only the international sample hotel group

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©The Learning Community 2013 | Case study v01.doc

The International

Hotel Group Case Study

© The Learning Community 2013


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mailto:[email protected]




Contents

The International Hotel Group Case Study .............................................................................................. 1

Section 1: Structure and Strategy ............................................................................................................. 5

Background Information ....................................................................................................................... 5

Organisational Chart ............................................................................................................................. 6

Values ................................................................................................................................................... 7

Key Organisational Goals ...................................................................................................................... 7

Strategic Business Objectives ............................................................................................................... 8

Operational Plan for 20XX .................................................................................................................... 8

Section 2: Sales and Marketing .............................................................................................................. 10

Customer Loyalty Strategy.................................................................................................................. 10

Situational Analysis ............................................................................................................................. 11

Market Growth ................................................................................................................................... 11

Macroenvironment ............................................................................................................................. 12

SWOT Summary .................................................................................................................................. 13

Performance Data (past 12 months) .................................................................................................. 14

Sample Complaints and Grievances against Staff ............................................................................... 16

Report on Performance – Analysis of the Success of the Loyalty Strategy ........................................ 17

Customer Survey re loyalty programs: ............................................................................................... 18

Historical Results ................................................................................................................................ 19

Competition ........................................................................................................................................ 20

Direct Competition ............................................................................................................................. 20

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Indirect Competition .......................................................................................................................... 21

Emerging Markets .............................................................................................................................. 22

The Marketing Plan............................................................................................................................. 22

Advertising/Sales/PR /Marketing Budget Details – 20XX ................................................................... 26

Implementation Schedule .................................................................................................................. 30

Sales Plan ............................................................................................................................................ 30

Sales Strategy ..................................................................................................................................... 31

Sales Process ....................................................................................................................................... 31

Prospecting Plan ................................................................................................................................. 32

Marketing Budget ............................................................................................................................... 32

Sales Forecast ..................................................................................................................................... 33

Linking Expenses to Strategy and Tactics ........................................................................................... 33

Controls .............................................................................................................................................. 34

Implementation .................................................................................................................................. 34

Section 3: Acquisition of a new property ............................................................................................... 36

Section 4: Risk Management .................................................................................................................. 37

The International Hotel Group Risk Management Procedure ............................................................ 38

Risk Assessment Matrix ...................................................................................................................... 41

Risk Register Template ....................................................................................................................... 42

Risk Management Report ................................................................................................................... 44

Management Plan for Treating High Risk ........................................................................................... 45

Section 5: Human Resources .................................................................................................................. 47

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Staffing Statistics ................................................................................................................................ 47

Flexible work practices ....................................................................................................................... 47

Code of Conduct ................................................................................................................................. 48

Recruitment, Selection and Induction Policy ...................................................................................... 49

Performance Management Policy ...................................................................................................... 52

Sample Position Description - Trainer ................................................................................................ 53

Sample Position Description – Front Office Manager ........................................................................ 55

Reference Check Form:....................................................................................................................... 57

Sample Service Level Agreement ....................................................................................................... 59

Performance Review form .................................................................................................................. 60

Suggested Interview Questions to Gather Information about Performance Management Systems . 65

HR Risk Assessment Worksheet ......................................................................................................... 66

HR Risk Matrix .................................................................................................................................... 66

Personal Work Plan Template ............................................................................................................ 67

Team Planning Template for Year Ahead: .......................................................................................... 68

Section 6: Project Management ............................................................................................................. 69

Sample Project Scope Document ....................................................................................................... 69

Project Risk Quantification Matrix ...................................................................................................... 70

Sample Risk Response Plan................................................................................................................. 71

Section 7: Energy Use and Sustainability ................................................................................................ 72

Total Energy Consumed in the Hotel .................................................................................................. 72

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Section 1: Structure and Strategy

Background Information

The International Hotel was established as a boutique style hotel in Sydney, Australia 15 years ago.

The hotel includes 25 ‘exclusive’ rooms. The hotel employs cultural specialists and prides itself on its

multicultural expertise that assists with its success in welcoming guests from all regions of the World.

The International Hotel has developed a reputation for outstanding personalised service to both the

corporate customer and middle aged tourist. It is a founder driven organisation and has retained all of

its initial management team; however it has focused on service and reputation at the expense of

some other very important aspects of the business such as staff support, maintenance of systems etc.

Risk management systems are still not implemented completely and Human Resource strategies and

systems require updating and coordinating. The hotel brand needs strengthening to ensure

consistency across all advertising and promotions.

The International Hotel employs 65 staff in full time, part time and casual positions.

The vision for The International Hotel is to expand geographically and open a number of additional

properties to provide a quality boutique alternative in key locations across the Australasian region,

whilst maintaining its reputation for exceptional personalised service.

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© The Learning Community 2013 | Case study v01.doc

Organisational Chart

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Values

1. Team work is the key to success.

2. Customer service is what we do best!

3. We endeavour to show respect to all people, be supportive of our co- workers and work

towards achieving the organisational goals.

4. We are all in this together and focused on being the best chain of boutique hotels in the

world!

5. We value clear communication and the right to express our opinions in a polite and pleasant

manner and we extend this right to others.

6. We endeavour to support others by observing all appropriate legislation and guidelines and

ensure that our hotels are safe environments.

