Strategies for Attracting Consumers after COVID-19

This research focuses on analyzing the strategies for attracting consumers after the COVID-19 pandemic in the hospitality industry, with a specific study on Hilton. It examines the impact of the pandemic on the industry, evaluates strategies for consumer attraction, and identifies challenges faced by Hilton. The research aims to provide recommendations for improving the company's performance and profitability.

Module Code: TM6106
Module Title: RESEARCH PROJECT
Word count: 7000

ACKNOWLEDGEMENT
For the completion of the current dissertation, it would not have been possible without help of
many people connected with the study and myself. Firstly, major contribution is of my tutor who
have assisted me at every stage of completion of my dissertation. In addition to this I would also
extent my gratitude towards my family and friend who have assisted me throughout my
dissertation.
Thank you

ABSTRACT
With reference to the current pandemic the consumer has restricted their outing for
travelling to other places and to go out for leisure time. This has resulted in decrease in sales of
the hospitality sector. On the other side, economic shutdown due to COVID 19 has also affected
working of hospitality sector to a great extent. The present research outlined that use of
qualitative research was assistive in completing the study in successful manner. This was
pertaining to the fact that this helped in developing knowledge relating to various strategies
which was helpful in stimulating consumer to come. Further from the analysis of finding it was
analysed that majorly affected sector due to pandemic is hospitality industry. In addition to this it
as evaluated that there are strategies with help of while Hilton can stimulate or encourage
consumer to come to hotel and stay. For this major strategies identified was adhering to all safety
measures prescribed by government for managing pandemic. In addition to this other strategy
were like social media marketing, sales promotion techniques and others. Further it was also
analysed that there are some challenges which restrict attracting the consumer post pandemic.
These challenges were like resistance of consumer, competition and many others.

TABLE OF CONTENTS
CHAPTER 1- INTRODUCTION....................................................................................................5
1.1 Background...........................................................................................................................5
Aim and objective.......................................................................................................................5
1.2 Rationale...............................................................................................................................6
CHAPTER 2- LITERATURE REVIEW.........................................................................................7
CHAPTER 3- RESEARCH METHODOLOGY...........................................................................12
CHAPTER 4- FINDINGS AND ANALYSIS...............................................................................14
CHAPTER 5- CONCLUSION AND RECOMMEN DATION....................................................17
5.1 Conclusion..........................................................................................................................17
5.2 Recommendation................................................................................................................18
REFERENCES..............................................................................................................................20

CHAPTER 1- INTRODUCTION
1.1 Background
For any company the most important thing is to keep its consumer happy and satisfied for
improving profitability of company. In hospitality industry the crucial aspect is to manage
consumer and keep them connected with company. Currently COVID 19 has affected the
hospitality industry to a great extent. Hospitality is the sector which deals with all facilities for
satisfying needs of consumers. This sector provides different services like food, beverages, bars,
accommodation, recreational and entertainment, tourism and travel and others. After effects of
pandemic resulted in heavy loss to the hospitality sector and number of consumer reduced.
Hence, for revival of hospitality sector the most essential thing is to attract consumer
after current pandemic. There are different types of strategies with which the consumer can be
attracted and motivated to use different facilities of hospitality sector. The current research will
outline the impact which COVID 19 created over hospitality sector along with examination of
different strategies which are assistive in attracting consumer. Also, an analysis of different types
of challenges which hospitality sector may face in order to attract consumers.
Aim and objective
“To analyse the strategies for attracting consumers after COVID 19 in order to improve
performance and profitability of company. A study on Hilton.”
Objectives
To understand the impact of COVID 19 over hospitality sector.
To evaluate the various strategies with help of which Hilton can attract consumer after
COVID 19 pandemic.
To examine the different challenges which Hilton might face at time of implementing and
attracting consumers.
To recommend some of the measures which will be assistive for Hilton in attracting
consumers.
Research question
What is the impact of COVID 19 over hospitality industry?
What are the various strategies which will assist Hilton in attracting consumer after COVID
19 pandemic?

