Implementing Change Management Strategies in Hospitality

The provided assignment involves applying Kotter's 8 Steps model for managing change within a hotel setting. This approach is designed to facilitate employees' acceptance of changes, whether environmental, social, or technological in nature. The document draws from various sources, including academic journals and online articles, to inform its discussion on sustainability and customer loyalty in the hospitality industry.

Project

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Significant changes in last years within the hotel.......................................................................1
Current stage of change programmes and barrier to achieve delivery programmes as well as
using the Kotter's 8 step model to overcome barriers ................................................................3
CONCLUSION ...............................................................................................................................8
REFERENCES ...............................................................................................................................9

INTRODUCTION
Hospitality industry is wider category of areas within the services business which
involves lodging, food and drinks, event planning, theme parks and travelling and additional
areas within the tourism industry. This sector is depended on availability of leisure time and
disposable income. Hospitality unit like restaurant, hotel, which is consisted of multiple units
like facility maintenance and direct operations (Zaitseva, Goncharova and Androsenko, 2016).
There are different sectors of hospitality industry such as hotels, events, travel and tourism,
luxury services. Consumers services is the centralizing factors shared through all the sections of
the industry. This study is based on Hilton hotel. It is the international brand of full services
hotels and resorts. It is the flagship brand of American multinational hospitality organization.
Report will explain significant organizational changes in the last 5 years. It will describe and
justify current stages of change programs and using the Kotter's 8 step model to analysis the
strategic to overcome the barrier.
MAIN BODY
Significant changes in last years within the hotel
Hilton is the multinational hotel and resorts brand which are operated in across the world.
Hotels are committed to being strong environmental and social attendant in the people where
they operate. Hotel's commitment is engrained in their 100 years history and in their culture of
firm. Hotel is proud of the work in which they are doing during the Golden Age of travel with
more than 1 billion people crossing border every year (Kim, Vogt and Knutson, 2015). The
changes in social and technological which took places in 2017. It is based on articulation from
panel of leading industry. There are many changes in hotel industry which are followed by
Hilton hotel. In the last 5 years, Hilton hotel's have one group of consumers who can count the
exceptional treatment which is called as Diamond elite group. The top members of loyalty
programs of hotel continue to enjoy some fabulous benefit which increase both the value and
comfort of their stays.
New fees will hit major markets:
Hilton will become more expensive next year as the activity of adding the fees of resort
which is reserved for flight in exotic locales, becomes more and more common at urban
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properties. Transparency is not yet because budget for the fee on business trips. This is better
than increasing their rooms rates of hotel. The fees are not subject to occupancy taxes.
Turn-Down Service Will Disappear:
Hilton can make turn-down services optional for two causes one is cost and second is
privacy. This will help to consumer enjoy chocolates on their pillow in the hotel rooms (Brown,
Thomas and Bosselman, 2015). They go through cycles when people are more private and more
open. For the reason hotel can only suppose about people are feeling more private about their
personal space.
Room will get connected:
Technology is the most essential change for everyone at the current time. Therefore, they
are highly invested in internet of Things technology. In this context, Hilton is declared same the
technology utilised in the hotel rooms with mobile app controls for TV, Lighting, and digital arts.
It is the major cities in the coming weeks with fast roll-out across all the brand of Hilton. It is
not-good hits the road with Internet of Things. It is the another major change programmes that
adopted by the Hilton. In this context, they are rolling out their digital key technology in the
United Kingdom. The tech is enclosed in their Hilton Honors App and will enable members of
Hilton's loyalty programmes to unlock their room relevant fields such as fitness centre utilising
their mobile phones. The declaration follows on from previous improvement to the app (Otely,
2017). The technology is treated the day before arrival and means which members of Hilton
Honors who book directly with hotel can choose their desired room on their smartphones
utilizing digital check-in. On the day of arrival, they will receive informing through their app.
Front Desk will get the reconstruction:
Hilton have upended the old-fashioned lobby and turned into cool, collective workspace,
luxury brands have highly stayed true to traditions while lifestyle brands. This kind of change in
check-in desk will slowly termination into obscurity, reflecting traveller shifting preferences for
familiarity instead of formality (Jones, Hillier and Comfort, 2016). Some world's finest
properties that is living room like check in fields are so sound. The reception space is fine sitting
room with outmoded desks and plush love seat. The shift enables travellers to relax after the big
journey. This kind of change is becoming the future of Hilton hotel and resorts across the world.
