Operations Research Applications in Services

This assignment delves into the application of operations research (OR) within the service industry. It requires a comprehensive review of OR techniques and their practical implementations in various service sectors. Students are expected to analyze case studies, discuss theoretical frameworks, and highlight the challenges and opportunities presented by OR in managing service operations effectively.

Rooms Division
Operations Management

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK A...........................................................................................................................................2
A) Evaluation of services offered by rooms division for a wide range of hospitality business
on accommodation and front office department.....................................................................2
B) Roles and responsibilities of a selection of accommodation and reception staff..............4
C) Key aspect of legislation and regulatory requirements relevant to the room division......6
TASK B...........................................................................................................................................8
A) Review of the importance of the front of house area and the accommodation services to
effective management.............................................................................................................8
B) Evaluation of key aspects of planning and management of the front of house area and
accommodation services.........................................................................................................9
C) Critical evaluation of the main operational issues affecting the effective management and
business performance of the front house area and the accommodation services.................10
TASK C.........................................................................................................................................12
A) The explanation of revenue/ yield management.............................................................12
B) Analysis of sales techniques used to promote and maximise revenue............................13
C) Evaluation of the usage of forecasting and statistical data in the room division............15
D) Description with calculation of performance indicators used to measure the success of
accommodation sales............................................................................................................17
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................19

INTRODUCTION
Room division operation management must be good enough that help to get higher
performance and productivity in the world. There are different types of roles and responsibilities
of the selection of accommodation and reception staff which helps to get desired objectivist of
the firm in the world. Planning and management of the front house are must be efficiently which
help to attract the customer. Operational issues directly affect the overall firm performance of the
front house area of the hotel. This report includes roles and responsibility of selection process of
reception staff, legislation and regulatory requirements, planning and management of the front of
house area, operational issues, sales and promotional techniques and strategies. In accordance
room division is segregation of every department like, housekeeping, security, guest service,
security, office, reservation etc. It is important to make division in rooms as provides flexibility
to person for whom the accommodation is made and for the management who is responsible for
delivering services. To maintain the brand recognition and standards they need to provide
appropriate and good quality services of hotel to the customers. Promotion and marketing
strategies helps to increase overall productivity and performance in the world.
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TASK A
A) Evaluation of services offered by rooms division for a wide range of hospitality business on
accommodation and front office department
Room division manager has a responsibility to manage and handle a hotel in the effective
manner. It manages all the departments in the hotel such as front office, housekeeping and guest
services departments. All the departments have a different responsibilities and roles to attain
determined goals and objectives of organisation. Manager should have different types of skills to
manage the work in the work in an entity such as well-developed leadership skills, ability to give
clear and appropriate guidelines, effective working styles and experience in hospitality area
(Woolf, 2015). Further, appropriate room division is done to make flexibility in room services to
guest and it is most effective way for managing room facilities according to the requirement of
guest.
Holiday inn hotel
Holiday inn hotel in UK is the 3-star hotel and they provide appropriate and effective
services to the customers. Effective services help to increase a sales revenue in the market. There
are various departments that helps to give appropriate services to a client. Functionality of the
front office in Holiday in as follows:
To sell and up sell rooms
Front office manager convenience the customer by providing good and effective services.
It provides appropriate offers and packages that will helps to increase their performance and
productivity in a market. In Holiday Inn has front office which focused on handling over all the
exacted arrivals and the available rooms after the reservation office closed at 6.00 PM. Manager
try to sell all the rooms which is available by providing effective services of the rooms to the
customers. Manger should give services based on the client needs (Subramanian and
Ramanathan, 2012). The firm offers different types of offers and schemes to attract maximum
number of travellers. Apart from this the hotel room services requires minor repair of room
amenities.
Maintain balanced guest account
In Holiday Inn, the manager uses different types of management system such as PMS and
point of sale terminals to open an account for the customers and also maintain the record of the
customer transaction. They use online systems to process the transaction of each client in the
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hotel (Lewis and Brown, 2012). The guest account management of Holiday is satisfactory but
not perfect in comparison to 5 star services. They provide appropriate and sufficient services
such as handling mails, messages and information of hotel. Consumers always ask about the
hotel services and facilities which help to take appropriate decisions. Manager should have the
ability to provide appropriate and effective information about the hotel and then will but the
room. They provide appropriate and effective information about the hotel and they also give
offers and packages based on the client needs.
