Investigating the Hospitality Industry · 1.2 Understand the importance of 4 The impact of the...

© Pearson Education Ltd 2009 Hospitality page 1 of 2 Level 3 Advanced Diploma Unit 1

1 Investigating the Hospitality Industry

Unit Overview The hospitality industry is ever changing and one of the fastest growing industries in the world. It employs millions of people in the UK and worldwide and generates millions of pounds every year for the UK economy. Most of us participate in hospitality activities at one time or another, whether it be eating out with friends, staying in a hotel on holiday or having lunch at school.

In this unit learners will find out about the structure of the industry, its size, its many sectors and components and the benefits it brings to the UK economy. They will also examine recent developments and trends to gain an understanding of their impact on different hospitality businesses. Finally, this unit considers the many and varied jobs on offer in the industry.

Learning Outcome Topic

1 Introduction to the unit, assessment and the hospitality industry

2 The size and scope of the industry

1.1 Know the composition and size of the UK hospitality industry

3 The sectors of the industry

4 The impact of the hospitality industry 1.2 Understand the importance of the UK hospitality industry to the UK economy 5 The benefits of the hospitality industry to the UK

6 Identifying trends 1.3 Understand how trends are affecting the UK hospitality industry 7 The influence of trends

8 Careers in the hospitality industry 1.4 Know the range of employment opportunities in the hospitality industry in the UK and worldwide

9 The pros and cons of working in the industry

10 Making career choices 1.5 Be able to make career choices in the hospitality industry

11 Matching skills to different job roles


Learning Outcome Topic

12 Identifying methods of research 1.6 Be able to use research methods and sources to explore the hospitality industry and trends within it.

13 Using research methods to explore hospitality issues

How this unit will be assessed This unit is externally assessed.


Unit 1: Investigating the Hospitality Industry

Guided Learning Hours: 30

Learning Outcome

Topic Topic Coverage Suggested Delivery Methods Resources Teacher Guidance/Hints and Tips

1 1 Introduction to the unit and the hospitality industry

Explain unit aims and objectives. Explain scheme of work and assessment strategy. Identify the different organisations that make up the hospitality industry. Identify the different sectors of the hospitality industry.

Whole class teaching Explain the unit aims and objectives.

Explain scheme of work and assessment strategy.

Ask learners to list all the components of the hospitality industry.

Ask learners to identify what area of the industry they want to work in.

Group activity

Complete a hospitality quiz (Activity 1).

Feed back and discuss answers. Paired work

List all the outlets providing hospitality in the local area.

Put them into sectors of the industry.

Classroom facilities e.g.: Smart/whiteboard PowerPoint projector OHP Flipcharts Scheme of work Activity 1

Questions to prompt discussion might include:

What is the hospitality industry? Where can you eat, drink and sleep away from home?

Why do you eat, drink and sleep away from home?

Ask learners about their own experiences of the industry. Display a diagram of the structure of the hospitality industry and talk through the different parts. The quiz can be used as a discussion point. Get learners to ‘guess’ the answer as this will make the right answers more amazing to them.


Learning Outcome


1 2 The size and scope of the industry

Understand why it is important to study data about the industry. Determine the size of different sectors of the industry.

Whole class teaching Ask learners why it is important to know the size of the industry.

Discuss who would be interested in knowing the information.

Prepare for visit. Paired work

Using Internet, trade press and other sources carry out a research activity.

Choose one sector of the industry and prepare graphs/charts showing revenue earned and staff employed.

Share information with the rest of the class.

Classroom facilities e.g.: Smart/whiteboard PowerPoint projector OHP Flipcharts Scheme of work

Questions to prompt discussion might include:

Why do we gather statistics on different industries?

What information are we trying to find out?

Learners could be given some previously prepared statistics from different sectors of the industry and asked to prepare graphs, tables, etc. The work could be shared among the class and used for future lessons and revision. The teacher/tutor could also discuss the reliability of statistics with learners.

1 2 The size and scope of the industry: visit

Identify the differences in the range of hospitality businesses.

Whole group activity Visit to hospitality outlets in the area e.g. hotel, contract catering operation, hospital catering operation, fast-food outlet, catering operation at a local football stadium, school meals operation.

Individual task

Learners to ask questions and to make notes on what they find out.

Classroom facilities e.g.: Question sheets

The visit should include a ‘behind the scenes’ look at the hospitality premises. It should allow the learners to identify different departments, customer groups, job roles, nature of work.


Learning Outcome


1 2 The size and scope of the industry

Appreciate the full diversity of the hospitality industry.

Whole class teaching Ask learners what they gained from the site visits.

Explain that the session will prepare the learners for implementing a survey of local hospitality businesses and operations.

Ask learners how they might go about identifying what different hospitality businesses/operations are active within the local community.

Feed back group activity. Small group activity

Learners to decide what sort of information would be useful to include within their survey, such as: size of business, location, types of customers, cost, ownership e.g. independent or part of a chain.

Identify all the products and services that will be used during their break.

Classroom facilities e.g.: Smart/whiteboard PowerPoint projector OHP Flipcharts Scheme of work

Questions to generate a discussion on the visit could include:

What job roles were identified? What was it like to work in the different premises?

