Business Strategy



The people coming to Taiwan for sightseeing and business increase every day, which drives the growth of economy and national income, and the development of restaurants. The unique operating pattern has made Forte Hotel Changhua the second home of foreign guests, and the recommended good hotel for the compatriots traveling to Changhua. Now, let us get to know the overall operating patterns of Forte Hotel Changhua!

Figure 1 Forte Hotel logo

Figure 1 Forte Hotel logo
source: offered by Forte Hotel Changhua

1. It is located in a quiet place close to scenic spots

There were many middle and small-sized enterprises in Changhua, and many foreign business travelers had no appropriate place to stay in the middle of Taiwan. Besides, there were many tourists in the surrounding Baguashan Scenic Area, Changhua Roundhouse, and distant Lukang Township. Therefore, it was convenient for Forte Hotel Group to launch a new stationary point in Changhua.

Figure 2 Forte Hotel day view

Figure 2 Forte Hotel day view
source: offered by Forte Hotel Changhua

Figure 3  Forte Hotel night view

Figure 3 Forte Hotel night view
source: offered by Forte Hotel Changhua

2. Building brand charm, strengthening trust

Forte Hotel valued the service based on people. It showed warm and intimate service everywhere. It not only understood the living habits and religious faith of business travelers, but tried to meet their needs in life to make guests feel at home. Here, service staff was the "commodity" representing the hotel. They should make guests support the hotel and recommend it to others. Here, guests were their CEO.

Figure 4  Group photo of Forte Hotel staffs

Figure 4 Group photo of Forte Hotel staffs
source: offered by Forte Hotel Changhua

3. Combining technology to develop a smart hotel

  Humanization design of technology made guests safe and at ease. Guests must go through security monitoring and control with the proximity cards to come in and go out. The guests can use free ADSL, wireless network to know the bus, train or travel itinerary. They can use the exclusive business hall to deal with business affairs, holding meetings, and printing and sending files. Smart reservation system and file system for guests can know their requirements and make administrative job program more efficiently.

4. Valuing internal marketing first, then developing external marketing.

  Service industry can not only value external marketing and performance, but can care about internal sounds and demands of staffs, plan education and training courses, and lead the centripetal force to the organization. Mentoring training made the new staffs know the operating patterns quickly without hesitation and anxiety. At ordinary times, the hotel encouraged staffs to propose innovative ideas, and promoted them when they performed well.

Taking the director of food and beverage department as an example, her hardworking spirit and enthusiasm won the appreciation of managers and favor of guests. So she was promoted from basic staff to manager. When the staff was content with his work, approved of his team, he would be the best in finance or service performance. At the same time, he would meet gusts' demands and realize the guest-oriented operating pattern.

5. Valuing internal saving management and external increasing marketing

  In the internal saving management, every department of Forte Hotel should write down the next year's budget in the previous year. Therefore, it was important to write down the next year's budget through analysis of the previous year's report revenue. Taking food and beverage department as an example, budget allotments were fixed, the chef must design the menu according to budget. The costs of employing staffs should be reduced.

Figure 5 Ms. Li of Marketing Department

Figure 5 Ms. Li of Marketing Department
source: shot by our team

6. Rewarding village folks to form a hotel of player village

Bakery benefited the nearby neighbors to enjoy the special flavor of superior bread. The bread fang with proper price kept good interaction with the neighbors. Half of the staffs were residents of Changhua, which provided a good chance for cultivating local executive talents. Forte Hotel was next to the Changhua County Government, and the Government often held sports meetings for junior college and middle and primary schools. Forte Hotel Changhua can provide a clean and comfortable place for the players to rest. And the appropriate price made more players choose the hotel with good service.

Figure 6 Hui-chuan Yang, the Manager of F&B Department

Figure 6 Hui-chuan Yang, the Manager of F&B Department
source: offered by Forte Hotel Changhua

Postscript

  I discover that to run a hotel is really difficult. The managers must increase centripetal force of the team and bare the pressure of performance. The building of a hotel should go through rigorous market evaluation and pragmatic operation to win guests' favor and keep the brand.

References:

  1. The sources of hotel examples were from interviews.
  2. Forte Hotel