SWOT
STRENGTH
1. Local staff dominate the employment. Do
not rely on immigrant workers
2. Brand recognition among Malaysians
3. Good location. Close to tourist attraction
4. Personalized service
OPPORTUNITIES
1. Event involved important agencies
2. Expanding target market
3. Taking advantage of peak season.
4. Environmentally and family oriented
5. Eco tourism: Nowadays the trend of
eco tourism is developing.
6. Emerging Asian travel and tourism
market
7. Online market
WEAKNESS
1. Lack of interaction on social media
2. No phone application for booking
3. Bad and old infrastructure and facilities
4. Cleanliness issue
5. The restaurant’s menus are not
attractive.
6. Lack of marketing approach
7. Unattractive website
THREATS
1. Competitor with same industry and
same target market
2. More resorts and facilities are being
developed.
3. Existence of low budget hotel
4. Apps which provides a service to
compare prices among others hotel
5. Economy instability
6. Government tourism strategy.
The SWOT Analysis was used to help Hotel Seri Malaysia Bagan Lalang (HSMBG) to come up with
new projects to compete and keep the business relevant to their customers while considering all
aspect in terms of the strengths, weaknesses, opportunities and threats could potentially lead to the
success or failure of their new project.

HSMBG strengths are most of HSMBG’s employees are local staff. HSMBG does not rely
too much on immigrant workers to operate. Guest will feel more comfortable and able to
experience Malaysian hospitality. It easy for customers to communicate with employees
without language barriers problems. Moreover, most of employees are local people in Bagan
Lalang. Thus, the establishment of HSMBG also can create job opportunity to other people.
HSMBG also has a high brand recognition among Malaysians as it is one of the earliest
HSM branch in Malaysia. The next strength is HSMBG has personalized service to cater
the need of each guest, this will enhance customers’ experience staying in HSMBG. The
uniqueness of HSMBG is the availability of facilities such as seminar room, ball room,
wedding package. Furthermore, the concept of having family suites is suitable for large
families to gather and spend family time without worrying about finding another place to
stay. Moreover, the location of HSMBG itself is strategic as they are close to tourist
attraction. Near with Pantai Bagan Lalang, Mitsui Outlet Park, Jugra Hills, Banghuris
Homestay, Kecil Dan Sederhana Factory, Sepang Circuit, Kuala Lumpur International
Airport (KLIA) make the hotel attractive and an ideal place to stay during holidays.

1. Cleanliness issue
Even with many strengths, HSMBG still have weaknesses that could be harmful to the
hotel’s sustainability. One of HSMBG’s weaknesses is there is lack of interaction on social
media and uses of technology. They rarely post about HSMBG activities and promotion in
social media and lack of engagement with customers. Most of negative reviews in blog,
google review and booking hotel website complaint about the bad, old infrastructure,
cleanliness of the rooms and facilities of HSMBG. They also complaint about the restaurant’s
menus are not attractive and do not have many choices. This can lead to dissatisfaction and
potential customers who read this review might feel not interested to use HSMBG’s
services. In the digital age, HSMBG still do not have a mobile application for online booking
system. Another major weakness is the inadequate marketing approach of this hotel to
retain their guests or attract new customers. There is lack of advertising or promotion of
their services through media social. In addition, HSMBG’s website is quite unattractive. The
website does not represent hotel well. The hotel still using outdated facilities pictures.
Furthermore, there is no eye catch for their website layout.

C. OPPORTUNITIES
1. Event involved important agencies
 Targeting cooperation and government agencies that only come seasonally.

2. Expanding target market

 Can attract more oversea tourist.

3. Taking advantage of peak season.

 During school holiday, Cuti- Cuti Malaysia.
 Do marketing and promotion that can attract Malaysian and customer outside
Malaysia.

4. Environmentally and family oriented

 The interesting tourist attraction suitable for family activities
 Eg: Barbeque , Big Family Suite

5. Eco tourism : Nowadays the trend of eco tourism is developing.

 Enhance the environmental place as attraction.

6. Emerging Asian travel and tourism market

7. Rising income for HSM Bagan Lalang.

 D. THREATS
1. Competitor with same industry and same target market
2. More resorts and facilities are being developed.
3. Existence of low budget hotel

4. Apps which provides a service to compare prices among others hotel.

5. Economy instability
 People are less interest to spend money more for luxury and wants.

6. Government tourism strategy.

 There is no program for visit place near Bagan Lalang as holiday destination.

