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Boutique Hotel S4-HM-05 Sophie Verrips Simone Stander Max Demelinne Cato…
Boutique Hotel S4-HM-05 Sophie Verrips Simone Stander Max Demelinne Cato Aelbers Rosa Dorsman Arnaud Kirby
Responsibilities Operation Manager
Hotel functions
: housekeeping, human resources, facilities, security, public relations, social media, food and drink service, sales and financials (blog.proven.com, 2018 )
Skills:
Management, Planning and Customer Service (jobdescriptionandresumeexamples.com, n.d.)
Financial
: Monitor and maintain operation & overhead cost (setupmyhotel.com, n.d.)
Suppliers
: Communication and Purchase (setupmyhotel.com, n.d.)
Trends:
Sustainability (researchgate.net)
5 V's
Volume
Low volume, low number of rooms (10 to 100) and low number of properties (covingtontravel.com, 2016)
Variety
High variety, lower cost with personalised service compared to big chain hotels (blog.artonemfg.com, n.d.)
Variation
Low variation, due to the number of small rooms, boutique hotels are quickly fully occupied (Mandelbaum, 2018)
Variability
High variability, since most boutique hotels, are smaller, they are also able to provide more personalized service to their guests.
(lesboutiquehotels.com, 2021)
Visibility
Low visibility, (Resortincome.com, n.d.)
Market Segmentation
Geographic
:Lively up-and-coming sections, hip and fashionable urban areas, high end residential neighborhoods and in resort areas. (McLean, 2016)
Demographic
: Mid to high income averages, more leisure than business guests (Firat, 2014). Millenials to baby-boomers (Guilietta, 2021).
Psychograpic
:Travelers who are into a hip and stylish design and enjoy the privacy and luxury (Guiletta, 2021). People who want more than just an overnight stay (McKenney, 2014).
Behavioural
: Loyalty programs encourage the stay frequency and guest spending (The Centre for Hospitality Research, 2016). Customization in service, satisfaction in previous visits and high quality of service are big factors in customer loyalty (Firat, 2014).
Product Life Cycle
Growth
: fastest growing segment in the lodging industry (Costar.com, 2018)
Expansion
: popping up in the big cities, but now the smalls towns are the target for development (reonomy.com, 2016)
Organisational Design
Centralization
Highly centralized, the general manager supervises all the departments
Hierarchy
Flat Hierarchy, In a small hotel, the general manager directly supervises each division
Complexity
Low complexity, Architecture and interior design are unique and upscale but simple (Landman, n.d.)
Formalization
Simple formalized, boutique hotels are typically managed on-site by a small group. These hotels can make quick strategic and tactical decisions and follow through similarly on execution (Landman, n.d.)
internal performance objectives
costs (e.g. Lidl)
quality (e.g. Rolex)
dependability (e.g. Hanos)
flexibility (e.g. Apple
speed (e.g. Mcdonalds
order winners
individually
: Properties have a distinctive vibe and never have the feel of being one of a series (Maestro, 2016)
design & character
: Design and operations are unique (Maestro, 2016)
personalized service
: Providing bespoke amenaties and personalized service (Maestro, 2016)
high quality gastronomy
: Upscale type of hotel which goes together with high quality F&B (Hess, 2019)
order qualifiers
Breakfast
safety and security
Haccp/ clean
comfort
free WIFI
Order fulfillment process, “Order fulfillment means fulfilling a sales order to the customer’s specifications. That is, delivering goods as promised at the time of sale.”(L, Schwarz, 2020)
Customer relation process, 'Boutique hotels are smaller and more intimate, which gives the person at the front office the ability to take more time for a guest and create more of a ‘relation’(Mitussis, O’Malley & Patterson, 2006)
Supplier relation process, The owner of this business process evaluates and selects suppliers based on their ability to supply product in accordance with the requirements of the hotel. (ISO 9001.2008, HACCP, etc.)
Product and service development process, For boutique hotels,it is harder to develop new products and services because of the smaller size.
(Cerović, 2010, pp. 415-416)
Market Structure
Monopolistic competition
(CFA Program Level I , 2021)
Buyers
Sellers
Few barriers to entry
Similar but differentiated products
Seller price is better
Type of Operation
Small (Accounting Verse, 2020)
Often not part of a chain (Hotel Design, 2020)
A partnership (Accounting Verse, 2020)
Core process