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Hospitality Provisions
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TABLE OF CONTENTS
Introduction .......................................................................................................................................... 3
TASK 1 ................................................................................................................................................ 4
1.1 Interrelationship between hospitality and travel and tourism business ................................ 4
TASK 2 ................................................................................................................................................ 7
2.1 Implications of integration of the hospitality industry.......................................................... 7
2.2 How integration has affected a hospitality business ............................................................. 9
TASK 3 .............................................................................................................................................. 10
3.1 Develop a rationale for a selected project clearly justifying decisions linked to target
market ....................................................................................................................................... 10
3.2 A plan for hospitality business including the operational requirements of the business
organizational structure in relation to human resource allocationError!
Bookmark
not
defined.
Conclusion ......................................................................................................................................... 17
REFRENCES ..................................................................................................................................... 18

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INTRODUCTION
In todays globalized world hospitality business is growing in a faster manner. People
nowadays are highly concern about various leisure activities. Hospitality is all about the creation
of free space where a stranger can enter and become friends. It offers them space where changes
can take place. The present report is highly focused with the hospitality provisions which should
be followed by most of the travel and tourism industries. There are different provisions
developed by the government of country in order to maintain the development in tourism sector
(Mehmetoglu and Normann, 2013). This report helps in identifying the responsibilities of the
hospitality industry. Both hospitality and travel and tourism go hand in hand and there is a
positive integration between both them. With the help of the integration organizations can
provide better quality services to their customers. It helps them in gaining consumer loyalty as
well as enhancing their consumer base.
In addition to this, a proper development of new hospitality business will also be
explained in this report. In this, a vintage restaurant with mixed cuisines is going to be opened in
East London. For this, a proper strategic plan will be developed by researcher by following
proper stages of development. Moreover, this report helps in identifying some of the most
common information about the expansion of hospitality industry (Armstrong, and Baron, 2007).
The present study also provides appropriate information about the plan that must be carrying out
by company for their development. This study also gives brief information about the significance
of hospitality. It clearly determines that how it helps in developing whole tourism sector.

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TASK 1
1.1
In any travel and tourism sector hospitality is the major part. There is a positive link
between both of them. With the help of the positive integration tourism industry can easily
enhance their market share. Hospitality industry mainly provides different services related to the
accommodation services and also different food and beverages. They are some of the most
common service providers to the travel and tourism sector. Accommodation is basic need of
tourists (Conrady and Buck, 2011). Hospitality is related to hotel industry whether tourism
industry is related to the tour packages.
Consumers needs and demands within the hospitality industry are changing day by day.
Customers are demanding higher facilities. They need best accommodations services where they
can feel like home. Travel and tourism helps in enhancing the number of customers through
advertising the hotel view, site scene view etc. Thomas Cook as well as Marriot international is
taken into consideration in this task (Gjerald and Oggard, 2010). Thomas Cook is the leading
providers of tour packages as well as various other services related to the airline etc. Company
began its international travel journey in the year of 1841.They serve more than 22 million people
who choose to travel for different purpose. This group is supported by approximately 22,000
employees and operates from 15 source markets. Further, they use to serve even more number of
customers in ways that deliver the best and most important weeks of the present year. Company
believes that holidays are chance to escape the everyday and enjoy new experiences. They
provide wide range of tourism services to their customers and by focusing on quality as well.
The main tag line of Thomas Cook is to make customers holidays truly special. In addition to
this, they are having experience of with over 170 years in making travel dream come true by
providing best services on best prices as well. It covers all the perfect holidays; beach breaks as
well as family holidays.

