Hospitality Industry Analysis: Travelodge Hotel Case Study Report

This report provides a comprehensive analysis of the contemporary hospitality industry. It begins with an introduction to the industry's scope and diversity, including the roles of management and professional bodies like the Institute of Hospitality. The report then delves into the management structures within hospitality organizations, followed by an examination of emerging trends in staff demand and supply, particularly focusing on the Travelodge Hotel. Key aspects include skills and qualifications for personnel and methods for assessing supply and demand. The analysis continues with recent developments impacting the industry, the creation and management of the industry's image, and a specific case study of Travelodge's image. Finally, the report concludes by predicting future trends and developments, with a detailed impact analysis for Travelodge, incorporating innovation and creative thinking. The report covers various aspects of the hospitality sector, including food, beverage, accommodation, and management services.

Contemporary hospitality industry

Table of Contents
INTRODUCTION......................................................................................................................3
TASK1 ......................................................................................................................................4
P1 (1.1)current scale, scope and diversity of the hospitality industry...................................4
(1.2)the management structure of different hospitality organisation ...................................5
(1.3)Role of professional bodies and hospitality related organisations such the institute
hospitality..............................................................................................................................6
TASK2.......................................................................................................................................7
(2.1) The emerging trends in the demands and supply for the hospitality staffs and industry
attempts requirement of the Travelodge Hotel......................................................................7
M2 A range of methods and techniques have been applied in assessing thesupply and
demand for hospitality staff...................................................................................................7
(B)the skills and qualifications requirement for the personnel..............................................7
D1 Realistic improvement have been proposed against the traits for success in terms of
hospitality skills and qualifications.......................................................................................8
TASK3.......................................................................................................................................9
(P3)recent developments affecting the hospitality industry..................................................9
(D1)Appropriate structure and approach has been used to study and analysis the recent
development affecting the hospitality industry...................................................................10
(3.2)overall image of the hospitality industry is created and managed and current situation
of Travelodge in terms of image..........................................................................................10
TASK4.....................................................................................................................................11
4.1 Potential trends and development in the hospitality industry with justified predictions.
.............................................................................................................................................11
D3 Activities have been planned, managed and organisations to present and justify the
trends and development in the hospitality sector.................................................................11
4.2 impact analysis for predict trends using Travelodge hotel............................................11
D3 Innovation and creative thought have been applied in carrying out the impact analysis
for the predict trends............................................................................................................12
CONCLUSION........................................................................................................................12
REFERENCES.........................................................................................................................12
Books and journals..............................................................................................................12

INTRODUCTION
Contemporary hospitality industry have been changed due to the globalisation.
Hospitality industry includes various restaurants, bars, night clubs etc.(Radojevic and Stanic,
2015). Hospitality means provide the food, beverages and other facilities to the guest. It is the
relation between the guest and host. Hospitality provides food and drinks as well as this
industry also providing management facilities like services that are related with security and
housekeeping.

Host has responsibility to receive the guest with goodwill. TraveloDge hotel is a
private company operating in the hotels throughout the UK. It is one of the most famous
chain of hotels in united kingdom. It is the second largest budget hotel in the UK. It is
established in the 1980's in Britain(Bharwani and Jauhari,2013). This hotel provides different
services to the customers. Management of this hotel mainly focuses on the customer's
satisfaction because all the productivity and benefits depends on the customers. To attract the
customers towards the cited hotel, manger brings new techniques in the business strategies.
Cited organisation provides the different facilities to the business men. To attract the more
customers cited hotel provides seminars and conference rooms to the business person. Apart
from this they are providing free Wi-Fi and internet services. Moreover, mentioned hotel
providing game zone for the children, this system attract the customers more. To improve the
image in the hospitality industry Travelodge hotel providing the quality foods. They also
providing different themes to the customers. Management structure of different hospitality
corporation will bring the various changes. This report will focus on the roles of professional
bodies and hospitality related corporation. Apart from this report will also explain the roles
and responsibilities for hospitality staff. Furthermore, report also describes the current image
of the hospitality industry.
TASK1
P1 (1.1)current scale, scope and diversity of the hospitality industry
Management plays a huge role in the hospitality. The hospitality industry is wide
it includes hotels, bars, clubs, restaurants, hospital service, bars etc. all the productivity and
brand image is depends on the management of organisation. To bring high promotions most
of the membership club will organize event for the public(Boella and Goss-Turner , 2013).
Hospitality defined as generous and friendly treatment of the visitors and guest providing
foods, drinks etc.
Scope and scale- it can be the public and private ownership. As cited hotel is private
ownership and providing good services from long time in united kingdom.
Scale- it includes restaurants, bars and pubs etc. the hospitality provides services like
food, beverages and accommodation.
Diversity- in the hospitality various and different services and products which have
high diversity. To improve the brand image in market cited organisation has to bring

