MARKETING ANALYSIS

Shangri-La Hotels Marketing Analysis Mohd Rizal Kismath Batcha 2007

EXECUTIVE SUMMARY

Shangri-La Hotels and Resorts are the world famous hotels management

companies. It not only provided the room services with luxury quality for the customers

from worldwide, it also as a symbol for upper-class, reflecting the privilege of the life and

honorable status in the social.

Our group project demonstrates Shangri-La Hotels and Resorts in the seven

aspects. These seven aspects are product, price, promotion, place, people, physical

evidences and the last is process. From these seven aspects, the hotels management of

Shangri-La Hotels and Resorts would be analysis.

The products that provided by Shangri-La Hotels and Resorts are room services,

ballrooms and others facilities that provided by the hotels, such as sauna, Jacuzzi, spa,

gym, lounge and pub.

The price of the room services and other services would be demonstrated in the

project. Different type of the room charged at the different rate of payment. Otherwise,

charged of room also different according to the peak season and non-peak season.

Promotion refers to the all of the advertising and promotion at price in Shangri-La

Hotels and Resorts. The type of promotion is differing according to the season. For

example, promotion of Yu-Sang would be launched during the period of Chinese New

Year.

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People refer to the target market of customers of Shangri-La Hotels and Resorts.

Shangri-La Hotels and Resorts are the five class hotels, therefore, the targeted market of

Shangri-La Hotels and Resorts are mostly from the upper-class.

Place refers to the distribution of Shangri-La Hotels and Resorts in the

worldwide. Shangri-La Hotels and Resorts have around thousand of hotels that distribute

in the global. The hotels management would decide the strategic place for the Shangri-La

Hotels and Resorts.

Physical evidence refers to the material of facilities that can touch or even use.

Shangri-La Hotels and Resorts which are the well-known hotels provide the best services

to their customers.

Process refers to the flow of hotel services in Shangri-La Hotels and Resorts.

Shangri-La is committed to highly personalized guest service and hires for attitude and

trains for skills. Its acclaimed training programmed, Shangri-La Care, is divided into four

modules and in line with the group's strategic plan to be an industry leader; all members

of staff undergo the modules within six months of joining the group.

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1.0 INTRODUCTION

Shangri-La Hotel is a facility of services which provide places to stay for

customers around the world. It is known as a hotel or a resort for consumers to relax or

even have a vacation at the hotel. Shangri-La Hotel is a much known hotel in Singapore

because it was founded there itself. Shangri-La Hotel has provided a hotel for business

traveler. Therefore, it has made another target of business in its management. With these

targets, the company has proven to be the world’s best finest hotel in management, and

services. This hotel has also been situated in Malaysia itself, which have also become a

finest hotel for business travelers and also travelers around the world and locally.

Therefore, with these achievements, we have decided to make a research about the

company itself and prove of its facility that satisfies us as a customer.

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2.0 COMPANY DESCRIPTION

The story of Shangri-La Hotels and Resorts began in 1971 when a deluxe hotel

was founded in the city of Singapore. Today, Hong Kong-based Shangri-La Hotels and

Resorts is the largest Asian-based deluxe hotel group in the region. And it is regarded as

one of the world's finest hotel management companies, garnering international awards

and recognition from prestigious publications and industry partners. Shangri-la’s chain

comprises 49 deluxe hotels and resorts in key cities of Asia and the Middle East and most

sought-after leisure destinations. Seven of these are Traders Hotels, our sister brand

established in 1989 to deliver high value, mid-range, quality accommodation to the

business traveler.

The name Shangri-La was inspired by James Hilton's legendary novel Lost

Horizon. (‘…….he felt extraordinary sense of physical and mental settlement. It was

perfectly true, he just rather liked being at Shangri-La’) A tranquil haven in the mountains

of Tibet, Shangri-La casts a spell on all who resided there. Today, Shangri-La stands as a

synonym for paradise. And even though mythical in origin, the name perfectly

encapsulates the genuine serenity and service for which Shangri-La Hotels and Resorts

have com e to be recognized.

