The image and discernment of a hotel are essential as they help attract potential visitors. Clients’ perceptions are often based on the appearance provided by a particular organization (van den Hemel & Rademakers, 2016). Some of the items and products used to shape the image and customers’ observation of the Ritz-Carlton are discussed below. This paper seeks to explore various factors that help shape the perception of customers towards the Ritz-Carlton hotel.
The first element of hotel’s perception is social media, where communal sharing enables organizations to showcase their brand to customers. The second component is servicescape, defined as an environment in which a hotel assembles its services and allows its staff and clients to interact, combined with other tangible elements that aid in the performance or communication of the amenities. Generally, the servicescape item often has a positive influence on the overall image of an institution (Hemel van den & Rademakers, 2016). Managers who intend to build an excellent impression of their restaurant must establish servicescape items according to the latest trends to target customer fashion expectations (Hemel van den & Rademakers, 2016). The location and accessibility of a particular hotel is another factor that catches the attention of a customer. Some entrepreneurs in the hospitality industry often underscore the importance of place and accessibility. The last element that plays a critical role in attracting new customers includes the activities and amenities available in a particular lodge (Dedeoğlu, 2019). As such, anyone planning to venture into the hotel industry must invest heavily in better facilities.
In an effort to attract high-end clients, the Ritz Carlton hotel has for years maintained high-quality standards of service to anyone who visits the place. One of the leading reasons that has enabled it to portray itself as comfortable and affordable includes its rooms (Dobai, 2016). Ritz Carlton boasts of having some of the most luxurious and clean apartments, which are maintained every day. In terms of service, Ritz-Carlton has some of the best-dedicated employees who are always ready to attend to the customer needs and help in any way possible (Dobai, 2016). As a result of the workers’ courteous nature, many people have always preferred to visit the guest house.
The other component that has always made Ritz Carlton be perceived as an excellent organization is the way it allows its employees to spend up to $2000 on a guest. The idea is for the staff members to ensure the visitors have the best experience while at the hotel (Dobai, 2016). For instance, the room manager may decide to use the money to surprise a customer with a cake and a champagne bottle on their birthday. The concept has made many people categorize Ritz-Carlton as a high-end hotel that targets different clients.
Ritz-Carlton has also recruited a highly experienced management team, spearheaded by Simon F. Cooper, chief operating officer and president of The Ritz Carlton Hotel Company. Cooper has been in the hotel industry for about 30 years hence qualifying him as a veteran. Under his leadership, Ritz-Carlton has managed to open 25 of 61 branches (Dobai, 2016). The hotel has a proper recruitment channel of employees, and the quality they require most is leadership skills. For instance, Simon Cooper demonstrated his innovation abilities when he shepherded the company in launching a mobile App in 2012 and further advanced it in 2014, making it an anticipatory customer service platform (Dobai, 2016). Ritz-Carlton also allows its guests to change photos taken from the hotel into vintage-inspired travel posters that can be shared on social media with #RCmemories.
In conclusion, Ritz-Carlton has implemented various measures that have played a critical role in the enhancement of its image. Such actions include, maintenance of high quality standards of services, availing of comfortable and affordable rooms, training of employees to better serve the clients, and ensure they have the best experience. The hotel led by its COO and president also launched a mobile application that enables its clients to interact with the hotel to know services and products offered.
References
Dedeoğlu, B. B. (2019). Shaping tourists’ destination quality perception and loyalty through destination country image: The importance of involvement and perceived value. Tourism Management Perspectives, 29, 105–117.
Dobai, M.-R. (2016). The expansion of the Ritz-Carlton ® on foreign markets. Revista Română de Geografie Politică Year, 18(2), 76–82.
van den Hemel, C., & Rademakers, M. F. (2016). Building Customer-centric Organizations: Shaping Factors and Barriers: Journal of Creating Value.