The Impact of Information Technology on Tourism and Hospitality

This assignment explores the intersection of information technology (IT) and the tourism and hospitality industry. It examines various studies and articles that highlight the role of IT in shaping the industry's dynamics, from customer relationship management to sustainability initiatives. The resources provided include a mix of academic journals, books, and online sources that demonstrate the evolving nature of IT in tourism and hospitality. This analysis is essential for understanding how technology influences tourist behavior, service experiences, and business operations within the sector.

HOSPITALITY PROVISION IN THE
TRAVEL AND TOURISM SECTOR

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
A. Scope and scale of the hospitality industry in travel and tourism sector and determines
interrelationship to examine role of hospitality function (1.1)...................................................1
TASK 2............................................................................................................................................2
A. Integration in hospitality sector organisations and analysis with examples with relevant
organisation that how horizontal and vertical integration in the industry (2.1)..........................2
B. Impacts of integration and how businesses decide to respond consequences of integration
in vertical and horizontal integration (2.2)..................................................................................3
TASK 3............................................................................................................................................4
A. Develop rational for new hospitality enterprise with creating outlining product service
concept (3.1)................................................................................................................................4
B. Develop and produce project proposal (3.2)..........................................................................5
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Hospitality has become an important sector in travel and tourism sector. It creates job
opportunities, generates income and boosts other local industries. Likewise, passenger transport
system has also improved to great extent. Income from International visitors have increased by
$2.4 billion in a day which means that they are estimated to be 883 billion (Reynolds, 2018).
Hospitality also includes small sectors like transportation, restaurants etc. in which one of the
brooming is Travel & Tourism. Businesses provide entertainment, individualized services which
helps to encourage consumers in this sector (So, King and Wang, 2016). Present report considers
operations of Accor Hotel which is located in London and operates in various parts of services to
attract them.
For gaining insight information it covers scope and scale of hospitality industry in travel
and tourism sector. Furthermore, it includes integration in this sector enterprise to assess
organisational performances.
TASK 1
A. Scope and scale of the hospitality industry in travel and tourism sector and determines
interrelationship to examine role of hospitality function (1.1)
Scope and scale of Accor Hotel:
Hospitality industry is composed from one star to five star hotels and restaurants of fast
foods, coffee shops with facilities like fine dining, free houses, pubs and bars. Accor is world' s
leading travel & tourism group. All around the globe it has 4,300 resorts, hotels and residences.
It has a purposeful mission to keep every guest satisfy. It has the complete team of 250,000
including men and women. Accor is listed with shares trading on the Euro next Paris exchange.
Its revenue generation in 2017 was €1.93 billion (Manhas and Tukamushaba, 2015). It is
diversified in four corners of globe and promote equality and prevent discrimination at
workplace. It is diversified in terms of gender, social and cultural origins. It also focuses on
integrating people with disabilities by signing agreement of ten principles of the Global Business
and disability Charter of the ILO. Members of Accor satisfy customers through different brands
like Raffles, Sofitel, Banyan Tree, Angsana.
Interrelationship between hospitality and travel and tourism sector.
1

Hospitality plays an important role in strengthening different types tourism sector. It can
be outlined as travel by an individual or full family for leisure, business or recreational purpose.
This can be defined as various fields altogether but is divided into sub-sections which is served
by Hospitality sector. Similarly, Accor serve people when they visit hotel and provides variety of
services which comes under it. More precisely, hospitality can be an act of action or helping
people and travel & tourism stand for serving room division operations, serving food and guiding
them in hotel (Tung and Law, 2017). For example: Accor take of every need of customer from
travelling to staying in the room. Hotel and travel industry both are interlinked with each other.
For example: group wants to travel any geographical area then definitely it has to contact tour
and travel company. Further, food, accommodation and other quality services will be provided
by travel company. These services will be provided with the help of hotel.
Various functions of Accor are:
1. Maintenance of Stock: Through stock Accor get to know when its large number of
perishable items are going off before they are sold off. It consists of teabags, wines and
management should know how much stock is remaining before it ends (Bowie, Buttle
and Mariussen, 2016). .
2. Bookings: Bookings are done by customers which reflects an effective hospitality system
of Accor. Information is accessible by another staff which helps to avoid mistakes of
doubles booking and allows in knowing which room is ready for upcoming guest.
3. Managing Staff : Accor manages its most valuable resource i.e. staff very efficiently.
They help in running business very smoothly and devote their precious time to customers
so that they repeat visits.
In international countries, different kinds of services are opted for travel and tourism
operations as well.
Following are services provided by the enterprise: Food services : Accor provides the best food services to its customers. It includes quick,
commercial and full satisfactory facilities. Accommodation services: Along with this, accommodation services consist important
role which provided by Accor hotel. They consider operations to increase cleanliness,
proper facility of seating, etc. (Iyer, Dey and Chakraborty, 2015).
2

