Comprehensive Market Analysis of The Star Hotel in Sydney, Australia

This report analyzes The Star Hotel Sydney, examining its market position, services, and marketing strategies. It discusses the hotel's luxurious offerings, including accommodation, restaurants, bars, casino, and spa. The report identifies the target market as high-income earners aged 25-40 seeking a luxurious experience. It explores the push and pull factors used to attract customers, such as partnerships with travel agents, online marketing, advertising, and public relations. The study highlights the hotel's strengths, including its ambiance, infrastructure, and location, while acknowledging weaknesses like limited promotion. The report references tourism's economic importance and the competitive nature of the hospitality industry, emphasizing the need for continuous improvement to maintain a competitive edge. The essay concludes by summarizing the key factors contributing to The Star Hotel's success and areas for improvement.

Running head: MANAGEMENT
The Star Hotel
Management
12-19-2019

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Market Analysis of the Star Hotel Sydney
The aim of this essay is to discuss about a hotel in Sydney that is the Star Hotel and
the facilities it provides to the customers. Besides this, it is also highlighting the factors that
are being used by the marketers for increasing the demand. Additionally, it is presenting the
main purpose of the guest to visit the hotel and in the end the strength and weaknesses of the
Star Hotel Sydney.
The Star Hotel is one of the most famous hotels of Sydney with luxurious five-star
accommodation, finest restaurants facility in the city, coolest bars, and world-class
experience of casino and spa which was founded in the year 2011. This hotel is located in the
Pyrmont which is surrounded by the view of harbour (The Star Sydney, 2019b). The hotel
offers different packages for the customers like summer getaway hotel package and the star
bed and breakfast package. Besides this, it offers variety of rooms and suits options like
superior king room, premium suite, star suites, superior twin room, penthouses, and royal
suites (The Star Sydney, 2019a).
The Star Hotel of Sydney is placed at the Star in Pyrmont, with the distance of just ten
minutes from anywhere in the CBD. The main target market of the Star Hotel are the
customers who are in search of quit and luxurious atmosphere during their accommodation
(The Star Sydney, 2019b). This group of customers majorly lie in under the age group of 25-
40 who earn high income and normally travels for the business purposes (The Star Sydney,
2019c).
The hospitality industry is with time becoming intensely competitive due to
increasing number of players in the market and increasing demand by the customers.
Therefore, it becomes very important for a business to attract the customers towards
purchasing the services of the business. In consideration to this, the push factors that are used

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by the Star Hotel in Sydney to increase the demand of its services is contacting with the
travel agents and different online travel sites. Using these factors helps business in enticing
customers to avail the services offered by the company. In addition to this, the Star Hotel also
make use of pull factors that helps it in increasing the demand for the services. These factors
are marketing and promotion of the business. Under this, the hotel makes use of advertising,
direct marketing, public relation, etc. All these promotional means, are supporting the hotel in
increasing the demand of its luxurious services by attracting business class customers
(Canning, 2017).
The “Guest Purpose of Visit” to the Star Hotel Sydney is its world class ambience and
luxurious accommodation that gives an unforgettable experience to the clients and enforce
them to visit again and again. The hotel claims that it offers best guest facilities such as pool
and turbines health club, executive lounge, etc. that let clients feel more pampered and prior
for its management. Besides this, the Star Hotel is the best place to host the group
accommodation within Sydney. Further, the location where the hotel is located is idea as it is
connected to the Star Event Centre, view of Harbour Bridge, the Sydney CBD, and Sydney
International Convention Centre (Agoda, 2017). This hotel has high class and most pleasing
infrastructure that grabs the attention of most of its customers which also enforce them to
promote its services through word of mouth. Along with this, the Star Hotel has introduced a
StarPlay new online game that can be enjoyed by the users anywhere and anytime. In this, the
user can get high quality games experience and thrilling guests and tournaments (The Star
Sydney, 2019a).
Current research on the tourism experience endures to favour a holistic approach. In
place of concentrating only on the sense of vision, all the senses must be included, letting
tourist a more complex experience of the destination. This is also related to the
competitiveness of the destination, as it rises from numerous factors, comprising natural

MANAGEMENT 3
environment, infrastructures, supporting facilities, geographical location, climate, and
attractions (Remoaldo & Ribeiro, 2015). Tourism is considered to be very important for the
economy as it provides different benefits and its role as the commercial activity that increase
the demand and growth for different industries. Tourism not just contribute in the economic
activities but it also helps in generating revenue and employment and perform a major role in
the country’s development. Besides this, tourism is now considered to be the largest industry
and the fastest growing sector of economy. For many nations including Australia, tourism
industry is considered to be the main device for the regional development because it rouses
new economic activities (Vanhove, 2011).
The above essay has highlighted the different factors used by the Star Hotel Sydney to
increase its service demand and the facilities it offers to its clients that attracts them to avail
the services. In the conclusion, it can be said that the main strength of the Star Hotel that
helps it to gain the competitive advantage in the market are its ambience, infrastructure and
luxurious and high-class services offered to the clients. Besides this, its location is another
major strength that attracts high class customers to avail the services. However, it also has
weaknesses that can impact its performance in the market are limited promotion of the
business in comparison to other known hotels such as Marriott and Hyatt. The company
needs to work on this weakness in order to overcome the threat of competition in the market.

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References
Agoda. (2017). The Star Grand Hotel and Residences Sydney. Retrieved from
https://www.agoda.com/the-star-grand-hotel-and-residences-sydney/hotel/sydney-
au.html?cid=-218
Canning, S. (2017). The Star Sydney turns focus to restaurants and retail with new marketing
role. Retrieved from https://mumbrella.com.au/star-sydney-turns-focus-restaurants-retail-
new-marketing-role-442199?
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Remoaldo, P., & Ribeiro, J.C. (2015). Holistic approach, tourism. Retrieved from
https://www.researchgate.net/publication/287771257_Holistic_approach_tourism
The Star Sydney. (2019a). The Star Grand Hotel. Retrieved from
https://www.star.com.au/sydney/hotels-and-spa/the-star-grand
The Star Sydney. (2019b). The Star Sydney. Retrieved from https://www.star.com.au/sydney/
The Star Sydney. (2019c). It’s all about you. Retrieved from
https://www.star.com.au/sydney/hotels-and-spa
Vanhove, N. (2011). The Economics of Tourism Destinations 2nd ed. U.S: Routledge.

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