Impact of social media on hotel performance during COVID-19

This research aims to examine the effectiveness of social media in increasing the performance of hotels during the COVID-19 pandemic. The study focuses on Clayton Hotel City of London and explores the role of social media in hotels, the issues faced by the hotel during COVID-19, and the measures taken to improve performance. The research uses a positivist research philosophy, deductive research approach, and survey research strategy. Data will be collected through primary and secondary methods, and a sample size of 40 respondents will be chosen using random sampling.

Research project
proposed

Table of Contents
INTRODUCTION...........................................................................................................................1
Background of Research.........................................................................................................1
Research Aim.........................................................................................................................1
Research Objectives...............................................................................................................1
Research Questions................................................................................................................1
Rationale of Research.............................................................................................................2
TIME FRAME.................................................................................................................................2
LITERATURE REVIEW................................................................................................................2
Role of social media in hotel..................................................................................................2
Effectiveness of social media over increasing performance of hotel during pandemic of
COVID-19..............................................................................................................................3
Issues faced by Clayton Hotel City of London during COVID-19........................................3
Different measures hotel, opt to improve their performance during COVID-19...................4
METHODOLOGY..........................................................................................................................5
Research Philosophy..............................................................................................................5
Research Approach.................................................................................................................5
Research Choice.....................................................................................................................5
Research Strategy...................................................................................................................5
Data collection........................................................................................................................5
Sampling.................................................................................................................................6
REFERENCES................................................................................................................................7

TITLE: Impact of social media on hotel performance during COVID-19.
INTRODUCTION
Background of Research
Social media is defined as the computer based technology which mainly facilitates sharing
thoughts, information and ideas by developing virtual communities and networks. This is internet
based technology and provides the quick electronic communication content. Social media mainly
gives hotels chance to develop on guest relationships, develop SEO content and strengthen
online reputation of hotel (Alonso and et. al., 2020). Clayton Hotel City of London executed full
range of the increased satisfaction process and also reviewed the new practices. This hotel
leverage social media to market hotel at the time of COVID-19 and update information on its
social media accounts with necessary travel information.
Research Aim
The aim of this research is “To examine the effectiveness of social media over increasing
performance of hotel during pandemic of COVID-19.” A study on Clayton Hotel City of
London.
Research Objectives
 To examine the role of social media in hotel.
 To analyse the effectiveness of social media over increasing performance of hotel during
pandemic of COVID-19.
 To determine the issues faced by Clayton Hotel City of London during COVID-19.
 To identify the different measures hotel, opt to improve their performance during
COVID-19.
Research Questions
 What is the role of social media in hotel?
 What is the effectiveness of social media over increasing performance of hotel during
pandemic of COVID-19?
 What are the issues faced by Clayton Hotel City of London during COVID-19?
 What are the different measures hotel opting to improve their performance during
COVID-19?

Rationale of Research
The present research is related to examine the effectiveness of social media over
increasing performance of hotel during pandemic of COVID-19. Through conducting the present
investigation, leader can enhance its understanding about the use of social media for hotels in
pandemic of COVID-19. This helps the learner to enhance the personal understanding and skills
to conduct similar type of research in the future context (Filimonau, Derqui and Matute, 2020).
TIME FRAME

LITERATURE REVIEW
Role of social media in hotel
As per opinion of Frank M. Waechter (2020) Hospitality sector use the social media to
engage the consumer in dialogue and also determine their requirements. Through this, hotel can
able to interact with the consumers before, during and after vacation. The social media mainly
represents low cost tools which are mainly used to combine the technology as well as social
interaction with use of the words. This technology provides the hotel voice and way to be
communicate with customers and peers. Other than this, social consumers love hearing regarding
the new promotions as well as deals. As increasing number of the consumers are relying on
different social networks such as Instagram, Facebook, Twitter and others to retrieve the
valuable information. In regards to this, consumers are rewarded through liking or following
particular page while they able to send the newsletters on timely basis. These kind of strategies
are effective way to develop the brand loyalty and recognition. The social media platforms are
more impactful channel of communications which can used for the brand management on
continuous basis. Similar consumers which booked hotel because effective social media
marketing campaign provide them the better experience (Kaushal and Srivastava, 2020).
Effectiveness of social media over increasing performance of hotel during pandemic of COVID-
19
Yangyang Jiang and Jun Wen (2020) stated that during the COVID-19, social media is
effective over enhancing the performance level of hotels. The social media is first place for
guests to get informed. They are relying still to be figure out about their travel options whether
open and running. The people might already be doing more work on social media. If the hotel
brings any new service and has the incredible looking dishes, then customers can search quick on
the Instagram. They can check the reviews regarding hotel through using different social media
platforms. The hotels mainly used the social media during COVID-19 to communicate with the
customers while closed at the time of stay at home orders and provides the re- open contactless.
On the other hand, content is king in market world and goes for the social media content. Several
social media platforms provide the opportunity to be automate content through scheduling the
posts and tracking engagement on the content posts so hotel can check which area of strategy is

