RESUM GENERAL IHM

U.1: INTRO

Hospitality: generous & friendly treatment of guests.
Reception of guests w/out reward
Attend to needs & kidness in welcoming
guests

Service: process that creates benefits by facilitating a change in customers, their physical possession or intangible assets.

APOSTLE MODEL: Hostages, Apostles, Defectors & Mercenaries.

U.2: STR

CHAIN OR BRAND: displayed to the public on the building and in all interactions w/ the customer.
PARENT CO: group consisting of multiple chains.
MANAGEMENT CO: operates a hotel for another party, it receives payment or a portion of profits.
OWNER: there are many co that own multiple hotels
ASSET MNGMT CO: represents the owner in the operation of a hotel.

STR: transformative hotel industry software that delivers the property- and portfolio-level insights needed to make smart, real-time decisions and optimise strategies across entire enterprises.

3 types of operation types:

CHAIN MANAGED OR CORPORATE: chain hotel owned and/or managed by the chain or the parent co

FRANCHISE: chain hotel run by a third party where the chain receives some sort of franchise fee.

INDEPENDENT: not affiliated w/ a chain or parent co

Geographic categories: market & submarket

Luxury
Upper Upscale
Upscale
Upper Midscale
Midscale
Economy

U.3: HOTEL STRATEGIC PARTNERSHIP

Arrangement between 2 co to help each other or work together, & make it easier for them to achieve their goals.

  1. Hotel brands partnerships: BT & Accor
  2. Loyalty program partnerships: Marriott & Starwood Alliance
  3. Partnership w/ airlines: airline loyalty program
  4. Partnership w/ luxury brands: Hotel Arts & Nespresso
  5. Partnership w/ CC companies: benefits in hotel like Diamond Status
  6. Partnerships w/ F&B: Piper Heidsieck & Intercontinental Hotel created a champagne lounge

U.4: INNOVATION

Significant change that alters an industry. Product & service innovation. Goal: commitment to continuous improvement & growth.

Why innovate?

  1. Changes in the customers needs: changing demand brings change.
  2. Intensification of competition: need to rethink strategies.
  3. Change in business environment: change of products, services and business model due to lack of business.
  1. NEW SEGMENTS: Ritz-Carlton cruise line
  2. NEW CONCEPTS: Star Wars Hotel
  3. TRIAL & ERROR: Enkore Bar Paris
  4. PLANNING: Gppgle Trips & Google Travel
  5. THE KEY OF EFFICIENCY: Henn Na Hotel, Nagasaki (robots being replaced by people to return to more traditional human provided services).
  6. INTEGRATING TECHNOLOGY: Mercure Hyde Park Hotel integrated Alexa in rooms

U.5: COMPETITIVE ADVANTAGES

What sets a company apart from its competitors. Allows a company to achieve and mantain superior margins & greater loyalty. Repetable comp adv can create sustained success & attract capital more rapidly

Company can deliver more value to a customer as the number of customer increases

THE GOLDEN CIRCLE: WHY??? The why of the company and what you believe in. Humans react to the part of the brain that controlls emotions

10 recomm:

  1. Identify competitor's adv to tailor your own
  2. Create authentic relationships
  3. Make "value added" meaningful
  4. Streamline direct booking
  5. Modernise
  6. Build brand experiences
  7. Polish interactions
  8. Leverage digital content to engage w/ guests
  9. Solve and welcome problems
  10. Sustain your adv LT

COST LEADERSHIP STRATEGIES: focus on reducing the cost for the production of services & allow the firm to gain comp adv by offering a similar service at a lower price compared to comp.
DIFFERENTIATION STRATEGIES:
Focus on adding features to the service that comp can't offer. Take adv of your uniqueness.

U.6: INT EXPANSION

BUSINESS GROWTH: growth in home country is limited
INTERNATIONAL BRANDING & LOYALTY: using the same brand when travelling.
ECONOMIES OF SCALE: higher level of productivity & purchasing power.
INCENTIVES: governments provide incentives to attract companies

EXPANSION PLAN

OBJ: Growth & internationalisation
CHOICE OF COUNTRY & BUSINESS FORM
MKTG PLAN
CONTROL SYSTEM TO MONITOR PERFORMANCE (KPI's)

EARLY ENTRANTS
LATE ENTRANTS
MARKET SELECTION

Entry type:
WHOLLY OWNED: buys, builds & operates
JOINT VENTURE: partnernship between domestic & foreign co
STRATEGIC ALLIANCE: co together by reservations & mktg systems
FRANCHISING: grants franchisee to tuse name, reputation & business skills
MNMGT CONTRACTS: contract between mngmt co & property owner for the return of mngmt fees

U.7: HOFSTEDE CROSS CULTURAL DIM

A staff should consider being culturally diverse to attend diff type of guests.

Hofstede developed 6 cross cultural dimensions

POWER DISTANCE: degree of inequality that is accepted between people w/ & w/ out power. High means hierarchical distribution of power, low means power is shared.
INDIVIDUALISM VS. COLLECTIVISM: tie that people have to other w/in the community. High IND means people focus on themselves "I". High COL means people are loyal to community "WE".
MASCULINITY VS. FEMINITY: High masulinity society inclined towards achievement, concentrated on material achievements. High femininity society inclined towards quality of life.
UNCERTAINTY AVOIDANCE: indicator of the extent to which uncertainty & ambiguity are tolerated. Future unknown. High UNC low tolerance for it and like to have rules. Low uncertainty unknown is more accepted.
LONG TERM VS SHORT TERM ORIENTATION: Long term orientation is pragmatic and focuses on the future & long term growth. Short term orientation are more normative and emphasis on present rather than future.
INDULGENCE VS RESTRTAINT: Measures extent & tendancy for a society to fulfill desires. High IND society likes to have fun. High REST society regulates people's behaviour

U.8: SERVICE CULTURE & ORIENTATION

Culture that supports customers service via polices, procedures, actions & reward systems

SERVICE STANDARDS: Co service philosophy, customer contact standards, grooming & appearance, telephone & email etiquette.
SERVICE STANDARD DESIGN: Consider things that will set your level of service apart from competition. Limit nº of standards and keep the standard brief, simple & light.

HIRING & SELECTION: emphasis on hiring attitude, select on strengths, people skills & talent.
HIDDEN COST OF HIRING & SELECTION: Training and loss of productivity.
ORIENTATION PROGRAM: First & last impression of the co, make employees more productive and what co expects from employees.
EMPOWERMENT: Ability of employee to exercise judgment to enhance the guest experience or solve a problem.
EMPOWERMENT PRACTICAL: Share responsibility, authority & resources. Employee who receives problem, owns & resolves it.
KEYS TO EMPOWERMENT: Identify tasks that can be delegated, schedule time for training, do performance reviews, trust others, give the person room to grow.
REWARD & RECOGNITION: Customer letters & remarks, high guest & employee satisfaction, high performance, employee of the month, attendance, treat to lunch, parking spot, flexible work schedule...

Employee is ultimate resource in providing value for customer.
Customer satisfaction & employee satisfaction are directly related.
Effective hiring, training empowerment & recognition will boost employee productivity & satisfaction