Impact of Pandemic on Hospitality Industry: A Comprehensive Analysis

This comprehensive report delves into the transformative changes within the hospitality industry since the onset of the pandemic. It begins with an introduction outlining the background, aim, objectives, research questions, and the significance of the study, setting the stage for an in-depth analysis. The literature review explores the evolving trends, including the rise of virtual reality and a focus on social well-being, and the challenges faced by hotels, such as declining bookings and the need for enhanced safety measures. The methodology section details the research approach, data collection methods, and ethical considerations. The data analysis and findings, along with the conclusion and recommendations, offer valuable insights into the strategies employed by hotels to combat the pandemic's impact, such as increased online promotions and enhanced hygiene practices. The report concludes with a detailed appendix, including a questionnaire and research proposal, providing a complete overview of the study and its implications for the future of the hospitality sector. The report also highlights the challenges like changing customer requirements and the need for businesses to take effective actions which in turn leads to minimize the challenges and improve the overall performance by grab attention of many customers towards it.

To analyze how the
hospitality industry has
changed since Pandemic

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................5
Background..................................................................................................................................5
Aim...............................................................................................................................................5
Objective......................................................................................................................................5
Research question........................................................................................................................5
Significance..................................................................................................................................6
Rationale......................................................................................................................................6
LITERATRURE REVIEW.............................................................................................................7
Trends of hospitality industry during Covid-19...........................................................................7
Challenges faced by hotels since pandemic.................................................................................8
Strategies used by hotels in order to combat situation of pandemic............................................9
RESEARCH METHOLOGY........................................................................................................10
Research type.............................................................................................................................10
Research approach.....................................................................................................................10
Research Philosophy..................................................................................................................11
Data collection...........................................................................................................................11
Data analysis..............................................................................................................................11
Sampling....................................................................................................................................12
Ethical consideration..................................................................................................................12
Limitation...................................................................................................................................12
Reliability and validity...............................................................................................................12
DATA ANALYSIS AND FINDINGS..........................................................................................13
Conclusion.....................................................................................................................................21

Recommendations..........................................................................................................................21
REFRENCES.................................................................................................................................23
APPENDIX 1.................................................................................................................................25
Questionnaire.............................................................................................................................25
APPENDIX 2.................................................................................................................................27
RESEARCH PROPOSAL.........................................................................................................27
Background................................................................................................................................27
Aim.............................................................................................................................................27
Objective....................................................................................................................................27
Research question......................................................................................................................27
Rationale....................................................................................................................................28
Significance................................................................................................................................28
LITERATURE REVIEW..............................................................................................................28
RESAERCH METHODLOGY.....................................................................................................29
Research type.............................................................................................................................29
Research approach.....................................................................................................................29
Research philosophies................................................................................................................29
Data collection...........................................................................................................................30
Data analysis..............................................................................................................................30
Reliability and validation...........................................................................................................30
Limitation...................................................................................................................................30
TIMELINE....................................................................................................................................30
REFERENCES..............................................................................................................................32
APPENDIX 3.................................................................................................................................33
Presentation................................................................................................................................33

INTRODUCTION
Background
Pandemic is one of the worst situations that have been and still impacting the various
sectors of worlds. The present condition has been adversely affected by the cons of covid crises
which has enable the organization of several sectors to evolve different pattern for operating and
functioning. It has been analyzed that among all sectors, hospitality sector is affected the worst
from pandemic and that is why, the research could shed a light upon the ways through companies
will revive from this situation easily. The current research concentrates on the impact of
pandemic emerged changes in hospitality sector of United Kingdom. The focus of current study
is evaluated the trends and challenges being faced by hospitality sector as whole. In addition to
this, it is one of the most crucial sector which provides assist in generating various opportunity
for growth of nation so it becomes important to look into this topic to attain knowledge regarding
the same.
Aim
To investigate the ways in which hospitality sector has been changed since the Pandemic
Objective
 To identify the trend of hospitality industry during the covid-19
 To examine the challenged faced by hotels since pandemic
 To ascertain strategies used by hotels in order to combat the situation of pandemic
 To recommend the best ways through which hotels may back on track after the covid 19
and enhance its performance.
Research question
 What are the trends of hospitality sector?
 What are the challenges faced by hotels since pandemic?
 What are the strategies for combating situation of covid 19?
 What are the ways through hospitality sectors can back on track after pandemic to
enhance its performance?

