Comprehensive Report on Quality Management at Travelodge Hotel, UK

This report provides a comprehensive analysis of quality management within Travelodge Hotel, focusing on various aspects such as the concept of quality management, the problems faced by the hotel, the impact of quality improvement techniques, and the evolution of quality gurus. The report delves into specific issues encountered by Travelodge, including customer complaints, IT problems, and negative online reviews. It also explores the five dimensions of service quality—reliability, responsiveness, tangibles, empathy, and assurance—in the context of Travelodge's performance. Furthermore, the report examines the impact of the balance scorecard on Travelodge, considering financial, customer, and learning & growth perspectives. The report analyzes how Travelodge has attempted to improve its service quality and the impact of their actions. The report also includes reviews given by consumers, highlighting the problems that the hotel faces. The analysis provides a detailed understanding of the challenges and strategies related to quality management in the hospitality industry.

Quality management
report

EXECUTIVE SUMMARY
The below report is based on the concept of Quality management which includes certain
procedures in order to achieve quality standards and policies. In this report quality management
is based on hotel Travelodge which analysed their scores due to the impact of balance score card.
It also found the perspectives of various quality gurus as what they think about quality
management. It was analysed that hotel faced many problems due to which their reputation got
affected. It was determined that there were five dimensions of service quality and all these
quality dimensions were met by organisation.

INTRODUCTION
Quality management means a formal system which includes all kind of processes and
procedures in order to achieve all quality policies. It involves mainly four elements and these are
quality planning, assurance, control and improvement. The main focus of quality management is
on all long term objectives while implementing short term initiatives. There are different
principles of quality management like leadership, customer focus, managing relationships and so
on(Abbas, 2020). The below report includes an executive summary, concept of quality
management, problems that organisation experienced, impact of techniques for providing
effective quality, evolution of both quality and quality gurus, reviews by consumers including all
problems and dimensions of service quality. The below report is based on Travelodge hotel, UK.
It is a private company dealing in hotels as well as hospitality industry in both Spain and Ireland.
The company was founded in 1985 and became Britain's first value hotel brand.
MAIN BODY
Identify and describe the concept of quality management
Quality management system is considered as a effective formalized system which
perceives methods and responsibilities in relation to achieve all goals and objectives. It involve
four elements and these are quality planning, improvement, control and assurance. In terms of
quality planning, it is defined as the process of recognising quality standards which are necessary
for the project. In terms of quality improvement, some necessary changes are been made in the
organisation to improve and enhance reliability. Quality control basically means a continuous
effort to assure that there is reliability in the organisation and objectives are been achieved. In

terms of quality assurance there are certain plans which are to be made so that all service and
products meet the requirements(Mukhopadhyay, 2020). The main aim behind the concept of
quality management is to ensure that all employees working in the organisation work together
and make certain improvements so that they can achieve long term success in the organisation. It
is also related with the system of total quality management. It means involvement of all
necessary components in order to built customer satisfaction. There are various principles of
quality management like customer focus which means that all needs and wants of consumers
should be met by company. It follows the principle of leadership which means that effective
leaders must involve their customers in setting clear goals for the organisation.
Quality gurus:-
A guru is considered as a good person as well as a teacher. The evolution of quality gurus
is been explained as below:- W Edwards Deming:- In terms of deming, they placed a high importance as well as
certain responsibility at both level in terms of individual and company. Its philosophy
regarding small as well as large organisations he organised a fourteen point of plan which
involves purpose for improving product and services, accepting new philosophy, using
modern methods to provide training on the job and many more. He also encouraged a
consistent approach to solve all kind of problems and develop a cycle which includes
Plan, Do, Check and act. The reason behind developing this cycle is to make necessary
improvements on constant basis in order to decrease difference between needs of
customers and overall performance. Kaoru ishikawa: - He was known as a president of Japanese society in relation with
quality control. He is now famous for the concept of fish bone shaped diagram which is
considered as a cause and effect diagram. It is used to improve the performance of teams
in order to define the root causes of all quality problems. He initiated the quality control
for the Japanese scientists as well as Engineers in relation to create a quality circle
movement. The basic quality elements were pareto charts, scatter diagrams, check sheets,
cause and effect diagrams and control charts(Franco and et.al, 2020). Dr. Joseph M ju ran: - According to this quality guru they developed a quality trilogy
which include three elements and these are quality planning, control and improvement.
To have an effective quality management it is important to have planned actions in terms

