University of Northampton: Business Opportunity Report

This report provides a comprehensive analysis of business opportunities within the hospitality sector, focusing on the case of St. Athans Hotel. It begins with an executive summary, followed by an introduction that defines business opportunities and highlights the growing hospitality sector. The main body delves into emerging trends such as artificial intelligence, technological advancements, booming global tourism, and robotics, and their impact on the sector. It explores business opportunities like travel blogging, travel agencies, and event management. The report then proposes an innovative product or service, emphasizing the importance of product development and feasibility studies, including technical and time feasibility. The conclusion summarizes the growth opportunities available and the importance of innovation in the changing environment. The report incorporates relevant academic perspectives and provides a detailed overview of the market trends and entrepreneurial strategies.

Opportunity
Innovation and
Entrepreneurship

EXECUTIVE SUMMARY
The report includes detail analysis about various opportunities available at the
marketplace which can be adopted by the business entity in order to perform all the operation at
new level. In addition to this, the present report includes delivered the consumption of the
feasibility study which a business entity can perform when they create a new commodity for
attaining new opportunities at the competitive marketplace. In addition to this, for grabbing
competitive advantages it has been analysed that management team of St. Athans Hotel need to
adopt various technological trends into the current operations. It is a hospitality sector which is
one of the most dynamic sector where innovations takes places on a regular basis . They highly
introduce new and unique products and services as per the needs and requirements of their
customers and satisfy their needs to beat the competition level.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
Main Body.......................................................................................................................................4
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Business opportunity refersto an investment done by a business organisation for
developingand expanding various activities in asystematic and effective way. In addition to this,
it has been identified that by examining the market and customers trends which as a result leads
towards the growth and success of the business entity. It assist a business entity in order to take
innovative steps at the competitive marketplace whichas a result leads in order to raise the whole
market share. In this report, the main sector chosen is the Hospitality sector which considered as
a growing and emerging business atthe competitive business environment. St. Athans Hotel is
chosen as the base entity which is located at Camden, London and was founded in the year 2009.
The current report includes discussion about emerging trends among hospitality industry which
is quite necessary for the business organisation to examine so that high quality services will be
provided by the company to their clients. Apart from this, discussion about business
opportunities are also included in this report where it is necessary to gather knowledge related to
the approaches for business opportunity.
Main Body
Hospitality sector is acknowledged as one of the fastest growing sector among all which is
contributing in the economic growth of the nation effectively. The respective sector includes
range of services such as accommodation, lodging, entertainment, food & beverages and many
others. At end it has been analysed that the respective sector is gaining advantages from several
sector whereas on the other end it has been seen that there are range of the challenges that have
been developed due to alteration in the requirements of the customers as well as market trends.
In order to deal with the same, the respective sector focuses on making use of advance
technology with the motive of bringing innovation in the same industry so that they can serve the
customers in most appropriate manner and influence them to remain loyal with the same entity
for longer period of time. In addition to this, it can be further said that mega trends are also
acknowledged as macroeconomic as well as global factors which might place impact over the
business activities, society, economy as well as culture of the nation. Some of the common
emerging trends that belong to hospitality sectors are robotics, artificial intelligence, advanced
technologies and many others. The main emerging trends among these are specified as below in
detailed manner.

