Holiday Inn: BA International Hotel Management Audit Report

This report provides a comprehensive audit of Holiday Inn, examining its organizational structure, culture, and goals at both corporate and unit levels. It delves into the company's strategic direction, current business performance, and recent change initiatives, including their impact and management. The report also addresses the challenges posed by the ongoing COVID-19 pandemic, detailing the specific strategies and precautions Holiday Inn has implemented. Furthermore, it analyzes the company's long-term and short-term strategies, highlighting its approach to customer satisfaction, employee management, and market adaptation. The report incorporates relevant references to support its analysis and provides a clear understanding of Holiday Inn's operations within the hospitality industry, especially in the face of the pandemic.

Hotel management audit for
Holiday Inn

Table of Contents
Introduction..................................................................................................................................3
Critically evaluate your chosen organisation at corporate and unit levels
using the following key topics 500 words per section............................................3
Organisation structure culture and goals....................................................................3
Recent change initiatives their impact and how well these were managed..3
Strategic direction and current business performance..........................................3
Challenges represented by the ongoing Covid-19 pandemic in Holiday Inn. 3
REFERENCES................................................................................................................................4

Introduction
Strategy is an important aspect which is used by organisations in order to monitor and control
different business activities. There is necessity for all companies to have strong and effective
strategies in order to enhance customer satisfaction level. It is analaysed that management of
companies focuses upon creating good brand image to sustain in market for longer period. The
company used in this report to analyse business environment of hospitality management is
Holiday Inn. This is a UK based firm which was founded by Kemmos Wilson in the year 1952.
There is explanation in this report about different corporate level within this organisation.
Description of organisational culture and recent changes within the company are presented
(Berman, and Dalzell-Payne, 2018) . There is explanation about challenges faced due to ongoing
Covid-19 pandemic in Holiday Inn.
Organisation structure, culture and goals
In a very authentic manner, the Holiday Inn organises its management. The organisational map is
a vertical one where the organization's primary head is the general manager and the executive
secretary is in charge while he or she is absent (Hafiz,and Ali, 2018) . A centralised authority and
structured control structure is seen in the table. This basically means that each agency has a
regular mission and specifically stresses its laws and regulations. It helps to smooth the
organization's activity, and specifically determines who is in control of what. It also serves to
have a consultation about what the essence and ethos of the company is about and how to
continue to meet those needs with the operational infrastructure.
The Long-Term Strategy
By being the number one option and earning revenue for the establishment of a better company,
the long-term goal is to gain interest from any traveller (Lohre, 2017).
Plan for the Short Term
The key emphasis is to be polite and compassionate to all its customers and to have a sense of
security.
Holiday Inn concentrates on a short-term schedule. The arrangements are rendered solely by the
leadership department in conjunction with its financial matters. In comparison, the word
'Manning' is often used in the hotel by the HR boss (Malecki, 2018) . The HR must keep a proper
list of employees employed in a given year and maintain the number of employees in this
process.

Recent change initiatives their impact and how well these were managed
Due to coronavirus epidemic, fewer travellers are booking their rooms of Holiday Inn. Analysts
also highlighted the director of the Holiday Inn chain as among the European companies most
specifically linked to the disease. In late January, the company began to see an effect on
bookings and has now closed or partly closed 160 of its 470 hotels in Greater China. The
company's annual reports on Tuesday revealed that sales per available room (RevPAR) in
Greater China had already decreased by 4.5% last year while production in the European and
U.S. markets had improved little (Merta, 2018). Based on current disruption, the effect on IHG's
mainland China sector is around $5 million a month, Chief Executive Keith Barr said in the call
from investors, describing the downturn as a simple blip"
Strategic direction and current business performance
Holiday Inn is a hospitality organisation which is performing well within market. There is need
to perform effectively within market (Rawhouser, Cummings, and Newbert,2019). The strategic
decisions made in Holiday Inn is mentioned below –
As a multinational organisation of about 400,000 colleagues working in more than 100 countries,
we understand the significance and value of ensuring that our workforce embodies the cultures in
which we function. Our policies and values set our position on matters of global, environmental
and ethical significance. This hotel ensures that the standards of everyone we work with are
transparent, whether they are colleagues, shareholders, investors or suppliers, and that we run our
company in a reasonable and rigorous manner. Holiday Inn accepts our obligation to ensure that
our business growth leads to the aims of the UN Sustainable Development Goals, and we agree
that we will make the largest contribution to seven of the goals by leveraging our strength of
scale and global scope (Saebi, Foss,. and Linder, 2019).
As the holiday inn is developing, it is prudent from some analysis to negotiate with proper
authorities in the respective markets where they plan to work. All the preconditions for doing
business must be achieved and met by the firm. Before entering the new customer segments, the
firm should also carry out well-conducted market research. In addition to the personal customers
of the organisation, the company always should getting the knowledge data from the target
market. Until awarding a lease, extensive market analysis is also a must. It is necessary for this
hotel to manage good reputation within market. Holiday Inn Corporation has to re-evaluate its
internal environmental factors such as strengths, weaknesses, opportunities and threats to

