Challenges Faced by Hotels in Hospitality Management

This assignment explores the challenges faced by hotels in hospitality management, with a focus on Marriott International Hotel. It discusses the importance of hospitality management in hotels, the economic effect of Covid-19 on the industry, and ways to overcome these challenges. The research is based on qualitative analysis of secondary data.

Researching Tourism and Hospitality
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
Research aim and objectives........................................................................................................3
Approaches to Research...................................................................................................................4
Research Strategy.............................................................................................................................4
Literature Review.............................................................................................................................5
Importance of hospitality management in hotels.........................................................................5
Economic effect of Covid-19 on hotels.......................................................................................5
Challenges faced by hotels in hospitality management...............................................................6
Ways to overcome from challenges of hospitality management.................................................7
Qualitative discussion of secondary data.........................................................................................9
Importance of hospitality management in hotels.........................................................................9
Economic effect of Covid-19 on hotels.......................................................................................9
Challenges faced by hotels in hospitality management...............................................................9
Ways to overcome from challenges of hospitality management.................................................9
Coding and classifying qualitative data ........................................................................................10
Research ethics...............................................................................................................................10
Access to data................................................................................................................................11
Conclusion ....................................................................................................................................11
REFERENCES..............................................................................................................................13
.......................................................................................................................................................14

INTRODUCTION
Tourism and hospitality industry contributes a major role in enhancing and developing
economy of a nation. This sector refers the professional management techniques, which includes
a number of sectors like hotels, restaurants, transportations and more (Aquino, 2019). With
growing concern on enhancing customer satisfaction, this sector is continuously booming from
last few decades, which help in earning more growth and development. But research shows that
there are number of factors present which limiting the success of hospitality businesses of UK.
One of the most concerning factor affect hospitality and tourism industry today, is pandemic
attack of Corona virus or Covid-19.
The present assignment is going to explore some facts about challenges that are currently
faced by this sector of UK. For this purpose, a case analysis is made on Marriott International
Hotel, which is facing problem related to decreasing its occupancy rate. This multinational hotel
is one of best of UK, which has extended its large chain in more than 131 countries and operates
over 30 international brands over there. To gain insight on this company and avail opportunity to
make research on challenges face by it, an empirical finding will be conducted. This would help
in exploring useful insights about manner in which dynamic lodging demand respond towards
epidemic based upon severity.
Research aim and objectives
Aim: “To enumerate the impact of Covid-19 pandemic attack on hospitality management of
Marriott International Hotel”.
Research objectives:
 To carry a deep analysis on importance of hospitality management in hotels
 To determine the economic effect faced by Marriott International hospitality after
outbreak of Covid-19
 To analyse the challenges, occur after outbreak of pandemic attack on hospitality
management of Marriott International Hotel
 To recommend the ways that help Marriott International Hotel in improving the
efficiency of its hospitality management
Research questions:
 What is the importance of hospitality management in hotels?

 How economic effect faced by Marriott International hospitality after outbreak of Covid-
19?
 What are the challenges, occur after outbreak of pandemic attack on hospitality
management of Marriott International Hotel?
 What are the ways that help Marriott International Hotel in improving the efficiency of its
hospitality management?
Approaches to Research
As making research on hospitality and tourism management gives opportunity to gain
insight in number of organisation, that are associated with it and contribute equal in enhancing
satisfaction of travellers. Therefore, to make study regarding with challenges that are currently
faced by Marriott International Hotels, in terms of hospitality management to overcome from
threat of highly declining its occupancy rates after spread of most infectious virus i.e. Covid-19,
qualitative research will be applied. Because it is not easy to include participation of stakeholders
of this firm in quantitative research, by concerning their safety (Park and Park, 2017). In this
regard, number of articles and secondary sources will be collected from internet sites and
government-published statistical reports including company’s data, to gather relevant
information on mentioned objectives. As qualitative methodology will be used to make this
project, therefore, deductive approach will be applied, which would help in collecting theoretical
information more accurately on present topic and chosen company. This would help in meeting
not only research objectives, but also in achievement of personal goals regarding with making
project on tourism and hospitality management.
Research Strategy
In order to prepare the report on pandemic challenges faced by hoteliers, secondary
information will be gathered from external resources mainly. This would help in collecting,
analysing and interpreting data more precisely in order to address the research objectives, in
defined way (Ma, Hardy and Ooi, 2020). Along with this, main focus is also given on economic
impact of Covid-19 on hospitality management, so that challenges occur due to this issue, can be
evaluated, including way of resolving same. For this purpose, team members who are working
on this project, will distribute equal roles and responsibilities as per their level of knowledge and
ability to work accordingly, so that project deadline can be met within specified duration.

