Divine Group's Tourism Expansion Strategy

This assignment analyzes Divine Group's strategy to expand into the tourism industry by building a premium hotel in the Australian Outback. The plan focuses on providing luxurious services while respecting the environment and highlighting the interconnectedness of humanity and nature. The analysis considers operational challenges, staff expertise, and future expansion plans, emphasizing sustainability and ethical tourism practices.

Running head: HOSPITALITY AND TOURISM MARKET
HOSPITALITY AND TOURISM MARKET
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Executive Summary
The hospitality and tourism industry is an exciting sector that demands constant change and
requires the service providers to continuously adapt to the evolving necessities of the
customers. This sector has many challenges that must be kept in mind while providing the
best services to the visitors. The hospitality sector encompasses a number of other industries;
while the tourism sector is primarily focused upon giving tourists the best experiences. The
hospitality and tourism industry is an umbrella industry that is made up of many other smaller
industries and various sectors, that actively contribute to the growth of the sector as whole.
The following report would take a look into the sector from a closer perspective and would
give details about a specific tourism sector. Then, subsequently, the report would select one
particular company and analyze its operations in depth. The report would then look into the
current business operations of the company and would try to give suggestions about what
more could be done to help the company to expand even further.

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Table of Contents
Introduction......................................................................................................................................
Current business operation..............................................................................................................
Recommended future campaign....................................................................................................
New plans and recommendations..................................................................................................
Conclusion.....................................................................................................................................
References......................................................................................................................................

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Introduction
The hospitality and tourism industry is one of the fastest growing sectors all across the
globe. Almost all the countries in the world are discovering tourism opportunities in their
own lands and are promoting extensively to the foreigners. A firm tourism industry also
ensures massive foreign cash, which is helpful for further economic development and
promises extensive investments. The whole sector employs about 10% of the entire world’s
workforce.
The hospitality and tourism industry is an umbrella term that is consisted of a number
of other sectors. Airline and railway travel agencies, resorts, hotels and spas, casinos, tour
conductors, theme parks, bars, real estates – all of these sectors collectively contribute to the
sector that makes up the hospitality and tourism industry. All the inputs and components of
these sectors are, in effect, the components of hospitality and tourism (Riley 2014).
Hospitality professionals have to work in a service based environment. The sector has a lot of
functions which encompasses all the aforementioned industries. The roles of the employees
also vary hugely as a lot of associated and side works need to adhered to. The sector has to be
constantly changing and dynamic to adapt to the forever evolving customer requirements.
The hotel business is one of the biggest sectors of the hospitality and tourism. It has
billions of dollars invested in it and offers some of the most lucrative job opportunities and
profit possibilities than almost none of the other industries of the world (Mok, Sparks and
Kadampully 2013). The industry is forever changing and exponentially growing without any
possibilities of a slump within the site. The Divine Group Ltd. has chosen this sector of the
hospitality and tourism industry because they believe that is sector has a lot of potential to
grow and a lot of new and creative ideas can be explored here. The Divine Group is a
conglomerate based out of New South Wales and has numerous business ventures including

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hotels, resorts, cotton mills and also has some mark in the iron industry of the country. The
group wishes to further develop the hotels wing of its operations because the Board feels like
there are many unturned stones left, which can be exploited to benefit both the company and
the society, in turn helping the country.
Current business operation
Divine Group believes that a greater attention can be paid to the tourism industry and
the hotel sector can rise to meet those requirements in the most careful and creative way
possible. The simple reason for this, is the fact that this sector directly serves and shelters the
direct agents of the industry itself, whose sole existence is the reason for the industry to
thrive: the humans (Jones et al. 2016). The sector has a lot of creative opportunities that
would enhance the tourist experiences by a great amount. Divine Group would be investing a
lot into the sector in the coming years.

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As can be seen from the above figure, the provinces of Victoria and New South Wales
are among the two most lucrative places to run a hotel business and this s the exact thing that
motivates Divine Group to work hard and operate as efficiently as they can.
Currently the Group already has an existence in the sector. The Group has some
hotels in some of the most prominent and biggest tourist destinations in the country. This
chain of hotels helps the Group to serve the customers to provide them with one of the
grandest experiences ever. The hotels are themselves umbrella networks which usher in
several other sectors to help it to exist and grow. The hotels take the service of these sectors,
and in turn gives back the community tenfold, which help them to forget the daily stress for a

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moment. The hotels, besides providing lodging, also give conducted tours at tourist
destinations, which further, in a more inclusive way, serve the customers in a more soul
enriching way. They also have the hotels all have state-of-the-art rooms and buildings are
concentrated on a single idea to serve the best. The hotels are built on the most serene places
where the nature acts as a womb and the tourists are all made to feel to be in the cusp of
mother Earth. These hotels also have plans where the tourists can be assisted by the experts
of the hotel staff who would take them to breathtaking adventures where they are bound to
make the most remarkable memories. The hotels truly believe that in order to redo the harm
we have already caused, as a species, to the planet, we must first understand the planet. These
hotels, therefore, also give ample notice to the environment while catering to the requirement
of the guests. A balance must be maintained where the humans and the nature can live
together (Hsiao et al. 2014). The human activities must be kept within the bound, because the
planet is to be given paramount priority. The hotels do everything they can, rather, to return
to the planet. They actively contribute to the environment themselves through planting trees
and running their own massive campaigns to bring about a global ban on plastic bags.

