Understanding hospitality industry

Understanding
Hospitality Industry

Contents
PROJECT 1.....................................................................................................................................1
INTRODUCTION.......................................................................................................................1
Define different types of businesses within hospitality industry.................................................1
Organisational structure of hotel Crowne Plaza and its inter- relationship of different
departments..................................................................................................................................1
Direct and indirect impact of hospitality industry on UK economy and country which it
expands........................................................................................................................................2
How global, franchising and licensing development contributes in economic worth of
hospitality industry......................................................................................................................2
Range of different operational roles in Hotel Crowne Plaza.......................................................3
Skills required for different roles at Hotel Crowne Plaza and current shortage in the market....3
Contemporary factors driving skills shortages and high labour turnover....................................4
Impact of skills gaps on Hotel Crowne Plaza and recommend valid solution............................4
CONCLUSION............................................................................................................................5
PROJECT 2.....................................................................................................................................6
INTRODUCTION.......................................................................................................................6
Critical impact of external factors on business............................................................................6
SWOT analysis of hotel Crowne Plaza and its influence on decision making process...............7
Factors impacting on product and services of Hotel Crowne Plaza............................................7
Critical evaluation of implication of current and potential trends affecting hospitality industry7
Ability and responses of Hotel Crowne Plaza to current and potential trends............................8
CONCLUSION............................................................................................................................8
REFERENCES................................................................................................................................9

PROJECT 1
INTRODUCTION
Hospitality industry covers wide range of operations which they can operate as accommodation,
dinning, conference hall, banquet halls, etc. Hence this is one of the major growing sector in
industry. As per change in demand and requirement of consumers, it is important for
management of hospitality industry to understand and evaluate it. There is complete and specific
information about consumer demand, so it is important to provide them it (Walsh, Chang and
Tse, 2015). This report is based in Hotel Crowne Plaza which is big brand under hospitality
industry and provides lavish services to consumers. In this report, there is discussion about
different business covered under hospitality industry, structure of hospitality industry and inter-
relationship among different departments. It also provides information about operational roles
and contribution of hospitality industry in local, national and international level. This also
provides information about different range of operations within hospitality industry and skills
required for performing operations properly.
Define different types of businesses within hospitality industry
There are different types of hospitality operations which provides consumer satisfactory services
which they want as per their demand. Hospitality industry covers hotels, motels, restaurants,
conference halls, etc. Hotel is the organisation which provide facility for staying, dinning,
playing and others. There is different rating in the hotels, as much as it rates it will be expensive.
Motels are the places which are at highway roads and it contacts two cities. This is used by
people for the purpose of refreshment in between travelling (Walsh, Chang and Tse, 2015). They
provide food and resting areas to consumers. Restaurants are the destination which serves with
varieties of food to consumers, so people go ask for their favourite food. Conference hall is the
place which is large space provided for fair, meeting, exhibition or any other event. These are
some differ types of hospitality organisations in industry satisfying different needs of consumers.
Organisational structure of hotel Crowne Plaza and its inter- relationship of different departments
Organisational structure of hotel Crowne Plaza must be divisional because there are many
departments working together for providing satisfactory services to consumers. This is the way
through which operations are divided among different departments and they have to work one
after another. This is the way through which consumers at hotel Crowne Plaza also aware about
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department to whom they have to communicate. For instance: there is requirement of cleanliness
in room, then they will communicate with front office department (Bharwani and Jauhari, 2017).
But front office will communicate to housekeeping of specified floor. Hence this ease the
working style and employees are also aware to whom they are accountable and responsible for.
There is direct inter- relationship among workers of food and beverages production and
purchase department. For instance: there is change in demand of consumers because of
difference in geographical region, then food and beverages production department will ask
manager of purchase department to arrange some of the food items, hence there is direct and
clear communication and wastage of resources is also less.
There is relation between research and department and marketing department of Hotel
Crowne plaza because research and development department have knowledge about complete
and specific information about trends and demand of consumers, hence they communicate this to
market department, so advertising activities are planned accordingly. This improves growth
prospects for association and they are able to excel in industry (Kim, Vogt and Knutson, 2015).
