Improving Breakfast Visitor Satisfaction Tourism Essay

In this chapter the subject of this project will be launched. An orientation of the situation can be found. This section will outline the key problem of this statement, namely the satisfaction of breakfast guests and the breakfast operations within the Renaissance Amsterdam Hotel. Following a description After discovering the topic and the company of this research study the challenge is stated alongside the research questions.

1. 2 Problem orientation

The hotel subject to this research may be the Renaissance Amsterdam Hotel. This hotel is situated in the heart of the administrative centre of holland, Amsterdam. It is situated close to the central train station of Amsterdam and all major tourist attractions. The Renaissance Amsterdam Hotel has 8 floors and one extra wing of 3 flooring surfaces with 402 guest rooms which 4 junior suites and 2 royal suites.

The Renaissance Hotel is area of the Renaissance Make of the hotel string Marriott International. MI has a number of different brands (Appendix 1). Matching to Renaissance, guests are Discoverers. This means either leisure or business travelers whose quest is to "take in all in". These friends are considered to be people who travel frequently with a advanced style an appreciate style, decoration, and interesting drink and food.

The three center values of the Renaissance brand are: Intriguing, Indigenous and Individual. These three center values are also taken into consideration with the look of the hotel which can be referred to as 'boutique'. Boutique hotels change in regular or mass hotels because of their unique design and personal services, against big chain hotels with all the same design and services.

One of the indigenous aspects of the hotel is the Koepel Chapel, a big conference hall in a dome chapel with a magnificent outlook. The full total appointment facilities are occupy 4. 922 rectangular meters. These are made up out of 11 meeting rooms of different sizes and the Koepel Chapel.

Besides meeting facilities, the hotel also has several F&B outlet stores. These are "2B Lounge Pub" a lounge club providing cocktails and finger food, but also provides a full-menu when requested. Besides that the 2B Pub can be used for more informal conferences or receptions, up to 200 people. The Koepelcafe is an average Dutch Dark brown cafe. The meals served here's typical Dutch pub food. During the warm months there's a terrace outside looking over the beautiful crooked houses of the Kattengat and the Koepel Chapel. In-Room Eating out is the area service wall socket of the hotel, supplying a full menu 24 hours per day, 7 days weekly. Finally the hotel has a restaurant, Restaurant 'Scossa'. The idea of the restaurant is "Contemporary, Casual and Cool" and will be offering Mediterranean inspired food from an wide open kitchen, 6 times weekly. Restaurant Scossa is also used as breakfast time restaurant of the hotel.

This research focuses on the breakfast service in restaurant Scossa. In a very hotel, dinner is often promoted on the site, throughout the hotel and through other stations. The hotel invests on employees which may have enough experience, are recognized to deliver good service and are representative. That is a different case in breakfast service. Inside the RAH employees from different departments ended up in breakfast service, because these were not operating well in their first position. Where for supper new selections and promotions are created every month or two, breakfast is basically always the same. The average age group of the employees employed in breakfast is 40+ and they have been doing the same work for a long period. Such a work environment can cause demotivated employees if nobody engages them in learning new skills or motivates them to improve there work routines. Although this work environment, the employees are anticipated to deliver service up to the specifications of MI. MI has a worldwide vision, mission, goals and core values (reviewed in chapter 3 of the report). Each solitary hotel must perform conform these main ideals and service criteria have to be reached. But what is actually done to inspire this visitors to achieve this? Where other employees get trained in several areas of their job, breakfast time employees never get training. They are expected to learn already what they need to do, and often the one time they notice about their performance is when something is not heading the way it is meant to.

On the moment the research of the assignment started the visitor satisfaction is 62. 5%, too low set alongside the brand standard (72%) and slightly below the RAH goal (62. 7%) for breakfast(appendices 2-3)In such a assignment it will be researched if guest satisfaction can be upgraded by training, motivating and engaging the employees.

Breakfast service and supper service should depend on the same benchmarks, friends leave a hotel mostly after having breakfast, not after having meal. If the breakfast time experience is actually bad, guests will forget the good dinner they had and the entire food and beverage experience will be downgraded.

1. 3 Problem assertion and research questions

The problem assertion is derived from the above explained problem in the Renaissance Amsterdam Hotel.

"Improving breakfast guest satisfaction by increasing employee satisfaction"

A research study in the Renaissance Amsterdam hotel

The following questions are designed to answer this problem statement

1. What is the hotels' current position?

2. What's guest satisfaction?

3. What is employee satisfaction?

4. How is the breakfast service currently run?

5. How exactly to motivate and teach the employees of the Renaissance Amsterdam Hotel?

6. What's the partnership between staff- and visitor satisfaction?

1. 4 Overview

The next section will sophisticated on the methodology of this research. It will give a theoretical overview of different research methods and musical instruments. Furthermore all research questions will be reviewed together with the research method and tool chosen because of this question. By the end of this chapter there will be an overview of most research questions, methods and devices applied and there will be described why certain options have been made. Once all research methods and musical instruments are chosen, the genuine research can be done.

Chapter 2: Methodology

2. 1 Preview

In this chapter the strategy of the study will be mentioned. A theoretical summary over different research methods and equipment will get and for every research question it will be reviewed what method and device will be used to be able to receive the optimum solution to the question. And the end of this section an overview can be found of the various research questions and the various methods and instruments.

