Introduction: I am doing my marketing case study on Marriott Forest Of Arden hotel and country club. In the heart of the Midlands, set in provincial Warwickshire, yet just 4 miles from the NEC complex and Birmingham Airport. Forest of Arden, a Marriott Hotel & Country Club, one of the top UK’s golf playing destinations. Other than greens, this exquisite country hotel contains much more delights: a heavenly Spa, tennis, gymnasium & in house swimming pool. This hotel has been renovated so now it has got all newly decorated bed rooms including extravagance bedding and fast web. It has very big events and meeting rooms, champion 's golf destination. It has got 214 rooms, 2 restaurants Zest and Oak Bar and grill and one home bar Oak bar. This …show more content…
Most of the hotel has installed MICROS application in its restaurant to ease the service. This has certainly improved the communication between the kitchen and Restaurant. The front desk has Fidelio which is the worlds leading provider of enterprise applications for hotels and has range of software’s such as property management systems, reservations system. This helps in accessing the guest information, night audits, inventory control, profit management and report generation. The reservation system gives the staff instant room status and availability, making reservations possible at the touch of a button.5 http://www.hospitalitynet.org/news/4060662.html Economic factor: - Due to the economic crises there is huge business impact on hospitality industry. Hotel occupancy level has gone down drastically more over there is 20% of tax people has to bear on their expenses. Collaborated companies with the hotels are moving to another hotel due high rates. Because of all this hotels has reduced their pricing in all the products they are offering which is directly affecting the profitability of the company. Hotels are restructuring their business in order to cut cost as much as possible by merging several departments doing redundancy of staff. 6
47% of Marriott’s rooms are in North American Limited Service, 30% are classified as North American Full Service, and the remaining 23% of its rooms are in the international segment (Marriott, 2015). Recognizing that travelers have a range of budgetary and amenities needs, Marriott operates its properties under a variety of different brand names, 19 in total, each of which has its own “price and service points” (Marriott, 2015). Most of Marriott’s brands are at the high end of the market, which includes such widely recognized luxury brands as the Ritz-Carlton, JW Marriott, Renaissance Hotels, Bulgari Hotels, Marriott Executive Apartments, Marriott Vacation Club, Edition Hotels, Autograph Collection Hotels, Gaylord Hotels, and Marriott Hotels (Marriott, 2015). These properties often command nightly rental rates that can run several hundred dollars a night and offer a wide range of amenities well suited for both business and pleasure travelers. These properties are classified as “Full-Service.” Marriott also offers a range of “Limited-Service” brands that do not contain as many amenities and tend to be much cheaper than the Full-Service line. Examples of these properties include Courtyard, Residence Inn, SpringHill Suites, and Fairfield Inn & Suites (Marriott, 2015). Even though these properties are considered Limited-Service, they do offer considerably nicer accommodations and more amenities than other types of budget motels and hotels. In contrast to many of the other hotel brands, Marriott International does not operate any midscale, economy, or budget
1. The philosophy behind the 100% Satisfaction Guarantee is to have the guests act as quality-assurance inspectors by identifying quality deficiencies and reporting them to hotel employees. I do think that this is a good way to improve service quality; however, I am not sure that it is the best way. While it may seem to consumers that employees will try harder to satisfy them, if employees are empowered to refund a customer’s money, they do not have to answer to management, they can just do it.
-“Sense of Place” philosophy- each hotel has a local character and culture of the given location. Architecture and history in implemented in each individual hotel which is very different approach than chain-like competitors. This was a power tool that Rosewood had!
Moreover there is a strategy involved, in which is stated where Marriott has to focus on (those focus points are listed in picture 1.2).
The first situation is that of “special events” such as holiday periods, sporting/political events, etc. These events throw more power in the relationship to industry players due to the large customer demand and constrained supply. For example hotels see huge demand around the World Cup sporting event and hotel prices as a result on average spike between 100-300% compared to normal levels and for the last World Cup prices in one city went even further north of around 583% (Mallén, 2013). On the flip side, periods of economic recession have the opposite affect by impacting demand negatively thus forcing hotels to greatly lower prices to spur demand or compete with other industry players. During the last US recession, the average hotel occupancy rate dropped to a record low of 45% at one point from the normal average of 63%. As a result of the greatly declining revenues, such as a 48% drop by Marriott International, industry players laid off over 400,000 employees and greatly scaled back costs and new developments. Also importantly to customers who now saw more power in the relationship drift to their side during this time period, the average daily room price dropped to $98.18 (2009) from the record high of $107.42 pre-recession (2008). Both effects on opposing fulcrums show how important customer demand can affect the industry and the players’ actions
...s are essential to its growth domestically as well as globally for the long term. Despite its success with the Courtyard by Marriott, the company continues to expand. “Marriott is a growth company outside the U.S. Thirty-eight percent of all full service hotels are now open outside the U.S. and the growth in international distribution is aggressive and fast. We are expanding into new markets where Marriott is not known.” (Babitch and Chen).
