Strategies and Investment for Park Hyatt Sydney

This portfolio aims to analyse strategies and propose an investment for a firm. In this portfolio, future strategies and plans are developed for Park Hyatt Sydney in relation with hospitality sector. Moreover, it also depicts how a 5-star hotel operates.

Running Head: MANAGEMENT 0
HOSPITALITY AND TOURISM
MARKET

MANAGEMENT 1
Contents
Overview .............................................................................................................................. 2
Present Corporate Operation ................................................................................................. 2
History .............................................................................................................................. 2
Place and Distribution ....................................................................................................... 2
Pricing of Rooms .............................................................................................................. 3
Amenities .......................................................................................................................... 3
Promotion ......................................................................................................................... 3
Vision, Mission and Values ............................................................................................... 4
Segmentation, Targeting and Positioning ........................................................................... 4
Recommended Future Campaign ........................................................................................... 4
Recommended Innovative Idea ............................................................................................. 5
References ............................................................................................................................ 7

MANAGEMENT 2
Overview
This portfolio aims to analyse strategies and propose an investment for a firm. In this portfolio,
future strategies and plans are developed for Park Hyatt Sydney in relation with hospitality
sector. Moreover, it also depicts how a 5-star hotel operates.
This business portfolio is drawn on several points including current business operations,
recommended future campaign and innovative ideas.
Present Corporate Operation
History
Jay Pritzker founded Park Hyatt in 1957 (Landau, 2013). The Hyatt Hotel Business owns and
runs various brands such as Grand Hyatt, Park Hyatt, Hyatt Regency, Hyatt Place, Hyatt
Vacation Club and so on. Until 2017, Hyatt owns 13 brands with more than 719 properties over
the globe.
Place and Distribution
Park Hyatt Sydney is situated on 7 Hickson Road, The Rocks Sydney, New South Wales,
Australia, 2000. There is a pleasing view of Sydney Opera House at Park Hyatt Sydney and it
also explores the vibrant Rocks village, occupied with cobbled laneways, cafés, fine art
gallerias, exhibition hall, and luxury stores (hyatt.com, 2018). In Australia, there are 7 Hyatt
from which 2 are located in Sydney named as Hyatt Regency Sydney and Park Hyatt Sydney.
In 2017, Hyatt was also announced as the best business hotels in Sydney as per 27 th Business
Traveller Asia Pacific Awards at Hong Kong.
Source: (by author)

MANAGEMENT 3
Pricing of Rooms
Guest room of Park Hyatt Sydney's s are delivering luxury contemporary and also residential
in style. Their hotel contains 155 guest rooms and suites where the largest rooms are of around
1,292 sq. meters. The average rate for 1 King Bedroom is $1,264, 1 King Deluxe for 1,309 and
1,364 and $1,900 around for Opera view Deluxe room (hyatt.com, 2018).
Source: (by author)
Amenities
The hotel has a rooftop pool with wonderful view of Sydney Harbour (Catherine, 2017).
Considering guest house, space sits right on the water edge with never-ending sights of the
Sydney Opera House. It is also backed by kitchen, outdoor terrace, and floor-to-ceiling glass
windows. There are fully equipped fitness centres with wide range of training equipment.
Exclusively, there is a gallery of Australian art on the floor focusing towards harbour city and
aboriginal history. With Opera House view, dining room offers varieties of drinks and foods.
Promotion
Last year to attract number of customers, hotel propelled the advertising campaign from 15
November with presenting of bonus points. In 2018 February, they have also launched “More
bonus points night after night” where the guest is allowed to get a free night or cash in lieu of
bonus points.

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In 2018, they also introduce cumulative numbers of offers where one can earn up To 60,000
bonus points (Ashwant, 2018). It bifurcation is like,
Source: (Hull, 2018)
Vision, Mission and Values
Hyatt value and culture is based on integrity, respect, creativity, and several shared core values.
Their mission is to provide unique experience to all the guests. Moreover, their vision statement
stands out on – “A world of understanding and care” (Subakti, 2013).
Segmentation, Targeting and Positioning
STP
Segmentations Leisure and Business customers.
Positioning High technology, Luxury
Target Customers High class, business travellers and visitors
Recommended Future Campaign
 Social Media – In this present competitive era, social media is considered to be the
most effective tool for advertising of products and business (Mangold and Faulds,
2009). All people wants to travel places however, they are also willing to attain best
aids from the guesthouse they visit. These benefits arise from various factors including
ambience of room, amenities, pricing and so on.

