Strategic Human Resources Management

This document discusses the key trends and developments influencing HR strategies in the tourism and hospitality industry. It also explores theories and concepts related to the growth and development of strategic HRM, change management strategies to support HR practices, and measuring and monitoring HR practices. The document provides valuable insights for students studying strategic HRM in the tourism and hospitality sector.

STRATEGIC HUMAN
RESOURCES
MANAGEMENT

TABLE OF CONTENT
INTRODCTION..............................................................................................................................3
MAIN BODY...................................................................................................................................3
LO1..................................................................................................................................................3
Key current trends and developments influencing HR strategy..................................................3
External and internal factors influencing HR strategies and practice..........................................4
LO 2.................................................................................................................................................5
Theories and concepts relating to growth and development of strategic HRM ..........................5
L0 3..................................................................................................................................................7
Change Management Strategies to Support HR Practices...........................................................7
LO 4.................................................................................................................................................9
Measuring and Monitoring HR Practices....................................................................................9
Influence of HR Management for Sustainable Development for Growth.................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODCTION
Strategic human resource management can be understood as one of the most important
business function within company which enables in gaining high effective functional paradigms
of all human capital working within all departments and how the various changes can be brought
with innovation and higher creative thinking. Tourism and hospitality industries are going under
huge changes within its HR practices to productively leverage best human assets who are skilled
and effective in delivering best customer satisfaction services. The report explains current trends
and development influencing HR strategies and hoe internal and external factors play an
important impact on the HR department officials. Report further brings forward theories and
concepts relating to growth and development of strategic HRM and how change management
models support HR strategy in application of relevant examples. The report explains how HR
outcomes can be measured and monitored with application of specific examples and how it
enables in developing stronger working practices. Report also analyses how effective HR
management and development supports sustainable performance and growth to meet the
company set objectives (Akter, Al and Chang, 2018).
MAIN BODY
LO1
Key current trends and developments influencing HR strategy
Thomas cook is one of the best tourism , travel and hospitality company in world having
wide human resources within its operations which enable in positioning the company business
services with best optimum resources, bringing forward high quality paradigms and networking
fundamentals among global customers market share. There are various key trends and
developments undergoing huge changes within world which influences HR strategies of Thomas
Cook, one of the best travel and tourism companies within world. The key changes and trends
influencing HR strategy are as follows:
There is high demand of innovation in all customer satisfaction services and skilled
human resources which are behind all functions to bring on higher quality paradigms for working
towards best factors of potentiality building skills (Dewantara, Haerani and Hamid, 2019).
Thomas cook with increasing competition among tourism and hospital sectors aims to be
effective and strong in its human resources who are not only effectively trained but also focused
on outsourcing with best skills and rational working fundamentals. The company HR strategies

and policies aims to bring on high diversity among all employees which are not only outsourced,
technically advanced onto various paradigms with best resources and also keenly progressively
worked on to bring on new determinants as per the customer satisfaction services.
Currently there is also huge demand of technical advancement within skills of human
resources in company business services where all employees are looked upon with best training
fundamentals, keenly resourced with advanced potentialities (Madera, Dawson, and Belarmino,
2017). The human resources are strength of Thomas Cook which aims to deliver best active
travel and hospitality services form all aspects of customer’s satisfactory levels, productively
trained onto new skills and worked onto new technical advanced parameters with high
competitive edge. The HR practices of Thomas Cook to bring on more advanced, new
resourceful learning paradigms are developed with high brainstorming sessions where all
employees are ideally brought closer to active discussions of innovation at management, also
worked onto higher yields of building high competitive determinants. The excessive competition
and motivation among employees are interconnected with each other at HR policies within
Thomas Cook company who aims to bring on large reflective training and development within
their developed working aspects, to gain higher competitive edge benchmarks with stronger
competition.
The working parameters of innovation
External and internal factors influencing HR strategies and practice
There are various externals as well as internal factors influencing HR strategies and
practises where Thomas Cooks focuses to bring on higher factors of strengthened positions with
continuous working paradigms. Internal factors of company which influences HR strategies and
practices can be understood as that there are various demands of changes and competitive
resources coming onto management which impacts company efficiency to bring on higher
quality factors and resources through which strong rational factors can be built. Internally there
is demand of recruiting the best skilled employees and higher talented employees who are able to
gain stronger working paradigms at all levels with changing aspects of time and requirements
(Paauwe and Boon, 2018). There is also strong demand to pool in the best human resources who
are skilled and higher rational motivation are provided among all paradigms to keep them
motivated with new functional positions. The internal factors of Thomas Cook are not only

