COVID-19 Pandemic's Influence on Business Strategies and Consumer Behaviour at Hilton Hotel UK

This dissertation analyses the impact of COVID-19 pandemic on Hilton Hotels business strategies and consumer behaviour. It explores the different marketing strategies implemented by Hilton Hotel during the COVID-19 pandemic and the impact of COVID-19 on consumer buying behaviour. It also examines how Hilton hotel maintained a strong competitive advantage during the pandemic. The report includes a literature review, research methodology, research findings, analysis of findings, discussion, conclusion, recommendation and reflection.

To what extent has the COVID-19
Pandemic Influenced the Business
Strategies and Consumer Behaviour at
Hilton Hotel UK? – A case Study.
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Table of Contents
Introduction......................................................................................................................................3
Aim: “To critically analyse the extent to which COVID-19 pandemic has influenced Hilton
Hotels business strategies and consumer behaviour”......................................................................4
Overview of the report:....................................................................................................................4
Research rationale:...........................................................................................................................5
Chapter 2: Literature review............................................................................................................5
Chapter 3: Research methodology.................................................................................................11
Research methods.................................................................................................................11
Chapter 4: Research findings.........................................................................................................14
Introduction..........................................................................................................................14
Chapter 5:.......................................................................................................................................25
Analysis of findings.......................................................................................................................25
Discussion......................................................................................................................................27
Conclusion.....................................................................................................................................28
Recommendation...........................................................................................................................28
Reflection.......................................................................................................................................29
References......................................................................................................................................31
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Introduction
In the last year, businesses, including hotels’ operations have been disrupted with the
emergence of COVID-19 pandemic and it is still ongoing. The event has also led to formulation
of strategies that are enabling businesses to weather the pandemic storm. The COVID-19
pandemic effect has forced many businesses to take some drastic actions including making some
staff redundant so as to reduce the cost of doing their businesses (Borrion, Black and Mwabonje,
2021). The impact of COVID-19 is being stroked by all productions around the world. Leaders
are navigating a comprehensive range of unified issues that span after keeping their staffs and
customer safe, shoring-up cash and liquidness, reorienting processes and navigating difficult
government support agendas. On this note, it is reasonable to argue that the strategies put in
place by businesses are geared towards the achievement of vibrant operations and the desire to
continue to provide services that meet and enhance customer satisfaction in the hospitality
business sector. To this extent, this study focuses on the extent to which the COVID-19
Pandemic has influenced the Business Strategies and Consumer Behaviour at Hilton Hotel UK.
Contextual Information
Hilton Hotel has been operating in the UK for 101 years. The hotel remains one of the most
competitive businesses in the UK’s hospitality sector in terms of the business performance and
market share (McIlroy and Stanton, 2017). It is important to note that the hotel has more than
2406 hotels globally with approximately 408,000 rooms. In spite of the pandemic episode of the
recent time, in 2020, Hilton hotels management devised effective innovative strategies to
maintain the quality of their services to guests. This research aims to present a critical analysis of
the changes that Hilton Hotels has made in response to COVID-19 pandemic. The hotel make a
brand is beleaguered at both business and freedom travellers with sites in major city centres, near
airports, agreement centres, and popular holiday destinations about the globe.
Statement of Problem
The Covid 19 pandemic is affectation impact on the way client behaviour is affected because of
the altering nature of external working setting. The hospitality travel and travel subdivisions are
hard hit because of the varying condition of Covid 19. The patrons spending and customer
behaviour will affect the present condition & working of friendliness brands. It is very important
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to analyse systematic growth for managing the problem and considered the effective changes and
achieve wider range of problems in an effective way.
Limitation of the study
In the present research work there is limited available of information collected from identified
primary and secondary sources. The report consists of limited accessibility to the information
that is internal information associated with Hilton because of some privacy and confidentiality
issues. So there is overall limited accessibility to information which may affect the overall
quality of research work in long run. It is further provide different limitation to limited
accessibility to complete make information for gain more manage confidentiality about the data
and manage systematic growth in achieve objectives.
Aim: “To critically analyse the extent to which COVID-19 pandemic has influenced Hilton
Hotels business strategies and consumer behaviour”.
Objectives of the study:
 To analyse the different marketing strategies implemented by Hilton Hotel during the
COVID 19 pandemic.
 To determine the impact of COVID 19 on consumer buying behaviour.
 To investigate how Hilton hotel maintained a strong competitive advantage during the
pandemic.
Questions:
 What are the different marketing strategies implemented by Hilton Hotel during the
COVID 19 pandemic?
 What is the impact of COVID 19 on consumer buying behaviour?
 Analyse the way Hilton hotel maintained a strong competitive advantage during the
pandemic.
Overview of the report:
Present report is based on analysing the different types of marketing strategies which are
implemented by Hilton hotel in the covid 19 pandemic situations, there is analysis of the way
covid 19 is affecting the process of customer buying behaviour. Apart from this it is also help
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Hilton hotel in the process of maintaining of strong competitive advantage during the scenario of
this pandemic situation. Present report is based on understanding of the different marketing
strategies implemented by Hilton Hotel during the COVID 19 pandemic, evaluating the impact
of COVID 19 on consumer buying behaviour and analysing the way Hilton hotel maintained a
strong competitive advantage during the pandemic.
