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HAT303 Hotel and Accommodation Management: Assessment 1 Industry Specific Accommodation Answer

Assessment Information 1

Subject Code:HAT303
Subject Name:Hotel and Accommodation Management
Assessment Title: Length:Individual Investigation Report
1000 words (+/- 10% allowable range)
Weighting:30%


Assessment Description

In this individual assignment, you will be given an opportunity to explore contemporary types of accommodation services. This will enable you to understand the different types of operations management issues that can arise in any of the operational contexts.

Synopsis: Multi-sided technology platforms such as Airbnb have dominated the global accommodation sector. Airbnb’s rapid growth can be attributed to consumers’ willingness to use accommodation services directly from property owners, therefore, bypassing the traditional accommodation providers such as hotels.

Task: Your task is to review the scholarly literature concerning the accommodation sector in Australia and to examine the current issues that accommodation services are facing in such a competitive market space. Please note that you must only review sources that are less than 8 years old.

Your investigation report MUST follow a professional structure: Industry overview

Identified issues analysis

Reference List (You must use Harvard Referencing Style)

You are required to reference at least 12 sources of information. These may include government publications, industry reports, and journal articles.

N.B.: The reference list does not count towards the word limit in this assessment.

Assignment Submission

This file must be submitted as a ‘Word’ or ‘PDF’ document to avoid any technical issues that may occur from incorrect file format upload. Uploaded files with a virus will not be considered as a legitimate submission. Turnitin will notify you if there is an issue with the submitted file. In this case, you must contact your lecturer via email and provide a brief description of the issue and a screenshot of the Turnitin error message.

You are also encouraged to submit your work well in advance of the deadline to avoid any possible delay with the Turnitin similarity report or any other technical difficulties that may occur.

Late assignment submission penalties

Penalties will be imposed on late assignment submissions in accordance with Kaplan Business School “late assignment submission penalties” policy.

Number of daysPenalty
1- 9 days5% per day for each calendar day late deducted from the total marks
available
10 - 14 days50% deducted from the total marks available.
After 14 daysAssignments that are submitted more than 14 calendar days after the
due date will not be accepted, and the student will receive a mark of zero for the assignment(s).
NoteNotwithstanding the above penalty rules, assignments will also be given a mark of zero if they are submitted after assignments have been returned to students

*Assignments submitted at any stage within the first 24 hours after the deadline will be considered to be one day late and therefore subject to the associated penalty

For more information, please read the full policy via

https:ww .kbs.edu.au/wp-content/uploads/2016/07/KBS_FORM_Assessment-  Policy_MAR2018_FA.pdf

Important Study Information

Academic Integrity Policy

KBS values academic integrity. All students must understand the meaning and consequences of cheating, plagiarism and other academic offences under the Academic Integrity and Conduct Policy.

For details on academic integrity policies and penalties, the reassessment process, and the appeals process, please refer to http://www.kbs.edu.au/current-students/student-policies/.

Word Limits for Written Assessments

Submissions that exceed the word count by more than 10% will cease to be marked from the point at which that limit is exceeded.

Answer

HOTEL AND ACCOMMODATION MANAGEMENT

Introduction

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. 

Industry Overview

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

Digital Disruption

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). 

Cost Containment

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).

Ownership structure

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).

Conclusions 

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. 

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