Critical Evaluation of Contemporary Hospitality Management Strategies

This essay provides a critical evaluation of contemporary hospitality management, focusing on the strategic planning of luxury hotels during international pandemics. The introduction defines hospitality management and its role in attracting and retaining guests. The literature review examines the impact of COVID-19 on the hospitality sector, emphasizing the importance of strategic planning. It includes insights from various authors and analyzes the role of corporate websites and communication strategies. The case study focuses on the Intercontinental Hotel, highlighting the challenges faced due to the pandemic, including reduced sales and revenue. The essay analyzes the hotel's strategies, including new financing arrangements and marketing initiatives, and discusses the implementation of the Lewis change model. The conclusion summarizes the key findings and recommendations for the hospitality industry to adapt and thrive in the face of ongoing challenges, emphasizing the need for change and adaptation to survive global crises. The essay utilizes various sources to support its arguments and provide a comprehensive overview of the topic.

Critical evaluation of one aspect of
contemporary hospitality management

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Literature review .............................................................................................................................3
Literature review on evaluation of the strategic planning of Luxury Hotels during
international Pandemics..........................................................................................................3
Literature review on planning related with hospitality development ....................................4
CASE STUDY........................................................................................................................5
Case study of Inter-continental hotel......................................................................................5
Recommendations................................................................................................................11
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Hospitality management is the department or sector which is engaged in administrating
welcoming activities of a hotel or resort. In this department, manger is involved in making the
stay of guests into place comfortable and also pleasant. Hospitality manager is engaged in
running operations and functions of a hotel, oversees personnel and keep records of financial
statements that enhances company efficiency in performing organisational role and reaching
desired goal. Organisations in hospitality sector performs various tasks and they work with
motive of attracting and retaining tourist group (Abubakar, 2020). Moreover, this essay
highlights on evaluation of strategic planning of Luxury hotels during international pandemic
time and the selected organisation for developing an understanding of strategies related to
hospitality. At last, knowledge is used to focus on a specific topic for development of appropriate
strategic planning.
MAIN BODY
Literature review
Literature review on evaluation of the strategic planning of Luxury Hotels during international
Pandemics
From the perspective of Laura Fredericks, 2020 Hospitality, travel and global industry is
rapidly increasing or expanding their area on continuous basis. In earlier times, traditional focus
of the organisation was on border screening, cruise and airline industry. It works with motive of
increasing travel comfort from one place to another. But according to present market conditions,
it is identified that the scope of hospitality industry is too wide. The decade 2020 started with an
unfortunate occurrence of pandemic that line over 30 novel infections which is being
experienced by world (Altuntas and Gok, 2020). The selected case study for the essay also focus
on international pandemic in hospitality sector that is raised due to corona virus. Corona virus
has impacted the hospitality sector in hazardous manner. The effect will be seen in long term and
it also made companies to confront various tough challenges. It has surpassed several other
impacts on related industries as well. It also considers about analysing solutions of all problems
that have been raised due to novel corona virus. According to view of given author, it can be
stated that strategic planning is utmost important to face and defeat challenges confronted by
companies in this pandemic time. This strategic planning will involve formulating for several

solutions those will be following all precautionary rules laid down by government and also
ensuring guests about their health and stay at the place.
According to the point of Dr Chandana Jayawardena, 2018 Corporate website performs
an important role in introducing company’s story and it is one of the one-great omission from
Intercontinental group. Along with this, Intercontinental group performs an important role and it
provides about knowledge to develop an understanding of marketing aspect of the group. It also
defines about status of marketing that demonstrate IHG and defines about international corporate
communication. With particular praise to perform all task on time states about analysis of all
factors through which each and every information is available for management to complete task
in an organised and efficient manner. In accordance of statistics from earlier time, it can be stated
that IHG corporate communication defines about each content that generates direct results for
attracting tourist to perform work in more profitable manner (Awan, Shamim and Ahn, 2020).
IHG performs their operations in international market and hence it becomes obligatory that t6hey
are analysing each and every factor so a to make the management and employee base aware of
all possible course of actions that will create awareness. This whole process will ultimately result
in improving the profitability measures of the company, that too in this pandemic time. Some of
few benefits that are identified because of this aforementioned analysis even in this pandemic
conditions are analysis of company portfolio through which all task is managed with prominent
stories that are established in corporate site. This process will help to make the management
aware of those services which will be helpful to increase the profit margins of the company. To
some extent, it is already defined that integration among communication strategies helps in
undertaking corporate brands to perform organisational operations with engagement of corporate
brands in company.
Literature review on planning related with hospitality development
From the point view of Margaret Mastrogiacomo, 2020 it can be stated that in view of
present market conditions (due to pandemic), this is evident that hospitality world is struggling
across all over the world. This define MICE sector stopped and it begin after year, so IHG group
reassure a large number of business tourist to dive in sector for purchase of hospitality services.
The main aim of this event activity is to relaunch about all over properties among the world. IHG
team embraced and developed a new channel to host a large gathering. Confidence programme,
it is introduced by authorities of ING. Along with this first point, programme is generated

