Investigating Customer Behaviour in the Hospitality Industry during COVID-19 Pandemic

Research Project

Summary
In the below report, it covers the investigation of customer behaviour at a time of covid
pandemic. This is considered to be the most important topic because in this investigator will
cover customer behaviour in hospitality industry this report covers introduction to the topic then
it covers aim, objectives and questions. This consist of research rationale and research
methodology. Then it covers data analysis and interpretation and findings. At last it covers
recommendation and suggestions, conclusion and reflection of the investigator. Then it consists
of last references.

Contents
Summary..........................................................................................................................................2
Introduction......................................................................................................................................4
Research aim....................................................................................................................................4
Research objectives.........................................................................................................................4
Research questions...........................................................................................................................5
Research rationale............................................................................................................................5
Literature review..............................................................................................................................5
Research methodology.....................................................................................................................7
Analysis and findings....................................................................................................................10
Data interpretation and findings....................................................................................................13
Reflection.......................................................................................................................................21
Recommendations and suggestions...............................................................................................21
Conclusion.....................................................................................................................................22
REFERENCES..............................................................................................................................23
Appendix........................................................................................................................................25

Project title: “To investigate the behaviour of customers towards the hotel in the pandemic
situation of COVID-19.” A study on hub by Premier Inn London City Bank hotel.
Introduction
Hospitality industry is the one of the biggest industries in the all over the world. As it
works towards the customer satisfaction. Customer satisfaction is more important for every
industry. Because if customers are satisfied then company or hotel can research to its
organisational goals and objectives. This is considered to be the effective manner in which a
company needs to work accordingly. In this report the hotel which is taken is premium Inn
London city hotel. This hotel is responsible for providing accommodation and food services to
the customers so that they are satisfied. At the time of Covid pandemic situation, hotel has faced
certain issues and challenges in operating their business activities. In this situation, behaviour of
customer is changing day by day (Bachas and et. al., 2020). As at that time customers are not
going out to the hotel. So, for that hotels are using certain strategies and promotional methods
which can attract customers at the time of pandemic situation. The objectives and aims of this
research report are to investigate the buying behaviour of customer towards the hotel in a
pandemic situation. This report consists if various objectives and questions which will helps the
investigator in knowing about the behaviour of customer. This report includes literature review,
research methodology which is done through primary and secondary methods both. Research
report also involves at last conclusion and recommendation and reflection of investigator.
Research aim
“To investigate the behaviour of customers towards the hotel in the pandemic situation of
COVID-19.” A study on hub by Premier Inn London City Bank hotel.
Research objectives
 To investigate the impact of COVID-19 over the hospitality industry.
 To explore the behaviour of customers towards hub by Premier Inn London City Bank
hotel in pandemic situation of COVID-19.
 To identify the ways by which hub by Premier Inn London City Bank hotel can sustain
their guest for longer period of time.

Research questions
 What is the impact of COVID-19 over the hospitality industry?
 What is the behaviour of customers towards hub by Premier Inn London City Bank hotel
in pandemic situation of COVID-19?
 What are the ways by which hub by Premier Inn London City Bank hotel can sustain
their guest for longer period of time?
Research rationale
The rationale of choosing this research topic is that it helps the investigator in knowing
and understanding about the topic of customer changing behaviour at the time of covid pandemic
(Barnes, Diaz and Arnaboldi, 2020). This has made an investigator in conducting research
effectively. This helps the investigator in enhancing his knowledge and skills. Also, it is more
important for the hotel to conduct this research because this helps the investigator in enhancing
his various skills like communication skills, analysing skills and decision-making skills. These
skills help the investigator in conducting this research successful and making appropriate
decision related to the collected data and information. The objectives of this research report help
the researcher in exploring the behaviour of customer and understanding various ways which can
helps sustain customer for longer time.
Literature review
Impact of COVID-19 over the hospitality industry
According to the views of Gursoy and Chi, 2020, the effects of covid 19 has spread
across the entire world. The major focus of government is safety of people and customers. There
is a severe impact of pandemic on the hospitality industry. Because at the time of pandemic
government have made a rule and regulation of shutdown of their hotels and business. They
declared lock down and results in reducing their profits and revenue (Effects of COVID-19
pandemic on hospitality industry, 2020). It is said that hospitality industry and their clients are
the one which first have experienced a bad weather conditions, but now they they moving
quickly and remaining focussed on understanding the concept and quantifying the operational
and financial impact on their business. The decisions which are taken by government is to shut
down the hotels, resorts and restaurants, cinemas and theme parks. This all have affected the
tourism sector also. The operators and investigators are trying to investigate and taking out

working capital issues and staying close contacts with other stakeholders. There is an operational
impact and mitigation which is seen at the time of pandemic. Hospitality industry needs to face
certain challenges and issues.
However, hospitality industry is slowly recovering its operations and functional activities. Now
customers are currently coming to the hotel and this has built the hotel reputation and increase in
hotel profitability. Now a day’s hospitality industry is using certain sustainable changes which
can helps them in attracting customers. They are mostly following all the safety measures. These
measures are keeping social distancing and maintaining hygiene and gradually following
government restrictions (Bartsch and et. al., 2020). Also, by using sustainable measures, hotel is
ensuring customer and employees safety, enhancing customers willingness etc. this research is
taken as important for investigator because it helps him in enhancing knowledge and skills. This
topic is most important because it helps the investigator in knowing about the impact of
pandemic on hospitality industry.
Behaviour of customers towards hub by Premier Inn London City Bank hotel
According to the views of Abhilash Kumar Singh, 2021, the impact of covid 19 has on the
behaviour of customer very bad. As this has affected a lot more to hospitality industry. The main
goal of a company and hotel is t identify what is customer needs and demands. But due to this
pandemic, the hotel can’t be identifying customer change a behaviour. Some of the hotels are
starting themselves as on online platforms so that they can reach to customer demands and needs.
This pandemic has dramatically has affected customer behaviour to much towards the hotel and
offering of a hotel. Moreover, new habits have been arising in customer behaviour. They are
more focusing on their health and hygiene. because they have hit more by crisis. So that is why it
is important for a hotel to understand customer behaviour at a time and after a time of pandemic.
This will help them in attracting customers towards their brand and achieving their
organisational goals and objectives. By understanding customer behaviour, Premium Inn hotel
can easily provide quality of service to their customers. In order to gain customer satisfaction,
hotel needs to work on the improvements of their products and services and also works on issues
of customers related products (Impact of the COVID-19 pandemic on consumer behaviour,
2021). Hotels should also focus on hygiene and health safety measures. This will help them in re-
engaging their trust and building trust of consumers, by this hotel can able to rebuild their image