HOSP 6010: Luxury Living Hotel Business Plan - Winter 2019 Capstone

This business plan outlines the entry strategy for Luxury Living Hotel into the Hawaiian market, targeting upper-class customers with superior accommodation services. The plan includes a mission statement focused on enhancing customer experience, creating employment opportunities, and achieving top position in the Hawaiian hotel industry. The business model emphasizes value creation through quality services, strategic partnerships with suppliers, and high revenue generation. Key components include a SMART analysis, a business canvas detailing key partners, activities, value propositions, customer relationships, and revenue streams. The plan also addresses measurable objectives for each department and financial budgets, aiming for significant growth in revenue and profit within three years. The analysis relies on HOTS performance data to cover key areas and provide strong financial reports.

Running head: BUSINESS PLAN OF A HOTEL
Business Plan of a Hotel
Name of the Student:
Name of the University:
Author Note:

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BUSINESS PLAN OF A HOTEL
1. Executive summary:
The study shows that the Luxury Living Hotel should enter the Hawaiian economy to
cater to the upper class customers. The mission statement of the premium hotel would be
providing superior accommodation services to customers to enhance their customer experience.
The hotel would create employment opportunities, thus adding value to the economy of Hawaii.
The vision of the company should be generating higher revenue and gain the top position in the
Hawaiian hotel industry. The business model shows that the hotel should aim to create value for
the customers by providing superior quality accommodation services, food and drinks and
ancillary facilities. The Luxury Living Hotel Limited in order to create value for customers
would be required to partner with a large numbers of suppliers. The hotel company should aim to
generate high revenue as shown in the business model. Finally, the SMART analysis shows that
the business targets of the hotel qualifies the SMART parameters.

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BUSINESS PLAN OF A HOTEL
Table of Contents
1. Executive summary:................................................................................................................1
2. Mission/Vision statement/values/positioning:.............................................................................3
3. Discussion of the the Business Canvas:.......................................................................................4
Upper class customers residing in Canada................................................................................11
Upper class foreign customers...................................................................................................11
Corporate customers..................................................................................................................11
Fixed cost:..................................................................................................................................13
Variable cost:.............................................................................................................................14
Semi-variable cost:....................................................................................................................14
i. Revenue Streams:.......................................................................................................................14
Food and beverage:....................................................................................................................15
Value addition services:.............................................................................................................15
References:....................................................................................................................................19

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BUSINESS PLAN OF A HOTEL
2. Mission/Vision statement/values/positioning:
The mission statement mainly centres on two aspects of its business: hospitality and high
positive effect. It tends to believe in being the friendliest organization of the world. The mission
statement is to be the most welcoming and generous company across the world by creating
earnest experience for guests, significant opportunities for the team members, high worth for
owners and an optimistic impact in the communities (Kucukusta, Mak, A & Chan,2013). A
vision is the direction to future for any organization. In easy words, it sums up what type of
future, the brand or the company imagines for itself and the plan to reach there. Therefore,, a
vision should not address vaguely. The vision statement is to fill the world with the glow and
warmness of hospitality by delivering outstanding experience in every hotel, for every guest each
time. In three years’ times, the revenue and profit are predicted to grow by USD 6920862 which
is certainly overwhelming (Jayawardena et al.,2013). The maximum of room unit in the area are
condos. The customers will be offered a different accommodation experience that cannot be
established in any of the area's condo complex or hotels. They will be experienced with a
comfortable, affable environment that will assure a free ski rental shop with outfits and can
purchase ski passes (Chan, 2014). The hotel aims to have 19985 rooms available with an
REVPAR (Revenue per available room of $ 4955253 Therefore, the number of employees,
stakeholders, local business community and managers will have a rapid rise in the industry
increasing the overall business revenue. The business model would be capital efficient, highly
flexible with marvelous growth prospective around the world resultant in opportunities for the
team members and finest returns for the hotel owners and the shareholders. The values are based
on certain principles: hospitality, which is this, is the most important passion of the organization.
Integrity: another core value that tends to believe not just in doing stuff right but also all of the

