Contents:
I. Apart-otele
Los Olivos ***
Description
II. Characteristics of Los Olivos Product
III. Human Resources and Organizational
Structure of Los Olivos
IV. Working
Conditions
V. Training Duties
VI. Carrying out of Research
VII. Mission and Positioning
of Los Olivos
Conclusion
I.
apart-otele Los Olivos *** Description
Urb Playa Faã‘abe,
Adeje , Tenerife, Spain (Fig. 1)
Distance to
Amenaties
- Beach - 100m , Golf Course - 5000m , Public Transport - 400m.
Enviromental
Info -
Sandy, Sun loungers, Parasols.
Hotel Type
Info -
Apartment complex.
The LOS OLIVOS HOTEL has a 3 star rating. It is an optimum choice for the
majority traveling frequently. It is one of the of the hotels most widespread
all over the world.
Built in 1995,
this complex was renovated in 2000, and offers a total of 191 apartments/studios.
Built in true European style, it has whitewashed walls, wrought iron railings
on the windows, ochre-colored roof tiles and a pretty central courtyard full of
plant pots and decorated with chairs and coffee tables. Guests are served under
palm trees and there is a lovely bar from where a stone well can be seen.
Guests are offered an 800-m² garden.
Closest health
centre, 100 M. Bus station, 1 KM. Fair/show area, 1 KM. Taxi rank, 100 M. Nearest sports area, 2 KM. Chemist, 100 M. Petrol station, 1 KM. Residential area, 3 KM. Quiet area, 3 KM. Next to a wooded area and a shopping area.
Room Facilities are the following - Bathroom, Direct Dial telephone,
Kitchenette, Safe, Balcony.
Numbers are single or double both with one big bed, and with separate
ones. There are three-local numbers for parents with the child: it is a double
room with an additional bed or with a displayed sofa. (Fig. 2)
The
cozy rooms at Los Olivos hotel
have a sunny atmosphere, combining sofas, armchairs, jugs full of flowers, headboards,
bedspreads, curtains and rugs in different modern designs. (Fig. 3)
The front 2
also have balconies with views over crop fields and the olive groves that give
the hotel its name.
The rooms are distributed around the large central courtyard and some
have wonderful views. (Fig. 4)
Services
- Bar-s,
Fresh Water Pool, Sunbathing Terrace.
Hotel Los Olivos has a bar-cafe for hotel guests,
that serves breakfast from 08:00 to 11:00.
II. Characteristics of Los Olivos product
Fig. 5
Characteristics of Los Olivos product
Specificity of hotel services:
1. Continuous character (the hotel should work continuously).
2. A
necessary reserve of a fixed capital (cause of non-uniform demand).
3. Uniformity of services.
4. If the basic part of the service enterprises provides constantly
living, hotel - visitors, therefore the hotel should render a complex of
personal services.
5. Serving living, the hotel does not resort to the help of other organizations.
Hotel services are subdivided into:
- Information;
- Public catering;
- Trading;
- Household;
- Bank;
- Health service;
- Cultural - sports service.
Sale of a hotel product depends not only on the personnel of hotel, but
also on internal quality of a hotel product (convenience, comfort, culture, a
level of service, image of hotel). Sale appreciably depends on tour operators
and travel agents, marketing decisions (including on fixing of the price), on
presence of transport and transport messages, on a site of hotel and weather,
an environment and recreational, cultural - historical opportunities of region,
on image of the country, district, and also on the presence and quantity of
competitors.
Los Olivos is the modern tourist complex (complete-service
hotel) which has the significant material and technical base providing a set of
the complex-service, centralized service of tourists, having a rest, travelers.
A plenty of components of a material and technical base of Los
Olivos
testifies to its significance and complexity. The full list of all material and
technical base of Los Olivos contains in its passport, which is
being the help document.
Buildings, constructions, electro-, gazo- and water supply systems, the
systems which are included into Los Olivos structure, are incorporated into the
following groups.
1. Administrative buildings - 1.
2. Sleeping (actually hotel) buildings - 2.
3. Buildings of the enterprises of a feed sphere (restaurants, dining
rooms, etc.) - 1.
4. Buildings of the centers of leisure and cultural service
(entertainment) - 1.
5. Sports constructions -1.
6. House-keeping buildings - 1.
7. Engineering constructions, networks, and the equipment - 1.
8. Apartment houses (hostels) - 2.
Services:
- Common areas heated/air conditioned: central heating, air conditioning.
