Business Research Project: COVID-19 Impact on the Hilton Hotel Chain

This business research project investigates the impact of COVID-19 on the hotel sector, with a specific focus on Hilton Hotels. The report begins with an overview of the topic, background of the company, rationale for the research, aims, and objectives. It then poses research questions and reviews relevant literature on the challenges faced by the hotel sector during the pandemic, including restrictions on travel, health and safety protocols, and changing customer behaviors. The research methodology is presented, followed by an analysis of findings, interpretation, and discussion of the impact of these challenges on Hilton's growth. The report explores ways to overcome these challenges, including the adoption of technology and cloud solutions. Finally, it concludes with recommendations for the Hilton Hotel chain. The report covers various aspects, including the impact on revenue, customer behavior, and staff management, offering insights into the industry's response to the pandemic.

Business research project

Table of Contents
Contents
INTRODUCTION...........................................................................................................................1
Overview of topic........................................................................................................................1
Background of company.............................................................................................................1
Rationale.....................................................................................................................................1
Research Aims and objective......................................................................................................2
Research questions......................................................................................................................2
Literature review..............................................................................................................................2
Literature Review.............................................................................................................................2
Research methodology.....................................................................................................................5
Findings and discussion...................................................................................................................9
Analysis of research finding.......................................................................................................9
Interpretation of findings..........................................................................................................10
Discussion.................................................................................................................................16
Conclusion and Recommendation.................................................................................................17
REFERENCES..............................................................................................................................20

INTRODUCTION
Overview of topic
The growth of hotel sector is affected largely due to impact of COVID 19 and within this a
large amount of tourism get segmented under the recovery of pandemic. As per consideration of
coronavirus it is required that health and safety measure are taken as prior as it is major key to
attain hygiene and sanitation control within hotel. In this business has provide suitable physical
evidence as per concern of safety precautions which is also be used to erect security related fear.
The outbreak of COVID changes the living standard of all the people across world as it has
direct impact over economic and measurable growth of business (Anguera-Torrell, Aznar-
Alarcón and Vives-Perez, 2020). In this hotel faces significant decline in demand and purchasing
capability of customers as it collectively resulted into economic crisis. It induces devastating
outbreak as it persuades direct impact over economy generation of all the businesses. It drives
more challenges for the hotel industry as visitation patterns and their efforts both get changed
and restricted the usage of accommodation services. In this it is required to analyse different
aspects through which adequate level of alteration is processed within business working
standards as with this possibility to advance its working is affected on direct basis.
Background of company
Hilton Hotel and Resorts;known in the world by its former name Hilton Hotels is the
multinational hotel chain with a rich history of 101 years. It was founded by Conrad Hilton on
31May 1919 in Cisco, Texas, U.S. In 2019 the brand chains had a total of 584 hotels in 91
countries. In 2020, its was named as the number one on the fortune list of of Top Hundred
companies to work for in the year by the Fortune magazine. As of 2018 the company registered a
total revenue of over 6.28 billion Pounds.
Rationale
The reason behind the conduction of this research is to acknowledge the impact that is
induced within hotels sector due to COVID 19. As during these condition working attribute and
its style both get changes through which it is not easy for the business to perform its ongoing
changes and modifications within timely constrained (Le and Phi, 2021). In this working culture
and tendency to attain standardised goals and objectives both get changes within which business
has to maintain prior safety and precautions. Hotel sector offer suitable accommodation and
1

other ravish services to its customers and due to pandemic there are certain restrictions through
which working consequences get changes on regular basis.
Research Aims and objective
Research Aim: To identify the major impact of COVID 19 over the growth of hotel sector.
A study on Hilton hotel
Research Objectives:
 To determine the challenges faced by hotel sector during Covid 19.
 To identify the impact of those challenges on growth of Hilton within hotel sector.
 To examine the ways for overcoming challenges associated with Covid 19.
Research questions
 What are the challenges faced by hotel sector during Covid 19?
 What is the impact of those challenges on growth of Hilton within hotel sector?
 What are the ways for overcoming challenges associated with Covid 19?
Literature Review
Challenges faced by hotel sector during Covid-19
As per the view point of Kaushal and Srivastava, 2021 corona virus affected each and every
business sector around the world. It has been identified that the highly infected novel corona
virus raised question about the present and future survival of number of sectors. According to the
analysis it has been identified that hospitality industry is one of the largest affected business
sectors due to the outbreak of corona virus. There are number of organisations in this industry
those who are thriving to conduct their daily basis operations. Furthermore, it has been evaluated
that due to the lockdown and restriction imposed by government of many countries, the travel at
national and international level is restricted. These travel bans were imposed in order to break the
chain of the spread of this virus. This effectively challenges the growth and sustainability of
organisation in hospitality industrial sector. Hotels in hospitality industry also get affected due to
the outbreak of this virus that makes companies within this sector to face number of challenges,
in order to conduct their hospitality operation which leads them towards facing crisis and severe
losses. It has been identified that hospitality industry has major contribution in country economic
growth and GDP (Samson, 2020). Along with is this industry provide employment to number of
individuals. Thus, due to the challenges that have been faced by hotels within hospitality
2

