Contemporary Hospitality Industry: A Report on Garden View Hotel

This report provides a comprehensive overview of the contemporary hospitality industry, using the Garden View Hotel as a case study. It begins by defining the industry's scale and diversity, exploring its various sectors and the importance of customer satisfaction. The report then delves into organizational structures, comparing tall and flat structures, and examining the structure of the Garden View Hotel. It also identifies the roles of key professional bodies like the British Hospitality Association and the Institute of Hospitality. The analysis continues with an examination of staff requirements, roles, qualifications, and responsibilities within different hospitality settings. Furthermore, the report addresses managerial, legislative, and operational issues affecting the industry, including the current image of hospitality. Finally, it concludes with predictions for future trends in the hospitality sector and an impact analysis of these trends.

CONTEMPORARY
HOSPITALITY
INDUSTRY

Table of Contents
INTRODUCTION...........................................................................................................................3
Overview of the company:...............................................................................................................3
TASK 1............................................................................................................................................3
P1.1 State the scale and diversity of hospitality industry............................................................3
P1.2 Explain the organizational structure of different hospitality industry................................5
P1.3 Determine the role of hospitality related professional bodies & organization...................6
TASK 2 ...........................................................................................................................................7
P2.1 Determine the requirement of staff in different hospitality industry..................................7
P2.2 Explain the roles, qualification & responsibilities requirement for hospitality staff .........8
TASK 3............................................................................................................................................8
P3.1 State the managerial, legislative & operational issue affecting hospitality industry..........8
P3.2 State the current image of hospitality industry...................................................................9
TASK 4 .........................................................................................................................................10
P4.1 State justified prediction for the development & trend in the hospitality industry...........10
P4.2 Generate an impact analysis for the predicted trends.......................................................11
CONCLUSION..............................................................................................................................11
REFERENCES ............................................................................................................................12

INTRODUCTION
The hospitality industry can be broadly define as service industry. This industry mainly
focuses on satisfying customer in a better way and this probably because its business highly
depends upon providing luxury services (Amin, 2015). It mainly categories into hotels, hospitals,
theme parks, clubs, transportation, amusement park, tourism industry etc. Most people think that
when we talk about hospitality industry, it is mainly related with hotel sector. Hospitality
industry mainly relies on providing excellence service to its guest by meeting their requirement
in the form of providing them what they actually desires. The chosen organization in this
assignment is Garden View Hotel which is a 3 star hotel ideally located in the heart of London's
Earl Court. This assignment talks about the structure and shape of different hospitality industry
and also it examine the role of professional bodies in the Hospitality Sector.
Overview of the company:
Garden View Hotel is a 3 star hotel which is located in the heart of London's Earl's Court which
is next to the private city garden. At this Hotel, guest will find heritage & modern rooms mainly
which gives the best view of London. Each room of this hotel includes suite bathrooms, tea &
coffee making and free Wi-Fi. Also apart from all these amenities each room is decorated as per
the garden theme. Their mainly emphasize on cleanliness and providing health & organic food
which is gluten free. Also the hotel provides other amenities such as spa, jacuzzi, salon, shopping
outlets etc. through which they can attract new consumers & retain old one.
TASK 1
P1.1 State the scale and diversity of hospitality industry
Hospitality sector is considered as the fastest growing sector in the modern world.
According to the latest statistics it has been found that there are 48000 guest houses & hotels in
UK with an annual revenue of 50 billion (in pound). UK hospitality industry has a wider scope in
terms satisfying customer desire in an effectual way. The word hospitality can be further
categorize into commercial and welfare sector such as hotel, restaurant, clubs, educational
institution, hospitals, old age home etc. There are unlimited number of tourists who visit London
almost every year (Yahya and Kassim, 2013). For handling such large number of visitors,
London is having infinite hotels that take care of tourists by providing them with the

