Role of Branding in Global Tourism and Hospitality Services

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.