ANALYZE METHODS TO IMPROVE CUSTOMER LOYALTY AT LOBBY LOUNGE SHERATON SAIGON HOTEL TOWERS RESTAURANT, AND PROPOSE NEW SOLUTIONS

TON DUC THANG UNIVERSITY FACULTY OF BUSINESS MANAGEMENT DEPARTMENT OF HOSPITALITY MANAGEMENTPROFESSIONAL INTERNSHIP REPORT ANALYZE METHODS TO IMPROVE CUSTOMER LOYALTY AT LOBBY LOUNGE -

TON DUC THANG UNIVERSITY FACULTY OF BUSINESS MANAGEMENT DEPARTMENT OF HOSPITALITY MANAGEMENT

PROFESSIONAL INTERNSHIP REPORT

ANALYZE METHODS TO IMPROVE CUSTOMER LOYALTY AT LOBBY LOUNGE - SHERATON SAIGON HOTEL & TOWERS RESTAURANT, AND PROPOSE

NEW SOLUTIONS

PROFESSIONAL INSTRUCTOR : MANAGER TRAN THI THUY TIEN

SUPERVISOR: PHAM NGOC BAO DUY

STUDENT’S NAME: HO KIM NGOC STUDENT ID: 717H0587

CLASS ID: 17070511

HO CHI MINH CITY 03/2022

TON DUC THANG UNIVERSITY FACULTY OF BUSINESS MANAGEMENT DEPARTMENT OF HOSPITALITY MANAGEMENT

PROFESSIONAL INTERNSHIP REPORT

ANALYZE METHODS TO IMPROVE CUSTOMER LOYALTY AT LOBBY LOUNGE - SHERATON SAIGON HOTEL & TOWERS RESTAURANT, AND PROPOSE

NEW SOLUTIONS

PROFESSIONAL INSTRUCTOR: MANAGER TRAN THI THUY TIEN

SUPERVISOR: PHAM NGOC BAO DUY

STUDENT’S NAME: HO KIM NGOC STUDENT ID: 717H0587

CLASS ID: 17070511

HO CHI MINH CITY 03/2022

Contents

PROFESSIONAL INSTRUCTOR: MANAGER TRAN THI THUY TIEN 1

ACKNOWLEDGEMENT 5

INTRODUCTION 8

CHAPTER 1: OVERVIEW OF THE INTERNSHIP PLACEMENT 9

1.1 Marriott International and Sheraton Saigon Hotel & Tower 9

1.1.1 Overview of Marriot International 9

1.1.2 Sheraton Saigon Hotel & Tower 10

1.1.3 The history and development 11

1.2 Fields of business activities 13

1.2.1 Accommodation 13

1.2.2 Food and Beverage 15

1.2.3 Events 16

1.2.4 Other Experiences 17

1.3 Organizational structure 18

1.3.1 Sheraton Saigon Hotel & Tower „s organizational chart 18

1.3.2 Function and duty of each departments 19

1.4 Analyzing the operation performance of Sheraton Saigon Hotel & Towers 21

Chapter 2: ANALYZE METHODS TO IMPROVE CUSTOMER LOYALTY AT LOBBY LOUNGE - SHERATON SAIGON HOTEL & TOWERS 22

2.1 Introduction Lobby Lounge 22

2.1.1 Role and Function 22

2.1.2 Organizational chart & Function of each position 23

2.2 Analyze methods to improve customer loyalty at Lobby Lounge - Sheraton Saigon Hotel & Towers 27

2.2.1 Basic Standard Service 27

2.2.2 Membership 29

 Products and Facilities 35

2.3 Evaluating methods to improve customer loyalty at Lobby Lounge -

Sheraton Saigon Hotel & Towers 35

Chapter 3: SOLUTIONS AND RECOMMENDATIONS 37

3.1 Proposing new solutions to improve customer loyalty 37

3.2 Recommendations for university 37

CONCLUSION 39

APPENDIX 40

REFERENCES 45

my profession through this internship

In addition, I would like to express my sincerest thanks to the Sheraton Saigon Hotel, especially the Lobby Lounge department for enabling me to complete my internship Thank Ms Tien, Ms Huong, Mr Loc and all the official staffs have supported and guided me wholeheartedly during the past three months of internship

Finally, I would like to thank my instructor - Mr Pham Ngoc Bao Duy, who has followed, supported and given me appropriate orientations in choosing the topic of the report and always reminded me so that I can complete my report on schedule

FEEDBACK OF SUPERVISING LECTURER Student’s name: HO KIM NGOC Student ID: 717H0587

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INTRODUCTION

The strong development of life goes hand in hand with many new human needs In which, the need for travel, relaxation, dining, entertainment is one of the needs that people are interested in, or it can be said, is an indispensable need in life