Hilton hotel
Hilton hotel provide effective and good quality services of hotel to a consumer. In this
hotel all the deportments work together to get higher productivity and performance in the world.
They have different structure to provide hotel room services to the customers (Baum, Bertsimas
and Kallus, 2014). Front Office services in Hilton hotel as follows:
To sell rooms
In Hilton hotel, is the 5-star hotel and it provides appropriate and innovative plans and
policies for the consumers. Innovative policies help to increase performance and productivity in
the world. Manager should give hotel services based on the customer preferences. Manager of
the front desk has a skill in which they can easily convenience the customer to sell their rooms.
In comparison to 3 start hotel Holiday inn the organisation offers satisfactory services according
to needs and wants of guest but are comparatively expensive whereas Holiday in offers
affordable accommodation for all type of guests.
Manage the customer accounts
The management of Hilton hotel, implements the use of advanced technology in order to
keep a check over the information of its potential customers. Further, to manage customers
account the hotel make use of advanced application such as Pay which enables effective payment
mode to guest ad aids management in determining and managing client information with help of
one click. (Croson and et.al., 2013).
Accommodation department is considered as room division because it is the department
in hotel which is responsible for managing room division in hotels. Like the division and
availability of room are according to guest requirement. The department in hospitality sector is
specifically related to room service and room sales activities. The functioning of accommodation
department is divided and regulates in 4 cycles which comprise, pre arrival, arrival, check in and
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departure stage. Apparently, revenue department of Hotel is termed as front office. This
department in hospitality sector act as nerve centre which helps the guest in establishing a
contact with hotel and its services. It comprises major two function which are, service hub and
sales centre where service hub is dealing with the guest enquiry request and complaints whereas
sales centre is responsible for promoting the services of hotel and hotel products.
B) Roles and responsibilities of a selection of accommodation and reception staff
In any hotel there is big role of reception staff, manager, security guard, housekeeper, front
office staff. A good hotel should select all this staff very carefully because these staff have a big
role in the reputation of hotels.
1.Receptionist: A good receptionist should have good communication skills, kind nature.
Reception staff should be multitasking. When customer comes in hotels firstly he/she meet to
receptionist staff. So it is important that receptionist should have polite nature and good
communication skill to give a good first impression to customer. Because the first Impression is
the last impression. Receptionist should have positive attitude. He should give answer to
customer on phone very politely and with positive attitude. When receptionist give positive
answer to customer he will feel good and it will be good for hotel. Second quality that should
present in receptionist is organisation quality. The ultimate function if receptionist is to manage
the check in and checkout details of customer. It is the major function which assist the
management in deriving the stay experience of guest. Further, it is important for the individual to
be good at communication and verbal skills. It is the major factor which influences the mind of
visitors towards the hotel facilities. Moreover, the person aims at being polite and calm when
dealing with visitor details and queries.
Receptionist should respond to customer mail, answering the phone with positive
attitude, and taking the messages. Receptionist should keep all documents, files and number of
all staff. Technology skill should also present in receptionist. He/she should be able to operate
computer system easily. When receptionist does not satisfy the customer, it reflects poorly to the
hotel. Receptionist should be active at all time. A good receptionist listens all problems of
customer and try to solve that problems. Receptionist should have good listening skill
(Kafetzopoulos, Psomas and Kafetzopoulos, 2013).
Apart from receptionist like manager, front office staff, security staff, doormen, night
auditor also have a big role in the reputation of hotel.
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2.Manager: If a customer is unhappy with receptionist staff than manager should listen to
customer and try to make him satisfy. Manager is person who manage all the functions and
department of the Hotel. The manager ensures that everyone is performing their job function
effectively. Further, it is duty of Hotel general manager to ensure that all the guest facilities are
according to provided according to requirement. Apparently the major function of general hotel
manager is make sure that all the queries of visitors are being solved on time in order to serve
them satisfactory living experience.
Manager is responsible for providing services and facilities to customers. Manager should be
punctual of time. he should be able to deal with customers every day. He should try to make
customer satisfy with hotel services. Manager should also try to make happy employee and all
staff. And he should try to give all sources to employee. Because it’s his responsibility to provide
sources to employee. Manager should have a planning skills. Manager should respond
courteously and quickly to problems from the customers.