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The hotels also understand that the lifestyle of the customers have changed over the
years and need to be adhered to. The different choices of every single individual is celebrated
in these hotels and every customer is given as much of a customized service plan as possible.
Every small details are noticed and are used to understand the comfort needs of every person
and these are given lavish treatment. The pricing schemes of the different service packages
differ greatly from other hotels in the area. Even the prices of the services differ within the
hotel itself. To be honest, there are no set prices for the services that are offered, simply
because of the fact that every individual is given unique care and that makes having a
regularized price pattern almost impossible (Mitrokostas and Apostolakis 2013). Rather, the
hotels fix the pricing models based on the services the guests avail for themselves.

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The hotels are located in some of the most lucrative and tourist friendly places in the
country, including Victoria, Brisbane and Melbourne. The fact that these places are always
full with tourists, ensure year round business for the hotels and the Group can always be
assured that profit would be generated by every single of the hotels. This gives the Board of
Directors additional time to harness their resources to come up with new ideas and venture to
new areas.

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Future campaign
The Divine Group has many possible areas it can expand into. The hotel business is a
virtually never ending sector which can only grow and can only be able to offer newer
services to the customers, without having to cut slacks on the already existing ones.
The possibilities of expanding the industry rests upon the efficiency of the Group
regarding how does it promote itself to the customers: both the existing ones as well as the
potential ones. To do this, Divine has to launch extensive campaigns that would usher more
focus on the organization. Along with this, the Group also has to focus on being able to
deliver to the customers the idea about which services are provided by the hotels and what is
the specialty of each of the hotels based on their locations and local cultures. Widespread
advertising has to be done through every possible media platform and those platforms have to
be used as much as possible if Divine hopes to extend their business.
Social media platforms are one of the biggest and the most popular media forms in
today’s world. Divine Group has to remember that the youth make a huge portion of the
overall demography of both the country as well as the world. Those young adults and the
comparatively young people have to be reached out to. This can be easily achieved by using
social media. Almost everyone on the planet with an internet connection has online profiles
and they are sure to notice if any online campaign is done (Hudson and Thal 2013). Even
children use these social media websites. It is of common knowledge that the parents of the
children often take vacations and go to the hotels because their children want that. If these
social media can be used properly, chances are, the hotels would experience a greater number
of parents coming to spend more and more time there. Social media also helps organizations
in another aspect. A lot of people can be reached through single efforts and without having to
incur any extra costs; no wages have to be paid as there are no physical employees and the
online posts can be taken care by absolutely anyone who has the basic knowledge about how

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to operate the social media websites. It also reduces establishment costs (Ashley and Tuten
2015). Online campaigns help companies to save a lot of money and Divine Group is
particularly focusing on large scale social media campaigns.
Though social media is very effective, it has been seen that there are people who still
prefer their news to be read from newspapers and still likes advertisement leaflets being
handed to them. Traditional media campaigns using printing or radio can still reach lot of
people (Hays, Page and Buhalis 2013). Divine Group understands this perfectly and have
been planning to run advertisements in every leading newspaper of the country. While
internet has no bounds, physical newspapers and printed materials have mobility constraints.
Keeping this on mind, Divine has decided to promote each hotel at the local papers. The
services of each hotel would advertised on the papers that is most well known in the province
of the specific location of each of the hotel. Local radio is also to be used to broadcast
advertisements.
The Group has its own website which have details regarding every service that is
offered by the hotels as well as the unique features of the individual hotels. This website is to
be completely overhauled and revamped and new information is to be added so that the
customers can easily surf through the brochure and opt for the services that suite them the
best. The Group also has plans to recruit professional writers who would be developing
content on behalf of the hotels and write blogs to make sure that the hotels look even more
appealing to the customers. Existing customers are also given certain perks and extra
advantages financially if they help to promote the hotels to their friends and family. Blogs
and websites are also great ways to ensure reaching out too many people can be done easily
and in a more efficient way.

