Contemporary Hospitality Industry

Managing Human ResourcesStudy Guide

Unit 1: Contemporary Hospitality Industry

September/November 2013

Copyright @St-patricks.ac.uk

Unit 1: Contemporary Hospitality Industry

Unit code: L/601/1788

QCF level: 5

Credit value: 15Contemporary Hospitality Industry

  • Aim

This unit will enable learners to gain understanding of the nature and diversity of hospitality and its constituent industries, including the range of job roles and employment possibilities.

  • Unit abstract

Learners will explore the dynamic characteristics of hospitality, concentrating on current topical issues and future trends and developments, building a range of skills including research and the analysis of information, justification of ideas, evaluation and critical thinking.

This unit introduces learners to the scope, scale and diversity of hospitality. It establishes a framework for the industry, using agreed definitions and the Standard Industrial Classification of the industries that encompass hospitality. Centres and their learners may reasonably wish to adopt a national perspective for this unit; however, it is also important for learners to consider local and international aspects to gain a comprehensive and balanced view.

Learners are expected to be knowledgeable about particular businesses, their names, brands and the industries with which they are associated. Learners will examine different forms of business ownership and structure. This will create an opportunity to research contemporary issues and recent developments affecting the industry. It will also allow learners to analyse and evaluate breaking news and unexpected developments.

Learners will investigate the nature and changing situation of hospitality staff. They will examine staff roles and responsibilities in a range of contexts and explore aspects of staff employment. The skills required to recognise and predict future trends and developments likely to affect hospitality operations and management will also be developed. The trends may have an internal industry focus or concentrate on external factors including legislation, political, technical, economic and environmental influences.

Learners will gain an awareness of the organisations and professional bodies associated with the hospitality industry.

  • Learning outcomes

On successful completion of this unit a learner will: 

1 Understand the current structure of the hospitality industry

2 Understand staffing in the hospitality industry

3 Understand recent developments affecting hospitality

4 Be able to recognise potential trends and developments in hospitality.

Unit content

1 Understand the current structure of the hospitality industry 

Hospitality industry: hotels; restaurants; pubs, bars and nightclubs; contract food service providers; hospitality services; membership clubs and events; brands and businesses

Scale and scope: size; types of ownership; turnover; percentage of Gross Domestic Product (GDP); purchasing power

Diversity: products and services eg food, drink, accommodation, conference and banqueting, leisure facilities; levels of service; customer base

Organisational structure: operational areas eg food preparation, food and beverage services, accommodation services, front of house services; functional eg human resources, finance, marketing, research and development, security, maintenance

Hospitality-related organisations and professional bodies: as current at time of delivery, to include People 1st, British Hospitality Association, Institute of Hospitality, British Institute of Innkeepers, Springboard UK

2 Understand staffing in the hospitality industry 

Staff types: functional specialists; operational; craft; skilled/semi-skilled/unskilled; supervisory; management; apprentices; management trainees; full time/part-time; casual; agency; foreign workers; volunteers

Hospitality industry: hotels; restaurants; pubs, bars and nightclubs; contract food service providers; hospitality services; membership clubs and events

Structures: hierarchy; teams; organisation structures; number of employees; roles eg management, supervisor, craft/operative; responsibilities eg for junior staff, senior managers, team leaders, supervisors; career progression and employment opportunities; staff characteristics eg professional attitude, flexibility, interpersonal skills

Qualifications: types to include degrees, awards, certificates and diplomas, BTECs, NVQs; professional and specialist eg food safety, first-aid, licensees, door supervisor; qualification awarding organisations

3 Understand recent developments affecting hospitality 

Operational: developments eg standard operating procedures, food safety, service requirements/needs, levels of productivity, employee expectations, recruitment and retention, learning and development, flexible working, workforce competency, transferable competencies, socio-cultural issues, benchmarking, e-commerce, outsourcing services such as human resources, finance, security

