Successful Crisis Management in Hospitality Industry: A Case Study of Premier Inn

This research investigates the success gained by organisations by managing their crisis in a successful manner. It focuses on how successful crisis management in a company looks like and the challenges hospitality industry faces during the absence of crisis management practices at the time of Covid 19 pandemic. The research aims to identify the success of crisis management in the hospitality sector, assess the current practices of crisis management, recommend better strategies for crisis management in the hospitality sector, and evaluate the concept of crisis management. The chosen hospitality brand is Premier Inn, and the research problem is the issue faced by the hospitality industry due to the Covid 19 crisis.

Research project
(What does successful crisis
management look like)

EXECUTIVE SUMMARY
The main purpose to carry out the current research is to identify the success gained by
organisation by managing their crisis in successful manner. The present investigation will help in
knowing the how successful crisis management in a company look like and the challenges
hospitality industry faces during the absence of crisis management practices at the time of Covid
19 pandemic. This research will extract and accumulated quantitative data which will assist in
conducting the investigation in valuable manner. In this research primary as well as secondary
data is collected so that investigation can be made in deeper manner.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
ACKNOWLDGEMENT..................................................................................................................4
INTRODUCTION...........................................................................................................................5
Overview of the topic..................................................................................................................5
Background of the organisation..................................................................................................5
Research problem........................................................................................................................5
Research aim and objective.........................................................................................................6
Research rational.........................................................................................................................6
LITERATURE REVIEW................................................................................................................7
What is crisis management? .......................................................................................................7
How successful crisis management looks like?..........................................................................7
How successfully crisis can be managed? .................................................................................8
What better strategies can be recommended for managing crisis in hospitality sector?.............8
RESEARCH METHODOLOGY...................................................................................................10
DATA ANALYSIS AND FINDINGS .........................................................................................12
Frequency distribution table .....................................................................................................12
Data Interpretation....................................................................................................................13
CONCLUSION AND RECOMMENDATION.............................................................................22
Conclusion.................................................................................................................................22
Recommendation.......................................................................................................................22
REFERENCES..............................................................................................................................23
APPENDIX....................................................................................................................................25
Questionnaire............................................................................................................................25

ACKNOWLDGEMENT
I would like to express my sincere gratitude to my teacher for providing me the opportunity to
carry out the investigation on the research topic crisis management. I sincerely thank for
providing me the required guidance and encouragement throughout the investigation so that my
work can be done in effective manner. They provide me all the facility and resources which are
required to conduct the investigation.
I also want to thank my friend and family to support me and boost my motivation to gather and
analyse the information, in order to carry out investigation. With their efforts I am able to
complete my research in given time period.

INTRODUCTION
Overview of the topic
Managing the crisis is very important for the companies because it helps them to gain
success in recent dynamic environment. One of the emerging crisis that occur in the world is
Covid 19 which has shatter all the business working and functioning of the different sector. The
most effective sector by the Covid 19 is hospitality industry. Crisis management is the
application of numerous practices which is designed by the company in order to deal with the
damages which incurred due to unexpected events (Canton, 2019). The Covid 19 is one of the
crisis which impact the hotels and resort in negative manner as all their productivity gores down
which affect their performance. The present research has focuses on management of crisis in
significant way as to mitigate the challenges. This investigation will also highlight the different
strategies that can be used in order to reduce the fear of damage as well as improve their
performance (Zamoum and Gorpe, 2018).
Background of the organisation
For carrying out the investigation the chosen hospitality brand is Premier Inn. Premier inn
is a British international chain of hotel which was founded in the year 1987. The founder of the
hotel is Whitbread and it’s headquarter is in Dunstable, England, UK. There are more than 7200
rooms and approx. 800 hotels are there which are located in various country (Sylves, 2019). The
key served areas of Premier inn are United Kingdom, United Arab Emirates, Isle of man,
Germany, Qatar and many other. The Company is chosen because it is the most famous brand in
United Kingdom so to identify the practices which they designed to cope up with crisis.
Research problem
The main research problem that is identified in the current investigation in the hospitality
industry is the issue which were faced by them due to Covid 19 crisis. The time period of Covid
19 was so worst for the company that it almost has shut down the door of business for many
hotels and resorts (Luna and Pennock, 2018). The Global pandemic has created various
challenges for the company which impact their performance and productivity in large manner.
The outbreak of the pandemic also forces hotels to designed various strategies and practices
through which they can deal with the damages which they face and can run their business in
sound way.

