A Dissertation on Crisis Management in UK Hospitality: Whitbread Plc

This dissertation investigates crisis management within the UK hospitality sector, focusing on Whitbread Plc as a case study. The research explores the importance of crisis management, analyzes strategies employed by Whitbread Plc, and examines the role of crisis management in responding to future crises. The methodology utilizes a positivism research philosophy with a deductive approach, relying on primary data collection through qualitative methods. The literature review covers the significance of crisis management, the strategies used by Whitbread Plc, and the role of crisis management in addressing future challenges. The findings highlight the need for proactive crisis planning, the use of social media, and the importance of seeking expert advice. The dissertation emphasizes the role of crisis management in detecting early warning signs, assessing potential risks, and preparing response plans to mitigate the impact of crises. The research concludes with recommendations for enhancing crisis management practices within the hospitality sector, ensuring business resilience and preparedness for future challenges. The dissertation emphasizes the importance of a well-defined crisis management plan, effective communication strategies, and the continuous evaluation of potential risks to safeguard the organization's reputation and operational continuity.

Dissertation
The importance of managing crisis in the
hospitality sector of UK.

Contents
ABSTRACT.....................................................................................................................................1
ACKNOWLEDGEMENT...............................................................................................................2
CHAPTER 1 INTRODUCTION.....................................................................................................3
Background of the research & organisation...........................................................................3
1.2 Problem Statement............................................................................................................3
1.3 Research aims and objectives...........................................................................................3
1.4 Research Questions..........................................................................................................3
1.5 Rational of the research....................................................................................................4
CHAPTER 2: LITERATURE REVIEW.........................................................................................4
Understand the importance of crisis management in UK hospitality sector..........................4
Strategies that Whitbread Plc uses in managing crisis in their business................................5
Examine the role of crisis management in responding the future crisis in context of Whitbread
Plc...........................................................................................................................................6
CHAPTER 3 RESEARCH METHODOLOGY..............................................................................7
CHAPTER 4 ANALYIS AND FINDINGS....................................................................................9
CHAPTER 5 RECOMMENDATION...........................................................................................14
CHAPTER 6 CONCLUSION........................................................................................................14
REFLECTION...............................................................................................................................15
References:.....................................................................................................................................17
APPENDIX....................................................................................................................................19

ABSTRACT
The project is being conducted on the research basis as the major purpose of the project is to
examine the role of crisis management that how in future the hospitality sector deals with the
crisis. There is a proper understanding about the topic and also mainly focused on the strategies
to be followed in the business to overcome the challenges. The research is performed on primary
data which also will be conducted in qualitative method that will be measured numerically for
the authenticity of the project as there is first hand data collected that deals directly with the
participants with keen observation of facts.
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ACKNOWLEDGEMENT
For conducting this research project, I would like to acknowledge and give my warmest
thanks to my teacher who made this work possible for me as I got a golden opportunity to do this
wonderful project. As the research would not possible without his support. At the time of writing
this research the guidance and advice was carried me through all stages. With this I would like to
thank all my friends who helped me at the time of preparing this research as it helped me in
doing and came to know about so many new things for which I am really thankful to them.
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CHAPTER 1 INTRODUCTION
Background of the research & organisation
This research seek to looks at the crisis & crisis management within hospitality
organisations. It is a definite yes that crisis take place within every organisation. Therefore, this
research will discuss that how well the organisations prepared to handle or deal with the crisis.
background of the organisation
Whitbread plc is a multinational British hotel & its headquarter is situated within
Houghton Regis England. Respective organisation was founded by the Samuel Whitbread in
1742. This organisation is a division of the Premier Inn hotel that is biggest brand within UK.
1.2 Problem Statement
As it has been identified that when due to some reason, crisis take place within the
organisation then it impact the business adversely (Álvarez-Díaz and et. al., 2022). This is
because crisis has a direct impact on the organisation productivity, performance and also
influence the business performance within marketplace and among audience. Therefore this
research has been conducted to solve the identified problems within organisation effectively.
