IAP 607 Project: Marketing Analysis of Hyatt Regency Sydney

This project provides an in-depth marketing analysis of the Hyatt Regency Sydney. The assignment begins with an identification of the core business issue: the hotel's struggle to attract customers due to a lack of innovative marketing strategies. It provides background information on the hotel, highlighting its location and services. The research question focuses on how the hotel currently performs its marketing activities and how these activities can be improved. The methodology involves primary research, specifically an interview with the hotel's marketing manager, the data analysis of the interview transcript, and the conclusions. The project aims to identify current marketing challenges and future needs to provide recommendations for improvement. The assignment includes references to academic sources related to marketing and hotel management.

Running head: HOTEL AND HOSPITALITY MANAGEMENT
Marketing in Hyatt Regency Sydney
Name of the student
Name of the university
Author Note:

2
HOTEL AND HOSPITALITY MANAGEMENT
Table of Contents
Identification of Business Issue.......................................................................................................3
Background of Hotel........................................................................................................................3
Research Question...........................................................................................................................4
Primary Analysis.............................................................................................................................4
Selection of the interviewee and design of the interview questions............................................4
Analysis of Data..........................................................................................................................4
Conclusion.......................................................................................................................................5
References and Bibliography...........................................................................................................6

3
HOTEL AND HOSPITALITY MANAGEMENT
Identification of Business Issue
Marketing is one of the most important tasks that need to be done with proper care by the
management of the hotels. The hotel must have something unique, refreshing or innovative in
order to attract the customers. This will involve the proper study of the market, especially the
likes and demands of the people and also the ways and means of promoting the establishment.
The following report has provided a brief overview of the marketing techniques of Hyatt
Regency, Sydney. The research on the marketing of the hotel has used primary research
techniques to ensure business success. The management of the hotel in Sydney has been recently
facing me major problems as they have been unable to attract and lure customers to their hotel
due to lack of any marketing innovation and expertise (Berezina et al. 2016). The issue has been
hampering the organization as they are gradually losing the market share to other hotels of
Sydney.
Background of Hotel
Hyatt Regency, Sydney is considered to be the largest hotel of Australia with close to 900
rooms. Built across the Darling River of Sydney, the hotel stands just adjacent to the Darling
harbor and thus provides an exquisite view of the river (hyatt.com/sydney, 2019). Located in a
close proximity to the airport the organization has been providing best services to the customers
for a long time (hyatt.com/sydney, 2019). The management of the hotel provides modern and
upgraded services to the boarders like, laundry, room service, business services, on site
restaurant, meeting facilities, gym centers and many more as such.

4
HOTEL AND HOSPITALITY MANAGEMENT
Research Questions
The research question is as follows;
1. How the management of Hyatt Regency does perform their marketing activities?
2. What are the ways by which the marketing activities of Hyatt Regency can be
transformed?
Primary Analysis
Selection of the interviewee and design of the interview questions
The research was done by means of the interview process. The researcher selected an
employee from the hotel itself to ensure maximum success. The employee was a marketing
manager of the hotel. His selection was done due to his expertise and experience in the
marketing field and because of his association with the company for a large number of years.
The research will be based on a primary analysis of the data obtained by means of the interview.
The interview questions will be designed by means of forming a questionnaire that will contain
questions to be asked by the researcher.
Analysis of Data
The data will be analyzed by means of forming an interview transcript. The interview
transcript will be based on the primary analysis of the data. The transcript will form the basis of
answering the research questions.

5
HOTEL AND HOSPITALITY MANAGEMENT
Conclusion
The research will be completed by undertaking a primary analysis that will involve the
undertaking of an interview by means of proper data analysis. The current marketing sues and
the marketing needs of the future will be identified by means of such a process.

6
HOTEL AND HOSPITALITY MANAGEMENT
References and Bibliography
(2019). Retrieved from https://www.hyatt.com/en-US/hotel/australia/hyatt-regency-sydney/sydrs
Berezina, K., Bilgihan, A., Cobanoglu, C., &Okumus, F. (2016). Understanding satisfied and
dissatisfied hotel customers: text mining of online hotel reviews. Journal of Hospitality
Marketing & Management, 25(1), 1-24.
Bowie, D., Buttle, F., Brookes, M., &Mariussen, A. (2016). Hospitality marketing. Routledge.
Melián-González, S., &Bulchand-Gidumal, J. (2016). A model that connects information
technology and hotel performance. Tourism Management, 53, 30-37.
Nieves, J., &Segarra-Ciprés, M. (2015). Management innovation in the hotel industry. Tourism
Management, 46, 51-58.