What services were being offered and who were they targeted at?

Learners should share their ideas to construct a suitable survey by the end of the lesson.


Learning Outcome


1 3 The sectors of the industry: hotels in the UK

Identify the range of hotels operating in the UK. Understand how hotels manipulate their products to appeal to different customer types.

Whole class teaching Discussion on survey. Learners to state two things they learned.

Individual tasks

Types of hotel. Learners to complete Activity 2 – Hotel companies.

Paired activity

Learners to complete Activity 3 – The range of hotels in the UK.

Prepare a 3–4 slide presentation on their answers to Activity 2, question 4.

Share presentation with the rest of the group.

Classroom facilities e.g.: Smart/whiteboard PowerPoint projector OHP Flipcharts Scheme of work Internet Leaflets or brochures from local accommodation providers

Activity 2 Activity 3

To generate discussions on hotels, ask learners:

to name some hotel groups which hotel group they would like to work for and why

if they have visited, stayed or eaten at any hotels, and what their experience was.


Learning Outcome


1 3 The sectors of the industry: contract catering and hospitality services

Understand the difference between contract catering and hospitality services. Identify the industries in which each sector of the industry operates.

Whole class teaching Discussion on last week’s activity. Learners to state two things they learned.

Ask learners to define contract catering and hospitality services.

Brainstorm where each sector operates in the area.

Explain the different types of contract operated in contract catering.

Individual task

Learners to complete Activity 4 – Contract catering and hospitality services, questions 1 and 2.

Paired work

Learners to research a contract company on the Internet (question 3).

Prepare a 3–4 slide presentation to include size, type of ownership, type of contract.


Classroom facilities e.g.: Smart/whiteboard PowerPoint projector OHP Flipcharts Scheme of work Internet Activity 4

Ask learners about their own experiences of contract catering. To show the exciting side of the industry show examples of jobs in areas like defence, events (e.g. running the BRIT Awards at Earls Court) and sports stadiums.


Learning Outcome


1 3 The sectors of the industry: licensed trade and restaurants

Understand the structure of the pub and bar industry. Understand the structure of the restaurant industry.

Whole class teaching Discussion on last week’s activity. Learners to state two things they learned.

Describe the structure of the restaurant, pub and bar sectors of the industry.

Paired work Learners to complete Activity 5 – The restaurant sector and Activity 6 – Pubs and bars.

Prepare a 3–4 slide presentation on findings.


Classroom facilities e.g.: Smart/whiteboard PowerPoint projector OHP Flipcharts Scheme of work Internet Activity 5 Activity 6

Learners could work in two large groups, with half the class researching restaurants (Activity 5) and half researching pubs and bars (Activity 6). Their findings can be shared with each other for research purposes. To ensure they read each other’s work, tell them there will be a quiz the following week. Use the definitions provided by People 1st in their Industry Profile reports to explain the structure of each sector.


Learning Outcome


2 4 The impact of the hospitality industry

Identify the impact the hospitality industry can have on the area in which it operates. Understand the importance of the hospitality industry to the UK.

Whole class teaching Question and answer session on the pub and restaurant sectors.

Identify the benefits that hospitality brings to the area.

Brief learners on next week’s talk. Group activity

Ask learners to complete Activity 7 on the impacts of hospitality.

Individual tasks

Learners to draft a letter that identifies the reasons why hospitality is important to the UK.

Prepare questions for next week’s talk.


Discussion could examine how the global financial situation impacts on business e.g. value of the dollar to sterling impacting on the number of US tourists coming to the UK. Ask learners:

What would happen if all the hospitality outlets in the area closed down?

Who uses the hospitality outlets identified in session two?

Write each group’s answers on the board for discussion. Teacher/tutor should highlight where this information comes from e.g. reports by British Hospitality Association, People 1st. Also a good opportunity to highlight the role of these organisations.


Learning Outcome


2 5 The benefits of the hospitality industry to the UK

Understand the importance of the UK hospitality industry to the UK economy.

Whole class teaching/Guest speaker Presentation and discussion about the value of the industry to a particular area.

Individual task

Learners to ask questions and take notes.

Paired activity

Prepare a 3–4 slide PowerPoint presentation identifying the importance of the industry to the UK economy.


A speaker from the local council would be able to provide learners with an overview of the industry in the whole area.


Learning Outcome


6 12 Identifying methods of research

Identify a range of research methods. Use research methods and sources to explore the hospitality industry and trends within it.

Whole class teaching Brainstorm what research methods are available.

Discuss the advantages and disadvantages of each one.

Discuss bad practice of copying and pasting.

Paired work

Give the learners an exercise that requires them to use a range of methods of investigation to investigate a variety of outlets in the hospitality industry.

Feed back answers and discuss information sources.

Classroom facilities e.g.: Smart/whiteboard PowerPoint projector OHP Flipcharts Scheme of work Internet

Learners may benefit from completing the tutorial at http://www.vts.intute.ac.uk Ask learners how we can recognise copied and pasted articles from the Internet. Show them an example and how easy it is to find.

