Hotel Revenue & Operations Strategy Renewal

This assignment focuses on renewing the revenue and operations strategy for a hotel to enhance its profitability and customer attraction. It emphasizes the importance of managing accommodation, front office services, and rooms divisions effectively. Strategies include maximizing room revenues through yield management, allocating the right rooms to customers, and strengthening hospitality organizations.

ROOMS DIVISIONS
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Accommodation and front office services for different firms..............................................1
1.2 Roles and responsibilities of accommodation and reception service staff............................1
1.3 Legal and statutory requirements..........................................................................................2
1.4 Services provided by rooms divisions...................................................................................2
TASK 2............................................................................................................................................3
2.1 Importance of front of house area.........................................................................................3
2.2 Planning and management of front of house area.................................................................3
2.3 Key operational issues affecting performance of business...................................................4
TASK 3............................................................................................................................................4
3.1 Importance of property interiors and design.........................................................................4
3.2 Critical aspects of planning and management.......................................................................5
3.3 Key operational issues affecting the business performance of accommodation services.....5
TASK 4............................................................................................................................................6
4.1 Yield and revenue management activities to maximise rooms revenue and occupancy......6
4.2 Sales techniques....................................................................................................................6
4.3 Purpose and use of forecasting and statistical data within rooms division...........................6
4.4 Room division performance indicators.................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Room division management is crucial for hospitality firm sin order to increase their
revenues and profitability. The report will cover accommodation and front office services for
Clientele hotel, London. Importance of front of house area, operational issues will be discussed
in this report. Importance of property interiors and design associated with planning and
management will be covered. Performance indicators, sales techniques and revenue/ yield
management will be discussed.
TASK 1
1.1 Accommodation and front office services for different firms
Accommodation and front office services plays a major role for customer satisfaction
from different hotel services effectively. They assist the consumers of hotel Clientele, London
and other firms. It is the reception desk where a customer communicates for the first time and
during the vacating as well. The comfort management of customer is responsibility for front
office service manager. Customers are also able to call on hotel room service service if found
any complaints or shortcomings effectively (Aguinis, Edwards and Bradley, 2017). Night auditor
takes responsibility of managing hotel accounts after the day hours.
The accommodation staff is concerned with utilities provided in hotel rooms premises.
Housekeeping and front office services are the two main section which looks after maintenance,
re pairings, mechanical system and electrical items. The department is also responsible for work
safety and concerned with no danger policy.
1.2 Roles and responsibilities of accommodation and reception service staff
The main roles and responsibilities of accommodation and reception are discussed below:
Accommodation staff: The staff is divided in two section, housekeeping and engineering staff
which are discussed below:
Housekeeping staff: The housekeepers are responsible for managing cleanness of hotel and
rooms. The staff in Clientele hotel London are not only concerned with rooms cleanness but also
make sure that the kitchen and other key areas of hotel are also clean. The storage area is also
cleaned by them where food requirements are presented. Other items such as towels, toiletries
are also provided by them.
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Engineering staff: Engineering staff is concerned with dealing electrical requirements of the
hotel such as water supply, electricity and other conditions of electrical items (Arifeen, 2014).
Maintenance and repairing is also a duty of engineering staff.
Reception staff: Front desk roles are managed by reception staff. Dealing with customers, mail
and information management and bell services are controlled by receptionist (Baum, Bertsimas
and Kallus, 2014). Front desk management is a important part of reception staff that they are
responsible for customer related services.
1.3 Legal and statutory requirements
Health and Safety: It is the most important aspect of every organisation and as per the
legislations requirement of room division operation services. Safety of customers and safety of
employees working in the firm should be ensured by management.
Data protection act: The data protection act describe that the management should keep
customers private data secure and safe (Double, 2014). It is the rights of an customers to keep his
data safe from leaking to any other effectively.
Workplace Regulations 1992 ensures that there are proper health and safety measures for
the employees. Provision and Use of Work Equipment Regulations 1998 keeps a check on safety
of machinery and equipment used. Thus, the legislations and rules provide securities to
customers.
1.4 Services provided by rooms divisions
Different services are offered by clientele hotel, London in terms of accommodation,
front office department and receptionist.
Accommodation department
 Provision of long terms and short stay accommodation.
 Working procedures and implementation is managed by accommodation department.
 An effective and good service accommodation environment is provided by department.
 The department also take care of additional requirement of guests.
 The housekeepers are responsible for managing cleanness of hotel and rooms.
 Engineering staff is concerned with dealing electrical requirements of the hotel such as
water supply, electricity and other conditions of electrical items.
Front office department
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 Personal reservation, telephonic facilities and advance of service is provided by front
office department.
