Research Report: Hilton's Response and Recovery Strategy Post-COVID

This research report evaluates Hilton's response and recovery strategies for managing the decline in foreign tourist numbers post-COVID-19. It utilizes both literature review and primary research, including a survey of 30 Hilton marketing employees, to assess the effectiveness of strategies like enhanced hygiene and safety measures. Qualitative analysis of the survey data reveals that these strategies have positively impacted operational efficiency and profitability. The report also provides recommendations for further enhancing Hilton's ability to attract foreign tourists and sustain growth in the post-pandemic environment.

Research Project

EXECUTIVE SUMMARY
The current research report is being performed with a sole aim to evaluate the
response and recovery strategy for managing decline in number of foreign tourist post
COVID. A study on Hilton. For this purpose, different literatures and secondary sources have
been explored in context of the topic under study. The researcher has also utilized primary
study wherein 30 employees working in the marketing department of the Hilton hotel was
being selected. the data was gathered from conducting the survey through seeking support of
questionnaire. Further, the accumulated data was being evaluated through qualitative analysis
wherein common themes were being made and results were presented significantly. The
results of the survey revealed that the hotel has adopted different strategies such as hygiene
and safety, cleaning and many others and all are quite effective. it was further concluded that
these strategies were effective enough in increasing the operational efficiency and
profitability of the hotel.

CONTENTS
ACKNOWLEDGMENT............................................................................................................1
CHAPTER – 1: INTRODUCTION...........................................................................................2
Background of the study.........................................................................................................2
Research aim..........................................................................................................................2
Research objectives................................................................................................................2
Research questions.................................................................................................................3
Research rationale..................................................................................................................3
Research scope.......................................................................................................................3
Structure of the.......................................................................................................................3
CHAPTER – 2: LITERATURE REVIEW................................................................................5
Overview of the chapter.........................................................................................................5
Concept of recovery and response strategy post covid19......................................................5
Different recovery and response strategy for increasing and attracting the number of
foreign tourist post pandemic.................................................................................................6
Impact of using these strategies over the profitability and operational efficiency.................7
CHAPTER – 3: METHODOLOGY..........................................................................................8
Research approach..................................................................................................................8
Research philosophy...............................................................................................................8
Data collection methods.........................................................................................................8
Data analysis methods............................................................................................................9
Sampling.................................................................................................................................9
Ethical considerations.............................................................................................................9
Research limitations...............................................................................................................9
CHAPTER – 3: MAIN BODY AND FINDINGS...................................................................10
Presentation of the results.....................................................................................................10
CHAPTER – 4: CONCLUSION & RECOMMENDATIONS................................................17
Conclusion............................................................................................................................17
Recommendations................................................................................................................17
REFERENCES.........................................................................................................................19
APPENDIX..............................................................................................................................21
Questionnaire........................................................................................................................21

ACKNOWLEDGMENT
I want to convey my special appreciation and gratefulness to each individual who
have supported me in completing this assessment project. An exceptional appreciation to my
guides for their cherished information sources and responsibility of their viewpoints and
admonishment that helped me all through this course of composition. I could moreover need
to loosen up my appreciation to the organization for offering a significant comprehension
which made the central piece of this report. Finally, I want to give my sincere appreciation to
my friends and family who believed in me on every movement and without them I was not
able to performed what I have proactively achieved.
1

Topic: Response and recovery strategy taken by the UK hospitality firms with regards to
decline in the number of foreign tourists pertaining to post COVID. A study on Hilton
CHAPTER – 1: INTRODUCTION
Background of the study
According to Qiu and et.al. (2020), by now one of the most events of this century, the
covid19 pandemic has wholly changed the social and personal life and has also
fundamentally changed the international situation. Within some weeks, the coronavirus
spread throughout the world and has threatened the health of millions of individuals
particularly, North America, East Asia and Europe. Because of the continuous and fast
spreading of the virus, there has been forced economic, political as well as social
modifications which has affected almost each and every facet of life on a scale unparalleled
in current period of time. Furthermore, the impact of these restrictions undulated by all the
industries of the economy however had particularly had a severe impact on the hospitality
sector (Kubickova, Kirimhan and 2019). Even though it is still not easy to make estimation of
the financial influence of the covid19 crisis on the international hospitality sector, it is being
estimated by the specific advisors that around 100 million hospitality related jobs were at
immediate risks globally and the industry might also lose around 2.7 trillion US$ in turnover.