There are two logos besides the headline in this page. The yellow logo with black

fronts represents Shangri-La Hotels and Resorts. The modern and sophisticated Shangri-

La "S" logo not only resembles uniquely Asian architectural forms, but also reminds the

beholder of majestic mountains reflected in the waters of a tranquil lake.

The other logo which has red logo with black fronts represents Shangri-La

Traders hotels. Utilizing a chop---the traditional seal of quality used by Chinese traders

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Shangri-La Hotels Marketing Analysis Mohd Rizal Kismath Batcha 2007

for 5,000 years---the Traders Logo reflects the brand's philosophy of offering the business

traveler first-rate quality with the greatest value for money.

Despite from room services, Shangri-La Traders Hotels is a suitable venue to

organize business meetings, events or any other functions. Whether you are planning a

meeting for 15 or an annual convention for 3,000, you can make it a stress-free and

efficient affair with Shangri-La.

A famous service for the customers in Shangri-La Hotels and Resorts is Chi, the

spa. Shangri-La Hotels and Resorts had conceptualized CHI as a spa that pursues the

virtues of Chinese philosophy that governs the universal life force of energy within each

individual - that for everything negative there is a positive balance whose energy is

known as 'chi'. The free flow of 'chi' within the body is essential to maintain good health.

Despite of provided hotels &room services, Shangri-La Hotels also launched

Corporate Social Responsibility (CSR) programmed. Shangri-La's Corporate Social

Responsibility (CSR) programmed is an all-encompassing approach towards our

stakeholders beyond that of revenue, profit and legal obligation. Shangri-La’s

stakeholders include customers, employees, members of the communities in which they

operate, shareholders and suppliers. Shangri-La's Corporate Social Responsibility means:

customers, employees, suppliers and communities.

Shangri-La Hotels and Resorts is a founding member of the Asia Pacific Hotels

Environmental Initiative. In accordance with the Group's Environmental Policy, all

Shangri-La and Traders hotels have "Green Programs" to identify ways to reduce

wastage, eradicate practices that damage the environment and generally promote

environmental awareness.

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Regarded as one of the world's finest hotel management companies, Shangri-La is

consistently recognized as an industry leader in readers' polls of prestigious publications

worldwide. The awards including Top Ten Business Hotel, Herald's China Hotel Golden

Pillow Award (China), One of the Top 75 Asia Hotels, Conde Nast Traveler (USA), One

of the Best Business Hotels in Kuala Lumpur, The Asset, Best Business Hotel in the

World, Asia Pacific and Singapore, Business Traveller (Asia Pacific), One of the Top 20

Overseas Business Hotels, Conde Nast Traveller (UK) and Best Regional Hotel Chain,

TTG.

Having achieved brand market leadership in Asia and the Middle East with 49

hotels, the company's strategic plan now incorporates the goal of expanding the Shangri-

La brand globally, with an interest in exploring opportunities to operate hotels in gateway

cities and key resorts around the world under management agreements, equity

participation or ownership.

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3.0 THE 7 P’S OF SHANGRI-LA HOTEL

3.1 PEOPLE

People refer to target market of customers of Shangri-La Hotels and Resorts. On

the other hand, people also refer to the service personnel who provide service to

customers, in other words, the staff who work and deliver service at Shangri-La Hotels

and Resorts.

Shangri-La Hotels and Resorts are the five class hotels, therefore, the targeted

market of Shangri-La Hotels and Resorts are mostly from the upper-class or those who

posses the higher financial and consuming ability.

The focus of this project is 3 Shangri-La Hotels and Resorts in Penang, namely

Trader Hotels at Geogetown and Rasa Sayang Resort and Spa, and Golden Sands Resort

at Batu Feringgi Beach.

