Hotel Industry Trends & Sustainability

This assignment analyzes current trends in the hotel industry, emphasizing the need for adaptation to global market demands. It highlights the influence of star ratings on perceived quality and examines the increasing significance of sustainability practices within the industry, exemplified by leading hotels like Doma and Hilton. The report draws upon research studies and online resources to provide insights into these crucial aspects of the contemporary hotel landscape.

Research and Analyse hotels

Table of Contents
INTRODUCTION...........................................................................................................................1
Main Body.......................................................................................................................................1
Overview of organization ...........................................................................................................1
Analysis of Brands....................................................................................................................2
Current trends and Innovation.....................................................................................................3
Career opportunities and development .......................................................................................4
Star rating system ......................................................................................................................5
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
In the Hospitality industry, it is important to provide quality of services to end -users. At
the national and international level there are various types of organizations which are offering
excellent services. The present report is based on analyze on national and international hotel. At
the local level Doma hotel has been selected which is Australia based hotel chain. On the other
hand, at International level Hilton hotel and Resorts has been selected. In addition, this report
make analysis on Current trends and Innovation followed by both hotel chains hotels.
Main Body
Overview of organization
Following are the overview of National and International Hotels.
Hilton hotel and Resorts
Hilton Hotel and Resorts is global brand, which offers full services of hotel flagship
brand of Hilton. The firm has more than 570 hotels and resorts in more than 85 countries. They
conduct business either owned by or managed by or franchised by independent operators by
Hilton. It is one of the largest hotel group in the world (Hilton Hotels and Resorts, 2017). t its
main customers segment includes all types of people. Firm offers it's services Mid-class to high
class people. Location of the hotel are based on city area and near airports.
The hotel is participates in Hilton Honors and guest loyalty program. Members of the
group, who book directly through Hilton owned channels receive exclusive discount and
amenities such as Wi- Fi , digital check in and key-less entry. Along with all these facilities,
they also offer to select the room of their own preferences by using Honor app. The hotel is also
knows for its best locations and Five star services (Hilton Hotels and Resorts, 2017). Apart, from
its luxury services they also offer services based on the business which includes booked room for
meetings and events.
Doma hotels
It is Australia based local hotel. It provides rooms and suites. Each room offers
Malin+Goetz amenities, Smart TVs and Nespresso coffee machines. Along with these on site,
facilities it includes fine and casual dining, lounge bars,wholefoods cafe, hair salon and virtual
services offices. For meeting and events,they also offer best space (Doma Hotels, 2017). Doma
hotels consists many other facilities such as booking for weeding and restaurants for family. It
main brand includes Ostani bar & restaurant, Hotel Realm . It was awarded in the year of 2012,
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2013 & 2014 by the Australian Hotels Association as the best function & Event hotel in the
country. The Doma hotel is Five star rating hotel chains and they are also offering different
types of services to their customers. In its hotel chain which mainly includes Hotel Realm,
Burbury hotel and Brassey hotels. All the hotels are provided luxury services. It's mission and
vision includes to provide the best services to their consumers and focuses on the leisure
facilities to their customers (Doma Hotels, 2017). The hotels basically provide all services at
national level only. It also provides services for weeding function which named as National ball
room. It has the capacity of more than 500 guest at time.
Analysis of Brands
It is that type of strategy which select by organization. It provides a road map to
strategics and helps to targeted their customers in effective way (Nickson, 2013). Following are
the analysis on brands of hotel.
Hilton hotel and Resorts
Currently it is servings guest world -Wide more than 540 countries in 78 countries. It
brands are mainly classified in the different basis such as Luxury, Full services, Focused
services, lifestyles, time share and defunct. It's also includes Franchising and Hilton Honors.
One of its famous brand is Conrad Hotels & Resorts, which is an international brand of luxury
hotel. Hilton hotel brands is also includes Hilton Honors which is guest loyalty program. This
program is designed to provide some monetary benefits to their loyal and regular customers
(Rodríguez-Antón, del Mar Alonso-Almeida and Pedroche, 2013). Concept of this brand is that
every time when customers consume services they redeem some point and get benefits on
accumulate points to get benefits on services. It is the largest loyalty program with more than
62 million members. Hilton hotel's brand are different from each other. Luxury brand is mainly
focuses on luxury flagship of Hilton Family. It is international Brand which is mainly focuses on
the developing its services on the basis on lavish life-styles. In the full- service brand includes
focuses on providing business services and focused services brand is chain of up scale, mid-
prices trademarked.
