HI6006 Competitive Strategy Editing Service
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In India, the hospitality industry is changing at a fast pace and there is a steady increase in international arrivals. It recognizes some of the current and future trends affecting the hospitality industry involving sustainability, safety and security, the significance of providing outstanding service, and technologies that improve competitiveness and tremendous growth. It will help in providing more jobs globally with sustainable advantage to the workforce. Technology plays a major role in transforming the hospitality industry better than before. Now, potential guests can make their bookings online from their respective place.Tourism Service quality is the live-wire as reservations of clients should be accurate; check-in needs to be finalized in five minutes, stay of residence must be protected, and billing must be free from error. As India is a country recognized for lavish treatment to all customers and despite the monetary slowdown, it adds to attractiveness as a medical tourism destination. Over the periods, the hospitality industry has experienced development and diversification to become one of the fastest developing financial sectors in the world (Jones, Hillier & Comfort 2016, p. 53). In the following, an effort has been made to discuss the current and future trends influencing the hospitality industry in positive as well as negative sense and recommendations to minimize the risks.
In India, it has made for people to trade freely around the world. This has made it easier for customers to experience new cultures, adapt more knowledge, and continuously upgrade the products as well as services to attract as many customers as possible.
There are negative effects of globalization on the hospitality industry as it is always cheaper to hire people from other countries to work but they face communication barrier, which as a result most customers get irritated. Cultural barriers act as another negative impact as customers come from diverse cultures so it is to make sure that they are not offended(Pirani & Arafat 2016, p. 141).
The Indian’s are concerned with security, which has improved vastly because of various terrorist attacks globally, as well as due to kidnapping, assaults, and robbery. The first priority should be the safety of customers so they have accessed full-body scanners and hidden security cameras in respect to ensuring customers safety. Security measures have been initiated in many international airports and hotels of India by investing millions of dollars.
As it has negative impacts too, by this customers are offended that these technologies are breaching their privacy and as a result, it harmed the reputation(Zaitseva et al. 2016, p. 7180).
Technology is a powerful force of change that offers opportunities for greater integration and efficiencies for improving customer services. With the development of technology, i.e. Indian customers have better communication tool and advanced software which permits operational productivity, for example, orders might be made better, cheaper, and faster. It improves staff productivity and decreases response time to fulfill customer desires. Today, potential customers can make their bookings online from home. It provides the opportunity for a streamlined and simplified customer experience.
It is also disrupting the industry as reviews on social media can have an impact on reputation and growth can be decreased(Sharma 2016, p. 472).
Eco-friendly practices are becoming the standard; Indian customers are presently concentrating on renewable energy sources and water scarcity. Now, they are installing solar panels and innovative framework so that air conditioner and lights automatically switch-off when customers leave their rooms. It will become entirely self-sufficient by contributing their own energy, especially those in rural areas. It will also have a positive impact on customer experience and a sustainable corporate culture is adopted, which provides a distinct advantage in respect to retain and attract talent. It has also negative impacts as it causes the destructive image of a surrounding by consuming a lot of energy and water, e.g. electricity for refrigeration, air conditioner etc. They also contribute to the generation of hazardous waste and chemical disposal(Kandampully, Zhang & Bilgihan 2015, p. 403).
Healthy eating increasingly important in the hospitality industry as being able to deliver tasty, exciting dishes is a prerequisite for success. As Indians love food, so top-most priority should be providing the best service and healthy food to retain the customers. As Indians are very much concerned about their fitness, so they are providing with well-equipped fitness centers, yoga spaces, spa, and pools. However, at the same time, they are facing negative impacts, which not only affects their health also faces severe diseases. As those customers who are more health-conscious are consuming stale or contaminated food and because of that, they are facing several health problems such as high blood pressure, food poisoning, diabetes etc. that gives a bad impact on their reputation and success(Namkung & Jang 2017, p. 345).
It has a significant source of foreign exchange earning in India and has a positive influence on the balance of payment of the nation. The hospitality in India has created about US$100 billion in 2008 and that is likely to rise to US$275.5 billion by 2018 at a 9.4 % annual growth rate. It also poses negative impacts as it brings economic crises as recession, currency fluctuation, unprofitability, taxation, and falling revenues(Chen, Chittoor & Vissa 2015, p. 514).
It also suggests that in developing countries like India diversifying the economy, promoting cross-cultural awareness, providing employment, creating income, protecting the employees & customers’ interest, and maintaining a peaceful environment, keep the employees happy and they enjoyed the work, which is very important for the hospitality industry. In this cooperation is of vital importance and this is lacking in employees then it cannot grow and achieve success(Mishra & Verma 2017, p. 927).
The hospitality industry of India is among the most different of all industries in terms of population and group of customers. It presents a new opportunity to comprehend and appreciate diverse cultures in order to increase the nature of their connections with customers of different values, race, colour, religion, sexual orientation, and gender. It is also stated that customer who experiences outstanding service probably spent more on other activities i.e. room service, spa, reservation factor, recreational activities etc. When it became more diverse, it changes the nature and association of the hospitality industry. These variations can cause stress among employees, contributes to the poor working relationship, and reduces the morale, which will affect their responsibility and processes(Kundu & Mor 2017, p. 174).
