Contemporary Hospitality Industry: A Case Study of Marriott Hotel and Resorts

This report delves into the contemporary hospitality industry, focusing on Marriott Hotel and Resorts as a case study. It examines the scope, scale, and diversity of the industry, analyzing the management structure, emerging trends in staffing, legal developments, and potential future trends. The report also assesses the impact of these trends on Marriott's image and operations, providing insights into the challenges and opportunities facing the hospitality sector.

Contemporary hospitality industry
1

Contents
Introduction............................................................................................................................................ 3
Summary............................................................................................................................................... 4
Task 1.................................................................................................................................................... 5
Introduction........................................................................................................................................ 5
P1.1 Understand and discuss the scope, scale and diversity of the hospitality industry with a global
perspective........................................................................................................................................ 6
Different types of hospitality products/services in the U.K.................................................................7
P1.2 Discuss the management structure of different hospitality organisation using your experience
in your chosen organisation (M1)..................................................................................................... 12
P1.3 Examine and assess the role of professional bodies and hospitality related organisations such
as the Institute of Hospitality............................................................................................................ 14
Conclusion....................................................................................................................................... 15
Task 2.................................................................................................................................................. 16
Introduction...................................................................................................................................... 16
P2.1 Assess the emerging trends in the demand and supply for hospitality staffs and discuss how
the industry attempts to meet the staffing requirements using your organisation as an example
(M2)................................................................................................................................................. 17
P2.2 Based on the roles and responsibilities of the hospitality staff discuss the skills and
qualifications requirement for the personnel (D1)............................................................................19
Conclusion....................................................................................................................................... 21
Task 3.................................................................................................................................................. 22
Introduction...................................................................................................................................... 22
P3.1 Analyse recent developments affecting the hospitality industry in the areas of legal (e.g.
contracts and negligence or health and safety), operations, and management. Use your
organisation for insights in your discussion......................................................................................23
P3.2 Discuss how the overall image of the hospitality industry is created and managed and assess
the current situation of your chosen organisation in terms of the image..........................................24
Conclusion....................................................................................................................................... 25
Task 4.................................................................................................................................................. 26
Introduction...................................................................................................................................... 26
P4.1 Present potential trends and developments in the hospitality sector using justified predictions.
......................................................................................................................................................... 27
P4.2 Carry out or produce an impact analysis for the predicted trends using your chosen
organisation as an example (D3)..................................................................................................... 28
Conclusion....................................................................................................................................... 29
Conclusion........................................................................................................................................... 30
References...................................................................................................................................... 31
2

Introduction
This assignment deals with the contemporary hospitality sector in the UK. This unit
will assist in understanding the nature and structure of the hospitality sector. This
case study explores the factors of the contemporary hospitality sector. Basically,
this unit is fragmented into four tasks. The first task will discuss the scope, scale, as
well as the variety of the hospitality sector with a global viewpoint. The management
arrangement of the selected organisation will be discussed. The role of professional
bodies and hospitality will be examined and assessed effectively. The second task
will measure the evolving tendencies in the demand and supply for the hospitality
employees. The discussion will be made in the context of meeting the needs and
requirement of staffs. In the third task, the recent development will be analysed
which are responsible for affecting the hospitality industry. The fourth task will
present the potential trends and development in the hospitality sector.
(Source: Study.com, 2018)
3

Summary
The Marriott Hotel and Resorts is located in Washington D.C. This hospitality sector
is also situated in the United Kingdom. The Marriott chain inaugurated with two
motels in the year 1950s by John Willard Marriott. It was founded in the year 1957.
There are approx. 566 hotels located in all over the world. As per a survey, Marriott
is frequently comprised on the Forbes best businesses all over the world and fourth
best hospitality sector. The revenue earned by the Marriott is £22 Billion. The
company has supposed to make the customer as a part of the sector and they like a
divinity by providing the services and goods as per the needs and wants. They used
to choose a beautiful and exotic location to build their hotels (Marriott international,
2018).
(Source: Zhang, 2017)
4

