Sustainability in Hospitality: Strategies for Portugal Airlines

This research report examines the significance of sustainability in the hospitality industry, particularly during the COVID-19 pandemic, focusing on Portugal Airlines. It explores the meaning of sustainability, assesses current sustainability practices in the airline industry, and recommends strategies for mitigating losses incurred due to the pandemic. The report covers the impact of COVID-19 on the hospitality industry, the importance of sustainability in attracting customers, and the need for businesses to adopt environmentally conscious practices. Recommendations include reducing plastic use, promoting regular sanitization, and encouraging self-service options to enhance customer safety and confidence. The study employs an interpretivism research philosophy, utilizing interviews to gather insights from professionals in the UK hospitality sector. The research aims to provide practical strategies for hospitality organizations to improve their sustainability practices and overall performance in the face of ongoing challenges.

Research Project
Report

Executive Summary
Sustainability is important for organizations because it ensures that the company is able
to conduct its business operations in an effective manner. Apart from this, it can be stated that
there are different strategies which the companies can implement in relation to improve their
overall efficiency as well as experience a competitive advantages within the industry. The
respective report is based on Portugal Airlines that offers services to the customers across
different destinations. The outbreak of the Covid-19 has impacted the airline as well as the
hospitality industry to a great extent and it is thus important for the company to develop
strategies that are effective and can help in achieving the goals in a significant manner. The
rationale for conducting the investigation is to study the significance of sustainability because it
is useful in different real scenarios since it is helpful to carry out business effectively, in the
longer time as well. The outbreak of Covid-19 has impacted the overall business of them
organizations and many organizations have incurred losses. Therefore, it is significantly
important for the organizations to take into account the different aspects and develop strategies
that will help them in covering the losses that have been incurred because of Covid-19.

Contents
Executive Summary.....................................................................................................................................2
INTRODUCTION...........................................................................................................................................4
Contextual Background............................................................................................................................4
Rationale for Research.............................................................................................................................5
Research Scope........................................................................................................................................5
Research Objectives.................................................................................................................................5
Research Questions.................................................................................................................................5
Literature Review........................................................................................................................................6
Meaning of sustainability.........................................................................................................................6
Effect of current practices of sustainability in airlines industry...............................................................6
Some recommendations/strategies for maintaining sustainability in reducing the losses occurred due
to COVID..................................................................................................................................................7
Methodology...............................................................................................................................................8
Main Body and Findings.............................................................................................................................11
CONCLUSION.............................................................................................................................................15
Recommendations.....................................................................................................................................16
REFERENCES..............................................................................................................................................18
Appendix....................................................................................................................................................20

INTRODUCTION
The respective report aims to analyze the overall significance of sustainability in the
hospitality industry during global pandemic. Sustainability can be referred as a type of approach
that is primarily inclined towards creating value for long-term for the organization by
considering the way in which a business operates. It can be said that hospitality industry is nown
as one of the most significant industries in the whole world that comprise of different activities
such as lodging, transportation, travel as well as accommodation (Adamov and et.al., 2020). It
could be said that sustainability is significant for every type of businesses because it
accommodates in grabbing attention of greater number of people as well as building a strong
brand image of the company. It is important for any organization to implement effective
sustainability practices as well as strategies to help the customers have a positive experience. As
a result, they would consider returning back. Also, with an increase in the level of awareness
among the people, many organizations operating within the hospitality industry have started to
include sustainability practices to ensure that the practices are conducted in an effective manner.
organization chosen for this report is Portugal Airline, that offers various flight services to the
customers in order to serve their needs as well as preferences. The outbreak of the pandemic has
impacted the way in which organizations operate as well as the level of their profitability. The
current report would describe the meaning of sustainability and the present practices of
sustainability in airlines during the time global pandemic i.e. COVID-19. Also, it would also
give recommendations about better strategies to maintain sustainability for mitigating the losses
happened due to global pandemic COVID-19.
Contextual Background
The respective report is based on analyzing the significance of sustainability to change
hospitality industry in the global pandemic situation (Adeyinka-Ojo and et.al., 2020). The
outbreak of the pandemic COVID-19 has affected the hospitality industry to a certain extent and
it is significant for the organizations in the industry. This is because it will enable the companies
to conduct their business operations in an effective manner and at the same time, attract a greater
number of customers (Taş Gürsoy, 2020). Due to Covid-19, people have become conscious
about their overall health as well as safety. And hence, it is important for the organizations to

