Unit 13 Hospitality Provision in Travel and Tourism-Btechnd

TASK 3: Be able to plan the development of hospitality business

3.1 Developing rationale to a selected business

Hospitality business is a very fast growing sector across the globe for last 20 years. Business oriented approach in earlier days involved dealing in business to achieve more and more profits. But, for a few bygone years, business organizations have realized that giving importance to the customer is of equal importance, as that is beneficial for the business for long-term. This has not only helped increase the scope of hospitality sector, but also has forced other sectors to imbibe hospitality management in their strategies. This has in turn resulted into many business organizations especially in Travel and Tourism sector making collaborations with the Hospitality business organizations (Baum, 2002).

Unit 13 Hospitality Provision in Travel and Tourism-Btechnd

Source: www.sdge.com/business

In this section, we would present rationale of a selected business. We would give a detail design and all the business aspects associated with a pub.

Design of the Prosed Pub

Opening a new hospitality business requires proper homework of the demand and supply related to the business. After that, proper process needs to be followed while designing the hospitality business site, which could attract more and more customers. We would analyse about the attributes of the proposed pub. Below is the design of the same.
Ambience: Ambience is one of the most fancied attribute for any pub. It need to be very proper at the bar area. The Dance floor region needs to be dark and properly enlightened. The dining area can have dark brown lighting with intense ambience.
Culture: The pub will be intended to attract the youth, so the environment needs to be energetic and the staff need to be dressed very aptly.
Branding: We would intend the brand to reach the higher class among youths. Thus the management needs to make sure that all the inventory that is used in decoration or for serving or any other purpose should be world class and the customer should have no chance to complain about anything. Proper marketing can be done to target the customer. The youth customer can be targeted by doing appropriate marketing stunts at the colleges, shopping malls and cinema theatres.
Interior: The interior has to be attractive and should have mix of romance and excitement in it. There should be good enough space for the Dance Floor. The lighting should be well taken care of in that area. Bar area need to be colourful and attractive, as this is one area which could generate maximum profitable funds for the pub. Dining area needs to be calm and cool, where a person could calmly relax and can have an enjoyable time while eating.
Exterior: Exterior look is also an important part for any hospitality business. The outer region needs to be impressive that could give the real impression of the amount of intent put to design the pub from inside.
Target Market: All the above specifications in the design are done while keeping in mind the broader customer base. By the means of the pub, we are planning to attract the youth customers which are full of enthusiasm and want to enjoy each and every moment of life. Proper marketing strategies need to be planned in order to take the pub in the mainstream of competition. Competition these days is turning to be a major attribute while doing all the planning for marketing. Apart from the conventional methods like doing promotions in shopping malls, multiplexes, colleges & schools and using the electronic media, we would also take help from social media. Social media is one way that could connect many youths with minimal effort. Social media websites like Facebook and twitter can be used extensively to market and promote the pub.

3.2 Planning a hospitality business

In this section, we would detail the planning that we would do in order to open a pub in London. We have already discussed various attributes associated with the design of the hospitality business in the previous section. In this section, we would detail other business complexities and formalities associated with the hospitality business, with the help of an example on pub. We would plan various aspects like the functional areas we would cover, hiring professionals for specific jobs, legislative compliances, promotional activities and pricing.

Venn diagram showing closing pubs in UK

Image: Venn diagram showing closing pubs in UK. Source: news.bbc.co.uk

Functional Areas

Functional areas would primarily include Dance area, the Bar area and the Dining area. Dance area would be dedicated free space with proper facilities provided along with proper guidance of a professional Disc Jockey. Youth generally enjoy the dancing with friends and this is one area that is bound to be used by almost each and every customer, so it needs to be kept very apt. Bar area would include beautifully decorated drinks counters. In Pub business, this is the maximum revenue generator, so the bar-0tenders need to be extremely polite and very professional towards their job. The dining area would be quiet and cool, where the people can relax. It should be charmed with light romantic music to make the customer feel relaxed.

