Introduction: Burj Al Arab Hotel
Burj Al Arab Hotel is based in Dubai. It is the tallest hotel in the world comprising of 202 duplex suites and 27 double-height storeys (Jumeirah.com, 2016). In association with world’s largest fleets of Rolls Royce, someone’s transfer to the hotel is well organized by them. The hotel has sourced the best materials from around the globe all for luxury and comfort purpose in conjunction to exclusively handcrafted interiors. Dubai, being the second largest developing city in the world after Shangai, has attracted attention from all over the globe through real estate projects, conferences, and even sports events.
SWOT Analysis
Strengths:
Burj Al Arab Hotel is composed of infrastructure that can only be compared to a sailboat thus this gives their guests a very exceptional experience. Secondly, the hotel’s management receives patronage and support from the Dubai Government. This makes them financially secure hence selling their brand image all over the world (prezi.com, 2016). Moreover, the hotel has a well-trained staff that is geared towards customer satisfaction and quality of service. Furthermore, the hotel is located in an excellent location that is well accessible for their customers to reach making it convenient for them. Finally, the bars and restaurants in the hotel have a different outlook and are very famous for their creative and outstanding interior designs. For example, they have a magnificent oval aquarium that is visible throughout the restaurant.
Weaknesses:
Despite being large and enormous, the hotel has various shortcomings that accompany it. First, the hotel’s management heavily depends on the Government for support. This hinders their levels of self-sustainability. Secondly, their charges are very high which limits them to a small target market. Charging, at least, $2300 per night limits their customer base. Furthermore, the rigid culture and climate of Dubai do not help the hotel to run in a flexible manner. This limits the staff and practices in the hotel to a rigid state. Moreover, Dubai’s economy primarily relies on oil and gas thus the government does not insist more on the tourism and hospitality sector. Lastly, Dubai is only promoted as a tourist destination but is more of a commercial destination that has a significant impact on the hotel (prezi.com, 2016).
Opportunities:
As a country, Dubai is gradually developing as a commercial destination. This will help the hotel attract the business travelers that visit the country. Furthermore, the government of Dubai is pressurizing on building more theme parks and coming up with sporting activities that will help in attracting more international tourists (Morgan, et al., 2014). Moreover, the hotel has experienced a high growth rate and a strong competitive advantage. This will enhance the hotel’s great occupancy rate. Lastly, the strong brand quality and reputation among international travelers and locals will help sell it to many through advertisements and the word of mouth thus making its occupancy rate rise.
Threats:
Being situated in the Middle East, the hotel is subject to terrorist attacks thus threatening the customers from frequently visiting the place. Secondly, commodities in Dubai are highly priced. Thus, visitors evade from visiting Dubai since not many can meet the cost of products there. Furthermore, Dubai has lots of new entrants; the country is developing to be more of a commercial city than an accommodative tourist site. This acts threatening to the tourism sector of the country. Lastly, Dubai is dominated by the Islamic culture; this makes the practices so rigid to stipulated ethics thus discouraging flexibility. This gives other hotels such as Sheraton Jumeirah Beach hotel an advantage thus threatening their customer base (Jumeirah.com, 2016).
References:
Jumeirah.com,. (2016). Retrieved 17 January 2016, from http://www.jumeirah.com/globalassets/global/jumeirah-group/press-centre-1/press-kits/eng---burj-al-arab-factsheet.pdf
Morgan, K. (2014). Bury Al Arab. Marketing Research Report. GRIN Verlag.
prezi.com,. (2016). BURJ AL ARAB. Retrieved 17 January 2016, from https://prezi.com/isbvp3nfscyh/burj-al-arab/
