Comprehensive Report: Australian Hotel Guest Experience Analysis

This report offers a detailed analysis of the guest experience within the Australian hotel industry, focusing on service quality and customer satisfaction. It delves into the definition of guest experience, exploring how hotels strive to provide quality service through various strategies and resource allocation. The report examines the assessment of guest experience, highlighting the importance of feedback mechanisms and customer relationship management. It also discusses the advantages of excellence in hotel service, emphasizing its impact on productivity, innovation, customer loyalty, and profitability. The report provides a comprehensive overview of the industry, including different hotel types, the involvement of resources in service processes, and the role of technology in enhancing the guest experience, ultimately concluding that service quality is critical for organizational success.

Service Experience

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................3
INTRODUCTION...........................................................................................................................3
1. Definition of guest experience in a hotel environment...........................................................3
2. The various ways that hotels attempt to provide quality service............................................4
3. Involvement of resource in service process............................................................................5
4. Hotels assessing the quality of guest experience....................................................................6
5. The advantages of excellence in hotel....................................................................................7
6. Role of service play in adding value, enhancing productivity, and improving the human
resource environment in a hotel..................................................................................................8
7. The role of service play in a profitable growth of the organisation........................................9
8. Research Methodology..........................................................................................................10
CONCLUSIONS............................................................................................................................10
REFERENCES..............................................................................................................................11

EXECUTIVE SUMMARY
The report will summarize, situation of Australian Hotel industry which focuses on
serving best services to its guest by ensuring healthy and safe environment of its employees and
travellers. Enterprises provides flexible approach to check in times, by giving them friendly,
empowered and attentive staff services, and by treating every guest equally. Moreover, The
Hotel industry aims at serving memorable guest experience by serving services up to their
expectations. Further, by giving control to visitors via mobile technology also helps in delivering
quality service customer satisfaction as it helps in connecting with the guest everyday lives.
Hence, the report will discuss, excellence in hotel which aims at increased productivity,
systematic innovation, lower lost, guest satisfaction and quality assurance. Henceforth, quality of
services in Hotel industry is considered substantial when it comes to organisational success.
INTRODUCTION
Service experience in hotel industry depends on the connection between associates and
guest. It plays a major role in serving customer satisfaction to the travellers travelling in country
from other countries. Further, the report will analyse the guest experience in hotels of Australia.
Moreover, the report will examine the hospitality service provided by the hotel industry in order
to provide quality experience to guests. Besides, it will evaluate the benefits of serving excellent
services to visitors. Hence, the report will discuss the involvement of various resources in service
experience.
1. Definition of guest experience in a hotel environment.
The growth of tourism industry in Australia has increased the demand of hotel industries.
According to Shaw, Bailey and Williams (2011) greenery hotels plays a vital role in serving
satisfaction to tourist and guest experience is the communication between visitor and
organisation. It is necessary for enterprises to serve the best facilities in order to provide
memorable stay experience the country. In contrast, experience of visitors in entity can be
analysed by performing survey like distributing feedback form among guest which will
determine their service experience in an organisation. The Australian Hotel industry focuses on
serving best services to its visitors by ensuring healthy and safe environment of its employees
and guest, by providing flexible approach to check in times, by giving them friendly, empowered
and attentive staff services, and by treating every guest equally.

Further, as per Bill Xu and Chan (2010) The guest experience in hotel environment is not
only the communication between the organisation and visitors, instead, it is the mixture of
several elements which are as follows:
 Physical Performance: This comprises the factors of hotels like, its digital experiences,
phone call, location, staff services, food services etc.
 Senses: Basically, the guest in hotels take in information by senses like, the sound, taste,
smell or sight. Therefore, this experience can be monitored and controlled by the business
which will help the organisation in serving best senses to its guests.
 Expectations: The Hotel industry can serve memorable visitor experience by serving
services up to their expectations. Besides, it also depends on the guest if the person is
visiting the hotel twice and is expecting more quality services as per the experience than
it can only be controlled, if the organisation is focusing on maintaining and improving the
standard of services.
Torres, Fu and Lehto (2014) has stated that the guest experience can be controlled by the
Hotel industry by serving the best services to visitors every time. Moreover, it is the controllable
factor so the ultimate motive of the Australian Hotel industry is to serve the healthy and safe
environment. Henceforth, the visitor involvement gives satisfaction and perceived value to the
Hotels.
2. The various ways that hotels attempt to provide quality service.
According to Walls (2013) there are several types of Hotels like, Airport Hotel,
Commercial Hotel, Economy Hotel, Resort Hotel, Casino Hotel and Residential Hotel serving
differentiated services to travellers. Australian hotel industry categories hotels as per the ratings
like Five, four, three, two and one-star hotels in which the organisations serve quality services to
customers which are as follows:
Five Star Hotels: In this ranking, the hotel serves the best quality services and these are
the most expensive hotels which aims at serving services like, comfortable accommodation,
quality food, gym, pool, guest rooms, private golf courses, bars and restaurants. Besides, some
Hotels under 5-star ranking has their small private airport service to deliver best stay experiences
according to the charges.

