Hotel McQuarrie Case Study Analysis: Customer Experience and Sectors

This case study analyzes Hotel McQuarrie's strategies to enhance customer experience and organizational efficiency through new systems, focusing on a wellness-based program catering to business and leisure travelers. The analysis details the program's four key focus points: easy resting, healthy food, an active lifestyle, and achieving more, with staff trained to provide health and wellness recommendations. The study also explores collaborations with technology-based service companies to enhance guest entertainment. Furthermore, the case study evaluates different customer sectors (backpackers, families, senior citizens, and business travelers) and identifies specific provisions within accommodation facilities and services needed for each sector to meet their unique needs and preferences. The study emphasizes the importance of local information, health and fitness, and convenience for different traveler types, with the ultimate goal of creating a memorable experience and maintaining customer routines.

RUNNING HEAD: CASE STUDY ANALYSIS 1
CASE STUDY ANALYSIS
Student Name
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CASE STUDY ANALYSIS 2
Contents
Task 1.........................................................................................................................................3
New systems that will enhance the customer experience and provide organizational
efficiency from staff and systems perspective and improve profitability..............................3
Task 2.........................................................................................................................................5
Evaluation of number of new customer sectors and identify what provisions within the
accommodation facilities and services would need to be provided in each sector................5
Reference....................................................................................................................................7

CASE STUDY ANALYSIS 3
Task 1
New systems that will enhance the customer experience and provide organizational
efficiency from staff and systems perspective and improve profitability
Following are steps the new systems that will be followed by Hotel McQuarrie to enhance the
customer experience: -
The hotel will offer a wellness based program for business as well as leisure based travellers.
This is actually an opportunity to maintain the routine for the travellers who are on the road
away from their home. Each feature of the hotel McQuarrie will be actually being centred
around wellness and health of the guest (Neuhofer et al., 2014). The hotel will mainly focus
on four focus points discussed in detail below: -
1. Easy resting
2. Good and healthy food
3. Active lifestyle
4. Achieve more
Maintenance of this kind of immersive kind of experience of customers actually initiate with
the staff of the hotel who have right knowledge associated with the health as well as wellness
and also really quick recommendations especially for the local routes to function. The general
managers of the hotels will be specifically referred to as the wellness officers and it’s their
responsibility to arrange as well as lead the group run specifically for the guests who are not
familiar with the city (Buhalis and Amaranggana, 2015).
The staff of the hotel will also help in setting tone for all the facilities in general which also
develops a healthy living place for the people. Every room comes with guide of exercise as
well as workout related zones with many pieces of the gear for fitness.

CASE STUDY ANALYSIS 4
In this system, the hotel will also give attention on the minute details and try to provide a
immersive experience provided by the hotel to make it much more easy for the guests and
also maintain their routine of fitness while travelling. Because the first opening will happen
soon, the hotel will also plan to expand across the country and will also plan to expand on
global platform also. The overall success of the program actually lies in targeting and
considering that the brand is owned and managed by renowned group of people and fitness in
the current time is very important for people at large and mainly these kinds of people
struggle to maintain it while on the road (Law et al., 2014).
The hotel will try to create a memorable experience for the customer by giving a base or a
platform in order to maintain a normal routine for the guest and something that many other
hotels simply look or strive for (Liat et al., 2014).
Another thing which can be make part of the system to enhance the customer experience of
the customer is to partner will different technology based service companies like Uber or
venture into location based technology to enhance the entertainment quotient for the guests.
These collaborations will help in acknowledging the loyal customers of the hotels where the
motto of the hotel will clearly communicate that money can’t buy the experience. This will
consist special offers associated with various events happening in the city like walking tours
that will not take the guest through important locations of the city but also help them maintain
their health and help them achieve their fitness goals (Chathoth et al., 2016).
Task 2
Evaluation of number of new customer sectors and identify what provisions within the
accommodation facilities and services would need to be provided in each sector
Following is the detailed discussion of different type of travellers: -