Research aim and objective
Research Aim
The aim of this research is to know about crisis management and how it looks on its success in
hospitality sector in case study of Premier inn.
Research Objectives
To achieve this aim, the following objectives have been proposed.
 To identify the success of crisis management on hospitality sector.
 To assess the current practices of crisis management.
 The objective is to recommend better strategies for crisis management in hospitality
sector.
 To evaluate the concept of crisis management.
Research question
 What is crisis management?
 How successful crisis management looks like?
 How successfully crisis can be managed?
 What better strategies can be recommended for managing crisis in hospitality sector?
Research rational
The major reason for execution the research is to obtain detailed understanding on the topic
crisis management and how successful crisis management looks like in hospitality industry. This
research report will also highlight the different crisis management peatice4s used by the
hospitality industry in order to deal with the problem faces at Covid 19 pandemic. With the aid
of the investigation researcher also achieve two objectives which are personal and professional
(Coombs, 2020). In respect to the personal objective, researcher will build various skills which
would assist in completing the investigation in sound full manner. on the other side, with respect
to the professional objective, researcher would get to know about various strategies that helped
them to manage the crisis when they will be working as a manager in an organisation.

LITERATURE REVIEW
What is crisis management?
According to the view of Alshoubaki (2020), Crisis management describe as the
identification of threats of an organisation and its stakeholders for mount an effective response to
it. There are various of unpredictability events in all over the world, this makes every
organisation to identify potential crisis before their arrival in order to create a plan to deal with
them in better manner. The crisis are can be occur due to self-inflicted forces or caused by
external forces which affects the overall growth of the business in affected manner. This makes
important for the company in order to manage crisis in the organisation in better manner. The
crisis management helps their managers in order to create strategies for coming out from the
uncertain and also decide about the future course of action.
In the opinion of Winham (2020), crisis are described as any emergency situation that
disturb employees and create instability in the organisation. Crisis management refers to an art of
dealing with the unexpected and sudden events that disturbs an organisation, their employees
along with their external clients also. It also describes as a process that help companies in order
to handle sudden and unexpected changes in the organisation in order to help company to operate
their business smoothly in every situation. It involves activities and processes that help
employees and managers to analyse and understand the events that may lead crisis or uncertainty
in the organisation.
How successful crisis management looks like?
As per the view of Hall (2021), successful crisis management in the organisation can be
develop when there are effective crisis management team is developed. An effective crisis
management team described as a combination of tools, individuals as well as organisational
structure that are aligned with the common goals and mindset unrelated to their position in the
organisation. By providing proper training to their employees and can recognise the threats that
may create crisis in the organisation. The successful crisis management team of the organisation
has full support of senior management and is empowered to act.
According the view point of Pierrehumbert (2019), successful crisis management is a
most effective activity of an organisation that helps company in order to manage crisis situation
in better manner and minimise their negative impact on the growth of the organisation. There are

certain steps which is required to follow in order to make crisis management successful. It
involves identification of problem, creating a team, setting up a command centre, communicating
out, breaking down problem as well as resolving the problem. A successful crisis management
provides many benefits such as saving life of people, saving money as well as saving an
organisation from devastation. This makes important for the organisation in order to develop an
effective crisis management plan which helps in detailing the action and decision that are
required in order to manage the future crisis in better manner.
How successfully crisis can be managed?
As per the view of Galiana (2020), every business may face a crisis sooner or later. It can
be occurs through internal problems in the organisation or through external factors that may
harm the growth of an organisation. In order to manage crisis successfully, there are certain steps
is required to follows which includes identification of risks, defining an action plan, establishing
a crisis unit, designate and train a spokesperson, defining message to transmit, making space for
crisis management as well as staying positive. All these steps help company in order to manage
crisis effectively and it helps in improving or strengthening the image as well as reputation of
their business in better manner.
According the opinion of Miller (2020), every organisation is vulnerable to the crisis that
affects that their all overall operation in the organisation in the effective manner. Crisis
management helps company in order to take preventative measures as well as prepare them for
the anticipation of potential crisis. There are certain steps in crisis management which help
company in order to manage crisis successfully in the business which includes anticipation,
creating a plan and testing it, identification of crisis communication team in the organisation,
establishing notification and monitoring systems, communication, the death of the super
injunction as well as post crisis analysis.
What better strategies can be recommended for managing crisis in hospitality sector?
According to the point view of Cerchione, and Bansal (2020),there are many strategies
which helps to overcome from the crisis. In relation to Premier Inn, they need to understand the
causes of crisis which helps to recover from it in future. They should control and manage their
staff and trained them for faced the future crisis which is helps to increase the company's
productivity. They should check the overall performance of the employees and motivates them
for work hard and achieve the goals with success. They should understand the customers needs

