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Introduction
Based on current market trends and change that is prevalent within the hospitality industry; Halifax, Nova Scotia is not exception to this trend. Some of the well-known places in this market are The Hollis Halifax – a DoubleTree Suites by Hilton (hilton Novia, n.d.). This hotel has managed to gain the necessary market position in the region as being a hotel that targets businessperson, tourists and those who prefer to stay for a long term either for business or leisure. Given that Halifax has been rapidly developing into one of the significant economic centres in Atlantic Canada, there are many opportunities and threats that the hotel industry must address and respond to promptly and impersonally. Background: The hotel accommodation in Halifax has a combination of historic feel and all supporting facilities that can suit travellers in different needs. The Hollis Halifax, which is in the downtown area, seems poised to take maximum advantage of the mix. Though, new entrants are engaging in competition, and they are able to perceive changes in consumer behaviour and world issues like the COVID-19 pandemic brought about new challenges as well as opportunities (Nova, 2024). According to the data available, tourism industry in Halifax has quickly recovered from the effects of the pandemic and there is a notable increase in the number of domestic as well as international tourists. This has been compounded by the city’s rich cultural life, its locational advantage as a starting hub for the Atlantic Canada region, active marketing of the city by tourist boards, the emergence of Airbnb and other models of accommodation and change in tourist’s expectations. For example, people are trending towards individualistic experiences in travel, and thus, there is a rise in preference of small and individualised accommodation providers such as boutique hotels and providers who customise their services. Rat It is the objective of this research paper to discuss the last-mentioned gaps with respect to the positioning strategy and competitive actions of mid-sized hotels in secondary markets, such as Halifax. Much of the literature has concentrated on the large metropolitan regions but little is known on the small urban centres. Drawing from The Hollis Halifax, this paper aims to discuss the local competition, current trends and emerging consumer behaviour so as to chart out a coherent course for managing hotels.
Aims and Objectives: Accordingly, the main objective of this paper is to assess The Hollis Halifax’s current strategic posture and suggest monumental strategies that will boost its competitive edge. The specific objectives include: To conduct an internal audit of The Hollis Halifax within the context of the competing environment within the geography. To examine the effect of external pressures with specific reference to the Airbnb firm in Halifax. To ensure that the following challenges are addressed I shall recommend the following operational strategies that will seek to harness the strengths of the hotel.
Hotel Overview and Analysis
The Hollis Halifax – a DoubleTree Suites by Hilton is a hotel situated at 1649 Hollis Street, Halifax, NS that has started its operation in 1970. Being a member of the Hilton Worldwide the hotel leverages on the reputation and member rewards programs for the Hilton while imparting to the guests the local hospitality and accommodation feeling complemented with contemporary comforts and services. The Hollis Halifax has branded itself as a first choice for the discerning business and leisure traveller to downtown Halifax that features large suites, up to date meeting space and facilities and many special service and guest comfort features. History and Management: The Hollis Halifax was established in 2014 and up to date has faced different transformations to meet the market challenges. It is operated that has shown huge potential and success of such hotel business in the market ( The Westin Nova Scotian (1930), Halifax | Historic Hotels of the World-Then&Now , 2024). The company’s management is also famous for its decentralisation approach, commitment to customers, employees’ productivity and active communication with communities. All the management practices of the hotel are done in support of the Hilton’s international standards to guarantee a consistent experience across the globe. Recruitment and Training: This hotel employs and trains staff in accordance to the procedures of recruitment policies that Hilton International has set for its hotel staffs. The recruiting process involve the policy of Diversity and inclusion since Hilton has a policy of embracing diversity. Staff development is done methodically, dealing with issues such as
posed a great threat to the hotels such as the Hollis Halifax to be compelled to alter the strategies or value they bring to the table to appeal to the consumers. Impact on Pricing and Occupancy: Probably, the major problem that arises from the use of Airbnb is the influence it has on hotel tariffs and occupancy. The results of some of the research have indicated that the penetration of Airbnb in a market see a decline in the ADR and occupancy of the hotels, especially over festive seasons. For The Hollis Halifax this means that the hotel must search for a way to set itself apart from Airbnb services such as stressing on the reliability of its services, the quality of its amenities and the convenience of the membership program. Changing Consumer Preferences: The growing trends in the Airbnb business also reflect changes the general buying trends of consumers in the global market. Cultural tourists especially the millennials and generations X and Z are on the lookout for something new and real that gives them the feel of the local culture. This trend is somewhat disadvantageous to traditional hotels, as they are considered to provide ‘standardized’ services and uncommercial experiences. For The Hollis Halifax, this means repositioning to better strike the need to supply memorable guest experiences that are more than just an overnight stay (Hilton Hellifax , n.d.) Regulatory Environment: An important consideration is the legal framework that encompasses Airbnb and other short-term accommodations in Halifax. Although, the city has come up with measures on Airbnb regulation that include licensing and occupational taxes, there are issues on enforcement of the two. It makes situation disadvantageous and unfair for the hotels, which must adhere to such strict norms and operational costs are also high. Proposing that the regulations are fair and pointing out the benefits of stained, regulated hotels can be part of The Hollis Halifax’s strategy to challenge Airbnb.
