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STI College Caloocan

OPERATIONS MANAGEMENT

ISO Certified Hotels in the Philippines

(Conrad Manila)

Submitted by:
Alinsoot, Juliana Rose
Austria, Althea
Bacquial, Danah
Dettabali, Kyle
Magtalas, Allysandra
Mian, Gracel Raine
Rafael, Michaela
Raya, Keanna Chirene
Ruiz, Yvette
Talisay, Sareena Mae

Submitted to:
Mr. Jay Jerome Buce

November 2024
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Introduction
Overview
The International Organization for Standardization (ISO) was founded in 1947 and is
headquartered in Geneva, Switzerland. It began in the 1920s as the International Federation of
the National Standardizing Associations (ISA). After being suspended during World War II, the
United Nations Standards Coordinating Committee (UNSCC) proposed a new global standards
body, and the International Organization for Standardization was formed.
ISO standards cover a wide range of sectors, including manufacturing, technology, healthcare,
environment, and food safety. ISO helps organizations in meeting consumer demands, adhering
to regulatory requirements, and guaranteeing operational sustainability by establishing
consistent standards and best practices.

Research Question
"How does ISO certification affect hotel operations, service quality, and competitiveness in the
Philippines?"
The ISO certifications are widely recognized and sought after in the Philippines, as they
demonstrate an organization's commitment to quality, environmental management, occupational
health and safety, information security, and other areas. ISO can contribute to improved
operational efficiency, enhanced credibility, increased competitiveness, and better overall
performance, allowing certified organizations in the Philippines to access global markets more
easily.
Furthermore, ISO certification acts as a powerful feature, attracting both tourists and potential
investors. In the competitive Philippine tourism market. This boosts a hotel's market position and
revenue. It signals a commitment to international best practices and quality, building trust. This
ultimately improves competitiveness and access to international markets.

Objectives
General Objective
Hotels, resorts, and tourism-related businesses in the Philippines may seek ISO
certifications such as ISO 9001 (Quality Management System) and ISO 22000 (Food Safety
Management System) to enhance guest satisfaction, improve service quality, and ensure food
safety and hygiene standards.
The significant role is to improved operational efficiency, enhanced credibility, increased
competitiveness, and better overall performance.ISO certification plays a significant role in
Philippine hotels by helping them meet international standards for quality, efficiency, and
customer satisfaction. While it is not mandatory, many hotels in the Philippines seek ISO
certification to enhance their operations, boost customer confidence, and differentiate
themselves in a competitive market.
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Specific Objectives
 ISO 9001: ISO 9001 is defined as the international standard that specifies requirements for
a quality management system (QMS). Organizations use the standard to demonstrate the
ability to consistently provide products and services that meet customer and regulatory
requirements.
 ISO 14001: ISO 14001 is an internationally agreed standard that sets out the requirements
for an environmental management system. It helps organizations improve their
environmental performance through more efficient use of resources and reduction of waste,
gaining a competitive advantage and the trust of stakeholders.
 ISO 22000: ISO 22000 is an international standard that specifies the requirements for a
food safety management system (FSMS). It is designed to ensure that organizations in the
food chain can consistently provide safe products and services.
 ISO 45001: ISO 45001 may help your organization demonstrate compliance with health and
safety law. But, in some respects, it goes beyond what the law requires, so consider
carefully whether to adopt it. ISO 50001: ISO 50001, the global standard for energy
management systems, provides organizations with an internationally recognized framework
for implementing an energy management system (EnMS).

Benefits of ISO Certification

Improved Quality and Consistency: ISO standards, such as ISO 9001, provide a framework
for maintaining high-quality products or services.
Enhanced Customer Satisfaction: By meeting international standards, organizations
demonstrate their commitment to quality.
Increased Efficiency: This focus on process optimization often results in reduced waste, lower
costs, and improved resource management.
Market Advantage: ISO certification is globally recognized. Achieving certification can
differentiate a company in a competitive market, especially in industries where quality standards
are crucial, such as manufacturing or healthcare.
Compliance and Risk Management: ISO standards often include requirements for managing
risks and ensuring compliance with legal and regulatory obligations.
Employee Engagement and Accountability: ISO certification often involves employee training
and involvement in process improvement, leading to higher employee engagement, morale, and
accountability.
Access to New Markets: Many global clients or suppliers require ISO certification to do
business. Having certification can open doors to new market opportunities and partnerships.
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Challenges of ISO Certification

