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Running head: ST. REGIS HOTEL St. Regis Hotel (Bangkok) Name of the Student Name of the University Author Note

1 ST. REGIS HOTEL Executive Summary This paper deals with the advertising methods and the butler services that are given by the St. Regis Hotel in Bangkok. The name of the brand is associated with the butlers that have many years of experience in serving the guests. The different methods that are used by the hotel in order to attract the attention of the consumers are also discussed. The researcher will take a qualitative method of data analysis and will provide great help and assistance to the researcher.

3 ST. REGIS HOTEL 3.7: Data Analysis Plan .............................................................................................................. 10 3.8: Research Limitations .......................................................................................................... 10 Schedule for completion ................................................................................................................ 10 Reference List ................................................................................................................................ 12

4 ST. REGIS HOTEL Chapter 1: Introduction A place like Bangkok, which depends on tourism entirely, has the best class of hospitality and hotel industries globally. Most of the hotels are of good quality and above the average level. Hotels such as the holiday Inn that is located at Gaysorn Plaza and Sheraton Group of Hotels are some of the excellent hotels that have grown in the country due to the demands of the tourists. One of the leading competitors to this is the St. Regis Hotel, which is affiliated to the Minor International Public Company Limited (Suwanamas, Trimetsoontom and Fongsuwan, 2015). Background of the Company The hotel is situated on Rajadamri Road, which is at the center of the city, is 47 stories high, and stands tall over the skyline of the city. It is designed by the famous Brennan Beer Gorman Architects and comprises of 227 guestrooms, which includes 51 suites and 53 residences which serves luxury amenities and undoubtedly the best dining platter that sets it apart from all other competitors (The St. Regis Bangkok | Official Website | Best Rates, Guaranteed., 2017). The hotel offers the first butler service and includes the Elemis Spa and the restaurant by the name of ZUMA, which is the only one in Thailand. The size of the rooms range from 45 to 250 square meters and is designed exquisitely, which offers a relaxing mood from the urban society pace. The windows offer a view of the entire skyline of the city and also the parks and the golf courses that the company has for itself. The hotel also takes pride in the butler system, which is available all the time for the service of the guests (Penner, Adams and Rutes, 2013).

6 ST. REGIS HOTEL 2.2: Meaning of Marketing Strategy Marketing strategy is defined as the process, which is aimed to increase the revenue and the share of the company in the market. The strategies help to set certain actions, which will directly be of benefit the company to meet their goals. The marketing strategies take three of the most important elements in the account. It helps the firm to understand the customers to which the products are aimed at. The means through which the customers can have a prior knowledge of the products that is available in the market and the methods to build a strong customer base (Kotler et al., 2015). 2.3: The St. Regis Hotel Concept The luxury hotel applies many ways to promote their brand and image. It does not take in to consideration any mass gathering as their method of advertising because the consumers they target are different from the others (Agmapisam, 2014). The marketing strategy applied by the hotel is in two divisions: Local Media  Newspapers- The Company targets papers such as the Bangkok Post, The Nation and Post today as their medium through print media. The promotion that the hotel does in these papers is limited to the food and beverages section. It is seen that the target consumers are mainly the educated, business and corporate groups (Miranda, Rubio and Chamorro, 2014).  Magazines- The Company gives ads in magazines like I Do Magazine, WE Magazine, Wedding Creation and Honeymoon Travel magazines to target the customers who are getting married and corporate houses that are looking for a place of meeting or conference. They also give ads in the Gourmet and Cuisine Magazines, Food Stylist etc.,

7 ST. REGIS HOTEL to target people who have an acquired taste in dining outside (Bradic, Kosar and Kalenjuk, 2013). Online Marketing The hotel has their own Facebook page and their personal fan page where people are constantly updated with the daily happening of the company such as the promotions, the upcoming social events that are undertaken by the company and the dishes that the cooks prepare are all photographed and posted in the website to arouse the interest of the people.  Use of E-Flyer- These are given to the guests or kept in the rooms of the guests so that they are aware of the conference packages and the other packages that the company provides to their clients (Chen and Huang 2014).  Use of E-Newsletter- The company uses this media every month to promote their brand among the people. St. Regis keeps a professional team for this letter formation specially (Arvidsson and Niessen, 2015). Butler Service The company takes pride in their hundred years plus experience in the butler service. The company takes care of its clients through the butlers who look after each need of the customers. The service is customized, diplomatic and looks forward to all the attention that is required by the customers at all possible times. Some of the activities that the butler undertakes are the packing and the unpacking of the luggage that the customer brings while travelling (St. Regis Butler, 2017). They do that so that the customer does not have to take the headache of these hassles and can have a relaxing holiday. Even for an evening meeting, the butlers press and iron the clothes that the customers desire to wear. The company also offers the eButler service

