Impacts of Sustainability on Firm Value of UK Hospitality Industry

This research study explores the impact of sustainability on the firm value of UK hospitality industry, with a focus on Crowne Plaza. It examines the challenges faced by the organization and provides recommendations for improving business operations through sustainability.

Final Project
Suggested Structure

Table of Contents
Topic: To identify the Impacts of Sustainability on the Firm Value of UK Hospitality Industry..............3
Abstract.................................................................................................................................................3
Introduction...........................................................................................................................................3
Aim, Objectives, Research Questions....................................................................................................4
Methodology.........................................................................................................................................5
Review of the Literature........................................................................................................................6
Conclusions & Recommendations.......................................................................................................11
Conclusion.......................................................................................................................................11
Recommendation............................................................................................................................12
References...........................................................................................................................................13

Topic: To identify the Impacts of Sustainability on the Firm Value of UK Hospitality
Industry
Abstract
Aside from the capacity to raise profits & also revenues, as well as lead to enhanced
financial growth & also financial power measures the current Covid19 scenario has
demonstrated that sustainably can help businesses become more resilient. Since the
emergence of Covid19, the market capitalisation of numerous organizations with a high
emphasis on sustainable has grown. It caters to both business travellers and conference
attendees. The present study has been judged to be significant to sustainable and how it is
implemented in the hotel industry (Adams & Abhayawansa, 2022). With environment
backing, the hospitality sector may prosper and establish its long-standing reputation. The
authors of the study conclusions are tied to a variety of difficulties which that hospitality
industry suffers due to a lack of long-term sustainability. It has been discovered that one of
the most generally used criteria inside the market for controlling environmental resources in
such a manner that company may be conducted while harmful environmental consequences
are minimised is sustainably. Incorporating disciplined investment strategies, models, and
processes has the potential to improve firms in a range of methods. In this research study, the
researcher will explore the impact of durability, the obstacles that organisations confront, and
some recommendations for improving company operations and ensuring sustainable
development.
Introduction
In this fast running world, it is identified that sustainable environment can provide the
direct and also indirect impact on the working of the organization. It is analyzed that
Sustainability is important and pay more attention on the community, politicians,
stockholders, banking firms, &personnel are all putting pressure on the business to combat
global warming & the sustainable use of natural resources. Profit is no longer the main
consideration; how organization is conducted is as well. It is determined that global warming
& also environment have emerged as critical elements in lengthy business practices, making
it necessary to incorporate sustainability into business plans &expenditure rationale. As a
result, new businesses have arisen, as have new societal &environmental KPIs &valuation
standards (Ajmal, Khan, M., Hussain & Helo, 2018). The existing research issue is concerned

with the aspect of sustainability, which really is prevalent in the hotel industry & would be
beneficial in ensuring the company's long-term prosperity. The hospitality business offers a
diverse range of activities, & in order to control its environmental impact, it must employ
sustainability initiatives. The organization's worth can be established with the support of
durability, which will aid in establishing a major market image. For this research study,
hospitality industry is considered and in which Crowne Plaza is taken as the research
organization which is established in 1983 and the headquarter Denham, United Kingdom.
Crowne Plaza is a full-service, luxury hotel brand based in the U K. It serves business
travelers as well as conferences and conferences. It is determined that the current study will
be relevant on sustainability &how it is applied in the hotel business (Baland, Bardhan &
Bowles, 2018). The hospitality sector can thrive &demonstrate its lengthy reputation with
the support of environmentalism. The findings of the study are related to different issues that
the hospitality business faces in the lack of sustainable. It is determined that sustainable is
one of the most widely utilised metrics in the industry for managing environmental resources
in such a way that business association may be carried out while adverse environmental
impacts are minimised. The incorporation of sustainability into company strategies, models,
& ways of working has the capacity to enhance businesses in a variety of ways. In this report,
researcher will discuss about the impact of the sustainability, challenges that are be faced by
organisation and also provide some recommendation to enhance the business operation vai
sustainability.
Aim, Objectives, Research Questions
Research aim
To identify the impacts of sustainability on the firm value of UK hospitality industry: "A
study on Crown Plaza".
Research objective
 To determine the impacts of sustainability on the firm value of Crown Plaza
 To examine the challenges that would be faced by Crown Plaza in the absence of
sustainability in Crown Plaza
 To recommend ways to have improved &more sustainable business operations within
Crown Plaza.
The current set of study objectives &topics that is beneficial to tend to be substantial
&rationale because it helps an improved comprehension of the vital concept of sustainability,

