CRITICAL ANALYSIS ON IMPACT OF COVID-19

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 Table of contents
Introduction................................................................................................................................... 3

Analysis of the Covid-19 pandemic..................................................................................................3

Impact of Covid-19 on digital marketing strategies of the UK hospitality industry.................................3

Conclusion.................................................................................................................................... 6

References..................................................................................................................................... 7

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Introduction

Covid-19 is a disease that occurred in 2019 and that expands all over the world, World Health
Organization (WHO) said that it is one type of pandemic. During that time, many countries have
been affected by this pandemic also the UK. Even though many people have died of this
pandemic, it expands in most of the UK countries and creating fear in people’s minds. Thesis
statement of this study is that covid 19 has a significant impact on the revolutionisation of digital
marketing in the hospitality industry of the UK. In this study, a brief analysis of the Covid-19
situation and its impact on digital marketing strategies of the hospitality industry will be
discussed so that readers are a clear knowledge to read this study.

Analysis of the Covid-19 pandemic

The covid-19 pandemic expands all over the world and affected all over the world. In this
situation, most of the country was affected and thousands of people died every day. It begins in
2019 but expands in 2020 for two years. Every people in the UK have beenlocked the door and
basically all over the world (António and Rita, 2021). It affected the hospitality industry in the
UK, so great changes in the hospitality business. In the UK economy, the hospitality business is
a major part of this, so it depends on improving the UK economy. Many rules and regulations are
starting in this situation, so it affected especially the hospitality business. Many restrictions
started as the social distancing rule between two people, always using masks and gloves, and
others. Basically, people have not entered any place such as hotels, temples, bars, restaurants,
cafes, pubs, or the house of neighbours. Totally, the physical meet has stopped between two
people. In 2020, the 20th of March announced that covid is a pandemic so people are under
restrictions during this month (Filimonau, 2021). Even, a few hard restrictions have started to
avoid this virus. It occurs in a particular virus called Corona virus. Therefore, it damaged the
hospitality business, because this industry is not growing without the people. All festival of the
world has stopped during this time. This pandemic was fully damaged the hospitality business
from the start of this. Therefore, the hospitality industry takes a unique way to continue the
business, many digital strategies have started in the UK.

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Impact of Covid-19 on digital marketing strategies of the UK hospitality
industry

The hospitality industry is growing industry in the UK; it is increasing the economy of the UK.
During the pandemic situation, this industry decides on a unique way to continue its business.
Therefore, all work hasbeen done online or in a fully digital way, and as a result, the business has
continued to grow just using some strategies and tools such as computers, laptops, mobile, or
other technical tools (Sanabria-Díaz et al. 2021). At that time, the hospitality sector is most
affected by the coronavirus. Lockdowns and many government restrictions are started in this
situation, it continued for 1 year.
It is to be noted that 1,650,000 employees left their job in the hospitality industry and many
people are stopped their business in this industry (Ons.gov.uk, 2021). In this sector, the turnover
of this business has decreased during this time. Many restaurants provided food service online
and continue their business. Many steps have been followed to continue the hospitality business
online or digitally so this business growth has actively gradually been used online.
Marketers are focused on the website:
Marketers have focused basically the website personalization so customers are interested to see
this. Marketers aim to engage people who are new visitors to the website if they are interested,
and the marketing process easily grows online. Marketers gave much content, unique ideas, and
new product that is comfortably used in hostels without virus because most people have feared
expanding of corona virus. Therefore, it has a risk-free and safe way to avoid the corona virus.
Challenges with data management:
At that time, the hospitality management group faced many problems because the lockdown
unlocked all people indoors. As a result, many challenges have been suffered such as data
collection of the hotels and many restaurants, and many clubs and no data have been collected
(Rodríguez-Antón and Alonso-Almeida, 2020). The management group decided on a process to
collect their data. A data management platform has been selected that helps to recognize the
audiences and improve their targets that are fixed and much online advertising started for the
customers. Gradually, the hospitality business has stable after the covid-19 pandemic.
Engage Investments in customers:
In the hospitality sector, new technology has started with marketers, and new platforms have
been created for the engagement of the customers and a journey started for the customers. It
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creates customer satisfaction with high rates and easily all the hospitality industry customers
interested in this new process also work on it (Colmekcioglu et al. 2022). All the apps and
devices help to increase customers' knowledge and power. Many challenges become avoid for
this. This new process has automatically reached all the customers so it is a touch point to
building this business. Easily, customers were interested to see this and book this.
Engage people for video content:
Many restrictions started when the lockdown period was continued. People are locked indoors so
at this time most people have engaged their time on social media platforms or overcome their
time online. Many people used video calling to meet other, people because physical meet has
totally stopped in that situation (Liu et al. 2021). As a result, most customers have very much
comfortable with video content. Basically, most people have spent their time at home and they
were interested in seeing online videos. Therefore, the hospitality industry gave many videos
through websites and others contact so it attracted many customers. As a result, customers have
easily connected this and booked when needed.
Growing E-commerce industry:
Lockdown period has kept people indoors but some industry has increased their business using
online, such as Flipkart, amazon, and others E-commerce industry. More new business has
opened in that time and these are running a business in the present situation (Muoki, 2021).
Much traditional business has stopped in that time but the hospitality industry has increased its
business using the E-commerce industry (London.northumbria.ac.uk, 2022). E-commerce
industry sales have increased on daily basis. People have more comfortable with online
purchasing. The hospitality industry sells its products using E-commerce based apps, its turnover
has run like skyrocketed.
Depends on social media:
People have been locked indoors due to the robust expansion of the pandemic in the world. Most
people have engaged in social media, basically, young generations were spent their time on
social media. Employees worked from home and most of the time they spent at home
(London.northumbria.ac.uk, 2022). Basically, employees spent their time on social media. Social
media is the main source of contacting many people at the same time and basically from home
and many types of knowledge has gain with the help of contacting many peoples (Sakas et al.
2022). Many posters and videos are the keys to engaging customers. The hospitality industry has

