# data[].attributes.attachment_link.readable_text
WELCOME TO THE RITZ

We are London's most iconic hotel. A five star haven on Piccadilly that is famous the world over for its historic elegance, impeccable service, impressive suites, and legendary Afternoon Tea.

# data[].attributes.attachment_link.title
The Ritz London | 5 Star Luxury Hotel in Mayfair London

# data[].attributes.attachment_link.description
Discover the regal elegance of The Ritz, London’s iconic 5-star hotel luxury hotel in the heart of Mayfair London. Immerse yourself in the luxury, book today.

# data[].attributes.headline
The Ritz uses many other systems to achieve their self-set high standards for customer satisfaction, on their website, they have links to booking and contact on every page and offer ‘fantastic’ benefits for booking directly through them such as the ‘lowest possible rates’ and a flexible cancelation policy. They also have links to social media and direct links to facebook, twitter and Instagram. The Ritz uses the bookatable software and for online bookings both through their own website and the bookatable website.

# data[].attributes.subject
The Ritz uses many other systems to achieve their self-set high standards for customer satisfaction, on their website, they have links to booking and contact on every page and offer ‘fantastic’ benefits for booking directly through them such as the ‘lowest possible rates’ and a flexible cancelation policy. They also have links to social media and direct links to facebook, twitter and Instagram. The Ritz uses the bookatable software and for online bookings both through their own website and the bookatable website.

# data[].attributes.attachment_link.title
The Ritz Restaurant - London | Bookatable

# data[].attributes.attachment_link.description
The Ritz Restaurant - London, Michelin-starred British dining in a landmark Piccadilly location. Make reservations online.

# data[].attributes.headline
The WAR                                   A group of East End activists marched on the Ritz and demand to be let in to the hotel’s air raid shelter. Led by Phil Piratin, they succeed. The group spent the evening and the night in the company of the Duke and Duchess of Kent to get a good night’s sleep under the watchful eye, or rather ear, of the hotel’s ‘snore warden’. The hotel suffered a huge blow when the kitchen workers at the Ritz were rounded up and sent to internment camps as they were Italian, this led to a staff shortage. When the government introduced conscription the Ritz countered this by employing more women. 

# data[].attributes.subject
The WAR                                   A group of East End activists marched on the Ritz and demand to be let in to the hotel’s air raid shelter. Led by Phil Piratin, they succeed. The group spent the evening and the night in the company of the Duke and Duchess of Kent to get a good night’s sleep under the watchful eye, or rather ear, of the hotel’s ‘snore warden’. The hotel suffered a huge blow when the kitchen workers at the Ritz were rounded up and sent to internment camps as they were Italian, this led to a staff shortage. When the government introduced conscription the Ritz countered this by employing more women. 

# data[].attributes.body
The peace party after the war

# data[].attributes.headline
Regeneration - Extension In 2005 William Kent house was bought by the Ritz hotel. This iconic mansion house was designed in the 1740s by famous architect sir William Kent and was a spectacular opportunity for expansion for the Ritz as it was adjoining. After a year of restoration in which the mansion was opulently restored in renaissance style, it opened its doors to customers.  Her Majesty the Queen Elizabeth II specifically requested to host her 80th birthday party celebrations there. This was the first event that the William Kent house extension had hosted after its refurbishment 

# data[].attributes.subject
Regeneration - Extension In 2005 William Kent house was bought by the Ritz hotel. This iconic mansion house was designed in the 1740s by famous architect sir William Kent and was a spectacular opportunity for expansion for the Ritz as it was adjoining. After a year of restoration in which the mansion was opulently restored in renaissance style, it opened its doors to customers.  Her Majesty the Queen Elizabeth II specifically requested to host her 80th birthday party celebrations there. This was the first event that the William Kent house extension had hosted after its refurbishment 

# data[].attributes.headline
Brief history - The Ritz originally opened its doors to the public on the 24th may 1906 and was considered to be one of the most extravagant hotels in the world. César Ritz was a Swiss hotelier who had the dream of establishing the most luxurious hotel. As such no expense was spared on its opulent interiors and state of the art furnishings. In 1995 the Ritz was bought by two British brothers and investors Sir David Barclay and Sir Frederick Barclay.

