Marriott International Room Division Report Analysis

This report provides a detailed analysis of room division operations within Marriott International, focusing on key aspects such as legislation and regulatory requirements, roles and responsibilities of accommodation and reception staff, and the variety of services offered. It explores the importance of the front of house area and accommodation services to effective management, examining planning and management strategies. The report also evaluates operational issues affecting management and business performance, delves into revenue/yield management, analyzes sales techniques, and discusses the usage of forecasting and statistical data. Furthermore, it includes calculations of performance indicators used to measure the success of accommodation sales, providing a comprehensive overview of the subject.

Room Division

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK A...........................................................................................................................................1
a) Key aspects of legislation and regulatory requirements relevant to rooms division operations
.....................................................................................................................................................1
b) Roles and responsibilities of a selection of accommodation and reception staff....................2
c) Variety of services offered by rooms division and emphasis on accommodation and front
office department.........................................................................................................................3
d) Importance of the front of house area and the accommodation service to effective
management.................................................................................................................................4
e) Key aspects of planning and management of the front of house area and the accommodation
service..........................................................................................................................................4
f) Critical evaluation of the main operational issues affecting the effective management and
business performance of the front of house area and the accommodation service......................5
TASK B...........................................................................................................................................6
a) Explanation of revenue/yield management.............................................................................6
b) Analysis of sales techniques used to promote and maximize revenue....................................7
c) Usage of forecasting and statistical data in the room division................................................7
d) Calculation of performance indicators used to measure the success of accommodation sales
.....................................................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

1
INTRODUCTION
In the current era of globalization, travel and tourism is one of the fastest growing
industries in the world. Therefore, it is essential for the businesses to widen its range of
providing hospitality services to guests in order to maximize their needs. In support to this, room
division is one of the crucial factors which consist of two sub departments i.e. housekeeping and
front office. However, it is essential for the organization to undertake modern management
techniques and equipment used by the housekeeping managers to make sure that customers are
given comfortable stay (Guilding, 2012). Here, housekeeping department is required to maintain
cleanliness in rooms so that guests can be satisfied while the front house departments are
responsible for determining the interest of guests and solving their queries regarding stay. In the
current study, room division operation has been carried out under Marriott International hotel,
UK. It is an American diversified hospitality organization that manages and controls a broad
network of hotel to provide quality services to guests. Hotel possesses more than 4,087
properties across 80 countries and over 697,000 rooms. It discusses current regulatory and
statutory obligations that affect the room division operations. Another part of report carries out a
practical approach to identify the occupancy and room revenue by undertaking the scenario
given of Five Seasons hotel in Winchester (Hassanain, 2009).
TASK A
a) Key aspects of legislation and regulatory requirements relevant to rooms division operations
There are varied legislation and regulatory requirements required for room division
operation to be undertaken by the Marriott International hotel. However, the top management of
hospitality firm is required to follow the legislation and deliver effectual products and services to
consumers. Management of hotel is required to implement Health and Safety Act, 1974 which
helps the organization to provide required training to employees regarding health and safety
measures. Thus, at the time of emergency situation, possible actions can be adopted by people to
overcome the problems (Jayawardena and et. al., 2013). For instance, it is essential for
hospitality firm to implement modern equipment such as fire extinguisher, fire alarms,
emergency exit and elevator etc, so that it can be used by employees to undertake safety
measures. Marriott management is required to organize training programs related to health and

