Strategic Management for Tourism and Hospitality Business: The Luxe Manor Hotel in Hong Kong
Background of the Company
The Luxe Manor was established in 2006 that shows the eclectic mix of the Oriental, Post-modern and European décor that help to create and provide weary travelers with the refreshingly out of ordinary experience. The hotel is the intriguing celebration of the abstract and unreal that had been designed by (The Luxe Manor, 2008). It is located at 39 Kimberley Road, Tsim Sha Tsui Kowloon, Hong Kong.
The Luxe Manor Hotel in Hong Kong is considered as one of the primary players of the hotel industry in the country, primarily in the sector of 5-star hotels.
Analysis of Internal Environment of The Luxe Manor Hotel
Strengths
One of the most important strengths of the hotel is their ability to know the demands, needs and desires of their customers, particularly the foreign tourists. This is important because the behavior of the consumer is important in different process of decision-making inside and out the company because it set as a basis for the different strategies that must be done and implement in order for a given company or organization to maintain its competitive advantage and position in the industry.
The hotel had been able to cater to the needs and demands of the Chinese tourists and the business travelers, two of the most important group of tourists in the country.
Primarily, the growing number of Chinese visitors to the country had affected the competition in the Hong Kong hotel industry. Competition is considered as a vital aspect of factors that influence the decision-making as well as the different policies and strategies, not only of the Luxe Manor Hotel but the entire hotel industry of the country. Due to the said growing competition, the hotel uses their state-of-the-art facilities and other technologies in order to offer their customers, primarily those business travelers the comfort that they are asking for, like different Internet services as well as Wi-Fi, that enables the visitors, mostly those that are using mobile devices to use the Internet anywhere inside the vicinity of the hotel. The hotel is also one of the leaders in terms of applying Internet technology in order to improve the facilities, particularly for those business travelers. This can be seen in the application of different updated technologies such as VoIP telephony, WiFi, business centre, Broadband Internet Access, AV Facilities and security key card systems (2008).
On the other hand, the hotel is also offering the other more important visitors, which are the growing number of Chinese tourists from mainland China that can be considered as price sensitive and they are spending less for hotel accommodation. The hotel is offering different packages that would cater to the limited budgets of possible visitors in the country.
On the other hand, the Internet created a great mean of marketing and customer relationship for the company. Furthermore, it had also helped the company to offer cheaper packages for the price sensitive customers or visitors.
Another important strength of the hotel is their ability to innovate and offer something new to their visitors. The said activity is important because the taste and preference of the tourists changes all the time. The hotel offers different themed suites that will complement to the characters of their visitors. This is due to the fact that the hotel is considered as a trend leader of the designer’s hotel in the country because of its artistic presentation that is blend with modern technologies.
Weaknesses
On the other hand, there are different reactions and comments in the Internet that focuses on the services, advertisements as well as facilities of the hotel.
One of the most important is the system that is being used in booking or monitoring the occupancy of the rooms, whether it is available or not. This is important because overbooking is considered as a mortal sin in the hotel service. This can be solved by installing real-time system that will handle the check-in and check-out of the customers, as well as maintain the number of rooms that are available.
Another thing is the relationship of the service staff towards the customers. There are different comments that shows that the hotel service provide poor as well as unprofessional and unfriendly service. This will affect the image of the company to possible customers or visitors that are searching information about the hotel in the Internet. This can be solved by applying intensive training that is supported by different human resource policies that will focus on the staff’s service and behavior towards the customers. As we all know, the relationship between the hotel staff and the customers is the most important aspect of the hotel, after the facilities.
Opportunities
An opportunity that must be considered is the Individual Traveling scheme of China, together with the improvement of the relationship of the country to the Mainland China. The said two factors are important because it will mean more visitors or tourists in the country, and eventually more visitors in the hotel. In general, the growing and improving tourism industry will be beneficial for the demand for more hotel rooms; therefore it will mean more profits for the company.
The application of the Internet is also another important aspect; this is due to the fact that it can help the overall operation of the hotel in terms of connection and communication with their customers. The website of the hotel enables their possible customers or visitors to know more about the company, thus it serves as a marketing strategy. The Internet also enables online booking and reservation that will lessen the effort of the customers as well as the staff.
The increasing number of the business travelers, due to the fact that Hong Kong is considered as one of the most important financial centers of the world is also an opportunity for the hotel. This is due to the fact that more business travels, meetings and transactions to the country will mean more possible customers or visitors for the hotel.
Above all, the increasing popularity of the amusement park industry of the country, primarily the Ocean Park and Disneyland can also add up to the demand for room and other accommodation services in the country.
Threats
Although the growing number of Chinese visitors from mainland China can be considered as an opportunity to the company, it can also be considered as one of the major threats. This is due to the fact that it can increase the overall price competition in the hotel industry of the country; therefore, in order to follow the flow and maintain the competitive advantage of the hotel, it will also lower its price in order to meet the growing demand of price-sensitive mainland Chinese. This will affect the quality of the rooms and services of the hotel due to the costs that are needed to spend in terms of renovating different rooms.
Furthermore, the poor relationship of the hotel staffs towards the customers can create negative feedback that will cause damage to the reputation and image of the hotel. Image is considered as one of the most important aspects in terms of marketing and customer relationship. Hong Kong is considered as one of the most important tourists destination of the world, as well as the most important global aviation hug, that is the reason why there are different companies and businesses that are taking advantage of the growing demand of the hotel industry in the market, if the Luxe Manor hotel in Hong Kong will continue their poor service and poor staffs’ connection to the customers, there is a big chance that their loyal customers will go for another service and accommodation of another hotel in the country.
Conclusion
The internal analysis shows that the main important aspects that must be considered by the management of the Luxe Manor hotel focuses on the customer relationship, services, human resource management as well as marketing. The hotel shows a great advantage in terms of the marketing and relationship to the possible customers or visitors by application of the Internet. Furthermore, in terms of service, the hotel also offers innovative services and products that will help to capture the attention of the visitors. This will serve as a great competitive advantage that will enable the hotel to stay to and maintain its position in the local and global market and industry.
On the other hand, there are also different factors that must be considered for improvement. Primarily is the human resource management of the hotel. The relationship of the hotel staffs and the visitors is important, that is why it will be applicable to plan and implement more training and meeting that will enable the staffs to understand their important role in positioning the hotel in the entire hotel industry.
Furthermore, the internal system must be decentralized in order to make sure that all of the data and information that are connected in the process of monitoring the real-time availability of rooms.
Credit:ivythesis.typepad.com
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