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Diploma in Travel and Tourism
Unit Number and Title
Unit 12 Hospitality Provision in Travel and Tourism
Travel and Tourism has been a popular investment sector in recent times, as it has been generating a lot of revenue for the stakeholders. In addition to this, Hospitality business is also one of the fast growing business around the globe. Businesses have understood that it is not only about making profits out of a business, but also it is important to have very good relationship with the customer. This increase the brand value of the business and help the business strategy to fetch more clients and sometimes the same set of clients continue to be associated with the business organization. So, hospitality management can be even utilized by the business organization dealing in Travel and Tourism sector. In this report we would analyse and study about all the aspects related to these two business and their relations. We would start with analysing the role of hospitality in the travel and tourism sector. We would take a couple of examples of British Airways and Thomson Airways. We would study the brief operational profile of both these airlines and would study the interrelationship between Hospitality Management and Travel & Tourism sector quoting the examples from British Airways and Thomson Airways. Next section would deal with the integration of hospitality business. We would enumerate the implications caused on hospitality business due to the integration. We would also study the effects on the hospitality business due to integration tactics. The last task is a creative task, which would include planning and designing of a hospitality business. We would do planning and design structure of a pub. We would detail about the ambience, interior and other functional areas of the pub. In addition to that, we would give strategic designing on pricing, promotions and staff hiring for the business.
Hospitality in itself is a very fast growing business around the country. It generates a lot of revenue for the nation. In addition to that, for the foreign tourists, hospitality sector acts as the image maker of a nation. Thus, it is very crucial for the hospitality business to be competitive and serve the customers well. Mainstream hospitality business includes luxury and budget hotels, restaurants, pubs, bars, food services, etc. The success of any hospitality business depends on how well the business takes care of the customers availing their services (Kozak, 1998).
Hospitality does have a fair impact on travel and tourism sector. The travel and tourism sector is very much dependent on the attributes hospitality can provide. It would obviously add on to the facilities provided by a travel and tourism business. However, we can safely say that Travel and Tourism sector is needier of the hospitality business, and on the other hand the hospitality business is rather less dependent on the travel and tourism business. Business organizations operating Airways and Railways are very much dependent on the hospitality. The customers availing the travel and tourism facilities are very critical in reviewing the hospitality services of a travel and tourism operator. The shortcomings of hospitality services could negatively impact the travel and tourism business. In modern times, the customer is always looking for better perks and facilities and keeps comparing similar business organizations. In such scenario, the hospitality services could obviously give the business organization an edge over its rivals. In the coming section, we would study the relational implications of hospitality business over the Travel and Tourism sector by the help of case study on the Chelsea Harbour Hotel and the May Fair Hotel (Morrison, 1996).
May Fair Hotel is one of the best 5-star hotels operated in London.The hotel is known for the high quality services it provides to the customers. Hospitality businesses of such a large scale are very much inter-dependent on Travel and Tourism sector. This can be described by the fact that a lot of overseas customers do a lot of homework in searching the hotels and locations they want to visit in England. Therefore, a lot of hospitality business organizations have direct collaborations with travel and tourism sector. On a broader basis, a lot of marketing for the May Fair Hotel is done in airports and ticket booking websites. This helps to improve the visibility of the hospitality organization in eyes of foreign tourists. Thus, tourism sector, marketing management and hospitality business are interrelated in each other. In addition to the keeping relations with Airlines industry, May Fair Hotel has sufficient collaborations with local travel and tourism Authorities, who carry tourists from hotel to tourist locations and back to hotel. Keeping the customer convenience in mind, May Fair Hotel is located near many famous tourist destinations in London. Bond Street and Piccadilly are quite close to the hotel. Apart from this, Knightsbridge and Buckingham Palace are not very far from the hotel. All these parameters add on to become perks for the business management team in May Fair Hotel.
Image: May Fair Hotel. Source: www.mayfairhotels.com
Similar to the advantages May Fair Hotel enjoys by collaborating with Travel and Tourism business, Chelsea Harbour Hotel is one of the most visited hotels in England. They also have proper relations with a lot of airlines in terms of marketing and promotions. The hotel is known to provide one of the best facilities provided by any 5-star hotel in England. Apart from direct hospitality business, the hotel is known to attract a lot of corporate delegates. The hotel is known to have a lot of world class conference rooms and is a perfect spot for not only high class tourists, but also a lot of corporate and diplomatic delegations visiting the country. Their relation with travel and tourism business is also similar to any other hospitality business. Collaboration with local tourism organizations is a good choice for the business management team of Chelsea Harbour Hotel. Airports are generally used to do promotional events and marketing for the hotel. Apart from that, they offer combined offers uniting with Airlines organizations which helps in retaining high class clients. One very important aspect in the relation between tourism business and hospitality business is that, both have to be very much attentive on their duties, because shortcoming of one business can negatively impact the other business.
Image: Chelsea Harbour Hotel. Source: The Telegraph
Hospitality management in a travel and tourism sector includes providing good infrastructure to the passengers travelling, even in the waiting halls, in addition to the good and comfortable seating inside the airbus. Proper catering facilities and the behaviour of the flight staff is very important. For example, during a long flight, a passenger may face a lot of health issues or loss of appetite. All this needs to be checked properly. The role of air-hostess and flight attendants is extremely critical in branding the image of the Airlines. They need to be extremely vigilant and pro-active in solving the problems of the customer. An employee of hospitality industry, attendants have to be extremely polite and helpful to the customers. Thus, we can safely conclude that for British Airways involve the hospitality management well within their business in Travel and Tourism sector (Bennett, 1997).
