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The hospitality industry traditionally has been the most influenced by the changes in society, such as changing lifestyles, changing patterns of vacation and weekend time spending, even by the changes in attitudes of the groups of people that constitute society at large. There are many solid reasons for such a correlation, since hospitality industry is initially designed to satisfy the various and always changing needs of the individuals as well as to serve the purpose of providing people with different means of time spending and entertainment. Various establishments that can be considered parts of the hospitality industry include hotels and all the associated with them entities, such as various restaurants, bars, casinos, nightclubs, etc. The whole range of services is provided to the consumers within the conceptual framework of the hospitality industry, thus it is highly dependent on the changing tastes and preferences of the average consumer. The increase in mobility is one of the characteristics of the contemporary society, people now not only spend more time outside their home cities but also are more inclined to change the permanent city of living as well. The globalization of business and the spread and development of the transnational companies facilitate the increasing mobility, since the representatives of various companies need to have their staff in all of the most recent company locations, which means a lot of business trips as well as having people change their location for a substantial amount of time.
Everything is done faster nowadays, people employed at different organizations have less and less time to do their job, since the general tendency is the increase in responsibilities and average workload per person. Thus, the rhythm of society's life has changed dramatically, people have now less time to spend on the entertainment, which implies some substantial changes in the hospitality industry, especially when it comes to various types of restaurants and other types of establishments that people use in order to have some rest and something to eat. The hotels, which are the fundamental part of the hospitality industry, have experienced significant changes over the last decade. The ever competitive business environment made it practically impossible to survive for the individual enterprises, since due to the fact that the increase in the global business activities necessitated the demand for hotels virtually everywhere, only large companies that own whole hotel chains and have enough funds for further development are able to adapt to the changing society's needs. Thus, the change in the whole structure of the hotel industry is evident: only large owners that have a lot of hotels and funds at their disposal are able to compete in such a situation, therefore eliminating smaller competitors that are unable to struggle for their market share due to the lack of resources. Besides, the average size of the hotel is getting smaller, since it is perceived more efficient to have a considerable number of smaller buildings that are scattered all over some particular territory than a couple or even a dozen of large hotels that will account for all the consumers.
Another change that took place within the conceptual framework of the hospitality industry is the emphasize on the customer service and its applications. Definitely, to satisfy the client has always been the primary goal of any establishment such as a hotel, restaurant, bar or casino, however nowadays the customers are more demanding than ever, which implies that all the services need to be constantly upgraded and improved in order to retain the market share and to satisfy the changing market segment. Within the hotel industry, changes are evident. Not only the living conditions are improved constantly, but also the wide range of services provided in the hotel itself broadens drastically compared to the standards that were considered acceptable not that long ago. We are not talking about the restaurants, bars and casinos located within the hotel, but about different services aimed at satisfying the needs of even the most demanding clients. The child care centers are probably the best example at hand, they are starting to appear in some of the hotels all over the world and will surely be present in virtually every hotel in some period of time, since it is a competitive advantage that cannot be neglected if the owners do not want to miss on their profits.
Overall, the hotels industry has gone through a series of changes that were aimed primarily at satisfying the growing number of consumers and attracting more clients in order to survive in the really competitive environment of the hospitality industry. Taking into consideration the bilingual Canadian population the importance of customer satisfaction grows considerably because of the language barriers. The changes in society not only necessitated the change in the structure of the industry itself (chains of hotels located all over the country rather than larger hotels located only at the most important destinations), but also the changes in every aspect of the hotel and its surrounding territory, as well as all the services that exist within the hotel itself. The very nature of the hotel usage changed due to the changes in the society, particularly in its business sector. While a decade or two ago the hotels were used primarily for the entertainment purposes (staying in the hotel while visiting another city or country for recreational purposes), nowadays most of the hotel rooms reserved are for the businessmen that have no other choice but to stay at the hotel while taking care of the company's affairs in some particular city. For the most, the mentioned businessmen present various international business entities, therefore it is vitally important to assure the appropriate level of service by the hotel employees, eliminating any language problems that may arise in a particular context.
