Enhancing McQuarrie Hotel: Technology, Customer Segments, and Strategy

This report analyzes the revitalization of the McQuarrie Hotel, a 4-star establishment, focusing on technological advancements and customer segment strategies. The report begins by suggesting the implementation of technologies like the Internet of Things, wireless charging, the Amadeus Global Distribution system, interactive walls, and robotics to enhance customer experience, particularly for corporate clients and international tourists. The second task involves strategies for attracting and catering to different customer segments, including families, corporate clients, leisure guests, and international guests. Specific recommendations for each segment are provided, such as deluxe suites and conference centers for corporate clients, executive lounges and healthcare for international guests, 24-hour services and childcare for families, and spa facilities for leisure guests. The report emphasizes the importance of aligning facilities and services with customer requirements to gain a competitive advantage and improve profitability. References are provided to support the recommendations.

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Accommodation Management
Name of the Student
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Introduction
The report helps in analyzing the different tasks that is related to the revitalizing
McQuarrie hotel as this will help in meeting the current and future requirements of the
customers. The consultant has been appointed in order to make the appropriate changes that
are required in order to make the hotel more efficient and technologically advanced as well.
Task 1
There are different new and modern systems that are present in the industry and such
can be used in McQuarrie Hotel as this is a 4 star hotel and this will help in improving the
experience of the customers and this will enhance the profitability and revenue of the hotel as
well. According to me, the respective hotel is performing well from the last few decades and
the owner wants to include some technological advancement as this will help in making the
endeavor more successful in nature. As a consultant, I feel there are few changes that can be
done in order to bring some modern systems that are as follows:
Internet of Things is one of the technologies that I feel can help in enhancing the
experience of customers along with improving the efficiency of the organization as
well. Internet of Things will expand and help in enhancing the guest experience,
especially of the corporate clients and international tourists along with efficiency in
the business and service operations for the guests by the chosen hotel. In addition, this
will help in reducing the breakdown of equipments as well. This is a technology that
can help in measuring the risk of Ultraviolet in a specific location and the sensor will
help in guiding the employees in preventing such UV risks as well.
Wireless charging is another technological advancement that can be used by the hotel
as well as already more than 30% properties is using the Kube Systems (Park, Jeong
Kim and McCleary 2014). The wireless charging will help in using resonant

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electromagnetic fields that will help in charging multiple phone sets with the help of
special cases that can be away up to 17 feet (Nieves and Segarra-Ciprés 2015). This
technological implementation of the hotel will enhance the customer experience as
well as will help the employees to provide best service to the customers. For example,
any social gathering of corporate events held at the hotel requires the employees to
provide more amounts of facilities to the guests and this specific technological
advancement will enable the organization to provide the same to the customers.
Amadeus Global Distribution system can be used by the McQuarrie Hotel as this will
help in distributing the inventory as well as the content and this will help the staffs of
the hotel in understanding the number of reservations without much calculations as
this helps in recording the data with implementation of Amadeus technology (Al-
Refaie 2015). I feel the bookings that are done by usage of telephonic conversation as
well as through emails can be replaced by this technology and this will help the hotel
in gaining competitive advantage as well (Mok, Sparks and Kadampully 2013). Not
only the customers will be benefitted by this system but also the more reservation and
will be able to make the organization achieve the remarkable profitability to the same.
Interactive walls are the other technological advancement that can be implemented by
the respective hotel as this will help in providing interactive digital displays in public
spaces (Aissa and Goaied 2016). Renaissance NY Midtown hotel in New York,
Staybridge Suites hotel in New York, Hotel Indigo in London, multinational hotel
brand W Hotels are some of the example that are using such technology as this
includes motor detectors, 3D cameras as well as projectors and this will create living
wall that will have the capacity to interact with the guests who are staying in the hotel
( Molina-Azorín et al. 2015).

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Robotics is the technological advancement that will help the hotel in using the robot
as the mascot of the hotel (Prebensen, Chen and Uysal 2014). There are more than
20% hotels in the world that are using Robot as mascot as this helps in improving the
recommendations as it will learn and this will interact with the guests as well (Ali and
Amin 2014).
Therefore, I feel that these are the different technological advancements that can be
used by the McQuarrie Hotel as this will help in enhancing the experience of the customers
and this will help them in improving the profitability of the hotel as well.
Task 2
I feel that McQuarrie Hotel can include other new segments of customers in their
hotel for families, corporate clients as well as leisure guests along with international guests
as well. I think the different sectors in the hotel have different requirements and the
requirements can be met by the hotel staffs and the owner of the hotel with implementation of
different technological advancements as well as provisions in the hotel. Along with this, the
guests come from different background which defines their requirements. For example,
requirements of the corporate clients and the international guests are mainly focused on the
technologies. The international guests most of the time are advanced in technologies. Again,
the corporate clients need technological equipment and facilities for their corporate activities.
Apart from that the international guests requires some additional beneficial services
according to their taste. Therefore, the facilities, service and the accommodation of the
customers must incorporate with their requirements and background.
For the corporate clients, McQuarrie hotel can implement the following strategies:
Deluxe suit

