Rydges Hotel: Business Development Report - Analysis and Strategies

This report provides a comprehensive analysis of Rydges Hotel, examining various aspects of its operations and strategic positioning within the Australian and global tourism market. The study delves into the hotel's background, including its locations, service offerings, and market presence. It explores key issues, such as location strategy and service quality, and proposes several strategies for improvement, including effective product promotion, increased awareness of services, and service enhancement through technological advancements. The report includes a project timeline, outlines anticipated outcomes such as revenue generation and customer base expansion, and offers a competitive analysis comparing Rydges to other hotel chains. Customer suggestions are also considered, emphasizing the importance of feedback channels and targeting younger demographics. Overall, the report aims to provide a detailed overview of Rydges Hotel's current state and propose actionable strategies for future growth and development.

RYDGES HOTEL SUMMARY
Name of the Student
Name of University
Author Note

Table of Contents
Summary..........................................................................................................................................2
Overview......................................................................................................................................2
Background..................................................................................................................................2
Issues like location and etc..........................................................................................................3
Method.........................................................................................................................................3
Proposed Strategies......................................................................................................................4
Project timeline............................................................................................................................5
Outcome.......................................................................................................................................6
Reference.....................................................................................................................................7
Appendix..........................................................................................................................................9
Competitive analysis....................................................................................................................9
Market position..........................................................................................................................11
Customer suggestion..................................................................................................................11
Business Model..........................................................................................................................12
Balance scorecard/ Matrix/ KPI customer, employee, finance..................................................15

Summary
Overview
The study is a summary of Ridges hotel focused towards analyzing separately the various
aspects that are connected with the functions of the company. The operational aspects of hotels
depend on a wide number of factors. These factors are essentially evaluated through the
summary. The case of the hotel is studied. The operational aspects of the Rydges hotel in
Australia are analyzed to understand the overall operations of the organization (Rydges Hotels &
Resorts, 2019). The government of Australia is focused on continuously improving the standards
of tourism in the country. The hotel sector is hence one of the prime sectors that is being
projected to earn most of the revenue that is generated by the industry.
Background
The organization selected for the study is the Rydges hotel in Sydney (Rydges Hotels &
Resorts, 2019). The hotels is currently one of the best hotels operating in Sydney. The focus in
regards to the operational aspects of the hotel is quality. As of now Ridges Hotel has branches
across various locations in Australia and New Zealand. The service quality of the hotel is
efficient in terms of timeliness, environment and scope. The hotel currently accommodates
around 1 million guests year round. The company is a subsidiary of the ASX. Apart from
providing accommodation services, the company also provides event management and
entertainment services. Hence, it becomes important that essential quality is maintained even
with regards to these services that are offered. The company has wide reaching global functions
and the quality offered also depend on the demands of the specific market of operations. Apart
from Australia and New Zealand, the company is also present in England.

Issues like location and etc
The location of the hotel is primarily in Sydney, Australia. However, other important
branches are located at other places in Australia and New Zealand. The company also has
significant presence in England. Some of the more important services that are offered by the
hotel are Rydges hotels and resorts, Rydges Residencies, Bell City, Le Student and many other
similar facilities. Some of the most important locations are Sydney, Melbourne, Perth, Brisbane,
Adelaide, Auckland and Wellington (Rydges Hotels & Resorts, 2019). The locations are
essential for the hotel as they are mostly located at the heart of all the above mentioned cities. It
is important to note that like all hotels location is also a significant part of the strategy of the
Rydges. The Australian hotels are mostly located in citie, focused towards attracting the tourists
that mostly visit the urban locations of the country. In New Zealand apart from the main urban
conglomerations, the hotels are also located in many places of scenic natural beauty in the more
rural zones of the country.
Method
The methods that are utilized to understand the feasibility of the project are based on
qualitative data. Exploratory research has been used in order to understand the entire market and
business standards that are utilized by the organization. Exploratory research is used as it can
help to provide a framework through which the holistic understanding of the business operations
of the Rydges hotel can be derived. Exploratory research designs help to evaluate problems that
are not clearly defined. In this case such a problem is in regards to the effective operations of the
Rydges organization (Krippendorff, 2018). The qualitative research helps to understand the

essential literatures that have provided valuable insights in to organizational management and
strategies.
Proposed Strategies
Various strategies can be implemented by the Ridges group in order to ensure the
sustained effective performance of the organization. The strategies should be focused towards
achieving essential outcomes concerning the sustainable growth and developmental prospects of
the organization. Firstly, an important strategy that the organization can use is effective product
promotion. New customer bases need to be identified for the organization. A large customer base
is being created in the travel and tourism sector due to the emergence of the business classes.
People are visiting Australia due to the better business propositions that the country is offering.
The emergence of this sector has also boosted travel and tourism across the country. The focus of
the Rydges group should be towards utilizing the tremendous market potential of this class.
Better marketing will ensure improved performance potential of the organization. Secondly, an
important strategy to improve the performance of the organization would be creating awareness
(Pereira-Moliner et al., 2016). The Rydges hotels provide many essential services apart from
accommodation. Hence, the services such as entertainment and event management should be
provided greater emphasis. These are the services that are required more often by the customers
across the cities where the organization operates. However, these are not the only factors for
which awareness needs to be created. The organization should project all its essential functions
in order to create greater awareness about its products. The company should also engage in more
CSR oriented activities to increase its public relations. Quality of service is also a significant
aspect that needs to be improved and promoted subsequently. Thirdly, an important strategy that
can be taken is service enhancement (Ferguson, 2016). Accommodation industry businesses rely

