Revamping the Heden Golf Hotel in the post-coronavirus era
Date
2021-05
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Abstract
Heden Golf Hotel is amongst the list of luxury hotels in Abidjan, the capital of Côte d’Ivoire, that host many business leaders from all over the World. It has been the place for many seminars and business conferences that took place in Cote d’Ivoire. Located in one of the beautiful areas of Cote d’Ivoire, Riviera Beverly Hills, Heden Golf Hotel is one of the best hotels in the business segment. However, since its opening in 1976, the hotel has never proceeded to a renovation program. After almost four decades of operation, the hotel needs to upgrade its services and facilities as many other new entrants offer modern equipment in their premises. As at now, Heden Golf Hotel needs a modernization that will come through a series of rebranding. With the pandemic, the hotel has lost the majority of its clients and now face financial challenges. In the aftermath of the pandemic, the hotel management realized that it needed to reevaluate its operations as travelers are less enthusiastic when it comes to stay in hotels. In its efforts to make the hotel experience safe for its guests, the hotel has taken certain actions related to operations management by implementing health and safety measures, but this does not seem enough to attract the clientele they are used to. Indeed, to increase their competitive advantage in the post-covid 19 era, Heden Golf Hotel is looking for a unique service identity that could be superior to competitors, thus needs to consider rebranding strategies. The purpose of this project, therefore, is to contribute to the fulfilment of the hotel’s goals by developing a new brand identity and formulating an implementation plan aimed at dissociating the hotel from its old image. This plan will focus on well-thought-out policy for handling the eradication of an aging brand name and suggest a new service delivery for the front desk staff, guest relations management, implement the rooms’ renovation process and external marketing communications while ensuring that the customer’s expectations will be met and exceeded.
Description
Applied project submitted to the Department of Business Administration, Ashesi University, in partial fulfillment of Bachelor of Science degree in Business Administration, May 2021
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Applied project
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Keywords
hospitality industry, rebranding