Option 2 – Review of PRM @ B.LUX Spa Hotels – Assessed Case Study Brief
This assessed case study is based on B.LUX Spa Hotels, a fictious hotel chain based in the South of England. They are a multi-award-winning hospitality business that are considering expanding their current operations to international locations. They have an interesting Performance and Reward offering, and for this case study you will be evaluating the offering and formulating ideas to improve it.
Below you will find information about this fictitious company. The information is written as if it has been taken off the company web pages to make the case study seem more real to life. Please look at the information with an academic and critical eye.
B.LUX Spa Hotels: Our Story...
B.LUX Spa Hotels is a niche chain of high-end hotels with a strong focus on the luxury spa facilities provided at each hotel. The hotel chain also offers active family breaks during the school holidays. The hotels are owned by the Bradley family and are located in the south of England in Hampshire, Dorset, Devon, Somerset, Cambridgeshire and Hertfordshire.
The company started 45 years ago and has since expanded to a total of 15 hotels. Although it remains privately owned and the Bradley family’s involvement in the company is still very high, they are now supported by a professional senior executive team and middle management structure. There is a head office facility (HQ) in Southampton that creates centralised policies and strategies, and each hotel has its own professional and management team to manage the day-to-day business.
The hotels are all based in former stately homes in stunning countryside settings. The hotels have been extended and modernised to create more space and to meet modern day needs. The hotels target the luxury UK holiday and short break market and are also popular as a corporate and leisure function venue e.g., a venue for training courses, corporate events, meetings, weddings, parties etc. The hotels all have luxury spa facilities with a pool, gym and treatment rooms. Several also have extensive sporting facilities e.g., tennis courts and sports halls. Some have an outdoor pursuits centre and a golf course on site. All the hotels offer packages with free childcare facilities in the school holidays and children’s meal sittings to attract the family market. The hotel chain offers rooms on various deals from room only to dinner, bed and breakfast and special children’s packages are also available.
The hotel chain plans to expand into Europe and possibly other areas of the world e.g., India and countries on the African continent over the next five years. All expansion is funded from the company profits and the company has no plans to float onto the stock exchange. The company will remain owner led.
