Marketing Strategies for Pegasus Apart'Hotel

This document discusses the marketing strategies and customer service policies of Pegasus Apart'Hotel, a four-star hotel located in Melbourne Central District, Australia. It covers the methods used to obtain customer feedback, the external and internal environment, and a hotel accommodation survey. It also includes staff briefing templates, customer service policies and procedures, and methods for problem identification.

Running head: MARKETING 1
Marketing
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Table of Contents
Part A...................................................................................................................................3
Brief about Pegasus Apart’Hotel.....................................................................................3
Methods used to obtain information on customer feedback............................................3
External and internal environment...................................................................................4
Hotel Accommodation Survey.........................................................................................4
Summary of the feedback and recommendations............................................................5
Staff Briefing template.....................................................................................................5
Part B...................................................................................................................................6
Customer service policies and procedures.......................................................................6
Grooming Policy..........................................................................................................6
Presentation Policy......................................................................................................7
Customer Complaints Policy.......................................................................................7
Communication to staff...................................................................................................8
Communication to customers..........................................................................................8
Customer service monitoring...........................................................................................8
Part C...................................................................................................................................9
Methods for problem identification.................................................................................9
Areas for improvement....................................................................................................9
Change documentation....................................................................................................9

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Feedback........................................................................................................................10
Evaluation......................................................................................................................10
References..........................................................................................................................11
Appendix............................................................................................................................12

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Part A
Brief about Pegasus Apart’Hotel
Pegasus Apart’Hotel is a four-star hotel located in Melbourne Central District, Australia
featuring as one of the best hotels in the hospitality industry (Pegasus, 2018a). Established in
2012, Pegasus Apart’Hotel offers a wide range of modern amenities to its customers and aims at
making their stay comfortable and memorable. The hotel is set in the heart of the Melbourne city
and well-known attractions within its close proximity which makes it a suitable location for
people who want to explore the city. Pegasus is well suited for all types of travelers providing
them various options for accommodation such as two-bedroom suites, Studio Queen/Twin,
Family/Triple and a collection of family suits including theme children’s bedroom equipped with
a kitchenette, fine dining area, and an intimate living space. Along with the comfortable stays
within the hotel rooms, Pegasus provides indoor pool, a Jacuzzi, a free Wi-Fi connectivity, an
indoor gym, as well as meeting rooms for Corporate arrangements (Pegasus, 2018b).
Methods used to obtain information on customer feedback
Pegasus is perfect for students, families, professional travelers, and senior citizens as well
needing a home away from home. Since Pegasus considers guest satisfaction as top priority, it
aims at providing the guest experience promised and continuously makes innovative efforts to
boost guest satisfaction ratings. The hotel makes use of both formal and informal methods to
obtain information on customer needs, expectations and satisfaction levels. In the formal
methods, Pegasus uses Direct observation, conduct surveys, ticket management system in the
backend to track customer feedback and conversing directly with the customers to know about
their experience and stay in the hotel. The informal methods include the use of social networking

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platforms to interact in the marketplace and mining information using number of software. The
efficient use of live chat on the hotel website is a good solution to get real time feedback from
the guests. Pegasus attracts its customers by maintaining its presentation standards, grooming of
staff and providing top quality hospitality services to them.
External and internal environment
In order to improve the guest satisfaction levels, Pegasus analyzes it’s both external and
internal environments by keeping a track of its competitors and current trends which includes
catering to the millennials, catering to the needs of international visitors, and efficient use of tech
support within the hotel. It has also been analyzed that the hotel is facing an issue of shortage of
knowledgeable staff and managing its stock control procedure to improve its current
performance in the market.
Hotel Accommodation Survey
Services Strongly
Agree
Agree Normal Disagree Strongly
Disagree
My Overall experience have been
good, and I would like to
recommend this hotel to my friends
and family
Check in
My reservation process went smooth
The hotel staff was courteous and
generous
Being greeted at the entrance
Guest Room and Amenities
My room was tidy and spacious
My room had all modern amenities
The bed and beddings were
comfortable
Food and Dining
The food quality was good
The food and dining area had a good
ambience
The food was delivered on time

