Comments on table 2.9
The total revenue realized by the hotel in 2009 was 72 billion 193 million VND, reaching 97.6% of the target assigned by the Corporation. Compared to 2007, it increased by 1.29% equivalent to 920 million VND and compared to 2008, it decreased by 10.58% equivalent to 8 billion 538 million VND. In general, the hotel's business activities have a tendency to decrease specifically:
Room revenue: decreased sharply by 27.71% equivalent to 11 billion 983 million VND compared to the same period and decreased by 6.87% equivalent to 2 billion 307 million VND compared to 2007, mainly due to the reduction in room prices to improve competitiveness and the H1N1 flu epidemic along with the economic crisis so people did not travel much.
Food and beverage revenue: achieved 30 billion 356 million VND compared to the same period, increased by 13.61% equivalent to 3 billion 637 million VND and increased by 6.2% equivalent to 1 billion 771 million VND compared to 2007, the main reason is that the hotel has promoted food and beverage business, exploiting the domestic market such as:
Implement many promotional programs; improve and innovate wedding party programs; organize culinary festivals on holidays, hotel birthdays, customer appreciation weeks, Christmas, Tet, etc.
Improve the quality of restaurant services.
The menu is always changing, rich and diverse, and preferential prices are applied for loyal customers, so during the year the restaurant has received many parties, weddings and conferences.
Revenue from other services : massage, space rental... decreased by 12.79% equivalent to 887 million VND compared to the same period and increased by 5.6% equivalent to 321 million VND compared to 2007, due to the decrease in room and food services, which led to a decrease in other services.
Service fee revenue: Achieved 3 billion 438 million VND, reaching 98.2% of the plan, down 10.2% compared to the same period, equivalent to 391 million VND.
Comment on table 2.10: Total revenue in July was 6 billion 456 million VND, of which room revenue was only 2 billion 675 million VND, restaurant revenue was 2 billion 847 million VND, and other services were 933 million VND.
So we see that room revenue decreased and was lower than restaurant revenue for the reason
During low season, hotels reduce room prices to increase room capacity to gain a competitive advantage.
2.4.3. Through customer satisfaction level.
2.4.3.1. Investigation method.
Using the direct interview method, I want to learn more about customers' feelings and assessments and understand more about the working environment of employees at the Continental Hotel. In addition to conducting direct customer surveys, I have completed two surveys, which are "Survey of opinions of customers staying at the Continental Hotel" and "Survey of opinions of employees working at the Continental Hotel".
Survey of opinions of guests staying at Hotel Continental Saigon.
Unlike other manufacturing industries where products are measured by technical parameters. Hotel business is a service product so it is very difficult to set a standard to measure service quality. To measure the effectiveness and quality of service, I used a specific survey method:
Steps to conduct the survey method: Step 1: Set up the survey table Step 2: Set up the result scale
Step 3: Identify the target group to distribute the survey. Step 4: Distribute the survey.
Step 5: Collect survey forms Step 6: Process data Step 7: Draw conclusions
How to distribute the survey: Directly distribute to customers. Effectiveness of the method:
Using this method will be suitable for the current conditions of the hotel. Especially for service businesses like Continental Hotel, when measuring service quality is very difficult.
This method brings a certain level of objective accuracy because of its scientific nature. This is a fairly simple survey method but has high feasibility.
From there we can determine the strengths and weaknesses in service quality and take measures to improve the shortcomings to best satisfy customer needs.
Survey of employees working at Hotel Continental Saigon.
The survey setup and distribution method are similar to the “Hotel Guest Opinion Survey”.
Subjects for distributing the survey:
Employees working in hotel departments. In which, employees in other departments such as reception, restaurant, kitchen, housekeeping... will be distributed in a group of representative employees for each department.
2.4.3. Customer feedback.
After collecting and processing data from the survey, I collected some customer opinions as follows:
“The hotel has a very beautiful and magnificent ancient architectural style. It is one of the hotels that I really like because of its service, professionalism, and sophisticated architecture. However, I do not like the traffic because it is located on a one-way street and there is no parking lot, so it is a bit inconvenient for me to travel. I hope the Continental Hotel will have a solution so that their customers will be more satisfied when coming to the Continental.”