Research rationale:
Present research report is going to assist in the process of developing the required researching
and communication skills. In professional context present report will help in understanding of the
way research is conducted. It will help in the process of developing a detailed overview of the
way research work is conducted by using of both primary and secondary sources of information.
Further it will set basis of the different marketing strategies implemented by Hilton Hotel during
the COVID 19 pandemic. This information is gather through personal and professional
knowledge for gain wide range of opportunities and gain skills in an effective manner.
Organisation of the study
The study will have five chapters:
Chapter 1 will be an introduction to the subject of enquiry
Chapter 2 will be a literature review on business strategies and consumer behaviours
Chapter 3 will present research methodology and design
Chapter 4 will focus on research findings
Chapter 5 will focus on analysis of findings, discussion, conclusion, recommendation and
reflection.
Chapter 2: Literature review
What marketing strategies were implemented by Hilton hotel during the Covid-19 Pandemic?
There are some of the marketing campaigns that have been started by Hilton presently for
the purpose of improving their brand image. Hilton has announced new memories as the global
marketing campaign (Ampountolas, Shaw and James, 2019). In these initiatives is driven
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initiative reflecting the customer desired to reconnect with the people and places which
customers have developed preferences. This campaign is focused on a covering the travel and
happiest memories of customers so that they are able to experience a travel memory deficit. The
results revealed the optimism and are our customers have for travelling and this is reflected in a
new campaign that is started by Hilton. There are new packages and promotion techniques which
are also used by Hilton for the purpose of attracting the customers as part of their global
marketing effort (Lai. and Wong, 2020). Main focus of Hilton is to launch the campaign in
China, Germany and United Kingdom. Hilton has developed campaigns to inspire customers to
move from the dream dreaming process to further planning of their next to create some new
memories. With the covid-19 outbreak everything in the customer preferences has changed
people on offering connections and seeking for more friendly experiences (Şanlıöz-Özgen and
Kozak, 2020). Hilton is helping their target segment of customers in making new memories by
using some emotional techniques to transform the customer behaviour. For this purpose Hilton is
focussing on use of some loyalty programs on social media applications. There is a new survey
commission by Hilton that reflects that there is nearly nine out of ten travellers who are willing
to associate with the travel memories are some of the happiest moment of their life. 95% of the
respondents from the survey had review that they are missing travel and 90% of respondents
believed that they are presently experiences or travel memory deficient. 91% of the people who
were surveyed believe that hotel experiences are one of the most important memories in their
whole travel experiences. The survey also resulted in two outcomes that nearly all the American
travels are surveyed to plan for the travel again once covid-19 restrictions are lifted (Chang, Ku
and Chen, 2019).
It can be argued that businesses in the UK have been having tremendous challenges in the last
year due to COVID-19 pandemic. Many businesses have shot down and many are still struggling
to recover from the impact of the pandemic (Balckburn and Wright 2021). It is associated with
the way there is adaptive nature from the view point of organisation. The emergence of the
pandemic compelled many organisations to adopt a virtual working approach. This has proved to
be popular within the UK hospitality business.
There has been a complete transformation in the overall customer buying behaviour because of
the covid-19 pandemic situation. It was slowly change the daily life for customers and this is
having an impact on the way customers are now engaged with their families, friends and
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communities. Customers are now focused more on online purchasing and digital aspects rather
than physical aspects for their purchasing. They are willing to download various applications to
fulfil their daily requirements. It is purpose across different industries where there is more focus
on digital versus traditional tools to enhance the customer engagement and improve their overall
present experiences. There is emerging behaviour that focuses more on contactless shopping to
be done because all the social distancing norms. Because of the shifting patterns and rising
unemployment there is decreasing personal disposable income it has also created a specific
requirement where customers are focusing more on daily necessity needs. After the pandemic
customers are more inclined to help the government in reviving the present country’s economy
and focused on ethnocentric behaviour. In this process customers are mainly focused on having
preferences for domestic products or the country origin products. This expresses the feeling of
economic nationalism where purchase is made to boost the nation’s economy post the covid-19
pandemic (Xiao, Hilton. and Mohammed, 2019).
Hilton hotel is a leader of the hospitality and travel industry. Hilton has launched many new
programs are new protocols for the purpose of supporting the customers across globe. The
specific measures that are offered by Hilton are mentioned below:
Contactless travel: Hilton is honouring applications and award-winning digital technologies your
members of the option for contactless arrival experiences. There are thousands of participating
hotels where guests can bypass the front desk by using the mobile phones to choose their rooms
for their second and unlock the doors and checkout. Hilton is offering honours program where
customers are free to download the application and take advantage of contactless arrival options.
Hilton cleans stay: Hilton working towards defining standard of hotel cleanliness and
disinfection that is created in collaboration with brands like that all and Mayo clinic.
