Sustainability in Hospitality Industry during COVID-19: A Case Study of Portugal Airlines

This report analyzes the impact of COVID-19 on the hospitality industry and the significance of sustainability, with a case study of Portugal Airlines. It includes a literature review on sustainability, current practices in the airline industry, and recommendations for maintaining sustainability and reducing losses due to COVID-19. The research methodology includes a deductive approach and survey method. Course code, course name, and college/university are not mentioned.

Research Project
Report

Executive Summary
Sustainability is important for organizations because it ensures that the company is able
to conduct its business operations in an effective manner. Apart from this, it can be stated that
there are different strategies which the companies can implement in relation to improve their
overall efficiency as well as experience a competitive advantages within the industry. The
respective report is based on Portugal Airlines that offers services to the customers across
different destinations. The outbreak of the Covid-19 has impacted the airline as well as the
hospitality industry to a great extent and it is thus important for the company to develop
strategies that are effective and can help in achieving the goals in a significant manner. The
rationale for conducting the investigation is to study the significance of sustainability because it
is useful in different real scenarios since it is helpful to carry out business effectively, in the
longer time as well. The outbreak of Covid-19 has impacted the overall business of them
organizations and many organizations have incurred losses. Therefore, it is significantly
important for the organizations to take into account the different aspects and develop strategies
that will help them in covering the losses that have been incurred because of Covid-19.

Contents
Executive Summary.....................................................................................................................................2
INTRODUCTION...........................................................................................................................................4
Contextual Background............................................................................................................................4
Rationale for Research.............................................................................................................................5
Research Scope........................................................................................................................................5
Research Objectives.................................................................................................................................5
Research Questions.................................................................................................................................5
Literature Review........................................................................................................................................6
Meaning of sustainability.........................................................................................................................6
Effect of current practices of sustainability in airlines industry...............................................................6
Some recommendations/strategies for maintaining sustainability in reducing the losses occurred due
to COVID..................................................................................................................................................7
Methodology...............................................................................................................................................8
Main Body and Findings.............................................................................................................................11
CONCLUSION.............................................................................................................................................15
Recommendations.....................................................................................................................................16
REFERENCES..............................................................................................................................................18
Appendix....................................................................................................................................................20

INTRODUCTION
The respective report aims to analyze the overall significance of sustainability in the
hospitality industry during global pandemic. Sustainability can be referred as a type of approach
that is primarily inclined towards creating value for long-term for the organization by
considering the way in which a business operates. It can be said that hospitality industry is nown
as one of the most significant industries in the whole world that comprise of different activities
such as lodging, transportation, travel as well as accommodation (Adamov and et.al., 2020). It
could be said that sustainability is significant for every type of businesses because it
accommodates in grabbing attention of greater number of people as well as building a strong
brand image of the company. It is important for any organization to implement effective
sustainability practices as well as strategies to help the customers have a positive experience. As
a result, they would consider returning back. Also, with an increase in the level of awareness
among the people, many organizations operating within the hospitality industry have started to
include sustainability practices to ensure that the practices are conducted in an effective manner.
organization chosen for this report is Portugal Airline, that offers various flight services to the
customers in order to serve their needs as well as preferences. The outbreak of the pandemic has
impacted the way in which organizations operate as well as the level of their profitability. The
current report would describe the meaning of sustainability and the present practices of
sustainability in airlines during the time global pandemic i.e. COVID-19. Also, it would also
give recommendations about better strategies to maintain sustainability for mitigating the losses
happened due to global pandemic COVID-19.
Contextual Background
The respective report is based on analyzing the significance of sustainability to change
hospitality industry in the global pandemic situation (Adeyinka-Ojo and et.al., 2020). The
outbreak of the pandemic COVID-19 has affected the hospitality industry to a certain extent and
it is significant for the organizations in the industry. This is because it will enable the companies
to conduct their business operations in an effective manner and at the same time, attract a greater
number of customers (Taş Gürsoy, 2020). Due to Covid-19, people have become conscious
about their overall health as well as safety. And hence, it is important for the organizations to

