Modern High Flying Marketing Strategies Essay

The hotel industry is a labor-intensive service industry dependent on the availability of high-quality employees to deliver, operate and manage tourism for its survival and competitive advantage (Amoah & Baum, 1997). The tourism industry is one of the most essential area in coming years. It has the opportunity for a rapid growth. The needs of the hotels are also increasing and it has the potential to provide employment to many people around the world. It is also observed and researched the there is a need of qualified and educated staff. They should be more skill full and aware of new trends and demands of the industry. They should have sufficient knowledge to satisfy the needs of

As we discussed in class, every business is faced with these issues and they are important to managers making strategic decisions. One of the first things learned about business is that if there is no demand for a good or service, the firm that provides it will not continue to exist. Over time the hotel industry has continued to change with market conditions and make itself attractive to business

The corporate branding strategy will create a sort of umbrella under which all the properties of the company will fall, thus sharing the same quality level in the customer’s perception. Moreover a strong corporate brand will ease the company identification and potentially increase the number of new guests through word of mouth, thus enabling the company to gain a bigger market share. Nevertheless the implementation of such a strategy will necessarily involve big costs and a structural change in the organization. Its culture, the way in which advertising is done, the facilities and supplies in each resorts, the way in which management operates will have to be adapted to the new branding strategy. Furthermore undertaking this action may let down some valuable customers who are particularly affectionate to a resort and may be afraid that it will lose its unique and individual features. Plus it might also disappoint some skilled hotel managers which may feel threatened in their autonomy and potentially leave the company. Retraining the whole body of employees to adapt to the new strategy may be expensive and time consuming as well.

The paper presents the comparison of two Canadian hotels namely the four season hotels and Fairmont hotels. The first section of the paper demonstrates historical developments of both hotels and management growth of these hotels. The Four Season Hotels was based on implicit philosophy. However, with the time Issy Sharp realized that the culture should be based on explicit operational philosophy. The second section of the paper presents that how social and economic forces contributed to the growth of these hotels. Fairmont took the financial crisis as an opportunity and invested immensely in expanding the operation. The hotel availed the advantage of decreased land prices. The comparison between the amenities and services has been presented, and ownership has been discussed in the third section of the paper. However, the conclusion section presents the opportunities on which these hotels can grow and build competitive advantage.

With the development of tourism, hotel industry competes sharply.A hotel using the different strategy to increase their competitive advantage.Cliff Bowman advance a theory which is Strategy clock, is a tool to analysis enterprise's strategic choice with 8 different type of competitive strategy options including 'No fills', Low price, Hybrid, Differentiation, Focused differentiation, increased price with standard value, increased price with low value and low value with standard price.In the price based strategy( 'No fills', Low price etc) is the most common strategy used in the hotel industry.A low-price strategy reflects to seek to achieve a lower price than competitors whilst trying to maintain similar perceived product or service benefits to those offered by competitors.(Johnson & Scholes, 2008)'No frills' means combine a low price, low perceive product or service benefits and focus on the price-sensitive market segment. Nowadays, there have a lot of argument and discussion about the impact of price-based strategy.In this essay will explain two side arguments of price-based strategy which including pros and cons, needs and risk, also my opinions.

(Touryalai, 2015)The competitors in the market come from the large and small hotel competition, including self-supporting hotel; the market in various modes of fragmentation, and about 800 million rooms is the franchise mode to operate, which occupy the 45% of the capacity of the market, and intercontinental hotels occupy the franchise market share with 3% of the market share of 8%. Although the proportion of franchise market share in the number of rooms only 45%, but in the past few years, the average annual growth rate of franchise mode is about 3.8 percent. Its growth rate of the number of rooms’ speed is 2 times. (Fox, 2015)This means a client to begin a preference gradually franchise the right to operate the business model, that is, brand oriented. Inter Continental Hotel is undoubtedly one of the biggest beneficiaries in this process. In addition, we can not ignore a chain effect is in the changing process of the market structure, self-supporting hotel owners awareness to them in the inferior position in the competition, so they began to give self-supporting Hotel similar to intercontinental hotel that specializes in providing management services to the company management, which undoubtedly increases the competitiveness of Inter Continental

