西安威斯汀酒店SWOT分析

Group number Six

Group members

王晓宁 Annie 林倚薇Dorothy 聂硕丘 Nelson

刘婷 Tina Class HCM131

The Westin Xi'an

Abstract

Westin Hotels is an upscale hotel chain owned by Starwood Hotels & Resorts Worldwide. The business philosophy of the hotel is individual renewal and instinctive. Following those core values, it attracts more and more people come to the hotel year by year. In this article, using the SWOT analysis to analyze the four factors of Westin Xi'an, that is the strengths weakness opportunities and threats. Then sum up the hotel management status quo. At the same time, make some strategies by combining the four factors and give reasonable advices.

Keyword：Westin SWOT Strategy

Catalog

Westin hotel brand is introduction (1)

History (1)

Today (1)

SWOT analysis on the Xi'an Westin (3)

What is SWOT analysis (3)

The Strengths (3)

Strategic Location (3)

Big Banquet (3)

Business Hotel (3)

The weakness (3)

Envoys of the hotel design (3)

Internal system (4)

Hotel Staff-turnover (4)

The opportunities (4)

GDP and it growth rate (4)

The threats (5)

More competitions (5)

Four strategies (6)

SO-taking advantage and opportunity (6)

WO-take opportunity and minimum weakness (6)

ST-maintain advantage and avoid threats (7)

SPG membership card (7)

Price favorable (7)

Product mixed (7)

Sales promotion on holiday (8)

Adverting (8)

Online marketing (8)

Public relation and sponsorship marketing (8)

WT-minimum weakness and avoid threats (9)

Conclusion (10)

1 To keep our own advantage. (10)

2 Cooperate with universities, training hotel personnel to solve shortage of workers. . 10

3 Combined with the development of market economy, present the new products to

the market. (10)

4 Cut costs, reduce inflation makes the hotel expenses increased. (11)

Job summary (12)

Westin xi 'an analysis report Westin hotel brand is introduction

History

In 1930, Severt W. Thurston and Frank Dupar of Seattle, Washington met unexpectedly during breakfast at a diner. Both competing hotel owners, the two began in conversation and eventually decided to form a strategic alliance. With 17 properties, of which 16 were in Washington, they joined Peter and Adolph Schmidt and established Western Hotels.

Early management developed each property individually. After more than two decades of rapid growth, prompting a name change in 1954 to Western International Hotels, many of its properties were merged into a single corporate structure in 1958, and the company went public in 1963. In 1970, the chain was acquired by UAL Corporation. For its 50th anniversary in 1980, it changed its name again to Westin Hotels & Resorts.

In 1987, UAL Chairman Richard Ferris announced a plan to make UAL into Allegis, a travel conglomerate based around United Airlines, Hertz Rent a Car, Hilton Hotels, and Westin and linked by Apollo. This strategy failed, however, and Westin was sold in 1988 to Aoki Corporation of Japan. In 1994 Aoki sold it to Starwood Capital, real estate investment firm and parent of Starwood Lodging, and Goldman Sachs, an investment bank. In 1998 Starwood assumed full ownership of the company.

Westin claims to have been the first hotel chain to introduce guest credit cards (in 1946), 24-hour room service (1969), and personal voice mail in each room (1991). Today

Westin markets certain amenities available in its properties to the public under the brand name Heavenly. In 2005, Westin became the first hotel company to gain a national retail store presence

when Nordstrom started carrying

the Heavenly Bed line in more

than 60 stores.

Westin refreshed its partnership

with United Airlines in 2008.

United offers pillows and

blankets from their Heavenly Bed

line on select United premium

service routes between New York

City and California, as well as Westin decorations and scents in some Red Carpet Club lounges.

Especially in the last decade, Westin has focused on expanding globally. Since 2005, the number of hotels has grown from 120 locations in 24 countries to over 192 locations in 37 countries as of 2013.

Westin xi 'an introduction

Situated in the heart of Qu Jiang New District, The Westin Xian is only a few steps from fascinating cultural sites, fine dining restaurants, entertainment, and shopping areas—including the Century Ginwa Shopping Mall, just opposite the hotel. Experience residential comfort in 329 spacious guest rooms and suites. Each features contemporary design, high-tech entertainment and business options, and welcoming amenities such as the Westin Heavenly Bed?, rainforest shower, and separate tub. The Westin Xian offers a wealth of options for guests' relaxation and pleasure as well as business needs. Find pampering in the Heavenly Spa by Westin?, lounge by an invitingly warm indoor pool, or keep up with your workout routine in our state-of-the-art WestinWORKOUT? Gym. View ancient Chinese treasures at the on-site Xian Qujiang Museum of Fine Arts. Whatever your needs or requests, our multilingual Concierge staff is always at your service.

Guests may conduct business with confidence and ease through our Business Center

and select guests enjoy access

to our welcoming Westin

Executive Club Lounge.

Whatever your needs or

requests, our multilingual

Concierge staff is always at

your service.