3. Security guard: Besides this customer also need a good security system in hotels. Good
hotels provide security to customers. Security guards are responsible for enforcing rules. Security
guard is person who inform the customers they are parked in restricted area. Security guard
should make him/her visible to customers. If security guard watches any strange things he should
inform to his manager and try to keep away customers from the risk. A security guard should
have a good sense of smelling and hearing. Security guard should have a strong physically
personality. When a wire or cable is burning he should be able to smell it. If a security guard has
position at main door of hotel, then he should behave as a receptionist. He should welcome
customer very politely and should give them a good response. Security guards should tell all the
security tips to the customers very clearly. He should not have rude nature. He should wear
always his security costume (Eden and Ackermann, 2013). When security guard wear his
security costume properly it’s give good impression to customers.
4. Housekeeper/Room Boy: most important staff of hotels is housekeeper because a customer
always wants the best hotels services. Room boy is responsible for cleaning the rooms and
provide best service. He is responsible for dusts the room and furniture is also responsible to
clean the toilet. He is responsible to provide retrieve items on loan to the guest like iron etc. he is
responsible for marinating his floor or area. He should attend customers calls quickly and solve
out their problems as soon as he can. He should have answered to guest with positive attitude and
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smile.
5. Kitchen staff in night shift: Kitchen plays a crucial role in serving satisfactory
accommodation experience to guest and Generally it has been analysed that guest faces problems
with food at night because there is no kitchen staff available after 11. Therefore, it is important
for the hotel serve to ensure that the kitchen services are organised and divided according to shift
where at least 4 kitchen staff members are present for appropriate delivering food services to
guest.
6. Room service: It is another factor which plays vital role in delivering satisfactory
accommodation experience to guest therefore it is important for the Hotels to ensure that room
serve staff is always active and enabling clean and hygienic accommodation experience to
visitors.
7. Room sales activities: It is the most important function of accommodation department as in
this the management ism at demonstrating different service of room according to the
requirements of clients. It is the activity which assist in increasing sales of room and assist in
making systematic room division. If hotel have a good staff customer will never complain and he
will give positive feedback in the public. So for good image of hotels all staff should try to give
their best performance. And should have all the qualities as we discuss above.
8. Assistant front office manager- They are required to control the operational activities of the
hotel. It is with a foremost concern of provisioning courteous services to the guests with high
standard services. They are often required to produce the staffing schedules and complete the
payroll related transactions by together looking into the labour expenses as a way of figuring out
any discrepancy in the set budget. Lastly, ensuring a prompt solution of any service related
issues to the customers.
9. Cashier- It is a very responsible position where a deputed cashier is duly accountable to
maintain detailed and accurate account balances with a specific declaration of hotel’s operating
costs and the payments collected from the guest. Any discrepancy in the work of a cashier can
lead to atrocious consequences at the end and they are held liable for the same. Hence, it is
important for the cashier to be enough diligent in their work and have a thorough knowledge of
their tasks. This also involves a distinct responsibility of handling the foreign exchange
transactions with a special concern of converting the currencies into cash or cheque, etc.
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C) Key aspect of legislation and regulatory requirements relevant to the room division
Room division is most essential part of the hotel management. By providing Effective
services to the customers it gives more profit to the firm. Management of the room division
requires the effective groups which helps to serve quality services to guest. They also provide
suitable training and development to the team members to give good hotel services to the clients.
By providing training to the employees they can easily give appropriate services to the clients
(Parast and Adams, 2012). Good and effective services help to increase a sales revenue of a firm
in the market. Some of the acts that is followed by the Marriott hotel as follows:
Diplomatic privilege act, 1964: in this types of act they provide appropriate services and
protection to the customers. It gives higher security to the customers, employees and families in
the hotel. It provides efficient safety to the staff members in the hotel. This act gives higher
security to the staff and customers within a specific condition. It provides good and effective
security to the staff and the family members in the hotel.
Immigration order, 1972: each and every guest at or over 16 years old then only the hotel can
permit them to stay. The registration is needed when the customers comes in the hotel. It
includes different types of details such as name, address, id proofs, and nationality. These all
included in the registration process for the local customers. For the foreign client they needed
different information such as passport number, nationality and the next destination, date of issue
etc. In Marriott hotel they use advanced software to increase their work efficiency. By using this
act, they can easily know the information about the customers. In Marriott hotel, the manager has
a responsibility to take appropriate data from each consumer (Hill, Jones and Schilling, 2014).