 Discounts and tariffs or rooms in special circumstances are also managed by front office
department.
 Cash management and providing bills to customers is also managed and controlled by
department.
 Cars, chauffeurs and other services are also provided by them.
 Dealing with customers, mail and information management and bell services are
controlled by receptionist.
 Front desk management is a important part of reception staff that they are responsible for
customer related services (Ginter, Duncan and Swayne, 2018).
TASK 2
2.1 Importance of front of house area
Front of House area: The front of house area is very crucial for the firm for effective
management and maintenance and development of key areas. It is important that it provides first
impression and also has a visual impact on customers. Design and layouts should be impressive
enough to attract them.
 Ambience created in the front of house area, the heating and lighting maintained and
even the flowers that are kept in the area; all have significant impact on the guests.
 Securities and cleanliness is also important part of front of house area effectively. This
will help Clientele hotel employees to be prepare for upcoming Blue energy meeting in
Ball room hotel.
 Housekeeping and front office services are the two main section which looks after
maintenance, re pairings, mechanical system and electrical items.
2.2 Planning and management of front of house area
Departmental Plans: This is an important planning aspect, which ensure the development and
communications of plan for different department to ensure that they work effectively and
efficiently.
Organising: The organising process should be flexible that incorporate changes are easily
accepted.
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Staffing: Staffing refers to the suitable management of employees according to their working
skills and knowledge. This will help Clientele to manage work effectively.
Leading: Managers should motivate and encourage employees towards their individual work in
order to increase organisation efficiency.
Controlling: The front of house area activities should be managed and controlled effectively
such as securities, management and maintenance and development of key areas etc.
Coordination: Managers and employees should communicate with each other in order to
provide effective and quality services to customers.
2.3 Key operational issues affecting performance of business
Marketing and Sales: These two are the biggest operational issues affect the business in terms
of front of house area. These two are responsible for managing the occupancy, marketing and
sales for the firm.
Financial management: Cash transactions from customers is managed by front desk employees
of front of house areas. Financial management should be effective in order to enhance revenues
and profitability. The accommodation department should ensure cost of operations.
Human resource: Human resources is also a issues for the firms in order to manage and control
activities of employees. Guests can be angry from the bad behaviour of employees. The
accommodation department also faces huge challenges in maintaining staff members.
Quality management: customers pay price for the quality products and services. They can not
compromise with the quality. The management should manage quality in order to provide
effective services.
TASK 3
3.1 Importance of property interiors and design
Property interiors and design is important for the firm in order to provide effective
management such as:
Objectives of interior design: The interior design of property should be appealing to customers.
The front office should be located in a place where managers can easily see activities around
them. The other equipments of Clientele hotel should be placed clean and tidy.
Business centre should be placed right behind the front desk in order to maintain guest
payments, deposits and for printing receipts (Heagney, 2016). All the rooms are located in a
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place where there is no noise pollution. Lightings, visual impacts, ambience, heating, cooling,
space and effect of colour should be managed well in order to provide effective services.
Thus, property interiors and design plays an important role in front of house area
effectively.
3.2 Critical aspects of planning and management
Accommodation and front office services leaves a great impact on customers mind that
planning and management of front house of area should be managed with good services. Room
status should be changes in a timely manner for innovation purpose. The accommodation staff
should be skilled and knowledgable in order to provide quality services to the customers in
Clientele.
The number of staff members should also be kept according to maximum capacity. The
management should infuse a sense of responsibility, dedication and confidence among the staff
members as they represent the image of hotel every single minute in front of the customers. This
will help to plan and manage the guest suppliers and will also provide controlling over business
resources effectively.
3.3 Key operational issues affecting the business performance of accommodation services
The main operational issues for managing the accommodation services and front house
area is finding the best and relevant employees for the work. Skilled and knowledgable
employees are necessary that managers not present all the time in the hotel that there should be a
representative to assist customers effectively.
Quality and cost of resources management is also key issue for Clientele management. It is also
faced by accommodation service providers (Kadłubek and Koch, 2016). The scope is in a danger
that there are so many competitors available in the market. Accommodation service has to come
with innovations ways to deal problems and issues.
Human resource: Human resources is also a issues for the firms in order to manage and control
activities of employees. Guests can be angry from the bad behaviour of employees. The
accommodation department also faces huge challenges in maintaining staff members.
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TASK 4
4.1 Yield and revenue management activities to maximise rooms revenue and occupancy
Total amount collected from sales of total rooms available in the Clientele hotel in a
specific time period is called total revenue. The calculation towards revenues will be done as
follow:
Room Rent of type A * Number of rooms of type A + Room Rent of type B * Number of rooms
of type B + Room Rent of type C * Number of rooms of type C.