1.3 Research aims and objectives
Research Aim
The aim of this project is to examine the role of crisis management in responding the
future crisis within the UK hospitality sector. “A study on Whitbread Plc”.
Research Objectives
 To understand the importance of crisis management in UK hospitality sector.
 To analyse the strategies that Whitbread Plc uses in managing crisis in their business.
 To examine the role of crisis management in responding the future crisis in context of
Whitbread Plc.
1.4 Research Questions
 What is the importance of crisis management in hospitality sector?
 What are the strategies used by Whitbread Plc in managing crisis in their business?
 Discuss the role of crisis management in responding the future crisis in context of
Whitbread Plc.
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1.5 Rational of the research
Main significance of this research to understand concept of the crisis management and
how it is useful for the organisation (Azmi, 2022). This research has been conducted with the
motive to demonstrate how organisation get impacted by the crisis during specific time period.
Along with this, it will also present how organisation overcome form any kinds of the crisis
within workplace by adopting different strategy and other ways. In personal context, this
research project will enhance and improve the investigator's skills and knowledge about how
crisis management work that will be helpful in completing the research successfully.
CHAPTER 2: LITERATURE REVIEW
It has been considered as search & evaluation of available literature in particular given
subject and chosen topic area (Guo and et. al., 2022). This literature review is going to cover
three objectives which are mentioned below:
 To understand the importance of crisis management in UK hospitality sector.
 To analyse the strategies that Whitbread Plc uses in managing crisis in their business.
 To examine the role of crisis management in responding the future crisis in context of
Whitbread Plc.
Understand the importance of crisis management in UK hospitality sector
According to the Christian Kurse, 2022, crisis management has been considers a
strategy document which describe preparedness of the organisation to respond to any crisis.
There are various organisation that do not invest on the crisis management because, in their
reasoning, there is almost zero possibility that ordinary business organisation will suffer any kind
of losses. But its very significant for the organisation to understand importance of the crisis
management. These improve are mentioned below:
 Crisis management is very crucial because without one, individuals under any stress may
take poor decision & may also unintentionally extend a crisis. Taking a swift, the
constructive action mat be key to the organisational survival.
 In wake of crisis, the crisis management jeep the workforce focused on organisational top
priorities & combats fear & uncertainty which can compound any types of damage.
 Furthermore, crisis management help the organisation in identifying the threats, reducing
their likelihood & also improve the response.
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According to the Andy Marker, 2022, all the business organisations need to establish
crisis management so that they can become prepare to face any kind of the emergency. This is
because, crisis management has a lot of the importance, few of them are mentioned below:
 Crisis management enable the organisation to contain & mitigate adverse impact of the
crisis, that can include a damage to the business reputation. Regulatory or legal trouble
and loss of the operation.
 By establishing the crisis management, organisation can cope up with the unexpected
calamity in different ways. It can lessens and shortens impact of the crisis, protect
workers & other else affected, preserves operation & productivity as much as possible.
 At last, crisis management seek to make the organisation more resilient & capable of
weathering long term impact of the crisis. Companies that had crisis responses in place
fared better by a margin of around 2 to 1.
Strategies that Whitbread Plc uses in managing crisis in their business
According to the MARC Davis, 2021, every kind of the business organisation may
stuck by the unexpected crisis such as contaminated or dangerous product, the civil product
liability lawsuit & other unforeseen disaster can impact the business. Therefore, in order to
manage these crisis, there are various strategies.
In order to manage the crisis, firstly companies should identify the risk faces by the
organisation and determine probability of occurring & its impact on business organisation. After
this, organisation need to define material and human resources to be put in place to respond in
crisis situation in effective manner. They should be well prepared to have a response plan ready
when having to deal with the real crisis situation.
