44NL Year 0 Creativity assignment
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The ‘New Normal’ Plan
In your business assignment 1.0, you must take many strategic decisions. Now, in this creativity assignment, you are going to formulate a New ‘Normal’ plan for the next 12 months. Most Covid 19 measures have been lifted or relaxed, in our country and others. But there is still the fear of new variants. And: super-high inflation … financial markets in turmoil … no abatement of sustainability concerns … the threat of further escalation of war, and – last but not least: serious (hospitality) labor shortages. How will your hotel adapt?
Situation
The Emerald Forest offered a wide array of hospitality services. But now that you have taken over, we find ourselves in a world which is in many respects quite different from the one pre-pandemic. This poses managerial questions such as, but not necessarily limited to the following:
- How does the “New Normal” affect your hospitality product?
- How will demand be different?
- How will supply – the products and services you offer, and those of your competitors?
- How are you going to make sure your staffing is OK – both in terms of quantity and quality?
- Is there any way you can turn your ideas and plans into a USP?
Goal
Define the New Normal plan for your hotel, in line with your strategy and service level.
Task, deliverable
Check the internet and other sources for best practices (how are other hotel operators dealing with the new normal?) Develop a plan that best suits your hotel and create an informational memo for all employees in the hotel.
- Present what you consider to be the most relevant New Normal characteristics, and the most inspirational best practices you found.
- Based on this, present the 3 main ‘action points’ of your plan.
- Write a short (max 1 page) information memo to all employees. What does it mean for them? What do they need to know?
Assessed elements
- How well does the plan show the team’s own and original interpretation of the ‘new normal’, and how it is going to impact their hotel?
- Is the plan aligned with the new strategy for the property?
- Is the plan likely to be understood by employees?
- Are ethics and international cultural differences taken into consideration?
Handing in
Hand in your material by uploading it in the right folder in the Capstone Course in LMS
- Be careful to write your own material: plagiarism check
- Be in time!
Potential sources of information
- CBRE Hotels - https://www.cbrehotels.com/research-and-reports/
- HVS - https://www.hvs.com/insights/
- Hotel News Now - https://www.costar.com/news/section/hospitality
- STR - https://str.com/data-insights
- Financial Times / Wall Street Journal / Conde Nast Travel /
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