HAT303 Accommodation Management: Case Study on McQuarrie Hotel Sydney

This case study analyzes accommodation management at the McQuarrie Hotel, focusing on enhancing customer experience, organizational efficiency, and profitability. It proposes new systems, including CCTV, premium displays, and unified customer service channels, to improve guest satisfaction. The report also suggests strategies for organizational efficiency, such as encouraging communication, automating payable accounts, and reducing workloads. To enhance profitability, the case study recommends offering better value, leveraging social media, optimizing online booking channels, and staying informed about industry trends. Furthermore, it evaluates services and accommodation facilities tailored for families, corporate clients, leisure guests, and international tourists, emphasizing the importance of customized amenities and experiences for each customer segment. This comprehensive analysis aims to guide the McQuarrie Hotel in revitalizing its operations and meeting the evolving needs of its diverse clientele.

Running head: ACCOMODATION MANAGEMENT IN HOSPITALITY
Accommodation Management in Hospitality
Name of the Student:
Name of the University
Author note:

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Executive Summary:
The report is a discussion on the management of accommodation facilities in hospitality. There
are two parts of the report. The first part however, deals with the introduction of new systems in
McQuarrie hotel that will lead to enhanced customer experience, organizational efficiency and
increase in profitability. The second part is a evaluation and identification of the accommodation
and service facilities that McQuarrie hotel should provide to a wide range of customers that
includes, leisure guests, corporate clients, families and international tourist.

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Table of Contents
Introduction......................................................................................................................................3
Task 1...............................................................................................................................................3
Highlighting New Systems..............................................................................................................3
a. New System Enhancing Customer Experience........................................................................3
b. New System Enhancing Organizational Efficiency.................................................................5
c. New System Enhancing Profitability.......................................................................................6
Task 2...............................................................................................................................................7
Evaluating the Number of New Customer Sectors..........................................................................7
a. Services and Accommodation Facilities for Families..............................................................7
b. Services and Accommodation Facilities for Corporate Clients...............................................8
c. Services and Accommodation Facilities for Leisure Guest.....................................................9
d. Services and Accommodation Facilities for International Tourist........................................11
Conclusion:....................................................................................................................................12
References......................................................................................................................................12

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Introduction:
The report gives an overview on the accommodation management in hospitality. The
report has two parts, the first part deals with highlighting the newer systems that will help in
enhancing the customer experience, ensure providing organizational efficiency and lead to
improvement in profitability in McQuarrie hotel. The second part of the report deals with
evaluation of a number of new customers sectors that include families, leisure guests, corporate
clients, and international tourist along with the identification of service and accommodation
facilities for each of the sectors.
Task 1:
Highlighting New Systems
a. New System Enhancing Customer Experience
The introduction of the latest technology has a key role in improving the journey of the
customers and at the same time not only impact a guest or a diner’s choice but determine
whether they will return in future (McColl-Kennedy et.al 2015). New technologies include Wi-Fi
access, closed circuit television (CCTV), access control and integrated communication solutions.
Use of CCTV Cameras
Restaurants and hotels in particular have the responsibility of ensuring the security and
safety of the guests. However, enhancement of security ensured through installation of reliable
CCTV cameras that can enhance customer experience throughout the venue.
Use of Premium Quality Displays

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The McQuarrie hotel can enhance the luxurious experience for the customers that will
allow them to stream content from the tablet or the Smartphone to the television in the room with
the help of various applications. This will not only enhance customer experience but will also
make sure that they return to the venue.
Ensuring Improvement of the Hospitality Process through Phone Systems
The latest technology enables initiating fully integrated solutions in the McQuarrie hotel.
This will not only lead to the acceleration of the work performance of the employees but also
help in better streamlining the hospitality processes (Mok, Sparks and Kadampully 2013). Thus,
introducing the best high tech services in hospitality will help in the expansion of brand loyalty.
Ensuring a Unified Customer Service Channels
The McQuarrie hotel needs to undertake significant developments in technology that
aligns with the expectation of the customers. The hotel must provide high tech services that lead
to ultimate comfort of the customers (Piotrowicz and Cuthbertson 2014). This also helps in
retaining its unique factor that remains the reason behind customer attraction. In this respect,
technology can ensure bringing together all channels of the customer service into centralized
system and helps in coordination the customer address with phone numbers. This will help in
tracking the conversations of the customers irrespective of the channels.
b. New System Enhancing Organizational Efficiency
The McQuarrie hotel can incorporate certain ideas that boost productivity that results in
organizational efficiency while being cost effective. These ideas are as follows:
Through Encouraging Communication:

