BU L7 The Tourism and Hospitality Industries
Introduction
In this report, the technology and the smartness that have been included in the different hotels have been considered, as the key competitors and the market output of these companies have been taken into firm consideration. In a more specific form, the entire report will be based on different analyses of the external environment, crisis management, and the innovation that Holiday Inn has done to gain a better stance in the market are all included. The employee health management and the adopted technologies that the hotel management needs to conifer for a sustainable future have been examined and acknowledged,
Company Overview
Holiday Inn is a tourism and hospitality management company that has the support of 241 hotels all around the world, with around 1,182 open-type hotels which have one of the most trending systems of hotels surviving. Holiday Inn is particularly under the Intercontinental Hotels Group Plc (IHG) as this market brand has around 6,061 hotels all around the world and occupies more than 17 hotels in the world Ihg.com (2022), The total number of employees that operate under Holiday Inn comprises of 3, 25,000 and the concept of brand differentiation had been activated by Holiday Inn since a long period of years.
The rationale for conducting the research
The conceptual map had been developed to get a concrete idea of the rationale for conducting the research, in short, it may be stated to understand the mechanism by which technological innovation and smartness are required in the hospitality and tourism industry (Refer to Appendix 1).
Analysing technology, smartness and technology bought by Holiday Inn for accommodation
There are various technologies that the company of Holiday Inn have been using and all of the technology has been incorporated into the current paragraph, such as the smart interiors. By Tscheu and Buhalis, (2016) there are multiple technological developments in the cultural places and a feature article system of technology such as Augmented Technology have been considered in this regard. Most of the time, it has been found that the use of such a technology has been used by premium hotels such as Holiday Inn for a better customizable experience and to create a pool of employment as well as tourism opportunities.
There has been a formal collaboration of Holiday Inn with the companies of Forpeople and with IDEO which have created a smart innovation for better customer accommodation. The long-term project had been successfully retained since the operation started from the year of 2014, and the total efficiency had been retained by the company of Holiday Inn. Many times, mockup systems and miniature models have been created by Holiday Inn as a means of utilising the system of market development and hence abiding with the process of smartness and technological adaptation to the recent market changes. The question of how a digitalised form of technology is important and is much more targeted to format the existing system of the business has been examined in detail, as the argument of the same has led to the remark of a theoretical underpinning (Willis et al. 2017).
According to the word of the Chief Executive Officer (CEO), Chris Grantham, IDEO London has been discussing how the company integrates technology with the innovation of the company to a new height and changes location settings to customer needs. Holiday Inn has made the consumers decide what kind of accommodation experience the customers may have, and it has been found that the people with the accommodation to be of healthy, and decluttering. Additionally, Holiday Inn has been creating the opportunity for different people to work in a close circuit and to increase the innovation for the guests, central WiFi access, aeroplane seat designing and customising the setting all have been part of the technological marvel Ihg.com (2022).
Evaluating the markets the organisation attracts
The target customers that Holiday Inn needs to consider are the different people that have been arriving from the migratory nations and are mostly foreign people, having a VISA and trying to explore different cultures. This implies that the company of Holiday Inn needs to measure the income level of the customers that are applying or booking for accommodation and understand what kind of modification may be necessary to accommodate such people. There is a stronger commercial strategy that Holiday Inn has adopted to let customers be attracted more, such as joint brand advertising, where Holiday inn is under the brand of IHG having joint advertising (Can et al. 2020). Additionally, the ways in which the company for Holiday Inn may attract the target customers is through different online media, such as building an interactive website or through different forms of social media (Molinillo et al. 2018).
Figure 1: Use of social media as a means of promotion of the tourism and hospitality industry
(Source: Molinillo et al. 2018)
There are various thematic propositions regarding the customers or the kind of tourism-based division that have taken the entire discussion into a semantic format, which has the challenge of excessive tourism and hence losing the tourists (O’Regan et al. 2021).
Analysing the key players in the market
The key competitors in the market of Holiday Inn are many, of which the names such as American Cruise Lines, JW Marriott, Best Western, Museum Hotels, Marriott International, Outrigger Hotels and Resorts, Extended Stay America and a few similar other companies. In the tourism and hospitality industry, the discussion on the factors such as the key revenue sources, or the sources of market promotion all is included within the industrial portfolio. In the current condition of an inflationary market, there are activities such as redesigning the hotel spaces or making the service provided quite efficient, which all are the functions of operational efficiency (Nikolskaya et al. 2017). The impact in the tourism and hospitality industry may count to be around 11% in aggregate, and this factor naturally boosts the competition all over the industry sector, making technology an important thing though.
