Boutique Hotels - Literature review Example

Download file to see previous pages This has also led to growth of hotels in almost every tourist destination around the world. The recent financial meltdown took a sever toll on the profitability and revenue margins of the hotel industry particularly in UK which whose economy took a major beating after the economic recession. However a recent report published by Price water house Coopers presents a comeback for the hotel industry in UK. The report states a growth rate projection of 7.8 percent in 2011 for London however the other provinces would have a lower growth rate which is pegged at approximately 3.1 percent in 2011. The report also forecasts a moderate growth with regards to room rates in the provinces (PricewaterhouseCoopers, 2010, p.2). The present study would contrite its focus on the boutique hotels in Brighton, UK. The study would try to analyse the marketing perspective of the boutique hotels which would include an analysis of the segmentation and positioning strategies adopted by these hotels. In this context a primary and a secondary study would be carried out. The primary study would comprise of a questionnaire survey which would be conducted in two parts. The first section would cover the managerial aspects of these hotels while the second survey would be aimed at finding out the positioning of the boutique hotels in the minds of the consumers. The secondary study would encompass an analysis of the existing literature on the topic of study. This would include an analysis of the various marketing concepts which would be linked with the practical aspects of the industry. Finally a set of plausible recommendations would be framed on the basis of the analysis of primary and secondary data which could be used by the concerned organizations to create greater value for the organization in the long run. Research Objectives (can put my aim and objective) The main objectives of the research study would be to analyze the different aspects of marketing associated with the boutique hotels. This would include an analysis of the segmentation, targeting positioning as well as the elements of the marketing mix. The study would also include a discussion on the perception of the managers as well as the general consumers with regards to the concept of boutique hotels. These would be carried out by using a combination of primary and secondary research. The primary research would be based a questionnaire survey and the secondary data in the form of an analysis of the existing literature would be used to analyse and prepare a set of plausible recommendations and conclusions so as to sustain the business of boutique hotels in the long run. Literature Review Market Overview of Boutique Hotels Boutique hotels have evolved as one of the major participants of the tourism ...Download file to see next pagesRead More