Licenta Final 1 [305294]
UNIVERSITATEA DIN ORADEA
FACULTATEA DE …
PROGRAMUL DE STUDIU …
FORMA DE ÎNVĂȚĂMÂNT …
Lucrare de licență
COORDONATOR ȘTIINȚIFIC
Lector univ. dr. Stelian NISTOR
ABSOLVENT: [anonimizat]ényi Evelyn
ORADEA
2017
Introduction
Hilton Hotels and Resorts
1.1 [anonimizat] 4,700 hotels, resorts and timeshare properties comprising more than 775,000 rooms in 104 countries and territories.
In the nearly 100 [anonimizat] a portfolio of 13 world-[anonimizat] & [anonimizat].
The premier brand portfolio also includes Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, [anonimizat] – A [anonimizat], [anonimizat], [anonimizat], [anonimizat]2 Suites by Hilton and Hilton Grand Vacations. (http://hiltonworldwide.com/about/)
1.2 [anonimizat], New Mexico. [anonimizat], [anonimizat].
Faith and work made him dream! He always said that “to accomplish big things I [anonimizat], you can take something good out of it”.
The most enduring influence to shape Hilton’s [anonimizat]. [anonimizat] a beloved pony to sever financial losses during the Great Depression. His mother always told him that prayer was the best investment he would ever make.
As a [anonimizat]'s [anonimizat]. [anonimizat] a stint as a representative in New Mexico's first State Legislature and a career decision to become a banker. (https://en.wikipedia.org/wiki/Conrad_Hilton)
“Well, I went down to buy a [anonimizat] 1919, in a [anonimizat], and then he raised me 5000 dollars, it makes me mad. And I was staying in this hotel, I [anonimizat] a [anonimizat] I said "I would like to buy your hotel", if I would not became a banker, than I will became a hotel man".
So in 1919, [anonimizat] a life as a hotel man. Now, [anonimizat] 40-rooms Mobley Hotel. The hotel did such brisk business that rooms changed hands as often as three times a day, and the dining room was converted into additional rooms to meet the demand. (https://en.wikipedia.org/wiki/Conrad_Hilton )
[anonimizat].
[anonimizat] a gold mine. Hilton’s [anonimizat]! The Hilton organization created a [anonimizat]mizing services to the guests, no one have ever seen anything like it!
He traveled by car, train, plane, shopping for new properties, everywhere a new Hilton Hotel opened, he planted his personal thinks of hospitality.
“It is not just the building that makes a good hotel, it is a fancy new chrome trimming of the bathrooms, or delicate crystals on the dining room table, it is not even a service alone, it’s a warmer, deeper, more human thing that any of these, it is hospitality, a growing, living thing, that people feels in the minute that they crossed the threshold.”
In 1925 Conrad Hilton opens the high-rise Dallas Hilton, the first hotel to carry the Hilton name. Since air conditioning hadn't yet been invented, the elevators, laundry chutes, airshafts, and other non-customer facilities were placed on the building's west side, so that no guest rooms face the western sun.
By 1927 Hilton had 8 hotels operating, and more on the way. In 1927, Hilton expands to Waco, Texas, and opens its first hotel with cold running water and air-conditioning in public areas.
In 1929, Conrad announced that he will build a premier hotel facing historical pioneer plaza in Il Paso, Texas, for 1.750.000 dollars. Eleven days later, the stock market crashed and the Great Depression began.
“Things got worse and worse, but I wasn’t about declare bankruptcy, I wasn’t about to quit, every morning when I left church, I was full of hope that something would happen. I was so broke, I did not even know how I will feed my family, or got gas for my car, so I found some investors to help me out, than a young bell boy came up to me and saved the whole thing.”
Nonetheless, he was retained as manager of a combined chain, and eventually gained control of his remaining eight hotels.
“Any came to me one day and he said: “I know what are you going through, here is 300 dollars, this in eating money for your family, take it, and I know that someday you will pay it back.”
This money helped him rethink the problems, and go through all this things. Two weeks later he gave Any’s money back, plus 50 dollars. Conrad worked his way back from what he called a Long Dark Valley, and of course, he Dreamed!
“In 1931 a saw a picture of the new Waldorf Astoria, and read of it’s magnificent luxuries, I cut that picture out and wrote across it The Greatest of them all.”
By 1937, he owned more than 17 hotels, like a desert wind, he swept across America, acquiring the great hotels of the land, in 1946 Hilton became the first hotel company listed on the New York Stock Exchange.
In 1947, New York City's Roosevelt Hilton becomes the first hotel in the world to install televisions in guest rooms.
In October of 1949, Conrad Hilton became the man who bought the Waldorf Astoria, “The Greatest of Them All”.
As well in 1949, Hilton International is born, with the opening of the Caribe Hilton in Puerto Rico. Legendary barman Ramon "Monchito" Marrero creates the Pina Colada.
The name Hilton was now gaining celebrity status, in 1954 Hilton purchased the Statler hotel system, it was sold to Conrad for 111,000,000 $ and it was the world’s largest real estate transaction.
Life magazine declared that the three most recognized brand names by consumers worldwide were American Express, Coca Cola and Hilton!
By the early 60’, Hilton was so famous, and his hotels so well known, that when a Hilton Hotel opened anywhere in the word it was a major event. Hilton created a reputation for luxurious comfort at a reasonable cost. But more than that, Conrad believed that working hard that makes dreams real, and then he always dreamed again because he knew that it is important to be able to change and grow.
1965 Launch of Lady Hilton, the first hotel concept designed exclusively for women travelers. Select hotels feature women-only floors and rooms, and provide special amenities tailored to women.
1969 The first DoubleTree by Hilton opens in Scottsdale.
Today Conrad Hilton dreams has grown into a family of thousands of hotels worldwide each unique and different, designed to fulfill the needs of the travelers of all kinds, it is sharing a common philosophy of hospitality.
(https://www.youtube.com/watch?v=wK9ZIYO9AyY&t=228s)
“It has been, and continuous to be our responsibility to fill the earth with the light and warmth of hospitality!”
(Conrad Hilton)
1.3 Brand Portfolio
From the pinnacle of luxury to comfortable extended-stay suites and affordable focused-service hotels, the thirteen world-class brands delight the guests and reward our partners.
These thirteen brands are organized in 5 different groups. There are destined to different types of people, different needs and different lifestyles.
These are the 5 groups:
Luxury and Lifestyle – Waldorf Astoria, Conrad, Canopy
Full Service – Hilton, Curio, DoubleTree
All Suites – Home2, Homewood Suites, Embassy Suites
Focused Service – Hilton GardenInn, Hampton, Tru
Vacation Ownership – Hilton Grand Vacations
1.4 Honor Program
The Honor Program is a Hilton Worldwide corporate program, the loyalty program of all Hilton Hotels in the world. All guest who visit a Hilton Hotel can get instant benefits when they book directly through Hilton. They can enjoy the benefits of this program from the second they do their first check-in in a Hilton Hotel anywhere in the world. The more they stay, the more they get, including more points, more access to one-of-a-king experiences, and more perks at Hilton Hotels.
Hilton Honor is the leading guest loyalty program in the industry because they form and cultivate meaningful direct relationships with travelers.
The program is relevant to all kind of guests, by offering an industry-leading program for every budget and purpose with five categories: Luxury, Lifestyle, Full Services, Focused Services and Vacation Ownership.
Hilton Honors is a tier program, which means that as Hilton Honors members stays more and more in Hilton Hotels, they are granted higher levels of status.
1.5 The power of loyalty
Hilton Honor is successful because it allows to show loyalty to the guests who are most loyal to the Hilton hotels.
The role of any loyalty program from supermarket to airlines, is to establish and maintain loyalty to that product, service or brand. We all have favorite brands, from foods to clothing, from airlines to hotels.
Are you answering with “Yes” to these following questions?
Do you believe it is better than competing products or services?
Do you suggest or recommend it?
Do you defend it when someone says something negative or praises another brand?
Do you look for it whenever you go?
Do you check for announcements of new items from the brand?
If you answered with “Yes” to these questions you have loyalty to that brand, you will probably choose your favorite over all the others, even it might cost a little more, so the HHonors members.
1.6 What is worth to the Hilton Portfolio?
Now that we know what brand loyalty is, let’s see what Honors worth to the Hilton Portfolio.
Here are the most recent statistics for the showing how Honors drives strong performances.
More than 45 million Hilton Honors Members have been enrolled since the program start’s in 1987.
Together, these 45 million members spent more than $13.5 billion USD with us in 2014. This is almost as much as the total value of all goods and services produced by some countries.
Our more than 45 million members stayed with us more than 86 million paid nights and redeemed 5.4 million reward nights using their Honors points. That’s the equivalent of 250,411 years’ worth of stays.
The average Hilton Honors member occupancy is good, but the goal is 100%. Now, more than 50% of the overall occupancy from paid and reward nights across all brands if from the Hilton Honors members. The program long term goal is to achieve 100% Hilton Honors member occupancy- by enrolling every guest- to build direct long-term relationships with every guest.
1.7 Honors every guest
Here are some reasons why Hilton Honors members are loyal to Hilton Hotels. They appreciate that they can easily earn points with every stay for reward stays and other rewards, the free upgrades and the genuine welcome and recognition that they receive from the team members at check-in.
There are many benefits that the Hilton Hotels can have by enroll all the guests. They choose Hilton Hotels again and again, Honors members often book a Hilton Hotel specifically because of its affiliation with Hilton Honors. Members love getting great benefits, recognition for their loyalty and Honors points. In fact, research shows that they will drive a little further and pay a little more just to stay at a Hilton Hotel instead of competing hotels for these reasons.
Members who are welcomed as Honors members are 45% more likely to return to the property.
90% of nights booked by Honors Members are through the direct – and lowest cost – channels, saving to the hotels nearly $300 million USD annually by avoiding third-party sales commissions.