develop effective strategies as well as implement measures in order to eliminate any issues that
can affect the overall business.
Rationale for Research
The main rationale for undertaking this research is to develop an understanding about the
impact of Covid on the hospitality industry (Yarbrough, 2020). Also, this research will be helpful
for the readers as well as the chosen organization to develop effective strategies that are
sustainable and would help the company in achieving a higher level of performance. another
rationale behind undertaking this report is to analyze the overall importance of sustainability on
the organization as well as its performance.
Research Scope
The scope for the present investigation is that the geography area of the investigation is
not beyond United Kingdom and it is limited to this particular country only. The current
investigation has only covered the people who are living and working in United Kingdom within
the hospitality industry. Also, Portugal Airline is the company that has been selected for the
completion of the investigation (Amicarelli and et.al., 2021). Other than this, the inclusion
criteria for the current investigation report are that the people from hospitality industry will be
considered for providing responses of the interviews. Because of this they are at better position
for giving the responses for the same. The investigation will be dependent on the opinions and
views of participants who have been selected for the procedure of interview.
Research Objectives
 To identify the meaning of sustainability.
 To assess the current practices of sustainability in airlines during COVID.
 To be able to recommend better strategies for maintaining sustainability in mitigating the
losses occurred due to COVID.
Research Questions
 What is the meaning of sustainability?
 How COVID situation has affected current practices of sustainability in airlines industry?
 What are some recommendations/strategies for maintaining sustainability in reducing the
losses occurred due to COVID?

Literature Review
Meaning of sustainability
Sustainability is to maintain or hold underlying pattern of resilience, health and flexibility
leading to a condition of this planet to be flourished in all the regions and aspects (Chen and
et.al., 2021). It has been carried out in one-of-a-kind regions for instance manufacturing
operations, herbal resources explorations, way of life of humans, and lots of comparable
modifications for you to reduce the harm to nature for over making use of these factors. It a
broadly widely wide-spread practice for living a healthy existence and saving the nature from
any harm in order that current and destiny generations can live peacefully without making any
compromise to any of the herbal resources. In different phrases, it's miles a manner which for
long term survival.
Sustainability is known as business method for creating lengthy-time duration cost by
using how a provided company works in the monetary, ecological and social environments.
Sustainability is built on the assumption that growing such strategies foster business enterprise
sturdiness. In other words, it could be stated that sustainability is a significant element for a
company because it significantly contributes to the overall success as well as growth of the
company (Cho, Cho and Zhang, 2021). A business that is environmentally aware and conscious
is able to attract a greater number of customers. This is because sustainable businesses consider
their impact on the society as well as the environment. also, there are various benefits of
sustainability for a company such as it is able to grab attention of greater number of cosnumers
as well as fulfill their requirements in an efficient and effective way. In the contemporary world,
more and more businesses are implementing sustainable strategies in their business operations
ibn order to improve efficiency as well as reduce the overall negative impact on the business.
Effect of current practices of sustainability in airlines industry
The airline industry is one of the largest industries that can significantly contribute to the
overall growth of a country. The outbreak of the pandemic has transformed the way in which
companies within the airline industry conduct their business operations. This is because people
have now become conscious of about travelling during this time. Currently, there are various
practices of sustainability that have been implemented in the airline industry in order to eliminate
any kind of issues. It can be said that the outbreak of the pandemic has affected the working as

