Hospitality Industry Transformation Through Technology

The assignment discusses how technology has transformed the hospitality industry, bringing about both positive and negative impacts. It highlights the importance of proper development plans to analyze business conditions and scope for an industry. The use of technology and skilled manpower has made it possible to reach a greater level in business operations.

Hospitality Provision in Travel &
Tourism Sector

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1 ...........................................................................................................................................3
1.1) Discuss the interrelationships between hospitality and wider travel and tourism
businesses....................................................................................................................................3
TASK 2 ...........................................................................................................................................5
2.1) Analyse the implications of integration to the hospitality industry.....................................5
2.2) Discuss how integration has affected a hospitality business...............................................6
TASK 3 ...........................................................................................................................................6
3.1 Develop a rationale for a selected project clearly justifying decisions linked to target
market..........................................................................................................................................6
3.2 Develop a plan for a hospitality business which includes the operational requirements of
the business’ organisational structure in relation to human resource allocation.........................7
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Hospitality industry is one of the growing industry now a days. It has its own function
and working accountability with providing actual customer satisfaction and experience at the
greater extent. In current scenario this industry is growing as well as facing issues such as lack of
awareness, effective manpower and resources. For understanding these aspects, this report will
be carried on PKF hotel-experts which is an international market leader in the field of hospitality,
tourism & leisure consulting etc. This report will discussed about the role of hospitality sector in
the travel and tourism industry. This assessment will also talk about the an implication of
integration to the hospitality industry and how about it affects such industry. This report will also
provide the plan for hospitality business which will includes operational and other aspects. It will
also discuss about the development, design and operation in the hospitality context(Fong, 2015).

TASK 1
1.1) Discuss the interrelationships between hospitality and wider travel and tourism businesses
As the junior consultant of the PKF hotel-experts, it is one of the most significant and
crucial task to interrelate hospitality with travel and tourism industry. But, this task is required
to perform to know and gather and combine information regarding suitability and availability of
an opportunity in this industry. In recent years, society has grown and developed at the larger
scale and size. Hospitality and travels and tourism industry both are interlinked with each other
in some conditions such as customer satisfaction and engagement. But hospitality and tourism
both are separate as well. It is truth that hotel industry has grown just because of the tourism
sector. The hospitality and tourism industry are one of the luxuries sector now a days with huge
base of customer connected with it. Hospitality is mainly formed of hotels, restaurant and
leisure place. The hotel provides quality service to its customer such as accommodation, room
service, tasty food facilitates etc.(Leung, 2015) On the other hand, tourism industry provides
service such as holiday and tour trips and other travelling facilities etc. There are various
context which will predict and show various similarity between hospitality and travels and
tourism industry in context with PKF hotel-experts are as follows:
Provides customer outlook: Before understanding the similarities, it is required to know
that both industries are engaged in providing maximum and fully-fledged customer satisfaction
by implementing various strategies, plan and course of action to grab customer attention with
the unique innovation and creativity. As the junior consultant, it will be beneficial to write that
customer outlook needs to noticed and analyse as early as possible because through outlook
customer can create fictional imagination about the choice and wants .
Profit earning: Now a days, every industry has started focusing on earning profit along
with giving equal importance to the customer satisfaction and engagement. But , in context with
both industry, profit making is the required thing because such industry is dependent on their
own business and they have not financial or any legal support from the government of various
nation( Leung, 2014).
Hospitality industry is comprises of food services, event management, travel and
tourism, hotels and luxury services. As the main focus of hospitality industry is lies on serving
the customer by providing complete and utilized product and services. They are mainly focused

towards providing customer experience and satisfaction as the main priority.
For the better understanding and knowledge of interrelationship between hospitality and
travels & tourism industry, there is a need of proper analysis and comparison of both industries
in respect to organisation who are currently working in it: As the Junior consultant, it would be
beneficial for PKF hotel-experts to publish in their annual magazine as their resourceful
recommendation are as follows:
Particular Hotel Dartford Thomas Cook
Business/operation This organisation is engaged in the
business of hotel and restaurant
together which comes under the
hospitality industry. They are
providing accommodation, room
service, restaurant and other
monuments and places siting etc.
to their customer.
Thomas Cook is well known and
renowned travel and tourism
company company which is
located in London, United
Kingdom. They provide holiday
package and trips to their
customer's and also currently
engaged in the aviation industry.
Purpose This organisation is completely
engaged in the hospitality industry
which an aim to deliver maximum
satisfaction to their prospective
customer or clients.
The main purpose is to provide
customer with their choice of
holiday trips and planning of
tours and trips at the most
affordable and perfect prices.
Price factors In this hospitality industry,
charging of the price depends on
the nature and factors of the
services which is being provided
by the Hotel Dartford.
In this industry, price is basically
charged on the basis of each and
every variables of the holiday
package such as travelling using
train, roads, ship and flights,
Convenience and other services
etc.
Hospitality and travel & tourism industry has contributed each other in various cases
such as travelling has become customer support for the hotel and restaurant outlets. It has

