Table of Contents
Introduction 2 1. Marketing objectives of the research 2 2. Information require to fulfil the marketing objectives 3 3. Considerations in the Research Process 7 3.1 The Research Approach and Methodology 8 3.2 Questionnaire Design 8 3.3 Customer Target and Sample 9 3.4 Data Collection Approach and Response Rates 10 3.5 Data Processing 10 Conclusion 11 Appendix 12 References 15
Introduction
The hotel industry is one of the most prolific industries in Australia due to its presence in society and, the impact it has on the nation’s economy. Advances in technology since the end of the 20th Century have allowed the service market of a hotel to develop rapidly (Hilton Melbourne South Wharf
…show more content…
The lack of knowledge disrupts an organization to achieve its goal. One method for deriving this information gap is known as "gap analysis".
In the case of the Melbourne Hilton Hotel gap analysis; these are the following areas of service that will be observed in order to improve the company’s reputation and leading to a greater market share: * Front office experience * Business and leisure facilities * Food and beverage service * Accessibility * Room and housekeeping service
Essentially, the marketing manager will seek to understand how a competitive advantage may be gained over other competitors (Lemon et al 2002). Figure 1 shows that Hilton Hotel Corporation is one of the leading hotels in the world. Nevertheless, as a newer hotel in Melbourne, Hilton is facing some serious challenges from competitors such as Grand Hyatt Melbourne and Sheraton Melbourne. Grand Hyatt Melbourne has completed its four year refurbishment project. Meanwhile, Sheraton Melbourne Hotel will launch a new full service as part of a 2013 development, combining hotel services with up-market residences and boutique retail (Melbourne Planner’s Guide 2011-2012, 2011). It is critical for Melbourne Hilton Hotel to understand visitors’ wants in order to satisfy visitors. In addition, Melbourne Hilton Hotel needs to have a good understanding of the competition in
Tourism is one of the most international industries. Globalisation is the gradual forging of links between groups and societies until they finally reach around the globe in several directions (Smith, D,2006). Globalization is one of the serious challenges facing managers today. It is critical to develop services that are able to satisfy a highly diverse customer base (Ueltschy et al., 2007) Now to keep up with the rising levels of globalization in the hotel industry, there’s a need to understand not only the positive, but also the negative impacts of globalisation. I’ll also talk about the growth and rise of one of the most respected brands in the hospitality industry - the Hilton Hotels. Throughout the evolution of this famous organization, the Hilton has
The hotel industry is a very hard industry to enter into, due to one of the biggest obstacles, which is brand recognition. Right now there are a few large hotel chains that make a large footprint in the market. It is hard for a new entrant to come into the industry and compete with these large hotel chains without bringing something new to the table. Many large chains in the industry dominate the industry due to economies of scale due to franchising.
• Evaluating all current and future purchasing policies and practices across the brands to ensure that the range of products placed in hotels not only enhance the guest experience but drive value for owners while supporting the company's overall
A brief introduction to hospitality industry can be given as, A service industry which includes many other industries in it like hotels, restaurants, lodges, resorts, tourism, etc. It also includes services like medical services and advisory service. This is a broadly profitable industry, spread all around the world and the profit in this industry is not steady at all, in compression to manufacturing industries. The hospitality industries
In my analysis of the structure of the current scales, scope and diversity that surrounding hospitality industry, I believe that the hospitality is one of the largest and fastest growing industries in the world. Therefore, the current scales indicates that, in the UK alone there are about 45,000 guest houses and hotels, while the hotel business stays an important area of the economy, with nearly £40 billion of an annual turnover (Kotler, et al., 2013). The current scales also indicates that the hospitality industry have around 127,000 properties and with staffs around 1.6 million people and diverse industry.
With the development of social, also hospitality industry also have large change. Middleton and Lickorish (2007, p70) described UK’s hotel in the 19 century, unlicensed hotels and guesthouses, mainly built and offering less than ten letting bedrooms, they are provided all commercial accommodation in the resorts. The hospitality industry was poor, according to Middleton and Lickorish
Hotels were made popular around Perth region. Most were designed for the purpose of travelers or tourists accommodations, while others were for business concerns; though some preferred both. Regardless of the type of purpose, their establishment is for the sake of everyone who needs to be entertained. However, the preference of guests to choose a suitable hotel depends on its industry profile. They usually consider factors like price, services provided and accessibility to name the few. This essay will introduce and propose Pan Pacific Perth hotel by discussing its industry profile. Essentially, the discussion starts with how it was established, what are its features and probably would end to convince anyone why to choose Pan Pacific Perth hotel.
The hotels & motels industry value consists of all revenues generated by hotels, motels and other accommodation providers through the provision of accommodation and foodservice. The value does not include any revenues generated through other interests, such as casinos, shops and telecommunication services. The industry is segmented according to the origin of the revenues (domestic consumers, domestic business and international business & consumers). Any currency conversions included within this report have been calculated using constant 2009 annual average exchange rates. For the purposes of this report, the global market consists of North America, South America, Western Europe, Eastern Europe, and Asia-Pacific. North America consists of Canada, Mexico, and the United States. South America comprises Argentina, Brazil, Chile, Colombia, and
Author Title Year Language Pages Name of Supervisor Maarit Karppinen Strategic Marketing Plan for a Hotel 2011 English 59 + 2 Appendices Peter Smeds
Singapore’s tourism board has optimistic expectations of high volume of tourist arrivals, with 15 million visitors to Singapore on average per year (Hotel Industry Background, 2010). A calculation made on the projected number of hotel beds in year 2000 showed that the country could accommodate up to 16 million visitors. Singapore has been a priority location for hotel conglomerates to set up headquarters to develop new products and concepts for Asian markets.The nation is well-equipped to assist expansion and grooming Hospitality and Tourism talents for the region. Hotel guests have raised expectations by looking for holistic experiences. Hospitality companies use Singapore as a training ground to develop
Tourism is a key player in the development of any nation because of the revenue that the industry accrues as well as the exchange of social and political ideologies between the tourists and the populace. As such, tourism in the Queensland has been a major player in the economic, social and political development of the nation (Schaffer 2010). The tourism industry has set up measures to meet the increasing and sophisticated needs of tourists in all tourism sectors through identification of niche markets then developed best tourism products for such markets (Hayes 2010). This paper therefore identifies a tourism sector in the Queensland hospitality industry and explores the market coverage, challenges and solutions that
However, there are many contemporary issues that actually are connected with the service and function of hotels which is the subject of this research. There are clear-cut theories as well as implied theories related to the present-day questions on the topic of operation of hotel industry (Torres & Kline, 2006).
The modern world is changing so quickly with advances in technology and the the environment that many hotels have no choice but to change with
Evidence- The author has provided the evidence in the form of Ganco and Agarwal, 2009 to support this assumption. It is essential for every new firm to have particular experience in specific field which help them to survive and compete with other rivalry in the market.