Exploring Customer Service Excellence in the Hospitality Industry

The hospitality industry is a complex sector where effective organizational structure and strategic planning are crucial to achieving competitiveness and ensuring customer satisfaction. This assignment examines the internal workings of hospitality organizations, highlighting how they design their structures for efficiency and responsiveness. It delves into various strategies used to manage resources sustainably, enhance service quality, and develop marketing approaches that bolster destination attractiveness. Through this analysis, students will gain insights into best practices within the industry, enabling them to apply theoretical knowledge in practical settings. The focus on sustainability, innovation, and customer-centric strategies provides a comprehensive overview of what it takes for hospitality organizations to thrive in today's dynamic market environment.

HOSPITALITY PROVISION IN TRAVEL
AND TOURISM SECTOR

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Interrelationship between hospitality and wider travel and tourism businesses and the role
of hospitality in business travel, aviation, conference and exhibition, visitor attraction, theme
parks............................................................................................................................................3
TASK 2 ...........................................................................................................................................6
2.1 The implications of integration to the hospitality industry...................................................6
TASK 3 ...........................................................................................................................................9
3.1 Justification of the selected project......................................................................................9
3.2 Developing a plan for hospitality business .......................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES .............................................................................................................................14

INTRODUCTION
Hospitality provision on travel and tourism means the effects of customers services on
tour and travel business as it is totally based on the customers and customers will only go for it
when they are assured that they are gonna get the best quality service from them (Pearce, 2014).
In the first part of the report the discussed things are the role of the hospitality industry within the
travel and tourism sector as there is a very big role played by the hospitality business in this
sector as they provide the best quality service according to their needs. In the second part the
discussed things is the effect of integration on hospitality business that means process that affects
the hospitality industry in all the way possible. In the last part the discussed things plan for the
development of hospitality businesses means the plan that will help the hospitality business in its
growth and upliftment.
TASK 1
1.1 Interrelationship between hospitality and wider travel and tourism
businesses and the role of hospitality in business travel, aviation,
conference and exhibition, visitor attraction, theme parks.
The hospitality industry covers a huge rang of organisation which have lots of categories
of fields. Fields which are included in hospitality are travel and tourism, restaurant and recreation
(Iqbal, and González, 2014). Hospitality sector offer services like accommodation,
transportation, food and beverage and leisure etc. The employees working under the hospitality
industry have to put in great deal of hard-work in order to cope up with the work load of this
industry. Tourism and hospitality are co- related and grouped together as a single industry.
Tourism is defined as the person travel and goes different places outside of their usual
environment for less than one year. People travel for spending time with family and for enjoying
the holidays. Whereas hospitality is the provision of the accommodations, venues, meals and
drinks to those people who are out of their homes.
Travel and tourism is the service industry, it is very common term when it comes under
hospitality. The main aim of this sector is to develop and promote tourism. Travel and tourism is
the process in which persons travelling and staying in places outside their usual environment.
Hospitality is base of travel and tourism. Hospitality includes all businesses which accommodate

tourists and travellers when travelling the other destination. The meaning of hospitality is to
providing a safe and enjoyable environment for client (Pike and Page, 2014). Traveller always
want all facilities with good quality. Client always prefer safe journey, tourist always go with
good and tasty food with high quality. Travellers want to experience recreational and leisure
activities and most of time avails accommodation, food and beverage, hospitality is process
which provides all these services to tourism. There are some important roles of hospitality which
are gives below: Accommodation providers: accommodation is place that allows the travellers to live and
stay temporary. There are some parts in accommodation such as HOTEL, camping parks,
catering providers, restaurants, cafes etc. Hotels: it is main part of accommodation because after a long travel when tourist arrive
at his/her final destination their main interest is to check into their hotel rooms. So the
hospitality sector choose the best hotels for its travellers they choose the hotels in which
travellers welcomed by different ways and gets all services time to time in hotel.
Hospitality sector choose the best servicing provided hotels because the tourist may tired
and irritate after their trip (Tribe, 2015). Cafes: as cafe increases in popularity. Travel agent should choose the hotels for travellers
near the good cafe. Cafe increase its popularity in young generation most. Cafe used to
specialise in hot beverages such as coffee and tea. Apart from this many cafes uses
different themes and design in their interior (Shahzad and et.al., 2017). So this is also a
way of attract the traveller most.Theaters and shopping complexes:
 Aviation: Hospitality is present in airline in the form of catering, as well as sleeping
arrangements. Airlines offer food and beverage to the traveller. Aviation industry cannot
survive without hospitality. Airline sector welcomed their tourism very politely. The
airline staff gives all the important instructions to the travellers. They provide snacks and
drinks to travellers. Budget airline offer food and beverage on extra cost, while higher
class airlines often offer all inclusive food and beverages, even those paying for economy
seating. Now days many airline companies offering cheap menu, everyone can travel to
the destination of their choice at a relatively very low price.

