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The Shilla Jeju Hotel _ 1

The Shilla Jeju Hotel _ 1. The five-star Shilla Jeju Hotel (SJH) was opened in July 1st, 1990 - Shilla Jeju Hotel is the first resort hotel with the European style construction and pastel interior in Korea

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The Shilla Jeju Hotel _ 1

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  1. The Shilla Jeju Hotel _ 1 • The five-star Shilla Jeju Hotel (SJH) was opened in July 1st, 1990 • - Shilla Jeju Hotel is the first resort hotel with the European style construction • and pastel interior in Korea • - The hotel is located on the visible costal cliff of the fantastic Pacific Ocean view • The hotel is located nearby the Jung moon Golf Club(18halls), • Yeomiji Botanical Garden, Pacific land, Daeyoo land , Cheonjiyeon Falls, • horse racing track , Teddy bear museum 2003’ no.1 The Best Resort Hotel in Korea By Leisure magazine ‘Weekly Friday’

  2. The Shilla Jeju Hotel _ 2 Market Share (2001-2003) Shilla Jeju Hotel Lotte Jeju Hotel Etc… 36% 32.5% 34.2% 34.6% 30.5% 33.5% 35.3% 34% 29.4% 2001’ 2002’ 2003’ by _ Shilla Jeju Hotel Since 2002, the Shilla Jeju Hotel (SJH) has been suffering their share of the market with the Lotte Jeju Hotel (LJH), due to the fact LJH has better and more modern facilities. Recently, SJH suffered another minor setback when the filming site of the SBS drama ‘all-in’ was shot at the LJH, as the drama soared in popularity the hotel became a favorite tourist attraction. Therefore, SJH’s Market share is decreasing

  3. So, what is the way Shilla Jeju Hotel (SJH) should go for?

  4. About Jeju _ 1 The numbers of Jeju island visitors (1999-2003) Year 2003 Total number of Jeju island visitors is 8.8% Increased compare to last year 4,913,390 by _ Jeju Island Tourism Association Problems due to SARS affected the foreign tour markets and increased the demand for the domestic tour market. A convention center was opened, number of lodges increased, a tour infrastructure was established, and a five days a week working system created bigger domestic tour markets. However, the war in Iraq, SARS in Asia affected adversely to Jeju island's tourism. Despite these events Taiwan’s chartered flight line operated thereby increasing the number of Taiwanese tourists. The number of Chinese and Japanese tourists have recovered to previous years since last September.

  5. About Jeju _ 2 Reasons of tour Some findings provided by the Jeju Island Tourism Association include: Eight out of ten tourists visiting Jeju resorts come for leisure sports and other various recreations. January 2003 group tour = 25.8% ; Individual tour = 74.2% February 2003 group tour = 17.9% ; Individual tours = 82.1% respectively 2003 Feb. Halla-ilbo Leisure sports and recreation remain the foremost popular activities for tourists traveling to Jeju island.

  6. Therefore, the Shilla Jeju Hotel needs something to change itsimage as a resort hotel.

  7. SWOT Analysis s w Drawbacks due to higher prices. Brand popularity in Korea. Parent corporation’s strong management. Variety packages. Greatest Service. Advantageous location for resort hotel. Opening of world class Spas. The setting of PATA headquarters. Building the national conventional centre of Jeju which led to increases in its customer base. Increases in the people looking for resorts. Increase in SPA interests. Competition with Lotte and Hyatt. Lack of international popularity. Decrease in foreign tourism due to bird flu. o t

  8. So what’s the something? SOT Strategy - Strong points along with opportunity points covers the weak points Using the Guerlian Spa which opens Feb 2004 to grab the people looking for resorts. Early advantages can be gained within the international markets. Spa!

