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MNG10723 Hospitality History Politics and Culture Assessment 3 Report Student Name Excellent Very Good Good Average Poor 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 Fair Poor 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 Poor recommenda recommenda recommendati recommendati recommenda tions as to tions as to ons as to how ons as to how tion as to how your how your your your how your 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 breadth 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, Poor Referencing: consistently uses standard some citations referencing Harvard style, uses correct standard referencing incomplete or technique, correct intext referencing referencing format most of mistakes in several referencing, format intext format the time format mistakes correct 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 brief 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 correct. 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 correct 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 bridge the gap. We want culture, connection, interaction. We want to engage, rather than observe. Learn as opposed to teaching. Explore instead of ignore. http://blog.prco.com/blog/opinion/the-evolution-of-the-luxury-travel-consumer/ 9 Examples of How Accommodation providers are making use of the Home Concept Joe and Joe Accor Hyatt House Home2 Hilton Hotel Indigo IHG Airbnb 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 Airbnb Live in Paris 'home’ https://www.youtube.com/watch?v=1AtjOKph7-k Airbnb Paris https://www.youtube.com/watch?v=BBcKLDUw61w Video clips Jo and Joe http://www.accorhotels.group/en/hotel-development/brands/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 vibrant 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 surroundings 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# 16 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 17 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://boutiquelodging.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, Lobby Rooms Local community Entertainment Technology 20 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 …………………………………………..………….. 21 Design Lobbies 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