Contemporary Hospitality Industry: Scope, Trends, and Analysis

This report provides a detailed analysis of the contemporary hospitality industry, with a specific focus on the operations and management of Marriott Hotel. It begins with an introduction to the scope and scale of the industry, highlighting its growth and importance within the UK economy. The report then delves into the management structure of Marriott, examining the roles of various departments and the importance of professional bodies like the Institute of Hospitality. A key section addresses emerging trends in demand and supply for hospitality staff, outlining the skills and qualifications needed for different roles. The impact of recent developments in legal, operational, and management areas on the hotel is thoroughly discussed. The report also explores potential trends and developments in the industry, analyzing their potential impact on Marriott. The report concludes by summarizing the key findings and insights, providing a comprehensive overview of the contemporary hospitality landscape.

CONTEMPORARY
HOSPITALITY

TABLE OF CONTENTS
Introduction......................................................................................................................................4
Task 1...............................................................................................................................................5
P1.1 Scope and scale of hospitality industry and management structure of different hospitality
organizations................................................................................................................................5
P 1.2 Discussing the management structure of different hospitality organization......................5
P 1.3 Assessing the role of professional bodies and hospitality organizations............................6
Task 2...............................................................................................................................................7
P 2.1 Emerging trends in demand and supply for hospitality staff..............................................7
P 2.2 Skills and qualification requirement for the personnel.......................................................8
Task 3...............................................................................................................................................9
P 3.1 Recent developments affecting the hospitality industry in the areas of legal, operations,
management.................................................................................................................................9
P 3.2 Creating and managing overall image of hospitality industry..........................................10
Task 4.............................................................................................................................................11
P 4.1 Potential trends and developments in hospitality industry...............................................11
P 4.2 Impact analysis of potential trends...................................................................................12
Conclusion.....................................................................................................................................13
References......................................................................................................................................14
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ILLUSTRATION INDEX
Illustration 1: Management Structure..............................................................................................6
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INTRODUCTION
Hospitality industry includes hotels, restaurants and additional fields within tourism
industry. Hospitality industry is very old and it has changed over time. This industry is the most
flourishing sector in contemporary world. Thus, it has got improved and having an efficient
structure in the organization with continuous improvement in the services of customers. In
contemporary hospitality, customer has become the main focus for every organization. For this,
firm has to adopt several changes in order to cope up with the challenges.
This report is mainly focused on the scope and scale of hospitality industry and for clear
understanding of this report, Hotel Marriott has been chosen. Marriott is an American diversified
company which was founded by John Willard Marriott in 1927 when the couple opened the root
beer stand in Washington D. C. Now Marriott manages and franchises a broad portfolio of hotels
and also some related lodging facilities. This organization owns more than 4,087 premises in
around 80 countries. In Hotel Marriott, the management structure is effectively organized.
Moreover, discussion has been made about the emerging trends of demand and supply for the
hotel staff and also about meeting the staffing requirements of Hotel Marriott. The recent
development in staff of hospitality firm has affected the legal, management and operational area
of Hotel Marriott in both negative and positive manner. The overall image of hospitality industry
and that of hotel is very good in the minds of customers as this sector provides high level of
satisfaction to them. The potential trends and development may have positive or negative effect
on Hotel Marriott.
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TASK 1
P1.1 Scope and scale of hospitality industry and management structure of different hospitality
organizations
Hospitality Industry is one of the fastest growing sectors in the World. The scope of this
industry has become very wide. Scope refers to the range of business that provides services and
facilities which includes accommodations, food and beverages, entertainment, etc. The UK
hospitality industry has represented itself in every country in the world and is diverse and
complex (Anderson, 2013). From global perspective, the scale and scope of this industry is
widening over time. Many firms have entered in this industry and still many opportunities are
prevailing in this market for the new enterprises to establish their business. Many hotels and
restaurants have globalized themselves in order to expand their business. This has provided jobs
to many candidates and people have got the exposure of world by doing job in the globalized
organization of hospitality industry.
The major contribution in UK economy is done by this industry alone. Overseas visitors
have spent £21.01 billion in the past years and shows 12% increase every year. 32.8 million
people visited UK from overseas which shows 5.6% increase from the previous years. Year by
year, the visitors are increasing in this sector. People who visit UK, they provide benefits in
every field or aspect of this industry such as tourism sector, hotel industry, restaurants,
amusement park, entertainment sector, heritage and museum, etc. Thus, it increases the scope
and scale of this industry every year. Data shows that future scope is very wide in this industry
(George, 2010).
