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INDUSTRY RESEARCH: THE MANILA HOTEL
THE MACARONS GROUP
I. Introduction
I. IntroductionOur country’s hotel industry is
expected to see a continued growth in the next five years, according to a
newly released Philippine Star article.
I. Introduction
It is our duty as citizen of this country to pay full attention to some of our country’s growing industries.
I. Introduction
We can always be informed about some of our country’s premium
hotels.
II. Industry Analysis
Hotel IndustryHotel Industry is a form of
business relating to the provision of
accommodation.
To distinguish the types of hotel industry, there are some things to classify them. Among them are:
1.By location (Hotels City or town, Residential hotel, Hotel resort)
2.Based on theNUMBER OF ROOMS
3.Based on the classification
Key Players
Consumer Spending
Spending on Hospitality The Hotel Consumers
International
On a Specific Basis
The Hotel ConsumersExpensive Hotels, High Service Hotel Less Expensive, Moderate Service
Consumer Spending on a Specific Hotel
Expensive Hotels, High Service Hotel Less Expensive, Moderate Service“Based on socioeconomic class of A to B, a consumer spends usually ranging
to P12,750 as the lowest to P92,245+ in a five star hotel, already including the
corporate promos. ”
- Mr. Mhel Kelvin Tan
A Consumer of a less expensive and with a moderate service hotel can spend P850 to P2845 in a 24 hour
stay.
Mariposa Hotel, Sogo Hotel
International Consumer Spending in Hotel Industry
Accommodation
Accommodation
Accommodation
Accommodation
Competitive Landscape
II. Industry analysis:
Production and Cost Issues
1)Labor and skills shortage
It has become a global challenge to attract and retain qualified
workers because of the industry’s reputation
itself.
II. Industry analysis:
Production and Cost Issues
1)Labor and skills shortage - SOLUTION
Grow your own.Hotel companies need to
develop internal programs to create
attractive career paths.
II. Industry analysis:
Production and Cost Issues
1)Labor and skills shortage - SOLUTION
Pay for productivity. Hospitality is a labor intensive business.
II. Industry analysis:
Production and Cost Issues
2) Escalating operating costs
There is a concern about operating
expenses increasing at a greater rate than
income.
II. Industry analysis:
Production and Cost Issues
2) Escalating operating costs -
SOLUTION
Monitor the brand standards.
II. Industry analysis:
Production and Cost Issues3) Rising of energy costs
It may decline the hotel industry’s sale.
II. Industry analysis:
Production and Cost Issues
3) Impact of the rising of energy
costs - SOLUTION
Energy’s continuing threat to the industry will undoubtedly force industry executives to be more creative, or at
least more conservative.
II. Industry Analysis: Current Pricing Practices
1)Service GuaranteesThe guarantee gives the customers a recourse — usually a reduced price or refund —for a burden that they have endured.
II. Industry Analysis: Current Pricing Practices
2) Flat-Rate PricingFlat-rate pricing alleviates customers’ uncertainty by agreeing on a price beforehand.
II. Industry Analysis: Current Pricing Practices
3) Price BundlingThe act of placing several products or services together in a single package and selling for a lower price than would be charged if the items were sold separately.
II. Industry Analysis: Current Pricing Practices
4) Competition PricingSetting a price in comparison with competitors.
II. Industry Analysis: Current Pricing Practices
5) Product Line PricingPricing different products within the same product range at different price points.
II. Industry Analysis: Current Pricing Practices
6) Psychological PricingThe seller here will consider the psychology of price and the positioning of price within the market place
Company Analysis
III. Company Analysis: Company Background
SERVING BEAUTIFUL MEMORIES
103 YEARS AND COUNTING
Then and now, our halls have always been the choice for
classic luxury.
III. Company Analysis: Company Background
FACILITIES AND SERVICES
1)Rooms & Suites
Decorated in classic Filipiniana for your convenience and
comfort.
III. Company Analysis: Company Background
FACILITIES AND SERVICES
2) Meetings & Events
The modern meeting facilities are well
equipped.
III. Company Analysis: Company Background
FACILITIES AND SERVICES
3) DiningThe Manila Hotel offers a wide-ranging line-up of restaurants from French
and Italian cuisine to Chinese and local and international flavors.
III. Company Analysis: Company Background
FACILITIES AND SERVICES
4) Cafe Ilang-Ilang
A renaissance of chic casual dining.
III. Company Analysis: Company Background
FACILITIES AND SERVICES
5) Mabuhay Palace
Tickles the palate with authentic Cantonese
cuisine.
III. Company Analysis: Company Background
FACILITIES AND SERVICES
6) Champagne Room
Relive the grandeur of Old World Europe.
III. Company Analysis: Company Background
FACILITIES AND SERVICES
7) TaproomEnjoy snacks and drinks
amidst a cozy atmosphere.