well a ss functioning of the airline industry. This in turn affected the survival of the industry to a
great level. The pandemic led to creating huge losses for the respective company and thus, taking
the same into account, there are various practices that have been adopted by companies within
the airlines industry as well as the hospitality industry. For instance, regular sanitization as well
as other safety measures are being taken by the firm. also, as far as the airline industry is
concerned, the passengers are provided with safety kits along with healthy eating options
(Dhyani, Dimri and Gairola, 2020). The primary reason for adopting these sustainability
practices is to attract a greater number of customers. On the other hand, the hospitality industry
has also implemented various sustainability measures such as use of plastic has been eliminated.
It can be said that the effect of these current practices has facilitated the business in grabbing
attention of great number of customers as well as ensuring that they are able to work in an
effective manner. reducing the use of plastic has been very beneficial for the company.
Some recommendations/strategies for maintaining sustainability in reducing the losses occurred
due to COVID
There are certain recommendations or strategies that can be suggested for maintaining
sustainability so as to reduce the overall losses that have been incurred because of covid. The
people have now become very conscious about travelling to different places and staying at a
particular hospitality organization. For instance, it is recommended that the organization should
cut down its use on the plastics and hence, promote the use of sustainable materials (Ferrero-
Ferrero, León and Muñoz-Torres, 2021). Apart from this, it is also recommended that the
companies within the hospitality industry should regularly sanitize and clean the rooms before
the guest check-in so that they are able to ensure the safety of not only the employees, but also
the guests as well. The outbreak of Covid-19 has impacted the overall business of them
organizations and many organizations have incurred losses. Therefore, it is significantly
important for the organizations to take into account the different aspects and develop strategies
that will help them in covering the losses that have been incurred because of Covid-19. Apart
from this, another recommendation that can be made is that self-service should be promoted in
both hospitality as well as the aviation industry. This is because it can help in enhancing the
chances of the customers returning back. This is because there will be less contact among the
guests and hence, the overall health of the passengers and the guests for the hospitality industry

will be ensured. If these recommendations and strategies are adopted by organizations within the
industry, the companies will be able to conduct their business operations in an effective.
Methodology
Research Philosophy – It is necessary factor for the studies examine and may be
explained as a belief related to the way in which information approximately the research have to
be gathered, analyzed as well as utilised. It can be stated that research philosophy is a huge a part
of the research as it enables in figuring out the studies approach in addition to the strategies for
that method (González-Serrano, Añó Sanz and González-García, 2020). There are exceptional
types of studies philosophies that may be used for completing the studies examine in an effective
manner. Interpretivism and positivism are known as the two major kinds of research
philosophies. Researcher could use research philosophy to complete the whole investigation. In
relation to the current study, the investigator has selected interpretivism research philosophy as it
facilitates in deciphering the piece of information accrued by an investigator. This is also due to
the present studies philosophy is primarily dependent at precept which states that an investigator
concentrates on the social global. It could also be said that research philosophy is quite necessary
because it describes the readers about the view point of investigator.
Research Approach – Research method is some other important factor for investigation
and could be explained as a process and method about the wider steps about the distinct
strategies of data series, analysis in addition to interpretation. The research technique is of kinds
inductive in addition to deductive (Ha and Bae, 2020). It may be stated that research approach is
vital and may help the researcher in finishing the studies project in a powerful way. In context of
this report, the investigator has considered deductive approach research technique as it would
assist in deciphering connection among the special variables. Therefore, it may be said that by
means of adopting deductive method, the researcher can be capable to complete the study in a
powerful way and reap the dreams of the observe.
Research Strategy – A research strategy could be referred as a step-by-step procedure of
action that helps the researcher in aligning their thoughts as well as efforts. This in addition
enables them to behavior the research in a systematic manner and hence, produce exceptional
effects to be able to upload to the existing know-how of the readers in addition to the control of
the respective agency, Portugal Airline. It is said that the research approach is referred as a