 Visitor's attraction: Visitors attraction determine more important function to attract
tourists. On the basis of cultural values, natural perspective, visitors attracted at
workplace. These kinds of facilities need to be implement at famous tourism areas.
TASK 2
A. Integration in hospitality sector organisations and analysis with examples with relevant
organisation that how horizontal and vertical integration in the industry (2.1)
Companies lower down its operation and production cost through a process called
integration. Organisation do it by integrating economies of scale. This is performed when they no
longer need outsourcing and product cost is lower down. Integration process consist of profound
and critical effects of different activities in hospitality enterprise It is of two types i.e. vertical
and horizontal integration. Vertical integration can be applied when a company purchase all
supplies. Accor hotel uses this type of integration as it has an entire control over its distribution
channel (Kirillova, Gilmetdinova and Lehto, 2014). It helps to implement more products and
services to expand results to operate systematic work performances. Special attention is given to
economies of scale and training is provided in this area. On the other hand, horizontal integration
is applied on organisation when two different sectors of the firm come together to form a huge
organisation. It is a competitive strategy which increases market power over suppliers and
distributors, product differentiation and assist business expansion. Main motive of this
integration is to reduce competition. For example: Marriott on 2016 acquired Sheraton hotel.
(Chain of distribution, 2018). this is the way integration is proceded into Hospitality business by
various firms within travel and tourism industry. It formulates smoothly in different nations
under single management.
In an enterprise, real perspective also taken to compelling association for better work
performances. Increasing transportation and administration activities expand proficiency
according to income limit. On the basis of requirement and request of customers, hospitality
industry easily gather hotels at workplace. It helps to maintain customer loyalty in creative
manner. (Jones, Hillier and Comfort, 2016).
3

B. Impacts of integration and how businesses decide to respond consequences of integration in
vertical and horizontal integration (2.2)
Integration aids in knowing current situation of the market. Monopoly is the organisation
is created after integration because small firms are left with no other options. When, two
organisations are involved in making a new brand then environment becomes more complex to
understand by their employees because workers of both companies are indulged in work process
and all have to follow applied rules and regulations. This process also helps to prove importance
of business and maintains reputation of the firm. Impact of integration can be discussed in the
form of advantages and disadvantages:
Advantages of Integration:
1. Integration helps Accor in reducing production cost of goods and services because resources
get combined. This results in maximising of profit.
2. This also aids in widening of the business. Customer coverage is increased when both
companies are combined. This also results in high level of profit. When monopoly is created then
Accor can easily compete in market by other competitors. It provides the best services and
number of options are reduced in front of customers.
3. Advance technology helps to hospitality industry with more information. Technical resources
are also available to perform several functions in the enterprise. From the business, negative
impact must be reduced to take appropriate decisions which delaying in the business. Along with
this, there are different consideration errors also exist which impact on information gathering at
workplace. As a result, lack of advancing knowledge impact negative to gather appropriate
information (Maggon and Chaudhry, 2015). It affects to integration of Accor hotel when they
deal in international areas of the world.
Disadvantages of Integration: Lack of knowledge: Employees have no appropriate knowledge towards products and
services which expanded in the selected business. In this regard, productivity of the
company reduced. Because of lack of proper research, standardisation of products
decreases which create negative impact on the results. With the help of providing training
and development program, learning also increases continuously (Sidali, Kastenholz and
Bianchi, 2015).
4

