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Welcome to the Emerald Forest Hotel!
This is the homepage of your simulation in Breda, the Netherlands, called 49NL. All the content is in English as this is an international hotel.
A word of welcome
What is the Game?
You and each of your classmates within your team, as new members of the Management Team are tasked with the establishment of a brand-new hotel site as means of expanding Emerald Forest Hotel’s current footprint in the market. You are also granted the opportunity to choose and develop a hotel concept of your choosing in one of the following locations within each city-region:
- Oceanside
- Cityside (uptown)
- Mountainside
The selection of these sites has gone through an extensive due diligence with the purpose of keeping consistent the size of the new hotel site and its overall maximum capacity at 100 rooms. You will setup a new hotel concept, not just by unveiling your creative and innovative skills, but also by looking at prior experiences learned by the original hotel. Hence, your creativity, innovative and business skills will be put to the test and ultimately challenge you to deliver noticeable results and a significant improvement when compared to the original hotel.
At the outset, historical data, including last year's results will be made available to you, so all teams start on a same level playing field. All brand-new hotels will be located in one of the three (fictitious) cities-regions later mentioned. In most cases, you will find up to 10 hotels in each city-region. The ones within your city-region will be your main competitors.
CEO Jill Jandal and owner Christina Bergman are counting on you to effectively manage your new hotel concept under the newly Emerald Forest Hotel portfolio. Your coaches will assist you achieving this task; meanwhile, Jill and Christina will be following any developments behind the scenes.
Current Business and Market Environment
Staying agile and adaptable to increasing market demands and evolving customer behavior has become not only a primary focus for major players in the hospitality industry but rather a must under the current post-pandemic era.
There is no point dwelling on the impact caused by Corona in 2020-2022 if one sees it solely as a lingering challenge instead of a great opportunity to revisit your business model, and execute on a revamped strategy that enables your hotel to position itself driving and sustaining business growth and profitability in the long run.
As hoteliers are confronted with a “next normal” period, which others categorize as a “no-normal”, the main dominant trend is that being eco-friendly is no longer a niche. Most hotels have successfully advanced towards being socially and environmentally conscious and sensitive to the ecological impact on their customers’ experiences.
Developing more sustainable solutions, rather than just features, and adopting to a digital normal with new technologies such as AI and metaverse are expected to go side by side as enablers of this innovative transformation.
In the game, a number of benchmarks and figures are available for the pre-pandemic years. It is noted that years 2021-2022 cannot be compared in any way with those previous years. During the game, new insights and announcements will be shared with you, so stay put.
What are the goals?
As the new Management Team, your main task when is to set-up a new hotel, as an annex of the existing Emerald Forest Hotel. Hopefully, you will do better than the original hotel. The existing timeline and the set dates of the Emerald Forest Hotel offer the possibility to apply sound management skills and built knowledge thus far.
The learning goals entail that you and the team:
- Process and analyse a large amount of data and that you select and apply the right information that will successfully help you running the hotel;
- Work on assignments that will put into practice your developing skills, as so far acquired during the course of your studies;
- Run your own Management Team in a joyful and professional manner;
- Behave as skilled managers: dealing with uncertainties, finding solutions, and learning from your own mistakes.
Consequently, you are expected to carry out your managerial duties and deliver the following:
- A set of assignments during the course of the Game;
- Offering a strong and clear substantiation of each of your decisions and actions;
- Living up to the deadlines in a timely and punctual way, while continue acting adequately on new situations and challenges ahead;
- Creating a competitive position and strategy for your new hotel.
Communication
This platform is your main source where you can find most documentation of the relevant elements of your hotel.
The Game will use 49NL Emerald Forest Hotel Facebook group as an additional platform to profile your hotel: so join as soon as possible! Be aware that management has to deal with many uncertainties, and as such you will be confronted with a large amount of information along with many challenges. Managing a hotel may not be as easy as it appears. It is all part of the Game. Your coach(es) will always be your first point of contact.
Your coaches
Each team consists of approximately 5 students, whom you will be teaming up as the new Management Team. Each city is guided by its own coach(es). The same structure will be used in MS Teams.
| Teams and cities: your coaches via MS Team | |||||
|---|---|---|---|---|---|
| City name | Teams | Coach | |||
| -01- Amstelburg | Team A01 to A10 | AA & BB | |||
| -02- Budano | Team B01 to B10 | AA & BB | |||
| -03- Copenstadt | Team C01 to C10 | AA & BB | |||
Decisions
Your Business decisions and supporting explanations will have a major impact on the occupancy rate of your hotel and will influence your profit, next to the impact of the pricing you choose and costs your team decides to make. The Game algorithms will process all this information and calculate and provide you with the outcome, and rank your team accordingly in a competition.
The credits for this module are awarded to you and your team, based on the assignments and the marks obtained during the Game. Needless to say: having your team becoming familiar with all aspects of this hotel will enable you to get a better grip on the Game and help you in bringing the assignments to a good end.
You'll find all the exact steps you have to set on the page 49NL Assignments and timeline.
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