商務旅館營運企劃書：以資訊系統建立顧客體驗與營運效率 - 政大學術集成

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(1)國立政治大學商學院國際經營管理英語碩士學位學程 International MBA Program College of Commerce National Chengchi University. 碩士論文政治. 大. 立Master’s Thesis. ‧. ‧ 國. 學 er. io. 營運效率. sit. y. Nat. 商務旅館營運企劃書：以資訊系統建立顧客體驗與 a. n. v l CCreating Customer Business Plan for Hotel: n i Experiences and hengchi U. Management Efficiency by Information System. Student: Kamoltip Jiravanichkul Advisor: Dr. Don Jyh-Fu Jeng. 中華民國一○四年六月 June 2015.

(2) 商務旅館營運企劃書：以資訊系統建立顧客體驗與營運效率 Business Plan for Hotel: Creating Customer Experiences and Management Efficiency by Information System. 研究生：陳鈺琪. Student: Kamoltip Jiravanichkul. 指導教授：鄭至甫. 國立政治大學. 學. ‧ 國. 立. Advisor: Dr. Don Jyh-Fu Jeng 治政大. 商學院國際經營管理英語碩士學位學程. y. sit. Nat. A Thesis. ‧. 碩士論文. er. io. Submitted to International MBA Program. n. al National Chengchi University iv. n U in partial fulfilment i e n gofctheh Requirements. Ch. for the degree of Master in Business Administration. 中華民國一○四年六月 June 2015.

(3) Acknowledgements Without great support and guidance from my supervisor, Professor Don Jyh-Fu Jeng, it would have been impossible to complete this business plan. Professor has been very supportive and always providing much concrete advice by adding value to my primary idea. Without his advice, my business plan would be still far from being realistic and lack of differentiation strategies to maintain competition advantages in the hotel industry.. 政治大. I would like to extend my appreciation to my previous boss and others senior co-workers for. 立. their encouragement with regard to the selection of the topic of the business plan. I totally. ‧ 國. 學. believe in their accumulated experience in Thailand hotel industry.. ‧. In addition, I would like to express my gratitude to Taiwan ICDF scholarship to give me a priceless opportunity to study in the MBA program in Taiwan. Besides, I would deeply grateful. y. Nat. only to this business plan, but also my life adventures.. n. al. Ch. engchi. i. er. io. sit. to all of my friends from Thailand and IMBA classmates for their support and suggestion, not. i n U. v.

(4) Abstract Business Plan for Hotel: Creating Customer Experiences and Management Efficiency by Information System By Kamoltip Jiravanichkul This business plan is about a privately run business hotel in Bangkok city, which is near the. 政治大. BITEC exhibition center area. It includes hotel summary, market analysis, strategy and. 立. implementation summary, and financial plan analysis. It is explicit that there has been a. ‧ 國. 學. continual growth in the number of travelers coming to Thailand, and the trend is also happening to the number of businessmen, especially in Bangkok. Together with the beginning of. ‧. free-trade economic community, Asean Economic Community (ACE), there will be a great. Nat. sit. y. potential for the demand of accommodations to grow. To start a business hotel in this industry. n. al. er. io. at early stage is a great decision. With the special features of hotel guest rooms and amenities. i n U. v. and hotel booking management system at a reasonable charge, we will target customers with. Ch. engchi. lower level budget and break the existing luxury style business hotels in the Bangkok areas.. Our value propositions are the outstanding IT management system to facilitate the business operation, and the strategic location which will create great experience and form long-term relationship with customers.. Keywords: Business Hotel, Business Travelers, Location, IT Management System, QR code. ii.

(5) TABLE OF CONTENTS 1. Executive Summary .............................................................................................................. 1 1.1. Mission ............................................................................................................................ 3 1.2. Objective.......................................................................................................................... 3 1.3. Key to Success ................................................................................................................. 3. 政治大. 2. Company Summary .............................................................................................................. 4. 立. 2.1. Hotel in Brief ................................................................................................................... 4. ‧ 國. 學. 2.2. Hotel Location ................................................................................................................. 5. ‧. 2.3. Hotel’s Size and Capacity ................................................................................................ 6. io. sit. y. Nat. 2.4. Hotel Service ................................................................................................................... 9. er. 3. Market Analysis Summary ................................................................................................ 21. al. n. v i n 3.1. Business Hotel Industry ................................................................................................. 21 Ch engchi U 3.2. Market Size .................................................................................................................... 21 3.3. Customer Segmentation................................................................................................. 24 4. Strategy and Implementation Summary .......................................................................... 26 4.1. Marketing and Sales Strategy ........................................................................................ 26 4.2. Competitive Analysis..................................................................................................... 29 4.3. Strategy Diamond Analysis ........................................................................................... 37. iii.

(6) 4.4. Growth Strategy ............................................................................................................. 41 4.5. Hotel Organization Structure ......................................................................................... 42 5. Financial Plan ..................................................................................................................... 46 5.1. Hotel Cost and Revenue ................................................................................................ 46 5.2. Cash Flow Projection .................................................................................................... 54. 政治大. Reference ................................................................................................................................. 57. 立. Appendix ................................................................................................................................. 59. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. iv. i n U. v.

(7) List of Figures and Tables Figure 1: Hotel’s Logo ................................................................................................................ 4 Figure 2: Hotel’s Location .......................................................................................................... 5 Figure 3: Hotel’s Location Projected Compare to Other Infrastructures.................................... 6 Figure 4, 5, 6, 7, 8, 9: First Class Business Suite and Room Layout ....................................... 11 Figure 10, 11, 12, 13: First Class Business Guest Room and Room Layout............................ 12 Figure 14, 15, 16, 17: Superior Business Guest Room and Room Layout ............................... 13. 治政 Figure 18: Floor Plan the 3rd – 5th Floor ................................................................................. 14 大立 Figure 19: Diagram of Guestroom Booking Process................................................................ 18 ‧ 國. 學. Figure 20: Diagram of Meeting Room Booking Process ......................................................... 19. ‧. Figure 21: Diagram of Car Rental Service Booking Process ................................................... 19 Figure 22: Diagram of Massage and Spa Service Booking Process......................................... 20. y. Nat. er. io. sit. Figure 23: The Number of International Visitor Arrival to Bangkok in 2010-2013 ................ 22 Figure 24: The Average Profile of Arrival Travelers Categorized by the Purpose of Travelling. n. al. Ch. i n U. v. .......................................................................................................................................... 23. engchi. Figure 25: Hotel Website .......................................................................................................... 27 Figure 26: Hotel Website on Mobile ........................................................................................ 27 Figure 27: Online Sources Which Are Typically Used to Plan Leisure or Business Trips ...... 29 Figure 28: The Positioning Map Business Hotels in Center of Business Area in Bangkok ..... 33 Figure 29: Strategy Diamond Analysis ..................................................................................... 37 Figure 30: Hotel Propose Location ........................................................................................... 41 Figure 31: Hotel Organization Structure .................................................................................. 42 Figure 32: Hotel Fixed Cost Proportion ................................................................................... 52. v.

(8) Figure 33: Hotel Variable Cost Proportion ............................................................................... 52 Figure 34: Hotel Revenue Proportion....................................................................................... 53. Table 1: Hotel’s Area .................................................................................................................. 6 Table 2: Hotel’s Number of Room, Categorized by Room Type ............................................... 8 Table 3: Estimation of Hotel General Area According to the ANSI/ASHRAE 62-2001 Standard ............................................................................................................................................ 9. 政治大. Table 4: Hotel’s Guest Room Types ......................................................................................... 10. 立. Table 5: The Number of Thai and Foreigner Visitor Who Travel to Bangkok ......................... 22. ‧ 國. 學. Table 6: The Profile of Arrival Travelers Categorized by Purposes of Travelling ................... 23 Table 7: Example Room Rate of Official Hotels for Business Person from BITEC’s Website ........... 30. ‧. Table 8: Example Room Rate and Size of Hotels nearby BITEC, Ranked by the Distance .... 34. y. Nat. sit. Table 9: Comparison Price of the Competitor Hotels............................................................... 36. n. al. er. io. Table 10: Hotel Fixed Cost ....................................................................................................... 46. i n U. v. Table 11: Hotel Variable Cost ................................................................................................... 49. Ch. engchi. Table 12: Hotel Guest Room Revenue ..................................................................................... 50 Table 13: Detail Cost and Revenue of Each Source of the Hotel ............................................. 51 Table 14: Hotel Cash Flow Projection ...................................................................................... 54. vi.

