HRM in Hospitality: Contemporary Issues & Crowne Plaza Analysis

This report delves into the human resource management challenges and emerging trends within the hospitality industry, using Crowne Plaza as a case study. It examines contemporary issues such as green HRM practices and employee retention strategies, analyzing articles to provide a comprehensive overview of the field. The report includes a detailed job description and person specification for a Front Office Manager, outlining essential qualifications and skills. Furthermore, it synthesizes the process of performance management, highlighting its role in enhancing promotions, minimizing staff turnover, and identifying training needs. A critical analysis of Crowne Plaza's human resource policies is conducted to assess their effectiveness in employee communication and overall organizational goals. This detailed analysis provides valuable insights into the complexities of HRM in the hospitality sector and offers practical recommendations for improvement.

Issues in Human resource
Management within the
Hospitality Industry

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Articles on contemporary issues, emerging trends associated with HRM in hospitality industry
......................................................................................................................................................3
Job specification and person specification...................................................................................6
Synthesizing and conceptualizing the process of performance management in order to enhance
promotions, minimize staff turnover and identify training needs of employees.........................9
Analysis of human resources policies of Crowne Plaza............................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Human resource management is referred as a strategic approach which helps to
effectively manage the staff of a company. It helps an organization to manage its employees
appropriately by increasing their motivation levels in order to improve their productivity. It is
adopted by various organizations to maximize performance of employees to gain competitive
advantage in the industry. It includes different processes like recruiting, selecting, training and
development, motivating employees etc. in order to enhance productivity of the organization.
The current report will be based on Crowne Plaza, a successful British multinational hotel chain
which is popular among the customers. It has expanded its services in various countries in order
to increase its market share in the industry.
......The report will explain the research and articles on contemporary issues which are associated
with managing human resource in the hospitality industry, developing and designing a job
description and a person specification within the specific hospitality organization,
conceptualizing and synthesizing the process of performance management within the
organization in order to minimize staff turnover, enhance promotion and identify training needs
of employees, critically revise and analyse different human resource practices and policies from
the selected organization in order to communicate with the employees.
MAIN BODY
Articles on contemporary issues, emerging trends associated with HRM in hospitality industry
There are various emerging trends , associated with HRM in hospitably sector where
Crowne Plaza aims to connect for strengthening its work pace activities. It can be also analyzed
that new sustainability aspects and fundamental pathways, enhances functional optima to be
evolved on for technical growth benchmarks actively. Articles analysis, will enable in depth
proactive analysis on recent trends under HRM within hospitably industry parameters diversely.
Human Resource Management, holds huge influence under hospitality industry parameters for
strengthening working pace engagement competitively.
Green Human Resource Management Practices in Hospitality Industry: A General Review
As per the views of Palguna (2021), green HRM in hospitality industry is new emerging
trend, which significantly is essential towards developing new pathways and diversely forming
functional growth. The Green HRM is based on usage of new practices within hospitality

industry, where job sharing and virtual interviews are some specific aspects adopted in
hospitality sector for untapped technical growth.
The research in article also shed light on fact to minimize paper usage, recycling and disposal of
waste for energy conversations. It has significant impact on green HRM, human resources
functions where employees are expected to have vision of sustainability. Economic
sustainability, ecology and social environment is substantially adhered where article has
personified importance about emerging trend in HRM.
Research by author, has also significantly shed light on facts that green HRM also
advances usage of technologies in advanced format and extensively forming proactive criteria.
The author adheres focus on fact that green HRM implicatively focuses on vision of
sustainability, concentrate on social environment goals within ecology. Managers must have
good awareness about extensive new HRM concept development, which personifies accuracy
criteria for extensive growth domains. Hospitality industry with new demands growth, has been
exponentially focusing towards proactive functional growth based on determined optimum
efficacy. HR practices in sustainable standards further advances scope to primitively improvise
new competent pathways, based on latest emerging trends.
The HRM practices under hospitality management at Crowne Plaza, London aims to
further evolve on new technologies for strengthening eco-friendly and sustainable strategies for
collaborative management diversely. Virtual interviews, recycling and training has to be
competently worked on for best energy efficient HR management which advances scope for
larger extended growth.
Challenges and Strategies for Employee Retention in the Hospitality Industry: A Review
As per the views of Ghani and et.al, (2022), there are various challenges and issues faced in
employee retention within hospitality sector where companies mainly aim to adopt new retaining
talented employees, extensive determined performance growth diversely. Aim of employee
retention is to further form talent enrichment extensively, based on primitive engagement goals
for longer period. Employee retention in companies enables to retain talented employees, and
train extensive development for strengthened productive learning goals. The companies in
recent time are practically investing to leverage optimum new strategies such as gaining timely
feedback, brainstorming sessions within sessions for strengthened determined efficiency. Author

