The aim of this diploma paper is to discover if integration of hotels into hotel chains and hotel group is for the hotel industry the right direction. The first part defines what a brand is, why is created by companies and how a brand should be managed. Afterwards, brands strategies are identified. The paper describes possible ways of cooperation between hotels and hotel groups and tries to find out if this cooperation is beneficial or not. The last part of the paper is about Carlson Rezidor Hotel Group, Park Inn by Radisson and about hotel Park Inn Prague. The brand Park Inn by Radisson is analyzed on the basis what was discovered in the first part of the paper. The most significant advantages and disadvantages of hotel's cooperation with hotel group are identified. The paper ends with a statement that integration of hotels into hotel chains and hotel groups is very important and is therefore the future of the hotel industry.

Work is focused on the latest trends in hotel management and marketing. The main aim is to suggest a strategy and marketing management for hotel Julian **** Prague. Secondary aim is the implementation of marketing research regarding customer satisfaction and situational analysis of the hotel. The theoretical and methodological section describes the theoretical basis for the theme from professional sources. The chapter is divided into two parts, each of them deals in detail with the latest trends in management first, then in marketing. An overview of the object highlighting the main points necessary to approach the character of the hotel. On company profile is established the detailed situation analysis that includes PEST analysis, analysis of competitive forces and SWOT analysis. The last chapter is a marketing research project focused on customer satisfaction with communications hotel via the internet. In conclusion, followed by interpretation of results situational analysis and marketing research and recommendations on marketing management hotel.

Made available in DSpace on 2016-03-15T19:22:25Z (GMT). No. of bitstreams: 1 Felipe Corres Melachos.pdf: 25409881 bytes, checksum: f5a393eea11e9a0554d84ad71e415eab (MD5) Previous issue date: 2014-06-23 / This Master´s Dissertation has the city of São Paulo‟s upscale downtown hotels as its research object, although limited by the chronological restraints of 1954 and 2004. Its objective is the analysis of the transformations underwent by upper scale downtown hotels in São Paulo, focusing its scope in those hotels‟ specific programmatic distribution. The incongruence amongst the downtown hotel‟s importance to the city of Sao Paulo and the scarcity of studies regarding this kind of architecture was the catalyst for this Dissertation. Furthermore, one of the aspiring contributions of this research is to gather enough bibliographical references regarding the theme in order to foster and aid future related research efforts. Fundamental concepts regarding upscale downtown hotels‟ architecture are discussed in this research, which later verifies these concepts by means of analysis and confrontations of conspicuous case studies: Hotel Jaraguá and Hotel Caesar Park, part of the multipurpose Continental Square. The main contribution of this research resides upon the projectual analysis of these two study cases of this kind of architecture under the scope of the concepts gathered by means of the study of the bibliography, since analysis of this nature are indeed rare when pertaining to this architectural niche. The analysis and confrontation of these two case studies resulted in the verification of the transformations underwent in the architecture of upscale downtown hotels in São Paulo, between 1954 and 2004. These transformations were produced by the changes in these hotels‟ guest profile, which became business travellers instead of governmental authorities and public personalities, as due the technological and social advances in the globe during these 50 years, and the uprising of the service‟s sector in the city‟s economy. The demands of this new guest profile reflected themselves by means of the inclusion of much more public and social áreas in these hotels, especially function spaces, and consequently, the virtual duplication of their back-of-housing just so these hotels could operate properly. / A presente Dissertação tem como objeto de pesquisa o Hotel Central de padrão superior em São Paulo, limitado pelo recorte cronológico de 1954 a 2004. Seu objetivo principal é analisar as transformações da arquitetura de hotéis centrais de padrão superior em São Paulo, sob a luz de sua característica programática, no recorte cronológico acima. A incongruência entre a importância econômica do turismo de negócios para a cidade de São Paulo, e consequentemente de seus hoteis centrais, e a escassez de estudos referentes a este nicho de arquitetura foi a força motriz por trás deste estudo. Assim, uma das principais contribuições almejadas por parte desta dissertação, e também objetivo secundário desta pesquisa, é reunir bibliografia especializada no assunto e deste modo auxiliar e incentivar futuras pesquisas. Nesta pesquisa são definidos e analisados conceitos fundamentais sobre a arquitetura de hotéis centrais de padrão superior, e depois estes são verificados na análise e confrontação de dois estudos de caso proeminentes do segmento: o Hotel Jaraguá e o Hotel Ceasar Park, parte integrante do conjunto multifuncional Continental Square. A contribuição principal desta dissertação reside justamente na análise projetual destes dois estudos de caso, pois análises desta natureza se apresentaram raras no material consultado. A análise e confrontação destes estudos de caso resultaram na aferição das transformações da arquitetura de hotéis centrais de padrão superior em São Paulo, entre 1954 e 2004. Estas transformações são resultantes das mudanças do perfil do hóspedes destes hotéis no recorte cronológico da pesquisa, que passaram a ser turistas de negócios ao invés de autoridades governamentais e artistas, assim como os avanços tecnológicos e sociais ocorridos na sociedade, e o advento da importância do setor de serviços na economia paulista. As necessidades deste novo perfil de hóspedes, por sua vez, se refletiram principalmente em mais áreas públicas e sociais em hotéis centrais, especialmente áreas de eventos, e consequentemente na duplicação das áreas de apoio necessárias para a operação destes hotéis.

