Hospitality Provision in Travel and Tourism: Analysis and Planning

This report focuses on hospitality provision within the travel and tourism industry, analyzing its interrelationships and the implications of integration for businesses. The report uses the PKF hotel expert as a case study. Task 1 explores the interrelationships between hospitality and the wider travel and tourism sectors, highlighting the importance of hospitality in driving economic growth, particularly in the UK. Task 2 examines the implications of integration, such as vertical integration, and its impact on hospitality businesses like Marriott. Task 3 presents the rationale for a selected project involving the development of a 3-star hotel, "The Green House," including market research, objectives, and target market analysis. The report provides a comprehensive overview of the hospitality sector, demonstrating its significance in attracting visitors and contributing to economic development.

Hospitality Provision
in travel and tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Interrelationships between hospitality and wider travel and tourism businesses..................1
TASK 2............................................................................................................................................3
2.1 Implications of integration to the hospitality industry..........................................................3
2.2 Integration has affect a hospitality business..........................................................................4
TASK 3............................................................................................................................................4
3.1 Rationale for selected project................................................................................................4
3.2 Development of plan for cordiality business .......................................................................6
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10
..................................................................................................................................................13
.......................................................................................................................................................13

INTRODUCTION
Hospitality provision is consider as a regulation and laws which followed by company
provide hospitality products and services to the customers. It also help organization to effectively
understand the roles and responsibilities towards the visitors in order to meet their expectation in
appropriate manner (Zeng and Gerritsen, 2014). Along with this, hospitality industry also put
their huge impact ion developing economic condition of the nation by providing opportunities to
local people. For this government also take initiative to provide as well as execute better
hospitality activities which directly contributes in enhancing GDP of the country. Present report
is based on PKF hotel expert, which provide best hospitality products and services with the aim
of improving positive experience of the customers. This project includes impact of integration
within hospitality industry with its development plan along with various aspect like location,
time, cost for business.
TASK 1
1.1 Interrelationships between hospitality and wider travel and tourism businesses
To, Manager of PKF hotel expert
From” Consultant
Date: 22nd November 2018
Subject: Interrelationship between hospitality and travel and tourism sector
Travel and tourism industry play vital role in developing economic condition of the nation. In
UK travel industry highly engaged in serving best and quality hospitality services to the visitor
with the aim of attaining their positive experience. Mainly, it consist food, airline facilities,
accommodation and many more that directly contribute in influencing as well as encouraging
customers to consume. As per current scenario, number of people are willing to invest in
travelling to travel other location for their specific purpose as it can be includes education,
holiday purpose and may more. For this purpose they find best tour agencies which may attract
customers by providing them appropriate travelling packages. Furthermore, in context of UK
number of organization are operate their activities in hospitality market with the aim of
engaging in serving best and quality services like accommodation and so on to the visitors.
In context of this, hospitality industry is highly interrelated with travel and tourism industry
with the aim of improving standard of the customers by providing them quality services as per
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their needs and wants. Thus, it can be stated that the growth of hotel companies in too much
high which help country make strong economic condition. In UK, growth of tourist company
are continuously grow in market. In this, both organization are always tries to attract visitors by
serving quality services to maximize travelling experience of visitors. With the assistance of
this, both companies can easily attain loyalty of customers and organization as well.
Furthermore, supportive services of tourism sector indicated higher growth and success in
market for hospitality sector. This will directly contribute in making economic condition strong
and appropriate.
Composition of hospitality industry: It is related with various hotel, restaurants, contract food
service provider, pubs and many more. In this some hotel are classified in 1 to 5 star, breakfast
facilities, budgeted hotels which includes fast food restaurant, coffee shops and many more. All
these are the major part of hospitality industry which help in inviting large number of visitors
over there.
Role of hospitality industry:
Hospitality industry is consider as an important business function which support organization in
providing quality and best services to visitors to enhance their satisfaction level. It also play bas
an important role in developing economic condition of the nation. Mainly, these type of services
are includes bars, parks, catering services and many more. All these services are mostly used by
service industry to provide their customers. Apart from this, certain provision are also created
for the hospitality industry which help in protecting the customers from any kind of
exploitation. This will contribute in making positive image of the company in market and
customers mind as well.
