FOO101 Assessment: Analyzing Marriott Hotel Front Office Operations

This case study examines the front office operations of Marriott International Inc., a leading global hotel and hospitality company. The analysis covers various aspects, including the company's background, its two chosen brands (Luxury and Budget Hotels), and the role of the front office in ensuring guest satisfaction. The study explores the key factors influencing guest experiences, such as timely service and effective communication, while differentiating between luxury and budget hotel operations. It also delves into the communication channels and tools employed across different hotel departments to enhance efficiency. Furthermore, the case study identifies the target markets for each brand and discusses the varying needs and expectations of their customers, offering a comprehensive overview of Marriott's operational strategies and success factors within the hotel industry.

Running head: MARRIOT HOTEL CASE STUDY
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MARRIOT HOTEL CASE STUDY
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MARRIOT HOTEL CASE STUDY 2
Introduction
Front office operations are core and paramount to the success of any given company,
organization or business enterprise across the globe. Clients of an organization pass through
the front desk first before they are received by the managerial or support team. For an
organization or business entity to be successful in its ventures, it has to employ qualified staff
who manage the front office effectively. If this does not happen, clients may be repulsed by
the attitude and behaviour of the individuals who are employed at the front desk. The front
office is part and parcel to the front office. In this paper, we will analyse the operations of the
front office. To do this, we will use a case study of a successful business organization which
has gained success in its ventures.
Provide a brief background on the chosen hotel organisation and each of the two
(2) chosen brands
To effectively analyse the operations that regard the front office, we will review
Marriot International Inc. operations which have influenced its massive success across the
globe. The company understudy has had massive success in the hotel and hospitality industry
in the recent past making it one of the best providers of associated services in this field.
Marriot International Inc. is an American international and diversified hotel and hospitality
company that manages several hotels and franchises that offer hospitality and
accommodation facilities to individuals who need these facilities. Founded by Willard
Marriot, the company which is led by the son of the founder has 7,003 real assets related to
the hotel and hospitality sector. This is according to a report established by the company in
the period ending 2019 (Mathews, Pattnaik & Panda, 2018). Due to its professional
management, the company has been rated the third-largest hotel chain all over the globe. The
company has expanded to establish ventures in 131 countries across the globe. The company
is headquartered in Bethesda, Maryland in the Washington D.C metropolitan area. Due to its

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massive success in the hotel and hospitality industry, the company was ranked as being
number 33 by Fortune for being the best company in the hotel and hospitality industry. The
brands which are Budget and Luxury Hotels have contributed to marketing the hotel to the
extent it is currently.
Number of assets
Marriot Hotels have over 1,300 hotels across the world. They have managed to be the
third largest chain hotel in the world. Their ability to deliver quality services to their clients
has contributed to the establishment of these hotels in 131 countries across the globe (Melián-
González & Bulchand-Gidumal, 2017).
Recent developments
Marriot International Inc. has made a huge impact to the hotel and hospitality sector
in the recent past. It has established many hotels in Africa, Asia and South American
continents. Its recent hotel, to be established in Nairobi Kenya is one of the many recent
developments that the company has made (Melián-González & Bulchand-Gidumal, 2017).
Budgeting
The finance sector of the company is allocated the duty of managing the funds that are
transferred to the company’s accounts. Although this is the case, there are many issues that
the Budgeting sector of the company has to consider for it work effectively (Melián-González
& Bulchand-Gidumal, 2017). To begin with, the company has over 131 hotels in many
countries across the globe. The finance sector of each hotel has to monitor its transactions and
transfer the accrued profits to the company’s main finance department. This has been a
challenge to this company due to the number of transactions that happen on a daily basis.
Apart from this, the budgeting sector is given the duty to pay all the expenses that the
company undergoes. In doing so and ensuring that the company is successful in carrying out

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its ventures, this sector has to balance between the revenues gained and the expenses accrued
(Melián-González & Bulchand-Gidumal, 2017).
The company is valued at 22.44 billion dollars in the current analysis. This makes it
one of the companies that receive huge amounts of money. The budgeting sector of the
company is given the duty to ensure that the net worth of the company is not affected
whatever the circumstance. All I all, the budgeting sector of the company has effectively
handled all the factors that can negatively affect the company due to global changes in the
business sector which the company has invested in. (Melián-González & Bulchand-Gidumal,
2017)
Outline the Front Office operations executed at luxury hotels that differentiate these
properties from budget hotels. Be sure to consider preparation for guest arrivals,
welcoming guests, check-in process, level of service, departure and post departure
processes.
Marriot hotels receive many guests in their daily operations. We have to analyse the key
factors that lead to gest satisfaction for s to be able to understand the general operations of the
company. A guest who visits a hotel enterprise is regarded as an asset since he promotes the
business enterprise financially. This is a factor which has been considered by the company
under study. Any given guest who visits any Marriott’s’ hotel across the globe must be
treated with due respect and by the established rules and regulations of the Marriott
Corporation. These rules and regulations, which mostly regard customer service are
established to guide the employees who work for Marriot hotels on the best techniques and
methodologies that should be used in ensuring that all guests are satisfied with the services
offered by the company (Mathews, Pattnaik & Panda, 2018). The key factors that Marriot
hotels consider in delivering quality services to their clients include;
 Timely deliverance of required services

