Panda Hotel – Marketing Research Essay
One of the biggest Hong Kong based organisations “Hopewell Holdings Limited” is an infrastructure and property company was founded by Sir Gordon Wu Ying Sheun. Hopewell was listed on the Hong Kong Exchange Market since 1972. It has involved with diverse investments in infrastructure projects, property developments, construction management, hospitality and catering management. It has property capital of more than 3 million square feet in Hong Kong, mostly are invested in commercial and residual purposes.
Panda Hotel is one of the subsidiary businesses of Hopewell Holdings Limited, which located in one of the busiest district of Hong Kong, Tsuen Wan where was the first satellite town developed by the Hong Kong Government in the 1950’s as they have foreseen and discovered its potential. It is a facilitated hotel with 30 floors, providing more than 1000 guestrooms with different themes in different levels. Fully equipped facilitations are also including swimming pool, gym, conference rooms, 4 restaurants, sport bar, venues, ballroom and an executive business centre. It is ideal to take geographical advantage that to be located at the centre of Tsuen Wan, less than 30 minutes away from Hong Kong International Airport and Asia Expo, public transports like MTR and West Railway
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More than 5 shopping malls and thousands of stores can be reached in a very short time.
Panda Hotel Swot Analysis
Potential to capture most corporate business in Tsuen Wan, Kwai Tsing, Lai Chi Kok, Cheung Sha Wan and Lantau Island by sales blitz activity Newly renovated rooms and our upgraded facilities catering for high-yield corporate business Covered walkways directly from hotel lobby to nearby MTR stations 18-25 minutes drive to Hong Kong Disneyland, Hong Kong International Airport and Asia World Expo through Tsing Yi North Coastal Road Easily accessible to Central Business District and the Hong Kong Exhibition and Convention Centre through the Western Harbour Tunnel Free hotel shuttles bus service to and from Tsimshatsui via Mongkok, China Hong Kong City and Hunghom MTR.
Relatively small room size compared with our major competitors as L’Hotel Nina, Royal View, Regal Riverside, Harbor Plaza 8 degree and L’hotel Island south. No spectacular views
External outlook is not contemporary
Old ordinary shabby furniture
Located in a busy area with noisy and air polluted environment
Keep a good contact with the potential exhibitions and events organizers to develop more trade fair business The construction works for Guangzhou – Shenzhen – Hong Kong Express Rail Link is undergoing To organize presentations and offer special rate to high-production travel agents to build awareness and develop on-going business relationships Individual Visitor Scheme open door to citizens in Mainland China travel to Hong Kong without joining the tour group Improve overseas exposure by attending overseas major trade fairs Open sky policy and routes to provides convenience for airlines crew , stopover, layover and transit passengers
More competitive hotels opened or will be opened in Tsuen Wan area: L’Hotel/ Nina/Silka Far East Hotel/Royal view Hotel/Cosmopolitan Hotel (2012 4th quarter) The continuing impact of the financial crisis
More regional head-quarters and offices moved from Hong Kong to Mainland China and other Asian countries Intensive of competition due to the increased hotel room supply Tsunami disaster in Japan discouraged / leisure travelers to cut down their desire of overseas traveling.
From 2006, there are three new hotels established in Tsuen Wan, namely the L’hotel Nina et Convention Centre, Silka Far East Hotel and Royal View Hotel. Panda Hotel used to be the only hotel in the area, and now facing tough and keen competitions among these hotels. However, it also drives and attracts more investors, tourists and business travelers to Tsuen Wan, generating more business opportunities and creating more jobs. Now Panda Hotel needs to define the customers’ satisfaction in this competitive industry, we decided to use questionnaire to collect clients’ feebacks and evaluate the outcomes for improvement. Through the questionnaire we are expecting to receive customers’ opinions on quality of our guest rooms, staff services, and hotel environments among competitors which are the hotels in Tsuen Wan.
Thank you for staying at our hotel. Fill in this questionnaire and let us know more about your stay. Please return this survey to the customer service desk and as a return we provide souvenir as a small gift.
1. How often do you come to Hong Kong for visit in a year?
4 times or above
2. Reason for staying in Panda Hotel
Recommended by travel agency
Recommended by friends/relatives
3. Purpose of your visit at panda Hotel
Rating of our hotel staff
5 – Very satisfied
1 – Very dissatisfied
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
Guest Service Manager
1 2 3 4 5
Guest Service – Executive floor (30/F)
1 2 3 4 5
Health Club/ Swimming Pool
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
Comment: _______________________________________________________________________ Bathroom:
Supply of bathroom accessories
Food & beverage
Overall Hotel Service
Safety and Security
Value for money
Would you consider visiting our hotel again?
Improvements you would like to see:
In order to obtain a more accurate data, we plan to collect around 300 questionnaires for the clients including for whom visited our hotel for leisure, business or exhibit purposes. We are looking forward to identify what are the clients’ expectations, opinions and feedbacks of our hotel among all competitors and retain strong market share in the industry. As we are trying to employ this marketing research efficiently, we will provide questionnaires to the clients when they are in the check in process at the front desk. We will request clients to fill in the questionnaires in a polite manner before their stays are over and we will also give out small gifts as souvenirs. It is not compulsory to hire extra labor for this study as we will be handing out the questionnaires to the customers when they are checking in at hotel front desk. Our expected study period will be 6 weeks, from 1st of September to 15th of October, 2013. Engender would be: Creating the questionnaire with appropriate questions
Approval of the questionnaire
Print out copies of the questionnaire
Applying the questionnaire to study
Collecting all the data
Analysis and evaluate
In conclusion, as the travel business growth rapidly in Hong Kong, the hotel industry must stay competitive among all hotels to retain the market share. Panda Hotel now needs to indentify the customers’ expectations in order to improve our products (rooms) and staff services to satisfy their needs. Through the questionnaire study, we can obtain all the information on client’ opinions and the impression of Panda Hotel.
http://www.tripadvisor.com.tw/Hotel_Review-g294217-d305877-Reviews-Panda_Hotel-Hong_Kong.html http://www.telegraph.co.uk/travel/destinations/asia/china/9907174/Exclusive-preview-inside-worlds-first-panda-hotel-China.html http://www.holidaycity.com/panda-hong-kong/index.htm