Golden

Golden Tree
Tree
Hotel
Hotel
By: Arthur, Ash, Vish & Jerry
 Table of Content

5 ESG: ASH
Introduction: Arthur 1
Guest Experience Software
6
Tool: VISH
Hotel Evaluation: ASH 2
7 USALI and P&L
Analysis and Design of 3
Calculation: Arthur
Buyer Personas: Jerry 8 Conclusion: Vish
HR Structure: Jerry 4
9 Q&A
Introduction
Introduce the project and its significance.

Provide a brief overview of the hotel industry.

State the objectives and aim of our presentation.

Reasons for choosing to
establish Golden Tree
Hotels that combine leisure and business are an
increasingly popular concept. This type of combined
hotel is very popular in Auckland, New Zealand,
and is also an important trend in the modernization
of the hotel industry.

Because they can meet the needs of different types of

guests. This type of hotel typically offers amenities
suitable for business travelers as well as facilities
suitable for leisure travelers, striving to provide
comfort and convenience for guests with a variety of
needs.
 Overview of the hotel industry
Diverse facilities and services: These hotels are usually equipped with a
variety of facilities and services, including conference rooms, business
centers, high-speed Internet access, gyms, spas, swimming pools, etc., to
meet the different needs of business and leisure travelers.
Excellent location: Most combined leisure and business hotels are
located in Auckland city center or major business districts, providing
easy access to business meetings, exhibitions, shopping and other events.
Comfortable Stay: These hotels offer comfortable rooms and suites that
are equipped with modern amenities and conveniences to provide guests
with a feeling of home.
Customized services: Hotel staff usually receive professional training and
can provide personalized services to meet the special needs of guests,
including business meeting arrangements, leisure activity suggestions,
etc.
Rich dining options: Leisure and business hotels usually provide a variety
of dining options, including meals and room service, to meet the
different tastes and preferences of guests.
 Aim & Objectives
AIM:
The goal is to create a branded hotel that can fully meet the needs of business travelers
looking for convenience and efficiency and leisure travelers looking for relaxation and
entertainment.

Objectives：
Enrich the needs of business travelers: One goal is to provide facilities and
services that are tailored to the needs of business travelers to support their
productivity and efficiency during their stay.

Enhance leisure experience: Another goal is to provide facilities and services

that enhance the leisure experience of guests.

Maintaining quality standards: ensuring high quality services and

accommodations that meet consumer expectations.

Marketing and brand building: Build the brand image of "Golden Tree" and
establish brand status.
 Hotel Evaluation
Discribe Auckland City

Economy: As of December 2023, Auckland's GDP was NZ$143,740 billion (Infometrics, 2024).
Food & Beverage: NZ White Wine, Kiwi summer BBQ, King Salmon, Cherry and Meat Pies.
Travel: Queen Street, Sky Tower, Victoria Park and Waiheke Island.
Visitors: July 2023, 536.067 Million domestic visitor arrivals.
On November 2023, 298.463 Million international tourists arrived in Auckland.
(Auckland NZ, 2024)
 Auckland Hotel’s Market Situation

RevPAR, Occupancy, & ADR From Dec 2023 to Jan 2024, Hotel
continue to rise. occupancy was approximately 68%
in the Auckland area
RevPAR, Occupancy, & ADR for Auckland area hotels in July 2023.
The Unit is Percent

(Tataki Auckland Unlimited & Auckland NZ, 2024) (Horwath HTL, 2024)
 Target Market
Facilities & Services: 4 Star Hotel
Location: Central of
Check-in time is at 3:00 pm, Check-out time is
Auckland, Close to famous
at 10:0am, Early/Late check-in is possible &
tourist attractions, 26km
Minimum age is 18 years.
from the international
Payment method: Visa, Master Card, Cash & Union Pay.
airport, 25mins driving.
Rooms: Non-smoking rooms, 150 guest rooms & barrier-
free access and rooms. 22 m², 100 CHF.
Leisure & Business Standard/Premium
Food & Drink: Hotel breakfast buffet, room service and
takeaway platform (Uber Eats/ Panda Eats).
Housekeeping: daily housekeeping and self-service
laundry.
Business services: 5 meeting rooms, printer, slide show
etc.
Internet:Wi-Fi and Cable Network.
Pet Policy: Service animals allowed.
Parking: Paid parking.
Fitness: 24H free fitness centre.
Wyndham Street, Auckland CBD, New Zealand.
Airport pick-up and drop-off service
Target Customer
The main purpose of the people's visit to
Auckland, New Zealand..

