ERP in Hospitality industry

Project Overview

This project delves into the strategic implementation of Enterprise Resource Planning (ERP) systems within a selected hospitality company. It examines how ERP systems underpin core business functions, including human resource management, inventory control, and quality management. The project also explores the business performance dashboard influenced by ERP data analytics, customer engagement strategies, supply chain partnerships, financial efficiencies, and regulatory compliance, all through the lens of ERP integration.

Student Assignments

: ERP in Supply Chain and Financial Management

Task: Investigate how the ERP system is leveraged for supply chain management and financial prudence.

Objective: To explore the ERP’s impact on supplier integration, cost control, and revenue management.

Deliverable: A report outlining the use of ERP in procurement processes, cost-saving strategies, sales forecasting, and marketing efficiency, offering insights into how ERP data aids in these domains.

 

(Student 1) Experiential Marketing The hospitality industry is dedicated to providing a unique and unforgettable experience for its guests. This is achieved by offering customized services that cater to the specific needs and preferences of each individual guest, creating a sense of personal connection and making their stay truly memorable. From the moment guests arrive, every detail is carefully considered and crafted to ensure a comfortable and enjoyable stay. The end goal is to leave a lasting impression that will bring guests back time and time again, and generate positive word-of-mouth recommendations. Personalized Service The hospitality industry is a highly competitive field, and businesses are always looking for ways to stand out and provide the best possible experience for their customers. One way to achieve this is by gaining a deeper understanding of your customers’ preferences and needs. Hilton hotels, for example, has implemented a system that allows them to analyze customers’ preferences from the very start of their booking process. This personalized approach enables Hilton hotels to provide tailored experiences for their customers. They take into account a range of preferences, including dietary restrictions, preferred mattress or pillow types, and other personal preferences. For instance, if a customer is allergic to certain foods, Hilton hotels will make sure that they are provided with suitable meals during their stay. By catering to their customers’ preferences and needs, Hilton hotels can create a more comfortable and welcoming environment for their guests. This not only improves the overall experience for customers but also helps to build a loyal customer base. In addition, by utilizing customer data and feedback, Hilton hotels can continue to improve and refine their services, ensuring that they always meet the changing needs and expectations of their customers (Rasoolimanesh et al., 2023). Attention to Detail The Hilton Hotel is known for its exceptional customer service. They go above and beyond to captivate the attention of their target consumers by providing personalized handwritten welcome notes in each room that highlight all the complimentary amenities, including drinks upon arrival. This small gesture, when thoughtfully executed, leaves a long-lasting impression on their guests. It is one of the core reasons why the chances of repeat customers for the establishment are substantially enhanced. Additionally, the hotel meticulously details the cleanliness, comfort, and other amenities provided by the hotel to ensure guests have a comfortable and memorable stay (Khizar et al., 2023). Emotional Connections The Hilton Hotel is known for its exceptional customer service. They go above and beyond to captivate the attention of their target consumers by providing personalized handwritten welcome notes in each room that highlight all the complimentary amenities, including drinks upon arrival. This small gesture, when thoughtfully executed, leaves a long-lasting impression on their guests. It is one of the core reasons why the chances of repeat customers for the establishment are substantially enhanced. Additionally, the hotel meticulously details the cleanliness, comfort, and other amenities provided by the hotel to ensure guests have a comfortable and memorable stay. Examples of experiential marketing initiatives and discuss their impact on customer engagement and brand loyalty As far as experiential marketing initiatives are concerned, the establishment undertakes following measures scrupulously: Hilton Loyalty Program Hilton’s loyalty program is designed to provide their members with an array of exclusive experiences and benefits. For instance, members can look forward to private concerts featuring top artists, as well as culinary events that are specially prepared to match their dietary preferences. These initiatives are aimed at increasing consumer engagement by providing members with unique opportunities that are not available to non-members, thereby increasing brand loyalty. With these exceptional perks, Hilton’s loyalty program is a fantastic way for consumers to indulge in memorable experiences while enjoying