Marketing and Sustainability in the Hospitality Sector: A Case Study

This report examines sustainability in the hospitality industry, focusing on marketing and communication tools used to promote green initiatives, particularly during the COVID-19 pandemic. The research aims to identify these tools and evaluate their effectiveness, using The Grosvenor House London as a case study. The report explores the concept of sustainability in the sector, analyzes strategies for using marketing tools like social media and advertising, and considers the impact of these efforts on brand image and customer base. The methodology includes a literature review, a quantitative survey with employees, and data analysis to understand awareness, effectiveness, and challenges related to sustainability promotion. Findings highlight the importance of adapting marketing strategies, utilizing digital tools, and addressing challenges such as financial constraints and lack of resources. The research provides valuable insights into how the hospitality industry can enhance its sustainability efforts through strategic marketing and communication, especially in times of crisis.

Research Project
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Contents
Title - “Sustainability in the Hospitality Industry”..........................................................................3
INRODUCTION..............................................................................................................................3
Research Aim.........................................................................................................................3
Research objectives................................................................................................................3
Research Questions................................................................................................................3
LITERATURE REVIEW................................................................................................................4
1. Concept of suitability in hospitality industry.....................................................................4
2. Use of marketing and communication tool to promote sustainability during Covid-19 that
can be undertaken by The Grosvenor House London............................................................4
3. Strategies for using marketing and communication tool for promoting sustainability during
Covid-19.................................................................................................................................4
RESEARCH METHODOLOGY.....................................................................................................5
Research philosophy...............................................................................................................5
Research approach..................................................................................................................5
Research choice......................................................................................................................5
Research strategy....................................................................................................................6
Data collection........................................................................................................................6
Sampling.................................................................................................................................8
DATA ANALYSIS AND INTERPRETATION.............................................................................9
Data analysis...........................................................................................................................9
Data interpretation................................................................................................................11
CONCLUSION..............................................................................................................................20
RECOMMENDATIONS...............................................................................................................21
REFLECTION ON LEARNING AND ALTERNATIVE RESEARCH METHODOLOGIES...21
REFERENCES..............................................................................................................................22
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Title - “Sustainability in the Hospitality Industry”
INRODUCTION
Sustainability is one of the significant concept for the organisations operating in hospitality
sector. The organisations operating in hospitality industry are taking mature approaches which
incorporates the practices which are socially responsible and the sound environmental policies. It
is one of the significant aspect in hospitality industry that leads it towards success. As the interest
and awareness of public in sustainability grow, it increases the pressure on organisation to adopt
more sustainable ways to run their business. The Grosvenor House London is one of the leading
luxury hotel in London which was established in 1929. It takes various sustainability initiatives
in order to ensure its survival for long term in the market.
Research Aim
The aim of this project is “To identify the use of marketing and communication tools to
promote sustainability during Covid-19”. A case study on The Grosvenor House London.
Research objectives
The research objectives associated with this research are as follows:
1. To identify the concept of suitability in hospitality industry.
2. To determine the use of marketing and communication tool to promote sustainability
during Covid-19 that can be undertaken by The Grosvenor House London.
3. To evaluate strategies for using marketing and communication tool for promoting
sustainability during Covid-19.
Research Questions
The research questions related to this study are provided below –
1. What is the concept of suitability in hospitality industry?
2. What is the use of marketing and communication tool to promote sustainability during
Covid-19 that can be undertaken by The Grosvenor House London?
3. Which are the strategies for using marketing and communication tool for promoting
sustainability during Covid-19?
3

LITERATURE REVIEW
1. Concept of suitability in hospitality industry
As per the opinions presented by Dimitrios Diamantis, (2020), Sustainability in hospitality
sector has come a long way from arrival of in room suggestions to save water and reuse towels.
As going green becomes more important, it will take much than good intention claims for
businesses to convince customers. In future, transparency will become more important as guests
seek evidence to back up messages of CSR (corporate social responsibility). Apart from this, in
order to ensure sustainability social commitment is very important. The innovative brands
highlighting their involvement with social causes, often outcomes in much authentic experience
for consumers who play significant role in making such initiatives possible (Sustainability within
Hospitality, 2020).
