Critical Analysis of Alternative Hospitality Paradigms

This essay presents a critical analysis of alternative hospitality paradigms and their impact on future construct development and practical implications.

Running head: HOSPITALITY ESSAY
HOSPITALITY ESSAY
Name of the Student
Name of the University
Author Note

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Critical analysis essay topic: You are required to present a critical analysis of alternative
hospitality paradigms and their impact on future construct development and practical
implications.
Introduction
The hospitality business environment can be understood to be highly dynamic in nature
and in line of this, it has to be understood that there are several factors lying in their business
environment which will lead to several changes in the overall functioning of the industry.
Although these factors are largely present to bring about an overall welfare of the industry and to
make it at par with the different industries and their growth rate, many of these advancements
and the alternative paradigms have brought about effective changes in the industry and its overall
operations (Alegre & Berbegal-Mirabent, 2016). Over the past two decades, there have been
several changes in the ownership and the management of the hotel due to the growth as well as
the development of an online reservation system and the proliferations of alternative lodging
possibilities which are available to the guests and hence have been successfully able to alter the
overall hospitality landscape, thereby bringing new complexity to the industry. One example of
this, can be stated to be the fact that, two decades back, the Marriott Hotel was owned as well as
managed by the Marriott, but currently this is not the case and many of the hotels under the
brand name are managed by a company which is franchised with the name of Marriott and
managed by another company. Additionally, earlier, the simple system to book a room with a
hotel was to call the reservation center and use the local travel agency to book a room, however,
this is not the case today and there are several online reservations available online like the
Expedia, Travelocity as well as Kayak which have been acting as strong intermediaries and have
replaced the age old consumer travel agencies option (Ariza-Montes et al., 2017). Moreover, it

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is not just the hotel options which have changed but also the stay in options which have
undergone a considerable change. This means that, the different Mergers and acquisitions have
continued to multiply and grow. Moreover, the different hotels are now trying to alter their
overall operations by adding the Millennials preferences and tilting their operations towards new
hotel designs which have resulted in the development of hotels like Hilton’s True and
InterContinental’s EVEN (Ammachathram & Anderson, 2018). Hence, it can be mentioned that
the main aim of the essay is to highlight and critically analyse the paradigms of the alternative
hospitality and assess their impact on the future construct development as well as practical
implications. This will be done by presenting a discussion on the new paradigms which will be
then followed by the critical analysis on the same.
Discussion
According to Seraphin, Pilato & Bellia (2017) the travel patterns of the different travelers
have also changed considerably. In line of this, it can be mentioned that China has become the
largest exporter of the tourists around the globe and this has been totaling almost 100 million
outbound travelers which then represents almost one in ten tourists who are travelling at a
particular point of time (Zervas, Proserpio & Byers, 2015). Moreover, there also lies certain
changes and ambiguities regarding policies and travel allowances for the hospitality industry and
thereby requires those at the front to anticipate as well as respond to the particular fallout. Hence,
earlier where the simple procedure of management and running the overall operations was
considered to be enough, leadership has become the utmost important skill which will allow the
managers and the owners to deal with the different changes which take place effectively (Rather,
& Sharma, 2016). Although, change is sometimes viewed with a negative connotation, it can be

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useful for the hotel as it often tends to present the opportunities to take up new ideas and
ventures such as the possibility of taking the advantage of the changing demographics, new
technologies, the new markets among others. However, the primary concern is the dilemma
which is raised by the change which lies to address the competitors, the emergence of crisis
along with the lack of skilled labor. Although the nature of the change which is bound to take
place in the industry can be stated to be quite wide and cannot be captured within the scope of
the essay, in the following section certain, identified paradigms shall be identified and discussed.
The primary changes which have made a considerable impact on the hospitality industry and the
practical operations can be stated to be as follows:
The changing Guest Behavior and Expectations
As the business environment has become highly competitive in nature, it becomes
considerably important to note that the overall expectations of the guests have changed
dramatically and that, this has led to a further impact on the overall profitability of the firms as
present in the hospitality industry. The different guests as present continue to vote with their
wallets through their purchases which allows them to ensure that they are successfully able to
keep a track of the different operations of the hospitality industry as present. According to Sigala
and Gretzel (2017), the immediate accessibility through the use of internet, the mobile obsession
, the contradictory preferences of the different guests and the personalized experiences as
demanded by them form some of the challenges that are thrown on the hospitality industry by the
different guests as present. According to Rauch et al. ,(2016), currently the different guests are
less interested in the quick sell or the low price sale which was earlier very popular in the
different industries, they are largely concerned with the building of a long term relationship with
the hotel owners and are largely focused towards the experience which is provided by the hotels

