Communication Plan for Dawson Falls Mountain Lodge

Discuss about the Communication Plan for Dawson Falls Mountain Lodge.

Introduction:

A communication plan is a written document that accomplishes the objectives of association of the stakeholders of an organization. It is important to recognize the audiences to whom the intended objectives have to be communicated. Communication includes written, spoken and in fact electronic interaction with the targeted audience. As commented by Montgomery, Russell and Hradek, (2013), a successful communication plan has to be continuous. It should not be limited to periodic publications, meetings and conferences or annual reports. Sometimes the difference between a good job and a bad job depends greatly on the success of the communication process. For a small business, the importance of communication automatically increases because there are very few people involved in the business. Communication encourages innovative ideas and engaging employees or the members of an organization in major business operation helps to tackle major challenging situations in the business. If the scenario of a small hotel or a lodge has to be analyzed, it has to be mentioned that involving employees and staffs can help in improving the business condition. Better communication actually gives authority to the members of the organization to take instant action based on the situation. For a boutique lodge, each and every person working in the hotel has major responsibility to perform. Therefore, a thorough communication with the internal and external members holds primary importance.  

The aim of the paper is to focus on the importance of communication in an organization. The Dawson Falls Mountain Lodge has been selected as the case study for the assignment. The primary objective of the paper is to propose a significant communication plan for the mentioned lodge. A detail analysis of the communication requirement will be done based on the stakeholders of the lodge. The manager of an organization is primarily responsible for keeping a balance of the communication process in an organization. The report will be written considering the writer as the manager of The Dawson Falls Mountain Lodge. The aim is to frame a communication plan for the boutique hotel used as the case study. In order to develop an effective communication plan, it is important to understand the objective of communication and the stakeholders to whom the information has to be communicated. After analyzing the aim and objective and the major stakeholders of the organization, a recommendation will be made for proper and fruitful communication among the different stake holders of the organization.

Overview of the organization:

Originally build in 1896, Dawson Falls Mountain Lodge is an accommodation lodge and café located at Egmont National Park on Mt. Taranki, New Zealand. The Hotel explores natural beauty and a rich heritage right from the moment when a visitor enters the lodge. The lodge has 10 rooms that are beautifully decorated and has plans for increasing the number of rooms. In case of this particular lodge, it has to be understood that it is not a big organization that might include a complex and complicated communication method. It is a small lodge that has the accommodation of 10 rooms (Dawson Falls Mountain Lodge & Café, 2016). Therefore, the communication will be limited to a number of people because there are very less number of employees working in the hotel. However, communication with the external members is equally important and it requires a better planning from the end of the organization to maintain a proper and balanced communication network. An analysis of the stakeholders and the need of communication plan will be discussed in this part of the paper.

Characteristics of the industry:

The lodging industry has been found to become increasingly popular since the beginning 21^st Century. The lodging facility publicizes the meaning of a ‘hotel’ with a traditional lodging facility to its travellers and customers. As pointed out by Lipman and Ashlock, (2015), travellers try to experience more than simply comfort and convenience. Expectation of the travellers have increased and they look for certain surprises when they plan to book for a stay. A boutique hotel runs with the concept of providing better accommodation facilities to the travellers that is not provided in major hotels. Therefore, manipulating the experience of the visit of the customers is very vital for a boutique hotel (Lando, 2014).

The two most important features of a boutique hotel are its architecture and design, and its service. A perfect bend of style, distinction, warmth and intimacy are the key ingredients to attract a niche of customer who look for a special and differentiated attention on their visit. Boutique hotels are not boxed into a particular standard, the most important part is to introduce a theme and stay unique. Special care and attention is given to repeated guests. A perfect example of such theme based lodge is the Library hotel in New York City (Jones et al., 2016). The lodge offers a unique style of music and themed decoration to its visitors. In order to achieve all these aspects, to provide a unique and memorable experience to the visitors, a thorough communication mainly with the internal public is what matters the most. If the necessary requirements have to be met, it is important to inform and communicate the entire staff of the hotel about the upcoming. Primarily, a plan is made to entertain the guest and make them comfortable with the primary requisite (Real et al., 2013). Unless the entire plan is communicated among the internal members of the lodge, the success of the plan cannot be achieved.

If the other major factor, service and food, have to be considered, it can be said that the main factor that distinguishes a lodge is the food and the service that they offer their visitors. For a lodge, these services are rather personalized than already framed. Depending upon the taste and the desire of the visitors, the services are personalized. In order to meet such requirement, communication with the internal people is equally important. In this respect, it has to be mention that in order to provide personalized themed based service to the visitors, supply of necessary things like decorative material or other raw materials are required (Canham, 2013). Therefore, keeping a thorough communication with the external public keeps great importance.