Accurately representing the price-demand relationship is critical for the success of a price optimization system. This research first uses booking data from 28 U.S. hotels to investigate the validity of two key assumptions in hotel revenue management. The assumptions are: 1) customers who book later are willing to pay higher rates than customers who book earlier; and, 2) demand is stronger during the week than on the weekend. Empirical results based on an analysis of booking curves, average paid rates, and occupancy rates for group, restricted retail, unrestricted retail, and negotiated demand segments challenge the validity of these assumptions. The combination of lower utilization rates and greater product differentiation suggests that hotels should apply different approaches than simply matching competitor rates to avoid losing market share. On days when inventory is near capacity, traditional yield management tactics deliver tremendous value, but these should be augmented by incorporating price response of demand and competition effects. On days when demand is soft and occupancy is projected to be low, price and competition based strategies should dominate. The hotel price optimization problem with linear demand model is a quadratic programming problem with prices of products that utilize multiple staynight rooms as the decision variable. The optimal solution of the hotel price optimization problems has unique properties that enables us to develop an alternative optimization algorithm that does not require solving quadratic optimization problem. Using the well known least norm problem as a subroutine, the optimization problem can be solved as finding a minimum distance between a polyhedron defined by non-negative demand and capacity constraints. This algorithm is efficient when only a few of the staynights are highly constrained. In practice, the choice of a demand model is largely driven by the ease of estimation and model fit statistics such as R2 and mean absolute percentage error (MAPE). These metrics provide measures of statistical validity of the model, however, they do not measure how well the price optimization will perform which is the ultimate interest of the practitioners. In order to measure the impact of demand models on price optimization performance, we first investigate the goodness of fit of linear demand models with different driver variables using actual data from 23 U.S. hotels representing multiple brands and location types. We find that hotels within the same location types (such as urban, suburban, airport) share similar driver variables. Airport and suburban hotels have simpler model specifications with less drivers compared to the urban hotels. The airport hotel demand models are different from other location hotels in that the airport hotel demand level does not differ by day of week. We then measure the impact of demand model misrepresentation on the performance of price optimization through simulation experiments, which are performed for different levels of demand and forecast accuracy to represent various market environments that hotels operate in. We find that using models with missing driver variables can reduce the potential revenue by 13%∼53% and using the wrong functional form 5%∼43% under our simulation environment. The findings from our research imply that correctly representing the demand model in price optimization is crucial to its success. In order for hotels to realize the maximum potential revenue through pricing, efforts should be focused on identifying the major driver variables influencing demand including the ones that we found to be significant.

På en allt mer global och konkurrensutsatt hotellmarknad försöker aktörer att skapa starka varumärken och vinna gästers lojalitet. Men vilka är drivkrafterna bakom valet av boende och vilka attribut avgör vad som ger en tillfredsställd hotellgäst? God tjänstekvalitet har kommit att bli en allt viktigare konkurrensfördel där tjänsteupplevelsen blir en avgörande faktor för kundnöjdheten. Inom ett oerhört subjektivt ämne som kvalitetsuppfattning, fanns det i denna studie en önskan att försöka reda ut vilka faktorer som påverkar kundnöjdheten och vilka attribut som hotellgäster värdesätter och återkommer till. Finns det någon entydig definition av tjänstekvalitet hos hotellgäster eller finns det lika många svar som det finns gäster? Är det dessutom skillnad på tjänstekvalitet mellan hotellkedjor och fristående hotell? Utifrån dessa reflektioner genomfördes kvalitativa intervjuer i fokusgrupper vars frågor baserats på tidigare forskning och teorier kring ämnet tjänstekvalitet. Studiens resultat indikerar att hotellpersonalens uppträdande och närvaro spelar en större roll än vad tidigare teorier betonat. I en allt mer digital värld finner hotellgästen uppskattning och värde i det personliga mötet hos en engagerad personal som kan erbjuda individuellt anpassad service. / In a globally enhanced and competitive hotel market, operators try to create strong brands and win guest loyalty. But what is the motivation behind the choice of accommodation and what attributes determine what makes a satisfied hotel guest? Good service quality has become an important competitive advantage, with service experience becoming a decisive factor in customer satisfaction. In this study, there was a desire to try to figure out which factors affect customer satisfaction and what attributes that hotel guests value and return to. Is there any unambiguous definition of service quality or are there as many answers as there are guests? Is there a difference between the service quality at hotel chains and independent hotels? Based on these reflections, qualitative interviews were conducted in focus groups. The questions were based on previous research and theories on the subject of service quality. The results of the study indicate that the behavior and presence of hotel staff play a greater role than previous theories emphasized. In an increasingly digital world, hotel guests find appreciation and value in the personal meeting of an committed staff who can offer personalized service.

