Hilton Hotel's Strategic Management

This assignment provides a comprehensive analysis of Hilton Hotel's strategic management. It explores the company's efforts to improve customer experience through innovations such as mobile check-in, digital menus, and other activities. The report also discusses the importance of sustainable development goals for the growth of the hospitality industry. Recommendations are made for Hilton to focus on these goals in the future.

HUMAN RESOURCE MANAGEMENT
FOR SERVICE INDUSTRIES
1

Table of Contents
Introduction................................................................................................................................4
Task one (Power point presentation) [LO1 & LO2]..................................................................5
Introduction................................................................................................................................5
1.1 Analyse the role and purpose of Human Resource Management........................................5
1.2 Justify a human resource plan based on an analysis of supply and demand for Hilton hotel
group..........................................................................................................................................7
2.1 Assess the current state of employment relations in a selected service industry:-...............9
2.2 Discuss how employment law affects the management of human resources in a hospitality
organisation of your choice:-.....................................................................................................9
Task two (report) [LO3]...........................................................................................................11
Introduction..............................................................................................................................11
3.1 Discuss a job description and person specifications through examples from a hospitality
organisation..............................................................................................................................11
Job Description.........................................................................................................................12
3.2 Compare the selection process of different service industries businesses:-.......................13
Task three (report)....................................................................................................................15
Introduction:.............................................................................................................................15
4.1 Assess the contribution of training and development activities to the effective operation of
a selected service industry business.........................................................................................15
Conclusion/ recommendations:................................................................................................19
Reference list............................................................................................................................20
2

Introduction
The aim of this assignment is to discuss and analyze various aspects of Human Resource
Management in service industries of United Kingdom. The learner will be able to identify the
employment law and its influence over the service industries. In addition, the assessment will
improve the process of proper recruitment and selection of employees mainly in the hotels.
The chosen hospitality industry is Hilton hotel of United Kingdom.
3

Task one (Powerpoint presentation) [LO1 & LO2]
Introduction
In this task, it has been discussed about the importance of human resource management in a
chosen hospitality industry and how the objectives and the organisational goals influence the
services of the employees. Moreover, it also highlights the statistics for demand and supply of
labour and the current changes in employment laws and its impact with reference to Hilton
Hotel Group.
1.1 Analyse the role and purpose of Human Resource Management
The importance of Human Resource Management for the hospitality industry is varied. It is
important for the reason that it provides revenue forms a good relationship with the
customers, and builds a high infrastructure. Referring to the world’s leading hotel in
multipurpose services to the customers and maintaining a brand image like ever, Hilton hotel
has dynamically administered business operations in the global world.
As per the investigation report based on Glasgow Caledonian University, the key objectives
of human resource management in Hilton hotels is mainly to focus on the aspect of the
customers in the market for profitability. It also focuses on the increasing rate of high
turnover of the employees and the various ways of developing the performance of the
employees and the line managers in the hotel in order to deliver the best service. Apart from
this, as stated by Ryan, (2015) the study also helps to illustrate the internal process and the
financial measurements applied in the workplace of this hotel. For example, as per the
research, due to an excellent leadership style of the senior managers towards the organisation
staff of the hotel, it could have developed well in the employee turnover. In addition, the
revenue index improved from 104% to 106% and customer service level has increased from
6% to 56% from a past few years.
4

In order to estimate the function of Human Resource Manager it has been referred to the
report of Glasgow Caledonian University, which states that by following a sound process of
training, performance management, appraisal, recruiting and selecting with innovation,
Hilton hotel can establish sustainable development in the workforce (Dixit, 2017). The
manager of the Hilton Hotel follows a number of processes:-
Identification of employees - the role of a manager as opined by Mumbi, (2015) in Hilton
hotels mainly forecasts on some basic requirements for a particular position. In order to find
the right applicant, the manager follows a training method and grooming of the candidates to
present before an audience.
Assessing the training needs - in order to provide sound training systems, it is the manager's
responsibility to look out all the necessary equipment.
Maintaining a relationship between employee and management - other than this, the
relationship between employees and management is the most vital factor, which supports all
functions in the organisation. Because of a balanced cordial relation, the environment
becomes positive.
Employee appraisal and well-being- appraisal of the employees, is a significant part of the
organisation. As per Zhang, et al. (2018) the manager needs to identify the service level of
the employees and arrange reward and recognition for all the staff. At the same time,
facilities of well being of the staff are also very important part of the manager.
5

