Strategic Importance of Promotions in Business Growth

In this research-oriented assignment, students are required to delve into the dynamics of strategic marketing and its profound impact on business growth. By examining various marketing strategies employed by successful companies, learners will identify patterns and critical factors that contribute to effective business development. Through a comprehensive analysis involving case studies and theoretical frameworks, the assignment aims to foster a deeper understanding of how targeted marketing efforts can propel businesses towards significant growth milestones. Students are expected to critically assess the outcomes of these strategies, drawing on academic literature and real-world examples to support their evaluations.

Rooms Division
Operations Management

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK A...........................................................................................................................................2
A) Evaluation of services offered by rooms division for a wide range of hospitality business
on accommodation and front office department.....................................................................2
B) Roles and responsibilities of a selection of accommodation and reception staff..............4
C) Key aspect of legislation and regulatory requirements relevant to the room division......6
TASK B...........................................................................................................................................8
A) Review of the importance of the front of house area and the accommodation services to
effective management.............................................................................................................8
B) Evaluation of key aspects of planning and management of the front of house area and
accommodation services.........................................................................................................9
C) Critical evaluation of the main operational issues affecting the effective management and
business performance of the front house area and the accommodation services.................10
TASK C.........................................................................................................................................12
A) The explanation of revenue/ yield management.............................................................12
B) Analysis of sales techniques used to promote and maximise revenue............................13
C) Evaluation of the usage of forecasting and statistical data in the room division............15
D) Description with calculation of performance indicators used to measure the success of
accommodation sales............................................................................................................17
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................19

INTRODUCTION
Room division operation management must be good enough that help to get higher
performance and productivity in the world. There are different types of roles and responsibilities
of the selection of accommodation and reception staff which helps to get desired objectivist of
the firm in the world. Planning and management of the front house are must be efficiently which
help to attract the customer. Operational issues directly affect the overall firm performance of the
front house area of the hotel. This report includes roles and responsibility of selection process of
reception staff, legislation and regulatory requirements, planning and management of the front of
house area, operational issues, sales and promotional techniques and strategies. In accordance
room division is segregation of every department like, housekeeping, security, guest service,
security, office, reservation etc. It is important to make division in rooms as provides flexibility
to person for whom the accommodation is made and for the management who is responsible for
delivering services. To maintain the brand recognition and standards they need to provide
appropriate and good quality services of hotel to the customers. Promotion and marketing
strategies helps to increase overall productivity and performance in the world.
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TASK A
A) Evaluation of services offered by rooms division for a wide range of hospitality business on
accommodation and front office department
Room division manager has a responsibility to manage and handle a hotel in the effective
manner. It manages all the departments in the hotel such as front office, housekeeping and guest
services departments. All the departments have a different responsibilities and roles to attain
determined goals and objectives of organisation. Manager should have different types of skills to
manage the work in the work in an entity such as well-developed leadership skills, ability to give
clear and appropriate guidelines, effective working styles and experience in hospitality area
(Woolf, 2015). Further, appropriate room division is done to make flexibility in room services to
guest and it is most effective way for managing room facilities according to the requirement of
guest.
Holiday inn hotel
Holiday inn hotel in UK is the 3-star hotel and they provide appropriate and effective
services to the customers. Effective services help to increase a sales revenue in the market. There
are various departments that helps to give appropriate services to a client. Functionality of the
front office in Holiday in as follows:
To sell and up sell rooms
Front office manager convenience the customer by providing good and effective services.
It provides appropriate offers and packages that will helps to increase their performance and
productivity in a market. In Holiday Inn has front office which focused on handling over all the
exacted arrivals and the available rooms after the reservation office closed at 6.00 PM. Manager
try to sell all the rooms which is available by providing effective services of the rooms to the
customers. Manger should give services based on the client needs (Subramanian and
Ramanathan, 2012). The firm offers different types of offers and schemes to attract maximum
number of travellers. Apart from this the hotel room services requires minor repair of room
amenities.