the benefits of being a loyal member of the Hilton community (Nunkoo et al., 2023). Social Media Campaigns Hilton’s social media campaigns have been highly successful in engaging guests and followers to share their travel experiences. By offering incentives such as prizes and social media features, Hilton has fostered a strong sense of community among its guests. These campaigns are a great way to encourage interaction with the brand and promote positive user-generated content. Overall, Hilton’s social media approach is a fantastic example of how to create a loyal and engaged customer base (Student 2) Structure and Benefits of the Loyalty Program Marriott Bonvoy Program, Hilton Honors Program, and IHG Members Program are some of the well known loyalty programs in the hospitality industry. Those big three companies have a similar structure and benefits for their members. Those similarities are they are using a point based system where if a guest is a member, and they stayed in on of each partnered brands, they will earn points which can be redeemed for rewards, such as free nights, room upgrades, discount on future bookings as well as they can shop in their websites of some products (Marriott International, 2024; Olsen, 2023; Genter, 2023). Aside for the points, they are also offering tiered membership, and the more you spend your nights and money in their hotels, the more your status will become higher and if you have a higher status you will have some privileges and benefits that are only complimentary due to your status such as early check-in, late check-out, complimentary room upgrade, amenities, and many more. Lastly, those three big companies are also partnered with different financial institutions to offer credit cards that earn points or rewards specifically for hotel stays or related purchases. For example, Marriott is partnered with Chase bank for its Marriott Bonvoy Credit Card and once they open an account for them and spend the minimum requirements, they will receive 5 free nights to any Marriott Hotels. They are also receiving points and tons of benefits (JP Morgan Chase, 2024). Benefits of Loyalty Programs to the Hospitality Industry By having this loyalty program, they can create a loyal customer that will keep purchasing in their brand because they are valued, acknowledged, and they are benefiting through their reward system. If hotels continue to retain their customers, it will increase their revenues and it can help the people in the Hospitality industry to secure their jobs. Those loyal customers can also advocate your company by posting in their social media and it can have free marketing for you to access different people all over the world. And you can use the data on their membership information to personalize their experience that can create satisfaction and good memories in your company. The Role of Digital Presence, Websites and Online Booking Platforms in Attracting and Retaining Customers Now that technology is continuously booming and more and more customers are using it because it is becoming part of their lives, it has become convenient to the customer and company to have it because the platform offers a streamlined booking procedure, enabling users to easily compare costs, browse reviews, and make bookings with minimal effort. It can also enhance visibility and expand reach to a broader demographic of potential customers, enabling hotels to acquire fresh clientele and effectively compete in the market. And several hotels include their online reservation systems with their loyalty programs, enabling members to accumulate points or obtain exclusive advantages by booking directly through the hotel’s website. The Importance of User Experience and Convenience In light of the growing reliance on mobile devices for travel planning and booking, it is essential for hotels to enhance their websites and booking systems to cater to the needs of mobile consumers and ensure a smooth and uninterrupted experience. Customers also want a fast and secure access to their information when they are booking and to see their personalized recommendation that can show their needs to enhance their satisfaction. Although technology is becoming a part of the everyday life of a person, many late bloomers still do not know how to use it. If they can just make it simple and understandable for everyone, people will be satisfied in using it (Mendoza, 2008). (Student 3) Content Marketing Hilton utilizes new marketing content with the concept “It Mathers Where You Stay” to differentiate Hilton from its competitors. According to Amy Martin Ziegenfuss, SVP of Global Enterprise of Hilton, hotel marketing is like swimming in the red ocean, but Hilton finds a way to reach the blue ocean by introducing a new marketing campaign aims to emphasize the essentials of the hotel stay itself, rather than solely focusing on the destination, aligning with the insight that the quality of the stay can significantly impact a traveler’s experience (Hilton Careers Team, 2022). The new content marketing illustrates what can possibly go wrong if you choose the wrong hotel, it can make or break a trip. Subsequently, the campaign showcases the seamless experience of staying at Hilton, contrasting