Another important characteristic of boutique lodge is its location. These hotels are located in most hip and fashionable urban areas rather than cities or major populated regions. They are built in places away from crowd, but not well hidden enough from the tourists throng. This characteristic of these lodge increases the importance of communication with the external public. In order to get every necessary thing supplied at the right time, it is important to communicate with the suppliers of the products.

The Dawson Falls Mountain Lodge is one such boutique hotel that is well known for its service and its location in the hills. The hotel has been successful to attract major tourist and native people to stay at their hotel and spend a good time (Haynes, 2015). The hotel has good reputation among its visitors. It has been able to fulfil the requirements of the visitors effectively. It can be said that the hotel has an effective communication network that has helped the hotel to fulfil their goals and objectives to fulfil their business strategies.

List of stakeholders of the organization:

It is important to determine the audience to whom the information has to be communicated. Stakeholders include employee, suppliers, business partners, investors and other stakeholders. For a hospitality sector, people of the community also act as major stake holder for the organization (Real et al., 2013). It is important to communicate with the stakeholders to ensure that the information is communicated to them effectively. Proper communication ensures the relevance of their needs and helps to build a positive attitude towards the organization. For The Dawson Falls Mountain Lodge, the list of stakeholders can be stated here:

Managers: The important hosts of the Dawson Falls Mountain Lodge are Sera, who is a retired nurse having an experience of more than 20 years in the hospitality business and Markus, who is qualified in hotel management. The two girls offer an unforgettable, relaxing and an enjoyable experience to the visitors of the lodge (Haynes, 2015). The two important persons in the organization are these two managers. It is important to communicate the basic ideas to the other managers that one might think to achieve the goals and objectives. If anyone thinks of any change in the operation of the business, it has to be communicated with the other member because both of them are equally important in decision making process.  

Employees: There are a few employees in the lodge. The employees include the cook, a number of waiters and others responsible for the room service. The role of the employees is indeed important because they are the one who actually take care of the visitors. As already mentioned, taking care of the visitors and fulfilling their needs and requirements is the most important function of the management of a boutique hotel (Canham, 2013). Therefore, keeping a communication network addressing these staffs is very important because they are the ones who directly communicate with the customers.

Customers: For boutique hotels or personalized theme based lodge, the targeted customers are generally between the age groups of 20 and early 50 years. In the view point of Crane and Livesey, (2013), couples like to spend a warm and quality time together. They like to spend their time in a customized or a theme based ambience rather than ordinary or regular hotels. They are the most valuable stakeholder of any organization because they bring business to the organization. Informing the customers about the important announcement is important (Seeger, 2016). This information might include new offers or schemes that actually help to attract more customers.

Investors or shareholders: There is no such scope of investors or shareholders for this particular organization. The hotel is run on the profits that are earned from the customers accommodating in the hotel (Canham, 2013). The organization is not a big one that there would be major investors. Therefore, there is no such scope for communication with these people.

Others: Other stakeholders might include the suppliers of the raw materials of foodstuffs, furniture or other requisite for the lodge. The suppliers also include the florist that supplies flowers and other ornamental accessories for decorative purposes, water supply department that supply water to the hotel for drinking purpose. The list also includes, the laundry department that are responsible for cleaning and washing of clothes and other materials (De Bussy et al., 2012). It has to be noted that since the lodge is a small one, it does not have the arrangement for all kinds of services and the management usually outsource the necessary things that might require more labor and space. The example of such departments is the laundry department.

Objective of communication:

The main objective behind a thorough communication in an organization is to keep informing the stakeholders about the important information of the business that the organization undertakes. Other common objectives for communicating a program include:

Establishing trust among the stakeholders: It is important to disseminate the exact information that an organization has proposed. If an organization fails to inform its stakeholders correctly, then there is a chance of misinterpretation of the information and there might arises the chances of trust issues among the different group of people (Whitaker, 2016). Therefore, it is important to keep communicating with the necessary people in order to keep the trust of the organization intact among them. Therefore, communication is important for establishing trust among the stakeholders which might get hampered if the communication process does not undergo properly.  An example of another boutique hotel can be given here in this respect. Cavalli Beach-House Retreat in Kerikeri, Northland, New Zealand has used their communication plan effectively to inform their major stakeholders about their new plans and offers. This has helped them to attract more consumers in that season (Cornelissen, 2014).

