Contemporary Hospitality Industry: Operational Analysis and Strategy

This report provides a comprehensive analysis of the contemporary hospitality industry, using Crowne Plaza Hotel as a case study. It explores various aspects, including different types of businesses within the industry, operational and functional departments, and their interrelationships. The report delves into the contribution of the hospitality sector to local, national, and international economies, as well as the influence of franchising and licensing agreements on its global development. It also examines different operational roles, required skill sets, and identifies skill gaps within the industry, proposing solutions to address these challenges. The report covers topics such as the impact of skills gaps on business and provides solutions to improve the situation.

Contemporary Hospitality Industry

Table of Contents
INTRODUCTION...........................................................................................................................3
Main Body.......................................................................................................................................3
Discuss different kinds of business in hospitality industry along with the products & services
they offer......................................................................................................................................3
Operational and functional departments within selected hospitality organization......................4
Contribution of hospitality industry to local, national and international economies...................5
Interrelationship between operational and functional units of hospitality organization..............5
Discuss the way in which franchising and licensing agreements influenced development of
hospitality industry at global level...............................................................................................6
Discuss the contribution of franchising and licensing development towards economic worth of
hospitality sector..........................................................................................................................6
Different operational roles within hospitality industry................................................................7
Skills required for performing roles in hospitality industry.........................................................8
Discuss gaps in skills within hospitality industry in context of different operational roles........8
Examine the impact of skills gaps over hospitality business also provide appropriate solution
in order to address the gap issue..................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Business is wider and broader which consist of different types of organisation like
medium, small and large enterprises. Main purpose of this report is to critically understand the
importance of contemporary business environment in hospitality industry. Crowne plaza, which
is the multinational. Hotel provides number of services example lodging, event management,
wedding and many more. There they have different types of competitors in market like Accor,
IHG, etc. This report comprises of number of different bases in hospitality industry, operational
functional department, contribution to hospitality industry to local, National and international
level, use of franchising and licensing agreements, range of different operational roles, skills
needed for roles within hotel, skill gaps within hotel sector, pestle and SWOT analysis and
implication of current and potential trends (Ferguson, 2016).
Main Body
Discuss different kinds of business in hospitality industry along with the products & services
they offer
Hospitality industry is considered as a large industry which signifies different types of
company for meeting need of customer in proper manner. There are diverse types of hospitality
sector which is given beneath:
Accommodation it is significant for hospitality sector that service is offered to guest.
There are diverse type of facility which is important for comfortable staying, favorable
accommodation which is offered through hotel, resource and many more.
Recreation activities organized to enjoyment & entertainment are included. The facility
offered by resort club in which person focuses on enjoying it's time. There are diverse types of
resources beach is Ski resort and so on. There is diverse type of recreational facility, hotel offer
lodging facility for specific period of time. It also offers diverse types of varieties that are
significant for satisfying user. There are diverse facilities such as accommodation & food which
is offered by Hotel Marriott, Hyatt is considered as a different example connected to hospitality
sector.

Operational and functional departments within selected hospitality organization
Operational department:
Front office services the department connected to Crowne Plaza Hotel emphasis on
interacting with guest for visiting. They call and book reservation as per guest need and also they
offer proper solution of issue that is faced by its guests in order to stay.
Housekeeping department it is a duty of housekeeping department to handle clean
atmosphere in hotel for satisfying guest.
Food production sector is considered as it hotel department which is liable for providing
quality food to its guest (García-Rodríguez, Armas-Cruz and González-de-la-Rosa, 2020).
Functional department
Account department in reference of account department connected to Crowne Plaza
Hotel, the person emphasis on putting proper control on inflow and outflow of cash and also
managing proper finance within company then they emphasize on preparing financial report in
an appropriate way.
Maintenance is primary purpose related to maintenance department which is connected
to activity related to equipment within hotel & they needed to assess performance connected to
tool, machinery and emphasize on repair it accordingly.
Security department all function related to safety are implemented by security sector
connected to Crowne Plaza Hotel. The HR department within hospitality industry, it is important
to hire competent staff members during the period of time so that HR professional of chosen
Hotel execute different activity for qualified applicant during particular phase of time period.
Contribution of hospitality industry to local, national and international economies
It is analyzed that hospitality industry emphasized on growing and very important in
improvement of economy at local and global level within local level. They focus is on grabbing a
personality to individual person in order to interact with basic essential. The hospitality industry
is important for development of country it is analyzed that there are approx 4.49 million people
employed in hospitality sector and around 10% of whole population of countries there are approx