of quality and all should be controlled and improved. An initial process which is followed
and achieve control it gets improved on the other level. There are various techniques that
are used like Pareto analysis. He always considered that quality is mainly concerned with
customer satisfaction and also a sense of dissatisfaction. He also developed some steps to
improve quality like setting goals for necessary improvements, providing training,
communicate results and many more. Phillip B Crossby: - He is the quality guru which initiated the concept of Quality is free
and Zero defects. According to him, the process of quality improvement was based on for
aspects which is that system of quality is prevention, performance standard is zero defect,
measurement of quality is price of non- conformance and quality is conformance to
requirements. He also developed certain steps in context with quality improvement and
these were like where all type of current and potential quality problems lie, evaluation of
cost of quality and use of a management tool in order to measure waste, provide training
to all employees in terms of quality improvement and many more. Tom Peters: - In relation to this quality guru, he determined leadership in terms of quality
improvement process. The main aspect is managing by walking about which enables a
leader to make a effective relation with customers, innovation as well as people. He
determines that there must be minimum three activities which should be considered like
listening, teaching and facilitating(Sharipov, 2020).
Problems experienced by Travelodge in UK as per the current situations:-
In terms of hotel Travelodge, they are experiencing many problems which has led to
them in trouble. The recent problem that hotel has faced is the complaints from all loyalty
members. The hotel has missed certain data that included different rewards as well as
qualifications in context with top status.
The hotel also faced an issue regarding the breach of star wood systems that involve all
kind of loyalty information and other personal data which has affected many guests. The
company also got an issue and these were the IT issues which is very challenging for the
company. Due to such IT issues, all reservations which were been done led to problems which
affected them in a major way.
Travelodge hotel recent problem that they experienced was in relation with incorrect
pricing on points advance reservations. There were many consumers who used company point

advance booking feature which locks in lower award rates and its prices were getting increased.
It was analysed that hotel clients were not having much power to solve those problems even
when it was a huge issue for them. Due to these certain issues company had to deal with many
negative comments. The consumers gave their online reviews which affected their reputation
also. The reviews were like customers were not happy while using the feature of point
advance technique as prices got higher due to they posted negative about the hotel(Sciarelli,
Gheith and Tani, 2020).
Reviews given by consumers of hotel on Trust pilot: -
 The first customer review which customers gave due to the problems they faced were
were in context with pricing points because during advance booking they were shown
different prices.
 Due to IT issues guests were not able to do booking so through this their reputation also
got affected because people now were booking different hotels.
 On Trust pilot, people had posted many complaints which was affecting their quality of
their whole management system.
Dimensions of service quality:-
There are five dimensions of service quality and these are reliability, assurance,
responsiveness, tangibles and empathy. In context with Travelodge hotel, it is been explained as
below:- Reliability: - It means that organisations are providing all services correctly in their first
stage only. It defines that whole organisation is paying attention to their results. In terms
of hotel Travelodge, they met the requirements of reliability as they provided services
like hourly bus services which helped all tourists to reach to their down town area. They
also paid attention to their results in terms of customer reviews. They used to reply them
back and if any improvement is needed then they updated it. Responsiveness: - It means to tell employees at the same time the things are done,
promoting services and responding to requests. In context with hotel Travelodge, they
used to respond to all requests in terms of ensuring the security of on-site services,
emergency services and providing notifications in context with any sort of incident but as
per the current situation they were not able to meet such requirements because their

