1INTRODUCTION TO TOURISM AND HOSPITALITY Executive Summary The primary focus of discussion in this paper will be to investigate the existing relation between several organizations in the hospitality, event and tourism industries. ThePullman Sydney Hyde Park Hotel located in Australia has been chosen for analyzing the report. This paper will include a brief overview of the history and current operations of this hotel. It will also include two practical examples to describe its interactions with other industries. In addition, there will be description of the socio-cultural, environmental and economic trends and their impacts on the organization along with two strategies which this hotel has implemented for addressing the above trends
2INTRODUCTION TO TOURISM AND HOSPITALITY Table of Contents Introduction................................................................................................................................3 Organization History and Current Operations...........................................................................3 Interactions with other Industries...............................................................................................4 Socio-cultural, Environmental & Economic Trends..................................................................5 Strategies to Implement Trends.................................................................................................5 Social Media and Digital Presence........................................................................................6 Customer Loyalty...................................................................................................................6 Conclusion..................................................................................................................................6 References..................................................................................................................................8
3INTRODUCTION TO TOURISM AND HOSPITALITY Introduction The primary focus of discussion in this paper will be to investigate the existing relation between several organizations in the hospitality, event and tourism industries. The Pullman Sydney Hyde Park Hotel located in Australia has been chosen for analyzing the report. This paper will include a brief overview of the history and current operations of this hotel. It will also include two practical examples to describe its interactions with other industries. In addition, there will be description of the socio-cultural, environmental and economic trends and their impacts on the organization along with two strategies which this hotel has implemented for addressing the above trends. Organization History and Current Operations The Pullman Sydney Hyde Park Hotel is a top-rated five-star business hotel situated in the CBD of Sydney while it overlooks the iconic Hyde Park. Located in the centre of Sydney’s cultural, theatre, business, retail and sports precincts, the hotel also shares a convenient location with popular attraction spots such as Sydney Tower, Darling Harbor, Circular Quay, the Australian Museum, Hay Market, Pitt Street Mall, Royal Botanical Gardens as well as the George Street and Oxford Street. It is just at a distance of 12km from the airport and readily accessible by the Museum Station. The hotel offers one of the most dynamic banquet and conferencing venues in the city. The best bars, restaurants and shops of Sydney are located nearby which makes it an ideal hotel for the travelers. The hotel has 23 floors and consists of 241 well furnished, luxuriously appointed and sophisticatedly presented guest rooms with all kinds of modern amenities. Travelers can choose from a range of Superior, Premier and Executive room options.It also includes a rooftop deck for recreations and a bistro-style restaurant and bar. The rooftop also comprises of a swimming
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4INTRODUCTION TO TOURISM AND HOSPITALITY pool, a gymnasium, a sauna and Jacuzzi with a picturesque and mesmerizing view of the skyline of Sydney. There is a business centre too with a space of around 588 sq m for organizing events and meetings. The office space has its own lift access and a lobby that are spread through five levels (Parker et al., 2013). Interactions with other Industries ThePullman Sydney Hyde Park Hotel has a link up with various other tourism based and event industries. For instance, they have a linkage with Divine Events organization that specializes in all kinds of event management. They are a pro in consultation, designing, coordinating and execution of various social and corporate events such as birthday parties, baby showers, weddings and personal events, marketing events, conferences, consumer shows, exhibitions, product launch respectively. Recently this event management company has organized an event cum party called ‘fearless’ at the Rainbow Room of the hotel to support the gay and lesbian section of the society. For two consecutive years the Pullman Sydney Hyde Park hotel had been the official accommodation partner of the Lesbian Mardi Gras and Sydney Gay. Therefore, they have linked up with Divine Events to not only organize a parade which started from this hotel but also a series of events on this festival of celebrating diversity (Ruhanen, Mclennan & Moyle, 2013). Similarly, another event planner cum consultation agency, named The Conference Shop is there that usually operates as a free, online conference research tool which helps the organizers to search every requirement they need in a single website. Various corporate organizations can easily find about the different meeting or conference venues along with every detail present in the Pullman hotel. They also provide information and assist about organizing each aspect of a conference – choice of venue, catering services, audio-visual equipment etc. recently they organized an event in this
5INTRODUCTION TO TOURISM AND HOSPITALITY hotel regarding venue showcase followed by canapés and drinks on the rooftop pool deck (Divisekera & Nguyen, 2018). Socio-cultural, Environmental & Economic Trends The socio-cultural factors focus on the forces in the society. No reaction to changes in the society may cause a loss in market share. This trend is very vital to cause an impact on an organization. The Pullman Sydney hotel, being a corporate hotel, needs to have a variety of room options that can be availed rather than just focusing on comfort. Moreover, increasing population of the working class in Australia can be favorable for business hotels like Pullman.Culturalfactorslikewesternizationcanhelptoboostthehotelindustry. Environmental changes have a direct influence on hotel industries (Virginia Phelan, Chen & Haney, 2013). Taxes are applied in severe weather conditions for availing more eco-friendly products. The hotel must have a disaster risk management team to undertake special measures in times of flood, heavy rains or storms. Thus, Pullman Sydney Hotel must be prepared to cater to the needs of international travelers during time of any environmental emergency. Sydney, being an important business city of Australia, owns a huge number of travelers arriving from all around the globe for purpose of workshops, conferences, business deals and other personal purposes. Having the advantage of a great location, the Pullman Sydney Hotel attracts many guests and tourists. More the accommodation of guests, more demand of services and naturally more income leads to a growth of that industry. And Pullman Hotel offers luxurious services and all modern amenities to their visitors which in turn invite more travelers. They also have packages for different meetings and events during the peak-times of the year (Mak & Chang, 2019).
