Impact of Covid-19 on Customer Retention in UK Tourism Industry: A Study on Intercontinental Hotel

Foundation year project

Table of Contents
CHAPTER 1: INTRODUCTION ...................................................................................................3
Background.................................................................................................................................3
Aim..............................................................................................................................................3
Objectives....................................................................................................................................3
Research problem........................................................................................................................3
Research questions......................................................................................................................3
CHAPTER 2: LITERATURE REVIEW ........................................................................................5
What is the concept of customer retention?................................................................................5
What is the impact of Covid 19 on customer retention of Intercontinental hotel?.....................5
What are the measures taken by Intercontinental hotel to reduce impact of Covid on customer
retention?.....................................................................................................................................5
CHAPTER 3- METHODOLOGY...................................................................................................6
CHAPTER 4- RESEARCH USING SECONDARY DATA..........................................................9
CHAPTER 5: CONCLUSION .....................................................................................................11
REFERENCES .............................................................................................................................12

CHAPTER 1: INTRODUCTION
Background
The pandemic COVID has created issues for almost all the industries and sectors. The
tourism industry of UK have also faced severe implications as due to different restrictions by the
government the movement of people stopped and people were forced to stay at their homes. The
industry of tourism is also facing issues in retaining their customers as there are certain issues
which are related with customer power (He and Harris, 2020). COVID-19 has provided
unprecedented impact on tourism industry as the industry is wholly dependent on their customers
but this was critical for the industry to retain their customers. The organisation taken for the
current research is IHG which is one of the biggest hospitality chain of Britain having presence
in global market.
Aim
To identify the impact of Covid Pandemic on customer retention of UK tourism industry.
A Study on Intercontinental Hotel.
Objectives
 To identify concept of customer retention
 To assess the impact of Coved-19 on customer retention of Intercontinental Hotel
 To identify measures for reducing Covid impact on customer retention of Intercontinental
Hotel
Research problem
The identified research problem for the current research is that due to outbreak of
COVID-19 the tourism industry is facing higher issues in which they are not able to retain
customers for longer period of time and manage their customer base as well (Weed, 2020). The
industry is facing issues for their survival in which they need to use such strategies by which
they can retain customers for longer duration and mitigate negative impact of outbreak of global
pandemic.
Research questions
 What is the concept of customer retention?
 What is the impact of Covid 19 on customer retention of Intercontinental hotel?

 What are the measures taken by Intercontinental hotel to reduce impact of Covid on
customer retention?