Consultancy

HM 601- Consultancy Project
for Hospitality Management –
Report

Table of Contents
INTRODUCTION................................................................................................................................3
Analyse the cause and effects of managerial challenges in hospitality sector.................................3
Explain management theory, analyse & interpret variety of complex industry-specific managerial
problem & issues.............................................................................................................................7
Exercise initiative & take responsibility for outcomes for their decisions or proposed actions and
to evaluate impact of outcomes.....................................................................................................12
Practice a range of professional competencies in the development of management decision
making and strategic planning.......................................................................................................16
CONCLUSION..................................................................................................................................20
REFERENCES...................................................................................................................................21

INTRODUCTION
Management refers as the administration and coordination of tasks to attain a goal. In
addition, it is the process of setting and accomplishing goals via the execution of five basic
management functions such as planning, organising, staffing, directing and coordinating; that utilise
financial, human and material resources (Gilligan, 2018). It can be defined as the essential process
of managing and monitoring the affairs of the organisation, irrespective of its type, size and
structure. Hospitality is the direct relationship between a host and a guest, wherein the host receive
the guests with goodwill, including the entertainment and reception of visitors, strangers or guests.
Therefore, hospitality management refers to the study of the hospitality industry that covers
destination marketing organisation, restaurants, hotels, amusement parks, cruise ships, country
clubs, conversation centres and many mores. Hospitality management is dynamic and changing
takes place according to the trends in market. Implementing a consultancy project for hospitality
sector is not easy and requires a proper planning to execute the project in appropriate manner. The
cliff at Dinham, headquartered in UK is 3 star hotels which provide variety of food and beverages.
Cliff at Dinham is a commination of delicious food, relaxed atmospheres and charming rooms that
will make visitors visit one to remember. It is a perfect Ludlow hotel for a relaxed lunch This report
includes causes and effects of managerial challenges, analysis of management theory-problems &
issues, outcomes of decision and responsibility evaluation and assessment of sources.
Analyse the cause and effects of managerial challenges in hospitality sector
In service and hospitality sector, firm faces wide range of challenges and issues in business.
They affected the business at wider and broader level. Many of the hotel managers should juggle
variety of the tasks from marketing business and also encouraging many booking in order to
balancing the expenses and revenues. In this present time, managers are facing the various issues
that in the past time due to the new technological developments as well as consumer behaviours. On
the other hand, demand for the hotel has transformed dramatically. The managerial challenges have
impacted way hotels and some other services are to be operated. These issues develop the
bottlenecks which mainly impede expected development. Better understanding of management
complexities would give hospitality managers clear edge over competition (Brunt, 2017).
In the hospitality sector, consumer behaviour has change and it has impact on the
management as well as the marketing activities of hotels across globe. New technologies and the
new expectations have been evident in international hospitality market. The hotel managers should
have to be handle the many tasks which may consists marketing business and also encouraging the
booking to balance the expenses and revenues. Changing the times have brought with this changing
demand and issues have through far grown from what have been past tomes with technological

development and customer behaviour. The Cliff at Dinham also faces such challenges because
several factors. There are various managerial issues that impacts on hospitality industry. There are
some main issues that will be explained as below:
Causes
Growth and entry of new business- In hospitality industry, many new business of the same
field are growing at rapid level and this cause a problem for The Cliff at Dinham because more the
growth, higher will be the competition in the sector (Cabral, 2019).
Recruiting & hiring- Further, when it comes to hiring talented staff it become difficult for
hospitality management to search the skilled employees. In relation with The Cliff at Dinham, they
face such problems because of which profit and sales revenue get affected.
Adapting to the new technologies- In this present time, guests are tech savvy. They mainly
require concerns to be properly addresses and sometimes it can be main challenge. Through this
operational efficiency, there should be high right from the front desk to the housekeeping so their
demands are meet on the right time. In regards to this, with ITAs bringing the sales as well as
growing to managing them and compliance is another concern. There are several smart solutions
available such as complete hotel PMS with the booking engine and channel manager. Speed at
which the technology is mainly revolutionizing sector over past years is mainly alarming. In regards
to this, modern hospitality solutions are user friendly but used to the traditional methods, the
hoteliers search complexities in adapting the new technologies (Tabari, 2020).
Trends- In this industry, trends in market always changes periodically regarding the food,
service, taste of people etc. This also cause issue for service industry to operate their functions and
operations in proper manner.(Evanoff, 2016).
Labour and skill shortages experienced- It is about housekeepers and service staff, it goes
way beyond supervisors to departmental managers. Searching the tech savvy managers which can
integrate and manage information system of hotel to decision making is not easier to fete. The
hospitality business required well trained, mannered and disciplined staff. In regards to this, when
available staff are trained and invested in, there is not the guarantee as to sticking around when they
search better offer. For such kind of people, irregular working hours and also not encouraging pay
might contributing the customer satisfaction is main objective of hotels and profit less after. Better
remains training programmes, courses and certifications which could assist skills of staff and
assuring that employees are take care.
Findings & keeping valued customers: The growth and success in the industry and
increased rivalry could be a contributing factor to hospitality business’ capability to attract as well