Hilton Honors spends more than non-members when they stay in the Hilton Hotels. In addition, Hilton Honors members spend an average of $440 USD in the 12 months after being newly enrolled.
1.8 Hilton Honors program tiers
When a guest first enrolls they are a new Honors member, Blue members. As they stay, they can reach the lead tiers which give them additional benefits, Silver and Gold, the highest tier, Diamond.
To reach or remain in a specific tier, the guests have to achieve some goals.
To advance from Blue member to Silver member, the guests have to stay in a Hilton Hotel 4 stays, or they have to have 10 nights in a calendar year.
To became a Honors Gold member the guests have to have 20 stays or 40 nights in a Hilton Hotel or they have to have 75.000 base points in a calendar year.
To became a Honors Diamond member the guests have to have 30 stays or 60 nights or 120.000 base points in a calendar year.
1.9 Honors tiers benefits
Blue member benefits:
Guaranteed Discount: A discounted, changeable & refundable rate is exclusively available for Hilton Honors members.
Digital Check-In: Check-in, choose your room, and customize your stay from your mobile device up to 24 hours in advance.
Complimentary in-room and lobby Standard Internet access during stays at Waldorf Astoria™ Hotels & Resorts, Conrad® Hotels & Resorts, Curio – A Collection by Hilton, Hilton Hotels & Resorts, DoubleTree by Hilton™, Canopy™ by Hilton, Embassy Suites Hotels™ and Hilton Grand Vacations™
Quick reservations and check-ins based on your room preferences
Late check-out
Express check-out
2nd Guest stays free
Silver member benefits:
Guaranteed Discount: A discounted, changeable & refundable rate is exclusively available for Hilton Honors members.
Digital Check-In: Check-in, choose your room, and customize your stay from your mobile device up to 24 hours in advance.
Complimentary in-room and lobby Standard Internet access during stays at Waldorf Astoria™ Hotels & Resorts, Conrad® Hotels & Resorts, Curio – A Collection by Hilton, Hilton Hotels & Resorts, DoubleTree by Hilton™, Canopy™ by Hilton, Embassy Suites Hotels™ and Hilton Grand Vacations™
Quick reservations and check-ins based on your room preferences
Late check-out
Express check-out
2nd Guest stays free
You automatically receive a 15% bonus on all the Honors Base Points you earn
Receive every 5th night free, on Standard Room Reward stays of 5 nights or more
Complimentary access to fitness centers
Two complimentary bottles of water per stay (at Waldorf Astoria™ Hotels & Resorts, Conrad® Hotels & Resorts, Curio – A Collection by Hilton, Hilton Hotels & Resorts, DoubleTree by Hilton™, Embassy Suites Hotels™, Hilton Garden Inn™ and Hilton Grand Vacations™ hotels)
Gold member benefits
Guaranteed Discount: A discounted, changeable & refundable rate is exclusively available for Hilton Honors members.
Digital Check-In: Check-in, choose your room, and customize your stay from your mobile device up to 24 hours in advance.
Complimentary in-room and lobby Standard Internet access during stays at Waldorf Astoria™ Hotels & Resorts, Conrad® Hotels & Resorts, Curio – A Collection by Hilton, Hilton Hotels & Resorts, DoubleTree by Hilton™, Canopy™ by Hilton, Embassy Suites Hotels™ and Hilton Grand Vacations™
Quick reservations and check-ins based on your room preferences
Late check-out
Express check-out
2nd Guest stays free
You automatically receive a 25% bonus on all the Honors Base Points you earn
Receive every 5th night free, on Standard Room Reward stays of 5 nights or more
Complimentary access to fitness centers
Two complimentary bottles of water per stay (at Waldorf Astoria™ Hotels & Resorts, Conrad® Hotels & Resorts, Curio – A Collection by Hilton, Hilton Hotels & Resorts, DoubleTree by Hilton™, Embassy Suites Hotels™, Hilton Garden Inn™ and Hilton Grand Vacations™ hotels)
Space-available upgrade to a preferred room
Choice of complimentary breakfast of Bonus Points
Diamond member benefits
Guaranteed Discount: A discounted, changeable & refundable rate is exclusively available for Hilton Honors members.
Digital Check-In: Check-in, choose your room, and customize your stay from your mobile device up to 24 hours in advance.
Complimentary in-room and lobby Standard Internet access during stays at Waldorf Astoria™ Hotels & Resorts, Conrad® Hotels & Resorts, Curio – A Collection by Hilton, Hilton Hotels & Resorts, DoubleTree by Hilton™, Canopy™ by Hilton, Embassy Suites Hotels™ and Hilton Grand Vacations™
Quick reservations and check-ins based on your room preferences
Late check-out
Express check-out
2nd Guest stays free
You automatically receive a 50% bonus on all the Honors Base Points you earn
Receive every 5th night free, on Standard Room Reward stays of 5 nights or more
Complimentary access to fitness centers
Two complimentary bottles of water per stay (at Waldorf Astoria™ Hotels & Resorts, Conrad® Hotels & Resorts, Curio – A Collection by Hilton, Hilton Hotels & Resorts, DoubleTree by Hilton™, Embassy Suites Hotels™, Hilton Garden Inn™ and Hilton Grand Vacations™ hotels)
Space-available upgrade to a preferred room
Choice of complimentary breakfast of Bonus Points
Guaranteed room when you make a reservation at least 48 hours prior to your arrival
1.10 How Hilton Honors points are earned?
There are two types of points: Base points and Bonus points. They have the same value when they are redeemed, but they are earned differently.
Here is the basic explanation how base points are calculated:
When members complete a qualifying stay (stays booked directly via Hilton Honors channels, such as HHonors.com, call center, directly in hotels) at a hotel or resort within the Hilton Worldwide portfolio, they earn ten Hilton Honors base points for every US dollar spent on their room rate and eligible room charges, such as telephone calls or room service.
When guest reach Silver tier or above, they automatically receive an Elite Tier Bonus, which are additional Bonus points calculated on their Base Points earned by spend in the Hotels.
Other ways to earn Hilton Honor Bonus points:
Hilton Honors Promotions
Mass Bonus Promotions – all hotels may participate
Trageted Promotions – limited to certain members
Hotel-specific property promotions – designed to drive specific types of business depending on the hotel’s need
Hilton Honors Partnerships
Hilton Honors partnerships are selected from brands that are the best in their class to offer members more ways to earn and redeem points.
Transportation partners: includes over 60 of the world’s most popular airline, rail and car rental companies.
The Hilton Honors Shop-to-Earn Mall and other retail merchants.
Hilton Honors Co-Branded Credit Cards, these credit cards can offer many more points for every dollar spent in Hilton Hotels, allowing members to earn rewards even faster. Some card offer membership benefits like automatic upgrades to Elite-tier membership status.
1.11 Redeeming Hilton Honors Points
For many members, the core value of a loyalty program like Hilton Honors comes from redeeming the points for free nights and other rewards. The members have the opportunity to exchange their points not just for free nights in Hilton Hotels, but also for a variety of experiences, merchandise and services. This is another reason why Hilton Honors has become the world biggest hotel loyalty program.
The members most popular way to redeem their points is for reward stays in any Hilton Hotels. Even though guests don’t directly for their rooms, the Hilton Honors Program reimburses the hotel according to a formula.
Hilton Honors members can book Standard room Reward Nights at any of the Hilton Hotels and resorts worldwide. At some properties, members can book Reward Night for as few as 5,000 Hilton Honors Points.
As well the Hilton Honors members can choose the Points and Money Reward option. They can book standard rooms using a combination of Hilton Honors Bonus Points and money. This means that they can book rewards stays faster, without waiting to accumulate more points. For example a Hilton Honors Members uses 12,000 Bonus Points plus pays 50$.
1.11 The value of Honors Members
Honors Members who reached the top tiers of membership, Diamond and Gold status, brings significant value for Hilton Worldwide, values that are exceeds the average members.
On average the company captures 10% of a non-members business, for newly enrolled members that percent almost doubles (18%), once members makes Hilton Honors their primary hotel loyalty program that percentage more than doubles (41%), and these members rise in tiers through their continue loyalty, the company captures as much as 3 quarters of their business.
Additionally, the Gold and Diamond members travel a significant amount throughout the year. So in addition with staying in Hilton Hotels more often, they spend more. As a result, each Diamond member annual revenue is equal in average to two Gold members, five Silver members, ten blue members and eighteen non-members.
Hilton Honors members are valuable because they choose Hilton Hotels, return to Hilton Hotels, book directly and spend more than non-members.
1.12 Research results about Honors Members
Here are some recent result from market research conducted with and about Hilton Honors members that validates the value of Honors to its members.
Research indicates that frequent travelers want a loyalty program to free to join and easy to manage, to make them feel like their hard work and willingness to concentrate their stays in one loyalty program pay off. The program have to offer many choices for earning and redeeming benefits.
There is a big impact when the members are welcomed as a Honors members and they are recognized at every check-in procedures, and they know that the company appreciate the relationship with them. If there are welcomed and recognized it is most probably that they will choose Hilton Hotels again and again.
Research confirms that sincerely thanking costumers for their business and acknowledging their loyalty encourage them to return.
Hilton Honors provides benefits that members want. Hilton Honors is designed to provide benefits members want when they stay at Hilton Hotels. Benefits like room upgrades, WIFI, bottled water or snacks are valued and enhance the guest’s experience when they stay at Hilton Hotels.
1.13 How the program works, behind the scenes?
The Honor Program is a Hilton Worldwide corporate program, that works with both Honors members and with the Hilton Worldwide portfolio. The Hilton Honors program is founded by fees from hotels, all hotels contribute to the program and fees or assets as a percentage of the paid folio of the Hilton Honors members. Hotels also pays voluntary fees to participate in certain types of promotions, and to purchase bonus points for promotional activities. The Hilton Honors program than uses these fees, along with revenues from these partners, to found various initiatives to the hotels benefits. When Honors members stays in hotels on reward nights, hotels are directly reimbursed from these funds, in addition these funds are used toward Hilton Honors marketing programs and promotions, designed to increase hotel occupancy. Finally these funds are used to enhance the programs operational capabilities, such as email communication.
