Gaining Attention: National and International Tourist Preferences

The provided content highlights the significance of addressing high levels of revenue in the hospitality industry. By offering innovative and quality services, businesses and organizations can elevate their market position, ultimately leading to increased revenues. The reference list provides a comprehensive collection of books, journals, and online sources that support this notion, including studies on tourism marketing, corporate governance, human resources management, and strategic management. Furthermore, the provided image (Illustration 1) showcases London Eye, a renowned tourist attraction in London, emphasizing the importance of hospitality services in driving economic growth.

HOSPITALITY
PROVISION IN TRAVEL
AND TOURISM SECTOR

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 The interrelationships between hospitality and wider travel and tourism businesses...........3
TASK 2............................................................................................................................................5
2.1 Analysing the implications of integration to the hospitality industry...................................5
2.2 Affects of integration on hospitality sector...........................................................................7
TASK 3............................................................................................................................................8
3.1 & 3.2 Developing a rationale................................................................................................8
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14
Illustration Index
Illustration 1: An image of London Eye, London ...........................................................................9

INTRODUCTION
Hospitality provision is one of the most significant factor which plays a vital role in
providing greater level of benefits and assistance to the travel and tourism industries. The
hospitality provision sector has a direct relation with the travel and tourism industries, thus, it is
necessary that they should generate better set of services and activities that can improve the
market condition and overall tourism business. It is significant that an organisation related to the
hospitality sector should implement proper and effective set of services and operations that
should maintain a high level of customer's satisfaction (Blackshaw, 2011). The hospitality
provision include industries like airline, hotels, restaurants, resorts, clubs, etc. which are highly
aimed on holding up their market share and position in the tourism sector.
The report is providing information about the significance of hospitality provisions and
related industries in the context of travel and tourism sector. In addition to this, it is catering
knowledge about the role played by the hospitality provisions in the respect of travel and
tourism. Hilton Hotel, Thomas Cook and British Airways are one of the most known hospitality
provisions in the travel and tourism sector.
TASK 1
1.1 The interrelationships between hospitality and wider travel and tourism businesses
It is addressed that the functional and operational activities of hospitality industries are
highly related with the travel and tourism sector. The kind of services provided by the industries
and related aspects are helpful in gaining greater form of revenues and increasing the level of
satisfaction among the entire travellers and visitors (Bravmann, 2009). During travelling to a
destination, most of the visitors search the market and study about the places that they are likely
to visit. According to the analysed information and situation about the destination, they make
their plans and design their itinerary. They are generally focusing on the identifying and
assessing the best set of hotels, restaurants and airline companies that are perfect in providing
customer's satisfaction and overall services. Moreover, they consider the reviews and comments
given by the other visitors and travellers who have addresses, stayed or booked in that
destinations and provisions.
The hospitality provisions are extremely responsible to supply greater form of activities
like good food, better accommodation, high quality services, etc. in order to gain more attention

of tourism market and their factors. This would eventually help them to earn more revenue and a
large part of the market (Hilton Hotels, 2015). Thus, the necessity of providing better services
can be witnessed by examining the market situation and requirements of tourism sector. Hence, it
is evidenced that the business market of hospitality provisions are highly interrelated with the
travel and tourism sector. Likewise, the participants of hospitality provisions like British
Airways, Thomas cook and Hilton Worldwide need to implement better and effective services
and set of facilities in order to enhance their productivity and profitability. In hospitality sector,
there are numerous organisations which functions and operate in a manner to increase the level
of customers satisfied which overall promotes their earning capacity by furnishing hospitality
services to the entire number of travellers.
The emerging market of hospitality business in travel and tourism sector has turn up to a
most leading aspect of attaining market share and earning high form of revenues. Moreover, it
has also developed a new and greater set of sources or opportunities within various departments
and other organisations of other sectors as well which has promoted them to participate and
invest in tourism business. The rising market and business of travel and tourism has helped many
hospitality provisions to develop themselves in greater form, on the other side, the members of
hospitality industries has offered various set of practices, services, facilities and activities to the
each and every aspect of travel and tourism (Hayes and Ninemeier, 2008). The factors involved
in hospitality provisions and travelling sectors are holding equal and appropriate significance in
each other business. This can be understand by the business and market position of Hilton Hotel
which is mainly known for supplying innovative and high quality services in accommodation,
catering and HR functions. Their efficiency in providing greater form of services has encouraged
their overall productivity and profitability in attracting the attention of travellers and visitors who
are visiting their hosting countries and destinations.
On the other hand, the facilities offered by the airline companies to all their clients helps
them to maintain their relation with them. The business of both the industries are linked with the
tourism market, thus, it is necessary to build up ways to attract higher number of customers
towards their offered destination (Kerr, 2007). Similar to this, Thomas Cook needs to implement
better and attractive packages of travelling to the visitors in order to hold up their market value
and support from the tourism sector. However, travellers visiting new places generally prefers
buying a holiday package from the travel agent company which includes the entire kind of

