Research: Premier Inn's Business Recovery Strategies Post-COVID-19

This report investigates the business recovery strategies employed by Premier Inn, a leading UK hotel chain, to mitigate the negative impacts of the COVID-19 pandemic. The research identifies the challenges faced by the hospitality industry, particularly Premier Inn, due to lockdowns, travel restrictions, and decreased customer demand. It explores the strategies implemented by the company, such as enhanced hygiene measures, cost reduction through job cuts, and employee training programs. Utilizing a quantitative research method with primary and secondary data, the report aims to provide valuable insights into the effectiveness of these strategies in restoring business performance and ensuring future growth. Desklib provides access to this report along with a wide range of study resources.

Research Project Unit
19

EXECUTIVE SUMMARY
It has been identified that the hospitality company suffer from various challenges and bear losses
due to negative impact of the COVD 19. the selected company is Premier Inn which is the largest
hotel brand in UK. The researcher use information by evaluating the literature review in order to
conduct the research work. They make aims, objectives and determine the benefits or scope of
present research work. IN this they use quantitative method in order to collect numerical primary
and secondary data to provide effective results and solution the readers which they used for
further development and Research work

TITLE- To determine the business recovery strategy to reduce the impact of COVID 19
INTRODUCTION
In recent times, it has been determining that COVID 19 impacted the business and its
operations, performance and productivity which leads to decline in the sales, revenue and
profitability of the company(Bag. and Pretorius, 2020). The most impacted industry form the
pandemic situation is Hospitality industry along with organisation faced various challenges to
produce, sell, manage their product and services. Due to Lock down, international and national
travel banned, restriction for people to step out from their home, the hospitality organisation has
to shut down their business for long period of time. There are various changes which the
hospitality firm has to follow in order to survive in the dynamic environment after COVID 19.
Overview of the organisation
Premier Inn has been selected in this project which is the most famous British hotel chain
in the UK. it the multinational company which is established in the 1987 by the Whitbread in
order to provide premium quality hospitality services across the world. It has been seen that there
are 72,000 rooms in their 800 hotels which are located in the many places and city in the country.
It operates at large scale along with there are more than 30,000 employees who conduct their
practices for the achievement of organisation goals (Dutton, 2021). The mission and vision of the
Premier Inn is to provide the best quality services at affordable prices to all the people or guests
in order to help the to increase their standard of living along with positively impacted the
environment or economy of world. The company has sound customer base, sales and
profitability but after the COVID it decline with fast rate which create problems in the operation
of the country.
Problem statement
The hospitality organisation suffers the most from the COVID 19 along with the
guidelines, restrictions imposed by the government in order to prevent the spread of virus in the
country. Pandemic has negative impact on the overall operations of the company which leads to
decline in the productivity, performance and profitability addition to the Premier Inn has to
suffer from various issues. The researcher conduct research on the Premier Inn in order to
determine the impact of the COVID 19 as well as identify the recovery strategy in order to
reduce the negative impact on operation.

Aims
To identify the business recovery strategy of the firm in order to reduce the impact of
COVID 19 in hospitality industry
Objectives
 To identified the impact of the COVID 19 on the effectiveness of the Premier Inn
company
 To determine the challenges faced by the Hospitality organisation after COVID 19
 To analyse the effective strategies which the management used to reduce the impact of
COVID 19
Research Question
 What are the impact of COVID 19 on the effectiveness of the Premier Inn organisation?
 What challenges faced by hospitality firm during the time of COVID 19 or after COVID?
 Which Strategies used by the Hospitality company in order to reduce the impact of
COVID 19?
Rationale of research
Benefit of this research is that is helps the research to develop their knowledge about the
effect of COVID 19 on the hospitality industry along with what measures they take to overcome
form the situation in order to meet their desired result. It enables the firm to make effective
strategies along with implement it in their organisation in order to gain competitive advantage
over competitors (Tabatabaei and Tayebi, 2022). They use quantitative method along with
primary and secondary data in order to determine the business recovery strategy of the Premier
Inn to mitigate the risk and negative impact on the overall business performance. It allows the
researcher to gain clear insight about the work, data and topic so they provide accurate or reliable
information to the respective user.
Scope of research
The scope of the research is broad as it covers the impact of the COVID 19 along with
various issues faced by the Premier Inn in order to implement the new policies in their
organisation effectively to reduce the impact of the Pandemic to meet the objectives and bring

