Management Report on DUKES LONDON Hotel

This management report provides an analysis of DUKES LONDON hotel, including its customer service journey, physical evidence, on-stage interactions, back-stage interactions, and support processes. It discusses the hotel's response to the global consumer trend during the pandemic and highlights the measures taken to ensure customer safety and satisfaction. The report also includes a service blueprint diagram showcasing the line of interaction, line of visibility, and line of internal interaction.

Management report

Table of Contents
INTRODUCTION...........................................................................................................................3
Main Body.......................................................................................................................................4
DUKES LONDON customer's service journey for arrival at the hotel and breakfast at the next
morning .......................................................................................................................................4
Describe the physical evidence of the service industry...............................................................5
Identify the On stage interaction (touchpoints) with team members ..........................................5
On stage attraction.......................................................................................................................6
Identify the Back Stage interactions ...........................................................................................7
Identify the Support processes ....................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCE ................................................................................................................................11

INTRODUCTION
Hospitality industry is defined as service area where number of products and services are
provided to customers as per their needs and wants so that they feel good and be happy. For
running a business successfully there is need to understand the wants and demand of their
customers then should make efforts to provide the kind of products and services. The
management is required to bring the changes and modification in their services as per customers
requirements which can help to operate and regulate the business continuously (Rauhaus, Sibila
and Johnson, 2020). If customers shares their good feedback and given the 5 stars to hotel
services then it will be an opportunity for organisation to increase the sales and profitability. The
main purpose of hospitality industry is to provide travellers with shelter, food, refreshment, and
similar services that increases customers interest and performance in challenging environment.
This report cover a case study of DUKES LONDON that is large size hotel in London, providing
different staying services to customers and better quality of food to their customers. The
management of organisation understand what people wants and how they can be satisfied so that
services are providing accordingly. The management are playing an important role and
responsibilities in organisation as they analysis what are the people's standard and how will be
satisfied by getting products and services.
The demographic profile of DUKES LONDON customers is covering all ages of people
who wants to get luxury life, having desire to spend their precious time, and considering the
social economic factors that are important customers who increases value of organisation. This is
important for selected hotel to provide the better quality of food and staying services to all ages
and sex of people. This mainly targets to outsiders who comes to visit and wants to booking
room for staying. As this hotel has owned and operated by luxury property developer and
holding company, seven Tides international which was established in 2004. This has developed
own hotel and residential facilities for customers at the most desirable locations. This
organisation helps to attract the large number of customers and maintain good performance
(Kim and et.al., 2020).
The meaning of consumer trend is what is running and going on in market and how the
customers will be satisfied. As environment is changing day by day, needs and wants of
customers is also changing where it is important to analysis them and bring the products and
services accordingly which can help to satisfied the customers and increase the sales. Global

consumer trend that DUKES LONDON leverages is people are facing the pandemic due to
which customers have shown a very low interest in staying outside and enjoying their holidays.
The current consumer trend in context to hotel are very challenging as not operation and
administration activities due to not arriving customers.
As knowing the global consumer trend in context to chosen organisation typical DUKES
LONDON customers have expectation to get the measure of people's health, take all precautions
for providing safety to people, arranging the room facility as per their requirements, better
quality and hygienic food and social distancing from employees, servers and other customers that
can hep to increase sales.
Main Body
DUKES LONDON is large size luxury hotel that is providing better quality of products
and living services to their customers. The management of organisation understand the needs of
their regular customers and make efforts to provide the kind of products which can make happy
and satisfied the people. This hotel is set up at best location where it deliver different types of
facilities and managing the all activities in changing environment (Bector, 2020). Due to
COVID- 19 all business sectors have been affected badly and economy of country also in
challenging condition. As during lock down period all businesses were forced to closed and
facing the various problems like unemployment, poverty etc. After completing lock down and
things are recovering then according to government regulations businesses are allowed to open
for certain period in a day and strictly commanded to follow all social distancing measure and
other safety precautions that are as explained:
DUKES LONDON customer's service journey for arrival at the hotel and breakfast at the next
morning
The customer journey means, is the process of completing sum of experience that
customers go through when interacting with company and brand. For organisation it is important
to know the needs and wants of their customers then make decision to provide the provide
products. In context to DUKES LONDON customer's service journey involves different stages
identification of needs, attraction, having different option, selection of best option, purchase,
making payment and post purchase services that attracts the number of customers and increases
the performance and profitability (Ratnasari, Ismanto and Tanjung, 2020). As people are facing

