LIST OF PICTURESImage 1 Logo of Lotte Hotel Saigon...9Image 2 Lotte Hotel Saigon'''' organizational chart...15Image 3 Logo of Hotel Nikko Saigon...20Image 4 Hotel Nikko Saigon'''' organization
GENERAL INTRODUCTION OF HOTEL A AND B
OVERVIEW OF LOTTE HOTEL SAIGON
1.1.1 History of establishment and development
Lotte Hotels & Resorts, a subsidiary of Lotte Corporation, is renowned for its portfolio of luxury hotels and resorts worldwide The company's inception can be traced back to 1973, when Lotte acquired the Lotte Hotel Seoul from the sibling of Lotte Group's founder, Shin Kyuk-ho.
Image 1 Logo of Lotte Hotel Saigon LOTTE HOTELS & RESORTS BRANDS:
SIGNIEL establishes a brand-new level of luxury while serving as a premier landmark hotel SIGNIEL is unlike any other hotel because of its magnificent design and opulent environment, which gives its visitors a delightful experience.
Higher Level of Service Paradigm:
SIGNIEL aspires to be a destination that guests would like to visit at least once in their lifetime SIGNIEL cultivates an amazing experience in a beautifully constructed space against gorgeous landscape by enhancing every moment with sincere services With its sincere attitude, SIGNIEL offers visitors a memory that will stay with them for a very long time.
Relaxing Lounge for All In-house Guests
LOTTE HOTELS is renowned for delivering exceptional service at its flagship hotels in prime global destinations Guests can expect a restful experience, as the hotels offer comprehensive and reliable amenities and services, catering to the needs of discerning travelers seeking tranquility and comfort.
The essential key to authentic connection:
Each LOTTE HOTELS is linked to the essence of the place They link visitors to authentic experiences in the area, and there is a strong bond between the LOTTE brand and their loyal visitors.
Fine dining establishments with delicious food
Recognition service in a truly authentic way
L7 HOTELS encapsulates the distinctive characteristics of places with bold design and liberates the thrill of traveling via imaginative settings brimming with cultural encounters and inspirations.
Explore the creativity and originality offered by L7 HOTELS through a vibrant collection of artworks Visitors can enjoy a leisurely idle or be inspired to venture with the help of the stylish interior and friendly service.
Inspiring Spaces: Interior and design
12 conferences, weddings, and other special occasions. conferences, weddings, and other special occasions.
Sustainability Lotte Hotel Saigon is committed to sustainability and has implemented various initiatives to reduce its environmental impact.
Green Lotus Certification and has implemented programs for waste management, energy-saving technologies, and sustainable food sourcing.
The hotel also supports local charities and community projects, demonstrating its commitment to social responsibility.
Nikko Saigon Hotel is committed to sustainability and has implemented various initiatives to reduce its environmental impact. The hotel has received Earth Check's Silver Certification and has implemented water and energy saving programs, waste management programs, and eliminating single-use plastic items The hotel also supports local charities and community projects, demonstrating its commitment to social responsibility.
The hotel offers a variety of dining options, including
Italian and Vietnamese cuisine, as well as international options Guests can enjoy fine dining experiences or casual meals at the hotel's restaurants and cafes.
The hotel offers a variety of dining options, including Chinese, Japanese, and Vietnamese cuisine, as well as international options. Guests can enjoy a fine dining experience at the hotel's restaurants and cafes.
=> Lotte Hotel Saigon is its combination of convenient location, luxurious facilities, diverse dining options, and established brand recognition, providing guests with a high-end experience in the heart of Ho Chi Minh City.
=> Nikko Hotel Saigon is its blend of traditional Japanese hospitality, modern luxury amenities, tranquil location, and commitment to sustainability, providing guests with a peaceful and unforgettable experience.
3 IDENTIFY THE TARGET MARKET AND TARGET CUSTOMER PERSONA OF HOTELS A & B.
3.1 GENERAL OVERVIEW OF THE TARGET CUSTOMER MARKET
Hotel guests are consumers of hotel products who are not limited by the purpose, the time and space of consumption And customers are the most important market segment of the hotel.
For each hotel, the target customer market is the object the hotel needs to target There are many criteria to segment target customers such as: age, gender, occupation, hobbies, travel motivation, education level, religion
Each market segment has different needs and requirements for service quality in the hotel when staying Research on target customers shows:
+ The higher the level of education, the more likely to travel.
+ People's living standards increase, the demand for travel also increases.
This has created a big change in the ratio between basic services and additional services Thereby, it shows that the more experience people have, the more stringent the requirements for product quality and service quality are.
3.2 THE TARGET MARKET AND TARGET CUSTOMER PERSONA OF HOTELS LOTTE HOTEL SAIGON
The target market of hotels Lotte Hotel Saigon
Based on available information, Lotte Saigon hotel's target market can be described in the following ways:
Lotte Saigon hotel's primary target market includes domestic customers from different regions of Vietnam, as well as international customers from various countries worldwide
Most international customers are from countries like Korea, Japan, and China etc The common feature of this international tourist market is that the demand for accommodation services is quite high Since most of them are businessmen, traders, or tourists with significant incomes and purchasing power, quality is very important.
Domestic customers to the hotel come from the nation's regions and cities, including Hanoi, Da Nang, Nha Trang etc Mainly business travelers and individuals with high incomes They demand lodging services so they may rest after visiting, fulfilling, or working with high- quality standards.
Age: Lotte Saigon hotel targets a diverse range of customers, but preeminent age over 30 due to their social rank and strong financial position
Gender: According to recent statistics, in 2021, over 466 thousand of departing South Korean tourists were male Approximately 337.2 thousand were female The percentage of female Korean tourists traveling abroad is lower than males Lotte Hotel Saigon has customers mainly from Korea and accounts for the majority of the hotel's customers Therefore, it is expected that Lotte Hotel Saigon has a higher number of male guests than female guests.
