This document discusses plans for designing a new service for a 4-star hotel called Belmont Hearne Hotel located in Goa, India. It proposes innovations like providing wearable tech bands for keyless entry and tablets for digital check-in. It also outlines facilities, target customers, employee management and training programs, methods for analyzing customer data, and forecasting tourism demand in Goa. The goal is to position the hotel as a leader in hospitality technology and customer service by understanding customer preferences and addressing current challenges in the industry.
According to the World Travel & Tourism Council, the Travel and Tourism industry is currently among the largest and fastest-growing industries worldwide, forecasted to support 328 million jobs, or 10% of the workforce, by 2022.
Emerging markets - including the Middle East, Africa, Asia and the Pacific – are the new tourist destinations that are increasingly drawing crowds.
According to the World Travel & Tourism Council, the Travel and Tourism industry is currently among the largest and fastest-growing industries worldwide, forecasted to support 328 million jobs, or 10% of the workforce, by 2022.
Emerging markets - including the Middle East, Africa, Asia and the Pacific – are the new tourist destinations that are increasingly drawing crowds.
Functions Areas of Front Office. (Front of the House and Back of the House Activities)
Different Sections & Layouts of front office and their importance
Co- ordination of front office with other departments
Equipments used in Front office.
Training at Habtoor Grand Hotel Beirut - My reportJessica Jabr
I prepared this report after my training assignment by AUL university. It is a management and front office training for the whole operation and guest experience.
Functions Areas of Front Office. (Front of the House and Back of the House Activities)
Different Sections & Layouts of front office and their importance
Co- ordination of front office with other departments
Equipments used in Front office.
Training at Habtoor Grand Hotel Beirut - My reportJessica Jabr
I prepared this report after my training assignment by AUL university. It is a management and front office training for the whole operation and guest experience.
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The slide is designed to be used by students who are starting to learn in an educational Institute.
It deals with Front Office Operations & Management.
I am Ashfaq Sheikh, currently based in UAE, and would like to apply for the above position for your kind consideration.
I have been a hotelier throughout my career spanning over 26 years since 1995. Worked my way up to the position of General Manager of 3 / 4 Star hotels in Sharjah, U.A.E. As you may understand from my CV, my last two positions were in the senior managerial level of two different properties. My last employment with Citymax Hotel at Sharjah was in the capacity of General Manager, reporting directly to the CEO of Landmark Group of Hotels. I have also been working closely with the individual group heads at the corporate office in liaison with the CEO and COO of the group for policy planning and implementation of the group policies within the individual hotels. Due to the Covid-19 pandemic which brought devastation to the entire hotel industry throughout the world, I had to end my association with the Landmark Group in June 2020. After taking a small break in India to spend time with my family there, I am now back in U.A.E. looking for a break to start my career again.
As you may note from my detailed CV, I have an impeccable and proven record as a senior hotelier with many achievements to my credit. I have always accepted challenges and tough targets thrown at me with hard work, dedication and with a positive attitude, which has always yielded good results. Just to quote an example, in my last employment, I was given a challenge to run the Sharjah City Max Hotel which was making heavy losses and was on the verge of closure by the then CEO Mr. Russel Sharp. Within the span of a few months, leading from the front and guiding a highly motivated team collectively we turned the hotel into a profitable venture which earned a lot of praise and goodwill from the owners.
Sir, If I am given an opportunity, I can assure you that I shall do my utmost to deliver the expected results both financially as well as qualitatively to elevate the standards of the property.
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https://nidmindia.com/
2. HOSPITALITY SECTOR IN INDIA
Supply
India has an estimated 1,70,000 hotel rooms. Even with the expected
addition of another 60,000 hotel rooms over the next 3-5 years, the industry
is expected to fall short of meeting the long term demands of an economy
growing at 7-9% p.a.
Demand
Largely depends on business travellers but tourist traffic is also on the rise.
Also, there is seen an increasing demand for medical tourism. Demand
normally spurts in the peak season between November and March.
Barriers to Entry
Economic risks, high capital costs, competition in the industry, poor
infrastructure facilities and scarcity of land.
Bargaining Power of Suppliers
Limited due to higher competition, especially in metros.
Bargaining Power of Customers
Higher in metros due to increasing room supply.