Hospitality and Tourism (H&T) industry play a significant role in the global economy due to many countries are increasing open up their borders to join the wave of global integration and the development of the hospitality and tourism industry has become a source of substantial foreign exchange revenues for the economies (Giap, Gopalan, & Ye, 2016). Hospitality and Tourism industry is a vast group of businesses that provide services to customers. By proving this kind of service, hospitality and tourism industry should focused on the satisfaction of customers and also providing the specific experiences for customers. Thus, hospitality and tourism industry is unique because it relies heavily on the discretionary income and free time.

This assignment concentrates on both the HotelInvest and HotelServices side of the Accor Group and and different analysis on the role of market auditing and and market planning.

Travel and tourism marketing are often categorized into several categories that are mainly related to public and private tourism marketing, national and international, demand and supply (Camison, 2000). Also, marketing plays a crucial role in the tourism industry due to its influence on behavior, attitude, and psychology of consumers that can positively affect the various phases of the entire decision-making process (Wynne et al., 2001). In fact, according to Wirtz and Mattila (2004), consumer behavior is considered as one of the most crucial issues of the tourism marketing due to the changed economic and social environment. Customers choose hotels and other hospitality destination for several reasons, such as available budget, facilities, quality of product offered and other factors. Consequently, manager and marketers need to identify those factors that enhance their opportunity to be chosen by customers in a market that offers a wide number of similar competitors.

Presently the importance of brand loyalty in context of the hotel industry has become a debated issue. In the hospitality sector, various researchers and scholars have represented different perspective regarding brand loyalty. This paper will focus on critical analysis of the article “Hotel Brand Strategy”. This paper will provide an insight to the implicit and explicit assumptions made by the authors of the article. Moreover, relevant evidences have been provided in order to support the fact that these assumptions have been presented by the authors. Additionally, this paper emphasizes on analyzing the logic behind the assumption in order to scrutinize the strength of the logics. The principal focus on this paper is to critically analyze the agreement and contradictions regarding the assumptions made in the article “Hotel Brand Strategy”.

These points are more like inferences and these assumptions are useful to study the different and assorted elements of hotel industry that are fundamental for the ultimate development.

The hotel chain when entered in the Indian market already had big competitors who had gained their market share and customer base, so it became difficult to attract customers for the first hotel. (Cunill, 2006) The organisation then started focusing on Market Penetration schemes to acquire the rival’s customers by providing the same services at a lower price than competitors. This chain has attracted many customers through providing high quality services and having hotels in developed areas with customer satisfaction in mind. The organisation uses the Three Pronged Strategy which focuses on generate more usage, generate new users and generate new uses for the business. (Hill and

Service is the most important aspect when it comes to handling a hotel. A hotel’s main objective is to provide the best service and tend to all of the guests’ needs and requirements. If there is no service then there would be no business. When running a business, the costumer is always placed first. Poor services can results in a complaint from a guest. But that complaint can be used to better the business in the future.

In historical terms, tourism activity is a relatively new development and only recently has it been considered worthy of serious business Endeavour or academic study. However, the tourism industry is of sufficient economies importance and its impact upon economies, environments and societies is significant enough for the subject of tourism to deserve academic consideration. There is no doubt in our minds that tourism is a subject area or domain of the study, but that at the moment it lacks the level of theoretical underpinning that would

Luxury industry became a commodity for some customer. In order to achieve the customer satisfaction, most hotels tiring there best to serve their customer need. In this report we have two hotels which are the Four Seasons Hotel and Mandarin Oriental hotel. Each one of them provide a high quality services including luxury rooms, luxury food, a business man need and organizing the wedding occasions. Before that,