Innovation and Leadership Strategies for Palm Bay Hotel: A Case Study

This report assesses the opportunities for innovation in running Palm Bay Hotel, sources of operational risk, and strategies to limit operational failure. It also highlights the importance of leadership, innovation, customer value, passion, and trust in the success of the business. The report includes a mind map presenting primary themes and concepts of leadership in the context of the case study.

The Palm Hotel Case
Study

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Overview of the case study.........................................................................................................3
Identify the opportunities of innovation in running the Palm Bay Hotel....................................3
Sources for operational risk at Palm Bay Hotel..........................................................................5
Relationship Marketing...............................................................................................................6
CONCLUSION................................................................................................................................7
TASK B...........................................................................................................................................8
TASK C...........................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Innovation could be determined as meaningful procedure of contributing additional
values towards business environment as well as customers in society. For instance, it includes
development or contribution of process, business idea, product, service, etc. to be offered to
customers or enhancing existing efficiency and productivity. The determined process is further
influenced by strategic planning and appropriate execution of required operations and activities
towards the same. This report assessment will be inclusive of insightful and essential
understanding of innovation in context of mentioned case study of Palm Bay Hotel. Furthermore,
it will be comprised of mind map presenting primary themes and concepts of leadership in
context of the determined case study (Joly, 2019).
TASK 1
Overview of the case study
The representative i.e., Sandra Cunliffe has been visiting that particular area for a
business trip in order to meet a potential client for the business purpose. Looking out for
accommodation, she found a room at Palm Bay Hotel with support of a booking agency. In the
overall experience of Sandra in Palm Bay Hotel, she faced various issues and problems which
resulted in a negative and un-satisfactory experience from the same (Rammert, and et. al., 2018).
Identify the opportunities of innovation in running the Palm Bay Hotel.
Innovation in a hotel is basically referred to initiation of efforts and execution of action
towards contribution of additional values towards accomplishment of desired goals and
objectives. For instance, Palm Bay Hotel could use the meaningful the concept in various
different areas which are as follows;
 Self Check-ins: Providing customers with technological support to access self check-ins
in hotels. For instance, it facilitates in saving time as well as provide access to contactless
check-in facilities in consuming accommodation services.
 Personalisation: This aspect or area of innovation will facilitate in serving customers
with hospitality services with few modification according to their personal preferences.
 Phone-as-key cards: Providing customers with innovative mobile applications or unique
barcodes as to provide them access with phones-as-key cards. In addition to that, it will
reduce dependence of customers over staff as well as responsibility of not losing key

cards. On the other hand, it will also result in reduction of cost for hotels in
manufacturing these key cards for customers (Stilgoe, 2020).
The cycles of Innovation
In order to implement innovation in a business organisation, there is a determined and
introduced cycle which facilitates in ensuring effective implementation of the determined
innovation. For instance, it is comprised of various trends and movements related to innovation
that took place in business environment. In addition to that, the determined cycle is comprised of
various different waves of innovation which were basically oriented upon specific areas over a
particular period of time. Referring to the innovation cycles, the current and existing phase of
innovation is basically oriented and based upon consideration of technological elements
including software, AI technology, digital networks, etc. which lead to additional values towards
business organisation (Biemans, 2018).
Referring to above mentioned information, Palm Bay Hotel must develop their personal
mobile application to provide customers with support of Self-check-ins and access to phones-as-
key cards for their reserved room in the hotel.
Innovation strategies to create value
There are various determined approaches that facilitate in additional values with
innovation in workplace. In order to be precise, these strategies are as follows;
 Problem-solving: In order to implement determined innovation into workplace,
respective business organisation is required to identify the issues and problems faced by
customers in consumption of services offered by them. In addition to that, it will further
facilitate in development of suitable and appropriate strategies for the same.
 Development of innovation culture: Innovation culture is basically referred to
preferences of employees towards adaptation of innovation in order to ensure effective
implementation of the same. For instance, management representatives in respective
business organisation must encourage their employees to initiate efforts towards
implementation of determined approach of innovation in carrying out business operations
and activities (Rosenbach, 2018).
 KPI for monitoring and control: After the execution of determined plan for innovation,
there is necessity of monitoring and control. For instance, representatives of Palm Bay
Hotel must consider the use of KPIs in order to monitor and control the performance of

employees in carrying out business operations and activities in order to look out for
deviations and errors faced by employees in workplace.
Sources for operational risk at Palm Bay Hotel
There are various sources or areas of operational risk at Palm Bay hotel faced by Sandra
Cunliffe, which are as follows;
 Customer support: The lack of support from administration or management employees
of Palm Bay Hotel faced by Sandra, resulted in being a part of unsatisfied experience. For
instance, inability of workforce of respective business organisation to provide upright
assistance to customers in hotel could lead to negative publicity of respective hotel which
could further lead to reduction in overall sales (Oc, 2018).
 Parking Facility: Due to unavailability of parking facilities available at Palm Bay Hotel,
Sandra felt insecure for the whole night and was not able to get a proper sleep. In order to
be precise, this aspect contributes towards inadequate experience from consumption of
accommodation services at Palm Bay Hotel.
 Poor quality of product or service: The untidy and disordered room allotted to Sandra
was not satisfying and further lead to inability of respective organisation to meet
expectations of customers. It include lack of hygiene, paint peeling of the door, tatty and
dirty armchair, etc. which contributed towards unsatisfied experience to Sandra (Bratton,
2020).
Strategies to limit operational Failure
There is a necessity for respective business organisation to develop and implement useful
strategies in order to prevent these issues which could lead to degradation of image of Palm Bay
Hotel. For instance, there are various suitable strategies to prevent these issues which are as
follows;
 Customer oriented approach: The employees engaged in workplace are required to be
oriented upon customer-based approach in order to serve them in the most effective
manner. For instance, it will facilitate in meeting customer requirements and expectations
in workplace by providing them effective customer assistance throughout their
consumption of accommodation as well as other services offered by respective business
organisation (Leroi-Werelds, 2019).