(9) 1. Executive Summary A 4-star non-chain business hotel is located nearby the Bangkok International Trade & Exhibition Centre (BITEC) on the Bangna-Trat Road. It connects with the Chaloem Maha Nakhon Expressway; therefore, hotel guests can travel to many main areas in Bangkok in very short time. Since one of the main advantages of the hotel is an excellent location, the first targeted group of customers would be persons who come to Thailand for business purposes. In addition, with our competitive price compared to other budget hotels, there will be a great. 治政 opportunity to attract leisure travelers considered as our 大 second targeted group. 立 ‧ 國. 學. It is widely accepted that Thailand is one of the most desirable destinations in Asia. Every year, the large proportion of Thailand’s GDP comes from the tourism industry. Moreover, the. ‧. establishment of the Asean Economic Community (AEC) enhances the economic collaboration. Nat. sit. y. of Southeast Asia countries, creating a huge influence on Thailand economy and attracting. n. al. er. io. many investors from around the world. We build our hotel to grab great opportunities from that. v. promising market. With comparison to other main exhibition centers in Thailand, the BITEC’s. Ch. engchi. i n U. location would offer lots of benefits to our business. The hotel is fully equipped with business amenities and facilities both in guest rooms and general areas. The outstanding IT management system is a plus point for customers in making decision to stay and helps us to build long-term relationships with them.. Not only exhibitors or visitors of exhibitions, but also all businessmen, who come for the conference, meeting, seminar and visit their clients, or explore Thailand market, are our target customers. Additionally, with the economical room rate, but upper standard guest room quality, we will become an attractive choice for leisure tourists as well.. 1.

(10) Today, in the Bangkok areas, there are just few high class hotels having enough potential and resource which can be considered as business hotels. However, those luxury hotels set up a high price level and only are reached by businessmen or wealthy companies. For that reason, there are still many of opportunities for the market to grow. In addition, with our high standard rooms and hotel innovation IT management system, we firmly believe that it will be able to draw the attention of travelers and compete against other existing hotels in this area.. 政治大 experienced consulting team. The operation of the hotel structured by functions for each 立. At the first stage, hotel owner will monitor the whole businesses with the assistance from the. ‧ 國. 學. department, including hotel customer management, hotel front office, hotel back office, restaurant & café, and wellness & spa. The five departments in total having more than a. ‧. hundred employees will cooperate to drive the hotel at the best service. Our strategy is to make. sit. y. Nat. sure that our staffs are happy, because satisfied employees will bring better service. We are. io. employees; as a result, they will work with their best.. n. al. Ch. engchi. er. creating the favorable working environment and family-like culture to increase loyalty among. i n U. v. With regard to hotel’s financial structure, the hotel is privately run with the capital from the owner and the bank loan. The total of investment in the first year is 3,986,324 USD which is partly borrow from the bank at 60 percent, and the rest comes from the owner. As projected, the bank loan will be paid back in the year tenth with the internal return at 11.4 percent annually. By estimation, around 68.2 percent of the revenue will come from guestrooms; the rest are from outsourcings; car rental and translator, the restaurant & café, and the treatment & spa. The initial costs are from several categories which are design and construction cost (75 percent), land and property cost (22.3 percent), the staff payroll and the initial operation cost for special equipment for kitchen and fitness center will be at the same proportion (around 1.2 percent). 2.

(11) 1.1. Mission Our vision is to be the number one choices of a place to stay for business trip in Bangkok.. Our mission is to create the great satisfaction and best memories for our every single client and partner corporations. Together with pursue to create strong brand recognition among Thailand hotel industry.. 1.2. Objective. 政治大. 1.. To obtain 20 percent of business foreigner guests from which of each exhibition.. 2.. To develop a firmly relationship with the business partner in many countries.. 3.. To maintain the occupancy rate more than 70 percent for the whole year.. 4.. To have a long term strong connection with partner companies, organizations and bureau. 立. ‧. ‧ 國. 學. those will sharing customers to hotel the whole period.. y. Nat. To attain customers who directly execute the booking or paying method from hotel website,. sit. 5.. al. n. 6.. er. io. 30 percent of the total guest every day.. i n U. v. To succeed in membership program, help hotel generate more benefit from network effect.. 1.3. Key to Success. Ch. engchi. To accomplish our objective, the keys to success of the hotel would be:. 1.. Pursue to get the access to foreign countries’ customers directly.. 2.. Generate a strong online system in order to provide more convenience to hotel guests. 3.. Develop a sturdy financial plan and arranged sufficient working capital. To provide the best quality of service to guests, the finest guest room and also facilities.. 3.

(12) 2. Company Summary 2.1. Hotel in Brief. 立. Hotel is a 4-star one stop service hotel where fully equipped with amenities those are. ‧ 國. 學. . 政治大 Figure 1: Hotel’s Logo. necessary in professional business trip.. ‧. . Hotel is located on Bangna-Trat Road connecting to Sukhumvit Road and the Chaloem. Nat. sit. y. Maha Nakhon Expressway to many main commerce areas in Bangkok. It is currently one. al. n. . er. io. of the most attractive areas to invest.. i n U. v. We serve both premium suites for high position management persons or directors and. Ch. engchi. comfortable guest rooms for economical business clients to satisfy all of their preferences. . Hotel guest rooms are unique special designed, with the comfort and specious.. . The professional fitness center with sufficient and various kinds of machines and the professional Thai massage & spa are ready to service every hotel guest.. . Hotel will expand the channel of sell to online travel agents; OTA, in parallel with to create a handy to use website to be the main platform in selling room at the rate parity.. . Guests can see and check the visualization of each type of room to make sure that the room will be suited their preference before booking. This feature is our key outstanding innovation to help guest make sure about their chosen room before their stay.. 4.

(13) . One of our strong purposes is to extent future branches in central location of business areas and/or exhibition centers to become the recognized brand for every region’s companies and reach the massive business guests all of the year.. . Hotel is applied IT system to guest management operation system. From the process of checking, booking, paying before guest will leave from their countries. Guests can have all the process done in their personal online device and do not required to register at the hotel reception counter and pay again. In addition, guests can do the express check out from. 政治大. their room. Guests can ensure that all information will be kept confidentially.. 立. ‧ 國. 學. 2.2. Hotel Location. The key feature of the hotel is location. A research from Newlio’s1 was pointed out that; as. ‧. much as technology and extra requirements such as a coffee machine and iron are clearly very. sit. y. Nat. important to business travellers, however, 73 percent said that where the hotel was located was. io. n. al. er. the number one priority when booking a hotel to stay in during a business trip.”. Ch. engchi. i n U. v. Figure 2: Hotel’s Location. 1. Business Travelers and Their Needs. the research was conducted by Newlio, a market research company,. http://www.worldhotelmarketing.com/blog/business-travellers-and-their-needs/. 5.

(14) 政治大. 立. Figure 3: Hotel’s Location Projected Compare to Other Infrastructures. ‧ 國. 學. 2.3. Hotel’s Size and Capacity. ‧ y. Nat. Table 1: Hotel’s Area. sit. 2.3.1. Area. First Floor. Area (sq.m.). io. al. n. Café*. er. Main Lobby & Reception Area*. Restaurant*. Ch. engchi. i n U. v. 100 50 80. Kitchen, Food Preparation. 50. Storage. 45. Engineering Room. 50. Laundry Room. 60. Toilet (male 25sq.m,female 25sq.m,disorder 5sq.m). 55. Lift & Lift Lobby and Stair. 55. Total 1st Floor Area. 545. Car park & Landscape. 110. Total Land Area. 655. 6.

