Hotel guest experience.

Hotel guest experience 0
Hotel guest experience
System04116
5/12/2019

Hotel guest experience 1
Executive summary
Hotel industry is a vital part of tourism and hospitality industry. The expansion of
tourism is well inevitable bringing out the development of the professionalism in hotel industry.
Hotel industry is so closely linked with tourism and hospitality industry that is responsible for
the revenue earnings. The hotel industry in Australia in recent years has taken several steps to
develop the professionalism and travel and tourism which also benefited hotel industry in
Australia.
The Hilton and Marriott hotels cover a wider market in this industry than other lifestyle
hotels in the race. They have better services than the rest that is they have great management
customers’ services, hospitality to customers. This project is based on the secondary data as I
have collected information from journals, books and internet etc.
The objective of the research is to know the importance of professionalism and how
lifestyle hotels is differ from the traditional hotel and what strategies are made by hotels to
improve the customers experience at hotel.

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Contents
Introduction......................................................................................................................................2
Background of the hotel...................................................................................................................2
Concept and development of professionalism within the tourism, hospitality and event industry. 3
How traditional hotel is differ from lifestyle hotel..........................................................................4
Evaluation of how changing customer behavior trends are impacting customer service................4
Exploration of correlation between culture, customer experience and business experience...........6
Analyze the impact of poor customer experience............................................................................7
Assess the range of strategies..........................................................................................................8
Assess type of engagement meets the needs of the digital, social and customer............................9
Recommendation and conclusion..................................................................................................10
References......................................................................................................................................10

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Introduction
This report discusses about the hotels and the experiences of the guests. Every hotel
brands needs to focus on the tourism and hospitality of their guest and these are widely affected
by their customers. For this study, the two brands have been selected one is Marriot and another
one is Hilton from Australia which are the top brands in hotel industry in Australia. The
development of professionalism within the hospitality, tourism and event industry will be
discussed. As it is clear that professionalism is important at all levels in an industry or a company
it can advantage the hotel industry reputation, morale and success. The impacts on customer
services due to changing behavioral trends will be evaluated. The connection between culture,
experience of customer and experience of business will be explored in this report. Furthermore
the effect of poor customer experience will be analyzed along with this the range of strategies
will be assessed so that hotel can proceeds to improve their experience of the customer and
which kind of engagement meets the needs of the social, digital and customer will be assessed.
The various recommendations will also be made for the further improvements to successfully
running business in this industry.
Background of the hotel
The Marriot hotels and resort is Marriott flagship international brand of full hotel and
resort services. The headquarter of Marriott is situated in Bethesda, Maryland, United States.
They have 566 hotels in number of locations. They served areas worldwide. It is an exquisite
brand. Marriott is a group of brands that is famous for its exclusive services presented all over
the world. Their service varies from full service, designated service, and extended stay. There are
number of brands under Marriott and each with particular kind of style and custom-made to
achieve full satisfaction (Marriott, 2019).
The Hilton hotel is also one of a famous hotel in the United States. The hotel targets both
holiday travelers and business peoples. The hotels are situated in the main cities in the world
close the airports, main vacations centers and convention hubs. It controls more than 80 countries
with 2800 openings in the world (Hilton, 2019).

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Concept and development of professionalism within the tourism, hospitality and event
industry
The increase of professionalism or qualified and skilled personnel is a vital condition for
any hotel’s growth and wealth. Because of the complications arising from huge amount of work
and little job satisfaction and the ensuing high rate of turnover of staff, the international tourism
and hospitality industry has agonized from the trouble of enticing and retentive a high quality
staff. As both the high capability and know-how of service suppliers is the essential of the
hospitality and tourism industry’s success, growing academic devotion is being rewarded to the
influence of professionalism on the hospitality and tourism industry.
It is suggested that the lack of professionalism will eventually have effect on growth of
the tourism, hospitality and event industry in Australia. They upraised their concerns that the
levels of professionalism in the tour managing were not up to international standards, important
to complaints from clienteles, negative the insights of the quality and image of the journey's end,
to the long term disadvantage of the area. For the country, the requirement for guidance on the
increase of professionalism is all the more serious as other journey's end have building already in
place to support the development of fundamentals of professionalism.
Elements of lifestyle hotel:
1. Use Profession as a referent group: The associations were the unique professional
organizations and acted as managing lights in respect of emerging implicit knowledge
and standards of making across a profession. Over the time, an impact has changed from
an importance on the physical products to a focus on professional outlooks, means and
method of thinking conserved and simulated through professional links defining the
training qualification vital for association of the profession.
2. Unselfishness: it is quoted as a characteristic of the professionalism. It is one of these
morals which higher learning must help; academia must also promote the value parallel
to a high level of professionalism a much wanted characteristics within the hospitality
and tourism industry if it is sound and unbelievable. This has suggestions for the country

