Reference no: EM132354138 , Length: word count:3000
Hotel and the Guest Experience Assignment - Business Report
Learning Outcomes - This assessment addresses the following subject learning outcomes:
a) Understand the concept and development of professionalism within the broader tourism, hospitality and events industry;
b) Critically evaluate how changing consumer behavioural trends are impacting customer service;
c) Explore the correlation between culture, customer experience and business experience;
d) Analyse the impact of poor customer experiences;
e) Assess a range of strategies that hotels can take to improve their customers' experience.
f) Assess which type of engagement meets the needs of the digital, social and customer.
Context: The travel industry of the 21st century has been marked by a rising consumer demand geared toward the desire for unique travel experiences based on originality, design, authenticity, and cultural connections. As tourists are becoming more discerning and hedonistic, willing to spend their money for authentic, enriching and memorable experiences the hotel-scape is changing to responds and accommodate new customer's needs.
With the rise of Airbnb, which has created fierce competition for hotels, the increase of technology that permeates people's lives, and the rise of multi-generational travellers around the globe, hoteliers must find alternative ways to achieve guest satisfaction, loyalty and positive world of mouth.
This assessment task gives you the opportunity to investigate a topic that is of significant importance to the hotel sector, specifically the shift that is occurring in the hospitality industry. The purpose of this assessment is to also allow you to improve your academic writing skill set, an important skill in any profession; and finally, it provides you an opportunity to research the lifestyle hotel sector, and what hotel companies are doing to provide distinctive and authentic experiences.
Instructions:
This assessment task requires you to write a 3000-world business report based on the lifestyle hotel movement. To help you frame your business report, you should read widely and incorporate this reading into your discussion, including integrating examples based on two (minimum) lifestyle hotel brands.
While providing support with examples, in this report you should cover, at minimum:
- A discussion on global consumer behavioural trends that have provoked the rise of the lifestyle movement.
- A critical appraisal of how lifestyle hotels are defined, of their various characterising elements and of their differences from traditional hotels.
- A critical reflection on how lifestyle hotels can deliver authentic and distinctive guest experience to meet the needs of the digital, social and mobile customer.
Assessment Criteria: Your submission will be graded against the following criteria:
1. Demonstrate an advanced understanding of content.
2. Critical analysis of theories, models and techniques, which are appropriate to the topic.
3. Knowledge of topic, and demonstrate integration in selection of theory and industry data.
4. Ability to critically appraise literature, clearly related to the topic.
5. Clarity of communication (including spelling, punctuation, grammar and referencing according to APA 6th edition referencing).