Hilton event ready: Hilton has also developed a global meeting and event program that is
designed to create experiences that are flexible, clean, safe and socially responsible. Event
attendees and planners are expecting high standard of cleanliness that can help them in providing
creative solutions to meet and gather safely as well as comfortably.
Maximum flexibility: Hilton hotel is offering full flexible booking options with changes and
cancellation option also. The brand is offering options where individual reservation can be
booked and changed as per guest flexible requirements. Hilton is always supporting and
appreciating its loyal customers for this Hilton honours program is updated to provide greater
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flexibility to its members and for the help them in maintaining their status as well as points that a
reminder of 2020. In this scheme the expiry date of the weekend night rewards earned on eligible
Hilton cards will be extended till year 2021. It is a positive approach to attract customers and
help them in managing the loyal base.
Dream away: Hilton is having objective to make guess next memory closer and more attractive
so that they are able to understand the way covid-19 has transformed their experiences in a
positive manner. The main objective of Hilton dream away offer is to offer the guest with
flexibility to late second late check out early departure so that they are able to adjust their plans
and explore a new corner of the world by associating with Hilton(COVID-19: How consumer
behaviour will be changed, 2020).
For the purpose of the inspiring its customers Hilton is also planning the next travel memory
where they are offering a double rewards global promotion that was started on December 31
2020. In this all the eligible members are able to earn double Hilton honours bonus points per
stay and double night credits. It means that every night and members focus on earning the next
tier status plus they also earn points to use towards the future hotel stay. Members can register
themselves to Hilton honour and double rewards that can help them in getting the required
number of credits (Popov and et.al., 2017).
What is the impact of Covid-19 on consumer buying behaviour?
Evidence from Mastrogiacomo, (2021); there are some of the strategies that can be used
by Hilton hotels for the purpose of implementing the suitable changes after the post covid-19
scenario. Windows process state and requirement to make effective transformation of the
workforce by providing them respective training opportunities.
Updating digital usage: it is considered that in the hospitality industry it is very important to
make proper digital transformation (Baum, 2019). There is need to focus on achievement of
higher systematic growth it is required for focussing on digital assets which may help hospitality
organisation in growth. For this purpose various digital strategies are to be used as compared to
traditional marketing strategy.
Promoting cancelled reservation: Hilton hotel has to focus on promoting and offering a
flexibility services to their customers. It includes ensuring that there is managing of effective
growth and suitable changes. If customers are willing to change or modify their reservations last
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must then they have to offer them this option so that they are able to flexibly adjust as per
requirements.
Effective planning: in Hilton, the main focus store manager effective growth and focus on
adapting technologies to address the growth requirements of the organisation. It is associated
with making effective planning and for the analysing suitable challenges that may help
organisations in promoting approaches for running the business.
Promoting advertisement: there are different strategies that are required to market and promote
the hospitality brand. This is very helpful for the purpose of promoting the growth of the
company and also achievement of competitive advantage.
With the impact of covid-19 customers have become safer to have their preferences shifted
towards online medium. Hospitality and travel sector and it becomes necessary to understand this
changing customer mind set so that their evil to understand the customer behaviour and
implement some future formulation of strategies which can enable and help them in predicting
customer behaviour. Because of people losing some of the jobs and not being able to have
enough financial competence their preferences have shifted towards fulfilling their necessity
requirements and not for leisure needs. The habit changes and behaviour directly linked with the
face customers are affected by the exposure to new environment. Customers are not setting new
patterns of behaviour for considerable length of time in response to the multiple waves of
pandemic. New experiences are offering significant incremental value for changes that may
become permanent (Kilibarda, Djokovic and Suzic,2019). The E-Commerce sector has
responded rapidly to create some positive experiences where organisations have invested in
supply chain and logistics to create channels where customers can be approached directly. It has
helped in attracting large number of customers which is going to continue for upcoming future
time. There are many social contexts that have also affected the changing customer behaviour.
There is increase digital adoption changing in mobility patterns where people are willing to have
more remote working. People have moved towards value based purchasing online shopping
increasing health awareness where focus is on increasing hygiene. Another effort has been where
hospitality brands have to understand the aspect of changes taking place in interpersonal
behaviour. Depending make resulted in two people using digital tools and business to stay
connected in a world where they can have social interaction (Impact of COVID-19 on consumer
behaviour, 2020).
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As per the view of Richardson, (2021), there is need of on the job training methods where
employees have to provide training with respect to specific digital skills that are required to
transform the working process. Employees must also be provided guidance so that they are able
to work as per the requirements of various stakeholders. There are many suitable challenges that
are required to address timely so that organisation is able to manage their growth process (5
Strategies for Changing Customer Buying Behavior, 2021).
The way Hilton hotel maintained a strong competitive advantage during the pandemic
As per views of Cendyn (2020), covid-19 has affected the business organisations across globe it
is very important to observe industry forecast and trends that may ultimately shape the recovery
process. As per the various forecast of tourism economy it is estimated that covid-19 outbreak is
going to affect the hotel industry in upcoming future time period. People are not willing to travel
and it is resulting into difficulty for survival in many hospitality organisations. For the purpose of
maintaining brand image there are some of the efforts that are required to be done by Hilton
hotel to achieve higher competitive advantage.
