Unit 19 Research Project: Sustainability in Hospitality - IHG Analysis

This report delves into the significance of sustainability within the hospitality sector, specifically analyzing how eco-friendly initiatives, strategies, and policies influence consumer decision-making when selecting a hotel. The research focuses on IHG as a case study, exploring its undertaken eco-friendly initiatives and their impact on customer awareness and business practices. The report includes a detailed analysis of the research aims, objectives, and methodologies employed, including reflections on their effectiveness and alternative approaches. It also presents recommendations for IHG to enhance its sustainability practices and address challenges related to technological advancements and customer expectations. The report concludes with a reflection on the value gained from conducting the project and its usefulness in supporting organizational performance within the context of a competitive marketplace. The report also provides detailed information on the research outcomes, challenges faced during data collection, and proposed recommendations for IHG to improve customer engagement and brand reputation through enhanced sustainable practices. The study emphasizes the importance of adapting to technological changes, improving customer experiences, and implementing eco-friendly strategies to maintain a competitive edge and ensure long-term sustainability.

Sustainability in the
Hospitality industry Part 2

Contents
TOPIC: “The role that eco-friendly initiatives, strategies and policies have upon consumer
decision making in choosing a hotel”..............................................................................................1
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Research Aim...............................................................................................................................1
Research Objectives.....................................................................................................................1
P5 Communicate research outcomes in an appropriate manner for the intended audience........2
P6 Reflect on the effectiveness of research methods applied for meeting objectives of the
research project............................................................................................................................3
P7 Consider alternative research methodologies and lessons learnt in view of the outcomes....4
Recommendations............................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

TOPIC: “The role that eco-friendly initiatives, strategies and policies have
upon consumer decision making in choosing a hotel”.
INTRODUCTION
Sustainability is considered as the quality of being competent for continuing longer period.
Moreover, this concentrates upon accomplishing the requirements of current without
compromising the ability of future generation for meeting its desires. Additionally, hotels which
are focused towards eco- friendly in use of material, water and others that does not strengthen
affects upon environment. For attracting huge customer base, eco- friendly initiatives, tactics and
policies and others plays vital role upon consumers’ decision making in respect of hospitality
industry (Ahn and Kwon, 2020). Also, for grabbing the attention of huge customers, eco-
friendly initiative, tactics and norms plays vital role upon decision making of consumers in
respect of opting effective hotel. Environmental management standards as well as certification
boost the confidence of guest within delivering of hotel services and also contribute towards their
monetary and ecological implementation with aids of reducing atmospheric affects and
development of management controls. For this report, the undertaken hotel is IHG which is one
of the leading British multinational hospitality firms. Its headquarters is in Buckinghamshire,
Denham, England. Also, they have around 889, 582 guest rooms and above 5, 900 hotels all over
100 countries. In this report, the research outcomes and effectiveness of various research
methods are explained. Moreover, recommendations and alternative research methodologies are
also provided in this report.
MAIN BODY
Research Aim
To analyse the impact of eco-friendly initiatives, strategies and policies in decision
making of customer within hospitality industry. A study on IHG.
Research Objectives
 To explore various eco-friendly initiatives and strategies undertaken by IHG.
 To investigate the impact of eco-friendly initiatives in raising awareness for customer in
hospitality industry.
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 To examine challenges faced by IHG while implementing eco-friendly initiatives within
business practices
P5 Communicate research outcomes in an appropriate manner for the intended audience.
