Business Report: SWOT Analysis of Quest Midland in Australia

This report presents a SWOT analysis of Quest Midland, a serviced apartment property located in Perth, Australia. The analysis aims to identify factors influencing occupancy rates. The strengths of Quest Midland include competitive pricing, free booking for corporate clients, and a strong reputation. Weaknesses involve the increasing competition and limited focus on short-term travelers. Opportunities include expanding the client base by offering tours and virtual room views, and advertising. The primary threat is the presence of many luxury hotels in Perth with similar services and online booking platforms. The conclusion suggests that Quest Midland can increase occupancy by capitalizing on the identified opportunities, such as offering tours to local attractions, providing virtual room views, and advertising at nearby attractions. The report includes references to relevant academic sources supporting the analysis.

Running head: SWOT ANALYSIS OF SERVICED APARTMENTS IN AUSTRALIA
SWOT Analysis of Serviced Apartments in Australia
Name of the Student:
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Author Note:

1SWOT ANALYSIS OF SERVICED APARTMENTS IN AUSTRALIA
Introduction
The property of Quest Midland is located at Perth, Australia and offers apartment
sized rooms with a focus to acquire corporate travelers who are willing to stay in for a long
time. In this assignment, a SWOT analysis of Quest Midland would be done with an aim to
increase the occupancy rapidly.
SWOT Analysis
Strengths Weaknesses
 The primary strength of Quest
Midland is its reasonable price rate,
which boasts of being one of the best
rates according to the rooms offered
 Another strength of Quest Midland is
that it offers free booking for its
clients
 Quest Midland offers instant booking
as well
 Quest Midland is also situated to
close proximity to local attractions
such as, Guildford Heritage Walk
Trials, Panache Living and The Swan
Valley, moreover, the communication
from the hotel to these attractions are
also very easy (Sainaghi, Phillips and
 The basic weakness of Quest Midland
is the increasing number of similar
companies in its vicinity
 Another weakness of Quest Midland
is that it mainly offers rooms for
corporate travelers who will stay for a
long time, thus it misses out on plenty
of other sections of travelers who
wish to stay just for some time
(Questapartments.com.au, 2018)

2SWOT ANALYSIS OF SERVICED APARTMENTS IN AUSTRALIA
Corti 2013)
 Another strength of Quest Midland is
its high reputation among the frequent
travelers who flock in the hotel, their
ratings, which are usually very good
are displayed in the hotel’s official
website (Questapartments.com.au,
2018)
 Quest Midland also possesses world
class facilities as well as rooms,
which are both spacious along with
being top class in its services
Opportunities Threats
 Quest Midland has the opportunity to
expand its client base by offering
frequent tours to the nearby tourist
attractions from the hotel itself by
arranging buses for the tours
 Quest Midland also possesses the
opportunity to acquire more
customers by putting up 360 degree
virtual view of each type of their
hotel rooms available, this will give
the potential customers a feel of the
rooms in advance
 The primary threat of Quest Midland
is the presence of a lot of luxury
hotels in Perth, which offer similar
services along with sharing a similar
reputation like that of Quest Midland
due to which Quest Midland might
face severe market competition
 Another threat for Quest Midland are
the online booking of hotels through
apps and websites which compare
them unfairly on the basis of the size
as well as the price of the rooms,

3SWOT ANALYSIS OF SERVICED APARTMENTS IN AUSTRALIA
 Another opportunity of Quest
Midland would be to promote their
business by advertising in the nearby
local tourist attractions in order to
attract the frequent visitors from those
local attractions to the hotel
which is not fair as the facilities and
services are not counted in the ratings
Conclusion
Therefore, from the above SWOT analysis, it can be concluded that, the occupancy of
Quest Midland can be rapidly increased by tapping into opportunities such as, offering
frequent tours to the local attractions, which will attract more customers, giving a 360-degree
virtual view and to advertise in the nearby local attractions in order to attract more customers.

4SWOT ANALYSIS OF SERVICED APARTMENTS IN AUSTRALIA
References
El Haddad, R., Hallak, R. and Assaker, G., 2015. Price fairness perceptions and hotel
customers’ behavioral intentions. Journal of Vacation Marketing, 21(3), pp.262-276.
Grissemann, U., Plank, A. and Brunner-Sperdin, A., 2013. Enhancing business performance
of hotels: The role of innovation and customer orientation. International Journal of
Hospitality Management, 33, pp.347-356.
McManus, L., 2013. Customer accounting and marketing performance measures in the hotel
industry: Evidence from Australia. International Journal of Hospitality Management, 33,
pp.140-152.
Questapartments.com.au. (2018). Perth Accommodation | Serviced Apartments | Quest
Apartment Hotels. [online] Available at: https://www.questapartments.com.au/City/perth
[Accessed 28 Jun. 2018].
Sainaghi, R., Phillips, P. and Corti, V., 2013. Measuring hotel performance: Using a balanced
scorecard perspectives’ approach. International Journal of Hospitality Management, 34,
pp.150-159.