Reference no: EM133457799 , Length: word count:2000

Assignment Report

Learning outcome 1: Interpret and use data generated during the "guest" experience
Learning outcome 2: Discuss the relationship between "guest" loyalty and organisational profitability.

The purpose of a case study is to apply the concepts and theories you have learnt about in class to the particular case. Case studies usually involve real-life situations and often take the form of a problem-based inquiry approach; in other words students are presented with a complex real life situation that they are asked to find a solution to. You will be provided with a case-study on which you should apply the various models and frameworks that have been covered in the module. You will be asked to write a management report based on the case study. Academic theory should be used to support the contents of the report.

Assignment brief:
You have been asked to write a report for the general manager of the hotel based on the case study hotel below. The language that you use should be simple and informative. As this is an academic assignment, you should include academic theory, citations and a full reference list with minimum 20 references.

Word count: 2000 words (excluding reference list)

Scenario:
The Milson Hotel is a 4-star central London independent hotel, with 150 rooms. The hotel has the following room types and rack rates:
• 109 standards rooms - rates range from £180 to £250 per night
• 35 deluxe rooms - rates range from £250 to £350 per night
• 5 junior suites - rates range from £350 to £500 per night
• 1 executive suite - rates range from £500 to £1500 per night
• Buffet breakfast is £20 per person

The hotel also has an Italian-themed restaurant that seats 100 covers and serves breakfast, lunch and dinner; a New York style bar that seats 45 guests that has jazz evenings on weekends; 3 meeting rooms; and a small gym. The hotel has mainly corporate customers Monday to Thursday and leisure customers on weekends. It currently uses Booking.com as an online travel agent with the remainder of the bookings coming directly on the hotel website or via business travel agents for corporate customers. The hotel uses Opera property management system (PMS) in the front office to manage reservations and front desk operations and Micros Point of Sale (POS) system in the bar and restaurant to manage orders and billing.

The hotel has access to a wide range of data and information that is collected from their IT systems and from the guests.
From the PMS system:
• Guest details:
• name, address, date of birth, address, telephone/mobile number, email, passport number, nationality, company, travel agency
• How the reservation was made (phone, email, online, travel agent, in-person)
• Market segment (individual, group, leisure, business)
• Arrival and departure dates
• Length of stay
• Guest preferences
• Room rate, type and number
• History of previous stays
• Occupancy and average room rate by day, month, year
• Payment methods and credit card transactions
From the POS system:
• Number of covers broken down by day, by service (breakfast, lunch and dinner) and by server
• Total revenue per server
• Breakdown of revenue of each item on the menu (food and beverage, service charge)
• Details of all the bills
• Average spend per guest, per service, per day of the week, per month
• Payment methods and credit card transactions
From outside sources (TripAdvisor, social media)
• Guest comments and feedback on social media

The report should cover the following points and be structured as follows:
Titlepage with report title, student number, module name and code, date

Table of contents ( STRUCTURE OF ESSAY)

1. Introduction - a brief introduction to the contents of the report

2. Explain the types of data that the hotel collects during the guest experience - consider pre-stay, during the stay and post-stay.

3. How can the hotel collect guest feedback and how can it be used to improve the guest experience. (Give examples of sources of feedback such as social media but also how feedback can be collected within the hotel)?

4. Why is guest loyalty important for the hotel?

5. Conclusion

6. Recommendations - provide three recommendations as to how the hotel can make the best use of guest data to increase revenue in the hotel, meet guest needs and ensure guest loyalty.