Hotel Reception Services: Interior Design, Planning & Sales Plan

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This report evaluates the interior design of the Britannia Adelphi Hotel's front, foyer, and reception areas, providing recommendations for improvement. It also develops a plan to actively involve Reception Service employees in selling additional services. The analysis covers the hotel's exterior and interior architectural features, furniture spacing, lighting, ventilation, cleanliness, and security. Furthermore, the report outlines strategies to increase sales by 5% each quarter, create attractive packages to boost the Average Daily Rate (ADR) during weekends by 5%, and increase corporate business by 150 rooms by the third quarter. The plan emphasizes enhancing customer experiences, ensuring employee satisfaction, and maintaining high service standards.

Planning and organization of work Reception services
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Table of Contents
Introduction......................................................................................................................................4
Evaluate the interior design of the front, foyer and reception of the hotel and generalize the
recommendations for its improvement............................................................................................4
Draw up a plan that ensures the active involvement of employees of the Reception Service in the
sales of additional services............................................................................................................ 12
Reference List................................................................................................................................ 17
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Activity 1- Task 1
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Introduction
Interior designs act as an important role for the hotel industries. The Hotel strives for best
reviews therefore it concentrates on establishments to design the hotel premises as per the
customer perspectives. Exterior designs amaze and attract the passerby’s but interior designs
affects the customers with lasting impressions. The hotel provides various services as depending
on the hospitality business. The different services offered to the customers are maintained by
rooms’ division operations management of the hotel. The necessary information of the hotel
services is provided by concierge. The assignment evaluates the interior design of front,
reception and foyer of Britannia Adelphi Hotel while generalizing the required recommendations
for the required improvements.
Evaluate the interior design of the front, foyer and reception of the hotel and generalize the
recommendations for its improvement.
The Britannia Adelphi Hotel is located in Ranelagh Place in Liverpool, England. The building is
managed and owned by Britannia Hotels that contains 402 en-suite bedrooms, dining facilities,
gymnasium and a conference hall. The hotel has been recorded as the third hotel in National
Heritage List for England and has been designated as Grade II building. It has seven stories and
the front entrance of the hotel has eleven bays.
First impressions are termed to be a critical aspect to a hospitality industry because it’s the guests
and the customers take an immediate decision to judge the hotel to be bad or good. While
evaluating the impressions of the architectural exterior of The Britannia Adelphi Liverpool, it has
constructed the building in utilizing the Portland Stone which as an attractive stone used
extensively as a building stone in British Isles. The three central bays of the hotel premises in the
ground floor compromise the hotel entrance which has been enhanced by columns. The hotel
windows on the first floor of the building are round headed while the rest are rectangular. The
fifth and fourth floors of the hotel have recessed a balcony with Ionic columns that are one of the
classic architecture. Over the sixth floor of the hotel have cornice designs that are the decorative
designs of molding crowns with a balustrade have enhancing features and a classic finish.
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Picture 1: Exterior of the Britannia Adelphi Liverpool
(Source: Britanniahotels.com, 2018)
Interior designing of the hotel play an essential part as the hotel establishments might reflect to
be good but the customers might find it to be unattractive. The first impressions are more lasting
therefore it is important to understand that the customers become picker with certain hotels in
respect to their interiors designs. For instance if the guests or the customers finds the overall
design to be unpleasant, they skip the place and turns to some other hotels with better and
pleasant interior designs. The look and the feel of furniture designs and spacing in the hotel
entrance and in the suite sates to hold the class and rates for the hotel. Therefore it is necessary to
understand the value of interior designs in the place (Abercrombie, 2018).
The space planning and furniture designs act as a functional aspect that works together in the
positive phase of interior design, the allocations of appropriate space and divisions of interior
design and space for the customer activities and needs. The furniture spacing and designs play an
equal importance as per its arrangements.
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Figure 2: Furniture and lobby spacing of Britannia Adelphi Liverpool
(Source: Britanniahotels.com, 2018)
The hotel has utilized the furniture spacing and the lobby space efficiently to avail the right place
for the clients and customers to perform the activities freely. The interior designs of the hotel
contains marble paneling, conferred arches and glazed screen. The central court of the premises
is top lit that shown pink marble pilasters, French doors and glazed screens into the restaurants
(Duffy et al., 2016).
