A Comparative Analysis Of The Hotels Across The World - Essay Example

? A Comparative Analysis of the Hotels across the World Executive Summary The report reflects three different hotels situated in different parts of the world. Each hotel has different geographic and demographic location and each of them targets different segments of customers. A comparative analysis of the three hotels will be done to analyse the differences as well as the similarities between them. The first is Bellagio. Bellagio is one of the luxury hotels located at Las Vegas. The quality of art and architecture in Bellagio attracts the customers mainly. It portrays the Italian culture. The main goal of the hotel is creating an ambience which will help the customers to understand the true value of the hotel by means of its constructions. Bellagio focuses on attracting the upper middle class of the society. It tries to bring in the wealthy customers and retain them by providing excellent services. The wonderful fountain dance shows along with the art and architecture, quality services and the casino game shows have helped the resort to the AAA five Diamond Award for 11 times. The second hotel is Sheraton Macao Hotel. It is a hotel situated in Macau. This hotel consisting of 3896 rooms is the biggest hotel in Macau. Sheraton Macao Hotel is built using the modern concept where the Family Suites and the Club Rooms give the view of the renowned Cotai Strip. The brand new hotel provides guest rooms to the customers portraying the state-of-arts having a balcony. The hotel provides six restaurants, bars and a gym. The target market of Sheraton Macao hotel is the upper class of the society. It has designed its services in such a manner which is affordable by the rich section of the society mostly. It mainly focuses on the rich families and also the tourists who visit Macao during their holiday seasons. The third hotel is New York Hilton Midtown. New York Hilton Midtown is situated in New York. It is the biggest hotel of the city and the 101st tallest hotel of the world. The hotel is a walking distance away from the premier attractions of the city i.e. Times Square, Fifth Avenue shopping, Radio-City Music Hall etc. The hotel has been built based on the modern concept and contains spacious guest rooms to provide on demand entertainment. The location of the hotel is within the reach of the city’s most popular attractions and the local transportations. New York Hilton Midtown is a 24 hours business centre where all important business meetings are held. Thus the main focus of the hotel is the business travellers. Each of these hotels has different concepts as well as different target markets. It is due to this reason that the services offered by them differ to a great extent. Each hotel has been able to achieve a competitive advantage over its competitors by implementing own marketing and pricing strategies. They have maintained a successful position in the market by choosing the concepts and target markets in relation to the environment. Table of Contents Executive Summary 2 Table of Contents 3 Introduction 4 Concept 4 Target Markets 5 Market Positioning 6 Experience offered 7 Planning and Design Solutions 8 Response to the environment 9 Conclusion 10 References 11 Introduction The design of a hotel plays an important role in achieving competitive advantage in the hospitality industry. It helps to give a separate identity to a hotel and draw the attention of the customers towards it. Moreover, the quality of services provided by a hotel also helps it to achieve success in the industry. The project deals with the comparative analysis of three hotels from different geographical locations. This will help us to identify the similarities as well as the differences between the 3 hotels which have enabled these hotels to achieve success. Bellagio is one of the luxury hotels located at Las Vegas. The parent company of the hotel is MGM Resorts International. It was opened on 15th October, 1998. The hotel has been built after the demolition of the hotel and casino named Dunes (Saving America's Mustangs Foundation, 2012). It was built on the grounds of Dunes only. The hotel has 3015 rooms, 36 floors and the height of 508 ft. The hotel offers services like spa facilities, restaurants, casino etc. Sheraton Macao Hotel is a hotel situated in Macau. This hotel consisting of 3896 rooms is the biggest hotel in Macau. The hotel was inaugurated on 20th September 2012. As already mentioned earlier, it consists of 3896 rooms including the deluxe rooms, the club rooms and also the suites. It offers services like Aerobic room and gymnasium, spa facilities, restaurants, swimming pools etc. New York Hilton Midtown is situated in New York. It is the biggest hotel of the city and the 101st tallest hotel of the world. The project was developed by Hilton Hotels Corporation, Uris Building Corporation and Rockefeller Group. The actual architect of the hotel was Morris Lapidus, who has proposed a Fontainebleau Hotel- type building. However, he had to stop the project as he was also dealing with the project of designing Americana Hotel, which was a competitor of New York Hilton Midtown. The project was finally completed by William B. Tabler. The hotel was offering 2153 rooms which made it the largest in the New York City. The hotel was inaugurated on 26th June 1963. Concept The quality of art and architecture in Bellagio attracts the customers mainly. It portrays mainly the Italian culture (Bellagio, 2012a). The main goal of the hotel is creating an ambience which will help the customers to understand the true value of the hotel by means of its constructions (Inland Architect, n. d.). Thus the hotel was built on traditional concept. The focus was to concentrate on the presentation for impressing the visitors. Bellagio makes attempt to advance itself from all the