Shangri-La Hotel Sydney Home Marketing Strategies

Shangri-La Hotel Sydney Home Marketing Strategies

Introduction

The hotel and tourism sector is increasingly using the house as a marketing and branding tool. Managers use home qualities to create and advertise enhanced services. Globalization and the necessity to build a distinctive positioning that may yield competitive advantages have encouraged this technique. Firms may differentiate themselves from global competitors by adopting national heritage. Hotels all across the globe employ home features to connect with locals and entice outsiders seeking new adventures (Oh, 2009). To keep up with trends and competitiveness, global hotel chains like Shangri-La must add more home characteristics. The usage of home themes may help improve Shangri-La hotel business procedures. Exploring how other hoteliers incorporate home concepts would assist generate acceptable suggestions for the Shangri-La Hotel Sydney.

Background Information

Shangri-La Hotel Sydney is part of the Shangri-La Group. The firm operates five-star hotels worldwide. Before extending to other Asian nations and sections of the globe, such as the Middle East, North America and Europe, Shangri-La hotels are located in major cities and provide premium services. Sydney hotel is a renowned hotel in the city. With a view of the incandescent Opera House and beautiful Harbor Bridge, the hotel also offers a spectacular view of the city’s vibrant hues. The hotel provides world-class customer services and amenities to visitors. Among the amenities are a hospitality lounge, business centre, and convention Services, which includes mail, laundry, check-in and shoe shine. The hotel also includes child care, transportation to airports, and shopping (Shangri-La International Hotel Management Ltd., 2022). The Shangri-La Hotel has service rooms, all-day restaurants, a lounge and a bar. Local and foreign cuisines and beverages are provided. The lobby and conference rooms feature modern design and unique materials. The hotel offers world-class customer services to its visitors. It is a favourite among residents and visitors to Sydney. Unlike other hotels, it does not heavily use house notions to enhance marketing.

Use of “Home Concepts”

Hotels use home history to help run their company and attract more guests. Providing local cuisines is one method to achieve these goals. Due to cultural and environmental differences, local cuisine and drinks are unique. Culture impacts food tastes and preparation techniques. Because Australian culture is distinct from the culture of other countries in terms of beverages and native cuisine. Providing traditional dishes at hotels attracts both locals and guests. Visitors to Australia desire to sample native cuisine and drinks unavailable in their own countries. Visitors are also eager to learn culinary techniques to better appreciate Australian cuisine. The ingredients utilised are unique or unavailable elsewhere, therefore serving local meals allows guests to try new foods (Shangri-La International Hotel Management Ltd., 2022). Attractive menus include local dishes. Their advertising also features these local cuisines. Customers use this information to plan visits. In this way, hotels raise worldwide recognition and get new clientele.

Supporting local and cultural events is another method to use home advantages. The hotel sector helps organise social events including cultural festivals, beauty pageants, and music festivals (Chu 2014). Hotels host the events or participants. During these times, hotels promote their offerings. For example, hotels work with event planners on ads. Hotels that host big events gain from contacting many people. Some local events draw visitors from abroad or distant areas who stay in hotels nearby. So hotels that engage with event organisers have a higher chance of attracting tourists and increasing income. In this way, visitors would promote marketing initiatives. Hospitality companies also provide money or supplies to events (Santos and Silva, 2019). Hotels that participate in local events build relationships with their patrons. Participating in local events allows hotels to sell their services to locals and boost their chances of success.

Some hotels use the potential of home-related CSR initiatives. CSR is becoming more widespread in the hotel business. These initiatives help a company promote to locals. In addition, the public might associate with a hotel that embraces charitable programmes. CSR events promote a favourable image of a company. This favourable image will help the hotel gain local support. Some hotels are global in scope and lack strong local ties. As a consequence, domestic clients may choose local businesses. A multinational company’s image may be improved via CSR efforts. Hotels use a variety of CSR practices (Guliani, 2016). Donating to charitable organisations, assisting with disaster relief, and sponsoring sporting events are examples. Many individuals may relate to these tactics and visit hotels to purchase things or services.

