Service – BTHR & 6S offer the added service of a concierge at their hotels. They both have loyalty programmes and personalized service and this superior service comes in the form of personalized service. Their honeymoon packages are an example of total experience management. Channel – The hotels own websites are content specific and offers are based on particular occasions such as honeymoons and their voice call centers allow customers to enquire and interact with knowledgeable staff. They also have booking platforms on their own brand website and so customers can go direct and they use travel agents via the GDS for indirect distribution.
However, this definition of the ‘’hospitality Industry’’ just satisfies most circumtances. 1.2. Aim of study The aim of this study is to define the importance of Marketing Mix for the success of hotels. In order to introduce the hotels’ product and promoting it to society, marketing is needed. To conclude, this study will analyse and define how Marketing Mix plays an important role on the hotels’ success.
By using hybrid conjoint analysis, Hu (1994) tried to measure the meeting planner’s preferences of hotel site selection to help hotel management understand what their customers want in the meeting business. It has been found that the “price (room rate) range” is the most important attribute in meeting planners’ considerations of hotel selection. “Location” is the second most important attribute, followed by “functional properties of meeting rooms,” “hotel guestroom comfort,” “food and beverage function,” and “hotel conference planning procedure.” However, Opperman (1996) identified in his study that hotel’s service quality as one of the most crucial factors in meeting planners’ decision process for meetings and
Introduction This study is based on the quoted data from different corporations, especially hotel groups, in order to conduct a comprehensive analysis if the triple bottom line principle (TBL) is desirable or not. The purpose of this study is aimed to demonstrate how the TBL is defined as a sustainable measurement for the performance of hospitality industry by developing the 3P formulation, ‘people, planet and profits’. Triple bottom line reporting is an approach to achieve sustainability as it integrates reporting on environmental, social and financial issues. (Assaf, Josiassen&Cvelbar, 2012). Ekington, 1998, indicates that from the analyzed result of TBL, a hotel’s operation condition is highly related to its strategic plan and the needs of stakeholders, and can be reflected directly from its incremental revenue, social and environmental values.
BX772102 Contemporary issues in Hotel Industry Name: Ranveer Singh Student ID: Critiquing Published Article: Hotel Brand Strategy 1 .Assumption: Brand management A hotels brand drives the operating ratios that are co related with a hotel property market value. Some brands consistently have strong net operative incomes than do others while other brands report consistently strong average daily rates than others do. (Oneill and Mattila 2006) Our study indicates that consumers are typically willing to pay a price premium for brands they view as high in quality. (Oneill and Mattila 2006) Hotel brands first create value for guests by helping to assure them of a uniform level of quality. (Oneill and Xiao2006) • Reasoning & evidence : The hotel
CHAPTER:2 LITERATURE REVIEW This chapter reviews the literature on loyalty and customer satisfaction. Although the major focus is on customer satisfaction in service of hotel, this chapter begins with a brief review of the importance of customer loyalty in the hotel industry. This is followed by a review of loyalty literature, which results in the construction of a definition of service loyalty for use in this study. Next, factors thought to influence the development of loyalty are discussed. In particular, emphasis is on customer satisfaction as the most important determinant for loyalty.
They work on to give higher importance to internal quality system by ensuring to provide their staff with equal opportunities, competitive employment package, developing their performance and skills, creating stronger communication and recognising and rewarding them (Kandampully & Sparks, 2001, pp 45-57). Application of SERVQUAL Model SERVQUAL model can work effectively for BHA, as it provides useful approaches for managers to determine their organizational variables including technology, policy, structure, processes and staff that guarantee the best service quality at minimal costs. SERVQUAL Model also supports hotel managers in evaluating their hotel position regarding its strategic, competitive and operative decision making impact. Therefore BHA will help managers to apply SERVQUAL model for measuring their service quality and satisfy their customer’s expectations (Nigel, 2015, pp
In this paper will be discussed implementation of such technologies as keyless system, mobile booking and machines with self-check-in and check-out. Implementation of modern technologies are becoming popular worldwide, however this project will be based mainly on the examples from the hotels in the United States. The goal of this project is to analyze and discuss the future perspective of the technology implementation and its impact on the hospitality industry overall. In addition to that, in this project will be discussed the pros and cons of the using modern technology in hotels. The last part of the project will be focused on technology’s influence on labor market and whether it will be substituted or not.
Having a positive consumer-based brand equity can lead to long term revenues, greater margin profit and success in term of marketing communication. To develop successful strong brand equity, it involves several stages that have been assembled as a set of brand building blocks. The brand building blocks also aims to identifies areas of strength and weakness as well as to provide guidance to marketing activities. Professor Kevin Lane Keller introduced a pyramid model known as customer based brand equity model that focusing on understanding how customer felt, recognize, heard etc. on the particular brands based on their experiences using the brand over the time.
Accordingly, The Mira hotel is selected to particular study to more clearly illustrate how much effectively a luxury hotel manages its brand equity would lead to an improvement of guest loyalty. As far as the research limitation is concerned, we all know that brand equity is considered as a contributor to a hotel’s success and reputation in guest’s perception. However, there are few empirical studies conducting the importance of brand equity management in hotel industry especially in scope of Vietnam and Binh Duong as well. This causes some difficulties when conducting the literature review and making relevant references for the applicability of those research results in the context of Binh Duong hotels. 1.6 Thesis structure This thesis is organized in five