PowerPoint Presentation
CHADSTONE HOTEL
Student Name - Hesow Lama XXXXXXXXXX)
LECTURER: Jukruf Junaid
Overview
Located in the Fashion Capital of Melbourne
Only 17 km from Melbourne CBD and 45 minutes drive from the International airport of Tullamarine
$130 million project with world-class luxury accommodation, business and conferences, dining and wellness facilities for benefitting 24 million people including 0.45 million international guests
Only 5-star hotel constructed outside Melbourne’s CBD
250 rooms – 227 standard rooms, 21 suites and 2 penthouses on 11th floo
It is constructed by Hickory Group
Chadstone Hotel is located in the Chadstone which is a city located in the outskirts of Melbourne CBD. It is the fashion capital of the country with provision for access to various amenities like innovative designing products and artisan culture. It is just a 17km drive from the Melbourne International Airport.
The project cost is $130 million and provides various amenities such as swimming pool, luxurious accommodations, suites, dining facilities along with meeting and conference hall. It is the first ever 5-star hotel which is constructed on the outskirts of Melbourne CBD. There are more than 250 rooms of which 227 standard rooms, 21 suites and 2 penthouses on 11th floor. The hotel is constructed by the Hickory Group.
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Positioning Map
Positioning as the only luxury premium hotel in South-East Melbourne
Chadstone is a city in Melbourne – Fashion Capital
Offer glimpse of innovative designers and artisan culture to the visitors
Delivering contemporary comfort to the visitors with interior room features – custom lighting,
ass and leather finishes along with soothing colo
The Chadstone Hotel targets the premium customers such as the high net worth individuals, business delegates and affluent customers who can afford to stay in the hotel and enjoy the comforts. The rooms and suites of the hotel delivers a modern design and innovative comfort with custom lighting,
ass and leather finishes along with soothing blue and pink color. Further, the luxurious suites provides a feeling of treating oneself through its magnificent facilities. Also, the pent houses are sophisticated and are attached with the living room and the dining hall. There is an attached balcony with the penthouse.
It also positions itself as the fashion hotel with new, innovative designs throughout the hotel to attract the leisure lovers in Australia.
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Vision, Mission & Goals
Vision is to make the customer shop, dine, play and stay in Chadstone 5-star premium hotel in Melbourne
Mission & Goals
Luxury premium hotel services and retreat
World class shopping
Delicious dining cuisines
Wide assortment of Entertainment amenities
The Vision of Chadstone Hotel is to attract the customers by providing luxurious premium facilities and make a customer shop, dine, play and stay in the Chadstone 5-star premium hotel in the CBD Melbourne.
The mission of the Chadstone hotel is to provide luxurious premium services through its rooms and suites and help the customers to enjoy the retreating amenities.
Further, there are provision of world class shopping facilities inside the hotel along with delicious cuisines which can attract the customers with new foods. Finally, there is a wide assortment of entertainment facilities which can attract the customers in the form of joyrides, entertainment parks located in the immediate vicinity of the hotel.
The ultimate goals of Hotel Chadstone is to deliver world class services at affordable rates to the customers and help them to shop, play and stay in Chadstone, Melbourne for long.
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Unique Differentiating Features
Valet Parking
Hands free shopping
Personal styling
Butle
Parcel Concierge
The is provision for valet parking where the attendant takes over the key and parks the car in the lo
y of the hotel.
The Hands free shopping delivers the purchases to a centralized collection point and is available to book anytime when the customers visits. The customer needs to ca
y an unique ID tag while going for shopping.
The personal styling provides a wardrobe with wide ranges of packages which is designed to look and feel best.
It also offers butler services where the customers after shopping can relax and the butler takes care of the customer. The personal assistance provides goods with 2 to 4 hours of purchase
Chadstone’s Parcel Concierge is a convenient way for customers to collect online orders from a variety of specialized stores from one centralized location.
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Ways to Control Mental Health & Anxiety
Offering mental health services to both employees and guests through new and quick modes of delivery system – Telemedicine & Online therapy
Mental health training during covid19 to the line managers and the hotel executives
The two ways in which the mental anxiety are taken under control by Chadstone Hotel are:
Providing quick telemedicine services by consulting the doctors online and providing medicines at the doorsteps during covid19
Training the line managers and the executives of the hotel for using all the directives which are necessary for their protection during covid19
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Advertisement & Promotion
Website: https:
www.chadstone.com.au/hotel-chadstone
Social Media
Facebook: https:
www.facebook.com/HotelChadstoneMelbourne
Twitter: https:
twitter.com/TheYouAmI/status/ XXXXXXXXXX
Instagram: https:
www.instagram.com/hotelchadstonemelbourne
Magazines and online blogs
Fa
ic Architecture: https:
fa
icarchitecturemag.com/2022/02/01/the-link
Spice News: https:
spicenews.com.au/hotel-venue-news/doors-open-at-hotel-chadstone-melbourne
The advertisement and promotion of Chadstone Hotel is done by their own website by updating the information regularly, social media sites and through hospitality magazines
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Recommendations to Improve Advertisement & Promotion
Searchable online using SEO
Remarketing
Targeting the right customers – Leisure lovers, organizations visiting for conferences, affluent and High Net worth Individuals
Implementing incentive scheme during off-seasons
Build domestic partnerships – tour guides and cab service centers
Market the Fashion Capital – Chadstone, Melbourne
Build a customer loyalty program
Following are the ways to improve the advertising and promotion of Chadstone Hotel:
Searchable online using SEO: Google and Yahoo search
Remarketing: It allows the customers to get attracted by hundred of options provided by Chadstone Hotels through SMS and mobile services.
