PHILTECH INSTITUTE OF ARTS AND TECHNOLOGY INC.

SUBJECT: TREND AND ISSUES IN HOSPITALITY

WEEK 1(AUGUST 28, 2023)

COURSE DESCRIPTION
This introductory course provides an overview of the hospitality and tourism industry, its growth and
development, industry segments and their distinguishing characteristics, trends and current concerns.
Students are introduced to career opportunities and the employability skills needed to succeed in
specific hospitality fields.

COURSE OBJECTIVES: At the completion of this course, students should be able to:
 Discuss and analyze the key factors responsible for the growth and development of hospitality
and tourism.
 Describe the current trends and challenges faced by the hospitality and tourism industry, in the
context of global economic, environmental, health and other social concerns.

Introduction to Current Issues in Tourism and Hospitality

The field of tourism and hospitality is a fast changing one. Because tourism is not a single discipline but
is connected to many other aspects of life it is constantly changing.

These fast moving changes require that tourist companies must be constantly on the alert to detect
changes, trends and issues early so that they can make the necessary adjustments to their businesses.

Let’s explore.

Globalization and Its Effects on Tourism Development

“Globalization-It is the process of interaction and integration among people companies and
governments worldwide. It is facilitated by the rapid movement of people, information , money and
ideas around the globe.

How is globalization felt in the tourism context? We can think of several ways which include the
following:

Commodification and trivialization of local cultures –everything takes on a practical and commercial (for
money) aspect
Money is king!

 Americanization through McDonald’s , KFC and Starbucks

 Homogenization –all cities of the world look the same. Experiencing the diversity of building
styles, dishes and cultures was once a main reason to visit cities. Today as one travels around
the world one finds that many airports, hotels and cities are more or less the same –this takes
the fun out of traveling.
Driving Forces of Globalization

1. Technological development

Globalization has been facilitated by two technologies. First, the development of transportation
technology has reduced the time cost and monetary cost of long distance travel. There are now low-cost
carriers (e.g., Spring Airlines in the Mainland, Tiger Airways in Singapore, EasyJet in the UK) offering low
fares which enable not-so-wealthy passengers who are willing to accept few in-flight services to travel.

2. Economic drivers

People in western countries enjoy more disposable incomes and annual days of vacation, which enable
them to pursue international tourism more frequently.
3. Increased familiarity with own country

Westerners are more experienced and knowledgeable, who have now grown familiar with their own
country and similar countries of the West.

Cultural Homogenization

. They aspire to the material standards and values of the tourists but were unable to
achieve them. Anthropologists called this the “Demonstration effect” Their change of
lifestyles led to the conflict between them with the other generation.

. 2. Homogenization also means that destinations are getting more similar to visitors’
country of origin. People usually choose to visit a place which provides new
experience rather than what they can find and see at home.

The following three factors are usually considered the causes of cultural
homogenization through tourism.

1. Demonstration effect-The people in host destination, especially in developing

countries, copy the lifestyles of the tourists. Local people see that visitors use
advanced digital equipments, wear precious watches and dress in beautiful fashion.

2. Destinations- bringing in western products to satisfy the tourists. Though most

tourists wish to look for exotic elements in the other cultures during their tour, they
still expect to enjoy the daily amenities that they enjoy at home.

3. Multi-national corporations-have taken the opportunities to extend their

services to various places in the world to satisfy the needs of western tourists.
McDonald’s, KFC and Starbucks are opened in Beijing, Tokyo, Madrid and Paris as
these cities are popular tourist destinations. Similarly, Coca Cola is promoted and
sold in major tourist cities all over the world

Mass Tourism and Sustainability

Since the beginning of the 19th century,

tourism opportunities were becoming
more available to the lower classes of the
United Kingdom and many European
countries.
England first introduced the European spa movement, in which the industrial working class went to the
seaside to enjoy spa and other recreational activities. This movement later extended to various
European countries such as Germany, France and Italy.

After the Second World War, it became popular for people to join standardized and all inclusive
package tour for their holiday.

The term “mass tourism” was used to describe this kind of activity. Many different forms of mass
tourism exist but the most common are mass beach tourism (sun, sea and sand tourism) and mass
winter sports tourism.

Exploitation and Fair Trade

Exploitation

Tourism development
has been once
considered a tool to help
poor countries. Tourism
enables the countries to
earn foreign exchange
income, create jobs and achieve economic growth. The countries can
be exploited by multinational companies of developed countries, and
the benefits of tourism can be limited.

These can be explained by several factors.

1. Concessions given to the multinational companies. Because the

developing countries are not able in providing high quality services
demanded by international travelers.

2. Low paid jobs provided. Many employees in the tourism sector need
specific qualifications, such as foreign language proficiency.

3. Demand on local natural resources. Due to the limited bargaining power

of the developing countries, the multinational tourism investors may
oblige the government of the destination to follow their requirements and
conditions; otherwise they will not be willing to invest in some projects.

4. Economic leakage. With the advancement of communication

technology, major corporations nowadays can develop strategic alliances to
enhance their competitive advantage.
Furthermore, because the host destination may not be able to produce the quality of goods that
satisfies the demand of international tourists, consumer goods may need to be imported from other
countries to satisfy the demands of the visitors.

Fair Trade

1. Definition of Fair Trade

According to the World Fair Trade Organization (WFTO), fair trade is defined as “a trading partnership,
based on dialogue, transparency and respect that seek greater equity in international trade. It
contributes to sustainable development by offering better trading conditions in the South, and securing
the rights of, marginalized producers and workers –especially for developing countries.”

Source: World Fair Trade Organization (WFTO). Available at: www.wfto-pacific.com

2. Meaning of Fair Trade in Tourism

Many developing countries are now heavily relied on tourism for income. Fair trade in tourism ensure
that the people whose land, natural resources, labor, knowledge, and culture are used for tourism
activities actually benefit from tourism.