(15) Second Floor. Area (sq.m.). Fitness Center*. 80. Wellness & Spa. 75. Office for Guests, Computer Rooms. 35. Meeting Room (30sq.m. 2x20sq.m. 5x10sq.m.). 130. Corridor and Stair. 70. Staff Office, Store, Staff Room. 70. Lift & Lift Lobby. 30. Toilet (male 15sq.m, female 15sq.m, disorder 5sq.m). 55. Total 2nd Floor Area. 545. 政治大 3rd-5th Floor (18 立rooms per floor). 280. ‧ 國. 學. Superior Business Guest Room14x20sq.m.. Area (sq.m.). First Class Business Guest Room 4x30sq.m.. 120. Corridor and Stair. 70. ‧. BOH & Engineering room. sit. y. Nat. Lift & Lift Lobby Total 3rd Floor Area. io. n. al. 6th-7th Floor (14 rooms per floor). C Superior Business GuesthRoom e n 6x20sq.m. gchi. i n U. v. 30 545 1635. er. Total 3rd - 5th Floor Area. 25. Area (sq.m.) 120. First Class Business Guest Room 6x30sq.m.. 180. First Class Business suite 2x55sq.m.. 100. Corridor and Stair. 90. BOH & Engineering room. 25. Lift & Lift Lobby. 30. Total 6th Floor Area. 545. Total 6th - 7th Floor Area. 1090. • TOTAL HOTEL AREA. 3815. * See the coming of area from 2.3.3 Estimate Number of Guest Criteria. 7.

(16) 2.3.2. Total Guest Room Number Table 2: Hotel’s Number of Room, Categorized by Room Type Area (sq.m.). Number of room. 55 sq.m.. 4. 30 sq.m.. 24. 政治大 - Floor 7 : 6 rooms 20 sq.m.. 54. Guest Room type • First Class Business Suite Floor 6th - 7th: 2rooms per floor • First Class Business Guest Room Floor 3rd - 5th: 4 rooms, Floor 6th - Floor 7th: 6 rooms • Superior Business Guest Room. 立. Floor 3rd - 5th: 14 rooms, Floor 6th. th. • TOTAL ROOM. ‧ 國. 學. Room. ‧. 2.3.3. Estimate Number of Guest Criteria. 82. sit. y. Nat. The total number of guest room is 82 rooms. The estimation of hotel occupancy rate is 85. io. er. percent; thus, the total number of estimate guests per day will be 70 persons. To avoid an optimistic estimation, we assume the guest will stay one person per room. Using the number of. al. n. v i n C h 62-2001 Standard guests applied to the ANSI/ASHRAE , the standard of ventilation for engchi U 2. acceptable indoor air quality, we can calculate the size of some general areas as table below:. 2. See appendix 6 for the table of ‘Minimum Ventilation Rates in Breathing Zone’. 8.

(17) Table 3: Estimation of Hotel General Area According to the ANSI/ASHRAE 62-2001 Standard Number of Estimate Standard area. Area. Equivalent to hotel area. person Occupancy. (sq.m.) per 100 sq.m.. Restaurant dining rooms = Restaurant. 90%. 70. 89.61. Bars, cocktail lounges. = Café. 70%. 100. 48.79. Gym, stadium play area. = Fitness Center. 50%. 30. 116.17. 20%. 50. 27.88. 70%. 30. 162.63. 治政大 = Office, Comp Rooms 立. Conference/ Meeting Lobby/ Pre-function. = Main Lobby, Reception Area. ‧ 國. 學. 2.4. Hotel Service. ‧. Guest Rooms. sit. y. Nat. io. er. There are three types of guest room provided in the hotel. Guests can enjoy comfort and refresh. al. v i n C hin every guest room, Adjustable lighting scene is installed e n g c h i U a sufficient lighting when working n. the fatigue from long day of work here. Free high-speed Wi-Fi is accessible in every room.. and comfortable and cozy when relaxing are adaptable. Assorted first class mini-bar; coffee, tea and high nutrient snack are provided in room. Hotel guests can enjoy favorite channel on TV and complimentary premium movies on demand.. 9.

(18) Table 4: Hotel’s Guest Room Types First Class. First Class. Superior. Business. Business. Business. Suite. Guest Room. Guest Room. In room free Wi-Fi Assorted high quality mini-bar Free booking private meeting room Online and mobile check-in and check-out Room service privilege. 立. Movie on demand. 政治大. ●. ‧ 國. 學. Spacious Private Terrace. ●. Free booking Separate lounge and dining room. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. 10. i n U. v. ●. ●. ●. ●.

(19) 1. First Class Business Suite. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 4, 5, 6, 7, 8, 9: First Class Business Suite and Room Layout. 11.

(20) 2. First Class Business Guest Room. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 10, 11, 12, 13: First Class Business Guest Room and Room Layout. 12.

(21) 3. Superior Business Guest Room. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 14, 15, 16, 17: Superior Business Guest Room and Room Layout. 13.

(22) Figure 18: Floor Plan the 3rd – 5th Floor There was the survey3 showed that there were only 10 percent of business travelers actually. 政治大. liked to use the business centers for working, while a mere 4 percent used at the lobby; yet, 84. 立. percent of guests prefer staying in their room for their work during a trip. From, this explicit. ‧ 國. 學. result, we have tried our best to create the finest guestrooms, and have been trying to create and increase more personal feel safe atmosphere in other hotel areas such as the hotel business. ‧. center or the private meeting room.. y. Nat. n. er. io. al. sit. Hotel In-House Facilities. i n U. v. We realized that business travelers needed most productive outcome during their business trip.. Ch. engchi. 1. Leisure activities; a professional fitness center is provided on the second floor. Hotel guests can enjoy their exercise from appropriate and sufficient workout machines. In addition, there is Massage & Spa zone on the second floor. Our business travelers can experience the authentic Thai Massage & Spa therapy. With the IT guest management system, guests can see the spa menu and check the availability of therapist and book for their favorable treatment menu in advance online. After arrive at the spa center, guests can. 3. Business Travelers and Their Needs.. http//www.worldhotelmarketing.com/blog/business-travellers-and-their-needs. 14.

(23) easily use the individual QR code to confirm the presence and get access to the spa room. Once again, customer can obtain the special preferential and can choose the option to automatically pay with the room and other services expenses when checkout. 2. Restaurant and Café; Understanding what business travelers’ need during their trip aboard, hotel’s expert chefs is ready to deliver the authentic dish to hotel customers. The restaurant atmosphere is designed for business guests both those who would like have a smooth business talk during their meal and for those who just would like to seek for a. 政治大. good relaxed place with the delicious meal after long day. The homely style fusion Café. 立. located on the first floor is another recommended for sociable gathering place. Guest can. ‧ 國. 學. enjoy their time with perfect beverages and bakeries here. Restaurant and café will service from 6am-12am.. ‧. 3. Shutter service; hotel provide the service private vans to transfer guests to major. y. Nat. sit. destination such as the airport, sky train stations and the exhibition center during the. n. al. er. io. events period. Definitely guest can check and make a booking request from their room. i n U. v. through hotel tablet or their personal device. This service will make sure that guests will. Ch. engchi. not have to spend time waiting for the car. The additional charge for these special services will be automatically recorded in their expense history via the identification QR code. 4. Car rental; hotel can help guests book the car with or without the driver in the specified period of times and with the reasonable price. There will be a special benefit for long length using service. The regular customers can request their driver and car. 5. Translators; guests can check the availability and book the translator service online in the same time as booking the room before departing. The length of the service will be adjustable. It is noted that translators for the special language of translator would have booked in advance. 15.

(24) 6. Meeting room; there are several sizes of meeting rooms. Guest can easily use hotel IT management system to check the availability and book the meeting room online anytime by themselves. They can have a conference with their office or clients, they can use projector for the meeting and Wi-Fi will be provided in each room. 7. Hotel Business Center; every guest can get access to the business centre where there will be support staff all day. It is located on the second floor. Personal computers, facsimile, printer and copy machine are all available in here.. 政治大. 8. Information center; this service is offered for the time limited guests and need the trip. 立. planning service. Guests can just tell their requirement; destination and their time period to. ‧ 國. 學. hotel schedule planner staff, in both for the working and leisure trip, the staff will come up with the proper solution. This hotel staff will keep updating the exhibition information in. ‧. order to provide the right update information to our guests or even to help our guest register. y. Nat. sit. in the event. In parallel to the leisure part, guests can ask for the recommendation for the. n. al. er. io. activities they will be able to do after they complete their work, such as nearby sightseeing. i n U. v. spots in their limited time along with the transportation method. From this service, guests. Ch. engchi. can ensure that they will have the best time during their business trip in Thailand. 9. Free access internet throughout hotel area; the most second important need of the business travelers is the Wi-Fi. From the research of 529 business travelers4, showed that 55 percent of those people ranked the presence of free Wi-Fi in a hotel is their number one concern when looking at the place for their stay during the business trip. This is slightly behind the importance of the quality of suite, which is at 61 percent.. 4. Business Travelers and Their Needs, the research was conducted by Newlio, a market research company,. http://www.worldhotelmarketing.com/blog/business-travellers-and-their-needs/. 16.