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New campaign strategies
In order to ensure the success of a company, the product or service that it offers has to
be correctly promoted. This can be done by using the marketing mix. The four Ps of the
marketing mix are basic pillars that help organisations to flourish. These four tenets are as
follows:
Product – This is the first thing that any company has to understand. A comprehensive idea
about the product that is being sold must be held by the organization. They have to have in
depth knowledge about the product they will be selling. Divine has already a clear idea about
what product and service would they offer.
Price – The pricing decision is the second most important thing of the marketing mix. Once
the organization has a firm idea about what is being sold, they can proceed to pricing the
product. The pricing bundle of the services of Divine Group will be kept the same as they are
now: the visitors will be charged according to the type of services they opt for or the services
they choose to avail for themselves.
Promotion – When the nature and the price of the product have already been decided upon,
the company can then get along with promoting the product to the potential customers. This
is a very vital stage, as this is where the difference is created between a successful company
and another one that is not. With proper promotion and advertising a huge chunk of market
share can be ensured. The already existing hotels already have a good base in the country.
These hotels will campaign on their own about the new projects that are being initiated by the
Group.
Place – Deciding on the location of the selling or promoting point of the product has to be
done very carefully. With the selection of the right location, maximum customer attention can
be ushered in. the hotels that are already existing would provide a great place to start the

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promotions as they already have a good customer inflow and if promotion is done in these
places, Divine is sure to capture a lot of customer attention.
New plans and recommendations
Divine Group has plans to expand their hotel business even further and going beyond
the conventional hotel services. They plan to move into the territories of the country that has
been untouched for this long because of the adverse weather. However, the risks of
contaminating the environment is real and the Group understands and acknowledges this very
well. It plans to move ahead with the plans only if the environmentalists and the government
sanctions the plans. The aboriginal people of the country are to be given the highest priorities
when it comes to the rights of the lands and Divine does not wish to do anything that would
in any way affect them or bring about a change in their lifestyle. The aboriginal tribes have
lived in these lands for much longer than the anyone else and their satisfaction is of
paramount necessity.
Divine plans to expand to the vicious Outback of the country where nature is at her
harshest and the visitors can be given an experience where they would feel aligned with the
nature. The humans are part of the planet and the nature transcends the earthly boundaries
and into the universe. The fact that everything is, in fact, connected, can work as a big

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revelation to the humans and motivate them greatly to protect the only planet where life
thrives. Divine wishes to accomplish this by making sure the most premium services can be
offered even in the roughest of conditions where nature is unforgiving. This would need
careful expansions and a lot of meticulous planning.
The already existing hotels would provide the new hotel with experienced staff who
can handle tricky situations efficiently and can manage to bring only the best to the visitors.
The tourists deserve all the luxury available and that is exactly what Divine plans to deliver.
Conclusion
From the above discussion it is clear that Divine Group is on the right track to expand
its business and go deeper into the tourism industry of the country. For now, the Group seeks
to have a great understanding of the overall operations and tricks of the industry. In future, if
everything yields positive e results, the Group would also be nurture the idea to expand
overseas. However, Divine is currently focused on expanding into new areas and would try to
make the best out of the opportunity that they are getting as of the moment. The plans are
being charted out carefully and are being analyzed even more meticulously so that the
planning does not go in vain and every plan is made into a reality. For now, the actions and
operations of Divine Group looks to be on the rise and the group hopes to profit the
maximum from it while making sure that the environment is also kept safe.

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References
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing, 32(1),
pp.15-27.
Hays, S., Page, S.J. and Buhalis, D., 2013. Social media as a destination marketing tool: its
use by national tourism organisations. Current issues in Tourism, 16(3), pp.211-239.
Hsiao, T.Y., Chuang, C.M., Kuo, N.W. and Yu, S.M.F., 2014. Establishing attributes of an
environmental management system for green hotel evaluation. International Journal of
Hospitality Management, 36, pp.197-208.
Hudson, S. and Thal, K., 2013. The impact of social media on the consumer decision process:
Implications for tourism marketing. Journal of Travel & Tourism Marketing, 30(1-2),
pp.156-160.
Jones, P., Jones, P., Hillier, D., Hillier, D., Comfort, D. and Comfort, D., 2016. Sustainability
in the hospitality industry: some personal reflections on corporate challenges and research
agendas. International Journal of Contemporary Hospitality Management, 28(1), pp.36-67.
Mitrokostas, E. and Apostolakis, A., 2013. Research note: Strategic corporate social
responsibility and competition in the tourism industry—A theoretical approach. Tourism
Economics, 19(4), pp.967-975.
Mok, C., Sparks, B. and Kadampully, J., 2013. Service quality management in hospitality,
tourism, and leisure. Routledge.
Riley, M., 2014. Human resource management in the hospitality and tourism industry.
Routledge.