Research Project: Intercultural Challenges in the Hospitality Industry

This report provides an in-depth analysis of intercultural challenges faced by the hospitality industry, emphasizing the high revenue generation potential and the complexities arising from a diverse workforce. The study focuses on the communication issues between managers and employees of different cultural backgrounds. It highlights the need for cultural awareness and a positive working environment to retain employees and ensure satisfaction. The report investigates various challenges such as hiring and retaining staff, changing market trends, employee turnover, operational difficulties, and guest complaints. It also covers intercultural communication barriers, including language differences, varied perceptions of conflict, and different decision-making styles. The research includes a case study on Whitbread, exploring key terms and definitions of cultural diversity, best practices, management opinions, and recommendations for improvement. The methodology involves a literature review and aims to provide a better understanding of employees and improve overall operational success. The report also emphasizes the importance of cultural influences on behavior, values, and communication, and suggests proactive engagement in communication skills assessments to address the needs of an increasingly diverse workforce.

Research project

Executive summary
Hospitality industry enhancing their operations world wide, it is high revenue generation
sector. It creates real challenges for their employees and higher authorities to interact and
effectively work with people from different cultural environments. There were many problems
among managers and employee that relates the intercultural communication between both of
them. The problem of the intercultural communication has recently had an enhancing reach in
the hospitality sector. In the prospective of the organization, culture awareness, working
environment plays very important role because employees wants satisfaction from the company.
So, organization have to build best working culture or environment to retain their employee and
give the proper employee satisfaction. It should be perceived as a critical issue for business
success. To study the intercultural challenges faced by the managers in the hospitality industry to
improvise understanding of employee for a resulted purpose. The main purpose of this study to
find the cultural diversity of hotel employees and customer that develop unique challenges of
cross culture service encounters, also give opportunity for service differentiation. There are
various questions on intercultural challenges facing the hospitality industry such as:
What kind of difficulties and issues face by the hospitality organization at the time of
multicultural diversity in the market place?
What kind of higher authorities skills and quality, specifically in the case of entry level managers
and strongly required today to manage efficaciously multicultural hospitality manpower?
The major challenges faced by hospitality industry that is hiring and retaining the staff,
change market trends and their dynamics, to manage the employee turnover, operational
difficulties. Handling the irrelevant complaint of the guest, rising cost of daily consumables,
housekeeping issues, improvement in guest expectations, irregular cash inflows and major
problem is data security challenges. In the prospective of intercultural communication challenges
there are various communication style, different perception or attitudes towards conflict, various
approaches to accomplishing task, different decision making style, attitudes towards disclosure.
Various approaches to knowing. To manage the operations, managers have to study intercultural
communication that is very essential proactively engage in communication skills assessments
and make necessary adjustment in context to address the needs of today's increasingly
diversification manpower. Intercultural communication also have a barriers such as, anxiety,
assuming similarities instead of ethnocentrism, stereotypes and prejudice, non verbal

misinterpretation and language barriers. On the other side it is very essential that provide the
quality to deal across cultures, that enhance the importance as the global gets smaller. To
considering smaller it does not mean the world is becoming identical, it simply means having
more contacts with people who are culturally different. Cultural influences behaviour, it defines
personality by the way of working and also it makes differences how to represent others. It
affects on values that considering right and wrong. In the context of society it live in influences
on choices that can also influence other and ultimately assist to provide structure to society. This
thing change the overall scenario of the organization. Language is very important to understand
the culture, it impact on communication values, beliefs and customs. That as an important social
function and fosters feelings of group to identity and commonality. It simply means with the help
of culture and it traditions and shared values may be conveyed and preserved.

Table of Contents
Executive summary..........................................................................................................................2
Aims and objectives.........................................................................................................................1
Introduction and rationale................................................................................................................1
Literature review:-...........................................................................................................................3
To critically evaluate key terms and definitions of cultural diversity in the workplace.............3
To present Models of Best practice for improving cultural diversity.........................................5
To explore management opinion in identifying the current challenges with cultural diversity..6
To conclude and recommend key changes needed that can be implemented for improving
cultural diversity in the future.....................................................................................................7
RESEARCH METHODOLOGY.....................................................................................................9
CONCLUSION..............................................................................................................................32
RECOMMENDATION.................................................................................................................34
REFERENCES..............................................................................................................................35

