The Luxury Hospitality Business Environment Assignment Sample

Introduction of The Luxury Hospitality Business Environment Assignment

Summarise the history and cultural heritage of the business and evaluate its current luxury product and service offering

 I would say that the historical perspective for Dorchester Hotel is that the site had formerly been part of “Geoffrey de Mandeville’s Manor of Hyde, which William the Conqueror had purchased”. “Joseph Damer owned it in the eighteenth century, and a major edifice was built in 1751.” “Damer became Earl of Dorchester in 1792”, and the mansion was renamed Dorchester House. In the early 1800s, Francis Seymour-Conway, the 3rd Marquess of Hertford, bought it and renovated it in the “Roman Villa Farnese” style. “Captain Robert Stayner Holford converted the house into a palace after Hertford’s death” (Periañez-Cristobal, Luengo and Calvo-Mora, 2020). I profoundly found that Dorchester Hotel is also culturally better, as the hotel says that the individual is in their DNA, and that is the reason why they have created a culture that celebrates a difference and welcomes the imagination that would offer for the freedom to take the initiative for the business to grow swiftly. I experienced that to assess the current luxury product and service contribution of Dorchester Hotel. I would say that the rooms and suites where deluxe queen rooms, superior king rooms, and suites, such as the Stanhope suite and Mayfair suite, and the signature suite, including the Audley penthouse, are the types of luxury services and products, and it also involves wedding events where a luxury ballroom is also included for the service contribution (Padma and Ahn, 2020). My understanding is that luxury service products involve VIP treatment, beautiful blooms of floral displays, and/or concierge services where the gold standard of concierge care and bringing the little one are some of the services Dorchester Hotel tends to provide to their guests and delegates. Dorchester Hotel also assesses their product and service where they have a door-to-door service over the choice of the vehicle: “Rolls Royce Phantom, Bentley Mulsanne, Mercedes S-Class, and Mercedes Viano”.

Get free written samples from subject experts and Assignment Help UK.

Evaluate the market for the luxury business, including its current customer profile and achievement of customer value

Luxury Hotel tends to be the market player in London and one such hotel is Dorchester, with its luxurious ambiance and service toward their guests. Business travellers, tour groups, conference groups, and induced tourists are the main target guests for Dorchester Hotel. Further, the Dorchester hotel is one of the major segments in the luxury hotel market. Consequently, the concept for the market within the luxury hotel would come from the provision for high-end experiences, with a higher value of the proposition (Efthymiou, Orphanidou and Panayiotou, 2020). The luxury hotel would provide distinctive features with advanced facilities for the end-use guests. Dorchester’s customer profile would involve the “corporate travellers, tour groups, small conference groups, and tourists” who are the target customers of Dorchester hotels. So is that the type of market segmentation for Dorchester Hotel that depends on the marker? That would involve “families, solo travellers, and couples. Adventurers, retirees, and free independent travellers. Dorchester Hotel can create an achievement for their customers’ values by improving their buying process. Dorchester Hotel can provide an online purchasing option in the current pandemic situation for hotel bookings with a discount of 20% available on special suite bookings and rooms available through their sites.

Further, Dorchester Hotel can provide positive experiences for creating customer value through interaction. It would enhance the customer experience by sending a thank you email for the follow-up transaction. Further, if Dorchester Hotel’s customer base is smaller, sending a personalised note and picking up facilities from the airport and railway station by Dorchester Hotel’s car service would provide a positive experience (Delpechitre, Beeler-Connelly and Chaker, 2018). Further, it would tend to have a supportive guest service experience that would resolve any queues right away, which can leave a lasting positive impression. Dorchester Hotel would also create their achievement of customer value by rewarding loyalty. How do the guests know how much they approved of their business managing the perception of the Dorchester products or services?

Critically assess the competitive position of the luxury business

Competition position tends to be for the palace of the home, its product, and service for the widely understood market. In my view, the hospitality occupation is among all the businesses that need to be tackled by the rivals to compete with. The Dorchester Hotel tends to utilise unmatched experiences and operates with some of the world’s top hotels. My point is that a competitive position for a luxury hotel like Dorchester has competitive benefits when it can generate excess returns over an extended period. Luxury hotel hospitality is a group of hotels seen as a direct rival to Dorchester Hotel (Vlasic, Poldrugovac and Jankovic, 2019). It is often the case that too would be needed to come for the performance against the other hotel to find the way to make their offer more competitive. I would say that a hotel brand has a unique selling proposition. The argument tends to convince travellers to book a hotel instead of someone else property. It is known as the market position for which the luxury hotel business would tend to give. And I would say that position is composed of a bundle of attributes that the hotel mainly offers to meet the guest’s wants and needs.

Alternative solutions for threats and opportunities for the business, enabling it to grow and remain viable

Opportunities and Threats

The opportunities for Dorchester hotel are in the development aspect. I would say that since its inception in 2006, Dorchester Collection has built a portfolio of truly legacy hotels where they would come to experience a certain way of life. It is a passionate hotelier and experienced operator constantly seeking new opportunities that would add to its portfolio. Dorcshter opportunities also involve unique chances – a chance to be a part of the world’s most covert collection of hotels where people would come to experience and connect with a certain way of life (Bardwell et al., 2019). Several things can be done to improve bookings, guest pleasure, and income in the hotel industry. Examine current industry trends and guest feedback for ideas on how to diversify your revenue streams or expand into new sectors.

The threat for the Dorchester hotel business group tends to turn to “loss as a boycott and Brexit had hit the business”. “Further, for this hotel where personal abuse was directed at the staff of Dorchester Collection, the hotel which led to the temporary closure of the groups’ social media accounts and protests that took place outside the group London park lane property.”

Alternative Solution

Dorchester’s Hotel should take care of the threats involved in the Dorchester hotel business, where Brexit issues need strategies to combat threats by navigating the few hurdles that are mainly caused by Brexit in the short term for the hotel industry. for instance, the cost of the hiring, placement and skill shortage of Dorchester’s hotel needs to be managed more extensively. Further, protests must be stopped by introducing strict policing near Dorchester, and stronger security measures must be taken by Dorchester hotels.

References

Bardwell, G., Fleming, T., Collins, A.B., Boyd, J. and McNeil, R., 2019. Addressing intersecting housing and overdose crises in Vancouver, Canada: opportunities and challenges from a tenant-led overdose response intervention in single room occupancy hotels. Journal of Urban Health, 96(1), pp.12-20.

Delpechitre, D., Beeler-Connelly, L.L. and Chaker, N.N., 2018. Customer value co-creation behavior: A dyadic exploration of the influence of salesperson emotional intelligence on customer participation and citizenship behavior. Journal of Business Research, 92, pp.9-24.

Efthymiou, L., Orphanidou, Y. and Panayiotou, G., 2020. Delineating the changing frontstage and backstage segregation in high-end and luxury hotels. Hospitality & Society, 10(3), pp.287-312.

Padma, P. and Ahn, J., 2020. Guest satisfaction & dissatisfaction in luxury hotels: An application of big data. International Journal of Hospitality Management, 84, p.102318.

Periañez-Cristobal, R., Luengo, P. and Calvo-Mora, A., 2020. The heritage character and service quality in urban defensive structures renovated as hotels. Journal of Heritage Tourism, 15(1), pp.44-59.

Vlasic, D., Poldrugovac, K. and Jankovic, S., 2019. The Competitive pricing in marina business: Exploring relative price position and price fluctuation. Journal of Tourism, Heritage & Services Marketing, 5(1), pp.3-8.