Four Star Hotels: These are no less from five-star hotels and have all the luxurious
facilities for the guests like massage and spa, pool side dinner etc. The hotels aim at time value
of money of its visitors.
Three Star Hotel: These hotels are generally for middle class and are moderately prices
and aims at providing quality services like, maid service, room service, internet access,
swimming pool and ironing and dry cleaning.
One and Two-star hotels: These are the low budget hotel and not at all expensive and
aims at providing regular services which are basic necessity of guests.
On a critical note Piccoli Lui and Grün (2017) has stated that there are very few No
category hotels in Australia like cottages' and bungalows which do not provide many services
but are holding maximum number of hotel market share. Besides, to improve quality of services
to visitors the hotels aims at providing control to its customers like by giving guest mobility
advantage helps them in connecting with customers easily. Communication of guest and staff
becomes easy as the staff need not disturb the guest every time by knocking their door, which
result in increasing guest satisfaction, revenue and loyalty. Hence, by giving control to visitors
via mobile technology also helps in delivering quality service customer satisfaction as it helps in
connecting with the guest everyday lives.
3. Involvement of resource in service process.
Lu Ting and Hsu (2017) has stated the hotel industry should have proper resources to
deliver quality services to its guest which are as follows:
Natural resources: These resources are the basic necessity of person which are available
in every hotel. It includes, electricity, water, gas, and food. As per Suess and Mody (2017)
maintaining adequate supply of natural resources in hotel industry is a must because the hotels
should aim at providing easy flow of essential resources which are used to deliver customer
satisfaction.
Human Resources: Human resource planning of Hotels aims at right number and right
kind of staff members which are recruited according to the job requirement by the specific
hotels. The industry aims at hiring employee with good communication skills which will enhance
the services provided by Hotels. Work force work as tonic for the organisation as it can change
the mid set of the guest towards the services provided. Hence, the hotel aims at providing

adequate information to staff members by organising training and development session in which
they are trained communicate and understand the guest language.
Physical Resources: This relates to providing luxuries to guest by making use of
advanced technology like online booking system, advanced Gym and swimming equipments,
comfortable beds, mobile phones to connect with hotel staff etc. assist them in improving their
services.
Financial resources: To buy updated luxurious facilities and recruitment of skilled
employees the hotel will need to invest and for that the industry needs easy flow of funds in
every department of organisation.
In contrary, as per Kensbock and et, al., (2016) involvement of resources includes
business resources, meetings and conventions, research, restaurant, technology, franchising,
cleaning, promotional material, food service equipment, uniforms, telecommunications, guest
rooms, furniture and security. Further, the quality of service process can be measured by
monitoring and controlling the involvement of resources in hotel industry by checking the
demand, cost, productivity and time of all 4 resources.
4. Hotels assessing the quality of guest experience.
The growing demand of hotel industry has increased the competition among hotel
business across the globe. According to Torres Fu Lehto (2014) The increasing demand of
customers is also emphasized on the quality of services. Further, in order to stand out in market
competition the hotels need to serve the best quality services to visitors. Sparks, So and Bradley
(2016) has stated that improved quality will surely influence the consumer loyalty. Moreover, if
the organisation wants to increase its competitive ability, first it need to earn customer loyalty.
Besides the hotels can assess guest experience by focusing on major issues like price, services,
quality and reliability. Hence, the hotels should have easy check in and check out procedures
which will save time of guest. In fact, providing transportation facility will make easy for hotels
to attract visitors towards hotel. Henceforth, the hotels can asses the quality of guest experience
by various activities which are as follows:
Tele communication: It aims at making digital connection with employees. In order to
manage competition hotel industries in Australia have tele communication room in which staff is
trained to collect reviews from guest about their experience with hotel. It also helps the

