2207472

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Al-Sirat Degree College *

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4410

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Management

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Nov 24, 2024

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docx

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RUNNING HEAD: BMIH4003 Name of the student Name of the university Authors note

Executive summary The report firstly discussed about the various standards that the hotels generally follow to make their brand successful. The purpose of the brand consistency has been discussed along with the kinds of standards that hotels generally maintain. The report then discussed about the different ways the hotels maintain their reputations effectively to make their business sustainable. The importance of the guest review management has also been discussed in this report. Further the report discussed about the impact of negative reviews that might impact on the business of the hotels. The report finally stated about the service culture and importance of it in the hotel industry. The report then lastly ended by providing recommendations of ways by which the companies can minimize various risks. BMIH4003 1

Table of Contents Introduction ............................................................................................................................... 3 Hotel standards ........................................................................................................................ 4 The purpose of the brand consistency standards .......................................................... 4 Kind of standards in every hotel ........................................................................................ 4 Reputation management ........................................................................................................ 5 Ways hotels can manage their reputations effectively .................................................. 5 Importance of effective guest review management ....................................................... 5 Impact of negative reviews in hotels ................................................................................ 6 Service culture ......................................................................................................................... 6 Definition of service culture ................................................................................................ 6 Ways service culture is different from corporate culture ............................................... 6 Importance of service culture in the hotel industry ......................................................... 7 Conclusion ................................................................................................................................ 8 Recommendations .................................................................................................................. 9 References ............................................................................................................................. 10 BMIH4003 2

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Introduction The aim of this report is to discuss about the service culture that the hotels provide to their customers. The report further aimed to understand the various standards that the hotels need to maintain while doing their business in a good way. The purpose of the report is to clarify the impact of reputation management in the hotel industry. The report is provided with various recommendations based on which the hotel industry can improve in the future. BMIH4003 3

Hotel standards The purpose of the brand consistency standards The purpose of hotel business uniformity rules is to give visitors with a uniform and seamless encounter across all establishments under a chain or franchise. These guidelines cover a wide range of themes, including brand design, assistance criteria, and overall user experience. Customers can more easily recognise and recognise a hotel firm or brand when the branding is consistent. When guests have a positive experience at one vacation spot, they are more likely to make a return with an identical brand afterwards. Consistent branding builds visitor trust and loyalty, leading in repeat business ( Fecker, Nadegger and Haselwanter 2023 ). In an increasingly aggressive climate, hotels must differentiate themselves from opponents. Brand consistency aids in the establishment of an individual style for a lodging provider or organisation. Accor Hotels, for example, frequently produce thorough corporate rules or style documents that describe all visual and linguistic parts of their brand. These rules serve as an example for workers, partners, and advertisers to guarantee that the brand is consistently executed across all channels ( Rehman et al. 2023 ). Kind of standards in every hotel The goal of lodging company uniformity regulations is to provide consumers with a consistent and seamless experience across all businesses affiliated with a chain or licencing ( Jacob 2023 ). These rules address a variety of topics, such as brand design, help criteria, and the whole user experience. Whenever a hotel company or brand's marketing remains uniform, customers may more quickly know and recognise it. When customers have a pleasant experience at one holiday site, they are more inclined to visit again with the same brand the next time ( Högberg et al. 2023 ). Consistent branding fosters visitor confidence and commitment, resulting in repeat business. Hotels must separate themselves from competitors in an increasingly competitive environment. Brand consistency contributes to the development of a unique style for a hotel provider or business ( Vasić and Petrović 2023 ). Employees at Marriott, for example, are obligated to exemplify the company's principles as well as its culture. Knowing about and advocating for the particular BMIH4003 4