Significance
This will provide assistance to firms operating in hospitality sector for understanding
crucial factors to improve current condition. The importance of the present study is related to the
firms who are operating under hospitality sector so that they implement the strategies in order to
meet the defined aim. Also, the significance of the study is related to other scholars who also
want to study on this particular topic so that they use the sources and information as a secondary
research. Overall, it can be stated that through the present study, scholar is able to examine the
challenges as well as strategies to combat from the worst situation and this in turn causes positive
impact upon the overall performance easily.
Rationale
The purpose behind selecting this specified topic is to understand the current situation
and its impact on hospitality sector. It is identified as issue due hospitality sector’s significant in
UK growth and development which getting lower as compared to previous. This in turn
recognized as a research issue because in today’s world it is essential to identify suitable
strategies for overcoming challenges of pandemic to attain sustainability, otherwise it causes
adverse impact upon the overall performance of a business. With the help of present study,
scholar also define the ways through which hospitality sector able to minimize the challenges
pertaining to pandemic. Further, investigator could shed a light through thematic data analysis in
order to understand the strategies implemented by the hospitality industry that assist to attain the
objective of hospitality sector during pandemic.
Another rationale for conducting the study on this topic is such that scholar have their
own interest to study on this topic in order to raise the knowledge pertaining to strategies
employed by hospitality sector. Moreover, University provided the title and that is why, there is a
need to study on this topic so that it assists scholar to enhance their current knowledge and
generate the best outcomes as well.

LITERATRURE REVIEW
Trends of hospitality industry during Covid-19
As per the views of Bajrami, and et.al, (2021)hospitality industry is going under varied
new transformation phase during Covid-19 pandemic period, where trends are being shaped
within industry dynamically for strengthening people confidence again. Globally pandemic has
slowed people bookings within hotels and to further extensive dynamic competencies being
shaped up within Covid-19 for setting comeback effectively and gaining consumers confidence.
Virtual reality factor is one of the most essential factors evolving, where it is an increasing
popularity fort organizing hybrid events. Virtual outreach holds specific focus for evolved
competencies, a where participation is done by hotels to provide people high scale comfortable
experience and larger scale diverse experience. Also, second trend is of social well-being, where
health and wellness are widely focused on to provide customers best comfortable experience.
Hotels are investing towards regular sanitization facilities and health check up facilities for all
people, where temperature checks up is also there. It has been also found that investments are
further correlated towards operating best strategic innovations, larger scale creative health and
wellness facilities for gaining consumers confidence (2021 Top hospitality industry trends,
2021). During Covid -19, travel can only regain confidence among people when hospitality
industry further consistently bring on best health safety practices for people.
Sustainability has been found to be another key trend where hospitality industry is widely
investing for synchronizing new aspects of planned eco friendly practices, and sustainable
competencies which strengthens up larger scope variedly. However, Denizci Guillet and
Chu(2021) presented contrast aspects in research papers where trends within hospitality industry
after Covid-19 are typical to be practically implemented for gaining customers confidence. The
changing social living factors around world has been drastically impacting hospitality measures
among hotels, where for strengthening new measures it will took larger time period.
Furthermore, it can be also analyzed that strategic vision and larger scale consistent expertise
factors has to be further implemented by managers, leaders at hospitality companies for
strengthening competitive innovation rise actively. In addition to this, it is also analyzed that
customers are also focused upon the sustainability and that is why, they prefer those hotels who

consider such aspects in order to ensure hotels have taken any positive steps to responding the
pandemic situation.
Challenges faced by hotels since pandemic
As noted byDwivedi and Rathore (2021), there are various challenges faced by hotels
within hospitality industry since global pandemic Covid-19, where there are varied new downfall
factors experienced by companies to regain strengthened vision. Decline in consumer’s bookings
and confidence towards safety standards among people has declined their confidence to travel,
which has lowered hospitality industry performance benchmarks widely. This further can be
analyzed that hotels change in revenue and goodwill benchmarks has been resulting in extreme
downfall in bookings by people. Challenges faced by hotels also signifies that there is an extreme
pressure of keeping up with safety measures and sanitation requirements on regular time periods,
where this further bring rise on new investments priorities. Hotels have been constantly focusing
to further bring on further confidentrise among people, by investing towards welfare and social
standards.
The challenge of increasing resources investments also comes as specific parameters,
where further new resources larger scale connective benchmarks is challenging for practical
implementation. This further also signifies that hotels have to further train staff, as per new
safety and welfare regulations for gaining consumers confidence back which also holds varied
new specific problems. Hospitality trends investments have to be further significantly worked
on, as there is varied scale decline in people confidence for bookings for travel. Due to close
down in aviation and tourism globally, hospitality faces extreme challenge where further
strategic planning is needed to regain larger scale rise profoundly.
According to Dube, Nhamo and Chikodzi(2021) hospitality industry also faces
challenges regarding to changing requirement of the customers and this in turn cause adverse
impact upon the overall performance. Thus, it might causes opposite impact upon the sales
performance and this in turn somehow leads to affect the overall performance in adverse manner.
It is not easy to examine the changing perception of customers because they are only focused
upon safety and precautions that might affect the overall performance in adverse manner. As a
result, it leads to cause direct impact upon the sales performance of a business that causes brand
image of a company in negative way. Hence, to overcome such situation, it is necessary for the

