Hospitality Strategies for McQuarrie Hotel

This assignment examines strategic planning for the McQuarrie Hotel. It analyzes various customer segments like independent travelers and suggests tailored services, such as guided city tours. The assignment emphasizes a market-oriented approach, highlighting McQuarrie's focus on understanding customer needs and expectations. Additionally, it discusses the balance between fixed and variable costs within the hospitality industry.

Running head: ACCOMMODATION MANAGEMENT
Accommodation Management
Name of the Student:
Name of the University:
Author Note:

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Table of Contents
Task 1...............................................................................................................................................2
Task 2...............................................................................................................................................5
Reference List..................................................................................................................................7

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Task 1
The main aim of McQuarrie hotel should be to increase occupancy rates as well as
generate revenue in the hotel by improving their customer experience (Wood 2017). In order to
achieve this, hotel manager of McQuarrie hotel need to have proper understanding and
knowledge about needs of customer, behavior and changing preferences in which the services are
delivered so that it creates value for the customers and then stimulate their retention and loyalty
at the same time.
In this task, it is needed to discuss about new modern systems that should be
implemented by McQuarrie hotel to increase customer experience, organizational efficiency and
increase profitability for future years (Vangen and Winchester 2014). The new modern systems
that should be used by McQuarrie hotel are as follows with proper justification:
McQuarrie hotel should take advantage of modern technology to build guest profiles and
increase in customer experience, organizational efficiency and increase in revenue
generation. Modern property as well as hotel management software will help McQuarrie
hotel in looking at areas and other features and should be used by the staff members at
this hotel to track guest preferences (Pathumporn and Nakapaksin 2016).
The other new modern system that should be used by McQuarrie hotel is modern
Customer Relationship Management approach to track VIP guests. This CRM software is
one of the modern new systems that will help in tracking VIP guests. McQuarrie hotel
should have list of VIP guests that include high spenders as well as important individuals
or customers who visit hotel quite often and are loyal at the same time.

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The other new modern system that should be used by McQuarrie hotel is personalized
services throughout their guest stay. CRM software will not be able to provide
personalized services on its own (Mok, Sparks and Kadampully 2013). The staff
members at McQuarrie hotel should be instructed to take proper care about each of the
guest preferences in mind throughout their stay at this hotel. Providing personalized
services to guest help in boosting customer satisfaction as well as help these guest to stay
comfortable, special and cared all the time.
In this task, it is needed to highlight how McQuarrie hotel can earn more revenue and
make it a profitable hotel (Macquarie.com 2017). At McQuarrie hotel, the management should
offer more personalized experience. With the emergence of technology, it helps marketers to
collect useful data from their customers. By using proper information systems, new owner can
have the capability to gather contact details as well as trade performance and client service
performance and using a wide range of tools or techniques. The customers who visit at
McQuarrie hotel should be given easy access to important information through use of mobile
devices (Wood 2017).
Employees or staff members working at McQuarrie hotel are the key to optimizing
customer experience (Vangen and Winchester 2014). At first place, McQuarrie hotel need to
make sure that they have hired loyal employees or staff members at hotel who are committed to
the company as well as understand the mission statement at the same time. Here, employee
loyalty as well as satisfaction plays major role in bringing improvement in the customer
experience. Open and transparent communication should be there as it helps in building the trust
of customers as well as most of the expert are of the opinion that customer trust has significant

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impact on the overall customer experience. Staff members at McQuarrie hotel should be able to
communicate their views, opinion and thought process to the upper level management where
they can share feedback and grievances as and when needed (Pathumporn and Nakapaksin
2016).
Task 2
The customer segments selected for McQuarrie hotel will be families, leisure guests,
corporate clients and global tourists (Ingram 2013). These are four major segments where
McQuarrie hotel will be focusing on and make an effort to evaluate these sectors and provide
facilities and amenities that would meet the needs of these customer segments. For family
segment, McQuarrie hotel should aim at meeting the needs of these segments by having
amenities and facilities such as swimming pool for kids, kids club and kids entertainment
section. By providing these facilities, it is quite evident that families will love to visit this place
all over again and enjoy their stay at this hotel.
For the next segment such as leisure guests or travelers, these segments actually visit
hotels to spend quality time with their loved ones and families by taking out time from their busy
schedule. These customer segments need relaxing environment and enjoyable environment
where they can feel happy and stay content throughout their journey at McQuarrie hotel. For this
type of segment, McQuarrie hotel should be providing recreational facilities and spa services, as
these travelers are interested to relax and have fun. They should be given facilities such as pool,
spas, steam rooms and golfing facilities as this will be quite interesting for them to have in a
hotel (Ho 2017).