effectively developed and rational to bring on more dynamics among working paradigms within
employees working strengths but are also keenly working onto more progressive working
paradigms. Thomas Cook company aims to be stronger with changing factors of world
technological factors to aim for delivering the best rational factors of services and online
marketing factors. Internal factors are highly competitive to bring on rational factors of working
strength where employees of all departments are focused to bring the best skills of innovation
working paradigms.
External factors which influence HR strategies and practises at Thomas Cook can be
measured on the parameters where the excessive increasing competitions within Tourism and
hospitality companies are bringing forward the best skills and competitive edge benchmarks
where customers are aiming to gain best services and customised tour packages with high
specialization onto various paradigms (Pasha, Ab Hamid and Shahzad,2017). The external
demand of business expansion within international market factors also imply on the demand to
bring on new changes within HR strategies and practises at Thomas Cook where management is
aiming to be highly effective for various new advances and technical development with
exploration working paradigms. External factors of outsourcing employees within company
business framework with changing business demands, higher working standards and various new
techniques which new employees need to be trained on enable the working paradigms to be more
innovative with brainstorming avenues and groups discussions focusing onto higher quality
outputs.
LO 2
Theories and concepts relating to growth and development of strategic HRM
Growth and development of strategic HRM can be understood as one of the most
important concept where employees working standards are driven with high motivation and
functionally leveraged with best paradigms to bring on strong retaining synergy of fundamental
actions. Process and content theories are an important part of all HRM activities within company
where Thomas Cook aims to be highly productive with best training activities and resourceful
fundamental actions which enable to bring in higher quality services paradigms for longer
working strength which not only brings stronger working targets but also develops stronger
working paradigms onto larger levels for gaining higher productivity. There is Herzberg Theory

under Content theories where two factors are pragmatically focused to bring on larger innovation
at work onto reflective working paradigms, which will not only enable Thomas Cook to gain
stronger motivation among employees but also productively bring on best paradigms. Hygiene
factors such as infrastructure, cleanliness and advancement are the factors which if negatively
brought on downfall can reduce employees satisfaction levels at work and also work onto various
paradigms where the relative focus by company shall be driven on bringing advanced products
factors. The motivator factors are also important where the training and development, higher
performance appraisals and stronger working paradigms enable to bring on higher motivation
among all employees effectively. Another important theory is Vroom theory of expectancy
which comes under process theories within business framework and strongly is based onto
various paradigms where employees skills, working parameters ate focused to bring on higher
reflective working parameters where focus is towards building stronger focused synergy of
innovation, creative working force by brainstorming sessions (Ramezani, Salari and Mashhadi,
2017).
There is high focus given to motivation of employees where there is high leverage of
productive working strength and reflective working paradigms drawn on various technicality to
bring on stronger synergy of working parameters. Later Thomas Cook company also gives high
importance to training and development to employees for bringing out higher innovation and
creativity among employees working arenas for gaining stronger synergy of developed business
working fundamentals. The company regards human capital as one of the best resource factor
where their motivation and working strength is highly important to bring on new creativity
among all employees who are working at various departments. The brand has been gaining huge
competitive edge benchmarks among all factors of working strength with best leadership and
dynamic working standards to bring on stronger reflective targets of production and targets of
new technological advancement. There is higher focus of development by bringing on stronger
diversity, new innovative ideas and rational technically advanced experienced employees who
are highly effective to bring on new ideas , collaborative working strength and advanced working
determinants with new brainstorming sessions onto new paradigms with new force of higher
working standards with large quality paradigms (Roy and Devi, 2017). Leadership works as one
of the best aspect and development practice which motivates employees into various parameters