  9. Why is spa? Ritz-Carlton, Bali Resort & Spa Four Seasons Resort Bali at Jimbaran Bay With a great beach, beautiful gardens and fishing village style, designed around paved streets, this resort of villas wins on impeccable service and lavish facilities. The Ritz-Carlton Bali Resort & Spa provides 5-star accommodation and extensive facilities to guests. The 4-storey building is overlooking the Indian Ocean and rests on neatly sculptured garden of tropical flora, terraced lily ponds, fountains and waterfalls. Address Jimbaran Denpasar Bali Indonesia Address Jalan Karang Mas Sejahtera Jimbaran Bali Indonesia Rooms 147 villas Rooms 48 villas Spa Specialties and Unique Treatments Body Treatments Skin-care Treatments Salon Services Spa Treatment Name Treatment Duration Treatment Cost Treatment Long or Short Description Packages Jimbaran Spa Package Bed and Breakfast Standard Rates Ocean and River Package Romance in Bali Discover the Refined Art of Asian Cuisine Two-Bedroom Villa Offer Four Seasons Private Estates Packages Bali Blue Sky Promotion Bali Paradise Package Romantic EscapadesCouples Package Body Treatment Packages Thalasso Packages _ Whole year period

  10. Spa is.. • Best Service: Asia • 1) Amandari, Bali • 2) Ritz-Carlton Bali Resort & Spa • 3) Four Seasons Resort Bali at Jimbaran Bay • 4) The Oriental, Bangkok • 5) The Peninsula, Hong • 2003 TOP HOTEL SPAS: REST OF THE WORLD • 1) Four Seasons Resort Bali at Jimbaran Bay • 2) The Oriental, Bangkok • 3) Spa at Regent Chiang Mai Resort, Thailand • 4) Ritz-Carlton, Bali Resort & Spa • 5) Four Seasons Hotel George V, Paris by _ Travel & Leisure by _ Travel & Leisure Top Ranked hotels in Asia offers Spa services. Therefore, the Spa services becomes a critical element in any hotel services.

  11. Who is the target? News articles analysis As the “well-being” types increases, the people within the Spa community have high hopes for the success of the Spa industry. One Spa manager comments that “ Spas provide a balance and security for the body and mind, and is an important part of a healthy well being. ECONOMIST The business companies related to the “well-being” concept are booming with opportunities, companies providing art, yoga, spas, leisure and health care are growing at a phenomenal rate. Hotels and Restaurants offers “well-being” packages as well as information fairs on “well-being” food and other products. 2003 Dec HANYURAE Even the showing aspect is different under the “well-being” concept, it is no longer only about the need to clean up residual dirt. The bath and shower experience within the well-being concept provide a respite from stress and tiredness, it also helps improve against depression attitudes. Well being customers seek professional spa centers and are willing to pay exorbitant prices to receive the utmost services. 2002 Dec. The Seoul Economic Daily • Spa is in the center of Well-being life • Most of people who enjoy Spa are Well-Being customers • So, the target should be the biggest • spa customers which are ‘well-being’ people.

  12. Target Well-Being? • Peace of body and mind can be achieved by escaping urban • environmental pollution and the busy life of a modern citizen. • Consuming natural vegetables and products over fast foods • for a better healthier self. • Discovering the joy of cultural events along with various • leisure sports activities. • Health and recreational centre as a stress release activity instead • of social alcohol gatherings. • Abundance of the wealthy and business class. • The pleasures of Spa massage or foot massage.

  13. Target ‘Well-Being’ types Well-Being Enjoy Well-Being Rest Well-Being Upper class are more critical of service quality and demand the utmost treatment. Business travelers visiting due to work will demand peace and relaxation. So, our targets are: 30 to 50 yearsold from the south east Asian hubs like Honk Kong,Shanghai, Singaporeare the Well-Being types.

  14. Target selection base_ 1 The european and asian tourists objectives are different. by _ Korea National Tourism Organization Europeans travel mostly for various historical landmarks. As opposed to the Asian traveler who seeks travel forrest and leisure sports.

  15. Target selection base_ 2 Hong Kong, Shanghai and Singapore are the hub of Asian tourism. The south asian countries that were adversely affected by the financial crisis of 97’ are finally excelling towards the road to recovery. John S. a columnist with the Financial Times commented that the various investors who fled the asian market during its crisis are finally coming back. Despite the american recessionary cycle, the persistent growth of the asian market was an important factor according to John S. Among these markets. Hong Kong, Shanghai, Singapore remains the south asian hubs and many business projects are achieved there. We can predict that the big 3 markets of Hong Kong, Shanghai, and Singapore will maintain excellent economic growth. 2003 Oct. Maeil Business Newspaper We can deduce that the “Well-being” concept has more potential with the S.E. Asian market due to the fact Hong Kong, Shanghai, and Singapore are the centre of Asian trade and economic growth.