6 13 Using research

methods to explore hospitality issues

Use research methods and sources to explore issues within the hospitality industry. Recognise that there are good and bad websites.

Whole class teaching Quick quiz on research methods.

Paired work

Carry out a research exercise within a set time limit, for example learners could research the ‘impact of the smoking ban on the licensed trade’.

Report back on the information they found and the research methodology used.


It might be possible to link the research activities to assessments from other units.


Learning Outcome


3 6 Identifying trends

Identify the trends impacting the hospitality industry. Understand how the hospitality industry is affected by these trends.

Guest speaker Question and answer session on the trends affecting their business. Set a challenge to the learners to come up with an idea of how to adapt to a challenge.

Individual task

Learners to ask their question and make a note of the answer.

Small group activity

Learners to work on Activity 10 –Employer challenge, in small groups.

Feed back their solution to the challenge.

Discuss as a class. Activity 11 – Recent developments in hospitality.

Classroom facilities e.g.: Smart/whiteboard PowerPoint projector OHP Flipcharts Scheme of work Internet Activity 10 Activity 11

Learners should consider the key elements within a SWOT analysis e.g. a business considering what its strengths are – good staff, good reputation, good financial standing, and its weaknesses – need for refurbishment, high staff turnover.

Could also refer to how the PEST analysis provides information regarding opportunities and threats.


Learning Outcome


3 7 The influence of trends

Identify the trends impacting the hospitality industry. Understand how the hospitality industry is affected by these trends.

Whole class teaching Ask learners to write the definition of a trend.

Discuss answers. Brainstorm current trends in the industry.

Review current trends in hospitality. Brief learners on guest speaker. Introduce learners to concept of PEST analysis.

Tell the learners that from now on they will be starting the lesson with a discussion or quiz about hospitality stories in the press that week (a weekly round up).

Group activity

Activity 9 – Factors impacting the industry.

Feed back each group’s answer to the rest of the class.

Paired activity

Discuss case study and feedback to rest of class.


Emphasis should at first be placed on the local picture. Learners could brainstorm and identify what factors in the local area impact on the success of the local hospitality industry. Draw out from learners issues such as the local employment situation and the impact on the amount of money people can spend, changing demographics, growing emphasis on healthy eating – impact on fast-food outlets, the need to operate responsibly, government’s view of the industry. The case study could be completed as homework.


Learning Outcome


1,2,3 Revision 1 Test learners’ knowledge of the topics covered so far in this unit.

Whole class teaching Work through topics covered so far. Provide assessment and guidance and remedial action if necessary.

Small group activity

Play a Trivial Pursuit type game to test learners’ knowledge.

Classroom facilities e.g.:

Smart/whiteboard PowerPoint projector OHP Flipcharts Scheme of work Internet

Discuss exam techniques with the learners and identify the classic exam errors.

1,2,3 Revision 2 Test learners’ knowledge of the topics covered so far in this unit.

Whole class teaching Brief learners on employers’ forum.

Individual tasks

Complete practice exam paper. Peer marking of papers followed by feedback/discussion.


The test should be completed under exam conditions. Learners could set themselves individual targets based on their results.


Learning Outcome


4 8 Careers in the hospitality industry: 1

Identify the range of employment and career opportunities in the hospitality industry in the UK and worldwide.

Whole class teaching/ Guest speaker Organise an employers’ forum. Invite representatives from different sectors of the industry to give short presentations on job and career opportunities.

Paired activity

Learners to gather information about careers from each employer presentation.



If it is not possible to arrange an employers’ forum, learners could be taken on visits to talk to staff or they could carry out research using the Internet. Although the forum takes a lot of organising, learners may be able to gain information to help them with other aspects of their course. The local EBP or Hoteliers Association may support you.

4 8 Careers in the hospitality industry: 2


Whole class teaching Quiz/discussion. Learners to give feedback on the employers’ forum.

Go through answers to employer quiz.

Ask learners to list reasons why the hospitality industry is a good place to work.

Examine the importance of good staff.

Paired activity

Learners carry out Activity 12 – A career in hospitality.

Feed back findings to class and discuss differences between each sector.


Smart/whiteboard PowerPoint projector OHP Flipcharts Scheme of work Internet Activity 12

Learners could identify the range of job roles that they are familiar with and the tasks allocated to those roles. Discussion should also highlight how the nature of the jobs is greatly dependent on the needs of the business. Use examples such as the role of a chef in a 5* hotel as compared to the requirement of the role within a hospital kitchen. Learners should also be encouraged to research overseas jobs.


Learning Outcome


4 9 The pros and cons of working in the industry: 1


Whole class teaching Quiz/discussion. Look back at data on the number of people employed in the hospitality industry.

Discuss career opportunities and aspirations.

Identify different job roles needed to run a business.

Individual task

Activity 13 – Employee statistics.

Classroom facilities e.g.: • Smart/whiteboard

PowerPoint projector OHP Flipcharts Scheme of work Internet Activity 13

Ask learners why we gather data on employment. Discuss their findings. For example, discuss why there are such low skills levels in some sectors. Ask learners if they have found a sector which appeals to them.