2. 2 Research methods and instruments

2. 2. 1 Research Methods

When designing a study, it is vital to consider different research methods to be able to get all the information relevant to the study. With this paragraph it is detailed wich research methods can be used and when these methods can be applied. After discussing these procedures a decision will be produced which method is usefull for this assignment.

Qualitative research vs. Quantitative research

When conducting a research, a variation between qualitative and quantitative research is manufactured.

"Quality is the fundamental character or mother nature of something; variety is the total amount. Quality is the what; volume is the how much. Qualitative identifies the meaning, this is or analogy or model or metaphor characterizing something, while quantitative assumes this is and refers to a measure of it" (Steinbeck, 1941)

Qualitative research is a type of research that delivers information about the "individuals" area of a topic. The data of the qualitative research will mirror behaviors, beliefs, opinions, emotions and associations of people. Qualitative research is an excellent type of research to use when researching the tendencies, perspectives or feelings of a little people. (Denzin NK, 2001)

Qualitative research methods are for example; in - depth interviews used for collecting more private information, or focus categories where a group of people are asked about their perceptions, viewpoints, beliefs and attitudes towards a certain subject matter, largely questions are asked in an interactive group setting.

Quantitative research is a study technique that is employed to assemble quantitative data, information interacting with information and numbers, anything that is measurable. Information, tables and graphs are solutions to present this kind of information. The most common quantitative research method is a study questionnaire done by a huge population (over 100).

The main difference between qualitative and quantitative research is that the results of your qualitative research is more reliable on the skills of the researcher, interview skills and observations skills for example are very important. On the other hand the outcome of your quantitative research is more reliable on the strength of the research instrument. (Clark M, 1998) A proper set-up survey with the right questions is really important in order to obtain a good overview of the population. Furthermore quantitative research use pre-coded closed questions. If a research is performed to "how much" or how often" those questions are perfect, but, whenever a researcher wants to know more about for example how people experience a certain matter a qualitative research would become more appropriate. Although people can range their negative feeling for the working atmosphere between 0 and 5, with 5 the most negative, you never know exactly how much this negative sense really is. Amongst a lot of research workers it is mentioned what will be the best kind of research. But, the kind of research should always be influenced from the kind of subject and therefore be the most relevant to that subject matter. (Andrew Sanchez, 2006)

Into addition to this separation between qualitative and quantitative research methods, there is also a distinction between office research and field research. Workplace research is a research of information already gathered for other purposes that the current research. These details or data are also known as "Secondary Data". The main purposes of workplace research are to get information about the company, hotel, subject of the study, the competitors, economic trends, market tendencies and demographic trends. All already produced information is utilized to gain more info about the research topic. Office research is often done throughout the research and for that reason can also help execute a proper field research. A field research is done by direct connection with the researcher and the subject of research. The info derived from this research can't be found by doing table research. The data gathered by this research is named "Primary Data" they are data that is only gathered for the purpose of the precise research. Research I

2. 2. 4 Research Instruments

Research tools are data collection tools assisting the researcher to answer the study question. Different research musical instruments can be used to answer the same research question. Different research methods request different research musical instruments. Within this paragraph different equipment are mentioned and the devices useful for this research will be chosen

In-Depth interview

This instrument is a qualitative tool and can even be called an individual interview. That is a two way discussion initiated by the researcher to acquire information from a respondent. The greatest gain is the depth of information and aspect that can be guaranteed. It far surpasses the information guaranteed from telephone and self-administered studies, mails studies or computer. The interviewer can also do more what to enhance the quality of the information received than with another method(Cooper, 1998). The interviewer has more control, they can easily see the habit of the respondent, if the individual is cynical, mental or angry about a certain subject matter. A disadvantage is the fact personal interviews are frustrating. If a high amount of respondents is needed, a lot of interviews need to be done. Besides that, people can be reluctant to talk with strangers (if the interviewer is a stranger) or on the other hand doesn't want to give too much private information or show feelings if the interviewer may the respondent.

Focus groups

A concentrate group is a panel of folks led by a moderator who meet for 90 minutes to 2 time. The facilitator or moderator uses group dynamics concepts to focus or guide the group in an exchange of ideas, thoughts, and encounters on a particular topic. Focus communities can be used to generate and assess ideas or diagnosis of needs (Cooper, 1998). The benefits of focus organizations are that they offer a director or researcher an instant understanding of the central issues of a subject or problem. Participants can react in their own words and they can respond to each others replies what can result in interesting conversations about the subject. A disadvantage is that there surely is a limited sampling accuracy and get a much better overview quantitative instrument will be needed.

Case studies

Case studies place more focus on a complete contextual research of events or conditions and their human relationships (Cooper, 1998). Solitary case studies can be done as well as multiple case studies. The benefit of a single research study is the in-depth information and knowledge that is gained in regards to a single subject. The disadvantage of an case study which it relies on a great deal of qualitative and quantitative data.

Self-Administered (mail) Surveys

In a mail survey, the respondent may take additional time to collect truth, talk with others, or consider replies than can be done with personal interviews. May surveys will be more impersonal and providing more anonymity than other interview methods. The primary advantage is that it's not too time consuming and anonymity will encourage visitors to give genuine answers. The major downside is that there surely is no control over the response. Furthermore there is a limitation on the space associated with an interview, as respondents will refuse to cooperate with long or complex questionnaires.