What are the various challenges that Hilton is going to face at time of implementing
strategies for consumer attraction?
What are the major recommendation for the hotel to improve its position among consumer
after effects of pandemic?
1.2 Rationale
In the current environment the competition is at peak and due to pandemic already
consumers are very less. Hence, it is essential for companies in hospitality sector to try to attract
consumer so that profitability of companies increases. Hence, this was the major reason for
selection of topic of strategies for attracting consumers. This is pertaining to the fact that
currently consumers are not going to any hotel or restaurant due to pandemic but hotels need to
attract consumers. Therefore, this was the reason underlying the use of topic of consumer
retention strategies. In addition to this another reason for completion of research is the personal
and academic interest of the researcher.
Scope of research
This research is of utility majorly to the company on which the research is being
conducted that is Hilton. This is of use as this study will assist Hilton in identifying different
strategies that will assist in attracting large number of consumer in hotel. Further this report is
also beneficial to competitors of Hilton as well as they can also implement these strategies in
their operations as well. Furthermore, this research is also beneficial to other researchers who are
also conducting research on same or related topic.

CHAPTER 2- LITERATURE REVIEW
Theme 1- Impact of COVID 19 over the hospitality industry.
In accordance with Hao, Xiao and Chon (2020) currently pandemic has created harsh
impact over every sector of economy and whole of the world. For particularly hospitality
industry pandemic created huge negative impact and this affected profitability of companies in
hospitality sector to a great extent. The main impact which was created by pandemic was of
heavy losses to companies in hospitality sector.
As per the views of Filimonau (2020) this was pertaining to the fact that due to pandemic
there was lockdown in almost all countries of world. Due to this reason the people were not
allowed to travel anywhere. Hence, this resulted in heavy losses to companies dealing in travel
and tourism. In addition to this as people were not travelling to other places so business of hotels
and restaurant was also shut and this resulted in heavy losses to company.
On the other side Chevtaeva and Guillet (2020) argued that another impact of pandemic
was decrease in number of employees. This was due to the reason that already there was no sales
for hotel due to lockdown and hotels were not in position to bear expenses of salary to
employees. Hence, many of the hotels reduced the number of employees to minimum so that
they can limit the salary expense.
Furthermore, Pai and et.al., (2020) elaborated that decrease in number of consumer was
the major impact of COVID 19 over hospitality industry. The reason underlying this fact was
that due to lockdown no consumer was going anywhere. In addition to this even after lockdown
the consumer had a fear that if they will go out then they will get infected with virus. Hence, this
resulted in decrease in number of consumer and as a result of this there was decrease in profits of
company.
In contrast to this Yu, Seo and Hyun (2021) articulated that increase in cost was also a
great impact on hotels and hospitality industry due to pandemic. This is particularly because of
the reason that due to pandemic consumer was not coming to the place. But then also hotels and
other outlet need to run and for this they have to incur basic expenses like electricity, staff salary,
administration expenses and other related expenses to be paid. In addition to this after the
pandemic as well cost of hotels will increase. This is pertaining to the fact that hotels need to
invest more in sanitisers and other things for protection of consumer coming to place. Moreover,

hotels need to focus on all the aspect and guidelines being provided by government with respect
to pandemic.
Theme 2- Evaluation of different strategies with help of which company might attract
consumer after current pandemic.
From the opinion of Dobrescu and Mazilu (2020) current pandemic created many
negative impact over the hospitality industry. Hence, it is very essential for them to revive from
devastating impact of COVID 19 and for this implementation of the various strategies to attract
consumers. These strategies will help companies in hospitality industry stimulate and motivate
consumer to come back to the hotels and restaurants.
With reference to work of Kaushal and Srivastava (2021) complying with proper
sanitisation and all the guidelines provided by government relating to current pandemic must be
followed. This is a good strategy and will attract large number of consumers because the people
will like the fact that hotels are complying all safety measures in order to protect customers.
Furthermore, this will build trust of consumer towards the company as they are complying with
all necessary requirements and measures specified by government.
On the other side He and Harris (2020) criticized that major strategy for attracting
consumer is to focus on online working of business. This is particularly because of the reason
that if companies in hospitality will work totally online then there will be less of social
interaction and people will come less in personal contact. Hence, this will increase number of
people coming to place as they will book their stay online and will not have to wait. As they will
arrive at the hotel they will get their booking and in addition to this payment will also be done
with help of online medium only. Along with this, consumer must also be given the option of
placing order from their home. This will assist them in placing order and till the time they will
reach the hotel or restaurant the food will be ready and they can consume it.
In addition to this Filimonau, Derqui and Matute (2020) states that another strategy for
attracting consumer in hospitality industry is the use of social media marketing. This is necessary
for the companies in hospitality sector as use of social media marketing will cover large number
of people and they will get attracted towards coming to th e place. In addition to this companies
must involve all the strategies relating to sanitisation and guidelines relating to COVID 19 in
their social media marketing strategy. This will increase interest of consumers and they will be
stimulated and encouraged to come to the place.

