Role of Branding in Global Tourism and Hospitality Services

This report discusses the major contemporary issues in the hospitality and tourism industry, including shortage of labor and skills, technology and social media, evolving customer expectations, and global uncertainty about safety and security. It also explores the range of issues at the global level, such as escalating operating costs, increasing energy costs, and the impact of renovation and construction costs. Additionally, it examines the factors that influence future development in the global hospitality and tourism industries, including economic, environmental, transportation, and technology factors. Finally, it highlights the role of branding in the global tourism and hospitality services, including its impact on market share and return on investment.

Global Hospitality and
Tourism Industries

Contents
INTRODUCTION...........................................................................................................................3
Task 3...............................................................................................................................................3
Discuss of major contemporary issue that are related with hospitality and tourism industry 3
Range of different issue that exist at global level in hospitality and tourism industry..........4
Factors that influence future development in global hospitality and tourism industries........5
Role of branding in global tourism and hospitality services..................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
The term global hospitality industry works as a leading international executive that
specializes in identifying, evaluating and placing leadership in hospitality industry to manage
operations and functions at global level. Globalisation enhances tourism the global share that
makes an activity more effective for enhancing usual environment to make business more
constructive. This report is written from perspective of Cromwell international hotel which
provides effective hospitality services to its clients. Moreover, the report highlights on issue
related with hospitality industry at local and global level and it also include aspects that relates
with future development of organisation (Bharwani and Mathews, 2016. In the last, role of
branding in global hospitality and tourism industry is also included in this report.
Task 3
Discuss of major contemporary issue that are related with hospitality and tourism industry
From the last few years, investors and hoteliers are increasing awareness about
acknowledging information about hotel operations and developments. There are various factors
are contributed to enhance the desire of hotel owners and operators which enhance company
profits that reduce cost of operations. Some of the major issue that are faced by hospitality and
tourism industry is mention as follow:
 Shortage of labour and skills- Hospitality industry is facing various challenges due to
change in individual behaviour. It results the turnover rate of employees is high as there
are various job opportunities exists in market that consume less time as compare to
hospitality working hours. Moreover, skills required by Cromwell international hotel are
not match with individual skill. Example- work ethics of new employees are low and
hospitality industry based on services so it create challenge for organisation for
completion of all work in effective manner.
 Technology and social media- Internet play an essential role among all business
operations and functions that are performed by management for completion of task in an
effective manner. Example- Technology helps to communicate with customers in

minimum time period. Moreover, internet also plays a significant role which makes
awareness among customers about the luxury that are offered by hotels. So it also create
challenge for Cromwell international hotel because it is complex to provide five star hotel
services at low price.
 Evolving customer expectation- In the present scenario, there is a direct raise among
expectation of customers as individuals have high expectations at time of visiting a
country. UK is a developed country that is well-known for its services and products so it
also impact on role and responsibilities of Cromwell international hotel. As it is essential
for management to provide better services. So it also works as an issue to perform
operations and functions in hospitality industry.
With the analyses of all above function it is identified by management that there are various task
and operations performed by tourism and hospitality industry (Alsos, Eide and Madsen, 2014).
But due to recent issue it is complex for management to perform all work and operations in an
effective manner. It refers that there are various challenges such as high technological cost
impacts on profits of organisation. So by formulating veracious strategy it is easy for
management to complete all work in proper manner that directly enhance customer satisfaction
level.
Range of different issue that exist at global level in hospitality and tourism industry
There are various organisation are performing its work and operations at global level
specifically those business who manage business in hospitality industry. So this is essential for
all organisations to complete operations all in an organised manner. In context of Cromwell hotel
management prefer that it’s task are completed within systematic manner in order to gain desired
and specific results. Some of the major issue that exists at global level is mention as below:
 Escalating operating cost- It is major concern for each organisation that there
operating cost must be covered for completion of work and operations in an appropriate
manner. This also escalate that reduce in profits generate challenge for organisation so
Cromwell international hotel manage it energy cost, high insurance cost, labour cost etc.
for completion of organisational work with a decided amount of cost. This governs by
reducing cost for company it is easy to earn high profits easily. It is also used in
managing organisational work properly through completing task with decided budget.