Targeting the right customers – Leisure lovers, organizations visiting for conferences, affluent and High Net worth Individuals
Implementing incentive scheme during off-seasons: Discount and offers
Build domestic partnerships – tour guides and cab service centers
Market the Fashion Capital – Chadstone, Melbourne
Build a customer loyalty program – Point cards and deductions on second visit
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SWOT Analysis
Strengths: First ever premium luxury hotel edifice outside Melbourne’s CBD. 5-star status and convenient from Melbourne International Airport. Concierge and butler services
Weaknesses: Located in the outskirts of CBD. Too far from the city of Melbourne. Targeted only for the premium and HNI customers. Food quality is low. Price is charged on each products. Less suitable for the elderly person already retired.
Opportunities: Provision to accommodate the middle-class visitors and guests in Australia. Provide loyalty services to the customers. Lower the prices of products.
Threats: The mid-sized hotels operating Outside CBD are able to acquire more market share. New 5-star luxurious hotels offering same services at reduced costs. Government tax is too high
Strengths: First ever premium luxury hotel edifice outside Melbourne’s CBD. 5-star status and convenient from Melbourne International Airport. Concierge and butler services
Weaknesses: Located in the outskirts of CBD. Too far from the city of Melbourne. Targeted only for the premium and HNI customers. Food quality is low. Price is charged on each products. Less suitable for the elderly person already retired.
Opportunities: Provision to accommodate the middle-class visitors and guests in Australia. Provide loyalty services to the customers. Lower the prices of products.
Threats: The mid-sized hotels operating Outside CBD are able to acquire more market share. New 5-star luxurious hotels offering same services at reduced costs. Government tax is too high
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PESTLE Analysis
Political – Political stability is high in Australia, ranks 4th in 2020 Index of economic freedom
Economical – Australia have a secure banking system with low interest rates for the new companies
Social – Melbourne is the prime location for catering services in the Asia-Pacific markets. Government investing heavily in integrated freight transport system for making huge improvement in freights in Victoria.
Technological – Setup of reliable telecommunication network, free Wi-fi services and edification of new tech and digital companies in Melbourne CBD
Legal – The legal environment of Melbourne is stable – World Bank gives scores highest in Asia-Pacific for integrity of the legal system
Environmental – Melbourne CBD has a clean environment, air, water and agriculture products are of extremely high-quality. Sustainable practices and waste disposal management
Political – Political stability is high in Australia, ranks 4th in 2020 Index of economic freedom
Economical – Australia have a secure banking system with low interest rates for the new companies
Social – Melbourne is the prime location for catering services in the Asia-Pacific markets. Government investing heavily in integrated freight transport system for making huge improvement in freights in Victoria.
Technological – Setup of reliable telecommunication network, free Wi-fi services and edification of new tech and digital companies in Melbourne CBD
Legal – The legal environment of Melbourne is stable – World Bank gives scores highest in Asia-Pacific for integrity of the legal system
Environmental – Melbourne CBD has a clean environment, air, water and agriculture products are of extremely high-quality. Sustainable practices and waste disposal management
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Areas of Needs & Changes in next 5 years
Well integrated transportation system via rail and land transport to minimize the travelling time
Attracting the middle class customers – travelers from other countries to increase revenue
Build another hotel nea
y to attract the low and middle class visitors and guests outside Melbourne’s CBD
Emphasize on various cuisines such as Indian, Chinese, Thai and Continental to serve delicious dishes
Increase
and loyalty through partnerships with smaller hotels and travel agencies to attract customers worldwide
Well integrated transportation system via rail and land transport to minimize the travelling time. Further, there must be provision for air-conditioned tourist buses so that the visitors can visit different places in Australia easily and comfortably.
Attracting the middle class customers – travelers from other countries to increase revenue. This can be done during the off-seasons.
Build another hotel nea
y to attract the low and middle class visitors and guests outside Melbourne’s CBD
Emphasize on various cuisines such as Indian, Chinese, Thai and Continental to serve delicious dishes
Increase
and loyalty through partnerships with smaller hotels and travel agencies to attract customers worldwide
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Opportunities
Provide employment to local youths
Increase the
and loyalty through word of mouth
Offering discounts during off-seasons
Promote themselves through television ads and social media
Take feedback from the visiting customers
Provide employment to local youths so that they can get jobs and training.
Increase the
and loyalty through word of mouth and efficient customer services
Offering discounts during off-seasons to attract more customers such as middle-class customers
Promote themselves through television ads and social media such as Facebook and twitte
Take feedback from the visiting customers and take necessary actions in the areas where they are lacking
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Government Restrictions in Hospitality Industry
Proper sanitization of hotel rooms
Use of sanitizers and handwash
Use of masks
Using PPE during cooking and room services
Measuring temperature of staffs and customers
Allowing access to the customers only after receiving vaccination certificate
Proper sanitization of hotel rooms on a regular basis must be done in Chadstone Hotel
Use of sanitizers and handwash during going out or visiting in the hotel along with thermal checks