Contemporary Hospitality: Industry Analysis, Trends & The Gilpin Hotel

This report provides a comprehensive analysis of the contemporary hospitality industry, using The Gilpin Hotel as a case study. It explores the scope, scale, and diversity of the industry from a global perspective, discussing management structures and the role of professional bodies like the Institute of Hospitality. The report assesses emerging trends in staffing demand and supply, examining how the industry meets staffing requirements and the necessary skills and qualifications for personnel. It also analyzes recent developments affecting the industry in legal, operational, and management areas, and discusses how the overall image of the hospitality industry is created and managed, assessing The Gilpin's current situation in terms of image. The report concludes with potential trends and developments in the hospitality sector, offering justified predictions and an impact analysis for these trends using The Gilpin as an example. Desklib offers a wide range of similar solved assignments and past papers for students.

Contemporary Hospitality
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COMTEMPORARY HOSPITALITY INDUSTRY
Contents
Introduction............................................................................................................................ 3
Task 1.................................................................................................................................... 4
A. Understand and discuss the scope, scale and diversity of the hospitality industry with a
global perspective discuss the management structure of different hospitality organisation
using your experience in your chosen organisation............................................................4
B. Examine and assess the role of professional bodies and hospitality related
organisations such as the Institute of Hospitality................................................................9
Task 2.................................................................................................................................. 10
A. Assess the emerging trends in demand and supply for hospitality staffs and discuss
how industry attempts to meet the staffing requirements using your organisation as an
example............................................................................................................................ 10
B. Based on the roles and responsibilities of the hospitality staff discuss the skills and
qualifications requirements for the personnel...................................................................11
Task 3.................................................................................................................................. 13
A. Analyse recent developments affecting the hospitality industry in the areas of legal,
operations, and management...........................................................................................13
B. Discuss how the overall image of the hospitality industry is created and managed and
assess the current situation of The Gilpin in terms of the image.......................................14
Task 4.................................................................................................................................. 15
A. Present potential trends and developments in the hospitality sector using justified
predictions........................................................................................................................ 15
B. Carry out or produce an impact analysis for the predicted trends using The Gilpin as an
example............................................................................................................................ 15
Conclusion........................................................................................................................... 17
References........................................................................................................................... 18
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Introduction
Hospitality industry deals with service of the customers. Thus, it could be said that customer
satisfaction and customer-oriented services are kept at the top priority. All the important
aspects related to customer satisfaction are considered here. For this assignment, The
Gilpin Hotel is taken as an example. The Gilpin hotel is situated at Windermere, UK. It has
been running in the UK for last 21 years. With the passage of time, many changes have
been brought in it. It provides many facilities to its customers like free Wi-Fi, free breakfast,
and free parking. These facilities attract customers towards it. It is a kind of Lake House
hotel with its own lake. The Gilpin’s main mission is to satisfy the needs of the customers
and to build a strong and healthy relationship with them. The Gilpin is not famous in
Windermere only but has many customers across the UK. It has it’s kind of own lake that
attracts visitors, along with the facilities of spa and lodges. The cuisine is also customer
tailored that is health conscious from the point of health and safety.
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Task 1
A. Understand and discuss the scope, scale and diversity of the hospitality industry
with a global perspective discuss the management structure of different hospitality
organisation using your experience in your chosen organisation
The hospitality industry is a term that is used to satisfy the consumers by offering a huge
variety of services like accommodation, transportation, event plans, services related to
cruise, food service and many others. It also includes operations within hotels, restaurant,
and other similar enterprises.
Figure 1: Hospitality Industry (Walker, 2016)
The scale of this industry is quite diverse in nature. As this industry deals with different
services, its scale also depends on the same (Martinez, 2013). Its scope and scale within
different sectors is explained as below-
 Good quality food
 Proper shelter
 Hygienic conditions
 Transportation facilities
 Well furnished rooms
 The cost that is affordable for customers
 Providing best guidance
 Organising events
 Planning themes
 Arranging cruise events
 Good tour operators
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Today, hotel and restaurants do not only provide professional related services but a lot more
than that. Personal needs of the customers are also kept in mind while offering services. The
focus is laid on the customer satisfaction not just on the profit generation.
While concentrating on the scope of the hospitality industry, it is seen that this industry helps
in GDP contribution, huge turnovers, generating employment and providing job opportunities
to the people. It is observed that the industry is helping in a lot of job opportunities for the
people resulting in which employment is created. More customer satisfaction results in
country’s GDP contribution and a good turnover of the companies dealing with this industry
(Mok, 2013).