Hospitality business is a very fast growing sector across the globe for last 20 years. Business oriented approach in earlier days involved dealing in business to achieve more and more profits. But, for a few bygone years, business organizations have realized that giving importance to the customer is of equal importance, as that is beneficial for the business for long-term. This has not only helped increase the scope of hospitality sector, but also has forced other sectors to imbibe hospitality management in their strategies. This has in turn resulted into many business organizations especially in Travel and Tourism sector making collaborations with the Hospitality business organizations (Baum, 2002).
In this section, we would present rationale of a selected business. We would give a detail design and all the business aspects associated with a pub.
Opening a new hospitality business requires proper homework of the demand and supply related to the business. After that, proper process needs to be followed while designing the hospitality business site, which could attract more and more customers. We would analyse about the attributes of the proposed pub. Below is the design of the same.
Ambience: Ambience is one of the most fancied attribute for any pub. It need to be very proper at the bar area. The Dance floor region needs to be dark and properly enlightened. The dining area can have dark brown lighting with intense ambience.
Culture: The pub will be intended to attract the youth, so the environment needs to be energetic and the staff need to be dressed very aptly.
Branding: We would intend the brand to reach the higher class among youths. Thus the management needs to make sure that all the inventory that is used in decoration or for serving or any other purpose should be world class and the customer should have no chance to complain about anything. Proper marketing can be done to target the customer. The youth customer can be targeted by doing appropriate marketing stunts at the colleges, shopping malls and cinema theatres.
Interior: The interior has to be attractive and should have mix of romance and excitement in it. There should be good enough space for the Dance Floor. The lighting should be well taken care of in that area. Bar area need to be colourful and attractive, as this is one area which could generate maximum profitable funds for the pub. Dining area needs to be calm and cool, where a person could calmly relax and can have an enjoyable time while eating.
Exterior: Exterior look is also an important part for any hospitality business. The outer region needs to be impressive that could give the real impression of the amount of intent put to design the pub from inside.
Target Market: All the above specifications in the design are done while keeping in mind the broader customer base. By the means of the pub, we are planning to attract the youth customers which are full of enthusiasm and want to enjoy each and every moment of life. Proper marketing strategies need to be planned in order to take the pub in the mainstream of competition. Competition these days is turning to be a major attribute while doing all the planning for marketing. Apart from the conventional methods like doing promotions in shopping malls, multiplexes, colleges & schools and using the electronic media, we would also take help from social media. Social media is one way that could connect many youths with minimal effort. Social media websites like Facebook and twitter can be used extensively to market and promote the pub.
In this section, we would detail the planning that we would do in order to open a pub in London. We have already discussed various attributes associated with the design of the hospitality business in the previous section. In this section, we would detail other business complexities and formalities associated with the hospitality business, with the help of an example on pub. We would plan various aspects like the functional areas we would cover, hiring professionals for specific jobs, legislative compliances, promotional activities and pricing.
Image: Venn diagram showing closing pubs in UK. Source: news.bbc.co.uk
Functional areas would primarily include Dance area, the Bar area and the Dining area. Dance area would be dedicated free space with proper facilities provided along with proper guidance of a professional Disc Jockey. Youth generally enjoy the dancing with friends and this is one area that is bound to be used by almost each and every customer, so it needs to be kept very apt. Bar area would include beautifully decorated drinks counters. In Pub business, this is the maximum revenue generator, so the bar-0tenders need to be extremely polite and very professional towards their job. The dining area would be quiet and cool, where the people can relax. It should be charmed with light romantic music to make the customer feel relaxed.
Proper planning need to be done while hiring employees for the pub. It would have an experienced management team, which would handle all the high level jobs behind the stage. The bar section need to have charming bar-tenders which are very polite while doing their job. The Disc Jockey need to be very much updated with the latest trends and should be able to touch the right nerves of the customers involved in dancing. The dining areas should have plenty of assistant managers and waiters who have to be professional and punctual. In addition to this, the food and snacks quality also need to be high, so good class of cooks need to be hired to do the job to perfection (Altinay, 2008).
As a business organization, all the legislative norms need to be followed while doing the hospitality business. The norms related top playing louder music on dance floor need to be properly checked and should be in compliance with the legislative norms. Proper licensing need to be done and proper governmental permissions need to be taken on the condition for serving alcoholic beverages. The food quality also needs to be as per the standards to avoid any legal implication. Proper audits need be done at business organization level to clear the taxations related to the business.
Multiplexes and Malls could be used to do promotional activities for the pub. College sites could also be utilized in order to do promotional events. Youths, these days are very much interested in discount schemes, proper discount scheme can be applied for them to avail certain facilities with proper conditions applied on that, so that the discount offers are not misused. Social media can be utilized to reach the youth customers. Websites like twitter and Facebook which are globally leading websites among the social media could be utilized towards much extent, to promote and campaign for the pub.
Pricing is one very critical aspect of planning. It needs to be moderate at the start, so that youth gets attracted towards us. At the same time, we should be giving all the facilities provided by the rival pubs. Thus, this would slowly help us to build the brand value for the pub, if we continue to provide excellent services to the customers. After the brand value is reached for the pub, the prices can be revised based on the business environment and the competition factors in the market.
Analysing on all aspects related to the hospitality management, we can conclude that hospitality management is a very fast growing sector in itself. Apart from that, it also has a lot to offer to other business sectors. A good example for this is the dependency of Travel and Tourism sector on the services of hospitality sector. By studying the cases of British Airways and Thomson Airways, we can say that the travel and tourism sector has fair amount of dependency on the hospitality aspects to keep its customers happy. Apart from that, integration of hospitality business is one more critical aspect in this sector, which comes up with many positive impacts on the business. Lastly, designing and planning a hospitality business requires a good amount for homework and knowledge. If we can analyse well on all the aspects of designing and planning, we can kick off the business into right direction for generating good amount of profit.
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