2. Use of marketing and communication tool to promote sustainability during Covid-19 that can
be undertaken by The Grosvenor House London
As per the view point of Anthony E. DiResta and et. al., (2020), The spread of covid 19
pandemic globally has outcomes in changes to marketing, promotion, advertising and media
spends, forcing organisations to re-evaluate their thinking regarding current in future marketing
campaigns and advertising to maintain steady income. As the pandemic crisis continues, all the
organisations have switched their marketing strategies to quarantine mode. One among the
strategy includes social media which is a very popular tool through which it can promote its
goods and services effectively in the market and aware customers regarding them. Apart from
this, television advertisement is also the another tool through which marketing can be done. By
developing effective advertisement, organisation can promote sustainability successfully by
aware consumers regarding sustainability practices undertaken by organisation.
3. Strategies for using marketing and communication tool for promoting sustainability during
Covid-19
As per the view point of Laura Starita, (2020), in order to promote sustainability during
covid 19, there are some strategies of using marketing and communication tools. The
communication and marketing tools must be used in such a manner that it effectively promotes
the brand. Advertising right message and taking right actions is one among the best way to
promote sustainability. it is very much required for business organisation to operate with
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integrity as well as trust so that consumers can attract more towards the organisation and long
term sustainability can be maintain in the market. Apart from this, engaging in scenario planning,
listen for transformation in consumer behaviour and sentiment, anticipating the operational
influences and adapting the marketing plan helps in achieving sustainability.
RESEARCH METHODOLOGY
Research philosophy
Research philosophy is associated with development of knowledge and is a belief
regarding the way of collecting data. Two philosophies are utilised the most by researchers
involving positivism and interpretivism philosophy. Interpretivism is associated with qualitative
investigation and based on interest of researcher. The positivism philosophy is highly structured
and is quantitative based philosophy. In the study, positivism research philosophy is utilised by
researcher as it is highly structured in nature and is also based on factual knowledge that supports
in drawing valid outcomes.
Research approach
Research approach is termed as procedure that involves steps of assumptions to descriptive
methods of collecting data. Deductive approach and inductive approach are mainly utilised by
researchers while performing a study. The inductive approach involves search for patterns from
the observation and explanations establishment. Whereas, deductive approach explores a
phenomena and tests that if the phenomena are valid in particular circumstances. In this study,
deductive research approach is used by the researcher as it is concerned with hypothesis
development and research strategy development to test the hypothesis. This also makes a
researcher able to draw reliable outcomes of study.
Research choice
Research design includes the methods chosen by researcher which defines succinct plan to
tackle developed research question. Qualitative research design is based on non-numerical
information make the researcher able to collect detailed information on the topic. The
quantitative design is based on numerical information collection and make the researcher able to
acquire more accurate information. In this study, researcher use quantitative research design as it
is appropriate for drawing more accurate outcomes of study.
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Research strategy
Different strategies can be used for collecting data in the study. This involves case study
strategy, qualitative survey, quantitative survey, systematic literature review, action oriented
research etc. Among all these, researcher use quantitative survey strategy in this specific
investigation. The survey is performed through using questionnaire which includes some set of
questions that are close ended and the respondents need to answer those questions.
Data collection
There are two ways in which data can be collected involving primary method and
secondary method to collect data. The primary method is related to collection of fresh data which
is completely new. On the other hand, secondary data is related to collection of the data which is
already exist and gathered by someone else. In this study, researcher use both methods to collect
adequate amount of information associated with topic. The main cause of using both method is
that by the assistance of these, researcher is able to collect ample amount of data which is needed
for drawing valid conclusion.
Questionnaire
Name -
Age -
Email -
Address -
Q 1) Do you have any awareness about sustainability concept in context of hospitality
sector?
a) Yes
b) No
Q 2) As per your opinion, how effective communication and marketing tools are in
promoting sustainability during covid-19?
a) Very effective
b) Effective
c) Neither effective nor ineffective
d) Ineffective
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e) Highly ineffective
Q 3) Which is the most appropriate communication tool for The Grosvenor House London
to promote sustainability in the current pandemic situation?
a) Television advertisement
b) Social media
c) Gift cards
d) Sales Promotions
e) All of the above
Q 4) What is the impact of using marketing and communication tool to promote
sustainability during Covid-19 by The Grosvenor House London?
a) Improved customer base
b) Enhanced brand image
c) Competitive advantage in market
d) Improved profitability
e) All of the above
Q 5) How promotion of sustainability practices will impact on growth and success of The
Grosvenor House London?
a) Positively impact
b) Negatively impact
c) No impact
Q 6) Which sustainability initiative can be taken by The Grosvenor House London during
the current pandemic situation?