and to build resourceful ways to bring higher innovation at work which builds high quality
factors within HR strategies.
Contingency approach to HRM
Contingency approach to HRM is based on theory that management effectiveness is contingent,
dependent upon the interrelationship between application of management behaviours and
specific situations which are dynamically changing within business world. The contingency
theory to HRM will enable Thomas Cook to develop high effective working structure, technical
advancement and new rational changes as per further development requirements for higher
effective demands.
Cognitive theory
Cognitive theory of learning is based on cognitive model of human behaviour which emphasizes
the free will and varied positive aspects of human behaviour where cognitive refers to individual
thoughts, ideas and relative thinking and applications of understanding about person working
methods and the technical advancement. Cognition in learning results in not merely the response
to an individual perception of situation but also in application of internal image of external
business environment to attain the set accomplished goals.
Motivational theories:
Herzberg's theory(content theory): The herzberg theory focuses to build on motivation among
employees based on two paradigms which are hygine factors and motivator factors, which enable
us to analyse that non satisfactory hygiene paradigms reduce employees morale to work
effectively. On other hand the motivator factors such as performance appraisal, higher effective
working targets boost the motivation among employees.
Vroom expectancy theory of motivation (process theory): The vroom expectancy theory works
on the assumption that behaviour results among employees are impacted from conscious choices
among varied alternatives. The leaders should expect outcomes based on individual factors such
as personality, knowledge, skills and expertise.
L0 3
Change Management Strategies to Support HR Practices
There are rapid changes in the tourism industry which has increased opportunity and
threats for many business organisations to grow in the market. It this very essential for Thomas

cook company to analyse all the market factors a formulate effective HR strategy which
increases the performance of workforce effectively.
Stakeholder Involvement
It is very essential for company take informed decision after consulting with their
stakeholders. Thomas cook is liable to their stakeholders due to large investments in the
company and every stakeholder has the right to provide their opinions to increase performance of
the organisation (Dulger, 2017). Thomas cook has also adopted corporate governance which
increases the potential in developing effective HR strategies to improve business growth and
compete in the market.
Facilitate Open Communication in the organisation
Developing effective communication channel which helps to increase information of
employees to make effective decision. Open communication helps to analyse employee
behaviours and attitude to develop effective strategies and attain objectives effectively. Tourism
industry is increasing competition and it is very essential for Thomas cook to analyse employee
skills and knowledge which increases the potential to compete in the market and improve
customer experience effectively.
Propose Incentives
To increase the productivity of the employees it is very essential for the business to
motivate them and help them to achieve their personal goals. Incentive helps to increase the
efficiency of employees by encouraging them to achieve their personal and professional goals
and increase their job satisfaction effectively (ZENG and Liu, 2017). This also helps Thomas
cook to develop effective HR strategy which improves opportunity to gain higher profit margins
effectively. company has more than 10000 employees in different market and it is very essential
for the business to increase their potential to compete in the tourism industry as the competition
is increasing rapidly.
Redefining Cultural Values
Every organization has different attitude, beliefs, behaviours and ethics of workforce which
develops core values of the organisation and improves the productivity to achieve objectives.
Organisation culture helps to increase the efficiency to integrate all the factors with employee to
develop vision. Thomas cook has the vision to prove higher quality services and better
experiences to customers which increases the potential to improve brand value in the market

