Hospitality Services: Sector Characteristics & Role Competencies

This report provides an analysis of various hospitality sectors, including accommodation (hotels like Sofitel Wellington, VR Queen Street Auckland, City Lodge Auckland, Oaktree Motel, and Rayland Epsom Motel) and restaurants/bars/cafés (The French Café, The Verona Café, Family Bar and Club, and Mehfil Indian Restaurant). It examines the target markets and customer groups for each establishment, detailing geographic, demographic, and psychographic segmentation. Additionally, the report outlines the organizational structure of accommodations, highlighting the roles of the General Manager, Food and Beverage Manager, House Manager, and other operational staff. The analysis covers facilities, services, and customer profiles for each business, providing a comprehensive overview of the hospitality industry. Desklib provides a platform to access this and many other solved assignments contributed by students.

Running head: HOSPITALITY MANAGEMENT
HOSPITALITY MANAGEMENT
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Task 1:
Accommodation:
Hotel Sofitel Wellington: 11 Bolton Street, 6011 Wellington
 Telephone: [phone] (sofitel-wellington.com, 2018)
 Email: [e-mail]
Sofitel Wellington is a luxurious accommodation hotel which is inspired by the
amalgamation of the local culture and the French art de vivre.
It provides luxurious accommodation in well decorated suites and guest rooms with
luxurious and flamboyant decorations featuring gold and bronze tones.
Facilities:
 Luxury Accommodation
 Dining
 Sunday Brunch.
Services:
 Special themed cake for special occasions
 French culinary

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 French themed conference rooms and event management
 WIFI and centralized air-conditioning.
Target market:
Geographic Segmentation: It is located close to the main attractions and market of
Wellington. Moreover, its quick access to nearby amenities draws customers who are
frequent travellers either for business or for holidays.
Demographic Segmentation: Hotel Sofitel Wellington targets the customers who belong to
the relatively upper class of the society. They draw customers who are inclined towards
luxurious lifestyle and are ready to bear high expenses for the best quality living.
Psychographic Segmentation: Hotel Sofitel appeals to the upper class of the society who
might believe in maintaining their class hierarchy by spending in accommodation in
luxurious suites and the finest services.
Customer groups:
 Business travellers
 Tourists
 Travellers in the age group of 30 to 60
 Travellers belonging to the upper class of the society

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VR Queen Street Auckland: 401 Queen Street, Auckland 1010, New Zealand.
 Telephone: [phone]
(vrhotels.co.nz, 2018)
 Email: [e-mail]
VR Queen Street is a 5 star hotel, on
Queen Street, which is well decorated with
contemporary styling and well equipped
modern rooms.
The hotel provides superior
accommodation in one Auckland’s best
location, at an affordable price.
Facilities:
 80 world class rooms, starting from Queen room, Deluxe King Room, Premiere King
Suite and other luxurious one and two bedrooms.
 The hotel also has a sophisticated restaurant for catering to the taste buds of the
guests.
Services:
 Modern Bathroom
 Centralized air-conditioning
 Complimentary WIFI service.
Target Market:
Geographic Segmentation: VR Queen Street is located close to the main attractions and
market of Auckland. Moreover, its quick access to nearby amenities such as airport and

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railway station draws customers who are frequent travellers either for business or for
holidays.
Demographic Segmentation: Hotel VR Queen Street targets the customers who belong to the
relatively upper class of the society. They draw customers who are inclined towards luxurious
lifestyle and are ready to bear high expenses for the best quality living.
Psychographic Segmentation: Hotel VR Queen Street appeals to the upper class of the society
who might believe in maintaining their class hierarchy by spending in accommodation in 5-
star suites and the finest services.
Customer Groups:
 High class business travellers
 Families spending holidays
 Customers belonging to the age group 30 to 60
City Lodge Auckland: 150 Vincent Street, Auckland City

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 Telephone: [phone]
 Email: [e-mail]
City Lodge Auckland is the
city’s one of the best backpacker hotels
providing budget accommodation for
travellers. (citylodge.co.nz, 2018)
Facilities:
 The City Lodge provides backpacker
themed rooms for the comfort of the
backpackers who love to travel and
seek adventure. It has changed the
concept of backpackers stay from dirty
dormitories and hostel rooms to
comfortable rooms with modern facilities at an affordable price.
Services:
 The City Lodge arranges variety of local tours and organises adventures for the
travelling backpackers.
 Complementary snacks
 Private bathrooms
 Electric heaters for the convenience of the travellers.
Target Market:
Geographic Segmentation: City Lodge Auckland is located close to the main attractions and
market of Auckland. Moreover, its quick access to nearby amenities such as airport and
railway station draws customers who are frequent travellers and backpackers for holidays.

