This document provides an overview of the contemporary hospitality industry, including the types of businesses, operational and functional departments, contribution to the economy, operational roles, required skills, and a PESTLE analysis.
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Contemporary Hospitality Industry
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Table of Contents INTRODUCTION...........................................................................................................................1 TASK 1............................................................................................................................................1 P1 Types of business in hospitality industry...............................................................................1 P2 Operational and functional departments of hospitality business...........................................2 P3 Contribution of hospitality industry in the economy.............................................................3 TASK 2............................................................................................................................................4 P4 Operational roles in context of hospitality business..............................................................4 P5 Skills that are required to perform the role in hospitality industry and its current shortage..5 TASK 3............................................................................................................................................5 P6 PESTLE analysis of hospitality industry........................................................................5 P7 SWOT analysis of travel-lodge and its impact on decision making process.........................7 TASK 4............................................................................................................................................7 P8 Current trends in hospitality industry....................................................................................7 CONCLUSION................................................................................................................................8 REFERENCES................................................................................................................................9
INTRODUCTION Hospitality industry can be defined as service sector which provide transitional services to its customers. This includes food and beverage, entertainment, travel and tourism factor. The hospitality sector work as bridge between host and guest. In present scenario hospitality sector includes different services that include lodging, accommodation, drinks, entertainment place etc. through which they contribute for the development of economic condition of country. The organisation chosen for this assignment is written in context of Tarvel-lodge which is a well recognisefor itshospitalityservicesand operatetheirbusinessamong overallworld. Is headquartered is situated in Thame, UK. For this report PESTLE and SWOT analysis are covered in context of hospitality industry(Wilson, Murphy and Fierro, 2012). Along with these the contribution of hospitality business in local, national and global economic will be covered in this report. Further in these report different types of skills are discuss that are required to complete job responsibility in hospitality sector. TASK 1 P1 Types of business in hospitality industry The term business includes different types of products and services that are offer by an organisation in the market to earn profits. This task covers several categories of business that deals under hospitality industry are given below: Lodging and accommodation-The accommodation is the wide concept in context of service sector it includes various services to paying guest or customers that involve bed and breakfast, resorts and suites. For example- the major activity that performs by Travel & Lodge is to provide shelter which determines that they maintain privacy of their guests(Wakie, 2015). Food and Beverage-This Food departments includes several factors such cooking of food, storage of raw material and food transportation through which they provide delicious food to their customers. Like in Travel-lodge food department represent their food with an attractive presentation which governs that organisation is aware about health of customers. Travel and tourism-In present market trends the major task that is performed by hospitality organisation is providing efficient travel and tourist services to customers in which they provide brief details about local culture of country. Like travel lodge provide many 1
opportunities for society individuals that includes employment generation, foreign exchange etc. It signify that they establish themselves as backbone for economy of country. Entertainment industry-Major source of income for hospitality organisation is to attract morecustomersfortheirbusiness.Allindividualswhopurchasehospitalityserviceare considered as travellers that travel to new place in order to spend some time in performing fun activities. This is predicated as opportunity by management of travel lodge so they provide horse riding, mountain biking and other adventurous activities which signify that entertainment is crucial part for hospitality sector(Tran, 2018). P2 Operational and functional departments of hospitality business There are different types of functions are performed by operational and functional department that helps an organisation to achieve their goal. Some of this functions are given below. Functional department-These type of department works for an organisation to increase their performance and productivity of its operations. Some of this are mention as below: Marketing and sales-This department is needed for each and every organisation either they operate their business in products or service industry. Marketing team plays an vital role in order to increase the sale of services for the hospitality organisation. In context of Travel-lodge the major task performed by marketing team is to converting the prospects into leads through creative advertising so that organisation earn more revenue for their business. Financial department-The primary function that is performed by financial department of an organisation is to ensure the financial stability of an organisation. For this they develops cash and fund flow statement, profit and loss account for an organisation which determines availability of cash is crucial factor for an organisation to start new project(Salvioni, 2016). Operational department-Functions that are performed by an operational department of an organisation is to complete their daily activities or functions. Housekeeping-Inhospitalityindustryneatandcleansrooms,floorandproper arrangements of items are the crucial factors that impact on business performance which signify the importance of housekeeping in an organisation. Travel lodge hire or recruit effective and skilled employees which helps them to manage their infrastructure hygiene and clean. Administration-Manager or officer of an administration department plays the primary role in an organisation because they work as bridge by maintaining healthy relations with all 2