Human Resource Allocation

Proper planning need to be done while hiring employees for the pub. It would have an experienced management team, which would handle all the high level jobs behind the stage. The bar section need to have charming bar-tenders which are very polite while doing their job. The Disc Jockey need to be very much updated with the latest trends and should be able to touch the right nerves of the customers involved in dancing. The dining areas should have plenty of assistant managers and waiters who have to be professional and punctual. In addition to this, the food and snacks quality also need to be high, so good class of cooks need to be hired to do the job to perfection (Altinay, 2008).

Legislative Compliances

As a business organization, all the legislative norms need to be followed while doing the hospitality business. The norms related top playing louder music on dance floor need to be properly checked and should be in compliance with the legislative norms. Proper licensing need to be done and proper governmental permissions need to be taken on the condition for serving alcoholic beverages. The food quality also needs to be as per the standards to avoid any legal implication. Proper audits need be done at business organization level to clear the taxations related to the business.

Promotional Activities

Multiplexes and Malls could be used to do promotional activities for the pub. College sites could also be utilized in order to do promotional events. Youths, these days are very much interested in discount schemes, proper discount scheme can be applied for them to avail certain facilities with proper conditions applied on that, so that the discount offers are not misused. Social media can be utilized to reach the youth customers. Websites like twitter and Facebook which are globally leading websites among the social media could be utilized towards much extent, to promote and campaign for the pub.

Pricing

Pricing is one very critical aspect of planning. It needs to be moderate at the start, so that youth gets attracted towards us. At the same time, we should be giving all the facilities provided by the rival pubs. Thus, this would slowly help us to build the brand value for the pub, if we continue to provide excellent services to the customers. After the brand value is reached for the pub, the prices can be revised based on the business environment and the competition factors in the market.

Conclusion

Analysing on all aspects related to the hospitality management, we can conclude that hospitality management is a very fast growing sector in itself. Apart from that, it also has a lot to offer to other business sectors. A good example for this is the dependency of Travel and Tourism sector on the services of hospitality sector. By studying the cases of British Airways and Thomson Airways, we can say that the travel and tourism sector has fair amount of dependency on the hospitality aspects to keep its customers happy. Apart from that, integration of hospitality business is one more critical aspect in this sector, which comes up with many positive impacts on the business. Lastly, designing and planning a hospitality business requires a good amount for homework and knowledge. If we can analyse well on all the aspects of designing and planning, we can kick off the business into right direction for generating good amount of profit.

References

Altinay, L., &Paraskevas, A. (2008). Planning research in hospitality and tourism. Routledge.
Baum, T. (2002). Skills and training for the hospitality sector: a review of issues. Journal of Vocational Education and Training, 54(3), 343-364.
Bennett, M. M. (1997). Strategic alliances in the world airline industry. Progress in Tourism and Hospitality Research, 3(3), 213-223.
Cottrell, N., &Rapley, K. (1991). Factors critical to the success of executive information systems in British Airways. European Journal of Information Systems, 1(1), 65-71.
Gilbert, C. D. (1992). Horizontal integration and cortical dynamics. Neuron, 9(1), 1-13.
Kozak, M., &Rimmington, M. (1998). Benchmarking: destination attractiveness and small hospitality business performance. International Journal of Contemporary Hospitality Management, 10(5), 184-188.
Mayer, R., Ryley, T., &Gillingwater, D. (2012). Passenger perceptions of the green image associated with airlines. Journal of Transport Geography, 22, 179-186.
Morrison, A. M. (1996). Hospitality and travel marketing (No. Ed. 2). Delmar Publishers.
Sigala, M. (2005). Integrating customer relationship management in hotel operations: managerial and operational implications. International Journal of Hospitality Management, 24(3), 391-413.
Spengler, J. J. (1950). Vertical integration and antitrust policy. The Journal of Political Economy, 347-352.Order Now

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