Management Information System in Park Plaza

April 25

2011Management Information System, UG-TECH, Sem-4, Faculty Name: Ms. Suman Verma

Ashutosh Kumar (05) Indranil Saha(07)

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CONTENTS

Introduction to service sector Page : 3 Hotel as Service Sector Page : 4 Management Information System in Park Plaza, Noida Page : 5

History of Carlson Carlson Values Carlson Company Structure

Park Plaza, Noida Page : 7 Technology Page : 8 Micros Page : 9 Sales and Distribution Page : 11 Service Management System (SMS) Page : 12 Reservation Platforms Page : 16 Professional Services & Standards Page : 17 Partner Network Page : 18 Awards Page : 19 New Openings Page : 19 Bibliography Page : 20

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Introduction to service sectorUnlike the manufacturing sector, the service sector does not have physical goods to be manufactured for the customer. Hence, the MIS normally found in a manufacturing and selling organization will not be suitable in the service sector. The Data processing applications like payroll, accounting and inventory are required in the service industry too, but they may not be all critical to the service industry. The mission in a service industry is of providing the most satisfying service of the customer, while in a manufacturing industry; it could differ from industry and from organization to organization.

There are certain mission critical applications in the service industry which need to be managed best. These applications make a service organization efficient and effective in providing the best service to the customer. In a competitive situation, this industry requires service distinction to create an identity, a position and a growth, to remain ahead of the competition. In a service industry, therefore, a sensitive market and consumer research is necessary to identify the segment to be served and to study is service requirements, expectations and perceptions. Since, the service demands are more dynamic than that of a product, a continuous search on the requirements, expectations and perceptions, it to be conducted to upgrade and enhance the service facilities.

The socio economic structure of a customer has changed leading to changes in expectations and perceptions about the service and its outcome. Thus service, may remain the same but the process or the manner of offering the service needs a change. Depending on the service industry the mission critical applications would change from time to time, but the focus in all the cases and at all the times is to offer a service which satisfies the customer. Since the service is essentially a process of human interaction.

Most of the service industries have front end facilities to serve the customer to clear his immediate need and make him comfortable for the rest of service demands. Any human interaction is knowledge based, hence information based. All the systems which make human interaction is knowledge based, hence information based. All the systems which make human interactions effective and comfortable are mission critical applications and a service industry has to provide these to offer the most satisfying service. The mission critical applications are built around the business strategy. The strategy formulation and implementation depends a lot on the information on the socio-economic changes, the new demands arising out of these changes, and the technology to meet the changing needs effectively.

The service organizations undergo changes more rapidly than the manufacturing sector. The returns in the service industry are immediate compared to the manufacturing sector. The entire managerial effort in a service industry is to create a Distinctive Service to remain competitive.

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Tom Peters in ‘The Service Edge’ states five principles of a distinctive service.

1. Listen, Understand, and Respond to the customers.2. Define a Superior Service and establish a Service Strategy.3. Set standards and measure and performance.4. Select, train and empower the employees to work for the customers.5. Recognize and Reward the accomplishments.

Hotel as Service SectorHotel is a place where people look for a distinctive service. Traditionally hotels are meant for those who do not have home or place to stay when they are away from home. It is viewed as a place for convenience. However, the concept of hotel as a place of stay, when you are out station has undergone a change due to number of reasons.

The transition has taken place from convenience to comfort, comfort to enjoyment, and enjoyment to total service. The transition has taken place as the hotels are used by different people whose profile has undergone change. The hotels were designed for individual’s stay, and then came the business executive followed by the family, and followed by the tourist groups. Every time the hotel designs undergo change to meet the changed needs of the occupants. The concept of the star hotels emerged to service these needs of the different customer segments according to their budgets.

The hotel managements always face the problems of providing the best distinctive service to the customer. The operative function of the hotel is to provide a room to stay with the basic amenities and facilities so that the stay is comfortable. The success of the hotel business lies in ensuring that the hotel occupancy is high and the occupant uses the services which are separately charged. A higher customer turnover with a higher occupancy is better for the business performance.

The MIS for the hotel management addresses the issue of assessing the customer expectations and their perceptions and fulfilling them in the best possible manner. The MIS, therefore, has the following responsibilities to provide the best information support.

