Hospitality Sector Response to COVID-19: Crisis Management Practices at Novotel London

This research project analyzes the response of the hospitality sector to COVID-19 and crisis management practices at Novotel London. It examines the impact of COVID-19 on the hospitality industry, Novotel London's crisis management plan, and the challenges faced in structuring crisis management plans to respond to the pandemic.

Research Project
(The hospitality sector response to Covid-19 and crisis management practices)

Table of Contents
Chapter 1: Introduction....................................................................................................................3
Background of research...............................................................................................................3
Research Aim:..............................................................................................................................3
Research Objectives:....................................................................................................................3
Research Questions:.....................................................................................................................3
Research Rationale:......................................................................................................................4
Chapter Overview:.......................................................................................................................4
Chapter 2: Literature Review...........................................................................................................5
Impact of COVID-19 on the hospitality sector............................................................................5
Response of Novotel London to COVID-19 in terms of crisis management plan......................6
Challenges faced by Novotel London structuring crisis management plans to respond towards
COVID-19 pandemic...................................................................................................................6
Chapter 3: Research Methodology..................................................................................................7
Chapter 4: Analysis and Findings..................................................................................................10
Chapter 5: Recommendations and Suggestion for further work...................................................10
Chapter 6: Conclusion...................................................................................................................10
References......................................................................................................................................11

Chapter 1: Introduction
Background of research
Crisis management is a plan that is structured in order to deal with future uncertainties in
an effective manner. Having suitable crisis management plan is essential for a company to deal
with the impact of sudden events. Here, crisis can occur due to unexpected events which might
have potential risk. Crisis management aims to minimize damages caused to the organization. In
simple words, there is a complete process followed while crisis occur so that situation can be
handled in better and effective manner. In the present time having suitable crisis management
plan is highly crucial with an aim to minimize the adverse impact of future uncertain events. In
case of hospitality industry COVID-19 has been created ample of uncertainties that might have
significant impact on the organization. In this regard, they need to follow suitable crisis
management practices in an appropriate way. In present case, Novotel London has been selected
as organization which is a prestige company of hospitality industry, offers ample of facilities
such as rooms, spa, resort, food, WI-FI and more. The main aim of present study is to analyze
the impact of COVID-19 on hospitality industry along with suitable crisis management practices,
they follow to deal with crisis.
Research Aim:
“To analyze the response of hospitality sector to COVID-19 and crisis management practices”. A
study on Novotel London.
Research Objectives:
 To understand the impact of COVID-19 on the hospitality sector.
 To evaluate the response of Novotel London to COVID-19 in terms of crisis management
plan
 To identify the Challenges faced by Novotel London structuring crisis management plans
to respond towards COVID-19 pandemic
Research Questions:
 What is the impact of COVID-19 on the hospitality sector?

 What is the response of Novotel London to COVID-19 in terms of crisis management
plan
 What are the challenges faced by Novotel London structuring crisis management plans to
respond towards COVID-19 pandemic?
Research Rationale:
The main aim of conducting present project is to analyze response of hospitality sector
towards COVID-19 pandemic. Further, it also helps in terms of assessing suitable crisis
management practices to deal with crisis in an appropriate way. The current project will provide
helpful in preparing suitable crisis management plan for the betterment of the entity. In personal
context, the project will improve my communication, presentation, data analysis and research
skills to get success & progress In future career.
Chapter Overview:
Chapter One: Introduction- Under this chapter, the initial information of the project is covered
along with aims and objectives of project.
Chapter two: Literature Review- This chapter is likely to include necessary information gathered
from different authors, writers regarding the chosen topic to develop broad understanding about
selected topic.
Chapter three: Research Methodology- This is an important chapter wherein information will be
collected through primary sources using questionnaire.
Chapter Four: Analysis and Findings- Under this, the present information is going to analyze
using suitable charts, graphs, tables and more.
Chapter Five: Recommendations and suggestions for future work-After analyzing the
information, suitable recommendations are developed to improve the research project further.
Chapter Six: Conclusions- This is the final chapter including summarized information of chosen
topic to make the study easier for the readers.