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departments. Within circumstance of travel-lodge administrative team play an essential role as they work to emerge and combine all activities of organisation in order to achieve similar goal for the organisation. P3 Contribution of hospitality industry in the economy Travel and tourism industry is growing with rapid face in an organisation which states service sectors are generating sufficient revenues from customers. Some of the major impact on economy of country is mention as follow(Sainaghi, Phillips and Corti 2013): Local economy-Local economy of a particular region will be more benefited with implementation of hospitality organisation. It is stated by the government of UK and Europe that if a nation want to develops that they need to explore more places that increases number of visitors through which they generate more income from customers. Like Travel-lodge provides employment opportunity to local people by offering different job roles to them. For the development of local people management contribute beyond their limits by paying tax that help to raise the living standards of society. National economy-For an organisation the stability of the economic condition of the country or nation is the major factor that influence on the decision making of society. It includes several factors such as policy and law that relates with monetary terms are included under this sector. Fiscal policy, tax collection and GDP etc. are part of national economy of country. In recent years travel lodge and other hotels increases the 4.9% rate of GDP in overall UK which determines that production and service sectors are increasing rapidly which work as positive factor for organisation International economy-Travel and tourism sector is the broad factor which involves large number of service in an organisation such as tours of different countries. Similarly now a days customers also go beyond their country with purpose of travelling and to explore business activities(Niewiadomski, 2014). The authority of British hospitality association states that they are more than 700 million transaction take place in UK with other countries which signify that hospitality organisation are working as backbone for economic condition of country. 3
TASK 2 P4 Operational roles in context of hospitality business The role of operation manager is essential in each type of organisation because they hold upper position which governs that their suggestion impact on decision of management. Along with these they monitor the role of performance of each employee. Some roles are given below: Roleofdivisionmanager-Divisionmanagerorofficerplaysvitalroleinthe management. They are responsible to control the activities that are performed in the organisation. Apart from this they also guide employees so that put their efforts in right direction. In context of travel-lodge operational manager work with motive to increase the satisfaction of customers by providing them delicious food, quick service etc. through which organisation match their product with customers expectation. Role of housekeeping-Department of house-keeping work to increase the efficiency of organisations. It is the responsibility of house-keeping team to neat and cleans the rooms of hotel. In context of travel lodge they identify the needs of customers and if the number of workforce is decreases then they implement short term strategy such as recruiting more workforce through which it is easy for organisation to fulfil the needs of customers effectively. Role of front desk-The people of front desk work as the bridge between all functions of company. In hospitality sector they are first persons who interact with the customers and guest. For this it is necessary for travel-lodge that they recruit effective staff through which it is easy for them to generate more leads for the organisation. This signify that front desk employees play integral role in the organisation for which it is easy for organisation to manage all functions together(Mutanga, Gandiwa and Muboko, 2017). Role offood department-Travel-lodge provide effective services as well as products to their customers. The food department has large variety of products through which they provide creative and healthy dishes to their customers. For this it is easy for organisation in case to generate more revenue from other sources. It includes restaurants, events and catering etc. for these travel-lodge hire chef which are responsible to manage all kitchen staff and food. The combination between product and service industry helps hospitality sector to gain competitive edge from rivals. 4
P5 Skills that are required to perform the role in hospitality industry and its current shortage In hospitality industry huge number of employees that relates with different background are working together to achieve similar goal which determines that skills are necessary for an employee to perform the job. Some essential skills are mention as below: Team work-Employees or individuals need to develop the skill to organise and manage their work along with other members of the organisation. In hospitality industry different types of services are offer by organisation to their customers(Lopes, 2016). In context of travel-lodge the management provide training to their employees through which they generate skills like time management and coordination these helps them to complete their work with in pre-determined period. Along with these it also helps management to complete their work in organised way through completing it sequential and systematic manner. While in present scenario employees are lack form this skill because of low faith and conflicts among them. Enthusiasm-In