Relationship between hospitality industry and tourism sector:
It is an important for hospitality industry to maintain strong relationship with the purpose of
attaining set goals and objectives. This will help in retaining customers by providing them
better travelling experiences. In this context, it is possible by giving best efforts in providing
valuable services like entertainment, catering services and many more. With the assistance of
this both hospitality and tourism sector can easily established strong relation with each other.
Apart from this, tourism industry is also related with different hotels and villas used to provide
better accommodation services. In this number of visitors would like to visit and travel best and
reputed hospitality companies to receive valuable services. It is consider as a priority by tourism
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companies which provide best and combined efforts to meet the customers expectation in
appropriate manner (Wu and Ko, 2013). In addition of this, both tourism and hospitality
companies are also motivate and encourage each other to perform best. This will support in
maximizing the growth of GDP by providing number of employment opportunities to local
people. All these can be understood by following points:
Package Holiday: These type of hotel are coordinating with agencies with the aim of
maximizing the customer base to provide them quality services. This is possible when company
provide effective and attractive packages so that customers can easily choose bes option as per
their budget and need as well. For example, if visitors are strong in their income and also
having good budget then they easily select quality and standard services to satisfy their needs.
Business travel: Number of hotel are operate their business in UK and also offer different kind
of services to their customers like business centres, WI-FI, conference hall and many more.
These type of services ate provide those customers who has good and best amount of budget to
visit different places.
Aviation: This type of profit and demand of airline services are highly depends on the overall
growth of the tourism business. In this various tourists are comes to different location and
nation with the use of airline services. Mainly, it provides services according to the customers
and their budget as well.
TASK 2
2.1 Implications of integration to the hospitality industry
As per current time, every business organization execute their business activities with the
aim of attaining success at market place. In this context, to make effective strategy, company
effectively execute and perform their operations for enhancing market share of the company. In
context of this Starwood hotel and resort has to contacting with Marriott with the aim of serving
best quality of services like accommodation, food, beverage and many more. With the help of
this company increase the chances of attaining set target in appropriate manner (Sparks, Perkins
and Buckley, 2013). Along with this, there are some integration implications that help in
attaining higher growth and expansion as well:
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Vertical integration: It is an important method through which company can easily attain
common goals and objectives (Scott and Orlikowski, 2012). Mainly this type of integration may
include lateral and forward. With the use of this Marriott can easily attain competitive advantage
from its rivals and also improve their future opportunities in which firm can easily established
their positive image.
2.2 Integration has affect a hospitality business
Horizontal and vertical integration is played vital role and also put huge impact on entire
policies of business organization. As it maximizes the overall efficiency of working activities
which may contribute in meeting global benefits. In context of merging Startwood hotel and
resort, the business cost is reduced and at the same time also enhance profitability level. Thus it
is important for Marriott and another organization to maximize profitability by effectively utilize
the resources. On the other side, it also minimises the chances of arising wastages in
organization.
Vertical integration is also play as an important role and also make huge impact on the
business activities and function of Marriott international hotel in both positive and negative
manner. In positive impact, business organization can enhance their services with the aim of
attaining higher success at market and also raise their market share from is rivals. This will
directly contribute in enhancing profitability level. On the other side, impact of integrating on
hotel is very certain through which Marriott can easily established their positive brand image. In
addition of this, the main impact of integration between two business is to enhance marker share
and also reduce the independent. Furthermore, it also improves the quality of services to their
customers which is beneficial in capturing visitors attentions towards its offerings.
TASK 3
3.1 Rationale for selected project
Hospitality sector is one of the famous and fastest growing industry which is more
profitable for person who wants to start a new and innovative business. For entering in new and
hospitality industry, the owner of company get number of benefits with the purpose of enhancing
profitability level at market place (Nunkoo, Gursoy and Ramkissoon, 2013). These type of
business are includes hotel, pubs, restaurant, clubs and so on. In this context, the development of
rationale effectively understood by following description:
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In PKF hotel expert, junior consultant play vital role in establishing 3 start hotel i.e. The
Green House”.
Phase 1: Development
 Concept:
◦ General idea: It is one of the important and appropriate way to develop an effective
ideas that provide services relate with stay facilities to their clients as pert their needs
and wants (Mohamad, Omar and Haron, 2012). Along with this, rich culture is also
play vital role in encouraging as well as influencing individuals to visit the nation. In
this context, The Green House is famous 3 start hotel that provide services related
with clients needs and wants. This will help them in inviting large number of visitors
towards its services.
