Executive Summary

The Royale Chulan & Bintang Hotels & Resorts are a Malaysian chain of full service hotels, founded and
owned by Boustead Hotels & Resorts Sdn Bhd a subsidiary of the diversified public listed conglomerate
Boustead Holdings Berhad. The company places marketing emphasis on business travel, but operates one
leisure oriented resort as well.
The concept of the hotel is a modern contemporary concept in which it is a new and unique hotel design
concept. His plans combined individually designed pieces of furniture, most of them made from untreated
wood, with warm, light colors and high quality textiles, and brought from the overseas. The Royale Chulan
& Bintang Hotels & Resorts strive to become a stylish and forward thinking leader of hospitality.
The primary targets continue to be professional visitors to the region from the following industries, where
annual corporate contracts can be entered into:

Travel trade
IT industry
Automotive

A competitive advantage exists when a hotel has a significant edge over the competition. Usually, this
means the hotel can do something competitors can't do nor has something competitors lack. While it is
extremely difficult to sustain a competitive advantage, hotels, work to create advantages through the
development of resources and capabilities. Better resources and capabilities lead to higher levels of
success. However, not all resources and capabilities are equal in their ability to help a hotel achieve
sustainable performance.
For this hotel, their competitive advantages to be achieved in the future are;
To keep the interest of our shareholders as our highest priority
To strive, to constantly maximize shareholders value
To be steadfast in believing that our employees are our most valuable assets
To acknowledge the importance of our clients and customers by providing them with
the highest quality of products and services
To continue the systematic and strategic development of our human resources
towards retaining our competitive edge
To enhance our position in the global market while being proudly a Malaysian entity
To constantly develop organizational policies and corporate systems catered to
changing business environments
To continuously improve ourselves in the areas of customer satisfaction via enhanced
human resources development strategies, efficient management of resources as well
as a strong and positive corporate culture
To hold firm to a balanced management style of being prudent while continuously
seizing business opportunities that enhance shareholders' value
To maintain a corporate governance culture that advocates best practices in business
To embrace diversity and entrepreneurship in doing business

1.0 Introduction
I. History
The Royale Bintang Hotel is managed by Boustead Hotels & Resorts Sdn Bhd registration
number 147089-A and has secured a strong footing in the local hospitality industry, beginning
its venture with the launch of the flagship property The Royale Bintang Kuala Lumpur. Since
then, the company has strengthened its portfolio to build and grow further in the brand of True
Malaysian Hospitality with the addition of five other hotels, namely the 5-star properties The
Royale Chulan Kuala Lumpur and The Royale Chulan Damansara. Therefore, as of the year
2015 there are now six Royale Bintang branded hotels in Malaysia with two exciting new
property pending operations by year end-2015 and 2016.
The Royale Bintang Hotel is a Malaysian chain of full-service hotels, founded and owned by
Boustead Hotels & Resorts Sdn Bhd, which is a subsidiary of the diversified public listed
conglomerate Boustead Holdings Berhad. The company places marketing emphasis on
business travel, but operates one leisure-oriented resort as well.
The Royale Bintang Kuala Lumpur, Malaysia In the heart of Kuala Lumpurs Golden Triangle is
The Royale Bintang. The location is within a short walking distance of the monorail stations
and major shopping centers including Sg. Wang Plaza, Times Square, Lot 10, Starhill Gallery,
Pavilion and the entertainment hub along the famous Bintang Walk.
With a choice of Superior or Deluxe rooms, Executive Suites and The Royale Suite, each guest
room has individually controlled air conditioning, telephone with voicemail, hairdryer, remote
controlled TV with BBC cable services, coffee and tea making facilities, personal safe as well
as broadband internet access to our Club floors.
The hotels Executive Floors consist of the Royale Club rooms, Deluxe Club rooms, Executive
Suites and Royale Suite. Privileges include continental breakfast, evening refreshments and
all-day coffee and tea served at The Royale Club Lounge.