overcome its mission and vision with a strategic direction to adjust and maintain its values at the
same time (Venkataraman, 2019).
These are the few strategies that must be adopted by holiday inns to attract more diverse
customers. Therefore in order to thrive and keep the Holiday Inn Company brand name, their
outstanding service should still be revolutionary. They should also establish the position of
intermediate executives and encourage them to be more imaginative.
Effective approaches always request a corporation to use the market in which their technical
strengths will increase productivity. However the adoptive and cumulative interpretation of
strategic management suggests that the firm starting point contributes the firm to a solid position.
Holiday Inn's business plans have indeed been forced to use strategic management to remain in
the global market competition. Practises and leadership strategies used by Holiday Inn
management have been the primary source of their competitive place in the hospitality sector.
There is a need for versatility, while Holiday Inn is recognised as a pioneer in the hospitality
market. Slight market shifts will impact their business operations. They really shouldn't depend
on their previous performance, but should be creative and prepare for future uncertainties
instead.
Challenges represented by the ongoing Covid-19 pandemic in Holiday Inn
Holiday Inn is a well reputed hotel and there is need to follow new rules and guidelines for
conducting business operations. The sales of Holiday Inn has declined during this pandemic.
Now, more safety precautions are taken for managing the hotel functioning. Several points are
taken by this hotel after Covid – 19 pandemic –
 Holiday Inn is involved in preparing for doing a soft-opening with only necessary
services and workers on one floor or two. Housekeeping, a part of the kitchen, the coffee
shop/dining area, a bar, engineering, front desk and security will be the basic facilities.
This would ensure that fewer persons are present.
 Experienced, multi-skilled and dedicated employees are hired for providing more
effective service.
 To offer faith to the visitors, all workers can have to wear surgical gloves and masks.
 Instead of a full a la carte menu, food lists must be alternatives for Table d'hote menus
every day. The cost of getting heavy food inventories are avoided in Holiday Inn.

 The management has to take into account that it will take time for supply chain suppliers
to respond to maximum potential. Tables can be spread out in the kitchen.
To minimise human touch, self-service should be promoted to the fullest degree possible.
Since 95 percent of accommodation lies in the low-priced sector such as Bed & Breakfast,
budget hotels and guest houses, to kick start the industry, the nation will ride on India's large
domestic tourism. Due to fear of travel and recessionary conditions limiting disposable
income, inbound traffic, on the other hand, is bound to be sluggish. Corporate travel can
revive chain hotels, but the lockdown has demonstrated that with technology-aided
communication, corporate travel may be restricted. They can promote domestic travel for
companies. The protection and welfare of guests, employees and tourists to IHG branded
hotels is taken very seriously by Holiday Inn. Via a global management framework that
provides Brand Safety Guidelines and a package of risk advice, training and toolkits open to
all hotels, we handle safety and security. In order to organise and monitor a safety and safety
control scheme, Holiday Inn hires a team of multinational risk specialists. This framework is
meant to have an acceptable degree of supervision in order to alleviate a structural protection
and security challenge in our controlled and franchised hotels.
Liquidity for working capital is the second major concern. FAITH (Federation of Indian and
Tourism Industry Associations) has already applied to the PM for some concessions
(Economic Times). Included are:
 Accept the twelve-month payment of employee wages.
 EMIs, advance fee, PF, ESIC, GST, Excise, State levies, bank guarantees, custom
duties and security deposits have a twelve month moratorium. It must be remembered
that a three-month freeze on current interest and principal payments to banks has
already been granted by the government.
 Had funding for charges for electricity and water.
 Tax free working capital loans.
In addition to Holiday In, there are some factors which have been present within organisation
(Wu, 2018). These include renegotiate refinancing loans with better payment schedules. It can
impose strict cost-control in energy usage by resisting discount hysteria. This is consistent with
expanding vendor payment times.

REFERENCES
Books and Journals
Berman, S. and Dalzell-Payne, P., 2018. The interaction of strategy and technology in an era of
business re-invention. Strategy & Leadership, 46(1), pp.10-15.
Hafiz, K.A. and Ali, K.A.M., 2018. BRAND IMAGE VS CEO’S IMAGE: WHICH MATTERS
TO THE CONSUMERS?. International Journal of Organization & Business Excellence,
3(2), pp.1-14.
Lohre, S.B., 2017. Attune With Baby: An Innovative Attunement Program for Parents and
Families With Integrated Evaluation.
Malecki, E.J., 2018. Entrepreneurship and entrepreneurial ecosystems. Geography Compass,
12(3), p.e12359.
Merta, M., 2018. How to Gain Reviews in Amazon FBA for a New Private Label Product in
2018: Hanbook: How to Gain Reviews for a New Private Label Product in 2018-for
Amazon FBA sellers.
Rawhouser, H., Cummings, M. and Newbert, S.L., 2019. Social impact measurement: Current
approaches and future directions for social entrepreneurship research. Entrepreneurship
Theory and Practice, 43(1), pp.82-115.
Saebi, T., Foss, N.J. and Linder, S., 2019. Social entrepreneurship research: Past achievements
and future promises. Journal of Management, 45(1), pp.70-95.
Venkataraman, S., 2019. The distinctive domain of entrepreneurship research. In Seminal Ideas
for the Next Twenty-Five Years of Advances (pp. 5-20). Emerald Publishing Limited.
Wu, Q., 2018. Considerations based on the Construction of University Entrepreneurship
Education Platform. DEStech Transactions on Economics, Business and Management,etc.