Initial Costs and Resources: Achieving ISO certification can be expensive, especially for small
and medium-sized enterprises (SMEs). Costs can include consulting fees, training, internal
resources for documentation, and audits.
Time-Consuming Process: The process of achieving ISO certification can be lengthy. It
requires a thorough review of existing processes, documentation, employee training, and often,
multiple audits before certification is granted.
Ongoing Maintenance and Audits: ISO certification is not a one-time process; it requires
continuous improvement. Organizations must maintain their systems and undergo periodic
audits to retain certification, which can be resource-intensive.
Complex Documentation Requirements: ISO standards often demand extensive
documentation, policies, and procedures. For some organizations, this can be a burden,
particularly if they lack an established system for managing these requirements.
Resistance to Change: Employees or managers may resist changes required for ISO
certification, especially if the process involves significant alterations to existing workflows.

Impacts on customer satisfaction and business performance

 Boosts customer confidence and trust, attracting clients who prioritizes quality and
reliability.
 Encourages standardization, helping foster consistency.
 Improves quality by promoting high standards
 Improves your operations by compelling you to identify, describe and assess your
processes.
 Improves efficiency, in turn reducing waste and saving money.
 Brings competitive advantage over others who don’t hold certification.
 Expands opportunity, by opening doors to new markets.
 Develops a continuous improvement culture through commitment to regular assessments,
audits, and updates.
 Lifts employee morale and engagement your people are more likely to excel in an
environment that values quality and high performance.
 Improves risk management certification helps you identify potential risks and implement
preventive measures.
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ISO Certification Overview

ISO certification ensures that a management system, manufacturing process, service, or
documentation procedure meets all standardization and quality assurance requirements. ISO
was founded on the 23rd of February year 1947, and as of July 2024 it has published over
25,000 international standards covering almost all aspects of technology and manufacturing. It
has over 800 technical committees (TCs) and subcommittees (SCs) to take care of standards
development.

What is ISO?
ISO (International Organization for Standardization) is a global, independent, non-governmental
organization that creates standards to guarantee the effectiveness, safety, and quality of goods,
services, and systems.

ISO Global Recognition

ISO certifications serve as confirmation that a company complies with the ISO requirements. As
a result, they serve to create confidence in clients and other stakeholders that the company
operates efficiently and strives for excellent quality. ISO certifications can demonstrate a
company's dedication to key business goals including customer satisfaction and production.
Some public and commercial sector institutions even require that enterprises obtain ISO
certification before doing business with them.

ISO Certification Process

ISO can be simplified by breaking the project down into 5 manageable steps. Here are the steps
for a successful ISO implementation project.

Steps to Certification
I. Understand ISO standards
ISO standards are internationally agreed by experts
Think of them as a formula that describes the best way of doing something.

It could be about making a product, managing a process, delivering a service or supplying

materials - standards cover a huge range of activities.

Standards are the distilled wisdom of people with expertise in their subject matter and who know
the needs of the organizations they represent - people such as manufacturers, sellers, buyers,
customers, trade associations. Users of regulators.
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Quality Management Standards to help work more efficiently and reduce product failures.

What is the ISO 9000 family of standards on quality management?

The ISO 9000 family costs of the world’s best known standard for quality management systems
(QMS), ISO 9001, along with a set of supporting standards on quality management, all
published by ISO/TC 176 and its subcommittees.

Environmental Management Standard to help reduce environmental impacts, reduce waste

and be more sustainable.

International Standards on environmental management provide tools for a strategic approach to

environmental issues. The best-known such standard is ISO 14001, setting out the criteria for
an environmental management system (EMS). Together with a set of supporting documents it
forms the ISO 14000 family standards.

Health and Safety Standards to help reduce accidents in the workplace.

ISO 45001 and related standards Occupational health and safety

According to the international Labour Organization, more than 7600 people die from work-
related accidents or diseases every single day. That’s why an ISO committee of occupational
health and safety experts set to work to develop an International Standard with the potential to
save almost three (3) million lives each year. Structured in a similar way to other ISO
management systems, the approach will be familiar to users of standards such as ISO 14001 or
ISO 9001. ISO 45001 builds on the success of earlier international standards in this area such
as OHSAS 185001, the International Labour Organization’s ILO-OSH Guidelines, various
national standards and the ILO’s international labour standards and conventions.

