Trends in the Hospitality Industry: Analysis of Hilton Birmingham Metropole

This report discusses the current trends in the hospitality industry and provides an analysis of Hilton Birmingham Metropole, the largest hotel in England. It also offers recommendations for the hotel's continued success.

Inquiry Based Learning

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Trends in the Hospitality Industry:.............................................................................................3
Analysis of the organisation........................................................................................................5
Recommendations.......................................................................................................................6
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Business is an enterprise where entrepreneurs use to produce and sells their goods and
services in order to generate revenue from it. These activities includes selling, promoting,
financing, accounting and other activities in order to attain their goals while satisfying their
customers needs and wants(Akuma and Callaghan, 2019). With context of this report,
Hospitality industry deals within the service industry. This industry includes the works of
services such as lodging, food and beverages, room services, event planning, transportation and
many others. The role of hospitality industry plays an major role in the field of service industry.
As they provide different kinds of services to their customers. This report is based on Hilton
Birmingham Metropole which is the largest hotel in England. It is owned by Henderson Park.
The hotel is located in Birmingham, England. It has around 790 rooms and conference halls. This
project report is discussed about the current trends in the Hospitality industry, analysis of the
Hotel Hilton and the recommendations which helps the hotel for the continue success.
MAIN BODY
Trends in the Hospitality Industry:
Hospitality industry is mainly concern with the services to their customers. The main
objective of this sector of companies is to provide satisfaction to their customers by providing
their leisurely needs and not just the basic needs (Connors, 2019). There are certain trends in this
industry which the Hilton Hotel needs to focus on it in order to sustain their future growth. Some
of those trends are as discussed below: Robot in Hotel and Restaurant: The hotels are providing their services with the help of
Robot which helps them in providing easy and one time investment of cost to the
company. Due to Corona Virus-19 the customers are believing in contact less services by
the hotel as the safety measures. This helps the company in security operations also. The
robots can do the several functions such as room cleaning, room services etc. Digital payments: This the major change which is trending in every sector of industry as
in this pandemic situation customers and the organisations are prevailing the digital mode
of payment. The contactless payments are helping the individuals to save their time and
removes the need to carry cash with themselves.

 Mobile check-in services: The Hotels are developing their technologies so that the
customers can check-in to their rooms with the help of their own mobile phones. It is
very useful trend in hospitality industry which helps in reducing the need of human to
human contact as it is the important concern in this pandemic situation (Fidan and
Tuncel, 2019). It is the kind of self service which helps them in faster the mode of service
at the time of arrivals. This saves the energy and resources of the Hotel. Smart Hotels: The most trending change in this industry is the companies are developing
their hotels in Smart Hotel. In this organisations are developing their technologies so that
customers can be easily attended and provides the best services to them (Parkinson and
et. al., 2017). They provide Internet of Things which brings the popular concepts and
helps in attracting the customers to avail those services. Artificial Intelligence: This helps in developing the customer services so that they can
satisfy them easily. By providing the char box which helps the customers to interact on
online platform. This helps in eliminating the lengthy and waiting queues to resolve their
issues. Safety and Hygiene: In this pandemic situation customers are more concern about the
safety and hygiene factors (Song, 2018). The company has to develop the different
strategies to increase the cleaning surrounding so that they can provide healthy and
hygienic places which are more preferred by the customers in today's scenario. Voice Search and Voice Control: The company has to develop such techniques which
are helpful in order to address their customers. The technologies help the company to
identify the customers needs and wants which helps them to make a clear attempt to
capture those customers only so that they can easily process to satisfy their wants and
needs.
 Delivery of foods and beverages at Home: The customers are now a days demanding the
foods and beverages at their home. To deal with this COVID 19 Situation the restaurants
are accepting the offers from different modes from where the customers can order. There
the company has to quick and contact less deliveries of food to their customers.
From the above discussed trend in the hospitality industry on which the company has to
focus in order to sustain their position in the market. It will be beneficial for the companies to
adopt the techniques so that they can attain their long and short run goals.