(25) Hotel IT Management System We create and apply the IT system to manage, control, and record the data of hotel guests. The process of hotel booking can be done through this IT system. To start with, guests register to be the hotel’s website member, they need to give their information and identification document; for example, foreigners are required to upload the passport in the system. This process will be done in the highest security in our system. As for, choosing and booking the room procedure,. 政治大 can check the room availability in their preference location in real time, and select the payment 立 guests can see the visualization of each type of the room before making a decision. Then, guest. ‧ 國. 學. methods. Right after the payment method has been confirmed, the system will create individually the identification QR code for guests. The code might different from the previous. ‧. time of visit hotel for hotel regular guests, in the case that they change their company; however,. sit. y. Nat. the personal preferences will still be recorded in the hotel system, such as demography. io. er. information and their interested services; all information is kept confidentially. After arriving at. al. the hotel, guests can do the express check-in and do not need to register at the hotel reception. n. v i n C hfor all process during counter, the keycard is not necessary e n g c h i U stay. After guest experience through the hotel services, the quick checkout can be done by only identifying personal code from. personal online device or the provided tablet in each guestroom. Businessmen can ensure that everything will be ready and confirmed before departing. Every customer can use this code to identified themselves throughout all hotel services, since arrive at the hotel until check out process complete.. Hotel guests make use of this IT management system in saving their time with the express check in and checkout system via the QR code scheme. This system will bring about the big step of innovation, since it will optimize guests’ convenience and hotel operation expenditure. 17.

(26) With this system, there will be advantages in many perspectives, for example:. - Hotel can reduce the number of staff in duty. Even though this staff reduction, the staff interaction with guests will not reduce. - Hotel can create more trustworthy and professional image for business guests and client companies. Our system will be proved by professional to be perfection. - Hotel can have all the record of customer, both the personal information, and the service. 政治大 - Hotel can increase the guest satisfaction since it reduces time consumption and more 立 preference records.. ‧ 國. 學. convenience. Guests do not necessary to carry another keycard or do not have to go to wait the available service on site; guests can easily check the available time online, book their. ‧. preference services and then go to use the service at that time.. sit. y. Nat. - Hotel will be easier to keep in touch with customers and their companies, and entirely. io. n. al. er. introduce the privilege to clients in customer loyalty membership program.. i n U. v. The diagrams below show some examples of hotel’s processes which are applied the IT. Ch. engchi. management system, by utilizing QR code:. - Guestroom Booking Process. Figure 19: Diagram of Guestroom Booking Process. 18.

(27) - Meeting Room Booking Process. Figure 20: Diagram of Meeting Room Booking Process. 政治大. Note: The regular guests mean the customers who have been using hotel service, and hotel had. 立. already had their record. It includes the companies which are our partner.. ‧ 國. 學. The irregular guests mean the customers who use our hotel service at the first time.. ‧. - Car Rental Service Booking Process. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 21: Diagram of Car Rental Service Booking Process. 19.

(28) - Massage and Spa Service Booking Process. Using the service. 立. 政治大. Figure 22: Diagram of Massage and Spa Service Booking Process. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 20. i n U. v.

(29) 3. Market Analysis Summary 3.1. Business Hotel Industry The survey5 of 700 business travelers found that the economic downturn over the last five years has changed their business trip behavior. More restrictive travel policies of the company have made business travelers incisive at bargain hunting. It is found that a great value of the trip is the most important factor when booking a hotel. Nowadays, business travelers have more control power over their plan thanks to the sharply increase number of online travel reviews and social. 治政 media, nearly 70 percent say they will choose the saver 大 travel options to avoid raising 立 outstanding expense to their company. 61 percent say they would follow a travel agency brand ‧ 國. 學. on social media in order to learn about travel deals. Fortunately, 85 percent of travelers feel their. ‧. business travel more enjoyable than five years ago. In conclusion, business travelers become more focus in the concept of value and making smarter travel choices for their company.. n. al. er. io. sit. y. Nat. 3.2. Market Size. i n U. v. From the fact that the South East Asia is one of the regions those has a continual great response. Ch. engchi. from investors around the world. Growing in the same trend, Thailand is one of the top destinations to do the business in this region. We use the total available market (TAM), served available market, and target market to calculate the size of the hotel market size as below: . TAM (total addressable market): Number of travelers in arrive Bangkok which is equal to 15,438,415 persons per year.. 5. Economy has changed business travel behavior.. www.successfulmeetings.com//news/research-and-white-papers/economy-has-changed-business-travel-behavior, -survey-shows/. 21.

(30) Table 5: The Number of Thai and Foreigner Visitor Who Travel to Bangkok6 2007. 2010. 2011. 2012. 2013. Average. Thai. 24,325,088. 26,861,095. 28,867,346. 30,269,692. 31,988,047. 29,496,545. Foreigner. 11,628,458. 11,361,808. 14,895,656. 16,915,339. 18,580,855. 15,438,415. All. 35,953,546. 38,222,903. 43,763,002. 47,185,031. 50,568,902. 44,934,960. 立. 政治大. ‧. ‧ 國. 學 y. Nat. er. io. sit. Figure 23: The Number of International Visitor Arrival to Bangkok in 2010-2013. al. v i n C h travelers categorized research deeply into the profile of arrival e n g c h i U by the purpose of travelling. The n. The data from the same resource, Tourism Authority of Thailand (TAT) intelligence center, we. average percentage of visitors who come for the business purpose is 9.36 percent therefore; we can estimate the SAM as below: . SAM (served available market): Number of business travelers in Bangkok which is equal to 1,445,036 persons per year. 6. http://intelligencecenter.tat.or.th:8080/apex/f?p=1:22:0::NO:::. 22.

(31) Table 6: The Profile of Arrival Travelers Categorized by Purposes of Travelling7 2012. 2013. 2014. Average 2012-2014. Value. %Share. Value. Value. Value. %Share. Value. %Share. Holiday. 19,215,090. 85.96%. 23,240,400. 87.55%. 9,854,336. 85.89%. 17,436,609. 86.64%. Business*. 2,138,588. 9.57%. 2,270,168. 8.55%. 1,073,759. 9.36%. 1,827,505. 9.36%. Incentive. 36,058. 0.16%. 70,741. 0.27%. 51,965. 0.45%. 52,921. 0.26%. Other. 964,167. 4.31%. 965,416. 3.64%. 492,821. 4.30%. 807,468. 4.01%. 20,124,503. 100%. 政治大 * Business includes Business, Convention, Meeting, and Exhibition 立 22,353,903. 100%. 26,546,725. 100%. 100 %. 11,472,881. 學 ‧. ‧ 國. Total. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 24: The Average Profile of Arrival Travelers Categorized by the Purpose of Travelling The information from the TAT Intelligence Center shows the average of purpose of travelling for foreigner travelers who come to Thailand during year 2012-2014 that 9.36 percent of the overall tourists who visit Thailand came for business trip, while there are 86.64 percent came for leisure trip and 4 percent came for other purpose such as incentives, shopping, visit relatives 7. http://intelligencecenter.tat.or.th:8080/apex/f?p=1:7:0::NO:::http://intelligencecenter.tat.or.th:8080/apex/f?p=1:7: 0::NO:::. 23.