Aims and objectives
Aim: It reflects the standardised target that is established by an organisation and it is meant
to be achieved over a regular period of instance (Arseneault, 2020). It is processed as per
attainment of adequate target that is attained in sufficient manner and with this productive ending
is resulted that reflects higher success and sustained growth for a longer time period. In relation
to control intercultural challenges that is faced by management of an organisation as with this
possibility to manage working standards is measured with higher attentiveness.
“To study intercultural challenges faced by managers in the hospitality industry to improvise
understanding of employees for a resulted purpose. A case study on Whitbread.
Objectives: It defines the sustained balanced that is pertained by the business in order to
attain sustained level of growth and development and with this favourable outcome is attained
over a timely constrained.
 To critically evaluate key terms and definitions of cultural diversity in the workplace.
(LR)
 To present Models of Best practice for improving cultural diversity. (LR)
 To explore management opinion in identifying the current challenges with cultural
diversity. (PR)
 To conclude and recommend key changes needed that can be implemented for improving
cultural diversity in the future.
Introduction and rationale
Intercultural challenge is a major cause of conflict generation within the working place as
it generates various issues in order to manage and control functional solutions that is majorly
related to social interaction. It is basically processed as with working extend of an organisation
and that is dependent over recognition of market value and attribute, new geographies and many
other basis as well. In this era most of an organisation get worked over globalisation level and it
plays an essential role over business environment and its expenditure under which need and
demand of cultural recognition, behaviour, custom and values (Brett, 2018). In this organisation
get learned and accept various habits that is quite familiar to religious values, practices,
avoidance of offence. It also plays an essential role that is beneath of adequate challenge that is
processed during observance and perpetual of intercultural challenges. It has potential impact
1

over the cultural miscommunication that is related to adequate behaviour of workers along with
its cultural norms, value, attribute and behaviour. In a hospitality organisation there is certain
level of enhancement over operating basis that develop more challenges for working employees
that is reflected during interaction and effective working standards. Most of hospitality
organisation worked on to increase and advance international market presence within this it is
hard for the management and higher authority to get worked with the individual those are
belongs from different cultural background.
It is pertained as an issue within this cultural awareness, understanding and
acknowledging of cultural differences and sensitivity perceived negative impact over the success
and development of an organisation. It is required that different challenges get analysed as per
consideration of multi ethnic and multi-national prospect that is involved as per hospitality
management during working at international level. There are various challenges that is processed
during intercultural communication such as cultural miscommunication that has potential impact
over behavioural prospect of all across different culture. In addition, usage of different language
plays vital challenge through which both informal and formal communication get affected over
direct basis. Moreover, while working at international level organisation have worked with the
individual those have suitable dignity, honour, face and have worked all together to achieve
standardised objectives with perfection (Csillik, 2019). In this working intervention is through
which appropriate and normative form is controlled that is related to self-worth, confrontation,
managerial intervention and emotional expression that is involved with conflicts rate that is
generated over working place. It affects the decision making and problem solving capability
within which effectiveness to attain and influence working practice of workers get affected and
in this value system such as suppliers, customers, buyer and interrelation with other business
partners get affected over direct manner. The report below is based on Whitbread that is a
multinational British hotel and a restaurant with having headquartered in Houghton Regis,
England and it was established in 1792 and become largest brewery all across world in 1780.
The company has been worked with the aim to worked with sustained budget over which
favourably induce delightful favoured to its guest and in this quality working with this better
value is transferred as by maintaining clear focus and concern towards attainment of long term
profit and development in beneficial manner.
2

Rationale
It has been identified and evaluated that there are various reasons which are behind carrying
of intercultural challenges that are faced by business managers in hospitality sector in order to
enhance understanding as well as knowing of employees for generating a resulted outcome and
motive. As reason behind carrying this research project is to determine and examine different
reasons of intercultural challenges which hotel managers faces to run their business practices
effectively and generation of profits and revenues. As hospitality sector provides different
services for customers, travellers as it moves for various reasons of essential and important
elements which are luxury, lodging and leisure. Hotel company is a major as well as important
aspect in every vacation or business trips of customers. It for that it becomes responsibility of
managers to provide them quality services and facilities so that customer satisfaction could be
raised at higher level and as results competitive advantage could be gained to deal with various
customers. In in carrying this process business managers faces various intercultural challenges of
gender, demographics and so on which are to faced and resolved effectively to carry operations
effectively. So that hotel will be able to provide quality service to customers and increase their
brand image. In this working condition and its possibility both get advance with this probability
to achieve standardised outcome is perceived with timely constrained which is also be in
favoured of growth and development of business and its growth.
Literature review:-
To critically evaluate key terms and definitions of cultural diversity in the workplace.
As per the view point of Katie Sawyer, 2020, cultural diversity is defined as all
values which provides directions to all people in relation with how they behave. The most
important driving force in the workplace is economic globalization. Workplace diversity
provides both materials and intangible benefits. There are various people who have
experienced discrimination. There are various employees who belong from different
cultures and are of different gender, race, education and many more. When there is not
any cultural diversity in a company then major conflicts get arise among all team
members. In context with Whitbread also, they managed diversity at their workplace very
efficiently. They promoted unity through which a positive environment got created. To
manage proper diversity there are certain terms which need to be addressed like creating
3