Emerging trends within hospitality sector:
Artificial Intelligence: AI is mainly used in hospitality sector to make improvement in
customer services and enhance their experience with the same entity. With the usage of AI
within the hospitality sector, waiting line of the customers can be reduced. Also, it provides
contribution in resolving queries of the customers in timely manner which enhances their
positive experience with the same entity. With reference to St Athans hotel, the respective hotel
has launched voice controlled services which ultimately assists in improvising interaction with
the customers. In addition to this, the hotel also provides tourist information which directly
contributes in influencing more number of customers towards them.
Advancement in technologies: Technological advancement is acknowledged as another
effective emerging trend within the hospitality sector. The main forms of technological trends
within the sector are usage biometric which clearly specifies to determine actual visiting of the
customers. Along with this, if it is talked about St Athans Hotel, the respective hotel also makes
use of digital form of technology as well as several types of social media apps such as Facebook,
YouTube, Instagram etc. with the motive of promoting their services among the customers as
influence them to use services so that they can easily enhance their profitability in effective
manner.
Booming global tourism: With the passing period of time influence of people are now a
day’s increasing towards budget hotels with the high featured hotels. Here, it can be said that
with the increase in GDP income level of customers have also been increased. This has
ultimately raised expectation of the customers. As a result, in order to meet expectation of the
customers’, St Athans Hotel is required to provide best services to the customers at lower prices.
This would definitely attract large number of customers and also maximise sales performance as
well as profitability of the same entity in an effective manner.
Robotics: Robots are taken as the best form of innovation and emerging trend within the
sector as it helps businesses in executing their work responsibilities effectively. With reference to
St Athans Hotel, it can be said that respective hotel have introduced robot system who would be
handling customers effectively by simply providing them effective services in the timely manner.
By the assistance of this, it is getting easy for companies to cut down their cost and raise their
profit level.
Emerging business opportunity within the hospitality sector:

Service industry plays crucial role in the enhancement of the national economy. Here, it
can be said that the employees plays essential role in the growth of the hospitality sector as they
serves customers in such a manner which maximises their performance and also helps them out
in generating more revenue in rightful manner. It has also been observed that United Kingdom is
acknowledged as one of the popular nation which includes huge number of tourist destinations
such as Nelson, Churchill and Shakespeare that influences interest of customers towards then.
The attractiveness of these places directly enhances huge number of business job opportunities
within the sector. Some of the main emerging business opportunities are specified as below:
Travel blogger: Blogging is becoming one of the most important business opportunities
for the individuals as they can develop effective travel blogs by simply visiting several places
and promoting them in such a creative manner that attract people towards it and influences them
to visit the same place. Along with this, the travel bloggers also include others associated
information with it such as place to visit, accommodation options, eating places, shopping zones
and many others. For doing this, these bloggers also gets sponsorships, local advertisement
which ultimately generates income for the bloggers within the same area.
Travel agency: Now days, tour operators also develops several travel packages for
customers. The main reason behind this to provide compact services to the customers’ at
affordable prices. With the passing period of time numbers of travellers are increasing day by
day. This is directly huge number of opportunities for the travel agencies as by providing
effective services they can easily attract maximum number of customers. Also, travel agents are
also developing international travel packages for the customers who make their international trip
easier and affordable.
Event management: It has been analysed that emerging business job opportunity within
the hospitality sector can also be seen in the form of event management. It has been analysed that
now a day’s several events are organised at international destination in order to enhance
experiences. This simply increases scope of success for event sector as it includes several events
such as birthday celebrations, meeting related gatherings, presentations, wedding festivities,
corporate courses, workshops, organization meetings, big name advancements, design, big name
shows, film grants and more. Here, St Athans Hotel can easily attract maximum number of
customers towards them by simply providing facility of these kinds of events within their
premises in effective manner.

Proposal for innovative product or service with the hospitality industry:
It is said that hospitality industry is one of the most dynamic sector where needs,
requirements as well as mind set of individuals changes on a regular basis. This is the reason it
become essential to examine the market trends as well as mind-set of customers on a regular
basis. It has been identified that Product Development define as a procedure which includes
various factors such as examination of trends, identification of needs of customers which are for
the St. Athans Hotel. Inthe present context, large number of hospitality sector emphasize on
innovating as well as modifying their current products as well services so that they can grab
opportunities available at the marketplace in an effective manner.
On the basis of the mega trend which is modification in the technology brings changes in
their current operations. Accordingto the Kotler’s principal relatedto product development it is
said that there are mainly three phase of a commoditywhich are augmented product, tangible
product as well as core product. All these factors needs to be considered in order to provide high
quality products and services. For instance, St. Athans Hotel took into consideration where they
userobotswhile serving foods to their clients.
In the present context of hospitality sectorwhere St. Athans Hotel perform their business
functions at the marketplace introduce the use of artificial intelligence by adopting robotics
intheir administration help the management team of St. AthansHotelin order to reduce their
expenses. This innovation help them in order to keep their qualityand standard high by fulfilling
all the requirements of clients.
Feasibility study:
Itis said that the term “Feasibility study” assist large number of business entity in order to
project new innovation which they are going to offer at the marketplace to their customers. The
main aim of feasibility study is to examine the strength as well as drawbacks of the project
introduce by business organisations. This asa result help in increasing the chances of getting
success at the competitive marketplace by attaining their predefined targets and goals.
Furthermore, by conducting a feasibility study, it has also been said that the rate of achievement
of goals can be identified inan effective manner. In the present context of St. Athans Hotel, it has

