Hospitality Management & Its Challenges

This assignment delves into the contemporary issues and challenges faced by the hospitality industry. It examines various aspects such as employee training and development, effective customer service strategies, the impact of online booking platforms on traditional reservation methods, and the evolving role of social media in marketing and guest relations. The analysis draws upon research findings from reputable journals like the International Journal of Contemporary Hospitality Management to provide a comprehensive understanding of current trends and future directions within the sector.

CONTEMPORARY
HOSPITALITY

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK A...........................................................................................................................................1
1.1 Structure of current scale, scope and diversity.................................................................1
1.2 Organization structure of different hospitality industry...................................................2
1.3 Role of hospitality related organizations and professional bodies...................................3
2.1 Staffing requirement in hospitality...................................................................................4
2.2 Roles, responsibility and qualification required for hospitality staff...............................5
3.2 Discussion on current image of industry..........................................................................7
TASK B...........................................................................................................................................8
3.1 Analysis of operational, managerial and legislative issues..............................................8
4.1 Predicted future trend and development in hospitality.....................................................9
4.2 Impact analysis for predicted trend and development......................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
ILLUSTRATION INDEX
Illustration 1: Organizational structure of Hilton Hotel ..................................................................3

INTRODUCTION
Hospitality is a broad sector and it includes several organizations which deliver
accommodation, food, entertainment and various other services. Further, hospitality is a billion
dollar industry and it is changing constantly. Therefore, ventures have to change their business
policies in order to gain competitive advantage over other competitors. Moreover, British
hospitality is growing rapidly and businesses are focusing on different options like theme parks,
theme restaurants and better client service (Williams, 2006). By taking the above scenario into
consideration, this present report has been prepared on Hilton hotels and resorts which is an
international chain of hotels under the flagship of Hilton Worldwide. This hotel is the largest
hotel brand around the world which focuses on satisfying both business as well as leisure
travellers.
This present report has been prepared for understanding the organizational structure of
different hospitality businesses. Further, this report will also focus on staffing requirement in
hospitality sector.
TASK A
1.1 Structure of current scale, scope and diversity
Hospitality industry is considered as a broad category in service industry which includes
various hotels, restaurants, pubs, nightclubs, theme parks, cruise lines and various others
businesses. Further, this industry employs large number of individuals who give their productive
services in different departments like housekeeping, kitchen staff, bartender, marketing, human
resource, etc (Silva, 2006). Further, hospitality industry's main aim is to satisfy the needs and
demands of their potential clients so that they can become loyal customers of the firm. With
more customers, organization will be able to increase their revenue and profit along with the
brand image. Majorly, this industry is divided into 3 major facilities namely accommodation,
food and beverages as well as travel and tourism.
 Accommodation includes hotels, motels, resorts, bed and breakfast, etc.
 Food and beverage involves cafes, restaurants, bars, nightclubs, etc.
 Travel and tourism comprises travel agent, tour operators, leisure centres, etc.
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However, employee turnover is the major problem of this industry and such sector has to
find a proper solution in order to retain employees. From a report, it has been evident that
average rate of employee turnover in US is 31% and in UK, it is touching almost 35%.
Scope in this is that hospitality organization can diverse into different services in order to
attract more of the clients (Raybould and Wilkins, 2005). Further, for the above context,
organization undertaken for the present study is Hilton hotel which is the most reputed brand in
the hospitality sector and their unique services differ from other organizations which are working
in the same industry. Hilton within their arena includes restaurants, bars, night clubs, etc.
Further, it is the most trusted brand in the hospitality industry in terms of services. Organization
also has immense trust of their clients and they come back to the cited venture whenever they
travel to UK for either any business work or for leisure. Services provided by employees are also
up to the mark and this is the major strength of cited hospitality organization.