Organisation also should establish a crisis unit where crisis management organisations
are centralized, response plans are piloted & crisis communication strategy is executed. Beside it,
it is very significant for the organisation to coordinate corporate communication to preserve
organisational reparation and image.
When facing crisis, organisations address all of their audience: partners, suppliers,
employees , clients and public. When any crisis occur, then its time of reacting by executing all
the action plans that companies had prepared in advance.
According to the John Boitnott, 2019, organisational owner must be prepared for any
kind of the crisis. It has been analysed that there are various action through which these crisis can
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me managed. Therefore, in relation to the Whitbread, some of these strategies are discussed
below:
 Stop the crisis before it develop- organisation should be proactive when designing &
implementing the system which spot sins of any impending trouble. After this, they
should create at least a basic crisis response plan with input of the key personnel which
can be implemented.
 Use social media in controlled way- social media revolutionize the organisation-to-
customer communication. Hence, business can uses such channel in order identify the
looming brand and other crises, as well as to respond to & manage them.
 Get input from the trusted advisor and mentors- when tempers flare & criticism spread,
organisation may wish to seek out the counsel from their own personal advisory panel.
Organisations consider forming own ad hoc counsel from their elders. They seek
individual who work in their filed and have more experience.
 At last, when fire get spread far quickly that organisation can put solution, they should
hire any professional who can guide them in managing the crisis. If criminal and civil
legal exposure is a potential result, also retain services of the experienced business law
organisation in their jurisdiction.
Examine the role of crisis management in responding the future crisis in context of Whitbread
Plc
According to the Clint Fontanella, 2022, crisis management play a crucial role in
responding the future crisis so that specific situation can be addressed effectively. In context of
the Whitbread, crisis management team detect the early signs of the crises that is going to occur
in future within workplace. It will help the organisations to be alert before any big loss take
place. Along with this, crisis management helps the organisation in identifying potential risk or
concern that may come with the crisis and have great impact on the organisations (Lim and To,
2022).After this, they prepare the crisis management plan that work best during any emergency
situations. They communicate the solution to other workers and public and then implement
standards in order to prevent the crisis from reoccurring in future.
According to the Hamsal and et. al., (2022), crisis management team, play critical role
when dealing with the crisis. Crisis management assess impact of the crisis that may faced by the
organisation. In this they asses at what level the upcoming crisis can impact the business.
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Therefore, in order to overcome form the situation,crisis management prepare and activate
actions plan so that effective action can be taken in order to win over situation of the crisis. They
sit with the employees and discuss on identified areas of the concern. After this, they encourage
the workers to face the situation with a courage, smile and determination. Therefore.. all these
role helps the organisation to come out of the tough times & prepare it for future (Rahimi,
Akgunduz and Bilgihan, 2022).
CHAPTER 3 RESEARCH METHODOLOGY
The following methods of research are provided below:
Research Philosophy: The research philosophy is the first method in conducting the
research (Gupta and Gupta, 2022). In this method there are also two methods that is positivism
and interpretivism in which the positivism philosophy will be followed as this method leads the
research to collect the data on numerical basis where there is less chance of false information as
the information collected here is from the reliable source and are authentic. The data collected
here is by interacting with the people directly and the analysis are based on the views given by
them.
Research Approach: This phenomena of the research are approach which is also classified
in two categories which deductive and inductive. This below research is based on the deductive
research as the evaluation of the data gives the information from the basic level to advance level
that helps the readers to know even the minute things about the subject (Mukherjee, 2019). This
method also gives the research a proper completion and also gives adequate resources for
conducting the research project. This method can help to avoid uncertainties while doing the
research and also cost effective.
Research Strategy: There are various strategies that need to be followed in the research
with the help of survey, experiments, interview and many more. In this project, the su5rvey will
be conducted with the selected participants for the better evaluation of the topic. In order to get a
larger view point of a particular subject, the survey can help in the project for a wider range of
information. The data collected is measured in the form of numbers that makes the information
collected more accurate and well recorded. The survey leads the research in a systematic way as
it provides information more specific.