As per the report being published by United Nations World Tourism Organization (UNWTO,
2021), there has been reduction in the global tourists’ arrivals by 74 percent throughout the
year 2020, which comprised an unprecedent influence on the profits and earnings of the
hospitality business.
Research aim
The main aim of the present research work is to evaluate the response and recovery
strategy for managing decline in number of foreign tourist post COVID. A study on Hilton.
Research objectives
For the purpose of accomplishing the above aim, there is a need to develop some
small objectives and these are as follows:
 To articulate understanding relating to concept of recovery and response strategy.
 To analyse different recovery and response strategy used by Hilton for managing the
decline in number of foreign tourist post pandemic.
 To examine the impact of these recovery and response strategy over profitability and
operational efficiency with respect to Hilton.
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 To recommend some of the ways in which Hilton can attract the foreign tourist and
increase profitability.
Research questions
Some of the research questions that is being answered in the current research work are
being defined in the subsequent paragraph:
1. What is the concept of recovery and response strategy post COVID?
2. What are the different recovery and response strategy used for increasing and
attracting the number of foreign tourist post pandemic?
3. What was the impact of using these strategies over the profitability and operational
efficiency of Hilton?
4. What is the recommendation to the company which can assist them in attracting
foreign tourist more post pandemic?
Research rationale
Considering the present level of working environment, it is quite clear that the
covid19 crisis has impacted the working along with the operational efficiency of the firms
belonging to the hospitality sector significantly. Further, the pandemic has greatly forced the
hospitality sector to change their policies and operational strategies. There has been decrease
in the number of visitors and international tourists and this in turn has impacted the overall
earnings and profitability of the concern. Now, in order to regain the position and sustain in
the market, the hospitality companies are required to adopt some response and recovery
strategy. Consequently, this is the main issue behind which this topic of recovery strategy in
relation with the decline in the international tourists has been selected.
Research scope
The main scope of the current research work is that it will help the organization and
different contenders to draw in visitors after pandemic. In the post pandemic period the
customer isn't getting involved inside coming to the inn. Thus, for this, the current
exploration will be going to help with creating information connecting with the reaction and
recuperation system for drawing in international tourists.
Structure of the
 Introduction – This chapter entails the main aim, objectives and research questions.
The background and problem statement are also enclosed.
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 Literature review – This chapter includes theoretical background related to the topic
under study. Prior research and studies of varied authors in the context of the topic
understudy is included.
 Methodology – It entails in regards with the different methodologies being adopted by
the researcher for conducting the whole research work.
 Main body & findings – The overall results and findings of the study is included in
this section. The results are being presented and understood effectively using variety
of methods.
 Conclusion & recommendations – This chapter includes the final conclusion and
suggestions for improvement.
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CHAPTER – 2: LITERATURE REVIEW
Overview of the chapter
The literature review segment is an outline of the fundamental written works and
compositions which are important and satisfactory for the exploration subject. Likewise, this
is the part which helps in offering a smooth development of conversation of what studies
have proactively been finished in respects with the chosen subject, what is recognized, what
isn't recognized and what stands out from the picked field of study.
Concept of recovery and response strategy post covid19
At times when any crisis situation happens to take place like Covid-19 pandemic, they
certainly compel the hospitality firms to modify and later their operational strategies and
approaches. All these events create greater level of uncertainties and generally needs faster
response in facing the negative influence. As per Chang, McAleer and Ramos (2020), a
recovery or response strategy is being referred as a structured approach which describes the
manner in the firms can quickly resume to their work after an unintended event. Both
recovery and response strategies are being considered as a necessary section of the business
continuity plan. They are applicable to the facets of the firm depending on the functioning
information technology infrastructure (Zhang, Wu and Wei 2017). Furthermore, both of these
approaches support the firm in resolving any sort of data loss, earnings loss and recover the
overall system of the hospitality or any other organizations. With recovery and response
strategy in place, the companies can perform in a better way aftermath of an incident.