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to the different guests as present. The reason, why the different guests who stay at the hotel have
become so powerful and are presenting their varied needs to the different customers is because,
they have the power of social media and the online reviews in order to ensure that they are
successfully able to remain satisfied with the different services (Rauch et al., 2016). When the
hotels have been defining the demographics and the persona of their guests, it becomes
considerably important for them to ensure that, they are treated differently when dealing with the
families of the millennials and dealt with differently when they are travelling on a business deal.
Hence, it becomes considerably important for the different hotels to ensure that, they are being
successfully able to meet with the sophisticated needs of the customers and come up with a
counterproductive strategy in order to be able to deal with them.
Technological advancements
The new technologies have emerged and with respect to this, all the hotels as present are
expected to meet with the needs of the different consumers. In a world where the technology has
become considerably popular, it is important to note that, the hotels need to take considerable
steps which will allow them to ensure that, they integrate their offline as well as the online
strategies which will allow them to integrate their overall strategies and thereby serve the
different customers in a better manner (Zervas, Proserpio & Byers, 2015). It is because of this
that many firms as present in the hospitality industry have moved to the Cloud based PMS
systems as these systems enable the hotels to conduct their work easily. Additionally, it also
allows them to scale carefully, work from any part of the globe and get a real time objective of
the views of the different customers and in addition to this, an idea about the real time insights of
the business can also be gained easily (Roy, Hall & Ballantine, 2016). In addition to this, it can
be considered to be important for the business to understand the advanced functionality the

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business has to offer without any restrictions as present and also notes down the overhead costs
associated with the business of having been tied down to a large as well as complicated legacy
system. Moreover, the technology has also become considerably important because they make
use of the mobile devices which have become an essential part of the overall journey of the guest
and go a long way in supporting them, during their stay, after their stay and even before their
stay by providing them with all the relevant details as possible. Spriet and McNabola (2019)
states that approximately 60% of the travel related searches generally tend to begin with a mobile
device. Beginning with the travel search and hotel bookings and related to the checking in and
ordering of the services while present, the smartphones as well as the tablets have become a
considerably important part of the hospitality industry and have changed the manner in which
relevant decisions are made by the different companies and how these decisions affect the overall
customer experience in the hospitality industry.
Hence, having understood the impact of mobile technology on the overall performance of
the industry, it needs to be understood that in the future, the Information and Technology would
bring about an economic impact of approximately $410 billion to $1.2 trillion per year by the
year 2025. Although, this may seem as a long term thinking, however, it is important to note that,
the different firms as present in the hospitality industry would be required to ensure that they are
successfully able to undertake considerable steps so as to promote the technology and strengthen
the different guests relationships which tend to take place and additionally improve upon the
overall guest experience of the customers (Roy, Hall & Ballantine, 2016). The future of
hospitality is about technology and hence, the technology is required to be used in order to
improve the overall guest experience and make the day to day operations largely efficient and
effective in nature. When any hotel makes use of solutions which have been built from the

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ground up Open technology then, in such a case, the hotel intends to be better prepared for
innovation in the future.
One Size Does Not Fit All Service Delivery
Another aspect which has been impacting the overall operations of the industry can be
stated to be the fact that personalization is the key to the success. This means that, in today’s
competitive business environment, the different consumers will not undergo multiple channels in
order to book their travel but instead be inclined towards analyzing the online as well as the
offline data which is available in order to provide the hoteliers with an offering which is more
comprehensive in nature and meets the overall guest preference as well as the needs. Hence, this
paradigm has made it considerable important for the different hotel owners to ensure that they
are successfully able to meet with the different needs of the customers and that, they can get the
products as well as services ready when the guests arrive. Although the booking aspect is not in
the hands of the different hotels as it has been relatively taken over by the different organizations
and travel agencies, it has to be understood that, they need to ensure that the products as well as
services are ready when the customer arrives at the hotel (Sáez-Martínez, Avellaneda-Rivera &
González-Moreno, 2016). This ranges from the self-service checking, to honoring the customer
with the Do Not Disturb sign on the door in order to ensure total privacy with adequate staff
interactions which will ensure that the firm will be able to personalize the overall offerings and
thereby create a dynamic experience for the different consumers. The hotels and related
organizations who will not undertake this direction and take advantage of the particular
technology to work in their favor would fail considerably.
Alternative Housing and Stay

