Environmental Behavior in Green Lodging Context

The provided text appears to be a collection of academic references related to environmental behavior and hospitality. It includes studies on the impact of service performance on quality of experience and brand loyalty, as well as the effects of firm factors on dynamic efficiency. The text also discusses customer co-creation of value in tourism and hospitality, social entrepreneurship for hotels, and environmental education. A Pestle analysis of Four Seasons Hotel is included, providing a comprehensive overview of the topic.

THE CONTEMPORARY
HOSPITALITY INDUSTRY

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
P4 A Range of different operational roles within hospitality industry.......................................1
P5 Skills required for roles within hospitality industry and current shortages in four seasons
hotel.............................................................................................................................................2
P6 PESTLE Analysis of four seasons hotel................................................................................4
P7 SWOT Analysis of four seasons hotel...................................................................................6
P8 Current and potential trends in hospitality industry with examples......................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
The contemporary hospitality industry is a field of service industry which includes
providing food and drink service, theme parks, event planning, transportation, travelling and
other fields within tourism industry (Baum, and et.al.,2016). In this report for better
understanding of hospitality industry, four seasons hotel is taken. The hotel is providing luxuries
services to their customers and guests. Four seasons hotel has its best sightseeing which attracts
most customers (The Four Seasons Hotel Hampshire. UK, 2015). The report will cover different
operational roles within industry of hospitality. Also, this report will highlight skills required in
hospitality industries and current gaps of four seasons hotel will also be discussed. Report will
lay emphasis on PESTLE and SWOT analysis of Four season hotel to understand the micro and
macro factors that affects their decision making and development. Some examples will also be
highlighted about current trends in hospitality industries.
MAIN BODY
P4 A Range of different operational roles within hospitality industry
Operational role of hospitality industries is mainly dealt with customers, staff members and
bosses to keep a smooth working environment. Some operational roles will be discussed below
as:
 Front office
Person assigned to perform this role mainly welcomes guests, assign rooms, allot rates and
registration. Check out and guest’s queries are handles by them. The front office of four seasons
hotel includes cashier, reservations agent and night audit which is a shift of 11:00 pm – 7:00 am,
all of them has different responsibilities towards their guests as well as hotel (Dogru, 2016).
Hotels are performing to give their best to perform the roles of front office because this is an
initial impression a guest assume while coming to hotel for further experience.
 Housekeeping
These individuals are hired as a part of room division which includes laundry services within
hotel. Also, these members of staff are responsible for ironing, drying and washing of all the
stuff in laundry (Fountoulaki, Leue, and Jung,2015). The operational role of housekeeping also
includes role of room attendants who cleans rooms and public spaces of hotel. There is also a
role of inspection held by a manager who supervises and checks all tasks of housekeeping are
done well.
1

 Uniformed services
These operational role includes personnel of bell staff, valet, and door persons. The roles
assign to bell person is to take baggage of guests to their rooms, introduce them to hotel services.
Valet is a person who is belonged to roles regarding safety and security of parked vehicles of
guests. Door person is person who conveys baggage of guests from their vehicles to hotel
reception. These services provided guests an experience of luxury for which they tend to come
again in the future. By the proper functionality of any hotel these roles need to be properly
performed (Han, 2015).
 Catering and banquet
The operational role also includes catering and banquet services offered to guest. A highly
professional staff is hired for this purpose so that guests get the best quality services. By
performing this role, a hotel can generate a lot of revenue (Hosseini, Zainal, and Sumarjan,
2015). The catering services is depended on clients wishes and their desire for food. Banquet hall
is an attraction for guests because there are several waiters and bartenders available to execute
and ready to serve order to guest. A hotel with amazing catering and banquet department only
works in competitive industry of hospitality.
 Human resources
The role of human resource manager is very essential for a good relationship with staff and
guests. Main role of Human resource manager includes provide training to members of staff and
to maintain labour relation they execute compensation programme and Medicare facilities
(Lashley, 2015). Also, they deal will the queries of guests which helps them to get a proper
guidance.
P5 Skills required for roles within hospitality industry and current shortages in four seasons hotel
ROLES SKILLS REQUIRED SHORTAGE IN FOUR
SEASON HOTELS
front office,
housekeeping and
uniform services
The hotel for fulfilling room division
services like front office, housekeeping
and uniform services need to ascertain
excellent consumer service skills.
These services performed by a hired
individuals of the hotel (Baum, and
Four seasons hotel is providing
excellent services at front office
and housekeeping services. But
they lack in providing uniform
services which is an essential
element. The shortage in skills of
2

