TRM 3003 Tourism and Hospitality Operations

Assessment 2 – CASE STUDY

Hotel Novotel Word Trade Centre Dubai

Student Name

Professor Name

11/6/2021
Table of Content:

1. Introduction:.............................................................................................................................3

2. Overview of Hotel Novotel World Trade Centre:....................................................................3

3. Customer’s Base Analysis:.......................................................................................................4

4. Operation Managemnet of Hotel Novotel World Trade Centre:..............................................4

4.1 Maintaining High Standards:............................................................................................4

4.2 Managing Customer-Relations:........................................................................................4

4.3 Enhancing IT System:.......................................................................................................5

4.4 Effective Decision Making:..............................................................................................5

5. Issues and Challenges of Operation Managemnet:..................................................................5

5.1 Technological Changes:....................................................................................................5

5.2 Long Time for Failure Resolution:...................................................................................6

5.3 Changing Travel Patterns:.................................................................................................6

6. Recommendations for Improved and Sustainable Operations Management:..........................6

6.1 Understanding the Changing Landscape:.........................................................................6

6.2 Changing Marketing:........................................................................................................6

6.3 Proactive Efforts:..............................................................................................................6

7. Conclusion:...............................................................................................................................6
 1. Introduction:

In this competitive business environment, operation managemnet plays a massive role in the

success of firms and service sector is one of them. The report will provide a brief and in-depth

analysis of operation managemnet and the tactics used by Hotel Novotel which is regarded as

four-star hotel in UAE. After determining the information regarding hotel, the report will

examine its process of operation managemnet, major challenges in the process and then will

recommend certain feasible solutions to mitigate the issues.

2. Overview of Hotel Novotel World Trade Centre:

Hotel Novotel is a mid-scale hotel established in 1967 owned by Accor. Since its establishment,

the company grew into Accor group and Novotel is a pillar brand of its multi-brand strategy. It is

managing 492 hotels on 59 states of the globe. However, the company chooses the city centers of

Dubai as it is the most important destination for business and tourist spots. As hospitality is the

growing sector of Dubai, Novotel is providing leisure business and travelers modifiable and

spacious rooms for relaxing and working in standardized offer. The restaurant of Novotel is

offering services of food and meals throughout the day. It is also offering meeting rooms, fitness

centers and attentive group of staff [ CITATION Hah21 \l 1033 ].

The company demonstrates an immense sense of being responsible through its investments in

Earth Guest Program to achieve sustainable development. However, the mission of Novotel is to

provide best location for conducting business from or to explore Dubai due to which they are

located nearer to business and leisure hub of Dubai a sit is most attractive and preferred option

for the professional and holiday travelers. Staying in hotel, helps tourists to visit the popular

destinations, best night spots and famous shopping malls in Dubai. They are offering Wi-Fi and
flat screen TVs, minibars, plus desks and coffee and tea making facilities, casual all day

restaurant café or bars and even breezy poolside bar, outdoor pool, sauna and spa with wellness

treatment and beauty salon [ CITATION Tru19 \l 1033 ].

3. Customer’s Base Analysis:

As explained above, Novotel World Trade Centre is offering best hospitality services to

businesspeople and travelers who wants to have leisure spending of time. The main customers of

Hotel Novotel World Trade Centre are the high percentage of international travelers. The

business travelers are the ones who prefers to choose the hotel for its proximity to the large

convention venters of city while the leisure travel customers enjoy the close link of public

transport. However, the restaurant of hotel, cocktail lounge and bra attract the customers who are

not staying in the hotel but just came to have dinner, launch or to spend quality time with friends.

Hotel Novotel World Trade Centre is providing high quality experience to all kinds of customers

and visitors [ CITATION Hun20 \l 1033 ].

4. Operation Managemnet of Hotel Novotel World Trade Centre:

It is a fact that hospitality of Dubai is regarding the most fastest growing sector and has

witnessed a wide change in past decade. Like various other firms, the role of operation

management is also quite crucial for hotels as the success of hospitality industry depends on the

effectiveness and efficiency of operation management and similar is the case of Hotel Novotel

World Trade Center Dubai. The role of operation managemnet is to coordinate and control the

major functions in hotels such as food production, housekeeping, food and beverages services,

maintenance departments and office operations and provide such experience to guests that could

meet the company’s revenue and occupancy goals [ CITATION Hot21 \l 1033 ].
 4.1 Maintaining High Standards:

However, Hotel Novotel World Trade Centre is quite conscious about the quality of its services

and products that are offered to customers. The operation management has a responsibility take

strict care to understand the requirements and needs of guest. Apart from local guests, there is a

high percentage of international guests in Hotel Novotel, due to this, they prefer to retain the

international standards with regards to beverages and food served to customers and the quality of

services offered to customers. the fact cannot be neglected that operation management of Hotel

Novotel World Trade Centre is offering an essence of its local Dubai culture which is quite

visible at every part of hotel and its functions.

4.2 Managing Customer-Relations:

It is responsibility of operation management of Hotel Novotel World Trade Centre Dubai to

manage the customer relations and determine their level of satisfaction with high customer base.

For this, operation management in the company works hand in hand to find out the changing

customer’s needs. The management collects data from market and introduce the required

changes especially in food and beverage which is served to customers, internal environment, and

the level of efficiency in existing staff. For this, operation management is emphasizing on

technology to maintain high level of coordination and fast flow of information from all

departments [ CITATION Dod17 \l 1033 ].