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Guest Staff
The guest staff was knowledgeable
and courteous
The Security staff was available
when needed
Housekeeping staff was reliable and
friendly
The Management was 24 hours
available to resolve any issue
Check Out
The Check out process was hassle
free
I received a computerized bill
Additional Comments:
Summary of the feedback and recommendations
Pegasus has been serving from the last 7 years in the hospitality industry and successfully
catering to the needs of its customers (Pegasus, 2018b). The customer feedback survey
conducted focused on understanding the perception of customers on the services provided by the
hotel. The survey displayed that the customers were moderately satisfied with the services such
as the amenities available inside the rooms and room size. Customer responses were evident that
the hotel rooms are not spacious for a family of four members and the beddings are not
comfortable enough. The house keeping staff needs to work more on their services as this can be
a point where the hotel may lose its competitive advantage. It is recommended that Pegasus to
efficiently use the room space and make it cozier for the guests. The equipment provided in the
hotel rooms must be checked and verified before the guests can use it. The house keeping staff
must be provided proper training to follow set standards of serving the guests.
Staff Briefing template
Refer to the Appendix provided.

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Part B
Customer service policies and procedures
Grooming Policy
Purpose
This policy has been established for making sure that all the employees of the hotel
properly understand about appropriate hygiene and grooming and its significance at the
workplace or while representing the company (Astuti, Ginaya & Sadguna, 2018).
Standards
The standards of proper hygiene and grooming are outlined in the policy that sets several
minimum requirements to which all the workers, employees and other staff members need to
adhere to. The policy adheres to legitimate business reasons as well as government standards
which might vary or alter depending on the workplace’s culture and industry.
Procedure
All the employees need to maintain proper hygiene and grooming habits as set in the
policy. They should have clean and combed hair, neatly trimmed facial hair. No fancy colors are
permitted. Female employees should have conservative and professional make-up (Setiawan,
Astawa, Wendri & Ruki, 2018). Hands and nails of all the employees should be clean and
manicured. Conservative jewelry can be used, and no body art or tattoos should be visible.
Monitoring
The policy and its procedures, and its adherence would be monitored by keeping a
grooming check on all the employees regularly.

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Presentation Policy
Purpose
The presentation policy has been developed for ensuring all the presentation services that
include all the light, sound and audio-visual equipment services are made available to the
customers on their demand (Lee, Au & Law, 2013).
Standards
All the employees are required to check that all the televisions, telephones, music
systems, etc. are properly running in all the rooms of the hotel.
Procedure
All the staff members need to check for the running status of televisions, telephones,
music systems, etc. in the rooms. Proper installation of these devices should be made followed
by regularly solving issues or complaints raised by the customers regarding the same.
Monitoring
The policy would be monitored by keeping a regular check on the customer issues and
complaints and resolving the same.
Customer Complaints Policy
Purpose
The primary purpose of framing the policy is to be significantly responsive to the
concerns and requirements of the potential customers and for resolving their complaints in the
earliest of time.
Standards
All the employees need to be aware of the complaint handling and lodging processes and
should understand the client complaints and resolve them in significant manner.

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Procedure
The staff members are required to firstly acknowledge the complaints of the customers,
review them thoroughly and determine what the documentations are needed for the procedure
(Assaf, Josiassen, Cvelbar & Woo, 2015). The customers should then be responded to regarding
the progress of the complaint, and finally necessary action should be taken.
Monitoring
The policy would be monitored by checking for complaints and grievances by customers
and if they are being solved properly by the employees.
Communication to staff
The most appropriate way of communicating the new customer policies and procedures
to staff in the hotel would be by the means of displaying on banners and boards inside the
workplace.
Communication to customers
The policies and procedures can be made available to the customers by making them
accessible electronically on the hotel website.
Customer service monitoring
Customer service checklist Yes No Action to be
taken
Uniform monitor 
Education and grooming 
Meet and greet 
Record keeping  Maintain all the
records systematically and

