The International Hotel Essay

1254 Words Sep 13th, 2011 6 Pages
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Case Study

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Brief Description of the Organisation – The International Hotel Group

The International Hotel Group

The International Hotel Group started business with two small boutique style hotels in Melbourne, Australia. Over a period of 15 years it has grown to now comprise a chain of 20 hotels across 5 different countries in the Australasian region. This growth was a result of an acquisition of a small hotel chain and establishment of some new properties, mainly in Australia. The group employs cultural specialists and prides itself on its multicultural expertise that assists with its success in welcoming guests from all regions
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As part of their acquisition of existing hotel chains they have had to deal with public outrage about a possible environmental threat. One hotel that was purchased within a chain is positioned on the edge of a rainforest. The forest provides a stunning backdrop to the hotel and the group had plans to expand the hotel by building cabins in the forest. This would have been a wonderful place to launch the new conference feature but the ‘Project’ Rainforest’ has been very controversial with local environmentalists and is still not resolved. The new Director will have to deal with this issue prior to the launch.

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Key Organisational Goals

The key organisational goals for the next five years are to:

1. Increase the number of properties by 15% over the next 5 years 2. Break into new markets e.g. new international regions 3. Expand into the larger hotel market 4. Maintain quality service reputation during expansion 5. Attract & retain high quality, experienced staff 6. Ensure all facilities are maintained to world class standards 7. Provide a unique hotel experience for all guests

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Marketing Objectives 1. The Hotel Group will focus on growing their reputation for quality service and improving whole ‘hotel experience’ for the customer 2. The Hotel Group will have demonstrated recognition as the specialist in the boutique hotel