Hospitality Management: Hotel Operations, Globalization, and Needs

This document presents comprehensive solutions for three hospitality management assessments. Assessment 4 delves into comparing hotel operations of three hotels (Palace Hotel, Park Hyatt, and Ovolo Woolloomooloo), differentiating cruise market segments based on income, duration, and price, ...Read More

Hospitality Management
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Contents
Assessment 4...................................................................................................................................2
Question 1: Compare and contrast the hospitality operations of three hotels.............................2
Question 2: Differentiate the various segments of the cruise market..........................................3
Question 3: Flags of convenience................................................................................................4
Question 4: Importance of the cruise ship as a means of transportation to the hotel and tourism
industry........................................................................................................................................4
Assessment 5...................................................................................................................................5
Question 1: Essential principles of good advertising..................................................................5
Question 2: Difference between marketing and sales and their impact.......................................6
Question 3: Term ticketing and regulatory organisation with their role.....................................7
Assessment 6...................................................................................................................................8
Question 1: Term market assessment..........................................................................................8
Question 2: Elements of the marketing mix................................................................................8
Question 3: Globalization affected the hotel and tourism industry.............................................9
Question 4: Short notes..............................................................................................................10
Question 5: Hotel caters for the needs of business and leisure travellers..................................11
References......................................................................................................................................13

Assessment 4
Question 1: Compare and contrast the hospitality operations of three hotels
The operations of the hotels generally remain the same because ultimately they are working to
provide a delightful experience to the customers present in the market. The major operations
include customer experience by meeting needs, marketing, finance, resource management and
many others. The compare and contrast of the three hotels have been done. The three hotels,
which are considered, include Palace hotel, Park Hyatt and Ovolo Woolloomooloo.
Palace hotel operations are different as they focus on the unique value that they offer to
customers. This is the reason their accommodation options is different than others as they offer
the 19th Century options with the rooms, suites and also as an apartment along with the café, a
restaurant and bars. The 19th-century option is hardly available in any local hotel as it is difficult
to provide the heritage value. This value is provided by the Palace hotel to the guest in Australia.
Another hotel that operates operations includes Park Hyatt. The hotel provides luxury features
and services to their customers (Park Hyatt, 2019). The rooms are highly luxurious with the
different services include Spa, meeting rooms and many others. The hotel performs all the
similar functions while offering the services they have diversification, as they understand the
needs of customers present in the market. Further, Ovolo Woolloomooloo operates in the
immediate market in which they bridge the gap between the heritage and modern luxury to get
involved in the rich history and tech-savvy designs at the place (Ovolo Woolloomooloo, 2019).
The operations of this hotel vary as they appoint the different artist who can help them with the
work that is different from both the hotel.

Hospitality and tourism industry is organized by the manager of the companies in the industry.
The manager analyzes the environment so that they can check the opportunities and threats
present in the market so that they can take their steps according to their own business. In addition
to this, every hotel has their expert team as Palace hotel have a team who knows about 19th
century and according to that, they organise. Similarly, other hotels in the hospitality and tourism
industry can manage the operations.
Question 2: Differentiate the various segments of the cruise market
It has been found that the cruise industry is relatively young and it is considered as one of the
growing industries in the tourism and hospitality industry (Petrick & Durko, 2015). Considering
the growing market, every cruise makes the segmentation and they have different segments
based on which they target their customers. Each segment of the cruise varies from each other. In
the research, this is witnessed that Cruise ships are not different but every ship have some
distinct characteristics that differentiate into the three different groups, which include large,
small and luxury (Cruise Market Watch, 2012). The below given are some of the points which
differentiate the different segments of the cruise market.
 The income of people: - It has been found that the income of people is one of the major
elements of the segment. There are different cruise who offer luxury services due to
which they target the customers who belong to the high-income group. On the other hand,
there is a cruise that remains small with fewer features (Gibson & Parkman, 2018). These
cruise target people who fall under the middle-income group that shows a clear
difference.
 The average duration of the cruise: - The average duration of the cruise is one of the
factors that bring the changes in the segment of the cruise. Every cruise decides their

group of customers as per the average duration because some cruise is available for a
short period but some are for the middle of the high period.
 Average price per person per day: - The segment varies due to the average price per
person per day as different segment have various customers to whom they can target for
the services that they are offering (Lopes & Dredge, 2018).
 Cruise passenger capacity: - The cruise passenger capacity is considered by the cruise
market when they segment any market because as per the capacity of the passenger they
decide their potential client to whom they will offer the services.
Question 3: Flags of convenience
The term flag of convenience is referred to as the business practice in which the ship owners
register a merchant ship in the ship register of the country instead of ship owners and ship files
the civil ensign of that particular country which is known as flag state. In other words, it can be
said that it is a flag of the country under which, registration of the ship takes place (Van Fossen,
2016). This has been done to prevent the finance charges or any sort of restrictive regulations.
Question 4: Importance of the cruise ship as a means of transportation to the
hotel and tourism industry
The cruise ship is important for the hotel and tourism industry as the means of transportation. It
has been found that cruise travel is considered as one of the major transportation in the tourism
industry. It has been found that cruise travel is important for the tourism and hotel industry as it
adds value to the experience of customers. The important of cruise ships are sailing hotels that
offer the tourist with the travel opportunity indispensable (Larsen & Wolff, 2016). The tourist
people who travel by ship get the opportunity to see the different countries at the time that adds

