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Radisson Blu Hotels Marketing Strategy

1244 Words5 Pages

Abstract
The business tourism sector is an important facet of tourism as it not only fuels the global market channels; it is a chance for business associates to network with like-minded associates from all corners of the world. A business tourist seeks the comfort of a home away from home that can help him unwind after a long day while on a business. The aim of this paper is to analyze the marketing strategies used by Radisson Blu hotels to attract repeat business tourists to their hotel. The paper employs literature review principles to analyze how aspects such as Maslow’s pyramid, the 4P’s, Porters generic strategies and the Ansoff’s matrix have been applied to the operations of Radisson Blu hotels to meet their business objectives. Using …show more content…

• Analyze the 4P’s (product, price, place and promotion)
• To develop a historical appraisal by evaluating the external environment with the use of PESTEL and identifying service trends.
• To analyze the organizational environment by developing a SWOT Analysis, goal and objectives of the company.
A good example is the Radisson Blu Hotel strategically located in the Yas Island in Abu Dhabi. The hotel is about seven minutes from the Abu Dhabi International airport, fifteen minutes drive from the Abu Dhabi National Exhibition Centre (ADNEC), Zayed Sports City and Diplomatic Area; twenty minutes from the city centre of Abu Dhabi and a forty five minute drive from Dubai. The Hotel has two state of the art restaurants, Filini and Assymetri, the Fast Track Lobby bar and the Shams, pool bar. The hotel has 397 guest rooms including 30 suites elegantly designed to meet the sophisticated needs of esteemed guests. The hotel also boasts of a grand spa that has been touted to be the true declaration of luxury and world-class sophistication. The Radisson Blu Hotel also offers excellent meetings and events facilities within its premises. The 445 square meters Galaxy Ballroom offers banqueting space ideal for holding large gatherings and even weddings. Moreover, the hotel offers outside catering services including a full service staff, an array of dinner and cocktail menus, tables and chairs with center pieces, flower arrangement …show more content…

These strategies are meant to keep the customer’s attention and preserve the relationship. As seen in the example above, the Radisson Blue Hotels cater to the business tourism market segment by offering services such as: accommodation, food and beverage, transportation, as well as events and conference

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