Batu Feringgi Beach is mostly visited by tourists, especially who come from

Western and Europe countries. It is believed that the Western and Europe travelers mostly

have higher consuming ability compare to local travelers. The management of Shangri-La

Hotels and Resorts located themselves among the tourists that are of higher financial and

consuming ability group.

The target markets for Trader Hotel are mostly business travelers and those from

upper class. Business travelers are afford to buy service from a quality five class hotel as

their expense will be paid by their company. Business travelers represent one’s company;

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it is for certain that the company will choose a high prestige hotel for their representative

to create a good image of their company.

All in all, it’s about the target market part about people. In the following part, we

will discuss about the service personnel in Shangri-La Hotels & Resorts.

Shangri-La is committed to highly personalized guest service and hires for

attitude and trains for skills. Shangri-La Hotels & Resorts provided a training programme

call “Shangri-La Care” to all its staff and service personnel. Shangri-La Care, is divided

into four modules and in line with the group's strategic plan, all members of staff and

service personnel undergo the modules within six months of joining the group.

Shangri-La Care is a living culture within the group, strongly supported by the top

management and continuously cascaded through the organization. All hotels are required

to allocate a specific budget for training and development, and the general manager is

personally responsible for ensuring that all the allocated funds are spent year after year.

Below is Shangri-La Care Modules that line out what a service personnel should do

and how to serve their customers best.

Shangri-La Care 1: Shangri-La Hospitality from Caring People

Addresses how to make the guests feel special and important by focusing on the five

core values of Shangri-La Hospitality: Respect, Humility, Courtesy, Helpfulness and

Sincerity. It also imbues the value of 'Pride without Arrogance' as the service hallmark.

Shangri-La Care 2: Delighting Customers

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Focuses on the importance of guest loyalty and how it can only be achieved by

delighting the guests not just the first time but every single time. Employees must be

guest obsessed, doing more for guests by 'going the extra mile', being flexible and never

saying no, anticipating and responding quickly, and recognizing the guest's individual

needs.

Shangri-La Care 3: Recover to Gain Loyalty

Highlights the importance of recovery when a mistake is made. When recovery is

done well, it may be an opportunity to gain further commitment and loyalty but if there is

no or poor recovery the lifetime value of the guest is lost in addition to at least 25 others

who may hear of the incident through word of mouth. The module teaches the five steps

to recovery - Listen, Apologize, Fix the Problem, Delight - the Extra Mile and Follow

Up.

Shangri-La Care 4: Take Ownership

Addresses the importance of our employees taking ownership - to show care for the

customers, colleagues and company. The driver of ownership is "SELF", which means S -

Show commitment, E - Eager to take initiative, L - Lead ourselves and F - Filled with

passion. This module attempts to create in the employees the mind-set to live in an

environment that is filled with Care for guests, Compassion for colleagues and Pride in

the company.

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3.2 PLACE

Place or distribution is having the product or service available where target

customers can buy it. Shangri-La hotels are distribute all over the world, such as

Malaysia, Hong Kong, Taiwan, China, Australia, Thailand, Singapore and even Nepal,

just to name a few.

Our project will focus mostly on the Shangri-La hotels in Penang. There are 3

Shangri-La Hotels in Penang, two at Batu Feringgi Beach and one located at the city

center in Georgetown. The epitome of the quintessential Malaysian resort, Shangri-La's

Rasa Sayang Resort & Spa is located on the famed Batu Feringgi Beach, nestled between

the sea and emerald green hills. Golden Sands Resort is another resort of Shangri-La. As

for the hotel that located in the heart of Georgetown is the Traders Hotel, Penang, that

formerly known as Shangri-La Hotel, Penang.

All of the hotels and resorts of Shangri-La are located at the strategic locations

that have high population of people will flow to each year, either for business purpose,

traveling or other reasons. The location selected is usually a big or busy city or places that

are well known for its’ tourism industry that are highly visited each year.

