Ms. Elkey Cheyrl

Topics: Golf, InterContinental Hotels Group, Hotel Pages: 11 (3871 words) Published: March 6, 2013
Student ID: 201212319
Due Date: November 19, 2012
Lecturer: Jennifer Davey

Due Date: November 19, 2012

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
Executive Summary1
Evaluation of Stay and Proposed Action Plan6
Rooms Division6
Food and Beverage6
Golf and Spa7
Integration of Golf and Spa within Resort Management7
Food and Beverage8
Rooms Division8
Sales and Marketing9
Marketing Analysis of Resort10
SWOT analysis (Strengths)10
SWOT analysis (Weaknesses)11
SWOT analysis (Opportunities)11
SWOT analysis (Threats)12
Competitor Analysis12

William Bass, the founder of IHG was first started his business as a brewery back in 1777, it was then lead into a huge success and also known as the top brewery in the UK. Bass was then expanded his business by trying to jump into hospitality industry, Holiday Inn was the very first his hotel property that he bought back in 1988. Bass’s company continues to grow when he finally launched Crowne Plaza in 1994 in order to upscale the hotel market. Bass’s mission and passion in hospitality industry doesn’t stop there, he was then launched several properties such as Intercontinental, Hotel Indigo as well as Holiday Inn Express. Intercontinental Hotel Group is known as the biggest hotel chain company with the largest number of rooms with the total of 672,000 rooms in more than 4,500 hotels across 100 countries around the world. Furthermore, there are more than 153 million of guests that are experiencing the hospitality spirit of IHG annually (InterContinental Hotels Group 2012). Crowne Plaza is a luxury brand of IHG and yet has opened several branches throughout Oceania. Crowne Plaza Hunter Valley is well-said one of the most unique property amongst the other as it is nestled right at the oldest wine region and one of the most famous tourist attractions in Australia. With the total rooms of 318 along with 3 food and beverages outlet, as well as Golf course and Spa facility, Crowne Plaza Hunter Valley, located 2.5 hours from Sydney, is just another place to have a...
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