ANALYZE AND COMPARE THE MARKET OF HOTELS A & B
COMPARE THE MARKET OF HOTEL A & B
=> Nikko Hotel Saigon is its blend of traditional Japanese hospitality, modern luxury amenities, tranquil location, and commitment to sustainability,providing guests with a peaceful and unforgettable experience.
IDENTIFY THE TARGET MARKET AND TARGET
GENERAL OVERVIEW OF THE TARGET CUSTOMER MARKET
Hotel guests are consumers of hotel products who are not limited by the purpose, the time and space of consumption And customers are the most important market segment of the hotel.
For each hotel, the target customer market is the object the hotel needs to target There are many criteria to segment target customers such as: age, gender, occupation, hobbies, travel motivation, education level, religion
Each market segment has different needs and requirements for service quality in the hotel when staying Research on target customers shows:
+ The higher the level of education, the more likely to travel.
+ People's living standards increase, the demand for travel also increases.
This has created a big change in the ratio between basic services and additional services Thereby, it shows that the more experience people have, the more stringent the requirements for product quality and service quality are.
THE TARGET MARKET AND TARGET CUSTOMER
The target market of hotels Lotte Hotel Saigon
Based on available information, Lotte Saigon hotel's target market can be described in the following ways:
Lotte Saigon hotel's primary target market includes domestic customers from different regions of Vietnam, as well as international customers from various countries worldwide
International tourists, particularly from countries like Korea, Japan, and China, constitute a significant market for accommodation services Their high incomes and purchasing power drive their demand for high-quality hotel experiences As business travelers, traders, and tourists, these international visitors seek comfortable and reliable lodging options that meet their expectations and enhance their overall travel experience.
Domestic customers to the hotel come from the nation's regions and cities, including Hanoi, Da Nang, Nha Trang etc Mainly business travelers and individuals with high incomes They demand lodging services so they may rest after visiting, fulfilling, or working with high- quality standards.
Age: Lotte Saigon hotel targets a diverse range of customers, but preeminent age over 30 due to their social rank and strong financial position
Gender: According to recent statistics, in 2021, over 466 thousand of departing South Korean tourists were male Approximately 337.2 thousand were female The percentage of female Korean tourists traveling abroad is lower than males Lotte Hotel Saigon has customers mainly from Korea and accounts for the majority of the hotel's customers Therefore, it is expected that Lotte Hotel Saigon has a higher number of male guests than female guests.
The Lotte Hotel Saigon primarily targets individuals with substantial financial means, specifically those with incomes exceeding $4,256 This aligns with the average expenditure of Korean travelers abroad, which falls within the range of $1,000 to $2,000 per individual.
Qualification: It is worth noting that South Korea has a high education attainment rate, with over 70% of the population having completed some form of tertiary education This means that it is likely that a significant portion of Korean tourists traveling abroad have university or college degrees Lotte Hotel Saigon has many Korean guests, so most of its guests have university or college degrees Additionally, many guests come to the hotel for educational purposes, such as attending conferences or workshops.
Purpose: According to a survey in 2016, the main purpose of traveling abroad for Koreans is leisure time / vacation and business / professional activity The most popular activities are enjoying the natural landscape with 69.9%, relaxation / recreation with 69.2% and gourmet tours with 54.6%.
Benefits Sought: o Leisure travelers: the hotel location is close to the city's attractions, there are 6 restaurants and bars with different styles such as Chinese, Japanese, Italian and other modern amenities. o Business travelers: organize meetings, conferences, seminars, because the hotel has 4 modern conference rooms of high quality and international standards with diverse areas In addition, the hotel also provides office services for guests who need to use a PC to check their personal schedule, in addition, there are other services such as fax machines, printers, or e mails
The target customer persona of hotels Lotte Hotel Saigon
Name: Lee Sang Woo and Kim So Yeon
Sang Woo and So Yeon are a married couple in their mid-40s Sang Woo works as a marketing manager at a tech company So Yeon is an Investment Banker in a state-owned bank The couple has a teenage child Sang Woo and So Yeon enjoy taking family vacations once a year to bond and create lasting memories with their child
Income: High Household Income, the total income of both is about 12,5 million KRW (approximately 9.395,88 USD)
Education: Both have university degree
Personality: Family-oriented, adventurous, and social
Interests/Hobbies: Travel, outdoor activities, family activities, trying new restaurants
Values: Family, experiencing new things, creating lasting memories
Takes one vacation per year with their family.
Prefers a mix of adventure and relaxation in their itinerary.
Enjoys staying in family-friendly accommodations.
Regularly travel for work and travel abroad
Some culture shock or language barriers in Vietnam
Difficulty finding accommodations that can accommodate their family size and preferences
Limited activities or dining options for families
Negative experiences with previous accommodations such as unclean rooms or poor customer service
Bonding and making memories as a family
Experiencing new destinations and cultures
Having a mix of adventure and relaxation during their vacation
THE TARGET MARKET AND TARGET CUSTOMER
The target market of hotels Nikko Hotel Saigon
Nikko Hotel Saigon caters specifically to upscale business and leisure travelers seeking an unparalleled experience This discerning clientele demands the epitome of luxury, seamless convenience, and tailored services They anticipate exceptional amenities and an ambiance that fosters comfort and satisfaction.
Age: Since Japan has the oldest population in the world with 29% of people over 65 (according to 2021 data), it can be inferred that guests to Nikko Hotel Saigon are likely to be 25 years old or older.
Gender: In general, men travel abroad more than women Out of 17.5 million Japanese tourists traveling abroad in 2006, men made 9.9 million trips, women 7.6 million trips, respectively 56.5% and 43.2% of the total number of trips go abroad.