the negative outcomes associated with other accommodations (Hilton, 2022). Content marketing plays a crucial role in representing the products or services the company offers to its customers, showing differentiation that makes the brand special, establishing brand identity, and enhancing brand awareness. Hilton realizes the importance of content marketing and utilizes it to engage potential and existing customers through various channels. The official website Hilton established the website “Hilton For The Stay” (Hilton For The Stay, 2024), which is not only for hotel booking but also features destination guides, travel tips and tricks, hotel recommendations for each destination, hotel and room features, and promotion and benefits of the royalty program. It serves as a comprehensive resource for travelers seeking information about various destinations and experiences by providing relevant and engaging content that keeps potential and existing customers engaged with the brand. Social Media Hilton engages its customers through social media on various platforms such as Facebook, Instagram, X, YouTube, and TickTok. These platforms allow Hilton to post and share pictures and videos of its customers that showcase its properties, amenities, and unique experiences offered at Hilton hotels. Hilton encourages customers to use hashtags (e.g., #HiltonHotel, #HiltonForTheStay) to participate in the hotel marketing campaign. Moreover, Hilton also partners with influencers to promote its campaign through social media platforms and employs paid advertising campaigns to broaden audience reach and enhance the impact of its messaging (Team tbh, 2023). This is a good strategy for Hilton to engage with its customers by using real customer experiences to represent the hotel. This not only makes the existing customers feel they are a part of the company but also attracts their future customers. Email Marketing Hilton utilizes email marketing campaigns to send targeted email communications to its subscribers, delivering personalized content, exclusive offers, and updated information to its customers (Team tbh, 2023). The report shows that 55% of customers prefer to keep up to date with businesses through email rather than other platforms (Constant Contact, 2023). Additionally, it is cost-efficient compared to other marketing channels (Randow, 2023). Royalty Program Hilton employs a royalty application program called “Hilton Honors,” which delivers content marketing to allow guests to enjoy the benefits and privileges offered. For example, special rates, free Wi-Fi, exclusive app features, earn and redeem points, and elite-level benefits (Hilton Honors, 2024). The royalty program is an effective method to retain and attract new customers. It encourages customers to prioritize the Hilton for their choice to stay by earring point for every spend at Hilton. Customers can level up and maintain their status to enjoy the privilege benefits the company provides. Personalization Hilton utilizes data analytics and algorithm learning machines to interact with their customers. By customizing marketing efforts to fit customers’ individual preferences and behaviors, Hilton’s personalized attention can foster meaningful and deep-level emotional bonds with customers, make them feel special, and enhance the customer experience, leading to increased satisfaction and loyalty to the Hilton family of brands (Team tbh, 2023). Moreover, Hilton’s implementation of in-room personalization technology that welcomes guests by displaying their names on TV allows guests to control in-room technology through the Hilton Honors mobile application and enjoy their favorite streaming program (e.g., Netflix and iHeartRadio) (Stories From Hilton, 2024). This personalization feature can significantly impact guest satisfaction. Make them feel that Hilton values and prioritizes their needs. (Student 4) Enhancing the guest experience through conversation Collaborative partnerships enable hotels to tap into unique markets and offer unique experiences that touch guests. By creating partnerships with inclusive brands, hotels can extend their reach, offer new services and stimulate emotional connections with guests. These partnerships help hotels consistently meet guests’ needs by addressing gaps in their offerings and increasing overall satisfaction (Stasher, 2024). Benefits of business partnerships Collaboration helps increase brand awareness, reduce marketing costs, strengthen brand reputation and improve customer experience. Through strategic communication, hotels can leverage the customers of partner brands, run large-scale, cost-effective promotional campaigns, improve brand image and deliver personalized experiences meeting the aspirations of modern travelers (AxisRooms, 2022). Key benefits of strategic partnerships and future trends in hospitality partnerships Strategic partnerships streamline operations, increase market share, enhance customer experience and reduce costs for guest businesses. Successful partnerships, such as between hotels and airlines, restaurants, or growth-focused companies, demonstrate the tangible benefits of participation in the project. Forward-looking growth demonstrates focus integration of state-ofthe-art