Table 1 Human Resource Activities in Hilton hotel
Source: (Brewster et al. 2016)
From this table, it shows a number of activities practised in hotel Hilton in order to motivate
the employees. In addition, there should be a bifurcation of the high generating revenue, and
the low revenue generator to be divided; there should be an appraisal management system.
This might present business operations more effectively at the end of the day.
1.2 Justify a human resource plan based on an analysis of supply and demand for
Hilton hotel group.
Looking at a glance over the report based on MPRA or Munich Personal RePEc Archive on
the strategic management of multinational hotels, it draws attention towards external
environmental factors which are affecting the supply and demand management system of the
company. As per Ahsan et al. (2014) the political upheaval increased, the rivalry among the
competitors is in high level. As the market is saturated and there are many other competitors
compared to, Hilton stands in a much safer position. The power of bargaining from the
suppliers’ end is low as compared to customers; an end which is high. With the growing rate
of threats of substitute products in the market, Hilton hotel needs to satisfy the market with
6

much more innovation. In order to execute dynamic function, there should be equal
involvement and allocation of staffs with the strategic distribution of service. Apart from this,
the barriers of new entrants are found to be low which is not a prospective sign for the hotel,
which in turn may decrease the competition in the market (Ahsan et al. 2014).
Based on the external environmental report, the statistics of demand and supply for the
hospitality industry as Hilton Hotel can be analysed well. The annual report analysis states
that the growth of Hilton Hotel following strategic developmental steps in order to Brewster
et al. (2016) make an effective demand and supply system of the organisation as follows:-
Demand forecast - the manager, has a vital role in forecasting any demand of the employees
and the customers. The manager of hotel Hilton operates all the available resources of the
current future.
Supply forecast by the manager in Hilton hotel: for meeting the need of the demand, there
is supply forecast by the manager itself in hotels mainly in Hilton. To fulfil the supply of the
products and services, the manager identifies any vacant posts in the organisation and
conducts an interview or recruitment session from internal or external references. By
increasing workers, the supply can be fulfilled (Brewster et al. 2016).
Matching demand and supply for equilibrium state: in this stage, the manager mainly
estimates the future requirements of demand and supply and calculates accordingly. By
measuring the probability, both over recruitment of staff and a shortage of workers could be
avoided. Hence, the matching of demand and supply will bring equilibrium position
(Brewster et al. 2016).
Actioning of planning: in this last stage, the manager then starts action of all plans in order
to mitigate any barriers. It helps to find whether there is a shortage or surplus of human
resources in the hotel. Based on this stage, the recruitment process began. The activity
includes proper training, grooming session of the staff, monitoring the staff, developing other
7

skills like language and communication. Therefore, analysis of the demand and supply
management of hotel Hilton justifies the human resource plan which includes all terms and
conditions of the organisation (Brewster et al. 2016).
2.1 Assess the current state of employment relations in a selected service industry:-
Based on the latest news produced in the annual report of 2018, which says that there is a
standard developed in the employment relations in hotel Hilton. In fact, the Hilton hotel is
surrounded by multiculturalism and cultural variety (Zhang et al. 2018).
Bargaining power of the employees: - currently, hotel Hilton has improved the structure of
employee duty hours effectively by using flexible shifts of the staffs giving some incentive
facility.
Unionisation: - the structure of trade union has been involved in the system, which acts a
mediator between the company staff and the organisation.
2.2 Discuss how employment law affects the management of human resources in a
hospitality organisation of your choice:-
According to the current legal structure studied in the legal environment of human resource
management of the Hilton hotels all over the world, it strictly follows the employment laws
as government norms and regulation (Dixit, 2017).
Health and Safety at work act 1974: it takes the overall health and safety during the
working hours of the staffs and the guests staying in the hotel.
Licensing Act 1964:- licensing to the food and beverages in hotel Hilton, is directly operated
from this act. It provides a wide range of items to buy and sell in the market.
Data Protection Act 1998: as per this law, it secures and protects the data of employees. In
addition, it also safeguards the information about the customers’ details.
8