travelling activities. In accordance to that, it is the liability of the hospitality provisions to
address the new destination to explore and maintain their naturalism for attracting the attention
of visitors. It is evident that the offering set of activities and services provided to the travellers
are highly effective in forcing them to revisit and explore the destinations offered by the hosting
countries (Sussman, Kwansa and Cummings, 2013).
The main elements of hospitality provisions are the hotels, restaurants and airline
industries that are extremely liable to generate better and effective forms of services which
would be offered to the every aspect of tourism sector. In that context, tour operator are also one
of the most appropriate and impacting factor of hospitality provisions that facilitate the tourist
market in addressing the ways of exploring the destination. As the main need of the travellers is
to reach the destination by taking transportation and after reaching the destination, find suitable
accommodation (Yu, 2012). For this, the sectors like hotel, motel and guest houses are likely to
accountable to provide better services and high quality facilities. The entire staff and members
relating in this sector are required to take care of all the problems or issues faced by the tourist
and provide them proper services which generally includes maintenance, cleaning services, room
services, laundry, services, etc. It has been evidenced that these facilities encourage the
customers to give better reviews and positive response for the respective industries.
TASK 2
2.1 Analysing the implications of integration to the hospitality industry
Integration is a set of activities which generally focuses on merging or acquiring of a
company with another company which is related with the similar market or sector. It mostly
happens with the factor that are related with the similar has same chained of marketing. By
integrating the business of a company with another, it helps them to gaining better set of results
and achievements. But, it has a condition that the management of the organisation needs to
analyse the situation and market circumstances in order to assess the best form of information
which could be evaluated in developing a plan for integration (Dikeç, Clark and Barnett, 2009).
It facilitates the company in addressing the perfect companion of attracting the market and
gaining more revenues. The process of integration is only advantageous if properly and
systematically implemented in the organisation. It is necessary to conduct a proper set of
examination and accordingly plan the execution.

It is important for the entire participants of hospitality sector like Hilton Hotel, to address
the best kind of information about the tourism and related market sector. Their management
needs to concern on the market determination of tourist sector and take appropriate actions
respectively (Friese, 2009). Considering the hospitality sector, the following are the varieties of
integration processes which can be adopted by the cited organisation and are advantageous for
the tourism businesses.
 Horizontal Integration – In this form of integration, the process generally starts with
identifying the best participant of their supply chain that should increase their overall
production of services and facilities. By bringing changes in its internal part of supply
chain which would help the management in enhancing their overall ability to attend and
maintain the customer's satisfaction. They mostly execute this operation by internal
enlargement, merging or acquiring a part of their supply chain. Furthermore, the main
purpose and structure of the cited integration process is to raise the set of services and
facilities provided to their aimed groups of clients and travellers (Guillet and Mattila,
2010). The most appropriate example for horizontal integration process for Hilton group
of hotels is to purchase a hotel which is already functioning in the tourism market which
could be near to malls, airports, destination places like Walt Disney World Resort, Tower
Bridge in London, etc.
 Vertical Integration – It is the form of integrating activities which includes the process
of acquiring or merging made by an enterprise to enlarge its business by adding resources
of another business which are one of their participant of own supply or distribution chain.
This provides a great form of assistance to the entire set of market and customers which
highly helps the management in building up the strong image of the organisation in the
tourism sector. It provides sources to gain high level of incomes and business benefits by
reducing the overall operating cost, accomplishing better outcomes from production as
well as in supply chain distribution and increase the market awareness (Head and Lucas,
2004). For this, the organisation has to examine the most effectual, profitable and
productive member of their supply chain whose merging or working together would help
the cited organisation to gain market share and hold up a strong market position. For
instance, Carnegie Steel of US which is a manufacturing company which has effectively

