Hospitality and Tourism Management

This assignment delves into crucial aspects of the hospitality and tourism industry. It examines the influence of social media on consumer decision-making and marketing strategies. Additionally, it analyzes distribution channels within the sector, considering disintermediation from hotel and travel agency perspectives. Furthermore, the assignment explores the concept of corporate social responsibility in tourism, measuring its implementation and impact within the hospitality industry. It draws upon scholarly articles to provide a comprehensive understanding of these contemporary challenges and trends.

Hospitality Provision in
Travel & Tourism Sector

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................2
1.1 Interrelationship between hospitality and wider travel industry...........................................3
TASK 2 ...........................................................................................................................................4
2.1 Implications of integration to the hospitality industry..........................................................4
2.2 Integration impact on hospitality business............................................................................6
TASK 3 .....................................................................................................................................6
3.1 Rationale for a selected project.............................................................................................6
3.2 workshop on business plan....................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
In today's modern scenario, hospitality sector is considered as the backbone of tourism
industry because it is a crucial service provider on which the satisfaction level of customers is
based. The high satisfactory level of customers is, the more will be profitability and increment of
goodwill. Hospitality is a term which refers to treatment of clients and customers and it is present
in every part of this world including private, public and voluntary sector. Company chosen for
this assessment is PKF hotel experts which has main aim of hotel, tourism and leisure consulting.
This company was found in 1869 and PKF term was coined in 1927 and it can be stated as one of
the global network leaders in accounting and consulting firms. PKF hotel’s experts are 200
members in 400 locations in all over 100 countries. So, from this, it can be stated as a global
company in tourism sector. In this assignment, reports and essay will be constructed by
evaluation of hospitality services and other wider industry (Brotherton, 2012). Apart from that,
integration will be done for the hospitality services and rationale will be developed by justifying
decisions linked to target market.

TASK 1
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1.1 Interrelationship between hospitality and wider travel industry
Hospitality services are the most essential service providers to the travel and tourism
sector because through this, they are able to earn right amount of profit and is able to grow at
rapid speed. There are people commonly known as visitors to whom this service is provided.
Hospitality mainly focuses on leisure or for business or whatever the purpose of visitor is; they
are focused on providing luxury services till the time visitor is spending time in a particular
place. Quality comes with price and this is the mind-set of clients who are paying premium
amount for getting luxury services and to maintain healthy relation expectations should be
fulfilled of customers in effective manner. There are mainly other aspects which state the
interrelation between hospitality and wider travel industry and they are described as below:
Package Holidays: Holiday Packages plays an important role in the hospitality sector. While
making of packages according to the customer's budget, hotels are included accordingly. If a
customer chooses a budget package then the expectations should not be of 5 stars’ hotel and
business class accommodation in flights, instead of that 3 or 4 stars’ hotel can be expected in
which stay can be arranged (Darcy and Pegg, 2011). Holiday packages which are popular are
often purchased in bulk and thus, customer gets benefit from it by getting fine hotel rates and
airline ticket prices. There are some special agents to whom hotels have agreements of
providing low prices and offers to the customers and in return, guarantee flow of customers
from agent's end. There are various packages offered to the customers and thus, according to the
stay and other purposes, client chooses the package as well as agent keeps track on the stay of
client and ask him\her to make sure that pleasant time is being given to them and if there are
certain issues then agent will directly contact hotel management to resolve it in an effective
manner.
Aviation: Success of airline's organisation totally depends on the accommodation of client in
hotel availability. Airline's business process can be affected by several ways and this can
directly hamper productivity. This can be explained in simple manner by an example: there is
small destination place which is popular and named Malta and reports are being noticed about
situations where hotels of that island were fully booked. So airlines must confirm before flying
that accommodations can be provided in ease manner (Hudson and Thal, 2013). Hospitality is
also available on board airlines in the form of catering as well as sleeping arrangements if the
journey is for long time. Some airlines provide food and beverages and for that they charge
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while some airlines include that cost in package and provide food even those who are paying for
economy class. There are even some airlines who provide ultra-luxurious services like bars,
beds and dining and other entertainment sources (Jaafar and et. al., 2011).
Business Travel: People who visit places with the purpose of business generally opt for the
services where they can work and feel comfortable. Before choosing any hotel and they look up
for the services which are required like Wi-Fi and internet access, conference rooms, laundry
available for 24 hours and less disturbance rooms. Other services which can be opted according
to the nature of business work is that place for leisure after meetings like spa, bars, or pool side
beverages. Same methodology is applied in catering services like best restaurants are chosen so
that clients for whom business purpose is conducted can be impressed. This is done usually by
the resources like money allotted for that tour so that luxury accommodation can be provided.