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used many social media apps because this industry wants to engage many people. The covid-19
pandemic has fully stopped any physical meet so people have connected online and searched for
new concepts. Most people search for entertainment so they find new things.
List hotels on google: Google is a source of information, so people used google for any things
searched, and get good results in this. The pandemic situation is taught every people that internet
power is good for any business or industry. The hospitality industry follows this unique idea
when the pandemic occurs (Mahmoud et al. 2022). Many hotels list has been given on this site
so it helps customers to search for good hotels quickly and easily. Even, Google my business is
also helpful in creating an E-card for business development. It also helps to avoid the distance
between owners and customers. Many facilities are provided by Google my business, is called
GMB.

Used E-mail marketing:

Most people are interested in online because in the 21st-century E-mail marketing is one of the
sources to create marketing in any business. Common people do not understand e-mail
marketing, but the hotel industry is greatly profitable using this. Many people communicate to
see e-mail marketing that helps guests to understand the actual rate and all facilities that are
provided by hotels (Khan et al. 2021). The hospitality industry follows this idea and it is running
heavily and easily customers are booking hotels just by filling up a form.

Conclusion

From the study, it can be concluded that covid 19 situation has a deep positive impact on
boosting digital marketing in the UK hospitality industry and this prove the thesis statement.
many unique ideas are working to follow points that help the hospitality industry to increase
during the pandemic. The Covid-19 pandemic has taught people to avoid all infections and took
care of their health. Covid-19 expands all over the world so many countries are affected
physically and economically. The UK countries have followed many strategies that are used in
many business industries and it is highly profitable in the present time. Many social media apps
are used to engage more people. People are interested to see many opportunities in the hospitality
industry so easily they book any good hotel and good services quickly. Many hotels, clubs,
restaurants, and other hospitality industries create a good service provide videos and posting

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social media that is more attractive to the customers. In the same way, many business industries
follow this to create their brand.

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References

Journals

António, N. and Rita, P., 2021. COVID-19: The catalyst for digital transformation in the
hospitality industry?. Tourism & Management Studies, 17(2), pp.41-46.

Colmekcioglu, N., Dineva, D. and Lu, X., 2022. “Building back better”: the impact of the
COVID-19 pandemic on the resilience of the hospitality and tourism industries. International
Journal of Contemporary Hospitality Management, (ahead-of-print).

Filimonau, V., 2021. The prospects of waste management in the hospitality sector post COVID-
19. Resources, Conservation and Recycling, 168, p.105272.

Khan, K.I., Niazi, A., Nasir, A., Hussain, M. and Khan, M.I., 2021. The effect of COVID-19 on
the hospitality industry: The implication for open innovation. Journal of Open Innovation:
Technology, Market, and Complexity, 7(1), p.30.

Liu, M.T., Wang, S., McCartney, G. and Wong, I.A., 2021. Taking a break is for accomplishing
a longer journey: hospitality industry in Macao under the COVID-19 pandemic. International
Journal of Contemporary Hospitality Management.

Mahmoud, A.B., Berman, A., Tehseen, S. and Hack-Polay, D., 2022. Modelling Socio-Digital
Customer Relationship Management in the Hospitality Sector During the Pandemic Time. In
Handbook of Research on Consumer Behavior Change and Data Analytics in the Socio-Digital
Era (pp. 169-191). IGI Global.

Muoki, D., 2021. Impact Assessment of COVID-19 Pandemic on the Tourism and Hospitality
Industry in the EAC and Post Recovery Strategy for the Sector.

Rodríguez-Antón, J.M. and Alonso-Almeida, M.D.M., 2020. COVID-19 impacts and recovery
strategies: The case of the hospitality industry in Spain. Sustainability, 12(20), p.8599.

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Sakas, D.P., Reklitis, D.P., Terzi, M.C. and Vassilakis, C., 2022. Multichannel Digital Marketing
Optimizations through Big Data Analytics in the Tourism and Hospitality Industry. Journal of
Theoretical and Applied Electronic Commerce Research, 17(4), pp.1383-1408.

Sanabria-Díaz, J.M., Aguiar-Quintana, T. and Araujo-Cabrera, Y., 2021. Public strategies to

rescue the hospitality industry following the impact of COVID-19: A case study of the European
Union. International Journal of Hospitality Management, 97, p.102988.

Websites

London.northumbria.ac.uk, (2022), how-lockdown-has-changed-digital-marketing, Available at:

https://london.northumbria.ac.uk/blog/how-lockdown-has-changed-digital-marketing. [Accessed
on: 2nd November, 2022]

Ons.gov.uk, (2021), coronavirus and its impact on uk hospitality, Available at:

https://www.ons.gov.uk/businessindustryandtrade/business/activitysizeandlocation/articles/
coronavirusanditsimpactonukhospitality/january2020tojune2021. [Accessed on: 2nd November,
2022]