The Contemporary Hospitality Industry

This report delves into the operational roles and skills required in the contemporary hospitality industry, with a focus on Club Quarters hotel in London. It examines the impact of political, economic, social, technological, legal, and environmental factors on the industry through PESTLE analysis. The report also includes a SWOT analysis of the hospitality business, highlighting its strengths, weaknesses, opportunities, and threats.

THE CONTEMPORARY
HOSPITALITY INDUSTRY

Table of Contents
INTRODUCTION...........................................................................................................................3
ACTIVITY.......................................................................................................................................3
Investigating range of different operational roles within hospitality sector................................3
Examining skills needed for roles within hospitality industry and current competencies
shortages......................................................................................................................................4
Reviewing skills gaps within sector in relation to a range of varied operational roles...............6
Analysing impact that skills gap have on hospitality ventures and make appropriate solutions. 6
PESTLE analysis on development of the hospitality industry.....................................................7
SWOT analysis for a hospitality business...................................................................................8
Evaluating the impact of external factors on potential trends......................................................9
Impact of external factors on development of industry.............................................................10
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
Hospitality term defined the relation between a host and a guest, wherein the host obtain
their guest with some amount of good will, such as reception that put positive impact on their
perception related to services. The current assignment will be based on Club Quarters hotel,
which covers under the list of leading hotels in the London, UK. In the organization, guests are
able to take pleasure of enhancing their satisfaction level, in term of using services, such as
accommodation, meal, housekeeping, customer service, etc. The report will explain range of
varied operational roles within hospitality sector and skills needed for each role and current
skills' shortage as well. It will also define the impact of political, social, economic and other
types of macro environment factors on organizations operating within similar industry.
Furthermore, it will also specify the SWOT analysis and how this process can inform decision-
making process.
ACTIVITY
Investigating range of different operational roles within hospitality sector.
Housekeeper-
According to current operational job role within industry, a candidate is accountable to
clean areas in the hotel and report any safety hazard to the manager or owner in charge. Along
with above practice, they may also responsible to change linens, do light ironing and wash dishes
appropriately (Alcalde-González, Mozo and Bustos, 2021). They may conduct practice to clean
guest rooms before and after visitors leave their room, which they always expect to be neat. This
role is quite valuable in the sector along with others, because of providing customer appropriate
satisfaction that enable them to revisit an hotel, which lead to increase organizational
performance, productivity and profitability.
Receptionist-
Another category of job title that falls under operational roles' concept is current one. In
the hospitality sector, a receptionist, either male or female is accountable to greet all the visitors
and assist them appropriate details related to check in and out (Safitri, Mataram and Widana,
2021). They may also focus on maintaining a positive attitude and creating positive environment
in the workplace that enhance customer satisfaction, which is quite essential for overall industry
growth.
Hotel general manager-

A candidate is in charge of managing daily hospitality operations in appropriate way, to
assure that each guest may enjoy an outstanding experience, which they never had before
(Kaštelan Mrak and Grudić Kvasić, 2021). It is essential for a general manager within industry to
oversee all the services and products related practices that skilled candidates in the firms are
accountable to conduct in professional manner, which in return lead to increase profits and
productivity.
Night Auditor-
The current term is also considered as specific operational role that accessible within
hospitality sector and encompasses different responsibilities along with key duties. A night
auditor is accountable to assists guest with their overnight requirement and balance their
accounts from day shift. They may conduct practice to check in and out guest arriving at night or
mid of the day. Along with above responsibilities, they may responsible to handle and manage
guest request in appropriate manner.
Marketing manager-
A candidate as marketing manager in the hospitality sector is accountable to develop the
best marketing plan which enable an organization to gain the attention of profitable guests and
potential customers. They accountable to make companies productive and profitable in form of
reaching desire outcomes as aim achievement, which is essential for continuous organizational
growth and success in the overall industry.
Examining skills needed for roles within hospitality industry and current competencies shortages.
Skills related to operational roles-
Housekeeper-
For the current role, there are several competencies require within hospitality sector and
these are, time management, effective communication, hard skills, interpersonal and flexibility.
When a person tend to play their role as housekeeper, then they may have to focus on each skill
which they develop or improve to grow rapidly in the sector, in productive and effective manner.
Each skill that they used to reach desire outcome is valuable, and beneficial for everyone either
housekeeper, their department and industry in which they work for longer time.
Receptionist-
The most important skills that a receptionist in hospitality sector may have and utilize are
communication, either verbal or non-verbal, multitasking, time management, prioritizing,

