Impact of Covid 19 on Sales Performance and Business Growth of UK Tourism Industry: A Study on Virgin Holidays

This research project aims to identify the impact of Covid 19 on sales performance and business growth of UK tourism industry with a focus on Virgin Holidays. The study will examine the challenges faced by the travel industry and evaluate the ways that Virgin Holidays can overcome these challenges. The research methodology involves qualitative research method using secondary research. The literature review discusses the negative impact of Covid 19 on the UK tourism industry and Virgin Holidays, and the ways that Virgin Holidays can overcome the challenges of Covid 19 on their sales performance and business growth. The study concludes that the travel industry is largely impacted by the outbreak of Covid 19 pandemic.

Foundation Year Research Project
1

Table of Contents
STAGE 1: PLANNING...................................................................................................................3
Research Topic............................................................................................................................3
Research Background..................................................................................................................3
Research Aim...............................................................................................................................3
Research Objectives.....................................................................................................................3
Research Problem........................................................................................................................3
Research Questions......................................................................................................................4
Research methodology.................................................................................................................4
Gantt chart...................................................................................................................................4
STAGE 2: CARRYOUT YOUR RESEARCH...............................................................................6
Literature review..........................................................................................................................6
Presentation of findings...............................................................................................................6
Summarisation of findings...........................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
Books and journal........................................................................................................................8
2

STAGE 1: PLANNING
Research Topic
To identify the impact of Covid 19 on sales performance and business growth of UK
tourism industry
Research Background
The time period of Covid 19 has created a negative impact on the various sector of the
economy and the industry which is affected the most is travel and tourism sector. Due to
lockdown, restriction on trade and movement of tourist has created a negative impact on the
various business. the stability of the travel industry has affected in large manner. Their sale goes
down which impact their business growth in worst manner (Rapaccini and et. al, 2020).
For conducting the above investigation, the chosen travel industry is Virgin holiday. The
company is owned by Virgin holiday and was founded in the year 1985. The headquarter of the
company is in Crawley, England. The company deal in providing package holiday service to
their client in US and Canada.
Research Aim
To identify the impact of Covid 19 on sales performance and business growth of UK
tourism industry: A study on Virgin Holidays
Research Objectives
 To identify the impact of Covid 19 on the UK tourism industry
 To examine the impact of Covid 19 on sales performance and business growth of Virgin
Holidays
 To evaluate the ways that Virgin Holidays would be used for overcoming the challenges
of Covid 19 on their sales performance and business growth
Research Problem
The major research problem which is identified in the present investigation is the
challenges which is faced by travel industry at the time of Covid 19 pandemic. These issue has
impacted their sale performance in negative manner (Aburumman, 2020). It is analysed in the
study that travel industry was focused to close their business operation due to various restriction
imposed by the legal authority. This has negatively impacted their sale and overall growth.
3

Research Questions
 What is the impact of Covid 19 on the UK tourism industry?
 What is the impact of Covid 19 on sales performance and business growth of Virgin
Holidays?
 What are the ways that Virgin Holidays would be used for overcoming the challenges of
Covid 19 on their sales performance and business growth?
Research methodology
This is the most important section in the research which helps in identifying, analysing and
interpreting the information as per the selected topic. In the present investigation, qualitative
research method will be using for extracting theoretical information from secondary source.
Qualitative research method: Qualitative research method is the process of gathering and
evaluating non numerical information in the form of words, statement or text. This method aids
the researcher in carrying out investigation in theoretical manner as non-numerical data is being
accumulated. Using this method deeper insight about the topic can be get which helps in
conducting the investigation in deeper manner. the main advantage of this method is
investigation will be done in in-depth way through which aim and objective can be attained
appropriately (Busetto, Wick and Gumbinger, 2020).
Secondary research method: It is the technique of collecting previous information about
the topic. In this already gathered data is being used to answer the research question and for
investigation. This method also helps in finding the research gap between multiple investigation.
In this method past published information is gathered using various secondary source such as
books, journal, online site, magazine and many more. The main advantage to use this method is
that data can be extracted in less time and also in less cost (Logan, 2020).
Gantt chart
It is one of the effective project management tool which helps the researcher to conduct
the investigation within the time frame. Gantt chart is the graphical representation of the
activities which are to be carrying out in the investigation (Kelly, 2020). This chart helps in
scheduling the activities in such a way that they are to be completed within the provided
deadline. Gantt chart also shows the start date and end date of the various task so that the
investing timeline of the overall study can be get. The main advantage of the Gantt chart is to
attain the objective in timely manner.
4