also been analysed that management team of the company considerthis study which help them in
getting accurate success at the competitive marketplace.
Technical feasibility: Itis said that when it requires to improve the process of product
development, one of the best method is technical feasibility. This will help the management team
of St. Athans Hotel toprovide right product to the right person at the right time and in correct
manner. It has also been said that factors such as labour, transportation, materials, needs to be
properly taken care by management team by adopting artificial intelligence.
Time feasibility: In the present relation of St. Athans Hotel, it hasbeen said that it is a
sort of study where time duration is considered by the management team in order to fulfil the
task. It has also been said that time is an essential element needs to be set before starting the task
so that there must be a target for completing the whole project. Increase in time directly increases
the expenses of the company. In this context, time requires to implement the technology is
almost 4 months as the business entity require to expand their business activities at international
marketplace.
CONCLUSION
With the assistance of above information, it caneasily be understood that growth
opportunities for various organisations are present at enormous scope. In addition to this, it has
also been identified that with the help of new and innovative ideas which arise at the changing
environment so they will be able to provide high quality service to their customers. In addition to
this, it becomes very necessary for the high authorities and top management team to conduct
feasible study so that they can take correct decisions within given time period. It has also been
identified that there must be continuous innovation in the products and services so that they can
easily survive at the competitive marketplace. With the assistance of this, an organization can
easily beat the competition arise at the market area which also leads towards the sustainability of
the enterprise for long duration. At the end of this, it has been finally concluded that all the
emerging trends and situations within the hospitality sector helpin supporting the economic
system of the country in various other aspects.

REFERENCES
Books&Journal
Dodgson, M. and Gann, D., 2020. Philanthropy, Innovation and Entrepreneurship. Springer
Books.
Fu, K., Wennberg, K. and Falkenhall, B., 2020. Productive entrepreneurship and the
effectiveness of insolvency legislation: a cross-country study. Small Business Economics,
54(2), pp.383-404.
Kloep, M., 2020. Innovation and Entrepreneurship for Supply Chain Management & Logistics.
Int. J Sup. Chain. Mgt Vol, 9(1), p.1088.
Sun, D., Li, S. and Xu, X., 2020. Analysis of reform and development strategies of China’s
Internet innovation and entrepreneurship education. Entrepreneurship Education, pp.1-17.
Langworthy, M. and Warnecke, T., 2020. Capabilities and (Missed) Opportunity for Women’s
Entrepreneurship in Kuwait. Journal of Economic Issues, 54(2), pp.404-412.
Castaño-Martínez, M.S., 2020. Innovation, Value Creation, and Entrepreneurship by
Opportunity: An Analysis of European Countries. In Analyzing the Relationship Between
Innovation, Value Creation, and Entrepreneurship (pp. 43-63). IGI Global.
Kloep, M., 2020. Innovation and Entrepreneurship for Supply Chain Management & Logistics.
Int. J Sup. Chain. Mgt Vol, 9(1), p.1088.
Ambrose, R.O., 2020. IEEE/IFR Innovation & Entrepreneurship Award. Evaluation, 2020,
pp.06-17.
Sayili, K., 2020. Retaining skilled employees: A human capital model with innovation and
entrepreneurship. Managerial and Decision Economics.