Yield management: It is a variable pricing strategy which is based upon anticipating,
understandings and affecting the behaviour of consumers in order to increase profitability and
revenues effectively. This will be done by minimum and available resources in the firm (Kotler,
2015).
Yield management tactics such as marketing with customer and pricing acquisition
strategies, on-going collaboration with sales and marketing, marketing to drive target campaigns
across all the distribution channels and investment in advertisement.
4.2 Sales techniques
Market based pricing strategy: The Clientele hotel is able to evaluate services with respect to
other competitors in the market in order to compare the price offered by them.
Negotiated rates: Provision of special negotiated rates for seasonal or corporate packages or for
delegations of different conferences and events can also be helpful in increasing sales.
Customer loyalty programs: In this program customers get special discounts from the firm at
some certain points and condition which helps to increase sales.
Strategies such as use of agents, airlines and extra services such as breakfast, laundry,
lunch and dinner facilities are also promoted to enhance sales effectively. This will help to
maximise revenues for the firm.
4.3 Purpose and use of forecasting and statistical data within rooms division
Forecasting and statistical data and information is useful for the firm and also used in
multiple ways to divide rooms effectively. Statistics are used to calculate occupancy ratios:
 Demand forecasting techniques used to conduct demand and rooms are delegated to the
customers accordingly.
 Time and trends of year when various rooms are occupied can be also analysed
effectively.
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 Total revenue collected with per room calculation will also help to construct similar types
of rooms.
Proper divination of rooms is necessary to the the right person such as family members,
travellers and other people with different purposes (Mills and Broughton, 2016). Forecasting
number of consumers will also help to modify schemes and strategies accordingly and
effectively. For an example, if the November occupancy is high for Clientele, therefore new
attractive plans and offers can be generated, room revenue will increase and plan for new events
effectively.
4.4 Room division performance indicators
Rooms Condition Beds Occupancy
70 Single rooms 70 50 Occupied
50 Double rooms 100 45 Occupied by 3 people and 10
occupied by 1 person
60 Twin rooms 120 20 occupied by 2 people and 30
occupied by 1 person
Total 180
Rooms
290 135 Rooms left
Table 1: Room breakdown foe a month for five season 3 season hotel
It can be said that the success of hotel is depended on marketing strategies and
management. Thus, these should be renewed in a timely manner. The strategy can be continued
if the management is doing well. The firm is able to manage customers as per the table
occupancies should be filled in order to increase revenues effectively (Wilcox, 2015). If the right
rooms will be allocate to the right person by management will help to enhance profitability and
revenues. Strategies and plan are depended on performance of department whether it should be
changed or not.
CONCLUSION
It can be concluded from the above report that accommodation and front office services
are required to enhance the operational activities of rooms divisions. The front of house area is
also a key part of organisation which should be managed well in order to attract customers.
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Planning and management of accommodation will provide strengthen to hospitality
organisations. Revenue and yield management will maximise rooms revenues and occupancy.
REFERENCES
Books and Journals
Aguinis, H., Edwards, J.R. and Bradley, K.J., 2017. Improving our understanding of moderation
and mediation in strategic management research. Organizational Research Methods 20(4)
pp.665-685.
Arifeen, A.A., 2014. Annual budget plan for Facility Management Division of Prime Bank Ltd.
Baum, R., Bertsimas, D. and Kallus, N., 2014. Scheduling, revenue management, and fairness in
an academic-hospital radiology division. Academic radiology 21(10) pp.1322-1330.
Double, L., 2014. The National Collegiate Athletic Association Division II Presidents Council
NCAA National Office—Summitt/Wooden Room August 6-7, 2014 Indianapolis, Indiana
Wednesday, August 6.
Ginter, P.M., Duncan, J. and Swayne, L.E., 2018. The Strategic Management of Healthcare
Organizations. John Wiley & Sons.
Heagney, J., 2016. Fundamentals of project management. AMACOM Div American Mgmt
Assn.
Kadłubek, M. and Koch, P., 2016, July. The identification and analysis of the logistics system in
management of the division of the assay office. In Logistics, Informatics and Service
Sciences (LISS), 2016 International Conference on (pp. 1-6). IEEE.
Kotler, P., 2015. Framework for marketing management. Pearson Education India.
Mills, J. and Broughton, V., 2016. Bliss Bibliographic Classification: Class T: Economics
Management of Economic Enterprises. Elsevier.
Wilcox, R.A., 2015. Cutaneous B‐cell lymphomas: 2015 update on diagnosis, risk‐stratification,
and management. American journal of hematology 90(1) pp.73-76.
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