The goal of this thesis is to create a marketing strategy for the hotel Jana a.s. located in Přerov (cental Moravia). It is divided into theoretical and practical part. The theoretical part introduces the basic marketing terms and the practical part applies them in practise on the example of hotel Jana a.s. Marketing research is included in order to analyze the current situation within internal and external environment of the hotel. The data from the hotel and his annual reports were used together with data from Czech Statistical Office and responsible ministries. Financial situation is analyzed using horizontal and vertical analysis of assets and liabilities plus some selected indicators (ROA, ROE etc.). The strategy is build and marketing mix is designed based on the outcome of all analyses.

The diploma thesis deals with project, how to get better organization of work in Grandhotel Brno. There are specified basic terms bear on organization of work, managing of hotel bussines. This diploma thesis points to the absence in organization of work from a view of the employers of Grandhotel Brno, which eventuated from the questionaires and it contains the plan how to get the organization better.

The objective of this study is to investigate the concept of trustworthiness and then examine its effect within the venue of the hotel sector. Given trustworthiness accepted importance to relationship marketing, there appears to be a failure to develop a coherent framework to indicate trustworthiness. This is a gap that this thesis addresses and by doing so, it will extend the body of knowledge by contributing to our understanding of the construct and its determinants. The main hypothesis in this thesis is identifying the determinants of trustworthiness with an outcome as part of a causal model. Within the proposed model, the determinants; consistency, competence, integrity, benevolence, value alignment and communication are assumed to have a positive impact on trustworthiness. In turn, trustworthiness has a positive impact on both attitudinal loyalty and behavioural loyalty, the two types of loyalty are proposed as the model outcome, whereas the previous six determinants are proposed as antecedents of trustworthiness. In order to test the proposed hypotheses, a new measurement scale was developed in order to evaluate trustworthiness with its determinants and outcome, the model was tested within the hotel sector in Jordan where over 526 respondents took part in the main survey collection, 60 respondents participated in the pilot study along with 11 interviewees. The results from the empirical study revealed that the hypothesised model is valid and significant, in which all the antecedents of trustworthiness had a significant loading as well as the model corollaries. These loadings vary in its significance and strength; this created a clearer picture on the expected impact of each of these determinants once the model being applied within service organisations.

Based on the survey of Taiwan’s international tourist hotels during 1997 to 2001, this study applies stochastic frontier approach incorporating inefficiency effects to estimate cost inefficiency of international tourist hotels in Taiwan. Two hypotheses of no inefficiency and no inefficiency effects are rejected by using likelihood-ratio test. These outcomes indicate that the model and assumptions set up in this study are statistically more appropriate. The empirical evidence shows that the average cost inefficiency score during 1997 to 2001 is 1.1468 which suggests that actual cost expenditure is approximately 1.1468 times of minimum cost with fixed outputs. In empirical findings between inefficiency effects and cost inefficiencies, the factors such as diversification of services, competitive circumstances, various types of travelers, belonging to a international hotel chain, and located in the scenic area would improve cost efficiencies of international tourist hotels. However, it would worsen cost efficiencies for international tourist hotels to setting up a branch or branches.

Bakgrund Självständigt arbete Datum: 2013-02-22 Hotell- och bokningssidor på internet är två olika branscher, som både är partners och konkurrenter med varandra. Principen för bokningssidorna är att de jämför priser på olika hotell och rumskategorier för att sedan sälja till lägsta pris till den som bokar. En gemensam nämnare för bokningsföretagen är att de inte gör detta gratis, utan erhåller en avgift per förmedlad rum från hotellen. Syfte Denna litteraturstudie syftar till att undersöka om hotell tjänar på ett samarbete med onlineresebyråer. Metod och material Denna litteraturstudie genomfördes med en grund av vetenskapliga artiklar som publicerats på internet och tryckts i vetenskapliga journaler. Resultat Resultatet av artiklarna visar att det hotell eller den bokningssida på internet som har lägst pris, bäst erbjudande och den mest användarvänliga hemsidan, lockar till sig flest bokande gäster. Diskussion Hotellen och bokningssidorna är beroende av varandra. Hotellen blir exponerade vilket kunde leda till att bokningen genomförs genom hotellets egen hemsida, vilket är målet för hotellkedjorna. Alternativt sker bokningarna på bokningssidorna, vid vilket tillfälle OTA:erna erhåller en kommission. Slutsats Hotellen tjänar på att ingå partnerskap med onlineresebyråerna, då dem ökar antalet bokningar till hotellen. Hotellen skall dock fortsätta med att locka gästerna till att boka via hotellens egna hemsidor. / B-uppsatser