Chapter 2: Literature Review
Impact of COVID-19 on the hospitality sector
According to Gursoy & Chi (2020), COVID-19 has been profoundly affected the
industries by influencing their operations, daily functions and more. It has been disrupted the
business practices drastically as the business entities are not more able to maintain consistency in
their operations to attain pre-defined level of profit margin. Apart from this, it also minimized
the sales & revenue of the company by decreasing the number of customers. During COVID-19,
there was halt on international flights so that it was quite complex for individuals to move from
one place to the other that puts direct impact on the revenue of the company. It is analyzed that
COVID-19 pandemic has been affected each and every sector globally and the hotel industry is
considered as one of the hardest hit sectors. Due to the pandemic, the world’s economy was shut
down suddenly. The pandemic has created a sudden challenge for the entire hospitality industry.
To curb the transmission of deadly virus, suitable measures have been taken by authorities in
terms of community lockdown, social distancing, stay-at-home orders and more. This sudden
pandemic decrease the demand of business (Burhan and et. al, 2021). Nearly all the restaurants
received order to limit their operations and only take away was allowed. Apart from this, stay-at-
home orders facilitate sharp decline in hotel occupancies and revenues. Further, the hospitality
companies were not able to fulfill their daily expense hence they started cost cutting. For this
purpose, they fire ample of staff so that they can minimize salary expenses. Also, pandemic also
minimized the number of visitors within hotel that directly affected their revenue. Even, majority
of the hotels were not able to meet with their daily expense. Therefore, they started to cut down
the salary of staff members.
Now, the reopening process has begun and authorities have started to ease out the
restrictions such as they have been allowed hotels to operate at lower capacity with strict social
distancing guidelines. However, the hospitality industry is recovering slowly but COVID-19 has
still profound impact on operations and functions of hospitality business. In the COVID-19
business environment, hospitality entities were expected to make profound changes in their
operations to ensure safety of employees and customers (Chen and Hang, 2021). Besides this,
customers also not likely to feel comfortable in terms of visiting in restaurants and hotels as they

are still in panic. This affects the revenue and operations of respective business entity in
profound manner.
Response of Novotel London to COVID-19 in terms of crisis management plan
According to Pavlatos, Kostakis and Digkas, (2021), hotel industry is one of the most
adversely affected industry due to the impact of COVID-19 pandemic. The recovery of the sector
relies on the capacity of the industry to control the impact of pandemic. There is no doubt that
pandemic has been created numerous unprecedented crisis which might differ from industry to
industry. Due to the serious impacts, it has become essential for the hospitality industry to
analyze the economic impact of COVID-19 in the hotel industry along with the impact of
economic policies in order to support the industry profoundly. Here, crisis management might
prove helpful in terms of dealing with severe impacts of pandemic. During crisis management,
Ritz London is likely to structure suitable strategies and plans so that they can deal with sudden
impacts of pandemic in profound manner. During crisis management, they are likely to do
planning using available information so that crisis can be handles appropriately (Tiwari and
Sanjeev, 2021). Further, crisis management is useful in terms of circulating information among
the staff members so that the best possible decisions can be taken. Further, information is helpful
in taking prompt and effective decisions with an aim to minimize the adverse impacts of
COVID-19 pandemic. In case of Ritz London, they structure crisis management plan so that they
can deal with sudden events in order to minimize damages to revenue and resources effectively.
Further, they are also likely to offer suitable training to the workforce so that overall skills and
competencies of worker get enhances and they can contribute in terms of structuring suitable
strategies to deal with future crisis profoundly (Mehta, Kumar and Ramkumar, 2021). Through
crisis management, it is possible to undertake suitable steps proactively so that they can deal with
crisis in an efficient manner. Moreover, crisis management makes the entity enable to deal with
sudden events in a systematic manner. This helps the entity in dealing with future crisis
effectively so that they can earn significant amount of revenue and profit for further betterment.
Challenges faced by Novotel London structuring crisis management plans to respond towards
COVID-19 pandemic
According to Gupta and Sahu, (2021), it is analyzed that COVID-19 has been profoundly
affected the industries by influencing their operations, daily functions and more. It has been