acquired the entire channels of their products distribution. By these set of actions
company has gained a high level of opportunity to determine the possible form of results.
2.2 Affects of integration on hospitality sector
It is requisite that the business results should be affirmative and possible to accomplish
within a specific time period. The industries related with the tourist sector and their aspects are
extremely designed and targeted on attaining greater form of results and achievements. Hence, it
has turn up to a vital condition for the tourist organisation in order to adopt the best process of
integrating their enterprise with similar or other kind of organisation which is one of their
members in their supply chain (Christie, 2011). Furthermore, a tourist organisation like Hilton
Hotel needs to adopt the most suitable and appropriate business whose acquisition or merging
would assist the company in addressing better set of market share and develop a strong market
image. For this, the company should adopt the best method of integrating by analysing the
market situation of the participant as well as the acquiring company. In that case, they must also
consider the following specified impacts of integration process over the hospitality sector: Reduces the financial resources – The rising implication of integration process has
highly impacted the business and market of acquired company. It is witnessed that the
acquiring company is generally large organisations and has strong financial position,
thus, the acquired company is likely to have low level of financial capacity. This was the
only reason that force the other company to acquire them, however, acquiring a company
requires high form of revenues which reduces the overall financial capabilities of the
enterprise (Cooper, 2005). Business conflicts – The process of integrating involves the activity of uniting two or
more enterprise who are functioning within a similar sector and has same targeted
market. The understanding between both the merging business should be accurate and
towards a particular direction so that they can easily work together. For this, the
enterprise need to address the perfect companion which has a clear market understanding
and familiar business (Devashish, 2011). This would help them in reducing the impact of
conflicts and business issues which generally on the basis of ethical, legal or aims.
 Decision making ability - The main element that affects the selection for adapting the
integration process is the decision making activity which is highly affected by the
variation in missions, visions and objectives of both the enterprise that forces their

management to work as per their specified direction. Thus, the integrating process
combines the business of two similar companies and directs them to work together and in
an effective manner (Esson, 2012). The implication of integration process has forced the
entire aspects of both the organisation to consider the reviews and suggestion of each and
every managerial respective in order to determine a proper set of actions or business
strategy.
TASK 3
3.1 & 3.2 Developing a rationale
In an organisation needs to analyse the market information in order to implement an
appropriate form of plan or developing a new enterprise in their aimed market. For this, it is
necessary that they should acquire proper set of methods in order to determine the plan of taking
actions and making business strategy. In that context, an organisation should create a team of
marketing and assessment which should assist the company in analysing the circumstances and
situations of market in order to establish a new branch in the travelling sector (Evans, 2013).
They must opt for a process of developing a rationale which is termed as a one of the best
development plan for a systematic implementation of a new organisation. The main aim of the
cited method is to specify each and every characteristic of business strategy which consist of
business concept, mission, vision, purpose, aimed market, kinds of offered services and facilities.
The functionality of rationale process starts with formulating the plan by considering
suitable form of market and business information. Moreover, the marketing or developing team
of business should appoint an expert or a professional in order to determine the perfect strategy
of establishment (Fyall and Garrod, 2005). They effectively develop the actions plan by
analysing the entire forms of resources and attaining facilitative information about the market
and the requirements of aimed customers.
Likewise, to the information provided in the above context, a group of international
resorts and hotel named, Green Valley, is also planning to launch its new property in London,
UK. London is highly popular and most preferred tourist place in the tourism sector and thus, has
attracted the cited foreign group to establish a new hotel in the area of London. In that respect,
they are setting up a plan to open a new hotel to the location which is near to London eye and
Thames (Fyall, Leask and Garrod, 2012). London eye is top graded landmark of London which

