The main aim of this report is to represent a strategic service vision of a newly introduced hotel called Sea Waves within the province of Queensland, Australia. The business is related to the hospitality and tourism industry by adhering to all the requirement of service and operations management. This particular report will emphasize on providing a significant understanding of how to develop a new business of hospitality and tourism industry by focusing more on operations and service delivery. It strategically determines the priorities of an effective and promising hotel business intending to improve and succeed growth considerably.
It significantly identifies the core services offered by other competitors in the market and by analyzing such factor; the report defines strategic approaches to build a safe place within the highly competitive market of hospitality and tourism industry. Target market and the idea of service concept within the hospitality sector have been determined to provide a significant understanding in the factor that is important to consider to run a successful hotel within a competitive market of the hotel industry. Besides, addressing the issues of service delivery and operations management will help identify the major drawback which most business in the hotel sectors faces and identifying possible solutions will help ensure growth and success. Thus, this report will give a detail comprehension on how to ensure effective service delivery by adhering to the concept of operations management within the hospitality and tourism industry.
Table of Contents
Target market segments.
Current and future implications.
The prime purpose of developing this report is to represent a strategic service vision for a new hotel which is to be opened in Queensland, Australia. This report will critically emphasize on introducing the organization overview, offering a few details about the main features of the business, analysis of the target market segment and the concept of service to represent the initial two stages of Heskett’s strategic service vision framework. Moreover, this particular report will focus on analyzing three different issues which may affect the business and how to fix them to achieve organizational effectiveness and prosper success in regard to profit and the firm's objectives.
The organization which will encompass on the strategic service vision report is a hotel to be known as "Sea waves". It will be located within the suburban areas of Queensland, Australia, approximately 50 kilometres from the central area of the city, at the outskirts of the beach.
The location of the hotel is pleasant and promising for tourists in offering quality and luring view which tourist often willing to experience. By keeping in mind such fact, the hotel will be established within the coastal line of the beach of Queensland. The flowing sound of waves, soothing breeze, and bright sunlight make the location preferable for tourists to have a stay at such a beautiful location within the Queensland province. Also, being the top five destinations within Australia, having a hotel or hospitality service within such location will be beneficial to grow rapidly.
The hotel will comprise of 50 rooms where 10 of the rooms will be considered as suits with double-sized beds and to be named as room type A1. Whereas, other rooms will have both single and double beds with the capacity of accommodating 2 to 4 people and to be named as room type A and B. Every room will have air conditioning facility to ensure a comfortable stay within the booked period as the weather condition of a coastal region is humid. Every room of the hotel will have the facility of attached bathrooms with options of hot and cold water as per customer’s preferences. Besides, every trending facilities will be provided as per other competitors in the market are offering to their customers such as complimentary breakfast, television, tea and coffee kits, and added subscription of favourite TV channels.
As the core service of Sea Waves hotel will be accommodation, however, there are also other offerings such as on-demand regional food dishes to be served as per customer's order. Also, a honeymoon date and dining area to be added at affordable cost with quality experience to attract more number of tourists and to be considered as peripheral services. These will what would make the service of the hotel to be unique and shall have a competitive advantage in the market. Besides, there will be also facilities for providing lunch and breakfast within the beach premises to very tourists who would avail this particular service from the hotel.
Concerning such fact, it is important to have a luring and appealing ambience of the hotel to match the promised offerings towards the customers. There is a model of servicescape which critically determines the ability of hospitality sectors to fulfil customers' expectations. According to a study by Line and Hanks, (2019), states that understanding customer’s expectations and developing the hospitality experience accordingly shall help to succeed organizational goals and objectives effectively (Line and Hanks, 2019). Concerning such, the luring ambience inside will be the servicescape of Sea Waves hotel.
By following the Heskett’s strategic service vision framework, as defined by Lee, Che-Ha and Syed Alwi, (2020), states that the first stage of the framework is to address the identification of various segments of the market based on diverse dimensions such as demographic, psychographic, behavioural, or geographic, thus, targeting the segments to implement in meeting the set organizational goal and objectives effectively (Lee, Che-Ha and Syed Alwi, 2020).
Now, concerning the selected organization of Sea Waves hotel, using the demographic and psychographic dimension, the target market segment will be as follows:
As indicated above the target market segmentation have one thing in common and which is the psychographic outlook of people who enjoy a good and comfortable ambience where they seek to spend some time and search relaxation. With appealing and cosy rooms, having a seaside view and quick access to the beach will have a significant advantage on attracting a large number of customer who has had always dreamt of spending some quality time in the coastal areas of Queensland, Australia. There are two priorities that need utmost focus such as individuals or families who want to spend some good time at a seashore city to relax and escape from long work schedules and spending a romantic time by newly married couples within the seashores of beautiful Queensland. Thus, by concentrating on these two priorities will help maximize chances of getting more and new customers as most of the tourists seek for such factors importantly.
