Improving Glenmore Hotel’s Services and Facilities

Running head: IMPROVING GLENMORE HOTEL’S SERVICES AND FACILTIES
Improving Glenmore Hotel’s Services and Facilities
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IMPROVING GLENMORE HOTEL’S SERVICES AND FACILITIES
Executive Summary
The prime objective of this report is to analyze the weaknesses of Glenmore Hotels, the budget
hotels chain based in Scotland. The report focuses on the problem areas of the hotels and tries to
discover the possible reasons for customer dissatisfaction. The hotel plans to expand its business
outside Scotland and hence it has to improve its customer ratings. The ratings for Glenmore have
dipped for the last three years and have gone below industry standards. The report focuses on the
steps that need to be taken for improving the hotel’s facilities and services to increase customer
ratings. After due investigation of the complaints, it has been noticed that the hotel needs
improvement in areas of cleanliness, comfort, room services and facilities, staff behavior and
food services. The report takes a chronological approach to analyze the problems and
recommend changes or improvements. It concludes with an overall summary of the problems
analyzed and steps suggested.

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IMPROVING GLENMORE HOTEL’S SERVICES AND FACILITIES
Table of Contents
Executive Summary.........................................................................................................................1
Introduction......................................................................................................................................3
Glenmore Hotels’ performance compared to other budget hotels...................................................3
Analysis Section 1...........................................................................................................................3
Analysis Section 2...........................................................................................................................4
Analysis Section 3...........................................................................................................................5
Analysis Section 4...........................................................................................................................6
Conclusion.......................................................................................................................................7
Recommendation.............................................................................................................................7
References:......................................................................................................................................9
Appendix........................................................................................................................................10

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IMPROVING GLENMORE HOTEL’S SERVICES AND FACILITIES
Introduction
Operating as a chain of budget hotels in Scotland, United Kingdom, Glenmore Hotels
plan to expand to other cities of UK. However, in the last three years, the hotels’ ratings have
dropped below industry standards owing to poor customer reviews. The chief areas of concern
are hotel cleanliness, comfort, room facilities, staff attitude and food services (Appendix A). It
has to be remembered that the hotels have great opportunity to start afresh and improve ratings
before expanding to other parts of UK.
Glenmore Hotels’ performance compared to other budget hotels
Glenmore Hotels are the three star budget hotels that have established a good reputation
within Scotland and looks to expand business across UK. In this regard, the hotel management
must consider the current positioning of all budget hotels in the UK and their own position.
According to the current positioning, Glenmore Hotels have a customer satisfaction score of
57%, which is quite below what it initially had (Appendix B). The hotel stands at the seventh
position behind other four and five starred hotels. To run a hotel or chain of hotels, customer
satisfaction has to be the top priority in the business.
Analysis Section 1
The first major concern for Glenmore is the comfort of the customers. After looking at
the fact sheet on Customer Satisfaction and Complaints, it can be seen that majority of customers
had complains regarding comfortable bed and shower in rooms. Most customers complained of
shabby rooms, dirty bath, and inadequate towels and so on. Glenmore being a budget hotel
cannot afford to install luxurious facilities but it can do better within its limit. People traveling to