a) Less plastic waste
b) Energy-saving and efficient room control
c) Communication of hygiene measures
d) Digital assistants for the sustainable processes
e) All of the above
Q 7) What can be the strategy for using marketing and communication tool for promoting
sustainability during Covid-19 by The Grosvenor House London?
a) Advertising right message
b) Stay Home Creative Ads
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c) Social Campaigns
d) Adapted marketing communication
e) Anti-crisis offers
Q 8) What is the relation between sustainability initiatives and profitability and
productivity of organisation?
a) Positive relation
b) Negative relation
c) No relation
Q 9) What can be the challenge may face by The Grosvenor House London in
implementing green initiatives?
a) Limited knowledge of environmental footprint
b) Financial crunch
c) Lack of government support
d) Lack of resources
Q 10) How right advertisement impacts on sustainability promotion by The Grosvenor
House London during the pandemic situation?
a) Positively impact
b) Negatively impact
c) No impact
Q 11) Recommend any other communication and marketing tool that The Grosvenor
House London can use for promoting sustainability - - - - - - - - - - - - - - - - - - - - - - - - - - - -
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
Sampling
Sampling is the process of selecting sample size. Non probability sampling and probability
sampling are two methods of sampling among which, researcher use probability sampling
method in this study. Simple random probability sampling is utilised and the main cause of
utilising this method is to eliminate biasness. 30 respondents are selected as sample size who are
the employees of The Grosvenor House London.
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DATA ANALYSIS AND INTERPRETATION
Data analysis
Q 1) Do you have any awareness about sustainability concept in context of
hospitality sector?
Frequency
a) Yes 26
b) No 4
Q 2) As per your opinion, how effective communication and marketing
tools are in promoting sustainability during covid-19?
Frequency
a) Very effective 10
b) Effective 13
c) Neither effective nor ineffective 2
d) Ineffective 3
e) Highly ineffective 2
Q 3) Which is the most appropriate communication tool for The
Grosvenor House London to promote sustainability in the current
pandemic situation?
Frequency
a) Television advertisement 6
b) Social media 6
c) Gift cards 5
d) Sales Promotions 4
e) All of the above 9
Q 4) What is the impact of using marketing and communication tool to
promote sustainability during Covid-19 by The Grosvenor House
London?
Frequency
a) Improved customer base 6
b) Enhanced brand image 6
c) Competitive advantage in market 5
d) Improved profitability 6
e) All of the above 7
Q 5) How promotion of sustainability practices will impact on growth and Frequency
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success of The Grosvenor House London?
a) Positively impact 26
b) Negatively impact 2
c) No impact 2
Q 6) Which sustainability initiative can be taken by The Grosvenor House
London during the current pandemic situation?
Frequency
a) Less plastic waste 7
b) Energy-saving and efficient room control 5
c) Communication of hygiene measures 5
d) Digital assistants for the sustainable processes 5
e) All of the above 8
Q 7) What can be the strategy for using marketing and communication
tool for promoting sustainability during Covid-19 by The Grosvenor
House London?
Frequency
a) Advertising right message 5
b) Stay Home Creative Ads 6
c) Social Campaigns 5
d) Adapted marketing communication 7
e) Anti-crisis offers 7
Q 8) What is the relation between sustainability initiatives and
profitability and productivity of organisation?
Frequency
a) Positive relation 24
b) Negative relation 4
c) No relation 2
Q 9) What can be the challenge may face by The Grosvenor House
London in implementing green initiatives?
Frequency
a) Limited knowledge of environmental footprint 8
b) Financial crunch 7
c) Lack of government support 8
d) Lack of resources 7
Q 10) How right advertisement impacts on sustainability promotion by Frequency
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The Grosvenor House London during the pandemic situation?
a) Positively impact 25
b) Negatively impact 2
c) No impact 3
Q 11) Recommend any other communication and marketing tool that The Grosvenor
House London can use for promoting sustainability - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
Data interpretation
Theme 1: Awareness about sustainability concept in context of hospitality sector?
Q 1) Do you have any awareness about sustainability concept in context of
hospitality sector?
Frequency
a) Yes 26
b) No 4
Interpretation: From the above chart, it can be said that according to 26 out of 30
respondents, they have awareness about sustainability concept in context of hospitality sector
and the remaining 4 respondents are not aware regarding the sustainability concept in relation to
hospitality sector.
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Theme 2: Effectiveness of communication and marketing tools in promoting sustainability
during covid-19
Q 2) As per your opinion, how effective communication and marketing
tools are in promoting sustainability during covid-19?
