12 INFORMATION, STRATEGY AND CHANGE


Report A: Introduction


For a long time, Gaia Boutique Resort Hotel has been a highly successful business. However, because the company has lost market share recently, it is important to know what the customers think of the services provided. This report will describe a survey undertaken to find out customers’ attitudes towards Gaia Boutique Resort Hotel. Recommendations will also be made as to how the company can improve its customer care.


Report A


100 90 80 70 60 50 40 30 20 10 0


% yes Is catering good quality? % no Are levels of comfort good? Figure 1: Gaia Boutique Resort Hotel service quality % don’t know Staff polite and helpful?


100 90 80 70 60 50 40 30 20 10 0


Report B: Conclusion


To conclude, it is clear that resort businesses which have prospered and grown are now making use of a wide range of IT technology, including the opportunity for customers to have a virtual tourism experience. In addition, in order to maintain success, a company needs to have strong financial control and to consider strategies such as joint ventures with tour operators, travel agents, local retailers and important tourist attractions. In our opinion, Gaia Boutique Resort Hotel should consider such strategies and look closely at the methods adopted by its competitors. Unless action is taken urgently, the company is in danger of going out of business. There is no reason why the company should not have a bright future if the right decisions are taken.


% yes Prefer Gaia?


% no


% don’t know Good discounts?


Figure 2: Gaia Boutique Resort Hotel compared to other companies


Report B


Internet research notes on searches of boutique hotel companies Activity


Reason/result? 1 invest in IT infrastructure A create wider customer base


2 cooperate with providers abroad B ability to take stategic decisions (travel agents, tour operators) C customer loyalty, return visits 3 establish clubs for customers 4 offer new types of activities


D greater access to new services


99


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