Task 1
Introduction
This report will be helpful in discussing the scope, scale, and diversity of the
hospitality sector in an effective way. The role of professional bodies and hospitality
related to the organisation will be discussed below. The management structure of
Marriott Hotel is also mentioned below. An effective approach to study has been
applied.
5

P1.1 Understand and discuss the scope, scale, and diversity of the hospitality
industry with a global perspective.
Scope
Introduction to the UK hospitality sector in U.K.
The hospitality sector in the UK is mainly characterised by the country’s hotels, pubs
and. It also generates around 4% of the UK GDP. As per September 2015 report, the
UK hospitality sector employed around 2.9 million people. Marriott Hotel is UK
based hospitality sector which provides a wide range of leisure services to their
target and potential customers.
Values-The core value of Marriott Hotel is to serve the customers by providing
goods and services as per their desire.
Vision- Their main vision is to become the premier earner and organiser of vacation
and leisure involvements all over the globe.
Mission- To improve the lives of the consumer by generating and permitting
supreme holiday and leisure practises (Marriott international, 2018).
(Source: Tully, 2017)
6

Different types of hospitality products/services in the U.K
Following are the products and services provided by the management of Marriott
Hotel:
Hospitality services- This hospitality sector provides a variety of room services to
the customers i.e. as per the budget and needs. They also provide management
services such as concert events, holiday venues, conference facilities, spa and
meditation, business, corporate hospitality and others to the customers. They also
provide hotels and resorts facility to the customers.
Food and service management- The Marriott Hotel has a wide range of hotels and
restaurants in the UK. This industry also provides services like food and beverage,
housekeeping and many more.
Size of the company
Number of employees 2,26,500
Number of hotels 566
Properties Around 6500+ properties in 127
countries (Marriott International, 2018).
Total properties US$ 24.140 billion (2016)
Ownership- Marriott Hotel is a public company whose shares are traded freely on
the stock exchange.
Product and services offered by the organisation
There is a wide range of product and services offered by Marriott. Some of them are
food and service management, resorts, accessories to the customers.
7

Scale
On average, it is estimated to have £5 billion of contribution by the hospitality sector
in the UK. The hospitality sector is the UK’s fourth biggest business in terms of
employment.
(Source: British Hospitality Association, 2018)
Current and projected financial performance of Marriott Hotel
Current financial performance
8

(Source: Konopelski, 2015)
Comparing the performance of Marriott Hotel, it is observed that in 2009 due to
financial crisis its market value is decreased. The organisation operates more
effectively when it comes to profitability margin.
Projected financial performance
(Source: Statista, n.d)
As compared with the previous growth in hotel rates, it will definitely get increased
by1.2% in the coming year.
9

Diversity
Diversity in hospitality
The diversity practiced in the hospitality sector business due to its diverse nature.
Variety in hospitality is also known as a key aspect in simplifying cultural exchange
on an international level (Merchant, 2018).
Benefits and challenges in the U.K. hospitality sector
The benefits of diversity in hospitality sector such as Marriott Hotel are:
 The hiring of a skilled candidate
 Positive organisational culture
 Flexibility within the organisation
 Improvement in customer service
The issues related to diversity within the organisation are underneath:
 Conflicts can be rise within the firm
 Lack of communication
 Hierarchy issues
 Lack of team building
How is diversity being practiced in Marriott
The management of Marriott Hotel provides an opportunity to diverse youth and
women so that they can be able to use their skills for the growth and development of
the firm.
10

(Source: Marriott, 2015)
11

Conclusion
The above task explains the scale, scope, and diversity of Marriott Hotel. This
hospitality industry is spread all over the world. They use cultural diversity within the
organisation. In this, they also give job opportunity to women.
12