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A proper conference centre
Free Wi-Fi up to 1 GB per day
Complimentary shoe polishing
Foreign Exchange 4712441501808403
I feel these are the different provisions that can be provided to the corporate clients
who are visiting and staying at McQuarrie hotel.
For the international guests there can be implementation of following requirements:
Proper transfer from and to airport
Executive Lounge
Executive health care gym and swimming pool
Beauty spa and salon
Free water taxi shuttle and bicycle all the time
Free Wi-Fi up to 500 MB per day
I will be implementing these provisions during the stay of the international clients as
this will help in providing the desired services and they will be happy with the services of the
hotel as well.
For the families, there are different requirements that have to be met are as follows:
24 hour room service
Airport transfer
Child care as well as baby sitting
Car rental service
Gym and swimming pool
Ladies floor

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These are the different facilities and provisions that can be incorporated by the
respective hotel as I feel these facilities are common in other hotels and when such facilities
will be incorporated by them, this will help them in gaining huge profitability in the future as
well.
For leisure guests, there can be few different strategies that can be implemented that
are as follows:
24 hour room service
24 hour gym, spa and sauna
Proper availability of the food and other snacks and drinks in their rooms
Proper beauty and hair salon and spa
Medical facilities
Car rental facilities
The facilities that can be provided to the leisure guests is different from the others as
this is particularly for the customers who are visiting the hotel for relaxation and this will
provide them proper entertainment and happiness as well. For leisure guests, proper facilities
relating to gym, sauna is necessary as this will gain more competitive advantage in the
business.
I feel these are the different provisions that can be adopted by the respective hotel
named McQuarrie. I think these provisions that can be adopted by the hotel as this will help
them in gaining proper competitive advantage and this will help them in earning revenue and
profit in the near future as well. I feel proper strategies can be implemented by the owner on
the improving the performance of the staffs in the business. These will help in gaining proper
success in the business as well.

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References
Aissa, S.B. and Goaied, M., 2016. Determinants of Tunisian hotel profitability: The role of
managerial efficiency. Tourism Management, 52, pp.478-487.
Ali, F. and Amin, M., 2014. The influence of physical environment on emotions, customer
satisfaction and behavioural intentions in Chinese resort hotel industry. Journal for Global
Business Advancement, 7(3), pp.249-266.
Al-Refaie, A., 2015. Effects of human resource management on hotel performance using
structural equation modeling. Computers in Human Behavior, 43, pp.293-303.
Hsiao, T.Y., Chuang, C.M., Kuo, N.W. and Yu, S.M.F., 2014. Establishing attributes of an
environmental management system for green hotel evaluation. International Journal of
Hospitality Management, 36, pp.197-208.
Kryukova, E.M. and Sokolova, A.P., 2014. Assessment of efficiency of the hotel
management by a Russian company. World Applied Sciences Journal, 30(MCTT)), pp.51-54.
Mok, C., Sparks, B. and Kadampully, J., 2013. Service quality management in hospitality,
tourism, and leisure. Routledge.
Molina-Azorín, J.F., Tarí, J.J., Pereira-Moliner, J., López-Gamero, M.D. and Pertusa-Ortega,
E.M., 2015. The effects of quality and environmental management on competitive advantage:
A mixed methods study in the hotel industry. Tourism Management, 50, pp.41-54.
Nieves, J. and Segarra-Ciprés, M., 2015. Management innovation in the hotel
industry. Tourism Management, 46, pp.51-58.

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Park, J., Jeong Kim, H. and McCleary, K.W., 2014. The impact of top management’s
environmental attitudes on hotel companies’ environmental management. Journal of
Hospitality & Tourism Research, 38(1), pp.95-115.
Prebensen, N.K., Chen, J.S. and Uysal, M. eds., 2014. Creating experience value in tourism.
Cabi.

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Appendices
Appendix 1- Internet of Things
Appendix 2- Interactive Walls
Appendix 3- Robotics
Appendix 4-Wireless Charging s

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