Frequency
a) Very effective 10
b) Effective 13
c) Neither effective nor ineffective 2
d) Ineffective 3
e) Highly ineffective 2
Interpretation: As per the above provided pie chart, it can be said that according to 10
out of 30 respondents, communication and marketing tools are very effective in promoting
sustainability during covid-19, 13 respondents said that communication and marketing tools are
effective in promoting sustainability, according to 2 respondents, communication and marketing
tools are neither effective and nor ineffective in promoting sustainability, according to three
respondents, these tools are ineffective and the remaining two respondents said that
communication and marketing tools are highly ineffective in promoting sustainability during
covid-19.
Theme 3: Appropriate communication tool for The Grosvenor House London to promote
sustainability in the current pandemic situation
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Q 3) Which is the most appropriate communication tool for The
Grosvenor House London to promote sustainability in the current
pandemic situation?
Frequency
a) Television advertisement 6
b) Social media 6
c) Gift cards 5
d) Sales Promotions 4
e) All of the above 9
Interpretation: The above provided pie chart demonstrate that according to 6 out of 30
respondents, television advertisement is the most appropriate communication tool for The
Grosvenor House London to promote sustainability in current pandemic situation, 6 respondents
said that social media is the proper communication tool, according to five respondents gift cards
is the appropriate communication tool, four respondents said that sales promotion is the
appropriate communication tool and according to remaining nine respondents, all of the above
are the appropriate communication tools for hotel to promote sustainability in current pandemic
situation.
Theme 4: Impact of using marketing and communication tool to promote sustainability during
Covid-19 by hotel
Q 4) What is the impact of using marketing and communication tool to Frequency
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promote sustainability during Covid-19 by The Grosvenor House
London?
a) Improved customer base 6
b) Enhanced brand image 6
c) Competitive advantage in market 5
d) Improved profitability 6
e) All of the above 7
Interpretation: As per the above chart, it can be interpreted that according to 6
respondents out of 30, they said that improved customer base is the impact of using marketing
and communication tool in promoting sustainability during covid-19 by hotel, as per the view
point of another 6 respondents, enhanced brand image is the impact of using marketing and
communication tool, five respondents said that competitive advantage in market is the impact,
accounting to 6 respondents improved profitability is the impact of using marketing and
communication tool and the remaining 7 respondents said that all of the above are the impact of
using marketing and communication tool in promoting sustainable is during covid-19.
Theme 5: The way promotion of sustainability practices will impact on growth and success of
hotel
Q 5) How promotion of sustainability practices will impact on growth and
success of The Grosvenor House London?
Frequency
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a) Positively impact 26
b) Negatively impact 2
c) No impact 2
Interpretation: From the above pie chart, it can be interpreted that according to 26 out of
30 respondents, promotion of sustainability practices will impact positively on growth and
success of The Grosvenor House London, two respondents said that promotion of sustainable
practices impacts negatively on growth and success of Hotel and according to the viewpoint of
remaining 2 respondents, there is no impact of promotion of sustainability practices on growth
and success of the hotel.
Theme 6: Sustainability initiative that can be taken by The Grosvenor House London during
the current pandemic situation
Q 6) Which sustainability initiative can be taken by The Grosvenor House
London during the current pandemic situation?
Frequency
a) Less plastic waste 7
b) Energy-saving and efficient room control 5
c) Communication of hygiene measures 5
d) Digital assistants for the sustainable processes 5
e) All of the above 8
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Interpretation: According to the above provided chart, it can be said that as per the
opinion of 7 respondents out of 30, less plastic waste is an initiative that Hotel can take during
current pandemic situation, 5 respondents said that energy saving and efficient room control can
be the initiative which can take by The Grosvenor House London, 5 respondents said that
communication of hygiene measures is a sustainability initiative which can be taken by Hotel
during current pandemic situation, another five respondents said that digital assistance for
sustainable processes is the initiative taken by hotel and the remaining 8 respondents said that all
of the above can be the initiatives taken by Hotel during pandemic situation.
Theme 7: Strategy for using marketing and communication tool for promoting sustainability
during Covid-19 by hotel
Q 7) What can be the strategy for using marketing and communication
tool for promoting sustainability during Covid-19 by The Grosvenor
House London?