Discussion about the external environment, resilient and crisis management
Pestle
Political
The Holiday Inn as situated in the USA has better management because of a stable government and following a democratic form of government has provided the country to establish a better position in the global arena. The government follows a tripartition of power with legislative, executive and judiciary that provides an effective organised political system that has provided the organisation to flourish well (Usembassy.gov 2022). Therefore, the government has to look after the laws and the implementation of the various kinds of opportunities and benefits the country which is supervised by the President, the head of the government and the country, to manage well.
Economic
The economic condition of the country is quite stable which has provided un improving various kinds of services and has provided in establishing business and sustaining it quite well. Furthermore, the Gross Domestic Product (GDP) of the USA is 23 trillion which has allowed the country to grow exceptionally well in the competitive market and has provided the country to progress well (Data.worldbank.org 2022). The country has managed the GDP of the country quite well by understanding the market and sustaining the business in a much more effective manner which has provided the organisation to grow well.
Figure 2: GDP of the USA
(Source: Data.worldbank.org 2022)
Social
The USA has a mixture of cultures and the laws of the country are organised in such a way that the mixed culture people are able to sustain and serve well in the country. Additionally, the country provides equal opportunity for the people in every aspect which has provided the country in managing the problems in a more successful way and has allowed in reducing conflicts among the people which helps in the successful management of the organisation (Publishing.cdlib.org 2022). People from different cultures, races, ethnicity and religion all stay together although the country has different colonies and community divisions which helps in keeping sustenance and it helps the country to work successfully.
Technological
The US is quite a technologically advanced country which has provided the country to progress well and conduct different kinds of work in a more successful way and in a much smoother manner. The country has advanced technological services in Artificial Intelligence (AI), and the Internet of Things (IoT) which has provided the businesses of the country to sustain well and also provides good help to the supply chain network to work well (State.gov 2022). Thus, the country’s growing technological innovation has helped in building effective cooperation and collaboration between various kinds of business development in a much more effective way.
Legal
The government of the USA is federal in character which consists of the President at the head and the Supreme Court to manage the judiciary which facilitates managing the systems of the court in a more systematic way. In addition to that, the administration of the courts is managed well through effective judgements and legal system management by making effective political organisation and also provides in managing the party systems of the country in an effective way which provides the country to flourish well (Usembassy.gov 2022).
Environmental
The environmental management of the country has been analysed well and managed well which provides the country to look after the issues such as pollution and population in a more organised way. The major environmental problem faced by the country includes pollution, water shortages, wildfires and food waste which has put a lot of crisis situation for the country effectively which affects the working of the organisations quite a lot (Igini 2022).
Crisis management and resilience
The crisis management in the tourism and hospitality sector has been a lot and especially during the Covid-19 situation crisis are a lot such as lockdowns, shortages in supplies, lack of effective resources and even the mismanagement of the workers in the organisation which leads to problematic situations. Additionally, the crisis management of the sector includes providing effective training to the employees of the sector as internal stakeholders, improving the confidence of the tourists by maintaining transparency and improving security in the data services in a much more effective way. Business problem management has to be identified in a much more effective manner through employee management and the amount of consumption the organisation manages for better development (Cooper 2020). Crisis management has to be managed by assigning effective roles to every team member through better process management by applying Effective Incident Action Planning skills by implying effective management of team communication.
The resilience of the sector has to be managed by maintaining the self-belief of the organisation by maintaining the employees working management in a more effective way which allows the employees to progress by managing the tourists effectively. The management of the tourism sector requires effective sustainable development through effective collaboration of external stakeholders and the company’s authorities by managing the products and services of the sectors quite well (Buhalis et al. 2012). The sector also has to look after the elasticity and meaning and purpose of the service management and the way it has to be maintained effectively has to be managed through flexibility management. The management of the sectors has to find out reliable solutions for better working of the organisation and it provides effective emotional control development and better service management in a flexible manner. Thus, the sector has to manage resilience development which provides better management of the sector development in a much more effective manner.
Analysis of the socio-cultural, health, economic and environmental impact of Covid-19 on the tourism and hospitality industry
Socio-cultural
The socio-cultural management has been impacted due to the Covid-19 situation which has heavily affected the tourism and hospitality industry through various ethical misunderstandings of the risks faced by the people. The impact of the Covid-19 situation was quite high on the tourism and hospitality sectors as attracting socio-cultural people belonging to different backgrounds have been highly effective in managing the operational activities (Abbas et al. 2021). Therefore, the major challenges faced by the socio-cultural people of the tourism and hospitality industry have been vulnerability, and inequality, due to living in remote areas for certain ethnic communities getting access to resources during the Covid-19 situation has become difficult.
