Hospitality Industry Experience: An In-depth Analysis of Ayers Rock

This report provides an overview of a student's hospitality industry experience at Ayers Rock Resort in Yulara, Northern Territory, Australia. The report begins with acknowledgements and an executive summary, highlighting the resort's mission to provide employment to Aboriginal and Torres Strait Islanders. It discusses the resort's various accommodation options and the student's orientation, duties, responsibilities, and goals during the internship. The report includes external (PEST and Porter's Five Forces) and internal (McKinsey's 7S Framework and SWOT) analyses of the resort, examining its strengths, weaknesses, opportunities, and threats. The report concludes with recommendations for improvement, focusing on employee retention and expanding recruitment beyond indigenous communities while maintaining loyalty to natural ecosystems and local culture. The aim is to empower the indigenous community.

Running head: HOSPITALITY INDUSTRY EXPERIENCE
Hospitality Industry Experience
Name of the Student
Name of the University
Author Note

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Acknowledgements
It is really a very good experience when one is studying at the La Cordon bleu. There are
so many people who have truly been very supportive and very helpful during the period of
studying there and also during the period of the internship. Right at the beginning my hearty
thanks will go to the teachers of the UniSA and Le Cordon Bleu or helping me to get all the
valuable knowledge. This has really been very helpful in the entire course of my career and this
will surely take me to a long and a bright way for my future. I would specially like to give my
hearty thanks to one of my teacher called Ms.Anthea without whose help it would have been
really very tough for me. She is the one who has helped me a lot at every step. She has helped
me to solve all my problems. She made it sure to pay a regular visit to us at the Ayers Rock so
that she could very easily keep an eye upon the way we were working and trying to progress or
proceed. She cared for us a lot and has been very careful and supportive to us at every single
moment. At the same time I would also like to thank our Hospitality industry experience
coordinator that is Dr. Susie Chant, who has taken the pains of checking each and every
assignment that I did and assessed them thoroughly. She has forwarded her valuable feedbacks at
every single, moment so that we can check them and can correct ourselves accordingly. In the
due course of this internship, all the experiences that I have gathered are really very helpful and I
have been able to meet with so many new and interesting people. They have really been very
interesting and have helped me to gain so many interesting pieces of experience and knowledge.
It is because of them that my journey has been very interesting and very helpful. I will always
remember my encounter with them and I will thank them individually for being a very important
part of my life and my internship. I am also trying to show my thanks to the food and the
beverage manager that is to Mr. Kaushal Barawal and also tother ex Outlet manager Mr. Jayesh

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Dhurundar. I will also like to thank the new Assistant manager that is Mr. Sandipan Chakraborty.
I am thanking all of them because they have been highly helpful at each and every endeavour of
my stay and my internship.

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Executive summary
This project is mainly aimed at providing then information about my understanding of the
organization that I work for. All the pieces of information that I am giving here are taken from
the sources of the internet and also from the different personal experiences that I have got. There
are about 4 hotels and a campground at the Ayers Hotel resorts. The rooms are available at
different price Each and every employee working in this company have been taught certain rules
and regulations by the Voyages Indigenous Tourism. I had prepared my own action plan and set
some very important roles for my own sake when I started this internship. I knew that these
would really be very helpful to me. I have also made use of the tools that have been taught at this
course for doing an in-depth internal and external analysis as well. If we go by the results of that
report it is seen that the hotel is currently in a very good position and that there are only a very
few competitors. There are some threats and opportunities as well and that the company has the
aim of empowering the backward and the indigenous community. The company uses all its profit
for the welfare and the improvement of the indigenous community.

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Table of Contents
1: Introduction:................................................................................................................................5
2: AYERS ROCK RESORT............................................................................................................5
Ayers Rock Mission and Vision Statement:................................................................................5
Voyages indigenous Tourism’s Philosophy and Responsibilities:..............................................6
Core Values of the company:......................................................................................................7
Different Accommodation options at the resort:.........................................................................8
3: ORIENTATION........................................................................................................................10
Day 1 of Orientation..................................................................................................................10
4: FOOD AND BEVERAGE DEPARTMENT............................................................................11
5: ORGANISATION OF YOUR RESPONSIBILITIES..............................................................12
5.1: Duties and Responsibilities................................................................................................12
5.2: Goals...................................................................................................................................13
5.3: Action Plan.........................................................................................................................13
5.4 The Learning Outcomes......................................................................................................14
6. Analysis of the External Environment.......................................................................................14
6.1 PEST Analysis.....................................................................................................................14
6.2 Porters Five Forces..............................................................................................................16
7: Internal organization analysis....................................................................................................18
7.1: McKINSEY's 7S FRAMEWORK......................................................................................18