4 9 The pros and cons of working in the industry: 2


Whole class teaching Quiz/discussion. Ask each learner to identify three things their research has taught them about working in the hospitality industry.

Discuss answers. Small group activity

Research an appropriate hotel. Draw up an organisation chart for the business.

For each role identified briefly describe the different responsibilities of the staff.

Share findings with the group.


Ask learners to re-form into the small groups used to develop the business ideas. Ask them to consider the different sorts of job roles needed to run the business. They should consider the nature of the business e.g. if it is a high-class restaurant, then a high number of waiting staff may be needed to deliver attentive service.


Learning Outcome


5 10 Making career choices: 1

Identify the skills and qualities needed to work in the hospitality industry.

Whole class teaching Quiz/discussion. Ask learners to define the term ‘employability’.

Brainstorm employability skills needed to work in the hospitality industry.

Individual task

Activity 14 – Qualities and skills.

Paired work Identify skills needed for three job roles (manager, supervisor, operations) in different sectors of the industry.

Produce a fact sheet. Share answers with the rest of the class and discuss differences.


Smart/whiteboard PowerPoint projector OHP flipcharts Scheme of work Internet Activity 14

A guest speaker could deliver a presentation that describes the employment roles found within the business in which they work. The fact sheet should describe the different job titles associated with the role, a description of the common tasks, a statement highlighting where the job is adjusted to reflect the sub sector.




Whole class teaching Quiz/discussion. Lead discussion on the benefits of qualifications.

Paired work

Learners to research the qualifications needed for a range of job roles.

Find a career profile for at least one job role.

Discuss findings in class.



The learners should then present the information in the form of a panel, the total range of panels providing a class-based ‘jobs fair’.



Whole class activity Quiz/discussion. Brainstorm the benefits of working in the hospitality industry.

Ask learners to identify the sector they feel offers the most opportunity.

Group activity

Learners to explore the range of qualifications that would be appropriate to the range of job roles.



Learners can discuss the way in which organisations develop the skills of their staff. The activity should require that learners make enquiries with the Connexions service and other similar bodies, local colleges and universities.


5 11 Matching skills to different job roles

Match learners’ own skills to skills needed in different job roles. Recognise learners’ own strengths, opportunities and threats.

Whole class activity Quiz/discussion. Recap skills needed to work in industry.

Individual tasks

Learners to choose a job they would like to do in the industry.

Review their own skills for that job. Activity 15 – A SWOT analysis.

Paired work

Identify development requirements with a peer.


Smart/whiteboard PowerPoint projector OHP Flipcharts Scheme of work Internet Activity 15

The final four weeks of study should be dedicated to revision and the exam.


Unit 1: The impact of hospitality

Unit: 1 Investigating the Hospitality Industry

Topic: 4 The impact of the hospitality industry

Aims Identify the impact the hospitality industry can have on the area in which it operates.

Understand the importance of the hospitality industry in the UK.

Timing Teacher Activity Learner Activity Resources Individualised

Activity/Differentiation Personal Learning and Thinking Skills

5 mins Display learning outcomes on board. Listen. Whiteboard/ Smart board

Effective participator

5 mins Recap session about the pub and restaurant sector in the UK through question/answer discussion.

Join in discussion about UK pub and restaurant sector.

Whiteboard/ Smart board


15 mins Ask learners to brainstorm the benefits the industry brings to the local area. Give hints to help learners establish a list.

Group work to make a list. Share list with other groups in class. Answer targeted questions (if the list is not complete).


More able learners can be group leaders for the brainstorm activity.



Timing Teacher Activity Learner Activity Resources Individualised Activity/Differentiation

Personal Learning and Thinking Skills

10 mins Introduce Activity 7 – The impact of hospitality. Read through with learners, asking questions to ensure their understanding.

Discuss activity 7 then complete tasks.



30 mins Assist as needed. Complete activity either individually or as part of a small group.

Whiteboard/ Smart board Flipchart paper and pens

Activity 7 can be done as an individual exercise or by learners working in small groups. More able learner can be group leaders.


15 mins Gather answers and lead discussion. Contribute to discussion and answer targeted questions.

PowerPoint presentation

Creative thinker

15 mins Ask learners to draft a letter identifying the reasons why the hospitality industry is important to the UK.

Draft letter to review learning. Paper and pen or computer

Reflective learner

5 mins Display example of letter/main points that should have been covered.

Check against own draft of letter.


Reflective learner

15 mins Brief learners about industry visit and ask them to write two questions about the visit.

Listen. Think about visit and write relevant questions.


Creative thinker

5 mins Collect questions. Summarise learning.

Listen. Answer targeted questions.

Whiteboard Effective participator


Topic: 1 Introduction to the unit, assessment and the hospitality industry

Ac

tiv

ity

1


Activity 1 – Size of the hospitality industry in the UK quiz Completing the following table will give you an idea of the size of the hospitality industry in the UK. 1. List the different sectors of the hospitality industry.

2. How many people does it employ? 3. Which sector of the hospitality industry is the largest employer?

4. How many licensed premises are there in the UK?

5. Name the five largest hotel groups in the UK.

1 2 3 4 5

6. Name the restaurant and hotel brands operated by the following companies: a. Whitbread b. Intercontinental Hotels c. The Restaurant Group

a. b. c.