provided customer and clients at the huge level. Both the industries are working together in
several ways such as suppose, if Thomas Cook has planned the holiday package for their
customer, so for hotel service, they need to talk or build relationship with various hotel services.
Hence , in this case, equal and joint working or collaboration can raise the business
opportunities and scope for the future. In terms of the revenue and profitability, there is no as
such government support in any nation to prevent it from any kind of problem and issues.
Hospitality and travel and tourism industry has contributed a lot with equal contribution and
response. Tourism has provided huge customer base to the hospitality industry and on the other
hand, hospitality industry has become main support for tourism industry, as various hotel has
started providing sites visit, monuments exposure and places visits to their customer. From this,
they both have contributed to each other in an appropriate way and manner.
Lastly, it is advisable that hospitality and travels & tourism if work together, they
contribute in each other success and services attainments.
TASK 2
2.1) Analyse the implications of integration to the hospitality industry
Integration is the process of accumulating various resources as well as sharing of
information to meet the business objectives. In the current scenario, business entities are using
the different kinds of integration like vertical and horizontal integration for motivating and
enhancing the performance of an individual as well as hospitality's organisation. For the purpose
of developing an area of service, PKF has decided to the integration approach for customizing
their services and proper utilization of resources to attain both organisation and customer point
objectives. Such integration process would help in setting the defined goals of the business.
Integration has put both positive and negative implication to the hospitality industry. In the
positive way, it has enhanced the customer feeling towards what a particular company is offering
and pre-decision making process has become possible from now. In case of Hotel Dartford is the
leading travels and tourism company, integration has made this organisation to utilize their
resources such as manpower, technology etc. effectively and in the proper way to achieve
organisational goals effectively and efficiently.

For example: Alain Ducasse has suffered with an issue of lack of awareness and product
ineffectiveness, because integration has led their business to various condition such as customers
has got wide range of choices and ease in selection of the best hotel and restaurant. Hence,
integration has made such bad implication on the business.
2.2) Discuss how integration has affected a hospitality business
As the Junior Constraint of PKF Hotel-experts, there are various positive and negative
impact of an integration such as it has brought enhancement in usage of technology, increased
brand image and modernisation etc. On the other hand, it has decreased various employment
opportunities and resource availability because of use of automation and more advance
technology in the hospitality sector. The brief discussion are as follow:
Increased globalisation: Integration has brought change in the business scenario in case
of various hospitality industry such as Hotel Dartford, Hotel Dartford etc. Due to integration,
customer reach has been increased and resources are utilizing at the fullest level to manufacture
or plan various services to gain market share. For Hotel Dartford, integration has created the
effected on the effective manpower regulation and proper utilization of resources.
Standardisation: In the hospitality industry, where it was difficult to identify the
customer , now support of travels and tourism sector has provided huge customer base to the
hospitality area. For Hotel Dartford, standardisation has been achieved by using the help of IT
support, taking post service feedback from the customer and improve the services accordingly.
Integration has affected hospitality business in both positive and negative ways. In
positive, it has brought evolution of technology and effective manpower in the working condition
of an organisation. Further more, it will bring various positive response and customer satisfaction
for hospitality sector. In negative ways, integration has resulted in loss of employment from the
youth and talent people. This is because of high involvement of innovation and creativity in the
service process of various organisation.
TASK 3
3.1 Develop a rationale for a selected project clearly justifying decisions linked to target market
After the assessment of growth and development opportunity in hospitality sector, have
decided to open the hotel restaurant named as “Sun Brown”. The major and focal purpose for