In 2019, the tourism industry contributed 9.2% of the country's GDP; competitiveness

of Vietnam's tourism ranked 63 out of 140 economies participating in the ranking In the period 2015-2019, Vietnam's tourism industry achieved an average growth rate of 22.7% per year and is one of the countries with the fastest tourism growth in the world

According to the World Economic Forum (WEF), due to the impact of the Covid-19 pandemic, global GDP is estimated to lose about 4.5 trillion USD and lose more than 60 million jobs in 2020 Tourism is one of the hardest hit industries

Currently, the Covid-19 epidemic situation is not considered stable Hotels in Vietnam are still operating and serving customers who are mainly people living and working in Vietnam Realizing the importance of loyal customers in the difficult period of the industry, I chose the topic "Analyze methods to improve customer loyalty at Lobby Lounge - Sheraton Saigon Hotel & Towers restaurant, and propose new solutions" for the article in his report, better understand the loyalty building method of the 5-star hotel - Sheraton Saigon Hotel & Tower

CHAPTER 1: OVERVIEW OF THE INTERNSHIP PLACEMENT

1.1.1 Overview of Marriot International

1.1a: Logo Marriott International

Marriott International is the largest hotel and resort business and management group in the world Currently, the group owns and manages about 7,000 hotels, more than 1.1 million rooms and at the same time holds more than 30 different brands, including luxury and ultra-luxury segments across 131 countries and territories give people more ways to connect, experience and expand their world

There are 3 levels to choose the right accommodation in terms of price and experience within the Marriott Brand:

 Luxury

o Classic: JW Marriott, The Ritz-Carlton, St Regis

o Distintive: Ritz-Carlton Reserve, Bvlgary Hotels & Resorts, Edition, The Luxury Collection, W Hotels

 Premium

o Classic: Marriott, Delta Hotels, Sheraton, Marriott Executive Apartment

o Distintive: Westin Hotels & Resorts, Autograph Collection Hotels, Le Méridien, Renaissance Hotels, Design Hotels, Tribute Portfolio, Gaylord Hotels

 Select

o Classic: Courtyard by Marriott, SpringHill Suites by Marriott, Fairfield

by Marriott, Four Points by Sheraton, Protea Hotels, Residence Inn by Marriott, Towneplace Suites by Marriott

o Distintive: AC Hotels, Aloft Hotels, Moxy Hotels, element by Westin

1.1.2 Sheraton Saigon Hotel & Tower

1.1b Logo Sheraton Saigon Hotel & Tower

Address: Number 80 Dong Du Street, Ben Nghe Ward, District 1, Ho Chi Minh City, Vietnam

Phone: (08) 3827 2828

Fax: (08) 3827 2929

E-mail: sheratonsaigon@sheraton.com

Website: vn.sheratonsaigon.com

General Manager: Mr Jullian Wong

Located in a prime location on Dong Khoi Street, just a few minutes away from famous attractions, administrative centers, office buildings and entertainment shopping areas, Sheraton Saigon Hotel & Towers is a stop The ideal foothold helps guests immerse themselves in the vibrant city life with luxurious experiences, modern facilities and professional services

With 485 luxury rooms and suites with full amenities and wide views overlooking the magnificent city and Saigon River Each room is standardized with the highlight of the Sheraton Signature Bed Experience In particular, the system of

379 newly upgraded rooms in Main Tower, designed with inspiration from Vietnamese lotus flowers, will bring visitors an intimate and inspiring experience

Savor delicacies at Sheraton Saigon's renowned restaurants, from the famous Saigon Café with its buffet of fresh seafood and Western grilled dishes to the

quintessential Cantonese cuisine at the popular Li Bai restaurant and works at The Lounge, a contemporary all-day lounge featuring local and international cuisine

Sheraton Club exclusive lounge and wellness at Aqua Day Spa, fitness room and Lifestyle outdoor swimming pool

With more than 2,200m2 of 14 modern and modernly equipped halls, with a maximum capacity of 1000 guests, Sheraton Saigon is the perfect choice for all conference and event needs large and small in Ho Chi Minh City

1.1.3 The history and development

 1927: J Willard and Alice S Marriott opened the first A&W root beer franchise Hot Mexican food is added to the menu The addition of hot food inspires the name The Hot Shoppe

 1928: Two more Hot Shoppes are added, including the East‟s first drive-in restaurant

 1937: “In flight” airline catering debuts when Hot Shoppes begins delivery of boxed lunches to passengers at Hoover Airport

- 1953: Hot Shoppes, Inc stock becomes public at $10.25/ share and sells out in two hours of trading

 1957: The Twin Bridges Marriott Motor Hotel opened on January 18 th It has

365 rooms and features a drive-in registration desk

 1965: The company‟s first fast food restaurant – The Shoppe Jr was launched

 1972: Marriott enters into a Sun Line cruise ship partnership; announces plans for two Great America theme parks J.W Marriott, Jr is named Chief Executive Officer