With the scope of growth and success, there are also chances of issues arousal while opening a hotel as the manpower needs to be satisfied with an adequate work-life balance effectively. According to a study by Bouzari and Karatepe, (2019), states that maintaining a work-life balance is essential for every innkeeper, thus, developing strategies to overcome such issues will be helpful for the business to grow and ensure productivity at the same time (Bouzari and Karatepe, 2019). Most of the hospitality industries demand a 24x7 workforce who will be at the service at all times serving customers with meeting their specific and diverse needs. Hence, building strategic work structure that would make sure no ineffectiveness within the work process which shall generate more revenue and can establish a solid ground within the competitive market. Besides, with having a highly competitive market in regard to facilities and offerings, it will be quite challenging for the business to cope with such competitions, but with effective tactical decisions, it will soon eradicate the issues significantly.
Sharing economy is another issue which can be seen in current trend of hospitality industry. As stated in an article by (Weisskopf and Masset, 2019), firms like Airbnb which extends services like sharing facility of customers in hotels creating a competitive advantage within (Weisskopf and Masset, 2019). Hence, adding the service of sharing economy will be an efficient move towards competing with other competitors in the market.
Sustainability is an existing issue that hampers hospitality business. According to a news article by (Kenvale.edu.au, 2019), signifies that food waste is a growing issue that affects sustainability of business. Reduction of food waste will be an effective way to ensure sustainability of environmental welfare and helps create a positive image within the society. By looking at the future implications, it is assumed that the hotel industry will boom rapidly with a significant amount of additional services and extensive customer service to empower the business process. Similarly, to cope with the market competition and ability to lead the market and create a space within the market by bringing a distinctive advantage as compared to other rivals in the market (Scerri, Jenkins and Lovell, 2017). Sea Waves hotel must include additions in their services such as pickup and drop facility at airports after arriving and departure of guests, accurate registry of all incoming and outgoing entries of guests, and enhancing safety and security measures of the hotel to ensure an extra layer of security as compared to other rivalries exist in the hotel industry market. Adhering to such strategies and plan of action, it will help the hotel business to grow and prosper success in the shortest period as the location and business operation model is effective and efficient. Besides, constantly seeking for improvements and progress in regard to services and delivery, it will assist in creating a competitive advantage within the highly competitive market (Kensbock, Patiar and Jennings, 2017). Satisfying the manpower is also an important factor to consider as they are the main asset that keeps the hospitality business to grow and improve. Thus, being aware of the trending tools of business improvement and increasing productivity shall help the hotel to maximize growth, profit, and success effectively and consecutively. These are the four factors that will likely impact business in the future.
The service concept of Sea Waves hotel would be the personalized approach towards every guest and satisfying their needs is a priority. By making sure, every customer is satisfied and delighted is the main motto of the business. Every room of the hotel will be designed with a peaceful and delighting ambience that shall hook guests to have a comfortable and long stay to relax and enjoy the vacation which they seek for a long time. Meeting the expectation of the customers should be the main priority of every employee and it has to be set within the organizational policy so that it would act a mandatory to adhere.
The main idea of developing this report is to identify the key aspects of service delivery Sea Waves hotel by focusing on the operational management concept. The expectation of the business is high and has favourable future implication which will make sure the business to flourish at the least time as compared to other competitors. However, there are several issues present which needs equal focus. With strategic service management and proficient operation management, it will assist in eradicating the issues significantly. Thus, by leading the business too with strategic decisions and implementations will help to create a competitive advantage within the market and prosper success.
Bouzari, M. and Karatepe, O., 2019. Does optimism mediate the influence of work-life balance on hotel salespeople’s life satisfaction and creative performance?. Journal of Human Resources in Hospitality & Tourism, 19(1), pp.82-101.
Kensbock, S., Patiar, A. and Jennings, G., 2017. Hotel room attendants’ delivery of quality service. Tourism and Hospitality Research, 19(3), pp.382-393.
Kenvale.edu.au, 2019. Is Sustainability Achievable In Australian Hospitality?. [online] Kenvale College. Available at: <https://kenvale.edu.au/news-events/news/hospitality-management/is-sustainability-achievable-in-australian-hospitality/>
Lee, C., Che-Ha, N. and Syed Alwi, S., 2020. Service customer orientation and social sustainability: The case of small medium enterprises. Journal of Business Research,.
Line, N. and Hanks, L., 2019. The social servicescape: understanding the effects in the full-service hotel industry. International Journal of Contemporary Hospitality Management, 31(2), pp.753-770.
Scerri, M., Jenkins, J. and Lovell, G., 2017. A grounded theory model of service language in Australia's luxury hotels. Journal of Hospitality and Tourism Management, 33, pp.82-92.
Weisskopf, J. and Masset, P., 2019. 2019 Top Hospitality Industry Trends. [online] Hospitalityinsights.ehl.edu. Available at: <https://hospitalityinsights.ehl.edu/2019-top-hospitality-trends>
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