Managerial: developments eg key players in the hospitality industry, international aspects, the impact of market forces, performance management, quality assurance and control, branding/re-branding, responding to niche markets, effective implementation of food safety management systems, green environmental issues, security, policy development, project management, relationships with  education/training providers

Legislation and regulation: influence and impact of national and European legislation; compliance with legislation eg food safety, tips, minimum wage, working time directive, employment visas, licensing, entertainment, smoking, discrimination, employment protection

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Image: popular perception; customer focus and culture; quality improvement; restaurant and hotel guides; kite-marking; media exposure; industry celebritie

4 Be able to recognise potential trends and developments in hospitality 

Trends: wide variety eg food fashion trends, food miles, organics, local and seasonal produce, eating trends, entrepreneurial opportunities, boutique hotels, pub ownership, assessment centres, succession planning, work patterns and work-life balance, employee needs, erecruitment, poaching of staff, market saturation, globalisation, technology and its applications, use of foreign language, the learning culture

Developments: wide variety eg competitors and competing sectors, improving/declining industries, hospitality portfolio management, the learning culture, reversal of existing trends, political stability, responding to external events/influences, public/private partnerships, takeovers and amalgamations, application of forecasting techniques, measuring success, new technology

Contemporary Hospitality Industry: SCHEME OF WORK

Unit Title:  Contemporary Hospitality industry
Numbers of Weeks: 10 weeks
Course: BTEC Higher National — H

 

Hours per week: 2.5hrs +2.5hrs
SectionTopicsResources
1Introduction to the Unit

 

Introduce the learning outcomes for the unit

Introduce the content of this unit

Introduce the assessment criteria and assignment for this unit

The scheme of work for this unit

The golden rules

Unit structure, Scheme of work  and assignment brief

 

 

 

 

 

 

1A

(Support)

Reading:

 

The Outlook for Hospitality

 

Reading material and activity worksheet
2Understand the current structure of the hospitality industry

 

Explain the structure of the Hospitality industry

Identify the Scale and Scope of the Hospitality industry

Discuss the diversity of products within the hospitality industry.

 

 

Power point and activity worksheet
2A

(Support)

British Hospitality Association Annual report 2012/2013Hand out and white board
3Understand the current structure of the hospitality industry

 

Introduce the Hospitality-related organisations and professional bodies.

Discuss the role they play for business in the industry.

 

Power point and activity worksheet
3A

(Support)

Introduce the assignments/Assignment workshopAssignment Brief
4Understand the current structure of the hospitality industry

Explain the term Organisational structure

Identify the types of organisational structure

Explain the key terms related to organisational structure.

Power point and activity worksheet
4A

(Support)

Reading

 

Organisational structure in Hospitality industry

 

Reading materials and activity worksheet
5Understand staffing in the hospitality industry

 

Explain the term staffing.

Identify the different needs for staffing within the Hospitality industry.

Analyse the variation in needs within the industry.

Identify the different qualification that are available for career in Hospitality industry.

Power point and activity worksheet
5A

(Support)

Term planners/ Assignment workshopTerm planners and assignment brief and booklet drafts
6Understand recent developments affecting hospitality

Explain the terms: operational, managerial and legislation

Identify the different types of operational and managerial developments in hospitality industry

Discuss the effects of these developments on the industry.

Power point and activity worksheet
6A

(Support)

Reading activity

Issues, Challenges, and Trends, that Facing Hospitality Industry

 

Hand out
7Understand recent developments affecting hospitality

Identify the different legislations and regulations developed recently related to hospitality industry

Discuss the effects of these developments on the industry.

Power point and activity worksheet
7A

(Support)

Reading activity

Hospitality 2015: Tourism, Hospitality, and Leisure Trends

 

Hand out
8Be able to recognise potential trends and developments in hospitality

Define the term trend.

Identify the potential trends in Hospitality industry

Discuss the impacts of these trends

 

Power point and activity worksheet
8A

(Support)

Assignment workshopAssignment brief
9Be able to recognise potential trends and developments in hospitality

Define the term development.