For this purpose it is important to audit the present marketing assets it can be done by improving
the present performance. In Hilton, the marketing department is focusing on optimising the new
cause action, adding of internal links to new products services and updating the present
marketing strategies with fresh content (Sigala and Gretzel, 2017). There is recording of videos
for the social media used in upcoming future time, there is a leading the video in blogspot, taking
screenshot and using the images in social media platforms and for the using the courts in future
blog post. Covid-19 virus has led to requirement of digital transformation for business
organisations so that they are able to achieve higher competitive advantage.
In context of hospitality organisations like had the main focus of brand is to increase the present
level of customer interaction through such online channels (Chang and Busser, 2020). For this
purpose there is a process on the way customer engagement can be improved. Another strategy
that is used in the present scenario for the purpose of maintaining contact with customers is
interviewing them regularly. That is the main purpose timely feedback forms are filled up from
the existing customers so that they are able to understand the future preferences of customer.
There is use of zoom meetings and Google hangouts to conduct and record video calls so that
people are able to understand the future changing needs of customers.
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Upcoming future time videos and transcripts will be a resource for the blog post social content
and media releases (Ariza-Montes and et.al., 2018). There is further planning of webinars where
there will be answering to frequently asked questions about destination amenities hotel
advantages new products and services. It can be a means to introduce new team members so that
there is presence of effective marketing tactics. In context of hospitality brands like Hilton there
is also need to improve the present online review strategy where brands have to respond to
various customer queries (COVID-19: How consumer behaviour will be changed, 2020).
In this aspect, the main focus of brand is presently towards improving the customer services
department. For this reason the creation of review policies training employees to manage the
online reviews and further going forward with the brand messaging. Employees are also provide
timely training so that they are able to understand the way they have to respond towards negative
reviews and large number of customer complaints. In Hilton the management is working towards
using tools for the purpose of monitoring the reviews and alerts. This process is very helpful in
the context of measuring the value of reviews and for the monthly reporting. Another strategy is
enhancing the present digital marketing communication process. Digital marketing is having
advantages for Hilton as it is less expensive and one of the most effective techniques as
compared to other traditional marketing mediums. Further inheritance there is timely updates on
Google my business for the customers (Alberti and Danaj, 2017). All the specific measures and
precautions that are been taken by the brand for the purpose of preventing the infection of covid-
19 virus have also to be timely updated through their post. It will assist in the process of making
the present and future target base of customers to get aware that these are some of the measures
that can help in preventing the spread of virus. There is considering of outreaching strategy
customers in the pandemic have completely changed their mind set towards travelling. It comes
very important to have proper outreach strategy where online marketing can be used for building
connection and development of trust. There is also timely hosting of online video space once a
week to help people in checking in and have a light discussion with the management (Impact of
COVID-19 on consumer behaviour, 2020).
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Chapter 3: Research methodology
Research methods
Research methods: there are different research methods that are used for the purpose of making
effective analysis of the specific research aims and objectives. Qualitative and quantitative are
the respective methods have to be applied as per the need to collect the type of data and
information (Ivanov and Webster, 2019). It is very necessary to have sufficient data and
information with respect to specific research work. In the present research work researcher is
willing to use quantitative method that can assist in the process of collecting the data on further
analysing it in order to achieve the late aims and objectives.
Research philosophy: Research philosophy is the outermost layer of research that is associated
with major de two types of philosophies positivism and interpretivism research philosophy. In
present research report positivism is considered to be more appropriate as there is analysis of
qualitative as well as quantitative information base.
Research approaches: There are different research approaches that can be used for the purpose
of analysing the empirical information and data. It includes a deductive research approach and
inductive research approach. In present report there is application of deductive research approach
to analyse the information based on proper observations and outcomes.
Research strategies: There are different research strategies that can be used for the purpose of
analysing the information. In present research report there will be use of survey strategy where
questionnaire will be used as a primary tool for collecting the information. Another strategy is
based on using of literature review for collecting secondary sources of data from already existing
sources that include journal, books, articles and other online available sources.
Sampling: sampling is the processes that are used for the purpose of making statistical analysis
where there can be predetermined number of observations have taken from large population.
This methodology is used to select sample from a large population that is dependent on the type
of analysis that are required to be performed. There are two types of sampling methods:
Probability sampling: probability sampling is a sampling technique that is used while a
researcher is selecting a specific set of population. In this process there will be selection of
sample size of 30 respondents.
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Non probability sampling: in the non probability sampling method the researcher is selecting
members at random. The sampling method is having no fixed criteria of predefined selection
process (Johnson, Huang and Doyle, 2019). In this all elements of a population do not possess
equal chances of selection as they possess equal opportunities to be included in the sample.
Data selection: there are two main methods of data collection that includes primary method and
secondary. Primary method there is use of primary sources where information is collected
originally that includes questionnaire, survey method or interview to have a systematic
information base. In present report there is selection of
Secondary method: in this method there is selection of information from the existing that
includes information collected from online available information that is through the journal
articles, books that is gathered and selected (Shukla, 2019). English literature review paper by
collecting information from such identified sources that help in the process of having sufficient
information bass. In this method the information is collected from the already existing sources
that include books, online available journal articles, sources which will assist in the process of
having sufficient information base.
