Mantra Chain Of Hotels: Providing Luxurious Hospitality Services In Australia, New Zealand And Indonesia

Core and Supplementary Products of Mantra Chain of Hotels

The business that is chosen is of the hospitality and tourism business. The Mantra hotel chain has been selected as they are one of the major hotel chains in Australia and they have a huge property in Australia, New Zealand and Indonesia. They are the leading Australian accommodator and they make sure that they are providing the best possible services to their customers.

The core product mainly comprises of the room services and the beautiful luxurious hotels. This hotel provides a wide range of products for their customers.

The supplementary service of this hotel chain either facilitates the use of core services or somehow enhances it. In case of Mantra Chain of Hotels, the supplementary products include the car facilities, swimming pool, free Wi-Fi service, order taking, tour desk library, self-billing, foreign currency exchange, bar and postal services.

The extremely good customer service mainly refers to the best customer services that the hotel provides. They are having a very good and dynamic team that helps in supporting the customer needs and demands.

The hotel is located in Australia and have a wide range of properties in different other parts of the country. They have expanded in the global markets of New Zealand, Indonesia and other countries (Yang et al. 2015, p-15). The distribution is mainly done through the online media and channels. The hotel mainly carries on their advertisement through the online advertisements and the online hotel site Hotel Location Selection and Analyzing Toolset (HoLSAT) is the model that is to be used by the hotel in order to select their locations. The location chosen by the hotel must be convenient for the consumers to reach out. 

Bundling is often used by them as they provide many packages of their rooms to their guests.

Their customer segment includes people from the different layers of the society and of different income group. In other words, they have rooms for all kinds of purposes.

The hotel chain makes sure that they are giving their customers a very good and memorable experience. They make sure that the customers are getting proper support from their dynamic team of customer care executives (Cwalina and Falkowski 2015, p-174). They have a huge number of facilities like the conference and business meet facilities, the bars and also many other entertainment facilities. As far as the positioning is concerned, the hotel makes sure that they are trying to make themselves unique from others. 

Online Distribution and Promotion Strategies

The hotel makes sure that they are having a properly built webpage that they put up in the internet. The hotel mainly carries on the promotion through the advertisements online. In order to deal with the problems that might often arise in the promotional fields, the hotels can use the outsourcing system (Espino-Rodríguez and Rodríguez Díaz 2017, p-17). This will help them in dividing the workload and make their services much productive. The hotel can actually outsource those activities where they do not have the proper knowledge.

High price 

Low quality 

High quality 

Low price

Description:

• The hotel can use the modern communication tools like the cloud-based software, teleconferencing and other such systems helping them to ensure that they are staying ahead in the competition.
• The consumer forums can be developed online where the customers will be delivering about their feedback and their experiences during their say in the Mantra hotels.

This plan will be applied by contacting with the app developers and also the cyber-crime officials. They will be helping the hotel to develop a huge platform for the proper interaction between the hotel staffs and the consumers and provide protect clients who share details online.

The organization has more than 5500 people working with this brand. They help the company to run efficiently. Mantra Chain of Hotels has efficient and skilled employees working from the front-line sales staff to managing directors.

The delivery of services by the organizations are unique. It has high number of retuning customers better than their competitors. The company provides in house designing, engineering and asset management solutions.

It has 135 properties and more than45 properties in CBDs which focus on managing 4 brands including Pepper, Art series, Break free and Mantra. The company is the largest accommodation operator in Australia thereby increasing the visibility of the company in the Australian market.

The hotel must be targeting the office goers or the big industrialists who can often come to Australia   for the business meets. Apart from this they can target the married couples or family persons between the age group of 30 to 50 who will be eager to go out on the fami8ly trips (Aksoy and Ozbuk 2017, p-76).

The hotel recruited different sales team in order to sell their hospitality services to the different entrepreneurs and business tycoons. The different aspects are majorly dependent on the nature of the personal selling attribute and the manner in which the sales team encourages a customer or entrepreneurs in trying the services.

The organization has taken steps to contribute to the different charitable programs in order to establish brand awareness among the targeted customers. On the other hand, the utilization of the IMC (Integrated Marketing Communication) mediums has helped the organization in maximizing the engagement of the different community stakeholders in the business process.

Delivery of Services and Unique Customer Segments

In this modern-day scenario, the social sites like the twitter, Facebook, hotel booking apps like Trivago and others have attracted a huge number of customers. It is for this reason that the hotel must create a very powerful presence on the online sites like Facebook, Twitter and others (Sherif 2018,p-53).The organization will be undertaking collaboration with YouTube and Google in order to facilitate flash ads for making the customers aware of the product and service offerings of the business (McCauley et al. 2019, p-349). Often the customers post some negative comments on the online sites in order to share their feedbacks during their stay in the hotel. However this might often ruin the reputation of the hotels if the visitors post some negative reviews.

The sales promotion will be done mainly through the online sites and the social media sites. This will be very helpful for the promotion of the organization among all the people.On the other hand, the enumeration of the sales -promotion initiative will be helping the organization in maximizing the revenue streams of the same. The company must also try their level best to educate then consumers. In other words, if the hotel has to be successful in the long run, then they will have to also train and educate their customers. They need to make sure that the customers are also being educated of how to use the resources in a proper way (Nedyalkova 2016, p-50).

The digital marketing mediums will help the hotel to reach out to all their customers in a quick an easy manner.

The electronic mediums of marketing like the web chats, SMS, emails and other such mediums will be used by the hotel chain. The customers will also be able to contact via the online chat support system. The future of hotel is still in question as science has a good amount of opportunity to be explored (Yeoman,Oskam and Postma 2016). It is for this reason that the hotels will have to utilize many new kinds of advertising methods like the vacation marketing, service design and others. 

References

Aksoy, S. & Ozbuk, M.Y., 2017. Multiple criteria decision making in hotel location: Does it relate to postpurchase consumer evaluations?. Tourism management perspectives, 22, pp.73-81.

Cwalina, W. & Falkowski, A., 2015. Political branding: Political candidates positioning based on inter-object associative affinity index. Journal of Political Marketing, 14(1-2), pp.152-174.

Espino-Rodríguez, T.F. & Rodríguez Díaz, M., 2017. Make or buy in the hotel marketing department: transaction costs, financial and relational performance. Tourism & Management Studies, 13(1), pp.7-17.

McCauley, S., Algren, P., Desai, P., Colten, S., Parkin, R., Valentine, S. and Silverman, C., International Business Machines Corp, 2019. Analyzing customer segments. U.S. Patent Application 10/204,349.

Nedyalkova, S., 2016. Applying circular economy principles to sustainable tourism development. In PM4SD European Summer School-Abstract and Conference Proceedings (pp. 38-44).

Sherif, H., 2018. An Investigation into Management Response to Negative Online Reviews in Hotel Operations. KnE Social Sciences, 3(10), pp.57-75.

Yang, Y., Tang, J., Luo, H. & Law, R., 2015. Hotel location evaluation: A combination of machine learning tools and web GIS. International Journal of Hospitality Management, 47, pp.14-24.

Yeoman, I., Oskam, J. & Postma, A., 2016. The future of hotels: Vacation marketing, service design and management.