Abstract: Raffles Hotel Singapore (Student)

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Abstract

Raffles Hotel Singapore (Student)

Ref: ESSEC_M_087_1

Author(s): Michel Phan

Despite its internationally well-known brand name, this case study shows how the Raffles Hotel Singapore is still struggling to attract more Asian guests to stay in its rooms. In addition the hotel is still facing an increasing competition from other luxury hotel chains such as the Ritz-Carlton, Four Seasons, Marriott and St Regis. With its average annual occupancy rate of 80%, there is still room for improvement at the Raffles Hotel Singapore. The main challenges of the case concern the development of new marketing strategies to build stronger "Raffles" brand worldwide and attract more Asian guests without cutting prices or changing what has made it such a unique property in Southeast Asia.

Keywords: Hotel Management, Marketing Strategy, Luxury Hotel, Luxury Services Marketing, Southeast Asia, Market Development

Teaching note available

Event year end: 2010

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