The report analyzes the current positioning of Hyatt in the Australian Hospitality Industry. Hyatt is a global company with multiple hotels established in Australia. The hotel is seen to be supported by a moderate microenvironment that does not allow much growth for expansion, but is quite stable. Given this context this research report makes recommendations for a sustained business environment for Hyatt.
Hospitality and tourism marketing is challenged more than normal businesses because in this sector both business strategic objectives and the macro environmental influence such as that of the political effects, policies, natural disasters and more present in the area have to be considered. In addition the very marketability value of the destination is based on location, so marketing strategic objectives have to be very specific to cause (Beirman, 2003). This essay develops a strategic marketing plan for Hyatt Hotels in Australia and critically identifies three marketing strategies that will be suitable for developing Hyatt’s future in Australian Hospitality Industry.
Hyatt Hotels Corporation is a global hospitality based company which is involved in the development, management, licensing and franchising operations of businesses in the hospitality industry. The company as of September 2014 operated and franchised around 500 hotels which include full service and select service hotels. It owns properties in more than 48 countries and some of its varied brands around the world are the
Park Hyatt, Andaz, Grand Hyatt, Hyatt Hotels, Hyatt Regency and more. Its major undertakings are in the United States, Canada, Europe, Australia and South West Asia (Reuters, 2015).