is highly visited by the national as well as international tourist. Furthermore, it is necessary for
the plan development team of Green Valley hotel to determine the entire aspects of rationale and
accordingly, create their plan of formation of a hotel in cited areas.
Stage 1 - Development: Concept – The idea of the group is to establish a hotel and restaurant under their at the
proposed location which is near London eye and Thames river. As they address each and
every tourist visiting to London for leisure and exploring purpose. The tourist are in need
of getting more satisfaction by spotting the great and natural destinations. They want an
appropriate form of self spirit and relaxation as per their money value. Likewise, their
planning is to launch a hotel with attached restaurant in order to supply a wide range of
accommodation, leisure and catering services to the entire groups of tourist who are
visiting London (Geffen, Sexton and Marcus, 2002). Concentrating on their objectives
which are featured on the basis of two aspects which are achieving high level of tourist
market awareness and encouraging people to stay in the hotel and to enjoy the offered
Illustration 1: An image of London Eye, London

services to the entire set of customers. This would help them in gaining greater
customer's satisfaction and support which enhance their ability to increase large form of
profits. Moreover, the vision of the hotel group is to provide high quality services and
facilities to all the national and international tourist which gives them higher form of
satisfaction and feeling of strength. Market research – The process of analysing the market condition and overall situation is
fascinating the management team of cited hotel group to determine the information about
the market. In that context, the team needs to focus on a particular set of practices and
activities which are to be conducted in appropriate and systematic manner. It is
determined as prior-most function of development team in order to develop an effective
form of strategy (Jones and Groenenboom, 2003). In that respect, they should utilise the
strategical methods and professional techniques like question forms, conducting personal
interviews, organising meetings/conferences, assessment test, etc. They can implement
this by managing a sample meeting with the group of 500 national and international
tourists visiting London. Target market – Green Valley Hotel group is mainly targeting the top class families and
corporate representatives who are having high spending capabilities and are efficient in
affording the prime services and facilities offered by them. In addition to this, the hotel is
aiming each and every local as well as international tourist who are likely to stay in a
hotel that provides natural view and is near to Thames river. Location – The cited group is planning to launch its new hotel with attached restaurant in
the areas near to London Eye which is a giant wheel situated on the South Bank of the
Thames river in London. It is also known as the Millennium Wheel and is highly popular
in the tourist market (Uysal, 2012). The proposed area should be near to river so that the
hotel has a great view of London Eye on one side and Big Ben on the other. The cited
location has a delightful view of two bridges, river, Westminster, Big Ben and London
Eye, thus it would provide great form of relaxation and self-satisfaction. Scale – The hotel size of the newly established property must have a great space of 200
rooms with the entire kind of facilities and innovative features which includes AC rooms,
Wi-Fi enabled, balcony, terrace garden, small bar, etc. A conference hall, great parking
space, restaurant, pool, bar, spa, gym and many more (Vance and et.al., 2011).