In recent years, Vietnam has gained popularity among Japanese travelers, attracting four distinct market segments Female office workers seek relaxation and cultural experiences Retirement guests embrace the opportunity for extended stays and leisurely exploration Young travelers, including students, find adventure and affordable accommodations This diverse tourist base reflects Vietnam's appeal to various Japanese demographics.
Income: Average annual salary in Japan According to 2021 data from the Japanese Ministry of Health, Labor & Welfare, the average salary of unskilled workers in Japan by year is about 456,400,000 yen (456.4 thousand yen = 797.444.853,45 VND) in 2021.
Purposes: According to tourism consumption characteristics of electronic tourism articles, Japanese people went abroad for tourism purposes, accounting for 67.1%, business purposes 14.6% and visiting relatives or friends 5.9% When going abroad, the number of people traveling with family/relatives’ accounts for the highest proportion of 23.7%; followed by accompanying spouse 22.7%; with friends or acquaintances 21.5%; go alone 16.3%; with colleagues 12.6% Japanese tourists like to visit natural attractions and natural landscapes the most with 65.9%, followed by shopping 65.6%, food 51.8% Some other tourist activities abroad that are also loved by many Japanese tourists are visiting historical and cultural sites, relaxing, and visiting museums.
According to the Japanese tourist market research report (2021) Japanese tourism experts in Vietnam said that Japanese tourists to Vietnam are usually women, aged between 40 and 70 years old Most visitors are from Tokyo, and a few smaller groups are from Osaka and Nagoya Older Japanese tourists (both male and female), who have money and time to spend on travel, are the most important segment for tourism in Vietnam The Japanese mainly travel in small groups Young women are the most influential group of tourists in the Japanese tourism market.
Japanese tourists spend an average of 50,000 to 200,000 Japanese yen when traveling in Vietnam (460 to 1,850 USD) This cost includes airfare, transportation, accommodation, meals, and tour expenses This shows that Japanese tourists to Vietnam are quite diverse, including both high-class and ordinary guests.
Nikko Hotel Saigon caters predominantly to affluent travelers, particularly business and leisure seekers It boasts a range of premium amenities and services tailored to meet their sophisticated needs, including a state-of-the-art business center, elegantly appointed meeting rooms, a delectable restaurant, a rejuvenating spa, a well-equipped gym, and a refreshing swimming pool.
Overall, the Nikko Hotel Saigon is positioned as a premium hotel that offers a sophisticated and comfortable stay for both business and leisure travelers who seek high-quality amenities and personalized service.
The target customer persona of hotels Nikko Hotel Saigon
Based on the market analysis, the target customer persona of Nikko Hotel Saigon could be:
The business traveler persona represents professionals frequently traveling for business purposes They prioritize convenience, comfort, and efficiency in their accommodations, as their journeys often involve attending conferences, meetings, or seminars These individuals seek options that align with their busy schedules and provide a comfortable and streamlined experience during their stays.
43 amenities like high-speed internet, business center access, and proximity to business districts.
Leisure Traveler: This customer persona is likely to be a tourist who is traveling for leisure purposes, such as sightseeing, shopping, or relaxation They value comfort, luxury, and unique experiences in their accommodation choices, and may prioritize amenities like spa facilities, on-site restaurants, and access to local attractions.
Local residents seeking leisure or special occasion accommodations prioritize convenience, exclusivity, and personalized services They value amenities such as promotions, discounts, spa treatments, and unique dining experiences that enhance their staycation or celebration.
Middle-aged traveler: This customer persona is likely to be a middle- aged professional or tourist who is looking for a premium accommodation experience They value comfort, quality, and sophistication in their accommodation choices, and may prioritize amenities like fitness centers, executive lounges, and upscale dining options.
These customer personas can help Nikko Hotel Saigon tailor their marketing and service strategies to better meet the needs and preferences of their target audience.
For example, here is an example persona for Nikko Hotel Saigon's target customer:
Background: Sakura is a successful marketing manager who frequently travels for business within Vietnam and internationally She is married and has one young child Sakura values convenience, efficiency, and luxury in her accommodation choices When traveling for business, she wants to stay in a hotel that is close to her meetings and has high-speed internet and a business center When traveling for leisure, she wants to stay in a hotel that is comfortable, offers unique experiences, and has access to local attractions.
ANALYZE THE 4PS HOTEL MARKETING MIX OF
PRODUCT
As one of the first 5-star hotels in Saigon, LOTTE HOTEL SAIGON with its sheer opulence is situated on the bank of the Saigon River, fronting Thu Thiem
2 Bridge linking the city center and Thu Thiem Peninsula and just a few steps away from the Opera House, Nguyen Hue pedestrian street With 283 luxurious guest rooms, four restaurants serving international, Japanese Italian and Chinese cuisine, LOTTE HOTEL SAIGON is a popular destination for domestic and international customers.
The hotel’s accommodation system is categorized into four different types including deluxe, executive, deluxe suite, and president suite (All room types have 2 options of city view or river view) Lotte Hotel Saigon rarely receives complaints from the in-house guests about its rooms but instead, most of the clients agree that hotel rooms are modern, new, and high quality Hence, the hotel is confident to satisfy high-class customers and prove its leading position in the hotel industry in Ho Chi Minh City.
Similar with other high-end hotels, Hotel Nikko Saigon also offers a variety of room types, accompanying amenities as well as diverse culinary services. Currently, Nikko Saigon has 23 floors and 3 basements, has 334 rooms with a total of 58,473 square meters The dominant earth tones and minimalist design typical of Japanese style provide an elegant and relaxing space with luxurious amenities.
Nikko Hotel has many types of rooms for customers to choose depending on the purpose of use such as: Deluxe, Club Deluxe, Club Junior, With a room area from the smallest 40m2 to the largest 200m2, room space Such comfort and spaciousness makes customers much more relaxed and satisfied In addition, the hotel also has apartments for rent located on the premises of the hotel This is the difference of Nikko Hotel because very few high-end hotels in the city have apartments for rent.
