Jumeirah Hotel: Strategy and Planning in the Hospitality Sector Report

This report provides a comprehensive analysis of the hospitality sector, focusing on the management of strategy and planning. It begins with an introduction to the hospitality market, exploring current market analysis and the impact of the COVID-19 pandemic. A PESTEL analysis is conducted to examine political, economic, social, technological, environmental, and legal factors influencing the industry. The report also discusses marketing trends, such as promoting safety and focusing on local customers, and introduces the Jumeirah Hotel brand, including its USP, financial performance, and SWOT analysis. Finally, it proposes an integrated marketing campaign and concludes with a summary of the findings. The report relies on secondary research from web pages and research papers, offering valuable insights into the hospitality sector's challenges and opportunities.

MANAGING STRATEGY
AND PLANNING

Executive Summary
in this report, there is brief analysis and some of the understanding about the hospitality sector
which can having different service in the hotel. There is some brief analysis of hospitality market
and their trends. Along with this this report covers the key features, different competitors and
target consumers which can help in getting high number of customer base in the business. Along
with consideration of market campaign and its important promotional tools according to the
strategy which can help in getting better audience for the business.

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
INTRODUCTION TO HOSPITALITY MARKET SECTOR........................................................4
THE MARKET SECTOR................................................................................................................5
Current market analysis...............................................................................................................5
PESTEL analysis of hospitality industry....................................................................................5
Marketing trends.........................................................................................................................6
BRAND WITHIN SECTOR............................................................................................................7
Introduction to brand...................................................................................................................7
USP.............................................................................................................................................8
Current financial performance....................................................................................................8
SWOT analysis............................................................................................................................9
PROPOSED INTEGRATED MARKETING CAMPAIGN.........................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Hospitality industry refers to a broad category which relates to service industry like
lodging, food along with drink services, theme parks, transportation and event planning and
many more. Purpose of this report is to understand the management of strategy and planning in
the hospitality sector. This report is there to provide some of the information which is there
related with the hospitality sector which includes current market analysis, external influences,
marketing trends, brand within the hospitality sector, key competitors, SWOT analysis,
integrated marketing campaign and many more. This report uses the secondary research which is
based on the web page through internet, research papers etc. There can be some of the
information may have change which is due to not using the primary research. There can be some
fluctuation in the data which is due to change in time of the secondary research. Secondary
research is based on the historical research, articles, scholarly books etc (Han and et. al., 2018).
MAIN BODY
INTRODUCTION TO HOSPITALITY MARKET SECTOR
There are huge market sector there in the hospitality industry. One of the main market
sources are the tourist who are there for the tourism along with to explore the places which are
point of attractions. There are many of the person who are there interested in to avail one of the
best services in the industry which are there in the hospitality sector. There are many of the
customer there which are there interested in the avail the hospitality which is by availing
different services. There are about many of the service sector there in the UK who are there to
provide the hospitality to the people who are there. Now a days due to current pandemic situation
there are many of the company or brand who are there facing the difficulty in performing better
and got huge loss due to this (Cheng 2016). There are different market analysis is there which are
there to explain the understanding the current market analysis of the hospitality industry. There
are different company who are there to provide the hospitality tot eh people for the purpose of
earn the profit which is high in nature in this sector. There is different services which are there
can be avail and different places which are there can help in getting better services at different
places.

THE MARKET SECTOR
There are huge market sector for the hospitality and there are about many of the customer
there who are there can help in getting better services. There are some of the analysis which is
there to provide better understanding about the market sector.
Current market analysis
There are huge change in the hospitality industry which is there in the industry which is
due to pandemic. Due to pandemic there are different change in the way of providing services to
their customer who are there from very far to avail the services and for the purpose of tourism
(Zhu and et. al., 2019). Due to pandemic, there are huge negative impact of this in the economy
of the world which is due to getting shut down of each and every services sector which were
related with the hospitality and tourism. Population get afraid of this pandemic and due to
government intervention there were very strict instruction were there to run the services sector
which is expensive in nature. But with the time, hospitality sector is able to provide its services
again to their customer. In current situation there is huge change in the scenario which is related
with the hospitality. There is need to follow some of the rules and regulation which are there to
run the better hospitality which have the effect in safe and able to provide the better services to
their customer.
PESTEL analysis of hospitality industry
There are some of the factors which are there can affect the hospitality sector which is
there can impact positive ad negative both according to analysis of such factor like political,
economical, social, technological, environmental and legal factors which are going to be
discussed further (Chiou and et. al., 2020).
Political factor- This is one of the factor which is regarding the political factor in which
there are different issues are there which are able to impact the hospitality sector. In context to
Jumeirah Hotel, there are different political foundation are there which are able to impact the
sector and need to have followed. Due to pandemic government has made different policy which
must be follow in the hotel to avoid the spread of virus in their places.
Economical factor- In this time world economy has fallen down to their lowest and due
to this there is huge change in demand to avail the services and different hospitality services.
Travel Ban was one of the reason which were there to kill the economy of the country because