3. The Importance of Fair Trade in Tourism

The promotion of the fair trade concept is not only limited to the trading of agricultural products but is
also extended to the development of tourism and hospitality industry in developing countries.

The tourism industry is dominated by powerful multinational corporations based in developed

countries. The impoverished communities whose environments, people and cultures are exploited to
provide holidays for the wealthy rarely have a voice in the development of the tourism economy and,
as a result, rarely benefit from it.

A Case of Fair Trade in Tourism –

Fair Trade Tourism - South Africa (FTTSA)

FTTSA provides a framework for fair and sustainable development in tourism. It has clear
standards of supporting disadvantaged producers and staff along the whole supply chain,
with fair trading standards and prices, and a fair trade premium for social development in
South Africa. Along the lines of fair.

The FTTSA certification programme for tourism products was launched in 2002, and their accredited
portfolio of accommodation and activities are increasing annually. There are a total of six objectives to
be achieved under this programme, which include:

 Fair Share Participants are entitled to a fair share of income directly proportioned to their
contribution to a specific tourism activity.
 Democracy Employees are entitled to participate in decisions that concern them.
  Respect Respect for human rights, culture and environment, which includes safe working
conditions, gender equality, reduced consumption and protection of natural resources.
 Reliability Service delivery should be reliable and consistent, and basic safety and security
for both host and visitor should be ensured.
 Transparency Ownership of business should be clearly defined, sharing of profits, benefits and
losses must be transparent.
 Sustainability Increase knowledge through capacity building, share resources through
partnerships, encourage the responsible use of resources and reduce leakage through local
purchasing and employment.
Source: Baobab –Fair Trade Tourism. Available
at:http://www.baobabtravel.com/responsible_travel/fair_trade_tourism/

4. Practices of Fair Trade in Tourism

Below are some examples of fair trade practicesthat can be applied in tourism:

 Equitable consultation and negotiation taking into account the interests of local community
stakeholders, including tourism enterprises, and indigenous residents not involved in tourism;;
 Transparent and accountable business operations through environmental and social audits;
 Employment of local resident and indigenous people to develop human potential;
 Training and development at local community level for managerial positions, if appropriate as
part of a public, private and civil society partnership;
 Investors aware of and adhering to national, regional and local planning and environmental
regulations;
 A fair price, negotiated in partnership with local suppliers;,

Source: Tourism Concern -Fair Trade in Tourism. Available

at:http://fama2.us.es:8080/turismo/turismonet1/economia%20del%20turismo/economia%20del
%20turismo/tourismconcern.pdf.

5. Benefits of Fair Trade to Tourism Enterprises

 Satisfied customers:
Informed customers who feel satisfied that their money is benefiting the right people and that they are
not destroying what they have to come to love：no more feeling guilty, no more feeling uncomfortable
when asked for donations, no more feeling hassled by vendors, or begging children, no more feeling
‘ripped off’ or cheated.

 A high quality tourism product:

Tourism investors who care about the people and environment in destinations are doing themselves a
favour by nurturing and protecting the very product they are using for making a profit.
  A good reputation attracting increased consumer trust:
In times of fierce competition and little product differentiation, the reputation is often all a company has
to attract customers and gain their repeat business.

Source: Tourism Concern -Fair Trade in Tourism. Available

at:http://fama2.us.es:8080/turismo/turismonet1/economia%20del%20turismo/economia%20del
%20turismo/tourismconcern.pdf.

References:
Baobab –Fair Trade Tourismavailable at:
http://www.baobabtravel.com/responsible_travel/fair_trade_tourism/
Tourism Concern –Action For Ethical Tourismavailable at:
http://www.tourismconcern.org.uk/principles-and-definitions.html
Tourism Concern –Action For Ethical Tourismavailable at:
http://www.tourismconcern.org.uk/why-fair-trade.html
Tourism Concern -Fair Trade in Tourismavailable at: 38

http://fama2.us.es:8080/turismo/turismonet1/economia%20del%20turismo/economia%20del
%20turismo/tourismconcern.pdf
World Fair Trade Organization (WFTO)available at: www.wfto-pacific.com
World Tourism Organization (UNWTO)available at: http://media.unwto.org/en/press-release/2012-
05-07/international-tourism-receipts-surpass-us-1-trillion-2011

Quiz:

IDENTIFICATION. General Directions: Read carefully each questions and answer only the correct
letter/s or word/s in the following sentences.

__________________________________1.It also means that destinations are getting more similar to

visitors’ country of origin.
__________________________________2. They provides a framework for fair and sustainable
development in tourism.
__________________________________3.It is defined as “a trading partnership, based on dialogue,
transparency and respect that seek greater equity in international trade.
__________________________________4. They aspire to the material standards and values of the
tourists but were unable to achieve them. Anthropologists called
__________________________________5. It was used to describe this kind of activity.
__________________________________6. Employees are entitled to participate in decisions that
concern them.
__________________________________7. Service delivery should be reliable and consistent, and basic
safety and security for both host and visitor should be ensured.
__________________________________8.They will care about the people and environment in
destinations are doing themselves a favour by nurturing and protecting the very product they are using
for making a profit.
__________________________________9. Is of particular concern in rural communities of developing
countries because the imported culture may seriously change the people’s traditional lifestyle and the
values of the younger generations
__________________________________10.It is essentially a process by which an ever tightening
network of ties that cut across national political boundaries connects communities in a single,
interdependent whole.

Assignment:
How close is the world to me?
Students develop an understanding of the links they have that extend beyond local and national
boundaries.
1. Write about the event using some of the following prompts: national identity, language, design, place
of manufacture, origin of natural resources, cultural traditions, use of technology, history, etc.

