INTRODUCTION

Governments and companies are primarily concerned with ensuring the safety of their
citizens as COVID-19's impacts expand over the entire world. While this concentration will
remain, the effects on corporate profits and economic growth must cause a significant sell-off
in equities markets around the world. Being the first to experience the really terrible weather,
we are pleased to see that our clients in the hotel and leisure industries are moving quickly
and staying focused to comprehend and quantify the operational and financial implications
for their businesses. The effects on supply chains and income are significant and not yet
predictable. Decisions to close hotels, restaurants, theme parks, and movie theatres, as well as
the overall disruptive impact of the travel ecosystem, all have a huge effect on tourism around
the world. Operators and Investors are working together to address the cash flow and working
capital problems and maintain regular communication with their stakeholders.

We are pleased to observe that this industry demonstrates its maturity via teamwork and
genuine devotion to serving our community. For instance, by having hospital beds and
hospital staff available at their location. The current situation also presents new business
models and opportunities, for example in defining new delivery concepts, human capital
sharing platforms, campaigns to promote the "staycation or holistay concept," and the use of
less productive time to work on tasks that were typically pushed forward like asset counts,
security plans, specifying standard operating procedures, developing social media strategies,
etc. The good news is that, although it is only beginning, our Asian colleagues have already
noticed a growth in this industry. At this point, this provides the industry hope. Remain
upbeat, attentive, and aware of your financial status.

One of the professions most affected by the COVID-19 pandemic is hospitality. Numerous
workers in the sector have lost their employment, but they have also seen important shifts in
how jobs should evolve. COVID19: The Impact of Employees on the Hospitality Sector
examines the various ways that employees are exposed both during and after The beginning
of the essay discusses how severely the hotel sector has been impacted in more nations than
others, including India, Europe, and China. In addition, the United States saw unheard-of
cancellations and a severe commercial downturn over the previous six months.

Reopening sit-down restaurants and relaxing travel limitations, according to preliminary

findings of a longitudinal study by the editorial staff of the Journal of Hospitality Marketing
& Management, won't immediately attract customers. More than half of people (over 50%)
are unwilling to eat in a restaurant right away. The same is valid for hotel stays. Over 50% of
clients are unwilling to book a hotel stay and travel to a destination any time soon. Only
about a third of the consumers are prepared to travel and stay at a hotel in the upcoming few
months, and only around a quarter of them have already eaten in a restaurant. These results
indicate that customers are still not comfortable in general to go somewhere, stay
somewhere, and eat at a sit-down restaurant. The future of many hospitality firms strongly
rely on growing demand for their services and goods because the breakeven point in the
industry is quite high due to hefty operating costs. As a result, it is crucial to identify what
will encourage repeat business, which calls for extensive research. 

The study's findings also suggest that about 25% of consumers won't feel secure dining at a
sit-down establishment until their localities' capacity for identifying, tracking down, and
isolating COVID-19 incidents has greatly increased. When a location has a low number of
COVID-19 cases and the capacity to test, trace, and isolate COVID-19 cases, about 18% of
visitors will feel confident booking travel and lodging there. When the COVID-19
vaccination is made accessible, there are some customers who will only feel secure dining at
a sit-down establishment (14%), travelling, and booking a hotel room (17%), respectively.
These results strongly imply the necessity for additional study on the variables that influence
consumer behaviour.

While preliminary results suggest that the most crucial safety measures patrons expect from a
restaurant and a hotel are visible sanitising efforts (such as hand sanitizers at the entrance,
staff wearing masks and gloves), enacting social distance, limiting the number of customers
served, more rigorous and frequent cleaning of high-touch surfaces in common areas, and
employee training of health and safety protocols, more behavioural and causal research is
required.

According to preliminary research, about one-third of restaurant patrons and about 40% of
hotel guests are willing to pay more for greater safety measures. A fraction of customers are
willing to pay more for the added safety precautions even though they expect hospitality
organisations to employ more stringent cleanliness and safety practises. Further investigation
is required to ascertain the significance of each of these safety precautions, how they will
affect consumers' attitudes and actions, and whether and how much extra consumers are
ready to pay for them.
In order to reduce human-to-human contact in the COVID-19 environment, preliminary
findings also show that a significant portion of restaurant customers (64.71%) and the
majority of hotel customers (70.42%) believe that the use of various technologies in service
delivery will be necessary (examples: service robots, contactless payment like Apply pay or
contactless bank cards, digital menus that can be viewed on personal mobile devices via QR
codes, contactless digitised receipts, etc.). These results strongly imply that the adoption and
integration of technology into hospitality operations will probably play a crucial role in the
near future. While studies on the use of various technologies in the delivery of hospitality
services have been conducted throughout the years, the majority of those studies have been
on the use of unintelligent technology.

The Covid-19 pandemic may accelerate the use of such technology for public safety
concerns. Recent advances in artificial intelligence (AI) and social service robot technologies
have permitted the employment of AI technologies in service delivery. Therefore, it is
imperative for researchers in the hotel industry to look at how the usage of AI devices in
service delivery would affect operations, personnel, and clients. It is also crucial to recognise
the physical and psychological elements that may affect how well customers and staff
members embrace the usage of AI devices in service delivery.

Challenges Faced by Startups for marketing

Fierce Competition

The business world is quite competitive. The giants are constantly engaged in competition.
One of the major obstacles to the survival of new firms is competition. And the competition
becomes more difficult if you are just starting an online business.

Since there is no room for error, the competitive atmosphere keeps startups on their toes.
Businesses engaged in both B2B and B2C transactions frequently experience the heat of
intense rivalry. Startups need to play aggressively and punch above their weight to obtain the
much-needed notoriety among the clusters of ever-challenging and developing firms if they
want to thrive in this cutthroat business environment, which includes both traditional and
online businesses.

