The Importance of Business Communication: Four Seasons Hotel Proposal

This report presents a business communication proposal focused on enhancing the productivity and profitability of the Four Seasons Hotel in Australia. It begins with an executive summary and a table of contents, followed by an introduction that highlights the importance of business communicatio...Read More

Running head: BUSINESS COMMUNICATION
Business communication
Name of the Student
Name of the University
Author note

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Executive summary
The purpose of this proposal is to highlight the fact that for the 5 star hotel Four Seasons,
business communication can potentially be the most important tool to enhance their productivity
and profitability as a whole. It can also be seen in the proposal that in today’s market, business
communication has become an integral part of any type of business organization to grow and get
successful.

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Table of Contents
Introduction......................................................................................................................................3
Background......................................................................................................................................3
Context.............................................................................................................................................3
Proposal outline...............................................................................................................................4
Research questions.......................................................................................................................4
Literature review..........................................................................................................................4
Research Methodology................................................................................................................5
Sampling......................................................................................................................................5
Sample size..................................................................................................................................5
Questionnaire...............................................................................................................................5
Collection of information............................................................................................................6
Primary information.....................................................................................................................6
Secondary information.................................................................................................................6
Ethical Considerations.................................................................................................................6
Gantt chart.......................................................................................................................................7
Conclusion.......................................................................................................................................7
References and bibliography...........................................................................................................8
Appendices....................................................................................................................................10

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Introduction
This particular research proposal is majorly based on the effectiveness of Business
communication in the Hotel industry in the land of Australia. It is seen that nowadays hotel
industry is one of the most challenging business sectors in Australia and a renowned hotel of
Australia Four Season has set an example by climbing up the ladder of success using proper
business communication in the operations of the hotel (Torres, Singh & Robertson-Ring, 2015).
Background
Nowadays the market has become ever-changing and the demands of the market is
changing so rapidly that it is becoming tough for the management of the hotel to cope up with
the changing needs of the market where they operate their business. The major issues that this
hotel is dealing with are competitiveness and financial instability along with a bit of issues
regarding customer service of the hotel ("5-Star Hotels Sydney CBD | Four Seasons Hotel
Sydney, Australia", 2017). For these reasons recently the organization has lost the reputation it
acquired a decade back. Thus the main motto of the management of Four Seasons is to regain its
past glory and once again bounce back with the title of the best hotel in that region of Australia.
Context
Communicating is a skill that the people who are engaged in the hospitality industry must
possess. In recent times the demands of the market is changing rapidly and the staffs and the
management of these organizations under the hotel industry must adapt with this changing
scenario (Buhalis & Mamalakis, 2015). Thus the chief focus of this study is to highlight the fact

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that how the management of Four Seasons can upgrade their communicational skills and train
and develop the employees so that they can rare to embark on the journey to become successful
once again like before, using proper business communication tools (Tang, Wang & Tang, 2015).
Proposal outline
Research questions
Q1. Is business communication important for hotel Four Seasons?
Q2. How to apply business communication in hotel Four Seasons?
Q3. How can the management of any organization improve Business communication within the
organization?
Literature review
To answer the question that what can be the most important quality of a manager of a five
star restaurant, it can surely be said that communicating properly and proactively with the
employees of the organization, the suppliers and the customers of the organization. In short he
has to communicate with all the internal and external stakeholders of the organization. The
management has to ensure that all the employees of the organization are communicating well
between themselves and with the higher authority along with all the individuals who are directly
or indirectly related to the operations of that particular hotel (Šerić, Gil-Saura & Ruiz-Molina,
2014). According to the business experts of this hotel sector, failing to facilitate a strong
communication between the external and internal stakeholders can potentially harm the
productivity and profitability of the organization. Thus the management of hotel industry should

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stress on training and developing the employees regarding this issue along with listening to the
employees and others regarding the issues they might have been facing and try to resolve those
issues as soon as they can (Torres, Singh & Robertson-Ring, 2015). In this context, it can be
said that the employees can use mirror technique to effectively communicate with the customers.
For an example, they can follow the temperament of the customer and communicate accordingly,
that would reduce the chances of failing majorly.
Research Methodology
A market survey shall be done by the research scholar in order to evaluate the primary
information regarding the further proceedings of this research work. This primary information
shall be attained by surveying participating individuals like the customers of the hotel, the
employees from various levels of the hierarchy of that particular hotel.
Sampling
The necessary information regarding this research should be collected from the sources
revolving around the hotel industry and the researcher has to stress on collecting the information
that will be available to easily collect (Tang, Wang & Tang, 2015).
Sample size
Minimum 20 individuals shall be interviewed for data collection and they will be
interviewed by the research scholar.
Questionnaire
In this research study the questionnaire is a set of questions in a written form that
includes a series of four open ended questions along with the answers. These questions were
provided to the participants to give feedbacks.

