Developing Global Management Competencies: HRM Report Analysis

This report, prepared by a student for Newcastle Business School's Developing Global Management Competencies module, delves into the challenges and issues within global human resource management (HRM), specifically within the hospitality industry. The report is divided into three parts: an introduction and background of the industry, a reflective statement, and a video script. Part 1 provides a detailed overview of the hospitality industry, including its various sectors and the key challenges it faces, such as ethical considerations, changing customer expectations, evolving marketing trends, irregular cash flow, data security threats, increasing competition, and the importance of maintaining a positive online reputation. Part 2 offers a reflective analysis of the issues presented in Part 1, outlining the student's personal implications and proposed solutions for navigating these challenges, including strategies for ethical practice, customer engagement, online marketing, data security, and competitive advantage. Finally, Part 3 presents a video script, focusing on the student's aspirations to become an HR manager in the UK hospitality sector and the challenges and solutions they anticipate encountering in this role. The report emphasizes the need for adaptability, ethical conduct, and innovative strategies to succeed in the dynamic global HRM landscape.

Running head: GLOBAL HUMAN RESOURCE MANAGEMENT
Global Human Resource Management
Name of the Student:
Name of the University:
Author note:

1GLOBAL HUMAN RESOURCE MANAGEMENT
Table of Contents
Part- 1.........................................................................................................................................2
1.1. Introduction.................................................................................................................2
1.2. Background of the industry.........................................................................................2
1.3. Key Challenges and Issues..........................................................................................3
1.4. Conclusion...................................................................................................................6
Part- 2.........................................................................................................................................7
2.1. Reflective Statement.......................................................................................................7
Part- 3.........................................................................................................................................9
3.1. Video script.....................................................................................................................9
References:...............................................................................................................................11

2GLOBAL HUMAN RESOURCE MANAGEMENT
Part- 1
1.1. Introduction
Time changes rapidly and as per the changes human beings are required to grow and
adapt themselves. We develop both in a personal and professional manner with the change of
time in our life. In this part of the assignment I shall be elaborating on consolidating my
understanding and knowledge about the challenges and issues that is being faced by my target
industry- hospitality industry. It shall provide a brief background of the industry along with
the key issues and challenges related to the chosen industry, highlighting the professional
body viewpoints and taking into consideration some recent case studies.
1.2. Background of the industry
Hospitality industry is often said to as service industry. This industry is made up of many
types of businesses, which provide some specialised service to the customers including
resorts, airlines, hotels, restaurants, traveling, transportation, cruise line etc. (Solnet, Kralj &
Baum, 2015). It is to mention that the main aim of any company under hospitality industry is
to provide high level of customer satisfaction. It offers an escape from the ordinary.
According to Kandampully, Zhang and Jaakkola (2018), hospitality industry is an industry
with myriad groups, but the customer service is the uniting factor that is shared by all the
industry segments. Below are mentioned the diverse categories of hospitality industry or the
hospitality world:
a) Food services- This sector reign supreme in the industry and can range from something
bistro to an high end restaurant. This includes catering and banquets for different types of
events, restaurants and bars that provide food and drinks to the customers on a daily basis.
It can further be classified into other different sectors like popular catering, leisure

3GLOBAL HUMAN RESOURCE MANAGEMENT
attractions, outdoor catering, transport catering, takeaway, licensed trade, retail stores,
events and exhibitions or welfare catering etc.
b) Hotels- a hotel is composed of front office, revenue management department, food and
beverage department and rooms for the customers for their stay. It features a range of
luxurious hotels to lavish campgrounds or resorts.
c) Events- It is an important category of hospitality industry as of the fact that it involves
some important elements of hospitality. It can be anything from official business meeting
and conferences, to sports events, entertainment (cruise, marinas, gaming) and leisure.
d) Travel and Tourism- Many consider tourism as synonymous with hospitality and not as a
diverse sector. Travel and tourism is a big sector with many key players around the globe
and majority of them include cruise ships, airlines, agencies and tour operators. This
sector also demands customers focus, relationship management and leniency along with
other integrated marketing skills.
e) Luxury services- It comprises of the luxury brand management, sales and marketing and
customer services.
f) Others- Others include the technology and logistics consulting, media, training, education
and the human resource. Also, timeshare is an emerging sector of hospitality industry and
ia about a vacation possession of a place. In this sector, individuals either own rights to a
place for a particular time period in a year.
1.3. Key Challenges and Issues
In order to make my hotel run and prosper smoothly, I am required to have a good idea
about the challenges in the hotel industry and the ways of overcoming them. Below are
mentioned the key issues and challenges present in the current hotel industry.
a) Ethics and social responsibility