and wants and provide services according to their customers. They should provide better and
hygiene services and good quality food which bis helps to attract the customers and also increase
the customers experience. They should maintain the cleanliness and hygiene of the hotel which
helps to increase the customer satisfaction. These all recommendation will help the Premier Inn
to improve their productivity and performance by analysis the future crisis.
In the opinion to Köseoglu, and et.al (2019), the strategic recommendation will help the
Premier Inn hotel to analysis and develop the future crisis which should be develop by the crisis
management strategies. They should maintain the hygiene their hotel for customers safety, they
should provide better and best services to their customers, they should provide high quality food
and services which helps to customers health as during the Covid-19 crisis, people are aware for
best quality food and everything so, they should provide the high quality food, they should
understand the customers demand and wants and provide best services which helps to improve
the customer experience. These all strategies helps to develop the future crisis which may can
affect the overall business operation of the hotel.

RESEARCH METHODOLOGY
Research methodology act as a one of the crucial chapter in the research report because this
section provide answer for two vital question which are how data will be gathered and how it
will be analysed. This is the scientific technique which accumulate and analyse the information
for the selected topic in the project (Eisend and Kuss, 2019). The aim and objective are also
attained with the aids of the gathered and evaluated data by the researcher. The validity and
reliability of the overall investigation also depends upon the type of data gathered in the research.
It is further divided into levels which is discussed below:
Research philosophy: It is very important to know the social world because the research is
based on the assumption they have about the topic. To understand the world there are two ways
which are positivism and interpretivism. As per the current investigation, researcher has selected
positivism philosophy to gather objective data in order to classify and recognise the society in
valuable manner (Daniel, Kumar and Omar, 2018).
Research approach: Approaches are the technique through which information can be
evaluated in order to test hypothesis and theories. Deductive and inductive are the types of
approaches used by the investigator to measure theories. As per the current investigation,
investigator has opted for deductive approach. The main reason is it evaluate existing theories
rather than building new hypothesis. With the help of this causal relationship between the
variables is also been identified (Lai, 2018).
Research strategy: Strategies are the form which helps in collecting information from the
respondent living in the society or with the community. Systematic literature review, survey,
action research, focused group and many more are the types of research strategy. In the existing
study, investigator has chosen survey strategy. The main purpose is volume data in the form of
numerical information can be gathered. The data will also collect from large size of population in
less time and cost.
Research choice: Research choice is divided into two parts which are quantitative method
and qualitative method. As per the research topic, quantitative data is selected so that numerical
information can be acquired for the study. Numerical data helps in achieving aim and objective
in valid manner and with more accuracy (Davidavičienė, 2018).
Data collection and analysis: Data collection is the procedure to gather information for the
study. Primary and secondary are the data collection technique which is used in the current

investigation to carry out investigation in deeper manner. With the assistance of primary data
fresh information will be gathered and secondary data would collect second hand information
with more ease. The research instrument for primary data is questionnaire and for secondary data
it is government site (Rumsey and et. al, 2022).
Sampling: To take out sample from the whole population probability sampling method is
used. It is because respondent is selected in rational and fair manner. The sample size will be 30
employees from Premier Inn (Whicher, Philbin and Aronson, 2018).