# data[].attributes.subject
Brief history - The Ritz originally opened its doors to the public on the 24th may 1906 and was considered to be one of the most extravagant hotels in the world. César Ritz was a Swiss hotelier who had the dream of establishing the most luxurious hotel. As such no expense was spared on its opulent interiors and state of the art furnishings. In 1995 the Ritz was bought by two British brothers and investors Sir David Barclay and Sir Frederick Barclay.

# data[].attributes.body
What is CRM? CRM stands for customer relations management.  Literally meaning, as simple as managing the relationship with your customer (Really simple systems, 2017, online). The hospitality industry twenty years ago, used CRM by using index cards and chalkboards to scribe the names of repeat guests, to be aware of which guests staff should pay extra attention to (Delio, 2000, online). In t he hospitality industry today, especially in the luxury segment, such as the Ritz.  Specialised software is used to help hoteliers, identify, profile and give that extra touch and raise the bar of expectation and service to their most valued guests (Delio, 2000, online).  Examples of these extra levels of service using CRM could be, staff knowing the customers name and recognition, which table they prefer and what room they prefer to stay in (Delio, 2000, online).  This is why having a solid software system for storing and accessing the data is paramount for great customer relationships and levels of service.  CRM software falls into four broad categories.  CRM isn't just about gathering data on your customers, it is what you do with the collected data that can raise the customer service level (Michelli, 2013, online).

Outsourced CRM solutions - web based CRM solutions for your business, including cloud CRM software (Ni business info, no date, online).  Examples of these software are:
Salesforce (link is external)
SugarCRM (link is external)
Really simple systems (link is external)
Netsuite CRM ((link is external)
Zoho (link is external)

These example of systems are ideal for implementing a quick solution, and your company doesn't carry the in house skills necessary to tackle the job from scratch (Ni business info, no date, online) .

Bespoke CRM software

For the pinnacle in tailored CRM solutions, consultants and software engineers will customise or create a CRM system and integrate it with your existing software (Ni business info, no date, online) .

Managed CRM solutions

A half-way house between bespoke and outsourced solutions, this involves renting a customised suite of CRM applications as a bespoke package (Ni business info, no date, online) .  Examples of this system include  Maximizer CRM (link is external) and Sage (link is external).

The Ritz hotel company has been a recognised leader in product and service excellence for countless years  (Michelli, 2013, online).  Like many other great businesses, the Ritz uses a CRM system coined "Mystique", this system is used to track information such as guest preferences, frequency of visits and past issues the customer has faced within the company during their previous stays  (Michelli, 2013, online).  With this helpful data collected, management can assess the value of the data and how effectively the staff implement it, creating an ongoing, memorable and unique experience  (Michelli, 2013, online).  While CRM software is important and successful at collecting data, in a nutshell, by not just leaving everything solely to technology, but instead making loyalty and customer engagement an integral part of every employees daily responsibility and focus  (Michelli, 2013, online).

# data[].attributes.headline
The Royal warrant -In 2002 the Ritz received a huge honour in the form of a Royal Warrant for Banqueting and catering services. This was awarded by the Prince of Wales. The Ritz is the first hotel to have ever been awarded this prestigious award. 

# data[].attributes.subject
The Royal warrant -In 2002 the Ritz received a huge honour in the form of a Royal Warrant for Banqueting and catering services. This was awarded by the Prince of Wales. The Ritz is the first hotel to have ever been awarded this prestigious award. 

# data[].attributes.attachment_link.description
Create an account or log in to Instagram - Share what you’re into with the people who get you.

# data[].attributes.headline
Michelin Star - In October 2016, the Ritz was awarded a Michelin Star. The executive Chef John Williams MBE said “it is the greatest honour to have been awarded a star today. This star is to the delivering of excellence to every guest. Now, more than 110 years after first opening their doors, The Ritz continues to offer its guests the same exceptionally high standards and exquisitely luxurious experience that was the keystone in the creation of our world-class hotel."

# data[].attributes.subject
Michelin Star - In October 2016, the Ritz was awarded a Michelin Star. The executive Chef John Williams MBE said “it is the greatest honour to have been awarded a star today. This star is to the delivering of excellence to every guest. Now, more than 110 years after first opening their doors, The Ritz continues to offer its guests the same exceptionally high standards and exquisitely luxurious experience that was the keystone in the creation of our world-class hotel."