4GLOBAL HUMAN RESOURCE MANAGEMENT
When it comes to the question of tourism, I don’t think there can be too much of good
thing. Some residents belonging from highly visited places such as Barcelona or Venice
would accept that tourism is too much of a good thing and in the year 2017; they themselves
took to the streets for protesting on the impact of over-tourism in their life as they believe that
over tourism is creating negative social and environmental impacts like water consumption,
excessive litter and air pollution (Seraphin, Sheeran & Pilato, 2018). I believe it to be an
important ethical issue that currently the hospitality industry is facing. In 2017 September,
UNWTO (United Nations World Tourism Organisation) had approved the UNWTO
Framework Convention on the Tourism Ethics (Apollo, 2018).
b) Change in customer expectations
Change in the expectations of customers is the largest challenge in hotel industry. The
modern customers or guests are highly demanding and they demand a lot more from the hotel
during their stay than ever before (Rahimi & Kozak, 2017). Some of them include
entertainment system, free Wi-Fi, unique stay experience, swift and easy check ins and check
out services. Abiding by all these demands and trends is quite difficult for the hoteliers and
these facilities are not provided to all guest types.
c) Change in marketing trends
Changes in the marketing and advertising trend often create an issue for the hoteliers
and these changes are likely to affect my role in the company. The traditional methods of
marketing are no longer effective now. Therefore, I am required to get a sound knowledge
about the modern methods and the ways of using them effectively. I believe that online
marketing is a sure-fire method as majority of the customers on a daily basis are involving
themselves in online activities. Online deals are also booked by some genuine guests and
majority of the payments are paid in advance (Gichuki, Njeru & Tirimba, 2014). For meeting

5GLOBAL HUMAN RESOURCE MANAGEMENT
these demands and expectations of guests, I have decided to provide them with a self-service
guest portal that would facilitate their quick check in and check out and also, in that portal,
map location guide to hotel will also be provided.
d) Irregular cash flow
Credit menace is a significant challenge in hotel industry. Often hoteliers have to deal
with the parties who make payments after a month or two or even later. Many of such
payments are delayed to a significant period of time and go in bad debts (Nwokorie & Obiora
2018). Therefore, it is very important to launch an online marketing campaign for attracting
the customers to do direct bookings. In this way, we can save on hiring for extra personnel
for payment collection and at the same time, we can also ensure that ample of cash is
reserved for the working capital.
e) Data theft
Data security challenges are not new. They have become very common in today’s
advanced society. The threats to digital data theft, leakage of confidential data and virus
attacks have become a huge matter of concern for the global hoteliers (Shabani, 2017).
f) Competition
I must also mention in this context that the development and development of the local
hospitality hosts and the ever increasing competition is challenge that cannot be avoided
today. I see a large number of property owners who rent out their buildings or room or
property occasionally. A best example to consider here is that of Airbnb. We all are aware of
what Airbnb actually is. It provides property and rooms to regular guests in affordable price
(Guttentag, 2015). This has resulted in increased level of competition in the hotel industry
than ever before. Vacation rentals have become a preferred option for an increasing number

6GLOBAL HUMAN RESOURCE MANAGEMENT
of guests and travellers today. Every other day we can see new properties being opening up
and this is further adding to the rivalry worldwide for the hotels.
g) Maintaining online reputation
The modern internet savvy guests often look for brand status to choose their place of stay.
The often seem to search for hotel ratings before booking their hotel room. As per the data by
Zhao et al. (2015), 90% of people check the hotel reviews before booking rooms and 33% do
not prefer to book a hotel with no reviews. In both the cases, hotels and hoteliers are at
challenge. Maintaining online reputation is not that easy and is a big challenge that hotels and
hoteliers often face. A low rating can hamper their brand and ROI.
1.4. Conclusion
Hence, from the above analysis it is to conclude that ethics and social responsibility,
change in customer expectations, change in marketing trends, irregular cash flow, data theft,
competition and maintaining online reputation are the key challenges that the hotel industry is
facing today. These challenges can affect me when I would be pursuing my career in the
hotel industry and could be a barrier in my way towards success. To overcome these barriers
I need to some acquire skills and knowledge that would help me in pushing myself forward to
work hard effectively and achieving success.

7GLOBAL HUMAN RESOURCE MANAGEMENT
Part- 2
2.1. Reflective Statement
In light to the identification of issues and challenges in part 1 of the paper, the
personal implications that I would take for moving forward in the chosen hospitality industry
are that I would always try to work abiding the terms and conditions of working in a hotel,
the government regulations and I shall always ensure ethical business practice. I shall try to
engage my guests on the social media. I think the messaging applications and the other online
sources could work wonders and would give the results in few days. Furthermore, in order to
cope up with the issue of changing customer expectations, I would provide them with a self-
service guest portal that would facilitate their quick check in and check out and also, in that
portal, map location guide to hotel will also be provided. I shall always try to ensure that my
guest remains updated with all the expenses that are incurred on a regular basis. To cope up
with irregular cash inflows, I would launch an online marketing campaign that would attract
direct bookings from many online channels where advance payment would be done this will
provide a quick ROI. In this way, I can save on hiring for extra personnel for payment
collection and at the same time, I can also ensure that ample of cash is reserved for the
working capital. For the data security challenges, I would first try to understand the scenario
and do for software that is secure and that would prevent the leakage of hotel data. In this
way, I can build the credibility of the hotel to bring in more number of guests. In order to
maintain my hotel’s online reputation, I shall be tracking what my guests are saying
regarding my hotel or the services that we provide them online. With the same, along with the
latest technology called the online review management system, I would effectively handle
those online reviews and can also respond to all the queries and concerns of my guests easily
and as early as possible. To cope up with the competition issue, I need to offer my guests
with something special for wooing them. Consistent innovation along with technology