 Impact on increasing energy cost- Due to decline in customer base it is complex for
management to understand right amount of work that is generating challenge. Further,
the demand of individuals is increasing with quick approach and this is also not possible
for management to manage work in right manner (Bharwani and Mathews, 2016). This
also refers in managing work with right manner that leads to enhance work possibilities
in right budget manner. In context of this Cromwell hotel is performing their work with
rapid speed through delivering creative and conservative work aspects. It result
management easily focused in completion of task according to global level standards.
 Increase in renovation and construction cost- With the increase in renovation and
construction cost it is identified that capital is also required at high level for developing
hotel infrastructure according to existing competitive organisation. Globalisation
provides a similar platform to local as well as international hotel. So it is essential for
Cromwell hotel to improve its infrastructure facility and also to raise their work
standards in order to compete with international business organisation. New
construction also improves their work areas that are developing for completion of work
in right process manner.
 Global uncertainty about safety and security- There is a broad concern relates with
safety and security of hospitality industry. This also concern with change in range of
healthfulness and ensure of organisation to make vulnerability and make safe features.
Government is also increasing aspects that help to manage risk. Sometimes terrorism is
also impacting on organisation and country (Booyens and Rogerson, 2016). Example-
the ongoing turmoil in East and coordinated bus bombing impact on the number of
tourist to visit a place. So it creates challenge for tourism and hospitality industry at
global level.
With analyse of work aspects and globalisation it is understand that organisation perform a
significant role in managing and leading work operations beyond local company. This also refers
management also enhance of work aspect to enhance number of destinations management is
increasing results that offer fix and right value to generate better attributes for fulfilling demand
of visitor. Along with this by satisfying demand of customers in proper manner management also
able to deal with challenges for increasing market area at global level.

Factors that influence future development in global hospitality and tourism industries
There are various factors present in organisation that is also managing work to make better
results in making areas that enhances market areas for completion of areas. With the support of
organisational work it is analysed by management that it is essential for management to gain
support for business area in proper manner (Bowie and et. al., 2016). With this aspects
management also identify areas in making aspect that leads in enhancing better results with in
future. Some factors which support tourism and hospitality business in future are mention as
follow:
 Economical factor- Economic is one of the major factor that provides a big impact
toward hospitality and tourism. In this aspect economic of country perform an important
role that makes better results to complete work with hospitality and tourism industry.
Economic play a big role in all field of hospitality industry through developing economic
value, demand in industry and supplier. This refers with constant economic industry the
demand and supply is managed properly for satisfying needs and wants of customers at
international level.
 Environmental factor- The management of organisation concern to make and develop
new ways that is used for making better results. All business aspects are undertaken by
organisation for completion of work in an appropriate manner that is related with safety
of environment. Example- Greenhouse gas emission provides a major impact on the
industry that helps to solve organisational problems through launching better customer
services. In context of better future aspect environmental aspects leads to complete all
work with new policy which is acknowledged by undertaking government aspect. It also
results in making positive perception among customers about Cromwell international
services.
 Transportation factor- Transportation plays an important role in tourism and hospitality
industry as more the transport service is effective, fast and low in cost. This is easy for to
attract more number of individuals or visitor to visit the decided area (Jones, Hillier and
Comfort, 2014). In context of UK, almost all transportation service are developed which
attract more number of visitors. Cromwell international hotel also manage that clients are
able to apply for transportation from hotel destination easily. Moreover, tourism
development also increases its transport elements constant for taking care of individuals

for increasing number of hospitality and tourism industry. In future better transportation
services help visitor to go at different places either it is rural or urban it results H&T
industry is able to travel at different places.
 Technology factor- UK is a developed country due to which all persons are able to visit
different places through implementing technology aspects in organisation. This also helps
individuals and organisation to complete their work in minimum time period (Mohsin,
Ramli and Alkhulayfi, 2016). Moreover, tourism and hospitality industry is increasing
their number of operations with rapid speed. Similarly, technology also enhances its
capabilities to approach more number of customers. So Cromwell international hotel
consider that needs and wants of customers are satisfied properly through completing
managing effective collaboration between technology and organisation services.
Example- Internet advancement helps employees to approach in making better decisions
by interacting with all customers properly.
This results with undertaking all aspects it is easy for management in making areas that is
focused to complete all task and operations in proper manner. With understand of management
factors management also connect with customers on regular ways. This is also analysed by
organisation that right and effective results are also gained by management to interact with all
individuals in order to make right changes. Internet development and advancement also provides
right areas which leads in making aspects that fulfil needs and wants of customers in proper
manner. So with the mention factor it is also easy for management of Cromwell international
hotel to generate interest among customers for visit and stay in respective hotel.
Role of branding in global tourism and hospitality services
The marketing practice to generate or create a name, design and symbol leads an
organisation to identify and differentiate products of organisation from other products. The main
aim of Branding for implementing them in Cromwell hotel is to generate competitive edge
against rival organisation which is impacting on goals and objectives of company. Moreover,
brand also helps management to gain desired results through developing their products better
than competitive firms (Pirani and Arafat, 2014). So with the use of branding it is easy for
management to complete all work by developing positive perception of organisation services.
Brands are important for hospitality and tourism industry which helps organisation in making
better results such as to increase in market expansion. It also helps in managing brands that leads