This has been analysed that eco-friendly strategies, initiative and policies may be
undertaken through hospitality company for influencing the decision making of customers so that
they may able to grab the advantages that are facilitated through them. As the eco- friendly
tactics, initiatives as well as policies plays crucial role to influence the decision making of
customers and to select hotel for holidays or business purposes (Chung, 2020). As at current
time, individuals are much focused towards eco-friendly aspects so they usually opt those hotels
that are performing some effective ecological practices. In respect of this, they undertake several
eco- friendly strategies, initiative and others which would helpful in enhance their brand
reputation and grab the attention of larger customer base. Moreover, this is advantageous for the
sustainability of entity and also develops favourable affects upon customer base as well as their
growth. In addition to this, it has been also determined that in respect of IHG, these initiatives is
vital as well as essential for building the base of customers and developing their reputations
within competitive marketplace. Additionally, sustainability is also crucial for hotel as this
assists them to minimise and manage the cost that helps them to develop their customer buying
behaviours. Furthermore, this is also ascertained that sustainability within business supports to
provide knowledge as well as information related to future requirements. Also, there are various
types by which hotel may able to influence decision making of customers and promoting
sustainability into market area such as utilise green technology, water and energy conservation,
process of recycling, management of waste as well as building value proposition and many more
(de Leaniz, Crespo and López, 2020). All these would aids into making decision of consumers
related to their facilities and services as well as improve its brand reputation within market area.
Based upon the results, this have been also determined that firm such as IHG required to develop
centre upon their sustainable tactics as this would assists them to develop its number of
consumers due to that it may develop their business. Apart from this, it has been also determined
that there are various ways which is helpful for hotel like IHG in enhancing their base of
customers in effective and efficient manner. so, for instances their management may undertakes
ways like Hotel guest experiences, mobile marketing, optimise firm websites for voice searching,
showcase their products and facilities with assistance of virtual reality and also 360 degree video
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representation, installation of green technology to its benefits, unlock key less entry for ultimate
guest experiences. Also, they may develop dedicated areas for co-workers as well as advanced
meeting room and many others. Moreover, this would also aids into formation into marketplace
for longer duration and attain their pre-determined goals in well-develop way.
It has been also analysed that there are various challenges as well as problems that are
faced through hospitality industry for influencing customers related to their services and
facilities. So, some challenges are cleanliness as now days individuals are much concentrated
towards their health so for this, Hotel have to undertake the hygiene and cleaning aspects (Five
challenges facing the hotel industry, 2020). The other challenges is advanced technology so the
management of IHG have to keep updated with new technology and use those into their services
so that they can able to attract huge guest towards their services and also provide them effective
services. Therefore, whole these would outcomes in developing greater customer experience and
also helpful into their sustainability for longer durations within competitive market area
(González-Rodríguez, Díaz-Fernández and Font, 2020).
P6 Reflect on the effectiveness of research methods applied for meeting objectives of the
research project.
It is a great opportunity for me to perform this research on topic such as analyse the impact
of eco-friendly initiatives, strategies and policies in decision making of customer within
hospitality industry. As at present times, eco- friendly tactics, initiatives as well as policies plays
crucial role to influence the decision making of customers (Han, 2020). Moreover, this is vital
for centre development upon forming as well as using sustainable energy in respect of obtaining
higher growth at market area. Moreover, respective research assisted as well as supported me to
gain deep and brief understandings regarding the various initiative as well as tactics undertaken
by hotel. Additionally, I would also obtain knowledge about various ways which is helpful for
hotel like IHG in enhancing their base of customers in effective and efficient manner. so, for
instances their management may undertakes ways like Hotel guest experiences, mobile
marketing, optimise firm websites for voice searching, showcase their products and facilities
with assistance of virtual reality and also 360 degree video representation, installation of green
technology to its benefits, unlock key less entry for ultimate guest experiences. Also, they may
develop dedicated areas for co-workers as well as advanced meeting room and many others. In
addition to this, with assistance as well as support of respective research, I become competent for
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developing my communication skills. Also, other research competencies are effective data
accumulation, time management, research skills, data evaluation and many others. Apart from
this, I also faced few issues as well as challenges while performing respective investigation that
is accumulating information as person are not effectively responding towards particular
questions as they are not showing its willingness while providing answers. Additionally, the
other reasons related to its unwillingness attitudes is answering the questionnaires as because of
some pandemic situations as they are concern about social distancing and not ready to give
appropriate answers (Han, Chua and Hyun, 2020). But due to my ways of interactions as well as
convenience skills, I become competent to accumulated data that I required as well as also
assisted me for drawing accurate and effective conclusions. Along with this, I have not any data
related to how to formulate Gantt Chart but with aids of my superiors as well as my
understandings capabilities, I may able to develop effectively as well as applied in case of
evaluating time that are required for accomplishment of research. Also, this investigation as well
as study aids me into my future time duration in respect of performing investigation and also
obtain much option of growth and opportunities efficiently.
