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A CRITICAL ANALYSIS OF THE HOTEL SECTOR

A CRITICAL ANALYSIS OF THE HOTEL SECTOR. BUSINESS STRATEGY GROUP 4 BY ANDREA FIUMANA, CASSANDRA BRAHAMS, FELICITY STRAWSON, HANNAH MAXWELL, ZOE SWAIN. DEFINITION. ‘Ho-tel [ho tél] (plural ho-tels) noun

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A CRITICAL ANALYSIS OF THE HOTEL SECTOR

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  1. A CRITICAL ANALYSIS OF THE HOTELSECTOR BUSINESS STRATEGY GROUP 4 BY ANDREA FIUMANA, CASSANDRA BRAHAMS, FELICITY STRAWSON, HANNAH MAXWELL, ZOE SWAIN

  2. DEFINITION ‘Ho-tel [ho tél] (plural ho-tels) noun Place for an overnight stay: A building or commercial establishment where people pay for lodging, and where meals and other facilities such as conference rooms are often available’.

  3. PRESENTATION OUTLINE • Description of the hotel sector • The UK hotel market in context • How the market is segmented • External Influences • Key Players / The Competitive Environment • Customer/ Market trends • SWOT analysis • Conclusion • References

  4. UK HOTEL MARKET IN CONTEXT 2000 ONS Data/Mintel

  5. Turnover of the UK Hotel Market £Bn Current Prices

  6. BRANDS • THREE TYPES: • Four / Five Star: High Quality, Excellent Service, Premium Price • Mid-Market: Good Quality, Wide Range of Facilities, More Accessible price • Budget hotels: Functional / Basic Facilities, Lower Price Point

  7. PEST ANALYSIS • Political • Legislation • Economic • Recession • Social • Social Changes • Inbound tourism • Technological • New influences • Internet

  8. Top ten hotel groups in the UK Martin information Ltd Dec 2000

  9. The Competitive Environment • Broad Target • COMPETITIVE SCOPE • Narrow Target

  10. Porters five forces model

  11. Industry Sector Stakeholder Mapping

  12. CUSTOMER TRENDS • Future customer trends • Customer Demand • MARKET TRENDS • Industry Life cycle • number of UK Hotels

  13. Hotel Industry Life Cycle

  14. SWOT ANALYSIS • Strengths • Well established brands • UK is a leading tourist destination • Major brands are offering specific products • Internet • Weaknesses • Major brands are less flexible • Hotel Industry is linked with the wider Economy leaving the sector vulnerable in times of the recession • High costs • Hotel classifications • VAT • Strength of the pound

  15. SWOT ANALYSIS • Opportunities • Internet • Increase revenue from non-residents • Scope for further growth • Budget hotel sector • Euro • Ageing Population • Threats • Alternative accommodation • Hotel groups V Independent • Corporate spending • Competitive prices on overseas travel

  16. CONCLUSION • The UK hotel sector in the future • Fewer hotels but more rooms • Major investing from large Hotel groups, i.e. buy outs and mergers • Analytical tools which a new entrant should use to determine success and position

  17. REFERENCES • Tim Knowles, Corporate Strategy For Hospitality, 1996 • Johnson, Scholes, Exploring Corporate Strategy, Fifth edition • Mintel • Market Research.com • Joan Marsan, Hotels, July 1999 • Geoff Tyler, Hotel & Restaurant, January 2001 • Jay Kandampully, Dwi Suhartanto, International Journal Of Contemporary Hospitality Management, Vol 12 issue 6 • Gaby Huddart, Caterer & Hotelkeeper, December 1999 • Paul A Philips, International Journal of Contemporary Hospitality Management, Vol 9 issue 4 • Trevor Ward, International Journal of Contemporary Hospitality Management, vol 9 issue 7 • Gavin Eccles, Philip Durand, Managing Service Quality, Vol 7 issue 5 • Vinitia Mathews, International Journal of Contemporary Hospitality Management, Vol 12, issue 2 • Encarta, world English dictionary • BDO Hospitality Consulting, International Journal of Contemporary Hospitality Management, Vol 8 issue 7 • Marty Whitford, Hotel & Motel Management, November 1998 • Sarah Toyne, BBC News “What now for Tourism?”, 18th September 2001 • TRI Hospitality consulting- United Kingdom Hotel Industry 2001 • International Journal of Contemporary Hospitality Management vol 11 issue 7 and vol 12 issue 2. • Norma Cohen, FT.com, “Regus expects more tough times ahead” July 31st 2001. • Margaret Brown, International journal of contemporary Hospitality Management vol 8 issue 3. “Environmental policy in the Hotel sector: “green strategy or strategem?” • Peter McGunnigle and Stephanie M. Jameson “HRM in UK Hotels: a focus on commitment”, Employee Relations, vol 22, issue 4. • Mark Poustie,Jenifer Ross, Norman Geddes and William Stewart, Hospitality and Tourism Law, 1999. • Office of National Staistics • Martin Informantion Limited, “Guide to Hotel Brands in the Uk” December 2001. • Bob Brotherton, “An Introduction to the UK Hospitality Industry, 2000. • The Business Enviroment

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