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Figure 3: Restaurant of Britannia Adelphi Liverpool
(Source: Britanniahotels.com, 2018)
Zoning is known to be the primary purpose of the zoning that segregates the utilizations and uses
that considered being incompatible. The practice is zoning is utilized to prevent the new
developments interfering the existing utilization in order to preserve the characteristics of the
belonging community. In understanding the zoning the hotel is conveniently located in Liverpool
city centre that show the connection from the Lime street train station in a 3 minute distance
where providing the easy reach to its customers to M6 and M62 (Kundakç et al., 2015).
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Figure 4: Hypostyle hall of Britannia Adelphi Liverpool
(Source: Britanniahotels.com, 2018)
The Hypostyle hall contains the empire style decoration with a fountain court and four iconic
columns. The vintage look and decoration has attracted many clients in finding the interior
designs to be very classy and with a vintage finish. The lightings play an important role as it
provides the hotel rooms with a friendly and bright atmosphere. It is essential to understand the
fact that the wrong lighting conditions a can ruin the rooms with a proper decoration. In order to
create an inviting space for the customers and to get right attention, it is necessary to utilize
warm and inviting lighting in the rooms and in the lobby. The lighting utilized by Britannia
Adelphi Liverpool has shown the warmth or the warm light conditions that has created an
inviting atmosphere in the hotel premises (Unwin, 2016).
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Figure 5: Lights of Britannia Adelphi Liverpool
(Source: Britanniahotels.com, 2018)
The important corner that is evaluated by the proper light conditions has reflected the influences
towards the guest, client or customer moods. The well positioned lights have an encouraging
essence towards positive feelings. Adelphi has utilized the traditional lights that are the yellow
hued lights representing the mimic and natural day light. The lighting and interior decors have
shown the proper utilization of warm lightings that has not harmed the appealing designs of the
furniture and décor rather enhanced the interior theme of the hotel. The appropriate interior
lighting has invigorated the guests with their senses even beyond their sight. The other important
value of lighting provides the positive convenience. Too low light conditions in the room might
increase the problems for the guests to get ready for any big nights therefore the proper lights
within the room is also recommended to be considered in utilizing bright lights to the room
wardrobes (Liu et al., 2017).
Ventilation is an important aspect and process to ensure the continual change of air in the room.
It is vital to ensure the overall comfort of the visitors and guests that inhibits the hotel building.
The two ways of ventilation refers to Natural and Mechanical ventilation process. The feedbacks
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and customer preferences has shown the ventilation issues within the rooms. Therefore it is
recommended that the hotel should utilize Natural ventilation that influence the passive
processes and utilize the local micro climate in order to facilitate the air movements of Liverpool
climate within the building. The right approach to the ventilation balance minimum energy
utilization and will maintain the comfort level. As it is important to understand the fact that the
guests or the customers expect high comforts as they pay to stay comfortably within the
atmosphere. Therefore the hotel should prioritize the guest comfort in order to ensure the
economical visibility and attract the visitors with utmost satisfactions (Labat et al., 2014).
Cleanliness is also an important factor that reflects the customer loyalty towards the hotel. The
guests or customers tend to gravitate their perceptions towards the hotel options that is to avail a
clean environment. It is reflects to be the major deciding factor for the potential customers in
considering the hotels to maintain the proper sanitation and cleanliness within the hotel premises.
In order to ensure positive reviews and feedbacks it is important to incorporate the cleaning
standards in an effective way. The hospitable and clean environment creates a positive hotel
brand in the market and brand reputation. The top quality cleaning services can positively
implemented when the hotel assures highly trained professionals working in the hotel premises
(Amblee, 2015).
The safety and security of the customers, guests, assets and the employees is also an important
aspect to be considered in the hotel industry. The security aspects implies the different operations
of the hotel to equip the procedures and operations in laying down the policies that is to be
strictly followed by the organization. The security measures in the hotel premises refers to the
key cards locks, that refers to the locking systems reflecting the magnetic and punch key cards
linking to PMS. Security cameras and guards is the best basic way adopted by the hotel in
ensuring the guest security measures in the service process. The other basic security options
includes the fire alarms and smoke directors to each guest rooms and is monitored 24 hours in
the surveillance room in order to allow the security staffs to respond in certain hazardous
situations. The security option that is recommended to Adelphi is to consider defibrillation units
in the premises in order to deploy the hotel among the emergency and police across the nation
(Sadeghi et al., 2015).
Conclusion
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In this task, the interior design of the foyer area of Britannia’s Aldephi Hotel has been analysed.
This reflects the importance and need of having an attractive entrance and maintaining the look
of the organisation. The various aspects of the entrance room play a very important role in
making the first impression in the minds of the guests and directly affect the reputation of the
organisaiton.
