Rooms Division Management: Hotel Business Scenario Analysis Report

This report provides a critical analysis of a hotel business scenario, focusing on the formulation of a new venture within the hospitality industry. It explores various aspects, including the recommendation and justification of a hotel category (luxury and mid-tier), development of an organizational structure, and the roles of different departments like front office and HR. The report also delves into the attributes required from staff in the hotel industry, key considerations for training programs, and measures for employee retention. Furthermore, it describes front office operations, including job roles and guest engagement strategies, and analyzes the advantages and disadvantages of implementing technology in hotels. The analysis is conducted from the perspective of a consultant advising Mr. Ong Beng Seng on his new hotel venture in Singapore, covering various aspects of rooms division management.

Running Head: CRITICAL ANALYSIS OF THE BUSIESS SCENARIO
Critical analysis of the business scenario
Name of the Student
Name of the University
Author’s Note

1Discussion
Executive Summary
The sole purpose of undertaking this analysis is to find out favourable business conditions for the
formulation of the new business venture. On the other hand, various other aspects of the business
in regard to the hospitality industry is also being evaluated. Various other aspects such as that of
the advantages and disadvantages of implementing technology in hotels from the hotel operator’s
perspective, different job roles undertaken by the front office department, front office operations,
measures hotels can adopt to retain their employees, key considerations in deciding what
programs to offer when proposing a training plan, attributes required from staff to be able to
work effectively in the hotel industry, other departments that need to work closely with Front
Office to fulfil guests’ needs.

2Discussion
Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
a. Recommend and justify the category of your hotel (i.e. luxury, mid-tier, budget or boutique).. 3
b. Develop an organizational structure for the category of your hotel and briefly elaborate on the
key responsibilities of the departments mentioned..........................................................................4
c. List and explain TWO (2) other departments that need to work closely with Front Office to
fulfil guests’ needs. (4 marks).........................................................................................................5
a. Describe FOUR (4) attributes required from staff to be able to work effectively in the hotel
industry............................................................................................................................................6
b. Three key considerations in deciding what programs to offer when proposing a training plan..7
c. Recommend two measures hotels can adopt to retain their employees.......................................7
3. Front Office Operations...............................................................................................................8
a. Provide a description of the two different job roles undertaken by the front office
department...............................................................................................................................8
b. List two examples each on how hotels engage their guests before, during and after their stay.. 8
c. Explain two advantages and two disadvantages of implementing technology in hotels from the
hotel operator’s perspective.............................................................................................................8
References......................................................................................................................................10

3Discussion
Introduction
The sole purpose of undertaking this research is to understand the various business
prospects that stay in the hand of the concerning firm for which the firm is planning to set up a
new venture. The primary objective of undertaking this report is to understand the manner in
which the business undertakings should be carried out by Mr Ong Beng-Seng, In order to
understand the concerning business situation a professional has been hired to understand the
dynamic market structure and to make the most preferable decision out of the various alternative
that is available at the current point of the time.
The plan is to formulate a new venture that will be located within the region of Singapore
(Luo et al., 2014). This new portfolio will be created to make sure that a steady business in being
generated out of the potential targeted consumer market. On the other hand, before undertaking
any activity towards the formulation of the new venture, there is an immense requirement to
study the market structure before proceeding any further.
Discussion
a. Recommend and justify the category of your hotel (i.e. luxury, mid-tier, budget or
boutique).
Taking into consideration the present nature of the firm that is being carried out it seems
like the manager can generate a satisfactory amount of revenue and a preferable position within
the consumer market. Hence, the main aim of undertaking this new venture would be to target
the luxury as well as like that of the mediocre segment of the consumers as this will help in
getting not only a preferable amount of consumer market, but this will help in the growth of the

4Discussion
business. Besides, the status of the luxury segment will enable the firm to develop its own unique
identity in the eye of the general consumers of the market (Yap et al., 2014).
The mid-tier category is to be given focus because it will make sure that there is a regular
flow of business investment within the firm.
b. Develop an organizational structure for the category of your hotel and briefly elaborate
on the key responsibilities of the departments mentioned.
The organisational structure for the new venture would be according to the traditional
management style the corporate structure would be of top-down. The top-down management
style will make sure that there is a steady flow of the authority that will take place from the top
management to that of the lower management and from that of the lower management to the
workers and that of the unions. On the other hand, making use of this management style will
make sure that each of the body is solely accountable for the specific kind of activity and he/she
reports to the other senior official. This will help in aligning the activities of the organisations
within the right path of the track.
This management style, on the other hand, it ensures that the communication channel is
being maintained continuously (Úbeda-García et al., 2016). This helps in the generation of the
new ideas, and identification of the specific issue that is being faced by the concerning body.
Key responsibilities are as follows:
Director: The director will be making sure that each of the sub-department is carrying its desired
activities and responsibilities according to the plan that is being formulated. On the other hand,
this body will keep track of the business activities and make sure that each of the activity is being
carried out legally.