Destinations which are getting popular like India and China for business tours, moreover many
companies are showing their interest in establishing their ventures. In today's modern scenario,
industries are growing faster and many of them are seeking for the opportunities to expand their
market share along with productivity and profitability.
Visitor Attractions: It is a term in which people gets to talk and interact with other person.
Attraction can take up the form of natural and man-made creations like museums, theme based
parks or natural parks or centuries. Apart from that, others tracts which can attract customers is
like happening of some big events in certain place like a big concert or any festival etc. Now-a-
days, theme parks are attracting lot of customers especially in summer season and other peak
time. For example: Disneyland happens to be the most popular site across globe which observes
millions of customers every year and its branches can be found in United States, France, Japan
and China (Law and et. al., 2015). Mainly, the theme park owns restaurants and cafe situated
inside it where families can eat delicious dishes and then can go back to having fun mode but
Disneyland is two steps ahead by establishing two hotels at resorts which offers various
attractive packages which a customer cannot refuse.
TASK 2
2.1 Implications of integration to the hospitality industry
Around 1900's popularity was gained by Integration when almost every business tried to
focus on achieving economics of scale by which benefit can be given to lower operating costs.
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Outsourcing will be no longer in use if companies will start selling their own products or selling
through themselves and this will enable them to save funds which can be applied in some other
time. There are various implications of integration to the hospitality industry which are described
as below:
Branding: There are certain tools and techniques which are adopted by the main players of
organisation in tourism sector and they have made sure that message should be delivered to
every corner they want and every customer and also about making sure that customer can relate
themselves to the brand, so applying these methods can make an organisation achieve certain
aims and objectives in effective and efficient manner (Leung and et. al., 2013). Brands often
expect and try to make long term loyal relationship with the customers they are associated with
which can be further explained by an example like if people for business purpose are visiting
some places and they check in to Hotel Hilton which is a 5 star and highly reputed hotel, so this
would increase the expectation level of customers and thus will expect that check in procedures,
business comforts as any other Sheraton hotel.
Market Control: To enhance the global presence, major tour operators discover a new
way which is purchasing of hotels overseas so that they will be able to control hotel’s price and
in turn offers will be more attractive in budget and thus, growth will be accessible. This type of
activity is highly beneficial but it can affect small companies in a negative manner.
Globalisation Increment: When a company is successful in grabbing the area of origin,
then most probably, they aim for grabbing global market and in result, globalisation happens
which can be analysed by the internal and external factors. Globalisation has marked many
advantages like it has reduced the trade barriers mostly with European Union. Many a times, EU
countries get advantage from lower priced products when trade occurs and in return, benefits to
catering and accommodation can be provided while purchasing in bulk amount (Martínez, Pérez
and Rodríguez del Bosque, 2013).
Starwood Hotels and Resorts Worldwide: This Industry is undoubtedly one of the
largest and most powerful sectors in tourism sector which provides leisure services and they are
getting tremendous amount of success. In the year 2005, Le Meridian brand was successfully
acquired by Starwood hotels and along with brand, 130 hotels came into Starwood side. This
made Star-wood's customer base increases up to great extent and also they were able to grab
market in Africa, Europe, Middle East as well as the Asian Pacific and others.
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2.2 Impact of integration on hospitality business
Economic of Scale and Market Share: When the companies integrate, operating cost
can be minimised. If a tour traveller purchases or acquires any hotel, then initial cost will be high
but benefits attached will be an attractive element for customers. This will also provide a benefit
to tour traveller that his dependency will be reduced in the section of providing accommodation
as most of the operations can be conducted within company (Martínez, Pérez and Rodríguez del
Bosque, 2013).
Standardisation: This approach is complex in nature and also, time consuming due to
involvement of many variables. Standardisation is present in hotel industry but it has a limited
access. The way visitors are treated while checking in can be changed just like the way greeting
after picking up a phone call be changed. In simple words, it is easy in manner and also, flexible
in nature. But, for the variable factor, it creates an issue because different department are run by
different administration within organisation who works on their own methods and standard.
Quality: Quality does not come guaranteed as it is expected via integration. Let it be
clearer by an example: If anybody purchases a hotel or acquire it, then it does not simply mean
that it will be successful and have rapid growth. Employees who are working in the hotel may
not be able to accept the new boss and his\her techniques and methods and thus, it may affect
productivity and profitability. In order to get proper growth and productivity, management must
listen to the employees and their ideas as they are the only elements which have faced customers
and they have an idea of needs and wants as well as expectation level of clients towards
organisation (Medlik, 2012).
