Impact of Covid-19 on UK Hospitality Industry: A Case Study of Travelodge

This dissertation proposal aims to identify the negative impact of Covid-19 on the UK hospitality industry, with a case study of Travelodge. It includes research objectives, questions, rationale, literature review, and primary research methods.

Dissertation Proposal
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Introduction......................................................................................................................................4
Background of the Study........................................................................................................4
Research Aim...................................................................................................................................4
Research objectives..........................................................................................................................4
Research Questions..........................................................................................................................4
Rationale.................................................................................................................................5
Primary Research.............................................................................................................................5
REFERENCES................................................................................................................................6
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Introduction
Background of the Study
COVID-19 pandemic has disrupted the whole world around the globe. The outbreak of this
pandemic has severe impact on all industries worldwide in the hospitality and tourism sector is
among the worst affected industries around the world as due to government restrictions on
lockdown organisations (Izadi, Foroudi and Nazarian, 2021). In this, organisations in industry
were forced to close their operations on overall scale. Furthermore it has been underlined that
United Kingdom the hospitality industry due to COVID-19 faced severe challenges which
affected their growth. In this industry many companies those who are conducting their operations
were forced to permanently or temporarily shut down their business due increase in their loans
and inability to recover the payment. The present research is being determined to identify the
overall impact of COVID-19 on the United Kingdom hospitality industry. For this the selected
organization is Travelodge which helps in underlining the major challenges that has been faced
by similar organizations. In this sector present research helps in developing effective form of
understanding related to the contribution of hospitality industry in the economic growth of
United Kingdom along with the manner in which this industry get affected due to COVID-19.
Furthermore, research include strategies to through which Travelodge can overcome the
devastating impact of COVID-19
Research Aim
“To identify the negative impact of Covid-19 on the UK hospitality industry”. A case study
of Travelodge.
Research objectives
The objectives of the research are described in the following:
 To identify the contribution of the hospitality industry in a country
 To evaluate the negative impact of Covid-19 that has been faced by Travelodge
 To determine strategies that can help Travelodge to overcome the negative impacts of
COVID-19
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Research Questions
The research questions are mentioned in the following:
 What is the contribution of the hospitality industry in a country?
 What are the negative impact of Covid-19 that has been faced by Travelodge?
 What are the strategies that can help Travelodge to overcome the negative impacts of
COVID-19?
Rationale
Covid-19 severely disrupted business sectors around the globe in United Kingdom. Due to
this and make the worst hit industry was hospitality industry in this many business organizations
operating in the particular industry get affected in negative manner. In context to this present
research is conducted to effectively conduct a literature review in which with the help of analysis
of journal, online articles better form of understanding associated to the selected topic is being
conducted. Present research is significantly rational for hospitality industry and organisations
like Travelodge those who have faced the severe impact of COVID-19. This will help them to
implement the strategies and further overcome the challenges in a well defined and effective
manner. Furthermore present study is also beneficial for investigator as it helps in having
knowledge and understanding of the contribution of hospitality industry in United Kingdom and
the strategies through which companies in hospitality sector can overcome the negative impact of
Covid-19. Furthermore this research is also practical for students as well as researcher through
which they can conduct future research on the impact of COVID-19 on hospitality industry in
effective manner.
Literature Review
Contribution of the hospitality industry in a country
According to the viewpoint of Zhong, Law and Li, 2021 there is a significant contribution of
hospitality industry in the overall growth of a country in contacts with United Kingdom. It has
been identified that this industry is contributing in GDP and economic growth of country. Along
with this many organizations in hospitality sector are providing various job opportunities to
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individuals and building infrastructure which is attracting country to encourage foreign direct
investment. Furthermore it has been identified that with the help of this industry government is
generating more revenue and having tax which is increasing country positive image around the
globe. It has been identified that there are different types of organization in hospitality industrial
sector in which they are providing opportunities to both skilled and unskilled label on different
scales. In addition to this it has been evaluated that this industry is not only providing travellers
to experience attractive sites in a country but also helps in providing employment opportunity
and also encouraging many other local businesses to conduct their operations. Furthermore it has
been underlined that this industry is playing essential role in enhancing revenue generation of
country and are playing crucial role in value generation in a well defined and effective manner.