5Discussion
Top level management: The manager will make sure that the business activities are being
carried out according to the provided guidelines by the director and that of the high level
management. This will comprise of the operational manager, branch manager, and floor
manager.
Middle-level management: This body is composed of the intermediate hierarchy level, this
level is concerned with making sure that the various sub-levels of the department are
implementing the strategy that is being formulated by the top management level. Besides, the
daily report is being formulated that is passed to the top level management body.
c. List and explain TWO (2) other departments that need to work closely with Front Office
to fulfil guests’ needs. (4 marks)
The two of the distinct department is the front office and the HR team.
Front office: Speaking in terms of the front office, this front office will deal with the activities
regarding the booking, facilities, consumer issues, and any of the problems that are being carried
out by the new as well as that of the new consumers. On the other hand, this body is required to
greet the new-comers with a pleasant smile (Espino-Rodríguez et al., 2015).
HR team: This body is solely responsible for making sure that healthy hygiene is being
maintained within the hospitality firm. On the other hand, there is a requirement to make sure
that the. To co-ordinate the activities of the hotel, Compiling payroll and maintenance of the data
in regard to the concerning new as well as that of the existing employees of the organisation,
Formulation of the job descriptions, shortlisting, interviewing and selecting candidates, preparing
personal files of the colleagues, formulating policies in regard to the working conditions,

6Discussion
performance management, equal opportunities, disciplinary procedures and absence
management.
Human Resource Management
. Describe FOUR (4) attributes required from staff to be able to work effectively in the
hotel industry.
Communication skills: There is an immense requirement of professional communication
skills and a better understanding of the individual perceptions of the different segment of the
consumers. As this is a hospitality firm which means that different individuals belong from
different parts of the country. Thus, a better understanding of the different cultures and that of
their rituals are required to make a service a satisfactory one.
Interpersonal skills: There is an immense requirement of the interpersonal skills, the higher is
the level of the interpersonal skills there will be more presence of the competitive advantage
within an individual body. This is composed of skills such as the reasoning ability, critical
thinking ability, teamwork ability, problem solving ability, and much more.
Teamwork ability: There is a requirement of the inner eagerness such as to act in a team and not
be a single contributing body. This understanding is required to obtain an efficient outcome
(Gannon et al., 2015). On another perspective, it is the teamwork that enables an individual to
achieve a higher set of achievement rather than performing as a single body.
Organised / Hygiene / professional: Since it is the hospitality industry, there is a requirement of
the professionalism as there will be professionals consumers from different regions of the
country They seek for a professional service to make sure that their standards meet that of the
desired services.

7Discussion
b. Three key considerations in deciding what programs to offer when proposing a training
plan.
Three considerations that are required to be taken into consideration for undertaking the
training programme is as follows:
 Orientation: This is concerned with the manner a guest is to be welcome when they arrive at
the desired destination. To greet them pleasantly and to make them comfortable by assisting
them with a series of activities within the first glance. On the other hand, various other
cultural traits are required to be given to make an individual body aware regarding the
various manner in which they should be given priority.
 Technical skills: This training is one of the qualitative training that will be imparted to make
sure that the concerning employees are being able to make use of the digital-based
technologies to carry out a specific task. As within this era of time innovation within the
hospitality industry in terms of how they carry out the activity has changed a lot because of
the introduction of the IT applications. Hence, sound knowledge is required regarding those
of the IT services (Yang et al., 2015).
 In the house on the job training: This training is to be carried out within the office
premises itself. This will be carried out to make aware of the set of the responsibilities and
the nature of the activity that is required to be carried out.
c. Recommend two measures hotels can adapt to retain their employees.
The use of the various performance metrics can be undertaken to retain the potential consumers;
they are as follows:

8Discussion
 Incentives and fringe benefits: This incentive plan is to be formulated to attract the interest
of the employees to contribute more.
 Promotional schemes: This is concerned with availing the promotional chances for the
concerning employees. This is to make sure that their interest to achieve a more secure and
higher position aligns with that of the organisational activities (Chan et al., 2014).
3. Front Office Operations.
a. Describe the two different job roles undertaken by the front office department.
The set of two different job roles are as follows; they are as:
 Booking.
 Consumer query regarding the services.
b. List two examples each on how hotels engage their guests before, during and after their
stay.
As soon as the guest arrive, they are being asked for the choice of their room along with
the services that are required for them. After that, they are being served within the whole day
regarding the day to day activities to make them satisfied. After which at the time of leaving the
hotel they are being greeted with a pleasant smile to make them feel special, and they are being
asked for the feedback and stay in touch for the future days (Ahmad et al., 2014).
c. Explain two advantages and two disadvantages of implementing technology in hotels
from the hotel operator’s perspective.
The advantages are as:

9Discussion
 Making use of innovative technology enables the firm to track the movement of the new as
well as that of the existing consumers of the market.
 It helps in the formulation of the various reports regarding the nature of the business
activities. This reports can be compared with one another to understand the various business
perspectives.
The disadvantages are as:
 There is always a huge prospect for the loss of the data and informations by making use of IT
based services.
 There is a lot of investment that is required within the use of IT applications.

10Discussion
References
Ahmad, R., & Scott, N. (2014). Managing the front office department: Staffing issues in
Malaysian hotels. Anatolia, 25(1), 24-38.
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management, corporate social responsibility and performance in the hotel industry.
International Journal of Hospitality Management, 41, 77-87.
Chan, E. S., Hon, A. H., Chan, W., & Okumus, F. (2014). What drives employees’ intentions to
implement green practices in hotels? The role of knowledge, awareness, concern and
ecological behaviour. International Journal of Hospitality Management, 40, 20-28.
Davis, B., Lockwood, A., Alcott, P., & Pantelidis, I. S. (2018). Food and beverage management.
Routledge.
Espino-Rodríguez, T. F., & Gil-Padilla, A. M. (2015). The structural and infrastructural
decisions of operations management in the hotel sector and their impact on organizational
performance. Tourism and Hospitality Research, 15(1), 3-18.
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Evidence from hotels. International Journal of Hospitality Management, 72, 21-31.

11Discussion
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