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Airport Hotels HM-13 Bart Compeer Lotte Verstegen Hanna Havermans Jan…
Airport Hotels
HM-13
Bart Compeer Lotte Verstegen
Hanna Havermans
Jan Noorlander
Nathalie Hans
Organization design
Depends on
Size
Location
Complexity
Functional
Divided in different departments
Operational: FO, F&B
Office: HR, sales, marketing
Service life cycle
(Duan, 2019)
Growth stage
Constant flow
Average occupancy (2018)
Airport hotels: 73.8%
Other hotels : 66.2%
Always in reach for potential customers
Market structures
(Shetty, 2008)
Monopolistic
Many sellers
Differentiated products
Multiple dimensions of competition
Responsibilities OM
24-Hour Front Desk
Noise Control
Extra Services
Printing Boarding Passes
Wake-Up Calls
Time Management Shuttles
Servicescape
One Night Stays
Functional Comfortable Lobby
Soothing Background Music
Soundproofing
Sleek and casual design
Operation Types
Customer processing operation
Restaurant Service
Front Office
Material processing operation
Production Kitchen
Information processing operation
Transaction System
Reservation System
Order Winners (Hill,1993)
Free use of bathroom
25 – 50 euros a night
Comfortable rest area
Near the airport
Order Qualifiers
Free Wi-fi
Comfortable bed
Bathroom included in room
Market Segmentation
Size of Buyers
Business travelers, leisure travelers and foreign travelers can be seen as potential guests
Geographic location
Main language is English, but other languages are also available
Product segmentation
Easily to access hotel
Performance segmentation.
Aesthetic appeal, every 5 years change to stay authentic
Procurement segmentation.
Different guests purchase in different ways
The 7 P's (Management Study Guide, 2008)
Product
Intangible, heterogeneous, perishable
Pricing
Pricing of services is tougher than pricing of goods
Promotions
Becomes crucial in differentiating service offering
Placement
cannot be stored or transported, location of service product is important
People
Service training for staff is priority
Process
Ensure that standard delivery of service is repeated
Physical evidence
Heavily investing in interior and decoration because
services are intangible
The 4 V's
Variation
Constant flow of departures and arrivals
Variability
Medium; small preferences
Variety
High and low; high -> different room types, low -> 'just' a room
Volume
High variation + walk-through of guests during the day
Location (Oryx Airport hotel, 2020)
Guests can easliy catch flight
Meanwhile relax, unwind and recharge
Convieniently located on walking distance
Core processes
Order fulfillment process
Pre-arrival
Arrival
Booking (POS)
Customer relation process
System for owning a company’s interactions with current and future customers
Honors Program
Supplier relation process
Helps reduce costs and workloads and helps provide better service to guests
Supply management
Supplier Diversity Program
Product and service development process
Product development process
Technology
Digital check-in/key
Biometrix
Service development process
Trends
Robots
Chatbox
5G