Hospitality Management Structure

Running head: HOSPITALITY MANAGEMENT
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Student Name Yabom funna
Student ID P1004157
Assessor Name Swati Dabas
Qualification Title HND Hospitality Management
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SDM (September 19 Term)
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1.3 ☐
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2.2 ☐
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PART 1
A
The selected hotel from the hospitality industry in the region of the United Kingdom
is Courtyard London by Marriott. And the product chosen is the different kinds of rooms
that are offered by the hotel property. There are 85 rooms that are present and located in the 5
floors of the property (Marriott International 2019). There are guest rooms and rooms but the
chosen room, which will be discussed here, is the larger guest room. The basic features that
are provided to the guests who stay in this room includes in-room whirlpool tub, which is a
unique feature that are provided to the guests. Apart from this, another features that are
provided to mini-refrigerators, microwaves and high-speed internet access. Apart from this,
state-of-the-art technology is used to decorate this rooms, which is the most expensive rooms
among all kind of room that are provided to guests by Courtyard London. Connecting rooms
are also available for some rooms, which adds value to the services provided by this hotel to
their guests. These are the major or key components of the larger guest room. The four key
components of the room are in-room whirlpool tub, mini-refrigerators, microwaves and state-
of-the-art technology.
The above-mentioned components of the room helps in attracting the special guests or
people of esteemed profile to stay in this room and enjoy the services or benefits that are
provided by the employees of Courtyard London. Guests with esteemed profile are attracted
with the services provided by the employees of this hotel associated with this components

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and they often the interior décor according to the tastes and likings of the guests who are
coming to stay in this hotel (Ladkin and Buhalis 2016). As this are the most expensive room
in the hotel, it addresses a healthy amount in the overall revenue earning of the hotel
according to the amount of booking of this particular room in a month and number of days
staying there. More number of stays and bookings will automatically add in the sales amount
which will, in turn, the profit earning of Courtyard London.
The best market segment for availing this kind of room will be the top businessmen,
who have to visit London along with its neighboring places. It has been seen from various
sources that many high profile businesspersons prefer to stay in this hotel to carry on their
business meeting and deals. Therefore, it can be said that this room can be highlighted by the
hotel management to target this businessmen. It will add value to the services provided by the
hotel and the businessmen who will stay in this room and will also refer other people of their
classes and profile to stay there. Apart from this, business meetings can also be arranged
where more number of rooms would get booked of different categories by the
businesspersons who will hold meetings and conferences in Courtyard London premises,
which will add value as well as help the management to earn more revenue from providing
this kind of services (Kao, Tsaur and Wu 2016).
Hence, one of the major key components is the luxury rooms produced by Courtyard
London. As the organization segmented its products based on the classes and economic
categories of consumers. Thereby, the sales of large luxury rooms will have high demands
because the businessperson due to their business agenda is most likely to book larger luxury
rooms. If the organization has specific segment of such larger and luxury rooms, sales margin
is going to climb up.

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Part 2
D
Buyer behavior can be termed as the study or approach towards the selection of a
particular product or service along with the analyzing of it. It involves the decision making
processes that are performed by the people towards acquiring or selecting a particular product
or service out of all the possible alternatives of those product or service that are available in
the market. In the context of Courtyard London, the buyer behavior involves the kind of
rooms that are provided by the hotel management or kind of foods and drinks that are
provided to the people who come to stay there or visit just for casual dine in (Yeung, Brookes
and Altinay 2016). The two factors that influence the behavior of the customers in Courtyard
London can be classified as follows:
1. Personal Factors – It is one of the most important factors that influences the
behavior of the customers to avail the products and the services provided by
Courtyard London. The income level will be the first which will be regarded
under this factor. Apart from the income level, the type of occupation also affects
the buying or purchasing behavior of the customers in the overall hospitality
sector (Song, Chung and Koo 2015).
2. Social Factors – Another important factor that influence the buyer behavior in
hospitality industry is the social factors, which includes roles and status of the
people who wants to avail the products and the services that are provided by the
hotel of Courtyard London. Mainly the people who possess a rich lifestyle and
lives in the upper or elite class of the society will prefer to stay there, though the
casual dine in options can be availed by middle class people also. Family and
references also comes under this segment, where word of mouth and status of the