disrupted the business practices drastically as the business entities are not more able to maintain
consistency in their operations to attain pre-defined level of profit margin. Additionally, Due to
the serious impacts, it has become essential for the hospitality industry to analyze the economic
impact of COVID-19 in the hotel industry along with the impact of economic policies in order to
support the industry profoundly. Crisis management plans play an imperative role in dealing with
sudden events like pandemic. But, it is not easy to structure suitable crisis management plan to
respond towards pandemic. During crisis management, Ritz London faced issues of lack of
coordination. To deal with any crisis, it is highly crucial to have proper coordination among staff
members so that they can collaboratively work to deal with sudden events. In case of lack of
coordination, conflicts arise among workers so that they cannot effectively contribute in terms of
dealing with COVID-19 pandemic (Guzzo and et. al., 2021). In addition to this, Ritz London is
also likely to face the issue related to communication. To implement crisis management plan, it
is imperative to maintain proper communication among staff members. Here, communication is
useful in terms of exchanging necessary amount of information so that effective & prompt
decisions can be made. When there is lack of communication, it is quite complex for the
companies to deal with sudden events. Support of every worker is really important to deal with
uncertainties in profound manner. Sometimes, all the employees are not likely to contribute in
terms of dealing with crisis that might create significant barrier in terms of dealing with crisis to
responds towards COVID-19 pandemic. During COVID-19, there were huge uncertainties hence
it was complex for the companies to reach at appropriate conclusion. During such uncertainties,
it is also difficult to keep proper control over the flow of information (Chen and Hang, 2021).
Sometimes, there might be overflow of information or sometimes there might be lack of
information that will create barriers in structuring suitable crisis management plan to respond
towards COVID-19 pandemic. Therefore, Ritz London has been faced ample of issues and
complexities in terms of dealing with COVID-19 pandemic profoundly.
Chapter 3: Research Methodology
This is one of the most important chapters of the research report that includes ample of elements
including data collection and analysis techniques. It helps in collecting adequate amount of

information so that critical analysis can be performed regarding the selected topic. In research
methodology, ample of elements like research philosophy, research approaches, strategies, data
collection methods and more are considered. In this regard, necessary elements of research
methodology are mentioned below:
Research Philosophy: This is an important component of research methodology wherein
beliefs and assumptions regarding the selected research topic is considered significantly. Further,
it is helpful in terms of developing broad knowledge and understanding base regarding the
selected phenomenon. There are two major philosophies are considered during completion of
project work like Interpretivsim and positivism (Hughes and Barlo, 2021). In present case, there
is selection of positivism philosophy as it based on using objective techniques to analyze the data
appropriately. Further, this helps in making critical analysis of the topic through numerical
techniques for further betterment.
Research Approaches: In second layer of research onion framework, research
approaches are considered as these provide guidance and support to researcher in terms of
successful completion of project work. Inductive and deductive are two major research
approaches (Rosskam, 2018). Based on the nature of current project, there is selection of
deductive approach as it helps in terms of analyzing the available theory and concept in an
appropriate manner. Further, the respective approach is useful in terms of making objective
analysis of the available topic.
Research Strategy: This is a significant element of research onion framework. It
includes numerous steps that help in supporting and guiding research for timely completion of
the project work. In research strategy, several elements are covered so that investigator can
successfully attain stipulated project goals. There are several research strategies are used in
completion of project work like case study, systematic literature review, survey and more
(Gaudet, 2018). In present context, survey strategy has been chosen as it is imperative in order to
collect wide range of information from respondents during stipulated period of time.
Choice of methods: In completion of research project, there is requirement to choose
appropriate methods. For this purpose, two important methods are considered such as qualitative
and quantitative. In case of qualitative method, in-depth and detailed information is gathered

