Harlington Hotel Business Plan Tourism Essay

Harlington Hotel c some(prenominal)ing Plan Tourism EssayCritic eithery review the hotel labor, apply strategies, to look intok and listen to consumers pick out(a)s and wants. This would make water a specific tenseness on acquit goting consumers, and providing a dodge of overcoming predicted challenges and to develop existent pecuniary assumptions and financial ends.The communication channel is to be a new medium size hotel of modern work and facilities. The design of the hotel is to have 60 rooms, reception, waiting lounge, one restaurant, dickens lock rooms, two reconcile of the art conference rooms, one bar, and an indoor locomote pool with a gym.The contrary side of the crease is also having consociate up with the local anesthetic theatres and as a promotion, those of which carry on with us discharge pursue down overreachets to see different shows at half price.The hotel exertion is worth further over $30 billion at heart the UK and has been on th e up since 2003. absolute majority of the tidy sum who stay at heart the hotels is domestic tourists. According to Data supervise (2007) The UK hotels and motels industry generated total r counterbalanceues of $34.1 in 2007, this representing a compound annual ripening rate (CAGR) of 5.7% for the period spanning 2003-2007.Under the moneymaking(prenominal)ise investigate conducted 54% of the people asked would stay at a hotel with the offer of 50% per cent give the axe on theatre tickets, , this shows on that point is a foodstuff throw in and a make for this kind of occupancy as world innovating and new.Two casefuls of research testament be conducted. A qualitative and quantitative approach. This pass on build a foundation and gain an in-depth study of consumers needs and wants for the concern. According to Gummesson (2000) an organisation acts in the reality and consists of people. This suggests when gaining a study of consumers needs and wants the business ne eds to see that people ar non just statistics but also they be the ones whose in stampation, eject inspection and repair change the operation of the business in real- eon. The two forms of research is discourses and questionnaires. Research helps to give a vari up to(p), and salmagundi of sources to analyse, helping the decision serve well. Research is the systematic and objective march of gathering, recording and analysing data for tending in making business decisions (Zekmund, 1991).It is essential to have a make headway understanding of the philosophical basis for the research strategy selected and this helps to go forth the tec with clarification, decoct and consistency of research design. this volition be dependent on the research design and the lawsuits of evidence we collect (Hines, 2000).Questionnaires and interviews atomic number 18 opinionive beca riding habit Studies depended on interviews and questionnaires for their data .. Using questionnaires and interviews obtained nominatements around opinions and feelings.. Interview behaviour is a form of social interaction and should be analysed accordingly. Verbal data has been made the headstone of contemporary social science (Foddy, 1996)Interviews and questionnaires are exceedingly relevant beca do it pass on help identify, if the business will be viable and this type of research is non-expensive. Small firms can benefit from low address qualitative trade research techniques to check up on achievable advantageous grocerying strategies (Goodman, 1999).Confidentiality of data is all-important(a) ensuring persons taking part are aware of what the project is. Researchers have a moral obligation to maintain the confidentiality of the data. In this respect the anonymity of the answerer is crucial and should be respected, by the researchers prior to the collection of the data (McKenna, 2006).4.0 industry AnalysisMarket sizeThe market the business is entering is exceedingly lar ge as the business is not only going have to compete with hotels, but also some other venues of accommodation. This would include campsites, B Bs, holiday centres i.e. Centre special Ks and theme parks accommodation e.g. Alton Towers. The data provided by figure Britain (see appendix 1) there is still a variable market for the hotel industry, as it is showing 23% per cent of tourists staying in hotels in spite of appearance the UK compared to the other forms of accommodation. This percent shows hotels are second choice as 48% would choose to stay at a friends or relatives house. The business needs to tint out and to be different in order to boost the per centum for the hotel market and lower the FR (friends and relatives) percentage, by providing a high fibre level of service and amenities which will outperform the comfort of federal prescribed.Trends inwardly the marketThe trends of the consumers staying within the UK, the largest amount was mainly for a holiday. Accordi ng to Visit Britain (2009) it was the largest since 2000 with a 33% increase in 2007. But there has been a decline as in 1995 the numbers of visitors has dropped from 44% to 33%. For VFR there has been an increase since 1995 from 20% to 30% (Visit Britain, 2009). VFR is the only one showing offset within the market, since 1999 it has had an increase of 30% in total but they are not contributing to the accommodation sector (Visit Britain, 2009).Visit Britain (2009) states personal credit line visitors are generally a lucrative target- spending on average 126 per iniquity, 514 per visit, and staying for the most part in paid accommodation (68% in hotels/Guesthouses)Market analytic presupposeing rise abridgmentThis technique provides a framework that enables an organization to assess their present within a market in relation to the competition (Page and Connell, 2006).Strengths of the business is having a variety of rooms, some(prenominal) conference rooms, which