critical issue of a studies as it facilitates the investigator in selecting the proper facts gathering
technique. Grounded theory, case study, cognizance businesses, interviews in addition to surveys
are a number of the examples of research approach. In relation to the present research, it is able
to be referred that the investigator has considered survey a good way for collecting effective
statistics from the selected participants. Other than this, secondary resources for statistics have
additionally been considered to collect the maximum dependable as well as legitimate records.
Research Design – Research design can be defined as the framework of the various
research methods and techniques that are considered by the researcher for the completion of the
whole investigation. It is significant for the investigator to select the most valid research design
so that they are able to utilize the methods which are suitable for the study (Lee, McCole and
Holecek, 2020). There are different types of research designs like cohort study, case study, cross-
sectional design etc. In relation to attain the defined aim and objectives of the current study in
systematic manner, the investigator has used descriptive research design. This is because it
would enable the investigator to define the various piece of information in an effective manner.
Data Collection – The methodology data collection is known as the method of
collecting true as well as dependable records. It is critical for the researcher to undertake the
maximum suitable technique of data collection to ensure that powerful data has been collected.
Secondary and primary sources are the two forms of statistics collection techniques that could be
considered for this studies. Questionnaire, interview and recognition institution are number one
techniques to collect information (Orefice and Nyarko, 2020). On the other hand, newspapers,
books, publications, journals, reviews, online websites and so on. These are some of the
examples of secondary sources to gather information. The records of collected approach could
both be primary or secondary dependent totally on the needs of the investigation. In relation to
the present investigation, each number one and secondary resources have been considered. A
questionnaire is considered to collect primary information series whereas books and journals are
considered to gather secondary statistics, facts and figures.
Time Horizon – It is about the time-frame which should be determined for the research.
It is categorized into classes which include move sectional in which records keeping the equal
perspective of different authors and longitudinal in which observations may additionally differ in
each case. This layer defines the time-frame for the studies – move-sectional or quick time

period have a look at, involving collection of statistics at a selected point of time; longitudinal –
collection of facts repeatedly over a protracted period of time with a view to examine statistics.
There are sorts of time horizon specifically Longitudinal and Cross-sectional. Longitudinal
research is repeated in a prolonged time duration. Cross sectional study is quite limited to a
particular time duration. This investigation is likewise restricted to a specific time duration and
consequently the cross-sectional time horizon is considered.
Sampling – Sampling is referred as a way considered for statistical analysis wherein a
pre-defined wide sort of observations are carried from a large population. Sampling is known as
method considered in evaluating statistically in which a predetermined sort of observations are
taken from a bigger populace (Papathanassis, 2021). The method of sampling is divided into two
main kinds that are: probability and non-probability sampling. In the present investigation,
investigator has selected probability sampling as it assists in choosing representative from the
whole population randomly. In simpler words it basically uses random sampling under
probability sampling so there is no requirement to choose respondents with specific criteria.
There are 50 persons selected as respondents to gather valid and authentic information in shorter
period of time.
Validity and Reliability – Validity and reliability is referred as principle for evaluating
the studies with great and high quality. Basically, it checks the way research has completed,
methods used and degree checked for gathering data. Reliability is related to the degree of
correctives and validity is related to the accuracy of accumulated information. In the current
research investigator has aimed at collecting primary as well as secondary piece of information
and so researcher has gathered valid and reliable information. The main motive to organise
validity and reliability in investigation is making sure that whole research is sound and accurate
to attain objectives.
Ethical Considerations - Ethics are known as one of the most important research
methodologies because it is necessary to conduct research in an ethical way. Respondents are
given chance to participate whether they are interested to take participation or not. The
respondents are also given chance to withdraw their approval at any time as researcher can not
force the respondents to take part. The researcher has also aimed at protecting the confidential
information so that no party has to bear losses.

Time framework
Gantt chart is referred as the chart that helps in scheduling the different activities of the
research in systematic way. Basically it has two section in which one has activities and the other
section has provided with appropriate time intervals.

Planning of the research
Planning is considered to be an important aspect for research and this is because it helps
the management in developing effective strategies as well as implementing the same to achieve
the goals and objectives (Sebby and Brown, 2020). There are various kinds of tools that could be
considered by the researcher in order to track the progress of the different activities that are a
part of the research. For instance, a Gantt chart has been used for tracking the different activities
in an effective manner. It can be said that a Gantt chart is useful and has various benefits such as
there is an improved communication between the team members. Also, effective strategies can
be developed and implemented in an effective manner.
Main Body and Findings
Theme 1: Knowledge about the importance of sustainability on hospitality industry
Q1. Do you have any knowledge about the
importance of sustainability on hospitality
industry?
a) Yes 35
b) No 15
Interpretation – From the mentioned graph, it could be concluded that from the given 50
respondents, 35 are aware about the basic concept of important of sustainability for hospitality
industry. They said that they had heard about the same or had heard about the same in the future.
Apart from this, it can also be summarised that the rest 15 respondents told that they do not have
any knowledge about the concept of the same. It can be said that sustainability is important and
can affect the overall growth as well as success of the company. It is important to ensure that
effective sustainable practices are implemented so that the goals as well as objectives are
achieved.
Theme 2: Impact of sustainability on a hospitality organization

