Delivery in day(s): 5
This case study delves with the aspect of contemporary hospitality industry that will be exploring the dynamic attributes in respect of hospitality, focusing on current topical factors and future trends and developments, building a range of skills that includes research and the analysis of information, justification of ideas, evaluation and critical thinking in respect of those ideas.
The current scale, scope and diversity of the hospitality industry is mentioned as under,
For discussing about the organisational structures of two different types of hospitality organisations we will take into consideration the examples of a small boutique hotel as well as a large non-resident centre for conferences and banqueting.
A small boutique hotel – Organisational structure: In this respect, let us take into consideration a small boutique hotel in UK named Hamilton’s Boutique Hotel. This small boutique hotel comprises of an organisational structure that is consisting of specific sub-categories. A brief discussion in this respect is required here. This small boutique hotel majorly consists of two General Managers who are required administering specific sub-categories that are functioning under them. One of the General Managers has five categories below them which comprises of departments like front-desk, audit, housekeeping, maintenance and sales whereas the other General Manager is administering five segments which are human resources, food and beverage, accounting, sales as well as marketing. The sub-category in respect of rooms consists of categories like front-office, reservations, housekeeping, engineering, laundry, security, as well as PBX. (Iqbal, 2011) The sub-category for food and beverages consists of categories like production of food, services associated with food as well as room, beverage department, convention as well as catering and stewarding. The human resources’ sub-category consists of categories like staffs, recruitment, and also training. The sub-category for sales and marketing will consists of the sales managers and last but not the least the sub-category for accounting consists of categories like finance operations, assistant controllers, purchasing, storeroom, credit systems and controller of food and beverage. A diagram is illustrated below, showcasing the organisational structure of a small boutique hotel,
A large non-resident centre for conferences and banqueting – Organisational structure
In this respect, let us take into consideration a large non-resident centre for conferences and banqueting named Elme Hall Hotel that is situated in UK which consists of different sub-categories. The Elme Hall Hotel in UK comprises of highly enhanced facilities in respect of quality for doing conferences. There exists a much enhanced condition in respect of non-resident conferences and business meetings that consists of conference suites of different sizes that includes all types of events associated with business. There is also the presentation apparatus available in respect of their centre for conferences as well as banquets. The organisational structure of the Elme Hall Hotel consists of a Room Division Manager who is residing at the top. Below the Room Division Manager, there exist three sub-categories that consist of the Guest Relations Manager, Front Office Manager and Reservation Manager. (Iqbal, 2011) Below the Guest Relation Manager, there exist the guest service coordinators. The assistant manager’s work is administered by the Front Office Manager, and then the assistant manager does the administration of the work of the senior receptionist and finally the receptionist’s work is administered by the senior receptionist. The reservation officer’s work is administered by the reservation manager and last but not the least the telephone operator’s work is administered by the reservation officer. . A diagram is illustrated below, showcasing the organisational structure of a large non-resident centre for conferences and banqueting,
In respect of assessing the various roles of the hospitality related organisations as well as professional bodies let us take the example of two organisations named The British Hospitality Association as well as the Springboard UK.
The British Hospitality Association: The British Hospitality Association aka BHA is considered to be one of the major hospitality related organisations as well as professional bodies. The major role that is played by the BHA is promoting the interests of the operators, brands as well as owners across hotels, restaurants, and food services, services apartments, clubs and places for visitor’s attractions. The future of hospitality and tourism gets structured by the British Hospitality Association and plays a significant role in catalysing the global competitiveness, financial growth and important career scopes to ensure that internationally, the British hospitality and tourism industry is second to none. In this respect, it can be said that the BHA consists of around 40,000 hotels, restaurants, clubs, food services, attractions, service apartments and organisations for leisure activities. Being the major body for hospitality and tourism, BHA’s thought leadership, the market know-how, intelligence and expertise, does the delivery of strong point of view in respect of the government as well as offers strategic support in respect of business. The major function of the BHA is to work with the government to ensure a proper business environment in which hospitality as well as tourism can function in an efficient way. (Daft, 2010) Certain significant campaigns of the British Hospitality Association are associated with inspiring the next generation with the ‘The Big Hospitality Conversation’ for facilitating success, for driving competiveness as well as for having a responsible hospitality also. To provide inspiration to the next generation, British Hospitality Association has aimed for the creation of around 300,000 new jobs in the industry by 2020, and also to facilitate accessibility British Hospitality Association has requested the government for improving the process of visa accessibility for UK and in respect of increasing competitiveness they did the reduction of the VAT rules associated with tourism in Europe.
Springboard UK: The young, unemployed and individuals who are in a less advantageous position are being supported by the Springboard UK for initiating a career in the hospitality industry. This is considered to be a significant opportunity since the rate of unemployment of young individuals is almost thrice the national average. Springboard UK’s role is to promote the hospitality industry to be the most suitable place to work, to have an experience of the different types of jobs. To do this, Springboard Charity does the development of links with the schools, colleges as well as universities and also does the offering of complimentary programmes that are associated with education and scopes for career to assist students and young people less than 25 years of age. Another functional aspect of Springboard UK is to work for addressing human resources and corporate social responsibility needs of their business associates and for raising funds in respect of the work for charity. (Daft, 2010) Moreover, with the help of Springboard Resource Gateway, they offer resources that are considered to be new and communicative in respect of teaching and learning, in which there is the engagement of the students in activities that are related with food, leisure, hospitality, tourism and significant attributes. Moreover, with the help of the career opportunity of Springboard, there is assistance provided towards education in respect of hospitality, leisure and tourism that will assist in the ability to access specialist advices related to career and also assistance programmes.
For analysing the operational, managerial as well as legislative issues that result from recent developments affecting the hospitality industry, let us take into consideration three aspects such as food allergens legislation and regulations, the ban on smoking in indoor public places and changes to the alcohol licensing laws.
In respect of discussing the current image of the hospitality industry, let us take into consideration the aspects of customer focus and culture and media exposure.
In respect of presenting the justified predictions for potential trends and developments in hospitality industry, let us take into consideration the aspects of the hotel sector of the hospitality industry as well as food and beverage management.
The customer service is considered to be the topmost priority when predictions are made in respect of future trends towards the hotel sector of the hospitality industry. In the current scenario, innovative scenarios are occurring in respect of the technological aspects like confirmation of check-ins via mobile. Considering the future, it is very much necessary in realising the fact that the development of technology is of a huge significance. (Frydman, 2013) In addition to this, one more significant future trend is associated with real time marketing and providing materials on a constant process that is considered to be a significant scenario towards the hospitality industry. Marketing that is associated with real time will be taking place on a daily basis and there is need for materials to get incorporated that are associated with generating guests especially with the support of the social media. To make predictions in respect of the future trends in the food and beverage management, there has been analysis in respect of the changing the clean labels to the clear labels. (Frydman, 2013) More significance is provided on the constant attention in respect of home cooking to create effortlessness in respect of the consumers. The current generation which has a strong knowledge of technology and is also connected with the help of the online social media have the requirement towards trying something which is innovative. New fusion foods as well as innovative continental delicacies are becoming very popular among the current generation. They are becoming more and more health conscious as well towards the use of healthy oils and artificial emulsifiers.
This case study is associated with the aspects of the contemporary hospitality industry which is analysing the current scale, scope and diversity of the hospitality industry. Then the organisational structure has been discussed in respect of hospitality organisations, and analysing operational, managerial as well as legislative issues resulting from recent developments affecting the hospitality industry. Then, the current image of the hospitality industry is being discussed. After that the predictions for potential trends and developments in hospitality are presented.
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