The Edison George Town Hotel Case Study - Mr Eugene Tan - Hotel Management Assignment Help

Assignment Task

Introduction
The Edison George Town
In 2014, Mr Eugene Tan, the founder and managing director of the ET Group, took an interest in a heritage building and took on a long lease from 2014. He restored the old, dilapidated mansion into a boutique hotel. The Edison George Town, Penang, launched in mid-July 2016, had already won various awards the very next year for interior design and hospitality experience.

The Vision
The ET Group was a hospitality consultancy, management and development company that owned the Edison Hotel brand. Their vision was for the brand to be synonymous with simple, intimate and experiential services that rekindled the romance of staying in a hotel. This was translated to friendly and generous reception and entertainment of guests, including the sharing of local knowledge of Penang about her attractions, rich history and culture most visibly etched in her food, arts and design.
To do so, ET Group put in a lot of effort curating bespoke styles, as they hoped these would shape an emotional connection with guests and disrupt the typical way hospitality was being ‘sold’ to guests. In fact, Eugene hoped that The Edison George Town would be testament to their vision of influencing the future of Penang.

The Edison Experience
Restoring the Property
The journey of restoring and rehabilitating began in 2014, 108 years after the original building was built. Over two years later, on the July 16 2016, the doors to the first guests to The Edison George Town were opened. The rest as they say was history. Now, a stunningly restored mansion, the hotel had gone on to proudly redefine Penang’s hospitality offerings, channelling their brand pillars through the award winning – The Edison Experience. Through captivating storytelling, stylish and detailed interior designs, enchanting history, and personalized guest experience, guests were brought back to a time of elegance where they could feel right at home from the moment they walk through their main gates. “It’s our relentless pursuit to the attention to detail that sets us apart. As an example, in our courtyard, we uncovered several beautiful cast iron colonnades which had been made in a foundry in Scotland over a century ago. Bringing them back to their former glory was a labour of love and patience, and it’s that attention to detail which we wanted our guests to experience and which we confidently feel that most have had this experience.” - Eugene Tan

Digital Marketing at The Edison 
Digital Marketing Campaigns 
The hotel’s digital marketing campaigns revolved around four main themes that were integral  to the branding and hospitality concept. All, if not most, of their social media posts were  developed and guided along these themes. 
• The property's architecture, restoration and transformation 
• Penang’s well-reputed street food and other unique culinary offerings 
• George Town’s heritage and cultural sites 
• Penang's natural allure 

Campaign Performance 
The ET Group believed all four themes work equally well. Since guest engagement was  important to their business, social media posts were tracked and measured by engagement rate.  
Social media posts were at a frequency of four times a week when the hotel first started. It has  since been tapered to twice a week. Facebook, Twitter and Instagram were selected due to their  popularity amongst prospective guests, and they have become the main platforms for  communicating with guests alongside the hotel website. 

The Challenges 
Eugene lamented that being a small-sized operation with limited resources, the responsive  management of the website and social media platforms (i.e., updates, promotions, and posting  themes) by the respective team members was a constant challenge. They still had not been able  to 'nail' this down.

Task: Imagine you are the CEO of The Edison Hotel, Penang. Suggest a better digital strategy according to the boutique hotels customer journey. Identify the content gaps and suggest improvement strategies. Design a complete roadmap to reach customers.

1. Build the boutique hotel’s target buyer personas

2. Map the hotel’s customer journey and identify the different touchpoints

3. Create a content strategy targeting each stage of the digital marketing funnel

This Hotel Management Assignment has been solved by our Hotel Management Experts at My Uni Paper. Our Assignment Writing Experts are efficient to provide a fresh solution to this question. We are serving more than 10000+ Students in Australia, UK & US by helping them to score HD in their academics. Our Experts are well trained to follow all marking rubrics & referencing style.
Be it a used or new solution, the quality of the work submitted by our assignment experts remains unhampered. You may continue to expect the same or even better quality with the used and new assignment solution files respectively. There’s one thing to be noticed that you could choose one between the two and acquire an HD either way. You could choose a new assignment solution file to get yourself an exclusive, plagiarism (with free Turnitin file), expert quality assignment or order an old solution file that was considered worthy of the highest distinction.