# data[].attributes.body
•Valet parking on arrival.

•Complimentary overnight parking for guests with impairments, including mobility, hearing, and sight.

•Access into the hotel through the accessible entrance and in room check in.

•Access to Palm Court restaurant via a ramp

•Accessible cloakrooms.

•Emergency pull cords in the bathroom and the bedroom.

•Public areas accessible to wheelchairs.

Accessibility (The Ritz Hotel London, 2018).

# data[].attributes.headline
The mystique element in the 6th diamond is their CRM system where a database is used to track information such as guest preferences, how often a guest has visited a particular hotel and any issues or information from previous visits. This may involve laying out favourite snacks, magazines, films or music for a guest or even making up business cards for a guest on an extended business stay. It also involves a more involved daily briefing called the line-up where the staff share exceptional service stories, learn or add new information in the mystique CRM database. It is a way of conceptualizing the brand’s image and ambiance and the Ritz has evolved this Mystique into making useful information out of the data that they receive on a daily basis through their 38,000 employees. 

# data[].attributes.subject
The mystique element in the 6th diamond is their CRM system where a database is used to track information such as guest preferences, how often a guest has visited a particular hotel and any issues or information from previous visits. This may involve laying out favourite snacks, magazines, films or music for a guest or even making up business cards for a guest on an extended business stay. It also involves a more involved daily briefing called the line-up where the staff share exceptional service stories, learn or add new information in the mystique CRM database. It is a way of conceptualizing the brand’s image and ambiance and the Ritz has evolved this Mystique into making useful information out of the data that they receive on a daily basis through their 38,000 employees. 

# data[].attributes.headline
Famous Cocktails In 1951, the star Tallulah Bankhead visited The Ritz for a press conference. She then poured a Champagne cocktail into her size four black suede. In 2014, The Ritz commemorated the publicity stunt with another; The Tallulah is a champagne cocktail you quaff from a glass slipper.

# data[].attributes.subject
Famous Cocktails In 1951, the star Tallulah Bankhead visited The Ritz for a press conference. She then poured a Champagne cocktail into her size four black suede. In 2014, The Ritz commemorated the publicity stunt with another; The Tallulah is a champagne cocktail you quaff from a glass slipper.

# data[].attributes.headline
Clientele - Upon opening, the Ritz quickly started to gather a reputation as London’s most prestigious hotel. The clientele it attracted were the famous and fabulous. During its initial years, the hotel hosted such figures as the future king of England, Edward the VII, who visited regularly and was one of the Ritz’s most loyal customers. He famous quoted “where the Ritz goes I go”.Jackie Onassis described her experience at the Ritz as nothing short of paradise.  Prime ministers Sir Edward Heath and Harold Macmillan both regularly dined at the Ritz only adding to the exclusive list of the rich and famous. The Queen mother regularly dined at the Ritz and requested a specific song to be played on the grand piano as she ate; ‘A nightingale sang in Berkeley Square’ In 1999, The Prince of Wales and Camilla Parker-Bowles attended the 50th birthday of Annabel Elliot at the Ritz this was the first time that the couple had been pictured together in publi. The most famous person to die in The Ritz was former Prime Minister Margaret Thatcher. She passed away, apparently reading in bed, in a private suite in April 2013. 

# data[].attributes.subject
Clientele - Upon opening, the Ritz quickly started to gather a reputation as London’s most prestigious hotel. The clientele it attracted were the famous and fabulous. During its initial years, the hotel hosted such figures as the future king of England, Edward the VII, who visited regularly and was one of the Ritz’s most loyal customers. He famous quoted “where the Ritz goes I go”.Jackie Onassis described her experience at the Ritz as nothing short of paradise.  Prime ministers Sir Edward Heath and Harold Macmillan both regularly dined at the Ritz only adding to the exclusive list of the rich and famous. The Queen mother regularly dined at the Ritz and requested a specific song to be played on the grand piano as she ate; ‘A nightingale sang in Berkeley Square’ In 1999, The Prince of Wales and Camilla Parker-Bowles attended the 50th birthday of Annabel Elliot at the Ritz this was the first time that the couple had been pictured together in publi. The most famous person to die in The Ritz was former Prime Minister Margaret Thatcher. She passed away, apparently reading in bed, in a private suite in April 2013. 

