Managing Global Hospitality

Managing Global Hospitality

2007 Managing Global Hospitality

The importance of developing services for a company that deals with hospitality industry is obvious . This is because competition in the hospitality industry is so intense that only providers that can attract customers at appropriate ways can win the market . The situation drives corporations to place lots of advertising to influence customers

Television , urban areas , shopping centers , and corners of the streets for example , share similar characteristics that they are full of advertising and promotion at various forms such as billboards , running text

, large screens and many others

In marketing study , promotion becomes one factor of marketing strategy that influences salability of a product in addition to product , place and pricing . The mixture of the four components , which often refer to marketing mix , creates opportunity for marketers to design , create promote , and sell products creatively

In to describe how the services marketing strategies are applied in a real case , we use the pro of Tourism Hotels and Leisure Ltd , an Australian-based service company , and further analyze this company by using the M-S model . Concerning the issue , this has two objectives as following

Evaluating the structure , environment and issues that face international hospitality organizations (Tourism Hotels and Leisure Ltd

Using the non-participant observation method , this is to analyze product offering of service products by using Multi-Segment (M-S ) model on Tourism Hotels and Leisure Ltd

Tourism , Hotels and Leisure Limited is a global accommodation management company based in Sydney and listed on the Australian Stock Exchange since 1985 . There are several key business asset of the company , which are : proprietary hotel operating systems , intellectual properties , trade marks and management franchise agreements (`Golden Tulip Brands , 2005 .Currently , as the company keeps committing to two keys of corporate performances : risk diversification and growth strategy , the company faces several challenges from worldwide tourism and hotel chains companies

Risk Diversification of Tourism Hotels and Leisure Ltd

Currently , the company owned five hotel brands in Asia pacific , which are : Grand Pacific Suites resorts , Pacific International Suites Apartments Resorts Golden tulip Hotels , Inns Resorts , Plaza Hotels and Pensione Hotels . The company , together with its affiliates , has more that 435 hotels , in 370 locations across 43 countries in five continents . In Asia Pacific alone the company owned 53 hotels providing up to 4 ,200 rooms . In Australia , the company recently purchased the Plaza hotels consist of a group of 30 hotels in mid market category (`THL , 2005

In hospitality industry , the major risk is to lose customers and cause low occupancy rate , therefore , in performing risk diversification Tourism Hotels and Leisure Ltd has conducted a series of business expansion and diversification . For example , the company has just added five new hotels coming in Australasia with the addition of Golden Tulip Airport Hotel , Melbourne (Tourism , Hotels Leisure Limited (THL 2005

In addition , the company also develops new retention program by introducing Connections , which composes of frequent flyer and other loyalty programs . The programs are valid at 15 international airlines to...