Hospitality Industry Report: Roles, Trends, and SWOT Analysis

This report offers a comprehensive analysis of the contemporary hospitality industry, focusing on the UK market and using Hilton Hotels as a case study. It begins by outlining various business types within the industry, from clubs to restaurants, and the diverse services they offer. The report then delves into the organizational and functional departments of a hospitality business, examining the industry's economic contributions. It provides detailed descriptions of key operational roles, including hotel managers, head housekeepers, receptionists, and executive chefs, along with the necessary skills for each position and current skill shortages. The report further applies PESTLE and SWOT analyses to the Hilton business model, evaluating external and internal factors. Finally, it addresses current and future trends impacting the hospitality sector, providing a thorough overview of the industry's landscape.

THE CONTEMPORARY
HOSPITALITY INDUSTRY

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
Covered in Poster Presentation....................................................................................................3
LO 2.................................................................................................................................................3
Range of varied operational roles within hospitality industry.....................................................3
Skills needed for roles within hospitality industry and current skills shortages..........................4
LO 3.................................................................................................................................................6
P6 Performing PESTLE analysis of the Hilton...........................................................................6
P7 Presenting the SWOT analysis...............................................................................................7
LO 4-403..........................................................................................................................................8
P8 Current and future trends in hospitality industry....................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
One of the most flourishing sectors in the world is hospitality, it is wider in comparison
to other industries as in other sectors there are only a few numbers of firms, but set of hospitality
industry consist a very broad range of businesses. This industry includes businesses like clubs,
Food & Beverage, restaurants etc. The current report is based on hospitality industry in UK and
define Hilton hotel as an example. This study explains the different types of business within
hospitality industry and diverse products & services they offer to consumers. It clarified range of
organizational and functional department within a chosen hospitality business. This assessment
also explains the contribution of this industry to national, international and local economies.
Furthermore, this report clarifies range of different operational roles and skills required for it
within hospitality industry. Moreover, this study justified PESTLE and SWOT analysis in
context of business in sector and also clarifies current & future trends that affect hospitality
industry.
LO 1
Covered in Poster Presentation
LO 2
Range of varied operational roles within hospitality industry
Hotel manager-
An Hotel manager is operational role that include a lot of work, they make assure that a
hotel is running smoothly. It also includes interacting with number of guests, handling finances,
managing staff and much more (Segovia-Pérez and et.al., 2019). Hotel manager is accountable
specially for managing existing as well as new workers performances and also responsible for
planning, administrating and coordinating hotel services such as accommodations & catering
facilities. Hotel manager is able to oversees all day to day activities and operations in business
organizations. They must have good communication skill as well as interpersonal abilities which
is required for this position.
Head housekeeper-
Head housekeeper is another operational role within hospitality industry, they play vital
role in hotel or accommodation business (Rai and Ojha, 2018.). The duties of this role include

ordering supplies, liaising with suppliers, scheduling staff rotas, taking disciplinary measures,
assigning task, returning lost property to owners and overseeing budgets. It is responsible
overseeing overall activities of housekeeping staff within department and has control over it.
Head housekeeper is accountable for all the actions that are taken up by other people of this
section. Head housekeeper must have good decision making skills which required while taking
decision related to work.
Receptionist-
The role of receptionist within hospitality industry is to answer enquiries of visitors in
effective manner about the hotel business and their services or products. It includes directing
guest to their destinations, handling & sorting out mail, answering incoming calls and booking
rooms (Montargot and Lahouel, 2018). Receptionist role is to greet incoming people and
welcome them to hotel, they are able to confirm reservations, give directions to room and explain
hotel amenities to its guest within effective manner.
Executive chef-
Executive chef is operational role, they oversee day to day operations of hotel kitchen
department and restaurant. Its role include training, selecting and overseeing food production
department staff as well as assuring a high quality & cost-effective goods, executives’ chef is
also known as head chef or chef manager (Bradley and et.al., 2017).
Skills needed for roles within hospitality industry and current skills shortages
Skill refers to the ability of person used to do their job or something else. Skills are
required for different types of roles within hospitality sector, because it allows people to work
effectively and perform accordant to the requirement.
Skills required for Hotel manager-
In order to do the job within hospitality industry as hotel manager, applicants required to
have some specific skills, such as good communication, time management and good
interpersonal skills (Burgess, 2017)
.
 Communication is one of the most important skills needed for this operational role within
industry, which help to build effective relationship with workers and guest.

