CA- Assn-1 (BMIH5003)
Programmes: BA International Hotel
Management
Module: Cultural Awareness
Student Name:
Student Id-
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Executive Summary
Premier Inn offers a well-documented rulebook to assist its employees greet and engage
with guests in a fair and professional manner. Many of the immigrants that work at
Premier Inn come from a diverse ethnic background. The language barrier is perhaps the
most challenging aspect of this circumstance. Despite cultural differences, the
management of Premier Inn, which is located in the United Kingdom (the host country),
ensures that all of its guests from the United Arab Emirates and its staff from a variety of
cultural backgrounds respect each other's languages, dietary preferences, religions, races,
traditions, and beliefs. In order to establish effective service interactions, hotel
management creates an accessible environment and maintains a favourable attitude
towards feedback from both workers and guests. Premier Inn contains some delegated
authority in order to manage guest services more efficiently, particularly for international
guests.
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Table of Contents
Executive Summary.............................................................................................................2
Introduction..........................................................................................................................4
The United Kingdom (Premier Inn).....................................................................................5
UAE (Guests’ home country and culture)............................................................................6
Country analysis...................................................................................................................7
Premier Inn Hotel’s handbook.............................................................................................9
Conclusion..........................................................................................................................11
Recommendations..............................................................................................................12
References..........................................................................................................................13
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Introduction
The UK-based hotel chain Premier Inn understands the value of having employees and
visitors who are sensitive to and knowledgeable about other cultures. Premier Inn
employs employees from a variety of backgrounds since the cultures of the United Arab
Emirates (UAE) and the United Kingdom (UK) vary. In order to accommodate tourists
from the UAE who have dietary restrictions including kosher requirements and food
allergies, the food and beverage (F&B) staff should also provide local meals to such
visitors. The staff of Premier Inn are considerate of the cultural and religious beliefs of
visitors from the UAE. The purpose of this paper is to serve as a cultural guide for the
employees, outlining what they should and shouldn't do while dealing with visitors from
the UAE.
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The United Kingdom (Premier Inn)
In the UK, Premier Inn is a well-known hotel brand that is noted for its reliability and
reasonably priced lodging. The first "Travel Inn" opened its doors in 1987; in 2004,
"Premier Lodge" and another chain of low-cost lodgings united to become the Premier
Inn brand we know today. One of the major hotel chains in the UK, Premier Inn has
developed and expanded significantly over the years.In the United Kingdom, there is a
sizable network of Premier Inn hotels. With more than 800 hotels and more than 76,000
rooms, they are one of the biggest hotel companies in the nation (Premier Inn, 2023). In
order to serve both pleasure and business tourists, they deliberately position their venues
in suburban and metropolitan areas.
There are no formal rules for greeting individuals in the UK because of the diversity of
the population. Any of the following are appropriate greetings: a salute, a simple "hello,"
an embrace, or an inclination of the head. English is the most widely spoken language in
the world, and native British speakers have a distinctive accent. They typically see it as a
benefit to communication or social contact when they come across someone with a
similar accent. In the United Kingdom, individualism, which values individual freedom
and autonomy, is quite common. Among the most commonly observed holidays in the
country are Christmas Day, Easter Sunday, New Year's Eve, the Queen's Birthday, and
Good Friday. The well-known hotel operator Premier Inn excels in catering to travellers'
demands in such a diverse setting.
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UAE (Guests’ home country and culture)
The United Arab Emirates (UAE) are a group of Persian Gulf countries. Culture,
population, and progress of the United Arab Emirates are all well-known strengths. Here's
a rundown of what the guests' home country of the United Arab Emirates has to offer:
The United Arab Emirates (UAE) is home to a cosmopolitan population and society.
Expats from nations like India, Pakistan, Bangladesh, the Philippines, and others make up
the bulk of the population (Mackay, 2011). The majority of the population is not Emirati.
Cultures, languages, and practises from all over the world may be found in the United
Arab Emirates. Islam, being the state religion, permeates every facet of life in the United
Arab Emirates. In the areas of family law, criminal process, and individual behaviour,
Sharia law is upheld in the United Arab Emirates. It is expected that visitors visiting the
United Arab Emirates would adhere to local Islamic norms and practises. Arabic is
widely understood and spoken among Emiratis since it is the country's official language.
However, because of the country's large immigrant population, English is also commonly
understood and spoken, particularly in commercial and tourist contexts. The people of the
United Arab Emirates are well-known for their friendly hospitality. It is of great
importance in Emirati culture to make guests feel at home (Mackay, 2011). The people of
the United Arab Emirates are known for their exceptional hospitality. Emirati cuisine also
incorporates elements of Indian, Persian, and Middle Eastern cooking styles. Rice,
various types of meat (such lamb or fowl), fish, and other spices make up the bulk of
traditional fare. Biryani, machbous (spiced rice with meat or fish), and luqaimat (sweet
morsels) are all typical Emirati meals (Mackay, 2011). Travellers may sample a broad
variety of international cuisines because to the multicultural make-up of the local
community. Numerous religious and cultural celebrations take place all through the year
in the United Arab Emirates. Family get-togethers, feasts, and other celebrations are
common ways that Muslims throughout the world observe major Islamic holidays like
Eid al-Fitr and Eid al-Adha. The Abu Dhabi Festival and the Dubai Retail Festival are
two others that showcase the country's thriving arts and retail industries, respectively.