Along with it, mentioned firm also has more than 700 sales professionals who are
working in 34 different offices around the globe. Managers and operators are further satisfied
that their hospitality receives best of the attraction in terms of scale, competence and experience
(Poulston, 2008). Further, employees are also dedicated towards their tasks and duties and they
accomplish it with the best of their efficiency and capability to achieve their desired goals and
objectives.
1.2 Organization structure of different hospitality industry
Organization structure of each and every hospitality organization differs from one
another and this structure plays a crucial role in the success of business. Moreover, Hilton hotel
focuses on increasing the chain of their ventures and majorly depends on franchisee agreement or
on privately owned facilities (Crick and Spencer, 2011). By increasing the number of hotels, it
will significantly lead to enhance in revenue and turnover for the firm. However, structure of
Hilton differs from other firms which are working in the same industry and this is the only
reason that organization is getting so much success. In Hilton, there is a systematic hierarchy
where one or two executives see the entire operation of firm. After that, structure is broken down
into different departments and it includes human resource, finance, marketing, sales, food and
beverage, maintenance, etc.
Furthermore, these departments are looked over by particular department manager and
he/she gives all the essential details to the general manager. Further, department manager also
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has a responsibility to handle a number of employees who work under him and manager has to
take relative measures in order to satisfy the employee’s needs and demands as well.
Illustration 1: Organizational structure of Hilton Hotel
(Source: Hotel and Hospitality Industry: organization structure)
Further, hospitality firm operates 24 hours a day. By considering this scenario, Hilton
also has assistant general manager who reports to the general manager of firm and gives them all
the necessary information which is happened in their absence (Barron, 2008). Further, each and
every department has their specific role to play and their work differs from one another. Staff of
the Hilton hotel is professional and multi- talented and they work with the best of their efficiency
to achieve their individuals as well as organizational goals and objectives.
1.3 Role of hospitality related organizations and professional bodies
There are different professional bodies who protect the interest of individuals working in
hospitality industry and help in maintaining the standards and quality at workplace. Some of
them have been discussed down under: People 1st: People first is treated as a workforce development expert which works in
hospitality, travel and retail industries. Organization is generally working in the
partnership with hospitality employers in order to develop some major solutions which
will increase the hospitality performance with the help of clients (Ryu, K., Lee and Gon
Kim, 2012). Further, mentioned organization provides training and development to the
employees which will improve their efficiency while working in the hospitality ventures.
Further, mentioned venture also finds ways to improve skills in the business
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establishment so that workers can achieve the desired goals and objectives of the
hospitality. British Hospitality Association (BHA): BHA is non-governmental representative body
in UK who generally promotes interest of the hospitality sector to the government
minister, MP's, EU commission. Further, this organization is focusing on developing
effectual relationship between the hospitality firms and local body. Currently, they are
taking various measures like cutting down the value of tax on the tourism VAT. Further,
mentioned association is also focusing on inspiring the next generation of leaders so that
hospitality firms have good support from the government in order to take development
process.
 British Institute of Innkeepers (BII): BII is a professional body for licence retail
industry. The main aim of this body is to develop the professional standards in the
hospitality sector (British Institute of Innkeeping. 2016). Further, their mission is to help
those people who are working pub and bars along with giving the same support who are
working in the hospitality industry. They also introduce training programmes for
employees in order to improve their career in bars.
2.1 Staffing requirement in hospitality
There are various types of job position which exists in the hospitality sector and HR
manager of firm has and duty to recruit best of the candidate who possess necessary skills and
potentials for a desired position. Various types of staff have been discussed down under:
 Functional specialists: Functional specialists are those individuals who perform the
major functions in the hospitality sector. They perform plans and policies precisely so
that the needs and objectives of hospitality firm is achieved by the employees in effective
manner. Moreover, they also take valuable suggestion from their talented employees so
that their morale gets boost up and they perform with best of their capabilities.
 Operational: Operational work is generally done in presence of the head and manager
employee different staff so that work is done in smooth way. With proper functioning of
the operational staff, hospitality ventures able to increase their brand image along with
revenue and profit (Law, 2009).
