Analysis of the Contemporary Hospitality Industry: Four Seasons

This report provides an in-depth analysis of the contemporary hospitality industry, using Four Seasons Hotels and Resorts as a case study. It begins with an introduction to the hospitality sector, highlighting its significance and the various types of businesses within it, such as travel and tourism, lodgin...Read More

Contemporary
Hospitality Industry

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Investigate various types of businesses in hospitality industry........................................1
P2. Range of operational and functional departments............................................................3
P3. Contribution of international, national and local economies...........................................4
TASK 2............................................................................................................................................4
P4. Different operational roles within hospitality sector........................................................4
P5. Skills necessary for roles in hospitality sector and deficiency of current skills...............5
TASK 3 &TASK 4...........................................................................................................................6
Covered in PPT.......................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Hospitality industrial segment is one of the fastest and leading sectors in all around the
world that provides services and facilities related to restaurant, recreation, boarding,
transportation, lodging, accommodation etc to individuals with an aim to generate maximum
value from them (Ma, Zhang and Wang, 2020). Entities engaged in this sector offer high-quality
facilities to their customers with an aim to retain them for long period of time as to establish
themselves efficiently in hospitality industry. There are number of organisations take advantage
of consumer centred approach in order to offer facilities as well as services that mainly
emphasize upon consumer satisfaction as to assure their long term sustainability.
Present report has been conducted on Four Seasons Hotels and Resorts, performing its
services in hotels and resort sector in hospitality industry and offer wide range of luxury and high
quality services to consumers all around the world. One of the most important missions of
respective hotel is to enhance their consumer satisfaction towards entity in order to become
leading hospitality organisation. In this report formative of discussion has been made on different
form of businesses operating their services in hospitality sector along with national, international
and local economics contribution made by this segment. Along with this report include
operational roles, Pestle and SWOT analysis of entity within hospitality sector.
TASK 1
P1. Investigate various types of businesses in hospitality industry
Hospitality industry is the fastest moving sector all around the globe that offers wide range
of services with extensive quality to their customers. Organisations that operate their business
activities in this segment have most important motive which is to retain their customers for long
period of time in order to assure profitable income as well as high revenue generation
capabilities (Michel, Tews and Tracey, 2020). There are different type of businesses performing
their operations and functions in this sector that engaged in the services of providing different
range of services and products that are being defined below:-
Travel and tourism:
Travel and tourism is a crucial and important business unit that are performing their services in
hospitality sector. This business sector offer their services related to computation and transit
through train, ships, road, and flight travelling mode. This business sector has maximum
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contribution in terms of economy in United Kingdom (Anagnostopoulou and et. al., 2020).
Along with this travel and tourism also continuously engage in processes to fulfil consumer need
and demand with great efficiency and in affordable price range in order to retain them for a long
period of time.
Lodging:
This unit within hospitality industrial segment offer services and facilities that is
associated to hotel, motels, breakfast and more. It has been evaluated that lodging facilities
mainly sustain for shorter period of time, as their main motive is to fulfil customer’s requirement
according to their preferences when they stay in an organisational premises. Entities those who
perform their operations in this sector have one of the crucial concern which is related to provide
proper safety and security to customers individual and employees. In this it is essential for Four
Seasons Hotels and Resorts to effectively assure that they offer comfortable feasible and secure
environment to their customers. This effectively assists entity to maximize satisfaction level of
consumer towards facility and services offering by them.
Restaurant:
It is also one of the essential and most important organisational unit operating their business
function in hospitality sector this unit offer their services and facilities that are mainly associated
to food and beverage. Entities involved in this sector offer different type of attractive fruit
services restaurant facilities services to their customers to influence their purchasing behaviour.
In relation to Four Seasons Hotels and Resorts, it is required to provide best catering food
facilities in hospitality industry segments comparatively to their competitors as to enhance their
overall base of consumers and profit generation capability (Huang, Chen and Wong, 2020).
Pubs / clubs / bars:
This business unit which is operating their services in hospitality segment offer customers
with the facilities and services that are mainly associated with comfort, relaxation and other
entertainment facilities. In this wide range of services are being provided to consumers in order
to satisfy their need to spend their quality time with family, friends and peer acquaintances. In
order to enhance consumer satisfaction, Four Seasons Hotels and Resorts is required to
effectively emphasize upon their this business function as through this they can not only satisfy
their customers but can also provide them many relaxing facilities that can lower down their
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stress and worries. For this respective business organisation by offering cocktails, soothing
lighting facilities and wine entity can influence large number of consumers.
