Intercultural Competence in the Hospitality Industry

This report discusses the importance of intercultural competence in the hospitality industry and its impact on competitive success. It focuses on the cultural differences between India, USA, and Hilton hotel London. The report also provides do's and don'ts for hotel staff to enhance customer satisfaction.

Hotel hand book for
intercultural competence

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................9
.......................................................................................................................................................10

INTRODUCTION
Intercultural competence is refers to the range of affective, cognitive and behavioural
skills that support in appropriate interaction with people of different cultures. In a business
organization, employees are belongs to different culture because of its diverse workplace
wherein workers are more likely interact with their co-workers, customers and countries as well.
In addition of this, the overall growth hospitality industry is becoming depended over the
successfulness of intercultural interactions among their workers, diverse visitors and countries as
well (Jhaiyanuntana and Nomnian, 2020). This is the reason that companies is responsible for
analyse the culture where they operate their business and also understand visitors demand. With
the assistance of this, they can easily attain competitive success. Current report is based on the
Hilton hotel London, is a multinational hospitality company operate their business in over the
world with the aim of attaining competitive success at market place by providing them best
quality services to its customers as per their needs and wants. Along with this, report is also
includes two different international countries i.e. India and USA that includes different culture
and customs.
MAIN BODY
Intercultural competence is considered as an ability that leads to entire functions
effectively across the cultures and also communicate with workers at working area. This term is
also related to the cultural and communication in which people are from different and diverse
cultural or background as well. Mainly, it includes different elements like skills, attitude an
knowledge as well that support to the visible behaviour and communication that is more effective
in intercultural interaction in relation to different countries. Along with this, intercultural
competence is one of the important and valuable assets that contributes to increasingly globalised
world wherein people are interact with customers who are from different culture and countries.
Thus, it is crucial for company to analyse and evaluate the culture customs and behaviour of
customers before providing them its services (Doerr, 2018). With the assistance of this, they can
easily improve visitors positive experience that directly contributes in attaining competitive
success at global level.
In this regard, India and USA are the famous countries in relation to their culture, custom
an background as well. People of these countries are also have distinct or unique culture which is
important for Hilton hotel to understand so that they can appropriately serve their quality

services to them and attain their positive experience as well. This will directly contributes in
improving the possibilities of increasing customers base and at the same time also established its
competitive edge.
In context of India, culture is refers to the thousands of distinct and unique culture of all
communities present in India. Its religious, language, architecture, food, dance and customs is
totally different from place to place within the country (Gholami Pasand and Ghasemi, 2018).
Mainly, India is a diverse country in which food, clothing, habits of an Indian people is differ in
accordance to the place of origin. The taste and culture of Indian people is different as they likes
vegetarian and spicy food and also visit historical places.
On the other side, culture of the United States of America is refers to the Western origin
as it also influenced by a multicultural ethos that includes Native American, Asian, Latin
American, African people and their cultures as well. Along with this, it also has their own
distinct cultural characteristics like arts, social habits, dialect, cuisine and folklore. As USA is
ethnically and racially diverse that includes a results of large scale migration throughout its
history. Its people are prefer to eat non-vegetarian food.
Both international countries are totally different from each other in context to its culture,
custom and behaviour as well. Its population is also have their own and specific culture that they
followed. This is the reason that Hilton hotel is responsible for analyse the same or undertake an
effective market research so that they can easily understand their actual requirements of visitors.
It may directly contributes in improving the customers base and at the same time also established
its competitive image as compare to its competitors.
One of the main aim of selecting international countries is to examine the culture,
customs and behaviour of people because they are have their own and specific culture and
beliefs. Thus, it is important for Hilton hotel to understand the same before providing them its
services. This can be beneficial in providing positive response from the customers who consume
company products and services (Paltridge and Starfield, 2019). Understanding about visitors
culture, custom and background is also essential in attaining higher growth at market place. As it
also may assist in capturing customers attention through which company can easily attain
competitive advantage from its competitors and make their brand more popular.
Critically evaluate why Cultural Intelligence is essential for Hotel Personnel

Cultural intelligence is considered as an effective ability for business and people to
related with the culturally diverse situations and at the same time also work effectively in the
same. Mainly, it is one of the important aspect for international business organization as each
and every nation or countries are based in different culture and also includes the ability to get
well with the customers (Rababah, Harun and Shapii, 2019). In this context, global collaboration
is an essential aspect for organizational success as it can not be arise in case business do not hove
enough knowledge, resources and talents of culture to operate the same at international level. As
creating as well as developing cultural intelligence is not an easy task for staff members working
in a hotel. So that proper training and guidance is crucial to make them aware and able to handle
customers from different culture.
Basically, Cultural Intelligence is also called as Cultural Quotient that is related to adopt
innovative aspect so that favourable results can be easily attained. As hotel personnel is not
always aware about the various types of culture. This is the reason that influence of culture is
complex in nature that directly impact over the performance of the company. Therefore, it is
crucial for company to know how well they interact and communicate with people different then
itself. In addition to this, cultural intelligence is a cross-cultural contact tool includes a vast
application area as it also assume a vital role in context of service quality and performance
outcome predictor. Thus, it is extremely important to effectively develop or foster capabilities
that help both workers and manager to be effective in multicultural surroundings. Apart from
this, a diverse workforce and its members is develop their cultural intelligence is refers to the
more productive workforce in which workers are able to handle influence of conflicts and shapes
the future as well. By understand the culture and custom of visitors is beneficial for staff
members as they easily provide them services that they actually required or wants from the
company. This will positively impact over the company performance and at the same time also
generate huge profitability. Company is also provide better training and development activities to
its workers in order to improve their capabilities and ability to execute their activities effectively
(Barnett and Carter, 2018). Trained personnel is always contribute in providing positive
experience to its customers as per their requirements. They also tries to understand their diverse
culture and behaviour at the time of providing them best services. By this large number of
customers get easily satisfied and loyal towards the company and its offerings as well.
Do’s and Don’ts for hotel staff

