Individual Boardroom Report: Reputation Management of a Hotel

This report examines the impact of a fire incident at the Mandarin Oriental Hyde Park hotel on its brand reputation. The introduction provides context, followed by a critical review of reputation drivers and the negative incident's consequences. The report identifies fire occurrences, including kitchen fires and those caused by smoking materials and electrical appliances, and assesses their impact on the hotel's image, customer plans, profitability, and expenses. It then analyzes current management practices using the RepTrak model, evaluating the importance of products and services, innovation, workplace environment, governance, citizenship, leadership, and performance. The report concludes with recommendations for improving brand and reputation management, focusing on customer satisfaction, experience enhancement, and effective issue resolution. This report aims to provide a comprehensive analysis of the incident and suggest strategies for reputation recovery and enhancement.

Individual Boardroom
report

Table of Contents
INTRODUCTION...........................................................................................................................3
Critical review of the reputation driver and impacts.......................................................................3
Occurrence of negative incident..................................................................................................3
Impact of negative incident.........................................................................................................3
The current management practice and alternative perspectives......................................................3
RepTrak Model............................................................................................................................3
Current brand and reputation management......................................................................................3
Recommendations for alternations to practices...............................................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Boardroom is a room where the group of individuals organised suitable meetings regarding
their business decisions election of shareholders launch of any new product and many more in
order to manage the organisation. Within the hospitality sector boardroom refers which is useful
in order to conduct any sort of event and business meetings. Boardroom is majorly divided into
three categories including chair inside directors and outside directors (Cherednychenko, 2017).
To carry forward this report Mandarin Oriental Hyde Park is considered which is a luxury 5-
star hotel situated in London United Kingdom as Hotel offer luxury services to their customers
including dining spa and Wellness. Hotel is decorated in the traditional English style with which
colours and have free Wi-Fi flat screen marble bathroom and pleasant view.
Further, the report leads to cover details about the occurrence of negative incident in the
respective Hotel which is Blaze in the hotel and its impact over the reputation. Along with this
underperformed reputation drivers are also identified and criticize the current brand and
reputation management by determining the strength and weaknesses. Also, suitable
recommendations are also provided for the alterations of brand and reputation management
practices.
Critical review of the reputation driver and impacts
Occurrence of negative incident
Within the hotel the most common place for the fire to start is in the kitchen as the risk
arises from the use of combustible materials like unsupervised or faulty equipment’s and human
error. Fire poses the suitable dress to the hospitality sector that causes costly damage and
bringing operation to the danger as it can undermine the reputation of Hotel. According to the
report of London fire brigade around 44% of the restaurant and hotels fires in the capital during
2015 to 2017 which is a started from the cooking (Strampelli, 2017). By observing the case study
of Mandarin Oriental Hyde Park, it has been analysed that the fire occurred from kitchen and
also likely to convert into Blaze and fuel that cause significant damage to the reputation of Hotel
staff members and overall productivity of Hotel.
Despite from this, the total number of smokers in the UK cigarettes and other smoking
materials are also become danger to the hospitality sector as it can cause fire in the hotel. Are
considering the latest data of 2018 and 2019 it has been identified that the fire causes costly buy

cigarettes cigars and pipe tobacco are more fatal which is approximately 34% of the fires ignited
by the smoking materials.
Apart from this, there are the chances that the fire also occurred because of the electrical
appliances because the hotel and bar is full of electrical appliances including kettles Hair dry iron
lamps and many more that causes a potential fire way (Raffay, 2016). Apart from this the
number of electrical appliances and their uses increases rapidly in terms of making the parents of
Hotel quite fancy in comparison to the past decade.
Therefore, the fire is largely determined by the fire load in the building room and area as it
describe the latent energy which is released by the combustion of materials in the furniture
fittings regarding the outbreak of Fire (Moradi and Molla Imeny, 2019). To mitigate the risk of
fire in the hotel need an effective management team to cope up and manage the risk of fire in the
hotel and bars that require the fire risk assessment and properly documented checks with current
fire safety regulations.
Impact of negative incident
The fire and Blaze that occur in the hotel put negative impact over the brand image and
productivity of Hotel. Due to this most of the customers change their plans and cancel their
cookies that negatively impact the profitability and sales of Hotel. Most of the people prefer stay
in that Hotel which is quite safe and also have suitable facilities which is convenient for
customers during their staying (Larcker, Reiss and Tayan, 2017). Therefore, the lodging
establishments occasionally suffer damage and issues like fire that break out unexpectedly
damage to the several units.
After the occurrence of fire in Mandarin Oriental Hyde Park suffer considerable loss of
revenues by following the structure a fire depending the units were damaged and others are
uninhabitable because of their proximity to the damaged unit during the repairing process.
Athletes to negatively impact the mind set of customers because everyone wants to stay in the
safe place by considering their safety factors.
Along with this, it also prominently impacts the profitability of hotel and their expenses like
after the occurrence of Fire it cause damage to the furniture and other equipment’s of fatal and
for this, they need to repair it that include additional expenses. Besides from this if the rules are
not touched by this Blaze can still damage the deputation as a result of smoke making their way
through the ventilation system that can harm the life of customers (Gabaldon, Mensi-Klarbach

