Hotel Planning and Development

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  • Topic: Tsim Sha Tsui, Hung Hom, Victoria Harbour
  • Pages : 41 (12620 words )
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  • Published : March 24, 2012
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Hotel Planning and Development HTM 4006
Dr. Qu Xiao
GROUP PROJECT – HOTEL FEASIBILITY STUDY (Written Report)
Proposed Hotel Location: Hung Hom Proposed Hotel Name: Banyan Tree Hong Kong

Lecture: Thursday 19:30-21:20pm Tutorial: SEM001 Wednesday 19:30-20:20pm

Group Members: Kwok Fong Lin, Linda Lau Ka Yi, Candy Su Yin Ting, Mia Wong Mei Ling, Judy 10524466D 10522786D 10534890D 10514436D

Wong Yuet Kwan, Jackie 09274551D

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Table of Content
Executive Summary ..................................................................................................... 2 Part 1 - Site and Location Evaluation ........................................................................ 3 Site Evaluation ................................................................................................. 3 Site Characteristics .......................................................................................... 4 Part 2 -Area and Neighborhood Analyses ................................................................. 7 Area analysis ...................................................................................................... 7 Neighborhood analysis ...................................................................................... 8 Part 3 - Hotel Market Analysis – Demand, Supply and Competition ................... 12 Demand Analysis ............................................................................................. 12 Supply and Competition Analysis .................................................................... 20 Trends in Hotel Room Night Supply and Demand ........................................... 32 Part 4 - Recommended Facilities and Services ....................................................... 34 Part 5 - Market Share, Occupancy and ADR Projection ....................................... 44 Occupancy Projection ...................................................................................... 44 ADR Projection ................................................................................................ 51 Part 6 - Financial Performance Projection .............................................................. 53 Revenue Projection ........................................................................................ 53 Expenses Projection ......................................................................................... 55 Feasibility.........................................................................................................57 Conclusion...................................................................................................................58 References...................................................................................................................59 Appendices .................................................................................................................. 61

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Executive Summary An investment in the lodging industry requires certain amount of analyses on the industry and the investment itself on acquiring an existing facility or developing a completely new one. To start a completely new hotel in Hong Kong, which is a city with robust economy and prosperous developments in hotels, we should carefully decide the locations and hotel types by considering potential risk. To distinguish our hotel and also to avoid entering a fierce competition, we decided to build the first urban resort hotel located at the Junction of Hung Luen Road and Wa Shun Street, Hung Hom Bay Reclamation, Kowloon. With the key aims to build a hotel attracting guests seeking for a rest and relaxation and providing acceptable return in investment, we chose to use the brand of Banyan Tree which is the leading international boutique resort operator. We are targeting the guests who are looking for relief and comfort with high spending power. In order to ensure the feasibility of the hotel development plan, thorough analyses have been conducted...
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