  16. How do we attack the target? The Target needs more information about Shilla Jeju Hotel Spa - Shilla Jeju Hotel Spa will be opened Spa in February 2004. First Second Third Recognition Activation Message diffusions and recall The promotion will be advertised so that people will be aware of the spa packages of Shilla Jeju Hotel to encourage their patronage and encourage return. This step’s aim is to make people who are interested in Shilla Jeju Hotel spa book the services offered themselves. Make brand loyalty higher with the mileage and discount system to the Shilla Jeju Hotel’s customers. Therefore through these three steps, We will inform people about Shilla Jeju Hotel’s great spa service.

  17. Communication Concept So, what is our concept? Spa in Shilla!

  18. First step Recognition The promotion will be advertised so that people will be aware of the spa packages of Shilla Jeju Hotel to encourage their patronage and encourage return.

  19. Spa Packages Spa Packages with the fragrance of flower brassica campestris Blooming spa Like a fish tourists can get involved in jejo island's silver fish festival, scuba dive, have pilates lessons and our spa packages provide a seafood dinner 3-4 5-6 This summer package offers party at night held at a banquet hall with a view to the ocean. This lovely couple package lets tourists walk the Eulalie flower track and experience the rich culture Korea has to offer One summer night Fall in love 7-8 9-10 This package provide special services were the tourist and his family will be taken to the best place to watch the sunrise. *the package is only offered to more than three persons per family In the first month ofnew year, this package will be areconstituent for tourists Family affair Refresh package 11-12 1-2 *high-demand season _(1-2, 7-8,11-12) packages for the ‘Well-Being’ customers who goes for REST. *Low-demand season_ (3-4, 5-6, 9-10) Enjoy the special service for Well-Being costumers The Shilla Jeju Hotel will provide different packages every two months due to Jeju island’s conditions.

  20. Media Tactics Media conditions • For the foreign market,media has to be worldwide. • To be successful, we should use • a media that is both popular and low in advertisement. • Well-being is our main target so weclassify our subscribers. Therefore we are going to place our advertisements inmagazines and internet web sites.

  21. Media Analysis Magazine - Classify the magazine types into in-airplane magazine and regular magazine. In-airplane magazine: * Morning-Calm (Korean Air Lines), Asiana (Asiana airlines) Regular magazine: * Travel Magazines - Travel & Leisure, Business Traveler, National Geographic * Well-being type magazines - Allure, Cosmopolitan * News magazines - Times, News Week Web - Classify web sites into travel information sites. Travel: * Hotel linked Site - www.asiahotels.com * Travel Agency - www.asiatravel.com * Airlines website - air.onetravel.com

  22. Second step Activation This step’s aim is to make people who are interested in Shilla Jeju Hotel spa book the services offered themselves.

  23. Service Reserve Making contracts with Internet online hotel reservation sites so therefore it will be easier to use Shilla Jeju hotel’s service. Web sites - The web sites that are famous for online hotel reservations. * www.easynetreservation.com * www.travelocity.com * www.hotelstravel.com

  24. Third step Message diffusions and recall Make brand loyalty higher with the mileage and discount system to the Shilla Jeju Hotel’s customers.

  25. Higher Brand Loyalty An aerial navigator - KAL, Asiana, Cathy Pacific and etc. Synergy marketing with Singapore, China Eastern Airlines and other airline corporations and ‘Customer Relationship Marketing’ strategy to get more costumers and higher brand loyalty. instances) * Airline mileage saving systems. * Discounts spa package price for each airline mileage members. * in-airplane magazine advertisings Relation with parent corporation ‘Samsung’ - Medical Clinics, Art galleries. Provides variety services for 'we-being' costumers to satisfy their health carers, cultural and other high level lifestyle desires by parents corporation Samsung group. Instance) * Samsung clinic discounts * Hoam Gellery Free ticket

  26. Our promotion will succeed by reminding our target market of the‘Spa in Shilla’ they will always receive at Shilla Jeju Hotel’sGuerlian Spa.

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