3.1 Product and Services
Shangri-La was founded in 1971 by Malaysian billionaire which is Khoon Ean Kuok. Shangri-La initiated with their first deluxe hotel in Singapore. Today, Hong Kong based Shangri-La Hotels and Resort is Asia Pacific’s leading luxury hotel group. With 80 hotels and resorts throughout Asia Pacific, North America, the Middle East, and Europe, the Shangri-La group has a room inventory of over 32000.
Figure: The Shangri-La Kuala Lumpur with the Petronas Towers behind.
Shangri-La Kuala Lumpur is an award-winning 5-star luxury hotel. It is located in Jalan Sultan Ismail, Kuala Lumpur, Malaysia. It is managed by Shangri-La Hotels and Resorts. The hotel provided 662 rooms and suites for the traveler. The hotel also provided a
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Defender strategy can expert at producing narrowly defined services. It also strives to present a better customer service. It natured industry with a well-defined service. It has the expertise and aptitude to offer a better quality in its services.
Shangri-La employs growth strategy as its grand strategy. Shangri-La improves and expands its existing services to attract more customers. Shangri-La strives to improve their customer services. Shangri-La also acquired similar or complimentary businesses.
Shangri-La identified as targeting narrow market because it aims the upper middle and upper class people with high income. To fulfil the needs of those who prefer and demand luxury and standards services. Only focus their markets on Asia countries.
Shangri-La offers superior and unique value. Offers services that meet specific tastes of niche customer. Shangri-La also provide world class Asian standards of hospitality and services. It focus on guest recognition and offer three different level of membership. Each and every Shangri-La Hotel in different countries are unique and different from each other. It also offers higher room rates. 3.5 Implementation
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In 1971, Shangri-La Hotel was opened on Singapore under the management of Western International Hotels. In 1979, Kuok Hotels is formed to manage three properties which are Golden Sands Resort, Penang, Shangri-La’s Rasa Sayang Resort and Spa, Penang, Malaysia, and The Fijian, Yanuca Island, Fiji. In 1982, Shangri-La International Hotel Management Ltd is established. In 1984,Shangri-La International Hotel Management Ltd assumes management of Shangri-La Hotel, Singapore and the first hotel in China opens in Hangzhou. In 1986, The first Shang-La hotel in Thailand, Shangri-La Hotel, Bangkok. In 1989, the First Traders hotel opens in Beijing. In 1991, Shangri-La International Hotel Management Ltd assumes management of all owned properties. In 1992, Edsa Shangri-La, Manila was founded in Philippines. In 1993, Shangri-La Asia Limited goes public. In 1994, Shangri-La enters Indonesia with Shangri-La Hotel, Jakarta. In 1997, Golden Circle guest loyalty programme is introduced and The Shangri-La Asia Limited buys Shangri-La International Hotel Management Ltd. In 2003, Shangri-La Hotel, Sydney was founded in Australia and Shangri-La also enters the Middle Eastern market with Shangri-La Hotel, Dubai. In 2004, Shangri-La Academy opens near Beijing. In 2005, First CHI, The Spa was opened in Bangkok, Thailand and Shangri-La enters India with Shangri-La’s Eros Hotel, New Delhi. In 2009, Shangri-La enters North America with Shangri-La Hotel, Vancouver and
In Bangkok, Thailand, a group of financial investors invested in a hotel called The Regency Grand Hotel. This hotel is the most cherished hotel in town, where the employees and guests enjoy spending time at this five-star hotel. This place hosts approximate 700 employees that give fantastic benefits, year-end bonuses and ensures job security.
Owned by Macquarie Leisure Trust Group, it serves local, interstate as well as overseas visitors, with the slogan 'So Many Worlds In One'. Dreamworld is located in Coomera, Gold Coast in Queensland.
The Four Seasons Hotels is a Canadian based company that was started in 1960 by Isadore Sharp, the current chairman and CEO. The first hotel was actually a motor hotel in downtown Toronto.
According to Porter (1985) a company can apply three generic types of strategies to protect itself while competitive force is a key issue of the management. To achieve this position a strategy based on competency must be accomplished
Another strategy is Being defensive ; Defensive strategies are relatively close to Differentiation & Cost leadership . This method helps in keeping all the advantages in one place once they are attained . This strategy is considered as an actual one as it limit competitors ability to offer a business opposition .