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7.2: MANAGEMENT...............................................................................................................22
7.3: SWOT ANALYSIS............................................................................................................26
Conclusion.....................................................................................................................................30
Recommendations..........................................................................................................................30

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1: Introduction:
I will talk about all the experiences that I had during my stay here at the Ayers Rock for
my hospitality training. The Ayers Rock is situated in the northern territory of Australia and the
region is called the Yulara.. The resort was located at the Uluru in the Kata Tjuta National Park.
This is a very interesting place as it is a rock formation formed by the movement of the tectonic
plates. The population of the resort is about 1000 to 1500. The population varies as per the
seasons. This report will mainly talk about my personal experiences and about the PEST, Porters
5 forces SWOT analysis of the Resort.
2: AYERS ROCK RESORT
The motif of the resort was to provide a good source of employment to the Aboriginal
and Torres Islanders. It is governed by the subsidiary of Indigenous Land corporation i.e.
Voyages Indigenous Tourism Australia. The rooms are available both at the basic and at the
luxury rates as well. There are also so many facilities like the food outlets, petrol station, and
supermarket. It has employee housing department providing housing facility to 700 people. The
profit that is made by this resort is devoted to the welfare of the tribal communities all over
Australia.
Ayers Rock Mission and Vision Statement:
The resort is owned by the Voyages and their main aim is to provide training and
employment to the aboriginals. They hope that they will be able to employ about 50percent of
the Aboriginal manpower by the year 2020. Voyages give chance to the Aboriginals to study and
earn money at the same time. They open many training programmes and try to train them and
also provide them employment just after they finish off their course. However, after having

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worked for 6 months, I have this realization that the hotel suffers from the poor remote
geographical location. Many of the employees leave due to the remote locations and as there is
very less number of places to visit. Many of the employees leave and the hotel suffers from
employee turnover. In order to stop this, they have to expand themselves so that they can recruit
more employees other than indigenous people.
The great strength of Voyages is that they are very loyal to the natural and the natural
ecosystems. They want to support the local community people like the aboriginals and they want
to protect and support the natural flora and fauna as well. they are very respectful towards the
local people and culture.
Voyages indigenous Tourism’s Philosophy and Responsibilities:
The main aim of preparing the journey, travel and tourism activities is to deliver the
travelers with an exceptional experience that they will not be able to attain from anything else.
The travel activities arranged for the guests can provide a helping hand to the various
communities in Australia; furthermore develop a diversified and committed workforce consisting
of the employees with vast amounts of skills, knowledge and expertise needed to work within a
hospitality and tourism sector in Australia. The enhanced skills and knowledge of the employees
within the sector would assist in delivering the best quality tourism and hospitality services to the
clients and ensure customer satisfaction (Ayers Rock Resort, 2018).
The travel and tourism arrangements within this specific sector of Australia are made
within various ecosystems in Australia, which can not only improve the travelling experience of
the tourists, but will also preserve the ecosystem and fulfill the needs and requirements of local
people. It will also assist in creating various sources of income for the local individuals and even

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can create scopes and opportunities for the next generations to attain the similar kind of
enjoyable travel experience (Ayers Rock Resort, 2018).
Core Values of the company:
The five major values that are maintained and followed by the organization, i.e., Ayers
Rock Resort are useful for making every employee abide by the laws, rules and regulations,
furthermore create customer satisfaction and maintain a sense of trust and loyalty among them.
The five core values of the organization are as follows:
Trust
Trust is a major important factor that contributes to the retention of clients and even
attracts new individuals to avail the services of the tourism and hospitality sector. Not only the
clients, but also the employees must be trustworthy so that they do not take undue advantage of
gaining access to the money and other confidential information and data. Creating trust among
the employees could also help in managing proper flow of work, create better communication
among the staffs and keep them encouraged to perform to their potential (Voyages, 2015).
Respect
To ensure that a successful and diversified workforce is created, it is important to respect
the cultures of different places and preserve the biodiversity and ecosystem for ensuring that the
values and beliefs are maintained properly. By respecting the different cultures and managing the
local cultures, it would be easy for the company to create a positive mindset among the
customers too (Voyages, 2015).
Excellence