According to Joo and Shin (2020), recovery and response strategy includes different
steps and approaches that helps in minimizing the influence of the disaster so the firm can
continue to operate effectively and resume their mission critical functions. Recovery
strategies are not implemented randomly however it encompasses a complete evaluation of
the processes of the business and requires continuity. Prior generating and developing any
plan, the firm most of the time carries out a business influence evaluation along with risk
evaluation and afterwards sets recovery objectives and goals. As per the World Health
Organization (2020), the hospitality industry is highly sensitive to negative environmental
factors like financial crises, terrorism, wars and natural disasters. All these calamities have an
intense negative influence on the segments of the hospitality industry like accommodation,
restaurants and airline firms.
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According to Gursoy and Chi (2020), in past two decades, assortment of crisis has
directly influenced the international tourism, for example the global economic and financial
crisis in 2009, SARS) outbreak, Middle East Respiratory Syndrome (MERS)etc.
Nevertheless, out of all these troublesome events, the influence of covdi10 pandemic was
unprecedented. It has not only impacted the operations of the hospitality industry but has
inspired long term transformational modification in the social economic activity of the
hospitality sector. Thus, it is quite essential for the firms being involved in the hospitality
industry to plan and implement recovery and response strategies in order to resume their
work.
As stated by Gössling, Scott and Hall (2020), there are different prior studies which
have depicted that there is a little preparedness for a crisis condition in the hospitality
industry. This is mainly because of the lack of devoted resources and lack of experience and
knowledge in regards with the manner to behave and perform action. Earlier studies have
emphasized on the destination response and recovery and very few studies have done in the
context of hospitality response and recover strategies. Nonetheless, the few studies
agreements that takes place has originated that crises conditions have a strong influence on
the hospitality sector.
Different recovery and response strategy for increasing and attracting the number of foreign
tourist post pandemic
According to Hsieh and et.al. (2020), there are different recovery and response
strategies that are being adopted by hospitality business for resuming their work and
improving their operational strategies in response to the impact being done by any pandemic
or disaster. As per Rodríguez-Antón and Alonso-Almeida (2020), because of the outbreak of
SARS, the hospitality industry of the Hong Kong has been impacted badly. For coping up
with this situation, the hotels have developed a contingency plan for restoring the confidence
of the guests and for attracting more foreign tourists towards their hotel. The major recover
and response strategy being highlighted by the author was media handling, offering special
attractive packages, enforcement of environmental hygiene and cleaning policies and
conducting regular staff meetings.
As per Dias and et.al. (2021), as a response towards a crisis situation, it is crucial to
develop a questionnaire for analysing the significance of four groups of practices for the
management of crisis and these are human resource, government, marketing and maintenance
of hotel. He further stated that there are some important measures which are being comprised
6

in these strategies and these are emphasizing on the marketing efforts, domestic tourism,
savings of cost and generation of special offers.
According to Gerwe (2021), for coping up with this pandemic, it is important on the
part of the staff of the hotel, suppliers and guests to emphasize on the health advice provided
by the government. Additionally, hotel management should also establish some contingency
arrangements with a comprehensive procedure of application. For this, task force is required
to be set-up for monitoring and management of functional unit in the hotel.
Impact of using these strategies over the profitability and operational efficiency
As per Hao, Xiao and Chon (2020), recover and response strategies involves multiple
elements and the most crucial among them is preventive measures that helps in reducing the
risk related to the man-made disaster that might occur at any point of time. The other one
includes, detective measures that intended at determining the unplanned and undesired events
quickly and finally, corrective measures that helps in restoring all the lost things due to
pandemic and enables the processes of the business to resume in the aftermath of a disaster.