businesses to take effective actions which in turn leads to minimize the challenges and improve
the overall performance by grab attention of many customers towards it.
Garrido-Moreno, García-Morales and Martín-Rojas (2021), explains in research papers
that it is widely typical to further regain consumers to book travels, where hospitality industry
will face long time repercussions. Physical dimensions globally are variedly changing within
recent time periods, where further leveraging new face will come as challenge for varied specific
scale rise actively. Furthermore, technical innovation has to be implemented on face with
functional rise within hospitality industry to regain consumers travel bookings effectively. This
further also evolves on specific scope for strengthening key functional scale rise technically,
which connects towards strengthening key larger goals profoundly for larger specific time
periods. Challenges such as increased pressure to gain competitive rise within dynamically
evolving hospitality standards also comes as practical challenge, where for instilling new scale
rise fundamentally heads on towards larger investments. This further also demands hospitality
companies to strategically rise among new leadership aspects within business, where taking
accurate steps is also fundamentally crucial within longer time periods.
Strategies used by hotels in order to combat situation of pandemic
As per the views of Kim, Bonn and Hall (2021)strategies used by hotels in order to
combat varying situation of pandemic will further play crucial role for strengthening larger scale
rise among customers bookings specifically. Increasing online promotions should be done by
further increasing new investments for promoting best safety, hygienic practices among people
and also for leveraging wider connective goals actively. Strategies such as regular timely
sanitation of premises, health and safety check up for all guests and establishing temperature
check, will enable hotels to combat situation strategically. This further also connects on towards
keeping up new connective benchmarks for regulating check up facilities based on quality
control premises within hospitality industry.
It can be also analyzed that for combating pandemic situation, hotels are further
proceeding to further expand commercial business networks by proceeding towards untapped
new goals. Training and management standards are also further connected for presenting best
working innovation rise actively, further bringing on practical growth engagement parameters.
Author has researched in research papers that strategies taken by managers in hospitality

companies for combating pandemic problems, holds high significance within business run , for
scaling up competencies and also primitively expanding larger scale work domains actively.
This in turn cause positive impact upon the overall performance and also improve the
performance in positive manner.
Hospitality companies are further investing to bring on social scale expertise, for
connective diversity aspects strengthening wider goals which enhances scope for consumers
bookings. Another author, Le and Phi (2021), also examines that future within hospitality
industry has been vividly coming to a declined phase of complex business choices and practical
vision has to be further in built actively. This further also signifies specific focus for
strengthening larger connective goals actively, specifically bringing on best safety standards
towards investments and to further also expand key paradigms for dynamic growth
potentialities. Hospitality companies are further also growing toward changing phases of
specific work competencies and dynamic key connective paradigms , where larger scope is
present for strengthening innovation profoundly. This further also connectively brings on wider
connective paradigms, for bringing larger pace actively to yield towards diverse business
domains within changing global scenarios.
RESEARCH METHOLOGY
Research type
There are two ways in which research can be conducted it comprises qualitative and
quantitative. In addition to this, it helps in attaining the objectives of study so that effective and
relevant outcome can be derived (Leavy, 2017).Qualitative research refers to giving emphasis on
the concepts, experience and views of people to understand and gain the knowledge on the same.
Quantitative research can be used to collect the numerical data and accomplish the objective of
the same To study this specified topic scholar will utilize the qualitative research so that it
becomes possible to identify how hospitality sector has changed since covid 19.
Research approach
Inductive and deductive are two forms of approaches that can be sued to carry forward
the research. in qualitative and quantitative research inductive & deductive approaches are

utilized respectively (Cingoski and Petrevska, 2018). As per the present aim, the scholar has
chosen inductive research approach which assist to meet the defined objectives. With the help of
adopted research approach, scholar has investigate the ways in which hospitality sector has been
changed since the Pandemic
Research Philosophy
It is a belief through which relevant information can be gathered and analyzed so that
effective results can be drawn in order to meet the defined aim. There are two types of
philosophies used by the scholar i.e. interpretivism and positivism. In the presents study, scholar
has been used interpretivism philosophy because it assists to interpret the objectives in effective
manner (Nayak and Singh, 2021). As per the chosen research type, it has been examined that
researcher should use interpretivism research philosophy which in turn assist to identify the
strategies used by hotels in order to combat the situation of pandemic
Data collection
Data collection is the way through which information can be gathered in order to
generate the best outcomes by using range of methods. There are two data collection methods
has been used by the scholar in the present study such that under primary research, survey
method is adopted through the means of questionnaire. Also, the questions are designed in such a
manner that helps to answer the research questions. On the other side, under secondary method,
scholar used recent published articles and books in order to develop brief thesis.
Data analysis
To interpret the results collected by researcher, data analysis technique is used. There are
two types of data analysis methods used by the scholar i.e. thematic data analysis and SPSS.
Thematic data analysis is used to interpret the qualitative research type and based upon the tables
and graphs, whereas, SPSS is used to analyze the quantitative data analysis so that effective
results can be drawn. In the present study thematic data analysis has been used in which different
figures, data and table has been used in order to present the findings in effective manner. With
the help of chosen method, scholar is able to investigate the ways in which hospitality sector has
been changed since the Pandemic.

