HOSPITALITY OPERATIONS MANAGEMENT

Hospitality is the relationship between guest and host, or the act or practice of being hospitable. Specifically, this includes the reception and entertainment of guests, visitors, or strangers, resorts, membership clubs, conventions, attractions, special events, and other services for travelers,and tourists. It means to welcome the guest, make him feel comfortable home away from home. Service can be defined as, Call those economic activities that are intangible and imply an interaction to be realised between service provided and consumed. Extensive defination by Gronroos suggests - A service is an activity or series of activities of a more or less intangible nature that normally, but not necessarily, take place in interactions between the customer and service employees. Unlike that of goods service cannot be touched or seen as it is intangible asset which can be only experieanced. Whereas goods are physical object which we can touched , carried , taken the ownership of it b ut not in the case of service. Service is a experiance which the guest carry with him whether it is a ggod one or bad one. Looy, Dierdonck, and Gemmel (1998, pp. 3-4). Hospitality is also known as the act of generously providing care and kindness to whoever is in need. Tiwari J. ( 2010, p.-4) The invention of currency and the wheel sometime in the fifth century BC are regarded as the two main factors that led to the emergance of inn-keeping and the hospitality as a commercial activity. As before the 19th century the hotels in India was run as per the western traditions. Apart from the tradition the structure of the hotel was also as per the british arcitecture. Most probabelty the food was served was of continental cusine. In 1903, the first Indian hotel Taj Mahal Palace come into existence by Jamshetji Tata. Tata group of the bussiness was in the automobile sector from the long back. As their was a specific reason the Tata group Chairman Jamshetji Tata entered into hotel bussiness. According to the source the reason was that Jamshetji was not allowed to entered into one of the Europen hotel only because he was Indian. The history of the India is very much remarkable. After the world war a number of developments taken place. The new hotels came into existence like The Ritz, The Ambassador which was also know as war babies by the industry historians. Tiwari J. ( 2010, p.-4) Evidence for Major Change in Service of food and drink in hotels:Wireless technology has brought dramatically major change in the service of food & drink in the hotel.Development in relation to service quick service , qualitative service in the hotel is possible only because of wireless technology. In the various areas this wireless communication solution is used in the hotel. Food and Drink ordering system is one of the important solution which is been used in the most of the hotel. In most of the International Hotel like J W Marriott, Radission , Four Season , use wireless techonology as a result a quick delivery of the service to the guest. Wireless Technology brought sudden big change in the service industry. Most of the guest are looking for the quick service with a no longer waiting time which is made possible because of wireless communication.

Internal co-ordination plays a vital role within the operational deparment for the smooth flow of the work. If we notice few years back their was not so much development in the Hospitality Industry in respest of service but due to indroduction of Wirelees Technology number of major changes taken place like improvement in the work efficiency , proper communication amoung the staff , good coordination etc. This techonology enables us exchange of data , text within the staff, department,guest etc. The introduction of Wireless technology in the hotels brought a major big changes which shows a good sign of development in service so as to provide execellent service to the guest. e.g Communication Badgets , Food and Drinks Ordering Systems. ( Economic Practises & Theories, 2012). Wi-Fi: Welcome to the wild world of hot Wi-fi a punch line in video- Ruckus Wireless Hospitality. By providing value added services to the guest hotels are generating more revenue. At the same time guest satisfaction is also very important apart from the revenue so, hoteliers are looking for the best services to the guest in respect of service offood ,accomodation , & drink. Use of bandwagon in the hotel are as for providing internet facility inside the guset room to the guest through Wi-fi. Also , at the public area guest , can access to the internet through Wi-fi conection. Nowadays the system called as POS (point of sale) which is widely used in the most of the hotels. This system is very much useful for the fast and easy communication medium which saves the time as well as increases work efficiency. Especially in the restaurant , pool side , various outlets in the hotels POS system is used. The Wireless communication which is very much helpful , supportive medium for the service staff in the hotel. A Mobile POS Solution: This solution brought a major changes in the Hospitality Industry. When we say about the service it may be service of food , drink , In room service etc .The Mobile POS solution is most probably used at the pool side area in the hotel. Though this area is very slow in respect of revenue but still eual importance is given to the pool area in respect of service to the guest.Their was a frquent complaints from the customer end in relation to delay in service at the pool side so , due to Mobile solution this complaint is overcomed as a result quick service to the guest without delay and the most important think that their is no cancellation of order by hte guest. The main goal behind the quick service is to provide satisfactory service to the guest , overall execellent service etc. In the case of Gaylords Hotel Mobile POS Solution brought a major change and suddenly revenue of the hotel to increased especially in the pool side area across USA. (PRNewswire, - 2012) As in the case study of Inter Continental Mark Hopkins San Francisco Improved employee communication = Improved staff perfomance=Happier guest. Their is a continously improvement in the performance of the staff in the relation to the service due to the voice solution known as handfree wireless solution. This solution which helps the staff to effectively communicate with each other. Wireless solution called as vocera is a hand free solution which can be attached to the collar or clipped at shirt pocket. This system has brought neccessary development in wireless communication says, Cantrel. This system is fully automated which is very much useful from the srevice point of the view in the hotel industry. About the Wireless solution it is a invisible system which helps to perform the work more efficiently as a result to provide a quick service to the guest. Number of development taken place in the service sector like providind butler service , doctor on call , express check in /check out , online reservation ,recharge of mobile phone etc. How future trend influence service industry:Advancement of technology which helps for the development in the country. Complicated work is simplified , life become more easy , fast in the technological world. Introduction of E-Commerce which helps the people to acess to virtual storefront through websites to do online transaction's.