entering this business is to improve the current market scenario happening in this industry. As
this sector have severe number of opportunities along with customer preference towards new
kind of food, effective quality, price affordability and other services such as accommodation and
spending valuable and leisure time with the family and friends. The Mission and vision behind
initiating this organisation is to offer pure and effective quality services such as food, sitting and
accommodation to the customer by having accurate and defined structure for various roles and
responsibilities of staff and manpower in this new restaurant. For an effective start and further
success, organisation needs to give major importance to tasty food items, eco-friendly,
customized housekeeping services as well as health and safety matter etc. As this hotel will be
located outside of central London, by which local and other people can spend some their
valuable and important with their family, peer and friends. For gaining an appropriate knowledge
and information about prospective customer's, there will be a conduction of market research to
understand customer needs and expectation of local and regional visitors. Apart from this,
products and service development planning and approaches would be required by “Sun Brown”
to attain business objectives and target their respective customer along with loyalty, reputation
and brand image. For this, “Sun Brown” will offer basic requirement such as high speed Wi-Fi
and also other communication facilities etc.
type of planning and approach will be used by “Sun brown” with set idea, objectives and
vision to offer unique and high quality services to their customer. For execution of hospitality
plan, “Sun Brown” will require the initial funding of Approx £ 50 million for developing
infrastructure, staffing , inventory and licensing and security as well.
3.2 Develop a plan for a hospitality business which includes the operational requirements of the
business’ organisational structure in relation to human resource allocation
Stage 1: Development:
Concept: An idea here is to establish the restaurant “Sun Brown”. The focal objectives is
to realize and utilize the disposable income of people on offering high quality of services such as
tasty and hygienic food, entertainment and accommodation to the travellers etc. The vision is to
“make people realize about importance and experience of the effective customer service and
satisfaction”(Haron, 2013).
Market research: Importance of the market research is to gather information regarding
any industry and analyse it using appropriate technique to attain productive and efficient results.

The brief research will be required for understanding the scope and present condition of
hospitality industry such as restaurants, hotels and travel and tourism etc. and customer
perception and behaviour towards hospitality sector an its services. Survey and observation will
be perform to gather relevant information and data and analyse using the statistical technique to
reach at one desired result.
Target market: Management of “Sun Brown” has decided to target customer group who
are like to go for dinner with their family and peer to spent some good time. Hence, restaurant
will be located in outer part of the central London. It was also observed that people are most
likely to have dinner with their closest one in such kind of attractive and nice place. Still,
organisation needs to do STP analysis to know taste and preference of the customer. The brief
explanation are as follows:
Segmentation: 'Sun Brown” have decided to segment their customer on the basis of
various factors such as abilities to spend money, who are looking for having at most peaceful and
cherishing place. There is no specific segmentation policy is their to identify the customer. Still,
organisation can identify specific age group as their most suitable and trustworthy customer.
Targeting: ”Sun Brown” are targeting their prospective customer on the basis of:
Demographic: organisation has decided to target their customer's above the age group of
15 age or more and also who can able to spend on the various services(Ilkan, 2016).
Psycho-graphic: People are like to eat in restaurant on frequent basis, but due to money
constraint. 'Sun Brown” has decided to realize various offer, coupons and benefits etc. This will
maintain the flow of the customer and enables maximum satisfaction to them.
Lifestyle: The culture and lifestyle is important to be taken care, as it will helps in
attracting and understand customer emotional attachment to particular products or services.
Positioning: “Sun Brown” are giving huge preference to social media such as Facebook
and Instagram etc., sales promotion, Email marketing, food fairs and exhibition etc.
Location: “Sun Brown” has decided to establish their premium restaurant outside of the
central London which is situated near lakes and Greenery of the United Kingdom. It was noticed
during site inspection that location and place of the restaurant is most suitable as it will
convenience customer to come to the restaurant to buy and eat food at the outlets.
Scale: Size and market of the hospitality sector is huge and wide and increasing time to
time. This industry has faced lots of ups downs for satisfy customer's needs and expectation.

Over more than 23 billion customer are now connected with the hospitality sector. Hence, “Sun
Brown” restaurant needs to investment for building infrastructure and attain high customer
attention towards the restaurants
Funding: “Sun Brown” is required the initial authorized investment of £1000000 for the
development of building and infrastructure, hiring manpower, buying equipments, marketing,
sales promotion etc. They actually needs to borrow money from various financial institution,
bank loans, venture capital,and other personal findings etc.
Products and services: “Sun Brown” will offer premium dining facilities to their
customer along with accommodation and room service. They will also provide café's, dance floor
and bar facilities for entertainment and enjoying purpose. There main focus lies on providing
facility to every age and group of person.
Licensing: “Sun Brown” will acquire and receive license and the certificate of
commencement of business for starting their the operation and functioning of the business from
the date mentioned in the letter of commencement.
Stage 2: Design
Ambiance: Staff and management of “Sun Brown” will decorate the restaurant by using
lightings, fountain, colour based equipments and other impressive construction etc. in very
attractive and pleasant manner to gain customer response in first initial stage.
Culture: The culture of the “Sun Brown” must be casual and attractive which will create
positive image of the restaurant. If management put their focus also on providing bar, dance floor
and pub, it would be beneficial for them to communicate and attract more and more customers.
Interior and exterior: Management of the “Sun Brown” hotel have observed that exterior
of the restaurant must be attractive and premium to attract the customer to visit and interior will
help them to visit customer again and again. Walls must be painted with appropriate and colour
and design an textures and also paintings and architecture must be hanged on walls. Windows
and doors in the exterior are of proper and accurate size and shape.
BRAND: “Sun Brown” will promote and branding their product, in accordance with
what particular customer would expect from our services and what we will offer to them as perr
our abilities and potential to serve them.