According to Bundy and Pfarrer (2015), for achieving all these objectives, the hotel has to
run evaluation of potential threats and seek for innovative solutions that helps in guaranteeing
business continuity and saves lot of money of the firms in the longer period of time. This in
turn helps in increasing the profitability of the business concern.
Additionally, as stated by Chakrabarti (2015), recover and response strategies also
helps in augmenting the operational efficiency through improving the productivity of the
workers. This is due to the fact that specific roles and accountabilities are being delegated in
advance which increases both productivity and efficiency. Further, as explained by Carnahan
(2017), recovery plans help in allowing the business in maintaining high service quality
irrespective of the situations which in turn results in greater level of customers retention.
Moreover, more and more customers and tourists are being attracted towards the business or
hotel.
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CHAPTER – 3: METHODOLOGY
Research approach
Attributing in relation with the research approach, it is being referred as the plan
along with procedures which significantly encompasses varied steps on the basis of the
research issues being identified in the study. There are mainly two types of research that is
inductive as well as deductive approach. In the context of inductive approach, it can be said
that it flows from specific to general and is more suitable in case of qualitative study. On the
other hand, deductive approach flows from general to specific and is more suitable in case the
study involves numerical data and figures (Bajpai, 2016). However, for the current research
purpose, the research has utilized inductive research approach. This is being adopted as the
present work involves research questions and this approach supports in developing better aim
and objectives.
Research philosophy
Research philosophy is being defined as the belief or the values based on which the
research methods are being selected. there are mainly two kinds of philosophies that
interpretivism and positivism. Positivism is more appropriate suitable for the large samples
and is prevalent in case of quantitative data collection (Graziano and Raulin, 2016). On the
other hand, interpretivism philosophy is appropriate in case of small samples and in
qualitative data collection. In the current research work, the researcher has adopted
interpretivism research philosophy due to the fact that it is more apt with the qualitative
research type.
Data collection methods
There are two important methods of data collection which is being adopted by almost
all the researchers that is primary data and secondary data. The primary data collection
methods involve accumulation of the data for the first time by the researcher in the study. On
contrary, secondary data is defined as the data which are already present. As far as the current
research work is being concerned, the researcher has adopted both primary and secondary
data collection methods. Primary data was being collected by conducting survey of the
employees working in the marketing department of Hilton through developing questionnaire.
On the other hand, secondary was being gathered through exploration of different academic
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and scholarly articles, books, newspapers, journals and online sources in relation with the
topic.
Data analysis methods
Data analysis is one of the most important facets in the research study which can be
done wither qualitatively or quantitatively. Quantitative evaluation is adopted when the data
is expressed in the form of numbers, figures and graphs (Creswell, 2015). On the other hand,
qualitative analysis is used when the information is expressed in terms of words and
expressions. In the current research work, the researcher has adopted qualitative analysis
wherein thematic analysis tool is being utilized. In this, common themes and patterns are
being determined and presented. This type of analysis helped in enhancing the theoretical
aspect relating to the research topic.
Sampling
Sampling is being referred as the selection of the people from the whole population.
In the present research work that is response strategy for managing decline in number of
foreign tourist post COVID, 30 employees from the marketing department of the Hilton hotel
were being selected. They were being selected through adopting simple random sampling
method as it offers equal and fair chance to the participants to get selected.
Ethical considerations
Some of the ethical considerations in the current research involves: it has been made
sure that all the relevant and personal information of the participants will be kept confidential
and safe (Denscombe, 2017). Further, prior permission from the participants was being taken
before the commencement of the study. Finally, the information gathered from the secondary
sources were all belong to reliable and authentic sources.
Research limitations
There were some limitations of the current research work which has restricted
efficient conduction of the study like time and budget. On the other hand, the study might be
carried out more expansively seeking through seeking support from the quantitative analysis
techniques such as SPSS, but due to time and money constrained, this tool was not applied.