2
safety so that proper guidelines can be provided to employees that can help them to render better
services to consumers (Jerenz, 2008).
Moreover, Marriott is also required to adopt Data Protection Act so that they are required
to protect the data of their guests and make it confidential. Also, front house department is
required to verify the guest background by scrutinizing their ID proofs and then allocate the
rooms appropriately. Thus, such legislation helps in protecting personal information of guests.
However, in order to secure the private information of guests, Marriott uses computer password
software and protects the necessary information in them so that it cannot be misused for any
illegal act (Kim, Ham and Moon, 2012). Further, hotel staff should provide proper safety rules
and regulations lists to guests and it should be pasted in every room so that individual can be
informed regarding the emergency situation and can be safely evacuated from the hotel,
b) Roles and responsibilities of a selection of accommodation and reception staff
In Marriott International hotel, following are different roles and responsibilities
performed by the accommodation and reception staff. However, the roles and duties of
employees are greatly influenced by the size, structure and operations of hotel. As per the job
role of individual, it is essential for them to manage operations and meet the objectives
accordingly (Landgraf and et. al., 2012). It is as follows-
 Accommodation- Here, in this department, employees are required to manage the
staying facilities for guests and satisfy their needs. Marriott is required to deliver
accommodation services as per their status and paying capacity of client so that quality
can be maintained within hotel. In this, the housekeeping department also plays a crucial
role as they are required to maintain the cleanliness of hotel rooms so that requirements
of guests can be attained (Key roles and functions in hospitality enterprises, 2011).
Further, housekeeping department undertakes modern management techniques and
equipment which should be used by housekeeping manager to make sure comfortable and
safe stay of guests. Accommodation staff is also responsible to undertake different
measures such as he manages hygienic conditions in hotel, attractive and designer wall
hangings in rooms etc, so that guests can be attracted (Morrison and Mahony, 2003).
 Reception staff- In hospitality industry, reception staff is very crucial as they are the
main face of services provided by the company. Their main work is to solve the queries
of customers regarding the services and providing information about their booking and

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reservation. Communication skills of reception staff must be effective as they need to
communicate with guests on the regular basis. Marriott is required to provide effective
training to their reception employees so that they can provide detailed information to
guests regarding their accommodation and booking facilities (Nyheim and Connolly,
2011). Along with this, it is also an important role of such staff to maintain financial
records of all the transactions.
c) Variety of services offered by rooms division and emphasis on accommodation and front
office department
Here, the management of Marriott International hotel provides accommodation services
in which it delivers staying facilities to guests. Along with this, it delivers varied leisure services
such as swimming pool, club, pub, gym, spa and other recreational facilities so that guests can
enjoy their vacation. It also offers different eating arrangements such as A-la-carte, fixed price
menu etc. so that guests can order as per their need and consume food and beverages. Thus, all
such facilities are provided by the hotel accommodation department to make the clients feel
comfortable and luxurious stay (O'Fallon and Rutherford, 2010). In support to this,
accommodation services are categorized into different segments such as housekeeping, front
office, administration department and food and catering etc. On the other hand, front office
department is further distinguished into different department such as room allocation service,
customer inquiry, night auditor and cashier etc. However, the accommodation service provider of
hotel is required to look after the warm welcome of guests and ensure them about the comfort
and safe stay in the hotel (Orfila-Sintes and Mattsson, 2009). Also, proper guidelines have been
instructed to them so that they can be aware regarding the norms and regulations followed within
the hotel and do not break the law.
Furthermore, the front office department of Marriott delivers wide range of services to
customers such as assistance in solving their queries regarding room allotment. It is essential for
front office staff to possess effective communication skill so that they can provide best details
about the hotel and provide information regarding varied facilities delivered to them by the hotel.
Also, front house employees are required to give 24 hours service that involves check in and
checkout of guests so that consumer satisfaction can be attained. It is the heart of any hospitality
firm therefore; it is responsible for delivering best information as it creates impression on visitors
and help them to make decision to visit the hotel next time (Polaine, Løvlie and Reason, 2013).

