Overview
This Research Paper evaluates the various techniques and modes of business communication followed in the hospitality sector.
The main objectives of the research are listed below:
1. To understand and evaluate the communication system of a specific organization under Hospitality sector.
2. To evaluate the communication system during a crisis.
3. To evaluate the communication system that is used to convey any change in the organization i.e. Change Communication.
The organization in focus for the study is Accor Hospitality, which is based in Hyderabad. Data for the purpose has been collected through Telephonic interview.
The Table given below displays the various contents of the research paper.

1. Introduction to effective communication

2. Hospitality Industry

3. Introduction to Accor Hospitality

4. Interview Questions & Answers

5. Conclusion and new trends in communication

INTRODUCTION

The word “communication” derived from the Latin word ‘communicare’ that means to impart, to
Participate, to share or to make common. It is a process of exchange of facts, ideas and opinions as a means that individual or organization share meaning and understanding with one another. In other words, it is a transmission and interacting the facts, ideas, opinion, feeling and attitudes.
It is the ability of mankind to communicate across barriers and beyond boundaries that has ushered the progress of mankind. It is the ability of fostering speedy and effective communication around the world that has shrunk the world and made ‘globalization’ a reality. Communication had a vital role to play in ensuring that people belonging to a particular country or a culture or linguistic group interact with and relate to people belonging to other countries or culture or linguistic group. Communication adds meaning to human life. It helps to build relationship and fosters love and understanding. It enriches our knowledge of the universe and makes living worthwhile.

ROLE OF COMMUNICATION IN BUSINESS

The term business communication is used for all messages that we send and receive for official purpose like running a business, managing an organization, conducting the formal affairs of a voluntary organization and so on. Business communication is marked by formality as against personal and social communication.
The success of any business to a large extent depends on efficient and effective communication. It takes place among business entities, in market and market places, within organizations and between various groups of employees, owners and employees, buyers and sellers, service providers and customers, sales persons and prospects and also between people within the organization and the press persons. All such communication impacts business. Done with care, such communication can promote business interests. Otherwise, it will portray the organization in poor light and may adversely affect the business interest.
Communication is the life blood of any organization and its main purpose is to effect change to influence action. In any organization the main problem is of maintaining effective communication process. The management problem generally results in poor communication. Serious mistakes are made because orders are misunderstood. The basic problem in communication is that the meaning which is actually understood may not be what the other intended to send. It must be realized that the speaker and the listener are two separate individuals having their own limitations and number of things may happen to distort the message that pass between them. When people within the organization communicate with each other, it is internal communication. They do so to work as a team and realise the common goals. It could be official or unofficial. Modes of internal communication include face-to-face and written communication. Memos, reports, office order, circular, fax, video conferencing, meeting etc. are the examples of internal communication. When people in the organization communicate with anyone outside the organization it is called external communication. These people may be clients or customers, dealers or distributors, media, government, general public etc. are the examples of external communication.

• Communication is the life blood of the business. No business can develop in the absence of effective communication system.
• Communication is the mortar that holds an organization together, whatever its business or its size.
• When people within the organization communicate with each other, it is internal communication and when people in the organization communicate with anyone outside the organization it is called external communication.
• Ability to work well in teams, to manage your subordinates and your relationship with seniors, customers and colleagues depends on your communication skill.

DEFINITIONS OF COMMUNICATION

Communication may be defined as interchange of thought or information between two or more persons to bring about mutual understanding and desired action. It is the information exchange by words or symbols. It is the exchange of facts, ideas and viewpoints which bring about commonness of interest, purpose and efforts.
• American Management Association defines, ‘Communication is any behaviour that results in an exchange of meaning’.
• Peter Little defines communication as, ‘Communication is the process by which information is transmitted between individuals and/or organizations so that an understanding response result’.
• Newman and Summer Jr. state that, ‘Communication is an exchange of facts, ideas, opinions or emotions by two or more persons’. It is essentially a bridge of meaning between the people. By using the bridge a person can safely across the river of misunderstanding’.
• Louis A. Allen defines, ‘Communication is the sum total of all the things that a person does, when he wants to create an understanding in the mind of another. It involves a systematic and continuous process of telling, listening and understanding’.

Therefore, the main purpose of communication is to inform, or to bring around to a certain point of view or to elicit action.

PURPOSE OF COMMUNICATION

1. For instruction: The instructive function unvarying and importantly deals with the commanding nature. It is more or less of directive nature. Under this, the communicator transmits with necessary directives and guidance to the next level, so as to enable them to accomplish these particular tasks. In this, instructions basically flow from top to the lower level.