9

CHAPTER – 3: MAIN BODY AND FINDINGS
Presentation of the results
Articulating in respect with the present research, the primary data was being collected
by conducting survey of 30 employees working in the marketing department of Hilton
through developing questionnaire. They were being selected through adopting simple random
sampling method. The presentation of the survey outcome is reflected in the subsequent
section.
Theme – 1: The operations and system of the hotel has completely changed after
pandemic
Completely changed
Slightly changed
Not changed at all
0 2 4 6 8 10 12 14 16 18
17
10
3
Interpretation:
When it was asked from the participants that whether there is a change in the
operations and system of the hotel after pandemic than 17 out of 30 revealed that it was
completely changed. They stated that due to covid 19, the hotel was forced to do changes in
their system for ensuring safety and security of their guests. Further, 10 out of 30 revealed
that it was slightly changed. They stated that the hotel has just changed their hygiene and
cleaning practices. On the other hand, the remaining 3 out of 30 were of the view that there
were no changes that took place in the operation and system of the hotel and they said that
even they are following the same old policies and systems.
Theme – 2: The covid19 pandemic had resulted in loss of tourists and profitability of the
hotel
10

Loss in profitability
Loss in foreign tourists
Change in policies
Loss of jobs
0 2 4 6 8 10 12 14
12
12
2
4
Interpretation:
At times when it was questioned to the respondents in relation with the impact does
covid19 had on their hotel than 12 out of 30 participants were of the view that because of this
pandemic there has been loss in the profitability of the concern. They have stated that due to
this crisis the overall earnings of the hotel were reduced significantly. On contrary, there were
further 12 participants who stated that due to this crisis, the number of tourists visiting the
hotel from the international markets were reduced. However, there were around 4 out of 30
participants who responded that due to covid19 pandemic, many employees lost their jobs
and this was very fatal. Furthermore, the remaining 2 of them uttered that due to this, there
has been change in the policies of the hotel.
Theme – 3: Hotel has adopted recovery or response strategy post covid19
Yes
87%
No
13%
Yes
No
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Interpretation:
When the participants were inquired about whether the hotel has adopted recovery
and response strategy after covid19 pandemic than it was found out that around 22 out of 30
respondents were of the view that the hotel has adopted effective recovery and response
strategy. They uttered that it was essential for resuming the work and operations. on the other
hand, there were 8 out of 30 respondents who stated that the Hilton hotel has not adopted any
strategies and are following the old policies and approaches.
Theme – 4: It is essential to implement recovery and response strategy
Essential
83%
Not essential
17%
Essential Not essential
Interpretation:
The current theme is related with whether it is essential to implement recovery and
response strategy for the hotel than it was found out that 25 out of 30 respondents expressed
that it is quite essential to execute these strategies. This is because of the fact that these
strategies help in increasing the operational efficacy of the hotel. Furthermore, the remaining
5 were of the viewpoint that it is not essential for the hotel to implement recover and response
strategies because executing them involves different challenges.
Theme – 5: Enforcing hygiene and safety, cleaning policies and special attractive
packages as recover and response strategy
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Enforcing hygiene and safety
New cleaning policies
· Special attractive packages
0 2 4 6 8 10 12
Interpretation:
When the participants being involved in the primary study were inquired about the
type of recover and response strategy being adopted by the Hilton hotel than it was found out
that 10 out of 30 have expressed that the hotel has enforced hygiene and safety policies. They
further uttered that the company is paying more attention towards augmenting the policies
related to safety, cleaning, social distancing and sanitation to ensure that their guests and
workers are safe. Additionally, the remaining 10 out of 30 were of the view that hotel has
adopted new cleaning policies as their recovery strategy past covid19. Besides, they said that
they are focussing on disinfecting the rooms and other areas of the hotel and cleaning
premises in every half an hour as a safety measure for all. On the other hand, there were 10
out of 30 who said that the hotel has started offering special attractive packages as their
response strategy for alluring the interest of more and more tourists.
