Ms. Elkey Cheyrl
Student ID: 201212319
Due Date: November 19, 2012
Lecturer: Jennifer Davey
Due Date: November 19, 2012
08
Fall
HRM 203 – Field Trip Report Analysis and Recommendation
November 2012
Student ID: 201212319
Lecturer: Jennifer Davey
Executive Summary
Crowne Plaza Hunter Valley is a part of IHG, the biggest hotel group in terms of its number in rooms. This resort is located in Hunter Valley, the oldest wine region in Australia and also known as one of the most popular tourist destinations in Australia. Located only 2.5 hours away from Sydney, it is a perfect place for a getaway from the bustle of the city. Crowne Plaza has a total number of 318 rooms with 3 main food and beverages outlets, meeting rooms, swimming pools, and gym as well as golf and spa facilities.
In order to reach the revenue target, there need to be an integration and good cooperation amongst golf and spa department with related departments such as Food and Beverage, Rooms Division as well as Sales and Marketing. Without these departments, the golf and spa facilities won’t be working as it was expected and a good teamwork amongst those departments need to be implemented in order to reach the target.
Auditing an organization is an important aspect in order to improve the business. SWOT analysis is used in this report to determine the internal factors of the resort such as strength and weaknesses as well as the external factors such as opportunities and threats. By conducting this strategy and critically analyze, it’ll help Crowne Plaza in determining which part need to be improved and what are the opportunities that could be turned in doing business in order to boost the revenue.
Furthermore, it is mentioned that their main competitor is Accor, a large hotel group. Fairmont Resort Blue Mountains and Grand Mercure Hunter Valley is their main competitor as these resorts have the same concept as well as target market (C. Speedie, 2012, power point, October 29)
Table of Contents
Due Date: November 19, 2012
Lecturer: Jennifer Davey
Due Date: November 19, 2012
08
Fall
HRM 203 – Field Trip Report Analysis and Recommendation
November 2012
Student ID: 201212319
Lecturer: Jennifer Davey
Executive Summary
Crowne Plaza Hunter Valley is a part of IHG, the biggest hotel group in terms of its number in rooms. This resort is located in Hunter Valley, the oldest wine region in Australia and also known as one of the most popular tourist destinations in Australia. Located only 2.5 hours away from Sydney, it is a perfect place for a getaway from the bustle of the city. Crowne Plaza has a total number of 318 rooms with 3 main food and beverages outlets, meeting rooms, swimming pools, and gym as well as golf and spa facilities.
In order to reach the revenue target, there need to be an integration and good cooperation amongst golf and spa department with related departments such as Food and Beverage, Rooms Division as well as Sales and Marketing. Without these departments, the golf and spa facilities won’t be working as it was expected and a good teamwork amongst those departments need to be implemented in order to reach the target.
Auditing an organization is an important aspect in order to improve the business. SWOT analysis is used in this report to determine the internal factors of the resort such as strength and weaknesses as well as the external factors such as opportunities and threats. By conducting this strategy and critically analyze, it’ll help Crowne Plaza in determining which part need to be improved and what are the opportunities that could be turned in doing business in order to boost the revenue.
Furthermore, it is mentioned that their main competitor is Accor, a large hotel group. Fairmont Resort Blue Mountains and Grand Mercure Hunter Valley is their main competitor as these resorts have the same concept as well as target market (C. Speedie, 2012, power point, October 29)
Table of Contents
References: Crowne Plaza Hunter Valley, 2012, ‘Home’ viewed 16 November 2012 <http://www.crowneplazahuntervalley.com.au/> Crowne Plaza Hunter Valley, 2012, ‘Stay and Play Package’ viewed 16 November 2012 <http://www.crowneplazahuntervalley.com.au/special-offers-deals/accommodation-offers/stay-and-play/> Crowne Plaza Hunter Valley, 2012, ‘The Place to Relax’ viewed 16 November Health and Spa Tourism n.d., viewed 16 November, 2012 <http://torc.linkbc.ca/torc/downs1/healthandspa.pdf> Intercontinental Hotels Group, 2012, ‘About Us’ viewed 16 November 2012 <http://www.ihgplc.com/index.asp?pageid=23> Mill, R. C. 2012, Resorts Management and Operations, 3rd edition, John Wiley & Sons, Inc., Canada. Mill, R. C. 2001, Resorts Management and Operations, John Wiley & Sons, Inc., Canada. Tea Tree Spa, 2010, ‘Tea Tree Spa Menu’ viewed 16 November 2012 <http://www.crowneplazahuntervalley.com.au/wp-content/uploads/2010/10/Tea-Tree-Spa-Menu-2010.pdf>