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Introduction of Renaissance Hotel Marriott in Sharjah UAE - Case Study Example

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This paper 'Introduction of Renaissance Hotel Marriott in Sharjah UAE" focuses on the fact that the Renaissance Hotel chain is a part of the Marriott International Inc. This upscale hotel chain was developed to attract business and travellers at the same price rate as the Marriot flagship brand…
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Introduction of Renaissance Hotel Marriott in Sharjah UAE
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Download file to see previous pages Renaissance Hotel is of those brands which were acquired by Marriot when the brand name had already been established and was flourishing. The acquisition of Netherlands-incorporated Renaissance Hotel Group N.V in 1997 was a part of a long term expansion strategy of the company; currently there are 150 of these unique hotels in 34 different countries operating either as wholly-owned subsidiaries of Marriott Inc. or under franchise license The Renaissance hotels have helped the company in capturing the market share of the travellers who are not only looking for comfort but also want to indulge in the thrill of new experiences and discoveries.

The Guest Profile shared by Marriott for Renaissance Hotels defines their customers as: “Our guests are passionate about living life to the fullest, particularly when it comes to travel, architecture, design, food and wine, art and culture. They are confident and comfortable with themselves so they seek a more purposeful travel experience and want a hotel experience that allows them to get the most from a trip.” (Marriott News Center, 2011). Some distinguishing factors about these hotels are their organized service and lifestyle programs specially designed to appeal to their targeted customers. These include ‘ambassadors’ and ‘navigators’ who are trained associates in the Renaissance way of service and who act as personal guides to help cultivate an individual experience for each customer.

Renaissance Rituals are celebrated in different hotels to mark milestones during each stay and the RLife LIVE which is a music and entertainment platform, launched in October 2011 to add extra value for those staying at Renaissance Hotels. These differentiating aspects put the chain at a distinct advantage when entering a new market, as not only is its identity clutter-breaking from other chains but the appreciation of local art, architecture, culinary culture etc would make the acceptability of the brand name much easier for the native population as well. This point is important to factor in when considering markets which are more conservative in nature or those which have strong historical identities of their own. Globally, the Renaissance Hotel has a strong presence in Asia, North and South America, and Europe.

This paper puts forward the suggestion that Marriott Inc should consider Sharjah, United Arab Emirates as the next potential market to enter. In 2011, the Chain only had one hotel operating in the Region- ‘The Renaissance Dubai Hotel’ with the plans to introduce four more openings in UAE including Abu Dhabi and Bahrain by the end of 2012 (Marriott News Center, 2011). The region has a fast-growing economy and tourism sector and with growing political support it would be advisable for the Renaissance Hotel to establish their brand name in Sharjah as well. It would increase their overall brand equity and help in creating a uniform customer experience throughout the Emirates. Internal Environment The internal weaknesses and strengths of any brand are an indication of their expansion potential and the success rate they can hope to achieve in any new venture. For the Marriott Hotel chain, and Renaissance Hotels, in particular, there are a lot of factors at play which will make this move a strategically sound one. The Marriott strategy is globally designed and the fact that they are already expanding into the region gives the advantage of knowing the pitfalls and problems that can arise in establishing the new hotel. ...Download file to see next pagesRead More
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