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right things. Leadership: Leadership is just as essential to performance and wants to be the
industry and community leader. Teamwork, includes a person is encouraged to work with the
team. Ownership includes a sense of belonging and accountable for self actions and decisions.
Luxury living hotel Limited pursues multi-segment kind of positioning which is targeting more
than one sector of customers at the same time with unlike brands within its range.
3. Discussion of the the Business Canvas:
The business model canvas of Luxury Living Hotel Limited is as follows:
Business Model of Luxury Living Hotel Limited, Canada
Key Partners Key activities
Value
proposition
Customer
relationship
Customer
segments
1. Suppliers of
the basic raw
materials like
meat, eggs and
vegetables.
2. Suppliers of
packaging
materials.
3. Suppliers of
accommodation
assets like
furniture,
artefacts, carpets
etc
4. The suppliers
of room articles
like pillows, bed
sheets and bed
accessories.
5. Suppliers of
alcohol
6. Suppliers of
electrical fittings
7. Employee,
management
8. Banks and
financing
companies
9. Marketing and
branding partners
10. Suppliers of
1. Provision of
premium
accommodation
facilities
2. Provision of superior
food and drinks to
guests
3. Provision of work
class ancillary services
like leisure club and
second bar
1. Superior
accommodation
services to
customers to
maximise their
hotel stay
experience
2. Superior
food and
beverage, thus
enhancing the
customer
experience
3. Building
long term
relationship
with customers
1. Relationship with
customers by offering
world class
accommodation
experience
2. Round the clock
support to customers
on telephone and
email.
3. Discounts and
product bundling to
enhance customer
purchase value.
4. Continuous
communication with
customers on the
social media to gain
their valuable
feedback
1. Upper
class
customers
residing in
Canada
2. Upper
class foreign
customers
3. Corporate
customers
Key Resources Channels
Financial resources,
material resources,
technological resources,
plant and machinery,
human resources
Brick and mortar
hotel, official
website, social media,
ecommerce

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BUSINESS PLAN OF A HOTEL
crockery Cost structure Revenue structure
Room expense, F&B, operating
departmental costs, administrative and
general costs, sales and marketing costs,
property taxes and insurance, bank charges ,
insurance expenses and depreciation
Sale target of 19985 rooms $ 6290682
a. Key Partners:
The Luxury Living Hotel Limited would be a premium hotel housed in Hawaii and would
require to partner with several firms to ensure its smooth customer services. The first key partner
of the hotel would be the suppliers of the basic raw materials which the hotel would use to
prepare food items which it would be required to offer the guests in order to generate high
revenue. This class of suppliers would consist of suppliers of meat, eggs and fishes of different
types. The second class of suppliers of packaging materials which the hotel would use to
package the food products in order to protect them from spoilage and prolong their shelf life. The
third class of suppliers would consist of suppliers of accommodation assets like furniture pieces,
artefacts and carpets. Singh and Kumar (2015) mention in this that using specific pieces of
furniture, specific shades of carpets and artefacts enable the management of the hotels to create a
positive environment within the hotel premises. This ambience contributes towards creation of a
positive perception about the hotels and their respective services among the customers. The
positive ambience creates satisfaction among the customers which enhances their
accommodation experiences, thus enhancing customer satisfaction levels. Loo and Leung (2018)
strengthens the opinion that attributes like appropriate furniture and carpets enhance the feeling
of hospitality among customers which turns out be a competitive advantage of the hotel
concerned. Thus, it can be inferred that the strong partnerships with key partners would enable
the Luxury Living Hotel Limited to generate high revenue by ensuring high level of customer

