Effective Rooms Division of a Hotel - Case Study Example

Effective Rooms Division of a Hotel Effective Rooms Division of a Hotel Introduction The number one aim of any hotel is to rise torate of room occupancy or increase their customer traffic, achieve client satisfaction and eventually attain a higher profit margin (Abbott & Lewry 2002, p. 23). Keeping this in mind, each and every department in a hotel is overly significant when it comes to satisfying the client. All hotel departments are required to work compatibly together. The communication between the different departments ought to be very clear. The front office department is an overly significant point for this communication. They have to communicate effectively with other departments for the success of any hotel. Room division, on the other hand, is the most significant revenue department for hotel organisations (Medlik & Ingram 2000, p. 21). The main purpose of this essay is to investigate the effective management techniques for the room division of a hotel. The paper will start by giving a brief description of the hotel chosen for the case study and assess how good design and use of property interiors can improve hotel management in general. It will also assess why the front office should be properly planned and managed in every hotel and discussion key to successful management of the front office and accommodation services of the case study hotel including customer care, human resources, property management, sales and marketing, and use of technology and finally conclude with what we have learned from the research. The selected hotel from the case study is a 4 star hotel located in London, United Kingdom, known as Park Plaza Sherlock Holmes. Background of the Hotel The Park Plaza Sherlock Holmes, London, settles in a traditional Victorian townhouse located in Baker Street close to the Madame Tussauds museum. I personally researched the hotel and gathered information concerning their room division. The lobby showcases a fine reference to Sir Arthur Conan Doyles well-known sleuth, Sherlock Holmes, and forms a warm environment with a fireside, partly exposed timber floorboards, and deep-brown, broad leather armchairs. Their front office area basically welcomes a comfort with warm alcoves, as well as an open fire. Good Design and use of Property Interiors in Hotel Management An interior refers to the inside section of any building, regarded as a whole from the viewpoint of an artistic design and/or main effect and convenience among other factors (Bardi 2009, p. 31). It can as well be a single room or apartment. Design, on the other hand, is an art mainly bases on patterns, colours and shapes (Boella & Pannett 1999, p 53). After looking at a number of designs, you can tell that good design combines usefulness with at least a number of the following aspects: comfort, beauty, efficiency, durability, and/or economy. The interior design of any hotel is a significant element for guests and can enhance client satisfaction (Burgess 2010, p. 22). It can as well act as a benchmark for the levels of service, comfort and quality, which each and every visitor expects; thus, good quality interior design of any hotel is more significant compared to any other factor. Effective hotel interior design requires a proper balance between operational functionality (i.e. economics, ease-of-use and safety needs) and the physical environmental elements (i.e. hotel furniture, equipments, fixtures, art and plants) in order to form the needed ambience for guests (Burgess 2010, p. 22). Through comprehending and meeting the needs of these two approaches, a hotel’s interior design will be rooted in a strong, long-term functional and operational footing. Jones & Lockwood (2002, p. 44) think that ample planning is vital for any design proposal and requires to be rooted in the knowledge of hotel operations, as well as accurate cost data. This will develop solid budget suggestions at the premature project planning stage. Through a broad perspective, management of the idea and a thorough design direction, a relationship between the environmental and pragmatic factors can rapidly be identified to develop an integrated and balanced environment (Jones & Lockwood 2002, p. 44). Aside from being able to meet the comfortable atmosphere and operational functions, which are specific to managing a successful hotel, fixtures, the furniture choice and materials in the guest rooms and public spaces, are also overly significant, mainly if an exceptional brand identity is being developed or supported (Knowles 1998, p. 88). Colours, textures and lighting, are vital interior factors, which can influence the presentation of areas, whereas forming the desired design of the hotel, as well (Baum & Odgers 2001, p. 93). It is this view that informs the approach of Park Plaza Sherlock Holmes hotel. The significance of individuality can make a huge difference to any hotel’s profit margin. This is because clients are searching for something special, which appeals to them; thus it is advisable to reveal to them you do not simply follow a crowd of how other hotels look like, but you are giving them something different (Bowie &Buttle 2013, p. 88). Some decorators advise others to even be bold in their foods apart from design. This will help them create an experience in their guests’ mind that they will never forget. Successful differentiation of the hospitality product is at the center of the business case for interior design