Energy Management Standards to help cut energy consumption.

ISO 50001
For organizations committed to addressing their impact, conserving resources and improving
the bottom line through efficient energy management, ISO 50001 was developed.

Designed to support organizations in all sectors, this ISO standard provides a practical way to
improve energy use, through the development of an energy management system (EnMS).

Food Safety Standards to help prevent food from being contaminated.

ISO 22000
The consequences of unsafe food can be serious. ISO’s food safety management standards
help organizations identify and control food safety hazards, at the same time as working
together with other ISO management standards, such as ISO 9001. Applicable to all types of
producer, ISO 22000 provides a layer of reassurance within the global food supply chain,
helping products cross borders and bringing people food that they can trust.

IT Security Standards to help keep sensitive information secure.

ISO/IEC 27000 family
ISO/IEC 27001 is the world’s best-known standard for information security management
systems (ISMS) and their requirements. Additional best practice in data protection and cyber
resilience are covered by more than a dozen standards in the ISO/IEc 27000 family. Together,
they enable organizations of all sectors and sizes to manage the security of assets such as
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financial information. Intellectual property, employee data and information entrusted by third
parties.
II. Document Processes
The ISO (International Organization for Standardization) document process typically involves
several steps to ensure the creation, approval, and publication of standards. Below is a high-
level overview of the process, particularly focused on the development of ISO standards and
their documentation:

1. Proposal for New Work (NP)

Request for Standardization: A new standard is proposed when there is a perceived need in
the industry, region, or globally for standardization in a specific area. This can come from
industry groups, national bodies, or other stakeholders.
Approval of the Proposal: The proposal is submitted to the appropriate ISO technical
committee (TC) or subcommittee (SC). The committee will review the need for the new standard
and whether existing standards might already cover the issue.

2. Preparation (Working Draft - WD)

Working Group Formation: A working group (WG) of experts is often formed to draft the initial
version of the standard. This group gathers information, data, and relevant references to
develop the draft.
Drafting the Standard: The working group creates a Working Draft (WD), which is an initial
version that outlines the standard's structure and content. This draft typically undergoes review
and iterations within the working group.

3. Committee Draft (CD)

Review and Revision: After the Working Draft is developed, it is circulated to the members of
the ISO technical committee for review. Comments and feedback are collected, and the draft
may be revised.
Approval to Move Forward: Once the CD has been sufficiently revised and agreed upon by
the committee, it moves to the next phase.

4. Draft International Standard (DIS)

Global Review: The Draft International Standard (DIS) is a more formal version of the standard,
with broader circulation for international comment. At this stage, the standard is reviewed by all
ISO member countries, and they can vote or provide feedback.
Feedback & Revisions: Based on comments received, the document may go through
revisions. If necessary, additional drafts may be circulated for further feedback.

5. Final Draft International Standard (FDIS)

Final Review: The Final Draft International Standard (FDIS) is the last opportunity for ISO
members to review the document. At this point, the document is close to being finalized.
Approval or Disapproval: The members vote on the FDIS. If it is approved by the majority, it
moves to publication. If it is disapproved, it may be sent back for revision.

Periodic Review and Updates: ISO standards are not static. They undergo periodic reviews to
ensure they remain relevant. This can lead to revisions or updates (e.g., every 5 years). Any
new developments in the field, technology, or regulations could trigger a revision process.
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Common Types of ISO Documents:

- International Standards (IS): These are the finalized and approved standards that are
published and made available to the public.
- Technical Specifications (TS): These are standards developed when full consensus cannot
be reached, but a document is needed.
- Publicly Available Specifications (PAS): Interim standards that provide a basis for industry
practices until full standards are developed.
- Technical Reports (TR): Documents that provide additional technical information or guidance.

III. Internal Audits and Improvements

What is an ISO Internal Audit?
An ISO internal audit, aka ISO first-party audit, is a systematic assessment conducted within a
company to evaluate how well its processes and management systems conform with the
chosen ISO standards. They are carried out independently by the company’s internal team or
outsourced to external auditors.

Besides assessing ISO compliance, internal audits also help identify areas of improvement, and
ways to improve the effectiveness of systems and processes.

