Premier Inn Hotel Chain: Business Development and Management Strategies
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This presentation provides insights into the Premier Inn Hotel Chain, its facilities, consumers, business status, issues, SWOT analysis, and management strategies for business improvement. It also sheds light on the hospitality industry of the UK and the significance of Premier Inn in it.
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HOSPITALITY AND TOURISM INDUSTRY
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HOSPITALITY INDUSTRY OF UK οThe hospitality industry of UKchiefly represents the hotels, restaurants, pubs and leisure companies of the nation that serves both local as well as international consumers (Bowie et al. 2016). οbears high significance to the nation, since it produces approximately 4 percent UK GDP per year. οpays around 57 billion pound as tax to the UK government in the year 2016, which is nearly half of VAT (Falk 2016) οOne of the fourth largest industries in UK οLacks support from the UK government
THE PREMIER INN HOTEL CHAIN οPremier Innis a British hotel chain and the UK's largest hotel brand οThe total number of rooms in the premier inn hotel till date is 72,000 (Joo-Ee 2016). οThe total number of hotels in the hotel chain is 785. οThe hotel is found to operate in a good number of locations that includes suburbs, airports and city centers. οThe chief competitors of the mentioned hotel are Travelodge and Ibis Hotels (Liu, Sun and Wang2016) οThe organization has their hotels in Ireland, UAE, Quatar, India and Germany along with India οThe nature and quality of the products as food, drink and for accommodation purpose are also high
THE PREMIER INN HOTEL CHAIN οThe chief consumers of the hotel chain include upper middle class as well as elite class consumers. οhotel staffs are provided with effective training in order to ensure high satisfaction of the consumers οPremier Inn rooms feature a super comfortable double or king size bed, en-suite bathroom, remote control television, facilities of making tea and coffee along with desk area (Bowie et al. 2016) οirons, hairdryers as well as free cot hire also available for the consumers on request οthe organization has introduced βhubβ hotel chain οThe target consumers of the β Hubβ hotel chain is middle class as well as upper middle class consumers.
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FACILITIES PROVIDED AT PREMIER INN οFood and Beverages ο‘Premier Inn provides the consumers superior quality of services as well as products in order to stay competitive in both UK ο‘Both breakfast and dinner is offered to the consumers by the hotels ο‘A full plate of breakfast at Premier Inn starts from 9.50 pounds ο‘Kid friendly breakfasts with yogurts and chocolates are also served at the hotel ο‘The kids breakfasts up to two children are offered t the guests on purchase of a Full premier Inn Breakfast ο‘consumers can also avails a good number of bakery items, sweet treats, soups, one pots, sandwiches and salads (Bowie et al. 2016) οOther operations ο‘Premier Hotel chain as well as the newly found βHubβ Premium Hotels include luggage room facilities and free Wi-Fi services ο‘The Wi-Fi provided by the Premier in organization is sufficient for browsing the web. The maximum data limit allowance is 1GB per day ο‘However, if enhanced Wi-Fi experience is need that will enable the consumers to download large files or movies, they can upgrade to high speed(Ford and Sturman 2018)
CURRENT BUSINESS STATUS OF PREMIER INN οAs per the Brand Strength Index (BSI), Premier Inn has scored 88.7 ahead of Holiday Inn at 85.4, Days Inn at 85.2, Hiltonβs 84.9 and Hampton by Hiltonβs 84.6. οWell trained staffs, superior quality of services as well as products can be considered as the chief reasons behind high branding of the hotel οThe management of Premier Inn maintains a regular track of the services provided by themselves as well as their competitors οthe hotel chain is currently leading in the hospitality industry of UK (Ford and Sturman 2018)
ISSUES OF PREMIER INN οThe organization does not provide the consumers with any kinds of leisure facilities like gym and swimming pool facilities οThe organization does not provides room delivery to the consumers (Ford and Sturman 2018) οThis is imposing negative impact on the competitive advantage of the organization
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PEST ANALYSIS Political β’Political condition of UK is currently stable. β’The government is open to new investors for the Hospitality and tourism industry Economic β’The economic condition of majority of the residents are stable β’However, the labor charge is high β’Hotel management needs to import labor from middle eastern countries Social β’A cross cultural tension is present β’Due to expansion in business, the number of foreign travelers is increasing β’The population is a aging Technological β’The nation is technologically advanced β’24*7 hours facilities of internet and transportation are present β’Technology has facilitated communication and transfer of information bridging the gap between several parts of the
BUSINESS DEVELOPMENT, MANAGEMENT STRATEGIES AND RECOMMENDATIONS FOR BUSINESS IMPROVEMENT οThe organization should work closely with a technically capable data processing and analysis specialist οThe first step is to gather consumer data held in various operating systems run in various parts of the business (Joo-Ee 2016). οIt should include web bookings as well οSecondly single consumer view should be incorporated in order to split information collected in n organized way οThe last step that needs to be incorporated is consumer segmentation (Bowie et al. 2016).
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MANAGEMENT STRATEGIES AND RECOMMENDATIONS FOR BUSINESS IMPROVEMENT οIn order to deal with this case, the organization needs to be highly active in social media platforms οA detailed post about the incident that took place and justifications on behalf of the management should be given οAlong with this regular interaction of the company with the consumers should be kept in order to maintain and enhance the company consumer bonding (Ford and Sturman 2018). οAlong with this, the organization needs to work on improving its facilities. οIn order to enhance itscompetitive advantage, room service facilities can be introduced by the mentioned organization.
MANAGEMENT STRATEGIES AND RECOMMENDATIONS FOR BUSINESS IMPROVEMENT οThe organization should use a selected Best outcome platform in order to manage complex programs (Joo- Ee 2016) οThe management should createmilestone reportingfor each stage of the process οThe second step will be toco-ordinate all processes: property, construction, legal, marketing, housekeeping, finance and IT οThe third step will include creation of visibility of the project process, costs, contracting as well as facilities management οFinally it is required to mitigate the risk of project slippage in order to ensure best practice across the portfolio (Liu, Sun and Wang 2016).
CONCLUSION οWhen it comes to UK, the mentioned industry bears high significance to the nation, since it produces approximately 4 percent UK GDP per year. οThe Premier Inn Hotel chain is currently leading in terms of brand equity and consumer loyalty οHowever, it needs to enhance is management system in order to incorporate new sites οThe leisure facilities of the organization also needs to be improved οFinally, communication with the both global a well as local consumers are also needed to be increased in order to ensure an effective company consumer relationship.
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REFERENCE LIST Bowie, D., Buttle, F., Brookes, M. and Mariussen, A., 2016.Hospitality marketing. Routledge, pp.23. Falk, M., 2016. A gravity model of foreign direct investment in the hospitality industry.Tourism Management,55, pp.225-237. Fallon, P., 2016. 10 Crisis Management and the Future of the Travel Industry.Operations Management in the Travel Industry, p.272. Ford, R.C. and Sturman, M.C., 2018.Managing Hospitality Organizations: Achieving Excellence in the Guest Experience. SAGE Publications, pp.34-37. Joo-Ee, G., 2016. Minimum wage and the hospitality industry in Malaysia: An analysis of employee perceptions.Journal of Human Resources in Hospitality & Tourism,15(1), pp.29-44. Liu, Y., Sun, X. and Wang, R., 2016, April. A critical review of Asiaβs emerging middle class be of benefits to the UK tourism and hospitality industry. InInternational Conference on Education, Management and Computing Technology (ICEMCT-16). Atlantis Press, pp.12-15.