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Collection of information
One of the most vital factors in this research work is collecting the genuine information
to help the research work. The research scholar has to gather information from various sources
and compile them in a way so that he can come to a certain conclusion at the end of the day.
These information are categorize into two parts, primary and secondary information.
Primary information
Primary information can surely be defined as collection of the original data. This
information can surely be attained by numerous ways like questionnaires, direct interviews and
via telephone and other electronic medium (Law, Buhalis & Cobanoglu, 2014).
Secondary information
Secondary information is collected by taking notes from various websites, journals and
articles. Secondary information majorly influences the research work.
Ethical Considerations
Ethical considerations comprise one of the most vital aspects of the research work. The
chief research wholly depends upon the ethical consideration. In absence of ethical
considerations the research work might get hampered (Buhalis & Mamalakis, 2015). Some of the
major ethical considerations are provided in this section;
1. The name of the participants of the research should remain anonymous.
2. The dignity of the research participants must be maintained.
3. The research scholar must attain the permission of the participants before asking them
any type of questions.
4. The researcher has to be honest while revealing the results.

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Gantt chart
Week 1 Week 2 Week 3 Week 4 Week 5
Choosing the
topic of the
research
Approval of
the topic
Initiating the
research work
Execution of
the plan
Result and
evaluation of
the research
work
Gantt chart
Conclusion
Thus to conclude, it can be said that business communication is a major aspect of running
any kind of business successfully and especially in the case of hotel industry, communication is
the most important thing that can potentially help an organization to reach its full potential. In
this research work, it is seen that if the management of Four Seasons stress on the matter of
business communication they can easily climb the ladder of success in no time and once again
establish themselves as one of the major 5 star hotels in the market of Australia.

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References and bibliography
Buhalis, D., & Mamalakis, E. (2015). Social media return on investment and performance
evaluation in the hotel industry context. In Information and Communication Technologies
in Tourism 2015 (pp. 241-253). Springer, Cham.
Jani, D., & Han, H. (2014). Personality, satisfaction, image, ambience, and loyalty: Testing their
relationships in the hotel industry. International Journal of Hospitality Management, 37,
11-20.
Law, R., Buhalis, D., & Cobanoglu, C. (2014). Progress on information and communication
technologies in hospitality and tourism. International Journal of Contemporary
Hospitality Management, 26(5), 727-750.
Liat, C. B., Mansori, S., & Huei, C. T. (2014). The associations between service quality,
corporate image, customer satisfaction, and loyalty: Evidence from the Malaysian hotel
industry. Journal of Hospitality Marketing & Management, 23(3), 314-326.
Pereira-Moliner, J., Font, X., Tarí, J. J., Molina-Azorin, J. F., Lopez-Gamero, M. D., & Pertusa-
Ortega, E. M. (2015). The Holy Grail: Environmental management, competitive
advantage and business performance in the Spanish hotel industry. International Journal
of Contemporary Hospitality Management, 27(5), 714-738.
Šerić, M., Gil-Saura, I., & Ruiz-Molina, M. E. (2014). How can integrated marketing
communications and advanced technology influence the creation of customer-based
brand equity? Evidence from the hospitality industry. International Journal of Hospitality
Management, 39, 144-156.

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Tahir, I. M., & Monil, M. (2015). PRELIMINARY STUDY OF EMOTIONAL
INTELLIGENCE AND COMMUNICATION SATISFACTION ON JOB
PERFORMANCE: A STUDY ON MALAYSIAN HOTEL INDUSTRY. Journal of
Human Capital Development (JHCD), 8(2), 75-82.
Tang, T. W., Wang, M. C. H., & Tang, Y. Y. (2015). Developing service innovation capability in
the hotel industry. Service Business, 9(1), 97-113.
Torres, E. N., Singh, D., & Robertson-Ring, A. (2015). Consumer reviews and the creation of
booking transaction value: Lessons from the hotel industry. International Journal of
Hospitality Management, 50, 77-83.
5-Star Hotels Sydney CBD | Four Seasons Hotel Sydney, Australia. (2017). Fourseasons.com. Retrieved
11 November 2017, from https://www.fourseasons.com/sydney/

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Appendices
Q1. Does business communication really matter?
Ans. Yes definitely I guess.
Q2. Have you experienced any kind of improvements after putting in stress on business
communication?
Ans. Yes, actually our organization has experienced a net 4% increase in the profitability.
Q3. How do you think the management is trying to enhance the reputation of the organization?
Ans. I guess by putting in stress on the aspect of business communication.
Q4. Are you satisfied with the level of communication among the coworkers?
Ans. Yes, nowadays the situation has changed a lot and for good only, and we are content at the
moment.