Data analysis: it is very helpful in the process of completing the report by analysing the
collected information. There are primary and secondary sources which are identified to collect
the relevant information. Present report there will be use of qualitative analysis that is based on
thematic analysis method to analyse the collected information based on various development of
themes (Jooss, Burbach and Ruël, 2021). There will also be statistical analysis where the
information is evaluated and analysed based on data presentation techniques so that there will be
proper analysis of the collected information in order to achieve laid aims and objectives.
Qualitative research: It involves ways in which there is collection and further analysis of the
non numerical form of data. It is based on using non numerical type of information. This method
will be used to analyse the theoretical information as thematic analysis technique of analysing
the information.
Quantitative research: It is defined as the systematic investigation of particular phenomenon by
collection of quantifiable data and further performing of Mathematical, statistical and
computational techniques. This method is based on collection of information from existing and
potential customer by use of questionnaire as a method of collecting the required information.
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Research Design: To complete the study, researcher opted questionnaire method which is
effective and being applicable for the society to achieve objectives. Questionnaire is design
through the help of close ended questions and taken the responses through Google forms. These
questions are conducted in between the employees of the company and collect all the responses
through online portal. All the data is interpret through charts and graph in an effective and
appropriate way.
Chapter 4: Research findings
Introduction
This chapter include the details of different aspects and author’s perspective for analysing about
consumer behaviour. Furthermore, this chapter highlights about the responses through the help of
charts and information in more effective and appropriate way.
Questions
Q1.) Are you aware with the basic concept of consumer buying
behaviour in Hilton ?
a) Strongly agree 20
b) Agree 5
c) Do not know 1
d) Disagree 2
e) Strongly disagree 2
Q2.) What are the different marketing strategies implemented by Hilton
Hotel during the COVID 19 pandemic?
a) Use of social media marketing 24
b) Customer engagement programs 3
c) Online marketing campaigns 2
d) Online promotional events 1
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Q3.) As per your view point, What is the impact of Covid-19 on
consumer buying behaviour in context of Hilton?
a) More digital usage: 15
b) Promoting cancelled reservation 7
c) Promotion of online advertisement 5
d) More focus on customer service 3
Q4.) Do you agree with the point that workplace transformation in
Hilton hotel during the Covid-19 Pandemic?
a) Strongly agree 10
b) Agree 5
c) Do not know 5
d) Disagree 5
e) Strongly disagree 5
Q5.) Do you believe that proper Hilton hotel maintained a strong
competitive advantage during the pandemic?
a) Strongly agree 20
b) Agree 4
c) Do not know 2
d) Disagree 2
e) Strongly disagree 2
Q6.) Does effective implementation of proper workplace transformation
strategies will help in the process of getting a competitive advantage?
a) Strongly agree 10
b) Agree 14
c) Do not know 2
15

d) Disagree 2
e) Strongly disagree 2
Q7) What marketing strategies were implemented by Hilton hotel during
the Covid-19 Pandemic?
a) Adequate availability of resources 24
b) Presence of competent workforce 4
c) Proper strategy formulation 1
d) Application of digital transformation strategies 1
Q8). As per your view point What is the major impact of COVID 19 on
consumer buying behaviour?
a) More focus on e commerce 20
b) Focus on spending on necessity products 1
c) Reduction in purchasing power 2
d) Restrictions on recreational activities 7
Q 9) what are some of the issues faced in the process of consumer
buying behaviour in Hilton in present scenario of covid 19 scenarios ?
a) Outbreak of covid virus 20
b) Resources availability 3
c) Employees resistance 4
d) Diversified background of employees 3
Q10) Do you believe that effective implementation of Workplace
consumer buying behaviour in Hilton covid 19 will help in
enhancement of brand image in long run?
a) Strongly agree 20
b) Agree 1
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c) Do not know 2
d) Disagree 3
e) Strongly disagree 4
Research findings based on secondary collected information:
Theme 1: Concept of consumer behaviour
Questions
Q1.) Are you aware with the basic concept of consumer buying
behaviour in Hilton ?
a) Strongly agree 20
b) Agree 5
c) Do not know 1
d) Disagree 2
e) Strongly disagree 2
20
5
1
2
2
a) Strongly agree
b) Agree
c) Do not know
d) Disagree
e) Strongly disagree
Interpretation: It is interpreted from the above made analysis that it was questioned to 30
respondents about the basic concept of customer buying behaviour in Hilton. Twenty
respondents strongly agree to this view point as they had a understanding of the basic concept. 5
17

respondents agreed as they possess normal understanding of this concept. One respondent do not
possess understanding of the concept. 2 respondents disagreed to this view point. Remaining two
respondent’s poses disagreement and strongly does agreed to this point as they do not possess a
basic concept of customer buying behaviour.
