The hotel industry traditionally focuses on the physical product. The consumer is demanding the delivery of the brand consistently and the hospitality industry is waking up to them. One of the industries in the hospitality sector is the hotel industry. Now, concentrating on the Australian hotel industry, Mercure Sydney Potts point is to be discussed. The hotel is located in the fantastic place in Sydney and is a four star rated hotel and is situated two Km form city centre. The hotel is featured in a stylish appointed way and is modern which has a magnificent harbor views. It is ideal for servicing both the leisure travelers and corporate. It has an open-air terrace along with the five meeting rooms, which are designed using modern platform, and is quite fashionable. The location of the hotel is good in terms of easy communication. The number of room acquired is 227 for residential conversion (Sydney, 2016).
.Brand positioning shows how the brand is differentiated form its competitors that is what makes a particular brand different form its competitors. It is a marketing strategy, which sets an objective of recognizing the brand as a distinct brand in the market. The Mercure Sydney pott point hotel in Sydney is one of the lifestyle hotels. They are mainly chain operated and are non-conventional as most of the attributes are drawn on the concept of the boutique hotels. It offers a high level of design content. The next things to be discussed are the features of the product and services of this hotel. The rooms in the hotels are comfortable and functional. It has the area of public lounge bar and small meeting places. The additional features are the introduction of funky bars. Since the newly opened brand has imbibed the modern concept, the standards of guest servicing is more relaxed (Meng, 2015). The hotel has embraced the technology fully and it is utilizing the technology to customize and personalize the experiences of guests (Li et al., 2013). The operating environment of the hotel industry is being so crowded; the hotel embracing the lifestyle brand has a strong cut through. The new generation of customers is focusing on the exploration and experience and they value authenticity. This would help them in meeting the needs of the customer’s dynamics, which is ever changing (Franco & Pereira, 2013).
Some of the relevant aspect of hospitality management is as follows:
The aspect of technology is revolutionizing the hospitality industry. Moreover, the managers of the hotels need to keep an eye on the technological trends. Social media has been found to affect the hospitality industry largely. The hotels need to improve the online reputation by monitoring the comments from the social media, which are relevant to them. Hotels ahs many function ranging from accommodation to catering .all this function is operated by using the systems on the individual basis, so the systems needs to be integrated to make it a more comprehensive form of management and this would lead to faster profitability. The holistic report can be pulled together by the hotels for communicating the customers and informing the management. Technology in service sectors support the working group and the competitive advantage of the hotels are elevated with the help of incorporating technology in the business. The quality and reliability is maintained using technology. Devices such as food timers would assist the employee in providing the food items of consistent quality to the customers. Technology enhances the capacity of the service organization in providing superior service so that the customer becomes loyal towards them (Leonidou et al., 2013).
The cost metrics is an indicator of which shows the effectiveness of the hotel in managing its costs relative to relative to the changes in the revenue base and to identify the need whether the sections of profit and loss needs to be dig to identify the areas of costs savings. The costs may be regarding the hiring of the human resources or the cost of providing the goods and servicing the customers. The employees retention policy should be such that it leads to cost effectiveness (Lai, 2013). In order to provide the customer with the high quality of service, it is essential that the hotels follows come cost effective techniques. The inventory has to be managed in a very cost effective way. This would lead to manage the hotels in a very efficient way in terms of costs.
One of the aspects of controlling the costs in the hotel industry is achieved through the sustainable practices. The consumers are increasingly becoming interested in reducing the consumption of resources and assessing their impact on the environment. There is ample and potential benefits of the sustainability of resources and the hotel are increasingly promoting the resource conservation (Aragon et al., 2015). The efforts are intended to save the energy and resources. The newly opened hotel can use this aspect in promoting their brand and they can take efforts in reducing the use of resources that is they can set some resource reduction target (Cegarra et al., 2013). The hotels need to publicize the efforts they take in sustaining the environment. This would promote the brand image of the hotel and would increase it value. So the Mercure Sydney should embrace this sustainability factor in their system.
There seems to exist a positive correlation between the market performance, financials, and satisfaction of guests, resource efficiency and the environmental sustainability. It is found that the hospitality industry spends about $ 3.7 billion annually on energy and it has been estimated by Energystar that a 10% decrease in the consumption of energy by atypical hotel providing the full service have the financial impact of increasing the daily room rate on average basis by $ 1.35. Form this fact, it can be easily assessed the benefits of the efforts of the sustainability practice.
The hotel industry is operating at 89% efficiency level according to the study conducted. Operational activities are assumed to be of a vital component in order to achieve improvement. The main thing to be measured in the hotel is the efficiency in providing the service and delivering. One of the important aspect of the hotel industry us the service delivery (Baker & Magnini, 2016). The service provided has to be consistent with the management tool of total quality management. The delivery of service has to be line with the principle of total quality management. In addition, the existing gaps in the delivery process need to be identified. The efficiency of the service process should be monitored by the hotels on a regular basis. In addition, the front office operations of the hotel industry have to be improved because the front office is a first impression on the customers. The front-end activity has to be focused and it has to be consistent with the proper service delivery system (Toh et al., 2013). This can be regarded as one of the variables, which can provide a particular hotel to have a competitive advantage over their competitors.
Mercure Sydney provided the service on twenty-four hour basis but the efficiency of the service providers has to be considered and how efficient the employees are serving their customers. Some of the points to be kept in mind in improving the service delivery efficiency are that technology should be used in every aspect of service of service delivery. Moreover, on the personal front, one factor to be considered is that inclusion of the customers in the process of service delivery can be considered as the research shows that it has helped the service delivery process.
The hospitality facilities industry is a sector, which is mainly concerned with delivering of the quality services. So in order for a newly opened hotel to gain a competitive edge in the competitive world of the hospitality industry, it needs to have uniqueness in delivering its service so that it attracts the travelers. Several aspects discussed above such as sustainability, technology, efficiency should be considered as it has a growing importance in the hospitality sector. Mercure System provides a wide variety of service and it serves international cuisines. The Mercure Sydney has unique hotel specials. The target market for the hotel is leisure and business. So the target market has to be diversified and expanded so that the hotel is able to draw more revenue. Therefore, what else it should include is the sustainability factor into which is now a day’s one of the brand building strategy. In addition, the operators should embrace the world on online basis and the brand is delivered through the multiple channels should be insured.
The new international brand is faced with the challenges of building brand awareness and they need to develop sufficient critical mass for this purpose. The hospitality industry has revolutionized due to the growth in the emerging markets, value of brand to the consumers, and the retaining the human capital. All this has radically changed the scenario of the hotel industry. In addition, the increasing number of hotels is embracing these factors while carrying out the operational activities. Here, the hotel Mercure Sydney has a unique selling method by including the special offers technique, which would attract the customers by the affordable packages, offered. The short-term brand equity should not be the goal but the long-term brand equity has to be the goal of the hotels to strive and survive. The boutique hotels, which bring the concept of lifestyle hotels, are being widespread and the newly opened should embrace this particular concept while designing.
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