P7 Consider alternative research methodologies and lessons learnt in view of the outcomes.
For all researchers, this is difficult for opting effectual methods of research in respect of
obtaining much favourable outcomes. Moreover, there are various data methods that may be
undertaken through investigators for gathering as well as accumulating information and in dept
understandings from respondents (Kwon and Boger, 2020). For respective research,
questionnaires are considered as this aids researcher to perform their survey effectively and
efficiently. Also, questionnaires is considered as one of the essential instrument of research
which aids in gathering data which is effectual as well as effective as this facilitates accurate
information as per figures and statistics. Additionally, this has been also analysed that survey is
likewise questionnaires which is helpful in collecting data appropriately and at less time
durations. Survey research methods is also undertaken as effectual tools in respect of
accumulating brief, relevant and efficient information as well as the key reasons beside opting
this methods is that it is easy and simple for using and also understandings others perspectives
along with this, there are various eco-friendly tactics, initiatives and policies such as waste
management, green technology installation, energy or water conservation and many others are
undertaken through entity’s management in order to influence the decision making of customers
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towards respective firm services. Apart from this, it is also advantageous for firm sustainability
at longer duration and helpful into its growth as well as development effectively.
Recommendations
Based upon the analysis, it has been recommended that for dealing with various problems as
well as challenges that are faced by IHG hotel related to influencing the decision making of
customers are discussed below:
 The higher authorities of IHG hotel has to formulate as well as implement eco-friendly
tactics, initiatives and policies in efficient way so that it helps them to overcome from the
challenges related to influencing decision making of customers and also grab their
attention towards firm’s facilities and services. Also, it would be the effective
sustainability practices which aid them for maintaining as well as retaining into market
area for longer durations and also obtain huge growth effectively.
 There are several technologies which are enhancing as per growing period and also
develop various challenges for organisations. So, in respect of IHG, their management
have to faces some challenges related to technology that impacts its power to influence
customers. Therefore, through utilising new creative as well as advanced technology its
management have to manage the overall technological problems. In addition to this, they
also have to upgrade their payment applications, booking application and many others
(Nimri and et. al., 2020). As because of pandemic situations individuals are very much
concern about their health and try to pay their whole bills with assistance of e-payment
and many more these types of services.
 Furthermore, this has been also suggested that organisation may develop as well as
improve their services through showcase their products and facilities with assistance of
virtual reality and also 360 degree video representation, installation of green technology
and many others that they may provides to their customers as this aids them to grab their
huge guest attention and also helpful in influencing its decision making in respect of
choosing best hotel options. Also, this helps their business development and
sustainability for longer period.
 In addition to this, it has been also recommended that for dealing with the challenges of
cleanliness or hygiene it may concentrates upon their hygiene policies that are formulated
through respective country’s national authorities (Ponnapureddy and et. al., 2020). Also,
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it would aids IHG to keep focused towards cleanliness and obtain huge attention of
individuals as during pandemic situations individuals undertakes this aspects as prior
during choosing any kind of hotel.
 Apart from all these, it has been also recommended that the management of IHG may
facilitates training as well as development programmes to their staff members related to
various environmental management standards as well as certification because this boost
the confidence of their staff while delivering of hotel services and also contribute towards
their monetary and ecological implementation with aids of reducing atmospheric affects
and development of management controls. Therefore, all these may provide appropriate
knowledge and also they may develop its experiences and do effectual contributions in
performing their business in effective and efficient way.
