Marketing Audit and set Marketing Objectives for Holiday Inn Essay

Marketing Audit and set Marketing Objectives for Holiday Inn - Essay Example The report will highlight how Holiday Inn can utilise its strengths to exploit opportunities such as high growth in business and leisure travel, emerging Asian markets and advancements in technology in attaining its mission. The company should increase its market presence in Asia, increase the bed occupancy levels and offer additional physical evidence in its services. The hotel faces significant threats due to stringent visa and travel regulations due to diseases such as Ebola, possible terror attacks and high competition in the domestic market. Holiday Inn Inc is a global brand of hotels that forms part of InterContinental Group of Hotels and hosts more than 100 million guests annually (Russell & Cohn 2012). The hotel brand is recognised for its superior quality service, comfort and customer value since it offers differentiated services in its more than 1,200 hotels and 219,000 hotel rooms across world (InterContinental Hotels Group 2012 annual report, 2014). The Holiday Inn chain of hotels and resorts comprises of Holiday Inn, Holiday Inn Club Vacations, Holiday Inn Resort and Holiday Inn Express has grown to become the largest midscale hotel by the number of rooms (Lee 2007). The hotel chain offers high-rise and full size plat hotels and the low-rise and full-service hotels that offer additional customer services such as room service, exercise facilities, comfortable rooms and restaurants (Onkvisit and Shaw 2004). Most of the hotels are conveniently located in the major cities, airports, and roadways in order to cater fo r the business travel needs (Russell & Cohn 2012). The global hospitality industry has remained resilient despite the recent challenging economic conditions occasioned by the Eurozone crisis and financial crisis in USA and UK markets (Yu 2012). In 2012, the industry revenues per available room (RevPAR) increased by 4.5 percent in 2012 (InterContinental Hotels Group 2012 annual report, 2014). The