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Publication
A função de Guest Relations: um estudo de caso no Lisbon Marriott Hotel
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.57 MB | Adobe PDF |
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Abstract(s)
Este relatório traduz a minha experiência de estágio curricular no
Lisbon Marriott Hotel, onde me inseri no departamento de Guest
Relations. O objetivo desta experiência foi pôr em execução
todos os conhecimentos teóricos obtidos durante a realização do
Mestrado e assim adquirir mais competências profissionais num
departamento que é de extrema importância para um
estabelecimento hoteleiro.
Foi elaborada uma pesquisa bibliográfica que ao longo da
produção deste estudo se tornou profícua para compreender
como o setor hoteleiro se adaptou à pandemia, bem como para
elaborar um breve historial sobre a marca Marriott e Lisbon
Marriott Hotel, tal como para a análise da concorrência da
entidade recetora e para a execução de uma análise SWOT.
Também foi adotada uma metodologia qualitativa que incluiu a
recolha de dados primários envolvendo uma amostra de 140
comentários (Booking, Google e Tripadvisor) e a respetiva
análise temática.
Tendo em conta os resultados obtidos, no âmbito da análise
SWOT, algumas das forças abrangem uma forte posição no
mercado a nível nacional e internacional, a aposta em novos
serviços, em novos colaboradores mais jovens e a troca de dados
referentes aos clientes, nomeadamente preferências de serviços.
As fraquezas englobam a elevada aglomeração de serviços,
diversas reclamações e um serviço com algumas
vulnerabilidades.
No que toca à análise temática, envolvendo seis categorias
nomeadamente: “Staff”, “Covid19”, “Serviço”, “F&B”, “HSK”
e “Espaços públicos”, observou-se que as categorias de “Staff” e de “Covid19” foram as que mais abrangeram pontos positivos e
o “Serviço” e “F&B” foram as mais criticadas pelos utilizadores
dos websites Booking, Google e Tripadvisor.
O impacto do Covid19 na hotelaria foi mencionado
positivamente pelos clientes, dando enfâse a uma extraordinária
prestação no que toca à limpeza, higiene e segurança, no entanto,
também foi o principal alvo de justificação para a ausência de
determinados serviços e qualidade dos mesmos.
A proposta de valor foi efetuada tendo como objetivo a correção
de algumas limitações observadas durante o estágio.
Apesar de estar em período pandémico, o hotel permaneceu
sempre em funcionamento, com períodos de grande agitação o
que permitiu o desenvolvimento de determinadas competências
que se traduziram em ferramentas chave para a realização das
atividades de Guest Relations, tornando assim a experiência
muito satisfatória e recompensadora.
This report reflects my experience of curricular internship at the Lisbon Marriott Hotel, where I was part of the Guest Relations department. The objective of this experience was to implement all the theoretical knowledge obtained during the Master's degree and thus acquire more professional skills in a department that is extremely important for a hotel establishment. A bibliographical research was elaborated that throughout the production of this study became fruitful to understand how the hotel sector adapted to the pandemic, as well as to elaborate a brief history on the Marriott and Lisbon Marriott Hotel brand, as well as for the analysis of the competition of the receiving entity and for the execution of a SWOT analysis. A qualitative methodology was also adopted that included the collection of primary data involving a sample of 140 comments (Booking, Google and Tripadvisor) and their thematic analysis. Taking into account the results obtained, in the context of the SWOT analysis, some of the forces cover a strong position in the market at national and international level, the focus on new services, new younger employees and the exchange of data regarding customers, including service preferences. Weaknesses include high agglomeration of services, various complaints and a service with some vulnerabilities. With regard to thematic analysis, involving six categories namely: "Staff", "Covid19", "Service", "F&B", "HSK" and "Public Spaces", it was observed that the categories of "Staff" and "Covid19" were the ones that most covered positive points and the "Service" and "F&B" were the most criticized by users of the Booking, Google and Tripadvisor websites. The impact of Covid19 on hospitality was positively mentioned by customers, giving an extraordinary performance in terms of cleanliness, hygiene and safety, however, it was also the main target of justification for the absence of certain services and their quality. The value proposition was made with the objective of correcting some limitations observed during the internship. Despite being in a situationy period, the hotel remained always in operation, with periods of great excitement which allowed the development of certain skills that translated into key tools for carrying out the activities of Guest Relations, thus making the experience very satisfying and rewarding.
This report reflects my experience of curricular internship at the Lisbon Marriott Hotel, where I was part of the Guest Relations department. The objective of this experience was to implement all the theoretical knowledge obtained during the Master's degree and thus acquire more professional skills in a department that is extremely important for a hotel establishment. A bibliographical research was elaborated that throughout the production of this study became fruitful to understand how the hotel sector adapted to the pandemic, as well as to elaborate a brief history on the Marriott and Lisbon Marriott Hotel brand, as well as for the analysis of the competition of the receiving entity and for the execution of a SWOT analysis. A qualitative methodology was also adopted that included the collection of primary data involving a sample of 140 comments (Booking, Google and Tripadvisor) and their thematic analysis. Taking into account the results obtained, in the context of the SWOT analysis, some of the forces cover a strong position in the market at national and international level, the focus on new services, new younger employees and the exchange of data regarding customers, including service preferences. Weaknesses include high agglomeration of services, various complaints and a service with some vulnerabilities. With regard to thematic analysis, involving six categories namely: "Staff", "Covid19", "Service", "F&B", "HSK" and "Public Spaces", it was observed that the categories of "Staff" and "Covid19" were the ones that most covered positive points and the "Service" and "F&B" were the most criticized by users of the Booking, Google and Tripadvisor websites. The impact of Covid19 on hospitality was positively mentioned by customers, giving an extraordinary performance in terms of cleanliness, hygiene and safety, however, it was also the main target of justification for the absence of certain services and their quality. The value proposition was made with the objective of correcting some limitations observed during the internship. Despite being in a situationy period, the hotel remained always in operation, with periods of great excitement which allowed the development of certain skills that translated into key tools for carrying out the activities of Guest Relations, thus making the experience very satisfying and rewarding.
Description
Keywords
Lisbon Marriott Hotel Hotelaria Guest Relations Covid-19