7. How much is the most expensive hotel room in the world?

8. What type of organisation is Best Western?

9. What type of company is the Compass group?

10. Name the government department in charge of travel and tourism in the UK..


Topic: 3 The sectors of the industry

Ac

tiv

ity

2


Activity 2 – Hotel groups

1. Find out the following information for each of the hotel groups listed below. Number of hotels in the group. Number of hotels operating in the UK. Number of rooms in total.

Hilton Express by Holiday Inn Four Seasons

Marriott Holiday Inn Hotel du Vin

Macdonald Novotel Malmaison

Intercontinental Ibis Premier Inn

Ramada Crowne Plaza Ritz Carlton

Raddisson Edwardian Best Western

2. In what ways does the Best Western group of hotels differ from the other hotel groups listed?

3. What do the following hotel groups have in common? Ibis and Novotel Intercontinental and Holiday Inn.



Ac

tiv

ity

3


Activity 3 – The range of hotels in the UK

Using leaflets, brochures and the Internet, answer the following questions:

1. How are hotels classified in the UK? List the types below.

2. What is the most expensive type of accommodation (on average)?

3. What is the cheapest type of accommodation?

4. How might a customer looking for accommodation be assured that the accommodation on offer is of a suitable quality?

Activity continued …

Ac

tiv

ity

3


1. Look at the websites of the following hotel companies and, using two of them, answer the questions below:

www.hilton.co.uk

www.ichhotelsgroup.com/holiday-inn

www.devere-hotels.com

www.premierinn.com

www.savoy-group.com

www.ibis.hotel.com

a. How would you classify the hotels in each group?

b. Which particular market do you think each hotel group is trying to attract?

c. How do they use their website to attract these markets?

d. What impression does the website give you of each company?


Ac

tiv

ity

3


e. Identify the information that can be found on each website.

f. Explain the different rates that can be found on each website.



Ac

tiv

ity

4


Activity 4 – Contract catering and hospitality services

1. Explain the difference between the contract catering and hospitality services sectors of the hospitality industry.

2. List the organisations in your area that provide contract catering or hospitality services to their customers, guests or staff.

a. Contract catering

b. Hospitality services


Ac

tiv

ity

4


3. Visit the Compass website at www.compass-group.com and answer the following questions:

a. What sectors of the industry does Compass cater for?

b. Identify the Foodservice Brands they operate.

c. How many countries of the world do they operate in?

d. How many people do they employ?



Ac

tiv

ity

5


Activity 5 – The restaurant sector

A table showing the top 20 restaurant chains in the UK in 2008

Rank Owner 2008 0utlets

Selected brands

1 Mitchells & Butlers 728 Harvester, Toby, All Bar One, Vintage Inns,

2 Gondola 575 PizzaExpress, Ask, Zizzi

3 Whitbread 398 Beefeater, Brewers Fayre, Table Table

4 Bay Restaurant Group 381 La Tasca, Slug & Lettuce, haha bar & grill

5 Spirit Group 344 Chef & Brewer. Two for One, Family

6 The Restaurant Group 336 Frankie & Benny's, Garfunkels, Chiquito

7 Tragus 267 Café Rouge, Bella Italia, Strada

8 Greene King 238 Hungry Horse, Loch Fyne

9 Nando's 190 Nando's

10 Little Chef 179 Little Chef

11 Wimpy 178 Wimpy

12 Prezzo 135 Prezzo, Ultimate Burger, iMMO

13 Paramount 75 Chez Gérard, Caffè Uno

14 Clapham House 74 Tootsies, Gourmet Burger Kitchen

15 Wagamama 59 Wagamama

16 Town Centre Restaurants 58 Auberge, Café Giardino, Azzuro

17 Orchid Pubs 44 Oriental, Jim Thompson, Contemporary Carvery

18 Carluccio's 39 Carluccio's

19 YO! Sushi 33 YO! Sushi

20 Individual Restaurant Group 30 Piccolino, Zinc, Bank

Source: www.caterersearch.com / catering trends and hospitality data

Choose three restaurant groups from the table above and prepare a PowerPoint presentation showing:

company background (type of ownership, brief history, revenue) type of restaurants (family, fine dining, fast food, traditional, ethnic) style of restaurant (menu, style of service, price, location).



Ac

tiv

ity

6


Activity 6 – Pubs and bars

Britain’s pubs are right at the heart of every community in the country. They are a much loved part of our national culture, celebrated at home and abroad, and attract many visitors to Britain. Every week, around 15 million people socialise in the nation’s pubs. Most are small businesses, run by tenants, lessees and owners, and together they employ over 600,000 people. Today’s pub is as much about food as drink. More than 80 per cent of pubs serve food, catering for every taste. That’s over 1.1 billion meals per year.

Source: www.beerandpub.com

Pub Ownership

Pub ownership falls into one of the following categories:

Managed Houses – these are owned by a pub company or a brewery, and employ salaried managers and staff.

Tenanted/Leased Pubs – these are owned by a pub company or a brewery which receives rent from the licensee who runs the premises as their own business.

