Managing Accommodation Services: Ibis Hotel Report Analysis

This report provides a detailed analysis of accommodation services within the hospitality industry, focusing on the practices of Ibis Hotel. It begins with an introduction to accommodation services, followed by an examination of the scale and size of the accommodation sector, particularly in the UK. The report then explores different forms of ownership available to accommodation services, including sole traders, associations, partnerships, and limited companies, outlining their advantages and disadvantages. It further delves into the role of grading, classification, and online reviews in the booking process. The report highlights the organization of the front office, detailing the roles of various departments and key personnel, such as the front office manager and reservation manager. Statistical data related to the UK hotel market, including occupancy rates and revenue per available room (RevPAR), are also presented. In conclusion, the report emphasizes the importance of managing accommodation services to ensure customer comfort and safety, while also touching upon various grading systems and front office functions within the hotel sector. The report utilizes references from various academic sources to support its findings.

Managing
Accommodation Services (Part-1)

Cover Content
 Introduction
 Scale and Size of accommodation service
 Different form of ownership available to accommodation service
 Role of different systems when guest look for accommodation service
 Organization of front office with accommodation services
 Role of front office department
 Conclusion
 References

Introduction
Accommodation services can be defined as the activities that basically offers a range of facilities
related to housing for a particular time frame. These services are mostly offered by schools, hotels,
medical practices and so on. Under the hospitality business sector, it has became vital for
organisations to offer these kind of services (accommodation) to its clients so that maximum benefits
could be gained by them right on time(Burton and Kellaway, 2018). Firm which has been chosen
under present report i.e. Ibis hotel which is a one of the famous international hotel company owned
by Accor Hotels.

Scale and size of the accommodation services within
hospitality industry
 United Kingdom's hospitality sector has been one of a crucial element for overall growth of its
economy. Under this sector, hotel companies like Ibis, Marriott, Hilton and more has helped in
offering employment to people that are in need and continuously aiding them in improving overall
living standards (UK Hotel Market Statistics. 2018). United Kingdom has a great history which
directly grabs attention of visitors that likes to visit historical places and hotel industry has
basically taken it as an opportunity.

Hotels classified based on ratings:
UK Hotels CAGR
2012 2013 2014 2015 2016
Occupancy 74.4 76.5 77.6 78.4 77.8
Year-on-year growth (%) 2.80% 1.40% 1.00% -0.80% 1.1
AARR 89.22 88.8 91.55 95.8 97.28
Year-on-year growth (%) -0.50% 3.10% 4.60% 1.50% 2.2
Rooms Yield 66.4 67.96 71.03 75.08 75.64
Year-on-year growth (%) 2.30% 4.50% 5.70% 0.70% 3.3

Summary performance of
London Hotels for the year 2012-
2016.London Hotels CAGR %(2012-2016)
2012 2013 2014 2015 2016
Occupancy 81.4 82.8 82.6 82.8 81.6 0.1
Year-on-year growth (%) 1.80% -0.20% 0.20% -1.40%
AARR 89.22 88.8 91.55 149.7 151.45 0.5
Year-on-year growth (%) -0.80% 0.90% 0.90% 1.10%
Rooms Yield 120.65 121.75 122.61 124 123.58
Year-on-year growth (%) 0.90% 0.70% 1.10% -0.3

Performance by hotel category
segment.
Segment (AARR) 2012 2013 2014 2015 2016
Deluxe (>£150) 4.50% 0.10% -1.80% 0.80% 1.60%
Superior deluxe (>£200) 5.90% 0.10% -3.30% -1.50% 4.10%
International deluxe (£150-200) 1.70% 0.40% 1.40% -0.80% 4.70%
First class (£100-150) 3.20% 1.90% 2.80% -2.30% 0.00%
Business class (£75-100) 1.10% 3.50% 4.10% 6.60% -14.00%
Tourist (<£75) -4.70% 1.70% 9.90% 7.50% -1.50%
Town house/boutique (>£100) 3.00% 2.00% -0.50% 4.10% 7.90%

Mid market rooms yield growth rate
for regional hotels.
Rooms yield growth regional hotels
Segment(AARR) 2012 2013 2014 2015 2016
Country House
>£80 2.10% 6.00% 5.50% -0.90% 1.00%
£70-£80 0.20% 4.00% 8.40% 7.00% 4.70%
£60-£70 1.40% 3.80% 9.20% 5.90% 6.40%
£50-£60 2.20% 2.80% 10.70% 8.50% 7.70%
<£50 - 4.10% 5.00% 17.90% 14.00% 5.30%

Different forms of ownership available to
accommodation services.
Types of Ownership/ Purchase method Description Advantages Disadvantages
Sole Trader A sole trader is being considered as an
individual who basically stays liable for
both profit and loss at the same time.
Sole trader whatever has earned (profits)
stays of his own.
Major drawback under this kind of
ownership is that, at the time of gathering
funds, it stays really very difficult for
them.
Association Association is being considered as a group
that works for the same thing based on their
own interests (for an example: Club).
One of the major benefit is that, members
of an association mainly gets to know about
each other in organised events and more.
Specifically a member basically stays
responsible for any kind of investments
was made if no good returns carried out.