2. Think of a current event featuring in headlines around world. (Hint: politics, music, sport, film
celebrity and culture disaster. Twitter might provide some ideas).

Activity:

Give at least three tourism product, identify and analyze the product, and also explain how will it
affects in globalization? Write it on one whole yellow pad.
 PHILTECH INSTITUTE OF ARTS AND TECHNOLOGY INC.

SUBJECT: TREND AND ISSUES IN HOSPITALITY

WEEK 2 (September 4, 2023)

Trends in Tourism and Hospitality -Economical Aspect

Tourism Sector

Spending on tourism and hotels is closely related to the economic cycle. Certainly, spending on leisure
activities such as holidays tends to be one of the first things that consumers cut back in times of
economic hardship. (Source: Finance –Tourism and Hotel Industry).

Disposable income

According to the concept of tourist flows, there are a number of micro factors influencing the patterns
of travel. Among them, the economic development of a country including employment status and
household income is an influential factor in determining tourist demand for travel. When the economy is
good, a relatively large part of consumer disposable income will be spent on non-essential products and
services such as tourism.

Low cost carriers an alternative during economic hard time

Source: The Statistics Portal –Respective airlines

Source: International Low-Cost Airline Market Research by Airline Profiler available
athttp://www.airlineprofiler.eu/2014/07/international-low-cost-airline-market-research/

Accommodation Sector

Disposable income

Hospitality industry is heavily affected by economic uncertainty as consumers rely on disposable income
to meet their travel needs. Historically, there’s an economic parallel between RevPAR (Revenue Per
Available Room) and GDP (HotelNewsNow, August 2014). According to Deloitte’s report on Hospitality
2015, demand for hotels overall has fallen four times faster than GDP during the recession in 2009, the
most dramatic fall seen over the past century.

Implications for types of accommodation

In the late 2008, the global economy experienced an economic downturn; its implications for the
accommodation industry are far reaching. During the economic recession, it caused both business
travelers and pleasure travelers to reduce their spending in travels.

What are select-service hotels?

According to the Manual of Introduction of Hospitality on Hotels and their classifications, there are nine
types of classification factor:
  Function  Design  Market Segment
 Location  Rating  Staff to room ratio
 Price  Size  Distinctiveness of
properties

Based on the above classification factors, Select-service hotels are classified by the price factor. In
general, hotels under this classification (price) factor can actually further break down into three main
classes, and Select-service is one of the three classes:

1. Limited-Service

2. Select-Service

3. Full-Service

Limited-Service Hotel*

A limited-service hotel was originally defined as a hotel without restaurant or banquet facilities.

Select-Service Hotel

A select-service hotel is a hybrid hotel between a limited-service and full-service hotel. It offers the
fundamental of limited-service hotels together with a selection of the services and amenities
characteristics of full-service hotels. Generally, this means these hotels do not feature multiple.

Full-Service Hotel

The most distinguishing feature of a full-service hotel is the abundant provision of food and beverage
services suitable for both guests and groups. In addition, selective amenities such as spas, elaborate
banquet rooms, doormen, valet parking, extended room services, concierge services, and high-end
restaurant and boutiques distinguish many full-service hotels.

*Source:US Hotel Appraisals –An Overview of Hotel Asset Classes available at

http://www.ushotelappraisals.com/services/select-service-hotels/and Vanguard Realty Advisors:
Hotel –Limited-Service, Select-Service & Full-Service –Commercial Appraisal available at
http://www.vracommercial.com/commercial-appraisal-hotel-full-service-
limited.html

Food and Beverage Sector

The effect of globalization phenomena on the development of food services from

fast food to full service restaurants
Globalization implies increases in the transnational flows of money, people, goods, information, and
culture. For the catering sector, the prospect of large urban markets has attracted foreign investments
from world famous corporations to open branch restaurants in big cities.

Perhaps the globalization of food services is more evident in the fast food restaurant chains such as the
McDonald’s. In two or three decades ago, few people would imagine that hamburgers, french fries, pizza
and other fast food products could succeed in the Mainland. When McDonald’s opened its first
restaurant in Hong Kong in 1975, most people thought it would survive for only a few months. Its
success story certainly surprised many people. Similarly, KFC set up its first franchise in downtown
Beijing in 1987, and succeeded to draw up to 3,000 customers daily during its first year of operation and
subsequently setting numerous company records.

As a restaurant goes global, its menu and cuisines will inevitably be

transformed to some extent. For example, McDonald’s in Beijing
managed to attract many loyal customers due to the convenience,
efficient service, comfortable environment, nice music and happy
atmosphere. Office workers enjoyed grabbing a quick bite on their
way to work, and friends enjoyed relaxing over a Coke.

Social-cultural Aspects of the Tourism and Hospitality Industry

Customers of tourism and hospitality can be distinguished based on a number of characteristics. Among
them, generations and lifestyles have received increasing attention as predictors of social-cultural trend
in the tourism and hospitality industry.

Aging population

As the baby boomers grow older in the coming decades, great change will
occur across North America, Europe and some Asian countries as the older
people become a very important part of the population. It is estimated that
the population of 65 years and older will increase from 6.9% in 2000 to
almost 16% in year 2050. The hotel must be designed in a user-friendly
manner for seniors, who will otherwise be driven away. The facilities
should recognize the physical limitations of the older customers. Walking
up the steps at the entrance may be difficult for some, not to mention
carrying the luggage with them. The restaurants must also provide traditional comfort foods (which the
older customers are more familiar with), nutrient-rich foods, vegetables and fruits, which suit the tastes
and nutrition requirements of the older customers.
Multi- generation travel

Another trend is the increasing number of grandparents travelling with

their grandchildren. The different generations may usually live apart
from each other and make use of trips as mini family reunion.
Intergenerational travel offers grandchildren and grandparents, uncles,
aunts and nephews the time to meet and enjoy their time together. A
challenge for the tourism and hospitality industry is how to appeal to
different groups of customers whose tastes could be very different.