From the simple to the exotic,

dining at The Westin Xian is

always a sensory delight,

Explore a world of authentic

Chinese menus at Five

Zen5es or savor fine Japanese cuisine and an elegant setting at Mai. Seasonal Tastes offers all-day dining, including our SuperFoodsRx menu, with something for everyone. The Lobby Lounge is the perfect gathering spot for cocktails or afternoon tea, and Daily Treats offers delectable take-away food and espresso drinks. We also offer 24-hour in-room dining, for gourmet foods and comforting meals in the privacy of your own room, whenever you wish.

Mindful meetings begin at The Westin Xian, where 12 flexible event rooms cover 2,375 square meters of fully equipped space, including our 1,440-square-meter Grand Ballroom. Our unique blend of personal and instinctive service, custom-designed menus, and state-of-the-art audiovisual equipment and support provide everything you need for a flawless and memorable event.

SWOT analysis on the Xi'an Westin

What is SWOT analysis

SWOT analysis (alternatively SWOT Matrix) is a structured planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It also can be used for the hotel. Next we will find the internal and external factors of xi 'an Westin.

The Strengths

Strategic Location

Xi’an is located in the famous historical and cultural city, ten dynasties the ancient capital of Xi’an. South Wild Goose Pogoda square, square in the east west road, north ring road and nearby Qujiang exhibition center. Xi’an Westin hotel is the first Westin hotel have its own museum in the world, which is the creation of xi’an city.

Big Banquet

The hotel has the largest banquet. The most to the hotel guest rooms and suites are Xi’an. Ranging from 45 to 135 square meters. One thousand and four hundred ninety squared meter grand ballroom without column type is one of the largest indoor activity space in Xi’an. Whole space can accommodate up to 1500 guests.

Business Hotel

Require a high level of high quality works. In response to different market price, mainly for business people, such as Airlines, Corporate executives .Business people don’t too concerned about the price, the main focus on service.

The weakness

Envoys of the hotel design

Such as the bricks, the bricks is used just same as in Palace Museum, maintenance regularly, so it will have some smell, not satisfied with the customer for this kind of smell.

Internal system

Internal system is imperfect, each department communication is bad. The lack of cohesion, needs running.

Hotel Staff-turnover

The hotel industry average turnover is 20 percent, Westin hotel staff turnover rate is the highest. Employees fell that their work is not suitable. So to seek better

opportunities and

higher payment is

their motivation.

Find a better job and

quiet. All of the

situation bring direct

economic loss to the

hotel and made the

hotel service quality

decline. So that low

employee morale. The opportunities

GDP and it growth rate

Xi’an is a tourist city. The government to develop the tourism. Tourism economy rapidly growth. In order to improve the tourism industry, government incentives the third industry construction. So gradually increasing, so the hotel business guests and travel guests gradually on the rise. The hotel development online market, can better

hotel rapid rise,for example,westin reservation,app reservation,and weibo interactive prize.

The threats

More competitions

Because of the tourism industry growth, other five-star hotels will compete with us. Living standards improve, resulting in CPI rising and wages increase, so the hotel

costs. At present, five-star hotels, home to

more than 50.it is reported, in the next 3 to

5 years, high stars hotel will expand rapidly.

J.W.Marriott, Hyatt, Shangri-La, Sheraton,

Reddison and other international chain

hotel brand will enter international hotel

market, the international hotel will face

fierce competition, according to rely on

brand, chain and franchise the Econo Hotel

is gradually rising, the gradual expansion of market share, the power become the

tourism industry which can’t be ignored.

For example, Jijiang inns, Home inns,

and hotel Suba. The Econo hotel is

expanding rapidly and penetration.

Four strategies

As we find the Xi’an Westin four factors (Strengths, Weakness, Opportunities and Threats) from the SWOT analysis. According to the hotel’s situation. We made some development strategies.

SO-taking advantage and opportunity

The key to success in this hotel is product.so we need to use it as a Sword. As we know that the strength in our hotel is best location, unique build style and excellent banquet hall. It attracts more customer’s eyes. At the same time, the opportunity of rapidly economy developed in Xi’an even China, brings more market share in this area. More foreign companies and exhibition appears. We should enhance the connect to the travel agency and exhibition business. Or we can call it MICE tourism. All the tangible products will attract more and more customer to come.

Due to our target customer are corporate executives and other high ranking business travelers. Also many group guests for visit in Xi’an.

We need to ensure the service keeping in a high quality. It should equal or much higher than the tangible products I mentioned above. I think the key to achieve this goal is to recruit the suitable employees and keep the talent in the hotel. Perhaps that issue that all hotel faced.

WO-take opportunity and minimum weakness

As a new established hotel. During the operation, we find the guest’s comments, saying the smell and inconvenience. Due to the particularly design, guests will feel like living in a puzzle or an ancient time building. In that case more signs and floor

map will be send to the gest’s cell

phone before they arrive. With the

operation gradually become stable,

the weakness impact will be

minimized.

