Hospitality Management Report: Courtyard London Hotel, UK Analysis

This report provides a comprehensive analysis of the Courtyard London hotel, focusing on its hospitality management practices. Part 1 examines key components of a specific guest room, including the whirlpool tub, mini-refrigerators/microwaves, high-speed internet, and room decorations, highlighting their contribution to sales and profit. The report also suggests market segments like swimming pool recreational activities and security to enhance the room's appeal. Part 2 delves into buyer behavior, identifying personal and social factors influencing customer choices. Part 3 outlines internal and external merchandising strategies, and appropriate advertising media for different hotel services, including social media promotions and email marketing. The report concludes with a discussion of the advantages of social media in attracting customers and advertising strategies for various services.

Running head: HOSPITALITY MANAGEMENT
HOSPITALITY MANAGEMENT
Name of the Student
Name of the University
Author Note

1HOSPITALITY MANAGEMENT
PART 1 A
In this section, the chosen tourism organization is Courtyard in London called
Marriott. This is one of the hotels in the United Kingdom selected in this case as the tourism
organization. The hotel has so many rooms which provide accommodation services for the
customers. The hotel has about 85rooms within the 5 floors of the hotel building (Marriott
International 2019). The product from this hotel is the larger guest located at the strategic
place of the hotel. This room is considered as the product of discussion in this section
because it has unique characteristics and features which differentiate it from all other rooms
in the hotel. The four key components of the in the room include the presence of the whirlhub
tub, the mini-refrigerators/microwaves, high-speed internet access, and well decorations both
on walls and design of the room. This is one of the largest rooms in this hotel having the in-
house whirlpool tub (Marriott International, 2019 p.1). This is the self-contained jetted type
of the tub that offers the relaxation zone and message of the tired muscles. This is one of the
unique features of this larger guest room. Besides, the room is installed with some mini-
refrigerators used by the customer to preserve their drinks and other fast foods. Moreover, the
room has microwaves used by the customers to warm their food especially when they have
interests in the warm food substances. Above all, the room is connected with high-speed
internet access enabling the customers to have better access to social media and the internet.
The internet access is one of the features making this room to be unique from other rooms
because it attracts so many tourists. The room is well designed by the use of the modern
technology of designing modern houses.
PART 1 B
The four key components discussed in part 1 A contribute so much to the sales and
profit of the hotel. The presence of the whirlhub tub, the mini-refrigerators/microwaves, high-

2HOSPITALITY MANAGEMENT
speed internet access, and decorations both on the walls of the hotel attracted a lot of visitors
to the hotel. The room with these four key components is considered as VIP and the cost of
the booking is high. Nevertheless, most of the guests book it regardless of the cost of the
booking. This room has maximized the profits gained by the hotel because VIP guests pay a
lot of money to book this room. Moreover, the room has been important for the hotel because
it has increased the sale of food products and services of the hotel. The guests who miss an
opportunity to book the hotel, they use the other rooms within the hotel. This room is used as
a factor to attract the guests into the hotel. It used for marketing other rooms in the hotel and
increasing the sales of the hotel. This hotel has achieved maximum profit because many
guests have turned up to book for this room with these four components. The high internet
connection has been the main factor in attracting young guests who like browsing and having
fun in social media (Ladkin and Buhalis, 2016 p.327).
PART 1 C
The best market segment for the large guests' room in this hotel is the inclusion of
swimming pool reactional activities. These market segments are so important because many
of the guests like having fun in the swimming pool. This will make many more guests to
book for the room. I think through the addition of these two segments in this room will
increase the number of guests booking the hotel each day. This means that the room will not
skip a day without being booked by the guests. This will one way of maximizing the sales of
the hotel because the more the guests striving to enjoy the services in the room, the more
sales the hotel offer to them. In the end, the hotel will have guests occupying the room each
day and their daily sales to those guests. The security should be so strong in this room and the
entire hotel because many of the guests like to visit the area with security. This is another key
market segment that should be considered in this hotel to make sure that guests are safe
within the hotel. Moreover, there should be an addition of the guiders within the room and in

