Crafting Your Future: Professional Practice and Research

This report explores the importance of professional practice and research in shaping your future career. It covers the background and context of the industry being researched, a literature review of the industry's competitive environment, changes and trends, and discusses the specialized skillset required in the chosen industry. It also highlights the importance of creative and ethical leadership skills in the industry.

Crafting Your Future
Professional Practice and
Research
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Contents
INTRODUCTION...........................................................................................................................3
Element 1 - Research Essay.............................................................................................................3
1. Background and context of the industry being researched.................................................3
2. Literature review by analysing the industry’s competitive environment, changes and trends
in that environment.................................................................................................................4
3. Discuss and critically evaluate:..........................................................................................7
a. How the chosen industry you wish to enter in terms of its direction and opportunities to
develop your career in, requires specialised skillset and its place in relation to opportunities
...........................................................................................................................................7
b. What creative and ethical leadership skills are required in the chosen industry...........8
Element 2 - Digital showcase of self-reflection...............................................................................9
Element 3 - Personal Development Plan.........................................................................................9
A. Personal Analysis..............................................................................................................9
B. Setting Goals....................................................................................................................10
C. Personal Objectives..........................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
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INTRODUCTION
Professional practice is referred as the practice which reflects commitment to good
relationship and strong ethical values, evidence informed decision making, critical enquiry, use
of specialised knowledge, accountability and constant development of self and others. It entails
about developing experience and knowledge, that are standard profession or an area and includes
information collection procedures which are the part of typical relationship among employer and
employees within that context. In order to accomplish better staffing, higher satisfaction of
employees and better outcomes, an environment which supports the professional practice is very
important factor.
This report is a professional portfolio which includes three components - research essay,
self-reflection and personal development plan. The research essay part covers brief background
and context of hospitality industry; a brief literature review by analysing competitive
environment of industry, trends and changes in that environment by using appropriate tools; the
way chosen industry is in terms of opportunities and direction to develop the career in and
discussion about the creative and ethical leadership skills needed in the industry. The self-
reflection part includes reflection on own skills, experiences, and associated feelings and what it
learnt from the module along with the way to transfer this learning into future behaving and
thinking. The third element, i.e., personal development plan is prepared which covers personal
analysis, goal setting and personal objectives.
Element 1 - Research Essay
1. Background and context of the industry being researched
Hospitality sector is a multi-billion-dollar sector which rely on disposable income,
availability of leisure time and complete satisfaction of customer. There are four main segments
of the industry including lodging, recreation, food and beverages, travel and tourism. In United
Kingdom, the hospitality industry is highly represented through the restaurants, hotels, leisure
organisations and pubs and generates around 4% of GDP of United Kingdom. In year 2019, the
industry contributed 59.3 billion euros in gross value added to economy of United Kingdom,
approximately 3% of complete economic output of UK. In three months to September in year
2020, around 2.38 million jobs were there in the hospitality industry in United Kingdom, which
representing around 6.9 % of total employment of UK (Hospitality industry in the UK, 2021).
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In United Kingdom, hospitality industry has become dynamic, in respect to volumes of
investment recorded, owing to uncertainty surrounded through Brexit. Investment in hospitality
sector increase in year 2018, and it recorded positive main performance values. In comparison to
the overall performance recorded by nation, the key performers recorded in London alone are
slightly high. The average room rate for UK was approximately GBP 87. On the other hand, the
similar for London was approximately GBP 150 in year 2018. In the same year, the occupancy
rate was around 78.8 percent in UK and around 84% for London (Hospitality Industry in The
United Kingdom - Growth, Trends, Covid-19 Impact, And Forecasts (2021 - 2026), 2020). This
makes London a big contributor to the growth of overall hospitality industry. It has been
expected that the demand for new hotels will increase in the forecast period, owing to rise in
number of travellers to UK. The influence of uncertainty due to brexit is affecting the
environment of investment, however the growing demand assisting the nation in attracting
investors. As per the competitive landscape of industry, the hospitality sector is dynamic in
United Kingdom. It is a mixture of International and domestic brands which share high
competition. The sector had recorded growth numbers in year 2018, in terms of investments and
performance.