Doma hotels
It is national brand of Australia and which includes Hotel, Realm, Burbury hotel, Little
national hotel, Brassey hotel and Pinnacle apartments. Each hotel is different from its group. In
the Brassey hotel is set on two and half acres of manicured gardens and lawns. This hotel
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property is belongs to the year of 1920 and includes all types of luxury services with it. Apart
from this , one of its hotel Realm is belongs to luxury brand. In this hotel 163 rooms and each
suites have unique deisgn. On the site facilities it includes fine and casual dining, lounge bars,
wholefoods cafe (Ruhanen, Mclennan and Moyle, 2013). Doma hotels also includes restaurants
and bars in its brand chain. Restaurants and Bars are designed to place meeting, relaxation and
for a friendly meeting. In the Doma hotel it's each brand is different. Hotel brand focus on the
luxury services at different price level. On the hand Bars and restaurants emphasis on sharing
with family and friends. So all the brands of Doma hotel consist unique concept.
Current trends and Innovation
In the Hospitality industry it is important to provide innovative services as according to
the current trend Because attracting and retaining hotel guest. For this firm , also make
investment in their structure and facilities (Adetunji, 2015.). It helpful to meet the expectations
of customers and ensue long term growth. Following are the Current trends and innovation in
the Hotel industry.
Technological infrastructure
Now- days people who travel with devices such as mobile, tablets and computers want
more advances technological services in the hotel. Now it is not considered as the perk but a
necessity in each hotel. Internet and Wi-Fi services in one of them. Customers exceptions are
connect internet without much interruption. Leading hotels are investing better technology
infrastructure. Doma hotel inventing in the Wi-Fi services so they can provide seamless
communication to their customers. On the other hand Hilton Hotel is giving Wi-Fi services along
with Mobile application (Al-Ababneh, 2013). This is more advanced services which is provided
by the Hilton hotel so they can make effective communication with their and save time of their
consumers.
Dynamic pricing
Dynamic pricing is another current trend which followed by the hospitality industry.
With rising use of advance technology trend of online booking and other facilities are rapidly
increases. Online accommodation booking platforms and OTAs are adopted by organization so
they can meet demand of customers (Zeng, Gonzalez and Lobato, 2015). In the Hilton hotel,
they mainly focus on the providing all types of services. In its brand portfolio, they include
different types of hotel such as luxury hotel and mid -prices hotel as well. In its online platform
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they try to offer low prices services. On the other hand hotel Doma is focuses on the OTAs that
is online Travel agents. It helps to guest of the hotel to fit in the travelling and customized their
travel preferences.
Energy management
In today's world almost all companies are focusing on energy management. In the hotel
industry energy is considered as the biggest cost, so effective efforts are should be made. It is
also helped to them for saving in energy and yield financial savings. In the Hilton Hotel, they are
operating their business operations around the world (Wong, Law and Li, 2017). Hilton hotel
become the first hotel in the history to achieve Superior Energy Performance certification from
department of energy. On the other hand Doma hotel, in their energy management they are
focusing on Light-stay and gather information from the worldwide for improving energy
management.
Career opportunities and development
Doma and Hilton hotel both providing advanced career opportunities to their employees.
It is important in the hospitality industry to give equal opportunities to employee so they can also
make growth along with industry's growth. There are different types of opportunities which are
given to employees and other members of hotel. Following are the opportunities and
development in the Hotel organizations.
Provide professional certification
In the hospitality industry, firm offers many types of professional certification education
to their workers. With the help of this certification course workers learn new techniques of
management and acquire those skills which are important in the hotel industry (Kruesi, Kim and
Hemmington, 2017). This program includes student work books, instructor resource kit, and the
EI-graded final exam. From such type of study material they can make workers more skilled.
This sort of certification are available for the low skilled employees in the Hotel. So they can
learn to make effective interaction with customers.
Training program
Training programs are designed for those employees in the organization, who are at the
managerial level. Through such type of training program they can gain knowledge about the
more advanced management skills and techniques. With the help of such type
program,organizations remain competitive in the business Hilton and Doma hotel both
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providing training to their employees (Nickson, 2013). In the Doma hotel provide on the job
training, in which they appoint a supervisor for their employees. On the other hand in the Hotel
Hilton provides off the Job training, in which they hire training institutions.
Gateways program
The another program is Gateway program. Both the hotels conduct such type of
program for the development of non- management person. These type of program are designed
to train discipline-specific skills which are important for the individual. Hilton and Doma hotel
both provide such kind of program (Rodríguez-Antón, del Mar Alonso-Almeida and Pedroche,
2013). This program is conducted on hourly basis so all type of essential skills can be gain by
persons. Participating discipline are finance, HR, IT and PR. All these are belongs to the non
management areas of company and assist to gain knowledge in a particular area.
