Unit 1: Contemporary Hospitality Industry Analysis Report

This report delves into the contemporary hospitality industry, examining various business types and their offerings. It uses the Bull Hotel in Cambridge as a case study, analyzing its functional and operational departments, and emphasizing the interrelationship between them. The report highlights the hospitality industry's contributions to local, national, and international economies, and explores the influence of franchising and licensing agreements on global development. It also details operational roles, required skills, and identifies skill gaps, particularly within the front office department, discussing their impact on the business and proposing recommendations. The report covers various aspects of the hospitality industry including its contribution to economic worth, operational roles, skills required, and skill gaps. The conclusion summarizes the key findings, offering a comprehensive overview of the industry's complexities and challenges.

Unit 1 - The Contemporary
Hospitality Industry

TABLE OF CONTNET
INTRODUCTION...........................................................................................................................3
Number of different kinds of business within hospitality industry.............................................3
Functional and operational department within Bull hotel...........................................................4
Contribution of hospitality industry to local, national and international economies...................4
Interrelationship of operational and functional units...................................................................4
Franchising and licensing agreements influence on the global development into hospitality
industry........................................................................................................................................5
Contribution of Franchising and Licensing Agreements Towards Economic Worth of
Hospitality Industry.....................................................................................................................5
Operational Roles Within Hospitality Industry...........................................................................6
Skills Required for Roles Within Hospitality Industry................................................................6
Skill gap within Front office department of the bull hotel..........................................................7
Impact of Skill gap on business and recommendation................................................................7
CONCLUSION................................................................................................................................7
Section-2 -Covered in PPT..............................................................................................................8
REFERENCES................................................................................................................................1

INTRODUCTION
Hospitality industry can de understood and defined as a filed which caters facility for
stay, food and whole related services for leisure and comfort. It also defined as generous and
friendly reception and entertainment of visitors, guests and travellers. It is the industry covering
all services and goods that serve guests, travellers and all types of visitors. The current study is
based on Bull hotel, which is established in Cambridge and build in 1828.
This assignment will number of several forms of businesses operating in hospitality
industry and services & products that they offer. It will examine different functional and
operational departments in hotel, hospitality industry contribution to local, national and global
economies and also justify interconnection of functional & operational units. Furthermore, this
study will clarify influence on global development of industry by using franchising and licensing
agreements as well as analyse contribution to economic worth of sector due to global growth,
licensing and franchising developments. Moreover, this report will describe different operational
roles in sector and skills needed for it. At last, skills gaps will explains in this study along with
above things.
Number of different kinds of business within hospitality industry
Hospitality industry is much wider than most other industries in then world, majority of
business niches are composed of only a handful of varied companies. There are following
businesses accessible within industry.
Entertainment business-
It relies on their consumers having disposable income, it thrives when entertainment
comes to bringing enjoyment and laughter to guests and overlaps with all other businesses within
hospitality industry (Nowak, 2019). This sector caters sports and gaming services to people, bars
and nightclubs facilities and marinas as well.
Food and beverage-
Along with above business, F&B also included in list of hospitality businesses that cater
the best food services to target market in effective manner (Kinyua and W Burugu, 2017). Food
& beverage is important sector of industry as it help to increase consumer satisfaction.
Restaurants and hotels provide tasty and healthy food to people.
Travel and Tourism-