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(Source: Integration, 2017)
TASK 3
3.1 Rationale for a selected project
Rationale development for hospitality business can be undertaken by giving an example
which is as follows:
Idea: Here, the plan is to launch a business which will include opening up of a hotel along with
resort attached to it. This will be done in Unite Kingdom at the popular tourist places and reason
behind of this set up is that there are plenty of opportunities and also the demand is improving
due to high population who visit these places during holidays in every year. Basic question arises
that how the competition level be faced which is highly tough and the answer for that question is
middle level families and person will be targeted who wants luxurious services but cannot afford
it. So, this area will be targeted and the best services will be provided in their budget. The main
focus area of this business process is to provide the best services to middle level customers who
have certain budget and are visiting UK for the very first time. This can be stated as the starting
step which can be expanded to other segments as well as to other geographical areas but before
doing that, marketing research is to be done (Mok, Sparks and Kadampully, 2013).
Market Research: Market research is a business process which states after the proper
analysation of success rate before launching up the business. In this case, market research would
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compile of filling up the questionnaires and conducting personal interviews regarding the
business process and thus, feedbacks will be considered while planning for attractive offers and
packages.
Target Market: As it is discussed earlier that target market will be the middle class
people who would not be able to afford luxurious packages. It will include all the age sector of
people who look for the quality with money and who would look for attractive deals. UK is
chosen as the most popular geographic location.
Location and size of the business: As discussed in the above statement, geographical
location chosen is UK because many middle class people want to visit this people at least once in
lifetime. Size of the room will be around 100 rooms with all facilities and approx. 40 rooms
without AC. Along with this, pool, spa and entertainment services will be provided and special
night on weekend night and even club along with bar in it (Murphy, 2013).
Investment: This will be managed through personal saving and bank loan. The ratio
would be 60:40, 60 would be bank loan and rest will be personal savings. Products and services
which will be offered are:
100 Ac and 40 Non AC
Unique food products along with experienced chefs
Tourist guide and conveyance facilities given to prestigious guests
3.2 Workshop on business plan
In terms of hotel, interior is the most essential part of this service industry and this is the
major element in attracting a customer and somewhat level of satisfaction can also be given. So,
while designing the interior part, highly experienced architecture and interior designer should be
hired so that customer service can be increased along with attractive point. Due to focus on
middle class family, the design should be simple yet luxurious so that customers can feel that
they are in good hands and services will be provided to them in an effective manner (Scott and
Orlikowski, 2012). In today's modern scenario, population has increased in between middle class
and upper class people and there is the mind-set of people belonging from middle class that they
can live luxurious life just like high class society but their pocket do not allow the so here we
come in the box representation the middle class into luxurious life and can relate them into by
providing them affordable rates and then it won’t be hard to attract them towards our packages.
Employees need to be trained for providing high quality services and make customers feel like
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they are in 5-star hotel and the most important respect should be given so that they can feel
comfortable in this environment. The only way to sustainability would be provide same if not
better service to make one-time customer into regular customer (Sigala, Christou and Gretzel,
2012).
The highly importance contained by second step is that how to handle the process and and the
operations made in it. The first step which will be taken is the recruitment and selection for both
hotel and resort. It will be long process which will be consisting of 2 receptionists for hotel and 1
one for resort. Both building will have separate waiters which means 7 for the hotel and 11 for
the resort and restaurant and along with that, 2 managers, one for each building. 3 tourist guide
will be appointed who will have the good knowledge about the popular places of UK and ways
from where it will go. Most importantly highly experienced chefs will be appointed who will be
able to cook different dishes according to the taste of customers. 5-6 cooks will be sufficient for
this purpose (Stephenson, 2014).
Now coming to the qualification and eligibility criteria, receptionists should have bachelor's
degree from the recognisable University and they should have good personal skills along with
effective communication skills as they have to directly deal with the clients. Waiters should have
at-least completed their school and they should have friendly manner while dealing with the
customers. Chefs should have fast working hand and good taste as well so that customer
satisfaction level can be met. Now, to manage them in an effective manner and avoid conflicts
and cold war situation, human resource management should be introduced so that small steps
like recruitment, training and development sessions and strict actions those who voids the rules
and regulations (Teng, 2011). Now, it comes to the most important part on which everything
depends and that is the price of services provided. While formulating any price plan, aim should
be kept in mind about middle class objective like adopting 3-star pricing policies along with the
taxation part. Promotional activities can be proceeded through radio, newspaper, templates and
TV ads along with many more. Another effective way is to make certain aids and campaigns on
social media which will help to reach every country and it might aid them to bring number of
customers (Integration Impact, 2017).
