The Concept of Home: A Report on Hyatt Hotel's Strategies

This report provides an in-depth analysis of Hyatt Hotels' implementation of the 'home concept' within the hospitality sector. The report begins by outlining the background of the business, highlighting Hyatt's focus on providing authentic services to its customers. It then explores the concept of 'home,' emphasizing the importance of comfort, belonging, and a sense of attachment for guests. The report details how Hyatt Hotels and other accommodation providers, such as Airbnb and Hilton, are making use of this concept to enhance customer experience and gain a competitive advantage. The report further discusses the strategies employed by Hyatt to create a 'home experience,' including interior design, service quality, and the use of the Kano model to understand and meet customer needs. The report concludes by emphasizing the significance of both tangible and intangible aspects in creating a comfortable and satisfying experience for guests, ultimately aiming to foster long-term customer relationships.

History, Politics and
Culture

CONTENTS
INTRODUCTION...........................................................................................................................1
BACKGROUND OF THE BUSINESS..........................................................................................1
THE CONCEPT OF HOME............................................................................................................1
HOW ACCOMMODATION PROVIDERS ARE MAKING USE OF THE HOME CONCEPT. 2
CREATING THE HOME EXPERIENCE......................................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................7

EXECUTIVE SUMMARY
The concept of home is essential and important for the hospitality sector to provide better
services and products to the customers. The concept of hospitality industry starts from home and
traditions and culture of an individual. In the modern tourism and hospitality industry, the
professionals and administrations seek to serve this homely or comfortable feeling to the guests
as per their own traditions. For this, hospitality concept in home has effected the hospitality in
commercial industry such as hotel and tourism sector. Main purpose of conducting this report is
to make the tourist feel at home and provide them physical and mental comfort. Report state that
home concept hotels trends are emerging in the market as consumer prefer to stay in homely aura
beside being uncomfortable at other place.