It is wide business areas of hospitality industry and has different key aspects across the
world. T&T cater products in effective manner like cruise ships bookings, airlines services, trains
and several crew members in their services for consumers (Bhargav, 2017). They also provide
full information about several tour packages in which people are interested.
Functional and operational department within Bull hotel
Bull hotel has operating within hospitality industry, they always cater good service and
quality products to keep consumers happy and retain them with firm for longer period. It is
possible only when the operational and functional departments work together. Within hotel both
departments play vital role (Kurtulmuşoğlu and Pakdil, 2017). Front office, F&B and
housekeeping department considered as examples of operational department of hotel who are
able to accomplish their role in effective manner. HR department, purchase and accounting
department are functional units of Bull hotel that manage day to day activities of business as well
workers.
Contribution of hospitality industry to local, national and international economies
The contribution 0f hospitality industry within local and national economies can be
understood as highly pragmatic to bring on new synergy of innovation, higher percentage of
employment among people where wide focus has been given to develop wide expansion and
functional efficiency through operations expansion within world metrics. UK has also seen
wide rise in the employment range among people with exploration and new synergy of
advancement coming among people who are choosing hospitality industry within their working
criteria. Internationally also there are wide people coming into hospitality industry as career
opportunities and to keenly leverage onto wider paradigms where overall working scenario and
higher range of profitability is experienced into overall economic situation. Globally hospitality
industry has also given rose to aviation industry where travelers around the world book their stay
in well class hospitality companies, hotels and brand (Gustavsson and Larsson, 2020).
Interrelationship of operational and functional units
The interrelationship of all operational an d functional units at hospitality industry where
the Bull hotel, Cambridge is planning to expand its business operations into Asian country with
high wide operational efficiency and more technical advancement. The functional role of
general manager at hotel is also highly correlated with new services parameters where he also

possesses the role of effective marketer who has the work to analyses innovative services for
catering wide business opportunities hidden among serving people who book their stay at hotel.
The housekeeping department also has the role to keep all safety facilities coordinated with the
management staff where Bull hotel highly focuses to attain strong functionality. There is also
high correlation attached within the operational roles of marketing and sales departments to work
on with strong innovation for gaining onto new synergy of advancement and usage of digital
media to work on with strong yield potentialities developing within global hospitality industry
(Njoroge, Wineaster and Omari Anderson, 2020).
Franchising and licensing agreements influence on the global development into hospitality
industry
Franchising and licensing agreements have built on positive influence into hospitality
industry where there lie wide business opportunities for Bull hotel, Cambridge to keenly function
on vivid promotional activities within global paradigms. Asian countries have wide competitive
benchmarks and new companies coming in to bring on wide synergy of technical advancement
for millions of travelers who visit every year. Franchising enables new business opportunities to
enter into untapped countries market internationally where new branches will be able to bring on
new synergy of innovation among company services for high exploratory business situations.
The licensing agreements have also been working as one of the biggest factor pertaining onto
new synergy of hospitality industry where the Bull hotel at Cambridge can effectively program
out higher scope of rational services through which strong keen position is developed within
business factors and also it able to generate wider scope of services among global customers.
Hospitality industry is vastly evolving within world metric with use of franchising and licensing
agreements where there lies wide business expansion opportunities (Singh, Charan and
Chattopadhyay, 2020).
Contribution of Franchising and Licensing Agreements Towards Economic Worth of Hospitality
Industry
Due to the fact that licensing and franchising agreements effectively allow for business
organisations operating within the hospitality industry to enter into new and global markets and
grow and expand their operations, these effectively contribute immensely towards increasing the
overall economic worth of the entire hospitality industry. Due to franchising and licensing

agreements, hospitality businesses can effectively enter into new global markets in an effort to
diversify their current operations and increase their existing customer base, market share,
productivity and profitability within the hospitality industry (Ali, Amin and Cobanoglu, 2016).
This effectively results in franchising and licensing agreements contributing towards increasing
and enhancing the economic worth of the hospitality industry.
Operational Roles Within Hospitality Industry
There are present several operational roles within the hospitality industry most important
of which are as follows:
Managers: Most businesses operating within the hospitality industry such as hotels, restaurants,
resorts etc., require an individual who can effectively manage the various different operations of
the business in order for the business to operate cohesively and smoothly. This operational role is
fulfilled by a manager.
Chefs: Chefs satisfy the organisational need for an individual who can cook food in order for the
hospitality business organisation to be effectively able to satisfy the dietary needs, preferences
and requirements of their customers.
Event Planners: There is also present the organisational role of event planners within the
hospitality industry. As one of the daily operations of hospitality businesses is to host various
kinds of events within their establishments, an event planner is immensely important within the
hospitality industry, who is able to effectively plan various events.
Skills Required for Roles Within Hospitality Industry
Various roles within the hospitality industry require distinct and specific skill sets such as
management, cooking, cleaning, planning, communication skills etc., But the most significant
skill that close to all roles within the hospitality industries require for their operations relates to
effective customer service. The end objective of most businesses in hospitality industry relates to
providing their customers with effective customer service so that they are able to effectively
satisfy them and gain their long term loyalty, this is why customer servicing skills are so
important and immensely valued within the hospitality industries (Kabii and et.al., 2019). This is
also the reason that current skill shortage within the hospitality industry relates to customer
service as these require effective training and development of the individual and are immensely
valued.