specifically to adopt different flexible factors to match with planners and stakeholders of
respective hospitality organisation. The initiative of confidence programme undertakes about 5%
rebate towards master bill and it resulted in the fact that more customers are attracted towards
book of events in hotels of IHG group (Bajrami and et. al., 2020).
CASE STUDY
Recent months generated and precedencies various challenges related with tourism
sector. The hotel industry is hit catastrophically and this induced to hospitality services at shut
down point and it also resulted in global travel coming with a halt. This can be seen in the
situation of sales and revenue of IHG group as it is reduced and it is evident from the condition
that approximately 15% estate of organisation is closed
(https://store.globaldata.com/report/gdtt0358mi--case-study-the-impact-of-covid-19-on-
intercontinental-hotels-group/). Moreover, financial result demonstrates about decrease in sale
that came down to the point of 24.9%. IHG identified and plans to exploit a great exposure
within China. From the point view of Paula Johnson Tew, 2019, in comparison of different
countries this is inferred that organisation monitor a large section but management identified
more opportunities in market of China but due to pandemic conditions it is not possible for
management to earn estimated profits from their investment. So this is important for organisation
to formulate new strategies in order to earn desired volume of profits. Therefore, this is essential
for management to ensure better position in market and aids IHG group to improve their position
in market.
The sales potential of IHG hotel is more in China and it is true that organisational group
operate in more than 470 hotels within country. Almost twelve of its hotels is at position of
closing down because it is complex for hotels to manage their work. The existing management
defines that it is easy for company to survive a period of eighteen months with no capacity. But
after this, it is problematic to stay in market (Chen, Huang and Li, 2020). Moreover, IHG
formulated new financing arrangement and it includes revolving of credit facility that manages
all work with additional information. IHG also make eligible aspect for UK government to
manage all project in a commercial manner. A large section of different perspective generates
challenges for organisation. This also defines about development of company factors that aids
management to manage trends and also to forecast them with the process of undertaking of
marketing initiatives as it aids individuals to perform their work in an organised manner. By

developing an understanding of company budget, this can be analysed that tools and technology
generate successful factors and this is identified through audits in situation of pandemic.
Case study of Inter-continental hotel
Recent months generated unprecedented challenges in Tourism sector. Restriction of
travel, flight suspension and reduction of consumer confidence generated long term challenges
and also minimised the negative press. The details of Intercontinental hotel states that different
challenges induced issues in sustaining in international market with no bookings and events. The
specific area that is considered mentions about area of China as there, approximately eighteen
hotels are closed due to no number of tourist and event booking. All individuals or workforce
who is engaged in operations and functions of IHG are facing different challenges that create
complexity to attract more number of tourist within organisation. Budgeting session perform an
important role for the Intercontinental hotel group and this aids management to analyse and
understand market role in success of an organisation. Technology performs an important role in
completing all tasks within set framework and it defines about completion of project for
accomplishment of great success. In the present scenario, many sources of project which is
related with Covid-19 pandemic generated constant efforts within an organisation to perform
organisational task in an appropriate manner (Dube, Nhamo and Chikodzi, 2020). Forecasted
trends also determine aspects that aids to marketing dollars by performing work with decided
budget. Within context of Intercontinental hotel group this is understand by management that
marketing initiatives define perspective that aids to utilise all tool and it also trend them through
evaluating all results that aids IHG group to invest in different marketing initiatives for
performing organisational work in proper manner. With engage of all aspects this is analyse
management develop website through which longer results are obtained by identifying all
additional factors that improve company efficiency.
The global pandemic novel coronavirus-19 has affected many industries globally; hotel
industry is among the brutally affected one. It has been observed that hospitality industry lost
their business for month due to COVID-19 lock-down. Furthermore, it has been found that lock-
down have change the life and business operations, hence it has seen that there might be changes
how hospitality business has to be done in future. Hotel Intercontinental are now more focusing
on the new rules and regulation which are concerning to the social distancing and hygiene.
Beside this, Hotel Intercontinental have witnesses the issue of more hoisted and worried

