Forte Hotels

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Information about Forte Hotels
Education

Published on October 15, 2008

Author: maddy3

Source: slideshare.net

Forte Hotels PLC. - An Analysis

Brief Overview Founded by Charles Forte World’s leading hotel operators and catering companies Turn over of $2662m Market Leader in UK Third Largest in Europe World’s top hotel operator

Founded by Charles Forte

World’s leading hotel operators and catering companies

Turn over of $2662m

Market Leader in UK

Third Largest in Europe

World’s top hotel operator

Current Issues In UK, brand loyalty is less as consumers first choose the destination and then comes the choice of hotel Personal nature of the product. Highly prone to outside influences IRA terrorist activity in London Gulf war Economic recession in 1990

In UK, brand loyalty is less as consumers first choose the destination and then comes the choice of hotel

Personal nature of the product.

Highly prone to outside influences

IRA terrorist activity in London

Gulf war

Economic recession in 1990

Market Segments The hotel industry orients its acitivities around 4 broad market segments – Domestic business travelers International business travelers British domestic tourists International leisure travelers

The hotel industry orients its acitivities around 4 broad market segments –

Domestic business travelers

International business travelers

British domestic tourists

International leisure travelers

Product Offering Analysis for Forte, according to market segments…

International business travelers Expectations from the hotel In room amenities – mini bars,air conditioning,satellite TV Extensive business facilities- secretarial,telecommunications,audio-visual aids Extensive leisure facilities – sauna,gymnasium,swimming pool Product offering : Forte Crest Product Attributes: high quality,modern, Personal recognition and services Situated in major cities throughout in Europe

Expectations from the hotel

In room amenities – mini bars,air conditioning,satellite TV

Extensive business facilities- secretarial,telecommunications,audio-visual aids

Extensive leisure facilities – sauna,gymnasium,swimming pool

Product offering : Forte Crest

Product Attributes:

high quality,modern,

Personal recognition and services

Situated in major cities throughout in Europe

Domestic business travelers Expectations from the hotel Amenities in the bedroom and restaurant Bar facilities,sports recreational facility for longer stay Business support services – fax and computing,secretarial provision for meetings and seminars Suggested Product offering: Forte Posthouse improvements Product Attributes: Accessible Straightforward Modern Competitive pricing

Expectations from the hotel

Amenities in the bedroom and restaurant

Bar facilities,sports recreational facility for longer stay

Business support services – fax and computing,secretarial provision for meetings and seminars

Suggested Product offering:

Forte Posthouse improvements

Product Attributes:

Accessible

Straightforward

Modern Competitive pricing

British domestic tourists Expectations from the hotel : Weekend bonus facilities (bargain breakers) Value for money Comfortable bedrooms Adequate catering services Suggested product offering – in the lines of Forte posthouse Product Attributes Weekend benefits Sports and recreational

Expectations from the hotel :

Weekend bonus facilities (bargain breakers)

Value for money

Comfortable bedrooms

Adequate catering services

Suggested product offering – in the lines of Forte posthouse

Product Attributes

Weekend benefits

Sports and recreational

International Leisure Travelers Expected product offering: Centrally based hotel, close to theatres, shopping areas and tourist attractions Comfort with good amenities, room service and snack facility – depending on their income levels, willingness to spend money Focus on touring in the literal sense, i.e. sightseeing, exploring the new place, eateries, etc. Product Offering: Forte Crest Product Attributes High quality, modern Personal recognition and services Situated in major cities and city centers throughout in Europe

Expected product offering:

Centrally based hotel, close to theatres, shopping areas and tourist attractions

Comfort with good amenities, room service and snack facility – depending on their income levels, willingness to spend money

Focus on touring in the literal sense, i.e. sightseeing, exploring the new place, eateries, etc.

Product Offering: Forte Crest

Product Attributes

High quality, modern

Personal recognition and services

Situated in major cities and city centers throughout in Europe

Customized Offerings, for Occasion of Purchase… Forte hotels Xmas & New Year: Special deals for Festivals, attracting thousands of tourists to these customized packaged services Forte Showcase: new innovative hotel services – tickets with accommodation for sports,theatres and events

Forte hotels Xmas & New Year:

Special deals for Festivals, attracting thousands of tourists to these customized packaged services

Forte Showcase:

new innovative hotel services – tickets with accommodation for sports,theatres and events

Rival Approaches Holiday Inn Uniform product concept and branding for all its 5000 hotels worldwide and caters several segments of the market. Sub brands Holiday Inn Crown Plaza Holiday Inn Garden Court Holiday Inn Express

Holiday Inn

Uniform product concept and branding for all its 5000 hotels worldwide and caters several segments of the market.

Sub brands

Holiday Inn Crown Plaza

Holiday Inn Garden Court

Holiday Inn Express

Hilton Offers 5 star, 4 star and 3 star services to the customers respectively. They have a varied portfolio of Properties Operated one of the UK’s major retail chains with the same brand name Sub Brands: Hilton National Associate hotel

Hilton

Offers 5 star, 4 star and 3 star services to the customers respectively.

They have a varied portfolio of Properties

Operated one of the UK’s major retail chains with the same brand name

Sub Brands:

Hilton National

Associate hotel

Copthorne 12 hotels in britain, france and belgium Uniform marketing aaproach High quality service levels maintained consistently across the chain Queens Moat houses They have 180 hotels spread across different countries. Expanding under the Moat house brand Range of product and service offering is quite diverse within UK, however, branding is not uniform nor are its products and services.

Copthorne

12 hotels in britain, france and belgium

Uniform marketing aaproach

High quality service levels maintained consistently across the chain

Queens Moat houses

They have 180 hotels spread across different countries.

Expanding under the Moat house brand

Range of product and service offering is quite diverse within UK, however, branding is not uniform nor are its products and services.

Thank you. Abhay Mehta Karandeep Krittika Mansi Madhuri Lakshmi

Abhay Mehta

Karandeep

Krittika

Mansi

Madhuri

Lakshmi

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