Data protection act 1998: The act gives the high security and protection to Hotels for
managing their consumer data. Manager is the person who is responsible for managing and
enabling security over t\all confidential information with the help of this act. Marriott hotel use
the IT systems to protect their guest data. Main objective of this act to provides appropriate
security of the customer during the stay in the hotel.
Various acts help to provide appropriate and efficient facilities to the client. In regulatory
requirements it includes different and essential factors such as health and safety, food and other
facilities. Manager is only the responsible to provide effective and good facilities to the
customers in the hotel. By giving good services to the client it helps to increase a productivity in
the market (Bai, Sarkis, Wei and Koh, 2012).
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It is the major responsibility of manager to provide proper facilities and hotel services to
the customers. They should have different types of skills such as leadership, well managed and
managing skills which increase the performance and productivity in the market. Management
and planning for front office in Hotel comprise maintenance of the hotel, confidentiality of
information to be able to assist the client in the provision of services and facilities. The manager
of the Marriott hotel has well planned management to provide appropriate services based on their
needs (Ivanov and Zhechev, 2012). It also involves the maintain statistics occupancy of hotel
rooms, financial and operational cost, prices of various rooms and maintenance of the furniture.
Manager generates the appropriate and accurate report of the employees. It also includes the
process of booking, check inn, check out and coordinates the other hotel departments and also
preparation of financial and annual report of the hotel. However, compliance with legal
framework of country which is enacted to protect information and to ensure the effectiveness of
services like, data protection act and immigration order plays crucial role in enhancing the level
of Hotel services. The legal framework act as base of all the Hotel services which even influence
the mind of visitors when planning their stay in particular Hotel.
TASK B
A) Review of the importance of the front of house area and the accommodation services to
effective management
Hotel's view and location is a big part for give a good impression to customers. Customers
always want a good location and designer hotel. Hotel's front area is first impression for
customer. If hotel have a good front area with a unique design than customer will come without
any hesitation. In this hotel all designs of gates and walls are unique which gives a good
impression on customer. Marriott hotel providing a wonderful living environment. this hotel
provides a Wi-Fi internet. A private garden is very attractive for customer. Guest can relax in
their private garden and feel healthy. Private heat pools are also a good option to attract guest.
Guest can enjoy their morning in private pools with their children and friends. Private polls are
liked by children very much. it provides 24 hours’ room services. It had duplex room, pool view
room (Sting and Loch, 2016.). The hotel provides various type of services keeping in mind the
needs and wants of guest like it has entertainment amenities like, musical session at night, gym,
for relaxing it provides Spa facilities etc. Apart from this the infrastructure of Hotel has
following features:
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Cryptography access to hotel rooms campus: Cryptography access is a check in process of
entering into room. It provides complete access to guest to room which helps in maintaining the
security and providing safety and security of access in room to guest. To reach at the hotel
customer have pass through two or three level of security which gives customer royal
experience. This hotel provided the best security system to customer. Sensor gates, automation is
the best part of this hotel. Marriott hotel provides the best security system. Higher quality
cameras are also included in its security system. Cameras of different types are used in this hotel
which is useful for customer safety.
Fine quality food facilities: Marriott hotel provides breakfast, lunch and dinner with the best
quality of food keeping in mind the basic requirements of guest. Further, it enhances its food
services with some kind of entertainment and the management make sure that there is one staff
on one table to assist guests. (Xing and et.al., 2013).
Advanced technological tools: Marriott hotel provides is that fax and photocopy services. The
tools are provided to make communication between staff and guest easy like, room extensions,
scanner etc. (Edwards, Balderson and D’Amico, 2016).
Front office areas in hotel is responsible for managing utility issues and availability if
equipment. It is the duty of front office department to ensure that there are adequate resources
available which are required to enhance values of services and to serve satisfactory services.
(Kotas, 2014).
B) Evaluation of key aspects of planning and management of the front of house area and
accommodation services
Marriott hotel manager use different and advanced technologies if the IT system which
helps to increase the efficiency of a work. It also uses the transaction and decision making
system to increase their work efficiency. Computer system is an advanced tool that is very useful
for the process of planning and management. In this system all the task can be easily done such
as transaction, cancellation, and retention, updating of various essential information and facts.
