Quality Service Management at Chewton Glen Hotel and Country Club - Case Study Example

Spa at Chewton Glen Hotel and Country Club Name Professor Institution Course Date Spa at Chewton Glen Hotel and Country Club Executive Summary Chewton Glen Hotel and Country Club spa are regarded as a haven that has kept on providing services to clients feeling that they are weary of the life hustles. Many clients have adopted the services provided by this hotel cum country club. Due to its better services whereas the hotel and country club has received various distinguished awards from different bodies and companies including World travel Awards of 2006 and Laurent Perrier Spa Award among others. According to Hoffman, & Bateson (2010, p. 417) the hotel was established as a country house possessed by George Marryat in the period between 1837 and 1855. The current trail is considered to have been utilized by olden smugglers to convey in contrabands before vanishing into the New Forest. In contrast, George’s brother, Capt. Fredrick Marryat resided in that house for a long duration and was later inspired by the existing magical seafront nearby the Hotel. The Hotel boasts of the conservative sort of employees trained to appreciate the demands of each client in not just a peculiar manner but also kindly leaving the client feeling fully at ease. Because of the changing nature of the tourism industry in the 21st century, the country club has started the overhaul of the spa that would ensure that organization enhances personal wellbeing and health as well as encouraging changing lifestyles the ageing population of today (Hoffman & Bateson 2010, p.417). Table of Contents Spa at Chewton Glen Hotel and Country Club 2 Executive Summary 2 Table of Contents 3 1.0 Introduction 4 1.1 Chewton Glen Hotel and Country Club industry analysis 5 2.0 The key strength’s of Chewton Glen Hotel, Spa and Country Club and types of service that compete with it 6 3.0 The brand extensions Chewton Glen Hotel, Spa and Country Club would consider in its portfolio 8 4.0 The Maslow’s hierarchy of needs satisfied by Chewton Glen Hotel, Spa and Country Club 8 5.0 Market segments targeted by Chewton Glen Hotel, Spa and Country Club 9 6.0 Recommendations 9 7.0 Conclusion 10 8.0 References 11 9.0 Appendix 12 1.0 Introduction Spa business is one of luxury services that are rising so fast in the hospitality, tourism and travel industry in the UK and across the world. The major elements that drive this industry are the marketing, customer service, segmentation and diversification. In the extremely competitive business such as spa services in the 21st century, these elements play the major role in drawing and retaining guests. The Spa at Chewton Glen Hotel and Country Club has been trying to create brand identity using different business strategies in order to get the lion share of the hospital, tourism and travel market share in the UK. The report analyses the industry in which The Chewton Glen Hotel and Country Club operates in, the key strengths of the hotel, the brand extensions it would consider in its portfolio, The Maslow’s hierarchy of needs satisfied by it and its target markets. 1.1 Chewton Glen Hotel and Country Club industry analysis According to the case study, the industry in which ‘Chewton Glen Hotel and Country Club serve in is quite a diverse industry because it ranges from the tourism, hospitality and travel to the Health sector in general. A new kind of travel, new tourist places are the new realities of modern worldwide tourism industry. Amongst an attractive tourist target, spas get extreme impact and spa development, wellness and health tourism is turning out to be very important for several countries that desire to actively take part in the global tourism (Hoffman, Bateson, Wood & Kenyon 2009, p.419). Hotels and resorts spas one of the rapidly-rising market segments in the tourism and hospitality industry. Growth of Spa Industry in UK has created a good economic influence and turn into one of the major market needs amongst all the employees in the UK. As such, Chewton Glen Hotel and Country Club has served a great purpose of providing this much needed wellbeing and health services to the clients who feel weary after a long day work. Spa hotel and resorts have kept on developing all over the entire world, and in recently the market has been becoming more and more competitive. The travel, tourism and tourism therefore, have put spas at Chewton Glen Hotel and Country Club in their future business strategies to offer for the physical and psychological daily life changes that customers are in need of. The industry in which Chewton Glen Hotel and Country Club operates on, the Spat tourism is getting into a new development phase as increasingly customers think Spa treatments and therapies as over a one-off treat. According Mintel-Spa Tourism International (2007) the global spa industry has developed into a US$40 billion venture. The spa visits also rose by 20.2 percent to l31 million in the period between 2003 and 2005. The spa industry in the