Identifying Challenges Faced by UK Hospitality Industry during COVID-19 and its Impact on Business Performance: A Study on Premier Inn

This research proposal focuses on identifying the challenges faced by UK hospitality industry during COVID-19 and its impact on Premier Inn's business performance. The proposal includes research aim, objectives, questions, literature review, research methods, and proposal summary.

Research Proposal
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Contents
Proposal Introduction.......................................................................................................................3
PROPOSED AIM & OBJECTIVES...............................................................................................3
INTRODUCTION...........................................................................................................................4
Rationale of research...................................................................................................................4
LITERATURE REVIEW................................................................................................................4
To identify the challenges faced by UK hospitality industry during the period of COVID-19.. 4
To determine the impact of COVID-19 on business performance of Premier Inn......................5
To examine the ways used by Premier Inn for overcoming the impact of Covid 19 on their
business performance...................................................................................................................6
To evaluate the benefits that gained by Premier Inn by overcoming the impact of COVID-19
over their business performance..................................................................................................7
RESEARCH METHODS................................................................................................................7
PROPOSAL SUMMARY...............................................................................................................8
REFERENCES..............................................................................................................................10
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Research topic: To identify the issues faced by UK hospitality industry during the period of
COVID-19 and its impact on their business performance.
Proposal Introduction
Within UK, the hospitality industry is known to be the growing sector across the world
wherein various practices and roles are being performed for rendering the facilities to guests..
The current study represents the issues faced by UK hospitality industry during the period of
COVID-19 and its impact on their business performance (Alonso and et al., 2020). The topics
which are going to be discussed in this study are research aim, objectives, questions and
literature review. Apart from this, research methodology and proposal summary are also
discussed in this study.
PROPOSED AIM & OBJECTIVES
Research aim:
To identify the issues faced by UK hospitality industry during the period of COVID-19
and its impact on their business performance: A study on Premier Inn
Research objective:
 To identify the challenges faced by UK hospitality industry during the period of COVID-
19
 To determine the impact of COVID-19 on business performance of Premier Inn
 To examine the ways used by Premier Inn for overcoming the impact of COVID-19 on
their business performance
 To evaluate the benefits that gained by Premier Inn by overcoming the impact of
COVID-19 over their business performance
Research Questions:
 What are the major challenges that UK hospitality industry has faced during the period of
COVID-19?
 How COVID-19 has impacted on business performance of Premier Inn?
 What are the effective ways used by Premier Inn for reducing the impact of COVID-19
on their business performance?
 What are the advantages that gained by Premier Inn by reducing the impact of COVID-19
over their business performance?
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INTRODUCTION
Hospitality sector is the wide classification of areas into service industry which incorporates
food & drinks, theme parks, lodging, travel & tourism and event planning. The key objective of
hospitality industry is to render consumers worth enjoyable experiences. The COVID-19
pandemic situation disrupted all industry across the world mainly the hospitality sector.
Moreover, hospitality industry in Birmingham and all over UK is the hugely impacted business
sector as the particular outbreaks forced various entities to shut down its business operations
(Anguera-Torrell, Aznar-Alarcón and Vives-Perez, 2021). Additionally, this has been observed
that hospitality industry of United Kingdom and mainly of Birmingham has faced several issues
and difficulties because of pandemic situation wherein firms analysed essential reduction into its
revenues, profits and others.
Rationale of research
There are several reasons for opting the particular topic and one of the main causes is the
personal interest of researcher. Additionally, researcher is interested to identify the issues faced
by UK hospitality industry during the period of COVID-19 and its impact on their business
performance. Moreover, the recent investigation is forming positive perceptions in investigators
minds as understandings related to issues of COVID-19 in hospitality sector. In order to conduct
the study effectually, there are various competencies which are needed so by performing specific
study, researcher would obtain for maximizing several skills such as decision taking,
communication skills and many more. In addition to this, researcher will be executed in entity
firms so this might be beneficial for investigator to maximize their acknowledgement in respect
COVID-19 impact on hospitality industry (Awan, Shamim and Ahn, 2020).
