HUMAN RESOURCE MANGEMENT

Human Resource Management

[Name of the Student]

[Name of the Institute]

Human Resource Management

Introduction

The aim of the paper is to outline the nature of the international chain of hotels, Crowne plaza. The paper discusses the current and emerging market position of the Crowne Plaza as well as it discusses the global position of the hotel. This study paper attempts to elaborate the target market of the hotel and the strategies Crowne Plaza applies in order to cater its target audience. Moreover, the paper highlights the human resource approach of Crowne plaza and the way how this approach can be evaluated in the favour of the hotel management. In addition to it, the paper extricates the issues regarding the staff mismanagement of the crowne hotels. What the Crown plaza chain of hotels needs to do regarding its staffing issues in order to efficiently cater its guests.

Discussion

Crowne Plaza is a chain of hotels. It caters business travellers as well as conventional market with extra ordinary services. It is the part of the brand family of the International Continental Hotels Group, which encompasses Inter Continental Hotels, Resorts and Holiday Inn Hotels as well as Resorts. The Crown Plaza Chain of Hotels caters 52 countries; most of them are located in city centres or at the nearest place of the major airports. Originally it was branded as “Holiday Inn Crowne Plaza”. The first holiday inn crowne plaza was opened in 1983 at Rockville, Maryland. While, the first Crowne Plaza Resort opened in 1999 at Madeira, Portugal (hotels.lonelyplanet.com).

As of March 2010, the 21 year old brand is catering 52 countries with 400 hotels with 102,667 bedrooms. During 1195-1997, the hotel chain had an extensive growth with addition of 17 FelCor properties. In 2004, the Crowne Plaza was at the place to avail the meet and sleep advantage. During the first 10 years of opening, the chain of the hotels experienced steady while, in the time period of 1995 to 2004, the Crowne Plaza chain of hotels had extensive growth with more support and clarity.

Target Market

Being the world's prominent chain of the hotels, the Crowne plaza is catering its target audience in 52 countries with 400 hotels. The aim of the Crowne Plaza is to cater business travellers as well as conventional market. The chain attempts to facilitate its target market with upscale services. Now in the dynamically changing time, Crowne Plaza is attempting to target the Strivers, individual with the perception that travelling has become the necessity to grow. In addition to it, the Crowne Plaza is exerting its focus on event management as well is order to expand its target audience.

Crowne Plaza is primarily catering the up-scale segment. In this market the upper up-scale competitors of the Crown Plaza are Marriot, Hilton, Sheraton and double tree while, other upscale competitors are Wyndham and Radisson. Crown Plaza is attempting to be the number one among these competitors.

However, this chain of the hotels needs to focus on the brand awareness. With compared to the ...