Hospitality Industry Trends and Analysis

This assignment requires a comprehensive analysis of current trends impacting the hospitality industry. Students must examine factors like evolving customer preferences, technological advancements (e.g., online booking, mobile apps), and the growing importance of sustainability. The provided research papers offer insights into various aspects of the industry, including service climate, employee commitment, customer satisfaction, and the role of corporate social responsibility. Students should synthesize this information to provide a well-structured analysis of the major trends shaping the future of hospitality.

Contemprary Hospitality
Industry
1

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
TASK1 ............................................................................................................................................4
1.1 Understanding and discussing the scope, scale and diversity of hospitality industry with
global prospective........................................................................................................................4
1.2 Discuss the management structure of different hospitality organizations.............................5
1.3Assessment of the role professional bodies and hospitality related organizations.................5
TASK2.............................................................................................................................................6
2.1 Assessment of the emerging trends in the demand and supply for hospitality staffs............6
2.2Discussion of the skills and qualification requirement of personnel in the hospitality
industry........................................................................................................................................7
TASK3.............................................................................................................................................8
3.1 Analysis recent development affecting the hospitality industry in the area of legal.............8
3.2Discussion about how the overall image of the hospitality industry is created and managed
.....................................................................................................................................................9
Task 4.............................................................................................................................................11
4.1 Explain present and potential trends and developments in hospitality sector.....................11
4.2 Impact of trends in Thomas Cook travel agency.................................................................11
CONCLUSIONS............................................................................................................................12
References......................................................................................................................................15
2

INTRODUCTION
In the present scenario, there has been vast scope and diversity in hospitality industry.
One of the most defining aspects of this sector is that it focuses on customer satisfaction. Only
this is the business which provides luxury services to its customers. This sector has very popular
because every individual has connected with this service in their life. In hospitality industry,
there are various business such as hotel, restaurant, tour operator agency, etc. In this project
report, discussion has been done on Hilton hotel and Thomas Cook Travel Agency. Hotel Hilton
is the most popular hotel in UK and Thomas cook is the travel agency in this nation. In this
project report, discussion has been done on the management structure of this particular industry.
TASK1
1.1 Understanding and discussing the scope, scale and diversity of hospitality industry with
global prospective
The scope of hospitality industry is huge which comprises of a range of businesses that
provide services and facilities such as accommodation, food and beverage, entertainment,
gaming, restaurant, resorts etc (Bharwani and Jauhari, V., 2013). Restaurant have also various
business such as pubs,bars and club. It produced the most large income which is not as profitable
as other industry. It has estimated 400000 jobs in hotel with related services. This industry
employs over 1.8 to 2.4 million people. It is having 26m jobs in the restaurant and 20000 jobs in
event management.
Hospitality industry is diversified in many fields such as restaurants, bars, marketing and
sales, housekeeping, travel agencies as well as in hotel and front offices. The hospitality sector
consists of broad category of fields within service industry that includes lodging, restaurant,
event planning, theme parks, transportation, cruise line and additional fields within tourism
industry (Boella and Goss-Turner, 2013). Also, it covers a wide range of firms that are offering
food services and accommodation. Hospitality industry is diversified in various fields and also, it
provides plenty of employment opportunities in UK. According to the survey, it has been found
that this sector highlights the latest figures in which 3.1 to 3.2 percent is the overall portion
nation in the field of business. Visitors spent around £12 billion of a total value of £76 billion
which is the total amount of tourism.
3

1.2 Discuss the management structure of different hospitality organizations
Management structure refers to the hierarchy of authority. It defines the ways of company
in which it operates the business. It is a set of policies and rules that determine the manner in
which company controls and delegates the tasks and responsibilities to various departments. This
structure also defined that How decisions can be made and implemented throughout every part
of the organization (Brooker and et.al., 2012). According to the company needs there are various
organization structure that can be used. Organization has carried out its business activities and
functions as per the organizational structure it has adopted. Hilton Hotel - In Hilton hotel, flat organizational structure is followed under which
management has divided into the few department. employees. In this structure, decision
can be made quickly as compared to other structures. Also, it has effective
communication in between management and workers (Brotherton, et.al., 2012). In Hilton
hotel, there are few management department so that there has used the flat organization
structure. In this, there is better team spirit as fewer management layers increase the
interaction between employees in different departments.
 Thomas Cook - In Thomas Cook Travel Agency, functional organization structure is
being used under which employees can be supervised by the functional manager and
employees are grouped as per their area of specialization. Organizational chart for a firm
that is following functional organizational structure, it have includes finance department,
sales department, customer services department and administration department. Each
department has one head who will be responsible to manage his section (Jones, Hillier,
and Comfort, 2016). In this structure, employees are grouped as per their knowledge and
skills which help in achieving the goal of company. There is no duplication of work
because each department’s employees are having fixed job responsibility. In Thomas
Cook Travel Agency, employees have a clear career growth path and each department of
management has excellent cooperation and communication.
1.3Assessment of the role professional bodies and hospitality related organizations
A professional body is an organization that helps individuals or businesses In develop
their skills and ability in a particular industry or profession. It provide the training and
4