based on the selected research topic whereas quantitative method is based on using numerical
and statistical techniques to analyze the data and information in an appropriate manner (Ross and
Call-Cummings, 2020). Based on nature of present project, quantitative method has been chosen
where information will be analyzed based on charts, graphs, tables and more.
Data collection methods: While undertaking project work, it is highly imperative to
collect adequate amount of data. Without availability of suitable amount of data, it is quite
complex to complete the project work in successful manner. In this context, there are two major
methods of data collection such as primary and secondary. In case of primary method of data
collection, information is directly gathered from participants. Here, information is completely
raw that is first handed. Also, primary data is authentic and raw so that pre-defined goals can be
attained. In case of secondary method, huge amount of information is gathered from different
sources like websites, publications, books and more (Coppedge and et. al., 2019). In present
context, primary data will be gathered by using questionnaire through participants. Also, huge
amount of information will be collected through different websites, articles, publications and so
on.
Time Horizon: In research onion framework, time horizon is considered as an
imperative element that is based on collecting necessary amount of information during a
particular period of time (Rodrigues and Rosa, 2019). Out of cross-sectional and longitudinal,
there is selection of cross-sectional method to gather information within set period of time.
Sampling: In sampling, units are included in sample to analyze the entire population
appropriately. From probability and non-probability, probability sampling method has been
chosen to select sample fairly. This will help in making true selection of units so that pre-defined
goals can be attained (Walker, Lin and McCline, 2018). In present context, 30 employees of
Novotel London have been chosen to construct sample in an appropriate manner.
Ethical consideration: To complete project report successfully, it is imperative to
follow necessary ethics. In present context, researcher is likely to follow suitable principles such
as confidentiality, anonymity and more to keep the data safe and secure (Staron, 2020). Further,
data protection act has also been followed by researcher to protect the data of respondents
appropriately.

Chapter 4: Analysis and Findings
Questionnaire
Questions Frequency
Q1). Do you know regarding the concept of crisis management in
context of hospitality industry?
Frequency
a) Yes 18
b) No 4
c) Somewhat 8
Q2). In your consideration, what is the impact of COVID-19 pandemic
over hospitality industry?
Frequency
a) Reducing income 9
b) Decrease in the overall number of customers 8
c) Increase in operational cost 6
d) All of the above 7
Q3.) How COVID-19 pandemic affects the operations and function of
Novotel London?
Frequency
a) Negative impact on supply chain 12
b) Minimize the revenue and income 6
c) c) Layoff of staff members 5
c) All of the above 7
Q4.) In your consideration, what crisis management practices are used
by Novotel London in terms of responding COVID-19 pandemic?
Frequency
a) Formulating suitable plans 9
b) Responding in timely manner 7

c) Delegating responsibility and minimizing miscommunication 5
d) All of the above 9
Q5.) According to you, does effective crisis management practices are
usedful for Novotel London in terms of dealing with the adverse impact
of COVID-19 pandemic?
Frequency
a) Yes 20
b) No 4
c) MayBe 6
Q6.) As per you, what are the barriers faced by Novotel London while
preparing crisis management plans in terms of dealing with the impact of
COVID-19?
Frequency
a) Overflow of information 14
b) Lack of visibility 7
c) Lack of coordination 4
d) All of the above 5
Q7) As per you, does crisis management plan of Novotle London is
useful in ensuring success and growth of the company in terms of
dealing with the adverse impact of COVID-19 profoundly?
Frequency
a) Yes 22
b) No 3
c) May Be 5

Theme: Concept of crisis management in context of hospitality industry
Q1). Do you know regarding the concept of crisis management in
context of hospitality industry?
Frequency
a) Yes 18
b) No 4
c) Somewhat 8
a) Yes b) No c) Somewhat
0
2
4
6
8
10
12
14
16
18
20
Interpretation: From the above –graph, it is found that 18 respondents out of 30 are well-known
with the concept of crisis management in hospitality industry whereas 4 participants are not
familiar to the crisis management concept in context of hospitality industry. There are also 8
individuals who have been shown neutral response in terms of having knowledge regarding the
concept of crisis management.
Theme: Impact of COVID-19 pandemic over hospitality industry
Q2). In your consideration, what is the impact of COVID-19 pandemic
over hospitality industry?
Frequency
a) Reducing income 9

