Opportunities and Challenges of the UK Serviced Accommodation Sector in the Face of the Covid-19 Pandemic (2021)

The purpose of this dissertation study was to investigate the opportunities and challenges that the pandemic created for the serviced accommodation sector of the UK’s hospitality industry. The growing importance of serviced accommodations to the UK hospitality, and the shortage of research on the sector rationalized the need to carry out this study. The study made use of a qualitative approach based on the ontology of subjectivism and the epistemology of interpretivism. Data collection depended on semi-structured interviews with five serviced accommodation owners in the UK identified through snowball sampling. The resultant data was analysed using thematic analysis.

Ultimately, the study established that the serviced accommodations sector was more resilient than traditional hotel accommodations during the pandemic. Furthermore, the study identified nine opportunities including: increased government support, increased acknowledgement of the advantages of serviced accommodations, increased organizational learning, implementation of new health and safety protocols, reduced competitive pressures, increased creativity, reduced reliance on online travel agencies, an increase in local demand for serviced accommodations, and an increased focus on short-term rentals.

Conversely, six challenges emerged including: reduced bookings, supply shortages, uncertainty, strained relationships with stakeholders, inability to meet financial obligations and government regulations. Therefore, the pandemic presented more opportunities than challenges for the serviced accommodation sector. However, the use of a small sample means the findings are not generalizable to the entire serviced accommodation sector.

The primary aim of this study is to investigate the opportunities and challenges faced by UK serviced accommodation owners during the pandemic. To achieve the primary aim of the study, it is necessary to meet five specific objectives:

• To provide a comprehensive definition of serviced accommodation and highlight the reasons people choose them
• To conduct a review of existing literature on the impact of Covid-19 on the serviced accommodation sector
• To conduct interviews with owners of serviced accommodation businesses in order to explore the challenges and opportunities they experienced during the Covid-19 pandemic
• To thematically analyse and discuss the findings from the interviews
• To provide recommendations for businesses in the serviced accommodation sector based on the findings

• 10,000 words – 40 pages in length
• Excellent use of literature
• Good analysis of subject area
• Well written throughout
• Ideal for tourism and hospitality management students

1 – Introduction
Dissertation Statement
Aims and Objectives
Dissertation Rationale
Conceptual framework
General Methodology
Definition of Terms

2 – Literature Review
The Theory of Environmental Turbulence and Covid-19
Growing Popularity of Serviced Apartment Accommodation
The Impact of Covid-19 on the Hospitality Industry
Ability to Bounce Back
New Opportunities for the Serviced Apartment Accommodation Sector
Conclusion of Literature Review

3 – Methodology
Ontology
Epistemology
Research Methodology
Sampling
Data Collection Methods
Data Analysis
Ethical Considerations

4 – Findings, Analysis and Discussion
Findings
General Experience with Covid-19
Major Challenges During the Pandemic
Opportunities During the Pandemic
Advantages of Serviced Accommodations Over Traditional Hospitality Businesses
Disadvantages of Serviced Accommodations Over Traditional Hospitality Businesses
Major Lessons Learnt in Business Management During the Pandemic
Government’s Role in Helping Serviced Accommodation Businesses During the Pandemic
Future Direction of Serviced Accommodation Sector and How Pandemic Has Contributed to This
Analysis and Discussion

5 – Conclusion

6 – Personal Reflection
Lessons Learnt

References

Appendices