Document analysis

Document examination is a organized procedure for reviewing or assessing documents. The documents contain words or images that were not noted for the purposes of the study. It is a qualitative research that requires that data are analyzed and interpreted by the researcher in order to elicit meaning, gain understanding, and develop empirical knowledge(Corbin & Straus, 2008). This instrument is often used in front of you study and the info will be contained in the record. It is often used in blend with other qualitative equipment. The benefit of this instrument is the fact it gives a whole lot of in-depth information about the topic. A drawback is that there surely is a great deal of information available and it depends on the research workers' skill to split up the useful information and interpret it in the right way to make it relevant for the study.

2. 3 Chosen research methods

Due to the subject of the study both types of research are needed in order to come quickly to a proper end result. Nevertheless almost all of the research will be Qualitative research. This because, as mentioned previously in this chapter, qualitative research is focused on the individuals aspects. Satisfaction is an emotion or a feeling folks have in a certain situation and is therefore very real human. Qualitative research will help answering the research questions about visitor satisfaction and employee satisfaction, and get a synopsis of the current breakfast businesses in the Renaissance Amsterdam Hotel. Quantitative research is required to get an overview over a larger population of friends and employees. This gives an outcome that may be measured and provided in a desk. Each one of these data used for the study are Major data accumulated through field research. Furthermore extra data will be gathered by conducting a desk research searching information about the hotel, and ideas about guest- and staff satisfaction.

2. 4 Chosen research instruments

In order to find answers to the study questions different research devices will be utilized. First of all document evaluation will be utilized to assemble in-depth information about the topic, but also to get a much better understanding about the topic. In order to get a good summary of the hotel, documents will be analyzed that provide information about the environment in and outside the hotel. To investigate these details different strategic analyzing tools will be used. To get better understanding of visitor- and employee satisfaction, literature about these themes will be examined. This device is chosen because it is necessary to obtain in-depth information about visitor- and staff satisfaction before it could be analyzed for this specific hotel.

Case study will be used to obtain a good overview about how precisely the breakfast is handled in the hotel. This is a single research study. As it has been said, circumstance studies do rely on qualitative and quantitative data. This data will be gathered through the use of focus groups and self-administered research.

To determine visitor satisfaction, email studies will be used. Every visitor that visited provides the opportunity to leave there email upon check-out. Following the checkout, surveys about the entire experience during the guests stay will be send to these email addresses. In these research guests can score there breakfasts encounters from 1-10, judging on the meals quality experience and service quality experience. All rates above 7 will be counted as 'satisfied' to assess the visitor satisfaction ratio. The expected response will be 30 monthly based on earlier months. A higher response would be preferable but matching to Marriott Standards, it is not allowed to drive a guest to fill in a study, or ask the guest to fill out surveys throughout their stay (MGS). However, these 30 friends will be representative for the other guests that remained in the hotel at that moment. This tool in preferred above in-depth interviews because more honest answers will get, as the guest will react anonymous.

The employee satisfaction is assessed by a self-administered survey. This study will be an automated survey and every worker can complete this out private. It is therefore excepted to receive honest answers from all employees. The questions of the survey are available in appendix. . This is not the original perspective of the questionnaire, which is conducted by computer, but offers a synopsis of the questions asked. As all employees are obligatory to fill out this survey a response of 30 is expected. Although this study may have the restriction that less in-depth information is received, the results of the review can be discussed in a emphasis group when necessary.

The focus organizations instrument is used to look for the training and inspiration needs of the employees. In such a concentrate group will consist of all breakfast employees, both full time and part time. The breakfast team includes 30 people in total. Not all people will be come to at the same time, therefore 3 classes with 10 people every time will be planned. During these trainings the training and motivations needs of the employees will be the key talk point. In appendix. . the look of this target group conversation will be shown. As the employees are working in a team and connect to each other, this method will be more useful than in-depth interviews. Furthermore in-depth interviews will be more time consuming and for that reason found of less use for this research.

2. 5 Research instruments applied

2. 5. 1 Overview

In the following table for every single research question is stipulated what kind of research will be achieved and what musical instruments will be used to answer the study question.

Problem statement

Quantitative or


Desk or



What is the hotels' current position? (proper analysis)


Desk, use of supplementary data

Document evaluation.

Several proper analyzing tools from management catalogs.

Hotel Data


What is guest satisfaction?

Qualitative and quantitative

Desk, use of secondary data

Field, use of primary data

Document analysis

Hospitality catalogs (books review)

Hotel data.

GSS surveys

What is employee satisfaction?

Qualitative and quantitative

Desk, use of extra data

Field, use of primary data

Document analysis

Hospitality literature (literature review)

Hotel data

Employee surveys

How's the breakfast time service currently operated?


Desk, use of secondary data

Field, use of primary data

Hotel data, guest comments, employee remarks, focus groupings.

How to motivate and teach the employees of the Renaissance Amsterdam hotel?


Desk research,

Field, analyzing determination &training needs

Document analysis

HR books.

Focus groups

Comments from employees

What is the partnership between employee- and visitor satisfaction?


Desk research

Field, GSS

Document analysis

GSS comments

2. 4. 2 Justification overview

What is the hotels' current position? (proper analysis)

This question is chosen in order to obtain additional inside information about the hotel. To come up with tips, an in-depth eye-sight of the hotel is necessary. Therefore is chosen to execute a strategic examination of the company.

This examination is a qualitative research because the intention is to determine about the essential figure (Cooper & Schindler, 1998) of the company, and can be characterized as a case-study.

Both table and field research will be employed to answer this research question the best way. Table research will be achieved by document research, reviewing data gathered from the hotel (Supplementary information). All of this information will be put together to be able to analyze the company with the aid of tactical analyzing tools from management catalogs.