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On the other hand, Marriot international is one of the biggest hotels of UK. In order to
make definite relationship Thomas Cook can directly provide best accommodation services to all
their customers in Marriot. Marriot international is a leading lodging company with more than
4200 properties. It is an American diversified hospitality company which provides different kind
of lodging facilities. Core values of company is to make change and grow with the time and
provide high quality services as per the customers needs. In addition to this, they believe in
putting people first, pursuing excellence as well as actin with integrity. They want to serve best
services as per their consumers requirements and wants to become one of the leading hospitality
service providers.
Hospitality and tourism goes hand in hand as hospitality provides s safe and enjoyable
environment for consumers. On the other hand, tourism is and activity by the tourists where they
engage in travelling to various destinations. Further, relationship between both of these terms can
be defined as a hospitality industry is the suppliers of the service for tourism.
In addition to this, Hospitality is a broad term which can be easily judged by various
ways. It involves all the activity related to the initial arrival and transport arrangements through
to food and beverage service and accommodation provided. This clearly defines all those
activities which are core for hospitality. Further, it also covers the departure services in which it
is essential to leave a good last impression on the customers. It helps in enhancing customer
loyalty and motivating them towards their hotel. On the other hand, tourism covers wide range of
activities through which people carry out their travelling in various tourist destinations. It all
their travelling it includes wide range of services such as airlines, hospitality services:
accommodation, hotel and resorts, entertainment venue etc. It clearly defines that hospitality as a
whole is a part of tourism which covers all the needs and demands of customers.
It is a direct relationship and customers are highly attracted towards it. Both the services
can be provided to them in at one place. It makes their life easier as well as makes their trip more
successful. In addition to this, it can be stated that hospitality and tourism industry is interrelated
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with each other. These two sectors are connected and they can attract huge base of customer
support (Baron, Harris and Elliott, 2005). By making Thomas Cook and Marriot works together
both the industries can get several advantages and benefits such as:

Making the tourists feel welcome personally: Tourists can feel more satisfied if they are
able to get different type of services at one place. It is quite essential for tourism sector to
welcome their customers in proper.

Role in Conference and meeting arrangement: With the help of the various hospitality
industries business class people can organize several conferences as well as meetings in
different hotels. They can easily arrange all type of equipments related to conference
halls and meeting purpose

From the above discussion it has been founded that there is an interrelationship between
hospitality industries as well as travel and tourism industries. Thomas Cook provides various
holiday packages to their customers (Chen and Choi, 2008). Tourism and hospitality provide the
joint conveniences in the market, hospitality give services like hotels for stay of visitors etc.
There are different facilities provided to customers such as Site seen, moving, guiding and
lodging within the area of warmth. The role of hospitality in holiday packages is very significant.
Marriot is included into their holiday packages under which they directly provides higher class
services to their customers. In addition to this, it can be stated that with the help of
interrelationship between hospitality and tourism industry customers would benefit from good
hotel rates as well as airline ticket prices. It is being founded from past several studies that
people are highly focused towards the quality services and they can easily spend luxurious
holidays (Hassanien, 2006). In this case, travel agents are looking for the comfort of their guests
in order to expand their business and services. There are various visitors attractions in which
theme park as well as several other historical places takes place. Theme parks are the best visitor
attraction which is seen to be the millions of visitors on yearly basis. There are various theme
parks which own their private restaurant and caf. Under this, they are serving high quality
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services to all their customers (Moreno, 2005). The basic reason of hospitality is to go through
the exchanging of products as well as services in order to promote their brand. Most of the
hospitality industries can provide high quality leisure services to their customers in order to
attract them and maintain their profitability as well as market share. Somehow, there is a positive
relationship among hospitality and tourism industry which might leads to influence the overall
industry.

TASK 2
2.1
With the help of the integration companies can easily go through the business expansion
as well as increasing sales. Integration is one of the most effective way through which most of
the companies nowadays are entering into the new market. Integration works more effectively
when there are two different areas of company such as tourism industry and airline industry
(Lennon., 2003). Both of them are joining with a travel providers and it helps them in accessing
more services. There are mainly two kinds of integration i.e.
Vertical integration: Under this process company buys another company by acquiring
different techniques such as merger, acquisition etc. With the help of this, companies can
maximize their profitability (Youell, 2000). Under this, smaller companies are integrated with
biggest companies such as Airline Company can go through the merger with tour operator. With
the help of this integration process business unit are able to go through the global expansion of
their business expands. There are mainly two type of strategy i.e. either forward or backward
strategy. According to this, companies can establish their business with other smaller companies
of same or other filed. In case of any organization works under the manufacturing unit than
forward integration involves them in moving towards the next stage of entering into retail
segment. It is the best way through which they can directly sell their products to their customers
and easily communicate with them in more effective manner (Wong, 2004). There are various
firms which are controlling different organizations under their control. According to the vertical
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integration the form is under controlled with one organization but it is still controlled by different
outlets. In such manner if any type of problem arises in one sector than it might leads to affect
the whole organization (Pesonen and Antti, 2013). In the present scenario Marriot hotel want to
expand its business operations in order to enhance their market share. There is an only way
through which hospitality industry can achieve long term success. An example of Marriott Essex
House Hotel in New York has been taken into consideration. The expansion strategy of this hotel
is identified in terms of huge investment of $ 362.3 million. Another implication which might
affect the business is that it might proves to be lesser helpful in the nature but if implemented
correctly it helps them in better expansion (Meng, 2010).
Horizontal integration: It is another most important strategy through which business can
be expanded in other countries. Under this, a company tends to acquire business of its
competitors having similar level of operations. Somehow, it requires a huge investment in which
acquisition of business but it also helps them in enhancing their market share. Through the
economies of scale this strategy is one of the best strategies by which companies can achieve
operational efficiency as well as increase their customer base (Waterton, 2010). Moreover, it can
be stated that expending huge amount on such integrations is one of the major implication of
this. However, Marriot can expand their business by adopting this strategy and easily achieve
long terms success. Due to this, there are some of the most common implications are higher
expenses, failure in merger and acquisition etc. Due to this somehow companies can lose their
target and decrease their consumers.
In addition to this, it can be stated that there are various implications of integration such
as at the time of vertical integration it will harder for company to manage all aspects of that
organization. Hospitality industry is composed of service oriented industry in which they serve
different services to their customers. Under this, smaller companies such as an airline company
merging with a tour operator. It is the best way through which company can expand the business
and within hospitality create new relationships with different clients. On the other hand,
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horizontal integration is one of the best strategies by which companies can achieve operational
efficiency. It is the best way through which company can easily enhance their sales and gain
higher customer loyalty.