Hilton Honor Brand Promise
“ Hilton Honors is the member’s advocate that supports, rewards, and inspires more enriching travel experiences.”
Hilton Honors Brand Character
“We are transparently honest, authentically human, and actively helpful.”
Brand Standards
Introduction
TEXT……………………
“A brand is a name, term, sign, symbol, design, or a combination if these elements intended to identify the goods or services of a seller and differentiate them for competitors. A brand name is the part of a brand that can be vocalized, such as Disneyland, Hilton, Outback. A brand mark is the part of a brand that can be recognized but is not utter able, such as a symbol, sign, design or distinctive coloring and lettering. Examples are McDonald’s golden arches and Hilton’s H.”
(Philip Kotler, John T. Bowen, James C. Makens, 2010, pg. 239)
Nowadays, companies understood that capitalizing their brands is one of the key factors to success. Brands are company’s most valuable assets, they implies trust, consistency, and they sets expectations. As we all know, the strongest brands in the world always have a place in our minds and when we speak about them, almost everyone things the same way. Customers tent to evaluate the exact same product differently pending on how it is branded. A brand offers the protection for uniqueness.
Brands offering certain level of quality so that satisfied the customer can easily return next time to the same brand. Branding is all about certain differences between products, the marketers need to show the customers who they are and whose the product is by giving it a name and other branding elements such as certain sign, color to be easier to identify it.
As I mentioned in the first chapter, there are different brands in Hilton Worldwide Portfolio. From the luxury category to the extend stay suites guests could find anything they need for a good journey.
For ensuring the best for the guests, each brand has different standards, this helps maintain the brand promises. As we already know, every brand has a different designation so they have to have different standards as well.
In the following I will present some major differences between the Hilton Brands, to see how the Hilton Hotels try to keep their promises and designations for the guests.
2.1 Brand Distinctive Programs/Brand Service Programs
TEXT…………..
Waldorf Astoria
True Waldorf Services – This program is more than a simple program, it is a whole culture. True Waldorf Services will follow the guests steps from the first second they entered any Waldorf Astoria property, to the last experience they will have. All begins with a warm welcoming of the guest personal concierge, and ends with a warm goodbye. All the guests has their own concierge through their stay in the hotel, if they have any problems, they do not have to looking after someone to solve the problem, because they have their own concierge at any time of their stay.
Dedicated to excellence
The goal of this program is to provide a luxury experience tailored to each guest. This creates powerful, positive memories that inspiring each guest a yearning to return.
Conrad Hotels
Our culture: Stay Inspired
You feel it from the moment you walk in, until the end of your stay. The team members are all truly engaged, and this only makes the experience all way better.
If you want to have a successful brand, you have to have a successful culture, all the team members in the hotel are breathing, thinking and action in the same way. Culture is essential to this brand because it sets how do you deliver the experience to the customer, it is not same if we only deliver the promised or we exceed the expectation of the customers.
It is not a mistake that this brand is named after Conrad Hilton, the founder, it is looking for innovation and action, all of those trades of Conrad Hilton are buried in this brand. Conrad was all of being inspired. What makes the difference is the team members attitude, they are themselves, they interact with the guest in their own way. Luxury, is Conrad brand case is creating something memorable.
Conrad concierge application, personal luxury at your fingertips, was as well created in order to be inspired and to have anything you need through only some taps.
Conrad Hotels are about local community, culture, city, the destination that it lives in. Conrad, the hotel itself is a manifestation of the destination that he has.
Canopy
Positively Yours service culture:
Canopy by Hilton's culture is defined by who the team members interact with each other, their guests, their partners, and their neighbors. This culture, "Positively yours," is much more than a slogan. It's all team members underlying attitude, the story of who they are and how they approach everything.
So team members simply feel better going forward. New and different. Ahead and active. These "fresh-forward" qualities describe their commitment to guests, neighbors, and enthusiasts.
They are focus on the simple details that make a different, always a step beyond the expected. Every detail has just the right feeling: caring, energizing, positive.
Hilton Hotels
Make It Right
“If you’re not satisfied with your stay, let us know and we’ll make it right.”
This program is all about resolving guests problems. If there is anything that the guest do not like through his stay, the only thing that they have to do is using the Make It Right Program.
In the Make it Right program there are some tools to make easier to understand this program.
If the guest has any problem, they only have to call Careline, and one of the team members will immediately resolve the issue, by using the Make It Right program.
Curio – Not Applicable
DoubleTree by Hilton
Care
At DoubleTree by Hilton, team members do more than CARE for our guests and team members. For us, it’s about Creating A Rewarding Experience, and providing friendly customer interactions. Every day, we proactively step outside of the normal responsibilities to assist each and every guest in making their stay extra special and memorable. At hotels, team members are passionate about CARE and strive to create an environment that reflects their values: Real, Attentive, Cheerful, Flexible, Thoughtful, Honest, and, most of all, Caring.
It is the DoubleTree team member values and attitudes that count – because, when we CARE, it shows, and at DoubleTree by Hilton, the little things really do mean everything! This is the DoubleTree by Hilton difference.
Culture is the heart of our brand. The CARE Culture is a strong and vibrant system of timeless values that inspire the service to our guests. Team members bring the concept of CARE to life though the Brand Promise:
“We provide the special comforts and acts of kindness that make the traveler feel human again.”
The CARE Culture goes beyond expected standards, encouraging personal and human touches that delight the guests and team members. CARE is DoubleTree’s commitment to total service quality. The CARE program was founded on the principle that if you treat guests and team members with CARE, they’ll stay with you. Because CARE represents the brand personality, CARE is also one of DoubleTree’s primary marketing tools. CARE gives DoubleTree by Hilton a competitive advantage in the marketplace. It’s how they differentiate themselves from the competitors–by creating a rewarding experience that guests will only find at DoubleTree by Hilton hotels. The objective of CARE is to gain customer loyalty, which in turn, significantly increases customer referrals and repeat business.
When CARE is in place at a hotel, you’ll see team members focused on being a world-class brand. Team Members continuously look for ideas and ways to improve product offerings and enhance Guest service. You’ll see people who know the importance of working together as a team to get the job done, and Team Members who are involved in addressing guest problems, finding ways to work more efficiently, and making their work environment a pleasant place for all.
The DoubleTree by Hilton Cookie
DoubleTree is known by the delicious, warm chocolate chip cookies, baked fresh daily, and every team member is proud to greet their guests with something sweet at check-in. But for the team members, the cookie means so much more. It represents their constant dedication to the guests and thoughtful touches that ensure that the guest feel special and cared for throughout their stay.
Every day about 65.000 pieces of DoubleTree by Hilton Cookies are given out, 25.000.000 per year and more than 250 million warm welcomes overall. In 1986, the secret recipe was developed so every hotel could offer the same sweet treat. A select group of bakeries around the world hold the secret recipe to ensure every guest gets the same, delicious cookie at every DoubleTree by Hilton hotel and resort.
(http://www.doubletreecookies.com/the-cookie-history)
Home2
Your2 Hand
Your2 Hand is the community relations outreach for Home2 Suites by Hilton. The partnership that they create with the nonprofit organization you select is meant to display the commitment Home2 Suites has to its community and Team Members and the difference “your two hands” can make. Embrace this unique pillar of the brand and make it their own.
Homewood suites
Lewis the duck
Lewis represents the brand desire to reach beyond our guests to the community around them through the Nature, Nurture, Learn principle. Their focus on literacy is one way that they can do their part to provide children a solid foundation for Learning. Just as the wood duck’s survival rate is often dependent on Learning to spread its wings and fly, promoting childhood literacy opens a world of opportunity for many children.
Per the brand standard, each property will conduct a minimum of one reading at a local disadvantaged school, learning center, or daycare and donate one Lewis Book for each participating child every year.
Embassy suites
Make it Right (see at Hilton Hotels)
All these programs are helping team members how to act properly with the guests, and there are helping guidelines for how team members can make the customers feel special.
2.2 Brand Designation
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Airport designation
If the hotel is designated as an “Airport Hotel,” unless the hotel is directly adjacent to and within walking distance of the airport, it must provide a complimentary airport van/transport service so long as applicable laws permit such a service and in accordance with schedules published by the hotel. Shuttle service must be available at all times during airport operation.
If the hotel is designated as an “Airport Hotel” it must provide directly, or through a third-party service, a lift-equipped vehicle to accommodate the transportation of guests with disabilities.
Resort designation
Ski resort designation
To be designated as a ski resort, the hotel must meet the following minimum requirements:
The hotel must be located at a ski area with a village and offer a full range of ski packages
The hotel must be located at a ski area with a village and offer a full range of ski packages
Other transportation, such as shuttle/buses, must be within a 15-minute ride to lifts
Ski storage must be available on-site
Guests must be able to purchase lift tickets on site
Guest must be allowed to charge services to guest room accounts
Golf resort designation
To be designated as a gold resort, the hotel must meet the following minimum requirements:
A golf course on-site is preferred. As an alternative, there can be a golf course within a five-minute drive from the hotel
A complete range of golf packages must be offered
Complimentary transportation must be available (if course is not on-site)
Golf bag/club storage must be offered at the hotel
There must be a pro shop with a retail/resident pro on-site
Bag/club/shoe rental must be available
The hotel must have a practice putting green
The hotel must be able to handle tournaments for hotel guests
Guests must be allowed to charge services to their guest room account
Conference and convention designation
If the hotel has a conference center facility attached, adjacent to or nearby the hotel, it must be operated as a separate entity and collateral must not refer to the conference facility as part of the hotel.