LITERATURE REVIEW
To identify the challenges faced by UK hospitality industry during the period of COVID-19.
As per the view points of Giousmpasoglo (2021), The various challenges faced by UK
Hospitality industry during the period of COVID-19 are as follows:
Issues of personnel shortage: The key challenges faced by Birmingham and UK
hospitality industry is lack of employees. Moreover, this have been observed that COVID-19 is
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tend to be higher infections as well as deadly diseases so firms have to face the problem off
shortage of staff within hospitality sector. This involves as well as comprises of physical contacts
with individuals as daily basis. In addition to this, it has been also observed that huge number of
people is infected and develops a sense of threats of getting infectious and loose its life as
personnel that further increased the challenges of staff shortage. So, various hospitality entities
like Premier Inn which is situated in Birmingham and other UK areas also tends to face the
challenges of personnel shortage at the time of COVID-19 which impacts their business
performance (Filimonau, 2021).
Minimisation in sales revenue and productivity: The COVID -19 spreads has developed a
challenge of lack of encouragements into staff and clients. Moreover, the crucial challenge
reacted to set up a clear directions and communication with staff that are faced by Hospitality
industry in Birmingham and UK areas. Also, because of COVID-19 pandemic situation which
leads towards lockdown and social distancing policies that develops the challenges of
demotivation in staff. Rather than this, the highest degree of confusion into team members as
well as management is also faced due to ineffective communication and lack of physical creation
that is an essential challenge faced by hospitality industry during COVID-19 pandemic situation.
So, all these outcome in minimisation of productivity and revenue within respective industry into
Birmingham and other areas of UK.
To determine the impact of COVID-19 on business performance of Premier Inn.
As per the view points of Foroudi (2021), The COVID-19 has impact the business
performance of Premier Inn in both positive and negative way. In respect of positive impact,
COVID-19 has enhanced the hospitality sector as because of pandemic situation the respective
firm have to develop much effectual approach, adapt effective new strategies as well execute
innovations. Additionally, this has been determined that due to adaption of digital technologies
within respective sector there is anticipated development which are being observed into previous
year (Foroudi, Tabaghdehi and Marvi, 2021). Furthermore, this has been seen that the particular
pandemic have critical temporary impacted various firms within UK hospitality sector so for it
Premier Inn required to opt advanced technology based upon the emerging trends for performing
its roles & accountabilities and accomplish goals. Along with this, it has adverse consequences
upon Premier Inn business performance. Furthermore, it has been identified that this industry
subsectors measures significant decrease in their turnover due to restrictions. In addition to this,
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it has been identified that consumer spending has also fallen lockdown restrictions which
affected their ability to buy services and facilities that impacted sales ratio of hospitality subjects.
Furthermore it has been underlined that the hospitality sector has been among the particular hard-
hit by the outbreak of this pandemic. It has been identified that due to this pandemic business
organization in this sector faced challenges to manage people those who are important resource
for any business organization (Giousmpasoglou, Marinakou and Zopiatis, 2021). In addition to
this, it has been determined that respective sectors evaluate vita reduction into its turnover
because of various limitation. Also, this has been represented that Hospitality industry of UK and
Birmingham has been hit hard through COIVD-19 pandemic situations. Additionally, this has
been analysed that respective organisation within hospitality sector has been negatively
impacted wherein they goes through some challenges in context of low level turnover,
minimisation into sales, issues in maintaining staff, performing remote working and many others.
To examine the ways used by Premier Inn for overcoming the impact of Covid 19 on their
business performance
As per the view points of Marvi (2021), COVID-19 has impacted all hospitality entities
business performance such as Premier Inn which is situated in Birmingham and other areas of
UK. Likewise, the ways utilized by Premier Inn for overcoming from the effect of COVID-19 on
their business performance are described below:
With the assistance of voice assistance, for example, Alexa and the Amazon Echo so
various firms within hospitality industry of Birmingham and other areas of UK can able to grab
the attention of their guests and also renders them facilities along with safety & security.
