Hotel and Sheraton Essay

Hotel and Sheraton Essay.


One of the most noticed hospitality service providers is known by the name of SHERATON with an absolute commitment to customer satisfaction is one of the hotel’s key distinguish factors and why is a rewarded Hotel since 2008 with the NSW Australian Hotel association Awards for excellence, and here we will evidence Sheraton in the Park in the heart of Sydney , this five star hotel is a great destination as a accommodation service provider, in a very smart style and nice views over the one most stunning cities of the world, guests of the Sheraton can enjoy nearby attractions including Opera house and historic the Rocks area where all shopping and dinning areas are located and also near by the iconic Harbour Bridge.

Sheraton is owned by Starwood Hotels and Resorts chain, every guest notice the innovative designs and marketing procedures that Starwood Hotels and Resorts does, but the most important and to complement all others efforts and that customer will not forget is the people, people that take care of the guest with the smile in the face and with the desire to help, and this is applicable in all levels of service, and here Starwood believes that service culture is not just about what you do, but about how you do it, and to have this level of service culture Starwood cares about associates much as about guest , that’s why guests can recognize associates pleasure and proud of working for this organization, and the powerful results living this strong service culture brings benefits not just for guests and associates but also helps to maintain organization goals and objectives.

So with this service culture Sheraton in the Park offers a 557 guests rooms including 48 suites, Sheraton beside accommodation service provider also focus in other kind of services that bring more business to the company and variety for customers, and that services are: * Business centre; Concierge; Elevator; 24 hour reception; Dry Cleaning; Babysitting; Housekeeping; Banquet facilities; Conference room; Currency Exchange; Multilingual staff; Safe deposit box; News stand; Secretarial service; Porters; Wake up service; Meeting rooms; Laundry service; Shops; Computers; Photocopier; Ballroom; Functions room; Audio/visual equipment; Video conferencing; Full-service catering; Exhibit Space; Luggage Storage; Gift Shop; Express check in and check out; shoe shine. And more directed to guest and there stay in the hotel be more enjoyable, Sheraton provides them with: * Room service; Restaurant; Disabled access; Bar/Lounge; Air condition; Non-smoking rooms; Mini bar; Refrigerator; Cable TV; In room Movies; CD player; Spa/jetted tub; coffee shop; Family room.

Also to add to it a lot of activities for guest pleasure and help them to maintain a healthy life Sheraton offer to guests a variety of activities: * Fitness room/Gym, swimming pool; Massage; Beauty Centre; Golf course; Sauna; Excursions.

Starwood Hotels SWOT

Starwood Hotel has a strong global presence worldwide. Indeed, during the financial year 2011, the company owned and operated 1,076 hotels (315,300 rooms) around the world. This wide presence in the lodging industry is resulting in diversified sources of revenue for the company. By owning and operating hotels worldwide, Starwood company is reaching more customers. * A strong brand image in the luxury lodging industry is also a real strength for the company. Starwood Hotels and Resorts is seen as a luxury and upscale brand in the lodging industry. The company operates 710 upscale hotels across the world ( 248,500 rooms) including W, Westin, Sheraton and Le Meridiens brands.

This brand recognition helps the company to compete in the luxury lodging industry; clients are attracted by the ambience and quality of service of the brand. * Starwood Preferred Guest loyalty program is strength of Starwood Hotels Company. Members of this loyalty program earn points when staying at Starwood Hotels. The points can then be used at any properties/ hotel owned by the company. This loyalty program helps the company retaining customers and creates brand loyalty which gives Starwood Hotels a real competitive advantage in the luxury lodging industry.


* Although Starwood Hotels has a strong global presence, the company recorded weak performance of its global portfolio. The company owned 565 hotels in the North American and African region and 524 hotels in Europe, Asia-Pacific, Middle-East, Latin America and African region. Thus, 48 percent of the company’s properties are located outside North America; however, in the financial year 2011, North America was 63, 3 percent of the company’s revenue while the rest of the world contributed to only 36,7 percent of the revenues. This bad international performance impacts the financial position of the company and has a negative impact on the growth of the company. Another weakness of the company is its debt; in the financial year 2011, Starwood had a long term debt of $2,194 millions. This debt unable the company to obtain financing in the future.

* The lodging industry is growing quickly in emerging market (China, India)

* Competitive lodging industry
* Political instability in some markets
Key components of the service in Sheraton

Sheraton web site is the main source of reaching Sheraton services, facilities opportunities and reviews from previous customer’s experiences, also agencies.

Sheraton Concierge is at your disposal around the clock to assist with information or arrangements, from dinner reservations and tickets for entertainment or sporting events tickets to details on local or regional transport, laundry service, and anything else that you might require Order Taking

Bookings are available on the website and credit card is required, also by phone or Fax and credit card is required as well. Internal you can use the concierge to book your dinners and all activities at concierge desk Hospitality

In front desk starts all relation with customer and customer service, all bookings, guest check-in and check-out and customer direction inside of facilities and to other departments, also food & beverage department for customer assistance either in the hotel restaurant or room service also full-service catering, room service is other hospitality service for customer 24 hours a day.


Is a supplementary service classified as supporting service. Safekeeping is the action of looking after the customer’s possessions. Sheraton Sydney is offering safe deposit boxes where customers can put their valuables during their stay. Sheraton Sydney also has a 24-hour valet parking service and self-parking facilities. Parking facilities are covered.


Are a supplementary service classified as enhancing service. Exceptions are the service that is superior to normal services. Sheraton Sydney is offering
“special requests” services such as: Babysitting service, multilingual staff, disability accessible facilities, ramp access to buildings, wheelchair accessible. The three restaurants within Sheraton Sydney offer vegetarian as well as healthy options.


is a supplementary service classified as facilitating service. Sheraton Hotel Sydney billing service includes: Periodic statements of account activity, Invoices for individual transactions and machine display of amount due. A periodic statement of account activity is recording any services used by customers during their stay at Sheraton. For example, if a customer used “Sheraton Fitness” during his stay and had two hours of personal training, $200 will be added to his periodic statements of account activity. At the end of his stay, a customer can access his periodic statement of account activity where the services used are all recorded.

Sheraton Sydney can also use invoices for individual transactions. If customers want to pay every services individually, the Hotel can print invoices for individual transactions. For example if a customer is going to one of the hotel restaurant and ask an individual bill, an invoice will be given to him for this transaction only. During the check-out, Sheraton Sydney displays the amount due on a computer located in the front desk. Customers can then authorize payment by credit card or bank account direct debit and invoices are printed upon requests. An email address is given on Sheraton Sydney Website for any questions or complaints about billing and finance.


is also a facilitating service. Sheraton Sydney accepts different methods of payment including: hand-to-hand transfers of cash, cheques and credit and debit cards. Rooms can also be paid in advance through Sheraton Sydney website without booking fees. At the end of their stay, every customer pass by the front desk and has to check-out, after handling the keys, they can pay by cash, cheques, credit (1,5% surcharge on credit card) or debit card.

