RESORT HOTEL PLANNING - THE SENTOSA

Abstract

Presently, most hotels are running at about 90 per cent occupancy. With the projection of tourist growth at 8 per cent per annum, it is not surprising that STPB has called for the increase in the supply of hotel rooms. However, hoteliers are not ready to meet such demands as the industry has just recovered from a period of stagnant growth. On the other hand, they are favourable of resort hotels as the island is lacking in such facilities. The government has begun its plans to provide resort facilities at a few offshore islands, namely Sentosa and Lazarus Island, in a bid to increase the length of stay of tourists. Private individuals or firms have been encouraged to develop the islands' resort potential. With the increasing competition from other resort destinations, careful planning of resort hotels is necessary to ensure their economic survival. Beaufort International Hotels has undertaken to provide a five-star hotel (The Sentosa) on Sentosa Island. The Sentosa aims to attract both tourists and locals and is confident in increasing the length of stay of visitors by two to three days. It is necessary to determine the attractiveness of The Sentosa amidst such intense competition. A survey conducted on its potential market can gauge the attractiveness of The Sentosa. An image-building programme is recommended so as to effectively communicate the hotel product to the market.