P1.2 Discuss the management structure of different hospitality organisation
using your experience in your chosen organisation (M1).
The management structure of Marriott Hotel is as follows:
(Source: E Travel Week, 2015)
The above diagram shows the management structure of Marriott Hotel which is
responsible for providing a wide range of enhanced facility to the customers. The
management structure of Marriott Hotel consists of General Manager, executive
assistant manager and others who fulfill the demand of customers. The role of the
general manager is to guide the executive assistant manager. There are a different
department which works with the executive assistant manager of Marriott Hotel like
room division, accounting, marketing sales and others. The room division manager is
responsible for providing proper room and services to the customers. They also look
for the housekeeping services, security of customers. The workers are allowed to
carry the luggage of customers to their rooms. The accounting manager of Marriott
Hotel maintains the bill and financial data firm effectively.
The sales and marketing manager of Marriott Hotel helps in attracting the customers
in an effective manner. They also look over the reservation and convention services.
13

The food and beverage department of Marriott Hotel includes chef, restaurants, bars,
catering, room services, and others in a systematic way. The food and beverage
manager of Marriott Hotel is also responsible for taking care of pubs, bars, room
service and others. The services and products used by the room division manager
are totally outstanding (Boella, 2017).
14

P1.3 Examine and assess the role of professional bodies and hospitality
related organisations such as the Institute of Hospitality.
The professional forms and hospitality help in providing resources and funds for the
development of hospitality sectors such as Marriott Hotel and others. The role of
professional forms and hospitality are as follows:
British Hospitality Association- The British Hospitality Association (BHA) is the
foremost job association for the hospitality sector like Marriott Hotel. It is simply a
forum for the leading hospitality business in the UK. They provide funds and
resources to over 46,500 hospitality sectors in the UK. Their main role is to
encourage the brands and possessors across hotels, cafeterias, resorts, and others.
The BHA helps in shaping the future of hospitality sector as a driver for global
effectiveness. The major function of BHA is to work with the local government so that
they will be able to provide a proper business environment within the hospitality
sector (British Hospitality Association, 2018).
Springboard UK- The Springboard UK provides support to the individual who is
unemployed no family background. They also promote the hospitality sector to their
students by providing various types of job to the individual. Basically, they have a link
with the schools, colleges in which they offer an education program to the students.
Springboard’s work inspires, encourages, builds assurance, grows the skills required
and guides the recipients to flourish in a career within the hospitality sector.
British Institute of Innkeepers- It is a specialised body which represents the
individuals who work in the qualified hospitality sector such as Marriott Hotels or
others. The British Institute of Innkeepers supports their member by providing
various benefits such as mentoring services, a business magazine, counselling or
other facility to the customers. They work across the country for promoting the
professional standards and responsible drinking for the individual who works within
the industry (BII, 2018).
The Marriott Hotel can easily get benefitted from the professional bodies. The
appropriate business environment can be provided by the management of Marriott
Hotel for their development and expansion. The Springboard UK can provide skilled
15

employees from various sector to the firm. The professional standards of Marriott
Hotel will be improved by British Institute of Innkeepers.
16

Conclusion
From the above discussion, it can be concluded that scale, scope, and diversity of
hospitality sector plays an important role in the growth and development of the firm.
The professional bodies assist in improving the structure of hospitality sector.
17

Task 2
Introduction
This task will assess the developing trends in the context of demand and supply for
hospitality operators. Different strategies will be analysed for meeting the
requirement of staffing. The skills and qualification requirement of employees will be
discussed below.
18

P2.1 Assess the emerging trends in the demand and supply for hospitality
staffs and discuss how the industry attempts to meet the staffing requirements
using your organisation as an example (M2).
In the context of Marriott Hotel, the demand of customers is rapidly increasing day by
day. The demand for hospitality staffs is increasing because a large number of
customers is expected from all over the world. The peak season of customers
requires a huge number of employees who can be able to satisfy the needs of
customers. Many of employees are quitting their job as this is because of bad
behaviour of management. The demand for employees are increasing a large
number of customers are booking their rooms for business or leisure purposes.
Within the organisation, a large number of employees is required for fulfilling the
demand of customers. Increase in supply of staffs will be profitable for business.
Organisation will be able to improve the growth and development of services in an
effective way (Rauch, 2018).
(Source: Hotel News Now, 2017)
19

