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I.SUMMARY
Vanessa Schultz, recently appointed Director of Customer Relations, has been hired by the
Al-Munir Hotel and Spa Group to improve the group’s customer relations. The group has a number of hotels in Oman and the United Arab Emirates. Vanessa Schultz’s first task is to focus on building better relationships with the guests who use the hotels, especially with those who may become frequent visitors.
II.THE PROBLEM: To create strong and long-lasting relationships with visitors.

III.CAST OF CHARACTERS
A.
1) Vanessa Schultz – Director of Customer Relations.
2) Abd Al-Haim Hamdi – local consultant specializing in hotel management.
B.
1) Al-Munir Hotel and Spa Group.
2) Guest Relations Department.
3) Marketing Department.
IV. CHRONOLOGY
1) Hamdi carried out a survey of guests by telephone.
2) Vanessa Schultz has used the services of Abd Al-Halim Hamdi.
3) Recent reviews have reduced two of the hotels’ rating from four stars to three.
4) There seems to be little customer loyalty to the hotel group.
5) The retention rate of guests has fallen from 25% to 8% .
6) Customer surveys have indicated increasing dissatisfaction with the hotels.
7) The group’s room occupancy rate has dropped from 81% to 62%.
8) Group turnover has fallen by 22%.
9) Vanessa Schultz has been hired by the Al-Munir Group to improve the group’s customer relation.
V. ISSUES
1. There are many competitive hotels with a high level of service.
2. Hotel staff wouldn’t be motivated and customer-orientated in their approach to their work.
3. Complexity with creating a customer loyalty program.