BBHM109

Successful Communication in the Hospitality Industry

There are various forms of communication present in the hospitality industry

one of the principal forms being non-verbal communication. The environment
and artefacts within hospitality establishments are a form of non-verbal
communication and share responsibility for the establishments success. Within
this environment are forms of graphic communication, which allow people to
conform to these environments by communicating through symbols and signs.
There are many different aspects of this method of communication, such as the
vocal qualities, vocalizations, space proximity and body movement of a speaker.
The vocal component of our communication represents 38% of our total
communication, which looks at how something is said. Vocal qualities of a
speaker include pitch, range, pitch control, rhythm control, tempo, volume,
articulation and resonance (Dwyer, 2013, p 36). The importance of vocal
qualities within the hospitality industry is highlighted in different situations
which require talking. For example, the front desk staff in a hotel are often the
first people customers would encounter upon their arrival. If the staff are unable
to adequately provide information for customers due to their lack of articulation,
fluency or clarity when speaking, communication barriers will begin to emerge
and therefore hinder the guests experience, and could not guarantee the
hotels success.
Whilst the vocal qualities of hospitality employees play a major role in the
industry, body language makes up 55% of all communication and is therefore
the most important form to consider (Dwyer, 2013, p 34). Because of this, it is
crucial to promote positive body language to ensure the success of the hotel.
Body language consists mainly of posture, movement of the body and facial
expressions, all of which affect the expression of the overall message of the
speaker. Body language, for example, can project confidence, assurance, or
professionalism, as well as laziness, nervousness or boredom.
Customers who enter a hospitality establishment expect to be greeted by
enthusiastic and approachable staff who are willing to give them directions or
help where needed. An example of poor communication through body language
would be where staff members do not give customers their full attention. This
can be done consciously and sub-consciously, through things such as slouching
at desks, fiddling with objects, or providing facial expressions which display
disinterest in the customers and their needs.

Yen-Nhi Ngyuen, William Geddes, Alyna Fisher

BBHM109
Successful Communication in the Hospitality Industry

The environment of a hospitality establishment acts as non-verbal

communication and plays a major role in its success. For example, upon walking
into a hotel, customers would notice the colour scheme of the lobby, along with
any decorations or artworks, and would subconsciously make a judgment about
the hotels level of quality. Objects such as lounges and tables, if presented well,
can contribute to the success of the hotel by meeting the guests expectations.
This is considered a classification of nonverbal communication which affects
how customers perceive the establishment and its standards. The environment
of which a customer is in should match their expectations, as an unsuitable
environment can produce noise, which causes communication barriers (Dwyer,
2013 p 37). Within many hotels for example, plants or other greenery are mostly
found in public areas which give a welcoming atmosphere and create a lively
ambience. If the plants are uncared for and customers notice, it could be
perceived that the hotel is inattentive to detail, and can therefore communicate
a negative message to customers regarding the hotels standards. This can be
portrayed within other hospitality establishments such as restaurants.
Lighting can have an impact on the environment within the hospitality industry.
Lights with a yellow tone are commonly used in places such as hotel lobbies,
which reflect softly off of flooring, and create reflections which are not invasive
or hurtful to the guests. White lights are frequently used in restaurants as they
brighten up the atmosphere, adding a clean, fresh feel. Lights that are too
overpowering can be aggressive, and could have a negative effect on the
customer. This simple form of dissatisfaction could hinder the businesss chance
and level of success.
In addition to the environment, uniforms are an essential artefact within the
hospitality industry. Whilst uniforms vary between different establishments, they
serve to reflect not only the standards and professionalism of service set, but
the pre-considered judgments of the customers. Uniforms, along with badges,
distinguish staff within different hospitality establishments. For example, hotel
departments such as food and beverage, housekeeping and front of house all
have differentiated uniforms. Through this, guests are able to confidently
approach certain employees for assistance in the area of which their uniform
reflects, which is an essential part to the hotels success.

Yen-Nhi Ngyuen, William Geddes, Alyna Fisher

BBHM109
Successful Communication in the Hospitality Industry

Graphic communication is a paramount form of communication within the

hospitality industry. Various forms of this type include posters, graphs, emails,
signs and billboards, which are used for marketing purposes behind-the-scenes,
and are visible for customers to see (Eunson, 2007, pg. 24; 30). The visual
appeal of the establishment is a form of graphic communication as it is
responsible for creating a positive first impression. Multiple features of
hospitality institutions can be viewed online, through visually appealing photos
accompanied by detailed descriptions. For example, Hotels advertise
themselves through this method to establish a first impression toward viewers.
If this first impression is positive, these viewers become potential customers,
thus making this form of graphic communication highly important to ensure the
success of a hotel business (Schoultz, 2014).
The information presented to people via graphics are much easier to read and
less mental effort is required to understand it if it is presented in the form of a
picture (Lord, 1984, pg. 146), especially if it is relatable. Exit signs, fire
extinguisher symbols and toilet signs are forms of graphic communication, and
can have both verbal and nonverbal components (Dwyer, 2013, pg. 5). These
forms of graphic communication allow people of all cultures to understand what
the symbol/ sign represents. Restaurants, hotels, and other hospitality
establishments with disability aids such as braille, also contribute to non-verbal
graphic communication. This heightens the hotels chance of success, as it puts
the guests at ease knowing the hotel can provide for certain needs.
In conclusion, it is evident that non-verbal communication is vital to ensure the
success of a hotel business. The vocal components of the words spoken, body
language, environment, artefacts and graphic communication are some of the
various forms of communication evident within the hospitality industry. As well
as ensuring success, guests can hinder the chance of success of a hotel
business if they feel uncomfortable by the negative aspects of non-verbal
communication portrayed.

Yen-Nhi Ngyuen, William Geddes, Alyna Fisher

BBHM109
Successful Communication in the Hospitality Industry

References
Dwyer, Judith. Communication For Business And The Professions. Frenchs Forest:
Pearson Australia, 2013. Print.
Eunson, Baden. Communication In The Workplace. Milton, Qld: Wiley, 2007.
Print.
Lord, G.A. Know What I Mean? People And Cmmunication. 2nd ed. London:
McGwaw-Hill Book Company, 1984. Print.
Schoultz, Mike. '12 Best Examples Of Successful Advertisement Design'. Digital
Spark Marketing. N.p., 2014. Web. 25 Feb. 2015.

Yen-Nhi Ngyuen, William Geddes, Alyna Fisher