an accountability plan in which regular surveys are conducted like whether all policies are
been followed or not.
As per the view point of Katie Reynolds, 2019, Cultural diversity is the most
important stage for a business in order to enhance it at high level. In an organisation when
there is cultural diversity it creates certain benefits like it inspire creativity all team
members have different opinions due to which creativity gets enhanced and needs and
demands of customers gets satisfied in better way. It also allows an organisation to provide
more range of products and services as all employees working the company have different
skills and their experiences. Through this, it helps an organisation to achieve competitive
advantage. In relation with Whitbread also, all employees in the organisation were having
their own skills which helped them in building up their competitive advantage.
From the view point of Carter McNamara, while working with people who belong
from different cultures is very much important for an organisation. All employees should
feel they are been included in their company and all their values, opinions are recognised.
There are different conditions which builds up better motivation through this better
satisfaction gets builds up. At the same point of time it is a challenge also because all
employees have their own opinions and beliefs which is completely different from other
employee. Due to this a condition gets arise because people won't trust other employees
who belong from different culture. If an organisation wants to improve their cultural
diversity at their workplace certain guidelines are there which should be followed like
realising that each part of an organisation has their unique culture so that their diversity
can get improved. It is also important to have a successful leadership in different cultures
because it creates a big different with respect to all cultures like in relation with hotel
Whitbread they followed all conditions and guidelines and realised that proper interaction
is to be done.
As per the view point of Ruth Mayhew, 2019, Workplace diversity is necessary for
all businesses. It enables mutual respect among all employees. There are various employees
who have different styles, cultures so it becomes important for the organisation to create a
better work environment. In an organisation there are issues which get arise because of
terms like racism, discrimination among all employees and it becomes a main point of
consequences. It is crucial for a company show respect to all employees and avoid such
4

conflict. Managing cultural diversity at workplace also enhances business reputation
through which workers also get better opportunities. It is important that all employees
must get fair treatment so that they don't feel any kind of discrimination and lead to better
customer loyalty. IN context with the organisation also, they always ensured that effective
cultural diversity is been there and all employees who belong from different cultures gets
fair treatment and not such differences gets occurred on the basis of race, caste and so on.
To present Models of Best practice for improving cultural diversity.
As per the view point of Sharon Florentine, 2019, a company which has diversity in
their workplace always builds up innovative results. There are different practices in
relation to improve whole cultural diversity. The most important one is initiating a sense of
belongingness across whole organisation. For an employee it is important to bring
themselves forward and build up a good connection so that each individual feels that they
are been recognised and valued and at the same point of time creativity gets enhanced but
many changes gets occurred in between. The another best practice which is involved is in
relation with top down approach as in context with this it is in relation with compliance
and not any type of commitment. There are many kind of differences in relation to both
experience of employees and also certain values in order to make all changes that must be
relevant. Both brand as well as culture are interrelated with each other. So, in order to
build up an inclusive organisation it is necessary to enable a relationship between what is
been done in the organisation and what is done outside it.
From the view point of David Pedulla, 2020, there are different work practices in
relation with making a workplace more diverse and at the same point of time enhance
diversity, equity as well as inclusion. It involves many things like alternative complaint
systems, test for biased technology, involving managers from the start and many more. All
businesses are very complex in nature and has their own culture and dynamics. It is needed
that various design programs are been set up and all individuals are involved in that
specific design process. In relation to test for biased technology it is one of the most
important thing which increases the efficiency of a company but it also lead to concern in
context with reproducing all inequalities in relation with race, gender and so on. There are
many employees who feel discrimination problems and through this they also make
complaints and it directly affects their career.
5

