Professional Documents
Culture Documents
Products
In this part, we will use The Flowers of Service model to analyze the products sector between
InterContinental JW Marriott
groups in the world. Its vision “ Great customer service and facilities for .
hotel guest love “ shows that they want By using the same concept with the
Order taking Both hotels frequently update their range of rooms on web pages or travel
applications with detailed information and pictures so that customers can easily
choose for their needs. Moreover, customers can directly book rooms at the
Billing Customers can easily get all price information about different rooms through
the website, flyer, counter, customer’s service centre and hotline. At their hotel
lobby, many counters are waiting for customers to check in or make payment so
Payment With the online payment, customers could use internet banking or enter credit
card numbers online. With the offline, they may use both insert cards of cash
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for their payment at the reception counter.
Consultatio InterContinental and Marriot offer training and inspiration to their employees
n regarding services they need to offer, this includes the information of type of
rooms, the furniture in every room with extra services and how the customers
customers. All rooms are equipped with segments. Marriott also offers
center, etc. These services are the has a large number of restaurants
longer in order to increase revenue for options to meet the varied food
enhanced IHG Way of Clean deal with Sun Line and has
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safety and flexibility. business. In addition, with the
guests.
Safekeeping InterContinental provides many Customers can fully enjoy the service
safekeeping services such as child care, provided since they provide a variety
etc, however, pets are not allowed in the example: caring for possessions
hotel. With all these services, guests customers bring with them, child
staying in the hotel could feel more care, security personnel, caring for
others.
Exceptions - The special request in advance of - With the special request in advance
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They overcome complaints by the can directly contact the manager to
guests are unsatisfied about the room issues about accidents, service
2. Place
InterContinental lies in Westlake, one of Hanoi's most well-known neighborhoods, and is near to
the 800-year-old Golden Lotus (Kim Lien) Pagoda. InterContinental emanates a simple elegance
that makes guests feel welcome, relaxed, and free to be themselves, with a breathtaking view and
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Beside that, JW Marriott Hotel Hanoi is located in the new Central Business District of Hanoi.
The airport is nearby, and the National Convention Center is only a short distance away. The Old
Quarter and Hoan Kiem Lake are both neighboring sites of interest. The JW Marriott experience
reflects the surroundings genuinely, brings a sense of harmony and wellness, and creates
3. Price
With InterContinental Hanoi Westlake, the price for the standard room will be 3,000,000 VND
to 5,000,000 VND/ night.It divides the market into divisions based on the guest's standard of
living, such as high scale, luxury, or midscale, and sets prices appropriately. For some products,
it also employs an optional product pricing model, in which it charges a basic price and different
However, the price of the JW Marriot Hotel will be between 3,000,000 VND to 7,000,0000
VND for 1 night. Their primary goal is to provide the best goods at the best price. Marriott sets
their hotel prices by balancing value and quality, and their pricing approach is maintained
4. Promoting
In today's fiercely competitive environment, the image promotion policy is very important. The
purpose of the company is to let customers know and be impressed by their products. However,
due to various factors, the cost of advertising activities is still relatively limited, so the name and
reputation of Intercontinental Hanoi Westlake Hotel has not been widely promoted and well-
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The promotion activities of the hotel are currently applied such as:
- Most products (soap, face towels...), hotel transaction documents, menus, invoices... have
logos, mail addresses, phone numbers of the hotels so that guests can easily contact the
hotel.
- The hotel regularly prints and folds leaflets (in English, French, Chinese ...) which
provides some information about products and services through images of the hotel's
facilities and equipment. It also provides information about current activities at the hotel.
- The hotel also conducts advertising programs on social media specializing in Facebook,
- The hotel gets professional reviews from an online newspaper or review outlet like
Traveloka, Agoda, Booking, etc. Therefore, it can reach hundreds of potential consumers
- The hotel produces its journals, newspapers, calendar printing then send to customers
and partners through customer conferences, exhibitions, seminars, fairs. On holidays, the
JW Marriott
The hotel's advertising efforts are now being implemented such as developing the best
hotel app for mobile devices and tablets to make booking easier and more convenient. To
promote themselves, the hotel also runs advertising programs on social networks,
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=> Being aware of the important role of advertising in the market as well as competition,
advertising strategy in domestic and foreign magazines to introduce the name of the
5. Process
Because of the determination of the target market and the audience of international
tourists, direct sales of products and services without any middle stage is very difficult to
do. Therefore, the establishment of relationships with tourism companies, domestic and
foreign travel caves is a great interest to Intercontinental Hanoi Westlake Hotel, because
this is the village that provides the main guests for the hotel. Intercontinental Hanoi
Westlake Hotel has signed contracts with many reputable partners such as Vinatour,
In addition, the hotel uses the form of distribution on the internet through online booking
sites such as: vinabooking.vn; booking.com... More than two-thirds of the hotel's guests
are coordinated by these partners. In addition to efforts to expand the network through
travel and travel companies, Intercontinental Hanoi Westlake Hotel also strengthens its
the market of public and business travelers. Although the number of guests is not much
and is not the target market of the hotel, they also bring a relatively large income.