of any hotel. In most of his interviews, the managing director of Park Plaza Sherlock Holmes hotel always advises that, with the rising proliferation and significance of branding and greater focus on market segmentation, design is a vital element in the differentiation between a good hotel and a bad hotel even if they are located in high concentration areas that have a wide range of different products that the client can find easily confusing (Middleton & Clarke 2012, p. 51). Many hoteliers continue disregarding a hotel’s interior design terming it as a “one-way” expense or cost, but if carried out effectively, a luxurious refurbishment can go a long way in repaying your dividends. Through a blend of a close knowledge of the basics of hotel keeping and understanding the customer’s target markets, a designer’s contribution to the achievement or failure of any hotel can be essential (Middleton & Clarke 2012, p. 51). There are plain financial benefits for hoteliers that apply efficient interior design, as an enormous investment will go into developing an atmosphere that both guests, as well as staff, will feel contented in (Middleton & Clarke 2012, p. 53). Nevertheless, an effective interior design has to factor in a permanence of the idea in order to enhance its overall permanence and avoid the need for extensive refurbishments each and every few years. The managing director of Park Plaza Sherlock Holmes hotel adds that with their partners, hotel investors comprehend that in order to maintain standards they are expected to modify the furniture, software, equipment and fixtures in public areas and most bedrooms at least every 3 to 5 years. Nevertheless, they would not expect to swap the hardware, instead of upgrading or adding technology, for 15 to 20 years, or maybe even longer. The managing director thinks that if people are required to do so, then this would happen through a mixture of poor planning, poor investment and inappropriate or poor design (Middleton & Clarke 2012, p. 55). Generally, successful hotels are those that have shunned away from these pitfalls by cautious pre-planning, detailed feasibilities, disciplined financial management comprehensive market research, as well as controlled realistic programming, in order to meet their operational and investment objectives. It is sad that many hoteliers, particularly those in sovereign operations, distinguish interior design of a hotel as a “one-way” expense (Middleton & Clarke 2012, p. 55). This should not be the case, as discussed above. Whether classic and traditional or modern and trendy, equipped with the latest technological equipments, the interior design of rooms and public areas in a hotel is a vital element in wooing guests to spend some time at your hotel (Middleton & Clarke 2012, p. 55). While lush and luxurious interiors are a prominent selling factor of a lot of high-end hotels, others have made the short step towards practical minimalism and simplicity. Importance of Properly Planning and Managing the Front Office Area Front office otherwise known as the front of house area is important in any organisation. Others refer to it as the face of the hotel since is always grants the guests their first and most important impression when visiting the hotel (Penner, Adams & Rutes 2013, p. 33). Assessing the working performance of the front of house area normally comprises of two aspects: efficiency and the sociability of the staffs, which are also normally revealed in the guest survey of many hotel groups (Penner et al. 2013, p. 33). The front of house area is basically the center of any hotel. This grants the guests the first impression and always delivers the information to all guests. Staff at the front of house area response to the guests’ requests plus they are always prepared to assist guests. The works at the front of house area are basically about everyone, from the guests to the staffs. The works are more about how the workers act and react under a number of circumstances (Penner et al. 2013, p. 34). The guests’ traffic here is strongly revealed in this working area and unmanageable, that is why we always experience rush hours in many hotels. The front of house area is the area that generates income and revenue and the one, which deal openly with the clients. In addition, as we discuss hospitality, the front office area is the one where the guest are welcomed after arriving to the hotel, and the one that gives the first impression concerning the culture of the hotel (Penner et al. 2013, p. 34). Therefore, it is overly significant to any hotel to create a warm, clean and friendly atmosphere in the front office. A 5 star hotel, such as Park Plaza Sherlock Holmes has everything to develop the perfect, comfortable destination for guests. Park Plaza Sherlock Holmes hotel is stunning, plus the building is even better-looking following it extensive remodeling, which resulted in a magnificent central entrance with a retractable roof. The gardens are spectacular, plus they showcase excellent sculptures. To deliver a 5 stars experience to your visitors, apart from a stunning interior and exterior design, the customer service is one of the best experiences a hotel can give (Penner et al. 2013, p. 35). The workers should be very friendly and professional when coping with clients, and should, at all times, be prepared to help. The many stages of customer transactions concern different types of services such as: (1) reservations; (2) check-in and registration