Sustainability in Hospitality Industry during COVID-19

This research project focuses on the concept of sustainability in the hospitality industry, specifically during the COVID-19 pandemic. It examines the ways in which sustainability is changing the dimensions of the industry and explores the sustainable practices adopted by The Midland Hotel Manchester. The research aims to analyze the importance of sustainability for the hospitality industry and the challenges faced by The Midland in implementing sustainable practices.

Research project

Table of Contents
CHAPTER 1: INTRODUCTION ...................................................................................................3
Overview of the topic..................................................................................................................3
Problem statement.......................................................................................................................3
Overview of organisation............................................................................................................3
Aims and objectives....................................................................................................................4
CHAPTER 2: LITERATURE REVIEW ........................................................................................4
CHAPTER 3: RESEARCH METHODOLOGY ............................................................................6
Questionnaire..............................................................................................................................8
CHAPTER 4: DATA ANALYSIS ...............................................................................................10
Frequency distribution table......................................................................................................10
Data interpretation.....................................................................................................................11
Frequency distribution table......................................................................................................11
CHAPTER 5: CONCLUSION AND RECOMMENDATION ....................................................21
REFERENCES .............................................................................................................................23

CHAPTER 1: INTRODUCTION
Overview of the topic
Sustainability is one of the major issue associated with growth and measuring aspect of
hospitality industry and in this manner growth opportunities can be inhaled by such organisation.
In current time for every business is putting major efforts in the directions of gaining
sustainability and to provide higher customer satisfaction as well. In hospitality industry
dimensions of hospitality which is leading to get sustainability in major aspect. After adoption of
sustainability as their major aspect (Alonso and et. al., 2020). In this dynamic time period this is
essential that various processes and measurements are undertaken so that hospitality industry can
grow and deal with needs and demands of their customers in appropriate manner. In the situation
of COVID-19 using of sustainable practices are one of the major concern which is helping this
industry to meet guest satisfaction in such a way that by up-keeping environmental measures in
appropriate manner.
Problem statement
In the context of current time sustainability is the major issue which is required to be
inhaled by hospitality businesses in order to analyse market position and minimising those
complexities due to which customers are not attracted. Sustainability is the major constraint
which is helpful for business to grow and acquire differentiated benefits as well. Customers are
treated as the prior asset by hospitality industry and this is the major reason that the industry is
wholly dedicated over providing them appropriate satisfaction and those are inclined to provide
appropriate growth opportunities to the business as well (Kumar and et. al, 2020). In the current
situation of COVID, hospitality businesses are trying to manage such functions in which they
can use sustainable practices in order to provide satisfaction to their customer and to minimise
harm to environment. In order to light this aspect the current report is highlighting the aspects in
which sustainability can be adopted by business for dealing with various issues.
Overview of organisation
The Midland Hotel Manchester,[3] often referred to simply as The Midland, is a grand
hotel in Manchester, England. Opened in September 1903, it was built by the Midland Railway
to serve Manchester Central railway station, its northern terminus for its rail services to London
St Pancras. It faces onto St Peter's Square. The hotel was designed by Charles Trubshaw in a

highly individualistic Edwardian Baroque style. The Midland Hotel was allegedly coveted by
Adolf Hitler, who maintained a keen interest in architecture, as a possible Nazi headquarters in
Britain.[6] American intelligence speculated that the area of Manchester around the town hall
was spared from bombing so as not to damage or destroy the Midland Hotel. The Midland has a
steel structure clad in red brick, brown terracotta and several varieties of polished granite and
Burmantofts terracotta to withstand the polluted environment of Manchester. This includes some
fine modelled panels by the sculptor Edward Caldwell Spruce.[10] The building shares some
similarity with other highly decorative Edwardian Baroque buildings in Manchester such as
London Road Fire Station and Lancaster House.
Aims and objectives
Aim
“To analyse the ways in which dimensions of hospitality is changing after adopting sustainability
as major objective in pandemic COVID-19. A study on The Midland
Objectives
1. To explore the essentialism of sustainability for hospitality industry.
2. To investigate the ways adopted by The Midland for attaining sustainability within COVID-19
situation
3. To examine issues faced by The Midland while adopting sustainability as their objective
during COVID-19
CHAPTER 2: LITERATURE REVIEW
Essentialism of sustainability for hospitality industry
According to Milojevic and Katsadze (2020), Sustainability is defined as using of natural
resources and natural processes in such a manner that environmental benefits can be given which
replicate in enhancing organisational functions. Trend of adopting sustainability is one of the
major aspect in which experience of travellers can be enhanced. Besides this sustainability is
related with saving money of people by spending and managing environmental waste. The
concept of go green is linked with sustainability and in this manner advantage over public
relations. Hospitality industry is totally associated with providing customer satisfaction and
giving such aspects in which appropriate satisfaction can be rendered to customers.