Pandemic situation so customers have demand of getting healthy breakfast in the next morning.
The DUKES LONDON is a following the customer's journey and providing them healthy
breakfast according to their needs and wants which can help to make feel them good and
satisfied. The management of such hotel are arranging immunity boost breakfast such as fruits,
ginger tea, Giloy juice, turmeric to smoothies, protein food etc. that helps customers to intake
protein and maintain better immune system. This also promoting the weight loss and helps
muscle and tissue.
Describe the physical evidence of the service industry
Physical evidence is the main factor of marketing mix which uses by organisation in
order to increase the insights of people and managing the task effectively. This means intangible
services can help customers to identify the structure and manage the customer satisfaction. The
physical evidence of DUKES LONDON is fabulously renovated and have good brand image in
England that helps customers to select. This is excellently located for Regent Street, Green Park,
exquisite shops and theatres. Moreover, this has fresh new designs that complements its history
and traditional English style. The hotel is providing better quality of food and services to people
that attracts the huge number of people. Now a day, organisation is also measuring the affects of
Pandemic and taking precautions properly which assures customers that they will be safe and
healthy ever (He, Niu, Sun and Li, 2020).
Identify the On stage interaction (touchpoints) with team members
The touch points is the facilities and services which are providing by organisation to their
customers for the purpose of delivering them products and services. This can help to mange the
products and services as per customer demand which influences them to make again buying
decision. If customers are happy and services touches to their heart then it will be an opportunity
for them to increase the sales and profitability. In context to DUKES LONDON, a cross
communication channel is tracking the user behaviour and preference on various communication
touchpoints that helps to increase the sales and profitability. The management and team member
of selected hotel are understand the needs of their customers and managing the all services which
deliver the best services (Jiang and Wen, 2020). In context to chosen organisation, management
are using interactive websites, potential of social media, information of call, arranging services
as per customer requirements, classic emails, handling all queries of customers and delivering
better services that can help to attracts the number of customers and encouraging them to make

decision of buy again. This also helps to provide all safety measures to customers so that they
feel good and increase the organisational performance.
The interactive websites - By using interactive websites DUKES LONDON hospitality
industry create a attractive websites by updating all information regarding prices, room
availability, providing custom tailored suggestions, integrating chatbots to talk to their customers
and make their business available 24*7 hours that make feel good and happy to customers
(Salisu and Akanni, 2020).
Potential to social media – As environment is changing so people are becoming so much
busy where in they does not like to go anywhere for the purpose of getting any information in
regards of making products and services. As 60% travellers in hotel are social travellers who
loves to stay online and make the buying option. Social media is an unavoidable platform to
target the guests. By using social media, DUKES LONDON can attracts the large number of
customers by providing them information and data that helps to increases the productivity and
profitability in changing environment (Zhang, Hu and Ji, 2020).
Information on call – This is the source of touch points which can be used by hospitality
industry in their organisation by providing information to customers on call that can help to
increase the number of customers and maintain the good performance. In context to DUKES
LONDON, management uses this touch points for increasing hotel services by providing all
information to customers on call which increases the interest of customers to make booking
(Riley and et.al., 2020).
Classic Emails – If someone is going to run their business then email is considered as a
most effective way which can be used to reach the people and maintaining cross communication
which can help to deliver the best quality of products and services. It has been analysed that
emails is the cost effective and easy mode of communication that uses to share the information
and increase the performance. DUKES LONDON, can use this touch points for influencing the
number of customers by emailing to customers and delivering best guest experience that
maintains higher profitability (Omary and et.al., 2020).
On stage attraction
Other than above discussed touch points there are more on stage pints that are going to be
use by DUKES LONDON for providing safe journey to customers during pandemic situation.
The on stage attraction are greet and take bag of customers who have arrived in hotel,

completing the process of registration by checking name and payment, deliver of bags which
customers have carried from their town and city, delivering healthy and organic food and
process of check out that can help to improve the brand image by increasing number of
customers and getting positive feedback from them (Physical evidence of DUKES LONDON.
2020).
Identify the Back Stage interactions
Interaction means meeting with two and more than two people who are sharing the
information and make the right business decision. A focus on the service encounter states a sharp
interaction between the customer and provider that are the part of service encounter and other
activities. This important for organisation to manage all products and services in well manner so
that they feel good and attractive at workplace which helps to maintain the high productivity and
profitability. The Back stage interaction means to meet with customers by understanding their
queries and providing them right services which helps to increase the number of customers and
maintain higher profitability. In context to DUKES LONDON Back Stage interactions are those
services where in food is cooked at back stage which deliver best quality of products and
services so that they can manage the higher performance and productivity in changing
environment. This also states how processes of preparing food can be improved by learning new
methods and activities of preparing food. The back stage contact in contact in regard of chosen
organisation are Taking bags in to room, taking food order, process of check out and payment of
services which maintain the direct communication between employer and employees so that they
can maintain the higher productivity and huge number of customers (Norouzi and et.al., 2020).
Identify the Support processes
Supports process is defined as all processes that have main purpose is to identify the
functions and focus on overall operations of company. This is important for organisation to
identify the needs and give full supports which can help to manage the customers and make them
satisfied. In context to DUKES LONDON, supports process are registration system, preparing
food and check out system. In registration system when customers have decided to booking a
hotel then registration system is considered as support process which can help to increase the
number of customers and maintain good performance. In the stage of preparing food, chef of
chosen hotel get to know what they wants to have in dinner, lunch and breakfast which helps to