INTRODUCTION
History is refer to as a past study in order to know the dynamic and meaning of the
relationship between reason and effect in the entire development of societies. Politics are the
activities or actions concerned with accomplishing and applying power in a society or country.
Culture is introduce as a framework of behavioural patterns, experience, values and assumptions
shared by a social group (Alvarez, 2018). A home is a place where the people feels happy and
comfortable to come back at the end of a tiring and long day at work. Therefore, history, culture
and politics are main and beneficial part for the hospitality sector because it help in open
communication that assist workforce work and collaborate together towards the accomplishment
of organisation goals. This report is based on hospitality industry which consists lodging, theme
parks, event planning, cruise, transportation, etc. Hyatt Hotel deals in hospitality sector i.e.
selected within this assignment. Main purpose of this report is to identify the concept of home
and also emphasis on making the visitors feel or perceive at home.
BACKGROUND OF THE BUSINESS
Hyatt Hotels Corporation is an American Multinational Hospitality organisation that
franchises and manages luxury resorts, hotels and vacation proper properties. It is a part of
tourism and hospitality sector which provide different services to the visitors. Hyatt has targeted
leisure and business travellers as its actual clients. Company believes in serving authentic
services or facilities to all visitors by catering their requirements in an effective and efficient
way. It was founded by Thomas J. Pritzker, Mark S. Hoplamazian in 27September, 1957 (Hyatt
Hotels Corporation, 2018). Beside this, Jay Pritzker purchased the first Hyatt house motel in
1957 for $2.2million. This entrepreneur and his brother Donald has crucial role in the
development of Hyatt goodwill. Main purpose and motive of Pritzker is to give comfortable
services to the guests. Hyatt hotel is an international hospitality business with around 13 brands
and more than six hundred properties in more than fifty countries. Prominent locations having
one of its hotels are Atlanta, Chicago, Hong Kong, Beijing, Boston, Manila, Seol, Tokyo,
Mumbai and San Francisco.
THE CONCEPT OF HOME
Home is refer as a comfort, belonging, authenticity, connection to loved ones,
community, warm and friendly with a sense of attachment. Home is the centre of routine life
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and progressively essential as a place or location where care related to the health is delivered.
Yet, as a concept, it remains empirically and theoretically underdeveloped (Ariza-Montes and et.
al., 2017). The term and concept of home has certain connotations related to family, culture,
journey and house. A home is a best place where an individual feels and perceives happiness
while returning at the last of a long at work. Therefore, culture has vital role in deciding the
ambience and environment in a house.
Hyatt Hotel is a commercial operator that use this concept in which they provide
comfortable and best service. The main motive of operator is to ensure that the customers receive
the comfortable feeling that they are staying in their own homes in forms of the services,
products, and culture. Therefore, the concept of commercial operator has come out from the
hospitality in home that has the main emphasis of making the individual feel happy and homely.
Hyatt Hotels is an hospitality organisation that offered services to an individuals in order to make
them feel happy at home with each and every needed facilities and amenities that the customer
could have accessed if she or he were in their home. There are some intangible and tangible
aspects that effect on customers feeling satisfaction. Under intangible aspects, hotel give full
security to its customers and staff of hotel providing immediate and fast services to the guests.
This helps to make long and good relation with customers because firm satiate consumers with
the services offered by Hyatt. In case of tangible aspects, hotel has visually appealing publicity
brochures and providing better services to the customers (Bonnett, 2017). These are also
essential for maximising customer base and maintaining long lasting relation with the guests.
HOW ACCOMMODATION PROVIDERS ARE MAKING USE OF THE
HOME CONCEPT
Hyatt Hotels is an accommodation providers in the United Kingdom. In order to give best
services to customers, Hyatt use “home concept”. As per this concept, hotels motivate their staff
members to analysis demand of customers and provide immediate services according to it. Hyatt
Hotel use this concept by providing tangible and intangible service quality aspects to the
customers. They give different tangible elements such as: providing high quality services and
products at reasonable price, giving comfortable bedding, pillows and beds and many other.
They also use intangible aspects such as giving full security and care for their customers, giving
services like the first time etc. and giving immediate and quick services to the clients. For
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example: Hyatt Hotels believes in comprehensive knowingness of customer's desires and wants.
Recently, hotels offers different options of event celebration like weddings, banquet, get
together, business meeting and many other. All its staff members are well-trained in order to
serve its client's with high warmth and efficiency. They offers various kind of lodging options to
the customer's such as:
 Full service lodgings in Andaz, Park Hyatt, Hyatt Centric, Grand Hyatt etc.
 Hyatt Zilara and Hyatt Ziva offers all inclusive resorts.
This concept are used by different organisation to accomplishing competitive advantages
by providing high quality service and products at affordable price to the customers. Here are
discussed some other examples of hospitality operators that are delivering services on the same
concept:
Airbnb: They follow the concept of home at their workplace by providing comfort to
their guests. Beside this, they give different facilities to the customer's such as vibrant modern
colour palette, refreshing and stylish atmosphere, comfortable bed and many other facilities
(Bunakov and et. al., 2015). Thus, it is essential and beneficial for the company to achieve better
results and accomplish their long term goals and objectives within predetermined time period.
Joe and Joe Accor: Aims of this business entity is to conquer the marketplace of