According to Seyfi, Hall and Shabani (2020)By utilising scarce resources in optimal
manner this will lead the future generations to support their own needs. By using sustainability
measures assistance can be given to prevent wastages and negative impact over environment.
These measures are helping the business to grow and sustain in such a manner that long term
benefits can be earned by business in respect of high customer retention and high turnover as
well. This is clear that hospitality industry is dealing with customers in direct manner so this
could be the major reason for the organisation that they inhale various tools of sustainable
measures so that to attain succession opportunities.
Ways adopted by The Midland for attaining sustainability within COVID-19 situation
According to Gray and Sanders (2020), there are various ways that can be adopted by
hospitality industry in order to attain sustainability and to deal with their primal objectives. In
current time as after implication of COVID the major emphasis of customers and hospitality
business is to maintain such level of hygiene in which they can minimise the threat of any
contamination. In this manner this is clear that various measures are to be taken by hospitality
industry in which they can render higher satisfaction to their customers. By adopting various
green practices hospitality business can deal with managing sustainability and this is the major
aspect in which impact over environment can be minimised.
According to Ranasinghe, Karunarathna and Pradeepamali (2020), By conserving energy
and minimising industrial wastages practices of sustainability can be upkeep and this will help
the industry and hotel to grow and acquire maximised benefits out of their efforts. Besides this
by using organic toiletries carbon footprints can be minimised. Besides this using of recyclable
packaging negative impact to the environment can be minimised. These are the methods and
practices which are helpful for hospitality business to grow and manage as accordance with
gaining of sustainability as optimal manner.
Issues faced by The Midland while adopting sustainability as their objective during COVID-19
According to Rubino, Coscia and Curto (2020), while adopting sustainability there are
various issues which can be faced by businesses. These are the barriers which are creating
prominent dodges in creating such aspects in which delays in attaining organisational goals can
be seen.
According to Caligiuri and et. al., (2020), The major issue is related with increasing of
overall costing as this is observed that sustainable practices are costlier so this would be

problematic for customers to pay extra amount for the same services. In order to implement
practices of recycling of waste various machineries are required to be deployed by hospitality
industry and this is the major reason that overall costing get increased. Besides this another
problem is associated with changing weather conditions in this manner hospitality businesses
face major issues.
CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is categorised as the procedure in which assistance to researcher is
given in order to examine and analyse such information in which related information can be
gathered (Lew, Yang and Harklau 2018). By using appropriate research methodology research
objectives can be attained in significant manner. Under this research, research onion is being
used by researcher and the same are elaborated as under:
 Research Philosophy: This is categorised as the principles in which assistance is given
to execute the overall research in appropriate manner. Research philosophies are of two
types such as positivism and Interprivistism. Under this research positivism research
philosophy is being selected as this philosophy is helpful in obtaining appropriate degree
of knowledge to the researcher in order to analyse statistical data in significant manner.
The major reason of selecting this research philosophy is that with the help of this
philosophy researcher may evaluate research topic in significant manner.
 Research Approach: As per research onion aspect, research approach is helpful for
executing the overall research in significant manner. Research approach is of two major
types such as inductive and deductive. Within this research the researcher is associated
with deductive approach as this approach is helpful in managing various techniques in
scientific manner. This would help researcher to implement such hypothesis out of
research by which research outcomes can be undertaken (Lai and Yuen, 2019).
 Research Strategy: Research strategy is regarded as the method in which basis process
related to the research can be ascertained. There are different types of research strategy
which would be assisting the researcher to attain research objectives and developing path
to attain the same. There are various types of research strategy such as qualitative
interviews and quantitative surveys (Wolkewitz and Puljak, 2020). Under this research,
quantitative surveys are used by researcher in order to get assistance over attaining
research objectives. Research strategy is allowing researcher to give such results in which