Club Deluxe Premium 40m2 Club Junior Suite 60m2
After going through all the products of the 2 hotels The products that two hotels provide to customers are almost identical Both hotels provide guests with high quality accommodation services and rarely complain about the quality of the rooms In terms of culinary services, customers can also choose from a variety of dishes from major culinary cultures in the world such as Italy, Japan, Korea, etc All accompanying services such as shuttle bus, room service. meeting, document service, both hotels also meet this demand of business customers very well However, it is possible to see the difference in the types of rooms the hotel is offering
Lotte Hotel Saigon strategically leverages its prime location by offering river view rooms, maximizing revenue through price differentiation Hotel Nikko Saigon, despite its less favorable location, compensates by diversifying its room types, catering to cost-conscious customers while ensuring optimal comfort and suitability for their stay.
Image 5 Lotte Hotel Saigon reviews from customers
Through customer reviews about the quality of products through Agoda and booking.com, as we can see that customers are quite satisfied with all the services that the two hotels are providing However, there are still some limitations that both hotels still need to overcome if they want to deliver a great guest experience For example, some customers who stay at Lotte Hotel Saigon report that the facilities and rooms are quite old This is quite understandable because the hotel has been in operation since 2001 and has only been maintained and renewed for a few items in 2014 Therefore, it has affected customer satisfaction about room quality and makes customers feel not worth the price they pay This is the weakness that the hotel needs to pay attention to if it wants to satisfy its customers even more As for other things the hotel is doing quite well, the hotel gets a lot of compliments about the rooms with river view and their housekeeping service Location is also one of the factors that customers appreciate quite highly when coming to Lotte Hotel Saigon.
Image 6 Lotte Hotel Saigon reviews from customers
Image 7 Reviews of Hotel Nikko Saigon from customers
Meanwhile, Hotel Nikko Saigon makes their guests have a great experience when using the room The hotel received a lot of compliments about the quality of the room such as the room is very comfortable, all the equipment is very new, Because there is nothing to complain about the room service, customers when experiencing at Hotel Nikko Saigon are always satisfied and feel very worthy with what they paid, although the price is a bit high compared to Lotte Hotel Saigon This is a criterion that Lotte Saigon needs to improve if it wants to compete directly with Nikko However, one thing that customers feel unsatisfied about Hotel Nikko Saigon is the location This is the criterion that
Hotel Nikko Saigon has a rather low score because the hotel's location is about 5-10 minutes from the center.
Lotte Hotel Saigon Hotel Nikko Saigon
La Brasserie Ming Court The Lounge
Gym Swimming Pool Ren Spa Business Centre Nikko Club Lounge
Table 1 F&B and Facilities of hotels Food and Beverages products are really a strong point of LOTTE HOTEL SAIGON The hotel has restaurants with different cuisines to meet the diverse needs of international guests First, The Canvas has a corner of the wall made of see-through glass, allowing diners to see the beautiful scenery of the pool and garden around the restaurant The restaurant can accommodate more than
200 people with the main color being earth orange, bringing an extremely cozy feeling The Canvas, known as the best of international buffet in Ho Chi Minh
City, offers a premium buffet and Asian and Western dishes with exciting monthly theme dishes.
Indulge in authentic Asian flavors at Yoshino, a Japanese restaurant adorned with traditional charm and a touch of modernity The ambiance is warm and inviting, featuring wooden elements and soft yellow lighting A captivating ceiling adorned with delicate peach blossom patterns adds depth and a touch of grandeur to the space, creating an atmosphere that is both cozy and visually striking.
In addition, another cuisine that is also considered as the representative cuisine of Asia is Chinese cuisine Even at Lotte Hotel Saigon, there is also a prestigious Michelin 1-star dim sum restaurant, Crystal Jade Palace With a capacity of 150 guests at the same time and 2 VIP rooms that can accommodate
50 people, this is a restaurant that attracts Asian and domestic diners.
LOTTE HOTEL SAIGON offers value-added services that cater to its guests' needs Amenities such as complimentary breakfast, free Wi-Fi, and a gym are standard However, the presence of premium amenities like a spa and an outdoor swimming pool sets this hotel apart, providing an elevated guest experience and enhancing its appeal in the market.
TV channels, the in-house guests also receive the complementary services from utilizing the swimming pool and gym room along with obtaining the promotional packages for spa services With modern and convenient services, customers can remove their daily stress and hardship
In addition, in the Nikko hotel, there are also large restaurants with popular culinary styles in the world The first is the La Brasserie restaurant La Brasserie offers wide international buffet stations for breakfast and dinner, interactive live cooking stations and chef's dishes of the day Featuring delicacies made from fresh ingredients, the menu offers international cuisine which balances healthy eating of tasty global-inspired dishes Next is Ming Court, which is literally a Chinese restaurant This restaurant serves signature
52 dishes And there is a wide selection of fresh Dim Sum The dishes are prepared by the hands of talented chefs Guaranteed to bring an unforgettable culinary experience to diners Finally, The Lounge Located in the main lobby of the hotel provides a cozy and relaxing space The delicate high ceiling design is eye-catching, the perfect place to relax after a busy day The Lounge
PLACE
About product distribution strategy, both hotels use two main forms: direct and indirect
Direct distribution channel o Customers directly book rooms at the hotel: Via phone number and website. o Personally come directly to the hotel to experience the food service o Organization or individuals wishing to organize conferences and weddings
Image 8 Lotte Hotel Saigon own website
Image 9 Hotel Nikko Saigon own website Indirect distribution channel
To enhance its reach, the hotel utilizes indirect distribution channels through reputable international booking websites like Booking.com and Agoda.com Furthermore, the hotel collaborates with various travel-related websites to establish its brand presence, including Agoda.com, Booking.com, Expedia.com.vn, and iVIVU.com.