In addition to that, if the technology is already utilised, so that, token is treated as they pass
through lobby and past front desk which is allowing the digital key to be modified before they
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head to their room. The guest approach their hotel room, they can simply press the virtual unlock
button on the app to unlock the door. The app is allowing to member to prefer in or out of digital
key to their smartphone.
Brand will appeal to value of Travellers:
The luxury consumers are drawn to brands which interact sense of aim beyond existing to
sell something. Top level brands will discover softer ways to appeal to value of customers being
careful not to change any expected guests. If the Hilton is followed this change, so that it will
help to increase brand level and image in front of consumers as well as hospitality sector.
Health will be more essential:
Health is going to be the largest industry. Every one wants to capitalize on huge groovy
but each brand is creating different play (Dzhandzhugazova and et.al., 2016). Now, Hilton brand
is also follow this change and making the fitness centres. This is place where lavishness brands
have physical space to stay leading of the curved shape. It was three years ago all scored are high
level like sleep improvement, new diets and meditation in relation to travellers had moved in
over the past 12 months. With the help of it, consumer are highly attracted on Hilton brand
across the worldwide.
Climate changes will affect worldwide:
It is the major change which have directly impact on overall Hilton brands in the
worldwide. For instance, increase temperature in geographical area, deceasing the arrivals of
tourists. It is the apparent that Hilton worldwide and wider hospitality sector will greatly
influence through climate changes negatively, because it is promoting hotels closing and
decreasing profitability of brand.
In order to that, there are many other changes programs within the Hilton such as:
 The changing the name from Hilton to Hilton Honors.
 They are launching new points and cash repayments which makes Honors point usable
for more members (McGinley and et.al., 2014).
 These changes will help to keep the planet tourism and preparing for generations to
come.
 Every Hilton members contributing and committing in reduction in the rate of hygiene
related and banned plastic straws across the handled by hotels.
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Current stage of change programmes and barrier to achieve delivery programmes as well as
using the Kotter's 8 step model to overcome barriers
Hilton is the multinational brand of full of hotel and resort services across the world.
Therefore, they are declared many of changes programs for growth and development of the hotel
in the hospitality industry. Such as:
Loyalty Programme:
It is the major change of hotel. Hilton's loyalty programmes that has 60 million peoples
worldwide which is declared changes in current time of period. The changes involve rebranding
in which changing from Hilton HHonours to Hilton Honors. This has been comfort to the
spellcheck and also looks shops with points at the Amazon being introduced. This programme
has been excepted for many people with low numbers of points looking to set some utilise from
their points (Otely, 2017). In order to that, members will be able to pool points and money for
hotel stay, again and popular with those who do not have adequate points of redeem at the hotel
of their choice.
The changes allow family and friends to pool their points for redemption. There is also
ability for top tier members to increase Diamond status on one time and one year extension of
their status. The benefits extend the methods utilised by hotel to invite guests to book directly
with the brand instead of through third party. Other initiative involve offering free Wi-Fi
networks to members which is provided they booked directly. In this context, company
committed to constantly inventing to deliver exceptional experience for their guests
(Kandampully, Zhang and Bilgihan, 2015). The new benefits modify members of Hilton Honors
to utilise their points. Travellers want more flexibility while less often more guests need to able
to utilise their points in more ways and more quickly. This change programme has help to
enhance the consumer engagement in the Hilton. It will aid to growth and success as well as
enhancement of brand image within the hospitality industry. Nowadays, Hilton have more
flexible, useful and precious guest through announcing their loyalty programmes.
Current Changes programme:
The aim of this program is to reducing the pollution and caring the environment.
Therefore, Hilton tries to reduce the effect on environment and follow green practices.
Cutting Environmental Footprint:
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It is also current essential change programme in which Hilton has declared cut their
environmental footprint in half and double their investment on social impact. Hotel has become
the first leading hotel firm to institute science based targets to decrease carbon materials and
displace zero soap to lowland. The hotel has also double amount with localised and minority
owned suppliers and double investment in programs to aid women and youth across the world
(Singal, 2015). These objectives are portion of travel of Hilton with aim corporate social
responsibility strategy to further sustainable development agenda. The Hilton make efforts in
environmental and social which involved:
 Before booking 33% actively search this information and 60% conduct research even if
the info is not easily approachable.
 39% female travellers are searching this info before booking more than male visitors.
 Hilton has been impelled through their mission to have positive impact on the people
surrounding their hotels (da Silva, Ferreira and da Cruz Andrade, 2014).
 If the hotel cut environmental impact in half, so that it help to protect the planet in some
ways:
1. 61% Decrease carbon materials with the Paris Climate Agreement.
2. 50 % decrease water consumption and producing the waste.