Sampling
Sampling is all about to choose the specific group in order to generate the best outcome
from the defined population. For the project, 20 numbers of managers will be taken for in depth
analysis within hospitality industry where this will enable to further bring on varied functional
analysis worked on, for analyzing engagement aspects effectively within longer time run. This
will further create effective analysis done among research aspects, within hospitality industry
factors where analytical data can be further synchronized as per varied competencies.
Ethical consideration
The ethical considerations specifically bring on specific focus on aspects that research
will be done in ethical way for keeping up with accuracy in check, and also further creating
engagement aspects effectively within longer time run. Ethically it is widely crucial that research
will be done in ethical format, keeping in mind that there will be no bias done and also
significant strength has to be further focused on for strengthened scope imperatively. Plagiarism
will be avoided to keep data authentic and in check with varied working specifics, for
strengthening up key working parameters and to analyze varied strengthened scope within future
benchmarks among project.
Limitation
The research has limitation that it will be analyzing aspects within hospitality industry on
whole and not towards any specific company, where data will be based on whole industry where
strategic imperative engagement will be also on larger horizons worked on actively. In addition
to this, time, money and unavailability of the resources are also consider as a research limitation
for the present study. In order to overcome such issue, qualitative research has been used which
is cost-effective and time saving. Otherwise, quantitative research type can be used that helps to
examine the overall results in more effective manner. Moreover, to solve the unavailability of the
sources, scholar should use the keywords related to topic that helps to minimize the issue as well.
This in turn assist to meet the defined aim and also accomplish the results as well.
Reliability and validity
It is also necessary for the scholar to concern with the validity and reliability aspects.
This in turn assist to improve the overall results in positive manner. Along with this, for
reliability aspects, scholar should select the sources which are published after 2017 so that

enough and valid information can be gathered. Moreover, it is also analyzed that for validity
aspects, all the sources which are copyright protected should be used. This is because it provide
valid and authentic information that assist to examine the strategies used by the hospitality sector
during pandemic.
DATA ANALYSIS AND FINDINGS
Theme 1: Maximum managers opted Consumer bookings declined within pandemic time
period.
Particulars Outcomes
YES 15
NO 5
Total 20
15
5
No of managers
YES
NO
Interpretation:
From the above analysis it can be analysed that 15 out of 20 managers have said that
consumers bookings have been declined during the recent time period due to global covid-19
pandemic. The pictorial data analyses specific focus on aspects where recent working scenarios
are widely creating negative impact on functional avenues, and has been also impacting revenue
and goodwill parameters. Only 5 managers have said no, which shows that this aspect has been

less significant for strengthening analysis as major numbers have opted that bookings in
hospitality industry has been significantly declining due to less customers opting for travel.
Theme 2: Challenges which hospitality companies are widely facing in recent time period
of global pandemic
Particulars Outcomes
Decline in consumer bookings 5
Shut down of hotels 5
Decline in revenue targets 10
TOTAL 20
25%
25%
50%
Types of challenges
Decline in consumer
bookings
Shut down of hotels
Decline in revenue targets
Interpretation:
The pictorial representation shows that decline in consumer bookings and shut down of
hotels have been opted by 5 managers each out of 20 managers, and further decline in revenue
have been opted by 10 people out of 20 as challenge within hospitality industry. The analysis
shows explanation factors, where revenue decline has been opted by major sections of managers,
where this significantly shows varied aspects within changing time periods at recent
hemispheres. Hospitality services are widely declining in recent time periods, where
international travel is completely shutdown and also further decline in preferences among
consumers to travel has been also reduced (Park and Jones, 2021). This in turn shows that
majority of the managers are favored with the decline in the revenues due to lockdown situation.

Theme 3: Maximum managers are taking up strict actions for enhancing revenue and
quality benchmarks within new regulatory business standards
Particulars Outcomes
YES 15
No 5
TOTAL 20
1 2
0
2
4
6
8
10
12
14
16
0 0
15
5
No of managers
Interpretation:
From the pictorial representation, it can be analyzed that 5 out of 20 managers have opted
that they are taking immediate actions and strict steps for analyzing revenue and quality
benchmarks which shows major accuracy is being correlated for immediate strengthened scope.
The data has been also able to further bring on connective strengthened scope for strengthening
analysis, where only 5 people have opted for no which shows minimum negative factor. As
maximum numbers are positively heading towards establishing new strategies , forecasting new
implications for practical engagement among customers bookings this shows that managers are
taking positive actions for further synchronizing larger actions within hospitality industry
domains. Yang and Han (2021) also supported the same by stated that with the help of strict

