The Contemporary Hospitality Industry

Activity 1- Individual Report: Hospitality Industry (750-1000 Words).Individuals can submit this with Activities 2 & 3 below in one document.

• Analytical skills to conduct own analysis to draw conclusions.
• The ability to provide information based on collation, analysis and interpretation of data.
• Creative thinking for presenting information and data in a simplified and informative manner.
• Digital skills, using different software applications to visually present information and data concisely.
• Communicating effectively in all forms, written, visual and oral, for operating efficiently in the international business environment.

Organisation

For this assignment you must work indiependently and select a four or five-star hotel.  Make sure you get your selection approved by your Tutor before you proceed with the assignment.

Role

You have been hired by the senior managers of a four or five-star hotel of your choice to support the hotel’s senior managers with some of their key decision making. 

The first activity the senior managers have asked you to provide is are port on the current structure, scope and size of the hospitality industry.  The purpose of this report is to help the senior managers develop their strategic plan for future growth within the hospitality industry.

Your report should include the following:

• Define the hospitality industry and explore the different hospitality sectors and their classifications such as accommodation; restaurants; pubs, bars and nightclubs; hospitality and foodservice providers; membership clubs and events, as well as highlighting their different types of products and services. 

   

• Briefly describe the hotel you have selected including its organisational structure.   Review the interrelationships between your selected hotel’s different functional and operational departments. 

   

• Discuss how the hospitality industry contributes to the economy at the local, national and international levels including direct and indirect impacts on the economy. 

• Analyse how the development of franchising and licencing agreements have influenced the global development of the hospitality industry. Provide analysis of how global growth, franchising and licensing developments have contributed to the economic growth of the hospitality industry. 

Provide examples from the hospitality industry to enhance the credibility and depth of the report. 

• Analytical skills to conduct own analysis to draw conclusions.
• The ability to provide information based on collation, analysis and interpretation of data.
• Creative thinking for presenting information and data in a simplified and informative manner.
• Digital skills, using different software applications to visually present information and data concisely.
• Communicating effectively in all forms, written, visual and oral, for operating efficiently in the international business environment.

Role

The senior managers recognise that in order to grow their hotel business, they will need to attract talented people with the right skills and they will be competing with other organisations within the hospitality industry for the best people.  In order to develop a good strategy for recruiting and retaining staff with the right skills, the hotel management have asked you to provide a fact sheet identifying the different career routes for people within the hospitality industry.  The fact sheet should include progression opportunities and the skills that people need to have for each career route.  You should identify what skills people will be less likely to have for each career route, why those skill  matter for hospitality businesses, and what the senior management could do to ensure the people they recruit have those skills.

Your fact sheet should include the following:

• Investigate different career routes, progression opportunities and operational roles in the hospitality sector and particularly those that are relevant to your selected organization.  Consider the full range of roles including operational, supervisory, front-line managers and back-office managers. Highlight the progression opportunities and level of skills required for each role such as skilled, semi-skilled and unskilled. Examine the technical and practical skills required for specific job roles within the hospitality industry related to your selected hotel such as customer handing skills, team working, technological skills and cultural awareness. 

• Review the skills gap in the hospitality sector by identifying the skills that are needed along different career routes but are in short supply.  Analyse how this lack of skills availability may affect your selected organisation and how the organisation can ensure that as it grows, the people it recruits have the skills required.

LO3 Review the current threats and challenges affecting the hospitality industry.

LO4 Assess the current and potential trends affecting the hospitality industry.

• Analytical skills to conduct own analysis to draw conclusions.
• The ability to provide information based on collation, analysis and interpretation of data.
• Creative thinking for presenting information and data in a simplified and informative manner.
• Digital skills, using different software applications to visually present information and data concisely.
• Communicating effectively in all forms, written, visual and oral, for operating efficiently in the international business environment.

Role

The senior management is pleased with your work so far and has asked to carry out one more piece of work to support the hotel’s plans for growth.  You are asked to produce a situation analysis that will enable the senior management of the hotel you have selected to make informed plans for growth.

You need to provide a situation analysis of the hospitality sector so that the decision-makers of your selected hotel are able understand the external factors including current and potential trends of the hospitality industry that may affect their plans for growth. 

Your Situation Analysis should include the following:

• Conduct a PESTLE analysis to assess the key political, economic, social, technological, legislative and environmental factors that affect the development of your selected hotel.

• Undertake a SWOT analysis (Strengths, Weaknesses, Opportunities and Threats) for the selected hotel and review how this can inform the decision-making process.

• Critically evaluate how external factors affect current and potential trends and developments in the hospitality industry.  Use specific examples to demonstrate how the industry has developed products and services in response to external factors such as the effects of demand and supply, changes in customer lifestyle, suitability and ethics, as well as the digital revolution.

LO1 Examine the current structure, scope and size of

the hospitality industry.

LO1

D1 Analyse how global growth, franchising and licensing developments have contributed to the economic worth of the hospitality industry.

P1 Explore the different types of business within the hospitality industry and the diverse products and services they offer. 

P2 Examine a range of operational and functional departments within a chosen hospitality business. 

P3 Discuss the contribution of the hospitality industry to local, national and international economies. 

M1 Review the interrelationships of the operational and functional units within a chosen hospitality business.

M2 Assess how the use of franchising and licensing agreements has influenced the global development of the

hospitality industry.

LO2

D2Analyse the impact that skills gaps in different career routes have on hospitality businesses and suggest valid solutions for addressing these skills gaps.

P4 Investigate a range of different career routes, progression opportunities and operational roles within the hospitality industry.

P5Examine the skills required for key operational roles and the skills shortages within the hospitality industry affecting progression opportunities.

LO3 and LO4

D3 Critically evaluate how external factors have an impact on current and potential trends and developments in the hospitality industry, using specific examples to demonstrate how the industry has developed in response.

P6 Assess the political, economic, social, technological, legal and environmental factors that affect the development of organisations operating within the hospitality industry.

P7 Undertake a SWOT analysis for a hospitality business and review how this can inform the decision-making process.

M5  Evaluate the ability of

a specific hospitality business to develop products and services to meet current trends.

Textbooks

BARROWS, W., POWERS, T. and REYNOLDS, D. (2012). Introduction to Management in the Hospitality Industry. 8th ed. Chichester: Wiley and Sons

BRYMER, R., MALL, L. and BRYMER, R. (2017) Hospitality: An Introduction. 16th ed. Dubuque: Kendall Hunt Publishing.

DAVIS, B. and LOCKWOOD, A. (2012) Food and Beverage Management. 5th ed. Oxford: Rout ledge.

JOHNSTON, R., CLARK, G. and SHULVER, M. (2012) Service Operations Management.

Harlow: Pearson Publishing.

MEDLIK, R. and INGRAM, S. (2016) The Business of Hotels. 4th ed. Oxford: Rout ledge.

Websites

www.bha.org.uk British Hospitality Association News, Articles, Industry (General Reference)

www.hospitalitynet.org Hospitality Net

International News, Hot Topics, Market intelligence

(General Reference)

www.hotelnewsresource.com Hotel News Resource Industry news (General Reference)

www.ih-ra.com International Hotel and Restaurant Association

News 

(General Reference)

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