Assessment Record form and Marking Grid

FdA Information Systems in Hospitality

Student name: Assessment No: Module Level: Module Tutor:

Martyna Poniewierka
2 4 David Thomson
Module: Assessment Method: Weighting: Date of submission:

Information Systems in Wiki Presentation 50% See AR1

Hospitality
Length: 1250 Words
Learning outcomes Apply the Guest Cycle model to their workplace and evaluate. Evaluate the effective
assessed: use of IT in supporting the Guest Cycle and Quality Management.
Evaluate the effective use of IT in supporting Hotel Revenue Management.
Skills Mapped: Use technical and interpersonal skills and knowledge to propose and evaluate
practical and theoretical solutions to complex problems in the core areas of
hospitality
Recognise and value the centrality of the hospitality consumer and meet and
respond to their needs.
Evaluate and apply, within the hospitality context, appropriate theories and concepts
from the generic management areas.
Feedback
Assessment Criteria Weight Strength Areas of Improvement
%
Analyse the use of Yield /
Revenue Management 40%
techniques in their workplace
Apply the Guest Cycle model
to their workplace and 25%
evaluate.
Evaluate the effective use of IT
in supporting the Guest Cycle 25%
and Quality Management.
Self Presentation – please see
hand in guidelines. Marks will 10%
be deducted for poor use of IT
(hyperlinks, outsources, video
and photography), spelling &
grammar, lack of in-text
referencing and incorrectly
formatted bibliography
Deductions: Late Submission
Deductions : No Front Sheet
Total mark out of 100%

*Subject to ratification at the validating University Subject Board

Assignment Brief

You are required to prepare a WIKI SITE based on real case from industry.

a. Select a hospitality business that you are going to research

b. Present the nature of enterprise.
c. Investigate the property management and other IT systems that the business uses to
support their application of:
a. The Guest Cycle
b. Quality Management
d. Present how would you apply quality management system.
e. With your knowledge of theories propose improvements
f. Word count should not be larger than 1500 words (not including hyperlinks or
copy/past of external material)
g. Direct citation in your pages will not count as your words either.
d. Include a Bibliography as well as in text referencing.
Tips
1. Carefully read through the assignment brief.
2. Before starting, structure your WIKI into chapters which will become then subpages
3. Make sure that you use headings and different text boxes-remember what is important and the
message you want to convey
4. Make text interesting and informative.
5. Embed interesting hyperlinks when referring to resources or examples.
6. Include your own documents and pictures, figures etc.

Hand in Guidelines

PRESENTATION OF YOUR ASSIGNMENT

Your WIKI SITE will be structured as per the formal report requirements.

 Main headlines

 Sub headlines

 The WIKI SITE will use correct paragraphing, formal grammar, tenses and spelling.

 The WIKI SITE will be vibrant supported with web-links, pictures, podcasts and videos.

 The WIKI SITE will be submitted on a Black Board

REFERENCING & BIBLIOGRAPHY

 The Harvard Referencing System will be used conventionally to identify all secondary research
 A conventional and complete Bibliography using the Harvard Referencing will be included.

 It is recommended that for a level 4 module assessment, a minimum of references should include:

o 2 books

o 2 journal articles

o 1 website

 Level 5 & Level 6 modules should represent an increase in the number of references used in

comparison to a level 4 module.

 Please note that you are NOT allowed to include any reference from the Wikipedia website –

your assessment may be adversely graded if Wikipedia features in the referencing or

Bibliography.

 Please see the example below for how a Bibliography should be formatted:

Example Bibliography

Books

 Grbich, C. (2007). Qualitative Data Analysis: an introduction. London, Sage Publications Ltd.

 Hart, C. (2005). Doing your Masters Dissertation. London, Sage Publications Ltd.

Journal Articles

 Abdullah, F. (2006). "Measuring Service Quality in higher education: HEdPERF versus

SERVPERF." Marketing Intelligence and Planning 24(1): 31-47.

 Bignold, D. (2006). "Schooled and Tooled." Caterer & Hotelkeeper 10th August 2006: 23-26.

Websites

"Foundation Degree Facts." Retrieved 05/01/2007, from

http://www.foundationdegree.org.uk/employers/page_23.shtml

WORD COUNT GUIDELINES

 You may go 10% above or below the word count stated in the assessment brief.

o Example: 2500 + 10% = 2750 or – 10% = 2250.