(32) and medical treatment.. Then we inspected into the accommodation for these visitors to see the result of our target market. There is 83.1 percent of travelers choose to stay in a hotel. The rest of accommodations are guest house and hostel (4.9 percent), stay with friend or relative (6.8 percent), and service apartment or bungalow (7.2 percent). The full table of ‘Table the of tourists behavior in detail year 2013’ is shown in the appendix 5 table the of tourists behavior in detail year 2013. Thus the number of target market will be:. 立. Target market: Number of Business Travelers in this segmentation who will choose a. 學. ‧ 國. . 政治大. hotel to be a place to stay during their business trip is 1,200,825 persons per year, or there will be businessmen around 3,336 persons per day find a hotel to stay in Bangkok.. ‧ sit. y. Nat. 3.3. Customer Segmentation. io. er. According to iHotel Marketer8 categorized purpose of business trip as; business and trading. al. negotiation, participating the meeting or seminar, participating in the exhibition and expo,. n. v i n C h working aboard U coming to service and visit customers, e n g c h i on normal duty, finding new customers. and explore the new market. Therefore, we target our customers in several types as below:. 1. Trading negotiation, meeting, servicing and visiting customers, or finding new customers and exploring the new market. If they are new investors or are now seeking new customers, it would be convenience for them to use our hotel one stop service; advance booking hotel, renting a car with the driver and a capable translator. They also can use hotel amenities;. 8. Categorized the purpose of business trip. http://www.ihotelmarketer.com/index.php?option=com_k2&view=item&id=184:business-market. 24.

(33) onsite mobile phone and meeting room to make appointment calls with their customers who are going to visit with our provided translator. 2. Participating the seminar or exhibition: with the best location where connect to the main exhibition center; we are ready to service business travelers, both exhibitors and participants. This type of guest will stay around one week depend on the length of the exhibition. 3. Working aboard on normal duty: this group of clients always comes for a short trip meeting. 政治大. with a few specific destinations. Approximate length of visit is a week or more, and they. 立. have a schedule and know places to go, these customers probably need a car service.. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 25. i n U. v.

(34) 4. Strategy and Implementation Summary 4.1. Marketing and Sales Strategy The ease of making reservations through the use of technology was very important, 76 percent of business travelers made their bookings online9. The main selling channels of the hotel are categorized into many ways. The highest profit revenue obviously comes from booking by the hotel’s website; yet, the massive revenue would be generated from the online travel agent sites.. 政治大. 1. Hotel’s website: the most profitable significant platform to sell the room is from hotel’s. 立. website itself. The outstanding visualization feature in the website can make the customers able. ‧ 國. 學. to see real picture of each guest room type before making a reservation. In addition, with the special real-time guest room management system, customers can choose the favorite room in. ‧. their preference lactation and floor. The guest room rate from the hotel website would be the. sit. y. Nat. rate parity of other online travel agents; however, hotel’s memberships would instantly be able. n. al. er. io. to get the special privilege from booking and using other services from hotel, including the car. i n U. v. rental service, translator, shuttle service, breakfast, spa service and so forth.. 9. Ch. engchi. Business travelers and their needs.http//www.worldhotelmarketing.com/blog/business-travellers-and-their-needs. 26.

(35) Figure 25: Hotel Website. 學. ‧ 國. 立. 政治大. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 26: Hotel Website on Mobile 2. Online Travel Agents; OTAs: the most important selling channel of the hotel. Hotel will be charged around 20% from the prices those are sold in the website and 7-15 days credit. The prospects website will be various regions for example, Agoda.com, Booking.com, Hotels.com 27.

(36) for Asian, Orbitz, Expedia, and Trip Advisor for Western countries.. 3. Business organizations or chambers: Hotel will cooperate and be a member with several of organizations, bureaus and Chambers those congregate several business event, exhibition and consultant for foreign companies those looking forward to invest in Thailand. For example, MICE, TCBC, and TICA 10 , today, they have successfully created the new community for servicing business people and have had strong and broadly relationship with many of business. 政治大 organization both allocation the advertising expense and membership fee, and will take part in 立 sectors both inside and outside country. Hotel will aim to promote ourselves in those kinds of. ‧ 國. 學. their activities throughout the year in order to have easier access to the prime business travelers from various countries and industrial fields; and also to strengthen the relationship.. ‧. In sum up, nowadays, there are several online tools which travelers can easily to access during. y. Nat. sit. the hotel decision making process. This interesting figure below shows the comparison between. n. al. er. io. the leisure and business travelers prioritize search engine. Surprisingly, the highest number. i n U. v. from business travelers is using the hotel’s website to book the hotel directly.. 10. Ch. engchi. See the appendix 2,3,4 respectively. 28.

(37) 立. 政治大. Figure 27: Online Sources Which Are Typically Used to Plan Leisure or Business Trips11. ‧ 國. 學. 4.2. Competitive Analysis. From researching, we would like to separate the existing competitors into two main categories,. ‧. one is the big chain hotel where they have a capacity to service their guests like as business. y. Nat. io. sit. hotel. Hotel in this type can be categorized in the luxury grade. The other type of existing. n. al. er. competitor hotels is the hotels which are located in the same target area of our hotel.. 11. Ch. engchi. i n U. v. Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012. Base: Use internet to plan. trip. Leisure travelers (2989), Business travelers (1167). http://fredericgonzalo.com/en/2012/09/11/how-travelers-use-online-sources-for-travel-decision-making/. 29.

(38) 4.2.1. The Example of Luxury and Large Hotel in Center of Business Area in Bangkok Table 7: Example Room Rate of Official Hotels for Business Person from BITEC’s Website Hotel. Room Type. Room Rate (USD). Superior Guest Room. 61. First Class Guest Room. 91. First Class Suite. 121. 治政 Standard twin room大 Standard double room. 101. Standard twin. 162. Deluxe Room. 191. 學. ‧ 國. 立. 81. Deluxe River View Room. 221. ‧. Deluxe Balcony Room. 206. 167. Deluxe World. n. al. World Club Executive. Ch. 148. er. io. sit. y. Nat. Deluxe Room. n U e nStandard gchi Executive Suite. iv. 209 288 82. Superior. 94. Executive Suite. 155. Standard. 67. Deluxe Room. 124. Deluxe Room. 148. Banyan Tree Club. 209. One Bedroom Suite. 239. 30.

(39) Hotel. 立. Room Type. Room Rate (USD). Deluxe Room. 145. Executive Room. 158. Executive Studio Suite. 227. Deluxe twin room. 152. Grand deluxe king room. 182. Deluxe Room. 300. Superior Room. 282. One Bedroom suite. 446. Room 政Deluxe治大 Deluxe Grand Room. 297 344. Executive Club. 408. ‧ 國. 學. The table above was considered by the list of hotels from official BITEC exhibition center. ‧. website plus the interesting competitor hotels in Bangkok at this present. Additionally, there is a. Nat. sit. y. ranking of favorable business hotel from popular hotel search engine website, Bangkok hotel. n. al. er. io. website, which has been giving a rank of ‘The Best Business Hotels in Bangkok’12 including the brief introduction about each hotel as following:. Ch. engchi. i n U. Grand Millennium Hotel Sukhumvit Bangkok. v. (4.5 stars). The contemporary Thai and boutique design hotel located less than 300 meters from the center of the connection between the Bangkok sky train and Bangkok metro system. Full service spa, fitness center and outdoor pool are provided for hotel guests.. 12. http://www.bangkok.com/business-hotels.htm#promo. 31.

(40) Park Plaza Bangkok Soi 18. (4 stars). With its futuristic, sleek style, lies in the heart of Sukhumvit district where is the area of the central of shopping center and thriving nightlife at bars and clubs. Guests can enjoy their stay in comfortable rooms with all area free Wi-Fi, flat-screen TV and premium grade mini-bar.. Amari Watergate Bangkok. (4stars). The hotel is located in the center of Bangkok; guest can travel to many tourist attraction places.. 政治大 enjoy beautiful scenery of the skyline on the roof top of the hotel. In each guest room all guest 立. A luxurious respite from the busy day, hotel guests can relax beside the lagoon shape pool while. ‧ 國. 學. can unwind with the free Wi-Fi accessibility, mini-bar and watch a movie on the flat-screen TV.. Banyan Tree Bangkok. (4.5 stars). ‧. Located in Bangkok's Silom-Sathorn area, get away with the chaotic zone from central of. y. Nat. sit. transportation, guests will enjoy an expansive green-space and urban landscape. Guests will. n. al. er. io. love 360 degree view, open air roof top restaurant. Guest rooms are decorated with rich,. i n U. v. textures and stylish interior. Other perks include free parking, and outdoor pool and health spa.. Ch. engchi. The hotel also offers Thai cooking classes taught by professional chefs.. Novotel Bangkok Ploenchit Sukhumvit (4 stars) Since the hotel’s location is one of the middle of business area central of Bangkok, the sky train connection right in the front of the hotel, there will always be the seminar hold in the hotel. The compact design of the hotel can optimize the area of the hotel. Streamlined design and plenty of perks makes these guest rooms a smart choice. Free Wi-Fi and satellite TV keep you up to date. Guests can start the day with the coffee and mini-bar, and comfort the late night with the bath. 32.