# data[].attributes.headline
Information systems are how the organisation gathers, uses and analyses information. Using information systems efficiently can prove to be a competitive advantage, as shown in organisations such as The Ritz. The use of these systems has proven to be effective in creating and keeping customer loyalty

# data[].attributes.subject
Information systems are how the organisation gathers, uses and analyses information. Using information systems efficiently can prove to be a competitive advantage, as shown in organisations such as The Ritz. The use of these systems has proven to be effective in creating and keeping customer loyalty

# data[].attributes.headline
CLASS system In 1998 Ritz-Carlton introduced the CLASS system which is a guest recognition management programme, standing for Customer Loyalty Anticipation and Satisfaction System. This involves having a guest recognition manager at each hotel who is the repeat guest expert and to whom all other employees report any noted preferences to. The system was introduced to ease the process and bring more constancy to existing customer service (REF destination crm). This information is then complied into a profile that can be accessed, edited or developed to ensure the staff meet the customers particular preferences.

# data[].attributes.subject
CLASS system In 1998 Ritz-Carlton introduced the CLASS system which is a guest recognition management programme, standing for Customer Loyalty Anticipation and Satisfaction System. This involves having a guest recognition manager at each hotel who is the repeat guest expert and to whom all other employees report any noted preferences to. The system was introduced to ease the process and bring more constancy to existing customer service (REF destination crm). This information is then complied into a profile that can be accessed, edited or developed to ensure the staff meet the customers particular preferences.

# data[].attributes.headline
Gold standards - The Ritz has a system in place called Gold Standards which are the foundation of the business and encompass the values and philosophy within which they operate. These are;•	The credo ‘The Ritz-Carlton Hotel is a place where the genuine care and comfort of our guests is our highest mission. We pledge to provide the finest personal service and facilities for our guests who will always enjoy a warm, relaxed, yet refined ambience. The Ritz-Carlton experience enlivens the senses, instils well-being, and fulfils even the unexpressed wishes and needs of our guests’•	The motto ‘We are ladies and gentlemen, serving ladies and gentlemen’•	Three steps of service;1.	A warm and sincere greeting.2.	Use the guest's name. Anticipation and fulfilment of each guest's needs.3.	Fond farewell. Give a warm good-bye and use the guest's name.•	Service values, comprising of 12 values relating to being ‘proud to be Ritz-Carlton’•	The 6th Diamond of mystique, emotional engagement and functional•	The employee promise. This has been developed into a book by Joseph Michelli - The New Gold Standard: 5 Leadership Principles for Creating a Legendary Customer Experience Courtesy of the Ritz-Carlton Hotel Company

# data[].attributes.subject
Gold standards - The Ritz has a system in place called Gold Standards which are the foundation of the business and encompass the values and philosophy within which they operate. These are;•	The credo ‘The Ritz-Carlton Hotel is a place where the genuine care and comfort of our guests is our highest mission. We pledge to provide the finest personal service and facilities for our guests who will always enjoy a warm, relaxed, yet refined ambience. The Ritz-Carlton experience enlivens the senses, instils well-being, and fulfils even the unexpressed wishes and needs of our guests’•	The motto ‘We are ladies and gentlemen, serving ladies and gentlemen’•	Three steps of service;1.	A warm and sincere greeting.2.	Use the guest's name. Anticipation and fulfilment of each guest's needs.3.	Fond farewell. Give a warm good-bye and use the guest's name.•	Service values, comprising of 12 values relating to being ‘proud to be Ritz-Carlton’•	The 6th Diamond of mystique, emotional engagement and functional•	The employee promise. This has been developed into a book by Joseph Michelli - The New Gold Standard: 5 Leadership Principles for Creating a Legendary Customer Experience Courtesy of the Ritz-Carlton Hotel Company

# data[].attributes.body
The most regularly used social media platform is Facebook followed by twitter and Instagram. These are the key to promoting the business among the modern generation. The Ritz also have a well-managed and regularly updated website, which has a clean and elegant look representing the style of the Hotel. The website is easy to use to make bookings, find out any events that are going on or even to check the sample menus available.
This graph represents the growth of Facebook followers over the past 6 months:

# data[].attributes.body
Delio, M (2000), destination, CRM.com, for Ritz-carlton, it all begins with customer knowledge.  Available at: http://www.destinationcrm.com/articles/CRM-news/CRM-featured-news/for-ritz-carlton-it-all-begins-with-customer-knowledge-47424.asp.  Accessed 19 December 2017.