clients; (3) correspondence and information; (4) other services such as luggage transportation; (5) messaging and telephone; (6) customer account management; and finally (7) check-out and pay the bill (Penner et al. 2013, p. 35). Guests will mostly make a first impression rooted in what they view the initial time they walk into a hotel. The design of the hotel will matter when it comes to its success and attractiveness to clients. The owner of Park Plaza Sherlock Holmes hotel has greatly invested in making it the corner of haven that it is today. They used Sherlock Holmes’ classical traditional structure as the basis of their design but they greatly renovated it, maintaining the character of its past, taking motivation from its extremely beautiful views and adding the odd modern twist in order to bring it to life (Penner et al. 2013, p. 36). The only sure way to amaze the visitors, as well as keep them coming back time and again, is to develop a top notch front office area that will grant them a perfect feeling the first time they utilise the hotel’s services, and uphold the standards that will always bring them back (Penner et al. 2013, p. 36). Inside the furnishings of Park Plaza Sherlock Holmes are stunning looks: a lot of silk upholstery in cool submissive colours plus rustic touches used with beautiful taste in Farrow & Ball. In a 5 start hotel, where the standards are high, the cleanliness of the place is very important. A clean atmosphere can be a decisive factor for potential clients. Everything has to be spotless, and at Park Plaza Sherlock Holmes it is; beginning with the outside section, with the ideal lawns, as well as going all the way to the bedrooms and communal areas. The standards of hygiene and cleanliness are very high, so as to reach the clients expectations (Penner et al. 2013, p. 37). If the hotel’s design, particularly the design of its front office area, is not attractive or simply up to standards, then the hotel will maybe lose their clients. If after arrival the visitors are welcomed in an unattractive front office, and the space does not uphold the standards of a 5 star hotel, then there is a huge chance that the visitors will never, by any chance, return. In addition, in hospitality, a poor impression made on one client, will follow by a big loss for the hotel. This is due to word to mouth advertisement, which is an overly powerful tool that can damage a hotel’s repute. It is extremely vital that the front office offers a warm, welcoming atmosphere to the visitors so as for the business to become successful. If the image, design and cleanliness, of any 5 star hotel does not match the standards of the industries, then the organisation will have to cope with a lot of refunds, complains, as well as, in some cases, offer free treats so as to make their guest happy plus keep them coming back (Penner et al. 2013, p. 37). It will cost the hotel a lot of money, plus there is a high risk that the clients will develop a habit of lamenting even if they give them free treats, but it will work in the favour of the hotel, in the long run (Penner et al. 2013, p. 37). Factors Key to Successful Management of the Front Office and Accommodation Services of Park Plaza Sherlock Holmes Hotel Notable factors that can determine the successful management of the front office and accommodation service at Park Plaza Sherlock Holmes Hotel are human resource, customer care, property management, sale and marketing and use of technology. In business the human resource element plays a key role in its success (Baum & Odgers 2001, p. 100). The HR team within a hotel plays an important role in improving their performance through enhancing both their worker’s and client’s satisfaction in order productive and effective. The front office is crucial because it is quality-focused and client-driven. Most staff members of any hotel from the receptionists to the waiters to the waitresses deal with clients directly and should be seriously considered when it comes to creating the client impression. The quality of service they offer mainly relies on not just on their but upon the attitudes of the staff, as well. This is part of the final product for which the hotel guest is paying for (Baum & Odgers 2001, p. 100). Customer satisfaction is prone to be influenced as much through the standard of accommodation, food and beverage or other facilities of the hotel as through the courtesy, kindness, as well as personal qualities of the members of staff. Thus, both the attitudes and the skills of the workers are vital if the demands of the client are to be met adequately. This places specific on human resource management in order to ensure the success of Park Plaza Sherlock Holmes Hotel. As a recommendation, this field is very dynamic and requires having a team of dedicated experts to keep pace with contemporary law changes (Baum & Odgers 2001, p. 100). When it comes to customer care, these days hotels are incorporating new aspects that make the client feel properly treated. For instance, a clean and efficient front desk operation offers a favourable and contemporary feeling of a hotel and makes any kind of client feel welcomes (Baum & Odgers 2001, p. 101). Today, there is constant staffing, reliable phone services, first impressions, utilising name tags and making a customer’s wait comfortable. As a recommendation, your front desk ought to always be staffed. If guests have to wait for the receptionist to come or need to ask for assistance from