Identify the potential developments in Hospitality industry

Discuss the impacts of these developments

 

Power point and activity worksheet
9A

(Support)

Term planners/Assignment workshopTerm planners, assignment brief
10/10ARevision and feedback / Student PresentationDrafts and hand-outs

Keys:

L – Lecture                    T – Tutorial                       D – Discussion                    W – Workshop

Unit Title: Contemporary hospitality industry

Unit Code:

L/601/1788

Date Issued

 

Assignment

Brief – General

Student Name

 

Student ID

 

Date Received

 

Lecturer Name: Jaya Govindaraj

 

Internal Verifier Name

 

Contemporary Hospitality Industry:Rules and regulations:

Plagiarism is presenting somebody else’s work as your own. It includes: copying information directly from the Web or books without referencing the material; submitting joint coursework as an individual effort; copying another student’s coursework; stealing coursework from another student and submitting it as your own work.  Suspected plagiarism will be investigated and if found to have occurred will be dealt with according to the procedures set down by the College. Please see your student handbook for further details of what is / isn’t plagiarism.

Contemporary Hospitality Industry:Coursework Regulations  

  • Submission of coursework must be undertaken according to the relevant procedure – whether online or paper-based. Lecturers will give information as to which procedure must be followed, and details of submission procedures and penalty fees can be obtained from Academic Administration or the general student handbook.
  • All coursework must be submitted to the Academic Admin Office and a receipt must be obtained. Under no circumstances can other College staff accept them. Please check the Academic Admin Office opening hours.
  • Late coursework will be accepted by Academic Admin Office and marked according to the guidelines given in your Student Handbook for this year.
  • If you need an extension (even for one day) for a valid reason, you must request one. Collect a coursework extension request form from the Academic Admin Office. Then take the form to your lecturer, along with evidence to back up your request. The completed form must be accompanied by evidence such as a medical certificate in the event of you being sick. The completed form must then be returned to Academic Admin for processing. This is the only way to get an extension.
  • General guidelines for submission of coursework:
  1. All work must be word-processed and must be of “good” standard.
  2. Document margins shall not be more than 2.5cm or less than 1.5cm
  3. Font size in the range of 11 to 14 points distributed to including headings and body text. Preferred typeface to be of a common standard such as Arial or Times New Roman for the main text.
  4. Any computer files generated such as program code (software), graphic files that form part of the course work must be submitted either online with the documentation or on a CD for paper submissions.
  5. The copy of the course work submitted may not be returned to you after marking and you are advised to have your personal copy for your reference.
  6. All work completed, including any software constructed may not be used for any purpose other than the purpose of intended study without prior written permission from St Patrick’s International College.

Contemporary Hospitality Industry:Remember to keep your coursework receipt. 

Outcomes and assessment requirements

OutcomesAssessment requirements
To achieve each outcome a learner must demonstrate the ability to:
LO1 Understand the current structure of the hospitality industry

 

1.1 analyse the current scale, scope and diversity of the hospitality industry

1.2 discuss the organisational structure of different hospitality organisations

1.3 assess the role of hospitality related organisations and professional bodies

LO2 Understand staffing in the hospitality industry

 

2.1 assess the staffing requirements of different hospitality industries

2.2 discuss the roles, responsibilities and qualification requirements for hospitality staff

LO3 Understand recent developments affecting

hospitality

3.1 analyse operational, managerial and legislative issues resulting from recent developments affecting the hospitality industry

3.2 discuss the current image of the hospitality industry

LO4 Be able to recognise potential trends and

developments in hospitality

4.1 present justified predictions for potential trends and developments in hospitality