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For the next segment such as corporate clients or travelers, McQuarrie hotel should find
innovative ways to help these customers as they comes these places for corporate meetings.
McQuarrie hotel should prove these corporate clients free pick up facility from airport to the
hotel (Goh et al. 2017). It may happen that these corporate clients are new to the city and are
only visiting the place for corporate meetings, so it is the responsibility of McQuarrie hotel to
guide them the way and provide personalized services. These clients are too busy so waiting for
a taxi or any other public transport will hamper their time and they will late. To minimize this
issue, McQuarrie hotel should provide facilities where these clients should not worry about their
stay at McQuarrie hotel where they visit for job purpose. McQuarrie hotel should provide other
facilities such as meeting or conference room with multimedia equipment.
Global tourist is one of the segments that should be taken proper care by McQuarrie hotel
as these customer segments love to travel from one place to other so that they can explore the
world all by their own. This customer segment may come in groups or have a solo trip where
they are only interested to roam and explore the world. McQuarrie hotel should be providing
them facilities such as tourist guides who will guide them the way to explore the city with a price
(Breakey, Robinson and Brenner 2014).
It is necessary for McQuarrie hotel to plan strategies that relates about different sectors of
hospitality industry for attainment of future success (Akcinaroglu, Radziszewski and Diehl
2014). Efforts need to be made to bring improvement in the sectors for implementing holistic
approach towards presenting the viewpoint for the hospitality trade. The main aim of McQuarrie
hotel is to achieve customer satisfaction. At McQuarrie hotel, the management makes sure to
understand the needs as well as expectations of customers. Market oriented business features

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shows high percentage in fixed cost that help in managing management salaries as well as
depreciation of buildings and equipment. Cost oriented business features shows lower percentage
of fixed costs but higher percentage of variable costs like Food and Beverage costs (Baum 2016).
In consumer and market of McQuarrie hotel, they target consumer needs as well as market
potential.

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Reference List
Akcinaroglu, S., Radziszewski, E. and Diehl, P.F., 2014. The effects of rivalry on rivalry:
Accommodation and the management of threats. Foreign Policy Analysis, Vol.10, no. 1, pp.81-
100.
Baum, T. 2016. Human resource issues in international tourism. Elsevier.
Breakey, N.M., Robinson, R.N. and Brenner, M.L., 2014. Approaches in the design and delivery
of hotel/hospitality management undergraduate degree programmes within Australia. The
Routledge Handbook of Tourism and Hospitality Education, p.305.
Goh, E., Goh, E., Nguyen, S., Nguyen, S., Law, R. and Law, R., 2017. Marketing private hotel
management schools in Australia. Asia Pacific Journal of Marketing and Logistics, Vol.29, no.
4, pp.880-889.
Ho, V., 2017. Giving offense and making amends: How hotel management attempts to manage
rapport with dissatisfied customers. Journal of Pragmatics, 109, pp.1-11.
Ingram, H., 2013. Accommodation Management: Perspectives for the International Hotel
Industry. International Journal of Contemporary Hospitality Management.
Macquarie.com. 2017. Macquarie Group. [online] Available at: http://www.macquarie.com/
[Accessed 29 Nov. 2017].
Mok, C., Sparks, B. and Kadampully, J., 2013. Service quality management in hospitality,
tourism, and leisure. Routledge.

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Pathumporn, J. and Nakapaksin, S., 2016. Accommodation Management For Integrated
Sustainable Tourism Management. International Journal of Sustainable Development and
Planning, Vol.11, no. 3, pp.236-244.
Vangen, S. and Winchester, N., 2014. Managing Cultural Diversity in Collaborations: A focus
on management tensions. Public Management Review, Vol. 16, no. 5, pp.686-707.
Wood, R.C. 2017. Hotel Accommodation Management. Routledge.