aspects in order to give a unique appearance to those who come to Las Vegas for the first time. The quality services of the hotel aims at providing comfort and relaxation to the visitors. Sheraton Macao Hotel is built using the modern concept where the Family Suites and the Club Rooms give the view of the renowned Cotai Strip (Sheraton, 2013). The brand new hotel provides guest rooms to the customers portraying the state-of-arts having a balcony. The hotel provides six restaurants, bars and a gym. New York Hilton Midtown has been built in the heart of the city New York. The hotel is a walking distance away from the premier attractions of the city i.e. Times Square, Fifth Avenue shopping, Radio-City Music Hall etc (New York Hilton Midtown, 2012a). The hotel has been built based on the modern concept and contains spacious guest rooms to provide on demand entertainment. The location of the hotel is within the reach of the city’s most popular attractions and the local transportations. Comparison: Differences Similarities Bellagio Traditional Italian architecture. Every hotel is environment conscious and has included important measures in their concepts for maintaining the environment sustainability. Sheraton Macao Hotel Modern concept featuring the Cotai strip. New York Hilton Midtown Modern concept of relaxation to the business travellers mainly. Target Markets Bellagio focuses on attracting the upper middle class of the society. It tries to bring in the wealthy customers and retain them by providing excellent services. The pricing strategy of the hotel has been planned in such a way that it suits the demands of the rich people i.e. the upper middle class of the society. The casino was opened by the Hotel to attract the game lovers of Las Vegas as well as those who have come to visit the place. Bellagio focuses on the business travellers. The target market of Sheraton Macao hotel is the upper class of the society. It has designed its services in such a manner which is affordable by the rich section of the society mostly. It mainly focuses on the rich families and also the tourists who visit Macao during their holiday seasons. New York Hilton Midtown is a 24 hours business centre where all important business meetings are held. Thus the main focus of the hotel is the business travellers. The large conference rooms of the hotel provide opportunities for carrying out important business meetings and conferences. Market Positioning As already said earlier, the pricing strategy of Bellagio has been set up to suit the needs or the demands of the upper middle class of the society. The hotel is in a very successful position and has succeeded in achieving the AAA five Diamond Award for 11 times (Las Vegas Review Journal, 2010). The hotel is famous for providing one of the best infrastructures to its visitors. The marketing strategy and the service mix of Sheraton Macao Hotel have been designed in such a manner that it suits the upper class families of the society. The pricing strategy can be afforded by the rich families mostly. Sheraton Macao Hotel is the largest hotel in Macau. The marketing strategy followed by the hotel has helped it to achieve a remarkable position among the world’s top hotels by attracting a large number of customers. The target market of New York Hilton Midtown is the business travellers who travel to New York for business purposes. The quality services provided to the business travellers along with the additional facilities like spa services, gymnasiums etc has helped the hotel to position itself as one of the luxurious hotels in the world. Comparison: Differences Similarities Bellagio Target market is the rich sections of the society. The hotel focuses on bringing the game lovers by the game shows of casino and non game lovers by providing the scenic beauty of the wonderful fountains. The target people of all the hotels are belong to the upper class of the society. Sheraton Macao Hotel Target market is mainly the upper class families in Macau and the travellers or tourists who visit there. New York Hilton Midtown Target market is the business travellers who visit to New York for business purposes. Experience offered Bellagio wants to offer to its customers the best experience which they ever had. The casino of Bellagio provides satisfaction to the gamers. Apart from the gaming section and the excellent architecture of the hotel, it is also well known for the world famous wonderful fountain. These fountains have been designed with the help of special designers (Bellagio, 2012b). Moreover, in order to make the visitors feel the uniqueness of the hotel, it organises various trips to different destinations. The guests can feel the uniqueness in the environment of the hotel as soon as they enter. Sheraton Macao Hotel offers Sheraton Family Suites and Club Rooms which provide views of the renowned Cotai Strip. The resorts provide a feeling of satisfaction to the customers (Starwood Hotels & Resorts Worldwide, 2013). The world class accommodation along with the friendly services helps to maintain long term relationship with these customers and increase the reputation of the hotel by the word of mouth. New York Hilton Midtown provides a wide range of family suites and guest rooms which are carefully designed to help the customers feel relaxed (New York Hilton Midtown, 2012b). Spacious and stylish guest rooms provide a refreshing rest to the customers. The executive floors or the suites provide accessibility to the executive lounge for having complimentary continental breakfasts. The additional services provided provide a feeling of satisfaction to the customers. Differences Similarities Bellagio Apart from the convenient services provided, game shows and wonderful fountain dance shows are also shown to the visitors. All the three hotels offer additional facilities like the spa and gymnasium. Sheraton