II.

Vision and Mission

To become a stylish and forward thinking leader of hospitality. From gala events to banquets to
business meetings to the romantic days to remember, the group strongly holds to its tagline We Are Where You Want Us To Be.

III.

Road map

IV.

Organizational chart
Board of Directors

YBhg Tan Sri Dato Seri Lodin Wok Kamaruddin

YBhg Dato' Ghazali Mohd Ali

Ms. Cheah Swee Choo

Chairman
YBhg Dato' Baharuddin bin Musa

V.

The Hospitality Establishment Distinctive Competence

As the hotel is located in main city of Kuala Lumpur, it is easier for guests to reach the hotel
whether the guest of this country or another country. The location itself can attract more
customer because of the view of Kuala Lumpur can be seen from the room that the guest
stayed.
The skills that the employers have in this hotel such as greeting, room service, cooking and
other skills can increase the number of guest that visits the hotel. They have their own skills
and expertise to ensure their work going well.
To maintain distinctive competence, a program to maintain overall edge should be undertaken
to make sure the operation of hotel will effective and efficient and can maximize customer
satisfaction. Development of these keys capabilities has strategic importance for any hotel, as
they offer the following benefits:

Increase organizational effectiveness

Increase market share

Innovate faster and reduce cycle time

Improve customer retention

2.0 Product, Services and Recreational Facilities Offered

I.

Product and Package offered

Rooms
Superior rooms
Deluxe rooms
The hotel boasts a total of 162 tastefully decorated Deluxe rooms, calibrated to guests
personal comfort, exuding homely warmth and friendliness.
Deluxe Club
Executive suite
For the discerning guests, there are 17 units of Executive Suites, consisting of a private
resting room with a separate living hall. They are ideal for accommodating corporate
traveler or small families.
Putra executive suite
With a spacious apartment concept, luxurious furnishing in the living and dining roomswell-equipped kitchenette, 2 bathrooms, Jacuzzi bath and a king size bed, the Putra
Executive Suite is the ideal choice for the family (with ample space to place an additional
bed for that extra guest)
Caf Royal and Bar
The relaxing atmosphere here is the right place to unwind and provides the ideal setting for our
daily happy hours and wine appreciation nights. Light snacks are also available. Enjoy the latest
ESPN sport and Live entertainment every night except Sundays. A perfect venue to unwind and
kick back with friends and colleague, our vibrant and exciting hotspot offers live music every night,
as well as attractive deals on selected food and beverage.
Sunflowers Brasserie
At Sunflowers Brasserie you will discover a delightful selection of local favorites and an exciting
international buffet spread prepared solely to whet your appetite. Our Sunflowers Brasserie is most
popular amongst shoppers, particularly our weekend hi-tea, where family and friends can enjoy the
lavish spread at a leisurely pace.

Business Center
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The Royale Bintangs Business Centre is conveniently located on Level 2 and offers travelling
business executives all the facilities of their office away from the office. The Royale Bintang hotel is
providing the facilities and services such as personal computer, secretarial service, and courier
service.
Meeting and Conference center
The Hotels ranges of services are further complemented by its excellent business facilities. These
include a well - equipped business Centre, Grand Royale Ballroom and 3 multi - functional venues,
perfect for hosting meetings, conferences and parties. An experienced banquet team and the latest
audio visual equipment combine to make The Royale Bintang the prefect choice for all your
important conferences or function facilities for Business Conference such as wireless broadband
internet access, backdrop, and an LCD projector.
Wedding
The quest for the most beautiful day in your life begins at The Royale Bintang Kuala Lumpur. The
professional wedding consultants will take care of everything to ensure the guests wedding be the
perfect day both of the bride and groom have been dreaming about. From the choice of the menu
to the last, detail of the wedding theme, the hotel will add that extra touch to make the wedding
simply beautiful and memorable.
Wedding Packages that provided by The Royale Bintang Hotel is The Emperor
Wedding package, The Tajmahal Wedding package, and The Royale Wedding
Package. Other than that, they also give the free package, which is 1st Year Anniversary
Complimentary 1 (one) night with breakfast for 2 persons at The Royale Bintang Kuala Lumpur or
The Royale Bintang Resort & Spa Seremban.