Apart from this their is also exchange of data is possible by E-Commerce system. As compare to the industry like IT , Banking , Hospitality industry is to growing fastly. A number of changes has been taken place post E-Commerce in the hospitality industry. This type of system is also called as omplete solutionswhich is very much helpful in the service sector. Better customer service , improvement in productivity is possible only due to above system. Guest is anticipating for the good service , amenities , comportable stay in the hotel. Demands of the potential guest is meet by the ehospitality service which is a conveninent mode , easly accessable to the large number of the guest. In the reservation system , some of the key aspects of e- commerce is exchange of data, access to online catlog , security of bussiness etc influnced the hospitality industry. Online reservation system is very much helpful which saves the time as well as increases the work efficiency of the staff. Also, it saves the manpower as a result the cost on the man power is saved to some extent. This online reservation system is very easy to operate , which reduces the paper work but on the other hand it threatens to commoditize hotel rooms. Introduction of online reservation brought a major change in hospitality industry especially during time were the hotel bussiness shranked. Through online reservation it has made work simple to get accomodation in the hotel. This system is accessable for the mass number of people and overall more conveinent to the guest. In the case of online reservation third parties are involved as they provide more discounts , offer to the guset as a result hotel has to compete with them . So, marketing point of view this issue related to selling of room to the guest is a challenge manager has to deal. Apart from the advantages their is also some disadvantages. Nowadays, food ordering system is used in various outlets inside the hotel. This system of ordering of food & beverage which is very much important as well as helful to the service staff from the point of service. With the help of Mobile POS at the pool side it is easy to provide a quick service . But might be this system will fail due to technical issue or due to faulty error this will directly influnced the service in the future. Due to failure of system in future their will be delay in service which will be bad signal and the level of customer dissatisfaction will also high.

B & B (Bed and Breakfast) : A newly concept of B & B's in the Hotel Industry is on demand. It is a european concept in which accomodation is provided in the large family residiences. This type of service which generate a good amount of revenue to the hotel . In this concept owner who himself serves the food as well about the accomodation the guest is accomodated in the bedrooms & food is served in side the bedroom. This type of hotels are slowly coming in to the bussiness were very less people knows about the B & B 's .Those who are looking for the budget hotel or those who are price concsious for them this is a good option. Jatashankar (2009 pp. 45) As services which are providedin B & B's hotel is limited. About the room rates it is charged at reasonable rate which is very much beneficial for those looking for price for the value. The food which is served is simple with a few choices.

