Role of Marketing in Hospitality Business during Covid-19 Pandemic in Marriott

This research project explores the role of marketing in the hospitality industry during the Covid-19 pandemic, with a focus on Marriott. It identifies different marketing strategies used during the pandemic and recommends essential marketing strategies to Marriott for promotions during the pandemic period.

Research
Project Part –
2

TABLE OF CONTENTS
 INTORDUCTION
 RESEARCH AIM & OBJECTIVES
 RESEARCH METHODOLOGY
 MAIN BODY & FINDINGS
 CONCLUSION
 RECOMMENDATION
 REFERENCES

INTRODUCTION
 In the current times, the hospitality sector of the UK is expanding
exponentially at a rapid speed (Olson and et.al, 2018)
 Nevertheless, the sector is being impacted immensely from the current
pandemic covid19 crisis significantly.
 the whole industry has emphasized on particular marketing strategies that
will help in augmenting the opportunities for the business (Gnizy, 2019)

AIM AND OBJECTIVES
Aim
The main aim of the current study is “to comprehend the role being played by marketing
and its utilization for hospitality business during Covid-19 pandemic in Marriott”.
Objectives:
 To identify different marketing strategies used during Covid-19 pandemic.
 To investigate the significance of marketing on Hospitality industry.
 To indicate the importance of marketing in hospitality industry during the pandemic.
 To recommend essential marketing strategies to Marriott for promotions during the
pandemic period.

RESEARCH METHODOLOGY
Type of methodology Methodology used
Research type Qualitative research type
Research approach Inductive approach
Research philosophy Interpretivism philosophy
Data collection Primary and secondary methods
Sampling 30 employees of Marriott hotel UK
Data analysis Qualitative analysis using thematic analysis tool

DATA ANALYSIS
Theme 2:Marketing plays an important role in
Marriott hotel
Theme 1:Marketing strategy involves exploring, creating
and delivering value
Participants Responses
15 Exploring, creating and delivering value
5 Attracting customers
4 Offering information to the customers
6 All of the above
Participants Responses
25 Yes
5 No

Continued….
Theme 3: Number of customers dropped due to
covid19 pandemic Theme 4:Marketing strategies create awareness
Participants Responses
18 Drop in the number of customers
7 Lower profit margins
2 Cancellation of bookings
3 All of the above
Participants Responses
14 Creating awareness
6 Bridge between customers and hotel
6 Achieving business success
4 Promotion of the business

Continued….
Theme 5:Word of mouth marketing strategy was
primarily utilized
Theme 6:Digital marketing as major marketing strategy
used by the hotel during covid19
Participants Responses
6 Intensive
4 Digital media
7 Relationship
13 Word of mouth marketing
Participants Responses
2 Immunity boosting food
8 Cost effective campaigns
4 Health and health care
16 Digital marketing

Continued….
Theme 8: Interacting with the customers was
crucial marketing tactic at the time pandemic
Theme 7:Marketing was very important at the time of
pandemic
Participants Responses
20 Very important
5 Least important
5 Not important at all
Participants Responses
22 Yes
8 No

Continued….
Theme 10:Displaying of cleanliness is
significant strategy that can be adopted by hotel
for promotion during pandemic
Theme 9: Effective marketing strategies was adopted
by hotel during Covid19
Participants Responses
19 Effective
11 To some extent
0 Not effective at all
Participants Responses
2 Breaking out packages
18 Displaying of cleanliness protocols
3 Offering quarantine packages
7 Using social media

CONCLUSION
 It can be undoubtedly concluded that marketing plays a very significant role in the hospitality
sector and that too during the period of pandemic.
 Marketing is very crucial for the hotel as it is directly correlated with the profitability of the
business concern
 The Marriott hotel has adopted was quite effective as they have focused mainly on digital
marketing at the time of crisis.

RECOMMENDATION
 Increased advertising and promotional activities
 Minimizing physical touch with artificial intelligence
 Digital marketing
 Updating the menu

REFERENCES
 Olson, E.M., and et.al., 2018. The application of human resource management policies
within the marketing organization: The impact on business and marketing strategy
implementation. Industrial Marketing Management. 69. pp.62-73.
 Gnizy, I., 2019. The role of inter-firm dispersion of international marketing capabilities in
marketing strategy and business outcomes. Journal of Business Research. 105. pp.214-226.
 Creswell, J.W., 2015. Research Design: Qualitative, Quantitative, and Mixed Methods
Approaches. London, United Kingdom: SAGE Publications.
 Dianto, E., and et.al., 2020. BNI Marketing Strategy for Credit Cards in Dealing Global
Competition in State Bank Indonesia (Persero) Tbk Banda Aceh Branch Office. Budapest
International Research and Critics Institute-Journal (BIRCI-Journal), pp.1134-1146.