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Queenstown Park Boutique Hotel

   

Added on  2020-03-16

16 Pages2908 Words58 Views
Running head: THE HOSPITALITY AND TOURISM MARKETThe Hospitality and Tourism MarketName of the StudentName of the UniversityAuthor note

1THE HOSPITALITY AND TOURISM MARKETExecutive SummaryQueenstown Park Boutique Hotel is a 5-star haven for accommodation during all seasons. Thehotel is boutique, yet has a completely modern romantic style and is known for their exclusiveservice in the adventure capital of New Zealand. As a boutique hotel they have very recentlyfound success by means of provision of unique cultural experience to the guests. As because theyare a new entrant into the Australian market, the major competitors would comprise of both thestandard hotels as well as the established boutique hotels in Melbourne. This report hasattempted at analyzing the different elements that needs importance while preparing for anIntegrated Marketing Campaign for the hotel.

2THE HOSPITALITY AND TOURISM MARKETTable of ContentsIntroduction......................................................................................................................................3Current Business Operation.............................................................................................................3Recommended Future Campaign....................................................................................................8Recommended New or Innovative Idea........................................................................................11Conclusion.....................................................................................................................................12References and Bibliography.........................................................................................................13

3THE HOSPITALITY AND TOURISM MARKETIntroduction Queenstown Park Boutique Hotel is a 5-star haven for accommodation during all seasons.The hotel is boutique, yet has a completely modern romantic style and is known for theirexclusive service in the adventure capital of New Zealand. The hotel is a designer luxuryaccommodation that is set in the peaceful parklands and provides the guests with the option ofsavoring the majestic mountain views of Queenstown. There is easy access available towards thevibrant town center that nestles the shopping centers, nightlife and cafes, situated right on theshores of the beautiful Lake Wakatipu. The hotel contains 19 luxury suites and rooms. As aboutique hotel they have very recently found success by means of provision of unique culturalexperience to the guests. As because they are a new entrant into the Australian market, the majorcompetitors would comprise of both the standard hotels as well as the established boutique hotelsin Melbourne like The Cullen and The Prince which are situated in the culturally popular areaslike Prahran and St. Kilda. The hotel mainly targets cultural enthusiasts who visit Melbournefrom other Australian cities. Limited rooms and median prices helps them in maintaining adegree of exclusivity (Queenstown Park Hotel 2017). Current Business Operation The operations of Queenstown Park Boutique Hotel presently do not comprise of hugeamounts of advertising. Instead of that, the hotel group concentrates on building a very strongand visually appealing brand image that is generated with the help of word of mouth publicityand press. Similar to their dedicated efforts in building brand awareness and interests with thehelp of non-traditional methods and social media, the Australian counterpart would also placesimilar focus on incorporating traditional methods and social media for combating lower brand

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