PRESENTATION ON

MARKETING OF HOTEL SERVICE

IN BANGLADESH: A CASE STUDY
ON WESTIN DHAKA

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Marketing of hotel service in Bangladesh:
A case study on Westin Dhaka

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 TABLE OF CONTENTS
1. Introduction................................................... 4
2. Concept of 5-Star Hotel ................................. 4
3. SERVICES AND FACILITIES AVAILABLE ........... 5
4. Objective of the study ................................... 8
5. Theoretical framework .................................. 8
6. Choosing a 5-star Hotel ............................... 10
7. The core values of “Westin Dhaka Hotel” ... 11
8. Recommendation ........................................ 12
9. Conclusion ................................................... 13
10. REFERENCES .............................................. 13

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 1. INTRODUCTION
Westin Dhaka, the newly opened five-star hotel is situated in main Gulshan Avenue • Plot-01, Road 45,
Gulshan-2 – Dhaka 1212 – Bangladesh. It is conveniently located within the prime diplomatic and
commercial zone of Gulshan. Nestled in the new business district, they are steps from renowned shopping
malls, foreign missions, restaurant, art, private clubs, and multinationals. Westin hotel is also only eight
kilometers from Zia International Airport.
The Westin Dhaka, brings customers back to the best version of customers that they can be. Westin ensures
that their customers will leave the hotel rested, energized, enriched, and renewed. Its goal is that their
customers will feel better when they arrive but after
Experiencing the Heavenly® Bed and Bath to Westin workout®, the customers will be at their best in mind,
body, and spirit. At The Westin Dhaka, unique places inspire unique ideas. Stimulating venues, extensive
facilities, and superior service create the ideal setting for your next business event or social function Westin
is a multinational chain, which was first constructed is Australia. It is our privilege to have 5 Star hotels
like WESTIN in our country.
Westin has 241 spacious guestrooms where rate defers depending on the facilities available in these rooms.
They have uncountable facilities which offer sophisticated and contemporary centerpieces, state-of-the-art
sound and lighting system with LED lighting effect, which are unique among the hotels in Dhaka. Some of
the services like the 24-hour business centre offer a wide range of services, including copying, printing, and
fax services, as well as a self-service PC and Internet access. Wireless Internet access is also available in
all public areas and meeting spaces. It has five contemporary meeting venues which offer over 2,000 square
meters of functional space. They can accommodate events and social occasions for up to 450 guests.
Depending on the function, the Westin Grand Ballroom can be divided into three separate rooms. Embrace
calm at the wonderful pre-function areas in front of the Westin Grand Ballroom. The Westin Dhaka offers
nourishing dining for every taste and style from fresh, authentic Italian to Pan Asian and international
cuisine.
Westin is a 24th floor building with a big patio available in level 23 for overlooking our Dhaka city. Westin
has the most spacious and comfortable guestrooms in Dhaka and uncountable facilities which offer endless
possibilities for our wellness.

2. CONCEPT OF 5-STAR HOTEL

What makes a hotel five-star? A little research reveals that there are many different standards across the
world. Some are maintained by authorities while some by hoteliers’ associations.
In Bangladesh, how many stars a hotel gets is stipulated in the law titled Hotel and Restaurant Rules, last
amended in 2016.
The rules specify that, to get a five-star rating, a hotel must meet high standards in 34 different criteria. The
Hotel and Restaurant Cell under the Tourism Ministry is responsible for issuing and monitoring the ratings.
According to the Tourism Ministry, there are 13 five-star hotels in the country, four four-star hotels and 17
three-star hotels. There are, however, allegations that many local hotels do not meet the standards but have