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BUSINESS PLAN OF A HOTEL
satisfaction. The fourth key suppliers would suppliers of bed room accessories like pillows, bed
sheets and bed accessories. The fifth category of the key partners would consist of suppliers of
alcoholic beverage products like beer and whiskey. The sixth category of the key partner
consists of suppliers of electrical fittings and equipment. Shah (2018) mentions that ambient light
in hotels has emerged as a variable which hotels can use to maximise customer satisfaction,
repeat bookings and positing of positive reviews. It can be pointed that positive reviews enable
hotels to acquire more customers. Thus, it can be inferred in this respect that the suppliers of
electrical equipment and lightings would play a very important role in revenue generation of the
Luxury Living Hotel, Hawaii. The seventh category of key business partners of the Luxury
Living Hotel would be its two groups of internal stakeholders namely, management and
employees. Ružić (2015) while exploring the importance of the management bodies of hotel
companies point out that the management bodies make strategies in different important business
areas like marketing of the hotels and financing decisions. The interests of the management
bodies lies in gaining high revenue and net profits from the capital they invest in the hotel
business. Amin et al.(2017) on the other hand visit the importance of the employees as key
business partners. They go onto mention that the employees execute the strategies the
management bodies make. They interests lies in gaining professional developmental
opportunities like salary hikes and appraisals. The authors also mentions that lack of protection
of interests of the employees results in lack of motivation among the latter which in turn affects
their performance detrimentally. This leads to the employees serving customers below their
respective potential, thus causing lack of satisfaction among the latter consequently leading to
generation of low revenue. This analysis of the roles of the management bodies and employees
are important business partners who ensure superior business operations and high revenue

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BUSINESS PLAN OF A HOTEL
generation in hotel organisations like the Luxury Living Hotel. The eighth category of the key
partners would consist of banks and financing activities. The ninth category of business partner
of the Luxury Living Hotel would consist of marketing and branding partners. Cohen (2017)
mention that hotels in order to achieve differential status in the market, enter into contracts with
marketing and branding companies to promote their respective brands. These marketing and
branding companies promote the hotels and help the latter to position themselves strategically in
the competitive market in order to get access to a large base of consumers. This acquisition of
large base of customers enables the hotels to sell their services to these customers and generate
high revenue. For example, Tore (2018) mentions in a recent report on the extremely
competitive hotel industry of Hawai that the hotels in the American state have generated a
revenue per available room increase of 8.1 percent with occupancy rate hitting 79.5
percent. The report mentions that Waikiki region in the state in particular has experienced
substantial growth in terms of profits and occupancy. Apnews in one of its recent reports
discussing the current situation in the hotel industry in Hawai mention is one of the fastest
growing segment of the American hotel industry. Analysts expect that the hotel market in
the state is expected to attain higher rates of expansion in the coming three years
(Apnews.com, 2018). It is evident from this analysis that this achievement of growth in
terms of revenue generation and room occupancy rate requires strong support from the
marketing and branding companies. This means that the Luxury Living Hotel, Canada
would require to enter into tie ups with the marketing and branding companies to promote
its services in the booming American hospitality market and attract more tourists, thus
generating higher revenue. The tenth category of business partners of the Luxury Living
Hotel, Canada would be the suppliers of designer crockery items.

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BUSINESS PLAN OF A HOTEL
b. Key Activities:
The key activities of the Luxury Living Hotel, Hawaii would be divided into three
divisions. The first key activity category of the premium Hawaiian hotel would be providing
premium and world class accommodation services to the customers. The second category of the
key activities would be offering superior quality drinks and food to customers. The third key
activity of the hotel would be providing of superior ancillary services like leisure club and
second bar (as mentioned in the HOTS Online). Lahap et al.(2016) mention that superior goods
and services enable hotels to maximise customer satisfaction and generate high revenue. As far
as the key activities of the Luxury Living Hotel is mentioned above is concerned, it can be
pointed out that premium accommodation services and the ancillary services are the services
which the hotel would provide. The food and drinks which the hotel would provide its customers
would be the goods. These goods and services (referred together as products) would enable the
hotel to ensure high level of customer satisfaction (Lu & Kandampully, 2016). This would pave
ways for the hotel to retain its present customers and acquire new customers, which enable the
hotel to generate present and future revenue respectively.
c. Value Proposition:
The value proposition strategy of the Luxury Living Hotel Limited would creating value
for the customers by offering superior accommodation facilities. Bowie et al.(2016) in their book
called ‘Hospitality marketing’ in the ‘The Philosophy of Marketing’ section mention that the
most important business goal of the hospitality companies should be to ‘create and retain
satisfied customers’. Thus, in this respect it can be pointed out that the Luxury Living Hotel
Limited in order to create and retain satisfied customers should create value to them. As far as
the business model shown above is concerned, the hotel should create value for customers by

