Background of the Hotel
Situated close to the impeccable beaches of Hua Hin Beach in Thailand, Baan Suksiri, a 3-star Hotel, calls travellers to put away their worries and enjoy life. This quiet retreat, with a perfect spot, provides a fusion of comfort and worldwide style, making it a wonderful place to remain in the core of Hua Hin (Agoda Company Limited, 2024). Baan Suksiri Hotel is ideally located in the vicinity of many famed attractions like the vibrant Plearn Wan Market, the artistic Cicada Market, and the spiritual Huai Mongkon Temple that goes onto further make it a gateway to the rich cultural fabric and natural environment of the region (Agoda Company Limited, 2024). The guests can easily discover the charm and glamour of Hua Hin’s neighbourhood as they wander through the nearby landmarks.
The hotel is a classic example of chilled-out luxury, well described by its elegant décor and air of comfort. The elegantly but modestly appointed rooms, such as Standard Twin and Double, provide a relaxing haven after an active day, outfitted with private balconies that allow guests to relax and enjoy the tropics (Agoda Company Limited, 2024). Air conditioners, free Wi-Fi and private bathrooms make the stay easy for discerning travellers. In addition, Baan Suksiri Hotel is more than just a lodging place as it offers various facilities that can add comfort to staying there. An enticing outdoor pool that poses an irresistible invitation for visitors to dip under the sun awaits them, in addition to room service and laundry services that attend to their needs efficiently and warmly (Agoda Company Limited, 2024). A knowledgeable team of service personnel manages the tour desk to help guests organise their sightseeing trips and enjoy every minute they spend away from the hotel as they explore what Hua Hin and its surroundings offer.
SWOT analysis of the hotel
a) Strengths
The hotel’s greatest strength is its location near the magical Hua Hin Beach. This geographic closeness not only provides guests with unparalleled access to the glorious beaches of Phuket but also enables them to be within reach of other notable tourist destinations such as the lively and colourful Plearn Wan Market, the creative Cicada Market, and the spiritual Huai Mongkon Temple (Birru et al., 2022). The lure of these landmarks in the near vicinity compliments the guests’ overall experience, making the hotel a gateway to Hua Hin’s cultural and natural treasures. Baan Suksiri Hotel offers an outdoor pool on top of its location, which is a way for the guests to get some time off and enjoy the tropical feel. This feature provides a sense of prestige whereby those who visit to see the attraction can relax and revitalise themselves after a rich and stimulating day (Tubtimcharoon, 2019). The next step to contribute to the hotel’s strengths is well-furnished rooms, such as the Standard Twin Room and Standard Double Room, which are comfortable and pleasant resting places. Further, the availability of basic amenities such as free internet and parking evidences the hotel standards that match those of a modern traveller.
b) Weaknesses
Although Baan Suksiri Hotel serves as a sanctuary with incredible facilities and surroundings, it presents some things that could be improved. Concerning limitations, the low number of dining options was one of the areas for improvement within the grounds. Although room service is part of the hotel’s facilities, guests may miss out on eating various meals if not many dining options are available on-site (Tubtimcharoon, 2019). Second, facility modernisation may be needed. Through a conducive and dynamic environment, it is possible to ensure that your hospitality service meets the ever-changing taste in a competitive hospitality scene.
c) Opportunities
The continued winning of any establishment is guaranteed through the understanding that there are possibilities for growth. The potential of Baan Suksiri Hotel to market its product successfully through strategic campaigns and fully furnished rooms can create lucrative options to get more customers. The hotel can engage potential guests through digital platforms, social media, and partnerships with travel influencers, leading to increased visibility. This practice will generate interest in a wider audience. In addition, partnerships with local tourist features provide an exciting opportunity to expand. Through its strategic alliances with nearby landmarks, the hotel can package unique services and moments to cater to the diverse needs of its clientele (Tubtimcharoon, 2019). It allows for utilising the cultural and recreational opportunities available in the region and encourages meaningful engagement from a broader community perspective.
d) Threats
The very particular threat in a highly competitive environment such as the Hua Hin tourist hub is increased competition from neighbouring hotels. Baan Suksiri Hotel needs to keep its grip on the market by consistently differentiating itself from competitive alternatives with unique offerings and unparalleled service. Moreover, the vulnerability to changes in tourism and internally induced by such outside factors as economic crises, disasters, or global situations are typical for this hotel. To neutralise these potential threats, there is a need to develop effective contingency plans that are robust enough to withstand any impact. It is also necessary to diversify the target markets for each product depending on the individual strengths and weaknesses of each product.
BCG Matrix Analysis of the Hotel
The BCG Matrix analysis provides a strategic roadmap for Baan Suksiri Hotel. By recognising the stars, cash cows, question marks, and dogs within its portfolio, the hotel can tailor its strategies to maximise growth, optimise revenue streams, and address areas that require attention. This analytical framework guides the hotel’s decision-making processes, ensuring a holistic and forward-thinking approach to maintaining its competitive edge in the dynamic hospitality landscape.
The stars are segments with high growth potential and large market share in the BCG Matrix world (Madsen & Grønseth, 2022). For Baan Suksiri Hotel, the rosette stands for its impeccable room services and welcoming outdoor pool. The key growth aspect is room services with special staff, instant responses to guests’ needs and a personal approach. Room services have become a highly sought-after service by many guests as they look for personalised and effective services. The hotel has become a star in the matrix by committing to room services (George, 2021). The hotel’s outstanding contribution to its market share is the outdoor swimming pool that offers an inviting haven amid the tropical backdrop. As the main feature, it is very popular. It helps it become even more of a star facility, benefiting leisure and business travellers who want to unwind from everyday stresses.