Theme 2: Different marketing strategies implemented by Hilton Hotel
Q2.) What are the different marketing strategies implemented by
Hilton Hotel during the COVID 19 pandemic?
a) Use of social media marketing 24
b) Customer engagement programs 3
c) Online marketing campaigns 2
d) Online promotional events 1
24
3
2 1
a) Use of social media
marketing
b) Customer
engagement programs
c) Online marketing
campaigns
d) Online promotional
events
Interpretation: It is evaluated from the above presented graph that while it was question to 30
respondents about the different marketing strategies that is to be implemented by Hilton hotel
during the present covid-19 pandemic. 24 respondents had viewpoint that there is focus on usage
of social media marketing strategies. Three respondents felt that there is more focus on customer
engagement programs. 2 respondents had a view that there is no use of online marketing
campaigns. Remaining one respondent felt that there is now more focus on online promotional
events.
Theme 3: Impact of Covid-19 on consumer buying behaviour in context of Hilton
Q3.) As per your view point, What is the impact of Covid-19 on
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consumer buying behaviour in context of Hilton?
a) More digital usage: 15
b) Promoting cancelled reservation 7
c) Promotion of online advertisement 5
d) More focus on customer service 3
15
7
5
3
a) More digital usage:
b) Promoting cancelled
reservation
c) Promotion of online
advertisement
d) More focus on
customer service
Interpretation: It is to be interpreted from the above method analysis that whiles it was
questioned to, 30 respondents about the impact of covid-19 on customer buying behaviour in
Hilton. 15 respondents had viewpoint that there is more use of digital media platforms. 7
respondents out of 30 felt that there is promotion of cancelled reservation that is option offered to
the target segment of customer. Five respondents out of 30 had a view point that there is no more
promotion of online advertisements and remaining three respondents out of 30 had a viewpoint
that there is more focus on customer services.
Theme 4: Workplace transformation in Hilton hotel during the Covid-19 Pandemic
Q4.) Do you agree with the point that workplace transformation in
Hilton hotel during the Covid-19 Pandemic?
a) Strongly agree 10
b) Agree 5
c) Do not know 5
d) Disagree 5
e) Strongly disagree 5
19

10
55
5
5
a) Strongly agree
b) Agree
c) Do not know
d) Disagree
e) Strongly disagree
Interpretation: It is said from the above made analysis that while it was questioned about the
aspect that workplace transformation in Hilton is important during the covid-19 pandemic. 10
respondents strongly agree to this view point. 5 respondents agreed to this viewpoint other five
respondents out of 30 do not know answer to this question. Five respondents disagree to this
point and remaining five respondents strongly disagree to this view point.
Theme 5: Strong competitive advantage
Q5.) Do you believe that proper Hilton hotel maintained a strong
competitive advantage during the pandemic?
a) Strongly agree 20
b) Agree 4
c) Do not know 2
d) Disagree 2
e) Strongly disagree 2
20

20
4
2
2
2
a) Strongly agree
b) Agree
c) Do not know
d) Disagree
e) Strongly disagree
Interpretation: From the above made analysis while it was questioned to 30 respondents whether
Hilton hotel will be able to maintain a strong competitive advantage in the present pandemic
scenario. Twenty respondents strongly agree to this view point. 4 respondents agree to this view
point, to respondents to not know about this aspect, 2 respondents out of 30 had a view point that
they do not know about this aspect. Two other respondents disagreed to this point and remaining
to respond and remaining 2 also strongly disagree to this view point.
Theme 6: Workplace transformation strategies
Q6.) Does effective implementation of proper workplace
transformation strategies will help in the process of getting a
competitive advantage?
a) Strongly agree 10
b) Agree 14
c) Do not know 2
d) Disagree 2
e) Strongly disagree 2
21

10
14
2
2
2
a) Strongly agree
b) Agree
c) Do not know
d) Disagree
e) Strongly disagree
Interpretation: It is evaluated from the above presented graph that while it was asked to 30
respondents about the effective implementation of workplace transformation is going to help
Hilton in achieving the required competitive advantage. 10 respondents strongly agreed to this
view point, 14 respondents agreed to this viewpoint, two respondents do not possess
understanding, 2 out of 30 disagree to this view point and the remaining two out of 30 strongly
disagreed to this view.
Theme 7: Marketing strategies
Q7) What marketing strategies were implemented by Hilton hotel
during the Covid-19 Pandemic?
a) Adequate availability of resources 24
b) Presence of competent workforce 4
c) Proper strategy formulation 1
d) Application of digital transformation strategies 1
Interpretation:
From the above made analysis while it was questioned to 30 respondents about different
marketing strategies that are to be implemented by Hilton hotel during the covid-19 pandemic.
24 respondents felt that there is need of adequate availability of resources, 4 other respondents
out of 30 felt that there is requirement of having a competent workforce, 1 respondents out of 30
felt that there is need to have proper strategy formulation and remaining 1 respondent felt that
there is requirement to properly applied the digital transformation strategies in long run.
