Forte Hotels PLC.

- An Analysis

Brief Overview

• Founded by Charles Forte• World’s leading hotel operators

and catering companies• Turn over of $2662m• Market Leader in UK • Third Largest in Europe• World’s top hotel operator

Current Issues

• In UK, brand loyalty is less as consumers first choose the destination and then comes the choice of hotel

• Personal nature of the product.• Highly prone to outside influences • IRA terrorist activity in London• Gulf war • Economic recession in 1990

Market Segments

• The hotel industry orients its acitivities around 4 broad market segments – – Domestic business travelers– International business

travelers– British domestic tourists– International leisure

travelers

Product Offering Analysis for Forte, according to

market segments…

International business travelers

• Expectations from the hotel • In room amenities – mini bars,air In room amenities – mini bars,air

conditioning,satellite TVconditioning,satellite TV• Extensive business facilities- Extensive business facilities-

secretarial,telecommunications,audio-visual aidssecretarial,telecommunications,audio-visual aids• Extensive leisure facilities – Extensive leisure facilities –

sauna,gymnasium,swimming poolsauna,gymnasium,swimming pool

• Product offering : Forte Crest• Product Attributes:

– high quality,modern,– Personal recognition and services– Situated in major cities throughout in

Europe

Domestic business travelers

• Expectations from the hotel • Amenities in the bedroom and restaurant• Bar facilities,sports recreational facility for longer

stay• Business support services – fax and

computing,secretarial provision for meetings and seminars

• Suggested Product offering: • Forte Posthouse improvements• Product Attributes:

• Accessible• Straightforward • Modern Competitive pricing

British domestic tourists

• Expectations from the hotel :– Weekend bonus facilities (bargain

breakers)– Value for money– Comfortable bedrooms– Adequate catering services

• Suggested product offering – in the lines of Forte posthouse

• Product Attributes– Weekend benefits– Sports and recreational

International Leisure Travelers

• Expected product offering:• Centrally based hotel, close to theatres, shopping

areas and tourist attractions• Comfort with good amenities, room service and

snack facility – depending on their income levels, willingness to spend money

• Focus on touring in the literal sense, i.e. sightseeing, exploring the new place, eateries, etc.

• Product Offering: Forte Crest• Product Attributes

• High quality, modern• Personal recognition and services• Situated in major cities and city centers throughout

in Europe

Customized Offerings, for Occasion of Purchase…• Forte hotels Xmas & New

Year: – Special deals for Festivals, attracting

thousands of tourists to these customized packaged services

• Forte Showcase: – new innovative hotel services –

tickets with accommodation for sports,theatres and events

Rival Approaches

• Holiday Inn• Uniform product concept and branding

for all its 5000 hotels worldwide and caters several segments of the market.

– Sub brands– Holiday Inn Crown Plaza– Holiday Inn Garden Court– Holiday Inn Express

• Hilton• Offers 5 star, 4 star and 3 star services to

the customers respectively.• They have a varied portfolio of Properties• Operated one of the UK’s major retail

chains with the same brand name• Sub Brands:

– Hilton National – Associate hotel

• Copthorne– 12 hotels in britain, france and belgium– Uniform marketing aaproach– High quality service levels maintained

consistently across the chain

• Queens Moat houses– They have 180 hotels spread across different

countries.– Expanding under the Moat house brand– Range of product and service offering is

quite diverse within UK, however, branding is not uniform nor are its products and services.

Thank you.

• Abhay Mehta• Karandeep• Krittika• Mansi• Madhuri• Lakshmi