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Posted: September 4th, 2023

Research a named chain-branded hotel group

This module will provide students with an introduction to the management of lodging operations. The module explores theoretical principles and operational tactics for management of front office and reservations. In addition. Students will be introduced to various ownership structures and affiliation. Through the use of business scenarios students will explore principal operating problems facing in the lodging industry. By the end of the semester, students will be familiar with key operating metrics associated with lodging operations.

1. Review the characteristics and classifications of the hotel industry
2. Identify the functions, procedures, tasks, and duties of all hotel departments.
3. Describe the guest cycle and its relationship to hotel organization
4. Analyse the managerial challenges in operating hotels in the different lodging segments
5. Review and apply key operating metrics associated with lodging operations.
6. Evaluate ownership structures
7. Analyse and evaluate methods used for providing safety and security for the guests.

assignment (individual)

20th April 2023
(week 12)

The assessment for this module is based on written assignment (individual) that weights 100%. Students will be required to individually research a named chain- branded hotel group, apply conceptual frameworks and analyse their findings in a business report format. This assignment will consider service delivery and service failure recovery, drawing on online user-generated content (e.g., TripAdvisor reviews), and students will provide recommendations based on their evaluation.

Written assignment
I Individual
: 100%
1,2,3,4,5,6,7

Individually, you are required to research a named chain-branded hotel group (e.g., Accor, Hilton, Worldwide IHG Hotels & Resorts), apply conceptual frameworks and analyse your findings. Your work is to be presented in a business report format that complies with the Brookes general coursework presentation guidelines (detailed below). The word limit is 3000 words and includes everything from the start of the introduction to the end of the recommendations in section 3.

1. Overview of the chain-branded hotel group you have chosen
2. The evaluation of social media feedback to identify areas of service excellence and service failure at hotels affiliated to the same chain-branded hotel group
3. Practical implications for service improvement

The word limit is 3000 words (+/-10%) and includes everything from the start of the introduction to the end of the recommendations. The referencing format is Harvard style and you should include a reference list.

Your assignment must be presented in the following format:
• Margins must be set to 2.54cm on A4 paper
• It must be word-processed in 12 point Arial font and double-spaced
• It must be black text on a white or ivory background
• All pages must be numbered
• It should include your student ID number and not your name Suggested structure for your assignment
Cover page – Assignment title, module title and code, student ID number, module leader, word count
Table of contents – Tabulated list of headings and sub-headings with accurate page numbering
Introduction – The purpose and structure of the project. Also a summary of how you collected your data and acknowledgement of any limitations of that process.
[indicative word count: 900 words]
You are required to use appropriate text books, journal articles and market intelligence databases to identify the following details,
● Examine the history and development of the selected chain-branded hotel group.
● Explain the key hotel brands operating under the selected chain-branded hotel group and their markets (e.g., luxury, budget).
● Briefly talk about service excellence and service failure recovery in the hotel industry and identify the group’s approach to service excellence and service failure recovery.

[indicative word count: 1300 words]
Identify three hotels affiliated to the chain-branded hotel group you have chosen. These hotels can be from the same category/service level (e.g., budget hotels) if the group operates a single brand (e.g., Travelodge) or from different categories/service levels (e.g., luxury, mid-range, budget) if the group operates multiple brands (e.g., IHG). Chosen hotels can be located in different destinations (e.g., Oxford, London) but should be operating in the same country (e.g., UK, France). Research social media feedback platforms for your chosen hotels (e.g. TripAdvisor), and apply Braun

and Clarke’s (2006) thematic analysis to:
Identify and categorise a series of feedback occurrences for your chosen hotels. You will need to decide upon an appropriate date range and how you are going to categorise / organise the data. You will need to consider the qualitative comments, not simply the star rating guests have awarded. Some of the feedback will highlight areas of service excellence and others will highlight service failure.
● Analyse the data collected using simple statistical approaches such as frequency tables and mean values and using these identify which areas the hotel excels in and which it has improvements to work on.
● By creating frequency tables/diagrams of the areas for improvement, you will be able to make recommendations for improving the guest experience.

[indicative word
count: 800 words]
You are required to draw on your findings in Section 2 to suggest improvements for areas of concern. Pay attention to the following issues:
● While you may address all the areas of concern identified in Section 2, you can choose to focus on the top three issues identified. In other words, you have to provide recommendations to improve at least three areas of concern.
● Be both realistic and creative. Imagine that the hotel manager in question will read and use your report to improve their hotel’s services.

Make sure you follow the label instructions for your file exactly as shown above.

criteria

Assessment Criteria Refer 0-29% Marginal Refer 30-39% Threshold Pass
40-49% Good

Very Good

Excellent

Outstanding

Knowledge Relevant concepts Relevant concepts Relevant Relevant Relevant Relevant Relevant
and are poorly are insufficiently concepts are concepts are concepts are concepts are concepts are
Understanding introduced introduced introduced. introduced. introduced explained
clearly. very well
explained

d substantiated
Application of Concepts/theories Concepts/theories Relevant Relevant Relevant Relevant Relevant
Theory are not discussed are either concepts are concepts are concepts are concepts are concepts are

40%

Currency and Quality of Resources
10%

No evidence of independent research and a very limited range academic and information sources used.

insufficiently discussed or are presented inaccurately

Little evidence of independent research and a limited range academic and information sources used.

introduced, but limited attempt at application

Little evidence of independent research and a limited range of academic and information sources used. Several

introduced and some attempt at application

Some evidence of independent research and a fair range of academic and information sources used. Some inappropriate

introduced and applied

Good evidence of independent research and a good range of academic and information sources used.

explained clearly and
accurately applied Strong evidence of independent research and
an excellent range of academic and information sources

well explained and
accurately applied
Very Strong evidence of independent research and an excellent range of academic and information sources used.

inappropriate sources. sources. used.
Presentation Work does not Work does not fully Work does not Work partly Work mostly Work fully Work fully
and adhere to the address the address the addresses the addresses the addresses addresses the
References 10% assignment brief. Structure is cvery poor. Poor clarity, tone of writing is
not appropriate. assignment brief. Structure is poor. Poor clarity, tone of writing is not
appropriate. assignment brief satisfactorily, lacks an
appropriate, assignment brief, with a partly appropriate
and logical assignment brief, with an
appropriate and logical the
assignment brief, with an
appropriate assignment brief, with an
outstanding and logical
Referencing is inaccurate and incomplete Referencing is largely inaccurate and/or incomplete logical
structure.
Clarity is acceptable, uses a formal, professional tone only partly.
Referencing is mostly inaccurate and/or incomplete structure.
Fair clarity, somewhat uses a formal, professional tone.
Referencing is partially
inaccurate and/or incomplete structure including
Introduction & Conclusion.
Good clarity, mostly uses a formal, professional tone.
Referencing is accurate and complete and logical
structure including
Introduction & Conclusion.
Excellent clarity, uses a formal, professional tone.
Referencing structure including
Introduction & Conclusion.
Outstanding clarity, uses a formal, professional tone.
Referencing is accurate and complete
is accurate
and
complete

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