3. Through managing properties, eliminating the plastics straws.
 If hotel is double investment in social, so that it drives positive change in people in
different ways:
1. They are spending the double amount with localized, small and minority-owned
suppliers.
2. Hotel are spent investment in partnering with localized companies and schools
that are involved in opportunity programs (Jones, Hillier and Comfort, 2016).
3. To eliminate forced labour and trafficking, they are advancing human rights
capabilities in value chain of Hilton.
In this context, Hilton faces different barriers by adopting the these changes programs
and following the Kotter's 8 model for overcome these barriers within the organization. Barriers
involving such as:
Barriers of Changes:
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 Limited understanding: It is the barrier which is happened by change programme
within the Hilton Hotel. Therefore, hotel needs to identify and understand the changes
programmes. If they highly identified the changes, so that they easily determined the
solutions for accepting the changes in the organization. In order to that, hotel needs to
identify the loyalty programs, environmental, social and technological changes within the
firm.
 Negative employee attitudes : It is the major barrier which is occurred by change
programmes within the Hilton hotel. Therefore, hotel wants to understand itself then they
discuss with the employees in the workplace. If the employees have negative attitude, so
that they are trying to improve their attitude by effectively understand the changes
programs and giving the all informations to employees in the firm. This situation will
occur the barrier to accept the changes.
 Poor communications: It is the main barrier which is happened through change
programs within the Hilton Hotel. Therefore, hotel needs to effective communication to
increase understand the changes programs. Ineffective communication between
employees and managers that can happen barrier to accept the changes within the
business (Kim, Vogt and Knutson, 2015).
 Inadequate resource and budget: It is also major barrier which is occurred by change
programmes within the Hilton. Therefore, hotel needs to determine resource and budget
for accepting the changes the programmes. If the firm has limited budget and budget, so
that they do not adopt changes programs in the workplace. This kind of situation will
create barrier to accept the changes.
 Lack of management: The poor management within the hotel which can create barrier
in relation to unaccepted of changes programmes within the organization (Jones, Hillier
and Comfort, 2016). Therefore, managers needs to increase ability to effective
management of employees and firm which can help to accept the changes programmes
like environmental, social, technological and so on by the Hilton.
Kotter's 8 Step Model:
It is the powerful tool and strategy of organizational management. With this, company
apply changes successfully and accomplish the intended outcomes. This model is to improve
ability to change and raise the opportunity of success of company. As outcome, company no
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longer want to adjust the changes. For reducing these barriers, Hilton needs to follow the Kotter's
8 steps model within the organization. In which, eight steps are involved such as:
Stage 1 : Creating Urgency
It is necessary to determine and highlight expected threats and result that can crop up in
the future. Also, it is analysing that can broached through effective involution and searching as
well as helping of people, consumer, employees of Hilton on issues of changes either
environmental, social or technological within the firm.
Stage 2 : Forming Guiding Coalition
It is stage of determining impressive change leaders in Hilton and also the employees,
consumers and searching the participation and seriousness towards the whole procedures. After
that, company is forming powerful change alliance who will be working in as team for accepting
the changes either environmental, social or technological within the firm (Brown, Thomas and
Bosselman, 2015). This stage will help in creating the chances of success of Hilton within the
hospitality industry.
Stage 3 : Developing Vision and Strategy
It is necessary to determine core principles, describing the vision and realizing the
strategies for changes in the Hilton. Also, it is ensuring that change managers can determine
vision in effective manner that can easily identify and follow by people for reducing the
environment, social, technological changes within the Hilton. Thus, company needs to identify
and develop vision and strategy for accepting the changes which is creating the chances of
success of Hilton within the hospitality industry.
Stage 4 : Communicating Vision
It is needed to communicate changes in the visions that are frequently and powerfully by
Hilton. Also, it can connect the vision will all important views such as performance reviews
training etc. which are reducing the barrier of changes programs within the Hotel (Jones, Hillier
and Comfort, 2016). Through this step, whole company must be adopted new vision of firm.
This can help to overcome the barriers either environmental, social, or technological in the
Hilton. This stage will help in creating the chances of success of Hilton within the hospitality
industry.
Stage 5: Removing Obstruction
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It is necessary to remove obstacles by ensuring that procedures and structure of company
in place and aligned with overall vision of Hilton. They are continuously check for barrier and
people who are resisting changes in the hotel. Also, company apply proactive activity to
eliminate the obstruction included in procedure of changes. Company giving the rewards people
for supporting in the procedure of reducing the barrier of changes either environmental, social, or
technological in the workplace. This stage will help in creating the chances of success of Hilton
within the hospitality industry.