Memberships and event:
It has been identified that large number of consumers look forward to have their conferences,
wedding, meetings and other activity in a decent and comfortable ambience. For this they looked
towards many organisations who are offering membership and events in affordable price range
with of high quality. Thus, in order to influence maximum number of customers Four Seasons
Hotels and Resorts can provide mesmerizing entertainment facilities, music concerts, wedding
facilities, and event and banquet services to the consumers in reasonable price range (Huang,
Chen and Wong, 2020). It effectively allow respective organisation to assure high customer
satisfaction for long period of time that further enhance entity market share holding in hospitality
industrial sector.
P2. Range of operational and functional departments
Four Seasons Hotels and Resorts operates its hospitality business activities with two
departments that are operational and functional through which they provide different type of
services and facilities in order to maximize consumer satisfaction level at great extent.
Functional and operational department in Four Seasons undertake advantage of different
strategies and tool through which they increase their productivity and efficiency of daily basis
services.
Front house:
Front house department of Four Seasons Hotels and Resorts involves operations as well
as activities that are mainly associated with reservation, housekeeping and restaurant. This is
identified that staff members and individual those who conduct front house job roles engage in
direct conversation with customers on daily basis. Thus, in order to enhance efficiency of their
front house role management provide different type of training sessions through which
communication skill of employees can be enhanced that further allows them to satisfy consumer
needs and demands effectively (Radojevic, Stanisic and Stanic, 2015). It has been identified that
Four Seasons’ food and beverage unit is involved in this, as they provide the services that are
mainly related to banqueting, restaurant lodge, conference bar to customers.
Back house:
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Four Seasons Hotels and Resorts’ back house because department is one of the most
important unit through which accounting, engineering and HRM activities are being duly
undertaken. In context of HRM unit of Four Seasons, executive in this effectively engage in the
activities of recruiting, hiring, training and development to candidates. In addition to this Four
Seasons’ HR executive is also having an efficient role in which they are required to ensure that
food and beverage department involve in efficient operations of performing their task with set
guidelines and standards. If it is talked about entity engineering department they are responsible
for the activities related to proper maintenance of ground maintenance. Along with this
accounting department engage in the operations associated with enhancing entity capability of
generating revenue and collection of funds through various sources.
P3. Contribution of international, national and local economies
In accordance with the evaluation, it is said that hospitality industrial sector is one of the
fastest and leading revolving segment in all around the world that provide different type of
developing opportunity in terms of employment, enhancing living standard of individual,
increase in GDP etc to economy (Radojevic, Stanisic and Stanic, 2015). This industry is
significantly contributing in and local and national economy by offering employment
opportunities. It has been evaluated that hospitality industry is 5th largest segment in United
Kingdom that provide opportunity in terms of employment to approximately 2.4 million
individual. Along with this, this industry also help economy is to generate revenue up to €90
Billion through which overall GDP ratio of country maximized. This has been identified that
hospitality industry is performing their function and services with capitalised globalisation trend
that duly maximizes international economic growth. In addition to this with assistance of
franchising and licensing respective industry are contributing at highest rate in international
national and local economy in all around the globe.
TASK 2
P4. Different operational roles within hospitality sector
In hospitality sector there are different types of operational roles involved through which
entities engage in this segment aim towards offering high level of satisfaction to their client. In
addition to this it also help in offering maximum advantages to organisation through which they
can not only maximize their overall base of customers but can also assure high profitability.
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Mentioned below some of the certain form of operational roles that are being undertaken by Four
Seasons is being defined:
Housekeeping:
This role is a basic operating role in which organisations those who are performing their
business operation in hospitality sector. Entity in this engaged in the services of providing
feasible, comfortable and clean atmosphere and environment to their customers as to enhance
their satisfaction level. In context of Four Seasons Hotels and Resorts, it significantly focuses
upon their housekeeping operational roles by offering customers with fitness care facilities, spa,
banquet hall and comfortable ambience with clean surroundings.
Sales and Marketing:
This operational role in hospitality business sector is one of the most important functions
in which organisation aim towards maximizing overall sales ratio with the assistance of attractive
marketing operations. In relation to Four Seasons Hotels and Resorts, the manager is having
most important responsibility to undertake use of efficient marketing strategies schemes and
program as to demonstrate facilities and services that company is offering in attractive manner.
In addition to this by taking assistance of promotional tools and techniques respective entity can
also enhance their sales and marketing ratio (Radojevic, Stanisic and Stanic, 2015).