 Cost integration: Moreover, Accor hotel incompetent with cost planning for their
enterprise goods and services. Beside this, expenses are also continuously increases so
that staff members must perform their functions to develop services. As a result, BEP
point not gather successfully by the enterprise. Its impact on company determines very
high so that more money needed to develop more significant advantages. Objectives also
need to fulfilled for building creative activities (Battour, Ismail and Awais, 2017).
TASK 3
A. Develop rational for new hospitality enterprise with creating outlining product service
concept (3.1)
In recent development, it has been seen that hospitality enterprises considered effective
functioning that assists to attain more desired work performances. With the help of different
opportunities, it can be grow continuously that helps to enter in new areas (García-Villaverde,
Elche and Ruiz-Ortega, 2017). In order to build successful business development plan, there are
new activities considered to build creative results in Accor hotel. People like travelling to new
countries and exploring world. For his, they always search for new hotels with new ambience,
peaceful environment. New hospitality enterprise should be developed because guests could seek
an authentic experience and get relaxed from stress free life. It can introduce arts, crafts and
cultural attractions. Many consumers strive for eco-friendly environment so Accor would help
them in experiencing in active lifestyle. Moreover, they can meet the digital concierge by
offering similar services.
Step 1: Development procedure Concept: Main concept of starting Accor Hotel combines with a restaurant. It would
provide some special tourist cuisines. It should be located at tourist hotspot location. It
would be build up with fine dining, customer satisfaction and usage of renewable
resources. Accor's mission is to focus on middle class people. It would provide best
budget as compared to other hotels. In order to develop more significant advantages, it is
important to develop concept for development procedure. With this regard, there are
several services of restaurant need to be built to deal in several services for customers. In
UK, concept adopted to make creative work performances to attain more desired results.
Luxuries services also implemented for tourist to for different destination at low prices
5

(Alén, Losada and de Carlos, 2017). Expansion of the company also develop for new
areas. Market research: Market research would include primary and secondary data. It would
be done from gather information from different hotels and restaurants so that
management could know the real demands of customers. Sample size of 600 customers
could be taken through which questionnaires will be filled up. They make a visit to UK
destination (Mowforth and Munt, 2015). Mainly market research conducted for
assessment of customer satisfaction, quality of services, etc. Scale: In new areas, there are more than 150 rooms with AC and 100 rooms without AC
made in Accor. In respect to develop successful work performances, it contains
appropriate consideration at workplace. Funding: In this regard, half investment has been done through took bank loan and
personal capital as well. It helps to increase productivity and effectiveness at workplace
in successful way (So, King and Wang, 2016). Products and services: Quality of foods and services must be worthy and should follow
the standards of the Accor hotel. These include room and laundry facility and quality
wise food delivered by management on time.
 Licensing: All rules and regulations will be followed by hotel in a systematic manner. It
will receive licence to open up the business. Services configured by hotel members would
be licensed and checked perfectly.
B. Develop and produce project proposal (3.2)
With respect to work and develop significant plan of hospitality enterprise, it can be
stated that design and attractiveness need to be develop for effective functioning. There are
several people involved to make interior design in successful way (Mowforth and Munt, 2015).
Along with this, peaceful environment must be placed so that customers fill enjoyable and
entertain. Services quality also design in systematic manner which retained in following
perspective:
Step 2: Design procedure Ambience: This perspective assists to attract different people in pleasant and attractive
manner. Therefore, design also develop successfully in automatic manner to attract
several customers. In order to set up roof top restaurant, different kinds of lights also
6