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obtained star ratings nevertheless to increase revenue. Some older hotels, on the other hand, need renovation
to keep up. Industry insiders also said the Hotel Cell has very little manpower and has no experts who can
assess the hotels in these criteria. Seeking anonymity, an official from a five-star hotel run by an
international chain told the Dhaka Tribune that, if judged properly, only two or three hotels would fulfil the
criteria of a five-star hotel. “The rest of the hotels are just three-star level,” the official said.
Even the country’s oldest five star hotel (now InterContinental) is renovating its structure as it was lacking
in many criteria. The hotel building and other facilities were not up to the mark, which is why many
international hotel chains had declined to operate the hotel. Most hotel owners use ratings to raise the hotel’s
standing, so that they can charge more on services including food items, said an official of a five-star hotel.
To address the problem, industry insiders urged to form an organization that can monitor the hotel business
and its services in the country. Kazi Wahidul Alam, a tourism expert, said it was unfortunate that standards
in hotel business and services in the country have not been brought to a level. “As the government has no
organization to monitor the hospitality business, there is no control on star hotels’ pricing. We will have to
fix a criteria following international standards and need a real assessment of ratings,” said Wahidul. Parvez
Ahmed Chowdhury, principal of the National Hotel and Tourism Training Institute (NHTTI), said: “There
are no experts in the Hotel and Restaurant Cell. It needs professionals to rate any hotel. “Hotel room
occupancy is low but room rates are high in Bangladesh. Food prices are reasonable but it is not tourist
friendly.” Regular rooms at five-star hotels can be $150 up to $300-400, depending on demand.
Shahadat Hussein, additional secretary of the Hotel and Restaurant Cell, told the Dhaka Tribune that only
those that fulfil the government’s criteria get star hotel ratings. “As a government representative, we strictly
follow the rules and regulations on hotels and restaurants when issuing a licence to a particular hotel,” he
said. The 34 criteria for a five-star hotel include at least 100 hotel rooms, swimming pool, gym, 100 to 200
car parking, currency exchange, WiFi and wired internet connection, rent-a-car services, on-call doctor
and first aid, 24-hour security, multiple banquet and conference halls, and restaurants. Shahidus Sadique,
director (marketing and sales) at Intercontinental Hotel, said renowned international hotel chains like
Marriot, Hilton, and Intercontinental Hotels Group maintain the same standards all over the world. “On the
other hand, Bangladesh does not have such hotel chains. As a result, we cannot find quality hotel services
in the country,” he said. A senior official at a five-star hotel said the international chain that runs the hotel
often sends auditors, posing as guests, to the hotel to check on the quality of service. He suggested that
proper monitoring is required for local hotels to meet standards.

3. SERVICES AND FACILITIES AVAILABLE

Westin offers a wide range of services and facilities for their customer’s convenience and comfort. They
are given below:
 Reception
 Lobby
 Ball Room
 Restaurants
 Bar
 Patio
 Westin Kids Club Amenities

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  Shoe Shine Service Available
 Computer Rental
 Business Services
 Safe Deposit Boxes
 Personalized wake-up
 Lugage storage
 Cash Machine ( ATM )
 Currency Exchange
 Sprinklers
 Handicap Accessible Facilities
 Smoke detectors
 Limo services
 Live Entertainment
 Medical Service Available
 Multilingual Staff
 Shopping Nearby
 24-Hour Concierge Service
 Express Check-Out
 24-Hour Room Service
 Secretarial Service
 Babysitting Service
 Spa Services
 Laundry/Valet Service
 Fitness Center
 Outdoor Heated Pool
 24-Hour Front Desk
 Sundry Shop
 Children’s Pool
 Business Center
 Restaurant
Some of the services and facilities above may not be available on a 24-hour basis or without advance
request. Fees on certain facilities/services may apply. The pictures of some of these facilities are shown
below:
HOTAL SUITES
Westin offers 241 Refreshing and contemporary spacious suites that offers modern amenities. These suites
are divided among two categories:
A) Junior Suite
B) Suite
The suite is again divided into 4 suites
1) Presidential
2) Chairman
3) Executive

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4) Deluxe

Junior Suite
Junior suites offer the lowest range of facilities in Westin when compared to other suites. For this reason,
they offer the best rates available. Their facilities include
1) Double Bed
2) One telephone,
3) Four fixture bathroom with a separate bath.
4) Flat screen LCD television
The picture of one of these junior suites is give below:
Suite
Every suite type has its own unique design. There are 4 different kinds of suites which have different
facilities depending on their levels.
Presidential Suite:
This suite is in the top most level in Westin and is the most expensive one. Similarly it offers a wide range
of facilities and services.
The 427-square meter Presidential Suite, on level 22, invites us in with contemporary artwork and decor.
Relax in the living room’s seating area, dining room, or conference area with 10-person seating capacity.
A private library, kitchenette, and bedroom with the signature Heavenly Bed® are also featured. Outside,
a private Jacuzzi is also available. High Speed Internet Access, flat screen LCE) television, dual line
telephone, and a four fixture bathroom with a separate bath and shower are also available, —
Chairman Suite
This suite is in the second top level in Westin which offers many facilities but a little less than presidential
suite.
It offers separate living, dining, and bedrooms, as well as a private bathroom with Jacuzzi. High Speed
Internet Access, flat screen LCD television, dual line telephone, and a four fixture bathroom with a separate
bath and shower are also available.
Executive suite:
Executive Suites feature a powder room, master bedroom with an amazing bathroom, and a separate living
area. Other than that, High Speed Internet Access, flat screen LCD television, dual line telephone, and a
four fixture bathroom with a separate bath and shower are also available. The pictures of one of the
executive suites are given below:

Deluxe:

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Deluxe is among one of the variety of suites available in Westin. They are 123-square meter which offers
a unique ambiance and energizing amenities such as single bed/double bed, High Speed Internet Access,
flat screen LCD television, dual line telephone, and a four fixture bathroom with a separate bath and shower.

4. OBJECTIVE OF THE STUDY

Every successful study should have precise and prickly objectives so; this report also has some special
objective to make it effective.
The primary objective of this study is to fulfill the requirements of report on Major Marketing of BBA
program. The secondary objective is to analyze the Customer Satisfaction and prospect of hotel industry in
a five star hotel like Pan Pacific Sonargaon Hotel
In this regard objectives of the study may be stated as follows:
 Analyzing the hotel overview
To draw a vivid picture of the present state of Westin Dhaka Hotel by analyzing their synchronous
condition in the current perspective
To study the various services, foods and other unique facilities offered by the Westin Dhaka Hotel to
its customers
To show the strengths, weaknesses, opportunities and threats of Westin Dhaka Hotel to determine the
current position of Westin Dhaka Hotel in the competitive market
 How to provide customer service in Bangladesh
 How to retain the customer into the hotel
 What is the opinion of the customer in this hotel
 Finally gather all practical implication and real information about Bangladesh Travel, Tourism, and
Hospitality with the Pan Pacific Sonargaon Hotel and prepare a future plan to create innovative real
life modification for this hotel.

5. THEORETICAL FRAMEWORK
The two separate terms “satisfaction” and “quality” are difficult to define in general, and press writers tend
to use those terms interchangeably. However, the more precise meanings and measurement of the two
concepts were developed after a considerable debate. Although these two consensuses share something in
common, the fundamental causes and outcomes differ from one another. While satisfaction is a wide and
broad concept in general, service quality has specific attributes of the service itself. As shown below in
Figure 1, service quality is a reflection of the customer’s perception of reliability, assurance,
responsiveness, empathy and tangibles. Whereas customer satisfaction is more inclusive and perceived
according to service quality, product quality, price, situational factors and personal factors.

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The SERVQUAL model is a widely accepted model of determining and expressing the customer
satisfaction. It was first published in 1988 and has undergone improvements and revisions since then. As it
is easy to understand and to identify the customer satisfaction level this model is selected to use in the
report. There are five major tools those entirely represent the service quality. These are explained below:

Tangibles: Representing the Service Physically

Tangibles are defined as the appearance of physical facilities, equipment, personnel and communications
materials. Customers, particularly new customers, use these physical representations or images to assess
quality. Service companies can make good use of tangible factors to improve their image, provide
continuity, and indicate quality to customers, or even combine them with another element to create a service
quality strategy.

Reliability: Delivering on Promises

Reliability is defined as the ability to perform the promised service dependably and accurately. More
specifically, it means that the company deliverers service provision, problem resolution, and pricing
according to their promises. In this way, firms can keep their customers loyal to them.

Responsiveness: Being Willing to Help

Responsiveness is the willingness to help customers and to provide prompt service. The focus is weighted
on how quickly and attentively companies are able to deal with customer requests, questions, complaints,
and problems. Companies must have customer’s point of view to deliver service and handle requests in
order to excel on this dimension.

Assurance: Inspiring Trust and Confidence

Assurance is the knowledge and courtesy of employees and their ability to convey trust and confidence.
For high-risk service such as banking, insurance, medical, brokerage, and legal services, this aspect tends

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to be particularly significant. Companies need to gain trust and confidence in order to create trusting
relationships with their customers.