much on the services that they provide to improve their productive functions. It is important that
the organization pays greater emphasis on the improvement of services. As mentioned in the
previous assignments. Service quality enhancement would also require the usage of better
technology. For this the organization would have to rely on the customer management
technologies that are currently in use across organizations. The three strategies can improve the
various performance related aspects of the organization (Cetin, Demirciftci & Bilgihan, 2016).
The Rydge group have to consider all the factors that affect is business.
Project timeline
Activity Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7
Primary
Planning
Market
Research
Acquiring
resources
Creating
Framework
Primary
implementati
on

Final
implementati
on
The entire project and implementation plan would take an estimated 7 months to be completed.
All the essential factors would be considered for the effective implementation of the plan.
Outcome
The essential outcomes that are intended to be brought forward through the project
depends on the effective and efficient implementation of the planned activities. The most
anticipated outcomes are better generation of revenue, increasing customer base, implementation
of sustainable development plan and formation of an effective future growth path for the
organization.

Reference
About Quest Apartment Hotels | Serviced Apartments | Quest Apartment Hotels. (2019).
Retrieved from https://www.questapartments.com.au/about-quest
Cetin, G., Demirciftci, T., & Bilgihan, A. (2016). Meeting revenue management challenges:
Knowledge, skills and abilities. International Journal of Hospitality Management, 57,
132-142.
Ferguson, D. L. (2016). Customer relationship enhancements from corporate social responsibility
activities within the hospitality sector: Empirical research from Vietnam. Corporate
Reputation Review, 19(3), 244-262.
Huang Yin, C., Goh, E., & Law, R. (2019). Developing inter-organizational relationships with
online travel agencies (OTAs) and the hotel industry. Journal of Travel & Tourism
Marketing, 36(4), 428-442
Kimes, S. E., & Wirtz, J. (2015). Revenue management: Advanced strategies and tools to
enhance firm profitability. Foundations and Trends® in Marketing, 8(1), 1-68.
Krippendorff, K. (2018). Content analysis: An introduction to its methodology. Sage
publications.
Pereira-Moliner, J., Pertusa-Ortega, E. M., Tarí, J. J., López-Gamero, M. D., & Molina-Azorín,
J. F. (2016). Organizational design, quality management and competitive advantage in
hotels. International Journal of Contemporary Hospitality Management, 28(4), 762-784.
Rydges Hotels & Resorts | Australian Owned and Operated Hotels. (2019). Retrieved from
https://www.rydges.com/

www.bestwestern.com (2019). Retrieved from
https://www.bestwestern.com/en_US/hotels/destinations/worldwide-hotels/Oceania.html?
iata=00172960&aff=BAU&ssob=PSINTAU04I&cid=PSINTAU04I:googleaw:general:b
wbrand&gclid=EAIaIQobChMIzNqD6Nze4QIV0gorCh1fVwW8EAAYASAAEgJn9_D
_BwE

Appendix
Competitive analysis
Hotel Founded USP Branches Customer
Segment
Expansion
planning
Quest 1999 Provides
apartment
hotels to attract
a wide range of
customers. The
hotel are
available at
many places
and provides
high end
services at
reasonable
costs. Quest is
a hotel that is
mostly focused
on providing
essential
accommodation
160
properties in
countries of
Australia, Fiji
and New
Zealand.
The company
mostly
focuses on
millennial
customers,
business
customers and
travelers. The
customer
segment can
further be
divided into
higher income
and medium
income
groups.
It is engaged
in the Road
Project that is
focused
towards
providing
more
technologicall
y efficient
hotel rooms to
the customers.
Moreover, the
hotel is
planning to
open services
at newer areas
across
Australia,

services to
travelers,
millennials and
business
customers. The
company
provides rooms
that come with
essential
facilities that
can help the
business
customers.
More, the hotel
over various
added services
to its customers
like recreation
facilities. They
market
themselves as
apartment
hotels and
New Zealand
and England.

focuses on
specializing in
the same. They
also focus on
providing a
homely place
that feels like
an apartment
owned by the
customers
rather than a
hotel. Hence,
the USP is a
nice homely
place along
with every
other normal
hotel facilities.
Best Western 1946 Provides
almost five star
accommodation
services at
relatively lower
205
properties
across
Australia and
The hotel
normally is
focused
towards
attracting
The hotel
wants to
expand
further in the
eco-tourism