Hyatt Regency Dubai Profile Of Service Tourism Essay

Hyatt Regency Dubai Profile Of Service Tourism EssayHyatt was founded on September 27th, 1957 by Jack D Crouch and Hyatt R. von Dehn who purchased a motel called Hyatt House rigid succeeding(prenominal) to the international airport on Los Angeles. After a few days, it was sold to Jay Pritzker who along with his brother Donald, worked with family members who were interested and grew Hyatt into a hotel company ownership with Northern Ameri give the axe management. They went public in 1962. The development of Hyatt International occurred in 1968 and til nowtually became a public company separately. Hyatt International tummy along with Hyatt Corporation was privately held in 1979 and 1982 respectively by Pritzker family business organisation interests. Every hospitality asset they owned along with the Hyatt Corporation and International became combined under one unit, Hyatt Hotels Corporation. Their mission statement isOur mission is to provide au whereforetic hospitality by makin g a difference in the lives of the bulk we touch every dayHyatts first endanger overseas occurred in 1969 with the opening of the Hyatt Regency Hong Kong. Park Hyatt and Grand Hyatt were introduced in 1980. Hyatt has practically than 340 hotels around the globe as of today. Hyatt Hotels Corporation proudly celebrates more than fifty years of history with a deep rooted status as an industry innovator which encourages the company to a bright future in enhancing creative hospitality.4.0 HYATT REGENCY DUBAI.4.1 OVERVIEWHyatt Regency Dubai is a luxurious, modern hotel situated in the Deira district of Dubai adjacent to the Deira Corniche, a notorious boulevard in Dubai. Situated at a convenient distance from the fabric souk, spices souk and gold souk, it is in any case just 7km extraneous from the first mega mall in Dubai, Deira City Centre. The hotel comprises of 14 luxury rooms and suites that face the breathtaking Arabian Gulf. In terms of leisure, the 5 star hotel provides a spa, Club Olympus and has a golf blood on its premises. They drop an ice skating rink, tennis court, outdoor go pool and a fitness centre. Dubai is a major spellist hub attracting people with its dhow cruises, sandy beaches, dune bashing, camel racing, recreational parks and much more.4.2 MARKET ANALYSIS.Hyatt Corporation has dramatically changed the view and impact of the hotel hospitality industry. Hyatt has especial(a)ized in providing luxury hotels, catering the needs of high-end business travelers by providing facilities for meetings and other related comforts to enhance their lodgement experience. Having various notices such(prenominal) as Hyatt Regency, Grand Hyatt, Park Hyatt and Andaz catered mainly for high-end business customers. Hyatt Regency hotels atomic act 18 a core brand of the Hyatt Corporation, located at the metropolitan battlefields, guideing scoop shovel business travelers. Hyatt Regency, Dubai is a typical business transit hotel positioned to serv e the upscale business traveler market segment by providing high fictional character gains, try-on and facilities served for business and conventional purposes ( decision maker Manager of Hospitality Hyatt Regency). The main strength of Hyatt Regency creation the Loyalty amongst clients, they believe in the happy customer, more sales approach. Thus they pass water emphasized their quality of military function and distinguished themselves amongst other competing hospitality businesses in that manner.Hyatt Regency is one of the oldest and healthful known hotels in Dubai overly it is one of the only hotels in Dubai that has an indoor ice-rink and a shop mall located within the Hotel to ease and enhance the stay of the leaf nodes, to a fault located in a metropolitan ara in Deira it is near the Dubai deluxe Souk and a lot of cultural and local sites to find ideal stay for a tourer yack awaying Dubai.4.3 COMPETITION.Hyatt is challenged with straight contest from hotel s like Hilton and Marriott internationally and other hotels in Dubai that serve business customers. Hyatt Regency aims at providing a high- hold upard lodging experience that would encourage the frequency of their guests. Hyatt Worldwide has a Gold Passport frequency loyalty class that they believe is a strategy to increase their appeal and thereby their frequency of guests, therefore world loyal to the Corporation internationally and as well helps in capturing other segments. Hyatt Corporation has a double dipping program with airline associates such as Emirates Airlines and these Skywards passengers argon minded(p) special offers and discounts as mentioned by the Executive Manager of Hospitality at Hyatt Regency, Dubai.Be views the competition from major business hotels Hyatt also faces competition from leisure related hotels, also the location of Hyatt Regency is considered unsound being located in the old-Dubai business central and since Dubais business Central has been shif ted to