action, companies are able to revive from this worst condition, otherwise it causes negative
impact upon the financial performance of a business as well.
Theme 4: Key measures trending within hospitality industry recently for regaining
consumer confidence back, and instilling growth during recent Ciovid-19 pandemic
PARTICULARS OUTCOMES
High measures in safety and hygienic
conditions at hotels
10
High focus on digital bookings and
usage of hybrid technology
5
Sanitation and heath, temperature check
ups
5
TOTAL 20
50%
25%
25%
Key measures trending within hospitality industry
High measures in safety and
hygienic conditions at hotels
High focus on digital
bookings and usage of
hybrid technology
Sanitation and heath,
temperature check ups
Interpretation:
From the above analysis it can be understood that 10 managers out of 20 have opted that high
measures in safety and hygienic conditions at hotel premises are being taken within hospitality
industry for bringing on larger confidence growth rise among people. It also signifies that people

are largely heading to look upon best scale rise within safety and hygienic standards in
hospitality industry, while they book hotels and also this aspect holds high significance (Sobaih,
and et.al 2021). However, it is also analyzed that managers of the company should make extra
precautions in order to attract range of customers that assist to improve the revenue and sales
performance of the company.
Theme 5: Methods by which hotels within industry moving ahead with sanitation and
hygienic requirements, for strengthening best facilities
PARTICULARS OUTCOMES
Sanitation done regularly to keep up
with hygienic facilities
10
Sanitisation done once in a week 5
Rarely 5
TOTAL 20
1 2 3
0
1
2
3
4
5
6
7
8
9
10
10
5 5
Methods by which hotels within industry moving ahead
with sanitation and hygienic requirements, for strengthening
best facilities
Series1
Series2
Interpretation:
From the above analyzed data in pictorial representation, it can be understood that
Sanitation done regularly to keep up with hygienic facilities has been opted by 10 managers from

20 in total. This factor signifies that major focus has been evolving by managers to keep regular
sanitization done within hotel premises, for strengthening wider scale connective growth rise
evolved on. Sanitation practices enhance safety and best healthy standards within hotels which is
crucial factor for gaining back consumers confidence, further bringing on imperative rise within
longer time periods. In the time of pandemic, it will be beneficial for the company to sanitize
their premises at daily basis and this in turn also helps customers to stay healthy within hotels as
well.
Theme 6: Types of customers preferences for hospitality services in recent time periods
PARTICULARS OUTCOMES
5
Best safety and hygienic facilities
within hotels
5
Large well fare practices to gain
consumer confidence
5
Best medical check up facilities at hotel
for people
5
TOTAL 20

1 2 3
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
5 5 5
: Types of customers preferences for hospitality services
Interpretation: Through the above, it has been analyzed that majority of the selected respondents
are stated that there are different ways through which hospitality services may attract the
customers. Such that out of 20 respondents, 5 of them stated theOnline bookings, whereas 5 of
them stated the best safety and hygienic facilities within hotels. On the other side, 5 of them are
agreed that large well fare practices to gain consumer confidence and Best medical checkup
facilities at hotel for people are some of the top priorities by people when they book hotels. The
data further analyzed in detail that consumers look up for varied best standards within hospitality
standards services, which further enhances scope for consistency among larger business domains
(Wieczorek-Kosmala, 2021).Therefore, it is also examined that there is a need to focused upon
such aspects in order to make their business more profitable and provide effective facilities to
their customers as well.
Theme 7: Strategies hotels reacting towards adopting to new strategies, with further
forthcoming situations within recent time periods in Covid -19.
PARTICULARS OUTCOMES
Investing towards strategic vision
oriented best quality benchmarks
5
Investing on medical and well fare
practices
15

Training management expertise 5
TOTAL 20
1 2 3
0
2
4
6
8
10
12
14
16
5
15
5
Strategies taken by hotel
Interpretation:
From the above analyzed aspects within pictorial presentation, it can be analyzed that Investing
on medical and well fare practices has been opted by 10 people out of 20, which shows that
maximum people are further investing to bring on best standards growth strategically. By
heading on towards developed consistency rise among best hygienic and safety standards rise,
larger new functional advancement is focused on for engaging towards rapid expertise factors
(Breier and et.al,., 2021). In accordance with the above table and graph, it has been analyzed that
there is a need to make changes in the existing products and services by hospitality sector that
assist to improve the grab attention of many customers towards it. This in turn raises the overall
performance in an effective manner.
Conclusion
From the above analyzed aspect within research report, it can be analyzed that
hospitality industry has been majorly hit by Covid-19 pandemic within world parameters

