Strategies for Attracting Consumers after COVID-19

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.