2.3 Employee Appearance
All guest facing team members must wear a professional (i.e., denim, t-shirts are not allowed) uniform while on duty. Seasonal / regional attire may be substituted if appropriate to the hotel (e.g., resort designated hotel).
Uniformed hotel team members may not wear non Brand approved buttons and pins while on duty.
At all times while on duty, all hotel team members in customer facing roles (with the exception of General Managers) must wear Brand approved name tags/badges.
2.4 Loyalty and guest assistance
All of the hotels from Hilton Worldwide portfolio has to have the Hilton Honors program.
2.5 Parking and valet service
For the Luxury and Lifestyle Hilton Brands (Waldorf Astoria, Conrad, Canopy), the hotels may provide complimentary or chargeable local drop off car service. Or, the hotel must maintain at least one chauffeured luxury vehicle approved by the Brand to transport guests by request. It must be a luxury transportation experience with luxurious seating in an impeccably maintained vehicle.
In the vehicles must be water, candies, newspaper, moist face towel, information’s about the area and the hotel.
Car transfer service arrangements must be available through the hotel 24 hours per day.
The hotel must provide directly, or through a service within 30 minutes, a lift-equipped vehicle to accommodate the transportation of guests with disabilities.
All these requirements are do not applicable in case of Canopy, they only have to provide minimum two bicycles.
For the Full Service Brands ( Hilton Hotels, DoubleTree by Hilton, Curio) if the hotel does not have on-site parking, it must provide valet service, in the case of Curio this requirement doesn’t apply.
If the hotel charges for transportation service a bottle of water must be provided in the vehicle.
In the case of the All Suites Brands (Home2 Suites, Homewood Suites, Embassy Suites) and Focused Service Brands (Hilton Garden Inn, Hampton, Tru) except Embassy Suites, where the parking and valet requirements are the same that in the case of DoubleTree or Hilton Hotels, the parking must be complimentary for the hotel guests.
2.6 Linen reuse program
The lining policy is changing in every brand group, for the Luxury Brands (Waldorf Astoria and Conrad) the linen reuse program requires to change the lining every day. In the Lifestyle hotels, as Canopy, and in the Full Services Brands the linen is changed every third day. In the Focused Service Brands the linen is changed every fourth day. Of course, the linen is changed every time that is requisted from the guests or there is visible that it has to be changed. For the All Suites Brand this program is not applicable.
2.7 Laundry Service
In Luxury Brands (Waldorf Astoria and Conrad) has to be a same-day guest laundry and dry cleaning services a minimum of six days a week. The hotel must provide one-hour pressing 24 hours a day, seven days a week. The hotel must offer complimentary shoeshine service 24 hours a day.
In Lifestyle Brand (Canopy) the hotel must provide a laundry and pressing service five days a week at a minimum. Service is to be same-day or 24-hour, where possible.
In the case of the Full Service Brands (Hilton, DoubleTree, Curio) the hotels must provide a laundry, valet and pressing service five days a week at a minimum. Service is to be same-day or 24-hour, where possible. In the Full Service Brands customers might have guest laundry service, where they could was by their own the clothes.
In the case of Focused Service Brands, Hilton Garden Inn and Hampton hotels must provide same-day dry cleaning service, while the Tru Hotels a laundry bag must be provided in each guest room and if the hotel chooses to offer dry cleaning services, a detailed laundry service ticket including pricing and approximate return time must be provided in each guest room.
The All Suites Brands, as Home2 and Homewood Suites the hotel must offer same-day dry cleaning services. Laundry services must be provided Monday through Friday and a detailed laundry service ticket including pricing, approximate return time, and a laundry bag must be provided in each guest room. In Embassy Suites hotels must provide laundry and dry cleaning service Monday through Friday. Time of same-day return must be posted or noted by the hotel on the order slip and the guest laundry facility must be available 24 hours a day, seven days a week.
2.8 Business center
The Luxury Brands (Waldorf Astoria, Conrad) may choose to maintain a complimentary self-service business center or replace it with a connectivity zone in the lobby or meeting space. The business center or connectivity zone must be open and available to guests 24 hours a day, seven days a week. If the business center is located in an enclosed area it must be accessible via key card. The self-service business center must be available on a complimentary basis year-round, 24 hours a day, to all guests.
The Full Service Brands as DoubleTree, Hilton Hotels and Embassy Suites may choose to maintain a self-service business center or replace it with a connectivity zone in the lobby or meeting space. Upon lobby or meeting space renovation, the hotel must provide a connectivity zone. The self-service business center and connectivity zone are optional. If a self-service business center or connectivity zone is not offered, the hotel must provide an alternative printing solution for guests. The business center or connectivity zone must be open and complimentary to guests 24 hours a day, seven days a week. If the business center is located in an enclosed area it must be accessible via key card.
The Focused Service Brands (Garden Inn, Hampton, Tru) and Canopy may have business center or work zone, if provided, must be available exclusively for guest use 24 hours a day. Use of the business center services and supplies are complimentary unless otherwise noted.
In Homewood and Home2 from All Suites Brands a business center area must be provided exclusively for guest use 24 hours a day. Use of the business services area and supplies is complimentary. A fax service must be available to guests 24 hours per day and may be located at the front desk.
2.9 Characteristics of Service Marketing
All the service marketers are concerned with four characteristics of services:
intangibility
inseparability
variability
perishability
Intangibility
Unlike physical products, services cannot be tasted, felt, seen, heard or smelled before they are purchased. Members of a hotel sales team cannot take the room with them on a sales call, in fact they cannot sell a room, they sell the right to use a room for a specified period of time. When a guests leaves the hotel, they have nothing but a receipt. As well as before to boarding an airplane, passengers have nothing but the boarding pass. Robert Lewis observed that someone how purchase a service may go away empty-handed, but they do not go away empty-headed, they have memories that can be shared with others. If customers go to buy a car, they can try it before they buy it, but if someone goes to a restaurant, they do not know what they will receive until they experienced the food.
To reduce uncertainty caused by service intangibility, costumers look for tangible evidence that will provide some information about the service, for example the exterior of a hotel can have a major impact for an arriving guest. The exterior condition of the hotel and the overall cleanliness provides indications how well the hotel is running.
Inseparability
In one hand service inseparability means that in hospitality services both the service provider and the costumer must be present for the transaction to occur. The hotel may be outstanding if the staff has a poor attitude or knowledge and provides inattentive service, customers will not be satisfied with the service and with the experience the hotel is sharing.
On the other hand, service inseparability also means that customers are part of the product. For example, a group of people visit the spa area of a hotel, to relax and have a reenergizing time, but another group with children choose to have a great time jumping in the pool, the group who would like to relax will be disappointed.
Another mean of the inseparability is that the guests who use to visit a hotel, has to know the system of the hotel and must understand the functionality of the hotel. Hotel customers must know how to use the business center, the telephone, must know the schedule for the spa, restaurant and bar, they have to know about the fidelity program of the hotel, this means that hospitality have to train customers just as they train employees.
Variability
The quality of the services depends on who, where an when provides them. In the hospitality industry the services are produced and consumed in the same time, which limits quality control. The fluctuating demand makes it hard to offer the same quality in a peak demand as in a lower demand period. Because of the high degree of contact between the service provider and customers means that the product consistency depends on the staff skill’s and performance, that means that a guest could receive an excellent service on day and a horrible service next day from the same person. Variability or lack of consistency in the product is a major cause of customer disappointment in the hospitality industry.
Where variability is absent, there is consistency, which is one of the key factors in the success of a service business. Consistency means that the customers receive the wanted service as they want and as they have it several times before. I think that the best example for consistency is the DoubleTree Cookie, guests have it every time they visit any DoubleTree in the world, and it has the same taste every time, it is warm as every time.
There are three key steps in hospitality industry that can reduce variability and turn it into consistency: one is to invest in good hiring and training procedures, recruiting and train the best employees will lead to excellent customer service, trough trainings they will understand the importance of acting in the same way every time. The second key factor could be the standardizing of the products, as I mentioned above, the DoubleTree Cookie is the best example for this section, customers all over the world appreciate the DoubleTree Cookie when they arrive to a DoubleTree Hotel. As well as they know that in a Waldorf Astoria they will have a concierge every time they will stay in the hotel. The third key step, to monitor customer satisfaction by using surveys, to have suggestions and complaint, from where a hotel can improve the services. With this step, big hospitality companies could have the advantage to know their customers, by their surveys, the hotels can improve or change their services to offer a more enjoyable stay to the guest next time.
Perishability
In the hospitality industry, especially in a hotel, services cannot be stored. If in a 100 room hotel that sell only 55 rooms on a night, cannot inventory the 45 unused room to sell 145 rooms next day. The lost revenue from the 45 unused rooms is gone forever.
Because of service perishability, some hotels, airlines and restaurants charge guests holding guaranteed reservations when they fail to arrive.
(Marketing for Hospitality and Tourism Philip Kotler, John T. Bowen, James C. Makens, 2010, pg. 35-38)
DoubleTree by Hilton Oradea
3.1 General Presentation of the Hotel
Doubletree by Hilton Oradea, a 4 stars hotel, is conveniently located in the green area of Oradea, one of the most beautiful, modern and historical city in Romania. The DoubleTree cookie on arrival is just the first warm experience throughout guests stay. Every room offers modern décor and premier amenities for an enjoyable, comfortable stay, including large TVs and spacious work desks.
Between many of the hotel facilities guests can use the hotel’ fully equipped business center, with computers, printers and phone services. One of the most beautiful meeting room in the hotel is Varadinum, where customers can host meetings for up to 280 guests, available in a range of seating styles. For a delicious dinner, guest could use the hotel’s signature restaurant, Laurus.
After a long day, guests can visit Eforea Spa for a signature treatment or massage, swim lamps in the hotel’s indoor pool or relax in the whirlpool, as well as the Precor Fitness Center equipped with the best and modern cardiovascular and resistance machines.
