SWOT Analysis on Hilton Hotel ATTN Quality

Created By SARA BITZER on Monday, March 12, 2012 5:20:57 PM EDT

The Eden Roc

Strengths:

Brand Awareness: The Eden Roc is a Renaissance property which falls under the Marriott International Brand. Belonging to such a large brand gives the Eden Roc many benefits including additional advertising, demand from brand loyal customers, ease of obtaining funds from financial institutions, name recognition, etc.

Location: The Eden Roc is located on South Beach close to other well-know hotels such as the Fountaineau and the Lowes Hotel. Proximity to well known hotels stimulates overall demand to the area. The Eden Roc is located on the beach which gives it a competitive advantage to other hotels in Miami.

Facilities: The Eden Roc was renovated recently, giving them new and improved facilities including a new tower. The property also includes multiple pools, with an adult-only pool that caters to their target market. The property has ocean front ball rooms to entice group business.

Weakness:

Bad press of the area will keep tourists away. Recent tragedy's such as shootings and injuries will hurt the reputation of South Beach as a destination resulting in decreased demand.

New competitors are constantly entering the field and pulling demand away from the hotel. The new cruise ships that went to Fort Lauderdale pulled stopover tourists from the Miami area.

Steep Competition along south beach makes the Eden Roc extremely vulnerable to price wars of the other hotels along the beach.

Improving economy will motivate more tourists to spend money traveling abroad as opposed to stay close to home.

Opportunities:

International travelers - Many flights from international countries stop in Miami. The Eden Roc could increase their occupancy by catering to these groups

Increased demand from locals - as the economy continues to improve, the Eden Roc can advertise to local guests for quick last minute getaways to fill in any gaps in occupancy.

Threats:

Terrorist threats - As seen in the news, different terrorists may target well known brands in well-known cities for attack. The Eden Roc is a apart of a well known brand in a well known destination and should take this threat seriously.

Loss of customers to competitors - customers can easily defect from the Eden Roc and walk to the next nearest competitor. The Eden Roc will have to ensure their customer service levels are high in order to keep their guests happy.