Main Customer Groups

Business Travel
Leisure travellers/families
Academic Visits
Participation in activities/events

(EF, n.d.)
Golden Tree Auckland's Brand Experience, Value and Importance

Golden Tree Auckland brings customers the best

quality experience in a modern hotel at an affordable
price, it is the perfect choice for business and leisure.

"Golden" shows the value, while "Tree" may symbolize

life, prosperity and stability.

It also represents Human, Warm, and Fun.

Define what buyer personas ！
A buyer persona is a research-based profile that
depicts a target customer. Buyer personas describe
who your ideal customers are, what their days are like,
the challenges they face and how they make decisions
(wright, 2017).

Why they are important ！

Their buying behaviour directly affects market supply
and demand, which in turn affects prices and product
availability.

Buyers' needs and preferences are constantly changing,

prompting companies to innovate in order to remain
competitive.
 Buyer Personas
Business traveler Leisure traveler

Income level: upper-middle income Income level: upper-middle income

Business guests are usually business Leisure guests are guests seeking
travelers who travel on business or for relaxation, entertainment or tourism,
events such as business meetings. They are they may be holiday makers, families or
usually guests who choose to stay at the individual travellers who choose a hotel
hotel for work or business purposes. for their leisure time.
 Name ： Type: Business
Background ：
Flavio Fang
Goals ： 1. Flavio enjoys his job so much that he spends a lot of
time every day researching markets
2 He attaches great importance to time management
Enjoy an unforgettable business
and is good at organising his time and using it
trip, with services and facilities that effectively
meet the needs of business, as well 3 He is innovative and good at finding new business
as a quiet office environment. opportunities and solutions that
4 He prefers to work in a quiet environment to increase
his productivity.

Frustrations： Motivation ：
1. Room office equipment is incomplete
1. innovative and challenging.
2. The environment is noisy because there
2. saving time
is a lot of traffic every day
3. desire to earn profits and income from business activities

Demographic:
：
Channels
Expectations ：
Male
Wechat，Instagram，What’s app,
1.He wants prompt room service and full office equipment.
37 years old
2. He wants to be able to work in a quiet environment
China TikTok, Email. LinkedIn
Company manager
 Background:
Name: Crystal Lǐ Type: Leisure travel
Goals: 1. as a restaurateur, she travels to different regions
to find inspiration and learn about food culture.
In search of relaxation, enjoyment 2. she loves the service industry and has good
and exploration of new experiences. communication and interpersonal skills.
3. sometimes busy with her own restaurant

Motivation:
Expectations:
1 Get away from the stress and busyness of
everyday life by travelling
Provide some leisure activities to relax
2Seek a variety of leisure activities to spend your
and offer local specialties
holidays
3Explore food and wine love to taste local
specialities

Demographic:
Channels:
Female ， ，
Tik Tok Instagram Email ， Frustrations:
29 years old ，
Youtube WhatsApp Local food is not available
Singapore
Restaurant owner
These personas guide our marketing efforts
By creating and analyzing customer roles. Marketing messages can be customized to enhance the customer
experience, optimize marketing channels, and cultivate strong customer loyalty (Hotelchamp Team, 2023).

Target market positioning: Target market positioning

and targeted marketing activities based on the needs
and preferences of different buyer roles.

Product and service customization: Customize

products and services according to the needs of
different buyer roles to improve customer satisfaction
and experience.
Challenge Market changes: External
factors such as economic
changes, political factors, etc.,
may affect the behavior and
needs of buyers.

