Analysis of Roles, Skills, and Industry Trends in Hospitality

This report offers a comprehensive analysis of the contemporary hospitality industry, delving into various operational roles such as catering assistants, accountants, baristas, kitchen staff, housekeepers, front desk services, and waiters. It identifies the skills essential for each role, encompassing communication, teamwork, self-management, thinking skills, and a willingness to learn. The report also addresses manpower shortages and explores industry dynamics through PESTLE analysis, considering political, economic, social, technological, legal, and environmental factors. Furthermore, it conducts a SWOT analysis of Hilton Hotels & Resorts, examining its decision-making processes and the implications of current and potential trends within the hospitality sector. The report provides a holistic view of the industry's challenges and opportunities, making it a valuable resource for students seeking to understand the complexities of hospitality management.

THE CONTEMPORY
HOSPITALITY INDUSTRY

Table of Contents
P4 Different operational roles arising in the industry............................................................3
P5. Skills requires to perform different roles and shortage of manpower in the industry. ..4
P6 PESTLE analysis of whole industry with ideas...............................................................5
P7 SWOT analysis of Hilton hotel and resorts and its decision-making...............................8
P8 Implications of current and potential trends in hospitality industry.................................9

P4 Different operational roles arising in the industry
An organisation cannot run smoothly without placing right people and right
resources in the right place. There are certain roles that are to be formed by different
individual in order to facilitates different operations at different levels of the industry some of
the roles are discussed below:
(Source: HOTEL ORGANIZATIONAL CHART, 2017)
 Catering assistant: Different types of hospitality businesses employ catering
assistants (Altin and et.al., 2018). the main role of catering assistant to help in the
kitchen and responsible for hygiene and cleanliness with better food production.
Catering assistant is responsible to manage the services of catering weather customer
is happy with environment or not in the restaurant and weather they get proper facility
or not. Here is required some skill for manage catering staff at hotel industry which is
food preparation and presentation.
 Accountant- They are responsible to maintain and record different activities of the
business that can be used in order to asses their position and also to know about the
financial position of the business in the market. This is the operational role of the
service industry to manage their accounts. It is responsible to handle and record
different transactions that take place in business (Atwal and Williams, 2017).
Accountant is the another responsible person who liable to manage the work or
maintained the proper accounting services. Accountant is well qualified in their
specific field and know about the tools and techniques through which they manage the
account of the firm.
 Barista: As the interest for drinking is increasing rapidly there is an increase demand
for skilled and efficient barrister which holds good customers service skills (Claveria
and et.al., 2015). It is done in order to give a higher level of satisfaction to customer
by enhancing their experience. They have responsibility promote coffee and other
drinks and give education to customers. By this they are highly aware about drinks
and coffee at industry. They are required high numbers of skills which are customers
handling power, knowledge, speed, teamwork etc.
 Kitchen staff: Adequate number of workforce is required to meet the need of guest
dining because without competent kitchen staff organisation will not be able to satisfy
customer. They are highly responsible for ensure about the all the area of the kitchen.

They are taking care of whole kitchen equipment and cleaning floor for keeping
cleanliness at services industry (Kandampully and et.al., 2015). The chef of the hotel
is present here he is responsible for manage food quality and quantity. They are
required some skills for attain kitchen staff at hotel and service industry like washing,
peeling, cutting, serving, hosting, chopping foods and other product items.
 Housekeeping: This operational roles plays an very effective and important role in
the hospitality and service industry. Keeping the guest rooms clean and tidy is an very
important element in the industry as it is going to directly effect their experience.
House keeping team is responsible fro every detail of the room from cleaning the
bedsheets to keeping the toiletries stocked (Kandampully, Zhang and Bilgihan, 2015).
 Front desk services: The front desk is main operational role of the hospitality
industry. These are the people who are directly in contact with the guest and are
responsible for taking and handling bookings. It considered in front offi8ce desk at
hotel. They are highly responsible for administration duties by involving greetings
guest, offering food and beverages to them, handling inquires and solve customers all
problems at hotels. This have effective job role at hotel they are highly plays their
own role for promoting various activities to customers. Only they are directly deals
within customers in hotel. They have required some skills for manage front desk
services which are computer literacy, guest services, effective writing and
communication skills, able to done flexible working.
 Waiters- It is important to have sufficient number of waiters in the business as they
are responsible to handle customers and also to provide product and services to them
(Köseoglu and et.al., 2019). They are on a lower level of the hierarchical structure.
Those are the main operational role of the hospitality industry.
P5. Skills requires to perform different roles and shortage of manpower in the industry.
In order to perform different roles in the operating of organisation certain skill set are
required by individuals in order to perform their duty. Such skills can be classified below:
 Communication skills: It involves active listening and paying close attention to
customers. In order to satisfy customer needs employees needs to pay close attention
to the needs and wants of different customer so that they can offer products and
services accordingly (Mak and Chang, 2019). Front desk staff are suppose to have
good communicational skills in as they are handling customers physically on daily
basis. In case, if front desk staff have not proper and specific communication skills

