Rooms Division Operations Management Report: The Beaumont Hotel

This report provides a comprehensive analysis of Rooms Division Operations Management (RDOM), focusing on The Beaumont Grand luxury hotel in the UK. It explores accommodation and front office services, comparing them with Intercontinental Hotel Groups. The report delves into the roles and responsibilities of staff in both accommodation and front office sectors, highlighting legal and statutory obligations, and evaluating the services provided by the rooms division. The front of house area's importance, planning and management aspects, and key operational issues, including skills gaps, technological advancements, employee issues, and overbooking, are also examined. The report further discusses yield management activities, revenue-generating techniques, and forecasting methods, along with performance indicators like average room rates and occupancy percentages. The study concludes by emphasizing the significance of implementing appropriate management strategies to enhance customer satisfaction and achieve a competitive advantage in the hospitality industry.

Rooms Division
Operations Management
(RDOM)

INTRODUCTION
Room division operation management (RDOM) is one of the main area in a reputed star
hotel where these services states the overall structure of enterprise. This is a service which
organizes effectively room divisions and operations management to deliver enhanced services to
guests. In this report services offered by The Beaumont Grand luxury hotel in UK and impact of
its contemporary management is discussed (Anderson and Xie, 2010). In addition to this
performance of accommodation services the techniques used to measure occupancy, room
revenue and room services are also being discussed. These activities are all aimed at providing
satisfaction to customers by rendering better services to them. The rooms division in the
management of Beaumont Hotel operations and the way these are deployed by the administration
are also examined in this project.
TASK 1
1.1
Almost all hospitality industries and companies have some similarities in common and to
discuss the accommodation and front office services for different organizations two hotels are
chosen one is Intercontinental Hotel Groups and the other is The Beaumont Hotel both located in
UK. The Beaumont Grand Luxury Hotel is a Five star hospitality organization in London. The
accommodation and front office services provides ultimate luxuries and refined services to their
customers. It has 73 rooms and suites with amenities like minibar, in room safe etc. Also
provides several services like laundry service, spa, fitness center, transportation, food and
beverages. Intercontinental Hotel Groups(IHG) is an international hotel joint that has a goal and
aims at creating great hotels that which the guests love. It has more than 650000 rooms and
restaurants that serve Indian, Asian and continental cuisines (Assaf, Barros and Josiassen, 2010).
The star hotels provides upgraded stylish guest accommodation facilities and extra amenities
with several other services. The front office services gives limited hours of service by providing
awareness and information of room services.
1.2
There are many roles and responsibilities of staffs in front office and accommodation
sector in a hotel which differs from one another according to the size, structure and standards of
an organization. Some of the common duties and functions of some positions in the division are
as follows:
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Accommodation sector in The Beaumont Hotel where the purpose of this segment is to render
customers or guests with a comfortable and relaxed stay in the hotel. It requires level of room
occupancy and amenities provided in it. Reception services includes Front office, cash, night
auditors, bell services etc. They provide information to customers, solving queries and problems
faced by them in room or any part of the hotel. Front office department is the second most
significant area in The Beaumont Hotel (Assaf and Agbola, 2011). They also maintains
customer satisfaction levels, meets targets and fulfil guest needs. Providing 24 hours service for
food and beverages is the main role played by front office staff in a hotel. Also it provides
personalized accommodation services to customers which are the main role and responsibilities
of hotel staff.
1.3
Legal and statutory obligations provides all the comfort services which are necessary for
the guests of The Beaumont Hotel. It meets the quality standards relating to physical facilities,
hospitality services and cleanliness. These requirements involves common applicable rules like
daily maintenance of room, premises of hotel, formation of services in rooms and ensuring good
standards. These legal and statutory requirements also includes responsibility of ensuring safety
of guests present in the hotel and maintain strict privacy of customers residing in the company.
The regulations concentrates on cleanliness and its day-to-day care. Employees must be trained
well to meet these rules and regulations of their work area so that they can instruct and highlight
usage methods, protection and storage (Batun and et.al., 2011). For improving management of
the hotel implementation of contract facility which involves managing contracts and franchise
can be adopted. The more luxuries provided by The Beaumont Hotel paves way for huge amount
of revenue generation where it supplies accurate statistical data to several stakeholders.
1.4
As the hospitality industry is developing rapidly due to the increased customer needs and
wants it renders luxury accommodation at a low cost thereby replacing the old concept of
providing food and shelter to the guests. The rules and regulations regarding the separation of
rooms incorporated within the hotel is monitored and controlled by the Rooms division
management. The stay of guests must be under different rules which are set by The Beaumont
Hotel. Room division services provided by The Beaumont Hotel offers wide range of service to
their guests such as excellent level of comfort, quality, greetings, luxuries and many other extra
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facilities with amenities. They also have excellent division of rooms where it offers child care,
food and beverage services, cosmetic, branded bath products to its customers. Other than all
these The Beaumont Hotel also provide facilities like minibar, spa, health, fitness, pools etc
(Cardoen, Demeulemeester and Beliën, 2010). Other added services and areas of the hotel
includes Upholstered chairs, couch facilities in the lobby etc.
TASK 2
2.1
The Front of house area to effective management is an important part of hospitality as it
includes guest service, dining rooms, bar, accommodation etc. They are responsible for guest
welcoming, generating good picture about the organization as it directly deals customers and
generates revenue. The Beaumont Hotel's success lies in Front office area's significant role. This
comprises all sections and departments of hotel like restaurant, food, beverages, housekeeping
etc. All the activities and functions of the front of house area should be planned in a proper