Single parent family travel

With the increasing divorce rate, single-parent families have become

larger in number in many countries. On average, single parents have less money than two-parent
families but are still eager to enjoy a great vacation with the children so long as they can afford.
However, most hotels and resorts are ignorant of their customers’ needs. For example, hotels usually
charge guests according to the number of people staying per room.

Increase in one-child families

The role of parents as a gatekeeper in the past has gradually changed to a cooperative partner since
more focus would be put on to the single kids in such families. This trend is particularly significant
among the mainland’s tourists whose family’s structure is governed by the government’s one-child
policy.

More educated customers

As customers become more educated and knowledgeable, their expectations about the quality of travel
related products become higher and they tend to search for more information before making
purchasing decisions. Information about destinations, attractions, and travel related products such as
transportations and accommodations can be easily accessed through the internet including online travel
agents, hotel websites, official and unofficial tourism websites.

Polarization of tourists’ tastes and spending

The tastes and spending power of the visitors are getting more diversified. There
are visitors who seek for comfort and luxury accommodations, but there are
other visitors who are not so well-off but look for budget travel.

Emigration and homecoming visits

Emigration has become increasingly popular in the last few decades. After people
emigrate for some time, there is a higher tendency for them to travel back to
their home country on vacation to visit family and friends (VFR).
Assignment:

Jumble paragraphs or sentences

In some exercises you will be given a text or some sentences with paragraphs or words in disorder. You will have to
decide the appropriate order. In this case, you have to decide the right order of the words in each sentence.

1. - tastes spending and power the visitors getting diversified more the of are
_____________________________________________________________________
2. - hotel designed be must a in friendly seniors for will who be otherwise away driven the user manner
_____________________________________________________________________
3. - tourism be can based and hospitality distinguished number on of characteristics customers a
_____________________________________________________________________
4.-increases of money and implies people globalization in goods the information transnational culture
flows
_____________________________________________________________________
5. - hybrid between service a full limited service hotel select a service is hotel a hotel and
_____________________________________________________________________
6. - most the feature a service is hotel the abundant distinguishing of full the
_____________________________________________________________________
7. - tourism and hotels to closely economic spending on related the cycle is
_____________________________________________________________________
8. - trend number is increasing of grandparents their another grandchildren the travelling with
_____________________________________________________________________
9. - restaurants as goes a global menu its and will cuisines inevitably transformed be some to extent
_____________________________________________________________________
10.- originally service hotel was defined as hotel a restaurants without banquet or facilities a limited
_____________________________________________________________________

Quiz:

IDENTIFICATION. General Directions: Read carefully each questions and answer only the correct
letter/s or word/s in the following sentences.

__________________________________1.It implies increases in the transnational flows of money,

people, goods, information, and culture.
__________________________________2. It offers grandchildren and grandparents, uncles, aunts and
nephews the time to meet and enjoy their time together.
__________________________________3.In what year, KFC set up its first franchise in downtown
Beijing.
__________________________________4. They will enjoy grabbing a quick bite on their way to work,
and friends enjoyed relaxing over a Coke
__________________________________5.In what year, McDonald open their restaurant.
__________________________________6. "VFR"/stands for?
__________________________________7. It has become increasingly popular in the last few decades.
__________________________________8.It should recognize the physical limitations of the older
customers.
__________________________________9.This trend is particularly significant among the mainland’s
tourists whose family’s structure is governed by the government’s one-child policy.

__________________________________10. They have less money than two-parent families but are still
eager to enjoy a great vacation with the children so long as they can afford.

Activity: Video Presentation: Every student can choose one type of accommodation and they are
required to create a video and advertise the product of their chosen topic.

1. Limited - service
2. Select- service
3. Full - service

PHILTECH INSTITUTE OF ARTS AND TECHNOLOGY INC.

 SUBJECT: TREND AND ISSUES IN HOSPITALITY

WEEK 3 (September 11, 2023)

Trends relating to Social-cultural Aspects

According to the year of birth, four major generations can be identified, namely Veterans (Traditionalists
or, the Silent Generation, Swing and Builders), Baby boomers, Generation X and Generation Y. A
generation refers to a cohort of individuals who were born and grew up within a particular set of years;
within the same social and historical circumstances; and share similar life experiences which differ from
those born in other periods of time. The baby boomers will continue to be the key generation in the
tourism and hospitality market but the younger generations (X and Y) are also earning money which
enables them to travel by themselves.

Table5.1: The characteristics of the four generations and their possible trend setting effects on the
demand for tourism, accommodation and food and beverage products and services.