b) Decrease in the overall number of customers 8
c) Increase in operational cost 6
d) All of the above 7
a) Reducing income b) Decrease in the
overall number of
customers
c) Increase in
operational cost d) All of the above
0
1
2
3
4
5
6
7
8
9
10
Interpretation: It is analyzed through above-chart that as per 9 respondents reducing the
income level is the major impact of COVID-19 pandemic over hospitality industry whereas there
are also 8 participants who consider that the pandemic caused decrease in overall number of
customers significantly. Also, there are 6 participants as per whom increase in operational cost is
a major significant impact of COVID-19 over hospitality industry whereas 7 individuals consider
that all the above-mentioned impacts significantly affect hospitality sector profoundly.
Theme: Impact of COVID-19 pandemic on the operations and function of Novotel London
Q3.) How COVID-19 pandemic affects the operations and function of
Novotel London?
Frequency
a) Negative impact on supply chain 12
b) Minimize the revenue and income 6
c) c) Layoff of staff members 5

e) All of the above 7
a) Negative impact
on supply chain b) Minimize the
revenue and income c) c) Layoff of staff
members a) All of the above
0
2
4
6
8
10
12
14
Interpretation: After interviewing 30 respondents, it is monitored that COVID-19 pandemic
caused negative impact over supply chain of Novotel London whereas as per 6 individuals
minimizing the revenue and income is one of the major impact of pandemic over operations and
functions of Novotel London. There are 5 participants who consider that layoff of staff members
is one of the significant impacts of COVID-19 pandemic over operations and functions of
Novotel London whereas as per 7 individuals all the above-mentioned impacts are effectively
affect the operations and functions of the respective company.
Theme: Crisis management practices used by Novotel London in terms of responding COVID-
19 pandemic
Q4.) In your consideration, what crisis management practices are used
by Novotel London in terms of responding COVID-19 pandemic?
Frequency
a) Formulating suitable plans 9
b) Responding in timely manner 7
c) Delegating responsibility and minimizing miscommunication 5

d) All of the above 9
a) Formulating
suitable plans b) Responding in
timely manner c) Delegating
responsibility and
minimizing
miscommunication
d) All of the above
0
1
2
3
4
5
6
7
8
9
10
Interpretation: After analyzing the above-chart, it is monitored that as per 9 individuals the
major important crisis management practice for Novotel London us formulating suitable plans to
deal with the future impact of COVID-19 whereas as per 7 individuals responding in timely
manner is the most significant crisis management practice for Novotel London to deal with
COVID-19. There are other 5 participants who consider delegating responsibility and
minimizing miscommunication as one of the imperative steps to deal with adverse impact of
pandemic whereas as per 9 respondents all of the above-mentioned practices of crisis
management to deal with significant impact of COVID-19 pandemic.
Theme: Role of effective crisis management practices for Novotel London in terms of dealing
with the adverse impact of COVID-19 pandemic
Q5.) According to you, does effective crisis management practices are
usedful for Novotel London in terms of dealing with the adverse impact
of COVID-19 pandemic?
Frequency
a) Yes 20

b) No 4
c) MayBe 6
a) Yes b) No c) MayBe
0
5
10
15
20
25
Interpretation: Out of the above-graph, it is analyzed that as per 20 participants effective crisis
management practices of Novotel London are useful in dealing with adverse impact of COVID-
19 pandemic whereas 4 individuals consider that effective crisis management plans do not help
in dealing with negative impacts of COVID-19 pandemic. Also, 6 respondents have been
demonstrated neutral response in terms of impact of crisis management practices to deal with the
impact of COVID-19 pandemic.
Theme: Barriers faced by Novotel London while preparing crisis management plans in terms
of dealing with the impact of COVID-19
Q6.) As per you, what are the barriers faced by Novotel London while
preparing crisis management plans in terms of dealing with the impact of
COVID-19?
Frequency
a) Overflow of information 14
b) Lack of visibility 7

