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Understanding the hotel industry
Understanding the hotel industry
Literature review of customer segmentation
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Recommended: Understanding the hotel industry
In the hotel industry with a certain service satisfy to customer needs. It was different and includes the different of customers as well. It is based on the theories of Maslow. That divides the different needs of people, from basic needs to the highest demands. This, in the hotel industry had been variety of services that reflect the level of customer needs. In each hotel have a wide variety of structures and designs vary. In order to meet the needs of customers. This will include a safety and convenience for the customers. The main aim of every person is a basic need be to stay and sleep. But there will be an increase in the level of demand. Some people want to stay for activities such as staying in exclusive resorts. In some people want to come for business travel. And their position in society as an individual, their want to stay in type of room differently.
To satisfy the customer. Depending on the type of room, the structure of the room and room designation. Firstly, the type of room be room for guests to stay alone that are single room, it has a queen size bed or two double beds that sometimes there is more than one guest. With the two guests in the room or double occupancy room in some cases, the hotel will offer a single or boucle occupancy rate. Next, Types of rooms to meet guests, three were triple occupancy, and if there are four people or families need to be a warm and comfort will be quad occupancy. In addition, room configuration looks at different in guest rooms within particular hotel. For make room configurations to increase benefit or room revenue for respect customers need. It may be involve Maslow’s theory. The ability to increase well configuration, called the upgrades. It is become trend to refer to the stand...
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...y for configuration of the room made to increase and benefits or needs of each individual by the theory of Maslow. In the hotel industry had been variety of services that reflect the level of customer needs. Type of room inside hotel is more or less at the arrival rate of customers. Moreover, pricing of rooms will continue to be standard deluxe or superior of customer loyalty. Configuration to improve service more than the standard configuration of the room was set associated with large rooms and facilities more than set the standard and enhanced to include more services. However, the combination of room type, configuration, and designation all come together to create guest room preferences and improved customer loyalty. In most of the hotels have to add and modify the option or opportunity to every customer and send to hotel industry has continued to be successful.
The management team of the hotel needs to do basic research to identify new products and services and latent needs of existing customers for the innovation process. An example is more room choices in the hotel. Then the company will need to come out with new products and services to reach the needs of current and new customers.
Such as luxury travel for high income guests, religious travel for followers and package tour for middle class people. Behavioristic Different travelers pursue different goals: high income guests are looking for quality, service., middle class people, and low income people are looking for convenience, speed. If our service reach their expectation, high income guests and middle class people are enthusiastic Attitude toward product. Then they may become strong loyalty status.
The management objectives focus driving the hotel’s income generating potential for its owners. Vincent implied three key objectives Colliers set for potential opportunities; how many number of rooms (80+), what services do the building provide for and a high quality condition report. Consequently, they structure their quantitative analysis around occupany rates, room rates per night and ancillary services per room. Running Yeilds were important in stabilising cashflows over the investment horizon. These are the quantitative meterics that drive the Hotel’s revenue base. Further Colliers targets 80+ room size pushing it into bigger scale projects where they can add value back into the investment. Vincent spoke
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.
We recommend Vikram to use service quality framework (SERVQUAL) as a scale to measure and manage hotel guest’s perception of service quality in terms of five dimensions (session2 slide#45), which are (i) Reliability – OV employee’s ability to dependably and accurately perform the promised service to consistently delight its guests (ii) Assurance – Knowledge and courtesy of OV employees, and their ability to convey trust and confidence. (iii) Empathy – OV’s individualized attention and customized care it offers to its guests and understanding the customer to anticipate guest needs, wants and desires to enlighten the service. (iv)Tangibles – Refers to OV’s lavish tents and other physical facilities, equipment, pleasant appearance of OV personal, etc. (v) Responsiveness – OV’s willingness to help customers and provide prompt
The economic theory of supply and demand dictates that an excess of supply (hotels) to demand (customers) leads to a lower price consumers are willing to pay. This creates inelasticity within hotel pricing and places substantial pressure on management to meet the pricing needs of customers while providing an attractive and unique service. Hotel services are also intangible in nature, placing increased burden on hotel owners to utilise all available rooms through discounts and deals.
Accommodation stores serve the whole acquiring populace of its land territory however concentrates on clients who need to buy things outside of ordinary working hours, for example, swing shift representatives and snappy customers searching for snacks. Therefore we have segmented our market into night customers, brisk customers, and
whereby the “history” of a customer of any one hotel can be accessed. by any other hotel so that preferences are immediately responded to. even if it is the customer’s first use of a new hotel. When this is in place, a customer of Mandarin Oriental, Hong Kong who prefers a particular type of beverage will find it waiting for him upon arrival. at The Oriental, Bangkok.
Companies throughout the hospitality industry a keen to implement the most successful techniques in order to make the best of their efficiency and increase their profitability and yield management, including overbooking strategies which is important in the operation of a hotel to maximise revenue and are increasingly putting these in to practise throughout the company (Hwang et al, 2009), an unoccupied room in a hotel offers a revenue opportunity, whether or not the no show customer has paid for it. Overbooking forms a part of a hotels yield management, also known as revenue management and can be defined as “the application of information systems and pricing strategies to allocate the right capacity to the accurate customers, cost and time” (Kimes et al, 2003: 30), by expanding on this term it ...
If one were to ponder the question of whether hotels should overbook their rooms the answer may appear to be quite simple. Why would a hotel owner want to book more reservations for rooms than they actually had available? This is an issue that has faced the hotel industry for a number of years. Contrary to what the average person may think about hotels overbooking their rooms, it has actually shown itself to be a noble strategy in achieving maximum profitability when done accurately. It is imperative that it is done in an appropriate manner so as to not give the hotel a corrupt name or lead to guest dissatisfaction.
... be on the facilities and services offered by the hotel to accommodate such persons such as the meeting rooms, conference rooms, ball rooms etc. while on the other hand, when aiming at the persons for a pleasurable visit then the marketer would more likely emphasize on the fun and exciting facilities that would interest them such as sports bar, tennis courts, treatment facility etc.
The rooms division describes several departments in a hotel. They are two main sub-departments: Front office process and Housekeeping operations. It also describes front office, reservations, guest services, concierge, communications and room service. Rooms division is very important to ensure all these departments work in sync. It is the lifeline of the hotel includes the economic, customer service and department forecasting centre.
For this assignment I have carried out a job study for the Hotel Management industry.
Room and rate assignment , creating a guest folio and special requirements helps managers plan. Pre registration is used to select specific rooms for guests , picking them up from the air port i.e. arranging a taxi and also dietary requirements. Because of pre registration , front office can notify housekeeping on the guests request by viewing their history records and memo’s for specific requests and preferences.
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)