(41) Centara Grand at Central World (4.5 stars) The luxury hotel with has one if the biggest high level department store downstairs. The most convenience location where connect to the many tourist attraction places. The hotel is a modern inner city with luxurious amenities that include a health spa, free Wi-Fi, and free valet parking. Hotel has the panoramic views at the sky bar on the 55th floor.. Dusit Thani Bangkok. (4.5 stars). 政治大 area in Bangkok is. Hotel also located close to the Lumphini Park where one of the big green 立. Hotel is located between the sky train and the subway connecting station where the center office. ‧ 國. 學. area in the central of city. Guests can go to the department store or explore the most famous night market by walking. Relaxing spa and pool are ready to service. There are eight onsite. ‧. multinational restaurants, including the roof top bar which is the climax of the hotel.. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 28: The Positioning Map Business Hotels in Center of Business Area in Bangkok. 33.

(42) 4.2.2. The Example of Various Grades of Hotel nearby BITEC Exhibition Center. Hotel. Distance. No. of. Price. (km)*. Room. USD. 1.9. 400. 37. 6.9. 13. 37. 1.1. 146. 40. 4.1. 271. 27. 50. 24. 198. 94. er. Table 8: Example Room Rate and Size of Hotels nearby BITEC, Ranked by the Distance13. 3. 79. 60. 7.3. 240. 34. 2.2. 15. 60. 1.5. 50. 47. 6.8. 478. 49. Address & Contact E-mail. Avana Bangkok Hotel. Bangna Trad Rd., Km.2 www.avanahotel.com. BACC Serviced. Srinakarin, Nongborn, Pravet, Bangkok. Apartments. www.bacc.co.th. Brighton Suite. Sampawut Road,Bangna,Bangkok. 政治大 www.brightonbangkok.com 立. Convenient Park Hotel Sukhumvit 64. ‧ 國. 學. www.convenientpark.com. CS Residence. Bangna-Trad Rd., Bangna Bangkok. 5.2. ‧. www.csresidence.com. 8.5. y. sit. Srinakarin Hotel. Srinakarin Rd., Nongbon, Pravet. Nat. Dusit Princess. www.dusit.com. Golden Pearl. io. Residences. www.goldenpearlhotel.com. King Park Avenue. Srinakarin Rd., Nongbon, Pravet. Hotel. www.kingparkavenue.com. Lasalle Suites & Spa. Sukhumvit 105, Bangna, Bangkok. Sukhumvit soi 101/1. n. al. Ch. engchi. i n U. v. www.lasallesuite.com Lily Residence,. Sukhumvit 68, Sukhumvit Rd., Bangna. Service Apartment. www.lilyresidence.com. Maple Hotel. 9 Srinakarin Rd. Bangna www.maple-thai.com/. 13. http://www.bitec.co.th/hotel-app.php. 34.

(43) Distance. No. of. Price. (km)*. Room. USD. 5.9. 284. 94. 3.1. 72. 20. 6.3. 40. 30. 7.4. 162. 34. 3.4. 90. 40. 學 1. 31. 57. ‧. Hotel. 79. 59. 244. 89. v 14.8. 278. 87. 17.6. 223. 150. 18.7. 170. 54. 16.1. 465. 87. Address & Contact E-mail. Novotel Bangna. Srinakarin Rd. http://www.novotelbangnabangkok.com. Romance Service. Srinakarin Rd.near Novotel Bangna Hotel. Apartment IV. http://www.romancebangkok.com. Romance Serviced. Apiwat Srinakarin Rd.near. Apartment. http://www.romancebangkok.com. The Heritage Hotels. 7/149 Moo 1 Srinakarin 40 Road. Srinakarin. www.theheritagesrinakarin.com. 政治大 Soi Barring 6, Sukhumvit Soi 107 立. The Monmanee. ‧ 國. www.monmaneehotel.com Bangna Soi 4, Bangna Trad Km.1.5 Rd.. Service Apartment. www.thomsonresidence.com. Grand Lord (boutique). Srinagarindra 26, Suanluang Bangkok. Hotel. www.GrandLoardHotel.com. io. y. http://www.jasmineresortbangkok.com. al. n. Best Western Premier. sit. Sukhumvit 67-69,Wattana,Bangkok. 10. er. Jasmine Resort Hotel. 9.8. Nat. Thomson Residence. i n U. 68 Kingkaew Rd,Bangplee,Samutprakarn. Amaranth Suvarnabhumi. Ch www.amaranthhotel.com engchi. Lemeridian. Bangna-Trad Rd. Km10.5 Samutprakarn. www.lemeridiensuvarnabhumi.com Miracle Suvarnabhumi King-kaew Rd., Bangplee, Samutprakarn www.miraclesuvarnabhumi.com Grand Fourwings. Srinakarin RoadHuamark, Bangkapi. Convention Hotel. www.grandfourwings.com. From the information above, we can see that almost of the existing hotels those have capability to serve business persons are located in the central of Bangkok area. For the hotels that have. 35.

(44) been operated and mainly focused on the exhibition center or surrounding province are small and local hotels, and business travelers need to travel between the central area of city to the exhibition center or surrounding province to meet their clients. Thus, we can see the opportunities that there are very few direct competitors. The location is the most advantageous for us because of the ease of transportation and the distance which are in between the exhibition center, but next to the express way to city and sky train system.. 政治大 competitors, luxury and large hotel in center of business area in Bangkok and various grades of 立. The table below is the summary of the price range from the existing two main groups of. ‧ 國. 學. hotel nearby BITEC Exhibition Center.. Table 9: Comparison Price of the Competitor Hotels. Exhibition Center. location in Bangkok. 81-110 111-150 Total (USD). y. sit. Number of Room. % 14. 53.85. er. al. n. 51-80. io. Number of Room. 20-50. ‧. The business hotels in center. Nat. Price (USD). The hotels nearly the BITEC. v i 5 19.23 n Ch U e6 n g c h i23.08. % 0. 0.00. 2. 7.69. 3. 11.54. 1. 3.85. 5. 19.23. 26. 100. 10. 38.4615. 36.

(45) 4.3. Strategy Diamond Analysis Arena Economic Logic. 1 Business hotel, fully equip with the business facility, most. 1. Located out from the city, yet transportation is very. focus on create the space that is cozy modern atmosphere.. convenience, hotel has lower land cost, so it can charge lower.. 2. Hotel guest rooms are wide range of business guests, in both. 2. There must be the demand from the luxury guests who willing to pay more and need to stay in this location, they can. 立. choose the higher service and room type. 政治大. short and long term of stay. 3. Located between two main roads of Bangkok, and the express way to city, very close to sky train station 4. Business travelers in all kind of business transactions are our. y. code on electronics devices.. al. n. oneself to use all hotel services.. io. 1. Providing personal QR code to identify. 6. Replace the key card room access control system by QR. sit. Differentiation. check, book and pay online, including express check-in / out. Nat. location.. 5. Apply the IT management system, guests can conveniently. er. branch, we propose to study the second. target customers. ‧. 2. Five years of operating the first. ‧ 國. 1. We are ready to start the project. 學. Staging. Ch 2. The system will record guests' service history, plus personal preference. 3. Guest will do the onetime payment of every service when check out.. i n U. v. e n g c h iVehicle. 1. Hotel capital comes from owner equity plus loaning from the bank.. 4. Guest can enjoy special privileges on customer royalty program. 2. Hotel guests are the exhibition attendees and exhibitors, business. 5. Hotel is modern and cozy atmosphere design, different from office. travelers who come for their business both in Bangkok or surrounding. atmosphere stress, but office facility in hand.. and Eastern of Thailand where there are other main industrial zones.. 6. Hotel has strong competitive price offer.. Figure 29: Strategy Diamond Analysis 37.