 Time management skills is also required for the job role of hotel manager, as it help to
provide services on time, cater better quality of work and improve quality of performance
rather than before.
Head housekeeper-
To play role as head housekeeper within hospitality industry, candidate must have some
set of skills which is very essential for them (Mohammed, 2016).
 Team working skills is one of the ability required for this job which make them able to
work effectively and guide people who cannot perform better than the other.
 Planning skills is also important while playing role as head housekeeper, because they
had to make plan for recruiting and selecting applicants in housekeeping department
among number of existing ones.
Receptionist-
Demand for operational roles extends across most sector, from resorts to hotels. While
looking for job as receptionist within hospitality industry, applicants sharpen two skill to give
themselves a competitive benefit.
 Organizational skills is important while doing job as receptionist in hotel or other sectors.
It required whether person booking travel arrangements for executives, greeting visitors
and answering calls.
 Active listening skills provide many benefits to a person working as receptionist at
workplace. Receptionist needs this ability to quickly procedures and response requests
from guest as well as superiors.
Executive chef-
Within Hospitality industry, executive chef also play vital role as other does. Some skills
are needed for this job.
 Excellent communication skills required for executive chef role as it help to make guide
workers about how to perform and understand the needs of guest regarding food.
 Executive chef must be able to hand;e high stress environment within food production
department.
Skills gaps and its impact on hospitality businesses-
Skills gaps or shortage is the differences between skills that workers need or want, and
abilities their staff offer.

Technology skills-
Due to lack of technological skills, many people within hospitality industry cannot be
able to work with digital and latest technologies, which is very essential in current period as it
helps to enhance practices and performance level rather than before. In impact negatively on
businesses under this industry as they can't identify needs of guest who are operating social
media sites.
Willingness to learn-
Some workers within organizations would not take any interest to learn something new
they do not want to change and show willingness to learn and develop skills that impact of
businesses performance and productivity.
LO 3
P6 Performing PESTLE analysis of the Hilton
In order to determine the external factor of company, PESTLE analysis is used which is
as mention below:
Political factor: This factor deals with the political fluctuation of a country, such that
brexit affect the overall tourist in negative way. Also, due to sudden increase in terrorist attack
also creates negative impact upon the overall business which are dealt in hospitality industry
(Perera, 2017). However, it has been critically evaluated that, there are trade barrier that host the
country which would also protect Hilton and the high level of taxation also demotivate
companies who are operate in Hospitality industry like maximizing the profit. In addition to this,
a low minimum wage also means that high the profit and raise the brand image of the company
as well.
Economic factor: This factor deal with the inflation rate and economic stability of
country. Such that when there is a suddenly increase in the prices of products, then it will also
affect the business in negative manner such that customers are not spend their money to purchase
the product (Achinas and et.al., 2019). Moreover, the exchange rate of country also affect the
overall business in both positive as well as negative manner. Such that Hilton operates at internal
level and that is why, due to unstable currency it lead to discourage international investors and
this in turn affect the overall profitability into opposite manner.
Social Factor: This factor deal with the sudden change in the population mood which in
turn affect the overall business in opposite manner. Therefore, Hilton should be fully aware with

the level of health standards and make sure that it comply with the rules made for the
environment safety so that it will not cause any negative impact upon hospitality industry
(Gheibi and et.al., 2018). Moreover, Airbnb is the hotel industry biggest competition and most of
the traveler uses this for booking purpose but this leads to lower down the overall profit of the
firm in negative manner. This online booking also shift customer towards other hotels who
provide same facility at cheap rate which in turn affect the overall business in opposite manner.
Technological Factor: This factor deal with the advance technology which are used by
hospitality industry so that it will assist to attract range of customers towards it. Such that most
of the companies uses online booking application in order to attract range of new customers and
also boost up sales (Perera, 2017). That is why, company should also make sure that it comply
with advance technology and that is why, it offer automatic lock system in customers room and
they may also operate through their mobile which help in create positive impact upon customers.
On critically note, this factor may also affect the business in negative manner because it require
lot of money to invest but helps to stay ahead in the competition.
Legal factor: This factor deal with the laws and regulation which are prescribe by the
government and hospitality industry should comply with the same for its smooth functioning.
Such that business should comply with discrimination law in order to protect employees as well
as customers (Rastogi and Trivedi, 2016). Further, it must comply with the health and safety law
which is prescribe by government that assist to provide proper working condition to the
customers.
Environment factor: country and government keep focusing to develop new laws that
helps to protect environment. In the same way, every organization in hospitality industry should
comply with sustainability law so that it will not cause any negative impact upon environment
(Gheibi and et.al., 2018). Further, food and beverage sector of industry should also make sure
that there is no wastage of food. Moreover, there must be proper recycling products used by
Hilton so that it will not cause nay negative impact upon environment.
P7 Presenting the SWOT analysis
This model is used to determine the internal factor that cause positive and negative
impact upon Hilton and this are as mention below:
Strength: Hilton creates a brand image and have a high brand recognition at international
world. The management system of Hilton also uses advance technologies in order to increase the