6INTRODUCTION TO TOURISM AND HOSPITALITY Strategies to Implement Trends The two strategies implemented by the hotel for highlighting the above trends are given as follows: Social Media and Digital Presence In the modern time, a hotel cannot be fully successful and gain popularity by only having a perfect location. In this digital age, social media is a vital part of hospitality marketing. A corporate hotel must have online booking system of rooms along with a high-profile website. Hotel review sites are equally important to have a digital presence. A profile in Facebook or Twitter is also recommended to reach out to a larger mass. Special offers and events related to business can be highlighted and more followers on such platforms help to connect with more people. ThePullman Sydney Hyde Park Hotel is no exception in this matter and fulfils all the criteria discussed above. It has a high-quality website, social media accounts and online hotel reviews which give a deep and detailed insight to all kinds of offers, facilities, privileges, events, etc. going on in the hotel (Ryan, 2015). Customer Loyalty The very old fashioned but consistent recipe for a successful business in hospitality industry is customer loyalty. With so many upcoming businesses in the market and lots of content in the internet, personal connections and experiences are still proved to be a better strategy. Customers must be allowed personalization by conducting surveys or insert menu according to their choice through customized mails. They must feel that they are remembered by a particular hotel. Pullman Sydney Hyde Park Hotel emphasizes thus concept of building an inter-personal relationship between the hotel and the customers as word of mouth still
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7INTRODUCTION TO TOURISM AND HOSPITALITY accounts to be the best boosters of a sustained hospitality industry (Kandampully, Zhang & Bilgihan, 2015). Conclusion From the above discussion it can be concluded that thePullman Sydney Hyde Park Hotel is a reputed and popular five-star hotel in Australia that interacts with several other eventortourismindustries.Thehotelisalsoinfluencedbycertainsocio-cultural, environmental and economic trends and implements strategies to highlight these trends.
8INTRODUCTION TO TOURISM AND HOSPITALITY References Divisekera, S., & Nguyen, V. K. (2018). Determinants of innovation in tourism evidence from Australia.Tourism Management,67, 157-167. Kandampully, J., Zhang, T., & Bilgihan, A. (2015). Customer loyalty: a review and future directions with a special focus on the hospitality industry.International Journal of Contemporary Hospitality Management,27(3), 379-414. Mak, A. H., & Chang, R. C. (2019). The driving and restraining forces for environmental strategy adoption in the hotel Industry: A force field analysis approach.Tourism Management,73, 48-60. Parker, D., Rogers, B., Country, N. S. W., Baylis, S., Grace, J., Harris, J., ... & Lovett, B. (2013). President's Annual Report. Ruhanen, L. M., Mclennan, C. L. J., & Moyle, B. D. (2013). Strategic issues in the Australian tourism industry: A 10-year analysis of national strategies and plans.Asia Pacific Journal of Tourism Research,18(3), 220-240. Ryan, C. (2015). Trends in hospitality management research: a personal reflection.International Journal of Contemporary Hospitality Management,27(3), 340-361. Virginia Phelan, K., Chen, H. T., & Haney, M. (2013). “Like” and “Check-in”: How hotels utilize Facebook as an effective marketing tool.Journal of hospitality and Tourism Technology,4(2), 134-154.