3HOSPITALITY MANAGEMENT
the hotel in general. The fact that most of the guests in this room are not familiar with the
hotel and its entire environment, there should be people employed for the guidance of guests
within the hotel. The personnel employed to guide the guests should be a master of many
languages because not all guests speak a common language like English. Some guests speak
only Germany or French and therefore, there should be different room and hotel guiders well
conversant with most of the world commonly spoken languages. The guides should be fluent
in their languages to make sure that they communicate with the guests effectively. These
market segments contribute to the increased number of guests leading to the maximization of
the sales (Kao, Tsaur and Wu, 2016 p.98).
Part 2 D
Buyer behavior can be termed as the study or approach towards the selection of a
particular product or service along with the analyzing of it. It involves the decision making
processes that are performed by the people towards acquiring or selecting a particular product
or service out of all the possible alternatives of those product or service that are available in
the market. In the context of Courtyard London, the buyer behavior involves the kind of
rooms that are provided by the hotel management or kind of foods and drinks that are
provided to the people who come to stay there or visit just for casual dine in (Yeung,
Brookesand Altinay, 2016 p.1009). The two factors that influence the behavior of the
customers in Courtyard London can be classified as follows:
Personal Factors – It is one of the most important factors that influence the behavior
of the customers to avail the products and the services provided by Courtyard London. The
income level will be the first which will be regarded under this factor. Apart from the income
level, the type of occupation also affects the buying or purchasing behavior of the customers
in the overall hospitality sector (Song, Chung and Koo, 2015 p. 113).

4HOSPITALITY MANAGEMENT
Social Factors – Another important factor that influence the buyer behavior in
hospitality industry is the social factors, which includes roles and status of the people who
wants to avail the products and the services that are provided by the hotel of Courtyard
London. Mainly the people who possess a rich lifestyle and lives in the upper or elite class of
the society will prefer to stay there, though the casual dine in options can be availed by
middle class people also. Family and references also comes under this segment, where word
of mouth and status of the family also affects the buyer behavior of the customers (Yeung,
Brookes and Altinay, 2016 p.1010).
PART E
It can be noted that internal merchandising are used to increase the profit earning in
the hospitality sector along with proper and fast utilization of the market opportunities that
are available in the market where they are operating their business. Following list will
provide the list
Courtyard London
INTERNAL MERCHANDISING
MATERIALS LIST
EVALUATION & RECOMMENDATIONS
Guest directories This will provide in cross-selling of the different
products and services that are provide by this hotel
and can be maintained by keeping contacts with
most of the guests, mainly the guests with esteemed
profile, which will add value to the hotel.
Table Gent Cards They provide proper identification and need to be
written in proper language, font band colour so that
it can be easily understood by the guests

5HOSPITALITY MANAGEMENT
Menu List It will provide the wide range of delicacies that are
served by this hotel and need to be made innovative
which will help to attract the attention of the people
easily and efficiently
PART F
External merchandising can be termed as the procedures through which the products
are promoted in the market in order to attract the attention of most of the customers to avail
the products and services that are provided by Courtyard London, which are given as follows:
Courtyard London
EXTERNAL MERCHANDISING
MATERIALS LIST
INFLUENCE ON CUSTOMER
TURNOVER & RECOMMENDATIONS
Interior Decoration It helps to attract the attention of the customers
to avail their services and need to be changed at
regular intervals so that unique identity will be
maintained by this hotel
Restaurant Decor It helps to avail repeated customers in the
restaurants that are present in this hotel and
innovative designs need to be followed to
attract the people
Innovative Designs and Architectures
in Lobby
This will help to impress the guests on their
very first arrival, and need to be maintained
with unique ideas along with following the type
of architecture that are followed in the city of

6HOSPITALITY MANAGEMENT
London along with the region of England
Part 3 G
The most appropriate advertising media that will be selected for each of the selected
products to maximize sales are described as follows:
Product or Service Name Event Rooms Dine In Offers
Media Suggestion The event rooms along with
the facilities that are provided
by booking of these rooms,
like holding wedding
ceremonies and receptions,
seminars, business meets and
other services. The appropriate
social media will be the social
media platforms of the hotel,
where different people will be
able to follow the social media
pages and can view the
different offers and facilities
that will be provided by the
management of the hotel of
courtyard London. It will help
to circulate the news through
likes, follows and shares that
Innovativeness is one of the
most important way that
need to be followed by any
kind of hospitality business.
The same need to be
followed by Courtyard
London, which should be
circulated through e-mails
and messages to the guests
who are currently staying on
the hotel along with the
regular customers who visit
the restaurants on regular
basis. They will be
contacted from the guest
directories and the lists
maintained by the restaurant
management, so that it will