 Cleanliness and hygiene: Cleanliness and hygiene is one of the primary concern of
customers in consumption of hospitality services. Management representatives in Palm
Bay Hotel is required to pay additional efforts towards maintenance of hygiene in their
premises in order to provide customers with a hygienic and tidy place.
 Quality of product: Customers always look out for places which are value for money.
For instance, employees in respective organisation need to contribute additionally
towards improvisation and enhancement of their rooms in order to provide customers
with delightful experience from consumption of the same (Weinstein, and Johnson,
2020).
Relationship Marketing
Relationship marketing is basically referred to consideration of strategies in order to
satisfy and retain customers towards a particular business organisation. This meaningful concept
is said to be maximising the value of a customer due to various determined reasons which are as
follows;
 Customer Loyalty: The consideration of effective and efficient strategies taken into
consideration for maintaining upright relationship with customers facilitate in satisfying
and retaining customers towards products and services offered by that particular business
organisation.
 Prices become less important: With effective relationship marketing undertaken in any
business organisation, the pricing factor becomes less important for customers. For
instance, customers are loyal and will always consider the products and services offered
by that particular business organisation.
 Increasing overall sales: It further contribute additional values towards accomplishment
of organisational goals and objectives with increasing overall sales of products and
services offered by that particular business.
Palm Bay Hotel relationship with customers
 Poor assistance: Inability of administration representatives to provide sufficient
assistance to customers results in being the negative aspect associated with respective
business organisation.

 Negative feedbacks: In order to move further, customers are giving negative feedbacks
for their consumption of services in Palm Bay Hotel due to issues and challenges faced
by them (Otto, Szymanski, and Varadarajan, 2020).
 Lack of customer approach: The lack of customer oriented approach of workforce
engaged in Palm Bay Hotel is resulting in being the reason behind ineffective customer
relationship. For instance, due to the presence of this negative aspect, customers are
unable to get satisfied with consumption of products and services offered by Palm Bay
Hotel.
The respective business organisation i.e., The Palm Bay Hotel is unable to maintain
upright customer relationship by serving their customers. Therefore, it creates a necessity for
management representatives to look out for the same in order to accomplish organisational goals
and objectives.
CONCLUSION
From the above report assessment, it could be concluded that Palm Bay Hotel is lacking
in many areas of business that could lead to various potential damages to respective organisation.
In addition to that, Poor Customer support, Parking Facility, and Poor quality of product or
service resulted in being major issues faced by customers. On the other hand, Customer oriented
approach, Cleanliness and hygiene, and Quality of product are recommended to respective
business organisation for prevention of these issues faced by customers.

TASK B
Innovative
leadership
Marketin
g
Authorit
y
Success of business
Capacity
Accountability of
departments
Politics
Decision
makings
Avoiding
wastages
of
resources
Mission
Use of
technology
Power
Vision
Development
Strategy
Leaders
are born
Traditional
beliefs

TASK C
Leadership- An effective leadership in the organisation assist in managing the employee more
effectively. It motivates the employee towards achieving the derived goals. Moreover, by the use
of effective leadership the mentioned hotel can better assign the task in their management as well
as resolve the customer experience issues by deploying effective solutions.
Innovation- Through the use of innovative approach various new practices can be deploy in the
mentioned hotel functions. It could assist them in order to form the more effective functions and
could also facilitate the manager to attract the wide number of customer by the use of innovative
approach.
customer value- customer value is one of the major core practice that assist in getting the
relatable insights of customer perceptions and further used in forming the effective services in
order to fulfil their requirement by offering the ideal services. Hence, by the use of such value
the mentioned business can rebuilt the strong buyer persona according to their business
requirement.
Passion- The owner of the mentioned business bought this business, through their pension
money. Hence it is clearly showed the passion of forming the strong business in the operational
market. The mentioned core value is must needed in the business to perform the more effective
functions.
Trust- It is required that the business should develop the strong bond of trust with their
customer. By offering the valuable services and transparent operational activities could facilitates
in forming the strong bond of relationship.

REFERENCES
Books and Journals
Biemans, W. G., 2018. Managing innovation within networks. Routledge.
Bratton, J. ed., 2020. Organizational leadership. Sage.
Joly, P. B., 2019. Reimagining innovation. In Innovation beyond technology (pp. 25-45).
Springer, Singapore.
Leroi-Werelds, S., 2019. An update on customer value: state of the art, revised typology, and
research agenda. Journal of Service Management.
Oc, B., 2018. Contextual leadership: A systematic review of how contextual factors shape
leadership and its outcomes. The Leadership Quarterly, 29(1), pp.218-235.
Otto, A. S., Szymanski, D. M. and Varadarajan, R., 2020. Customer satisfaction and firm
performance: insights from over a quarter century of empirical research. Journal of the
Academy of Marketing Science, 48(3), pp.543-564.
Rammert, and et. al., 2018. Innovation society today. Perspectives, Fields, and Cases.
Wiesbaden.
Rosenbach, W. E., 2018. Contemporary issues in leadership. Routledge.
Stilgoe, J., 2020. Who’s driving innovation. New Technologies and the Collaborative State.
Cham, Switzerland: Palgrave Macmillan.
Weinstein, A. and Johnson, W. C., 2020. Designing and delivering superior customer value:
concepts, cases, and applications. CRC press.