Embodying
the finest luxury experience, The Ritz-Carlton Hotel Company, LLC has been
established since 1983. In 1998, Marriott International purchased the brand
offering it more opportunity for growth while being independently owned and
operated. They are known for their enhanced service level as the motto states,
“Ladies and Gentlemen serving Ladies and Gentlemen”. The luxury brand now
carries 97 hotels and resorts internationally and is attempting to keep the
aspects of luxury while keeping up with the trends of the technologically
improving generations.
The Varying Demographics of the Target Market
The Ritz-Carlton’s typical target market includes: business executives, corporate, leisure travelers, typically middle-aged persons and elders, and families from the upper and upper-middle class section of society. This infers a large range of types of travelers in which all are similar in that they are not opposed to spending extra for the luxurious ambiance. However, with business executives and corporate, they are not at the property for all the amenities it may have to offer while leisure travelers and families are staying for the catered amenities and prime location. This already illustrates how the Ritz-Carlton stretches to cater to a multitude of needs.
About the Author
Julia Shorr is a second-year student at the Collins College of Hospitality Management, Cal Poly Pomona focusing on lodging. She is currently employed with The Ritz-Carlton, Laguna Niguel, and will be moving to a position of Guest Services Representative, conducting the iPad check-ins as well as working as a barista at Starbucks on campus. She is also involved with the National Society of Leadership and Success to network with professionals. In the future, Julia plans to work in operations management and eventually work for corporate in the hospitality industry.
Note: The picture about The Ritz Carlton Hotel Company was download from https://www.collaboratemeetings.com/feature/the-ritz-carlton-rebrands-to-reach-millennials/
The Varying Demographics of the Target Market
The Ritz-Carlton’s typical target market includes: business executives, corporate, leisure travelers, typically middle-aged persons and elders, and families from the upper and upper-middle class section of society. This infers a large range of types of travelers in which all are similar in that they are not opposed to spending extra for the luxurious ambiance. However, with business executives and corporate, they are not at the property for all the amenities it may have to offer while leisure travelers and families are staying for the catered amenities and prime location. This already illustrates how the Ritz-Carlton stretches to cater to a multitude of needs.
Not only are the demographics
of the target markets largely varied, but they are continuously changing as
well. The business executives and corporate members are now majorly millennials
and carry different expectations from millenniums (Gen X) and baby boomers. Gen
Z is now also entering the workforce which is just adding more pressure to the
hospitality industry to cater to new needs and wants. They are more tech-savvy
and prefer simpler décor and layouts. They no longer need a large room with a
sitting area and closet because they are more on the go than previous
generations and are usually just using the room to sleep, keep one’s belongings
and do other necessary routines one may have.
How Does Luxury Keep Up with Change?
Such a luxury brand being
able to keep up with technology is a challenge when they are known for being so
personable. The Ritz-Carlton is known for its superb service and anticipating
and fulfilling guest needs and wants, that it seems technology will only take
from that. It will not allow for strong relationships with guests to be formed
as they previously have been. The relationships that are formed help one determines
the unexpressed wishes of a guest through their tone, way of words and actions. This
relationship is key for the creation of the memorable “Ritz-Carlton Experience”
as the service values and
credo
reflect.
As of late 2014, The
Ritz-Carlton has offered a mobile app to cater to guests needs more
conveniently and meet the needs of the younger travelers. The
app offers check-in and check-out procedures as well as service requests, mobile
food, and beverage ordering, immediate concierge and your personal folio review. This appeals to the millennial generation as
it enhances the use of technology and decreases the amount of time it would
take to speak with a Lady or Gentleman (employee) and makes requests more
direct. Globally, this app is a quality option. The app can allow for more clear
communication which directly amplifies the personalized service strived for. It
brings luxury service to your pocket.
