HOSPITALITY STRATEGIES

Implementation of Effective Hospitality Strategies in Turbulent Times

Implementation of Effective Hospitality Strategies in Turbulent Times

Introduction

The purpose of this paper is to enlighten and explore the effective strategies that can be implemented in the hospitality industry in the turbulent times. The main focus of the paper is on the hospitality industry, and the approaches used by diverse departments of an organization operating in the hospitality industry to cope with the chaotic times (Appadurai, 1990, 3). Tourism and hospitality industry cannot be regarded as a different industry, as tourists - are primarily consumers with diverse needs, including specific, depending on the goals and motives of travel, as well as on a number of points. However, the tourists are first and foremost consumers in general; therefore, tourism and hospitality industry should be viewed as a whole because of the inseparable unity.

In the era, of globalization, the target market of the hospitality industry has various preferences and demands. The target market of the hospitality industry prefers full-service restaurants to visit more than once weekly (Kandasamy, Ancheri, 2009, 78). The business of hospitality is related to the distinct but almost related industries, which includes restaurant industry and hotel industry. In the hospitality industry, the demographic factors such as age and income influence the frequency of the visits by consumers. The trend shows that men visit ethnic restaurants more than women and that man dominates the dining out choices.

According to diverse studies, the hospitality industry is growing in diverse segments of the world; especially, in the United Kingdom. Nevertheless, the culture, museums, historical buildings and several visiting places in U.K are significantly influencing the growth of the hospitality industry. However, diverse sources state that the time of hardship in inevitable (DITR, 2006, 105). In addition, an organization must be aware about the forthcoming negative influence of internal and external factors of the market in order to construct, and implement effective coping strategies.

Hospitality Industry of U.K

Before 19th century, London had very few hotels. Foreign visitors and numbers of businesses were small according to modern standards. During the 19th century, trend of developing luxurious hotel started in London (Desai, 2002, 133). Savoy was built in 1898 to serve the rich and elite customers. This hotel was unique and famous. It was one of the first hotels to en-suite bathroom to every room. So many and various large hotels were built that era was called Grand Period of Hotels. Modern changes were introduced in the hotels. Electricity, bathrooms and telephone in each room were introduced. 20th century saw many changes and advances in the hospitality industry. Casual dining became famous. The perception of rich and elite customers faded for restaurants. White Castle, TGI Fridays, Chilis dominated the restaurant scenes. During the two world wars, hotel construction increased.

Many landowners families could not afford to maintain houses in London; therefore, the landowners preferred staying in hotels. Mass tourism encouraged hotel industry (Chandy, 2001, 400).

Number of foreign visitors increased, especially Americans. Hotel construction rate fell in the quarter century after World War ...