Maintaining Consistency in Hospitality Industry: A Case Analysis on Hard Rock Hotel London

This report focuses on the challenges faced by organizations in the hospitality industry in maintaining consistency. It includes a case analysis on Hard Rock Hotel London, discussing the importance of consistency, challenges faced, and ways to maintain it. The research aims to determine the extent to which maintaining consistency can become a challenging role for firms in the hotel industry.

Research Methods

Table of Contents
Topic: Maintaining consistency could be a challenge for organisations dealing under hospitality
industry. A case analysis on Hard Rock Hotel London...................................................................1
Introduction......................................................................................................................................1
Background of Research..............................................................................................................1
Aims and Objectives of Research................................................................................................1
Research Questions......................................................................................................................2
Rationale of Research..................................................................................................................2
Literature Review.............................................................................................................................2
The importance of consistency in creating an exceptional customer experience........................2
Challenge related to maintaining consistency in hotels...............................................................3
Ways to develop and maintain consistency in hotels..................................................................3
Methodology....................................................................................................................................3
Research Methods........................................................................................................................3
Research approach.......................................................................................................................4
Data Collection methods..............................................................................................................4
References........................................................................................................................................6

Topic: Maintaining consistency could be a challenge for organisations dealing
under hospitality industry. A case analysis on Hard Rock Hotel London
Introduction
Background of Research
In a hospitality industry, the most important thing is to develop and maintain consistency,
in order to gain customer loyalty. Mostly, consumers in hotels have a great deal of choice in
terms of where to stay, what to eat, types of accommodation facilities and more. Loyalty is
something that could be earned by maintaining consistency in services, but it may be a key
challenge also for hotels, due to continuous changes in business environment (Bigné, William
and Soria-Olivas, 2020). The present report is made to generalise how such challenging role
could be accomplished, by ensure that customers who have pretty high expectations from hotels,
get efficient services accordingly. For this purpose, investigation is made on one of the Hard
Rock Hotel London. It is considered as first ever rock hotel of UK that is located in the centre of
London. It provides a range of facilities like air-conditioned rooms with free WiFi, 900 stylish
rooms and suites, 2 bars with a Hard Rock Cafe and more. It has a great image in the eyes of
customers, by dealing and meeting every expectations of them on time. Therefore, to maintain
such a consistency becomes challenge for this hotel.
A research is therefore, conducted in present report to analyse importance and ways to
overcome from such a challenging issue. For this purpose, proper aims and objectives are framed
with key suggestions of some tools and techniques, to make investigation in research
methodology section.
Aims and Objectives of Research
Research Aim: “To determine the extent at which maintaining consistency can become
a challenging role of firms dealing in hotel industry. A case analysis on Hard Rock Hotel
London”.
Research Objectives:
 To evaluate the importance of consistency in creating an exceptional customer
experience in hotel industry
 To determine the extent of challenge arise in front of hotels while maintaining
consistency
1

 To recommend some ways of maintaining consistency and creating an exceptional
customer experience
Research Questions
 What is the importance of consistency in creating an exceptional customer experience in
hotel industry?
 How maintaining consistency could be a challenge for hotels?
 How consistency could be maintained to create an exceptional customer experience in
hotels?
Rationale of Research
In hotels, the most important factor that need to be concerned is delivering good services to
customers and maintenance of this consistency for a longer period of time. So, it could arise
challenge in front of hotels after developing a strong image and gain loyalty of its guests, is to
maintain the same (Mohsin, Rodrigues and Brochado, 2019). Therefore, this topic is chosen
under present research, to analyse how management of Hard Rock Hotel London, deals with
such challenge. By working on this research, the project makers will get benefit to sharp their
knowledge in hotel industry and analyse how to work in such a field, for making career more
bright.
Literature Review
The importance of consistency in creating an exceptional customer experience
According to Rodney Hills (2020), it has been evaluated that consistency seems to be
incredibly for hospitality industry, where customer experience could be determined whether they
returns to establishment or not. For whatever reason that business is struggling for attracting
targeting audience or grow existing ones into new segment, earning consistency is crucial.
Consumers have high expectations from hotels, in terms of getting best services, high
accommodation facilities, good taste of foods etc. (How important is consistency in the hotel
industry?, 2020). The hospitality market is considered as fairly saturated, where presence of
many hotels arise difficulties for businesses for distinguishing themselves, especially when it
comes to stand out from intense competition. Therefore, for being able to meet customer
expectations is efficient way to make offering of hotel services stand out in the minds of
consumers.
2