working (La and et. al., 2020). In context to this, automated marketing has several advantages in
social media for an instance good lead generation, organised data, enhanced efficiency and
content tailored to target audience.
Issues faced by Clayton Hotel City of London during COVID-19
Sudhir Andrews (2020) stated that COVID-19 develops the impact on the activities and
operations of Clayton Hotel City of London. The hotel is first one that experience the bad
weather situation and also assessing issues. In the lockdown, it will lead to the social
consequences that developing the lasting habits. The millennials were driving the tourism along
with the hospitality trends. Current crisis will change spending habits of millennials. The
manager of Clayton Hotel City of London is struggling to manage the price wars, pressure to
minimize rates and also drop the occupancy. The hoteliers require to act wisely in order to
promoting the dramatic cost cutting that impact the quality as well as business experiences in
long run. In regards to this, low occupancy rates are to be challenging for the hotel owners in
initial phrase of recovery. Pandemic brought itself the hygiene and health that impact on the
lifestyle of consumers. Challenge for the hotel owners is to develop the robust customer connect
ecosystem as to position the staff members, guests and the brand safety.
Different measures hotel, opt to improve their performance during COVID-19
On the basis of Emmanuel Cohen (2020), Hotels are deeply impacted through pandemic of
COVID-19. Social distancing measures and also dramatic drop of the international tourism have
been hit the hotels. It is necessary for the hotels to opt the effective measures to make
improvement in their performance level during the COVID-19. The hotels should provide hand
sanitizers, masks and gloves to guests and staff is first step that can be implemented in an easy
manner. Other than this, there are several more measures hotels can be taken to enhance health
and also cleaning standards. There is a need to hotels to avoid the contact through using the
smart phones. The Clayton Hotel City of London permit the guests to check- in, check- out and
open room door with phone.

METHODOLOGY
It is related to the methods which used in specific study area. There will be research onion
used that developed through Saunders et. Al. (2007). The different layers included in research
onion mention below:
Research Philosophy
In conducting the present investigation, positivism research philosophy will be used. This
philosophy is effective in explain the aim in detailed manner and also judges through logic.
There will be authentic sources used to collect the relevant data and information (Shin and Kang,
2020).
Research Approach
This is related to the plan and process for an investigation that consists wider assumptions
to the detailed data collection and analysis effectively. There will be deductive research approach
used as it is based on the quantitative research method. This is an approach to an investigation
that mainly begins with proposition of the hypothesis.
Research Choice
It seeks to inform regarding data collected from the effective method. The quantitative
research choice will be used in this research. The main reason behind using this method is that it
provides the general to specific information (Sobaih, Hasanein and Abu Elnasr, 2020). Its main
focus on quantifying collection of data and analyse it.
Research Strategy
In conducting the investigation, there will be the survey research strategy used. This
strategy will be used because it collects the more data in less period of time. This strategy is time
saving and cost saving also.
Data collection
It is related to collection of data and information through using the relevant and accurate
sources. The different methods of data collection are primary and secondary. In conducting this
investigation, there will be primary and secondary both methods used. In the primary method,
questionnaire will be developed while the secondary method will be used in doing literature

review part by consisting different sources such as articles, books, internet sources and others
(Wang and et. al., 2020).
Sampling
It is related to collect the sample size from whole population. There will be 40 respondents
chosen by using random sampling method. The chosen respondents are employees of Clayton
Hotel City of London as they have the understanding about the business operations and activities
(Yu and et. al., 2020).

REFERENCES
Books & Journals
Alonso, A. D. and et. al., 2020. COVID-19, aftermath, impacts, and hospitality firms: An
international perspective. International journal of hospitality management. 91. p.102654.
Filimonau, V., Derqui, B. and Matute, J., 2020. The COVID-19 pandemic and organisational
commitment of senior hotel managers. International Journal of Hospitality
Management, 91, p.102659.
Kaushal, V. and Srivastava, S., 2020. Hospitality and tourism industry amid COVID-19
pandemic: Perspectives on challenges and learnings from India. International Journal of
Hospitality Management. 92. p.102707.
La, V. P. and et. al., 2020. Policy response, social media and science journalism for the
sustainability of the public health system amid the COVID-19 outbreak: The vietnam
lessons. Sustainability. 12(7). p.2931.
Shin, H. and Kang, J., 2020. Reducing perceived health risk to attract hotel customers in the
COVID-19 pandemic era: Focused on technology innovation for social distancing and
cleanliness. International Journal of Hospitality Management. 91. p.102664.
Sobaih, A. E. E., Hasanein, A. M. and Abu Elnasr, A. E., 2020. Responses to COVID-19 in
higher education: Social media usage for sustaining formal academic communication in
developing countries. Sustainability. 12(16). p.6520.
Wang, M. and et. al., 2020. Chinese residents’ preferences and consuming intentions for hotels
after COVID-19 pandemic: a theory of planned behaviour approach. Anatolia, pp.1-4.
Yu, M. and et. al., 2020. Communication related health crisis on social media: a case of COVID-
19 outbreak. Current Issues in Tourism, pp.1-7.
Online
Andrews, S., 2020. Impact of COVID-19 on the hotel industry and suggestions for post-
pandemic recovery. [Online]. Available through: <
https://hospitality.economictimes.indiatimes.com/blog/impact-of-covid-19-on-the-hotel-
industry-and-suggestions-for-post-pandemic-recovery/4214>.
Cohen, E., 2020. How to Get Your Hotel Ready for the “New Normal”. [Online]. Available
through: < https://blog.mobility.here.com/how-to-prepare-your-hotel-day-after-covid>.
Jiang, Y. and Wen, J., 2020. Effects of COVID-19 on hotel marketing and management: A
perspective article. [Online]. Available through: <
https://www.researchgate.net/publication/341611962_Effects_of_COVID-
19_on_hotel_marketing_and_management_A_perspective_article>.
Waechter, F.M., 2020. The Pivotal Role of Social Media in the Hospitality Industry. [Online].
Available through: < https://fmwaechter.com/social-media-hospitality-industry/>.

9