industrial sector there is significant impact upon the income level of individuals along with the
employment rate. It also affected country economic growth. In addition to this it has been
underlined that in order to conduct their business operations during strict lockdown environment
hotels are required to effectively implement all the guidelines and healthcare policies within their
premises in order to provide safe and secure environment (Jiang and Wen, 2020). This is the
major challenge in which company is required to keep themselves up to date with the new
guidelines that has been enforced by government for hotels. In addition to this measures such as,
hand sanitizer at entry, implementing social distancing, wearing mask and gloves, limited
number of customers, frequently cleaning of high touch surfaces, employee training of Health
and safety protocols are some of the factors that acts as a challenge for hotels, as in this hotel
management are required to implement number of operational strategies in order to effectively
enforce all these practices in effective manner. Negligence of this may lead them to close their
business services for certain period of time that can affect their economy. Furthermore,
challenges in terms of evaluating customer attitudes and behaviour during covid-19 and after
lockdown also play the challenging roles for hotels (Sarbunan, 2020). In this hotel is required to
increase safety precautions standards in order to satisfy customers, as after lockdown customer
expectation increased in order to have more safe and clean environment. Thus, in order to
accomplish this hotels faced challenges to add safety measures and continuously keep them up to
date with the government standards and safety and precaution methods as per according to the
customers behaviour and attitude. This plays challenging role for hotels, as in this they are also
required to provide training of health and safety protocol to their employees in order to satisfy
customers adequately. This has been identified after lockdown there will be stiff competition
between organisations in hospitality industry dealing in hotels in order to attract more number of
customers (Jones and Comfort, 2020). It is a major challenge in which hotel is required to
undertake use of different type of technologies in hospitality service delivery, as to attract
number of customers companies are required to take advantage of robot technologies, artificial
intelligence in service delivery during this period. It enhances customer satisfaction in terms of
public safety (Japutra and Situmorang, 2021). With the help of this hotels can provide the
services in effective manner that will not only satisfy customers but also allow hotels to perform
their operations by abiding all the safety guidelines enforced by government. Along with this,
hotels are required to have proper knowledge of technologies and further make their employees
3

aware about the use of these technologies. This is the major challenge in which hotels are
required to invest more time, efforts and funds in order to overcome the devastating effects of
covid-19 on their operations and profitability index.
Impact of those challenges on growth of Hilton within hotel sector
According to the viewpoint of Hertwig and Lusby, 2021 coronavirus made hotels within
hospitality industry to face number of challenges. These are in terms of bankruptcy, decline in
number of customers, decrease in investments in order to manage cost structures and more.
These challenges lead hotels to use more technology, self service machine, intelligent
housekeeping equipments in order to conduct future operations in effective manner. The
challenges that have been faced by Hilton Hotel which is performing its operations in hotel
sector have significant impact upon the growth of business operations. It has been identified that
Hilton Hotel faced decrease in its profitability alone with decrease in number of customers.
Furthermore, it has been evaluated that Hilton Hotel also faced negative impact in order to
manage payment to suppliers as the challenges that has been faced by Hotel during covid-19
affected organisation capital reserve structure (He and Harris, 2020). Furthermore, according to
the analysis it has been determined that due to the challenges Hilton Hotel growth is affected in
terms of managing their revenue system. In future Hilton Hotel is required to emphasize upon
technology in order to have self service machine and intelligent housekeeping equipments. In
addition to this it has been underlined that Hilton Hotel growth is also get affected in terms of
manage budget of staff expenses, for this hotel cut expenses of staff in order to conduct their
business operations in effective manner. Hotel also decreases their investment in order to manage
cost as to adequately fulfil future expectations of customers. Hilton Hotel is required to
emphasize upon more health and hygiene aspects in order to serve customers. Due to the
challenges Hilton Hotel owners are required to develop a robust customer connection ecosystem
in order to attract large number of customers towards their services. Hotel is also required to act
in a responsible manner as to gain confidence of customers (Wang, W and Zhang, 2020). The
challenges during covid-19 affected Hilton Hotel growth in which they are require to have more
experienced, multi skilled and loyal employees those who can contribute in future objective of
hotel in order to revive from the losses that has been experienced by them during covid-19.
Furthermore it has been underlined that the challenges have negative impact on the growth of
Hilton hotel in terms of attracting customers with the help of low priced accommodation
4

