Management in Hospitality Industry Samples †MyAssignmenthelp.com

Question: Discuss about the Management in Hospitality Industry. Answer: Service Characteristics The hospitality industry is a service sector, which deals with intangible products that are inseparable from people(Fsadni, 206). A business in the industry may provide customer experience, travel, restaurant, casino, and lodging services among others. A service has commercialization challenges because of the need for uniqueness. Quantifying it is not easy hence the differences in quality controls and price mechanism. The industry is unique because of its broad aspects that incorporates events and transportation. Its complex nature allows businesses to operate combined services such as the fast foods and full service restaurants. As a result, it also has numerous employees with skills from different specializations. This inseparability gives it a personal touch of customer experience. This aspect makes employees an integral part of the hospitality marketing and branding. The changing customer demands in global tourism has brought new dimensions into this industry. An example is the S hip Cruise industry, which continues to gain popularity around the world. Service providers take advantage of unique expectations to provide solutions with ideas that are distinct as well as dependable(Cole Sileo, 2017). Technology changes also continue to redefine the industry replacing some human roles with digital applications. For example, the use of websites for information has replaced some employee roles in customer service. The hospitality industry has a business model whose focus is to create value by providing customers with a unique experience that they desire(Carol, Celine, Michael, Brendan, 2015). This means offering customer satisfaction to myriads of customers who have different desires. Its variability allows for creativity so that a restaurant service can include Wi-Fi services as a value addition to its customers. This explains other attributes of a service such as pricing and changes in pricing. The industry has all kinds of categories for different clustered services. The lucrative luxury hotel business faces challenges of insecurity caused by terrorism. Such incidences might not affect small business whose challenges may include high taxation rates. Challenges from the national and international also redefine the business operations. The desire to maximize on potential while reducing the costs leads to constant changes in strategies. Creating a competitive edge in this industry does not ha ve one clear road map; instead, it gives the management team the leeway to become creative. The service department is an example of competitive value addition in the industry(Martin-Santana Moreno-Gil, 2015). The implementation of creative ideas in the industry needs to follow specific industry and national laws. Despite opportunities, the industry has numerous challenges. The increasing customer demand means businesses have to create a competitive edge. Hiring personnel with competent skills becomes a challenge because the industry calls for polished personal and professional skills. Partnerships in the hotel industry are common. Managing a huge pool of talent is difficult yet it defines the performance of an organization. Employees have strengths and weaknesses, which shape the success of their output. Regular training helps to provide solutions to the organization. The innovation factor includes technology in the training. Stakeholder support affects the industry in different ways. Tourists looking for an interesting hotel also consider the airport amenities, social facilities like entertainment centers and shopping malls. Tourist service partners work closely with the stakeholders in order to stream line the industry. This may have barriers especially with multinationals working in foreig n countries(Withiam Katz, 2012). In an effort to overcome barriers, organizations innovate, improve on quality of services and take advantage of new markets. A combination of global and organizational strategies have solutions for the industry challenges. The industry also has limitation in research and branding strategies. Brand Loyalty In the hospitality industry, brand loyalty is critical because of the customer. Across all service industries, the consumer is looking for certain values in an organization. The organization expresses its brand elements in a way that drives the customer interests while retaining their loyalty. The first step towards developing the interest of the customer is to create a strong customer base. Target marketing is one of the tactics used for attracting customers. It enables a brand to locate customer attraction points such as airports, foreign country agencies and the hotel industries. The quick service restaurants are some of the most profitable around the globe (Harrington Michael, 2017). The most common marketing tactics in this case include the 7Ps that attracts customers through strategic positioning of the brand in the right place with the best price, physical evidence, people, partners and promotions(Wirtz, 2012). The use of digital media provides a platform to find customers in their social groups via Instagram, interest group discussions or competitor brand links. Brand elements such as logo, name, image and tagline give the brand the popularity. Multinational companies in the industry often change their brand attributes in reinventing themselves. Hotels under new management may choose to retain these or make changes that suit their objectives(Wheeler, 2012). Offering competent services ensures that the customer comes back for more. Word of mouth advertising is one of the best ways to use old customers to attract new ones. Strong brands have loyal customers who recommend their brand to others. The use of social media anddigital marketing is a plus(Ryu, Lee, Gon, 2012). Brand loyalty sometimes comes because of cultural aspects. Brands with an older reputation or history gain the trust of locals and the international markets. Tourists visiting a new location often ask about the best services in the specific category. Those searching for restaurants and pubs inquire online in the search directories. As part of brand loyalty creation, brands improve on the quality of what they have. Customer satisfaction attributes determine the loyalty. The hospitality industry players use digital media for rewarding customers in an effort to maintain them(Tas Ogut, 2012). Therefore, culture and innovation play a significant role in the performance of a br and. The customer perception helps the brand to reposition itself strategically. This