Frequency
a) Advertising right message 5
b) Stay Home Creative Ads 6
c) Social Campaigns 5
d) Adapted marketing communication 7
e) Anti-crisis offers 7
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Interpretation: According to above chart, it can be interpreted that according to five out
of 30 respondents, advertising right message is the strategy for using marketing and
communication tool for promoting sustainability during covid-19, six respondents said that stay
home creative ads can be the strategy for using marketing and communication tool, according to
five respondents, social campaigns is a strategy, seven respondents said that adapted marketing
communication can be the strategy of using marketing and communication tool and the
remaining seven respondents said that anti-crisis offers can be the strategy for utilising marketing
and communication tool for promoting sustainability during covid-19 by The Grosvenor House
London.
Theme 8: Relation between sustainability initiatives and profitability and productivity of
organisation
Q 8) What is the relation between sustainability initiatives and
profitability and productivity of organisation?
Frequency
a) Positive relation 24
b) Negative relation 4
c) No relation 2
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Interpretation: The above chart depicts that according to 24 out of 30 respondents, there
is positive relationship between sustainability initiatives and profitability and productivity of
organisation, 4 respondents said that there is negative relationship between sustainability
initiatives and profitability and productivity of organisation and according to remaining 2
respondents, there is no relation between sustainability initiatives and profitability and
productivity of organisation.
Theme 9: Challenge that may face by The Grosvenor House London in implementing green
initiatives
Q 9) What can be the challenge may face by The Grosvenor House
London in implementing green initiatives?
Frequency
a) Limited knowledge of environmental footprint 8
b) Financial crunch 7
c) Lack of government support 8
d) Lack of resources 7
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Interpretation: As per the above provided chart, it can be interpreted that as per the
views of 8 out of 30 respondents, limited knowledge of environmental footprint can be the
challenge which may face by Hotel in implementing green initiatives, seven respondents said
that financial crunch is the challenge that may face by hotel, according to 8 respondents lack of
Government support can be the challenge and the remaining 7 respondents said that lack of
resources can be the challenge which may face by The Grosvenor House London while
implementing green initiatives.
Theme 10: The way right advertisement impacts on sustainability promotion by hotel during the
pandemic situation
Q 10) How right advertisement impacts on sustainability promotion by
The Grosvenor House London during the pandemic situation?
Frequency
a) Positively impact 25
b) Negatively impact 2
c) No impact 3
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Interpretation: From the above provided chart, it can be interpreted that according to 25 out
of 30 respondents, right advertisement can impact positively on sustainability promotion by hotel
during pandemic condition, two respondents said that right advertisement impacts negatively on
sustainability promotion by The Grosvenor House London and as per the opinion of remaining 3
respondents, there is no impact of right advertisement on sustainability promotion through hotel
during the pandemic situation.
CONCLUSION
As per the above report, it can be concluded that sustainability is an important concept for
hospitality sector and it is very important for business to promote sustainability effectively in the
market so as to attain competitive advantage. Use of different marketing communication tools
like advertising, marketing campaign etc. will help in effectively promoting sustainability during
the situation of ongoing covid-19 pandemic. Different strategies for using marketing and
communication tools will be very helpful for the promotion of sustainability during the situation.
Through effective promotion of products and services offered by hospitality organisation, it will
be able to gain various benefits in terms of improved productivity, maximize performance,
growth and success.
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RECOMMENDATIONS
As per the above discussion, it has been found that sustainability is very important for The
Grosvenor House London. There are some recommendations for the hotel which are provided
below:
a) The hotel should take sustainability initiatives in consistent manner so that competitive
advantage can be gained in the market and business will be able to attain growth and
success.
b) Apart from this, the manager of Hotel is recommended to use social media for promoting
its goods and services as it is the widely used platform by people which makes it easy for
the hotel to reach to large group of customers and attract them towards it.
c) The another recommendation for hotel is that it should develop creative advertisements
which is effective in providing a good message to the public in the situation of covid-19
pandemic and is also effective in remote in the hotel as well.
REFLECTION ON LEARNING AND ALTERNATIVE RESEARCH
METHODOLOGIES
By performing the study, there are so many things which I have learnt. This study highly
contributed in improving my skills and knowledge base and also make me able to perform future
research in an effective way. In this study, different research methods were utilised which
assisted in performing the study systematically. This research is based on quantitative research
method in which numerical information is collected so that more accurate and reliable outcomes
can be drawn. However, I can also use qualitative method as it is also an appropriate method for
gathering descriptive information about topic and draw outcomes. For collection of data,
questionnaire tool was used in the study however, I can also use interview method for collection
of data. In future, if I get the chance to perform the study again, then I will use qualitative
research method and interview strategy in order to perform research in more effective way. The
learning which I get from this study will help me in future in performing in well manner and
attain the desired outcomes.
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