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The tourism industry of the UK is one of the largest growing industries that are worth over £257 billion (Statista, 2022). The tourism industry has been generating a wide range of employment and professions such as travel agency, tour guide, event management, hotel manager, tour operator and many more.
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Student First name Student Family Name / Surname GBS ID Number Campus Cohort Group Module Title Foundation Year Project Module Number (MGBBT0FYP) Assessment Number Assessment Type Business Report Submitted Assessment Word Count (1500 words) Lecturer Name
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Introduction The tourism industry of the UK is one of the largest growing industries that are worth over £ billion (Statista, 2022). The tourism industry has been generating a wide range of employment and professions such as travel agency, tour guide, event management, hotel manager, tour operator and many more. The tourism industry of the UK is established with a range of different types of enterprises such as food and beverage serving activities, transport equipment rental, cultural activities, exhibitions and conferences, passenger transport and accommodation services for travellers. Business is the process of employing human capital and other forms of resources to produce goods and services to generate profits or revenue. Hotel Adroit is a new Start-up business incorporated on the “east side of Tower Bridge, the North bank of the River Thames”. The company is established to provide quality accommodation, tour guides and excursions, catering and other forms of guest services (Fletcher et al., 2018). The company will be providing the users with free WiFi, shuttle service, and doctor-on-call including a unique selling point of spa and wellness facilities. This is because after the pandemic people now have more concerns towards their health and hygiene. Hotel Adroit will provide this service to enable the customers to have special treatments to improve their health. The company will include special rooms for a sauna and gym where people can spend time relaxing. This report is therefore prepared to visualise how the tourism sector operates and helps the economy of a country. The report is developed to gain insights into how the hotels can take unique steps to ensure growth and personalise the experience of the target customers.
psychographic segmentation (Gajanova et al., 2019 ). The hotel will be focusing on millennials between the age group 20 to 50 and especially working men and women who are mainly travellers to have time away from their work life. Name: Rachel Dory Age: 35 Occupation: Graphic Designer Education : Bachelor of Science in Graphic Design Personality : Extrovert Status : Married Motivation ● Staying Healthy ● Travelling Personality ● Out Going ● Fun ● Fitness Freak Goals ● To establish an online platform where people from different regions can learn graphic designing. Frustrations ● The world is changing rapidly and people are getting busier in their lives. People are not able to balance their personal and work life which is hampering their wellness. Therefore, I want a place where I can be away from the everyday hustle and have a moment of relaxation. Bio: Rachel Dory is a Graphic Designer who has pursued a bachelor’s degree in Graphic Design. An extrovert by nature married at the age of 29 and currently having two children. She is a working mother and aims to incorporate her own business to teach people the art of graphic design.
Table No.1- Customer Persona (Source: Created by the Learner) “Identify the specific need, want and demand of the local market of your choice” The people in the UK are more concerned about their health after the end of the pandemic. They demand more health and safety facilities including a place where they can spend time away from the work life to relax. Therefore, Hotel Adroit will be providing a separate room for working men and women where they can have spa and sauna facilities during their stay. The hotel will be ensuring that the staff members are regularly cleaning the rooms after the guests leave the rooms and before the new guests make bookings (McKeever, 2018). The company will also be following the covid-19 guidelines by making proper arrangements for sanitisers, masks, and medical equipment to ensure the safety of the people including the services of doctor-on-call. Figure No.1- Percentage of people in the UK concerned about health and safety (Source: Statista, 2020)
“A long-term strategy applied to the business” The long-term strategy of Hotel Adroit will be to start monitoring demand to formulate better decisions relative to marketing activities (Altinay et al., 2016). The company will be ensuring that they receive feedback from the customers so that their experiences during their stay can be analysed. “PESTLE Analysis” Hotel Adroit operating within the tourism industry can get affected by external or macro factors which can impact the overall performance of the company. The political factors include Brexit, the withdrawal of the UK from the EU. This caused labour shortages in the UK of around 330,000 workers. Thus the hotel may face issues of labour shortages to continue its business efficiently (BBC, 2023). The economic factors include the increasing rate of inflation in the UK which has increased by 10.05% (Statista, 2023). This is because of which the hotel's revenue may fall and ultimately increase its costs of operations. The social factors include the changes in the buying habits of the customers. The company will therefore need to consistently make approaches to innovate new products or services to attract customers. The technological factors include the use of new and latest technologies. People these days prefer comfort and luxury, thus, Hotel Adroit can make use of artificial intelligence to personalise the experience of customers by facilitating automation in the hotel rooms. The legal factors include the act drafted by the UK government which is the national minimum wage act 1998 to protect the rights of employees (GOV.UK, 2023). The company will have to adhere to the act and make annual reports or statements relative to the salaries and benefits of the staff. The environmental factors imply that Hotel Adroit will have to comply with the environmental act 2021. This act states that the companies must operate in such a way that it brings a positive impact on the environment and thereby benefits society (GOV.UK, 2021). Hotel Adroit must therefore ensure that their contributions are not only helping them to generate huge profits but also to optimise the negative impacts on the environment.