What is guest satisfaction?

This question is chosen to comprehend the definition "guest satisfaction". To answer this question a books review will be conducted. This analysis is a qualitative research and can as well be characterized as document analysis, office research.

What is employee satisfaction?

This question is chosen to understand the definition "guest satisfaction". To answer this question an intensive literature review will be conducted. This evaluation is a qualitative examination and can as well be characterized as report analysis, workplace research.

How is the breakfast service currently handled?

This question is chosen to get an improved view of the breakfast time in the hotel. The question is separated from the first question (a view of the hotels' current position could also discus breakfast) because this is the primary focus of the study. This analysis is a qualitative research and can as well be characterized as a case-study. Office and field research will be achieved. Information from the hotel will be used in order to get a better insight in how breakfast is currently maintained. The breakfast time service businesses will be studied and employees will be interviewed through focus groups.

In this part the actual guest satisfaction of the RAH will be measured. This will be achieved trough an survey conducted by email. This will be a quantitative research done by field research.

Furthermore the genuine staff satisfaction of the RAH will be assessed as well. This will likely be done trough a self-administered review conducted with all breakfast employees. This is a quantitative research done by field research.

How to motivate and train the employees of the Renaissance Amsterdam hotel?

To answer this question a books review will be achieved to obtain additional insight in motivation and training employees. This evaluation is a qualitative evaluation and can as well be characterized as doc examination, done by office research. Furthermore another qualitative research device, focus teams will be used to see the inspiration and training needs of the employees.

What is the partnership between worker- and visitor satisfaction?

With this question the relationship between employee- and visitor satisfaction will be explored. There for an desk analysis will be achieved by document analysis (Qualitative Research) Furthermore the data of the Guest satisfaction research and worker satisfaction studies (Quantitative data) will be mentioned and linked to the theory, this field research can be characterized as a case-study.

2. 5 Summary

In this chapter the various research methods and tools were mentioned. After a report of the theory about these topics, the techniques and instruments because of this research were chosen. The main research method will be qualitative, this because satisfaction is a sense a person has about a certain experience and for that reason very human. Qualitative research is approximately the human aspects of an subject, against quantitative research, where benefits are measured and can be put in dining tables or graphics The primary tool will be document-analysis (extra data examination), this report analysis will be done by using books about the themes talked about in this article.

To analyze the current breakfast procedures, the breakfast procedure will be viewed and the employees can discuss their judgment in a focus-group. The focus groupings is important to investigate the discussion between the several employees en get a far more in-depth view in their thoughts and experience.

There will be quantitative methods found in this research. This is utilized to give friends and employees the chance to give an private reviews on the breakfast service. This is used instead of in-depth interviews as people can feel more limited when not being anonymous.

These methods and tools are used to offer an effective answer on all research methods. The info collected by using these musical instruments are displayed in the next chapter of this report.

Chapter 3: Results

3. 1 Preview

In this section the results of the research will be provided. The results will be presented per research question. . . . etc etc nog niet af. . . . .

3. 2 What is the hotel's current position?

3. 2. 1 Internal analysis

The internal examination was done using the 7 s Model, developed two consultants of the McKinsey Company in the first 1980's (Proven Models B. V. , 2011). This model discusses internal aspects that needs to be analyzed and aligned in order for a company to function properly. These factors will be the following; strategy, composition, systems, personnel, style, skills and shared values. Inside the intro the Renaissance Amsterdam Hotel major characteristics have been described. On this chapter the inner environment of the hotel will be explained based on the previous pointed out 7 S Model.


The vision, objective, objectives and center worth of MI are the driving forces behind every hotel part of the Marriott string.

- Eyesight: "To be the Global Hospitality Leader". This perspective is grounded in the extreme focus on taking care of the guest, considerable operational knowledge, the development of a highly skilled and diverse workforce, and offering the best collection of lodging brands on the market. As MI is considered in the top three of hotel chains worldwide, this can be an achievable vision.

- Mission: "To make brand loyalty and preference to maximise shareholder value". The ideals from the eyesight are expressed in this mission statement. A quest statement guides a hotel as it seeks to achieve the long term aims (Olsen, 1998). This objective statement signifies that through brand devotion and preference, which include guests as well as employees, the shareholder value will be maximized. As virtually all Marriott Hotels are handled by the chain and not owned, it is very important maximise the shareholder value and also grow.

- Goals: as an expansion of the quest and eye-sight goals were designed. The first goal is: "Solidify product and service control, drive revenue and enhance growth". This goal gives a method for obtaining the mission. The second goal gives a more measurable indicator of the eye-sight: "Double the occurrence of Marriott in Europe"

- Core Values: The core values derive from the idea of the "Spirit to Serve" this heart includes fundamental ideals of service to associates, customers, and community which provide as the cornerstone for any Marriott Affiliates (MGS)

To adhere to this strategy, the Renaissance brand has developed its own group of standards and initiatives to reflect on the values mentioned above, these are called the R-Ways. You can find 20 R-Ways and the ones are strategy, behavioural or community founded (Appendix. . ). The R-ways are rotating every day and talked about at pre-shift conferences. Herewith the operational staff can discuss different R-ways and get more involved in the objectives of the hotel.

