1. Mövenpick Phuket
Richey International: Global
experts in brand positioning,
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brand trust, and brand vitality
Mövenpick Phuket November 2008

2. Mövenpick Hospitality
Requirements Standards
At Mövenpick Hotels & Resorts, true excellence in Swiss Hospitality aims
to reflect Switzerland’s tradition of hotel excellence.
The new MHR standards were designed to distinguish us in the
international market from our competitors. Every time one is interacting
with Mövenpick Hotels & Resorts they must experience and feel our
distinctive and sincere hospitality, which will allow us to follow our motto:
“As hosts we aim to please and surprise our guest
with the quality of Swiss products and services”
Mövenpick Phuket November 2008

3. MÖVENPICK HOSPITALITY
REQUIREMENTS
BRAND POSITIONING DIAGRAMS
DEPARTMENTAL TREND
(This diagram shows brand constancy and trust factors within each guest experience)
Leisure & Spa
Food & Beverage
Housekeeping
Front Office
Mövenpick Phuket November 2008

4. RICHEY BENCHMARKING STANDARDS
BRAND POSITIONING DIAGRAMS
TOTAL HOTEL COMPARATIVE ANALYSIS
(This shows brand strength and positioning amongst colleague properties)
Mövenpick Phuket
Worldwide Mövenpick Average
Worldwide Competitor Average
Mövenpick Phuket November 2008

5. RICHEY BENCHMARKING STANDARDS
BRAND POSITIONING DIAGRAMS
DEPARTMENTAL COMPARATIVE ANALYSIS
(This shows brand integrity and strength amongst colleague properties by guest experiences)
The top end of the range indicates the highest score of any
Mövenpick in the previous 12 months
The dot
indicates this
hotel’s score
in each
department
The bottom end of the range indicates the lowest score of any
Mövenpick in the previous 12 months
Mövenpick Phuket November 2008

6. RICHEY BENCHMARKING STANDARDS
BRAND POSITIONING DIAGRAMS
DEPARTMENTAL COMPARATIVE ANALYSIS
(This shows brand integrity and strength amongst key competitors by guest experiences)
The top end of the range indicates the highest score of any
worldwide competitor in the previous 12 months
The dot
indicates this
hotel’s score
in each
department
The bottom end of the range indicates the lowest score of any
worldwide competitor in the previous 12 months
Mövenpick Phuket November 2008

7. RICHEY BENCHMARKING STANDARDS
CHARACTERISTIC POSITIONING
Mövenpick
This Hotel This Hotel
Colleagues
Current Historical
Task Competence
The category of Task Competence encompasses basic skills training
and effective execution of the many specific tasks required to
accomplish good service
Food & Drink
Quality
A successful guest experience is not complete without successful
food and drink presentations, even if only a simple breakfast – these
standards evaluate basic and commonly understood determinants of
good food and drinks
Environment &
Ambience
Beyond good service, the total guest experience depends upon a
comfortable and pleasing environment, including temperature,
sound, comfort, privacy and personality
Mövenpick Phuket November 2008