Hotel objectives
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Step 1/10: Starting position of all hotels
In the game, you take over the hotel from the Bergman family, in fact from daughter Christina Bergman.
All of you participants make up the Management Teams of Emerald Forest Hotel and a number of teams (7 up to 13) cover one city. All cities together are called a competition. At the start of the game there are a number of exactly the same hotels with the name Emerald Forest Hotel and the same history. All teams will have the same starting point, so at the beginning, all hotels are comparable companies in each of the cities.
The hotel you take over is in urgent need of new insights on marketing, financial management and communication, so that the next years of operation will be successful according to the standards set by the new management (your team). You do have last years financial results and decisions on prices and expenditures, so you do have some numbers as an indication. And always use real benchmarks, look for them and use them in your decisions.
The objectives of the game are:
- Gaining insight into the complex company situations, which relate to all business units.
- Dealing with decisions which have to be made in uncertain situations, based on incomplete or even conflicting information and your competitors!
- Learning from other teams in other countries and in other situations.
- Anticipating and responding to the market (or changes in the market).
- Being creative and innovative with limited resources.
- Learning to deal with an abundance of information and make a relevant selection.
- Stimulating the sense and mentality of enterprise.
- Make decisions in a short period of time, under pressure while still focusing on your goals set by your team.
- Run your own team in an effective way.
Boundaries
As in any simulation, and as in reality (!), there are always boundaries. Your team has to work within these restrictions (like limits to the costs you are allowed to make to prevent you from going bankrupt immediately). But, don't worry there is plenty possibilities for creativity!
Keep in mind in all of your decisions:
- Keep the hotel financially healthy;
- Keep the hotel independent. There is enough liquidity for reasonable investments;
- Keep the hotel company owned: no parts of the hotel, nor grounds or other assets are to be sold, leased out etc.
- The number of rooms should stay at 100
- There is are a limited number of decisions a team can take: if anything else is important there is the Team file in which you must explain the choices you make and the plans your team has.
Creativity
There is a fair amount of creativity needed and possible within these boundaries: but stay customer focused!
Every year you have to explain your decisions, so this offers you the opportunity to present extra plans. But always be sure to make some realistic calculations and expectations for these plans.
Communication and marketing are important, so be sure to use the proper media in an efficient way.
Contact
Each hotel has it's own Team file which is important. This page shows your logo, name, basic strategy etc. and is important to Christina Bergman. In this way she can keep track of your plans and strategy. This page also holds all the links to your other communication platforms.
Apart from this, each hotel has to make external contact, with its customers and other stakeholders. Therefore the internet and social media should be used. Each hotel will have a website and (on social media) a Facebook page at least. All this communications in social media and on (owned) websites is even more important then the Team file.
→ Go! Following the e-Manual? Step 2/10 is the page Bergman family, click here
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