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JW Marriott
The Marriott hotel has collaborated with Grab. The hotel has reserved access to
Grab's customer base via Grabfood, Grabpay, Grabads consumers can also pay for
their meals using the Grabpay app. Moreover, JW Marriott hotel also has
established partnerships with tourism companies, local and foreign travel agencies
=> In general, Intercontinental Hanoi Westlake hotel has followed a reasonably thorough
6. Physical environment
delighting clients in the hotel business. Facility aesthetics can influence customer
environment for its guests. It is decorated with exquisite, modern and luxurious
interiors that have satisfied customers. In addition, the good attitude of the
employees also received positive reviews from customers. They are satisfied with
the service as well as the facilities of the hotel. Furthermore, the hotel places
clients at the heart of all activities, or, to put it another way, every hotel business
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JW Marriott Hotel is also fully equipped with all of the most elegant and modern
customers.
=> Intercontinental Hanoi Westlake has their own professionally skilled, well-trained,
and capable employees. In order to create the most pleasant environment for their guests,
7. People
In hotels, people play a significant role in completing products and services. As a result,
The hotel continuously provides opportunities for hotel employees to grow their
businesses. At the same time, create a positive mood among the hotel's personnel by
encouraging them to join trade unions and taking care of their well-being. The hotel aims
to connect the various elements of the hotel and, when necessary, can support other
departments with work that has to be done. The hotel is headed in the right direction.
JW Marriot’s staff positions are likewise clearly defined; everyone is well-trained and has
In addition, the hotel pays generously for its staff based on their seniority, and position
=> In light of the current scenario and growth tendency in the tourism service industry,
the Intercontinental Hanoi WestLake hotel can be seen as having made the appropriate
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8. Recommendation
Product
To ensure a nice rest for guests, the hotel must swiftly spend in upgrading and adding
new equipment (the equipment has deteriorated due to the hotel's operation).
With food and beverage products, the hotel needs to build more extensive menus to
Currently, the Intercontinental Hanoi Westlake Hotel has a full variety of necessary
supplementary services to satisfy the needs of visitors, although these services are still in
short supply. The hotel should include the following amenities: a club or karaoke room, a
reading room with international literature and magazines in English, French, and Chinese,
Price
The hotel must implement a multi-price strategy, with varying pricing for different
preferential prices, with certain incentives for loyal customers or guests who book early.
Promoting
To encourage consumers, the hotel needs to increase its public relations efforts. To
introduce and advertise itself to the foreign market, the hotel should attend international
tourism exhibitions. In addition, the hotel can host culinary events from many countries,
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Television, radio, and especially travel-related magazines are all good places to advertise.
During the tourist season, the hotel should expand its advertising in the travel guide
Create advertising messages that are meaningful, original, remarkable, and sophisticated.
During Covid-19, the hotel might improve its image by registering as a quarantine facility
=> In order to get the best results, the hotel must regularly observe, review and evaluate the
promotion activities of competitors. From this activity, the hotel can draw to see what it has
achieved and what weaknesses and strengths compared to the competitors, then the hotel will
Process
- The hotel should collaborate with travel and tour companies to create high-quality package
tours that provide tourists with comfort and refreshment as they enjoy those products and
services.
- The hotel can link, joint venture, and lease a travel consultancy office. It is obligated to
- The hotel should sign contracts with all international booking platforms as soon as possible,
along with selecting and working closely with reputable travel agencies all over the world.
Physical environment
- Have comfy lounge furniture that helps customers to unwind. Always vary the music so that
consumers are not bored, or allow them to choose their own music.
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- Reduce noise levels in each individual room.
People
- Create a nice environment for new employees so that they can focus on serving clients with a
pleasant attitude.
E. SWOT ANALYSIS
To evaluate the competitiveness of Intercontinental Hanoi Westlake hotel in the segment of the
5-star Hanoi hotel market, I used the SWOT matrix. Through that, we can identify the strengths
and weaknesses of the hotel and the opportunities and challenges the hotel is facing at present -
June 2021.
Strengths Weaknesses
It’s a hotel belonging to THG Group - Price difference between a 5-star hotel
of West Lake, convenient for travel. It takes a long time to move between the
Modern facilities, 5-star standard. areas , it’s hard to serve the needs of
house and 3 large living rooms by the The size of the meeting room, the party
West Lake, including many room room is still small to meet the
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level workforce. There are not many activities to
Opportunities Threats
There are many programs and new Newly opened hotels in Hanoi such as
F. CONCLUSION
The hotel has devised a realistic marketing plan based on a thorough understanding of the market
mechanism as well as the present business mechanism. This demonstrates the hotel's market
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awareness and responsiveness. The hotel has placed a strong emphasis on consumers, which is
critical to its success. Although the hotel has done a good job in certain areas of marketing
strategy, it still has to work on the weaknesses in order to provide the greatest experience to
guests. With further expansion and improvement of the operating system, Intercontinental Hanoi
Westlake Hotel will continue to maintain its position as one of the most popular hotels among
clients.
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REFERENCES
<www.marriott.com/hotels/fact-sheet/travel/hanjw-jw-marriott-hotel-hanoi/.>
InterContinental Hotels Group PLC. n.d. InterContinental Hotels & Resorts. [online] Available
at: <https://www.ihgplc.com/en/our-brands/intercontinental>
<http://hanoi.intercontinental.com>
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