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The alternative housing and the stay can be understood to be another alternate paradigm
and dynamic which has been able to shape the overall hospitality industry as present. It can be
largely understood that organizations like Airbnb has been successful in changing the manner in
which the different travelers have been living in the hotels. The concept of Airbnb allows them
to stay at localized places other than the hotels. The owners of various houses as well as other
hostels were provided with an opportunity to rent out their places to the customers. This has a
two way benefit for the customers whereby they would be successful in ensuring the
organization to undertake considerable steps and measures which would then allow them to,
spend a considerable less amount on the stay and also provide them with the opportunity to
experience the local life of the city.
Critical analysis of the alternative hospitality paradigm on the overall construct of the
industry
According to Spriet and McNabola (2019), over the last two decades, the different hotels
have been facing stiff competition with respect to the services which are generally offered by the
different hotels and additionally, the accommodation supply continues to increase. However, one
aspect which is quite surprising in the given scenario is that, the industry has been filing to adapt
its strictures and methods to suit the needs of the new generation (Papargyropoulou et al., 2016).
Hence, in regard of this, it becomes considerably important for the business to gain an
understanding that, there has been a rise of alternate hospitality paradigms and this has impacted
the overall conduct of the industry and greatly changed the manner in which the business has to
be carried out in the case. However, the rate of change has been very slow and the different firms
as present in the hospitality industry need to undertake considerable challenges so as to ensure
that they are successfully face the business environment effectively. Styles, Schoenberger and

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Galvez-Martos (2015) believe that the first and foremost alternative hospitality paradigm which
has taken place is the development of the technology. This means that, as the technology has
advanced considerably, it has become relatively very important for the organizations to ensure
that they are successfully able to make use of this technology. The technology has taken up
various sectors and measures of the industry from the booking to the travel experience and to the
post travel experience. In line of this, it has to be largely understood that, where it was
comparatively very easier for the hotels to undertake their bookings and manage them
accordingly moreover, there did not lie any system of online reviews and related aspects which
would then assist them to publically reflect on the overall performance. However, currently, this
is not the case and now, it has become comparatively very easy for the different members to
ensure that, they are able to undertake the booking of the hotel rooms through various online
travel websites as available. In addition to this, through this, they will also be able to ensure that,
they are successful in posting online reviews about their travels which take place. In this manner,
they will be successful in ensuring that they can get a comfortable stay (Oskam, Dekker &
Wiegerink, 2017). At the same time, the different hotels will also prefer to ensure that, they do
not get any reviews which are negative in nature and comprise of the capability to damage their
overall brand name. Hence, it can be stated that the technology has had a positive impact on the
overall operations of the firm whereby, it has enabled an enhanced customer experience for the
different guests who are employed in the organization and additionally it has also enabled the
hotels to bring about efficiency in their overall operations which then assists them to perform
considerably well.
The second type of alternate paradigm which has taken place is the rise of
personalization. The needs of the different travelers have changed considerably and with respect

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to this, it has become considerably important for the different members of the hospitality
industry to gain an understanding that, they will be required to customize considerably.
According to Styles, Schoenberger and Galvez-Martos (2015), it also becomes important for
these members to ensure that, the millennial view is taken into consideration before any crucial
decision is undertaken for the overall welfare of the firm. This is because, it is the millennial
population which has been travelling and thereby makes it important for the hotels to customize
based on their needs and demands. According to Wadhwa and Guthrie (2018), the main key to
personalization can be stated to be the collection as well as the analysis of the big data which can
be used to further identify what matters to the marketers the most and the different guests as
present. The different business travellers can be stated to have a different set of needs which
need to be fulfilled by the hotel owners and their needs can be stated to be quite different from
the leisure guests. Moreover, the different hotels would also be required to take into
consideration the factors like age and cultural backgrounds so as to make a difference.
Additionally, they need to ensure that they are successfully able to track and apply this
information so as to ensure that, they are able to come up with offerings which are best suited for
their firms (Martinez-Martinez et al., 2019). Although, very often, the new generations are
considered to be the only alternative which is required to be adopted by the different
organizations in order to expand their overall operations, it needs to be noted that, the newer
markets have been continuously growing up and expanding and hence, the different firms as
present in the industry can take advantage of this rise in tourism from countries like China who
have been travelling more and receiving greater number of business opportunities as well. In
addition to this, countries like India and Africa have an increasing middle class which makes it
easier for them to target this population who can then be entertained and thereby traveled with

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accordingly and entertained as well. Hence, using the personalised technology, the different
businesses will be required to ensure that, they make use of this growing market and add new
technologies, disruptive business models and other related aspects to meet the needs of the
customers. Additionally, this would also boost up the economy and promote employment in all
relevant sectors of the economy.
Another hospitality paradigm which has been trending considerably can be understood be
the changing needs and behaviors of the different customers as well (Manhas & Tukamushaba,
2015). This means that, the needs as well as the demands of the different travelers has been
changing considerably and there has been a relevant rise in the overall millennial population,
which largely prefers to try the latest trends and cater to the largest offerings thereby using the
medium of social media as well. The offerings of the new hotels must be relevant to meet the
needs of a new generation of the guests who are present. This does not comprise of the needs of
the modern travelers but also refers to as the innovation which is required to take place in the
form of the hotel designs and the offerings as made by them (Martínez & Nishiyama, 2017).
According to the leading players as present in the hospitality sector, it becomes considerably
important to understand that aspects like eco-awareness , wellness as well as sustainability are
important themes towards which the organization would be required to gain considerable success
and hence, if the hotel will be undertaking these aspects into consideration then with respect to
this, the big hotels will be required to launch a better lifestyle hotel, whereby the bouquet brands
will benefit from the company`s infrastructure (Lee & Yuan, 2017). These brands who have been
successfully able to take up the new ideas are brands like Marriott`s Element, the Aloft and the
Andaz by the Hyatt as well as the Intercontinental Hotels group Indigo which has come up with
the concept of eco-tourism. Additionally, to meet the changing needs, the different Hotel and