in recent article, has examined practical importance and challenges faced by companies in
employee retention within hotels.
Lack of motivation, change in business strategies and proactive diverse expansion on uncertain
changes impacts company employees. This further enables to generate importance about
providing new innovative employee development aspects, for motivating employees. Employee
motivation consistently empowers new vision to be evolved, retention to be maintained and
extensive functional abilities to be imperatively worked on profoundly. The study researched in
article, signifies that employee retention further enables primitive growth to be established.
Crowne Plaza, aims to competently determine best strategies such as taking brainstorming
session and meetings for imperative positive development on wider targets. Through positive
usage of best leadership, employees are better retained in company for longer time period and
actively motivates new engaged abilities to be worked on. Crowne Plaza aims to sustainably
expand new investments on training employees, evolving rise towards proactive strengthened
innovation which determines revenue and overall stability to be grown actively.
Linking human resources practices to employee engagement in the hospitality industry: the
mediating influences of psychological safety, availability and meaningfulness
As noted by the views of Rabiul and et.al, (2021), meditating effects of employees psychological
states relationship between human resources practices for effective timely employee
engagement. The research done in article has been done in format of random sampling,
identifying specific employee engagement in hotels within business sector aspects diversely.
Study has summarized influence and importance of psychological safety, availability and
meaningfulness about HRM practices for employee engagement. The new creative working
strategies mitigates strength, to be collaborated on fundamental grounds where HRM by enabling
optimum usage of new hospitality goals will be able to expand proactively. Crowne Plaza, aims
to develop best HRM practices for strengthening new employee engagement practices
diversifying specific focus on strengthening ideologies. It also dynamically advances scope, on
evolving new HR policies based on diverse new psychological safety goals.
As per innovation and advancement coming up in hospitality industry, there is significant pace
evolved towards availability, meaningfulness for operative growth. Author also adheres
importance towards timely engagement based on competitive untapped employee engagement
priorities, for gaining extensive meaningful growth within longer time period. Human resources

functionally plays pivotal role for strengthening best HR strategies and forming extensive work
based goals transformation, which operative advances scope for higher competitive revenue.
Leaders at Crowne Plaza, aims to adhere towards new HR policies for dynamic standards
psychological safety, availability and meaningful proactive scenarios. The best HR practices
further advances scope to promote work culture goals, enhance working vision for untapped
collaborative benchmarks.
Article has also summarized essential importance of hospitality sector adopting new HR
employee engagement goals, for strengthening wider edge standards. It enables to mediate
influence towards psychological safety parameters, determining overall competitive wellness to
be diversified functional growth.
Job specification and person specification
Job description for Front Office Manager
Job title
 Front Office Manager
Report to
 The General Manager
Job Summary
 Responsible for ensuring that there is proper organization and arrangement in the front
desk and the reception area. Ensuring the effective maintenance of front desk office

supplies and the equipments. Also, responsible for supervising the staff and all the front
desk activities that includes the bookings, appointments, emails and phone calls.
Responsibilities
 Supporting and training the front office staff
 Ensuring the effective handling of the guest related tasks on time to improve the
experience of guests
 Handling the complaints of the guests and their special requests
 Scheduling the shift of the staff
 Managing other activities that are related to human resources
Qualification required
 MBA in Hotel Management
 Bachelor's in Hotel Management
Experience required
 At least 2 years of experience in the hotel industries on a post of management
Company Summary
 Crowne Plaza is one of the leading hospitality organization of UK that is operating in
more than 100 countries with more than 430 hotels and 1,15,000 bedrooms.
Salary
 £25,000 to £30,000

Person specification for Front Office Manager
Job title
 Front Office Manager
Essential parameters Desirable parameters
Qualifications  MBA in the Hotel
Management
 Bachelor's in Hotel
Management
 Qualification at the
international level
Experience  Minimum 2 years of
work experience in any
reputed hospitality
organization
 Worked at a
management post
Language skills  Good command on the
English language
 Having good command
on foreign language
Reporting to
 The General Manager of the hotel
Skills required
 Good computer knowledge
 Efficiency in managing tasks