Raghubalan G & Raghubalan S (2010 p.6) Snow Hotel -Finland Nowadays guest are looking for something new in respect of food , accomodation etc. More people are attracted towards something new concept in the hotel because of trend in the hotel industry. So, to overcome this new demand a new concept of snow hotel come into existence. The experiance at the snow hotel is totally different , immemorable to the guest. Accomodation which is provided in the snow hotel is that bed is made up of ice , drink which is servrd in the ice glass , dinner is served on the ice table so, overall the experiance is totally different Decline in the Birth rate: According to the recent survey, the population rate in US is very low. From long back the growth of population is under control. The growth rate is not more than 2% annually. As due to shortage of workforce it will directly affects the economy of the country. Shortage of workforce which is a big problem for the hospitality industry which will affects the service sector. The industry will find difficult to survive in the long term due to shortage of workers as the hospitality industry is growing at the rate 1 to 3% per year. Thus, decline in the birth rate will results into negative impact in the service provision. The middle aging of America: As per U.S Bureau of labour statistics, there is a decline of workforce of middle age in US. It is estimated that by 2000, the number of workers within the 16-34 age bracket will have declined by 12% out of 50% in 1985. From the above data we can predict that in future their will be firther decline of more than 12% of workers within the 16-24 age bracket which will directly affects the service provision. Their will be more shortage of workforce in this age group which will create a big problem in future. As the productive workforce is between the 16-34 age bracket if this workforce will decline then it will slow down the growth of the service industry. The decline in Education: Education plays vital role for the growth of the country. It is because of education the overall growth of the individual results into growth of the business. But due to poor education system due to several reasons like lack of infracstucture , outdated education, lack of techonology which results into poor quality of workforce which will directly influence the service sector. Today hiring of quality of workforce has become major challenge in the hospitality industry. As workers are available but less knowledgable

Green sustainability hospitality which is very much helful in future to maintain the environment by reducing the amount of pollution and lowers the depletion of available natural resources. From long time it is been observed thst their is a development in the country from the technology point of view but on the other end it also affect the environment as a result it declines.Resources like water , energy , raw materials is needed for production through proper economic planing. (Engeldinger B.L, - 2011) Most of the developed country are fully globalized wheras developing country are not globalized. Number of big changes , development , taken place after globalization in the bussiness. Introduction

of technology has simplified the work in realtion to Hospitality Industry. Developments which will directly will influence the service sector in the coming years. Consumer behaviur pattern will not remain the same as compare to today. Guest will be looking for more comfort , innovative service , quick service in future.Demands of the guets will be higher , they will look for more personalized service in future. Globalization ,in future which will demand for new amenities ,gadgets ,hi-tech facilities in the hotel from the customer end. Also ,their will be more demand for fully automated facilities inside the guest room. In future the needs of the guest will me more and they will look for the quick service because in future time will be given more and more important especially in the case of bussiness traveller they will be looking for quick service, hi-tech services, more personalized service, because they will stay for short period of time in the hotel. In case of internet service their will be demand for more fast service as compare to todays service like 2G /3G Service. The demand for the electronic gadget will be also higher in the guest room from the guest point of view in the hotel. As to be a global player in the competation world in relation to the hospitalty industry their is a need for the regular study of consumer behaviour so as to maintain effectiveness in service. Though the demand in the future will be totally different as compare to todays one as their will be a new segment of customer from the different part of the world. According to the time the behaviuor of the guest will be completly change in future which will directly influnce the service sector. The study of the behaviour of guest which will helps to segment the market which will unable the hotelier to connect to the traveller who confirms reservation.

Most of the economist belives that economies report is based on sociology , ot the person . Economy of the country is good then their is a continious progress , development in the standard of living of the people as a result more income is generated. It directly affects the spending habits of the person. Demands for the consumption of goods and services is completly based on the GDP growth .If their will be slowdown in the GDP growth in the future it will directly affects the consumption habbits of the guest in the hotel. Secondly because of unemloyment , increasing population , slow down in growth which will affects the hospitality industry. In short due to less income spending will also be less as a result less demand for food , acomodation , drink in the hotel which will directly affects the revenue of the hotel. Inflation is also equally affecting the spending habits of the guest in the hotel on the food, beverages on the accomodation , other services etc. In future the service which will be provided to the guest which will be a class service , personalized service , guest room which will be provided for the accomodation will be fully automated such that the cost for the above service will be also very high depending on the situtaion in the market. So, in other words amount which the guest will spend on the food & beverage service in future which will be double as compare to today. But if their will be high unemployement , inflation , slowdown in economy , or any crisis then it will directly affects the spending of the income for the food & beverages services by the guest. It will directly affects the service industry. As their will be no disposable income person will not go for lesire activity, spend money for class service which will unaffordable for him.Due to this it will affects the hotel industry as a result hotelier has to struggle for the exiesctence in the market. They will suffer a loss because providing food & beverage service , accomodation at the lower cost which result into loss.This will affects the revenue of the hotel as service indutry will come into danger in future.The cost incurred for input will be more than that of the output. Because of inflation , Economic crisis, in future it will directly affect hospitality industry as compare to the other industry. ( Wikipedia, -2012) Their are a several reasons which rectricts the economic growth as a results development is very