9 ST. REGIS HOTEL 3.3: Method of Collecting Data The collection of data method means the ways in which datas can be collected. It consists of two types, primary and secondary. The primary data are the ones that deals with the questions and answers and the interviews that are conducted by the researcher to complete the research. The secondary source is where the researcher takes help from the books, journals, the articles that are available, and all the necessary documents that are available and needed to complete the research process. 3.4: Method Chosen for this proposal For this research, the researcher has chosen the secondary type of data collection, as there are many articles that are present in the form of journals, web pages and books. Most of the datas that are available are recent and shows the present situation of the St. Regis Hotel in Bangkok. Based on these datas, the analysis will be provided along with the recommendation list that may be required in the future. The major research portion will depend on the secondary data type, but the researcher may use the primary source if it is necessary. 3.5: Accessibility Issues The researcher may face difficulties to some extent in order to access the information that is required and the facts may sometimes be manipulated and can be incorrect. These hindrances are taken in to account while the research is being conducted. 3.6: Ethical Issues While undergoing the research process, the researcher needs to maintain certain restrictions and should not disobey that throughout the process of research. According to the Data Protection Act, 1998, the work that is not published yet by the researcher has to maintain

10 ST. REGIS HOTEL some privacy. If the researcher does not follow that then it will be considered as a breach of the Act and will be liable for the breach of the issues relating to ethics. 3.7: Data Analysis Plan There are two types of analysis, which are:  Quantitative Data Analysis  Qualitative Data Analysis The researcher has chosen qualitative type of analysis for this research as there are no numerical or mathematical calculations in the process. 3.8: Research Limitations In order to conduct a research, the main problem of the researcher is mainly due to time and budget. The less time and the inadequate budget are the limitations of this research. Schedule for completion Activity Months 1 st Wee k 2 nd Wee k 3 rd Week 4 th Wee k 5 th Wee k 6 th Wee k 7 th Wee k Finalizing the topic  Collecting data from secondary sources   Forming a layout of the research work  Conducting Literature review    Forming the research plan  

12 ST. REGIS HOTEL Reference List Agmapisarn, C., 2014. A hedonic pricing analysis of hotel room rates in Bangkok. ABAC Journal , 34 (2), pp.1-17. Arvidsson, A. and Niessen, B., 2015. Creative mass. Consumption, creativity and innovation on Bangkok's fashion markets. Consumption Markets & Culture, 18(2), pp.111-132. Arvidsson, A. and Niessen, B., 2015. Creative mass. Consumption, creativity and innovation on Bangkok's fashion markets. Consumption Markets & Culture, 18(2), pp.111-132. Batra, R. and Keller, K.L., 2016. Integrating Marketing Communications: New Findings, New Lessons, and New Ideas. Journal of Marketing , 80 (6), pp.122-145. Bradić, M., Kosar, L. and Kalenjuk, B., 2013. Business Guests Satisfaction in the Hotel Industry: A Case Study of North American Hotel Chains. Chen, P.H. and Huang, T.W., 2014. Judicial Standard for the Well-Knownness of Trademarks in the Hotel Industry under the Case Law of the Taiwan Intellectual Property Court. NTUT Journal of Intellectual Property Law & Management , 3 (2), pp.164-177. Kotler, P., Burton, S., Deans, K., Brown, L. and Armstrong, G., 2015. Marketing . Pearson Higher Education AU. Miranda, F.J., Rubio, S. and Chamorro, A., 2014. An Assessment Methodology for Hotel Websites: Application to the Top 10 Cities. Hospitality, Travel, and Tourism: Concepts, Methodologies, Tools, and Applications: Concepts, Methodologies, Tools, and Applications , p.284.

13 ST. REGIS HOTEL Penner, R.H., Adams, L. and Rutes, W., 2013. Hotel design, planning and development . Routledge. St. Regis Butler. (2017). St. Regis Butler . [online] Available at: http://stregisbutlerservice.com/ [Accessed 11 Jan. 2017]. Suwanamas, C., Trimetsoontorn, J. and Fongsuwan, W., 2015. The effect of perceived service quality on customer emotions, customer satisfaction and customer loyalty: a PLS-SEM approach towards a luxury hotel in Bangkok, Thailand. Journal for Global Business Advancement , 8 (4), pp.374-398. The St. Regis Bangkok | Official Website | Best Rates, Guaranteed. (2017). The St. Regis Bangkok | Bangkok Luxury 5 Star Hotel . [online] Available at: http://www.stregisbangkok.com/ [Accessed 11 Jan. 2017]. Travel.cnn.com. (2017). 7 reasons to check into Bangkok's St. Regis hotel | CNN Travel . [online] Available at: http://travel.cnn.com/bangkok/visit/7-reasons-check-out-bangkoks-new-st-regis- hotel-954169/ [Accessed 11 Jan. 2017].