&also identifying its impact on company performance. Additionally, current topic selection
suits the scientist's particular interests &tends to ensure enhancement &progress in essential
abilities &competence, as well as strong educational advancement.
Research questions
 What are the impacts of sustainability on the firm value of Crown Plaza?
 What are the major challenges that Crown Plaza would be faced in the absence of
sustainability in Crown Plaza?
 What possible recommendation can be made for the Crown Plaza to have improved
&more sustainable business operations?
Methodology
There are various factors are considered in order to maintain the effectiveness of the research
methodology. The explanation about the specific factors which are paying the essential role
to maintain the relevancy and adequacy of this present research are given below-

Research methodology is the helpful to enhance the effectiveness of the research process and
also work as a blueprint and outcome which can helpful for the researchers in order to
complete the whole research project. The main motive of this research is to focus on the
environmental sustainability and identify its impact on the value of the organisation. In order
to complete this research, there are various kind of research methods are considered by the
researcher which are discuss below –
 Research Method - There are two types of resource methods are identified by the
receptor such as qualitative research method and qualitative research method. Both
method are essential and helpful to maintain the effectiveness of the research data but
in order to conduct this research qualitative research method is considered by the
researcher because it can help food to get in that knowledge and understanding about
the research of the so that Research and frame most effective outcome of the research
and provide some recommendations on the basis of the previous study.
 Research Approach - It is identified that there are two types of research approach are
utilising by the researcher like inductive research approach and deductive research
approach. Both approaches are essential and also helpful for the research study but as
per to conduct and completion of this project inductive research approach is
considered by the researcher because this approach is a helpful to improve the
innovativeness of the study and also with the help of some observation research can
get an appropriate and useful information.
 Research Philosophy - There are various types of research philosophies are utilising
by the researcher because with the help of research philosophy researcher can
effectively manage the effectiveness and relevancy of the research. Some specific
research philosophy such as positivistic refers philosophy and interpretivism Research
philosophy. In order to conduct this research interpreritisam research philosophy is
considered by the researcher because this philosophy is helpful to maintain the
qualitative information and enhance the effectiveness of the research.
Review of the Literature
To determine the impacts of sustainability on the firm value of Crown Plaza
According to Grassmann, M. (2021), the concept of sustainability is associated with
conducting economy in a manner which it meets immediate requirements without

jeopardising or jeopardising the future generations. Thus, this same idea of sustainability
things tend to encompass but include the safeguards &productive survival of the rest of
creation of the surroundings, &the preference as well as collection of quasi components, as
well as leading &supporting the decrease &encouragement of commodity reuse activities, as
well as a start concentrating on reducing waste but instead &using an economic actions of
existence cost benefit analysis it is determined that positive relation between it ecologic &
also conservative lagoon of sustainable practices & also institutional ownership also has been
observed, as the concept of sustainability wants to support the creation of a positive brand
image, which tends to lead to relatively high company's stock price, as well as improved
financial performance &efficiency (De Giacomo and Bleischwitz, 2020). Making companies
more sustainable begins with an analysis of the situation and an understanding of how vital it
is to make changes - for the benefit of both the business and customer. The purpose of this
tool is to aid large corporations, CEOs, and administrators in focusing their organisations'
interests. People may get a fundamental understanding of how one can manage a business
sustainability, as well as an explanation of why it's essential, a list of significant stakeholders,
a consideration of advantages and barriers, and recommendations on how to increase
corporate value. It has been discovered that sustainability may provide greater value in the
development of the organisation as well as providing efficient benefit so that a firm's market
worth can be increased.
It is also examined that business sustainability refers to the notion of managing a
business without negatively considering the environmental. A successful company benefits
the regional and international environment, therefore means it benefits the society and
economy that rely on a healthy planet. An ecologically aware business considers more than
just profits; it also considers its long-term viability. Such a company is sustained because it
contributes to the wellness of the architecture in which it operates, so contributing in the
creative process that is necessary for its success. According to Nature, the corporation might
contemplate the track to create 27 billion tonnes of solid waste by 2050. (Ghobakhloo & et.
al. ,2021). Due to a business climate that encourages fast product creation and rotation for
greater profit, sustainability is a priority. By 2050, unmanaged Emissions of co2 are
anticipated to cause two separate temperature rises, resulting in rising sea levels and more
dangerous weather extremes. It is analyzed that there are various factors are involved such as
sustainability can helpful to reduce the cost of the business and it is determined that it can
implementing green an organization requires an initial commitment, but by prioritizing
sustainability, company will save money over time. According to a 2011 On the basis of the
McKinsey report on the business of sustainability, 33% of organisations are incorporating

