Low threat of new entrants within the hospitality industry
The hotel industry is characterized by high capital costs and a high proportion of fixed costs to total costs. The high level of these costs stem from the fact that hotels must constantly be managed to achieve the most costeffective usage of resources applied to decor, equipment, preoperational expenses and finance. The aim of hotels is to fill their rooms as profitable as possible as a result some of the most important thing that the hotel industry must realize is that it must be able to market themselves and provide quality services so that customers will want to return back to the hotel. The demands of these two characteristics are very high and it requires a lot of effort. In terms of building a hotel, the capital requirements for a hotel project are so high that hotel cannot easily be traded and must remain as a longterm investment purpose. As a result the industry is subjected to large amounts of cost advantages or disadvantages based on the size of the hotel. Furthermore the success of a hotel is also sensitive to the location, management, and the quality and expertise of the staff which is vital to the functionality of the hospitality industry.
Moderate threats of substitute products within the hospitality industry
When talking about substitute goods in the hotel industry it is all about the type of hotel that you are aiming for which will determines how high the treats of a substitute good are. For example, when talking about a hotel catering to a niche population of comfort, modern, and good pricing the treat of a substitute good is extremely high because it is easier to get into these types of hotels. However, when talking about more specific and expensive fo...
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... European market currently offers the highest demand for hotels especially in gateway cities. In attempts to deal with this problem they decided to launch two new brands “Autograph” and “Edition” which are aimed at catering to the luxury market and are meant to increase Marriott’s expansion plans.
The benefits in brand image and standards from expanding
These two new brand name hotels established in Europe will allow Marriott to expand their Branding and essentially target a new sector of the market population that they were never able to penetrate because of the Marriot name branding. However, with these two new franchising efforts they are able to make it more luxurious and hence they are able to attract new and wealthier customers. Additionally, with this new upgrade they are able to increase the luxury aspect of their brand and increasing its standards and image.
Calculation in Appendix A would answer the first question. We can notice that by following corporate branding strategy the retention rate will increase from 16.67% to 21.67% indicating that loyal customers will continue using Rosewood hotels. As for the second question, in appendix B we notice that net profit is less with the corporate branding than without the corporate branding. If the decision is made based on net profit, then corporate branding would be the wrong way to go.
Marriott Corporation is an international company who's the growth over the year has been more than satisfactory.
Having distinct brands for each segment that a hotel group operates in is the general trend in the hospitality industry. Hence, it makes certain that the brand equity is not diluted when the brand enters the economy hotels business segment. The Oberoi brand had avoided treading this path for some time. Oberoi hotels started to realize the benefits of separating the premium parent brand names of Oberoi from all operations and to confine this brand name only to ultra premium hotel properties. Oberoi Group removed the Oberoi brand names from six of its hotels which are not luxury hotels.
47% of Marriott’s rooms are in North American Limited Service, 30% are classified as North American Full Service, and the remaining 23% of its rooms are in the international segment (Marriott, 2015). Recognizing that travelers have a range of budgetary and amenities needs, Marriott operates its properties under a variety of different brand names, 19 in total, each of which has its own “price and service points” (Marriott, 2015). Most of Marriott’s brands are at the high end of the market, which includes such widely recognized luxury brands as the Ritz-Carlton, JW Marriott, Renaissance Hotels, Bulgari Hotels, Marriott Executive Apartments, Marriott Vacation Club, Edition Hotels, Autograph Collection Hotels, Gaylord Hotels, and Marriott Hotels (Marriott, 2015). These properties often command nightly rental rates that can run several hundred dollars a night and offer a wide range of amenities well suited for both business and pleasure travelers. These properties are classified as “Full-Service.” Marriott also offers a range of “Limited-Service” brands that do not contain as many amenities and tend to be much cheaper than the Full-Service line. Examples of these properties include Courtyard, Residence Inn, SpringHill Suites, and Fairfield Inn & Suites (Marriott, 2015). Even though these properties are considered Limited-Service, they do offer considerably nicer accommodations and more amenities than other types of budget motels and hotels. In contrast to many of the other hotel brands, Marriott International does not operate any midscale, economy, or budget
The Portman hotel is one of the luxury hotels in the hotel industry. The size of the hotel is relatively small; it has only 348 rooms and 21 floors. The objective of this hotel is to bring Asian hospitality to the US. This hotel is different from other hotel because it offers the services of personal valet and also it had “ no rules for the guests”.
The hotel industry performs within a saturated market, driven by customer loyalty and competitive pricing to stand-out. This competitive nature makes it extremely important to capitalise on strengths while improving on
Moreover there is a strategy involved, in which is stated where Marriott has to focus on (those focus points are listed in picture 1.2).
