• Internal Code :
  • Subject Code : HGE401
  • University : Laureate International Universities
  • Subject Name : Hotel Management

Hotel industry

EXECUTIVE SUMMARY 

There is an attractive investment opportunity throughout the hospitality industry. It is hard to disentangle the economic development of the hospitality sector from either the development of both the Hospitality industry and vice-versa. The development of the hospitality sector contributes to fierce competition in drawing visitors to remain and in availing of the hotel's amenities. The purpose of this article is to encourage customer experience strategy study in the hospitality industry by providing a complete overview of major components, a background for user interface policy, and an extensive research purpose. The current study aims to explore contemporary hospitality strategies and their role in improving user experiences. Besides, the study illustrates the current situation and methods which can enhance the public's perspectives into the importance of user experience along with a better understanding of the hospitality industry methods, which is a vital part of their success in this marketplace.

Contents

INTRODUCTION 

Changing requirements of the guests 

CUSTOMER EXPERIENCE MANAGEMENT 

Product or Service Experience 

Service Interface Experience 

Generation of customer loyalty 

Price and Promotion Experience 

Communication Experience 

Generation of the customer experience through 

Personalized service 

Innovation 

Other factors 

CONCLUSION 

RECOMMENDATION 

REFERENCE 

INTRODUCTION

Consumer experience is a personal response term to the existing mega-touch point that can be directly or indirectly operation. This idea is also an effective advertising tool to create a customer experience that helps the resort in terms of retention, phrase-of-mouth, and a better knowledge of customer behavior (Khan, Rahman, Garg, 2015). Overall, this results in company returns and reduced marketing and sales costs for establishments. The ability to generate outstanding customer service perspectives is the only way to overall company achievement throughout the hospitality industry, in which "experience is the product." The manager in a hospitality service or other leisure business knows what at stake instinctively. The visitors and other hospitality clients are continually changing the understanding of what constitutes an incredible experience. It's similarly difficult to know what your business could do to guarantee that it evolves constantly to keep up with evolving consumer expectations and experience (Lemke, Clark, and Wilson, 2011).

The customer experience approach of a hotel needs to concentrate on providing the outstanding elevated-touch accommodation guests which are used to, thus concentrating on the one-click, correct-this-instant usefulness that other companies are providing. Hospitality should be more considerate about just how technologies, operated by perspectives, blend to accurate hospitality to win and maintain guest choice.

Changing requirements of the guests 

Deloitte analyzed more than 6,600 guests who remained collaboratively throughout hotel levels at 25 brands to know what makes a good hotel experience. The results show that customers need more from the hotel stays than ever, so companies need to learn to understand their customers to provide customized experiences and services. Further, over the past few years, the world has changed ("Hotel Guest Experience Measurement and Strategy | Deloitte US", 2019). In the past guest, expectations are based on simple attributes including clean rooms, great value, destination and calm environment for a stay in a hotel. Instead, by moving further, hotels can distinguish it by providing quality-quality restaurants and bars, fashionable public areas, luxurious fitness services, and sustainable practices."The latest fundamentals"-necessary and anticipated, and not attributes which can lead to outstanding customer experience.

The way the hotel responds to the demands of visitors has a drastic impact on sustainability in an increasingly crowded world. Through the transactions, visitors vote constantly with the pockets. Instant availability, Smartphone addiction, customized experiences, and conflicting preferences these are a few of obstacles hotel owners face every day. Visitors presently are less involved in easy selling and more involved in making a long-term relationship. Guests and customers like to be handled from either the perspective of understanding about both the past industry if they are an existing guest. Guests are also aware of the power they have through social networking reviews if a product is not fulfilled (Yoo, & Park, 2016). Although there is a position to identify the different identity and generation-based identities, it is important to note that millennial guests on holiday for their families have different perceptions than for the guest on a work trip. Hotels have to fulfill their specialized desires and reach the visitors in which they are. The major consideration here isn't that all visitors and remain kinds are the same, so treating them that way is counterproductive.

CUSTOMER EXPERIENCE MANAGEMENT

The growth strategy for customer experience is to create wealth both for consumers and businesses. Managing customer experience differs from managing relationships with customers by concentrating on user experience while relishing and starting to feel the facilities the business offers."Customer Experience Management (CEM) is the method of systematically handling the overall experience of a consumer with a particular product," according to (Luturlean, & Anggadwita, 2016) CEM is a systematic method in the management and implementation of customer experience in a service or product in this study.

Product or Service Experience 

The service is something that must be sold to the customer for acceptance, ownership, use or consumption that can fulfill the customer's needs or requirements. It is extremely hard to distinguish the gap between goods and services that consumers are searching for. The hotel industry is a service-driven sector, by offering a range of different services and products, the hotel staff can provide customer satisfaction ( Miles, Miles, & Cannon, 2012). The administration of the hotel must be able to distinguish business when concentrating on the consumer needs to meet the developments in the complex environment of nowadays.

