Analysis of Marriott Hotel and W-Hotel at San Francisco - Essay Example

San Francisco Marriott Hotel also offers a number of products including accommodation for meetings and events, weddings, business meetings, conventions with deals and packages such as timeshare ownership offers, hotel and flight packages, all-inclusive vacations, cars, tours, and parking (Sheinman, 20133). Clients are also eligible to earn points depending on how they spend after which they would redeem.

Introduction to San Francisco W-Hotel

San Francisco W-Hotel is situated at the center of the SoMA district consisting of 31-floors. It is located next to the San Francisco Museum of Modern art opposite the Moscone Center in San Francisco, California. This hotel is commonly referred to as a luxury boutique hotel due to its clientele base and the products offered and contains four hundred and four hotel rooms. The target market for San Francisco W-Hotel includes art exhibitions, fashion and music events, and film screenings (W-Hotels Worldwide, 2014). This is an event not only from the structure itself but also the panoramic views of the city skyline and Bay Bridge. The hotel targets none executives who want to mingle, taste, relax, explore and share in San Francisco.

Analysis of San Francisco Marriott Hotel

Analysis of front desk-San Francisco Marriott Marquis

Figure 1Analysis of front Desk for San Francisco Marriott Marquis hotel

The data for the front office of San Francisco Marriott Marquis hotel can be summarized as follows: Check-in positive: 49 & Negative: 13, Check-out positive: 49 & Negative: 13, Manner positive: 42 & Negative: 12 and Knowledgeable positive: 43 & Negative: 5. These findings show that the strengths of San Francisco Marriott Marquis hotel’s front desk lie in the check-in and check-out. However, mannerism recording 42 positives and 12 negatives should worry the management of this hotel. It is important to note that mannerism plays a vital role in customer relations and as the first people making contact with the customer at the hotel, they play a key role in attracting guests.

The negatives in terms of percentages standing at 20% for check-in, 20% for check-out, 22% for manner, and 10% for Knowledgeable also tell a lot about the hotel. This can be interpreted to mean the percentages of guests who visited but would not come back. In this regard, the hotel should organize training for the front office team not only to improve their individual performance but also to improve the overall performance of the hotel.

Analysis of Customers from Different areas for San Francisco Marriott Marquis

Figure 2 Analysis of San Francisco Marriott’s Customers from different areas

San Francisco Marriott Marquis hotel reported 27 positives and 10 negatives for local travel, 30 positives and 7 negatives for international travel, and 24 positives and 7 negatives for business travel. These data show that the San Francisco Marriott Marquis hotel is most preferred by international customers compared to the local and business. This could be attributed to its main target customers who travel for conventions, business meetings among other events. This is also ideal for this hotel due to the nature of the activities offered by the hotel. However, in the ever-increasing competition in the hospitality industry, San Francisco Marriott Marquis hotel could consider diversification in terms of products in order to increase the number of guests. The hotel should not only focus on executives, corporate, and conventions by international customers.

Analysis of San Francisco W- Hotel

Front desk-W hotel San Francisco -competitor analysis

Figure 3 Analysis of front desk-W hotel San Francisco

The following findings were derived from San Francisco W-Hotel’s front desk: Check-in positive: 48 & Negative: 15 Check-out positive: 48 & Negative: 15, Manner positive: 64 & Negative: 7 and Knowledgeable positive: 57Negative: 12. San Francisco W-Hotel exhibits strengths in mannerism and knowledgeability more than check-in and check-out. This has been demonstrated by the highest positives for manner and knowledge and highest negatives for check-in and Check-out. This presents a serious threat to the hotel since customers always form opinions from the first contact with a service or product.

These findings show that the services offered by the hotel at the front desk are very poor. The hotel could lose many customers and exhibitors which may affect the company’s profitability. The hotel's top management should consider introducing an effective performance management strategy. While training would be important for all employees at the front desk, it is important to conduct the effectiveness of this training. A positive corporate culture is always good for business prosperity since it ensures employees are always focused on the goals of the organization.

Analysis of Customers from Different areas for San Francisco W-Hotel

Figure 4 Analysis of San Francisco W-Hotel’s Customers from Different areas

Figure 4 shows the number of positives and negatives from different customers. Local travel recorded 34 positives and 9 negatives, International travel recorded 27 positives and 3 negatives and Business recorded 21 positives and 7 negatives. This data shows that the majority of customers visiting San Francisco W-Hotel are mainly local artists and exhibitors, followed by international customers; however, the business customers recorded the least visit to the hotel.