Skill gap within Front office department of the bull hotel
Skill gap stated that employees or individuals that are working in the organisation have
not specific skill, knowledge and capabilities to perform various tasks of organisation that hinder
in growth and success of firm. The bull hotel is facing skill gaps of employees that are working
under front office operational department thus customers are render inappropriate services and
attention. Individual does not have good interpersonal skill thus they are not able to build strong
relationship with customers and understand their respective problems (Madera and et.al., 2017).
Delay in understanding of needs and preference have resulted in dissatisfaction among customers
and reduce overall sales volume of organisation. Some of the employees does not have ability to
work as team that have caused in effective coordination and cooperation of individual towards
common goals. Number of employees in front office are also less than actual required that
increased work pressure and poor quality of services to end customers. Poor working
environment and ineffective management of employees have lead to high labour turnover so
company have to recruit new employees on regular basis.
Impact of Skill gap on business and recommendation
Availability of limited workforces or skill gap has adversely impacted on operation of
organisation as customers are not likely to select hotel that deliver poor quality of services. Skill
gap have increased work load, reduce quality of services that can be used to satisfied need and
wants of customers. Competitors of the bull hotel can easily hired talent and skilled employees of
company in order to have more market share and profitability (Wan and et.al., 2017). Therefore
manager need to understand the skills gap to find appropriate challenges and problem that are
faced by employee while rendering services. Proper training and development program introduce
by The bull hotel can also contribute in enhancement of existing skills, capabilities and
knowledge of individual for offering qualitative services to end users.
CONCLUSION
In conclusion, this report evaluates the different types of businesses that operate within
the hospitality industries of the world. The report also analyses the various functional ad
organisational departments that The Bull Hotel, Cambridge makes use of. Further the report
assesses the contributions of hospitality industry on the whole towards the local, national and
international economical growth and development. Then the report analyses the different

operational roles within the hospitality industry. Finally, the report identifies skills required for
for roles within the hospitality industry and skill shortages in current times.
Section-2 -Covered in PPT

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.
Bhargav, S., 2017. A study on marketing mix of hospitality industry. International Journal of
Management, IT and Engineering, 7(9), pp.253-265.
Gustavsson, S. and Larsson, S., 2020. Marketing Innovation for SMEs during COVID-19
Pandemic: A case study of the hospitality industry in Norrbotten.
Kabii, F. and et.al., 2019. ANALYSIS OF THE SKILLS GAP IN TOURISM AND
HOSPITALITY INDUSTRY IN KENYA. ASEAN Journal on Hospitality and Tourism.
17(2). pp.95-105.
Kinyua, C. and W Burugu, R., 2017. Pushed Or Pulled? Factors That Influence Students’ Choice
to Study Food and Beverage Management Program.
Kurtulmuşoğlu, F.B. and Pakdil, F., 2017. Combined analysis of service expectations and
perceptions in lodging industry through quality function deployment. Total Quality
Management & Business Excellence. 28(11-12). pp.1393-1413.
Madera, J. M. and et.al., 2017. Strategic human resources management research in hospitality
and tourism. International Journal of Contemporary Hospitality Management.
Njoroge, M., Wineaster, L. and Omari Anderson, M., 2020. Entrepreneurialorientationinthe
hospitalityindustry: evidence fromTanzania.
Nowak, G., 2019. The Hospitality Design Laboratory: Testing a growing global resource for
architectural planning research in the tourism/resort industry.
Singh, R., Charan, P. and Chattopadhyay, M., 2020. Evaluating the Hotel Industry Performance
Using Efficiency and Effectiveness Measures. International Journal of Hospitality &
Tourism Administration, pp.1-24.
Wan, T. H and et.al., 2017. Sustainable international tourist hotels: The role of the executive
chef. International Journal of Contemporary Hospitality Management.
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