where companies are facing varied challenges. With the help of secondary research it has been
identified that sector faces numerous challenges which include changing preference of customers
and decrease in the sales performance etc. However, the entire research study is based upon the
qualitative study and that is why, it assists to determine the facts and theories in order to identify
the ways through which hospitality industry can combat. Along with this, it also assists to
determine the challenges that cause adverse impact upon the business due to pandemic.
The research has concluded through research methods, where new recent trends such as
best health and safety measures are being taken by hotels for gaining travelers confidence
towards more bookings. Also strategic digital promotions, related with new safety measures
taken up by companies, bring on scope for future new vision oriented growth along with
strategies such as regular sanitation and temperature check enhances new functional goals. The
research has also concluded in detail that managers are brainstorming towards advanced scale
rise within hospitality facilities with latest safety protocols, by investing towards rapid
connective benchmarks within changing hemispheres.
Recommendations
Throughout the above analysis, it has been examined that there is a need to change the
system and adopt innovative strategies that are applicable to combat from such situation.
Therefore, there are many ways mentioned below that helps to meet the defined aim.
 There are further varied strategies, where strategic advancement and new scale rise
towards primitive work enlargement has to be further worked on by hospitality
companies within global industry (Smart and et.al, 2021). Study has analyzed in detail
that hospitality companies new investments have to further correlated to bring on specific
working rise actively as per best vision or strengthening key synergies within diverse
run.
 Further, it has been also examined that companies need to invest on training staff further
with best safety and welfare practices, for scaling up potential risk factors and also to
envision future business targets strategically towards gaining best expertise (Gunay and
Kurtulmuş, 2021). This further also expands commercial focus for pertaining larger
specific consumers confidence, and to keep up with regulatory laws during pandemic.

 In addition to this, it is also suggested to the companies to use advance technologies and
start offering discount and valid coupons to their regular customers that helps to meet the
defined aim and make changes in their existing policies. Through this method, companies
operating under hospitality industry should use such methods in order to improve the
overall performance and generate the valid outcomes as well.

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Management.
Online
2021 Top hospitality industry trends. 2021. [Online]. Available through:
<https://hospitalityinsights.ehl.edu/hospitality-industry-trends>.

APPENDIX 1
Questionnaire
1 Has consumer bookings declined withinpandemic time period within hotel, during ongoing
global Covid-19 pandemic ?
 Yes
 No
2 What are the challenges which hospitality companies are widely facing in recent time period
of global pandemic?
 Decline in consumer bookings
 Shut down of hotels
 Decline in revenue targets
3 Are managers taking up strict measures for gaining analysis on revenue and quality
benchmarks within regulatory business standards?
 YES
 No
4 What key measures are trending within hospitality industry recently for regaining consumer
confidence back, and instilling growth during recent Ciovid-19 pandemic?
 High measures in safety and hygienic conditions at hotels
 High focus on digital bookings and usage of hybrid technology
 Sanitation and heath, temperature check ups
5 How are hotels within industry moving ahead with sanitation and hygienic requirements, for
strengthening best facilities?
 Sanitation done regularly to keep up with hygienic facilities

 Sanitization done once in a week
 Rarely
6 What are customers preferences, when they opt for hospitality services in recent time periods?
 Online bookings
 Best safety and hygienic facilities within hotels
 Large well fare practices to gain consumer confidence
 Best medical check up facilities at hotel for people
7 How are the hotels reacting towards adopting to new strategies, with further forthcoming
situations within recent time periods in Covid -19?
 Investing towards strategic vision oriented best quality benchmarks
 Investing on medical and well fare practices
 Training management expertise
8 As manager, what are your future plans to combat the Covid 19 crisis on hospitality industry?

APPENDIX 2
RESEARCH PROPOSAL
Background
Pandemic refers to the situation which is faced by worldwide which impacts the large
number of people. It mainly accounts for the scenario which impacts the business practices in
heavy manner and results into change. In the current scenario covid 19 is referred as pandemic
crises which is adversely affecting all over the world. This particular study focuses on analyzing
the impact of pandemic on the hospitality sector which contributes largely in development and
growth of nation. Study focuses on evaluating how hospitality industry has faced challenges that
enabled sector to change after the covid 19 crises.
Aim
To investigate the ways in which hospitality sector has been changed since the Pandemic
Objective
 To identify the trend of hospitality industry during the covid-19
 To examine the challenged faced by hotels since pandemic
 To ascertain strategies used by hotels in order to combat the situation of pandemic
 To recommend the best ways through which hotels may back on track after the covid 19
and enhance its performance.
Research question
 What are the trends of hospitality sector?
 What are the challenges faced by hotels since pandemic?
 What are the strategies for combating situation of covid 19?
 What are the ways through hospitality sectors can back on track after pandemic to
enhance its performance?

