Hotels Analysis

Topics: Hotel, Hilton Hotels, Hotel chains Pages: 16 (3890 words) Published: October 3, 2010
Table of Contents
External Environment Analysis7
Internal Environment Analysis10
Porter’s Five Forces13
Tows Matrix15
Overview of Financial Performance16
Boston Consulting Group (BCG) Matrix17
Competitive Profile Matrix 18
Strategy Formulation & Methods of Development19
Evaluation of Learning22
Table of Figures

Figure 1: Economic Survey-----------------------------------------------7 Figure 2: Visitor Arrivals-----------------------------------------------------8 Figure 3: Top 15 Markets----------------------------------------------------8 Figure 4: Porter’s five Forces-----------------------------------------------13 Figure 5: TOWS Matrix-------------------------------------------------------15 Figure 6: Financial Ratios---------------------------------------------------16 Figure 7: Boston Consulting Group (BCG) Matrix --------------------17 Figure 8: Competitive Profile Matrix---------------------------------------18 Figure 9: Grand Strategy Matrix--------------------------------------------19 Introduction

In order to do a strategic analysis of Hilton Singapore which located in Orchard Road, the objective of this assignment is to know more about its current market position and strength in hospitality and tourism industry.

An Overview of the Hospitality and Tourism Industry in Singapore

Singapore has beed enjoying record visitor numbers for six consecutive months- a sign that its tourism industry is recovering strongly from a slump caused by the recession last year.(My paper, 2010).

The prosperity of hospitality and tourism industry causes Singapore become to be a tourism country. The upcoming events like Formula 1 Grand Prix and the Youth Olympics as the element to attract visitors to come. Almost visitors come from Indonesia, India, Malaysia, China and Australia, these five countries occupied majority population to drive the growth of tourism in Singapore.

Background of Hilton

When established in 1970(Ruba, 2010), Hilton Singapore hotel is the proud flagship brand of Hilton Hotels Corporation names Hilton Worldwide and the most recognized name in the global lodging industry.

Vision and Mission Statement

The vision/mission or philosophy statement sets the direction and provides the foundation for your planning(Janice Arcaro, 1995, p.61).

Vision Statement
To fill the earth with the light and warmth of hospitality (Hilton Worldwide, 2010).

Mission Statement
We will be the preeminent global hospitality company – the first choice of guests, team members and owners alike (Hilton Worldwide, 2010).

H Hospitality – We are passionate about delivering exceptional guest experiences. I Integrity – We do the right thing, all the time.
L Leadership – We are leaders in our industry and in our communities. T Teamwork – We are team players in everything we do.
O Ownership – We are the owners of our actions and decisions. N Now – We operate with a sense of urgency and discipline. (Hilton Worldwide, 2010)

The vision and mission have a large effect on staff in Hilton Singapore Hotel and supply a strong power for them to do service for customers. Of course, the values of Hilton indicates its sprite and the position they want to be.

Products and Service of Hilton Singapore

Hilton Singapore hotel is a 24 floor building which includes 422 guestrooms, a outdoor swimming pool, fitness center. There are several function rooms for holding conventions and dividing floors as smoking floor and non-smoking floor. At the front office, a business center serve for those who need to print, copy and go on Internet. Because of Hilton Singapore hotel linked to Four seasons hotel with a shopping gallery, it is convenience to do shopping in the hotel. There are 4 restaurants as well as a bar/lounge. External Environment Analysis

PESTEL model as a tool to do a analysis on Hilton Singapore in terms of political, economic,...
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