Four Seasons London Hotel: Revenue Management Analysis and Strategies

This report provides an analysis of the Four Seasons Hotel London's revenue management strategies. It begins with an introduction to the hotel, its history, and its current market position. The report examines the hotel's strengths, weaknesses, opportunities, and threats (SWOT) and discusses the current market trends. The report also analyzes the hotel's price points, performance, services, and facilities. The report proposes a digital marketing strategy to enhance the hotel's awareness and recommends improvements. The vision and mission statements of the hotel are also presented. Finally, the report concludes with a recommendation for the hotel to adopt a digital marketing strategy that utilizes various social media platforms. The report references relevant research in hospitality and customer relationship management.

Hotel Revenue
Management
(COMPONENT 2)

Introduction
The PPT is based on Four Seasons
London Hotel functioning in
hospitality sector. This entity
provides accommodation facilities
to people across the globe. With its
impeccable customer services, the
hotel management seeks to retain
the guests for a long time period.

The age and location of the hotel
Four Seasons Hotel London is more than 60 years old from
now. This hotel was founded within the year 1960 by the
Canadian businessman Isadore Sharp. The respective hotel is
acknowledge to be having its headquarter within Toronto,
Ontario, Canada.

Current markets, trends and opportunities
Four Seasons Hotel London works greatly on the aspects of
business internal as well as on the basis of external market
conditions. This enables the hotel to effectively perform its
business as by analyzing the market trends, Four Seasons Hotel
London gets the framework for its further planning and
execution of marketing operations.

Current situation of hotel in terms of price
points, performance, services and facilities
The hotel significantly holds the most effective position in the
market of hospitality and accommodation industry. Four Seasons
Hotel London is remarked with the 5 star rating which states it as
the highest quality service provider hotel among its competition.
The services and facilities of the hotel are quite appreciable as it
provides the distinctive services from housekeeping to customer
services to restaurant.

SWOT analysis
Strengths Weakness
 Four Seasons has a strong
foundation in the hospitality sector
due to its effective sustainability in
the market from past 60 years.
 The lack of innovative approaches
within its services and facility
providing criteria acts as one of its
biggest weakness.
Opportunities Threats
 The hotel can provide rooms at
budget rates to gain the attention of
lower class sections of society also.
 Increasing number of five star
hotels in hospitality and
accommodation industry of UK are
its major threat.

Team developed plan and vision for hotel
As per SWOT analysis, it has been inferred by the team that Four
Seasons London is facing intense rivalry owing to the existence
of large number of hospitality organisations operating within the
confines of United Kingdom. Further, it has been analysed that
the entity can make use of digital marketing strategy to gain the
attention of those individuals who are still not aware of the high
quality services provided by the hotel.

Vision for the hotel
The vision set by the management company for Four Seasons
Hotel London is laid down as follows:-
“To become the leading corporation across the global
hospitality sector”.

Vision and Mission statement
The mission and vision of Four Seasons London are stated under:-
Vision – “To acquire the largest share of the hospitality market
around the world and to become the leading Five Star Hotel
worldwide”.
Mission – “To provide the most premium and genuine services to
the visitors by ensuring the maximum level of quality in the
services”.

Management company offer to run hotel
As a management company, complete guidance can be provided
to Four Seasons Hotel London regarding the manner in which it
can enhance its awareness among individuals across the globe.
The management corporation in relation to running the hotel
would make sure that people across the world are made aware of
the high quality accommodation services provided by the
respective hospitality organization.

Recommended strategy for improvement
The management company proposes the hotel to make use of a
digital marketing strategy consisting of social media marketing
whereby the main emphasis would not just be on Facebook but
on the employment of right mix of social media platform to
build its networking amidst the audience. In this regard, the
management company has proposed that Four Seasons Hotel
London should make use of platforms other than Facebook also.

Hotel development project plan
Four Seasons Hotel London would make an effective plan
to implement the strategy of digital marketing within the
confines of its premises. This will aid the entity to reach wide
base of audience. For this purpose, it will run campaigns and
direct booking ads over Google+, Instagram, Snapchat and
Facebook.