Activity 2- Task 2
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Draw up a plan that ensures the active involvement of employees of the Reception Service
in the sales of additional services.
Description and characteristics of the guests of the hotel
Company Overview
Britannia Adelphi Hotel has been opened in 1914 while the first site ewas built in 1826 for
hotelier James Radley in 18th century. The company is located in Ranelagh place Liverpool,
England. The hotel has 402 bedrooms and three well known restaurants, gym assistance,
conference hall and dining facilities (Source: Britanniahotels.com, 2018).
Mission
The company mission reflects to generate high revenue while providing superior experiences to
its customers and guests in attending the events in the hotel premises through assuring the
outstanding services and ensure the employee satisfaction.
Vision
The company vision tends to be the leading hotel in the hospitality industry in London and to be
recognized by quality product and service standards in consistent to promote novelties,
excellence and development.
Competitors of Britannia Adelphi
The top competitors of Britannia Adelphi hotels are the Corus that has been the top rival of the
hotel that is based in UK market. It has shown the high competency aspects in generating high
revenues and in operating the travel agency industry in the same marketplace. Thistle is also the
top rival of Britannia Adelphi that has shown high service management and customer loyalty
towards its hotels in generating high revenues in comparing to Britannia hotels.
Goals for the sale of additional services
Based on the profitable segments of the organisation, the following goals have been set for the
additional service sales-
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 To increase the sales by 5% in each quarter
 To create attractive packages to increase the ADR (Average Daily Rate) during weekend
by 5% compared to previous year ADR
 To increase corporate business by 150 rooms by third quarter
Description of Additional Services
In order to ensure the commitment made by the company to provide high level of services to its
customers the organizations tends to select the extra services. The service implementation helps
the organization with better revenue generations and to meet the business aims. The following
are the additional services can be provided to the hotel guests.
1. Day break fasts: the complementary continental breakfast to the guests can extend the
service quality and perception of the customers towards the hotel services. It can also
increase the timeframes in intending the customers to stay for a longer time.
2. Free offerings: The term “Free” works as an affective psychological trigger towards
attracting the guests. The offerings will tend the guests to revisit the place and increase the
brand recognition (Benghozi and Lyubareva, 2014).
3. Pick and drop facilities: The service tends to provide the complementary pick and drop
services to their guests. As being centrally located hotel it can provide such amenity to its
customers.
4. Personalization: The customers feel privileged and important when the hotel provides the
personalization options to its valuable customers. It engages the customers to personalize the
different services as per their wants. Such approach will lead them to appreciate the hotel
services.
5. Rental clothing services: It is important to understand that certain guests face problems to
carry clothes with them or may find some sudden events to attend in the city. The service will
provide rental options to its customers in providing the clothing requirements while offering
a temporary closet to the guests.
Attracted departments and services
Front – Office Department: It refers to the company front desk or the reception space that carry
out the core operations in the different department of the hotel. the staffs working in the lobby
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also the participants in dealing the gusts directly and show the responsibilities in front desk
operations. The plan suggested to the hotel is to ensure review checklists by the front office
manager in order to organize and complete the priorities efficiently. Such approaches will help
the department in scheduling the plan in advances (Kimes, 2016).
F&B department: The department ensures a responsible corner to maintain a high quality of
food and beverage services, food costs, bars and managing restaurants in the hotel. The five
major areas that the organization will focus on different aspects that includes the food services,
food and menu presentation, costing and wastage and the financial reviews. The measures will
ensure the high level of service standards.
Housekeeping Department: The department takes on the responsibilities to ensure the guest
satisfaction and experience in providing high cleaning and sanitizing the hotel rooms with utmost
cleanliness. The department should ensure the quick access towards the selected task list with a
great agility in the day to day tasks. The approach to planned agenda is important to adopt in
assuring the systematic routines to integrate the automated management tools and ensuring
periodic compliances.
Human Resource Department: The human resource department has to focus on critical
components in order to ensure an efficient service in the hotel. The main responsibility that is to
be ensured by the hotel will include the efficient hiring and payrolls of the employees. The right
training and updating the employees will motivate the employees with high efficiency and
service approaches (Huselid, 2015).
The motivation program
It is important to understand the importance of staffs and employees participates a major role to
make an effective impression on the guests visitors of hotel that base on subsequent decisions to
improve the customer service experiences, employee motivation play a vital role to influence
extraordinary care to the guests.
