Analysis of the Best Hotels in Adelaide: Hilton Hotel and Mayfair Hotel - Case Study Example

Analysis of the Best Hotels in Adelaide: Hilton Hotel and Mayfair Hotel By: Professor: Class: University: City: State: Date of submission: Analysis of the Best Hotels in Adelaide: Hilton Hotel and Mayfair Hotel Executive Summary This report focused on analyzing the Adelaide Hotel industry with inclination on the Hilton Adelaide and Mayfair Hotel. Throughout the years, competition has forced these businesses to improve their products and services to meet the needs of the customers. In the report, the product involved in-depth analysis of the types of rooms, conference and meeting facility, restaurants, and other facilities such as pools; prices for various products and services and the policies of cancellation. The analysis revealed that both hotels have GDS (Global Distribution Systems), online booking platforms, and the intermediaries responsible for reducing the gap between the hotels and potential customers. The report also offered various recommendations applicable in both hotels to assist in improving the quality of services and increase their customer base. Introduction Hotels are constructed with the aim of providing customers with the meals provisions, bars, entertainment, casino, tour and travels, and swimming pool facilities. With increased changes in the needs and preferences of the customers, hotels are keen on providing customized furnished households for the travelers and visitors to relax. In this report, Hilton Adelaide and Mayfair Adelaide have been selected. Furthermore, the report seeks to analyze various factors including the products, prices, places, and promotion activities used by both hotels. In a mid of increasing levels of competition, business has been keeping on integrating technology and opening up various branches to increase their efficiency. In the report, various factors associated with the products offered, their prices, place, and methods used to promote the products and services will be highlighted. Based on the analysis, it is evident that both Mayfair Hotel and Hilton Hotel in Adelaide are performing well compared to their competitors; however, it is important that these hotels improve some of their activities and processes to continue meeting the needs of the customers. Products Hilton Adelaide is located with the Victoria Square and at the heart of city’s entertainment, shopping, and dining grounds. The hotel offers both international and local attractions. The local attractions include the Adelaide Botanic Gardens, fitness center, heated outdoor pools, running track, and tennis court. From the hotel, visitors can access trams to the seaside Glenelg, Casino, and River Precinct. The hotel has varied rooms stylish rooms with a delightful view from Adelaide Hills or the coast. The customers can select a suit that has extra space, higher floor, upgraded amenities, and executive room to enjoy exclusive access to the Executive Lounge and complimentary continental breakfast. The hotel has 374 rooms which are arranged over 18 floors (Booking.com, 2017). Check-in time starts at 3PM while check-out time is noon although customers also can have express check-in/out. While checking in, the visitors are needed with the credit cards or cash deposit and government-issued photo ID required. Hilton Adelaide also accommodates children and pets. For the children, the hotel has a childcare which accommodates up to two children: 18 years old while younger ones stay free while occupying the parent or guardian’s room. Only a pet is allowed per room which needs to weigh up to 34 kg. Hilton Adelaide provides internet services: WiFi and wired internet accessible in public areas and WiFi and wired Internet accessible in the rooms. Mayfair Hotel offers stylish, elegant, and a touch of glamor that meet the qualities a five-star hotel. The hotel is located at the heart of the city at the corner of King William and Hindley Streets at the beautifully renovated Colonial Mutual Life building. The Hotel offers luxury accommodation, premium hotel facilities, contemporary dining, innovative food, wine, and quality products made locally. The hotel has 170 elegant rooms with the suites that are complemented using stylish spaces such as light filled meeting and function tools, gym, and business centers. Moreover, Mayfair Hotel offers exquisite restaurant and bar and the newly opened rooftop bar known as HENNESSY. In the hotel, check-in starts at 2PM but check-out at 11AM (TripAdvisor LLC, 2017). During check-in, the business needs the credit card or cash deposit, government-issued photo ID, and a minimum age of 18 years. While traveling with other things, it is important to note that pets are not allowed. The business offers internet services: free WiFi in both the public areas and in the rooms. The customers also enjoy discounted offsite parking. The hotel has elevators, safe deposit box at the front