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Summary Hospitality experience
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hospitality experiencechapter 2 I
Chapter 3 12
chapter 55.4 is excluded 22
chapter 6161.6.2 .
Call Paragraphs) 32
chapter 818.0 Call Paragraphs 46
Ma ' oral
Bms --
writer test
,Hospitality experience
2 adding value to the hospitality experience
2. I the value chain of hospitality experience
Hospitality is a combination of :
-
tangible = a room or food served in a restaurant
-
intangible = interaction between host & guest
the intangible component is the cement that holds the product
together and adds value which customers are willing to spend extra
Money on to the experience is important
value chain of organisation a collection of activities that
'
=
an
are performed to design produce market deliver and support its
, .
,
Product
-
organisations that create ,
stage hospitality
or deliver a
experience seek to add value through both tangible and intangible
products .
the tangible and intangible Products that go into the hospitality
experience almost always need to be translated into monetary value,
to generate a heavy profit
pricing and Selling intangible is complex :
-
several organisations compete for the same customer with similar Products
buying decision : frequently influenced by Price
Distinguish yourself from competitors by offering a product with
Unique features and benefits to not only price
Defining value
Value has different definitions :
-
benefits received
-
willingness to Pay
-
use fullness
Value in the economic sacrifice customers are willing
hospitality =
to make in exchange for a hospitality experience .
• value is more than Price and money .
• it is important to understand the customers needs including ,
the sacrifices they are willing to make .
•
sacrifices : -
money
-
time
-
effort I
, perishability factor : hospitality can not be stored .
→ the moment can pass
the Product can age
2.2 Product levels
we can divide a hospitality product or experience into Ct levels :
§
I . the
core product
2 the facilitating product
.
3 the supporting product
.
} peripheral basis for augmented product
4. the augmented product
1. Core product
=
fulfils the custumar 's primary needs and describes what he/she
is actually buying .
-
needing a place to sleep so rooinorabed
-
hungry customers to starter.maincourses.d.es
-
theatre → entertainment
railway or airline as trasport
-
hospitality : combines product activities and interaction
,
→ its core product is the Part that most Likely satisfies the
customers most important need
2. facilitating product
=
facilitates or enables customers to use the core product and
thus gain the hospitality experience .
it needs to be assensible
-
front desk → you can't Provide the core product without it
-
hotel restaurant
-
business centre in a corporate hotel
-
transfer desk of an airline at an international airport 2
it is an essential part for customers to enjoy the core product
, 3. Supporting product
= we use supporting products to add value to the product .
if they are unique and difficult to imitate it can give you
an competitive advantage .
→ You don't need this to consume the core product
-
health spa
-
ticket desk
-
2. 4h Room service
-
room can sell at ion insurance
the difference in supporting and facilitating is difficult for customers
wifi
-
business guest need it
-
tourists don't
do but wifi can be discussed at it position ( core facilitating support )
,
G. augmented product
= this is the how and where of the product ( environments of the
interaction that adds so much to the core product .
* hospitality experience requires an interaction between host and guest
the first 3 Levels can be delivered without customer reaction
key elements
1. Physical environment
atmosphere of your surroundings Michela in us fast food * Looks
2. Customers interaction with the service delivery system
the hospitality experience timeline there a 3 Phases :
}
I .
Prior to the experience
2 .
During the experience together it is the overall
3 after the
. experience experience
1. prior
= the customer Physical y arrives at your hotel restaurant
,
or other hospitality business
→ supporting and facilitating products
a. flexibility an accessibility are vitally important
first impression =you get one Chan se to make a first impression
3. During
= must be designed to the product efficiently
deliver ,
putting the customers demands and expectations first
→ core product
→ align tangible elements and deliver
and intangible
customised products to different target groups by making
on going improvements
- to the physical Product & train staff
3. after
=
you need proper closure
→ supporting and facilitating products 3
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