Preface
For the assignment ‘Program of Requirements (POR) our team will work together with the Kurhaus. The Kurhaus is located in Scheveningen and belongs to ‘Amrâth’, a Dutch family business. The founder, G. Van Eijl, began investing in office properties back in 1978, and soon after he expanded to bars and restaurants. Later, in 1997, they started the development of the Amrâth hotel chain. The first Amrâth hotel was ‘L’Empereur’ in Maastricht (Amrâth Hotels, 2016).
The conference is for international startups and how startups interact with cities. The DMC was impressed with the site inspection and has made a request to the Sales Manager for a Program of Requirements.
To make sure we meet the wants and needs of our guests, we will use the HEM model with the demand, experience and the hospitality experience.
According to the activities, we organize group transport, accommodation, VIP plan, food and beverage offers, meeting rooms and other facilities and entertainment and free time/social activities. We will also show who is involved in the hotel, who are making the desicions and who is helping with that.
Making the assignment was again a big challange at first but most importantly: we have learned a lot.
Memorandum to Principal
Dear Sales Manager,
Hereby I would like to send you the program of requirement put together for the conference this april.
The choices we made were based on a balance between the demand of our guests, as well as the demand of this business, where we took into account the financial calculations. Our final decisions were a result of a thorough thought process where we wanted to create an amazing experience for our guests, where they are able to have a conference which is arranged down to the last detail.
We have tried to create a diffence between the treatment of non-VIPs and VIPs, without one feeling less or more than the other. The non-VIPs will feel taken care of because of the smooth transfer arrangement and superior rooms, whereas the VIPs are able to enjoy more comfort in their private car, and fastened check-in at the front desk.
We hope to have informed you sufficiently.
Yours sincerely,
Management Team
HEM Model
1.1 Introduction
The guest who will visit the conference are 30 business guest including their partners. In total there will be 60 people joining the conference. This means that we will need to know the demands and the experience of the guest, but also how the guest will be transferred from the airport to the hotel and back, in which rooms they will stay, the food and beverage facilities, entertainment and other requirements.
1.2 The demand
40% of our guests is male and 60% is female, 50% is generation X and 50% generation Y. It is hard to agree on the birth years of the generation X. Most commonly the X generation is described as the people who are born between 1965 and 1979 (Erickson, 2013). The Y generation are today’s 19- to approximately 35 year-old people. The Y generation grew up in a world where mobile phones and internet became a way of living (Bergh and Behrer, 2012). All of the guests are internationals, so Scheveningen is for these guests a new experience because of its unique location.
The objectives and benefit soughts are part of the demand. Why do guests search for a hospitality organisation? For the business guests it is because of the conference rooms they use for specific conferences, the comfort, good service, breakfast and a great high class restaurant, location and to feel extraordinary. For the partners who are joining the conference, they are looking for the ‘relaxing’ facilities while their partners are attending the conference. This contains a spa, wellness and beauty facilities, indoor heated swimmingpool, a sauna and a fitness center for guests only.
1.3 The Experience
The experience can be split up in three seperate parts: service, tangibles and ambiance.
Service
The employees in the hotel are well spoken, dressed, groomed, trained and educated and they fulfil the guests’ wishes at all times.
Tangibles
The guests have some beverage for free; mint and lemon water at the reception/lobby. They are offered fine dining in the French restaurant with sea view, big bedrooms, an art exhibition, theater, conference rooms and bars.
Ambiance
As mentioned before, ‘Royal Haus’ is built in a neorenaissance style in the heart of the boulevard of Scheveningen. The interior of the hotel is very chique and elegant and the hallways and rooms are filled with art. Many famous guests have already visited the Royal Haus, where these guests have shown their gratitude in our Golden Book, which makes it even more special for guests to stay here.
1.4 The Hospitality Experience
The hospitality experience is where the demands meets the experiences. For the conference the demand include the conference rooms, bedrooms, service, food and beverage. In the experience we see that the guest can expect the conference rooms, good service and entertainment, food and beverage and the bedrooms.
For the Hospitality Experience Model (HEM), please refer to appendix 1.
Activities
1.5 Ground transportation
The guests will be picked up from Schiphol Airport Amsterdam, and driven to Royal Haus by coach, which will be provided with light snacks and beverages. The coach is booked with Bookabus. Bookabus is one of the largest coach hire and bus rental booking services in Europe. Whether it is a day trip with 20 people or a large-scale event with 500 people they will make sure that, together with their partners, the guests will get a carefree and high-quality travel experience for their group or event (Bookabus.nl, 2016).
For our VIP’s there will be a private car service, also supplied with light snacks and cooled beverages.
1.6 Accommodation
With regard to an intensive weekend, the hotel will offer a comfortable and luxurious Superior room, with either 2 twin beds, or 1 king bed. These rooms feature complimentary Wi-Fi, minibar, a bathrobe and luxurious bathroom amenities, in addition to our basic package which consists of airconditioning, a safe, a flat-screen TV, a desk, and a Nespresso-machine and teafacilities.