desk, designated areas for smoking, fitness facilities, and the rooftop terrace. The rooms are comfortable with air conditioning, minibar, and ironing board. Price The prices charged vary depending on the seasons; however, the lowest price is A$126. The cancellation and payment policies vary depending on the type of room; therefore, while applying for the rooms, the customers are required to enter the dates of their stay and check the applicable conditions for their rooms of stay. Although children are not charged, there are circumstances that attract fees. For 0-1 years, the Hotel is free; for the two years old, using the Hotel is free, but when an extra bed is requested, each child pays AUD 60 per child. The hotel allows pets; however, various charges are applicable. While booking the rooms in the group and take more than 10 rooms, different policies and additional supplements are applicable (Hilton Adelaide, 2017). The hotel has a mandatory fee for pet deposit that amounts to AUD 500 per day. Optional charges include self-parking (AUD 20), Valet parking (AUD 34), Rollaway beds (AUD 60 each night), breakfast (from AUS 28 to 37 per person), childcare is available at extra charge, pet (AUD 90 each per night), and WiFi and wired in guestrooms and public areas (AUD 9.95 per day though it varies). In Mayfair Hotel, the services charged depends on various factors: the season, type of facilities booked, and the agency used for booking the services. For example, the cost for booking.com, hotels.com, and TripAdvisor are different; therefore, customers need to choose the agents, which meet their suitability. The cost of services in Mayfair Adelaide starts from A$190. The optional extras include Onsite credit card charges, which are subject to extra charges and buffet breakfast, which are offered for an extra charge of AUD 35 per person. The cancellation and repayment policies tend to vary depending on the type of the room. The policy requires customers to enter the dates of their stay and check the conditions applicable to the preferred room. For the children and extra beds like in other hotels, Mayfair Hotel does not accommodate children and has no capacity for extra beds in the room. Based on the average rates for the standard rooms, the prices range from $143-$274 Place Hilton Adelaide provides both WiFi and wired internets to the public and hotel users at some fees. Customers have various platforms to book their services: online through the business directly authorized agents, and physically at the hotel. Since 2009, the hotel has been welcoming guests from Booking.com (Hotels.com, 2017). The hotel has a GDS, Global Distribution System, which allows the travel agents to allocate and book their excursions globally. The hotel has four GDS Codes: Amadeus GDS: HL ADL215, Galileo/Apollo GDS: HL 04926, Sabre GDS: HL 009417, and WorldSpan GDS: HL 05804. Besides booking.com, other agents of the hotel include hotels.com, Expedia, and TripAdvisor LLC through which customers are able to make their inquiries. Furthermore, these agencies book rooms and other services on behalf of the customers. Based on the Internet connectivity, Mayfair Hotel majorly provides WiFi connections to the hotel users and the public free of charge. This might be considered a marketing strategy considering that with increasing integration of technology in the hotel industry, the internet has become a priority for the customers for increasing efficiency. The business allows online booking which is safe and convenient for the customers especially with no time to visit the hotel before the date of accommodation. There are various options that the customers can use for reservations including the TripAdvisor that has partnered with entities like Hotels.com, Booking.com, Agoda, and Expedia to enable them to book their Mayfair Hotel reservations with confidence (Hotels.com, 2017). The agency has been able to assist millions of visitors on a monthly basis to find their perfect hotel for vacation and business trips at great discounts and special offers. In addition, the customers have the opportunity to book their services through the phones and online by email (stay@mayfairhotel.com.au   +61 8 8210 8888) to enjoy gift certificates. Mayfair Hotel GDS Codes include Amadeus GDS: WV ADL965, Galileo/Apollo GDS: WV B0656, Sabre GDS: WV 270835, and WorldSpan GDS: WV 96965. Promotion Hilton Adelaide promotes its activities through offering quality services and products to the customers that meet their expectations. However, there are other special offers. Through its slogan, Your Wedding Your Way, it offers five-star services to any wedding activity through exquisite menus, stunning venues, and choice of the design. These packages are offered at lower costs (from AUS 110 per person). Hilton Adelaide offers Hilton HHonors Event Bonus to the planners through which they receive HHonors bonus points and airline for each event they hold in the Hilton Family