Marketing Information System in Hospitality Industry Analysis

This essay examines the significance of Marketing Information Systems (MIS) within the hospitality and tourism industry, specifically focusing on the Mandarin Oriental Hyde Park, London hotel. The report highlights the critical role of MIS, particularly the Opera property management system (PMS), in enhancing hotel operations, customer service, and overall profitability. The essay details how Opera PMS facilitates data collection, analysis, and information dissemination to improve decision-making across various departments, including front office, housekeeping, and accounting. It emphasizes the benefits of the system, such as improved communication, streamlined operations, and better customer service, while also acknowledging potential drawbacks like high costs and data security concerns. The analysis underscores the importance of adapting to technological advancements to maintain a competitive edge in the dynamic hospitality market. The report concludes that the implementation of Opera PMS is essential for hotels aiming to meet customer expectations and achieve long-term success.

ESSAY

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing information system is designed for the marketing to make decisions
accordingly which can help the company have a better functioning and have a high profitability.
System is where all the data of marketing is formally collected, analysed, stored and then the
information is given to the managers of the company so that they can make decisions
accordingly. Opera property management system (PMS) is also designed so that all the data can
be collected in one place and that will make the functioning of the hotel better. Mandarin
Oriental Hyde Park, London is a five star hotel in United Kingdom which is having 141 rooms
and 3 restaurants and 1 bar in the hotel. The hotel was renovated and restarted in 2000 so that the
customers needs and demands could be matched by the hotel. The report consists of the
importance of marketing information system and its effectiveness within a hospitality and
tourism industry.
MAIN BODY
It is very essential for the hotel like Mandarin Oriental Hyde Park, London to have a
better functioning in respect of marketing for the organization so that they can maintain their
reputation in the market (Edghiem and Mouzughi, 2018). The organization is using Opera
property management system so that they can provide the customers and the internal departments
of the organization can be maintained well. There are a set of standards which Mandarin Oriental
Hyde Park hotel has created for themselves so that they can have a better customers service and
make a better impact on the customers so that they travel with the same hotel again in the future.
There are a lot of ease in the functioning of the hotel because it is making a lot of factors in the
hotel have a better information of the working of the hotel in market (António, de Almeida and
Nunes, 2017). The system is good for 24×7 kind of services like Mandarin Oriental Hyde Park
hotel is providing to the customers because they operate all the time so that whenever the
customers need the services the hotel fulfils them from time to time.
To make a hotel function it is very essential that there is a communication in the hotel so
that they can get a competitive advantage in market which is a very essential element for
Mandarin Oriental Hyde Park hotel (Gretzel, 2017). The hotel is having a lot of rooms in the
hotel which have to be managed well since Mandarin Oriental Hyde Park is a five star hotel
which has set high standards for themselves so that they can have a better functioning for
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themselves. Opera property management system is making the company have a better
functioning for themselves which is a very essential element for the company since all the
departments will be updated about the factors which are required in the hotel. All the
departments must be updated about the hotel and the rooms which are occupied so that they can
function accordingly which will help the hotel to have a better functioning for themselves (Li
and et.al., 2017). Departments life front office and housekeeping need to be updated so that they
can prepare the rooms and the services which are given to the guests are appropriate. The
internal factors or environment of the company will reflect on the overall performance of the
company and it is going to be visible on the customers and the customer experience has to be
maintained by Mandarin Oriental Hyde Park hotel therefore using this system is going to be a
great advantage for the company.
Opera property management system is going to provide the customers with the best of
services because there will be an update in this system by all the departments so that everyone
can know the kind of attention and services which are supposed to be given to the customers
(Read, Goss and Hopkins, 2017). There are loyal customers which are given discounts and
special treatment so that Mandarin Oriental Hyde Park hotel can maintain their customers in the
hotel so that they can maintain their revenue. This is a very simple system which can be operated
in a hotel chain and the company can make the most from this system by providing the
customers with the best of services. Customers service can make a huge impact on the customers
which have to be maintained so that they can make the most from that factor which is going to be
very helpful for the company. This is a system which is not so complicated and updates in this
system is easy which will make the employees also have a better functioning and the
management will be able to adapt to this system faster (Melián-Alzola, Fernández-Monroy and
Hidalgo-Peñate, 2020). This is a very useful system in Mandarin Oriental Hyde Park which will
make the company have a better functioning for themselves. Performance of the employees can
also be updated on this system so that the employees are also ware of their reviews so that they
can improve accordingly which will make the hotel have a better functioning.