Q2. What is the impact of sustainability on a
hospitality organization?
a) Improved efficiency of business operations 12
b) Greater access to potential customers 15
c) Enhanced brand image 23
Interpretation – From the drawn graph, it is concluded that from total 50 participants, 12
respondents are of the viewpoint that sustainability helps in improving the overall efficiency of
the business operations. They stated that it is important for any organization to implement the
same to ensure that there is an improve in the overall performance of a company and that the aim
as well as objectives are attained efficiently. Apart from this, 15 respondents stated that greater
access to potential customers is one of the impacts of sustainability on a hospitality organization.
When the customers are accessible to the organizations, they are able to enhance the services that
are offered to the customers. It could also be said that the remaining 23 respondents are of the
view that enhanced brand image is another impact of the sustainability on the hospitality
organizations.
Theme 3: Importance of sustainability for the organizations in the aviation industry
Q3. Do you think sustainability is important
for the organizations in the aviation
industry?
a) Yes 25
b) No 25
Interpretation – From the shown graph, it is concluded that from 50 respondents 25
respondents said that sustainability is significant for the different organizations operating within
the aviation industry. They stated that this is because the companies are able to reduce the overall
impact on the environment and as a result, the business is able to conduct its business operations
in an effective manner. The respondents stated that sustainability is also important because it
ensures that the hospitality company is able to grab attention of greater number of customers and
hence, there is an increase in the overall efficiency of business operations. Apart from this, it can

also be stated that the remaining 25 respondents have viewpoint that sustainability is not
important for the organizations in the aviation industry. They stated that it is one of the expenses
for the organizations and that an organization can conduct its business effectively without
implementing in sustainability as well.
Theme 4: Current sustainability practices adopted by the aviation industry
Q4. What are the current sustainability
practices adopted by the aviation industry?
a) Provide safety kits 10
b) Sanitization of the seats 15
c) Promote social distancing 25

Interpretation – There are different sustainability practices that is implemented by
organizations in relation to ensure that the business is conducted in an effective way. From the
above graph, it can be stated that 10 respondents were of the viewpoint that the organizations in
the industry should provide safety kits to the passengers. This is mainly done with the focus on
the overall safety as well as security of the employees. Other than this, out of the remaining
respondents, 15 respondents stated that sanitization of the seats is another important strategy that
can be implemented by the organizations in order to make that the business operations are
conducted in an effective manner. Lastly, the remaining 25 respondents stated that promotion of
social distancing should be done in order to ensure that the companies are able for attracting a
greater number of customers. Therefore, it can be said that it is important to implement effective
sustainable strategies in order to conduct the business in an effective manner and also, improve
overall efficiency.
Theme 5: Recommendations related to sustainability
Q5. What are some recommendations related
to sustainability for the hospitality business
in the industry?
a) Train the staff effectively 20
b) Ensure safety measures are followed 10
c) Offer self-service 20