Rationale
The rationale behind selecting this particular topic is that all nations are suffering from
the pandemic scenario which will aid organizations to understand the factors affecting heavily
their hospitality businesses. This is considered to be issue as UK’s hospitality industry
contributes majorly in increasing its gross domestic product and enable country to grow in rapid
speed. It is found to be essential as various measures have been taken by country to overcome
this crises but it has become part of the world so identifying crucial components that can help in
attaining sustainability is important for hospitality industry.
Significance
The research study will help various types of party to gain the knowledge. Organizations
operating in hospitality sector of United Kingdom will be able to know essential information
which can aid in attaining growth. Other industry can as well find this beneficial for identifying
the strategies in order to deal with pandemic. Scholar conducting research on the similar topic
can utilize this as source fro supporting their primary study to get more deep knowledge. This
research can also be significant for students and other learners having interest in this field.
LITERATURE REVIEW
According to Gursoy and Chi (2020) pandemic situation refers to the epidemic happening
to worldwide area covering all the nation. In addition to this, covid 19 crises has been referred as
pandemic situation which is deeply threatening the nation’s strengths and reducing resources. It
is worst scenario that world has ever faced as this is largely impacting the growth of sectors. In
against of this, Davahli and et.al., (2020) depicted that it is global spread of disease which result
in infecting people and declining world trade practices. This is considered to be beneficial in
some way as it is helping the environment in positive manner which was before harmed by
pollution, etc.
In the opinion of Malhotra (2021) there are various challenges that has affected the
hospitality trend. In addition o this, the challenges comprises level of complexity of increased
standards of health & safety and change in tourism behavior. This is identified as most
important factors which has majorly impacted that hospitality sector as taking more precautions
regarding safety through marinating hygiene result in increased cost. Tourism has decreased due

to fear of getting infected therefore it is as well found to be crucial to take into consideration. In
against of this, Ntounis and et.al., (2021) said that the challenges which are becoming obstacle
due to mentioned scenario is increased unemployment rate, etc. Hospitality sector is included in
luxury and leisure services which is majorly get affected from the purchasing power of
customers. By contrasting this Li, Yao and Chen (2021) articulated that one of the crucial and
only element that need to be focused is unavailability of resources for smooth functioning as due
to pandemic less number of people tend to go outside as their major priority is the safety of their
life. It influences in depth manner to working of sector.
According to Kaushal and Srivastava (2021) the most effective strategy to overcome the
prevailing situation is to maintain hygiene and sanitation for handling the covid 19 crises. In
contrast to this, Madeira, Palrão and Mendes (2021) stated that following effective marking
strategy for attracting customers through adopting business based platform can improve the
functioning of organization. In against of this, Lim and To (2021) said that adopting complexity,
social exchange theory for having better strategic plan can benefit the industry to grow by
overcoming challenges.
RESAERCH METHODLOGY
Research type
There are two types which comprises qualitative and quantitative. In order to accomplish
the objective of current study qualitative research will be conducted by scholar.
Research approach
Inductive and deductive are two research approaches which can be taken into consideration
(Mkandawire, 2019). The inductive approach will be used by researcher to support qualitative
research.
Research philosophies
These can be divided in two ways which includes interpretivism and optivism . for this
particular study scholar will utilize interpretivism research philosophy (Gaus, 2017).

Data collection
In two methods data can be collected such as primary and secondary, both sources will be
used by researcher for attaining the objective of specified topic.
Data analysis
Thematic an SPSS are two methods for analyzing the collected data. This will be done
scholar through taking thematic approach in consideration.
Reliability and validation
The data collected will not be changed by research so that accurate outcome can be
obtained. In addition to this, valid sources for gathering of data will be used
Limitation
The main limitation which can be faced by researcher is limited availability time and
resources for successfully carrying the research.
TIMELINE
Activity/
Weeks
1 2 3 4 5 6 7 8 9 10
Topic
selection
Aims and
objective
formulation
Literature
review
Research
methodology
Questionnaire

designing
Data
collection
Data
structuring
Data analysis
Concluding
and findings
File
submission
Feedback

REFERENCES
Books and Journals
Davahli, M. R. and et.al., 2020. The hospitality industry in the face of the COVID-19 pandemic:
Current topics and research methods. International Journal of
Environmental Research and Public Health. 17(20). p.7366.
Gaus, N., 2017. Selecting research approaches and research designs: A reflective
essay. Qualitative Research Journal
Gursoy, D. and Chi, C.G., 2020. Effects of COVID-19 pandemic on hospitality industry: review of
the current situations and a research agenda.
Kaushal, V. and Srivastava, S., 2021. Hospitality and tourism industry amid COVID-19 pandemic:
Perspectives on challenges and learnings from India. International Journal
of Hospitality Management. 92. p.102707.
Li, Y., Yao, J. and Chen, J., 2021. The negative effect of scarcity cues on consumer purchase
decisions in the hospitality industry during the COVID-19
pandemic. International Journal of Hospitality Management. 94.
p.102815.
Lim, W. M. and To, W. M., 2021. The economic impact of a global pandemic on the tourism
economy: the case of COVID-19 and Macao’s destination-and gambling-
dependent economy. Current Issues in Tourism, pp.1-12.
Madeira, A., Palrão, T. and Mendes, A. S., 2021. The Impact of Pandemic Crisis on the Restaurant
Business. Sustainability. 13(1). p.40.
Malhotra, M., 2021. PARADIGM SHIFT IN THE GLOBAL HOSPITALITY INDUSTRY-
IMPACT OF PANDEMIC COVID-19. International Journal on Recent
Trends in Business and Tourism (IJRTBT). 5(1). pp.30-32
Mkandawire, S. B., 2019. Selected common methods and tools for data collection in
research. Selected Readings in Education, 2, pp.143-153
Ntounis, N. and et.al.,2021. Tourism and Hospitality industry resilience during the Covid-19
pandemic: Evidence from England. Current Issues in Tourism. pp.1-14.

