Introduction: – Founded in 1971, since then, Shangri-la Hotels and Resorts has developed consistantly to become one of the world’s finest hotel companies nowadays. It has received numerous positive feedbacks from customers and awards. – We are going to discuss about the characteristics that affecting consumer behaviour and how Shangri-la has succeeded fulfilling them. ? Cultural factors: – Not many people know the fact that the first Shangri-la hotel was established in Singapore.
Therefore, the hotel has also adopted the Asian style for its overall concept. – The Asian characteristic reflects clearly in Shangri-la’s cosy, “home away from home” environment. Furthermore, the Shangri-la’s ‘S’ logo not only resembles uniquely Asian architectural forms, but also suggest majestic mountains reflected in the waters of a tranquil lake. – One of the unique Asian services offered by Shangri-la is the famous ‘CHI Spa’. In traditional Chinese philosophy, ‘chi’ or ‘qi’ is believed to be a force that controls wellbeing and personal vitality.
The spa’s treatments include a variety of Asian and Thai style of body massage, exercise, hydrotherapy… to assist ‘chi’ flow freely within the body to maintain good health as it is the CHI spa philosophy. ? Social factors: – A consumer’s behaviour can be affected by their belonging groups and also their social roles and status. Take business traveller for example. They can afford high quality services as their expense is going to be paid by the companies. Business travellers are the representative of one’s company so that there is no other choice than deluxe hotels to create and maintain the image of the company. Furthermore, Shangri-la Hotels are suitable venues for organizing various kinds of business events, from a small meeting to a significant seminar. There is a Corporate Engagement Package which includes all necessary facilities and services for a successful meeting, ex: complimentary wifi, LCD projector, 20% discount on Business centre services, whiteboard and flipcharts, a buffet lunch,… ? Personal factors: – Personal factors refer to the buyer’s age, life stage, occupation, lifestyle, etc.
Therefore, in order to successfully fulfil various needs and wants of customers, there are numerous long stay offers and packages which often include complimentary daily breakfast as well as discount on usage of laundry and business centres… as business travellers are Shangri-la’s target market. However, in some Shangri-la Hotels such as Bangkok, Singapore, there are also some various kinds of family rooms. For example, Wing Family Room in Bangkok offers separate living room with wooden furnishings and a wonderful view of Chao Phraya River. Psychological factors: – Shangri-la Hotels’ competitive advantage is that its service model based on the traditional Asian hospitality. Even though Shangri-la is now expanding its market worldwide, including Middle East, Europe, etc. it still maintains its concept as a luxury hotel with distinctive Asian standards service. It can be seen clearly in their slogan “Hospitality from the heart” that the hotels’ mission is to prioritize and fulfil customers needs and wants in exchange for their loyalty.
Moreover, Shangri-la also has its own Shangri-la Academy offering a special training program for its own staffs focusing on five core values of Shangri-la Hospitality: Respect, Humility, Courtesy, Helpfulness and Sincerety. References: . Shangri-la Internation Hotel Management Ltd. 2012. Shangri-la Hotels. [online] Available at: http://www. shangri-la. com/corporate/about-us/our-brands/shangri-la-hotels/. [Accessed November 22 2012] . Shangri-la Internation Hotel Management Ltd. 2012.
Company milestones. [online] Available at: http://www. shangri-la. com/corporate/about-us/milestones/. [Accessed November 22 2012] . Shangri-la Internation Hotel Management Ltd. 2012. Shangri-la Culture. [online] Available at: http://www. shangri-la. com/corporate/about-us/shangri-la-culture/. [Accessed November 22 2012] . Mohd Rizal Kismath Batcha. 2007. Shangri-la Hotels Marketing Analysis. [online] Available at: http://www. scribd. com/doc/3903459/Shangri-La-Hotel. [Accessed November 22 2012]