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A few of the Essay and Assignment tackled on Hospitality
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| | A case study of Sol Melia and requisite marketing strategy of Best Western Hotel in context to its findings | | | This report attempts to analyse SolMelia thoroughly and apply the findings to the Best Western hotel critically. Through the case study of Sol Melia, pointers for development of the future scope of Best Western Hotel have been sought. Sol Melia is the largest hotel operator in Spain (it was established in 1956) and a leader in the market. A look at its history has been beneficial to investigate into the pros and cons or the strengths and opportunities of the establishment in the market. In the face of Helms-Burton law Sol Melia came in a threatening position but looking at its strengths, its concern towards environment has been very strong. The result can be easily seen through its 2007 performance when Sol Melia exceeded its objective of raising an annual amount of 100 million Euros in revenues through asset sales. Sol Melia’s success can be credited to its excellent communication and relations that it maintains as well as to its easy adaptation and adoption of latest technology (SAPR3 technology). Luxury Destinations and Hospitality Business Solutions have been identified as the key marketing strategies for Best Western Hotel (BWH). Development of these strategies requires pinpointing of increased and more diverse accommodation offers and maximization of customer satisfaction through customer relationship management. The projected outcome of the implementation of these strategies is indeed positive. It not only promises to add value to the hotel reputation but also strengthen its base thereby, increasing the profits. In the face of cut throat competition, it is essential to adopt these forward looking strategies for the hotel. The BWH can gain an added advantage through these accommodation and customer relationship management relationship. | |  |
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| | Assignment on Staff turnover in Hospitality Industry | | | Hospitality industry is full of great career opportunities, which signals substantial fluctuations of staff turnover in various sectors within the industry. There are a number of factors playing significant role in the turnover issue including, low salary rates in the market, poor recruitment and selection methods, lack of proper induction and training processes, and so on. The seasonal nature of the industry also contributes to the high turnover rates in different sectors, and more particularly, in the Pubs and Hotels sectors. Replacing staff is an expensive affair, but company management authorities can work out effectively on staff stability by improving work environment, conducting better training skills and programs, and building stronger relationships between employees and their supervisors. | | |
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| | Comprehensive strategic analysis of Pan Pacific Hotel, Singapore | | | Starting and managing international operations even for a well established company domestically could pose many challenges and threats just for the simple reason that market forces in the host country are alien to the company starting venture internationally (Adler, 2005). The success or otherwise of an international venture depends upon many factors like political stability in the host nation, governmental policies, customer behavior, per capita income, customer spending habit, market potential, competition and so many other factors (Baker, 1985). It is important for the company that is starting an international venture to have sustainable capabilities to absorb possible initial failures. Another major factor that influences the success or failure of an international venture especially in the hospitality industry is the culture and religion practiced in the host country. It is well known fact that consumption of pork is not allowed in some of the Middle Eastern Islamic countries. Even alcohol consumption is not allowed in some countries in the Middle East. The company that is venturing into an alien nation must study, understand and adapt to the culture of the host nation. India and China are the two of the fastest growing economies in the world, in the current millennium (Datamonitor, 2009). This paper critically analyses the environment for Pan Pacific, Singapore chain of 5 star hotels to enter into Indian market, which hitherto has not been tested by the company. The paper uses market environment analysis tools such as PESTEL, Porter’s market forces, 7Ps required for the success of a company. The paper finally recommends the measures and precautions Pan Pacific needs to take before entering into Indian markets. | | |
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| | Consumer Behavior, Approach & Consumption as applied to Brazil Carnival | | | This essay discusses the consumer behavior during the time of carnival in Brazil. It profiles two persons, who possess completely different personalities. One is an extrovert believing in physical activities and sensual pleasure. He respects tradition and at the same time ever ready to experience what life has to offer. The other is an introvert, who dwells mostly in his mind. He respects tradition and has very strong conservative nature. He has very altruistic views about life and people. The paper discusses different consumer behavior theories and personality theories based on the two characters. Thus, single event like Brazilian carnival is viewed from totally opposing perspectives by two individuals. | | |
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| | Discussion on How Technology would affect Hospitality Industry | | | Hospitality industry is one which is directly linked with customer interaction. Hospitality industry contributes largely not only to the society but also impacts the country’s culture and macro economic as well as international relationships. The fraction and speed of interaction with the market and consumers are very concentrated as well as extensive, extremely prompt. Hospitality industry includes, hotels, restaurants, and many other customer service models, e.g. services at airline, trains and many more. In these businesses it is a direct customer interaction and that too a large volume. The scope of error becomes very less as a prompt response with very limited time to react. Therefore, the reaction time, response time, usage of resources etc., are required to be absolutely prompt and without any error with full information and awareness. The essence of success for any hospitality business remains in information management, record management and the promptness in service delivery are backed by these strong backend only. Therefore it is imperative for hospitality sector to implement best of the class technology so that due to a strong data management, service delivery could be made better. | | |
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| | Dissertation on Customer satisfaction and retention in Standard and Budget hotels in United Kingdom | | | The dissertation titled ‘Customer Satisfaction and Retention in Standard and Budget Hotels in the United Kingdom’ is a comparative study of budget and standard hotels with main focus on customer satisfaction and retention. Over the last few years, budget hotels have been gaining popularity (especially in the United Kingdom) because of the low prices that they offer for provision of comfortable services. Customers are waning away from standard hotels to budget hotels because a greater value for money is achieved at budget hotels.