2. Literature review by analysing the industry’s competitive environment, changes and trends in
that environment
The hospitality sector is diverse and involves all from hotels and accommodations to bars
and restaurants. Adoption of latest trends of technology in response to changing consumer
behaviour, because of coronavirus pandemic is important. Most of the trends are emerged from
general transformations in the behaviour of consumer. Some of the trends which act as response
to the pandemic as well as associated changes in consumer behaviour are as follows:
1. Safety and hygiene - with the emergence of covid-19 pandemic, safety and hygiene is
becoming essentially important. These concepts must be the priority of restaurants, cafes,
hotels and bars. The measures include executing policies associated with wearing masks
and other protective equipment, provision of hand gel, ensuring social distancing rules
and increasing cleaning of different areas where customers will be. Apart from this, the
marketing efforts of hospitality also requires to focus on hygiene and safety steps that an
organisation is taking (Hospitality Trends: The Latest Trends in The Hospitality Industry,
2021).
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2. Robots in hotels and restaurants - On the list of trends in hospitality sector, automation
ranks high. Robotics is a very good example of automation in hospitality industry. The
restaurants, hotels and similar organisations can utilise robots in order to greet customers
as well as administer them information, while also play a significant role in security
operations too. In hotels, robots have been utilised to perform cleaning and of a room
services as well as other housekeeping chores. On the other hand, restaurants can
potentially utilise robots to perform aspects of food services. In order to reduce close
contact with customers during the situation of Covid 19, robots help in effectively dealing
with them and avoiding direct contact of staff members with customers.
3. Mobile check-in service - this service is primarily related to hotels as well as other forms
of accommodation. Mobile check-in service is the most useful trend in hospitality sector
for reducing requirement for contact of human to human and it is a significant concept in
context of covid-19 pandemic and the efforts related to reduce the spread of virus. Apart
from this, mobile check-in also enables guests to benefit from self-service as well as
make the arrival part of guest experience much faster. In order to ensure its success, it is
very much important to administer guests with access to application.
4. Chatbots - It is the another trend in hospitality sector which is related to customer
service and can be useful in delivering swift responses to the customer's questions, even
when staff is not available. This can lead to initial contact resolutions in many cases, but
it can also collect information as well as pass it on to human rep if needed. The
organisations operating in hospitality industry required to get to grip with maximize
number of questions that guests will have regarding coronavirus as well as restrictions in
restaurants and accommodation. In this, chatbots is able to answer the significant
questions in this field within seconds, assisting to decline the levels of stress for all the
people involved.
5. Organic and healthy food and drinks - Previously, substantial section of hospitality
sector was made of bars and fast food restaurants selling junk food and sugary alcoholic
drinks. But, there has been a cultural shift and people are becoming more aware regarding
the things they are eating. This leads to the trend of healthy food and drinks. This has
meant for restaurants to re-vamp menus with healthy food options involving dairy free,
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vegetarian, low fat, gluten free, organic and vegan options. However, these trends extend
to hotels, holidays and catering services.
Covid 19 pandemic had forced the hotel sector to change drastically to survive and
eventually initiate to thrive in new normal. Whereas, some of the leading trends of hospitality
prevail in year 2020 and beyond, it is significant to note that the organisations in the sector have
had to adopt changes in design along with digital technologies to elevate property wide hygiene,
facilitate social distancing and make sure safety of guests. Across the hotel industry, contactless
technologies become the norm, while automated features of cleaning and internet of things
preventative measures become commonplace in every common area and guest room. It is the
way to stop the virus spread and ensure health and safety of guest. Following the unprecedented
events in year 2020, the hoteliers bracing for lengthy route to recovery in year 2021. In the
hospitality industry, cost saving measures will consistently to be on top and local tourism will
constantly be crucial for the recovery of hotels, with maximizing number of hoteliers are
reshaping their marketing strategies now around local markets. Hoteliers are now expecting
financial recovery till year 2022 for which they execute more cost effective marketing and sales
strategies in year 2021. They will increase their emphasis on direct channel which outcomes in
declined commission payments to third party channels of distribution.
It has been found from the research on market trends from quarter 4 of 2020, that direct
channel developed around 70% of bookings in October month of the year in comparison to the
similar period in year 2019. Whereas, direct bookings were positioned at around 60% of
bookings in November 2020 over the similar period in year 2019 (10 Hotel Trends to Watch in
2021, 2021). The organisations in hospitality industry are expected to constantly emphasizing
efforts towards strengthening direct channels in order to decline dependency on intermediaries.
They are also expected to maximise direct interaction with customers over the duration of year
2021. The concerns associated with health and safety has re-emerged as an important concern of
consumer behaviour for hoteliers. Thus, it is crucial to ensure that prevention plans are easy to
digest, visual and can be associated with reservation confirmation emails, critical guest touch
points and pre-arrival communication.