- 24 hour room service.
- Television room.
- Public telephone.
- Valuables service.
- Wi-Fi Free
Other facilities:
- Garden/terrace.
- Private car park.
- Terrace.
- Lounges.
- Courtyard.
The Los Olivos rooms (services) of various functional purposes are combined
in one building, and also are blocked in united constructions by transitions,
galleries, etc.
The subsidiary services and rooms of the Los Olivos hotel, directly serving
tourists, are the following:
- A left-luggage office / 1;
- A house-keeper warehouse / 1;
- Technical workshops /1;
- Objects of rendering of the personal services (repair and cleaning of
footwear, repair and ironing of clothes, urgent washing and a dry-cleaner,
hairdresser's) /1 /1;
- Boothes (chemist's, newspaper, souvenir, perfumery goods) / 1;
- Point of a currency exchange /1;
- Rooms of the attendants (on floors) / 3;
- Rooms for administration / 4;
- Stations of rendering of various additional and sports services (a billiard
room, a sauna, tour-cabinet, library, a rental agency sports, etc.) /1.
Realization of Los Olivos product,
thus, demand for high professional skill, art of strategic and operative
management, high spiritual culture, the best human qualities and high training
of the personnel of Los Olivos.
III. human resources and Organisational
structure of Los Olivos
The administration bears responsibility for operation of Los
Olivos. Among
the major questions concerning to these - creation of collective culture. The
favorable organizational climate has positive influence on perception of
service by clients and serviceability of employees. Clients perceive received
service much better in a friendly atmosphere. The supreme key element is the initiator
of occurrence of the corporate culture which unites all parts of industrial
structure of the enterprise down to the basis.
The organizational
structure of Los Olivos can be
presented in the following scheme: (Fig.
6)
The administrative service is responsible for the organization of
management by all services of a hotel complex, solves financial matters,
questions of personnel maintenance, is engaged in creation and maintenance of
necessary working conditions for the personnel of hotel, supervises observance
of the established norms and rules on a labour safety, the safety precautions,
fire-prevention and ecological safety.
The structure of service includes secretary, financial service, personnel
service, the ecologist, inspectors on a fire safety and the safety precautions.
General
managers have overall responsibility for the operation of the hotel.
Within guidelines established by the owners of the hotel or executives of the
hotel chain, the general manager sets room rates, allocates funds to
departments, approves expenditures, and ensures expected standards for guest
service, decor, housekeeping, food quality, and banquet operations. Managers
who work for chains also may organize and staff a newly built hotel, refurbish
an older hotel, or reorganize a hotel or motel that is not operating
successfully. In order to fill entry-level service and clerical jobs in hotels,
some managers attend career fairs.
Resident
or hotel managers are responsible for the day-to-day operations of
the property. In larger properties, more than one of these managers may assist the
general manager, frequently dividing responsibilities between the food and
beverage operations and the rooms or lodging services. At least one manager,
either the general manager or a hotel manager, is on call 24 hours a day to
resolve problems or emergencies.
Assistant
managers help run the day-to-day operations of the hotel. In large hotels,
they may be responsible for activities such as personnel, accounting, office administration,
marketing and sales, purchasing, security, maintenance, and pool, spa, or
recreational facilities. In smaller hotels, these duties may be combined into
one position. Assistant managers may adjust charges on a hotel guest’s bill
when a manager is unavailable.
An
Executive Committee made up of a hotel’s senior managers advises
the general manager, assists in setting hotel policy, coordinates services that
cross departmental boundaries, and collaborates on efforts to ensure consistent
and efficient guest services throughout the hotel.
The
Committee is comprised of the department heads for housekeeping, front office,
food and beverage, security, sales and public relations, meetings and conventions,
engineering and building maintenance, and human resources. Executive committee
members bring a different perspective of guest service to the total management
objective reflecting the unique expertise and training of their positions.
Executive
housekeepers ensure that guest rooms, meeting and banquet rooms, and
public areas are clean, orderly, and well maintained. They also train, schedule,
and supervise the work of housekeepers, inspect rooms, and order cleaning
supplies.
Front
office managers coordinate reservations and room assignments, as well as
train and direct the hotel’s front desk staff. They ensure that guests are
treated courteously, complaints and problems are resolved, and requests for
special services are carried out. Front office managers may adjust charges
posted on a customer’s bill.