2, 3045 hospitality connected to company. It enhances contribution which is part of overall GDP
hospitality sector. The proper contribution within global level according to this report the Global
or International hospitality industry have turnover of around 7.6 billion annually. The tourism
and hospitality sector profound role in economic development in country around world.
Interrelationship between operational and functional units of hospitality organization
There are various departments executing work in hotel that is interconnected with each
other in an appropriate manner (Goswami and Dsilva, 2019)The interrelationships are given
beneath:
Marketing the marketing sector needed to co-ordinate individual person for gathering
information related to guest that help in formulating corporate strategy. In assistance of this, the
individual person takes benefit or advantages in addition with marketing manager that enhance
its customer base of company which leads to development of organization.
Housekeeping and maintenance department the individual person emphasize on
providing information to maintenance department in context of Crowne plaza hotel, the
maintenance of person aids assistance in housekeeping industry for fulfilling role in an
appropriate manner.
On given discussion, it is analyzed that all operation and function department connected
to Hotel all linked with each other that is significant for execute activity in proper way.
Furthermore, there is a kind of interrelationship that is significant for offering appropriate
services to guest for create profit margin (WMAH and AMNM, 2021).
Discuss the way in which franchising and licensing agreements influenced development of
hospitality industry at global level
Franchising is a method which is used by company for expanding business at global
level (Gupta, 2019). Franchising is important method that is adopted by hospitality sector
through which they focus is on lodging company McDonald and Hyatt is the example of using
franchise for company and expanding at global level. There are diverse economy in reference of
franchising of company in an appropriate manner in addition to this the local economy also
emphasized on taking advantage in reference of tax and community development. The Crowne
Plaza Hotel is a prominent Hotel that is situated in London and emphasize on expanding

organization by increasing subsidiary that is based on franchising for enhancing learning
connected to hotel at global level.
Licensing it determines drivers’ regulation that is significant for Start Company, the
license is provided through existing company to other subsidiary organization for that they
execute its work under same brand name. It is analyze that licensing is very important in
increasing hospital sector. In addition to this, it is easy to expand the organization and work
along with diverse product and services around diverse nation at international level.
Discuss the contribution of franchising and licensing development towards economic worth of
hospitality sector
Contribution- Both franchising and licensing are important for improvement and
development to the economy as well as hotel industry because they help in providing execution
of marketing as well as business activities in most effective manner with ethical or legal
procedures. Contribution of these two terms is discussed as follows (Hu and Olivieri, 2020).
 Franchising- Franchising is an important part of hotel industry as because it is create and
provide an economic output of 1.6 trillion across the globe. It is seen that in tourism and
hospitality industry franchising play important role in providing benefit to both market as
well as business at wider level. For example- Hotel which adapts franchising as a market
entry strategy is capable of generating more information data services and employment
opportunities to small and medium enterprises. It is a major contribution which is
provided by growth and development of franchising to hotel industry.
 Licensing- Licensing also deliver a major contribution to hotel industry as because well
licensing is used by Hotel industries it directly leads to development towards economic
because government services and authorisation are being required to use market entry
strategy which also results in establishing a positive relationship with government
association. This too leads to contribution to economic and hotel industry because it
results in improving the living standard of people.

Different operational roles within hospitality industry
In hospitality industry, there are diverse types of operational role which is implemented
through operational department connected to Hotel such as front office, food & beverages as
well as so on. The responsibility of operational department connected to Crowne Plaza hotel
which is given beneath:
Housekeeping department this industry has effect on level of experience of guest so
that its purpose is to assess and manage hygiene atmosphere so guest do not face is difficulties &
complexity. In assistance of this, the responsibility is to handle proper amount connected to
storage related to important times such as lines, guest supply and many more. The housekeeping
department emphasized on managing clean ambience in premises that attracts ample of guests
during particular phase of time period (Martínez and Nishiyama, 2019).
Food production department this sector emphasized on maintaining quality food in
order to cater need of guest in an appropriate manner. It determined subordinates implemented
role so customer are getting satisfied.
Front office department the person emphasized on greet customer and focuses on
comfortable staying in hotel. It is the duty to solve issues of guest in best possible manner. If
there are complaints raised, it is duty of front office person in order to address knowledge in
proper way. In addition to this, the person needed to ensure that user get make sure that
customer get favorable experience for staying so that they can emphasized on visit hotel again.
Skills required for performing roles in hospitality industry
The skill is important at hospitality industry; it is complex to implement responsibility
within company. In context of Crowne Plaza Hotel, there are different types of department that is
required to hire knowledgeable applicants are there are diverse types of skill that is required to
implement job role in hospitality industry which is given beneath:
Skill set for operational manager the operational a manager focusing on performing
different types of function of hospitality sector in proper way. In reference of selected company
it is the duty of operational manager to analyze external atmosphere in order to execute corporate
strategy for enhancing productivity (Martinez-Torres and Toral, 2019).