DoubleTree by Hilon Oradea is located within walking distance of major leisure activities, main attractions of the city center. Guests can easily explore Oradea shops, restaurants and bars in the city largest shopping mall, Lotus Center or admire the beautiful walk along the Crisul Repede banks.
Take a dip in the nearby thermal waters in the nearby aqua park or in Baile Felix, or visit the city most famous castles, take in some history, visiting the Moon Church or the Oradea Fortress. Indulge on the city’s nightlife at the Black Hawk Palace Arcade.
The entire hotel is decorated with Oradea’s great historical monuments such as the Fortress, the City Hall and Crisul Repede River.
The hotel’s highlights are:
Business center, 5 meeting rooms, catering for any size event.
Eforea SPA: first Europe Continental’s spa with treatment rooms and relaxing lounge.
Free WiFi throughout the hotel, indoor swimming pool
Laurus restaurant serving Mediterranean cuisine
Café Cris, the wine destination in town
Walking distance to the city center on the river banks of Crisul Repede
Pet Friendly
3.2 Amenities and Services
For the guests that are traveling with business, the hotel offers a business center with business phone service, printer and complimentary printing service. 4 meeting rooms with video conference, video messaging and phone.
For the guests family's comfort and convenience the hotel offers children’s menu in Laurus Restaurant, high chairs, cribs and family offers are available all year round.
For the guests comfort and convenience the hotel has an automated teller, baggage storage, beauty salon, elevators, laundry/valet service, lounge, luggage hold, multi-lingual staff, news stand, room service, safety deposit box, shoe shine stands.
For the fitness and recreation convenience there is a fully equipped fitness center by Precor, that can be used 24 hours a day. Eforea Spa offers an indoor swimming pool, whirlpool, saunas and a relaxation room.
3.3 Rooms and Suites
All accommodation units at DoubleTree by Hilton Oradea are very spacious and modern, with various types of amenities to make the guests feel like home. Some rooms have a terrace or balcony, and several have even a separate bedroom and living room. All the rooms are equipped with Sweet Dreams beds.
3.4Guest rooms
King Guest Room
The King Guest room is equipped with Sweet Dreams® king bed, 32-inch LCD TV, complimentary WIFI, large working desk, ergonomic chair, the room have 29 square meters.
For the guest comfort the room is equipped with:
Air Conditioning
Bath Slippers
Bathrobe
Clock Radio w/ MP3 Connection
Doubletree Eat Right Menu
Ergonomic Desk Chair
LCD Flat Panel TV
Non-Smoking
Sweet Dreams Sleep Experience
TV – 32 Inch LCD HD
For the guest convenience the room is equipped with:
Coffee Maker
Connectivity Panel
Evening Manager's Reception
Hairdryer
Hand Held Shower
High Speed Internet Access
High Speed Internet-No Charge
Iron/Ironing Board
Mini Bar
River View
3.5 Twin Guest Room
The Twin Guest room is equipped with 2 twin Sweet Dreams® bed, 32-inch LCD TV, complimentary WIFI, large working desk, ergonomic chair, the rooms have 32 square meters.
For the guest comfort the room is equipped with:
Air Conditioning
Bath Slippers
Bathrobe
Clock Radio w/ MP3 Connection
Doubletree Eat Right Menu
Ergonomic Desk Chair
LCD Flat Panel TV
Non-Smoking
Sweet Dreams Sleep Experience
TV – 32 Inch LCD HD
For the guest convenience the room is equipped with:
Coffee Maker
Connectivity Panel
Evening Manager's Reception
Hairdryer
Hand Held Shower
High Speed Internet Access
High Speed Internet-No Charge
Iron/Ironing Board
Mini Bar
River View
King Deluxe Room with balcony
All the King Deluxe Rooms with balcony have a great view over the city and the park and they are equipped with Sweat Dreams® king size beds, the rooms have 27 square meters.
For the guest comfort the room is equipped with:
Air Conditioning
Bath Slippers
Balcony
Bathrobe
Clock Radio w/ MP3 Connection
Doubletree Eat Right Menu
Ergonomic Desk Chair
LCD Flat Panel TV
Non-Smoking
Sweet Dreams Sleep Experience
TV – 32 Inch LCD HD
For the guest convenience the room is equipped with:
Coffee Maker
Connectivity Panel
Evening Manager's Reception
Hairdryer
Hand Held Shower
High Speed Internet Access
High Speed Internet-No Charge
Iron/Ironing Board
Mini Bar
3.6 King Deluxe Room with terrace
All the King Deluxe Rooms with terrace has a great view over the Crisul Repede River and one of these type of room has a great view over the park and the city. All this type of rooms have a Sweet Dreams® king size bed and a big terrace, the rooms have 33 square meters.
For the guest comfort the room is equipped with:
Air Conditioning
Terrace
Bath Slippers
Bathrobe
Chaise Lounge
Clock Radio w/ MP3 Connection
Doubletree Eat Right Menu
Ergonomic Desk Chair
LCD Flat Panel TV
Non-Smoking
Sweet Dreams Sleep Experience
TV – 32 Inch LCD HD
For the guest convenience the room is equipped with:
Coffee Maker
Connectivity Panel
Evening Manager's Reception
Hairdryer
Hand Held Shower
High Speed Internet Access
High Speed Internet-No Charge
Iron/Ironing Board
Mini Bar
3.7 Suites
All this type of rooms are elegant one-bedroom suites with extra space including a bedroom with a Sweet Dreams® king bed and separate seating area with a pull-out sofa. All the suites are equipped with bathtub and walk in showers. Guest can enjoy a movie on the bigger 37-inch LCD TV. The suites comes with VIP set up, a bottle of wine and complimentary garage parking. The suites have 66 square meters.
For the guest comfort the room is equipped with:
Air Conditioning
Bath Slippers
Bathrobe
Clock Radio w/ MP3 Connection
Dining Table and Chairs
Doubletree Eat Right Menu
Ergonomic Desk Chair
LCD Flat Panel TV
Non-Smoking
Seating Area with Sofa Sleeper
Surround Sound Systems
Sweet Dreams Sleep Experience
TV – 32 Inch LCD HD
TV – 37 Inch Flat Panel HD
For the guest convenience the room is equipped with:
Coffee Maker
Connectivity Panel
Evening Manager's Reception
Hairdryer
Hand Held Shower
High Speed Internet Access
High Speed Internet-No Charge
In-Room Espresso Machine
Iron/Ironing Board
Mini Bar
Newspaper
Newspaper 7 days/week
River and city View
3.8 Accessible Rooms
All Accessible Rooms have a king size Sweet Dreams bed, they are very spacious, the bathroom is bigger than in other rooms and has all the helping support bars for people with disabilities. All the Accessible Rooms are interconnected with a Twin Guest Room.
The rooms have 28 square meters.
For the guest comfort the room is equipped with:
Accessible
Air Conditioning
Bath Slippers
Bathrobe
Clock Radio w/ MP3 Connection
Doubletree Eat Right Menu
Ergonomic Desk Chair
LCD Flat Panel TV
Non-Smoking
Roll-in Shower
Sweet Dreams Sleep Experience
TV – 32 Inch LCD HD
Alarms – Audible
Visual Strobe/Hearing Impaired
For the guest convenience the room is equipped with:
Coffee Maker
Connectivity Panel
Evening Manager's Reception
Hairdryer
Hand Held Shower
High Speed Internet Access
High Speed Internet-No Charge
Iron/Ironing Board
Lowered bed
Lowered light switches
Lowered peep hole in door
Lowered shelf storage
Lowered sink
Lowered thermostat controls
Lowered toilet
Mini Bar
Ocean/Water View
Portable shower chairs
fig 1……..(sursa datelor……..)
3.9 Laurus Restaurant and Café Cris
Because food is comfort, DoubleTree by Hilton Oradea make it easier for the guests to have a delicious meal without even leaving the hotel. Whatever the guests would like to have, healthy food, snacks, gourmet food, they can have it in Laurus Restaurant or in Café Cris or they could stay in their room and use the in-room dining service. Dishes for in-room menu are served daily from 11:00 AM to 11:00 PM. Guests has also the option to check out the onsite restaurant or to have an after-dinner drink at the bar opened every day from 7:00 AM to 1:00 AM
In Laurus guest could savor delicious Mediterranean style cuisines as they enjoy the beautiful view over Crisul Repede River in a cozy restaurant. The knowledgeable staff will always help the guests select a great wine from the restaurant’s vast selection to accompany the perfect meal.
3.10 Eforea Spa
Travelers all around the world have access to a special retreat in Eforea Spa. This Oradea hotel is the only DoubleTree by Hilton Hotel with such a spa. The spa area is trying to focus on powerful, technologically advanced treatments and holistic nourishing and healing experiences for the guests.
Featuring five treatment rooms and one couple’s room as well as a Vichy shower with chromo therapy, the Eforea Spa at Hilton offers customized treatments to meet all demands. The spa area has as well two big terraces with relaxation sun beds for refreshing moments.
Hotel guests can as well work out in the hotel’s Fitness Center by Precor, which is 24 hours open or swim in the 18 meter long swimming pool that is opened from 6:00 AM to 10:00 PM. These facilities are open to city members as well.
3.11 DoubleTree by Hilton Oradea Hotel Classification
“The Hotel Proprietors Act 1956 provides a clear definition of a hotel:
An establishment held out of the proprietor as offering food, drink and, if so required, sleeping accommodation, without special contract, to any traveler presenting himself who appears able and willing to pay a reasonable sum for the services and facilities provided and who is in a fit state to be received.
As a consequence, while there are other types of establishments which also provide accommodation services (e.g. hospitals, university hostels, apartments or prisons), they do not come under the definition of hotels because they do not cater for the specific needs of travelers.
Hotels can be classified into different types according to their target market, size, location, facilities or ownership. Different types of hotels will provide different kinds of services for their guests and will, therefore, be run differently.
