Swot Analysis Of Hotel Mono

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Hotel Mono is a 46 rooms boutique hotel with 5 room categories (single room, twin room, double room, studio room and family room). It opened in November 2016 and occupies six traditional heritage shophouses at Mosque Street – Chinatown. It is strategically located within close proximity to Singapore iconic landmarks such as the Sri Mariamman Temple, Buddha Tooth Relic Temple and Gardens by the Bay. Hotel Mono is designed by William Chan from Spacedge Designs (Peh, 2017). It is inspired by modern living using a monochromatic palette with a touch of neutral shades (pink, brown, etc.). The hotel retains its original charm with characteristic airwells and Rococo-era windows. Each of the rooms features a different layout with similar fixtures of…show more content…
They are willing to pay more for comfort and design. The guests demographic comprises of Singaporeans, Koreans, Thailanders, Indonesians, Australians, and Europeans. The bulk of the travellers is millennials. 2.3 Distribution Channels Online booking allows the hotel to become more convenient to the consumer in the purchase process. However, how the consumers book their room can make a big difference to the hotel’s bottom line. The majority of the guests’ book through online travel agencies (OTA) such as Agoda, Expedia and Booking.com. OTA provide a strong marketing distribution channel for an independent and new brand like Hotel Mono (Miller, nd). It supports the hotel in its online presence and contributes substantially to its reservations. The commission element is part of the deal, generally 15 – 25 percent (Davies, 2016). Thus, in order to encourage direct bookings, guests get to enjoy privileges such as complimentary late checkout, best room rate guarantee, special requests, and much more. 2.4 Customer…show more content…
The corporate website represents the hotel image. Therefore, it must be attractive and user-friendly for direct bookings. For early birds, 20% discount will be offered to consumers. Social media (Facebook and Instagram) is another important platform to encourages their guests to interact with them, especially the millennials. The traditional media – newspaper and magazines create brand awareness. The hotel hires a media person to do the press release kits. Furthermore, travel reviews on TripAdvisor is a powerful recommendation tool for guest to make their accommodation decision. It allows the consumer to see what their friends and friends of their friends think and recommend of Hotel Mono. Hotel Mono believe in organic instead of paid marketing. Consumers today are getting smarter and can easily differentiate a paid advertisement. For collaboration with Instagrammers, the organisation exercise care selection process to ensure there is an appropriate fit between the influencer and brand. 3.0 Innovation and

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