On the other side Gjerald, Dagsland and Furunes (2021) argued that after pandemic the
hotels and other companies in hospitality industry need to work on improving their online
presence. This can be done by working on the website and try to improve the content of website.
This is necessary as before coming to the place a consumer will check the online website of
hotel. Now if content of website will not be good and attractive then consumer will not go to the
place. Hence, in order to attract consumer after the pandemic it is responsibility of hotel to make
its website simple and attractive. This must also include photos and pictures of their sanitisation
process and all other major requirements in accordance with government guidelines. This will
motivate consumers to come to the hotel and stay there.
Furthermore, Hu and Olivieri (2020) articulated that another major strategy for attracting
consumer after pandemic is to focus more on sales promotion techniques. This is particularly
because of the reason that when hotels will provide different offers and discounts then this will
attract consumer in a large number. These offers can involve different discount schemes, referral
programs, benefits to loyal consumers, various coupons and many other schemes. This will
attract consumers as they are being benefitted by these offers.
In against of this Foroudi, Tabaghdehi and Marvi (2021) criticized that for attracting
consumer hotels must take feedback from them. This is particularly because of the reason that
when the company will take feedback from consumer then they will come to know that where
the company is lacking. This will also outline the views and suggestion of consumer for
improvement within hotel and its strategies. Hence, this will assist hotels in improving their
performance in accordance with requirements of consumer. As a result of this if hotel will make
the changes as per requirement of the consumer then this will increase interest of consumer
within the company.
Theme 3- Various challenges which are being faced by company at time of using strategies to
attract consumers.
Due to pandemic the most suffered industry is the hospitality as there was high consumer
turnover. Even in post pandemic phase the consumers were not ready to go to hotel, restaurant
and other business in hospitality sector. As per the views of Varelas and Apostolopoulos (2020)
major challenge which hotels faced in at time of using consumer attraction strategy is consumer
fearing to go out. The reason underlying this fact is that due to pandemic the consumer has

developed a fear that if they will go out then they may get infected. Hence, due to this fear they
are not going to any public place and sales of hospitality industry has decreased.
On the other side Hossain and et.al., (2020) argued that not focusing on more online
marketing is the challenge in attracting consumer after pandemic. This is a challenge as when
company is not actively present over internet and different social media platforms then consumer
will not come to know about them. Hence, it is very essential for the hotels to make sure that
they optimally make use of social media and websites. In case if hotel is working over internet
and posting regular post relating to its services after pandemic then it will definitely attract
majority of consumer.
Moreover, in contrast to this Bonfanti, Vigolo and Yfantidou (2021) criticized that fact
that major challenge is the competition present in industry. There are many companies and hotels
which are competition against one another. This also affects in attracting consumers in coming to
hotel as they get confused in which hotel they need to go. All the hotels and other establishment
have faced many losses because of pandemic and they are trying hard to attract consumers. But
as competition is high so this restrict consumer in deciding to which place they need to go.
In addition to this Tiong and et.al., (2021) stated that increase in cost was also a major
challenge which restrict companies in attracting consumer in effective manner. This is pertaining
to the fact that due to COVID 19 cost of hotel has been increased due to investment in
sanitisation and other requirement of health and safety measures. In addition to this cost of
marketing has also been increased for attracting consumers. Now if hotel will use simple
marketing techniques then this will not attract majority of consumers. Thus, more investment
need to be done by hotels in marketing of services among consumers. The major reason
underlying this fact is that if marketing will not be good then it will not grab attention of
consumer and cost of company will not be recovered.
On the contradictory note Pillai and et.al., (2021) articulated that frequent changes in
need and preferences of consumer is also a challenge in attracting consumers. The reason
underlying this fact is that if company is marketing the thing which is not liked by consumer then
this will not stimulate interest of consumers. On the other side if hotel is marketing the thing
which is liked by consumer then this will attract them. Hence, if there will be frequent changes in
need and preferences of consumer and if hotel does not involve it in marketing then this will not
attract consumers.