et.al.,2016). The personnel hired for
performing this kind of services should
be polite, humble and eager to serve
guests by attending them at parking and
carry baggage of guests for their
convenience.
front office manager is that they
can-not communicate well and
make proper decisions.
Food preparation
and serve them to
guests
The skills which highlights in preparing
food is efficiency of cook. Cook should
know how to use kitchen equipment
like espresso machine. Also, cook
maintain cleanliness in kitchen while
preparing food. Therefore, the cooks
have cleanliness skills.
Serving is depended on waiters and
waitresses of the hotel. So, these
personnel should be well mannered and
knows how to treat guests. They should
be polite and follow the orders of
guests.
Four seasons hotel is providing
excellent quality food with proper
cleanliness within their kitchen.
But, their waiters and waitresses
are not that efficient that they can
easily deal with guests.
Sometimes, they argue and
because of mismanagement they
forget to deliver right orders to
guests (Manhas, and
Tukamushaba, 2015).
Good relationship
with staff as well
as guests (Human
resource
manager)
The Human resource department of
hotels should be capable enough to
maintain good relationship with staff
and guests. Management personnel
should be well equipped with problem
solving skills, leadership skills, soft
skills and social skills. Also, the
manager should have excellent
communication skills and a good
listener for better two way
communication.
The hotel Four season has a
Human resource department but
their management is not that
sorted. They often confuse with
their working in such a huge
hospitality department. They did
not able to manage their
workforce which leads to increase
in turnover and behaviour of staff
members with other guests. Skill
short is that problem solving skill
3

is low
Event planner
The hotel industry must be good at
planning events of official meetings
and marriage functions (Mody, Suess,
and Lehto, 2017). The department
should know about event tactics and
able to entertain guest with their
services. They should be creative with
their events.
Four season hotel able to manage
good events in their premises. But
they are not treating their
employees as a part of the hotel.
Therefore, employees work with
the least interest (Yeh, Ma, and
Huan, 2016). The staff members
not willing to contribute any
innovating suggestion. That is
why they are not offering any
successful events. The
coordination skill is short here.
P6 PESTLE Analysis of four seasons hotel
Figure 1: Pestle analysis
Source: (Pestle analysis of Four Seasons Hotel, 2016)
Political Factors
 Taxation policies
The hotel Four season is facing lower taxation policies, which resultant higher profits for the
hotel. Also, this increases spending power of four seasons in research and development.
 Changing policy with new government
4

New government bring with the change in policy. It is depended on ratio of corruption and
crimes new government is managing. New government make changed in taxation that affects
functionality of four seasons hotel. Like for example Decision making of budgeting is depended
on taxation policy formulated by government. It affects the organization as they have ti make
new norms according to the government policy that might increase their cost.
Economical Factors
 Financial markets
The financial transactions of Four season hotel is depended on availability of finance in
market. The easy liquidity availability helps Four season hotel to expand globally. This helps
hotel to grow and develop.
 Availability of infrastructure
Four season hotel has developed enough infrastructure to improve their businesses. Now the
hotel is dealing in tier 2 and tier 3 markets. Like for example if the labour rate increases in the
country then it will reduce profitability aspects of company.
Socio cultural Factors
 Health and cleanliness
The quality of food of hotel is very renowned because the cooking department is professional
in their working and maintain hotel's kitchen very well (Mody, Suess, and Lehto, 2017). Like for
example They clean the kitchen every month and manages to maintain fresh quality food to
avoid any hazard. Clean and healthy food attracts more number of customers in the hotel.
 Culture of hotels
The natives of UK prefer to eat at hotels rather than cooking at home. So, there are more
number and varieties of hotel available in UK. Although this creates intense competition for
them but on the other hand the culture of meals at hotel increasing growth and development of
hotel as well.
Technological Factors
 Online booking
Like for example The hotel serves their customers a facility of online bookings which prevails
the guest to book in advance their holiday and hence saves their time. Also, these bookings are
helpful for the hotel because by getting proper booking detail in advance they get a proper
management of resources needed and balance their budget accordingly.
5