Target market and Sheraton

Segmentation is the base for any company to reach positioning. However a company shouldn’t choose all the segments to be the main objective, the marketer will target a smaller group of people according with the segmentation and the description of product or service. This process is meant to be called targeting and it is choosing the real goal or objective that marketer wants to reach. “The same happen with hotels, it is a highly competitive industry. in most cases is impossible to operate a hotel aimed at satisfying the wants and desires of all potential customers.” Says Clark Wendel in his article Hotels Segmenting Strategies (Clark Wendel, Hotels Segmenting Strategies)

Attempting that, hotels are likely to target a small portion of clients to be satisfied. This is why the hotel industry has become segmented over the years with different hotels targeting different market segments. Targeting a particular segment of society allows a hotel to cater its services to this particular population so that all customers can be satisfied. in hotel industry can be defined four segmentation strategies affirms Wendel in his report Hotel segmenting strategies and those are: luxury, upscale, moderate and budget Luxury segment strategy

Targeting the luxury segment of the hotel industry can be lucrative, but it is also very difficult. Luxury hotels such as Sheraton focus on a guest’s experience, offering virtually everything that the guest could ever want. Luxury hotel guests expect to have top service, Michelin star quality food (the term make reference to fine dining quality) and posh surroundings. The strategy of targeting this segment is not only expensive, but difficult because you must maintain a very high level of satisfaction. This strategy can pay off, however, with premium prices. (Clark Wendel, Hotels Segmenting Strategies)

Upscale segment strategy

The strategy of targeting the upscale segment of the hotel industry is expensive and requires a great deal of effort, but it is more attainable than the luxury segment. Upscale hotel guests expect excellent service, including concierge services and fine dining, but do not have standards that are quite as high as the luxury market. Still, people in this segment are willing to pay a premium for their lodgings and so profits can be made by charging more than lesser-quality hotels. (Clark Wendel, Hotels Segmenting Strategies)

Differing that, and following the description given by Starwood Hotels Group to Sheraton; it is a luxury and upscale full-service hotels, resorts and residences is also the largest brand (in Starwood hotels group) serving the needs of upscale business and leisure travellers worldwide. The target market of Sheraton is both Leisure and Business travellers. Since Sheraton hotels provide up-scale accommodation and services, the hotels’ room rates are quite high. Therefore, budget travellers are not the target group of customer for this company. With their slogan “bringing people together”, the 5 star hotels seek for delivering people the experience of have a holidays bringing a feeling like they be in their home, and for those business travellers bringing the best and useful service for them to also “relax” in their business trip.

Web site and advertising

Sheraton web site specializes in providing information about all Sheraton hotels worldwide. Also, it specializes in providing online hotel reservation as well as other online services to all Sheraton customers from every part of the world. Sheraton web site is considered as a Supplier Site because the product of this web site is Sheraton hotels all over the world. In another word, this site supplies Sheraton hotels for travellers who are looking for accommodations under Sheraton brand name all over the world. The travellers can look for information of every Sheraton property from this web site. We have compare Sheraton web site with Hilton and Novotel’s websites, having in count that these three hotels are between 4 and 5 star hotels and therefore competitors.

Sheraton Hotel web site

Sheraton web site specializes in providing information about all Sheraton hotels worldwide. Also, it specializes in providing online hotel reservation as well as other online services to all Sheraton customers from every part of the world. The web site hasn’t been created with the purpose of make any profit from online bookings and reservations, but it is created for the purpose of support their business worldwide. Customers can search and get any information about any Sheraton Hotels and Resorts properties worldwide, also costumers can get information about the other hotels in the same chain owned by Starwood hotels Group (the information about Sheraton web site, 2000)

comparing Sheraton web site with Novotel’s and Hilton Hotels, we have found that Sheraton gives a relaxation environment, with brown colours are more mean to express relaxation in a luxurious environment. However Sheraton’s website does not bring an easy access for people to know about prices and rooms photo gallery. Costumers like to know what they are going to buy exactly, certainly they are buying best service but also accommodation and comfort and is important to show what the company exactly offers, looking at the web site we have found that the quick access to see prices and rooms in SYDNEY is harder that the other two.

And it is a disadvantage because people is tend to forget about it or just won’t be interested in researching so much for those prices and go to another hotel’s web site that brings better process. The target market that Sheraton web ste shows is mean to be for business travellers and leisure, it inspires that but in a relax way, where people can go enjoy and have rest even business travellers with all their meeting and work, Sheraton web site shows that they will find also the best atmosphere and service to make their experience the best too even if they are working.

Hilton hotels Group web site

Their colours are more likely to inspire luxury and elegance, the colours that they manage are black mostly and orange and gold. The easy access that Hilton web site brings is quite nice and quick, room’s gallery of Hilton Sydney are pretty easy to find as well as the prices. It is a good advantage because people would like to research more and more, it will probably give to the company opportunities of not selling only the booking, but also an extra service, making the visit of the costumer even more profitable from the first time.

Hilton instead of Sheraton and novotel remarks more their interest in business travellers despite they do as well for leisure, but shows more the environment of having fun in their facilities like the club, meet and do business in their 23 meeting and conference rooms and enjoy their Restaurateur Glass Brasserie service, and physiologically a family (with kids) will see that away from their expectations; however business people, couples and even singles find that pretty interesting.

Novotel’s web site

Novotel’s web site mean to be more clean, despite their brand colours are yellow and blue, their web site is built mostly by white, and according with the four key components of a web site, this is a really advantage for them, for costumers view white colour gives a rest for eyes at the same time they are looking, so people will be navigating for longer time. Quick and easy access is provided for Novotel’s web site. With their familiar atmosphere this 4.5 stars hotel tis hotels shows more interest in attractions like the museum the darling harbour and aquarium, which delivery more interest for those who are traveling for a tourism purpose rather than interest for spas, resorts, clubs or business, however it manage a business travellers target as well.


Sheraton hotels culture is based on quality service, employees are proud to be part of the company and costumers are proud to make business with them. Is a weakness that most of the profit that the company do come from America, as a recommendation they can extend their business more looking at different markets as China and India can be. Features of the hotel (Sheraton on the park) are attractive to people and their price is not so expensive, as a base of their positioning, they manage both segmentation strategies: luxury and upscale and their target leisure and business travellers. As a recommendation Sheraton’s web site should be improved, make it easier to find information for costumers and galleries for Sheraton on the park should be shown and easy to find as well.

Sheraton On The Park – Official Site | in 27-09-2012

Starwood Hotels & Resorts Worldwide, Inc. SWOT Analysis; Jul2012, p1-8, 8p (company report) Accessed in 28-09-2012 “WELCOME TO NOVOTEL SYDNEY ON DARLING HARBOUR” available at: Lincoln, Hermione, 2000 “The information about Sheraton web site”, available
at Henry Jones on Nov 24, 2009 “The Four Key Components of a Great Web Design” Available at: “Hilton Sydney hotel accommodation and more in the heart of Sydney CBD” available at: Clark Wendel, “Hotels Segmenting Strategies” available at:

Hotel and Sheraton Essay

Success of the Hotel Essay

Success of the Hotel Essay.

1. If you were the executive committee of a hotel, what kinds of things would you be doing to ensure the success of the hotel? Guest satisfaction. Collect feedbacks from e-mails, surveying, in order to picture all the customer’s wants, needs and demands. By this, we will have the idea of what they want to experience during their stay in our hotel. This will follow the development of each and every department.In our principles of marketing when I was in second year, our professor Dr.

Josephine E. Tocloy taught us about job rotation, job enlargement and job enrichment.

This could be one of the solution for employees satisfaction. Also treating the hotel staff fair, giving them full training, listening and responding to their difficulties about work. In order to have all of this, to give quality and superior service to ensure the success of the hotel teamwork is the key. And most important of all leadership.For the subordinates or staff to participate, cooperate, and give their hearts in their work, the leaders should provide inspiring vision, make strategic directions that are understood by all and to instill values that guide subordinates.

2. Briefly define the purpose of a hotel. Why is it important to emphasize with the culture of guests? The main purpose of a hotel is to provide lodging accommodations. Culture can be an important consideration for the guest when checking in a hotel. Every cultures have different practices. You might want to consider some to take advantage of competitors that doesn’t have what the guest need of want that you have. Your competitors also provide lodging accommodations but do they also provide the services for the other cultures that you have?

3. List the main responsibilities of the front office manager. * Schedule her employees according to seasonality, business volume, available staff in hand. * Recruitment and discharge of staff in conjunction with the Rooms Division Manager * To develop and implement a Training Program including Computerization. * Develop Job Descriptions for each member of staff and keep them updated. * Monthly timetables for staff incorporating annual holidays. * Control payroll costs, ensuring sufficient coverage at any given time

* Ensure the Department is properly equipped with stationery etc. and that costs are kept to a minimum. * Aim to maximize Room Occupancy at all times and ensure a clear understanding of the Property Forecast for the future. * Aim to reach the Quality Standards laid down by the hotel. * To attend and hold departmental staff and individual meetings. * Ensure Debtors Accounts are kept within the required amount of days. * Setting objectives and ensuring they are fulfilled.