Analysis of the organisation
Hilton Birmingham Metropole is most popular hotel of England which is owned and
managed by Henderson Park. It is opened in 1976. It has more than 790 rooms and a conference
hall. The analysis of the Hotel is conducted with the two different models which are as given
below:
SWOT Analysis
It is the method which helps in analysing their strengths, weaknesses, opportunities and
threats. By which the company develops their strategies in order to attain their objectives (Kuo,
Tuan and Chin, 2020). This analysis is based on the Hilton Hotel which is given below:
Strengths Weaknesses
 They have developed effective
customers retention schemes which
helps the company to maintain long run
terms with their customers.
 Christopher Nassetta has the effective
and strong leadership skills which helps
the company to attain common goals of
the organisation (Muller and Soberg,
2017).
 The firm has used trending
technologies which helps them in
satisfying the needs of the customers.
 They have a good marketing and sales
strategies which helps in saving the
time of the persons.
 The company is dealing with huge
amount of debts.
 The company is not so flexible because
of its size.
 It is overdependent on the market of
United States.
 They have less action plan strategies
which reduces their efficiency of work.
When the company has no plan about
their functions then this leads to the
reduction in efficiency of work.
Opportunities Threats
 The company can expand their area at
international platforms.
 They can develop their research
methodology which helps the company
 The company has a threat of terrorism
and political instability. The changes in
the norms of the government.
 The changes in the climate in macro

to satisfy their customer needs and
wants.
 The company can establish the middle
level budgets hotels so that they can
provide their services to the economic
section of society also.
economics.
 The company has the loss of talented
and key personnel employees.
 The company has faced some ethical
related problems in the organisation.
VRIO analysis: It is the another model which helps the company to analysis their
competitive advantage and competency in the market. VRIO stands for Valuable, Rare,
Inimitable and organised of different sources which are used by the company to execute their
functions (Lee and Ensel Bailie, 2019). The Hilton Hotel analysis is conducted below:
Resources Valuable Rare Inimitable Organised
Technological
development
✓ ✓ ✗ ✗
Delivery systems ✓ ✗ ✗ ✗
Market image ✓ ✓ ✓ ✗
Profitability ✓ ✓ ✓ ✓
 Valuable: The above mentioned table has discussed about the resources which are used
by the Hilton Hotel in order to conduct their business practices. These are the important
which are used by the company to sustain their growth. Rare: The company does not uses effective delivery system as it main aim is to provide
accommodation services to the customers. Delivery system helps in creating the market
image of the brand in market. Inimitable: The company uses different techniques which cannot be copied by the other
rival companies which helps them in sustain in market (Nugraha and et. al., 2018). The
techniques of service is the unique which makes difficult for the competitors to defeat
them.
 Organised: Market image is not organised by Hilton Hotels. The organisational structure
of the company is good as the firm attains their short and long term goals on time.

Recommendations
From the above discussion in order to analysis the organisational structure it can be seen
that there are some factors on which the company has to work for continuing the success. To
overcome with the threats and weaknesses the company has to take certain measures so that they
can they can execute their business functions in an effective way. There are some
recommendations which the Hilton Hotel can take in order to overcome with the negative
situations which are as follows:
To get surmount from the weaknesses the Hilton Hotel needs to develop the different
strategies which helps the company to get more investments so that they can pay back their debts
which helps the organisation to sustain their growth.
The company has be flexible in accordance with their services. So that the customers can
avail their services in an better way (Vergara-Díaz and et. al., 2020). The company has the
opportunity to expand their business by opening other branches in other areas at the reasonable
price so that the medium class of peoples can also avail their.
The company has to improve the security department which helps them to overcome with
the threat of terrorism so that the customers felled secured in the premises of the hotel. The
company has to modify their functions according to the established procedure of law so that they
can work legally to attain their objectives of the firm.
The company must develop their infrastructure so that they can easily deal with changes
in the climatic condition of Birmingham. This helps to change and modify their structure with
the changing conditions of the environment. This helps them to satisfy the needs and wants of
their customers which are in accordance with changes in the environment.
The company has to develop some strategies of motivations so that they can motivate
their workforce to work in the organisation in an effective manner so that they can attain both
personal and professional goals. The motivation helps the employees to keep them working in
the same organisation so that they can invest their talent in order to provide their services to the
employer.
` To deal with the trending changes in the hospitality industry the Hilton Hotel has to
upgrade their technologies techniques in order to satisfy the demands of the customers. The
company has to develop their techniques in respect of adopting new techniques in mode of
payment, developing the online platform which helps the customers to book their

accommodation easily (Rolander, 2018). The company may also provide the platform to their
customers so that they can check-in by use of their mobile phones.
CONCLUSION
The above report can be concluded that, Hospitality industries plays an important role in
service industry. This industry contributes in the growth of the nation as they address the tourism
who can from abroad which enhance the income of the UK government. This report is discussed
about the trends in hospitality industry which the Hilton Hotel has to focus in order to attain their
desired goals of the company. Further the report is discussed about the structure of the
organisations and the recommendations which the company has to follow in order to attain the
sustainable growth for future. The latest trends of the market are helpful for the company o
overcome in this COVID 19 situation which is faced by the whole world. The company has to
adopt the trending technologies in order to develop their serving techniques which will be helpful
to satisfy their customers which enhance revenue of the company.

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