Action Plan
From the analysis of The Hollis Halifax, it emerges that the General Manager should undertake the following strategic operational actions. First, the hotel should concentrate on the quality of the services provided to the guests: creation of a unique concierge service and development of the upgraded loyalty program. In an effort to avoid or minimise cases of disorganisation in implementation of the services, especially during summer, it is suggested that the management of the company should incorporates an elaborate staff training and strict
quality check back up. Also, technology through the creation of an application optimizes organizational performance and fulfils the guest’s needs while promoting the business through data analytics. There is also the issue of sustainable practices such as the use of energy-efficient practices or measures which cut on the utilized energy or minimized waste, which will be an attraction to the environmental-conscious visitors. Last of all, the hotel should establish cooperation with local companies to provide some extras for the guests while benefitting the local community. These are the course of action based on the SMART framework that will make The Hollis Halifax a competitive establishment in the Halifax hospitality market to guarantee long timelessness and guest satisfaction.
Conclusion
In conclusion, The Hollis Halifax, a DoubleTree Suites by Hilton is one of the strategic establishments in the market satisfying both corporate and leisure travellers needs of comfort and innovation. However, due to the stiff competition being experienced due to new entrant businesses such as Airbnb and changing customer preferences, the hotel at hand has to come up with a strategic plan that will enable it to capitalize on its strengths while it minimizes on its weaknesses. Thus, The Hollis Halifax must personalise the guest experience, work on the overall consistency, adopt technologies, focus on sustainability, and engage local stakeholders to maintain and develop competitive advantage. The action plan given below based on the SMART model provides a roadmap for the management of The Hollis Halifax to follow so that the hotel maintains its growth in the highly competitive hospitality industry in Halifax.
