5 hotels reflection assignment (just answer questions)

Specialisation – Hotel Asset Management and International Hotel Development

Course 5 - Fieldtrip to Amsterdam

Personal Reflection Paper – in your own words only (60 points)

PART 1

Part 1A (15 points)

Based on the new hotel concepts which you have toured and had meetings with in Amsterdam, provide a detailed insight into one of the following concepts (Sir Adam*, Zoku*, Moxy* or Residence Inn by Marriott*). Your personal observations and feedback should include the following:

The person you met with and / or who gave you a presentation. (1)

Overview of the owning company (or people in control of the hotel) – areas of investment, interest, company history. (2)

Type of brand affiliation and relationships (1)

Development Plan of the company – countries, brands, business model. (2)

Concept description – rooms, public space, services, staffing, philosophy. (5)

Location description – pros and cons. (2)

Differentiating factors / USP’s. (2)

Part 1B (6 points)

All of these hotel concepts* in Part 1A are part of a mixed-use development. For one of the concepts* not selected in Part 1A, explain the overall mixed-use development in detail including:

The overall mixed-use components, layout, various tenants (if applicable), etc. (3)

The benefits to the real estate owner. (2)

The benefits to the hotel concept / operations. (1)

PART 2 (14 points)

Select two of the following concepts to compare and contrast: Hilton Amsterdam Airport, Conservatorium, Kimpton, Generator.

Explain the following:

	Concept 1	Concept 2
Name and type of ownership company: (2)
Type of brand affiliation, and relationships: (2)
Description of the concept - product, services, philosophy: (4)
USP and differentiation factors: (2)
Which one you consider more innovative and why? (2)
Which one would you choose to invest in from an owner perspective and why? (2)

PART 3

Part 3A (10 points) - Based on your meeting at Booking.com:

Provide details of who we met with their roles and background. (1)

Background / history of the company from founding until today (2018). (2)

Explain the role of Booking.com in terms of: (7)

· Branded hotel companies

· Independent hotels

· Innovation and product development

· Employees

· Revenues

· Expansion

· Why they are so successful

Part 3B (5 points) - Based on your meeting at Host, explain:

Who we met with and their roles?

What is Host in terms of a type of company?

What is Host’s ownership strategy?

What are its limitations?

Why is Host so successful?

PART 4 (5 points)

In your own words, describe your overall learnings from this Fieldtrip, benefits, and experiences.

Additional points (5 points): originality, presentation, use of diagrams, pictures, references, unique insights

TOTAL POINTS: 60

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