develop effective strategies as well as implement measures in order to eliminate any issues that
can affect the overall business.
Rationale for Research
The main rationale for undertaking this research is to develop an understanding about the
impact of Covid on the hospitality industry (Yarbrough, 2020). Also, this research will be helpful
for the readers as well as the chosen organization to develop effective strategies that are
sustainable and would help the company in achieving a higher level of performance. another
rationale behind undertaking this report is to analyze the overall importance of sustainability on
the organization as well as its performance.
Research Scope
The scope for the present investigation is that the geography area of the investigation is
not beyond United Kingdom and it is limited to this particular country only. The current
investigation has only covered the people who are living and working in United Kingdom within
the hospitality industry. Also, Portugal Airline is the company that has been selected for the
completion of the investigation (Amicarelli and et.al., 2021). Other than this, the inclusion
criteria for the current investigation report are that the people from hospitality industry will be
considered for providing responses of the interviews. Because of this they are at better position
for giving the responses for the same. The investigation will be dependent on the opinions and
views of participants who have been selected for the procedure of interview.
Research Objectives
 To identify the meaning of sustainability.
 To assess the current practices of sustainability in airlines during COVID.
 To be able to recommend better strategies for maintaining sustainability in mitigating the
losses occurred due to COVID.
Research Questions
 What is the meaning of sustainability?
 How COVID situation has affected current practices of sustainability in airlines industry?
 What are some recommendations/strategies for maintaining sustainability in reducing the
losses occurred due to COVID?

Literature Review
Meaning of sustainability
Sustainability is to maintain or hold underlying pattern of resilience, health and flexibility
leading to a condition of this planet to be flourished in all the regions and aspects (Chen and
et.al., 2021). It has been carried out in one-of-a-kind regions for instance manufacturing
operations, herbal resources explorations, way of life of humans, and lots of comparable
modifications for you to reduce the harm to nature for over making use of these factors. It a
broadly widely wide-spread practice for living a healthy existence and saving the nature from
any harm in order that current and destiny generations can live peacefully without making any
compromise to any of the herbal resources. In different phrases, it's miles a manner which for
long term survival.
Sustainability is known as business method for creating lengthy-time duration cost by
using how a provided company works in the monetary, ecological and social environments.
Sustainability is built on the assumption that growing such strategies foster business enterprise
sturdiness. In other words, it could be stated that sustainability is a significant element for a
company because it significantly contributes to the overall success as well as growth of the
company (Cho, Cho and Zhang, 2021). A business that is environmentally aware and conscious
is able to attract a greater number of customers. This is because sustainable businesses consider
their impact on the society as well as the environment. also, there are various benefits of
sustainability for a company such as it is able to grab attention of greater number of cosnumers
as well as fulfill their requirements in an efficient and effective way. In the contemporary world,
more and more businesses are implementing sustainable strategies in their business operations
ibn order to improve efficiency as well as reduce the overall negative impact on the business.
Effect of current practices of sustainability in airlines industry
The airline industry is one of the largest industries that can significantly contribute to the
overall growth of a country. The outbreak of the pandemic has transformed the way in which
companies within the airline industry conduct their business operations. This is because people
have now become conscious of about travelling during this time. Currently, there are various
practices of sustainability that have been implemented in the airline industry in order to eliminate
any kind of issues. It can be said that the outbreak of the pandemic has affected the working as