Literature Review
Importance of hospitality management in hotels
As per views of (Murphy, Gretzel and Pesonen, 2019) it has been evaluated that in
increasing growth and blooming performance of hotels, hospitality management plays an
effective role. This function involves a number of roles and responsibilities like overseeing the
routine administrative, operational as well as commercial business tasks of hotels and other
associated companies. From big international or nation hotel chains to smallest establishments of
dining and serving the customers, are all part of this hospitality industry. In this regard in hotels,
main concern of hospitality management, is to monitor the entire accommodation facilities and
amenities that will help in ensuring that guests would get most pleasant and best experience
within premises. Hospitality management can also be defined in terms of application of
management concepts including structured leadership within areas of accommodation, general
guest and dining services. Despite of commercial businesses, that primarily focuses on selling
products, hospitality management concerns more on selling customer experiences, hotel services
and enjoyment. In the markets of worldwide level, travel and tourism sector considers as one of
the largest, fastest growing and most lucrative business, having sheer scope and diversity of
range of services. This term includes extensive range of duties and functions for ensuring best
possible client experience, as Human resource management, public relations and reputation
management, marketing and more, where all fall within confines of hospitality management. In
context with Marriott Hotel, it operates a large chain of hotels in UK and international markets,
where its best accommodation and guest services, give opportunity to gain fourth highest
position in the world in terms of revenue. Therefore, to maintain this reputation and receive
higher retention of its customers, respective firm emphasis more on handling each and every
function associated with hospitality management appropriately.
Economic effect of Covid-19 on hotels
According to the theoretical perspectives of (Mehraliyev, Choi and Koseoglu, 2019), it has
been evaluated that today, one of the most concerning issue that each and every business
associated with tourism and hospitality industry face, is threat of continuous declining of sales
due to spreading virus of Covid-19. This virus has spread out from China to almost all nations of
the world, that results in loss of thousands of lives. Due to pandemic impact of this virus,

countries have almost shuttered their boundaries for outsiders to cross their boundaries. Along
with this, restrictions have also been made on travelling of people from one state to another. So,
this result in highly decreasing the room-occupancy rates of hotels, that directly tend to affect
revenue and profitable ratio of business as well. In UK, it has estimated that hospitality sector
faces a more than 97% decline in revenue, which predicates to gruel over 18-months for recovery
the same.
As per the Figure 1, concerning on the global economy, it has been evaluated that almost
all developed and developing countries highly face loss after outbreak of Covid-19. Restrictions
of travelling due to fear of widely spread this virus, has reduced highly the economy of all
nations. China which is the epicentre of this virus, has pulling down world’s economy, so, it
highly affects economy of all nations. In context with UK market, as compared with other
countries, this nation also faces major problems. Therefore, companies that are associated within
hospitality sector, majorly hit by Covid-19, which decreases their customer base and revenue rate
adversely.
(Figure 1: Economic Impact of Covid-19 on World Economy, 2020)
Challenges faced by hotels in hospitality management
As per point of views of (Koc, 2019), it has been evaluated that after outbreak of highly
spread disease, it becomes essential especially for hotels, to properly managed their hospitality
services. But it creates number of challenges in front of them, where in context with Marriott
Hotel, some of them are explained as below –