 1983: Courtyard brand debuts That is the first national “moderate” segment chain designed for business travelers

 1984: Marriott enters the timeshare business by establishing the Marriott Vacation Club International brand

 1985: J Willard Marriott, Sr passed away at age 84 One month later, Bill Marriott was elected Chairman of the Board

 1987: Marriott opened the first Fairfield Inn and Marriott Suites hotels Marriott acquires Residence Inn

 1988: Marriott opened its 500th hotel in Warsaw, Poland and the first Western- managed hotel in Eastern Europe

 1993: Marriott officially split into two companies Marriott International, Inc and Host Marriott Corporation

 1995: Marriott acquires a 49 percent in the Ritz-Carlton Hotel Company

 1997: Marriott acquired the Renaissance Hotel Group Marriott launches

 TownePlace Suite, Fairfield Inn & Suites and Marriott Executive Residences brands

 1998: Marriott launched SpringHill Suites by Marriott

 1999: Marriott acquired the ExecuStay corporate housing company

 2004: The first Bulgari Hotels & Resorts property opened in Milan, Italy

 2008: Bill Marriott and Ian Schrager officially announced the EDITION brand

 2009: Marriott launched the Autograph Collection which is a new brand of upscale and luxury independent hotels

 2011: AC Hotels by Marriott brand formally launched The spinoff of Marriott Vacation Club International is completed

 2012: Bill Marriott announces he is stepping down as a CEO, and named Arne Sorenson the third CEO in the company‟s history

 2013: Marriott debuts MOXY HOTELS – the new brand is the company‟s first entry into the economy tire, three-star hospitality segments in Europe Design-focused AC Hotels by Marriott brand is important into the Americas

 2014: Marriott nearly doubles distribution in Africa to more than 23,000 rooms with its acquisition of Protea Hotels Brands

 2015: Marriott International acquired Delta Hotels and Resorts and became the Largest Full-Service Hotelier in Canada

 2016: Marriott acquired Starwood Hotels making it the largest hotel company

in the world

 2021: Mr Anthony Capuano became Chief Executive Officer and Ms.Stephanie Linnartz became President of Marriott International

1.2.1 Accommodation

Sheraton Saigon hotel currently has a total of 485 rooms divided into 2 areas, Main Tower and Grand Tower All rooms have a luxurious, spacious, modern design and overlook the Saigon River, the swimming pool or the whole city, providing a comfortable rest space

 Main Tower : 367 rooms

Premier Studio

Club Studio

Executive Suite

Presidential Suite Size

1 double or

2 single bed

1 double or

2 single bed

1 double or

2 single bed

02 double rooms and

01 room with 02 single bed View Swimming

pool/ City

view

Swimming pool/ City view

City View City view Saigon

river/ City view

Saigon river/ City view

5th floor

Separate living room and

bedroom

Free Club Lounge service at

Separate living room and

bedroom

Free Club Lounge service at

Separate living room and

bedroom

Free Club Lounge service at

There are 3 separate bedrooms fullt equipped

5th floor 5th floor 5th floor

 Grand Tower: 118 rooms

Grand Tower includes 118 studio rooms and suites with luxurious design and spacious area from 55m2 to 83m2 Completely separate from the main building, Grand Tower attracts high-end business and leisure travelers with their demand for quick check-in, impeccable service and specialized amenities In addition, Grand Tower guests can also enjoy a variety of high-class dining services all day at the Lounge such as breakfast, afternoon tea and a variety of beers, wines and soft drinks

All rooms feature soft Sheraton Sweet Sleeper® Beds for maximum comfort and are equipped with 42-inch LCD flat-screen televisions with state-of-the-art digital receivers Flat-screen TV with DVD player connected to a state-of-the-art Bose sound system

In addition, the hotel also equipped with a 37-inch flat-screen TV in the Grand Tower Suite and a 19-inch flat-screen TV in this luxury bathroom Rooms are equipped with wired and wireless bandwidth, with the ability to quickly "connect and use" to help guest easily connect to the fastest internet connection in Vietnam Besides, guest can also enjoy using the iPod accessory provided in each room to listen

to your favorite music

Type of room Grand Tower

Studio

Grand Tower Junior Suite

Grand Tower Suite

Bed type 1 double or 2

single bed

01 double bed 01 double bed

View Saigon river/

City view

Saigon river/

City view

Swimming pool/ City view

Utilities Free Club Free Club Free Club

1.2.2 Food and Beverage

The chain of restaurants Saigon Café, Li Bai and The Lounge at Sheraton Saigon offers a diverse culinary experience, awakening all the senses of diners with premium quality, spacious space, delicate decoration and stylish service professional service