Customer diversity: Differences in

needs between different buyer
roles can lead to challenges for
hotels in meeting all customer
needs.
 Customer Cycle

Research Booking Arrivel Stay Departure Feedback

Provide
Booking
Based on word of mouth Provide office feedback and
Expedia Provides quiet Booking online,
from colleagues and supplies and make
Business Agoda environment and electronic
customer feedback on services, improvements
Airbnb high-speed Internet invoice
booking websites provide coffee where there are
Ctrip
deficiencies

Provide
Based on Booking
Provide feedback and
recommendations from Expedia Online taxi
comfortable Provides beach make
Leisure friends, videos posted on Ctrip booking,
environment and relaxation time improvements
social media, and customer Feizhu luggage service
intimate service where there are
feedback
deficiencies
ROOMS General Manager
$5500

Housekeeping
Manager 1
Front Office
$3500
Manager 1
$3500

Housekeeping
Front Office
Supervisor 2
Supervisor 2
$2900
$2900

Room Attendants & Public Laundry & Dry

Areas 18 Cleaning 4
Front Office 6 Concierge 5 Telephone 2
$2300 $2300
$2500 $2500 $2500

Effective 1 April 2024, the minimum wage rate in New Our hotel is a four-star hotel with 150 rooms.
Zealand is $23.15 per hour. If you have adult employees About the room department, we have 33
earning less than minimum wage, you are legally employees to serve customers to ensure the
required to pay the minimum wage (Retail, 2024). quality of service
 General Manager
FOOD & BEVERAGE $5500

Director of Food &

Beverage 1
$4000

Restaurant Manager 1 Executive Chef 1

$3500 $3500

Service Supervisor/Host Sous Chef 1

1 $2900
$2900

Service Attendant 4 Room Service Food & Food Production 5 Sanitation

$2300 lobby bar Beverage 3 Attendant 3
$2500
$2300 $2300

Bartenders 2 Service Attendant 3

$2500 $2300
HR General Manager
$5500

Director of Human
Resources 1
$4000

HR Manager 1
$3500

HR Coordinator 2 Training 2
$2300 $2300
 Banquet and security

General Manager
$5500

The Event department has 8 Event Manager 1

employees who are responsible $3500
for meeting and security
arrangements in the hotel.

Housemen 5 Safety officer 4

$2000 $2400

(Retail, 2024)
MARKETING & SALES
General Manager
$5500

Director of Marketing 1
$4000

Marketing and
Sales Manager 1
communication Manager 1
$3500
$3500

Sales 2 Programme planning 2

$2300 $2300

(Retail, 2024)
 PROPERTY OPERATIONS AND
MAINTENANCE
General Manager
$5500

Chief Engineer 1
$3500

Guestroom Maintenance
Systems Engineer 1 Engineer 2
Internet 1
$2550 $2550
$2550

5 professional technicians to maintain the normal operation of the hotel rooms and public areas

(Retail, 2024)
 Administrative
and Finance
General Manager
$5500

Director of Finance
Administrative
1
6 staff in order to adjust the quality Assistant 1
$4000
of staff service and understand the $3300
financial situation so that
Revenue Manager 2
adjustments can be made quickly.
3500

Bookkeeper 2
$2300

(Retail, 2024)
 Key departments and roles

General Manager 1
$5500

Front Office Housekeeping Director of Events Director of Chief Director of Director of

Manager 1 Manager 1 Food & Manager 1 Marketing 1 Engineer 1 Finance 1 Human
$3300 $3300 Beverage 1 $3300 $4000 $3300 $4000 Resources 1
$4000 $4000

(Retail, 2024)
Challenges

Seasonal demand: The hotel industry is often

affected by seasonal demand, such as high and low
tourist seasons. The need for a large number of
staff during peak periods and the potential need to
reduce staff during the off-season poses challenges
for human resource planning and management.

Technology and digital transformation: As

technology continues to evolve, the hospitality
industry is rapidly undergoing digital
transformation. Managing human resources needs
to adapt to new technologies such as Human
resource information systems (HRIS) and online
recruitment platforms to improve efficiency and
employee experience.
ESG (Enviornmental, Social, Governmental) in Hospitality
Environmental Sustainability
1. Improving energy efficiency, reducing waste and conserving water all aim to
reduce the hotel's pollution footprint and promote responsible resource
management (Gössling et al., 2020).