Direct and indirect impact of hospitality industry on UK economy and country which it expands
Hospitality industry is one of the fastest growing organisation in industry. This provides
employment to many people, through which their living standard can be improved. There is
positive impact on UK economy with hospitality industry because there is foreign exchange,
improvement in GDP, tax income, etc. with country growth is possible. When there is regular
income from tourist, then UK will also famous as best tourist destination. Hence it is clear that
local people is getting positive impact. Hence there is positive direct and indirect impact on UK.
If business will expand at South African country Egypt, then there will positive impact on
country. There will better political relations among African and UK government. Hence this will
make more business scope for both the countries. There will more scope for business because
people from different country will visit, so social life will also improve (Chen and Lin, 2015).
European People will came to know about foreign country trends as well, so they remain updated
and trendy. So there will economic as well as social growth of African country Egypt.
How global, franchising and licensing development contributes in economic worth of hospitality
industry
In earlier years, it is not easy for people to operate in external country because there is difficulty
in performing so. But in current days, there are different etc. ways through which business
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expansion is possible. Some of the ways are licensing, franchise and collaboration, etc. there is
proper understanding about these policies and norms which operations can be performed easily.
Licensing is the process under which legal document is allotted by managers of Hotel Crowne
Plaza to some other party for conducting operations on their name. franchising is the way
through which management of an organisation allows other to use their name for some specified
time. There is some fee which has to be paid by franchisee to franchisor. In order to ascertain and
understand policies which might get changed because of change in legal policies of a country
(Kandampully, Zhang and Bilgihan, 2015). Hence with the help of different entry modes. It is
easy for organisations to expand globally. When there is change in working policies, then it is
important to make changes as per external market. Hence with the help of different entry modes,
it is easy for managers to understand the ways through which they can ascertain ways of
expansion.
Range of different operational roles in Hotel Crowne Plaza
There are many operational roles which has to be plays through which quality of services
can be improved. It is important to ascertain changes which are taking place in market because
these are the reasons due to which consumer demand gets affected. when employees of Hotel
Crowne plaza are working in different departments such as finance, sales, housekeeping, HR,
marketing, food and beverages, so it is easy to provide quality services to them. Some
operational roles in Hotel Crowne Plaza is as under-
Human Resource- This is the role in which individuals have to deal with employees
working in the organisation. As there are many organisations working in Hotel Crowne Plaza, so
it is essential to manage them and maintain positive relations with them. Apart from this if there
is requirement of personnel, then it is hired by HR managers. So they are responsible for getting
best and talented individual (Solnet, Kralj and Baum, 2015).
Security- In hotel, there is important role of security because as many consumers arrives,
hence they are responsible for analysing that all the present candidates are authentic. In case of
any theft or any other negative act, they are responsible and accountable to top level management
of Hotel Crowne Plaza.
Skills required for different roles at Hotel Crowne Plaza and current shortage in the market
There is requirement of some skills and knowledge while working in hospitality industry because
of more competition in industry. When individual is skilled, then they can handle client properly
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and analyse their demand as well. Some skills which has to be present in different roles are-
leadership, communication skill, innovation, convincing skills, calm and patient, decision
making, good interpersonal skills, etc. with the help of which they can provide better services to
consumers. With the help of communication skill, it is easy to communicate with different
department and appropriate information can be transferred in appropriate manner. Innovation
skill is important in hospitality industry because consumer gets bored if they are served with
regular services and as there is difference in expectation of consumers, so when innovative
techniques are implemented at Hotel Crowne Plaza, then satisfaction to consumers can be
provided (Bowie, Buttle, Brookes and et. al., 2016).
But in current market, there are skills in which individuals are still lacking such as remain
calm and patient. There is some situation in which worker’s loss their patience, so in this case
consumer might get dissatisfied because they are not served with best services. There is lack of
decision making skill, this is because dynamic business environment and difference in perception
of workers of Hotel Crowne Plaza.
Contemporary factors driving skills shortages and high labour turnover
There are some factors due to employees are not up to the mark and are not performing
operations in better and effective manner. For instance: if employee is not able to take decision,
then in this case there is issue in management of organisation because they are not giving
opportunity to employees to take small decisions. so some factors which cause skill gap and give
negative impact on over all organisational performance are- lack of training program,
communication gap among employees and top level management, lack focus on feedback, less
analysis on research and development, lack of work force engagement, etc. these are the factors
due to which skill gap arises. when workers do not have opportunities of expansion, then in this
case they do not feel responsible and leave the organisations. This increase rate of labour
turnover (Bavik, 2016).
