How does the business operate on a daily basis?
The Hotel operates as a TGCSA approved four star Hotel, Spa and Conference Venue.
How are the clients attracted to the business?
Marketing is extensive and is carried out on a daily, weekly, monthly and yearly basis dependent on the distribution channel being targeted. This is coupled with On Line presence interactive platforms like GDS and IDS systems linked to the on site point of sale system. In addition, a specialist company is engaged to ensure the Hotel and its offerings are kept current and in line with market trends locally, regionally and nationally via online campaigns and social media networks, all derived from the 10 yr client databases and exterior relationships with corporate and leisure markets. There is a dedicated sales person who maintains these relationships and travels extensively to find new market opportunities.
Does the business have any contract work?
There is a corporate and leisure client database that supplies a continuous return business segment that uses not only the conference facilities but also the rooms and food and beverage facilities all year round. The contracts are made available at guaranteed best rates against volume of usage over a period of time and/or against supply and demand peak periods. The hotel has secured a large share of the market from the direct business hub located within the surrounds and therefore secures annual contracts on a continuous basis.
What competition exists?
Competitive analysis of rates and services are carried out every 2nd month to ensure Market Penetration is optimal. This hotel is the largest provider of accommodation in the immediate area and also has healthy relationships on a referral basis with 4 other same or lower graded accommodation facilities within the immediate surrounds. These facilities are running healthy occupancies but do not have the superb location this Hotel offers.
What are the seasonal trends?
Cape Town has its traditional variable seasons of Winter, Autumn, Spring and Summer but this hotel does not experience the severe highs and lows associated with such seasonality due to the large portion of corporate clientele mix. In addition, travel that combines business and leisure - "bleisure" - is becoming increasingly popular. Fans of these types of trips report that it helps them to work more effectively, takes some of the stress out of business travel and keeps them more relaxed while away from home. Hotels that offer the best of both business and leisure facilities have the competitive edge when it comes to attracting these tourists and this hotel has established itself in this niche market due to its serene location and facilities.