A new name for hospitality

Source: Retail Digital

Date :20/06/2007 16:16:44

The Institute of Hospitality is the professional association for managers and aspiring managers in the hospitality, leisure and tourism industries

By Philippe Rossiter

Established as an educational charity, the Institute traces its roots back to the 1930s through its ‘parent’ organisations, the Hotel & Catering Institute and the Institutional Management Association which merged in 1971 to create the Hotel & Catering International Management Association (HCIMA). More recently, members decided to change the name of the organisation to the Institute of Hospitality; a decision which took effect on 2nd April this year. This legacy has provided the Institute with a rich and diverse community of members, reflecting the broad span of the hospitality industry. Thus, every sector is represented; Hoteliers, Contract Caterers, Restaurateurs, and Academics, as well as caterers in the Health Service, Education, the Prison Service and the Armed Forces are all to be found within membership. Not only that, but the hierarchy of members also reflects the range of managerial responsibilities within the industry. So from students to ‘captains of industry’, members of the Institute can be found at every level and in every discipline.

A time of growth

The Institute has two very clear objectives: the advancement of hospitality education, and the promotion of best practice. Whilst the manner in which these objectives are met may have changed over time, they remain at the cornerstone of the Institute’s role and purpose, and this is reflected in the broad scope of its work and activities today.

At a time when the hospitality industry is set to enjoy a period of predicted growth, it is also beset by numerous challenges. The business and political environment in which the industry will have to operate is becoming increasingly complex. More demanding and discerning customers, rapid advances in technology, the world wide impact of labour demographics, and increasing concerns about the environmental impacts of tourism growth will all create pressures on hospitality managers. At the same time, the need to operate businesses successfully against the backdrop of a more aggressive and competitive commercial climate will require managers to continually develop their key leadership and technical skills. Supporting these hospitality managers as they face these challenges is precisely the role of the Institute.

Recent research undertaken by People 1st (the UK’s Sector Skills Council for Hospitality, Leisure. Tourism and Travel) has identified three priority areas which require addressing urgently if the industry is to achieve its growth potential over the next few years. Against a background of an overall labour crisis, a shortage of craft skills (especially amongst chefs), customer service skills and management and leadership skills are having a serious effect on business performance, and are contributing significantly to the low levels of productivity experienced in the industry.

Responses to the challenge

Good management and leadership skills are essential if the industry is to address the productivity, retention and recruitment challenges it faces in an increasingly competitive market place. Many managers and supervisors, especially at an operational level, are being appointed earlier, yet often without the appropriate experience and development. Worryingly, the People 1st research calculates that, in the UK, some 48,000 managers have no qualifications, whilst a further 57,000 are only qualified at Level 1. Yet at the same time, employers appear to be demanding more from middle managers, and have identified that, of all occupations, the level of skills required by managers is likely to increase the most over the next few years.

Recognising these factors, the Institute has put in place responses which will contribute to addressing this serious challenge to the industry. For the past 18 months it has been developing a new suite of qualifications, which provide solutions to the alarming lack of skills development amongst junior managers. The new framework is made up of individual units of learning covering all the key hospitality management competencies, and the result is a flexible model which enables learners and employers to access stand-alone CPD units that can be built up to a range of specialist and generic management qualifications. Supported by electronic online resources the new suite of awards provides a timely solution to the needs of managers and aspiring managers with demanding industry roles.

In summary, the Institute occupies a unique position in the world wide hospitality industry, providing support to managers in all disciplines as they progress through their careers. Its legacy of quality in education and information provision, as well as its constant promotion of best practice in many diverse fields enables it to make a valuable contribution to professional hospitality management. In this way, the Institute of Hospitality can be seen as a key partner in assisting hospitality managers at every level and across all sectors, and the businesses they represent, face the challenges which will present themselves in the 21st century.

Philippe Rossiter

Chief Executive

The Institute of Hospitality