“The hotel is currently undergoing renovations, causing noise that sometimes distracts me from my work. The hotel should find a better solution to this problem.”
From the above two opinions, the hotel should build if possible or rent a parking lot near the hotel to make it easier for guests to travel. At the same time, during the upgrading process, the hotel needs to limit noise. Rooms located far from the rooms being upgraded should be sold to avoid complaints from guests.
Strengths
1. Have a good brand with a long history
2.5. SWOT MATRIX ANALYSIS.
Weaknesses
1. No basement or parking lot.
2. Very convenient location, right in the city center, near administrative areas, commercial centers, office buildings.
3. Strong and stable finance.
4. Good Marketing Activities
5. Abundant, professional, dynamic and creative human resources.
2. Few rooms, not enough to meet the requirements peak season customer demand 3. The small meeting room is not qualified to receive M ICE guests. | |
Opportunities 1. The support of the State, as well as the Corporation, enhances the promotion of Vietnam's image. 2. Vietnam has been and will establish good diplomatic relations with many countries, improve many complicated procedures and documents such as visa exemption for countries: Japan, Russia, Singapore, Malaysia, Thailand... 3. Vietnam has a stable political system and a rapidly growing economy, creating favorable conditions for economic development in general and the hotel industry in particular. 4. With the attention of the Corporation, the hotel is expected to be invested in expanding to 105 rooms, meeting 5-star standards with full, modern equipment for a standard meeting room. | Threats 1. Joining the WTO and the open-door policy created favorable conditions for the emergence of hotels such as: Legend, Sheraton, Park Hyatt, Omni, Sofitel, Windsor Plaza. 2. The A (H1N1) flu epidemic is still recurring in Vietnam, causing concern for tourists. 3. The global economic crisis has affected the tourism industry as people tighten their spending. 4. Very flexible pricing policy, along with large-budget advertising campaigns of joint venture hotels and other hotels in the same system. |
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long history
International, professional, convenient for promoting MICE programs.
5. Information technology and science are increasingly developing, facilitating image promotion.
From the micro, macro and SWOT analysis Continental Hotel has come up with the following implementation solution.
2.6. SOME STRATEGIC SOLUTIONS THAT CONTIN EN TAL HOTEL IS IMPLEMENTING.
2.6.1. Products.
Hotel products are special products that are both tangible and intangible. The tangible properties are shown through the facilities, interior equipment, etc., while the intangible properties are shown through the customer's perception through the service style, gentle and friendly attitude of the hotel staff.
The hotel has modern facilities and equipment, high quality service with
Good service attitude, enthusiastic, thoughtful, always ready to meet the diverse needs of customers in terms of food, accommodation, living, entertainment according to international standards, reasonable prices, customer safety is still the standard that customers are always interested in and pay attention to. These standards are also to evaluate the difference between hotels and to enhance the image of the hotel, thereby creating a competitive advantage. To do this, in addition to investing in modernizing technical equipment, facilities... the hotel must constantly innovate, replace old equipment, not ensuring safety and maximum entertainment needs for customers. Currently, the Continental Hotel's product package includes the following services:
Accommodation services.
When it comes to hotel business, the first thing to mention is accommodation business. It accounts for a much larger proportion of investment capital than other types of service businesses, which is why hotel operations are almost dominated by this activity.
Continental Hotel has invested in construction, equipment and facilities for the hotel, with a total of 83 rooms with 4-star service quality and divided into 6 types: Superior (35m 2 ), Deluxe (40m 2 ), Oriental Suite (45m 2 ), Junior Suite
(55m 2 ), Continental Suite (75m 2 ), Executive Suite (81m 2 ). Area of all rooms
from 35m2 to 81m2 designed in classic French style with high and wide ceilings, including full modern equipment meeting international standards, arranged in a traditional style with wooden materials, creating a rustic but luxurious style and especially the most spacious area and space in the city.