Besides, we should fully use the

internal resources. Since we have

high turnover rate that

above-average and poor

communication among the department. Also to make sure we present a high quality service. We need to find the good examples and learn the skills about how to keep the talent employees in the hotel. The internal resources include 9 Brand of Starwood and Xi’an Westin itself. We

can absorb the suitable person first in our own part. It also can bring down the labor cost but i mprove the employees’ motivation.

The opportunity we have is more guests come for vacation and business. To exceed and ensure the service quality which customer expected. The guest's spiritual needs mostly include conference room booking, limousine service, service from business center, morning call, shoe shine, pressing and spa and exercise service.so we need to record the guest’s favor and give a real time service.To make the employees show high quality service. The way we can do are training. Experience employees can train the fresh for free, competition by team, award by each quarter.

ST-maintain advantage and avoid threats

In order to attracts more potential customer. Build our hotel to be the best choice by people in Xi’an. In the future more and more competitors arise. They are not only takes our market share but also HR source. So the method we against them is our strength. From the research the quests in our hotel are most comes from foreign country. The native customer recognition is lower than the local 5 star hotel. Improve the popularity of the local people. We decide to make some sale promotions.

A good sales management begins with marketing plan formulation, the sales management work is an integral part of the marketing strategy plan, the purpose is to perform the enterprise marketing strategy plan, the priority is to make and execute company sales strategy, to supervise and control the sales activities. As our target customer is high-end consumer groups. Our sales promotion as followed.

SPG membership card

Encourage the guest have secondary

consumption

Price favorable

Hotel products have short-term discount. Like spa, food, and room.

Product mixed

For the guests’ different needs. Hotel

has push out all kinds of combined

products to attract customers. All the

products have favorable price.

For business guest, free use the

conference room, meeting break

refreshments served coffee, during the meeting, according to the preferential offer a package price per person.

For wedding guest, provide free wedding suite, flowers, fruit and champagne, American breakfast to the room free of charge.

For local citizen, organize some entertainment sports activities, such as the weekend party, weekend acrobatic performances, etc.

Sales promotion on holiday

The holiday promotion can be takes

on the Mid-Autumn festival, Dragon

Boat Festival, Spring Festival and

valentine's day.

Adverting

It can be cover all area. Advertising on travel, local website, Blog (Weibo), community comments, video, Email address, digital magazine and search engine.

Online marketing

For convenience, more

people especially business

guests prefer to use

smartphone or Ipad to

booking or checking a room.

So the online service is

important in the management

nowadays. More connect

with airline, travel agency

and online company like Yi

long, Mango, Xie Cheng.

Public relation and sponsorship marketing

Sign negotiated Rate with famous actor. Show hotel’s product on airport or exhibition meeting. Take news conference or premiere films.

WT-minimum weakness and

avoid threats

On the left side of the picture let us clearly understand that employee satisfaction will make guest satisfaction and guest satisfaction can build loyalty, guests will constantly come to stay, they will not choose other hotels. Such profits is raised, with more money, owner will ensure that the benefit of the employee can be reached. This benefit include salary, welfare and follow the training funds raise, staff development space will be increase which can leads to high quality service. The employees have enthusiasm for work. This is a virtuous circle.

In order to minimum weakness and avoid threats, we should keep balance among the staff, hotel benefit and customers, only in this way can avoid disadvantages, to achieve the ultimate goal of the hotel.

Conclusion

Our aim is make bussiness guests would more prefer to choose our hotel. Combining my teammates analysis, we can draw the following conclusions:

1 To keep our own advantage.

As the first hotel in Xi'an has its own museum, Westin has a Chinese Tang dynasty artchiture style appearance, and a combination of world-renowned hotel group management experience and strong membership, deeply attracts tourists at home and abroad.

2 Cooperate with universities, training hotel personnel to solve shortage of workers.

Qujiang has a great educational and cultural resources, for the hotel to provide more high-quality staff. Through investigation we know that the staff are most concerned about is whether to get a better development in the hotel, so the hotel should be planning for their employment prospects, strengthen skills training, provide more opportunities for internal promotion, increase employee variety of benefits, made them have sense of belonging, improve their royalty.

3 Combined with the development of market economy, present the new products to the market.

Government support for the tourism industry to catch the opportunity, and the exhibition industry is development. The hotel should pay more attention on it and may be able to increase profits, and we know that most customers through the Internet and television media and magazines are three ways to know about this hotel tourism industry. So we can promote our business facilities, improve our name’s well-know through this way, and make more and more customers know us. Offer a variety of product package to attract guests would expanding tourist maket, give them more choices.

4 Cut costs, reduce inflation makes the hotel expenses increased.

Training of staff multifaceted talent, to make each employee could have many skill and fit on many position, use less human resources earn more money. Maintain the hotel's service quality while reducing waste, encourage guests energy-saving with us to reduce wastes. For example do not need to clean the room every day they can get to the hotel restaurant coupons or get a fruit plate for free，take measures to save money and energy is helpful environmental protection and enhance the hotel’s prestige.

Job summary