slow in the developed country & weak productivity. Even the developed country is affected because of the slow economic growth as a result the demand for the goods and services are also affected. As earning of income is reduced ultimately it will results into less spending on lesirue, entertainment , travelling etc. The major reason for the less demand for the good and services are because of high rate of unemployement and slow economic growth rate as a result it affect the hotel industry. Further due to slow growth rate hoteliers hesitate to invest & hire in future. Also, due to crisis like cyclone , disasters , terrorist attack which hinders the growth of hospitality industry which is a big challenge in the service sector. In future , competition will me more their will be more challenges from the point of view of service. In the upcoming year, their will be more demands for the rooms so hotelier must be ready to meet the future demand . As the income level of the person is also increasing which will give rise to disposable income. Due to rise in disposable income person will go for travelling , lesiure, entertainment etc. At the same time their will also demand for the rooms for the accomodation in the hotel. As per the market trend their will be a demand for the service of food and beverage in the hotel. Guest will be looking for the extra service , quick service ,with a modern amenities. The demand of luxurios rooms with a full facilities inside the room with a fully automated gadgets will be on the more demand. The expectation of the demands of the guest will be more as compare to the supply in future in respect of service which will be a big impact on the service staff. In the hotel guest will be expecting a fully automated handy gadget so as to make his work simple and which will save his valuable time . The automated equipment , amenities , gadgets , which will totally work on the wireless techology but due to failure of the above system or faulty system which will be a fatal it will create a big problem as a result it will directly affect the service in the hotel.Apart from rooms their will also demand for the personalized service , for the more luxurios amenities , more extra services , entertainment program in the hotel etc. This will directly influnced the service in the coming year which will be a big challenge.

(Hotel Bussiness Reivew, 1996 -2012) Shortage of skilled manpower: Although their is a shortage of skill manpower it is a big challenge from the point of service . It directly affects the productivity of the work as well as the quality of the work. From the survey it was notice that 72% of restaturants face a problem of shortage of skill sfaff which threatns the service industry. Instead of good planing of work by the manager he fails to achieve the goal due to shortage of skill manpower . He finds it difficult to get the qualitative result from the work. Thus the overall productivity is badly affected. Accordind to the latest report of American Express Dining Insights Report 72% of the restaurants face a major problem of shortage of skilled staff in next 12 months. The shortage of the talented skill staff in the hospitality industry will be a big challenge in future. To say about the food which is served in the hotel it may be some time spoiled due to some reason but same can be rectified but in the case of service it cannot be rectified. Once service level goes down it is very difficult to come up with a good service. In short service is a key sensitive intangiable product. Their is also other issue related to service manager has to dealed with staff attitudnal problem. Issue releated to attitude of the staff which indirectly affects the service. This issue which threatns the good service in the hotel. Most of the time they will ignore their part of work and it will create a problems.The service staff will always under performed due to negative attitude. They will be careless and will not concerned about the service.A staff with a negative attitude which will clearly