sustainable practises to enhance cost savings &decrease costs, up 19% first from preceding
year. Clients of managed network operator Elytus saved over $11 money over the course of
ten years thanks to management of waste & also visibility. Sustainability can helpful to
improve the financial planning is no longer a pleasant; it is becoming a need for gaining
access to finance & also gaining social – & also frequently regulatory – approval to operate.
Corporations are establishing &presenting their sustainability practices, vision, plan,
&different low efforts in greater numbers. Furthermore, governments around the world are
prioritizing sustainability & also implementing efforts such as electrification of private
&public transportation, renewable energy transitions, hydrogen battery research, &carbon
sequestration (Grassmann, 2021).
On the basis of the Rystad Energy, roughly ten big CCS events are developed
throughout Europe, with the majority of them expected to be functional by 2030 &positioned
around the North Sea in Norway, the United Kingdom, Denmark, & Netherlands It is
analyzed that sustainability fosters creativity by forcing mind to consider outside the box.
When the status quo no longer works, it's time to get creative. New ideas to increase
operational efficiency &lower costs emerge from creativity &new ways of thinking, which
provide a direct positive influence on profit, net assets (NWC), production, &other
organizational & also financial important aspects. It is determined that sustainability
necessitates a move from short-term to long-term thinking, as well as a shift away from
standard projected cash evaluation &toward more comprehensive valuation methodologies
that focus on long-term company resiliency. It is analyzed that collaboration is facilitated
through longevity. Crisis & also major societal shifts, as shown in the recent Covid19
scenario, stimulate collaboration & also partnerships. Businesses are no longer separate
micro-entities focused solely on improving their own future cash flows or balance sheets.
Organizations are interlinked in a web of interdependencies with common boundary
conditions & the goal of reaching a common goal that cooperative (Kandachar and Halme,
2017).
According to the BauscherHepp (2018), revealed that the impact of the sustainability can
helpful to improve the effectiveness of the organization by lowering expenditure & also
waste, sustainability helps us to save money. It is great for the environment. It also offers us a
media relations edge over competitors who are unconcerned about "green" activities. And

