Research report: How does one manage and develop customer loyalty?

Thèmes abordés

Rapport de recherche, rapport de stage, hotel

Résumé du document

In 2007, the Accor group created the Pullman brand, dedicated to business travel and events. The concept of the hotel in the airport is focused on the universe of businessmen in strong technological fields.

Before 2007, the airport was under the Sofitel brand and was called the Sofitel Brussels Airport. In 2007, the Accor group decided to transform Sofitel Brussels Airport into Pullman Brussels Airport in order to respond to the growing demand of business travelers. The hotel in the airport underwent numerous renovations to respond to the customers better. The interiors became more modern and state-of-the-art equipment and conference rooms were fitted out. The airport zone welcomes a lot of companies' offices and gives, of course, a quick access to the Brussels national airport. This ideal situation, especially adapted for business stays and meetings, is one of the most important strengths of the hotel. Unfortunately, this area is also being exploited by many other hotel groups. In fact, Pullman Brussels Airport is surrounded by 12 other hotels of which only 4 are part of the Accor group. This implies a strong competition that weakens the hotel activity.

Pullman Brussels Airport responds to all businessmens' needs. It has 125 comfortable rooms with internet access, TV and coffee machines, a convivial restaurant and bar. The external swimming pool, the jacuzzi, sauna and the fitness equipments offer to the guests the relaxation they are aiming for. Last but not least, the hotel has 10 meeting rooms that are totally flexible and that can be adapted to the events' needs.
Around 65 people are working at Pullman Brussels Airport. They are divided between the different departments: housekeeping, restaurant, bar, reception, reservations, set-ups, sales and banqueting. Even if each has a dedicated task, their functions are interdependent.

Suffering from the economical crisis and the growing competition, Pullman Brussels Airport's turnover has decreased in the last few years. Its turnover dropped from 7,040,726 euros in 2007 to 5,313,723 euros in 2009. The conference and event department is the department generating the most income just after the bedrooms reservation. This is the reason why the hotel managers grant a great importance to the maximization of the profits generated by this activity.

Extraits

[...] Et ensuite il n'y a rien a faire pour le ramener chez nous? Non c'est un processus de négociation donc on pause notre proposition et après c'est a eux de choisir l'hôtel qui leur convient. Mais dans le cas de grande entreprise il ont souvent plusieurs contrat avec plusieurs hôtel diffèrent et dans ce cas c'est a nous de se démarquer au niveau de la qualité de service pour que leur choix se dirige vers nous. See appendices 1. and 2. [...]

[...] How does this assure the loyalty of the customer? 1 II.1: The development of a relation ship between the hotel and the guests: One of the Pullman's maxims is event, one dedicated contact person”. Sarah Rongère, the manager of the conference and event department of Pullman Brussels Airport is very attach to this value. . ]what is very important at Pullman, and some clients told us about it, is that we try to have one dedicated person that take care of the customer. [...]

[...] So all the relational work done by the sales executives like Javier must be redone from the beginning. Finally, all the other surrounding hotels have the same marketing strategy so often the companies employees receive gifts from many different hotels. The competition between the hotels occurs on the customer's desks. II/ The development of a relationship and the quality of service: As explained below, one of the loyalty development methods is to create a relationship between the hotel and the clients. Why is this important? [...]

[...] Anticipation is very important. At soon as the client has a relationship with the hotel, he feels at home. Other details are important to insure his loyalty. For example the employees of the hotel should call the client by his name. For a regular customer you can even make a gesture on his birthday. In order to protect this precious information we have about the customers (their little preferences, they birthday dates, their specific needs ) it is crucial to communicate them. [...]

[...] C'est tout à fait ça. Et puis bien sur le plus important ces que tout ce passe bien de la réservation a la facturation. Le check-in est important par exemple il ne faut pas trop d'attente Il y a toujours quelques petit soucis de temps en temps mais bon le plus dure c'est de les faire réserver la première fois. Quand le client est content et qu'il donne un bon feed-back à leur assistante en général elle retourne vers nous par la suite. [...]