Unit 15: Monitor and maintain the

quality of the guest experience

What is this unit about?

This unit covers the skills and knowledge required to

implement a review of guest services.
This includes the use of standard operating
procedures (SOPs) and key performance
indicators (KPIs). It requires you to appreciate the
differences in service styles and
standards due to price and target markets.
Unit 15 Monitor and maintain the quality of
the guest experience. KLO 2.1 – 2.5

A quality benchmark is the way in which a company measures

its performance against its best competitors.

Measured through KPIs, SOPs, Rules, and Review

Hotels CompSet (in competition with your hotel)
Ratings
Review Rating
Your hotel 7.8
Competitor 1 7.3
Competitor 2 8.5
Competitor 3 8.1

The Quality benchmark for your hotel is Competitor 2 –

management target is to match a rating of 8.5 or higher!
Unit 15 Monitor and maintain the quality of the guest
experience.

The CompSet is the hotel’s competition, so if you work in a 5 Star

hotel in Riyadh, your CompSet is the other 5 star hotels in Riyadh.
Unit 15 Monitor and maintain the quality of the guest
experience.
 

Activity 3:
You are Quality Manager in Marriott Hotel Riyadh, and you are
concerned that your rating is only 7.6. This is causing low occupancy
and you have been asked to introduce procedures to increase the
rating, with the objective to increase occupancy.

The two main competitors in Riyadh are The Ritz-Carlton and Four
Seasons, as they are also five star hotels and have a better rating
than Marriott.

Using Booking.com, please research customer review comments of

your Compset and evaluate areas for improvement in Marriott hotel,
and compile a report of your findings.
KLO 2.1 The impact that budget and price points
have upon the development of service standards

It’s all down to money!!

Budget: – An estimate of income

and expenditure for a set period
of time. (An amount of money
which has to last for a period of
time)

  price points: a scale of possible prices

at which something might be sold
KLO 2.1 The impact that budget and price points
have upon the development of service standards

Budget & pricing affects Guest services and standards .

For everything in hotel there is a budget.

For staff, renovations, amenities, food & beverage

KLO 2.1 The impact that budget and price points
have upon the development of service standards

If amenities budget is
less , If staffing budget is less,
We have less amenities in then there will be less
room . staff recruited

What will be possible What will be possible

problems ?? problems ??
 KLO 2.1 The impact that budget and price points
have upon the development of service standards

It’s all down to money!!

The price point set
1.A low price - sell more
 Pricepoints: - a point on 2.A high price – sell less
a scale of possible prices Must try to find the price that
at which something might gives them most profit.
be sold to make a profit. Profit is depends on :
1.Cost to make the product but
also
2.The price charged by Compset.
Customers compare price to
the Compset Benchmark price
to determine if value for money
KLO 2.2 How SOPs are used – a Standard Operating Policy

Definition of SOP: Benefits of SOPs

A set of written instructions that document a
routine or a repetitive activity followed by an Guests get the same
organization. treatment - through
consistent service levels.
Purpose: Used in hotel employees'
To maintain quality and consistency of Performance Evaluations. 
service and standards.

Types: Rules policies &

Different types of standard operating procedures 
procedures.
1.Specific tasks in job descriptions Sets out important
2.Rare circumstances, such as fire alarms information for employees in
sounding or elevator problems.  respect of different areas e.g.
how to handle complaints
 KLO 2.3: What KPIs are and how to identify them
 KPIs used to:
Evaluate performance of business
processes and individuals
Organization’s performance
Make better decisions for the future.

KPIs are used to monitor and to

benchmark the performance of the
different departments in a hotel
e.g. the time taken to clean rooms, food
and beverage, customer service, profit and
available finances.
 KPIs are a measure of performance against a set of targets
 Each KPI has a different task and goal
 Benchmark – a standard or point of reference against which things may
be compared.
 A quality benchmark is the way in which a company measures its
performance against the best of its competitors.
 KLO 2.3: What KPIs are and how to identify them
KPIs measure
How well companies,
projects or individuals are
performing in relation to
their goals?
Financial performance
operational processes
internal processes
sales and marketing
customer satisfaction
Important to tracking KPIs
to evaluate and improve
business performance.
Restaurant examples:
Food Costs:
Food purchases can be measured
against food sales.
A food cost per head can be used
to work out the profit margin per
customer.
Seating:
How often are your tables being
used?
Is high-turnover affecting customer
service?
Evaluate the number of seats
used, clearing time and cooking
time.
 KLO 2.3: What KPIs are and how to identify them

KPIs are used to identify

areas where operational
efficiency can be improved.
Activity 4
Average Daily Rate (ADR)
The average price paid per
room on any given day. Practice Calculations of ADR
and RevPAR
Total Revenue
Number of rooms occupied

Revenue Per Available

Activity 5
Room (RevPAR) Applied ADR and RevPar
scenarios
Total Revenue
Number of hotel rooms
KLO 2.3: What KPIs are
and how to identify them
KPIs can be used to measure the
quality of service in any area of the
hotel.
Activity 6
The manager was so
pleased with your work, that
she has asked your class to
measure the quality of
performance at the
following areas.