and Seierstad, 2017). After Blaze the Mandarin Oriental Hyde Park not only meet to repair the
room but also replace furniture and appliances that have been damaged including tables bats
refrigerators chairs and other furniture and the replacement cost alone may be quite steep.
Therefore, the good news is that the hotel fire is minor with 73% confined to the point of the
origin where the fire is initially beginning. So, the minor Blaze is not down by the fire alarm for
alert by employees who are able to make proper use of fire extinguishers and other equipment’s.
There may also videos issues which are related to the injuries sustained by employees and guests
which is paid by insurance and also mean that the hotel finds pic self St per insurance rates.
The current management practice and alternative perspectives
RepTrak Model
Reputation is considered as the major feature for the successful business as it is the
precious intangible asset for the hotel. To assess the reputation of company the variety of
dimensions of Corporate reputation can be perceived in various ways by several customers
(Kotschwar and Stahler, 2016). Reputation is considered as the emotional connection with
stakeholders have with the Mandarin Oriental Hyde Park. In terms of managing the reputation of
Hotel RepTrak is being used by considering the machine learning and artificial Intelligence with
the healthy dose of common sense.

Figure 1: RepTrak Reputation Model, 2017
Therefore, the intangible concept includes the reputation of Hotel that directly drives the
business result. For this reputation define the emotional connection which is being identified by
the seven key drivers of reputation that prominently identify the strength and weaknesses of
company.
Products and Services: The offerings of qualitative products and services by the Mandarin
Oriental Hyde Park leads to shape the reputation of Hotel which is the highly visible area with
the consideration of stakeholders regarding their interaction (Passador, 2018). If the products and
services of Mandarin Oriental Hyde Park fail to fulfil the Expectations of repetition like incident
happen in the respective Hotel including the occurrence of fire leads to damage the reputation
and revenue of Hotel.
Innovation: This driver depicts the position of company as there the company stand out in
the market and what does it evolve. In terms of respective hotel because of the occurrence of fire
leads to damage the brand image of Mandarin Oriental Hyde Park and for this reason of Hotel
need to improve their brand image in order to survive in the market and for this they need to
think creatively by inspiring with their Rivals which are highly regarded.
Workplace: It represents the culture of workplace that has never been the integral part of
recruitment and retention of talent in the hotel. In regard of this by considering the

unemployment rate in UK is white floor and for this they pay more attention to the hotel
management regarding the employment and effectively attract the best and skilled candidates for
the job role (Lee and Tran, 2016). The respective hotel is to provide various incentives to their
employees including compensation packets benefits work life balance and many more that keep
motivating individuals to perform their job role.
Governance: It represents the suitable measures which company take regarding the ethical
behaviour fairness and transparency within the hotel (Addison, 2017). In this context the
Mandarin Oriental Hyde Park need to be strong in some areas as if they want to prominently on
the licence to operate by the stakeholders then they need to undertake the particular regulators
and policymakers for any decision.
Citizenship: It represents that the respective Hotel score high in terms of citizenship by
taking the active stand that aim is to make the world better place by frequently considering the
environmental and social efforts. In this context the Mandarin Oriental Hyde Park take initiative
towards the environment and corporate social responsibility in order to enhance their brand
image by planting more trees and spreading awareness about the nature and environment.
Leadership: This type of suggest the basic pointers of effective leadership in that way
company needs to manage itself by considering and clearing the Vision and Mission. In this
context the respective Hotel need to set their clear Vision and Mission in order to improve their
reputation and also recruit talented leaders who can align with the objectives of company
regarding the enhancement of performance (McGinty, 2016).
Performance: This driver is surprisingly less important in comparison to other dimensions
pictures only number matters as no one see the performance is it is intangible and also
considered as the key indicator for the success of reputation.
Therefore, it has been analysed by the above model that the respective hotel needs to
consider products and services and innovation factor in order to again improve their position in
the market after the negative incident of Blaze in the hotel that leads to destroy the image of
company. The incident of Blaze also put negative impact over the customer relationship of Hotel
in negative manner and for this they need to manage their Hotel reputation by launching new
facilities and innovative features in their hotel to attract maximum number of customers.