Figure 2: Hospitality Employment (Duncan, 2013)
It is clear from the above graph as well how services under this industry are increasing with
the passage of time.
Diversity is also seen in this demanding industry. All the different sectors are linked with
each other. For instance, if anyone has to indulge with a wedding planner, it has to be linked
with many sectors like banquet services, the organiser, the food and beverage dealer and
many others. Thus, it can be said that many sectors are interlinked due to this industry.
Another diverse nature is observed through socio-economic conditions. It was estimated that
near about 2.66 million jobs were contributed through this industry. Thus, employees from
different backgrounds understand social and economic needs. The Gilpin hotel is also
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offering best services to its customers from last 21 years. It is very famous for its hospitality
with very caring and educated staff members. All these services help in satisfying the
customers and to continue the goodwill of the hotel.
Figure 3: Sectors under hospitality industry (Brotherton, 2012)
Thus, in the end, it can be said that this industry’s scale and scope is quite large that offer
many services to the people.
The management structure of different hospitality organisations using experience in
The Gilpin:
There are different organisation structures according to which an organisation runs and
operates. It is through these structures, different management decisions are also taken. The
structure depends on the various jobs done by the organisation. For instance, if the decision
is taken by the upper management only or a number of people are involved in decision-
making process. The different organisational structures can be-
o Line organisational structure
o Staff or functional authority organisational structure
o Line and staff organisational structure
o Committee organisational structure
o Divisional organisational structure
o Project organisational structure
o Matrix organisational structure
o Hierarchical organisational structure
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In the hospitality industry, hierarchical or functional organisational structures work best as
they clearly define the jobs and responsibilities of each member connected with the industry.
They are explained as below-
Hierarchical organisational structure-
Figure 4: Hierarchical organizational structure (Shepherd, 2014)
In this organisational structure, the General Manager is always at the top. A hierarchy is
formed that is responsible for their decisions (Johnson, 2015). For instance, Caterer and
Accountant are responsible to Financial Director of the hotel. In the same way, Driver,
Security Manager, Maintenance Manager and Purchase Manager are answerable to
Logistics Manager. The Gilpin Hotel works on the Functional organisational structure. It has
certain advantages associated with it.
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Figure 5: Functional organizational structure (Cosh, 2012)
This structure helps The Gilpin the most, to carry out the tasks in a smooth way. In this
structure, The Gilpin, groups all those employees together that have to perform similar jobs.
For example, Human Resources department is responsible for payroll, benefits & incentive
development, recruitment, training, conflict resolution and new hire orientation. All the
employees concerned with these functions are grouped under HR department of the hotel
(Cosh, 2012). It has certain advantages as-
 Specialization- as groups are formed according to the skills of the employee, thus
employees become expert in their field and yield to better customer satisfaction.
 Not complex- this structure is very simple and easy for the employees to understand
their job in the hotel and yields to good output also as they become expert in their field.
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B. Examine and assess the role of professional bodies and hospitality related
organisations such as the Institute of Hospitality
As mentioned earlier, the hospitality industry is a huge industry with millions of employees
working in its different departments and sectors. There are many hospitality-related
organisations and professional bodies that are helping this industry to continue providing
services, provide them with training and certification programs, and most importantly, these
professional bodies are acting as the backbone of the employees of this industry (Dredge,
2012). Examples of these professional bodies include-
People
Springboard UK
British Hospitality Association
Institute of Hospitality
British Institute of Innkeepers, and many more...
Role of Institute of Hospitality-
 It creates professionals in management and education and helps them in their personal
development too
 It sanctions the certain training programs for the students (Wang, 2014)
Role of British Hospitality Association (BHA)-
 Responsible for creating new jobs through new policies
 Helps in the generation of employment
 Ensures health safety of customers
 Help in generating economy of the country
Thus, from the above mention roles of hospitality related organisations, it is clear that these
are continuously helping this industry to grow and attain new perspectives. It focuses not
only on one area rather on the development of each and every one who is linked with this
industry.