Legal Factors
 Environment Laws and guides
The hotel is very friendly towards environment which attracts more number of customers as
they following environmental law and also they gain political support (Mody,Suess,and Lehto,
2017). It impacts in positive way as by following all the environmental law company is making
good image in market.
 Employment law
The four seasons hotel is providing employment to natives of UK which is an element of
employment law. For this they gain political support which helps them to prevent in licensing
and other hazards. Like for example company is also engaged in providing equal pay to workers
working at same level.
Environmental Factors
 Weather changes
The number of guests in particular hotel is depended on whether or climatic change of the
country. In month of December there is huge number of customers went for holidays. Like for
example In this season the hotels like Four seasons have numerous guest which leads them
towards profitability and growth. This time they need to take fast decisions for achievement of
success in hospitality industry (Norum, 2018).
P7 SWOT Analysis of four seasons hotel
Strengths
 Huge market coverage as Four Seasons Hotels operates in 47 countries worldwide and
have more than 80 properties (Omar, Ariffin, and Ahmad, 2016).
 Strong brand name, as the customers are attracted from the name itself.
 Four Seasons offers Leisure activities such as golfing, skiing, tennis, fishing, family
travel, scuba and water sports, along with Hospitality and catering service.
 Four Seasons Hotel is dependent on Travel and Tourism industry, which is the world's
largest commercial industry. Thus, there is a rise in Hotel growth due to growth in
Tourism Sector.
 Four Seasons hotels is a global industry with highly international markets across Europe,
Asia and Middle East countries.
6

 Four Seasons has 45000 employees working under it, and the company provides
sufficient opportunities as well. So there is availability of Young staff as well and
resulting to no shortage in manpower. Four Seasons Hotel is listed in the top ten hotels in the world for three consecutive years.
Weaknesses
 Four Seasons does not own any properties as it operates on the behalf of real estate
owners and developers.
 Four seasons have a very low profit margin as the Hotel earns only 3% of gross total
income and 5% from the property it operates (Yeh, Ma, and Huan, 2016).
 High rates of the rooms offered for accommodation facilities. Instability of financial position as due to low profit margin operations.
Opportunities
 Four Seasons Hotels has 40 projects under construction, which will lead to greater
expansion opportunities for the company (Serra-Cantallops, and et.al.,2018.).
 The hotel provides adequate employment opportunities resulting in the availability of
skilled and productive staff.
 The increasing trend of Tourism and Travel sector, more people are engaged in travelling
which increase the opportunities for Four Seasons.
 The trend of higher demand in the hospitality sector also pays a way for Four Seasons
Hotels. Opportunities to expand the business in new markets like USA, India and generate more
revenue.
Threats
 Political factors that impact the Tourism industry also creates impact of downfall on Four
Seasons Hotel business.
 Threats from number of competitors from the same industry that is TUI, Thomas Cook.
7

 Low profit margin over its service, restricts Four seasons tow grow and expand its
business.
 Due to Economic slow down in various countries of Europe, Four Seasons sales revenue
declines as of fewer customers wanting the service (Omar, Ariffin, and Ahmad, 2016).
 Due to exchange rates fluctuations in different countries the revenue of Four Seasons is
not stable many times.
 With an increasing population and workforce there is difficulty in availability of skilled
workforce and resulting into overcrowding of labours.
SWOT can impact the decision making of Four seasons as company can work on increasing their
market share by expanding the company in new market. This can help them in making their
organization more better. Also they can engage in analysing the competitors.
P8 Current and potential trends in hospitality industry with examples
Technology trends- Mobile devices can be an effective way to improve the efficiency of hotel
staff and to make them more accessible to guests. However, one tech trend is that trending
towards an increase in cyber threats and customer data breaches. For guests who have mobile
devices that connect to IT infrastructure, this also makes more vulnerable to cyber-attacks.
Food and beverages
Another trend which is getting popular nowadays is food tourism. In this type of tourism, hotels
and resort focus to offer local taste of food to the guest arrived (Roeffen, and Scholl-Grissemann,
2016.). This trend is getting popular over the world and a luxurious hotel like Four seasons can
easily adopt this and can promote food tourism. They can provide local ingredients as a gift to
attract tourist. Four Seasons can provide variety of food according to the taste and preference of
consumer.
 Grey tourism
Grey tourism is trending nowadays. This group of tourism is mainly related to elder or senior
citizen who visit to different countries for exploring and experiencing the culture. In UK,
numerous tourists came every year from different countries like China, Russia, Brazil etc
(Stansbie, and Nash, 2016). For which hotels like Four seasons attract more guests to their hotels
by availing them a Medicare facility, proper diet meals, or discount coupons. By these tactics,
four seasons can attain profitability and came out as a strong entity in front of competitors.
8

