Post-COVID Hotel Promotion: Analyzing Marketing Strategies at Hilton

This report investigates the impact of marketing strategies on hotel promotion following the COVID-19 pandemic, focusing on a case study of Hilton. It examines the role and importance of marketing in reviving the hospitality industry, evaluates the challenges hotels face in implementing new marketing strategies, and recommends improvements. The methodology combines qualitative and quantitative approaches, using random sampling to gather data from 20 respondents. Results indicate a positive impact of marketing strategies, such as social media marketing and sales promotions, on hotel operations. The report also identifies challenges like consumer fear of infection and regulatory compliance. The study concludes that effective marketing is essential for the success of hotels in the post-pandemic environment.

Quantitative Research
Methods for Social Scientists
CW1 Coursework

ABSTRACT
In the current environment the pandemic is affecting the working in operations of the
company all over the world. Particularly within the hospitality sector as well the impact of covid-
19 was negative. The current report has discussed about the impact of various marketing
strategies over the working of company. In addition to this the result section has also highlighted
that the use of different marketing strategies creates a positive impact over working of the hotel.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
Literature review.........................................................................................................................4
Methodology...............................................................................................................................5
Results.........................................................................................................................................6
Discussion.................................................................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14
APPENDIX....................................................................................................................................15

INTRODUCTION
The current COVID 19 has affected the operation and working of the hospitality sector.
Hence for the revival of the business after the COVID situations the use of marketing is very
essential for the success. The present study will outline the various marketing strategy and its
impact over the promotion of hotels after the covid-19 situation.
Aim and objectives
'To analyse the impact of marketing strategy within the promotion of hotels after COVID 19. A
study on Hilton.
Objectives
 To analyse the role and importance of marketing within the revival of the hospitality
industry.
 To examine the impact of marketing strategies in better and effective overcoming of the
hotels after pandemic.
 To evaluate the challenges being faced by hotels in implementing the new marketing
strategies.
 To recommend some of the improvement within the marketing strategy being applicable
to the Hilton hotel.
Research question
1. What is the role and importance of marketing in revival of hospitality sector?
2. What is the impact of marketing strategies over the working and operation of hotel after
pandemic?
3. What are the various challenges which the hotels face while implementing the marketing
strategy?
Literature review
As per the views of Ho and et.al., (2021) it is evaluated that the use of marketing is very
essential for the success of the business. Particularly after the effects of the current pandemic
team marketing has become a crucial part of the business. In case the marketing is not done in
proper manner then it will result in loss for the hotels. On the other hand, Ohe (2020) argued that
the use of marketing creates a positive impact over the performance of the hotel and its success.

The reason underlying this part is that when the marketing will be done and proper manner than
it will attract the attention of the consumers and the sale of the business will improve and
increase.
Moreover, in against of this van Leeuwen Boomkamp and Vermolen (2021) analysed that
use of social media marketing creates a positive impact over the working efficiency of the hotels.
The reason underlying this fact is that in the current modern world consumers are used to internet
and the social media. The marketing with help of social media platforms will grab the attention
of the consumers to a great extent. And as a result of this the operations of the company after
pandemic will improve.
Methodology
Methods used
The method used within the research is combination of qualitative and quantitative study
related to the research area. The reason behind the selection of this is that the combination will
provide more reliable and accurate information and will assist in effective analysing the research
topic.
Sampling
The sampling method being undertaken within the research was the random sampling
method and on that basis 20 respondents were selected battles 10 males and females (Snyder,
2019). Sample will include friends and family or the other students who are over the age of 18
years
Research process
Along with this the research process will include collecting the data from the primary
respondents and applying different statistical tools over dragged data. After the outcome of the
data analysis it will be integrated with help of the secondary information and sources.
Ethical consideration
The ethical consideration to be e considered at time of doing the research was the
collection of the data. The data was collected from the respondents by their written consent only.
In addition to this data was not collected from any of the unreliable or unauthenticated source.
Reflexivity
The part played within the research was the analysis of the data which is the most crucial
element. The reason underlying this fact is that in case the data will not be evaluated properly

then the outcome will not be good (Mohajan, 2018). Hence the use of the data analysis
techniques need to be undertaken in proper and effective manner so that objective of the study
can be attained.
Results
Descriptive statistics
Frequency Table
Table 1
Q1. What is your gender?
N Valid 20
Missing 0
Mean 1.3000
Median 1.0000
Mode 1.00
Std. Deviation .47016
Variance .221
Sum 26.00
Q1. What is your gender?
Particular Frequency Percent
Valid
Male 14 70.0
Female 6 30.0
Total 20 100.0
Table 2
Q2. What is your age?
N Valid 20
Missing 0
Mean 1.6000
Median 1.0000
Mode 1.00
Std. Deviation .82078

Variance .674
Sum 32.00
Q2. What is your age?
Particular Frequency Percent
Valid
Young 12 60.0
Middle 4 20.0
Old 4 20.0
Total 20 100.0
Table 3
Q3. Are you aware of the concept of
marketing post pandemic?
N Valid 20
Missing 0
Mean 1.3500
Median 1.0000
Mode 1.00
Std. Deviation .48936
Variance .239
Sum 27.00
Q3. Are you aware of the concept of marketing post pandemic?
Particular Frequency Percent
Valid
Yes 13 65.0
No 7 35.0
Total 20 100.0
Table 4
Q4. What is the impact of using the
marketing in promotion of hotel and its
services?

