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1、The Westin XianGroup number Six Group members王晓宁 Annie 林倚薇Dorothy 聂硕丘 Nelson 刘婷 Tina Class HCM131 AbstractWestin Hotels is an upscale hotel chain owned by Starwood Hotels & Resorts Worldwide. The business philosophy of the hotel is individual renewal and instinctive. Following those core values, it
2、attracts more and more people come to the hotel year by year. In this article, using the SWOT analysis to analyze the four factors of Westin Xian, that is the strengths weakness opportunities and threats. Then sum up the hotel management status quo. At the same time, make some strategies by combinin
3、g the four factors and give reasonable advices.Keyword：Westin SWOT StrategyCatalogWestin hotel brand is introduction1History1Today1SWOT analysis on the Xian Westin3What is SWOT analysis3The Strengths3Strategic Location3Big Banquet3Business Hotel3The weakness3Envoys of the hotel design3Internal syste
4、m4Hotel Staff-turnover4The opportunities4GDP and it growth rate4The threats5More competitions5Four strategies6SO-taking advantage and opportunity6WO-take opportunity and minimum weakness6ST-maintain advantage and avoid threats7SPG membership card7Price favorable7Product mixed7Sales promotion on holi
5、day8Adverting8Online marketing8Public relation and sponsorship marketing8WT-minimum weakness and avoid threats9Conclusion101 To keep our own advantage.102 Cooperate with universities, training hotel personnel to solve shortage of workers.103 Combined with the development of market economy, present t
6、he new products to the market.104 Cut costs, reduce inflation makes the hotel expenses increased.11Job summary12Westin xi an analysis reportWestin hotel brand is introduction HistoryIn 1930, Severt W. Thurston and Frank Dupar of Seattle, Washington met unexpectedly during breakfast at a diner. Both
7、competing hotel owners, the two began in conversation and eventually decided to form a strategic alliance. With 17 properties, of which 16 were in Washington, they joined Peter and Adolph Schmidt and established Western Hotels.Early management developed each property individually. After more than tw
8、o decades of rapid growth, prompting a name change in 1954 to Western International Hotels, many of its properties were merged into a single corporate structure in 1958, and the company went public in 1963. In 1970, the chain was acquired by UAL Corporation. For its 50th anniversary in 1980, it chan
9、ged its name again to Westin Hotels & Resorts.In 1987, UAL Chairman Richard Ferris announced a plan to make UAL into Allegis, a travel conglomerate based around United Airlines, Hertz Rent a Car, Hilton Hotels, and Westin and linked by Apollo. This strategy failed, however, and Westin was sold in 19
10、88 to Aoki Corporation of Japan. In 1994 Aoki sold it to Starwood Capital, real estate investment firm and parent of Starwood Lodging, and Goldman Sachs, an investment bank. In 1998 Starwood assumed full ownership of the company.Westin claims to have been the first hotel chain to introduce guest cre
11、dit cards (in 1946), 24-hour room service (1969), and personal voice mail in each room (1991).TodayWestin markets certain amenities available in its properties to the public under the brand name Heavenly. In 2005, Westin became the first hotel company to gain a national retail store presence when No
12、rdstrom started carrying the Heavenly Bed line in more than 60 stores.Westin refreshed its partnership with United Airlines in 2008. United offers pillows and blankets from their Heavenly Bed line on select United premium service routes between New York City and California, as well as Westin decorat
13、ions and scents in some Red Carpet Club lounges.Especially in the last decade, Westin has focused on expanding globally. Since 2005, the number of hotels has grown from 120 locations in 24 countries to over 192 locations in 37 countries as of 2013.Westin xi an introduction Situated in the heart of Q
14、u Jiang New District, The Westin Xian is only a few steps from fascinating cultural sites, fine dining restaurants, entertainment, and shopping areasincluding the Century Ginwa Shopping Mall, just opposite the hotel.Experience residential comfort in 329 spacious guest rooms and suites. Each features
15、 contemporary design, high-tech entertainment and business options, and welcoming amenities such as the Westin Heavenly Bed, rainforest shower, and separate tub.The Westin Xian offers a wealth of options for guests relaxation and pleasure as well as business needs. Find pampering in the Heavenly Spa
16、 by Westin, lounge by an invitingly warm indoor pool, or keep up with your workout routine in our state-of-the-art WestinWORKOUT Gym. View ancient Chinese treasures at the on-site Xian Qujiang Museum of Fine Arts. Whatever your needs or requests, our multilingual Concierge staff is always at your se