Freehouses – these are owned and managed by the licensee.

Questions

1. Which is the largest pub company in the UK?

2. Which is the largest pub-owning brewery?

3. Give an example of a managed house, tenanted pub and freehouse in your local area.


Ac

tiv

ity

6


4. Choose a pub company operating in your local area and answer the following questions:

a. What types of pub do they operate (e.g. local, themed, dining)?

b. Describe each of their brands.

c. Explain how they use each brand to attract different types of customer.


Topic: 4 The impact of the hospitality industry

Ac

tiv

ity

7


Activity 7 – The impact of hospitality

There is to be a major new development in Swannington, a small village in Wales. The international hotel group Superior Inns is to build a new £50 million resort. It will include a hotel/self-catering complex with a swimming pool, spa, conference and banqueting facilities, three restaurants, a coffee shop, a nightclub and two bars.

Questions

1. Imagine yourself as a guest at the complex. Make a list of:

a. all the things you could pay for during your visit if you went there with a family group.

b. the products and services you might buy from other businesses in Swannington.

c. the staff you might encounter on your stay.

d. the local businesses that might supply their goods and services to the resort.


Ac

tiv

ity

7


2. Now, imagine you are the local politician in Swannington. Write a short speech that spells out the good things the development will bring to the village.


Topic: 13 Using research methods to explore hospitality issues

Ac

tiv

ity

8


Activity 8 – Research activity

Use all the research facilities at your disposal to complete the following task.

You are requested to find and review two useful websites on one of the topics listed below.

Greening the hospitality industry. The impact of the smoking ban. Olympics 2012 – Will it be good or bad for the country?

Don’t just put up the first websites that you come to, but spend some time looking at a number of different sources prior to selecting the two that you think are the best. Once you have selected the websites, review them briefly and present in a Word document following this model.

Give the exact web address. Identify any particular feature or strength of the site (e.g. 'really clearly

explained'; 'lots of other good links'; ‘attractive pictures'; ‘easy for a beginner to computers to use' etc.)

State three things you learned from the website. Here’s an example:

1. http://www.culture.gov.uk/about_us/2012_olympic_games_and_paralympic_games/

default.aspx

2. This is a good general source of information about the Olympic bid, but only gives information on the positive aspects of the Olympics.

3. Three things learned:

Key stakeholders in the Olympic bid include: the London Organising Committee of the Olympic Games and Paralympic Games, the Olympic Delivery Authority, the Mayor of London and the British Olympic Association.

Up to 70,000 volunteers from around the UK and across the world will be needed for the 2012 Olympic Games and Paralympic Games.

In 2012, London will welcome more than 23,000 competitors and officials from more than 200 countries.


Topic: 7 The influence of trends

Ac

tiv

ity

9


Activity 9 – Factors impacting the industry

It is very important that hospitality organisations consider the external business environment in which they operate so that they can plan for the future.

A PEST analysis is a tool used by businesses to analyse the external environment.

Complete a PEST analysis for a hospitality organisation in your area in the space below.

Political

e.g. Will government policy influence laws that regulate or tax the organisation? What is the government’s support for the industry?

Economic

e.g. What impact will interest rates have on the organisation? What is the state of the economy?

Social/cultural

e.g. What is the public’s attitude to the industry? Demographics of the area. Consumer tastes.

Technological

e.g. Does technology give the organisation a chance to communicate with customers in another way? Does it improve the efficiency of the company?


Topic: 6 Identifying trends

Ac

tiv

ity

10


Activity 10 – Employer challenge

Below is a list of issues facing hospitality managers. Pick one issue to research and answer the questions related to it.

Staff issues The Budget Responsible drinking Business ethics

Staff issues Why do hospitality organisations sometimes find it difficult to recruit

employees? Identify one advantage and one disadvantage of companies offering their

own qualifications to their staff. Explain how the following factors will impact recruitment issues in the

hospitality industry: a. The minimum wage b. The new immigration laws

Use these websites to help you with your research.

www.caterersearch.com – Caterer and Hotelkeeper www.people1st.com – People 1st (the skills sector council for

hospitality, travel tourism and leisure) www.bha.org.uk - British Hospitality Association

The Budget What was the industry’s view on the latest Budget? Why does the government tend to tax alcohol so heavily? State two ways the government could support the hospitality industry

through a budget.

Use these websites to help you with your research.

www.caterersearch.com www.bha.org.uk www.bized.co.uk – A business and economics service for learners and

teachers/tutors


Ac

tiv

ity

10


Responsible drinking What measures are the Government taking to deal with the levels of

irresponsible drinking in this country? What are the industry’s views on these measures? Suggest three measures local authorities could take to combat binge

drinking in their city or town.

Use the following websites to help you with your research.

www.culture.gov.uk – Department for Culture, Media and Sport (responsible for the Licensing Act 2003)

www.publican.co.uk www.caterersearch.com

Business ethics Define the term ‘ethical dilemma’. Identify an ‘ethical dilemma’ that hospitality managers might face. Suggest how you feel the dilemma can be dealt with.

