Contemporary hospitality

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The Contemporary Hospitality IndustryBTEC Higher National Diploma (HND) in Hospitality ManagementSubmitted to: Mahbubur RahmanSubmitted by: Dora Barth, Student ID: 2230069Submission date: 8th August, 2014The Contemporary Hospitality IndustryBTEC Higher National Diploma (HND) in Hospitality ManagementSubmitted to: Mahbubur RahmanSubmitted by: Dora Barth, Student ID: 2230069Submission date: 8th August, 2014Nelson College LondonNelson College London
The Contemporary Hospitality Industry

BTEC Higher National Diploma (HND) in Hospitality Management
Submitted to: Mahbubur Rahman
Submitted by: Dora Barth, Student ID: 2230069
Submission date: 8th August, 2014
The Contemporary Hospitality Industry

BTEC Higher National Diploma (HND) in Hospitality Management
Submitted to: Mahbubur Rahman
Submitted by: Dora Barth, Student ID: 2230069
Submission date: 8th August, 2014
Nelson College London
Nelson College London





Table of content:

Introduction
Analyse the current scale, scope and diversity of the hospitality industry

Discuss the organisational structure of different hospitality organisations

Assess the role of hospitality related organisations and professional bodies

2.1 Assess the staffing requirements of different hospitality industries
2.2 Discuss the roles, responsibilities and qualification requirements for hospitality staff
Conclusion









Introduction
Usually when people talk about the hospitality and tourism industry they think that it is all about restaurants and hotels, but the hospitality business' scope is much boarder. Hospitality means not only food service and accommodation products and services, but also means entertaining of the customers and providing reception and long-lasting experiences for them.
The World Travel and Tourism Council stated the hospitality and tourism as:
"One of the largest and most dynamic industries of today's global economy, travel and tourism is set to account for 10.3 per cent of global GDP and more 234 million jobs."(2006 a: 2)
1.1 Analyse the current scale, scope and diversity of the hospitality industry
Hospitality and tourism is one of the most significant phenomenon and the largest industry in the world with its yearly 5% growth and one billion travellers making a great effect on the culture and environment of the destination countries. The industry is developing continuously especially in Africa, The Pacific, Asia and Eastern Europe where the biggest growths happen. There are also events affecting negatively the future scale and development of the tourism, such as;
Economic issues (i.e.: increasing fuel prices)
Political issues (i.e.: visa and passport requirements, security concerns)
Disease outbreaks (i.e.: foot and mouth disease)
Terrorist attacks (i.e.: September 11)
Demographical changes (i.e.: new family models, aging population)
Increasing urbanization
Energy and oil costs are increasing
Growing population in developing countries
Water availability, climate changes, storms, hurricanes and rising sea levels.
The scope of the hospitality and tourism industry means the range of different businesses within the industry providing services, products and facilities for the consumers. Hospitality and tourism industry includes not only restaurants and hotels, but it includes organisations providing other kind of products and services such as casinos, attractions, private clubs, resorts, lodging, camps, theme parks and gaming.
The biggest categories within the industry are;
Traveller accommodations, hotels, camp sites and hospices.
Bars, restaurants, cafes, canteens, snack bars and other drinking places.
Tour operators, intermediaries, reservation services, travel agents and tour guides.
Entertainment (sporting, museums), shows, cultural attractions and libraries.
Passenger transportation (air, water and land transport), car hire and taxi firms.
Night clubs, camp grounds, public houses, sport facilities.
Education, betting and gambling operations, estate agencies, currency exchange and casinos.
There are main factors affecting the changes of the products within the industry, such as the changing preferences of the customer market and also the different customer demands in each sector or region. The services and products within the tourism are very diverse and they can contain tangible and even non-tangible elements. The other significant characteristic of these products and services is that they are multi-facetted and extremely complex providing benefits and utilities for customers. The nature of the destination countries' social exchange and the functional nature of the provided services are also important factors affecting the changes within the industry. Gilbert defines the products within the industry as:
"An amalgam of different goods and services offered as an activity experience to the tourist." (Gilbert 1990:20)
The different stages of tourism products and services are:
Anticipating
Planning
Booking
Traveling
Evaluating
Nowadays the most important objective of the providers within the hospitality industry is;
To create memories, which are long-lasting to increase the loyalty of the customers,
To develop authentic products and experience-based services
To provide different values for different market segments (i.e.: younger and older generation)
To deliver unsullied, rooted and real experiences adding value at every stage using experience-orientated strategies and
To maximise the guest satisfaction using new technology.
M1, M2: Operator's history, market development, vision, mission and recent organisational developments of the Starwood Hotels and Resort Worldwide Inc.
Starwood Hotels and Resorts Worldwide Inc. has been formed in 1991 in Chicago. They bought their first hotels in 1993 owning interests in over 30 different properties. In 1997 they became one of the global enterprises purchasing the Westin Hotels and Resorts and the Sheraton Corporation. In the following year they owned over 650 hotels and the first W hotel has been opened in New York. In 2001 Starwood Hotels
Hotels and Resorts Worldwide INC. has been named the Leading Hotel Chain of the World and in 2005 the Starwood Preferred Guest became the Program of the Year. In 2009 they came up with a brand new environment strategy with the main objectives of conserving water, reducing energy consumption, minimizing waste and developing sustainable operations. In 2013 Starwood Hotels and resorts Worldwide INC. includes nine different internationally recognised brands (Four Points by Sheraton, The Luxury Collection, St. Regis, Westin, Le Meridien, W, Sheraton, Element and Aloft), they are the third largest hotel brand in the world and they own hotels in over thirty countries worldwide.
Their mission statement contains to go the extra mile to improve customer's loyalty, to improve the teamwork globally and locally, to exceed the customer's expectations consistently, to create responsive experiences to the travellers and to respect privacy applying privacy and data protection regulations and laws.
The key activities of their vision are;
To meet the different expectations of the shareholders, customers and owners
To provide the highest standards of fairness and integrity within the workplace combining with excellence
To celebrate cultures, diversity and innovative ideas of their people and
To honour the value and dignity of team and individual employees.
Starwood Hotels and Resort Worldwide is also leader in the professional management and organisational development of five star hotels. Their strategy is to organise different teams within the organisation with certain goals and objectives;
The team of Innovative Operations tend to create cost-saving strategies, to share the best possible practices and to strengthen the leadership of each hotel.
The team of Strategic Sourcing is aim to execute contracts nationally, to find and to use the best possible suppliers, to considerate service and product quality and to comply with the health and safety, legal and environmental regulations.
The team of Management Training develop trainings for the management level to improve the service culture.
Learning and Development team develop new training programs to improve the employee's skills and knowledge.