Generations Impacts on Tourism and Impacts on Food and Beverage

Accommodation
1. Veterans Tourism Food preference
 The veterans grew up  They make up 21% of all  The seniors usually
during the Great leisure travelers and 14% prefer food that they
Depression (1929) and of business travelers in are familiar with, which
World War II. United States. to a great extent
 Those events made  Veterans take an depends on their
them practical, patient, average of 4.1 leisure cultural background.
and conservative in their trips and 6.7 business  Some seniors have
views. They think hard trips per year. become more health-
work, diligence and  They are financially conscious in their food
personal savings are very conservative and want choice because of their
important. to be taken care of when health problems such as
travelling. high blood pressure and
diabetes.
Generations Impacts on Tourism Impacts on Food
and Accommodation and Beverage
 They value safety and  Veterans seldom use
security internet for travel
 They value loyalty and information search.
commitment  Veterans generation
 Many of them are prefer to escape
women. winter weather and
 Offer affordable or seek resting and
value-for-money relaxing activities.
options for the  They prefer to visit
veterans casinos, meet with
 The facilities must be different people and
designed in a user- experience different
friendly manner for cultures.
seniors.  They tend to take
longer trips than
other generations
and prefer travel
overseas.
Accommodation Food service preference
 They choose a hotel  Many seniors are not be able
based on safety and to afford luxurious
security rather than restaurants and tend to visit
location or facilities. family-style restaurants that
 They are more likely offer good service at
to re-visit the same reasonable prices.
accommodation over  They appreciate restaurants
a long period of time. that offer discounts for
 They have high seniors and menus with lower
preferences for prices and smaller portions
learning in their since their appetites are not
travel experiences. as large as those of the
 They concern about younger people.
the environmental
(air and water)
quality of the
accommodation.
Generations Impacts on Tourism Impacts on Food
and Accommodation and Beverage
Hotels may need to adopt a
universal design approach that
includes lower beds, brighter
lighting, larger fonts, and walk-in
showers that fit the use of the
seniors.
 The facilities should recognize
the physical limitations of the
older customers.
2. Baby boomers Tourism Food preference
 These are the people  They represent 36% of  The more educated
born after World War II, all leisure travelers and boomers may like quality
between 1946 and 1964. 38% of business food experiences such as
They are identified with travelers in United wine tasting. They are
the spirit of the 1960s. States. the major group of wine
 They are occupied with  This segment takes an consumers among the
materialistic possessions average of 4.2 leisure four generations. They
and money and treat trips and 7.5 business consider wine
work and personal trips per year. consumption as relaxed
sacrifice as keys to  They are the affluent and healthy activities.
success. They continue travelers and most of  Food service preference
to travel and go out. them travel for business.  Some older boomers
 They do not believe in  Boomers are less likely have become
simple advertising. They to use internet to search grandparents and may
demand full information travel-related visit restaurants that
to understand the information or make offer a family-friendly
products rather than just purchases for travel atmosphere and provide
believe in pictures and products. an upscale,
descriptions shown in  Boomers value health
advertisements. and wellness and they
 They are driven and favor medical tourism
dedicated. and health tourism (e.g.
 They want to feel spa, yoga and
connected to others meditation).
 They prefer a caring  They also seek
environment. excitement by
 This is a group that is  participating adventure
too big and too rich to travel which involves
ignore. hunting and fishing,
 They begin to reach the strenuous hiking and
retirement age, meaning tracking wild animals.
that they would spend  , Boomers also like to
more time for traveling. visit museums, sightsee
in cities and visit
 historical sites.
Accommodation
 They take more
domestic and
international trips than
the other cohorts.
 They place greater
importance on comfort,
value and quality of the
accommodations. They
expect hotels to have
comfortable furniture,
massaging showerheads,
in-room coffeemakers,
makeup mirrors, and
free Internet service.
 The educated baby
boomers like
accommodations which
enable them to explore
the culture of the
community or interact
with local residents.
 They tend to stay
longer.
 They concern about the
branding of
accommodations.
  They value personal
care and services
provided by hotel
staff without too
many disturbances
during the stay.

3. Generation X Tourism Food preference

 They were born  Gen X makes up  Many people in this group prefer fast food,
between 1965-79, in 31% of all leisure especially hamburgers.
a period with travelers and 36% of  They cite branded foods more than the other
increased divorce, all business generations, including favorite packaged
big layoffs and travelers in United cookies, ice creams, candies and snacks.
decreased job States.  They concern about the branding and quality
security, increased  They take an of wine and are willing to spend more on wine
consumerism, and average of 3.5 consumption.
extensive leisure trips and 6.9  They consider wine consumption as kinds of
advertising. business trips per ‘sophistication’.
 They are year.
preoccupied with  Gen X is more likely Food service preference
material possessions to travel with  Generation X people are concerned with value
and shopping. They children than other and they favour quick-service restaurants and
are driven by generations. midscale operations that offer all-you-can-eat
consistent goals to  They tend to use salad bars and buffets.
make money and Internet to search
buy consumer travel information.
products.  They want the need
 They emphasize of fun and seek
work-home balance, unique experience
and think that family in their travels.
life should not be  The preferred travel
totally neglected. activities for Gen X
 They do not belong are to visit
to any group and amusement and
tend to oppose theme parks, attend
against the decisions spectator sports,
of adulthood. playing golf and
 They adapt well to tennis and go to
change. beaches .
Gen X are usually
sensitive to
overpricing and they
try to find products
that offer the best
value for money.
 Accommodation
 Some studies found
that Generation X
people spend more
than the other age
groups as leisure
travelers.
 They like to stay in a
place that is trendy
Generation Impacts on Tourism and Impacts on Food and
Accommodation Beverage
4. Generation Y Tourism Food preference
 They were born  Gen Y represents 12% of  They are more
between 1980 and leisure travelers and 13% of budget-conscious
1995/2000. business travelers in United in their food
 They are optimistic, self- States. choice
confident, and open to  They take an average of 3.9  They also prefer
change, but are also leisure trips and 4.2 business fast food, but in
impatient and requiring trips per year. contrast to other
immediate gratification.  Gen Y are more active cohorts, many also
 They are good at using travelers than their older
technology and want to counterparts.
be the first to try new te  It is common for Yers to
 They place high value on search travel information
leisure and consider pay, through Internet and make
material possessions and online travel purchase. like healthier
status more important  They seek novel and foods.
than other intrinsic fashionable travel experiences.
values in work (e.g.,  When travelling, Gen Y favor
whether the work is to participate in amusement They are less inclined
interesting, challenging and theme park activities, go than Generation X to
and whether the worker to night clubs and dance, and associate specific brands.
can take responsibility look for shopping  They consume
for his or her labor) opportunities. less wine but
 They are trendsetters.  Gen Y prefers high quality more of the other
 They tend to oppose the products, even though they cheaper
main stream values by need to pay an additional alternatives, such
acting and thinking amount of money. as beer and spirits.
differently when  They prefer sweet
compared with other Accommodation wines rather than
generations. dry ones.
 They need immediate  They are least loyal to hotel  They believe wine
response. brands and are willing to try should be
 They prefer multitask. unconventional brands. consumed only in
 They want accommodations special occasions
which provide affordable fast or in fine dining
food, Internet access, wireless restaurants. The
environments, and flat-screen purpose for
TVs on the walls. socialization is
 They prefer accommodations strong.
which are easily accessible to
 shopping facilities and Food service preference
souvenir buying.  People in this
generation go for
fast-food and
quick-service
items, such as
burger franchises
and pizza
restaurants.