Theme – 6: Cost and efficient employees as the biggest challenge faced by the hotel in
implementing recovering strategies
Cost
Efficient employee
Legal implications
Non availability of
resources
0 2 4 6 8 10 12
11
11
6
2
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Interpretation:
When the participants being involved in the primary research survey were questioned
in relation with the biggest challenge being faced by the hotel in implementing recovering
strategies than maximum number of participants i.e., 11 out of 30 responded that cost was the
major challenge that came across during this process. they further stated that implementing
innovative solutions and technologies involve huge costs. Further, 11 out of 30 were of the
view that at the time of planning recovery strategies, non-availability of the efficient
employees was also one of the most pressing issues, the hotel has faced. Moreover, the
remaining 6 stated that legal implications while implementing recovery strategy was to be
considered which proved very difficult. The other 2 responded that non-availability of the
resources was the biggest challenge.
Theme – 7: Hilton hotel has adopted efficient recovery and response strategies
Yes
67%
No
33%
Yes No
Interpretation:
When the participants of the primary research were inquired in relation with their
view regarding the efficiency of the recovering and responding strategies being adopted by
the Hilton hotel then it was originated that around 20 out of 30 participants were of the view
that the strategies being adopted by the Hilton hotel was very efficient. They further stated
that these strategies have supported the firm in attracting large number of international
tourists. On contrary to this, 10 out 30 participants stated that the recovery strategies were not
that efficient and the firm is required to plan out some more beneficial and innovative
approaches for better functioning.
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Theme – 8: Operational efficiency and profitability was increased due to recover and
response strategy
Operational efficiency
Profitability
Augmentation in number of tourists
More awareness of the brand
0 2 4 6 8 10 12
10
10
6
4
Interpretation:
At times when the respondents were being questioned regarding their views about the
impact of recover and response strategy than maximum of them that is 10 out of 30
responded that seeking help from the recover and response strategy, the hotel was able to
increase their operational efficiencies. They further stated that the firm was able to lower the
cost, use of materials and waste through these strategies. On the other hand, 10 out of 30 also
stated that the profitability of the hotel was increased through these strategies as there is an
increment in the number of customers visiting the hotel. Further, the other 6 were of the view
that these strategies have helped in increasing the number of international tourists visiting the
hotel. Moreover, the remaining 4 out of 30 stated that through this, the hotel was able to have
more awareness of the brand.
Theme – 9: Regular staff meetings and training have helped in preparing employees
Training and development
Regular staff meetings
Effective reporting
All of the above
0 2 4 6 8 10 12 14
12
12
3
4.5
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Interpretation:
When it was asked from the participants in relation with the kind of strategies adopted
for preparing the employees in response to recover and response strategies than it was found
out that 12 out of 30 participants stated that they are being prepared through effective training
and development programs. Furthermore, the other 12 were of the view that they are being
empowered and trained through arranging regular staff meetings. In addition to this, the other
3 were of the view that through having effective reporting system they are being prepared for
the recover strategy. Further, the final 3 out of 30 stated that all the three strategies were
being adopted by the Hilton hotel.
Theme – 10: Flexible bookings and communicating Covid-19 protocols can be used for
attracting the foreign tourist and increasing profitability
Communicating Covid-19
protocols
39%
Keeping up with
housekeeping
11%
Collaborate and cross
promotion
11%
Flexible bookings
39%
Communicating Covid-19 protocols Keeping up with housekeeping
Collaborate and cross promotion Flexible bookings
Interpretation:
When the participants being involved in the primary research survey were questioned
about the strategies that can be utilized by the Hilton hotel for attracting the foreign tourist
and increasing profitability than it was originated that around 11 out of 30 stated that the
hotel should adopt flexible bookings in this time of crisis. Further, 11 were of the view that
they should communicate the covid19 protocols to public so that they become aware that the
hotel is following the rules. Further, the other 5 responded that they should keep up with the
housekeeping and the remaining 3 stated that they must collaborate and conduct cross
promotion.