4.3 Enhancing IT System:

Moreover, operation management in Hotel Novotel World Trade Centre Dubai is emphasize on

the quality of services provided to customers and visitors. To enhance their services, they are

paying significant attention towards the IT system. The operation management is making utmost
use of information technology to improve their operations by coordinating with supply

management and making the employees friendly with IT and system of customer relation

management which is based on latest technology and software.

4.4 Effective Decision Making:

Operation management of Hotel Novotel World Trade Centre Dubai heavily rely on analytical

and quantitative techniques for decision making. The hotel has a data warehouse which has

access to data from every department. This data helps the operation management to understand

the performance and recognize the require changes

Besides the efforts of operation management to provide quality services to customers, Hotel

Novotel World Trade Centre is criticized for its customer services. It is mainly because the

demands are changing every day and the management must take utmost care to make their

services flexible. It has been criticized that despite of making pre-booking, customers must wait

at reception. Hotel Novotel operations management has denied this criticism by clarifying that

hotel has 24-hour system of reception and customers do not have to wait for any query. They are

provided with quality services which is the major strength of the hotel [ CITATION Sha13 \l 1033 ].

5. Issues and Challenges of Operation Managemnet:

Although operation management of Hotel Novotel Word Trade Centre is working efficiently for

the hotel but due to some external changes, the operation management suffers from immense

pressure to deal. Some of the current issues and challenges of operation management facing in

the hotel are explained below:

5.1 Technological Changes:

One of the most critical challenges which the operation management of Hotel Novotel World

Trade Centre Dubai is facing is the rapid changes of technologies. it is a fact that world wis

moving with fast pace and requires firms to adopt changes with time that could best meet the

needs of customers and technology could be in the form of computers, communication, personal

devices etc., As the hotel Novotel is meant for businessmen and travelers, it requires highly

advance technology such as many travelers want high speed informational accumulation,

manipulation of storage. People expect that when they rent a room, it must be proactive as they

are in office or at home [ CITATION Kan18 \l 1033 ].

5.2 Long Time for Failure Resolution:

The other major challenge that operation management of Hotel Novotel is frequently face is the

high time taking for having resolution for the issues. It is because ensuring the good failure

resolution is a critical part of hotel maintenance such as room with broken items must remain

unavailable to guest and locked room represent a less profit for company. It is vital for operation

management of hotel to reduce the time between reporting and resolving a failure which ensures

their quality services and speed for maintenance.

5.3 Changing Travel Patterns:

The other major challenges facing the operation management of Hotel Novotel World Trade

Center is the changing behavior of customers due to emergence of Covid-19 pandemic. The

management is under immense pressure as the Covid-19 has restricted the travel which has

reduced the profits of hotels. The regulation of airline is also changes which has changed the

number of visitors. Novotel facing issue to provide prompt services to travelers so they can stay
ahead of rivals in this time. The operation management needs to focus on changing their patterns

of investments and do not depend on single vision [ CITATION Ken212 \l 1033 ]

6. Recommendations for Improved and Sustainable Operations Management:

Certain recommendations for improved and sustainable operation management of Hotel Novotel

World Trade Centre are explained below:

6.1 Understanding the Changing Landscape:

Firstly, it would be suggested that to have sustainable operations, the operation management of

Hotel Novotel World Trade Centre must analyze the changing trends which is the growing need

of every business. The operation management must make their frequent visits to travelers and

businessmen who wants to have more advanced devices and instruments. They need to

constantly upgrade their technology as many people come for business purposes that must be

given a technological assistance that could not hinder their progress. Further, the rooms for

meeting and conferences must be available at any time required by customers [ CITATION Kan18 \l

1033 ].

6.2 Changing Marketing:

Secondly, it would be suggested that operation management needs to change their marketing

strategy for the hotel. As the pandemic of Covid-19 has affected their profitability, the operation

management should offer new promotional codes to the loyal customers or travelers. As in

Dubai, Hotel Novotel must cater different segments of customers especially the foreign travelers,

they must use social media tools to enhance their reach.

6.3 Proactive Efforts:

It would be further suggested that operation management of Hotel Novotel Word Trade Centre

should pay more attention on CSR activities aggressively in this crucial time-period. Being

socially responsible would help company to enhance their goodwill among customers and will

make them recognize to world apart from their revenue generation [ CITATION Mar202 \l 1033 ].

7. Conclusion:

The paper concludes that Hotel Novotel Word Trade Center is a leading service company of

Dubai. The company is effectively managing its operation since its establishment as they have

strong customer relation, brand image, high quality standards and the management is among best

use of IT system. Despite of achieving immense success in past years, the hotel’s operation

management is facing significant pressure due to the changing technological patterns and travel

behavior due to Covid-19. But it is suggested above that by keeping their pace with technological

advancement and analyzing the demands of businessmen and travelers, operation management

could overcome the issues and will generate a sustainable position in a market of Dubai.
References:

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https://tophotel.news/brand-overview-novotel-to-grow-by-70-hotels/

Hotel Tech Report. (2021). Guide to Hotel Operations (2021). Retrieved from

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Hunt, B., & Calori, R. (2020). Managing Change at Novotel: Back to the Future. Long Range

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