However, when looking to create a luxury brand, one must go beyond what is required of an ordinary brand, to create something of high value and therefore high prices. So instead of just having brand values, it should have brand beliefs, as this will create a stronger emotional connection with its customers. It should aim to go beyond having a logo, but rather a set of distinguishable icons and the brand’s points of sale needs to be somewhere that connects with its customers and becomes something of a pantheon among other retail outlets. Similarly the customer segmentation should have role reversal, so the customers want to buy their products. Luxury brands should instead of actively promoting their advantages over their competitors, never push the customers into buying their products, thereby offering mystique and letting the customers make the value creation. Lastly, a true luxury brand not only offers products but rather a way of life, allowing them to branch out over several product categories, into every aspect of their customer’s
The Ritz-Carlton Hotel Company has achieved so much fame in their marketplace that they have attained what is referred to as “The Ritz Mystique.” Among the grand hotels of the world, The Ritz-Carlton hotels and resorts are famous for luxury, spectacular surroundings and legendary service. They have gained this title with dedication and award-winning hotels that reflect the 100 years of tradition that stand behind them. Discovering the fascinating history of Ritz-Carlton hotels, illustrates their commitment on relentless training to improve their quality in service and their strategy. Ritz-Carlton has achieved a Gold Standard of value and philosophy by which they operate.
Thanks to these factors, pricing becomes one of the primary uses with which hotels attract customers. However, due to customers’ independent nature, there influence over industry players is limited. In the high-end segment of hotels, price influence becomes even less as hotels find it easier to differentiate themselves from the competition and customers become less price sensitive coming to expect higher prices as a symbolism of superior quality and services. Lastly, corporate business and tour operators can exert more influence due to their large purchases but this affect is of a limited nature and does not extend across the whole
The Hotel industry has become very important in the past years due to immense traveling and growth of international business. Hotel industry not only plays an important role in the life of people but as well as the economy of the country. Development and advancement in the Hotel industry have rapidly been taking place and especially since the rapid change in technology, it is very important for hotels to be promptly keeping up to date. When the hotel industry is spoken of, there are many famous hotels but one hotel company that has been outstanding in growth and other aspects of business, like in Leadership, Teamwork (Employee turnover), Motivation (Customer retention and satisfaction, Goals and objectives, (changing the way hotel business has worked), and Change within the company; structurally inside and physically outside, adding elements, like entertainment, gaming, and outdoor activities, is the Hilton Hotel Company.
-the company became known for its ability to enhance a property’s value by creating unique, one of a kind properties with a small ultra-luxury residential style that differentiated it from other chain-like luxury competitors. Competitors include 2 groups of luxury hotels: corporate branded (Ritz-Carlton and Four Season) and “collections” of individually branded unique hotels (Orient-Express).
“Despite worldwide softness in the sale of luxury goods, LVMH has cemented its position as the world’s largest and most profitable player in the category. To stay there it must keep its customers loyal and its brand strong and find new markets worldwide” (Hazlett C. 2004). That is why in its mission they state to represent the most refined qualities of Western “ art de vivre” all around the world. Their objective is to be the leader in the luxury market, continuing to transmit elegance and creativity. This poses some major challenges, the main one is to keep being the leader in the luxury market through a sustainable growth. The main problem to achieve it is the high dependency on three main countries, France, Japan and USA. This becomes a threat because if there is an economic downturn in one country it affects LVMH directly that is why.
Problem situation: Rosewood brand was muted, not very well known but it was not clear what is the best corporate branding strategy without destroying the value of each individually branded hotel and loosing a customer. A new branding strategy proposing an increased customer profitability and lifetime value is needed.
In other word, it means that they are marketing services rather than goods. For example, a hotel will want to give a relaxing and fun atmosphere for the customers and inspires those same feelings in the consumer. Because the hospitality industry is mostly made up of tourism and other experiential services, a consistent brand identity is also very important. Marketers want to ensure that brand recognition exists so that customers will repeat to use their services. Repeat customers can create a greater revenue, which mean marketing strategy is necessary to consider about maintaining the relationships with the old customers while seeking out new customers as well (Hussung, 2016). Therefore, with the special characteristics of tourism products, the role of marketing in tourism industry compared with other industries is more important and implementation of marketing tools for a country is considerable. To illustrate, marketing can offer some information about the specific place to encourage the tourists to visit their destination (Laimer & Juergen, 2009). Thus, tourism revenue and international income can be increase by good planning and administration of marketing