Another very important strategy is the selling strategy of the hotel, as the way the hotel performs is determined by the deal of rooms. The main channels for this are online bookings and the group bookings done by the Happenings Reservation Centre. The costing strategy used for the sales of rooms is "rational" which means that it is not hard for the guest to understand why an interest rate is asked for a particular room. Therefore a platform price is defined for the Deluxe room (standard room) and between different room types, always the same price difference is used. Furthermore MI has the "look no further" ensure. Herewith it is assured that the price listed on the Marriott website is the foremost rate available everywhere you go, with exception of corporate rate campaigns. The daily rate is based on an estimated demand. This predicted demand is determined by the machine Marriott One Produce LRTP (Long Range Project Tool). This technique uses historical data and current reservations to determine trends that help to forecast the demand to the specific day. In appendix. . a desk is shown that compares the numbers of the RHI to the statistics from the Hosta Standard Report. This body demonstrates the occupancy and room rate are greater than benchmarked.


The Renaissance Amsterdam Hotel employs around 215 employees of at least 25 different nationalities. The composition of the hotel is of useful design. This implies grouping professionals and employees matching to their areas of skills and the resources they use to perform their careers (Hellregiel et al, 2005). This composition has inexpensive benefits because the easy structure helps to keep administrative expenditures low as everyone in a division can show training, experience and resources. Furthermore, job paths are clearly to be seen by employees of their own team. An organizational graph are available in appendix. . . Cons of the composition can be an limited communication between products can occur as departments concentrate more on the departmental rather than organizational issues and goals. Furthermore horizontal linkages are difficult to make as employees are specifically trained. For example an food and beverage employee won't be in a position to assist at the front end office. However, since the tasks and duties are extremely specific and various per department, it's important to really have the company structured clearly and for that reason this structure good for just how of working in the hotel. Furthermore the lines of communication are extremely clear to all or any employees, an functional employee will report only to the Supervisor working and the supervisor will speak if necessary upwards to their administrator. In this same manner managers or directors will talk information to operational employees.


The Property Management System that is utilized in the RAH is OPERA used mainly by the rooms division. Used by the rooms team but also the sales and marketing department is MARSHA an Global Reservations System employed by all Marriott's over the world. The F&B division uses MICROS as an Point of Deal System. Each team has its system to process, analyse and upgrade data, but the main systems mentioned previously are used to acquire all departments up to date about important guest data. Another important system is MGS, Marriott Global Source. This is a website only accessible for Marriott employees and is a source of information and knowledge for those Marriott's worldwide.

Next to the computerized systems, the Renaissance Amsterdam Hotel also has operational systems in place. One of these systems are the Brand Requirements. These specifications are produced by the top Office and every different Marriott brand has the same requirements a hotel has to stick to. These standards range from reservation methods to check-out methods and all techniques in between, nor only identify the procedures for guest contact, but also, for example, the design and equipment for a visitor room, the desired cleanliness of a storage room or the required amount of training given to the employees.

To translate these brand benchmarks into functional systems, every hotel can form their own Local Standard Operation Procedures, or LSOP's. This allows the hotel to still adhere to the Brand Expectations, but make it more sensible, informal and adjusted to local requirements. Nevertheless these LSOP's have to be approved by the director of the department, in order to make certain it is still up to Brand Standard.

These specifications are examined by an exterior auditing team, that goes to the hotel frequently. After every audit an article is send to all or any department heads in order to follow up on the feedback given.


The staff of the Renaissance Amsterdam Hotel aren't called employees. According to the Renaissance brand the employees will be the brands "Ambassadors". This name is given in order to provide the employees a sense of engagement, and engagement into the hotel in order to feel more responsible and feel less hierarchy. Nevertheless in this record the term "employee" will be used. As stated before in this section, the hotel has employees of 25 different nationalities. This is divided in 65% Dutch employees and 35% other nationalities. Furthermore it could be seen that the ratio of international employees is higher in the operational departments. Marriott International has stringent rules about similar treatment and a zero-tolerance policy towards racism (MGS), and therefore there is a low amount of ethnical misunderstandings. The official dialects spoken in the hotel are English and Dutch and it is not allowed for folks from other nationalities to speak in their own terminology if there is an employee included would you not speak or understand that vocabulary. Furthermore, since a hotel is an international environment, the Dutch natives are being used to deal with international people. Also, many of the international employees in the hotel have taken enough time to learn the Dutch vocabulary. The supple integration of employees into the working environment and is effective to the working-culture of the Renaissance Amsterdam Hotel. And this not only works positive on the task floor, but also has an additional benefit for the international friends; often friends can be dished up in their own dialect.

Another essential requirement about personnel is the staff desire and satisfaction. This subject will be extensively handled in paragraph. . . Marriott International has al large range of training material and educational materials available on the MGS website. However, as it pertains to practice, it appears that not absolutely all available resources are used to teach or instruct the staff. Although the task environment is suitable, the wages paid are above minimum amount, there are good company procedures set up and employees and professionals are encouraged to create a nice and sociable work environment, the Hotel only scored 65% (average ) on satisfaction based on the employee satisfaction survey of January. The meals and beverage division obtained higher with an score of 76% on satisfaction.


The management design of the Renaissance Amsterdam Hotel can be best characterised as bureaucratic. "Within a bureaucratic culture, the behavior of employees is governed by formal rules and standard operating types of procedures, and coordination is achieved through hierarchical reporting relationships" (Hellriegel et al, 2005 ). As discussed in before the structure of the business is hierarchical (organizational graph, appendix. . ) you can find little communication between operational staff and higher management. Decisions by higher management will be produced with consideration of all employees, but the employees aren't area of the decision making process. This leadership style is much less rigid and controlling as the autocratic style, but also not as free as the democratic or laissez-faire style. In large companies like the Renaissance Amsterdam Hotel, rigorous and clear guidelines are needed, and therefore this control style is chosen. However, within each team other leaderships styles may appear in order to require the employees more in to the daily functions.