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d) Importance of the front of house area and the accommodation service to effective management
Front office department plays a crucial role within hospitality industry in regard to
manage the activities of hotel and carry out the business operations effectively. Thus,
management of Marriott International is required to develop new opportunities so that they can
generate more profits by satisfying the accommodation needs of guests. Main significance of
front office employees is to welcome the guests to the hotel and provide them information
regarding the products and services rendered to them as per their needs and interests. However,
customization is done in the services as per the demand of visitors so that they can plan to re-
visit the hotel next time (Ramanathan and Ramanathan, 2013). Marriott front of house area
develops customer friendly environment so that they deal with their clients effectively by
offering them quality services and solving their queries related to advance booking and
reservations. Thus, the front house department plays a crucial role in delivering information to
clients when they inquire regarding the deals and offers so that they can use the services of hotel
through staying in it.
Furthermore, another crucial factor in hospitality sector is accommodation service that
helps in managing the room facility for guests as per their needs. Also, it is essential for
accommodation department to manage the interior of the hotel such as infrastructure and layout
that involves attractive wall paintings, designs and lighting as it provides a unique and luxurious
experience to visitors. However, high class people visit the Marriott hotel as it is high priced
therefore, it should provide high quality services to the guests matching their lifestyle. For
instance, it is significant for accommodation department to ensure that customer’s needs are
fulfilled because they choose the particular hotel for relaxing and spending their vacation with
friends and family (Ransley and Ingram, 2004). Therefore, hotel management should render best
quality services in order to improve the brand image of firm in marketplace.
e) Key aspects of planning and management of the front of house area and the accommodation
service
In order to plan and manage the front of house area and accommodation service
following are the key aspects which are discussed underneath-
 Front of house area- Management of Marriott hotel is required to develop proper
planning and management the front house department so that special attention can be
provided to the needs of guests. However, in order to fulfill such aspect, management of

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hotel is required to undertake proper factors such as cleanliness and safety environment.
Business is required to provide proper training to the front office employees so that they
can properly welcome the guests and provide them detailed information about their
booking as well as availability of rooms (Voss, Johnston and Armistead, 2006). Also, in
order to maintain safety and security within the hotel, it is essential for Marriott to plan
and implement innovative technology such as CCTV camera at the lobby and other
important areas of hotel so that security can be maintained. Front office department also
provides best information to customers in order to solve their queries regarding check in
and check out time etc. Front desk employees should possess effective communication so
that they can render best information to clients and attain satisfaction (Wood and
Brotherton, 2008).
 Accommodation service- Further, Marriott is also required to plan and manage the
accommodation service so that best services can be provided to guests. However,
Marriott is a luxury hotel and thus it is essential for employees to provide customized
services such as attractive wall hangings, paintings and anti-allergy bedding etc. All this
services provide luxurious comfort to guests and influence them to visit again in the same
hotel. Accommodation service also involves housekeeping facility so that cleanliness and
hygienic factors can be maintained in the hotel in order to satisfy customers (Lee and
Morrison, 2010).
f) Critical evaluation of the main operational issues affecting the effective management and
business performance of the front of house area and the accommodation service
Following are the main operational issues identified in front of house area and
accommodation service that affects the management and business performance. These are as
follows-
 Issues related with front of house area- It can be stated that front of house area faces
varied issues at the time of dealing with diverse cultural people. For instance, guests
coming from across the boundaries do not able to understand the language of the
reception staff and thus it affects the communication among them. Here, employees face
language issue that affects the brand image of firm in marketplace (Hospitality and
Accommodation Services. 2015). Further, another issue faced by reception staff is of lack
of understanding of customer demand. For instance, employees are unable to understand

6
the demand of consumers and thus affect the performance of firm in market. Front house
department also faces issues in promoting the offers and discounts as they already
possess varied job activities to be carried out.
 Issues linked with accommodation service- It is another problem which is faced by
hotel staff regarding delivering accommodation service to guests as it helps in satisfying
their needs. Thus, issue can be arise regarding the quality of accommodation standard
provided by Marriott as per the standard of guests. Also, it is essential to maintain proper
waiting area, unique wall hangings, texture and best interior otherwise it affects the mind
of customers and they switch over to other competitors (Guilding, 2012). Therefore, all
these factors are required to be maintained by hotel management so that guests can be
attracted and best facilities can be provided to them. Accommodation also involves
housekeeping department therefore, issues related to them such as proper cleanliness and
hygienic factors need to be considered so that safe environment can be provided to guests
at the time of check in within hotel (Jayawardena and et. al., 2013).
TASK B
a) Explanation of revenue/yield management
Revenue/yield management activities help in enlarging the occupancy and room revenue
within hotel. However, Marriott is required to maximize its revenue by planning effective
marketing strategies so that they can influence the guest decision of staying in the hotel. Thus,
such activity helps in improving the revenue of hotel as per the availability of vacant rooms and
generating high profits. Another objective adopted by hotel to yield revenue by introducing new
offers and discount schemes so that customers can be attracted towards business. Such offers can
be availed by both regular and existing customers and assists hotel to earn high revenue
(Landgraf and et. al., 2012). Also, Marriott International is required to manage the effectiveness
in maximizing the room occupancy as it helps in developing a positive brand image in
marketplace.
Thus, with the help of such method, hotel is required to charge extra amount while
canceling the room booking. Through charging such amount it helps hotel management to
minimize the losses. Further, HR department of business also develops varied policies and norms
regarding room booking and mention it on the website of organization so that at the time of room