Therefore, by aids of particular advanced technology Premier Inn may accumulate as well as
evaluates vital kinds of information. This has been determined that artificial intelligence assistant
facilitates competitive edge by that entities may effectually perform its business roles &
accountabilities into cost efficient way (González-Torres, Rodríguez-Sánchez and Pelechano-
Barahona, 2021).
Machine learning and AI system is undertaken as one of the best and effective trend
alongside this with the assistance of exploiting innovation like AI search and booking data set
firms in Birmingham and other areas of UK can productively permit customers to look for and
book rooms in lodgings.
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Mobile application integration, this is undertaken as one of the essential ways for
hospitality firms to enhance their business performance. Moreover, for rendering the customer
services with huge ease entity may focus on mobile application integration as it would aids them
facilitates opportunities to their guests for using its apps to pre check in, check out, communicate
with workers, control room features, unlock the rooms and others.
To evaluate the benefits that gained by Premier Inn by overcoming the impact of COVID-19
over their business performance
As per the view points of Yang (2021), Because of the pandemic situation Premier Inn in
Birmingham and other areas of UK have to foster more productive ways and methods in order to
overcome and deal with the challenges such as adoption of new technologies and systems. As,
Corona virus has impacted every single hospitality firm into area of United Kingdom. It is
fundamental for organizations in this area to carry out ways and measures to conquer the adverse
consequence and the difficulties that they have been looked to lead their business jobs and
obligations and offer types of assistance and offices to clients to remain cutthroat around here
area. So, the various benefits gained by Premier Inn by reducing the challenges and impact upon
its business performance & develops the deals for organisational profitability (Mehta, Kumar and
Ramkumar, 2021).
RESEARCH METHODS
 Research philosophy: One of the significant aspects of exploration procedure that help
researcher to gather, accumulate and involve information in a compelling way. Alongside
this, research reasoning is of two kinds like positivism and interpretivism. According to
the subject of examination, positivism as a way of thinking is successful as it helps to
gather numeric information which depends on respective topic.
 Research approach: It is characterized as approach which is separated into two
structures that is deductive and inductive. In respect of current investigation, deductive
approach will be selected. The key reason to adopt it aids investigator to select
quantitative information in lesser time period and cost also (Sobaih and et al., 2021).
 Research choice: This is undertaken as procedures to utilise, gather and accumulate
information through manner of two such as quantitative and qualitative. For current
researcher, quantitative study choices would be utilised as this would aids investigator in
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order accumulate statistical information that depends upon figures and facts. Also, this
aids researcher for developing relevant results effectively and timely.
 Data collection: It is the method of gathering information through primary as well as
secondary methods. In regards of recent study, primary data collection method would be
utilised ass this assists investigators to collect data directly from different sources and
accumulate quantitative information also. Additionally, questionnaire would be formed
for gathering primary data into efficacious way.
 Sampling: The procedures that is followed to opt sample size from overall population is
undertaken as sampling. It is essentially of two structures that is Probability and non-
probability. In context of particular investigation, random sampling is adopted which a
form of probability is sampling. The 40 representatives of particular firm are chosen that
assistance in giving more legitimate and suitable data.
 Research instrument: It is the procedures taken on to gather information based on theme
and is of various structures that are questionnaires, interview, observations and some
more. With respects of current investigation, survey would be chosen as well as the key
reason to opt the particular strategy is to obtain the deep understandings related to
selected topics. Also, this aids in understandings to acknowledge the perception of
several participants upon chosen topic because of that investigator forms valid
conclusions.
 Data analysis: This is regarded as the procedures which would be followed through
investigators to evaluate the gathered information. In respect of present study, frequency
distribution is effective as this aid in determining and evaluating the primary and
quantitative information. Additionally, this also assists to interpret as well as represents
the data in kinds of graphs, charts etc.