N Valid 20
Missing 0
Mean 1.7000
Median 1.0000
Mode 1.00
Std. Deviation .86450
Variance .747
Sum 34.00
Q4. What is the impact of using the marketing in promotion of hotel and its services?
Particular Frequency Percent
Valid
Positive 11 55.0
Negative 4 20.0
No impact 5 25.0
Total 20 100.0
Table 5
Q5. What are the various strategy used for the
promotion of the hotel after the pandemic?
N Valid 20
Missing 0
Mean 3.2500
Median 4.0000
Mode 4.00
Std. Deviation 1.06992
Variance 1.145
Sum 65.00
Q5. What are the various strategy used for the promotion of the hotel after the pandemic?
Particular Frequency Percent
Valid Social media marketing 2 10.0
Sales promotion 3 15.0
Loyalty scheme 3 15.0

All of the above 12 60.0
Total 20 100.0
Table 6
Q6. What is the impact of using the various
marketing strategies over the working of the
hotel?
N Valid 20
Missing 0
Mean 3.1500
Median 4.0000
Mode 4.00
Std. Deviation 1.08942
Variance 1.187
Sum 63.00
Q6. What is the impact of using the various marketing strategies over the working of the
hotel?
Particular Frequency Percent
Valid
Increase in number of consumers 2 10.0
Increase in knowledge of consumer
relating to the services of hotel 4 20.0
Facing the competitive market 3 15.0
All of the above 11 55.0
Total 20 100.0
Table 7
Q7. Are there any of the challenges relating to
the use of marketing within the hotel
promotion?
N Valid 20

Missing 0
Mean 1.3500
Median 1.0000
Mode 1.00
Std. Deviation .48936
Variance .239
Sum 27.00
Q7. Are there any of the challenges relating to the use of marketing within the hotel
promotion?
Particular Frequency Percent
Valid
Yes 13 65.0
No 7 35.0
Total 20 100.0
Table 8
Q8. From the following which are the major
challenges which the company faces due to
implementation of the marketing?
N Valid 20
Missing 0
Mean 2.9500
Median 3.0000
Mode 4.00
Std. Deviation 1.14593
Variance 1.313
Sum 59.00
Q8. From the following which are the major challenges which the company faces due to
implementation of the marketing?
Particular Frequency Percent

Valid
Fear of consumer for getting infected 3 15.0
Different regulatory and compliance
requirement 4 20.0
High unemployment 4 20.0
All of the above 9 45.0
Total 20 100.0
Table 9
Q9. Can these challenges be overcome in
improving the business?
N Valid 20
Missing 0
Mean 1.3500
Median 1.0000
Mode 1.00
Std. Deviation .48936
Variance .239
Sum 27.00
Q9. Can these challenges be overcome in improving the business?
Particular Frequency Percent
Valid
Yes 13 65.0
No 7 35.0
Total 20 100.0
Table 10
Q10. From the following which can be the
better solution for improving the marketing
of the company?
N Valid 20
Missing 0
Mean 2.9000

Median 3.0000
Mode 4.00
Std. Deviation 1.11921
Variance 1.253
Sum 58.00
Q10. From the following which can be the better solution for improving the marketing of
the company?
Particular Frequency Percent
Valid
Auditing the market research 3 15.0
More focus on internet marketing 4 20.0
Continuous taking feedback from the
consumers 5 25.0
All of the above 8 40.0
Total 20 100.0
By the analysis of the results it is clear that respondents are having proper knowledge
relating to the concept of marketing and its importance post pandemic. Also, it was analysed that
the use of different marketing strategies like social media, sales promotion and other aspect
needs to be taken care by the hotel for its revival.
Further with help of the cross tabulation it is clear that the on the basis of gender, the total
of 14 males and 6 females answered all the question. Along with this, on the basis of age, it was
concluded that majority of the respondent were young that is 12 and remaining were middle that
is 4 and old also 4.
Discussion
With the above analysis of the descriptive analysis it is clear that the most common
gender which is being used for the data collection is made. For the people belonging to the age
category was young who were maximum. Along with this one asked for the concept of
marketing it was seen that maximum of the people is having knowledge relating to the concept