diversity. Food and drinks are depends upon the various countries and customers. Due to
different culture and interest customers needs different types of taste. Diversity relates to
individual and groups with different socio economic background. There are many different
ways that cited organisation have adopted to manage diversity. The various accommodation
such as rooms are available at the price differentiations. The various meeting and dinner will
be manage under this industry. This industry provides different facilities to the business men
where they can organize meetings. Cited hotel provides free Wi-Fi and internet services to
the business men. Apart from this organisation of this industry also provides the conference
and seminar rooms to the business men.
(1.2)the management structure of different hospitality organisation
Some services and other facilities have to manage by the organisation. British
hospitality association have different management structure, they have large management
team and have fourth largest employer organisation in the UK(Gin Choi, Kwon and Kim,
2013. ). Management structure helps hotel to focus on specific tasks, which allows the
workers to increase productivity. The proper structure of organisation helps the cited hotel
towards accomplish the goals. Here are three main types of organisation structure which are
as follows
 Functional structure- in this structure each department can shift on the talent and
knowledge of its workers and support itself. For this structure high communication
must needs in cited organisation.
 Divisional structure- this type of structure used in large company to cover the
different types of services and products this structure separate smaller business within
the umbrella groups. Through the different groups, company will examine the
performance of all the departments.
 Matrix- this is the third type of structure which is combination of functional and
divisional structure.
Cited organisation consists of two general managers who are required administering
specific sub-categories that are functioning under them. One general manager focused in
sales, resource, accounting and marketing. On the other hand another manager focused on the
housekeeping, security, laundry, front office etc. human resource's sub- category is consists
of categories such as recruitment of staff, trainings, motivation etc. on the other hand
marketing categories include sales manger and other sales person. Accounting sectrion

consist of finance operation, storeroom, credit system, purchasing, controllers of food and
beverages.
 Institute of hospitality- this institutes are working to build the high professional team
for hospitality. To improve the business they select the best manager in various
organisation.
 Organisation structure- operational areas most important factor in the corporation for
the effective services such as food preparation styles. In the hospitality industry to
satisfy the customers, they have to provide high quality foods and services. To attract
the customers towards the hotel high accommodation services are required.
(1.3)Role of professional bodies and hospitality related organisations such the institute
hospitality.
There are different organisation that are serving high quality of services with the help
of high qualification group in the hospitality organisation. The key aim of the Institute of
Hospitality is to maintain and develop the high quality professional team for the different
hospitality venture so that they can bring the effective performance and working or the
business. In other words, it can be said that it is the educational institute which serve the
certificates to the different students who are serving for the different hospitality organisation
in all over the globe. Other than that the key aim of the organisation is to serve the
employment to the people in the hospitality industry who are not having jobs in their hands.
UK government have been giving approval to these organisations in order to given the
training and knowledge to those people who what to enhance their career in the hospitality
industry. Other than that these training helps the students to give the innovative training so
that they can able to fulfil the needs and wants of the different hospitality organisation. With
that these venture also serve the use full resources to the students so that it can play a
supportive role in the education of the student to develop their skills and knowledge in the
hospitality industry.
TASK2
(2.1) The emerging trends in the demands and supply for the hospitality staffs and industry
attempts requirement of the Travelodge Hotel.
The various trends have been rising in the demand and supply for the hospitality staff.