Competition
Intense in metros, slowly picking up in tier-2 and tier-3 cities. Competition
has picked up due to the entry of foreign hotel chains.
3. NEED FOR NEW SERVICE OFFERING
• Travellers demanding innovative alternatives because they
are constantly bombarded with run-of-the-mill service
offerings.
• Hospitality industry is still facing various challenges like Poor
understanding of guest’s habits, dropped guest requests,
traditional way of communication, outdated rooms etc.
• Hospitality market is flooded by many similar & easily
substitutable service offerings. So, we can attempt to face this
challenge by offering new and innovative features for
customers.
• The hospitality industry is rapidly changing due to
accelerations in information technology. So, we can make
proactive changes which focus even more intensely on
customer preferences, quality, and technological interfaces.
• Travelers instead of showing brand loyalty, are choosing to
patronize hotels that offer the best value proposition under
existing budgetary constraints. We can face that challenge by
understands customers’ preferences.
4. Service Industry: Hospitality Industry
Service: 4 Star Hotel
Hotel Name: Belmont Hearne Hotel
Positioning of “Belmont Hearne Hotel”:
“Future of Travel”
Something happens when you stay at a Belmont Hearne
Hotel. We're here to make your stay as comfortable and
augmented as possible, right from the start. Maybe it's all the
little things we do to show we care, from thoughtful touches
and friendly service to our warm chocolate chip cookie
welcome.
Targeting: Our target customers would be middle class and
upper middle class people.
Type of Rooms in Hotel:
Junior Suite, Suite, Premium, Superior
DESIGNING OF A NEW SERVICE
5. Innovation in “Belmont Hearne Hotel”:
•We are going to provide Wearable Tech band for our guests to
unlock their room (Key Less Entry). It will benefit us in 2 ways:
work as a word of mouth for us and collect the data and other
statistics of guests. It would be helpful for our guests’ also
because they now need not to take care of their keys, can order
anything easily, can access to other staffs like maintenance &
housekeeping easily.
•We will install 2 tablets outside the hotel and 3 at the reception
so that guests’ would be able to check the availability of rooms
without waiting in a line. They could also be able to pay through
that and could be able to see the 360 degree virtual view of
rooms without even entering.
•We will start an online portal called Belmont Portal which would
be an internal communication hub and knowledge base for
everything that Belmont Hearne hotel comprises, represent
practices and offers to all the employees. It will be a virtual
space for sharing and dissemination of information.
DESIGNING OF A NEW SERVICE
6. Other Facilities at “Belmont Hearne Hotel”:
•Reception opened 24 hours, multilingual staff
•Valet parking
•Concierge, page boy
•Spacious reception hall with several seats and beverage
service
•Personalized greeting for each guest with fresh flowers or a
present in the room
•Minibar and food and beverage offer via room service during 24
hours
•Personal care products in flacons
•Wi-Fi facility, HD LCD TV
•Safe in the room
•Soundproof Windows
•Ironing service (return within 1 hour), shoe polish service
•Turndown service in the evening
DESIGNING OF A NEW SERVICE
7. A number of sites are available in India for a hotel positioned like us but
we have has narrowed the choice to five locations: Mumbai, Goa,
Jaipur, Delhi, and Bangalore.
LOCATION FACTOR RATING
Location Factor Rating Weight Hotel Location Scores (0 to 100)
Mumbai Goa Jaipur Delhi Bangalore
Annual tourist population 0.4 70 90 70 65 60
Cost 0.2 75 80 55 60 70
Road proximity to best
tourist destinations 0.15 65 85 60 70 60
Quality of tourist destinations 0.05 70 85 75 60 55
Infrastructure 0.05 80 70 65 85 65
Shopping and restaurants 0.05 65 70 75 90 70
Crowdedness 0.05 45 55 75 40 45
Other attractions 0.05 75 85 90 80 60
8. So, Site 2 (Goa) has the highest Location Factor Rating compared with
the other locations. However, this evaluation would have to be used
with other analysis.