For the purpose of the study, qualitative research approach has been adopted. Two hotels were chosen for the purpose of this study- Marriott and Travelodge (of United Kingdom). Marriott is a standard or luxury hotel while Travelodge is a budget or limited services hotel. Various aspects of customer satisfaction and retention in these hotels have been researched. Employee training and employee-customer relationship emerged as a major factor and was amply studied for the said purpose.
Chapter 1 of the dissertation introduces the concepts of customer satisfaction and retention, their importance and their measurement. Customer satisfaction entails meeting or exceeding the expectations of the customers while customer retention is a much longer drawn measurement of customer satisfaction. Chapter 2 discussed the research design for the study. Questionnaires and interviews were used to elicit information and gather data from customers and employees of the hotels. After a comprehensive Literature review in Chapter 3, Chapter 4 has tabulated the findings of the research. These have then been discussed and concluded meaningfully and logically in the last chapter of the dissertation.
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| | Dissertation proposal researching the Environment, Health and safety (EHS) practices adopted in Dublin’s hotels and consumers’ response to EHS practices adopted in hotels | | | Environment, Health and Safety (EHS) issues in the hospitality industry and technological measures to achieve them are becoming serious topics for management studies. Ireland is one of the few countries in Europe that started initiatives towards environment, heath and safety issues in industries and public services. Ireland was the first country in European Union to ban smoking in public places (Muiris Houston, 2003). Some of the main issues that are related to environment, health and safety are energy conservation, waste management, the use of eco friendly materials such as jute and cotton as a replacement for synthetic materials such as plastic, the use of natural resources such as solar energy and calories conscious menu in restaurants. Ireland has seen unprecedented growth in hospitality and leisure industry in the past few decades (British Medical Journal, 2003). People with increasing and disposable incomes are flocking to restaurants, health clubs, and gyms more frequently than before. People are also becoming health conscious and expect the same sentiment and treatment from the hotel management to their health concerns. These days hotels are increasingly scrutinized by the customers about health, safety and environmental systems put in place in the hotels (British Medical Journal, 2003). EHS initiatives are not just to lure health and eco conscious customers to hotels but also about ensuring safety for their own workers. A good EHS practice will encompass hotel staff, workers, customers and all those affected by the hospitality industry including suppliers. This research aims at understanding the EHS practices adopted in Dublin’s hotels and consumers’ response to EHS practices adopted in hotels. The research is cross sectional. The research is two fold. The first one employs a survey of major hotels in Dublin and the degree of EHS implementation in those hotels. The second part of the research aims at understanding consumers’ response to EHS practices in those hotels. The cross sectional research is conducted to prove that the hotels that adopt efficient and technologically advanced EHS practices attract more customers. | | |
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| | Environment friendly hotels – The need of the new millennium | | | Modern civilized world has in the recent past inflicted substantial damages to the ecology. If the damage is not contained now it is going to result in serious adverse climatic effects. Global warming is already taking its toll on hitherto balanced climate across the planet. Mother earth has resources, which, if not utilized conservatively could be extinct soon. So these days every industrial sector is adapting methods and practices to reuse or recycle energy sources like water and derivatives like plastic and aluminum. Efforts are also towards disposal of waste in such way that it does not adversely affect ecology. Hospitality industry substantially uses energy resources and products like plastic that could be recycled. The article takes a look at the current scenario of ecological threats and their impact on our future generations, it dwells into the threats that the hospitality industry poses to the ecology and the need of the industry to go green and the responsibility of customers to support the green cause. The article also discusses common practices implemented in making hospitality industry green. It aims to create awareness in the hospitality industry about going green and among customers the need to support the cause. It also aims to create awareness in hospitality industry among developing countries. | | |