Employer’s Liability Insurance Act 1969: according to this law, Hilton provides the best
facility of insurance coverage for the employees working in all of the locations. The company
takes the liability of the life insurance of any employee (Dixit, 2017).
The employment laws are effective for the progressive growth of the Hilton Hotel. These
employment laws motivate in the workplace to do better performance when there is a strong
support system behind.
Conclusion: The overall analysis of the task gives the idea that Hilton hotel follows a very
strict disciplinary strategy in order to maintain a balanced structure of Human resource
management.
9

Task two (report) [LO3]
Introduction
The recruitment and selection process is one of the critical tasks applicable in all industries
may it is a small or medium-sized or it may be large. It is mandatory to consider an effective
method of recruitment in a cost-effective manner for hospitality industries.
3.1 Discuss a job description and person specifications through examples from a
hospitality organisation.
There are multiple corporate positions in the hospitality industry. Giving a special focus on
hotel Hilton, they provide a job advert mentioning about the list of posts vacant in a Job
Monkey Job Center or in Times Job.com, through which the candidates apply for the required
post. Based on study and research, it is opined by Rao, (2018) that recruitment is a process of
pooling of the right applicant by different selective stages in order to find the desired person
fit for a job in the hospitality industry. A job description is the fundamental responsibilities
assigned for any employees provided before appointing any candidate. On the other hand, as
opined by Rao, (2018), personal specifications comprises of Rodger’s seven-point plan: -
Physical features, which focus on the health of the employee, whether the person is strong
enough to take multiple responsibilities. Unlike this, there are some other concerns like
educational background, special interests, general intelligence of the hotel staff, a special
aptitude and some special dispositions related to the work field is also to be noted before
selection.
For example: To hire a post of a Hygiene manager in Hotel Hilton follows a unique concept
of recruitment process everywhere.
Hiring a hygiene manager for Hilton hotel: - The position of a hygiene manager is to look
after the overall sanitation and hygienic condition of the hotel rooms and toilets and the
kitchen and all other mandatory areas of the hotel.
10

Job Description: - Hotel Hilton is looking for a dynamic personality to take the
responsibility of Hygiene Manager. To fulfil the role of a hygiene manager the candidate
must follow the following criteria:-
I. Should have minimum two to three years of experience in the same field in a grand
hotel.
II. Should have good communication skills.
III. Should be able to handle a team with the multicultural environment in the hotel.
IV. Should have team motivational capacity and knowledge of identifying the internal
issues among team members.
V. Should have training and knowledge of handling equipment in order to groom the
team members.
VI. Should know about kitchen production and management.
VII. Should have the right approach towards the subordinates and the junior staff and at
the same time disciplined.
VIII. Should have a sense of urgency in solving any small issues to a bigger one.
11

Thus, with the help of such a job description, it can be estimated that the quality of service
depends on the quality of an appropriate manager. Moreover, there is a scoring application
form, direct interview session and psychometric testing phase of a candidate to know the
candidate is mentally and psychologically fit for the service or not. These are some of the
techniques followed in hotel Hilton since the twentieth century (Anwaar et al. 2016).
3.2 Compare the selection process of different service industries businesses:-
The selection process in hotels is different in many ways — the external forces that affect the
management influence a lot. The external factors like political, social, economic and cultural
factors largely affect the selection process of various hotel industries.
As a comparative study based on Rao, (2018) states that, the recruitment and selection
process in hotel Hurry Inn of United Kingdom includes the local employment providers such
as Jobcentre Plus or a local training provider such as college to arrange a training and
development program for the individuals who are interested in working in the hotel. After
crossing the first stage of selection, then they follow an eight-week pre-employment training
period. Post completion of this stage, the selected candidate join as Guest Service Staff
(GSS). Again, four-week training goes on. The result of such a long process of selection had
a negative impact on the economic slowdown of the Jury Inn hotel. Therefore, there was a
change in the strategy of the selection process in future events.
Another instance is the selection processes of British Airways, which includes first with the
online Job advert mentioning the criteria of Cabin Crew staff. Step two consists of a
psychometric test, which is present in the Hilton hotel for the selection of staffs. The third
step consists of confirmation if selected for the next round, which follows in the fourth step
as an Assessment Day. The candidate is able to ask any questions, a query related to the job
description. The final step is the interview of thirty-forty minutes and finally accepted after
12

