one&only resorts: competitive advantages
DESCRIPTION
One&Only resorts Competition External environment Hospitality industryTRANSCRIPT
Margaux 133FRT4246 - BU059
CORE COMPETENCIES:
TAILOR-MADE STAYS & DETAILSLOCATIONS & VIEW
SPACE & PRIVACY
INSIDE-OUT MODEL:
UNIQUEVALUABLE
RARE
Costly to copy – but, feasible
It’s
a
ll
about
LOCATION
… and
EXCELLENCE
INTERNATIONAL STRATEGY:
GLOBAL GROUPGLOBAL BRAND
BUSINESS-LEVEL STRATEGY:
Focused DIFFERENCIATIONNarrow market = NicheHigh distinctiveness
It is a balanced mix of international quality standards and uniqueness of
services, according to destinations/locations.
Politic
Taxes (Bahamas)Safety and rules of the hospitality industry
Economic
Tourism issuesNational stabilityWillingness to travelForeign currencies
Social
Trend for luxuryAmbassadorsUsing and showing off local cultural values
Technology
Information age Distribution
Facilities
EXTERNAL ENVIRONMENT
Legal
Strategic alliances
Real estate industryGambling restrictions
Environmental
CSR Local issues
Asset for Promotion
COMPETITION LANDSCAPE
POPULARITY
EXCLUSIVE brand
Less
than
30 properties
More than 30
WARWICK HOTELS AND RESORTS
Chain of 55 properties (mostly in Europe). MICE segment
Centrally located / Busiest cities.
Affiliation (chain of volunteers who keep their independence).
It is a different competitive location advantage.
WALDORF ASTORIA
Chain of 28 properties (mostly in Central America). MICE segment
Benefits from legacy and timeless elegance.
Part of HILTON Hotels Incorporation.
Strong competitive advantage thanks to promotion.
O&O should take it as an example for BRANDING actions.
SAINT-REGIS Hotels&Resorts
49 Properties belonging to the group STARWOOD.
EXTREME Customization.Old-fashioned Luxury.
Same competitive advantage of personalized stays.
SHANGRI-LA RESORTS
Group including 83 Hotels (with 47 in China) and 10 resorts (in Asia only)
ASIA PACIFIC LUXURY LEADER !
Trendiest spas and latest technology in guests’ rooms. It is the main competitor of One&Only resorts.
Services are very similar.
FAIRMONT HOTELS AND RESORTS
Canadian chain of 60 resorts
Strong legacy and leader in eco-hospitality.
Partner with WWF National Geographic
An inspiration for O&O which needs to improve its skills in green practices.
Resorts named for skiing and golfing.
Same importance accorded to location!
MY RECOMMENDATIONS for
α BRANDING | Flagship stores | Magazines | Sponsorship |
α CSR | Triple bottom line concerns | Proofs of sustainability |
α COMMUNICATION | Annual report publications | Transparency |
α INNOVATION | In Products & Services | Risks-taker | Staff |
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