Current brand and reputation management
Brand reputation is important for any organisation and to maintain the positive brand
reputation organisations need to increase the customer loyalty and develop confidence in the
market. There are various ways by which Mandarin Oriental Hyde Park can improve their brand
image in order to again survive in the market after the negative incident of Blaze in the hotel. In
this context Hotel need to improve customer satisfaction buy satisfying maximum number of
customers to stay with them for the longer period of time and also spend more over their
products and services in terms of reliable revenue stream (Barron and et. al., 2017).
Customer satisfaction is not only the basic key for the business growth but it also positively
impacts the brand reputation by sharing the positive experience of customers with their relatives
and friends. The respective Hotel need to focus in order to enhance the experience of customers
by repeatedly overtaking the product and prices in the variable and important manner by
considering the purchasing decision of consumers. For this Mandarin Oriental Hyde Park need to
reach out individually to each customer once per quarter for their check in and also send
customer survey to identify the areas where they can improve and implement their feedback.
Along with this, Hotel me to constantly stay in contact with their customers with the help of
email newsletters and other forms by offering the update of their new facilities and products.
Apart from this put and need to effectively resolve the issues by having customer support team
that helps in increasing their brand reputation and also focus on the help desk automation system
which is reputation management software which is helpful for the respective hotel to streamline
the process (Findlay and et. al., 2018). Along with this hotel need to offer the multiple support
channel like social media email phone calls live chat and many more in order to resolve the
issues of customers and easily reach out to them.
Besides from this, when customers post any sort of negative comment regarding the brand
reputation of company over the social media it become the responsibility of the Hotel Manager
respond quickly over the comment as soon as possible (Singh and et. al., 2019). The negative
sentiments can spread the Wildfire on the social media that can negatively impact the image of
Hotel and for this Mandarin Oriental Hyde Park need to leverage the social listening tools that
helps in developing the all-in-one Customer Relationship Management Solutions in order to
receive alerts anytime in order to manage their brand on the social media.

Recommendations for alternations to practices
It is important for any sector to improve and manage their brand image in order to target
their potential customers and Secure their direct sales. In regard of this there are various ways by
which Mandarin Oriental Hyde Park can enhance and improve their reputation by considering
various techniques which are helpful in order to positively improve the brand image of Hotel
with the help of opting right Technology. In this context Hotel must have influential marketing in
order to maintain the real contact with their customers and target audience by including the
holding of an event conference and also permit them to introduce the brand with different
figures.
In regard of this, the celebrities and public figures also plays an important role to increase
the print of hotel and also known as the influencers. In regard of this their respective Hotel need
to reach towards influencers that permit them to attract the new audiences that increase the reach
of company. Besides from this, influencers also develop a healthy and strong relationship with
their followers that can give actual boost to the branding of respective hotel. Followers have
proper trust and Faith over the recommendations of their influences that provide healthy
opportunity to the services of Hotel in order to improve their position in the market.
CONCLUSION
From the above discussion, it has been analysed that the basic function of boardroom is to
conduct the meetings of an organisation including the board of director’s election of individuals
to represent the interest of shareholders and many more. Boardroom should conduct the big table
and an adequate number of chairs to sit all the representatives and also located in order to
promote privacy. Most of the board members use board room in order to discuss and take
decision regarding the management of an organisation and it is prominently used by the board of
directors of an organisation.

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