then it give the negative impact on the customer and other staff members. Because,
front desk staff with lack of communication skills are not able to explain in proper
manner.
 Team work and collaboration: As the employees of different departments needs to
coordinate their work and with each other in order to work efficiently and effectively.
It involves fostering relationship with co-worker and bosses which will help the
organisation to work harder towards achievement of overall goals. Different
department such as front desk and house keeping department are need to be
collaborate with the each other because for complete work in effective manner. Team
collaboration is the best and effective but in the absences of this it create the various
problems for other team member (Ozturk, 2016).
 Self management skills: It involves managing self which includes controlling the
action in such a way that it does not harm anybody. An employees needs to manage
its action in organisation in a way that it focus on work fulfilment. In order to give full
potential at work employees needs to create a balance between their work and
personal life as well. Front desk staff needs to handle different customer complaints in
such as way that they are able to be handle them with patience while controlling their
attitude in extreme situations (Radojevic and et.al., 2015). In the absence of this
customers and peoples are suffers at the time of work in the absences of senior
manager.
 Thinking skills: It involves forecasting current and potential problems, and fixing it
own their own without waiting for someone else to solve it. It is required by
employees to solve problems that arises on a daily basis. Employees are required to
solve problems in such a way that it does not effect their work and also they should
have the a ability to take advice from their senior or co-worker which can be useful in
finding solution to problems. Manager of hotel needs to think out of the box in order
to provide customer services according to their need and want because of most of the
customers are attracted by this (Radojevic, Stanisic and Stanic, 2015). But in the
contras, manager is able to think about the needs and wants of customers then it affect
to the business.
 Willingness to learn: If a employees is ready to learn and imply learning in the
working they will be able to perform better in the workplace. Continues learning will
help the employees to cope up with the new tools and technique which will be useful
for the organisation. For instance the business wants to launch different cuisine in

kitchen then the kitchen staff should be able to earn new technique of cooking for the
same (SHARMA and Gursoy, 2018). Learning is the best for each and every people
but in the absence of this HR manager and other staff members are not get the more
information which is important.
P6 PESTLE analysis of whole industry with ideas.
PESTLE is represented the government influences the economy by setting rules and
regulations. Pestle is the effective and valuable changes for the making and knowing about
the governments changes. Each and every factor are describes as follows:
Political factor
This factor is globally have direct and deep impact on hospitality industry by
changing and setting new rules and regulations by government. Political stability is good for
hospitality industry and it influences. It is important for managing the tax rates and influence
(Wang, 2014). Government charges the great amount of tax on luxury and star category of
hotels. Political factor is direct impact to hospitality industry because of government,
especially on hotel industry. It affects to growth of business and its scopes. For example;
Government make changes in tax rate of hotel room like its increase in that case
manager of hotel take and charge extra price with customer as per bookings. In these
customers are influences and have pay extra in this situation this affect the hotel and whole
hospitality industry by taking and charging.
The second example, if tax rate is decrease by this hotel manager has various benefit.
In this hotel manager decrease the price of product and services. By this customers are highly
attracted and ready to pay or take hotel services.
Political factor is influenced by the different policies and regulation imposed by the
government. Political changes may change the company policies and customer behaviour in
different manner.
Economic factor
Economic factor is affect to businesses and whole hospitality industry. That includes
factors such as; taxation changes, inflation, economic growth and interest rate. Economic
changes are leave significant impact on the behaviour of firm and capital states. However,
hotels are worldwide. In that conditions of global economy is an important factor which
affect the whole hospitality industry. Condition of economy is affect to business and its
purchase power because economy is best when employee are able to make the effective. For
example; inflation rate is increase by then it surely affects to company and services. In this