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The hotel in order to ensure organizational efficiency must promote communication that
will enable the staff members in easily discussing issues with the management as well as their
peers (Conrad and Poole 2012). Organizational efficiency initiated by holding regular meetings,
implementing an open door policy, creating an email message group and encouraging social
media communication
Ensuring Automation of Employee Payable Accounts:
The sector must also take initiatives in automating the process of accounts payable that
will not only ensure saving time through improvement of productivity but also make the entire
cycle more efficient (Borthick 2012). This process also helps ion generation of return on
investment for the hotels of every size.
Ensure Providing Incentives:
To ensure better productivity amongst the staffs, the hospitality industry must ensure
providing incentives to their staffs (Shields et.al 2015). The incentives need not be huge but will
encourage the employees to put a little more effort.
By Going Paperless:
The McQuarrie hotel must ensure organizational efficiency by going paperless. Instead,
computerized system used for scanning every document that not only saves time but also help in
displaying authenticity (Pfister and Schwabe 2016). Going paperless also have a positive impact
on the environment.
Through Reduction of Workloads:

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There should be reduction in workloads of their staffs so that they can make their
contribution to organizational efficiency (Miwa et.al 2014). Tasks that are largest wasters of time
taken care of so that the staffs can devote time to the tasks that actually matters.
c. New System Enhancing Profitability
The hotel business can enhance its profitability through adopting of the following
(Rosman and Stuhura 2013):
By offering better value:
McQuarrie hotel needs to offer services that help in enhancing its profitability. The staffs
can put in more effort in delighting the guest if freed from the burden of repetitive task (Nagle
Hogan and Zale 2016). The hotel business can also make a mark through additional services like
parking benefits and free spa.
By focusing on social media:
To make more business the hotel must ensure drawing revenue from social media
through interactive contents, creative posts and other activities that also helps in encouraging the
users for sharing experiences they had during their stay at the hotel (Leung et.al 2013).
Selection of Online Booking Channels:
To boost up its profitability the hospitability sector especially the hotels must enhance
online bookings directly (Bilgihan and Bujisic 2015). Customers will also find it convenient, as
they will be able to make booking with the click few buttons.
Through prioritization of Websites

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McQuarrie hotel must know that the website of company serves as an important source of
revenue. Therefore, there should be necessary measures undertaken for optimizing the websites
through improvement of page design and loading times (Virginia Phelan, Chen and Haney
2013). There should be a prominent call to action option located in a prominent position so that
guests have an idea of the place once they are booked.
By Staying Informed about Latest Trends:
The hospitality sector is growing at a faster rate in terms of technology, booking trends,
guest behavior and spending patterns (Rasmusen and Yoon 2012). Therefore, keeping track of
the latest developments is necessary. The knowledge about the new happenings can help the
McQuarrie hotel to implement better strategies for enhancing profitability.
Task 2
Evaluating the Number of New Customer Sectors
a. Services and Accommodation Facilities for Families
The hotel in order to build a customer base must ensure activities that are not only family
oriented but also child friendly (Wu and Ko 2013). The hotel must ensure that travelling with
families is simple a cakewalk. Thus, it is important for the hospitality sector to focus on the
needs and requirements of families. The hotel authorities can thus implement various activities
taking in account the families and the children.
The activities that the hotel can implement for taking care of the families includes
ensuring appropriate age television facilities like cartoon channels. There should be

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implementation of special menu for children and snack items for the family. The availability of
snooker table and board games for adults can be one of the options. The hotel must seek to
provide best room service with state of the art facilities. There can be pool and tennis facilities
for a kids as well as adults.
b. Services and Accommodation Facilities for Corporate Clients
However, to ensure unique experience for the corporate clients the hospitality industry
must provide certain unique facilities. Corporate guests are responsible for providing a source of
regular business that have the potential of greatly boosting the occupancy periods. Therefore,
there is a need for not only attracting these corporate guests but also ensures that they turn into
loyal clients (Ransley and Ingram 2012). The hotel however needs to undertake this with
minimum efforts. Besides offering the minimum amenities like desk, chair, a Wi-Fi,
accommodation facilities there are certain additional steps that the authorities needs to undertake.
McQuarrie hotel should have a page dedicated in its website that provides a list of
amenities provided which might include complementary printing, extra large work desks, copy
and fax facilities, cordless phones, meeting spaces, luggage store and electronic safes that
provide space for laptop. The hotel must implement business friendly means of bookings
facilities for the corporate. In addition to this, the hotel must also connect it to the reservations
calendar so that they there is no chance for loss of bookings. Various companies create corporate
accounts with the hospitality sector so that they are able to pay directly for the employees (N and
Kline 2013). Therefore, there are systems in place that might help in making a booking in no
time thereby ensuring benefits. Further, as a part of the hospitality industry, McQuarrie hotel
does not find any difficulty in making a booking on behalf of the corporate.