II.

Recreational facilities offered

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Swimming Pool
It is important for any hotels to provide a swimming pool for their customers. Weary guests can
rejuvenate themselves at the hotels magnificent landscaped swimming pool, an oasis in the heart
of the city. The swimming pool is located on level 3. The operating hours for the swimming pool is
7.00 am - 7.00 pm daily.
Fitness Centre
For the health and fitness enthusiasts or simply in need of a good workout, The Royale Bintang
hotel provided fitness center, which boasts the latest fitness equipment overlooking a magnificent
landscaped outdoor swimming pool and Jacuzzi. The gym is located on level 3 and the operating
hour is 7.00 am 9.00 pm.
Spa
The Royale Bintang Hotel is providing Spa which is RimBa SPA, which enclosed guest in a lush
natural tropical setting with an array of facilities including a splendid outdoor pavilion garden and
VIP treatment rooms. For guests privacy, each treatment room consists of individual steam bath,
private Jacuzzi and shower area. For a totally relaxing and healthy spa experience, guests were
welcomed to the spa at level 3 and the operating hour is 11.00 am - 12.00 midnight daily.

III.

Programs and activities offered

As the hotel that is located in an urban area, The Royale Bintang will update any events and
activities to attract more customers. As an example, the hotel will doing promotion during
Halloween and New Year to attract tourist that comes from another country to celebrate the
festivals.

IV.

Loyalty card offered

There was no loyalty card offered by the hotel, but Boustead Hotels & Resorts Sdn Bhd recently
launched its Royale Star Platinum, an elite recognition and rewards program designed for the
executive travelers. Besides having the privilege to stay in any hotel they wish to, members are
also entitled to discounts on F&B outlets and spa treatments at all properties, complimentary
pressing and a host of other benefits of the respective hotels. Priority seats and tables will be
allocated whenever possible if a member makes a restaurant reservation. Advance invitations to
events and constant updates on special dining promotions are some of the other privileges one can
enjoy upon signing up.

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3.0 Target Customers

Leisure Travelers
Leisure travelers are usually the ones who travel exclusively for vacation. They are usually people who
want to rest, to escape from their daily routine, to enjoy their time off and have fun. This type is usually
intrigued from the hotels main features, meaning the room, the views, the facilities and all services related
to entertainment. In addition, leisure travelers tend to spend more as they are making the trip in order to
have fun and make the most out of it. The location of The Royale Bintang is very suitable for people that
want to have fun because it locates near with mall and other entertainment such as theme park at Berjaya
Times Square. Other than that, The Royale Bintang provide the comfort of the room, the great views, the
recreational activities and wellness treatments available in the premises, the relaxing environment and so
on.
Business Travelers
Business travelers are the ones who travel for work. Their trips are usually shorter and they are mostly
looking for convenience. The purpose of their trip is not to spend time at your hotel, as with the previous
type, but to have a place to rest and work after doing their business elsewhere. They are paying enough
attention to locations as they are usually looking for more centralized ones, they are demanding high speed
Internet access, they are more likely to prefer hotels with business centers or enough work space in their
rooms and they will probably be interested in laundry services as well. The Royale Bintang hotel provides
all the facilities that business travelers need so that they can attract more business travelers.

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4.0 Issues and Challenge of the Hospitality Establishment

Human Resource Challenge
Many businesses in the hospitality industry, both small and large have difficulty in understanding their
human resource and employers behavior. For this hotel, they faced a variety of employer behavior and it is
challenging to handle the problem in employer behavior in working. For example, some employer has been
misusing the facility in the hotel for personal gain, theft of inventory such as quality wine, food, and
equipment.
Customer Expectation
In any industry, it is not easy to satisfy all the customer needs, especially in the hospitality industry because
in this industry, service is the most important thing in making satisfaction of guests. For example,
sometimes guest that visit to the hotel is not satisfied with the food and the room service.
Economic challenge
Changing in economic has given effect to the industry. In economic condition right now, it is harder to attract
local people to visit the hotel. It is also affecting the cost of operation because of economic downturn in this
country.