SO STRATEGIES
1. Tie up with Travel and tour operators
and include them in company itinerary
Offer package to visit interesting tourism
near HSM Bagan Lalang by making
cooperation with third party. (S4, O2,05)
2. Do promotion on international website.
(S4,06)
WO STRATEGIES
1. Do landscape with spa, sauna and massage
treatment. Guests can experience nature.
(W3,04,05)
2. Creating more functional and appealing
website by improving website layout
(W6,O7)
3. Put testimonial of satisfied users in the
website to enhance customer perception
4. Encourage interaction on social media.

ST STRATEGIES
1. Hotel VIP club that offers annual
membership to customer. (S4,T1,T2)
2. Buat birthday dapat diskaunt
3. Give your guests the opportunity to attend a
bingo night where they can win prizes such
as bar and restaurant vouchers, or amenity
discounts
Free kalua kumul point tinggi boleh
redeem dgn pnginpn hotel
WT STRATEGIES
1. Provide class for swimming. Open to
outside customer. (W3,T1,T2)
2. Application mobile that easy to book hotel.
Provide discount code for those who
download the apps. (W6,T1)
3. Pop out advertising. (W5,T6)
4. Hire artist as an ambassador. (W5,T1)
A. SO STRATEGIES
1. Apply eco friendly efforts and eco tourism across the chain to promote nature as
one of the facilities offered by hotel (S6, O4,O5)

2. Offer package to visit interesting tourism near HSM Bagan Lalang by making
cooperation with third party. (S4, O2,05)
 Discount entry to visit interesting place area Bagan Lalang
 At the same time, third party will recommend HSM as place to stay to their
customer.

3. Do promotion on international website. (S4,06)

 Take opportunity of Cuti- Cuti Malaysia or government promotion on Malaysia
to promote HSM as a good place to stay during holiday.

B. ST STRATEGIES
1. Taking practical students who has hotel and management background. Get new
and fresh ideas to expand this field. (S1,T1)

2. Hotel VIP club that offers annual membership to customer. (S4,T1,T2)

 Allows the members to get accommodation for half price at hotel for those
who join the organization

C. WO STRATEGIES
1. Do landscape with spa, sauna and massage treatment. Guests can experience
nature. (W3,04,05)
 People who are locals also can use the facilities.
 This can increase HSM Bagan Lalang profit

2. Renovate restaurant and have specific theme. To make it more comfortable and
attractive (W4,O2)
 Eg: Balinese food or garden layout
 Can give opportunity by allowing guest for event such as themed wedding.
 3. Improve the layout of website. Make them more accurate presentation of the
hotel. (W6,O7)
 Provide more details on room and other facilities.
 Show the feedback of past user experience to gain confident of potential
customers
 Choose attractive colours as layout,

D. WT STRATEGIES
1. Provide class for swimming. ( W3,T1,T2)
 Open to outside people and local
 Give opportunity and profit to HSM

2. Application mobile that easy to book hotel. Provide discount code for those who
download the apps. (W6,T1)
 No need to depend on other application such as Trivago,
 Costly, which HSM need to pay certain amount as commission.

3. Pop out advertising. (W5,T6)

 Alert customer with new promotion and new product of HSM

4. Hire artist as an ambassador. (W5,T1)

 As the face of HSM.
 Encourage their fans as well to use HSM

5. Make cooperation with government to do Visit Bagan Lalang. (W2,T7)

 Not only focus on government activities
 Include and promote Bagan Lalang as one of the place in visiting Malaysia
programme.
 Target on tourist from Malaysia and outside Malaysia
 Opportunity to expand Malaysia Tourism.

"Saharul merupakan seorang artis yang terkenal dan aktif di media sosial. Malah,
kami sememangnya mencari seorang selebriti milenia (berumur 20-an hingga 30-
an) selain mempunyai perwatakan dan rupa paras yang menyenangkan. Paling
penting, kami mencari selebriti yang sudah berkeluarga untuk memberikan
gambaran terbaik tentang konsep hotel kami,

’ve seen it time and time again, there are many different issues that cause
these establishments to close. However, there are effectively 5 reasons
why hospitality establishments fail including:
Hotel location
Poor management
Poor customer service
Poor accounting
Poor or non-existent marketing/advertising

In this article I’m going to focus on the last, but certainly not least, point –
advertising and marketing; highlighting key areas that managers and
owners in the hospitality sector need to be aware of and more importantly
take advantage of.