Front desk facilities:
This is one of the most important operational roles as in this individual those who are performing
front desk facilities job are directly connected to customers. In this they offer customers with
different type of facilities and services related to booking and accommodation. In order to
enhance efficiency of this role Four Seasons Hotels and Resorts’ manager assures that employees
are properly trained to positively interact with consumers with the assistance of understanding
their behavioural conduct (Guillet, 2020). Along with this entity also take advantage of strong
communication strategy through which they maximize satisfaction of customers.
P5. Skills necessary for roles in hospitality sector and deficiency of current skills
Hospitality sector is largely concerned with entailment of maximum customer satisfaction.
In this regard, it is important for the personnel functioning within the confines of this industry to
have certain particular skills in order to effectively deal with the customers coming to the
premise and retain them for a long period of time in future (Guillet, 2020). It is important for the
employees to develop or enhance these skills if they consider themselves to be lacking them.
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Thus, the essential skill set for personnel pertinent to this sector comprises of skills defined as
follows:-
Technical skills: This is not a crucial skill required in hospitality sector, however even if
it has secondary importance, it is important for some customers. Certain customers prefer to
make a stay at those hotels whereby the staff is tech friendly so that they have knowledge of all
the latest and emergent technological trends. Also, holding technical knowledge of the
hospitality industry becomes important for some customers. Thus, Four Seasons Hotels and
Resorts take every possible measure in order to make sure that there staff is equipped with
technical skills.
Customer handling skills: This is another important skill to be held by the persons
employed within hospitality sector. In this relation, Four Seasons Hotels and Resorts keeps
customers at its forefront and thus conduct sessions whereby employees are given the
opportunity to develop or effectually enhance this skill (Fu and et. al., 2020). This enables the
employees to deal with the customers appropriately and developing long term relations with
them so that they can be retained in the long run.
Team working skills: This is a prerequisite within the confines of hospitality sector
because this industry is mainly aimed at receipt of maximum satisfaction from customers. This is
possible only when the employees of Four Seasons Hotels and Resorts work together within a
team in a collaborative manner for the achievement of organisational goal and objectives in a
timely manner (Anning-Dorson and Nyamekye, 2020).
Cultural awareness: It is important for the employees of hospitality sector to have
cultural sensitivity and awareness towards individuals belonging to different national and
cultural contexts. This allows the staff to develop healthy relations with customers belonging to
diverse cultural backgrounds. By communicating with the customers in their native language,
employees of Four Seasons Hotels and Resorts tend to facilitate a personal touch with them.
TASK 3 &TASK 4
Covered in PPT
CONCLUSION
On the basis of above discussion, it can be easily said that hospitality sector is largely
evolving with the passage of time. It has further been acknowledged that there are several skills
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which are essential to be held by personnel functioning within the bounds of hospitality sector. In
addition to this, it has been recognised that hospitality sector largely contributes to development
of economy at local, national and global level. Apart from this, it is determined that there are
several operational roles within hospitality sector which altogether contribute in ensuring the
success and development of hospitality organisation.
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REFERENCES
Books and Journals
Anagnostopoulou, S.C., Buhalis, D., Kountouri, I.L., Manousakis, E.G. and Tsekrekos, A.E.,
2020. The impact of online reputation on hotel profitability. International Journal of
Contemporary Hospitality Management.
Anning-Dorson, T. and Nyamekye, M.B., 2020. Be flexible: turning innovativeness into
competitive advantage in hospitality firms. International Journal of Contemporary
Hospitality Management.
Fu, S., Cheng, X., Su, L., Bilgihan, A. and Okumus, F., 2020. Designing Collaboration Process
Facilitation in Hotel Management Teams to Improve Collaboration
Performance. International Journal of Hospitality Management, 88, p.102527.
Guillet, B.D., 2020. An evolutionary analysis of revenue management research in hospitality and
tourism. International Journal of Contemporary Hospitality Management.
Guillet, B.D., 2020. Online upselling: moving beyond offline upselling in the hotel
industry. International Journal of Hospitality Management, 84, p.102322.
Huang, G.I., Chen, Y.V. and Wong, I.A., 2020. Hotel guests’ social commerce
intention. International Journal of Contemporary Hospitality Management.
Ma, S., Zhang, C. and Wang, Y., 2020. From service engagement to product purchase: cross-
buying behavior in hospitality contexts. International Journal of Contemporary
Hospitality Management.
Michel, J.W., Tews, M.J. and Tracey, J.B., 2020. Validating effective managerial behaviors for
the hospitality industry. International Journal of Contemporary Hospitality Management.
Radojevic, T., Stanisic, N. and Stanic, N., 2015. Ensuring positive feedback: Factors that
influence customer satisfaction in the contemporary hospitality industry. Tourism
Management, 51, pp.13-21.
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