Change in Hotel Industry. Business & Marketing Essay

Change in Hotel Industry Name Columbia Southern University Date Introduction  Measuring the overall guest satisfaction is necessary to understand how people perceive the travel and hotel experiences. According to the J.D. Power 2016 annual hotel satisfaction survey as quoted by the Economist (2016), guests increasingly require more amenities, but older guests on the reward programs are more likely to report being satisfied than their younger counterparts. Free perks and better room amenities have no doubt improved guest satisfaction, but it is likely that people get used to them they may choose other options like  Airbnb. The challenge for the hotel business is how best to add value to their services except for the luxury segment, which costs more and guests are willing to pay more.                                                                Value proposition The value proposition represents the set of benefits that customers receive as a result of doing business when compared to the existing offered.  The hotel industry describes the guests for the lifestyle and travel segments. The set of comparative advantages associated with the products and services is the value proposition.  Hotels need to convince the clients to trust them and that they pay value for money when they are offered the hotel services (The Economist, 2016).  The proposition ought to convince the potential clients that the offer presented will tackle specific problems and needs are met.   When the hotels offer similar services like clean rooms, good room service, free parking, and Wi-Fi, there is a need to differentiate them and add value to attract more guests.                                   The value proposition in the hotel industry history In the 20th century, there was ease in movement as there were better transportation systems, with the growth in the economy, especially in the western world and there was increased traveling. The hotels were first categorized in the early and mid 20th century, and this was one way to focus on the value proposition. For instance, there were escorts, casino, spa, sports and seminar hotels as well as motels, which are smaller.   With the expansion, the highway motels were common and were affordable to many people and had few amenities mainly a place for short-term and affordable accommodation among those taking breakfasts and other meals were also common.  To improve service delivery and leverage the value propositions, holes focus on the needs, wants, and desires of the hotel guests to remain competitive. Focus on improving results and improving customer service has garnered more interest among the hotel executives. There is more emphasis on improving efficiency and increasing the market share without ig...