Managing Hotel & Resort Facilities

or offering optimal service satisfaction to customers.  The rooftop bar of our pub is a perfect place for both kids as well as adults to spend lunch and dinner with friends and family. Our roof top bar is quite famous among tourists and locals for Australian food, drinks and the beautiful views. Interestingly, the roof top bar is always greeted by the crowd but at the same time, it is very spacious to accommodate a large number of guests and customers (Hotels Sydney and Surrounds, 2016). With the increase in demand of the customers, we generally serve various Australian modern dishes which include the Glenmore burger, the dog, swordfish, the Glenmore fries and a variety of salads. The bar portion of this section also provides a broad range of drinks and cocktails. We have neither compromised in quality nor in quantity in our food service; the price for dishes kept reasonable, with good taste and hospitality.

Site/Location Related Information

Glenmore hotel is one of the finest pubs located in Sydney (Australia) situated in The Rocks. It is a three deck pub with a lively that is now accompanied by energetic roof top bar. It is located in an urban area as reflective in Figure 1 (Time Out, 2016). It is situated on the southern shore of Sydney harbour and lies to the north-west part of Sydney central district. Customers need to walk for approximately 15 minutes from Cumberland Street to reach our pub and approximately of around 30 minutes from Argyle Street to our pub. Transpiration facility is available on the clock, at a reasonable price.

Figure 1: Google Image location of Glenmore hotel, Sydney.

Market Segmentation

Market segmentation is a major factor for the development of a hotel business that helps in the analysis for the centric customer segmentation and corresponding analysis (Anderson & Xie, 2014). The idea of market segmentation of a hotel refers to the fragmentation of the customers into various types that are based upon factors like (i) demographic traits, (ii) geographic distribution, (iii) psychographic consideration, and (iv) behavioural traits (Diaz & Koutra, 2013). With the purpose of segmentation of our hotel, we can divide the customers into 4 main segments viz., geographic, demographic, psychographic and behavioural segmentation traits. The details of this segmentation analysis are presented in table 2.

Table 2: Market segmentation information.

geographic	demographic	psychographic	behavioural
· International – tourists coming outside of Australia ·National- residents of Australia but outside Sydney ·Regional- local residents of Sydney	· Gender · Age · Occupation · Religion · Nationality · Occupation · Education	· People who want to go to pub to maintain social class · Individuals who want to retain their lifestyle by going pub ·People having personality to enjoy in pub	· Occasions- depends on upon the occasion · Reliability- loyalty and faithfulness make people reliable ·Product review- if review of individual product/service is good, people will be attracted · Reimbursement-  people always interested in knowing the benefit of using the product

Branding Management

Branding is another critical aspect of any type of business and particularly, in the hotel industry, this is essential for managing market attractiveness and for the purpose of customer retention (So, King, Sparks & Wang, 2013). The brand of Glenmore hotel especially deals with the ‘service and quality’ as we always try to provide the best service as well as food to our customers. Custome r’s satisfaction is the only aim of our organisation, which lead us to improve our quality in each and every aspect of our business. Though gourmet food and cocktail are the specialities of our pub, but we always try to introduce new products and dishes according to our customer’s demand. The roof top bar was added to attract customer’s attention, which is indeed a successful thought matching with requirements of current (modern) lifestyle. The roof top bar provides open dining, full-time bar with music and a beautiful scenic view, which is an indeed pleasure for the customer to relax. Thus, to increase and draw number of customers to our pub, we need to refurbish the roof top bar such that it can help in achieving market competitiveness and offer more service satisfaction to customers. 

References:

Anderson, C. K., & Xie, X. (2014). Pricing and market segmentation using opaque selling mechanisms. European Journal of Operational Research, 233(1), 263-272.

Díaz, E., & Koutra, C. (2013). Evaluation of the persuasive features of hotel chains websites: A latent class segmentation analysis. International Journal of Hospitality Management, 34, 338-347.

Glenmore hotel, 2016. Retrieved from https://theglenmore.com.au/ Dated 25 Aug 2016.

Hotels Sydney and Surrounds - ACT Tourism, 2016. Retrieved from https://acttourism.com.au/accommodation/sydney-and-surrounds/Hotels/?pagenum=7 Dated 25 Aug 2016.

So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2013). The influence of customer brand identification on hotel brand evaluation and loyalty development. International journal of hospitality management, 34, 31-41.

Time Out, 2016. The best rooftop bars in Sydney. Retrieved from https://acttourism.com.au/accommodation/sydney-and-surrounds/Hotels/?pagenum=7 Dated 25 Aug 2016.