Example: Four Seasons Resort Papagayo Peninsula's chef team used Winnow to
reduce food costs by $46,000 and food waste by 50% (FourSeasons, 2022).

2. Social Responsibility
Active community involvement, comprehensive employee benefit programmes and
ethical sourcing practices.

Example: Four Seasons Hotel Madrid partners with organisations to hire and train
local talent who are facing employment difficulties or unemployment (FourSeasons,
n.d.).

3. Governance and Ethical Standard

Services are carried out in a manner consistent with the law and the highest ethical standards.
 Relevant and innovative ESG measures.

Human Rights Respect: Golden Tree protects labour rights and is firmly opposed to any
form of discrimination, compliance with New Zealand's labour legislation and
International Labour Organisation standards to safeguard employees' salary and time.

Water Management: In Auckland’ Hotel, water wastage is a common problem and

Golden Tree uses the latest water management technologies to improve water efficiency
and conservation, such as smart meters and efficient water saving devices.

Social Responsibility: The hotel has partnered with two universities in the Auckland area
to enhance internships and jobs. The hotel is socially responsible and provides
employment opportunities for university students.

(Yoong, 2022)
Guest Experience Software Tool

Awards
 Seamless experience for us and our guests
No app required
Access via unique link, QR code, PDF
or print
Features Level up our marketing
Custom branding
Your own domain on guidebook link
Works on any mobile, desktop, or Upsell via Guidebook Marketplace
tablet device Capture guest email addresses for remarketing
Integrated with Hostfully Property
Management Platform

Manage bookings & keep owners in the know

Content management made easy Manage reservations across all properties and
Support from our team like no other
No technical skills required to build channels in one place
Email and chat support, anywhere, any time
Guidebook Wizard for convenience and fast Directs all communications in one easy-to-use
200+ free help articles
management unified inbox
Supports images, videos, embedded maps Use financial reporting and collaborate with
Automatically translate to 16+ languages property owners
Customer Feedback

(Tripadvisor, n.d.)
 BLUEPRINT
Guest cycle Dreaming Researching Booking Pre-Arrival Arrival Stay Departure Post Departure

KEY
Online/ Received Survey
Physical Evidence On Bed Online Check in on App allotment/ Stay at Room Leave hotel
Telephone link
check in

Transportatio
Checking Received Link to Customer Survey
Customer Action solo trip n/ Checking Recption In Room Check out
Details Application Link
Facilities

Billing
On stage Employee Room
No No No No Front office detail/Good No
Action Division
bye

Preparation
Backstage send linkReceived
No No Yes Room Assigned Sending details Room Check Out
Employee Action feedback
division

Property
management
Social Review
Social Media/ Telephone/ Application / system/
Support Processes Media/ PMS / BBE Email/ PMS Management
Website Website app Property
Website System
operation
system
USALI and P&L Calculation
USALI is a unified accounting
system for the hotel industry that
aims to provide hotels with a
standardized financial reporting
framework to compare and
analyze the financial performance
of different hotels. To ensure
hotels use consistent standards
when reporting their financials.

(American Hotel & Lodging

Educational Institute. 2014)
Conclusion
Reasons for choosing to establish Golden Tree
Aim & Objectives
Auckland Hotel’s Market Situation
Target Market & Customer
2 Buyer Personas from the hotel's main target customer
Customer Cycle
7 hotel department structure maps
ESG in hospitality and Golden Tree
Guest Experience Software Tool
Blue Print Table
USALI and P&L Calculation
Thanks for your
Listening !
References:
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https://figure.nz/chart/2jdBdVj9jv0e6Zli
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https://www.socialmediatoday.com/news/what-is-a-buyer-persona-and-why-is-it-important/507404/
Yoong, K. (2022). ESG in Hotel Real Estate: Understanding ESG & the hotel asset lifecycle. EHL Insight. https://hospitalityinsights.ehl.edu/esg-
hotel-real-estate
Questions & Answer