LOCATION FACTOR RATING
Location Factor Rating Weighted Score for the Location of Hotel
Mumbai Goa Jaipur Delhi Bangalore
Annual tourist population 28 36 28 26 24
Cost 15 16 11 12 14
Road proximity to best tourist
destinations 9.75 12.75 9 10.5 9
Quality of tourist destinations 3.5 4.25 3.75 3 2.75
Infrastructure 4 3.5 3.25 4.25 3.25
Shopping and restaurants 3.25 3.5 3.75 4.5 3.5
Crowdedness 2.25 2.75 3.75 2 2.25
Other attractions 3.75 4.25 4.5 4 3
Total Score 69.5 83 67 66.25 61.75
11. FUNDING MECHANISM
Cost incurred in Innovation:
•Wearable Tech band and gate unlocking sensor would cost
us approx. 3000 for one band and one unlocking sensor.
There would be a total cost of (66 rooms*3000)=
Rs.1,98,000.
•We will take Tablet Booking Devices on rent first from Teem
Event Board. It would cost us Rs.4000/ month for one device
including all the required software's. Total cost incurred on
these would be 5 tablets*4000= Rs.20000/month.
•The online portal that we are required for our employees
would not cost us more Rs.6000-8000/ month.
12. FUNDING MECHANISM
So, total initial cost for us would be Rs.2,25,000 and
then monthly cost would be around Rs.28000.
According to our analyzation, these costs will not take
much time to recover as:
•These technologies would act as a worth of mouth
for us (probably become a trend).
•Save our employees effort so that they would be
able to focus more on delivering values to our
guests’.
•After analysing the data we could be able to find
some trends in guests’ behaviour and that would help
us in finding opportunities or loopholes in our service
delivery.
13. EMPLOYEE MANAGEMENT SYSTEM
We have categorised all our human resources into 4 departments:
FRONT OFFICE
•The staff of this department is very visible to the guests and directly
interacts with the customers when they first arrive at the hotel.
•The basic responsibilities of front office employees involve Creating
guest database, Handling guest accounts, Coordinating guest service,
handling in-house communication.
•Candidates for this role with a hotel management degree and
exceptional oral and written communication skills will be selected
through strict rounds of aptitude tests and personal interviews.
HOUSEKEEPING
•Housekeeping is an operational department in the hotel, which is
responsible for cleanliness, maintenance, aesthetic upkeep of rooms,
public area, back area and surroundings.
•The effort that a housekeeping department has a direct bearing on the
guest’s experience in a hotel.
•Housekeeping is a 24 x 7 x 365 operation.
•We are selecting candidates who have diploma in housekeeping
operations and are hardworking candidates.
14. EMPLOYEE MANAGEMENT SYSTEM
FOOD AND BEVERAGE SERVICE
•The food and beverage service department is an integral place in any
hotel which is responsible for the systematic and the actual service of
food and beverage to the customers.
•The staffing pattern of this department is basically divided into two
parts: the service staffs and the kitchen staffs.
•Kitchen staff basically involves people who are into food preparation
i.e. Chefs. For these roles professional chefs are recruited so that taste
and quality of food is not compromised.
•Service staff involves people who bring the food and beverages
services to the customers. Apart from a professional degree, the
candidate must possess excellent communication, listening and
teamwork skills. Such candidates will be selected.
BACK OFFICE & OTHERS
•Employees who are involved with promoting the hotel come under this
department.
•Candidates who have a degree in Sales and Marketing and those who
possess effective communication and creative skills will be selected
through interviews and aptitude tests.
15. EMPLOYEE MANAGEMENT SYSTEM
EMPLOYEE ENGAGEMENT PROGRAM
•In hospitality, employees are the most important asset for
any business and therefore, we will train our employees
on regular basis so that they will learn that how to deal
with the various customers and will be aware of all
moment of truth.
•We will also train them to learn interpersonal skills.
•Yearly performance appraisal system will be incorporated
but briefing will be given to employees on daily basis, so
that they can upgrade themselves regularly.
•We will start an online portal called Belmont Portal which
would be an internal communication hub and knowledge
base for everything that Belmont Hearne hotel comprises,
represents practices and offers to all the employees.
16. CUSTOMER MANAGEMENT SYSTEM
• Understanding of customers as well as customer behaviour
is the key success factor in marketplace for any business.
• We have positioned our Hotel as the customer driven
hospitality provider and our target customers would be
middle class and upper middle class people.
