The hospitality industry:

The hospitality industry is a massive business sector casting a broad spectrum of

services. Travel and Toursim are also categorically incorporated as a branch of
hospitality. suppliers and transportation services are also indirectly linked
contributors of hospitality by delivering the services necessary to keep the industry
running, though this sector does not directly depend on it for survival. Examples of
travel and tourism being a direct enabler of hospitality include airlines, tour buses,
travel agents such as traverze and arima in zimbabwe not excluding destination
marketing organizations.

Accommodation:
There are different types of accomodation that fall under the hospitality industry with
examples being
Lodges for example cresta lodges in Harare
Inns for example White Horse inn in Manicaland Province
Hotels for example Meikles Hotel
Chain hotels for example Rainbow Group Hotels, Holiday inn and Regency
Motels for example Rocky Motel in Masvingo
Resort inns , Troutbeck Resort in Nyanga, Elephant Hills Resort, Victoria Falls
Boutique hotels for Example Oasis Hotel, Glen Lorne Harare
Conference centres Harare International Conference Centre and the Hippodrome both
in Harare
Getaway outings such as Hwange Game park, imire game park
Lesiure centres such as Nyabira Beach and Binga Beach
Wedding venues for example Pradize Gardens in Harare
Casinos such as Montclaire Casino.

Food and Beverage:

The accommodations mentioned above also offer guests food, beverages and other
dining options as part of their stay, for example Rainbow Hotels have cafes, bars and
restaurants not excluding holiday inn. There are also stand alone providers like food
outlets, chain restaurants such as Simbisa Brands outlets which are inclusive of
chicken inn, bakers inn, Nandos, steers, and rocko mamas, who, thougth, independent,
contribute to hospitality.

Recreation and Entertainment :

Busineses which are categorized under the hospitality industry often rely on
consumers’ disposable income, they market to the customers the desire for
entertainment, exploration and edutainment for refreshment purposes.
Bars, nightclubs, theatres, safaris, stadiums, events, museums and other attractions
act as special event venues and tourist attractions, helping to drive a destination
economy.

There are four main approaches in services that distinguish the nature of hospitality
and these include;

Professionalism:
That is the services provided to the customers demanded
It is also known as a platform to forge relations between buyers and sellers
Skills, attitude and behavioural mannerisms are critical accolades for staff in the
hospitality industry.

Hospitableness:
This detours from the commercial relations between the service provider and client to
the cultural meaning of hospitality and viewing it as a platform for hosts, of which the
host’s modus operandi should be to ensure the comfort, enjoyment and wellbeing of
the guest.
There is emphasis among staff on the need to exude a spirit of hospitality, with
hospitable behaviour being viewed as a virtue in order to ensure happiness of the
guest.

Hospitality as an experience:
Clients are more interested in memorable, exciting and satisfying moments.
From the moment they arrive at the hotel to the day they check out, the restaurants
they visit and events they attend they expect exceptional services to their amusement.
Hospitality as a Philosophy:
This stems from the view that hospitality can be a philosophy of service which can be
applied to all service sectors.
Adopting the generosity and kindness associated with hospitality has the potential to
aid other service providers in offering more genuine and sensitive care.

Challenges associated with the hospitality industry:

The hospitality industry, being one of the biggest contributors to the global economy
is not immune to challenges, some of which are not self induced, but rather
determined by external factors. These include;

.Competition:

The hospitality industry is highly competitive, with many players vying for the
attention of potential guests. As a result, businesses must constantly innovate and
improve their services to stay ahead of the competition.

Changing consumer demands:

Consumer demands are continually changing, and businesses in the hospitality

industry must keep up with these changes to remain relevant. For example, many
guests now prefer eco-friendly and sustainable options, and businesses must adapt to
meet these demands.

Labor shortages:

The hospitality industry is notorious for its high turnover rates and labor shortages.
This can be due to a variety of factors, including low wages, long hours, and a lack of
career advancement opportunities.

Economic factors:
The hospitality industry is heavily influenced by economic factors, such as recessions
or changes in exchange rates. These factors can impact the industry's performance and
profitability.

Technological advancements:

The rise of technology has disrupted many industries, including hospitality.

Businesses must adapt to keep up with new technologies, such as mobile apps and
self-check-in kiosks.

Regulations:

The hospitality industry is subject to many regulations, including health and safety
regulations and labor laws. Businesses must comply with these regulations, which can
be costly and time-consuming.