Management Information System in Park Plaza, Noida

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HISTORY OF CARLSON

Carlson founder, Curtis L. Carlson, had his own way of defining this: “Hospitality, travel, leisure and food — what I describe, collectively as the ‘happiness business”. Starting in 1938 with an idea and a USD 55 loan, entrepreneur Curtis L. Carlson (1914 – 1999) founded the Gold Bond Stamp Company in his home town of Minneapolis, Minn. Company allowed grocery stores, drug stores, gas stations and other independent merchants to use his collectible “Gold Bond Stamps” to drive customer loyalty and to distinguish themselves from their competitors. In the 1960s, when the trading stamp market reached its peak, the Gold Bond Stamp Company expanded into the hospitality industry with the acquisition of the Radisson Hotel in downtown Minneapolis.

From one hotel epitomizing the glamour of 1960's America, Carlson has grown its hotel portfolio to almost 1,100 properties in nearly 80 countries.

Carlson’s hotel business has grown one of the most dynamic portfolios in the business. It is a portfolio that has expanded one by one, brand by brand, country to country, to represent a global collection of nearly 1,100 hotels in almost 80 countries, representing some of the world’s most respected hotel brands: Radisson®, Country Inns & Suites by Carlson SM, Park Inn® and Park Plaza®. For Carlson, hospitality is more than a market: it represents the essence of what we do for our guests. We simply like to take care of them and bring them extraordinary service. Carlson Companies is a global leader in the marketing, travel, and hospitality industries. Among the names in the Carlson family of brands and services are: Regent International Hotels ®; Radisson Hotels & Resorts ®; Park Plaza Hotels & Resorts ; Country Inns & Suites By Carlson; Park Inn® hotels; Radisson Seven Seas Cruises® ; T.G.I. Friday's® and Pick Up Stix® restaurants; Carlson Wagonlit Travel; Cruise Holidays; All Aboard Travel ; Cruise Specialists; Fly4Less.com ; CruiseDeals.com ; Results Travel®; Carlson Destination Marketing Services; Carlson Leisure Travel Services; SeaMaster Cruises® ; SinglesCruise.com; CW Government Travel; Carlson Marketing Group® , the world leader in Relationship Marketing; Peppers & Rogers Group® ; and Gold Points Reward Network® , an online/offline consumer loyalty program.

CARLSON VALUES

“Whatever you do, do with Integrity. Wherever you go, go as a Leader. Whomever you serve, serve with Caring. Whenever you dream, dream with your All. And never, ever give up.”

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CARLSON COMPANY STRUCTURE

PARK PLAZA, NOIDA

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A full-service, upper midscale hotel brand for business and leisure travelers, Park Plaza® offers award-winning meeting facilities and staff who live the brand’s value proposition by going out of their way to show their appreciation to their guests.

Park Plaza® hotels are located in city centers worldwide. Park Plaza® has 40 hotels operating throughout the world and 17 under development.

Locations in 15 countries State-of-the-art guest rooms Unique properties with individual character Outstanding service and value

Located in the National Capital Region, the Park Plaza Noida hotel offers guests comfortable accommodations in the heart of one of India's most modern industrial centers. Influenced by European business hotels, Park Plaza features modern decor and emphasizes light, height and space. The hotel offers exceptional amenities, including a rooftop swimming pool, well-equipped Business Center and spacious rooms and suites that create a level of comfort and style not found at other Noida hotels.

Hotel Amenities

High-Speed Internet Pool Fitness Center Suites Room Service

Rooms

Our 88 spacious rooms and suites exhibit a distinctive charm and careful attention to detail. Our Noida hotel's rooms and suites offer wireless Internet access, LCD televisions, coffee makers, hair dryers and efficient, personal service.

Services

The Fitness Center, located along the swimming pool, is equipped with modern cardiovascular and weight equipment. Our professionals in the Sky Health and Beauty Salon will ensure that your stay is truly relaxed.

Meetings

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Park Plaza Noida is located in the heart of the corporate hub of the city, making it the perfect place to host business meetings. Our banquet space seats up to 200 guests and features wireless Internet, secretarial support and a Business Center.

Dining

With three on-site restaurants, guests at the Park Plaza Noida don't have to leave the hotel to find great dining. Enjoy global cuisine at New Town Cafe, an expansive kebab selection at the Great Kabab Factory or fresh baked items at Cakewalk.

Locations

Ideal for business travelers, Park Plaza is conveniently located just minutes from several international corporations and Pragati Maidan, the local exhibition center. Our hotel is near several popular attractions, including Akshardham Temple.

TECHNOLOGY

Carlson Hotels Worldwide Installs MICROS e7, Launching the Product into the Major Account Limited Service Hotel Industry.