• We have chosen this segment because there are still many
flaws in service delivery in hospitality and many hotels are
not able to deliver the values.
• We will determine guests’ preferences through primary
research, secondary research and feedback which can help
us in anticipating guest's common needs.
• We also need a CRM software system as economies and
information technology infrastructures are progressing at
breakneck speed and a whole range of opportunities are
opening up for the hotel industry in terms of how connections
can be established.
17. CUSTOMER MANAGEMENT SYSTEM
We are segmenting the moment of truths in 2 parts:
•The internet is the new big thing in today’s world so
we have decided to make a clean and positive image
over the internet (Social Media, Travel Guides,
Review Sites, and our Website etc.) like on
Facebook, TripAdvisor, Yatra.com, and
MakeMyTrip.com etc. and they will act as the first
moment of truth for our customers.
•The second moment of truth is when the guest
arrives in the hotel and during their entire stay. We
will take care of only one thing and that is to deliver
what we have communicated. This would give us an
edge over all other hotels in our segment.
18. CUSTOMER MANAGEMENT SYSTEM
Forecasting of the success of the hospitality industry
in Goa using historical data:
•The total domestic tourist estimated was 18.99 L,
foreign tourists 3.48 L, and total tourists 22.47L
•The number of domestic tourists and foreign tourists
checked in accommodation units were 18,68,294 and
3,48,370 respectively.
•Number of bed nights spent by domestic tourists
was 77,69,396 while foreign tourist’s bed nights spent
was 15,48,370.
•Total AC rooms highest is in three stars followed by
four and above stars (3/4 Star to 5 star ratio is 3:1).
•Tourist’s major item of expenditure was ~30.4%
(Rs.450 crores) was on accommodation service.
19. CUSTOMER MANAGEMENT SYSTEM
Tourists Visits are maximum in the
month of November and
December.
The correlation between Domestic
and Foreign Tourists is very high
(closer to 1). We have found the
correlation between them using
CORREL function which returns
the correlation coefficient between
two data sets.
Correlation = 0.935028
So, our service would be attractive
for both domestic and
international tourists because of
the quality of our service delivery
and innovation in hospitality.
Month
Avg. Tourist
Visits in Goa
(2016)
January 358622
February 292737
March 334424
April 310508
May 297277
June 203659
July 97475
August 260036
September 282339
October 327762
November 391979
December 442133
20. CUSTOMER MANAGEMENT SYSTEM
We have used FORECAST function of excel to anticipate the number of
tourist in the coming years (2017 & 2018). FORECAST function
calculates a future value along a linear trend by using historic values.
So, it is forecasted that the tourist industry will increase in Goa such
that there is a need of more hotels in Goa to meetup the demand.
Number of Tourists
Year Domestic Foreign Total
2010 9,76,804 2,91,709 12,68,513
2011 13,25,296 2,71,645 15,96,941
2012 21,27,063 3,25,677 24,52,740
2013 22,67,098 3,76,455 26,43,553
2014 22,05,002 4,56,773 26,61,775
2015 23,37,499 4,27,890 27,65,389
2016 28,89,444 4,93,894 33,83,338
2017 31,38,353 5,27,741 36,66,094
2018 34,18,362 5,65,246 39,83,608
21. REFERENCES
• INNOVATION SERVICE DESIGN IN TOURISM AND HOSPITALITY
OPERATIONS by Budsakayt Intarapasa and Thayuth Thongpan
• Customers’ Ethical Behaviour towards Hotels by Professor, Department of
Marketing, TEI of Thessaloniki
• Operations Management by Albert Porter
• Operations Management by Russell & Taylor
• Service design in hotels by Meryem Akoğlan Kozak and Dilek Acar Gürel
• Service Design and Operations Strategy Formulation in Multicultural Markets
by Madeline E. Pullman
• Service Innovation and Customer Choices in the Hospitality Industry by Liana
Victorino
• incredibleindia.org
• www.tourism-of-india.com
• Ministry of tourism India
• http://crmsolutions.crmnext.com
• http://www.managementstudyguide.com
• https://www.equitymaster.com/research-it/sector-info/hotels/Hotels-Sector-
Analysis-Report.asp
• Collection of Domestic Tourism Statistics for the State of Goa
• A Study on Growth of Hotel Industry in Goa