UK is currently valued at about US$3 billion, signifying a major growth in the spa industry over the last five years (Hoffman, Bateson, Wood & Kenyon, 2009. P. 419). Currently in Europe there are more than 1400 spas with Germany having the majority of the spas for clients desiring medicinal treatment or simply as a sanctuary place. However, European nations are currently setting encouraging guests to their seashores by providing a variety of spa facilities. For instance, Glenbervie House Hotel close to Scotland’s Stirlingshire is set to invest £80 million in a comfortable modern spa village (Hoffman, Bateson, Wood & Kenyon 2009. P419). Competition is becoming high in the spa industry with both Glenbervie House Hotel and Chewton Glen Hotel and Country Club wishes of becoming top spa destinations globally. Another hotel offering spa is the Apex City Quay Hotel & Spa set Dundee which has positioned its business as to be the first to offer 'green hotel spa'. This hotel stands unique and has a competitive advantage in this industry because it provides spa facilities whilst conserving the environment. In the health sector, The Chewton Glen Hotel has “kept on providing services intended to reduce stress and improve health conditions amongst people” (Myers, Sweeney &Witrner 2005, p.1). 2.0 The key strength’s of Chewton Glen Hotel, Spa and Country Club and types of service that compete with it From its establishment the major strengths of Chewton Glen Hotel are its rich historical setting in the 1800’s (Hoffman & Bateson 2010). This factor makes it a more dependable hotel because it has gotten plentiful time it used to study and get things right on different demands of the clients. Chewton Glen Hotel has received an award as the UK’s preferred spa retreat. This recognition has enabled it to be the most famous resort in not just in its native country but also across the world thus the increasing the number of clients visiting the Hotel to enjoy a variety of services offered with it (Starr, 2008). This country club has also been getting positive comments particularly from the British reviewers including Vincent Crump; is a well-known Sunday Times newspaper writer who pens reviews regarding the most after sought places in the UK. Another commentator, Elizabeth King, a writer for Australian Gourmet Traveler magazine, penned that the Chewton Glen Hotel was among the best ten spa resorts globally. This ranking was a strength element which made the hotel to be put among the classy spa destinations across the globe, therefore, drawing a large number of clients (Angelo, 2008). The rankings are also thought to be a positive method of promoting the spa on the global market. Chewton Glen Hotel has in the past been recognized with the most impressive award, Laurent Perrier Spa Award in the hospitality, travel and tourism industry. The country club is also distinctive in the manner it offers its services. Distinct from other Spa resorts in this industry, the Chewton Glen Hotel has spent in its human resource practices to make their therapists be among the best qualified employees in the industry. They have the ability and capability to offer therapeutic examinations in a conservative manner. The personnel have also the capability of handling the visitors in a quite sympathetic way which has acted as an attractive attribute for the country club (Myers, Sweeney& Wilmer 2005 p.1). The services that competing spa services are medical treatment or just a sanctuary place. Therefore if innovative ways are not set to improve the services, Chewton Glen Hotel may opt for the medicinal treatment in heath facilities. 3.0 The brand extensions Chewton Glen Hotel, Spa and Country Club would consider in its portfolio Smith & Kelly (2006, p.2), states that different customers demand varying things when trying to relax at the spa. However, the number of spas are ever-growing thus, the preference of what is at hand may make more customers seek different treatments and care that they had not attempted before. Certainly, spas are turning out to be specialized and the industry is moving towards segmenting their products to ever more-unique groups. Trends to keep an eye on are resorts with spas committed to comfort detox, with extra slippers compared to 'boot camp’ weight-control hotels, where visitors are not 'disciplined' for their gluttonous manners but associated with feeling and kindness. Chewton and Glen Hotel has the best capacity to introduce services like the Sauna and Steam bath to its portfolio list. This is due to the fact that the Sauna and Steam bath is gaining widespread thought from other European states in general. In incorporating this service, the country club will facilitate attraction of international visitors who are fond and familiar with the above mentioned practice. Adding sauna and steam bath will enable Chewton and Glen Hotel will to compete strongly with other facilities across Europe especially amongst the male category. This is because the statistics show UK in which Chewton and Glen Hotel is based lags behind in providing sauna and steam bath in male across the selected countries in Europe. 