Duncan F. (2018). The Ritz. [online]. Available at: http://www.telegraph.co.uk/travel/destinations/europe/united-kingdom/england/london/central/west-end/mayfair/hotels/the-ritz/ [Accessed 1 Jan. 2018].

Michelli, J (2013), business know-how, customer service is not enough: A case for action.  Available at:https://www.businessknowhow.com/marketing/crmaction.htm.  Accessed 20 December 2017.

Nibusinessinfo.co.uk, customer relationship management (No date).  Available at:https://www.businessinfo.co.uk/content/types-and-examples-crm-software.  Accessed 20th December 2017.

Perkins, C, (2014),  The big hospitality, Ritz London launched academy to train future hospitality stars.  Available at:https://www.bighospitality.co.uk/article/2014/06/24/ritz-london-launches-academy-to -train-future-hospitality-stars.  Accessed 20th December 2017.

The Irish News. (2018). Abernethy Butter secures major Ritz contract. [online] Available at: http://www.irishnews.com/business/2016/11/21/news/abernethy-butter-secures-major-ritz-contract-794632/. [Accessed 1 Jan. 2018].

The Ritz Hotel London. (2018). Awarding Winning Luxury Hotel | The Ritz London. [online] Available at: https://www.theritzlondon.com/the-ritz-experience/recent-awards/ [Accessed 1 Jan. 2018].

# data[].attributes.body
Abernethy Butter which supplies the incredible hotel with artisan salted and unsalted butter. Furthermore, this award-winning business already supplies Ashford Castle in Co Mayo, one of the Republic's most respected hotels. ‘Allison Abernethy, who runs the business with husband Will, the butter maker at Dromara said the orders followed direct approaches from top chefs in the two five-star hotels’ (The Irish News, 2018). The Ritz also sources their organic beef from the Cornish moors, lamb from the Lake District, and succulent lobsters from South West Scotland, Executive Chef, John Williams MBE and his team source the finest, freshest ingredients from around the country.

# data[].attributes.body
Over the years the Ritz has received a number of awards such as: AA Hospitality Awards – Food Service Award, The Sunday Times Top 100 Restaurants and Master of culinary arts recently awarded to their Sous Chef Chris Hill.  (The Ritz Hotel London, 2018 ). Also, the restaurant had the great pleasure and honour of receiving their first Michelin star. The executive Chef John Williams has been part of the Ritz since 2004.
As a well known and respected brand the company has set the customer expectations level high. These can only be fulfilled with the entire organisation motivated and committed to excellent service.
Reputation of the establishment depends on every single employee. A special department named the Leadership Centre is run within the company to ensure that all staff know how to maintain the high service standards. This is an example of how the company management passes relevant information to their staff via social media:

# data[].attributes.body
As of 2014, the Ritz London launched a new hospitality training scheme, with the aim to develop future industry leaders ( Perkins, 2014, online).  The academy will offer a 3 of 5 year training programme, led by director Stephen Boxall.  The programme divided into 3 stages, stage 1 is the trainees spending six months working in departments  within the Ritz London, including the Rivoli bar, the Ritz restaurant , housekeeping, reservations and front office.  After completion of the first stage, candidates have the option of taking a permanent role within the hotel, or an option of a second stage of the programme involving working within the food and beverage and room divisions.  The third stage offers candidates the chance to work at assistant manager level within the food and beverage and room divisions or to work within the finance, sales, marketing and human resources division ( Perkins, 2014, online )

And its employee turnover is low enough to be legendary: a mere 18% compared to the luxury-hotel industry average of 158%

# data[].attributes.body
The location of the Ritz hotel speaks for itself. Located in central London making it a perfect place to start exploring the city. Closely located to Trafalgar square, Buckingham palace and bond street. Additionally, the Ritz has a long history as it was first opened in 1906, the 110-year-old building adds to the wonderful experience as well as the compulsory dress code making the place stay elegant nature of the architecture (The Ritz Hotel London, 2018), To improve the Ritz experience they have a salon for guest who are looking for the perfect pamper session.  As well as an exclusive private members club located in the old ball room.

# data[].attributes.body
Afternoon tea at the Ritz