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5.0 Recommendation to Improvise the Operation in the Hospitality Establishment

The Royale Bintang, Kuala Lumpur hotel should have an employee performance management system that
can ensure that every employee works in a manner which is aligned with organizational goals and which
ensures that the employee reaches his or her maximum potential on the job. Employee performance
management systems must take into, such as recruitment of workers as only workers with the right
attitudes and abilities can perform well. Besides that, The Royale Bintang, Kuala Lumpur hotel also can
provide training, which ensures employees have the skills and knowledge they need to do a good job. In
other hand, The Royale Bintang, Kuala Lumpur hotel also can have reward systems which encourage
workers to continue to perform well, month after month, year after year. Managing the performance of
individual employees is the job of managers and supervisors. Every manager is responsible to manage the
performance of their subordinates. However, it is the responsibility of the human resource department in
The Royale Bintang, Kuala Lumpur hotel has to design the system which will achieve this goal.

In addition, The Royale Bintang, Kuala Lumpur hotel can develop a multi-skilled workforce to solve
customer expectations problem. In spite of the hi-tech automation, The Royale Bintang, Kuala Lumpur
hotel can continue to be labor intensive, making skilled for their employees a valuable asset. Contact
centers face the challenge of building and retaining a skilled workforce capable of dealing with multifarious
customer service requirements. Continuous training and adoption of Workforce Management practices can
help in providing a seamless experience to the customers across all touch-points and predict staffing needs
to meet fluctuating demand and managing seasonal volumes. The Royale Bintang, Kuala Lumpur hotel can
exceed expectations without raising them in the future is to position unusual service as unique rather than
the standard. Emphasizing that because of special circumstances or a special situation, the service will be
altered from the norm. For example, in hotel restaurant may offer customers a free dessert by claiming that
the chef is trying out some new recipes or creations.

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Furthermore, due to economic keep changing in Malaysia. The Royale Bintang, Kuala Lumpur hotel sale
was decreasing. The Royale Bintang, Kuala Lumpur hotel can expand its market to international such
customers who are come from china, Thailand and other countries to increase its profit. For example, The
Royale Bintang, Kuala Lumpur hotel can provide the weekend package or vacation package including tours
and accommodation to the leisure travelers. The Royale Bintang, Kuala Lumpur hotel needs to run the
operation conservatively in order to show a profit. The management strategies that targeted, cost control
sometimes may harm the hotel service standard. The Royale Bintang, Kuala Lumpur hotel should adopt the
strategy that can benefit both the customer and cost control. For example, The Royale Bintang Kuala
Lumpur hotel can upgrade the customers regular rooms to higher level suites without additional charge
when there are sufficient empty suites to attract more customers.
There are promotions that the hotel offered to attract more customers to visit their hotel:

Promotion for gala dinner, from RM100 per person.

Promotion for rate value package
Promotion for weekend buffet

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Conclusion
The Royale Bintang, Kuala Lumpur is a fabulous hotel with variety of services. The hotel that have
established a reputation for excellence and are acknowledged for offering quality and value. This hotel
combine state of the art facilities with dependable service in a caring environment, presenting the ideal
choice for business and leisure travellers. The services of this hotel will give such a great and unforgettable
experiences. In short, this The Royale Bintang, Kuala Lumpur Hotel has a bright future as it is a rising hotel
services. As long as there are needs a good services and make comfortable, The Royale Bintang, Kuala
Lumpur Hotel will be the best hotel that provide variety of services. This will be high in demand and as long
as customers want to remake their day.

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Appendix

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