Front office operations case study

Case Study Report

a) Describe the relationship between the front office and the other hotel departments, and the tools required to facilitate this relationship
b) Analyse the key success factors in relation to guest satisfaction
c) Apply the full range of Front Office operations including preparation for guest arrivals, welcoming and registering guests, and organising guest departures
d) Apply the full range of Front Office operations including preparation for guest arrivals, welcoming and registering guests, and organising guest departures.
This assessment required to use 'Opera' as the system at front office in hotel.

ASSESSMENT BRIEF

Subject Code and Title FOO101 Front Office Operations

Assessment Assessment 4: Case Study Report

Individual/Group Individual

Length 2000 words (+/-10%)

Learning Outcomes a) Describe the relationship between the front office and the other hotel departments, and the tools required to facilitate this relationship

b) Analyse the key success factors in relation to guest satisfaction

c) Apply the full range of Front Office operations including preparation for guest arrivals, welcoming and registering guests, and organising guest departures

d) Apply the full range of Front Office operations including preparation for guest arrivals, welcoming and registering guests, and organising guest departures.

Submission By 11:55pm AEST/AEDT Sunday of Week 11

Weighting 40%

Total Marks 100

Context:

People travel for a variety of reasons requiring different facilities and levels of luxury to suit

their needs and budgets. To target specific consumer markets, hotel organisations have

diversified their portfolios by opening a range of brands. These organisations have developed

specific structures and operations that align to each brand’s purpose to allow consumers to

clearly define the differences between each brand. The Rooms Division and Front Desk

departments play a key role in the success of each hotel’s operations, quality of service and

guest satisfaction. This assessment will allow students to develop an understanding of the

facilities, operations and services that differentiate a luxury brand from a budget brand.

Students will also investigate the different responsibilities of the Rooms Division for each

brand and the strategies used to communicate with other departments within a hotel to allow

the property to meet and exceed guest expectations.

FOO101 Assessment 4 Brief.Docx Page 2 of 5

Instructions:

Marriott International Inc. and Accor are two global hotel organisations that have successfully

developed multiple brands in an effort to address the needs and expectations of different

types of travellers. In this assessment, students are required to discuss the different strategies

used by hotel organisations to meet and exceed guest expectations.

Students are required to choose one (1) hotel organisation (either Marriott International Inc.

or Accor) and select one (1) luxury and one (1) budget brand from within the organisation.

Students will compile a report in which they analyse the differences between the two chosen

brands. The report should address the following:

• Provide a brief background on the chosen hotel organisation and each of the two (2)

chosen brands

• Explain the differences between the responsibilities of the Rooms Division

department in luxury and budget brands.

• Outline the Front Office operations executed at luxury hotels that differentiate these

properties from budget hotels. Be sure to consider preparation for guest arrivals,

welcoming guests, check-in process, level of service, departure and post departure

processes.

• Explain three (3) different channels and tools that hotel properties use to

communicate across departments and discuss how each tool contributes to efficient

operations and customer satisfaction.

• Identify the target markets for each of the chosen brands and the differing needs and

expectations of these customers

• Discuss current strategies each brand uses to provide quality customer service to their

target market and propose two (2) additional strategies that each of the brands could

implement to increase guest satisfaction.

This assessment must be submitted in compliance with the following:

1. The report must be uploaded to the learning portal. No email or hard copies will be

accepted.

2. A minimum four (4) academic (books & peer-reviewed journal articles) & two (2) other

sources (newspaper article, trade publications, websites, etc.) must be used. These

should be referenced in the APA format, both in-text and in a reference list.

References to ‘Wikipedia’ or similar unsubstantiated sources will not be accepted.

3. Extensions cannot be granted by the lecturer after the submission date. In the event

of serious illness or unusual circumstances, a student may apply for Special

Consideration in accordance with the rules and regulations governing this application,

but it is important that such requests be made as soon as the circumstance is known.

FOO101 Front Office Operations Page 3 of 5

Learning Rubric:

Assessment Attributes

Fail (Unacceptable) 0-49%

Pass (Functional)

50-64%

Credit (Proficient)

65-74%

Distinction (Advanced)

75 -84%

High Distinction (Exceptional)

85-100%

Background

10 marks

Does not provide basic information on the organisation and the chosen brands.