* Ensure punctuality and control absenteeism * Regularly check appearance and uniforms of the staff * Check that the attitude is always exceptional * Ensure service is always of the highest degree * Always be on the look out for new ideas and means of control * Ensure that Operating Equipment is always in perfect working condition * Handle any problems and guest complaints when necessary * Be constantly aware of the different rates and those of competitor hotels * Be aware of special promotions within the hotel

* Ensure the close communication with other department in the hotel * Create an atmosphere of high morale and a happy working relationship among the staff * Administer to all employees, the company Policies and Procedures pertaining to hotel regulations and standards Reference: hand-out

4. Discuss the importance of rooms division in hospitality industry. First, understanding hospitality is kind of hard for many people. So let’s just put it this way, what makes someone hospitable? Examples, people who know how to entertain, know how to make someone feel at home. This is the function of rooms division. Like the housekeeping department, you cannot call it “JUST” the cleaning department. Because what makes the guest feel comfortable is how this housekeeping manage the cleanliness of the place. Second, the front office. It is about the first impression of the guest. Having a good front office department manage by rooms division, it will give a pleasant environment for the guest that will result to a really definition of the importance of the rooms division in hospitality industry.

5. Give atleast five advantages of rooms division to your course and explain each. * It provides background of what I will face in my future jobs. * It provides explanation about the different strategies or techniques and how it might be connected to the business establishments that I might work for in the future. * It provides information on how to formulate strategies in order to be competitive.

Success of the Hotel Essay

The front office Essay

The front office Essay.

The front office plays a key role in promoting other hotel services as they are a main and considerable point of communication with the guests. Guests must go through the front office for check-in and check-out; this is the greatest opportunity for front office staff to engage the guests and inform them of other services the hotel offers; for instance, food and beverage, spa services, guest shop, room upgrades, and more.

For a brainstorming session for an effective point-of-sale front office I would include the front line employees that interact with the guests on a daily basis, department heads from across the hotel, definitely including marketing and sales, human resources, and food and beverage, as well as hotel management.

Some ideas to discuss to improve the point of sale office could be making realistic goals for the front office staff; implementing a motivational incentive plan, and identifying and specifying products and services that can be upsold or offered.

Management cannot know what goals are attainable until they know the capabilities of their staff; by starting with small, seemingly realistic goals, and increasing them based on the performance of the staff they have a better chance of being effective from the beginning.

Motivating employees using incentives gives them additional reasons to want to go above and beyond; and knowing exactly what they are selling allows them to be efficient, direct, accurate, and informative in the short period of time they may have with the guests.

Front office sales can truly increase the bottom line by informing guests of other hotel services and placing the idea in the forefront of the guest’s awareness. Guests will then be more likely to take advantage of services they may have otherwise over-looked or dismissed during their stay and in the future.

The front office Essay

Hotel and Lodging Establishments Function Essay

Hotel and Lodging Establishments Function Essay.

* Establishment that charges fees for providing furnished sleeping accommodations to persons who are temporarily away from home or who consider these accommodations their temporary or permanent homes. * It is made up of companies that provide overnight accommodations to the travelling public – food, beverages, entertainment, recreation, and meeting facilities. * They also provide accommodations to both travelers and non – travelers. Basic Terminologies for Lodging Facilities

* Inn – a small, typically rural, lodging establishment that may or may not serve food. * Hotels – are multi-storied lodging facilities which range in size from 20 rooms to hundred of rooms.

* Motels – caters to travellers with automobiles and provides self-service parking on premises. * Lodge – associated with a particular type of outdoor activity, such as ski lodge or hunting lodge.

* Resorts – usually located at popular vacation locations; offer recreational activities such as golf, tennis, or casino gambling. * Guest houses or Tourist homes – are privately owned homes where the owners rent individual bedrooms to visitors. * Bed and Breakfast (B&Bs) – United Kingdom and North America; these are smaller, more intimate and less expensive than hotels and motels.

* Condominium (Condos) – refers to apartments in high-rise buildings located mostly on recreational areas; a housing unit with kitchen, living room, sleeping area and bathroom.

* Boarding House – a residential facility that provides lodging and meals for guests who normally consider the facility their home, temporarily or permanently. * Dormitory – affiliated with some educational or other institution that provides sleeping accommodations for those in residence. * Nursing Home – provides lodging and food service for people requiring nursing or related care. Classification of Lodging Establishments

Function and Primary Market a. Convention Hotel – have the capability of hosting conferences and meetings; have multiple meeting rooms and often large spaces where trade shows can be held. *Conventions are primary source of business.

b. Commercial Hotel – located in the center-city for the convenience of the business traveller; have business centers and full-in room modem connections. c. Resort Hotel – attracts pleasure travellers or vacation seekers; offers recreational activities when it comes to horseback riding, physical fitness training, golfing, and other water activities. d. Casino Hotel – “sleep cheap, yet spend big”; low room rates and low food costs due to the profits are made through gaming. e. Extended Stay – (Suite Properties) guests who need long-term accommodations; has kitchen and sitting rooms in each unit.

Hotel and Lodging Establishments Function Essay

Auguste Escoffier Essay

Auguste Escoffier Essay.

Auguste Escoffier is considered the “chef of kings and king of chefs” by many people; this is because he was one of the greatest modern chefs having changed the outlook of not only French cuisine but cuisine in general.

Escoffier was born on October 28, 1846, in a small village called Villeneuve-Loubet, near the city of Nice, France (Kenneth, 2002). His parents were Jean-Baptiste and Madeleine Escoffier. His father was a blacksmith. Escoffier grew up in a very joyful family surrounding. Escoffier even once dreamed of becoming a sculptor, but at the age of 13, those dreams were faded away when he was sent to Nice.

Escoffier’s cooking career began when he was 13 years old; when he was sent to work at his uncle’s restaurant in Nice, France (Auguste). While working for his uncle, Escoffier learned many things about cooking and the restaurant industry. At the age of 19, Escoffier left his uncle’s restaurant in Nice for another apprenticeship in Paris, France (Auguste).

While there the Franco-Prussian war began. Escoffier enlisted and served as an army chef. During this time of duty Escoffier became well acquainted with canning; Escoffier undertook an in-depth study of canning and the techniques for preserving foods such as meats and vegetables. He used this knowledge later in life (Auguste).

After his time with the army, Escoffier returned to Paris to resume his career as a chef. While there, he built an illustrious reputation for himself. The fact that he was a chef of notable rank that served for the public directly raised his popularity; especially considering that most great chefs at the time strictly worked only for royalty, nobility, or private clubs (Biography).

It was not until Escoffier met Cesar Ritz that his career really took off. They had both met while Escoffier was running the kitchen of the Hotel National in Lucerne, Switzerland. The two men created a great bond and they both went on to work at the Savoy Hotel in London. At the Savoy, Escoffier created many famous dishes, including the Peche Melba, named after a famous Australian singer at the time, Nellie Melba (Auguste). In 1898, both Escoffier and Ritz opened a hotel of their own, The Ritz in Paris, France. A year later in 1899, they opened The Carlton in London. Unfortunately, due to a nervous breakdown Ritz had in 1901, Escoffier was left to run The Carlton himself. Escoffier ran The Carlton until 1919, shortly after Ritz’s death. It was also during this time that Escoffier learned about the practice of the a la carte menu (Biography).

In 1935, Escoffier died at the age 88 shortly after his wife; he buried in the village he was born in, Villeneuve-Loubet (Biography). During his lifetime, Escoffier wrote many books and won many awards. One of his most important books, “Le Guide Culinaire” is a staple in learning French Cuisine (Biography). What made Escoffier so great was not just his impact on the culinary world, but that he persuaded other endeavors as well. He was very philanthropic and created many programs and organizations to help feed the hungry and provide financial assistance to retired chefs. This led him to being awarded the “Legion d’Honneur” in 1919, being the first chef to receive this honor (Biography).