(46) 4.3.1. Arena -. Which geographic areas?: Hotel location will take around 40 minutes from the airport,. half an hour to the central of city, the location of the hotel is the intersection between Sukhumvit and Bangna-Trat Road, two main roads of Bangkok, and the express way to city. Guests also can easily travel into and out of the city in a short sight by private car and taxi. For those who would like to avoid the heavy of traffic or do not use any car rental service can simply walk to sky train station from the hotel.. 政治大 From the first operating of Bangkok sky train system on 5th December 1999, right now the 立. ‧ 國. 學. second phase that is passing this exhibition center has been operated since12th August 2011. Today the third phase which will connect Bangkok to more out-bond area is now constructed. ‧. and will be open to service in 2016. From this information, it shown that the government does. sit. y. Nat. not stop developing the infrastructure to help connect Bangkok to other cities in order to. io. al. n. -. er. strengthen Thailand economics in the near future.. i n U. v. Which market segments?: Our hotel target customers are the business travelers who come. Ch. engchi. to Thailand in all kind of business transactions. Hotel guest rooms are ready to service wide range of business guests, the higher level of management level and the company staff. In the short and long term of stay. -. Which product categories? Hotel’s service category is business hotel, fully equip with the. business facility yet in cozy modern atmosphere where guests can feel relax after their long day. -. Which value-creation stages? Hotel is implemented the proficient and reliable IT. Management Innovation. Guests can conveniently check, observe, book and pay online before departure. With the intelligent IT Management Innovation, much more convenience and reliable than the existing system in hotel business. Guests can complete everything in very short 38.

(47) time before leave their country, including the express check in and checkout system and replace the key card room access control system by QR code on electronics devices system.. 4.3.2. Differentiation -. Customization? Providing the identification system, QR code. Guests can experience. throughout all hotel services via QR code on the online device and no need any card. Moreover, this system will have the guest service history, guest can enjoy the privilege on customer royalty. 政治大 Image? The modern and cozy atmosphere is the first priority of the hotel requirement 立. program and integrate the payment system only one time when check out. -. ‧ 國. 學. concept. Guest can feel at ease when they come back from work. Guest will feel different from the office atmosphere stress, but office facility in hand.. Price? Hotel has strong competitive price offer compare to other luxurious business hotels. ‧. -. sit. y. Nat. in the central of city. Instead of using extravagant in decoration, hotel will be decorated with the. io. er. special simply but elegant design. This will well create the higher image for the hotel with lower budget of interior investment.. n. al. 4.3.3. Vehicle. Ch. engchi. i n U. v. The capital of the hotel will come from owner equity plus loaning from the bank. The management team will be experienced team who will monitor and manage the hotel to be in the proper way. Right now there are more and more evident that the residences in this area will grow up. The supportive location of hotel can help guests easily travel to both the capital and the eastern part of Thailand where many of Industrial Zones are located.. 39.

(48) 4.3.4. Staging -. Speed of expansion? After the five years of operating the first branch of the hotel, we. purpose to start to study feasibility of constructing the second branch. The location will depend on the market research in next five years. -. Speed of initiatives? Why not now? Although, real estates in Bangkok has been booming. for many years, at the same pace, government has been rapidly developing many infrastructures, the ones that affect to our case are the sky train system and the express way which are very. 政治大. useful to travel from outskirt area to the downtown. Merely, we cautiously develop follow the. 立. plan and watch out the trend of market trend. Additionally, BITEC has announced that it is. ‧ 國. 學. developing further venues and will be completed by the end of 2015. The additional phase will make BITEC’s place as one of the leader choice for many exhibition fair in Thailand. In the. ‧. opposite direction to IMPACT exhibition center, currently the largest exhibition center, the. y. Nat. sit. board director had announced that they are now constructing the hotel in the exhibition center. 4.3.5. Economic Logic -. al. n. participants.. er. io. area. This will create a higher entry barrier for other individual hotel to reach the exhibition. Ch. engchi. i n U. v. Hotel is located out from the central of city, so it has lower land cost, as a consequence,. hotel can charge lower. This can attract many customers; however hotel will apply another economic logic to high level businesspeople those have willingness to pay for our extra service or upgrade their guestroom. -. Although we do not positioned ourselves as a luxury hotel, we still keep an image of a high. standard hotel in order to be worth to be considered, since customers perceive we offer the well-situated location for them to work.. 40.

(49) 4.4. Growth Strategy After having first branch in the distinctive site, hotel can build the brand recognition quicker and easier than entering into the locations where are the red ocean market like near Sukhumvit Road where the Queen Sirikit National Convention Center is located, or where the biggest exhibition center of Thailand, Impact, Muang Thong Thani, Nonthaburi, is located. After experienced in the first branch for five years, hotel’s owner will look forward to operate. 政治大 only earning the benefit from the lower fixed initial cost which we can rotate some resources, 立 in those two spots and other business and industrial zones in Thailand. Our advantages are not. ‧. ‧ 國. 學. but we also can have more negotiation force to the supplier of the hotel.. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 30: Hotel Propose Location. 41.

(50) 4.5. Hotel Organization Structure. 學 ‧. ‧ 國. 立. 政治大. sit. y. Nat. Figure 31: Hotel Organization Structure. n. al. er. io. The detail number staff in each position will be shown in section 6.1.1 fixed cost.. Ch. 1. Hotel customer management team •. engchi. i n U. v. New customer seeking and brand & communication. This function is responsible for seeking new customers and taking care of the hotel image. To seek for the new customers, most of the hotel’s contacts should pass this department before be signed in order that hotel will be able to keep the standard •. Customer relationship management & complaint handling. This function is created in order to keep relationship with customers especially cooperate level. Keep update the hotel promotions and introduced new packages to previous clients. Moreover, to do the update and follow up with the review from customers in the social media and OTAs 42.

(51) also be the things that hotel cannot be ignored since today there are more and more customers use the review feedback to be reasons in making a decision. •. Sales & promotion. This job function is to launch the promotion which will be suitable for hotel situation in market •. Outsource service. This part works by contact and manage the car rental and the translator. •. 政治大 Event update, Corporate & Develop relationship with outside organization and bureau 立. ‧ 國. 學. These two functions work very close to the each other. The event update is responsible for considering which event hotel should participate to enhance our sell and update the event or. sit. y. Nat. TICA, TCBC.. ‧. exhibition fair, where most of the event in this industry, are related to our partners such as MICE,. n. al. er. io. To sum up, the hotel customer management team composes with one senior and three assistance staff, one shift per day.. Ch. engchi. i n U. v. 2. Hotel front office team •. Reception & cashier. •. Reservation & call center. Although almost all the hotel system is online, there need to be someone to standby and assist customers. Additionally, the for the guest who are not willing to use a credit card in making a payment, there will be hotel staff service at the reception area. •. Outsource reception. 43.

(52) Everything can be done online even number of the car that will service them, however, we will provide the standby staff to help resolve the problem. Guest will not need to worry about the unexpected event with their driver or translator in rush time. •. Bell boy. The first impressive of our guests has to depend on these persons, say greeting and goodbye to every guests and recognize guests very well are our outstanding concerned.. Security guard. •. Traffic control. 立. 政治大. 學. ‧ 國. •. This position will protect the unexpected event and assist guest in transportation system.. House keeping. ‧. •. sit. y. Nat. Maids will have classic style uniform with the neat cleaning device. Every time when guests see. io. al. er. maid, they will feel comfortable and clean. Moreover, maid will be trend to pay attention to all. n. of the guests and say greeting to guest at the first time of meeting in a day. •. Business center staff. Ch. engchi. i n U. v. This position staff are service I business center. They are all well trained to have a great service mind and can speak English very well.. More than 30 staff in this team and all of the hotel front office team has three shifts per day except housekeeping and business center staff those have two shift.. 3. Hotel back office team Staff in this team do not contact with the guest directly, their job functions are support internally. 44.

(53) •. Financial & accounting take care of hotel’s financial & accounting work in the hotel.. •. Human resource takes care of hotel’s human resource department.. •. Marketing and business development. This two job functions work close with ‘New customer seeking, brand & communication, sales & promotion, and customer relationship management & complaint handling’. This team will review result and keep updating and improving the project, and support in R&D before and lunching each campaign. •. 立. IT system staff. 政治大. ‧ 國. 學. We cooperate with specialist outsource company to create the system and server at the very beginning. Since the system is one of the most critical functions of hotel service, we have. sit. Purchase. n. al. er. •. io. Inventory & Stock. y. Nat. •. Take care of hotel’s Inventory & Stock and Purchase. •. ‧. experienced team to service and review at hotel all time.. Ch. engchi. i n U. v. Engineering & maintenance staff. Engineer team will standby and maintenance hotel in a good conditions. •. Laundry. Take care of all cloths washing such as blanket, towel and sheet for guest room.. Around 15 staff service in this team and all of the hotel back office team is a one-shift per day except engineering team will have two shifts.. 45.