this is one of the sector who provides the largest economy to the country or world. Well
economy have the ability to high customer base and which creates large profit in this sector.
Social factor- In this current situation, there is huge responsibility towards the society
which is there to stop the spread of the virus which is taking all the precautions there in sector
which can help in to avoid the spread of virus (Sheel 2020).
Technological factor- Jumeirah Hotel is using different technology which is like blog,
social media and many more which are there can help in get the better response. And using the
new technology is also able to help in getting better customer base for the business.
Legal factor- There are different legislation which hospitality industry need to follow
them in their business. Jumeirah hotel is also liable to follow such legislations which are there
for the safe and legal action to the customer.
Environmental factor- Each and every government of the country is highly focused on
the environmental protection which is there are also need to have some protection which is
during the travelling and during providing the services there is need to be aware about such
protection.
Marketing trends
There are some of the trends which are there can have different attributes which is there
can help in to influence by related changes there in the customer behaviour. These trends are
there can apply in different sector like hotels, restaurants, cafes, bars and many more (Chen
2020).
Promoting Safety- This is one of the most important trend of hospitality which is to be
aware about the pandemic and there is need to use the each and every steps which are there can
help in to avoid the spread of this spread. This is by promoting the cleaning process along with
this there is need to move or reallocate the tables and chairs which is related with to follow the
social distancing in the premises. There is need to wear the mask in many places where there is
chance of interaction with others who are there can be affected by the virus.
Example- When hotel is there can offer the safety and security information during the marketing,
this can helps to influence more customer to avail their services.
Renewed focus on local customer- Due to economic and pandemic there are very less
tourists who are from the other country. At this time, there is need to focus on the local customer
who are there can avail their services rather than other foreign customers. Jumeirah hotel need to

use this trend which can help in attract more customer for their business. This can help them to
get high customer which is by using different rewards and discounts (Hendaus 2020).
Example- Due to pandemic there are very less booking and having the chances to attract the local
customer which are able to get there easily and can help in earning some profit.
Finding hospitality marketing trends by using data- By using the data of the behaviour of
booking hotels, there is need to use some of the trends which are there cam help in to attract the
customer base accordingly. According to data Jumeirah hotel need to use the marketing trends
which is according to the number of guests who are there from other country or form the local
one.
Example- By analysing the data that how many of foreigner are there want to avail their services
and how many of local are there to avail such services. By using such data hotel is there can
focus on the customer base which is there by accordingly to large number of customer base.
Highlighting values along with to offer flexible cancellations- There is need to promote
the different values which are there can be avail by the customer when they register. Along with
this, there is need to offer some of the flexible cancellation which can influence customer to
cancel their booking according to their view point. This can help in to get more booking and
have chances to get better result in getting large customer for the business (Baloran 2020).
Example- Providing different offers along with some flexible cancellation can influence
customer to book and make them prepare to avail such services there. This can leads to get better
business.
BRAND WITHIN SECTOR
There are different brands in the hospitality sector which are there available for providing
the services to their customer which are there can help in to get high level of profit in the
business. In many, there are some of the famous brand which are there in the hotel sector named
Premier Inn, Travelodge, Holday Inn, Hilton, Marriott etc. Jumeirah Hotel is also one of the
famous brand which is there in the hospitality sector.
Introduction to brand
Jumeirah Hotel is one of the brand in the hospitality sector which is there in the UK
which provides the services to their customer which are better in quality along with providing
better experiences. This is one of the luxury hotel in London, England. This is owned along with

managed by Emirati firm Jumeirah (Sambrani 2020). There are three different restaurants along
with bars are there in the hotel which is named as Rib Room Bar and restaurant another one is
Chinoiserie. This brand of hotel were opened on 5th of Jan, 1961 which was as the Carlton Tower
and were managed by the hotel corporation of America. Hotel got its original name in year 1982
and was renamed as the Hyatt Carlton Tower and in December 2001 there were also rename of
the hotel and named as the Jumeirah Carlton Tower. In September 2019, hotel got closed for full
renovation and date to open again after the renovation was December 2020. After the renovation
the hotel known for the best UK business hotel and won different awards for the best
international hotel. Mission of this hotel is to provide one of the best services to their customer
which is by providing high level of services at the reasonable cost.
USP
This one refers to the one of the unique things which are there having their own value
which is there in relation to the hotel or hospitality industry. There are many of the brand in
which Jumeirah hotel is the one which is having unique feature which is related with the dining
which is there elevating different experiences which are there one of the important point of
attraction in the hotel which allows others to spread positive word of mouth. Service is there
beyond the expectation of the customer which is also one of the unique feature in the hotel which
can help in to attract high number of customer base there for the business (Septiadi 2020).
Current financial performance
In context to current financial performance, there are some of the key features are there
which are there in the hospitality industry. Liquidity ration which is there able to provide the
information which is to the stakeholders about the ability to meet the short term of financial
obligation. There is need to high amount along with many of the short term financial obligation
which is to be cover. Financial leverage ratio is able to inform the stakeholders about the long
term solvency which is there in the firm in hospitality industry.
Target consumers- They are the one who are there to avail the services of the hotel industry
which is in the Jumeirah hotel. Target customer are the local one like newly married people, big
business man etc. which are there based on different demographic and segmentation of the
market which are there can help in finding the target audience who can be there to avail the
services (Donthu 2020).