MANAGEMENT 5
One of the major strength of Hyatt is their location which allows every guest room
wonderful viewing experience. As Hyatt is currently using bonus promotion strategy,
they can also put this advertisement on various social media sites such as Facebook,
Twitter, Youtube, saying with an attractive quote like – “Want a free night at Hyatt?
Come to us and we will give you extra point for every stays!” As there are many users
present on these social media, it will be proved as cost-effective measures for the Hotel.
Source: (by author)
 Magazine – Effective promotion can also be done by using celebrities by expressing
about their self-experience when they visit there (Sweeney, Soutar and Mazzarol,
2008). Many celebrities had already waited at Hyatt includes Michael Bublé, Tom
Cruise and Elton John.
 Digital strategies – The communication efforts by many organisation already has been
increased via website, email, blog and app. For instance, Hyatt can also build up
Facebook page including all details of the company such as their website URL, email
address, telephone number, etc. In addition, for user convenience, Hyatt can also launch
an app for customers to register, price checking, check-in and out. Hyatt can also use
CRM (Customer Relationship Management ) tool so as to manage relationship
effectively between Hyatt and customers. Various CRM programmes are already
available in the market such as Microsoft Dynamic and Infusionsoft.
Recommended Innovative Idea
1. Check-in and out – Hyatt can bring an innovative platform where guests can check-
in-online with the help of a platform like a mobile application both on android and ios.
This will save lot of cost and time for both guest and reception. In addition, guests can
also check-out with just using of phone to complete the progress.

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2. FQAs – There are many standard questions and issues which guest want to know so
instead of contacting receptionist, they can just check in their mobile app which can get
the issues resolved quickly. It will also save the time of both guests and staffs.
3. Online service – Hyatt can also build up an online service system such as live chat or
customer care that can quickly respond to the guest request and needs.
4. Room service online system – With the help of hotel app, guest can also create and
place room service order instead of calling room service order.
5. Digital magazine and newspaper – Hyatt can also bring digital newspapers and
magazine online which give access to guest of various popular newspaper such as
Financial review, GoodFood, etc.
6. Lobby innovation – Various complementary services like free Wi-Fi, phone charging
stations, TV can be provided to guests while waiting to be served.

MANAGEMENT 7
References
Ashwant. (2018) Get 60,000 World of Hyatt points through November 2018! [ONLINE]
Available from: https://livefromalounge.boardingarea.com/2018/09/02/world-of-hyatt-bonus-
points-offer/ [Accessed 09/02/2019].
Catherine. (2017) Top 10 Hotels In Sydney With Views Of The Harbour [ONLINE] Available
from: https://trip101.com/article/hotels-in-sydney-with-views-of-the-harbour [Accessed
09/02/2019].
Hull, S. (2018) New World of Hyatt Promo: Earn Up To 60,000 Bonus Points [ONLINE]
Available from: https://thepointsguy.com/news/new-world-of-hyatt-promo-earn-up-to-60000-
bonus-points/ [Accessed 09/02/2019].
hyatt.com. (2018) Park Hyatt Sydney [ONLINE] Available from: https://www.hyatt.com/en-
US/hotel/australia/park-hyatt-sydney/sydph?offerCode=MYRATE [Accessed 09/02/2019].
hyatt.com. (2018) Park Hyatt Sydney [ONLINE] Available from:
https://www.hyatt.com/shop/sydph?location=sydph&checkinDate=2019-02-
10&checkoutDate=2019-02-11&rooms=1&adults=1&kids=0&rate=Standard [Accessed
09/02/2019].
Landau, J. (2013) Hyatt's housekeeper debacle. The CASE Journal, 9(2), pp.17-26.
Mangold, W.G. and Faulds, D.J. (2009) Social media: The new hybrid element of the
promotion mix. Business horizons, 52(4), pp.357-365.
Subakti, A.G. (2013) Hotelier: a Passion or a Profession?. Binus Business Review, 4(1), pp.111-
120.
Sweeney, J.C., Soutar, G.N. and Mazzarol, T. (2008) Factors influencing word of mouth
effectiveness: receiver perspectives. European journal of marketing, 42(3/4), pp.344-364.