Every organisation has a definite structure which have to follow by them in an
appropriate manner through which chances of performing things in a corrective manner will get
done properly. PKF hotel have a definite structure under which Management hold whole
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responsibility of business and they only estimated about use of various resources in an
appropriate manner. On the basis of this thing, PKF hotel structure is define as follow:
CEO of association: Mainly play a role in order to prepare strategies and making things
corrective in nature as well. CEO of hotel frame strategies in order to use HR resources properly.
There are mainly three CEO of an entity whom mainly play role in formulating appropriate
action plan.
Middle management: This order lead to implement action plan which usually framed by senior
authority. Managers and HR department have to maintain keen focus on all such vacant job
position which really need to get fulfil in recent time frame which beneficial in long term
context.
Lower level: Their major work is just to follow the guideline and implement things in a proper
manner. This require to get done in an appropriate framework through which chances of
performing task properly get enhance as well.
CONCLUSION
As per the above report, it can be concluded that travel and tourism is mostly dependent
on catering and accommodation facility and the reason behind this is that people won’t be
attracted until and unless they have good place to eat and sleep. As it is discussed above in report
that people travel for three reasons which are leisure, recreational and business and according to
different purpose, requirement will be different like an individual coming for some business
purpose then he\she might look for peaceful and comfortable environment along with particular
facilities like conference room and internet access while people coming for holiday may look for
pool, spa or other facilities. So, it can clearly said that providing tourists with memorable and
flawless memories so that they can get the taste of hospitality in travel and tourism sector. Thus
by providing better hospitality services to the customer can lead an organisation to achieve the
aims and objectives in effective manner.
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REFERENCES
Books and Journals
Brotherton, B. ed., 2012. International Hospitality Industry. Routledge.
Darcy, S. and Pegg, S., 2011. Towards strategic intent: Perceptions of disability service
provision amongst hotel accommodation managers. International Journal of Hospitality
Management. 30(2). pp.468-476.
Hudson, S. and Thal, K., 2013. The impact of social media on the consumer decision process:
Implications for tourism marketing. Journal of Travel & Tourism Marketing. 30(1-2).
pp.156-160.
Jaafar, M., and et. al., 2011. Entrepreneurship in the tourism industry: Issues in developing
countries. International Journal of Hospitality Management. 30(4). pp.827-835.
Law, R., and et. al., 2015. Distribution channel in hospitality and tourism: Revisiting
disintermediation from the perspectives of hotels and travel agencies. International
Journal of Contemporary Hospitality Management. 27(3). pp.431-452.
Leung, D.,and et. al.., 2013. Social media in tourism and hospitality: A literature review. Journal
of Travel & Tourism Marketing. 30(1-2). pp.3-22.
Martínez, P., Pérez, A. and Rodríguez del Bosque, I., 2013. Measuring corporate social
responsibility in tourism: Development and validation of an efficient measurement scale
in the hospitality industry. Journal of Travel & Tourism Marketing. 30(4). pp.365-385.
Medlik, S., 2012. Dictionary of travel, tourism and hospitality. Routledge.
Mok, C., Sparks, B. and Kadampully, J., 2013. Service quality management in hospitality,
tourism, and leisure. Routledge.
Murphy, P. E., 2013. Tourism: A community approach (RLE Tourism). Routledge.
Scott, S. V. and Orlikowski, W. J., 2012. Reconfiguring relations of accountability:
Materialization of social media in the travel sector. Accounting, organizations and
society. 37(1). pp.26-40.
Sigala, M., Christou, E. and Gretzel, U. eds., 2012. Social media in travel, tourism and
hospitality: Theory, practice and cases. Ashgate Publishing, Ltd..
Stephenson, M. L., 2014. Deciphering ‘Islamic hospitality’: Developments, challenges and
opportunities. Tourism Management. 40. pp.155-164.
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Teng, C. C., 2011. Commercial hospitality in restaurants and tourist accommodation:
Perspectives from international consumer experience in Scotland. International Journal
of Hospitality Management. 30(4). pp.866-874.
Online
Integration Impact, 2017 [Online]. Available through:
<http://www.cheapassignmenthelp.co.uk/unit-19-hospitality-and-provision-in-tt-
assignment/>. [Accessed on 11th November 2017].
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