Impact of skills gaps on Hotel Crowne Plaza and recommend valid solution
Due to this skill gap, there is negative impact on organisational performance because
workers are not able to give their best. When employee is not able to take decision properly, then
they are not able to perform actions in case dynamic situation. For instance: consumer ask for
some instant service and if front office personnel do not have right answer his/ her query and
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they take time for asking top level management, the this is time consuming and consumer might
not prefer to avail services from them.
In order to deal with this situation and fill skill gap, there are some recommendations
through which organisational performance can also improve.
There must be regular communication with workers and in case of some genuine issue,
corrective actions must be taken. Some decision making rights must be provided to workers, so
they can deal with consumers more effectively but they might be responsible and accountable for
their decision as well. Managers must also work with subordinates, so familiar and positive
relations can be made with workers (Ali, Amin and Cobanoglu, 2016).
CONCLUSION
From the above information, it is clear that there is scope in hospitality industry but there are
some common factors as which has to be considered. As per change in demand of consumers,
management of hospitality industry have to alter their working style as well. There is positive
impact on economy of UK as well as Egypt where business operations are operated. With the
help of franchising, licensing, global growth business expansion becomes legal and easy for
associations. There must some right to workers, so labour turnover can be reduced. Training has
to be provided which assist in improving outcome of workers.
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PROJECT 2
INTRODUCTION
This presentation talks about hospitality industry and its trends. This is based on Hotel Crowne
Plaza which is providing services in different countries under hospitality industry. In this
presentation, there is discussion about, impact of external factors on organisation growth and
development. It is essential for managers to understand ways through which they can ascertain
policies and make change in their operations accordingly (Mandal and Vong, 2016). There is
study about internal strength and weakness of association. This talks about impact of current
market changes on operations of Hotel Crowne plaza.
Critical impact of external factors on business
In order to understand and evaluate external factor, PESTLE analysis will be studied.
Political factor talks about government policies such as tax policies, employment policies,
etc. In London political factor is stable and government promotes hospitality industry, hence it is
easy to operate business but proper rules and regulations have to be followed.
Economic factors say about GDP, inflation rate, etc. of the country. Economic growth of
London is high as there are many people come to visit this country. Hence in this case operating
hotel is easy and more profitable.
Social factor of London is diversified there are different types of consumers with various
demand. Hence in order to operate in this country, there must be use of new and innovative style
of working (Jones, Hillier and Comfort, 2016).
Technological development is London is fast, hence there must be proper arrangement
for funds through which new technology can be implemented, so is approach this is costly
approach to operate in London.
Legal factors say that there are different laws such as remuneration act, equality act, etc.
which has to be considered by managers of Hotel Crowne Plaza for successful running of
business. for this they must hire legal personnel who have complete and specific knowledge
about it.
Environment of London is good, so it is easy to run operations and provide satisfactory
services to consumers.
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From the above discussion, it is clear that managers of Hotel Crowne Plaza can operate
easily in London because the external environment factors are favourable, but they must follow
all the legal aspects to avoid legal party interference.
SWOT analysis of hotel Crowne Plaza and its influence on decision making process
SWOT analysis is the study of internal positive as well as weak factors which affects
business growth and expansion. SWOT analysis of Hotel Crowne Plaza is as under-
Strength- They have good brand image in market through which they can expand easily.
But managers have to frame policies through which best and satisfactory services can be
provided which affects decision making (Semeradova and Vávrová, 2016).
Weakness- Hotel Crone Plaza have low marketing strategies due to which some discounts
and offers, so in this case managers of hotel have to frame policies and alter decisions to
overcome with it.
Opportunity- There is opportunity to expand business in other country through which
they can target more consumers. This requires to make decision as per strategies to expand
business.
Threat- This is the decision making to deal with legal case and making provision to
secure future and manage financial condition of country.
Factors impacting on product and services of Hotel Crowne Plaza
There are different factors which has to be considered by managers of Hotel Crowne Plaza which
affects business growth and development such as pricing strategies, competitor’s policy, new and
innovative marketing strategies, change in consumer demand, etc. These are the factors which
impacts on products and services of hotel. When there is change in demand of consumers then
management of Hotel Crowne Plaza also have to alter their services (Lee, 2016). If competitor
come with some promotional discount offers, then they also have to come with. As there are
many competitors of hotel Crowne plaza, so it is essential that management have to analyse
market regularly through which they can ascertain changes and implemented in organisation.
