City Lodge Hotel Group: Redefining Segments and Brands

Description

City Lodge Hotel Group: Redefining Segments and Brands: Abstract

In 1985, the market regarded Hans Enderle as foolhardy when he resigned from the helm of one of South Africa’s leading hotel chains to launch a new concept in short-stay accommodation. However, by 1990, his City Lodge select service hotel concept boasted seven hotels, with 1 000 rooms. By 2015, the hotel group’s portfolio had risen to 55 hotels and annual turnover had reached more than R1 billion. However, growing competition and increasing customisation within the hotel industry meant that in early November 2015, current group chief executive (CE), Clifford Ross, had concerns about the clarity of the group’s brand and whether it was losing its competitive edge.

Teaching objectives

This case will enable students to:

• understand and apply the concept of customer experience
• identify customer metrics
• measure customer experience in a service environment
• and evaluate appropriate strategies that can assist in building and sustaining a positive customer experience

Additional information

Teaching Notes are only included with the «Licence Enseignement par professeurs/Teaching License».