Case Study: Joie de Vivre Hospitality
Human Resource Management
Professor Dr. Ed Sherbert

What is Joie de Vivre’s Philosophy on advertising for its hotels? How does this support the firm’s strategic aims?
Many hotels fundamentally discovery themselves struggling to just fulfil the basic expectations of the guest they serve. Receiving feedback through predictable surveys based on quality performance metrics, such services, room comfort, maintenance, property conservation, friendliness and efficiency of the staff is important. Chip Conley believed without underestimating the importance of these variables, what matters most and differentiates hotels from competition is fulfilling unrecognized needs. Chip called this exercise: "identity refreshment". In his words, "you do not only get inside the customer's head, you get inside his heart”
Joie de Vivre business model is based on strategic marketing. Resulting in a more powerful marketing approach and is grasped after a deep understanding of the needs and desires of the current and prospective customers. One that understanding of the customer needs and desires are achieved you then develop the business model around products, services, outreach, customer experience and branding, outreach with a goal to meet and exceed customer´s needs and desires. Utilizing this form of out-side in management versus tactical marketing strategies by creating a hotel product, basically copying others hotels and then concentrate efforts in advertisement, promotion and selling the hotel inside-out but is an outside-in
Evidence based human resource management means using data, facts, analytics, scientific rigor, critical evaluation and critical evaluated research or case studies to support human resources management proposals, decisions, practices and conclusions basically taking a science if approach to the ways of doing things. (Dessler, 2015) Chip Conley’s scientific way of the doing things was by a Customer Hierarchy of needs after Maslow´s hierarchy of needs- starting at the bottom with the basic needs such as comfortable bed and clean rooms. In the second level of the pyramid customers have needs for safety such as electronic doors or parking areas that with quality lighting. The upper two levels of the pyramid are the needs of belonging and social, what was the level of professionalism and friendliness delivered by the staff? Conley believes that although those needs are answered you have only meet the basic needs of the guest and that commoditization can still occur the lower levels (Cuenllas, 2013) Differentiation may happen once esteem needs are met; this is the second higher level, and it occurs when guests feel like VIP because of a personalized service and treatment. However, it is only at the top when guest can be generated that are passionate who are passionate about our brand. Chip called this level "identity refreshment", which corresponds to the self-actualization level of Maslow´s. Joie de Vivre hotels started growing creating what’s called a new niches in the market that were underserved. They advertised by finding a magazine that defined that segment for them, created a unique boutique style hotel, and then they tapped into the psychographic population and letting them evangelize about the product.
By breaching customers through a distinct magazine personality, Chip to articulate a clear vision of how this personality could relate to the guest room design, the type of staff hired, the unique service and amenities that would be offered and even the kind of community philanthropy the hotel might pursue.
In conclusion the Joie de Vivre represent uniqueness within the hospitality industry. By approaching their customers and employees by through the levels of Marlow’s it allowed the hotel to tap in to peoples feeling. People either employee or guest will always speak to others about having experience like no other.
References
Cuenllas, A. (2013, April 2013). Joie de Vivre hospitality: Case Study and Management analysis. Retrieved from Hospitality Net: http://www.hospitalitynet.org/news
Dessler, G. (2015). Human Resourses Managment 14th Edition. In S. Wall (Ed.). Upper Saddle River, New Jersey, United Stsates of America: S4Carlisle Publishing Services.