 Followed out the hygiene measured for re-open hotels – As this pandemic virus spread
highly from person to person, therefore, it necessitated step-changes in hotels for
implementing hygiene practices, including properly sanitised the premises to large scale
disinfecting. IHG, Marriott and other hotels have now re-opened through supporting
comprehensive hygiene procedures. But to offer services by ensuring that each associated
people (staff, customers and more) must keep safe from pandemic attack, arise major
challenge in front of hospitality management (Seyfi, Hall and Kuhzady, 2019). Because
currently as per government orders, rooms in hotels are mostly occupied for people who
are affected from Corona virus and required immediate quarantine. So, under this
process, managers face problems to gain cooperation of staff members to provide
services to such people, due to fear of infection.
 Meet standard terms and conditions – It is another main challenge in front of hotels,
where for providing services to guests, it becomes essential to make contract on the basis
of some legislations such as Unfair Contract Terms Act 1977, Consumer Protection
Regulation 2000, Consumer Rights Act 2015 and more (Booth and et. al., 2020). But in
meeting these standards, any seldom changes in hospitality service, increases risks of
several disputes like cancellation of room bookings, demand of refunds on bookings and
more.
Ways to overcome from challenges of hospitality management
According to views of Nikola Njegovan,, 2019 There are many different changes that are
part of the hospitality industry. There are some steps that can be used in order to deal with the
challenges that are part of the hospitality industry.
Customer relationship management: It is the centre of business model that can be used
as central part of the successful business model (Gallarza, Arteaga and Gil-Saura, 2019).
Ranging from the activities of tracking of guests and till the time there can be creation of a
seamless experience for their customers it is very important to ensure that their guests are having
a best and different experience.
Development of customer experience strategy is also a very important aspects of customer
relationship management.
Recording right data: For building up of a loyal customer base it becomes very
important for a organisation to keep a track record of right customer base. For this there is a

need to maintain track record of customers who are target segment only, for this there is
requirement to keep the record of customers according to their visiting purpose like for business
purposes, recreation purpose. With instance to Marriott this brand is willing to maintain their
customer segment data according to their specific requirements so that they can be
communicated about the attractive offers and discount that have been specially designed.
Dealing with higher customer expectations: Guests of hotels have become more
demanding and they have large number of options and zero switching cost. This has increased
pressure on hospitality organisation as they have to plan their strategies according to such
customer requirements (Murphy, Gretzel and Pesonen, 2019). So, it becomes very important to
use management software and take care of all the reviews that are provided by customers time to
time. In Marriott this is a tool that can be used by Research and development department which
can help in understand of the customer requirement for making necessary improvements
(Overcoming the Biggest Competitive Challenges in Hospitality, 2019).
Operational issues: There are large number of operational challenges that are part of
hospitality industry it includes managing guests and functioning of all front office work,
maintaining cleanlinesses, hygiene etc. There is need to use integrated hotel PMS system so that
there can be proper streamlining of all the operational areas and proper synchronisation that can
be used for establishing a effective communication system across different functional
departments.
Data security: Many hospitality organisation are facing issues that are related to threat of
theft of digital data, attacking of virus & leaking of confidentiality of data. In Marriott, there
must be use of a software that is secure enough so that there can be prevention of data from
getting leaked (Koc, 2019). In case of Marriott there must be use of software to ensure that there
is maintaining of the brand image and credibility to attract more people apart from existing
customer segment.
Above mentioned are some of measures that can be used by different hospitality
organisations to deal with challenges that are part of different functional areas of hotels that must
be compiled to ensure that there can be proper adoption of measures to reduce the negative
impact of challenges on their long run functioning.