DATA ANALYSIS AND FINDINGS
Frequency distribution table
Q1) Do you think, crisis management has helped hospitality sector in
gaining success during COVID-19?
Frequency
a) Yes 18
b) No 9
c) May be 3
Q2) Does managing a successful crisis management impacts the
company in positive manner?
Frequency
a) Yes 20
b) No 6
c) May be 4
Q3) As per your perspective, what is the importance of crisis
management within the hospitality industry in the time of pandemic?
Frequency
a) Prevents the image of the organisation 8
b) Improves business operations 7
c) Restore stability and calmness 9
d) Ensure safety of employees 6
Q4) What are the challenges faced by Premier Inn in setting up crisis
management practices within the Premier Inn?
Frequency
a) Involving employees in decision making processing 7
b) Providing employees with new responsibilities 8
c) Showing appreciation to employees 6
d) Providing support and assistance 9
Q5) According to your experience, what are the current crisis Frequency

management practices adopted by Premier inn in the time of
COVID-19?
a) Providing training to employees 10
b) Utilising company resources optimally 9
c) Building good external relations 6
d) Taking corrective actions 5
Q6) As per your perspective, what is the impact of crisis
management practices on the overall performance of Premier Inn in
managing the pandemic situation?
Frequency
a) Improves morale of company 9
b) Increased productivity and performance 10
c) Identify potential threats 5
d) enhanced communication among employees 6
Q7) As per your thinking, What are the strategies that can be
recommended to Premier Inn in managing the future crisis in
successful manner?
Frequency
a) Leveraging technology 12
b) Enhancing customer experience 9
c) Maintaining healthy environment 5
d) Strengthening personal relation with other hotels 4
Data Interpretation
Table 1: Crisis management has helped hospitality sector in gaining success during COVID-19
Q1) Do you think, crisis management has helped hospitality sector in
gaining success during COVID-19?
Frequency
a) Yes 18

b) No 9
c) May be 3
a) Yes b) No c) May be
0
2
4
6
8
10
12
14
16
18
18
9
3
Column B
Interpretation: It is interpreted from above gathered information from the graph that crisis
management is an important concept that helped in dealing with the undefined or uncertain
situations like COVID-19 in an effective manner. As per the graph out of 30 respondents, 18 of
them feel that adopting crisis management helps hospitality sector in achieving high success as it
results in providing ways to protect from pandemic. Whereas 9 of them said No regarding this
concept and thinks this concept as not that much fruitful and 3 of them are in a may be situation
and do not say exact about the crisis management factor. It is important for the hotel to use crisis
management in order to deal with the pandemic in an effective manner and to increase the level
of profitability in the business market. COVID-19 has resulted in decreasing the morale and
motivation of employees towards achieving the predetermined goals of the business (Salvador
and Ikeda, 2018).

Table 2: Does managing a successful crisis management impacts the company in positive
manner
Q2) Does managing a successful crisis management impacts the
company in positive manner?
Frequency
a) Yes 20
b) No 6
c) May be 4
a) Yes b) No c) May be
0
2
4
6
8
10
12
14
16
18
20
20
6
4
Column B
Interpretation: As per the collected data from the above graph it is interpreted that crisis
management helps in deriving strategies for reducing the risk of virus in the hospitality sector. It
is important for the hotel industry to manage the pandemic crisis s they are mainly depended on
travellers for gaining profitability. It is concluded from 30 respondents, 20 of them have said Yes
that managing the crisis management impacts the hotel in a more positive manner, 6 of them
have said No and do not agree with the sustained fact that managing the crisis is fruitful in the
future and 4 of them said May be which do stick on one thing and are in confusion about the
management fact. For reducing the risk of virus from the life of people it is necessary for the