Convention
services managers coordinate the activities of various departments
in larger hotels to accommodate meetings, conventions, and special events. They
meet with representatives of groups or organizations to plan the number of
rooms to reserve, the desired configuration of the meeting space, and banquet
services. During the meeting or event, they resolve unexpected problems and
monitor activities to ensure that hotel operations conform to the expectations
of the group.
Food
and beverage managers oversee all food service operations maintained by
the hotel. They coordinate menus with the Executive Chef for the hotel’s restaurants,
lounges, and room service operations. They supervise the ordering of food and
supplies, direct service and maintenance contracts within the kitchens and
dining areas, and manage food service budgets.
Catering
managers arrange for food service in a hotel’s meeting and convention
rooms. They coordinate menus and costs for banquets, parties, and events with
meeting and convention planners or individual clients. They coordinate staffing
needs and arrange schedules with kitchen personnel to ensure appropriate food
service.
Sales
or marketing directors and public relations directors oversee the
advertising and promotion of hotel operations and functions, including lodging
and dining specials and special events, such as holiday or seasonal specials.
They direct the efforts of their staff to purchase advertising and market their
property to organizations or groups seeking a venue for conferences,
conventions, business meetings, trade shows, and special events. They also
coordinate media relations and answer questions from the press.
Human
Resources Directors manage the personnel functions of a hotel, ensuring that
all accounting, payroll, and employee relation matters are handled in compliance
with hotel policy and applicable laws. They also oversee hiring practices and
standards and ensure that training and promotion programs reflect appropriate employee
development guidelines.
Finance
(or Revenue) Directors monitor room sales and reservations. In addition
to overseeing accounting and cash-flow matters at the hotel, they also project
occupancy levels, decide which rooms to discount and when to offer rate
specials.
The administration of Los Olivos established such system and style of
management which correspond to the character of the enterprise most of all. It
allows the administrators to choose various tactical receptions in compliance
with situation.
Los Olivos administration preaches style of
flexible regulation and friendliness, complaints and problems of clients which
can quite be solved in positive conditions. However, the sense of measure is
extremely important in this case. If the liberal approach displays in all that
concerns operation of business, clients can think, that the management does not
undertake sufficient measures in order to carry business properly, and will
prefer, according to negative impression, not to address any more to services
of Los Olivos.
iV. Working
Conditions
Computers
are used in Los Olivos extensively by lodging managers and their
assistants to keep track of guests’ bills, reservations, room assignments, meetings,
and special events. In addition, computers are used to order food, beverages,
and supplies, as well as to prepare reports for hotel owners and top-level
managers. Managers work with computer specialists to ensure that the hotel’s
computer system functions properly. Should the hotel’s computer system fail,
managers must continue to meet the needs of hotel guests and staff.
Because Los Olivos is open
around the clock, night and weekend work is common. Many lodging and hotel
managers work more than 40 hours per week, and may be called back to work at
any time. Some managers of resort properties or other hotels where much of the
business is seasonal have other duties on the property during the off-season or
find work at other hotels or in other areas.
The
obtained assistant of PR-manager experience of coordinating included a wide range
of activities. At larger hotels, they also carry the burden of managing a large
staff and finding a way to satisfy guest needs while maintaining positive attitudes
and employee morale.
Conventions
and large groups of tourists may present unusual problems or require extended
work hours. Moreover, dealing with irate guests can be stressful. The job can
be particularly hectic for front office managers during check-in and check-out
times. Computer failures can further complicate processing and add to
frustration levels.
Employment of lodging and hotel managers is expected to grow
about as fast as the average for all occupations through 2014. Additional job
openings are expected to occur as experienced managers transfer to other
occupations or leave the labor force, in part because of the long hours and
stressful working conditions. Job opportunities are expected to be best for
persons with college degrees in hotel or hospitality management.
Renewed
business travel and domestic and foreign tourism will drive employment growth
of lodging and hotel managers in full-service hotels. The numbers of
economy-class rooms and extended-stay hotels also are expected to increase to accommodate
leisure travelers and bargain-conscious guests.
An
increasing range of lodging accommodations is available to travelers, from
economy hotels which offer clean, comfortable rooms and front desk services
without costly extras such as restaurants and room service, to luxury and
boutique inns that offer sumptuous furnishings and personal services. The
accommodation industry is expected to continue to consolidate as lodging chains
acquire independently owned establishments or undertake their operation on a
contract basis.