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| | Essay analysing the issues of House Keeping and Guest Cycle in the Hotel Management industry | | | Hospitality industry is one of the fastest growing industries since the past few decades (Connor & Murphy, 2004). Thus hospitality management is becoming one of the serious disciplines of management despite critics’ opinion that hospitality management is about frying chips and flipping burgers (Lashley, 1996). According to Bob Brotherton (1999), hospitality management should be able to inform and direct agendas of both academicians as well as industrial practitioners. There are several departments in a hotel such as front office, house keeping, concierge, marketing etc. Front office has duties and activities like cashiering, making reservations, attending to telephone inquiries from the guests as well as from customers that wish to book the hotel room. While front office serves as administration and accounting activities of guest stay, housekeeping, concierge, security etc. look after maintenance aspects of guest stay. The essay discusses guest cycle, maintenance and management and operational issues in housekeeping and laundry operations. The essay finally makes recommendations to overcome managerial and operational issues. | | |
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| | Essay analysing the security measures used in international hospitality business to ensure safety of the guest, staff and property | | | Hospitality industry is one of the most significant contributors towards socio-economic growth of any nation. Hospitality sector takes into account a lot of related and inter-linked services that nurtures the emotions and egos of people, reflects the culture and uniqueness of a society and country, at the same time, enriches relationships between not only two nations but amongst millions of people.
Hotel industry forms a significant core of it. Hotels are places to dwell for a temporary period, in an unknown location for any individual. In exchange of money, people get stay with facilities and services which make life secured and comfortable at an unknown place.
Tourists from cross boarder come with a lot of trust and a sense of security to a new country and trusts a hotel for their reputation, facility, infrastructure and brand equity more. Even if it s a small hotel, the local equity plays a significant role to build a level of trust amongst a visitor.
With an attack at Taj Hotel and Trident Oberoi Hotel at Mumbai the Western part and commercial capital of India has shaken the confidence and claims of many hoteliers as well as the government at the same time the visitors, that they offer outstanding security facility to their guests (Tom, 2008).
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| | Essay on the design challenges of green approach in hotels and cost effectiveness of the green measures to building maintenance | | | Facility management in hospitality industry is all about providing for customers’ needs with the help of infrastructure (Langston, C. & Lauge-Kristensen, 2002, 1). Business these days is competitive and there is increased need for customer activity in a continually changing environment (Langston, C. & Lauge-Kristensen, 2002, 1). When organizations undergo deep cultural shifts affecting all of the business processes, fundamental changes to the organization structure can happen (Alexander, 1996, 1). When this happens there arises a need to be responsive to the immediate environment and issues such as heritage (Alexander, 1996, 1). Hospitality industry is more of an emotional appeal to the customers apart from providing value additions to their stay and living. And as such hospitality industry needs to address more of environmental concerns than other industries. Each of the moves or changes to the operation in a hotel towards eco-friendliness could be more appealing to the guests as eco-friendly measures cause least of the damage to ecology and hence human health such as reduced green house gases. Some of the green measures hotels could adopt are waste management, energy reuse, recycling etc. There could be other issues that the management has to deal with for its environment friendly or energy saving approaches such as increased costs and reduced awareness or support from the customers. This essay discusses green approach to building maintenance adopted by three hotels viz., Novotel Langley Hotel, Comfort Inn Wentworth Plaza and the All Seasons Kalgoorlie Hotel. The paper discusses the design challenges of green approach in hotels and cost effectiveness of the green measures to building maintenance.
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| | Management report analysing the reasons for the reduction in productivity of a five star hotel in India | | | The hospitality industry is a several billion dollars industry depending on the availability of leisure time and disposable income of citizens in a country. The sector covers a wide range of hospitality units including restaurants, hotels, etc. with each unit containing multiple groups and sub-groups such as management, marketing, human resources, facility maintenance, direct operations, and so on. The importance of the hospitality sector can be evidently recognized. A substantially larger portion of the economy of a nation can be significantly determined by the effectiveness and success of its hospitality sector.