Star rating system
Hotel ratings are often used to classify hotels according to their quality. The development
of such type of rating is associated with the overall services of the business firm.. Rating which
is given to the hotel are based on the travellers overall experiences (Ruhanen, Mclennan, and
Moyle, 2013). There are different types of schemes which used by national and international
organization for providing rating to hotels. Many have a system in which greater stars represent
greater luxury. On the national and international level both have different level of rating system.
Rating system in the Australia
In the Australia rating , is independent rating system. This evaluation system are owned
by the Australian Auto Clubs- the NRMA, RAA and RACT. This star rating represent quality
and condition of the facilities which determined by the 200 criteria that ranked by Australia
travellers according to what's important for them.
Star rating Criteria
5 stars It is the symbol of the all type of luxury services provided by hotel. Guests
enjoy the extensive facilities. Hotels design to excellent quality services for
end users.
4 stars It represents achieve of the deluxe guest experience. Hotel provides wide
range of services and reflect varied and clear need of the guest.
3 stars Hotel provides that deliver a broad range of amenities. Good quality
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services that meets expectations of guests.
2 stars Hotels, which only provide limited number of services to their customers
and focus on provide price conscious travellers.
1 stars In these type of hotel services are provided on the request of the customers
and hotel offers budget facilities as according to their client's requirements.
Half star It represents modest improvements in the quality and guest facilities
Doma hotel is Five star hotel group and its provide excellent services. The company
possesses the most Luxury hotel in the Australia (Adetunji, 2015). They received five star as
they provide quality in their services along with their hotel placed on beautiful locations.
World hotel rating
For the international hotel, world hotel rating system has been used. On the international
level rating is not only focuses on the quality but also on the accounting standards which
followed by them. Hotels which operate their business on the international level needs to
recognized their standard and provide excellent services in all the regions (Al-Ababneh, 2013).
WHR , which notably aims set international classification standards and rating criteria for hotels.
It is also based on the information system of the hotel which is multilingual and multicultural. It
also plays key role in the development of the quality service and sustainability tourism culture in
the hotel. Criteria of world hotel rating is based on the quality services, innovation, sustainability
and promotion of heritage value.
Hilton is five star rating hotels by the WHR. The organization is not only provide
quality services but also make focus on the development of sustainability in its workplace. It
also focuses on the energy saving.
CONCLUSION
Summing up the above report it is concluded that there is huge difference in between
national and international hotel. For conducting business operation at the national and
international level, hotels need to make modification as per the requirement of their customers.
From the above report it is also concluded that star rating system is not common at all level. For
getting higher level of rating they need to provide quality in their services. However, quality in
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services is not only requirement, Hotel need to focus more on the Sustainability. Doma and
Hilton hotel both focus on sustainability and continuous improvement in practices.
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REFERENCES
Books and Journals
Adetunji, A. T., 2015. A critical realist study of quality management in Nigerian universities
(Doctoral dissertation, Cardiff Metropolitan University).
Al-Ababneh, M., 2013. Leadership style of managers in five-star hotels and its relationship with
employees job satisfaction. Journal of Occupational and Organizational Psychology. 3(2).
p.94.
Kruesi, M., Kim, P. B. and Hemmington, N., 2017. Evaluating foreign market entry mode
theories from a hotel industry perspective. International Journal of Hospitality
Management. 62. pp.88-100.
Nickson, D., 2013. Human resource management for hospitality, tourism and events. Routledge.
Rodríguez-Antón, J. M., del Mar Alonso-Almeida, M. and Pedroche, M. C., 2013. Are university
tourism programmes preparing the professionals the tourist industry needs? A longitudinal
study. Journal of Hospitality, Leisure, Sport & Tourism Education. 12(1). pp.25-35.
Ruhanen, L. M., Mclennan, C. L. J. and 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). pp.220-240.
Wong, E., Law, R. and Li, G., 2017. Reviewing Geotagging Research in Tourism. In Information
and Communication Technologies in Tourism 2017. (pp. 43-58). Springer, Cham.
Zeng, S., Gonzalez, J. and Lobato, C., 2015. The effect of organizational learning and Web 2.0
on innovation. Management Decision. 53(9). pp.2060-2072.
Online
Doma Hotels, 2017. [Online] Available through: <http://www.qhttp://domahotels.com.au/s/>.
[Accessed on 12th June 2017].
Hilton Hotels and Resorts, 2017. [Online] Available through:
<http:/http://www3.hilton.com/en/index.html/>. [Accessed on 12th June 2017].
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