they can attain research objectives. By utilising information from online sites researcher
may gather data via framing questionnaire. Thus by using survey researcher can meet
with research objectives in significant manner.
 Research Choice: This is defined as the manner in which information will be collected
by researcher within research methods (Myin‐Germeys and et. Al, 2018). There are
various sources by which information can be gathered by researcher such as online of
offline sources. Basically under researches two types of research choices are undertaken
such as qualitative and quantitative, these are decided as according to the need of
research and research objectives. In this research, researcher is using quantitative
research choice in order to attain research objectives in early stage. Research choice is
helpful in gaining such research insight in which diversified information can be gathered
which can be useful in reaching to research aim and objectives.
 Time Horizon: Time-horizon is defined as the allotted time for completing the overall
research in appropriate time frame. There are two types of time-horizon such as
longitudinal and cross-sectional. Under this research the researcher is using cross-
sectional time-horizon as this time-horizon enable the researcher to manage various tasks
at once. With the help of cross-sectional time-horizon at an early stage research
objectives can be attained.
 Data Collection: This is defined as the aspect in which appropriate data can be collected
so that to attain research objectives in significant manner. There are two major types of
data collection methods such as primary and secondary, in primary sources apt
information can be gathered which is reliable and free from any fabrication (Domple,
2019). Besides this secondary data collection sources are helpful in analysing research
topic in depth manner. Under this research the researcher is using primary and secondary
data collection method in order to gather specific information for attaining research
objectives.
 Sampling: This process is defined as the selecting of appropriate sample out of total
population so that to collect data for drawing research results in appropriate manner
(Logosha and et. al., 2019). There are two types of sampling such as probabilistic
sampling and non-probability sampling. Under this research probabilistic sampling is

used by researcher in which sample size is taken as 30 and respondents are employees of
The Midland.
Questionnaire

Q.1: Do you understand concept of sustainability in hospitality industry?
a) Yes
b) No
Q.2: Do you feel that sustainability is an important measure for hospitality during COVID
implication?
a) Yes
b) No
Q.3: Do you understand that sustainability is changing dimensions for hospitality industry?
a) Yes
b) No
Q.4: According to you the concept of sustainability introduced by hospitality industry is
promoting the overall sector of hospitality?
a) Yes
b) No
Q.5: What are the major benefits of sustainability in hospitality industry over the crisis of
COVID-19?
a) Environmental benefits
b) Desired experience to customers
c) Enhanced customer footfall
Q.6: Is The Midland following all the measures of attaining sustainability in COVID criss=is?
a) Yes
b) No
Q.7: Do you think that by using sustainable measures favourable impacts are seen within The
Midlands?
a) Yes
b) No
Q.8: What are the sustainable practices used by The Midland during pandemic COVID-19?
a) Green spaces
b) Renewable clean energy
c) Water recycling
Q.9: Does sustainable practices impacted positive manner to business of The Midlands?

a) Yes
b) No
Q. 10: What are the major challenges faced by The Midlands while implementing sustainable
practices in their business operations?
a) High cost
b) Global climate change
c) Resource depletion
CHAPTER 4: DATA ANALYSIS
Frequency distribution table
Q.1: Do you understand concept of sustainability in hospitality industry? Frequency
a) Yes 10
b) No 20
Q.2: Do you feel that sustainability is an important measure for hospitality
during COVID implication?
Frequency
a) Yes 20
b) No 10
Q.3: Do you understand that sustainability is changing dimensions for
hospitality industry?
Frequency
a) Yes 15
b) No 15
Q.4: According to you the concept of sustainability introduced by
hospitality industry is promoting the overall sector of hospitality?
Frequency
a) Yes 25
b) No 5

Q.5: What are the major benefits of sustainability in hospitality industry
over the crisis of COVID-19?
Frequency
a) Environmental benefits 10
b) Desired experience to customers 10
c) Enhanced customer footfall 10
Q.6: Is The Midland following all the measures of attaining sustainability
in COVID crisis?
Frequency
a) Yes 25
b) No 5
Q.7: Do you think that by using sustainable measures favourable impacts
are seen within The Midlands?
Frequency
a) Yes 25
b) No 5
Q.8: What are the sustainable practices used by The Midland during
pandemic COVID-19?
Frequency
a) Green spaces 10
b) Renewable clean energy 10
c) Water recycling 10
Q.9: Does sustainable practices impacted positive manner to business of
The Midlands?
Frequency
a) Yes 28
b) No 2
Q. 10: What are the major challenges faced by The Midlands while
implementing sustainable practices in their business operations?
Frequency
a) High cost 10
b) Global climate change 12

