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

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

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

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PROFESSIONAL INSTRUCTOR: MANAGER TRAN THI THUY TIEN

ACKNOWLEDGEMENT

INTRODUCTION

CHAPTER 1: OVERVIEW OF THE INTERNSHIP PLACEMENT

1.1 Marriott International and Sheraton Saigon Hotel & Tower

1.1.1 1.1.2 Sheraton Saigon Hotel & Tower

1.1.3 The history and development

1.2 Fields of business activities

1.2.1 1.2.2 1.2.3 1.2.4 1.3 Organizational structure

1.3.1 Sheraton Saigon Hotel & Tower „s organizational chart

1.3.2 Function and duty of each departments

1.4 Analyzing the operation performance of Sheraton Saigon Hotel & Towers

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

2.1 Introduction Lobby Lounge

2.1.1 2.1.2 Organizational chart & Function of each position

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

2.2.1 2.2.2 Products and Facilities

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

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In addition, I would like to express my sincerest thanks to the SheratonSaigon 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 havesupported 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

Class: 17070511 Academic Year: 2017 - 2021

-Ho Chi Minh City, Date………

Supervising Lecturer (Full name and signature)

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EVALUATION OF MARKING LECTURER Student’s name:HO KIM NGOC Student ID:717H0587

Class:17070511 Academic Year: 2017 - 2021

-Ho Chi Minh City, Date………

Marking Lecturer

(Full name, Signed and Sealed)

The strong development of life goes hand in hand with many new humanneeds In which, the need for travel, relaxation, dining, entertainment is one ofthe needs that people are interested in, or it can be said, is an indispensableneed 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 economiesparticipating in the ranking In the period 2015-2019, Vietnam's tourism industryachieved an average growth rate of 22.7% per year and is one of the countrieswith the fastest tourism growth in the world

According to the World Economic Forum (WEF), due to the impact of theCovid-19 pandemic, global GDP is estimated to lose about 4.5 trillion USD and losemore 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 livingand working in Vietnam Realizing the importance of loyal customers in thedifficult period of the industry, I chose the topic "Analyze methods to improvecustomer loyalty at Lobby Lounge - Sheraton Saigon Hotel & Towers restaurant,and propose new solutions" for the article in his report, better understand theloyalty building method of the 5-star hotel - Sheraton Saigon Hotel & Tower

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CHAPTER 1: OVERVIEW OF THE INTERNSHIP PLACEMENT

1.1 Marriott International and Sheraton Saigon Hotel & Tower

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

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 awayfrom famous attractions, administrative centers, office buildings andentertainment shopping areas, Sheraton Saigon Hotel & Towers is a stop Theideal foothold helps guests immerse themselves in the vibrant city life withluxurious experiences, modern facilities and professional services

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

379 newly upgraded rooms in Main Tower, designed with inspiration fromVietnamese 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

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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, fitnessroom 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 forall 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 ChiefExecutive 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 launchesTownePlace 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 firstentry 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

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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 Tower and Grand Tower All rooms have a luxurious, spacious, moderndesign and overlook the Saigon River, the swimming pool or the whole city,providing a comfortable rest space

Main Tower: 367 rooms

pool/ Cityview

Fully-equippedwith TV,refrigerator, air-

conditioner,amenities

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 maximumcomfort 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 theGrand Tower Suite and a 19-inch flat-screen TV in this luxury bathroom Roomsare 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 ineach room to listen to your favorite music

Lounge service at 5 th floor Lounge service

at 5 th floor.

1.2.2 Food and Beverage

The chain of restaurants Saigon Café, Li Bai and The Lounge at SheratonSaigon offers a diverse culinary experience, awakening all the senses of dinerswith 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 seafoodfeast with a variety of fresh seafood to serve diners In addition to the lively openkitchen space prepared by professional chefs for diners, the Dinner Buffet alsoserves 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 thisSunday with live kitchens offering a selection of signature delicacies from localseafood, snails, baked goods and desserts irresistible delicious

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Morning11:00 – 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

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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 isdistinctively 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

Sheraton Fitness

Location: 5th floor

Time: 5:30 – 23:00

Equipment Available: Cardiovascular Equipment, Exercise Bike(s),

Free Weights, Strength Equipment, Treadmill(s)

Swimming Pool (Outdoor)

Event Sale Reception Excutive

Lounge Lobby Lounge Food &

Beverage

Saigon Cafe Human

Resources

Libai HouseKeeping

IT Department

Room Service Accounting

Kitchen Security Engineering Purchasing Fitness Aqua Spa

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

Sheraton Saigon Hotel & Tower)

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1.3.2 Function and duty of each departments

General Manager

General Manager - the person who makes decisions, plans, assignswork to other departments and departments General Manager willcomprehensively manage the financial (revenue, profit, loss) and monitor theoperation of the business

Sale & Marketing

Develop and implement hotel brand promotion plans, hotel serviceadvertising programs Negotiate, persuade and sign service use contractsdirectly with customers Exploiting and developing customers from differentsources 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 andservices and regularly update them to customers

Front Office

Provide information, introduce and advise customers about the hotel'sservices Receive and promptly handle complaints and requests ofcustomers, bringing satisfaction to customers Take reservations and arrangerooms for customers

Food & Beverage

Is one of the main departments that bring in revenue for the hotel TheFood 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, andinsurance 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 informationtechnology department at restaurants and hotels Quickly handle unexpectedproblems to ensure that the system always operates continuously and efficiently,minimizing interruptions as well as affecting the operation of other parts

Accounting

Controlling hotel financial fluctuations, assisting the board of directors

in planning business strategies, optimizing costs, managing risks,

Kitchen

Provide delicious food to diners In restaurants and cateringestablishments, the kitchen department is considered the "soul", the "heart",and the brand ambassador of the establishment Because, customers come

to enjoy delicious food, great service

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

Main Tower: 367 rooms

pool/ City view

Fully-equipped with TV, refrigerator , air-

conditioner ,amenities

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5th floor 5th floor. 5th floor.

Grand Tower: 118 rooms

Grand Tower includes 118 studio rooms and suites with luxurious design andspacious area from 55m2 to 83m2 Completely separate from the main building, GrandTower attracts high-end business and leisure travelers with their demand for quick check-

in, impeccable service and specialized amenities In addition, Grand Tower guests canalso 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

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.