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their websites have to increase the content as available on local attractions, once they will be able
to do so, then they will be able to ensure that the tourists get attracted towards the firm and get
into a long term relationship with them. The Radisson RED has been able to come up with a new
concept hotel, with respect to which they will be able to connect with the ageless millennial
mindset through the purpose of art and fashion. The designs based on which the design is bold,
alive as well as inspirational (Zervas, Proserpio & Byers, 2017).
It tends to redefine a possibility that an open and impeccably designed lifestyle
experience, may be an opportunity new to the customers and hence, the designer attitude of the
guests will also create a unique guest experience (Gallarza et al., 2015). Another measure which
can be undertaken by the different firms as present in the hospitality industry can be stated to be
the review of the loyalty schemes which can be understood to be another crucial aspect to be
taken up by the hotels when using catering service to cater for the modern guests as present. The
particular set of loyalty schemes, however, often lead up to spoiling the overall ambience of the
hotel and turn out to make it more of a membership style in nature.
Another aspect which is crucial to consider in this aspect, can be stated to be related to
the new style of staying and lodging. The rise of an opportunity like that of Airbnb can be stated
to be highly significant in nature as it goes a long way in assisting the customer as well as the
owner of the lodge to get into an extensive and long term relationship with one another. The
Airbnb has greatly disrupted the hotel industry and the company`s supply can be understood to
be grown by 100% in the last few years and this has to be understood that, it has not only been
the luxury hotel segment which has been hit by the increase in the supply of the Airbnb offerings
but also the economic hotels (Ert, Fleischer & Magen, 2016). It was in the year, 2016 alone that
this hit was felt by the hotels and they lost approximately $5.8 million in revenue as they were

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unable to meet with the needs of the customer and the concept of Airbnb was largely taken up by
the hotels. The Airbnb can now be understood to have over million listings with respect to
which, the U.S market can be understood to be the largest market as present around the globe for
the Airbnb. The company has considerable number of rooms in other countries as well (Seraphin,
Pilato & Bellia, 2017). The company has been currently performing quite well in Africa, China
and other local rivals like Tujia and Xiaozhu. The primary reason which can be understood to be
the main reason for the considerable growth of the Airbnb can be understood to be the varied
opportunities as offered by the hotels and the different types of hotel and living styles as
provided by these alternatives.
The firm has not been targeting the property developers and they have the capability to
convert all the buildings into the potential Airbnb units whereby entire buildings are being
converted to potential Airbnb units, through its hotel brand called Niido (Casado-Díaz & Simón,
2016). The concept of Airbnb ensures that they are being able to keep up with the newest
concept which comprises of targeting as many customers as possible but also ensures that the
original premise of targeting a different market is maintained by its offering of Airbnb Plus. The
homes at Airbnb have been verified for comfort, design, maintenance as well as the different
amenities which they have to offer (D'Annunzio-Green, 2018). The hotels have easy checking,
internet access and equipped kitchens. Moreover the own novelty as created by Airbnb by
providing accommodation in treehouses, boats, yurts and different places is something which the
traditional hotels will not be able to provide.
Conclusion
Therefore, from the given analysis, it can be rightfully understood that, the hospitality
industry has been undergoing a considerable change and various paradigms have come into

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question which have had a considerable impact on the overall operations of the firms as present
in the particular industry. The main aim of the particular essay was to highlight and analyse the
new alternative paradigms in the hospitality industry which have bought about a considerable
change in the overall operations of the firm and have also lead to a change with respect to the
overall operations of the firm. There have been several changes which have taken place relating
to the accommodation and the customer demands as well. Hence, through this essay it was
understood that in order to make the industry at par with the other industries as present, the
technology has brought about considerable changes in the overall operations of the business and
led to a complete shift in the industry trends. In addition to this, it is also crucial to understand
that, the demands of the customers have been changing and with respect to this, it is also crucial
for the industry to match up to the needs of the consumers and ensure that they try to inculcate
the new paradigms in their overall offerings.

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