Use the following websites to help you with your research.

www.catersearch.com www.bized.co.uk www.whitbread.co.uk www.ichotels.co.uk



Ac

tiv

ity

11


Activity 11 – Recent developments in hospitality

This activity requires you to work in small groups to investigate recent developments in the hospitality industry. Each group will work on one theme from the following sectors:

budget hotels fast food pubs contract catering events.

At the end of the activity, you will be asked to take part in a whole group discussion of your findings. Finally, each small group will be required to hand out to all others in the class a word-processed account of your research findings.

To complete the activity, answer the following questions:

1. Identify the key players in your chosen sector.

2. Explain how one company in the sector has adapted their product in recent years to meet the needs of the customer.


Ac

tiv

ity

11


3. Describe three trends that are impacting the sector at the moment.

4. How do you think the sector should develop their products and services to deal with one of these trends?

The following websites may help you with your research.

www.bha.org.uk www.bii.org – British Institute of Innkeeping www.bized.ac.uk www.caterersearch.com www.culture.gov.uk


Topic: 8 Careers in the hospitality industry

Ac

tiv

ity

12


Activity 12 – A career in hospitality

Select two jobs in the sector of hospitality that interest you and carry out further research as follows:

1. Read the information which is available about these jobs on the Internet.

2. Find stories of how real people got into similar roles.

3. Describe how the individuals got into the jobs in the first place; the qualifications they took and their career path.

4. Gather information about the advantages and problems associated with working within these job roles.

5. Share the information gathered with the rest of your class.


Topic: 9 The pros and cons of working in the industry

Ac

tiv

ity

13


Activity 13 – Employee statistics

People 1st has carried out a great deal of research on employment within the hospitality industry and published a number of reports that reveal their findings.

Using the ‘Industry Profile’ section of the People 1st website (www.people1st.co.uk), answer the following questions:

1. How many people work in each of the following industries?

Hotels

Pubs, bars and nightclubs

Restaurants

Contract food services

Hospitality services

Prepare a graph to show your findings.

2. Which of the above sectors has the lowest qualification profile?

3. Which of the above sectors has the highest qualification profile?

4. What are the main occupations of people working in the following sectors?

Contract food services

Hotels

Pubs, bars and nightclubs

5. What percentage of the hospitality workforce is self-employed?


Topic: 10 Making career choices

Ac

tiv

ity

14


Activity 14 – Qualities and skills

Qualities

List below the qualities required to work in the front line of the hospitality industry.

Employability skills

Go to www.cbi.org.uk/employabilitysurvey to discover what the CBI considers as the most desired employability skills.


Topic: 11 Matching skills to different job roles

Ac

tiv

ity

15


Activity 15 – A SWOT analysis

A personal SWOT analysis is a useful tool for:

identifying your Strengths and Weaknesses examining the Opportunities and Threats that you face.

Strengths

• What skills or experience do you already possess?

• What do you do well? • What do other people see as being your

strengths?

Weaknesses

• What could you improve on? • What do you do badly? • What should you avoid? • Do other people consider you to have

weaknesses that you do not agree with?

Opportunities

• What resources are available to you? • What networking opportunities do you have? • Are there any other learning opportunities in

addition to those offered by your course?

Threats

• What obstacles do you face? • Could any of your weaknesses seriously

threaten your opportunities? • Do you have past experience of trying and failing

to achieve goals? How might this affect you?



Case

Stu

dy

1


Case Study 1 Brooks Hotel

Background

Brooks is a large Georgian house that has been a hotel since 1921, when it was sold with its contents of George III furniture, carpets and paintings by Lord and Lady Addle. The owners purchased the hotel and its complete contents in the late 1960s and built onto the hotel, increasing the number of rooms available to 56. There are extensive grounds around the property including an ornamental walk through the forest, a formal garden and a more modern Italian garden.

The guests are not only offered luxury inside the hotel but also the opportunity to enjoy a true country house atmosphere with fishing and shooting on managed land as well as a nine-hole golf range. The hotel is very popular with American tourists.

It is located in the heart of Liverpool, which has had an enormous tourist boost as the European City of Culture for 2008.

The hotel has just received planning permission for another extension for 40 additional rooms, a spa and conference centre.

Tasks

1. Read the attached information about Liverpool and carry out research on the Internet to identify the benefits of ‘Liverpool 2008’ to the city’s hospitality industry.

2. Produce a PEST analysis for the hotel that pays particular attention to the hotel’s potential for growth.

3. Based on your investigations, make recommendations as to whether you feel the conference centre should be built.

4. Explain why events in tourism have an impact on the hospitality industry in the UK.

Case Study continued …

Case

Stu

dy

1


Liverpool 2008

IT'S HAPPENING IN LIVERPOOL!

Liverpool is a remarkable city with a proud history. And 2008 marks the beginning of an incredible new chapter in the city's story.

The city is the European Capital of Culture 2008, paving the way for a massive 12-month celebration of the best in the arts, sport, music, heritage and culture.

A modern, cosmopolitan, forward-thinking city, Liverpool is also steeped in history. From its birth as a city in 1208, through to its growth to one of the world's most famous port cities and the 'Second city of the Empire'; and from its economic downturn after the First World War, to its current renaissance, the Liverpool story is never anything less than enthralling.