The system is going to help the departments to have a better functioning for themselves
so that they can make the company have a better reputation in market. Updates of the customers
and the departments is present on this system which is very secured in Mandarin Oriental Hyde
Park hotel so that no one expect the hotel staff can access to it (Šimunić, Stifanich and Prodan,
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2018). Management of Mandarin Oriental Hyde Park hotel have to make a lot of decisions for a
daily operation to take place in the hotel so that the organization can function smoothly so that
they can make the customers get the best of services. The check in and check outs of the
customers is also updated in this system so that all the members of the hotel are updated of the
customers which the hotel is having which can make the department plan their daily operations
accordingly. The guests rooms have to be prepared by the housekeeping as soon as the guest
checks out so that the room is ready for the next customers and the customers do not have to
keep waiting because that will create a negative impact of Mandarin Oriental Hyde Park hotel on
the guests (Espino-Rodríguez and Rodríguez Díaz, 2017). This will make the reputation of the
hotel even better in the market which so going to be very helpful for a long run in market.
Accounting department will find it easier to function and the department will be able to have a
better planning for themselves and prepare budget accordingly. There are a lot of customers who
are booking online which will also reflect in this system and the hotel can book for the other
customers accordingly.
Disadvantage of this system is that it is very expensive and not all the hotels in the area
can get this kind of system. Mandarin Oriental Hyde Park, London is a hotel which can afford
this system so that the hotel can have a better functioning for themselves which is going to be
very helpful for a long run of the hotel (Turner and et.al., 2017). The customers are the priority
for the hotel therefore they have to make sure that they are using the best of system so that they
can make the company have a better productivity for themselves. There are a lot of competitors n
the industry and this system gives an advantage to the organization to have a better functioning
for themselves so that they can make the customers have a better functioning for themselves
which is going to very helpful. Customers data is also collected in this system which can be
dangerous for the company because if the data is leaked then the competitors can misuse this
data and the hotel can lose their customers. There are a lot of loyal customers which Mandarin
Oriental Hyde Park hotel is having for themselves which is making the company function so
much better. Expensive system is not the concern of the hotel but providing the best of services
to the customers is well maintained so that the company can increase their profitability in market
and the market shares of Mandarin Oriental Hyde Park, London can increase (Al-Msallam and
Alhaddad, 2016).
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CONCLUSION
From the above report it can be concluded that there is a need for opera PMS in hotels
which are having a standard in the market for themselves so that they can find it easier for
themselves to function in market. There are a lot of planning, communication, services, etc.
which the hotels have to function on so that they can provide the customers with the best of
services. This system is application for a property which is having a high value in market and the
customers expectations from the hotel are high then expected. This system is going to provide
the hotel with a better planning for the future and the customers will get the best of services
which will fulfil their expectations and requirement from the hotel. To fulfil the expectations,
needs and demands of the customers which is the focus of Mandarin Oriental Hyde Park is being
successful by using Opera property management system.
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REFERENCES
Books and Journals
Al-Msallam, S. and Alhaddad, A., 2016. The effects of social media Marketing in the hotel
industry: conceptual model for development of an effective online
community. International Journal of Business and Management. 5.
António, N., de Almeida, A. and Nunes, L.M., 2017. Using data science to predict hotel booking
cancellations. In Handbook of research on holistic optimization techniques in the
hospitality, tourism, and travel industry (pp. 141-167). IGI Global.
Edghiem, F. and Mouzughi, Y., 2018. Knowledge-advanced innovative behaviour: a hospitality
service perspective. International Journal of Contemporary Hospitality Management.
Espino-Rodríguez, T.F. and Rodríguez Díaz, M., 2017. Make or buy in the hotel marketing
department: transaction costs, financial and relational performance. Tourism &
Management Studies. 13(1). pp.7-17.
Gretzel, U., 2017. Influencer marketing in travel and tourism. In Advances in Social Media for
Travel, Tourism and Hospitality (pp. 147-156). Routledge.
Li, L and et.al., 2017. An empirical study on the influence of economy hotel website quality on
online booking intentions. International Journal of Hospitality Management. 63. pp.1-
10.
Melián-Alzola, L., Fernández-Monroy, M. and Hidalgo-Peñate, M., 2020. Tourism Management
Perspectives. Tourism Management. 33. p.100606.
Read, D.C., Goss, R.C. and Hopkins, E., 2017. Strategic business development and client
prospecting in the third-party apartment management industry. International Journal
of Strategic Property Management. 21(4). pp.346-356.
Šimunić, M., Stifanich, L.P. and Prodan, M.P., 2018, January. The Level of Hotel Reservation
Synchronization Processes Using Information Technology Tools. In Interdisciplinary
Management Research XIV.
Turner, M.J and et.al., 2017. Hotel property performance: The role of strategic management
accounting. International Journal of Hospitality Management. 63. pp.33-43.
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