are hi-tec, h igh flavor service, training programmes for cater and effective strategies in place. This will help to retain consumers and with research on consumers and competitors, the business will be able to advance pays. Firms that generate disseminate and meaningfully respond to market intelligence agency and supply inputs are likely to enjoy enhanced financial exploit. (Jaworski and Kohli, 1993).Weakness of the business is mainly signage, as it is not cheap and processes though the council can take time. Other weaknesses are finance. The business will be seeking finance from banks and investors, to help start the business. Such firms, which generate valuable knowledge about both wonter preferences and competitor intents by integrating planning and intelligence inputs/views, can optimize the fit between their capabilities and external opportunities and thus hand superior performance (Novicevic et al, 2004)Opportunities for the business is developing links with other castions, to he lp out in further projects within the town especially with the ingest up of the 2012 Olympics as this will help to bring in much custom an dalso benefit the local attractions. The Euro is becoming stronger against the Pound forming an era of an low-cost England for international tourists, which helps to have the opportunity of develop a good financial stance within the market. According to Day and Nedungadi (1994) the opportunities are intended to provide options for the firms to exercise in order to maximize the fit between its capabilities and forthcoming opportunities.Threats for the business are the competition as they will up their gritty to ensure that a new business does not succeed, especially within a recession. The local authority will be a menace via planning permission may not be given for trustworthy development plans. The idea of these threats is to acknowledge them until resources allows them to be minimised. According to Liedtke (2000) synthesizing process crea tes survey, not only in aligning components, but also in creatively re-arranging them.PEST depth psychologyPolitical issues for the business is ensuring all licences desired are put into place, this includes selling of alcohol, health and safety fire exits, supervision of liquified pool, CBR checks, hygiene certificates, different licences for opening and closing times of facilities. Grants and reinforcement is also an issue as presidency have made several ways to get a pull in of funding for businesses, via the banks. For example, executives evaluating potential mergers or acquisitions must consider antitrust suits and other legal matters, and political issues in addition to financial aspects (Keeney, 1982).Economical issues for the business getting a hold of loans from the banks, but a main concern would be interest and flash rates, after the current sparing climate of the recession, causing unnecessary leakages within the finance budgets of the business. Future implicati ons of alter- natives now beingness considered should be grievanceed for in the decision-making process (Keeney, 1982).Sociological issues for the business is more people are staying at FRs more and cheaper holidays are making it harder, therefore gathering and analysing data is peremptory to success, for the business. In whatsoever case, the process of obtaining and combining the available study is a difficult task that requires balancing all the pros and cons (Keeney, 1982).Technological issues for the business are costly when technology advances are made, and systems have to be updated. This involves changing all computer systems, reprogramming, and retraining of staff. Different individuals, however, have expertise in disciplines such(prenominal) as economics, engineering, and other professions which should be incorporated (Keeney, 1982).This can be offered by having use of the internet, and having a website for involutions, and information about the company and what the b usiness is about, and use information systems within the business.5.0 Presentation of findings5.1 Interview overview(To view full psychoanalysis see appendix 6) twain of the hotels use different strategies, the Royal hotel uses receipts oversight and the Walton park hotel uses a aristocratical ocean strategy. This is defined as untapped market space, demand, creation and the opportunity for highly profitable ingathering (Kim and Mauborgne, 2005).The hotels agree, the hotel market has changed, as consumers are becoming lazy and are booking rooms later and later. Customer inscription is no long-run a priority for the market, but the internet has also made this change as it is easier to compare prices, and standards. The Royal hotel has large functions and weddings occurring they have to be able to plan about tercet months in advance especially with the strategy of RM.Both of the caution from the hotels attend conferences to help with new suggestions and the running of the bus iness.For gathering information they use questionnaires which helps to have target market information updated and services can be improved, but Royal hotel says if even though they use questionnaires they are very victimize answered, and some will give exceptional on very thing which does not help the improvement of the business as they need to have constructive criticism.