INTRODUCTION Mandarin Oriental Hotel Group is a luxury hotel line which owns and manages hotels and residences (linkedin.com, n.d.). They currently have 45 hotels and 15 residences and are steadily continuing to grow (Mandarinoriental.com, n.d.). Excellent quality and service are absolutely essential; Mandarin Oriental’s states, “Our mission is to completely delight and satisfy our guests. We are committed to making a difference every day; continually getting better to keep us the best” (Mandarinoriental.com, n.d.). Mandarin Oriental has been awarded top accolades by such prestigious groups as the Forbes Travel Guide and the American Automobile Association (AAA) (Mandarinoriental.com, n.d.); this upholds its goal to be known as the top of …show more content…
The Group has properties in Asia, Africa, Middle East, Europe, and America. There are roughly more than 10,000 employees working for Mandarin Oriental (linkedin.com, n.d.). MARKETING Mandarin Oriental has a large comprehensive website that includes information for stakeholders, guests, and others, with hyperlinks to each of its properties and residences. Social media presences are on Facebook, Twitter, Instagram, YouTube, Pinterest, and a Chinese social media site called Sina Weibo (Mandarinoriental.com, n.d.). Mandarin Oriental has partnered with eighteen different airline frequent flyer programs to offer points. One airline, British Airways Executive Club offers upgrades at the hotel (Mandarinoriental.com, n.d.). There are many celebrity endorsements: Lucy Liu, Morgan Freeman, Kevin Spacey, Christian Louboutin, Sigourney Weaver, Michelle Yeoh, Jane Seymour, and many others are “fans” of Mandarin Oriental (Mandarinoriental.com, n.d.). CORPORATE SOCIAL …show more content…
Who is the hotel’s target market and what services do they use to attract and satisfy this market? The company’s target market appears to cater to every type of person in the luxury sector. This is reflected with its high class amenities, such as the Michelin restaurants and spas. The Mandarin Oriental International Limited Annual Report 2014 outlined that the leisure travellers have had higher demand recently over business travellers, as well as, “…higher spending leisure customers now making up close to 50% of the Group’s room nights” (Photos.mandarinoriental.com, 2014). 2. What are the hotel company’s plans for development? In an effort to expand, the corporation has acquired properties that they will convert to Mandarin Oriental’s brand and standards. The company is looking to develop further and has planned or is planning on acquiring buildings from other hotels such as the Hotel Ritz Madrid in Spain (Winston Nicklin, 2015). They have also sold some of their hotels, such as their location in San Francisco to Loews Hotels and Resorts (King, 2015). The Mandarin Oriental Group is discerning on where they will build or acquire properties, especially from a financial standpoint (Photos.mandarinoriental.com, n.d.). Though they are continually expanding, the Mandarin Oriental Group strives to keep its Asian influences. (Mandarinoriental.com,
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.
In every organization, suppliers are one of the most important stakeholders, especially for these hospitality organizations because they require their products and raw materials regularly. Hilton has good location situated in the United States while InterContinental location is situated in the United Kingdom. These are countries where getting the suppliers is not difficult because there are a lot of suppliers who are operating in different countries and are ready to supply the companies with as much products as they want. Because of this reason, these two companies have very lower get power from the suppliers. This is an effective sign for these companies.
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 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).
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).
According to the NY Times (2016:online) ‘Chinese market account for almost the half of the global luxury market, providing a high demand of goods in different segments’. (http://www.nytimes.com/2016/04/05/fashion/china-luxury-goods-retail.html). Younger and more sophisticated generation of shoppers are emerging in Asia looking for new aspirations and creating a new target market for luxury goods. The consumption has gone beyond the logo items (which can affect many brands), these new consumers look for a lifestyle and quality – it is not only purchasing anymore but about the
Technology has created a major impact on the way in which all organizations market their products and services. With the development of the internet, companies are now able to economically market themselves on a global level. Even smaller companies that were once not able to capture international business due to the cost factor can now do just that. The Washington Plaza Hotel is no exception. The hotel industry in DC relies heavily on tourism as a major part of its client base. Many of these tourists who visit the city are of foreign nationality. It is important that the Washington Plaza Hotel targets these people when marketing the company. Not only do they target the tourist but they also target the international business travelers that come to the city on business related trips. The hotel's website, which gives detailed information about the hotel's accommodations and services, can be accessed by potential customers all over the world. In addition, the Washington Plaza Hotel has teamed up with such web-based travel services like Orbitz, Expedia, Travelocity, Etc. in order to capture more of the global market. Before the existence of the internet, the global market was not easily reachable. Technology has the greatest affect on marketing for many organizations and certainly for the Washington Plaza Hotel as well as the hospitality industry itself.
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.