Maintain balanced guest account
In Holiday Inn, the manager uses different types of management system such as PMS and
point of sale terminals to open an account for the customers and also maintain the record of the
customer transaction. They use online systems to process the transaction of each client in the
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hotel (Lewis and Brown, 2012). The guest account management of Holiday is satisfactory but
not perfect in comparison to 5 star services. They provide appropriate and sufficient services
such as handling mails, messages and information of hotel. Consumers always ask about the
hotel services and facilities which help to take appropriate decisions. Manager should have the
ability to provide appropriate and effective information about the hotel and then will but the
room. They provide appropriate and effective information about the hotel and they also give
offers and packages based on the client needs.
Hilton hotel
Hilton hotel provide effective and good quality services of hotel to a consumer. In this
hotel all the deportments work together to get higher productivity and performance in the world.
They have different structure to provide hotel room services to the customers (Baum, Bertsimas
and Kallus, 2014). Front Office services in Hilton hotel as follows:
To sell rooms
In Hilton hotel, is the 5-star hotel and it provides appropriate and innovative plans and
policies for the consumers. Innovative policies help to increase performance and productivity in
the world. Manager should give hotel services based on the customer preferences. Manager of
the front desk has a skill in which they can easily convenience the customer to sell their rooms.
In comparison to 3 start hotel Holiday inn the organisation offers satisfactory services according
to needs and wants of guest but are comparatively expensive whereas Holiday in offers
affordable accommodation for all type of guests.
Manage the customer accounts
The management of Hilton hotel, implements the use of advanced technology in order to
keep a check over the information of its potential customers. Further, to manage customers
account the hotel make use of advanced application such as Pay which enables effective payment
mode to guest ad aids management in determining and managing client information with help of
one click. (Croson and et.al., 2013).
Accommodation department is considered as room division because it is the department
in hotel which is responsible for managing room division in hotels. Like the division and
availability of room are according to guest requirement. The department in hospitality sector is
specifically related to room service and room sales activities. The functioning of accommodation
department is divided and regulates in 4 cycles which comprise, pre arrival, arrival, check in and
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departure stage. Apparently, revenue department of Hotel is termed as front office. This
department in hospitality sector act as nerve centre which helps the guest in establishing a
contact with hotel and its services. It comprises major two function which are, service hub and
sales centre where service hub is dealing with the guest enquiry request and complaints whereas
sales centre is responsible for promoting the services of hotel and hotel products.
B) Roles and responsibilities of a selection of accommodation and reception staff
In any hotel there is big role of reception staff, manager, security guard, housekeeper, front
office staff. A good hotel should select all this staff very carefully because these staff have a big
role in the reputation of hotels.
1.Receptionist: A good receptionist should have good communication skills, kind nature.
Reception staff should be multitasking. When customer comes in hotels firstly he/she meet to
receptionist staff. So it is important that receptionist should have polite nature and good
communication skill to give a good first impression to customer. Because the first Impression is
the last impression. Receptionist should have positive attitude. He should give answer to
customer on phone very politely and with positive attitude. When receptionist give positive
answer to customer he will feel good and it will be good for hotel. Second quality that should
present in receptionist is organisation quality. The ultimate function if receptionist is to manage
the check in and checkout details of customer. It is the major function which assist the
management in deriving the stay experience of guest. Further, it is important for the individual to
be good at communication and verbal skills. It is the major factor which influences the mind of
visitors towards the hotel facilities. Moreover, the person aims at being polite and calm when
dealing with visitor details and queries.
Receptionist should respond to customer mail, answering the phone with positive
attitude, and taking the messages. Receptionist should keep all documents, files and number of
all staff. Technology skill should also present in receptionist. He/she should be able to operate
computer system easily. When receptionist does not satisfy the customer, it reflects poorly to the
hotel. Receptionist should be active at all time. A good receptionist listens all problems of
customer and try to solve that problems. Receptionist should have good listening skill
(Kafetzopoulos, Psomas and Kafetzopoulos, 2013).