Service Interface Experience 

The user interface is one of the key considerations in handling customer experience that hotel management provides services that consumers can personally access and understand. Service-based interface software is already commonly used by various companies including the hotel industry (Zeithaml, Parasuraman, & Malhotra, 2002). Several instances of the hotel management's tech-based service are unlimited Wi-Fi, TV, and many others (Wolfinbarger, & Gilly, 2003). Several previous studies apply to service-based configuration innovation, investigate how consumers measure the service quality provided via the web site and create a measuring scale and customer communication with innovation (Parasuraman, Zeithaml & Malhotra, 2005).

Generation of customer loyalty 

Building on customer information and perspectives, reconsider the commitment strategy. The relations companies have with the clients throughout the client's age, as well as the commitment clients show supersedes conventional competitive edge outlets. But it's not as easy to create loyalty as a system with awards and incentives. Alternatively, hotels need to develop their loyalty campaigns to include customer experience, brand experience, customer satisfaction, and, loyalty programs that ultimately promote corporate loyalty. 

Price and Promotion Experience 

Quality in the hospitality industry is among the platforming elements for certain hotel segments; the market is regarded not just to by the use of the hospitality facilities but also by convenience factors. The division of the hotels is categorized according to the level as well as the impact on the provided rates.

Communication Experience

Encounter Network of Interaction and Distribution Alternative channels produce high consumer investments and impact consumer experience (Luturlean, & Anggadwita, 2016).  Interaction channels assimilation, whether online or offline can introduce the customer experience in acquiring the required data or services. Communication and distribution networks ought to be the priority of the hospitality industry as a strategic element. The communication channels contribute to the relationship between hospitality management and the client Modern technological advancements affect people's patterns and ways of life, so vibrant improvements must be followed by hospitality management. Avenues of communication are conducted via social networks such as Instagram, Facebook, Snapchat, etc.

GENERATION OF THE CUSTOMER EXPERIENCE THROUGH

Personalized service

Unless the industry knows that person, they cannot personalize. Because customers nowadays are going across various channels in their journey to scheduling traveling and stay, it will no longer be cut by gathering and analyzing information in facilities (Buhalis, & Amaranggana, 2015). Overall, offline data analysis provides hotel owners with a more concise overview of the tastes and desires of the customers. Through knowing what visitors are searching during the stay, hotel owners will ensure that when guests come, they have the goods and services delivered. One environment in which hotels get a competitive advantage over online booking agencies when the client goes through gates. Thus, when the customer is engaged in the hospitality experience, hotel owners get an opportunity to upsell (Ariffin, 2013). Excellent service quality means giving the correct service to the right person moment.  This can vary from providing check-in, respecting the DND symbol at the gate for complete privacy with little contact between employees and offering personalized service.

Personalization is confused for customization but, in reality, such terms are very distinct from one another. Customization improves the same products or services to improve satisfy the needs of the consumer. The brand, product or advertising approach is geared to personalization. Personalization aims to improve the experience of the consumer and to respond most easily and in a shorter period to their desires. This makes it easier to communicate with the consumers and the latter's contentment is raised. Our offer is catered and optimized to individual clients.

Innovation

Among the most important components is innovation as a sense of place in modern customer experience. Whenever a person goes nowadays, like hospitality, they find companies and advertisers who strive to appeal to the updated innovation as strongly as possible. The hospitality is not resistant to transition, however, and entrepreneurs who expect firms to be sustainable and long-term should introduce innovative processes to succeed throughout the sector. Innovative measures would pave the way for development and setting the business up for decades to follow. Innovation effectiveness was described as a different concept comprising both economic and non-financial elements. This demonstrates that innovation must be treated separately and within classifications due to the price disparities around innovation (O’Connor, & Murphy 2004). All factors and causes must be analyzed closely in tandem for each mechanistic explanation of development to accomplish favorable effects and disappointing results on customer service in the hospitality sector (Kansakar, Munir, & Shabani, 2019).

When innovation advances arise, accommodations of all types can't sit back. The hostels that placed guest requirements last are now in a position to challenge in a globe in which new technologies are popping up regularly. Hotel owners also learned over the past couple of years that offline intersect technology and they need to incorporate their systems. This transformation has prompted further hotels to switch to web-based platforms, allowing them to automate rapidly, operate from everywhere, and gain significant-time insight through different aspects of the business. New generational solutions provide functionalities without it being connected to massive, complex existing systems without the limitations and overhead expenses. This can be a couple of years away to go, but it does not mean the forward-thinking hotel owners must not form the basis for preparing and taking any action (Walls,2011). The potential of hospitality is to use innovation to enhance the relationships between visitors and to enhance the experience of both the customer while making daily activities most effective. Hotels that use alternatives built to Secure API innovation from either the bottom are in a better situation to chart and plan for future innovation.