 Skilled/semi-skilled/unskilled: HR manager of the hospitality industry employs all
category of individuals i.e. skilled, semi-skilled and unskilled. Hospitality firms like
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Hilton needs talented and skilled employees because they have to maintain the standards
which they have along with the brand image which they carry whole around the globe.
Further, organization employs semi-skilled employees for performing the housekeeping,
laundry work.
 Supervisory: Supervisor is the one who supervise the work done by the lower
management in the hospitality firm. The main role of the supervisor is to check that how
the work has been done by the employee’s and if it is not done properly, then he will plan
training program in order to develop necessary skills. With effective supervision, task
will be performed in quality manner and firm will be able to develop more of the
goodwill.
◦ Supervisor plays a crucial role in the hotel and restaurant field as they have to identify
the work done by individuals there in. further, supervisor have to keep effective
measure on the sale of the services which are given by the hotel and restaurants.
Further, the behaviour of employee’s towards clients also evaluated by the supervisor.
Moreover, in order to find the working of individuals, they take relative feedback
from the customers as well and positive feedback from clients lead towards
employee’s development.
 Apprentices: Apprentices are the one who been employed in the hospitality sector for
some learning purpose. These apprentices are recruited by HR manager and they work on
training basis in order to see how work is done in the hospitality sector. They generally
get stipend and come to know the practical functioning of the business venture (Aggett,
2007). Many organizations keep apprentices for a particular time period and if there work
is liked by the hospitality firm then they are offered with an employment letter after a
specific tenure.
2.2 Roles, responsibility and qualification required for hospitality staff
Different individuals are working on different posts in the hospitality venture and their
role and responsibilities plays a significant role in the success of the business venture. Some
major posts have been discussed below along with their responsibilities and qualification.
Manager
Manager is the one who is in-charge of some specific position in the business
organization and a group of employees usually report to manager. For instance, HR manager is
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responsible for development of individuals who are working in the hospitality firm. Further, the
responsibility of hotel manager differ from hotel to hotel (Sigala, Christou and Gretzel, 2012).
However, some major responsibilities are:
 To plan and organize accommodation, catering and other services
 Developing the goodwill of the hospital venture
 Maintain the financial and statistical records
 Achieves sales and profit targets
 Train, develop and motivates staff
 Efficiently greet the customers
 Deals with comment and feedback given by clients
Qualifications for manager also differ, some need professional experts who have
experience in the hospitality sector earlier and some hospitality firm recruits fresher. Further, a
minimum 2:2 degree is usually required.
Supervisor
Supervisor acts as a boss or monitor to look the particular task and activities within
business organization. Supervisor generally gives instructions to subordinates and is also
responsible for the work and action done by other employees. Main role of supervisor has been
discussed below:
 Act as coach
 Mentor
 Advocate for employees and organization
 Employees training and development
 Employees performance management
 Supports HR department
Qualification required for supervisor is high school education or prefer candidate with
bachelor degree (Roles and Responsibilities of a Supervisor. 2016). Further, some organizations
also hire supervisors without any degree because they have experience and can perform good
leadership role.
Waiter
Waiter is the person who serves food to customers on the customers table in restaurant or
hotel (Ball, Horner and Nield, 2007). Hospitality organization is majorly depended on the service
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given by these waiters because their politeness and good service can help the firm to increase
their brand image as well as profits. Roles and responsibilities of waiter have been discussed
efficiently below:
 Warmly welcoming the guests
 Make sure that the table is neat and tidy
 Giving proper knowledge of menu to clients
 Answering question in gentle way
 Taking orders
 Ensures guests satisfaction
Qualification required for a waiter is not specific as it eventually requires good
communication skills. Further, earlier experience in this line will give a prior advantage.