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c. Services and Accommodation Facilities for Leisure Guest
The leisure travelers look for comfortable beds, price, recreational activities in-house
dining options and recreational activities (Chan and Lam 2013). Thus, the hospitality industry
must provide the following facilities to a leisure guest in order to turn them into loyal clients.
Hotel location plays a vital role for leisure guest. They primarily look for things that they
can do around the destination like place to eat, cultural activities that they can enjoy, wander
around popular attractions and explore historical monuments. Leisure guests also look for the
best available accommodation at reasonable prices. Thus, the hotel must provide good deals to its
customers on a continuous basis. McQuarrie hotel must also provide facilities for in house
dining. Therefore, the hotel must have options like coffee shops, room service, snack bar and
restaurants (Mok, Sparks and Kadampully 2013). The hotel must provide Wi-Fi service as a
complimentary option that will attract leisure guests. The facility will enabled them in staying
connected with family or friends.
Dedicated service is what leisure guests opts for. The hotel needs to have an excellent
staff service so that they not only earn good reviews but also feedback from guests. The leisure
guest looks for activities that allow them to not only enjoy but also relax at the same time (N and
Kline 2013. The hotel must therefore incorporate various facilities like spa, sauna, swimming
pool, golf course, theatre and gym for attracting more leisure traveler.

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d. Services and Accommodation Facilities for International Tourist
McQuarrie hotel can attract international guests by adopting usage of Social Media
((Murphy 2013). The social media platform help in identifying the loyal customer base of a hotel
that is the first big step in attracting international guests. The identification of the target audience
of the hotel along with observation of online travel can help in attracting international guest. The
hotel in order to attract international guests needs to employ a strategy of search engine
optimization. This helps the hotels in determining the countries that searches for the hotel
website thereby helping in determining their global audience. Further, the hotel must encourage
partnerships and link building with other international sites that helps in driving more traffic
internationally.
Conclusion:
The report provides an evaluation of the service and accommodation facilities provided to
a new customer base that include international tourist, leisure guests, families and corporate
clients. The report also discusses about the new system that enhances customer experience,
enhance organizational efficiency and enhance profitability.

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References:
Bilgihan, A. and Bujisic, M., 2015. The effect of website features in online relationship
marketing: A case of online hotel booking. Electronic Commerce Research and
Applications, 14(4), pp.222-232.
Borthick, A.F., 2012. Designing continuous auditing for a highly automated procure-to-pay
process. Journal of Information Systems, 26(2), pp.153-166.
Chan, E.S. and Lam, D., 2013. Hotel safety and security systems: Bridging the gap between
managers and guests. International Journal of Hospitality Management, 32, pp.202-216.
Conrad, C. and Poole, M.S., 2012. Strategic organizational communication: in a global
economy. John Wiley & Sons.
Leung, D., Law, R., Van Hoof, H. and Buhalis, D., 2013. Social media in tourism and
hospitality: A literature review. Journal of Travel & Tourism Marketing, 30(1-2), pp.3-22.
McColl-Kennedy, J.R., Gustafsson, A., Jaakkola, E., Klaus, P., Radnor, Z.J., Perks, H. and
Friman, M., 2015. Fresh perspectives on customer experience. Journal of Services
Marketing, 29(6/7), pp.430-435.
Miwa, M., Thomas, J., O’Mara-Eves, A. and Ananiadou, S., 2014. Reducing systematic review
workload through certainty-based screening. Journal of biomedical informatics, 51, pp.242-253.
Mok, C., Sparks, B. and Kadampully, J., 2013. Service quality management in hospitality,
tourism, and leisure. Routledge.
Murphy, P.E., 2013. Tourism: A community approach (RLE Tourism). Routledge.