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regularly.
Part C
Methods for problem identification
During the restaurant service periods, the methods that would be used for identifying the
issues and problems in customer service are immediate feedback and survey feedback form.
Customers would be provided with survey forms for providing their valuable feedback after the
service is provided to them on their departure, either on paper or electronically. For immediate
feedback, a quick chat can be initiated with the customer right after the service.
Areas for improvement
The areas that require potential improvement are staff training and the food service. The
gaps in the customer service can be improve upon by providing better training to the staff
members and employees and improving the quality of the food served to the customers.
Change documentation
The new adjustments for the procedure of customer service would be documented and
communicated to the staff by using briefing and meeting. The general information of the meeting
would be communicated to all the employees. The meeting would be held at a meeting hall
where all the attendees would be provided with refreshments. A schedule would be prepared and
provided discussing all the things to be covered for discussion in the meeting. Finally, the
outcome or results would be recorded properly and communicated.

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Feedback
In order to get ongoing feedback from the employees and customers for improving upon
the customer service, regular updates and checking would be implemented. Trip advisor can be
used for gathering open feedback of the customers.
Evaluation
The gathered feedback from the customers as well the employees of the hotel would be
analyzed and reviewed. All the gaps that are found in the output as compared with the standards
would be bridged by making significant changes and alterations in the services.

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References
Assaf, A. G., Josiassen, A., Cvelbar, L. K., & Woo, L. (2015). The effects of customer voice on
hotel performance. International Journal of Hospitality Management, 44, 77-83.
Astuti, N. N. S., Ginaya, G., & Sadguna, I. G. A. J. (2018). A Hotel Front Desk Receptionist and
Catur Paramita Values: A Study of Implementing Local Wisdom in Hospitality Industry.
In 1st International Conference on Social Sciences (ICSS 2018). Atlantis Press.
Lee, H. A., Au, N., & Law, R. (2013). Presentation formats of policy statements on hotel
websites and privacy concerns: a multimedia learning theory perspective. Journal of
Hospitality & Tourism Research, 37(4), 470-489.
Pegasus. (2018a). Hotel Facilities. Retrieved from https://www.pegasussuites.com.au/hotel-
facilities
Pegasus. (2018b). Melbourne CBD Accommodation. Retrieved from
https://www.pegasussuites.com.au/melbourne-city-accommodation
Setiawan, I. W. A. P., Astawa, I. K., Wendri, I. G. M., & Ruki, M. (2018). MICE MARKETING
MIX ON PRIME PLAZA HOTEL SANUR. Journal of Applied Sciences in Travel and
Hospitality, 1(4), 417-424.

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Appendix
STAFF BRIEFING
MEETING INFORMATION
The meeting information will include a brief discussion on the customer service, policies and
procedures required to improve the housekeeping staff workings, the customer feedback
discussion, deciding on new ideas to include amenities in the hotel room.
PREPARATION FOR MEETING
The conference hall of the hotel will be used to conduct the staff briefing meeting.
The arrangements for refreshments will be made inside the conference hall.
AGENDA
The meeting will start with discussing the customer feedback retrieved from the customer
satisfaction form.
Employee feedback on housekeeping staff grooming, customer services, and services in the
hotel room will be the prime focus.
Employees will be asked about the improvements in customer service and additional services
that can attract more customers.
The customers will be able to book their hotel rooms directly from the newly launched mobile
application of the hotel.
The hotel rooms will be now focusing more on the concept of minimalization but with all the
necessary modern amenities available to make the rooms cozier and more spacious for the
guests.
The meeting will end will asking suggestions from the staff members to incorporate along with
the topics of discussion.
ACTION ITEMS/OUTCOMES FROM MEETING
The outcome of the meeting is setting up of a standard for the house keeping staff to
accordingly deal with the guests.
The focus on receiving customer service feedback will be strengthened.
The hotel rooms will have an improved design.