 Funding – The proposed plan requires greater level investments and financial resources
which are to be gathered by the team of hotel owners. As per my viewpoint, my decision
would be to take low interest loans from the private banks and other financial institutions
(Williams, 2004). Other than this, the owners are responsible to raise the funds from their
personal sources in order to meet up the rest of the requirements.
 Products and services –
◦ Well outfitted and luxurious 100 AC rooms with all kinds of requisite equipments and
100 Non AC rooms with semi furnished equipments.
◦ To provide numerous varieties of food products and beverages.
◦ 24x7 'on the call' room services like laundry, cleaning, restaurant, parcel delivery, etc.
◦ Taxi services to the tourist for pick and drop from airport.
◦ Escorts and guides provided to tourist travel London.
 Licensing – The hotel management team is going to address and follow the entire sets of
legal and other related regulatory framework in their business activities. In that respect,
the entire team of hotel staff are effectively selected, recruited and trained which would
be advantageous for the business to generate effective and high quality set of professional
services (March, Buhalis and Crotts, 2000).
Stage 2 - Design: Ambiance and Interior – The base of hotel interior would be on the basis of modern
theme and the interior of the rooms would have painting on the walls. The hotel would
have artefacts in each of their rooms and have marble and wooden sculptors on the
entrance. Along with this, the hotel would have two big fountains in the garden and at
the reception. Interior – The interior of the cited hotel group will have oil paintings of Buddha on each
wall and a terrace garden. The rooms would be build on classical theme which includes
the graphics and arts on the upper roof of all the rooms (Hospitality Guidelines, 2013). Exterior – The desired exterior outlook of the hotel would be on the basis of ancient
style which will assist the hotel team in attracting the attention of the entire national and
international tourists visiting London and particularly Thames, London Eye and Big Ben. Functional areas – The cited hotel would offer services and facilities of restaurants, roof
bar, spa, pool, gym, etc. moreover, the functional areas is focused on providing quality

services in many other aspects like 24*7 call assistance, on the call room cleaning
services, etc.
 Customer flows – The Green Valley hotel group has focusing on upper class tourist and
business representatives as their spending power is high than any other group. In addition
to this, they are centring their efforts on attracting the other local tourist that are
potentially and competent enough on affording the quality services offered by the cited
hotel (Enz, 2009).
Stage 3 - Operation: Staffing by functional areas – The cited hotel is going to conduct the best form of
recruitment and selection process in which a team of professional will organise an
interview and test the applicants on the criteria of their academic knowledge, proficiency
and overall abilities (Guillet and Mattila, 2010). Specialist qualifications – The hotel team would select the candidates with the
appropriate ability and required set of qualification in a hotel sector. The person having
the appropriate set of certification in the hotel line would be highly preferred by the team. Staffing issues related to seasonality – The HR team of Green Valley hotel is centred on
selecting, recruiting and grouping a team of effective leaders. They would implement two
team of waiters and employees which would perform their allotted business functions on
periodic basis or daily basis (Nickson, 2007).
 Cultural diversity and ways to deal with conflicts – The cited hotel will appoint, create
and develop a team of effective employees and managers which are assured in handling
each and every function and operation related to the hotel business.
So, all these stages directly represents the clear plan which business has to built with the
motive to satisfy need and requirement of its target market. Further, appropriate market research
will be carried out through which it will become possible to know what type of services
customers prefer to purchase. Apart from this, operational requirement is most important where
proper system will be developed through which it will be ensured whether all the operations are
carried out efficiently or not. Operations of company has to be integrated with those of structure
of enterprise and through this business can easily focus on its desired goals and objectives. Apart
from this, specific location has to be decided through which proper convenience can be provided
to target market as per their expectations and this in turn can act as development tool for the

entire organization (March, Buhalis and Crotts, 2000). Business has to hire skilled workforce
especially those who are carrying out market research must have proper knowledge so that the
entire project can be implemented easily. Apart from this, decision making skill in human
resource is needed so that proper decisions can be taken for the welfare of business in the market.
Therefore, in this way the entire project can be successfully implemented through proper plan.
CONCLUSION
From the report it has been articulated that the factors of hospitality provisions and
aspects of travel and tourism sector are highly interrelated with each other. Thus, it is significant
for the members of the hospitality industries to implement and develop effective set of services
in order to gain the attraction of tourist to their offered facilities. They need to focus on
innovating new form of facilities that could provide better set of services to all the customers
travelling to their destination. The market share of hospitality provisions are extremely depended
on the services offered by them to the entire group of national and international tourist. The
necessity of gaining attention could be examined by the efficiency of addressing high level of
revenues by the hospitality industries. It eventually raises the market position of the businesses
and organisation that are offering the set of innovative and quality services.

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