Qualitative discussion of secondary data
Importance of hospitality management in hotels
According to the author view it has been determine that, increasing growth and blooming
performance of hotels, hospitality management plays an effective role. This function involves a
number of roles and responsibilities like overseeing the routine administrative, operational as
well as commercial business tasks of hotels and other associated companies. In context with
Marriott Hotel, it operates a large chain of hotels in UK and international markets, where its best
accommodation and guest services, give opportunity to gain fourth highest position in the world
in terms of revenue. Therefore, to maintain this reputation and receive higher retention of its
customers, respective firm emphasis more on handling each and every function associated with
hospitality management appropriately.
Economic effect of Covid-19 on hotels
According to the theoretical perspectives of author, it has been evaluated that today, one
of the most concerning issue that each and every business associated with tourism and hospitality
industry face, is threat of continuous declining of sales due to spreading virus of Covid-19. This
virus has spread out from China to almost all nations of the world, that results in loss of
thousands of lives. Due to pandemic impact of this virus, countries have almost shuttered their
boundaries for outsiders to cross their boundaries. Along with this, restrictions have also been
made on travelling of people from one state to another. So, this result in highly decreasing the
room-occupancy rates of hotels, that directly tend to affect revenue and profitable ratio of
business as well. In UK, it has estimated that hospitality sector faces a more than 97% decline in
revenue, which predicates to gruel over 18-months for recovery the same.
Challenges faced by hotels in hospitality management
There are several challenges which hotels face due to Covid-19 as it is part of service
industry for them it is important to take major steps so that things will managed in effective
manner without facing any issue. In addition to this, they have to focus on sanitization, hygiene
practices as well as customers travel history before check-in in hotel.
Ways to overcome from challenges of hospitality management
According to the views of author it has been determine that, it is important for hospitality
sector organisation to overcome from challenges in effective manner. Because they result in

negative impact on working of company. In addition to this, there are several ways to overcome
with these challenges such as customer relationship management, data security and many more.
These are some of measures that can be used by different hospitality organisations to deal with
challenges that are part of different functional areas of hotels that must be compiled to ensure
that there can be proper adoption of measures to reduce the negative impact of challenges on
their long run functioning.
Coding and classifying qualitative data
Qualitative data is explained as the data which approximates as well as characterizes. In
addition to this, qualitative data can be observed as well as recorded and respective data is non-
numerical in nature. Along with this, there are several sources of gathering qualitative data such
as observation, conducting focus groups, one to one interview as well as several other methods.
In statistics, qualitative data is also known as categorical data which can be arranged
categorically based on the attributes as well as properties related to thing or phenomenon. For a
market researcher, collecting qualitative data helps in answering questions like, who their
customers are, what issues or problems they are facing, and where do they need to focus their
attention, so problems or issues are resolved. For conducting this research, investigator has using
qualitative method of data collection as it help in gaining authors view point in more effective
manner in comparison of other methods.
Research ethics
Research ethics simply provide guidelines in relation of responsibilities for conducting
research. Along with this, it also educate as well as monitor scientists who are conducting
research for ensuring high ethical standards. In simple term it can be said that, research ethics is
summary of some ethical principles such as honesty, objectivity, integrity, carefulness, openness,
confidentiality, respect of intellectual property, social responsibility, non-discrimination, respect
of colleagues and many more. For an researcher it is important to ensure that data and
information gathered from respondents should be in appropriate manner by following each and
every ethical aspects.
Respondents will feel safe to share information that their personal information will not
share with anyone else then only they will share information with investigator. In addition to

