Cranfield University, Wharley End, The Case Centre
Abstract
This is part of a case series. The case occurs at the Dahlia Resorts & Hotels (DH&R), an international five-star hotel group (whose name is fictitious) renowned for its operational excellence and cutting-edge innovation in its accommodation infrastructure. The case mainly involves Pamela Schilling, the General Manager of the DH&R, and various of her Heads of Departments (HoDs) of the DH&R (located in Marbella, Spain). The plot of the story takes off when Pamela, convinced of the unbeatable reputation of the DH&R, is informed that the DH&R in Marbella is going through a decrease in its occupancy rate. From there, Pamela tries to understand the reasons why the DH&R - although renowned for the excellence of its operational standards and its advanced technology - is losing guests. Little by little, during the discussions she leads with her team of HoDs, Pamela realizes that to remain competitive in the hotel sector, it is no longer enough to sell innovation and technology at all costs. Pamela’s HoDs successfully make her aware that for the DH&R to remain competitive, it must now strive hard to forge authentic human connections with customers so that the powers of human interaction unfold their full effects on guests always in search of new, magical, unforgettable, and emotionally impactful experiences