accommodation and for doing this large workforce is needed who will effectively run such
hotels.
Hospitality industry is assorted with ownership, grading system, innovation, future
trends, leisure amenities etc. There are plenty number of hotels that provides similar services to
its guest but still they are different to each other based on their extra services that they are
providing to their visitors. This may be in the form of Jacuzzi, internet, gym, steam bath, shops,
clubbing, gaming zone, laundry, car parking, saloon etc. which makes a hotel different from its
competitors(Bharwani and Jauhari, 2013). Hotels can be classified according to their Grading
System which is usually ranges from one-five star. This grading system is based in the services
they offered to their client’s and from their feedback as well. Garden View Hotel is one of them
who deals in providing accommodation to large number of tourists. Their prices updated on daily
basis so that they can charge best possible price from their visitors. In order to attract more
customer and get advantage over their rivals, they offer cheaper prices on weekdays. Apart from
food and accommodation, entertainment is another sector that plays crucial role in attracting
tourists. Different people owns different meaning of entertainment. For instance Leisure guest
wants entertainment in terms of Jacuzzi, sauna bath etc. Hotels are also require to arrange some
indoor activities which gives their guest another reason to remain in hotel.
Figure 1Hospitality rate

(Source: Census Report, 2010)
P1.2 Explain the organizational structure of different hospitality industry
Organizational structure defines the relationship between different organizational
department and people (CG Davidson, 2015). Different companies are having different types of
structure some are having tall while others are having flat. Tall are mainly suitable for large type
of organization which normally involves different levels in terms of staff, to managers, to
workforce. There are less staff level involved in flat structure. For instance, the owner of flat
organization hotel can be chef or manager.
Structure of accommodation sector can be classified as franchised and sole ownership.
The main advantage of sole ownership is that they are solely liable for their entire profit and
losses which others are not. And in case of franchised hotel, all partners shares profit & losses
equally or according to their shares they invested in the hotels. Both sole and franchised have
their own organizational structure depending upon their grading level.
Structure of educational system is also different on the basis of their education level they
offered to their children in terms of nursery level, middle school, secondary school and
university. Each level is functioning independently, but still there is coordination among all the
levels. Similarly large hospitals have complex structure as compare to the smaller ones who
possess much simpler and flexible structure. Hospitals usually follows vertical structure in
which the person sitting at top is the most powerful and authoritative. All personnel are required
to report them on daily basis.
Structure of Garden View is flexible as there are less number of authoritative person as well as
employees available in this hotel because of its low rate rating (McPhail and Barry 2011).
Though the hotel is aiming to improve its rating by providing them extra amenities to its guest
which delight them in an effective way which results in attracting large number of customer.

Figure 2Hotel Structure
(Source: Organization Structure, 2017)
P1.3 Determine the role of hospitality related professional bodies & organization
1. British Hospital Association (BHA): BHA is mainly concerned with catering companies,
restaurant and hotels. Basically it is a private association which represents that these organization
exist from last 100 years (Gin Choi and et. al., 2015). It was developed in the year 1907 and
focuses on five main areas of Restaurant, catering and hotel business which are discussed below:
 Economy: BHA fosters an environment that focuses on global competition & proper
growth in this competitive world.
 Employment: BHA also focuses on providing employment opportunities to less
educated & less skilled personnel. They aim on serving platform to the personnel where
they can develop & improve themselves personally and professionally.

 Intelligent Regulation: BHA advices the government in terms of reducing the costly
regulation which has adverse impact on the hotel industry.
 Sustainability: Another significant area which BHA needs to address in terms of
meeting the requirement of society & environmental factor after fulfilling the needs and
desire of target audience.
 Health: BHA is require to shape hospitality sector in such a way that leads to improve
the healthiness of the entire sector and also encourage wellness in the eyes of consumer.
2. Institute of hospitality: It is mainly concerned with aspiring mangers of hospitality industry.
This institute supports the manager by providing them right training. The Institute was first
established in the year 1938 and their main roles are:
 Membership: This institute provide various membership program that comes out as an
opportunity in terms of developing their skills & knowledge in Hospitality Industry.
 Qualification & Accreditation: It also offers multiple number of vocational programs
that gives managers a platform to put up their skills & abilities.
 Professional Associations Research Network (PARN): The institute is also the member
of PARN which makes it liable to deliver their clients or guest with the best quality
services in terms gaining higher satisfaction level from them.
TASK 2
P2.1 Determine the requirement of staff in different hospitality industry
Requirement of staff may vary from industry to industry. It depend upon the size &
structure of the organization. If the structure of the company is large enough then, they require
large workforce and other hand, if the size is medium or moderately small in comparison to large
industry they requires small workforce. For instance, if a hotel grades between four to five star
then probably it requires large number of personnel as they are offering more number of extra
services in comparison to other hotels and to carry forward or to execute such services extra
requirement of staff is needed. So such type oh hotel is having workforce in bulk so that they can
delight the customer in an effective way (Kwon and Kim, 2013). With more staff, the hotel need
to provide them extra training in terms of communication, fast services etc.
On the other hand a normal range or three-two star hotel doesn’t require much staff as
large hotels. This main reason is they hire multi-talented personnel which bifurcate their work