development schemes so employees can learn essential career skills. Professional bodies is a set
of programs which helps to the business, individuals to take parts in a continuing professional
development schemes and invites them in exclusive events (Kim, Vogt and Knutson, 2015).
Each professional body offers its own unique benefits of becoming a member, so company can
research before joining to get the best out of its membership. There are various professional
bodies which support and direct to the hospitality industry. Some of these bodies are as follows-
 British institutes of inn keeping- The British institute of inn keeping is the professional
body for the licensed trade and has 13000 members, including staff, managers, licensees
and tenants. The main objectives of this body is to help those people who working in the
pubs and bars, providing support to those starting in the industry, as well as managers and
business owners. its training programs and qualifications can help pub and bar
professionals improve their career prospects (Lee, Kang and Huh, 2010).
 Academy of food and wine service- The Academy of food and wine service is the
professional body for front of house food and beverage service in UK hospitality
industry. it is benchmark is popular for best practice standards. The main objectives is to
providing education on the commercial impact of the front of house experience and
offering the right support , advice , inspiration, and training to people.
 Association of catering excellence- The main objective is to create innovation in the
organisation that encourage caterers and associates from all sectors of the contract
catering industry. It create a network for face to face, exchange ideas, socialise and
generally keep in touch. Its membership includes a cross section of manager, chefs ,
consultants, suppliers etc. (Li, He and Keung Lai, 2011).
TASK2
2.1 Assessment of the emerging trends in the demand and supply for hospitality staffs
Hospitality industry has been spread very fact in the all over the world. The scope of this
industry comprises of a range of businesses that provide services and facilities such as
accommodation, food and beverage, entertainment, restaurant etc. For survival the business, In
the Hilton hotel , it have required the well skilled and knowledgeable employees who have
quality of management and handling activities and function related to hospitality. The main
objective of this business is to provide customer satisfaction along with profitability and growth
5

of the company (Othuon and et. al., 2010) . This industry have required the staff who have
following quality and skills-
 Hilton hotel there has been required the well qualified and experienced candidates who
have knowledge about the hotel management and business related activities and function.
Employee must have know all rules and regulation related to the management of hotel.
 Employees should have an excellent communication skill and also they should have
knowledge about the all language. So that they can communicate with the customer at
workplace.
 Employees should be flexible according to the timing of workplace (Pechlaner and
Volgger, 2012). They must have flexible to work in day as well as night shift because
hospitality industry is one of the business where they operate their business function and
activity in day and night also.
 Cultural awareness is important in the hospitality staff. They must have know the cultural
knowledge and structure of the business.
In the hospitality industry in UK there has required the most talented and qualified employees in
their business who have ability and skill of excellent communication,cultural awareness,
leadership skill, good presentation skill, customer handling skill, convening skill and decision
making skill. Employees must have knowledge about technologies such as computer, laptop etc.
2.2Discussion of the skills and qualification requirement of personnel in the hospitality industry
In the Hilton hotel, there has large number of personnel in the kitchen department
because the organization is related to food and accommodation (Radojevic , Stanisic and Stanic,
2015). So that there have requirement of perfect chef who have various skill and quality of
handling kitchen and food department. For becoming a perfect chef there has need the following
quality. Some of the quality are as follows-
 The first and major quality is for cook. He/she must have the skill and knowledge
about cooking. All successful cooks have many qualities but the two things that
comes out the most are their dedication to improve their skill and the tenacity to
stay in highly stressful situation (Tanova and Nadiri, 2010).
6

 The another important skill is knife skill because if they will not be able to go
very fast unless they know how to use knives. A perfect chef must know the ways
of use the all equipment in the kitchen.
 Another skill is listening and concentration skill under which chef must have
concentrate and listen to the customers words that what actually customer want to
order in the restaurant (Simons, Vermeulen and Knoben, 2016).
 In the perfect chef there has also need the quality of flexibility. Because in the
hotel industry there is no limit of time. The business is operate in day as well as in
night.
In the Thomas cook travel agency , A marketing manager play a very important role in this
business. He/she is responsible to expand their business with the help of promotion activities. So
in the marketing manager, he/she must have the following skills and quality. These quality are as
follows-
 In the marketing manager he/she must have the quality of effective and quick decision
making so that they can able to take the fact and effective decision related to the
marketing activities.
 He/she must have quality of learning and research so that they can able to know the
market condition and actual demand of the customers regarding to their services.
 In the marketing manager , he/she must have the skill of motivation so that they can
motivate the employees and subordinate related to their work and company goals.
 The most important quality is communication skill, manager must have an excellent
communication skill so that they can effectively communicate with the customers as well
as employees in the company (Solnet, Kralj and Baum, 2015).
TASK3
3.1 Analysis recent development affecting the hospitality industry in the area of legal
In the hospitality industry, there has been many recent development in the area of legal,
operation, and management. Theses all development have made an impact on the hospitality
industry activities and functions.
In the legal area the government have declare the rule of liquor license which mean hotel
organization must have the license of liquor if it operate the bars facility in their organization.
7