hotel to provide safety and create a sense of trust in the minds of the customers so that they feel
good (Kalkman and Groenewegen, 2019).
Table 3: What is the importance of crisis management within the hospitality industry in the time
of pandemic
Q3) As per your perspective, what is the importance of crisis
management within the hospitality industry in the time of pandemic?
Frequency
a) Prevents the image of the organisation 8
b) Improves business operations 7
c) Restore stability and calmness 9
d) Ensure safety of employees 6
a) Prevents the image of the organisation
c) Restore stability and calmness
0
1
2
3
4
5
6
7
8
9 8
7
9
6
Column B
Interpretation: As per the above gathered data from the graph it is concluded that in reducing the
impact of COVID-19 pandemic within the hospitality industry, crisis management plays a very
important role as it helps in providing suitable ideas and strategies (Antony and Jacob, 2019).
Out of the 30 respondents, 8 of them feel that it helps in preventing the brand image of the hotel
in the business market and for increasing the value of their services, 7 of them feel that it results

in improving the operations of the business in order to gain high profitability and growth in the
competitive business market. On the other hand, 9 of them feels that it plays an important role in
restoring the stability and calmness within the business so that employees feel comfortable while
working during the time of pandemic and 6 of them feels that it helps in ensuring high safety
among employees so that they work with high efficiency and effectiveness for increased
productivity and performance in the hospitality industry.
Table 4: Challenges faced by Premier Inn in setting up crisis management practices within the
Premier Inn
Q4) What are the challenges faced by Premier Inn in setting up crisis
management practices within the Premier Inn?
Frequency
a) Involving employees in decision making process 7
b) Providing employees with new responsibilities 8
c) Showing appreciation to employees 6
d) Providing support and assistance 9
a) Involving employees in decision making processing
c) Showing appreciation to employees
0
1
2
3
4
5
6
7
8
9
7
8
6
9
Column B

Interpretation: It is interpreted from the above graph that Premier Inn faces several number of
challenges at the time of implementing crisis management practices within the business
organisation (Brown-Devlin, 2018). Out of total 30 respondents, 7 of them have said involving
the employees of the company in the process of decision making is considered as a major
challenge which results in decreasing the productivity, 8 of them feel that providing new growth
opportunities to employees is a major challenge while setting up practices related to crisis
management, 6 of them feels showing appreciation to employees during the time of COVID-19
is a challenge for them as the mangers are unable to fulfil it and 9 of them think that providing
assistance and support is a great challenge for the hotel as this helps in increasing their working
capability.
Table 5: What are the current crisis management practices adopted by Premier inn in the time of
COVID-19
Q5) According to your experience, what are the current crisis
management practices adopted by Premier inn in the time of
COVID-19?
Frequency
a) Providing training to employees 10
b) Utilising company resources optimally 9
c) Building good external relations 6
d) Taking corrective actions 5

a) Providing training to employees
c) Building good external relations
0
1
2
3
4
5
6
7
8
9
10
10
9
6
5
Column B
Interpretation: As per the collected data from the above graph it is interpreted that there are
different types of practices related to crisis management which helps in preventing Premier Inn
from threats (Danielsson and Sjöstedt‐Landén, 2020). Out of the total of 30 respondents, 10 of
the respondents said that providing effective training to employees is the most suitable crisis
management practice that helps in increasing their knowledge, 9 of them said that utilising the
resources of the hotel in an optimum manner because it helps in dealing with the pandemic
effectively. Whereas 6 of them have said building good external relations is considered as a
practice of crisis management so that help can be attained and 5 of them feels that taking
corrective actions for dealing with the COVID-19 situation is necessary for high growth and
success in the business market.
Table 6: What is the impact of crisis management practices on the overall performance of
Premier Inn in managing the pandemic situation
Q6) As per your perspective, what is the impact of crisis
management practices on the overall performance of Premier Inn in
managing the pandemic situation?
Frequency
a) Improves morale of company 9
b) Increased productivity and performance 10

c) Identify potential threats 5
d) Enhanced communication among employees 6
a) Improves morale of company
c) Identify potential threats
0
1
2
3
4
5
6
7
8
9
10 9
10
5
6
Column B
Interpretation: It is interpreted from the above graph that crisis management practices impacts
the performance of Premier Inn in a positive manner and this helps in gaining success during the
time of pandemic. With the total of 30 respondents, 9 of them think that crisis management
practices helps in improving the morale of company which results in improved performance, 10
of them have said increased productivity and performance because of new strategies by the team
of crisis management, 5 of them think it help the hotel employees in identifying the potential
threats because of COVID-19 situation. While 6 of them are satisfied by enhanced
communication within employees so that they work with high confidence and dedication at the
workplace. Managing the risk of COVID-19 is important for the hotel industry in order to gain
the number of customers back for staying and accommodation by delivering better services to
them (Trofimova, 2020).