Furthermore, Acee-Eke and Ogonu (2020) analysed that another challenges for hotel in
attracting consumer is that all the consumer has different requirements. It is not possible for a
hotel to take into consideration the need and requirement of all type of consumers. Hence, it may
be possible that hotel is taking care of only one type of consumer and is not focusing on other
segments. This may result in resentment in other consumer who are not being focused by hotel.
Thus, they will not be attracted towards the hotel and its services and will not come to the place
again.
Along with this Smart and et.al., (2021) stated that also market is very wide and it is not
possible for hotel to effectively research the whole market. It might be possible that this involve
high efforts and cost in covering market research in effective manner. Furthermore, as the market
is large so there is possibility that some aspect is being left behind and is not researched in proper
and effective manner. Hence, this might not attract consumer to come to the place as it does not
involve all the market areas and need of consumers.

CHAPTER 3- RESEARCH METHODOLOGY
 Research type- Type of research involves the series of steps through which a research can
be completed in successful and effective manner. It is of two types that is qualitative and
quantitative research. Former is type of method which involves conducting research on
basis of data like beliefs, values and non- numeric data (Snyder, 2019). While latter is
related to undertaking facts and figures and numeric information relating to the research
topic. In order to complete research over strategies for attracting consumers after
pandemic use of qualitative research is undertaken. The reason underlying this fact
qualitative method will assist in developing greater insight relating to area of study. It is
important to use qualitative research as this will increase the theoretical knowledge
relating to the strategies of attracting the consumer post COVID 19.
 Research approach- Approach of research is defined as various procedure or plan which
are selected in order to complete research in successful manner. Research approach is of
two types that is inductive and deductive. Inductive is the one which is based on
formulation of aims and objectives and complete the research on basis of them only. On
the other side, deductive is the one which involves framing of hypothesis and to test
them. For completing present study scholars has used inductive approach. This is used as
it assists in first framing aim relating to consumer attraction strategies and then
completing the study. This is crucial because of the reason that aim and objective will
provide a clear path for attaining these and make the study successful.
 Research philosophy- philosophy is being defined as the beliefs and values which are
underlying the selection of any research method for completion of study. Interpretivism
and positivism are two types of philosophy which are used in completing research in
successful manner. Interpretivism is the one which assist in interpreting elements of study
whereas positivism is the one which is based on factual information. for the successful
completion of research over strategies of attracting consumer interpretivism will be used.
This is particularly because of the reason that this involves integrating human interest
within study and is more suitable with qualitative research (Ørngreen and Levinsen,
2017).
 Data collection- for research to be successful the most essential thing is the use of correct
and reliable data. This is pertaining to the fact that is data collected is not good and

reliable then whole research will be affected. For collecting data there are two source that
is primary and secondary. Primary is the one where data is being collected directly from
source and is used for first time. In contrast to this secondary is the one which involves
collecting data from already published sources like articles, journals and others
(Zangirolami-Raimundo, Echeimberg and Leone, 2018). In order to conduct the study in
successful manner combination of primary and secondary data was used. For collecting
primary data questionnaire was used and for secondary sources use of articles, journals,
books and other published source was used.
 Data analysis- It is most essential aspect in the success of research as if data will not be
analysed in proper manner then it will affect completion of study. For analysing data
relating to strategies for attracting consumer is the use of thematic analysis. Under this
the use of the themes made from the objectives will be made and it will be analysed in
effective and efficient manner will be undertaken. Hence, this makes the analysis of data
more presentable and attractive. In addition to this interpretation of collected data also
assist the reader in easily understand what collected data is providing information relating
to.
 Ethical consideration- for any research to be successful the most essential thing is that it
must be prepared by keeping in mind all ethical considerations. First and foremost,
ethical consideration for this is to make sure that the get signed ethical approval form by
respondent. This is to ensure that all the personal information being us
led by researcher is being collected after permission of respondent only. Along with this
another consideration is to make use of data which is not older than 2016. This is
particularly because of the reason that if data will be too old then there is possibility that
it is not reliable and valid in current context.
 Research limitation- with benefits there are always some of the limitation attached to all
the things and concept. Limitation pertaining to the current research is the limited
availability of resources (Attia and Edge, 2017). This was a limitation as the resources
attached with research was less but then also researcher managed to complete the
research in successful manner. Along with this time provided was also limited but
researcher tried to complete the study on time.

