Marketing assignment help essay on: Australian Hotel and Resort Industry.
Generation Y employees will negatively impact the sustainability at the Australian Hotel and Resort Industry.
Hospitality industry in Australia has traditionally relied on the very large pools which are available in the young labour force in order to fulfil their staffing needs (Magd, 2003) thus this being the case in current situation there is maximum percentage of the Generation Y which is found serving the hospitality customers. That is why in recent years the news and the commentaries related to Gen Y have also become quite common in the media circles (Fleming, 2006), which varies in topics ranging from retirement saving patterns (Pitt, 2008) (Pitt 2008) to not moving out of the homes (Jenkins, 2008). The people born between the year span of 1979 and 1994 are referred to as Generation Y (Loughlin and Barling, 2001) (Martin, 2005). It has been found that the work-related attitudes and characteristics of Gen Y as employees in hospitality industry is quite different from the previous generations like Baby Boomers and Generation X’s entering the hospitality industry as workforce (McGuire, Todnem By and Hutchings, 2007). Therefore it is found that determining the attitude of Gen Y is very fundamental in finding out the service orientation of the hospitality industry and should be considered in serious manner.
The reason being Gen Y makes 19% of the population in Australia currently (McCrindle Research, 2008), forms 22% portion of the total workforce and contributes to almost 30% of the hospitality employees in Australia (Cairncross and Buultjens, 2007). In the next decade this figure is bound to grow drastically by 2020 and Gen Y will contribute almost 42% of the Australian workforce in total thus creating acute impact on the hospitality workforce too (McCrindle Research, 2008).
Generation Y is also referred to as the Internet Generation or the Millennial . A generation has been defined as the most identifiable group which just not shares the age location , birth years but also the significant events of their lives during the critical development stages , divided by a range of 5 to 7 years in the first wave and core group and the second wave (Kupperschmidt, 2000).The main characteristics traits which have been seen in the Generation Y cohorts are that they have strong sense related to morality and are patriotic, are sociable, willing to fight for their freedom and value their home and family and moreover they are found to be very brand conscious and possess very high brand loyalty too (Goldgehn, 2004).
Generation Y is supposed to be very tech savvy want intellectual challenges always strive to make a difference and have strong desire to succeed (Eisner, 2005). However there are few negative traits also which have been found in Generation Y in context with the workplace and the work . Like in a study conducted on the 240 Australian business managers, around 40% of the managers expressed that they found it difficult to work with Generation Y. To support this finding it was also found that almost 70 % of the employees in Australia were not satisfied with the performance of the Generation Y employees (Casben, 2007) (Preston, 2007). The employers were mostly dissatisfied due to mostly the ;lack of communication skills in Generation Y like they had poor spellings and grammar moreover this is a truth that Generation Y are unable to understand what are the main components of corporate behaviour. Approximately 37% employers had a complaint that the Generation Y lacked the required technical skills and the professional skills too which was required to their particular jobs (Preston, 2007). Some of the employers also think that Generation Y has much less respect towards authority as compared to the previous generations (Casben, 2007). They have become impatient in the “old ways” because of the pop-cultures and the new technology. Despite of lack of practical experience they seem to be overconfident and along with that they have unrealistic expectations in relation to their salaries.
It has been found that this Generation Y is employed as casuals in the Tourism industry in Australia (Australian Bureau of Statistics, 2005). Moreover the Hotel and Resort Industry in Australia although has glamorous aspect but is found to have upstairs/ downstairs or master/ servant culture prevailing (Baum, 1995). There are several negative features which are reflected in the hotel and resort industry in Australia like low pay, lack of job security, bas treatment of employees which has resulted in ‘high turnover culture’ in the industry (Baum, 1995). Thus for hotel and Resort Industry in Australia it is a challenge to handle the Generation Y because they are technology savvy, grow in pop culture believe in mass marketing so they want the workplace to be multitasking and where their voice for work is heard, they have free access to work and they should get constant access to the company information through information technology , which is very tough to implement in the hotel and resort industry at the same time in Australia and therefore they start showing employee dissatisfaction and which results in negative impact on the sustainability of the Hotel and Resort industry if Australia (Eisner, 2005).
Any organization in hotel and resort industry which wants to grow positively with the generation Y employees which comprise of greater percentage of workforce they need to create an environment of more respect and they should allow a culture where the generation Y can get the things done beyond their ranks which will simultaneously result in job satisfaction and create a positive work atmosphere which will be helpful min creating the derives positive impact on the sustainability of hotel and resort industry in Australia (Eisner, 2005). This generation Y believes in positive work atmosphere and expects that workplace training and learning should run in the organizations ( Eisner 2005). SO in order to turn their Generation Y employees into productive ones the organizations need to bring a through change in their organizational culture in the Hotel and Resort industry in Australia because the attitude and characteristics of the Generation Y is not going to change it will remain the same.
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