So far The Ritz-Carlton has been able to successfully communicate the value of its intangible service to guests through its employees, promotions, guest recognition, achievement of rewards, and hotel customization. For example, we implemented guest recognition procedures such as putting special monogrammed pillowcases in a guest’s room after they’ve stayed at our hotel a certain number of times. This procedure demonstrates our recognition of the guest and shows that we care about them. The goal is to create a better experience for the guest and leave a positive lasting impression. Our company’s success is dependent upon
adjustment. The Westminster Bridge Hotel works closely to the consultancy group to check on the ideas in the development of F&B including their bars, restaurant, banqueting and kitchen. This resulted in high occupancy rate and good feedback among their guest. Hotels and restaurants spend thousands of dollars in interior design projects to ensure that the ambiance and the atmosphere are appealing and comfortable to every customer (Eaton, n.d.). Well design F&B is a smart approach that encourages repeat visit and help improve to raise the rank of a restaurant that is favorable not just to customers, but most importantly to their top of mind preference to choose the location whenever needed.
Interestingly enough, it is coincidental that I am a hotel practitioner by profession, hence I find this case study both illuminating and profoundly significant as it poses some challenging questions. I think there are two ways that Ritz-Carlton could monitor its success in achieving quality: facts and figures, which means every Ritz property must have previous statistics for comparison. In my view, a high proportion of repeated guests can validate its superlative quality service. Meanwhile, a regular survey that was carried out by a third-party consultant would also aid Ritz in understanding its place in the customers ' heart. On the one hand, I have direct experience of participating customer satisfaction survey in everyday life, as a consumer, if I frequent a same shop or restaurant, I will rely on its products and services heavily that I almost never take the
Market segmentation has been the positioning strategy for Intercontinental Hotels, and it is important that it is done well to consider critical features of each segment adequately. Moreover, market differentiation must promote the difference between the different brands so as to create awareness to each target consumer of the most appropriate brand. For instance, the strategy must inform the market of the difference between the Holiday Inn brand and the Holiday Inn Express brand. This differentiation is important since it will encourage business travelers to opt for Holiday Inn Express while those looking for recreation chose Holiday Inn. Consequently, each consumer will get the best service that is suited to their needs and hence create customer satisfaction in the varying
The marketing strategy should be defined based on the several market segments (Lynn, 2011). The marketing strategy should be designed and applied with patience and the expectation of the betterment of the existing service and hospitality of Hilton Hotels. The whole marketing strategy should be performed in different segments by different members of the company. These members have to be very responsible while performing their duty. These recommendations can bring a massive change in the marketing strategy of Hilton Hotels.
2) Impress the guests by providing Hong Kong-featured novelty Guests visiting to chained hotels around the world experience the same or high-level of similarity of service encounters, facilities and decoration provided, hotel uniforms with Hong Kong-featured novelty design is the feasible way to impress the guests. Ariffin, Nameghi and Soon (2015, p.782) point out that foreign guests expect hotels to “act as a good point of contact for the nation they are representing in terms of tangible or intangible components. One example of the tangible component in the hotel context is the uniform of the front-line staff members”, meaning that when guests arrive at the hotels, they expect to feel the nations where they are staying by experiencing the local features, hotel uniforms of the front-line staff members is one of the elements that can impress the guests with novelty
attempted to analyze how meeting planners perceive the performance of a hotel’s meeting services across four different stages of meeting planning including sales phase, pre-event phase, event phase and post-event phase; and how such perceptions can develop their overall satisfaction. By using a dynamic model of meeting planners’ satisfaction, it has been found that the event-phase performance was most important to the overall satisfaction of the meeting planners holding meetings in hotel. One year later, Lee expanded the study to address the needs of both sides, the demand side of the industry, the conference organizers and the supply side, the hotel managers. This study also explores operational issues that hotels hosting meetings commonly face. The findings of this study conclude that there are definite differences between the meeting planner and the hosting hotels with regard to requirements necessary and the existing problems that occur when hosting a
(1) Therefore, the concept of the “5 senses” and how it relates to the Hospitality Management industry is going to be analysed. This way, starting from the process of attracting guests to our hotel or guesthouse we need to show all the advantages we offer. Here, we are not simply talking about aspects that bring the idea of a neutral pleasant stay but aspects that are related to the environment where we are located. Through advertisement, people will form a perception and use their visual and hearing senses to realize and make up an idea of the type of establishment we are and the services we provide. It is our mission to complete that experience when they arrive and we can offer a more varied set of sensorial elements of our place.
A satisfied customer is likely to come back for repeated or further service. Hence, customer loyalty largely depends on the extent of customer satisfaction the provider is able to provide the customer in each service encounter. Exceeding customer expectations brings customer delight. Satisfying or delighting the customer in the service exchange is the key mantra to marketing success which is now identified and taken with due importance in modern day business marketing. A customer retained is a business success.
Chapter one identifies the background and problem statement of this research with a general overview about brand equity in hotel industry and brief information about The Mira Hotel. This chapter also consists of research objectives and question, significance of the study, scope and limitation of the study, and structure of the study. 1.1 Research background The social mainstream of businesses nowadays is changing gradually to catch up with service-oriented style of marketing. That is why branding has been considered to be “the cornerstone of services marketing for the twenty-first century” (Berry, 2000, p. 129). Simoes and Dibb (2001) also disputed that branding and brand equity management play special roles for service businesses.