Analyzing COVID-19 Impact on the UK Hospitality Industry: Travelodge

This report investigates the impact of the COVID-19 pandemic on the UK hospitality industry, using Travelodge as a case study. It evaluates the importance of the hospitality sector for a country's growth, identifies the negative impacts and challenges faced by Travelodge due to COVID-19, and explores ...Read More

Research Methods
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Introduction......................................................................................................................................3
Background of the Study........................................................................................................3
Research Aim...................................................................................................................................3
Research objectives..........................................................................................................................4
Research Questions..........................................................................................................................4
Rationale.................................................................................................................................4
Primary Research.............................................................................................................................6
REFERENCES................................................................................................................................7
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Introduction
Background of the Study
The outbreak of Covid-19 crisis affected all business industries around the globe. In this,
hospitality industry was among the hardest hit business sectors. Many business organisations in
this sector faced number of losses as well as challenges which affected their manner of
conducting business operations in adverse manner. It has been recognized that in the United
Kingdom because of COVID-19 this industry has confronted various provokes and issues
because of COVID-19. In this industry, numerous associations in this area are compelled to close
down their business because of an abatement in deals and capacity to get by. The current
exploration not set in stone to assess the general effect of COVID-19 on the United Kingdom
hospitality industry. For this examination Travelodge is one of the main organisations in this area
is being chosen to decide the difficulties that the majority of the associations in a similar area has
been confronted. This research helps in fostering a superior type of understanding about the
significance of the friendliness business for country development and monetary advancement
alongside the adverse consequence of COVID-19 that lead associations to confront difficulties
and issues. Besides procedures in this examination being framed which will help business
association in this area to defeat from the issues and guarantee future development and
improvement.
Research Aim
“To identify the impact of Covid-19 on the hospitality industry of the UK”. A case study of
Travelodge.
Research objectives
The objectives of the research are described in the following:
 To evaluate the importance of the hospitality industry for a country?
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 To determine the negative impact and challenges that Travelodge has faced due to Covid-
19?
 To determine potential strategies which will help Travelodge to reduce the negative
impacts of COVID-19?
Research Questions
The research questions are mentioned in the following:
 What is the importance of the hospitality industry for a country?
 What are the negative impact and challenges that Travelodge has faced due to Covid-19?
 What are potential strategies which will help Travelodge to reduce the negative impacts
of COVID-19?
Rationale
The devastating impact of COVID-19on business sector provide detailed information on
the hospitality industry of United Kingdom. This industry has been dramatically affected by the
COVID-19 which affected their ability to conduct business operations. In relation to this present
research is conducted a systematic literature review which helps in having in-depth analysis of
some various online articles, journals which helps in having better form of understanding of the
selected topic. Thus this research is rational for the hospitality industry and organizations like
Travelodge through which they can overcome the issues that they have faced due to COVID-19
with the help of certain strategies. The study is also beneficial for investigator as it helps to
understand the knowledge and importance of the hospitality industry for a country along with the
strategies and their ability to conduct future research in effective manner. Along with this present
research is also practical for students as well as future researchers as it determine detailed
information on the hospitality industry of United Kingdom that is affected by COVID-19 along
with potential strategies to overcome them.
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Literature Review
Importance of the hospitality industry for a country
According to the viewpoint of Gerwe, 2021 hospitality industry have most significant
contribution for a country growth, development and creation of new jobs. Hospitality industry is
important for any country as it helps the government to earn revenue in a well defined and
effective manner. This industry also benefits to growth in local retail store and provide job
opportunities in a various manner. Furthermore it has been underlined that hospitality industry is
also essential for travellers as it allow them to visit many attractive sites and feel relaxed
(Ntounis, Steadman and Warnaby, 2021). This industry is having significant impact on
employment generation opportunities and growth of a country in number of ways. Furthermore it
has been identified that hospitality industry is also important for a country as it helps in
organization to enhance their attraction on global platform and earn revenue from number of
sources. This industry is significantly important as it acts as a main driver in value creation in a
well-defined and effective manner and also support many other industries such as food and
beverage etc.