Skills make reference to the genuine skills and functions of an company as a whole (Proven Models B. V. , 2011).

The Renaissance Amsterdam Hotel has a some procedures in place that produce sure individuals employed in the hotel are skilled. Among these processes is the recruitment process, which is employed atlanta divorce attorneys hotel part of Marriott International. As soon as a there is a vacancy, the human resources ambassador will make a inside notice. As MI feels in campaign from within, the vacancy must be posted for 72 hours internally before it will be located on the Marriott Jobs website. On the site candidates can apply online, where the first step is to send their CV, Reason of interest and private information. If the applicant is found suited for the position by this first information, he or she will be invited to do a web assessment. The examination includes multiple choice questions related to the work requested where several conditions are shown. The applicant has to choose how he or she would react on or offer with every situation. Only candidates scoring 'green' on this test are invited for an interview. This technique is very productive as the skills and knowledge of the applicant has already been tested before the interview. Because of this the interview is definitely an "behavioural interview" where in fact the applicant is asked behavioural questions and is looked ad the way the applicant would fit within the team. Behavioural interviewing is done trough the "STAR" method. (Situation-Task-Action-Result) This method allows the interviewer to own an easy check if every question is totally solved. When all applicants are interviewed, the human being resource division and the particular department decide who will fill the positioning, where goal is located on people from the Marriott String (internal) over exterior candidates. This recruitment process is the same for every level of the company, from operational staff to directors. In this way MI insures that the recruitment process is constant and good.

After being appointed, every new employ with the Renaissance Amsterdam Hotel must follow the Renaissance established training program, called "In The Beginning". Again, every level of hierarchy is necessary to check out this two-day training which is given in the first month of career. In such a training, new hires are launched to all aspects of the Marriott Chain, the Renaissance Brand and the specific hotel. The brand new hires are cared for as guests in the hotel to get the full experience they will provide to the guest. After 90 days a follow-up training is will get, called "the Story Thickens". In this particular one-day training the prior training will be evaluated as well as first experience in the workplace. Furthermore the emphasis of working out is team work and service. Within this training the Renaissance eyesight of service is discussed and applied. These trainings receive to guarantee the people doing work for the hotel are skilled and also have knowledge about not only their office, but also the eyesight of the Renaissance brand. The employees should be an "Ambassador" of the Renaissance brand.

Although this intensive training at the start of occupation, supervisors and managers fail to go on with ongoing training for as well long-term employees and reasonably new employees. As mentioned before, MGS has a wide range of training materials able for many employees. Every beginning of the switch a 15-minute training should be achieved, where in fact the R-way of this day is discussed, the team is briefed, specialities of that day will be talked about and a tasting of the dish of your day will get. This may be an effective method for the employees to gain more knowledge and ask questions, but it seems not to be done consistently in practice. Furthermore there are a great number of trainings provided, but the professionals and supervisors pay little account to these trainings and don't encourage the employees to wait.

Another tool to guarantee the employees are skilled is the "Passport to Success" program. The program consists of specified trainings per office and change yearly to make sure all employees are current. The training has exams 12 disciplines (such as: "Host", "Breakfast service", or "Bar-Arts") and yearly the department must have full conformity. As seen in the F&B department this isn't taken too serious. The supervisors don't possess or make the time to train the employees properly and fill out the test themselves to be able to obtain this full conformity, alternatively than make sure the personnel is up to date.

Shared values

The core prices of Marriott International were already set in 1927 when the first hot-shoppe was opened up. These are the words of of Marriott co-founder J. Willard Marriott, "While you take proper care of your people, they'll take good care of the customer, and the client will come back and again and back, and the business enterprise will take care of itself. " Or, his wife, Alice S. Marriott, said it more simply by stating, "Happy people means happy customers. " (MGS). All Marriott Hotels still work corresponding to these values, although they modified in words and tend to be more analyzed and extended by know. Marriott now models the following center values

Put People first, take care of associates and they will look after the customers

Pursue Excellence, determination to the customer through service excellence

Embrace Change, success is never final

Act with Integrity, how exactly we do business is really as important as the business enterprise we do

Serve our World, Our "spirit to provide" makes our culture more radiant, our business stronger and the world a much better place (MGS).

These worth are shared with all employees in the "Initially" training and are interlocked in the daily functional practices. Examples are the "Associate Appreciation Week" were professionals and directors organize and help with a week of festivities for the employees and the annual breakfast that the hotel arranges for a child hospital in Amsterdam.

Next to the MI main values does indeed the Renaissance Amsterdam Hotel also have its own ideals. These beliefs are distributed to the employees during the in the "Initially" training as well on the daily each week basis through R-Way #1 1: Live Renaissance Main Principles - Intriguing, Indigenous, Independent.

When someone is intrigued he's curious for something. The Renaissance Amsterdam Hotel message or calls it guests "Explorers" and explorers are always curious for something new. Employees can discuss these value by posting "inside" information, as yet not known by travellers, or tourists courses, like a just opened museum or an new restaurant. Employees are encouraged to do so in addition to a special "Navigator" guide is perfect for employees to know about new, interesting places.