2. For integration: It is consolidated function under which integration of activities is endeavored. The integration function of communication mainly involves bringing about inter-relationship among the various functions of the business organization. It helps in the unification of different management functions.

3. For information: The purposes or function of communication in an organization is to inform the individual or group about the particular task or company policies and procedures etc. Top management informs policies to the lower level through the middle level. In turn, the lower level informs the top level the reaction through the middle level. Information can flow vertically, horizontally and diagonally across the organization. Becoming informed or inform others is the main purpose of communication.

4. For evaluation: Examination of activities to form an idea or judgement of the worth of task is achieved through communication. Communication is a tool to appraise the individual or team, their contribution to the organization. Evaluating one’s own inputs or other’s outputs or some ideological scheme demands an adequate and effective communication process.

5. For direction: Communication is necessary to issue directions by the top management or manager to the lower level. Employee can perform better when he is directed by his senior. Directing others may be communicated either orally or in writing. An order may be common order, request order or implied order.

6. For teaching: The importance of personal safety on the job has been greatly recognized. A complete communication process is required to teach and educate workers about personal safety on the jobs. This communication helps the workers to avert accidents, risk etc. and avoid cost, procedures etc.

7. For influencing: A complete communication process is necessary in influencing others or being influenced. The individual having potential to influence others can easily persuade others. It implies the provision of feedback which tells the effect of communication.

8. For image building: A business enterprise cannot isolate from the rest of the society. There is interrelationship and interdependence between the society and an enterprise operating in the society. Goodwill and confidence are necessarily created among the public. It can be done by the communication with the different media, which has to project the image of the firm in the society. Through an effective external communication system, an enterprise has to inform the society about its goals, activities, progress and social responsibility.

9. For employees orientation: When a new employee enter into the organization at that time he or she will be unknown to the organization programs, policies, culture etc. Communication helps to make people acquainted with the co-employees, superior and with the policies, objectives, rules and regulations of the organization.

10. Other: Effective decision-making is possible when required and adequate information is supplied to the decision-maker. Effective communication helps the process of decision making. In general, everyone in the organization has to provide with necessary information so as to enable to discharge tasks effectively and efficiently.

Introduction to Hospitality Industry
Indian tourism and hospitality sector has reached new heights today. Travelers are taking new interests in the country which leads to the upgrading of the hospitality sector. Even an increase in business travel has driven the hospitality sector to serve their guests better. Visiting foreigners has reached a record 3.92 million and consequently International tourism receipts have also reached a height of US$ 5.7 billion. Hospitality Industry is closely linked with travel and tourism industries. India is experiencing huge footfalls as a favorite vacation destination of foreigners and natives and the hospitality industry is going into a tizzy working towards improving itself. Fierce competition and fight to rank on the number one position is leading the leaders of this industry to contemplate on ideas and innovate successful hospitality products and services every day. We at www.bestindiansites.com have listed a few sites which would help you to soar in the hospitality business.
Hospitality is a significant sector of the Indian economy and contributes significantly to the country’s gross domestic product (GDP) and foreign exchange earnings (FEE). The Indian tourism sector is also linked with important sectors such as transportation, infrastructure, and handicraft, which further helps in the growth and development of the country.
The Ministry of Tourism has made various efforts to expand the tourism infrastructure at various destinations in India. These efforts are a judicious blend of traditions, legacy, religion and eco-tourism projects that intend to offer the tourists a holistic experience.
India currently holds the 12th position in Asia and 68th position in the list of overall in the list of the world's most attractive tourist destinations, as per the Travel and Tourism Competitiveness Report 2011 by the World Economic Forum (WEF).
The increasing numbers of both domestic as well as international tourists have been very encouraging for the Indian travel and hospitality sector which has nearly doubled during the last three years. The tourism and hospitality industry experienced a healthy growth trend of 24.6 per cent during 2010-2011 as compared to 2009-2010. The total number of foreign tourists in the country in 2010 was 5.58 million as compared to 5.17 million in 2009, registering a rise of 8.1 per cent, according to the Market Research Division of the Ministry of Tourism.