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family also affects the buyer behavior of the customers (Yeung, Brookes and
Altinay 2016).
E
It can be noted that internal merchandising are used to increase the profit earning in
the hospitality sector along with proper and fast utilization of the market opportunities that
are available in the market where they are operating their business. Following list will
provide the list
Courtyard London
INTERNAL MERCHANDISING
MATERIALS LIST
EVALUATION & RECOMMENDATIONS
Guest directories This will provide in cross-selling of the different
products and services that are provide by this hotel
and can be maintained by keeping contacts with
most of the guests, mainly the guests with esteemed
profile, which will add value to the hotel.
Table Gent Cards They provide proper identification and need to be
written in proper language, font band colour so that
it can be easily understood by the guests
Menu List It will provide the wide range of delicacies that are
served by this hotel and need to be made innovative
which will help to attract the attention of the people
easily and efficiently

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F
External merchandising can be termed as the procedures through which the products
are promoted in the market in order to attract the attention of most of the customers to avail
the products and services that are provided by Courtyard London, which are given as follows:
Courtyard London
EXTERNAL MERCHANDISING
MATERIALS LIST
INFLUENCE ON CUSTOMER
TURNOVER & RECOMMENDATIONS
Interior Decoration It helps to attract the attention of the
customers to avail their services and need to
be changed at regular intervals so that unique
identity will be maintained by this hotel
Restaurant Decor It helps to avail repeated customers in the
restaurants that are present in this hotel and
innovative designs need to be followed to
attract the people
Innovative Designs and Architectures
in Lobby
This will help to impress the guests on their
very first arrival, and need to be maintained
with unique ideas along with following the
type of architecture that are followed in the
city of London along with the region of
England

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Part 3
G
The most appropriate advertising media that will be selected for each of the selected
products to maximize sales are described as follows:
Product or Service Name Event Rooms Dine In Offers
Media Suggestion The event rooms along with
the facilities that are provided
by booking of these rooms,
like holding wedding
ceremonies and receptions,
seminars, business meets and
other services. The
appropriate social media will
be the social media platforms
of the hotel, where different
people will be able to follow
the social media pages and
can view the different offers
and facilities that will be
provided by the management
of the hotel of courtyard
London. It will help to
circulate the news through
likes, follows and shares that
Innovativeness is one of the
most important way that
need to be followed by any
kind of hospitality business.
The same need to be
followed by Courtyard
London, which should be
circulated through e-mails
and messages to the guests
who are currently staying
on the hotel along with the
regular customers who visit
the restaurants on regular
basis. They will be
contacted from the guest
directories and the lists
maintained by the restaurant
management, so that it will
help to enhance the

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are available in different
social media platforms, and in
turn, increase the chances of
earning more revenues
through more footfalls in
restaurants and other kinds of
services that are provided by
the hotel management
relationship between the
hotel management and
customers or guests. It can
be noted that maintaining
and sustaining the
relationship with the
customers affects a lot to
the organizations or
business entities who are
associated with hospitality
industry.
Justification It can be stated that most
number of people around the
world uses different kinds of
social media platforms, so it
will be the best way to attract
them and invite them to avail
their wide array of products
and services
The customers will be able
to know about the latest
offers and new innovative
delicacies in the menu list
that available in both food
and drinks. The people can
also pass on the news to
other people, who can avail
their products and services
for the very first time. This
will help to include new
people of the list of
customers or guests, which
will add value to the

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business operations that are
performed by Courtyard
London
H
The advantages of social media promotions will help to attract most number of people
as it has been stated earlier that different social media platforms are used by most percentage
of people around the world (Rosman and Stuhura 2013). But at the same time, it will miss the
section of people who do not uses any social media platforms but possess the ability to avail
the products and services provided by Courtyard London. Coming to the usage of e- mails, it
helps to offer an official announcement as well as offer to the guests who want to visit the
hotel in London. Proper documentation can be followed by sending the offers through e-
mails, while messages also will have a proper and official documentation. But, people who
do not uses smartphones will be missed from conveying the offers. Also, the messages may
not get delivered sometimes due to network problems, which will also be added as a
disadvantage for the management of Courtyard London (Schuckert, Liu and Law 2015).
Part 4
I
It has been found by researches and studies that design, layout and operational
functioning influence a lot the sales revenue. The design helps to attract people from different
parts of the world, and there are people who selects a particular hotel only through its design.
The layout also provides and allocates area for the particular services or products that are
served to the customers by the management of the hotel. Number of rooms to stay, to hold