Apart from receptionist like manager, front office staff, security staff, doormen, night
auditor also have a big role in the reputation of hotel.
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2.Manager: If a customer is unhappy with receptionist staff than manager should listen to
customer and try to make him satisfy. Manager is person who manage all the functions and
department of the Hotel. The manager ensures that everyone is performing their job function
effectively. Further, it is duty of Hotel general manager to ensure that all the guest facilities are
according to provided according to requirement. Apparently the major function of general hotel
manager is make sure that all the queries of visitors are being solved on time in order to serve
them satisfactory living experience.
Manager is responsible for providing services and facilities to customers. Manager should be
punctual of time. he should be able to deal with customers every day. He should try to make
customer satisfy with hotel services. Manager should also try to make happy employee and all
staff. And he should try to give all sources to employee. Because it’s his responsibility to provide
sources to employee. Manager should have a planning skills. Manager should respond
courteously and quickly to problems from the customers.
3. Security guard: Besides this customer also need a good security system in hotels. Good
hotels provide security to customers. Security guards are responsible for enforcing rules. Security
guard is person who inform the customers they are parked in restricted area. Security guard
should make him/her visible to customers. If security guard watches any strange things he should
inform to his manager and try to keep away customers from the risk. A security guard should
have a good sense of smelling and hearing. Security guard should have a strong physically
personality. When a wire or cable is burning he should be able to smell it. If a security guard has
position at main door of hotel, then he should behave as a receptionist. He should welcome
customer very politely and should give them a good response. Security guards should tell all the
security tips to the customers very clearly. He should not have rude nature. He should wear
always his security costume (Eden and Ackermann, 2013). When security guard wear his
security costume properly it’s give good impression to customers.
4. Housekeeper/Room Boy: most important staff of hotels is housekeeper because a customer
always wants the best hotels services. Room boy is responsible for cleaning the rooms and
provide best service. He is responsible for dusts the room and furniture is also responsible to
clean the toilet. He is responsible to provide retrieve items on loan to the guest like iron etc. he is
responsible for marinating his floor or area. He should attend customers calls quickly and solve
out their problems as soon as he can. He should have answered to guest with positive attitude and
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smile.
5. Kitchen staff in night shift: Kitchen plays a crucial role in serving satisfactory
accommodation experience to guest and Generally it has been analysed that guest faces problems
with food at night because there is no kitchen staff available after 11. Therefore, it is important
for the hotel serve to ensure that the kitchen services are organised and divided according to shift
where at least 4 kitchen staff members are present for appropriate delivering food services to
guest.
6. Room service: It is another factor which plays vital role in delivering satisfactory
accommodation experience to guest therefore it is important for the Hotels to ensure that room
serve staff is always active and enabling clean and hygienic accommodation experience to
visitors.
7. Room sales activities: It is the most important function of accommodation department as in
this the management ism at demonstrating different service of room according to the
requirements of clients. It is the activity which assist in increasing sales of room and assist in
making systematic room division. If hotel have a good staff customer will never complain and he
will give positive feedback in the public. So for good image of hotels all staff should try to give
their best performance. And should have all the qualities as we discuss above.
8. Assistant front office manager- They are required to control the operational activities of the
hotel. It is with a foremost concern of provisioning courteous services to the guests with high
standard services. They are often required to produce the staffing schedules and complete the
payroll related transactions by together looking into the labour expenses as a way of figuring out
any discrepancy in the set budget. Lastly, ensuring a prompt solution of any service related
issues to the customers.
9. Cashier- It is a very responsible position where a deputed cashier is duly accountable to
maintain detailed and accurate account balances with a specific declaration of hotel’s operating
costs and the payments collected from the guest. Any discrepancy in the work of a cashier can
lead to atrocious consequences at the end and they are held liable for the same. Hence, it is
important for the cashier to be enough diligent in their work and have a thorough knowledge of
their tasks. This also involves a distinct responsibility of handling the foreign exchange
transactions with a special concern of converting the currencies into cash or cheque, etc.