How to conduct an Internal Audit?

Conduct Internal Audits:
Perform internal audits to verify that the implemented changes meet ISO requirements. Internal
audits are conducted by trained personnel within the organization and serve to identify any
remaining non-conformities or areas for improvement.

Address Non-Conformities:
Resolve any issues identified during the internal audits. This may involve further adjustments to
processes or additional training for employees.

IV. Apply for Certifications and Audits

To apply for ISO certification and audits, you can follow these steps:

Find an ISO Registrar or Certification Body (CB)

To become ISO certified, the last step is to apply for the certification. First, find your ISO
Registrar or Certification Body (CB) and select it. A third-party auditor will be scheduled to
perform an audit of your company. The date and format will be communicated to you in time.

The auditor will check if ISO standards are followed by observing the processes and checking
them against the requirements of ISO 9001. If the company doesn’t align with the specifically
required standards, the certification will be put on hold.

ISO certification can advertise the brand as meeting these internationally recognized set of
standards and continuously working on keeping them and improving processes.
Develop a management system: Ensure system met the requirements of the ISO standard.
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Developing a Management System for ISO Certification and Audits is a structured process
that ensures a company complies with the international standards set by the International
Organization for Standardization (ISO). It involves creating a framework that supports the
ongoing management, documentation, auditing, and improvement of processes within an
organization to maintain ISO certification.

Submit the Application for Certification

The certification body will provide with an application form that asks for basic details about your
organization, including:

 Organization name, address, and contact details

 Information about the ISO standard you’re seeking certification for
 The size and scope of your operations
 Any previous certifications (if applicable)

Certification Decision
If the audit is successful, the certification body will recommend that your organization be granted
ISO certification. The body will issue a certificate of compliance that indicates your
organization meets the ISO standard. The certification will generally be valid for three years,
with periodic surveillance audits.

V. Ongoing compliance
Once compliant, many organizations will achieve ISO compliance certification. This process
sees an accredited third party perform an audit to confirm compliance. Businesses can be
compliant with ISO standards without achieving certification. However, ISO compliance
certification acts as a clear trust signal to prospective customers and partners.

ISO compliance generally isn’t a one-time thing, as organizations are encouraged to perform
ongoing compliance monitoring. A key part of ISO standards is the act of reviewing and
maintaining compliance. This way, an environment of continuous improvement to processes
and procedures can be achieved.

A system to collect detailed documentation, internal audits, and operational records is needed
for ISO compliance monitoring. A popular method is using compliance software to collect, store
and analyze this data. These measurements are critical if the organization has achieved ISO
compliance certification, as they will need to complete periodic audits from the accredited third
party to retain their certification.
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Challenges (Time, cost, training, and resistance to change.)

There are several challenges that can arise during the ISO certification process, including:
Preparing for implementation: This can be the most difficult part of the process. It involves:
 Aligning the company
 Defining technical requirements
 Gathering relevant documentation
 Communicating procedures to the entire company

Change management: Adopting a new quality management system can require a cultural shift
within the organization. Resistance to change from employees or management can hinder the
implementation.
Lack of top management commitment: Top management needs to be committed and
involved in the process.
Inadequate training: Employees may not have enough training and understanding of ISO
requirements.
Managing documentation: Managing complex documentation requirements can be
challenging.
Identifying and addressing non-conformities: It's important to identify and address non-
conformities and implement corrective actions.
Maintaining the system: It's important to maintain and sustain the ISO system beyond the
initial implementation.

Other challenges include: Unrealistic expectations, poor project management, perceived added
costs and resources, inadequate team support or management sponsorship, and fear
misconceptions of ISO.