to gain diversify business and increase in market share through developing service which
satisfies needs and wants in proper manner. From perspective of Cromwell international hotel it
also helps in managing organisation social image through implementing emotional aspect among
visitor. Moreover, brands are found among all organisation, industry, product and services. Thus,
it is also included in tourism goods that helps Cromwell international hotel to complete all work
in an organised manner. Some points which demonstrate branding role in H&T industry are
mention as follow:
 Increase in market share- By implementing branding among organisation it is easy
for management to enhance and produce more and more market share because branding
attracts more number of visitors by promoting organisation at large level
(Wattanacharoensil, 2014). Along with this from perspective of Cromwell International
hotel management is implementing branding for enhance customer loyalty specifically
in hospitality and tourism industry. This governs number of visitor and market area
both are increased by testing services. So management is able to deliver services
according to customer expectation.
 High return on investment- Hospitality and tourism industry selling the
organisational goods and services in an appropriate manner but to intense competition
market area of organisation is impacted. So management of Cromwell hotel implement
branding techniques for increasing return on investment. Example- to earn more profits
management focus to brand its products into new geographical areas which makes
aspect to classify hotel in making traits such as promoting business which leads to work
areas. In order to increase market areas it also work to with product consumption that
depend on how guest respond towards enhancing aspect that leads to classify hotels as a
creative identity. For example- It is also used in managing work area that learn hotel
stars in making better facility and service to make a decision.
 Outcomes- Branding refers to an important business tool in which management work
to promote brand for competing individuals that include manufacture goods and
services with leads to promote and prefer brands as per generic products (Willie, 2019).
Brand also helps facilities in making competitive state for establishing areas that search
cost. This is managing services as per preference strategy. This also brand in making
areas that respond towards different benefits that make respond towards generic

products for satisfying needs and wants of customers as per accommodation results.
Marriot hotel is also used in generating brand to minimise of cost and risk. From
perspective of branding it also helps to develop brand that facilities to gain desired
results. Example- Cromwell international hotel helps to promote brand at international
level it leads in managing work competitive state.
With the utilisation of brand power properly management is earning more amounts of profits
through associating customer with company name (Wu, 2016). Along with this by associating
consumers with company name it is used to make logo and brand in organised manner.
Moreover, company are investing huge amount that leads in making future business to make
remember entire consumer that make higher return through engaging the process of brand to
make better image and reputation with make instant brand awareness at large level.
CONCLUSION
With the all above report it is concluded by management face various issue and
challenges that impacts on organisational goals and objectives. Therefore, it is mandatory for an
organisation to complete work and operations through formulating right strategy that leads to
overcome from challenges. Hospitality and tourism industry also leads management to develop
new areas which attracts more number of investor at local and international level. In the last,
management focus on economic, environmental and many more factors which satisfies future
customer need and wants.

REFERENCES
Books and Journal
Alsos, G.A., Eide, D. and Madsen, E.L., 2014. Introduction: Innovation in tourism industries.
In Handbook of research on innovation in tourism industries. Edward Elgar Publishing.
Bharwani, S. and Mathews, D., 2016. Customer service innovations in the Indian hospitality
industry. Worldwide Hospitality and Tourism Themes.
Booyens, I. and Rogerson, C.M., 2016. Tourism innovation in the global South: evidence from
the Western Cape, South Africa. International Journal of Tourism Research, 18(5),
pp.515-524.
Bowie, D and et. al., 2016. Hospitality marketing. Taylor & Francis.
Jones, P., Hillier, D. and Comfort, D., 2014. Sustainability in the global hotel
industry. International Journal of Contemporary Hospitality Management.
Mohsin, A., Ramli, N. and Alkhulayfi, B.A., 2016. Halal tourism: Emerging
opportunities. Tourism Management Perspectives, 19, pp.137-143.
Pirani, S.I. and Arafat, H.A., 2014. Solid waste management in the hospitality industry: A
review. Journal of environmental management, 146, pp.320-336.
Wattanacharoensil, W., 2014. Tourism Curriculum in a Global Perspective: Past, Present, and
Future. International Education Studies, 7(1), pp.9-20.
Willie, P., 2019. Can all sectors of the hospitality and tourism industry be influenced by the
innovation of Blockchain technology?. Worldwide Hospitality and Tourism Themes.
Wu, C.W., 2016. Destination loyalty modeling of the global tourism. Journal of Business
Research, 69(6), pp.2213-2219.