an hospitality industry, management hire those employees that perform their work with more energy. The service sector includes the job of different factors in which they organisation and employees has to perform their responsibilities and roles after the sale of product or service also. Like in circumstances of travel-lodge they took regular follow up of their customers which determines that it energy is crucial factor for employees. While in present scenario employees face difficulties to complete their work because there is lack of motivation is present in employees this create hindrance in their performance. Communication skill-First factor that is essential in an organisation and employees who operate their business in hospitality sector is high communication skills which helps them to generate more productive results in the organisation. In context of travel-lodge they are operating their business in UK which helps them recruit highly qualified and skilled employees through which it is easy for them to interact with guest effectively(LAODE and et. al., 2017). TASK 3 P6 PESTLE analysis of hospitality industry PESTLE analysis helps the management of Travel-lodge to predict the environmental conditions of country. Some factors that impact on service sector is as follow: Political factor-Policy, laws, rules and regulations that are generated or decide by the ruling government of country are included in these factors. Like tax policy, foreign trade policy 5
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are included in this factor. Travel-lodge follow all the rules which are formulated by government to expand their business in other countries also. For this management target those countries which have liberal policy for an hospitality industry. Economical-Financial decisions of an country that includes interest and inflation rate, savings, exchange rate etc. are included under economic factors through which determines the economic stability of the country. In context of hospitality industry, it is growing with rapid face so the management of travel-lodge invest in those countries are developed because it increases their market area(King, 2015). Social factor-The method or way by which the society perform and complete their work by implementing their value and attitude in the processing activity is included under social factor. In context of travel-lodge they need to perform activities or operations that does not impact the belief of society if they do that then it negatively impact on business operations. Technological factor-In present market conditions, technology is an effective tool which helps an organisation to increase value in their service or product. Like in hospitality sector there is cut throat competition is present in industry. In the context of Travel-lodge technological factor such as Wi-Fi, security system, automatic doors helps an organisation to increase their customer and expand their market. Environmental factors-Each and every country has different rules, norms and policy that protect the natural environment of country. In hospitality sector it is essential for an organisation to follow the rules of government because it helps an organisation to sustain in specific country(Huang,2013). Along with these it also attract customers if any country has similar green and healthy environment. In context of travel-lodge they organise and manage different CSR activities that helps them to increase their goodwill in industry. Legal factors-Laws and legislation, rules, policythat are developed by the country to maintain fair trade in market and between industry are included under legal factor. Through these they monitor that organisation are operating their business in ethical way which provide equal rights to all companies. It is beneficial for travel-lodge because it provides them opportunity to operate their business in healthy working environment. PESTLE analysis of connect catering Political factor-UK is developed country therefore the political conditions of them are stable which governs that they are beneficial for industry. Connect catering is successful 6
organisation which achieve high growth in UK because of government support. While the other fact is that if company does not follow policy formulated by government then ruling party is in position to stop their operations. Economical factor-After the Brexit there are different changes are formulated in the economy of UK. It considered that there are different challenges are faced by government and industry. Therefore connect catering implement effective strategy in order to overcome from low economic condition. Social factor-Hospitality business is developed for the society which determines that individuals are the major element of service industry. Management of connect catering is focused on satisfying the needs of customers by providing effective hospitality services to them. While the other issue if organisation services impacts on society individuals negatively then they boycott their products. Technological factor-In present scenario all business adopted latest technology that helps them to expand their business among overall world. In context of connect catering technology helps them to grow their business digitally. Another factor is that it is expensive for organisation to purchase new technology. Environmental factor-In recent years environment safety is the major factor that impacts on organisations performance. Along with these they also create positive results for an country. Connect catering is operating their business in service industry so it is essential for them not exploit the resources of the country. Legal factor-Each country develops some laws that are essential for them to protect the interest of local industry. Like in each country foreign as well as local organisation both operates their business due to which it is essential for connect catering to follow all laws that are generated by government. P7 SWOT analysis of travel-lodge and its impact on decision making process SWOT analysis help management of travel-lodge to increase their strength and to overcomeformweaknessesbypredictingthem.Alongwiththeseithelpstoexplore opportunities and threats in the market. Strengths-the below mention strength impact positively on travel-lodge and its operations Travel-lodge has major strength of their price they helps them to increase their market by offering rooms to all segment of customers. 7
