Royal Case Study.pdf - Royal Case Study RIGHT CLICK YOUR MOUSE FOR PAGE UP THE ROYAL CHAO PHRAYA HOTEL THE HOTEL CHALLENGES ORG CHART MANAGEMENT STAFF

Royal Case Study.pdf - Royal Case Study RIGHT CLICK YOUR...

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Royal Case Study Copyright © 2010, ITpreneurs Nederland B.V. All rights reserved. 1 THE ROYAL CHAO PHRAYA HOTEL THE HOTEL CHALLENGES ORG. CHART MANAGEMENT & STAFF Disclaimer: Any resemblance to real persons, living or dead, is purely coincidental. + _ RIGHT CLICK YOUR MOUSE FOR PAGE UP. LEFT CLICK YOUR MOUSE FOR PAGE DOWN.
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Royal Case Study Copyright © 2010, ITpreneurs Nederland B.V. All rights reserved. 2 THE ROYAL CHAO PHRAYA HOTEL The Royal Chao Phraya Hotel (nicknamed the Royal) is a city hotel situated on the banks of the Chao Phraya river in Bangkok. Built in 1983 by the Chinese-Thai businessman, Teck-Wee Lim (Harry Lim to his friends), its 32 floors have been a fixture on the city skyline for almost 25 years. The Royal is modeled after its neighbor, the historic Oriental Hotel. Its dominance on the five-star hotel market is increasingly challenged by many newcomers, such as the Peninsular (1998) and the Royal Orchid Sheraton (remodeled in 2001), some with the backing of multinational brands. As the competition has grown over the past 10 years, it is becoming more difficult to achieve the occupancy rate that the hotel is used to while maintaining its target room rates, which vary from $145 to $445. Despite the newfound rivalry, the Royal is well appreciated by its guests, many of whom are repeat business customers. As a rule of thumb, from May through October, the guests are mostly business visitors while November through April and most weekends tend to be dominated by tourists. The Royal has always had a considerable advantage over other five-star hotels through its connection with the Saphan Taksin Conference Center. This is because the Revenue per Available Room (RevPar) from conference attendees is, on an average, 30-50% higher than that from regular hotel guests. This is especially true when conferences are organized for medical, legal, insurance, or IT professionals, who spend up to three times the amount a regular hotel guest does on lodging and ancillary services. As a city hotel, the Royal depends on good access to public transport. It is less than 100 yards from Bangkok’s upscale sky train service (BTS), which allows guests to reach the most attractive parts of the city comfortably, quickly, and safely. It also has its own boat service offering guests river tours as well as trips to more exotic parts of the city, such as the floating market. + _ RIGHT CLICK YOUR MOUSE FOR PAGE UP. LEFT CLICK YOUR MOUSE FOR PAGE DOWN.
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Royal Case Study Copyright © 2010, ITpreneurs Nederland B.V. All rights reserved. 3 FACILITIES Rating: Business center, restaurants, bar, fitness center with sauna and spa, and outdoor pool Signature restaurant Heavenly 33 Lobby bar Sugar Reef Gentlemen’s smoking club Harry’s Four restaurants Leased to outside companies FACTSHEET Rooms 340 Standard 130 Sky View 80 Sky Executive 130 The average guest stays 3.5 days at the hotel.
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