The main problem which is occurred in aviation is accommodation availability. The airline
industry's success depends very much on accommodation availability. At destination When
hotels are at full capacity than airline may lose out on business. Accommodation availability
problem is occurred when airline flying to small destination.
 Business Travel: Accommodation availability is most important for business travel.
Business people always want a good hospitality with accommodation services. Business
people always want a good hotel with necessary facilities to work comfortably. They
search the hotels with business centres. They will choose those hotels which provides
conference areas, Wi-Fi or cable internet, meeting rooms as well as other services such as
24 hours laundry and dry cleaning.
To impress clients and business associates; business people prefer for some of the best
restaurant. Where after the business meeting they can also enjoy pool party. Conference and exhibitions: Conference and travel is also important for national and
international travel and tourism industries. Exhibitions offer user the possibility to view
product or services before buying them. International exhibitions attracts the exhibitors
from around the word. Exhibition companies and organisation offers new concepts and
product to other people form field. This process attract thousands of people from world.
By offer the conference and exhibition travel the travel tourism organisation can gets
more benefits.
 Visitor Attraction: Social and Cultural are those factor that affects the travel and tourism.
Natural park, historical places, zoo, museum, gardens and building are example of tourist
attraction.
Natural beauty such as beaches, island resort, hiking and clamping in national parks, mountains
are example of tourist attraction. Natural parks and other activities also attract the tourist. Tourist
attraction is place where traveller visit, typically for its inbuilt or exhibited natural or cultural
value, built beauty and amusement (Zhang, Cai and Lu, 2014).
Museum is liked by most of the visitor there they can get the history of the place. A person who
is more interested in history chooses the historical palace to visit. So this visitor attraction
increases the business of travel and tourism. The agent of travel and tourism chooses the

destination with all this visitor attraction. Visitor attraction is helps a lot to attract the traveller.
By using this attraction agent can increase the number of customers.
 Theme Parks: Theme parks also a most popular visitor attraction. Children like mostly
the themes parks. For example Disneyland is most famous visitor attraction. Most theme
parks house possess restaurant and cafes where families can enjoy meal and get back to
having fun. By offering this extra hospitality this themes park are going more famous in
the world (Volgger and Pechlaner,2014).
TASK 2
2.1 The implications of integration to the hospitality industry
There is huge importance of merge and acquisition in the hospitality industry as this is a
very vast industry and needs many helps to full fills many task according to situation occurs.
There are many ways to describe the hospitality the very foundation of every industry. The basic
meaning of hospitality is a cordial and generous reception of guests as the guests are considered
important in terms of every thing. With hospitality, the experience ends exactly where it began as
it is gracious reception of guests at the front door.
Hospitality industry is a very wide category of fields as this is a service industry that
includes lodging, event planning, theme parks and many more. This industry is a multibillion
industry that totally depends on the leisure time and disposable income. There are so many
numbers of processes in this industry as this leads to the formation of many services with the
main aim is to increase usage rate provided by the hotels consolidators. Information about the
required or offered services are brokered on all business networks used by vendors as well as
purchasers.
The implication of integration to the hospitality business means the importance of merger
and acquisition. In this different level of services are provided for meeting the criteria that is
made by them for the convenience of their customers. The hotels and restaurants merge to
provide and get best among all. Integration is the process of merging and acquisition as this will
help the industry to invite the more customers and retain the existing by satisfying them to the
core. The main importance of integrating in hospitality industry is it will help merge companies
to earn more income whereas it will benefit the customers as they will get more in the less p-rice

with all possible service in one place. Travellers gets consolidation as it is a pricing and benefits
that they will get after integration. Some importance are as follows : Service quality : Integration will improve the service quality that the vendors are
providing to their customers. As quality is the first that is considered by all in terms of
every thing. If the hotels or restaurants will integrate with each other than this will help in
their cost cutting as they will be able to provide more in less expense. Efficiency : Integration will improve the efficiency as they will work with effectiveness
so that they can cut their expense and improve their income. After integration the cost
that is indulge in providing services to the customers will get divides and work also gets
divided. By dividing the work they can perform their part with full concentration to
achieve efficiency.
 Competition : Integration will increase the rate of the competition in the market as before
integration there were many and after the number of hotels and restaurants became less so
this will clearly show that if they want to remain in the market then they need to defeat
their competitors in all the way possible as this is the only chance to retain the customers
and be in the market for longer period.
Affects of integration on hospitality businesses
Integration affects the hospitality business in many ways as this is related to merge and
acquisition. The right decision can make the future in the hospitality industry whereas the wrong
decision can break the hotels and restaurants into pieces. There are some hotels and restaurants
who gets benefits with this integration process are as follows :
Accor Hotels :Accor hotels are using the brand name of Accor S.A as this is French
multinational hotel group who operates in more that 95 countries in all around the world. It has
many hotels and resorts all around the world. After integrating with the other hotels and resorts it
has gain a tremendous growth in all the way possible as its products gets expansion, its
profitability ratio gets increased year after year, provide employment to many professionals to
achieve the efficiency in the work done by them. It provides all kinds of brands according to the
affordability of the customers. It merged with the FRHI Hotels and Resorts so that they can help
them in reserving the rooms as it is a global reservation centre.