Sustainability has become progressively important to the hospitality industry as well as customers. With advanced practices such as installing solar-powered power heaters and offer locally sourced toiletries, in resorts are finding more attractive and cost-effective means to make their services, events, and other services as green as possible, which are beneficial for customers. There should be a clean environment as the success of the Indian hotel and tourism is depending upon the availability of the green concept. However, their operation leads to pollution, waste, and other elements, which represents a threat to the environment as well as industry(Negi, Tiwari & Singh 2014, p. 52).
The Hospitality industry continues to grow at an impressive rate, as it should provide multi-purpose facilities with casinos, theme park, shops, and theatre. India is also gearing up to capitalize to be competitive with the application of innovation and cutting-edge technologies. This will generate high return and profitability in future. It has negative impacts too as the development of mega hotels in an initial stage can decrease revenue because of lack of technology, staff, and operations which affects hospitality industry in a vast manner(Gibbs, MacDonald & MacKay 2015, p. 179).
It is widely regarded as the key to a successful business, which is a prime concern for the hospitality industry as in order to re-use grey water, reduce energy use, recycle, prevent waste, and lower carbon footprints, which promotes work-life balance, customers health, and well-being, assume responsibility, and conduct their business sustainably. Sustainability associates with profitability as more and more Indian customers are enthusiastic to reward business analysis and promote health and well-being. On the other hand, it is involved in hazardous waste and disposal by which customers get disappointed and causes an impact on the hospitality industry(Dhar 2015, p. 421).
It is about half of the Indian employees will be Millennial which assist a greater determination, donate to society, and offer time and space for employees to take the advantage in trying to do their best. This will enhance their service quality and engages workforce planning and creativity. It will influence negatively as to retain the best staff it cost higher and quality of service is been decreased(Amin 2016, p. 282).
Intelligent hotels with progressive technology using the customer's virtual fingerprint in respect to achieve all the processes in check-in, check-out, and payment through Paytm facility is available by which digital transformation is provided to customers and this may help the hospitality industry to grow. On the other hand, technology is enhancing at a quite wide range as this may dishearten the employees’ morale due to afraid of losing employment because they believe that technology will replace them and quality of service is decreased(Leung, Xue & Bai 2015, p. 1561).
In the very near future of the hospitality industry in India, IoT will play a key role in changing the technology used in the industry. The Refrigerator, TV’s will be internet enabled and capability to provide the service within seconds. This will help the customers in staying more and get the best quality service. It is also introducing threats such as security breaches and cyber-attacks. It will affect the whole industry and risk to customers’ security and safety and this may reduce the gap between customers’ requirement and service quality(Ansari, Jain & Kaur 2017, p. 386).
The success of the hospitality industry is based on the human factor, which is of vital importance. They only create competitive advantage and makes or breaks a customer experience. It is to be necessary to develop a sustainable workforce, educate the employees about meeting the requirement of customers, and fulfill their desired needs. If they do not get the adequate training then it can be a disadvantage to the hospitality industry, which is the main factor influencing on a greater scale (Guchait, Cho & Meurs 2015, p. 300).
It has brought down the number of human errors and unsatisfied customers increase the experience of customers and even reduce the burden on the employee. It also enhanced reactiveness in the industry, which ensures long-term sustainability and secure growth. It is also providing harm and lack of physical resources is there. Once disruption occurs, it is difficult to maintain and takes time to recover and build up resilience. This may develop dissatisfaction in the minds of customers and that is the main factor, which is lacking and needs some maintenance(Mandal, Roy & Raju 2017, p. 126).
They should increase their security awareness and expect correct responses from employees to train them so that they can lead in reducing the risks. They should create a positive work environment. As India has been ranked to deliver the best service quality to every customer, which has to boost the industry and government is taking the initiative to collaborate with leading airlines, holiday resorts, and deliver a wide range of good quality service to develop the opportunities to mitigate the risk (Yadav, Kumar & Swaroop Pathak 2016, p. 2190).
There is a worldwide increase in the hospitality industry that contributes to the advancement by indicating the green practices that might be most appropriate to customers. The current and future trends that are majorly influencing the industry are customers safety and security, enhanced quality serviced of customers, diversity in the human resource development, new innovative technologies, enhance competitiveness. The future trends in the hospitality industry that are affecting positively and negatively are factors, which can be effective for the industry to serve customers well and identify the culture, race, class and according to that provide the best quality service. It is very important to recognize the current and future trends in the industry, which helps in making the right adaptations, as well as spend in exceptional services to meet the needs of customers. It will help in analyzing new technologies; improve effectiveness, and using social networking for their marketing. It is the responsibilities of employees to make all necessary efforts in order to induce and must identify the means to hold the effective and efficient competent and diverse personel. They should concentrate on the health and wellness of every customer, which is currently a new trend in hospitality.
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