well a ss functioning of the airline industry. This in turn affected the survival of the industry to a
great level. The pandemic led to creating huge losses for the respective company and thus, taking
the same into account, there are various practices that have been adopted by companies within
the airlines industry as well as the hospitality industry. For instance, regular sanitization as well
as other safety measures are being taken by the firm. also, as far as the airline industry is
concerned, the passengers are provided with safety kits along with healthy eating options
(Dhyani, Dimri and Gairola, 2020). The primary reason for adopting these sustainability
practices is to attract a greater number of customers. On the other hand, the hospitality industry
has also implemented various sustainability measures such as use of plastic has been eliminated.
It can be said that the effect of these current practices has facilitated the business in grabbing
attention of great number of customers as well as ensuring that they are able to work in an
effective manner. reducing the use of plastic has been very beneficial for the company.
Some recommendations/strategies for maintaining sustainability in reducing the losses occurred
due to COVID
There are certain recommendations or strategies that can be suggested for maintaining
sustainability so as to reduce the overall losses that have been incurred because of covid. The
people have now become very conscious about travelling to different places and staying at a
particular hospitality organization. For instance, it is recommended that the organization should
cut down its use on the plastics and hence, promote the use of sustainable materials (Ferrero-
Ferrero, León and Muñoz-Torres, 2021). Apart from this, it is also recommended that the
companies within the hospitality industry should regularly sanitize and clean the rooms before
the guest check-in so that they are able to ensure the safety of not only the employees, but also
the guests as well. The outbreak of Covid-19 has impacted the overall business of them
organizations and many organizations have incurred losses. Therefore, it is significantly
important for the organizations to take into account the different aspects and develop strategies
that will help them in covering the losses that have been incurred because of Covid-19. Apart
from this, another recommendation that can be made is that self-service should be promoted in
both hospitality as well as the aviation industry. This is because it can help in enhancing the
chances of the customers returning back. This is because there will be less contact among the
guests and hence, the overall health of the passengers and the guests for the hospitality industry

will be ensured. If these recommendations and strategies are adopted by organizations within the
industry, the companies will be able to conduct their business operations in an effective.
Methodology
Research Philosophy – It is necessary factor for the studies examine and may be
explained as a belief related to the way in which information approximately the research have to
be gathered, analyzed as well as utilised. It can be stated that research philosophy is a huge a part
of the research as it enables in figuring out the studies approach in addition to the strategies for
that method (González-Serrano, Añó Sanz and González-García, 2020). There are exceptional
types of studies philosophies that may be used for completing the studies examine in an effective
manner. Interpretivism and positivism are known as the two major kinds of research
philosophies. Researcher could use research philosophy to complete the whole investigation. In
relation to the current study, the investigator has selected interpretivism research philosophy as it
facilitates in deciphering the piece of information accrued by an investigator. This is also due to
the present studies philosophy is primarily dependent at precept which states that an investigator
concentrates on the social global. It could also be said that research philosophy is quite necessary
because it describes the readers about the view point of investigator.
Research Approach – Research method is some other important factor for investigation
and could be explained as a process and method about the wider steps about the distinct
strategies of data series, analysis in addition to interpretation. The research technique is of kinds
inductive in addition to deductive (Ha and Bae, 2020). It may be stated that research approach is
vital and may help the researcher in finishing the studies project in a powerful way. In context of
this report, the investigator has considered deductive approach research technique as it would
assist in deciphering connection among the special variables. Therefore, it may be said that by
means of adopting deductive method, the researcher can be capable to complete the study in a
powerful way and reap the dreams of the observe.
Research Strategy – A research strategy could be referred as a step-by-step procedure of
action that helps the researcher in aligning their thoughts as well as efforts. This in addition
enables them to behavior the research in a systematic manner and hence, produce exceptional
effects to be able to upload to the existing know-how of the readers in addition to the control of
the respective agency, Portugal Airline. It is said that the research approach is referred as a