January 18, 2006—MICROS Systems, Inc. (NASDAQ:MCRS), a leading provider of information technology solutions for the hospitality industry, is pleased to announce that Carlson Hotels Worldwide has selected the MICROS e7 point-of-sale (POS) solution coupled with enhanced integration to OPERA PMS, for its Country Inns & Suites By Carlson and Park Plaza Hotels & Resorts brands in the Carlson owned and managed portfolio. MICROS e7, developed initially for independent, limited service establishments, combines the reputation and reliability of MICROS’s hospitality technology in an all-in-one MICROS Workstation 4 (WS4) with a powerful embedded software application based on the Microsoft Windows® CE .NET operating system.

“Carlson has been very pleased with the MICROS 9700, 3700 and OPERA products currently installed in our hotels,” stated David Sjolander, Vice President of Hotel Systems, Carlson Hotels Worldwide. “Now with the MICROS e7, we can offer required functionality, ease of use and training, at the price point we desire for our Park Plaza and Country Inns & Suites brands.”

MICROS

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MICROS Systems, Inc. provides enterprise applications for the hospitality and retail industries worldwide. Over 200,000 MICROS systems are currently installed in table and quick service restaurants, hotels, motels, casinos, leisure and entertainment, and retail operations in more than 130 countries, and on all seven continents. MICROS provides property management systems, central reservation and customer information solutions under the brand MICROS-Fidelio for more than 20,000 hotels worldwide, as well as point-of-sale and loss prevention products through its subsidiary.

Carlson Hotels expands its partnership with Micros by selecting the Micros Opera Enterprise Solution to power the property management functionality of Harmony Plus, Carlson's technology platform for its global hotel brands.

“Micros is excited to expand its partnership with Carlson Hotels Worldwide,” stated Tom Giannopoulos, Chairman and CEO of Micros Systems, Inc. “Micros -Fidelio V6 was a strong foundation for the Harmony system, and Micros Opera will be even stronger as the new generation of Harmony Plus is deployed throughout the world.”

Smartphones to be used as hotel room keys

The key card could become a thing of the past after a hotel chain announced it would allow guests to access their rooms using their smartphones.

PARK PLAZA marketing strategy relies on the high-quality delivery of stylish and differentiated brand communications designed to grow our powerful database of guests and trade contacts worldwide. PARK PLAZA developed a number of innovative solutions to implement this strategy.

Brand positioning collateral

Corporate marketing services provide collateral production with templates that are designed to bring out the individual identity of each hotel. Central production and sourcing ensure consistent brand quality and great value to the hotels.

International trade show participationPark Plaza Hotels participates at a wide variety of trade shows including ITB Berlin and World Travel Market London. Through our partnership with Carlson Hotels Worldwide, we can also offer hotels participation at other international shows in the United States and Asia Pacific.

Internet marketingThe Internet continues to grow as a major source of revenue for the hotel industry. PARK PLAZA internet marketing services include content management and optimization, search engine marketing, micro-site development and the continued monitoring of 3rd party websites. PARK PLAZA consistently delivered strong growth in these areas with a focus on optimization and traffic generation.

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Email and database marketingPARK PLAZA manage an extensive and segmented database of guests worldwide that allows us to deliver business to properties at the push of a button. Whether the task is to communicate promotions or to support the opening of a new property, PARK PLAZA consumer and trade email databases provide instant results.

Partnership marketingPARK PLAZA partnership marketing initiatives provide hotels with access to extensive databases of frequent travelers worldwide. PARK PLAZA can offer guests rewards for stays and participate in promotional activity targeting the members. In addition PARK PLAZA partner marketing covers credit card companies, car rental businesses and other brands with a similar target audience.

Loyalty programme – goldpointsplus®

Goldpointsplus® is Carlson Hotels Worldwide’s loyalty programme that offers guests the opportunity to earn and redeem points as well as a set of attractive benefits when staying at participating hotels. The programme is accepted at Park Plaza Hotels & Resorts®, Regent Hotels & Resorts®, Radisson Hotels & Resorts®, Country Inns & Suites by CarlsonSM and Park Inn®

Travel trade marketing programme – Look To Book™Look To Book™ is the powerful travel agent loyalty marketing programme operated by Carlson Hotels Worldwide and available to Park Plaza Hotels. The programme offers travel agents loyalty points when booking any Park Plaza Hotel that can be redeemed against a wide range of products and services. The programme is unique in the travel industry and today has over 328,000 active members.

Public RelationsPark Plaza Hotels provide public relations services; writing and distributing press releases, organizing journalist interviews and site visits, soliciting coverage of our brands and hotels, and scheduling press trips to our hotels. The result of our efforts is extensive coverage in trade and consumer media.

SALES AND DISTRIBUTION

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A professional and effective sales force is the perfect complement to strong marketing. PARK PLAZA developed sales force to reflect today’s trend towards e-commerce and internet distribution. With a keen focus on developing solid relationships with our customers and distributors, we have been able to create a powerful platform of demand for our hotels.