Table 7: What are the strategies that can be recommended to Premier Inn in managing the future
crisis in successful manner
Q7) As per your thinking, What are the strategies that can be
recommended to Premier Inn in managing the future crisis in
successful manner?
Frequency
a) Leveraging technology 12
b) Enhancing customer experience 9
c) Maintaining healthy environment 5
d) Strengthening personal relation with other hotels 4
a) Leveraging technology
c) Maintaining healthy environment
0
2
4
6
8
10
12
12
9
5
4 Column B
Interpretation: As per the data gathered from the above graph it is concluded that there are
several strategies that Premier Inn needs to consider for managing the future arising crisis in a
more successful way (Hearit and Hearit, 2020). Out of 30 respondents, 12 of the respondents
think that leveraging and adopting new advanced technology helps in developing the skills and
knowledge of employees and in doing the work with more proficiency, 9 of them have said
enhancing experience of customers is more important as they are the only people by which

business can earn profits and growth in the market. On the other hand, 5 of them have said that
maintaining healthy and safe environment in the hotel is necessary as it helps in gaining the trust
and loyalty of customers to come back and 4 of them have said that strengthening relations with
other hotel managers helps in deceasing the level of threat within the business organisation.

CONCLUSION AND RECOMMENDATION
Conclusion
From the above gathered data it is concluded that crisis management is one of the
successful elements for the hospitality industry at the time of Covid 19 pandemic. With the help
of different practices of crisis management hotel are able to recover them from the damage occur
in their hotels. A successful crisis management provide positive impact to the company by
reducing the risk and managing their business in effective manner. There are various ways
through which crisis can be managed some of them are building crisis management team,
making strong relationship with stakeholder, improving communication channel and many other.
Thus, it is very important for the company to design crisis management practices for them in
order to deal with unexpected events.
Recommendation
With the assemble information it is suggested that hotels should invest their time and
efforts in building effective crisis management practices for their organisation. This will help
them to mitigate all the challenges that hinder their performance and productivity in large
manner. Some of the strategy that can be used by the hotel to manage their crisis are: a)
Leveraging technology, Enhancing customer experience, maintaining healthy environment and
Strengthening personal relation with other hotels.

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Galiana, D., 2020, [Online]. Available through: <https://www.wimi-teamwork.com/blog/crisis-
management-how-manage-crisis/#:~:text=A%20crisis%20management%20plan
%20takes,ready%20before%20a%20crisis%20occurs.>

APPENDIX
Questionnaire
Q1) Do you think, crisis management has helped hospitality sector in gaining success during
COVID-19?
a) Yes
b) No
c) May be
Q2) Does managing a successful crisis management impacts the company in positive manner?
a) Yes
b) No
c) May be
Q3) As per your perspective, what is the importance of crisis management within the hospitality
industry in the time of pandemic?
a) Prevents the image of the organisation
b) Improves business operations
c) Restore stability and calmness
d) Ensure safety of employees
Q4) What are the challenges faced by Premier Inn in setting up crisis management practices
within the Premier Inn?
a) Involving employees in decision making processing
b) Providing employees with new responsibilities
c) Showing appreciation to employees
d) Providing support and assistance
Q5) According to your experience, what are the current crisis management practices adopted by
Premier inn in the time of COVID-19?
a) Providing training to employees
b) Utilising company resources optimally
c) Building good external relations
d) Taking corrective actions
Q6) As per your perspective, what is the impact of crisis management practices on the overall

performance of Premier Inn in managing the pandemic situation?
a) Improves morale of company
b) Increased productivity and performance
c) Identify potential threats
d) enhanced communication among employees
Q7) As per your thinking, What are the strategies that can be recommended to Premier Inn in
managing the future crisis in successful manner?
a) Leveraging technology
b) Enhancing customer experience
c) Maintaining healthy environment
d) Strengthening personal relation with other hotels