innovation for the future growth. It helps the management of the company to evaluate the
situation in order to make effective strategy to reduce it impact (Chisita, 2020) .
Literature Review
Literature Review can be understood as the summary which help the researcher to
evaluate the reviews, information presented in books, journal related to their topic in order to get
clear insight to complete the research work effectively. The researcher uses this to examine the
impact of the pandemic on the hospitality organisation along with their strategies to reduce it for
the future development.
What are the impact of COVID 19 on the effectiveness of the hospitality organisation?
According to the viewpoint of Hutton (2022), it has been determining that COVID 19 has
the great influence on the profitability of the hospitality company which make difficulties to bear
the operation cost or day to day expenses for the systematic working in organisation. Due to the
travel restriction along with lock down people did not visit place as well as company have to
close down their company for some time which decline their sales and customers base. Many
country banned international travel as well as not allow people to go outside for vacation or other
purpose which leads to there is no customer or tourist in the country which play to enjoy the
services provided by the hospitality organisation. It has been seen that the management of the
company have to send their employees to their home country along with pay salary to them
without any working. During that time the company earn less profit and pay more which reduce
the funds and value of the company (Kumar and Kumar Singh, 2021). Due to less sales and
restriction the productivity of the company is decline along with it impact the effectiveness so
the company suffer from huge loss.
What challenges faced by hospitality firm during the time of COVID 19 or after COVID?
As per the perception of Awasthi (2021) it has been identified that the hospitality company
faced various challenges after the situation of pandemic is being normal to implement the new
policy in the organisation for effective working. It has been seen that there is change in the taste,
needs and perception of the customers to enjoy services to satisfied the needs. They add new
policy by adding new items like sanitizers, Safety Kits, PP kits, implement social distancing
system and many more to order to prevent the customers along with develop trust among them to
increase the profitability of company. It increases cost of the company which they have to pay
from their past and personal saving. The company faced challenges in order to conduct their

operations as per the guidelines of government as employees got confused and unable to work
effectively due to less knowledge about new technology or method (Kamble, Gunasekaran and
Gawankar, 2018). In Premier Inn, The biggest challenges is to make innovative strategy and act
creative to gain leading potion again by provide services as per consumption patterns,
expectations, perceptions, crafting new shopper behaviour and trends.
Which Strategies used by the Hospitality company in order to reduce the impact of COVID 19?
According to the findings of Nadkar, (2022), it has been determined that The management
of the Premier Inn adopt various strategies to reduce the influence of the COVID 19 as they
implement cleanliness strategy to maintain the hygiene in organisation in order to attract large
number of customers. They also cut down various job among all hotels to reduce the cost
incurred on the salary (Yang., Zhao and Kankanhalli, 2020.). They also organise the training and
development program by providing both offline and online session to increase the skills and
Knowledge of employees so they adopt new way of working in their performance in order to
increase overall effectiveness of the company.
Research methodology
Research methodology has been determined as the effective process which is used by the
researcher to complete the research work in order to complete the project effectively. It helps
them to choose appropriate method in order to collect data to provide reliable and accurate
information to the users.
Research Philosophy- It is the first step which enable provide clear outline to researcher in
order to conduct the research work in systematic manner. there are two types of the research
philosophy such as positivism and Interpretivism. In the current project the investigator use
positivism approach which enable them to collect accurate data in order to use research method
in accurate manner which enable them to meet the objective of the research. It help them to
remove the false information and use real data in their research project.
Research Approach - It refers to the process to analyse the topic and evaluate the
situation efficiently (Si and Chen, 2020). There are two type of the research approach such as
deductive and inductive, In this project they use deductive approach which enable them to
evaluate the concept as well as measure the work in quantitative manner.

Research Strategy - IT has been identified that there are various strategies which is used by
the researcher while conducting the research work and take effective action to provide effective
solution to the users. The research strategy are survey, case study, experiment and many more.
They chose the survey strategy in this project which allow them to collect first-hand and clear
data to compete the work systematically and find beneficial outcomes to meet objectives.
Research method- It can be understood as the process, techniques and method which is
used by the researcher in order to conduct the research work (Bairagi and Munot, 2019). There
are two type of methods such as qualitative and quantitative method which allow them to reduce
the unnecessary element while using the information in order to find out better outcomes. IN this
project the researcher use Quantitative method by collecting numerical data and reduce the bias
ness among the study. It is cost and time effective method which helps them to gain
understanding about the topic by collecting numerical data to give relatable work for future
development.
Time horizon- It is related to the time incurred in completion of the research work. There
are two type of time Horizon such as cross sectional and longitudinal. In this project the cross
sectional is used to complete the conducted research in less time.
Data Collection- There are two type of data collection method such primary and secondary
data. The research selection combination of both the method in order to collect real or first hand
data or data from various sources such as books, internet related to the topic or organisation. It
helps them to conduct their survey in effective manner to get knowledge about the impact of
COVID 19 on effectiveness and their recovery plan.
Sampling- IT has been termed as the method to collecting valuable sample from large
number of population. The research use random sampling method by allowing 25 participants
or employee of Premier Inn in their questionaries and survey to gain clear insight about their
recovery strategy (Gupta and Gupta, 2022).
Ethical consideration- in this researcher conduct research work by considering the ethics ,
principle of research in order to make sure that they maintain the privacy along with security of
the information and data provided by the company and participants.