Macao Hotel Family services are provided. World class accommodation with friendly services helps to maintain long term relationship with the customers. New York Hilton Midtown Fast services mainly to match up with the busy schedule of the business travellers. Planning and Design Solutions Bellagio tries to update its services in all aspects so that the visitors can feel the uniqueness of the hotel. The hotel wants to provide a memorable experience to those visitors who are visiting Las Vegas for the first time. The Casino attracted the game lovers towards Bellagio. One of the main challenges of the hotel was attracting the non gamers. Apart from the gamming section and also the art and architecture, Bellagio is well known for the wonderful fountains which are designed by special designers. In front of the building of the hotel more than 1000 wonderful fountain dances are shown. Moreover, the hotel’s conservatory and botanical gardens make it the most attractive holiday destinations for maximum visitors (Bellagio, 2012c). The remodelling of the hotel has been done by MGM Resorts International design group. The rooms have been designed using brighter colours and lights for bringing a variation in them. The availability of 3 different types of colour palettes has enhanced Bellagio to become one amongst the world’s iconic resorts. Sheraton Macao Hotel is a part of the newest resort complex of Macao. The 3896 room hotel is the largest hotel in Macau. The 3896 guest rooms include club rooms, deluxe rooms and family suites. The aerobics room and gymnasium provide various fitness programmes to the customers. The rooms of the hotel have been designed based on the modern concepts of the Cotai Strip to provide a feeling of comfort and satisfaction to the visitors. A memorable event is held in the Grand Ballroom of the hotel or the six junior ball rooms. The club lounge offering complimentary breakfast and variety of beverages provides the perfect environment to the customers to spend quality time with their friends and families. New York Hilton Midtown hotel has been built on the basis of the modern concepts of art and architecture. The rooms are designed, based on the convenience of the visitors. The stylish guest rooms include all the necessities required to provide an unforgettable experience. The guest rooms contain marble baths, 37 inch HD Television, in room thermostat control and various other facilities to provide a memorable experience to its visitors. The family suites provide all the facilities of the guest rooms along with spacious living areas, bottled water and accessibility to the Executive Lounge. Response to the environment Bellagio’s response to the environment is that it uses eco friendly objects in the rooms like reusable towels, LED lights etc. The hotel concentrates on the fact that the environment is eco friendly. Moreover, the fountains have not been designed only for the purpose of beauty, but also to balance the ecosystem. Bellagio always keeps the responsibility to recycle almost 50 percent of the wastes. The conservatory and botanical gardens also help to protect the environment. Thus it does not focus on the success only, but also tries to maintain the environment sustainability. Sheraton Macau Hotel has maintained the greenery outside the hotels and resorts, not only to maintain the scenic beauty but also to meet its responsibilities towards the environment. The surroundings of the hotel have been designed in such a manner so that it can prevent the pollution. New York Hilton Midtown has reduced the use of paper in its operational activities. Moreover, the increase in the use of solar energy and decrease in the carbon foot print in the value chain has helped the hotel to ensure the environmental sustainability. Differences Similarities Bellagio Use of eco friendly objects. All the three hotels have adapted the use of greenery in their operational activities. Sheraton Macao Hotel Designs of the hotel and the surroundings are made to prevent the pollution. New York Hilton Midtown Reduced use of paper, use of solar energy, decreased use of carbon footprint in the value chain. Conclusion It is difficult to perform the comparative analysis of these three hotels or resorts, as the geographical locations and the other environmental situations are very different. Each of them has implemented different marketing strategies to attract their target markets and have adapted to the environment in their own unique way. The hotels should try to broaden their target markets in order to maintain their position in the market. References Bellagio, 2012a. A Walk through Bellagio. [online] Available at: < http://www.bellagio.com/press-room/press-releases.aspx> [Accessed 11 May 2013]. Bellagio, 2012b. Fountains of Bellagio. [online] Available at: [Accessed 11 May 2013]. Bellagio, 2012c. Conservatory & Botanical Gardens. [online] Available at: [Accessed 11 May 2013]. Inland Architect, No Date. Big, Bigger and Bellagio. [pdf] Available at: < http://inlandarchitectmag.com/pdf/Bellagio.pdf> [Accessed 11 May 2013]. Las Vegas Review Journal, 2010. Bellagio Earns 10th Straight AAA Five Diamond Award. [Online] Available at: [Accessed 11 May 2013]. New York Hilton Midtown, 2012a. At A Glance. [online] Available at: < http://www3.hilton.com/en/hotels/new-york/new-york-hilton-midtown-NYCNHHH/index.html> [Accessed 11 May 2013]. New York Hilton Midtown, 2012b. Rooms & Suites. [online] Available at: [Accessed 11 May 2013]. Saving America's Mustangs Foundation, 2012. SAM Welcomes Steve and Andrea Wynn to Advisory Board. [online] Available at: [Accessed 11 May 2013]. Sheraton, 2013. View from the Top. [online] Available at: [Accessed 11 May 2013]. Starwood Hotels & Resorts Worldwide, 2013. Brands: Sheraton ‘Share resorts with friends and family’. [online] Available at: [Accessed 11 May 2013]. Read More