Management Essay

3301 words - 14 pages

The Alliance Hotel

Set A

Logan Tang, Phoebe Yan, Laura Howard-Coombe

Table of Content

Executive Summary

Please find the report that you requested. Within in contains an insight into our company, our location and our successes to date.

We incorporate information about the service we provide and what our target audience is.

Introduction | This paragraph will include an insight into the company, its name, location, its history, and its success till date. |
Product/Service | As is self-explanatory, this paragraph will expand on the product that the business sells or the services that it provides. |
Target Audience | This paragraph (supplemented by data) will give a ...view middle of the document...

According to the hotel industry performance outlook from previous year, not only the occupancy and the average daily rate, but also have the gross operational profit had been declining over the last 2 years which is shown in the table below. The economy has been soft and there has been increased competition from hotels in other cities. Occupancy was 78% and this year it is as low as 54%. The average daily rate has dropped from $180 to approximately $160. The Gross Operating Profit has dropped by 14%. Finance and credit have been difficult to get and so it has been impossible to fund refurbishment or capital investment projects. Consequently, it has been more challenging for the industry and hard to compete with neighbouring markets. It is a buyer’s market and all our clients are expecting and wanting to get discounted rates.

| Previous Year | Last Year | This year |
Occupancy | 78% | 62% | 54% |
ADR | $180 | $170 | $160 |
GOP | 31% | 24% | 17% |

However, the economic outlook for the region is looking to improve. Developments in the economy, market area and in our hotel are showing opportunities for a better business performance in the immediate future.

Hotel Concept

We are an upscale, full service 4 star hotel and we strive to satisfy the needs and wants of both the leisure and business traveller. We offer modern amenities which complements our unique individual character which makes The Alliance Hotel unique.

We offer quality in our service through our diligent employees ensuring that each individual guest’s needs and wants are meet and exceeded. We ensure that every detail is thought of and performed every day of business.

The Alliance Hotel provides a friendly and warm environment for our guests. We are a simple, clean and minimalistic hotel which creates an inviting ambience. Our Food and Beverage outlets are a destination of choice attracting both non resident and resident guests. Our service is efficient and of premium quality that ensures we go above and beyond expectations to create a truly memorable experience.

There are other full service 4 star hotels in the city and we are competing against neighbouring properties. To remain on par and above with our competitors and to take the advantage we need to ensure we have the best facilities to meet with guests expectations. The ratings guide is constantly being updated and it is important we continue to meet the specifications in order to gain and keep our 4 star rating.

Vision Statement

At The Alliance Hotel our vision is to be the number one hotel on any business traveller or leisure travellers’ minds. Our vision is to be a 4 star hotel offering the finest services for upscale leisure and business guests. We want to create a hotel for high value business.

Our vision is to demonstrate the best service we can possibly provide. We want our returning guests to feel like they are coming home and welcome new guests as new family...

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