MNG10723 Hospitality History Politics and Culture Assessment 3 Report
Student Name
Excellent
Very Good
Good
Average
Poo
Comments
HD
D
C
P
F
Quality of
7
Excellent
Very good
Good written
Adequate
Poor written
written
grammar and
grammar and
expression.
written
expression.
expression and
written
written
Some
expression,
A lot of
report
expression.
expression.
grammar and
Grammar and
grammar and
presentation,
Meets word
Meets word
spelling
spelling
spelling
Quality of written
count
count
mistakes. Plus
mistakes. Plus
mistakes
expression,
Report
Report
or minus 10%
or minus 20%
Report
grammar, spelling
format with
format with
of word count
of word count
format not
and Word Count.
all parts very
all parts well
Report format
Uses report
used or parts
Report format
well done.
done
with all parts
format with all
missing
given and
parts given
adequately
but some not
done.
adequately
done.
Content and
12
Excellent
Very good
Good
Fai
Poo
Reasoning
discussion of
discussion of
discussion of
discussion of
discussion of
the concept
the concept
the concept of
the concept of
the concept
of home and
of home and
home and its
home and its
of home and
its use by
its use by
use by
use by
its use by
commercial
commercial
commercial
commercial
commercial
operators
operators
operators
operators
operators
supported
supported
supported with
supported with
supported
with
with
appropriate
appropriate
with
appropriate
appropriate
references
references
appropriate
references
references
references
Recommendations
15
Excellent
Very Good
Good
Some basic
Poo
recommenda
recommenda
recommendati
recommendati
recommenda
tions as to
tions as to
ons as to how
ons as to how
tion as to
how you
how you
you
you
how you
organization
organization
organization
organization
organization
can use the
can use the
can use the
can use the
can use the
concept of
concept of
concept of
concept of
concept of
Home
Home
Home
Home
Home
Research
8
More than 6
4-6
3-4Academic
2-3 Academic
Less than 2
Evidence of
Academic
Academic
references
references
Academic
adequate depth
references
references
given and
given and
references
and
eadth of
used and
given and
industry
industry
research.
industry
industry
sources used
sources used
sources
sources used
Referencing
3
Excellent,
Very good,
Good, uses
Adequate,
Poo
Referencing:
consistently
uses
standard
some citations
referencing
Harvard style,
uses co
ect
standard
referencing
incomplete o
technique,
co
ect intext
referencing
referencing
format most of
mistakes in
several
referencing,
format intext
format
the time
format
mistakes
co
ect
and LOR
presentation of
LOR
Mark: Grade: Marker:
Comments:
Hospitality: History, politics and culture
Hospitality: History, Politics and Culture
Week Assessment 3 Guidelines and Advice
1
Assessment 3
Assessment 3: Report
Due: Week 13
Length: 2000 words
Weighting: 45%
As you may have found in assignment 2, it is becoming clear that hotel companies are increasingly using the concept of'home'as a way to design, develop, market and indeed deliver, the hospitality experience.
You have been employed as a consultant by a hotel or tourist company to prepare a report on the ways that commercial (and other types of) accommodation providers are making use of home to market their 'offering’.
You have also been tasked with suggesting ways your organisation might make use of these concepts and why.
You need to…
What concepts of home are being used and why? Examples?
Create an organisation – you will need to give background (it can be a real one!).
What types of recommendations and why?
3
Suggested Structure
Executive summary this is a standalone document and a summary of the entire report. It should include purpose, major findings and recommendations.
Table of contents
Introduction What is purpose of your report?
Background to business The business for which you are consulting for. It can be existing or one you created . Write a
ief apagraph outlining its location, target market and facilities
The Concept of Home This may appear to repeat what you have said in assessment 2 but that’s co
ect. Yes, you can use all the research you did there. Well done if you worked hard on assessment 2 as this section is done! Remember to include intangible aspects, feelings experiences, togetherness, warmth, connection etc. as well as the tangibles.
This is only a suggestion . Use what works best for you as in this unit there is no fixed format you have to follow
4
Suggested structure continued
How Accommodation providers are making use of the Home Concept
How existing operators are using the concept of home. As a consultant describe and give examples of what existing companies are doing .
Creating the Home experience for ( name of your business ) This is the main part of your report, how your organization will use the concept of home . Take the theory and apply it. Be creative! Give specific details in all aspects of what your business offers. Go for it here Don’t play it safe Remember there are no co
ect answers, so surprise the reader!
Conclusion
This is only a suggestion . Use what works best for you as in this unit there is no fixed format you have to follow
5
Home: Ours or someone else's?
Whilst globalization—in this case the rise of the trans national hotel corporation-has facilitated the ability for more and more people to travel it has also led to a disconnect between place and hotel.
That is the hotel became about replicating the home of the traveller, rather than be a representation of the home of the people who lived in the place being visited!
6
Home: Ours or someone else's?
