Hong Kong´s hospitality sector: the business case for hotel quarantine -Kerry hotel

• Autor(a) principal: Yang, Xiaohan
• 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/10362/139916
• topic: International business; Strategy and international business; Brand management; Product development; Hospitality industry; Quarantine package; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This work project focuses on analyzing HK‘s hospitality sector with a focus on quarantine hotels. It aims to provide an optimized marketing plan for, Kerry Hotel“, Four Points by Sheraton“ and, The Land mark Mandarin Oriental“, which are exclusively operating for quarantine guests. The following chapters are showing a comprehensive HK tourism market overview and hospitality sector analysis, company insights, impact assessments of Covid-19 and newly developed marketing plans. With insights from 5 C analysis, interviews and survey about Kerry Hotel, continuing being on the quanrantine lists hould be considered by the hotel. With improving the quality and increasing the variety of its current quarantine package and setting a new price with the new product & service packaging added, the new marketing plan will help Kerry Hotel reach the goal of occupancy rate of 80% and generate a positive NP Vat the end of 2022.