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BUSINESS PLAN OF A HOTEL
providing superior accommodation facilities to customers. The hotel should also provide superior
quality food and drinks to enhance customer satisfaction levels. Kandampully, Zhang and
Bilgihan (2015) mentions in this respect that hospitality companies in order to develop long term
relationships with customers and prevent competitors from poaching their customers should
provide superior products to create value to the latter. The authors go on to further mention that
loyal customers pay more in order to avail the superior services of the hospitality firms they are
loyal to since they develop an emotional attachment with these firms as shown in the customer
loyalty pyramid. Thus means that the Luxury Living Hotel should create value to customers
using its superior facilities to ensure value creation and perpetual business relationship with
customers (Mathis et al. 2016).
Figure 1. Customer loyalty pyramid
(Source: Kandampully, Zhang & Bilgihan, 2015)
d. Customer Relationships:

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BUSINESS PLAN OF A HOTEL
The Luxury Living Hotel Limited should create strong relationships with customers.
Bontis, Janošević & Dženopoljac (2015) mention that it has become very important for
companies to retain customers and prevent their competitors from poaching their customers.
Kandampully, Zhang and Bilgihan, (2015) that the hospitality companies in order to retain their
customer bases are required to build an emotional bonding with the latter. The emotionally
attached customers prefer buying services of specific hotels they are emotionally attached to.
Bowie et al.(2016) can be reiterated here to mention that the hospitality companies should aim to
create and retain loyal customer bases. It transpires from the discussion of these articles that the
Luxury Living Hotel Limited should aim at building long term relationships by offering superior
products. The high quality parameters which the hotel would maintain in terms of products
would encourage the customers buy the products. The hotel company in order to create and
maintain strong relationships with customers should provide round the clock customer care
facilities to them. Ullah, Raza and Chander (2016) mention that customer care services have
positive impact on the perceptions which customers harbour about the service quality of hotels.
Timely customer care services enhance the image of the hotel in the minds of the customers
which enable the hotels to retain their customers. As far as the Luxury Living Hotel is concerned,
it would be premium hotel in Hawaii. This means that the hotel would require to use premium
pricing strategy to generate high revenue. Moreover, the upper class customers as pointed out by
Ali, Amin and Cobanoglu (2016) perceive high prices as the mark of superior service quality.
Thus, it is evident that the hotel in question would be required to use premium pricing strategy. It
can also be pointed out that loyal upper class customer expect round the clock customer care
services to answer their queries. This means that the round the clock customer care services
which the Luxury Living Hotel Limited would provide would actually contribute towards

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BUSINESS PLAN OF A HOTEL
enhancing customer satisfaction and generating high revenue. The hotel should offer discount
offers and coupons to its loyal customers to strengthen their mutual relationship. The company
should also maintain continuous communication with the customers on the social media
platforms to enhance relationship with the customers. Duan et al.(2016) mention that social
presence of hotel companies enforce the sentimental bonding which customers build with the
former. Thus, it can be pointed out in this respect that the Luxury Living Hotel Limited should
communicate with customers on the social media portals like Facebook and Instagram to retain
long term relationship with them.
e. Customer Segments:
Upper class customers residing in Hawaii
The upper class customers are the ones that belongs from the high income segments.
These type of customers are generally attracted to the premium hotels. Their motto is to take a
break from their hectic life and spend their holidays in the utmost comfortable and luxury ways.
They do not agrees to sacrifices their stays for the high prices.
Upper class foreign customers
The upper class foreign customers are the ones who relies on the luxury hotel as they
believes that they will be getting the proper services from the premium hotel. They mostly want
to enjoy their stays in the foreign countries in the luxurious manner thereby choosing luxury
hotels.
Corporate customers
The corporate customers visits the hotel for their own professional reasons thus they does
not wanted to get distracted any type of lame issues occurring in cheap hotels like the poor food