P 1.2 Discussing the management structure of different hospitality organization
The management structure of Hotel Marriott consists of General Manager under whom
housekeeping, maintenance, sales, Human Resource, Food and Beverages, front desk and audit
departments are there. Sub departments are there who report to their supervisors and then final
reporting is send to the general manager. Thus, it can be assessed that effective management
structure has been designed so that needs of employees can be assessed and satisfied easily.
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(Source: Hotel Departmental Structure, 2015)
P 1.3 Assessing the role of professional bodies and hospitality organizations
The role of professional bodies such as institute of hospitality is very crucial role in the
development of contemporary hospitality. These bodies provide various courses and practical
aspects to the people who aspire to pursue their career in the hospitality industry. They perform
several roles in bringing efficient human resources for this sector. Some of the roles are
discussed as follows: Preparing Future Managers: Professional bodies such as Institute of Hospitality
provide admission to students in their institute and teach those including theories and
practical aspects of hospitality industry. They provide the highest quality management
education to them based on the recent trends of industry. These bodies help people to
become the best managers for industry (Hudson, 2011). Various courses are provided to
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Illustration 1: Management Structure

them such as hotel management, customer relationship management, tours and travel
management, etc. It would help the students in getting opportunities in Hotel Marriott. Matching the Demand and Supply: These bodies for example, British Hospitality
Association, HOSPA and Institute of Hospitality, help Hotel Marriott in meeting the
demand of human resources by supplying efficient human resources to them. These
institutes provide placement facilities to those who acquire education from such
institutes. They get placed in Marriott. Whenever the organization requires human
resources, they provide resources to them. It provides international hospitality
professionals with the highest professional standards of management. Thus, it helps the
economy and Marriott in matching the demand and supply of human resources. Contribute in the UK Economy: By providing large employment opportunities to
people, Institute of Hospitality and other professional bodies helps the economy in
maintaining equilibrium. Thus, they encourage people to pursue their career in hospitality
because there is a wide scope in such industry and they make candidates efficient in
influencing the customers for repeat purchase in Hotel Marriott and thus, contributing in
the UK economy by generating great business (Murphy, 2013).
TASK 2
P 2.1 Emerging trends in demand and supply for hospitality staff
In present scenario, hospitality industry is facing an issue of demand and supply of
hospitality staffs. The type of staff requires at Hotel Marriott as per the staff hierarchy are as
follows:
 Top Management: In this, senior managers of each department that is marketing, HR,
finance, operations are included. Their responsibilities are to make strategies for their
department and for the hotel as a whole (Stokes, 2006).
 Tactical Management: In this, teams of functional specialty, and other employees are
formed. They implement the decisions taken by the top management of Hotel Marriott.
 Operational Management: Skilled and semi-skilled employees, supervisors, management
trainee, apprentices, part-time employed are grouped together and they worked to carry
out the operations of a hotel.
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According to this hierarchy, hotels demand the staffs for these posts thus, staff
requirement can be met in Hotel Marriott by doing tie-up with the hospitality placement agency
that may provide the personnel whenever required to meet the demand of organization (Thomas,
2000). They can also meet the requirement of employees by doing campus placement on
institutes of hospitality. Further, they can recruit people by giving website advertisement about
recruiting.
P 2.2 Skills and qualification requirement for the personnel
Skills and qualification are essentially needed in order to work efficiently in Hotel
Marriott. Without this, any candidate cannot even get the job. This is required because hotel
employees have to perform multi-functions in the industry. Thus, the person should have
required skills and qualification based on the roles and responsibilities of Hotel Marriott. There
are several roles and responsibilities of staff of hotel Marriott. Some of them are discussed as
follows: Operations: Every employee of hotel has to perform his work such as housekeepers has
to perform their assigned duties, assistant general manager has to do the reporting work
and need to allot the daily tasks to employees. Kitchen staff and waiter staff have to cook
the food and need to serve the customers accordingly. Customer Interaction: Role of every employee of hotel irrespective of their job profile is
that they have to communicate to the customers at one or the other point. Their
responsibilities are that customers should be satisfied in every context whether in
maintenance, laundry, food or other services. Technical Role: Hotel staff has to work on computers while performing their duty. They
have to maintain the records of customers, records of rooms occupied or vacant,
customer’s footfall, records of inventories, providing cash or credit/debit card receipt to
customers, etc.