We will arrange for the guests to stay on the same floor nearby each other, to be able to easily meet eachother, as well as near the floor with the conference room.
1.7 VIP Plan
The Royal Haus offers a VIP program for the loyal guests. As part of the “Amrath Hotels”, the guests of Royal Haus have the opportunity to become VIP guests by registering to the loyality program we offer throughout the chain. Moreover, if the guests book a stay in the hotel over ten times, through the hotel official reservation office or website, they have the privilige to be called VIP.
Prior to arrival, the reservations office has to note the VIP preferences to the Back Office, Operators Cabin and the Housekeeping desk. Moreover, the Housekeeping department places all welcome amenities in their rooms. The amenities must reflect a combination of the cultural background of the guest along with the background of the Netherlands (Anon, 2016). As part of the VIP program, the mini bar offers a various selection of premium beverages and snacks.
The business VIP guests have a special treatment at the security desk. They can benefit of perimeter security, alarm systems, personal security, and having both uniformed and plainclothes officer presence (HM Staff, 2011).
1.8 F&B (food and beverage offer)
The guest gets breakfast and lunch offered within the agreed price. Breakfast is served in ‘Quinte & Sens’, during weekdays from 7:00 to 9:00 and in the weekend from 7:30 to 9:30.
Regarding dinner, the guests are free to go wherever they want to go. It is possible to have dinner in the French à la carte restaurant, where they will get 10% discount.
The breakfast buffet contains an international breakfast:
• English breakfast; all ingredients present for a standard English breakfast
• Sandwiches (ham, cheese, tomato etc.)
• Yoghurt
• Cornflakes
• Croissant
• Scrambled eggs, boiled eggs
• Waffles
• Noodles
• Fruit
• Coffee, tea, fresh orange juice, milk, water
After the breakfast, the conference will start. This is at 8:30. Between breakfast and lunch the guests will have a coffee break. During the coffee break we serve the guest light snacks, including home made dutch ‘stroopwafels’ (caramel waffles) and cookies.
At 12:30 there will be an 1,5-hour lunch break. Lunch will be served in ‘Quint & Sens’ where guests can choose between sandwiches, soups, salads and a few warm dishes. On Friday the guests get the ‘streetfood lunch menu’, which is a 2 course menu. The starter is chargrilled oysters and the main course is lobster in a black bun. If there are vegetarian requirements, the hotel asks to be notified at last 24 hours prior to arrival.
Beverage
During the conference the guests are offered a coffee and tea machine and sparkling and plane bottles of water. In the coffee break there are soft drinks and coffee and tea. During lunch it is possible to have smoothies, soft drinks and water. On Friday the guests are offered a glass of wine that fits the streetfood menu.
1.9 Meeting rooms and other facilities
The Royal Haus offers a wide range of meeting rooms for the business guests. These rooms are upgraded with high standards, full technical support and professional equipment. There is also a possibility to book an adjoining room with printer, fax, copier and they will have acces to WiFi in all the rooms. The conference rooms can be set up in different ways: auditorium style which fits short lectures, hallow square style which fits fewer than 40 people and it gives the group leader the opportunity to be in the centre, and lastly there is U-shape style which is preferred for presentations, because it gives a complete overview when used in combination with visual support. The conference rooms are upgraded with an adjoining break area which offers a view of the surrounding area including the sea view which could relax the guests during their coffee / lunch break. The additional equipment, decor and the furnishing of the room will be arranged according to the preference of the guests.
Moreover, the hotel offers a laundry service available 24 hours, and in addition an ironing board could be added to the guest’s room. The rooms are fully equiped with telephones and wake up calls are available for the guests at any time.
1.10 Entertainment and free time/social activities
The Royal Haus offers several entertainment and social activities. Our signature spa is perfect for enjoying the evenings after the long conference days. The guests can benefit from massages, sauna or thermal pool during their stay. As for the social activities, the leisure manager will be at the disposal of the guests 24 hours a day, guiding them in activities around the city including a tour guide that could lead them through the historical places. If guests prefer to dine by the sea or in the center of the city, the hotel offers transportation at a small surcharge and a free off charge map.
At last, Royal Haus hosts theater plays every Tuesday in the lobby area. The guests could enjoy their free time watching a range of dutch actors acting in classic plays, for example: Hamlet. The hotel offers an art exhibition every month. Thereforee, the guests will be able to enjoy the art pieces in the hallways, lobby and restaurants. Considering the location of the hotel, the guests could also spend their evenings by the beach.
2.0 Internal Organisation
2.1 Organisational Chart
(My Hotel, 2016)
2.2 Decision Makers & Key Players
The Director of the Hotel is the General Manager. In the end he is responsible for the final product. His main responsibilities are, referring to the golden triangle, satisfying guests, satisfaying employees and making the owner of the hotel happy by having a good profit.