 In addition to this, it has been also recommended that various ways that hotel have to opt
which are helpful for hotel like IHG in enhancing their base of customers in effective and
efficient manner. so, for instances their management may undertakes ways like Hotel
guest experiences, mobile marketing, optimise firm websites for voice searching,
showcase their products and facilities with assistance of virtual reality and also 360
degree video representation, installation of green technology to its benefits, unlock key
less entry for ultimate guest experiences (Tanford, Kim and Kim, 2020). Also, they may
develop dedicated areas for co-workers as well as advanced meeting room and many
others.
CONCLUSION
From the above report, this has been concluded that utilisation of effectual eco- friendly
tactics, initiatives as well as policies plays crucial role to influence the decision making of
customers. Moreover, this is vital for centre development upon forming as well as using
sustainable energy in respect of obtaining higher growth at market area. Along with this, it is also
summarised that within hospitality industry, sustainability practices a vital aspects as this aids
them for maintaining as well as retaining into market area for longer durations and also obtain
huge growth effectively. In addition to this, there is several ways that may be undertaken as well
as utilised through entity in respect of taking eco- friendly initiative at market areas.
Furthermore, this is essential for researcher for using appropriate methods of data accumulations
so that accurate as well as reliable conclusion can be drawn. Additionally, this has been also
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summarised that questionnaires is considered as one of the essential instrument of research
which aids in gathering data which is effectual as well as effective as this facilitates accurate
information as per figures and statistics. Furthermore, this has been also concluded that Gantt
chart allows survey or for dividing the actions based upon the given time duration due to which
goals can be attained upon pre-determined period. Apart from this, this is vital or researcher for
assuring that whole ethical rules are obeyed at the time of results such as anonymity, informed
consent and confidentiality.
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REFERENCES
Books and Journal
Ahn, J. and Kwon, J., 2020. Green hotel brands in Malaysia: Perceived value, cost, anticipated
emotion, and revisit intention. Current Issues in Tourism, 23(12), pp.1559-1574.
Chung, K.C., 2020. Green marketing orientation: Achieving sustainable development in green
hotel management. Journal of Hospitality Marketing & Management, 29(6), pp.722-738.
de Leaniz, P.M.G., Crespo, Á.H. and López, R.G., 2020. Customer responses to environmentally
certified hotels: The moderating effect of environmental consciousness on the formation
of behavioral intentions. Corporate Social Responsibility for Sustainable Tourism, p.134.
González-Rodríguez, M.R., Díaz-Fernández, M.C. and Font, X., 2020. Factors influencing
willingness of customers of environmentally friendly hotels to pay a price
premium. International Journal of Contemporary Hospitality Management.
Han, H., 2020. Theory of green purchase behavior (TGPB): A new theory for sustainable
consumption of green hotel and green restaurant products. Business Strategy and the
Environment, 29(6), pp.2815-2828.
Han, H., Chua, B.L. and Hyun, S.S., 2020. Consumers’ intention to adopt eco-friendly electric
airplanes: The moderating role of perceived uncertainty of outcomes and attachment to
eco-friendly products. International Journal of Sustainable Transportation, 14(9),
pp.671-685.
Kwon, J. and Boger, C.A., 2020. Influence of brand experience on customer inspiration and pro-
environmental intention. Current Issues in Tourism, pp.1-15.
Nimri, R. and et. al., 2020. Consumers’ intention to stay in green hotels in Australia:
Theorization and implications. Journal of Hospitality & Tourism Research, 44(1),
pp.149-168.
Ponnapureddy, S., and et. al., 2020. The mediating role of perceived benefits on intentions to
book a sustainable hotel: a multi-group comparison of the Swiss, German and USA travel
markets. Journal of Sustainable Tourism, 28(9), pp.1290-1309.
Tanford, S., Kim, M. and Kim, E.J., 2020. Priming social media and framing cause-related
marketing to promote sustainable hotel choice. Journal of Sustainable Tourism, 28(11),
pp.1762-1781.
Online
Five challenges facing the hotel industry. 2020. [Online]. Available Through: <
https://www.rentokil-pestcontrolindia.com/hospitality/challenges/>.
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