Empathy: Treating Customers as Individuals

Empathy is the provision of caring individualized attention to customers. The core idea is to prove
customers that they are cared and understood through personalized or customized service, as they are
special and important for firms. Small firms are often able to reflect their personal knowledge of customer
requirements and preferences and build relationships with their customers so that small firms tend to be
more advantageous when competing with larger firms in this dimension. This attribute demands
customization service process. Aspects like individual attention, understanding customer’s needs and
interests were categorized in this section.
All of those elements are equally important in order to obtain one hundred percent of quality and have
different influence on the final service quality. Customers use those five dimensions to organize information
about service quality in their minds. Depending on a situation, sometimes all the dimensions are used, and
at other times not. Although this model is found relevant for a variety of service business and therefore
widely used, some researchers suggest that cross-cultural aspect is missing on those dimensions. Individuals
from different backgrounds seek different experiences from the same set of service and also perceive actual
experiences differently. This has to be taken into account when applying these dimensions.

6. CHOOSING A 5-STAR HOTEL

Because of the diversity of hotels a rating system, based on stars, was created. However, rating systems
don’t all carry the same definitions. For instance, the American Automobile Association (AAA) in the
United States regularly reviews and rates facilities with a scale based on one star to five stars. The ratings
reflect specific written standards set forth by AAA. Travelers who are familiar with this system will know
what to expect when booking a reservation at a hotel rated on this scale. But in Europe or Latin America,
ratings systems (if they exist) are widely scattered and unorganized. The same applied to most online travel
booking sites that apply their own “star” system, which is not related to AAA.
If the facility is unfamiliar, rather than rely on a ratings system that could be unfounded, look to online
review sites for help or ask friends or business associates for recommendations. I don’t think there are
enough pages or ink available at this time to write the known history of hotels, food and drinks. Don’t even
think about the many tales there could be written about hospitality since ancient times. The expectation to
eat good food has been a pleasure since early men. To find a place to rest, a safe spot to sleep has been
always on every travelers mind. The attempt to provide both, safe lodging and excellent food, day after day,
in modern times can be found in the full service hotel.What I attempt to do is to draw a picture in your, the
reader’s mind, coloring some of the stages when accommodation and food drastically changed over the
ages.

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 7. THE CORE VALUES OF “WESTIN DHAKA
HOTEL”
Warm
Traveling sometimes feels cold and impersonal but arriving at “Westin Dhaka Hotel” makes it warm. The
“Westin Dhaka Hotel” members make one to feel welcome, because they know how to listen and they care.
Comfort
“Westin Dhaka Hotel” gives the guests the opportunity to be themselves. Arriving at “Westin Dhaka Hotel”
makes one not only see but also feel the comfort all around the world. The “Westin Dhaka Hotel” members
greet and immediately make the guests feel at ease.
Connection
“Westin Dhaka Hotel” helps guests connect to what matters most to them. The members connect with the
guests as a person, so they fell welcome- like they belong here. “Westin Dhaka Hotel” helps guests to stay
in touch with what’s important to them so they can feel in control- not anxious or absent.
The business of “Westin Dhaka Hotel” is no longer about selling rooms and their features but more about
selling experiences, memories, lifestyle and a brand, with people and service culture.
Hospitality is all about love, care, warmth and empathy- the more the better. It’s not just about providing
good food, drinks and a nice room. It includes understanding the needs of the guests. At “Westin Dhaka
Hotel” the guests feel special because they understand the guest’s needs wants, Expectations and emotions.
Every guests of “Westin Dhaka Hotel” feel a warm and welcoming connection and a sense of comfort and
belonging.
Restaurants and Bars
Savour the diverse flavour of the world at our Dhaka restaurants. Select from an abundance of tantalizing
tastes at our Westin Dhaka restaurants. Experience varied cuisine created to tempt the palates of guests
from around the world.
The Business Center
An ideal meeting place for a small group. The Business center of the hotel provides a range of secretarial
services including typing, printing, facsimile, photocopying, scanning, e-mail, web browsing and spiral
binding etc.
Recreation Facilities
To expose the hotel guests to a host of recreation facilities, the hotel offers swimming, tennis, squash, and
a modern gym where an invigorating workout can be a rewarding experience. The guests can walk into
their own spa, revitalizing sauna, steam and Jacuzzi.