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C) Key aspect of legislation and regulatory requirements relevant to the room division
Room division is most essential part of the hotel management. By providing Effective
services to the customers it gives more profit to the firm. Management of the room division
requires the effective groups which helps to serve quality services to guest. They also provide
suitable training and development to the team members to give good hotel services to the clients.
By providing training to the employees they can easily give appropriate services to the clients
(Parast and Adams, 2012). Good and effective services help to increase a sales revenue of a firm
in the market. Some of the acts that is followed by the Marriott hotel as follows:
Diplomatic privilege act, 1964: in this types of act they provide appropriate services and
protection to the customers. It gives higher security to the customers, employees and families in
the hotel. It provides efficient safety to the staff members in the hotel. This act gives higher
security to the staff and customers within a specific condition. It provides good and effective
security to the staff and the family members in the hotel.
Immigration order, 1972: each and every guest at or over 16 years old then only the hotel can
permit them to stay. The registration is needed when the customers comes in the hotel. It
includes different types of details such as name, address, id proofs, and nationality. These all
included in the registration process for the local customers. For the foreign client they needed
different information such as passport number, nationality and the next destination, date of issue
etc. In Marriott hotel they use advanced software to increase their work efficiency. By using this
act, they can easily know the information about the customers. In Marriott hotel, the manager has
a responsibility to take appropriate data from each consumer (Hill, Jones and Schilling, 2014).
Data protection act 1998: The act gives the high security and protection to Hotels for
managing their consumer data. Manager is the person who is responsible for managing and
enabling security over t\all confidential information with the help of this act. Marriott hotel use
the IT systems to protect their guest data. Main objective of this act to provides appropriate
security of the customer during the stay in the hotel.
Various acts help to provide appropriate and efficient facilities to the client. In regulatory
requirements it includes different and essential factors such as health and safety, food and other
facilities. Manager is only the responsible to provide effective and good facilities to the
customers in the hotel. By giving good services to the client it helps to increase a productivity in
the market (Bai, Sarkis, Wei and Koh, 2012).
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It is the major responsibility of manager to provide proper facilities and hotel services to
the customers. They should have different types of skills such as leadership, well managed and
managing skills which increase the performance and productivity in the market. Management
and planning for front office in Hotel comprise maintenance of the hotel, confidentiality of
information to be able to assist the client in the provision of services and facilities. The manager
of the Marriott hotel has well planned management to provide appropriate services based on their
needs (Ivanov and Zhechev, 2012). It also involves the maintain statistics occupancy of hotel
rooms, financial and operational cost, prices of various rooms and maintenance of the furniture.
Manager generates the appropriate and accurate report of the employees. It also includes the
process of booking, check inn, check out and coordinates the other hotel departments and also
preparation of financial and annual report of the hotel. However, compliance with legal
framework of country which is enacted to protect information and to ensure the effectiveness of
services like, data protection act and immigration order plays crucial role in enhancing the level
of Hotel services. The legal framework act as base of all the Hotel services which even influence
the mind of visitors when planning their stay in particular Hotel.
TASK B
A) Review of the importance of the front of house area and the accommodation services to
effective management
Hotel's view and location is a big part for give a good impression to customers. Customers
always want a good location and designer hotel. Hotel's front area is first impression for
customer. If hotel have a good front area with a unique design than customer will come without
any hesitation. In this hotel all designs of gates and walls are unique which gives a good
impression on customer. Marriott hotel providing a wonderful living environment. this hotel
provides a Wi-Fi internet. A private garden is very attractive for customer. Guest can relax in
their private garden and feel healthy. Private heat pools are also a good option to attract guest.