(Royal Hotel and Walton Park Hotel, 2009)6.0 Consumer analysis6.1 Target market identificationThe research conduct uncovered the target market being C1, C2 and Ds using demographic profiling.The reason for this is because they are more influence to stay in a non-expensive hotel, with a variety of facilities offered, and also due(p) to Weston-super-mare being central, via the motorway and different express systems available. We are well-served by the M5, mainline railway and Bristol International Airport (BIA) and have an efficient and comprehensive cosmos transport network (North flip, 2009).6.2 Consumer need s assessmentWithin the business the consumer infinitely needs to have the highest level of service. For service organisations the interaction between front-line staff office and the customer is crucial as they aim to create high fiber service discovers (Nickson et al, 2005).When providing a high level service for the target market, everyone is different therefore the needs are not going to be the same, for each(prenominal) person, delivering superior customer value and satisfaction are crucial to the belligerent edge of a firm (Kotler and Armstrong, 2000 Weitz and Jap, 1995). For example certain aspects will need to be in place within the business for those who have disabilities, youthfulness families with baby changing facilities, those who are diabetic. Many different concepts need to be taken into consideration, for different consumers, the more efficient of establishing customers needs then a good reputation can be established very pronto for the business. Deng (2008) s tates Customer satisfaction increases customer loyalty, reduces price sensitivity, increases cross-buying and increases positive word of mouth.7.0 strategicalal implementation7.1 disconsolate Ocean and Focus strategyA Blue ocean strategy is a way of breaking away from the industry boundaries, going beyond the known and entering the unknown. Kim and Mauborgne (2005) state Blue oceans, in contrast, are defined by untapped market space, demand creation, and the opportunities for highly profitable growth . almost are created from within red oceans by expanding existing industry boundaries.This is applied to the business as having a link with the local theatres is a new and innervating idea, as no other hotel provides this type of service. The business is going into an area which has not been explored before. With this strategy in place for the business, profitability will be more inclined, as the research conducted showed there is a market for it. Companies that create blue oceans u sually reap the benefits without reasonable challenges for ten to 15 divisions, as was the case with, Southwest Airlines and CNN. Creators immediately attract customers in large volumes (Kim and Mauborgne, 2004).Using Porter generics strategies of a focus strategy this interlinks as the blue ocean strategy for the business needs to focus on its consumers and adapt the products and services to meet the target markets requirements. Using the focus strategy not all consumers are going to want to go to the theatre, therefore using the focus strategy, and opportunities available the business will be able to develop further links with other attractions. An organisations knowledge capabilities determine its effectiveness. As the underlying knowledge processes are highly dynamic, the capabilities used in performing those processes must also be dynamic (Dawson, 2000).8.0 way and frameworks8.1 ManagementWithin the business there will be three sets of management and one general manager. (Se e appendix 8 for structure). Each manager is to an effect to manage, delegate and organise the department they are in charge of. Meetings will take place every morning for a, debrief followed by an official monthly one.8.2 TQM framework appliedTQM is not an easy process to be applied to an organisation as it can be quite convoluted. Most business organizations start the implementation TQM programmes with lots of vigour, enthusiasm and perhaps even excitement. The more they move forward with their attempts to change the culture of business popular opinion TQM, the more they realize that it is a hard and very painful process (Zairi, 1994). TQM is a philosophy, as consumers demand it in different ways. This includes the following lineament of products/services speed and reliability of delivery price innovation and eminence and professionalism (Zairi, 1994).For TQM to work, the business is going to ensure all staff having training sessions, and three month appraisals to ensure the s ervice being provided by the staff are to high timbre standards. Ensuring there is always a member of staff available for information about the hotel and the surrounding areas, and the reliability to speak to management to sort any issues quickly, effectively and efficiently. Having the opportunity to develop connections with other attractions, as reversive consumers may get bored of the same thing, therefore a variety of connections is required to be able to retain custom.Finally all staff members are to act in a professional expressive style at all times, when dealing with consumers, if any problem occurs, management will be involved and if serious then disciplinarians and taking part in skill develop programs. Customers focus as a basic tenet at the heat of and underlying TQM is among the most generally accepted precepts in the work of all quality management (Soltani et al, 2004).9.0 Financial SourcesWithin the finance sector there are several ways to be able to set up a busi ness and to gain expectant, which can allow in long term and short term funding. This involves the following capital and venture capital profit retention borrowing leasing, hiring and factoring government assistance overdraft and trade credit (Needham and Dransfield, 1992)There are a variety of ways to gain capital most organisations will use banks where you can gain up to 60% per cent of value and investment plans, depending on how much money and profit available, this is depending on evidence given of the business plan, and proven it is worth investing (Owen, 2009)For the business there will be quatern types of financial sources to be used, this will be investment from investors, borrowing from the bank, these are going to be long term financing for the business. The short term financing will be a private truth loan, which will be paid back within the first year and also a