 International Dinner Buffet (Monday to Thursday): 18:00 – 22:00

Experience a unique excursion at Saigon Café with a variety of delicious dishes from famous global cuisines

 Seafood Dinner Buffet (Friday to Sunday): 18:00 – 22:00

At the Seafood Buffet Dinner, Saigon Café restaurant offers a seafood feast with a variety of fresh seafood to serve diners In addition to the lively open kitchen space prepared by professional chefs for diners, the Dinner Buffet also serves special dishes only available in the seafood banquet

 Lunch buffet (Sunday): 11:30 15:00 –

Enjoy a sumptuous lunch at Saigon Café with family and friends this Sunday with live kitchens offering a selection of signature delicacies from local seafood, snails, baked goods and desserts irresistible delicious

 Libai

With over 50 delicious dimsum dishes made by hand and served right in bamboo steaming cages Diners can enjoy the famous traditional dimsum flavor of Cantonese right at Sai Gon

 Location: 2nd floor

 Capacity: 100 seats

 Time:

 Morning 11:00 14:30 (Monday to Saturday) –10:00 14:30 (Sunday) –

 Evening: 18:00 22:00 (Whole week) –

 Lobby Lounge

Space to meet, work and relax ideal venue with contemporary design with over

110 seats ranging from sofas to armchairs and high bar tables Serving international and local cuisine and afternoon tea and cakes

equal sections It is fully equipped with the latest in integrated technology including audiovisual, lighting systems, stage, and dance floor

Map 1.2.3: Floor plans (Source: Sheraton Saigon Hotel & Tower)

1.2.4 Other Experiences

 Aqua Day Spa

The Aqua Day Spa is the first luxury hotel spa in Ho Chi Minh City Positioned as a destination day spa, the Aqua Day Spa's concept is distinctively Vietnamese, both in design and services offered

 Location: 5th floor

 Time: 10:00 22:00 –

 Services,Treatments and Amenities: Body Scrub, Facials, Fitness

Counseling Services, Foot Bath, Lap Pool, Manicures/Pedicures, Massages, Steam Room, Therapy Bath

1.3.1 Sheraton Saigon Hotel & Tower ‘s organizational chart

Chart 1.3: Sheraton Saigon Hotel & Tower ‘s organizational chart (Source:

service Front Office

Reception Excutive Lounge

1.3.2 Function and duty of each departments

 General Manager

General Manager - the person who makes decisions, plans, assigns work to other departments and departments General Manager will comprehensively manage the financial (revenue, profit, loss) and monitor the operation of the business

 Sale & Marketing

Develop and implement hotel brand promotion plans, hotel service advertising programs Negotiate, persuade and sign service use contracts directly with customers Exploiting and developing customers from different sources Actively contact potential customers to introduce services, advantages and incentives of restaurants and hotels Manage customer data, perform customer care tasks Design: Banners, flyers, catalogs, profiles, brochures, etc Take photos, write articles about hotel restaurant activities and services and regularly update them to customers

 Front Office

Provide information, introduce and advise customers about the hotel's services Receive and promptly handle complaints and requests of customers, bringing satisfaction to customers Take reservations and arrange rooms for customers

 Food & Beverage

Is one of the main departments that bring in revenue for the hotel The Food and Beverage department provides catering services such as buffet, coffee, food for room guests, visitors, events,

 Housekeeping

Responsible for cleaning and sanitizing rooms in the hotel Housekeeping ensures that the rooms are always clean and beautiful before guests arrive and after

guests check out The important task of Housekeeping is to maintain the hotel room standards

 Human Resources

Human resource recruitment organization Manage salary, bonus, and insurance issues Organization of training and human resource development Building activities to connect relationships in the business

 IT Department

IT staff is responsible for supervising the operation of information technology department at restaurants and hotels Quickly handle unexpected problems to ensure that the system always operates continuously and efficiently, minimizing interruptions as well as affecting the operation of other parts

 2021: Mr Anthony Capuano became Chief Executive Officer and Ms.Stephanie Linnartz became President of Marriott International

1.2 Fields of business activities

1.2.1 Accommodation

Sheraton Saigon hotel currently has a total of 485 rooms divided into 2 areas, Main

Premier Studio

Club Studio

Executive Suite

Presidential Suite

1 double or

2 single bed

1 double or

2 single bed

1 double or

2 single bed

02 double rooms and

01 room with 02 single bed

pool/ City

view

Swimming pool/ City view

river/ City view

Saigon river City view

5th floor

Separate living room and

bedroom

Free Club Lounge service at

Separate living room and

bedroom

Free Club Lounge service at

Separate living room and

bedroom

Free Club Lounge service at

There are 3 separate bedrooms fullt equipped