It must also be noted, that before Escoffier, French cuisine was overly complicated and over the top, disguising the ingredients in dishes. Escoffier brought a new outlook to the industry. To simplify the art of cooking, Escoffier eliminated grandiose displays of food; cut back on the number of courses served during a meal, and emphasized the usages of lighter sauces and seasonal foods (Biography). He was also a firm believer in sanitation and organization in the kitchen. The impact Escoffier made not only in French Cuisine but also in the world is tremendous, his greatness can be summed up by a quote from Kaiser Wilhelm II of Germany, “I am the Emperor of Germany, but you are the emperor of chefs.”

Work Cited
“Auguste Escoffier.” World Culinary Institute. 2008. World Culinary Institute. 3 Dec 2008 . “Biography : Auguste Escoffier.” The Auguste Escoffier Society. 2008. Escoffier Society. 3 Dec 2008 . James, Kenneth. Escoffier The King of Chefs. 1st. New York: Hambledon and London, 2002.

Auguste Escoffier Essay

Analysis of Strengths and Weaknesses Essay

Analysis of Strengths and Weaknesses Essay.

Strength There are many things that make good hospitality and a pleasurable guest experience. For those that are passionate about working in the industry, hospitality is really about treating each and every guest as you would in your own home and comes from a passionate heart. Of course if the hotel had hospitable workers, it must also have a good leader with a good relation to his follower. In Crown Regency Beach Resort, their management is well managing with proper standards.

The resident manger also maintains closeness to his/her employees to develop team work to reach their goal. The strength of the employees is there team work that makes their work easier and fun. They also give respect to whom that is in the position like the department heads. They also give a good example to practicum students and train them with the hotels standards. Their front office staff is very nice in treating their guest, as the guest arrived they informed the F&B department to serve a welcome drinks to their guest.

For me it is a gentle way of welcoming the guest.

Front-office staff welcomes the guests, give some drinks, carry their luggage and help them register if they not reserve a room yet. Most of the guest in crown regency hotel were Koreans,Taiwanes and few are Filipinos. The FO uses a universal language so that the other guest could understand and can communicate well. They also answer questions about the activities in the hotel and surrounding area. The safety of the guest and staff is secured because the hotel had lot of cctv camera. They had cctv on the lobby area, in dining area, in kitchen, in hallway, in an elevator even in rooftop they had, in pool area and many more.

Their facilities give leisure to their guest and a range of amenities designed for the comfort of the guest, including premium quality beds, air-conditioned rooms with a cable TV, safe deposit box, hot and cold shower with complete bathroom amenities and operator-assisted phone facilities, they have Jacuzzi too. A newspaper was also delivered daily in every room. High speed wireless internet access where you can keep in touch to your love ones and give entertainment also is available in lobby area. Their facilities and amenities were convenient to use and can worth your money staying in this hotel.

Weakness Manpower! That is the primary need of the Crown Regency Hotel. As what I had seen this hotel was the priority of some tourist when going to Boracay which they can relax and enjoy their vacation together with their family and friends. Every summer, Boracay is always a place where the tourist and Filipinos wants to spend their vacation and some other tourist came from different parts of the world. The tourists really need a hotel where they can stay in a few days or longer in Boracay.

When peak season came, like this summer season, there were so many check-in in the hotel. We all know that the hotel is known for hospitality industry and of course the Filipinos were also known as being hospitable people, therefore the guest should be entertained very well so that they will not get disappointed and the value of their money worth they’re stay in the hotel. The guest has many needs like when they were in other place they most feel that their at home were they stay.

This hotel was lack of room attendant and public attendant. In case of someone was on day off or leaved the ___ for the next day will be ruined, because the room attendant who was on duty, he/she will take over the assigned task for the workers who leave. He/she will take the responsibility in doing make-up room and ready room for the floors that assigned for the one who leaved. They only have two public attendants but it was ok for 4 storey hotel. If there was a function in the function room, all of the staff was really busy with their task in result of delayed serviced. In consequence they must add an additional human resource.

Another thing that I observe the weakness of this establishment was the attitude of the staff. We all know that there were some tourist guests who can’t fully understand English language, sometimes some of the staff who were talking with the guest that can hardly understand, he/she will give a bad comment with the guest. They doesn’t care if they talk that way in front of their guest because they are confident that they’re not in trouble.

Analysis of Strengths and Weaknesses Essay

5 Star Hotel Essay

5 Star Hotel Essay.

Westin Dhaka, the newly opened five-star hotel is situated in main Gulshan Avenue • Plot-01, Road 45, Gulshan-2 – Dhaka 1212 – Bangladesh. It is conveniently located within the prime diplomatic and commercial zone of Gulshan. Nestled in the new business district, they are steps from renowned shopping malls, foreign missions, restaurant, art, private clubs, and multinationals. Westin hotel is also only eight kilometers from Zia International Airport. The Westin Dhaka, brings customers back to the best version of customers that they can be. Westin ensures that their customers will leave the hotel rested, energized, enriched, and renewed.

Its goal is that their customers will feel better when they arrive but after Experiencing the Heavenly® Bed and Bath to Westin workout®, the customers will be at their best in mind, body, and spirit. At The Westin Dhaka, unique places inspire unique ideas. Stimulating venues, extensive facilities, and superior service create the ideal setting for your next business event or social function Westin is a multinational chain, which was first constructed is Australia.

It is our privilege to have 5 Star hotels like WESTIN in our country. Westin has 241 spacious guestrooms where rate defers depending on the facilities available in these rooms.

They have uncountable facilities which offer sophisticated and contemporary centerpieces, state-of-the-art sound and lighting system with LED lighting effect, which are unique among the hotels in Dhaka. Some of the services like the 24-hour business centre offer a wide range of services, including copying, printing, and fax services, as well as a self-service PC and Internet access. Wireless Internet access is also available in all public areas and meeting spaces. It has five contemporary meeting venues which offer over 2,000 square meters of functional space. They can accommodate events and social occasions for up to 450 guests.

Depending on the function, the Westin Grand Ballroom can be divided into three separate rooms. Embrace calm at the wonderful pre-function areas in front of the Westin Grand Ballroom. The Westin Dhaka offers nourishing dining for every taste and style from fresh, authentic Italian to Pan Asian and international cuisine. Westin is a 24th floor building with a big patio available in level 23 for overlooking our Dhaka city. Westin has the most spacious and comfortable guestrooms in Dhaka and uncountable facilities which offer endless possibilities for our wellness.

5 Star Hotel Essay

Personal Branding Plan Paper Essay

Personal Branding Plan Paper Essay.

I have over ten years of cleaning experience from starting out as a dishwasher to cleaning in hospitals, hotels, and residential buildings. From those experiences I have found I enjoy interacting with people and making their stay, where ever that might be, more enjoyable. Yes, it can make finding new jobs, outside the cleaning industry, more difficult; however, I’m always up for a new challenge. I do not intend to stay in the cleaning industry forever. I would rather work in an industry that specializes in helping make memories for people and their families.

Working in hospitals, hotels, and restaurants I have developed an understanding of what people expect out of their stays. Especially when they are usually spending a large amount of money, people want to feel special, important, and recognized. I want to be a part of all of that. To be honest, I have never thought about the companies I would like to work for until this week.

Knowing that I want to be able to interact with people the three companies I would enjoy working for would be Xanterra Parks & Resorts, the Carnival Cruise line or InterContinental Hotels Group (IHG). Each of these companies is about making an enjoyable experience for people that stay with them and for employees to making memories along the way. If you want to make a living working in the ten largest National Parks in North America, Xanterra Parks & Resorts is the place to do it. This is one of the ultimate ways to help people make memories. When it comes to working for this company, there are two destinations I would like to work Yellowstone National Park and Glacier National Park. Although most of the positions provided by this company are seasonal the benefits provided are amazing. Employees can receive “full health care, dental, eye, disability and life insurance as well as vacation pay and a 401K program” the only requirement is to work two consecutive seasons at any park operated by Xanterra Parks & Resort (Glacier Jobs, 2014). This company is in the hospitality industry just as Carnival Cruise line and InterContinental Hotels Group (IHG). Carnival provides jobs either on land or at sea.