Batu Feringgi Beach is one of the tourist attractions in Penang, and believed to be

one of the most visited beaches here. This is true for foreign travelers, especially those

from Western and Europe countries. It becomes the heaven for them. Despite that,

Batu Feringgi Beach also has drawn local travelers from other states all over the

countries. The emerald green hills behind the Rasa Sayang Resort and Spa while facing a

breath taking, white sand beach does help in attract the visit of tourists who wish to stay.

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Golden Sands Resort, Penang which is also located at Batu Feringgi Beach, at

another part of Batu Feringgi Beach though, have the similar surrounding to attract the

tourists. Golden Sands Resort, a picturesque resort that provide a nice place to stay after

some recreational activities such as water-sports, jungle trekking and so on.

Traders Hotel located at the city center that is the heart of Georgetown. It can be

easily reach by its’ customer due to its location at the city center. Hotels that located at

the city center are always more easily found by the outsider compare to hotels that

located at other part of the city.

3.3 PROCESS

Refers to the systems used to assist the organization in delivering the service.

Imagine going into a hotel, from the moment that you arrive at the entrance, you are

greeted; your baggage is taken to your room. You have services from restaurant and

evening entertainment, and take advantage of weekend specials and enjoy a well-

deserved break during vacation. Finally, you end your trip and your baggage is delivered

to you. This is all part of the marketing process in Shangri-la Hotel. Apparently, an

efficient service that fulfills all needs and wants foster consumer loyalty and confidence

in the company.

The process management perspective is very different from functionalistic

management, which permits each function or department to focus on specialization that

requires internal collaboration. Such internal collaboration can easily create sub-values

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instead of total value that customers are looking for in relationship marketing. However,

in the process management approach, the whole operation in the firm is involved,

organized and managed as value-creating processes. Such an approach will break down

distributive activities and boundaries between departments and enable stronger

management relationship.

The Process element of the marketing mix in the Shangri-la Hotels refers to the

methods, procedures, mechanism and flow of activities the company use to achieve all

marketing functions such as new package development, promotion, sales and customer

service. Process decisions radically affect how a service is delivered to customers. The

restructuring of the organization and channel structures described for the product, price,

place and promotion all require new processes. Shangri-La is committed to highly

personalized guest service and hires for attitude and trains for skills. Its acclaimed

training programmed, Shangri-La Care, is divided into four modules and in line with the

group's strategic plan to be an industry leader; all members of staff undergo the modules

within six months of joining the group.

Shangri-la Hotel demonstrates processes involve in delivering the services

provided into six encounters included check-in, room, restaurant, breakfast vacation trip,

the spa and check-out.

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Check-in Encounter

On the first encounter, check-in, your reservation will be served directly at the

receptionist counter or through online. When you have a guaranteed reservation at a

Shangri-La Hotel or Resort and the staffs are unable to accommodate you for any reason,

the staff will arrange accommodation for you at another hotel at their expense. Shangri-

La will provide you with a complimentary long distance phone call transfer you to the

other hotel and provide transportation back to our hotel where we wanted you to be in the

first place.

To ensure that you are always getting the best deal, Shangri-La guarantees that the

room rates on our web site are the lowest publicly available on the Internet. Within 24

hours of making a booking at our lowest room rate on this web site, if you do find a

publicly available room rate on another web site that is lower than your booking,

Shangri-La will honour that lower rate, plus give you a further 10% discount off the

lower rate. To make a claim, all you need to do is to complete Best Rate Guarantee online

claim form. Customer service representative will process your claim and contact you

regarding your claim.

Reservations will be held until 4 pm on day of arrival (local hotel time) unless

guaranteed by a credit card or deposit. Guaranteed reservations cancelled less than 24

hours prior to 4 pm on day of arrival (local hotel time) will be subject to a one-night

charge. For resort hotels, reservations not guaranteed may be released 72 hours before

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arrival. Guaranteed reservations cancelled less than 72 hours prior to arrival will be

subject to a one-night charge, and a full charge of a maximum of three nights in the event

of non-arrival on the day. This guarantee policy may not apply to certain seasonal periods

or group bookings.