value to their experience with the cruise as transportation. Besides, this sort of transportation is
considered as one of the expensive transportation because the prices of the cruise ships exceed
by $100 million. It has been found that more than thousands of personnel are employed in a
cruise ship at a single time. The experience of transportation is more important in the tourism
and travel industry. The cruise travels leave a great impact and experience (Wang, Wang, Zhen
& Qu, 2016). The customers might be able to link themselves with nature and tourism activities.
Along with this, they get the specialised services that show the importance of cruise
transportation.
Assessment 5
Question 1: Essential principles of good advertising
Advertisement is mass media content that is intended to encourage the audiences of the viewers,
readers or the listeners to take the required actions on products, services, and different ideas.
There are basic essential principles that are required to considered that include -
 Do not make promises you cannot live up to.
 Determine the best features of whatever company is willing to sell and to develop the
advertisement of the product around these features.
 Try to form the memorable advertisement message for their product.
 The company who is introducing the advertisement is to keep it simple (Sparklight,
2019).
 The brand should differentiate the business and product.
 Before any advertisement, the brand should know your target market.

Question 2: Difference between marketing and sales and their impact
In the hospitality and tourism industry, marketing and sales play a vital role due to which they
have a huge impact. The term marketing and sales have a difference, sales refer to the exchange
of goods and service for getting money. On the other hand, marketing is broad terms that include
a chain of activities like market research, sales, and promotion. In the research, this is witnessed
that marketing emphasis on needs of customer whereas the stresses of the sale on the
requirement of the company (Shurbi, 2019).
Marketing is all about determining the requirements of needs and satisfying them that is possible
by offering the products that they look for. In the hospitality and tourism industry, the needs and
requirements of a person vary a lot. The marketing is used by the hospitality company to
determine the customer needs so that they can meet their expectation and attain a high level of
client satisfaction. To become successful tourism marketing, companies operating the business
within the tourism industry need to understand the unique characteristics of their tourism
experiences (Hanssens & Pauwels, 2016). In addition to this, the motivation and behaviour of the
customer travelling and major difference among the marketing of products and services are
essential for the companies in the hospitality industry.
On the other hand, a sale is the act of transfer of ownership of a particular product from the
manufacturer to the customer. In the tourism and hospitality industry, sales of service influence
the entire operations of the company. The sale of services is the only source for the industry to
attain high revenue in the market. If in case, companies operating a business in the hospitality
and tourism industry are not able to conduct the sale then they bring innovation and changes in
their operations. Thus, this helps the company to attain a high profit that is essential for the
survival of the business. In the hotel and hospitality industry, the company instigate the clients in

such a manner so that they can visit the place. The hospitality industry maintains the one to one
relationship with their customers that help them to attain the sales. The sales always take place
when the company can communicate with the customers present in the market. The sales of the
company will help them to meet their own needs instead of the market needs that is marketing
activity.
Question 3: Term ticketing and regulatory organisation with their role
The term ticket refers to a sale of the consumer but it doesn't need to involve the paper or
cardboard slips like any plane, concert, and others. The average ticket is a term that is considered
as the company performance metric. This system supports the companies when they evaluate
sales and trends of sales.
In this regulatory organisation, including the companies who are offering the services to the
customers present in the market. This includes companies of hotel and hospitality industry that
include the airline who provide the service and have the ticket for their customers. The
regulatory organisation also include agent who believes in offering the tickets to the customers
who are looking for it. The evaluation of the performance is done by the company by
understanding the sales and its trend (Courty, 2019). For instance; the airline offers their tickets
to the customers present in the market and who want to avail the same. These tickets are offered
to the customers who purchase the same and avail the services. As per the number of tickets sold
by the company, they calculate the amount that is earned by them while performing the activity
in the market.
The major role of the regulator includes offering the service of tickets and dealing with the
different agents who help the customers to avail the tickets. Along with this, they are the one

who decides the services that will be offered to customers present in the market. The regulatory
organisation performs the work of manufacturing and selling of the tickets to the customers. In
this, the regulatory organisation is the one who ensures that customers can access the tickets that
are provided by them in the market.
Assessment 6
Question 1: Term market assessment
The term market assessment is referred to as the detailed and objective evaluation of the
potential of the new business idea, product or new investment. It is referred to as the
comprehensive analysis of the entire environment forces of the market in terms of the concerned
company. Also, it includes the analysis related to the market trends that involve the market for a
particular company or industry. It also includes a competition that will be faced by a company
operating in the market. Another component that is considered by the company or industry in the
market assessment is entry barriers, risk, and opportunities. It is essential for every company to
conduct the market assessment, as it will help in taking future actions as per the market.
Question 2: Elements of the marketing mix
People: - People refer to like the staff, salesperson, employees, and those who perform the work
for the business. The decisions of the people are taken by the company considered the customer
service that will be possible with the help of employees present in the market.
Product: - Product is referred to as the item that is being sold by the company in the market. The
product must deliver the minimum level of performance to the customers who want to buy it.
Every company makes the decisions related to the product that includes function, packaging,