Critical evaluation of implication of current and potential trends affecting hospitality industry
There are many changes which are taking place in current market such as change in demand of
consumers, market strategies, taking feedback, employee engagement, wider scope of hospitality
operations, expansion of business, different strategies for operating in different countries, etc.
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Due to these changes in hospitality industry, growth prospects increase but at the case, it is
important regular market analysis is essential. Initially consumers are served with repetitive
services, but in current market, it is not so. Hence managers of hospitality industry have to come
with new and innovative style. This provides satisfaction to consumers but in case of lack of
proper communication, there is wastage of resources. Due to frequent change in consumer
demand, sometimes employees cannot accept new change frequently due to which good
impression cannot be provided to consumers (Schuckert, Liu and Law, 2015). In order to deal
with this situation, managers of hospitality organisation must use new and innovative style with
which they can provide satisfactory services.
Ability and responses of Hotel Crowne Plaza to current and potential trends
Management of Hotel Crowne plaza is adaptable to these current trends. They have knowledge
about external market and perform actions in lieu of it. But there are some factors as well which
has to be considered for getting more better outcome. These are the trends which are taking
place in current market and in order to maintain good bard image in market, it is essential these
factors have to be understood ad implemented in organisation. As per change in working style of
association, there is requirement of communication with workers, so they can accept it and
provide appropriate outcome (Hwang and Lyu, 2018). Employees are the source through which
organisational development of Hotel Crowne Plaza is possible. When there is change in some
techniques, ten reason of it and impact have to be communicated. Hence it is clear that
implication of current market trend on hotel Crowne plaza is positive.
CONCLUSION
From the above discussed presentation, it is clear that there are many changes in current market
trends in hospitality industry which has to be considered. When there is proper and appropriate
communication with workers, then it is easy to understand policies implemented. But at the same
time if changes in operations are required, then it is essential for managers to evaluate change
with its positive and negative outcome. This gives correct and relevant services with which
consumer satisfaction can be achieved. External market of London is positive for hospitality
industry, hence it is easy to operate business, there. Managers of organisation must focus of
positive as negative factors within organisation and decision must be taken focusing over it. This
increases possibility of organisational growth and development in industry.
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REFERENCES
Books and Journals
Ali, F., Amin, M. and Cobanoglu, C., 2016. An integrated model of service experience,
emotions, satisfaction, and price acceptance: an empirical analysis in the Chinese hospitality
industry. Journal of Hospitality Marketing & Management. 25(4). pp.449-475.
Bavik, A., 2016. Developing a new hospitality industry organizational culture
scale. International Journal of Hospitality Management. 58. pp.44-55.
Bharwani, S. and Jauhari, V., 2017. An exploratory study of competencies required to cocreate
memorable customer experiences in the hospitality industry. In Hospitality Marketing and
Consumer Behavior (pp. 159-185). Apple Academic Press.
Bowie, D., Buttle, F., Brookes, M. and Mariussen, A., 2016. Hospitality marketing. Routledge.
Chen, M. H. and Lin, C. P., 2015. Understanding corporate philanthropy in the hospitality
industry. International Journal of Hospitality Management. 48. pp.150-160.
Hwang, J. and Lyu, S. O., 2018. Understanding first-class passengers' luxury value perceptions
in the US airline industry. Tourism management perspectives. 28. pp.29-40.
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, L. Y. S., 2016. Hospitality industry web-based self-service technology adoption model: a
cross-cultural perspective. Journal of Hospitality & Tourism Research. 40(2). pp.162-197.
Mandal, P. and Vong, J. eds., 2016. Development of Tourism and the Hospitality Industry in
Southeast Asia. Springer.
Schuckert, M., Liu, X. and Law, R., 2015. Hospitality and tourism online reviews: Recent trends
and future directions. Journal of Travel & Tourism Marketing. 32(5). pp.608-621.
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Semeradova, T. and Vávrová, J. N., 2016. Using a systemic approach to assess Internet
marketing communication within hospitality industry. Tourism Management
Perspectives. 20. pp.276-289.
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.
Walsh, K., Chang, S. and Tse, E. C. Y., 2015. Understanding students’ intentions to join the
hospitality industry: The role of emotional intelligence, service orientation, and industry
satisfaction. Cornell Hospitality Quarterly. 56(4). pp.369-382.
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