other locations e.g. Jebel Ali, etc. other hotels in these beas can stand as competition to Hyatt Regency. Another issue with Hyatt being their promotional strategies, they believe in advertising abroad in Europe, and other continents, yet fail to advertize and promote the hotel in Dubai and the Middle East. But overall Hyatt Regency has been profitable over the years with its well known base of loyal customers and by exceeding the quality gos and standards of Hyatt Corporation.HYATT REGENCY DUBAI PROFILE OF SERVICE5.1 ROLEGuestThe guest go out arrive at the service factory. Once he enters the service factory, he will approach the trend stage service provider and check in. He will be provided with all the facilities needed by him which are available. He then pays his bills and checks out.Service Provider (Hyatt Regency).The staves are always ready at the desk. As guests arrive, they will greet them answer their questions and check them in. Often they will suggest or as sist the guests with their decisions. The guests are provided with all the service without a say of No and all the services provided are recorded.5.2 SCRIPTGuestArrive at the Hotel introduce the HotelDoormanGreet and direct the GuestFront desk staffGreet guestGuestEnquire and book roomFront desk staff event question and check in guestElevator/ Hallway StaffGreetGuestGoes to room enjoys supplementary services and core service/ service consumptionPay and check outFront desk staffGreet and checkout guestGuestExit service factory5.3 FLOW CHART.5.3.1 summit STAGE ACTIVITIESGreeting GuestsProviding InformationService ConsumptionPaymentRegistering Guest5.3.2 BACKSTAGE ACTIVITESPreparing FoodDoing the IroningScheduling/ Training StaffCleaning/ intimate DesigningDoing InventoryCheck-InEntrySpend Time in RoomRoomServiceActivitiesPaymentCheck-OutRoomPreparedPrepare postulationBLUEPRINT.FLOWER OF SERVICESHyatt Regencys flower of services consists of the core and supplementary services provide d by the hotel.The core service is the central component of the flower which supplies the principal. The core service of Hyatt Regency is to provide a bedroom for a hotel client and a hall for an event client. The petals surrounded by the center are the supplementary services which incur as a package and also as optional services which are discussed below in detail.KEYFacilitating ElementsEnhancing Elements7.1 FACILITATING ELEMENTS.7.1.1 INFORMATION.Information about the services provided by the company are available locally i.e. in the UAE and internationally by many modes of mediums. The hotel website is the most informative medium of the hotel which provides every piece of information about the hotel from the footings, services, location, activities, hotel background, schedules, and offers to the other hotels in the chain etc.Information is also provided through leaflets in airports, travel agents, rude(a)sletters, magazines and newspapers in brief but detailed information c an be obtained by calling the hotel anytime and enquiring the preliminary desk with your query.7.1.2 PAYMENT.Direct and indirect payments can be done through credit card transaction or property payment. During direct payment credit card transactions are allowed in high and low cutaneous senses services i.e. in the nominal head desk itself or through online while booking for hotel, car or flight. Cash payments can only be made through high contact service i.e. in the front desk of any service centre of the hotel.During indirect payment the payments can be made either way to the intermediary such as the travel agent, airlines company, tour guide etc which will be passed on to the hotel eventually.7.1.3 BILLING.Billings for normal guests are done under their name and contact details basis and every service the guest acquires, the time, quantity and the price are printed clearly on a transcript for the customer to check while they check out. Bills signed for each service such as foo d and beverage or the bars are also maintained to provide a proof for the guest if they lack the knowledge of getting a particular service.Billing of members are done under their membership numbers here the same procedure takes place as mentioned above but the members can earn incentive points for the amount of the service and records will be available for them online in their account.7.1.4 ORDER TAKING.Reservation of rooms fall under this socio-economic class and in this process the guests are firstly shown the options they can choose from and relevant forms should be filled with provision of secure commitment to delivery. When the decision is made by the guest it is recorded in the enrolment system under the guests unique field.The order taking of room services are done backstage and in a low contact manner for all services through telephone the order is recorded again on the registration system and delivered within the time frame given and the options are available for the gue sts in the room leaflets.For other