Foundation Year Project (MGBBT0FYP)

Student Name:
Student ID:
Table of Contents
Introduction...................................................................................................................... 2

Industry background.....................................................................................................3

New Business Idea: Sanctuary Suites..........................................................................3

Business offerings and customers demographics........................................................4

Competitors and stakeholders......................................................................................5

Short-term and long-term strategy................................................................................6

PESTLE Analysis of Sanctuary Suits...........................................................................7

Conclusion....................................................................................................................... 8

References.......................................................................................................................9
Introduction

Millions of tourists visit the UK each year, fueling the tourism and hospitality business.
New hospitality firms may capitalise on the rising demand for high-quality
accommodations and experiences by offering visitors unique and extraordinary
services. This report proposes Sanctuary Suites, a new UK tourist hospitality enterprise.
The mid-market enterprise will provide inexpensive luxury rooms and facilities to
business and leisure travellers (Griffin, 2015). The study will cover UK tourism and
hospitality, including competition. It will then discuss Sanctuary Suites' strategy,
the market of interest, products, and distinctive characteristics.
Industry background

With almost 40 million visitors anticipated this year, the United Kingdom is set to
become the tenth most visited country in the world, contributing an estimated $233
billion to the economy. Foreign tourists spent a record $23.1 billion in Britain last year.
VisitBritain reports that in 2010, American visitors spent the most money of any country
at £2.1 billion (MarketLine, 2023). However, Europeans outnumber North Americans
and Canadians combined (21,5 million to 3,5 million visitors) by a wide margin. After 9
years of expansion, the United Kingdom 2019 welcomed almost twice as many
international visitors as the country's population: 40.86 million.

New Business Idea: Sanctuary Suites

Sanctuary Suites is a brand-new hotel in the United Kingdom. The hotel hopes to set
itself apart from competitors like Marriott and Premier Inn by offering luxurious,
customised service to each guest. The hotel's mission is to provide guests with a
relaxing and luxurious experience.

Sanctuary Suites will focus on customer pleasure, rigorous cleanliness, and cost control
to accomplish this aim. The hotel will hire and train workers who share its ideals of
excellent service, eco-friendliness, and cutting-edge technology. Luxurious Sanctuary
Suites will be affordable. The hotel will provide rooms for lone travellers, couples, and
families. WiFi, flat-screen TVs, and comfy beds will be in the rooms (Mckeever, 2018).
The hotel has a spa, gourmet cuisine, and dedicated staff. Hotel visitors will enjoy
exquisite accommodations. Sanctuary Suites will appeal to businesses, families, and
couples. The hotel will also use digital marketing and travel agency relationships to
boost reservations.

Sanctuary Suites offers spa treatments, in-room massages, and cutting-edge

entertainment systems. The hotel's concierge and spa will provide a variety of wellness
services. The hotel will offer health and romantic room packages. Sanctuary Suites
incorporates green construction practices, renewable energy sources, and other eco-
friendly features. Sanctuary Suites aspires to outperform other UK hotels. Sanctuary
Suites attracts discriminating travellers with its eco-friendly principles, well-designed
apartments, and excellent service.

Business offerings and customers demographics

Sanctuary Suites will provide luxury facilities and services to distinguish itself. New UK
hotel Sanctuary Suites. The hotel differentiates from Marriott and Premier Inn with high-
end, personalised service. The hotel wants customers to enjoy their stay. Most notably,
the hotel will offer:

Luxurious Accommodations: The hotel will provide both standard rooms and luxury
apartments, each of which will be designed in a contemporary and lavish style (Gitman
and Madura, 2007). Each accommodation has plush linens, and cutting-edge
entertainment technology, guaranteeing that guests will have a stay to remember.

Restaurant services: The hotel will have a high-end restaurant that puts an emphasis
on serving fresh, regionally-sourced cuisine. The restaurant's menu will include both
classic and experimental dishes, and it will be accompanied by an extensive wine
selection.

Spa service: Spa services like massage, facials, and other beauty treatments are
available at the hotel, saving guests time and effort by eliminating the need to go
elsewhere (Fletcher, 2018). After a long day of sightseeing, guests will appreciate the
spa's tranquil atmosphere.

Concierge Service: A concierge will be available at the hotel to help guests plan their
itineraries and get about the city (Jean Wilson Murray, 2008). Aside from other
amenities, the friendly personnel at the hotel's concierge desk can also arrange
transportation and make dinner reservations.

Customized Room Packages: There are a number of different themed room packages
available to hotel customers, such as those that focus on pampering, rejuvenation, or
family fun. The packages would include deluxe amenities and attentive care for its
customers.
Customer’s demographics

Luxury-seeking foreign guests visiting the United Kingdom will find what they're
searching for at Sanctuary Suites. These travellers might be professionals, married
couples, or families looking for a luxurious getaway (Mckeever, 2018). The hotel will
advertise itself on the internet and establish partnerships with travel agencies in an
effort to attract guests from all over the globe. Our goal at Sanctuary Suites is to
become the go-to hotel for discerning travellers looking for an exceptional stay at a
property that caters to their every need.

Competitors and stakeholders

Competitors

Mandarin Oriental, The Four Seasons, The Langham, The Ritz-Carlton, and The
Dorchester are just a few of the many luxury hotel groups that operate in the UK and will
provide stiff competition for Sanctuary Suites (Mckeever, 2018). Sanctuary Suites faces
stiff competition from similar properties, all of which have earned a solid reputation for
their high-end facilities and individualised service. Sanctuary Suites is going to have to
set itself apart from other luxury hotel companies by offering visitors facilities and
services that its rivals do not. Packages of rooms, meals prepared with local
ingredients, and specialised assistance from the hotel's concierge all fall under this
category.

