Creativity In Hospitality
“Creativity is the ability to combine ideas in a unique way or to make unusual associations between ideas.” (Boddy & Paton, 2011, p 630)
As part of our Year 3 business skills and development module. We were required to research and present on the following topic: Creativity is essential in the dynamic hospitality industry. Research and explain the importance of creativity, it’s impact (using examples to demonstrate) and two ways in which creativity can be fostered in a modern workplace such as a hotel in Ireland. The topic was broken down into the following headings.
• What is creativity?
• Why is creativity important?
• The impact of creativity in the hotel industry
• What limits creativity?
• How can you foster creativity?
Executive Summary
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Firstly, the group chose to look into the service values of The Ritz-Carlton Hotels, which has a rather traditional but still immaculate and luxurious hotel chain. The Ritz-Carlton Hotels are famous from their exceptional first class customer service and the employees of these hotels are constantly aiming to create Ritz-Carlton guests for life this is encouraged by the ’WOW’ experience where the employees are given a cash budget used to improve quality of customer service and in hence to increase customer loyalty. Using this ’WOW’ employee budget which is 2000 Euro/employee, employees are encouraged to be creative and tailor guest experiences. Researches have shown before that the particular guests who are filling out the guest evaluation forms at the end of their stay and giving a general feedback that they very ’extremely satisfied’ are most likely to become fully engaged Ritz-Carlton guests for life, than the guests who are ticking out the ’very satisified’ box. This is a risk for The Ritz-Carlton hotels since they are not always able to judge if the budget which is given was used properly, or on unnecessary purpose. During the orientation of the Ritz-Carlton hotels, an example is given how to make difference between two guests. For instance, if there is a regular guest who orders an espresso every single morning during his stay in the hotel and one day he asks for room service breakfast, then the employee will know it from the system without asking the guest and going up to the room two times that he likes to have an espresso and in this case it can be given for free. But there is a different case, when the guest asks for an espresso during his breakfast and the day after he asks for the same room service breakfast even though the system can be tracked it is not indicated to surprise the
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