(54) 5. Financial Plan 5.1. Hotel Cost and Revenue 5.1.1. Fixed Cost Table 10: Hotel Fixed Cost 1. Estimate Cost of Construction &Interior. USD 2,021,333. Structure (533 USD ** per sq.m.). 626,613. Interior (31%*** from construction cost). 政治大. Landscape Kitchen equipment. 立. 6,061 12,121. Café equipment. 6,061. ‧ 國. Main Spa & Detached Treatment Room equipment. 學. Fitness Center equipment. ‧. Design and Consulting fee. 24,242 USD. y. Nat. Land Cost*. 1,515. 793,939. sit. 2. Land Cost. 21,212. 2,694,916. io. er. Total Cost Of Construction & Interior& Property. *, **, ***: the estimation of the land and the relation between. n. al. Ch. i n U. v. construction and interior cost are followed by Thai Appraisal price.. engchi. 3. Estimate Cost of Initial Operation Hotel Management System. USD 1,515. Website Development & Maintenance. 909. Working Station cost office computers. 3,030. Working Station cost for restaurant, café, fitness, spa. 3,030. IT System development, Server Hardware. 6,060. Fire Protection System. 4,545. Public Address System. 2,424. Total Initial Operation Cost. 21,515. 46.

(55) 4. Estimate Payroll Number. Number. wages/. Total. of shift. of staff. person (USD). (USD). • Brand Development• CRM• Corporate with. 1. 1. 1,515. 1,515. Outside Organization• New Customer Seeking. 1. 3. 606. 1,818. Hotel Staff. - Hotel Customer Management. - Hotel Front Office. 2. 606. 3,636. • Bell Boy. 3. 3. 303. 2,727. • Security Guard • Traffic Control. 3. 1. 273. 818. • House Keeping. 2. 6. 273. 3,273. • Business Center Staff. 2. 1. 303. 606. 1. 1. 1,212. 1,212. i v1 n U. 909. 909. 1. 909. 909. ‧ 國. 立. y. Nat. al. n • Financial & Accounting • Human Resource. Ch. 1. e n g c h1i. er. io. sit. - Hotel Back Office • General Manager. ‧. 3. 學. 政治大. • Reception-Cashier • Reservation- Call Center. • Inventory & Stock • Purchasing. 1. 2. 364. 727. • Engineering & Maintenance Staff. 2. 2. 606. 2,424. • Laundry. 1. 3. 273. 818. 47.

(56) Number. Number. wages/. Total. of shift. of staff. person (USD). (USD). • Captain. 2. 2. 758. 3,030. • Chef & Assistance. 2. 4. 545. 4,364. • Restaurant Waiter. 2. 6. 273. 3,273. 2. 2. 273. 1,091. 2. 1. 303. 606. 364. 2,182. 364. 727. 364. 727. v3. 303. 909. 1. 515. 1,545. Hotel Staff. - Restaurant (6am-10pm). 政治大. • Cleaner. 立. • Cashier. 2. 3. • Bakers. 1. 2. 1. 2. Nat. • Order taking & Barista • Café Waiter. - Fitness Center (24hrs). sit. er. al. n. • Therapist. io. • Reception Spa. y. - Wellness & Spa (3pm-11pm). ‧. ‧ 國. 學. - Café (7am-10pm). Ch. 1. engchi. • Trainer. 3. i n U. Total Payroll (USD per month). 39,848. Total Payroll (USD per year). 478,182. TOTAL FIXED COST (at the first month 1+2+3+4). 48. 3,988,533. USD.

(57) 5.1.2. Variable Cost Table 11: Hotel Variable Cost 1. Hotel. per day. per month. per year. Guest Room Facilities (amenities or guest supplies). 1.52. 30.3. 364. Cleaning Sheet & Towel. 3.64. 72.7. 873. Total cost per one room. 5.15. 103.0. 1,236. Total rooms 85% occupancy. 359*. 5,914. 70,967. per month. per year. 8,076. 96,909. 2. Shop. 立. - Restaurant. 政治 per大day. Bakery and Food Ingredient and Beverage. ‧. ‧ 國. - Café. 學. 404*. Food Ingredient & Beverage (Breakfast & Lunch). 75*. 17,891. 606. 7,273. 10,173. 122,073. per month. per year. Internet Expense. 61. 727. Telephone Expense. 152. 1,818. Electricity Expense. 909. 10,909. Water Usage Expense. 303. 3,636. Miscellaneous. 303. 3,636. 1,727. 20,727. Nat. 1,491. 3. Cost of Utilities. al. n. Total shop cost. 30.0*. er. io. Therapies Ingredient & Utilities. sit. y. - Main Spa & Detached Treatment Room. Ch. engchi. Total Utilities cost. 49. i n U. v.

(58) 4. Marketing& Promotional Expense. per month. per year. Membership with tourism Chamber, Organization and website.. 152. 455. In-house Advertising • Printing Media in hotel ex. billboard, poster. 91. 273. Sale & B2B Wholesaler Commission • Voucher for promoting hotel. 606. 1,818. Total Marketing& Promotional cost. 848. 2,545. 5. Outsource Expense Car Rental (10 guests will use service/day) Translator (5 guests will use service/day). 立. per day. per month. per year. 39. 394. 6,303. 75,636. 2,424. 29,091. 8,727. 104,727. 27,390. USD. 4,317,229. USD. 政 30治 152 大. 學. ‧ 國. Total Outsource cost. cost. Total Variable Cost per month (1+2+3+4+5) Total Variable Cost per year (Fixed + Variable). ‧. *: see following calculating cost of goods sold for guest room unit, restaurant, café, and spa.. y. Nat. er. io. sit. Given the condition of Total Guest Room is 82 rooms, Occupancy Rate of the hotel is at 70%, and we will calculate the day of working around 20 days per week. (Note: to use 22 days per. al. n. v i n month may be too pessimistic so for estimate for the guest who stay CIhhave used 20 days engchi U longer than a week). Table 12: Hotel Guest Room Revenue Number of. Revenue at 70%. Rate (USD). Room. occupancy rate (USD). • First Class Business Suite. 121. 4. 338.8. • First Class Business Guest Room. 91. 24. 1,528.8. • Superior Business Suite. 61. 54. 2,305.8. 82. 4173.4. Room Type. Total. 50.

(59) Table 13: Detail Cost and Revenue of Each Source of the Hotel Revenue (USD). Cost (USD). Source of cost and revenue. per day. per day. per month. per year. 296. 4,648. 92,970. 1,115,636. 7,455. 89,455. 3,727. 44,727. • Hotel Guest Room Guest room facility cost & income estimate • Breakfast Estimate Ingredient 50% of the sell. 50%. Estimate Breakfast 7.57 USD per person. 7.57. 政治217 大 • Lunch & Dinner (per day) + Outside guests 立 Estimate 50% of Guest will come 50% Lunch & Dinner cost & income estimate. 186. Nat. • Café. 50%. Estimate spend for person 4.54 USD. 4.54. io. Estimate 50% of Guest will come in a day. n. al. Estimate Ingredient 40% of the sell. Ch. 40%. e n g c h75i. Food & Beverage cost & earning estimate • Spa. Estimate 10 Guest per day (1 hour service). 373. y. 50%. sit. Estimate Ingredient 50% of the sell. er. 9.09. ‧. Estimate 9.09 USD person include alcoholic drink. 學. ‧ 國. Breakfast cost & income estimate. iv n U 186. 10. Estimate spend for person 15.15 USD. 15.15. Therapist, Spa Ingredient cost & earning. 30. 152. 3,030. 36,364. 394. 485. 96,970. 1,163,636. 5 guests will use the service. 152. 182. 18,182. 218,182. • Total. 1,350. 6,026. 222,333. 2,668,000. • Car Rental 10 guests will use the service • Translator. 51.

(60) 立. 政治大. Figure 32: Hotel Fixed Cost Proportion. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 33: Hotel Variable Cost Proportion. 52.

(61) 政治大. Figure 34: Hotel Revenue Proportion. 立. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 53. i n U. v.