Worldwide sales teamMore than 100 sales professionals around the world, of which 60 are based in Europe, support PARK PLAZA hotels. The combined experience of the sales team in working the corporate, leisure and meetings market is vast whilst regular training ensures that skills are kept up to date with the latest trends.

Specialists by segmentPARK PLAZA representatives are specialists in one of the following market segments: corporate, conference, leisure or consortia.

Globally sourced RFP’sPARK PLAZA provides access to global RFP submissions via the online system Lanyon to ensure that hotels receive more opportunities to do business.

Sales missions, showcases, workshops, and FAM tripsPARK PLAZA manage an annual schedule of sales events that harnesses the full power of sales force and partnership with Carlson Hotels Worldwide.

Internet DistributionPARK PLAZA recognizes the high marketing value of placement on leading websites such as Expedia and Lastminute.com. PARK PLAZA hotels benefit from special agreements with the most powerful internet distributors that offer benefits including reduced mark ups and priority listing.

SERVICE MANAGEMENT SYSTEM (SMS)

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The service process scope is ‘Initiation to Delivery to Post service evaluation’. This cycle is a basis for designing all service delivery processes. Once the service process design is finalized, its launch and implementation is a system by itself. The process is best managed through a well-designed system, termed as System Management System.

Initiation for service(Front End)Scope:

-Answer queries, standard and non-standard. Record the query details and seek for agreement to avail the service.

-Capture the data in standard format to initiate service action.

-Ascertain the service requirement. Create a bill of service offer.

-Give a Service Job Number. Put the service job in a queue.

Objective:

-Win the customer for availing the service.

Transition to Service(Front End)Scope:

-Check, Assess, Validate the service requirement.

-Ascertain commercial and technical viability, and operational feasibility.

-Check for submission of any document, or goods, which may be mandatory for service.

-Obtain formal acceptance for beginning the service.

-Issue acknowledgement, acceptance card, voucher, and so on.

Objective:

-Establish technical, commercial feasibility and obtain customer acceptance.

Pre-Service:(Back End)Scope:

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-Inspect all submissions from all points of view.

-In doubt, clarify and ascertain.

-Issue service job identity for record, communication, and for reference at a later date.

-Update customer database with this service job identity.

Objective:

-Enlist the service offer with identity.

Service:(Back end)Scope:

-Conducting the customer and/or the goods for service after execution.

-Execute all necessary transactions, which are part of service processes.

-Collect transaction results and update the records for reporting.

-Produce and/or display documents.

-Collect relevant data for computing cost of service.

-Close the service process and obtain an acknowledgment of service completion.

Objective:

-Complete the service execution process efficiently and effectively to the satisfaction of the customer.

Post-Service:(Frond end)Scope:

-Collect feedback on service experience, suggestion if any.

-Bill the customer for services availed.

-Process payment as per terms of services.

-Up-date customer record for examination to close the service offer.

Objective:

-Collect data and information about service for decision-making and improvement.

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To strengthen the understanding of SMS in ‘Park Plaza’ where customer wants to stay for four days and needs reservation of a room and certain facilities and other supports like transport, laptop and so on different SMS model are used.

(a) Customer contacts hotel on phone, e-mail or submits reservation request through hotel website. This interaction solves customer queries, and provides information for customer to decide. If customer accepts the service offer including the reservation, the customer call is coded for putting in the queue to be used when customer actually arrives at the reception desk.

(b) When customer arrives on the date, transition to service process begins. The customer identifies prior contact with voucher, reservation number or E-mail copy. The receptionist at the desk checks the reservation record and confirms, and acknowledges the room reservation. The customer is requested to submit visiting card, a letter from the company pr any other valid document to confirm the person’s identity. Customer is given hotel brochure, and other information. Customer is also asked to fill forms, enter named and other details in hotel register.

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This process concludes with confirmation of customer identity, selection of room, mode if payment and so on.

(c) In pre-service process, customer is handed over room keys, discount coupons, city map and other documents. Assistance is given to move over the room.

(d) In the service phase actual live service process begins. In this phase all secondary service demands such as room service, STD calls, lunch and dinner, laundry and so on are fulfilled. These service transactions are processed in fronted and backend system in real time mode. All transactions are managed through SMS.

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(e) In this phase, service scope is completed and customer transactions are processed for billing and payments. Bills are checked and purchased for payments. Customer is requested to fill a feedback form.

