CONTINENTAL HOTEL, SAIGON
Refreshing breath for a haunted old life CONTINENTAL HOTEL: A FORGOTTEN BRAND THAT HAS RECENTLY BEEN REVITALIZED Being stacked with 900 hotels around the city (Anderson, 2014), Saigon has long been losing its attention to the oldest hotel in town: The Hôtel Continental. Back to 1880, this building, which is now known as Continental Hotel, was constructed by the French during their colonial period in Vietnam (Asia Life Magazine, 2013). The hotel’s name was taken after the one in Paris, with all of the architectural and structural styles remaining the breath of Europe until these days. Located in the most crowded area in Saigon, District 1, Continental Hotel has recently been revitalized by the local authority, …show more content…
The differences of this brand can be explained by many factors. To carefully discover them, an overview of Saigon's history timeline would be the most appropriate starting point to investigate the changes.
Saigon has no longer been the “Pearl of the Far East”, leading to the lost of brand awareness After the Reunification Day, several changes took place, with an emphasis on the Subsidy Period where privatization was prohibited. This major transformation created a significant harm to the industry. The disappearance of many industries was understandable due to the new laws against private firms. This partly explains a long “retirement" of the hotel. Speedy changes has also been continuously happening in this global integration era, which plays an important role in the lost of awareness for the famous hotel.
Generation Y has little or even no access to the Hotel since it is not a noticeable place of their age. This can be observed by the lack of brand recognition. Many people these days cannot actually know where exactly Continental Hotel is, so they are not even able to recall the brand, except for really special customers who are fascinated by the last century Western design of this
Refreshing breath for a haunted old life CONTINENTAL HOTEL: A FORGOTTEN BRAND THAT HAS RECENTLY BEEN REVITALIZED Being stacked with 900 hotels around the city (Anderson, 2014), Saigon has long been losing its attention to the oldest hotel in town: The Hôtel Continental. Back to 1880, this building, which is now known as Continental Hotel, was constructed by the French during their colonial period in Vietnam (Asia Life Magazine, 2013). The hotel’s name was taken after the one in Paris, with all of the architectural and structural styles remaining the breath of Europe until these days. Located in the most crowded area in Saigon, District 1, Continental Hotel has recently been revitalized by the local authority, …show more content…
The differences of this brand can be explained by many factors. To carefully discover them, an overview of Saigon's history timeline would be the most appropriate starting point to investigate the changes.
Saigon has no longer been the “Pearl of the Far East”, leading to the lost of brand awareness After the Reunification Day, several changes took place, with an emphasis on the Subsidy Period where privatization was prohibited. This major transformation created a significant harm to the industry. The disappearance of many industries was understandable due to the new laws against private firms. This partly explains a long “retirement" of the hotel. Speedy changes has also been continuously happening in this global integration era, which plays an important role in the lost of awareness for the famous hotel.
Generation Y has little or even no access to the Hotel since it is not a noticeable place of their age. This can be observed by the lack of brand recognition. Many people these days cannot actually know where exactly Continental Hotel is, so they are not even able to recall the brand, except for really special customers who are fascinated by the last century Western design of this