 Culture tourism
UK is known for world class destination for heritage and culture. Many tourists visit UK for
experience the loyal culture and history. Promoting this culture can be found an opportunity for
four seasons hotel. They can manage tours for sightseeing in UK to attract tourists. They can call
local artists in the hotel to entertain their guests. By these tactics they can attract tourist and their
image also build in the mind of guest as well as nation. As they are promoting culture of UK.
Four seasons can celebrate various occasions according to culture of consumers.
 Family tourism
This tourism is focusing on promoting family togetherness and to keep bonds of family alive.
Families of different countries visit to UK for making memories of togetherness and happiness.
Four seasons hotel can attract more number of families towards their hotel by offer them family
discounts, family random pictures and meals and foods for family at a special reserved place
(Parte-Esteban, and Alberca-Oliver, 2015). This can promote four seasons towards growth and
attract new set of customers.
 Sports tourism
Many fans in holidays visit UK to watch Football Premier league and cricket test match
(Yeh, Ma, and Huan, 2016). Which four seasons can use as an opportunity to grab customers.
They can sponsor teams of football and cricket to gain customer base, by attracting fans. Also,
they can arrange special seats arrangement in auditorium for the guest of Four seasons. By this
they promote sports tourism towards their country and attain profitability as well as growth.
CONCLUSION
This report was concluded that different operational roles of Hospitality industry. These
roles are towards the services provided in the hotels. Better the services provided by the hotel
that attracts more number of customers. Then report was discussing about skills needed for
performing these roles. Also, the shortages of four season hotels were also discussed in the
report. Four seasons have many gaps that need to be fill for successful accomplishment of
profitability and growth. Then comes PESTLE and SWOT Analysis which affects the decision
making, development and helps to gain competitive advantage of the hotel four seasons. At last
the report was highlighted about current and potential trends that four seasons can follow to
attain success and profitability in the field of hospitality.
9

REFERENCES
Books and Journals
Baum, T., and et.al., 2016. Sustainability and the tourism and hospitality workforce: A thematic
analysis. Sustainability. 8(8). p.809.
Dogru, T., 2016. Development of the Hotel Industry in China: Mega-Events, Opportunities, and
Challenges. E-review of Tourism Research. 13.
Fountoulaki, P., Leue, M.C. and Jung, T., 2015. Distribution channels for travel and tourism: The
case of Crete. In Information and Communication Technologies in Tourism 2015 (pp.
667-680). Springer, Cham.
Han, H., 2015. Travelers' pro-environmental behavior in a green lodging context: Converging
value-belief-norm theory and the theory of planned behavior. Tourism Management. 47.
pp.164-177.
Hosseini, R.S., Zainal, A. and Sumarjan, N., 2015. The effects of service performance of hotel
customers on quality of experience and brand loyalty in Iran. Procedia-Social and
Behavioral Sciences. 201. pp.156-164.
Lashley, C., 2015. Hospitality experience: an introduction to hospitality management.
Manhas, P.S. and Tukamushaba, E.K., 2015. Understanding service experience and its impact on
brand image in hospitality sector. International Journal of Hospitality Management. 45.
pp.77-87.
Mody, M.A., Suess, C. and Lehto, X., 2017. The accommodation experiencescape: a comparative
assessment of hotels and Airbnb. International Journal of Contemporary Hospitality
Management. 29(9). pp.2377-2404.
Norum, R., 2018. From welcome to well... come: the mobilities, temporalities and
geopolitics of contemporary hospitality–commentary to Gill. Fennia-International Journal of
Geography. 196(1). pp.111-117.
Omar, M.S., Ariffin, H.F. and Ahmad, R., 2016. Service quality, customers’ satisfaction
and the moderating effects of gender: A study of Arabic restaurants. Procedia-Social and
Behavioral Sciences. 224. pp.384-392.
Parte-Esteban, L. and Alberca-Oliver, P., 2015. New insights into dynamic efficiency: the
effects of firm factors. International Journal of Contemporary Hospitality Management. 27(1).
pp.107-129.
10

Roeffen, D. and Scholl-Grissemann, U., 2016. The importance of customer co-creation of value
for the tourism and hospitality industry. In Open Tourism (pp. 35-46). Springer, Berlin,
Heidelberg.
Serra-Cantallops, A., and et.al., 2018. Progress in Research on CSR and the Hotel Industry
(2006-2015). Cornell Hospitality Quarterly. 59(1). pp.15-38.
Stansbie, P. and Nash, R., 2016. Customizing internship experiences by emphasis area: The key
to increased satisfaction and motivation in hospitality and tourism management students.
Journal of Hospitality & Tourism Education. 28(2). pp.71-84.
Yeh, S.S., Ma, T. and Huan, T.C., 2016. Building social entrepreneurship for the hotel industry
by promoting environmental education. International Journal of Contemporary
Hospitality Management. 28(6). pp.1204-1224.
Online
Pestle analysis of Four Seasons Hotel. 2016. [ONLINE] Available through: <
https://www.business-to-you.com/scanning-the-environment-pestel-analysis/>
The Four Seasons Hotel Hampshire. UK. 2015. [Online]. Available through :
<http://travellersplaces.com/the-perfect-country-break-the-four-seasons-hotel-hampshire-uk/>.
11