All those restaurant and hotel who operate and sales the liquor than they must have the license of
liquor (Spencer and Crick, 2011). The another legal development is that if company intend on
playing music,screening music video or even having music on hold on your telephone, than
company will need to be aware that a license fee is required. The another legal development is
data protection act under which company have to secure their personal information and data. The
another development is travel permit restriction in the hospitality industry. Under which,
travelers have needs to made passport for travel out side the country.
In the context of development of operation of business, hospitality industry have operate
their business recently through the help of internet. In Hilton hotel, organization has been used
the social media and online marketing tools for expand their business. They have used the
internet for contacting to their customers and also they have advertise their business on the social
media. In the management context, hospitality industry have used the new advance technologies
and system for operate their management related activities. In Hilton hotel there has been used
the advance technologies for expand their business related activities and process. Also in the
management, there has been developed various new recruitment and selection rules.
3.2Discussion about how the overall image of the hospitality industry is created and managed
The hospitality industry is the one of the field which has expand very fast in this world
and their business has growing day by day. This industry has diversified in the many ares such as
restaurant, bars, pubs, hotel, accommodation, entertainment, travel agency etc. The hospitality
sector consists of broad category of fields within service industry that includes lodging,
restaurant, event planning, theme parks, transportation, cruise line and additional fields within
tourism industry. In the present scenario theses industry have create the huge image because it
also have various scope of the employment (Tanova and Nadiri, 2010). Through the use of
technology this industry has increase its promotional activities and business activities. In the
Thomas cook agency and Hilton hotel also affect by the expansion of this industry. They have
able to increase their customer and supply chain with help of technology. Present image of
hospitality industry in the business field is very huge and popular. The activity of hospitality is to
build the relationship and promote exchange of goods and services. From one survey it is found
that visitors spent close to 12 billion pounds of a total value of 76 billion pounds which is the
total amount of tourism.
8

TASK 4
4.1 Explain present and potential trends and developments in hospitality sector
From the change of time, every industry set a global trends for developing in their
services into hospitality sectors (Brooker and et.al., 2012). Following are some trends which are
followed by the hospitality sectors:
Mobility: Mobile is the new face for computing the device such as tablets and smartphones. This
trend helps to the time of customers. From this, the customers can easily choose their
product and services in less time (Bharwani and Jauhari, 2013). It also helps to find the
location of the hotel and service industry.
Innovative technology: Mobile apps are used everywhere for assessing the data. This will help
in the future in digital marketing. Geographic location helps the company to sell the
products to the customer. That helps to the hotels and restaurants to attract them by
providing discounting services to the customers (Lee and Chao, 2013).
Internet, cloud computing and social media growth: This technique helps to create relation
with customers. Through this, the organization can effectively communicate to their user.
Because technology is upgraded day by day and it helps to reach more potential customers
in the future (Pechlaner and Volgger, 2012).
Integration: Hotels can integrate with the other business like tours and travel agency. These
integrated system can provides link with the other business because with the integration
system, hotels can increase their profitability (Brotherton, 2012).
Social system: Social media trend will have profound impact on hospitality sector. Social tool
like Facebook and twitter are quickly becoming influential. Social system helps to connect
with the other business and customers (Boella and Goss-Turner, 2013).
Connect with international system: Hostility sector can also develop their international
relations with the outside people. If they connect with the foreign hotels, then they can get
more knowledge about the international business (Brooker and et.al., 2012).
4.2 Impact of trends in Thomas Cook travel agency
Trends and developments are currently affecting travel and tourism industry every day.
For example internet, teletext, booking for holidays etc (Bharwani and Jauhari, 2013). Trends
and developments will affect Thomas Cook travel agency through the followings elements:
9