According to “Carnival” (2014), For over 40 years, Carnival has strived to provide a comfortable, “Fun” working environment for its employees and has created a number of forward-thinking programs that offer unique opportunities for professional and personal growth” (para. 1). Working on a cruise ship, I would have the opportunity to work behind the scenes of how the guests enjoy their experience; whether it is in guest services or housekeeping. Each job is just as important when creating guest satisfaction. InterContinental Hotels Group– If you have ever stayed at the Holiday Inn, Holiday Inn Express & Suites, or Candlewood Suites, then you have stayed under the IHG brands. I have had the opportunity to work for one of the IHG brands and have learned the inside and outsides of how a hotel should be operated. The time and effort put into creating guest satisfaction is endless, and it takes the entire group of employees to make it successful.

A guest’s ultimate experience depends entirely on the hotel staff. IHG is all about making that experience the best one. It is also about allowing its employees to grow. At IHG no matter what brand you are under the “manager will work with you to create a personal development plan that helps you develop your capabilities and build the skills and experiences you need for the future” (IHG, 2014). Unless you have experience managing in hospitality the best way to go up the ladder is to start at the bottom. The best method to contact any of these companies is to apply either in person or online. Another method would be to call where you want to work and get to know the people in human resource.

By asking as many questions as you can about the company and inserting yourself as much as possible will allow those who influence the hiring decision get to know you and how interested you are about their company. These three companies provide experience in interacting with people, helping make memories, and the opportunity to grow as a person. It just comes down to deciding which one would be a better fit.


Glacier Jobs. (2014). Retrieved from Xanterra. (2014). Retrieved from Carnival. (2014). Retrieved from IHG. (2014). Retrieved from

Personal Branding Plan Paper Essay

Hilton Hotels Essay

Hilton Hotels Essay.

Hilton worldwide is a major player in the hospitality industry worldwide, crossing the hotel area from lush full-benefit lodgings and resorts to suites and mid valued inns. Its brands consideration contained its more than 3,300 lodgings in 77 nations and incorporate Waldorf Astoria inns and resorts, Conrad lodgings and resorts, Hilton twofold tree, Embassy suite lodgings, Hilton enclosure Inn, Hampton Inn and suites, Homewood suites by Hilton and Hilton Grand excursions. This inn is inherent 1963 as a showcase for global visitors; this staggering New York City inn has warmly invited families going to the world’s reasonable, delegates going to political traditions and certain “Fab Faur” from England, coming to show up on the Ed Sullivan Show.

With a multilingual staff of experts, a wide decision of exquisitely named facilities, this remarkable NYC lodging anticipates proceeding with its legacy of administration and visitor fulfillment. For a long time, Hilton worldwide has been putting forth business and recreation voyagers the finest in facilities, administration, comforts and worth.

Additionally synonymous with the brand are the abnormal state of individual administration visitor get, and the broad scope of far reaching business offices accessible in extravagant settings.


Since being established in 1919, Hilton Worldwide has been a pioneer in the neighborliness business. Today, Hilton Worldwide remains a guide of advancement, quality, and achievement. This proceeded with initiative is the consequence of our staying valid to our Vision, Mission, and Values. (, n.d.)

Vision- “To fill the earth with the light and warmth of hospitality” Mission- “To be the preeminent global hospitality company – the first choice of guests, team members, and owners alike.”


Hospitality- we are enthusiastic about delivering uncommon visitor experiences.
Integrity- we do the right thing, all the time.
Leadership- we’re pioneers in our industry and in our community.
Teamwork- we’re team players in everything we do.
Ownership- we’re the owners of our actions and decisions.
Now- we operate with a sense of urgency and discipline.


According to the Chartered Institute of Marketing as referred to in Holloway (2004) marketing can be defined as the administration capacity which formulates and regulates each one of those business exercises included in evaluating clients needs and changing over client acquiring force into viable interest for a particular item or administration, and in the moving that item or administration to the last purchaser or client in order to attain to the benefit target or an alternate target set by the organization or other association. Decently arranged and organised showcasing advancement is the way to the business achievement (Hannam, 2004). According to Fuller (1994 cited in Moriarty et al.2008) the absence of promoting mindfulness can prompt the company’s disappointment.


The Hilton Hotels are well spread worldwide. In nations where their hotels are present, Hilton has built itself as a pioneer in the inn business. Moreover, it has been acknowledged as a supplier of up to standard administrations. Steadfast clients would want to go to known hotels at whatever point they leave their nations (Turner, 2009). Since not all nations are equivalent as far as their economy and society is concerned, the Hilton administration has attempted to see that local people, and in addition the guests, acknowledge the hotel. According to Stanton (1994), marketing mix is a mixture of four essentials product, price, place and promotion. That activities used to fulfil the needs of an association’s target market and in the meantime attain to its advertising goals.

Pricing: Hilton Hotels goes about as expense differentiator in the accommodation business. The lodging has exceptionally focused costs contrasted with its rivals furthermore gives appealing offices. The rates of room incorporate all the relevant assessments and are every night furthermore fluctuates as per area. For instance in London, the cost of room of Hilton inn at canary Warf begins from £99 every night while in Wembley, the value begins from £46 every night.

Promotion: A Hilton hotel uses an extensive measure of cash on advancements and internet showcasing. Advertising are critical for the organization and consequently, it offers parcel of sponsorships to different group projects to reach more clients. At last the office of web check-in helps the clients to spare their time furthermore upgrades them with most recent offers and advancements.

Physical Evidence: Hotels gives offices, for example, clean, clean and decently embellished receptions and waiting areas for reassurance purposes. They deliver also, monetary service products in a formal setting, while a birthday entertainment company for children uses a loose approach. In spite of the fact that clients cannot encounter the services before buying, however they converse with other individuals with encounters of the services whose perspectives do not originate from the organization. This Hotel captivates these clients and requests their input, so they can create reference materials. New clients can then see testimonials and are more inclined to buy with certainty. Physical vicinity, style, area and enrichment of the hotel snatches consideration and, to a few, it creates the desire to enter and investigate.

Products: The Company gives remarkable administrations and offices to its visitors. Separated from it, they likewise give different compensates and profits to the parts of the inns. All these administrations are deliberately actualized to pull in and hold clients. The item range incorporates special first night bundles, bars, gathering offices and numerous more space pleasantries that are given. By and large, products are separated into three levels: core, facilitating and supporting Products.

Core products can be clarified as a fundamental type of an item. To put it just centre items are the principle purposes behind clients obtaining from a business. For Hilton Hotels & Resorts centre item is lodging rooms that clients stay in for a particular time of time. Fringe administrations can be clarified as extra items and administrations over the centre item that organizations offer to get focused edge in the commercial centre.

Augmented product is advantage offer made by organizations that comprise of centre item and fringe administrations. Enlarged items offered by Hilton Hotels & Resorts incorporate enrolment rebates, rich room and outer surface outlines, high-class restaurants and loose inn environment.

Supporting products incorporate extra items and administrations that are offered keeping in mind the end goal further bolstering get good fortune for the business by expanding the estimation of centre items and administrations. A scope of supporting items offered by Hilton Hotels incorporate all day, every day room administration, free daily papers and magazines for business voyagers, concierge administrations and so forth.

Facilitating products include benefits that help purchasers in utilization of centre items. Hilton offers a set of prominent encouraging items, for example, client administrations, bars and restaurants, and online reservation offices.

Process: Hotels methodology is great in light of the fact that client do not perceive how their business runs, clients will see it at work. The procedure of giving an administration and the conduct of the individuals who deliver are urgent to consumer loyalty. Its methodology is best. Clients are never held up for their items, they never squander their time. They give right data of the item to clients and the staff is useful to them at without fail. Clients keep upbeat by staff. There is no worth in making whatever remains of the organization run flawlessly if this part is defective.

Place: The key channels of advertising are run, notices and the web. Client inclination likewise relies on upon the area of the lodgings. Any client would lean toward areas close to open transport or close to the nearby vacationer places. The lodging administration accepts that the way to the accomplishment of an inn is its area.