technical and dependability. These competencies may allow them to be productive and strong
commitment maker, who may always concentrate on achieving their aims and fulfilling
commitments.
Hotel general manager-
Interpersonal, team building, effective planning, financial management, leadership,
communication, decisions making, flexibility, and technical skills are required and expected
from those who may apply for hotel general manager role in the hospitality sector. These
competencies enable candidates to perform their role appropriately and contribute to make
companies productive, even better than rivals that existing in the same market and operating
ventures into similar industry. These skills are essential because of varied benefits that they may
obtain in appropriate manner.
Marketing manager-
Critical thinking is the most essential skill that required in the industry and expect to have
among those candidates who approach to work as a marketing manager in the hotels and other
form of ventures. Along with that, they may also have problem solving, adaptability,
communication, networking, creativity and writing skills as well as market research ability, that
may affect positively upon career growth.
Night Auditor-
Problem solving is the best skill that a night auditor in overall industry may have and use
in appropriate way, for purpose of obtaining and providing desire outcomes (Girsang and
Nababan, 2021). Strong customer service and multitasking skills are appropriate for them to have
and work for the same, which in the future contribute to improve and increase their productivity.
Current skills shortages-
Technical skills, research skills, problem solving and collaborative skills are missing in
the hospitality sector, that may put negative impact on candidates as well as organizational
performance (Richter, 2022). These shortage competencies in the industry may drive the
attention of management toward hiring people according to the requirement. Skills shortage is a
kind of investigation or minor research, which enable administration to determine what skills are
needed and lacking among people, who they tend to hire for making work easier and satisfactory
in customer context.

Reviewing skills gaps within sector in relation to a range of varied operational roles.
In the recent time, there are different types of approaches and techniques accessible in the
world that utilize to identify the requirement within hospitality sector related to operational roles.
In the same case, skill gap analysis may conduct in appropriate manner. It can be review that,
skill gap is the best technique that aid to reach desire outcomes, in form of determining
competencies that needed to play operational roles in the hotels and other companies that operate
under chosen sector. By conducting this analysis, it has determined that few skills that a
candidate in the operational department utilize appropriately, for purpose of achieving target
aims and objectives, which is quite essential for them to do so. This technique is effective
because of varied reasons such as in form of driving administration attention toward developing
plans to hire people with these competencies that they may use to provide unpredictable benefit
to companies, either small or large.
Analysing impact that skills gap have on hospitality ventures and make appropriate solutions.
Hospitality industry is rapidly growing, this sector demand skills to manage tourist
requirement. Candidate of hospitality area need those skills which allow them to address guest in
professional way, it is very clear that in every service based business organization, professional
skills does matter. Employee to manage hospitality operation focus on continuous improvement
because gap in skills may lead to impact on company's performance. However, hospitality
business provide effective training and development to each employee sharpening their skills.
There are certain impact of skill gap on hospitality industry, these may include;
Impact on brand image: This is one of the most common impact that occur when there are no
skills available with employee to manage hospitality operation, due to lack of professionalism,
skill gap arrive impacting service provided by employee. It is very clear that unprofessional
service by employee impact brand image and organization's reputation in the market.
Impact on profitability: This impact is noticeable which means profit of the organization will
go down because of skill gap an employee carry, business need to have those employees which
have professional skills to manage operation related to service based. Profitability is impacted
because employee weaken the business internally reducing profit making capacity of business.
Solution to address these issue:
 Training and development: This is one of the best way to manage issue related to skills, if
there is gap in skills which means business need to provide training and development