Operations and activities of the front office is very difficult and complex. It is very essential to
plan the effective schedule for the different activities. The front office service of Hotel is
enhanced in way to attract visitors to live hotel experience. Moreover, the front desk staff of
hotel is trained to deal with all the queries of customer in order to make them comfortable with
the Marriott hotel services. Front desk impression of guest is influenced by, colour, lights,
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communication of staff, designing, layout etc. The manager of the company has a responsibility
to use advanced and enhanced technologies of computer which helps to increase their
performance and efficiency in the world (Logenthiran and et.al., 2012). By using the computer
system, the manager can easily plan the events and manage the firm efficiently. They use
advanced and enhanced technologies of computer system which helps to manage the work of the
hotel. There are different types of system tools which helps to protect the hotel data and also
gives appropriate results to prepare annual report of the hotel (Kim, Sting and Loch, 2014). The
management believes that first impression of guest is based on front desk services of hotel
therefore it is important for the management to ensures that the front desk and front desk staff is
managed according to shift in order to make individual available to deal with guest.
Housekeeping services of hotel comprise suitability of fabrics of bed sheets according to
requirement of guest, access to reception and kitchen is appropriate and connected, interior
mobility on floor is safe like there will be not wet floor left after cleaning etc.
Activity of plan and management includes different task such as booking methods,
accommodation, accessible information for the visitors and daily reporting, work schedule of an
employees in the hotel. Manager should also provide appropriate training and development to the
employee so that they can easily get desired objective. It also helps to increase overall
performance in the world. By providing appropriate training to the employee they will give more
contribution to get desired target (Kadłubek and Koch, 2016). Work schedule of the employees
must be well managed because this will directly affect the firm performance. In Marriot hotel,
the mangers schedule the employee task and activities which help to manage their individual
work to get higher performance in the world. Apart from this the management makes sure that
the housekeeping services are time to time in order to maintain the cleanliness and hygienic of
hotel not only of rooms. The house keeping staff attends the room after every 4 hours to make
sure the beds and toilet, and sheets are clean. Hence, to make guest experience satisfactory and
lively it is the foremost duty of Housekeeping staff and management of hotel to ensure that the
room service is proper and on time.
C) Critical evaluation of the main operational issues affecting the effective management and
business performance of the front house area and the accommodation services
Operational management of the five-star hotel must be well managed to maintain the
hotel standard and brand image in the world. The products and services of the hotel must be good
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enough to satisfy the consumer needs. There are different types of factors that affects the overall
firm performance in a world such as atmosphere, cleanliness and higher quality of the items of
the hotel. Marriott hotel manager gives good quality services of hotel to the client to maintain
brand image. If the architecture of the hotel is not attractive, then the client will not visit again.
Manager must be able to provide appropriate facilities and products to the customers to increase
the productivity in the world. The design and housekeeping services must be good enough and
well mange then only the customers visit the hotel again (Adomavicius and Kwon, 2012).
Rooms in the hotel must be more attractive and prepared prior before guest
accommodation. It includes the different factors that must be well managed in the hotel such as
room preparation, furniture, cleanliness etc. Manager of the company provides effective services
of the hotel as well as it also organizes the extra and fun events to satisfy the customers to
increase performance in the world. They also give appropriate and effective services to the client
to increase the productivity in an industry. All departments have a responsibility to provide
appropriate services to the client. They have different roles and responsibility to get desired
objective and higher performance in the world (Axtle-Ortiz, 2013). Generally, there are
operational issues which consumers the time of management like. High employees turnover rate,
high volume of consumers at same time, management of staff, changes in legislation, increased
working capital etc. Therefore, it is important for the hotel management to analyse business and
business environment on regular basis in order to determine the changes in internal and external
environment. Further, it is important for the hotel to organise regular training and development to
staff in order to make them adaptable to changes. In addition, compliance with all the mandatory
regulation also assist hotel management to reduce the influence of external business factors such
as changing legislations.
Main goal of the hotel is to satisfy the consumer needs and also get higher productivity in
the world. They provide appropriate services of the hotel rooms and food products to the client.