Customers: Hilton offers a mixture of administrations, for example, the family fun bundle to occasions spaces from Hollywood affairs to music industry gatherings, wedding functions, and a ton more offices for overall population accordingly their intended interest group and clients would be people looking for weekend break, recreation, tourism and organizations travel purposes.

Suppliers: Suppliers influence benefit and notoriety; keeping up great associations with suppliers is basic. Hilton’s Supply Management Team creates associations to find practical items. Hilton acquires the greater part of their items by regional standards, with suppliers from in excess of 90 nations – “Our prosperity relies on the development of nearby markets and their capacity to backing… with the amount and nature of supplies”. Hilton created a maintainable acquiring strategy to motivate suppliers to be practical.

Intermediaries: Middle people are generally viewed as a significant deciding constrain in an efficient Hilton. Most buyers are not mindful of the first producer and basically acquire the item or administration from the extraordinary organization itself. Hilton purchases products from physical circulation firms, moving stock to purposes of birthplace and goal. This methodology is fundamental in supporting nearby organizations.

Media Publics: The Hilton site is the principle wellspring of data for people in general to get to, with its pictorial substance, it is not difficult to picture the hotels and their rooms. It additionally captivates the media concerning the inns around the world, e.g. ‘Yearly Corporate Responsibility Report’. They have decreased water utilization by 10%. This, and the sparing of a quarter-billion dollars imply that they are presently mainstream among the press, enhancing their notoriety further.

Competitors: Hilton conveys substantial scales of marking, making it troublesome for any little free firm to enter in the business and contend without noteworthy levels of capital and brand mindfulness. In this manner danger of new potential contestants is low. Hilton offers a reliability program; guests can procure focuses which are recovered and prizes are given e.g. carrier tickets, travels and auto rental. These are accessible for whenever the individual(s) wish to travel, this ensures a return visit.


Economic: The securing of different chains of inns made the organization more solid monetarily as of late. The organization gives part of its specialties units or lodgings as franchisees and subsequently adding more to its incomes. The Hilton London lodging is situated in an exceptionally elegant business of the city that covers both business and also recreation. Along these lines markets like these makes Hilton’s conservative position extremely solid as contrasted with its opponents.

Technological: All the Hilton Hotels are furnished with the most recent mechanical instruments and offices. The primary proposition of utilizing overhauled innovative gadgets is to upgrade the way of life of its visitors. The extent that data engineering is concerned, the entire framework is observed by a committed group and in this manner all the information identified with client data is utilized to know all the more about its clients.

Political: The Hilton brand itself puts the organization into a main position in the cordiality business. Through the years, Hilton has developed enough from its political backing and has extended its business to more than 80 nations over the world. The organization has corporate approaches that backing diverse governments by utilizing more environment benevolent items to satisfy its clients. Hilton pays a ton of import obligations on different items and in this manner adds a little add up to the GDP of different governments.

Social: The inn gives closeness to both business and recreation looking for visitors. In this manner the sort of administrations gave in the Hilton lodgings relies on upon the specific needs of the clients. Hilton helps part of incomes to the Hilton Community Foundation that serves the group in need and therefore increasing the value of its social obligation.


Strengths: Hilton Hotel Corporation (HHC) is a well established organization and industry leader in the hotel, hospitality and gaming industry HHC is well diversified across the industry with hotels in the high end, business and mid-priced classes in their product mix Brand recognition HHC also possesses solid integration features such as owning the companies that manufacture its furniture and has invested in online reservation travel enterprises Hotel facilities: ‘Hilton Hotel’ has a full service spa, a health club, an outdoor-pool, a steam room, a sauna, wireless and wired high speed internet access is available in public areas. The Hotels are the “Official Hotel Group of UK Athletics and the Great Britain and Northern Ireland Athletics Team.” Hilton Hotels are now building computer files on customer preferences using a system called On Q, pronounced “on cue”. Hotel strengths with customer satisfaction as table setting, better offers, easy switch suppliers, location and good management team etc.

Weakness: Hilton hotel may be two barely centered making it powerless against a downturn in the worldwide economy and other overall disasters that could restrain worldwide travel, for example, the fowl influenza and a huge terrorist strike. Since a large portion of its possessions is in the USA, the hotels may be defenseless against workers strikes and crack down about undocumented laborers in the USA.

Opportunities: Hilton hotels ought to offer a show of unique and specific administrations to the top of the line visitors and high rollers, for example, Wedding arranging & facilitating Spas that represent considerable authority in individual administrations, fitness coaches. The hotel ought to look to venture into or secure a transport line. A cruise ship is minimal more than a hotel that buoys this would basically match what it presently does with its rented properties. Gaming exercises would escape regulation, and so on. Exploit developing markets, particularly with business class and mid-estimated markets.

Threats: The greatest danger for the organization is over extension and blending gaming with friendliness. In addition the 9/11 assaults gave a gigantic hit to the friendliness business and hence a comparative occasion can lead into a misfortune for the organization. At last, there is exceptional rivalry in the business because of which Hilton needs to modify its old systems and make long haul methods that are feasible.


Porters five forces gives points of interest on these elements which influence vital decisions in this industry. New contestants, threats of substitutes, supplying power amongst others are deciding elements for the business.

Purchasing power: clients can alter their opinion effortlessly in the event that they have an alternate offer in same cost and they go starting with one then onto the next to get the item. Clients have the ability to offer weight to the firm to change the cost of item. Purchasing power comes when there is very little contrast between the item and they can get same item with low cost. At the point when clients purchase the item they are extremely possessive about cost of the item and they do correlation too. For the most part representatives, couples, and families are clients of Hilton inn.

Supplying power: to get accomplishment for an association dealing force of suppliers is a most essential side. Supplier gives crude material to an association. On the off chance that they are the main supplier for firm and there is no force of substitute of that crude material and there is no option alternative, they can decline to give crude material to an association. All things considered supplier has much power.

Threats of new entrants: for an association to go into new market are a bit unsafe on the grounds that there are a few hindrances for doorway however for huge association it is very little hazardous. At the point when an association goes into the business sector takes a gander at emulating focuses: do they gain benefit or how quick, will government provide for them endorsement to work together, do they have enough supplier for yields of their items.

Threats of substitute: if association gives such items, which as of now have in the market so there is danger of substitute is high. Since clients have an alternate choice. They can get an alternate item.

Industry rivalry: if go into the business is simple it implies there is high rivalry. At that point clients can alter their opinion effortlessly to go one from an alternate. At the point when rivalry is high in the business, there is very little contrast into the items that clients get from the organizations. All contenders utilizing same techniques, and they have same sizes of item. On the off chance that circumstances are similar to this as specified above then it is tricky to leave the business for an association on the grounds that they have been now used heaps of cash. Hilton lodging has number of contenders, which includes Ramada, Marriott, Renaissance, and so on. They are likewise large organisations, however Hilton hotel has its exceptional character and prominence in the business as a luxurious hotelier.

Value Chain Analysis of Hilton Hotel
Some of the primary activities in the Hotel industry includes the following:

Beginning from the Inbound Logistics where we have all the agreement with supplier that are conveying the sustenance and refreshment, giving clothing administration and different administrations; Back of the house stockpiling and dissemination inside the inn’s specialties and stock control and stock demands.

The Operations are spoken to from all the systems and courses of action that, with the backing from all the propelled supplies and devices, will create products and administration to offer available.

Outbound Logistics in the hotel can be the way the administrations and last items are offered and dispersed to the diverse outlets and distinctive visitors. This stage is about the presentation the administration to clients. It can be as both substantial and elusive items. For instance, Hilton promoted its inn rooms and the rooms must be met desires by clients who have been publicized. In addition, in nourishment base, all suppers ought to be cooked in the expert way if the client requests an uncommon dinner, they ought to get what the clients have asked for and it ought to be served inside five minutes

Promoting and Sales: all the exercises that are attempting to get clients and individuals keen on the inn for rooms, meetings, restaurants additionally the advancement of the lodging with publicize and estimating considering the contenders.