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Task 2
A. Assess the emerging trends in demand and supply for hospitality staffs and
discuss how industry attempts to meet the staffing requirements using your
organisation as an example
Staffs play an important role in running the organisation. The needs of every customer are
different and these demands and needs are understood by the employees in a better way
(Boella, 2013). No organisation can run on its own without appointing staff. Therefore, it
would not be wrong to say that staffing is the backbone an organisation. In the hospitality
industry, taking the example of The Gilpin Hotel, it is providing many goods and services to
the customers. Goods may include food, beverages, drinks and another customer specific
need. For this, the hotel has to recruit a particular staff for food department. In the same
way, many services are provided by The Gilpin hotel like swimming pool, boathouse, spa
with lounge and other facilities too. For its maintenance, the particular staff has been
appointed by the hotel. There are other departments like accounts department, emergency
department, front line, backend, for which staff is required. Thus, in short, it can be said The
Gilpin Hotel requires the following staff for its proper functioning and smooth running-
 Managers
 Chefs & Cooks
 Finance & Accounts
 Front office
 General Managers
 Guest relations
 Heads of Department
 Housekeepers
 Supervisor
 Maintenance & Engineering
 Sales and marketing
These all are the areas for which staff is required. The supply and demand for staff depend
upon the customers. As there will be more customers visiting the hotel, more demand for
staff will be required to attend them and to understand their needs.
Another aspect to be taken care of is that The Gilpin Hotel adopts some ways to fulfil the
staffing requirement of the hotel. Some of such ways are-
 Through advertisement
 Through placement centres
 Through college placements
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 Through reference
 Via resumes
Thus, the above-stated ways are taken into the task by The Gilpin to fulfil the staffing
requirements.
B. Based on the roles and responsibilities of the hospitality staff discuss the skills
and qualifications requirements for the personnel
All the staff members have to fulfil their role and responsibilities so that they could help the
hospitality organisation to achieve aims and objectives. If the staff of the hotel is quite
capable of handling tasks, only then proposed target could be achieved. For skilled and
trained staff, it must be well qualified (De, Grosbios, 2012). So, there is the certain criterion
of qualification and respective roles and responsibilities for the staff, which is explained as
under-
Qualification of Supervisor-
Degree in business management and experienced
Roles and responsibilities-
 Good communication skills.
 Must know how to handle the situation.
 Must know practical outcomes.
Qualification of Manager-
Must possess a certificate or an equivalent degree (Garay, 2012)
Roles and responsibilities-
 Must have interpersonal skills.
 Must have good command over communication
 Must be able to motivate the staff
 Must be able to review hotel’s targets.
Qualification of management trainee-
Certificate or an equivalent degree
Roles and responsibilities-
 Able to communicate others towards their responsibilities
 Attending training programs, seminars
 Good interpersonal skills
 Good administrative control
Qualification of the different designations may be different. It entirely depends upon the roles
and responsibilities given to the person. For example, sometimes a Supervisor just has to
check whether the target has been achieved by the deadline or not. In such circumstances,
a person with just diploma can also fit for the job. If roles and responsibilities of the staff
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members are fulfilled on time, it becomes very easy to carry out the task. If they are clear
and task-oriented, it makes the process easy and can be finished in a lesser period of time.
It is the responsibility of every staff member to understand the aims of the company for
which they are working and help them to achieve those. In return, the company under
hospitality also has to check regularly that good working conditions are given to staff and
their needs must also be undertaken.
Figure 6: Staff under hospitality industry (Boella, 2013)
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Task 3
A. Analyse recent developments affecting the hospitality industry in the areas of legal,
operations, and management
There are many operational, managerial and legislative issues that affect the hospitality
industry. The Gilpin is also from such issues.
Following given are some of the operational issues that affect The Gilpin-
 Low labour supply in the operations department, thereby affecting the business of The
Gilpin Hotel.
 Reduction in price is also another issue in operations department along with the
satisfaction of customers.
 The continuous increase in competition also affects the operation of The Gilpin Hotel. As
there are many other hotels, there always exists competition in the operations
department. They tend to lure the customers for the sake of profit (Chen, 2012).
Managerial issues in The Gilpin-
 Again, increase in competition is a big managerial issue. In this, managers tend to
design such packages for the customers of The Gilpin that must be economical for them.
Again, satisfaction here of the customers becomes a priority.
Legislative issues that affect the Gilpin-
There are many legislative issues that affect the employees of The Gilpin. Some of them
are-
 Hygienic conditions- According to Food Act 2003, every organisation in the hospitality
industry has to ensure hygienic conditions. The Gilpin has also introduced many hygienic
conditions for the customers.
 Again, for the safety of customers, the environment must be safe and secure. For
instance, The Gilpin Hotel has ensured its surroundings as a smoke zone free.
 Fitness and security are also put into considerations that must be strictly followed by the
hospitality industry. The Gilpin has also established an emergency corner in the hotel to
ensure the security of each and every one in its environment.
In addition to this, there are many other recent issues that affect the working of The Gilpin
Hotel. Some of them can be rules related to food allergies. A recent development done in
this regard was that, if there is any food allergic component present, it has to be mentioned
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on the labels. In addition to this, the government has banned the use of cigarettes in public
places.