Various Sectors under Hospitality Industry

Accor Hospitality
Accor is world’s leading hotel operator and market leader in Europe, Accor operates in 90 countries with nearly 145,000 employees. The Group offers to its clients and partners nearly 45 years of know-how and expertise. It is a French multinational corporation, part of the CAC 40 index, operating in nearly 100 countries. Headquartered in Courcouronnes, Essonne, France, near Évry, Accor runs a hotels branch (Accor Hospitality) and formerly ran a corporate services firm (Accor Services).
Accor Hospitality, the Accor hotels branch, has more than 4,000 hotels worldwide, ranging from economy to luxury.
Through Accor Services, Accor also sold service vouchers to over 430,000 companies and institutions and 30 million users in 40 countries. The company demerged its Accor Services unit in 2010 under the name Edenred.
Nearly 45 years, Accor has constantly reinvented its businesses to keep pace with the world around it, with the goal of providing innovative, high-quality products.
The main functions of Accor Hospitality are mentioned below:
• It provides travelers with the solution best adapted to their needs and a guarantee of the highest quality of service,
• It creates services for corporate clients and public institutions that support their development,
• To enhance the performance and simplify the daily lives of employees and constituents.
Its ambition is to become the European franchise leader and one of the world's three leading hotel operators, while respecting the values that have always informed the Accor spirit—a pioneering spirit of conquest shaped by a commitment to high performance and a constant concern for people—customers, employees and host communities—and for their environments.
Basic Information about the organization Industry Travel, tourism
Founded 1967
Headquarters Courcouronnes, France

Key people Denis Hennequin (Chairman and CEO)
Products Hotels and resorts, hospitality and other services for the public and private sectors

Revenue €5.948 billion (2010)[1]

Profit
€3.600 billion (2010)[1]

Interview Questions
General Information:
1. Name: Kuchumanchi Prashanth
2. Gender: Male
3. Designation: Operations Manager
4. Department: Operations
5. Age: 33
Specific Information:
6. How does crisis communication take place in your organization?
It depends on the urgency of the crisis and the type of crisis.
• If the crisis relates to operations, we generally use phone calls, which will be followed by mails
• If the crisis endangers the life and property of our guests; like evacuation in times of a crisis, then we have a public address system in place on all the floors which plays a pre recorded evacuation message which will be followed by our staff members visiting each and every room to assist in the evacuation process

7. Could you kindly state an example when you innovated for crisis communication?
During the 26/11 Mumbai terror attacks, leading hotels in Mumbai were primary targets. The Taj Mahal Palace and The Trident Oberoi were attacked and damaged because of the expats residing there. This led to a number of cancellations and panic among our expatriate patrons. In order to tackle this crisis, we had to organize press releases to emphasize that our organization is hand in glove with the local police, we have the best safety and security equipment and state of the art surveillance systems. To deal with any untowardly event our security teams are well equipped and well trained to conduct Emergency Evacuation, First Aid, and Cardio pulmonary resuscitation.

8. Which is the most preferred mode of communication in a crisis?
We generally rely on phone calls when we want to communicate to a specific person, but in case we give out instructions to all the members we use the Motorola Walkie Talky handsets.

9. Which is the most preferred intra-department mode of communication during crisis?
Departmental briefings are the most preferred intra-departmental mode of communication.

10. Which is the most preferred intra-Organization mode of communication during crisis?
Public address system and Walkie Talky handsets

11. How is communication regarding any change in the organization is conveyed to you? Generally changes at the operational levels are discussed in the daily meetings, and changes about the business plans will be communicated at the monthly staff events.

12. How is communication regarding any change in the organization is conveyed to external customers?
The changes which are regarding our service and offerings are generally sent to our “key contacts” as brochures and pamphlets; we also engage a media agency to advertise these for the world at large. They will place these ads in print media, local radio stations and outdoor advertising.
We reach out to our existing clients by means of social networking sites and by playing promotional video clips about our future plans on the screens in the lobby.

Conclusion:
Findings about Crisis Communication in Accor Hospitality:
1. Emails are most preferred means of communication during internal crisis.
2. Other means of communication during external crisis or calamities include public address system and use of walkie talkie.
3. Accor Hospitality uses various innovative measures to convince its guests about its safety and security.
4. A proper line of authority is used in giving instructions but in the time of crisis this scalar chain principle can be violated for quick and timely decision making.

Findings about Communication of any change in Accor Hospitality:
1. An Internal change is communicated through emails and face to face meetings.
2. An External communication about a change in service or operations of the hotel is communicated through brochures and pamphlets or the use of social networking websites like facebook and twitter.
References:
1) www.wikipedia.org
2) www.accorhospitality.com
3) www.citehr.com
5) www.managementstudyguide.com/business_communication.htm
4) www.bernsteincrisismanagement.com