2.2
Integration has affected a hospitality business in a positive as well as negative manner.
There is a huge impact of integration within the hospitality industry. Some of the positive
impacts are that it allows the company to attract new customers towards their company.
Integration is the best way to promote their brand and enhance their market share (French, 2009).
Impacts of integration the organization such as:
Horizontal integration: It is the best part of integration in which any of the business unit
can enhance their operational efficiency. With the help of this business unit is able to achieve
economies of scale. With two different businesses unit which shares common available resources
are likely to expand their business globally. This in turn, helps in creation of business synergy.
Further, it can be stated that there are various positive impacts of integration as companies can
merge with other companies. It provides them high power to attract more number of customers.
It mainly assists in development of big corporations which proves to the appropriate
establishment as a leading industry (Crick and Spencer, 2011).
Vertical integration: There are mainly two types of vertical integration i.e. either
backward or forward direction of business operations. In this, Forward integration helps in
confining higher market share. Under this, companies can directly sell their products on low
prices to all their customers without any source of medium. By going through the forward
integration any of the business unit is able to create positive brand image in the mindset of
customers (Beaver, 2005). With the help of this company can directly sell different products to
their customer and make proper communication with them. On the other hand, backward
integration also helps in creating leading position within the industry. Creation of services is the
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major consideration in hospitality industry. By going through the latest creation as well as
innovation companies can easily provide high quality services to their customers and make
indefinite impression in their mindset.
They can also provide quality services to their customers at very reasonable price and
gain higher competitive advantage. It might leads to provide long term success to company
(Cooper and Hall, 2012). With the help of this, hospitality industries can attract large number of
customers by providing them various accommodation services as well as food and beverage
services. It is the best way to promote different organizations and support the tourism of country.
Further, government of country can take several initiatives in order to retain their visitors and
develop environment friendly country (Hassanien, 2006). Globalization is one of the major issue
due to which companies are adopting several strategies in order to maintain their customer base
and retaining their customers.