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Guest Receiving Counter at Air-port
The “Westin Dhaka Hotel” guest-receiving counter is situated at the arrival hall at the airport where the
guest can ask for assistance to take them to “Westin Dhaka Hotel”.
Guest programs:
“Westin Dhaka Hotel” has built the industry’s leading frequent guest programs around big IDEA.
 Instant rewards & no blackout dates.
 Destinations wherever you go
 Everything you need for an enjoyable stay.
 Always consistent service and value.

8. RECOMMENDATION
The topic of the Report is “Measuring Service Quality of Westin Dhaka Hotel”. Based on my analysis I
was identifying some result in Westin Dhaka hotel. Such as:
Based on questionnaire analysis more than 30% customers are strongly satisfied in four questions. Such as:
Westin Dhaka physical appearance is visually appealing, Westin Dhaka uses modern technology to serve
the customers, Westin Dhaka provides different classes of room facility and Security system of Westin
Dhaka Hotel is satisfactory. As a result, I can said that Westin Dhaka uses modern technology to serve
their customers, physical appearance of Westin Dhaka is better, the room facility of Westin Dhaka is also
much better and the security system of Westin Dhaka Hotel is also satisfactory.
More than 65% customers are only satisfied in five questions. Such as: Westin Dhaka Hotel serves tasty
foods, Westin Dhaka Hotel provides errorless payment service, Westin Dhaka provides star category
service to the guests, the behavior of employees of Westin Dhaka is satisfactory and Westin Dhaka provides
customized service to individual guests.
But more than 4% customers has not sure whether satisfied or not in six questions. Such as: Westin Dhaka
Hotel serves tasty foods, Westin Dhaka Hotel provides errorless payment service, Westin Dhaka provides
star category service to the guests, The behavior of employees of Westin Dhaka is satisfactory, Westin
Dhaka provides hassle free service to the guests and Westin Dhaka provides customized service to
individual guests.
Based on my overall questionnaire analysis I can say that Westin Dhaka would achieve into the maximum
customers mind.
Based on observation and analysis the research attempts to provide some suggestions to Westin Dhaka
Hotel:
Westin Dhaka employees should more conscious of the behavior with their customers.

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 9. CONCLUSION
Westin Dhaka Hotel is doing a very good job but the competition is increasing continuously. Westin Dhaka
must take some measures to deal with the immense pressure. It has to try hard and introduce new signature
services to hold the existing customers as well as capture the new potential market. The only viable means
for organizations to achieve their objective is to meet the requirements of their customers by continually
improving the work processes, services and their facilities. Westin Dhaka should have an internal database
to make sure that the customers remain updated about the new facilities and services always. Westin Dhaka
should think of some unique facilities and services that may attract new customers. Westin Dhaka should
immediately go for renovation to another establishment. Westin Dhaka should provide promotional
activities then they will capture into the new potential market. Westin Dhaka is located in a lucrative
location. But because of its location the Hotel loses business now. As it is situated in the central place, the
area remains busy always and the traffic situation becomes so horrible sometimes that it takes hours to
reach the hotel from the airport. Westin Dhaka should right away go for redecoration to another founding.
Based on my overall questionnaire analysis I can say that the customers of Westin Dhaka are satisfied for.
Mainly Westin Dhaka physical appearance is visually appealing, Westin Dhaka uses modern technology to
serve the customers, Westin Dhaka provides different classes of room facility and Security system of
Westin Dhaka Hotel is satisfactory. But immediately Westin Dhaka should more conscious in some things.
Mainly the behavior with the customers, hassle free service to the guests and to serve foods into the
customers based on their choice.

10. REFERENCES
1. http://www.risingbd.com/english/hotel-industry-growing-in-country/25818
2. http://www.theindependentbd.com/printversion/details/125344
3. http://www.assignmentpoint.com/business/report-on-westin-dhaka-the-five-star-hotel.html
4. http://www.dhakatribune.com/feature/2017/07/25/five-star-hotel-bangladesh/
5. http://www.assignmentpoint.com/business/marketing-business/report-on-measuring-service-quality-
and-customer-satisfaction-of-five-star-hotel-in-bangladesh-a-study-on-pan-pacific-sonargaon-dhaka.html
6. https://www.tripadvisor.com/Hotels-g293935-zfc5-Bangladesh-Hotels.html

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