Business Development Plan for Radisson Blu in Larnaca, Cyprus

Running Head: RADISSON BLU 0
Hospitality Industry Studies
Student Details
3/5/2019

Radisson Blu 1
Executive Summary
This report discuss about the business development plan for Radisson Blu in Larnaca in
Cyprus. From the previous assignment which discuss about the SWOT analysis, it has been
identified several weaknesses, opportunities, and threats for the Radisson Blu which resulted
in developing different strategies for the hotel to deal with such challenges and threats.
SWOT analysis described threat of competition from other competitors which resulted in
developing differentiating and Kotler’s positioning strategy for price and quality. Opportunity
for the hotel lies in the fact that market trends are changing continuously and frequently and
today customers want luxurious services and thus Radisson Blu included product strategy to
provide best quality services and products to the customers which also differentiate them
from their competitors. To reach more number of visitors and guests, hotel has focused on
promotional strategies which include using various techniques for promoting its services and
brand.

Radisson Blu 2
Contents
Executive Summary...................................................................................................................1
Introduction................................................................................................................................3
Detailed Plan and Implementation.............................................................................................4
Market Analysis.....................................................................................................................4
Product Strategies...................................................................................................................5
Guestrooms and Suites.......................................................................................................5
Restaurants and Bars..............................................................................................................6
Competition Strategies...........................................................................................................7
Promotional Strategies...........................................................................................................8
Conclusion................................................................................................................................10
References................................................................................................................................11

Radisson Blu 3
Introduction
Radisson Blu is an upper upscale brand in hotel industry which provides personalized and
positive services to the customers. Radisson Blu hotel has started its new branch in Larnaca,
Cyprus. Cyprus is considered as one of the oldest inhabited countries in the world and thus is
a perfect location for the hotel opening enhancing the growing business of Radisson Blu and
the tourist profile of the town where more than two million tourists visit every hour (Cyprus
Hotel Association, 2019). It is the first business hotel of Cyprus which is located in the centre
of Larnaca, 10 minute away from the international Airport. Radisson Blu announced its
Master Development Agreement with SunnySeeker Hotel in Cyprus to develop and grow its
already existing profile further up-to six hotels in the country and almost 1000 rooms by the
year 2025 (Brussels, 2019).
Source: (Radisson Blu, 2017)
The location for the hotel is strategically selected in city centre at southern shore facing
towards sea port. This hotel provides visitors with the experience of both the modern and
ancient culture of Larnaca as well as its prospering port industry. Facilities of hotel include
54 standard and superior guest rooms, 52 business rooms, access to high speed internet, in-
room mini bars and movies (Fox, 2018). Visitors can enjoy the meals in their rooms as well
in on-site restaurants. Other facilities include outdoor pool, modern fitness room, and spa
rooms to provide various treatments. Strong and unique personality and identity of hotel