One way of classifying a hotel is according to the type of guest it caters for. Hotels can be divided into commercial, tourist and resort properties.
Hotels which offer drink and accommodation to travelling business people are called commercial hotels. Tourist hotels, on the other hand, offer services to people traveling for pleasure. Resort hotels also provide services to people travelling for pleasure, and are more likely to be found at scenic spots (such as in the country or on the coast).
Hotels can also be divided into residential hotels and transient hotels on the basis of the expected length of stay of their guests. Residential hotels provide accommodation for guests staying for a long time, while transient hotels are used by guests who stay only for one or two nights. Transient hotels are very often found near airports, railway terminals or ports.
Hotels can be classified to where they are located (e.g. city center hotels, suburban hotels or resort hotels).
Some hotels may be classified with respect to their size. Small hotels have fewer than 100 rooms, medium-sized hotels normally have between 100 and 200 rooms, while large hotels usually have more than 200 rooms.
The size of the hotel will affect its organization and operation, For example, large hotels are usually divided into distinct departments which specialize in providing one type of services to guests (e.g. room service waiters only serve food in the guest-rooms). In medium-sized and small hotels, departments are less specialized and the staff have a wider range of duties (e.g. the coffee shops may serve meals not only in the coffee shop, but also in guest-rooms).
Hotels also differ in their standards of services and in the facilities which they offer. Because of this, establishments can be divided into full-service hotels, budget hotels, and self-catering hotels.
A full-service hotel provides a wide selection of guest services in addition to accommodation, such as food and beverage services, room service, laundry services and business facilities.
Budget hotels tend to provide cheaper and more basic guest-rooms with limited food and beverage services.
Self-catering hotels provide no other service besides basic accommodation. Guest are expect to prepare their own food, clean and tidy their rooms, and do their own laundry. However, some establishments offer a weekly cleaning services.”
(Sue Baker, Pam Bradley, Jeremy Huyton, 1994, pg. 7-8)
Based on the classifications listed above, DoubleTree by Hilton Oradea is a commercial and tourist hotel, due to the fact that is hosts a lot of business people from the international and national companies that have centers in the city, as well as tourists who come to visit local attractions.
Based on the basis of the expected length of stay of the guests, DoubleTree by Hilton Oradea is more likely a transient hotel, but it often hosts guests with long stay.
By the location of the hotel, it fits in the city-center hotels category.
Due to the fact that the hotel has 147 rooms, we can talk about a medium-sized hotel.
As it is part of the Full Service Brand by Hilton World Wide, it is a full service hotel, because it offers more than just accommodation. It has food and beverage services, room service, laundry service, business facilities and spa center.
3.12 Organization of DoubleTree by Hilton Oradea
“An organization can be defined as a system of coordinated activities of a group of people working cooperatively towards a common goal under authority and leadership.
A hotel can be regarded as an organization because it:
is set up to achieve certain goals which may include the production of accommodation and food and beverage services for its customers in order to make a profit
plans and coordinates the activities of its staff in order to achieve its goals
divides personnel into functional departments, each with their own area of authority and responsibility
As a hotel comprises a large number of staff responsible for different areas of work, there is a need to coordinate the activities of the different staff and departments. Each worker has to clearly understand their duties and responsibilities, as well as how their work fits in with that of the staff or departments of the hotel.
The relationship between the different positions within a hotel can be represented by means of organizational chart or hierarchical chart. This gives a pictorial display of the relationships and how they interlink with each other. The organizational chart enables the manager to know the position of staff within the hotel, as well as who is responsible for whom. It also gives the employee a clear picture of who is their <boss>.”
(Sue Baker, Pam Bradley, Jeremy Huyton, 1994, pg. 14)
DoubleTree by Hilton Oradea is functioning from 25 September 2012, under the commercial society named SIF Hoteluri SA. The staff of the hotel is composed by seventy-eight employees, being a full-service, medium-sized hotel the staff is divided in several different departments.
The organization structure in DoubleTree by Hilton Oradea is divided in 3 major departments, operational, functional and administrative departments. The operational departments are those who collects effectively the incomes from the sold services of the company. These are the Front Office and Spa and the Food and Beverage Departments.
The functional departments are those who come in the help of the operational departments, so the Sales Department, Maintenance and Security Department, Housekeeping Department, Finance Department, Human Resources Department.
The administrative department is represented by the General Manager and his/her assistant.
references
Baker Sue, Bradley Pam, Huyton Jeremy ( 1994), TITLUL LUCRARII, EDITURA UNDE A FOST PUBLICATA LUCRAREA, LOCUL APARITIEI
Front Office Department
The front office department is the most visible department in a hotel, the main point of activity within the front office department is the reception desk, where guests forms their first impression of the hotel. There may be separate desks, or all tasks could be performed at one counter. The reception desk is located in the busiest area of a hotel’s lobby.
The reception desk may comprise the following tasks: cashiering, mail and information, registration, and room assignment. There may be separate desks, or all tasks could be performed at one counter. The reception desk is located in the busiest area of a hotel’s lobby.
The main financial tasks which are handled by front office staff include: receiving cash payments, handling guest folios, verifying cheques, and handling foreign currency and credit cards. It is also the communication center for the hotel’s operation.
The main function of the front office department is to support guest transactions and services. The operation of the front office department is largely determined by the number of guest transactions which take place in the hotel.
A typical hotel stay can be divided into four distinct phases:
pre-arrival
arrival
occupancy
departure
(Sue Baker, Pam Bradley, Jeremy Hyuton, 1994)
4.1 DoubleTree by Hilton Oradea Front Office Department hierarchy
An organization chart can be used to illustrate the hierarchy in a hotel, similarly, an organization chart can be easily used to demonstrate the lines of communication and the structure which operate in a department, in this case in the Front Office Department.
Figure X chart is for DoubleTree by Hilton Oradea, a medium-sized hotel, of course if we talk about large hotels the chart could be more complex, with reservations manager, reservation supervisor, night manager, assistant reception supervisor, mail and information supervisor and clerk, telephone supervisor, business center supervisor, cashier supervisor, night auditor, etc.
In DoubleTree by Hilton Oradea’s case the Senior Guest Service Agent and the Guest Service Agent takes the work of the cashier, mail and information clerk, telephone operator, night auditor. This fact can be explained through the classification of the hotel’s size, due to the fact that DoubleTree by Hilton Oradea is a medium-sized hotel, it has fewer staff and these have a wider range of duties.
At Athéné Palace Hilton București, as well in DoubleTree by Hilton Oradea the front desk has the attribute of a cashier or a concierge as well, this option seems to be a good solution for many hotels in Romania, the union of the attributes in one department, to balancing employees working time. If there are separate departments for cashiering and concierge, because of the guest cycle, it may happen that in the morning the cashiering department to be very busy and the concierge department to have no work to do and in the afternoon the situation can change.
(Nicolae Lupu, Hotelul – Economie si management, 2010, pg.59)
In a large hotel in the Front Office department there are more employees and of course their duties are more focused than in a medium-size hotel. Above you can see a hierarchy chart for a large hotel.
4.2 Duties of the Front Office Personnel at DoubleTree by Hilton Oradea
At DoubleTree by Hilton Oradea the Front Office and Spa Manager is the head of the department. The Front Office Manager main task is to achieve the maximum revenue and the highest level of occupancy. Another very important task of the manager is to motivate and monitor their staff in order to maintain a high profile with the guests. Monitoring the front desk agents job ensure that a quality service is being given by the front office department in particular and the hotel is general.
The specific responsibility of the front office assistant manager is to guarantee a smooth running of the front desk. The front office assistant task is to maintain a high level of communication with the guests, to handle complaints and difficult customers if the front desk agents may not be able to handle with them. To obtain a good relationship with the VIP guests, to greet them every time they in the our hotel would also be the duty of the front office assistant manager.
The senior guest service agent is differentiated by the guest service agent by their higher knowledge. The senior front desk agent and the front desk agent takes the same tasks. Because DoubleTree by Hilton Oradea is a medium-sized hotel it doesn’t have so many personnel, so the senior guest service agent and the guest service agent takes the tasks of a cashier, concierge, night auditor. The guest service agents prepare the arrival of the guests, assign rooms, greet the guests, check the guests’ method of payment, dealing with group arrivals, handling guests’ problems and queries. As I mentioned above, the guest service agents take the tasks of the night auditors as well, so practically the guest service agent closes the economic day of the hotel.
In a medium-size hotel the reservation clerk may not have a separate manager, it would directly report to the front office manager, as in the case of DoubleTree by Hilton Oradea. The reservation clerk takes the bookings, by telephone, fax, mail or computer directly from the guests or from a third party company, such as reservation agencies. The reservation clerk keep record of the number of booking, about the cancellations, group bookings.
4.3 Detailed procedures of front office personnel at DoubleTree by Hilton Oradea
As you can see in Figure X there are different types of guest transactions and services which are involved in the different phase of the guest cycle. All these services will be detailed below.
All the services encountered in Figure X are issued by the Front Office Department. At DoubleTree by Hilton Oradea inside the Front Office department takes place the Reservation Department as well, in consequence the reservations are made by this department but these can be made by the guest service agent as well.
4.4 Guest Pre-Arrival
a. Reservations
As we can see at Fig. X, at the guest pre-arrival section the first step is the reservation. Guest could make their reservation through tourism agencies, through booking or directly at the hotel. The reservation are usually made by the reservation clerk but they can be also made by a guest service agent at the front desk. There are three sources through what a reservation can be made, telephone, mail or fax. After a reservation was accepted by the reservation clerk or a guest service agent, the guest has to communicate the following information: full name, date of arrival/departure, estimated time of arrival, number of persons, method of payment, remarks.
A reservation could be a guaranteed or a non-guaranteed one. If the guest choose to have a guaranteed reservation, the reservation clerk or the guest service agent inform the guest that an advance payment is required to a guaranteed booking. The guest have to communicate a valid card number and the expiration date of it in order to make the advance payment. All the guaranteed reservations will be fully charged if the guest failed to arrive.