CASE STUDY ANALYSIS 5
1. Backpackers or Leisure travellers: in the typical sense, the younger generation comes
under this this type of travellers and are also very price sensitive by nature. They will
also try to save the money as much as possible. People will be more interesting the
sightseeing, shops that are popular and local attractions. These people will need a lot
of information about the local area, offering like recommendations on places to visit
with maps for local tours and free internet and all these things combined will become
a deal breaker (Navarro et al., 2014). These kinds of traveller will mostly be interested
in health and fitness in accordance with the new system adopted by Hotel McQuarrie.
2. Families: this kind of tourists has most probably planned the trip in advance and
further wants to increase the time. They also want to be more interested in the
sightseeing, more organised kind of tours and activities which child friendly. They
will need local maps with a lot of tour data. This is also great option to provide great
value at low or absolutely no cost. It also allows the guests in family to register for the
tours and further pay directly with highly efficient and greatly appreciated (Durna et
al., 2015). Families these days are more inclined towards health and fitness and wants
to inculcate the same among small children. The fitness vibe created as per the new
system of Hotel McQuarrie will suit their taste.
3. Seniors Citizens: these kinds of tourists are also interested in sightseeing and more
organized kind of tours however will put more attention on the assistance with staff as
well as transportation. They will need local level sightseeing data, however will also
need to have easy access to provide more option. The tours that are able to pick
directly at the hotel will again an additional point however also ensure to arrange any
special kind of facilities in transportation as well as tourist’s services at request (Han
and Hyun, 2015). It is also very crucial to have high level of services for the customer
with this kind of customers, and checking in on them during their complete stay and

CASE STUDY ANALYSIS 6
will be highly appreciated. Functioning with the local tourist will assist in facilitating
easy tour alternatives. Senior citizens these days travel not just for leisure purpose but
also to stay active which perfectly suit with new system offered by Hotel McQuarrie.
4. Business travellers: these kinds of customers are highly valuable for any kind of city
hotels and this kind of travellers are not very price sensitive and put additional value
or emphasis on the comfort as well as efficiency (N. Torres and Kline, 2013). These
kinds of customer will be more interested in the transportation, good food alternatives
and accommodation which is hassle free. These kinds of customer are in need to stay
very close to mass transit based stations as well as conferences and centres for
meeting and huge offices. Internet is another very important and the deal breaker
thing for them, however, they may also extend a request to use the printer or other
office electronics. It is also important that they will be time sensitive and will not
want any kind of delay in time in any hotel communication (Rhee and Yang, 2015).
Since business travellers are on a work trip, they usually look for a space to unwind
and relax as well as stay active. This purpose will perfectly be met under the new
system adopted by Hotel McQuarrie.

CASE STUDY ANALYSIS 7

CASE STUDY ANALYSIS 8
Reference
Buhalis, D. and Amaranggana, A., 2015. Smart tourism destinations enhancing tourism
experience through personalisation of services. In Information and Communication
Technologies in Tourism 2015 (pp. 377-389). Springer, Cham.
Chathoth, P.K., Ungson, G.R., Harrington, R.J. and Chan, E.S., 2016. Co-creation and higher
order customer engagement in hospitality and tourism services: A critical
review. International Journal of Contemporary Hospitality Management, 28(2), pp.222-245.
Durna, U., Dedeoglu, B.B. and Balikçioglu, S., 2015. The role of servicescape and image
perceptions of customers on behavioral intentions in the hotel industry. International Journal
of Contemporary Hospitality Management, 27(7), pp.1728-1748.
Han, H. and Hyun, S.S., 2015. Customer retention in the medical tourism industry: Impact of
quality, satisfaction, trust, and price reasonableness. Tourism Management, 46, pp.20-29.
Law, R., Buhalis, D. and Cobanoglu, C., 2014. Progress on information and communication
technologies in hospitality and tourism. International Journal of Contemporary Hospitality
Management, 26(5), pp.727-750.
Liat, C.B., Mansori, S. and Huei, C.T., 2014. The associations between service quality,
corporate image, customer satisfaction, and loyalty: Evidence from the Malaysian hotel
industry. Journal of Hospitality Marketing & Management, 23(3), pp.314-326.
N. Torres, E. and Kline, S., 2013. From customer satisfaction to customer delight: Creating a
new standard of service for the hotel industry. International Journal of Contemporary
Hospitality Management, 25(5), pp.642-659.
Navarro, S., Andreu, L. and Cervera, A., 2014. Value co-creation among hotels and disabled
customers: An exploratory study. Journal of Business Research, 67(5), pp.813-818.

CASE STUDY ANALYSIS 9
Neuhofer, B., Buhalis, D. and Ladkin, A., 2014. A typology of technology‐enhanced tourism
experiences. International Journal of Tourism Research, 16(4), pp.340-350.
Rhee, H.T. and Yang, S.B., 2015. Does hotel attribute importance differ by hotel? Focusing
on hotel star-classifications and customers’ overall ratings. Computers in Human
Behavior, 50, pp.576-587.