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Hotel Analysis and Strategy Insights

Explore the background and marketing strategies of top-tier hotels like The Ritz Carlton, Hilton, and Red Roof Inn. Learn about their unique design and layout concepts, customer service practices, and human resources strategies.

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Hotel Analysis and Strategy Insights

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  1. Hotel Analysis Deja Bingenheimer Andrew Brooks Amir Brown

  2. Background Tier 1 The Ritz Carlton • Founded by Albert Keller who founded and franchised the name in the early 1900’s • Boston, Philadelphia, Pittsburgh, Atlantic City… • In 2000 opened their first official location in Washington D.C. • 2001: First Destination Club property in Aspen Highlands Colorado • 2008 FIrst international Property: Thailand Tier 3 Red Roof Inn • James Trueman opened first Red Roof Inn in Columbus, Ohio • Sleep Cheap & “Hit the Roof” campaign • 1990 - Red Roof Inn offers pools, restaurants, health clubs, etc • 1995 - Franchising Program begins Tier 2 The Hilton Hotel • founded in 1919 by Conrad Hilton • In 1943-first hotel with cold running water and air- conditioning in the public rooms • In 1955 first central reservation office; the Hilton credit card, and pioneers the hotel-airport concept . • Acquired by Trans World Airlines in 1967 • Since the 1980’s the Hilton strives to operate a network of luxury hotels and resorts in the world's major business and tourism capitals.

  3. Marketing Strategy Hilton • Media and print advertising • Collaborates with airlines, car rentals, online platforms etc. • Personal marketing; • Membership reward programs Red Roof Inn • Focused on online and digital marketing • Over 60 million emails sent annually • Local marketing through flyers, rack cards, and billboards The Ritz Carlton • “ The Experience we give, will be the story that we tell.” ~ Albert Keller • Early 20th century: Magazine Ad’s … • 1980’s-1990’s Commercial Ad’s

  4. LOCATION! MAJOR US CITIES INCLUDE: • NEW YORK • ATLANTA • LOS ANGELES • HOUSTON INTERNATIONAL MARKETS: • THAILAND • DUBAI • BALI • LAGUNA NIGEL

  5. HILTON • Design and deliver properties that reflect the unique cultures of their geographical locations. • Global presence and local resources allow for tier level professionals • Programs and resources to ensure properties meet the Hilton standard

  6. RED ROOF INN Tier 3 • Close to an airport, tourist attractions, or both • Purposely located near expensive hotels to provide the cheapest rate

  7. Design & Layout Tier 3 • Smart-by-Design • Free wifi, continental breakfast, coin laundry facility • Upgrades available with flat-screen tvs, spa inspired bathrooms, and wood flooring • Lobby provides a 24/7 guest representative

  8. Design & Layout THE HILTON • Hilton Design Studio (HDS), is an online tool that provides time-saving solution for Hilton owners, operators, and design consultant teams. • Engaging experience in 8 zones: • Location Gallery, Check in, Library, Gathering, Salon Refreshment, and Shop

  9. Design & Layout THE RITZ CARLTON • Private bath in each guest room • Lighter fabrics in the guest room to allow for more thorough washing • White tie and apron uniforms for the wait staff, black tie for the Maître d’ and morning suits for all other staff, conducive to a formal, professional appearance • Extensive fresh flowers throughout the public areas • A la carte dining, providing choices for diners

  10. Customer Service • The Ritz Carlton Destination Club • The Ritz Carlton Residences • The Ritz Carlton Leadership Center

  11. Customer Service THE HILTON • The app lets guests check in on the go, request certain preferences, pick a room and use their smartphones as room keys. • Email, phone, website, Social media for reviews or complaints • International and American customer service help

  12. Customer Service RED ROOF INN • Employees and managers are trained on customer service assistance • 1-800 number provides for reviews or complaints

  13. Human Resources Strategy THE RITZ CARLTON • “We are ladies and gentlemen, serving ladies and gentlemen.” • We do not hire ladies and gentlemen we SELECT them • Praise not punishment Policy: • Open Door Policy • Weekly Staff Meetings • Monthly departmental Meetings • GM Breakfast / HRD Feedback session…

  14. Human Resources Strategy THE HILTON • Training to management and employees in the hotel. • Collects information and analyse the current and future human resource need in the hotel • Provide corporate responsibility programs • Employee’s reward • “Make it Right” program empowers Team Members to go the extra mile to impress their guests

  15. Human Resources Strategy RED ROOF INN • Management and team member training • Management trained by shadowing and classroom training • Team members trained with job aids, manuals, and videos • Benefits provided such as health coverage, paid time off, travel discounts, etc • No diversity initative

  16. Suggestions…? RED ROOF INN • Diversity initiatives • Increased TV advertising to increase awareness • Increased customer service

  17. Suggestions...? THE HILTON • Continue on the path of innovation and incorporating technology in a way to satisfy guest as well as future customers • Holistic approach to continually improving the total customer experience • Quality of its rooms to the personal service provided by employees to the way it empowers guests with technology

  18. Suggestions...? THE RITZ CARLTON • Penetrate Medium Sized US Markets...

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