customer because of fear of COVID-19 (Filimonau, 2020). As per the evaluation, there is need of
adequate mechanism to recover form still ongoing crisis. It is highlighted that pandemic will
affect the establishes business model of Hotel Intercontinental. Hence, there is need for change in
operational working of Hotel Intercontinental in order to survive in the global crises. Change is
crucial for Hotel Inter-Continental. Different theories of changes illustrate the effectiveness of
modification of strategies. Lewis change model is more useful to highlights the modification
effectiveness. Lewis change model consist of three stage i.e. unfreezing, change and refreezing.
Lewis change model at Hotel Intercontinental.
Stage 1- Unfreezing-
It is the first stage of transformation and one of the most crucial stage in the entire process of
change management. This stage makes people aware about the change to lower down their
hesitation and motivating them to have a leisure time at hotel Intercontinental. This stage present
that change is necessary, so there need to be modification in the existing status quo. Hotel
Intercontinental have made limited entry of the tourist, proper screening at the entry gate to make
sure virus not travel with people. They have made social distancing mandatory at the hotel deck
which means limited public inflow despite heavy demand due to safety concern. Staff at the
Hotel Intercontinental were asked to wear PPE along with their uniform to protect them and their
guest. Guest are not allowed for direct contact with the menu card and dishes.
Change
This is the stage of actual implementation of change, this involves acceptance of the new ways of
doing the business operations. Business operations have been affected due to implemented
government guidelines in concern to the global pandemic. No mask no entry and social
distancing is made compulsory at the Hotel Intercontinental. Contactless sanitizer machine
installed at the front gate. Dishes and garments are being cleaned time to time after put in use.
Stage-3 Refreezes-
This is last stage of reinforcing or freezing. The change made for the organisational process and
structure are being accepted by the employees, management and customer. It is a refrozen new
status quo or norms (Foroudi, Tabaghdehi and Marvi, 2020). People in this stage are being
habitual of new business operations. Employees at Hotel Intercontinental are preferring to wear
mask and maintain social distancing. Guests are preferring to avoid unnecessary contact with
things. There is proper hygiene at hotel deck and sanitizing on arrival and departure of the guest.

Covid-19 results that overall market and organisation face different challenges to perform their
operation and function in proper manner. This is because all place will be locked and no
movement of individuals is allowed within country. So it is important for IHG hotels to plan as
well as develop appropriate digital strategy for performing organisational work in a proper
manner. With conduct of in-depth discovery session related with internal stakeholders this is
understand it is essential for Intercontinental hotels to change the methods, strategy and plans to
perform their work in an organised manner. Management perform different task that are
specifically related with company goals and it is used to develop business methods. This aids to
increase individual performance through managing task with analyse of individual average as it
helps persons to complete all task by booking more seats in organisation. The pulse related with
shifts related with average length of stay, booking windows and so on. It also helps internal
stakeholders align of goals and it define about analyse of all internal stakeholders to complete
task with more efficiency. Along with this critical area are also covered by management for
completion of all operations and functions in an easy manner. China government formulate a lot
of strict actions and activities that generate problems for organisation to perform their work in an
organised manner (Jain, 2020). It also defines management of IHG face a lot of challenges that
create problems to attract and engage visitors within organisation. Evaluation of past
performance define about different marketing initiative and campaign that generate successful
results for organisation to perform their task in an organised manner. The most important
exercise related with Intercontinental hotel group define areas that is used to generate initiative
that demonstrate successful factors for organisation. It is also beneficial for management because
strategy perform an important role to complete organisational task in an organised manner.
Along with this by undertaking appropriate initiative it is considered that strategy, targeting and
implementing right aspects aids to perform organisational roles in an organised manner.
Marketing plan and performance also increase company efficiency and it analyse about company
roles that work as a root cause for management to perform their work successfully within China
and other countries.
With understand and analyse of flatten aspect it is understand that Covid-19 generates
challenges to perform work with pandemic conditions (Li, Yao and Chen, 2020). This is also
important for Intercontinental group to understand about travel aspect that make long term
results and also aids individual to travel in international market. There are different roles