services, as after lock town there is aggressive competition among hotels in which they are
attracting customers with the help of different attractive packages. Thus, due to the challenges
Hilton Hotel growth is affected in which they are required to conduct the services while
maintaining low priced range for their accommodation and other facilities (Ulak, 2020). Thus
according to the above mentioned analysis it has been identified that covid-19 pandemic and
strict lockdown measures created number of challenges on Hilton Hotel growth within hotel
sector. These challenges are required to be effectively overcome by this organisation in order to
maintain its leading positioning in respective sector. With the help of different strategy measures
and practices this company can overcome the negative impact of the covid-19 challenges on their
growth.
Ways for overcoming challenges associated with Covid-19
As per the view point of Vaishar and Šťastná, 2020 hotel sector within hospitality industry faced
number of challenges the challenges that affected their growth profitability number of customers
and the manner to conduct the business operations in future (Shahidi, 2020). However in order to
conduct their business operations in future in effective manner it is essential for hotels to
undertake advantage of different strategies as well as measures in order to overcome the
challenges associated with covid-19/ Strategies and measures such as emphasise upon
technology, taking advantage of self service machines and intelligent housekeeping equipments
to conduct operations in future are effective manner that allows hotels to recover fast from the
losses that they have experienced during lockdown. In addition to this in order to reduce long-
term damage from corona virus and drive faster recovery Hotel like Hilton Hotel is required to
adopt cloud technology. It helps in conducting business operations in innovative manner. Cloud
based property management System will facilitate hotels to control their operations at anytime
from anywhere. With the help of the technology they can transfer some hotel jobs to completely
remote work, for example digital marketing, business development positions, e-commerce and
more. Hotels are also required to attract customers with the help of providing them safe and
secure environment by adopting all the healthcare practices and measures imposed by
government (Niewiadomski, 2020). In addition to this with the help of focusing on providing
food services hotel is required to abide all the safety standards and are also required to stay up to
date with the benefits that have been provided by government in terms of government assistance
5

and financial support during covid-19 crisis. It has been identified that government of United
Kingdom provide different supports for the organisations and hospitality sector in terms of tax
cut, government type of payment and more. Along with this government also offer low interest
for working capital loans to businesses through which companies like Hilton Hotel can conduct
services effectively in hotel sector. Along with this hotel by providing training to employees in
terms of taking advantage of technologies and software can enhance their skills and capabilities
to treat customers according to the government standards and practices (Awan, Shamim and
Ahn, 2020). It will help hotel to enhance their service delivery effectiveness. Hotels are also
required to reconsider their existing health and safety techniques for secure and policies in order
to provide none contact services and other delivery options. This will allow company to
overcome the challenges associated with covid19 in effective manner. According to the above
mentioned analysis it has been identified tired covid-19 have affected hotels operations in the
number of ways. However these challenges can be effectively overcome with the help of
implementing significant strategies policies and measures. Along with this by taking assistance
in terms of tax cut and other benefits Hilton Hotel can conduct their services in effective manner.
It is essential for them to abide all the safety and health practices in order to make sure that
customers and employees working in safe and healthy environment. It helps them to enhance
satisfaction level of employees and customers towards the hotels in effective manner.
Research methodology
Research methodology provides a set of specific procedure and techniques which are used
by a researcher or manager to identify, select, process and analysis information and data related
with a particular topic. There are some relevant information driven about reaching outcomes
through overall conclusion of research.
Research Philosophy:
This is structure which encompasses about ways from which data related topic is
scrutinize, collected and analysed through researcher point of view. It contain two main type of
philosophy
Positivism: It is type of research philosophy which is assort by researcher who is mainly
determine on assumed and observing outcomes of research. Positivism philosophy is more
influenced to the researcher’s value and behaviour.
6