there is another compelling incentive for hotels and also the hospitality sector to embrace
sustainable development: it's good for business. It is determined that there is also one
common thread that everybody should be aware of, whether it's in food and beverage, travel
and hospitality, or hotels and leisure. Crown Plaza mainly focus on the reuse and also recycle
so that hotel can appropriately manage their operations and also reduce the waste, this is also
a good for to improve the value of the hotel. It is determined that the capacity to recycling
and recycle is also one of the simplest best ways to start, and it's something that
ecologically conscious individuals value above all else. Nothing worse than having to
put a beverage can in the garbage for a recycling-obsessed hotel guest. Moreover, it is
analyzed that towel & sheet reuse programs demonstrate to visitors that you are
committed to preserving sources like as water and electricity. Protecting these
resources is, of obviously, more cost effective. Finally, the goods you use in business
hotel will have a direct influence upon that agency's overall sustainability practices. The
purchasing manager has a huge say between how "green" the function will be, from cooling
systems that reduces coolant and electricity use to choosing to buy locally sourced materials
from a provincial farm worker & from choosing socially minded dinnerware to disposing of
pillowcases as well as using alternative options on a buffet line.
To examine the challenges that would be faced by Crown Plaza in the absence of
sustainability in Crown Plaza
According to Zhang, D., and Vigne, S. A. (2021), revealed that there are considerable
obstacles that Crown Plaza will face if conservation is not implemented, including the
destruction of the environment as well as adversely affecting &threatening the survival of
subsequent generations. The multiple ecological challenges &issues, including such rising
temperatures caused by increased carbon emissions, air pollution, marine pollution,
misappropriations of electricity system, as well as largest food power generation harms, have
been investigated as the greatest issues that Crown Plaza would face in the apparent lack of
sustainable practices in Crown Plaza.
Although sustainable practises provide significant advantages for organizations,
implementing these changes can be tough. Here are amongst the most major roadblocks that
businesses, particularly small businesses, face in their quest to become even more
sustainability (Kumar & Sharma, 2022). The selected company has a variety of problems,

including a lack of funding, in which this was discovered that some organizations think they
lack the essential resources — particularly time and money — to adopt sustainability
initiatives effectively and successfully. Nevertheless, being a greener business does not
happen quickly. Solar panels, LEED certification for your building, and recycled buildings
are just a few of the possibilities accessible to a business.
You may start small and make minor improvements, which would be superior than doing
nothing. As you start reducing expenses, your organisation will be able to fund more
important changes later. Uninvolved Staff is a problem when other people in the business
don't accept, take seriously, or care about their sustainability initiatives, whether it's top
executives or your workers. It can also be difficult to put them into action. Make every
attempt to seek everyone else's input while designing projects. Some staff are likely to have
had their own worries and ideas. Consider including interaction in the experience by
providing rewards including office parties and awards.
Some disengaged employees want types are available to contribute, while others just desire
new ideas to be heard, considered, and implemented if they are feasible. The issue is difficult
to gauge accomplishment, which means it's hard to know if your activities are valuable if
your organization can't appropriately analyze the product. Rather of stressing over what other
companies are doing, concentrate on what is best for you. What can you do to keep track of
your own sustainability practices progress? "A suitable beginning point is the principal raw
resource that that firm utilizes for its products & also services," Chron's Kim Durant explains
when it eventually becomes sustainable. If company use an application organization, on the
other hand, your raw materials is just the computers, energy, &office furniture company will
need to create software. Is it possible to purchase computers from environmentally friendly
producers &repair the old ones? Is it possible to purchase renewable electricity? Is it possible
to purchase office supplies made with recycled materials? Your success will be determined
on your ability to check these boxes (Nishant, Kennedy & Corbett, 2020).
To recommend ways to have improved &more sustainable business operations within
Crown Plaza

According to Grewal, J., Hauptmann, C., & Serafeim, G. (2021), the effectual methods that
can then be advised for Crown plaza to have even more financially viable business operations
tend to include sustaining a high as well as up the potential of character traits that also are
valued in the form of the physical environment, as well as being within the means &support
system of ecological systems that does not damage &create issues for these other persons.
Apart from that, focusing on minimising wastage of water, minimizing plastics use,
&prioritizing renewable sources of energy to reduce carbon emissions are all important
strategies to promote more sustainable business operations. It may not be simple at first to
become more sustainable in a more efficient manner, but still the work is so well it. Effective
companies, shareholders, and politicians perceive challenges as opportunity (Retamal, 2017).
It was your own chance to promote protection of the environment while also offering cutting-
edge technology. Some creative thinking can assist you in developing special and distinctive
strategies that will benefit your company. Here are some pointers to help you getting began.
Various factors are recommended for the organisation to boost the sustainably in their
company, such like starting recycling at work, which is good since it keeps rubbish out of
landfills and incinerators and produces 757,000 employment each year. Begin collecting at
work if you've not.
If your employer already recycles, have a look at your local recycling rules to be certain
you're following them appropriately. If you're at work, it's easy to become lazy &throw things
in the trash. Provide more than enough recycling containers in the office, label all for the
products that go in them, &take full advantage of any composting programmes your
community may offer. The another recommendation is all about encourage Green
Commuting, in which daily commute is a daily drain on the environment: people squander
2.9 billion gallons of petrol every day delayed in congestion, &each person loses $710 per
year in production. Sustainable commuting has the potential to make a significant influence
on the environment by reducing daily emissions; urge employees to use it wherever feasible.
Bicycling, carpooling, &using the transport are all examples of green traveling that can assist
your staff in contributing to sustainable at both the work &home. For those employees who
live too far away to ride a traditional bike, there are also affordable motorbikes & also
electric bikes. The another recommendation is related with the Offer Remote Work Options,
Because it keeps motorists & cars off the roads, working remotely is essentially another sort
of green commuting. Although some jobs do not allow for remote work, if the tasks can be
performed beyond the office, encourage people to do so (Sarkis & Zhu, 2018). Teleworkers