To balance the demands and supply of the employees in the hospitality industry the work
force development authority has been developed. This authority provides the set up to
balance the demands and supply of employees. This authority are doing well because WDA
set up with various institution and bring the manpower in the corporation. Traverlodge hotel
hires employees from various institution for the operational and departmental service of
administration(Jones, Hillier, Comfort, 2016). These institutions provide the high skilled and
qualified employees to the organisations. Every organisation has different type of employees
some workers have skill and some employees have not. Through the various institutions
cited organisation is able to select best employees for their operations. Apart from this there
are various casual agency available In the market. This casual agency also help corporation in
recruitment of staff. This agency brings the balance between the demands and supply of the
staff in the corporation.
To bring the culture and values there are various foreign workers who helps in the
hospitality industry. To getting the job in hospitality industry, institutions offering diploma
courses. The industry requirement for the travelodge will be effective to brings most
important characteristic in the corporation for the qualification workers.
M2 A range of methods and techniques have been applied in assessing thesupply and demand
for hospitality staff.
Different conditions and teams are used in hospitality industry. Unlike the other sector
hospitality industry is fast-paced sector. The employees of hospitality sector have to be alert,
flexible, panchual and cheerful all the time. Working in outlets such as the employees of cited
hotel has to work for more than 8-9 hours per day.
(B)the skills and qualifications requirement for the personnel
In the hospitality industry employees plays a huge role in the success. This industry
reqired more passion and dedication towards the services(Wang and Tsai, 2014). Hospitality
industry has different roles and responsibilities which are as following-
1. Hotel operations
2. Management
3. Food service
4. Maintenance and cleaning

All above are main roles and responsibility of hospitality industry. Main role of this
industry is to welcome the guest positively and provide them food and drinks with high
quality. Moreover, the main role is to focus on the management. Management includes the
safety, security and all other functions of hospitality. Trainings should be provided by the
organisation to the employees. Through the trainings and development manager of cited
organisation can increase the performance of employee and workers can share their skills and
ideas with each other. Through the trainings and development cited organisation can motivate
the employees.
To achieve all these responsibilities in systematic manner employees should have the
following skills-
 Communication skill- employees should have good communication skill. Through the
good communication skill employee can welcome guest and clients positively.
Through the good communication employee can understand the client easily and can
satisfy their clients in effective manner.
 Creative and innovator- employee of hospitality should have creative and innovative
skills. Through these skills employee can enhance their performance. Through the
creative and innovative ideas employee can provide the best services and their
creative ideas help the organisation to improve the productivity and benefits.
 Passion and dedication- employee should have passion and dedication for their work.
Employee should listen the problem of clients very calmly and try to solve their
problems. They should keep the passion in their attitude.
 Qualification- hotel management degree require for the position of manager in
hospitality industry. In the Travelodge Hotel the diploma and certificate require for
the lower levels of jobs.
D1 Realistic improvement have been proposed against the traits for success in terms of
hospitality skills and qualifications.
The employee of hospitality industry have to deal with various situations. To face the
complex situations in work place workers require effective skills and traits. These effective
skills bring the success in the industry of the corporation which are important factor of
personal development. Personal and effective skills helps employees to satisfy their
customers as customer's satisfaction is the most important success key of any organisation.