Interpretation – From the above graph, it can be stated that 20 out of the 50 respondents
recommended that the organizations in the hospitality industry should train their staff members
effectively. Apart from this, 10 respondents stated that it is important to ensure that various
safety measures are followed to keep the safety of the guests as well as the employees in mind
and lastly, the remaining 20 respondents stated that offering self-service to the guests is one of
the important recommendations that can be implemented by the respective company or other
organizations within the hospitality industry.
Theme 6: Implementation of sustainability in organization
Q6. Has your organization implemented
sustainability in its system to recover from
the losses incurred from Covid-19?
a) Yes 30
b) No 20
Interpretation – From the highlighted graph, it is stated that from 50 respondents, 30
had stated that their organization has implemented sustainability practices in order to recover
from the losses caused because of the outbreak of the pandemic. Beside this, the rest 20
respondents said that their company has not implemented sustainability practices and is rather
developing new strategies that have to be implemented in order to ensure a high level of
performance and recover from the overall impact and losses caused because of the pandemic.
CONCLUSION
From the above piece of information, it can be concluded that sustainability is significant
aspect for the hospitality industry. Sustainability significantly contributes to the whole success
and growth of a company. This is because it makes that there is a reduction in the overall harm
that is caused to the environment and also, there is an increase in the efficiency of the business
processes. The outbreak of the pandemic has transformed the way in which companies conduct
their business in an efficient manner. In context to the hospitality and aviation industries, there
are different strategies that they can implement in order to ensure that can help them in
overcoming the losses that have been caused because of Covid-19. The companies have started

to give different various offers and discounts in order to attract a greater number of customers.
Since people now fear travelling during the time as they feel that they might contact the virus,
the companies are also coming up various strategies in order to ensure the safety of their
employees as well as the guests.
Recommendations
From the above report, there are many recommendations that could be made for the
chosen company as well as other organizations operating within the aviation or hospitality
industry. Firstly, it is recommended that the company should try to eliminate the use of plastics
to ensure that there is an increase in the overall efficiency of the firm. This can also serve to be
as one of the ways in which the company implements sustainability in its business. As a result,
the company will be able to attract a greater number of customers and also reach out to potential
customers as well. Another recommendation that can be made for the respective firm is that they
should implement effective sustainable practices. This will help in enhancing the overall
efficiency of the firm. Apart from this, there has been an increase in the number of people who
are now focused towards enhancing the overall efficiency of the firm. Whether in critical
operations which include boilers, or with lights systems, kitchen equipment, and automatic
strength management structures, motels globally are running to reduce strength use even as
maintaining (Seeler and et.al., 2021).
It is also recommended that the company should take into account the preferences as well
as needs of the guests so that they are able to develop strategies accordingly. It important to
ensure that only sustainable materials are used for the guests. This is recommended because it
will ensure that there will be an increase in the word-of-mouth publicity of the brand.
Recognizing the significance of more comfy products for guests and personnel in addition to the
surroundings, many lodges have shifted to cleansing products which can be made with bio-based
totally totally oils and different herbal cleaners. By making the switch, they may be reducing the
usage of merchandise with chlorine bleach and petrochemical derivatives (Shi and Tsai, 2020).
These extra herbal products have examined ordinary performance, are much less disturbing to
visitors and employees, and much less terrible to the environment. In assist of waste cut price
and a better-extremely good revel in, many hotels are transferring away from bottled water as the
usual and imparting particular hydration options for assembly attendees and impartial tourists. A

strategy with all kinds of spas is the mixture of remedies that characteristic close by and
indigenous additives in addition to natural and natural products. Specific emblem and motel
treatments of signature are rising to simply offer site visitors a unique connection to the holiday
spot.

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Appendix
Questionnaire
Q1. Do you have any knowledge about the importance of sustainability on hospitality
industry?
a) Yes
b) No
Q2. What is the impact of sustainability on a hospitality organization?
a) Improved efficiency of business operations
b) Greater access to potential customers
c) Enhanced brand image
Q3. Do you think sustainability is important for the organizations in the aviation
industry?
a) Yes
b) No
Q4. What are the current sustainability practices adopted by the aviation industry?
a) Provide safety kits
b) Sanitization of the seats
c) Promote social distancing
Q5. What are some recommendations related to sustainability for the hospitality business
in the industry?
a) Train the staff effectively
b) Ensure safety measures are followed
c) Offer self-service
Q6. Has your organization implemented sustainability in its system to recover from the
losses incurred from Covid-19?
a) Yes
b) No
Q7. Any recommendations or suggestions