The document compares and analyzes two hotels: Hotel Continental in Penang, Malaysia and The 5 Elements Hotel in Kuala Lumpur, Malaysia. Both hotels operate in a monopolistically competitive market with many competitors. While Hotel Continental has more rooms, employees, and facilities, The 5 Elements Hotel has fewer rooms and a lower occupancy rate. Recommendations are provided to both hotels to improve marketing, facilities, services, and competitiveness through strategies like increased online promotion and partnerships.

1. ENGLISH 2 & EPC
Presentation
3-Star Hotel

2. Group Members(From left to right): Nabila, Nadhirah, Nur Azreen, Wong
Qin Kai, Mr.Frankie(Hotel Manager), Lau Mao Hua(Group Leader), Chin
Khang Wei, Lim Ting Lee, Lee Jia Kiam

3. HOTEL
INDUSTRY

4. Introduction
Hospitality -
M.Boulanger (French Chef)
➢ Father of modern hospitality
during French Revolution
Hospice (French word)
= provide weary and taking good care for travellers

5. Early culture of hospitality
- Evolved in Greek in the 40th
BC.
- Symbol of social and religious purposes
After World War 2
- Travelling began to be a trend among the civilization
- Hotel industry bloom around the world.

6. - Temporary house for travellers
- Can be found everywhere in any region, area, town,
city
- Classified into different categories (budget & star
rating)
- Pricing may differ depends on rating, season, location,
services and facilities
Hotel

7. Hotel Industry in Malaysia
- Practiced monopolistic competition
- Experienced an encouraging growth rate since 1994
- Tourism become more popular since Visit Malaysia
Year introduced.

8. Hotel Selected

9. BRIEF BIO OF
THE BUSINESS

10. Hotel Continental, Penang

11. Penang Road, Penang
Founded: 1969 by Loh’s Family
Brief Bio:Hotel Continental
Motive: Strategic location
No. of employees: 80 people
Capacity:-
i)Peak season: Fully occupied
ii)Off-peak season: 60%-70%

12. Accommodation
Superior room Deluxe room
Super deluxe room Executive suite

13. Facilities
Coffee house Conference room
Swimming pool Laundry service
Car park area

14. Recent Development
- Classified as a 3-star hotel by Malaysian
Association of Hotels (MAH)
- Coffee House qualified as a halal restaurant
- Upgrade standard room to superior room
- Upgrade the amenities inside the room (LCD
television, minibar, in-room movie channels)

15. The 5 Elements Hotel, KL

16. Chinatown, KL
Founded: 1973 by Malaysian
Chinese Businessman
Brief Bio:The 5 Elements Hotel
Motive: Property Development
No. of employees: 30 people
Capacity:-
i)Peak season: 60%-70%
ii)Off-peak season: 30%
2008: taken by new management

17. Accommodation
Standard Single Superior Twin
Deluxe Queen

18. Metal Suite Water Suite
Earth Suite Fire Suite
Wood Suite
Themed Suite

19. Facilities
Restaurant
24 Hours Reception
Services
Waiting Area
Free Wi-Fi

20. Recent Development
- Last renovation: 2013
- Upgrade hotel’s facilities and amenities
- Modern marketing(online)-Agoda, official website

21. COMPARATIVE
ANALYSIS

22. COMPARATIVE
ANALYSIS
Hotel Continental, Penang

23. 3 main competitors:
● Hotel Malaysia
● Cititel Hotel
● Bayview Hotel
Competitors
- 250 to 300
competitors

24. Bayview Hotel
- 4-Star Hotel
- 333 rooms (standard
rooms, superior
rooms, deluxe &
grand deluxe rooms,
family rooms, junior
suites and premier
floor rooms.

25. Hotel Malaysia
- 2-Star Hotel
- 126 rooms
(standard rooms,
superior rooms and
deluxe rooms.

26. Cititel Hotel
- 4-Star Hotel
- 451 rooms
(standard rooms,
superior rooms,
deluxe rooms and
executive suites)

27. Strategy Used
Provides good services Better in-room facilities
Promotion via
online from
hotel’s website
Receive suggestion and
recommendation from the
customers

28. Challenges
- Too many potential competitors
- Fierce competition
- Risk taker
- Need to conduct market survey to fulfill market needs

29. Nature of Business
- Large number of competitors
- Weak barriers to entry
- Weak pricing power
- Fierce Competition in term of pricing, advertising,
services provided
Monopolistic competition