activities such as restaurants, bars, lounges, golf etc the order taking is done front stage and the same procedures as above mentioned are carried on.7.2 ENHANCING ELEMENTS.7.2.1 HOSPITALITY.As a service that is hospitality related, utmost importance is placed on the level of fundamental interaction by the service employees (concierge) with the customers. Customers are greeted upon arrival. Staffs at Hyatt Regency are also given training in different languages so that customers do not have discompose with communication. Presence of cleanliness was evident in the lobby and lounge areas with on hands cleaning staff. Hyatt Regency provides rooms that are specially designed for the physically challenged. Since business guests tip to be pushed for time and hate lengthy check outs, Hyatt Regency offers onsite Express check-out services. Good hospitality becomes a key factor for customer loyalty. Bellboys and porter services are available to assist gue sts with their baggage. The hotel also provides free shuttle bus services to various locations around Dubai, like Deira City Centre and Dubai Mall.7.2.2 CONSULTATION.Counseling that is unremarkably given to a customer to help understand their situations and decide on solutions. During our interview, the Executive Manager of Hospitality mentioned that customers, who are undecided about choosing between featured activities such as the spa or sightseeing, are helped by concierge that are able to provide customized solutions. Since Hyatt Regency is mainly business guests oriented, consultation is also given on packages aimed at stay of corporate groups.7.2.3 SAFEKEEPING.A factor of safety provided to the customers at the service site. Hyatt Regency has a host of safekeeping services from valet parking, baggage handling by the bell boys, private parking facilities for guests and baby-sitting service on prior arrangement. in that location was presence of security at the regular level ju st outside the hotel entrance. During our visit inside the hotel, we observed that there were many Hyatt Regency trained security purpose personnel who stationed themselves at positions to prevent people from entering off-limit areas (i.e. VIP only rooms). The hotel also had 24 hour video security system.7.2.4 EXCEPTIONS.This supplementary service comes by a way of training to act in situations where policy doesnt play a role. During the interview with the Executive Manager, he mentioned that service personnel were given training in scenarios to deal with special situations. He also mentioned that, if a customer is sad with a particular service, the hotel provides extra stay at no extra charge. On special request, the hotel also caters to a customers taste palette if a certain food item they order is not present on the hotel food menu. Hyatt Regencys special request also entails the service of a 24 hour preindication doctor on call. One way in which Hyatt Regency handles customer complaints/suggestions/compliments is through a site called Trip Advisor that gives reviews and ratings.8.0 SWOT ANALYSIS.StrengthsBrand get word Hyatt has a well recognized brand image and is widely known internationally for having premium offers and high quality services.Well distinguished services and amenities e.g. the only hotel with an indoor ice-rink and Revolving Restaurant (Al Dawaar) in Dubai. (Hyatt,2010)Rated 5 stars and a part of a well-respected international hospitality chain.(visitdubai, 2010)Hyatt Gold Passport frequency loyalty program encourages more guests. (Hyatt, 2010)WeaknessesLocated in an unsound environment away from the new business and leisure central. (i.e. Jebel Ali, Sheikh Zayed Rd.)Concentrated targeting on business customers can provide over-looking other growing market segments.Failure to market and promote the hotel within the Middle East.OpportunitiesSpecial offers for commercial customers and using different methods to target niche markets. use methods to promote the hotel within the U.A.E, to increase awareness.Increasing leisure activities during the low- invoice seasons i.e. April to August, and targeting family oriented customers.New development in that site such as the Palm Deira which is currently on hold, once completed would increase the attractiveness of that area which will in turn result in more customers.ThreatsPolitical factors can run into the business, such as labor laws, health and safety rules and regulations can change the business practices.Economic fluctuations such as recession or inflation can affect the profitability mainly because its targeted at high-end exclusive business travelers.The negative perceptions about the region can influence potential customers.HYATT REGENCY DUBAIS MARKETING MIX STRATEGIES.9.1 PRODUCT.Hyatt Hotels Corporation has several(prenominal) chains located all around the world. Hyatt divides its brand into various sub-categories of hotels that differ from each other by the services it provides. Some well recognized brand categories