Travel agencies, travel agents Currently, both hotels cooperate with typical domestic and foreign travel companies such as: Global Tour, Saigon tourist. Guests of travel and tour companies account for a large proportion of the total number of guests arriving at the hotel
In the era of digitalization and online shopping, businesses must adapt to survive Hotels are embracing diversification by establishing their own websites and partnering with Online Travel Agents (OTAs) to expand their customer reach Both Hotel Nikko Saigon and its competitor have successfully implemented direct and indirect distribution channels, but Hotel Nikko Saigon stands out with its unique approach, positioning itself for success in the evolving market landscape.
PROMOTION
In orders to promote and speed up the sale of products and services and at the same time inculcating the hotel's brand image in the minds of customers, Lotte Hotel Saigon has used policies such as: seasonal discounts, offering special offers Promotion package includes many utility services, advertising through social networks.
Thanks to its convenient location, Lotte Hotel can attract a lot of international as well as domestic tourists who will choose the hotel as a place to stay. Grasping that advantage, the hotel has created a lot of product packages for the summer, product packages for family traveling, product packages for couples, stay more, save more…
Lotte Saigon Hotel also regularly updates activities, promotions through the hotel's official Fan Page so that customers can easily follow The hotel regularly maintains a daily number of posts to be able to reach potential customers as well as convince customers to use the service with well-thought- out product images or TVCs to convey the message that the business wants to bring to customers.
Image 13 Lotte Hotel Saigon' Facebook
In addition, the hotel is also quite focused on improving the quality of customer reviews through OTA channels such as TripAdvisor, Agoda or booking The hotel side often interacts and gives very quick responses to the hotel's service reviews on these OTA platforms.
Being similar with its competitors, Hotel Nikko Saigon also regularly creates extremely preferential promotional packages for customers in the high season so that customers can make decisions faster In addition, the majority of Hotel Nikko Saigon are Japanese and have the characteristic of being quite loyal, so the hotel also has extremely special offers for loyal customers such as Flash Deal for One Harmony (reduced discount) price when booking), complimentary breakfast and 1 glass of wine at the Lounge
In addition, the hotel also has a rather special type of promotion, which is a package for customers using JAL's flight services Customers who book JAL airline tickets will receive a 25% discount when booking at Hotel Nikko Saigon with other incentives.
Hotel Nikko Saigon also owns a Fan page with 54 thousand likes and 56 thousand followers The hotel regularly updates promotional information as well as product description photos so that customers can easily track and refer to the product.
Image 16 Hotel Nikko Saigon' Facebook COMPARISON
Image 17 Compare the level of customer interest in hotels.
In general, both hotels are using a very reasonable sales promotion strategy. Lotte Hotel Saigon with the target market of tourists and business travelers has created many promotional packages with a variety of prices to easily reach these two types of target customers
Meanwhile, Hotel Nikko Saigon with the target of customers being business customers in the higher-end segment, the hotel has used a very appropriate approach strategy that is to combine with airlines from Japan to generates a fixed amount of revenue for the hotel through these guests The way to sell this product of Hotel Nikko Saigon is quite good but difficult to apply to Lotte Hotel Saigon because the customer segment Lotte Hotel Saigon wants to target includes tourists If creating these packages, it is very difficult to reach tourists.
Hotel Nikko Saigon consistently outperforms Lotte Hotel Saigon in search volume, showcasing the effectiveness of Nikko's marketing efforts During holidays and long weekends, both hotels experience a surge in searches due to targeted promotions While Lotte's search numbers may temporarily dip around April 24-30, they have recently balanced with Nikko's during Tet 2023 However, Lotte's low season search volume remains significantly lower than Nikko's, indicating a need for Lotte to implement strategies to increase visibility during these periods.
PRICE
For businesses dealing in high-end accommodation and culinary products like the two mentioned in the report, each product has a different price depending on many factors such as: business environments, competitors, service quality Lodging
Price list of room types of Lotte Hotel
Price list of room types of Hotel Nikko
Deluxe (City View) 2,600,000 VND ++ Deluxe 2,975,718 VND++
Deluxe Suite 6,370,500 VND ++ Club Junior
Table 2 Price list of room types of hotels
From the two tables above, Nikko hotel offers customers more choices and has a slightly higher price than the room rate at Lotte hotel To explain this reason, firstly, it is because the quality of facilities of Nikko Hotel is newer than that of Lotte Hotel because Nikko Hotel officially went into operation on December
Lotte Hotel Saigon commenced operations on October 2001 and has been operating for over a decade since its establishment in 18, 2011 Due to its strategic location in the city's central street, the hotel benefits from a high influx of international tourists To cater to this target market, Lotte Hotel Saigon has implemented competitive pricing strategies, making it an attractive accommodation option for visitors.
Meanwhile, due to not having a convenient location like Lotte Hotel Saigon, Hotel Nikko Saigon has focused on developing a variety of room types and focusing on customer experience to get the best quality, make customers feel that the price they spend is completely worth it.
Buffet price list at CANVAS restaurant.
Buffet price list at LA BRASERIE restaurant
VNĐ/Person Breakfast 580,000++ VNĐ/Person
Dinner 1,650,000++/Person Table 3 Compare buffet prices at restaurants
In this case, we will study together two restaurants with the same style of food and service, which are the same CANVAS buffet restaurant and LA BRASSERIE buffet restaurant, with international cuisine style It can be seen, the price of the food services of the two hotels seems to be no different. However, thanks to the focus on product quality and good communication, LA BRASSERIE dinner buffet is not only known to customers using Nikko's
Image 19 Brand perception map of hotel A and B o Price: Lotte Hotel Saigon and Nikko Saigon are two famous hotels in Ho Chi Minh city with prime locations and high - quality services Prices at the two hotels vary by room type, seasonal fluctuations such as peak, low season or prices from promotional packages that the hotel offers This is a common feature of high-class hotels serving business and leisure guests. Although both hotels are of 5-star standard, Lotte Hotel Saigon's price is slightly lower than Nikko Saigon. o Quality: On the TripAdvisor website, we find customer reviews These are the real experiences of customers when using the service at 2 hotels Most of the customers appreciate the service quality of Lotte Hotel Saigon among the hotels in the same segment, or Nikko that we choose as a competitor. With such good reviews, Lotte Hotel Saigon has been ranked 19th out of 25 hotels in "Travelers' Choice 2022 Best of the Best".