 They want a hotel which

makes them feel more
inspired, excited, important
and extravagant.
 They expect prompt,
convenient and multi-services
to be provided by hotel staff at
points of customer contacts.
 Internet marketing is
particularly effective for this
cohort.
References: adapted from
Chen, S.C. & Shoemaker, S. (2014) Age and cohort effects: The American senior tourism market.
Annals of Tourism Research, 48, 58-75.
Gardiner, S., Debra, G. & Ceridwyn, K. (2014) The generation effect: The future of domestic tourism in
Australia. Journal of Travel Research. 1-16.
ITB World Travel Trends Report 2010/2011, Section G: LOHAS prepared by IPK International on behalf
of ITB Berlin available athttp://www.itb-berlin.de/media/itbk/itbk_dl_all/itbk_dl_all_itbkongress/
itbk_dl_all_itbkongress_itbkongress365/itbk_dl_all_itbkongress_itbkongress365_itblibrary/
itbk_dl_all_itbkongress_itbkongress365_itblibrary_studien/
ITB_World_Travel_Trends_Report_2010_2011.pdf

Quiz:

MORSE TYPE. Write the correct letter on the space provided.

A. Baby boomers B.Veterans C. Generation Y D. Generation X
_________1.These are the people born after World War II, between 1946 and 1964.
_________2. They are trendsetters.
_________3. They think hard work, diligence and personal savings are very important.
_________4. They are preoccupied with material possessions and shopping.
_________5. They prefer a caring environment.
_________6. They were born between 1980 and 1995/2000.
_________7. They value safety and security.
_________8. They value loyalty and commitment.
_________9. This is a group that is too big and too rich to ignore.
_________10. They adapt well to change.

Assignment:
Questions and Discussion
1. In what generation do you belong to? Explain and elaborate.
2. How do we manage different generations?
3. How do you overcome generational differences in the workplace?

Activity:

Interview Video Presentation. Ask your family members or friends ( at least 5 persons), about their
needs and wants based on their age. Which of the following are they belong.
Veterans, baby boomers, generation X and generation Y.

When you are ready to conduct an interview, have the questions in front of you to make sure you are
getting the information you desire. Conversations about family can go many directions. When
possible, record the interview on audio or video.

PHILTECH INSTITUTE OF ARTS AND TECHNOLOGY INC.

 SUBJECT: TREND AND ISSUES IN HOSPITALITY

WEEK 4 (September 18, 2023)

Trends Contributing To Wellness Tourism

Holistic health

Holistic health presumes to enlarge the traditional sphere of medical(‘allopathic’) concerns from a
narrow, largely technical focus on symptomatology and disease to a broadened domain including,
nutrition, psychological and spiritual well-being, interpersonal relations and influences from the
environment.

Harmony and balance in al aspect of health:

 Physical
 Mental
 Emotional
 Social
 Moral-spiritual

Dimensions of Holistic Health

 Physical
 Mental
 Emotional
 Social
 Moral-spiritual

Physical Health
Refers to the state of the body, its composition, development, functions and maintenance.
Physical health also means the ability to carry out the daily task without become tired.

Few Ways to Ensure Good Physical Health

 To keep the body and mind energized, eat nutritious food.
 To prevent eating disorder never skip meals or overeat.
 To cleanse the body, drink to 8-10 glasses a day.
Mental or Intellectual Health
 Refers to the cognitive ability and skills to improve quality of life.
 It is the ability to reason out, analyze,evaluate, create and make rational decisions.

Some Ways to Attain Good Mental Health

 Set realistic goals.
 Look at every opportunity with an open mind.
 Know the demands and expectation from our self.

Emotional Health
Our ability to accept and cope with our own and others feelings. It involves understanding and liking
self.
Some Ways to Attain Good Emotional Health
 Be aware of and accept one’s strength and weaknesses.
 Handle stress and seek, help if needed.
 Develop strong communication networks among family, friends and peers.

Social Health
 Refers to the ability to build and maintain harmoniously and satisfying relationships.
 Being socially accepted is also connected to our emotional well-being.

Some Ways to Attain Good Social Health

 Increase interaction with other people
 Improve interpersonal relationships
 Assume a positive self-image.

Moral Spiritual Health

Refer’s to one faith, beliefs and values. Being morally and spiritually and healthy is necessary to know
the meaning and purpose of life.

Health and Well-Being

Introduction to Health and Wellness Tourism

Health tourism is one of the fastest growing segments of the global tourism market. According to the
Global Wellness Tourism Congress (GWTC), health tourism is a near half-trillion dollar market,
representing 14% of total global tourism revenues ($3.2 trillion) overall (New Study Reveals Wellness
Tourism, 2013).

Tourism
 Special Types of
Tourism
Business Leisure
Tourism Tourism

Health Tourism

Ill Prevention Medical Tourism

Specific
Wellness Disease
illness Surgery
tourism treatment
prevention
Typology of tourism in relation to health, medical and wellness tourism. Source: Adapted from USAID
(2008, p. 18).