Benefit in the hotel business is urgent for its success. The nature of administration is made with a specific number of representatives in extent with the lodging ability and with the separate preparing. (Hensdill, 2008). A decent administration will improve the item’s worth and will be essential for the visitor that will need to picked in which of the numerous inns to sit tight. A sample can be made between the organization Hilton and Marriott where both can offer the same visitor room, the same gear in the room, same offices with diverse cost; most likely the cost for Hilton is more focused yet the administration offered will be not at the same level as a Marriott inn. The same room at the Marriott lodging with a decent presentation of the inn administrations from the gathering staff will presumably an included quality and the explorers will be more prone to backpedal where a superior administration is offered if the cost is very little higher (worth for cash).


Customer loyalty: it is going to energize the client, pull in towards brand, and purchase the item frequently and in additional sum. It is about fulfilment level of clients, certainty, and their needs and needs. Association ought to construct association with clients utilizing e-market by means of email, informing on cell telephones, so clients can stay in contact with them. Association ought to offer focuses to the clients on dependability cards. They ought to show to clients to tend to them what are their decisions and what they don’t need. Hilton hotels have a guided framework towards pulling clients and urging to stay with them. They have visitor devotion project and they have participation level as emulating blue, silver, gold and jewel. As a matter of first importance blue, which is only for selecting.

Second one is silver which is for four stays at lodging and 10 nights and after that they have gold 36 nights or 16 stays and 60000 base points and the last one they have gold for 60 nights, 28 stays and 100000 base points. Clients can win points on all their diverse brands in 91 nations and at almost 3900 hotels. They can acquire extra points at air transport for the same hotel remains. Clients can utilize their points on hotel stays, purchasing and collecting, on travel and transport, trade with family and companions at feasting. Clients can give their points to supporting charity organisations for no profit.

Branding: is a one of a kind name and personality of the organization. It is a methodology of imprint and stamp to the item with recognize look, outline and logo and so on. So clients and buyers can get thought regarding the peculiarities of item from the name, look, logo, check and outline. Brand name or configuration ought to be alluring, which can pull in to the clients. From brand name clients can perceive the item. When they give an image or name to the item association ought to dependably remember there is loads of rival in the business sector. Brand ought to be similar to that which is nobody can duplicate it effectively.

Hilton hotel has an extremely unique name. Hilton Honors have ten distinctive brand which are as taking after: Waldorf Astoria inns and resorts, Conrad lodgings and resorts, Double tree hotel, Embassy suites, Hilton arrangement motel, Hampton, Homewood suites, Hilton excellent get-away and home 2 suites by Hilton. They have each sort of lodging for instance plan inn lavish inn, business hotel and so forth. Clients can get know from the name about hotel for instance Hilton hotels and resorts are business class, luxurious and expensive.

Segmentation marketing: segmentation of advertising is a method that is concentrated on gathering individuals whose have basic desires, needs and needs. Market segmentation is first activity to apply the system of marketing. At the point when division connected, then association perceived the gatherings of clients with suitable showcasing blend in order to plan the product, brand, place, advancement, physical proof and environment and so on.

Behavioural segmentation: here the topographical, demographical or psycho graphical limits don’t approach together however get to be more applicable for advertising. The customers and clients are sectioned on the base of their conduct in the process of oblige impulse, mindfulness, learning cooperation, demeanour, occasions, benefit, client position, use charge, dedication rank and shopper ability period. Conduct division is focused around the purchaser reaction to his necessities.

Psychographic segmentation: advertisers broadly utilize this base of segmentation. An individual’s way of life, social class, social and identity rest at his brain. Anyway advertisers can tap this essential intuition when they claim for their items. However the land or psychographic segmentation is psyche level. It may not click for advertisers.

Demographic segmentation: it separates the commercial centre on the base of time of time, period, sex, conjugal status, profit, instruction, society, family unit, family life cycle, calling, religious conviction and ethnic gathering. Demographics as a base for division is filling in as an intermediary for discovering similitude in behavioural examples.

Market segmentation: goes for one or more homogeneous gatherings of clients and the advertisers attempt to create distinctive marketing blend for each one fragment. The reason for this fragment is to fulfil every one of them. There may be distinctive requests in diverse business sections. Advertisers may create higher deals in businesses where they have monopolistic conditions by segmentation. The step towards creating a division is to spot base for portioning the business. There are distinctive variables that are utilized for this reason. The variables identifies with shopper demographics, geological, psychographic and conduct.

Geographic segmentation: this division concentrate on the range, the capital size, its greater part whether town, city, or nation and the (kind of climate warm, chilly, moist, dry, breezy) on the grounds that it does make a difference a great deal in dividing the business sector on the premise of geographic division. The most essential advantage of this division premise that is reflects physical area of the business.

Value based segmentation: the advancement thought recommends that division have to the consequence of rivalry uniting the merchandise quality and the needs or needs of the clients or customers. The advertisers need to in reality portioning their customers in order to particular persons who give the generally to their benefits. The advertisers are obliged to register downright lifetime estimation of their clients and markdown it to land at the net present quality.

Target marketing: Target marketing is a methodology of separating an immense market in littler fragments and gathering into a specific fragment. In this process, all the promoting endeavours and assets are connected into that specific fragment of the business sector. Case in point, the accommodation industry witnesses distinctive sorts of explorers including business, recreation, and family occasions etc. Hilton focuses on different sorts of clients and verifies that everything the needs of these diverse clients are satisfied. Case in point, for business explorers Hilton gives meeting offices, gathering rooms, video chatting etc. Accordingly according to focusing on, Hilton creates distinctive products and facilities according to the needs of the target market.

Public Relations: The Chartered Institute of Public Relations defines public relations as “arranged and supported push to build and keep up goodwill and shared seeing between an association and its publics” (, 2013) In basic terms, advertising can be clarified as a restricted correspondence between the organization and the general population. Hilton Hotels & Resorts public relations are kept up through correspondence with a scope of gatherings, for example, clients, representatives, and other private and open associations. Particular routines for public relations utilized by Hilton Hotels & Resorts incorporate issuing online and disconnected from the net press discharges in a consistent way, and corresponding through pamphlets with hierarchical stakeholders. Additionally, the organization site serves as a powerful stage for Hilton Hotels & Resorts for taking part in public relations.

Cooperate social responsibility

The present scopes of CSR projects started by Hilton incorporate working in vital associations with The Books for Kids Foundation, Special Olympics International, EPA Green Power Partnership, The Arbor Day Foundation and Global Soap Project (Partnering to intensify out effect, 2013) Moreover, Hilton Worldwide brags with a scope of honors and respects including ‘Main 60 Companies for Diversity’ by Hispanic Business Magazine, ‘Beat 100 Companies to Work For’ by Savoy Magazine, and ‘Main 50 Organizations for Multicultural Business Opportunities’ by (Diversity and Inclusion, n.d.) Nevertheless, the current level of adequacy of Hilton Hotels & Resorts in connection to corporate social obligation and commitment to manageability can be surveyed as inadequate considering expanding level of imperativeness of these issues and their effect on brand picture.

The current Hilton Hotels & Resorts CSR strategies don’t give careful consideration to the issues of global warming in spite of heightening concentrate on the issue in the media. This can be highlighted as a genuine deficiency in the organization CSR methodology and as needs be it needs to be tended to. Particularly, ventures and activities need to be contrived with the reasons of anticipating global warming and minimizing its negative implications for present and future eras. Also, the capability of profiting from CSR projects and activities from advertising perspective stays to be underutilized by Hilton Hotels & Resorts CSR promoting officials.

As it were, the act of engagement in CSR and helping manageability present organizations with the capability of expanding the level of brand mindfulness in a positive light and Hilton Hotels & Resorts has not utilized this chance to the full degree. (, 2013). In this way, showcasing administrators at Hilton Hotels & Resorts are emphatically prescribed to incorporate the organization CSR projects and activities inside general Hilton advertising correspondence methodology.


Consequently after the exchange of the promoting arrangement, we should now assess the plan and further assumptions made. The two showcasing projects launched by the lodging were exceptionally fruitful furthermore gotten positive input. However in like manner, all other friendliness organizations have begun to take after the comparable projects and practices and accordingly Hilton needs to gadget an alternate inventive and supportable plan to pull in the clients. Further suppositions can be made that there can be new contestants and the current contenders can diminish their procedure with a specific end goal further bolstering addition good fortune. In addition further suspicions can be made in regards to the VAT expand and its consequences for the client reaction.