Founded in 1919, Hilton Worldwide has remained a beacon of innovation, quality, and success. What Hilton Worldwide calls their mission statement imposes its worldwide high status: “We will be the preeminent global hospitality company - the first choice of guests, team members and owners alike.” Fierce competition, however, does currently exist among hotel corporations within the market. Marriott International, Hilton’s main competitor, currently stands as the third-ranked world leader within the industry (according to hospitalitynet.org), coming in after Hilton. Other competition faced by Hilton comes from Wyndham Worldwide, Starwood Hotels and Resorts, and Best Western, to name a few. Affiliated with ten different hotel brands, Hilton Worldwide provides its guests with the advantage of choosing from any one of their 4,000 operating hotels located throughout 90 different countries. This has evidently contributed to Hilton Worldwide becoming one of the top leaders (ranked second to be exact) in the hospitality industry, despite their competition. The vision of Hilton Worldwide is “to fill the earth with the light and warmth of hospitality.” As the modern luxury hotel, Hilton has created a prestigious heritage with a modern attitude. The values of Hilton Hotels are stated uniquely, giving one value to each letter that constitutes the word for the hotel brand. “H” stands for Hospitality– “We are passionate about delivering exceptional guest experiences”; “I” stands for Integrity– “We do the right thing, all the time”; “L” stands for Leadership– “We are leaders in our industry and in our communities”; “T” stands for Teamwork– “We are team players in everything we do”; “O” stands for Ownership– “We are the owners of our actions and dec...
In 1919, Company founder, Conrad Hilton, purchased his first hotel in Cisco, Texas. Since that time, Hilton Worldwide has become a worldwide operator, franchisor, and licensor of hotels and timeshare properties in more than 91 countries. In nearly 100 years of existence, the Company now finds itself as one of the largest and fastest growing hospitality companies with over 4,115 properties and 678,630 rooms. With a commitment to high quality and customer satisfaction, the company has established a portfolio of 10 world-class brands including the most recognizable hotel brand in the world, the company’s flagship full-service Hilton Hotels & Resorts brand. Its premier brand portfolio includes the luxury hotel brands, Waldorf Astoria Hotels & Resorts and Conrad Hotels & Resorts, full-service hotel brands, DoubleTree by Hilton and Embassy Suites Hotels, focus-based hotel brands, Hilton Garden Inn, Hampton Inn, Homewood Suites by Hilton and Home2 Suites by Hilton, and the company’s timeshare brand, Hilton Grand Vacations. Hilton operated properties are staffed with more the 314,000 team members focused on providing a complete experience at each location. The company’s award-wining customer program, Hilton Honors, defined rewards programs in the industry and now has over 40 million members (Hilton Worldwide).
“One of the most distinct reward schemes utilized at Hilton hotel is the “Spirit to Serve”. Hilton’s most vital concern is the employees and is considered as the most vital principle in the hotel. Employees always search for an environment where they can adjust themselves better, satisfy their mind and soul and personal development. Hilton offers a home like atmosphere and pleasant working environment to their colleagues thus holding a reputation of employee caring, dependable associates which are not only ethical in their jobs but trustworthy.
Moreover, the InterContinental Hotels & Resorts is considered the first international hotel brand in the world, as it began operations in the year 1946 (About InterContinental Hotels Group Brands, 2015). Over time the hotel group has evolved to encompass quality hotel rooms not only in North America, but in Central and South America, Europe, the Middle East, Africa, Australia, and Asia-Pacific (IHG – InterContinental Hotels Group, 2015). In addition, they have acquired extended stay facilities and the Hualuxe Hotels & Resorts, which specifically “celebrates the essence of Chinese hospitality” (About InterContinental Hotels Group Brands, 2015). In my opinion, this shows that their target market has changed by expanding their scope of travel, which means they are traveling to farther and farther locations and require the familiar surroundings with equivalent product quality at the final destination. The InterContinental Hotels Group is in the fourth and final stage of the product life cycle, which is the decline stage (Editorial Board, 2014, p. 212). Indeed, the brands lengthy history indicates it has loyal customers, but its addition of innovations indicates the targeting of new customers for the organization, which are clear signs of a business in the decline stage of the product life cycle (Editorial Board, 2014, p.
Resorts,. Mandarin Oriental’s overall corporate quality goal is to achieve a. level of excellence that sets the group apart from all of its competitors in the eyes of customers, investors, and staff. In order to achieve this level of excellence it strives for total customer. satisfaction in its service delivery, and to consistently be a leader. in the industry in terms of profitability and the creation of a rewarding working environment for all of its staff.
The top leading hotel bees are the Hilton, Choice Hotels, the Best Western, Accor and the Marriott. They all strive to offer luxurious, accommodating environments, which puts a struggle on the economy. Due to the various splurges and lavish venue spaces required, an increase in real asset prices has been the result. Intense capital has been the solution for many of the hotel chains, to be able to acquire the necessary properties.
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.