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pointing to improve this side of professionalism as they should confirm that the value of
the greatest staffs is advanced.
3. Confidence in self-regulation: in a tourism industry, sector essential to develop robust
professional suggestion to support the coworker control as an effect many government
organizations have played a part in adaptable many side of tourism performance.
4. Code of ethics: A forming a standard code of conduct and defining ethical and
professional conduct by tour leaders were initiated to be an effective method accepted
both by Marriott and Hilton in safeguarding the professionalism of tour leaders. Code of
conduct is reflected one of the vital methods to confirm a least level of service
professionalism for the managing profession. In Australia, Marriott and Hilton both have
their distinct code of conduct.
How traditional hotel is differ from lifestyle hotel
Lifestyle of Hilton and Marriott:
Lifestyle hotels are the subsequent generation of the traditional hotels.. The Hilton and
Marriott hotel is lifestyle hotel and an international brand in hotel industry. The lifestyle of
Hilton and Marriott is different from the traditional hotels as they are driven by the chains and
borrow better components of lifestyle such as intimate, small and modern and thrown in benefits
only a chain can provide like consistency, loyalty perks and the economies of scale. In Australia,
Hilton hotel is entered in market in a bold manner with eight identified slated projects for main
locations including New York, San Francisco, and Chicago. The brands of Hilton’s fully
embraces today are contemporary traveler and welcomes guests with their styles, attitude and
design. The Hilton’s brand clearly resonates with the young and young at heart. Canopy is the
latest addition to brand portfolio of the Hilton hotel. The lifestyle of the Marriott is focused on
the essentials of the unique and beautiful experience by designing the AC hotels. Their
continental breakfast found inspiration from Europeans. They replaced room service with te
flexibility of a fast snack or evening tapas plates. Their bartenders are right urban spirits who
will share different buzz of the city and have that all to provide. (Cetin, Et al, 2014). Moxy is the
latest addition to brand portfolio at Marriott hotel (Mogelonsky, 2019).

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Lifestyle hotel differ from traditional hotel:
The main difference to note for lifestyle hotel and traditional hotel is in design. Lifestyle
brands or hotels honed carefully to make guests feel as across their in a lifestyle hotel however
traditional hotels appeared sterilized and under welcoming. The examples of traditional brands or
hotels are Mission inn resort & club, 1000 island harbor hotel.
Evaluation of how changing customer behavior trends are impacting customer service
The varying customer behavior trends are affecting the customer services in following ways:
1. Growing utilization of technology in daily life: clients are using more and more devices
which making an increasingly complex network of connected devices. Consumers are
continuously becoming more informed and can act more efficiently. The explosion of
technology increases the demand for the customer service to provide expert technical
support. The number of channels through which tourism and hospitality industry can be
contacted will continue to increase, including contacts through consumer’s digital
assistants. These industries will also gain better, richer insights into consumer behavior
patterns illuminating customer needs and informing customer service strategy.
2. The always on mentality: community and the economy are constantly connected, creating
new communication structure and models. Customers expect tourism and hospitality
industry to be just as networked as they are and demand response times to become faster
and faster and on their channel of choice. To keep pace with these requirements and
provide consistent customer service across all relevant channels, companies need to
become comfortable with increasing technical complexity.
3. Future empowerment of customers: nowadays customers have access to more knowledge
with digital technologies and make more informed decisions than in the past. Consumer
can compare products or services in more detail than ever before, exchange experiences
online and even take an active part in product development. As a result, consumer
expects high-quality service and is increasingly less tolerance of poor service.
4. Exchange and monetization of private data: more personal information is being collected
from the growing number of devices and touchpoints between companies and customers.

