HAT303 Hotel and Accommodation Management: Assessment 1 Industry Specific Accommodation Answer
HOTEL AND ACCOMMODATION MANAGEMENT
At present, Australia is one of the leading tourism destinations around the world. The geographical feature, the advancement in technology and a huge emphasis on the tourism sector has resulted in Australia being a significant tourist destination. The sector is in a competitive position at present where the demand for hotels and accommodations is increasing. The purpose of the current research is to illustrate the industry-specific factors of the accommodation sector and to point out the prevalent issues which are hindering the growth of the sector.
Australian Accommodation sector
A total of 299 projects have been done on the sector so far. As per the reports of tourisminvestment.com.au (2019), the total number of rooms is likely to be 50,878 by the end of 2028. This is evident of the fact that the sector is taking active steps for increasing the number of rooms in the country which again helps in understanding that the rate at which people are visiting the country is high. The below-attached figure illustrates on the projects being done in the sector. It can be witnessed that the total number of destinations in Australia were 150,433 in 2011-12 which rose to 168,080 in 2017-18 and therefore, this is the reason behind the increased demand of rooms (Guttentag, 2015). As a result of that, the number of rooms has also increased by approximately 23,000 between 2011 and 2018 (Dolnicar, 2017).
Identified Issues Analysis
As per Botsman and Rogers (2010), the authenticity in accommodation is combined for the benefit of the ownership which becomes disrupted due to the issues in the emergent of the sharing economy. It analyses the specific characteristics of the offers within its business model (Warren et al. 2018). The disruptive affects the trust and adoption of the consumers as there is a positive and negative impact on the city destination. In order to keep the pace with rapid and the disruptive model, it is required to combine the academic insights maintaining the trends. It authenticates the P2P contact as per the accommodation experience for the economic benefits of the hosts as well as the guests (Hajibaba and Dolnicar, 2017).
The year 2018 has reported having high occupancies owing to the development and expansion of the Australian accommodations sector. This is another factor that constitutes the financial betterment of the country. The share of accommodation, tourism and educations is at the peak in the areas of Melbourne, Sydney and Hobart showing as much as 80% of the total industry (aha.org.au, 2019). As a result of that, there has been significant betterment of the hotel sector and Revenue Per Available Room (RevPAR) in later a long time and is anticipated to proceed to rise, with Deloitte Get to Financial matters anticipating the development of 3.1 per cent in 2019 (Hall et al. 2016). From the below-attached figure, it can be seen that positive growth in Gold coast, Hobart in terms of RevPAR. On the contrary, it is negative in terms of Perth and Brisbane. The most significant hotel investment market has been Queensland worth $491 million (Warren et al. 2018).
Consistency in service levels
As stated by finance.gov.au (2019), the solution to this issue shall be the appointment of approximately 120,000 by the end of 2020 which would ensure there are an adequate number of workers for the customers which would ensure their loyalty and positive impact. This issue was most significantly witnessed in the Northern Territory which had the most sluggish growth rate, owing to the shortfall of labours (Warren et al. 2018). As a result of that, people were reluctant to avail the accommodation services in these areas as a result of which this area didn’t have that much of financial betterment owing to accommodation as other parts of Australia (Dolnicar, 2017).
As reported by Newell and Marzuki 92018), the rate at which demands for rooms has increased is 2% and thus, this has called for the wider focus to be paid on the increase of the rooms, calling for an expansion of the sector further and leading to its betterment. However, one issue shall be witnessed in this regard which is the supply being increased by 1.8% and thereby, causing a shortfall of the rooms by 0.2% (Cox, 2015). This shall be a detrimental factor in catering negative impact on the customers owing to the non-maintenance of the demand and supply chain. The top market for RevPAR has been Melbourne and Sydney. Along with that, the majority of the growth of RevPAR has been evidenced in the Gold coast (Hajibaba and Dolnicar, 2017).
Increased market segmentation
On the contrary, it is negative in terms of Perth and Brisbane. The most significant hotel investment market has been Queensland worth $491 million (Warren et al. 2018). The strengths lie in the volumes in Victoria and New South Wales, supported by a few big-ticket deals, and the Northern Domain saw its biggest single speculation since 2010 with Delaware North's securing of the Darwin casino (Nimri et al., 2017).
On the basis of the findings and analysis of the current research, it can be understood that the Australian accommodation sector excels well. There are plenty of growth opportunities which would ultimately reflect onto the economic betterment of the country as a whole, adding up to its revenue and earnings. However, the lack of ample number of employees and labors is a significant issue that is needed to be paid attention to. Thus, this needs to be mitigated and in that way, there shall be betterment and development of the sector, thereby, adding up to its sustainability.