At last, Hilton needs to have a reinforcement arrange so that if the composed arrangement fizzles then it doesn’t need to waste time and assets to begin from the scratch. One reinforcement arrangement can be outlined by putting into new wander like the gaming business so that both the businesses can be combined and utilized aggregately to draw in diverse clients. Hilton Hotel ought to have least staff at each one shift in that matter they are need of more staff to handle developing clients or visitors. An alternate hand they are as yet lacking of a few enhancements and facilities. One recommended strategy for Hilton is to emphasize the importance of family in all its hotels, including the gaming and casino locations.

Hilton needs to ensure they are right in the middle of this demographic of parents traveling with children. Las Vegas has spent millions to attract families by adding children’s attractions as well as the traditional casinos for the adults. Since there is a greater demand and vacation time has become one of the few times that families are able to spend quality time together, Hilton must capitalize on this market segment. They ought to additionally posture mission and vision at the front office, the staff likewise ought to keep up individual cleanliness particularly on the front office. Also they ought to likewise converse with clients in a pleasant and fitting request to conquer this security of things they ought to see to it that these suggestions must put without hesitation.

In this way as we have discussed the marketing strategy for Hilton hotel, one can unmistakably say that Hilton in reality has part of potential to turn into the main cordiality organization on the planet. Promoting is the greatest medium to achieve clients and pass on the brand quality to them and hence if utilized as a part of a legitimate way, it can help in accomplishing points of reference. At long last, I might want to express that this specialty of marketing can help Hilton Hotels in all conceivable means furthermore to expand its piece of the pie. I close the marketing for Hilton Hotels Corporation with these evaluations and speculations,

While the focus can still be on the high dollars that are tossed around in the casinos by the parents, it will be critical that the hotel have the facilities available that will attract parents with children to stay at the property. Growth in the hotel and hospitality industry will include a continued focus on gaming, international expansion and using all media to promote its products to potential customers. However, some hotels have elaborate arcades, game areas, and child-care centers intended for those traveling with children (Hilton Hotels Corporation, 2007). HHC will be able to take advantage of opportunities that will enable growth while identifying threats that may affect profitability. I therefore, conclude by studying national and regional industry trends,

REFERENCES, (2013). Chartered Institute of Public Relations | Chartered
Institute of Public Relations. [online] Available at: [Accessed 7 Jan. 2015]., (n.d.). Vision, Mission, and Values | Hilton Worldwide. [online] Available at: [Accessed 6 Jan. 2015].

Hiltonworldwide, (2013). Diversity and Inclusion. [online] Available at: [Accessed 6 Jan. 2015].

Hensdill, Cherie. May (2008). Hilton’s value-Creation Strategies Garner Real-World Results. Hotels Magazine, (2013). Hilton Corporate Responsibility Report. [online] Available at: [Accessed 7 Jan. 2015].

Hilton Hotels Essay

Avari Ramada Hotel: Pricing Hotel Rooms Essay

Avari Ramada Hotel: Pricing Hotel Rooms Essay.

Five-star hotel affiliated with the Ramada Renaissance hotel chain. Located in Lahore, the capital of the Punjab province in Pakistan. Established in 1978 by Byram Avari as part of the Hilton hotel chain. Independently operating since 1987.

Avari priced its rooms on the basis of competition and demand. The rates at Avari were revised and adjusted twice a year according to the inflation rate. Avari’s policy is not turning away any guest so they have set different types of rates such as: Individual rates – include rack rate (for frequent individual travelers), commercial rate (for those having no account but good reputed) and preferential rate (lowest rate).

Ordinary guests were not aware of this division of rates. Contract rates – include Executive business class rate (30% below rack rate), volume executive business class rate (40% below rack rate) and special rates (45% to 65% below rack rate) which had a bad impact on the hotel contribution margin. Garbage rates – include diplomats rate (50% discount of rack rate), net wholesale rate (below than EBS but higher than VEBS), journalist rate (20% discount), airline rate (55% off) and IATA rate (50% discount).

Business clients – 61% of the hotel’s business, most profitable customers to serve. Constantly growing client segment. Individual walking guests (frequent individual travelers) – seasonal client segment, decreasing significantly during the summer. Tour groups – seasonal visits during the winter and spring due to extreme temperatures in the summer. Other clients – non seasonal guests, including airline crews, government officials and journalists.

Junior suite – 3300 Rupees.
Executive suite – 5500 Rupees.
Presidential suite – 7150 Rupees.
Bridal suite – complementary if wedding is held at the hotel.

Discount pricing
Primary promotional tool used by Avari to increase the hotel’s occupancy rate.

Summer package

Special discount program offered every year by the hotel during its period of low occupancy (45 – 50 % occupancy rate). Other promotional activities Other forms of promotion used at Avari included free bed tea and meals, and customer relationship management. Management at Avari developed a mailing list which included the names of all previous clients. Leaflets and newsletters were sent to this list of clients to keep them informed and updated with the hotel’s activities and offers.

At that time their competitor was “Pearl Continental”, the only other five-star hotel in Lahore. The rooms at Pearl were more spacious than those at Avari, and their lawns were also larger. Pearl had pricing policies similar to those of Avari. The rate structure was the same, and the review and re-assessment of contracted room rates took place twice a year. Rooms at Pearl were priced at 100 to 200 Rupees below the prices of Avari. Avari maintained a higher average room rate than Pearl (the difference was been between 120 and 130 Rupees). Management believed that this higher average room rate was achieved because of Avari’s superior service, which attracted more customers.

Market Trends

In 1992 it was expected that Sheraton and Holiday Inn would be completed and both hotels were an imminent threat to the existing five star hotels in Lahore because of their good image in the minds of the consumers in Pakistan.

Every year the target for the average room rate was increased by 10%. Room rates were increased twice a year – in January and June. Avari placed great emphasis on getting business accounts from Pearl. Occupancy target rate: 82% in 1988, and 85% in 1989.

Average room rate: Rs 1200 per month in 1988, and Rs 1320 in 1989.

Since mid-November, Avari’s average room rate was falling below Pearl’s. This was a clear sign that Avari’s pricing policies needed to be reviewed and other alternatives needed to be considered. The problem faced by management of Avari occurred in December 1988 when Avari’s average room rate (Rs 1000) was lower than Pearl’s (Rs 1065). This was a challenging task for marketing managers because their performance was evaluated on the basis of target average room rate and occupancy level which was 70% in Avari and 80% in Pearl. Another challenge was that Avari’s image, unlike the image of Pearl or former Hilton, had not been yet fully formed in the minds of customers. Threats: entry of Sheraton and Holiday Inn hotels.

Proposed solutions
Increase the price of all rooms by 10%.
Increase all rates other than EBS and VEBS.
Introduce another type of rate which could bridge the vast differential between the group rate and the individual rate.

Avari should focus on creating a brand image in the minds of the customers, so when a potential customer thinks of staying in Lahore, the first hotel that comes to mind would be Avari. Avari should use a profit oriented approach and its focus should be to increase the average occupancy rate and the average room rate. Avari can use a bundling strategy. This can be done by combining two services. For example, a vacation package with two hotel room nights and a flight ticket at one price, or room + car rental at one price. It is also very important that Avari focuses on improving their summer package services which are lagging behind Pearl’s. Occupancy rate is the lowest during the summer period and Avari needs to introduce the best offers and discounts to improve their current 50% rate.

Avari needs to learn the lesson and take the example of Pearl. Having a strong competitor like Pearl is beneficial to Avari because they can learn a lot of lessons from their way of doing business, so they can improve their pricing strategies and promotional activities, and ultimately attract more customers and increase hotel occupancy rate. To respond to the threat of new entrants such as Sheraton and Holiday Inn, Avari needs to offer high-quality and variety of differentiated and unique services. These are very strong competitors with established brand images, but on the other hand Avari has the first-mover advantage in the Lahore area.

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