If rooms are not cleaned and there are no proper facilities in the room, then the client will
complaint to the manager and the manager has a responsibility to solve the problem by providing
good and effective services. To maintain brand recognition firm needs to give effective services
to the customers. Main factors of the hotel that affects the management and the performance that
is food services and hotel services. To manage these factors in a hotel, manager need to give
appropriate and effective training to the employees so that they can give good quality services to
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the clients (Chae and et.al., 2016). They should provide advanced training and development to an
employee’s so that they can easily give appropriate services to the consumers. If they are not
able to give effective and efficient services to the clients, then they cannot get higher
performance and productivity in the world. Based on the client needs they should provide the
packages and hotel services which helps to increase overall firm performance in the world.
Marriott hotel manager organize the events and parties in the hotel for the specific or local guest
to satisfy the client needs. Food and beverage management must be well managed in the hotel.
All consumers have different preferences of the food so that the manger need to take care of
them to provide appropriate food and beverages to the clients in the hotel. It helps to increase the
customer satisfaction and also helps to increase productivity in the world (Chamness, Emc
Corporation, 2015). Hence, it is important for the Hotel to ensure that every employees are
motivated and trained which is the best strategy to increase their working productivity.
Moreover, organising regular training and development session will assist in reducing the high
cost of training which is organised after a long period.
TASK C
A) The explanation of revenue/ yield management
Manager has a responsibility to provide appropriate and effective quality services to the
customer to increase a performance and productivity in the world. To maintain a brand
recognition in an industry they ned to apply advanced and enhanced technologies to serve their
hotel services to the client. There are different ways to increase the firm revenue and sales such
as increase the maximum occupancy of the hotel rooms and the services. They need to sell their
hotel rooms at the right price at right time. They also should provide effective efficient packages
to the customers so that can easily attract from that and they will buy the room. Further, manager
must have good communication skills that help to convenience the client by providing effective
and sufficient information about the hotel services. By providing good and effective service to
the consumers that will helps to increase revenue of a hotel in the world (Floyd and et.al., 2014).
Another way to increase the revenue, they should apply different types of policies of the
transaction. When the client wants to cancel the transaction and cancel the booking in the hotel
and a manager should follow appropriate policies to refund the amount to the client. Further, the
manager should sell right room at the right client with right price. Price can be varied from day
to day because based on the consumer needs they have to sell their hotel rooms to increase the
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performance and productivity in the world. Manager need to take appropriate decision during the
process of room selling. Hotel manager needs to provide effective policies of the room packages
so that the client can easily attract with packages and hey will buy the room in a hotel.
Manager should follow advanced and enhanced technologies of the computer system
which helps to increase the work efficiency in the world. By using the different transaction
system and decision making system in the hotel they can easily generate the accurate data and
that will help to prepare accurate annual report of the hotel. Manager has a responsibility to use
advanced technologies to increase the work efficiency in the hotel. To increase the firm revenue,
they can also follow the strategies and approaches to sell the hotel rooms to a client. Based on
the client needs they can easily plan for the room packages and also provide additional services
to the customers. By providing effective and additional services to the consumers they can easily
get higher performance and productivity in the world (Folk and et.al., 2013). By using the
commuter technologies, they can easily increase the work efficiency and also maintain the
customer records in the hotel. Revenue management is the management of hotel where it
focuses on the needs and wants of specific guest. It is important for the hotel to ensure that right
room service and accommodation is offered to guest according to requirement. There are
different types of advanced technologies of commuter such as transaction processing information
system, decision support system which helps to take efficient decisions in a critical situation and
also helps to maintain the work efficiency in the hotel. There are various database systems which
gives higher security and safety to a data of the hotel. It reduces the complexity of the work and
also helps to get desired objective of a hotel in the world (Hock-Eam and Chee-Yin, 2014).
Apparently, price room inventory in hotel is base which assist the hotel in setting price for
specific room. For instance, if the room has only basic amenities then it will offer at affordable
price but if the room has it pools, gym, and luxurious accommodation then it will premium and
deluxe room for which the hotel will charge process according to inventory available. Apart from
this, it is important for hotel to forecast demand that is prediction according to experience
because it is important for management to make pre arrangement in order serve satisfactory
accommodation service to maximize profits.
However, in accordance it can be said that hospitality sector can improvise its services by
providing basic luxuries in every room like, the hotel can enhance the availability of resources in
every room. For instance, there should be 1 air conditioner, 1 LCD Television, one double bed
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couches table, furniture for making accommodation easy and all the wash room facilities. Hence,
it is important for the hotel to ensure that their rooms are accommodated to guest with all basic
luxurious amenities in order to improve their hotel services.