CHAPTER 4- FINDINGS AND ANALYSIS
With the above discussion and review of the different types of the literature it is clear that
the current pandemic has affected the working of the hospitality industry to a great extent. The
reason underlying this fact is that when the companies within the hospitality industry will make
sure that the company will undertake the use of different strategies to motivate and attract the
new consumer then this will improve the working of the company to a great extent.
Theme 1- Understanding the impact of COVID 19 over hospitality industry
With the evaluation of the different types of the secondary sources it was highlighted that
the current pandemic has resulted in high negative impact over the hospitality industry. The
major reason underlying this fact is that the current pandemic has affected the overall working of
the whole world to a great extent. This is pertaining to the fact that when the pandemic hit the
country the overall working of the business was affected in great and effective manner. Hence,
the impact of COVID 19 was negative over the hospitality industry to a great extent. With the
evaluation of the secondary sources it was stated that the major impact of the current pandemic is
decrease in the sales of hospitality business. This is pertaining to the fact that the current
pandemic has resulted in the decrease in the sales of the company. The reason for this is that due
to the pandemic there was an economic lockdown all over the worldwide.
In addition to this with the evaluation of the Pillai and et.al., (2021) it was examined that
the impact of the COVID 19 is the decrease in number of employees to a large extent. This is
pertaining to the fact that due to the lockdown all the businesses were shut within the hospitality
industry. The reason underlying this fact is that when the working of the company is not
effective than this will be affecting employees and they will not come to work. In addition to this
due to economic shutdown the businesses were shut and because of this there was no
employment within the economy. Hence this resulted in the decrease in employment within the
hospitality industry organisations and this affected the hospitality industry within the negative
manner. This is particularly because of the reason that due to pandemic the sales of the company
have reduced to a great extent and this decreased the profitability of hotels.
On the other hand, Bonfanti, Vigolo and Yfantidou (2021), evaluated the fact that there
was a decrease in the number of consumer and this is also the major part of the current
pandemic. The reason pertaining to this fact that because of the pandemic the people has develop
the fear of getting infected and because of this they are not going anywhere. Because of this the

sales of the company have also reduced and the hospitality industry has been imported to a great
extent. Along with this the consumers are not having any interest in going to any of the
hospitality business like hotel resorts restaurant and others. In addition to this with the help of the
secondary sources it was outlined that this pandemic has also resulted in the decrease of the
sales. This is pertaining to the part that due to the current covid-19 the sins of the companies
within the hospitality sector a has reduced to a great extent. The Reason underlying this fact is
that due to the pandemic consumer have the fear that they will go to the hotels and restaurants in
the will get infected with the virus. Hence as a result of this t-series of the hospitality business
has reduced to a great extent.
Further from the analysis of the secondary sources it was analysed that the impact of the
pandemic over the hospitality industry is negative. The reason for this part is that the cells of the
companies in hospitality industry decreased and because of this was a negative impact over the
business of companies. This in turn resulted in the fact that the competition of the company also
reduced. The reason underlying this fact is that when already the business within the hospitality
sector has reduced and this resulted in the decrease in competition with hospitality sector. All the
companies within the hospitality sector trying to attract the consumers in order to increase the
business and to on profit.
Theme 2- Evaluation of different strategies helpful to Hilton in attracting the consumers
In order to improve the performance of the hospitality industry the most essential aspect
is to attract the consumers. The consumers are king of the market and this is pertaining to the
part that consumers will not be happy with the company then the profitability of the company
cannot be good. Hence it is very important for the businesses within the hospitality sector to
attract and retain the consumers for increasing the operational efficiency of the hotels and
restaurants. in order to attract the consumers are the most effective and helpful strategy for
Hilton and other hotels is to effectively market the services provided by the hotel. Along with
this when the hotels will include the steps undertaken in order to manage the safety measures as
per the government regulation relating to covid-19 then this will attract more of the consumers.
When the companies under the hospitality industry will include all the safety measures like
proper sanitization social distancing and other regulations have been provided by the government
of the countries and this will attract consumers to a great extent. The reason and the line is factor