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Consumers are increasingly aware of the economic value of this information and look to
be compensated for the use of their data. The rising awareness of the value of data
increases the demands on customer service as customers expect customers service
representatives to utilize it properly (Weidenfeld, Et al, 2008).
5. The rise of sharing economy: the sharing economy has shifted the focus from owing
goods to accessing them like borrowing or renting cars and appliances. The platform
economy is spurring even more new, open marketplaces and new interfaces connecting
people companies and devices are combining the physical and virtual worlds. These
changes in how consumers access services are influencing how people interact and make
deal. This changing creates a greater need for customer service.
Exploration of correlation between culture, customer experience and business experience
The customers who recently stayed at Hilton and Marriott hotel explore particular
cultures. The moments they enter into a hotel building everyone greet them that are everyone
from the front desk to an executive who just happened to be strolling by. It was the favorable
environment they would ever have the pleasure of visiting, and it made them feel warm and
valued (Walker, Et al, 2009).
Culture is all about feeling and that customer walked in with positive attitude about the
hotel and excited to be there was not a negative happenings. At some point, the hotels made a
strategic decision to take actions that would engender these feelings in them as well as every
other employee, partner or customer. The comfortable yet casual physical surroundings were
designed to feel like home, snacks and drink were offered right away to promote the sense of
hospitality and leadership had communicated the message that no one is stranger here (Kunz, Et
al, 2017).
If the comparison is made between Hilton and Marriott, the Hilton is the top hotel brand
and famous for their tourism and hospitality in all over the world. They have environment in
their building which is most desirable for the customers and culture is to treat their customers
with integrity and loyalty. They think that every one customer in Hilton are not unknown for
them and create familiar environment and culture within their hotel. Customers feel good to have

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exploration at hotel Hilton and impressed by their quick services which helps in building and
encouraging the business of the Hilton (Buhalis, Et al, 2015).
It is obvious if It had a good culture did not mean the hotel was not out to make money.
The people who encounter by tour guide of Hilton might have been friendly but they meant
business. Moreover they experience they are all here to do their best work. Their department’s
innovation level is significant and their expectations of their customers and employees are high
(Knutson, Et al, 2009).
This hotel’s culture is successfully able to balance productivity and engagement and this
was due in large part to the experience it aimed to create for every customer who entered in their
hotel. Before they visited for the first time, they received message about the hotel’s vision and
top level services as well as the role they are to play. They were encouraged to think about how
they could best contribute as a customer consultant and to lay out the outcomes that would make
them first experience of their customers successful. These little experiences came together the
moment they arrived in hotel and was fully enveloped in the favorable culture. They knew where
they were going and what they were doing and why it mattered to them. The most essential, they
felt so energized they immediately hooked. For the next several years, they have no intention for
going or changing hotel or staying in their competitor’s hotels (Ren, Et al, 2016).
Analyze the impact of poor customer experience
Negative impact:
1. Losing customer loyalty: the poor customer experience leads to losing of customer
loyalty as they shift to another hotel for tourism and hospitality. The repeat guest or
visitors acts as hotel revenue foundation. If they feel disappointed by the hotel services or
they have bad experience in the hotel then they will be no more loyal to that hotel which
they genuinely booked in advance by their names and their previous visits (Getz, Et al,
2009).
2. Decreasing in bookings: the bad customer experience can lead to decrease in bookings of
the new customers as they give feedbacks or ratings to the hotels which are read or seen
by the new clients who wishes to book those hotel but after exploring those feedbacks

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and reviews they do not book hotel rooms for their tour and it lead to decrease in the
bookings for the hotel industry (Bill, 2010).
3. Increase training expenses: if hotel provides poor customer experience that is poor
customer service it will incur costs to train staff or fresh techniques and process for
services to guests or clients. The hotels have to train the new staffs as regards to turnover
of the staffs. The expenses will increase and the booking in hotels will decrease due to
poor customer experience (Miller, 2016).
4. Generate low revenue: if clients are not satisfy with the hospitality in the hotel then next
time they will not prefer to make bookings and they do not refer that hotel to their
relatives or knowns which results in decrease in bookings and due to this reason the
revenue will be generated as low (Budd, 2013).
Positive impact:
5. Complaints are opportunities: the complaints they receive regarding the poor customer
experience makes opportunities for them to improve at high level so that new customer
will not experience the same which will dissatisfy them. They can make various
innovations and trained their staffs so that the experience of the customers will not goes
bad and meeting their expectations from the hotel (Kam, Et al, 2010).
6. Shift in customer attitude: the feeling of customers towards the hotel may shift if they
have bad experience during their tourism related to the hospitality or other customer
services. Their attitude shift or became unfavorable when they have form a brand image
in their mind or set a belief about that hotel and responds consistently but in return they
get bad experience or dissatisfaction which will leads to shift in customers attitude
(Becton, 2011).
Assess the range of strategies
There are various strategies which are used by these hotels to improve the customer
experience:
1. Personalization marketing: this is a strategy that is based on the promotional content
delivery to clients on a more foundation of individual. It is basically attained over a data
combination group, digital automation and main advantage of it is that clients get that