The management of travel-lodge has tie-up and develop agreement with different small budget hotel. It helps them to increase their market base and customers(Bruns-Smith and et. al., 2015). Weaknesses-It impacts in negative way for an organisation which creates barrier in their productivity. ï‚·Travel-lodge has increases their business at global market. It increases the range of different products and services in the market but similarly it also bring rigid and complex structure that create barrier to achieve organisational goals and target.ï‚·Due to tie up with small hotels it is difficult for organisation to provide effective services according to the price that they charged from their customers. Opportunities-are positive factors that helps an organisation to increase their business.ï‚·Organisation or NGO that work for safety of environment creates an opportunity for travel-lodge as they establish themselves go green infrastructure. This helps them to represent them as eco-friendly organisation(Gikutha, 2017). Threats-helps the management of Travel-lodge to formulate strategy through which they reduce risk and loss for organisation.ï‚·Management of travel-lodge expanded their business in local market which include Britain and Europe. While hospitality industry is expanded themselves at global market which increases competition in market. SWOT analysis of connect catering Strength ï‚·Principle of connect catering service are strong due to which they provide effective services to their customers. ï‚·Connect catering covers wide area of UK market which determines that they strong customer base.ï‚·Employees of connect catering are intelligent and skilled that increases satisfaction level of customers. Weaknesses ï‚·Connect catering does not maintain positive relations with suppliers and its partners as it creates issue for them. 8
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ï‚·The support sales action of connect catering is weak that creates problems for them to produce effective outcome for the organisation.ï‚·Connect catering follows traditional business structure and strategy that does not match with present market condition. Opportunities ï‚·Research team of connect catering is strong that helps that helps to understand whole market conditions and predict opportunities that exists in market. ï‚·Organisation has alternative to changes their model that help to attract more customers by formulating effective strategy.ï‚·Restructuring helps the organisation to complete their business at global that increases its market size. Threats ï‚·Their is high competition exists in the hospitality industry because industry is expanding day by day. ï‚·Demand of customers are hard to match by organisation because it is changes on regular bases. ï‚·It is difficult for organisation to cover their cost because hospitality industry is price competitive. By the above SWOT analysis it is evaluated or measured that there is high competition exists in UK hospitality industry due to which organisation faces different hindrances that creates hindrances to perform their activities. So it is essential for connect catering to analysis their strength and weakness to sustain in market for longer period. While travel-lodge is operating their business at global level it signifies that by increase strength helps them to explore opportunities that exists in market. TASK 4 P8 Current trends in hospitality industry Different trends that are follow by organisation which are operating their business in hospitality sector are as follow: Health and well being-In present scenario guest are aware about their health and fitness. So they demand or search for an hotel that is equipped with gym, spa and pool etc. The increased 9
number of travellers are asking for wellness options. Like travel provide gym and pool in each resort and hotel of them which signify that trends impacts on hospitality business(Ali, Amin and Cobanoglu, 2016) Technology-The constant connectivity and seamless technology helps an organisation to develop goals and maintain friendly relations beyond the country. Like many hotels such as Aria offer their guest with high tech card that detect the presence of their guest and opens the gate before they reach their destination. Sustainable rules-Eco-friendly and safety practice of environment are becoming the norms in each industry. For this context of hospitality industry it is essential for them to perform their activities within the framework of surroundings and organisation. Example- Travel-lodge employees use the energy resources that are renewable and save environment from harmful gases. Like for development of electricity they use solar panel technique to operate their air- conditioner, light, lamps etc. which govern management use resources in optimum way. Digitalised guest experience-In present scenario applications are the major factor that impact on business. In context of these it is hospitality business adopt digital method to increase their business operations. Food trend-In service industry such as hospitality food is only the tangible product that is provided to customer. So it is essential for travel-lodge to provide effective food to its customers in order to generate loyalty in them towards organisation. Sustainability-With the increasing number of hotels buyer found different alternatives in order to switch from one organisation to another.Therefore organisationorganising and performing different activities in order to retain their position in global market. All the above trends are evaluated by the organisation to find out whether their operations match with particular trends or not. For this they managed their goals and modify their strategy in order to provide effective services to customers. CONCLUSION According to the above report it is concluded that there are several types of work under service sector specifically in hospitality business. This includes catering, restaurant, events, lodging and accommodation etc. that helps to improve the economic condition of country by providing different employment and business opportunities to society individuals. Along with these some skills are mention that are needed in an employee to complete the job role in 10
hospitality industry. Further PESTLE and SOWT are implemented in order to predict market conditions and environment that helps an organisation to follow potential trends that are present in hospitality industry. 11
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