The above graph shows that relationship between the supply and demand of
employees within the hospitality sector. It can be seen that the demand for staffs are
increasing because the international tourists have increased markedly. The
hospitality sector in the UK is not being able to provide an effective number of staffs
for satisfying the needs and demand of customers.
The management of Marriott Hotel uses many techniques for meeting the staffing
requirements. Some of them are as follows:
Incentives- Incentives can be provided to the employees. This will be helpful in
retaining a large number of customers in an effective way.
Training and development program- Training and development program helps in
improving the current skills of employees effectively. They will also be able to handle
the issues and different situations within the firm.
Automated staffing model can be used by Marriott Hotel. This model helps in
incorporating with the various relief factors for employees such as the use of
vacation, work from home or others.
20

P2.2 Based on the roles and responsibilities of the hospitality staff discuss the
skills and qualifications required for the personnel (D1).
It is important to hire skilled and talented candidates who can be able to satisfy the
needs and demand of customers. Suitable qualification helps in highlighting the
strength and skills of employees in an effective way. It also helps in providing
knowledge and idea of the world and helps in improving the skills as according to
that. It helps in building opinions and have points of view on various things in life.
People can be able to debate over the various subject of within the hospitality sector.
According to the roles and tasks of the hospitality staff’s following are the abilities
and qualification which are required:
General manager- The skills which are required in general manager are good
communication skills, problem-solving, effective planning, decision making,
delegation and many more. It is important that the general manager needs to
possess all these skills because they are required to look for the growth and
development of the organisation. The general manager must have a bachelor degree
in business administration or in the management field.
Operational manager- The role of the operational manager is to supervise the
manufacturing of goods and services for the customers. The skills required for the
operational manager are strong leadership skills and ability to perform a wide range
of duty. The operational manager needs to have a technical degree (Dhar, 2015).
Sales manager- The sales manager are required to have bachelor or master’s
degree in business. The important skills which help in improving the role of sales
manager are excellent deals and concession skills, good planning and managerial
skills.
Room division manager- For the success of the organisation, the room division
manager needs clear, concise writing and verbal communication with the customers.
It is important to technical as well as management skills. The room division manager
needs to have a degree in hotel management.
21

Chef- There are different qualification which is required for chefs such as a
certificate in commercial cooking or others. The top chef skills which are important
for the growth and development of organisation are creativity, cleanliness,
multitasking and many more.
Security guards- The main attributes of security guards are alertness, honesty,
ability to serve the needs and wants of customers. The security guard needs to have
a degree in high school diploma (Dhar, 2015).
22

Conclusion
From the above discussion, it has been concluded that the hospitality staff needs to
have effective skills and qualification. For meeting the demand and desire of
customers the organisation can adopt a wide range of techniques.
23

Task 3
Introduction
It is found that the recent development in the UK is responsible for affecting the
hospitality sector in the legal areas such as health and safety and many more. The
current situation of the organisation will be analysed in this report.
24

P3.1 Analyse recent developments affecting the hospitality industry in the
areas of legal (e.g. contracts and negligence or health and safety), operations,
and management. Use your organisation for insights into your discussion.
In the context of Marriott Hotel, the recent developments which are affecting the
hospitality industry in the areas of legal are as follows:
Sustainable development- In the UK, the sustainable development is growing
rapidly. The UK government has allowed adopting the sustainable development of
the environment. It is important that the organisation is required to use the products
and services which will not be responsible for affecting the environment. The
hospitality sector needs to use three major points within the business which are
profit, planet, and people. The organisation needs to develop a product by analysing
the three sustainable products.
Labour cost- a Large number of employees is resigning their job due to low salary
package. The Marriott Hotel is using so many digital technologies for the growth of
the services. The human resource is more important because it helps in satisfying
the needs of customers effectively. The labour cost issues in the UK are affecting the
services of hospitality industry (Van der Wagen and Goonetilleke, 2015).
Cultural issues- As per a survey, a large number of international travelers are
expected in the UK. Many of the global hospitality sectors is providing facility to the
customers all over the world. It is significant to appreciate the tradition and culture of
various countries so that the organisation will be able to know the reviews and needs
in the context of services. The management of Marriott Hotel can hire professional
experts who can be able to communicate with the visitors properly.
25