This paper addresses the broad picture of the hospitality sector in India, with particular reference to the efficiency and operationality of the food and beverage sector. The current scenario in the Indian hospitality industry is a little complicated as it is going through a phase of transformation. Most of the leading players in the hotel industry are suffering considerable profit falls while others are complaining of major decline in net profit. In this context, a quality check in the food and beverage sector is also significant. Because the hotels are witnessing noticeable decline in the productivity of food, which can play a deciding role in the overall profit fall. Before going into further details, it is necessary to look into the food and beverage sector of the hospitality industry of the country.
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| | Marketing plan for Razzle Holidays | | | Razzle Holiday (RH) grew from the Thomas Travel (TT), a private limited company set up in 1951 by Trevor Thomas as a traditional travel agency offering travel tickets and coach/train based family package holidays to popular resorts. In the past five decades, RH has seen a lot of ups and downs in search of newer policies to expand their business and profits in the market. Since 1998, the company has been running in the hands of junior members of the family. | | |
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| | Report on EKKA, the Royal Queensland Show, Australia | | | The, Ekka, or the Royal Queensland Show is the annual show of Queensland, Australia (Ekka, 2009). The show originally conceived to exhibit agricultural produces, animals and showcase technological advancements has still retained the tradition of animal exhibits (Ekka, 2009). Although, most of the Ekka events are now centered on food and entertainment like fly wheel, Ekka still retains its heritage of showcasing cattle and agricultural produce. What was started as farmers’ carnival, Ekka now attracts both urban and rural population. Showbags that contain confectionary and other articles have something for everyone to be surprised are one of the main attractions of Ekka. Ekka is also an event where automobile manufacturers, Australian products manufacturers, agricultural producers, nurseries showcase their products. Consumers have a variety of entertainments, food and numerous exhibition stalls to purchase products from. From the management perspective Ekka is a huge marketing exhibition. Ekka is an event where companies and brands can reach to a large number of consumers to create awareness about their products and services. It is an event business houses cannot afford not to showcase their products and services. It is an event when whole of Brisbane rather entire Queensland comes together to shop, celebrate, rejoice and have entertainment. Effective participation and effective exhibits at the venue would go a long way in creating awareness, publicity about the product and services of companies. The writer of this report took the opportunity to participate in the show as a volunteer to learn the management concepts implemented in the show. The purpose of participation was to have a firsthand experience of how marketing strategies are implemented in a real life scenario. The writer joined the marketing team of Ekka as a volunteer. The job was to reach out to corporate houses, food chain companies, fast food enterprises to encourage participation. The job also involved in attending to participation inquiries, convey to them about the existing rates to have stalls and the possible quantum of business generated from the exhibition. The job was also to act as facilitator to the participating companies like filling up forms, help them choose a stall, making them understand the rules and conduct during the show. The writer with the theoretical knowledge on marketing and services and practical experience gained out of participating in Ekka show has developed evaluation criteria of marketing efforts of Ekka. The show’s actual success has been measured with the help of the criteria. The success and shortfall of Ekka against each criterion are discussed in this report. The report finally makes recommendations as to what could be improved in the marketing efforts and management of Ekka show. | | |
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| | Report outlining the Importance of Cash handling procedures, Cash flow budgeting and Capital budgeting for a small hospitality business | | | Hospitality sector has witnessed an increased innovation and competition lately. This process has only hastened more with the increased globalization. Hence, it becomes important for participants in the hospitality sector such as hotels and restaurants to manage themselves effectively. One of crucial aspect which is generally ignored by smaller players relates to financial planning and budgeting exercise. Budgeting is an important organizational exercise and involves making a detailed financial plan at organizational level. This is done so that organization can deal with any financial insecurity that might come on its way and for best use of its resources. This is done via three stages namely planning, execution through guidelines and finally control/review. The last step ensures that there is monitoring and comparison to evaluate if the results are desired. Budgeting exercise makes use of historical data points in case of an existing business for evaluating future trends. If this exercise is being conducted for a completely new business, it is known as Zero based budgeting. Budget exercise involves the top management including the liner managers who detail the cost and revenue estimation for their respective units. The decision making process may be from top to bottom if the senior management is dictating the process, while it is from bottom to up if this process is based on an enlarged role of line management giving the estimates.
Item based budget estimation is important since it focuses on operational expenses which are crucial in a managing a hotel. It accounts for sundry items such as salary, linen, add-on, and other miscellaneous expenses which are needed for providing the products and services. It requires input of line managers to arrive at these figures.