Encouraging participation and collaboration of the stakeholders: If there arises a chance of participation of the stakeholders in any of the matters of the organization, for instances, to celebrate the anniversary of the foundation of the organization or to make any kind of achievement, the participation of the stakeholders is very important (Holtzhausen & Zerfass, 2014). The participation of the stakeholders in such prospects is very important. It is therefore, advised that to inform the stakeholders about any such programs or events, communication is required.

Improve functionality of the members: When things do not go properly in an organization and the organization has to face certain kind of drawbacks, communication with the members of the organization can effectively help to improve the condition (Lwin & Phau, 2013). In case of a hotel or lodge, there might arise several such situations that can be easily solved if the matter is communicated among the members of the hotel. In all such situations, the functionality of the organization can be improved by properly communicating the things among the employees and others (De Bussy et al., 2012).

To educate the customers and other important people about the beneficiaries of the organization: It is a common scenario when the hotels or other hospitality sectors are found to come up with new ideas and plan to fight the competition in the market. Their plans and ideas can only be successful, if the same is communicated amusing the potential consumers about the plans and schemes (Jones & Quadri-Felitti, 2013). Therefore, the most important objective of communication for a hotel is to educate the consumers about their schemes and offers.

Communication is also important recruiting programs and other beneficiaries: It has been noticed that attrition rate is very high in hospitality sector. In order to fill the gap of the employees who leave their particular job as early as possible because for a hospitality business, labor and workforce is very important (Lwin et al., 2014). In order to recruit faster and better employees for the organization, it is important to communicate the message among those potential people. This type of communication includes advertising for recruitment purpose in major job vacancy sites or newspaper. Therefore, communication is also important for recruitment purpose.

Counter reacting any kind of arguments or issues or misrepresentations opposed to the work: Response of the service of the hospitality sector depends on the feedback from the people who have used the service (Lwin & Phau, 2013). It might happen that for any kind of minor issues, the people visiting the particular place might not like the service. Word of mouth publicity is a major tool of advertisement and people believe on word of mouth (Khosravi & Ekiz, 2014). It can build reputation or can demolish the same as well. If for any reason, it is found that there has been negative responses for the particular organization, it can easily counterfeited by a proper response. Therefore, communication plays a vital role in such situations.

Objectives of communication of The Dawson Falls Mountain Lodge:

To communicate ideas with the employees: For a boutique hotel, considering the needs of the visitors and making arrangements based on their requirement is the primary requisite. Therefore, if a visitor asks for some favour or a theme based stay, it falls on the part of the hotel to avail them with the same service as the visitors’ desire (Franco et al., 2014). In order to achieve this, the employees are needed to be communicated and based on the needs, the arrangements are to be made by communicating with the various stakeholders of the organization.

To make announcement of any schemes or offers: Unless people are informed about the schemes and offers that the organization has proposed for its consumers, success of such plans remain to be achieved (Khosravi et al., 2014). By using media such as Facebook pages, or local advertisements using hoardings or leaflets or brochures, the targeted consumers can be communicated and they can be informed about the offers (Firat et al., 2014).

b Although the kind of response that this particular place receives from the particular consumers is always positive, there might arise the situation when any of the bad feedback might be received from the customers. In such cases, to counterfeit the issues, it is important to communicate with the targeted consumers properly and achieve the actual goal of the hotel (Kleinrichert et al., 2012).

To communicate with the suppliers: To make things happen perfectly, it is important that necessary things remain readily available at the hotel. For such purpose, communicating with the suppliers is important. In fact, a steady communication with these suppliers can help to fulfil all the objectives of the organization (Jones & Quadri-Felitti, 2013).

Nature of information requirement:

The nature of the information requirement of the boutique hotel can be both urgent or planned. It might happen that the visitors would make prior plans before arriving at the hotel. For such cases, the visitors usually make bookings tell their preferences. It now falls under the duty of the people of the organization to take care of the demands and wants of the customers. In such situations, the management of the boutique hotel does get certain time to plan the entire concept depending upon the need (Chan, 2012). On the other hand, communication need can be urgent as well. it might happen that visitors might arrive at any point of time asking for a vacant room. In such cases, the management has to make instant communication with the employees of the organization and make arrangements based on the requirement of the visitors. For such cases, the situation might become chaotic and difficult for the organization to cope up with the requirement. This is when a proper communication helps to cope with the situation (Lee & Kim, 2013). If the internal and the external people related to the organization are communicated efficiently then the task can be done easily and the visitors can be made happy with their selection of hotel.