Other factors

Physical environments are a strong product preferential marketer connecting tourists and workers alike. Consumers pursue the inherent quality of service validation by analyzing observable variables such as the physical experience surrounding a hotel setting, personnel, and technologies. The environment also plays a vital role in the consumer's happiness and engagement with the estate. A greater trend in positive mental thinking and communication would also benefit from consumers engaging in a friendly environment (Walls et al, 2011). Although most accommodations provide good facilities and excellent service, buyers are always demanding.

CONCLUSION 

In summary, the idea of customer experience reflects customer behavior and attitude towards any hotel brand that is a critical element in operating and sustaining a productive hotel service. This concept involves all behavior and provider dodges that take place between client and hotelier, beginning from the minute visitors decide to stay at a hotel, novel, arrive, stay, and may last a forever experience. It will enable hospitality to become more customer-centered by uniting customer information through the integration of innovation, personalized experience and platforms. It will not be difficult to convince technology and business governance to spend on embedded enterprise solutions. However, it is essential to consolidate consumer information to allow the digital perspectives and small details those visitors grown to expect, and the robust data analytics that hostels have to notify the decisions. 

RECOMMENDATION

Personalization strategy is a strategy that is focused on supplying customers with more specific sponsored content. Typically it is achieved by combining data gathering with digital transformations, and the main advantage of this is that customers see more important information, which allows them to respond positively. The growing trend throughout the hospitality sector became the development of' smart spaces' or rooms run by a combination of artificial intelligence and speech recognition technology. The sector will improve the user experience by letting customers monitor hospitality components.

Change attitudes by explaining to specific hoteliers the importance of customer data and perspectives (Desai, & Patel, 2011). The cost of selecting a property maintenance company is the main concern of a hotel owner. This does not suggest, though, these companies will give up implementing these frameworks. Alternatively, hospitality owners and managers will have to make the financial argument that price is not the only consideration. Develop guest information preparation and processes to work effectively. This is good to have a complete view of the client— but it is not enough to ensure that customer information is properly worked on it at all points. The issue is once the firms have had the information, the major problem is to operate on it.

REFERENCE 

Hotel Guest Experience Measurement and Strategy, Deloitte US. (2019). Retrieved 27 October 2019, from https://www2.deloitte.com/us/en/pages/consumer-business/articles/hotel-guest-experience-strategy.html#

Ariffin, A. A. M. (2013). Generic dimensionality of hospitality in the hotel industry: A host-guest relationship perspective. International Journal of Hospitality Management, 35, 171-179.

Buhalis, D., & Amaranggana, A. (2015). Smart tourism destinations enhancing the tourism experience through personalization of services. Information and communication technologies in tourism 2015 (pp. 377-389). Springer, Cham.

Desai, D., & Patel, D. (2011). An evaluation of service quality gap and customers' satisfaction of 3-star rating hotels in Surat city: a study based on the Servqual gap model. Indian journal of applied research, 3(6), 80-83.

Kansakar, P., Munir, A., & Shabani, N. (2019). Technology in the Hospitality Industry: Prospects and Challenges. IEEE Consumer Electronics Magazine, 8(3), 60-65.

Khan, I., Garge, R.J., & Rahman, Z. (2015). Customer service experience in hotel operations: an empirical analysis. Procedia - social and behavioral sciences, 189 (1), 266 – 274. 

Lemke, F., Clark, M., & Wilson, H. (2011). Customer experience quality: an exploration in business and consumer contexts using the repertory grid technique. Journal of the Academy of Marketing Science, 39(6), 846-869.

Luturlean, B. S., & Anggadwita, G. (2016, March). A framework for conceptualizing customer experiences management in the hotel industry. In the 3rd International Seminar and Conference on Learning Organization. Atlantis Press.

Miles, P., Miles, G., & Cannon, A. (2012). Linking servicescape to customer satisfaction: exploring the role of competitive strategy. International Journal of operations and production management, 32(7), 772-795

O’Connor, P. & Murphy, J., (2004). Research on information technology in the hospitality industry. International Journal of Hospitality Management, 23(5), pp.473-484.

Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). ES-QUAL: a multiple-item scale for assessing electronic service quality. Journal of service research, 7(3), 213-233.

Wolfinbarger, M., & Gilly, M. C. (2003). email: dimensionalizing, measuring and predicting etail quality. Journal of retailing, 79(3), 183-198.

Yoo, J., & Park, M. (2016). The effects of e-mass customization on consumer perceived value, satisfaction, and loyalty toward luxury brands. Journal of Business Research, 69(12), 5775-5784.

Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service quality delivery through web sites: a critical review of extant knowledge. Journal of the academy of marketing science, 30(4), 362-375.

Walls, A., Okumus, F., Wang, Y., & Kwun, D. J. W. (2011). Understanding the consumer experience: An exploratory study of luxury hotels. Journal of Hospitality Marketing & Management, 20(2), 166-197.

 

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