1. Leisure tourism (sun and fun activities).

2. Outdoor recreation, sports and wellness tourism (healthy activities, but health is not the central
motive).
3. Health tourism (principle motive for travel is health).
4. Spa and wellness tourism (travel for sauna, massage, and other health activities).
5. Medical tourism (medical treatment and dental care).
 Abortion
tourism

Cosmetic Surgery Spa tourism

Dental Tourism

Wellness tourism
Medical Tourism

Medical Travel

Illness Health
Wellness

Interrelatedness of health, spa, wellness and medical tourism

domains. Source: Adapted from Hall (2011, p. 8).

The remaining trips are not related to leisure health tourism and can be classified as medical travels. The
main providers of medical clinical tourism are hospitals, special clinics, medical centres, rehabilitation
centres.
The medical resort tourism is the direct successor of a Soviet resort system. It is based on the
institutions, belonging to the sanatorium-resort complex, as stated above.

The Sanatorium is a medical institution dedicated to medical treatment, prevention and medical
rehabilitation using natural health remedies combined with man-made factors, remedial gymnastics,
dietary therapy and other methods in a specially organized regime.
A Prophylactic sanatorium is a sanatorium formed at the enterprise for balneological treatment,
rehabilitation and prevention of enterprises’ personnel disease, combining medical care with the work.
In the last years of the Soviet period sanatoriums began to be placed on federal and regional
Resorts.
A Medical pension is a holiday home with a complete ‘all inclusive’ package,
that also offers medical services.

A Child health camp is a camp for rest and treatment of children without
parents at the resort. Baths and mud baths are water treatment facilities, offering balneotherapy,
hydropathy and peloi

Defined Health And Wellness Tourism

There is much that is unwell about travel today. Wellness tourism is travel associated with the pursuit
of maintaining or enhancing one’s personal well-being.
Unwell Travel Wellness Travel
Unhealthy & over-eating Healthy living
Travel stress Rejuvenation & relaxation
Excessive drinking Meaning & connection
Poor sleeping Authentic experiences
Disruption of fitness routine Disease prevention & management
Wellness-minded consumers integrate healthy habits and activities into their lifestyles and their
travel.

 Primary Purpose Wellness Traveler:Wellness is the sole purpose or motivating factor for their
trip & destination choice.
 Secondary Purpose Wellness Traveler:Seek to maintain wellness while taking any type of trip.

What Is Wellness
“study defines wellness as a state of complete physical, mental, and social well-being.”

The word wellness is usually used to indicate a healthy balance of mind, body and spirit that
results in an overall feeling of well-being.

Health Tourism
Introduction
With the advent of globalization and culture of consumerism, people begin to travel to make use of wide
variety of alternatives that bring satisfaction and healthy living. Now a day’s people are more aware of
the importance of health. They are conscious in maintaining a healthy body, mind and soul. People visit
tourism destinations normally for leisure and recreation.
Health tourism is a niche tourism developed by the competing tourism promoting countries in order to
attract people travelling with the prime purpose of getting healthcare.

Concept of Health Tourism

Health tourism comprises of two terms healthcare and tourism and it involves a combination of
resources of healthcare and tourism.

 A health tourism destination highlights its healthcare resources that give wellness and
 cure and tourism attractions that give peace of mind and relaxation.

 Health tourism is becoming a preferred form of vacationing as its covers a broad spectrum of
medical services and mixes leisure, fun and relaxation together with wellness and healthcare.

 Health tourism is also known as medical tourism, wellness tourism, healthcare travel or medical
value travel.

Medical tourism often refers to travelling to other countries to obtain medical, dental and surgical
treatment.

Wellness tourism is the sum of all the relationships and phenomena resulting from a journey and
residence by people whose main motive is to preserve or promote their health.

The main attractions of health tourism are cost effectiveness and a chance to enjoy the tourist
products of health tourism destination during recuperative period.

History of Health Tourism

Health tourism has become a common form of vacationing, and covers a broad spectrum of medical
services. It mixes leisure, fun and relaxation together with wellness and healthcare. Medical tourism is
actually thousands of years old. In ancient Greece, pilgrims and patients came from all over the
Mediterranean to the sanctuary of the healing god, Asklepios, at Epidaurus. In Roman Britain, patients
took the waters at a shrine at Bath, a practice that continued for 2,000 years. From the 18th century
wealthy Europeans travelled to spas from Germany to the Nile. In the 21st century, relatively low-cost
jet travel has taken the industry beyond the wealthy and desperate.

Earliest Health Tourism Centres

Earliest medical tourism centres are built by Greeks, ancient Romans, Persians, Arabs, Europeans and
Indians.
Greek Medical Tourism
The Asclepia Temples (built in honor of the Greek god, Asclepius) were some of the earliest healing
centers where patients from around the region congregated for therapeutic purposes.

The numerous Asclepia Temples that were constructed during this time were usually established in
prime “healthful” locations, often near mineral springs. Most temple complexes also included snake
nurseries where serpents were farmed for mystic, healing rituals.

Ancient Roman Medical Tourism

In ancient Rome, hot water baths (called thermae) were not only used for their obvious medicinal
benefits, but they also served as important social networking venues for some of the Empire’s most
privileged elite. The Romans were definitely not believers in Spartan healing, and those who could afford
to do so spend lavish amounts of money at the numerous baths and hot springs that surfaced. Much like
the swank health care centers of 21st century medical tourism hotspots, these elaborate Roman
complexes were posh establishments. Some treatment centers actually included theaters, lounges, art
galleries, conference halls, brothels, and even the occasional sports
stadium.

During the early days of the Roman Empire, these thermae could hardly have been considered medical
tourism spots since most visitors were within one day’s journey.

Reasons for the Development of Health Tourism

A combination of several factors has led to the recent increase in popularity of medical tourism. People
from industrialized nations seek health tourism because of high costs of treatment in their home
country. Health tourism destinations provide high quality treatment at low cost, that is the health tourist
gets treatment at a fraction of cost that he has to spend for the same procedure in his home country.