3.2 Discussion on current image of industry
Hospitality industry involve lodging, catering company, food and beverage departments
and different others who give their productive services within the business organization. As due
to globalization, travellers are free to travel whole around the globe, this sector is increasing with
in a rapid rate (Brotherton, 2012). Further, hospitality firms make their plans and policies by
considering that with their competitors so that they get more attraction of their clients. UK
hospitality industry is wide and due to increase in travellers year by year, they are contributing in
the GDP as well. Global ventures like Hilton and Marriott are leading the chart as they provide 5
star accommodation to the business and leisure travellers.
Further, there are various restaurants, pubs, bars, bed and breakfast ventures who are
increasing the revenue for this sector. However, the riots which had happened earlier in 2011 has
affected the functioning of the UK hospitality industry. Moreover, the country has recovered
with the same at last and they emphasized on functioning their activities in more precise and ffair
manner.
TASK B
3.1 Analysis of operational, managerial and legislative issues
Manager is the one who managers the operations in the hospitality venture and work in
order to achieve the goals and objectives of business enterprise. Brand on the other side is the
goodwill which hospitality firm has and each and every firm in the industry focuses on
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increasing the brand image (Altinay and Hussain, 2005). With effective brand, more customers
will be attracted towards the organization and they will be able to get great amount of revenue
and profits.
Legislation is the law which is made by the government body in order to protect the
interest of individual as well as business organization. Operational issues: Operational issues in the hospitality industry come into play when
services rendered by the hospitality firm are not upto the mark. Manager of firm have to
take relative measures in order to maintain the food safety standards and give customers
the best quality of food so that they become loyal customer base for the business venture.
Further, social-culture issues are also a dominating problem where there exist some sort
of disputes between the employer and employee. Managerial issues: Managerial issues are the issues which are generally looked by the
management of hospitality firm. Organization faces different issues and it is the prior
responsibility for managers to solve in order to have efficient functioning (Vrana and
Zafiropoulos, 2006). Further, the green environmental issue is also standing as a major
problem for firms as they have to protect the environment and reduce the waste which is
generated from every day operations. Further, as hospitality sector is going in a rapid
way, various constructional work is going within UK for new establishment. These hotels
also have to protect the environment and should consider the government rules and
policies.
 Legislative issues: UK hospitality is in diplomatic situation because they have to follow
the rules and regulation formed of both UK government and European Union (EU).
Further, managers of the hospitality firm are directed to follow all the rules and
regulations in precise manner. Employees need to remunerated fairly and employer
should give them various protection like job security, pension, etc. which will motivate
them to work with their best efficiency. Further, HR manager should not make any
discrimination at the time of recruitment process and should select the most deserved
candidate.
4.1 Predicted future trend and development in hospitality
With so much intense competition in this 21st century, the competition will become
tougher in coming time period. There will be many more development in the hospitality sector in
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coming time and organization have to prepare specific policies in order to stay raw (Gill and
Mathur, 2007). Further, predicted future trends are; Relevancy on social media: With so much of technological development, individual
spend more of the time in surfing and it is necessary for the business venture to update
constantly on different social media sites like Twitter, Facebook, etc. However, it can
lead in opposite way as well as at times it can affect the hospitality goodwill too.
Negative feedback given by customer will create a huge buzz and will be a subject to
discuss for the people.
 Increase in service standards: Service standards need to be maintained by hospitality
venture for satisfying the needs and demands of the client. Further, they have to be more
precise in delivering the best quality of services because a one wrong move will lead to
decrease in the clientele base (Claver, José Tarí and Pereira, 2006).
4.2 Impact analysis for predicted trend and development
Income level of individual generally shows the living standard. Further, there way of
expenditure and living a royal life also plays a crucial role. But nowadays, food fashion, eating
tends are coming as a huge problem for the hospitality firm. Further, government is against the
consumption of alcohol, so in order to get the license for opening a pub or selling liquor is acting
as a major drawback for the hospitality venture.