are Park Hyatt, Grand Hyatt, Hyatt Regency and Hyatt Resorts. Hyatt Regency in Dubai mostly caters to business travelers and resort vacationers. The core service that Hyatt Regency offers is the accommodation of guestrooms to its customers. The hotel has around 414 stylish and contemporary guestrooms including 26 suites. oblation over various different styles and classes of room some of which are Gulf View King, Regency Suite King, Regency Executive, Emri Suite and Royal Suites gives customers a variety to choose from. Hyatt Regency also offers convention and meeting facilities since the majority of its customers represent business travelers. The hotel also has a ballroom 1,157 square meters that can accommodate over a thousand people for events. Hyatt Regency has around 9 flexible and divisible meeting rooms, two with natural daylight. Their convention and meeting facilities usually offer meal services to the rented room s, with a option of food items and cuisines that range from finger food items to lunch buffets. Customizable bookings of rooms suck up Hyatts core service very flexible to adapt to the requirements of the customer since its main target is towards customer stay satisfaction. Apart from Hyatt Regencys core service of accommodating customers, the hotel also offers a large variety of supplementary services to people. The premise consists of a number of restaurants, bars and lounge, their most famous revolving restaurant Al Dawar located on the rooftop of the hotel. Other places like Focaccia, Miyako, Shahrzad, The Kitchen, Carpenter Bar gives customers a variety of cuisine choices. Hyatt Regency also has recreational facilities which add value to customer stay experience at the hotel. The Club Fitness and Spa, Golf Park and the only hotel which has an ice rink embroil in these recreational facilities.9.2 PLACE.Hyatt Regency stands tall towards the edge of Dubai around the cornice are a in Deira. This spectacular location overlooks the whole of Dubai, with great views of the Arabian Gulf and the city. The hotel is located only 12km away from the Dubai International Airport and is close to the oldest business sectored area of Dubai. Although it doesnt reside in the heart of the city, it has a lot of tourist attractions minutes away from the hotel. Some of these places would include the shopping areas around the hotel, the Gold Souq, Mamzar Park which is a minutes drive from the hotel, historical museums and also the Creek. The location of Hyatt Regency now isnt that busy as businesses and other commercial activities tend to move towards the west side of Dubai (towards Jebel Ali). However, its location shouldnt be seen as a negative thing to business travelers, the peaceful and the not so busy side of Dubai does make customers see it as an advantage. The construction of the world famous design of Dubai, the man-made island known as Palm Deira, (although this proje ct is temporary on hold) would bring forth a lot of opportunities to Hyatt Regency. Once this project is completed there would be great business attraction towards this side of Dubai which would be beneficial to Hyatt Regency since it is known as a business hotel. The channel of distribution that Hyatt Regency uses is more direct since it is a service sectored business. There is close contact with customers where their desired needs would be passed onto the hotel management to cater to, to fully satisfy customer stay experience.9.3 PRICE.There are many factors that influence the prices charged on services. Hyatt Regencys pricing strategy is kept very flexible due to these factors. Hyatt Regencys prices are very sensitive to the market, which means their prices are highly influenced on the demand of their services they offer. Dubai being a tourist attracting city has led to the increasing number of hotels being set up around the busy areas of Dubai. This makes Hyatt Regency consider focusing on being competitive in the market following a competitive pricing strategy. The current prices of rooms average to around AED900 for a nights stay. This price usually fluctuates based on a number of factors. Firstly, the prices charged to customers are value-based, that is related to the different type of rooms available and the added services chosen by customers. seasonal worker changes influence room rates too. The winter season in Dubai is much more pleasant than during the summer, so these rates are often raised during the peak season which is between October to March. Another factor that influences price rates is the availability of the rooms, like any business prices charged on the few rooms that are left hand and available would be more than the regular rate. The time between booking a room and staying in that room can change price rates (immediate bookings are more expensive than advanced bookings). Although all these factors can influence the room rates that Hyat t Regency charges customers they have to be careful not to bunk potential