Recommendation Hotel Adroit need to consider the technological changes that have been brought within the tourism industry. ● The company can make use of artificial intelligence within its operations to ensure automation. ● Apart from providing the customers with spa and wellness facilities, the hotel must also focus on offering personalised experiences in terms of gifts. ● The company must also make approaches to consider the increasing pollution rate due to the use of plastics. They can make use of paper bags in the hotels which can be reused so that the use of plastics can be reduced.
Reference list Altinay, L., Paraskevas, A. and Jang, S. (2016) Planning research in hospitality and tourism. Second edition. Routledge, Taylor & Francis Group. BBC (2023). What impact has Brexit had on the UK economy? [online] BBC News. Available at: https://www.bbc.com/news/business-64450882#:~:text=some%20unexpected %20ways.-,Trade,and%20its%20nearest%20trading%20partner. [Accessed 19 May 2023]. Fletcher, J., Fyall, A., Gilbert, D., Wanhill, S. (2018) Tourism: principles and practice. Harlow: Person Education. Gajanova, L., Nadanyiova, M. and Moravcikova, D., (2019). The use of demographic and psychographic segmentation to creating marketing strategy of brand loyalty. Scientific annals of economics and business , 66 (1), pp.65-84. GOV.UK (2021). Environment Act 2021. [online] Available at: https://www.legislation.gov.uk/ukpga/2021/30/contents/enacted [Accessed 19 May 2023]. GOV.UK (2023). National Minimum Wage Act 1998. [online] Available at: https://www.legislation.gov.uk/ukpga/1998/39/contents [Accessed 19 May 2023]. Kılıç, M., Uyar, A., Kuzey, C. and Karaman, A.S., (2021). Drivers and consequences of sustainability committee existence? Evidence from the hospitality and tourism industry. International Journal of Hospitality Management , 92 , p.102753. McKeever, M. (2018) How to Write a Business Plan. Berkeley, California: NOLO. Nunan, D., Malhotra, N.K. and Birks, D.F., (2020). Marketing Research. Pearson UK. Nyagadza, B., Kadembo, E.M. and Makasi, A., (2020). Corporate storytelling for branding: Underpropping or thwarting internal stakeholders’ optimistic corporate brand perceptions?. Cogent Social Sciences , 6 (1), p.1845926. Ortiz-Ospina, E. and Roser, M., (2023). The rise of social media. Our world in data. Statista (2020). COVID-19: health concerns of healthcare workers in the UK 2020 | Statista. [online] Available at: https://www.statista.com/statistics/1111407/covid-19-health-concerns-of- healthcare-workers-in-the-uk/ [Accessed 19 May 2023]. Statista (2022). Topic: Travel and tourism in the United Kingdom (UK). [online] Available at: https://www.statista.com/topics/3269/travel-and-tourism-in-the-united-kingdom-uk/ [Accessed 19 May 2023].
Statista (2023). Consumer price inflation, UK. [online] Ons.gov.uk. Available at: https://www.ons.gov.uk/economy/inflationandpriceindices/bulletins/consumerpriceinflation/ march2023#:~:text=The%20CPIH%20inflation%20rate%20is,down%20from %2013.4%25%20in%20February. [Accessed 19 May 2023]. Ukko, J., Nasiri, M., Saunila, M. and Rantala, T., (2019). Sustainability strategy as a moderator in the relationship between digital business strategy and financial performance. Journal of Cleaner Production , 236 , p.117626.