effectively (Salih, 2019). With the effective vision it also helps to formulate effective employee
policies which increase the job satisfaction of the employees and increase the loyalty to reduce
the cost of operations to gain higher profit margins effectively.
Identify Factors of change
Due to increase in the competition in the market it is very essential for business to
analyse the current market trends which can impact the performance of the organisation and
increase quality of services to improve customer experience. Thomas cook is using different
change management strategies which can helps to achieve the productivity in the market and
attract more customers effectively (Shah, 2018). Being the tour operator company as to adopt
latest technology to increase their information base which help to develop effective HR strategy
and recruit potential employees in the company.
Lewin Change management model
As per the model proposed by Kurt Lewin organisation can manage the changes
successfully in three phases. These are as follows:
Unfreeze: In the first phase organisation must identify the relevant barriers which can influence
change implementation. The identification must then be accompanied by appropriate
communication and alternatives so that change related barriers can be overcome and it can be
successfully implemented within organisation.
Changing: In the second phase staff members of organisation adopt new practices and behaviour
as they make transition from existing practices to proposed changes. The change must be
implemented carefully and stakeholders must be properly educated and provided with sufficient
time, support and resources.
Refreeze: The last phase of change management model is refreezing in which business processes
are stabilised or reinforced after successful implementation of change. It ensures that due to
difficulties staff members do not plan to revert back to old methods and changes are strongly
accepted by all members of organisation.
Another change implementation model which can be used by Thomas Cook is Kotter change
model. As per this model changes can be implemented in following phases.
8 Step change model proposed by Kotter:
Create urgency: With suitable communication and future analysis company must create need
and urgency to bring change within organisation.

Powerful coalition: In second phase companies like Thomas Cook must find strong leaders who
can inspire and motivate team members to take efforts for change.
Creating vision: In third phase of change management suitable strategies, values and long term
vision is created so that need and implementation strategy of change can be understood.
Communication: Management must communicate and address the issues, difficulties faced by
people in implementing or understanding change.
Eliminating obstacles: After communicating management must also remove all change related
barriers such as resource or lack of knowledge so that changes can be applied smoothly.
Building short term goals: Initially organisation must set smaller and short term goals so that
risk can be minimised and staff members can also be encouraged.
Build on change: Instead of quickly judging the success organisation must set goals for gaining
momentum and continuous improvement in change process.
Anchoring changes: For long term success changes must be incorporated into organisational
culture and practice.
LO 4
Measuring and Monitoring HR Practices
Human resource department is very essential part of any successful organisation which
helps to manage all the human resource to increase potential to achieve higher profit margins.
Human resource management provides measuring and monitoring of all the HR practices to
ensure the efficiency to achieve objectives and improve customer satisfaction effectively. Being
one of the largest tour operators Thomas cook has to adopt different measuring and monitoring
strategies which increases the potential of the company effectively. Monitoring and measuring
methods also helps to ensure the strategic planning efficiency which human resource department
developed.
Key performance Indicators
This is the measuring and monitoring strategy which focuses on the factors which helps
to analyse the performance of the organisation (Machado and et al., 2019). This is a framework
which is used by human resource to analyse the success of the organisation in achieving the
objectives. This strategy helps Thomas cook to develop better results in the organisation by
formulating effective strategies which are more effective to increase customer satisfaction. This