TASK 3
3.1
The rationale which can be drawn for starting up a new vintage restaurant in East London,
Stratford near shopping center is to attract larger consumer with the product and services as per
their needs and wants (Law and Jogaratnam, 2005). This market has been selected as it will help
in attracting larger tourist visiting from different destination. Even this area has got different
direct view to Queen Elizabeth, Olympic park and sufficient parking places. Business is also
going to target the individual who will be passing through this way for the purpose of relaxing.
Hence, restaurant is going to provide them with excellent ambiance, diversity of services and
opportunity to have drink and food.
Stage 1 - Development
Concept
The main aim behind opening up of a new vintage restaurant in East London, Stratford
near shopping center is to attract larger consumer of London and tourist with the product and
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services as per their needs and wants (Muller, 2010). In this particular there are already different
restaurant serving the needs of people, but vintage restaurant is going to serve their consumer as
per their wants and demands towards drink and food. If business will be coming up with such a
concept then management will be able to attract larger consumer at their restaurant. Business is
going to come with different cuisine in their operation such as Italian, Mexican, Portuguese,
French, Romania and Indian. Presenting so many cuisine will help in attracting larger consumer
towards the restaurant.
Market research
Before coming up with any kind of restaurant concept in East London, Stratford the most
important aspect that management needs to initiate is with respect to the research of that
particular area. In order to come up with such a restaurant it is important to look after different
area by the management. The most important aspect is with respect to location that whether
business will be able to customer from the area near to shopping center. It is crucial for the
organization to identify that carrying out operation in the area will help out business in making
appropriate profits (Warren, 2010). Even it is important to search that the restaurant location has
got direct view to different attractive location and sufficient parking places. For carrying out the
research in an effective manner data will be collected from both primary and secondary sources.
Primary data will be collected for understanding perception of consumer towards opening up of
new vintage restaurant near shopping center. On the other hand secondary data will help in
getting the overall view of the place for starting up of a new business in East London Stratford.
In order to access primary data questionnaire technique will be adopted (Hemmington and King,
2000).
Target market
Vintage restaurant is going to target the consumers who are visiting to the shopping
center. Even business will be looking after the consumer who passes by Stratford. Further, tourist

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can be attracted in an appropriate manner as restaurant has got direct view of direct Queen
Elizabeth, Olympic park and sufficient parking places.
Location
Vintage restaurant will be opened at East London, Stratford as it is near to the shopping
center and it will in attracting larger consumer of London and tourist visiting from different
destinations to UK (Brown, 2003).
Funding
Particular

Amount

Loan

50000

Investor

50000

Products and services

Vintage restaurant is going to provide different kinds of cuisine in their operation such as
Italian, Mexican, Portuguese, French, Romania and Indian. Initiating such a big cuisine will help
organization in making greater profits within business.
Licensing
Before starting up of the operation effective license will be undertaken by the
government of UK in order to start up with a restaurant business in East London, Stratford.
Stage 2 - Design:
Ambiance
Effective ambience will be provided as entire walls of the restaurant will be painted using
Italian wallpaper (Chen and Choi, 2008). Even it will be covering renowned painters painting
from different parts of the world. In the corners of the room handicrafts will be placed on the
table and floor for attracting larger consumer to the restaurants.
Interior

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Restaurant will also be having a terrace equipped with long wooden tables, wooden sofas
and chairs. Even at the terrace small playground will be provided for the children at a best corner
of the terrace and will be containing age specific toys and accessories. All the rooms should be
well furnished by having all the latest facilities such as housekeeping etc. The overall
infrastructure and designing should be more attractive.
Exterior
Vintage restaurant is coming with one of the best place of East London, Stratford near
shopping center. It will be providing the consumer with an effective view of Queen Elizabeth,
Olympic park and sufficient parking places. Further, there is a sufficient space for parking so that
their guests feel comfortable. It is the best effective way through which hotel can attract more
number of people.
Functional areas
In order to carry out the present operation vintage restaurant is going to come with
cuisine such as Italian, Mexican, Portuguese, French, Romania and Indian. Each of these menus
will be translated in a proper manner and will be including different dishes for both adults and
childrens (Crick and Spencer, 2011).
Customer flows
Manager of the business will be looking after proper flow of customer within the vintage
restaurant. Proper services will be provided to each member for enhancing the overall
effectiveness of their functioning. If restaurant will be houseful in that case also proper sofa
arrangement has been made for the consumer, so that they can relax their in order to have their
meal once their turns appear (Gjerald and Oggard, 2010).
Customers with individual needs
Business has design their menu in such a way that they are able to meet the consumer
need in a most effective manner. Consumer in the restaurant will be provided with different

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cuisine as per the needs and wants. This indicates that business is in a position to provide
effective services to the customer visiting to the restaurant.
Stage 3 - Operation:
Staffing by functional areas
For starting up the operation of vintage restaurant at East London, Stratford there will be
requirement of different officials looking after various operations of the business. Restaurant will
be requiring personnel such as manager, head waiter, sommelier, cook and case workers.
Specialist qualifications
Particular

Education qualification

Manager

NVQ level certification in food and hospitality

BTEC-level 3- national certificate
18,000 to 45000 salary
3 year experience

Head waiter

NVQ-level 3
14,000 to 26000 salary
3 year experience

Sommelier

NVQ-level 3 in food and drink service

WSET-advanced certificate in wine and sprit
18,000 to 30000 salary

Cook

NVQ- level 3
5 year experience
Must know cuisine such as Italian, Mexican,
Portuguese, French, Romania and Indian.
18,000 to 30000 salary