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3. Discuss and critically evaluate:
a. How the chosen industry you wish to enter in terms of its direction and opportunities to
develop your career in, requires specialised skillset and its place in relation to
opportunities
Today's hotel management apprentices have a many career options to select from. With
the arrival of International chains of hotel, the culture of organisation in hotels has also been
positive to apprentices from hotel schools. However, the spread of corona virus pandemic has
been a bumpy ride for individuals in hospitality sector. For the professionals and new graduates
who are already in this area, new trends are affecting their skills that they need to succeed in
upcoming years. From the tumultuous year 2020, the hospitality sector is on its way back. There
are numerous alterations in the sector which are developing new workflows and new job
opportunities which may alter the existing roles. The pandemic developed greater focus on
sanitation and cleanliness in the area. This has developed requirement for hygiene managers and
auditors in the industry who carry HACCP certification. Apart from that, Guest experience is at
the forefront of everything the organisations do in future. The hotels which develop unique
experiences will attract more customers as well as create value. This could develop more roles
associated with customer services in the industry.
Moreover, health and wellness is also one of the bigger issue upon which the hospitality
organisations emphasize on. The organisations focus on providing wide array of nutritious foods
and beverages will possibly to be pleased with sales. It must maximize demand for or exercise
and wellness professionals and nutritionists. Apart from this, another opportunity existing in the
industry is need of experts. Sustainability is more crucial than ever in current scenario, so the
organisations must develop transparency around their activities and practices associated with
protecting the environment. This requires the industry more experts in the similar area in order to
assist them restructure their workflows so as to accommodate these trends.
All these will need new job skills to assist hospitality sector as they go to recovery mode
from coronavirus. The individuals who exhibit the skills like multitasking, problem solving,
digital marketing, upselling skills etc. will see more opportunities to job in the coming months.
Problem solving skills is the main requisite for management in hospitality sector. This however,
is a sector wide skill which is valuable to hospitality organisations as the shift Business models
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to accommodate whatever is next in coronavirus stricken economy. Revenue and financial
management job possibly to blossom in future as from accounting to data analysis, these money
skills consistently to be important. Apart from this, multi-tasking skills are also become
significant for me in area of hospitality industry. The organisation will possibly to look to
individuals to stretch their efforts of work to encompass wearing multiple hats. It assists in cut
down labour cost for next few months. During this time, it is good for me to add on to my
credentials in order to look more appealing to organisations in future. Content creation and
digital marketing remains the most required skills currently. The online presence in hospitality
sector is consistently to be critically significant. If I am a good communicator both digitally or in
person, then these are the skills to highlight for the employers. In addition to this, upselling skills
are the valuable skills in hospitality industry. Since the consumer count is down, the hotels and
restaurants will look to increase dollar output from each guest. If I have cross selling skills, then
it will make me more valuable in the hospitality area in upcoming months. Thus, it can be said
that if I possess these skills sets, then I will definitely get the opportunity to develop my career in
hospitality industry.
b. What creative and ethical leadership skills are required in the chosen industry
Ethical leadership is very important skill in hospitality sector as it cast positive influence on
people and organisation at large. It helps leaders in improving satisfaction of employees,
maintaining fair environment at workplace, enhancing motivation of employees for better
performance and be role model to follow. Therefore, improve their commitment towards the firm
which results into decline in turnover tendency. ethical leadership also help in declining the
liability of business through preventing rework and costly administrative errors. The traits
associated with ethical leadership in hospitality industry includes willing to evolve, communicate
openly, mediates fairly and manage stress effectively. Good leaders required to be able to adapt
and evolve to changes which are sure to come in the world of business. The ethical leadership
skills in the leader includes value driven decision making skills. It is very important for leader
to check all the decisions first in order to ensure that they are according to the values of
organisation. In ethical leadership, only those decisions which mitigate this criterion are
executed. Apart from this, team development skill is the another skill needed by ethical leaders
in hospitality industry. They foster a sense of team spirit and community in the organisation.
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When leader strive to accomplish goals, these goals are concerned not only about personal goals.
Leaders make genuine efforts in order to accomplish goals which benefits the overall
organisation - not just leaders. On the other hand, creative leaders have ability to look things
from new perspectives as well as resolve issues through seeing the things that others don't. It
involves problem solving skills which is significant for leader. In the current competitive
business environment, there are various issues and challenges facing by hospitality organisation.
