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Positioning of Armani Hotel (Dubai) - Coursework Example

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Summary
This paper talks about the Armani hotel in Dubai, which was set up in 2010 and within the next two years, the hotel has been able to achieve success and is one of the most luxurious hotels in Dubai. It is preferred for both business purposes or leisure and holidays by individuals. …
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Positioning of Armani Hotel (Dubai)

Download file to see previous pages... Dubai has various kinds of luxurious hotels and Armani hotel is among one of them. It can be indicated that Dubai maintains a high quality of lifestyle and high standard of living. The combination of high standard of living, vibrant nightlife, and good weather makes Dubai one of the most attractive cities for travellers as well as the local people residing in Dubai. The hospitality sector has evolved over the years and Dubai being the favourable tourist destination; it has led to many international hotels and resorts targeting the international business traveller and leisure traveller. The international customers prefer visiting Dubai because of its lifestyle and current economic development and thus it can be concluded that Dubai has been accepted as a tourist as well as business destination for most people. The target market will be analysed with the help of four variables- Measurability, Accessibility, Sustainability and Actionability. The Armani Hotel in Dubai is one of the most luxurious hotels and resorts and it mainly targets the business class people and high end customers who have the required money to spend. Measureability: The Armani hotel in Dubai targets leisure travellers as well as businessmen and offers a luxurious getaway for conferences, meetings, exhibitions and other events (Meet Dubai, n.d). As mentioned above, Dubai’s population is set to exceed 2 million along with better economic development happening, indicating great opportunity for hotels and resorts. The main target market for Armani Hotel Dubai will be the age group of 30-34 years though not ruling out the other age groups. Accessibility: A market segment needs to be accessible with respect to geography and economy. Dubai has changed over time and has become a major business centre with a diversified and dynamic economy. Dubai tends to enjoy a strategic location and it is seen as an investment opportunity by most of the businesses (Dubai eGovernment, 2012). Armani Hotel in Dubai has targeted the business class and leisure travellers who visit the place because of business purposes and also for personal reasons. The age group of 30 years and above has the highest number of visitors or local people visiting the hotel for business purposes. Sustainability: Sustainability of target market segment is highly important and it is important for service ...Download file to see next pagesRead More
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