◦ Objectives: The main objective of Hotel Green House is to provide the best
experience to their visitors with the aim of enhancing their satisfaction level.
◦ Vision: The main vision of this hotel is to notable organization in which help creating
values for number and visitors as well to enhance overall growth.
 Market Research:
◦ Significance: It is one of the important process of evaluating the market trends which
help company to improve their performance level at market. With the assistance of
this, it easily discover taste and preferences of potential and existing customers which
contribute in encouraging customers to consume hotel services. This will increase the
satisfaction level of the visitors.
◦ Stage: Market research is play as an important role in evaluating the whole market
and its trends as well. Mainly, it includes 6 stages like definition of issues,
methodology improvement towards the particular issues and situation, create structure
research, accumulation of information and report presentation as well.
◦ Area of research: Under this, the company evaluate the customers needs from The
Green House in which proper methodologies ad plan will be take place in attaining
positive outcomes.
◦ Research tools and methods: Hotel is totally new along in market which help in
gathering relevant data and information that assist in enhancing the performance level
(Leung and et. al., 2013). As it includes censuses, web, media source and many more.
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 Target Market: It is related with the target market for The Green House which consist
middle class people who wants to visit UK again and again (Kropinova, Zaitseva and
Moroz, 2015). Thus, the main target of house is school gatherings, firms for meeting and
many more.
3.2 Development of plan for cordiality business
Planning is one of the important part of every business organization to attain success at
market place. It also includes various stages that help company to make their performance
competitive. All these can be understood by following stages:
Stage 1: Development:
 Location: It is important for organization to determined core of city. This hotel is close to
London eye which capture attentions of visitors towards the area. This is the main reason
that visitors are easily reach the hotel.
 Scale: Green House is medium size hotel which includes around 25 rooms with al type
of facilities. Along with this, hotel also give additional and advanced services to visitors
such as LED TV, bed, sofa and many more. Along with this, it also offers additional
tourist guide services to their guest so that they can easily visit different places.
 Funding: As the Green hotel is new in this the assets and funds are arise from outside
sources such as bank loan, creditors and many more. Thus it is important for hotel to
effectively organize appropriate funds to run their business effectively.
 Products and services: The Green house provide best quality services to its customers as
per their needs and wants. Along with this, they also provide additional services such as
WI-FI, LED and many more to visitors. This will help them in retaining visitors over
there.
 Licensing: It is one of the important factor which help in operating new business in
effective manner (Evans, Stonehouse and Campbell, 2012). In context of this, Green
house required to includes this factor to effectively implement entire activities in
systematic manner. This will also help in building positive image of the company at
market place.
Stage 2: Design:
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 Culture: This factor is relate with the environment that includes in hotel and restaurant as
well. Thus, it is important for company to established positive and healthy environment
so that they can easily invite more and more customers over there.
 Brand: It is related with the request to keep the brand picture more attractive in front of
customers (Di Pietro, Di Virgilio and Pantano, 2012). It is required by the Green house to
provide best and amazing and quality services to visitors so that restaurant can easily
attain larger market share from its rivals,
 Interior and exterior: Under this, the internal and external structure of hotel is also invite
large number of visitors over there. Mainly, it required effective interior and outfits that
may provide luxury experience to visitors. This will help in inviting large number of
visitors over there.
 Functional areas: It includes different functional areas of hotel which may helps in
executing whole activities of the hotel in most effective manner. As it includes
housekeeping, refreshments human asset, front office and many more.
 Customers flows: Under this, manager of the company is evaluate the number of visitors
passing and coming in hotel to consume its services. Thus, it is important for supervisor
to effectively exact customers within the organization.
 Link to target market: The main target of this hotel is middle class people who willing to
visit different places. It is best for the company to easily enhance their profitability level
at market place and at the same time also attain visitors attentions towards the offerings.
 Customers with individual needs: In market place, customers taste and preferences are
change on frequent basis. Thus, Hotel needs to serve quality services as per their needs
and wants to attain their satisfaction level.
 Sustainability: It is important for business organization to established strong
sustainability at market place. In context of Green House, they provide discounts to
customers with the aim of attaining benefits. For example, air plane terminal provide pick
ad drop benefits to large number of customers. In addition of this hotel also give coupons
to their customers which may help in inviting and encouraging visitors.
