Analysis of Novotel Wollongong North-Beach Hotel: Research Report

This report examines the Novotel Wollongong North-Beach Hotel, focusing on its performance within the hospitality industry. It investigates the hotel's challenges, including revenue decline and customer segmentation issues, within the context of Accor Hotel Group's business model. The research addresses contemporary marketing trends, the hotel's competitive standing, and its differentiation strategies. The methodology involves secondary data analysis, exploring market trends, competitor analysis, and the impact of sustainability issues. Key findings highlight demographic insights, competitor positioning, and the importance of eco-friendly practices. The report concludes with recommendations for improving customer retention, leveraging renewable energy, and upgrading services, offering a comprehensive analysis of the hotel's current state and future potential.

Research Topic:
Novotel Wollongon
North-Beach

INDUSTRY BACKGROUNG
 Novotel Wollongong North-Beach Hotel has been serving
its customers more than 100 years
 Currently run by Accor Hotel Group, which in the
hospitality industry for 50 years
 As Accor Hotel Group has been focusing on introducing a
chunk of new hotels all over the world, it is deviating from
its goal of customer segmentation and retention in
Australia, which resulted into severe decline in the
revenue of Novotel Wollongong North-Beach Hotel as well
as the entire hospitality sector of Australia.

OBJECTIVES OF THE RESEARCH
 Identify issues affecting Novotel Wollongong North-Beach
Hotel and the entire hospitality industry as well.
 Gain knowledge about contemporary marketing Trend
 Position of Novotel, in the competitive hospitality industry of
Australia.
 Suggesting effective marketing campaigns
 Identify strategies to retain customers and increase revenue

RESEARCH PROBLEM STATEMENT
WITH QUESTIONS
Statement of Problem
Various trends affecting the hospitality as well as service industry; can be considered as one of the
major issues. Loopholes of the business model used in providing strategic advantage is another issue
to be dealt.
Research questions
The following are the research questions which would be analysed as answered:
RQ1. What would be the contemporary marketing trends which are prevailing in the hospitality
industry?
RQ2. In the competitive market of the industry, where does Novotel stands?
RQ3. Strategies taken in account by Novotel for differentiating itself from the competitive market.
RQ4. Business model that is sued by Accor group and how does Novotel Wollongong fit in that model.
RQ5. Strategic advantages if the business.

METHODOLOGY
Research Methodology
secondary data is used for the
purpose of depicting the various
methods that would be applied at
the research, including theoretical
analysis.
Information is collected from
those graphs and charts gathered
from secondary sources. Further,
the data depicted on diagrams are
analysed and interpreted to
derive a reliable result or findings

LIMITATIONS OF METHODOLOGY
 secondary data is being used in the research instead of primary data.
 scope of the research is limited to only Australian market.
 In case of the usage of secondary data lack of accuracy may occur
 There may be discrepancies due to substantial difference in class boundaries.
 Secondary data may be outdated

KEY FINDINGS AND DATA
INTERPRETATION
Demographic showing short and long trips taken by age groups
Source -
http://www.roymorgan.com/~/media/files/morgan%20poll/2010s/2018/may/7603-c2.png?h=494&&w=700&
la=en

KEY FINDINGS AND DATA
INTERPRETATION
High cost
High QualityLow Quality
Low Cost
Novotel Wollongong
Park Hyatt
The Brandio
Elements of Byron
The Farms
Four Season
Kauri cliffs
Qualia
Competitors of Novotel and Novotel’s place in the market

KEY FINDINGS AND DATA
INTERPRETATION
 Destination promotion and sustainability issues are the trend that is not allowing the
organization in making effective progress
 It is mandatory that organizations in the hospitality industry would be using eco-friendly
practices
 Focus should be more on renewable energy

KEY FINDINGS AND DATA
INTERPRETATION
For the purpose of eliminating the loopholes in
the business model, Accor have been betting their
odds in the field of making their rooms more
compacted with high tech application, making
smart rooms for their clients
They also have the strategic application of
establishing more hotel day by day
For the purpose of strategic advantages in the
business, No0votel is upgrading their rooms and
installing smart accessories for creating smart
rooms.

CONCLUSIONS AND
RECOMMENDATIONS
Outcome
 Reasons behind issues
 Ways to solve
Conclusion and learning
Research has attempted a through analysis to solve customer segmentation as well as
retention problems,
Future Scope
 upgrading their services.
 Looking after environmental sustainability
 Use of renewable energy as well as eco-friendly practices

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