Hilton Hotels Corporation – Hilton was founded in 1946 and headquartered in Beverly Hills, California. It has 2,838 hotels worldwide under the brands Conrad, Doubletree, Embassy Suites etc. HTL operates upscale full-service and limited service hotels in urban, airport, resort and suburban locations. It ranks third in the number of employees (105,000) and revenues ($8.6 billion) but second in net income of $552 million.
Hilton was established nearly 100 years ago in Cisco, Texas (USA) in 1919 by Conrad Hilton and has since continued to grow and remained a leader in the hotel industry. Hilton has expanded its hotel family brand in 1997 by acquiring the Promus Corporation which added the Doubletree, Embassy Suites, Hampton Inn and Homewood Suites (Hilton, n.d.). Hiltons Brand, now either through direct ownership, or franchises is
As mentioned earlier in Chapter 1, China Lodging Group is a multi-brand hotel group which as per now manages seven hotels with each having a specific target of customers. These Hotels are Hi Inn, Han Ting Hotel, Elan Hotel, Star-way Hotel, JI Hotel, Manxin Hotel, and Joya Hotel. Its mission statement is to create great brands of hotels that guests love. The group predicts to be owning over a quarter of the hotel market share in the next five years to come. The two major objectives that the company has set for the next five years to ensure that they attain their goal is to build one large five-star hotel in the heart of China Capital’s serene outskirts and to ensure that they hire enough
The report focused particularly on the following hotel chain Hilton Worldwide. Hilton legacy began in 1925, it was founded by Conrad N. Hilton. The first hotel was built in Texas and had 40 rooms; today Hilton is one of the most respected brands in the world. The company owns, manages or franchises a hotel group of some of the most famous and highly regarded hospitality brands worldwide, including Hilton, Conrad Hotels & Resorts, Double Tree by Hilton, Embassy Suites Hotels, Hampton, Hilton Grant Vacations, Homewood Suites by Hilton and the Waldorf Astoria Hotels & Resorts. With 4000 hotels and 650,000 rooms in 90 countries Hilton Worldwide is one of the world’s leading hotel. (Hilton Worldwide, 2013)
At Ritz-Carlton, electronic databases are used to track guest’s preferences and tastes enabling them to provide express check-in for their regular guests. Legal and political conditions, such as war or political strife between countries, limit international travel which can have a detrimental impact on international locations. In addition to these extreme circumstances, legal restrictions, such as zoning restrictions, may force Ritz to limit the height or size of their hotels in certain regions. Specific international events, such as the current economic recession, have had major impacts on the demand for luxury accommodations. Lastly demographics play a role in site location for a luxury hotel. The population surrounding a hotel can often dictate the type and amount of clientele the hotel will receive. (Exhibit 1)
Roaring Dragon Hotel was a state owned enterprise (SOE) and one of the original 3-star hotels in South-West China
The hotels that we are writing about are The Ritz Carlton Singapore, the Intercontinental Singapore Hotel and the Marriott Singapore. Our main hotel will be the Ritz Carlton Singapore. We chose the hotels as they pose as prominent hotels in Singapore and they are also known overseas as well. Although they are quite similar, there are also several differences that can be seen as well. They are also very distinct in branding, and value their brands very highly. All three hotels boast amenities and services that will cater to a majority of their customers. As well as an experience that they believe we will value as customers.
These include: offering special parking rates, special rates for catering functions or conference room rental, and sometimes providing benefits to the conventions coordinators. Some of the benefits Hyatt has offered in the past to coordinators to persuade them to choose Hyatt for their groups have been things like complimentary suites, vouchers for meals, and deals for future stays. The Hyatt Regency has many repeat groups who attend the same convention every year at the hotel.
Shangri-La, being a 5-star hotel is classified under the luxury scale. As deduced from table 4 (appendix B), luxury hotels have seen 9.8% increase in average occupancy rate from 2009 and the revenue per room saw an increase in 21.3%.
“Best Resort Hotel in Asia-Pacific” 2002 “Seychelles’ Best Resort” & “Seychelles’ Best Spa” 2003 “Best Hotel for Room” 2006 “Best Hotel