Functional area: This new restaurant will put their efforts in interacting with their
customer's to explain and provide them almost every components and elements of their product
and services which is decided during implementation of an idea and process.
Customer flow: “Sun Brown” needs to implement strategies and plans to maintain
customer flow and visits on a frequent basis. It can be managed by offering discounts, offers and
combo packs to the customer and also reviewing and bring productive changes in their services.
Links to target market: For achieving organisational goals effectively, it is required for
the company to link their pre-decided goals and targets with the customer satisfaction and
empowerment. 'Sun Brown” needs to link their targets and objectives to particular customer
customer.
Customer with individual needs: “Sun Brown” has planned to understand and know each
and every individual needs and wants by asking them personally. Feedbacks and review is the
best suitable methods for to know these needs.
Sustainability: “Sun Brown” will use creative and innovative technique and method to
attract customer and clients using high skilled manpower, effective and quality service etc. and to
continue operation effectively and productively. Management will create strategies such as free
Wi-Fi, dinner and breakfast coupons etc.(Mohamad, 2017).
Stage 3: Operation:
Staffing: Staffing process is an important aspects for “Sun Brown” through which
management will assign particular tasks and delegate work to their staff for effective customer
service.
Specialist qualifications: Qualification for the specialist will be adequate knowledge and
degree from recognized university and institute with specific exposure and experience in the
related field and job. Specialist should be well-equipped with set of skills, talent and expertise.
Staffing issues related to seasonality: There will be chances that staffing issues would
happened as a result of lack of appropriate candidate availability and information. This can also
be happen because of not appropriate for job hiring or resource constraint
Cultural diversity and ways to deal with conflicts: Cultural differences such as
middleman, high income level person and high status people. “Sun Brown” needs to avoid such
indifferences and biasses which may lead to conflicts and customer attrition.

Recruitment policies and procedure: “Sun Brown” management should hire skilled and
talented candidate's in their restaurant who can effectively deal with customer and clients.
Organisation needs to use internal and external source of recruitment such as employment
agencies and website etc. Managerial person is required to identify most appropriate candidate
according to his/her abilities, skills and knowledge.
Legislation: “Sun Brown” should enables various rules and regulation which must create
various laws such as equality act, non-discrimination acts etc. Restaurant needs to clear all doubt
or confusion regarding service quality, price regulation, food quality standard etc. to customers.
Pricing: This restaurant should adopt fair and affordable pricing along with the premium
quality and standard services to their customers or clients. For this, they needs to set or prepare
the menu of various food items and products. Prices should be calculated according to quality
and standard of the services being to the customer's(Abubakar, 2016).
Promotional mix: It is frequent and important to promote any new brand, services and
product for building the brand name and customer loyalty. “Sun Brown” needs to promote and
spread their name and brand to their customer's and media through usage of social media,
advertisement, words of mouth and printed pamphlets and paper media etc.
All these stages are important enough to design a plan and structure by which a
proper and effective hospitality industry can be initiated and established. Budget needs to be
allocated and managed in order to built infrastructure and placed required items in the restaurant.
After all such , promotional aspects is commonly important to be perform and initiate with the
purpose to creating the customer awareness and satisfaction. Hospitality industries needs to use
goals and customer's centric methods and approach.
Organisational chart

CONCLUSION
From the above report, it is concluded that interrelation between hospitality and tourism
industry are both linked with each other, such as they both are engaged in providing services and
experience to the customer at the greater level. Integration have put both positive and negative
impact on the functioning and accountability of this sector. Technology and other operational
aspects has played an important role in development of the society and also brought employment
opportunities to the people and also their individual development. New business opportunities
has been grown and risen at the bigger level and stages. Proper development plan has become
important aspects to be performed in order to analyse and understand the business condition and
scope for an industry. Lastly, it is also concluded that integration has transformed the scenario of
doing business and operations. Use of technology and skilled manpower has make it reached to
the greater level.

REFERENCES
Books & Journals
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accommodation sector. Current issues in Tourism. 18(12). pp.1192-1217.
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Leung, D., Law, R., Van Hoof, H. and Buhalis, D., 2013. Social media in tourism and
hospitality: A literature review. Journal of travel & tourism marketing. 30(1-2). pp.3-22.
Mohamad, W. N., Omar, A. and Haron, M.S., 2012. The moderating effect of medical travel
facilitators in medical tourism. Procedia-Social and Behavioral Sciences. 65. pp.358-
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Jayawardena, C., Pollard, A., Chort, V., Choi, C. and Kibicho, W., 2013. Trends and
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