GRAND HOTEL MIRAMARE INSTRUCTIONS

BUS8510 The luxury hotel analysis – Project (20%)

Objective: The project aims to analyze a luxury hotel within the hospitality industry. Student groups will complete a written report of the hotel. The written report will be submitted in the Group Project shell by the deadline.

Breakdown of the written Assignment

The group will conduct a business analysis of an assigned international major hotel; the sections of the written business analysis will be as follows:

i. Title page

ii. Table of Contents

1. Introduction (Max. 500 words): Background and brief outline of the analysis

2. Hotel History (Max. 500 words): including founders, dates, ownership…etc.

3. Current Hotel Description (Max 500 words): Is the hotel affiliated with a brand? Who are the current leaders within that brand/organization/hotel, and how have they grown throughout history? Hotel growth?

4. Products and Services (Max 1000 words): Products/services offered? Hotel portfolio, locations, segment, classification, restaurants, loyalty programs? How do products/services fit in with the overall brand image of the hotel?

5. Market Analysis (Max 1000 words): Target market? Demographics? Psychographics? Market statistics that relate to the positive impact of the hotel brand image? Business volume, model, and profile? Seasonality and offers? SWOT analysis?

6. Challenges and Opportunities (500 words): Future advancement and challenges

7. Conclusion (200 words): key takeaways

The word count is expected to be 4000-4500 words – not including the title page and table of contents (Times New Roman, 12 pt. font, double spaced) and will consist of all the categories listed above. The attached rubric will be applied.