17、rvice.Guests may conduct business with confidence and ease through our Business Center and select guests enjoy access to our welcoming Westin Executive Club Lounge. Whatever your needs or requests, our multilingual Concierge staff is always at your service.From the simple to the exotic, dining at Th
18、e Westin Xian is always a sensory delight, Explore a world of authentic Chinese menus at Five Zen5es or savor fine Japanese cuisine and an elegant setting at Mai. Seasonal Tastes offers all-day dining, including our SuperFoodsRx menu, with something for everyone. The Lobby Lounge is the perfect gath
19、ering spot for cocktails or afternoon tea, and Daily Treats offers delectable take-away food and espresso drinks. We also offer 24-hour in-room dining, for gourmet foods and comforting meals in the privacy of your own room, whenever you wish.Mindful meetings begin at The Westin Xian, where 12 flexib
20、le event rooms cover 2,375 square meters of fully equipped space, including our 1,440-square-meter Grand Ballroom. Our unique blend of personal and instinctive service, custom-designed menus, and state-of-the-art audiovisual equipment and support provide everything you need for a flawless and memora
21、ble event.SWOT analysis on the Xian WestinWhat is SWOT analysis SWOT analysis (alternatively SWOT Matrix) is a structured planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It also can be used for the hotel. Next we
22、will find the internal and external factors of xi an Westin. The Strengths Strategic LocationXian is located in the famous historical and cultural city, ten dynasties the ancient capital of Xian. South Wild Goose Pogoda square, square in the east west road, north ring road and nearby Qujiang exhibit
23、ion center. Xian Westin hotel is the first Westin hotel have its own museum in the world, which is the creation of xian city.Big Banquet The hotel has the largest banquet. The most to the hotel guest rooms and suites are Xian. Ranging from 45 to 135 square meters. One thousand and four hundred ninet
24、y squared meter grand ballroom without column type is one of the largest indoor activity space in Xian. Whole space can accommodate up to 1500 guests.Business Hotel Require a high level of high quality works. In response to different market price, mainly for business people, such as Airlines, Corpor
25、ate executives .Business people dont too concerned about the price, the main focus on service.The weaknessEnvoys of the hotel design Such as the bricks, the bricks is used just same as in Palace Museum, maintenance regularly, so it will have some smell, not satisfied with the customer for this kind
26、of smell.Internal system Internal system is imperfect, each department communication is bad. The lack of cohesion, needs running.Hotel Staff-turnover The hotel industry average turnover is 20 percent, Westin hotel staff turnover rate is the highest. Employees fell that their work is not suitable. So
27、 to seek better opportunities and higher payment is their motivation. Find a better job and quiet. All of the situation bring direct economic loss to the hotel and made the hotel service quality decline. So that low employee morale.The opportunities GDP and it growth rate Xian is a tourist city. The
28、 government to develop the tourism. Tourism economy rapidly growth. In order to improve the tourism industry, government incentives the third industry construction. So gradually increasing, so the hotel business guests and travel guests gradually on the rise. The hotel development online market, can
29、 better hotel rapid rise,for example,westin reservation,app reservation,and weibo interactive prize.The threatsMore competitions Because of the tourism industry growth, other five-star hotels will compete with us. Living standards improve, resulting in CPI rising and wages increase, so the hotel cos
30、ts. At present, five-star hotels, home to more than 50.it is reported, in the next 3 to 5 years, high stars hotel will expand rapidly. J.W.Marriott, Hyatt, Shangri-La, Sheraton, Reddison and other international chain hotel brand will enter international hotel market, the international hotel will fac
31、e fierce competition, according to rely on brand, chain and franchise the Econo Hotel is gradually rising, the gradual expansion of market share, the power become the tourism industry which cant be ignored. For example, Jijiang inns, Home inns, and hotel Suba. The Econo hotel is expanding rapidly an
32、d penetration.Four strategiesAs we find the Xian Westin four factors (Strengths, Weakness, Opportunities and Threats) from the SWOT analysis. According to the hotels situation. We made some development strategies.SO-taking advantage and opportunityThe key to success in this hotel is product.so we ne
