MGT502: Presentation: Improving Communications in Hospitality Industry

This presentation addresses effective communication strategies within the hospitality industry, focusing on staff management and client service. It explores the impact of technology, including social media, teleconferencing, and data-sharing platforms, on communication processes. The presentation analyzes the benefits of improved communication, such as enhanced employee morale and better client relations. It also discusses methods for measuring the effectiveness of communication technologies, including statistical analysis, surveys, and focus groups. The presentation further highlights barriers to effective communication, such as language and physical barriers, and provides recommendations for improvement, including the development of digital employee channels and BYOD policies. The analysis includes a diffusion curve for technology adoption and a chart on potential channel substitution. The presentation concludes with a discussion on how technological advancements, such as social media and online booking channels, can be strategically implemented to improve service delivery, marketing, and advertising. The presentation is based on research from sources like Louhiala-Salminen & Kankaanranta (2011) and Julsrud, Hjorthol, & Denstadli (2012).

Improving Communications in the Hospitality Industry
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Communication is defined by scholars as the sending and receiving of
messages to achieve specific objectives (Julsrud, Hjorthol, & Denstadli,
2012, p. 403 ).
Communication is core in the hospitality sector, as it is directly
improves performance and productivity.
Business Communication
Process Model

Communication is also viewed as a way of interlinking the supply chain
process. It affects areas such as;
• Branding
• Marketing
• Advertising
The two major areas that are affected by communication in the
hospitality sector are; staff management and client service.
Communication in this sector is associated with the following benefits;
• Boosts employee morale
• Appreciation of diversity
• Better client service
• Helps in upholding standards within the sector
• Proper resource utilization

Within the business environment, communication does not only revolve
around the message or the transmission process. Rather, it is the
reciprocal passing of understanding that is initiated by the recipient .
The effectiveness of communication in the hospitality industry can only
be measured by the goals that are designed to be achieved.
Communication in the hospitality sector is dictated by specific norms. In
the past, communication was solely associated with telephone calls and
paper-work (Julsrud, Hjorthol, & Denstadli, 2012, p.400).
In the era of technological advancement, modes of business
communication such as emails, cell-phones, social media platforms, and
video conferencing are intensively being used (Louhiala-Salminen &
Kankaanranta, 2011, p.261).
With effective communication, the enterprise goodwill is highly
enhanced.

Communication processes in the hospitality industry are intensively
being influenced by social media and digital technologies.
The hospitality industry is people centric. Therefore, improved
technology in communication totally alters how services are offered.
Communication methods that strongly rely on technology include;
social media platforms, CRMS, online booking channels. These
channels of communication are increasingly helping to cultivate proper
relations with clients.
As technology continues to advance, the current channels of
communication end up being replaced.

Diffusion curve for the adoption of three Communication technologies

The diffusion graph shows that advanced technology has a longer
adoption curve. Black and White Television appears to have been
utilized intensively for two and a half years.
On the other hand, color television has been utilized for more than four
years. The same case applies to advanced business communication
technologies. The technology that serves multiple purposes and in the
most efficient manner will be utilized for a long time (Julsrud, Hjorthol,
& Denstadli, 2012, p.398).
As with home computers, the curve is expected to be stretched further
since they have been used since 1980’s. These devices have played a
huge role in promoting business communications.

Common communication technologies
Social media platforms
This channel of communication is uncontrollably being adopted in the
hospitality industry. Online review about a business is highly trusted in the
current era and it ends up affecting affects client perception.
Teleconferencing
High speed connectivity allows information to be passed between more than
two people in real time.
The communication process can be achieved through video or audio, and this
removes the need to travel. Communal data-sharing Platforms and Virtual
Whiteboards enable users in different places to communicate, hence creating
virtual workplaces (Julsrud, Hjorthol, & Denstadli, 2012, p.396).

Measuring the effectiveness of a communication technology
Once a communication method has been improved, it is essential to
measure the effectiveness of the new approach.
Statistics is normally used as the most common tool of measuring
communication effectiveness. However, reliance on this approach only
can be inaccurate.
The best approach is using a mixed assessment method.

Define the goals of the communication process
The role that is played by a communication channel in helping to
achieve company goals should be outlined. Goals should be set prior to
measuring the effectiveness of communication process.
Understand the level of engagement by employees
A suitable channel for communication is one that drives employee
engagement through the use of organizational intranet.
Set Benchmarks
Benchmarks are essential as they help to offer clear insight on the
organization intranet. Benchmarking also helps to highlight
performance gaps through an analysis of the achieved/expected results.

Chart Showing Amount of Potential Channel Substitution by the New Text
Oriented Technologies
The replaceability chart shows that there is always the possibility to take up
new communication methods in a business environment (Louhiala-Salminen
& Kankaanranta, 2011, p.252).
The more advanced a communication method is like mail, then it can easily
be replaced by better technologies that keep being developed.

Surveys
Surveys are critical towards understanding the suitability of a
communication channel. Enterprises within the hospitality sector can
choose to conduct a survey using paper, online, or mobile survey.
Focus Groups
Focus groups are essential in testing concepts, explore existing issues,
and developing recommendations. More importantly, it helps in making
suitable alterations to a communication program.
Scorecards
Serve as a blueprint that shows the effectiveness of a communication
channel. Scorecards help the managerial team to understand the
appropriateness of their decisions.