 Tutors will mark the word count stated in the assessment brief (plus or minus the 10% above
or below).

o Example: Tutors will mark to 2750 or 2250 as normal and without penalty.
  Tutors will not continue to mark any work above and beyond the word count in the
assessment brief (plus or minus the 10% above or below). You will be penalised based on the
remaining work being unread and unmarked. You will not receive feedback or marks for this
part of your work.

o Example: if you have written 3500 instead of 2500 you will not be marked on the
additional 750 words and it will not be taken into consideration in the grades or
feedback.

The word count does The word count doesn’t

include: include:
References Tables
Charts
Bibliography
Appendices
Calculations
Title Page & Contents Page

Resubmission of Coursework

In the event that you have been advised that this piece of work needs to be resubmitted, you
are to complete the tasks as above and commentary on how you have changed the Wiki
taking in to account feedback from your first attempt.

Resubmission date will be advised by your tutor – please check for exact date nearer the
time, if this applies to you.
Introduction
This report will look at the business of the Goring hotel , the oldest privately owned 5-
star hotel in London with only 150 permanent staff .The classic British elegance is
mixed with style and quality. The nature of this business is to provide
accommodation and hospitality such as : Bedrooms (71), Catering Felicities,
Conference Felicities etc. Is located in heart of central London near to Buckingham
Palace. See Figure 1 for map reference. The Goring is ranked number two in the list
of Best Small City Hotels in Europe. This Year Goring Hotel celebrate his 100
Birthday of establishment . The Goring was the first hotel in the world to offer
bathroom for every bedroom.

Figure 1

This report will also look at the Property Management System and Information
Technology System which is implemented into the Guest Cycle and Total Quality
System at Goring Hotel.

The Gust Cycle

The flow run of the business at Goring Hotel is divided into four-stage of the guest
cycle. These four stages is shown in Figure 2. The booking system and technology
usage assist in this cycle .
 Figure 2

Pre-arrival

During the pre-arrival stage guest chooses a hotel. His/Her choice can be affected by
many factors such :

 Earlier experience with the hotel

 Advertisement
 Reference from travel agents, friends, family , business associates
 Hotel’s location
 Reputation

Reservation

At this stage guest makes reservation which could be placed on-line, by travel
agent , by phone ,in person.

The Guest need to go through booking procedure and fill up requested question
which include :

 Personal detail (if is a company than company detail) including telephone

number
 Date of arrival
 Planned length of stay
 Special request
 Intended method of payment
 When the reservation is accepted as requested, the reservation record is created
and guest receive his confirmation.

The pre-registration is also available. The guest folio is created for a guest who have
not yet arrived (assigning a specific room and rate for guests).

Arrival

The guest go to front desk where the detail of his/her reservation is checked . The
guest will be asked to proof his identification and confirmation of the booking. If
there is a walk-in customer he will need to first go through reservation stage before
allocating to room. The check-in process is assist by the computer software Fidelio.
After successful completion process guest is given his room card/key.

Occupancy

The priority at Goring is to build good relationship with their guest which is essential
to encourage repeat visits. According to the facts presented in recent article from
caterer and hotelkeeper “the high occupancy rate ei. 75% and repeated occupancy
rate returning of previous guests more than a 100 times”. This facts shows that
Goring provide it service right. Good management organization and prediction based
on collected data and reports have an impact by increasing the room sale. Planning ,
forecasting. Implementing are the important tool at Goring.

Departure

Guest need to leave room by certain time. Bill is send to the guest . At the checking
out desk the bill is paid depends of previous credit arrangements (pay by cash,
credit card , or verify direct billing instructions). Guest is offered transport. Guest
leave.

At this stage the guest history record is crated which than is put to guest history file.

Total Quality Management

Total Quality System was established by W. Edwards Deming. This Management
concept focuses on reducing the errors of service processes to increase customer
satisfaction. This is only possible by making the management chain to co-ordinate
more efficient between departments , modernization of equipment and providing
training for staff . According to The British Standards Institute who defined quality
system as “ all activities through the needs and expectations of the customer and the
community, and the goals of an organization, are satisfied in the most efficient and
cost effective way by maximizing the potential of all employees to improve their job”
(Boaden, 1997). That means that the Quality Management System is management
practice which is customer oriented and is regularly improved in all of the
organization areas. Quality management is based on three elements: quality control,
quality guarantee and quality improvement and is supported by management
functions of people, processes and systems.