33、ed to use it as a Sword. As we know that the strength in our hotel is best location, unique build style and excellent banquet hall. It attracts more customers eyes. At the same time, the opportunity of rapidly economy developed in Xian even China, brings more market share in this area. More foreign
34、companies and exhibition appears. We should enhance the connect to the travel agency and exhibition business. Or we can call it MICE tourism. All the tangible products will attract more and more customer to come.Due to our target customer are corporate executives and other high ranking business trav
35、elers. Also many group guests for visit in Xian.We need to ensure the service keeping in a high quality. It should equal or much higher than the tangible products I mentioned above. I think the key to achieve this goal is to recruit the suitable employees and keep the talent in the hotel. Perhaps th
36、at issue that all hotel faced. WO-take opportunity and minimum weaknessAs a new established hotel. During the operation, we find the guests comments, saying the smell and inconvenience. Due to the particularly design, guests will feel like living in a puzzle or an ancient time building. In that case
37、 more signs and floor map will be send to the gests cell phone before they arrive. With the operation gradually become stable, the weakness impact will be minimized. Besides, we should fully use the internal resources. Since we have high turnover rate that above-average and poor communication among
38、the department. Also to make sure we present a high quality service. We need to find the good examples and learn the skills about how to keep the talent employees in the hotel. The internal resources include 9 Brand of Starwood and Xian Westin itself. We can absorb the suitable person first in our o
39、wn part. It also can bring down the labor cost but improve the employees motivation.The opportunity we have is more guests come for vacation and business. To exceed and ensure the service quality which customer expected. The guests spiritual needs mostly include conference room booking, limousine se
40、rvice, service from business center, morning call, shoe shine, pressing and spa and exercise service.so we need to record the guests favor and give a real time service. To make the employees show high quality service. The way we can do are training. Experience employees can train the fresh for free,
41、 competition by team, award by each quarter.ST-maintain advantage and avoid threatsIn order to attracts more potential customer. Build our hotel to be the best choice by people in Xian. In the future more and more competitors arise. They are not only takes our market share but also HR source. So the
42、 method we against them is our strength. From the research the quests in our hotel are most comes from foreign country. The native customer recognition is lower than the local 5 star hotel. Improve the popularity of the local people. We decide to make some sale promotions.A good sales management beg
43、ins with marketing plan formulation, the sales management work is an integral part of the marketing strategy plan, the purpose is to perform the enterprise marketing strategy plan, the priority is to make and execute company sales strategy, to supervise and control the sales activities. As our targe
44、t customer is high-end consumer groups. Our sales promotion as followed.SPG membership cardEncourage the guest have secondary consumptionPrice favorableHotel products have short-term discount. Like spa, food, and room.Product mixedFor the guests different needs. Hotel has push out all kinds of combi
45、ned products to attract customers. All the products have favorable price. For business guest, free use the conference room, meeting break refreshments served coffee, during the meeting, according to the preferential offer a package price per person. For wedding guest, provide free wedding suite, flo
46、wers, fruit and champagne, American breakfast to the room free of charge. For local citizen, organize some entertainment sports activities, such as the weekend party, weekend acrobatic performances, etc.Sales promotion on holiday The holiday promotion can be takes on the Mid-Autumn festival, Dragon
47、Boat Festival, Spring Festival and valentines day. Adverting It can be cover all area. Advertising on travel, local website, Blog (Weibo), community comments, video, Email address, digital magazine and search engine. Online marketingFor convenience, more people especially business guests prefer to u
48、se smartphone or Ipad to booking or checking a room. So the online service is important in the management nowadays. More connect with airline, travel agency and online company like Yi long, Mango, Xie Cheng.Public relation and sponsorship marketing Sign negotiated Rate with famous actor. Show hotels product on airport or exhibition meeting. Take news conference or premiere films.WT-minimum weakness and avoid threatsOn the left side of the picture let us clear