4.0 The Maslow’s hierarchy of needs satisfied by Chewton Glen Hotel, Spa and Country Club Chewton Glen Hotel is offering physiological needs that come in the first level of Maslow’s hierarchichy need. The exact physiological need is the health need. It offers a soothing spa treatment in addition to health based facilities. This is demonstrated with the introduction of a health club including spa hub within its premises. Lyon (2008) claims that the country club targets people who are in regular travels in search of both spiritual and health perfections in their lifestyles. Taking into account the immense attention offered by the daily basis news items, the feature change in life has been thought to increase the need to remain healthy and fit, particularly by the ageing group in general. Therefore, it’s prudent to end that the ageing population is among the most targets the Chewton Glen Hotel has set forth in its customer base list (Clements 2007). 5.0 Market segments targeted by Chewton Glen Hotel, Spa and Country Club In analyzing the facts mentioned in the case study, Chewton Glen Hotel bases its better position as a foundation to connect to new ideas. The reality that the resort has a rich historical foundation not to mention the positive advertising it gets, enables it to be a favorite destination. According to the case study, the Hotel is better positioned to increase revenues by diversifying its general services. The Chewton Glen Hotel and Country Club has to target various markets to incorporate all potential customers as opposed to narrowing its capabilities so as to dominate the market share in its industry. Its overhaul and partnership with Moulton and Brown in 2005 to meet the demands of the 21st century shows its commitment to target different segments and market in the UK. This may include Dundee which is only served by the Apex City Quay Hotel & Spa. The Hotel also targets different ages, sex and social status as opposed to other facilities that only special in elites and people belonging to one sex (male only) (Clements 2007). 6.0 Recommendations The hospitality, tourism and travel industry are becoming one of the largest industries in the UK and in the whole world. For businesses that concentrate on the luxury customers like The Chewton Glen Hotel and Country Club, branding plays a vital role on a core value plan an to build a brand identity and enhance it than the employ of interactive marketing tactics. It is recommended that the Chewton Hotel expands its target market to comprise of the whole market despite of sex or age. This is due to the increased need by potential consumers to incorporate physiological needs i.e. health need to their individual basic needs (Clements, 2007). All human beings desire to live healthy and therefore individuals are looking to include these need despite of the social status or the finance. 7.0 Conclusion In conclusion, Spa business normally focuses on different facets, which are crucial for effective operation of the organization. These consist of quality, reliability and innovation of the service. From the case study, the guests can be rest assured that the services that are offered at The Chewton Glen Hotel and Country Club are rather tailored to meet the demands of the clients and served by the most competent employees in the therapy field. The Hotel and Country Club offers classy and unique services to their clients in a conservative manner yet sympathetic personnel. With the overhauling and partnership the Hotel is ideal for health improvements of the guests who visit it for both relaxation and pleasure purposes. 8.0 References Angelo, J 2008, Spa Business Strategies, Viewed 16TH June 2013 from http://www.delmarlearning.com/samplechapters/dl_display_sampchap.aspx?isbn=140188 1645&cid=2 Clements, P 2007, A luxury Spa Needn't Cost Fortune, Indulge on a budget, Daily mall, London. Hoffman, K., Bateson, J., Wood, E & Kenyon, A 2009, Services Marketing, UK edition, Cengage Learning EMEA. Hoffman, D & Bateson, J 2010, Services Marketing: Concepts, Strategies & Cases, Asia- Pacific Edition, Cengage Learning Australia. Lyon, L 2008, Constructing your Spa's Business Plan, Viewed 16TH June 2013 from http://www.4hoteliers.com/4hots_fshw.php?mwi=1854 Mintel, 2007, Spa tourism - international, Viewed 16TH June 2013 from http://academic.mintel.com/sinatra/oxygen-academic/search_resultlV Myers, J., Sweeney, TJ & Witrner, M 2005, A holistic model of wellness, Mind Garden. Starr, L 2008, Spa Startup -The Real Business of Spa, Viewed 16TH June 2013 from http://www.wynnebusiness.com/Presentations/SpaStartup101.pdf Smith, M & Kelly, C 2006, Wellness Tourism, editorial, Tourism Recreational Research, vol. 31, no, 1, pp. 1-4' 9.0 Appendix Figure 1: gender reasons and percentage for visiting of sauna or steam bath in different countries Source: (Hoffman, Bateson, Wood, E & Kenyon 2009, p.420) Figure 2: different types of spa Source: (Hoffman, Bateson, Wood, E & Kenyon 2009, p.420) Read More