Hong Kong´s hospitality sector: the business case for quarantine hotels: the landmark mandarin oriental

• Autor(a) principal: Li, Ran
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/138971
• topic: Brand strategy; Strategy and international business; Hospitality industry; International marketing; Quarantine package; Hong Kong; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This work project focuses on analyzing The Landmark Mandarin Oriental as a quarantine hotel and aims to provide an optimized marketing plan. With insights from 5C analysis, interview and survey analysis about The Landmark Mandarin Oriental, increasing occupancy rate of non-suite rooms and improving brand awareness abd image are identified as the goal of the new marketing plan throughout they ear of 2022. Continuing being on the quarantine hotel lists hould be considered by the hotel. When providing personalized offerings to individual and family guests, decreasing prices of non-suite rooms, along side being more active in social media campaigns, the hotel is expected to raise occupancy rate to 84% and reach higher daily Rev PAV.