PROPOSAL SUMMARY
As per the above, it has been summarised that the COVID-19 pandemic situation has been
hugely impacted the hospitality industry of Birmingham and other areas of UK. Moreover,
respective sector have to faced various challenges such as lack of workforce, minimisation in
revenue & productivity and so on. In addition to this, pandemic situation has impact the business
performance of hospitality entities in both positive and negative way. Additionally, this has been
also summarised that organisation within hospitality sector has been negatively impacted
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wherein they have faces different issues in context of low level turnover, minimisation into sales,
issues in maintaining staff, performing remote working and many others. In positive way, they
have moving towards advance technologies (Yang and Han, 2021). Additionally, due to the
outbreak of pandemic organisations in hospitality industry of United Kingdom faces challenges
to conduct their business operations as they were lacking in capital and ability of adopt new
generation technology which affected their budget. This pandemic make post many organizations
to adopt advanced digital technology in with their required to invest a lot of capital to buy
technology or resources. Along with this, pandemic affected hospitality industry in United
Kingdom to contact and develop stronger ties with their contractors and suppliers and provide
wages to employees. It has been summarised that the COVID-19 pandemic has heightened as
well as highlighting differences among economy and society in which the hospitality sector of
United Kingdom is no exception.
Furthermore, it has been summarised that research methodology plays crucial role within
dissertation that assists researcher in determining the data for investigation as well as ensures
relevant and reliable outcomes to effectively accomplish the research objectives. By assistance of
different research methodology techniques, investigator ensures valid results. For effectively
performing the particular study research would implement the research onion model that assists
in systematic way that represent the process of study. The various tools and approach which are
consider for conducting this investigation are positivism philosophy, deductive approach,
quantitative methods and others.
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REFERENCES
Books and Journal
Alonso, A.D. and et al., 2020. COVID-19, aftermath, impacts, and hospitality firms: An
international perspective. International journal of hospitality management, 91, p.102654.
Anguera-Torrell, O., Aznar-Alarcón, J.P. and Vives-Perez, J., 2021. COVID-19: Hotel industry
response to the pandemic evolution and to the public sector economic measures. Tourism
Recreation Research, 46(2), pp.148-157.
Awan, M.I., Shamim, A. and Ahn, J., 2020. Implementing ‘cleanliness is half of faith’in re-
designing tourists, experiences and salvaging the hotel industry in Malaysia during
COVID-19 pandemic. Journal of Islamic Marketing.
Filimonau, V., 2021. The prospects of waste management in the hospitality sector post COVID-
19. Resources, Conservation and Recycling, 168, p.105272.
Foroudi, P., Tabaghdehi, S.A.H. and Marvi, R., 2021. The gloom of the COVID-19 shock in the
hospitality industry: A study of consumer risk perception and adaptive belief in the dark
cloud of a pandemic. International Journal of Hospitality Management, 92, p.102717.
Giousmpasoglou, C., Marinakou, E. and Zopiatis, A., 2021. Hospitality managers in turbulent
times: the COVID-19 crisis. International Journal of Contemporary Hospitality
Management.
González-Torres, T., Rodríguez-Sánchez, J.L. and Pelechano-Barahona, E., 2021. Managing
relationships in the Tourism Supply Chain to overcome epidemic outbreaks: The case of
COVID-19 and the hospitality industry in Spain. International journal of hospitality
management, 92, p.102733.
Mehta, M.P., Kumar, G. and Ramkumar, M., 2021. Customer expectations in the hotel industry
during the COVID-19 pandemic: a global perspective using sentiment analysis. Tourism
Recreation Research, pp.1-18.
Sobaih, A.E.E., and et al., 2021. Responses to COVID-19: The role of performance in the
relationship between small hospitality enterprises’ resilience and sustainable tourism
development. International Journal of Hospitality Management, 94, p.102824.
Yang, M. and Han, C., 2021. Revealing industry challenge and business response to Covid-19: a
text mining approach. International Journal of Contemporary Hospitality Management.
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