1.2 Discuss the organisational structure in different hospitality organisations
The main function of organisational structure is to provide the direction toward the goals and objectives and to co-ordinate the activities of the members. It defines the work roles and relationships, responsibilities and the channels of communication. The organisational structure plays an important role within any size of organisation but with increasing its size the importance of its structure is also getting bigger because it can improve the performance, help monitoring the activities and the co-ordination of different departments within the organisation. There are three main types of organisation structure, tall, flat and matrix structure.
Tall organisation structure: If an organisation structure is tall that means that it is based on autocratic leadership where most of the activities are done by the management. It can provide a consistent strategy across the organisation, it prevents sub-ordinates to become too independent and it can make the decision-making process faster and more efficient, but it is not flexible and there can be difficulties with staff motivation.


Flat organisation structure works with a democratic leadership styles which based on group decision making. In this case the decisions are made closer to the operation level of work and this can improve the flexibility and the motivation process. In most of the hotels flat organisation structure is found with many departments and managers. To provide the best customer service it is important to communicate effectively with subordinates and give them authority to make their own decisions.

Matrix structure is a combination of autocratic and democratic leadership and it is usually adopted in universities and colleges or in organisations where there is a need to process a large amount of information i.e.: local authority social services.

1.3 Assess the role of hospitality related organisations and professional bodies
The number of the hospitality related organisations and bodies are increasing year by year, but the main objectives of these organisations are usually the same;
Implementation, monitoring and design of strategies and public policies, within the hospitality and tourism industry.
To coordinate vertically and horizontally the different levels of the industry.
To organize the different funding, policy and benefit services.
The different type of institutions within the industry can be categorised as social and environmental organisations, government and non-government institutes and state-sponsored economic agencies (i.e.: DMO- Destination Marketing Organisations). Because of the changing nature of the industry, the other significant role of these bodies is to reorganise the trans-territorial, sub-national and supranational lines on the different levels of the business.
Sub-national level: regional, city and local governments working on political issues, responsibilities and rights adopting the sustainable hospitality development policies and strategies.
Supranational level: UNWTO (United Nations World Tourism Organization), WTTC (World Travel and Tourism Council), IATA (International Aviation Transport Association) and the European Union, which is tend to steer the different policies coming from different governments in the right destinations affecting tourism policies on a national and sub-national level.
Trans-territorial level: trans-border regional agencies (i.e.: Oresund region in Sweden and Denmark).