B) Analysis of sales techniques used to promote and maximise revenue
Hotel manager has a responsibility to provide effective plans, policies to the customers.
They also provide efficient training and development to an employee so that they can easily
provide good quality hotel and food services to the clients. It helps to increase overall
performance and productivity in the world. There are different types of promotional strategies
and approaches which helps to satisfy the consumer needs as well as the higher performance.
Manager should be able to negotiates the prices according to the client needs. Based on the
customer needs they can easily increase revenue of the hotel. They should understand the client
needs whether the customer is loyal, new client, team of tourist, purpose of the visit. Main
objective of the hotel is to provide maintain then brand image, satisfy the consumer needs and
attract the new guest. By getting and connecting the new customers with the hotel they can easily
increase an overall productivity in the world (Johnston and Marshall, 2016).
Manager of the hotel need to provide effective and efficient training to an employee so
that they can easily attract the customer and take valuable decision based on the client needs.
Employees must know the promotional techniques such as top and bottom down approach, cross
and up selling. These techniques help to attract the consumer and also give higher performance
in the world. All the strategies of the promotional which have different characteristic to get
desired target or goal of the hotel. Further, another strategy to increase the firm revenue is to
contact with the travel agents which provides the appropriate and efficient information to the
customers. This approach more beneficial and also provides the higher performance to the hotel.
By connect with the travel agents they can easily get higher performance and desired objective in
the world. Travel agents provides the offers and schemes to the customer to get desired target in
a world. They can easily convenience the client by providing different types of plans and offers.
These all are the methods and strategies to increase the hotel revenue in the world. Manager need
to follow the advanced technologies and approaches that help to attract a client. It helps to
increase the firm performance and productivity in the world.
Further, they should follow different types of marketing strategies and approaches which
help to increase the firm revenue in an industry. Manager neds to give efficient training and
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development to an employee so that they can easily attract the client in a market. They need to
give training sessions and programs related to the marketing strategies. By providing good
training to the employee so that they can easily know the concept of marketing and they will
follow them to increase the overall hotel performance in the world. Marketing strategies helps to
increase the company revenue and also helps to get desired target of a hotel. Based on the client
need they should provide hotel services and packages to a customer (Oggier and Datta, 2013).
Manager must have the decision making skills to take appropriate and effective decision based
on the consumer needs. To satisfy the client needs they should give good quality food and
beverages, hotel services, housekeeping service, organize events and parties, to provides
innovative packages to the consumers. These facilities in the hotel must be good enough and well
managed in the hotel. It helps to increase the overall performance and productivity in the world
(Zhang and et.al., 2015). Negotiation rates of Hotel is same for every one and is seasonal.
According to season and guest the hotel offers discounts and schemes on specific rooms for
limited period which is the sales techniques which is used to attract traveller. Apart from this the
hotel have their own corporate packages which are enhanced to attract business work for their
business conferences and corporate parties. Further the hotel has own rules over cancellation
and overbooking which are enhanced to make strict process and reliable process of booking. IN
addition, the hotel offers regular schemes and discounts to its loyal customers which attract more
guest to visit hotel and enjoy its services. These all sales techniques assist in gaining goodwill.
And brand loyal guests.
However, in accordance to negotiation, it is important for the hotel to ensure that the
price of room is set according to consumer requirement and not just to make profits. There are
few hotels which have specific prices which are not negotiated even at the time of seasonal
changes therefore it is important for the management to make sure that room and their prices are
set according to customer mind set as it will assist in enhancing the values of hotel services.
C) Evaluation of the usage of forecasting and statistical data in the room division
Forecasting tool is more beneficial in the tourism sector. It gives the accurate information
by analysing the past data of the hotel. This tool helps to identify the future needs based on the
past events that is conducted by the hotel. Manger has a responsibility to generate accurate data
and facts from the forecasting tool. Based on the past data they can easily take appropriate and
effective decisions to increase overall hotel performance and productivity in the world. Through
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this efficient tool they can easily predict the level of the success of the business in the world. The
manager can easily take valuable decisions based on the data and that will help to increase the
hotel revenue in the world. If the past data of the hotel is good and it gives more profit to the
company then a manager can continue the prices to provide appropriate facilities otherwise they
need to take decision and apply advanced marketing strategies and approaches to increase the
hotel performance in the world (Yu and et.al., 2015). They also need to provide good quality
food and beverages and hotel services which helps to increase the revenue in the world.