Good problem solving skills help in resolving those issues in an effective way and accomplish
the goals of organisation. In addition to this, conflicts are evident in each organisation. By the
help of conflict management skills, leaders find out creative ways to manage the conflict
effectively in the organisation and develop healthy workplace where all the employees work
collectively towards accomplishment of organisational goals.
Element 2 - Digital showcase of self-reflection
At the time of choosing my career path, I was very confused initially and don't know about
on which area I need to emphasize on. But, when I search about the different industries and the
opportunities available in those industries for my career growth and development, I found that
according to my knowledge and skills, hospitality industry is one of the best sector in which I
can grow and develop my career. However, I found that several skills are required in order to
enter into the industry. These skills include decision making skills, multitasking skills, problem
solving skills and team development skills. I initially assumed that it is very difficult to develop
these skills as I never do multitasking. But after attending the lectures of professionals, I found
all tasks easy and emphasize on learning the skills and developing my knowledge so that my
career objectives can be accomplished.
Element 3 - Personal Development Plan
A. Personal Analysis
STRENGTHS OPPORTUNITIES
 My biggest strength is my good
multitasking skills which help me in
performing two or more tasks at
single time.
 As hospitality industry needs people
to stretch their efforts of work to
encompass wearing multiple hats,
having multitasking skills provide me
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 My another strength is my good team
management skill which will help me
in managing the team in an effective
way and enhance their performance
by motivating and encouraging them.
with the opportunity to start my
career in hospitality sector by
mitigating the needs of organisation.
 My good team management skills
provide me with opportunity to get
handle and manage a team in
hospitality organisation.
ASPIRATIONS RESULTS
 My short term aspiration is to look
for a good job that suits me.
 My another aspiration is to learn and
develop my work experience in
hospitality industry.
 I will get good job in the reputed
organisation and enable to perform
my responsibilities in well manner.
 I will be able to learn new knowledge
and skills which will help me in my
future career growth.
B. Setting Goals
What do I want
to learn?
What do I have
to do?
What support
and resources
will I need?
How will I
measure my
success?
Target date for
review of
results.
I want to learn
problem solving
skills
For learning
problem solving
skills, I have to
identify the issue
clearly and list
the possible
solutions of
issue, then I need
to evaluate the
solutions and
select best option
The resources
which I need
includes paper,
pen and support
form senior
professionals.
I measure my
success by my
ability to resolve
the issue in an
effective manner.
29/4/2021
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among them.
To improve my
decision making
skills.
For improving
my decision
making skills, I
have to first
narrow down all
the options and
determine the
significance of
decision. I also
need to ensure
that all the
decisions are
talking logically,
instead of
emotionally.
Support from
seniors.
I will measure
the success by
my ability to take
informed and
effective
decisions.
25/5/2021
I want to learn
communication
skills
For learning
communication
skills, I need to
listen and watch
videos on
communication,
take classes on
improving
communication
skills.
Internet, laptop
and support of
professionals.
The success will
measure in terms
of how
effectively I will
be able to
communicate
with others.
30/5/2021
C. Personal Objectives
Short-term goals (next six months)
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My short term goal is to get a good job position in a reputed organisation in hospitality where I
get an opportunity to learn and prove myself.
Medium Term Goals (next 2 – 3 years)
My medium term goal is to invest my skills and knowledge and contribute my ideas in
improving performance of organisation as I gain more experience.
Long Term Goals (following 3 to 5 years)
My long term goal is to take more responsibilities in the organisation being a team leader and
contribute in accomplishing the goals of organisation.
CONCLUSION
As per the above mentioned report, it has been concluded that Hospitality industry is one of
the fastest growing industry that rely on disposable income and customer satisfaction.
Developing career in the sector will provide huge opportunities to the individual to learn and
grow. There are some trends prevailing in the industry including safety and hygiene, mobile
check in services, organic food and drinks, robots in hotels and restaurants and chatbots. It has
been found that some skills like problem solving, multitasking, upselling, ethical leadership,
creative leadership etc. are required in order to get opportunity to develop career in the sector.
Personal development plan helps in developing the areas which are weak so that career growth
can be achieved.
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Seyitoğlu, F. and Yirik, S., 2015. Internship satisfaction of students of hospitality and impact of
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Online
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<https://www.mordorintelligence.com/industry-reports/hospitality-industry-in-the-united-
kingdom>
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<https://commonslibrary.parliament.uk/research-briefings/cbp-9111/>
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10 Hotel Trends to Watch in 2021, 2021. [Online]. Available through:
<https://www.hospitalitynet.org/opinion/4102637.html>
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