technologies, promotion of sustainability initiatives and adoption of Corporate Social Responsibility (Hospitality Index, 2024). Social Usage and Guest Experience Improvement The discussion follows the concept of associative marketing, which means using platforms that facilitate collaboration with local businesses. Stasher, for example, has been highlighted as a platform for hotels to register and share, demonstrating the importance of this initiative. Content emphasizes the benefits of collaborative partnerships, such as creating unique audiences and offering unique experiences. This means that content strategy emphasizes the unique offerings that come through sharing. Engagement is fostered through unique experiences and emotional connections with strangers. By partnering with brands, agencies can connect with niche audiences and evoke strong emotional responses, driving guest satisfaction and loyalty (Stasher, 2024). Examples of joint ventures Although not explicitly stated, examples of work with Bergdorf Goodman, Behind the Barre, and Universal Studios Japan highlight the importance of choosing the right partners to deliver brand identity and guests emphasizes the effectiveness of experience The example presented illustrates how businesses can increase brand awareness and revenue through mutually beneficial partnerships, and suggests a focused content strategy to demonstrate successful collaboration and results. Collaboration is portrayed as a means of increasing brand awareness, reaching new audiences, and strengthening customer relationships, suggesting a focused communication strategy to deliver value to customers through by association (AxisRooms, 2022). Strategic Collaboration in Hospitality Although not explicitly stated, the emphasis on strategic partnerships means identifying synergies with businesses that align with the hotel’s goals and values, and platform or strategies will be used to build connections Content emphasizes the benefits of strategic partnerships, such as increased market share, improved customer experience, and reduced costs. Based on highlighting these benefits, content strategy can be used to attract potential partners. Strategic communication is identified as essential to delivering the best customer experience and achieving operational efficiencies, referring to communication strategies that focus on personalized services, seamless experiences and a cost-effective lift (Hospitality Index, 2024). (Student 5) Event Hosting and Promotions Hosting events. Promoting them play a role in the hospitality sector to attract customers and increase profits. Within Hilton Worldwide a player, in the hospitality industry these strategies are carefully crafted to enhance customer satisfaction boost occupancy rates and drive overall financial success. Hilton offers a range of event services such as conferences, weddings and corporate meetings tailored to suit customer needs. These events come with services and top-notch facilities that uphold Hilton’s reputation for excellence and encourage customer loyalty. Additionally, Hilton’s promotional efforts are sophisticated. Include loyalty programs, seasonal deals and targeted marketing initiatives aimed at both attracting customers and retaining existing ones. By utilizing platforms and data analysis Hilton can customize its promotions to cater to customer preferences effectively boosting revenue growth. (Kotler, P., & Keller K. L., 2016). Exploration of the concept of RFM The RFM (Recency, Frequency Monetary) analysis serves as a marketing tool that categorizes customers based on their transaction history allowing businesses to identify and engage their valuable clients. In the hospitality industry within Hilton Worldwide operations. RFM analysis can be employed to fine tune marketing strategies, for business outcomes. Leveraging RFM Analysis for Targeted Customer Retention and Revenue Growth By examining the timing, frequency and financial worth of transactions Hilton can pinpoint customers who are inclined to react positively to personalized deals and promotions. This method allows for a distribution of marketing resources, by focusing on customers likely to bring in substantial revenue. Additionally, RFM analysis aids in recognizing customers at risk enabling Hilton to implement strategies aimed at retaining their business. Through tailored communication and customized offers Hilton can improve customer loyalty decrease churn rates and boost profitability (Hughes, A. M., 2006). The Power of RFM Analysis in Personalized Marketing Strategies Integrating RFM analysis into Hilton Worldwide marketing tactics provides a guide not for attracting but also retaining customers. By grasping the patterns of their guests via RFM segmentation Hilton can customize their communication. Offers to suit each segment effectively. This personalized approach enhances the customer experience nurturing a bond with the brand. For example, frequent guests might receive offers for loyalty program upgrades or personalized amenities during their stay as an incentive for interaction. Similarly, guests with spending but fewer visits could be approached with promotions to encourage more frequent stays. This strategic approach does