III. Company Analysis: Company Background
FACILITIES AND SERVICES
8) Pool Bar Sit back in any of the luxurious DEDON orbit
chairs that line the upper deck.
III. Company Analysis: Company Background
FACILITIES AND SERVICES
9) Health Club Fully equipped with the
high technology Life Fitness Signature Series
machines.
III. Company Analysis: Company Background
FACILITIES AND SERVICES
10) Health & Wellness Center A unique environment
combining leisurely pampering and genuine
Filipino hospitality.
III. Company Analysis: Company Background
“It varies.”- Sir Mhel Kelvin Tan
TARGET MARKET
III. Company Analysis: Company Background
“There are certain corporate
companies, too, but government
occupies larger area.”
- Sir Mhel Kelvin Tan
TARGET MARKET
III. Company Analysis: Company Background
“Kasi flexible naman ang Manila
Hotel.”- Sir Mhel Kelvin Tan
TARGET MARKET
III. Company Analysis: Company Background
MARKETING STRATEGIES
“As sales, our main job is to do sales
call.”- Sir Mhel Kelvin Tan
III. Company Analysis: Company Background
MARKETING STRATEGIES
“Usually, we use social media.”
- Sir Mhel Kelvin Tan
III. Company Analysis: Company Background
MARKETING STRATEGIES
“ Like recently we have holiday, yung holy week, we sell
the room from P9,395 to P4,100 +
+.”- Sir Mhel Kelvin Tan
Main Competitors
SHANGRI - LA
Edsa Shangri-La is a 5-star luxury hotel located at Ortigas Center, Mandaluyong, Philippines. The hotel is designed in a beach-resort style within the downtown area of the city.
SOFITEL
Sofitel Philippine Plaza Manila is an iconic 5-star luxury resort nestled in an expansive tropical setting close to the largest convention center, theaters, museums, government offices and the Mall of Asia.
THE PENINSULA MANILA
The Peninsula Manila has set the benchmark for luxury and sophistication. Known affectionately as the “Jewel in the Capital’s Crown” for its legendary presence in the heart of Makati City.
HYATT CITY OF DREAMS MANILA
Hyatt City of Dreams Manila is a stylish, modern hotel at City of Dreams Manila—an exhilarating 6.2-hectare integrated hub of international retail, world-class dining and globally renowned nightclubs and entertainment within Paranaque’s Entertainment City.
Demand Factors
Importance of Price to Consumer of the Business
The Buying Behavior of Consumers
How Sensitive Consumer to Price
Importance of Price to the Consumer of the Business
According to our Interviewee, Price is how consumer perceived the quality of the hotel can give. They feel secured that they will get what they pay for.
The Buying Behavior of ConsumersIn Service Marketing Perspective
● Their Perception- Manila Hotel gives good quality of service and provides luxurious
facilities = Willing purchase Service- Five Star Hotel = Expensive● Higher the Price = More Willing to Purchase Services● Promos for Flexibility of Target Market
How Sensitive Consumer to PriceAccording to Mhel Kelvin Tan, the corporate account manager of Manila Hotel, consumers of the said hotel are not price sensitive because of the socioeconomic class that they belong to. They are willing to spend money for their necessities/wants in the hotel.
III. Company analysis:
Production and Cost Issues
1)Labor and skills shortage
It has become a global challenge to attract and retain qualified
workers because of the industry’s reputation
itself.
III. company analysis:
Production and Cost Issues
2) Escalating operating costs
There is a concern about operating
expenses increasing at a greater rate than
income.
III. Company analysis:
Production and Cost Issues3) Rising of energy costs
It may decline the hotel industry’s sale because travel expenditure will probably be the one of the many things the
personal and corporate individuals will
eliminate given the fact that energy costs gets
higher.
III. company analysis:
Production and Cost Issues
4) Escalating construction and renovation costs
For new constructions, the increasing
construction cost will add up to the capital requirements for a constructing hotel.
III. company analysis:
Production and Cost Issues
5) Accelerating change and merging of
technologies
The investment required to adapt to these rapid changes
regarding technology is really significant for
this industry.
Current Pricing Strategy- Going Rate Pricing
According to Mr. Tan they base the price largely on the competitor's’ price
- Seasonal Discounts
Christmas, Easter Sunday, etc.
- Quantity Discounts
For Companies
Conclusion
●Be Knowledgeable of the Competitors
“Pressure isn’t always a bad thing. Without pressure, there are no learnings.”
- Dawn
Sourceswww.fivestaralliance.com/luxury-hotels/800/asia/philippines/manila
www.euromonitor.com/consumer-lifestyles-in-the-philippines/reportwww.nielsen.com/ph/en/insights.html?tag=Category%3AConsumerhttp://www.hospitalitynet.org/news/4025771.htmlhttp://industry-trade.blogspot.com/2011/09/h otel-industry-definition-and.htmlhttp://manila-hotel.com.ph/section/rooms/http://www.udel.edu/alex/chapt6.html