may differ across different locations in regional, national and global brands. Landmark hotels have a connection with modern amenities giving them a competitive edge. Franchising has benefits and challenges. Besides creating branches across the globe, cross border hotels also have to deal with providing standardized measures for quality and operational management. The global market provides an opportunity for franchising. However, the markets are different and some industry players have lost billions for making poor judgements (Economist, 2017). Effects from global economy such as recession and taxation also influence the development of brand loyalty. Unfair competition has led to malicious damage of some brands thereby quenching PR efforts by a brand (PTI, 2017). Therefore a proper plan with an analyisys of such threats is necessary though it may not always work. Digital media challenges are endles. The insecurity in online portals places customers personal data at risk. compromisig this leads to legal actions against a brand. Customer relations may also work for or against a brand. Negative reviews from a few clients may influence decisions by o thers, unless the brand has a counter measure for it. The demand for higly skilled professionals in the industry has caused other brands to retrench employees. Highly trained workers cost more hence the high cost of services. When service providers incur such costs chances of losing customers is high too. Customer expectations and Perception Employers in the industry search for employees who show commitment, good communication and interpersonal skills, leadership competencies, hygiene and organized. It is not easy merging all the necessary skills. The high competition in the market does not guarantee the brand permanent position in the market. The dynamic customer expectation calls for reinvention of brands and service segments in the hospitality industry(Wang, Chen, Chen, 2012). Quality and value measures the performance in most service industries. In hospitality, some customers want safety, reliability and personalised services. Since the customer needs and may be hard to comprehend fully, contemporary organizations invest in strategic innovation that provides a guide for determining and fluffing the customer needs(Heller Pasarsnis, 2011). Modern approaches do not just consider profitability. Instead, value addition elements such proper treatment of employee and showing concern for the environment is important. The h ospitality industrys demand is driven by reliability and responsiveness to customer needs. Some of the tactics used to shape customer perception include fulfilling present and past expectations. This gives an image for the customer to gain trust the brand for the future. The customer expectation and perception also shapes the brand. The modern consumer has demands that a hotel or tourist agency fulfils. Industry segments such as private clubs and events come about because of this need. In the industry, the customer wants to feel valued as they spend their money. Offering value becomes an exchange mode for lodging, entertainment, food, recreational, transport and other services. Entrepreneurship tactics in the industry use this as an opportunity to create new solutions. For example, the entry of Starbucks with its unique coffee blend revolutionized other coffee houses and restaurant approaches(Millman, 2011). The hospitality industry also flows with the customer demands of the 21st Century, which calls for technology and innovation. Most restaurants and hotels have digitized operations. These determine the trend in internet bookings, mobile communications and social media advertising. A brand cannot survive in the market competition without introducin g these tactics. Multinational companies seeking penetration in the local markets incorporate culture into the service operations and brand products depending on the customers attachment to their values. This explains the use of artistic dcor and cultural menu in the hotel industry(Eccles, Ioannou, Serafeim, 2012). The hospitality industry is about the customer and people perception makes a difference. Maintaining good relationships for both the customer and the employee is crucial. Keeping regulations and being eco-friendly also enhance a brand. (Doran Ryan, 2012). Some restaurants take the green label in solidarity with global concerns for the environment. This is an influencing factor in customer perception. More so, in regions where there are concerns about environmental pollution. Hotels have also adopted world themes in commemoration of important events in history. The connection between the hospitality industry and people explains the reason the removal of Trumps name in a hotel recently in Toronto(Austen, 2017). Customers associate a brand name or identity mark with good or bad things therefore the hospitality industry is prone to attack by terror groups and political factions. The development of brand loyalty takes time yet the destruction of customer perception about a brand takes mi nutes. The spread of pictures online about a hotel may either boost or destroy its image and reputation. Bibliography Austen, I. (2017, June 27). Toronto Hotel is scrapping the trump name. New York Times. Retrieved Aug 26, 2017, from https://www.nytimes.com/2017/06/27/world/canada/trump-hotel-toronto-name-change.html?mcubz=1 Carol, L., Celine, B., Michael, M., Brendan, C. (2015). Service quality and customer satisfaction: qualitative research implications for luxury hotels. International Journal of Culture, Tourism, and Hospitality, 168-182. Cole, R., Sileo, L. (2017). Channel optimization in hospitality: Secrets of data driven hoteliers. Veille InfoTourism. Retrieved August 26, 2017, from https://www.veilleinfotourisme.fr/medias/fichier/pcwi-wp-sabre-vfinal_1490000316776-pdf Doran, J., Ryan, G. (2012). Regulation and firm perception, eco-innovation and firm performance. European Journal of Innovaion Management, 15(4), 421-441. Eccles, R. G., Ioannou, I., Serafeim, G. (2012). The impact of corporate culture of sustainability on corporate behavior and performance. No W17950. Cambridge, MA: National Bureau of Economic Research. Economist, T. (2017). The retreat of the global company: the biggest business idea of the past three decades is in deep trouble. The Economist. Retrieved August 25, 2017, from https://www.economist.com/news/briefing/21715653-biggest-business-idea-past-three-decades-deep-trouble-retreat-global Fsadni, G. (206, December 7). The human factor: dealing with the five main challenges in hospitality hiring. Hotelier. 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