The
increasing number of extended-stay hotels will moderate growth of manager jobs
because these properties usually have fewer departments and require fewer
managers. Also, these establishments often do not require a manager to be
available 24 hours a day, instead assigning front desk clerks on duty at night
some of the responsibilities previously reserved for managers.
Additional
demand for managers is expected in Los Olivos too, so as it is the full-service hotel offering restaurants, fitness
centers, large meeting rooms, and play areas for children. Among other
amenities it will continue to provide many trainee and managerial opportunities.
Median annual earnings of lodging managers were $37,660 in
May 2004. The middle 50 percent earned between $28,640 and $51,030. The lowest
10 percent earned less than $22,680, while the highest 10 percent earned more
than $72,160. Median annual earnings for lodging managers in traveler
accommodations were $37,420.
Salaries
of lodging managers vary greatly according to their responsibilities and the
segment of the hotel industry in which they are employed, as well as the location
and region where the hotel is located. Managers may earn bonuses of up to 25
percent of their basic salary in some hotels and also may be furnished with
meals, parking, laundry, and other services. In addition to providing typical
benefits, some hotels offer profit-sharing plans and educational assistance to
their employees.
Other occupations concerned with organizing and directing a
business in which customer service is the cornerstone of their success include
food service managers, gaming managers and community association managers.
V. Training Duties
In the administration
department of LOS Olivos, I’ve presented, were 30 permanent employees.
Hotels
increasingly emphasize specialized training. Postsecondary training in hotel,
restaurant, or hospitality management is preferred for most hotel management positions;
however, a college liberal arts degree may be sufficient when coupled with
related hotel experience or business education. Internships or part-time or
summer work experience in a hotel are an asset to students seeking a career in
hotel management. The experience gained in Los Olivos and the contacts made
with employers can greatly benefit me after graduation. Most degree programs
include work-study opportunities.
Hotel
management programs include instruction in hotel administration, accounting,
economics, marketing, housekeeping, food service management and catering, and
hotel maintenance engineering. Computer training also is an integral part of
hotel management training, due to the widespread use of computers in
reservations, billing, and housekeeping management.
The PR- managers must be able to get along with many different types of people,
even in stressful situations. They must be able to solve problems and concentrate
on details. Initiative, self-discipline, effective communication skills, and
the ability to organize and direct the work of others also are essential for
managers at all levels.
It
was very useful for me to take this trainee course in the Los
Olivos. Persons wishing to make a career in the hospitality industry may
be promoted into a management trainee position sponsored by the hotel or a
hotel chain’s corporate parent. Typically, trainees work as assistant managers
and may rotate assignments among the hotel’s departments - to gain a wide range
of experiences. Relocation to another property may be required to help round
out the experience and to help grow a trainee into the position.
Work
experience in the hospitality industry at any level or in any segment, including
summer jobs or part-time work in a hotel or restaurant, is good background for
entering hotel management. Most employers require a bachelor’s degree with some
education in business and computer literacy, while some prefer a master’s degree
for hotel management positions. However, employees who demonstrate leadership
potential and possess sufficient length or breadth of experience may be invited
to participate in a management training program and advance to hotel management
positions without the education beyond high school.
Larger hotel or motel chains may offer better opportunities
for advancement than small, independently owned establishments, but relocation
every several years often is necessary for my advancement. The large chains
have more extensive career ladder programs and offer managers the opportunity
to transfer to another hotel or motel in the chain or to the central office.
Career advancement can be accelerated by the completion of certification
programs offered by various associations. These programs usually require a
combination of course work, examinations, and experience. For example,
outstanding lodging managers may advance to higher level manager positions.
As a Representative of the hotel to Russian guests I had to
provide hotel conventions policy. A comfortable room, good food, and a
helpful staff made my being away from home an enjoyable experience for
vacationing. In Los Olivos lodging
managers help their guests have a pleasant stay by providing many of the comforts
of home, including cable television, fitness equipment, and voice mail, as well
as specialized services such as health spas. For business travelers, lodging managers
often schedule available meeting rooms and electronic equipment, including
slide projectors and fax machines.
Managers are responsible for keeping their establishments
efficient and profitable. Los Olivos is a small establishment
with a limited staff; the manager may oversee all aspects of operations. Managerial
duties vary significantly by job title.
The employee
engaged in Los Olivos, in Public Relations management should know all
thoroughly about hotel and its potential customers. It was my duty to get the guests in
knowing of the following data if necessary. If cancelled up to 1 day before the
date of arrival, no fee will be charged. If cancelled later or in case of
no-show, the first night will be charged.