5

STAGE 2: CARRYOUT YOUR RESEARCH
Literature review
What is the impact of Covid 19 on the UK tourism industry?
As per the view of Nicola and et. al (2020), the global pandemic that is Covid 19 has
negatively impact the UK tourism industry. The outbreak of pandemic has shattered the overall
economy of the nation overnight. Due to lockdown and various trade restriction the visitor is not
allowed to move which affect the revenue of the tourism industry. Their productivity lower down
and expenses keep on rising which negatively affect their performance.
What is the impact of Covid 19 on sales performance and business growth of Virgin Holidays?
According to the opinion of Nanda, Xu and Zhang (2021), a negative impact was seen on
the sale performance and business growth of the Virgin industry at the time of Covid 19
pandemic. At the time of pandemic tourist are not allow for the movement due to which the sale
goes down. Almost two to three month the travel industry is completed earning zero. Low
revenue affects their growth in drastic manner. Temporarily closer of their business has
decreased the demand of the Virgin holiday.
What are the ways that Virgin Holidays would be used for overcoming the challenges of Covid
19 on their sales performance and business growth?
In the view of Shafi, Liu and Ren (2020), there were many majors adopted by virgin
holiday to overcome the challenges of Covid 19 pandemic. The foremost strategy that they used
is online booking so that they can minimise the interaction and create safer environment for both
their employee and customer. Another measure that they use is social media marketing so that
they can generate lad and improve their sale performance and can earn revenue to grow their
business.
Presentation of findings
With the above assemble data in the literature review part, it is discussed that at the time of
Covid 19, travel and tourism was one of the most affected sectors. There were tremendous
changes that have being seen in their sale and business growth and all the change were negative
for them. Covid 19 has forced the travel and tourism industry to adopt various measure in order
to improve their sale performance and also to attain growth (Tanrıvermiş, 2020). Due to less
6

movement of tourist the sale goes down as well as growth decline because of less revenue.
Travel and tourism industry has adopted online mode to book the reservation as well as adopted
different social media side to attract various buyer for their organisation. Travels and tourism
sector start using booking window in order to maintain revenue management of their clients.
Summarisation of findings
As per the above analysed finding, it is being summarised that it become important for the
travel and tourism sector to used social media platform in order to generate lead out of them. It
become necessary as well as essential for them to gain success by adopting this method in their
business working (Verma and Gustafsson, 2020). Travel and tourism also adopted different
protocols, measures and policies in order to deal with the challenges of Covid 19 pandemic.
Thus, adopting online mode has helped them to improve their sale as well as aid in attaining
success and growth.
CONCLUSION
From the above accumulated piece of information, it is concluded that travel industry is
largely impacted by the outbreak of Covid 19 pandemic. This industry has largely depended
upon the travellers and due to restriction imposed on their movement the sector suffers a lot.
Thus, this report shows the negative impact of Covid 19 on travel and tourism sector.
7

REFERENCES
Books and journal
Aburumman, A.A., 2020. COVID-19 impact and survival strategy in business tourism market:
the example of the UAE MICE industry. Humanities and social sciences
communications. 7(1). pp.1-11.
Busetto, L., Wick, W. and Gumbinger, C., 2020. How to use and assess qualitative research
methods. Neurological Research and practice. 2(1). pp.1-10.
Kelly, D., 2020. Taking the Gantt Chart to the Soviet Union and a Roller Coaster Return, 1928–
1937. In The Red Taylorist: The Life and Times of Walter Nicholas Polakov. Emerald
Publishing Limited.
Logan, T., 2020. A practical, iterative framework for secondary data analysis in educational
research. The Australian Educational Researcher. 47(1). pp.129-148.
Nanda, A., Xu, Y. and Zhang, F., 2021. How would the COVID-19 pandemic reshape retail real
estate and high streets through acceleration of E-commerce and digitalization?. Journal of
Urban Management. 10(2). pp.110-124.
Nicola, M., and et. al, 2020. The socio-economic implications of the coronavirus pandemic
(COVID-19): A review. International journal of surgery. 78. pp.185-193.
Rapaccini, M., and et. al, 2020. Navigating disruptive crises through service-led growth: The
impact of COVID-19 on Italian manufacturing firms. Industrial Marketing
Management. 88. pp.225-237.
Shafi, M., Liu, J. and Ren, W., 2020. Impact of COVID-19 pandemic on micro, small, and
medium-sized Enterprises operating in Pakistan. Research in Globalization. 2. p.100018.
Tanrıvermiş, H., 2020. Possible impacts of COVID-19 outbreak on real estate sector and
possible changes to adopt: A situation analysis and general assessment on Turkish
perspective. Journal of Urban Management. 9(3). pp.263-269.
Verma, S. and Gustafsson, A., 2020. Investigating the emerging COVID-19 research trends in
the field of business and management: A bibliometric analysis approach. Journal of
Business Research. 118. pp.253-261.
8