APPENDIX 3
Presentation
Slide 1

Slide 2

Slide 3

Slide 4
Interpretation:
From the above analysis it can be analysed that 15 out of 20 managers have said that
consumers bookings have been declined during the recent time period due to global covid-19
pandemic. The pictorial data analyses specific focus on aspects where recent working scenarios
are widely creating negative impact on functional avenues, and has been also impacting revenue
and goodwill parameters. Only 5 managers have said no, which shows that this aspect has been
less significant for strengthening analysis as major numbers have opted that bookings in
hospitality industry has been significantly declining due to less customers opting for travel.

Slide 5
Interpretation:
The pictorial representation shows that decline in consumer bookings and shut down of
hotels have been opted by 5 managers each out of 20 managers, and further decline in revenue
have been opted by 10 people out of 20 as challenge within hospitality industry. The analysis
shows explanation factors, where revenue decline has been opted by major sections of managers,
where this significantly shows varied aspects within changing time periods at recent
hemispheres. Hospitality services are widely declining in recent time periods, where
international travel is complete shutdown and also further decline in preferences among
consumers to travel has been also reduced (Park and Jones, 2021).

Slide 6
Interpretation:
From the pictorial representation, it can be analyzed that 5 out of 20 managers have opted
that they are taking immediate actions and strict steps for analyzing revenue and quality
benchmarks which shows major accuracy is being correlated for immediate strengthened scope.
The data has been also able to further bring on connective strengthened scope for strengthening
analysis, where only 5 people have opted for no which shows minimum negative factor. As
maximum numbers are positively heading towards establishing new strategies , forecasting new
implications for practical engagement among customers bookings this shows that managers are
taking positive actions for further synchronizing larger actions within hospitality industry
domains.

Slide 7
Interpretation:
From the above analysis it can be understood that 10 managers out of 20 have opted that high
measures in safety and hygienic conditions at hotel premises are being taken within hospitality
industry for bringing on larger confidence growth rise among people. It also signifies that people
are largely heading to look upon best scale rise within safety and hygienic standards in
hospitality industry, while they book hotels and also this aspect holds high significance (Sobaih,
and et.al 2021).

Slide 8
Interpretation:
From the above analyzed data in pictorial representation, it can be understood that
Sanitation done regularly to keep up with hygienic facilities has been opted by 10 managers from
20 in total. This factor signifies that major focus has been evolving by managers to keep regular
sanitization done within hotel premises, for strengthening wider scale connective growth rise
evolved on. Sanitation practices enhance safety and best healthy standards within hotels which is
crucial factor for gaining back consumers confidence, further bringing on imperative rise within
longer time periods.

Slide 9
Interpretation: Online bookings, best safety and hygienic facilities within hotels, large well fare
practices to gain consumer confidence and Best medical checkup facilities at hotel for people
are some of the top priorities by people when they book hotels. The data further analyzed in
detail that consumers look up for varied best standards within hospitality standards services,
which further enhances scope for consistency among larger business domains (Wieczorek-
Kosmala, 2021).

Slide 10
Interpretation:
From the above analyzed aspects within pictorial presentation, it can be analyzed that Investing
on medical and well fare practices has been opted by 10 people out of 20, which shows that
maximum people are further investing to bring on best standards growth strategically. By
heading on towards developed consistency rise among best hygienic and safety standards rise,
larger new functional advancement is focused on for engaging towards rapid expertise factors
(Breier and et.al,., 2021).

Slide 11
Also strategic digital promotions, related with new safety measures taken up by companies, bring
on scope for future new vision oriented growth along with strategies such as regular sanitation
and temperature check enhances new functional goals.
The research has also concluded in detail that managers are brainstorming towards advanced
scale rise within hospitality facilities with latest safety protocols, by investing towards rapid
connective benchmarks within changing hemispheres (Smart and et.al, 2021).

Slide 12
Companies need to invest on training staff further with best safety and welfare practices, for
scaling up potential rise factors and also to envision future business targets strategically towards
gaining best expertise (Gunay and Kurtulmuş, 2021). This further also expands commercial
focus for pertaining larger specific consumers confidence, and to keep up with regulatory laws
during pandemic.

Slide 13