HOSPITALITY MANAGEMENT SAMPLE

Introduction

The report is focused on hospitality management and it is an effective approach to handling major objectives of a business. Hospitality management is based on some basic modules to improve business functionalities such as purpose of visits, geo-demographics, time, price, quality, and services. The aim of this study is to identify the basic variables of hospitality management to ensure business growth. In this report, an organisation is improving its infrastructure with the help of hospitality management to ensure business growth. Hay’s travel is considered the largest independent travel agency in the UK and it pricing excellent services to its customers. This report is going to introduce target market segmentation to analyse competition in the market.

Background of an organisation

Hays Travel is the largest tourism company in the UK and it has 450 branches over the country (Linkhumans.com, 2022). It has been operating for over 40 years to assure business procedures and it is offering great services during the holidays which is most attractive. Company does not compromise with the customers’ services and tries to provide effective quality services to enhance their business values. Therefore, the company is hiring employers to provide effective services to the deals with clients (Hays et al.2020). Hence, the company is holding training and development sessions to make an employee professional as well as to build long-term relationships with stakeholders. In the hiring process, company’s HR is highly focused on qualified and confident candidates to maintain proper regulation. Hay’s has more than 9000 staff, 250 offices in 33 countries over 200 industries (Linkhumans.com, 2022). Company Has been focused on some basic objectives to ensure business growth such as maintaining a leading position, building a strong relationship with stakeholders, and incrementing consultant productivity.

Target market Segment

Target market segment is required to measure the competition in the market and it is an effective way to maintain value in the market. In this regard, there are different competitions rising day by day in the field of tourism such as TUI, Neil Travel and Tour ltd, and Time travels in Birmingham (Hammond et al. 2020). Hence, in this context, the STP model has been used to analyse the market competitors and strategy to maintain a position in the UK market.

STP model

Segmentation

Targeting

Positioning

Divide customers into various segments and try to identify each need. A customer-centric approach is improving the ability of an organisation as well as it is an effective way to segment market trends.

Focused on customers who are active and notify their reviews from the company’s websites. Hence, companies must focus on marketing to analyse market competition. Hays travel must be focused on 22 to 45 years age group to maintain a market approach.,

Companies must focus on one object or facility that can easily be captured by the target market. A marketing mix strategy has been taken to analyse the market trends as well as identify the potential customers.

Hays travel must ensure offers of hotel services and food to capture the market.

Table 1: STP MODEL

(Source: Self-developed)

Hays Travel is expanding its market into 33 countries as it is offering 500,000 hotels worldwide which are maintaining its standard in a global position (Hays Travel.co.uk, 2022). Hence, this company is serving a wide range of facilities to their customers that are managing the market position such as

Providing Airline services at a relevant price
Providing rail services for online booking
Serving hotel services with different facilities
Hiring car and visa services
Introducing self-booking tools

Those are major things that are improving business values as it is serving high-quality facilities that are attracting people. Hays Travel is using demographic market segmentation to lead its business procedures (Ramani, et al. 2021). On the other hand, major variables of hospitality management are effective time management, excellent customer service, and maintaining standards and quality at a reasonable price rate.

External and internal factors of business

Pest analysis

Factors	Description	Impact
Political	● The UK has a parliamentary democracy ● Brexit is a political debate	Moderate
Economic	● UK is considered as 6th largest economy ● UK’s GDP is $2.83 trillion (Worldpopulationreview.com, 2023)	Positive
Social	● Multicultural social environment ● Population in UK 6.73 Crores (Datacommons.org, 2023) [Refer to appendix]	Positive
Technological	● UK is used AI and ML ● It is preferring quantum computing and blockchain technology	Positive

Table 2: PEST analysis

(Source: Self-developed)

Political factors in the UK have impacted moderately as the country is suffering from political debates about “Brexit”. Therefore, the UK has the 6th largest economy in the world and it has impacted positively. Multicultural stands and advanced technology are improving the economic growth of a country.

SWOT analysis

Strength	Weakness
● Great deals with luxurious hotel ● Effective services and staff	● Lack of management skills ● Poor customer service
Opportunities	Threats
● Market segmentation ● Reasonable price	● Unethical behaviour ● Environmental issue

Table 3: SWOT analysis

(Source: Self-developed)

Hospitality management

4cs marketing mix

In hospitality management, different kinds of objectives need to be followed to lead business procedures. 4CS marketing mix is explaining the entire concept of hotel management and its basic requirements (MacKenzie and Gannon, 2019). In the hospitality industry, communication and customer solutions are the major objectives to lead a business organisation.

Customer solution:

Hays Travel is providing a self-booking tool that is effective for customer satisfaction and it is an effective way to measure active customers of this company (Stylos et al. 2021). Company is introducing a website to provide customer solutions as well as notify their basic needs.

Customer cost:

Customers always prefer reasonable prices and it is required to maintain market competition. In this regard, customers are always verified before doing anything. Hays Travel is providing excellent services at a reasonable cost which enhances its value.

Convenience:

Effective staff is required to convince a client to take their facilities. Company is providing training and development sessions to maintain a professional culture in the workforce.

Communication:

Clear and concise communication is required to maintain a proper work culture (Dixit, 2019). In this regard, communication strategy influences others and it is basically required among the employees of hospitality management.

Three-domain models of hospitality

In this regard, there are three major domains of hospitality management to assure functionalities of business. Social and cultural, private and commercial are major objectives of hospitality management that emphasise financial growth of a company.