B. Discuss how the overall image of the hospitality industry is created and managed
and assess the current situation of The Gilpin in terms of the image
The hospitality industry is attaining great heights these days. There are many factors that are
contributing towards this progress. Today, most of the people travel across worldwide and
want to enjoy best services at hotels, restaurants, pubs and other amusements. Due to this,
a great competition is seen in this industry. Best services are provided at lesser cost
according to the customaries needs of the consumers.
While taking consideration of The Gilpin, the hotel is running form last 21 years and is known
for its good services. It is quite famous for its lake house. Most of the people visit the hotel
for this special lake house and spa lodges. Lodges are designed in such a way to give
comfort to the users. Most of the people these days travel to get rid of their busy schedule.
The lodges in The Gilpin amuse customers by providing these services.
The Gilpin laid stress on the following trends also-
 Customer oriented services- as mentioned earlier, the hotel has special lodges and spa
which are built and maintained for the satisfaction of the customers. The environment of
The Gilpin is customer friendly in which entire focus is laid on customer’s dignity and
respectful environment is created. All these services help to attract customers towards it
and maintain its reputation in the market (Legrand, 2013).
 Help from media- media helps a lot The Gilpin to create awareness about all the offers
ad discount services offered to the customers. Media can be used to spread the news
within few seconds to a large audience. The Gilpin also used this tool to provide
information about all its services through this tool.
In a nutshell, it can be said that the hospitality industry is growing on a large scale. The
Gilpin hotel is also continuing to maintain its reputation in the market.
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Task 4
A. Present potential trends and developments in the hospitality sector using justified
predictions
With the passage of time, it is quite possible that there will be certain developments in the
hospitality sector in the coming time also. The hospitality industry is very big in its term; there
are many sectors of this industry. For this task, following points are taken into consideration
to predict potential trends and developments in the hospitality industry.
Hotel sector- as the technology is advancing at a good rate, there is the high scope of
positive development in this sector. For instance, check-ins via mobile services will be
provided to the customers. More stress will be laid on hygienic conditions of customers
as they are always kept at the top. Marketing helps in predicting the needs of the
customers. Thus, this strategy will be stressed more to create customer-oriented
packages (Ruizalba, 2014).
Food and beverages- these days people are very concerned about their health. Good
quality food is always preferred over the cost also. It is, therefore, very likely to say that
ingredients with more nutritious value are going to be used in the coming time. Thus,
food and beverage department of the hotel sector has to make certain changes in
cuisine to make sure that diet conscious ingredients must be used to prepare dishes.
Thus, it is very certain that with the span of time, many changes are observed. These
changes are always done to lure more customers towards the organisation and to yield good
revenue. Thus, in the nutshell, it can be said that there is a high possibility of changes in the
hospitality industry with more educated visitors towards it. As the industry has to deal with
customers, so, more stress will be laid on customer service. It is a common saying about this
industry, that if customers are satisfied, it becomes easy to satisfy other stakeholders also.
B. Carry out or produce an impact analysis for the predicted trends using The Gilpin
as an example
The hospitality industry is concerned with the customers that deal in different sectors. But
the main focus of attention of each sector is their customers at the top. Therefore, while
creating an impact analysis of coming trends and developments in The Gilpin, management
always stress on giving customer satisfied services. These tailor-made services are easy to
change according to the customers.
As explained earlier, The Gilpin Hotel helps the customers to get rid of their boring, busy,
and hectic schedule and is always ready to amuse the customers according to their needs.
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It is a well-known fact that people these days are very health conscious and they do not want
to indulge in any of the activities that could impact negatively on their health. Therefore, new
methods and techniques of preparing dishes will be used in the food and beverage section
of the hotel.
In the coming time, technology will help the most to customers of The Gilpin. Check-ins will
help to satisfy the customers from their safety point of view. Their other activities during
package will also be confirmed via mobile services.
Social media and web portal of The Gilpin will also be stressed on. In the present time, the
young generation before taking any decision about their package, prefer to search more
about it. Therefore, The Gilpin has to do a lot on its web portal so as to attract more and
more customers towards it.
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Conclusion
No sector under hospitality industry could run without customers and staff. if customers will
be satisfied with the services provided to them, it becomes very easy for the organisation to
develop its reputation in the market and to yield good income. On the other hand, staffing
can be considered as the backbone of the organisation. The staff members must be well
qualified so that they can understand the needs of the customers. Certain changes have
also to be done in the packages provided by any of the hospitality sectors with the passage
of time and technology. Thus, it can be concluded that this industry is growing at a fast rate
and must always ready to adopt changes for the betterment.
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