Impact of Pandemic on the Hospitality Industry: Trends, Challenges, and Strategies

To analyze how the
hospitality industry has
changed since Pandemic

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................5
Background..................................................................................................................................5
Aim...............................................................................................................................................5
Objective......................................................................................................................................5
Research question........................................................................................................................5
Significance..................................................................................................................................6
Rationale......................................................................................................................................6
LITERATRURE REVIEW.............................................................................................................7
Trends of hospitality industry during Covid-19...........................................................................7
Challenges faced by hotels since pandemic.................................................................................8
Strategies used by hotels in order to combat situation of pandemic............................................9
RESEARCH METHOLOGY........................................................................................................10
Research type.............................................................................................................................10
Research approach.....................................................................................................................10
Research Philosophy..................................................................................................................11
Data collection...........................................................................................................................11
Data analysis..............................................................................................................................11
Sampling....................................................................................................................................12
Ethical consideration..................................................................................................................12
Limitation...................................................................................................................................12
Reliability and validity...............................................................................................................12
DATA ANALYSIS AND FINDINGS..........................................................................................13
Conclusion.....................................................................................................................................21

Recommendations..........................................................................................................................21
REFRENCES.................................................................................................................................23
APPENDIX 1.................................................................................................................................25
Questionnaire.............................................................................................................................25
APPENDIX 2.................................................................................................................................27
RESEARCH PROPOSAL.........................................................................................................27
Background................................................................................................................................27
Aim.............................................................................................................................................27
Objective....................................................................................................................................27
Research question......................................................................................................................27
Rationale....................................................................................................................................28
Significance................................................................................................................................28
LITERATURE REVIEW..............................................................................................................28
RESAERCH METHODLOGY.....................................................................................................29
Research type.............................................................................................................................29
Research approach.....................................................................................................................29
Research philosophies................................................................................................................29
Data collection...........................................................................................................................30
Data analysis..............................................................................................................................30
Reliability and validation...........................................................................................................30
Limitation...................................................................................................................................30
TIMELINE....................................................................................................................................30
REFERENCES..............................................................................................................................32
APPENDIX 3.................................................................................................................................33
Presentation................................................................................................................................33

INTRODUCTION
Background
Pandemic is one of the worst situations that have been and still impacting the various
sectors of worlds. The present condition has been adversely affected by the cons of covid crises
which has enable the organization of several sectors to evolve different pattern for operating and
functioning. It has been analyzed that among all sectors, hospitality sector is affected the worst
from pandemic and that is why, the research could shed a light upon the ways through companies
will revive from this situation easily. The current research concentrates on the impact of
pandemic emerged changes in hospitality sector of United Kingdom. The focus of current study
is evaluated the trends and challenges being faced by hospitality sector as whole. In addition to
this, it is one of the most crucial sector which provides assist in generating various opportunity
for growth of nation so it becomes important to look into this topic to attain knowledge regarding
the same.
Aim
To investigate the ways in which hospitality sector has been changed since the Pandemic
Objective
 To identify the trend of hospitality industry during the covid-19
 To examine the challenged faced by hotels since pandemic
 To ascertain strategies used by hotels in order to combat the situation of pandemic
 To recommend the best ways through which hotels may back on track after the covid 19
and enhance its performance.
Research question
 What are the trends of hospitality sector?
 What are the challenges faced by hotels since pandemic?
 What are the strategies for combating situation of covid 19?
 What are the ways through hospitality sectors can back on track after pandemic to
enhance its performance?

Significance
This will provide assistance to firms operating in hospitality sector for understanding
crucial factors to improve current condition. The importance of the present study is related to the
firms who are operating under hospitality sector so that they implement the strategies in order to
meet the defined aim. Also, the significance of the study is related to other scholars who also
want to study on this particular topic so that they use the sources and information as a secondary
research. Overall, it can be stated that through the present study, scholar is able to examine the
challenges as well as strategies to combat from the worst situation and this in turn causes positive
impact upon the overall performance easily.
Rationale
The purpose behind selecting this specified topic is to understand the current situation
and its impact on hospitality sector. It is identified as issue due hospitality sector’s significant in
UK growth and development which getting lower as compared to previous. This in turn
recognized as a research issue because in today’s world it is essential to identify suitable
strategies for overcoming challenges of pandemic to attain sustainability, otherwise it causes
adverse impact upon the overall performance of a business. With the help of present study,
scholar also define the ways through which hospitality sector able to minimize the challenges
pertaining to pandemic. Further, investigator could shed a light through thematic data analysis in
order to understand the strategies implemented by the hospitality industry that assist to attain the
objective of hospitality sector during pandemic.
Another rationale for conducting the study on this topic is such that scholar have their
own interest to study on this topic in order to raise the knowledge pertaining to strategies
employed by hospitality sector. Moreover, University provided the title and that is why, there is a
need to study on this topic so that it assists scholar to enhance their current knowledge and
generate the best outcomes as well.