Liverpool has a proud maritime heritage and a world-class waterfront. The majestic River Mersey and the iconic buildings which surround it set Liverpool apart from any other European city, and attract visitors from all over the world.

Liverpool boasts more Grade I and II listed buildings than any other British city after London. It also has some of the finest modern architecture in Europe. Its world famous skyline, defined by the Three Graces - the Royal Liver Building, the Cunard Building and the Port of Liverpool have helped make Liverpool a World Heritage Site, joining an elite group including The Pyramids at Giza, Stonehenge and the Great Wall of China.

Regeneration is accelerating at an astonishing rate in the city, with more than £3bn being invested in major projects, which are changing the face of the city forever.

Liverpool is a leader in the arts field, and birthplace to a wealth of art, music and literature pioneers. This fine artistic heritage is celebrated in its stunning museums, galleries and music venues.

And it is a centre of sporting excellence. Home of the world-famous Liverpool FC and Everton FC, Liverpool is far more than just a football city, leading the way in a range of sports, including boxing, racing, tennis and athletics.

At the heart of it all is the city's most valuable cultural asset, its people. Liverpool's vibrant, diverse communities are helping us deliver a spectacular Capital of Culture year which is 'quintessentially Liverpool'.

Case Study continued …

Case

Stu

dy

1


There's so much to discover in Liverpool, a city which has been a cultural beacon for centuries. European Capital of Culture 2008 gives us the chance to share its unparalleled cultural offer with the whole world. And with nearly two million extra visitors expected to visit this year, there's never been a more exciting time for the city.

Source: http://www.liverpool08.com/about/


Unit 1: Investigating the Hospitality Industry Learning Outcome

Resource Comment

Books Barrows, C. and Powers, T. Introduction to the Hospitality Industry, 7th Edition. John Wiley and Sons, 2008. ISBN 047028545 Brymer, R. Hospitality and Tourism: An Introduction. Kendall Hunt, 2006. ISBN 0757531059 Eberts, M., Brothers, L. and Gisler, A. Careers in Travel, Tourism and Hospitality, 2nd Edition. McGraw-Hill Education, 2006. ISBN 007144856X James, N., Barber, J. and James, S. Catering, Hospitality and Tourism, 10th Edition. CV Publications, 2005. ISBN 1904727905 Jones, P. An Introduction to Hospitality. Thomson Learning, 2002. ISBN 0826460771

Enables learners to gain a clear understanding of the size and scope of the hospitality industry. Provides a comprehensive and up-to-date introduction to hospitality and tourism. Explores specific professions and then helps learners determine which job in that profession bests suits them. Enables learners to understand the links between catering, hospitality and tourism. An excellent introduction to the hospitality industry

1, 2, 3, 4

Journals Caterer and Hotelkeeper – Reed Business Publications Green Hotelier – http//:www.greenhotelier.com Hospitality – Reed Business Information Hospitality Matters – British Hospitality Association

The No.1 weekly magazine for the hospitality industry featuring the latest business news and industry trend An insight into an environmentally and socially responsible hotel industry and its contribution to sustainable The magazine produced three times a year exclusively for members of the British Hospitality Association, providing up to date information on current issues and trends


Learning Outcome

Resource Comment

Report Trends and Statistics — British Hospitality Association, published annually

Comprehensive survey covering trends and statistics in the hospitality and tourism industries

1, 2, 3, 4

Websites http//:www.beerandpub.com

http//:www.bha.org.uk http//:www.bii.org http//:www.bized.ac.uk http//:www.caterer.com http//:www.caterersearch.com http//:www.compass-group.co.uk http//:www.connexions-direct.com http//:www.culture.gov.uk http//:www.devere-hotels.com http//:www.hilton.co.uk http//:www.ibis.hotel.com http//:www.ichotels.co.uk http//:www.instituteofhospitality.org http//:www.people1st.co.uk http//:www.premierinn.com http//:www.prospects.ac.uk http//:www.publican.co.uk

The British Beer and Pub Association is the UK's leading organisation representing the brewing and pub sector

British Hospitality Association British Institute of Innkeeping A business and economics service for learners and tutors Hospitality job search CatererSearch Compass information and advice for young people

The Department for Culture, Media and Sport De Vere hotels The Hilton group Ibis hotels The Intercontinental hotel group Institute of Hospitality People 1st:Sector Skills Council for Hospitality, Leisure, Travel and Tourism Premier Inns Graduate Career Information/ Advisory Service The Publican newspaper's website for the UK pub and bar industry


Learning Outcome

Resource Comment

1, 2, 3, 4

http//:www.savoy-group.com http//:www.springboarduk.org.uk http//:www.tourismtrade.org.uk/MarketIntelligenceResearch/ http//:www.tutor2u.net http//:www.whitbread.co.uk

The Savoy group Springboard Visit Britain — Market Intelligence and Research Learning resources and teaching materials for business education and related subjects The Whitbread Company

Investigating the Hospitality Industry · 1.2 Understand the importance of 4 The impact of the...

Documents

Transcript of Investigating the Hospitality Industry · 1.2 Understand the importance of 4 The impact of the...