Stakeholders

The owners and investors of Sanctuary Suites are responsible for the hotel's launch and
operation. They will be responsible for the overall operation of the hotel and will need to
make crucial financial decisions.

Management and Staff: The hotel's day-to-day operations will be handled by

Sanctuary Suites' management and staff. The hotel manager is responsible for several
things, including the front desk, housekeeping, and the hotel's dining and drinking
establishments. They will be responsible for ensuring the comfort and satisfaction of all
hotel guests and the efficient running of all hotel operations.

Guests and Travellers: Guests and visitors to the hotel are the establishment's best
assets (Saunders, Lewis and Thornhill, 2012). Making ensuring they're happy is crucial
since they're the reason Sanctuary Suites exists. As a guest, you deserve nothing less
than the finest amenities and personalised service.

Locality: Sanctuary Suites also has a responsibility to the local community. The hotel
will contribute to the community financially in a variety of ways, including via the
employment of locals, the purchase of goods and services from other businesses in the
area, and the payment of taxes and other levies. Since the hotel will have an impact on
the surrounding area, it must run sustainably.

Suppliers and Partners: Suppliers and Partners are two more groups with vested
interests in the Sanctuary Suites Business Model. Hotels rely on a wide variety of
vendors, such as those that provide the establishment with consumables and services
like cleaning and laundry (Tracy, 2014). The hotel will need to develop solid
relationships with these organisations if it is to get high-quality goods and services at
competitive prices.

Short-term and long-term strategy

Short term strategy

Pay close attention to the specific needs of each customer and strive to exceed their
expectations in every way (Jean Wilson Murray, 2008). Use low-cost marketing
methods, such as advertisements on social media and customised email campaigns, to
raise brand recognition and boost bookings. Join forces with regional tourist
organisations and booking agents to raise the profile and attract more visitors. Maintain
market competitiveness via constant price monitoring and tweaking. Build relationships
with area businesses to give first-rate services and facilities to its visitors.

Long term strategy

Grow the Sanctuary Suites chain by establishing new hotels in strategic UK travel hubs.
Reduce the hotel's trash and energy use, as well as other environmental impacts, by
adopting sustainable practices (Levent Altinay, Alexandros Paraskevas and Soocheong
Jang, 2016). Invest in cutting-edge tools like smartphone check-in and digital butlers to
provide superior service to the guests. In order to provide packaged goods and attract
new clients, it is important to establish strategic agreements with airlines along with
additional travel suppliers. Increase both employee retention and customer happiness
by investing in the staff's long-term growth and development via continuous training and
education.

PESTLE Analysis of Sanctuary Suits

Political Factors: The hotel business may be profoundly affected by political

considerations (Griffin, 2015). The cost of doing business may be impacted by changes
in legislation, rules, and taxes. The hospitality sector may feel the effects of shifting
immigration rules, for instance.

Economic Factors: The hospitality sector may be affected by economic

considerations. Revenue at high-end hotels may be impacted by macroeconomic
factors including recessions and currency fluctuations. The need for luxury lodgings
may also be affected by changes in consumer tastes and discretionary resources.

Social Factor: Lifestyle trends, cultural standards, and customer behaviour are all
examples of sociocultural influences that may have an effect on the hospitality sector
(Gitman and Madura, 2007). The increasing popularity of eco-tourism and other forms
of sustainable travel, for instance, may have an effect on the hotel's bottom line and
promotional efforts.

Technological factors: The hotel business may face both advantages and
disadvantages as a result of technological developments. Improvements in these areas
are possible because of technological developments like smartphone applications and
online booking systems.
Legal Factors: Labour rules, health and safety standards, and environmental laws are
all examples of legal considerations that might have an effect on how the hotel is run
(Fletcher, 2018). The hotel may have to comply with labour standards that govern things
like scheduling and benefits for workers.

Environmental factors: The hotel business is starting to take environmental problems

like sustainable development and global warming seriously. In addition to tougher waste
management and conservation of energy rules, guests increasingly seek hotels that
care about the environment.
Conclusion

There may be far-reaching consequences for Britain's tourist sector if Sanctuary Suites
is not included. The firm may improve its market share and earn the loyalty of
customers if it continues to provide first-rate lodgings at reasonable rates. This report
details both immediate and future endeavours to demonstrate our dedication to
development, market expansion, and environmentally sound business methods. The
Sanctuary Suites has all the makings of a successful hotel and tourist destination in the
UK.
References

Fletcher, J. (2018). Tourism : principles and practice. Harlow, Essex, England: Pearson
Education Limited.

Gitman, L.J. and Madura, J. (2007). Introduction to Business. Boston, Ma: Addison-
Wesley.

Griffin, M.P. (2015). How to Write a Business Plan: A Step-by-Step Guide to Creating a
Plan That Gets Results. 9th ed. MDPI.

Jean Wilson Murray (2008). The complete guide to writing effective and award winning
business proposals : step-by-step instructions. Ocala, Fla.: Atlantic Pub. Group, C.

Levent Altinay, Alexandros Paraskevas and Soocheong Jang (2016). Planning research
in hospitality and tourism. London Routledge, Taylor Et Francis Group.

MarketLine (2023). MarketLine Industry Profile: Travel & Tourism in United Kingdom.
Travel & Tourism Industry Profile, 13(2), pp.1–80.
doi:https://doi.org/10.1300/15470640802119570.

Mckeever, M.P. (2018). How to write a business plan. Berkeley, California: Nolo.

Quattrone, P., Thrift, N., Mclean, C. and Francois-Regis Puyou (2013). Imagining
Organizations. Routledge.

Saunders, M., Lewis, P. and Thornhill, A. (2012). Research Methods for Business
Students. 6th ed. Harlow: Pearson.

Tracy, B. (2014). Marketing. Maidenhead: Mcgraw-Hill Education.