A Course Requirement

In

Hospitality Operational Management (HOM)

PHOEBE JOYCE VILLANUEVA

Professor

Fatima B. Carumba

December 7, 2018
Case Analysis: Applying Best Practice of Acacia Hotel Manila in Responding

Customer’s Negative Reviews.

I.Introduction:

Needless to say, If you’re a hotel manager or hotelier, it’s a huge honor to

be part of TripAdvisor’s Traveler choice list. The review aggregator happens to be one

of the most popular travel sites in the world, with more than 60million unique monthly

visitors and over 75 million reviews and opinions around the world.

But what does it takes to be named and recommended by Trip Advisory

as traveller’s choice? Top-notch guest service, delicious breakfast offerings, clean and

elegant rooms, big discounts and a great, well situated location are all going to go a

long way towards helping your hotel make the list. But you may also have to demons-

trate a little bit of online marketing strategy. You’ll have to know to properly respond to

online marketing reviews ( negative and positive) and protect your online reputation.

In 2012, TripAdvisor and PhoCusWright reported a series of statistics that

emphasize the importance of responding to online reviews. Most notably, the survey of

2,800 respondents showed that: 84% of users agree that an appropriate management

response to a bad review “improves my impression of the hotel.” 64% of users agree

that an aggressive/defensive management response to a bad review “makes me less

likely to book that hotel.” The message is clear that not only do hoteliers need to

respond to negative reviews, but doing so in the right way is crucial.

Background of the Company: (Hotel)

Rest in style in any of Acacia Hotel Manila’s 261 rooms. each

has a full-sized executive desk, a 40-inch LCD TV with cable, a refrigerator and

minibar, and free Wi-Fi Internet access. Other standard amenities include a

marble bathroom, air conditioning, an electronic safety deposit box, an iron and

ironing board, sprinklers and smoke detectors, and an IDD telephone with

bathroom extension. Each room or suite also has an orthopedic bed that

customized for Acacia Hotel Manila. This bed is designed to relieve pressure

points on your body, especially at the back, for a rejuvenating, serene sleep.

The following are the different types of Function Rooms that can be enjoy

by the guests:

1. Grand Acacia Ballroom - A magnificent setting for large banquet-style

celebrations, Grand Acacia Ballroom can accommodate up to 450 guests for

round table setup. Its iconic chandeliers that sprawling Acacia leaves and

branches definitely make any occasion such a sight to behold.

2. Yuca & Oliva - Both located at Mezzanine 1, the Yuca and Oliva function rooms

are best suited for pocket meetings and intimate dinners. The spacious foyer in

front of these two rooms overlooking the lobby at the ground floor can also be

utilized for other activities.

3. Kamali - The Kamali at Mezzanine 1 features floor-to-ceiling glass walls, offering

a panoramic view of Alabang’s lifestyle hubs and brightening up every meeting

 with natural light. The 108-sq.m function room can host meetings and events with

up to 50 guests.

4. Samanea Garden - Outdoor events can be held with verdant greens, luscious

earth tones, a stunning brick-waterfall backdrop, and a view of the city’s

skyscrapers in the Samanea Garden, which is just perfect for wedding and debut

receptions, among others. Located near the swimming pool at the 3rd floor, the al

fresco venue can accommodate up to 100 guests

5. Guajes - Situated just beside the Samanea Garden is the 137-sq.m Guajes

function room, which can host corporate events and celebrations with up to 80

guests. It also features floor-to-ceiling glass walls, providing a view of the bustling

Commerce Avenue leading to Festival Alabang.

6. Sequoia Ballroom - Perched on the topmost floor of the hotel is the Sequoia

Ballroom, an expansive 360-sq.m function room that can accommodate 200

guests. Its floor-to-ceiling glass walls offer a jaw-dropping 180-degree view of the

metro south. It also features the iconic Acacia chandeliers, adding a

sophisticated feel to any kind of event to be held here.

7. Alto - Adjacent to the Sequoia, the Alto has a 157-sq.m space and can host up

to 80 guests. It is the only function room that has a wooden parquet and an

elevated VIP lounge. Perfect for celebrations and cocktail events, the Alto also

provides an alluring vista of the city.

 Acacia Hotel Manila A Filipino five-star luxury hotel in the South of

Manila located at 5400 East Asia Drive corner Commerce Avenue, Filinvest Corporate

City, Alabang, Muntinlupa City 1781. Acacia Hotel Manila is located in the center of

Alabang major establishment such as ALabang Town Center and Festival Supermall are only

minutes away on foot. You can also use the hotels complimentary shuttle service for easy and

fast travel.

Objective of the Case Study:

In the light of the research aim, the research objectives will be carried

down that can help in better explanation of the research topics that will be chosen for

this particular study. The research objective will guide in dividing the research topic that

will help in better division of the broad topics in correct manner. The objective of the

research has been listed below that will help in successful completion of the research

work.

1. To identify what is the causes of Customers Negative Reviews about Acacia

Hotel Manila.

2. To improve the quality of service that Acacia Hotel Manila is rendering to

customer.

3. To understand the situation of every customer that are giving negative reviews

about the hotel.

Research Questions:

The research questions can be helpful in analysing the topic that

can assist in understanding the topic in detail manner. The research question will

highlight on the selected topic for the research work for gaining the significant

knowledge about the research study. Therefore, for the particular case study, the

question has been listed below:

1. What is the effect of the customers review to the reputation of the hotel?

2. What is the role of every staff to have good service in Acacia Hotel Manila?

3. How the owner of the Hotel respond to negative reviews?

II.Point of View

Feedback is important, but how you handle it is even more important for small

business owners. With Facebook, Yelp, Google Maps, Angie’s List, and countless

other review sites and directories, feedback is abundant online. Responding to posit

ive feedback is a way of engaging customers, but you have to respond to negative

feedback too. Failing to do so, or responding in the wrong way, could ruin your business

reputation. People need information in order to form opinions about a business, and

they need opinions in order to decide how to relate and interact with it. Having no

reputation is just as bad as having a bad reputation. After all, at least businesses with a

bad reputation still have a presence. Your business needs a reputation because it puts

your business on the map, helps it to stand apart from the competition, and gives

people a starting point for engaging with it.