Sustainable Hotel Management in Penang

8/8/2019 Sustainable Hotel Management in Penang

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Sustainable HotelSustainable Hotel

Management in PenangManagement in Penang



ContentsContents

Executive Summary Executive Summary

Situation AnalysisSituation Analysis

Competitive AnalysisCompetitive Analysis

Problem and OpportunitiesProblem and Opportunities ObjectiveObjective

Campaign BudgetCampaign Budget

Advertising Strategy Advertising Strategy

Media Strategy Media Strategy Sales promotion Strategy Sales promotion Strategy

Campaign EvaluationCampaign Evaluation



Executive SummaryExecutive Summary

Penang is a great tourist attractionPenang is a great tourist attraction

Various tourists come to Penang Various tourists come to Penang -- Japan, Middle Japan, Middle

East, Europe, Australia, US and localsEast, Europe, Australia, US and locals Therefore plenty of strategies and efforts are Therefore plenty of strategies and efforts are

invested to develop and promote the industry invested to develop and promote the industry



What is Sustainable Hotel What is Sustainable Hotel

Management?Management?

Hotel management which incorporates itsHotel management which incorporates its

environmental responsibility towards itsenvironmental responsibility towards its

stakeholders, combined with a strive for profitstakeholders, combined with a strive for profit



Situation AnalysisSituation Analysis





Penang is a tourism destination rich with nature,Penang is a tourism destination rich with nature,

diverse culture and people , variety of foods,diverse culture and people , variety of foods,

festivals, beaches, historical buildings, attractivefestivals, beaches, historical buildings, attractiveparks and plenty moreparks and plenty more

It also enhances and helps to develop otherIt also enhances and helps to develop other

industries and businesses, as tourists spendindustries and businesses, as tourists spend

money outside the tourist industry money outside the tourist industry



Competitive AnalysisCompetitive Analysis



There are other tourist destination which provide There are other tourist destination which provide

similar attraction like Penang in Malaysian and also insimilar attraction like Penang in Malaysian and also in

the Southeast Asian regionthe Southeast Asian region

Most of the places offer substitutable or betterMost of the places offer substitutable or betterattractions, such as great beaches, nature, parks, jungle,attractions, such as great beaches, nature, parks, jungle,

historical buildings, local culture and tradition.historical buildings, local culture and tradition.

Therefore it is important for Penang tourism and hotel Therefore it is important for Penang tourism and hotelindustry to have a unique selling point to attract touristindustry to have a unique selling point to attract tourist

from foreign countries and also within Malaysiafrom foreign countries and also within Malaysia



The Hotel Industry The Hotel Industry



There are many hotels in Penang There are many hotels in Penang

Various rate 5 stars up to budget hotels, inns Various rate 5 stars up to budget hotels, inns

and domesand domes Sustainable Management is applicable for every Sustainable Management is applicable for every

type of hotel, and every hotel is able to savetype of hotel, and every hotel is able to save

costs through its adoptioncosts through its adoption



A hotel industry depends heavily on its location A hotel industry depends heavily on its location

As a location, Penang seems to lose ground. Hotel As a location, Penang seems to lose ground. Hotel

industries, owners and managements should lay out aindustries, owners and managements should lay out a

new strategy or create a new selling pointnew strategy or create a new selling point

This would help tourist to select Penang as their This would help tourist to select Penang as their

favorite vacation destinationfavorite vacation destination

We suggest a sustainable hotel management campaign. We suggest a sustainable hotel management campaign.



Problem and OpportunitiesProblem and Opportunities



ProblemsProblems



Such courses needs firm decision by the hotelSuch courses needs firm decision by the hotel

owners and high level of implementation by theowners and high level of implementation by the

hotel management.hotel management.

Mostly through voluntarismMostly through voluntarism

Involve cost, capital investment, time andInvolve cost, capital investment, time and

human resourceshuman resources

Bottom line is: if it·s not profitable, it·s not being Bottom line is: if it·s not profitable, it·s not being

implementedimplemented



OpportunitiesOpportunities



R educe operating costs (improve profitability!)R educe operating costs (improve profitability!)

