Game 52NL home
Welcome to the Emerald Forest Hotel!
This is the homepage of your simulation in Breda, the Netherlands, called 52NL. All the content is in English as this is an international hotel.
A word of welcome
What is the Game?
You and each of your classmates within your team, as new members of the Management Team, are tasked with the take-over of the Emerald Forest Hotel as the new Management Team. You will manage the hotel, bring improvements to its current operations, and deliver noticeable results when compared to prior years. Last year's performance results and its related decisions. will be made available to you. Along with historical data, this will serve as a point of reference. This becomes the same starting point for all (other) teams.
Your hotel is located in the Netherlands, or anywhere in Europe, in a number of (fictitious) cities. In each city, multiple hotels (in most cases 10) are located. Your main competitors are the other existing hotels, within your city. CEO Jill Jandal and owner Christina Bergman want you to effectively manage the Emerald Forest Hotel. Your coaches will help you achieve this task; meanwhile, Jill and Christina will be following any developments along the way behind the scenes.
At the outset, historical data, including last year's results will be made available to you, so all teams start on the same level playing field. All brand-new hotels will be located in one of the three (fictitious) cities / regions, mentioned later. In most cases, you will find 9 or 10 hotels in each city / region. The ones within your city-region will be your main competitors. CEO Jill Jandal and owner Christina Bergman are counting on you to effectively manage your new hotel concept under the new Emerald Forest Hotel portfolio. Your coaches will assist you in achieving this task; meanwhile, Jill and Christina will be following any developments behind the scenes.
Current Business and Market Environment
Staying agile and adaptable to increasing market demands and evolving customer behaviour has become not only a primary focus for major players in the hospitality industry but rather a must in the current post-pandemic era.
Of course, Corona has highly impacted the situation in hospitality in 2020-2022, and still does. Some changes and situations are temporary, and the industry is likely to recover from that. There will also continue to be a number of structural changes, as a result of the pandemic. A large number of benchmarks and figures are only available for the full 'normal' year of 2019. Of course, the year 2021 nor 2022 cannot be compared in any way with previous years. However, it is precisely in these times, that creativity was needed and innovation and new initiatives took place, which still have huge impact today.
Guests change, desires changes and technology changes. To have a grip on a hotel, your hotel, you have to be aware of the market. Reports like Mews - understanding the modern guest can help you to get insights.
The hospitality industry is confronted with a “next normal” period, which some categorize as “no-normal”. The main dominant trend is that being eco-friendly is no longer a niche. In fact, most hotels have successfully advanced towards being socially and environmentally conscious and sensitive to the ecological impact of their customers’ experiences.
Thus, developing more sustainable solutions rather than just features, and adopting to a digital era with new technologies such as AI and metaverse, are predicted to go side by side as enablers of this innovative transformation.
In the game, a number of benchmarks and figures are available for the pre-pandemic years. It is noted that years 2021 and 2022 cannot be compared in any way with previous years. During the game, new insights and announcements will be shared with you, so stay put.
AI is changing the market and the industry
Right now, the impact of AI is huge. Consider that AI can help you as Management with a wide range of tasks in hospitality. But 'just' the free version of ChatGPT e.g., means your data will be included in the overall data set. That is very undesirable. Also remember, guests use AI and see results from AI as well. Through the app store of ChatGPT, for example, we already see a large number of apps, which serve as platforms. At orientation and also already at booking (new affiliate constructs), this becomes very important.
What are the goals?
As a new Management Team, you will have the main of successfully establishing a brand-new hotel site as an addition to the Emerald Forest Portfolio and do better than its original version. The existing timeline, milestones and set dates offer you the possibility to apply sound management skills and use the knowledge you gained thus far. The learning goals entail that you and the team:
- Select, process, and analyse a fair amount of relevant data that you can use and apply to ultimately help you in successfully running the brand-new hotel site.
- Work on time-sensitive assignments so you put into practice your developing skills, and the ones so far acquired during the course of your first-year studies;
- Can run the operations of your brand-new hotel site as a Management Team in an eager, joyful, and professional manner.
- Perform as competent and skillful managers: dealing with uncertainties, finding solutions, and learning from your own mistakes.
Consequently, you are expected to carry out your managerial duties and deliver the following:
- A set of assignments during the course of the Game;
- A strong and clear substantiation (support) behind each of your decisions and actions;
- Living up to the deadlines in a timely and punctual fashion while being responsive to new situations and challenges ahead;
- Creating a distinctive competitive position and clear strategic outlook for your new hotel.
This platform is the main source where you can find most documentation of the relevant elements of your new hotel.
The Game will use the 52NL Emerald Forest Hotel Facebook group as an additional platform to profile your hotel: so join as soon as possible! Be aware the role of management entails dealing with many uncertainties, and as such you will be confronted with a large amount of information and many challenges. Managing a hotel may not be as easy as it appears. It is all part of the Game. Your coach(es) will always be your first point of contact.
Each team consists of approximately 5 students, with whom you will be teaming up as part of a new Management Team. Each city will be guided by his/her own coach(es).
|Teams and cities: your coaches
|Team A01 to A10
|.. & ..
|Team B01 to B10
|.. & ..
|Team C01 to C10
|.. & ..
Deciding on pricing strategies and their costs is part of the game. Being consistent and keeping them in alignment with your business decisions, and able to clearly explain and support (validate) them will have a major impact on the occupancy rate of your hotel, and consequently its overall profit.
A set of game algorithms will process all this information, calculate, and provide you with their respective outcomes and rank your team all the way through this competition until its final standings. The credits for this module are awarded to you and your team, based on the assignments and the marks obtained during the Game.
Need I say more? Having your team become familiar with all aspects of your hotel will enable you to get a better grip on the game and help you bring the assignments to a good end.
You will find all the exact steps you need to take on the 52NL Assignments and timeline page.
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