Economic
The major impact on the tourism and hospitality sectors has been quite high as people have lost jobs and the unstable condition of the economic condition of the various countries has affected the businesses a lot. It may be argued that over 100 million jobs in the tourism sector have been lost by people all around the globe and even a shortage of workers due to the lockdown situation and social distancing norms has affected the business of the hospitality sectors majorly (Unwto.org 2022). The impact of the loss of millions of jobs due to the poor economic condition of the tourism and hospitality sector also has affected the trade and the growth of the economic condition of various countries depending highly on the sectors for better development.
Environmental
The challenges faced by the tourists are lack of information provided and poor environmental conditions of the travel destinations and of the service which affects the tourists a lot. Moreover, the safety and security management of the organisation has been quite high which affects the environmental consumption of the sector and sometimes the changed demands of the customers are not met which results in a lot of problems and ineffective training and development (Oecd.org 2022).
Health
The health condition of the tourists has to be looked after during the Covid-19 situation which highly affects the working of the organisation and even the health may get affected if the tourists are not quarantined well. The healthcare crisis of the employees has been quite a lot due to mismanagement because of workers of the organisation and inadequate facilities have been quite a lot which has affected services of the sectors post the situation. The sector has to look after the process of sanitation to keep the safety protocols quite well by providing masks to the customers and maintaining the wearing of the mask by the employees all the time which puts the trust of the customers in the sector for effective safety maintenance.
Critical analysis of the innovation and smartness for the fast recovery of Holiday Inn and the hospitality and tourism industry
The recovery of the Holiday Inn has to be managed through innovation and smartness by effective sustainable development through resilience by managing labour-intensive growth in a much more effective way. Moreover, the innovation in technological development through the implementation of AI and IoT provides in managing the data of the employees in a systematic order by effective crisis recovery development. The effective business development and management of the tourism sector depends on professional development for better operational management quite well in maintaining effective profitability through the help of strategic development (Buhalis et al. 2006). Innovation in the sector facilitates effective growth in productivity and profitability and provides employment facilities by maintaining effective business conduct and development in an effective way. The organisational development depends on the working and managing policies for better tourism industry management through the management of green economy development which provides an effective opportunity for the companies.
The innovation management of the industry may not provide much benefit however, the smartness in the implementation of the innovation provides benefits in managing the organisation and the way through effective business management. Furthermore, the implementation of the leadership management has to be smart with the help of smart technological development by providing attractive services which have provided the organisation to flourish well. Smart tourism manages in recovering from any kind of crisis situation by managing project development and effective partnerships with other business development which helps the sector to manage the crisis well. The planning and tourism management through an organisational framework facilitated managing the growth of the organisation that has provided the organisational development through effective governance (Costa et al. 2014). The Holiday Inn has to look after the development by looking at and managing the health of the employees through safety precautions by smart management of the leaders of the organisation in a systematic way.
Figure 3: Effective tourism and hospitality management
(Source: Costa et al. 2014)
Conclusion
It may be concluded that with the help of effective management and better development of the organisational management through implementing effective innovation and looking after the economic and social crisis management. The hospitality and tourism sector aims to work with smartness other than innovation by effectively managing the markets and attracting employees in an effective way which provides effective facilities for managing the sector successfully. Thus, the working of the organisations helps in managing the sectors in a much more effective manner and provides in managing the crisis and resilience in a much more effective way.
Recommendations
The recommendations for the organisation are as follows:
- The implementation of effective policy for better development and management of the tourism and hospitality sector for better sustenance of the industry in a much more effective way
- The recovery from the Covid-19 situation should be managed through effective collaboration with other companies to expand the business in a much more effective way
- The sector should look after environmental protection by organising effective development through better travel management by maintaining innovation
- The sector should implement effective measures such as training and potential recruitment of employees for better development which helps in managing the services for better survival in the new situation post Covid-19
- The internal and external stakeholders management of the organisation should be quite effective by managing through Human Resource Development which looks after the growth in a sustainable manner
The Holiday Inn has several chains in the USA, therefore, managing the organisation should be done with the help of managing the key stakeholders of the company and looking after the stakeholders in a much more effective way. The organisation has to put the services through policy development and it helps in recovering the shortage of employees from the companies which helps in faster recovery.
References
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Appendices
Appendix 1
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