Children and
Extra Bed Policy: All children are welcome. All children under 3 years stay
free of charge when using existing bedding. All children under 2 years stay
free of charge for cots.
All older
children or adults are charged EUR 12.00 per night and person for extra beds.
Maximum
capacity of extra beds/baby cots in a room is 1.
Deposit
Policy: No deposit will be charged.
VAT and
city/tourist taxes: VAT is included. Service charge is included.
City/tourist tax is not applicable.
Internet:
Wireless internet is available in the hotel rooms and is free of charge.
Meal Plan:
Continental breakfast is not included and costs EUR 3.50 per person.
Buffet breakfast
is not included and costs EUR 7.00 per person.
Breakfast is
not included and costs EUR 2.50 per person.
Parking:
Private parking is possible on site and costs EUR 7.00 per day.
Pets: Pets are
not allowed.
The hotel
reserves the right to pre-authorize credit cards prior to arrival.
Any complaint
regarding the hotel had to be notified to me or to the Hotel Reception representative
during the client’s stay and the hotel management had to be given adequate
opportunity to rectify the situation at the time.
VI. carrying out of research
It was also very
important to find out precisely, which factors represent the greatest value for
consumers in their preferences in LOS Olivos.
The questionnaire used at carrying out of research
Ladies and gentlemen!
We are glad to welcome you in Los Olivos.
For the best
organization of your rest you are offered to answer questions of our questionnaire.
Sincere answers will help to make your rest more comfortable and attractive.
(chosen answers / answers mark round « in a circle »)
1. You prefer
what style of registration of an interior?
1) Free
2) Classical
3) Romantic
4)
Extravagant
2. What
additional service is necessary for you?
1) A meal
2)
Entertainments
3) the sauna,
pool
4) Excursions
5) Another
3. Specify
directions of perfection of our activity
1) To expand a
complex of given services
2) Repair and
equipment of hotel
3) System of
payment of hotel numbers
4) Increase
of professionalism of workers
5) Another
And now some
words about
4. Your sex
1) Man's
2) Female.
5. Your age
1) Till 30
years
2) 30 - 50
years
3) Over 50
years
6. A level of monthly incomes
1) Up to евро300
2) 300-400 euros
3) 400-600
euros
4) 600-1000
euros
5) over 1000
euros
7. An
occupation
1) the head
/manager
2) the
employee
3) the
businessman
4) Pensioners
5) Another
8. Where live
On an occupation of LOS Olivos clients were distributed as follows:
the heads - 33,4 %, the employees - 23,3 %, the businessmen and workers of
other fields of activity - 20 %, and also pensioners - 3,3 %. 63,3 % of the
interrogated stayed at the hotel with friends or colleagues; 36,7 % - alone.
Orientation on incomes of visitors is shown in the diagram. (Fig. 7)
Fig. 7 Segmentation of the of incomes of LOS
Olivos
visitors
Depending on a level of the monthly income respondents have made up the
following groups: 40 % of them have got the income from 400 up to 600 euros,
26,7 % - from 300 up to 400 euros, 16,7 % - more than 1000 euros, 10 % - up to
300 euros and 6,6 % - from 600 up to 1000 euros.
Table demonstrates the dependence on age and other investigated
characteristics of clients of LOS Olivos.
As it has been shown, (See Table 1) the most numerous age group of
the clients of LOS Olivos are at the age of 30 - 50 years old - 66,7 %. Of them
there are men - 85 %, and accordingly females - only 15 %. The similar
proportion is characteristic for young visitors (till 30 years): there are 87,5
% of men and 12,5 % of women. The different situation in the senior age group -
a segment of visitors of over 50 years is submitted only by men.
Research on an establishment of the bond between the age and the income
of visitors has shown proportion: the age less / a level of monthly incomes per
person is smaller.
For example, the quarter of visitors at the age of till 30 years has 300
euros of the monthly income, among visitors at the age of 30 - 50 years - 5 %,
while at over 50 years visitors don’t posses such minimum return at all.