manner for direct interaction with the guests and customers. This section shows a major
representation of customers and gives effective connection between hotel and guests by
rendering high satisfaction experience to customers. Efficient front end services makes a positive
impression in the customer's mind by rendering quality services and maintaining cultural status
of The Beaumont Hotel. Customer service and satisfaction can be increased by adding additional
facilities like cab, travel bookings, query handling and sightseeing planning which all will
enhance excellent guest experience.
2.2
Aspects of planning and management of front of house for hospitality operations involves
improvement in the working of employees. It ensures better guest interaction at a high efficiency
level processes and system of front end. The staff of this particular department should be
properly trained and must ensure all operation functions to the fully deployed as they have direct
involvement with the guests (Anderson and Xie, 2010). They also coordinates the activities and
functions of other departments of the hotel to ensure efficiency. It supervises operational actions
by use of proper strategies which will help them in regular monitoring of functions thereby
improving performance of divisional employees. This department determines the design,
cleanliness and ambience of hotel environment which may include effective planning for
lighting, colour, music, flowers, regular maintenance of hotel premises, inspection of rooms,
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floor cleaning etc. Impressive reservation system assures updated check in check out of
customers or guests which is an integral responsibilities of hospitality services (Assaf, Barros
and Josiassen, 2010). It ensures effective sales and guest complaint management through a
computerized reservation system with efficient managing of customer services.
2.3
There are several issues involved in the management of effective business and its
performance which are as follows;
Skills and knowledge- Staff lacking knowledge, skills and information regarding the
work during customer interaction such as barriers in language and performance will leave a
negative impression in the mind of guests. This inadequacy may lead to lose client with a bad
picture of the hotel.
Technological issue- Advancement in technology have a great impact on the hospitality
industry, where customers or guests books their rooms, suits or services directly through website
of the hotel (Assaf and Agbola, 2011). To avoid mistakes in booking of rooms by customers and
staffs it is required to have a proper advanced technological implementation in the hotel and
website.
Employee issues- Staffs need to work for long hours as the operations runs continuously
24*7 which may affect the workforce making them tired and restless.
Overbooking- Taking more bookings and reservations than the actual capacity of
accommodation by the hotel may lead to customer dissatisfaction and negative impressions.
TASK 3
Covered in ppt.
TASK 4
4.1
To sell the right product to right customers and increase revenue The Beaumont Hotel
should follow some yield or revenue management activities. Better planned pricing strategy with
proper managing of room occupancy at right prices helps a firm in achieving a high profit.
(Dobrzykowski and et.al., 2014). The activities that Beaumont should implement to attain
occupancy level and revenues are:
 Pricing of the rooms according to the customer demand
 Booking services for group rooms
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 High price in seasons and medium prices in off seasons
 Providing offers while booking suits with extra facilities according to client
requirements
Price bundling- Offering a bunch at the price of any one of the clubbed products like
buffet meals and recreational facilities which the client has booked.
Individual based variable pricing- To maximise revenues charging prices according to
the capacity of individuals after judging their potential can be useful.
4.2
A number of techniques can be adopted by The Beaumont Hotel to increase sales like
increasing the facilities for the customers, ensuring customer grabbing functions etc (Guerriero
and Guido, 2011). To promote and maximize revenue along with sales potential of The
Beaumont Hotel can be attained by implementing following methods:
 Developing more services or products which can entertain and satisfy customers
will help in retention of clients due to the satisfaction gained and also increases
room occupancy by rise in sales through winning guests.
 An integrated pricing strategy should be followed which can force out demand of
hotel and its rooms.
 Rendering attractive packages and sales technique will assist the firm in selling
the products or services which has low rate of sale.
 Using latest software and technologies to attain information will aid hotel in
shaping operations and services at its best to meet the guests requirements.
4.3
Forecasting techniques like advanced, combined and historical room booking can be
used by The Beaumont Hotel to predict sales and revenue. Sales of Beaumont can be increased
by prior estimation of demand and revenue which will also eliminate chance of cancellation by
guests. Statistical data can be used for successful accommodation sales which may include
occupancy of room and double occupancy percentage (Hu and et.al., 2010). These data are
stored in the internal system of The Beaumont Hotel which includes past performances of firm.
Both these activities are done on the basis of historical data or information with a purpose of
analysing future outcomes of room division.
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4.4
Rooms division performance is calculated using indicators like average room rates, sleep
rate, and sleeper occupancy rates (Liberatore and Luo, 2010). All these determines the execution
on the basis of total number of rooms available and sold. These indexes provides a huge role in
revenue generation.
Average daily room rate = Total rooms revenue / total sold rooms
Percentage of occupancy- Total rooms occupied / total rooms available
Double occupancy percentage- Total number of guests – number of occupied rooms /
number of double occupied rooms.
CONCLUSION
From this report on Rooms division Operations management it can be concluded that
these services have a significant role in hospitality industry. Appropriate management strategies
needs to implemented by The Beaumont Hotel to evaluate its performance and provide better
improved services to customers. These strategies helps in gaining customer satisfaction and
competitive advantage in the economy. The report also discussed various aspects of division of
rooms, legal, legislative and regulatory requirements regarding room in the hotel. It also
examines the roles and responsibilities of accommodation and font office services of The
Beaumont Hotel are also been studied in this assignment.
REFERENCES
Books and Journals
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revenue management. Cornell Hospitality Quarterly, 51(1), pp.53-67.
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