critical issue of a studies as it facilitates the investigator in selecting the proper facts gathering
technique. Grounded theory, case study, cognizance businesses, interviews in addition to surveys
are a number of the examples of research approach. In relation to the present research, it is able
to be referred that the investigator has considered survey a good way for collecting effective
statistics from the selected participants. Other than this, secondary resources for statistics have
additionally been considered to collect the maximum dependable as well as legitimate records.
Research Design – Research design can be defined as the framework of the various
research methods and techniques that are considered by the researcher for the completion of the
whole investigation. It is significant for the investigator to select the most valid research design
so that they are able to utilize the methods which are suitable for the study (Lee, McCole and
Holecek, 2020). There are different types of research designs like cohort study, case study, cross-
sectional design etc. In relation to attain the defined aim and objectives of the current study in
systematic manner, the investigator has used descriptive research design. This is because it
would enable the investigator to define the various piece of information in an effective manner.
Data Collection – The methodology data collection is known as the method of
collecting true as well as dependable records. It is critical for the researcher to undertake the
maximum suitable technique of data collection to ensure that powerful data has been collected.
Secondary and primary sources are the two forms of statistics collection techniques that could be
considered for this studies. Questionnaire, interview and recognition institution are number one
techniques to collect information (Orefice and Nyarko, 2020). On the other hand, newspapers,
books, publications, journals, reviews, online websites and so on. These are some of the
examples of secondary sources to gather information. The records of collected approach could
both be primary or secondary dependent totally on the needs of the investigation. In relation to
the present investigation, each number one and secondary resources have been considered. A
questionnaire is considered to collect primary information series whereas books and journals are
considered to gather secondary statistics, facts and figures.
Time Horizon – It is about the time-frame which should be determined for the research.
It is categorized into classes which include move sectional in which records keeping the equal
perspective of different authors and longitudinal in which observations may additionally differ in
each case. This layer defines the time-frame for the studies – move-sectional or quick time

period have a look at, involving collection of statistics at a selected point of time; longitudinal –
collection of facts repeatedly over a protracted period of time with a view to examine statistics.
There are sorts of time horizon specifically Longitudinal and Cross-sectional. Longitudinal
research is repeated in a prolonged time duration. Cross sectional study is quite limited to a
particular time duration. This investigation is likewise restricted to a specific time duration and
consequently the cross-sectional time horizon is considered.
Sampling – Sampling is referred as a way considered for statistical analysis wherein a
pre-defined wide sort of observations are carried from a large population. Sampling is known as
method considered in evaluating statistically in which a predetermined sort of observations are
taken from a bigger populace (Papathanassis, 2021). The method of sampling is divided into two
main kinds that are: probability and non-probability sampling. In the present investigation,
investigator has selected probability sampling as it assists in choosing representative from the
whole population randomly. In simpler words it basically uses random sampling under
probability sampling so there is no requirement to choose respondents with specific criteria.
There are 50 persons selected as respondents to gather valid and authentic information in shorter
period of time.
Validity and Reliability – Validity and reliability is referred as principle for evaluating
the studies with great and high quality. Basically, it checks the way research has completed,
methods used and degree checked for gathering data. Reliability is related to the degree of
correctives and validity is related to the accuracy of accumulated information. In the current
research investigator has aimed at collecting primary as well as secondary piece of information
and so researcher has gathered valid and reliable information. The main motive to organise
validity and reliability in investigation is making sure that whole research is sound and accurate
to attain objectives.
Ethical Considerations - Ethics are known as one of the most important research
methodologies because it is necessary to conduct research in an ethical way. Respondents are
given chance to participate whether they are interested to take participation or not. The
respondents are also given chance to withdraw their approval at any time as researcher can not
force the respondents to take part. The researcher has also aimed at protecting the confidential
information so that no party has to bear losses.

Time framework
Gantt chart is referred as the chart that helps in scheduling the different activities of the
research in systematic way. Basically it has two section in which one has activities and the other
section has provided with appropriate time intervals.