millennial minded and millennials, with an unique experience build around: the social animation
and experience of hostels, security and comfort of hotels, the appropriation of freedom and space
of private rental (Zinn, 2015). The Jo and Joe Open houses and places are real living spaces,
offering travels and locals alike a new experience where availability goes hand-in-hand with
activities and design are synonymous with sharing. Thus, it is essential and important for the
business to increase customer base and maintain long lasting relationship with them. All these
are possible with the use of home concept.
Home2 Hilton: Company has larger living fields with luxury hotel services and facilities.
Hotel has different services such as generous open-play living, refreshing designer skin, supplied
with all the necessary Kitchenware, haircare amenities and many other. All these are beneficial
and effective services for maintaining long term relation with customers. In this, all guests feel
comfortable and has perfect accommodation experience (De Groot, 2016). Hence, Hotel Hilton
is providing Home conceptual Hotels to their consumer to gain their loyalty and intrigue
potential buyers.
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Indigo IHG: They also follow the concept of home in the organisation. It is one of the
best concept for the success and development of company at large scale. For example: Within a
vibrant community, in a new boutique hotels that trust authentic local experience, intimate
services and modern design with the peace of mind. Therefore, business believe in making better
and strong relation with the clients within predetermined time duration.
CREATING THE HOME EXPERIENCE
In order to create home experience, Hyatt Hotel is considering different aspects such as
food, service, Interior design, music, colours, art, lighting, furniture, lobby, rooms, local
community, entertainment and technology. All these are essential for the hotel to maintain long
term relation with guests and accomplish their goals and targets in giving time duration. All these
aspects that are key part of the concept of home (Giroux, 2018). In this, company follow Kano
model which is useful for providing better experience to the guests in an effective and efficient
manner.
Kano model: It is a theory for customer satisfaction and product development, developed
by Professor Noriaki Kano in 1980. This model classifies customer preferences into 5 parts. It is
a useful and essential in gaining a direct understanding of a client's needs and requirements. In
addition, it is an insightful and effective way of knowing and classifying five kinds of customer
needs for services and products offered by Hyatt hotels. It is a more effective and valuable model
for the Hyatt to make the gussets feel contended and homely by providing him a feel as their own
traditions, actions and culture. Categorise of this model are determined as under:
Must-be quality: It is introduced as a requirement that the guests demand and are taken
for granted. It is followed by the company to provide better quality in its service and products so
they can retain long term relations with customers. In addition, must-be quality needs are identify
as a basic criteria of service which is essential for increasing satisfaction level of customers.
(Landsberg, 2018). If these needs are not consummated, the clients will be highly dissatisfied. It
is essential for the hotel because this requirement provide experience relation to its own home.
One-dimensional quality: With respect to these needs, satisfaction of customers is
proportional to the fulfilment level. These requirements are mainly explicitly demanded and
wanted by the clients. Hotel manager provide One-dimensional quality to their customers so that
they feel happy and homely. In this business give better quality in their service at reasonable
price.
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Attractive quality: It is another types of requirements which have the more impact on
company about how they fulfilled this need of clients. Hotel manager play vital role is to
provide tangible and intangible aspects to the customers so needs of the clients is automatically
fulfilled. It includes immediate and fast service, better quality in services, comfortable rooms and
many other.
Indifferent quality: If the attributes of quality cannot be categorized into above three
parts, it is known as indifferent attributes. Thus, it is significant for the hotel to fulfil basis needs
and wants of customers and achieve better results within predetermined time duration.
All this part of the Kano model are essential and useful for the company to provide home
related experience and services to the customers at reasonable price (Papargyropoulou and et. al.,
2016). Along with them physical evidence of the Hyatt Hotels is also significant for giving home
related experience to the clients. It is the part of hotel environment and atmosphere in which
manger of the company offered quality services to its customers at reasonable price. In this,
company provide both tangible and intangible goods to the customers.
Hyatt Hotel use different ways to increase customer experience and providing
comfortable service to them. They should provide the choice of self-service via mobile
interfaces. Company should allow customers to use their smartphones in lieu of keys. Deliver a
better service experience by engaging with customers through their preferred mode of
communication (Venuti, 2017). For example: If one moves into the Hyatt Hotels his expectation
or belief are of a friendly environment, clean, besides better food quality which is identify as a
core and main service of this hotel. The company can use client-driven designs, homely decors
and worthy furnishing to provide homely experience to clients. Also, through analysing demands
of consumer and then deliver the services is one of the most and creative idea that Haytt Hotel
can opt to improve their services and deliver home concept hotel services.
CONCLUSION
From the above mentioned information it can be concluded that concept of home is
essential and beneficial for the service sector. This is an emerging trends and market concept
employed by hospitality industry to provide consumer homely experience in regard of attracting
and intriguing potential buyers. In order to follow such type of concept, company follow Kano
model which is significant and beneficial for the restaurant to easily fulfil basis needs and wants
of the customers.
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