Unrealistic Expectations
Success does not happen by itself. Expectations are raised by it. Most of the time, these
expectations appear practical, but they are only unrealistic in the true sense of the word. The
same idea applies to fledgling startups.

When startups have "unrealistic expectations" after a huge success, problems can arise. Keep
in mind that success is fleeting and aspirations never cease. Startups must translate what the
actual expectations are here. The goal is to be as sustainable as possible. Additionally,
sustainability calls for ongoing efforts.

Startups must have high but reasonable expectations in order to survive in a cutthroat
business environment, while also taking into account the resources at their disposal, the
potential for growth, and other market considerations.

Hotel Digital Transformation: Unlocking Technology’s Caring Feature

Technology has always been a key element of a hotel's value proposition that aims to give
visitors a comfortable stay. It will be crucial in advancing the hotels' journey towards digital
transformation in the post-COVID world. The focus will be on digital solutions that can
identify touchpoints and guarantee minimal physical contact between guests and personnel at
each point of contact.

Contactless Journey for Guests

Making the journey for both visitors and staff easy will reduce the number of physical
touchpoints people experience while on the property. To avoid the lengthy lines at the
reception, guests and staff must use touch-free identification and mobile check-in as soon as
they enter the building. Another way to prevent physical contact with the doors is to use
digital keys to access the rooms or elevators.

The hotel's touch-free ecology can be improved with the use of smart gadgets like sensor-
based lighting or gesture control features in restrooms.

Touchless experiences allow customers to access these features directly from their mobile
devices without touching any other delicate surfaces. The main difficulty that the hotels have
is getting their applications downloaded onto the devices of the guests, despite the fact that
numerous solution suppliers are working with the hotels to incorporate such offers. Hotels
may overcome this difficulty and further advance their mobile-first strategy with the aid of
solutions like Next Generation Hotspot (NGH) solutions, which offer touchless and secure
access to the hotel services on offer without requiring users to download any applications on
their devices.

Ensuring Social Distancing

Hotels can benefit from digital technologies to assist them ensure that following social
distancing regulations would help them reduce their legal liability obligations. To ensure
minimal human contact and encourage visitors to enjoy those spaces, one solution is to
redesign the common areas and communal buildings like health clubs, cafés, and salons.
Another, comparatively simpler method is to make sure that any such infringement is
reported to hotel personnel or visitors via technology, allowing them to take the necessary
action. By making use of the already-existing infrastructure of security cameras or hotel Wi-
Fi networks, solutions like People Insights AI and Intelligent Monetization Platform (IMP)
may empower hotels with these features.

Real-Time Communication

In order to provide their guests with the correct information at the appropriate time and
location, the brand's successful communication will be crucial. In addition to engaging
visitors on-site based on their locations, Proximity Marketing enables hotels to alert guests to
any infringements of the permitted number of people in a neighbourhood, details on room-
service delivery, or even letting them know when their room is available for check-in.

Remote Operations

The crisis made it clear that technology solutions that staff can use from a distance are
essential to maintaining operations and were not taken into account by previous hoteliers in
order to operate their properties from a distance before the pandemic. The hospitality
ecosystem should make it a normal practise to review and update standard operating
procedures as well as migrate to cloud-based platforms.

Impact on jobs in hospitality

The COVID-19 pandemic, according to a recent warning from the World Travel & Tourist
Council, could result in the loss of 50 million jobs worldwide in the travel and tourism sector.
According to a study by Oxford Economics, Asia is predicted to be the region most severely
impacted, and evidence indicates that it may take many months for the sector to recover.

Many workers are unable to relocate to their places of employment or perform their jobs as a
result of travel restrictions, border closures, and quarantine measures, which has an impact on
incomes, especially for those who are employed informally and on a temporary basis.
Businesses are likely to put off investments, product purchases, and employee recruiting due
to the current climate of uncertainty and anxiety. According to research, the impact on the
Indian hospitality sector might cause the majority of the industry's workers to lose their jobs.
The Indian tourism industry is anticipating widespread bankruptcies, business closures, and
high unemployment as a result of this pandemic.

Overall, it's possible that hotels and restaurants may become smaller, more effective
businesses that seek to balance hiring smart workers with hiring talented workers. A
significant portion of the labour force is experiencing domestic mass immigration as a result
of fear, which implies the bulk of hotel front-of-house employees will have returned to their
home regions. First to be affected will be temporary workers, then permanent workers as
hospitality businesses may find it difficult to reduce prices. This could cause a lot of people
to switch industries in search of faster cash flow. The talent pool may not recover until
employers and governments alike restore confidence as a result of this potential worldwide
migration. The workforce can only be saved if firms adopt a humane strategy.

Economic Fallout

The Covid-19 pandemic's negative economic effects put hotel owners under a lot of financial
strain, which could have an effect on the long-term future of numerous hospitality businesses.
Lenders and hotel owners may be looking for ways to reduce debt or find an exit given the
financial strain on the hospitality industry that has been made worse by Covid-19. A flurry of
insolvency actions against hotel companies could be started by lenders. Additionally, there
can be chances for one-time loan settlements in the hotel assets, trades on the hotel loan
portfolio, private transactions, and business chances with banks and other financial
organisations. The survival of the Indian hospitality and tourism sector required it, along with
everyone else, to rethink, restructure, rebrand, and adapt to a new normal.

The hotel and tourist industries had to rebound more powerfully than ever before in the face
of pervasive and never-ending travel restrictions and a looming fear of safety and health
issues.