Digital Presence & Social Media

Unfortunately, the days are gone where having a beautiful hotel or

restaurant in the perfect location will be enough to ensure success –
thinking about it, did a time like that ever exist?

In the digital age, social media MUST be a part of hospitality marketing and
it goes without saying that every hotel or restaurant needs to have a high
quality website – preferably with an online booking system. With hotel
review sites such as Trip Advisor becoming more and more popular it’s
important to have a digital presence and be involved! Here, customers can
review your establishment honestly; you can get some real insight into what
your customers think and how you can improve. These types of sites can
make or break a business, so you must take notice!

Of course, this is not the only way to keep up to date with your customers;
you should also have a Facebook page and Twitter page where you can
interact with your customer – plus you can highlight special offers and
events at your business and throughout the local area. Think about it, the
more followers you have digitally, the more people you can connect with
and attract to your establishment. The important thing to remember is that
you must be professional, even if someone has posted a negative review;
apologise and explain – don’t attack or be overly defensive.

Customer Insight Marketing

This point overlaps with customer service, however this doesn’t make it any
less important – in fact it could make it more-so. Whether a hospitality
establishment is successful or not can depend entirely on customer
perception – if they find fault with anything, they will shout it from the roof
tops...metaphorically speaking. Therefore, it’s exceptionally important to
gauge who your customers are, what they want and how you, as a
business, can improve.
Customer insight marketing can be simple to implement; simply by asking
your guests to fill in a quick survey, or even fill in a guest book if you want
something a little more old-school and personal, you can have a positive
effect. Customers like to feel important, and like to know their opinions
matter – which they do! If your customers don’t like your establishment, you
won’t have a business for much longer. You’ve probably heard it before,
and I feel a little bit cheesy mentioning it but...the customer is key!

Email & Content Marketing

You may be thinking that this is a little outdated, however, email marketing
is still hugely effective – so long as you’re not bombarding customers with
them daily. Emailing marketing campaigns are a fantastic way to remind
customers of your existence, especially during low-season. Here you can
highlight special offers, special events or awards that you’ve won.

Make your website even more engaging by having a blog: this is an

excellent way to give your business a ‘personality’, so to speak, and be
more than another faceless enterprise. TV advertising is expensive, so a
blog, together with excellent branding, is definitely a more affordable
alternative that you can get involved with! Of course, it doesn’t just have to
end with digital methods of marketing; direct marketing with leaflets and
promotional gifts can also be hugely beneficial, however you must ensure
that they look professional and represent your business effectively.

When it comes to marketing in the hospitality industry, remember the

customer is what matters - you need to cater to what they want and the
above methods are an excellent way to gain insight. Keep your customers
returning and welcome them back when they do – with effective marketing
strategies you’re one step closer to business success

Presence for Hotels

Mobile search is the star trend of digital marketing. The universe of mobile users is massive
– 3 in 5 people use mobile devices to search and 80% of local searches on mobile devices
convert to purchase. With Google rolling out a new ranking factor for mobile-friendly sites,
it is essential that your hotel website is optimized for mobile search and responsive on all
mobile devices. The target is to enhance mobile traffic and ensure a robust and seamless
experience with content that can be shared on social media.
Enhancing Your Hotel’s Local Presence
Your website has to tap into the possibilities of enhanced local search. The goal is to create
optimized content and local profiles, manage quality citations and directory listings, and
deliver a seamless mobile experience across devices. It is critical that you manage your
local presence across search engines, IYPs, aggregators, business directories, local citations,
and maps. Ensuring your hotel’s marketing strategy includes optimizing your content with
headers, title tags, metadata, footers with location-based schemas, and image alt-tags will
help strengthen the property’s local presence.
Hotel Social Media Marketing
In our connected online community, the synergy of social engagement empowers your
digital marketing. Most of the world uses social media sites, including Google+, Facebook,
Instagram, Pinterest and LinkedIn. Social media is a driver of brand awareness and
customer relationships and retention. To be in the social conversation and derive traffic
from social platforms, your web content must be interesting, build connections, and inspire
conversion. Ensure your site is optimized for mobile and sharing across devices, and make
sure to add OG tags and Twitter cards. Be a stand out with robust hotel social
media outreach, engaging content and visual media.