The reviews of customers will depend to the commitment made by the firms. To bring the
success on regular basis in cited hotel, team work is required. Through the team work
employee can provide their extra efforts to satisfy the clients in desire manner.
TASK3
(P3)recent developments affecting the hospitality industry
Hospitality industry has to face various issues both rising and existing. Recent
development affecting the hospitality industry in the following ways-
Retention of key skill sets- as chosen hotel is famous for its service system and food variety
in the UK. To attract the customers towards the hotel however the cited hotel has hired
various expert chefs for prepare the speciality dishes. These chefs switch from one group to
another or establish their own business. Therefore, due to lack of experience chefs customer's
dissatisfaction level increase day by day(N. Torres and Kline, 2013.). This is why keeping of
key skill set today has become one of the most important emerging issues in the hospitality
industry.
 Small scale business- an organisation such as Travelodge hotel has to compete with
various small level hotel and restaurants. These days in the UK there are various small
scale hotels and guest houses. These small entrepreneur give the tough competition to
the cited organisation because they provide the services at very low cost. Due to
cheaper food option, people are easily attracted towards these outlets. So these outlets
decreasing the benefits of cited organisation.
 Emergency of technology- technology has played crucial role in the hospitality
sector.
Internet networking and social media plays huge role in the success of business. Customers
are easily attracted through these technologies. So to promote the business and services in
effective manner hospitality industry have to bring new technologies in their services.
(D1)Appropriate structure and approach has been used to study and analysis the recent
development affecting the hospitality industry.
Different approaches and strategies bring effective outcomes in any organisation.
Various approaches are used to improve predictions in the hospitality(Law, Leung and Lee,

2013). Approach such as multiple input and multiple output allow the generation of
predictions for all visitor markets simultaneously.
(3.2)overall image of the hospitality industry is created and managed and current situation of
Travelodge in terms of image.
To improve the growth of business, brand image is very important. Brand image is
created on the basis of customer's satisfaction. The customer satisfaction will be depends on
the corporation which will make the better culture and premium services in the hotel. Cited
organisation provides online taxi and accommodation system to attract the customers. This
new traits helping the cited organisation in increasing the business growth. Hospitality image
is depend upon the following factors-
 Customer focus and culture- when an organisation is not able to meet the customer's
standard of expectations and desires then brand image will not improve. It is very
important for each employee to understand the importance of customer's satisfaction.
Employee can satisfy their customers through the good communication skill(Solnet,
Kralj and Baum,2015.). They can build a better relation with communication.
Travelodge Hotel is focusing on the customer's satisfaction level they has hired best
and highly skilled employees. Through the highly skilled employees cited
organisation is able to maintain its image in UK.
 Media exposure- medial has capability for building, supporting as well as trashing a
hotel's image. Cited organisation is able to maintain the good relation with media.
Through this relation chosen hotel is able to maintain its image in the market and able
to attract the customers towards the organisation(Šerić, Gil-Saura and Ruiz-Molina,
2014.). Cited hotel using the social media such as Facebook and twitter to promote
their business. Through the social media hotel is able to collect the feedback of
customer's.
TASK4
4.1 Potential trends and development in the hospitality industry with justified predictions.
In hospitality sector there are different trends which are as follows-

 Entrepreneurial opportunities- to increase the level of performance this opportunities
are used. As innovation is very important in the business, through the innovation
business men can increase the customer's loyalty level.
 Planning- proper planning is very important in the hospitality through the effective
planning productivity can increase on regular basis.
Above trends will help to change in hospitality sector and development of hotel
sector. In this way to improve the business growth new technologies are used in hotel. All
these factors helps hospitality industry to improve the business growth. Proper planning help
organisation to achieve the task on right time(Köseoglu, Topaloglu,Parnell and et.al., 2013.).
Through the effective planning, cited hotel is able to provide the best services to the
customers. All these process will help organisation to attract the customers. As number of
customers increases productivity will also increase. Apart from this cited organisation has
selected highly qualified and skilled employees who are able to communicate with all types
of customers and this will help to increase customer level graph.
D3 Activities have been planned, managed and organisations to present and justify the trends
and development in the hospitality sector.
Management is most important part of hospitality industry. They manage, direct and
guide all members and functions. When management is proper in the organisation then all
other function will also run smoothly(Jayawardena, Pollard, Chort and et.al., 2013).
Effective planning and proper management is help to justify trends and development in
hospitality sector.
4.2 impact analysis for predict trends using Travelodge hotel.
New technology rise various changes in the hospitality sector. Technologies offers
so many facilities to the customers. Through the new technology cited hotel is able to
understand the customer's desire and interest. Customers can give their feedback on the
websites(Becerra, Santaló and Silva, 2013). Through this process, organisation can improve
their performance. They can change their management and techniques according to
customer's needs and interest. It is important for cited hotel to save the cost and time. So to
reduce the competitors' problem cited hotel has to follow the internet networking.