LITERATRURE REVIEW
Trends of hospitality industry during Covid-19
As per the views of Bajrami, and et.al, (2021)hospitality industry is going under varied
new transformation phase during Covid-19 pandemic period, where trends are being shaped
within industry dynamically for strengthening people confidence again. Globally pandemic has
slowed people bookings within hotels and to further extensive dynamic competencies being
shaped up within Covid-19 for setting comeback effectively and gaining consumers confidence.
Virtual reality factor is one of the most essential factors evolving, where it is an increasing
popularity fort organizing hybrid events. Virtual outreach holds specific focus for evolved
competencies, a where participation is done by hotels to provide people high scale comfortable
experience and larger scale diverse experience. Also, second trend is of social well-being, where
health and wellness are widely focused on to provide customers best comfortable experience.
Hotels are investing towards regular sanitization facilities and health check up facilities for all
people, where temperature checks up is also there. It has been also found that investments are
further correlated towards operating best strategic innovations, larger scale creative health and
wellness facilities for gaining consumers confidence (2021 Top hospitality industry trends,
2021). During Covid -19, travel can only regain confidence among people when hospitality
industry further consistently bring on best health safety practices for people.
Sustainability has been found to be another key trend where hospitality industry is widely
investing for synchronizing new aspects of planned eco friendly practices, and sustainable
competencies which strengthens up larger scope variedly. However, Denizci Guillet and
Chu(2021) presented contrast aspects in research papers where trends within hospitality industry
after Covid-19 are typical to be practically implemented for gaining customers confidence. The
changing social living factors around world has been drastically impacting hospitality measures
among hotels, where for strengthening new measures it will took larger time period.
Furthermore, it can be also analyzed that strategic vision and larger scale consistent expertise
factors has to be further implemented by managers, leaders at hospitality companies for
strengthening competitive innovation rise actively. In addition to this, it is also analyzed that
customers are also focused upon the sustainability and that is why, they prefer those hotels who

consider such aspects in order to ensure hotels have taken any positive steps to responding the
pandemic situation.
Challenges faced by hotels since pandemic
As noted byDwivedi and Rathore (2021), there are various challenges faced by hotels
within hospitality industry since global pandemic Covid-19, where there are varied new downfall
factors experienced by companies to regain strengthened vision. Decline in consumer’s bookings
and confidence towards safety standards among people has declined their confidence to travel,
which has lowered hospitality industry performance benchmarks widely. This further can be
analyzed that hotels change in revenue and goodwill benchmarks has been resulting in extreme
downfall in bookings by people. Challenges faced by hotels also signifies that there is an extreme
pressure of keeping up with safety measures and sanitation requirements on regular time periods,
where this further bring rise on new investments priorities. Hotels have been constantly focusing
to further bring on further confidentrise among people, by investing towards welfare and social
standards.
The challenge of increasing resources investments also comes as specific parameters,
where further new resources larger scale connective benchmarks is challenging for practical
implementation. This further also signifies that hotels have to further train staff, as per new
safety and welfare regulations for gaining consumers confidence back which also holds varied
new specific problems. Hospitality trends investments have to be further significantly worked
on, as there is varied scale decline in people confidence for bookings for travel. Due to close
down in aviation and tourism globally, hospitality faces extreme challenge where further
strategic planning is needed to regain larger scale rise profoundly.
According to Dube, Nhamo and Chikodzi(2021) hospitality industry also faces
challenges regarding to changing requirement of the customers and this in turn cause adverse
impact upon the overall performance. Thus, it might causes opposite impact upon the sales
performance and this in turn somehow leads to affect the overall performance in adverse manner.
It is not easy to examine the changing perception of customers because they are only focused
upon safety and precautions that might affect the overall performance in adverse manner. As a
result, it leads to cause direct impact upon the sales performance of a business that causes brand
image of a company in negative way. Hence, to overcome such situation, it is necessary for the