Besides, "young" clients have no the highest income over 1000 euros,
in average age group (30-50 years) 15 % of visitors’ the monthly income is
over 1000 euros, and the income of all visitors of senior age years is over
1000 euros.
|
Characteristics of clients
|
Number from total amount of selection, %
|
Number of consumers in various age
groups, (in % from number of groups)
|
|
Till 30 years
|
From 30 till 50 years
|
Over 50 years
|
|
1.Sex:
|
|
|
|
|
|
Male
|
86,7
|
87,5
|
85,0
|
100,0
|
|
Female
|
13,3
|
12,5
|
15,0
|
-
|
|
2.Level of income:
|
|
|
|
|
|
Up to 300 euros
|
10,0
|
25,0
|
5,0
|
-
|
|
From 300 up to 400 euros
|
26,7
|
25,0
|
30,0
|
-
|
|
From 400 up to 600 euros
|
40,0
|
37,5
|
45,0
|
-
|
|
From 600 up to 1000 euros
|
6,6
|
12,5
|
5,0
|
-
|
|
Over 1000 euros
|
16,7
|
-
|
15,0
|
100,0
|
|
3. Occupation:
|
|
|
|
|
|
Manager/ head
|
33,4
|
-
|
40,0
|
50,0
|
|
businessman
|
20,0
|
37,5
|
20,0
|
-
|
|
employee
|
23,3
|
25,0
|
20,0
|
-
|
|
pensioner
|
3,3
|
-
|
-
|
50,0
|
|
Others
|
20,0
|
37,5
|
20,0
|
-
|
Table 1 Dependence on age and other investigated
characteristics of clients of LOS Olivos
The analysis of connection of age of clients of LOS
Olivos with
their line of business has shown, that the age from 30 till 50 years is
characteristic for representatives of managing element - 40 %, the number of
businessmen, employees and representatives of other trades in this age group is
equally and makes up 20 %. Of respondents over 50 years – a half are the heads
and a half of pensioners. 37,5 % of clients of LOS Olivos at the age of till 30
years are engaged in entrepreneurial business; the same quantity are occupied
in the different fields of the activity which has been not stipulated by the
questionnaire, and 25 % are employees.
Table 1 has shown that clients of LOS Olivos were divided into 5 segments
on a bond yield. The most numerous group of clients has a bond yield from 400
up to 600 euros – it has made 40 % interrogated.
90,9 % are the men at the age of 30 - 50 years which basically are the
heads or are engaged in entrepreneurial business. Women in the given segment
make up only 9,09 %; they are of the same age, as the man, and basically hold
supervising posts too.
The segment with the income from 300 up to 400 euros (26,7 %) is
submitted basically by men (87,5 %) at the age of 30 - 50 years (75 %), working
in the spheres which are distinct from suggested questionnaire. Women are 12,5
% and also are engaged basically in other kinds of activity.
Clients with income more than 1000 euros - 16,7 %, among them are the men
(80 %) at the age of till 50 years, being heads, and women (20 %) at the age
of 30 - 50 years, occupying any service post.
Table 2 Dependence between a kind of occupations and other
investigated characteristics of clients of LOS Olivos
|
Characteristics of clients
|
Number of the total amount of selection,
%
|
Number of consumers, given in groups with
a different kind of activity, (in % of number of groups)
|
|
head / manager
|
businessman
|
employee
|
pensioner
|
others
|
|
1.Sex:
|
|
|
|
|
|
|
|
Male
|
86,7
|
90
|
100
|
83,3
|
100
|
71,4
|
|
Female
|
13,3
|
10
|
-
|
16,7
|
-
|
28,6
|
|
2. A bond yield:
|
|
|
|
|
|
|
|
Up to 300 euros
|
10,0
|
-
|
-
|
33,3
|
-
|
14,3
|
|
From 300 up to 400 euros
|
26,7
|
20
|
16,7
|
16,7
|
-
|
57,1
|
|
From 400 up to 600 euros
|
40,0
|
50
|
66,7
|
33,3
|
-
|
14,3
|
|
From 600 up to 1000 euros
|
6,6
|
-
|
-
|
-
|
-
|
14,3
|
|
Over 1000 euros
|
16,7
|
30
|
16,6
|
16,7
|
100
|
-
|
|
2.Age:
|
|
|
|
|
|
|
|
Till 30 years т
|
26,7
|
-
|
50
|
33,3
|
-
|
42,9
|
|
From 30 till 50 years
|
66,7
|
90
|
50
|
66,7
|
-
|
57,1
|
|
Over 50 years
|
6,6
|
10
|
-
|
-
|
100
|
-
|
The segment with the lowest income level (up to 300 euros)
has made 10 %, it is submitted by men, basically at the age of till 30 years,
an occupation - employees.