 Effective time management skills
 Effective communication
 Honest towards the work
 Good at scheduling
 Stress management
 Attention to details
 Leadership skills
Job profiles
He or she must be able to perform all the tasks related to the front office management and
is able to provide the organization with effective performance in managing the various front desk
activities.
Synthesizing and conceptualizing the process of performance management in order to enhance
promotions, minimize staff turnover and identify training needs of employees
Performance management is an effective process of measuring, identifying and
developing the ongoing performance of employees in Crowne Plaza. It is one of the most
important function of Human resource management which mainly focuses on achieving the goals
of the organization by enhancing performance of employees (Donnelly and Johns, 2021). It is an
effective tool used by the organization in order to monitor and control the efforts of employees
towards the organizational aims and objectives. The performance management process is a
communication based process where the management and employees may work collaboratively
in order to achieve the employee objectives and long term, goals of the organization. The process
may include four steps which are follows:
Planning:
The work may be clearly defined with the help of comprehensive description, key
objectives, short and long-term goals in order to develop a clear metric of how these goals will
be assessed in order to improve the performance of employees. These goals may be set in the
SMART format in order to clearly state the important aims of the organization to the employees.
Crowne Plaza may include the inputs of employees in order to gain their valuable feedback to
maximize the productivity of employees (Performance Management Process, 2022). The
organization may consider these inputs of employees and prepare effective strategies for their

development. It may help the organization in reducing the employee turnover which may be
major threat for the development of the business. By collaboratively planning with the
employees, the management may be able to understand needs of employees and provide them
with required resources for their development.
Coaching:
It is the next process after setting the goals of Crowne Plaza which may help the company
to set targets, the employees may be provided with specific support and guidance by the
company in order to improve their productivity (Hameed and et.al., 2020). The organization may
identify training needs of employees and provide them with the necessary training opportunities
in order to improve their overall performance and contribution to the organization. The company
may be able to receive and give good feedback to the employees in order to improve their current
approach towards the work.
Reviewing:
The organization may review performance of employees regularly in order to identify the
changes in the performances of employees. A clear record of these changes may be maintained in
order to help the employees to develop their decision making and problem solving skills (Harney
and Alkhalaf, 2021). It may be helpful for Crowne Plaza to give actionable feedback to the
employees in order to identify the areas which require more consideration by them to achieve
success. The employees may also be given freedom by the management to give feedback on how
the company can make certain changes in order to improve its services.
Action:
The last step in this process is recognition and reward to the employees on the basis of
their contribution towards the development of the organizational goals. It may help Crowne
Plaza to increase motivation among the employees by providing them with monetary benefits,
leadership opportunities, new projects etc. in order to improve their job satisfaction and increase
their morale to increase their productivity. The organization may look forwards towards
enhancing the future performance of the employees and prepare strategies to fulfil their
development needs. Effective actions may be taken by the organization in order to improve the
satisfaction levels of the employees which may be beneficial for their overall development.
The performance management process may help Crowne Plaza to minimize the staff
turnover which may be a major challenge for the business due to the dissatisfaction of employees

towards the company (Islam and et.al., 2020). The company may be able to retain their highly
performing employees by improving their motivation and morale. It may help the business to
increase its productivity by providing the employees with the flexible environment in order to
achieve their aims and objectives efficiently. The process may be beneficial for the company in
order to identify the training needs of employees. These requirements of employees to develop
important skills may be fulfilled by the organization in order to improve their problem solving
and decision making ability which may help in increasing their performance while performing
the crucial tasks (Lopez-Cabrales and Valle-Cabrera, 2020). It may help the company to develop
the engagement of employees towards the organizational goals which may be beneficial for the
development of the organization.
It may help Crowne Plaza to gain competitive advantage in the market which may be
beneficial in increasing its market share in the industry. By analysing the performances of the
employees in the company the management may be able to enhance the promotion process which
may be beneficial in increasing the motivation levels of the employees to work effectively
towards the organizational goals (Memon and et.al., 2020). This process may be beneficial for
the company to improve the trust of employees towards the decisions of the management. The
appraisals and promotions may have a positive impact on the satisfaction levels of the employees
in order to increase their trust towards the company. It may help the employees to improve their
self esteem which may have a positive impact on their motivation. By providing promotional
opportunities to employees the organization may be able to enhance their skills and improve their
approach towards performing the crucial tasks of the organization (Stahl and et.al., 2020). It is a
useful process which may help the employees and the company to enhance their coordination
which may be useful in developing better relations in order to improve the overall performance
of the company.
Analysis of human resources policies of Crowne Plaza
The Crowne Plaza uses the various types of human resource policies that helps the
organization in having effective management of their employees that helps the organization in
increasing the performance of their employees on the day to day operations of the company. The
policies are effective enough that the staff is able to provide the efficiency in their work and give
the organization with the effective services that is provided to the customers (Keerthi and Reddy,
2018).