7
booking it can be displayed to clients that they are following the non-refundable policy at the
time of any emergency cancellation of rooms (Nyheim and Connolly, 2011). Thus, developing
such policy and norms helps firm to improve its revenue as well as enhance room occupancy.
b) Analysis of sales techniques used to promote and maximize revenue
It involves different sales techniques that can be used by Marriott International in order to
manage the cost of services and improve the revenue by enhancing the room’s sales. Thus, it is
essential for hotel to provide effective training to its employees so that they enhance their skills
and capabilities in order to attract consumers and satisfy their needs. For instance, the front
house department should hire skilled candidates in order to attract visitors by informing them
regarding the special deals and offers to consumers (Morrison and Mahony, 2003). All these
factors assist business to improve its market share and sales. Further, in order to improve the
sales it is essential for hotel to undertake effective pricing strategy as compared to rival so that
more number of customers can be attracted. Another method promoting sales and maximizing
revenue is introducing customer loyalty schemes so that business travelers choose Marriott hotel
for staying whenever they are visiting the country for business purpose. Thus, all such sales
techniques help in promoting and maximizing revenue of hotel (Hassanain, 2009).
c) Usage of forecasting and statistical data in the room division
It is essential for business to use different forecasting and statistical data in the room
division so that it can effectively anticipate the room sales. Thus, it helps Marriott to adopt
different forecasting methods and assess the availability of hotel rooms for customers at the time
of peak season. With the usage of forecasting and statistical data it helps in developing a price
list for available rooms and additional services for guests. Hence, the best facilities can be
provided to customers when staying in hotel. Through, forecasting technique and statistical data,
Marriott is required to manage the comparison of actual performance with that of anticipated
performance (O'Fallon and Rutherford, 2010). Thus, sales figures can be predicted as per the past
year performance and thus possible measures can be adopted in order to improve the
performance. Such methods used in room division help Marriott to enhance their sales and
profitability condition in future.

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d) Calculation of performance indicators used to measure the success of accommodation sales
Different performance indicators are used in order to measure the success of
accommodation sales are as follows-
 Revenue per available room- Here, if organization is required to determine the revenue
generation for each room following is the formula used
RevPAR= Rooms Revenue/Rooms Available
 Average daily rate- It is another performance indicator that has been used by Marriott in
order to measure the current success of business as compared to past year sales
performance (Ransley and Ingram, 2004).
ADR= Total Price of Rooms/Number of Rooms Occupied
Following is the calculation of room division as per the performance indicators in order
to measure the success of accommodation sales. As per this calculation, room division
performance of Five Seasons hotel in Winchester during May is as follows-
Room type No. of rooms Beds Occupancy
Single 75 75 55
Twin 60 120 50 rooms engaged by 2 people
While, 5 occupied by only 1 individual
Double 80 160 Further, 30 rooms were occupied by 2
people
and 40 occupied by 1 people
Total 215 355 180 room let (260 sleepers)
Room occupancy percentage= 180/215 * 100 = 83.72%
Sleeper occupancy percentage= 260/355 * 100= 73.23%.
CONCLUSION
It can be articulated from the study that room division management involves two
different departments i.e. housekeeping and front office department so that best services can be
rendered to visitors. Management of Marriott hotel is required to consider varied legal and
regulatory framework such as Health and Safety Act in order to provide best staying facilities to

9
consumers. Proper training is provided to front office employees in order to overcome the
cultural issues regarding handling guests with diversified backgrounds. However, by adopting
different sales techniques it helps hotel management to improve the revenue and room
occupancy and thus charge fees from consumers at the time of cancellation of room booking.
After calculating the room division performance of Five Seasons hotel it states that room
occupancy percentage is 83.72%.

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