D3 Innovation and creative thought have been applied in carrying out the impact analysis for
the predict trends.
The various innovation and creation can be applied in the organisation to reduce the
negative traits. It is important to bring new technologies in cited organisation. Through the
different and creative ideas, cited organisation can attract the new customers. Moreover,
innovation will increase the productivity of business. Apart from this new ideas will improve
the business growth in systematic manner(Yen and Teng, 2013). It is important for hotel to
takeover the various changes in organisation.
CONCLUSION
From the above report it has been concluded that there are different management
structure in the hospitality sector. There are so many institutes which provide skilled and
qualified employees to the hospitality sector. Apart from this, report also described the
various skills and roles of hospitality. Employee of hospitality sector should have different
skills such as good communication, positive attitude, high dedication etc. all these skills are
very necessary for the employees to accomplish the target in the hospitality sector.
Furthermore, report also explains the importance of effective planning in the hotel.
Management is crucial part of hospitality field. Management of cited hotel is proper therefore
all other functions and operation running systematic in the chosen hotel. At the end report
explained the roles of creative ideas and other traits in hospitality industry.
REFERENCES
Books and journals
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influence customer satisfaction in the contemporary hospitality industry. Tourism
Management.51.pp.13-21.
Bharwani, S. and Jauhari, V., 2013. An exploratory study of competencies required to co-
create memorable customer experiences in the hospitality industry. International
Journal of Contemporary Hospitality Management.25(6). pp.823-843.
Boella, M. and Goss-Turner, S., 2013. Human resource management in the hospitality
industry: A guide to best practice. Routledge.

Gin Choi, Y., Kwon, J. and Kim, W., 2013. Effects of attitudes vs experience of workplace fun
on employee behaviors: Focused on Generation Y in the hospitality
industry. International Journal of Contemporary Hospitality Management.25(3).
pp.410-427.
Jones, P., Jones, P., Hillier, D., Hillier, D., Comfort, D. and Comfort, D., 2016. Sustainability
in the hospitality industry: some personal reflections on corporate challenges and
research agendas. International Journal of Contemporary Hospitality
Management.28(1). pp.36-67.
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employee creativity in the hospitality industry: The influences of creative role
identity, creative self-efficacy, and job complexity. Tourism Management. 40.
pp.79-89.
N. Torres, E. and Kline, S., 2013. From customer satisfaction to customer delight: Creating a
new standard of service for the hotel industry. International Journal of
Contemporary Hospitality Management.25(5).pp.642-659.
Law, R., Leung, D., Au, N. and Lee, H.A., 2013. Progress and development of information
technology in the hospitality industry: Evidence from Cornell Hospitality
Quarterly. Cornell Hospitality Quarterly. 54(1). pp.10-24.
Solnet, D., Kralj, A. and Baum, T., 2015. 360 degrees of pressure: The changing role of the HR
professional in the hospitality industry. Journal of Hospitality & Tourism
Research.39(2).pp.271-292.
Šerić, M., Gil-Saura, I. and Ruiz-Molina, M.E., 2014. How can integrated marketing
communications and advanced technology influence the creation of customer-based
brand equity? Evidence from the hospitality industry. International Journal of
Hospitality Management. 39.pp.144-156.
Köseoglu, M.A., Topaloglu, C., Parnell, J.A. and Lester, D.L., 2013. Linkages among business
strategy, uncertainty and performance in the hospitality industry: Evidence from an
emerging economy. International Journal of Hospitality Management. 34.pp.81-91.
Jayawardena, C., Pollard, A., Chort, V., Choi, C. and Kibicho, W., 2013. Trends and
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Becerra, M., Santaló, J. and Silva, R., 2013. Being better vs. being different: Differentiation,
competition, and pricing strategies in the Spanish hotel industry. Tourism
Management.34.pp.71-79.
Yen, C.H. and Teng, H.Y., 2013. The effect of centralization on organizational citizenship
behavior and deviant workplace behavior in the hospitality industry. Tourism
Management.36. pp.401-410.