The internet has made things not only possible but convenient as well. In the recent past, a big rise is seen in the online reservations and shopping in the hospitality sector (Web Design, 2013). It is now a common phenomenon to see consumers visit the websites of service providers directly or indirectly using the search engines of different vendors, looking for what they require (Hotelogix, 2012). While this growing trend has prompted website administrators to provide consumers with their online reservation facilities, the flexibility, complexity, and inconvenience sometimes associated with the online reservation have been a major downfall (Web Design, 2013). For customers of the Seasonal Residence at Alma, such reservation complexities should be made easier to offer them a flexible and convenient system. The simplicity of online reservation will also go a long way in helping the Seasonal Residence at Alma operate more efficiently (Hotelogix, 2012).
Furthermore, if reservation is made online either through the Alma Seasonal Resident website or via a third party website (such as Booking.com), the process could be more efficient not only to the customer but the hotel management as well. The consumers will have the luxury of planning their vacation in advance and booking their preferred residential rooms with little hustle. They can also modify or cancel their reservations with significant ease. For the hotel management, offering the consumers the conveniences of online content and hotel functions help save time and headache involved in responding to the numerous customer inquiries regarding the costs and variety associated with their services. Hotel management is also able to disseminate information, efficiently handle online payments, and keep closer contacts with its clients whose patronage, goodwill, and privacy it strives to protect. Therefore, providing exceptional online service coupled with adequate round the clock customer care will positively impact the Seasonal Residence at Alma profitability.
For marketing purposes, the Seasonal Residence at Alma should opt to use direct marketing channels strategy to increase its margin and attract potential consumers from the competitions. The goal of this approach should, however, focus on keeping its existing customers while inviting new customers by providing the convenience of hotel rooms at ‘just the right price’ or less expensive to the customers (Lohman, 2012). Because the direct pricing strategy has the power to convert newly attracted customers into loyal, committed consumers, it should be undertaken with comprehensive customer collaboration and complete market understanding. To achieve this objective, the direct marketing strategy should incorporate elements of clearly communicated messages of commitment to customer satisfaction and affordability (Lohman, 2012).
Another benefit of a direct marketing channel for Alma would be the stabilization of rates and keeping the proposed prices under control. Since there would be no intermediaries between the hotel and the customer, extra charges associated with third-party commission fee will be absent, and the resulting prices will be at rates affordable to the consumer (Hotelogix, 2012). In boosting sales, studies show that there is a strong link between situational influences, sales, and the customer perception of the store image as presented through the physical attributes of the place. For instance, Shim and Kotsiopulos (1992) and Morchett et al. (2005) found that the shopping willingness and characteristics of a consumer are influenced and in most cases determined by store image perception such as premise aural and tactile atmosphere (Du Preez, Visser, & Janse Van Noordwyk, 2008). Agatz, Fleischmann, and Van Nunen further show that direct strategies of supply chain management issues have particular augmentation impact to the Internet fulfillment of a company’s online activities in this current multi-channel environment. For instance, the direct marketing strategy employed by Alma played a significant role in securing a more than eight in the ten room bookings in the hotel. It is also attracted 20% of the total bookings directly from third party channels (mostly the Online Travel Agency [OTA] and the Global Distribution System [GDS]). The direct channels employed the firm included property direct, voice, and brand.com (Agatz, Fleischmann, & van Nunen, 2008).
Under the store image model, Seasonal Residence at Alma should hire friendly staff to boost their market performance. The staff should be friendly, courteous, and helpful. They should also be willing to perform above and beyond their job description. For outstanding customer service, employee training and education should be conducted by Hotel Alma with a particular focus in fields such as customer service and hospitality. Studies show that proper and timely employee training in addition to providing quality services to customers, also help in the acquisition of competitive advantage in the market (Lohman, 2012). The Residence at Alma should, therefore, train its employees on both core competencies and intellectual skills. Basic skills are pertinent in aiding the employees perform their jobs diligently and better while intellectual skills such as training in the use of technology help employees keep abreast with the changes in the sector (Chopra, 2015).
The store image model also places significant emphasis on business physical characteristics (Pervaiz & Khan, 2015). Because of this, the Seasonal Residence at Alma should maintain a pleasant appearance of its building in such spaces as the entrance and lobby. The hotel exterior should look appealing to customers because it influences the perception of the customer regarding the hotel and the service provided (The Cotton University, 2016). Under this model, the business display image as reflected in elements such as physical appeal can help attract the initially non-potential customers and promote sales in the process (Du Preez, Visser, & Janse Van Noordwyk, 2008). It is also an important carrier and disseminator of information as it can mirror the brand business concept, highlight the company culture, deepen the consumer understanding of the level of the service quality offered and enhance the added value of the product offered (Pervaiz & Khan, 2015; The Cotton University, 2016). The Hotel entrance and the lobby area of the Seasonal Entrance at Alma should, therefore, reflect the business brand and echo the clean environment the hotel has to offer. Thus, the hotel management should maintain absolute cleanliness and neatness in these areas all times. During winter, for instance, the management at Hotel Alma should ensure that snow is not left to accumulate at the hotel entrance and lobby through regular cleaning and shoveling.
References
Agatz, N. A., Fleischmann, M., & Van Nunen, J. A. (2008). E-fulfillment and multi-channel distribution – A review. European Journal of Operational Research, 187(2), 339-356. doi:10.1016/j.ejor.2007.04.024
Chopra, B. (2015, August 31). Importance of Training and Development in an Organization. Retrieved March 22, 2016, from http://articles.economictimes.indiatimes.com/2015-08-31/news/66070609_1_new-employees-development-sales-training
Du Preez, R., Visser, E., & Janse Van Noordwyk, H. (2008). Store Image: Toward a Conceptual Model Part 1. SA Journal of Industrial Psychology, 34(2). doi:10.4102/sajip.v34i2.721
Hotelogix. (2012, December 24). The many benefits of online reservation system | Hotel Hospitality Industry Current & New Trends & Latest News. Retrieved March 22, 2016, from https://hotelmanagementsoftware.wordpress.com/2012/12/24/the-many-benefits-of-online-reservation-system/
Lohman, D. (2012, December 3). Effective pricing strategies that improve customer loyalty. Retrieved March 22, 2016, from http://newhope.com/blog/effective-pricing-strategies-improve-customer-loyalty
Pervaiz, A., & Khan, M. (2015). Elements of Supermarket Image Influencing the Purchase Intentions of Youth in Pakistan. Journal of Marketing and Consumer Research, 14. Retrieved from http://www.iiste.org/Journals/index.php/JMCR/article/viewFile/24865/25468
The Cotton University. (2016). Physical Elements for Building Store Image. Retrieved March 22, 2016, from http://cottonuniversity.org/library/papers/physical-elements-for-building-store-image/
Web Design. (2013, July 10). The Rising Benefits of Online Reservations Software for Hotels. Retrieved March 22, 2016, from http://www.gracesoft.com/blog-1/bid/148976/THE-RISING-BENEFITS-OF-ONLINE-RESERVATIONS-SOFTWARE-FOR-HOTELS
Zhou, Y. (2015). The Application of Image Elements in the Clothing Store Display. Paper presented at International Conference on Education, Management, and Computing Technology (ICEMCT 2015), Jiangxi Institute of Clothing Technology. Retrieved from http://www.atlantis-press.com/php/download_paper.php?id=24106