Negative impact and challenges that Travelodge has faced due to Covid-19
As per the view point of Panzone, Larcom and She, 2021 COVID-19pandemic devastated
impact on hospitality industry. Due to the outbreak of this endemic Travelodge has faced
challenges in terms of economic growth and corporate profit. This organization is also faced
negative impact in terms of financial impact in which they faced challenges to conduct their
operations. They also faced challenges in terms of maintaining safety and security of workers
along with managing relationships with project developers, suppliers, etc. COVID-19 impacted
this organization in which the company measure the challenge to cut down jobs in order to
conduct business operations (Zhong, Law and Li, 2021). Furthermore it has been underlined that
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Travelodge has also faced increase in their ability to generate sales and management operations
in terms of providing services to consumers due to COVID-19.
Potential strategies which will help Travelodge to reduce the negative impacts of COVID-19
As per the viewpoint of Izadi, Foroudi and Nazarian, 2021 COVID-19 has drastically impacted
the manner in which hospitality industry in organizations operating in this industry such as travel
lodge to conduct their business operations in the same manner and provide services to customers.
In this there are certain strategies that will help Travelodge to reduce the negative impact of
COVID-19. Company with the help of undertaking the use of implementing proper rate,
discounts and promotion and adopting a systematic pricing strategy as per the economic theory
can attract large base of consumers and can get back their business on track. With the help of
effective and reasonable price and packaging and discount deals Travelodge can acquire the
attention of consumers and can enhance their competition in industry (Arthur, 2021). Along with
this with the help of taking use of flexible cancellation policy company can increase consumer
attention, Social media marketing is also one of the most effective strategy through which
company can improve their brand.
Primary Research
To conduct present research and fulfill all aims and objectives in a well-defined and effective
manner use of positivism research philosophy is being undertaken. This method is being
selected to analyse subjective data and information in a well-defined and effective manner. In
context with research approach with the use of deductive research approach. Main aim behind
selecting this is that this helps un supporting the objective of investigation and coordinate with
positivism research philosophy. With the help of this approach investigator accomplish
objectives based on the facts with the better testing of numeric information and data. In terms
with research strategy investigator with the help of undertaking use of quantitative research
method in which with the help of questionnaire researcher will get the appropriate data and
information associated to the selected topic. This will help to undertake the use of survey
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method as to evaluate viewpoint of large number of respondents and fulfill research objectives
effectively.
In addition to this in context with research choice investigator will collect authentic as
well as reliable information based on the numerical statistics method with the help of
quantitative research method. With the help of taking this method investigator will fulfill
objectives with more generalized research and further present collected information and facts in
an attractive and systematic manner with the use of charts and tables (Jones, Krzywoszynska and
Maye, 2021). Furthermore in context of data collection method investigator undertaking use of
both primary and secondary source of data collection methods. In context with primary
methods investigator collect appropriate facts and information with the help of a questionnaire
in which sample size of 30 respondence will be selected. In addition to this in terms with
secondary research method magazines, journal articles, books has been undertaken to evaluate
viewpoint of various authors. Furthermore in context with sampling method investigator with the
help of taking use of probabilistic sampling method will draw a sample size of 30 respondents
with the help of random sample size method to fulfill research objectives. In this the target
segment population will be employees of Travelodge. The main reason behind selecting
employees respondents is that they are having proper and adequate knowledge related to the
research topic which help investigators to fulfill overall research objectives, with the help of
viable authentic and appropriate data and information.
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REFERENCES
Books and Journals
Gerwe, O., 2021. The Covid-19 pandemic and the accommodation sharing sector: Effects and
prospects for recovery. Technological Forecasting and Social Change, 167, p.120733.
Ntounis, N., Parker, C., Skinner, H., Steadman, C. and Warnaby, G., 2021. Tourism and
Hospitality industry resilience during the Covid-19 pandemic: Evidence from
England. Current Issues in Tourism, pp.1-14.
Panzone, L.A., Larcom, S. and She, P.W., 2021. Estimating the impact of the first COVID-19
lockdown on UK food retailers and the restaurant sector. Global Food Security, 28,
p.100495.
Zhong, L., Sun, S., Law, R. and Li, X., 2021. Tourism crisis management: Evidence from
COVID-19. Current Issues in Tourism, 24(19), pp.2671-2682.
Izadi, J., Foroudi, P. and Nazarian, A., 2021. Into the unknown: Impact of Coronavirus on UK
hotel stock performance. European Journal of International Management.
Arthur, R., 2021. Studying the UK job market during the COVID-19 crisis with online job
ads. PloS one, 16(5), p.e0251431.
Jones, S., Krzywoszynska, A. and Maye, D., 2021. Resilience and transformation: lessons from
the UK local food sector in the COVID‐19 pandemic. The Geographical Journal.
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