REFERENCES
Books and Journals:
Bag, S. and Pretorius, J.H.C., 2020. Relationships between industry 4.0, sustainable
manufacturing and circular economy: proposal of a research framework. International
Journal of Organizational Analysis.
Dutton, J., 2021. Basics of a research proposal• WHAT will be done?.
Tabatabaei, F. and Tayebi, L., 2022. Writing a Research Proposal. In Research Methods in
Dentistry (pp. 87-114). Springer, Cham.
Chisita, C.T., 2020. Libraries in the midst of the Coronavirus (COVID-19): researchers
experiences in dealing with the vexatious infodemic. Library hi tech news, 37(6), pp.11-
14.
Kumar, P. and Kumar Singh, R., 2021. Strategic framework for developing resilience in Agri-
Food Supply Chains during COVID 19 pandemic. International Journal of Logistics
Research and Applications, pp.1-24.
Kamble, S.S., Gunasekaran, A. and Gawankar, S.A., 2018. Sustainable Industry 4.0 framework:
A systematic literature review identifying the current trends and future
perspectives. Process safety and environmental protection, 117, pp.408-425.
Yang, X., Ma, L., Zhao, X. and Kankanhalli, A., 2020. Factors influencing user’s adherence to
physical activity applications: A scoping literature review and future
directions. International Journal of Medical Informatics, 134, p.104039.
Si, S. and Chen, H., 2020. A literature review of disruptive innovation: What it is, how it works
and where it goes. Journal of Engineering and Technology Management, 56, p.101568.
Bairagi, V. and Munot, M.V. eds., 2019. Research methodology: A practical and scientific
approach. CRC Press.
Gupta, B.N. and Gupta, N., 2022. Research methodology. SBPD Publications.
Online:
Nathkar, T., 2020. [Online]. Available through: <https://www.reuters.com/article/us-whitbread-
layoffs-idUSKCN26D0LY>
Hutton., G, 2022. [Online]. Available through:
<https://researchbriefings.files.parliament.uk/documents/CBP-9111/CBP-9111.pdf>
Awasthi., A, 2021. [Online]. Available through:
<https://www.researchgate.net/publication/350702560_Challenges_Faced_by_Hospitali
ty_Industry_amid_COVID-19_Pandemic>

Appendix
Ethical form
Section 1: Basic Details
Project title:
Student name and ID number:
Intended research start date:
Intended research end date:
Section 2: Project Summary
Please select all research methods that you plan to use as part of your project:
Interviews☐ ☐ Questionnaires Observation☐ Use of Personal☐
Records
Data Analysis☐ Action Research☐ Focus Groups☐ Other (please☐
specify):
Section 3: Participants
Please answer the following questions, giving full details where necessary.
Will your research involve human participants? Yes☐ No☐
Who are the participants? Tick all that apply: Ages 12-16 Ages 17-18☐ ☐ ☐
Adults
How will participants be recruited (identified and approached)?
(Write your answer here)
Describe the processes you will use to inform participants about what you are doing:
(Write your description here)
How will you obtain consent from participants? Will this be written? How will it be made
clear to participants that they may withdraw consent to participate at any time?
(Write your answer here)
Studies involving questionnaires: Will participants be given the option of omitting
questions they do not wish to answer? ☐ Yes No☐
If No please explain why below and ensure that you cover any ethical issues arising from

this
(Write your explanation here)
Studies involving observation: Confirm whether participants will be asked for their
informed consent to be observed. Yes☐ No☐
Will you debrief participants at the end of their participation (i.e. give them a brief
explanation of the study)? Yes☐ No☐
Will participants be given information about the findings of your study? (This could be a
brief summary of your findings in general) Yes☐ No☐
Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in compliance with the GDPR
2018 Yes☐ No☐
Who will have access to the data and personal information?
(Write your answer here)
During the research:
Where will the data be stored?
(Write your answer here)
Will mobile devices such as USB storage and laptops be used? Yes No☐ ☐
If yes, please provide further details:
After the research:
Where will the data be stored?
(Write your answer here)
How long will the data and records be kept for and in what format?
(Write your answer here)
Will data be kept for use by other researchers? Yes☐ No☐
If yes, please provide further details:
Section 5: Ethical Issues

Are there any particular features of your proposed work which may raise ethical concerns?
If so, please outline how you will deal with these:
(Write your answer here)
It is important that you demonstrate your awareness of potential risks that may arise as a
result of your research. Please consider/address all issues that may apply. Ethical concerns
may include but are not limited to the following: Informed consent; Potentially vulnerable
participants; Sensitive topics; Risks to participants and/or researchers;
Confidentiality/anonymity; Disclosures/limits to confidentiality; Data storage and security,
both during and after the research (including transfer, sharing, encryption, and protection);
Reporting; Dissemination and use of your findings.
Section 6: Declaration
I have read, understood and will abide by the College’s Research and Ethics Policy: Yes☐
No☐
I have discussed the ethical issues relating to my research with my Unit Tutor: Yes☐
No☐
I confirm that to the best of my knowledge:
The above information is correct and that this is a full description of the ethics issues that
may arise in the course of my research.
Name: Date:
Please submit your completed form in the designated section on Moodle (Turnitin)