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BUSINESS PLAN OF A HOTEL
quality or poor unhygienic services. In their stays they want to stay in the comfortable for
concentrating in their works and thereby choosing premium hotel services.
f. Key Resources:
The basic resources provided by the premium hotel include the financial resources that is
the taxes, the revenue cost the hotel needs to pay and the amount that the investors have invested
for the hotels (Lu et al., 2015). The material resources involves the electric equipment’s, the
room services materials and the materials those are kept for the customers (Lu et al., 2015). The
technological resources includes the system, the application that requires for promotions and
handling the online bookings, the technology for card payment system and others. The plant and
machinery involves the air conditioners, room heaters, refrigerator, micro-oven and other kitchen
equipment’s (Kimes & Ho, 2018). The human resources involves the labors for cleaning and the
employees for providing room services. The employees for dealings with the customers and the
management department, the cooking staffs all are included in the human resources (Debasish &
Dey, 2015).
g. Channels:
The Brick and mortar can be referred to a business that deals with the physical presence
of the business. In other words it is the physical presence of the business that drives the
customers to see, touch and purchase the merchandise. This is referred for the business those
who have the online services as well as from the physical locations (Mehra, Kumar & Raju
2017). The luxury hotels are termed as the brick and mortar because they allows the customer to
select their rooms in the hotel by online booking and provide services from the physical
locations.

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BUSINESS PLAN OF A HOTEL
The official website and the social media of the luxury hotels shows their online presence
and this helps the customer to get every details of the services they will be having by booking
rooms in such hotel. The social media presence shows the authentic services that the luxury hotel
provides for attracting customers (Ashley & Tuten, 2015). The promotion of hotel through social
media provides the marketing benefits as it is one of the cost effective marketing strategies used
by the business (Sajid, 2016).
Ecommerce helps the luxury hotel to provide services for their customers and as people
are extremely with their everyday life they does not have time to spend on booking hotel through
other process except online bookings (Ashley & Tuten, 2015). Therefore by the Ecommerce, the
hotels provide the online booking facilities for customers and giving details of the services they
will be having as well as the complementary services for them.
h. Cost Structure:
Fixed cost:
The fixed cost is considered as the cost that remains constant and it also does not changes
along with the output levels of the goods and services. This is referred as the operating expense
of the business and it is also independent of the business activity. For example if the annual sale
target of 15897 rooms is $ 6290682 and the company is required to pay $5000 per month then also it
remains same even if there is no output for the entire month (Borenstein, 2016). This cost
includes the taxes that the luxury hotels are required to pay to the Canadian Government. The
fixed costs also includes the customs duties and the rent that the luxury hotel is required to pay to
the Canadian government for running business over there.

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BUSINESS PLAN OF A HOTEL
Variable cost:
This cost includes the cost of the material, which is required for the luxury hotels and
involves the factory cost. The annual revenue per 15897 available rooms is $4955253. The
variable cost also involves the packaging cost for the materials those are provided by the hotel as
the complementary or paid services to the guest. The variable cost also includes the marketing
cost that is the cost of promotion for the luxury hotel in the business (Obeid et al., 2017). The
fixed cost affects the marginal cost only if there is existence of the variable cost.
Semi-variable cost:
The semi variable cost can be referred as the semi fixed cost and this cost is composed of
both the fixed and the variable components. This costs are fixed for a set level of the production
and become variables as the production level is exceeded. This cost includes the cost of
electricity, telephone and cost of internet. The American Government earns great profit from the
business through these semi-variable cost.
i. Revenue Streams:
Sales of accommodation: the luxury hotel deals with the high pricing strategy, as
America is one of the highest visited countries and has strong economic condition. Thereby the
luxury hotel follows the premium pricing strategy and the upper class customers are able to pay
the high prices of the hotel. Therefore, the premium pricing strategy of the organization leads to
high revenue of $4955253 per 15897 available room’s generation.

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BUSINESS PLAN OF A HOTEL
Food and beverage:
The luxury hotels provided the foods and beverages of high quality. The chefs of the
premium hotel serve their global customers as per their choice of foods. The luxury hotels
provide the authentic foods and beverages for satisfying the premium customers.
Value addition services:
The value additional services involves the additional facilities provided by the luxury
hotels. The additional facilities involves the Gym room, the leisure room, swimming pools and
the games room all these attracts the customers and help them to spend their leisure time. The
additional facilities also involves the cab facilities from hotel to airport and the celebration of
wedding anniversary or birthday all attracts the customers to spend their stay a memorable one.
4. Measurable Objectives for Each Department:
A SMART goal is a small declaration that an individual makes to guide them in the
course of what they want to achieve. SMART stands for Specific, Measurable, Achievable,
Relevant and Time-bound (Haughey, 2015). Having goal written in a SMART layout ensure that
the goal-setter is apparent on what they are trying to get done, when and how. Many people
waste their lives changing from one job to other, or hurrying around trying to get extra done
whilst in fact accomplishing very little. Setting SMART goals means that one can clarify the
ideas of achieving the goal, focus on the efforts, use proper time and resources effectively and
increase the probability of achieving the ultimate aims and objectives.

