Marriott Hotel: Analysis of Skills Gap and Customer Experience Map

This report provides an analysis of the Marriott Hotel, focusing on the skills gap within its workforce and the optimization of customer experience. The report begins by identifying the various needs and expectations of Marriott's customer base, emphasizing the importance of providing high-quality services such as luxurious rooms, superior food, and comfortable facilities to enhance customer satisfaction and loyalty. It then addresses the skills gap within the hospitality sector, highlighting the need for employees with strong communication, ICT, and multitasking abilities, and the importance of effective recruitment and training to address this shortage. The report further explores the customer experience map, examining the factors influencing customer behavior, including personal, psychological, social, and cultural influences, and how Marriott considers these factors to provide tailored services and conduct market research. The analysis concludes with recommendations for Marriott to achieve its objectives through market research, competitor analysis, and strategic improvements in its operations.

ASSESSMENT

TABLE OF CONTENT
MAIN BODY..................................................................................................................................3
REFLECTION.............................................................................................................................3
Identifying skills gap...................................................................................................................3
Explore the customer experience map to create business opportunities and optimise customer
touch point...................................................................................................................................4

MAIN BODY
REFLECTION
Explain the need and expectation of market segment for service sector
According to my point of view, in context of Marriott Hotel there are various need and
expectation of user in relation to taking services from them in an appropriate manner. There are
various needs and requirements including huge and luxurious rooms, superior quality food,
comfortable facilities for relaxing, good ambience as well as good location and so on. Therefore,
it is necessary for management team of Marriott Hotel to provide appropriate room facility to
their guests and satisfy all their needs. They also focus on providing them services as per their
needs such as pool, Spa centre in order to increase their experience level in future. It also helps in
increasing profitability level in coming time which will be beneficial for the customer in future
period of time. Therefore, it is necessary for manager of organisation to satisfy the need and want
of its customer in relation to provide good quality food, clean room service, gym, laundry
services and many more that help in attracting large number of customer at Marketplace.
Therefore, the main purpose of organisation is to provide them the services as per their needs
that help in increasing profit margin as well as productivity. Therefore, it is important for me to
take this kind of facility for increasing my experience level and satisfaction. In context of
Marriott hotel, the organisation focuses on providing effective services to me that helps in
increasing my satisfaction level when taking services at their hotel and also increasing brand
image and my loyalty towards them.
Identifying skills gap
According to my analysis there are a number of skills required in the employees working
in hospitality sector that includes good communication skills, ICT skills, and Multi-tasking skills
and so on. The major skill gap in such organisation is arising due to shortage of labour with all
these skills. It is also seen that the recruitment department is not working effectively in order to
hire employees with all these skills. It is necessary for recruitment department to work
effectively and hire employees who have all the required skills in order to meet the skills gap in
employees.
In my point of view hospitality industry needs to focus upon generation of new
workforce. The new workforce is also required to be trained well by the management in the

organisations in order to make sure that all the operational requirement of these staff can be
fulfilled successfully by the new employees. Recruitment and training of the employees is the
only solution to the skill gap that is arising in hospitality industry which is to be focused upon by
human resource department in organisation.
Explore the customer experience map to create business opportunities and optimise customer
touch point
There are different factors which imposes direct impact on the behaviour or attitude of
customer during particular phase of time period while they experience the service. The personal
factors such as age, income, Lifestyle occupation as well as personality of mine imposes direct
impact on behaviour to perform different activity in an appropriate manner. In addition to this,
there are various psychological factors such as need, motivation, perception related to Hotel that
help me in choosing the most appropriate hotel for services I want. Apart from this, the cultural
as well as social factors which impose direct impact on my mind set to choose this kind of Hotel
for my stay. In context of Marriott Hotel, they consider those entire factor in order to perform
different kind of task in an appropriate manner and as per my experience they provide me the
services according to my need and also they follow all these factors that help me in satisfied
during particular phase of time period. I understood that the organisations like Marriott group of
hotels require conducting proper market research from time to time. This market research are
effectively helping organisation to understand their customers and need of their customers. They
also require keeping a check on their competitors and the strategies that their competitors are
using. According to my analysis all these steps will help organisation to successfully achieve all
their objectives in given time period.