corporation for which they work, subscribing to their company standards, and continuously deliver on the business's promise are all part of this. Reputation management Ways hotels can manage their reputations effectively It is critical to manage a hotel's reputation in order to lure and keep clients. One of the fastest ways to develop a great reputation is to provide excellent customer service. Training for employees to be courteous, attentive, and sensitive to visitor needs. Encourage them to go above and above to surpass expectations, as well as monitoring online review sites and reply quickly to either favourable or adverse remarks ( Mehta, Kumar and Ramkumar 2023 ). Hotels express thanks for favourable feedback and respond professionally and compassion to negative remarks, demonstrating that they respect guest input and are dedicated to resolving difficulties ( Alhammadi and Alshuride 2023 ). Hotels maintain open lines of contact with their visitors. On their websites and booking systems, the hotels present complete details about their hotel, facilities, policies, and price. Transparency fosters trust and aids in the management of visitor expectations. Marriott operates in accordance with a set of fundamental values that influence its operations and relationships with stakeholders ( Jamshed, Shah and Jamshaid 2023 ). Truthfulness, putting persons first, striving excellence, embracing evolve, and serving the globe are among these principles. Marriott hopes to develop a favourable reputation and credibility among its customers by sticking to these principles. Importance of effective guest review management Effective guest assessment management is critical for firms in a variety of industries, especially those in the greeting guests, travel, and service markets ( Wegscheider 2023 ). Guest evaluations have a huge impact on a company's reputation. Positive reviews may boost the image of company and bring in more clients, whilst bad reviews might have a detrimental impact. Comprehensive review management makes it possible stay on top and reply to guest input quickly, allowing you to retain a strong reputation and handle any customer complaints or difficulties ( Vasić and Petrović 2023 ). Just demonstrate a commitment to client pleasure by proactively handling visitor reviews. Commenting to feedback, both favourable and bad, BMIH4003 5

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demonstrates the way they respect people's feedback and are eager to address their problems. This promotes trust, increases consumer loyalty, and stimulates patronage. Accor hotels, for example, may address negative criticism, highlight positive experiences, while maintaining a strong online presence by actively monitoring guest reviews. Impact of negative reviews in hotels Negative reviews may have a big influence on an accommodation. Review websites play an important role in moulding customer impressions and guiding how they make choices in the modern digital world. Negative reviews can have a negative impact on the hotel's credibility and image as a whole. Potential customers frequently rely on internet reviews to determine a hotel's quality and dependability ( Laohavichien and Fredendall 2023 ). A succession of bad reviews might establish a poor image of the lodging establishment, making it harder to attract new guests. Reviews that are unfavourable can have a direct effect on a hotel's booked conversions. Potential visitors who encounter poor reviews may select for alternate lodging choices, resulting in missed reservations and money. Service culture Definition of service culture In the hotel sector, customer service culture pertains to the ideals, attitudes, and behaviours that hotel employees collectively adopt and practise in order to constantly offer great service to clients ( Singh, Arora and Choudhry 2023 ). It entails building an environment in which providing exceptional customer support is the number one goal and becomes an essential component of the hotel's brand. The hotel's functions are centred on the requirements and taste buds of its tourists. The crew has been taught to plan for and surpass the expectations of guests, assuring them comfort, contentment, and commitment ( Fu 2023 ). Hotels with a good service orientation are proactive in responding to guest problems and resolving difficulties as soon as possible. They employ well-defined protocols for service recovery, allowing employees to resolve issues and transform negative emotions into enjoyable ones, so increasing visitor loyalty. BMIH4003 6

Ways service culture is different from corporate culture Service culture and the culture of corporations are ideas that are connected yet have unique characteristics. While corporate culture comprises an organization's general values, beliefs, conventions, and behaviours, service culture focuses primarily on dealing with clients and the consumer experience ( Shay 2023 ). Corporate culture pervades the whole organisation and impacts how workers interact with one another, make selections, and carry out their daily tasks. It represents the company's general goal, vision, and ethics. Service cultural backgrounds, on the reverse hand, is more specifically focused on building a customer-centric atmosphere and providing outstanding service to outside consumers or visitors. Importance of service culture in the hotel industry Guest pleasure is intimately related to service culture. Hotels that prioritise providing a great and memorable moment to their customers have higher levels of happiness and retention ( Rassal, Correia and Serra 2023 ). Travellers are more inclined to make another visit to a business that continuously surpasses the level of its service requirements. A strong attitude towards service may be a crucial distinction in an extremely competitive field like leisure. Hotels that prioritise great customer service differentiate themselves from competition, attract more customers, and obtain a competitive advantage ( Nguyen et al. 2023 ). Positive word-of-mouth and internet reviews from happy guests also help the hotel's standing and market placement. Hilton Hotels is proud of itself as a major worldwide hospitality brand recognised for providing exceptional service. Sustaining the same service culture through all properties strengthens the brand's identity and fosters confidence among visitors, resulting in greater loyalty and strong referrals from friends and family. BMIH4003 7