From the view point of Hanna Voutilainen,2019, it is crucial to maintain and
support diversity as well as inclusion at a workplace. There are different practices like
changing hiring practices while keeping the concept of diversity in mind, establishing
diversity policies, proper communication, training and so on. While following the process
of hiring employees it is important to encourage all diverse workers and initiate diverse
work force only so that proper culture and work environment can be maintained. In
context with all company policies there are various type of diversity themes which are
involved like mobility, race, gender and many more. So, the main target is to assure that all
policies with respect to managing diversity at workplace is followed and at the same point
of time it should be communicated to whole organisation also so any no individual creates a
sense of discrimination in the organisation. With respect to communicating this to each
member training is the best way to implement it because with the help of this only better
safe environment would be created. In relation with Whitbread also, they followed and
implemented different practices and strategies which helped them in promoting diversity.
They built up their organisation in such a way that it fosters productive business
relationships which helped them in maintaining a positive work environment. They also
enabled better diversity and inclusion with the help of encouraging and motivating all team
members to find out different methods and celebrate all traditions together. The company
never ignored their employee expectations and ensured that everything is been done in a
diverse manner.
To explore management opinion in identifying the current challenges with cultural
diversity.
As per the view point of Big Think Edge, 2018, there are many challenges that all
employees face in relation to diversity at the workplace. There are certain ethnic and
cultural differences due to which discrimination gets arise among the organisation. As
some employees feel unfair prejudices in terms of race, age and so on. In a professional
context this is not acceptable so it is one of the challenge that an organisation face. There
are also some kind of differences in terms of both language and communication because all
employees belong from different cultures due to which many challenges get arise. As some
people understand a person's language which some may not understand due to which many
conflicts get arise. With respect to all those challenges various methods had to be used like
6

developing and communicating all organisational policies so that better diversity can take
place. It is done to enable a effective culture of acceptance with respect to a specific
organisation and at the same point of time different diversity related initiatives are also
implemented. As per the view point of Katle Reynolds, 2019, there are different challenges like
people from other cultures may be less likely in relation with their voices to be heard. It is very
important to create an open and inclusive workplace environment so that better contribution can
be gathered.
From the view point of Sheryl Sandberg, 2017, various challenges takes place while
managing diverse workplace like communication issues, different opinions, retaining bad talent
and many more. As all employees belong from different cultures communication between them
becomes a major challenge for them because some obstacles gets arise with respect to the
language which they speak. It becomes very difficult for an employee to understand other people
language. In context with communication issues the other challenge which gets arise is to handle
both gender and the difference in age group. As young employees possess different terminology
which is not used by elder employees so it ultimately becomes a challenge for them. Due to the
diverse workforce there are various opinions which gets arise because each individual is from
different background and culture. All pursue their own opinions which led to many conflicts. It
becomes a challenge for them because it is very difficult for them to maintain their productivity
level. With respect to this hotel Whitbread also faced challenges but they also implemented some
solutions in order to deal with them like they use to encourage all employees to ask for
clarification that if they are not sure about what they have to do then they can easily ask for it. As
all employees have their own opinions so they implemented a new committee in which all top
executives use to listen their team members opinions and at the same point of time comes to the
best decision.
As the the view point of Rich Yvanovich, 2020, the diversity in the workplace creates
many challenges for an organisation like stereotypes, less trust, productivity and many more. It is
very important in an organisation that all employees interact with each other in effective way.
They should understand each other but it becomes a challenge for them when employees use the
level of stereotype due to which many hurdles gets arise. As there are many workers who are not
in favour of people who belong from different culture and religion due to which isolation gets
arise. The another challenge which gets arise is in context with less trust level. People who are
7

from minority groups may feel that they are not treated equally because they are from different
religion and background. So, it becomes a challenge for them to ensure strong leadership in their
company. After facing such challenges it becomes necessary for an organisation to make better
use of diversity. The company should give a chance to all their employees to grow in their
respective sector and try to become familiar with their working styles and other employees
culture.
To conclude and recommend key changes needed that can be implemented for improving
cultural diversity in the future.
From the view point of Bridget Miller, 2016, maintaining diversity in the workplace is
very much beneficial for employees as it assures that all employees would help an organisation
to generate more innovative and better ideas with respect to enhancing an organisation. There are
different way which can be applied by an organisation like always remembering that diversity is
more important than race, they should provide proper diversity training, more flexibility should
be provided and many more. In a specific organisation all employees are from different type of
culture, background and so on. So, it is important for them to focus on implementing diversity
rather than creating focus on which employee belongs from which background or religion. It is
also recommended to an organisation that they should provide their team members with proper
training in relation to diversity so that each employee gets to know about other person's culture
and implement efficient level of diversity in the workplace.
From the view point of Cristian Grossman, 2020, maintaining diversity in the workplace
is needed and important in order to earn better competitive advantage and at the same point of
time employee engagement gets enhanced. There are many ways through which an organisation
can maintain diversity like creating inclusive workplace policies, communicating clear task
forces and many more. A company should implement a proper evaluation of the workplace with
the help of creating new policies right from hiring process till their promotions. They should
provide equal opportunities to all their employees without focusing on from which background
they belong to. The company should also enable a clear communication so that they can assure
that all initiatives which are been taken are efficient. All workers should feel comfortable and
must feel that they are not facing any kind of discrimination with respect to their gender,
religion and so on.
8