7HOSPITALITY MANAGEMENT
are available in different social
media platforms, and in turn,
increase the chances of earning
more revenues through more
footfalls in restaurants and
other kinds of services that are
provided by the hotel
management
help to enhance the
relationship between the
hotel management and
customers or guests. It can
be noted that maintaining
and sustaining the
relationship with the
customers affects a lot to the
organizations or business
entities who are associated
with hospitality industry.
Justification It can be stated that most
number of people around the
world uses different kinds of
social media platforms, so it
will be the best way to attract
them and invite them to avail
their wide array of products
and services
The customers will be able
to know about the latest
offers and new innovative
delicacies in the menu list
that available in both food
and drinks. The people can
also pass on the news to
other people, who can avail
their products and services
for the very first time. This
will help to include new
people of the list of
customers or guests, which
will add value to the

8HOSPITALITY MANAGEMENT
business operations that are
performed by Courtyard
London
PART H
The advantages of social media promotions will help to attract most number of people
as it has been stated earlier that different social media platforms are used by most percentage
of people around the world (Rosman and Stuhura 2013 p.18). But at the same time, it will
miss the section of people who do not uses any social media platforms but possess the ability
to avail the products and services provided by Courtyard London. Coming to the usage of e-
mails, it helps to offer an official announcement as well as offer to the guests who want to
visit the hotel in London. Proper documentation can be followed by sending the offers
through e-mails, while messages also will have a proper and official documentation. But,
people who do not uses smartphones will be missed from conveying the offers. Also, the
messages may not get delivered sometimes due to network problems, which will also be
added as a disadvantage for the management of Courtyard London (Schuckert, Liu and Law
2015 p.608).
Part 4 I
It has been found by researches and studies that design, layout and operational
functioning influence a lot the sales revenue. The design helps to attract people from different
parts of the world, and there are people who select a particular hotel only through its design.
The layout also provides and allocates area for the particular services or products that are
served to the customers by the management of the hotel. Number of rooms to stay, to hold
events, number of banquets, number of swimming pools number or the number of restaurants

9HOSPITALITY MANAGEMENT
along with the area specified for garage or car parking depends on the design of a hotel like
Courtyard London. The operational functioning of a hotel depends on the prompt services
that are provided through the products that are includes the rooms, swimming pool,
restaurants, lobbies and others. Efficient and effective services ensures the customer
satisfaction and helps to add the value in the services provided by the employees of the hotel
like Courtyard London as well as rise in the revenue earning of the hotel (Olsen Tvedebrink,
Fisker and Kirkegaard, 2013 p.189).
Coming to the design and layout of Courtyard London, it offers one of the most
modern layouts along with the state-of-the-art-technology that are implemented throughout
the layout of the hotel premises. There are 85 rooms and 35 suites along with 3 meeting
rooms, which are different from each other. The hotel consists of 5 floors, which includes all
the rooms mentioned along with swimming pool and restaurant, fitness and recreation area
and separate picnic area, which are very much different from each other. The rooms that are
present in all the floors also possess different décor, so that each and every guest will feel
different and will become repeated customers or guests, which will help the management of
Courtyard London to increase their revenue. The innovative design will help to attract more
people from the market and will provide a competitive advantage over the rival hotels in the
number games in the context of sales revenue (Pecotić, Bazdin and Samardžija, 2014 p.10).
At last, the operational functioning depends on the quality of the services that are
provided through all kind of products and services that are provided in Courtyard London. It
starts with welcoming the guests and continues till saying them goodbye. It has been
discussed earlier that hospitality is one of the closely competed business sector, and type of
quality of service that are provided to the customers will ensure to greet them again as
repeated customers or guests. The quality of foods and drinks need to be of good quality and
innovative ideas need to be followed and implemented at regular intervals, which will show

10HOSPITALITY MANAGEMENT
the effectiveness of the operational functioning of Courtyard London (Law, Buhalis and
Cobanoglu, 2014 p.727).