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content which is more related that makes them further possibly to positively answer
(Kusluvan, Et al, 2010).
2. Customer generated content: for Hilton and Marriott hotel, the key is to provide
opportunities to customers to create the type of customer generated content who use it
and also added to their experience. They use photo booths which allow various different
pictures to be made and shared on sites. In several cases, also the content generated can
be branded which allow it to serve the two purposes as a kind of optimistic marketing for
a lifestyle hotel (Athiyaman, 2009).
3. Smart rooms: the growing trend in the Hilton and Marriott hotel has been the expansion
of the smart rooms which are driven through the arrangement of the technology of voice
appreciation and artificial intelligence. They can improve the customer’s experience by
providing to guest the chance to control aspects of their rooms in hotel over control of
voice.
4. Virtual reality: an investments from various big television companies including social
media like Instagram, Facebook and user generated content which helps to make the VR
technology available at home. While the technology is associated with the gaming, real
power is the ability to users of transport to various virtual environment and this can be
largely beneficial for the Hilton and Marriott hotel (Revfine, 2019).
5. Artificial intelligence and Chabot’s: artificial intelligence is the ability for machines or
systems of computer to perform the functions of intelligent that have historically needed
involvement of human. It offers that in Hilton and Marritt, a number of crucial benefits
comprise the capabilities to offers the services of customers at any time of a day.
6. Augmented reality: augmented reality is not about altering virtually an individual’s whole
surroundings. Rather than it involves the information which are overlaying onto
environments of real world. So the clients may point their mobiles at a building and see
the information about it.
Ways of Lifestyle hotel meets the needs of the digital, social and customer
There are various types of engagements used by the Hilton and Marriott which meets the
needs of the digital, social and customer such as:

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1. Use of social media: the social media is essential for that however they must use them as
tools if they want good outcomes. The involving behavior of clients rapidly in this stage
must impact their view about the marketing of social media. The starting of using social
media as the tool not just the platform as it means they use the tool to link, identify
questions, share, research influencers and other professionals and make the content which
their clients will shriek (Straker, Et al, 2016).
2. Engage clients with in-product messaging: the contents and the allied media delivered
right to client’s internet connection devices or application with an aim of gathering,
informing response from engaging with promotion to which definite clients or sections of
clients at frequently high rate of engagement than the digital marketing and channels of
online marketing (Pongpaew, Et al, 2017).
3. Nurture free prospects of trial and get it to update: it is easy for the clients to get
overwhelmed when they signed up first time to a new service. To nudge free trial clients
to update their accounts and use features which are premium that they need to nurture
them (Andrea, 2012).
4. Communicate with the VIP clients with promotions especially for them: VIP clients are
not one time client for hotel. Through client’s engagement, hotel can turn casual clients
into loyal and trustworthy clients. Having the various VIP clients could mean that their
business will thrive in the midst of the economic chaos (Schmitt, 2010).
5. Obsess over their clients by delivering enormous value: they are passionate about the
welfare of the clients. They pay attention to questions of the customers, listen them with
focus and delivers favorable outcomes (Blair, 2019).
6. By holding the summit of customer engagement: this is another way for engagement by
holding the summit for clients. By attending these summits, clients can broaden their
horizon and update their learning curve in a favorable way (Nasution, Et al, 2008).
Recommendations
1. They must implement the capabilities of correct technology platform which incude the next-
generation management of property and solutions for service optimization.
2. They must use the analytical modelling to map the journey of guests, generate the schemes of
actionable segmentation.

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3. They must have right hotel resources which adopt the right strategies for guest-centric and right
processes.
4. They must instilling the culture of guest throughout the hotel.

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Conclusion
From the above analysis it is concluded that every hotel industry face the changing
behaviors or trends of the customers. The hotels such as Hilton and Marriot are also affected or
impacted the changing trends of the clients. They tried hard to create lifestyle brands to
accompaniment their portfolios. The Hilton and Marriott hotel have boarded on the making of
lifestyle hotel. The lifestyle hotel is distinct from the traditional hotels as it is seen that lifestyle
hotels use modern tools for customers engagement and traditional hotel do not have such option
they market their hotel portfolio by keeping their guest with loyalty and use print media for
inviting customers. The Hilton and Marriott hotel use various online tools for promoting their
hotel and facilitates the customers so that they can have benefit of good customer experience and
they make various strategies to remove or decreases the chances of bad customer experience.

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