Hotels also use home principles by tying services to physical and distinctive elements of their surroundings. Hotels near or in crucial locations benefit from partnering with them to advertise their services. Customers like to stay in hotels with attractive landscapes. Attractive components around hotels are used to promote marketing events. For example, hotels near beautiful structures or the sea relate these aspects to customer service. Customers hear about these buildings via hotel marketing and arrange trips to appreciate them (Schaufelberger and Holm, 2017). Customers stay and eat at these hotels while enjoying the landscape. Managers adapt layouts and amenities to allow clients to enjoy local characteristics that boost enjoyment. Also, hotels use natural characteristics like landscapes, mountains, and wildlife to sell their services (Stewart, Warburton and Smith, 2016). These characteristics are shown in ads or utilised to decorate hotel constructions. These aspects draw people to hotels, where they may relax and dine.

Some hotels also work with tourism bureaus to help guests discover local history. Hotels provide guests with lodging, complementing tourism organisations. Similarly, tourists visiting various parts of a nation generate a market for hotel services. Both sectors are interrelated. Tourism services are used to boost hotel marketing initiatives (Oh, 2009). Tourism organisations and hospitality corporations’ work together to make visitor travel easier. Hotels may use travel aspects in their marketing advertisements thanks to partnerships. The tourist uses the information and plans to stay at these hotels. Firms that cooperate with travel agencies appreciate the richness of local traditions via marketing. So they can get more consumers, particularly international visitors. Hotels do not control tourist sites, they profit from partnerships with these companies by gaining new customers and increasing income (Reid and Bojanic, 2009). Without the relationships, some travellers choose other lodging options, resulting in lower hotel income.

Recommendations

Other hotels use house notions in their marketing to attract more guests and make more money. Shangri-La Hotel does not use these characteristics extensively, leaving the unfulfilled potential for client growth. Incorporating hotel-friendly house concepts. Many techniques are still valid in Shangri-La. It proposes implementing the most promising qualities. So the hotel should include more local foods and beverages to its menu. The Shangri-La Hotel Sydney offers Australian and foreign cuisine. Adding more Australian food would help the hotel be seen as a local business. Shangri-La can use its worldwide influence to encourage tourists to visit the Australian branch and sample the local cuisine (Shangri-La International Hotel Management Ltd., 2022). Foreigners may book a room at the hotel to sample Australian cuisine. Customers from different parts of the nation may also visit the hotel to learn about the cuisine. More Australian food is desired to gain positive opinions.

Conclusion

As per the above discussion, global hotel companies use home ideas to sell their services and provide enhanced experiences to clients. Introducing local foods and drinks, promoting local and cultural events, operating CSR initiatives, and partnering with domestic players are all common. These actions provide the impression that the hotel cherishes the country’s home attributes and continues to support the companies by using their services and spa items. Shangri-La Hotel has to strengthen its home elements to attract more people and generate income.

References

Guliani, L. (2016). Corporate Social Responsibility in the Hospitality and Tourism Industry. IGI Global.

Oh, H. (2009). Handbook of Hospitality Marketing Management. Routledge.

Reid, R. and Bojanic, D. (2009). Hospitality Marketing Management. John Wiley and Sons.

Santos, J. and Silva, Ó. (2019). Digital Marketing Strategies for Tourism, Hospitality, and Airline Industries. IGI Global.

Schaufelberger, J. and Holm, L. (2017). Management of Construction Projects: A Constructor’s Perspective. Taylor & Francis.

Shangri-La International Hotel Management Ltd. (2022). About. Retrieved from https://www.shangri-la.com/en/sydney/shangrila/

Stewart, S., Warburton, F. and Smith, J. (2016). Cambridge International AS and A Level Travel and Tourism Coursebook. Cambridge University Press.