R educe environmental impact:R educe environmental impact:

Sustain and protect the Penang tourist industry as a wholeSustain and protect the Penang tourist industry as a whole

Market opportunity: apply to the growing demand forMarket opportunity: apply to the growing demand for

environmental products and services (USA, EU)environmental products and services (USA, EU)

Create a firstCreate a first--mover advantage, as being on of the first touristmover advantage, as being on of the first tourist

destinations to apply sustainable managementdestinations to apply sustainable management



ObjectiveObjective



Create awareness about these opportunitiesCreate awareness about these opportunities

among hotel owners, hotel management, hotelamong hotel owners, hotel management, hotel

associations in Penang associations in Penang



Communication objectiveCommunication objective



To address the agenda or issue to the hotel To address the agenda or issue to the hotel

owners, hotel management, hotel association inowners, hotel management, hotel association in

Penang Penang

To understand what is sustainable hotel To understand what is sustainable hotel

management and how to practice itmanagement and how to practice it



Advertising objective Advertising objective



To educate hotel owners, hotel management, To educate hotel owners, hotel management,

hotel association in Penang about sustainablehotel association in Penang about sustainable

hotel managementhotel management

Create awareness among the tourism industry Create awareness among the tourism industry

players and also the public (tourists andplayers and also the public (tourists and

community)community)

To create a sustainable hotel management norm To create a sustainable hotel management norm

in the society in the society



Media StrategyMedia Strategy



Focus on multi media strategy, television ads, radio add,Focus on multi media strategy, television ads, radio add,

print ads, internet ads and some new mediaprint ads, internet ads and some new media-- hotelshotels

playersplayers

A bigger role should be played by the federal and state A bigger role should be played by the federal and stategovernment: more adds on billboards, governmentgovernment: more adds on billboards, government

official web page, and more programs that emphasizing official web page, and more programs that emphasizing

on sustainable hotel managementon sustainable hotel management

Some incentive and recognitions to the hotel whichSome incentive and recognitions to the hotel which

pursues the sustainable hotel management actively pursues the sustainable hotel management actively



Sales promotion StrategySales promotion Strategy



GovernmentGovernment

Government must and those regulators should:Government must and those regulators should:

MonitorMonitor

Implement strict rules and regulationImplement strict rules and regulation Provide consultancy regarding the practice of Provide consultancy regarding the practice of

sustainable hotel managementsustainable hotel management

More programs to educate and create awarenessMore programs to educate and create awareness

among the hotel players and publicamong the hotel players and public



Hotel PlayersHotel Players

apply ´green aspectµ in their businessapply ´green aspectµ in their business

Create or adapt services and products with moreCreate or adapt services and products with more

´greenµ features´greenµ features Invest in environmental friendly physicalInvest in environmental friendly physical

infrastructure , products and systeminfrastructure , products and system

Educate employee to apply in the daily work Educate employee to apply in the daily work Develop ¶green· rules and regulation as a guideDevelop ¶green· rules and regulation as a guide

line for customers as wellline for customers as well



Campaign E valuationCampaign E valuation



The practice and awareness level among the hotel The practice and awareness level among the hotelindustry player it self to sustainable hotel managementindustry player it self to sustainable hotel managementis very low.is very low.

This is due to much other barriers such as operation This is due to much other barriers such as operationand investment cost, lack of support from theand investment cost, lack of support from theregulators and policy makers, and many moreregulators and policy makers, and many more

Only a hand full hotel in Penang x. ShangriOnly a hand full hotel in Penang x. Shangri--La·s R asaLa·s R asa

Sayang hotel obtains ISO 14001 certificate which wereSayang hotel obtains ISO 14001 certificate which weregiven prior to they·re systematically dealt withgiven prior to they·re systematically dealt withenvironment management issues.environment management issues.



Adding this sustainable hotel management nuance to Adding this sustainable hotel management nuance to

the Penang hotel industry would definitely add anthe Penang hotel industry would definitely add an

unique selling point and value to the hotel industry inunique selling point and value to the hotel industry inPenang.Penang.

Developing Penang's tourism industry would bring Developing Penang's tourism industry would bring

more income to the Penang state and for the peoplemore income to the Penang state and for the people

lives here. This would open a lot of new opportunity tolives here. This would open a lot of new opportunity to

enhance the financial and economy growth.enhance the financial and economy growth.



Therefore, this sustainable hotel management Therefore, this sustainable hotel management

should be taken seriously by the hotel industry should be taken seriously by the hotel industry

players, state and federal government, NGO·splayers, state and federal government, NGO·s

and the masses in Penang.and the masses in Penang.



Thank you««««..

Thank you««««..

Date post:	10-Apr-2018
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Sustainable Hotel Management in Penang

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