The Royal Haus is a medium sized hotel with a capacity of 250 hotel rooms.
To satisfy the guests the following Managers are mainly involved in the Conference Organisation:
-Rooms Division Manager
-F&B Manager
-Sales Manager
-Leisure Manager
Rooms Division Manager
As one can see in 2.1 the Rooms Division Manager is responsible for the Front Desk Manager and the Executive Housekeeper.
The rooms have to be cleaned and restocked with bathroom amenities everyday. Responsible for cleaned rooms and clean laundry is the Executive Housekeeper, checking his staff doing a good job.
The other task of the Room Division Manager is the front desk.
The front desk is led by the Front Desk Manager. The front office is the first part of the hotel seen by the guests. Therefore, the front desk is also responsible for the first impression. At the front desk there will be enough employees working to make the check in for 60 guests as comfortable as possible. For the guests’ luggage we will organise bellboys to make sure every piece of luggage is brought to the room by one of the employees and not by the guests themselves.
The front office also includes the concierge. The concierge’s task consists of informing the guests about all the facilities the hotel has to offer, provide the guests with information about the activities outside the hotel and book tickets or reserve tables for them and make sure the transportation of the guests is organised when required. (Job description, 2016).
F&B Manager
The F&B Manager is responsible for Catering, Restaurant, Room service and the Bar, but in this case he also is responsible for organising a restaurant for the whole conference group separate from the other guests. In addition to the restaurants he is also responsible for providing the conferences with small snacks and beverages such as water, coffee and tea. Therefore, the F&B Manager is responsible for changes concerning food and beverages the guests may require.
Sales Manager
The Sales manager is in charge of the final invoice given to the guest organising the conference. Within the invoice he has to check if all wishes are fulfilled.
Leisure Manager
The Leisure Manager is important for the conference because of the free evenings the guests have to spend and because of the 30 partners, who are not involved in the conference. Therefore, the manager has to make sure that there is enough to do in and around the hotel, so the guests can spend their evenings near the hotel. One of the tasks consists of keeping up the spa area.
2.3 On Site
The Room Division Managaar does not have to be on site during the conference because he should have done his tasks prior to the guests’ arrival. But the Front Desk manager has to be there because he is in the frontline of action.
Furthermore, the Executive Houskeeper has to be there to make sure the guests have no complaints about the rooms.
As the Sales Manager makes the invoice it would be nice if he would be there to be one of the employees welcoming the guests so they meet someone familiar. However, for the next days he is not needed anymore.
Because guests’ preferences can change during their visit, the F&B manager is expected to be on site to be able to adopt to those wishes.
Other employees that should be there at all times are a concierge and a facility manager to take care of all technical problems.
Technology & Processes
The Royal Haus is able to provide the full package when it comes to facilities for a conference. The hotel will not only provide the facilities but they will also provide the service that comes with it. If there are any problems with either the technology facilities or with any other facilities, there will be a concierge who can provide all the help needed.
We strongly think it is a very important aspect that all the energy which we used for the conference is sustainable energy.
The Royal Haus will provide the following things for the conference:
• Speakers
• Wide projecting screen
• Beamer
• Microphones
• Rooms with sound-proofing
• Laser pointers
• Laptops
• Wireless WiFi
• Headphones
• White board with markers
• Webcam for guests who could not attend
• Wireless microphones for the delegates
• Light
• Service to print
• Air-conditioning
• Spot lights
• Podium
Extra
The Royal Haus is a hotel that is trying to be as sustainable as possible, however sometimes it is hard to achieve all the goals. “Reduce Reuse and Recycle” is a phrase we often use to express our thoughts.
The Royal Haus as already mentioned we support all the conferences with sustainable energy keeping the environmental and ecological consequences in mind.
The hotel Reduces energy by putting sensors in certain areas in the hotel so only if someone is present the light will switch on. We use this especially in areas which are less used. In unused rooms we do not use airconditioning and heating elements, and we also use LED-lights to save energy. At last, every hotel room has a system which shows how much water you have used in the bathroom.
To Reuse, the hotel has their own water system which filters rain and used water from showers and sinks, to flush the toilets. The hotel also uses most of the trash from the kitchen to make compost and does not use plastic cups, only glass which can be reused.
At last, the hotel Recycles. We stand for sustainablity so we collect all the plastic, cardboard and paper and natural waste to recycle as much as possible. To go the extra mile, every bathroom has build-in toiletries instead of small bottles, which are refillable.
The Unique Selling Point of The Royal Haus is “Reduce Reuse Recycle”
The DMC and the guests will not experience any unhygienic conditions or uncomfort consequencing the reduce of water, energy and waste, which is very importend now-a-days. This USP will give all guests the feeling that the choice of The Royal Haus is not only for the service and location, but also because of the environmental effects.
Appendices
1.11 App. 1: Hospitality Experience Model (Mr. Bakker, 2016)
References
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