start event safety will be provided to the consumers then this will motivate a consumer to go to
the hotels and restaurant and have a leisure time with their family and friends.
In addition to this for attracting the consumers after the pending make it is very important
to ask for the reviews and suggestions from the customer. This is pertaining to the fact that when
the hotel will frequently take feedback from the consumers then this will motivate the consumer
to come to the place. In addition to this when the hotel will take suggestions from the consumer
then this will build a good match of the hotel in front of the consumer's. The reason underlying
this fact is that if the hotel will take care reviews and suggestions of the consumer and implement
it within the organisation and operations of hotel then this will motivate consume work. The
reason underlying this factor is that consumer provides more innovative and creative suggestions
in order to improve the working efficiency of the metal and the product and services provided by
the hotel.
Moreover, from the analysis of the Bonfanti, Vigolo and Yfantidou (2021) it was
evaluated compliance with all the rules and regulations provided under the covid protection is
very essential. The reason for this part is that when the hotel and its environment will be
complying with all the legislations then this will motivate the consumer to come to the hotel. In
addition to this when the consumers will see that the hotel is adhering with you rules and
regulations like proper sanitization facilities of social distancing and other related requirements
then this will motivate consumer in order to come to take place and enjoy.
In addition to this the hotel must also evaluate and enhance their online review strategies.
The reason underlying this fact is that when the company of hotel will be review in their online
strategies then this will attract more of the consumers. This is particularly because of the reason
that are currently the online operations are increasing to a great extent and at the hotel will not be
active online then this will affect the profitability and efficiency of the hotel. For attracting more
of the consumer it is very essential for Hilton that thing try to improve their online reviews and
critiques by higher people. Along with these positive reviews from past consumers and their
experience and also track more of the consumer's post and this will increase the working and
marketing of the consumer.
Theme 3- Different challenges which might be faced by Hilton in implementing strategies
and attracting consumers.

After this recovery of the consumer attraction was very hard and tough. As a result of this
for attracting the consumer there were many strategies being used in order to attract and provide
good facility to the consumers. in contrast to this with help of the valuation of secondary sources
it was reflected that there are many challenges which restrict the hotel in attracting the
consumers towards the hotel. The first and foremost challenge is thing fear of the people. This
was the outcome of this hotel have some issues and problems in attracting the consumers to
come to the place frequently. in addition to there are many other different challenges as well
which restrict the consumer to come to the place and enjoy. In addition to this another major
challenge affecting the implementation of strategies for drafting the consumer is the dependents
over the online marketing Paul stop that emphasizes more online marketing then it is not
necessary that every person understand. The reason underline this fact is that there are many
people who do not have access to internet and other marketing through digital and social media
marketing. Hence this will not attract much of the consumers and the sales and profitability of
the hotels will reduce.
Along with other major challenges being witnessed was increase in the competition. This
is pertaining into the fact that in the economy there are many different competitors who are
working in the hospitality sector. Due to the high competition there are many businesses working
within the same industry. Thus, this will restrict the people and attraction to the consumer will
become less and effective. Moreover, another major challenge affecting the implementation of
strategies for attracting consumer is that there are frequent changes within the need and
preferences of the consumer. Hence as a result of this these strategies of the hotel are not
applicable to the consumer's. The reason underlying this fact is that the company makes a
strategy in accordance to the need of the consumer and within a second the need of the consumer
changes and they are not being motivated to with help of that strategy. Along with this the
changes within the needs and preferences of the consumer also affects the strategies of the hotel
to a great extent.
CHAPTER 5- CONCLUSION AND RECOMMEN DATION
5.1 Conclusion
The above report summarised that hospitality sector is the most affected industry due to
COVID 19. This was majorly due to the reason that due to pandemic drastic impact was created

