Hospitality Management Report: InterContinental Dubai Marina Analysis

This report offers a comprehensive analysis of the InterContinental Dubai Marina, a luxury hotel in Dubai, focusing on its operational challenges and proposing strategic solutions. The report begins with a detailed description of the hotel's unique design and service offerings, followed by an identification of key problems such as intense competition, inadequate marketing efforts, energy management issues, and cleanliness concerns. The report highlights the competitive pressures in the UAE's booming hospitality sector, the need for effective marketing to attract customers, and the importance of energy-efficient practices. The proposed solutions include hiring professional cleaning services to maintain high standards of hygiene, investing in eco-friendly and renewable resources to improve energy management, and developing a customer help center to enhance customer service. The report concludes by emphasizing the importance of addressing these issues to ensure the hotel's long-term growth and success in the competitive hospitality market. The report also stresses the need for the hotel to adapt to the increasing demand for sustainable and eco-friendly practices to appeal to a wider range of customers.

HOSPITALITY
MANAGEMENT
InterContinental Dubai Marina

COMPANY DESCRIPTION
 The hotel InterContinental Dubai Marina is subtle
amalgamation between a hotel and and museum. The
design concept of the hotel primarily revolves around
the contemporary museum atmosphere which means
that the entire hotel is punctuated by different works of
art scattered around inside the hotel. The hospitality
industry in the UAE has been predominantly following
the traditional styles of interior designing. The form of
the hotel was to definitely follow functions. At the same
time, the designs were supposed to be minimalistic. This
inviting yet contemporary space is responsible for
creating a very good first impression and leaves a
lasting impact. This hotel shares podium with a couple of
residential towers in Bay Central development and
boasts of 39 floors, 328 rooms as well as residence
suites and five star service.

CONTINUED
 InterContinental Dubai Marina has six outlets serving
food and beverages. The food service facility includes
five functional areas namely the service area,
receiving and storage, general support, sanitation and
HVAC requirements (Ihg.com, 2019). The service area
includes the areas where food or beverages are being
dispensed. The receiving and storage areas include
the dedicated food service docks, ventilated storage,
refrigerator and freezer storage. The area has been
designed for withstanding a live load of 150 LB/SF in
the area. The sanitation and HVAC requirement is
fulfilled by utilisation of specialised equipments. Heat
and odor generated from the area are not allowed to
permeate throughout the building by making use of
the air handler units (Ihg.com, 2019).

CONTINUED
 InterContinental Dubai Marina is a recently opened
hotel and at the present the company has no
requirement for renovation per se. However,
InterContinental Dubai Marina needs to put some effort
and money to develop the customer help center that
will give the tourists accessibility to local information,
transport facilities and general customer service. The
hotel also needs to upgrade their energy management
systems and hotel management systems that will
enable InterContinental Dubai Marina to deal with the
increasing volume of tourists that avail its services.
Lastly it is necessary for company to invest in human
resources as the hotel is built for catering to a large
number of people and without sufficient manpower, the
establishment will definitely fail (Kotsi & Michael, 2015).

PROBLEM IDENTIFICATION
 The hotel industry in the UAE is blooming like never
before. UAE has become a major tourist hub and this
means that InterContinental Dubai Marina faces
intense pressure while catering to the service users
(Ahmad, 2015). Few of the identified problems are
high competition, improper marketing effort, energy
management crisis and cleaning issues. The
identified problems go a long way to inhibit the
efficiency and quality of the services offered by
InterContinental Dubai Marina. In today's hospitality
industry individuality drives luxury and this means
that InterContinental Dubai Marina needs to work on
the identified problems for establishing itself as a
unique competitor in the UAE hospitality market
(Beshr & Hossan, 2018).

CONTINUED
 The hotel industry faces heavy demand as customers
prefer to spend for perfect accommodations. This
means that the hotel industry is a very competitive
sector of the hospitality industry. In crowded
destinations like UAE, one can find numerous hotels in a
locality. This means InterContinental Dubai Marina is
highly threatened form the competitive environment in
the hotel business. In order to reap profits from high
demands many of the hotels compromise on price,
services and conveniences. Market rivals also improve,
expand and introduce new facilities that can severely
affect the footfall in InterContinental Dubai Marina.
 No industry sector has remained untouched from the
influence of technology today (Mohamad, Ab Yazid,
Khatibi & Azam, 2017).

CONTINUED
 Hotels which invest in eco friendly and renewable
resources have a high probability of increasing the
overall margins of profits. This demand for eco
friendliness is driven by consumer psyche of tourists
who prefer to avail services of a eco friendly hotel
rather than an ordinary one. This is responsible for
influencing the hotels to adopt the energy
management strategies which will be helpful in
cutting down carbon emissions as well as save
energy. At the present, even though this is not a
priority for InterContinental Dubai Marina. However
with time, InterContinental Dubai Marina has to
make energy management a priority in order to
increase their profit margins, appeal to the consumer
psyche and do their bit for the environment.

CONTINUED
 Cleanliness is another aspect in which
InterContinental Dubai Marina has been
facing problems. Even though the overall
hygiene and cleanliness aspects of the
company are well covered, the company still
lacks at some places. InterContinental Dubai
Marina needs to make sure that the lodging
rooms are not only clean but also odour free,
spacious and eco-friendly. Since the hotel
industry operates round the clock, time
available for minor cleaning by hotel staff
cannot be guaranteed (AlFaris, Abu-Hijleh &
Abdul-Ameer, 2016).

PROPOSED SOLUTIONS
 On the basis of the problems identified in the
section above, some solutions are proposed for
InterContinental Dubai Marina that will help the
company to deal with their issue of competition,
cleanliness, energy management, marketing and
cleanliness. InterContinental Dubai Marina is in
no way a mediocre hotel. However, their
reputation has been suffering a severe blow due
to their inability to properly brand and market
their services, cut down on energy consumption
and carbon emissions, maintaining cleanliness
and standard of hygiene. If InterContinental
Dubai Marina does not look for probable solutions
now, then their future operations is at risk.

CONTINUED
 Since running a hotel is a 24x7 job where
consumers require service round the clock, it is
impossible to take care of all the cleanliness and
sanitation needs. Major cleaning services are not
an issue, but since the time is constrained, minor
cleanups may not be possible at moment’s
notice. For this purpose, it is recommended that
InterContinental Dubai Marina hires professional
cleaning services as this is the best possible way
of ensuring that all the requirements pertaining
to hygiene and cleanliness are met without
compromising on time that can be effectively
used for dealing with customers (Alameeri, Ajmal,
Hussain & Helo, 2018).

CONCLUSION
 The present report tries to understand the
working of InterContinental Dubai Marina and
basis of the available information identify the
problems which are responsible for innovating
the growth and prosperity of the company. On the
basis of the identified problems, suitable
solutions have been recommended that will not
only e deal with the existing crisis in the hotel but
also help to tackle the future problems with much
ease. The abc mi company is located in UAE
which has in recent years Cena sudden increase
in tourists. It is a 5 star hotel and the consumers
expect the services and offerings to be at par as
well as unique with other high end hotel.

CONTINUED
 Most of the hotel suffer primarily due to two
reasons namely competitiveness and under
marketing. The competitiveness and marketing
are proportional to each other as
competitiveness can be related to the market
presence of the company while marketing
describe the actions necessary to be undertaken
and order to create presence in the market.
Traditional marketing includes word of mouth
referrals from visiting customers. However this
approach will be insufficient in the present day
and the customers can access information
pertaining to the hotel from numerous sources
like internet, social media and advertisements.