Covid-19 Pandemic:
The United Nations Tourism names Hospitality as the third largest export sector of
the global economy. Covid-19 affected all parts of the value chain that make up the
hospitality sector.
During the advent and peak of the covid-19 global pandemic, the united nations
tourism report states that tourism globally fell by 1.2 trillion dollars reducing GDP by
2.8 percent. Hospitality also extends to wildlife with conservation and anti poaching
activities being directly funded by tourism in most global economies, with tourism
being a sub category of hospitality.
Solution;
No solution could be offered as the pandemic became a global health emergency and
governments initiated countdowns in their countries world wide. Gathering and all
cultural festivities were all shutdown leading to the closure of heritage sited and all
handcrafts and others artisan products we closed and this saw mainly women and
youth being affected. The global village is now recovering in 2024 as the relaxation of
covid 19protocls kicked in global at the progression of the year 2022.
Despite these challenges, there are effective solutions that businesses can implement
to overcome them. These solutions include visual storytelling, training and
standardization, dynamic pricing, employee training and empowerment, and customer
relationship management. In the digital age, leveraging social media and email
automation can help enhance the guest experience and overcome challenges. It is
critical to implement these solutions to ensure guest comfort, enjoyment, and well-
being, and to maintain the growth and development of the hospitality industry. ("full
detailed report on challenges faced by the hospitality industry")Understanding the
platform for hosts and the challenges of the hospitality industry is essential. This
industry is a significant contributor to the global economy and faces various
challenges, some of which are beyond its control. However, there are effective
solutions to these issues, including visual storytelling, training and standardization,
dynamic pricing, employee training and empowerment, and customer relationship
management. In the digital age, leveraging social media and email automation can
help enhance the guest experience and overcome challenges. It is critical to
implement these solutions to ensure guest comfort, enjoyment, and well-being, and to
maintain the growth and development of the hospitality industry.

Intangibility:

○ Definition: the hospitality industry online enquiries have challenges in

that, they cannot be seen orfelt over the phone or email of enquiries.
Therefore it makes it harder for a hotelier to market their services
online.

○ Example: Booking a hotel room online. Customers can't physically

inspect the room before making a reservation.

○ Marketing Challenge: convincing guests in another country to book

in the service provider’s hotel room without physical inspection and
tangible evidence of its actual existence becomes daunting.
 ○ Solution: Visual storytelling: Use high-quality images, videos, and
virtual tours to showcase the hotel's amenities, rooms, and ambiance.
Leverage customer reviews and testimonials to build trust.

Inseparability:

○ Definition: The production of Hospitality services are directly

dependant to the consumption of these services.

○ Example: Dining at a restaurant. The chef prepares the meal while the
customer consumes it.

○ Marketing Challenge: Ensuring consistent service quality during

every interaction. This might be affected by wrong order, complain
oftaste by the client and general dissatisfaction with the services
rendered.

○ Solution: Training and standardization: Train staff to deliver

consistent experiences. Develop service scripts and guidelines to
maintain quality across all critical areas.

Perishability:

○ Definition: Services cannot be stored or inventoried.

○ Example: Empty hotel rooms cannot be saved for future use.

○ Marketing Challenge: Managing demand fluctuations (seasonal peaks

and troughs).

○ Solution: Dynamic pricing: Adjust room rates based on demand.

Offer promotions during off-peak periods. Collaborate with travel
agencies to fill vacant rooms.

Variability:

○ Definition: Services are subject to variation due to human involvement

and other factors.

○ Example: The quality of room service may differ based on the staff
serving it.
 ○ Marketing Challenge: Maintaining consistent service quality across
different employees and shifts.

○ Solution: Employee training and empowerment: Train staff

thoroughly and empower them to handle guest requests creatively.
Implement quality control measures.

Interactivity:

○ Definition: Services involve direct interaction with customers.

○ Example: Front desk check-in, concierge services, and personalized

recommendations.

○ Marketing Challenge: Delivering personalized experiences at scale.

○ Solution: Customer relationship management (CRM): Use data

analytics to understand guest preferences. Tailor marketing messages
and offers based on individual profiles.

1. Not Able To Set A Goal:

○ Solution: Define clear marketing objectives:

■ Improve brand awareness.

■ Generate leads.

■ Increase website traffic.

■ Acquire new customers.

■ Enhance customer lifetime value.

2. Not Able To Create A Marketing Plan:

○ Solution:

■ Define business objectives.

■ Identify the targeted audience (business travelers, leisure

tourists, etc.).

■ Prepare a marketing budget.