customer experience and keep upgrading the business process as well. Moreover, it also have
good reputation in market and it operates around 540 hotels in more than 75 countries which
shows its global presence (Gürel and Tat, 2017). The company also have good employee
retention which also encourage other employees to maintain long term with a firm.
Weakness: As Hilton perform its operation at global level and that is why, its operations
are affected globally because of having different government policies (Abdel-Basset, Mohamed
and Smarandache, 2018). Further, the entire business of Hilton is depend upon US market which
is consider its biggest issue and also, lack of flexibility due to its large size also affect its overall
market in opposite manner.
Opportunities: As company comply with advance technology then innovation is
consider as an opportunity which assist to keep attracting range of new customers towards it.
Hilton may also invest into India, in which it may use different and best technology in order to
increase its sales (Phadermrod, Crowder and Wills, 2019). Company should also invest or focus
upon the research and development department so that it may easily increase the overall business
and its profitability too. Thus, the management should take specific decision in which it must be
comply with the advance techniques such that automatic check-in and check- out system or
billing system that will saves the time and cost of company. This, in turn assist to increase the
overall brand image of a firm and enhance the productivity level too.
Threats: The biggest threat Hilton face is strong competition because there are range of
company who are deal at hospitality industry and therefore, every company provide best service
to stay ahead in competition. Further, changes in demand of customers also affect the overall
business performance, also, threat of terrorism and political instability consider another threat for
the company which affect the business operation in opposite mode (Bull and et.al., 2016). Along
with this, Hilton also face threat of new entrant because there are many hotels who are thinking
about shaping organization at UK.
LO 4-403
P8 Current and future trends in hospitality industry
Contemporary demands, needs and desires of hotels guest for presentation of food and
preparing it arises more and more. Different types of trends affect hospitality sector, and they
way they do or perform (Ryan, 2018).
Organic food trend-

Guest within hotel are now demand for organic food because they are more conscious
about health. The demand of organic food is higher, people prefer to eat and use organic food
because it is chemical free, it is one of the healthiest and best type of food for everyone. In
current time, consumers are more focus on their health, they avoid fast and junk food. The
increasing consciousness of people for food safety and health issues has contributed to the
growth in emergence of organic items in hotels in UK. It is defined as food is produced and grow
more naturally as well as organically without any pesticides, preservatives and additives, that
does contain more natural vitamins, minerals, nutrients and fibres. Nowadays, taking health into
consideration, organic food is playing most essential role in cuisine choice of guest.
Veganism-
Health food trends occur in future which include more vegan restaurants, paddock to
plate concepts, risk of poke bowl and transparency in where food has cooked and come from.
With 600, 000 individual believed to be vegan in UK, the number of veganism will be increased
in future that affect hospitality industry food production system and practices as well. People to
become vegans do not eat, eggs, meat, and diary products, they only eat grains, vegetables, beans
and fruits. It is very difficult for hotels businesses to manage the demand of vegans because
some vegetables are seasonal, it always not available all the time within market. When
consumers demand unavailable food items according to need, it is difficult for management to
provide the same.
Foodie events-
Foodies events can be said as future trends, people spend money in experiences over
material products, guest like to play to be enticed, taken and delighted on journey making food
events a big hit for the future. It impacts positively on hotel sector, by having the capability in
these types of events, hotel businesses can earn more.
Hotel can follow this trend in order to gain attention of consumers rather than before. It
can be critically analysed that external factors impact on potential and current trends as well as
development in hospitality sector negatively or positively. For example, changes in law or
policies put pressure on industry to make changes according to regulations that impact
negatively.

CONCLUSION
From above analysis it has been summarized that hospitality industry is wider in size,
different types of business are working and operating their operations under industry. Within
functional and organizational areas varied types of departments performing and playing their
roles, they all work together in order to achieve set objectives of Hilton hotel. Current and future
trends directly impact on hospitality industry profitability as well as productivity. To get job in
this sector, specific skills are required and applicants must focus on it. Furthermore, different
factors impact on hotel business, but with the help of internal strength they can overcome all the
situations.

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Online
Skills Shortages in the UK Economy. 2019. [Online]. Available through:
<https://www.edge.co.uk/sites/default/files/publications/skills_shortage_bulletin_4_web-
1.pdf>