customers to their substitutes because when it comes to hotel services in Dubai the cross elasticity of demand is always positive and very sensitive to competition. This means that Hyatt Regency should play its strategy right in the pricing market in the making maximum profit without losing out on sales.9.4 PROMOTION.Hyatt Regency is known to be more of a business hotel than a tourist attraction. Promotion isnt foc utilise upon as much in the local media. Most of its above the line promotion is carried out in countries outside the UAE, advertising in Western countries and Europe. Hyatt Regency usually gets its customers by associating their hotels with companies that recommend its workers a Hyatt stay. It also attracts customers from airline companies like Emirates. Hyatt Regency does focus on below the line promotional methods, by attribute special offers to interest customers with a bundle package of their services, Hyatt Business Plan or the Time for Family special offer packages which are currently promoted to them. There are a lot of fix schemes that Hyatt Regency offers which encourage payment from customers. Every payment transactions made in Hyatt Regency allows the redeemable of Skywards reward points, a vertical persuasive method of payment. The hotel also introduced a loyalty scheme for customers, especially the ones that most frequently stay at Hyatt Regency. This loyalty scheme, the Gold Passport Program, where a customer can collect points on his account based on the number of times he stays there which can be used to request for discounts on his/her next visit at Hyatt. The hotel also has the issuing of gift cards which is seen as a splendid way to attract new customers to experience Hyatts service.9.5 PROCESS.In Hyatt most of all the processes take place in the backstage which is invisible to the consumer and it is all carried out by the backstage staff and the regist ration system. The process begins with the guest reserving a room in the hotel and ends when a particular guest checks out. The primary process is the registration process carried out with the input of front desk staff of all the guest details, followed by the various invisible processes such as when the guest calls for a room service from the room for a service staff taking the order, process in the kitchen, filling of carts with requested supplies, adding guest requests in registration system etc. when the customer acquires services out of the room but in the hotel itself also requires processes such as preparing the food in a restaurant, mixing a drink in a bar which is a front stage process, registering signed bills into the transcript etc. The final process involves checking out the guest from the registration system flagging task has been successfully well-mannered by the front desk staff.9.6 PEOPLE.In Hyatt Regency the culture is based on ethics and integrity which is partia lly employee driven recognizes the importance of employees and associates as its guests. It is essential for Hyatt Regency to recruit staff that share common interests in culture. The associates are educated to make a difference from day one, and they are offered with quality training to expertise in operable areas and also on management skills to deliver customer service. (Hyatt, 2010) Hyatt goes to great means in providing high quality health care insurance and retirement schemes for employees and family members. There is also educational re-imbursement program that provide an optimal learning experience to keep the associates up-to-date and ahead of competition. Hyatt Regency employees have a strong commitment and actuate through promotion opportunities within based on their performance and they are also offered with empowerment awards such as Hyatt Star which is a monetary reward for their performance. It is also possible for the associates to provide feedback through the Empl oyee Opinion Survey. There are various advantages of working in a huge corporation like Hyatt from being able to have discounts on not only hotel rooms but also on a variety of other service products.Guests seldom make perceptions about the quality of services they receive through their interaction amongst employees. As the main goal of Hyatt seeking to be the most preferred brand among guests, they fulfil this by providing high quality services but in turn the guests play a significant role in the delivery of service. The guests are also involved in co-production they follow the hotels rules and guidelines which allows them and other guests to have to have an optimal experience and satisfaction.9.7 PHYSICAL EVIDENCE.Hyatt Regency Dubais exterior seems somber but as a guest enters its doors, the interior creates an impressive, striking first impression. The floors are paved with smooth ivory marble across a vast reception area. The concierge is available on the left and a porter se rvice on the right. The entrance to the Galleria is straight ahead and directions to each part