Key ISO Standards for Hotels

 ISO 9001: A Quality Management System (QMS) that helps organizations meet
customer objectives. It focuses on the quality of products or services delivered. Primarily
concerned with customers and the quality of products or services delivered.
 ISO 22000: A Food Safety Management System that helps ensure food safety standards
and processes. It can be used by producers, manufacturers, distributors, storage
facilities, retailers, and restaurant owners. It applies to all organizations in the food chain,
regardless of size or complexity. This includes organizations that produce food, supplies,
and food contact materials, as well as those in retail, catering, and other related
services.
 ISO 14001: An Environmental Management System (EMS) that helps organizations
measure and improve their environmental performance and comply with legal
requirements. It involves a broad range of stakeholders, including regulatory bodies, the
community, and environmental groups. It is the principal management system standard
which specifies the requirements for the formulation and maintenance of an EMS. This
helps to control your environmental aspects, reduce impacts and ensure legal
compliance.
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 ISO 45001: An Occupational Health and Safety Management System (OHSMS) that
helps organizations measure and improve their health and safety impact. It focuses on
employees and other workers, ensuring their health and safety in the workplace. The
standard establishes criteria for an OH&S policy, objectives, planning, implementation,
operation, auditing and review. Key elements include leadership commitment, worker
participation, hazard identification and risk assessment, legal and regulatory compliance,
emergency planning, incident investigation and continual improvement. Adopting the
standard shows employees and external stakeholders that the organization is committed
to worker health, safety and well-being. This boosts reputation, morale and retention

How Conrad Manila implement these standards

• ISO 9001
Conrad Manila offers guests a truly stylish and comfortable accommodation experience. Each
room is designed with meticulous attention to detail, ensuring a blend of elegance and comfort.
Whether you’re staying for business or leisure, the hotel provides a range of amenities to make
your stay as enjoyable as possible. Each room at Conrad Manila is air-conditioned, creating the
perfect environment for relaxation. Equipped with a flat-screen TV and cable channels, you can
unwind and catch up on your favorite shows. The seating area provides a cozy space to sit back
and relax after a busy day exploring Manila.
• ISO 14001
Conrad Manila strives to operate as efficiently as possible across their entire value chain. For a
low carbon future, they reduce and monitor energy and water use. As part of their commitment
to reducing their waste to landfill, they created a comprehensive waste strategy and they
collaborate with WWF to reduce food waste in their operations and supply chain. Responsible
sourcing makes a difference: they source goods and services locally as possible.
• ISO 50001
It is an international standard for Energy Management Systems (EMS) developed by the
International Organization for Standardization (ISO). The standard provides a framework for
organizations to establish, implement, maintain, and improve an energy management system,
with the goal of improving energy efficiency, reducing energy costs, and lowering greenhouse
gas emissions. Conrad Manila centralized energy management platform that continuously
monitors and tracks energy consumption across various hotel systems, including lighting,
heating, ventilation, air conditioning (HVAC), elevators, and kitchen equipment. This data can be
analyzed to identify areas of inefficiency and opportunities for energy savings.
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Benefits of ISO Certification

Acquiring ISO certification offers a multitude of benefits for hotels in the Philippines, shaping
their operations and enhancing the overall guest experience. This section discusses the primary
advantages associated with ISO certification and how it impacts operations, service quality,
customer satisfaction, and competitiveness in the market.
 Operational Efficiency: ISO certification fosters improved operational efficiency by
standardizing processes and reducing waste. Organizations are required to identify and
eliminate inefficiencies, which can lead to a more streamlined operation. This
standardization aids in better communication and less downtime, contributing to faster
production times and lower labor costs. Moreover, adherence to ISO standards
encourages continuous improvement and regular evaluation of operational processes,
which maximizes productivity and resource management.
 Service Quality: Achieving ISO certification significantly enhances service quality. The
requirements set by ISO standards mandate the implementation of robust quality
management systems that aim to prevent errors and defects. This proactive approach
ensures that products and services consistently meet customer expectations, thereby
enhancing reputation and reliability. Companies that adopt ISO standards experience
fewer mistakes and higher quality in their offerings, greatly benefiting customer
interactions and overall service delivery.

 Customer Satisfaction: Customer satisfaction is markedly improved through ISO

certification. By aligning business practices with internationally recognized standards,
organizations foster greater trust and confidence among customers. ISO-certified
companies showcase their commitment to quality and customer service, making them
more appealing to consumers. Additionally, the rigorous quality control processes help
ensure that customer complaints and issues are effectively managed, leading to
increased loyalty.
 Competitive Advantage: ISO certification can serve as a significant competitive
advantage in the marketplace. It not only enhances brand reputation but also opens
doors to new business opportunities, as many companies and government agencies
require ISO certification from their suppliers. The certification signals to potential
customers that the organization adheres to high-quality standards, making it more likely
for potential clients to choose ISO-certified companies over non-certified competitors.
Furthermore, it facilitates access to international markets, which can further boost
profitability and brand presence on a global scale.
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ISO Certified Hotels in the Philippines