not increase revenue. Also solidifies brand loyalty, among Hilton customer bases (Peelen, E. & Beltman R, 2013). In summary hosting events and promoting them play a role, in Hilton Worldwide strategy to attract customers and boost revenue. By providing a range of event services and utilizing targeted promotions Hilton effectively caters to the needs of its customer base while driving profitability. Additionally, the use of RFM analysis enhances Hilton marketing tactics helping the company identify and engage its customers efficiently. Through personalized offers and communication Hilton can enhance customer loyalty decrease churn rates and optimize revenue generation. The harmonious blend of these strategies highlights Hiltons dedication to innovation and excellence within the hospitality sector. References Anna Randow. 2023. How to effectively use email marketing in hospitality in 2024. Bookboost. https://www.bookboost.io/post/how-to-effectively-use-email-marketing-in-hospitality2024 AxisRooms. 2022. Benefits of Business Collaboration For Your Hotel Business. https://www.hospitalitynet.org/news/4112923.html Constant Contact .2023. 2023 Email Marketing Statistics: Facts, Trends & Figures. https:// www.constantcontact.com/blog/email-marketing-research-and-statistics/ Genter, K. (2023, September 1). IHG One Rewards hotel loyalty program guide. The Points Guy. https://thepointsguy.com/guide/ihg-rewards-club/ Hilton Careers Team. 2022. Hilton. For the Stay: Transforming Hotel Marketing One Campaign At A Time. Hilton. https://jobs.hilton.com/us/en/blogarticle/hilton-for-the-staytransforming-hotel-marketing-one-campaign-at-a-time Hilton For The Stay. 2024. Travel Inspiration. Hilton. https://www.hilton.com/en/travel/ Hilton Honors. 2024. Join for the perks: The benefits start the moment you join. https:// www.hilton.com/en/hilton-honors/ Hilton. 2022. Hilton. for the stay. | Traveling with kids | Confirmed together [Video]. YouTube. https://www.youtube.com/watch?v=kACrKtpV9Kk Hilton Website. (2024) https://www.hilton.com/en/corporate/ Hospitality Index. 2024. From Collaboration to Growth: The Hospitality Partnership Playbook.https://hospitalityindex.medium.com/from-collaboration-to-growth-thehospitality-partnership-playbook-a895728b82bf Hughes, A. M. (2006). Strategic Database Marketing; The Masterplan, for Starting and Managing a Profitable Customer Based Marketing Program. McGraw Hill Education. https://www.mhprofessional.com/strategic-database-marketing-4e-the-masterplan-forstarting-and-managing-a-profitable-9780071773485-usa Khizar, H.M.U., Younas, A., Kumar, S., Akbar, A. and Poulova, P., 2023. The progression of sustainable development goals in tourism: A systematic literature review of past achievements and future promises. Journal of Innovation & Knowledge, 8(4), p.100442. Kotler, P., & Keller K. L. (2016). Marketing Management (ed.). Pearson Education. https://www.pearson.com/en-us/subject-catalog/p/marketing- management/ P200000007478/9780134236933 MacGregor-Mendoza, P. (2008, November 1). Seven tips for Technological Late-Bloomers. TechLearningMagazine. https://www.techlearning.com/news/seven-tips-fortechnological-latebloomers Marriott Bonvoy Credit Cards from Chase. (n.d.). Creditcards.chase.com. Retrieved March 22, 2024,from https://creditcards.chase.com/marriott/apply?CELL=6D4C&jp_cmp=cc/ Marriott BonvoyTM Rewards Program. (n.d.). Www.marriott.com. Retrieved March 22, 2024, from https://www.marriott.com/loyalty.mi?nst=paid&cid=PAI_GLB0004EMO_GLE000 BIM3_GLF000OET6&ppc=ppc&pId=nancppc&gclid=4df81ae24ac61b59f8337f1ff5015 f28&gclsrc=3p.ds&msclkid=4df81ae24ac61b59f8337f1ff5015f28 Marriott_Brand_Exact_Marriott_SEM_US_NA_Standard_NA/sea/p41193507683/Bonvo y++Marriott&gclid=22548fb272f41af7b8a9ea4fcb4f0a5c&gclsrc=3p.ds&msclkid=22548 fb272f41af7b8a9ea4fcb4f0a5c Nunkoo, R., Sharma, A., Rana, N.P., Dwivedi, Y.K. and Sunnassee, V.A., 2023. Advancing sustainable development goals through interdisciplinarity in sustainable tourism research. Journal of Sustainable Tourism, 31(3), pp.735-759. Olsen, K. (2023, June 18). Hilton Honors Diamond status: Top benefits and how to earn. The Points Guy. https://thepointsguy.com/guide/top-benefits-hilton-diamond/ Peelen, E. & Beltman R. (2013). Customer Relationship Management. Pearson Education Limited. https://www.pearson.com/en-gb/subject-catalog/p/customer-relationshipmanagement/P200000005211/9780273774976 Rasoolimanesh, S.M., Ramakrishna, S., Hall, C.M., Esfandiar, K. and Seyfi, S., 2023. A systematic scoping review of sustainable tourism indicators in relation to the sustainable development goals. Journal of Sustainable Tourism, 31(7), pp.1497-1517. Stasher. 2024. Unlocking Success: The Power of Collaborative Partnerships in Hotel Markting. https://www.linkedin.com/pulse/unlocking-success-power-collaborativepartnerships-hotel-marketing-6zage/ Stories From Hilton. 2024. Travelers Will Value Connectivity and Personalization. https:// stories.hilton.com/2024trends-connectivity-personalization Team tbh. 2023. Breaking down marketing strategy of Hilton Hotels. The Brand Hopper. https://thebrandhopper.com/2023/09/24/breaking-down-hilton-marketing-strategy/

ERP in Hospitality industry

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