condition every business of hospitality industry want that economy conditions is good of
country (Yadav and et.al., 2016). Second example: interest rate is increase on purchase raw
material, in that case hotel manage pay high interest rate on purchasing material. By this hotel
industry face various problem it affect to profit of company. Economic factor can help
company if the inflation rate is low and but on the same side if inflation rate is high.
Economic factor influenced by the economic conditions which might affect the customer
purchasing decision.
Social factor
Social factor is the best and effective challenges for every business of hospitality
industry. The changes in social factor is influences the demands and purchasing power of
customers because there is available various options which affect influences the mind set of
peoples. It is the characteristics of the consumer groups it is targeting to help to increase
product appeals to potential buyers. Like millennials customers are best and effective
customers for the business and its growth. They have ethos collaboration including come with
they brand name or business reputation. They are highly influence the business and its growth
factor. For example: it company have good and effective brand name and best goodwill at
marketplace then they are highly attract their (Altin and et.al., 2018). other hand, if brand
image is not good at marketplace then customers are move other brand hotel. By this, it
influence to the customer’s and their growth of company.
Second example: change in the customers needs and wants and lifestyle. This also
impact to the company and whole industry. By this customers are affected because customers
are want different services. In this hotel manager try to provide best and effective services as
per needs of customers.
Culture of the room and hotel is affect to customers. In that hotel manager have to
make the effective and attractive culture of hotel room. For manager make the happiest and
familiar culture environment of hotel.
Technological factor
Businesses are frequently developing new technology offer the best and effective
solutions for their customers. This will affect to business especially to hospitality industry.
For example: if management of hotel and travels are not provided free Wi-Fi services in their
rooms and buses, then it will affect to customers and its demands because guest and peoples
are prefers this at place of accommodation for entertainment (Atwal and Williams, 2017). By
this hospitality industry is affected by technological factors. In this situation management of

hospitality industry can provide the best and fastest Wi-Fi services to customers. For
advancement they can also provide automatic order system by flat screen.
The second example of technology factor is affect to company like social media uses.
Most of the customers are books their room and services by online and seen reviews on social
media. In that, hotel get positive review then it is beneficial but in negativity they get losses
because customers are not take their services.
But, if technology is downside the it can affect to business and its growth factor at
hotel industry in negative manner. Because in the absence of technology hotel manager are
not able to provide Wi-Fi services and online booking services to them, then customers are
influences which is affect to business and its growth.
By the help of personalised marketing, Artificial Intelligence, virtual reality all these
technologies helps to attract more number of guest attraction. Technology has been given
positive impact on the sector that helps to get more opportunity.
Environmental factor
Environment and weather changes are direct impact on hospitality industry. This will
give negative impact of economic growth on the environment. Most of the time management
of hospitality industry faced challenges from weather changing like flood, storm and heavy
rain. These factor play a vital role. For example: customers are going outside for making their
holiday enjoy full in summers (Claveria and et.al., 2015). At that time unfortunately heavy
rain is happing, in that management want arrange rooms in hotels according to requirements
and manage all the services which are help to customers in heavy rain. This affect to whole
hospitality industry. In this situation management can teach proper and effective measures to
their employees for treating their customers by giving them effective services and also can
give services of hot and heavy resources by these customers are not feel cold. Other hand,
lack of resources at the time of heavy rain and other environmental effects. This can also
affect to company and their needs, in that hotel manager arrange all resource for providing to
customers. Environmental factor might affect the group in many terms, company should need
to focus on carbon footprint and reduced the immersion effects in order to maintained the
sustainable positive environment effects.
Legal factor
Legal factor is essentials for growth of hospitality industry. The factors are includes
safety and health laws and government polices are affect to the foods services of the hotel. It
is give possible impact on the hotels and hospitality industry (Kandampully and et.al., 2015).
It is effective and calculative. For example: if customers are faced any discrimination and

misbehaviour with staff member, this influences the customers mind sets and give effective
impact on the customers. In this situation management can stop discrimination and provide
safe and healthy environment to customers and hire educated and skill able staff members.
This will help to attract customers towards the hotel and hospitality industry. Other hand,
healthy and safety is also impact to the company and its growth, if employees injured at the
time of work. In that need to provide safe working environment to them. Otherwise it can
highly impact to hotel and whole industry. For that management can use the quality of foods
for serves their customers and try to understand their needs and wants. Legal regulations
might affect company reputation in terms of different manner. In order to reduced their
services and growth it should have required to build the effective management task.
P7 SWOT analysis of Hilton hotel and resorts and its decision-making.
Hospitality industry has the various business, in that one of this hotel industry. It is
the best and effective for attract customers towards and make changes for in their lifestyle.
Hilton hotel is the global brand of full services hotels and resorts in hospitality industry. This
provides the best services to their customers by satisfying them. This is the reason by which
customers are attracted towards the hotel and like its effective and efficient services.
This SWOT analysis help to make effective and strong decisions for management of
Hilton. By this management able to know about their weaknesses and threats and also to
strength and opportunities (Atwal, G. and Williams, A., 2017). They can use their strength
and opportunities to overcome the weakness and threats. This will help to take correct and
right decision for management by knowing weakness and make strategies. It is the study
undertaken by an organisation to identify its internal strength and weakness as well as it
external opportunities and threats. This help to analysis and evaluate the competitive position
and to develop strategies for growth and attractive result of work.
Management can improve their decision-making process by analysing their strength,
weakness, opportunities and threats (Kandampully, Zhang and Bilgihan, 2015). For that
SWOT analysis is prefect and best. By this management is able find the problem and make
some changes according to situation by using opportunities.
Strength
Hilton hotel has the high brand recognition and has good and effective reputation at
market. Their staff members are highly skill-able they have ability to handle all the situation
at organisation. It is the biggest strength of Hilton hotel. Here is suggestions for company to
improve their strength at workplace by using opportunity such as AI, New portfolio services,