However, as tourists have become more sophisticated (that is they become more experienced as they travel more often) they have started to change their behaviours. Whilst initially travelling away from home meant the mitigation of risk—increasingly tourists are understanding that in order to have an authentic or meaningful experience then one needs to engage with not just the landscape through which they travel but also the people who call these places home.
7
Memorable experiences
People want to engage with destinations (not just observe them or feel removed from a sense of place within a hotel) and to experience places in a memorable and fresh way.
As a result, there’s less focus is on material goods (“gold taps”) and more focus on an enhanced state of being.
8
Authenticity
Consumers are seeking more authentic travel experiences, tour operators and hotels have the chance to reach out to their communities and
idge the gap.
We want culture, connection, interaction. We want to engage, rather than observe. Learn as opposed to teaching. Explore instead of ignore.
http:
log.prco.com
log/opinion/the-evolution-of-the-luxury-travel-consume
9
Examples of How Accommodation providers are making use of the Home Concept
Joe and Joe Accor
Hyatt House
Home2 Hilton
Hotel Indigo IHG
Ai
n
What are other examples ?
Marketing Home
Qantas still call Australia home
https:
www.youtube.com/watch?v=-O1LSgOkSrc
Feels like Home at Grand Hyatt Taipei
https:
www.youtube.com/watch?v=Jih55F8ffto
11
Ai
nb
Live in Paris 'home’ https:
www.youtube.com/watch?v=1AtjOKph7-k
Ai
nb Paris
https:
www.youtube.com/watch?v=BBcKLDUw61w
Video clips
Jo and Joe
http:
www.accorhotels.group/en/hotel-development
ands/jo-and-joe
Hyatt House https:
www.youtube.com/watch?v=6Xvf4D1WP2M
Meriton Suites
Larger Living Areas with Luxury Hotel Facilities.
Appointed with superior furnishings, our fully-furnished suites are up to three times larger than the typical hotel room and equipped with all the comforts of a home away from home. Self-contained and featuring a gourmet-kitchen, supplied with all the necessary kitchenware, as well as generous open-plan living spaces, internal laundry facilities and refreshing designer skin and haircare amenities, our guests will be guaranteed the perfect accommodation experience.
https:
www.meritonsuites.com.au
14
Welcome to our neighborhoods
Hotel Indigo
No two neighborhoods are alike. Neither are any two Hotel Indigo® properties. When you stay with us, you’re not just staying anywhere, you’re staying somewhere—within a vi
ant community, in a unique boutique hotel that combines authentic local experiences, modern design and intimate service with the peace of mind and consistency of staying with one of the world’s largest hotel groups.
Source: https:
www.ihg.com/hotelindigo/content/us/en/explore-hotels/our-story#
15
Welcome to our neighborhoods
Hotel Indigo
Each hotel is as individual as its su
oundings and is also a reflection of them.
You can taste the local flavor on our menus and see it in the art and photography displayed on our walls. You’ll catch guests and neighbors hanging out in our bars, get great advice from our team members on what to see and do in the neighborhood, and be refreshed by just how relaxed and inviting it all feels.
Source: https:
www.ihg.com/hotelindigo/content/us/en/explore-hotels/our-story#
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Hilton THIS IS YOUR HOME2!
AT HOME2, WE WANT TO CHANGE THE WAY PEOPLE THINK ABOUT EXTENDED STAY TRAVEL. IT’S A FRESH TAKE ON FEELING AT HOME ON THE ROAD.
http:
home2suites3.hilton.com/en/promotions/fresh.html?cid=OM,HT,FreshNewWay_Pet,MULTIPR,RetailRail,Home,SingleLink
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Good websites
https:
www.usatoday.com/story/travel/hotels/2013/04/11/home-away-from-home-not-impossible-on-a-trip/2072037
https:
www.linkedin.com/pulse/home-away-from-fastest-trends-hotel-interior-design-mary-lakzy
http:
feelslikehome.pt
http:
mentalfloss.com/article/67953/8-crafty-ways-make-your-hotel-room-feel-home
https:
outiquelodging.wordpress.com/2010/10/15/what-is-a-lifestyle-hotel
Tourism Australia… The Experience
https:
www.youtube.com/watch?v=vUF7ja9ehIs
https:
www.youtube.com/watch?v=vUF7ja9ehIs
19
Creating the Home experience for your business
Consider all aspects:
Food
Service
Interior Design: Décor, Music, lighting , Colors, Art, furniture,
Lo
y
Rooms
Local community
Entertainment
Technology
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Don’t just think of home as a physical construct
Home as Comfort Food
Home as Belonging Interaction with locals and culture
Home as Authenticity Unscripted intuitive service
Home as connection to loved ones Wi-Fi
Home as interaction Communal tables
Home as warm and friendly
Home as Community
Home as a sense of attachment
Home as support and security
Home as memorable experiences
Home as …………………………………………..…………..
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Design
Lo
ies as multi functional spaces / Places of interaction
https:
qz.com/999947/hotels-are-shrinking-rooms-forcing-guests-to-talk-to-each-other-in-common-areas
Communal tables
Open kitchens
Rooms with separate living and sleeping spaces