SWOT ANALYSIS OF THE WESTIN SYDNEY HOTEL

THE WESTIN SYDNEY HOTEL

The Westin Sydney Hotel is an upscale hotel owned by Starwood Hotels & Resorts chain

stretched worldwide. Set at vibrant location in Sydney, the hotel offers in-room massage

treatments, Mosaic Restaurant, high tea in The Lobby Bar & Lounge and state-of-the art gym

to reinvigorate mind and body. This five star luxurious hotel is surrounded by Sydney’s most

exclusive designer shopping, best restaurants, theatres and nightlife, and is close to attractions

like Darling Harbour, the Sydney Opera House and the Sydney Harbour Bridge. The Westin

Sydney offers luxury hotel accommodation under two categories - Heritage Rooms and

Tower rooms and both with modern, spacious guest rooms and suites, all featuring Heavenly

Beds.

SWOT ANALYSIS
SWOT analysis is a strategic planning to measure strength, weakness, opportunities and

threats of a company involved in business. First two elements i.e. Strengths and Weakness

are internal factors that constitute resource planning and inadequacy or paucity respectively

that relates to competitors in one or more resources. Other two elements i.e. Opportunities

and Threats are external factors and complimentary and adverse respectively subject to

external environment circumstances.

SWOT, being a concise way of evaluation of past, present and future to classify internal

strength and weakness and external opportunities and threat, (Macmillan & Tampoe, 2000)

will help us to relate The Westin Sydney hotel as a brand in its growth pattern since its

inception and future to come in hospitality industry.

 STRENGTHS

• STATE-OF-ART INFRASTRUCTURE & FACILITIES

The elegant class offered by Westin Sydney hotel is one of it kinds offering globalised

services to its customers. Along with offering customary services of meetings, events

and dining; the hotel clubs-in “Westin difference” with its unique array of facilities

which include-

 Sensory welcome on Arrival

 Unwind, a ritual that encourage guests to socialise to combat loneliness

during food, drinks which in turn rejuvenates them

 Breathe- It connotes 100% smoke free zone to give its fresh air

 Heavenly bed and Bath

 Kids Club

• STRONG MARKET POSITION

Backed by Starwood Hotel chain, it has strong and vibrant positioning in the market

manifesting brand identity with international standards

• TECHNOLOGY

Westin Hotel Worldwide is upgrading its properties with technology that not only

creates multipurpose, multi-functional interiors but also entertains travellers. The new

technology offers guests a virtual concierge and entertainment experience.

WEAKNESS

• Narrowly Focussed

What could be term as a weakness of The Westin Sydney Hotel is may be its
incapability to compete on smaller scale in Australian market where the company
expertise, skills, and standards of quality do not match the lower requirements and
 therefore lower prices expected by the parties concerned. Though this mismatch
might be the major weakness in current situation of economic slowdown
nevertheless Westin don’t feel motivated to compromise on its quality.

OPPORTUNITIES

• Rampant escalation in tourism industry is quite vivid as per current trends of

researches. This increased craving towards tourism is real-time opportunity for any

hotel to explore and bet upon

• Another opportunity for Westin hotel can be termed out with expansion in Gaming

Activities.
 • Westin hotel can focus on taking advantage from emerging markets, especially

with business class and mid-priced markets. It can also extend it services in event

managements.

THREATS

• The major threats that swivel these days by and large are economic downturn.
Scholars reflect that the meltdown has given the opportunity to organisations and
common man to adopt cost-cutting measures at large. The problem does not end here
but this prolonged recession has also triggered the need to renegotiate over tourism
and buying habits.

• However, entry of low cost domestic competitors often quoted by researchers as the
major threat is not much of a concern for Westin Sydney Hotel. Westin is brand in
itself with international accolade and hence does not comply with such threats.
Nevertheless, a vigil approach in company ethos from the initial stages can stop
emergence of such factors in future. National treatment in Australia towards domestic
entrants can somehow be counted as threat for Westin.

• Terrorism activity is a major threat for hotel industry post 9/11. Further concern has
arisen with recurrent terror attacks with Australian being one of the prime targets.

REFERENCES
1) Macmillan, H. & Tampoe, M., 2000. Strategic Management: Process, Content, and

Implementation. Oxford University Press, New York.

2) Starwood Hotels & Resorts Worldwide Inc., 2010. Retrieved on 25th June 2010 from

http://www.starwoodhotels.com/

3) The Westin Sydney, 2010. Retrieved on 25th June 2010 from

http://www.westin.com.au/sydney/