c) Lack of coordination 4
d) All of the above 5
a) Overflow of
information b) Lack of visibility c) Lack of
coordination d) All of the above
0
2
4
6
8
10
12
14
16
Interpretation: As per above graph, 14 individuals consider that overflow of information as a
major barrier of crisis management whereas 7 individuals consider that lack of visibility is one of
the significant barriers of crisis management in terms of responding towards COVID-19
pandemic. There are other 4 individuals who think that lack of coordination are the significant
barrier whereas 5 individuals consider that all the above-mentioned barriers are faced by Novotel
London while structuring crisis management plan to deal with COVID-19 pandemic.
Theme: Role of crisis management plan of Novotle London in ensuring success and growth of
the company in terms of dealing with the adverse impact of COVID-19 profoundly
Q7) As per you, does crisis management plan of Novotle London is
useful in ensuring success and growth of the company in terms of
dealing with the adverse impact of COVID-19 profoundly?
Frequency

a) Yes 22
b) No 3
c) May Be 5
a) Yes b) No c) May Be
0
5
10
15
20
25
Interpretation: After analyzing, the above –graph, it is found that as per 22 respondents crisis
management plan are helpful in ensuring success and growth of the company whereas 3
individuals consider that crisis management plan is not useful to ensure success and growth of
the entity in terms of responding COVID-19 pandemic. There are other 5 individuals who have
been shown neutral response in terms of usefulness of crisis management practices used by
Novotel London to deal with COVID-19 pandemic effectively.

Chapter 5: Recommendations and Suggestion for further work
From the above-mentioned information, it is found that Novotel London is facing ample of
complexities in terms of dealing with adverse impact of COVID-19. Here, they are likely to
follow suitable crisis management practices so that they can deal with adverse impact of the
pandemic. For this purpose, they need to follow certain pre-defined recommendations which are
mentioned below:
 It is suggested that the business managers of Novotel London needs to maintain proper
flow of information within the company so that appropriate decisions can be made. Here,
adequate amount of information is useful in terms of handling the unpredictable
situations profoundly so that the organization can succeed in future period of time.
 Planning is really imperative to deal with uncertainties. In current situation, Novotel
London is required to make appropriate crisis management plans so that they can easily
handle the future situations. By planning, it is also possible to minimize the adverse
impact of future uncertainties to earn substantial amount of profit margin.
 Training and development plays an imperative role in enhancing the skills, competencies
and proficiency of workforce that is really crucial to handle the unpredictable situations
in better manner. It is suggested that business managers of the respective company need
to arrange appropriate training & development programs for the employees so that they
can effectively performed their assigned duties. Further, this will also help in enlargement
of the entity in future period of time.
 To gain appropriate outcomes, it is imperative to keep the employees motivated. For this
purpose, there is requirement to follow suitable motivational strategies including
monetary and non-monetary rewards. In context of Novotel London, they are suggested
to adopt suitable monetary and non-monetary techniques based on the individual need of

the employees. By choosing suitable motivational method, it is easy to develop
willingness among workers so that they get ready to perform their duties efficiently.
 It is suggested that the respective company needs to reward workers for their better
performance. In this regard, they need to adopt non-monetary ways such as
acknowledgment, appreciation and more so that staff members willingly contributed
towards future success and growth of the entity.
Chapter 6: Conclusion
After going through with the above-mentioned information, it can be concluded that Crisis
management is a plan that is structured in order to deal with future uncertainties in an effective
manner. Having suitable crisis management plan is essential for a company to deal with the
impact of sudden events. Here, crisis can occur due to unexpected events which might have
potential risk. Further, COVID-19 has been profoundly affected the industries by influencing
their operations, daily functions and more. It has been disrupted the business practices drastically
as the business entities are not more able to maintain consistency in their operations to attain pre-
defined level of profit margin. It is monitored that crisis management might prove helpful in
terms of dealing with severe impacts of pandemic. During crisis management, Ritz London is
likely to structure suitable strategies and plans so that they can deal with sudden impacts of
pandemic in profound manner. It is found that to deal with any crisis, it is highly crucial to have
proper coordination among staff members so that they can collaboratively work to deal with
sudden events. In case of lack of coordination, conflicts arise among workers so that they cannot
effectively contribute in terms of dealing with COVID-19 pandemic

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Online

Effects of COVID-19 pandemic on hospitality industry: review of the current situations and a
research agenda, Journal of Hospitality Marketing & Management, 29:5, 527-
529, DOI: 10.1080/19368623.2020.1788231