This product diversification makes it convenient for customers to have more choices to suit each customer's needs. All rooms have private bathrooms and are equipped with air conditioning, direct dial international telephone, satellite TV with international channels, hot water, hair dryer, DVD, minibar, safe for storing belongings... In addition, guests staying here can enjoy free breakfast and daily gifts: newspapers, magazines (Vietnam News, Time Out, ...) and seasonal fruits, flowers, tea, coffee...
Food and Beverage services.
Managed by the restaurant department. With a diverse menu of dishes in Vietnam and international Asian and European cuisine to best serve the needs of culinary, conferences and seminars of customers along with luxurious facilities and equipment, plus the enthusiasm and thoughtfulness of all staff. Continental Hotel Restaurant can bring customers delicious dishes to suit their taste.
Venezia Italian Restaurant: The restaurant is managed by Mr. Guido Cora - a famous Italian chef. Today, the Italian restaurant continues to serve authentic Italian dishes with the capacity to serve about 100 guests.
Continental Palace International Restaurant : serves Asian - European dishes. Continental Palace Restaurant has a courtyard with frangipani trees over 100 years old, creating a fresh, pleasant atmosphere with the passionate fragrance of frangipani flowers. This is an ideal place for large outdoor parties such as weddings, birthdays... with a capacity of up to 900 guests. The restaurant serves meals: breakfast served buffet style, lunch served buffet style and according to the menu, dinner is only served according to the menu.
La D olce Vita Café : is an ideal meeting place for everyone. Here, diners can enjoy a variety of drinks and cakes, especially afternoon tea from 2:00 p.m. to 6:00 p.m.
Starry Nite Bar : serves international standard cocktails and snacks.
Meeting room rental service: there are two types: conference room (Conference Room) with a capacity of 200 to 400 guests, high-class meeting room for VIP guests (VIP Meeting Room) with a capacity of 20 guests. All meeting rooms are fully equipped with modern amenities such as: LCD projector, sound system, lighting, translation headset, WiFi Internet connection...
2.6.2. Price.
Price is an important factor, in the current fierce competition, almost all hotels have to reduce the price of their products and services according to the general trend of the market, at the same time to increase competitiveness. But besides that, there are also products with equivalent service quality but offer a much higher price to the market than competitors. So what I want to affirm here is that depending on each of its own circumstances, each business can build an optimal pricing strategy, ensuring costs while making a profit, consolidating and strengthening the position of the business in the market, especially the target market.
Currently, Continental Hotel is using a flexible pricing policy depending on each
different types of markets that offer different prices. For each type of room, each rental form, Continent al hotel has different price lists:
Group rates : Continental offers preferential rates for customers booking 6 rooms or more. The hotel offers a 20 to 25% discount for groups depending on the time.
Special price: for loyal customers and customers who have a cooperative relationship with the hotel: 10 - 15% discount compared to the published price. The hotel applies different prices very flexibly for different room types: Deluxe, Executive, Orient al, Continental, Superior.
Hotel room rates are also differentiated: rooms in different locations often have different room rates. Rooms on the top floors of the hotel and rooms with good views are more expensive.
Promotional pricing strategy during off-peak times, promotional prices for these customers are often 5% lower than the published price, or no discount but with many additional services.
Table 2.11: Price list and room types of Hotel Continental Saigon
Unit: USD
Price valid from October 1, 2009 to December 31, 2010
Room Type | Single Room | Double Room | Extra Bed | Book a Room |
Superior Room | 102 | 102 | NA | Book a room |
Deluxe Room | 112 | 112 | 30 | Book a room |
Oriental Suit e | 130 | 130 | 30 | Book a room |
Junior Suite | 160 | 160 | 30 | Book a room |
Continental Suit e | 185 | 185 | 30 | Book a room |
Execute Suit e | 260 | 260 | 30 | Book a room |
□ The above price includes VAT, service charge and breakfast at the hotel. □ Children under 5 years old sharing bed with parents are free of charge (maximum 02 children) | ||||