Provides basic information on the organisation. Content explaining chosen brands lacks clarity.

Provides detailed information on the organisation. Information on chosen brands presents a broad focus, not setting clear differences between brands and occasionally includes irrelevant information.

Provides clear and concise information on the organisation and chosen brands information is clear with minimal irrelevant information.

Provides clear and concise information on the organisation and explains the difference between both brands with clarity and relevant information.

Rooms Division responsibilities

10 marks

Displays out of context explanation on the differences between both brands.

Displays basic knowledge of some different responsibilities between each brand. Lacks clarity differentiating within both products.

Displays good knowledge of the Rooms Division responsibilities on each brand but the analysis lacks depth.

Displays a highly developed understanding of the Rooms Division responsibilities on each brand, clearly discussing the differences, supported by a number of relevant examples.

Displays superior understanding of the Rooms Division responsibilities on each brand, and presents information supported by high quality examples and in-depth analysis.

Front Office operations

20 marks

Shows no understanding of the different operations executed on each brand. Discussion shows irrelevant examples.

Shows basic understanding of the front office operations. Discussion is supported by a limited number of relevant examples.

Shows a good understanding of the front office operations on both brands. Explains both front office operations but does not analyse information.

Shows high understanding of the front office operations in both brands. Explains both front office operations with limited analysis and relevant examples.

Shows superior understanding of the front office operations in both brands and provides deep analysis of providing relevant examples with focus on guest experience and guest satisfaction.

FOO101 Front Office Operations Page 4 of 5

Cross-departmental communication tools

10 marks

Student has limited understanding of the basic communication channels.

Student has a basic understanding of some communication channels. Does not address the overall contribution to operations or customer satisfaction.

Student has a basic understanding of the key communication channels available, and provides superficial explanation on the overall contribution to operations or customer satisfaction.

Student has high levels of understanding of the key communication channels available, and addresses explanation on the overall contribution to operations or customer satisfaction.

Student has advanced understanding of the key communication channels available, and addresses clear information explaining each channel’s contribution to operations and focuses on customer satisfaction and customer service.

Target markets, customer satisfaction & recommendations

20 marks

Displays limited understanding of the target market concept. Does not provide strategies each brand has implemented.

Displays basic understanding of each brand’s target market, provides few current service strategies. Recommendations are not aligned or does not provide recommendations at all.

Displays a good understanding of each brand’s target market, provides substantial current service strategies. Provides substantial recommendations but these are unclear or not directly aligned with the product.

Displays high understanding of each brand’s target market and provides highly accurate service strategies. Provides relevant recommendations.

Displays superior understanding of each brand’s target market and provides detailed service strategies supported by different properties’ examples. Provides highly relevant recommendations.

Structure

10 marks

Discussion points do not flow smoothly or logically, no connection between ideas. Paragraphs not used or lack structure.

Minimal structure evident however discussion points loosely connected. Limited use of paragraphs.

Good structure evident with some discussion points presented in a logical order. Paragraph structure used throughout.

Good structure evident with most discussion points presented in a clear and logical order. All paragraph are well organised.

Excellent structure evident with all discussion points presented in a clear & logical order. Paragraphs well defined and organised to a high quality.

Research & referencing

No evidence of research. No academic sources used. Sources of information not

Limited evidence of research. Minimal academic sources used. Many errors in APA

Some evidence of research. Limited academic sources used. Few errors in APA

Clear evidence of research. Several quality academic sources used. One or two errors in APA

Evidence of in-depth research. Many high quality academic sources used. No errors in APA

FOO101 Front Office Operations Page 5 of 5

10 marks

referenced using the APA style.

referencing style formatting.

referencing style formatting.

referencing style formatting.

referencing style formatting.

Format & presentation

10 marks

Many spelling mistakes and/or grammatical errors. Report format not used.

A number of spelling mistakes and/or grammatical errors. Inconsistent report format used.

A couple of spelling mistakes and/or grammatical errors. Report format used.

Minimal spelling mistakes and/or grammatical errors. Report format used.

No spelling mistakes or grammatical errors. Clear & logical report format used.