this, before conducting any further discussion they will firstly investigate that research is
conducting within ethical manner or not. Because they will share information after analysing
each and every factor related to research in proper manner. Moreover, research ethics are
important for several reasons because they result in promoting aim of research like expanding
knowledge. They provide assistance to value which required for collaborative working like
fairness as well as mutual respects. In simple term it can be said that, it is important for
investigator to follow ethics of research because scientific research is totally depended on
collaboration within researchers as well as groups.
Access to data
For conducting research there is requirement of data and information which investigator
gather through several sources. So that, outcomes of overall research will gather in better
manner. In addition to this, secondary source utilise by investigator for gathering information
and data in effective manner. Moreover, secondary data is that which already gathered by using
primary sources as well as made readily availability for investigators to utilise for own research.
In other words it can be said that, secondary data is type of data that has been gathered or
collected already in past. Although, investigator will gather data and information for specific
project then make it available which can be use by another researchers also. Data and
information may be gather for some general utilisation with no particular research purpose such
as within case of national census. In addition to this, there are several sources of gathering
secondary data and information such as books, published sources, unpublished personal sources,
journals, newspaper, websites, blogs, government records and many other.
In addition to this, gathering secondary information will be easy for investigator as it is
already published information and data. After determining research topic investigator will gather
information through several sources which are already available such as newspaper, published
sources, unpublished personal sources, journals, newspaper, websites, blogs, government records
and many other. Along with this, it is not time consuming process this is the main reason that
researcher has selected secondary method for data collecting.
Conclusion
After going through overall discussion it has been concluded that, Tourism and
hospitality industry contributes a major role in enhancing and developing economy of a nation.

This sector refers the professional management techniques, which includes a number of sectors
like hotels, restaurants, transportations and more. With growing concern on enhancing customer
satisfaction, this sector is continuously booming from last few decades, which help in earning
more growth and development. Apart from this, this entire research provide assistance in
determining that there are two method of data collection i.e., primary and secondary out of which
for conduct this research investigator has selected secondary method because it is not expensive
as well as less time consuming. In addition to this, it is responsibility of investigator to ensure
that research will conduct in ethical manner by following each and every principle related to the
same. So that, respondents will feel safe while sharing their personal information with
investigator.

REFERENCES
Books and Journals
Aquino, R. S., 2019. Towards decolonising tourism and hospitality research in the Philippines.
Tourism Management Perspectives. 31, pp.72-84.
Park, S. B. and Park, K., 2017. Thematic trends in event management research. International
Journal of Contemporary Hospitality Management.
Ma, Y., Hardy, A. and Ooi, C. S., 2020. Researching Chinese tourists on the move. Journal of
China Tourism Research, 16(2), pp.214-229.
Murphy, J., Gretzel, U. and Pesonen, J., 2019. Marketing robot services in hospitality and
tourism: the role of anthropomorphism. Journal of Travel & Tourism Marketing, 36(7),
pp.784-795.
Mehraliyev, F., Choi, Y. and Koseoglu, M. A., 2019. Social structure of social media research in
tourism and hospitality. Tourism Recreation Research, 44(4), pp.451-465.
Koc, E., 2019. Turkish tourism and hospitality students’ social anxiety and avoidance. Journal of
Hospitality & Tourism Education, 31(1), pp.49-54.
Seyfi, S., Hall, C. M. and Kuhzady, S., 2019. Tourism and hospitality research on Iran: Current
state and perspectives. Tourism Geographies, 21(1), pp.143-162.
Gallarza, M. G., Arteaga, F. and Gil-Saura, I., 2019. Customer value in tourism and hospitality:
Broadening dimensions and stretching the value-satisfaction-loyalty chain. Tourism
Management Perspectives, 31, pp.254-268.
Murphy, J., Gretzel, U. and Pesonen, J., 2019. Marketing robot services in hospitality and
tourism: the role of anthropomorphism. Journal of Travel & Tourism Marketing, 36(7),
pp.784-795.
Koc, E., 2019. Turkish tourism and hospitality students’ social anxiety and avoidance. Journal of
Hospitality & Tourism Education. 31(1), pp.49-54.
Booth, P. and et. al., 2020. Entrepreneurship in island contexts: A systematic review of the
tourism and hospitality literature. International Journal of Hospitality Management, 85,
p.102438.
Online
A spatial model of CoVID-19 transmission in England and Wales: early spread and peak timing.
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