INTRODUCTION

The purpose of this report is to critique a particular service procedure of a service operation and then make recommendations on how it could be improved, by developing revised procedures to enhance the ability of the organisation to exceed the ever increasing demand for service quality.

The Placement carried out over the summer at the Marriott Playa Andaluza was focused at enhancing my knowledge and understanding of the housekeeping department.

Margaret Kappa Et al (1997, p.8) describe hotel divisions and departments by dividing them into categories: ‘revenue centres’ and ‘support centres’.

Revenue centres are those that sell goods or services to guests and in doing so generate revenue for the hotel, this would include areas of the hotel, such as, the front office and food and beverage outlets. Support centres on the other hand do not directly generate revenue, but play a supporting role to the hotel’s revenue centres. The housekeeping department is a major support centre within the rooms division. Without the housekeeping department the front office would not be able to sell any rooms, and in doing so means that the hotel would not be able to generate any revenue. This means that an effective housekeeping service can be seen as an important service operation.

Aim

The housekeeping department of the Marriott Playa Andaluza provides a number of cleaning services to its clients. For the purpose of this report it is the ‘Daily Tidy Service’ that will be comprehensively analysed and critiqued.

The ‘Daily Tidy Service’ is included within the client’s package, and is therefore entitled to be provided with consistent daily cleaning services. The aim of this report is to investigate whether the current procedures outlined for a ‘Daily Tidy Service’ provide the client with an efficient and quality service.

Objectives

  • To observe the ‘Daily Tidy Service’ whilst in progress.
  • To check the observed ‘Daily Tidy Service’ against the current service procedures outlined in the standard operating procedure (SOP).
  • To look at quality management frameworks to see if any can be implemented so that the housekeeping department can provide a consistent and reliable ‘Daily Tidy Service’.
  • To make recommendations that would benefit the ‘Daily Tidy Service’.
  • To outline procedures of monitoring these recommendations.

Data Sources

This particular task requires a considerable amount of primary research; this means that where ever possible observation will be used as the key aspect of research, to not only identify the current service procedures, but to also identify the areas of excellence and concern. Any areas of concern highlighted will be critiqued using secondary research methods to see how this activity can be improved.  And if possible the procedures will be benchmarked against competitors who provide a similar service.

As this report is on a resort that is owned by an international chain, the official website has been used as a source of any relevant facts, figures or information. Information has also been obtained from Pepa Moreno, and Markus Eberl, HR Assistant and Director of Services of the Marriott Playa Andaluza.

1.0  A COMPANY OVERVIEW OF MARRIOTT INTERNATIONAL

Marriott International, a vanguard of the hospitality industry, originally started off as a small fledging business, located on the curb of 14th Street and Park Road NW, Washington D.C on May 20, 1927. The small curbside business comprised of a food stand that sold A&W Root Beer.

The official Marriott International website states that the organisation now has a portfolio of more than 3,200 lodging properties over 67 countries, which goes to show just how far the organisation has come under the guidance of founders J. Willard Marriott and wife Alice Sheets Marriott, and now continues to grow under the stewardship of their son J.W. Marriott Jr. The same website also states that in 2008 the organisation reportedly returned nearly US$13 billion in sales revenue.  

1.1  Products and Services

Marriott International’s classification of its levels of services is determined by the number of guest services it has to offer. It is these guest services, which differentiate between the services offered throughout each brand. According to Gerald W. Lattin (2005, p.89-92) hotels refer its guest services as ‘amenities’. He goes on to explain how amenities are designed to bolster the hotel’s appeal, to enhance guests’ stays and to encourage them to return to the hotel.

Marriott International replicates its hotels according to the brand they are representing. And therefore according to Gerald W. Lattin’s theory on amenities, Marriott International uses its amenities to differentiate its brands from one another.

1.2  Brands and Target Markets

Marriott International uses its levels of service as a mode of classification so that it can categorise each of its 16 brands. This enables the organisation to not only establish the products and services, but also the market they are trying to target for each brand. Below is a breakdown of each of these brands:

1.2.1  Full Service Lodging

The full-service lodging classification consists of the following 5 brands:

These are quality-tier full service brands, which provide all guests with a complete service experience, with great emphasis being on the ambiance that is created. You would expect the hotels associated with these brands to provide more amenities than any of its other brands. Its level of service is greater and therefore would justify a greater price. They also cater for the needs of both business and leisure guests.

1.2.2  Select Service Lodging

The select-service lodging classification consists of the following 3 brands:

     

These are moderately priced brands, which cater mainly for business travellers, who spend most of there time away from home. These brands try to replicate a homely ambiance. The Marriott website boasts that there select-service lodging is designed by business travellers for business travellers.

1.2.3  Extended Stay Lodging

The extended-stay lodging classification consists of the following 4 brands:

Just like some select-service brands, the extended-stay lodging brands also cater for the needs of business travellers, but are focused upon those who need accommodation for 5 nights or more and look to provide all the conveniences of a home.

The prices vary from brand to brand. In this type of lodging the Residence Inn and TownePlace Suites brands are moderately priced, when compared to the more expensive option of Marriott Executive Apartments. Accommodation such as this would targeted at business travellers, however, due to the economic slowdown it can also be seen as an affordable option families.

1.2.4  Timeshare

The timeshare classification consists of the following 4 brands:

       

Timeshare is a relatively new area of the industry for international hotel chain operators. Which until recent times it had been considered as the organisation’s next big challenge. With the timeshare industry booming, prior to the slowdown of the economy, Marriott International had invested heavily in its timeshare industry, with the view to becoming the world leader for family holidays.

2.0  A BUSINESS OVERVIEW OF MARRIOTT’S PLAYA ANDALUZA

The Marriott Playa Andaluza is beachfront resort of the Marriott Vacation Club brand located in southern Spain. The Playa Andaluza is found in the region of Estepona, situated on the Costa del Sol and approximately half way between the “Millionaire’s Paradise” of Puerto Banus and the cosmopolitan city of Marbella.

Marriott began its quest into the vacation ownership industry with the MVCI brand in 1984 when it acquired American Resorts, which included several resorts on Hilton Head Island, South Carolina. This brand continues its growth today, with over 41 resorts. The MVCI brand is recognised as the worldwide leader in development, operations, and sales of vacation ownership resorts. An employee handbook titled: Distinguishing Marriott Vacation Club International Brands, states that MVCI currently has over 258,000 satisfied owners and members, which in 2003 brought in record gross revenues of over US$2.1 billion.

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The MVCI brand particularly focuses itself on creating resorts for vacation travelers seeking value, variety, flexibility, and high quality accommodations where inspired associates genuinely provide a lifetime of memorable vacation experiences.

The Playa Andaluza is grouped together in such a brand that has resorts in some of the most desirable destinations around the world, which are located on popular beach, golf and ski destinations.

The property is made up of 5 beautifully designed buildings, of which 4 comprise of 171 elegantly appointed and spacious 2 and 3 bedroom villas. The buildings are all named after popular ...

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