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It is also important to excel in every departments and activities that are managed and the
same has been done by Voyages. It has been possible with the presence of skilled and
knowledgeable employees who have fully committed themselves to form an excellent team and
provide the best quality services (Voyages, 2015).
Courage
Being cautious and courageous is important and risks should be taken to bring in
something new and achieve the goals and objectives through deliverance of the best quality
tourism and hospitality services to the clients (Voyages, 2015).
Honesty
Remaining honest to each other and providing appropriate information is essential to do
the right things with honesty and by establishing clear communication among the staffs
(Voyages, 2015).
Different Accommodation options at the resort:
There are multiple options for accommodation of the tourists at Ayers Rock Resort
according to their needs and based upon their budgetary limitations. Few of the options include:
Outdoor pioneer hotel: The portion of the hotel is a 3 star property that provides great view of
outside and a better experience for the clients. It was introduced back in the year 1990 and this it
had been prepared keeping in mind the budget hotel concept. There are both rooms with attached
bathrooms and mixed dormitories along with the shared toilets. It is considered as a part of the
IBIS hotel (Accor Hotels, 2016). The hotel authorities have provided free Wi-Fi along with
public areas available for the tourists for usage within a particular limit. The dining options are

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available for the guests at Outback pioneer kitchen (kiosk), Bough House restaurant and outback
bar (Voyages, 2017).
Ayers Rock Campground: Ayers Rock Campground is another option for accommodating the
guests and was introduced in the year 1983. There are powered cabins, powered cabins,
unpowered sites as well as tents available for outdoor setup and staying. It is quite budget
friendly and can be a great option that delivers great experience for the guests to stay in the open
places (Voyages, 2017).
Emu Walk Apartments: Emu Walk apartments are present right next to the Desert Gardens
Hotel. It is a great accommodation place for the group of friends who travelled together and for
the families. Within each of the apartments, the maximum number of people who can stay is six.
There are options for dining, beds, fully functional kitchen, private bathroom and room dining
options as well. It was opened in 1988 and is a subsidiary of Grand Mercure Apartments (Accor
Hotels, 2016).
Desert Gardens Hotel: The Desert Gardens Hotel is a 4.5 star-rated hotel that has nearly 230
guest rooms available for the guests (Voyages, 2016). The deluxe rooms are for the aristocrats
and luxury preferred customers who can enjoy a relaxing time at the deluxe rooms and at the
same time, get a view of Ayers Rocks. The hotel is part of Novotel hotels and has fine dining
options for the guests are both the two restaurants including White Gums restaurant and Arnguli
Grill. The guests were taken from the airports to the hotels free of cost and are provided with free
Wi-Fi. It was introduced in 1984 and named as Four Seasons Hotel, which was soon changed to
Voyages Desert Gardens Hotel when the voyages took over the place (Voyages, 2016).

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Sails in the Desert: The Sails is another 5 star rated accommodation place within the Ayers
Rock Resort. It is a great option for the guests who want luxury and has every facility available
including patios, balconies, free airport transportation, outdoor tennis court, complimentary
drinks and other fine dining options. It is a part of the Pullman hotels and the dining options
available at the hotel include Ilkari, Walpa Bar, Pira Bar, Sounds of Silence, Field of Light and
Taliwiru (Voyages, 2017). It is a part of the Sheraton property and was opened in 1984
(Voyages, 2016).
3: ORIENTATION
After I arrived at Ayers Rock Resort in 31st October, 2017, the HR official picked me up from
the airport and I was dropped at the hotel, where I had been provided with the employee card and
accommodation. In the evening, I was introduced to the other staffs and we all had dinner at
Outback Pioneer hotel. All the other employees and me were joined by the managers of the hotel.
As I was working in the Food and beverage department, the manager Mr. Kaushal Barawal
assisted me to understand own roles and responsibilities. He even provided me the roaster for the
upcoming weeks and with proper communication with other staffs and managers, learnt about
the way the company functions. Later, I was sent for orientation at the training and development
department to cope up with the tasks within the hotel and enhance my skills and knowledge.
Day 1 of Orientation
We had been asked to report at the Outback Pioneer Hotel in the morning at 6 on the first
day. We took our breakfast in the hotel and we had to assemble at the reception area of the hotel
with the new employees. The bus was to arrive at that place only. The bus took us to the Ayers
Rock and we gathered some necessary information about Ayers Rock regarding its culture and