Sample Answer
Outline
Introduction
This essay argues that the role of the hotel manager has evolved significantly due to technological advancements, changing guest expectations, and new sustainability and health concerns. The traditional focus on face-to-face guest service and manual operational management has expanded into a multifaceted leadership role requiring digital, strategic, and interpersonal skills.
Paragraph 1 – Technological Advancements
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The rise of digital tools such as property management systems, online booking engines, and customer relationship management software has transformed hotel operations.
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Hotel managers must now understand and manage these technologies to enhance efficiency and guest experience.
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Evidence: adoption of mobile check-in, automated billing, and AI-driven customer service.
Paragraph 2 – Changing Guest Expectations and Personalisation
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Guests today expect personalised, seamless experiences.
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Hotel managers now oversee loyalty programmes, data analytics, and tailored services.
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Focus has shifted from standardised service to flexible, individualised guest experiences.
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Example: use of guest data to customise room preferences, dining, and services.
Paragraph 3 – Sustainability and Corporate Social Responsibility (CSR)
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Growing demand for eco-friendly and ethical practices has expanded managerial duties.
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Hotel managers are expected to lead green initiatives, such as energy saving, waste reduction, and community engagement.
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Evidence: industry trends towards certification (e.g., Green Key, LEED), local sourcing, and zero-plastic policies.
Paragraph 4 – Crisis Management and Health Protocols
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COVID-19 highlighted the need for hotel managers to adapt quickly to health crises.
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New responsibilities include enforcing health protocols, managing staff welfare, and ensuring business continuity.
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Focus on resilience, risk assessment, and guest safety.
Conclusion
The hotel manager role has shifted from operational oversight to strategic leadership. This transformation reflects broader changes in technology, guest expectations, sustainability, and risk management.
Essay
Introduction
The hotel manager`s role has experienced a significant transformation over the past few decades. Traditionally, hotel managers focused on ensuring smooth daily operations, managing staff, and maintaining guest satisfaction through face-to-face service. However, in today’s competitive and technology-driven hospitality industry, the role has become far more complex. Hotel managers now serve as strategic leaders, responsible for technology integration, guest personalisation, sustainability initiatives, and crisis management. This essay argues that the role of the hotel manager is very different now than it was in the past, due to the impact of digitalisation, evolving customer demands, sustainability concerns, and new global challenges such as health crises. These shifts require hotel managers to possess not only operational skills but also digital literacy, strategic vision, and the ability to lead in times of uncertainty.
Technological Advancements and Digital Management
One of the most notable changes in the hotel manager role is the adoption of advanced technology across all hotel functions. In the past, managers relied heavily on manual processes for booking, billing, and guest services. Today, hotels use integrated property management systems (PMS), online booking platforms, and customer relationship management (CRM) software. These systems automate tasks, provide real-time data, and enhance decision-making.
Hotel managers are now expected to oversee and leverage these tools to improve operational efficiency and guest satisfaction. For example, mobile check-in and keyless room entry have become common, especially in business and luxury hotels. Managers must also monitor online reviews and social media to manage brand reputation and respond to guest feedback swiftly. According to the Hospitality Technology Study (2022), over 70% of hotel managers report increased reliance on digital tools post-pandemic. This shift requires not only technical understanding but also investment planning and staff training, highlighting how the managerial role has expanded into IT and systems leadership.
Personalised Guest Experience and Customer Expectations
Modern guests have higher expectations regarding personalised service and seamless experiences. In the past, hotel services were standardised, with little variation in offerings. Today, guests expect hotels to recognise their preferences, habits, and needs, whether they are regular business travellers or tourists.
Hotel managers are responsible for leading initiatives that enhance personalisation. This includes managing loyalty programmes, using data analytics to track guest preferences, and implementing flexible service delivery. For instance, hotels now offer customisable room settings, dietary-specific menu options, and personalised welcome packages. The use of CRM systems enables the collection of guest data, which is then used to tailor services.
Moreover, the rise of online platforms has shifted the power balance towards consumers, with guest reviews significantly influencing hotel reputation and revenue. Managers must therefore ensure that guest experiences are positive, consistent, and tailored. The emphasis on personalisation has transformed the manager’s role from reactive problem-solving to proactive experience design.