As mentioned before the Goring is an independent hotel owned and run by the
Goring Family. The characteristic position in the Hotel is shown in Figure 3

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Figure 3

The Goring Hotel encompasses by the use of Property Management System Opera
together with the Yield Management System in delivery the quality of service to the
customer. The application of the system is used through the following reservation
systems to increase front-office efficiency, EPOS ,purchasing system recipe costing
systems making F&B management more proficient. This system applies to the
following departments:

 Marketing and Sale

 Accounting
 Night Auditing
 Human Resources
 Security
 Housekeeping
 Maintenance
 Floor Service

The use of PMS at Goring show the interaction between departments which is
demonstrated by the following example Night Auditing

 Night Auditing use information technology system registration record to

reconcile all the business transaction of the hotel including the room
occupancy this means the amount of the guest that will arrive or depart at
any one time . This means they can alert reception if there are a large
number of guests/party (ie. after wedding or conference) to organized
staffing level to facilitate efficient check out or converse housekeeping
where a large party of guests are impending.

 Another example of the interaction will be between the front desk and
Food and Beverage management where large party of guests /VIPs are on
limited occupancy ie. Bed and Breakfast or holiday period. This helps with
both financial and quality control/ staffing stock levels.

This System will only work if the interaction between the departments ensure that the
staff who use the system know that the information that they get is passed on to
relevant department and the staff there know what they have to use it for to help this
process regular monitoring by the Goring’s management and regular inter
department meetings are held to update/educate continual quality of service are
provided to customer satisfaction.

Quality of Service
In the Hospitality Industry “quality “ is related to customer needs. This needs are
their expectation of the service or product that they will experience. When the service
business meet customer expectation it is mean that the quality have been delivered .
The Quality can exist at any level of the service. Quality combine the tangible and
intangible elements.

The tangible/intangible elements of the service quality at the Goring Hotel are the
facilities’ that the guest have for use (some of them are listed below) :

 24h room service

 Restaurant and Bar
 Private dining room
 Leaning and mending services
 TV suited room
 Internet access 24h
 Membership to local health club
 Elegance , Luxury, friendly atmosphere , stylish comfort hotel
 And much much more…

Use of telephones , television and IP-based System have helped to improved guest
service.

Service quality is measured by what the customer expect against the Goring as
provider which is a 5 AA red star with the whole host of awards which include :

The Independent Hotel of the Year at the 2009 Catey

Awards
  Top Hotel in London 2005,’06,’07
 Top Hotel in London- World’s best service 2007
 Top 100 Hotels in the world
 Best British Restaurant – Award Winning Hotel Restaurant

The quality of service at Goring hotel is measured by a variety of methods including :

 Reliability of service
 Assurance of service
 Responsiveness to customers demands
 Empathy with customer needs

Another methods include :

 Mystery guest
 Hotel Guest feedback

One disadvantage of the above that the knowledge becomes prominent after the
guest departure.

One of the methods to collect the feedback from customer is by checking out them
customer is given a form which can be either electronic or manual filled up about
hotel service.

Conclusion
The use of the technology and IT System which are implemented into Manager
System at Goring speed up the information and communication process between the
departments .Therefore enables manager ,department heads and staff generally to
be more efficiently in carry out their duties and benefit customer service. Quality of
service is an continuing ongoing process that is measured through variety of
methods but one of the most important method is the personal touch.

Recommendation
The Technology use in almost each aspect of our life expand rapidly. IT Systems ,
Software are used in most of the businesses. They help to coordinate work and
provide more reliable and efficiency service to the customer. New innovations are
introduce to the market to speed up the work process-time is money .New technology
include hotel technology new generation is the latest type of interface software which
if use by individual hotel businesses will allowed a seamless exchange of data
between the independent hotels. Continual education and training of staff in a new
system is also a paramount recommendation.

Bibliography
Books

Asher, M. (1996) Managing Quality in the Service Sector, Kogan Page, Londo

Bardi , J.(2007) Hotel Front Office Management. 4th ed. Canada: Willey

Lackwood, A. and Jones, P. (2004) The Management of Hotel Operations. London:

Thomson

Medlik, S., Ingram, H. (2000) The Business of Hotels .4th ed. Oxford : Butterworth
Heinemann

Rutherford, G.D. (2002) Hotel Management and Operations . New York :John Wiley
& Sons

Journals

Harmer , J .(2010) All in The Family, Caterer and Hotelkeeper , pp 20-26 .

Parasuraman, A., V. A. Zeithaml, and L. L. Berry (1998). SERVQUAL , A multiple

item scale for measuring consumer perceptions of service quality. Journal of
Retailing, Vol. 64 No. 1, pp.12-37.

Websites

http://www.thegoring.com (access at 23 March 2010 )