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...

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? Important - think Experience  You are thinking in the context of Experiential Marketing…  Key Concepts of Experiential Marketing  SENSE, FEEL, THINK, ACT and RELATE  The Experience-Oriented Organization 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? Definitions • Background to business The business for which you are consulting for. It can be existing or one you created . • 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. Suggested structure • 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 • Recommendations 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 ? Creating the Home experience for your business  Consider all aspects: Food  Service  Interior Design: Décor, Music, lighting , Colors, Art, furniture, Lobby  ooms Local community  Entertainment  Technology 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 service •Home as connection to loved ones Wi-Fi •Home as warm and friendly Communal tables Tourism Australia… The Experience