services were not getting promoted due to which guests were not getting any information
at a specific time. Tangibles: - It is considered as an image of all services through which customers can
analyse the quality. These are in relation with physical facilities and machinery which is
used to provide services like cards, speed and efficiency of all kind of transactions been
done. In terms of hotel, they achieved success because of their quality standards. They
provided their customers with all type of services like fire safety, electrical, air
conditioning and many more. Through these elements they were able to assess the
quality. Empathy: - It means paying personal attention, caring and offering efficient services to
all customers. Customers should be considered as special. In terms of hotel, they were not
giving individual attention to their guests and it to problem in terms of their reputation
because guests felt that they were not been valued. (Saffar and Obeidat, 2020).
 Assurance: - It refers to knowledge and ability of employees to provide their customers
a sense of confidence and trust to their customers. In determines the attitude of each
employee as well as their behaviour and provide their customers with friendly services. In
context with hotel Travelodge, all customers felt a sense of safety while doing
transactions with their hotel and their employees had efficient knowledge to answer about
all the questions.
Impact of balance score card on hotel Travelodge:-
Balance score card is a performance tool which is used to analyse, improve and control
different business functions as well as its generated outcomes. It includes mainly four elements
like learning and growth, customers, business process and all finances. In context with hotel
Travelodge it is been explained as below: -
 Finances: - In terms of finance, the hotel had shareholder interests. Travelodge had make
two main strategies which were in relation with enhancing productivity and increasing
revenue. While delivering service quality, their service cost per room was in context with
the objective of reducing costs and the average room rate was in terms of enhancing
current profitability(Taylor and et.al, 2020).

 Customers:- In relation with feedbacks from customers and the impact of balance score
card they can achieve profitability by focusing on enhancing customer value. There are
two type of scores which are given and these are booking website score and room
excellence score. While delivering service quality the hotels get affected by these scores.
Hotels sets their two objectives in terms of decreasing costs as well as enhancing new
revenue sources.

 Learning and growth: - The guests have many expectations from hotel. So, in terms of
learning and growth the main goal of hotel Travelodge is to focus on all high value guests
and what are the reasons behind high and low scoring on all booking websites of
hotel(Peng, Prybutok and Xie, 2020).

 Business processes: - While analysing the impact of balance score card on business
processes in context with hotel Travelodge, they implemented a customer relationship
management system in order to improve their scores. In terms of the percentage of score
on their rooms they made certain changes in terms of delivering standards. After
formulating the impact they made an objective of keeping all the information correctly on
their websites and analysing customer feedback(Ben-Daya and et.al,2020).
Reviews of customers through trust pilot:-
As per the scores in context with impact on hotel Travelodge, the customer review was
70% in terms of room excellence. As per their booking websites, the review was in context with
70%.
Advantages of balance score card:-
While delivering quality management to guests there are many advantages of balance
score card and it is been explained as below:- Makes communication easier:- By seeing the impact of balance score card on hotel, it
was analysed that due to their effective communication the scores were not low. It was
because the team members as well as departments was easy as all people used to speak in
same language. Through this all strategies which are to be made were done
together(Bruce, 2021).

 Brings structure to business strategy: - While measuring the scores of business
processes different leaders differentiate their performance management but it is been
done within the particular score only and through this hotel was achieving success.
Disadvantages of balance score card: -
 Must be tailored to organisation: - While analysing the scores it took lot of time to
provide a complete framework(Nasim, Sikander and Tian, 2020).
RECOMMENDATION
It has been recommended that hotel Travelodge should update their booking websites in
terms of their prices. As customers expect that the prices which they saw on their website should
remain same while booking rooms. It is been recommended that they should a employee who
just focus on their website and update it accordingly. The company also faced certain IT issues
due to which their reputation got affected so they should use advance technologies so that they
do not face such IT issues again. According to KPI model, it is a key performance indicator
which is defined as a value that determines how company can achieve its key business
objectives.
CONCLUSION
From the above report it is been concluded that quality management is very much
important for the organisation whether its an hospitality industry or any other type of industry.
To deal with all kind of problems that company may face effective quality should be there. In the
industry quality management ensures that there is constant efficiency and in future no certain
problems gets arise.

References
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