Thus, the image of the hotel has become more functional rather than recreational, since for most of the businessmen there is not enough time to entertain themselves while on the business trip. Another essential component of the hospitality industry that must be thoroughly considered by the hotels owners are various bars and restaurants, has also undergone substantial changes recently. Lack of spare time was one of the most important factors that facilitated all the major changes in that sphere, since the increase in the rhythm of life necessitated the correspondent changes within the whole industry. Certainly, a lot of people still use restaurants mainly for the recreational purposes, however the amount of people that demand good food in a limited amount of time has increased rapidly, since the increase in the business activities and the workload made it impossible for a lot of businessmen to spend considerable amounts of time in restaurants. Thus, a lot of restaurants are now changing their practices in order to satisfy the changing needs of the consumers. First of all, various types of fast food are growing in popularity, since they not only provide clients with a fast and efficient service, but also enable the customers to choose from a broad range of items and prices, which is a competitive advantage that not all the restaurants can afford due to the high fixed and overhead costs.
The spread of the fast foods indicates that people are becoming more practical, they start to value price and time efficiency more than the superior service and the atmosphere in that specific industry. While a decade or two ago it was normal to spend a couple of hours in the restaurant, tasting various dishes and having a couple of drinks, nowadays people are more inclined to have a fast meal in order to proceed with the routine of the everyday work. Certainly, there are still a lot of restaurants that specialize in some exclusive food and drinks as well as the superior service, however the overall percentage of those restaurants compared to simpler and more time efficient restaurants and fast foods decrease tremendously due to the changes in people's lifestyles. Now it is the right time to elaborate on the nightclubs, since that very component of the hospitality industry can account for the substantial amount of profits compared to most of the other parts of it.
The nightclubs, especially in the large industrially developed cities, sometimes can be compared to the small cities themselves. The need for socialization and sense of belonging made it possible for the owners of those nightclubs to create the atmosphere where everyone feels relaxed and entertained, which implies that people are ready to spend substantial amounts of money there. The increase in size is not the only characteristic of the nightclub that was changed due to the changes in society. The mentioned above need for innovation and new experiences is responsible for another tendency that was not evident a decade ago. Back in the old days, when the clubs were already popular and considered one of the most profitable businesses ever, a good nightclub that had enough promotion and publicity was able to bring profits to its owners for more than a couple of years, since people were willing to attend it as long as some new shows and recreations were available there. However, nowadays people are not satisfied with going to the same nightclub even for a couple of months on the regular bases.
The very structure of the industry has changed due to the fact that even the most popular nightclub fades away in about a year after it is opened (and that if it is really good). Various resorts and seaside cities are the centers of the hospitality industry that probably can boast the most significant amounts of profits, since while the regular hotels are frequently used for business purposes, the hotels and restaurants at those places serve one goal only - entertainment. However, the changing lifestyles also had some impacts on those "sun cities." Nowadays a lot of people prefer to travel to various exotic countries for vacation, thus the traditional recreational pattern of vacation that necessarily involved some city with access to sea is changed by another pattern: get to see as much new and interesting things and possible. Certainly, there are still a lot of people that prefer good sun tan and swimming to all the exotic countries in the world, however the representatives of the hospitality industry have to compete extensively for all the clients that visit those cities on their vacation time.
Various tactics to compete include both price and non-price methods, and the whole industry is changing due to the change in the society preferences. However, as some of the analysts predict, within a short period of time the "sun cities" are going to regain their popularity, therefore the owners of various hotels, clubs, entertainment centers, etc. now have to get ready for the inflow of customers that would certainly demand some new things and the superior quality of service for all the money that they will be willing to spend there. Canada is significantly popular among numerous tourists for it has a wide range of recreational activities that are of a high interest for the people from different countries.
Canada offers the world's ski and snowboarding enthusiasts some unique opportunities. A country as large as Canada offers a great variety of ski and snowboard hills, and virgin winter terrain, ranging from the Atlantic to the Pacific coasts. An added attraction to visit this huge country for a winter sports vacation is the relatively low cost compared to other world winter destinations. Additionally, Canada has a much longer season compared to other places. If you include heli-skiing it is possible to partake in winter sports all year round. Otherwise a lot of hills are open full five months from November through to the middle of April.