over hotels and related business only. By referring to the current pandemic situation the hotel is
the one business which is affected the most. This is pertaining to the reason that due to COVID
19 lockdown was implemented and people were not allowed to travel to other countries. As a
result of this hospitality industry witnessed heavy losses. In order to revive the hotel and related
business the present research was conducted to analyse different strategies for attracting
consumers. The research was conducted on consumer attracting strategies such that it will assist
hotel in finding out ways in which consumer can be stimulated to come at hotel.
The above study concluded that for undertaking research the most essential aspect is
framing of aim and objectives. The reason underneath this fact is that aim and objective provides
a direction to researcher in which they have to conduct the study. Also, the success of the
research also depends on the fact that whether the objectives of study have been fulfilled or not.
If these are fulfilled, then it is said that research was successful and otherwise not. Further with
help of LR section it was concluded that overall pandemic created a negative impact over the
hospitality sector. Further it was outlined that there are different strategies which are assistive in
managing and encouraging consumer to come. These involves strategies like giving discount, use
of effective social media marketing, adhering to all guidelines in respect of COVID safety.
Moreover, with help of section relating to research method it was witnessed that use of
qualitative research was helpful in attaining objective in much better manner. The reason
pertaining to this fact is that qualitative study assisted in gathering and enhancing theoretical
knowledge relating to strategies available for attracting consumers.
Along with this from finding it was seen that overall there was a negative impact of
pandemic over the sales of hospitality industry. This was due to the fact that because of
economic shutdown may of the business faced problem and some were even shut. Further it was
evident that most common strategy accepted by majority was providing discount and use of sales
promotion technique. Along with this another strategy was complying with latest safety
measures provided by government in order to control effects of pandemic. In the end it was
concluded that there are some of the challenges which are faced at time of attracting consumers.
Majority agreed that fear of consumer and their resistance to go out is the challenge which
restrict hotel in attracting consumers.

5.2 Recommendation
With assistance of above whole study it is clear that for reviving hotel and their
operations post pandemic it is essential to make use of strategies which attract consumers. For
this some of the recommendation for Hilton hotel in improving consumer retention are as
follows-
It is advisable to Hilton to keep a continuous monitoring on the changes which are
taking place in need and preferences of consumers. This is pertaining to the fact that when hotel
will know what currently is going on within market then they can involve it in current strategies
of company.
Along with this it is recommended to Hilton to implement effective referral scheme.
This is also a good option for the company to increase number of consumers. This is a strategy in
which consumer referring the place to another will get a referral discount. This will motivate
consumer to refer the place to other people and stimulate them to go to Hilton. As a result of this
a discount will be provided to consumer who is referring to other.
In addition to this providing training to staff and other employees is also a
recommended strategy for Hilton to stimulate and attract consumers. Under this strategy Hilton
will provide training to their staff and this will make sure that they comply with all the safety
measures relating to COVID. This will build the trust and confidence of consumer that staff of
hotel is well versed with COVID 19 safety guidelines.
Moreover, it is also suggested to Hilton that it must get rate itself on basis of various
characteristic like safety, hygiene factor, quality of food and many others. This rating will
stimulate and encourage consumer to visit hotel and have what they desire.
In addition to another recommended strategy to Hilton is to comply with other laws and
legislations as well. This involves rules like health and safety act, employment act, food safety
and control and other related acts. This compliance will ensure that all the food and services
provided by Hilton are in accordance with latest laws and regulations.

REFERENCES
Books and Journals
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Online
How to Maintain Consumer Relationship During COVID-19. 2020 [Online]. Available through:
<https://www.hospitalitynet.org/opinion/4098564.html>
Post-Pandemic: Will Loyalty Programs Experience a Renaissance?. 2020. [Online]. Available
Through: <https://hospitalitytech.com/post-pandemic-will-loyalty-programs-experience-
renaissance>