c) Resource depletion 8
Data interpretation
Frequency distribution table
Question1: Concept of sustainability in hospitality industry
Q.1: Do you understand concept of sustainability in hospitality industry? Frequency
a) Yes 10
b) No 20
a) Yes b) No
0
2
4
6
8
10
12
14
16
18
20
10
20
Frequency
Interpretation: From the above graph this can be concluded that sustainability is the major
aspect existed within hospitality industry as this is directly implicating customer satisfaction and
organisational growth in direct manner. Sustainability is defined as the major movement adopted
by hospitality industry as these are associated with using of environment safe practices and
dealing with customer needs as well. Out of 30 respondents, 10 are having opinion that they
know about the concept of sustainability in the industry of hospitality and this is the major reason
that businesses are totally dedicated to provide guest satisfaction. Besides this remaining 20
believed that they are not aware regarding concept of sustainability in hospitality industry.

Question2: Sustainability is an important measure for hospitality during COVID
implication
Q.2: Do you feel that sustainability is an important measure for hospitality
during COVID implication?
Frequency
a) Yes 20
b) No 10
a) Yes b) No
0
2
4
6
8
10
12
14
16
18
20
20
10
Frequency
Interpretation: From the above graph this can be concluded that sustainability is the major
movement which is required to be initiated by hospitality business in order to provide long term
business success and to provide appropriate growth opportunities as well. By adopting
sustainable practices hospitality business can acquire large population and this will lead the
business to grow. In the time of COVID-19 this is expected by audience that to have specific
edge over sustainability and hospitality services so in this case out of 30 respondents, 20 are
having opinion that sustainability is the essential measure that can be inhaled by hospitality
industry in order to overcome with situation of COVID-19. Rest 10 are having opinion that
sustainability is not helpful for business to adopt in order to deal with COVID situation.
Question3: Sustainability is changing dimensions for hospitality industry

Q.3: Do you understand that sustainability is changing dimensions for
hospitality industry?
Frequency
a) Yes 15
b) No 15
a) Yes b) No
0
2
4
6
8
10
12
14
16 15 15
Frequency
Interpretation: From the above graph this can be concluded that with the help of adopting
sustainable measures dimension of hospitality is changing in continuous manner. This is the
major reason that hospitality industry is growing in continuous manner. In this manner
hospitality businesses are trying to involve such practices by which growth opportunities can be
undertaken by them. Out of 30 respondents, 15 are having opinion that sustainability is helpful in
changing the dimensions of hospitality industry. Rest 15 have said that sustainability is not
helping the industry to change its dimensions.
Question4: Concept of sustainability introduced by hospitality industry is promoting the
overall sector of hospitality
Q.4: According to you the concept of sustainability introduced by
hospitality industry is promoting the overall sector of hospitality?
Frequency
a) Yes 25

b) No 5
a) Yes b) No
0
5
10
15
20
25
25
5
Frequency
Interpretation: From above bar chart this can be concluded that sustainability is the concept
which have introduced overall growth opportunities. By inhaling such options hospitality
business can grow in appropriate manner in order to provide sustainability can be maintained in
appropriate manner. Out of 30 respondents, 25 are having opinion that with the help of
sustainability overall face of hospitality industry can be changed and this is the major reason that
concept of sustainability is one of the major movement introduced by hospitality industry.
Whereas 5 have given negative remarks in context of hospitality industry. This can be examined
that in current trends sustainability in the major one which can be inhaled by hospitality industry.
Question5: Major benefits of sustainability in hospitality industry over the crisis of
COVID-19
Q.5: What are the major benefits of sustainability in hospitality industry
over the crisis of COVID-19?
Frequency
a) Environmental benefits 10
b) Desired experience to customers 10
c) Enhanced customer footfall 10

a) Environmental benefits
b) Desired experience to customers
c) Enhanced customer footfall
0
1
2
3
4
5
6
7
8
9
10
10 10 10
Frequency
Interpretation: As according to this graph this can be analysed that there are major benefits
which can be earned by hospitality business when they use sustainability as major trends. Out of
30 respondents, sustainability is providing positive impact to environment due to which long
term benefits can be given to environment. Besides this 10 have said that these practices are
helpful in giving desired experience to their customers so that they can tackle various aspects
existed within hospitality industry. At last 10 have opinion that sustainability is leading to
develop enhanced customer footfall due to which growth of the business can be enhanced.
Question6: Measures of attaining sustainability in COVID crisis
Q.6: Is The Midland following all the measures of attaining sustainability
in COVID crisis?
Frequency
a) Yes 25
b) No 5