will displayed in his work as a result it will affects the overall team performance. Thus, attitudnal problem is also a issue which manager has to dealed with. To achieve the goal of the organisation their is a neccessry of proper planing ,management , cordination amoung the employee within the organization. For the performance of the task their is a need for proper staffing of manpower which is a big issue which managr has to dealed with. On the daily basis manager has to do staffing according to the work lord in the hotel. Manger has to forecast the report regarding the number of guest arrival in the restuarant for the particular day according to it he as to do the staffing. But some time unexpectedly guest arrives in a large number without prior intimation so in such a situtaion the manager has to face a problem related to staffing of manpower. Due to shortage of staff he will be incapale to provide service to the guest their may be delay in the delivery of service , their may be chances of accident , no proper co-ordination among the staff as a result unsatisfactory service to the guest. Due to the less knowlagle staff related to the food & beverage or shortage of well trained staff which is a issue related to service in the hotel. The service staff with a inadequate knowledge of wine will not able to deliver a good service to the guest. They will be not able to suggest to the guest about paring of wine with the particular food. As well as poor knowledge of food will also affect the service of the food. Here due to inadequate well trained staff their may be chances of poor service to the guest. Might be the chances of wrong delivery of order to the guest or due to poor listening the order which is delivered to the guest is not as per his specification. Even sometime wrong order are taken by the service staff of food and drink or the order is delivered to the other guest then that it is to be delivered to the actual guest .Thus, above all are the issue related to the service manager has to dealed with in respect to the service.Although, the behaviour of the staff which is reflected in the service. If the behaviuor is not proper or their is a kind of casual behaviour then it will result into a negative impression in the mind of the guest. Also, SOP is set down for the work which is not followed by the service staff in respect of service which results into a major issue which Manager has to face most of the time in the hotel. Expectations of the guest are always more in relation to the service. Guest are looking for best service so that they will feel like home away from home . Today, time is very much important so guest are looking for the quick service without wating for a long time just simply sitting idle in the restuarant. So, as to meet the demands of the guest Manager are looking for the well trained staff. Selecting right person for the right job is a big task for the Manager . As it is been observed that applicants are normally of 20 years ,with only less qulification are working in a operational deparments so Manager find it very difficult to trained the staff who are having no appropriate qulification no prior experiance related to the work as a result it ultimately affects the overall team performance. It is also been notice that recent hotel management passout student are not willing to work in the industry. They are looking for the comportable job but not ready to work at the entry level as a result shortage of quality workforce which badly affects service industry. So, retaining quality of work force is also a issue which Manager has to deal with. Apart from retainig quality of workforce the issue related to motivation of staff is also a important. As it is been observed that less motivated staff under perform as a result no productivity or less efficienct of work.From the point of service of food and beverage their is a issue related to shortage of knowlagable staff. Due to lack of knowledge of wines, spirits, liquior, as well as the food the service staff is not able to provide the excellent service to the guest. It is very much important to have a good knowledge of the wines especially to do the service of French Classical Menu. So, in India their is no more demand for the French Classical Menu. Food and beverage is a major operational department in the hotel apart from front office and housekeeping. Maximum amount of revenue is generated from the Food and Beverage department. As food is a perisiable commotidty it get easily spoil if not handle properly.

During the peak operational hours work flow is very high especially at the weekends. The restaurant is overbooked so if the cover is not available and the guest is in the waiting list then the Restuarant Manager has to make neccessary arrangement without longer waiting time. In above situation Manager has to be very quick so that guest will get services quickly in respect of food and beverage. He should make sure that their is a proper coordination amoung the staff, each and every guest should given importance, quick delivery of the service, no guest should be unheared. Most of the time it is notice that their is a misscommunication amoung the staff which results into conflict. The conflict may related to the wrongly punched order by the cashier or may related to the discrepances in the bill. Sometime of the faulty system of the Micros unable to process to accept the payment made by credit card so this caused inconvince to the guest. Thus issue related to the system which Manager has to dealed with in relation of billing.Also,during the busy hours their may chances of conflicts amoung the staff, chances of accidents, no proper coordination so all of the issue Manager has to deal with in relation to service. In the case of room service their may be the issue relating to delay in service or the staff is not collecting the trays from the guest room or the guest himself keeps the soil plates outside the guest room in the corridor which results into etra work for the housekeeping person as well as it creats a bad impression in the mind of the guest ho are passing by the same corridor. Thus, irregularities in the In room service as well as delay in the clearnce of the soil plates is the issue which Manager has to deal with the service. Ragubalan G & Ragubalan S (2011 - p.244)

References : http://en.wikipedia.org/wiki/Hospitality_service. http://www.academia.edu/1160639/Current_and_Future_Trends_in_Tourism_and_Hospitalit y._The_Case_of_Greece. Http://hmghotelsblog.com/2012/06/21/2012. http://www.evancarmichael.com/Personal-Finance/3768/Changing-Consumer-SpendingHabits.html . Http:www.hospitalitymagazine.com. Http://europe.chindaily.comcn/epaper/2011-05. http://www.pageinsider.com/hospitality.iq-hub.com.sg http://en.wikipedia.org/wiki/Inflation https://www.google.co.in/#q=http://www.hospitalitymagazine.com.au&hl=en&prmd=imvns& psj=1&ei=oNiUUP3cI42GrAfzvoDgDg&start=0&sa=N&bav=on.2,or.r_gc.r_pw.r_qf.&fp=7 1e3572619302e2f&bpcl=37189454&biw=1024&bih=585

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