The hotel also processed security for reason to take the greatest care to ensure that

your credit card details and other personal information are secured at all times. The

reservations process is handled on a secure server that encrypts your credit card

information so that it is protected against unauthorized use.

Room Encounter

For room encounter, Shangri-La's Family Plan provides children under 12 free

accommodations when staying in the same room with their parents. An extra bed can

also be provided free of charge to children under 12, if required. Should more than one

room be required to accommodate your family? Each room will be charged based on the

number of adult occupants in the room.

Besides, Shangri-la also processed meeting planning. Whether you are planning a

meeting for 15 or an annual convention for 3,000, you can make it a stress-free and

efficient affair with Shangri-La. In the following pages, the staffs help you organize your

event with our online meeting planner, designed to make the entire process effortless.

Stretch your budget by booking our Super Value Dates for your meetings or events at

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participating Shangri-La hotels. From time to time, our hotels processed special rates

offer for groups of 10 or more rooms for meeting enquiries.

Restaurant and Breakfast

At the restaurant and breakfast encounter, there are Children’s Meal Plan are processed.

Children of registered hotel guests under the age of 6 in City Hotels and under the age of

12 in Resorts can enjoy complimentary buffet meals in Coffee Shops and Pool Cafes

when accompanied by a paying adult. For children above 6 and below 12, 50% discount

will be given in City Hotels.

Vacation Trip

In this activity, you can save more time on your vacation planning with Shangri-La

Vacations, where the staffs are handling book rooms, airfare, and car rental at popular

Shangri-La destinations to make your trip planning a breeze. Plus you can add on

exciting trip extras like land-tours, attraction tickets and more to truly customize your

vacation.

At this time, the hotel is only able to provide this vacation planning service to customers

from Germany, the United Kingdom and United States. The hotel is processing cooperate

with their service provider to expand this service to the rest of the world.

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The Spa

Shangri-La Hotels and Resorts had conceptualized CHI as a spa that pursues the virtues

of Chinese philosophy that governs the universal life force of energy within each

individual - that for everything negative there is a positive balance whose energy is

known as 'chi'. The Spa are among the most spacious in the world, offering a "spa within

a spa" concept that provides each guest with their own changing, shower and toilet areas,

in addition to heat treatment, bathing and relaxation spaces. The treatment activities

provided such massage, aroma therapy, and bathe are the good way to free flow of 'chi'

within the body that is essential to maintain good health.

Check-Out

The final check-out encounter is easy and simple part but also important and had the

same wording for the emotional and practical quality factors as for check-in. For the hotel

managers, this is a critical moment that may crucially determine the final outcome of

satisfaction, especially if anything goes wrong. Hence guests just want to check out and

be done with it therefore processing of the correct bill and quick check-out is important.

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3.4 PRODUCT (SERVICES)

The Shangri-la hotel and resort have their own web site at Internet and the customer can

know the type of service provide by the Shangri-la hotel at a short time by visit the

Shangri-la web site (www.shangri-la.com). The Shangri-la hotel offers 3 category of

room for their customer classic, executive and elite. Each category of room have provide

different benefit for the customer like newspaper, frequent flyer mileage bonus, exclusive

offer, welcome amenities choice, personal preference ( features and service) and frequent

flyer mileage per stay.

Since the Shangri-la is a five star rating hotel, Shangri-la hotel are providing

many type of hotel service to satisfy their customer and to build good relationship with

their customer. By build good the good relationship with good relationship can be a way

to get the loyal customer for the Shangri-la hotel and resort. The Shangri-la hotel is

providing their hotel and resort location map on their web site for easy their customer to

identify the hotel location especially the visitor which first time visit there hotel. The

service provides by the Shangri-la hotel and resorts are including air and hotel packages,

golden circle, and CHI spa to their customer.