Stage 6 : Creating Short-term Wins
Company can give feel of victory in previous stages of changes through making short
terms wins in the procedure of changes within the Hilton. Also, company make many short terms
targets rather than one long terms objectives that are manageable and less expensive (Brown,
Thomas and Bosselman, 2015). This has fewer chances of failure within the firm. Therefore,
company needs to give rewards the contribution of people who are included in meeting the
targets. This stage will help to reduce the barrier of changes either environmental, social, or
technological in the Hilton. This stage will help in creating the chances of success of Hilton
within the hospitality industry.
Stage 7: Consolidating Gains
It is necessary to unite gains by Hilton. Therefore, they need to achieve constant
enhancement through examining the success stories separately and improving from those
experience (Kim, Vogt and Knutson, 2015). With the help of it, employees and managers are
easily reducing the barrier of changes either environmental, social, or technological in the Hilton.
This stage will help in creating the chances of success of Hilton within the hospitality industry.
Stage 8 : Anchor Changes
It is necessary to anchor change in the culture of organization. For that, it is discussed
that successful stories regarding to change initiatives on every provided chance. Also, managers
and employees are ensuring that changes becomes intrinsic portion in culture of Hilton and
visible in every aspect of firm (Zaitseva, Goncharova and Androsenko, 2016). They are also
checking that support of leaders to existing company and new leaders continue to increase their
support towards the changes. This stage will help to reduce the barrier of changes either
environmental, social, or technological in the Hilton.
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CONCLUSION
This report has summarised that significant changes in last years such as new fees has hit
major markets, turn-down service has disappeared, room has got connected, front desk will get
the reconstruction, brand has appeal to value of travellers, health has been more essential climate
changes has affect within the hotel worldwide. It can be concluded that current stage of change
programmes such as loyalty programme, room key technology to Hilton Honers app cutting and
environmental footprint within the hotel. It can be discussed that different barriers to change like
lack of management, poor communication, lack of understanding negative employee attitudes
and inadequate resource as well as budget that are highly effected on success of hotel.
Furthermore, report has completed that utilising the Kotter's 8 Steps model which is beneficial
for reducing the barrier of changes programs either environmental, social and technological
changes within the hotel. With this, company easily accept all changes within the business.
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REFERENCES (HARVERD)
Books and Journals
Brown, E. A., Thomas, N. J. and Bosselman, R. H., 2015. Are they leaving or staying: A
qualitative analysis of turnover issues for Generation Y hospitality employees with a
hospitality education. International Journal of Hospitality Management. 46. pp.130-137.
da Silva, D. L. B., Ferreira, L. B. and da Cruz Andrade, D. A., 2014. Corporate social
responsibility (CSR) in the hospitality industry: Challenges and practices in São Luís,
Maranhão, Brazil. Journal of Tourism and Hospitality Management. 2(2). pp.85-95.
Dzhandzhugazova, E. A. and et.al., 2016. Innovations in hospitality industry. International
Journal of Environmental and Science Education. 11(17). pp.10387-10400.
Jones, P., Hillier, D. and Comfort, D., 2016. Sustainability in the hospitality industry: Some
personal reflections on corporate challenges and research agendas. International Journal
of Contemporary Hospitality Management. 28(1). pp.36-67.
Kandampully, J., Zhang, T. and 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). pp.379-414.
Kim, M., Vogt, C. A. and Knutson, B. J., 2015. Relationships among customer satisfaction,
delight, and loyalty in the hospitality industry. Journal of Hospitality & Tourism
Research. 39(2). pp.170-197.
McGinley, S. and et.al., 2014. A grounded theory approach to developing a career change model
in hospitality. International Journal of Hospitality Management. 38. pp.89-98.
Singal, M., 2015. How is the hospitality and tourism industry different? An empirical test of
some structural characteristics. International Journal of Hospitality Management. 47.
pp.116-119.
Zaitseva, N. A., Goncharova, I. V. and Androsenko, M. E., 2016. Necessity of changes in the
system of hospitality industry and tourism training in terms of import
substitution. International Journal of Economics and Financial Issues. 6(1). pp.288-293.
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Online
Otely, T., 2017. Hilton adds UK room key technology to Hilton Honors app. [ONLINE].
Available through. :
<https://www.businesstraveller.com/business-travel/2017/07/06/hilton-adds-uk-room-
key-technology-hilton-honors-app/>.
Otely, T., 2017. Hilton changes loyalty programme. [ONLINE]. Available through. :
<https://www.businesstraveller.com/accommodation/2017/02/01/hilton-changes-loyalty-
programme/>.
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