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Country analysis
Geert Hofstede, a Dutch social psychologist, created the Hofstede's Cultural Dimensions
Theory as a framework for assessing and comparing cultural differences across countries.
According to Hofstede, there are six ways to describe cultural diversity.
Power Distance
As indicated by the country's high Power Distance score, power disparity appears to be
broadly accepted and even expected in the United Arab Emirates. In the United Arab
Emirates, respect for established authority figures and the law is highly valued (Hofstede
et al., 2020). People frequently believe that those in positions of authority enjoy greater
privileges and influence than those at the bottom of the totem pole. There is a distinct
hierarchy between those in authority and those who are not, and social status and prestige
are important factors.
In comparison, the United Kingdom has a lower influence Distance score, indicating a
more egalitarian society that tolerates fewer levels of influence (Adnan and Butt 2017).
People in the United Kingdom are well-known for questioning authority and fervently
believing that everyone deserves the same liberties and opportunities in life.
Collectivism VS individualism
The United Kingdom has a more individualistic society based on its high score on the
individuality scale. People in the United Kingdom value independence, initiative, and
personal accomplishment. Individual liberties and rights are promoted and protected.
The United Arab Emirates, on the other hand, are a collectivist society that prioritises
social cohesion over individual happiness (Adnan and Butt 2017). People in the United
Arab Emirates frequently place group objectives and desires above their own. There is a
strong appreciation for interdependence and maintaining social harmony.
The Masculinity VS the Femininity
The United Arab Emirates and the United Kingdom place a high value on virility, as
evidenced by their relatively high scores on this dimension. Both nations place equal
emphasis on exerting effort, taking risks, and pursuing one's goals. It is essential to note
that masculinity can manifest in a variety of ways depending on cultural context
(Hofstede et al., 2020).
The United Kingdom has made significant progress in terms of gender roles, with gender
equality and equal opportunity for men and women receiving increasing attention.
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Culturally and religiously, the United Arab Emirates (UAE) are influenced by traditional
gender norms that assign men and women distinct but equal roles and responsibilities.
Uncertainty Avoidance
The UAE's leaders may elect to enact more social regulations if the nation has a high
Uncertainty Avoidance score. Consistency and reliability are highly valued in the United
Arab Emirates. People often look to established norms like rules and regulations for
direction (Adnan and Butt 2017). On the other side, the United Kingdom receives a lower
score on the Uncertainty Avoidance scale, suggesting a greater propensity for change and
experimentation among its citizens. The British populace has shown a greater openness to
new information and a greater will to adapt.
Long Term VS Short Term Orientation
The United Arab Emirates prioritises the long term and emphasises perseverance,
tenacity, and reverence for tradition. In the United Arab Emirates, reputation and long-
term objectives are held in the highest regard. This perspective on the long term is
typically influenced by cultural and religious beliefs that place a high value on tradition
and custom (Al-Mansoori et al., 2014). The United Kingdom, on the other hand, is
renowned for its short-term orientation, adaptability, and willingness to change. People in
the United Kingdom place a high value on the ability to seize new opportunities rapidly
and to be adaptable.
Restraint vs. Indulgence
The United Arab Emirates score on the Indulgence dimension is below average,
indicating a culture with stricter social norms and regulations. In the United Arab
Emirates, restraint, modesty, and moderation are highly regarded (Jandt, 2016). One's
interactions with others are guided by discipline and a commitment to one's cultural and
religious traditions.
In contrast, the United Kingdom has a higher Indulgence score, indicating a culture that
values leisure, independence, and innovation more.
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Premier Inn Hotel’s handbook
Do’s Don’ts
Greet guests with enthusiasm Try being courteous and curious
Every initial impression should be kind instead than dismissive
and inviting. A warm greeting might help It's critical to remember that your guests'
a visitor's stay start off on the right foot. wishes and requirements are essential.
An example is the phrase "Good morning, Saying "I'm sorry, but I can't help you
noon, or night!" Greet Your Guests at with that" is a horrible decision. Either
Premier Inn. What can I do to help you present a variety of alternatives or seek
today? help.
Maintain vigilance and attentiveness No assumptions should be formed
Always prioritise the demands and based just on appearances
requirements of your guests. Pay close All guests, regardless of their origin,
attention to their questions and concerns nation, or culture, ought to be treated with
(Premier Inn, 2023). dignity and professionally.
I'm willing to assist in a number of ways. Based on ordinary assumptions, make no
Please let me know if there is anything I assumptions regarding a guest's likes or
can do to enhance your experience. wants. Instead, ask them open-ended
questions to get to the root of what they
need.