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events, number of banquets, number of swimming pools number or the number of restaurants
along with the area specified for garage or car parking depends on the design of a hotel like
Courtyard London. The operational functioning of a hotel depends on the prompt services
that are provided through the products that are includes the rooms, swimming pool,
restaurants, lobbies and others. Efficient and effective services ensures the customer
satisfaction and helps to add the value in the services provided by the employees of the hotel
like Courtyard London as well as rise in the revenue earning of the hotel (Olsen Tvedebrink,
Fisker and Kirkegaard 2013).
Coming to the design and layout of Courtyard London, it offers one of the most
modern layout along with the state-of-the-art-technology that are implemented throughout the
layout of the hotel premises. There are 85 rooms and 35 suites along with 3 meeting rooms,
which are different from each other. The hotel consists of 5 floors, which includes all the
rooms mentioned along with swimming pool and restaurant, fitness and recreation area and
separate picnic area, which are very much different from each other. The rooms that are
present in all the floors also possess different décor, so that each and every guests will feel
different and will become repeated customers or guests, which will help the management of
Courtyard London to increase their revenue. The innovative design will help to attract more
people from the market and will provide a competitive advantage over the rival hotels in the
number games in the context of sales revenue (Pecotić, Bazdin and Samardžija 2014).
At last, the operational functioning depends on the quality of the services that are
provided through all kind of products and services that are provided in Courtyard London. It
starts with welcoming the guests and continues till saying them goodbye. It has been
discussed earlier that hospitality is one of the closely competed business sector, and type of
quality of service that are provided to the customers will ensure to greet them again as
repeated customers or guests. The quality of foods and drinks need to be of good quality and

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innovative ideas need to be followed and implemented at regular intervals, which will show
the effectiveness of the operational functioning of Courtyard London (Law, Buhalis and
Cobanoglu 2014).
Part 5
J
The personal selling techniques that are used in Courtyard London are performed by
the employees of the people, which is selling of the different kind of products and services
that are provided to the guests or customers who visit the hotel. These are performed on the
check-in and check-out desks along with the services that are provided in restaurants and bars
that are available inside the hotel premises. But, there can be necessary changes which can be
made through these personal selling techniques performed by the employees of Courtyard
London. One of them has already been discussed earlier, and that is the usage of social
media. Personal selling can also be made via the usage of social media platforms by the
marketing people, mainly to selected guests or customers who are regular visitors in this
hotel. Another method which can be used is providing leaflets and brochures during the time
of check-ins of the guests, which will help them to know about the different kind of services
provided by the management of this hotel (Dzhandzhugazova et al 2016).
K
Efficient sales training program is required to implement the above-mentioned
techniques into sales force. Advanced communication need to be followed by the sales people
of Courtyard London so that they can do efficient selling of the products and services in order
to attract new people from the market place towards them. Communication will help to
convey the wide array of offerings of this hotel to the end customers, which will add value to

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the hotel. Apart from this, the mobile access need to be prioritized for each and every
employee of the people who works for the organization of Courtyard London. This will help
in maintaining a communication process with each of the employees along with the
customers or guests, which will help to convey different kinds of messages like offers and
new menu in the food and drinks list by e-mails, messages and various social media
platforms. Proper training in the context of these two sections, so that efficient services can
be provided to the customers or guests who will come to stay or dine-purposes, which will be
a memorable experience (KULAR 2017).
Overload: Overtraining is one of the major problem, which may come about when
the person does not get adequate rest during the training schedule, but this should not be
confused with overload, which is a planned exposure to an increased overload.
Periodical approach: a periodical approach of training often leads to good outcome
because a single training program about staff’s skills development is most likely to fade due
to changes in work pattern.

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References
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Innovations in hospitality industry. International Journal of Environmental and Science
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Kao, C.Y., Tsaur, S.H. and Wu, T.C.E., 2016. Organizational culture on customer delight in
the hospitality industry. International Journal of Hospitality Management, 56, pp.98-108.
KULAR, N.K., 2017. CREATING MEMORABLE CONSUMER EXPERIENCES:
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