Indigenous means that the guest has the sense that the hotel is connected to the local community and has a history of its own.

Independent is seen in the look of the hotel. Not one Renaissance Hotel is the same, all hotels have different design and outlook. The Renaissance Amsterdam Hotel shows to be both indigenous and 3rd party as it gets the Koepelchurch, a 16th Century dome chapel linked to the hotel and today used for events. Another indigenous aspect is the Koepel Cafe, an average Dutch brownish cafe, visit not only by visitors, but also by local people, which give the guests the feeling that they are area of the neighborhood. These three central values supply the guests the feeling the fact that Renaissance Amsterdam Hotel can be an unique hotel and that their stay is an unique stay. Especially functional staff is encouraged to talk about these values with the friends and to learn and explore as much as possible to have the ability to provide the friends with the perfect recommendations and service during their stay.

3. 2. 3 External Analysis

To get a good overview of the development outside a hotel it is important to do an exterior examination. This environment is also known as the "Macro" environment. The macro environment is the surroundings the organization has no effect on. Nevertheless outdoor pushes can have a great impact on the organization. Analyzing this macro environment gives a good perception in the opportunities and dangers of your hotel. Because of this analysis the Environmental Scanning model by Kotler can be used (Kotler, 2002). This model identifies the six most influential pushes in a hotels macro environment. These 6 forces are as follows; Demographic pushes, Economic forces, Natural causes, Technological forces, Political forces, and ethnical forces. In such a paragraph every push will be discussed

The Demographic Environment

"Demography is the study of human being populations in terms of size, density, location, get older, sex, race, profession and other reports"(Kotler, 2002 p. 124). Demographic makes are very very important to a hotel as it will involve people, the friends of the hotel.

In order to analyze the right group of people first the marketplace mix of hotels in Amsterdam is highly recommended. Therefore the HOSTA 2010 survey is was used. This article is presented each year by Horwath HTL (appendix 4).

After looking at these data, there can be concluded that the marketplace mix of hotels in Amsterdam is consisting of Dutch, British and American friends (printed vibrant). Which means demographic area of the external analysis is based on these three human population groups.

In the next body the demographic mixture of the three populace groups is offered (appendix 5). Out of the number can be concluded that the three populations are reasonably the same demographics such as era distribution, expansion rate, religion and life expectancy. Therefore, in this evaluation the same developments can be employed to all three populations.

Appendix 6 shows the main element factors of demographic changes in the Top 10 source market segments. The top 10 source marketplaces includes; the Netherlands, the USA, the UK, Switzerland, Italy, France, Austria, Belgium, Denmark and Japan (Grimm et al, 2009).

The changing age structure of the population

The solo most apparent demographic development in European countries and other industrialized countries like the US is the changing time structure of the populace (Kotler, 2002). Matching to a written report of the US the older society keeps growing at a considerably faster rate than the speed of the total population. The total fertility rate is below the replacement unit level in virtually all industrialized countries (United Nations, 2008). The populace has been increasingly ageing for days gone by sixty years and it is predicted it'll continue to achieve this (Appendix 6). The changing time structure will effect different aspects of the society. Investments are predicted to decrease, while savings increase, which affects the economic growth in a negative way. Furthermore the older the population, the lower the work pressure while the demand of healthcare will be growing.

The rising amount of educated people

The United Educational, Scientific and Cultural Group (UNESCO) has been collecting data for years about the education of the world's people. What has been noticed is usually that the world is becoming more educated generally. Increasingly more first world citizens are enrolling in tertiary educational programs (Appendix 7). This visual implies that the enrolment in tertiary education has increased in THE UNITED STATES and Western Europe as well as worldwide within the last a decade.

When taking a look at HOLLAND, education is also an important aspect in the world. In order to increase the return on educational expenses, the Dutch federal government focuses on the utilization of ability, on every educational level. Therefore quality of education is very important. Although the turmoil, there will be less cost savings on education in comparison to other savings done by the government. This all is performed to prepare holland for the expected knowledge-driven overall economy (Miljoenennota 2012).

The economic environment

Economic growth can have a large effect on consumer demand for hospitality services. Economical forces affect organizational behavior and performance. Causes that create expansion and income help organizations to use activities that will gratify all stakeholders such as owners, employees and suppliers. But, on the other hands, negative economic styles make a business face high pressures to cope with the different interests of the different stakeholders (Harrison, 2005). For instance, decreasing revenues can make the owners of a hotel less satisfied. They might decide to reduce labor costs to be able to still reach earnings goals. Employees in this case will be less satisfied as they'll feel there is certainly more pressure in it to work harder.

Below an research of 3 different economical indicators are available. The indicators derive from an examination of the characteristics of 'advanced economies' by the International Monetary Account. There is no established description for a sophisticated economy, but Kofi Anan, former Secretary General of the United Nations defined a sophisticated country the following: "A developed (advanced) country is the one which allows all its citizens to enjoy a free and healthy life in a protected climate. " The countries where the most friends of the hotel come from can be considered as developed countries.

Gross domestic product

The Gross domestic product is often considered the best measure of how well the economy is executing (Mankiw, 2003). GDP can be viewed at in two ways, first as the full total income of everyone in the economy, second, as the full total expenses on the economy's end result of goods and service. An economy with a big result of goods and service can better gratify the demands of households, companies and the government. In this examination the percentage development of Real GDP is used. Real GDP actions the value of goods and services using a constant group of prices. This better presents how an overall economy does, as a society's potential to provide economical satisfaction because of its members ultimately is determined by the quantities of goods and service produced.