business overdraft, which is for emergency use only.From appendix 9 of the balance sheets, the profit m ade will be divided into four sectors this will be reinvestment back into the business itself, separate loan account so the borrowed money gets paid back, payments to investors and finally Inland Revenue wad tax. This way the business is able to run smoothly and efficiently and have also analysed the finance from 100% full down to 25% per cent full.For buying the hotel itself excluding refurbishment estimation of about 2.5M 3M with design and size of the hotel as this is on a basis of the Royal hotel and Walton Park hotel.If looking at buying the Royal Hotel or Walton park hotel then you will be looking at about 2.5M 3M without anything done to it, this is an estimation with the current economic climate (Owen,2009)BibliographyConnexions (2009) Job descriptions and salarie. online on tap(predicate) from URLhttp//www.connexions-direct.com accessed 01.05.209.Datamonitor. (2007) Hotels and motels in the United Kingdom. online Available from URLhttp//www.datamonitor.com accessed 20.0 4.2009Dawson, R. (2000) acquaintance capabilities as the focus of organisational development and strategy. journal of Knowledge management, 4 (4) pp.320-327.Day, G.S. and Nedungadi, P. 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Orlando The Dryden press.Append icesAmount of visitors staying in different types of accommodation within the U.K.Trends purpose of visit and length of stayQuestionnaireQuestionnaire resultsInterview questionsFull analysis of interviewSWOT and PEST AnalysisManagement and staffing structure pecuniary resource and forecastingAppendix 1% of Nights Spent by Visitors from all countries by Type of Accommodation, 2007(Visitbritian, 2009)Appendix 2Purpose of visit(Visit Britain, 2009)Length of stay(Visit Britain, 2009)Harlington HotelsAppendix 3Questionnaire for development plans of a new hotel in Weston-super-mareHarlington HotelsThe information about to be given is confidential and will remain nameless the questionnaire is designed to help research into a hotel business and to find out about consumer needs and wants to help it become a more realistic approach within customer satisfaction.Male female (please tick the discriminate answer)How old are you? (please tick the get answer)18 2526 3031 4041 5051 +What is your origin? (If unemployed please go to question 4)Please state If savant and employed please state..How often do you go to W-S-M? (please tick the appropriate answer)Every dayTwice a weekOnce a monthOnce a yearIf other please state How do you get to W-S-M? (please tick the appropriate answer)By carBy busBy trainBy airline via other transportIf other please state .Thank you for your timeWhat sources do you use when looking for a hotel? (please tick the appropriate answer)The internetMediaGuide books subject/international travel agentsGo by word of mouthIf other please state ..(Please tick the appropriate answer)How long do you unremarkably stay at a hotel within the UK for?One nightweekend Fri Sun or Sat Sun (please circle )5 10 days11 15 daysOne monthIf longer please state ..What would your main reason be for visiting? (Please tick the appropriate answers)Rest and relaxationVFR (friends and relatives)BusinessEducation (conference, congress, seminar, study, other)Culturegai etyHealthReligious reasonsIf other please state Thank you for your timeBelow is listed some elements which may be considered when choosing a hotel. Please argue the IMPORTANCE of each element it is to you when choosing a hotel. Please rate them on a scale 1 being unimportant and 5 being very important.ELEMENTS WHEN CHOOSING A HOTELHow master(prenominal) is This ElementUnimportant very ImportantI Dont KnowClean and tidy hotel (reception, restaurant etc.)12345Clean and tidy rooms12345Information accessibility12345Information clear and cryptic12345Catering facilities offered12345Knowledge from staff12345The willingness of staff to help12345Trusted staff12345Friendliness of staff12345The understanding of guests needs12345Additional activities offered by the hotel (sports facilities, sport etc.)12345Activities offered within the local area i.e. excursions, trips, theatre shows etc.12345Please rate the general quality when choosing a hotel 1 being low quality and 5 being high quality? Low quality High qualityI Dont Know worldwide quality of the hotel and service provided12345Thank you for your time(Please tick the appropriate answer)What services/ facilities would you want/ require from a hotel?Staff who can help and sit down with you if any problems or queriesKnowledge of area / other areasActivities to do outside the complexActivities sports, walks, excursions etcVariety of restaurants with different foodsLinks with local transport operations consortiumGymVariety of evening activitiesIf other please state .What type of room would you prefer standard or luxury?Please state What facilities would you expect to have in the room? (Please tick the appropriate answers)En-suiteKitchen lounge aboutBalcony / terraceIf other please state .How much would you spend per night at a hotel? (Please tick the appropriate answer)2021 4041 - 6061- 8080 +Would you stay at a hotel which offered half price theatre tickets?YesThank you for your timeNo perchanceAppendix 4Questionnaire resultsAppendix 5Interview questionsWhat form of custom do you receive?What is the main strategy used for this business i.e. focus, cost leadership, or differentiation?For the hotel industry and for your business do you think loyalty has decreased or increased?What benefits do your loyal consumers receive if any?Has the hotel market changed in recent years? Why?What do you think consumers look for when booking a hotel?The consumers you receive are majority of them returning consumers or different all the time?How important is your target market to the business? W