Detailed Report on Hotel Business Plan in Sydney

Running Head: DETAILED REPORT ON HOTEL
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Detailed Report on Hotel
(Student’s Details)

DETAILED REPORT ON HOTEL 1
Executive Summary
The detailed report describes about the business plan of hotel which will be open in Sydney.
Sydney is a vibrant city where events are held throughout the year and this is a great location to
open a hotel. Servicescape of hotel is important because it can impact the customer’s point of
view about the hotel. Servicescape is a term which refers to the physical environment where
services are performed, delivered and consumed.
Report also included 7Ps of service marketing mix which are product, price, promotion, place,
people, physical evidence and process. The report has described the condition of market to start a
hotel business in Australia. The main objectives of this detailed report are:
 To describe the tourist area
 To explain about the servicescape of hotel
 Importance of Segmentation, Targeting and Positioning in hotel
 To explain service marketing mix and marketing strategy of hotel

DETAILED REPORT ON HOTEL 2
Contents
Executive Summary.........................................................................................................................1
Introduction......................................................................................................................................3
Brief description of the tourist area.................................................................................................4
Theory service marketing servicescape...........................................................................................4
Physical Evidence........................................................................................................................4
Processes......................................................................................................................................5
People...........................................................................................................................................6
Hotel design and Marketing strategy...............................................................................................6
Design of Hotel............................................................................................................................6
Segmentation, Targeting and Positioning........................................................................................8
Market Segmentation...................................................................................................................8
Demographic segmentation......................................................................................................9
Geographic Segmentation........................................................................................................9
Psychographic Segmentation...................................................................................................9
Behavioral Segmentation.........................................................................................................9
Target Market...............................................................................................................................9
Positioning...................................................................................................................................9
Marketing strategy recommendations............................................................................................10
Product.......................................................................................................................................10
Price...........................................................................................................................................10
Promotion and positioning statement.........................................................................................10
Place...........................................................................................................................................10
Conclusion.....................................................................................................................................11
Reference List................................................................................................................................12

DETAILED REPORT ON HOTEL 3
Introduction
Hotel industry of Australia is developing by increasing numbers of international and
domestic visitors. Sydney is the best location in Australia to open a hotel. Sydney is the biggest
tourist point of Australia for international as well as domestic tourists (Australia, 2019). The
hotel will be the five-star luxury hotel which will provides great dining area, beautiful,
comfortable and luxurious rooms, tasty breakfast, great location, free parking and many more.
For a successful hotel business, it is very important to analyze the market in which the hotel will
be operating. Segmentation target market is a way to analyze the target market, customers, and
competition.
Design of servicescape is an important element for a hotel because it can impact the
customer. It is said that first impression is the last impression, servicescape creates the first
impression. Décor and service quality mainly impact the customer. Hotel designs have numerous
types which are hotel-spa resorts, boutique hotels, designer and art hotels, hotel-casino resorts
and many more.
Service marketing mix includes 7Ps which are product, price, promotion, place, people,
physical evidence and process. The report analyzes all these points to provide a best strategy for
hotel. To develop the hotel business, it is important to provide services with best quality because
these services cannot be tasted, seen or touched, customers can only feel this quality and if they
feel good then it will be very help for successful hotel business.
The following detailed report describes the business plan of the hotel including the design
of the hotel, services, and products, servicescape design, target market for hotel and marketing
strategy. The objective of create this business plan is to raise a loan from bank to open a hotel.