Hotel Chains

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Marketing analysis for Shangri la Hotels and Resorts
A Shangri-la hotels and Resorts is founded in 1971 which is the first deluxe hotel in Singapore by the Malaysian-Chinese tycoon Robert Kuok. The name was inspired by British author James Hilton’s novel “Lost Horizon”. The meaning of Shangri-la is ethnic youth, peace and tranquility. Shangri-la hotels and Resorts is the first enter to a Chinese hotel market as a foreign investor and built its headquarters in Hong-Kong. From 1982 to 2002 the company went through aggressive expansion in Asia pacific region specially focus on Chinese market. During expanding period Asia has a rapid economic growth and a high demand of the luxury hotel for business travelers and international tourists’ needs in Asian. Therefore, the company was growing rapidly and save more funds for future expansion. Also the company is the largest luxury hotel chain in mainland China. From 2002, the company continues to expand of brand globally with a strong foundation and great reputation in Asia. Today, the company is a world class deluxe Asian hotel chain and its business throughout Asia Pacific, North American and the Middle East. Moreover, by 2010 the company owned 69 hotel and resorts and 29 under development of new hotels around the world. Due to its legendary service, Shangri-la hotel received many international awards from the publication and hotel industry. As the result, Shangri-la hotels and Resorts is the leading player in the Luxury hotel industry. Mission

“To delight our guests every time by creating engaging experiences straight from our hearts” It identified the company’s main task is attractive more customers in order to achieve the business goals of expanding to be a leader in global hotel industry. Vision

“To be the first choice for guests, colleagues, shareholders and business partners”. The company states that it puts its customers to be the first choice to attract more customers in order to increase the business profit. The employee, shareholders and business partner will get more benefit from the business. Moreover, due to excellent services to customers, the reputation of company will increase. Core Value

Respect, humility, courtesy, helpfulness, sincerity
This five core value is developed by Shangri-La Hospitality. It involves the positive influences to successfully running the business. And the core value creates a relationship between customer satisfactions and employees’ behaviors. Philosophy

Shangri-La Hospitality from a caring family.
It means the hotel will provide the great services and let the customer feel like being home Marketing Mix
Shangri-la had 4 main businesses segments
Hotel ownership and operations
Property development, it includes commercial building and services Hotel management services to group owned and third party hotels Spas at Shangri-La provides private spa suite and help the traveler relaxing and restoring the balance to mind and body It offers five star and four star hotels in four different brands. According to company’s logo “S”, it presents unique Asian architectural forms of the hotel location designing. It means hotel like a majestic mountain and the lake or ocean should surround it. The most of five star Shangri-La hotel and resorts provide an ocean or lake view to their customers. [1] Also the company specially promotes Asian hospitality for high quality services to meet the customer needs in different hotel brands. There are three main brands of hotel in the company to target different customers’ needs. The brand of Shangri-La hotel is a five star luxury hotel and typically target market comes from the higher income busy travelers. It is located in premier city. Shangri-La resorts are a five star luxury hotel target high income travelers and families. It offers a relaxing environment for customer vacation. It is located in some of the world’s most exotic destination. Trader hotel is a four star luxury hotel and the price of the hotel...
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