11HOSPITALITY MANAGEMENT
Part 5 J
The Marriott courtyard uses the person-to-person selling technique. They sell their
products face to face with their customers. They normally use people to sell the products and
services to the customers in the hotel. They have been using this method for a long time ago.
The use of the personal selling approach in which the seller interacts with the customers, they
have been able to build a relationship with the guests. However, this should be improved by
including personal selling online. I think the online personal selling approach will increase
the number of customers reached each day. Yet, there can be vital changes that can be made
through these individual selling systems used by the workers of Courtyard London. One of
them has just been examined before, and that is the use of online selling of hotel goods and
services. Personalized selling can likewise be made through the use of web-based social
networking platforms by the showcasing individuals, fundamentally to chosen visitors or
clients who are customary guests right now. Some of the guests may not be able to visit the
hotel, but they may need to buy some of the services from the hotel. In this case, they will get
in touch with the person selling online to provide the services. The person-on-person selling
method used in the Marriott courtyard is performed by an online specific individual who
understands online selling well. This strategy makes the selling of various types of items to
the visitors or clients who visit the lodging exceptionally quick and proficient. This can be
performed on the registration areas alongside the administrations that are accessible inside the
inn premises (Dzhandzhugazova et al, 2016 p.10387).
PART K
The professional training program should be used in this hotel to make sure that those
who serve the guests understand how to do it professionally. In this training, two principles
should be emphasized. The first one is communication principles. Those trained should be

12HOSPITALITY MANAGEMENT
taught how to communicate with the customers professionally especially when selling those
services and goods either face to face or online. The second principle that should be covered
in this professional training program is the integrity principle. The trainee should be taught
how to practice a high level of integrity when interacting with the customers either when
selling them goods and services or guiding them. A Professional training program is required
to execute the previously mentioned procedures into salesforce. Sales personals of the hotel
should be trailed by the sales representatives of Courtyard London to enhance the effective
selling of the items of the hotel. Personal sellers will assist with passing on the wide
contributions of this lodging to satisfy the needs of the clients. Moreover, easy access should
be organized for each representative individual who work for the Courtyard London. This
will help in having fast communication and consultations, especially when assisting clients
and guests in the hotel (KULAR, 2017 p.2).

13HOSPITALITY MANAGEMENT
References
Dzhandzhugazova, E.A., Blinova, E.A., Orlova, L.N. and Romanova, M.M., 2016.
Innovations in hospitality industry. International Journal of Environmental and
Science Education, 11(17), pp.10387-10400.
Kao, C.Y., Tsaur, S.H. and Wu, T.C.E., 2016. Organizational culture on customer delight in
the hospitality industry. International Journal of Hospitality Management, 56, pp.98-
108.
KULAR, N.K., 2017. CREATING MEMORABLE CONSUMER EXPERIENCES:
INSIGHTS FROM THE HOSPITALITY AND TOURISM INDUSTRY. Hospitality
Marketing and Consumer Behavior: Creating Memorable Experiences, p.2.
Ladkin, A. and Buhalis, D., 2016. Online and social media recruitment: Hospitality employer
and prospective employee considerations. International Journal of Contemporary
Hospitality Management, 28(2), pp.327-345.
Law, R., Buhalis, D. and Cobanoglu, C., 2014. Progress on information and communication
technologies in hospitality and tourism. International Journal of Contemporary
Hospitality Management, 26(5), pp.727-750.
Marriott International. (2019). Courtyard London. [online] Available at:
https://www.marriott.com/hotels/fact-sheet/travel/yxucy-courtyard-london/ [Accessed
15 Oct. 2019].
Olsen Tvedebrink, T.D., Fisker, A.M. and Kirkegaard, P.H., 2013. Architectural theatricality:
A food design perspective in hospitality studies. Hospitality & Society, 3(3), pp.189-
210.

14HOSPITALITY MANAGEMENT
Pecotić, M., Bazdin, V. and Samardžija, J., 2014. Interior design in restaurants as a factor
influencing customer satisfaction. RIThink, 4, pp.10-14.
Rosman, R. and Stuhura, K., 2013. The implications of social media on customer relationship
management and the hospitality industry. Journal of Management Policy and
Practice, 14(3), pp.18-26.
Schuckert, M., Liu, X. and Law, R., 2015. Hospitality and tourism online reviews: Recent
trends and future directions. Journal of Travel & Tourism Marketing, 32(5), pp.608-
621.
Song, H.G., Chung, N. and Koo, C., 2015, July. Impulsive Buying Behavior of Restaurant
Products in Social Commerce: A Role of Serendipity and Scarcity Message.
In PACIS (p. 113).
Yeung, R.M., Brookes, M. and Altinay, L., 2016. The hospitality franchise purchase decision
making process. International Journal of Contemporary Hospitality
Management, 28(5), pp.1009-1025.