according to their skills & requirement. The other main reason can be revenue of the hotel, being
a three star they cannot afford to hire more staff than customers. In one or two star grading hotel
manager plays the role of chef which gives them the reason to save their money and utilize it in
satisfying consumer desire or needs (Hertog, Gallouj and Segers, 2011). More extra services or
amenities offering by the hotel makes them to hire more employees for that such as for saloon
they need to hire hair specialist, for spa they need to hire professional masseuse etc. which puts
extra burden on the industry.
P2.2 Explain the roles, qualification & responsibilities requirement for hospitality staff
The responsibility & role of the hospitality staff for each company is different depending
upon their criteria of selecting workforce. Some organization hire people on the basis of
knowledge they possess while some recruit personnel on the basis of their skills or competencies.
For instance, In Garden View, the head of hotel is general manager, who with the help of
assistant manager further divides the task with supervisor of each department. According to this,
they train their employees so that they can attain perfection in their key areas. They recruit
employees as per the requirement in the hotel. If there a need of chef, they mostly prefer & hire
those applicant who have prior experience of maximum 2-3 years with a reputable hotel. If there
is vacancy related to the Laundry, then in such cases hotel doesn’t hire people on the basis of
their knowledge, they hire them on the basis of their experience in particular area.
Thus, Hotels are require to give proper training or induction program to its workforce so
that they clearly understands what job they have to perform. It should be good the employee to
know to whom he has to report so that if he faces any difficulty, he can directly ask their
superior. The main role is to satisfy their consumer by providing them delighted services in terms
of Jacuzzi, spa, night club etc. Also the workers are require to notice like & dislikes of the
consumer taste so that they can satisfy them in a better way by providing them with a food of
their choice.
TASK 3
P3.1 State the managerial, legislative & operational issue affecting hospitality industry
The operational issue of Garden View is related with the food thy offered to its guest. It
must fulfil the requirement of safety & health regulation (Leung and Law, 2011). Such small

establishment leads to generate or upgrade the grading level of the company. When a company
meets the minimum requirement of health & safety, it falls under the category of two-star hotel.
Another role which they need to perform is maintaining cleanliness in the room which attracts
consumer the most. For instance, there was a situation when guest from health & regulatory
department came and they grade 80% of hotel in cleaning because they have well-organized
stocks in effective way, providing safety & healthy food, good quality of cleaning etc.
The legislative issue can in the form No Smoking & No Drink allowed inside the
restaurant. To cover up these things, the Garden View provides free internet access to its guest so
that they can enjoy unlimited surfing. Also on alternative days, Chef makes special food as per
the desire of the guest. They also add some entertainment in the form of live music or comedy
talks which stimulates the interest of the visitors (Janta, 2011).
The managerial issues deals with providing adequate training to its staff so that they can
put their best in achieving company, both short & long term objective in an better way. They
trained them in such a way so that they can put up their best in every task that is going to be
offered to them which makes them more confident and strong. Positive & Motivated personnel
works hard towards attaining company’s goal.
P3.2 State the current image of hospitality industry
The trends in Hospitality Sector keep on changing as per the consumer requirement. Now a days
number of visitors has increased rapidly, which gives hotel industry a reason to earn revenue by
satisfying & delight the visitor’s desire. London is developing rapidly just like an international
business market overseas. Hotel sector is aware about the fact there one single sector affects the
other three sector of the country which has a great contribution in the GDP and they are
economic terms, revenue and employment. Following are the list of current trend in the
hospitality industry in term of Hotels:
They are serving health & organic food which is gluten free.
 Offering wellness services in terms of providing sauna bath or different types of spa.
 Extreme sports such as paragliding, river-rafting attracts guest the most.
 Green-Sustainable Hospitality means most of the hotel is having solar power as their
main energy which in turn benefits the whole environment (Jeou-Shyan, 2012).
 Budgeted Hotels so that each and every person can enjoy the experience of Hotel.