important checks, background check and medical check of the cabin crew staff (Greenland,
2015).
On the other hand, the recruitment in the Cruise industry as per Anwaar et al. (2016),
maintains a realistic approach. The job criterion at the cruise industry is very different as life
in a Cruise is at risk. Therefore, an advertisement is based on interviews, prior to that; there is
a company-specific video, information, presentation and web-based information whether the
cruise industry is based in UK or US. According to that, the Visa of the candidate has to be
applied. Meeting all these steps, there will be a final contract between the employee and the
management with a minimum duration of six months. No, leave during that period, but there
can be an extension of the contract if it continues past six months up to ten months.
The comparison of various types of service industries states that there is an interdependence
of the recruitment specialist in the different sub-sectors of the hospitality industry. If there is
an issue in one sector, then it affects the other sector automatically. However, the entire
function of a hospitality industry depends on the Chief Executive Officer of the industry
which operates the whole system (Rao, 2018).
13

Task three (report)
Introduction:
The influence of training and development activities falls largely on the operations of the
hospitality industry business. The objective of this task is to study the importance of training
and development activities, which is essential for hotel Hilton in future in order to meet some
of the drawbacks in the specific areas of the hospitality services. The task also discusses the
barriers and challenges faced by the organisation.
4.1 Assess the contribution of training and development activities to the effective
operation of a selected service industry business
According to the case study of Hilton hotel Cyprus, as opined by (Hilton Press Center.
(2018), states that the training program is important due to the following issues:-
The orientation of new employee: in order to introduce a new applicant to the industry, it is
necessary to conduct a training period. In addition, to give the background of the company
training is mandatory. Hilton provides the history of the industry to the trainees (Hilton.com.
2018).
Improvements in performance: The performance levels in the employees are refined from
the beginning of the job. The candidates are confident about the specific task they are going
to handle. The Hilton training manager finds the strength, weakness among the employees
and rectifies before proceeding further (Hilton.com. 2018).
Employee satisfaction and increase in productivity: the benefit of training reflects in the
employee satisfaction, as they are motivated in the beginning. In other words, if the
employees are satisfied, then productivity increases through a standard quality of service for
customers.
Moreover, several barriers and challenges are observed by Taillon et al. (2015) which states
that in Hilton hotels while conducting some development activities among the staff, through
14

which it gives the opportunity to the managers to address multiple dysfunctions internally and
tries to solve them at the forefront.
Challenges like multiculturalism environment, lack of interests, poor attendance, lack of
leadership quality found in most of the candidates (Taillon et al. 2015). These were indirectly
solved through developmental activities. The figure shows some of the gap found due to
these several reasons.
Figure 1: Gap between the employment relation and the management
Source: (Taillon, et al. 2015)
The above picture shows the gaps, 62% gap of employee and management, 26% gap of
employee and customer and 12% gap of staff and management found in hotel Hilton needs
specifications and improvements in order to sustain the growth of the organisation in future.
Hence, it can be handled only by the interference of external forces in the organisation. It can
also be mitigated by applying Employment relations Act and Equal Opportunities and
Employment Rights in the organisation (Dixit, 2017).
Some of the major objectives of Hilton Hotel include the reduction of energy consumptions
for the company operational activities. It certainly helps the company to reduce the cost of
investment and use the funding on other business area developments. In addition to it, the
objective includes the reduction of CO2 emissions by 20%, which is also observed as a basic
15

goal in reference to the corporate social responsibility of the organisation (Hilton.com. 2018).
On the other side, the company has been focused on reducing wastage and output functions as
well as the water consumption rate by 20% at the end of the year. In concern to the business
performance, the objective of Hilton Hotel is to provide utmost living experience and other
facilities by an increase in quality of services by Hilton. It has been assessed that Hilton has
been also focused on creating quality, knowledgeable, talented and skilled workfare to
improve the performance of the organisation in the global marketplace. The objectives of the
Hilton Hotel include customer, stakeholders, business and employee dimension, in which the
needs and requirement of every stakeholders are prioritised (Hilton.com. 2018). In concern to
make overall development, the company HR management has been focused on meeting the
concerned requirement and expectation of all its internal and external stakeholders.
According to the aim and goals of the organisation, it has stated that Hilton Hotel has been
trying to provide the world’s best hotel experiences for reverie visitors around the global
market. In the recent years, Hilton Hotel is focused on health and well-being for its visitors.
Thus, the Hotel has been introduced personal gym equipments for every member in his or her
specified guest rooms. There are stationary devices; exercising biking equipments availed for
the customers. In addition to it, Hotel has been focused on next phase of information
technologies, which is virtual reality facilities, in which customers will be able to experience
their hotel living before the make check inns (Hilton Press Center. 2018). Thus, there can be
further addition options for consumers to be requested for their accommodation facilities. On
the other hand, there are additional facilities has been added using digital technologies. Now
the customers will be able to control TV channels, air conditions, room temperature, lighting
without rising from the bed through the use of new Hilton Hotel application “Hilton Honours
App” (Hilton Press Center. 2018). On the other hand, the App can regulate the personal
preferences in terms of living, erecting and other activities, based on the customer profiling
16