Recommendation of better communication process with justification:

For an organization like The Dawson Falls Mountain Lodge, customers keep coming at the place at any instance of time. Since, it is a hospitality sector; taking care of the visitors is the primary objective of the organization. The communication processes that the organization has to undertake are both internal and external communication (Lee & Kim, 2013).

Internal communication takes place with the internal staffs of the organization. The communication takes place among the managers of the lodge, the employees working in the lodge because they are the internal public of the organization (Henderson, 2013). For carrying out internal communication, interpersonal communication would be the most effective form of communication. Communicating with the staffs and other employees of the lodge directly, would help to clear out the requirement of the visitors and help to achieve the goal of the organization.

External communication is carried on with the external public of the organization. The external public of the organization are the customers (Lee & Kim, 2013). In this respect, it has to be said that the target customers of the hotel are the native people of New Zealand. Generally, couples between the age of 20 and early 50s are the main targeted people of the organization (Braw, 2013). Apart from the target customers, other external stakeholders include the suppliers, of raw materials and other necessary things.

Recommendation of better communication plan with justification:

It is important for The Dawson Falls Mountain Lodge to identify the correct communication channel to inform their internal and external public about the organization. Different channels of communication that the organization might use are:

• Interpersonal communication
• Different media channels like television, social media like Facebook or Twitter:
• Community outreach by the means of community events
• Hoardings
• Newsletters and Press releases
• Announcements
• Others

For internal communication with the members of the hotel, the following means of communication can be undertaken:

Face to face communication: Since The Dawson Falls Mountain Lodge is a small organization and does not involve a large number of people internally, it can be said that face to face meeting with the people is the most effective form of communication (Kumar & Brady, 2014). By face to face meeting, each member can be addressed individually and any kind of dispute can be addressed easily. Customers might arrive at any point of time and in order to meet the demands of the customers, asking the attendants to perform the requisite task can be done by asking them directly (Jones & Quadri-Felitti, 2013).

Conferences: The internal public can be called for conference in case if the managers come up with any new ideas for the organization. Discussion can be made with the internal public in a conference. This process is advantageous because in a conference, a detail discussion takes place and members are given the provision of presenting their idea regarding the topic of discussion (Whiting & Williams, 2013). Therefore, a better approach towards the proposed idea can be made when everyone of the organization is involved.

Team communication: For an organization like The Dawson Falls Mountain Lodge, team or group communication holds great importance. It has to be understood that dealing with the customer that arrive without prior appointments, is difficult. It is when team communication becomes the most important part of communication (Kwok & Yu, 2013). If any such situation arises, it is expected that the team members would call for urgent meeting and would plan to fight the situation.

Using technological equipment: Using different means of communication such as mobile phones or text messages also acts a means of communication. The dealers or the suppliers can also be communicated by e-mails (Schivinski & Dabrowski, 2016). The advancement of technology has improved the communication process largely. In fact, there does not exit any kind of problem related to communication process. Therefore, it is expected that the organization would use different technology to make communication more effective (Schivinski & Dabrowski, 2016).

To attract customers, advertisement and marketing is important. Communicating with the customers is also important to inform them about any kind of offer or schemes offered by the hotel. Therefore, for external public, specifically the customers, the channel of communication could be as follows:

Advertisement: For The Dawson Falls Mountain Lodge, the budget of communication is not high. In case, if the organization have to carry out any kind of marketing activity, advertisements can be carried on using different media (Schivinski & Dabrowski, 2016). Central Ridge Boutique Hotel, Queenstown, Otago, New Zealand is a bigger boutique hotel and they are found to spend quite a good sum of money on different kinds of advertisements that included television commercials as well (Peters et al., 2013). However, in case of the Dawson Falls Mountain Lodge, since the budget is not so high, the advertisement can be restricted to the cheap ways of advertisements like a hoarding at a particular region where the consumers can be targeted easily and it would bring better result for the organization.

Communication using social media: The boutique hotel has a Facebook page and they keep updating with basic information about their hotel. It is in fact the correct channel to target the particular group of people. Social media has become a tool of advertisement for every big and small organization (DeAndrea, et al., 2012). With its efficiency of posting pictures along with messages, the acceptance of this form of communication has been increasing. Eliza’s Manor, Lake Pukaki, Canterbury, New Zealand, being a bigger hotel in terms of its revenue and corporate image, still uses the social media as a means of communication to attract more customers (Schivinski & Dabrowski, 2016).