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Theme 8: Major impact of COVID 19 on consumer buying behaviour
Q8). As per your view point What is the major impact of COVID 19 on
consumer buying behaviour?
a) More focus on e commerce 20
b) Focus on spending on necessity products 1
c) Reduction in purchasing power 2
d) Restrictions on recreational activities 7
20
1
2
7
a) More focus on e
commerce
b) Focus on spending
on necessity products
c) Reduction in
purchasing power
d) Restrictions on
recreational activities
Interpretation: From the above made analysis while it was question to 30 respondents about
the major impact of covid-19 on customer buying behaviour. 20 respondents felt that there is
now more emphasis on use of e-commerce strategies for the purpose of making the purchase as
compared to physical stores. One respondent out of 30 had a view that there is focus on spending
on necessity products. 2 respondents had a view point that there is reduction in the present
purchasing power of customers. 7 respondents out of 30 had a view point that there is restrictions
on recreational activities.
Theme 9: Issues faced in the process of consumer buying behaviour
Q 9) what are some of the issues faced in the process of consumer
buying behaviour in Hilton in present scenario of covid 19 scenarios ?
a) Outbreak of covid virus 20
b) Resources availability 3
c) Employees resistance 4
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d) Diversified background of employees 3
20
3
4
3
a) Outbreak of covid
virus
b) Resources availability
c) Employees resistance
d) Diversified
background of employees
Interpretation:
It can be said that While it was questioned to 30 respondents about the issues that are faced in the
process of customer buying behaviour in the present covid-19 scenario. 20 respondents had a
view point that the outbreak of covid-19 has led to creation of many external restrictions. It is
one of the major issues that are affecting the present customer buying behaviour. 2 respondents
had a view point that the present resource availability is also one of the issues that is having an
impact on the customer buying behaviour. 4 respondents out of 30 had a view that there is high
amount of employee resistance to change. Remaining three respondents out of 30 had a
viewpoint that the diversify background of employee is also causing impact on the present
customer buying behaviour in context of Hilton.
Theme 10: Effective implementation of Workplace consumer buying behaviour in Hilton
covid 19
Q10) Do you believe that effective implementation of Workplace
consumer buying behaviour in Hilton covid 19 will help in
enhancement of brand image in long run?
a) Strongly agree 20
b) Agree 1
c) Do not know 2
d) Disagree 3
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e) Strongly disagree 4
20
1
2
3
4
a) Strongly agree
b) Agree
c) Do not know
d) Disagree
e) Strongly disagree
Interpretation: From the above made analysis while it was questioned about the effective focus
on customer buying behaviour is going to help in enhancing the present brand image in long run.
20 respondents had a view point as they agreed to this aspect. 1 respondent also agree to this
your point. 2 other respondents out of 30 had a view that does not have any understanding.
Respondents agreed to this point that effective implementation of workplace customer buying
behaviour is going to help in announcing the brand image. Remaining 4 respondents strongly
disagreed to this viewpoint.
Chapter 5:
Analysis of findings
From the above collect information by using of primary and secondary methods there are some
of the inferences that are drawn based on the three different themes that are analysed. For this
purpose different analysis of findings is mentioned below.
Theme 1: The different marketing strategies implemented by Hilton Hotel during the COVID
19 pandemic.
It is analysed that while it was research about the different digital marketing strategies that were
used by Hilton in the present covid-19 scenario. The brand focused on leveraging of social media
email and WhatsApp channels for the purpose of engaging the customers empathetically. The
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main focus was nurturing an emotional connect with the customers through engaging videos.
There was more media spending on searching of advertisements, social media ads and preserving
of resources for utilising it post lockdown.
Hilton hotel along with many other hospitality brands focused on website review, creation of
visual content and blogs for leveraging over a specific time period, timely evaluation of loyalty
programs, corporate presentations brochures and on property branding. The brand is focusing on
having positive customer behaviour in short-term their marketing strategies will help in adapting
dynamically to ensure that there are appropriate targets set up to achieve the desired results.
Hospitality brands are also focusing on proactive communications through digital channels.
Leisure travels in present scenario will be domestic and limited to nearby locations because of
border restrictions. For this purpose Hilton hotel is working towards enhancing the customer
demographic perspective. The brand is focusing on millennial and generation z who are expected
to generate more leads in the initial travel waves. These elements are helping in the process of
building the right target market across search advertisements and use of social media platforms.
Theme 2: Hilton hotel maintained a strong competitive advantage during the pandemic.
Hilton as one of the growing hospitality brands and has been successfully able to create a
positive brand image during the covid-19 pandemic scenario. The brand has rapidly changed
itself as per the requirements of changing has behaviour concern and priorities. They have
launched various measures for instance Hilton clean States that help in having a proper defining
standard of cleanliness. They have redesigned the event experiences and meeting by setting up of
new standards for customer services. There is timely modification of cancellation plans further
return also created opportunities to respond to the global pandemic by donating their points to
convert into cash. This brand has contributed towards society and other associated stakeholders.
They have provided alternative remote working options for launching of workspaces by Hilton
across United States and United Kingdom. Another major effort is towards providing contactless
guest experience options and enabling the guest to personalize their experiences with the ability
to use check in and checkout digitally. They are freely offering their guest options of digital key
that is open to more than hundred million dollars worldwide.
