$1$

HOSP $301-$ HOTEL HOT TOPICS VALUE: $10\%$

Enhancing Guest Personalization in Hotel and Resort Room Operations

Overview:

Personalization has become a leading trend in the hotel and resort industry, with guests

increasingly seeking tailored experiences. In this group assignment, students will explore the

impact of guest personalization in rooms operations for your assigned Hotel Company, analyze

the strategies and technologies involved, and provide recommendations for hotels and resorts to

deliver exceptional personalized experiences.

Group Size: $4$ students per group

Assignment Components:

$1.$ Introduction to Guest Personalization in Rooms Division $(5\%)$:

$$ Define the concept of guest personalization in the context of the hotel industry

$$ Explain why guest personalization is a hot topic in rooms division.

$$ Identify key factors that drive the demand for personalized experiences.

$2.$ Personalization Strategies and Technologies $(20\%)$:

$$ Research and discuss various strategies and technologies used to personalize guest

experiences in hotel and resort Brand from a rooms perspective. Include topics

such as guest profiles, loyalty programs, and customized amenities.

$$ Analyze how these strategies and technologies impact guest satisfaction, loyalty,

and operational efficiency.

$$ Compare and contrast the approach to guest personalization to $2$ one other hotel

brand.

$3.$ Case Studies$/$Guest Reviews $(30\%)$:

$$ Select and analyze $2$ real$-$world hotel or resort case studies or $10$ reviews from

your brand that have successfully implemented guest personalization and

experience.

$$ Identify the specific personalization initiatives these establishments have

undertaken.

$$ Evaluate the outcomes and benefits of these initiatives.

$$ Discuss any challenges the hotels or resorts faced during the implementation of

guest personalization.

$$

$4.$ Recommendations for Implementing Guest Personalization $(25\%)$:

$$ Based on your research and case study analysis, provide recommendations for a

hotel or resort looking to implement guest personalization in its rooms division.

$$ Consider potential challenges and solutions for overcoming them.

$$ Discuss the expected benefits and impacts of these recommendations on guest

experiences and operational efficiency.

$5.$ Presentation $(20\%)$:

$2$

$$ Create a $10$ minute group presentation to share your findings and

recommendations with the class

$$ Use images, charts, and images to support your presentation on your hotel brand.

Some areas of Critical Questions to get you started in your Research and Analysis:

$1.$ What are the key strategies and technologies used for guest personalization, and how do

they enhance guest satisfaction and operational efficiency?

$2.$ How does the implementation of guest personalization contribute to guest loyalty and

repeat business for hotels and resorts?

$3.$ What are the differences and similarities in guest personalization approaches between

various hotel and resort brands?

$4.$ What challenges do hotels and resorts face when implementing guest personalization in

rooms division, and how can they overcome these challenges?

$5.$ What can hotels and resorts learn from successful case studies of guest personalization,

and how can they apply these lessons in their own operations?

This assignment focuses on the current trend of enhancing guest personalization in hotel and

resort, providing students with insights into the industry's efforts to meet the growing demand for

customized experiences.

Evaluation Criteria Excellent $(5)$ Good $(4)$ Satisfactory $(3)$ Needs Improvement$(2)$

Introduction $(5\%)$

Exceptional clarity in

introducing the topic,

including key concepts,

relevance, and driving

factors.

Clear introduction that

provides essential

information on the topic.

Adequate introduction

with basic information

about the topic.

Introduction lacks clarity

and depth; some key

information is missing.

Did not have introduction

Personalization

Strategies and

Technologies $(20\%)$

Comprehensive and well$-$

researched discussion of

personalization strategies

and technologies, including

in$-$depth analysis of their

impact.

Clear presentation of

various personalization

strategies and

technologies with good

analysis of their impact.

Basic coverage of

personalization strategies

and technologies, with

some analysis.

Superficial overview of

personalization strategies

and technologies, lacking

analysis.

Did not discuss strategies

and Technologies

Case Studies and

Customer Reviews

$(30\%)$

In$-$depth analysis of two

relevant case studies,

showcasing clear

understanding of the

initiatives, outcomes, and

challenges.

Detailed analysis of case

studies with a good

understanding of the

initiatives, outcomes, and

challenges.

Adequate analysis of

case studies with some

understanding of the

initiatives, outcomes,

and challenges.

Limited analysis of case

studies, lacking

understanding of key

aspects.

Did not demonstrate

Recommendations

$(25\%)$

Well$-$structured, practical,

and innovative

recommendations with

insightful solutions to

potential challenges.