Negative impact of Covid-19 that has been faced by Travelodge
According to the viewpoint of Panzone, Larcom and She, 2021 it has been identified that Covid
19 pandemic severely affected organization in hospitality industry sector. It has been identified
that many organizations like Travelodge has faced many economic loss as well as other losses in
terms of making employees voluntarily to quit their job. This organization in this industry faced
many financial and negative impact which affected their ability to attract consumers in conduct
their daily basis operation. Furthermore it has been underlined the Travelodge in this industry
face challenges in terms of security of employees, consumers, maintaining safety managing
relationship with suppliers, project developer etc. Along with this it has been identified that due
to COVID-19 there is a negative impact on organization in terms of shutdown jobs which
affected their ability to generate jobs. Number of negative impacts has been faced by travel lodge
in terms of decrease in sales as well as ability to generate profit.
Strategies that can help Travelodge to overcome the negative impacts of COVID-19
According to the viewpoint Gerwe, 2021 it has been identified that due to COVID-19 there is a
drastic impact on overall economic growth and sale of organization. In this there are different
type of strategies through which Travelodge can significantly reduce negative impact and can
further generate ability to attract consumers. In this there are different type of stratgies such as
company with the help of taking views of technology can conduct their business operations in
cost effective manner (Arthur, 2021). Technology in terms of social media marketing, digital
advertising allow organisations to conduct cost effective advertising which helps in reducing
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most of their burden on budget. Along with this with the help of providing discounts promotions
and systematic pricing strategy will also act as a economic theory through which they can attract
large base of customers and can enhance their overall sales. With the help of taking use of
flexible cancellation price Travelodge can attract larger number of customers and can overcome
the negative impact of Covid-19.
Primary Research
In order to fulfilled aims and objectives of the selected topic researcher with the help of
positivism research philosophy will analyse the objectives in an effective manner. Present
method is being chosen by researcher to conduct subjective data and information analysis in an
effective manner. In relation to research approach researcher with the help of deductive research
approach will fulfill overall aims in effective manner. Primary reason behind taking advantage
of this method is that with the help of this researcher have ability to support the objectives of
investigation and further coordinate with positivism research philosophy (Jones, Krzywoszynska
and Maye, 2021). With the help of taking this researcher is aiming towards to fulfill overall
objectives with the help of facts and conduct the analysis with the help of better testing of
numeric data in information. In terms with resort strategy researcher will undertake use of
quantitative research methods in this investigator will take use of questionnaire. The primary
reason behind taking advantage of this method is that it will help researcher to gain viewpoint of
number of respondents. In this investigator will take advantage of survey method in order to
analyse viewpoint of large number of respondents which will help in enhancing will help in
enhancing viability of collected facts and figures.
In addition to this in terms with research choice investigator will collect reliable as well
as authentic information based on numeric statistics with the help of quantitative research
methods. By taking advantage of this method research resuming toward to fulfill objectives and
journalise them in effective manner. In this researcher will present them with the help of use of
tables as well as charts. In terms of data collection method researcher will take use of both
primary and secondary source of data collection method. In this in context with primary
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research method investigator will collect information and facts with the help of questionnaire in
which with the help of random sampling size 30 respondents is being selected. While in terms
with secondary research method in which researcher will take use of books, journal, articles and
authors to evaluate perception of various authors. In terms with sampling method with the help
of random sampling method procedure with the help of probabilistic sampling method will
draw sample size of 30 respondents. In this it has been underlined that the target segment
population of this research will be Travelodge employees. The primary reason behind selecting
employees as respondents is that they are having more adequate as well as correct knowledge
about the associated topic which will help researcher to enhance appropriateness as well as
authenticity of the collected information and data.
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REFERENCES
Books and Journals
Gerwe, O., 2021. The Covid-19 pandemic and the accommodation sharing sector: Effects and
prospects for recovery. Technological Forecasting and Social Change, 167, p.120733.
Ntounis, N., Parker, C., Skinner, H., Steadman, C. and Warnaby, G., 2021. Tourism and
Hospitality industry resilience during the Covid-19 pandemic: Evidence from
England. Current Issues in Tourism, pp.1-14.
Panzone, L.A., Larcom, S. and She, P.W., 2021. Estimating the impact of the first COVID-19
lockdown on UK food retailers and the restaurant sector. Global Food Security, 28,
p.100495.
Zhong, L., Sun, S., Law, R. and Li, X., 2021. Tourism crisis management: Evidence from
COVID-19. Current Issues in Tourism, 24(19), pp.2671-2682.
Izadi, J., Foroudi, P. and Nazarian, A., 2021. Into the unknown: Impact of Coronavirus on UK
hotel stock performance. European Journal of International Management.
Arthur, R., 2021. Studying the UK job market during the COVID-19 crisis with online job
ads. PloS one, 16(5), p.e0251431.
Jones, S., Krzywoszynska, A. and Maye, D., 2021. Resilience and transformation: lessons from
the UK local food sector in the COVID‐19 pandemic. The Geographical Journal.
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