Cultural:

Culture and social zone of a hotel must be positive and flexible which is increasing the rating of tourist companies (Filimonau and Delysia, 2019). Hence,travel agencies must look into customer needs and their satisfaction to maintain value in the market.

Private or domestic:

Therefore, private space is required to maintain privacy and it enhances safety.

Commercial:

Commercial sector has been influenced by the ability of market value and companies must maintain a proper deal to emphasise annual revenue of a firm.

Covid 19 impact and new expectation

During covid19 pandemic situation, most of people panicked to stay out of homes. Thus, for a long time, the tourist services remain closed and it has a huge impact on annual revenue. Hence, Hays travel reported that they were to lose over £34 million during covid 19 pandemic situation (Travel Weekly.co.uk, 2022). During this situation, the company almost remained closed due to a lack of any kinds of online booking. After some period, it has taken some basic precautions to avoid problem are such as

Wearing mask while entering the hotel premises (Filimonau and Delysia, 2019)
Maintaining sanitization where required
Maintain social distancing
Arrange a medical team for certain incidents
Maintain hygienic process while producing food

Experience of customers

Customer experience is a crucial part of hospitality management as this industry is fully dependent on customer satisfaction. A good experience providing more opportunities and more booking to the hotel industry (Ramani et al. 2021). On the other hand, a negative review can destroy the image of an organisation. A company must maintain some basic rules to improve quality and standard. The major objectives to satisfy the customers are such as

Effective time management schedule
Efficient and professional staff
Excellent customer solution
Proper and polite behaviour of staff
Booking experience
Cleanliness and luxury rooms

Recommendation

Improve customer services

Hays travel must assure effective customer service with the help of business deals. Maintain basic requirements of customers at a reasonable price (MacKenzie. and Gannon, 2019). Hence, agencies must deal with luxurious and sporty hotels where customers feel free and comfortable.

Training and development for staff

Companies must hire qualified staff who have some basic knowledge of the tourism industry (Hammond et al. 2020). However, companies must assure a 6-month training session for employees to improve major activities of a business.

Booking experience

Hence, the company must focus on its website and online application development for online booking. Customers must be satisfied while booking and maintain easy procedures that one can easily access (MacKenzie and Gannon, 2019). A complicated system is decreasing customers’ patience and at one time they are left due to lack of a proper framework.

Conclusion

The report is providing many approaches of hospitality management which help to analyse different dimensions of it. In this report, three basic models of hospitality management have been analysed to explain their importance in the field of tourism. Therefore, PEST and SWOT analysis describe external and internal factors of hospitality management. However, the STP model has been explained here to analyse different marketing factors as well as it is an effective way to target customers in a systematic way. Effective communication is required to assure business growth and its is maintain an effective culture in workforce.

References

Datacommons.org, 2023. United Kingdom Available at: https://datacommons.org/place/country/GBR?utm_medium=explore&mprop=count&popt=Person&hl=en [Accessed on: 21/02/2023]

Dixit, S.K. ed., 2019. The Routledge handbook of gastronomic tourism. Routledge.

Filimonau, V. and Delysia, A., 2019. Food waste management in hospitality operations: A critical review. Tourism management, 71, pp.234-245.

Hammond, A., Stuijfzand, B., Avison, M.B. and Hay, A.D., 2020. Antimicrobial resistance associations with national primary care antibiotic stewardship policy: Primary care-based, multilevel analytic study. PloS one, 15(5), p.e0232903.

Hays, G.C., Koldewey, H.J., Andrzejaczek, S., Attrill, M.J., Barley, S., Bayley, D.T., Benkwitt, C.E., Block, B., Schallert, R.J., Carlisle, A.B. and Carr, P., 2020. A review of a decade of lessons from one of the world’s largest MPAs: conservation gains and key challenges. Marine Biology, 167, pp.1-22.

Haystravel.co.uk, 2022. Services Available at: https://www.haystravel.co.uk/business-travel/services.phtml#:~:text=At%20Hays%20Travel%20For%20Business%20we%20search%20over%20500%2C000%20hotels,to%20suit%20your%20company’s%20needs. [Accessed on: 21/02/2023]

Linkhumans.com, 2022. Tell us about Hays and what you do? Available at: https://linkhumans.com/hays-recruitment-agency-linkedin/#:~:text=Hays%20is%20a%20leading%20global,33%20countries%20across%2020%20industries. [Accessed on: 21/02/2023]

MacKenzie, N. and Gannon, M.J., 2019. Exploring the antecedents of sustainable tourism development. International Journal of Contemporary Hospitality Management, 31(6), pp.2411-2427.

Ramani, S., McKimm, J., Findyartini, A., Nadarajah, V.D., Hays, R., Chisolm, M.S., Filipe, H.P., Fornari, A., Kachur, E.K., Kusurkar, R.A. and Thampy, H., 2021. Twelve tips for developing a global community of scholars in health professions education. Medical teacher, 43(8), pp.966-971.

Stylos, N., Zwiegelaar, J. and Buhalis, D., 2021. Big data empowered agility for dynamic, volatile, and time-sensitive service industries: the case of tourism sector. International Journal of Contemporary Hospitality Management.

Travelweekly.co.uk, 2022. Hays Travel reports £34m loss amid Covid crisis Available at: https://travelweekly.co.uk/news/tourism/hays-travel-reports-34m-loss-amid-covid-crisis [Accessed on: 21/02/2023]

Worldpopulationreview.com, 2023. GDP Ranked by Country 2023 Available at: https://worldpopulationreview.com/countries/by-gdp [Accessed on: 21/02/2023]