Beside that, the Shangri-la hotel also providing a lot of facility for convenience

their customer enjoy their holiday from the time their check-in until check-out. The

facilities include room facilities, hotel facilities, dining and entertainment, sport and

leisure and meeting facilities to the Shangri-la hotel customer.

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The rooms facilities provide by the Shangri-la hotel to customer include IDD

Telephone, Air Conditioning, Satellite Television, Mini Bar, Electronic Safe, Iron and

Ironing Boardman, Broadband Internet Access, Tea and Coffee Making Facility.

While the Shangri-la hotel provide hotel facilities like Airport Transfer, Parking

Facilities, Safe Deposit Box, Foreign Exchange, Non-smoking Rooms, 24-hour Room

Service, Laundry & Valet Service, Baby-sitting or Child Care, Facilities for the Disabled,

Dining & Entertainment, Restaurant, Bar/Lounge, Sports & Leisure, Spa, Sauna, Steam

Room, Scuba Diving, Fitness Centre. At the same time, Shangri-la hotel also provide the

meeting facilities like Business Centre and Conferencing for their customer to having

meeting at this hotel.

CHI SPA

Beside that, Shangri-la hotel provide the CHI Spa for satisfy their costumer.

Actually, the Shangri-La Hotels had conceptualized CHI as a spa that pursues the virtues

of Chinese philosophy that governs the universal life force of energy within each

individual that for everything negative there is a positive balance whose energy is known

as 'chi'. The free flow of 'chi' within the body is essential to maintain good health.

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The treatment suites of the Shangri-la CHI, The Spa are among the most spacious

in the world, offering a "spa within a spa" concept that provides each guest with their

own changing, shower and toilet areas, in addition to heat treatment, bathing and

relaxation spaces.

At the same time, The Spa Boutique also offers a very fine selection of aromatic

oils, essential oils, bath salts, soaps, incense, scented candles, natural body care

formulations, spa robes, slippers and accessory items. The Shangri-la hotel also provides

the Yoga studio for their customer beside the CHI Spa facilities. The Yoga studio

provides an extensive range of yoga and meditation classes led by the highly

knowledgeable resident yoga master. The opening hour for the Yoga studio is 10am until

10pm and the customer who interested for the Yoga, they must made appointment at the

CHI booking pavilion which location at the Garden Wing (nearby the lobby).

The Shangri-la hotel also provides service for meeting venues especially for the

customer who plan a meeting, convention or annual dinner. The customer can make it a

stress-free and efficient affair with the Shangri-la hotel. It because the Shangri-la hotel

can help their customer to organize their event with online meeting planner and designed

to make the entire process effortless.

3.5 PRICE

The Shangri-la hotel fixed the price based on the service provide for their customer. The

hotel room change base on the category of the room like classical, executive and elite.

The different change fee for the hotel room because the Shangri-la hotel provide different

facilities for the different category of the room. Since the customer can book their room

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by use on-line this will easy for the customer to know the fee and can make comparison

with other hotel.

During the customer booking their room by Internet, their will asked to choice

the hotel, date of check in and out, number of the room and also the number of adult and

children. While the customer will know the total fee need to pay after fill all the

information like above during book using Internet. For example, the Shangri-la hotel

booking web page will list out the price RM 850 (US$240.90) average nightly rate base

on the information choice by the customer during booking. This price RM 850 is for one

night at Shangri-la Rasa saying Resort and Spa, Penang (one room, one number of adult

and no children). This hotel fee is including the complimentary buffet breakfast and

subject to 10% service charge and 5% government tax.

Beside that, the Shangri-la hotel on-line booking room also provides the currency

converter for their customer. This currency converter is very important especially for the

customer from other country who booking their hotel at Malaysia Shangri-la hotel by

using on-line booking. When the Shangri-la hotel on-line booking provide the currency

converter can easy for the customer to budget. This because the listed rate or packages

are available based on the customer selection criteria. The pricing strategy using by the

Shangri-la hotel is base the concept customized with what the service order by the

customer. As a result, the customer is become more satisfy with the service provide by

the Shangri-la hotel because the hotel follow the order of the customer in the way to

provide the service for them.