The Philippines' ISO-certified hotels benefits the organization along with its guests. It
stimulates higher efficiency, credibility, competitiveness, and relevant performance in broad
terms, which results in a more pleasant experience for guests.
Conrad Manila is a luxury hotel located at the Bay City area in Pasay, features a unique
architectural style that draws inspiration from the huge vessels that often sail Manila Bay. It is
renowned for its luxurious ambiance and extensive amenities, including delightful dining with
picturesque bay vistas, a point of high satisfaction for guests. Its cleanliness and vibrant
atmosphere, accentuated by live music and scenic views, consistently earn commendations. In
recognition of their outstanding customer service, environmental stewardship, and guest safety
requirements, the hotel has received an ISO accreditation for their outstanding hospitality.

Market Impact
ISO Certifications are significant in hotel industry to make sure that the hotel they visited
is reliable, responsible and committed to meeting international standards. This recognition helps
the hotels stand out in a competitive industry by emphasizing their dedication to quality service,
safety practices, and sustainable management. They establish a basis for consistently providing
a high-performing services to meet the satisfaction experience by the guests. For hotels like
Conrad Manila, ISO Certifications present numerous opportunities, making them more
appealing to guests, improved reputation, prioritizing guest safety, and reducing potential risk.

Challenges Faced by Hotels

Conrad Manila has faced several challenges over the years across multiple areas when
managing its operations, particularly in areas such as cost, complexity, and employee
resistance. Here are some insights into these challenges:

Barriers
Intense Competition: Being located in Pasay and Makati area, leads to a fierce competition
between a hub for high-end hotels such as Shangri-La at the Fort and Sofitel Philippine Plaza.
As a result, the competitive landscape of hospitality industry has affect Conrad Manila to
continuously develop and boost its service offerings while also upholding their luxury brand
reputation in order to stay ahead in a competitive market.
Customer High Expectations: As one of the luxury hotels, Conrad Manila must provide a
consistently high-standard of services and products to offer on a wide range of customers. For
instance, guest report of the hotel's poor housekeeping service as they expected immediate
response and quick resolution of issues which results in complexity of operations.
High Operational Costs: It is a major challenge for luxury hotels like Conrad Manila to manage
high operational costs, since it requires establishing a delicate balance between upholding the
hotel's luxury standards and ensuring financial sustainability. The costs ranging from labor to
utilities, maintenance, upkeep of facilities, and technology investments. Therefore, Conrad
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Manila needs to effectively manage these operating expenses in order to continue being
profitable.
Inadequate Staff Training: Employees without proper training leads to operational inefficiency
such as staffs making mistakes and not fully understanding hotel's systems and processes. As a
result, the hotel faced resource mismanagement affecting both the organization and guest
experiences.

Maintaining Certification
Continuous audits: While continuous audits are crucial for ensuring compliance and
operational efficiency, it poses a challenge for hotels like Conrad Manila associated with
conducting audits focused on regulatory compliance. For instance, the post-pandemic has
affected the Health & Safety Regulations of many hotels, such as Conrad Manila. Constantly
adjusting in operations to comply with changing health guidelines or protocols, including hygiene
standards and contact-less service expectations.
Staff Training: It is a crucial aspect of ensuring high standards of service and operations at
any luxury hotels, and Conrad Manila is no exception. For instance, implementing executing
staff training programs provided by the Hilton Worldwide Group, the program challenges is to
ensure that new employees have the necessary skills to perform proficiently.

Impact on Customers & Tourism

Customer perception of Conrad Hotel Manila, influenced by reviews, feedback, and
ratings, emphasizes both the hotel’s strengths and opportunities for enhancement, directly
affecting guest satisfaction and tourism. Feedback on sites like TripAdvisor frequently
addresses quality, safety, and cleanliness—key elements necessary for maintaining ISO
compliance in the hospitality sector. The hotel’s dedication to international standards, including
the ISO framework. These honors highlight its commitment to environmentally sustainable
practices and its capacity to host meetings, incentives, conventions, and exhibitions, positioning
it as a respected destination for both leisure and business travelers.

