CASE STUDY:

SAFETY AT THE

DOWNTOWN HOTEL
 SUMMARY He spent considerable money refurbishing the property.
When he was finished, the rooms were nicely decorated, the
amenities were appropriate for the intended market segment,

The Downtown Hotel is a 125-unit facility in and the exterior pleasant to look at. Now that he had
downtown Central City, a large city in the enhanced the attractiveness of his building and its rooms, he
northeast. The Downtown Hotel was originally a
wanted to develop a strategy to improve the occupancy rate.
Holiday Inn, built in 1990 and owned by the
parent company. Around 2000, as part of His basic information source was guest comment cards and
restructuring at InterContinental Hotels Group,
mystery shoppers. The common theme of their feedback was
the property in Central City was sold. Faramarz
knew these facts but bought the property anyway; that while they appreciated the modernization and the
he anticipated that he could revitalize it. When
country feel of the place, they felt rather unsafe here.
Faramarz bought the Downtown Hotel in 1990, it
still had a 50 percent occupancy rate, although Faramarz could see that he had a problem but didn't know
the rate had been gradually falling over the past quite how to solve it.
few years
 Statement
of the Problem

What can Faramarz do to make his guests

feel safe inside the Hotel's premises that

would make them come back and

recommend the Hotel to increase the

occupancy rate?
 OBJECTIVES

To make the guest feel safe

To make a marketing strategy
To improve the Downtown Hotel

and secure inside the hotel's

that would boost Downtown
and gain more feedback from the

premises. Hotel's occupancy rate. guests.

 ALTERNATIVE COURSES OF ACTION

ACA 1 ACA 2 ACA 3

To provide a hotel manager,
To create a website that's
To build a strong connection

safety personnels, and CCTV

accessible for the public to view
between the guests through

cameras in all places to ensure

the establishments and amenities
surveys and feedback.This can
help to innovate and improve the
the welfare of the guests. of the hotel.
facilities and amenities of the
hotel.
 EVALUATION
ACA 1 ACA 1
ADVANTAGES DISADVANTAGES
Better security for the guests' safety and The hotel must pay the personnel on a monthly
surveillance cameras can record any criminal or basis, which might be costly.
suspicious activity, and they may be used as a The demands for security personnel might be
shred of evidence. quite high at times. Hence, they hire people who
Providing a hotel manager will ensure proper are unqualified to work as security personnel.
hotel care. A typical security camera is a computerized
High chance to achieve the needs and wants gadget; too much impact or water in the wrong
of the guests. place can render a security camera useless.
 EVALUATION
ACA 2 ACA 2
ADVANTAGES DISADVANTAGES
The information about the hotel will expand. Developing a website might be costly since
It helps in getting the attention of the intended professionals must be hired, and they must be
guests. compensated for their efforts.
The hotel will be more creative in thinking of The downtime of a website is inevitable.
strategies to increase occupancy rates. There are numerous websites on the internet that
offer similar services.
 EVALUATION
ACA 3
ADVANTAGES
The hotel will have a better understanding of
their guests' needs.
It improves the facilities and amenities of the
hotel as well as the service levels, including
the security and safety of the guests.
The guests will feel cared that the hotel is
genuinely concerned about meeting their
needs.
ACA 3
DISADVANTAGES
It can cost a lot of money to innovate and
refurbish the Hotel.
Regardless of how good the service is, the hotel
is most likely to receive unfavorable feedback.
Only a small number of guests will fill out
customer feedback surveys.
RECOMMENDATION
The group agrees to recommend Alternative Action 1 after deliberating the
Advantages and Disadvantages. Implementing this is most likely to boost the occupancy
rate and may lead to the successful growth of the Hotel. The safety and security of the
guests and clients should be the Hotel's top priority. Providing it to them minimizes their
burden of worrying about their personal belongings, personal time, and privacy.
Furthermore, having a high-security standard can also protect the employees and staff
inside and outside the hotel premises.
 PLAN OF ACTION
Activity Person Responsible Timeframe Budget

Develop and maintain a

website that’s accessible

IT Department 1-2 Weeks ₱50,000-₱65,000
and readable by everyone.

Patrol, monitor and

protect the premises of Security Personnel or

Until the end of
₱95,000-₱96,144
the Hotel. Security Guard Contract

In charge of pre-design

services that includes

₱5,000,000-

schematic plans, researchers,

and case studies; planning and

Architect 2-4 Weeks ₱5,600,000

design of the Hotel.