-------------------------------------------------
Case Study

-------------------------------------------------
Brief Description of the Organisation – The International Hotel Group

The International Hotel Group

The International Hotel Group started business with two small boutique style hotels in Melbourne, Australia. Over a period of 15 years it has grown to now comprise a chain of 20 hotels across 5 different countries in the Australasian region. This growth was a result of an acquisition of a small hotel chain and establishment of some new properties, mainly in Australia. The group employs cultural specialists and prides itself on its multicultural expertise that assists with its success in welcoming guests from all regions …show more content…

The Hotel Group will introduce a segmented approach to marketing to appeal to higher income and medium income markets with the main focus on the higher income.

-------------------------------------------------
Organisational Values Statement 1. Team work is the key to success. 2. Customer service is what we do best! 3. We endeavour to show respect to all people, be supportive of our co- workers and work towards achieving the organisational goals. 4. We are all in this together and focussed on being the best chain of boutique hotels in the world! 5. We value clear communication and the right to express our opinions in a polite and pleasant manner and we extend this right to others. 6. We endeavour to support others by observing all appropriate legislation and guidelines and ensure that our hotels are safe environments.

-------------------------------------------------
Sales Figures

The Hotel Group sales figures are very strong in the summer months but not good in the winter months. Sales in this case refers to the number of hotel room bookings for each quarter. On an average during Spring and Summer, hotels are operating at a capacity of 90 % of rooms are filled at least 6 days/week. There are still some opportunities on the weekends as the hotels are used by business customers so mid-week bookings are strong.

In the Autumn and Winter seasons, bookings are down to 70% of rooms filled only 5 days/