Concepts and Innovation in Hospitality: Lansbury Heritage Hotel Report

This report provides a detailed analysis of Lansbury Heritage Hotel's innovation strategies, focusing on its response to the challenges posed by the pandemic. It begins with an executive summary and industry overview, highlighting the hotel's operations and vision. The report then delves into the business environment, examining political, environmental, social, technological, economic, and legal factors influencing Lansbury. A competitive analysis identifies key rivals, followed by market research and analysis targeting travelers and vacationers, particularly the younger generation. The core of the report explores product innovation, specifically the introduction of Lansbury digital services to enhance website traffic and customer engagement. Operational, technological, and legal considerations are discussed, emphasizing the role of digitalization in improving customer relationships, staff communication, and brand value. The report outlines the hotel's marketing strategy, including the use of promo codes and digital promotional activities. Financial aspects, project planning, and key performance indicators are briefly mentioned, leading to conclusions and recommendations that emphasize the benefits of digitalization for increased profitability and productivity. References to relevant academic sources are also included.

Concepts and Innovation in
Hospitality

TABLE OF CONTENT
 Executive summary
 Industry overview
 Business environment overview
 Competition
 Market research and analysis
 Description of product innovation and requirement
 Operational, technology and legal consideration
 Marketing strategy
 Financials
 Project planning schedule
 Key performance indicators
 Conclusion and recommendation

EXECUTIVE SUMMARY
Innovation enhances the chances to achieve towards the alteration and
discover new opportunities. Lansbury ensures innovation in context of best
services with the help of introduction of digitalization in their working for
their consumers in order to ease their stay at hotel premises.

INDUSTRY OVERVIEW
Lansbury is the heritage hotel which is well reputed company situated in
London and doing business activities across worldwide. The hotel provides
room services along with dine in and event services. The vision of the firm
is that with the introduction of innovative strategies, they are able to resolve
crisis situations along with a mission and objective to survive within the
market in such drastic pandemic circumstances.

BUSINESS ENVIRONMENT
OVERVIEW
 Political: In this pandemic situation the innovation regarding digitalization
of business activities helps the Lansbury to overcome various rules and
regulations that has been prepared by the government of UK in order to
control drastic situations.
 Environmental: With the introduction of digitalization, company is able to
reduce environmental impacts with energy consumption practices along
with adoption of energy efficient technologies in hotel premises.
 Social: Digitalization enhances connectivity, accessibility of trade in such
Covid-19 situation and public services that can help the Lansbury to
overcome from such circumstances.
 Technological: This innovation helps the Lansbury to modify their business
models and provide returns and worth generating opportunities to the firm.
 Economic: It also picks up the pace of economic growth and thus facilitates
more job opportunities to reduce unemployment rate.

CONTD.
 Legal: Lansbury is able to
provide their services in
complete legal format which
adds ethical business practices
towards the firm thus enhance
brand value

COMPETITION
London Marriott, holiday Inn and Radisson Blu London are few
competitive firms of the Lansbury heritage hotel.

MARKET RESEARCH AND ANALYSIS
The Lansbury heritage hotels targets
travellers and vacationers. They highly
concentrate on the young generation people
and travel lovers. Thus in order to attract
more guests the Lansbury heritage hotel
created luxury brand hotels at the location
which are designed mainly to provide quiet
and luxurious surroundings during their
lodgings. In order to provide such facilities,
company utilises more of digitalisation
within the business which help to adopt
customers demand and desires in more
appropriate manner.

DESCRIPTION OF PRODUCT
INNOVATION AND REQUIREMENT
In order to overcome from the pandemic situation, Lansbury heritage hotel
have created an in house committee named as Lansbury digital services
which helps the firm to drive more traffic towards their website which helps
them to enhance their business activities with the increased approach of
guests along with optimization of the content related to the hotel premises.
Lansbury utilises paid media promotional activities in order to attract more
potential consumers or guests towards their business. Digitalisation helps
the establishment to approach more customers with cost effective method.

OPERATIONAL, TECHNOLOGY AND
LEGAL CONSIDERATION
In Lansbury digitization of services in operational department helps to
create direct relationship with their consumers. In context of technology, the
internet eases everyday activities of Lansbury heritage hotel in most
effective manner because it improves communication among employees,
content management and overall staff concerned with the establishment.
With the adoption of all ethical and legal practices within the business in
order to make the administration legally approved helps to enhance the
brand value of firm within the market. In order to implement such
innovative idea into functioning, Lansbury recruit staff members who are
highly skilled and provide training sessions to their existing staff members.
Company having highly skilled people who have knowledge about
software, which helps in innovation regarding the promotion of
digitalization into business premises.

MARKETING STRATEGY
 The marketing strategy of Lansbury is to promote their services with the
help of digital promotional activities through their website and social
media. Thus in order to promote their services through digitalization,
Lansbury offer promo codes to their guests by sharing on their official
website or social media platform pages. The promo code is applicable with
minimum of two night stay at hotel and this is the minimum requirement
that has been charged by guests in order to promote their digitalization so
that more customers visit their official website. This is the minimum cost
that every guest would like to pay as the hotel premises are located at
premium locations which includes giving of luxurious and peaceful
atmosphere to their guests.

FINANCIALS