 Sales and Marketing: Employees of this department have to perform the operations as
well as field work by doing marketing of the hotel. Responsibility is that the goals of
organization should be met within given time line (Werthner and Ricci, 2004).
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Based on these roles and responsibilities, personnel required various skills and
qualification in order to perform their work effectively and efficiently. Some of the skills are
listed below: Communication Skills: While interacting with the customers, communication skills of an
employee should be highly effective. This is because the hotel's main focus is customer’s
satisfaction and repeat business which can be achieved by effective communication skills
by which customers can be influenced for doing the repeat business. Interpersonal Skills: To be successful in the hotel industry, one must possess
interpersonal skills as in this sector, main task is to provide customer service and without
this, customer relations cannot be maintained.
 Excellent organizational and administration skills: This is required in order to perform
the role of operations in hotel in effectually.
Qualification required for getting placed in Hotel Marriott are Diploma or full time
course in hospitality, apprenticeship in any major hotel, other vocational qualifications, etc.
TASK 3
P 3.1 Recent developments affecting the hospitality industry in the areas of legal, operations,
management
Recent development in hospitality industry has affected three different sectors of Hotel
Marriott in both positive and negative manner:
1. Legal: The recent development in UK are like improved customer services, high level of
employee and customer satisfaction, intense competition in the industry, customer
awareness, safety regulations, etc. Due to this, government of UK has introduced various
laws in the hospitality sector which have an impact on the working of Hotel Marriott
(Williamson, 2003). Government has introduced the Health and Safety Act, 1974,
Occupiers Liability Act 1984, Equality Law, Customer protection Act, etc. This has
impacted the hotel's working after implementation of laws and regulations. Unfair trading
has been avoided, sex discrimination cannot be done, healthy and safe environment has to
be provided to customers as well as employees come under this. It has helped in
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maintaining the decorum of hotel but also the government interference have been
increased which may hinder the performance of hotel’s working.
2. Management: Along with the recent development, management efficiency can be
developed over time. Recent development in hospitality industry has put a challenge on
the hotel to survive in the competitive market. Management of Hotel Marriott makes the
strategies in order to achieve the competitive edge and to meet out the customer
satisfaction by employing and retaining highly qualified personnel. This has made the
management efficient and effective. Many times, shortage of qualified employees leads
to difficulty for the managers to cope up with the recent developments (Brotherton,
2012).
3. Operations: The operating activities are the main task of Hotel Marriott. Many recent
trends have impacted the operating activities of hotel. Development is needed like
providing delightful services to customers by using the latest technologies such as
electronic check-ins, providing privilege and luxurious services to high-end customers,
mobile-enabled front desk management, etc. To adopt such development, hotel has to
hire highly skilled and qualified personnel and timely recruitment has to be done as well.
P 3.2 Creating and managing overall image of hospitality industry
The image of hospitality can be created by providing excellent services to customers, by
satisfying their needs, through attracting the customers towards products and services of
hospitality such as luxurious facilities at hotels, good food at restaurants, recreational facilities at
parks, etc. (Cohen, 2004). Customers and employees should be provided with health and safety
as well as proper rights to customers should be provided. Through this, overall a positive image
of hospitality industry can be created in the minds of customers. The good image of hospitality
industry should be maintained in order to widen the scope of hospitality and for growing the
economy of UK. This can be managed by doing effective communication with the customers. By
hiring efficient employees, needs of customers can be satisfied. Influencing people can be
influenced by making healthy relations with the customers to have repeat purchase from them.
Also providing safety to customers during their visit by following the laws and regulations is
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initiated by the government. These may help in maintaining the overall a positive image of
hospitality industry.
The current situation of Hotel Marriott is that management and employees are highly
efficient and this has helped the hotel to obtain competitive advantage in the industry. They
provide high end customer services and satisfy the needs of customer services. 97% customers
are truly satisfied with the services of Hotel Marriott (Hall, 2008). The employees’ behavior and
communication process with the customers are up to the mark. This can be continuously
improved by providing training and development to the hotel staff. The image of Hotel Marriott
in hospitality industry is quite good. To maintain this image, hotel should continuously develop
and improve their performance by coping up with the recent changes and by assessing the
potential changes as well.
TASK 4
P 4.1 Potential trends and developments in hospitality industry
Recent trends in hospitality industry have been discussed in the former question.