Key competitors- There are different competitors are there in the market which are giant brand in
the market. There are about many of the competitors are there who are there can have the better
service and able to take over the business. They are the one who can offer the same quality of
services at the lower price which is there offer by the Jumeirah hotel and having the ability to
attract the customer of this brand easily.
Search engine results- During the investigating about the hospitality business there are SEO is
the one who plays big role in the search which is there can help in getting better deal at the same
price. This is the one who allows the customer to get with such deal which is related with the
business of the hospitality there in the market (Pappas 2020).
SWOT analysis
Strength
High quality service- Brand is able to provide
the high quality services to their customer
which are there to avail the service.
Insuring safe environment- This is the one
which is there can help in getting better
environment which is there safe from
spreading the virus in the hotel and to their
customer.
High profit margin- There are high profit
margin there in the hospitality industry which
are there can help in getting better profit (Lee
and et. al., 2016).
Weaknesses
High quality rates- To avail the different
services there are different high quality rates
are there. This high cost resist to avail such
high brand services by many of the customer
who are having low budget.
Seasonal business- this is one the worst thing
in the bu9seinss of hospitality there which is
there are some fixed season in which there is
availability of customers there to avail their
services.
Unfavourable tax rates- There are many of the
taxes which are there need to pay which are not
he favourable one. These are the one who resist
to earn more profit and also resist in attracting
more customer for their business,
Opportunities
Huge scope for technology- This is the one
sector in which there is huge scope for getting
better and new technology which are there can
Threat
Pandemic- This is one who creates huge loss in
the hospitality industry which is due to shut
down of the travelling and many different

help in attracting high customer base there for
their business.
Millennials as the key target- Millennials are
the one who loves to travel from one to another
places continuously. This can be the target for
the hotel to attract such type of customer base
there which can help in earning high with
getting bigger brand value in future.
problems there which were not allowing to
travel any-more. This one creates huge loss in
the economy of the world which alternatively
affects the hospitality industry as well.
Boutique Alternatives- These are the one which
are cheaper and is able to attract huge customer
base. Airbnb is one of the primary threat is
there in the hotel industry (Choe and et. al.,
2020).
PROPOSED INTEGRATED MARKETING CAMPAIGN
For creating the awareness about the brand which is Jumeirah hotel which need to have
some of the content marketing which consider the poster, television, billboard etc. which can
help in creating the awareness.
There are some important things which should be involved in the campaign which are discussed
further.
Content marketing- This is the first step which is helpful in creating the awareness of
the campaign which says that there is some campaign regarding the brand campaign. This
includes the information about the place, media and time of campaign. In this, there are
information regarding the campaign spread over the targeted audience which includes the full
description about campaign.
Digital marketing- digital media is the fastest media to spread the information regarding
g any content which includes social media marketing, mobile marketing etc. In this, information
which is through the digital marketing which includes the social media campaign and mobile
marketing which are there can help in getting better awareness of the brand and can help in
getting better business to the hospitality sector. Now a days social media marketing is one of the
best way to create the campaign which is there can help in to get more audience in just few effort
and choosing the right way can help in get success of the campaign.
Direct marketing- There is need to promote the brand which is by using the leaflets,
SMS, online chat and by using own websites which are there can help in getting better response

to get success of the brand. Using the marketing trend can help in to create the awareness of the
brand which can help in to get better business in relation to others. There can also be use of
famous blogs who have various followers, and along with different PR activities like celebrity
influences which create huge customer base to avail the services (Gurtner 2016).
Marking plan- During planning for marking there is need to be very careful which is
regarding choosing the best time in which Jumeirah can attract more target customer towards
them. This can help to get better business.
CONCLUSION
From the above report, it can be understand that there are many of the strategies along
with need to plan which can help in to get the better customer base in the hospitality industry. In
this report there is some of the information about the hospitality industry along with different
competitors. There is also some of the information about the market sector which includes the
current market analysis and their trends. There is some information which is related with the
topic there are like USP, current financial performance of the hospitality sector, target customers,
key competitors on the prices and product or service which are there in the hospitality industry.
There is also SWOT analysis of the brand along with some of the proposed integrated marketing
campaign there which includes the content marketing, digital marketing, direct marketing etc.

REFERENCES
Books and Journals
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Journal of Hospitality Financial Management, 28(2), p.1.
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restaurant frontline employees’ job insecurity and emotional exhaustion. International
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Pappas 2020. Accommodation decision-making during the COVID-19 pandemic: Complexity
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Gurtner 2016. Returning to paradise: Investigating issues of tourism crisis and disaster recovery
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