In the west a few resorts open even longer. As well as downhill skiing and snowboarding there is great cross-country skiing available in every province and territory. Every region of Canada (even the prairies) has ski hills available. Many of these ski hills away from the main skiing centres are very good, and they are far too numerous to mention them individually. The best ski hills however are in Western Canada in the British Columbia Rockies and the Alberta Rockies and at Whistler B. C. , with excellent hills also available in Quebec and Newfoundland and Labrador.
There is nothing quite like the untouched wilds for pure freedom, and the Canadian Rockies offer countless acres of freedom in the form of untrained powder. As the home to some of the finest skiing and snowboarding anywhere, the Canadian Rockies call to snow riders from around the world. More than 120 million years in the making has seen to that. There is a room for all types and budgets in the Canadian Rockies. There are no finer accommodations for those with expensive taste than the Banff Springs Hotel, or Chateau Lake Louise, but one doesn't have to spend extravagant amounts of money for a good nights stay. There are many reasonably priced hotels and motels, as well as numerous hostels in the area.
This is what makes the hotels in this area very attractive for international tourists. If a group of employees are in the service or hospitality industry they should know that what they are selling is customer satisfaction. Hotels don't sell rooms or a place to sleep. They sell customer satisfaction and comfort. Restaurants don't sell food, they sell service, luxury and comfort.
It doesn't matter what service or hospitality industry they are in -- you live and die by customer service, customer satisfaction! Financial institutions sell service. Insurance companies sell service and support. But meeting the customer service challenge is always difficult.
Many staff (people) communicate with customers in ways that put them off. It's not that they do it intentionally -- they just use language in ways that offend people or make the communication worse because of mutual lack of understanding caused by language problems. That's why, in some cases, staff can create customer problems when none exist. The mentioned above problems give grounds to the notion that special language training courses for the hotel staff must be established in order to assure the highest possible level of customer satisfaction. The courses must be organized in a way that will not influence the already established schedule of work and will positively influence the communication process.
For most of the past century, the United States and Canada have wallowed in the complacency of linguistic and cultural myopia, firmly convinced that it is not important for the people to understand other languages or cultures, since much of the world speaks English and they " re all trying to emulate them anyway. It is rather hard to predict what is going to happen to the hospitality industry in a decade or two, however one thing is for sure - all the trends and tendencies within the conceptual framework of the hospitality industry can be traced and anticipated in the corresponding changes within the society itself. Thus, the team of good psychologists, sociologists, and marketing experts can probably predict the future development of the hospitality industry because of their knowledge of society's dynamics and change patterns. Bibliography: Becker, Gary H. A guide to hotel industry. Lake Mary, FL: Gary Becker, 1992.
Gayeski, Diane M. Customer care. Falls Church, Va. : Future Systems, 1995. Hull, G. Changing Work, Changing Workers: Critical Perspectives on Language, Literacy, and Skills. Albany, NY: State University of New York Press, 1997 A Guide to setting up literacy programs in the workplace. -- .
Bedford, Quebec: Laubach Literacy of Canada, Development Office, 1999. Fortune, Jim. Choctaw Workplace Literacy Program. Columbus, OH: ERIC, 1992. Nurse, Joanne R. Hospital Job Skills Enhancement Program: A Workplace Literacy Project Final Evaluation Report Atlanta, GA: Center for the Study of Adult Literacy, 1990.
Linkage: a Manitoba survey of basic skills awareness in the workplace. -- . [Winnipeg, MA. ]: Workplace Education Manitoba, [ 1995 ]. Gillespie, Marilyn K. Learning to Work in a New Land: A Review and Sourcebook for Vocational and Workplace ESL Washington, DC: Center for Applied Linguistics, 1996. Chairman, Forrest P. The Missing Link: Workplace Education in Small Business, 1992. Washington, DC: The Southport Institute for Policy Analysis.
Finley, J, The Development of the Hotel Industry, New York: Random House, 1999.
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