Description
SWOT ANALYSIS OF SHANGRI LA HOTELS AND RESORTS
Shangri La Hotels and Resorts
Parent Company
The Kuok Group of Companies
Category
Hotels and Resorts
Sector
Tourism and Hospitality
Tagline/ Slogan
It’s in our nature
Providing guests with distinctive Asian standards of hospitality and USP services
STP
Segment
Leisure Travellers, Business Travellers, Families
Target Group
Upper middle and upper class people
A brand of luxury hotels that serves its guests to the best of its ability, Positioning always staying close to its roots in Asia.
SWOT Analysis
1. Represents Asian culture 2. Asia’s leading luxury hotel group 3. 70+ hotels under 4 brands across the globe 4. The Business hotels are known to be the best in their category 5. Good reputation and customer loyalty Strength 6. Aspirational brand
1.Its fame and brand awareness is restricted to Asia Weakness 2. Limited focus on business travellers
1. Other international brands are building mid-market hotels in this region. Shangri La due to its history in this region is the most reputed luxury hotel brand. 2. Tourism is a growing industry globally, entry into new markets Opportunity seems like the next step for them
Threats
1.Asia is shifting to the mid-market segment
2. Increased labour costs 3. Terrorist attacks and natural calamities
Competition
1.Marriott International 2. Hilton 3. Wyndham Worldwide Competitors 4. ITC Group (India)
doc_920006361.docx
SWOT ANALYSIS OF SHANGRI LA HOTELS AND RESORTS
Shangri La Hotels and Resorts
Parent Company
The Kuok Group of Companies
Category
Hotels and Resorts
Sector
Tourism and Hospitality
Tagline/ Slogan
It’s in our nature
Providing guests with distinctive Asian standards of hospitality and USP services
STP
Segment
Leisure Travellers, Business Travellers, Families
Target Group
Upper middle and upper class people
A brand of luxury hotels that serves its guests to the best of its ability, Positioning always staying close to its roots in Asia.
SWOT Analysis
1. Represents Asian culture 2. Asia’s leading luxury hotel group 3. 70+ hotels under 4 brands across the globe 4. The Business hotels are known to be the best in their category 5. Good reputation and customer loyalty Strength 6. Aspirational brand
1.Its fame and brand awareness is restricted to Asia Weakness 2. Limited focus on business travellers
1. Other international brands are building mid-market hotels in this region. Shangri La due to its history in this region is the most reputed luxury hotel brand. 2. Tourism is a growing industry globally, entry into new markets Opportunity seems like the next step for them
Threats
1.Asia is shifting to the mid-market segment
2. Increased labour costs 3. Terrorist attacks and natural calamities
Competition
1.Marriott International 2. Hilton 3. Wyndham Worldwide Competitors 4. ITC Group (India)
doc_920006361.docx