The Shangri-la hotel also pricing their price based the festival and promotion.

During the Chinese New Year, the Shangri-la have provide a price list for the customer

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who interest have they holiday at Shangri-la hotel to celebrate they Chinese New Year.

The Shangri-la has promotion for year 2007 Chinese New Year about celebrate the “Year

of the Golden Pig” with Shangri-la. In this promotion, the customer can stay in any of the

23 Shangri-la and Traders hotel in Mainland China and Hong Kong with enjoy up to 60%

discounts on room rates for this Chinese New Year. As take a look for the Shangri-la

Chinese New Year special room rate, the room rate price has the number like eight. The

reason has number like eight for the room rate price because this number means property

in Chinese. While the number like four is not show during the price list, this because the

number four in Chinese means die. As a result, the Shangri-la hotel avoids use number

four especially during the Chinese New Year period. (Refer appendix for price list during

celebrate “Year of Golden Pig” Shangri-la hotel).

3.6 PROMOTION

Shangri-la hotel have a lot of promotion and special offer to attract the customer

attention about the Shangri-la hotel. The Shangri-la hotel have the promotion and special

offer is want to build long term relationship between the Shangri-la hotel and their loyal

customer. The Shangri-la hotel provides the latest group wide or regional special offer for

their customer travel planning. The more offer also view at the Shangri-la hotel home

page beside the special offer web page to easy the customer search the information.

The promotion and special offer by the Shangri-la hotel are include special

festival, weekend special, value rate, value vacation and trader smart dealer.

At the weekend special, the customer can take advantage of this offer by enjoy a

well-deserved break at Shangri-la for spending their weekend. This because whether it’s a

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short or long weekend interlude, the customer can choose from a range of great Shangri-

la destinations to relax in style. Furthermore, the customer also provides a fantastic rate

offer. With this fantastic rate offer the customer indulge without worrying about breaking

the bank.

While for the at the value rate special offer, the customer can experience a whole

range of special privileges with the compliments of Shangri-la beside enjoy saving their

money. The value rate is available for stays of two or more night’s customer. The benefit

provide by the value rate special offer include complimentary breakfast every morning,

free airport limousine transfer when the customer arrive and when depart, unlimited

laundry and dry cleaning, broad and Internet access are available. The other benefit for

their customer in this value rate special offer is IDD call and faxes at the cost and free for

the local calls.

However, the other special offer provide by Shangri-la hotel is value vacations. In

this value vacations the customer can receive a range of exceptional complimentary

privileges. So, the customer can actually end up by paying less for more. But this kind of

value vacations offer is available for who stays of two or more nights at Shangri-la hotel.

At this value vacations special offer, the customer can enjoy a lot of benefit like

complimentary buffet dinner at designated cafes and restaurants, complimentary buffet

breakfast, free buffet meals for children under 12, unlimited laundry; US$ 20 credit for

recreational facilities and free broadband Internet is available.

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4.0 CONCLUSION

In conclusion, the researches on the Shangri-La Hotel have proven us that the services

provided by the company is very satisfying, which everybody including the poor and

luxurious people can use its services. Even though the Hotel or Resort has shown of its

globalization, there are still many things that it has to improve. As explained in the

content, the company needs to improve their services in hand to hand interaction.

Basically, the relations between the customers and customers service which are very

important that may judge the company’s personality. With the capability and achievement

of the hotel, customers are sure to rely on their vacation and business trip place on

Shangri-La Hotel.

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Shangri-La Hotels Marketing Analysis Mohd Rizal Kismath Batcha 2007

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Shangri-La Hotels Marketing Analysis Mohd Rizal Kismath Batcha 2007

LOBBY

DINING HALL

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Shangri-La Hotels Marketing Analysis Mohd Rizal Kismath Batcha 2007

NORMAL AND EXECUTIVE BEDROOMS

HALL OF EVENTS

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