Create a Service Strategy for Medium Size Hotel in the Uk

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Introduction City hotel London is a medium size B&B hotel catering for business travellers, group holiday makers and family with children (Cityhotel, 2013). The unique thing the hotel is the workforce and location. City hotel have a multilingual workforce from different part of West and East Europe. The hotel is located at the financial district of the capital which makes it a magnet for business travellers and group holiday makers. City hotel provides their customers with 24 hour secure parking service, daily maid and complimentary Wi-Fi to all customers (Cityhotel, 2013). City hotel service concept is to provide budget rooms to all their customers at a reasonable rate. Customers can either book a single, double or twin bedroom at competitive rate compared to their competitors (Cityhotel, 2013). The operating strategy is getting customers to book online without paying for booking fees, hence reduction of administration cost. Walk in customers can also book at the counter and get instant booking confirmation in order to avoid discrepancies if there is room availability or not. The company uses technology for some of their service deliveries, customer journey starts with clients visiting City hotel website to check room availability (double, single or twin), make payment online if able to secure a room and confirmation email sent to the customer stating the booking date, arrival, departure date and the amount paid for the service.. The company vision is to provide an affordable hotel to suit every budget. City hotel competitors are Travel Lodge, Premier Inn and Ibis. Most their competitors have branches in different locations which gives them an added advantage of economies of scale SWOT analysis of City Hotel London SWOT analysis is an assessment technique used to identify positive forces that work together in an organization and potential problems that need

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