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Demographic Segmentation: City Lodge Auckland targets the customers who belong to the
relatively middle class of the society. They draw customers who are inclined towards
adventurous lifestyle and search for affordable accommodation to sustain their travels and
adventure. The main customer base comprises of amateur travellers or travel bloggers.
Psychographic Segmentation: City Lodge Auckland appeals to the middle class tourists and
backpackers of the society who might believe in a suitable accommodation in an affordable
range. The different tour packages offered by the hotel are suitable for the hassle free
arrangements for the adventure loving travellers. The customers believe in travels more than
expensive accommodation.
Customer groups:
 Backpackers
 Adventure travellers
 Travellers belonging to the age group 20 to 50
 Travellers who seek cheap accommodation to sustain travel expenses
Oaktree Motel: 104 Great South Road, Epsom Auckland 1051.

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 Telephone: [phone] (oaktree.co.nz, 2018)
Oak Tree Motel is a 4 star executive hotel who offer a comfortable night’s stay for
travellers and corporates.
Facilities:
 Oak Tree Motel provides a number of accommodation options for travellers according
to their taste.
 These rooms are accompanied by a kitchenette and various other required amenities
for the use of the guests.
Services:
 The Oak Tree Motel offers free parking
 Disabled Access Rooms
 Dry Cleaning Service
 Free internet access
 Guest Laundry.
Target Market:
Geographic Segmentation: Oak Tree Motel is located close to the main attractions and market
of Auckland. Moreover, its quick access to nearby amenities such as airport and railway
station draws customers who are frequent travellers either for business or for holidays.
Demographic Segmentation: Oak Tree Motel targets the customers who belong to the
relatively upper class of the society. They draw customers who are inclined towards luxurious
lifestyle and are ready to bear high expenses for the best quality living.
Psychographic Segmentation: Oak Tree Motel appeals to the upper class of the society who
might believe in maintaining their class hierarchy by spending in accommodation in 4-star

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suites and the finest services. Moreover, the motel outlook of the hotel gives a feeling of
adventurous road side stay which can appeal to the adventure loving travellers.
Customer Groups:
 Business travellers
 Holiday Tourists
 Travellers belonging to the age group 30 to 60
 Travellers who love expensive accommodation
 Travellers belonging to the upper class society
Rayland Epsom Motel: 98, Great South Road, Newmarket, Auckland, New Zealand

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 Telephone: [phone] (raylandepsom.co.nz/, 2018)
 Email: [e-mail]
Located close to Auckland’s New Market area and other convenient locations, Rayland
Epsom is a traveller’s delight.
Facilities:
 16 comfortable rooms for catering to every customer’s comfort.
 Additional free parking
 Air conditioning and heat pumps
Services:
 High speed internet
 Laundry services
 Complimentary tea and coffee.
Target Market:
Geographic Segmentation: Rayland Epsom Motel is located close to the main attractions and
market of Auckland. Moreover, its quick access to nearby amenities such as airport and
railway station draws customers who are frequent travellers either for business or for
holidays.
Demographic Segmentation: Rayland Epsom Motel targets the customers belonging to all
classes of the society. They draw customers who are inclined towards a comfortable lifestyle
and seek a peaceful place as their resting place
Psychographic Segmentation: Rayland Epsom Motel appeals to the travellers or corporates
who believe in comfortable and relaxing stay. Moreover, the motel outlook of the hotel gives
a feeling of adventurous road side stay which can appeal to the adventure loving travellers.

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Customer Groups:
 Low budget travellers
 Travellers belonging to the age group 20 to 40
 Travellers who love to spend family holidays
Organizational Structure of Accommodation:

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The General Manager is highest level executive in an accommodation hospitality. The
responsibility of a general manager is to maintain the daily activities of the hotel and to look
after the supervision of the functioning of the different departments such as laundry,
housekeeping and food and beverage.
The second level of management staffs are known as Assistant Managers. The Food
and Beverage Manager and the House Manager belong to this category. They are directly
under the General Manager and helps him/her as the support for supervision of their
respective divisions. The responsibilities of the assistant managers include communication of
management decisions to the other staff. Moreover, allocation of tasks, managing work
schedules and maintenance of the hotel operations are the other prime responsibilities of the
assistant managers.
The third level of staffs are the operational staffs who work in the different
departments of the hotel. They carry out the tasks set by the assistant managers and maintain
the different departments such as the restaurant and the housekeeping.
General
Manager
Food and
Beverage
Manager
Head Chef Restaurant
Manager
Waiters
House
Manager
Receptionist Housekeeping
Staff