 Impact of mobility: With the help of mobile, customers have the flexibility to book their
services from the Thomas Cook travel agency. Booking over the internet, teletext and
through call centers make it possible in 24 hrs.. This will affect the industry as more
people are using the internet rather than going to the travel agency. Further, it will save
the money of industry because most people use the online travel agent (Lee and Chao,
2013). Impact of innovative technology: Through the innovative technology, high speed of the
internet allows the fast communication with all of the agency travel partners with the
customers. So booking a trip takes only few t minutes not more than that (Pechlaner and
Volgger, 2012). It will result in increasing the productivity, improving customer’s
satisfaction so that the Thomas Cook can plan their services accordingly. Impact of internet, cloud computing and social media growth: Internet booking engines
can help in pricing comparison for their customers (Brotherton, 2012). It would affect the
Thomas Cook travel agency that their customers can plan their travel for surrounding
location and dates checked quickly. Impact of integration: Integration trend helps to coordinate with other business (Boella
and Goss-Turner, 2013). It assists in improving communication technology with their
customer by the Thomas Cook travel agency and also helps in building business
connections.
 Impact of social system: Social system trend affect the growth and expansion of the travel
agency. It will aid Thomas Cook travel agency by increasing travel services to the
regional airports. With the expansion of airports organization gives more opportunities
for their customers to gives them better services (Brooker and et.al., 2012).
CONCLUSIONS
From the above project report it has been conclude that hospitality industry has largly
expand in all over the world. It have huge scope, scale and diversity. This project has also define
the difference between the flat structure and functional organisation structure which has been
used in the Hilton hotel and Thomas cook hotel. It also defined the requirement of skills and
quality in the staff of the hotel. It has been also conclude the analysis the recent development in
the managerial, operational and legal area of hospitality industry. Also this project discussed
10

about the new trend and innovation of technology which has been used in the hospitality
industry.
REFERENCES
Books and journals
Bharwani, S. and Jauhari, V., 2013. An exploratory study of competencies required to co-create
memorable customer experiences in the hospitality industry. International Journal of
Contemporary Hospitality Management. 25(6). pp.823-843.
Boella, M. and Goss-Turner, S., 2013. Human resource management in the hospitality industry:
A guide to best practice. Routledge.
11

Brooker, E. and et.al., 2012. Innovation within the Australian outdoor hospitality parks
industry. International Journal of Contemporary Hospitality Management. 24(5). pp.682-
700.
Brotherton, B. ed., 2012. International Hospitality Industry. Routledge.
Ilhan, I. and et. al., 2010. The human dimension a review of human resources' management
issues in the tourism and hospitality industry. Cornell Hospitality Quarterly. 51(2). pp.171-214.
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.
Lee, C. S. and Chao, C. W., 2013. Intention to “leave” or “stay”–the role of internship
organization in the improvement of hospitality students’ industry employment
intentions.Asia Pacific Journal of Tourism Research.18(7). pp.749-765.
Lee, S., Kang, K. H. and Huh, C., 2010. Impacts of positive and negative corporate social
responsibility activities on company performance in the hospitality industry. International
Journal of Hospitality Management. 29(1), pp.72-82.
12

Li, W., He, Y. and Keung Lai, K., 2011. Service climate, employee commitment and customer
satisfaction: evidence from the hospitality industry. International Journal of
Contemporary Hospitality Management. 23(5). pp.592-607.
Othuon, L., and et. al., 2010. Key performance indicators in the Kenyan hospitality industry: a
managerial perspective. Benchmarking: An International Journal. 17(6). pp.858-875.
Pechlaner, H. and Volgger, M., 2012. How to promote cooperation in the hospitality industry:
Generating practitioner-relevant knowledge using the GABEK qualitative research
strategy.International Journal of Contemporary Hospitality Management. 24(6). pp.925-
945.
Radojevic, T., Stanisic, N. and Stanic, N., 2015. Ensuring positive feedback: Factors that
influence customer satisfaction in the contemporary hospitality industry. Tourism
Management. 51. pp.13-21.
Simons, T., Vermeulen, P. A. and Knoben, J., 2016. There’s No Beer without a Smoke:
Community Cohesion and Neighboring Communities’ Effects on Organizational
Resistance to Antismoking Regulations in the Dutch Hospitality Industry. Academy of
Management Journal. 59(2). pp.545-578.
Solnet, D., Kralj, A. and Baum, T., 2015. 360 Degrees of Pressure The Changing Role of the
HR Professional in the Hospitality Industry. Journal of Hospitality & Tourism Research.
39(2). pp.271-292.
Spencer, A. and Crick, A. P., 2011. Hospitality quality: new directions and new challenges.
International Journal of Contemporary Hospitality Management. 23(4). pp.463-478.
Tanova, C. and Nadiri, H., 2010. An investigation of the role of justice in turnover intentions,
job satisfaction, and organizational citizenship behaviour in hospitality industry.
International journal of hospitality management. 29(1). pp.33-41.
Online
JACOBS.S., 2015. [Online]. Available Through:
<http://www.smartmeetings.com/news/trends/74256/top-10-trends-impacting-hospitality-
industry>.[Accessed on 5th aug 2016].
13