 Luxury Experience: The Conrad offers a high-end experience, exceeding the guest's
expectations in terms of comfort and services.
 Memorable Experiences: Guests frequently leave with lasting memories of their stay,
thanks to the hotel’s aesthetic charm, exceptional service, and thoughtfully curated
experiences.
 Consistency: Regular guests come to expect and depend on a consistent level of
quality, fostering the development of a loyal customer base for the brand.
 Boosting Domestic Tourism: The hotel attracts locals for staycations, promoting
domestic tourism and highlighting the strengths of the Philippine hospitality sector.
 Attracting High-End Tourists: Conrad Manila draws high-spending tourists, boosting
the local economy by providing a luxury destination for both international and domestic
visitors.
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 Promotion of Local Attractions: The hotel's prime location serves as a gateway for
tourists to explore major attractions, including the Mall of Asia, Manila Bay, and cultural
landmarks like Intramuros.

Prioritizing high standards and focusing on service enhancements can enable Conrad Manila to
keep attracting both local and international tourists

Contribution to Philippine Tourism

The Conrad Hotel Manila has made notable contributions to Philippine tourism by
upholding high standards and promoting sustainable practices, in line with international
standards like those established by the International Organization for Standardization (ISO).
These contributions include:
 ISO Certification for Quality and Safety Standards: The hotel has earned ISO
certifications, which are globally recognized for establishing benchmarks in quality
and safety. These certifications ensure that the hotel follows the best international
practices in service quality, operational efficiency, and customer satisfaction. As a
result, the hotel not only enhances the guest experience but also helps promote the
Philippines as a destination that emphasizes world-class service.

 Environmental Responsibility: Conrad Manila has adopted eco-friendly practices

throughout its operations. By incorporating sustainability into its business model, the
hotel has played a key role in the responsible use of resources and waste reduction.
These efforts include energy conservation, water management, and waste reduction,
all of which are crucial for maintaining the environmental health of the tourism
industry in the Philippines.

 Community Engagement: As part of its commitment to social responsibility, Conrad

Manila participates in initiatives that benefit the local community. These include
educational programs, health services, and support for local environmental causes,
all of which align with sustainable tourism practices.

Conclusion
Summary & Final thoughts
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Through this study, we have concluded that Conrad Manila's dedication to quality and
ongoing development can be an important factor in generating repeat business and building
lasting relationships. Additionally, ISO Certification enables the hotel to provide guests with
superior value in recognition of improved quality management, environmental responsibility, and
service excellence.
ISO Certification serves as a valuable tool for maintaining consistent, high-quality operations
across all divisions, while representing a significant step toward to enhancing Conrad Manila's
competitiveness and reinforcing its commitment to providing exceptional guest experiences.

Recommendations
For hotels, focusing on ongoing enhancement and staff development is crucial for delivering
outstanding service and upholding high standards. Adopting ISO guidelines can support
consistent quality and provide a systematic framework for improvement. Below is a
recommendation for hotels based on ISO principles.
 Implement ISO 9001: ISO 9001 is a globally recognized standard for quality
management systems. It assists hotels in establishing a framework for ongoing
improvement and enhancing customer satisfaction. It includes the customer focus where
the hotel meets guests' expectations by giving them high-quality services.

 Regular staff training: It is important to maintain service excellence for the guest's
satisfaction. The ISO training requires specialized skills in customer service and crisis
management. They need to provide a certification for the staff qualifications and promote
a learning culture

 Documented Operating Procedures: Ensure that all hotel operations are documented
by ISO standards, enabling greater consistency and facilitating the identification of areas
for improvement. These procedures should cover aspects such as guest interactions,
room management, and other key areas of service.

For Policymakers, support smaller hotels in obtaining certification through incentives and
education. The Conrad Hotel Manila's success in aligning with ISO standards, sharing best
practices, and offering educational resources on the benefits of certification would be
particularly beneficial. Demonstrating how certification can lead to cost savings and improved
competitiveness would promote wider industry adoption.
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To assist smaller hotels in achieving certification, policymakers could consider offering specific
incentives and educational programs. For example, incentives might include tax breaks or
financial assistance for hotels that implement sustainable practices, such as water
management, recycling, and reducing plastic usage. These initiatives can help smaller hotels
overcome the financial challenges often associated with certification processes like ISO or
sustainability standards.
These strategies not only enhance the sustainability of individual hotels but also contribute to
the broader goal of improving the entire industry.

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