Interpretivism: It is main philosophy that is adopt by investigator that more focused to collect
the rich traits of data information effectively.
As per above research there is researcher follows Positivism philosophy for selected to
investigation as predicting to getting proper outcomes on important aspect.
Research Approach:
This is majorly depicts about plan and procedure which is used for research and involve
alternatives steps and board assumption for effective method data collection analysis and
interpretation. Research approach of two type which explained below:
Deductive: As per this approach includes to concerned for developing theories about
hypothesis that created theory to finally collecting and analysing data on the basis of hypothesis.
Inductive: This approach of research to determine about generation of new theory that
emerging within data. This is provide data with having multiple assumption to involved to be
found on specific conclusion.
For this above research there is researcher is selected Deductive approach because data is
hypothesis based and researcher is focus developing new information for primary data basis.
While, inductive research is not consider new theory that can change overall data specification.
Research method
Research method provides a systematic plan for conducting and meeting objectives of
any research. There are two main types of research method which are described below:
Qualitative research- For this method is made by researcher when in depth and detailed
knowledge about the attitude and behaviour of respondent is collected for the purpose of
research.
Quantitative research- According to this research method data is collected in form of
numeric or arithmetic form and only reflects the point of view or brief perspective of participant
and not much importance is given to in-depth knowledge.
For this research use of Quantitative research method data is made as this provide in
numerical or algebraic based information where the respondent, helpful in making proper
decision and recommendations to meet the objectives of research. Whereas, Qualitative research
method is not provide primary based data which can not support objective of research.
Sources of Data:
7

The data is represents from the origin of data is formulated where data is actually formed
that gathered. There are main sources of data as follows:
Primary Source of data: Through this data collected from this source provide the first
hand data most reliable and authentic from data where it collected on self efforts about
researcher. By using of different techniques such as interviews, surveys, polls that made to
collect data primary based source.
Secondary Source: This source is mainly provide about effective accessibility that
enhance existence collected by researcher on any other research work. Secondary data that can
be easily collected past records, documents and form of literature review.
On the basis of researcher perspective, the sources of data collection is consider both in
research report. The primary is mainly use for forming questionnaire and scrutinise information
for detailed analysation. Secondary source of data is utilised for forming literature review
information.
Sampling
It is framework in which data is been selected from the larger population size. It consist
also different type of sampling in which in this research report Simple random sampling is
enhanced for assuming the data in random basis that creates better information effective manner.
Instrument used: The overall report the data and information is scrutinize in form of
questionnaire.
Use of following questionnaire is made for current investigation to collect data from the
selected 40 participants from the employees of Hilton Hotel on the topic of impact of COVID-19
over the growth of hotel sector.
Questionnaire
Q1) Do you having any understanding about the current global pandemic of COVID-19
along with its implication on hospitality sector?
a) Yes
b) No
c) Neutral Implication
Q2) With regard to your understanding, what possible impact of COVID-19 is seen on the
growth and performance level of hotel sector?
a) Positive impact
8

b) Negative impact
c) No impact
Q3) As per your view point what are the main challenges which are faced by hotel sector
during the current pandemic of Covid-19?
a) Unprecedented disruption to operations
b) Sudden lockdown and Control on travelling
c) Taking care of employees from Corona Virus
d) Sealing of international borders
e) Reduction in productivity
Q4) Are you agreed with the fact that current pandemic of COVID-19 has hampered the
growth of Hilton Hotel within the hotel sector?
a) Strongly agreed
b) Agreed
c) Disagreed
d) Strongly disagreed
e) Neither agreed nor disagreed
Q5) What are the main challenges and issues which are faced by Hilton Hotel during the
current issues of COVID-19?
a) Hamper coordination with employees
b) Lack of motivation in employees
c) Reduction in number of clients
d) Ban on global events and traveling
e) Disturbed in supply chain
Q6) What are the possible ways that can be adopted by Hilton hotel for overcoming and
mitigating challenges associated with Covid-19?
a) Ensuring compliance with safety regulations
b) Creating contingencies for supply chains
c) Revitalising marketing strategy
d) Implicating online communication channel
Q7) Any further recommendation to mitigate issues and challenges of Covid-19 within
9

hotel sector?
Sample Size: The number of sampling base is used 40 employees from Hilton Hotel.
Ethical Consideration:
On the basis of report is ethical information is utilised by collecting information from
employees as well as other primary and secondary base data is enhance to confidential. It is been
assure that whatever the data is been collected and utilised in report that not harm any ethical
rules and regulation. All the data is having motive to gathered for research report perspective.
Findings and discussion
Analysis of research finding
Use of following frequency table has been made for systematic analysis of research
finding in a clear manner.
Q1) Do you having any understanding about the current global
pandemic of COVID-19 along with its implication on hospitality
sector?
Frequency
a) Yes 37
b) No 2
c) Neutral Implication 1
Q2) With regard to your understanding, what possible impact of
COVID-19 is seen on the growth and performance level of hotel
sector?
Frequency
a) Positive impact 2
b) Negative impact 35
c) No impact 3
Q3) As per your view point what are the main challenges which are
faced by hotel sector during the current pandemic of Covid-19?
Frequency
a) Unprecedented disruption to operations 7
b) Sudden lockdown and Control on travelling 10
c) Taking care of employees from Corona Virus 6
10