Answer To: Hospitality: History, politics and culture Hospitality: History, Politics and Culture Week...
Soumi answered on Oct 01 2020
HOSPITALITY MANAGEMENT
ASSESSMENT 3: REPORT
[IMPLEMENTING THE CONCEPT OF HOME TO MARKET HOSPITALITY SERVICES OF A COMMERCIAL ACCOMMODATION: IN CONTEXT OF THE URBAN NEWTOWN, SYDNEY]
Executive Summary
The concept of home is based on the fact that home is where a person is able to live comfortably, happily, safely and securely for a prolonged period. Besides, it also encompasses coming back of the person to that particular place repeatedly. Incorporating this concept into the marketing of the hospitality services offered, hospitality organisations at present, are trying to make their commercial accommodations into a home for their visitors. Therefore, it is a very welcoming change that is attracting more and more visitors to these particular hotels, as a result increasing their popularity as well as profitability. Hence, the study has been conducted in context of The Urban Newtown of Sydney, Australia, which although implements the concept homeliness into their services; however, could improve these by implementing the recommendations presented in this report. The recommendations have been provided in terms of using the area around the hotel for vegetables and fruits cultivation, as well as for facilitating amenities for long-term stay options.
Table of Contents
Introduction 4
Background to The Urban Newtown, Sydney 4
Conception of Home 5
Concept of Home being implemented by Commercial Accommodation Providers 6
Establishing the Home Experience for The Urban Newtown, Sydney 8
Conclusion 8
References 9
Introduction
Hospitality services are subject to quality and comfort, both of which are highly sought by the visitors, when they visit any hospitality organisation. Therefore, travelling is an experience that calls for enjoyment, relaxation as well as experiencing pleasurable moments with own family. However, as has been seen in the contemporary travel and tourism contexts, luxury hotel organizations are focusing more on luxurious, lavish experiences, which although have a high comfort level; nevertheless, lack the ‘homely’ factor that otherwise, makes the guests feel more welcomed. Moreover, luxurious hospitality services are not preferred by many due to unaffordability of the extremely costly services in an environment of growing economic crunch. Keeping these in mind, at present, a number of urban hotels or hotel groups are venturing towards the inclusion of the concept of home into their hospitality services, which has been critically analysed in this report, along with recommending home strategies for The Urban Newton, Sydney.
Background to The Urban Newtown, Sydney
The Urban Newtown is a contemporary hotel, located at the busy street of Newtown in Sydney near a sub-urban area towards its west. The placement is only 6 km from the New South Wales Art Gallery and 4 minutes’ walking distance from the Newtown Railway Station (The Telegraph, 2018). The location of the hotel has rendered it the quality of having a serene atmosphere that is liked by most of the guests. Its design is smart and sleek architecture easily draws attention of the customers, which is an added advantage. Its target customers belong to every group of people and to all age groups.
However, the aspects those make it different and more popular than its counterparts are the facts that the hotel is based on the concept of subjecting the guests into a homely environment and that it provides all the basic facilities that one can find or expects to receive in their homes (The Telegraph, 2018). High Quality display televisions, rainfall showerheads, small cosy kitchens, free Wi-Fi, bunk beds for children, sofa-cum-bed and the setting of a 2-bedroom-hall apartment are the most noteworthy features of this hotel. Apart from these, there is a play area for the children, a garden in the lobby, parking area, laundry facilities for the guests and the major attraction of providing complimentary beer and wine tasting package as well as boutique eatery joints (The Urban Newtown, 2014).
Figure 1: The Cosy Rooms in The Urban Newtown
(Source: The Urban Newtown, 2014)
Besides, another aspect, that renders it more feeling of a home, is the fact that it has a relaxed ambiance, despite being so near to the city. Hence, all these qualities of the hotel have depicted that The Urban Newtown has been able to provide its visitors with a classy, yet homely experience, where they would not miss the comfort of their home, but also will not have to give into the luxurious experiences that one usually avoids when they want to escape from the daily hassles of the city. Therefore, in order to sustain their competitive advantage, they also need to sustain and improve their implementation of home concept.
Conception of Home
Home, in a very basic sense, can be explained as that place, where an individual lives and grows. A person gets shelter, food, water, safety and security in their home. As supported by Harzing and Pudelko (2016), it is that comfortable place, where...