 Innovation technology: Fingerprint scan room entry, offering virtual tour, infra-red body
scanners are some example advanced technology which attracts the visitors on vast level.
 Promotion on Social Networking sites which is youngster’s main area of interest.
Through this hotel, can identify various likes & dislikes of their guest and change
accordingly. Hotels are using this platform as an information source, also they used social
media to remain engaged with their visitors which help them in retaining loyal customer
for longer period.
 Hotels have make easier in terms of payment option as they have stated the facility of
Google Wallets which is considered as one of the finest way to secure payment & make
payment fast and convenient by just tapping on their smartphones (Hsuan and Chang-
Yen, 2011).
TASK 4
P4.1 State justified prediction for the development & trend in the hospitality industry
Over the last 25 years, Hotel industry has changed tremendously as people has started
spending more into leisure travel & holidays. The biggest innovation in this sector which worked
out as a fuel in the fire is low budget airlines which makes desire of every lower income group to
travel. Another innovation is budgeted hotel which offer cheaper services & accommodation rate
to its guests. Another invention can be in the term of e-commerce where consumer can make
their all arrangements from booking a flight to booking a hotel simply by clicking on just one
Tab button. With such innovation, it become easier for guest to find all relevant information
related to hotel, and on the basis of their liking they can choose the appropriate one. In-fact
consumer can also avail the benefit of online booking in terms of free services, 20% off on food
etc.
Currently technological changes have easier our life, by simply sitting at home when can
order food, book tickets, plan holidays etc. Globalization has also had an adverse impact on the
growth of hospitality sector as now most of the companies as well as people want to expand their
business all across the globe. From these trends, we can analyse that the future of hospitality
industry is going be bright and it will bring much enhanced hotel facilities that makes this sector
better (Jones and et. al., 2016). The new trend may include eco-lodgings, development of mega
hotels which prosper growth of hotel sector.

P4.2 Generate an impact analysis for the predicted trends.
Hotels uses advance technology in terms of Fingerprint scan room entry, offering virtual
tour, infra-red body scanners, and automatic room temperature etc. largely impact the consumer
choice. In the modern era, consumer prefer such hotels who have all these facilities which make
them unique from their competitors. Also hotels are using guest fingerprint in operations
function so that both guest & client can have access to all the details regarding their check in
check out. It became easier for the hotel to monitor the visitors in a better way and ensure them
security. With the help of this system, both hotel & guest can save their precious time which they
can utilize in any other creative activities (Kandampully, 2012). This time burden reduction will
motivate the workforce so that they can now work even harder and with more determination.
This method is best suitable when hotel is having large number of booking on same day as it
reduces the chances of fraud. Thus with the help of advanced & innovative technology,
hospitality industry is growing rapidly.
CONCLUSION
As per the above mentioned report, it can be concluded that hospitality industry is
growing at a faster rate in terms of satisfying customer needs & wants. Organization such as
BHA, Institute for hospitality act as development bodies which aid hospitality industry in a better
way. The recent development in this sector in terms of offering various amenities to its client
give them the reason to gain competitive advantage at vast level in the global market. Millions of
people visit London every year which gives this sector a reason, to serve the client in fulfil their
desire by offering them such services that stimulates them in an effective way. Thus, hotels are
require to manage their functioning in a constructive way that results in earning higher
profitability ratio for them.

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