Impact of COVID-19 on Hospitality Organisations: A Case Study of Marriott International Hotels

This research paper analyses the impact of COVID-19 on the operations of Marriott International hotels. The study aims to assess the impact of COVID-19 pandemic on sales of Marriott, operations of Marriott during lockdown, and recommend strategies for Marriott to overcome challenges that occurred due to COVID-19 pandemic.

Proposal
1

Table of Contents
Introduction/background - a brief explanation of the chosen topic and background of the
company.................................................................................................................................3
State the aim...........................................................................................................................3
State Objectives of the research.............................................................................................3
Define the research problem-.................................................................................................3
Outline the research questions...............................................................................................4
Chapter two............................................................................................................................4
 Methodology...................................................................................................................4
Show timeline towards completion of the project- Gantt chart or table showing timelines. .4
Chapter 3................................................................................................................................5
Literature review....................................................................................................................5
Chapter 4:...............................................................................................................................6
Carryout the research using secondary data only...................................................................6
Present the findings using tables, charts, and diagrams.........................................................6
Chapter 5................................................................................................................................7
Conclusion.............................................................................................................................7
References.................................................................................................................................8
2

TOPIC
The research topic chosen in this research is impact of COVID -19
on hospitality organisations. A case study of Marriott
International hotels.
Introduction
COVID 19 has badly impacted upon the hospitality industry. This has
provided the management to rethink each and every step used for
managing the operations of hospitality companies. The company chosen
in this report is Marriott International. This is a America based company
which is providing services in hospitality sector. This organisation of
hospitality industry is one of the best in terms of accommodation and
customer service. It comprises 30 brands and 7,642 properties in 131
countries and territories, totaling 1,423,044 accommodations. Marriott
International, Inc. was formed in 1993 when the Marriott Organization was
split into two companies: Company, Inc., which licences and currently runs
hotels, and Host Marriott Conglomerate (now Host Resorts), that either
owns holdings.
State the aim
The aim of this study is to analyse the impact of COVID 19 on the operations of hospitality
organisation.
State Objectives of the research
• To analyse the impact of COVID 19 pandemic on sales of Marriott
• To assess information about impact on operations of Marriott during lockdown
• To recommend strategies for Marriott to overcome challenges that occurred due to
COVID 19 pandemic
Define the research problem-
The research problem in this study revolves around the management and operations of
Marriott that have impacted due to COVID pandemic. It is very important for any hospitality
company to manage all challenges and take care how to increase sales and profit again. There
3

is high increase in sanitisation of rooms and locations so that customers have trust on
organisation and visit there.
Outline the research questions
• What is the impact of COVID 19 pandemic on sales of Marriott?
• How operations of Marriott have been affected during lockdown?
• Provide recommendation for strategies that can be used by Marriott for
overcoming challenges that occurred due to COVID 19 pandemic?
• What are the challenges that Marriott has to face at the time of COVID 19
pandemic?
Chapter two
 Methodology
In this project both quantitative and qualitative methods are used. The
secondary data is collected through various articles, previous researches,
etc. A survey is also conducted having 50 respondents. Questionnaire is
prepared that includes questions related to COVID 19 impact on
functioning of Marriott.
Philosophies of Research: This will be pertinent to the nature of this study
and will focus on two key components, positivism and interpretivism. The
positivist method was chosen for study because it produces objective
results. Whereas interpretivism is regarded as a study of non-quantifiable
behaviour (Ateljevic and Page, 2017). This method is really effective.
Methods of investigation: In this regard, researchers primarily apply two
methodologies. Approaches can be inductive or deductive. Because of the
small size of the investigation and the appropriate outcomes, the
researcher used a deductive technique in this case. Inductive research is
diametrically opposed to deductive research.
Qualitative research investigates individuals' perspectives in order to
acquire a deeper understanding of a given demography or subject of
study. In quantitative research, observations and interviews with smaller
samples are commonly employed to collect data. Despite having smaller
sample numbers, they provide a greater grasp of a subject and can
provide fresh insights (Melnyk and et.al, 2021). The research data is
gathered through primary sources.
4