Reasons for the Development of Health Tourism

A combination of several factors has led to the recent increase in popularity of medical tourism. People
from industrialized nations seek health tourism because of high costs of treatment in their home
country.

In nutshell following are the reasons that prompt people to choose health tourism:
 High cost of treatment in home country and high quality low cost treatment offered by health
tourism destination.
 Long waiting lists in home country and opportunity to get medical treatment within a week at
health tourism destination.
 To make use of highly sophisticated equipment’s and technology provided by the health tourism
destination.
  To reduce stress and rejuvenate body, mind and soul by taking alternative forms of medicines
which have no side effects.
 Taking the advantage of tourism while treatment as the patients can forget about their illness
and can relax in a health tourism destination.
 Ease and affordability of international travel and favourable exchange rates.
 Better hospitality services provided by the health tourism destination.
 Patients feel like they are at home even if they are treated for a serious disease.
 Availability of the services of highly skilled doctors and high standards of care.

Health Tourism Products

Health Tourism Products can be classified as medical tourism- surgery etc., eye care, dental care,
cosmetic treatment, Ayurveda, yoga, siddha, unani and homoeopathy.
Breast Enhancement - Breast reshaping procedures include:
surgical breast enlargement, breast enhancement, breast augmentation, breast lift and breast
reduction.
Liposuction
Liposuction is not a substitute for weight reduction. Liposuction is a method of removing localised fat
that does not respond to diet and exercise. It can enhance one’s appearance and one’s self-confidence.
It can be carried out on the tummy, hips, thighs, buttocks and in fact, anywhere on the body where
localised fat can be removed
Varicose Veins
Varicose Veins can be very uncomfortable because of poor circulation and it is advisable to have the
varicose veins surgically removed to improve the circulation of blood in the effected areas. Varicose
vein removal is an increasingly popular procedure for cosmetic surgery Varicose Veins.
Face-Lifts
As one grow older one’s facial skin has a tendency to wrinkle and dry,a face lift around the eyes, mouth
and chin can take years off ones appearance. With modern Cosmetic surgery, face lifts and Rhinoplasty
techniques can dramatically alter facial structures to give that renewed confidence.
Rhinoplasty
Modern techniques have dramatically improved the possibilities for Nose re-modeling and re-
sculpturing.
Eye Lid Lifts
Cataract removal, Glaucoma Surgery, Laser correction or Lens implants
Siddha System of Medicine
Siddha System is one of the oldest systems of medicine in India. The term 'Siddha' means achievements
and 'Siddhas' were saintly figures who achieved results in medicine through the practice of Yoga.

Unani System of Medicine (USM)

Unani system of Medicine is originated in Greece. It is based on the teaching of Hippocrates (462-377
B.C.). Gallon during 131-2230 A.D.
Unani System of Medicine (USM)
Unani system of Medicine is originated in Greece. It is based on the teaching of Hippocrates (462-377
B.C.). Gallon during 131-2230 A.D. The medicines used in this system are of plant, animal, mineral and
marine origins which also have their own temperament.
Homoeopathy
Homoeopathy is a specialised method of drug therapy of curing natural disease by administration of
drugs which have been experimentally proved to possess the power of producing similar artificial
symptoms on healthy human beings.
Naturopathy
Naturopathy is not only a system of treatment but also a way of life. It is often referred to as a drugless
treatment of diseases. It is based mainly on the ancient practice of the application of the simple laws of
nature. The system is closely allied to Ayurveda as far as its fundamental principles are concerned.
Ayurveda
Ayurveda is a holistic system of healing which evolved among the Brahmin sages of ancient India some
3000-5000 years ago.
Yoga & Meditation
Yoga increases the efficiency of the heart and slows the respiratory rate, improves fitness, lowers blood
pressure, promotes relaxation, reduces stress and allays anxiety. It also serves to improve coordination,
posture, flexibility, and range of motion, concentration, sleep and digestion. It can also be used as
supplementary therapy for conditions as diverse as cancer, diabetes, arthritis, asthma, migraine etc.,
Eight Stages of Yoga
Yama - Right Conduct Towards Others
Niyama - Right Conduct Towards Oneself
Asana - Physical Postures
Pranayama - Control of the Breath
Pratyahara - Control of the Mind and Sense Organs
Dharana - Concentration and Control of the Attention
Dhyana - Meditation
Samadhi - Perfect Balance and Unification

Quiz:
IDENTIFICATION. General Directions: Read carefully each questions and answer only the correct
letter/s or word/s in the following sentences.
_____________________________1. Is a specialised method of drug therapy of curing natural disease
by administration of drugs which have been experimentally proved to possess the power of producing
similar artificial symptoms on healthy human beings.
_____________________________2. Is one of the fastest growing segments of the global tourism
market.
_____________________________3. Often refers to travelling to other countries to obtain medical,
dental and surgical treatment.
_____________________________ 4. Refer’s to one faith, beliefs and values.

_____________________________ 5. Is a medical institution dedicated to medical treatment,

prevention and medical rehabilitation using natural health remedies combined with man-made factors.
_____________________________ 6. Is a camp for rest and treatment of children without parents at
the resort.
_____________________________ 7.It is not only a system of treatment but also a way of life. It is
often referred to as a drugless treatment of diseases.
_____________________________ 8. Is a holistic system of healing which evolved among the Brahmin
sages of ancient India some 3000-5000 years ago.
_____________________________ 9.It is one of the oldest systems of medicine in India.

_____________________________10. It increases the efficiency of the heart and slows the respiratory
rate, improves fitness, lowers blood pressure, promotes relaxation, reduces stress and allays anxiety.

Assignment:
Explain and describe the eight types of yoga and give at least 2 pictures of each.(Identify those
pictures)

Activity: Discuss with your teacher

What are the images about? What type of tourism do they represent? What type of people would go?