4.2 produce an impact analysis for the predicted trends and developments

*Please see the Assignment Evaluation Sheet for Merit and Distinction criteria 

Case Study/Background Info LO 1, 2, 3 and 4 

  1. You have been selected to attend an interview in a hospitality consultancy business located in London. One aspect of the interview is to produce a report comprising the following aspects: 
  1. Define the term hospitality.
  2. Identify in percentage how much the hospitality industry contributes to the GDP( Gross Domestic Product) in the UK
  3. Explain the difference between the product and services offered in a 4* hotel andinBed and Breakfast.
  4. Describe a Flat organizational structure and a Tall organisational structure.
  5. Select an hospitality organization and provide the following information:
  1. Organisational structure
  2. Identify the operational and functional areas.
  3. Define the following terms – Skilled, semi-skilled and unskilled.
  4. For the following job roles: chef, housekeeper and a concierge. Explain their job description, qualifications and skills required.

Word count: 750 words +/- 10%

Contemporary Hospitality Industry

  1. Case study on British Hospitality Association:

We are the voice of the UK hospitality industry positively championing the interests of hotels, restaurants, catering establishments & holiday attractions. Much more than a lobbying organisation, we combine a powerful voice and clear agenda with real, tangible benefits.

With more than 100 years’ experience behind us, there’s not much we don’t know about hospitality and tourism. We go the extra mile to help our members prosper.

We engage with government, the media and the general public to raise awareness and keep the hospitality and tourism industry at the forefront of their minds.

We are proud to represent such a dynamic and exciting industry. Our influence is gaining momentum in line with our growing membership. The more members we have, the stronger our voice. And so everyone in our community of members and partners is very genuinely valued. Together we will continue to raise the perception and profile of British hospitality to world class status.

  1. Using the case study identify the two roles of BHA.
  2. For each role identified provide examples of how BHA has carried out their role.

Word count: 350 words +/- 10%

Individual work

  1. Case study: British Hospitality Association embraces UK visa change

The British Hospitality Association (BHA) has welcomed a pledge by Theresa May to allow Chinese tourists to use a single application to obtain both a UK and Schengen visa.

The home secretary has caved in to pressure and is now seeking to change the UK visa regulations, which will render the visa application less expensive and more straightforward for Chinese holidaymakers.

The BHA has lobbied for a change in visa regulations together with the UK Chinese Visa Alliance (UKCVA), the Confederation of Business Industry (CBI) and the British Chamber of Commerce.The UK’s estimated loss to competitors was £1.2 billion of Chinese tourism receipts, and the acute rise in spend by Chinese tourists abroad, it grew more than 42% in 2012 to £6.7 billion worldwide, has created alarm that the UK is missing out on such a large tourism revenue.

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The European Union welcomed more than 1 million visitors from China last year, compared to 215,000 in the UK.At present a visit to the UK costs Chinese tourists considerably more than visiting France, Spain and Italy; it also takes more time, involves an extra visit to a visa agent, a longer form and the collection of biometric data.

“We’re looking at the process of application for our visas and for the Schengen country visas in China to see if there’s more that we can do to streamline those processes for people,” May told the Financial Times.

She added that despite the changes to the system the UK will not become part of Europe’s passport-free zone. “We’re not going to join Schengen,” she said.

Ufi Ibrahim, chief executive of the BHA said: “By 2023, China will be the largest outbound tourism economy in the world.

“Therefore, the opportunity for Britain to grow tourism receipts and jobs is unmissable.

“However, steps need to be taken now to ensure that we demonstrate a welcome to the Chinese traveler in time to compete for this significant market opportunity on an international scale.

“Our competitors France and Germany, are also not going to stand still. They have already demonstrated their keenness to succeed the UK in the bid to grow Tourism exports and jobs.

“So, the BHA, together with the UKCVA and its growing number of partners, is encouraged by Theresa May’s announcement.

“We also note that the UK Visa’s and Immigration Service is making improvements to ensure that some 96% of all Chinese visas are approved and that there is now a seven day and five day premium turnaround service from application to issue.