Regular review
The Crowne Plaza uses the human resource policy of regularly reviewing the
performance of their employees so that the organization can have effective information about the
performance of the organization. The company uses the strategy so that the company can also
analyse the challenges that has been faced by the employees. This is done because the Crowne
Plaza has been making all the necessary efforts that is required to be made by the organization so
that the employees does not face any kind of hurdles or challenges while performing their duty.
This is done with the help of effectively collecting the performance data of the employees and
using it to analyse that how the staff is performing and how the performance will be affected in
the future because of the current challenges (Elmortada, and et.al., 2020). This strategy is
effective as it will be able to provide the Crowne Plaza with the effectiveness in keeping a record
of the employee performance so that the company can analyse and understand the necessary
changes that the organization is required to make in the employee management and training
strategies so.
This is necessary as the employees are required to be provided with the necessary help
and resources that can be used by them for the effective performance on the day to day
operations of the company. This results into the effective and efficient performance of the
employees that has been delivered in the form of better services to the guests of the hotel. The
staff is able to perform better as the organization is able to provide the employees with the
necessary training and the resources that is required to reduce the challenges that can come in the
performance of the employees. This policy of human resources is effective in providing the
employees with the training and information of their performance as the organization uses the
performance analysis and provides the staff with the necessary training that is required for better
and improved performance of the employees.
However, these strategies can create problems for the company as the organization will
be required to make more investment in the training and the development of the employees so
that the employees can be provided with the effective skills and abilities that they are required to
have (Ahammad, Glaister and Gomes, 2020).
Providing career growth
The Crowne Plaza uses the human resource strategies of providing the employees with
the opportunity of career growth that can help the employees to have the better potential

opportunities that can be used by the employees so that they can grow themselves in the
hospitality field (Strohmeier, 2020). The organization is able to provide the employees with the
opportunity of getting promoted to the better and superior post if they perform better on the day
to day operations of the company. This provides the Crowne Plaza with the benefit of increased
efficiency in providing the guests with better and premium services that is a result of effective
performance of employees. The employees will be motivated to put their time and efforts in the
effective performing and providing the guests with the better and effective services so that the
guests have a positive opinion and feedback for the company and its service.
The strategy of providing the employees with career growth makes the organization to
win the loyalty of the staff that helps in employee retention so that company is able to have the
skilled employees in the organization. The organization takes the benefit of skilled staff that
makes the services of the Crowne Plaza high in quality. These high quality services that has been
provided to the guests makes them to have a positive opinion for the organization and helps the
company in achieving the customer loyalty (Kabrtova, 2018). The employees are able to work
with more dedication and motivation on the day to day operations of the company as they are
being motivated with the opportunity of getting promoted or having the career growth in the
future. This makes the employees to work more effectively and provide the organization with
effectiveness in the operations of the company.
However, this can increase the cost of promotion for the company and as the organization
will be required to spend more on the development of the career of the employees that can lead
to the reduction in the revenue of the company.
Communicating the human resources policies to the employees
The Crowne Plaza will be performing the various types of activities so that will be
helpful for the organization to communicate these human resource strategies to the employees of
the company. The organization will be able to provide the staff with the effective knowledge
about the human resources policies that have used by the company (Wijenayaka, 2021).
Meetings
The organization will be making the various types of meetings that will be able to
provide the employees with the proper information about the human resources policies that has
been used by the Crowne Plaza. This method will be effective as the company will be able to