The Hotel industry has become very important in the past years due to immense traveling and growth of international business. Hotel industry not only plays an important role in the life of people but as well as the economy of the country. Development and advancement in the Hotel industry have rapidly been taking place and especially since the rapid change in technology, it is very important for hotels to be promptly keeping up to date. When the hotel industry is spoken of, there are many famous hotels but one hotel company that has been outstanding in growth and other aspects of business, like in Leadership, Teamwork (Employee turnover), Motivation (Customer retention and satisfaction, Goals and objectives, (changing the way hotel business has worked), and Change within the company; structurally inside and physically outside, adding elements, like entertainment, gaming, and outdoor activities, is the Hilton Hotel Company.
The hotel industry performs within a saturated market, driven by customer loyalty and competitive pricing to stand-out. This competitive nature makes it extremely important to capitalise on strengths while improving on
Hilton Worldwide carries out business through three segments: (1) management and franchise; (2) ownership; and (3) time-share. These business segments enable management to capitalize on strengths like brand recognition and economies of scale. The company focuses primarily on the management and franchise segment which consist of 3,918 hotels with 610,413 rooms. Managing the properties, rather than owning them, allows the company t...
As the marketing consultant for a hospitality management company, it is often my responsibility to define target markets for various restaurants and hotels. In fact, I have been tasked with creating a fictional hospitality operation, to utilize as an illustration to define a marketing strategy and target market. In addition, I must identify and analyze the product life cycle of an organization that has been in business for a minimum of twenty-five years.
The hotel industry is an important component of the tourism industry. The fortunes of the hospitality industry have always been linked to the prospects of the tourism industry. Tourism is the foremost demand driver of the industry. Along with the tourism industry, the Indian hospitality industry has also emerged as one of the key industries driving the growth of the services sector and, thereby, the Indian economy.
Economic impacts our hotel industry by paying taxes, by accommodate rooms and by giving jobs to people. The revenue we get from our suppliers, employees, partners and guests gave us a huge effect on our hotel economics and supports our society. It prompts our expenses, providing good jobs, develops great business opportunity in practically all categories and benefits our society to succeed.
Whitla, P., Walters, P., Davies, H. 2007, Global strategies in the international hotel industry, Hospitality Management, vol. 26, pp. 777–792.
Hospitality is the relation between the guest and host, or the act or the practice of being hospitable. This includes the reception, entertainment and generally looking after the guests, visitors or strangers. The word hospitality is derived from the Latin hospes which means “host”, “guest”, or “stranger”. Hospes is formed from hostis which means stranger. Today in many areas hospitality has developed in various ways, no two ways of hospitality are the same such as in India the term atithi devo bhava is used and guest is considered god like and we are told to respect them as such by touching their feet, in other countries such as the western people prefer a handshake and hospitality is more formal. This is one of the few industries that are directly involved with serving its customers in many significant areas for their wellness that are eating, drinking and sleeping which are some of the most important needs of an individual that a hospitality professional looks after, these are basic things we can provide but the times are changing we are in the 21st century now and the hospitality industry has as any industry been heavily impacted by it. Technology today has completely changed the industry which is why it is important to see which sectors have been affected, where many things have been changed and a new generation of professionals has emerged, which understands it and continues to expand it. This project has given me a new insight into the types of technology that are emerging to improve not only the experience of the guest but also the employees in this industry and their employers. This is why I have chosen five technologies which vary in functioning and development the technologies are Global Positioning Sys...
The frontal office of large hotels mostly uses a computerized system to manage the guest information and pass it to other departments in the hotel. The frontal office is made up of a team of people with each person having various responsibilities in handling the guests. For the small hotels front office, the reception desk may not be computerized and mostly the reception area handles all the guest information and also carries out other tasks such as showing guest to their rooms. In general the small hotels do not have a team of people or at times has very few people in handling the guests. (Bardi, 2006)