Capital budgeting within an organization involves decision regarding asset purchase such as machinery, maintenance and development of the premises. Ashley et al (2000) have surveyed the application of the capital budgeting practices in the hotel and hospitality sector. Collier et al (1995) and Parkinson (1995) have noticed that the hospitality sector have a large expenditure on fixed assets and the majority of it is not subject to obsolescence making capital budgeting exercise an important one. Robust cash management guidelines are also crucial for the effective running of any business unit. This includes details regarding managing cash, business day closure collection, policies for cash for expense usage etc. Last but not the least, cash flow is akin to blood circulation within an organization, and it is important to make sure that an effective cash management policy is operational. Understanding the cash flow cycle is important to manage the receivables and outgoing which is important for day to day running and survival.
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| | Review of the Magellan Sutera Resort Malaysia | | | With the growing economic condition of nations at a macro and micro level, tourism has become one of the most cash oriented industry which is not only lucrative but at the same time, connects many services together to push any economy or society to grow cumulatively. The entire world in itself grips mankind for a concept like tourism and some places treasures their unique characteristics to lead the show. Asia has been one of the leading places for tourism, both from uniqueness in characteristics, variety, and cost as well.
Our focus in this report is Malaysia, which is considered one of the most exciting and promising tourist destinations. Being one of the most prominent destinations in Southeast Asia, near the equator, tropical climate of Malaysia attracts tourists from across the world. We have picked up one of the most renowned five star resorts of Malaysia, Magellan Sutera and have done a complete evaluation of the prospective growth of the tourism industry in Malaysia and a view from the tourist’s perspective.
We obtained the complete overview of the five star resorts Magellan Sutera, we evaluated and did a comparative study of the available target market vis-à-vis potential target market for Magellan Sutera. We have done a macro analysis of the environment, society, culture, economic condition of Malaysia and how well the business strategy of Magellan Sutera fits into these blocks. We have done a SWOT analysis of the business model and tried attempting to recommend the further business strategy for Magellan Sutera.
Making a resort, registering it for a five star category is not very difficult for any real estate businessmen but the challenge always remains how to capture maximum market share percentage, customer satisfaction and long term retention, brand equity spread and customer brand recall is important. Therefore, our review reports stresses on the fact as to how aligned is the current business strategy of Magellan Sutera Resort, and what all changes could be done to strengthen the market share further, how could Magellan Sutera Resort could attract more tourist and capture the maximum volume of outbound tourism across the world.
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| | Review of the the research paper ‘Analysis of Hoteliers' E-Commerce and Information Technology Applications - Business Travelers Perceptions and Needs by Yeh et al. (2005), from the perspective of a Front Office Manager in a hotel | | | Hospitality industry in the past few decades is increasingly adopting technology in its operations, be they front office booking, room management, inventory etc. (Connor & Murphy, 2004, p. 1). IT investment in hospitality industry is no longer seen as additional costs to operations but is seen as strategic infrastructure that gives edge with competition. Some of the benefits of IT infrastructure in the hospitality industry are ease of use, centralized database that connects to all the departments, remote management, and the speed of operations. The modern internet technology such as e-commerce has enabled customers to find out availability of rooms, room rates, book the rooms and even pay online. According to Gregory and Brieter (2001), there was 54 percent increase in customers using internet to obtain travel information, bookings and hotel arrangements between 1998 and 2001 (Yeh et al., 2005, p. 3). IT infrastructure not only enables efficient use of resources within the hospitality industry but also offers customers ease of use. This paper reviews the research paper ‘Analysis of Hoteliers' E-Commerce and Information Technology Applications: Business Travelers' Perceptions and Needs’ by Yeh et al. (2005), from the perspective of a Front Office Manager in a hotel. The paper draws experience of the Front Office Manager to fill the gaps in the research. The paper also discusses the advantages and disadvantages of IT infrastructure in the hospitality industry. The essay finally concludes as to whether IT investment in hospitality industry is a boon or bane. | | |
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| | Situation Analysis on ‘Travellers’ Aid’ | | | Over the last few decades, market trends for travel have been mutating quite rapidly. Travel has grown to be a hot and profitable market. The need for stress busting has been known as an important trigger for increase in the number of travellers over the years. A non-profit organization like the ‘Travellers Aid’, therefore, needs to assess and revise the situation in order to augment its effectiveness. The following are given some important facts and figures and strategies to achieve this goal. | | |
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