as retain customers. About half of managers, owners and staff surveyed said as they experience this
challenge. This is a major issue for hospitality industry that highly and directly impacts on
hospitality sector. This also effects on their productivity and profitability level. This issue directly
faced by hotel manager. In case of Cliff at Dinham, this is one of the biggest issue that directly
impacts on the their profitability and profitability level (Hu, 2016).
Hiring the best staffs: This is another main managerial issue that effects on hospitality
industry in direct manner. Finding the best employee is a major issue for all employers, but it can be
especially challenging for hospitality businesses. The issue of hiring as well as retaining employee
is a biggest challenge experienced by 54 percent of all hospitality business owners and managers. It
is essential for hotel manager to find best staff members who have knowledge about the hospitality
business. This will helps them in increasing of sales and also market ratio. Cliff at Dinham also
faced such issue which impact on their brand image as well as sales (Gursoy, 2019).
Continued technological changes and regular innovation: It is consider as another issue
that is arise within hospitality sector and impact on the overall performance as well as profitability
level. Technology is changing rapidly and due to this the requirements of customer is also changed
as they prefer to buy or consume those products that is innovative and new in market. In relation to
Cliff at Dinham, it is significant for the higher authorities to adopt innovative technology in order to
improve their service and offer something new to customer which attract them towards brand. On
the same time, using of new technology arise cost to hotel that decline their revenue level so it is
important for an organisation to make effective use of technology and maintain their level of
performance in an effective manner.
Changing customer expectations: The requirements as well as expectations of customer is
changing because of various factors such as technology, culture, society and many more. Dealing
with the changing customer expectations is one of the managerial issues faced by hospitality
industry. With reference to Cliff at Dinham, it is analysed that organisation conducts research on
regular basis and also take feedback from its customer in order to gain knowledge about their needs
and requirements. This help company to develop effective strategies and meet with the customer
expectations which in turn assist in attaining competitive advantage at marketplace. It is determined
that if the hotel is not able to meet with customer expectations then it is difficult for them to retain
customers and sustain in market for longer time period. In addition to this, it will also occur high
loss to the organisation and decline its brand image in market as well.
Effects
Infrastructure- This includes management, staff members, processing and production
process etc. In relevance with The Cliff at Dinham, when trends changes in market, it affected the
whole infrastructure of the management and business. This leads to reconstructing and redesigning

of infrastructure (García-Lillo, 2016).
Productivity- Hiring the efficient staff and employees in the organisation is beneficial for
business because inefficient staff work with low pay and also decreases the productivity of firm at
deeper level.
Sustainability- It is an increasingly relevant problem as it can affect hospitality industry in
many ways. These issues includes, enhancing brand image, as visitors are drawn more as well as
more to environment-friendly organisations and potential staff members are looking to be an
important part of business that make a difference within the community, enhancing cost efficiency,
by developing better working procedures and also environmentally friendly technologies or
techniques that end up maximising the profitability of hotel.
Reputation- The reputation of hotel is what the guests say about hotel by the online
reviews, photos and comments. Many of reviews are made on the social media such as Facebook,
TripAdvisor, Instagram and Yelp. These all are the high ranked platforms. In regards to this,
hospitality sector has been battling to be establish the relationship with the guests. Regardless of
sector of national economy, high trust level should be maintained among service provider and
customers. It is key to efficient as well as effective economic transaction.
Arisen Unprecedented factors- As hotel managers are dealing with the environmental
factors which may impact that business is complex because there are the factors beyond control.
Weather could be bad at the unprecedented times and rate at which the guests troupe in could be on
low. In context to this, political terrorism and threats could be issue. Managers can have secure the
high tech equipments along with the trained security personnel in order to keep guests safe which
could expensive to be maintain(Lynn, 2019).
Staff Turnover- It is analysed that employees are the key asset of a business entity who
perform effectively and help in attaining growth and achievement of objectives within time period.
Staff plays an important role as they carry out all the functions as well as activities which enhance
the productivity and profitability of an organisation. It is important for a company to focus on
satisfying the requirements of employees and retain them for longer time. In context to Cliff at
Dinham, it provide training and development session to its employees in order to enhance their
skills and capabilities which help in both personal and professional growth. Moreover, the
organisation also provide both monetary and non-monetary benefits to employees of their good
performance in order to motivate them towards achievement of objectives. This will help company
to attain higher profit and enhance their revenue level.
Customer satisfaction- Dealing with the customers or complicated guests, there could be
more than just the natural instinct to be patient or calm. Getting the staff trained on providing the