appearance, guarantee as well as the quality of the product that is offered by the brand to their
customer in the market (Išoraitė, 2016). The product can meet consumer demand or needs
present in the market.
Package: - Package includes the element that is essential for the business. It is referred to the
way the company's product or service appears from the outside. It develops the habit of standing
back and looking at every visual element in the packaging of the product (Jackson & Ahuja,
2016).
Price: - Price is the cost that consumer pays for a particular product. It depends on the cost of
production, marketability to pay, targeted segment, supply and demand and host of other direct
and indirect factors. It has been found that the company deals with the pricing strategies in which
each tied in with the total overall business plan.
Promote – The promotion refers to like activities that make business more known to the
customers present in the market. There are different ways through which a company can promote
the products and services in the market. The promotion includes advertisement, public relations,
and promotional strategy (Goh, Goh, Ariffin & Salamzadeh, 2019).
Performance: - The term performance examines the services of the company as they compete in
the marketplace. It includes how the company is consistently offering the services and its related
features that translate into the benefits that are being delivered.
Question 3: Globalization affected the hotel and tourism industry
The term globalisation refers to a trend towards the more integrated global economic system as it
is the continuous process in which the business that crosses into the economic, legal, political,
technology and cultural spheres. This globalisation has a direct impact on the travel and tourism

industry. The globalisation has a direct influence on the price of travel because of the rise in the
competition in the same market. The competition level has increased because of globalisation as
it has allowed the companies to expand the business in the overseas market. Along with this, the
hotel and hospitality also find that globalisation within the country leads to advancement in
technology. It becomes essential for the hotels, tourist attractions, and restaurants to continue to
improve their products and services with the most progressive for gaining an edge over the
competition (Brondoni, 2017). The globalisation leads to technological advancement that is
evolving the working of the hotel and hospitality that include major improvement in their
products and services. It has been found that globalisation has influenced and created an
affordable and easier way to travel. The tourist can select a wide range of destination and leave
behind developing the countries that might have the infrastructure or technology that are needed
to welcome a large number of visitors. The impact of globalisation is significant on seasonal
employment in which the countries across the world with the tourist destination attract the
employees from the world (Kotler, Bowen, Makens & Baloglu, 2017). Majorly, at the time of
peak season, there is the availability of high seasonal employment that gets over after the peak
season.
Question 4: Short notes
Resorts: - Resort is a place that is frequented for the holidays or recreation or the particular
purpose. There are different types of resorts are available across the world where the customers
can visit on their holidays to spend the quality time with their family members. The full-service
resort includes services like hotel such as full restaurants, large spa or fitness facilities, room
service, a concierge and many others.

City centre: - The central part is considered as the main business and commercial area of the
city. The city centre is commercial, cultural and often political, historical and geographical heart
of any city that grabs attention.
Hotel: - Hotel is an establishment offering the meals, accommodation and different other
services for the tourists and travellers. The airport hotel is considered as the hotel that is near to
the airport. The hotel does not have any sort of connection to the airport or even adjacent to it. It
could be located up to five miles away from the airport (Bowie, Buttle, Brookes & Mariussen,
2016). It has been found that most of the airport hotels have a shuttle to and from the terminals.
Question 5: Hotel caters for the needs of business and leisure travellers
The hotel caters do different activities and have different features that help them to meet the
needs of the business as well as the leisure travellers. The needs and demand for the business and
leisure travellers keep changing but the hotel does cater. Some of the ways are -
 Tailored experience is one of the ways through which the hotel can meet the needs of
business and leisure travellers. Every visitor wants a unique experience and memories
whenever they visit the hotel. The hotel caters by offering the feeling like home and will
expect to find more simple and standard amenities (Hawkey, 2016).
 The best dining options to the guest is one of the ways to cater to the needs of the clients.
Every guest wants the quality food and services that adhere to by the hotel by offering the
best dining options.
 Most of the Leisure travellers want to explore the facilities of the hotel, which include
well-stocked, clean, and up-to-date gym, swimming pool, and different facilities. The

hotel provides the first-rate services to their clients that help them to meet the needs of
the guest who visit the place.
 Quality Wi-Fi is one of the ways through which the hotel cater to the needs of the guest
as every guest looks for the high connectivity to check or browse e-mail or social media
account. The lack of speed and quality of Wi-Fi can exploit the experience of the guest
who visits the place.
 Smart and innovative devices are offered by the hotel to their guest which is designed to
add experience and make the guest feel valuable which is one of the ways to cater to the
needs of the guest.

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