Conclusion From the above report it can be concluded that the hotels need to maintain various level of standards to sustain in the competitive business market. to maintain the hotel standards various hotels have taken various steps. This is because with the rise of the standards, the hotels can attract more new employees. The report also concluded that the service is very important in the hotel industry. This is because with the right service the hotels can satisfy their existing customers. Lastly the report concluded that the reputation of the hotel is important for the business to earn more profits. Big brands such as Accor, Marriot and Hilton have a good global reputation and therefore they are successfully running their business worldwide. BMIH4003 8

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Recommendations The hotel sector is very competitive, with fresh establishments and alternative lodgings entering onto the scene on a regular basis. Hotels must distinguish themselves with one-of-a-kind experiences, outstanding service, and focused marketing methods. Guest perceptions are rapidly changing. To create unique experiences and fulfil changing needs, hotels must keep up with growing trends, technological improvements, and guest expectations. Finding and retaining qualified employees may be difficult for hotels. To recruit and keep outstanding employees, invest in personnel education and advancement programmes, give competitive salary packages, and foster a happy work environment. BMIH4003 9

References Alhammadi, S.M.K. and Alshurideh, M.T., 2023. Factors Affecting Customers’ Happiness: A Systematic Review in the Service Industries. In International Conference on Advanced Intelligent Systems and Informatics (pp. 510-526). Springer, Cham. Fecker, D., Nadegger, M. and Haselwanter, S., 2023. Physically Apart, Emotionally Close: How Family-Run Hotels Used Instagram During the COVID-19 Pandemic– Social Media Crisis Communication During the COVID-19 Pandemic. In Research Anthology on Managing Crisis and Risk Communications (pp. 557-585). IGI Global. Fu, L., 2023. COVID-19 Impacts on and Responses of the Hotel Industry. Journal of Education, Humanities and Social Sciences , 7 , pp.320-323. Högberg, K., Wihlborg, E., Snis, U. and Svensson, L., 2023. The Analogue Disruption of Digitalization–The Local Bases of the Hospitality Industry in a Global Economy. Jacob, M., 2023. Lantronix PoE++ Switch Helps Power Hotel Marcel Net-Zero Energy Hotel–Global Security Mag Online. Jamshed, K.A., Shah, S.H.A. and Jamshaid, S., 2023. Social Innovation and Environment: An Overview of the Tourism and Hospitality Industry of Europe. Frugal Innovation and Social Transitions in the Digital Era , pp.144-156. Laohavichien, T. and Fredendall, L.D., 2023. Sustainable Inventory Management in Hotels. In Handbook of Research on Sustainable Tourism and Hotel Operations in Global Hypercompetition (pp. 255-276). IGI Global. Mehta, M.P., Kumar, G. and Ramkumar, M., 2023. Customer expectations in the hotel industry during the COVID-19 pandemic: a global perspective using sentiment analysis. Tourism Recreation Research , 48 (1), pp.110-127. Nguyen, L.T.M., Le, D., Vu, K.T. and Tran, T.K., 2023. The role of capital structure management in maintaining the financial stability of hotel firms during the pandemic —A global investigation. International Journal of Hospitality Management , 109 , p.103366. BMIH4003 10

Rassal, C., Correia, A. and Serra, F., 2023. Understanding Online Reviews in All- Inclusive Hotels Servicescape: A Fuzzy Set Approach. Journal of Quality Assurance in Hospitality & Tourism , pp.1-28. Rehman, S.U., Elrehail, H., Alshwayat, D., Ibrahim, B. and Alami, R., 2023. Linking hotel environmental management initiatives and sustainable hotel performance through employees’ eco-friendly behaviour and environmental strategies: a moderated-mediated model. European Business Review , (ahead-of-print). Shay, R., 2023. 8 Cross-Cultural Understanding of the Global Multicultural Tourism Workforce: The Case of Israel (Eilat) and Jordan (Aqaba). Planning and Development , p.111. Singh, P., Arora, L. and Choudhry, A., 2023. Consumer Behavior in the Service Industry: An Integrative Literature Review and Research Agenda. Sustainability , 15 (1), p.250. Vasić, Ž. and Petrović, P., 2023. THE ROLE AND IMPORTANCE OF EMPLOYEE PERFORMANCE ASSESSMENT FOR THE SUCCESS OF HOTELS IN BELGRADE. TEME , pp.1051-1070. Wegscheider, K., 2023. Challenges and opportunities in headquarter-subsidiary relationships for Sales Teams in a hotel chain/submitted by Katharina Wegscheider. BMIH4003 11

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