There are different types of forecasting strategies den approaches which helps to increase
the hotel performance and productivity such as satirical, % trend projection, smoothing, opinions
and expert suggestion, Delphi technique and the market survey. These all are the forecasting
techniques which gives more advantages to the hotel to increase the sales revenue of the hotel.
Based on the consumer needs they should provide appropriate and good quality product to the
client. This tool helps to know the actual condition the hotel in the market. Manager has a
responsibility to provide good quality hotel services to the consumer which helps to maintain the
brand recognition and also helps to increase the sales revenue of a hotel in the world (Stokely
and et.al., 2012). The forecasting pricing policy of hotel is the tactic to attract consumer and
gain profits. In this the hotel changes make prices high at the time of season and in normal and ta
time of regular demand it sets affordable prices which is forecasting demand and setting price.
Further, the manager uses this tool to identify the past events that is organized in the hotel
and based on the analysis of data they can easily apply advanced strategies and approaches to
increase the sales revenue of a firm in the hotel. There are different types of factors that affects
the overall hotel performance such as food and beverages, housekeeping, rooms etc. These all
are the factors that can easily attract the client in the market (Ulaga and Loveland, 2014).
Manager should concentrate on the service, by providing effective and good quality services to
the customers which is more beneficial for the hotel. If the data of the past year not efficient and
they are not getting as much profit as they can so they need to apply advanced marketing
approaches to sell their rooms to the client. Manager should take appropriate decisions based on
the consumer needs. Forecasting is making assumption about the increase and decrease in
demand for hotels which fluctuates as per seasonal changes. Forecasting is done by management
to maximize profits and generate revenue by serving guest satisfactory services.
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There are different types of marketing strategies which help to increase the overall hotel
performance and productivity in the world. Social media and internet tool is the best approach to
sell company products and services. They can easily attract the consumers on the social media by
posting innovative and efficient offers of the room packages (Suryadevara and et.al., 2013).
Pricing policy of Hotel is based on holidays, seasonal changes, inventory, maintenance,
investment which is made for developing eye catching infrastructure. Further, if hotel make
changes in room facilities than ultimately the price of the that particular room increases.
Therefore, in order to increase the values of changed services the hotel should aim at creating
awareness about the changes in hotel services with the help of social media advertising as it is
the most effective tool which is used to attract travellers. This strategy will assist the hotel in
managing the profits and increasing customer base. By giving training to the employee they can
serve good quality services to the guest. By following different types of marketing strategies,
they can get desired target and higher performance of hotel in the world (West and et.al., 2014).
D) Description with calculation of performance indicators used to measure the success of
accommodation sales
This is to measure the performance of the business with assistance of various performance
indicators. It will mainly involve the occupancy rate, divided in 2 segments of room occupancy
and sleeper occupancy rate, as stated below-
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The occupancy rate is basically used to measure the ratio of occupied rooms with a
special consent of identifying the total capacity of the hotel to employ as per its capacity. It is
therefore on referring to the above estimated occupancy rate, the room occupancy rate has been
found to be 83.72% with a sleeper occupancy rate of 73.24%.
Another parameter is the average daily rate that tends to measure the per day charges of
an occupied room with a specific formula applied below-
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This has specified an average daily rate of 152.78 where it indicates a positive ratio.
Lastly, on the basis of yield percentage, the potential revenue is being compared with that to the
generated revenue, as depicted below for the present chosen hotel-
It is thus on the basis of above calculated ratios, the current selected hotel has been found to
generate adequate amount of profit and has been considered to operate in an efficient manner.
CONCLUSION
Room division operation management must be well managed in the hotel. The manger
needs to provide good and effective quality food and hotel services to the customer to maintain
the brand images in the world. Marketing strategies helps to increase the firm performance and
productivity in the world. Five seasons hotel provides the good quality room division services to
the clients. It can be easily determined that this hotel has good management band they can easily
get higher performance in a world. Manager has good management skills to manage the entire
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organization in an industry. To maintain the standards of the hotel they should follow the
advanced and enhanced approaches in the hotel. Promotional and marketing strategies helps to
get desired target and higher performance in the world.
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