performed by management and this define STR and tourism economics to complete all task in
proper manner. It also engages hotel industry to report about company demands that make
significant results to occupy company roles and project that aids to enhance about overall
profitability of business. Along with this the hoteliers forecast about different scenario, it takes
necessary steps to prepare and set proper expectations. The raise in company efficiency depends
upon guidelines and it is used to manage all work by considering all those perspective that
increase company value for maintaining strong and effective relationship with all stakeholders of
hotel. From the previous months this is complex for individuals to visit different places because
all business is at lock-down stage. It also considered about develop of those factors that increase
in company efficiency to understand efforts that increase value to maintain better relationship.
Intercontinental hotel group perform their work at a global level and this define about editorial
content that make long term results to guest with company policy in proper manner. Marketing
efforts play an important role and with implement of effective principle this is analysed that
increase in travel aspect also increase the number of individuals that aids persons to formulate
flexible policy of organisation. Relevant message also performs an important role and this aids
individuals to make areas through which Intercontinental hotel group offer holiday plans that are
appropriate for all individuals (Lu and et. al., 2020). In simple terms, it refers that company focus
on analyse of areas that is used to increase number of guest within business. Initial rise in travel
demand provide constant efforts and it results individual shift their focus on lower-funnel intents.
There are different targets exists in market and it define sudden increase within travel demand
and seasonality stabilise company roles such as to offer comfortable travel services. It is because
individual make long term aspects through which task are performed with motive of engaging a
large section such as seasonality impact on company sales. Covid-19 performs an important role
to enhance company strength that continue about recovery strategy that across company phase
for completion of task with analyse of books. This help in analyse of company results that travel
about strength of company. Organisation also generate lot of plans that demand about company
strategy for defining plans that make better results and it also to recover longer results. Long-
term planning performs an important role and it explicated about different curves through which
hotels are developed with a long term strategy. Moreover, world is focused to recover from
different aspects that is used for building roles that take different steps for performing
organisational work in a systematic manner.

With develop of travel demand this is also understand that outbreaks and social distance
guidelines perform an important role because Covid-19 disease is increasing with rapid speed
(Nankeen, Hong and Ud Din, 2020). All trends that are taken by management is to consider and
prepare digital strategy and it aids business to recover from both long-term and short term
strategy. Intercontinental group identify that social distance guidelines generate and break
different aspects through which more number of consumers is evolved in business. There are
different trends exists in market and also they are preparing by management to travel from one
place to another. It refers change in trend generate complexity for complete of organisational
work. This also define middle class consumer become more value conscious and they bring
better results that aids individuals to make aspects and potential for travel from one place to
another. It also considers luxury aspect perform an important role and with this individual really
focus on subsides, that work for preparation of digital strategy to easily travel from one place to
another. On the other side, accommodation perform an important role and it aids persons for visit
of different places. The potential factor increase experience of Intercontinental hotel
management to increase number of tourist and also influence them for stay in hotel that aids to
increase in company revenue and profits. Overall, middle class consumer is becoming more
valuable and also they are more conscious about develop of factors through which individual
easily travel from one place to another. Similarly, with recover of world all persons are focused
towards purchase of brand. It defines individual expect brand to become more supportive for
completion of organisational work in a potential manner. The current situation of overall world
including China is challenging. It also considers person face barrier to manage all task in proper
manner but with change in strategy IHG group develop methods that helps to complete all work
in proper manner (Önder and Gunter, 2020). With analyse of company efficiency it is identify
organisation enhance potential of workforce by increasing their number of brands and also it
generates aspect that make an individual more supportive. This results workforce of organisation
is improved. Example- Intercontinental hotel group generate those aspects that provide services
and food which is good in quality. Hotel standards also increase safety tools to attract individuals
in pandemic conditions.
Evaluation
With evaluation of all above factors it is understanding that IHG group move from one
place to another. It refers that hotel chain of organisation is increasing with rapid speed similarly,