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The hotel has requirements that should be considered by the employees of the
organization. The organization’s employees must ensure that they deliver the needs
and requests of their clients on a timely basis. In doing so, they should not keep their
clients waiting for their requests and orders to be delivered. The front desk has a duty
of ensuring that all guest are satisfied and that their orders are well analysed and
delivered on time. In case of a situation whereby employees of the organization do not
fully understand the requirements of the clients and deliver the foodstuffs and other
necessities required by their customers, the company has to sack these employees.
This is a rare case since the company employs individuals who are able and
competent in the field of hotel management and hospitality (Mathews, Pattnaik &
Panda, 2018).
 Communication
This is one of the key factors that lead to the success of any given business
organization or enterprise across the globe. Guests and clients of any given business
enterprise, company or organization in existence across the globe should receive
adequate communication from the company whenever they require it (Melián-
González & Bulchand-Gidumal, 2017). This has been the case with Marriot hotel
professionals since the company has recruited individuals who can communicate
effectively with clients who require services offered by the company. Apart from this,
these individuals can understand the different requests made by the clients of this
prestigious hotel. The human resource team has been at the forefront in this sector to
ensure that it recruits personnel who have the required and necessary communication
abilities with customers. Able communication is a tool and a factor which can be
considered to have propelled the company under discussion to greater prosperity.
Clients and guests who need the services of the company should only communicate to

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the waiters and waitresses serving them for their needs and requirements to be
handled effectively.
This a sector that should be handled by the front office of the organization. Clients of
the organization should report all their needs and requirements to the front office and
they will be handled effectively. The success of this company clearly shows that the
hotel has considered this as a key factor.
Explain three (3) different channels and tools that hotel properties use to
communicate across departments and discuss how each tool contributes to efficient
operations and customer satisfaction.
The front workplace staff communicates with all branches of the inn, inclusive of
showcasing and deals, housekeeping, nourishment and refreshment, meal, controller, upkeep,
security, and HR. These divisions see the front office as a correspondence contact in giving
traveller administrations (Melián-González & Bulchand-Gidumal, 2017). Every one of the
workplaces has a one of a type correspondence join with the front workplace staff.
Traces and communication
The hotel has to trace all its transactions since they involve hugely amounts of money.
The hotel has therefore used the innovations established in the field of information
technology to do this chore. Information collected during the daily activities of the hotel is
backed-up in computers for future referencing. This is done through databases and other
storage devices like hard disks and compact disks.
Communication between the hotel employees is easy since the hotel has established
phones. It uses internet for easy communication and this has solved many of the problems it
faces in the communication department. The use of internet based platforms in managing the
different enterprises established by the company under discussion across the globe has made
the issues regarding tracing information and data simpler.

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The hotel industry in general
There are many factors that should be considered by a company or business enterprise
that wants to invest in the hotel industry. The industry under discussion has attracted many
investors across the globe. Tis cab be attributed to the huge profits associated with the
industry under discussion which offers services in the accommodation, hotel and hospitality
sector. There has been an upsurge of many hotels being established across the globe.
Although this sector has attracted many companies and individuals who have established
hotels in many countries across the globe, the sector faces stiff competition and many
challenges (Melián-González & Bulchand-Gidumal, 2017) . To analyse the hotel industry, we
have to analyse all the departments that a successful hotel should have.
The front office is one of the major sectors of any successful hotel across the globe.
The decisions made by the front office of an organization affect many other departments of
the hotel. This makes the front office the central department in the success of any given hotel.
To fully analyse this, we have to focus on a single business entity that has been successful in
the hotel industry. Marriott International Inc. has been successful in this sector. For this case,
we will analyse how the company’s front office relates with other departments of the
organization (Melián-González & Bulchand-Gidumal, 2017).
Identify the target markets for each of the chosen brands and the differing needs and
expectations of these customers
So as to advertise your item or administration, it is basic that you tailor your
showcasing and offers endeavours to explicitly arrive at the fragment of the populace that
will no doubt buy your object or administration. It is important that you at the start determine
or evidently recognize your indispensable market. Your energies and belongings at that point
can be spent all the more proficiently (Melián-González & Bulchand-Gidumal, 2017).

