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A Case Analysis Of The Irish Hotel Industry With Specific Reference To The City Hotel (A Fictional Hotel And It's Problems With Human Resources.

3806 words - 15 pages

The following report is an analysis of the Irish Hotel industry with specific reference to the City Hotel. After identifying the main problems facing the Hotel, I have completed an external analysis on the environment the hotel is currently operating in. A review of the hotel's current strategy determined whether it can operate profitably in this environment and what changes need to be made with it's identified problems to the fore.Challenges facing the City HotelØAchieving excellence in customer serviceØCoping with the current changes in Irish tourismØAttracting top quality candidatesØUtilizing staff to optimum advantageØTraining staff to meet the changing needs of the organizationØPlanning career paths for present employeesWith experience of over 20 years in the industry, the City Hotel has enjoyed steady growth, particularly over the last five years. Utilizing its central location in the city, the Hotel caters mainly for business trade during the week. With 55 bedrooms, it provides accommodation for the holiday trade during the summer and on the weekends. It has a staff of 72 employees.Mission StatementThe Hotel does not appear to have a formal mission statement, but they do have core strategies, competencies and values. These are: run healthy core business, leverage strengths into expansion, flexibility to meet the changing needs of the industry, staff and customer loyalty, integrity, people working together, a diverse and involved team, and a good rapport with competition.External EnvironmentIn 2002 Ireland had foreign revenue earnings of 4 billion, there were 2,444,000 visitors accommodated by 41,983 available hotel rooms.( Fáilte Ireland )To remain profitable, hotels must operate with around 65% - 70% capacity. The average room occupancy of 50 -100 room Hotels in Ireland in 2002 was 63.3 % (Horwath Bastow Charleton Hotel Industry Surveys 2000-2002)Due to seasonality, political and economic events, some hotels are finding it difficult to maintain profitable occupancy levels and have started to provide services along a multitude of levels within the industry's value chain, from Internet reservations to providing transport from airports. Thus, the changing value chain and the use of new technology requires that hotels be aware of these dynamic trends.Irelands Tourism IndustryThe structure of the Irish tourism industry is predominantly that of Irish-owned small and medium sized enterprises (SMEs) in hotels, guesthouses, restaurants, licensed premises and tourism services and attractions. The industry works well with Government Departments and State agencies in a generally productive private-public partnership to promote the development of the industry.The Irish tourism industry has strong foundations based on a substantial customer base, high overall customer satisfaction ratings, competent and experienced staff and the quantity and quality of its capital stock. The industry represents what is,...

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