increasing skill level of employee. Training and development is the best method because
skills are only developed with proper guidance and efforts of the company. Employee
that occurring skill gap can manage this issue with training and development.
PESTLE analysis on development of the hospitality industry
Political factor
There is various manner in which the political factor may have impact on The Shard. For
example, taxation policies, standard of business etc. Financial supports and other initiatives from
government play a huge role in promoting the hospitality industry. The pandemic has huge
impact on the Shard and other hotels, restaurants etc. Political imbalance is also essential point
that do not inspire people to eat in restaurant and pursue in leisure activities (Karatepe and et.al.,
2019).
Economic factor
Any type of change in economy impact the hotel industry and a huge part of this industry
consist luxury hotel like The Shard. Recessions, rising prices and other economic outcome
brutally impact the individual ability to afford luxury hotels like The Shard. Overseas transaction
is also other economic factor that affects the ability of abroad travellers to use hotel facilities
(Nyamsuren, 2018). Developing nations should focus on improving their budget of hotel industry
to take more foreign visitor and grow economy.
Social factors
The younger generation is showing a strong tendency into the travelling because of social
media. It is influencing people to follow the latest trends and travel. This factor gain emerging
spending capabilities making sure that broad class of individual is able to utilize the hotel
industry (Leyva and Parra, 2021). These trends will grow in the upcoming future that will lead to
even more need of hotels. Also, hotel like The Shard accepting people of different backgrounds
and culture without any discrimination and Shard also giving offers that make individual to
afford longer and more luxurious stays.
Technological factor
The Shard and other hotels are becoming more technological friendly as technological
factors plays a huge role in development of hospitality industry. Online reservation directly or
via third party apps has assistance in improving the reservation rate of Shard (Makand Chang,
2019). Clients from other nation can easily book room in Shard and the ability of traveller to

write review also make sure that Shard gives better services and no act of discrimination takes
place. This factor may put positive impact on organization in term of increasing productivity,
which is quite beneficial and essential for continuous business success. It may enable
management to take pleasure of increasing brand image and building the same.
Legal factors
The legal factor of a nation is very important in the growth of hotel industry almost every
nation have discrimination laws in places that is beneficial for the hospitality industry (Leroi-
Werelds and et.al., 2021). Authorities are offering tax reduction to the hotel industry in order to
improve their economy. Hotels like The Shards is become strict in identification before letting
visitor to use facilities and also maintains social distance and proper sanitation of rooms before
and after guest check in and check out.
Environmental factors
Environmental factors have major effect on the development of the hotel industry as
hotels like The Shards consume a huge amount of water, light, fuels etc. The hotels also waste
material of huge amount on things like food, furniture, paper etc. Authorities and
environmentalists force luxurious hotels like Shard to bring the sustainability to their business
firm programme (Matović, 2020).
SWOT analysis for a hospitality business.
Strength
Luxury hotels like The Shards gives the overwhelming services, and they need more
employees to work in the hotel and this creates employment opportunities in the nation
(Sudarmawan and Harnani 2021). Hotel like Shards hire variety of people from security guards
to cook, waiter, HR managers etc. Hospitality industry is very profitable business sector. The
hospitality industry also benefits the local businesses and helps in their profit margins.
Weakness
There is some internal factor's that holding back the Shard growth and optimal
performance is lack of technology in the rooms and poor online reviews of hotels and also
lacking definite type of facilities and some rooms is quite outdates and unmaintained and old
also an outdated website.
Opportunities

