Abstract— The Hotel industry is a typical service focus business. It has been driven by tourism in Singapore for the past few decades. Facing intensive competition, hotels not only offer just a place to live away from home but a kind of customer satisfaction through expected services. Shangri-La Hotels and Resorts belong to the luxury hotel sector and a leader in the upscale hotel industry; it continues to face competitions from its rivalries. This paper discusses the Shangri-La Hotel and Resorts new branding challenge and opportunities, managing and sustaining of the brand equity.
I. Introduction
Shangri-La Hotels and Resorts is the leading luxury hotel in Asia Pacific area, one of the successful hotel management companies in the world. Founded …show more content…
Shangri-La New Branding Opportunities
An overview of Shangri-La brands, Shangri-La resorts will be the closer to leisure and a place to seek relaxation for a short getaway especially for Singaporean families. Shangri-La Rasa Sentosa, one of the hotels and resort of Shangri-La in Singapore, located on a beautiful island of Singapore called Sentosa, offers amazing facilities and activities for a short family vacation. Typically, Singaporean will take a short break during the school holiday for bonding and some with small kids will choose staycation instead of going out of Singapore.
Shangri-La Rasa Sentosa, has many activities for children. They have a Cool Zone that have many activities for different ages and consist of various activities centered including Toots club and Mini Toots club. For more fun, children can go to the water paradise that have a water slide and splash pad for an exhilarating time (Shangri-la.com, 2016) This is why during the school holidays, public holidays and special festive season, the hotel is always fully booked. Given the Singapore weather is always sunny, Singaporeans have to compete with travelers around the world for the …show more content…
Shangri-La New Branding Challenges
The potential challenges that Shangri-La faces will be the limited land available in Singapore, to keep the price tag affordable and limited manpower resources. Since Singapore has limited land resource, to be able to build a brand new club with extensive facilities will be most challenging, not to mention the price of the land may also be high. The one option maybe consider which is buying over old country clubs or golf club, this way Shangri-La will save in processing cost and construction of everything from scratch.
Earlier, we see the Gen Y willingness to spend on lifestyle and prestige. To keep the price tag affordable gives them more reason to spend as they are buying a prestige service, but this is also a challenge as the operation and maintaining costs comes into the picture. To meet expectations, Shangri-La can market paid annual memberships like some country clubs and in co-operate this membership with their current Golden Circle, offering extensive rewards and offer to member across all Shangri-La
I. Introduction
Shangri-La Hotels and Resorts is the leading luxury hotel in Asia Pacific area, one of the successful hotel management companies in the world. Founded …show more content…
Shangri-La New Branding Opportunities
An overview of Shangri-La brands, Shangri-La resorts will be the closer to leisure and a place to seek relaxation for a short getaway especially for Singaporean families. Shangri-La Rasa Sentosa, one of the hotels and resort of Shangri-La in Singapore, located on a beautiful island of Singapore called Sentosa, offers amazing facilities and activities for a short family vacation. Typically, Singaporean will take a short break during the school holiday for bonding and some with small kids will choose staycation instead of going out of Singapore.
Shangri-La Rasa Sentosa, has many activities for children. They have a Cool Zone that have many activities for different ages and consist of various activities centered including Toots club and Mini Toots club. For more fun, children can go to the water paradise that have a water slide and splash pad for an exhilarating time (Shangri-la.com, 2016) This is why during the school holidays, public holidays and special festive season, the hotel is always fully booked. Given the Singapore weather is always sunny, Singaporeans have to compete with travelers around the world for the …show more content…
Shangri-La New Branding Challenges
The potential challenges that Shangri-La faces will be the limited land available in Singapore, to keep the price tag affordable and limited manpower resources. Since Singapore has limited land resource, to be able to build a brand new club with extensive facilities will be most challenging, not to mention the price of the land may also be high. The one option maybe consider which is buying over old country clubs or golf club, this way Shangri-La will save in processing cost and construction of everything from scratch.
Earlier, we see the Gen Y willingness to spend on lifestyle and prestige. To keep the price tag affordable gives them more reason to spend as they are buying a prestige service, but this is also a challenge as the operation and maintaining costs comes into the picture. To meet expectations, Shangri-La can market paid annual memberships like some country clubs and in co-operate this membership with their current Golden Circle, offering extensive rewards and offer to member across all Shangri-La