“However, we will continue to campaign on this issue until further changes are made to enable Chinese as well as Russian and Indian visitor numbers to start increasing in line with other European countries.”

  1. Due to the above Legislative issue explain how this will affect the operational and managerial aspects of hospitality organisations.

Word count: 500 words +/- 10%

Individual work

  1. Answer the following:
  1. Five years from now explain how technology developments will affect the hospitality industry.
  2. What will be the advantages and disadvantages of the technology development?

Word count: 600 words +/- 10%

Individual work 

Feedback
Strengths

 

 

 

 

Areas for Improvement

 

 

 

 

 

Lecturer Signature:                                                                                         Date:

Learning outcomes and assessment criteria

Learning outcomes

On successful completion of this unit a learner will:

 

Assessment criteria for pass

The learner can:

 

LO1 Understand the current structure of the hospitality industry

 

1.1 analyse the current scale, scope and diversity of the hospitality industry

1.2 discuss the organisational structure of different hospitality organisations

1.3 assess the role of hospitality related organisations and professional bodies

 

LO2 Understand staffing in the hospitality industry

 

2.1 assess the staffing requirements of different hospitality industries

2.2 discuss the roles, responsibilities and qualification requirements for hospitality staff

 

LO3 Understand recent developments affecting

hospitality

 

3.1 analyse operational, managerial and legislative issues resulting from recent developments affecting the hospitality industry

3.2 discuss the current image of the hospitality industry

 

LO4 Be able to recognise potential trends and

developments in hospitality

 

4.1 present justified predictions for potential trends and developments in hospitality

4.2 produce an impact analysis for the predicted trends and developments

 

ReferralReferencing is incomplete or not in accordance with the Harvard System. Little evidence that the reference material has been readPoor /no Structure. Vocabulary is misused. Poor Grammar ; poor spellingLittle evidence of research. Only a few basic/obvious sources have been used or Sources are irrelevant to the questionEvaluation and analysis is poor or fail to draw logical conclusion about the usefulness of identified theory and practices. Comment is largely descriptive.  Or some tasks not competedIt was difficult to follow because of one or more of the following: Poor performance. Tone was monotonous or prosody/syntax was poor. Body language and non-verbal signals displayed did not support or enhance the content of what is being said. There were no visual aids.Largely descriptive with little analysis. May be missing some elements, does demonstrated engagement of the process
MARKING SCHEMEPassReferencing is present but inconsistent with some indication that the material has been read.Structure is basic, but in place. Vocabulary is basic, but clear. . Grammar and spelling are simple and effectiveBasic research has been undertaken, using the most obvious relevant research. The writing shows an elementary understandingBasic evaluation and analysis has been achieved, but there is little comparison between theory and practices. Come conclusions are good, but others are not developed.Adequate Performance. Verbal skills (tone and prosody) were acceptable. The body language (eye contact, posture etc.) displayed did not detract from the content of what was being said.  Visual aids were basically appropriateThe majority of the elements are present, but tends to be more descriptive than analytical. Some evidence of learning and application.
MeritReferencing is consistent with indication that the material has been read.Good Structure. Vocabulary is good. Grammar and spelling are goodA reasonable variety of research was accessed and used effectively. There is evidence that the most of the information is up-to-date The writing show some depth of understanding.Good evaluation and analysis of practices in light with theory. Conclusions/Recommendations are logical and interesting, albeit the justifications are a little shallow.Good Performance. Verbal skills (tone and prosody) were quite professional. The body language (eye contact, posture etc.) displayed enhanced the content of what was being said.  Visual aids were well prepared and usefulReflection well structured, using an appropriate framework/model. Some good analysis of the process, demonstrating ability to reflect
DistinctionReferencing is faultless and it is evident that the material has been readExcellent Structure. Vocabulary is used appropriated. Grammar and Spelling are faultlessThorough understanding across a range of theories. A wide variety of relevant and current resources has been used and synthesized. There is clear indication that referenced work has been understoodThe questions have been addressed in a mature and reflective way. An excellent level of analysis has been achieved, comparing critical theory with practice(s). Excellent conclusions/recommendations that are justified with theory.Faultless performance. Verbal skills (Tone and prosody) of an extremely professional standard. The body language (eye contact, posture etc.) displayed were both professional and entertaining.  Visual aids were excellent and appropriately usedInsightful reflection, demonstrating an engagement with the process of self-evaluation. Reflections are supported/justified.
ReferencingStructureEvidence of depth of readingEvaluation and analysisPresentation Style
(Part 1)
Reflections
(Part 2)

