1. The Assessment of Strategic Information
Needs for MLOs in the Greater CBD,
Sydney
Rick van Nieuwkerk (153661)
Simone Maasbommel (154321)
Elisa Droll (151728)
Siavash Zia Sheikholeslami (151772)
Sydney, 2016

2. Agenda
 Research Goal
 Methodology
 Tourism Context
 Demand
 Supply
 Stakeholders
 Strategic Issues
 Findings – information needs for strategic decision-making
 Conclusion

3. Research Goal
“Create understanding about significant MLO’s in the CBD focused on the tourism context, current
trends and major developments in the area in order to assess information needs for strategic decision
making processes.”

4. Methodology
Significant MLOs
Research Goal &
Research Question
Tourism Context
Collect
Select
Findings
Strategic Issues
Definition of MLOs
Information Needs

5. Tourism Context
Demand
32,2% share of all visitors in
NSW
9,2 million domestic overnight
visitors
41,1% share of the total amount
of expenditures in NSW
High rate of repeat visitation
China (16,9%)
Domestic tourists majority

6. “Private and public organisations with over 50 employees or more than $ 25 million
annual revenues who are impacted by strategic issues related to the tourism context in
the CBD”

Tourism Context
Definition of MLOs in the Tourism Context of Sydney

7. Scentre Group (Westfield)
IPOH (The Strand Arcade, Queen Victoria Building)
Stockland & Investa (The Glasshouse)
Lend Lease & Fortius (Mid City Shopping) NSW
Port Authority
Private
Transport for NSW
Port Authority
Private Busses
The Royal Botanic Garden
Sydney Opera House
Museum
Cruising
State Theatre
Sydney Tower
Investment Promotion Partnership
City of Sydney & Central Sydney Planning
Tourism Australia
Sydney Harbour
Destination NSW
Self-serviced apartments
3* & 4* hotels (incl. hostels)
5* & 6* hotels
Investors
Public
Organizations
Accommodation
Transportation
Retail
Leisure

8. Increase of
Competition
Offshore
investments
Carrying
Capacity
Lack of
Financial
Support
High
Costs of
Rental
Propertie
s
Growth of the
Asian market
Changing
Spending
Patterns
Cultural diversity
City
Develop
ments
Accommodation
Leisure
Investors
Public
Organizations
Retail
Transportation
Strategic Issues

9. Findings – Information Needs for Strategic Decision-
making
Market:
Asian Demand Profile
Cultural Business
Frameworks
General:
Unpredictable AUD
Competition:
Financial
Sustainability
Competitor Forecast

10. 1. Identify the Demand Profile of the Asian-market
Growing
Importance of the
Asian Market
Changing
Markets
Identify Asian
Demand Profile

11. 2. Acquire Knowledge about Cultural Business Frameworks
Rising
Globalization
Enhanced Cultural
Diversity
Acquire Cultural
Business
Frameworks

12. 3. Possibilities to Adapt to a Fast Changing Exchange
Rates
Australian
Dollar
Unpredictable
Currency Rate
Possibilities
to Adapt

13. 4. Get to Know the Competitors
Barangaroo
High/Increasing
Competition
Competitor
Forecast
Density
High
Investments

14. 5. Financial Sustainability
Lack Financial
Support
High Competition
Limited Ability to
Improve (marketing)
Performance
New Financial
Solutions

15. Conclusion
“Understanding about significant MLO’s in the CBD in the tourism context, current trends and major
developments have been created and information needs for strategic decision making processes have
been assessed .”
2) Create Awareness of obtained strategic information in other sectors
1) Identify & Assess business opportunities in Surry Hills/ Darlinghurst
3) Analyse the power & influence of public and private organisations in the Greater CBD regarding to
developments, changes, rules and regulations
Suggestions for further research:

16. Thanks for your attention!