Be truthful rather than deceptive Take your time and try not to disturb
Learn more about the hotel's amenities, your guests
services, and nearby sites of interest. Allow your guests to voice their thoughts
Provide meaningful suggestions and and wants without interfering. Allow them
feedback. adequate time to express themselves.
Consider this: "When dining at our "Your concern is appreciated, and I'd like
restaurant, you must order one of our to hear more about it," you may say.
speciality meals." We provide a diverse Please describe everything in full, and I'll
range of cuisine alternatives. During your do my best to assist (Premier Inn, 2023).
stay, our concierge service may assist you
in planning excursions and other
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activities.
Maintain a clean and orderly Be neither rigid nor inflexible
environment Make an attempt to accommodate
Keep the hotel's atrium and hallways clean appropriate guest requests whenever
and tidy at all times. possible to demonstrate that you are
We are really happy with the warm and willing to go the additional mile.
pleasant environment we have created for I understand that this is not conventional
our guests. Please notify me if you process, but we will do all we can to meet
discover any issues so that we can resolve your demands.
them as soon as possible.
Observance of privacy and Consider cultural awareness
confidentiality principles It is important to be culturally conscious
When handling personal information and while talking with guests from various
requests from guests, use extreme care and nations. Respect their culture, values, and
confidentiality (Premier Inn, 2023). physical space. The Islamic practises,
Consider the following phrase: "Your especially Ramadan and clothing
privacy is our top priority." Your standards, are severely enforced in the
information and requests will be treated United Arab Emirates (UAE). Explain
discreetly and privately. how to appropriately respect local
traditions and rituals where appropriate.
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Conclusion
Premier Inn, UK takes into account the cultural similarities and differences of both its
employees and its guests while establishing hotel operating and management procedures
in order to reduce cultural conflicts and increase customer and staff pleasure. Premier Inn
employees provide a kind welcome to its UAE guests and attend to their every need
throughout their stay. Employees at the front desk should welcome Emirati guests in a
style that is culturally appropriate, which will leave a good impression. Throughout the
process of providing services, the hotel personnel is mindful of and attentive to cultural
differences between the two countries, including differences in ethnicity, religion, beliefs,
language, and culinary preferences. The administration of the hotel takes great care to
ensure that its policies and procedures will not be offensive to any of its guests.
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Recommendations
Coursework in Customer Service:
For your guests to have a wonderful stay, you must provide excellent customer service.
Employees at Premier Inn must have excellent communication and problem-solving
abilities in order to effectively respond to queries from and issues from guests. Any
thorough customer service training curriculum should include active listening, empathy,
dispute resolution, and going above and beyond.
Instruction in new technologies and digital skills:
Employees must be able to operate their gadgets competently and comfortably in today's
technologically sophisticated culture. To assist staff members become more adept with
property management software and online booking platforms, Premier Inn conducts
training sessions.
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References
Adnan, M., and Butt, S. (2017) Impact of Culture on Business Negotiations: A
Comparative Study of the UAE and the UK. Journal of Business Studies Quarterly, 9(1),
1-22.
Al-Mansoori, M. H., El-Nawawy, M., and Erffmeyer, R. C. (2004) Hofstede's
Dimensions of Culture in International Marketing Studies. Journal of Business Research,
57(12), 1396-1403.
Al-Seghayer, K. (2005) Cultural Dimensions of Learning: Addressing the Challenges of
Multicultural Instruction. Language, Culture and Curriculum, 18(2), 143-155.
Brown, K. (2013) Contemporary China, Palgrave Macmillan.
Cooper, C. and Wahab, S., (2007) Tourism in the Age of Globalisation. London:
Routledge.
Drake, H. (2011) Contemporary France, Macmillan.
Hofstede, G., Hofstede, G. J., and Minkov, M. (2010) Cultures and Organizations:
Software of the Mind: Intercultural Cooperation and Its Importance for Survival.
McGraw-Hill.
House, R. J., Hanges, P. J., Javidan, M., Dorfman, P. W., and Gupta, V. (2004) Culture,
Leadership, and Organizations: The GLOBE Study of 62 Societies. Sage Publications.
Jandt, F (2016) An Introduction to Intercultural Communication, 8th edition, Sage: San
Bernadino.
Mackay, H. (2011) Understanding Contemporary Wales, University of Wales Press
Moran RT et al. Managing Cultural Differences, 2007, Elsevier, Oxford.
Methan, K. (2001) Tourism in a Global Society: Place, Culture, Consumption. London:
Macmillan.
Moran, R. (2018) Managing Cultural Differences, 10th edition, Routledge: Abingdon.
Premier Inn. (2023) Official Website. Retrieved June 8, 2023, from
https://www.premierinn.com/gb/en/home.html
Samovar, L. (2009) Communication Between Cultures, Wadsworth, London.
Timm, A. (2011) Intercultural Problems in the Tourism Industry, GRIN Verlag.
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