Intercontinental Hotels and groups : It is a hotel for every occasion as it provide and assures the
customers of providing the best services in shot period. It is a British multinational hotels
company it is a hospitality company has many brands that has franchise all around the world. It
has many divisions s and serve the best quality product to all its customers all around the world.
After integrating with the other hotels and resorts it has expanded its products and services as
now it has more resources available to satisfy the customers and meet their profit earning needs.
Its profit is very high even after deducting all the expenditure occurred. Besides many criticisms
it gains so much of fame after integrating is only because of its efficient work that it is doing in
the market from last many times.
Greene king : It is the UK's largest pub deals in the retailer and brewer. This is company that has
many pubs, restaurants and hotels. Its main products are Beer as it deals in the retail market of
beer. It has even got the price for its hospitality programme. After integration it has shown
tremendous growth as it became more efficient in their work of producing beers of different
brans (Greene King, 2017). Its profits gets increased and they have got the very good position in
the targeted market. It produces different kind of bears and the effects of integration is so
positive that it got the required resources for growth and upliftment.
Heineken : It is a large beer production company that is Dutch brewing company. It is a
international company that is basically well known for its signature green bottle and red star. Its
beers are produced worldwide as it has many offices all around the world The effects of
integration is very positive on this as it gained name and fame in the targeted market . It has
many of its labours and brokers in south africa and it also has many sponsors for the advertising
its product. Its product is now well established in the market and profitability ratio is upward
sloping after integration (Telfer and Sharpley, 2015).
Marriott Internationals : It is American multinational diversified hospitality company that
provides the quality and the fast services to its customers. Its main products are hotels and resorts
and their net income is also very high in the market. The effect of integration has very positive
effect on this it will be able to earn more profit as it has sufficient resource to serve its customers
the best of their services. Integration helps this in reconstructing as this is very important for the
company to get renovation. It has product in both the type premium and luxury and customers

are free to select the services provide by them according to their affordability. They are getting
the best after integration in the market with others.
Whitbread : It is the company which has many hotels and resorts in all around the world as it is
in the service industry and provide many services to the customers according to their
affordability. The effect of integration is very high and positive on this as it has gained the very
recognised position in the market and its profitability ratio has upward sloping direction. Though
they had to go through many criticisms they are consistent in their work that's why their
efficiency leads them towards the success.
Marten's pic : It is very well known for its services that it is providing to its customers so that it
can satisfy its current and will be able to generate mare new customers in the market. The effect
of integrations very positive on this as this is the best thing that is done to this. Its profitability
ratio is very high as it is earning more profit than before.
TASK 3
3.1 Justification of the selected project
Here is the justification of the selected project as this is all about the travel and tourism
that means the services that the public is getting on being a customer of them. They all should
make a proper development plan so that they can grow and uplift their company in all the way
possible as it is very important for the companies who are in the hospitality business to satisfy
their customers so that they can retain in the market for longer period. These companies should
try all the market for the expansion of their business so that they can get to know about their plus
points and minus points and accordingly they can take all the possible corrective measures. To
make a proper hospitality project the first thing that has to be done is having general idea about
development as our project is hospitality provisions of tour and travel so we can get the general
idea about the project and includes all the essential factor that are required for it-then the next
step in the project is design as design is the most important to make a perfect project as it include
culture, brand, interior, exterior, functional areas, customers flows, link to target market,
customers with individual needs and sustainability all these collectively will help in preparing
the design of the project (Mowforth and Munt, 2015). Then the third and the last step is the
operations as operations are very important for every project as their efficiency will decide the
success rate of the project. This includes staffing as it a key function of the management,