The Ritz-Carlton, Laguna
Niguel will be the first property to be conducting iPad check-ins in the lobby
instead of waiting in line to speak with a Front Desk Attendant. Beginning this
summer, the new role will be kicked off and we will examine the reaction of the
market. I believe that the younger generations will be more inclined to the
iPad check-in due to the speed and preciseness because they tend to be less
picky on the room or location. The older generations will be more reluctant
because they like to speak with representatives directly and are more selective
on where their dime is spent. Personally, as a Lady and Gentleman of the
Ritz-Carlton, I will be one to interact with guests while using the iPad being
able to see firsthand their initial reactions, thoughts, and feelings toward the
newly offered service. This will immediately reflect whether this technology is
favored by the upcoming generations as well as how it sets with older
generations.
Are technologies helpful in enhancing customer service only to the younger generations? Why or why not?
Are technologies helpful in enhancing customer service only to the younger generations? Why or why not?
Julia Shorr is a second-year student at the Collins College of Hospitality Management, Cal Poly Pomona focusing on lodging. She is currently employed with The Ritz-Carlton, Laguna Niguel, and will be moving to a position of Guest Services Representative, conducting the iPad check-ins as well as working as a barista at Starbucks on campus. She is also involved with the National Society of Leadership and Success to network with professionals. In the future, Julia plans to work in operations management and eventually work for corporate in the hospitality industry.
Note: The picture about The Ritz Carlton Hotel Company was download from https://www.collaboratemeetings.com/feature/the-ritz-carlton-rebrands-to-reach-millennials/
Great articles and great layout. Your blog post deserves all of the positive feedback it’s been getting.
ReplyDeleteTrekking in Munnar
The use of technology, in hospitality as shown by The Ritz Carltons efforts benefits not the younger crowd but also improves customer service for all age groups. Tools such as apps and iPad check ins provide efficiency. Ease that appeal to a wide range of people regardless of age. While younger visitors may value service and digital interactions older individuals can also see the benefits of processes made possible by technology, which reduce wait times and make the overall experience smoother. It's important to note that technology doesn't replace the touch that The Ritz Carlton's famous for; instead it complements it by freeing up staff from routine tasks giving them more time for meaningful interactions. This combination approach meets the need for efficient service while retaining the element that characterizes luxury hospitality. It underscores an awareness that although engagement methods may change over time the fundamental expectation of service remains consistent, across generations. Leo Carter
ReplyDeleteThe use of technology, in hospitality as shown by The Ritz Carltons efforts benefits not the younger crowd but also improves customer service for all age groups. Tools such as apps and iPad check ins provide efficiency. Ease that appeal to a wide range of people regardless of age. While younger visitors may value service and digital interactions older individuals can also see the benefits of processes made possible by technology, which reduce wait times and make the overall experience smoother. It's important to note that technology doesn't replace the touch that The Ritz Carlton's famous for; instead it complements it by freeing up staff from routine tasks giving them more time for meaningful interactions. This combination approach meets the need for efficient service while retaining the element that characterizes luxury hospitality. It underscores an awareness that although engagement methods may change over time the fundamental expectation of service remains consistent, across generations.Leo Carter
ReplyDeleteThe Ritz Carlton has introduced technologies, like apps and iPad check ins which benefit not the younger generation but all age groups by enhancing customer service. These innovations simplify the check in process making it quicker and smoother for everyone, not tech individuals. They empower guests to manage their experiences efficiently potentially reducing stress and wait times which is valued by people of all ages.
ReplyDeleteMoreover by incorporating these technologies the staff can dedicate time to personalizing guest interactions of handling mundane tasks. This shift can lead to service quality as employees have opportunities to address individual guest needs and preferences. These technological advancements align with The Ritz Carltons dedication to service by allowing staff to prioritize creating experiences through personalized engagements.
In essence technology works alongside hospitality services at The Ritz Carlton maintaining the brands signature approach while meeting contemporary expectations, for convenience and effectiveness. This benefits every guest regardless of their age group.Leo Carter