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Corinthia Hotels Case Study

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4. Limitation and recommendation of Corinthia Hotels in Singapore
4.1 Limitation
Corinthia Hotels have no operation experiences in Asia due to their businesses focus in Europe, Africa and The Middle East in the past. The brand awareness is not high as Europe when they expand their business in Singapore. Besides, the hotel industry in Singapore has strong competitiveness which there is lots of competitors. The luxury brand hotels in Singapore are well-known and have already built their brand value among tourists. Tourists would prefer a well-known hotel rather than Corinthia Hotels although they provide the similar services. Brand awareness of Corinthia Hotels is a big issue when they develop in Singapore.

To build up the brand awareness …show more content…

It is suggested that Corinthia Hotels could work with Singapore Airlines which is a popular airline company in the world. It could make some advertisements on the appearance of aeroplanes. It could also provide some travel packages for customers when they travel to Singapore. For example, the customers could get the discounts to stay in Corinthia Hotels when they travel by Singapore Airlines. They could get different discounts according to the level of class. The first class of customers could the highest discounts. Singapore Airlines is a famous airline, customers may stay in Corinthia Hotels as they believe their partnership is good as well as the hotel. In addition, it could work with specific online travel agencies, such as Agoda, Expedia, that customers can get the special discounts through these websites …show more content…

Since these events are high class and many companies want to be the sponsor. It could sponsor some charity events or be the organiser, for instance, inviting famous celebrities to attend these events. If the hotel could sponsor these events, it would increase the awareness and build the good reputation which these events are famous for the public.

In conclusion, sales promotion and sponsor events are the promotion strategies for Corinthia Hotels to make a successful expansion in Singapore. Although the promotion costs of the hotel are high in the beginning, it could generate more money by increasing the brand name in the future. More customers know the Corinthia Hotels, they may prefer to stay in the hotel rather than others as it is worth it. Therefore, it can build the brand image by using different communication

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