Guest can enjoy their morning in private pools with their children and friends. Private polls are
liked by children very much. it provides 24 hours’ room services. It had duplex room, pool view
room (Sting and Loch, 2016.). The hotel provides various type of services keeping in mind the
needs and wants of guest like it has entertainment amenities like, musical session at night, gym,
for relaxing it provides Spa facilities etc. Apart from this the infrastructure of Hotel has
following features:
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Cryptography access to hotel rooms campus: Cryptography access is a check in process of
entering into room. It provides complete access to guest to room which helps in maintaining the
security and providing safety and security of access in room to guest. To reach at the hotel
customer have pass through two or three level of security which gives customer royal
experience. This hotel provided the best security system to customer. Sensor gates, automation is
the best part of this hotel. Marriott hotel provides the best security system. Higher quality
cameras are also included in its security system. Cameras of different types are used in this hotel
which is useful for customer safety.
Fine quality food facilities: Marriott hotel provides breakfast, lunch and dinner with the best
quality of food keeping in mind the basic requirements of guest. Further, it enhances its food
services with some kind of entertainment and the management make sure that there is one staff
on one table to assist guests. (Xing and et.al., 2013).
Advanced technological tools: Marriott hotel provides is that fax and photocopy services. The
tools are provided to make communication between staff and guest easy like, room extensions,
scanner etc. (Edwards, Balderson and D’Amico, 2016).
Front office areas in hotel is responsible for managing utility issues and availability if
equipment. It is the duty of front office department to ensure that there are adequate resources
available which are required to enhance values of services and to serve satisfactory services.
(Kotas, 2014).
B) Evaluation of key aspects of planning and management of the front of house area and
accommodation services
Marriott hotel manager use different and advanced technologies if the IT system which
helps to increase the efficiency of a work. It also uses the transaction and decision making
system to increase their work efficiency. Computer system is an advanced tool that is very useful
for the process of planning and management. In this system all the task can be easily done such
as transaction, cancellation, and retention, updating of various essential information and facts.
Operations and activities of the front office is very difficult and complex. It is very essential to
plan the effective schedule for the different activities. The front office service of Hotel is
enhanced in way to attract visitors to live hotel experience. Moreover, the front desk staff of
hotel is trained to deal with all the queries of customer in order to make them comfortable with
the Marriott hotel services. Front desk impression of guest is influenced by, colour, lights,
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communication of staff, designing, layout etc. The manager of the company has a responsibility
to use advanced and enhanced technologies of computer which helps to increase their
performance and efficiency in the world (Logenthiran and et.al., 2012). By using the computer
system, the manager can easily plan the events and manage the firm efficiently. They use
advanced and enhanced technologies of computer system which helps to manage the work of the
hotel. There are different types of system tools which helps to protect the hotel data and also
gives appropriate results to prepare annual report of the hotel (Kim, Sting and Loch, 2014). The
management believes that first impression of guest is based on front desk services of hotel
therefore it is important for the management to ensures that the front desk and front desk staff is
managed according to shift in order to make individual available to deal with guest.
Housekeeping services of hotel comprise suitability of fabrics of bed sheets according to
requirement of guest, access to reception and kitchen is appropriate and connected, interior
mobility on floor is safe like there will be not wet floor left after cleaning etc.
Activity of plan and management includes different task such as booking methods,
accommodation, accessible information for the visitors and daily reporting, work schedule of an
employees in the hotel. Manager should also provide appropriate training and development to the
employee so that they can easily get desired objective. It also helps to increase overall
performance in the world. By providing appropriate training to the employee they will give more
contribution to get desired target (Kadłubek and Koch, 2016). Work schedule of the employees
must be well managed because this will directly affect the firm performance. In Marriot hotel,
the mangers schedule the employee task and activities which help to manage their individual
work to get higher performance in the world. Apart from this the management makes sure that
the housekeeping services are time to time in order to maintain the cleanliness and hygienic of
hotel not only of rooms. The house keeping staff attends the room after every 4 hours to make
sure the beds and toilet, and sheets are clean. Hence, to make guest experience satisfactory and
lively it is the foremost duty of Housekeeping staff and management of hotel to ensure that the
room service is proper and on time.
C) Critical evaluation of the main operational issues affecting the effective management and
business performance of the front house area and the accommodation services
Operational management of the five-star hotel must be well managed to maintain the
hotel standard and brand image in the world. The products and services of the hotel must be good
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