The smallest group of clients has made a segment with an income level from
600 up to 1000 euros (6,6 %), among them only men present, including one half -
at the age of 30 - 50 years and another one - till 30 years, engaged in business
and other kinds of activity (50 %).
Depending on kinds of activity clients of hotels of LOS
Olivos were
distributed to 5 segments: heads, the businessmen, employee, pensioners and
others. In all these segments women are presented in less degree in comparison
to the men: managers - only 10 %; employee - 16,7 %; 28,6 % are engaged in
distinct from suggested in the questionnaire kinds of activity. Among
businessmen and pensioners the women are absent.
Results of the analysis on revealing a connection between a kind of
activity in which clients of hotel are engaged and a level of their monthly
income, testify, that half of the heads have the income from 400 up to 600
euros, 20 % - from 300 up to 400 euros and 30 % - more than 1000 euros.
Analyzing this connection the following statement can be determined: heads
at the age of 30 - 50 years - 90 % consist the majority among the visitors of LOS
Olivos, the
rest 10 % - are more senior visitors of over 50 years old.
The segment of businessmen seems to be much younger: one half - at the
age of till 30 years, another one - from 30 till 50 years. Among employees -
two thirds at the age of 30 - 50 years, the rest third - till 30 years.
For collecting of this
information the special questions have been developed and the received data was
submitted as the diagram in (Fig. 6):
- quality of the offered services (49%); - a level of
serving (26,5%);
- a velocity of serving (13%); - the cost
of service (8%).
- an account of personal features (3,5%);
Fig. 8 The most significant factors influencing on a choice tourists
of Los Olivos
The analyzed researches demonstrate, that quality of the given service
influence on a choice of the hotels significantly – it is an answer of 49 % of
the general number of respondents, the main factor is the degree of service of
26,5 %, the second one - a speed of granting of service - 13 %, cost of service
- 8 %, and only 3,5 % have included the account of specific features in the
line of the most significant factors.
VII. mission and Positioning of Los Olivos
All parameters of positioning of hotel Los Olivos in the market can be presented
in the table. (See Table 3)
Table 3 Positioning of Los Olivos in the hotel business of Spain
|
Positioning
|
Criterion
|
|
1) On the purpose of activity
|
Profit earning
|
|
2) Mission
|
Satisfaction of the purposes and requirements of clients
|
|
3) In terms of volume
|
One of best 3 star-rated of Tenerife
|
|
4) On breadth of assortment of restaurant at hotel
|
National Spanish, European and Russian kitchen
|
|
5) On the type of a meal in hotel
|
A classical variant of hotel
|
|
6) On a price class of the consumer
|
Middle class of active consumers
|
|
7) A market share in Spanish Hotel Bisiness
|
0,9 %
|
|
8) A mean score of the sum of ratings on a 10-mark
scale
|
9,25
|
|
9) Age structure of consumers
|
From 30 till 50 years (67 %)
|
|
10) Orientation to a level of incomes of clients
|
From 600 up
to 1000 dollars in month
|
|
11) Quality of service on a 10-mark scale
|
9
|
VIII.
conclusion
Thus, we shall draw the generalizing conclusions from work:
The hotel industry - the branch connected to granting of temporary
habitation. It can be attributed to social sphere so as a problem of a hotel
affair is providing of the person with a temporary place of residing - the
person, the citizen - that is the consumer - plays a key role here.
Hotel business is one of dynamically developing branches now. However, improvement
of competition in the hotel business of Spain and increased requirements of
customer enforce enterprise structures owning hotels to make the increasing efforts
for effectivization of the activity. The organizing of training programme for
personnel is one possible way for realization of this objective.
The market of hotel services in Spain is not strongly expressed seasonal
prevalence. The number of the tourists, decided to visit LOS
OLIVOS increases
constantly. According to statistics, Europeans visit LOS Olivos more often. Favorable position of LOS Olivos in the heart of Tenerife plays a positive role. Now tourists from Russia compose 21 % of lodgers of LOS Olivos.
It was very
important to introduce the position of assistant of Representative of the
hotel to Russian guests in the PR-department. LOS Olivos increasingly
emphasizes specialized training. Postsecondary training in hotel, restaurant,
or hospitality management is preferred for most hotel management positions; however,
a college liberal arts degree may be sufficient when coupled with related hotel
experience or business education. Internships or part-time or summer work experience
in a hotel are an asset to students seeking a career in hotel management. The experience
gained in Los Olivos and the contacts made with employers can greatly
benefit me after graduation. Most degree programs include work-study opportunities.