Image 20 Traveler ratings of Hotel Nikko Saigon
Image 21Traveler ratings of Lotte Hotel Saigon
The hotel needs to classify its customers to identify the object suitable for each of their distribution channels The wrong identification of customers can lead to mistakes in providing hotel services and revenue Lotte Hotel Saigon and Nikko are divided into two main distribution channels to reach customers It is Direct Guest and Indirect Guest.
6.1.MARKETING CHANNELS OF LOTTE HOTEL SAIGON
Lotte Hotel Saigon is a branch of Lotte Hotels & Resort, a Korean hotel chain. Lotte Group is the owner and operating this is a large corporation based in Seoul, South Korea
Direct marketing: With these distribution channels Lotte Hotel Saigon can connect directly with customers this is one of the most important reservations to help the hotel save cost Customers can book online via the hotel's official website or contact the staff directly by phone or email. Besides, Lotte Hotel Saigon Hotel also offers promotions for customers to book directly, including buffet discounts and other incentives such as free breakfast The hotel is the best long -term strategy for the hotel to retain loyal customers and increase revenue.
Hotel website: https://www.lottehotel.com/saigon-hotel/vi.html Contact No: +84-28-3823-3333
Email: events.saigon@lotte.net
Image 22 Lotte Hotel Saigon' website
Social Media Marketing: Lotte Hotel Saigon has a strong social media presence on platforms such as Facebook, Instagram, and Twitter. They regularly post updates about their services, special promotions, and events Social media Lotte Hotel Saigon: https://www.facebook.com/LOTTEHOTELSAIGON
Image 23 Lotte Hotel Saigon' Facebook
Events and sponsors: In addition to direct marketing in the channels of Lotte Hotel Saigon, they also participate in sponsorship and sponsoring various events such as fashion and Beauty Queen events to increase their ability to increase their possibility Show their brand and promote their services.
Image 24 "Start -up press conference" Miss World Vietnam 2023
Indirect marketing: This is a hotel booking site where tourists can search, compare room rates and books for their trip These sites will display information from other hotels that allow users to search for and book based on their interests, desires, and budgets
Online Travel Agencies (OTAs): Lotte Hotel Saigon partners with various online travel agencies to promote its hotel and services Some of the most popular hotel booking sites include: Booking.com and Agoda.com These sites allow customers to evaluate the quality of services and products so that customers can share their own feelings. Today, hotel reservation website has become popular in the tourism industry, providing convenience and access to tourists while promoting the hotel revenue.
Marketing influence: The hotel will connect and cooperate with influential people and bloggers to promote their services to increase brand identity By inviting people who have influenced the experience and use of the hotel services then they will share their experiences on social networking sites.
Image 28 Review video on Tik Tok
Travel agents (TA) and tour operators (TO), corporations or businesses booking rooms for their employees or clients With these intermediaries, the hotel can pay commissions or money to indirectly reach customers.
6.2.MARKETING CHANNELS OF HOTEL NIKKO SAIGON
Nikko Saigon Hotel is a branch of Nikko Hotels International, which is a subsidiary of Okura Hotels & Resorts The marketing channels used by Nikko Hotel in Vietnam may include:
Direct marketing: Nikko uses the advertising channels of their own business, including websites, emails, and phones to reach customers and promote the service of the hotel.
Website: https://www.hotelnikkosaigon.com.vn/
Image 29 Hotel Nikko Saigon' website
Loyalty program: Nikko Hotels has a loyal customer program called
"One Harmony" They will post information on the Facebook page to attract and reach customers to encourage repeated business Members of this program have the volume of their holidays and use the puzzle points to change to many different rewards, such as free nights or eating vouchers In addition, the program also provides members with price incentives to help promote reservation and increase customer loyalty.
EVALUATE THE A & B HOTEL PRODUCT AND SERVICE
HOTEL NIKKO SAIGON
Image 21Traveler ratings of Lotte Hotel Saigon
MARKETING CHANNELS OF HOTEL
MARKETING CHANNELS OF LOTTE HOTEL SAIGON
Lotte Hotel Saigon is a branch of Lotte Hotels & Resort, a Korean hotel chain. Lotte Group is the owner and operating this is a large corporation based in Seoul, South Korea
Lotte Hotel Saigon utilizes direct marketing channels, enabling direct customer engagement This cost-effective strategy allows guests to book reservations through the hotel's website or via phone/email Additionally, the hotel offers incentives for direct bookings, such as buffet discounts and free breakfast, fostering customer loyalty and driving revenue This approach emphasizes long-term retention as a key strategy for the hotel's success.
Hotel website: https://www.lottehotel.com/saigon-hotel/vi.html Contact No: +84-28-3823-3333
Email: events.saigon@lotte.net
Image 22 Lotte Hotel Saigon' website
Social Media Marketing: Lotte Hotel Saigon has a strong social media presence on platforms such as Facebook, Instagram, and Twitter. They regularly post updates about their services, special promotions, and events Social media Lotte Hotel Saigon: https://www.facebook.com/LOTTEHOTELSAIGON
Image 23 Lotte Hotel Saigon' Facebook
Events and sponsors: In addition to direct marketing in the channels of Lotte Hotel Saigon, they also participate in sponsorship and sponsoring various events such as fashion and Beauty Queen events to increase their ability to increase their possibility Show their brand and promote their services.
