This research project investigates the role of social media as a digital technology for ensuring crisis management at the time of Covid-19 within in Premier Inn. The study aims to identify the role of social media during pandemic, assess the current practices of social media employed by hospitality industry to manage the crisis, investigate the challenges faced by Premier Inn while using social media as a digital technology to manage the crisis at the time of Covid-19 and recommend better strategies that helps to manage the crisis at the time of pandemic. The research methodology includes qualitative and quantitative methods, thematic data analysis, and ethical considerations. The study recommends implementing effective strategies and practices to manage the crisis, analyzing current market trends and competitor strategies, and identifying and overcoming challenges related to social media use.