Show timeline towards completion of the project- Gantt chart or table showing timelines
Task Ma
y
Jun
e
Jul
y
Au
g
Se
pt
Oc
t
Novem
ber
Decem
ber
Janua
ry
Module
syllabu
s
Literat
ure
review
Feedba
ck
Ethics
approv
al
Resear
ch data
collecti
on
Analysi
s
Proof
read
Submit
Chapter 3
Literature review
Marriott reminded its workers today that the business will need to
undertake additional measures due to the rising possibility that lodging
demand and RevPAR levels will take some time to recover. Furloughs and
shorter work week schedules, which began in April, will be extended
through October 2, 2020, according to the corporation. COVID-19 has
increased public awareness of the significance of high-touch surface
5

cleanliness. In public spaces, the company has added to its already
stringent cleaning protocols, requiring that surfaces be thoroughly treated
with hospital-grade disinfectants and cleaned on a more frequent basis.
The corporate has also added to its stringent protocols in staterooms,
requesting that all edges be decontaminated with hospital-grade
antibacterial agents. There are few steps considered by managers of
Marriott to improvise the condition of company after COVID. These include
the following –
Because many humans already had free time, use Google Hangouts or
Zoom to undergo and record video chat. Conduct investigations with the
customers and/or personnel about their interactions with the
merchandise, services, and civilization. These documents and videos will
be a valuable wellspring of insider information for the blogs, social
information, publications, and more in the upcoming weeks. While having
a strong digital footprint in the marketing communications platform is
usually essential for success, it is absolutely necessary during a crisis.
Digital marketing is more efficient, less expensive, and more effective
than traditional marketing. An email or social media campaign can
instantly connect a marketing message to a targeted subset of customer
for a tenth of the cost of a television commercial or print campaign. A
webinar can be a very appropriate way to answer common queries about
the restaurant, creature comforts, destination, benefits, innovative
products, and/or services. This can also be used to introduce new team
members and is a — especially excellent strategy in enterprise application
areas. Marriott will implement new technologies such as electrostatic
sprayers with hospital-grade disinfectants to sanitise surfaces throughout
the hotel. To treat known pathogens, electrostatic spraying technology
employs the highest classification of disinfectants. The scrubbers
incredibly quickly sanitise large swaths which can be used in a guest
house setting to rinse and decontaminate staterooms, lobbying groups,
gyms and other communal locations. Furthermore, the corporate is
experimenting with solar ultraviolet tech to sanitise keys for visitor and
equipment discussed by accomplices.
6

Chapter 4:
Carryout the research using secondary data only
Present the findings using tables, charts, and diagrams
Shopping online eliminates the in-store promotion that motivates excessive consumption of
bad foods. Keeping track of how much they're spending may also help buyers stick to their
budgeting by simply moving products in and out of their electronic cart. Consumers save
time after they are comfortable with the situation, which gives the customer more time at
night preparing meals. There still are various websites that provide information regarding the
coronavirus's implications on the hospitality industry, including pricing and marketing
strategies. This essay aims to shed some light on the situation by presenting a single storey
based on the million voices and other data fragments that are present. As a manual through
any of these discussions, there is a chronology of the COVID-19 mutated virus that focuses
on a few regions of the world that have been most seriously impacted thus far, early part with
China, where its virus arose, and progressing on to Europe, where we concentrates on
Southern europe, which is at the epicentre of this worldwide epidemic at the moment of
typing. Following that, a debate on the current status of developments in the United States
takes place.
7

Chapter 5
Conclusion
COVID-19 is benefiting various companies or professions, particularly package delivery
vendors. The ongoing lockdown of the majority of countries increased production of food-
freefree delivery. Individuals were shopping for a suitable way to feed themselves. COVID-
19 benefits the delivery services industry. Online order reservation services such as
Foodpanda, Deliveroo, and Grab food have grown in popularity. Families were kept in their
residences. Individuals only really have single choice: order food digitally. The
preponderance of the world's interior restaurants were closed in April 2019. The number of
delivery and takeout alternatives has increased dramatically. Local associations donated
money to catering enterprises and cafés during these trying situations.
8