Organization has to do the predictions for potential trends and development in order to achieve
the competitive advantage, to provide customer satisfaction by effective management, to capture
the first mover advantage, etc. Some of the predictions have been done which are discussed as
follows:
1. Young Customers: There will be a new segment of young customers in the future which
may change the trends of industry (Lennon, 2003). These people will have new needs and
demand which has to be fulfilled by Hotel Marriott in order to be successful in the future.
This can be achieved by searching and adopting the measures which will satisfy their
needs. There is a great chance that Millennial will be the new customer segment because
main focus of this group is on exploration, interaction and experience which can be
achieved by visiting and traveling to the new city or country.
2. High-tech Customer Service: Services to customers will be provided by using excellent
technologies and high-tech instruments such as customers will be provided with a Tab or
Smart phone by their hotel for placing an order, room services, calling housekeeper, etc.
This would be done by selecting the options on Tab. Moreover, automated services will
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be provided such as automatic cleaning of rooms by pressing the button. To cope up with
such changes, Hotel Marriott starts the planning of adopting these changes (Mason,
2008).
3. Political Uncertainty: Due to adverse economic condition of UK, political issues are
arising every day. Thus, there is a possibility of political uncertainty which may hinder
the performance of Hotel Marriott. Firm should prepare themselves to cope with the
unfortunate trends.
4. Expectations of more international visitors: With changing trends, people are visiting
to foreign countries and in gradual development of UK; people are keen for visiting UK.
Thus, it states that international visitors will be increased in the coming years. Hotel
Marriott may generate maximum profit through foreign exchange and by incoming of
more visitors. So, planning for this may be done in advance.
P 4.2 Impact analysis of potential trends
In a former question, potential trends have been discussed. These trends may have
positive or negative impacts on Hotel Marriott (Timothy, 2011). For this purpose, impact
analysis should be carried out so that hotel can prepare them in advance to avoid the negative
impact or to convert them in an opportunity. Some of the impacts are as follows:
Positive Impact
If there is a chance of having young segment of customers in the future then it will be
advantageous for the hotel as they can get the new variant of customer segment and this will
enable the hotel to develop an effective strategy. It will be easier for the hotel to make strategies
for them as hotel is already aware about the recent trends and satisfaction source are known as
well. For providing high-tech services to customers, technological advancement can be brought
in the organization. This will aid the company to become automated and technologically
upgraded. This will reduce the training and development of personnel as they have to interact
less with the customers because most of the work will be done by the machines. If more
international visitors will come then firm may generate more profits through foreign exchange
and there will be inflow of international currency (Contemporary Hospitality Industry, 2012).
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Negative Impact
Younger customer base will be more aware about their services and rights and thus any
mistake from the hotel may impact badly as they can file suit in the court for any mis-happening.
This will generate a negative image in the minds of consumers. For this purpose, hotel has to
take due care about the consequences and need to prepare themselves in advance.. Installation of
high-tech machines may result in over expenditure for the hotel which may exceed the budget of
the firm (Emerging Trends in Hospitality, 2012). This may result in loss for the hotel. Political
uncertainty may hinder the performance of hotel because there will be more interference of
government and economic imbalance may affect the profitability of organization.
CONCLUSION
After preparing this report, it has been concluded that contemporary hospitality is the
most flourishing industry as it generates the maximum profit and help the economy to grow. This
industry is having a wider scope for the new firms and also for the new candidates. The emerging
trends and development in this industry have affected the Hotel Marriott in both positive and
negative manner. The professional bodies are playing crucial role in providing efficient
employees to Hotel Marriott and also it has solved the problem of matching the demand and
supply of human resources. There is a great chance of having potential trends and development
in this industry which will impact the hotel and for this, hotel may prepare itself in advance.
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REFERENCES
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Werthner, H and Ricci, F., 2004. E-Commerce and Tourism. Communications of the ACM.
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Williamson, J., 2003. A Dictionary of Travel and Tourism. Reference Reviews. 17(3). pp. 20–21.
Books
Brotherton, B., 2012. Introduction to the UK Hospitality Industry: A Comparative Approach.
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Cohen, E., 2004. Contemporary Tourism Diversity and Change. London: Elsevier.
Hall, C. M., 2008. Tourism planning. Policies, processes and relationships. Harlow: Pearson
Lennon, J. J., 2003. Tourism Statistics: International Perspectives and Current Issues. Cengage
Learning EMEA.
Mason, P., 2008. Tourism Impacts, Planning and Management. London: Routledge.
Timothy, D., 2011. Cultural Heritage and Tourism: An Introduction. Channel View
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