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CHAPTER – 4: CONCLUSION & RECOMMENDATIONS
Conclusion
From the above evaluation it can be undoubtedly concluded that the recovery and the
response strategies being adopted by the Hilton hotel was very efficient. It was also
originated that these strategies have supported the firm in attracting large number of
international tourists. The secondary resources being explored in the current work and the
responses being analysed from the primary study agrees on the fact that these strategies have
a greater level of impact on the operational efficiency of the hotel. It can be concluded that
recover and response strategies helps in guaranteeing business continuity and saves lot of
money of the firms in the longer period of time. This in turn helps in increasing the
profitability of the business concern. In addition to this, the primary survey makes an
important contribution in achieving one of the objectives of the current research work which
is related with evaluating different recover and response strategies adopted by the hotel post
covid19 pandemic. The participants stated that that the hotel has enforced hygiene and safety
policies and is paying more attention towards augmenting the policies related to safety,
cleaning, social distancing and sanitation to ensure that their guests and workers are safe.
Additionally, it was also found out that the hotel has adopted new cleaning policies as their
recovery strategy past covid19 and are focussing on disinfecting the rooms and other areas of
the hotel and cleaning premises in every half an hour as a safety measure for all.
Recommendations
Some of the important recover and response strategies being recommended for the
hotel post covid19 are being elaborated underneath:
 Relationship marketing – It is highly suggested to the Hilton hotel to make use of the
concepts of relationship marketing through making the requirements along with the
expectations as their core philosophy. Further, through emotional connection on the
basis of the commitment and trust amid the client and hotel will help in augmenting
their relationship.
 Contactless Contact – This is also regarded as an important recover and response
strategy which can be adopted by Hilton hotel. Post covid19 situations compels the
hotel to follow contactless features. It is crucial that the property management system
of the Hilton hotel should offer contactless check-in and check-out which enables the
tourists and visitors to complete their registration via online means. Furthermore,
17

keyless entry should be promoted for reducing the contact. Access can be given to the
visitors through their smartphones.
 Promotion of extra features – It is equally important on the part of the Hilton hotel to
attract large number of international and domestic tourists and this can be done by
ensuring the guests that the hotel is adopting different new features. Social media,
digital advertainment along with the websites can be utilized for promoting novel
services and features to attract guests. Other than this, it is also suggested that the
hotel can also make use of SMS messaging, follow-up post-stay emails and after
booking email confirmations for reminding them that the hotel is welcoming them and
it is safe.
 Cleaning and disinfection – for reducing the potential for covid19 and contamination
in the premises of the hotel, the high touch surfaces are required to be sanitized and
cleaned frequently. Disinfection is required to be used as a common preventive
measure. Cleaning of the workers should also be instructed accordingly.
18

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APPENDIX
Questionnaire
Demographic information:
Name:
Age:
Gender:
Q1. How the operations and system of your hotel has changed after pandemic?
 Completely changed
 Slightly changed
 Not changed at all
Q2. What impact does covid19 pandemic had on your hotel?
 Loss in profitability
 Loss in foreign tourists
 Change in policies
 Loss of jobs
Q3. Does your hotel have adopted any recovery or response strategy post covid19?
 Yes
 No
Q4. In your opinion, is it essential to implement recovery and response strategy for the hotel?
 Essential
 Not essential
Q.5 What are some of the recovery and response strategies being adopted by the hotel?
 Enforcing hygiene and safety
 New cleaning policies
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 Special attractive packages
 All of the above
Q.6 What is the biggest challenge faced by the hotel in implementing recovering strategies?
 Cost
 Efficient employee
 Legal implications
 Non availability of resources
Q7. Do you think the recovery and response strategies adopted by your hotel were efficient?
 Yes
 No
Q8. What are the impacts of recovery and response strategies on your hotel?
 Operational efficiency
 Profitability
 Augmentation in number of tourists
 More awareness of the brand
Q9. How employees are prepared in response to recover and response strategies?
 Training and development
 Regular staff meetings
 Effective reporting
 All of the above
Q10. As per your opinion, what strategies the hotel can use for attracting the foreign tourist
and increase profitability?
 Communicating Covid-19 protocols
 Keeping up with housekeeping
 Collaborate and cross promotion
 Flexible bookings
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