 

Support materials 

Books 

  • Ball, S., Horner, S. &Nield, K. (2007). Contemporary hospitality and tourism management issues in China and India: today’s dragons and tigers. Oxford: Butterworth-Heinemann.
  • Barrows, C.W., Powers, T.F. & Powers, T.F. (2009). Introduction to the hospitality industry. Hoboken, N.J.: John Wiley & Sons.
  • Brotherton, B. (2003). The International hospitality industry: structure, characteristics and issues. Oxford; Boston: Butterworth-Heinemann.
  • Brymer R A (2005).Hospitality and Tourism: An Introduction to the Industry.:Kendall Hunt.
  • Clarke, A. & Chen, W. (2007). International hospitality management : concepts and cases. Amsterdam [u.a.]: Elsevier Butterworth-Heinemann.
  • Crotts, J.C., Buhalis, D. & March, R. (2000). Global alliances in tourism and hospitality management. New York; London; Oxford (UK); Binghamton (NY): Haworth Press; The Haworth Hospitality Press.
  • Dallen, T. &Teye, V. (2009). Tourism and the lodging sector. Amsterdam; Boston: Butterworth-Heinemann/Elsevier.
  • Jones P. (2002).An Introduction to Hospitality. London,UK;Cengage learning.
  • Kainthola, V.P. (2009). Principles of hotel management. . ChandniChowk, Delhi [India]: Global Media.
  • Lockwood, A. &Medlik, S. (2002). Tourism and hospitality in the 21st century. Oxford: Butterworth-Heinemann.
  • Prideaux, B., Moscardo, G. & Laws, E. (2006). Managing tourism and hospitality services : theory and international applications. Wallingford, UK; Cambridge, MA: CABI Pub.
  • Roy,C.W.ed.,(2013). Key concepts in Hospitality Management. London,UK; Sage.
  • Rutherford, D.G. & O’Fallon, M.J. (2007). Hotel management and operations. Hoboken, N.J.: John Wiley. 
  • Further reading 
  • Caterer and Hotelkeeper (Reed Business Information) Cornell Quarterly Croner’s Catering Magazine (Croner Publications)
  • Current Awareness Bulletin for Hospitality Management (HCIMA — published quarterly)
  • Green Hotelier (www.greenhotelier.com)
  • Hospitality (Reed Business Information)
  • Hospitality Matters (British Hospitality Association)
  • Hospitality Review (Threshold Press — published quarterly)
  • Hospitality Year Book (HCIMA)
  • Hotels (official journal of the International Hotel and Restaurant Association — an online copy is available from www.getfreemag.com)
  • Journal of Hospitality and Tourism Research (International Council on Hotel and Restaurant Education (CHRIE))

Voice of the BHA (British Hospitality Association) 

Video/DVD

Broadcasts of commercial programmes relating to the hospitality industry BBC Learning Zone — hospitality programmes

Websites

  • www.bha-online.org.uk British Hospitality Association
  • www.bized.ac.uk a business and economics service for learners and tutors
  • www.caterer.comCaterer and Hotelkeeper website
  • www.hcima.org.uk Hotel and Catering International Management Association (provides links to commercial websites)
  • www.ih-ra.com International Hotel and Restaurant Association
  • www.people1st.co.uk People1st (formerly Hospitality Training Foundation)
  • Enrolment key: NOV2013

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