Skill set for role of front office manager the person decide on interacting with guest
and greet them by which they are required to have communication properly in order to solve
problem for managing relationships with guest.
Skill set for role of housekeeping manager they are needed to have ability in order to
supervise staff member and their activities. They are needed to have proper skill for influencing
subordinate so that they execute task in an appropriate manner. There is a requirement to have
knowledge in context of this for maintaining hygiene within premises of hotel.
Food and beverages head manager-It is operation role which is available in chosen
hotel due to this on-going pandemic situation. There is a need for food and beverages head
manager and counter who will be responsible for handling the quality at all aspects to deliver
total satisfaction to customers.
Housekeeping department manager- It is another operational role which is important
within hotel industry because a housekeeping department manager is responsible for managing
the cleanliness of a room and every single corner of area (Najar and Bukhari, 2017).
Discuss gaps in skills within hospitality industry in context of different operational roles
In hotel, the role of operations such as front office, housekeeping implemented in an
appropriate manner by which it is important to have necessary knowledge for performing work
in proper way. As due to change or alter time, it is important to fulfill need and requirement of
hospitality industry which is changed by which they are diverse types of knowledge is assessed.
It is required to focus on development of hard skill such as proficiency along with other using
technology and diverse techniques & many more. It is important to increase knowledge related to
budgetary logistic management for operate company in proper way. In assistance of this, it is
significant to increase communication, ability of working and many more. It will helps manager
of Crowne Plaza hotel in order to implement daily responsibility in an appropriate manner. Skills
Gap in hotel sector- Market is becoming wider and competition level is increasing at higher
scale due to which it is becoming difficult for many businesses on education to achieve their
goals within a specific time period because of wide range of skills gaps. This has been also
analyzed that with increase in competition level people have in improving and developing their
skill set but requirement by hotel industry is being changing rapidly which leads to skill gaps

within employees and business sector. In consideration of Crowne Plaza hotel, they also found
there is skills gap within their hotel for example old employees find it difficult to adjust with new
technologies and tools, use of multitasking activities and knowledge, digital marketing and
technology usage at simultaneous level etc (Sandybayev, 2016).
Examine the impact of skills gaps over hospitality business also provide appropriate solution in
order to address the gap issue
Get knowledge and competence in order to profound that impose direct impact on
business organization as by which person is not able to execute role in an appropriate manner.
Enhance of hotels it is significant for addressing gap in an appropriate manner which is
given beneath:
The gap in skill and knowledge can focuses on reducing by providing proper training to
people in reference of Crowne Plaza hotel, they are required to analyze present competence of
staff member and execute on job training in order to increase potential level of staffs. They
require arranging diverse program in fixed interval for managing consistency with methods that
helps company to reduce gap within skill and enhance productivity and efficiency of staff
member (Williamson and Harris, 2019).
CONCLUSION
On given assignment, it is analyse that Business is wider and broader which consist of
different types of organisation like medium, small and large enterprises. Main purpose of this
report is to critically understand the importance of contemporary business environment in
hospitality industry. This report comprises of number of different bases in hospitality industry,
operational functional department, contribution to hospitality industry to local, National and
international level, use of franchising and licensing agreements, range of different operational
roles, skills needed for roles within hotel, skill gaps within hotel sector, pestle and SWOT
analysis and implication of current and potential trends.

REFERENCES
Books and Journals
Ferguson, D.L., 2016. Customer relationship enhancements from corporate social responsibility
activities within the hospitality sector: Empirical research from Vietnam. Corporate Reputation
Review, 19(3), pp.244-262.
García-Rodríguez, F.J., Armas-Cruz, Y. and González-de-la-Rosa, M., 2020. Decent work in
hospitality: scale development and validation. Journal of Sustainable Tourism, pp.1-19.
Goswami, I. and Dsilva, N.R., 2019. Impact of job satisfaction and job stress on employees’ life
in Mumbai’s hospitality sector: An empirical study using SEM. Journal of Strategy and
Management.
Gupta, V., 2019. Talent management dimensions and their relationship with retention of
Generation-Y employees in the hospitality industry. International Journal of Contemporary
Hospitality Management.
Hu, L. and Olivieri, M., 2020. Social media management in the traveller's customer journey: an
analysis of the hospitality sector. Current Issues in Tourism, pp.1-12.
Martínez, P. and Nishiyama, N., 2019. Enhancing customer-based brand equity through CSR in
the hospitality sector. International Journal of Hospitality & Tourism Administration, 20(3),
pp.329-353.
Martinez-Torres, M.D.R. and Toral, S.L., 2019. A machine learning approach for the
identification of the deceptive reviews in the hospitality sector using unique attributes and
sentiment orientation. Tourism Management, 75, pp.393-403.
Najar, A.H. and Bukhari, S.A.M., 2017. Gap Analysis in Hospitality Education and Industrial
Requirements. International Journal of Engineering and Management Research (IJEMR), 7(4),
pp.170-173.
Sandybayev, D., 2016. The Impact of E-Commerce and Auditing Process in Tourism and
Hospitality Sector of Libya. Case Studies Journal ISSN (2305-509X)–Volume, 5.
Williamson, D. and Harris, C., 2019. Talent management and unions: The impact of the New
Zealand hotel workers union on talent management in hotels (1950-1995). International Journal
of Contemporary Hospitality Management.
WMAH, B. and AMNM, G., 2021. The Effect of Undergraduates’ Perception on Career
Selection in Tourism and Hospitality Industry. Available at SSRN 3823727.