Appendix 8 shows the decrease of GDP through the economic crisis. A negative development in real GDP means that the financial output was significantly less than the total expenses. A small expansion after 2011 is expected.

Private consumer expenditure

The private consumer expenditure (PCE) is a major element of the GDP. It covers consumer shelling out for goods as well as services. Appendix 9 shows the ratio change of the PCE. It shows one of the reason why the GDP is continuing to grow negatively in previous years. When the spending routine is less than past years and the result continues as before, you will see too much source and less revenue.

Domestic demand

Another important component of the GDP is home demand. Domestic demand shows the demand for goods and services in a country. If there is a decline in domestic demand, the first components influenced are usually luxury products and non-essential services. Appendix 10 shows the drop in demand when the consumers were afflicted by the turmoil. Again a small increase is expected, when the overall economy will be more stable and the buyer will trust the economy again.

Continuing financial uncertainty

Since 2007 the earth knows a financial meltdown, also called the Global Financial Crisis. This crisis began with the collapse of the housing market in america in 2007. This possessed a great effect on global economic markets and decreased investor confidence which eventually led to great deficits on the stock market segments in 2008-2009. Economies worldwide weakened and governments and central banking companies needed to take action and tried to resolve the economic problems with fiscal help and change of monetary policies. The monetary condition of European government authorities deteriorated as the income from fees declined but the government costs increased. This all makes the central bankers becoming more careful (European Travel and leisure 2011). The Euro Central Loan company was the first major central lender increasing rates in 2011. This means that the concern about reliability.

The Social-Cultural environment

"The ethnic environment is made up of organizations and other makes that affect society's basic values, perceptions, tastes and behaviors" (Kotler 2002 p. 140). When considering the ethnic environment of Amsterdam there must be considered all the travelers visiting the town, the different civilizations influencing Amsterdam short term (holidaymakers) and Long term (inhabitants). To learn the result of changes in the social-cultural environment on the hospitality industry, there needs to be looked at movements that have an effect on the Dutch or Amsterdam hospitality market.

An recent article published in the brand new York Times (Benhold, 2010) analyses the style toward part-time and much more relaxed working time called the "new world of work" with the Dutch as pioneers of the new craze in work and life balance. Predicted is the fact, within the coming years also work-focussed countries like the United States and The United Kingdom will start reducing working hours to spend more time using their family, or for entertainment or relaxation time. That is due to more woman entering the workforce, but also production is now more important than real worked hours. In addition to this, Carslon Wagonlit's business travel fads survey (Koetting & Widener, 2010) predicts an decrease of level of business trips, focusing on minimization and efficiency of each business trip. Which means that companies will eliminate the unneeded business trip and get more output out of less business trips. This will effect the Amsterdam Hospitality market adversely; as business journeys are a big market for Amsterdam Hotels, like the Renaissance Amsterdam Hotel.

Another craze in the social-cultural environment is regarding the leisure friends. Amsterdam is globally famous for its tolerance towards drugs. Coffee shops are up to an touristic attraction as some famous landmarks in Holland. 26% of leisure friends visiting Amsterdam appointments a coffee shop (Gemeente Amsterdam, 2007). For over already 10 years the government maintain stricter rules towards coffee retailers, a so called "extinguish policy". This insurance policy forbids coffee retailers to continue their business after breaking the set in place rules for three times. Furthermore, since 2007 it is not allowed to serve alcoholic beverages in a restaurant and there had to be decided to either continue selling soft-drugs, or continue the same establishment as a regular cafe. In 2011 the government decided to even strengthen the rules even more to decrease people from outside the country visiting caffeine retailers (Tweede Kamer der Staten Generaal, 2011). This would be the end of the "open-door coverage" as caffeine shops is only going to be allowed to sell to their "club members". This new coverage will succeed from January 2013 in the whole Netherlands. Although Renaissance Amsterdam Hotel is a 5 celebrity hotel and not aiming for "drugs travellers" it is likely that this will affect the complete Amsterdam Hospitality Industry.

The Natural environment

The past years there has been a growing pressure on the hospitality industry to "LIVE GREEN". This pressure comes from both the government as the public. (Brymer et al, 2012). This because the folks are getting increasingly more aware of natural resources. While using increasing population, also more natural resources are needed. Environmental consciousness increases, and therefore people are prepared to do more to keep a lasting environment. As hotels are often big companies and for that reason can have a huge impact on the natural environment.

The Technological Environment

"The technical environment is perhaps the most dramatic pressure now shaping our future" (Kotler, 2002 p. 135).

Social Networking is one of the most effective growing technological fads at present time. Most used are Facebook, Twitter, You Tube and Flick but besides these well known websites there were in 2012 246 social media sites available on the internet (Brymer et al, 2012). Social networking sites have grown to be often used method of communication all around the globe. It is a fast method for hotel to share information with (future) guests and revise people on future events or offers. Furthermore a wide range of people can be reached at relatively low costs as the websites already are created by an authorized. Nevertheless, because this is an easy paced communication tool, it is very important to keep all information up to date.

3. 6 Summary

Chapter 4: Conclusions and recommendations

4. 1 Preview

4. 2 Conclusions

4. 2. 1 Sub sections

4. 3 Recommendations

4. 3. 1 Sub sections

4. 4 Contributions and limits of the assignment

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