Different research works have indicated that the traditional mission, vision, and value statement are of little benefits for the smaller businesses and that having a manifesto is a simpler and more effective way of communicating the purpose and passion of the business. Business manifestos are essential elements of all brands. The manifesto goes beyond the product as well as the chronological history of the organization. When well crafted, the manifesto portrays the fundamental essence of the organization and the product.
Additionally, the manifesto documents what the business believes in and will be a crucial differentiator of the business as it shines a light on its perspective. Business creation is always important as it benefits not only the individual but the economy as well (Anderson, Fok and Scott 2000, 54). This paper aims at creating a luxury hotel enterprising manifesto which will also be a public declaration of intent aims as well as policies of the small business. The manifesto will also describe the beliefs that the business holds as well as an articulation of how the beliefs will shape the business approach.
Discussion
A hotel refers to any establishment offering lodging, meals as well as other services for travellers and other paying guests. Hotels are classified by different characteristics such as whether they offer full or limited services, whether or not they are located in metropolitan, the number of rooms and their prices areas as well as the regions or states in which they are located. Tolerance for poor customer services is currently shrinking in the travel industry. One bad experience within this industry is enough to turn customers from using a certain brand. Following the massive expectations from customers, in terms of hygiene standards, customized personal services as well as exceptional service, the industry is facing numerous challenges that need to be dealt with.
There is a need for hotel operators to ensure that they exceed customer expectations at every stage of their guest's stay if they are to maintain long-time profitable growth. Managing a hotel business is not a simple task. For hotel businesses to succeed, managers are supposed to work on various channels, and one of them is creating an effective business manifesto. The name of the business will be Lanark. We, as Lanark, believe that we are living on the face of the earth with aims of making great products that are not changing anytime soon. Lanark will be constantly focused on innovation so as to bridge the existing gaps in the hotel industry. Lanark believes that there is a need for the hotel industry to own, control, and incorporate technologies in their businesses (Brotherton 2012 13). This is important as it will help the businesses to effectively participate in markets where they can make significant contributions. Additionally, Lanark believes that it is always advisable to say no to thousands of projects in order to focus on the few that are beneficial and meaningful to the organization as well as the customers. This means that Lanark will not settle for anything less than excellence.
The main aim of Lanark will be to offer exceptional services to the customers which are not available in other luxury hotels. This critical success factor will be achieved by making sure that the staff is courteous, knowledgeable as well as capable of dealing with any conflict. Additionally, the provision of quality service will also include remembering the names and preferences of repeat visitors as well as offering advice concerning attractions and surroundings (Krstic, Kahrovic and Stanisic 2015, 44). Lanark will also have a smart pricing strategy that will help in increasing the hotel's occupancy. This means that the room rates will be determined based on market research and cost. The pricing factors will include:
- Competitor pricing
- Room category
- Staffing cost
- Maintenance cost
Moreover, Lanark will always be flexible because customers have different expectations of a hotel, which means that they must be given the authority to make decisions to accommodate them whenever possible (Scanlon 2007, 44). The manager of Lanark will have the authority to make different exceptions that will turn situations around, thus earning good reputations for quality customer service.
Lanark will also put emphasis on quality management, which includes employee involvement as well as satisfaction. Lanark employees will be trained to be better at something that everyone provides by performing the underlying activities differently (Hung, Shanga and Wang 2010, 55). Lanark will create meaningful product attributes that other competitors don't provide. The hotel will be providing exceptional customer service experiences, which are one of the main points when it comes to the hospitality industry.
Additionally, Lanark will ensure effective communication, which always lies at the heart of providing excellent customer service. Different research works have indicated that organizations are constantly looking for ways to address customer concerns as quickly as possible. The management will ensure that any issue relating to customer experiences, such as meal choices and availability, is quickly addressed to avoid negative customer experience (Ðordevic and Jankovic 2015, 66). However, Lanark will consider the fact that even though technologies offer endless opportunities to enhance hotel efficiency, there is a need to strike the right balance between the human touch and automation.
Different research works have indicated that memories are always based on powerful experiences (Scanlon 2007, 14). This means that Lanark will have to provide guests with meaningful experiences. Technology, design trends, and personalization will help in offering meaningful experiences and will also drive guest loyalty experience in Lanark will always be treated as an extension of the great quality customer service being offered. The interior trends and the hotel design will be in such a way that they attract new customers.
Lanark will always keep in mind that technology is an important part of everyday life. Whilst our customers will be using holidays to take breaks from different aspects of their lives, we will ensure that they do not break from technology (Özdemir, Çolak, and Shmilli 2018, 17). This means that Lanark will provide them with the basic right of being connected by embracing the technological revolution. For instance, Lanark will use robotic and voice control technology together with other technological installations such as golf simulators, as well as smart mini-bars.
Moreover, Lanark will make efforts to exceed customer's expectations by being more than good. This is so because hotels are judged by the quality of the services offered. Lanark will always recruit highly skilled and attentive staff and will have a personal touch to make the customers stay as comfortable and relaxing as possible. Providing extra level services will generate brand loyalty and repeat custom. Winning repeat business and ensuring long-term growth will require Lanark to develop a deep understanding of the type of guests to be attracted and to offer facilities and services catering to the needs of the target customer base.
One of the major problems currently facing the hotel industry is operational issues which are now complex matters. We, as Lanark, will ensure that every department is running in sync so as to ensure faster automation (Islam 2016, 77). This will be achieved by adopting integrated hotel PMS systems. The hotel staff will also find it easy to work on the hotel PMS because the applications always ensure streamlining of main operational areas. The software will minimize the work burden on the hotel staff, allowing them to attend to the needs of different guests.
Lanark policies
The hospitality industry is currently facing numerous problems due to a lack of effective policies. When it comes to the highly mobile environment of hotels and other forms of accommodations, it is always critical to reduce potential road bumps as well as to ensure that the facility is operating smoothly for both the staff and guests. To start with, guests will be required to provide a valid credit card upon check-in. This will help in covering incidental charges as well as the security deposit. The person in charge of the front desk will run an authorization on the cards for the banks to reflect this by temporarily minimizing the available balance or credit limit (Brotherton 2012 33). The benefit of authorization is that it helps in ensuring that the card is valid and that it will be released 5 to 10 days after check-out provided there are no room charges, missing inventory, or any damage. Additionally, Lanark will offer luggage storage for customers through the front desk without any additional charges for the registered guests. The tax-exempt guests will have to bring individual tax-exempt forms from their companies, which will be presented upon checking in.
Lanark will also be committed to offering exceptional services to visitors and customers through our website, Lanark.com. Our customers will be free and confident when using our site to purchase and plan accommodation, which means that the hotel will be committed to protecting the information collected from the customers (Bohdanowicz-Godfrey and Zientara 2015, 66). The customers will also be provided with the privacy policy to inform them of the privacy principles governing the website. The statement will be describing technical as well as general details concerning the steps taken by the hotels to respect the customer's privacy.
Following the people's growing interest in the environment, sustainability will be a key component of Lanark. The hotel management will consider the fact that corporate responsibility programs will help in winning customers whilst benefiting workers, earnings, and the environment at large. Lanark will raise its brand profile when it comes to environmental impacts through focusing on the reduction of food waste, water consumption, general waste as well as energy (Anderson, Fok and Scott 2000, 44). By meeting the expectations and challenges of the guests, Lanark will be in a position to exceed customer expectations and to ensure long-term business growth in a sustainable manner.
References
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