Word of mouth communication: Since, the primary visitors of the lodge are the native people, they can communicate about the experience of their stay in the lodge with other people. Word of mouth communication is the best and most effective means of communication (Cornelissen, 2014).

Fliers and brochures: In case, if the organization comes up with any plans or schemes, they can disseminate the information by printing the offer on fliers and brochures and distributing it among the target group of people (Peters et al., 2013).

Frequency of information supply:

Frequency of communication depends upon importance of communicating with the internal and external people of the organization. In case of the The Dawson Falls Mountain Lodge, frequency of communication within the organization is high. Internal communication has to carried on with from time to time whenever required (Chaturvedi, 2014). In case of external communication, frequency depends on the nature of requirement of communication. for instance, it is important to keep communicating with the customers and tell them about the new approaches undertaken by the organization. It is only by the mean of informing them and communicating them, more customers can be drawn towards the organization (Davis et al., 2013). It is likely to come up with innovative plans and offers, at least once in a couple of months that would help to attract more customers for them. Frequency of communication with other external stakeholders such as the suppliers of materials can to be maintained as well. It depends on the basic of requirement. On a general basis it is expected that the communication with the suppliers and the management of the organization has to be regular. They have to be communicated everyday and they should be told about the basic requirements of the day (Ahmad et al., 2013). It has to be noted that there the suppliers are given a list of things that has to be supplied regularly to meet the demand of the regular needs. However, it is also a regular scenario that there arises certain urgent need of materials to be supplied at an urgent basis (Peters et al., 2013). In such cases, the suppliers are needed to be communicated at the earliest and have to be told about the requirement. Therefore, in such cases, the communication frequency might increase and it does not depend on the basic requirement (Sachdeva, 2016).

Mechanism of the communication process:

For interpersonal communication, the mechanism is simple and all it requires is the presence of the participant. It has to be noted here, that feedback plays an important role in interpersonal communication. Therefore, the listener can counterfeit any kind of approach made by the speaker. For The Dawson Falls Mountain Lodge, interpersonal communication with the employees of the organization is the most important form of communication. To communicate with the external public of the organization, rather than interpersonal communication, distance communication holds greater importance (Berger, 2015). The external publics are to be addressed formally and therefore, they have to be communicated using formal communication processes.  A list of requirement can be sent to the suppliers by email. They can also be communicated by the means of phone calls. The mechanism of communicating with the target consumers has already been discussed (Peters et al., 2013). Since the budget is not high, it is expected to think of better and cheaper modes of communication. Cavalli Beach-House Retreat in Kerikeri, Northland, New Zealand also follows a similar kind of communication process and does not believes in making huge investing in the communication process (Coombs, 2014). The particular person is informed with the effective requirement and it is expected that the goals set by the organization can be easily achieved.

In addition to regular communication, the boutique hotel might take certain other necessary forms of communication to improve the bonding among the stakeholders and other publics (Chaturvedi, 2014). The hotel might come up with an annual report or a journal that might highlight the achievements or other important things that the organization has done in a span of a year. These journals can be distributed among the stakeholders. This can be one of the important role of communication that might help to improve the image of the organization and helped it to fight the increasing trend of boutique hotels in the market.

Conclusion:

A communication plan makes it possible to target the exact stakeholders accurately. The plan actually determines the structure of communication and what actually is needed to be communicated. A communication plan can be long-term or short term based on the business strategy of the organization. Depending upon the success of the communication plan, the success of the objectives of the strategies of the organization can also be determined. When a specific plan is made, it makes everything easier and more effective. A communication plan for The Dawson Falls Mountain Lodge, a boutique hotel has been discussed here. A detail analysis of their way of communication has been done and certain recommendations have been made to improve the communication of the organization with its internal and external public. Several other boutique hotels and their means of communication has also been discussed in the assignment. It has been found that interpersonal communication with the internal public is the most important for of communication than can actually helps in improving the business of the organization. in addition to this, a thorough communication with the external public mainly the prospected consumers has to be done to keep the flow of business.

Proper communications among the different people who are associated with the organization help to achieve the goals and objectives of an organization. in order to make everything convenient, it is indeed important to make a thorough communication with the people both inside or outside the organization who are directly or indirectly related to the organization. If an organization achieve to maintain a proper communication, then there remains very less chance of any kind of failure in its plan and action. In order to achieve collaboration among the different people and achieve the proposed requirement, it is important to follow a particular communication plan. Therefore, it is expected that an organization should include the communication plan as a priority in their business and make it included in their business strategy as well.

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