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Case workers

Salary 8,000
Guidance based on the experience

Staffing issues related to seasonality

For carrying out the operation within the business effective employees will be employed
in vintage restaurant in order to avoid issues with respect to seasonality (Mehmetoglu and
Normann, 2013). Management will be initiating advanced recruitment for meeting out
appropriate requirement during the seasonal period.
Cultural diversity and ways to deal with conflicts
In order to carry out the operation of vintage restaurant there will be recruitment of
various employees with different cultural backgrounds. For keeping proper environment in the
business it is important to remove different conflicts arising within the employees. This aspect
can be resolved by improving communication among the staff and it can be done by carrying out
various group activities for avoiding cultural diversity within the functional operations of
restaurant.
Recruitment policies and procedures
Vintage restaurant will be recruiting different staff within business that will be having
sufficient experience of carrying out appropriate functioning within a restaurant (Baron, Harris
and Elliott, 2005). In order to select appropriate employee different test and interviews will be
initiated for selecting most appropriate personnel for carrying out operations of restaurants.
Compliance with legislation
Vintage restaurant management will be undergoing different legislation with respect to
employment in an appropriate manner. They will be looking after laws concerning payment of
wages and salary to their employees and even there will be no gender biasness.
Promotional activities

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In order to promote the activities of vintage restaurant Luxury business will be adopting
the promotional activities such as posting of their different cuisines at different social networking
sites. It is because this is one of the media where majority of the consumer visit daily (Conrady
and Buck, 2011). Even television media can be adopted for attracting the customers of London.
Management adopting these promotional activities will help them in attracting larger customer
towards their operations.
Pricing
Restaurant business is going to keep very nominal price for the cuisine offered by them to
the consumer (Law and Jogaratnam, 2005). It can be one of the strategy that vintage restaurant is
going to carry out for attracting larger consumer towards enjoying of their product and services.
3.2
There are different operational requirements for Vintage restaurant as well as they need
to set their organizational structure in order to manage their business operations more effectively.
Further, they have to decide on the organization structure that has to be adopted. It basically
involves appropriate allocation of various job roles and responsibilities. With the help of
selecting functional organization structure owner of any organization is able to include various
operations related to the finance, sales, pricing, marketing, maintenance, security, technology,
production and many more. Within this structure, they are highly focused with the
interdepartmental areas that are facing difficulties. They can properly allocate different human
resource allocation. In the given scenario, the best suitable structure for vintage restaurant is
related divisional organizational structure. By this, they can look after various services related to
the catering, business, weeding, family and also the tourists. It is the best way through which all
their customers will feel easy and convenient to have their food. Further, HR department of
company need to focus on providing appropriate training to all their workers. They need to make
appropriate plan for gathering and developing proper layout of training. In addition to this,
appropriate human resource allocation covers wide range of services such as development of
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change, maintaining the whole decorum in a most unique and the luxurious way so that the
customers will enjoy and experience something new.

CONCLUSION
It has been concluded that there is a huge development within the field of hospitality
business nowadays. It is being founded that there is positive interrelationship between hospitality
industry as well as travel and tourism industry. It can be articulated from the overall study that
there is an increasing market share for tourism industries due to the increasing number of
development. JW Marriot basically goes through horizontal integration which helps them in
enhancing their business. In addition to this, a new business plan is being developed for the
vintage restaurant which is going to start in East London, Stratford near shopping center. With
the help of following proper stages of development they can easily attract larger consumer of
London and tourist with the product and services as per their needs and wants.

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REFRENCES

Armstrong, M, and Baron, A., 2007. Human Capital Management: Achieving Added Value
Through People. Kogan Page Publishers.

Baron, S, Harris, K, and Elliott, D., 2005. Consumers as Stakeholders in Service Crises:
Perspectives from Services Marketing. Risk Management.

Beaver, A., 2005. A Dictionary of Travel and Tourism Terminology. CABI.

Brown, P., 2003. Seeking success through strategic management development. Journal of
European Industrial Training.

Chen, J. P. and Choi, Y., 2008. Generational differences in work values: a study of
hospitality management. International Journal of Contemporary Hospitality Management.

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