You are on OJT and the manager 1.Restaurant

asks you how you would measure 2.Swimming Pool
quality at reception desk. 3.Beauty salon
4.Cleanliness of Public
1.Make a list of 5 KPIs that you areas
could measure to assess the
performance. Please follow the steps you
2.Suggest one appropriate measure did for reception.
to use to evaluate each KPI.
3.Write or draw the measure so the Tabulate all your results in a
manager can see how the KPI is table.
measured.
KLO 2.4 How the delivery services can be monitored against SOPs

Delivery services: - need to be

VERY FAST so there will be a
SOP for timing and it will be
Standard Operating monitored closely.
Procedures are
instructions to Order-Processing: - SOPs
standardize (keep provide step by step instructions
for how orders are completed
the same) the hotel’s from the order to the delivery.
approach to routine
situations. Refunds: - There will be a SOP
explaining the step by step
instructions about how to give a
refund
KLO 2.5 The role of managers and supervisors in monitoring SOPs

SOPs have been decided

upon by the company and
written.
1.Managers train staff to
follow them.
2.Managers make sure staff
understand their importance
of working to a SOP.
 At regular meetings, managers and
staff need to evaluate that the SOP
is contributing to improved service
delivery.
 Staff should use the SOP when
performing a certain task
 All staff should be able to perform all
the essential steps in the same way

3.Supervisors / managers
need to monitor the usage
of SOPs by their staff as
part of their support
supervision.
KLO 3.1 – 3.4 Understand how to develop strategies for the
improvement of guest services.

3.1. The role of training

and development 3.3. How information
activities in ensuring that regarding competitor
quality services are services can be gained
maintained

3.2. Why regular review

3. 4. Why benchmarking
of service delivery is
against competitors is
important to the
beneficial
operation of the business
 KLO 3.1 – 3.4 Understand how to develop strategies for the
improvement of guest services.
3.1. The role of training
and development
activities in ensuring
that quality services are
maintained
SOPs are used in training
and development to
ensure quality services are
maintained:
Step by step instructions
explaining how management
expect certain work tasks to
be carried out.
Step by step instructions
help management and
supervisors train staff as they
can easily cover each activity
point by point and check for
understanding.
 KLO 3.1 – 3.4 Understand how to develop strategies for the
improvement of guest services.

3.2. Why regular review

of service delivery is
important to the
operation of the business
 3.3 How information regarding competitor services can be gained
Remember………….. there
will ALWAYS be competition!!
Ways in which you can keep
up to date with your
competition and what they are
doing.
To maximize your hotel’s
success you need to know…
Who your competition set
includes
What are they doing.
How well are they
succeeding.
Consistently monitoring
your hotel Compset can
alert you to trends in the
industry.
See the special offers
they offer
Learn new ways to
boost your revenue and
learn about things that
don’t work.
Smart hotel marketers
take a proactive
approach - obtain key
information about their
competition.
 KLO 3.4 Why benchmarking against competitors is beneficial

 Hotels evaluate their processes in

Benchmarking is used to
discover best performance
Management identifies the
best companies in their
industry
Compares the results and
processes of those studied
(the "targets") to one's own
results and processes.
Learn
•How well targets perform
•The business processes
targets used
•Why these companies are
successful.  their KPIs figures stated with your
relation to best practice of CompSet
 Instigate Process Improvements to
improve aspect of performance.
 Benchmarking - a one-off or a
continuous process to improve their
practices.
 Keep your eye on your competition!
Do this by:
Hotel reviews – what CompSet
is better at than your hotel – set a
benchmark and aim to not only to
achieve this quality but better it
Financial Accounts: Compare
hotel’s KPIs
3.3 How information regarding competitor services can be obtained

 Sign up for your competitor’s emails and newsletters

 Check out their promotions, special offers and news.
 Explore your competitors’ hotel websites each month
 Google alerts to go off when competitors post press releases,
get media coverage and run promotional campaigns
 Follow them on social media channels
Know exactly what they are offering and compare that to your
own hotel.

Read and learn about

the innovative changes
competitors are making
through AMADEUS
hospitality
https://www.amadeus-
hospitality.com/insight