 ■ Select appropriate marketing strategies (social media, email
campaigns, influencer partnerships).

Not Able To Find the Right Audience:

○ Solution:

■ Conduct fundamental analysis: Understand customer

demographics, preferences, and behavior.

■ Gather customer feedback: Use surveys and reviews to refine

targeting.

■ Utilize Google and social media analytics to identify potential

guests.

3. Not Able To Deal With Negative Online Reviews:

○ Solution:

■ Listen and analyze the problem: Understand the root cause of

dissatisfaction.

■ Verify the authenticity of reviews.

■ Respond promptly and positively.

■ Continuously improve service quality based on feedback.

In this digital age, leveraging tools like social media and email automation can help
overcome these challenges and enhance the overall guest experience in the hospitality
industry.

Food and Beverage:

The accommodations mentioned above also offer guests food, beverages and other
dining options as part of their stay, for example Rainbow Hotels have cafes, bars and
restaurants not excluding holiday inn. There are also stand alone providers like food
outlets, chain restaurants such as Simbisa Brands outlets which are inclusive of
chicken inn, bakers inn, Nandos, steers, and rocko mamas, who, thougth, independent,
contribute to hospitality.

Recreation and Entertainment :

Beacues busineses which are categorized under the hospitality industry often rely on
consumers' disposable income, they market to the customers the desire for
entertaainment, exploration and edutainment for refreshment purposes.

Bars, nightclubs, theatres, safaris, stadiums, events, museums and other attractions
act as special event venues and tourist attractions, helping to drive a destination
economy.

There are four main approaches in services that distinguish the nature of hospitality
and these include;

Professionalism:

That is the services provided to the customers demanded

It is also known as a platform to forge relations between buyers and sellers

Skills, attitude and behavoural mannersims are critical accolades for staff in the
hospitality industry.

Hospitableness:

This detours from the commercial relations between the service provider and client to
the cultural meaning of hospitality and viewing it as a The hospitality industry is a
significant contributor to the global economy, but it faces various challenges, some of
which are beyond its control. These challenges can be categorized into several areas:
1. Competition: The hospitality industry is highly competitive, with many players
vying for the attention of potential guests. As a result, businesses must constantly
innovate and improve their services to stay ahead of the competition.

2. Changing consumer demands: Consumer demands are continually changing, and

businesses in the hospitality industry must keep up with these changes to remain
relevant. For example, many guests now prefer eco-friendly and sustainable options,
and businesses must adapt to meet these demands.

3. Labor shortages: The hospitality industry is notorious for its high turnover rates and
labor shortages. This can be due to a variety of factors, including low wages, long
hours, and a lack of career advancement opportunities.

4. Economic factors: The hospitality industry is heavily influenced by economic

factors, such as recessions or changes in exchange rates. These factors can impact the
industry's performance and profitability.

5. Technological advancements: The rise of technology has disrupted many industries,

including hospitality. Businesses must adapt to keep up with new technologies, such
as mobile apps and self-check-in kiosks.

6. Regulations: The hospitality industry is subject to many regulations, including

health and safety regulations and labor laws. Businesses must comply with these
regulations, which can be costly and time-consuming.

Despite these challenges, there are effective solutions that businesses can implement
to overcome them. These solutions include visual storytelling, training and
standardization, dynamic pricing, employee training and empowerment, and customer
relationship management. In the digital age, leveraging social media and email
automation can help enhance the guest experience and overcome challenges. It is
critical to implement these solutions to ensure guest comfort, enjoyment, and well-
being, and to maintain the growth and development of the hospitality industry. ("full
detailed report on challenges faced by the hospitality industry")Understanding the
platform for hosts and the challenges of the hospitality industry is essential. This
industry is a significant contributor to the global economy and faces various
challenges, some of which are beyond its control. However, there are effective
solutions to these issues, including visual storytelling, training and standardization,
dynamic pricing, employee training and empowerment, and customer relationship
management. In the digital age, leveraging social media and email automation can
help enhance the guest experience and overcome challenges. It is critical to
implement these solutions to ensure guest comfort, enjoyment, and well-being, and to
maintain the growth and development of the hospitality industry.

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Gilmore, J.H, and Pine,J (1997) The Four Faces of Mass Customization,Harvard
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Hyperliks;
Service Marketing Challenges and Solutions To Overcome Them
. Strategies to Overcome the Biggest Challenges of Service Marketing
. What Are the Unique Challenges of the Service Industry? - uttyler
. Challenges of Service Marketing and Effective Ways to Overcome It