Holiday Inn Liverpool: Operations, Vision, and Market Development

This report provides an overview of Holiday Inn Liverpool, focusing on its organizational goals, vision, core values, and past, present, and future operations. It highlights the company's aim to maximize hotel revenue, achieve high customer satisfaction, and boost food and beverage revenue. The report discusses Holiday Inn's past operations, including technological innovations and loyalty programs, and explores future strategies for market and product development, such as rewarding guest loyalty and creating packaging deals. It also addresses present operational challenges like changing guest expectations and data security, emphasizing the importance of leveraging technology and maintaining data security. The company's CSR activities, focusing on environmental sustainability and community support, are also discussed, showcasing their positive impact on the business and the environment. The report concludes by emphasizing the importance of business strategies in generating income and expanding market share within the hospitality industry. Desklib provides a platform to explore similar assignments and past papers for students.

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The hospitality industry is wide category which
involves the services such as food and drink services,
travel & tourism, lodging, event planning. The hospitality
industry involves restaurants, bars, hotels and tourism
agencies (Aureli and et.al.,2017). The hospitality industry
focuses on creating and positive customer experience is
maintained and customer retention through which it
maximises the long-term profitability and creates brand
image. For the report Holiday inn Liverpool is considered
in which it covers the overview, visions and core values of
hotel. Further it will discuss past operations, present
operations and future operations.
 The goal of Holiday inn Liverpool is to attain greater
maximum hotel revenue through renting rooms to
guests.
 To attain maximum hotel profits by minimising costs
through training worker, reducing of utility bill by
turning down air conditioning and heating in
unoccupied rooms in holiday inn Liverpool.
 To attain high customer satisfaction by offering them
better quality services, and having of quality control
methods, employee training & monitoring (Cowan
and et.al., 2018).
 The objective of Holiday Inn Liverpool is to boost
food and beverage revenue by 20% in next 2 years.
This is generated on the number of customers serve
each day and average price per order.
 The goal of Holiday Inn Liverpool is to provide
customized services and cleanliness for attracting
customers by taking use of advance technology which
helps in grabbing more attention and make them feel
comfortable to guests.
Hospitality industry- Holiday Inn Liverpool
INTRODUCTION Goals of organisation Organisation vision and its
values
The vision of Holiday Inn Liverpool is to
create difference in individu8al lives by
having together working in delivering
commitment, personalised services and
Superior hospitality product by upholding
strong moral system and actively
participating in community. It wants to best
hotel in Dubai. The Holiday Inn core values
involves delivering quality, supporting
community, growing profitability, living
integrity and having fun. All this helps in
accomplishing vision of the holiday inn so
that sales and profitability. The company
visions to provide services which travelers
need and to offer comfortable atmosphere
where all people can relax and enjoy
amenities such as swimming pools,
comfortable lounges etc.
The selected organisation is Holiday Inn Liverpool
which is American chain of hotels based and brand of
Intercontinental Hotel group. This hotel was incorporated
in 1952 founded by Kemmons Wilson. This hotel has 1173
active hotels with 21,4000 rentable rooms. The company
offers comfortable, contemporary city centre guest rooms,
conference facilities and dinning. This provides the
amenities involving restaurant, cafe, bar and gym plus
meeting space, parking and breakfast, free WI-FI.
Overview of selected organisation

Past operations
To attain the company vision, holiday inn created in 1952 a brand of
affordable hotel where families can enjoy consistently clean & friendly
environment. In 1965 it to technological innovation for its expansion,
contracting IBM to design and implement chain Holidex system. In 1983 it
introduces priority club rewards loyalty programme (Ro and et.al.,2020). By
1993 it become the largest hotel brand in world with 365,000 rooms and offered
the guests services of online booking. In 2007 this brand announces $ 1 billion
where hotel owners refurbished interiors, furnished rooms with new bedding
and raised customer service standards. All such past operation of Holiday Inn
Liverpool helped in achieving the company vision which helped in attaining
large base of guests by making them feel comfortable.
Present operations
The market development is related to developing of existing market rather
than the looking for new market where company will target to new buyers regarding
product to different segments of consumers for increasing its sales whereas product
development is process of modifying the product and offering to audience by
designing updating and marketing. In context to Holiday inn hotel will the use of
several strategies for developing product and market in future operations. To
develop market, it will offer reward guest loyalty, partnering with local business,
leveraging technology in to better market hotel, evolving hotel operations on guest
feedbacks. The product can be developed better by exploring customer goals and
needs, creating packaging deals, offering trail, increase of product value (Sann and
et.al.,2020).
Future operations for market and product development
 Aureli and et.al.,2017. Online Reputation
Monitoring: An exploratory study on italian hotel
managers’ practices. International Journal of
Hospitality & Tourism Administration, 18(1),
pp.84-109.
 Cowan and et.al., 2018. How CSR reputation,
sustainability signals, and country-of-origin
sustainability reputation contribute to corporate
brand performance: An exploratory
study. Journal of business research.
 Ro and et.al.,2020. Gay and lesbian customers’
perceived discrimination and identity
management. International Journal of Hospitality
Management, 84, p.102319.
 Sakdiyakorn and et.al.,2021. Understanding
Generation Z through collective consciousness:
Impacts for hospitality work and
employment. International Journal of Hospitality
Management, 94, p.102822.
 Sann and et.al.,2020. Do expectations towards
Thai hospitality differ? The views of English vs
Chinese speaking travelers. International Journal
of Culture, Tourism and Hospitality Research.
The holiday inn Liverpool practices several operations which puts an impact on
the company growth. The current operations are value delivery which is offered to
customer. The show of value from the starting of relationship helps in securing future
loyalty along with improves company image through word-of-mouth referrals which
leads to growth. The change in guest expectation is issue for Holiday Inn Liverpool as
customer demand for more amenities such as entertainment systems, unique stay
experience, check-in & check-out services. And due to Pandemic customers expects to
contactless hotel services for ensuring stay safe. This can be provided by taking use of
right technology and deploying of self-service portal along with keeping update with
latest hotel industry trends (Sakdiyakorn and et.al.,2021). The data security challenge is
one in hotel where there are chances of data leaks & virus attacks. For this Holiday Inn
can take use of data storge to secure data properly and establishing secure hotel
technology to prevent from data leaks. the company CSR activity is responsible
business aby caring for environment & communities by doing things in right way which
creates “Great hotels Guests Love”. This puts n positive impact on the business and
environment and offer sustainable value. The other CSR activity which is practiced by
Holiday Inn Liverpool is from using less energy and conserving water for reducing
waste which minimises impact on local environment and ensures surrounding are
preserved for everyone to enjoy.
CONCLUSION
It has been determined
that hospitality refers to the
relationship that exists
between a visitor and a hotel
employee. Every business in
the hotel industry focuses on
developing a business
strategy that will help them
generate more income and
expand their market share.
References