Key Organisational Goals

The key organisational goals for the next three years are to:

1. Open 2 new properties over the next 5 years

2. Break into new markets e.g. new regions

3. Target new and emerging markets with our marketing strategy.

4. Maintain quality service reputation during expansion

5. Attract & retain high quality, experienced staff

6. Ensure facilities are maintained to world class standards

7. Provide a unique hotel experience for all guests

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Emerging Markets

The growth of the automotive industry in Asia and the promotion of travel across the Australasian

region by American celebrities have provided The International Hotel with new directions for

marketing. China, India and America are to be targeted for both corporate and tourist business. Our

strategy will be to promote to these regions using our current boutique appeal.

The Marketing Plan

Marketing Strategy

Our marketing strategy's objective is to communicate the unique set of services that we offer to

discerning hotel guests. We attempt to direct the focus of our guests to the issues of quality and value

for money as opposed to simply the bottom line costs associated with their stay.

Our marketing strategy will allow us to communicate our brand values, develop close working

relationships with our customers and suppliers and to identify the needs of our guests in an effective

manner. Continued differentiation and growth are two goals we have set for ourselves. Growth will

take place by targeting new areas of business within both local and national communities.

Value Proposition

The International Hotel offers the best, most personalized service for the corporate traveller as well

as for the holidaying customer. We include business essentials in every room, such as a nice desk,

internet connection, wireless access, and provide easy to access meeting rooms with all audio-visual

and technology needs as well as catering for longer meetings. We provide luxury and a quiet

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Section 4: Risk Management

The International Hotel acknowledges that there are many risks associated with running safe and

happy hotels.

The International Hotel has a committee structure for WHS consultation. Each Hotel has a Manager

who convenes the local level 3 WHS committee. This meets monthly and seeks consultation from all

staff. The Committee conducts inspections of facilities every 3 months.

The International Hotel (Sydney) also convenes a level 3 committee and conducts 12 monthly office

inspections.

The next level committee (Level 2) is at the Hotel Managers level and the top tier Level 1 committee is

comprised of Senior Management and representatives of the Sydney property and the Hawaiian

property.

In the past year The International Hotel has had one negative incident to deal with. As part of their

acquisition process they have had to deal with public outrage about a possible environmental threat.

The Hawaiian property is positioned on the edge of a rainforest. The forest provides a stunning

backdrop to the hotel and the group had plans to expand the hotel by building cabins in the forest.

This would have been a wonderful place to launch the new conference feature but the project has

been very controversial with local environmentalists and is still not resolved. The new General

Manager will have to deal with this issue prior to the launch.

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Section 5: Human Resources

Staffing Statistics

The Hotel employs 65 staff. The table below lists basic demographic and diversity information.

Percentage Number of

Staff

Category of Staff

62% 40 Women

40% 26 Senior Executive Positions held by women

37% 24 Over 45years of age

20% 13 From non English speaking background

3% 2 Indigenous Background

9% 6 Employees with a disability

Flexible work practices

Flexible work practices are beginning to be introduced across the Hotel. These include:

Part time work options

Compressed working week

Flexible rostering

Job sharing

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Code of Conduct

All staff members of The International Hotel:

Shall diligently carry out all instructions issued by The International Hotel as long as they are

legal, reasonable and safe

Shall act honestly, diligently and in good faith and integrity in all their dealings with and for

The International Hotel.

Shall display integrity, fairness and ethical conduct at all times while working for or

representing The International Hotel.

Shall maintain the confidentiality of any information acquired in the course of employment

and shall not to use or to disclose such information other than in the proper conduct of

duties or in the course of instituted legal proceedings

Shall avoid any relationship with a contractor or supplier that could compromise the ability

to transact business on a professional, impartial and competitive basis

Shall avoid conflict of interest situations (e.g. undeclared financial interests in a supplier,

contractor that does business with The International Hotel, assisting competitors on a

consultancy basis, engaging in business activities that are in competition with The

International Hotel, performing outside work on The International Hotel’s time & using The

International Hotel’s assets, giving favourable treatment to a supplier, contractor etc for

personal reasons.)

Shall not accept directly or indirectly any gifts, invitations or discounts from anyone having

business dealings with The International Hotel. Gifts of up to $100AUD may be received if

refusal of gift would be unsocial or impolite and as long as acceptance will not cause

improper influence on the performance of the recipient.

Shall not offer bribes to any person for the purpose of influencing business dealings.

Shall report any unethical behaviour, suspected fraud or violation of The International

Hotel’s policies.

Shall comply with all applicable laws, rules and regulations, safety, security and operational

guidelines of The International Hotel

Shall safeguard the property of The International Hotel and not engage in any activity which

would result in misusing The International Hotel’s assets.

Shall not enter into any agreement, arrangement or contract to bind The International Hotel

unless authorised to do so

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Sample Position Description - Trainer

Position Title Trainer

Position Holder

Number of immediate reports Nil

Immediate Supervisor Human Resources Manager

Purpose of Position

The Trainer will coordinate the professional development program; train staff in internal hotel

professional development programs and contribute to the continuous improvement of training

material used within the hotel.

Key Accountabilities

Plan and coordinate an effective professional development program

Deliver quality training in accordance with The International Hotel and relevant legislative

requirements

Attend and actively participate in team meetings on a regular basis

Essential Selection Criteria

Relevant industry experience

Certificate IV in TAA or equivalent (or willingness to undertake it)

Well developed communication skills

Flexible approaches to training delivery

Capacity to contribute to effective team outcomes

Desirable Experience

Previous experience as a trainer

Experience in the hotel industry

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