References
Books and Journals
Chung, C.H., 2020. BUSINESS PLAN TO DEVELOP SMART LENDING IN CONSUMER
FINANCE COMPANIES IN VIETNAM.
Danila, L.A., 2019. Development of business plan for a stretch therapy service (Doctoral
dissertation, California State University–Northridge).
Doležel, T., 2017. A Business Plan for Company PC Experts, spol. sro (Doctoral dissertation,
UniverzitaTomášeBativeZlíně, Fakultahumanitníchstudií).
Fabeil, N.F., Pazim, K.H. and Langgat, J., 2020. The impact of Covid-19 pandemic crisis on
micro-enterprises: Entrepreneurs’ perspective on business continuity and recovery
strategy. Journal of Economics and Business, 3(2).
George, G., Lakhani, K.R. and Puranam, P., 2020. What has changed? The impact of Covid
pandemic on the technology and innovation management research agenda. Journal of
Management Studies, 57(8), p.1754.
Gomes, H.D.A. and Silva, B., 2020. Business plan for a portable mini-fridge: Frigo
Everywhere (Doctoral dissertation).
He, H. and Harris, L., 2020. The impact of Covid-19 pandemic on corporate social
responsibility and marketing philosophy. Journal of business research, 116, pp.176-182.
Heo, Y., Kang, J. and Kim, K., 2018, June. Strengthening Business Plan via the Market-
Oriented Information Infrastructure. In ISPIM Innovation Symposium (pp. 1-21).
The International Society for Professional Innovation Management (ISPIM).
Houda, J., 2018. Retracted: Business plans simplified into CUSB canvas, its function and
usefulness: Example of a business plan to promote a heritage site in
Morocco. Journal of Fundamental and Applied Sciences, 10(4S), pp.422-427.
Kaushik, M. and Guleria, N., 2020. The impact of pandemic COVID-19 in
workplace. European Journal of Business and Management, 12(15), pp.1-10.
Kolhoff, L., 2020. Businessplan. In Existenzgründung in der Sozialwirtschaft (pp. 139-144).
Springer VS, Wiesbaden.
Madeira, A., Palrão, T. and Mendes, A.S., 2021. The Impact of Pandemic Crisis on the
Restaurant Business. Sustainability, 13(1), p.40.
McKeever, M., 2016. How to write a business plan. Nolo.
Melnyk, S.A., Schoenherr, T., Verter, V., Evans, C. and Shanley, C., 2021. The pandemic
and SME supply chains: Learning from early experiences of SME suppliers in the US defense
industry. Journal of Purchasing and Supply Management, 27(4), p.100714.
Molson, C., 2018. How to Create the Perfect Business Plan for your SMB.
Moro Visconti, R., 2019. How to prepare a business plan with excel. Available at SSRN
2039748.
Ozili, P.K., 2021. Accounting and financial reporting during a pandemic. In New Challenges
for Future Sustainability and Wellbeing. Emerald Publishing Limited.
9

Ratnasingam, J., Khoo, A., Jegathesan, N., Wei, L.C., Abd Latib, H., Thanasegaran, G., Liat,
L.C., Yi, L.Y., Othman, K. and Amir, M.A., 2020. How are small and medium enterprises in
Malaysia’s furniture industry coping with COVID-19 pandemic? Early evidences from a
survey and recommendations for policymakers. BioResources, 15(3), pp.5951-5964.
Seetharaman, P., 2020. Business models shifts: Impact of Covid-19. International Journal of
Information Management, 54, p.102173.
Sharma, P., Leung, T.Y., Kingshott, R.P., Davcik, N.S. and Cardinali, S., 2020. Managing
uncertainty during a global pandemic: An international business perspective. Journal of
business research, 116, pp.188-192.
SYAIFULLAH, J., SYAIFUDIN, M., SUKENDAR, M.U. and JUNAEDI, J., 2021. Social
Media Marketing and Business Performance of MSMEs During the COVID-19
Pandemic. The Journal of Asian Finance, Economics, and Business, 8(2), pp.523-531.
Thanuja, K.A., 2021. A Study on Pandemic Related Problems among IT Company
Employees with Reference to Bengaluru. In Virtual National Conference on THE
CHANGING ECONOMIC MODELS AND TRENDS IN THE POST COVID-19 WORLD (p.
130).
10