Further, HR manager focuses on e- recruitment source and by selecting prosperous
candidate from the online source will not give firm a desired candidate and at times it will lead
into clashes between the superiors and subordinates (Longart, 2010). However, development
trends also impact the organization functioning. In order to overcome this, firm has to scan the
internal and external environment before conducting their business operations.
CONCLUSION
From the above report, it is clearly evident that the hospitality sector is growing rapidly
and business organization is giving stiff competition to each other. Further, this report showcases
the role and responsibilities of different positions which are essential within the hospitality firm.
Further, it also emphasizes on evaluating different issues which exists and organization has taken
relative measures in order to solve them.
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REFERENCES
Journals and Books
Aggett, M., 2007. What has influenced growth in the UK's boutique hotel sector?. International
Journal of Contemporary Hospitality Management. 19(2). pp.169-177.
Altinay, M. and Hussain, K., 2005. Sustainable tourism development: a case study of North
Cyprus. International Journal of Contemporary Hospitality Management. 17(3). pp.272-
280.
Ball, S., Horner, S. and Nield, K., 2007. Contemporary hospitality and tourism management
issues in China and India: today's dragons and tigers. Routledge.
Barron, P., 2008. Education and talent management: Implications for the hospitality industry.
International Journal of Contemporary Hospitality Management, 20(7). pp.730-742.
Brotherton, B. ed., 2012. International Hospitality Industry. Routledge.
Claver, E., José Tarí, J. and Pereira, J., 2006. Does quality impact on hotel performance?.
International Journal of Contemporary Hospitality Management. 18(4). pp.350-358.
Crick, A.P. and Spencer, A., 2011. Hospitality quality: new directions and new challenges.
International Journal of Contemporary Hospitality Management. 23(4). pp.463-478.
Gill, A.S. and Mathur, N., 2007. Improving employee dedication and pro-social behavior.
International Journal of Contemporary Hospitality Management. 19(4). pp.328-334.
Law, R., 2009. Disintermediation of hotel reservations: The perception of different groups of
online buyers in Hong Kong. International Journal of Contemporary Hospitality
Management. 21(6). pp.766-772.
Longart, P., 2010. What drives word-of-mouth in restaurants?. International Journal of
Contemporary Hospitality Management. 22(1). pp.121-128.
Poulston, J., 2008. Hospitality workplace problems and poor training: a close relationship.
International Journal of Contemporary Hospitality Management. 20(4). pp.412-427.
Raybould, M. and Wilkins, H., 2005. Over qualified and under experienced: Turning graduates
into hospitality managers. International Journal of Contemporary Hospitality
Management. 17(3). pp.203-216.
Ryu, K., Lee, H.R. and Gon Kim, W., 2012. The influence of the quality of the physical
environment, food, and service on restaurant image, customer perceived value, customer
satisfaction, and behavioral intentions. International Journal of Contemporary
Hospitality Management, 24(2). pp.200-223.
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Sigala, M., Christou, E. and Gretzel., 2012. Social media in travel, tourism and hospitality:
Theory, practice and cases. Ashgate Publishing, Ltd.
Silva, P., 2006. Effects of disposition on hospitality employee job satisfaction and commitment.
International Journal of Contemporary Hospitality Management. 18(4). pp.317-328.
Vrana, V. and Zafiropoulos, C., 2006. Tourism agents' attitudes on internet adoption: an analysis
from Greece. International Journal of Contemporary Hospitality Management. 18(7).
pp.601-608.
Williams, A., 2006. Tourism and hospitality marketing: fantasy, feeling and fun. International
Journal of Contemporary Hospitality Management. 18(6). pp.482-495.
Online
British Institute of Innkeeping. 2016. [Online]. Available through:
<http://www.hospitalityguild.co.uk/About-the-Guild/Partners/British-Institute-of-
Innkeeping>. [Accessed on 24th February 2016].
Roles and Responsibilities of a Supervisor. 2016. [Online]. Available through:
<http://managementhelp.org/supervision/roles.htm>. [Accessed on 24th February 2016].
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