provide the taste of food that increases the productivity and sales of organisation by influencing
number of customers and maintaining brand image.
Apply the knowledge to a service blueprint diagram and include customer emotions, the line of
interaction, the line of visibility and line of internal interaction
Customer emotions: This means feeling of customers that they shows towards a
products and services. This is important for organisation to know the reaction and emotion of
customers while providing products and services that can help to bring the changes and maintain
higher performance. In context to DUKES LONDON, customer emotion are related to happiness
as hotel is taking all preventive measures and action to provide the safe and better quality of
services to customers which helps to increase the productivity and profitability.
The line of interaction: The line of interaction means how people and employees of
organisation are interacting with each others which can help to manage the services and increase
sales. In DUKES LONDON, line of interaction is flat and hierarchical form that helps to manage
the sales and increase the number of customers while operating a business. Moreover, by
maintaining social distancing, management and employees have good interaction as they share

information via formal mail and messages that attracts the large number of customers and deliver
them best quality of services and improve the brand image in challenging environment.
The line of visibility: The line of visibility separates all service activities which are
visible to the customer from those that are not visible. The Chosen hotel is providing the
different visible services as good theme park, well structure and design of hotel, on stage and
back stage services which can help to increase the number of customers and maintain the higher
performance.
The line of internal interaction: This showing the connection between customers and
internal management who can share their information in relation to business that increases the
performance. In DUKES LONDON, internal interaction between employees, chefs, and
customers are good which helps to maintain the good information and increase the large number
of people who wants good hotel services (He, Niu, Sun and Li, 2020).
Identify where the social distancing measure are implemented
Due to Pandemic, people are becoming health conscious so they are demanding hotel and
services which are safe and properly sanitized. If all services are products are well then
organisation can retain the customers for long period and improve the brand image. In con5text
to DUKES LONDON social distancing is being measured and implemented as:
Social distancing is adhering in all public areas and one way system through out the hotel
that has been implemented.
 Management have decided that guest's lifts will be available only for two guest at
one time. This has been implemented by them and also encourages people to use
stair case if is possible (Jiang and Wen, 2020).
 The housekeeping team will be available at all time that also have implemented
by management on the request of customers that would help to keep clean room
time to time (Social distancing measured in DUKES LONDON, 2020).
 To encouraged the contactless payment system that supported people to live
healthy and satisfied from hotel services.
Conclusion and implementation
For all business organisation it became important to measure and implement the all
adhering in relation to social distancing which can help to increase the number of customers and

organisational profitability. DUKES LONDON has implemented various measured in social
distancing that are as explained:
 The number of guest will be limited in all areas like F&B, parking, and other
places by adhering the social distancing.
 The hotel is going to provide highest food safety standard and quality that will
attracts the number of customers.
 At various places in hotel hand sanitized station will be measured. This task has
been implemented successfully as in hotel lobby, out of room, in parks and
various common areas (Contreras, Munita and Arias, 2019).
 A La Carte menu's services have been implemented by adhering the social
distancing which assures customers that they will be safe.
 Room services are continue to be provide and will be deliver to guest room door.
 Strict table & chair sanitisation procedures will be established between guest
seating periods
Recommendation
For increasing the value of guest it has been recommended to DUKES LONDON is to a
temperature checks should be taken on arrival, maintaining standard protocol as 38 degrees
Celsius. Accommodation will be carefully cleaned and sanitised by placing an Ozone machine in
the room prior to reaching the customers. It should also advised by management to their
customers as to use toilets in their room not to use public facilities. Moreover, guest services will
be suspended until further notice which will help to provide safety to comers. Therefore, chosen
hotel has implemented all measures and regulations which are guideline by government to
maintain the good services.
CONCLUSION
From the above report it can be concluded that hospitality sector is a defined as service
sector in which different products and service are provided by management. Now whole world is
facing the pandemic which has closed the all businesses as government has forced the adhere
social distancing regulations. For all business concern it is required to use measure and
implement in their service sector that can help to increase the customer number and build good
brand image.

REFERENCE
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Online
Physical evidence of DUKES LONDON. 2020. [Online]. Available through:
<http://www.wikiaccommodation.co.uk/AAB34779/Dukes+Hotel.html>
Social distancing measured in DUKES LONDON. 2020. [Online]. Available through:
<https://www.dukeshotel.com/covid-19/>