2.1 Assess the staffing requirements of different hospitality industries
Staffing is the process of retaining, acquiring and deploying of the appropriate quality and quantity of the workforce. The main purpose of staffing is to create a positive impact on the satisfaction and effectiveness of the organisation.
Hospitality and tourism industry is a labour intensive business with many different job roles in a wide range of sectors. One of the key issues on the field of staffing within the tourism industry is to provide the best possible personal service. The World Travel and Tourism Council estimated 230 million positions in 2006 around the world providing great opportunities for women, young and less advantaged people. Within the United Kingdom, 7 per cent of the workers are employed in the hospitality meaning that every 14 working people are employed within this industry. One of the reasons of the raising job opportunities within the tourism is that there is a shortage in labour and skills in most of the hospitality organisations, because of the falling of birth rates in most of the countries. It means that as long as the number of the ageing population's travel is increasing, the work force is not being sustained.

Characteristics of the job roles within the hospitality and tourism industry;
Because of the majority of the job opportunities are temporary, there is no aspirations for young people
The industry is dominated by women and young people
Most of the job roles are flexible in terms of working arrangements and working hours which can be suitable for people with special life conditions (i.e.: students and working mothers)
The hospitality industry is a highly under qualified sector with low rates and the majority of seasonal job opportunities
The structure of the industry is a rigid occupational with strong traditions in the term of job roles and services
The tourism industry relies on a high percentage (22 %) of migrant workers
There are a few disadvantages of the different job roles within this growing industry, for example the salaries are usually very low in most of the positions (average earnings in the United Kingdom is £22.183 per year), the working hours can be anti-social (i.e.: weekends, meal times and holidays), most of the job roles can be stressful putting emotional pressures on the employees (i.e.: "The customer is always right", working attitudes in kitchen and service areas) and employees can face a wide range of health and safety issues within the workplace (i.e.: accidents, late shifts, working with chemicals, manual handling).
Skills and educational requirements in different segments of the hospitality workers;
Food service management: is a position where the most important goal is to satisfy the customers, but food service managers (restaurant, kitchen, conference and banqueting managers) also need to train, hire and discipline their employees to ensure that the service and the food quality is on the highest standard. They need to have an experience on the field of nutrition, accounting, food planning and sanitation with a bachelor's or an associate's degree.
Hotel and accommodation management: needs to oversee most of the operations providing a quality experience to the customers during their stay in a hotel. They also need to direct their employees in maintenance, security, room service, front desk, housekeeping and marketing, so usually the minimum requirement is a bachelor's degree.
Food service staff: includes hosts, hostesses, cooks, bartenders and servers. The employers usually provide trainings for the employees in sanitation, procedures within the organisation and the different service techniques.
Housekeeping staff: is usually trained on the job, but employers prefer experienced staff.
Travel agents: have a wide range of duties, for example entertaining the customers, plan their trips, organise their transportation and bookings and provide advice on activities, destinations and travel plans offering promotions. Most of the travel agent positions require at least high school education level, but employers also provide trainings for their staff.