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On the off chance that you do not have the foggiest idea who your clients are, in what
capacity will you have the option to survey whether you are addressing their needs? Since
development relies upon your having the option to address clients' issues and wants, you need
to comprehend who your clients are, what they need, where they live and what they can bear.
e've all heard an entrepreneur state, "My item is tremendous! It claims to everybody."
Many of us have likewise observed impartial ventures that try to be the entirety to all
individuals. This is troublesome, if truly feasible, an extension to cross (Melián-González &
Bulchand-Gidumal, 2017).
Focusing on your market is surely characterizing who your fundamental purchaser
will be. The market ought to be quantifiable, accurately large and reachable. When your goal
market is characterised through your insight into object requests and market examination and
can be estimated, you ought to determine if that goal promote is sufficiently big to continue
your commercial enterprise on a progressing premise (Melián-González & Bulchand-
Gidumal, 2017). What's more, your goal market ought to be reachable. There have to be
methods for conversing with your supposed hobby group.
The consumer showcase. People and households who buy merchandise for their very
personal utilization or gain are a piece of consumer advertising. Medication and basic food
item matters are the most frequent sorts of client items. The cutting-edge market. People,
gatherings or associations that buy your item or administration for direct use in delivering
exceptional objects or for use in their everyday activities. The factors that should be
considered when Marriott hotels target a specific market include:
 Distinguish why a customer would want to buy your product/service
 Fragment your overall market
 Research your market

MARRIOT HOTEL CASE STUDY 9
The target market for Marriott Hotel depending on either of the luxury or budget brands
differ. The luxury hotels target the rich in the society which is few (Melián-González &
Bulchand-Gidumal, 2017). This shows that only a few people are able to purchase the
luxurious services offered by Marriott Hotels across the globe.
The other hotels, which are termed as Budget hotels have lower costs and the services
offered in these hotels cannot be considered as luxurious. These brand targets middle-income
earners who are willing and able to access the services offered by the company. Budget hotels
are many since they are located in many countries across the globe.
Discuss current strategies each brand uses to provide quality customer service to
their Target market and propose two (2) additional strategies that each of the brands
could Implement to increase guest satisfaction
As mentioned earlier, there are two brands of the hotel. These brands define the
growth and the performance of the hotel in the sector which it offers its services in. these
brands are the luxury and budget hotels which both fall under Marriot International Inc. these
brands are different in so many cases since the value of the services offered in these two
different brands is entirely different. The luxury brand of the company is expensive and only
a few from the society can afford the provided services` (Melián-González & Bulchand-
Gidumal, 2017)
The Budget brand is related to the hotels that offer low budget services to the
customers who require the services of the organization. Although people can also view that
these hotels are expensive, the quality of the services offered in both of these hotels should be
considered. Services are purchased according to the quality. Since the quality of services
offered by these hotels is worthy as the hotels are classified to be the third-best hotels across
the globe (Melián-González & Bulchand-Gidumal, 2017).

MARRIOT HOTEL CASE STUDY 10
I would recommend the luxury brand of the company to reduce some of its exorbitant
prices of some of their services and goods. In doing so, the luxury brand hotels will get more
customers and therefore generate more profits. Apart from this, the company should increase
the number of hotels that offer a luxury brand (Melián-González & Bulchand-Gidumal,
2017).
I would recommend the Budget brand to advertise their services to every country
across the world where their hotels are located. This will generate more customers since they
will know the quality of the services offered and where to get the services they require. This
will increase the profits generated in the company (Melián-González & Bulchand-Gidumal,
2017).

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References
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quality of hotel services in Jordan: A case study of the Marriott International Hotel in
Amman. International Journal of Marketing Studies, 9(6), 82-95.
Giesbrecht, T., Scholl, H. J., & Schwabe, G. (2016). Smart advisors in the front office:
Designing employee-empowering and citizen-centric services. Government
Information Quarterly, 33(4), 669-684.
Mathews, N. E., Pattnaik, M., & Panda, S. (2018). Six Sigma Analysis in Indian Hospitality
Industry: Marriott Hotel.
Melián-González, S., & Bulchand-Gidumal, J. (2017). Information technology and front
office employees’ performance. International Journal of Contemporary Hospitality
Management, 29(8), 2159-2177.