Strategic Management in International Hospitality

This presentation provides an overview of strategic management in the international hospitality industry, focusing on Hyatt Regency. It includes a competitive analysis of Hyatt's competitors, a positioning map, insights into Hyatt's business and market strategies, and its mission, vision, and goals. The presentation also includes references for further reading.


Strategic
Management in
International
Hospitality
Hyatt Regency
Student Details:


 International hospitality company having 55+ year
history with a long-term strategic management focus
 Having more than 587 properties worldwide
 Having presence in 50 countries including various
key gateway cities
 Franchisor, Owner and Manager
 Having multiple earning tools and strong balance
sheets
 Own 97,000+ associates with an experienced
management team (Hyatt, 2019)
Hyatt: an
Overview


 Hyatt’s three competitors are Accor Hotels,
Four Seasons and Hilton hotels (Nickson,
2013).
Competitive Analysis


 By using positioning map, evaluating the threats of above said
3 competitors we compared their products and services and
results are:
Competitive Analysis contd.
Compari
son
factor
Hyatt
Regen
cy
Accor
Hotels
Four
Season
s
Hilton
Hotels
Rooms best better good better
Service best best good best
Location best best best best
Atmosphe
re, layout
and décor
best best good good
Amenities best best better better


 By using positioning map identification of
relative positions of the Hyatt Regency among
its key competitors has been done (Bhavani,
2013).
 The positioning map is the diagram drawn for
illustrating the customer ‘s perception of the
Hyatt Regency business' offering
 Based on quality, price, or rest product
benefits positioning map has been created
(Buhalis & Crotts, 2013).
Positioning Map


Positioning Map


 Positioning Map of Hyatt is the base of its competitors’ analysis.
 The competitors chosen are:
 Brand A: Accor Hotels; position- I quadrant of the map
 Brand B: Hilton Hotels; position- I quadrant of the map
 Brand C: Hyatt Regency; position- I quadrant of the map
 Brand D: Four Seasons; position- IV quadrant of the map
 Brand E: Starwoods; position- IV quadrant of the map (Woo Gyon
Kim & Hyun, 2008).
Positioning Map (PM)

 The supportive data for the created PM are shown below:
 Hyatt is an international
hospitality platform which own:
High-quality hotels
Multi-located desirable markets
Great operating leverage
Experienced Management Team
Strategic hospitality management
(Morphew, 2009)
Positioning Map
contd.


 Hyatt Regency is leading the international hotels
market and growing their business exponentially.
 Hyatt is considerably enhancing their presence within
attractive markets all across the globe (Hyatt, 2019).
 Increasing no of hotels while concentrating on sites
 Developing new hotels while converting existing ones
 Focusing on franchises and offering lower prices
 Acquiring other hotel brands for expanding own
presence worldwide
Business and Market


 Mission of Hyatt Regency: to offer an authentic
hospitality through providing a difference in
the daily lives of the people (Hyatt, 2019).
 Goal is to become the most preferable hotel
brand internationally within every segment
 Vision: proving a world of care and
understanding
 Unique differentiating features: integrity,
respect, humility, empathy, creativity, and fun
while delivering best quality worldwide.
Mission, Vision and
Goals


References
Bhavani, M. (2013). Customer’s expectations of hospitality services–a study on five star hotels in
Hyderabad city.
Journal of Management and Science, 3(4), 16-22.
Bowie, D., Buttle, F., Brookes, M., & Mariussen, A. (2016).
Hospitality marketing. London: Routledge.
Buhalis, D., & Crotts, J. (2013).
Global alliances in tourism and hospitality management. LOndon :
Routledge.
Enz, C. (2009).
Hospitality strategic management: Concepts and cases. UK: John Wiley and Sons.
Hyatt. (2019).
OUR COMPANY. Retrieved from Hyatt: http://investors.hyatt.com/investor-
relations/our-company/default.aspx
Nickson, D. (2013).
Human resource management for hospitality, tourism and events. London:
Routledge.
Senior, M., & Morphew, R. (2009). Competitive strategies in the budget hotel sector.
international
journal of Contemporary Hospitality Managemnt, 2(3).
Woo Gon Kim, B., & Hyun, J. (2008). Multidimensional Customer-Based Brand Equity and Its
Consequences in Midpriced Hotels.
Journal of Hospitality & Tourism Research, 32(2), 235-
254.