The User Experience

The user experience is the human path to digital marketing. Audiences want to be engaged,
be able to navigate your site, and tap into social influences. Conversion optimization starts
with usability factors such as speed and performance, information architecture, legibility,
colors and images. With robust architecture, clear design and navigation, and engaging
content, your site will increase conversion. A smart way to see how the user experience
relates to the conversion funnel is to implement A/B testing. Track which pages perform
better based on simple design and content evolution, including floating buttons, drop-
downs, marketing messages, and banners.

Letak section untuk feedback dalam web

Get savvy with social media

If you’re not utilizing social media in your online hotel marketing campaign, start now. It’s
free to create accounts with the likes of FaceBook, Twitter, FourSquare, Instagram and
YouTube and it’s never been easier to create dynamic social media pages in moments.
However, there’s no point launching a social media presence if you don’t mean to
maintain it. Make sure you’ve got at least one person appointed to keeping your hotel
marketing social media message live and engaging. Fresh content is pivotal, so make
sure you’ve got a content delivery schedule. If you’re strapped for time to create new
content, consider launching a hotel blog you can link back to from your social pages
regularly. More social media tips about how to promote your hotel, you can read in the
article “7 Social Media Marketing Tips to Promote Your Hotel”.

ep an eye on reviews and recommendations

A great review can earn you a new customer. A poor review can cost you hundreds. Try
to encourage better reviews and recommendations from previous guests by engaging
them after checking out. Your hotel could feature dozens, if not hundreds of times on
review websites, so you need to ensure that each page is loaded with positive reviews
and complimentary content. Monitor reviews on the most popular sites, taking note of
any bad reviews and engaging dissatisfied guests with helpful and constructive
feedback. Neutralise negative feedback wherever you can.

(ormulate strategiesfor building brandimage of the hotelthrough positi#e writeups and

comments of credible people
O2: Improve brand awareness S2, S4, S6, S7, S16, S17, S20, S22, O1, O2, O3, O4, O9, O15. In the
lodging industry, it is generally accepted mandatory factors for a facility to offer quality service in
order to be a strong brand. For instance, a membership to Design Hotels™, which is a society
offering unique services in terms of life style and comprised of only 200 member hotels selected
among the applications from almost 40 countries worldwide, provides many great advantages and
opportunities to the hotels (Design Hotels™, April 4, 2014

\ : Make use of the ITs efficiently S3, S5, S6, O2, O3, O4, O5, O6, O7, O8, O9, O10, O11, O12, O13,
O14. The BHs regard to share the services they offer (photographs of rooms, private dinners,
weddings, parties or any details about the hotel) with their followers as a marketing communications
tool that must be certainly used as a marketing channel.

The Role of Social Media

Social media enables hotels to hone in on their best, most vocal advocates,
and then leverage their opinion further.

The influence of peer opinions on social media are very valuable, and can
help create a base of loyal guests. According to Hootsuite, 92% of consumers
trust brand advocates, and 9 out of 10 say recommendations from friends
and family members are their most trusted form of advertising.

Always encourage guests to share their experience, at all the various stages
of their trip. Encourage them to share their booking, share photos, and to
share a review of their stay after they get back home.

To persuade guests to be vocal, provide an incentive.

For example, you can reward friends with a discount when they share,
reward the guest with a discount for their next stay, or give them an add on
to their upcoming booking

According to TripAdvisor, 83 percent of travelers say these ratings are important

when choosing accommodations. Recent, favorable reviews will keep your hotel’s
popularity ranking current, leading to improved visibility and more potential
interest from guests
Optimize your website for search engines

One of the most crucial strategies for hospitality marketing involves ensuring the
visibility of your hotel's website on search engines. This can be done through a
process called search engine optimization, or SEO.

If you're new to the concept of SEO, here's a brief explanation: search engine
optimization involves making critical updates to your website's content, code, links,
and occasionally layout to improve its likelihood of ranking in user searches.
Essentially, it's the process by which you improve your hotel's website to make it
more likely to show up when someone searches for something like "book a hotel in
[your city]."