Image 24 "Start -up press conference" Miss World Vietnam 2023
Indirect marketing: This is a hotel booking site where tourists can search, compare room rates and books for their trip These sites will display information from other hotels that allow users to search for and book based on their interests, desires, and budgets
Online Travel Agencies (OTAs): Lotte Hotel Saigon partners with various online travel agencies to promote its hotel and services Some of the most popular hotel booking sites include: Booking.com and Agoda.com These sites allow customers to evaluate the quality of services and products so that customers can share their own feelings. Today, hotel reservation website has become popular in the tourism industry, providing convenience and access to tourists while promoting the hotel revenue.
Marketing influence: The hotel will connect and cooperate with influential people and bloggers to promote their services to increase brand identity By inviting people who have influenced the experience and use of the hotel services then they will share their experiences on social networking sites.
Image 28 Review video on Tik Tok
Travel agents (TA) and tour operators (TO), corporations or businesses booking rooms for their employees or clients With these intermediaries, the hotel can pay commissions or money to indirectly reach customers.
MARKETING CHANNELS OF HOTEL NIKKO SAIGON
Nikko Saigon Hotel is a branch of Nikko Hotels International, which is a subsidiary of Okura Hotels & Resorts The marketing channels used by Nikko Hotel in Vietnam may include:
Direct marketing: Nikko uses the advertising channels of their own business, including websites, emails, and phones to reach customers and promote the service of the hotel.
Website: https://www.hotelnikkosaigon.com.vn/
Image 29 Hotel Nikko Saigon' website
Loyalty program: Nikko Hotels has a loyal customer program called
"One Harmony" They will post information on the Facebook page to attract and reach customers to encourage repeated business Members of this program have the volume of their holidays and use the puzzle points to change to many different rewards, such as free nights or eating vouchers In addition, the program also provides members with price incentives to help promote reservation and increase customer loyalty.
A walk – in guest at Nikko Saigon Hotel is a guest to the hotel without reserving This guest may be looking for a room for the night or may be interested in exploring the facilities and facilities of the hotel Staff will check status and quote back to customers.
Indirect marketing: Nikko Saigon Hotel also uses OTAS channel to promote its brand and reach potential customers on Agoda, Booking.com platforms In addition, advertising printed in local newspapers and magazines, as well as partnerships with corporate customers and travel agents, can introduce their customers to the hotel's service.
Participate in domestic and international trade exhibitions and events in orders to introduce their services and find potential customers.
Image 31 Hotel Nikko Saigon on Agoda.com
Corporations: Corporations often book accommodations for their employees who are traveling for business purposes Nikko SaigonHotel partners with corporations to offer special rates and packages for their employees.
SUGGESTIONS TO IMPROVE MARKETING STRATEGY
SUGGESTION 2
Based on the line chart data in section 2.4, in low seasons when Hotel Nikko Saigon still has a low search volume and Lotte does not This is a weakness that Lotte needs to improve to increase brand awareness and revenue in the form of food products and services at existing restaurant models of Lotte Hotel Saigon.
Image 34 Compare the level of customer interest in hotels.
Campaign: WORLDWIDE CUISINE WITH US
Phase 2: Make Every Meal A Story Told
Tok Website, Facebook, Tik Tok
Key Hook Viral clips, minigames Minigames, Challenges
Objective Brand Awareness Sale Volume
-Viral clip of food reviewer
60% increase in customer awareness of cuisine at Lotte Hotel Saigon's restaurant.
Reach 12 contents (3 lessons/week) to introduce the restaurant and culinary culture at Lotte Hotel Saigon.
Increase 200 - 250 likes and follow the official fan page of Lotte Hotel Saigon.
Increase customer engagement rate (like, comment and share) in each article by 30%.
Posting content introducing restaurant models in Lotte with multinational cuisine: Restaurant THE CANVAS (Type International), Restaurant Crystal Jade Palace (Type Chinese), Restaurant Yoshino (Type Japanese), Restaurant OTTIMO HOUSE TRATTORIA (Type Italian Trattoria) Each space will be suitable for different types of customers to suit the criteria and needs of guests.
Situated on the ground floor of Lotte Hotel Saigon, The Canvas is the hotel's signature restaurant specializing in international cuisine Boasting panoramic garden and pool views, The Canvas is infused with abundant natural light, creating a serene and luxurious dining ambiance.
CRYSTAL JADE PALACE offers quality and deep respect for the rich tradition of Chinese cuisine Today, as part of a Michelin-starred culinary brand based in Singapore, the name Crystal Jade Palace is synonymous with iconic award-winning dishes, rooted in Cantonese food culture The amazing cuisine is matched by a beautifully rich atmosphere, layered with modern details and surprising Chinese cultural traditions
YOSHINO Ho Chi Minh City's most prestigious Japanese restaurant, Yoshino of LOTTE HOTEL SAIGON, will enchant you with its exquisite traditional "Omakase" dinner and an extensive à la carte menu The restaurant also serves a variety of fresh seasonal fish and Wagyu beef imported weekly from Japan.
Image 37 Yoshino Ho Chi Minh City
OTTIMO HOUSE TRATTORIA is an ideal base for diners who love Italian cuisine Designed in a modern style, the restaurant serves
86 traditional dishes such as Neapolitan pizza, spaghetti with exclusive recipes, and homemade gelato.
Detailed introduction of the features decorated in the restaurant (items, tools, traditional culture )
Organize the minigame "What do you know about the restaurant culture at Lotte Hotel?" such as typography, google form or select the fastest and most complete comment to award quality vouchers when experiencing Lotte Hotel Saigon to increase customer interaction as well as increase their memories of the restaurant at Lotte.