P3.2 Discuss how the overall image of the hospitality industry is created and
managed and assess the current situation of your chosen organisation in
terms of the image.
The overall image of Marriott Hotel is effective than their competitor. Basically, they
are serving the customers since 1950 and also known as fourth largest hospitality
chain. For managing the image and dignity of the organisation, the Marriott Hotel
used to hire skilled employees who can be able to manage the organisational vision
and mission in an active way. They also provide monthly training to the employees
so that their current skills will be improved (Kandampully, et. al., 2015).
Fig- current situation of Marriott Hotel
(Source: Cision, 2015)
The above graph shows the current situation of Marriott Hotel. In the above graph, it
can be seen that the current position of the organisation is higher than its competitor.
This is due to the facilities and service provided to the customers.
26

Conclusion
The above task highlights over the various developments in the legal area. The
above report also analyse the effect of developments within the working environment
of Marriott Hotel. The current image of the hospitality sector in the UK has mentioned
above.
27

Task 4
Introduction
This task helps the reader in analysing the possible trends and growths in the
hospitality area by using defensible prediction. The impact analysis of the predicted
trends is also carried out in this report.
28

P4.1 Present potential trends and developments in the hospitality sector using
justified predictions.
The potential trends and developments in the hospitality sector are discussed below:
Customer service- In the current period, the current service is used for the
interaction among customers. This service will definitely be improved because the
customers are expecting multiple facilities from the organisation. The customer
service can be improved by providing a training session to the employees.
Social media- The management of Marriott Hotel is not using social media in their
daily use like uploading of images, videos or others. It can be analysed that the
competitors are using social media for the growth of their services. In future, the
Marriott Hotel can use social media for connecting with the customers.
Bookings- In the recent time, customers use offline room booking because Marriott
Hotel does not have proper application or software for room bookings or others. It is
important to consider that the technology is developing rapidly.
Food and beverage management- For making a prediction in future trends, it is
important to use home cooking for attracting a large number of customers. This is
because many of travellers are facing health issues like diabetes or others. They can
provide a new fusion of food and beverage to the customers (Zervas, et. al., 2017).
29

P4.2 Carry out or produce an impact analysis of the predicted trends using
your chosen organisation as an example (D3).
The management of Marriott Hotel needs to consider the customer services on its
priority because it helps in attracting a large number of customers. They can also
check the technological factors such as online booking, online food service or others.
The organisation is expanding all over the world as this is because they are hiring
skilled employees and also provide training in an effective and efficient way. It can
be seen that the current employees are very health conscious because many of
them are suffering from diabetes, heart disease or others. The current generation of
teenagers is largely using technology and social media as a way of communication.
With the help of this, the organisation can easily be able to connect with them in an
effective way. New fusion food and beverage facility can be provided to the
customers (Zervas, et. al., 2017).
30

Conclusion
By considering the above study it has been analysed that the increase in competition
level in the hospitality business helps in improving the current services and products
of organisation. Innovation and creative ideas are used for analysing the impact
analysis for the predicted trends.
31

Conclusion
The report provided above concluded that hospitality sector is a new trend which
contributes towards the economy level of the UK. The report has also concluded the
scope, scale, and diversity of the organisation effectively. The management is
important for the growth of organisation because it helps in dividing the task as per
the skills and talent of employees. The role of professional bodies mentioned in the
above report helps in providing its clear and comprehensive image. In the above
report, the trends in the supply and demand for hospitality staffs are also discussed.
For meeting the staffing requirements and needs, the management of Marriott Hotel
uses automated staffing model in which they used to provide various facility to the
employees. This will be helpful in increasing the supply of staffs in an effective and
efficient way. The qualification requirement of staffs is also analysed in the above
report. The potential trends and developments in the hospitality division are also
presented above.
32

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