also helps to reduce the overall cost of the company to compete in the market and gain higher
profit margins effectively. This is very essential for Thomas cook to provide low price services
to customers to increase customer base and improve opportunity to grow in the market
effectively. Thomas cook has implemented average salary, average length service, employee
training satisfaction KPI strategy which improves the potential of the company to improve its
market share and expand in global market.UK is increasing its tourism demands and Thomas
cook company has to ensure that every employees is effective to research and innovate to
improve service quality for customer to increase brand value of the company effectively. KPI
also helps to analyse the employee engagement in the organisation to ensure the effectiveness of
human resource strategies and practices to grow in the market effectively. Employees
satisfaction index is monitored in Thomas cook to calculate productivity rate of the organisation
with the help of analysing their behaviour, attitude while performing the task.
Balanced Score Card
Balance score card is the effective approach which helps to measure the internal
performance of employees in the organisation (Dai, 2018). This approach helps to record the
strengths and weakness of employees of every task and compare it with previous one to ensure
the efficiency. It helps to analyse the skills and knowledge of employees and after providing
them training for the required skills to increase their productivity. Thomas cook has implemented
balanced scorecard approach to ensure every department has potential to achieve organisational
objectives in the available resources. It helps to focus on various functional areas of the
organisation which are very essential to grow in the market. Company has formulated feedback
review system which helps Thomas cook to understand all the issues and problems and improve
the productivity of employees by developing strategies and increase profit margins effectively.
Benchmarking
It is the proce4ss which is adopted by the company to compare the efficiency with more
potential business organisation in the market. This helps to set quality standards which is very
essential in hospitality industry to survive in the market (Gupta, 2020). Thomas cook has high
completion in the market as globalisation and liberalisation has increased the potential of service
business to grow in other market. Thomas cook has set their bar high to increase their internal
operation quality and also hire potential employees which increases cultural values to increase
customer trust in the organisation effectively. it is also very essential for the company to develop

effective healthy working environment which improves the consistency of service quality to
increase customer experience and brand value effectively.
Influence of HR Management for Sustainable Development for Growth
Sustainable development has increased in the tourism industry due to increase in the
environmental concerns like global warming in the international market. This also helps to
increase the goodwill of the company and protect environment at the same time (Harrison and
Bazzy, 2017). It is very essential for Thomas cook to formulate effective human resource
management strategy which supports sustainable development process and focus to grow
company effectively in the market. it helps employee relation to become loyal in the organisation
and reduce the cost to gain higher productivity to grow effectively. Thomas cook has analysed
that it is very essential for the company to retain the potential employees in the organisation to
maintain the performance to achieve the objectives effectively. this also helps to increase the
goodwill of the company in the market to attract more potential opportunities to grow. Thomas
Cook has implemented corporate social responsibility which ensures that it is very essential to
protect the environment and also improve the quality of services to gain higher reachabilty to
compete in the market effectively.
Sustainable development has impacted the recruitment process of Thomas Cook to attract
more potential employees which are having ethical values which can improve the productivity of
employees to achieve objectives in the corporate social responsibilities activities effectively. it is
very essential for company to conduct sustainable human resource strategies which helps to
provide better service quality to customers. This improves perceived value of the company in the
market to increase brand equity and gain higher profit margins to grow. Increase in the concerns
all over the world has also changed government policies in different nations this has impacted
the profit margins of Thomas cook due to higher environmental taxation. Sustainability also
company to increase innovative decisions and implement better technology which increases the
brand awareness in the market and reduce the cost effectively. This helps to provide better
growth opportunity to compete in the market. Thomas cook has already invested in much digital
technology which ensures the survivability in market in the future.
Thomas cook should develop training and development programs in the organisation
which increases he performance of employees and help them to connect with cultural values and

vision of the company effective. Company also should develop employee handbook to increase
their knowledge and increase sustainable development process effectively. Adopting new leader
which has efficiency to influence employees can improve the opportunity for Thomas cook to
grow in the market and compete effectively (Wadhwa and Guthrie, 2018). Sustainable human
resource development should also develop effective marketing strategies which increase
customer satisfaction and make the loyal to increase customer base and generate high revenue
effectively.
CONCLUSION
This report concludes that it is very essential for business organisation to0 determine
current trends which helped to increase business development effectively. report provided
information about different internal and external factors which impacted the business growth in
the market to formulate effective HR strategy. It is also analysed that HRM growth and
development strategy helped company to improve the performance of their employees and
achieve objectives effectively. Due to increase in the competition in the market change
management has to be adopted which increased opportunity to grow effectively in the market.
Report highlighted different monitoring and measuring strategies which helped HR strategy of
the company to improve the performance and ensure sustainable development. Hospitality
industry has impacted environment badly and it was very essential for the to adopt sustainable
development in HR strategy which increases the potential to attract more customers and increase
brand value with higher profit effectively.

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