consider which work to impact positively. Walls are also decorated in effective and
modern way with painting and crafting (Battour, Ismail and Awais, 2017). Culture: In Accor smooth culture requires that assists to attract several people in
systematic manner. In this regard, restaurant and bars also develop with decoration to
consider music and arts to attract people. Beside this, attractive place also assists to
provide training staff members to deal with several customers on time. Brand: With respect to develop successful brand, new hotel also develops qualitative
services at low price. Main aim is to build trust and increase loyalty to solve issues to
attract large audience. Interior: In interior design, modern environment considers attract passengers at
workplace. Statue and lamps used to decorate roof top area. Colourful decoration helps to
increase customer attraction. Hence, walls decorated with 3-D pictures, etc. (Sidali,
Kastenholz and Bianchi, 2015). Exterior: Exterior designs also attract to maintain smooth functioning in particular
environment. Rooms decorated with balcony which consider eye catching views as well.
Attractive glass window also helps to attract people. Functional areas: Functional areas in hotel also operated to focus on services which
deliver on right time. Customer attraction also increasing in successful manner. More
desired results will be gain with customer attraction. Customer flows: Exit and enter areas consist special places with enough activities.
Customers have feasibility to enter from these areas. Furthermore, it is important to take
attention which helps to maintain effective results (Jones, Hillier and Comfort, 2016). Link to target market: With respect to create effective design, it can be stated that middle
class people attracted by Accor hotel. Therefore, it reflects on their life to maintain
appropriate linking.
 Customers with individual needs: In this consideration, different services facilitate to
deal with customers.
Step 3: Operation procedure
Accor hotel need to accomplish their aim and objectives to attain effective operations. In
the enterprise, significant advantages continuously develop to perform several functions.
7

Operations also continuously work to fulfil staff member’s needs, recruitment, promotion, etc.
Smooth functioning also helps to make significant results. Staffing with functional areas: In Accor hotel, management consider recruitment with
qualified members. It helps to maintain creativity and attract customers at workplace.
Recruitment method also develop with appropriate training that increases skilled
members at workplace. Special qualification: In New function of the hotel, HR generally prefers appropriate
recruitment procedure who has complete their bachelor degree. Interpersonal skills also
successfully develop with development of more experience among staff members. Issues of staff related with seasonality: In seasonality, staff members need to provide
more duties which consider benefits to enhance incentives (Bowie, Buttle and Mariussen,
2016). Cultural diversity to deal with conflicts: With respect to increase work, it is essential to
treat workers with equal opportunity and development. There is no discrimination occur
which develop opportunities in significant manner. Cultural diversity assists to cope up
with dealing of workers in different situations. Therefore, it will assist to make sure that
enterprise can easily deal with conflict situation in appropriate manner. Policies and procedures of recruitment: HR must concentrate on development of strong
policies. It assists to diminish discrimination to get employment facility in appropriate
manner. With the help of policies and procedures, recruitment activities continuously
build up in business environment. It will help to consist appropriate working with right
person at right time (Sidali, Kastenholz and Bianchi, 2015). Compliance with legislation: All policies need to carry to make systematic functioning at
workplace of hotel. Different policies and regulations consist most important role with
act. Therefore, new hotel must follow different acts such as Health and Safety, Disability
Discrimination Act, Data Protection Act, Equality Act, Disability Act, etc. Furthermore,
it assists to cope up with different functioning of business (Jurevicius, 2013). All these
acts must be followed at workplace to increase significant work performances. It also
helps to maintain creativity in business unit. Appropriate working with acts assists to
concentrate on the legislations.
8

 Promotional activities: With respect to implement promotional activities, it can be stated
that customers attracted in hotel easily with using different tools (Maggon and Chaudhry,
2015). On the basis of promotional tools and techniques, it can be stated that social media
mainly included by manager. For example, using Facebook, Instagram, You Tube, etc.
etc. All these elements are main considerations that assists to expand operations in
positive manner. Location: In UK, location also develop to establish new hospitality enterprise in major
areas. Tourist destination consider where large number of people generally targeted.
Research program ascertained to accomplish goals and objectives (Edwards, Cheng and
Wu, 2017). Accor hotel can be developed in Wales, UK. Target market: Target market helps to analysis areas in which customers could be
attracted successfully. In UK, middle class people generally attracted so that development
procedure contain for them to build appropriate functioning.
 Operation Department: It handles various functions like staffing, pricing and human
resource management. Staff would handle various queries related to consumers. There
will be allotment of 12 waiters for hotels and 10 for restaurants (Kirillova, Gilmetdinova
and Lehto, 2014). . Two receptionist will be there who will be good enough in
interpersonal skills because they have to deal with the clients. Pricing would be done like
of two star through newspapers and radios (Tung and Law, 2017). Presently, middle class
families are found of social media and Facebook so promotion could be done through
these sites. Employees of human resource management must be skilled because
recruitment policies of Accor would be tough to handle. Complete department will
manage properly because there will be compliance with legislation.
Therefore, Accor can keep its development criteria and sustainability only if it is able to
maintain its brand value among different competitors. It has to cater perfectly to the needs of
middle class as well as upper class people (Manhas and Tukamushaba, 2015). This can be done
by providing different area for business and pleasure purpose. Thus, based on the design of
Accor it is suitable to accept a project proposal.
CONCLUSION
Finally, it is concluded that this report consists of three tasks which provides importance
and interrelationship between hospitality and travel and tourism sector. Hospitality is a sector
9

