Business Plan Report: Analysis of Hallmark Hotel Performance

This report presents a comprehensive analysis of the Hallmark Hotel business plan, a subsidiary of the Topland Group. The hotel, located in Chester, UK, offers various services and amenities, including food and beverage, in-house dining, and event spaces. The report examines industry trends, key offerings, and marketing activities, highlighting the hotel's strengths in customer service and convenient location. Financial data, including EBITDA, Net Assets, and Profit After Tax, are analyzed to assess the hotel's financial health. The report also includes sales forecasts for the coming years. The evaluation indicates positive trends and potential for growth, particularly in marketing and financial performance. Employee development is recognized as a key area for improving operations. The conclusion emphasizes the hotel's strong position in the growing hospitality industry and its potential for future success, supported by marketing efforts and financial stability. The report references several sources, including Hallmark Hospitality Services, Hallmark Hotels, the Office for National Statistics, Topland, and Global Database.

B U S I N E S S P L A N
T H E Q U E E
N

INTRODUCTION
Hallmark Group of Hotels are
subsidiary of Topland Group
with 28 Hotels under the
brand
Hotel is situated in City Rd,
Chester CH1 3AH, UK
Mission Statement: become
‘the home of great
hospitality’
Hallmark Group of Hotels is
consisting of 2600 bedrooms
and 170 meeting rooms

TREND IN THE INDUSTRY
9,000
9,100
9,200
9,300
9,400
9,500
9,600
9,700
9,800 9,745
9,583
9,312 9,300
9,364
No of Enterprise
2017` 2016 2015 2014 2013
0
5,000
10,000
15,000
20,000
25,000
19,405 18,401 17,535 17,391
15,764
Total Turnover
2017 2016 2015 2014 2013

It is one of the hotel in United Kingdom, still following
the classic style
The hotel is situated in a convenient position of
Chester, near the station
It is one of the hotels that is well known for its
amenities
KEY OFFERINGS

HOTEL HALLMARKS: SERVICES
Hotel Operations
Reservations for
Guests
Quality Assurance of
the services
Setting Higher
Standards of Service
Staff Training for
better customer
handling
Food and
Beverages
Offering Foods and
Beverages
In House Dining
Involvement of
Engineering in Menu
Food Safety
Assurance

HOTEL HALLMARK: MARKETING
ACTIVITIES
Market Analysis
Sales Forecasting
Utilization of Social Media
Managing Website
Supporting Business Activities by Using SEO and SEM

HALLMARK HOTEL: FINANCIALS
0
200000
400000
600000
800000
1000000
1200000
1400000
1600000
1800000
EBITDA
2017 2016 2015
0
500000
1000000
1500000
2000000
2500000
3000000
Net Assets
2017 2016 2015
1
0
200000
400000
600000
800000
1000000
1200000
Profit After Tax
2017 2016 2015

HALLMARK HOTEL: SALES
FORECAST
2019 2020 2021 2022 2023 2024 2025
0
1
2
3
4
5
6
7
8
4.5 4.67 5.1
5.68 5.98 6.377 6.774
Sales Forecast
Sales Forecast

EVALUATION
Service
Strength of
Hotel Hallmark
is Positive
Indicator
against the
Competition
Employee
development is
one of the key
areas that can
contribute in
enhancing the
operations
Financial
Analysis Shows
a Fluctuations
in financial
activities
Marketing
Activities and
Key Offerings
shows a big
potential for
Hotel Hallmark
There is a
positive
indication from
the trend in the
Industry

CONCLUSION
• From the study the following factors has been identified;
• Hospitality is one of the growing industry
• Hallmark Hotel is one of the key players in the industry
• Marketing Activities are one of the major strength for the hotel
• Financial strength of the Net Assets is one of the most influential factor
• Forecast shows about the possibilities in the market for Hotel Hallmark

REFERENCES
Hallmarkhospitalityservices.com (2019). Hotel Management by Hallmark Hospitality Services. [online]
Hallmarkhospitalityservices.com. Available at: http://hallmarkhospitalityservices.com/services/ [Accessed 8 Mar. 2019].
Hallmarkhotels.co.uk. (2019). About us | Hallmark Hotels. Retrieved from https://www.hallmarkhotels.co.uk/about-hallmark/
Ons.gov.uk. (2019). Non-financial business economy, UK: Sections A to S - Office for National Statistics. Retrieved from
https://www.ons.gov.uk/businessindustryandtrade/business/businessservices/datasets/uknonfinancialbusinesseconomyannual
businesssurveysectionsas
Topland.co.uk (2019). Topland. [online] Topland.co.uk. Available at: https://www.topland.co.uk/business/hotels [Accessed 8 Mar.
2019].
Uk.globaldatabase.com. (2019). Retrieved from https://uk.globaldatabase.com/company/hallmark-hotels-the-belfry-limited