Hotel
management program included instruction in hotel administration. Computer
training also was an integral part of hotel management training, due to the
widespread use of computers in LOS Olivos reservations, billing,
and housekeeping management.
The PR- managers must be able to get along with many different types of people,
even in stressful situations. They must be able to solve problems and concentrate
on details. Initiative, self-discipline, effective communication skills, and
the ability to organize and direct the work of others also are essential for
managers at all levels.
Representing
the hotel to Russian guests I had to provide hotel conventions policy. A
comfortable room, good food, and a helpful staff made my being away from home
an enjoyable experience for vacationing. I helped the guests have a pleasant
stay by providing many of the comforts of home, including cable television, fitness
equipment, and voice mail, as well as specialized services such as health spas.
The employee
engaged in Los Olivos, in Public Relations management should know all
thoroughly about hotel and its potential customers. It was my duty to get the guests in
knowing of the following data if necessary. If cancelled up to 1 day before the
date of arrival, no fee will be charged. If cancelled later or in case of
no-show, the first night will be charged.
Children and
Extra Bed Policy: All children are welcome. All children under 3 years stay
free of charge when using existing bedding. All children under 2 years stay
free of charge for cots.
All older
children or adults are charged EUR 12.00 per night and person for extra beds.
Maximum capacity
of extra beds/baby cots in a room is 1.
Deposit
Policy: No deposit will be charged.
VAT and
city/tourist taxes: VAT is included. Service charge is included.
City/tourist tax is not applicable.
Internet:
Wireless internet is available in the hotel rooms and is free of charge.
Meal Plan:
Continental breakfast is not included and costs EUR 3.50 per person.
Buffet
breakfast is not included and costs EUR 7.00 per person.
Breakfast is
not included and costs EUR 2.50 per person.
Parking:
Private parking is possible on site and costs EUR 7.00 per day.
Pets: Pets are
not allowed.
The hotel
reserves the right to pre-authorize credit cards prior to arrival.
Any complaint
regarding the hotel had to be notified to me or to the Hotel Reception representative
during the client’s stay and the hotel management had to be given adequate
opportunity to rectify the situation at the time.
That’s
why it was very useful for me to take this trainee course in the Los
Olivos. Typically, trainees worked as assistant managers may rotate
assignments among the hotel’s departments - to gain a wide range of
experiences. Relocation to another property may be required to help round out
the experience and to help grow a trainee into the position.
Training
programme was a good background for entering hotel management. My career advancement
can be accelerated by the further completion of certification programs offered
by various associations. These programs usually require a combination of course
work, examinations, and experience.
The
obtained assistant of PR-manager experience of coordinating included a wide range
of activities. Additional demand for managers is expected in Los
Olivos, so as
it is the full-service hotel offering restaurants,
fitness centers, large meeting rooms, and play areas for children.
It was also very important
during my training course to find out precisely, which factors represent the
greatest value for consumers in their preferences in LOS
Olivos.
For the best organization the guests were offered to answer
questions of our questionnaire. The data has shown that the LOS
Olivos
clients were distributed into the following groups: the heads - 33,4 %, the
employees - 23,3 %, the businessmen and workers of other fields of activity -
20 %, and also pensioners - 3,3 %. 63,3 % of the interrogated stayed at the
hotel with friends or colleagues; 36,7 % - alone.
Orientation on incomes of visitors was shown in the diagram. (See Fig.
7)
For
collecting of this information the special questions have been developed and the
received data was submitted as the diagram in (Fig. 8):
- quality of the offered services (49%); - a level of
serving (26,5%);
- a velocity of serving (13%); - the cost
of service (8%).
- an account of personal features (3,5%);
The analyzed researches data demonstrated, that quality of
the given service influences on a choice of the hotels significantly – it is an
answer of 49 % of the general number of respondents, the main factor is the
degree of service of 26,5 %, the second one - a speed of granting of service -
13 %, cost of service - 8 %, and only 3,5 % have included the account of
specific features in the line of the most significant factors.
All parameters of positioning of hotel Los Olivos in the market were presented
in the Table 3.
In conclusion it’s necessary to admit that LOS Olivos should promote its development,
define and support priority directions in hotel industry, update its image continuing
advertising its hotel product at the international level.