the can make automated orders and provide the customers desired things wished for without
contacting to the reception. In addition to it, another innovation includes innovation galleries;
theses Calgary help the company to cut unnecessary investment edge to reducing costs and
increasing faculties for consumers. It has been evaluated that the particular innovation
gallery applied by Hilton executed to be the next technological frame for the future
hospitality industry. Thus, Hilton can be able to provide the best prices for accommodation
and other facilities to its guests, travellers and visitors. As per the analysis, Hilton Hotel has
ales planned to introduce Hilton Honour credit cards and points systems that can be used by
customers to make pool visits for their relatives and referrals (Hilton Press Center. 2018).
17

Conclusion/ recommendations:
The overall analysis of the assignment explored the fact that, the Hilton hotels all over the
world, is developing rapidly for the near future in terms of products and services. Despite
various attempts, the hospitality service in Hilton hotel falls under a loophole due to some
external barriers affecting the internal management in some parts of the country. Therefore, it
is recommended considering this situation, Hilton should focus on sustainable development
goals for the growth of the industry in the upcoming years.
18

Reference list
Ahsan, L., Qazi, B. and Syed, S., 2014. Strategic Management of Multinational Companies:
Case of Hilton.
Anwaar, S., Nadeem, A.B. and Hassan, M., 2016. Critical assessment of the impact of HR
strategies on employees’ performance. Cogent Business & Management, 3(1), p.1245939.
Brewster, C., Mayrhofer, W. and Smale, A., 2016. Crossing the streams: HRM in
multinational enterprises and comparative HRM. Human Resource Management
Review, 26(4), pp.285-297
Dixit, S.K. ed., 2017. The Routledge handbook of consumer behaviour in hospitality and
tourism. Taylor & Francis.
Greenland, K.B., 2015. Art of airway management: the concept of ‘Ma’(Japanese: 間, when
‘less is more’).
Hilton Press Center. (2018). Hilton Led Hospitality Industry in Customer Innovations and
Recorded Best Ever Growth in 2017. [online] Available at:
http://newsroom.hilton.com/corporate/news/hilton-led-hospitality-industry-in-customer-
innovations-and-recorded-best-ever-growth-in-2017 [Accessed 27 Nov. 2018].
Hilton.com. (2018). Hilton Brands | Global Hospitality Company. [online] Available at:
https://www.hilton.com/en/corporate/ [Accessed 27 Nov. 2018].
Mumbi, J.W., 2015. The Balanced Scorecard and the Employee Performance at BRITAM.
Rao, X., 2018. How cultural differences impact customer satisfaction and service quality
evaluation in Hilton Helsinki Airport hotel.
Ryan, C., 2015. Trends in hospitality management research: a personal
reflection. International Journal of Contemporary Hospitality Management, 27(3), pp.340-
361.
19

Taillon, J., Nguyen, T. and Lee, S.E., 2015. Towards Understanding Sustainable Technology
Implementation: The Barriers Faced by IT Professionals when Implementing Technologies as
Part of an EMS Program. J Tourism Hospit, 4(152), p.2.
Zhang, C., Kolte, P., Kettinger, W.J. and Yoo, S., 2018. Established Companies' Strategic
Responses to Sharing Economy Threats. MIS Quarterly Executive, 17(1).
Websites
The Advisory, Conciliation and Arbitration Service (ACAS) has a useful publication on
recruitment, which is available at http://www.acas.org.uk/index.aspx? articleid526&detailid584.
20