a) Yes b) No
0
5
10
15
20
25
25
5
Frequency
Interpretation: From the above graph this can be concluded that there are various measures
which are followed by hospitality businesses in order to provide appropriate edge to the business
in respect of gaining benefits of sustainability. In this aspect this is imperative for the business
dealing with COVID crisis they involve some major practices as well. By adopting various
practices of sustainability differentiated benefits can be given to the business which may lead the
business to acquire benefits in respect of long term growth and attainability.
Question7: Sustainable measures favourable impacts are seen within The Midlands
Q.7: Do you think that by using sustainable measures favourable impacts
are seen within The Midlands?
Frequency
a) Yes 25
b) No 5

a) Yes b) No
0
5
10
15
20
25
25
5
Frequency
Interpretation: From the above mentioned graph this can be concluded that by using sustainable
practices positive impact can be seen over business functions of hospitality industry. By using
these practices business objectives can be attained by hospitality industry in terms of acquiring
high customers and intensifying overall business benefits as well. Out of 30 respondents 25 are
having opinion that these measures are giving positive impact to hospitality industry. Besides
this 5 respondents have opinion that these practices are not as such useful for the organisation.
Question8: Sustainable practices used by The Midland during pandemic COVID-19
Q.8: What are the sustainable practices used by The Midland during
pandemic COVID-19?
Frequency
a) Green spaces 10
b) Renewable clean energy 10
c) Water recycling 10

a) Green spaces b) Renewable clean energy c) Water recycling
0
1
2
3
4
5
6
7
8
9
10
10 10 10
Frequency
Interpretation: From the above graph this can be concluded that there are various practices that
can be used by businesses when they are planning to involve sustainability in business functions.
Out of 30 respondents, 10 have said that by involving green spaces sustainable practices can be
adopted by hospitality businesses. Besides this 10 have said that renewable clean energy is the
major source of adopting sustainable practices and in this manner overall growth opportunities
can be rendered to hospitality businesses. At last 10 have said that by employing systems of
water recycling sustainability can be adopted by hospitality business which is providing them
specific edge to attain business objectives.
Question9: Sustainable practices impacted positive manner to business of The Midlands
Q.9: Does sustainable practices impacted positive manner to business of
The Midlands?
Frequency
a) Yes 28
b) No 2

a) Yes b) No
0
5
10
15
20
25
30 28
2
Frequency
Interpretation: From the above graph this can be concluded that sustainable practices are
helpful in gaining business advantage in such a manner that by adopting the same business
advantages can be attained. Out of 30 respondents, 28 are having opinion that these practices are
positively improving business in appropriate manner that proper utilisation of various resources.
Besides this 2 are saying these aspects are not helping the business to acquire higher benefits as
in terms of accumulating benefits.
Question10: Major challenges faced by The Midlands while implementing sustainable
practices in their business operations
Q.10: What are the major challenges faced by The Midlands while
implementing sustainable practices in their business operations?
Frequency
a) High cost 10
b) Global climate change 12
c) Resource depletion 8

a) High cost
b) Global climate change
c) Resource depletion
0
2
4
6
8
10
12
10
12
8
Frequency
Interpretation: According to the above chart this can be summarised that there are various
challenges which can be faced by hospitality businesses in terms of adopting sustainable
practices. Out of 30 respondents 10 have said that by using sustainable practices overall cost for
customer get increased which may lead in minimising profit. Besides this 12 are having opinion
that changing of global climate is the major issue which can be faced by businesses while
implementing sustainable practices. Whereas 8 have said that depletion of resources is the major
issue which is faced by hospitality industry.
CHAPTER 5: CONCLUSION AND RECOMMENDATION
From the above research this can be concluded that there are various sources by which
information can be collected and these methods are holding their own level of importance and
adherence. These tools are helpful in investigating the data in appropriate manner so that
research objectives can be attained (Dryhurst and et. al., 2020). By taking help of literature
review analysis regarding sustainability of hospitality industry. There are various benefits which
are attained due to using sustainable measures and these are helping the industry to grow and
meet its objectives as well. Sustainability is one of the greatest move undertaken by hospitality
industry in which the company can deal with greatest objectives and opportunities.
In the context of recommendation The Ritz is required to associate their business
operations with using sustainable measures so that sustainability can be upkeep in appropriate

manner. There are numerous issues which are being faced by hospitality industry while
implementing sustainability and in order to mitigate these issues various measures related to
mitigation can be rendered. Besides this, as major issue is related with costing and for mitigating
this issue measures related to costing is required to associate.

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