2.2 Discuss the roles, responsibilities and qualification requirements for hospitality staff
The roles, responsibilities and qualification requirements of the Back of House Supervisor;
The scope and the general purpose of the back of house supervisor is to supervise and follow all work assignments in the Back of House department to ensure that the organisation, sanitation, training, inventory and control of all china, glassware and silverware items and cost of operations are consistent within the Food and Beverage goals and objectives. The back of house supervisor is responsible for the junior back of house supervisors and the back of house porters.
The main core competencies of the back of house supervisor includes action orientated, adaptability, business focused, engaged, hospitality focused, integrity, managing relationships, prominence and working with others.
The main duties contain;
Perform duties in line with departmental Standard Operating Procedures
Ensure all cleaning schedules are carried out to the required standard
Delegate workload at floor level whilst ensuring that all stewarding colleagues have been assigned tasks
Ensure that all equipment is operated in accordance with the manufacturer's operating instructions and cleaned periodically
Assist in maintaining quality levels of products and services on an on-going basis
Assist the Goods Receiving Operation when needed
Identify Stewarding requirements including setting up Mise-en-Place, check all banquet event orders and coordinate with other departmental needs
Ensure staff complies with safety programmes as instructed by Management and all safety standards are enforced with regards to proper usage of chemicals under COSHH, proper moving of equipment, proper footwear and proper back care procedures for all stewarding colleagues
To be fully conversant with: hotel fire procedures, hotel security procedures, hotel health and safety policy and procedures, accident reporting procedures, hotel bomb scare procedures, hotel departmental codes of conduct, cash and key handling procedures within the back of house department and operating standards and procedures within the back of house department.
Back of House supervisor job is a very complex position with a wide range of duties and responsibilities. The most significant requirement is to have experiences on the field of the major back of house operations (working with the Dish Washer, cleaning procedures, COSHH regulations, fire procedures, dealing with chef's and restaurant manager's requests, preparing Mise-en-Place for events) and to be able to
complete within an agreed time scale
multitask and prioritise effectively,
guide all team members in a positive direction when dealing with mistakes
lead by example in reacting positively to changing demands
understand the needs of the business within daily duties
communicate with team members openly on a regular basis
encourage team members to "go the extra mile" for colleagues and customers
support customer service standards and customer promises, ensuring the team is working towards achieving them
show commitment to organisational standards and policy, leading by example
build rapport with team members and managers and encourages communication between team members and management and
Treat all team members with dignity and respect.

The roles, responsibilities and qualification requirements of the Mini Bar Attendant:
The scope and the general purpose of this position is to actively seek to up-sell and promote hotel products to maximise potential sales, to engage with guests and promotes the hotel and its services and to perform duties in line with departmental Standard Operating Procedures.
The Mini Bar Attendant's main duties are:
Recording the room number and the date on the tariff in the space provided
Counting each item in the Mini Bar individually and note any consumption on the tariff sheet and sign each sheet
Replacing any consumed item from the Mini Bar trolley with new stock, to maintain consistency with the consumption sheet
Charging consumption of the mini bar items to guest accounts
Using the mini bar checklist to check the beverages on the trolley are at per level
Checking stock to ensure that beverages do not exceed their sell by date
Ensuring the adequate supply of glasses is maintained, and that the glasses are polished without chips and are correctly stacked on the mini bar trolley
Ensuring the adequate supply of stirrers, bottle openers and cork screws is maintained and that these items are kept clean and in working orders and stored on the mini bar trolley.
Mini bar attendant is a position where employees are in every day contact with the customers of the hotel, so good communication skills and polite and friendly attitude is essential. Mini Bar Attendants are also need to be able to;
Receive instructions on new tasks and assist willingly
Cope well with pressure and changes to the work environment
Be prepared to work in challenging and demanding situations which may be beyond normal areas of responsibility
Maintain a positive outlook at work
Demonstrate professionalism, showing a positive and helpful approach to all customer request
Behave in a professional manner and is compliant with company policies and procedures and
Demonstrate confidence and presence when dealing with colleagues and customers.

Conclusion
Hospitality and tourism industry is a fast growing and consistently changing industry where the understanding of the relationship between the customer and the service provider is essential. The primary focus in this experience- and service-based industry is to satisfy the tourists' motivations for their experiences, but hoteliers, restaurant managers and other hospitality organisations need to pay attention on several other issues as well, such as the changing demand and scope of the industry, the new trends and needs, the application of the appropriate structures and the employment of the best people with proper experiences and knowledge to provide the best possible service always.



Reference:
C.W. Barrows, T. Powers, D. Reynolds, Introduction to the Hospitality Industry, 2012, eight edition, published by John Wiley & Sons, Inc., Hoboken, New Jersey, Page 4-5, 25-30
C. Cooper, C. M. Hall, Contemporary Tourism: An International Approach, 2008, first edition, published by Elsevier Ltd., Oxford, UK, Page 4-6, 26-38, 134-148, 251-252, 300-302
http://development.starwoodhotels.com/development_opportunities/management_services, assessed on the 30th July, 2014, 13:47 pm
http://www.studymode.com/essays/Starwood-Hotel-Profile-1519397.html, assessed on the 30th July, 2014 13:56 pm
http://www.starwoodhotels.com/corporate/press/history.html?language=en_US, assessed on the 30th July, 2014, 14:14 pm
http://work.chron.com/requirements-hospitality-industry-4555.html, assessed on the 2nd August, 2014, 09:54 am


The Contemporary Hospitality Industry
Dora Barth, ID: 2230069

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