Al-Munir and Spa Hotel

Members:

Ariel Alejandro Rada Arce

Jaivel Alan Quisbert Marca
Alejandra Daniela Peredo Mendizábal
An Arab hotel group wishes to
build customer:

-By loyalty

-By getting to know its visitors

better and encouraging them to
return to its hotels, but there are a
number of problems that we have
to solve as a marketing
department.
What are the problems?
➔ Group turnover has fallen by 22%.
➔ the group's room occupancy rate has dropped from 81% to 62%.
➔ Customer surveys have indicated increasing dissatisfaction with the
hotels.
➔ The retention rate of guests has fallen from 25% to 8%.
➔ Recent reviews have reduced two of the hotels' rating from four stars to
three.
➔ The employees do not have enough experience in terms of their
helpfulness, enthusiasm, knowledge
 What are the causes of this problems?

The main reasons why guests do not return is quite clear:

● They feel they have not had a memorable experience.
● They don't make themselves feel special and valued.
● They are looking for a more personalized service.
What problems did customers report?
● One guest said there were no facilities in his room to make
coffee.
● A number of guests with families mentioned the lack of
facilities for children, o special menus for them and no play
area.
● A businesswoman needed to use in a business centre, but very
often when she went there, it was closed.
● They aren’t made to feel special and valued
● They expect
What is our purpose as a Marketing
Department?
The problem is already presented and it is clear.
● Improve the quality of work of our employees to give
training of all the task that the hotel need to do.
● Exceed customer expectations.
● Encourage customers to return with a really good services.
● Treat them as at home
 How can the Al-munir group make guests feel
¨special¨ and ¨highly valued¨?
● Meet customer needs.
● Provide a comfortable environment.
● Motivate hotel employees to show charisma and good
customer service.
What can the group will do to solve the
problems?:
a) Reward loyal customers: b) Persuade guest who have
stayed once to return:
● Attract customers with offers
and cumulative points for
discounts for each time they
say.
● Give good quality with
affordable prices.
What can be done to make the staff more motivated
and customers- orientated in their approach to their
work?
● Give employees better quality of
work.
● Give training to employees.
● Give rewards to those who do
their job well.
● Teamwork.
What questions should the management be asking in
order to gather information for an accurate, up-to-
date profile of each guest?
-How do you rate the attention?

-Do you consider the hotel

comfortable?

-Which is the area of the hotel

that you really enjoy? Why?

It is advisable to open a suggestion space in these surveys.

How can the group maintain its relationship
with guests once they left its hotels?

Build a relationship based on:

● Dedication.
● Effort.
● Bidirectional communication.
● Maintain contact through emails or social networks by inviting
them to events of invite if there are special offers.
● Try to be the majority of time friendly and polite.
How to increase the average scores in the next
surveys and recover the fou- star rating?

● Improve hotel facilities.

● Hire charismatic staff.
● Doing marketing.
● Manage the expectations of guests with statistics.
● Welcome them in a welcoming way.
● Train the staff.
The necessary resources that the company
needs
● Provide the tools needed to staff to efficiently develop
their function.
● Implement a website designed to sell the service
● Hire training so that employees can perform well in their
areas.
What are our expectations?

● After showing our action plan,

we expect both hotel
employees and customers to be
satisfied.
● Improve the quality of service.
● Market growth.
Conclusion
Recognizing the causes of the problems, the
hotel is expected to gain good reviews and
reputation by improving the business-customer
relationship with this exposed action plan.