Continue…
Partnership Two members basically agrees on
different responsibilities considering an
agreement where both shares different
roles and responsibilities with mutual
understanding.
Sharing responsibilities and roles could
help a company to grow rapidly than a
company with sole trader.
Both the partners stays liable for losses
if any faced by a partnered company.
Limited Company Limited organisation where liability that
individuals/subscribers carries stays
limited.
Under this kind of ownership, an
individual basically pays less taxes than
sole traders as well.
Under this, privacy is a major concern
which can be breached (Barlow and et.
al., 2013).
‘Ordinary’ Business Ordinary course business basically
covers normal transactions.
Voting rights are given to shareholders Liability stays unlimited

Limited Partnership Consist with a general partner Easy to attract investors Profit and loss pass through shareholders
that taxed on their own.
Limited Liability Owners stays legally responsible No personal liability for the obligations Pays for fees than sole traders
Unincorporated Company which do not consist with separate
legal identity.
Legal liability is reduced to minimal. This kind of company must leave of a court
to have the power to bring an action

Role of grading, classification and online review
while booking accommodation
 In present time, it has been analysed that client needs gets changes on a regular basis. Thus, it is
required for hotels like Ibis to consist with a good knowledge related to requirements of
customers. Reviews can be taken through online websites related to hotels. Under this cas,e
benchmarks that consist with classification, grading and online review related to hotel guests and
these are given below:

Continue…
Basis Description Examples
Essential For customer satisfaction, clean rooms, staff with
good communication are required for hotels.
Clean environment, friendly nature of staff, good
food and more.
Basic Proper meal, proper light and healthy environment
is required.
Quality snacks with variations, proper meal and so
on.
Nice-to-have Under these, hotels staff basically focuses on every
single need of clients.
Laundry right on time, free Wi-Fi, relation building
approach of staff with customers.

Continue…
Luxury Quality, security and exotic fun is
offered to customers
Lavish bed room, king size bed,
different cuisines and quality food.
Hyper-luxury 24*7 services stays available for
clients and Ibis is coming under this
category.
Different designs, with a good budget,
cosy beds and modifications as per
clients requirements.

Front Office with variety of Accommodation
Services
Sections of front office Description Equipments
Reservation In every single hotel like Ibis and so on basically has
a front desk where a client basically visits the hotel
or through online does reservation for different
rooms that are available.
Telephone, desktop and more are some of the
equipments that stays available for different
reasons like reservations and more.
Reception Main section of front office where a client directly
talks to the available person (receptionists), collect
information, may check in or check out.
Computer systems, internet, registers, keys of
rooms, telephones stays available for
receptionists.

Continue…
Concierge Main part of a business hotel that
basically receives guests carries their
luggage and takes them to their room
which they have booked (Jamieson and
Jamieson, 2014).
Trolleys, walkie talkie and more tools
are being used by concierge at
workplace.

Key roles within the front office department
 In present context, a few roles under front office department stays available in Ibis are given
beneath:
 Front office manager : Person who manages or monitors the overall performance level of
staff and of resources is being done as a job responsibility.
 Reservation manager : Hotels like Ibis consist with this kind of manager, where booking
related to various services is done and manager of this section specifically controls and
manages the reservations.

Conclusion
 From the above mentioned report it has been concluded that management of accommodation
services is a quite important factor in hospitality sector. By managing accommodation facilities
comfort and safety of customers can be effectively ensured. This report throws light on various
statistical data in context of UK along with various forms of business concerns. Also this report
focusses on various grading systems that are relevant in hospitality sector. Along with this
various functions and department of front office department in hotels have also been mentioned
here.

References
 Barlow and et. al., 2013. Europe sees mixed results from public-private partnerships for building
and managing health care facilities and services. Health Affairs. 32(1). pp.146-154.
 Brunner-Sperdin et. al., 2012. It is all about the emotional state: Managing tourists’
experiences. International Journal of Hospitality Management. 31(1). pp.23-30.
 Buhalis, D. and Amaranggana, A., 2015. Smart tourism destinations enhancing tourism experience
through personalisation of services. In Information and communication technologies in tourism
2015 (pp. 377-389). Springer, Cham

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