hotels. It is easy to redeem these points for the event credits, which are usable when making the next bookings at the hotel (Hilton Events, 2017). Furthermore, the business has created a suite of online tools, which assist in making plans, book, and manage the event reservations for easier, faster, and hassle-free process. These promotion activities assist in attracting potential customers which ensure the business achieves it required objectives. With increased level of competition within the tourism and hotel industry, businesses are keen on offering services that go beyond their services and products. Hilton Adelaide offers transport services from and to the airport for its international visitors at subsidized costs; however, these costs depend on the season and types of products booked by the customer. Like Hilton Adelaide, Mayfair Hotel believes in achieving its objectives through delivering the products and services that meet the needs of the customers. Through offering free WiFi, the business attracts the increasing number of customer who values internet connection (Mayfair Hotel, 2017). The hotel is a smoke-free property and has a smoking area for smokers; as a result, it accommodates people from different social status. Every Friday evening, the hotel offers live music to its customers at the Mayflower Bar before going for dinner in the Mayflower Restaurant, which for most Australians is the greatest way of starting the weekends. The hotel has wedding offer for those intending to begin their lives together through offering romantic wedding night package (Luxury Escapes, 2017). During the offer, the visitors enjoy overnight accommodation in the Mayfair King Suite, which features bedroom that is custom-designed, and locally made bed, incorporation of a separate lounge area that has a flat screen TV, complimentary WiFi, sofas, hand selected artworks and the Nespresso machine. Such offers attract several wedding events. Through its Mayfair Love Story, the hotel invites the couples to spend their romantic gateway there. In most cases, people overlook spending quality time together due to busy schedules; however, the business has done all the planning to make things easier for the customers. Recommendations Customer service is the major factor that both hotels need to improve. The tastes and inclinations of the clienteles have been changing; however, the policies of these hotels have remained the same over the years, which have influenced their performances. Customer services are a sequence of actions designed to improve the level of customer satisfactions: the feeling that the offered service met their requirements. To attract more customers, the business should focus on offering the after sales services such picking potential customers from the airport to the hotel and dropping them to the airport. It is important to understand that owning and bonding with the pets is increasingly becoming a lifestyle in Adelaide. Throughout the years, Hilton Hotel has attracted many visitors who have small pets; however, Mayfair Hotel does not allow pets, which reduces the scope of its market segment. Therefore, it is important to review such policy. The hotel industry is increasingly becoming competitive with more businesses coming into the market; as a result, it is important that both hotels especially Mayfair Hotel to increase a number of services it offers. Mayfair Hotel has few rooms and poor customer relationship, which has affected its profitability and scope of operations making it difficult to penetrate the Australian Hotel Industry. References Booking.com. (2017). Hotel Hilton Adelaide, Australia. Retrieved May 26, 2017, from https://www.booking.com/hotel/au/hilton-adelaide.html Hilton Adelaide. (2017). Hilton Adelaide. Retrieved May 26, 2017, from www3.hilton.com/en/hotels/south-australia/hilton-adelaide-ADLHITW/index.html Hilton Events. (2017). Hotel Meeting and Event Venue Offers | Hilton Adelaide. Retrieved May 26, 2017, from http://www.hiltonevents.com.au/hilton-adelaide/special-offers Hotels.com. (2017). Hilton Adelaide (Adelaide, Australia) | Hotels.com. Retrieved May 26, 2017, from https://au.hotels.com/ho113176/?tab=description&ZSX=0&SYE=3&q-room-0-children=0&q-room-0-adults=2 Hotels.com. (2017). Mayfair Hotel (Adelaide, Australia) | Hotels.com. Retrieved May 26, 2017, from https://au.hotels.com/ho484566/mayfair-hotel-adelaide-australia/ Luxury Escapes. (2017). Mayfair Hotel Adelaide. Retrieved May 26, 2017, from https://luxuryescapes.com/mayfair-hotel-adelaide-0 Mayfair Hotel. (2017). Adelaide Hotel Specials - Mayfair Hotel. Retrieved May 26, 2017, from http://www.mayfairhotel.com.au/adelaide-hotel-specials TripAdvisor LLC. (2017). Mayfair Hotel - UPDATED 2017 Reviews & Price Comparison (Adelaide, Australia) - TripAdvisor. Retrieved May 26, 2017, from https://www.tripadvisor.com/Hotel_Review-g255093-d7356207-Reviews-Mayfair_Hotel-Adelaide_Greater_Adelaide_South_Australia.html Read More