The luxury events and office conferences and functions like this may become the
opportunity for the Shards. Events are very important drivers of the Shards and hospitality
industry. (Astawa and et.al., 2022). Focussing on the customers satisfaction and giving them the
best services possible will result in mouth publicity about the Shard and people will prefer the
hotel.
Threat
The pandemic is the huge threat to the Shards and the hospitality industry the lock-down
has caused loss of jobs of people and travelling and staying in luxury hotels is the least in their
mind (Davronov and et.al., 2021). People do not have enough money to travel and this means
hotel industry is going to be in corner for the upcoming years.
The SWOT tool is used to in the hotel management that hotels apply in order to measure
their capability and weaknesses as well as outer possibility and danger to their hotel. It is useful
to discover possibility before the time and program how to approach constriction actively.
Evaluating the impact of external factors on potential trends
External factors are concerned with outside things and impact the business growth
outcomes, it can be positive or negative. Business will have to make decision over to remain
successful and provider the competitive advantage in industry. In similar ways for hospitality
industry it can be said that there are many competitors in industry and growing their potential
with applying the appropriate strategies and offerings to get the advantage. This will impact
negatively on the organization performance and behaviour of their customers. Consumer
preference is changing immensely in current scenario where the social factors impact on the
Club Quarters negatively. For example, it can be said that people perceptions changes by time
and most of the people work in industry for fleeting time period and move to another, this will
create the high employee turnover for organization (Qin and et.al., 2019). In order to the same
organization should follow hire the skilled employee and engage them in work culture, so they
can work efficiently for achieving the organizational goals and objectives. By technology
factors, it would be beneficial for organization as such customer can make advantage by
booking their holidays through online resources. They can use information technology to serve
the better quality service to customers and the major challenging part of tech would be data
management and security. It is essential for business to seek the marketing strategies being used

by most of the competitors and in similar ways they must execute the better and unique offerings
and benefits to retain their customer satisfaction.
Impact of external factors on development of industry
The external factors assess major impact on performance of business in hospitality sector,
those impact could impact organization in such ways. Economy is relevant with impact of
external factors. Club Quarters group faces some issues in global shutdown due to the causes
of pandemic in the economy which creating the issues in further developments. On the other
hand government policies is the major concern behind development of entity managing
operations. The organization has developed the strong position in industry and has valuable
brand image which cannot be utilized in taking advantage of its goodwill by which entity has the
chance to develop in better ways.
Apart from this technological trends have the drastic role in growing of hospitality
industry (Filimonau and Brown, 2018). By using management tools for customers are easy to use
and helps in analysing the customer driven factors. On the other hand company can make use of
different tools to identify and analyse the concepts of external environment and adopt the
suitable strategies to implement ion their culture which would drive the customer attention.
Technology is immensely growing at large scale levels where using social media platforms
engage to interact with more audience towards the service and influence them to make
staycations. Environmental factors negatively affect and leads to poor performance of
organization in industry as such requirements in hotel wants water, lighting and others. The
entity waste broad range of things paper, appliance and much more in which the pressure group,
environmentalist and government put pressure to bring problem of sustainability.
CONCLUSION
From above study, it has been concluded that skills' shortage has driven the attention of
management within hotel to fill the gap related to competencies in the workplace, as they had
hired people with those competencies, skills and capabilities that meets their expectations. By
developing appropriate plans and strategies management has reached desire outcomes as they
had achieved target aims and objectives, whether they are short, long or medium terms.
Furthermore, by summing up above discussion, it has been summarized that political, and other
factors has impacted organizational practices in the hospitality sector. They had impacted in
negative and positive manners, which organization take into its consideration to take right

actions. It has been also determined that SWOT analysis has contributed to achieved goals, by
enabling management to utilize their venture strengths in the context of overcoming the adverse
impact of weaknesses and threats, which are considered external and internal factors. It has been
also determined that firm has gained benefits in form of conducting skill gap analysis.

REFERENCES
Books and journals
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Subversion tactics in Las Kellys’ struggle for dignity in hotel housekeeping. Annals of
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