someone else, then this will leave them with a bad impression of the hotel, plus it can inconvenience them depending on whether they were in a hurry. In the accommodation area, you need to always respond quickly to their needs. For instance, when guests require a meal or drink, it is vital to not keep them waiting too much or notify them how long they have to wait (Baum & Odgers 2001, p. 101). The hotel’s receptionist might also be charged with handling incoming telephone calls from potential guests or residents calling for room service. If so, it is significant to implement a policy for quickly responding to phone calls, for instance, within 4 rings or less. Preferably, develop a backup that will help you avoid having the phone call be directed to voice mail, such as installing a phone system where phone calls "bounce" to another line following the first three rings (Baum & Odgers 2001, p. 102). When it comes to managing the front office and accommodation property, it will be significant for the hotel because it will help them in a number of manners such as accessibility and flexibility, time savings, cost reductions. Operating a hotel like Park Plaza Sherlock Holmes needs a 24/7 commitment from professional managers. Directing monitoring finances, team members and improving the guest experience makes managers busy and active daily, thus having the flexibility to access their hotel property from wherever the work takes them is overly significant (Bardi 2009, p. 60). Also, when it comes to retrieving your assets, property management saves time in order to avoid wasting the client’s time. Your receptionist is your asset so it is significant to ensure that they are always within the guest reach when required. The eventual objective of any hotel is to have its rooms fully occupied, all year-round. Whereas this is normally not possible, there are number of ways hotels such as Park Plaza Sherlock Holmes can go about attracting more visitors at any period of the year. The sales strategies available to confidence hotel owners and managers are many, but their goal is always centered on one target: to improve room nights (Abbott & Lewry 2002, p. 79). Sales and marketing will ensure that the hotel and its services are properly advertised in order to improve its sales. This is important because it is what will attract clients to the hotel and ensure they make the kind of sales they require. Hotel marketing plan basically are overly superficial. Abbott & Lewry (2002, p. 80) think that it is high time they are professionally considered, plus they become complete. Hotels are multi-million euro/dollar businesses plus they require an expert structural and strategic approach. Finally, technology plays a significant role in the hospitality industry. Both businesses and customers can benefit from improvements in reservations, communication and guest services systems. Technology permits continuous communication plus it streamlines the guest experience, from when they are making reservations to a hotel up to when they proceed with their checkout (Bardi 2009, p. 65). For example, computer systems ease communication between locations and branches which makes it much easier to streamline cross-company policies and reservations. They are also utilised internally to keep staff on the same page, as well as make it easier to access information, which can enhance the guest experience: housekeeping information, guest preferences and details of reservation can all be maintained on a single system (Bardi 2009, p. 65). Conclusion and Recommendations This paper has investigated the effective management techniques for the room division of a hotel with Park Plaza Sherlock Holmes hotel being its focus point. What I learnt during this study is that a good design is overly significant in today’s competitive hospitality world. In order to be different, a hotel needs to pay extra attention to their design, particularly their rooms (Abbott & Lewry 2002, p. 99). Understanding this, more and more hoteliers concur that design is a proper tool in increasing value to the business and attracting new customers. When it comes to the interior, it has to follow a similar image of the hotel (Abbott & Lewry 2002, p. 99). Elements that can be seen in the front office area must be in the interior of the rooms, too. It is overly significant that the entire establishment has a similar theme just like Park Plaza Sherlock Holmes where they established a traditional theme, both in the bedrooms and in the front office. It learnt that a major factor, which can affect guests in selecting a hotel, is the plan or layout of the room. In order to be up to standards and fulfill guest expectations, a 4 star hotel has to go the extra mile they need (Abbott & Lewry 2002, p. 99). In such a kind of establishment like Park Plaza Sherlock Holmes, it is very significant that the design of the rooms be top notch. At Park Plaza Sherlock Holmes hotel, the bedrooms are comfortable, luxurious and relaxing. Their large, spacious rooms can please even the pickiest of the visitors. References Abbott, P & Lewry, S 2002, Front office: procedures, social skills, yield & management, Elsevier, Oxford. Bardi, J A 2009, Hotel front office management, John Wiley, New Jersey. Baum, T &Odgers, P 2001,Benchmarking best practice in hotel front office: the Western European experience, Journal of Quality Assurance in Hospitality & Tourism vol. 2, no. 3, pp. 93-109. 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