Hotel & Hospitality Management: Assignment
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Added on 2021-06-16
Hotel & Hospitality Management: Assignment
Added on 2021-06-16
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1HOTEL & HOSPITALITY MANAGEMENTHotel & Hospitality ManagementName of the StudentName of the UniversityAuthor note
2HOTEL & HOSPITALITY MANAGEMENT The essay deals with the Banyan Tree Holdings Ltd, an international hospitality brandpopular for hotels, resorts, and spas. It is well established in America, Africa, Asia, and MiddleEast. It is rooted in Singapore since 1994 (Ho and De Meyer 2017). The aim of the essay is toidentify and discuss the overall business strategy adopted by the Banyan Tree up to 2006. Oncomparing with the present strategies the essay discuses if the previous strategies wereemployed, it would have led to success of the business or not. Further, the essay considers if thenew strategies need to be employed in view of the current hyper-competitive environment.Leadership that had been shown by Ho Kwon king had been truly seen to mesmerise thepresent day leaders. This is mainly because in the old generation, leaders primarily focused theirleadership tactics on safe practices. They used to follow the trend that are contemporary andrarely used to take innovative strategies in their leadership. It was seen that in the years of thesaid leader, most of the marketing strategies to complete in the market sphere was mainly basedon lowering the cost of the products as well as the services for the consumers. At that time, itwas mainly seen that lowering the cost through low cost production services used to attractconsumers. However, he believed that this couldn’t be the main formula as consumers may notbe always satisfied with low cost hotel but may also look for newer innovative things ofpleasure. Therefore, at that time only, he tried to implement many new features in his hotelsother than low cost rooms and services. It can be stated that his creative and innovative thinkingwas not only appreciable at that time of his foundation of the hotel but such ideas of innovationshould also be practiced in the modern days by nay leaders who want to make their names n thehotel industry (ENZ and Farhoomand 2018).Two decades back only, the concept of transformational as well as charismatic leadershipas well as management styles were not very common. Autocratic leaders used to call the shots
3HOTEL & HOSPITALITY MANAGEMENTand their style of management was strict. They used to provide very little scope of suggestionsand feedbacks from employees. They determined their own decisions to be the last decisions thatthe employees just need to follow. However, in the era only, Ho was found to be quite differentand therefore his management of team and the culture of the workplace that he proposed tofollow was quite different. It was seen that he was high on his emotional intelligence andconsidered his members as families who need to work together for achievement of goals andaspirations. It was seen that he would care for the emotional, mental, physical and financialneeds of the workers that made them feel included in the organisation. As a result, the dedicationthat they gave towards the work had made the organisation reach the zenith of success. What thehotel industry leaders are trying to do now was achieved by Ho many decades back. Even thepresent day leaders can take ideas from the way he developed the work culture as well asmission, vision, and his team s that they can also become successful like Ho’s organisation (Hoand De Meyer 2017).Branding was one of the most important arena that the leader had focused on. He wasvery particular about the target audience and therefore his clear goals and objective helped indeveloping of a brand image that were associated with luxury pools and spas. This brandingattracted consumers who wanted romantic, luxury, intimacy as well as rejuvenation. Even thesister brand that was launched also had the same branding consistency and very little dilutionwas made in the branding arena. Though the cost was, lower that attracted the youngergeneration with lovely interior decorations and similar other services, ho did not allow anydilution of the branding and wanted this to be the only source of marketing and branding. He wasalways concerned on the fact about more innovations could be introduced without creating naydilutions in the branding. Therefore, he promoted the spa service and started providing training
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