A good SMS designed for excellent customer service serves number of other objectives of the business. It is a strategic information system designed with customer focus to fulfill the service expectations. It is a strategic support system to decide on service offer, confirmation of service eligibility, checking and providing the resource for service execution and so on. The DSS is supported by customer database, knowledge database to improve the quality to the service and the process of delivery.

It is also a Customer Relationship Management (CRM) system when business is competitive and customer driven, and customer satisfaction and relationships are the keys for growth of the business. The SMS is capable of providing operational, behavioral and commercial information about the customer, services sought to improve the customer relationship. It is a major data source for building customer intelligence using data warehouse applications. SMS therefore is a mission application in all business and industries where quality of service is key driver of the business.

RESERVATIONS PLATFORMS

Central Reservation System – Curtis-CCarlson Hotels Worldwide award winning central reservation system may be accessed via the internet using CHW express to upload rates, inventory and download reservations. The Central Reservations System connects hotels directly to the GDS, travel websites and toll-free call centres. One and two-way interfaces are available for Opera.

Global Distribution SystemsCurtis-C is connected seamlessly to all global distribution systems including Sabre, Galileo, Amadeus and World span.

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Brand and umbrella GDS chain codesPark Plaza Hotels & Resorts and art hotel are distributed via the PK GDS chain code but hotels also benefit from inclusion under the umbrella chain code CW for all Carlson Hotels Worldwide.

Extensive internet distributionCurtis-C is connected to a wide variety of travel websites including those powered by Pegasus.

International Call CentresToll free lines from 55 countries answered by professional reservations agents in 18 languages, seven days a week.

Brand website and internet booking engineHotels benefit from strong brand online presence with www.parkplaza.com and www.artotels.com providing a significant volume of business to hotels. This website is linked with all other Carlson brand websites including www.radisson.com and www.parkinn.com, creating a unique online cross-selling platform.

Customer Service DeskBased at the call centers, the customer service desk provides a travel agent help desk, Look To Book centre, product and service feedback and more.

Professional Services & StandardsPark Plaza Hotels ensures the provision of a combination of business services. In addition to marketing, sales, distribution and reservation services, hotels can enjoy a variety of professional services relating to hotel operations.

Information technology PARK PLAZA skilled IT professionals can consult and provide solutions on all aspects of information technology. PARK PLAZA advanced central PMS solution with the latest version of Micros Fidelio’s Opera product gives hotels a powerful system to manage the hotel and deliver increased levels of customer relationship management. PARK PLAZA also provides support on network solutions, hardware and software purchasing and setup.

Guest supplies and purchasing

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PARK PLAZA provides hotels with centralized purchasing to help them benefit from group economies of scale. PARK PLAZA centralized purchasing service supplies, hotelswith many items from furniture and fittings, food and beverage, guest supplies and stationery.

Standards of OperationPARK PLAZA standards of operation cover the whole spectrum of the hotel operation and are a complete manual to running a hotel smoothly, profitably and to the Park Plaza Hotels’ quality standards. PARK PLAZA regional management provides support with every aspect of implementing the standards of operation.

Induction and training programmerPeople are critical to the success of our business and an effective induction and training schedule is provided to ensure the personal and professional development of employees. Our program covers trainee programs through to leadership development.

Earn free nights and exclusive privileges at over 1,000 hotels.

It's easy to earn points around the world

Stay at Park Plaza® hotels and earn 20 Gold Points® per dollar/euro Book your stay on parkplaza.com and receive up to 2,000 bonus points Earn Gold Points and save on qualifying car rentals from Avis, Budget and Sixt. Take advantage of Member Exclusive offers on goldpointsplus.com Upgrade to Elite status after just 15 nights or 10 stays in a calendar year Enjoy free nights for as few as 15,000 points

Partner Network Airline Partners

Earn mileage and redemption options through goldpoints plusSM hotel rewards program, or receive standard mileage for stays when presenting your mileage card at check-in.

Car Rental Partners Put your points in drive. Earn points and save with Avis®, Budget® and Sixt® car rentals.

Financial Partners Park Plaza also partners with major financial partners - American Express®, Diners Club®, Discover®, Visa® and MasterCard ® - providing guests with special offers and promotions.

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AWARDS Finalist 'Business Accommodation <50 hotels' 2008 Business Travel World Awards Best Graphics Award 2001 - EMEA Directory Best design - European Hotel Design Awards 2002

NEW OPENINGS China

Park Plaza Shanghai Hong Qiao India

Park Plaza Bangalore Hotel Morocco

Park Plaza Marrakech United Kingdom

art'otel London Hoxton

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BIBLIOGRAPHY http://www.parkplaza.com/ Management Information Systems Text and Cases, A digital firm perspective by

Waman S Jawadekar