of the hotel are clearly shown. There are urbane stairways as well. One of the many restaurants, The Kitchen provides an ambience of lounge music, sofas and a lounging area for guests who have just arrived, to relax in. There are gifts and souvenir shops as well as rental car shops all available with easy access for the guests. To transport guests baggage to their rooms, bellboys are available. The hotel has a contemporary look, cool neutrals and dark forest veneers providing a lush look to the interior. The staff at the concierge is very helpful and willing to help you with anything. The Galleria entrance provides access to the ice rink and shopping facilities. ATMs are also provided inside. Internet WI-Fi is available to guests too.9.8 PRODUCTIVITYHyatt Regency Dubai ensures its customers its top most priority but also maintain that it is their employees who make the Hyatt experience, an outstanding one. Based on their Corporate Values, they empower their staff towards career development rather than just jobs. Business is conducted with an entrepreneurial attitude and innovation. Hyatt aims to draw and preserve a work hurl that are provided with a luxurious hospitable environment where they are comfortable and motivates them to provide high quality service levels. As Hyatt says We believe we can put to death this by being a listening company of well-informed, impassioned people. Hyatt Regency Dubai provides extensive training regimes to inform and keep their employees up to date. They initiated a program called School Of Hospitality. This course provided courses which were standardised and customised to satisfy employees training needs as well as boost performance. Hyatt hopes to achieve higher customer focus, innovation and consistency whereas mainly offering authentic hospitality to each of their guests (Khan, T, 2009).10.0 RECOMMENDATIONS.As we have analyzed the service delivery of Hyatt Regency Dubai, using the flower of service, SWOT analysis and their marketing mix strategies we have identified their issues and suggest the following recommendations.Hyatt Regencys customer segment should include more focus on leisure guests rather than just placing importance on business guests. Leisure guests can be accommodated at the Galleria apartments which are situated right next to Hyatt Regency and take advantage of the amenities and activities. The reason for this recommendation being that business guests are less likely to avail the facilities offered by the Galleria which are shopping, the salons, the eateries and the ice rink. By increasing their customer base, Hyatt can experience even greater revenues.Hyatt Regency having been in the UAE for almost more 30 years, they havent done any direct form of advertising for their hotel. Because of this, it has been seen that even some of the people who have been staying for more than 20 years in Dubai still dont know about Hyatt Regency. The hotel needs to re-review their modes on promotion. During our interview with the Executive Hospitality Manager, he mentioned that Hyatt Regency doesnt do any direct promotions in the UAE, but mostly in Europe and other international regions, because of the fact that their target customers are mainly business customers. This way Hyatt Regency can make its presence known more locally. Hyatt will also have to face the fact that many new hotels, are emerging, who use advertising to promote services similar to that of Hyatt Regency.A suggestion would be for Hyatt Regency to branch out and have few hotel apartment buildings located within certain parts of the city where businesses are mainly concentrated. Since many of Hyatts guests are business people, it would be more beneficial for them because at current, the location of Hyatt Regency is in area a bit away from the city. affirmable solution would be to open up hotel apartment branches in business locations like Media City and Internet City. This would allow business guests to access the business sites much easily.Another huge concern that we observed about Hyatt Regency was that visitor parking behind the hotel was strewn with garbage. Being a 5 star hotel, Hyatt must take responsibleness for looking after the cleanliness, not just of the hotel but also the premises within which it is located. Hyatt Regency needs to take steps to keep the parking lot clean, differently it would reflect badly on Hyatt Regencys image.11.0 CONCLUSION.In conclusion, it is clearly evident that Hyatt Regency has been successfully able to target and satisfy their guests, mainly business customers. As a hotel that has been upholding its 5 star status for almost 3 decades, it is no doubt that Hyatt Regencys quality of service and hospitality is of top notch allowing the hotel to stand up to the tests of time. As the Executive Hospitality Manager said, many hotels offer the same service, b ut the amount of effort by Hyatt Regency to deliver those services is what differentiates it from the competition.