which has captured global market. Reasons discussed are customer satisfaction and delivering
flawless services to customers. Furthermore, it also concluded about different types of
integration like vertical and horizontal which support to attain more creative results. Integration
can have negative and positive influence on hospitality sector. Lastly, plan should be properly
executed for sustainability and strong position in competitive market.
10

REFERENCES
Books and Journals
Alén, E., Losada, N. and de Carlos, P., 2017. Profiling the segments of senior tourists throughout
motivation and travel characteristics. Current Issues in Tourism. 20(14). pp.1454-1469.
Battour, M., Ismail, M.N. and Awais, M., 2017. Islamic tourism: an empirical examination of
travel motivation and satisfaction in Malaysia. Current Issues in Tourism. 20(1). pp.50-
67.
Bowie, D., Buttle, F. and Mariussen, A., 2016. Hospitality marketing. Routledge.
Edwards, D., Cheng, M. and Wu, Q., 2017. Ambassadors of knowledge sharing: Co-produced
travel information through tourist-local social media exchange. International Journal of
Contemporary Hospitality Management. 29(2). pp.690-708.
García-Villaverde, P.M., Elche, D. and Ruiz-Ortega, M.J., 2017. Determinants of radical
innovation in clustered firms of the hospitality and tourism industry. International
Journal of Hospitality Management. 61. pp.45-58.
Iyer, V.R., Dey, N. and Chakraborty, S., 2015. Advent of information technology in the world of
tourism. In Emerging innovative marketing strategies in the tourism industry (pp. 44-53).
IGI Global.
Jones, P., Hillier, D. and Comfort, D., 2016. Sustainability in the hospitality industry: Some
personal reflections on corporate challenges and research agendas. International Journal
of Contemporary Hospitality Management. 28(1). pp.36-67.
Kirillova, K., Gilmetdinova, A. and Lehto, X., 2014. Interpretation of hospitality across
religions. International journal of hospitality management. 43. pp.23-34.
Maggon, M. and Chaudhry, H., 2015. Revisiting relationship marketing and customer
relationship management in leading tourism and hospitality journals: research trends from
2001 to 2013. Journal of Relationship Marketing. 14(1). pp.53-77.
Manhas, P.S. and Tukamushaba, E.K., 2015. Understanding service experience and its impact on
brand image in hospitality sector. International Journal of Hospitality Management. 45.
pp.77-87.
Mowforth, M. and Munt, I., 2015. Tourism and sustainability: Development, globalisation and
new tourism in the third world. Routledge.
Sidali, K.L., Kastenholz, E. and Bianchi, R., 2015. Food tourism, niche markets and products in
rural tourism: Combining the intimacy model and the experience economy as a rural
development strategy. Journal of Sustainable Tourism. 23(8-9). pp.1179-1197.
11

So, K.K.F., King, C. and Wang, Y., 2016. The role of customer engagement in building
consumer loyalty to tourism brands. Journal of Travel Research. 55(1). pp.64-78.
Tung, V.W.S. and Law, R., 2017. The potential for tourism and hospitality experience research
in human-robot interactions. International Journal of Contemporary Hospitality
Management. 29(10). pp.2498-2513.
Online
Chain of distribution. 2018. [Online] Available through:
<http://stravelandtourism.weebly.com/chain-of-distribution.html>
Jurevicius, O., 2013. Vertical Integration. [Online] Available
through:<https://www.strategicmanagementinsight.com/topics/vertical-integration.html>
Reynolds, M., 2018. Three categories of the Hospitality Industry [Online] Available
through:<https://smallbusiness.chron.com/three-categories-hospitality-industry-
58524.html>
12