specialise qualification is required, seasonality sorts the staffing issues in the functional areas,
there is cultural diversity and different ways to deal with the conflicts, very long but specific
recruitment procedure is there along with the polices that clears all the doubts of the candidates,
pricing strategies are made by the department according to the product and at last the
promotional activities are made so that they can promote the product in the best way possible and
at the best platform. So for making a appropriate project plan for hospitality all the above
mentioned things are must as they will ensure that every thing is going right according to the
steps mentioned in it (Yang and et.al., 2017). If the company is in a hospitality industry and
wants to be on top position in the market then it needs to prepare a perfect plan for the project so
that they can achieve the success and goals. Their profitability will automatically increase if the
project made by them will get success. So by adopting above three steps they can make their
project successful.
3.2 Developing a plan for hospitality business
Idea
The business will be opened in which a hotel will be combined with restaurant. The plan
is to open a business in which both hotel and restaurant is there. In the UK this setup would be at
tourist location. As the number of tourists that is visiting UK each year is very high and also the
demand for such things in UK are also high. There is a huge potential of such a business .The
tough competition will be faced but the plan that is being made will pay attention on the middle
class families (Horner and Swarbrooke, 2016.) .The competitors are mainly providing luxuries
services that is being not afforded by the middle-class families. But this hotel would serve them
with their best services in their budget. The best possible services will be provided to middle
class families who visit the UK tourist destination.
Objective
 To provide tourist with the best experience during their stay at the hotel
 To provide the best quality food and services at restaurant at affordable prices
 To satisfy all the needs and requirements of customer
Market research

Before opening any new business the market research is the first business step. The
personal interview with the people can be made who will purchase the product and also
questionnaire related to this can also be made and distributed among some people in order to fill
it. The expectation of customer regarding the hotel can be estimated from this and then the
product can be planed according to it (Della Corte and Aria, 2016). The demand of the product in
the market that we are planning to target at an affordable price can be known from this market
research. As about 1000 tourist sample size in UK can be selected.
Target market
This plan will be targeting middle-class families who would not bale to afford high
package deals. From all ages the target segment will be included .The location that would be
selected will well-known UK popular destination (Chen, Chen and Okumus, 2013).
Target location and business size
The UK tourist destination will be the target location which is visited by middle class
families. About 99 rooms will be there in which all facilities such as AC rooms will be there and
about 49 room will be there without AC. The facilities such as food and lodging will also be
given (Iniesta-Bonillo, Sánchez-Fernández and Jiménez-Castillo, 2016.).
Investment
The investment will be made from 2 sources. From the personal savings and second will
be from the banks. The 50-50 ratio will be there of both of these sources. .
Product and services provided
 Best quality food will be given
 To special guest conveyance facilitates will be given
 99 fully ac rooms and 50 non AC rooms
Interior and deigning
The simple design will be there in the hotel as it is target middle-class families. But the
people who will visit the hotel will get a good feeling and they will feel like they have come to a
special place (Carlisle and Tiffin, 2013).

Quality management
The training will be given to employees to provide guest will their best services and also
the bets quality food items will be provided to customer during their stay.
Operation
Recruitment policies and procedures:Human resource manager in tour and travel company is
required to follow formal procedures that is prescribed in employment law that is being
formulated by government. As this activity will assist firm in eliminating any kind of legal
obligation on them (Zeng and Gerritsen, 2014). It will allow enterprise in ensuring fair human
resources practices. It is required by human resource management team to adopt systematic
approach as this will support them in appointing talented and skilled workforce. The various
qualities of candidate that are judged travel and tourism industry are innovation. Marketing,
management, communication abilities etc. As these skills helps individual in attracting visitors
and providing them services in professional manners. The policies framed by personal manager
in tourism industry should be transparent as this will help in retaining their employees for long
term (Komppula, 2014).
Promotional activities:The travel and tour operators can introduce various packages, launch
seasonal offers in order to promote their products and services. It can make use of technology for
promoting their brand and this will also support firm in analysing the need and demand of
consumers. It can use direct marketing techniques as this will provide the organisation an
opportunity to communicate their objectives and demonstrating the benefit of products. It will
also allow business unit to provide detail about various holiday packages.
Pricing strategy:The pricing will be done keeping in mind that it is affordable for the middle-
class families. Before setting the prices of their products and services tour operator are required
to identify various costs associated with providing effective services to visitor or executing a
tour. Mark up pricing strategy can be adopted by enterprise as this will help business entity to
ensure that they make profit on each sales (Kim, 2014).

CONCLUSION
In the hospitality industry there are many vast topics as it is a service industry and set up
in the market with the basic purpose is to satisfy the current customers so that they can generate
new customers. This reports contain all about the hospitality as hoe it is done and what are the
impacts after integration with others. This is detailed study about each and every topic of the
hospitality and at last it has a project of hospitality which includes the development, design and
operations.
Illustration 1: Organisational chart of Hospitality industry
Source:(E-travel week Journal,2017)

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Online
Greene King. 2017. [Online] Available through: <https://www.greeneking.co.uk/>.