Do’s for the hotel staff Don’ts for hotel staff
It is important for front office to make a desk
more attractive and also take care about that
they communicate with their guest in a formal
and polite way.
At the time of performing their job roles, it is
crucial for employees to put their cell phone
away. It looks like unprofessional when they
constantly using their phone at the working
area. This may put negative impact over the
guest experience.
It is also important for hotel staff members to
do pay attention to their section in which they
easily serve their services to their guest in a
quick manner.
Don't anger with their co-workers is also a
major don't because co-workers can be friend
at a working area (DIMITROVA, 2019). Thus,
it is important to do not push them out of the
way. In addition to this, employees don't skip
or forget to share their tips with their manager
at the end of the day.
Another important thing for hotel staff is that
do be friendly to their guest and never use
vulgar language with any customers. As it is
very easy for guest to be offended so that being
friendly with guest is beneficial in making
them happier along with hotel and its services
as well.
Not every time guest are friends that they also
don't know. So that it is not good to overshare
with guest about their personal life. This can be
put negative impact over the customers mind
set as they also get uncomfortable towards the
company and staff member as well.
It is important for staff member to have the full
menu memorized along with all the specials.
As staff members don't want to get caught with
a customers asking them about special that
they read online (Afsar and et. al., 2019).
For a company, the customers are always right
as employees ensure that they Don't disagree
with customers but at the same time also
paying them full attention so that they feel
more satisfied with company services.
It is crucial for staff member to make balance
in their interaction with their loyal customers
v/s brand new guests. As a long time waiter or
staff member they are bound to spend more
At the time of serving their services hotel staff
do not forget to taste as they needs to taste all
the menu before serving food services to its
customers as per their requirements. With the

time with people that they know is okay but
that they same time, they don't get forget new
customers or faces as well (Draeger, 2019).
help of this, company can easily generate more
revenue.
As per current scenario, customers wants
quality products so that hotel staff members is
responsible for maintaining quality standards
while providing their services to its guests.
This can be beneficial in improving the
positive experience of customers and at the
same time also make its brand image more
popular at market place.
Staff members of hotel do not ignore
customers taste and their behaviour (Fantini,
2018). This can be contributes in improving
the positive experience of customers and at the
same time also increase its customers base as
well.
CONCLUSION
From the above mentioned report, it has been concluded that hospitality industry is one of
fastest growing industry that contributes in improving the overall economic condition of
particular nation. It provide huge employment opportunities to local people that help in
enhancing their living standard. In addition to this, intercultural competence is consider as an
important skill set at a working area wherein employees are communicate with their customers,
vendors who are from different culture, background and countries as well. Therefore, it is also
important for hotel to hire skilled and talented workers so that they understand the value and
behaviour of customers at the time of serving their services. By providing them quality services
as per visitors requirements is also beneficial in keeping them satisfied towards the hotel. As
every countries have their own culture, tradition and customs that people is followed. In this
manager of business organization is responsible for managing their customers and at the same
time also understand their culture. It can be eliminate the issues that arise due to language
difference, cultural differences and many more and improve company performance at
competitive market place.

REFERENCES
Books and journals
Jhaiyanuntana, A. and Nomnian, S., 2020. Intercultural Communication Challenges and
Strategies for the Thai Undergraduate Hotel Interns. PASAA: Journal of Language
Teaching and Learning in Thailand, 59, pp.204-235.
Doerr, N.M., 2018. Transforming study abroad: A handbook. Berghahn Books.
Gholami Pasand, P. and Ghasemi, A.A., 2018. An intercultural analysis of English language
textbooks in Iran: The case of English Prospect Series. Apples: Journal of Applied
Language Studies, 12(1).
Paltridge, B. and Starfield, S., 2019. Thesis and dissertation writing in a second language: A
handbook for students and their supervisors. Routledge.
Rababah, M., Harun, M. and Shapii, A., 2019. IMPERATIVES IN HOTEL SERVICE
ENCOUNTERS: THE CASE OF JORDANIAN LEARNERS OF ENGLISH. European
Journal of Applied Linguistics Studies.
Barnett, L. and Carter, E., 2018, May. Challenges to Leadership in Intercultural Settings:
Intercultural Interactions and Knowledge Management: Research From Thailand.
In ICMLG 2018 6th International Conference on Management Leadership and
Governance (pp. 60-67).
DIMITROVA, G., 2019. CHAPTER ONE DEVELOPING THE INTERCULTURAL
COMMUNICATIVE COMPETENCE OF TOURISM STUDENTS GINKA
DIMITROVA. Tourism and Intercultural Communication and Innovations, p.140.
Afsar, B. and et. al., 2019. The mediating role of transformational leadership in the relationship
between cultural intelligence and employee voice behavior: A case of hotel
employees. International Journal of Intercultural Relations, 69, pp.66-75.
Fantini, A.E., 2018. Intercultural communicative competence in educational exchange: A
multinational perspective. Routledge.
Draeger, R., 2019. International Faculty in Chinese Universities’ Foreign Language Teaching
Preferences. Journal of Intercultural Communication Research, 48(4), pp.384-399.
Islam, M.S. and Kirillova, K., 2020. Non-verbal communication in hospitality: At the
intersection of religion and gender. International Journal of Hospitality
Management, 84, p.102326.

Sevilla‐Pavón, A., 2019. L1 versus L2 online intercultural exchanges for the development of
21st century competences: the students’ perspective. British Journal of Educational
Technology, 50(2), pp.779-805.