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Ralph Kelly M. 0400 214 415 E. ralphkelly@me

Ralph Kelly M. 0400 214 415 E. ralphkelly@me.com. Sales Management and Marketing for Hospitality (200763). Tuesday 09 th April, 2013. Introduction Course outline Housekeeping Help line (questions) Introduction to Hospitality and Tourism Fish!. Background.

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Ralph Kelly M. 0400 214 415 E. ralphkelly@me

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  1. Ralph KellyM. 0400 214 415E. ralphkelly@me.com Sales Management and MarketingforHospitality(200763)

  2. Tuesday 09th April, 2013 Introduction Course outline Housekeeping Help line (questions) Introduction to Hospitality and Tourism Fish!

  3. Background Educated in United Kingdom, “O” Levels Sydney, “Higher School Certificate” UTS, Bachelor of Business, Marketing UTS, MBA

  4. Career Qantas Airways Thomas Cook (Travel Management) American Express Sabre Accor Hotels & Resorts Rendezvous Hotels & Resorts Hemisphere Hospitality Solutions

  5. Learning Guide

  6. Assessment - marking Individual Case Assignment 20% Group Assignment: - presentation 10% - paper 20% Final Examination: 50%

  7. Objectives of Case Analysis Increase your understanding of what managers should and should not do in guiding business to a success. Build your skills in sizing up company strengths and weaknesses and in conducting strategic analysis in a variety of industries and competitive situations.

  8. Objectives of Case Analysis Get valuable practice in identifying strategic issues that need to be addressed, evaluating strategic alternatives, and formulating workable plans of action. Enhance your sense of business judgment. Gaining in-depth exposure to different companies, thereby acquiring something close to actual business experience.

  9. My - Expectations! You’re here to learn – don’t throw away the time by being physically present but not taking anything in – it’s a waste of your time and mine trying to teach you. Contribute! Ask questions, debate your classmates, present ideas like you have nothing to loose, only to gain. This subject will be more practical than theory orientated. WRITE information down.

  10. Hotels Ownership models…..

  11. Hotel Management models .. .. .. .. .. .. .. ..

  12. Hotel Management models Owned Leased Management Agreement Management Rights Franchise Time share Fractional ownership Representation models

  13. Global Hotel chains Accor – (Sofitel, Pullman, Sebel, Novotel, Mercure, Ibis, F1, Base). Intercontinental Hotels Group (IHG) – Intercontinental, Crowne Plaza, Holiday Inn. Starwood Hotels – Sheraton, Westin, Four Points, The Luxury Collection. Hyatt – Park, Grand, Regency.

  14. Hotel - Brands Accor: Sofitel Pullman M Gallery Mercure (Grand, Hotels, Resorts & Inns) Novotel Ibis Formule 1 (Mirvac)Advantage Plus (discount program)

  15. IHG (InterContinental Hotels Group) Intercontinental Crowne Plaza Holiday Inn Holiday Inn Express Mulpha – ownership of The Hotel School Sydney - a unique partnership between: Southern Cross University and Mulpha Australia's hotel portfolio - Hayman, InterContinental Sydney, Hyatt Regency Sanctuary Cove – plus Bimbadgen Estate Wines, Hunter Valley.

  16. Regional Franchise models Choice Hotels- Clarion- Quality- Comfort Best Western (BW, Plus and Premier) Silverneedle (previously Touraust / Constellation Hotels)- Country Comfort, Sundowner- Australis, Chiefly Accor.

  17. Independent Hotels Sydney – * The Grace Hotel (York Street) * Amora (Jamieson & George St) * The Establishment (George St) * The Castlereagh Hotel

  18. Representation (Marketing) brands Relais & Châteaux:- Jonah’s, Tower Lodge, Qualia, Saffire, Tetsuya’s Restaurant). Leading Hotels of the World:- Hayman Island, Wolgan Valley Resort,The Observatory, Blue Sydney. Small Luxury Hotels (SLH).

  19. Representation brands Preferred Hotel Group:Preferred, Summit, Sterling… (Lyall Hotel, Melbourne). Worldhotels:- The Star (casino), Jupiters Gold Coast, Stamford Hotels.

  20. What do these brands offer? Brand awareness = perceived security, brand standards in service and quality levels. Increased level of bookings due to brand. High levels of training and employee job enrichment. Professional management of significant financial assets. Access to global databases. Purchasing power (suppliers and buyers). Loyalty and discount programs.

  21. Negative for Brands Perceived loss of brand standards (incl. global variations to standards). Lack of employee satisfaction < customer service. High fees / lack of Return on Investment. Long-term contracts (with assignments). Owner takes all the financial risk (with Management Agreements). To brand or not to brand?

  22. Market Segments Business. Leisure.

  23. Distribution channels Digital Communication Wholesale / retail (international, domestic) Sponsorship and Promotions Rates, inventory distribution Suppliers, buyers – relationship marketing Selling External market factors (XR’s, competition)

  24. FISH! Play Make their day Be there Choose your attitude Now it’s time for you to……“catch the energy & release the potential”

  25. News ….. Items…this week

  26. Quote of the week Never be afraid to try something new – amateurs built Noah’s Ark, professionals built the RMS Titanic.

  27. In Summary Hotel management models Brand options Customers (classified by “market segments”) High level ‘distribution channels”

  28. today Pricing Competitive Advantage Product & Service levels

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