Recognition: Employees show appreciation when recognized while working efficiently and
professionally in the workplace while going beyond the day to day duties and ensure the
customer requirements. Such approach leads the employees feeling proud and pushes them to
work with high ethics in the workplace.
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Appraisals: The motivational aspect depends on the employee performance feedback that
ensures the performance management and HR department to provide a merit pay or appraisals as
per their improved performances. Such approach will influence them to work more efficiently in
the place.
Training plan and methods
Sales and Marketing Training:The training involves the improvements and enhancements of
personal skills that relates to explore and create the new market and sales opportunities towards
the organization. The program ensures the right training to achieve the organization sales in the
marketplace.
Ongoing Training: The training approach allows the organization to develop the employee
knowledge. It increases the staff skills and information gathering skills. The approach customizes
the right training to be offered in meeting the specific needs of the organization.
Budget
As the objectives of the organisation is focussed on enhancing the sales level and involving the
employees of the Reception Service, it is important to provide them proper training and monitor
their performance. The budget required for bringing relevant changes to the organisation and
providing additional services would require an investment of £2 million. Along with this, the
training of the employees would require an investment of £500,000. This would provide the
organisation a good Return on Investment and help it grow in the industry.
Monitoring and feedback mechanism:
Balanced Scorecard Approach: The balanced score card approach is referred to the performance
metric that is to be utilized by the hotel strategic management of the organization in improving
and identifying the internal functions of the business while resulting the external outcomes
effectively in measuring and providing the appropriate feedback to the organization
(Valmohammadi and Ahmadi, 2015).
Kirkpatrick’s Four Level Approach: The approach defines the four level approach that is to
react learn behavior and results. Reaction is to measure the trainee’s capability and reaction
towards the training program. Learning refers to the specific learning objectives in showing
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interests to avail knowledge, attitude and skills. Behavior reflects to ensure the necessary change
in employee behavior after the training period. Lastly the result analyses the outcomes of the
approach (Kirkpatrick and Kirkpatrick, 2016).
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Reference List
Abercrombie, S., 2018. A philosophy of interior design. Routledge.
Amblee, N., 2015. The impact of cleanliness on customer perceptions of security in hostels: A
WOM-based approach. International Journal of Hospitality Management, 49, pp.37-39.
Benghozi, P.J. and Lyubareva, I., 2014. When organizations in the cultural industries seek new
business models: A case study of the French online press. International Journal of Arts
Management, 16(3), p.6.
Britanniahotels.com (2018). The Adelphi Hotel in Liverpool | The Only Official Britannia Site.
[online] Britanniahotels.com. Available at: https://www.britanniahotels.com/hotels/the-adelphi-
hotel-liverpool [Accessed 30 Jul. 2018].
Duffy, F., Cave, C. and Worthington, J. eds., 2016. Planning office space. Elsevier.
Huselid, M.A., 2015. Human resource department effectiveness. Wiley Encyclopedia of Management, pp.1-3.
Kimes, S.E., 2016. The evolution of hotel revenue management. Journal of Revenue and Pricing
Management, 15(3-4), pp.247-251.
Kirkpatrick, J.D. and Kirkpatrick, W.K., 2016. Kirkpatrick's four levels of training evaluation.
Association for Talent Development.
Kundakçı, N., Adalı, E.A. and Işık, A.T., 2015. Tourist hotel location selection with analytic
hierarchy process. Journal of Life Economics, 2(3), pp.47-58.
Labat, M., Virgone, J., David, D. and Kuznik, F., 2014. Experimental assessment of a PCM to air
heat exchanger storage system for building ventilation application. Applied Thermal
Engineering, 66(1-2), pp.375-382.
Liu, Y., Teichert, T., Rossi, M., Li, H. and Hu, F., 2017. Big data for big insights: Investigating
language-specific drivers of hotel satisfaction with 412,784 user-generated reviews. Tourism
Management, 59, pp.554-563.
Sadeghi, A.R., Wachsmann, C. and Waidner, M., 2015, June. Security and privacy challenges in
industrial internet of things. In Design Automation Conference (DAC), 2015 52nd
ACM/EDAC/IEEE (pp. 1-6). IEEE.
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Unwin, S., 2016. HYPOSTYLE. In The Ten Most Influential Buildings in History (pp. 106-119).
Routledge.
Valmohammadi, C. and Ahmadi, M., 2015. The impact of knowledge management practices on
organizational performance: A balanced scorecard approach. Journal of Enterprise Information
Management, 28(1), pp.131-159.
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