30. The 5 Elements Hotel, KL
COMPARATIVE
ANALYSIS

31. Competitors
3 main competitors:
● Geo Hotel
● Swiss Inn Hotel
● Ancasa Hotel
- Around 200
competitors

32. Geo Hotel
- 3-Star Hotel
- 180 rooms (standard
rooms, deluxe rooms,
family rooms & premier
suites)

33. Swiss Inn Hotel
- 3-Star Hotel
- Operating under Swiss-
Garden International
- 151 rooms (superior rooms,
deluxe rooms & family
rooms)

34. Ancasa Hotel
- 3-Star Hotel
- 294 rooms (standard rooms,
superior rooms, deluxe
rooms, family suites, junior
suites and Ancasa floor
rooms)
- Provide spa services

35. Strategy Used
- Online
Promotion: buy 3
free 1 night
- Early bird
promotion
- Promotion on
flexible date(June)
- Provide good
service

36. Challenges
- Too many potential competitors
- Risk taker (may not generate profit)
- Small market (suppliers more, demand less)
- Number of tourists drop rapidly

37. Nature of Business
- Large number of competitors
- Weak barriers to entry
- Weak pricing power
- Sell differentiated products (themed suite)
- Constantly advertising in the market
Monopolistic competition

38. SIMILARITIES

39. SIMILARITIES
- Classified as 3-Star Hotel
- Same rating on TripAdvisor
- Only have one branch which is the headquarter office

40. SIMILARITIES
- Monopolistic competitive firm
- Weak pricing power-cannot set the price as they like
- Only have one branch which is the headquarter office
- Facing strong competition in the market
- Insist on providing good service to the customers

41. DIFFERENCES
VS.

42. DIFFERENCES
Founded year1969 1973
Motive to start
this businessStrategic Location Property Development

43. DIFFERENCES
No. of
employee80 30
No. of room
&
room types
231 104
superior room, deluxe
room, super deluxe room
& executive suite room
standard single room,
superior twin room, deluxe
queen room & themed suite

44. DIFFERENCES
No. of
competitors250-300 200-250
Hotel Capacity
during peak season
90%-100% 60%-70%
Facilities
provided
Restaurant, meeting room,
free wifi on every floor
Restaurant, conference
room, laundry service, car
park, swimming pool, free
wifi at lobby area

45. Summary
Commercially successful :
Reason:
- More yearly revenue
- Hotel capacity during peak season
- Fierce competition in Penang
- Provide more facilities and service
Hotel Continental

46. RECOMMENDATION

47. Hotel Continental, Penang
RECOMMENDATION

48. Recommendation
Publicity:
- Social media and partnership (TripAdvisor,Agoda)
- Mutual agreement with Tourism Malaysia:
promoting hotel in tourism guidebook
Facilities:
-Gym, better air conditioners, more tv channels
-Free Wifi in the room
-More parking bays

49. Recommendation
Upgrade services & catering
- Improvise their room services, ushering, and front
desk registration
- Food served must be clean, hygienic and tasty
Provide clean environment & better view
- Small renovation

50. Recommendation
Professionality
- Remove excess workers to cut cost
- Hire professionals
- Organize workshop to improve workers’ performance

51. The 5 Elements Hotel, KL
RECOMMENDATION

52. Recommendation
Marketing
- Online marketing
- Increase the website’s quality content
- Network with other businesses (museums, parks,
restaurants) - discount
Promotion
- Discount on staying extra night
- Package deals- Girl’s weekend

53. Recommendation
Pet-friendly rooms
- to avoid the stress and expenses of kenneling a dog or
finding a babysitter
- charge for higher rates
Reimbursement (Loews Hotels)
- reimburse fees that guests pay airlines for their
checked bags
- can set a limit on the number of bags and the timing

54. Recommendation
Entertainment
- Provide free or inexpensive entertainment
- Local musician, Bingo

55. References
History of the hospitality industry. (n.d.). Retrieved June 2, 2015, from http://www.
slideshare.net/27101985/history-of-the-hospitality-industry
Hotel Continental | Penang, Malaysia (n.d.). Retrieved May 21, 2015, from http:
//hotelcontinental.com.my/hotelc/hotelc/
Hotel Industry in Malaysia. (n.d.). Retrieved June 2, 2015, from http://www.regit.
com/malaysia/industry/industry.htm
Puri, M., & Chand, G. (2009). Tourism and hotel industry. [electronic resource].
Chandni Chowk, Delhi : Global Media, 2009.
The 5 Elements Hotel KL (n.d.). Retrieved May 22, 2015, from http://www.
the5elementshotel.com.my/

56. THANK YOU!