Cash cows are segments that will have matured but continue producing a stable cash flow. In the case of Baan Suksiri Hotel, on-site parking and laundry services could be termed as customers’ non-monetary benefits. While on-site parking is not new, such an amenity is integral to meeting guests’ utilitarian concerns. Consistently, the parking revenue provides the hotel with financial stability. Likewise, the laundry services, though not so radical, still offer a basic need that the guests enjoy. These clusters are at the maturity stage, and although additional marketing activities will not escalate their contributions to the hotel’s overall revenue, continued reliability is ensured.
The question marks reflect industry segments with good growth prospects but moderate market share (Madsen & Grønseth, 2022). In the Baan Suksiri Hotel matrix, however, the room types and restricted restaurants are question marks. The room types spanning from the Standard Twin Room to the Standard Double Room are spaces within which the hotel can grow, but only if they can strategically improve and advertise these rooms. As mentioned above, the lack of dining options in the property demonstrates an underserved segment with great growth potential (George, 2021). To solve these question marks as future stars, the hotel may offer diversified cultural cuisines, cooperate with local restaurants, or organise themed holiday dinner parties.
The BCG Matrix considers “dogs” segments with low growth prospects and a small market share (Madsen & Grønseth, 2022). In the case of Baan Suksiri Hotel, the necessity of renovation does belong to this group. Although an important segment for the hotel’s future, it needs attention and investment to return to the growth path. (George 2021). The options of renovation, modernisation, and the introduction of contemporary elements can be ways through which it is possible to reinvigorate the functional features of a lodge, turning this dog into a potential star or cash cow shortly.
Recommendations based on Porter’s generic competitive strategies
Adopting the differentiation strategy will allow Baan Suksiri Hotel to make its primary and peaceful location part and parcel of a viable, unique selling proposition in a saturated hospitality space. It is an excellent strategy if the specific strengths of the hotel concern themed rooms, personalised services, and exclusive packages since they complement it perfectly and respond to the changing preferences of travellers looking for a more immersive and unique experience.
a) The prime location and calm surroundings.
The hotel’s premises near Hua Hin Beach lay solid ground for an incredibly great time. The access to the leading attractions such as Plearn Wan Market, Cicada Market and Huai Mongkon Templeaccomplishes its overall attractiveness. The zen-like atmosphere, coupled with the breathtaking nature seen from the hotel, stands out from other competitors. Conforming to this uniqueness is crucial towards developing a differentiation strategy that can work well with the contemporary and dynamic needs of modern travellers, who are after unique and experiential experiences.
b) Enhancing Guest Experience
The alternative strategy is to extend beyond the standard offerings and create a unique experience permanently etched into guests’ minds. Finally, themed rooms aligned with Hua Hin’s culture, heritage, or natural beauty could help Baan Suksiri Hotel raise its differentiation. Distinctive design features, local art-inspired pieces, or even green-living measures are a way to create a unique atmosphere. Customised services, such as tailor-made city tours, custom amenities, or special packages for holidays or birthdays, add to this guesthouse theme of exclusivity and personal attention.
c) Specific Travel Amenities and Packages
This high customer demand for unique hospitality experiences can inspire Baan Suksiri Hotel to develop distinctive packages that suit the targeted audience’s interests, preferences and needs. This can include health wellness retreats and food tastings, locally based or outdoor packages to explore the nearby attractions. By creating distinctive, customised offers, the hotel offers uniqueness alongside specialisation in niche markets that attract adventurous tourists who want more than just a regular stay.
d) Strategic marketing and branding
It is vital to communicate these differentiators appropriately to implement a differentiation strategy successfully. Baan Suksiri Hotel can develop strategic marketing campaigns, and these campaigns should show how this hotel is unique from other hotels in that area. This could include a hotel website promoting themed rooms, using social media platforms to share individualised guest stories, or partnering with influencers to spread its unique brand image. The style that highlights the hotel’s dedication to providing a unique and distinctive stay reinforces the positioning strategy in the minds of potential guests.
References
Agoda Company Limited, (2024). Baan Suksiri Hotel Huan Hin. Retrieved from https://www.agoda.com/baan-suksiri-hotel/hotel/hua-hin-cha-am-th.html?cid=1844104&ds=uCcH0RKASK0QCAp4
Birru, A. C., Sudarmiatin, S., & Hermawan, A. (2022). Competitive strategies in the lodging service sector: Five Porter and case study SWOT analyses. Journal of Business and Management Review, 3(1), 001-017.
George, R. (2021). Tourism and Hospitality Marketing Planning. In Marketing Tourism and Hospitality: Concepts and Cases (pp. 149–182). Cham: Springer International Publishing.
Madsen, D. Ø., & Grønseth, B. O. (2022). BCG Matrix. In Encyclopedia of Tourism Management and Marketing (pp. 254–257). Edward Elgar Publishing.
Tubtimcharoon, N. (2019). Situation Analysis for the Business of Small Hotels in the Digital Economy Age in Thailand. WMS Journal of Management, 8(1), 1–9.
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