Research Choice: Choice of the research is considered to be the major part as the better
method of research can enhance the value of the research (Kumar, 2018). As per this research the
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mono method has been chosen that is only on quantitative method which means the data is not
collected on just the theoretical basis but also by giving more emphasis on the accuracy that is by
numerical data. The quantitative method provides absolute reliability to the readers about the
information that enhances a better understanding to others researchers and scholars as well.
Research Time horizon: There are two types in the time horizon method of research
which involves longitudinal and cross-sectional. The current research is conducted on the cross-
sectional as the matter recorded is specific to the subject matter wide range of information from
the reliable source (Phakiti et. Al., 2018). It also allows the researcher to perform the research
more easily as the sources are accessible which also consumes less time and cost effective. The
longitudinal method is expensive as compared to the followed method. It also consumes a lot of
time and efforts also the information is not easily accessible.
Research Data Collection: The phenomena of the research are done by both the
methods that is primary and secondary as the research can be both on theoretical as well as on
practical emphasis as the research can be understood clearly by the readers and others and these
data can help the government as well to pull out new policies on the basis of this research as they
have a better view about the people and the scenario that needs to be developed (Thomas, 2021).
The secondary data can be analysed as these data are provided by other people which needs to
compared with the current information.
Sampling: The sampling method used here is on the random basis by selecting 50
participants. The participants are from the company Whitbread Plc managers as to get an
authentic information based on facts and figures.
Ethical Consideration: The information collected here is fully secured especially the
personal information about the managers are kept confidential under the Data Protection Act
2018. The data is secured with passwords that will be only accessible to reliable hands.
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CHAPTER 4 ANALYIS AND FINDINGS
In the research project it is fourth chapter which facilitates in collecting & analysis of
information related to the research topic. The researcher analyses the data through frequency
distribution table by asking question to chosen respondents in detail manner and interprets
correctly. From the above findings and analysis, the present study has conducted secondary
research by taking use of different sources such as articles, journals etc. For the data analysis the
respondent of 50 is selected.
Data analysis
Q1) According to you, what is the concept of crisis management? Frequency
(A) Dealing with disruptive and unexpected event 15
(B) Application of strategies for dealing with negative event 15
(C) Identification of threat to an organisation 20
Q2) As per your view, what are the importance of crisis management
in hospitality sector?
Frequency
(A) Helps in reducing negative consequences 25
(B) Allowing stakeholders to deal with unplanned events 10
(C) Adjusting to the sudden changes 15
Q3) According to you what are the strategies which is used by
Whitbread plc for managing crisis in business?
Frequency
(A) Making crisis management plan 20
(B) Stay focused 15
(C) Recognising to ensure safety of workforce 15
Q4) In Whitbread plc, what is the role of crisis management in
responding future crisis?
Frequency
(A) Making a plan 15
(B) Identification of the problem areas 25
(C) Developing strategies to minimize harm 10
Q5) What are the steps for responding to crisis?
(A) Mitigation
Frequency
12
(B) Preparedness 13
(C) Response 14
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(D) Recovery 11
Data interpretation
Table 1
Q1) According to you, what is the concept of crisis management? Frequency
(A) Dealing with disruptive and unexpected event 15
(B) Application of strategies for dealing with negative event 15
(C) Identification of threat to an organisation 20
Interpretation- From the above graph, it is being interpreted that 15 respondent have knowledge
of the crisis management which states dealing with disruptive and unexpected event. Application
of strategies for dealing with negative event is considered concept of crisis management by 15
respondents and 20 respondents defines identification of threat to an organisation as crisis
management.
Table 2
Q2) As per your view, what are the importance of crisis management
in hospitality sector?
Frequency
(A) Helps in reducing negative consequences 25
(B) Allowing stakeholders to deal with unplanned events 10
(C) Adjusting to the sudden changes 15
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