provide the information to the employees more effectively as it is one of the best formal ways of
communicating with the employees of the organizations (Gonzalez, Gasco and Llopis, 2020).
The company will be providing the information about the regular analysis of the performance of
the employees and the challenges that they can be facing in the future. This method will be
helpful for the Crowne Plaza as the employees will be able to understand the proper information
by attending the meeting which will result into the effective understanding of the employees that
will be a result of the effective communication of the organization with its staff.
Company notice board
The Crowne Plaza will be using the notice board of the company so that the management
can provide the information of the career growth programs or information related to the
promotion can be provided to the employees. This will be beneficial for the company as it will be
able to provide the effective information of the human resources policy that the company have
used so that they can efficiently communicate the information to the employees (Tiago, Borges-
Tiago and Couto, 2020). This technique of communication will be effective for the Crowne Plaza
as the staff will be communicated with the better and effective ways of communicating that will
be easy for the employees to understand without facing any problems that can lead to the
ineffective communication of policies to the employees. This will be an effect tool of
communicating as the organization will be able to provide the information about their human
resource policies to the employees without making any major efforts as all the employees will be
communicated with the single notice board.
CONCLUSION
On the basis of the above report it has been concluded that the organization have
benefited by managing its human resource effectively. It has been useful for the company to
increase the motivation of employees to increase their productivity towards the organizational
aims and objectives. These efforts by the management have helped in facing the challenges that
may reduce the productivity of the organization. The organization have been able to minimize
the risk of staff turnover with the help of performance management process. It has helped the
company to identify and fulfil the training needs of employees in order to improve their accuracy
towards the work. These efforts by the organization have been beneficial in retaining the best
employees in order to maintain the productivity of the organization. The practices and policies
adopted by the organization in order to enhance communication between management and staff

have been resourceful in building better relationships with the employees. The employees have
been able to express themselves effectively which has been beneficial for the organization to
improve its productivity. These practices have helped in managing the needs of employees in
order to work with less stress and pressure towards the organizational goals.

REFERENCES
Books and journal
Ahammad, M.F., Glaister, K.W. and Gomes, E., 2020. Strategic agility and human resource
management. Human Resource Management Review. 30(1). p.100700.
Donnelly, R. and Johns, J., 2021. Recontextualising remote working and its HRM in the digital
economy: An integrated framework for theory and practice. The International Journal
of Human Resource Management, 32(1), pp.84-105.
Elmortada, A. and et.al., 2020. Innovations in HR management: a content analysis approach.
Ghani, B and et.al, 2022. Challenges and Strategies for Employee Retention in the Hospitality
Industry: A Review. Sustainability, 14(5), p.2885.
Gonzalez, R., Gasco, J. and Llopis, J., 2020. Information and communication technologies and
human resources in hospitality and tourism. International Journal of Contemporary
Hospitality Management.
Hameed, Z. and et.al., 2020. Do green HRM practices influence employees' environmental
performance?. International Journal of Manpower.
Harney, B. and Alkhalaf, H., 2021. A quarter‐century review of HRM in small and medium‐
sized enterprises: Capturing what we know, exploring where we need to go. Human
Resource Management, 60(1), pp.5-29.
Islam, T. and et.al., 2020. Promoting in-role and extra-role green behavior through ethical
leadership: mediating role of green HRM and moderating role of individual green
values. International Journal of Manpower.
Kabrtova, V., 2018. The Development of HR Management: Current Trends, Issues, and
Challenges (Doctoral dissertation, Empire State College).
Keerthi, L. and Reddy, P.R., 2018. Adoption issues of HR analytics.
Lopez-Cabrales, A. and Valle-Cabrera, R., 2020. Sustainable HRM strategies and employment
relationships as drivers of the triple bottom line. Human resource management
review, 30(3), p.100689.
Memon, M.A. and et.al., 2020. Satisfaction matters: the relationships between HRM practices,
work engagement and turnover intention. International Journal of Manpower.
Palguna, I.G.R., 2021. Green Human Resource Management Practices in Hospitality Industry: A
General Review. International Journal of Glocal Tourism, 2(2), pp.75-84.
Rabiul, M.K. and et.al, 2021. Linking human resources practices to employee engagement in the
hospitality industry: the mediating influences of psychological safety, availability and
meaningfulness. European Journal of Management and Business Economics.
Stahl, G.K. and et.al., 2020. Enhancing the role of human resource management in corporate
sustainability and social responsibility: A multi-stakeholder, multidimensional approach
to HRM. Human Resource Management Review, 30(3), p.100708.
Strohmeier, S., 2020. Digital human resource management: A conceptual clarification. German
Journal of Human Resource Management. 34(3). pp.345-365.
Tiago, F., Borges-Tiago, T. and Couto, J., 2020. Human resources role in hospitality service
quality. In Strategic innovative marketing and tourism (pp. 81-89). Springer, Cham.
Wijenayaka, A., 2021. HR strategy is necessary to underline the interactive relationship between
business strategy and Human resource management. Academia Letters. p.2.

Online
Performance Management Process. 2022. [Online] Available Through:
<https://www.valamis.com/hub/performance-management-process>