8GLOBAL HUMAN RESOURCE MANAGEMENT
upgrade and better service to my guests would assist me in beating up the competition. I shall
also use a hotel mobile app that would give me clear insights on the revenue, bookings and
occupancy with the managerial report.

9GLOBAL HUMAN RESOURCE MANAGEMENT
Part- 3
3.1. Video script
My proposed target profession is to become a HR manager in the hospitality industry
in United Kingdom.
Being a HR manager in UK, I am likely to face several challenges and issues during
my professional practices. I can face many issues related to ethics and social responsibility,
change in customer expectations, and change in marketing trends, irregular cash flow, data
theft, and competition and in maintaining online reputation. I have to focus on these
challenges and try my best to overcome them in order to improve myself as well as my
organisation.
Being a manager, I need to face challenges in terms of lack of experienced staffs, data
security and irregular cash flows while working in the organisation. My educational
qualification as well as the experience that I possess in the management department would
help me in effectively playing my role and fulfilling my responsibility as hotel manager.
However, there are still areas where I need to develop my skills to ensure long term success.
As per the psychometric test result of mine, I am good at numerical reasoning as I
have scored 80% in it and this displays that I can make effective decision making. Also, as
per my Belbin report, I am a good team worker and this indicated that I could adapt to and
work within teams, which is quite a positive attribute of a manager. However, I have acquired
below average score in verbal reasoning, i.e. 17% and therefore, I think I need to improve
myself a lot in this section as having good verbal reasoning is a must have for me as being a
manager, I often need to communicate and interact directly with the customers and clients.

10GLOBAL HUMAN RESOURCE MANAGEMENT
Hence, I think if get to become HR manager; I would be able of fulfilling my
responsibilities, and coping up with the challenges properly as I have already learnt a lot
about managerial roles for hotel industry.
Thank You

11GLOBAL HUMAN RESOURCE MANAGEMENT
References:
Apollo, M. (2018). Ethics in tourism as a key to development, prosperity and well-being of
all stakeholders: 3rd International Congress on Ethics and Tourism, Krakow, 27–28
April 2017.
Gichuki, J. A. W., Njeru, A., & Tirimba, O. I. (2014). Challenges facing micro and small
enterprises in accessing credit facilities in Kangemi Harambee market in Nairobi City
County, Kenya. International Journal of Scientific and Research Publications, 4(12),
1-25.
Guttentag, D. (2015). Airbnb: disruptive innovation and the rise of an informal tourism
accommodation sector. Current issues in Tourism, 18(12), 1192-1217.
Kandampully, J., Zhang, T., & Jaakkola, E. (2018). Customer experience management in
hospitality: A literature synthesis, new understanding and research
agenda. International Journal of Contemporary Hospitality Management, 30(1), 21-
56.
Nwokorie, E. C., & Obiora, J. N. (2018). Sustainable development practices for the hotel industry in
Nigeria: Implications for the Ilaro area of Ogun State. Research in Hospitality
Management, 8(2), 125-131.

12GLOBAL HUMAN RESOURCE MANAGEMENT
Nwokorie, E. C., & Obiora, J. N. (2018). Sustainable development practices for the hotel
industry in Nigeria: Implications for the Ilaro area of Ogun State. Research in
Hospitality Management, 8(2), 125-131.
Rahimi, R., & Kozak, M. (2017). Impact of customer relationship management on customer
satisfaction: The case of a budget hotel chain. Journal of Travel & Tourism
Marketing, 34(1), 40-51.
Seraphin, H., Sheeran, P., & Pilato, M. (2018). Over-tourism and the fall of Venice as a
destination. Journal of Destination Marketing & Management, 9, 374-376.
Shabani, N. (2017). A study of cyber security in hospitality industry-threats and
countermeasures: case study in Reno, Nevada. arXiv preprint arXiv:1705.02749.
Solnet, D., Kralj, A., & Baum, T. (2015). 360 degrees of pressure: The changing role of the
HR professional in the hospitality industry. Journal of Hospitality & Tourism
Research, 39(2), 271-292.
Zhao, X., Wang, L., Guo, X., & Law, R. (2015). The influence of online reviews to online
hotel booking intentions. International Journal of Contemporary Hospitality
Management, 27(6), 1343-1364.