organisation in informing its customers about the schemes and vouchers available in festive
seasons.
Customer relationship management activities: Service quality and customer satisfaction
plays a major role in Hotel industry. Conducting CRM activities in business will assist the
organisation in monitoring the quality of services. It is a technology which helps the hotel in
communicating with guests and is done with the goal of improving hotel relationship with
visitors.
Feedback forms: Hotel industry aims at taking review from visitors through feedback
forms. Feed back form strategies are adopted by the business to know where the quality of
services are lacking. Further, with the help of feedback forms Hotels aims at improving the
services and delivering customer satisfaction.
Piccoli Lui and Grün (2017) has stated that customer review are essential for hotel
business in order to improve the quality according to increasing competition. Moreover, the
customers are brand loyal and when they spend money they expect same quality of services from
organisation so it is essential for firm to live up to visitor expectation. Hence,
1. The great customer website establishes easy access to hotel business in improving visitor
experience.
2. Satisfaction of guest increases the connection with consumer.
3. Improving connection assist in addressing customer complaints as soon as possible.
4. Further, after which Hotel can understand the need of training staff to improve quality of
services.
5. Lastly, the hotel aims at tracking, analysing and improving services.
5. The advantages of excellence in hotel.
As per Shaw, Bailey and Williams (2011) has stated, maintaining excellence services in
hotel are very beneficial in order to become market leader of Hotel industry. The organisations
has major advantages which are as follows:
 It assists the hotel in serving efficient and effective service delivery.
 Excellence in hotel aims at increased productivity, systematic innovation, lower lost,
guest satisfaction and quality assurance.
 It helps the organisation in improving efficiency, making assumptions, and establishing
control over activities.

 Excellence aims perfect, predictable, and fast customer services.
 By providing excellence services the hotel can earn brand loyal guest which will help the
business in developing competitive advantage.
 Excellence in Hotel services helps the business in attaining desired profitability and
growth in market.
 Moreover, According to Piccoli Lui and Grün (2017) Quality of services in Hotel
industry is considered substantial when it comes to organisational success.
 The major advantage of excellence in business that after one point the organisation know
that what type of services should be launched in order to serve guest satisfaction.
 Hotel excellence assists in increase in frequency of visitors.
 It becomes easy for the organisation to serve loyal guests.
 Business excellence reduces price competition for Hotel.
 It leads to more effective marketing and rapid growth and development.
However, on a critical note Bill, Xua and Chan (2010) stated that the enterprise
excellences is very expensive process and need expert and skilled staff, so if the organisation has
reached the maximum limit it will focus on increasing prices which will help the business in
earning profit. Further, it states that the excellence of entity can be achieved by recruiting the
right management staff, by developing a roadmap towards organisational goals and objectives,
than by putting the staff members at right position according to their skills and capabilities,
acknowledging guest properly at their arrival and departure, leading with questions and not
answers.
6. Role of service play in adding value, enhancing productivity, and improving the human
resource environment in a hotel.
As per Walls (2013) Australian Hotel industry is at the cross roads, market fluctuation
and business competition is affecting the growth of organisations. The enterprises are suffering
from unskilled human resource and over supply of accommodation. These organisations are
facing major competition and have need to enhance the services by adding value to them like,
According to Shaw, Bailey and Williams (2011) it is necessary for the hotel business in Australia
to improve their quality of services. Further, improving services includes several things like the
enterprise should focus on enhancing accommodation and quality food at affordable prices.
Moreover, the company should make use of promotional activities in order to attract travellers

and should offer them schemes and discounts which will assist the enterprise in connecting with
the visitors. Besides, hotels the should also focus on delivering services like whether the
company is able to meet guest expectations or not.
On the critical note Walls (2013) the hotel industry of Australia should focus in
improving the skills of its staff members by either hiring new skilled staff or by training old
employees. The organisation should organise training and development session in which the
expert will guide staff members the ways of handling different type of guests. Further, the
workers are trained with different communication skills which will assist them in connecting
with the guests. However on a critical note Bill, Xu and Chan (2010) stated training and
development session in hotels are organised to guide them the ways to use advanced equipments
in order to enhance productivity.
In contrast, Walls (2013) has stated that the Australian hotel industry is suffering from
unskilled human resource so the organisations need to recruit and retrench staff according to job
requirement. Besides, Human resource of the hotel business plays a major role in serving quality
services to guest. For the successful resource plan the company should start from top level of
recruitment which starts from
1. General manager
2. Personnel Director
3. Personnel Manager
4. Personnel officer
5. Workers
Human resource of the organisation assist the enterprise in functioning of operations,
enhances decision making process and establishes improvement in organisational planning
process.
7. The role of service play in a profitable growth of the organisation.
Profitable growth of the hotel industry is typically based on its quality of services.
According to Piccoli Lui and Grün 2017 if the hotel will offer comfortable accommodation,
quality food, easy departure and automatically it will attract visitor which will lead to enhance
the growth of the firm and will ultimately lead to increase in Profits and net turnover. However
on a critical note Kensbock and et,al., 2016 that the profitability of the company depends on its
promotional activities through various channels like social media, internet, and by organising