Challenge related to maintaining consistency in hotels
As per views of Peng, Lee and Lu (2020), it has analysed that Hard Rock Hotel has large
presence in hospitality industry with venues in more than 74 nations, including 10 casinos, 24
hotels and 178 cafes and more. It is recognised as global brands with award winning image in the
eyes of its loyal customers. Therefore, maintaining consistency could be a challenge across this
hotel & its casino portfolio, which spans about 26 locations within 12 countries. Including to this
unique voice, other service standards and experience delivered by Hard Rock Hotel as well as
execution of its brand standards are even become more critical (Umrani and et. al., 2020). In this
regard, such level of quality assurance that requires robust and scalable solutions with expertise,
drive, and creativity, arise difficulties in front of its management, to maintain consistency for
longer period.
Ways to develop and maintain consistency in hotels
According to views of Umrani and et. al. (2020), customer experience plays a key part in
achievement of success and growth of hotel industry. However, it could be maintained by
culmination of all actions that are required for maintaining consistency in services. In context
with present hotel i.e. Hard Rock Hotel it has built a strong image of its brand in the eyes of
customers, where word of mouth referrals is one of the best promotional strategy to gain
competitive advantages. For this purpose, to maintain its brand image and achieve more
competencies in business, a number of ways can be adopted that helps in maintaining
consistency in services (Hard Rock Hotel Case Study, 2020). It includes consistent service
actions, where most important thing which needs to keep in mind is to ensure that all its team
members must aware of what it means for providing exceptional service. When it comes for
creating an exceptional guest experience, management of Rock Hard Hotel needs to work as one
team member to meet every demand of customers on time.
Methodology
Research Methods
To make an investigation report on a specific topic, the most concerned part includes
methodologies which entail research tools and techniques, as well as way to meet objectives,
within a specified period of time. Therefore, by prior mentioning the path and techniques, project
3

makers can make better strategies to carry out research and obtain desired result (Mohsin,
Rodrigues and Brochado, 2019). In context with present research, as it is based on challenges
that hotel industry face in maintaining consistency of their delivery services, so, to make report,
following methods will be applied -
Research approach
This section provides approaches that could be applied in a research for gathering,
organising and analysing information obtain from various sources. It includes qualitative,
quantitative and mixed approaches that give different-different ways to collect and analyse data.
Hereby, qualitative approach is used for generalising theoretical information by summarising
various researchers’ point of view to meet current research problem (Bigné, William and Soria-
Olivas, 2020). While, quantitative approach is applied to gather numerical data and analyse the
same with application of statistical methods. In respect to present research, mixed approach will
be taken to collect both theoretical information and employees perspectives of hotels on
maintenance of consistency.
Data Collection methods
This section of research describes various sources from where specific information can be
obtained and summarised to meet objectives. It includes both internal and external sources like
books, journals, census report, business reports, online and offline survey etc. which can be
broadly categorised into two main techniques of data collection as primary and secondary.
Hereby, sources from where original information can be gathered and analysed such as
interviews, self-questionnaire and more, are known as primary data collection methods. It helps
in gathering original as well as more reliable information, but could consumes much time and
efforts for the same (Peng, Lee and Lu, 2020). While on contrast, sources that provides large
amount of data but less reliable like books, articles, magazines, business report and so on, are
called secondary research data collection methods. With respect to present research, as it based
on way to maintain consistency in hotels to gain customer loyalty and meet their expectations,
therefore, articles based on chosen hotel i.e. Hard Rock Hotel and journal reports will be taken to
collect secondary information. In addition to this, 50 employees of this hotel will be chosen as a
sample, to gain their perspectives on importance of consistency in services and way to manage
the same. For this purpose, self-questionnaire form will be given to them through email to gather
primary data and further analysed by organising the same, into graphical form to interpret result.
4

References
Books and Journals
Bigné, E., William, E. and Soria-Olivas, E., 2020. Similarity and consistency in hotel online
ratings across platforms. Journal of Travel Research. 59(4). pp.742-758.
Mohsin, A., Rodrigues, H. and Brochado, A., 2019. Shine bright like a star: Hotel performance
and guests’ expectations based on star ratings. International Journal of Hospitality
Management. 83. pp.103-114.
Peng, X., Lee, S. and Lu, Z., 2020. Employees' perceived job performance, organizational
identification, and pro-environmental behaviors in the hotel industry. International Journal
of Hospitality Management. 90. p.102632.
Umrani, W. A. and et. al., 2020. Greening the workforce to achieve environmental performance
in hotel industry: A serial mediation model. Journal of Hospitality and Tourism
Management. 44. pp.50-60.
Online
How important is consistency in the hotel industry?. 2020. [Online] Available Through:
<https://www.comtrex.com/Blog/How-important-is-consistency-in-the-hospitality-
industry>.
Hard Rock Hotel Case Study. 2020. [Online] Available Through: < https://rizepoint.com/case-
studies/hard-rock-hotel/ >.
5