Stage 3: Operation
 Staffing by functional areas: It is also an effective function for manager to select skilled
candidates for right job and place as well. With the help of this, they can easily perform
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their task and attain positive outcomes (Brotherton, 2012). Mainly, staffing is required to
effectively recognise the work that will be performed by the able employees. Along with
this, workshop and training session is also provide to the employees as per their needs at
workplace.
 Cultural diversity and different approaches to manager issues: Under this, hotel give
positive work environment to their workforce to make overall performance at market
place. With the assistance of this hotel ca easily handle diversity at workplace.
 Recruitment policies and procedures: It is related with the selecting as well as recruiting
capable worker so that they can easily improve their overall performance at market place.
In context of Green House, recruit skilled and able workers so that they can easily
perform their task in most effective manner.
 Compliance with legislation: Laws and regulations are the important aspect which used
by the industry in UK. With the help of this, hotel can easily improve their performance
level at market place.
 Promotional activities: Number of promotional activities are used by The Green House
with the aim of promoting their brand and quality services in market place. For example,
social media, print media and many more are the important activities that help in
enhancing the profitability level.
 Pricing strategies: It is one of the important method which helps in inviting the customers
from its rivals (Abubakar and Ilkan, 2016). In context of the Green House, it use
economy pricing strategy through which customers cam easily attracted towards the
company and its offering as well.
CONCLUSION
From the above mentioned report it has been concluded that hospitality sector is grow as
per continuous basis as it provide number of opportunities to local people with the aim of
improving their living standard. In this context, both hospitality and travel business ate both
interrelate and also encourage to perform best in market place. Both are interrelate and having
main objectives is to maximize as well as increasing travelling experience of visitors by
providing them standard and quality services. Furthermore, vertical and horizontal integration of
hotel also offered some drawbacks and benefits which can be overcome from taking appropriate
action. This will contribute in enhancing profitability level of the company at market place.
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REFERENCES
Books and Journals
Abubakar, A. M. and Ilkan, M., 2016. Impact of online WOM on destination trust and intention
to travel: A medical tourism perspective. Journal of Destination Marketing &
Management. 5(3). pp.192-201.
Brotherton, B. ed., 2012. International Hospitality Industry. Routledge.
Di Pietro, L., Di Virgilio, F. and Pantano, E., 2012. Social network for the choice of tourist
destination: Attitude and behavioural intention. Journal of Hospitality and Tourism
Technology. 3(1). pp.60-76.
Evans, N., Stonehouse, G. and Campbell, D., 2012. Strategic management for travel and
tourism. Taylor & Francis.
Kropinova, E. G., Zaitseva, N. A. and Moroz, M., 2015. Approaches to the assessment of the
contribution of tourism into the regional surplus product: case of the Kaliningrad region.
Mediterranean Journal of Social Sciences. 6(3 S5). p.275.
Leung, D. and et. al., 2013. Social media in tourism and hospitality: A literature review. Journal
of travel & tourism marketing. 30(1-2). pp.3-22.
Mohamad, W. N., Omar, A. and Haron, M. S., 2012. The moderating effect of medical travel
facilitators in medical tourism. Procedia-Social and Behavioral Sciences. 65. pp.358-
363.
Nunkoo, R., Gursoy, D. and Ramkissoon, H., 2013. Developments in hospitality marketing and
management: Social network analysis and research themes. Journal of Hospitality
Marketing & Management. 22(3). pp.269-288.
Scott, S. V. and Orlikowski, W. J., 2012. Reconfiguring relations of accountability:
Materialization of social media in the travel sector. Accounting, organizations and
society. 37(1). pp.26-40.
Sparks, B. A., Perkins, H. E. and Buckley, R., 2013. Online travel reviews as persuasive
communication: The effects of content type, source, and certification logos on consumer
behavior. Tourism Management. 39. pp.1-9.
Wu, H.C. and Ko, Y.J., 2013. Assessment of service quality in the hotel industry. Journal of
Quality Assurance in Hospitality & Tourism. 14(3). pp.218-244.
Zeng, B. and Gerritsen, R., 2014. What do we know about social media in tourism? A review.
Tourism Management Perspectives. 10. pp.27-36.
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