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Al-Munir Hotel and Spa Group

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by

Rachel Chidiac

on 25 November 2013

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Transcript of Al-Munir Hotel and Spa Group

Al-Munir Hotel and Spa Group
Main Idea
Building long-term relationships with guests.
Problems:
The number of guests has fallen by 22%
The group's room occupancy rate has dropped from 81% to 62%
Customer surveys have indicated increasing dissatisfaction with the hotels
The retention rate of guests has fallen from 25% to 8%
Recent reviews have reduced two of the hotel's rating from 4 stars to 3.


Results of Customer Satisfaction Survey:

Category


Score
Location 5
Rooms 4
Amenities 3
Service

2
STaff

2
Information

1
Value for money 3
Small Analysis:
The problems clearly aren't related to the location or the amenities or the value of the money but to the service, the staff and the information
As we can see, the guests aren't coming back, they are really dissatisfied and that's what affected the image of the hotel.
Al-Munir Hotel and Spa Group is an Arab hotel located in Oman and the UAE.
Focus on building better relationship with the customers
1- How can the hotel make guests feel "special" and "highly valued"?

Staff training so that they can understand the guest needs
Recognition of the guest by their name and title.
Welcome letter in the room
Special and personalized services: the customer's interests are noted and taken into consideration (coffee, newspaper, cigarettes.. )
2- What can the group do to a) reward loyal customers, and b) persuade guests who have stayed once to return?
a)
Reward loyal customers
:
Create a reward program with fidelity card giving the guests discounts and other benefits
b)
Persuade guests who have stayed once to return:
Inform the guest via email or message about events, entertainments or professional conferences happening in the hotel
Calling the guest for de-briefing about the stay
3-What can be done to make staff more motivated and customer -orientated in their approach to their work?
Trainings, incentives and hearing what the employee has to say and care about what he says.
4-Up- To-Date Profile of each guest
For each customers, the manager has to ask some questions in order to create a profile and get to know them better.
Some questions they could ask:
How did you find about the hotel?
Have you been in another branch of the hotel?
What would you like us to improve to make your stay better?
5- Maintain the relationship with guests
Email
: Thank them, let them know about their events, birthdays ..
Social Media
: Linked in and Twitter -> take their opinion about their stay
6- Conclusion
With the increase of the retention guests, it would prove that the clients are satisfied and improve the:
hotel image
customer loyalty
Hopefully, the average scores in the next customers satisfaction survey will be better.
Full transcript