After all the information was clarified with the guest, a confirmation is sent by mail with all the details about the reservation.
CRM/Top 100 guests, Room Assignment, Request Upon Arrival, Registration Cards
All the preparation for guests arrival it’s made at the night shift. The guest service agent prepares all the reports that are required to prepare the guest arrival, such as CRM Report (Customers Really Maters), Request Upon Arrival, Registration Cards.
The CRM Report could be accessed by team members working in Hilton Worldwide. This report shows up all the Hilton Honors members arriving in a certain day. As we could see in the first chapter, Hilton Honors members have certain benefits regarding to their tier. This CRM Report helps senior guest service agent and guest service agent prepare all the benefits to the Hilton Honor members arriving the day (free upgrades, late check-out, VIP setup).
From the CRM report the guest service agent can easily check the guests preferences regarding the room types, preferred floor, needed amenities. It can be check as well in this report the loyalty of a guests, how many times they stayed in Hilton Worldwide or in a particular Brand from Hilton Portfolio, and what kind of feedback they give us after their last stay.
Usually when a guests taking place in the Top 100 Guests arrives the general manager of the hotel is personally greet them upon arrival.
Room assignment is made by checking guests preferences and their Hilton Honor tier in order to make the room upgrades earned by guest with higher tiers. At DoubleTree by Hilton Oradea Hotel there are two Hilton Honor floors, they are differentiated by the door signs and some extra amenities that guest could use during their stay.
The Request Upon Arrival is one of the benefits that guest could have when they have a booking at any Hilton Hotel is the world. They can choose certain items to have prepared in the room when they are arrive. There are two major categories in the Request Upon Arrival form, complimentary and chargeable items.
Guest could select from various items, the items in the Request Upon Arrival form are varies from hotel to hotel. The most common items are the soft drinks, wines, candies, deserts, fruits or typical dishes regarding the destination. Guest can also opt for an airport shuttle or for an early arrival or late check out. Between the complimentary items guests could request for extra pillows, towels, foam pillows or down filled pillows. In some hotels for example, guest could choose in the Request Upon Arrival form to empty their mini bar during their stay in order to use it for personal use.
All the requested items will be prepared until the guest arrival. Please see below the form.
The registration cards are prepared as well before the guest arrival, with all the vouchers that are bound up with the guest reservation. For the guest who are staying in the hotel for the first time and it is not a Hilton Honor member, only the name, arrival/departure time and the room number will appear on the registration card. For the Hilton Honor members who have all the data’s in the Hilton Honor program it will appears all the personal data’s. The registration card has to be sign upon arrival by the guests.
4.5 Guest Arrival
The front office department, especially the front desk has the first impact with the arriving guests. Guests have often arrives to the hotel from a long way and they may be impatient and tired. So they need a quick, efficient check-in executed by pleasant and welcoming guest service agents. Guest arrival to the hotel is the first occasion when hotel staff meet the guest face-to-face and have the change to impress the guest, this helps to establish the hotel’s image and reputation. In order to give the guest a lasting first impression, the guest service agents need to knowledgeable about the accommodation product of the hotel and skilled in the check-in procedure. At least but not last, the guest service agents have to have good social and communication skills, they have to be cordial, empathetic and always ready to help.
(Sue Baker, Pam Bradley and Jeremy Huyton, Principles of hotel front office operations, 1994, pg. 107)
The first contact is made by greeting the guests. At the guest arrival, first of all the guest service agent make the guest acknowledged and made to feel welcome at all time. Within about 3 meters, the guest is acknowledged and through eye contact and a smile. Within 1.5 meters, the guest is sincerely greeted by saluting. Initial greeting will be in local language or if the guest’s language is known, the greeting will be made in the guest’s language.
Offering the DoubleTree Cookie is one of the most significant moment at guest arrival. After greeting the guest, guest service agent will always offer the DoubleTree Chocolate Chip Walnut Cookie. This gesture is made in every DoubleTree by Hilton over the world, with the same taste and warmness in every hotel. The DoubleTree Cookies is the DoubleTree’s signature.
The proper check-in begin with the obtaining of the guest’s name and accessing their reservation. The guest is asked to present an ID or a passport to check if the personal data’s of the guests in the reservation are correct. The guest name must be used several times during the check-in, this gives a more friendlier environment. The reservation details, such as room type, smoking/non-smoking room, any special requests, departure date, number of guests in the room and payment method is checked with the guest. All guests must guarantee for their stay with credit card or cash. In case that they would like to add some charges as room charges there is an extra guarantee in addition to the room guarantee.
After checking and confirming all the details, and providing all the information regarding to the hotel’s services, the guest has to sign the registration card.
As all the rooms are usually pre-allocated, the guest service agent only has to activate the magnetic cards (room keys) for the room and give it to the guest.
The magnetic room card were introduced and firstly used in Romania by Hilton Hotels.1
Nicolae Lupu, Hotelul – Economie si management, 2010, pg. 59)
After the proper check-in, guest service agent is entering the guest data’s in the computer by creating a new guest profile. If there is a guest who are not Hilton Honor member, it has to be enrolled in the program by giving an email address. By making a new profile, indeed a new guest folio will be opened, if the guest is guaranteed for the room charges, a new folio window will be created for the extra services.
4.6 Occupancy
Right after the end of the check-in process the third part of the guest cycle begins. During guests occupancy the attributes and task helping to make the guests stays more enjoyable is divided through almost all the departments in the hotel.
During the guest occupancy the front desk is handling all the mails and information that is entering the hotel, for example if a telephone call is entering and someone wants to talk with one of the hotel guest’s, the guest service agent transfer the call to the guest. If the guest decides that he/she will need a shuttle from the hotel, the guest service agent will make all the arrangements in order to provide a shuttle to the guest. During the guests occupancy they can use the Careline assistance, for every problem that they might appear, the guest service agent must resolve the issue in maximum 15 minutes using the Make It Right Program.
Careline is part of the Care Program that is one of the Brand Distinctive Program of the DoubleTree Brand. Every guest staying in DoubleTree Hotel have access to Careline. It can be used every time that the guests have a problem or they need something. The Careline is the helping program to the hotel staff to make the guests stay more enjoyable.
During guest occupancy the guest service agents are permanently check and maintain the guests accounts, by checking if the deposit or guarantee that they have provided during check-in is covers the amount that they have at that moment in their account. The act of recording the guests transactions onto their account is called posting. If the guest account is open for extra services such as restaurant or bar consummation, massages, treatments, all the operational departments (Front Office and Spa, Food & Beverage departments) can post in their account. If the guests choose to not guarantee for extra services, the NO POST option is selected in their profile, and nobody will be able to post in their account, only by the agreement of the Front Office Department.
Guest service agent also have the attribute of a concierge, to help the guests with information about the city, about main attraction in the city, they can also make restaurant reservations for the guests. During the guests occupancy, guest service agents are looking after to meet guest expectation and to follow every claim of the guests in order to know them better and through their next stay to be able to anticipate their needs.
In the following you can see a completed SALT (Service And Loyality Tracking) survey by a guest staying at DoubleTree by Hilton Oradea. Guests could give marks for different departments and services from the hotel where they stayed. As you can see the guest who completed the survey is extremely satisfied by every service offered in DoubleTree by Hilton Oradea. He/she left as well a comment about the staff, you can see it at the Comments section.
These SALT result are verified every day by every staff member in the hotels. By reviewing this answers staff members and managers could improve their services and they can meet their customers’ expectations.
Departure
During guest check-out, the guest account is checked with the guest, the number of the nights, the room rate, extra services including restaurant and bar consummation, telephone service, spa treatments or massages, laundry. Check whether late check-out charges should be applied, if the guest is leaving after 12 noon check-out time, and it is not a Hilton Honor member, the relevant late check-out charge has to be posted. After checking all these, the guest have the option to settle the account with a credit card or cash.
These are the two option of account settlement: credit card or cash. The cash settlement can be made in local currency or in foreign currency. The credit card settlement is for which the hotel does not receive immediate payment on the day of departure. These includes settlements by charge the cards, settlement of corporate accounts or travel agent vouchers.2
Sue Baker, Pam Bradley and Jeremy Huyton, Principles of hotel front office operations, 1994, pg. 179. parafrazare)
After settling the account, guest service agent ask the guests about their stay, their experience in the hotel. See if the guest would like to make a future reservation.
All the existing or newly enrolled Hilton Honor members leaving a Hilton Hotel will receive an email with a survey about their stay. Guest can rate the hotel with scores from 1 to 10 (1 being extremely dissatisfied, 10 being extremely satisfied), at different segments, showing their satisfaction level regarding their stay. The completed surveys are centralized in a program called SALT.
SALT is one of the instruments with Hilton Worldwide measure the variability of the service product as I mentioned in the second chapter. By surveying their guests, Hilton Worldwide and every Hilton Hotel can check the variability of their service and with this method it is helping the hotel staff to know their customers and their expectations.
4.7 Interdepartmental communication in DoubleTree by Hilton Oradea
Interdepartmental communication is very important in a medium-sized or large hotel, it is one of the key factors of a good running enterprise. The Front Office Department is one of the most interactive department with the guests. As you can see in Fig. X the Front Office Department is communicating with all the departments in a hotel. Having a wide range of attributes it has to have access to all the departments is a hotel.
Taking evidence of the guests accounts, the Front Office Department has to communicate with the Food & Beverage Department in order to check all the postings made by this department. Another task that is made by the Food & Beverage Department but it is depending on the Front Office Department how accurate the information are is preparing the VIP Setups for the top guests arriving during the day and preparing the Requests Upon Arrival. All these reports are prepared by the Front Office Department and handled by the Food & Beverage Department.