Theme 3: Impact of COVID 19 on consumer buying behaviour.
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It is summarise from the above made analysis that the covid-19 virus has completely
transformed the customer mind set. Covid-19 has consistently affected the shopping
behaviour and customer behaviour. The customers across different parts of the world are now
working towards limiting their purchases to most basic necessities only. Therefore it
becomes important to understand the shifting concern of customers and its long term social
implication on their buying behaviour. For this purpose hospitality sector organisation has to
understand the behavioural shift of customers. There is requirement to adjust as per the needs
of digital transformation which can help in managing the present customer mind set. covid19
crisis has led to changes in the customer buying behaviour with respect to channels products
and the buying motivation. Many customers have also developed a negative mind said
towards travelling staying in hotels and other associated issues. For the purpose of dealing
with these issues it becomes important to understand these changes in customer buying
behaviour and then have proper strategy formulation to manage the perceived level of risk in
coming time future.
Discussion
It is discussed from the above collected primary and secondary information that hospitality
sector has been easily affected because of the covid-19 scenario. But presently there are more
focusing on response in towards enhancing the customer experiences. Hospitality sectors have
created many partnership agreements in order to positively response towards communities.
Hilton hotel has helped travel industry in coming together to overcome the impact of global
pandemic that include sharing of countless stories of teams by supporting each other and help in
the communities. Hilton team members are searching for remote volunteer opportunities and
virtual opportunities through innovative partnerships with corporations that include meals on
wheels, clean the world and many others. They have remained committed towards travel with
purpose 2030 goals that is helping the brand in supporting environmental footprint by doubling
its social impact investments.
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Conclusion
It is analysing that the present covid-19 scenario has completely transform the consumer buying
behaviour. It has created a direct impact on the present purchasing habits of the customers that is
changing very fast. The present purchasing habits are not centred on most basic needs people are
shopping more consciously and they are embracing digital commerce. They are working towards
managing isolation customers are using digital network for learning connecting and this trend is
going to continue and coming time future. Further there is more focus on virtual workforce at
people is working from home and there is a completely different context where customer
preferences have not limited to necessity products only. People are now living differently by
differently and also thinking differently. Now, Customers across the globe are looking for brands
and products through a newly developed prospective. The covid-19 pandemic has reshaped the
consumer goods industry in real-time as there is rapid acceleration of long-term underlying
trends. As the crisis continues to evolve there is need to explore the changes so that hospitality
sector brands are able to modify their preferences as per such needs of consumers. Customers are
now majorly concerned about the impact of covid-19 both from the economic and health related
perspective.
Recommendation
From the above meta-analysis there are some of the recommendations that are drawn in the
context of present hospitality sector organisations:
 It is recommended that customers are responding to the crisis in a variety of ways. Some
are feeling worried and the situation is affecting the present mental state of customers.
Therefore it becomes important for hospitality brands to understand the changing
customer mindset and their preferences for the based on this various personalized
marketing strategies are required to be developed.
 It is suggested that there is requirement of more customisation because of the
development of new buying behaviour. Customer priorities have become centre to most
buyer needs that is demand for cleaning hygienic and staples. It is influencing the present
branding decisions. Personal health is a top priority for customers in the present scenario.
For this purpose hospitality brands have to focus on having proper facilities which may
help their customers in managing their resources in adequate manner.
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 It is advisable that covid-19 pandemic has mentally changed the world as there is focus
on rapid acceleration of long-term underlying trends. There is need to develop some users
so that customers are able to adjust as per changing scenario.
 As part of hospitality sector Hilton hotel has to now focus on using of digital translation.
There is a noticeable shift in customer purchasing behaviour at customers are more
focusing on value based purchasing. For this purpose Hilton hotel has to now lay
emphasis on travelling essentials and holidays funding for the purchasing categories.
Other customer behaviour trends also include being more self-reliant consumption of
health and fitness supplements and community purchases via apps and websites.
 It is suggested that Covid 19 virus lead to Shift in significant and sustained efforts for
online shopping. There is specific concern that has shifted from economy to more social
implications. It is leading to more concern for the health and hygienic preferences of
customers. It is suggested that return has to focus on having primary concern to prevent
any type of negative impact on the present mindset of customers.
 There is need to develop proper loyalty programs where customers can be engaged for
long term. There must various purchasing points that are to be offered based on the past
historical experience of purchases. Apart from this there are many other perspectives that
are influencing the present customer buying behaviour that is to be Research and based
on it for the strategies are required to be formulated.
Reflection
It is reflected from the above report that there is development of communication and researching
skills that is going to help me in the future perspectives. The process of collecting primary
information has lead to development of verbal communication skills. The process of using
secondary method has helped me in the process of improving my researching skills by using
various journal sources, books, articles for the purpose of having sufficient information base. I
have faced some of the issues in the process of managing the resources so I have to work on my
resource management skills in upcoming future time. Apart from this I also faced some of the
issues in the process of managing the team. For this purpose I used conflict resolution skills and
collaborative working practices that assisted in the process of maximizing the present efficiency
and effectiveness in the research.
29

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