Run ads for articles of Lotte Hotel Saigon (2 times/week) to maximize the popularity of customers about the restaurant at Lotte Hotel Saigon.
Note: Focus on running ads on the Facebook platform with the main goal of increasing customers' brand awareness about restaurants at Lotte Hotel Saigon and improving indicators of like, follow, and customer engagement rates.
Create excitement and stimulate viewership, sharing, and engagement. Increase the number of followers on Tik Tok channel by 500 followers. Convey culinary culture at Lotte Hotel Saigon through short videos. Achieve 12 video reviews (3 videos/week) on this platform.
Post a video review to experience the culinary culture at the restaurant.
Cooperate with Tik Tokers specializing in food reviews to record videos to experience the unique culture of multinational cuisine available at Lotte Hotel Saigon.
Check-in and receive discount vouchers through the Tiktokers referral code.
Recommended Tik Tokers: Bé Duy Tiktok, An Đi Ăn, Gonpinkk, Pít Ham Ăn, Hoàng Lam Foodie, Phương Min, Pánh Pèo Xì Gòn, Hà Pu, Cao Hoàng Mẫn, Hôm Nay Ăn Gì, Hương Lý, Bông Tím, Châu Bí Ngô, Bubu the Food Seeker, Thâu Đi Đâu, Ngoa Food, Măm Măm Sài Gòn, VyVo Review Ăn Chill, Eatwith Noreo, Lu Lu Review, Lăn Cùng Thi Nè
Customers who come to read the referral code of the Tik Tokers provided on the video review and post/story check-in at Lotte Hotel Saigon's restaurant immediately receive a voucher with 10 % discount on the bill Post/story conditions are valid > 1 hour before payment. 7.2.2 Phase 2: Increase sale volume
Increase the number of online reservations/reservations by 20% Reach 30 - 32 posts (including posts, Facebook Watch)
Share attractive gifts and promotions through photo contests, online events with partners, and coupons.
Share videos about Chinese, Japanese, and Italian food culture traditions.
Organize the "Check-in Challenge" contest that requires users to come to Lotte Hotel Saigon and share their experiences to receive incentives.
Organize online events with partners to introduce new products and special promotions for users interested in multinational food culture.
Provide 10 % discount coupon for the first 50 customers with bills over VND 3,000,000.
Increase sales by 25% through influencer marketing.
Create instructional videos and advertise food products and services.
Create videos combined with food reviewers (Tebefood, Bi hay đói, Lăn cùng Nuchuu, Hà Pu đây nè) and food reviewer’s limited quantity discount codes.
Provide a 10% discount code for customers who register using an exclusive link.
7.2.3.Forms of advertising on platforms
To enhance the restaurant's online presence, the website has been redesigned with a focus on captivating visuals Images of the restaurant's inviting space and tantalizing culinary creations now grace the website, capturing the essence of its unique dining experience Additionally, panoramic shots showcase the stunning outdoor garden and pool area, highlighting the restaurant's ambiance of comfort and luxury, creating a compelling digital destination for potential patrons.
Facebook: Advertise on the timeline with images, videos, Lotte Hotel Saigon may create promotional posts to introduce new products, promotional services, or special offers of the restaurant Besides, remarketing ads are also a form of promoting your products and services on Facebook Remarketing is a form of advertising that allows targeting users who have interacted with the restaurant's website or fan page.
Tik Tok: To get closer to domestic audiences, Lotte Hotel Saigon can use the Tik Tok platform to convey advertising messages effectively Some popular forms of advertising on TikTok that Lotte Hotel Saigon can use are Hashtag challenges ads: "Check-in Challenge" with a #LotteHotelSaigonChallengetag, which asks users to record a video of 1 anniversary of experiencing products and services at Lotte Hotel Saigon's restaurant and share it on TikTok with the hashtag #LotteHotelSaigonChallenge This will help increase brand awareness
90 and create positive interactions with users Besides, combined with KOCs: influential Tik Tokers in the food field can create attractive content videos with many followers, helping to increase brand awareness and attract many young people to follow these Tiktok accounts Their posts will aim to share about the dining experience at Lotte Hotel Saigon, emphasizing the quality and variety of dishes, as well as the luxurious and comfortable space Lotte Hotel Saigon will give these influencers free gifts and certificates or menus so they can experiment and share their experiences with their followers on Instagram.
Based on the comparison between Lotte Hotel Saigon and Nikko Saigon, it can be concluded that both hotels are 5-star hotels with similar facilities, amenities, and services They target business travelers and tourists in the same market segment However, there are some differences in their target customer group. Lotte Saigon Hotel mainly attracts Korean guests and resort tourists, while Nikko Saigon Hotel mainly caters to Japanese guests and business travelers In addition, there are some notable differences between Lotte Hotel Saigon and Nikko Saigon In terms of geographical location, Lotte Hotel Saigon is in the city center, close to famous shopping areas, convention centers and historical sites, making it easy for customers to move and explore tourist attractions. famous calendar Meanwhile, Nikko Saigon is located a bit far from the center, but located in the area right next to Now Zone shopping center, located adjacent to District 5, District 10, District 3, attracting many visitors Business customers coming to work are convenient for moving In terms of pricing strategy, Lotte Hotel Saigon offers lower prices than Nikko Saigon, but still maintains high quality Nikko Saigon is the opposite, the price is higher, but the quality is not as good as Lotte Hotel Saigon This difference in pricing strategy may reflect their different business goals and target customers Lotte Hotel Saigon may focus on attracting more customers at competitive prices, while Nikko Saigon may aim to attract high-end customers willing to pay a premium for a luxury stay Despite the similarities and differences between the two hotels, both strives to provide excellent services and experiences to their guests Both hotels invest heavily in facilities, amenities, and staff to ensure that guests have a memorable and comfortable stay They offer a wide range of services and activities to meet the needs and preferences of their customers, including dining, spa, fitness center and meeting facilities.