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BUSINESS PLAN OF A HOTEL
A. Specific:
Specific, which is referring to something sole, and is the contrary of common, broad or
vague. Therefore, a specific goal should be detailed where the company wants to reach. It is
understood that the goal is to make a profit or generate more revenue and these are general goals.
For example, if the goal of Luxury Living Hotel Limited is to be a worldwide brand of full-
service hotels and resorts in America and serving more than a quarter million guests in more than
15,897 hotels rooms with revenue per available room of $ 4955253 across 74 countries and
territories. Additionally, reduce energy spending from direct operations by 20% (Chase et al.,
2013). The plan is to build Sustainable buildings including the improvement of sustainable
drawing and manufacture, operation, chemical management and purchasing will be the key area.
Therefore, the progression of renewable energy as a foundation of power for the operations will
be used not only to decrease the carbon footprint but also to expand feasible commercial
buildings for powering hotels and business offices.
B. Measurable:
A goal without a measurable result is like a sports rivalry without a scoreboard or
scorekeeper. Numbers are a necessary part of business. A white board posted in the office can
aid as a daily prompt to keep focused on the targeted outcome to be attained. For example, if the
revenue of Luxury Living Hotel Limited aims at 15,897 hotels rooms with revenue per room of $
4955253 and the number of employees are 105,000 with sale target of $6290682 (Wolfe et al.,
2014). When it is referred to be measurable, it is not only to describe a measurement; a number
has to be achieved, but also that its purpose can be ascertained objectively. For example, if the
goal is to earn seventy-five percent of the profit, there would be no means to measure it, this
criteria is prejudiced and not possible to measure.

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BUSINESS PLAN OF A HOTEL
C. Achievable:
Far too frequently, small business can also set goals further than reach. No one has yet
built a billion dollar business during the night. Venture capitalists and angel investors discard
innumerable business plans of company with peculiar goals. Therefore, bigger goal and shooting
the moon should be aimed for. If, for example, if for Luxury Living Hotel Limited there is about
a 200% increase in revenue whereas the sale target of 15897 rooms is $ 6290682 annually. It
depends on the situation but the majority it would be unattainable which makes the goal
unbelievable, disappointing anyone who had to arrive at it and making it into something
ineffective and purposeless (Fortes, Premsukh & Nacke 2018).
D. Realistic:
Achievable business goals are based on the present circumstances and reality of the
business weather. If the desire to business or increase revenue of Luxury Living Hotel Limited
by 50% or meet annual sale target of 15897 rooms of revenue $6290682 but if a depression is
threatening and three new competitors are already present in the market, then the goals are not
relevant to the realities of the market (Ekpe, Eneh & Inyang, 2015). There is nothing pointless
than to set a goal that will not give any sensible meaning or that will not assist the company to
grow. SMART goals have to be significant in the business. For example, setting a goal to repair
the flooring of the hotel throughout the network of resorts and hotels could be necessary and
therefore an important aim for maintenance personnel. However, for the business the goal should
always be connected to something that will describe the Luxury Living Hotel’s destiny, how to
overcome new emerging markets, expand the network of rooms in hotels, the number of
customer base, billing and so on

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BUSINESS PLAN OF A HOTEL
E. Timely:
The business goals and objectives of Luxury Living Hotel Limited is just not to get done
when there is no time edge attached to the goal-setting course. Whether the business goal of the
hotel is to raise revenue by 20% of $4955253 annually or to find five new clients, period must be
set or chosen to accomplish the goal (Upamanyu, 2014). The goal needs a deadline. Once the
business goals of Luxury living hotel Limited are SMART, each goal must be broken down
into a specific set of tasks and actions to achieve the goals. It is significant to occasionally review
the goals and objectives of the organization and adjustments to be made if necessary. Goal
setting for any business is an indispensable tool for success in the future.
5. Financials for Each Department – Budget:
Attached

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