IHG group also engage a list of factors that aids person to complete their task in proper manner.
Investigation aids person to identify and analyse about individual knowledge that investigate
about all those factors through which efficiency of company organisation is increased. Person
describe a list of perspective and it investigate about all sides that make longer results for
organisation. This is also essential for management to investigate about all points that aids
persons to view and analyse different gaps that generate problems for compare of overall points
through which person complete their work by achieving different materials to complete task in
an accurate manner. Strategy perform an important role for an organisation for accomplish of
company goals and objectives in an organised manner. Management engage different steps and
all of them focus on development of flexible methods through which task are completed with
more efficiency. Intercontinental hotel group generate positive factors through undertaking all
those perspective that across company channel and revenue for generating right proportion of
resources. This helps for completion of work by generate of company systems. Flexible policy is
also effective for management and it aids towards increase in marketing of hotels. But on other
side, this is also identified that management face problems to complete task with implement of
long term success factors (Qiu and et. al., 2020). Moreover, policies also generate negative
results and this is because it is complex for persons to engage right values. The organisation such
as IHG perform their work in global market. This define about all those roles and responsibilities
through which work is performed by analyse of marketing with basis of shift in company
strategy. It also results long-term success is obtained by management through performing all
work in simple manner. In the present scenario, frequent shift in strategy generate different days
that aids to develop essential content and it also define about completion of work by increasing
strength of organisation. Further, shift in strategy helps the Intercontinental hotel group to gain
high success through completing work with more efficiency. It defines success is obtained by
management but to generate positive results this is important for organisation to generate
frequent basis. This define critical factors is also engaged with develop of static aspect for
completion of task with understand of company value. On the other side, evaluation of company
policy defines that strategy aids towards development of content that reflects about develop of
potential guest within business.

Recommendations
In the present scenario, digital strategy performs an important role and this define
organisation are focused towards implement of immediate aspect. So it is recommending to
management that all individuals trained with digital technology to perform work in an organised
manner. Organisation perform an important role and it define potential guest are focused towards
generation of results through which persons are focused to minimise the number of precautions
that ensure staff and guest both are safe from health problems. Like, according to present market
conditions person address cancellation policy and this aids persons for taking precaution to
minimise challenges related with current market conditions (Rivera, Kizildag and Croes, 2020).
Reassure of guest also define that management highlight and guide about all business factors that
guide persons to attract tourist through proper guidelines. This also promote results through
which work is managed by analyse of all business perspective. With analyse of all offers and
packages that are tailored with engagement of guidance define about generation of areas that
make leisure package for travellers in pandemic conditions.
The spread of disease starts from China and slowly it enters among all over the world and
it results there are different problems face by management. Safety related aspect that include all
perspective such as health of individuals, hand sanitizer, social distance etc. to manage all work
in proper manner. Staff, guest and post perform an important role and it define that results are
updated through attracting personalization that engage management to work with analyse of
overall customer segment. Moreover, website and other digital strategy aids towards generation
of behaviour that increase experience of individuals to look for longer results within China
(Stergiou and Farmaki, 2020. This also define customer segment generate and feed overall
market that focus for highlighting and transferring values through which work is managed by
analyse of company factors. Moreover, new technology and tools make perspective that aids
personnel for increase in company values because changes are essential to implement in
organisation as Covid-19 directly impact on goals and objectives of business. KPI, is one of the
most effective tool and this aids persons to manage all work by analysing leverage decisions.
This also helps to develop long term marketing plan by which all work is completed through
analyse of industry change and trends that are raised after covid-19.