Summary
Summary Rooms Division Management Final Report (7,7)
- Course
- Institution
Final report, end grade was 7,7
[Show more]
Seller
Followizzygobel
Content preview
Name: Isabelle Gobel & Amanda KrijgerStudy: HEMe2
Course: RDHe
Lecturer: Sander Smits
Date: 11-10-2020
,Table of content
1. DESCRIPTION OF THE CHAIN..........................................................................................................2
1.1 HOTEL CHAIN...................................................................................................................................2
1.1.1 FACT SHEET.......................................................................................................................................4
1.1.2 MOODBOARD....................................................................................................................................5
1.2 IDENTYFYING THE TARGET GROUP........................................................................................................6
1.3 OVERVIEW OF COMPETITORS...............................................................................................................8
2. DEVELOPMENT AND DEISGN OF HOTEL.......................................................................................12
2.1 GENERAL INFORMATION..................................................................................................................12
2.2 ROOMS........................................................................................................................................14
3. ESTABLISHING HOUSEKEEPING AND FRONT OFFICE....................................................................17
3.1 ORGANISATIONAL CHART............................................................................................................17
3.1.1 FRONT OFFICE DEPARTMENT..............................................................................................................18
3.1.2 HOUSEKEEPING................................................................................................................................19
3.1.3 WORK SCHEDULE.............................................................................................................................19
3.2 OUTSOURCING...............................................................................................................................20
4. MANAGEMENT............................................................................................................................23
4.1 STRATEGY.....................................................................................................................................23
4.2 MANAGEMENT CONTRACT................................................................................................................25
4.3 OVERVIEW OF DISTRIBUTION/RESERVATION CHANNELS...........................................................................28
4.4 ADR AND OCCUPANCY.............................................................................................................31
4.5 REVENUE MANAGEMENT..................................................................................................................33
4.6 HUMAN RESOURCES MANAGEMENT....................................................................................................36
5. CONCLUSION...............................................................................................................................39
REFERENCES....................................................................................................................................40
The Hoxton Amstel
, 1. DESCRIPTION OF THE CHAIN
1.1 HOTEL CHAIN
The Hoxton was founded in 2006 by British entrepreneur Sinclair Beechem, who formerly co-
founded Pret A Manger. The original location was The Hoxton, Shoreditch, which was built on an
abandoned car park in East London. In 2012, The Hoxton Shoreditch and the brand were
acquired by Ennismore, owned by Sharan Pasricha. The following year Ennismore commenced an
entire brand alteration, which included the addition of multi-functional event/meeting rooms
along with a large-scale refurbishment programme for all bedrooms and public areas. In 2014,
The Hoxton Holborn opened with over 174 rooms, and within the same year Ennismore launched
their first international hotel - The Hoxton Amsterdam, with 111 rooms. Since then they have
launched six new locations, in Paris, Williamsburg, Portland, Chicago, Downtown LA and
Southwark. It is safe to say that The Hoxton’s portfolio is blooming with beautiful locations
around the world.
The Hoxton falls under one of the Ennismore brands, the company also owns Gleneagles, a
high profile and luxurious country club/resort in Scotland. Furthermore, they created NoCo, a
low-cost hotel brand which redefines the budget hotel model. Additionally, they have over 19
restaurants and bars in their portfolio, found in different corners of the world. “From foodtop
bars to critically acclaimed independent restaurants”, they operate in over 20 destinations.
The Hoxton Amsterdam is the only Hoxton hotel in the Netherlands, and is located on the
Herengracht, only a stone's throw away from Dam Square and the Nine Streets. They have a total
of 111 rooms, consisting of four different types of rooms based on size; the Shoebox, the Cosy,
the Roomy and the Concept room. Furthermore, they have an events room perfect for an array
of banqueting events.
The Hoxton doesn’t have a clear set vision and mission, however instead they follow a way of
life and guidelines that form their corporate culture. The Hoxton brand describes themselves as
“a series of open house hotels inspired by the diversity and originality of the streets and scenes
that surround” them. The Hoxton pride themselves in the home-like atmosphere they radiate,
and that can be found back in the employees they hire. They consider themselves as dreamers,
those who celebrate differences, work hard and leave their egos at the door. Open mindedness is
one of their key mottos. The business strategy that The Hoxton implements is moving fast,
focusing on learning from one another on every level, and challenging ‘the way things are done’.
The Hoxton Amstel
, What makes this chain so unique is that it differentiates itself from the standard
boutique hotels, and adapts their concept to the city the hotel is situated in. They aim to
redesign the stereotypical dynamic and designs of hotels, and truly step out of the box. It starts
with their lobbies, which they describe to be the ‘beating heart’ of their hotels. There, guests can
be comfortably seated in cosy corners, with food and drinks available at all times, whilst hanging
out alongside locals, and are truly able to immerse themselves within the neighbourhood they’re
located in. Furthermore, it's of extreme importance to The Hoxton that they incorporate as much
of their surroundings within their concept. This ranges from the local artwork on the walls, to the
decorations and furniture in their bedrooms, the events they host, to the uniforms that the staff
wear. No matter what, they strive to be a living reflection of the neighbourhood.
The Hoxton Amsterdam is a raging success, which is why they are interested in further
developing their position in the hotel market in the city by adding another hotel. The new
location, Wibautstraat, is the perfect place for their new hotel due to the perfect connection to
Amsterdam, along with the vibrant surroundings. Amsterdam East is currently an up and coming
area for business and leisure guests. Not only is it a 5-minute walk to the Pijp, one of the most
lively areas in Amsterdam, it still remains calm, away from all the chaotic tourists. This location is
perfect for leisure guests, due to the impeccable connection to the city and its close vicinity to
bars and restaurants. It’s also ideal for business guests who wish to stay away from all the
busyness, but still wish to be central. Additionally, there is a vast amount of Dutch history
surrounding that area, which the Hoxton would most definitely wish to tap into.
(Ennismore Brands, 2020)
The Hoxton Amstel
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller izzygobel. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $7.55. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
67096 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now