events and activities in foreign countries. Further, it states that the profitability growth of the
Hotel industry depends on the factors which are as follows:
 Authentic purpose: Guest will attract the company by its aim and purpose which should
serving customer satisfaction affordable prices. Hence, the continuous growth in visitors
will ultimately lead to growing profits and net turnover.
 Powerful brand: The enterprise should focus ion making its company a powerful brand
among employees because achieving brand loyal customers will accomplish
organisational goals of maximizing profits.
 Partnership and collaboration: Emergence of two hotels who are trying hard but are
unable to meet demand of customer can collaborate with the same motive of providing
service quality services to customers can enhance their profitability ratio.
 The organisation should perform, various activities to serve them better services which
includes welcoming them properly with use of flowers and garlands, serving them timely
room service, quality food, easy transportation impacts the profits of enterprise.
8. Research Methodology
It is a detailed method to analyse, interpret and evaluate the results of the research. It is important
to adopt a research problem which can be easily identified and approached. In the current
research, qualitative approach have been adopted where the researcher have to focus on the
quality of services that can be provided in a hotel in order to encourage profit maximization. The
result of this type of research are directly related to the real world problem and the level of focus
is more generalized.
Descriptive research can be conducted in order to analyse the research problem and find
out effective solution for it. It helps in analysing the current situation deeply and understand the
problem in better manner.
Primary research will be conducted where data will be collected through surveys and
feedback from the customers. Another method that can be used are, interviews, observation and
questionnaire method. It helps in enquiring actual customers where accuracy of data is more in
comparison to other methods.
Sampling helps in selecting a subset of population, a greater sample helps in getting
accurate results. An appropriate sample will be selected to conduct the research which can be

researched conveniently and efficiently. Non probability sampling method will be used as it will
be difficult to give equal chance to the population to get involved in the research.
Data will be analysed in order to identify the relationship between the variables and it
will help to get through the results as well. It will help to ascertain the solution of the research
problem as well.
Researcher must make sure that all the ethical compliances are taken care of while getting
the data from the customers.
CONCLUSIONS
From the above report it can be concluded that, business in Hotel industry is growing
rapidly. The growth of hotel industry depends on the quality of services provided by the
organisation to its customers. Further, the report analysed the involvement of various resources
in serving quality services to visitors. Moreover, the report evaluated the need of customer
satisfaction in hotel business in order to maximize profitability. Besides, the report examined
several benefits of hotel excellence in Australia which helps the enterprise in attaining
competitive advantage. Hence, the report evaluated role of delivering quality services in
maximizing profits and increasing net turnover.

REFERENCES
Books and journals
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brand equity: Some research questions and implications. International Journal of
Contemporary Hospitality Management. 22(2). 174-193.
Kensbock, S., and et,al., 2016. Performing: Hotel room attendants’ employment experiences.
Annals of Tourism Research. 56. 112-127.
Lu, C. C., Ting, Y. S., and Hsu, Y. L. 2017. THE IMPACT OF MOBILE HOTEL BOOKING
BY CUSTOMER REVIEWS AND EXPERIENCE. International Journal of
Organizational Innovation. 9(4).
Piccoli, G., Lui, T. W., and Grün, B. 2017. The impact of IT-enabled customer service systems
on service personalization, customer service perceptions, and hotel performance.
Tourism Management. 59. 349-362.
Shaw, G., Bailey, A., and Williams, A. 2011. Aspects of service-dominant logic and its
implications for tourism management: Examples from the hotel industry. Tourism
Management 32(2) 207-214.
Sparks, B. A., So, K. K. F., and Bradley, G. L. 2016. Responding to negative online reviews: The
effects of hotel responses on customer inferences of trust and concern. Tourism
Management. 53. 74-85.
Suess, C., and Mody, M. 2017. Hospitality healthscapes: A conjoint analysis approach to
understanding patient responses to hotel-like hospital rooms. International Journal of
Hospitality Management. 61. 59-72.
Torres, E. N., Fu, X., and Lehto, X. 2014. Examining key drivers of customer delight in a hotel
experience: A cross-cultural perspective. International Journal of Hospitality
Management. 36. 255-262.

Torres, E. N., Fu, X., and Lehto, X. 2014. Examining key drivers of customer delight in a hotel
experience: A cross-cultural perspective. International Journal of Hospitality
Management. 36. 255-262.
Walls, A. R. 2013. A cross-sectional examination of hotel consumer experience and relative
effects on consumer values. International Journal of Hospitality Management. 32. 179-
192.