Research on Novotel Wollongong North-Beach Hotel and Hospitality Industry

Research Topic:
Novotel Wollongon
North-Beach

INDUSTRY BACKGROUNG
 Novotel Wollongong North-Beach Hotel has
been serving its customers more than 100
years
 Currently run by Accor Hotel Group, which in
the hospitality industry for 50 years
 As Accor Hotel Group has been focusing on
introducing a chunk of new hotels all over the
world, it is deviating from its goal of customer
segmentation and retention in Australia, which
resulted into severe decline in the revenue of
Novotel Wollongong North-Beach Hotel as well
as the entire hospitality sector of Australia.

OBJECTIVES OF THE
RESEARCH
 Identify issues affecting Novotel Wollongong
North-Beach Hotel and the entire hospitality
industry as well.
 Gain knowledge about contemporary marketing
Trend
 Position of Novotel, in the competitive hospitality
industry of Australia.
 Suggesting effective marketing campaigns
 Identify strategies to retain customers and

RESEARCH PROBLEM
STATEMENT WITH QUESTIONS
Statement of Problem
Various trends affecting the hospitality as well as service industry; can be
considered as one of the major issues. Loopholes of the business model used in
providing strategic advantage is another issue to be dealt.
Research questions
The following are the research questions which would be analysed as answered:
RQ1. What would be the contemporary marketing trends which are prevailing in
the hospitality industry?
RQ2. In the competitive market of the industry, where does Novotel stands?
RQ3. Strategies taken in account by Novotel for differentiating itself from the
competitive market.
RQ4. Business model that is sued by Accor group and how does Novotel
Wollongong fit in that model.
RQ5. Strategic advantages if the business.