have had the same environmental impact as planting a forest of trees: they prevent 3.6 billion
tonnes of greenhouse emissions from being released into the atmosphere each year due to
travelling. Working from home also allows people to avoid the health concerns that come
with commuting. The another recommendation is crelate a Sustainability Committee, in
which selecting a group of volunteers to be in charge of workplace sustainability efforts can
be quite beneficial to your effort. It establishes responsibility - there really are individuals
who are explicitly responsible for this, &they can follow up with others &help to foster a
sustainable workplace culture. Furthermore, a committee will keep the creative juices flowing
(Sedera, Ta . & Xu, 2022). Charge them with communicating to certain other employees
about problems &solutions, & also give them decision-making authority. The another
recommendation is related with the Go Digital, with the help of technology and
digitalization , it is determined that it ddespite the advancement of digital technology, many
businesses still use much more paper than is required. cell phones, &other gadgets have
become an integral part of the job; take advantage of them to the best extent feasible &
minimize employing paper wherever possible.
It is necessary for the organisation to focus on their sustainable business operations so that
organisation can appropriately improve their effectiveness, there are various ways are
identified by the hotel which can helpful to improve the effectiveness of sustainable business
operations such as hotel need to focus on installation of energy and also save some effective
technology, hotel can embrace there recycling and also encourage guest for the green, hotel
should stay water and also support local and sustainable businesses, hotel can implement
alternative energy sources and also list out specific and suitable base and products, hotel need
to focus on some specific automation body conversion of water and specific energy, it is also
recommended that hotel can invest in green energy and also rainwater harvesting workers.

Conclusions & Recommendations
Conclusion
According to this report, it is concluded that it is necessary for the company to take
care about the sustainability because it can improve the value of the organisation. With the
help of this study, it is analysed that effective sustainability can provide the positive impact
on the working operations of the business. In order to full fill the requirement of the research
questions and objectives, researcher utilised various techniques which can helpful to enhance
the business operations of the organisation. In this report, various kind of challenges are
identified such as Climate changes, usage of natural resources, wastage of production, water
production, water pollution, deforestations, overfishing, ocean acidification and also air
pollution.
Recommendation
On the basis of this study, it is recommended that sustainability can provide the
effectiveness of the chosen organisation. Some recommendation is given for the
developments of the organisation such as company need to save energy so that this hospitality
organisation can effectively enhance the value of the organization (Zhang & Vigne, 2021).
Another recommendation is also need to consider is related with the reusable alternatives and
it is necessary for the organization to use reusable products. It is also necessary for the
oirgansiation to go paperless and also use renewable energy so that hotel can appropriately
boost the productivity of the organization. Company need go digital and also use technology
in order to enhance the sustainability of the oirgansiation.

BauscherHepp , The importance of sustainability in the hotel and hospitality industry ,
2018[Online] Available Through < https://deepplate.bauscherhepp.com/blog/sustainability-
in-the-hotel-and-hospitality-industry>