Virtual reality can be adopts to enhance the technology and strong property portfolio refers to
the further new development process (Köseoglu and et.al., 2019). By this their strength are
improved.
Weakness
That have limited market share and lack of flexibility due to large size business. Their
operations are affect globally by their different policies. For that they can use neutralising
threat fir improve their weakness. Management can also increase their market share for
increase brand recalls (Mak and Chang, 2019). In order to come over from the weaknesses,
Hotel required to hire new talented employees to introduce new ideas and growth for the
betterment of the company opportunity and goals. Here is recommendations for overcome
their weakness to show the strength and use opportunities for develop their image and growth
at marketplace.
Opportunities
It has the high potential in emerging market and also have Innovated customer
services. Digitalization and better use of technology (Ozturk, 2016). Effective formation of
strategic alliance. For that have suggestions make innovations and use effective new
technologies for attract their customers. Opportunities are help to overcome their threats and
make effective strength. To gain opportunity, Hotel should required to obtained new product
development to bring new customer attention and profit.
Threats
Hotel has entry of several international brands along with effective and attractive
services. They have competition with other brand prices and have adverse changes in the
microeconomic climate. For that have some ideas like make their reasonable price to attract
their customers and create new policies for improve their services (Radojevic and et.al.,
2015). In order to reduce the threat company can also provide seasonable offers and
complementary services to their guest. This is the best way to retained the potential
customers with the hotel in long term.
P8 Implications of current and potential trends in hospitality industry.
This means providing services to others as well as demonstrating the consistent
excellences and quality. It is truly unique and fun workplace and diverse in the scope of
responsibility. Trends are help to improve their productivity and customers services by

providing their effective and valuable services. It is most important and valuable for their
good and best market image. Current trend in hospitality industry are as follows:
Globalization
Peoples are want freely travel around the world. The international tourist arrivals from
674 million in 2000. It is effective and necessary according to needs and wants of customers
(Radojevic, Stanisic and Stanic, 2015). now days the online booking in trend but most of the
peoples are books their ticket and holiday package form the mobile app of hospitality
industry. With the help of this customers are able to book their services in local and also at
global market. Because of each and every peoples are use mobile for book their services. This
the best and effective new trend which is run and use by the peoples for bookings. With the
help of online booking peoples are get idea of their hotel, room, meal and also their travel
agency. At that customers are also select their as per their requirement.
Safety and security
The industry concerns with safety and security has increased greatly due to several
attacks worldwide. So, hospitality industry have to take care of the safety and security of
customers at their location and living area. It is help to attract customers towards the business
and help to make effective growth of business (SHARMA and Gursoy, 2018). Hospitality
industry have make changes according to current trends by these customers are move towards
it. For example : In order to protect the company premises to protect the customer safety,
hotel should require to set up security cameras in order to protect the customer from
uncertainties.
Services
As global competition and market consumptions are changes and expanding services
sectors. Quality of services are plays an important role in hospitality industry. Customers
want effective and valuable services and degree of satisfaction (Altin and et.al., 2018). For
that management have to invest on improving quality of services.
Technology
It is the driving force of change that present opportunities for greater efficiencies and
improve guest services. This plays an important role in hospitality industry. It is the reason by
which customers are attracted towards the brand and try to use it. For that hospitality industry
can make changes according new technology and use it in their services. Technology is
effective and best ways to improve their services at the market place and at hotel. This makes
the best different opportunity goals and make the most effective result oriented goals.
Technology development and new working (Atwal and Williams, 2017). for example:

provide 24 hour automatic service which are help to organisation for providing their best
service to company.
And also can use the new equipments for improve their safety of customers and for improve
their food services. Changing customers lifestyle is the best ways to understand that.
According to the trend management use effective life style services.