The first contact with the Housekeeping Department during a day is made in the morning when the Front Office Departments gives the reports with the arrivals and the preferences of the arrivals (prepare extra bed or baby crib in the room, add extra towels or pillows, etc.) to the Housekeeping Department. During the day Front Office Department gives accurate information about the checked out guests in order to prepare the room to the newly arrivals.
With the Accounting and Sales Departments the Front Office Department usually checks the contracts with major companies, the events that they take place in the hotel.
The Maintenance Department is requested for technical problems in the hotel, if guests complains about the internet connection Front Office Department calls to their help.
Food & Beverage Department
5.1 Laurus Restaurant and CafeCris Bar
Customers can enjoy delicious Mediterranean Style cooking at Laurus Restaurant and terrace every day between 6:00 pm – 11:30 pm. The Laurus Restaurant has the maximum capacity of 150 persons, divided in two zones. These two zones can be united or separated, regarding the event which is held in the restaurant. Every morning between from Monday to Friday from 7:00 am to 10:00 am and in the weekends from 7:00 am to 11:00 am guests can enjoy the delicious breakfast in Laurus Restaurant breakfast area.
5.2 Dining at Laurus Restaurant
Guests could choose from a generous menu, divided in seven groups: starters, salads, fish, pastas-risotto, main courses, kids menu, deserts. Of course that all the dishes are prepared in Mediterranean style. (Please find the menu at pg. X)
All the guest has the opportunity to choose between the luxurious restaurant area or to have a relaxing time at the Laurus Restaurants terrace, where they have a spectacular view over the Crisul Repede River.
Every guest can experience the warm and friendly welcoming by the hotels staff, and they have part in a very special and professional serving, before the delicious dinner, they can enjoy the amuse bouche and a great wine.
5.3 CafeCris Bar
A wide range of international wines have been selected by the hotel’s great sommelier, to perfectly accompany any meal guests would like to try.
In the CaféCris Bar is opened every day between 8:30 am to 01:00 am.
The same menu is available in the CafeCris Bar as in the restaurant, but the bar is open usually for lunch, meanwhile the restaurant is closed.
Banqueting
DoubleTree by Hilton Oradea offers 6 conference room, with different size and shape in order to fulfill all the requirements. Two of the six conference room are at the ground floor, Arena and Divio, these two rooms are smaller one, good for company meetings or small family reunions. The Arena conference room has 23 square meters and the maximum capacity is 6 people, and Divio has 27 square meters and the maximum capacity is 16 people.
The remaining 4 conference rooms are at the first floor, Augustia, Donaris, Varadinum Foyer and Varadinum Ballroom.
Augustia conference room has 29 square meters and the maximum capacity is 10 people, Donaris conference room has 63 square meters and the maximum capacity is 70 people, Varadinum Foyer has 52 square meters and the maximum capacity is 50 people and the Varadinum Ballroom has 165 square meters and the maximum capacity is 260 people.
The biggest conference room is the Varadinum Ballroom and the guests has the opportunity to enlarge it by unite it with the Varadinum Foyer. United, these two rooms has 217 square meters. In this rooms usually takes place weddings or big company meetings.
Every conference room could be prepared with different seating styles such as, classroom style, theater style, banquet style, reception style, conference style, U-shape style or H-square.
Starting from the conference room choosing, to the type of the seating, guest could personalize their event as they dreamed to be. From coffee breaks to meeting special dietary needs, DoubleTree by Hilton Oradea guests could have everything they need for a perfect event.
Eforea Spa at DoubleTree by Hilton Oradea
DoubleTree by Hilton Oradea is the only DoubleTree by Hilton in the world with such a spa center, and one of the only 6 eforea spa’s in Europe. Featuring 5 treatment rooms, one couple’s room and one Vichy shower with chromotherapy, the DoubleTree by Hilton Oradea Eforea spa offers customized treatments to meet all demands.
The hotel’s guests could enjoy the 18 meter-long swimming pool, the jacuzzi, the wet and the dry saunas and the relaxation room, opened every day from 06:00 am to 22:00 pm.
Hotel guests and corporate partners can work out any time in the Precor Fitness Center, which is open 24 hours. The Precor Fitness Center offers complex machines to be able to work any body part. From cardiovascular machines to dumbbells, guests could find anything for a complex workout.
Guest can take a break and enjoy the Eforea Spa relaxation room with relaxation music.
Eforea Spa center hosts corporate or private events, the Elemis products used as well for treatments at Eforea spa can be made a gift.
There are therapists who offer an excellent treatment depending on the guests requirements. There are various treatments and massages to choose between them, from simple relaxing massage to a Frangipani Scrub and body wrap with Vichy shower treatment, guests have everything that they might need to a perfect relaxation.
All the products and treatments that Eforea Spa offers could be purchase as a gift, through gift vouchers.
In DoubleTree by Hilton Oradea, the Spa department is consisted of 4 workers, the front desk and spa manager, the head therapist, the senior therapist and a therapist. (Please see hierarchy in fig.X)
Evolution of DoubleTree by Hilton Oradea
Based on the classification I have made in the third chapter, I have formed five statements about DoubleTree by Hilton Oradea.
Due to the fact that DoubleTree by Hilton is a worldwide known and a hospitality leader brand, from the opening of the DoubleTree by Hilton Oradea, the hotel has a growing occupancy status.
Being mostly a commercial hotel, usually the occupancy is higher during the weekdays, but as it is a tourist hotel as well, we can observe a higher occupancy level in the summer months.
Given the fact that DoubleTree by Hilton Oradea is a commercial hotel, due to the fact that is hosts a lot of business people from the international and national companies that have centers in the city, it hosts more foreigner tourists than Romanian ones, but in the summer time, there is a visible growth of the Romanian tourists.
Due to the Hilton Honors fidelity program, there are more guests who makes there reservations directly through the hotel, instead of 3th parties.
Based on the scores given by the guests in different portals, DoubleTree by Hilton Oradea is the leading hotel in Oradea.
Due to the fact that DoubleTree by Hilton is a worldwide known and a hospitality leader brand, from the opening of the DoubleTree by Hilton Oradea, the hotel has a growing occupancy status.
In Fig. X we can analyze the average occupancy level for DoubleTree by Hilton Oradea from the opening year until 2016. We can observe a steep growing between 2012 and 2013, after which we can observe a smooth growing until 2016. While in the first full year, in 2013, the average occupancy was above 35%, in 2016 the average occupancy grew above 55%.
Based on the Fig. X, we can have a detailed look of the growing occupancy, divided into months. In this figure we can observe that while in 2013 the maximum occupancy was around 57% in September, in 2016 the maximum occupancy grows above 70% in August.
Taking in consideration the fact that the hotel was opened in 25 September 2012, in figure X we can analyze the evolution of the occupancy level of the first months of the hotel. We can see that the occupancy level grows fast from the first full month, October, to December there is a growth of almost 10%.
Being mostly a commercial hotel, usually the occupancy is higher during the weekdays, but as it is a tourist hotel as well, we can observe a higher overall occupancy level in the summer months due to the holidays.
In fig. X we can see the occupancy level in 2016 divided into weekday and weekends. In 2016, 77% of the rooms was sold during the weekdays, and 23% in the weekends. This proves that this hotel is mostly a commercial hotel, or a transit hotel, that host mostly business men.
However, in fig. X and X, we can observe the fact that during the summer months, when the business months ends, starting with July and ending with September, when the most people are in vacation, the occupancy level rises even in the weekends.
Given the fact that DoubleTree by Hilton Oradea is a commercial hotel, due to the fact that is hosts a lot of business people from the international and national companies that have centers in the city, it hosts more foreigner tourists than Romanian ones, but in the summer time, there is a visible growth of the Romanian tourists.
In fig. X we can analyze the Romanian occupancy level during the year 2016, we can observe that the occupancy level in January and December is the highest. This fact is because of the winter holidays. We can see as well an out bounding occupancy level in august, as well because of the summer vacation time. In April the occupancy level drops, because this is a business month, when most of the DoubleTree by Hilton Oradea guests are foreign business people, coming in Oradea for business purpose.
In fig. X we can check the children occupancy during the 2016 year. We can observe that there is a significant rise in July and August, because of these two month are the holiday months.
Due to the Hilton Honors fidelity program, there are more guests who makes there reservations directly through the hotel, instead of 3rd parties.
Thanks to the Hilton Honors fidelity program, we can see in Fig. X that there is a significant difference between the 3rd party reservations and the direct reservations. People tent to reserve directly through the hotel when they join the Hilton Honor fidelity program because of the privileges that they have being a member of this program.
Based on the scores given by the guests in different portals, DoubleTree by Hilton Oradea is the leading hotel in Oradea.
I have made a resource in 3 different websites, including travel fare aggregator websites and social media sites. These websites are Booking.com, Facebook.com and Tripadvisor.com.
I have taken into consideration the top 4 star hotels in Oradea, including, DoubleTree by Hilton Oradea, Hotel Ramada, Hotel Atlantic, Astoria Grand Hotel, Hotel Elite Boutique & Spa, Hotel Nevis Wellness and Spa, Hotel Maxim, Hotel Silver and Continental Forum Oradea.
The scores and number of the reviews was checked in 07.06.2017.
I have gathered the scores separately from all the three portals, then I have made a ranking list from the portals based on the scores. With the final ranking, I have given points for all the hotels, for rank 9-9 points, for rank 8-8 points and so on.
In the following I will make some visual representations of the ranking of the hotels.
Based on the bellowed listed figures, we can analyze the status of the top 9, 4 stars hotels from Oradea. We can see that the scores and the ranking are different in every portal, but if we check the tables X, we can see that DoubleTree by Hilton Oradea is on the first place on 2 of the 3 portals, on Booking and Tripadvisor. Moreover, DoubleTree by Hilton Oradea has the most reviews.
Taking in consideration the fact that from 3 portals, on 2 the DoubleTree by Hilton Oradea is on the first place, we can confirm that this hotel is the leading one in Oradea.
Conclusions
References
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