Appendix 1
Sang, Toronto Travelled with family, Travelled with family and small children, Travelled with partner 15 Aug 2024 Liked: Cleanliness, staff & service, amenities, property conditions & facilities Great spot if you are travelling with kids. Stayed 4 nights in Aug 2024 Arazoo Travelled with family 11 Aug 2024 Liked: Cleanliness, staff & service, amenities, property conditions & facilities This was a nice hotel and the price was not bad for the nice location in the heart of downtown. It was close and walkable to the waterfront, restaurants and places to visit. It was our first visit to Halifax and the location was very convenient. We loved the city. Parking is not onsite but they have valet parking. Although it was a bit of a messy situation since the front of the hotel is right on a main street and does not have its own drive in area. However, you can park on the near parking site yourself or the valet could do it (not much a of difference on the price - not included on the room price). The staff and the valet were very accommodating. We had a little suite which was very roomy and clean. We loved the shower, which surprisingly had a really good flow considering many hotels don't. Overall excellent place to stay. kevin
Travelled with family 6 Aug 2024 Liked: Property conditions & facilities, room comfort No parking for unloading baggage on busy street As planned our check in was 11:30pm. The staff had let 2 cars park in the 2 spots out front and would not move until 4am. These are the only 2 spots for unloading baggage, and a safety concern. This needs to be fixed. Your building signage is also very poor and not the same name as The Hollis Halifax a DoubleTree Suites by Hilton Hotel. It took me 3 trips around the block to figure out where the hotel was.. Carrie Travelled with family 4 Aug 2024 Liked: Cleanliness, staff & service, amenities, property conditions & facilities Great location. Accessible to all the great spots of Halifax. The rating for good vs excellent. The room was dated. Curtains were stained, water damage in the bathroom, fan didn’t work in the bathroom. Defiantly have had better rooms at other hotels for same price and better condition. Also. Not continental breakfast. A bit of a disappointment. Ana Travelled with family 17 Jul 2024 Liked: Cleanliness, staff & service, amenities, property conditions & facilities This hotel is in walking distance to a lot of the downtown Halifax attractions and restaurants. So if walking is your thing this place is great! We had a partial Harbour view and it was lovely. I loved how our room came with a living room so there was plenty of space. I also
Great location. Clean room and nice interior. However, some of the room seems outdated as the curtain doesn’t cover the whole window and there is no hot water in the tap. Also toilet paper is not good lol Amanda Travelled with family, Travelled with group 30 Apr 2024 Disliked: Cleanliness, staff & service, amenities, property conditions & facilities Upon arriving, there was only 1 staff member for check ins with a long line up with a lengthy wait time. Hot tub was NOT working, we were not notified before our stay or when we checked in. Room was basically falling apart, every time you opened a cupboard it fell off the hinges. One part of the room was freezing while the other was a sauna. The pool was a mess - no clean towels and tons of dirty ones lying around. Extremely disappointed in our stay!!!! Daniel Travelled with family, Travelled with group 15 Apr 2024 Liked: Staff & service To start there was no heat. It’s 5 degrees outside bit turned off the heat so had two very loud portable heaters to make it tolerable. The room is not fully clean. The many surfaces have markings and stickiness from food and drinks and even after three nights they were never wiped down. They tolerate kids running around at all hours of the night slamming doors. The hot tub is non-functional and the restaurant has limited selection but food is good. Their prices are within the local market which is why i was surprised to see a 4$ perperson charge for coffee at breakfast especially when it is free in the lobby and my wife does not drink coffee. I felt ripped off. There is a lot better for the price in this city.
Natasha Travelled with family 10 Apr 2024 Disliked: Cleanliness, staff & service, property conditions & facilities The room look great upon arrival, decor was nice. Noticed the fine details of broken furniture, bubbled wall under window indicated water leak, looking further the wallpaper was peeling and black mold covering the walls. Specifically booked a hotel for hot tub, the hot tub was not filled for use. Staff was in throughout our stay to tidy the room which was nice. Staff was pleasant but a lot of miscommunication. For the price that was paid, we expected more attention to details. Verilea 3 Apr 2024 Liked: Cleanliness, staff & service, property conditions & facilities, room comfort Special care was taken to ensure great stay My mid-week stay was lovely. Front desk service was excellent. They called me a taxi, answered map questions, allowed me to arrange a late check out, and the pool cleaner ensured my pool swim was uninterrupted and pleasant. There were quitr a few swimmers the evening before but during the late morning I had the pool to myself. The room was clean and spacious. The restaurant waitress went above and beyond to get me take out containers since I had to rush out before finishing my meal. Bed pillows and robes were luxurious. I should have inquired about where to park before arriving but valet parking was very helpful to me as I was not familiar with local parking. Verified traveller 22 Mar 2024 Liked: Cleanliness, staff & service, property conditions & facilities, room comfort
Travelled with family 13 Jan 2024 Disliked: Staff & service, amenities, property conditions & facilities Terrible employees, who were no where around to help, because they were smoking weed instead of working. We went there for the pool and hot tub with the kids. Neither one was working According to some other unhappy guests so we never went swimming. The room was dirty and full of other people’s food and chips on the floor etc. there was no heat in the room and the wife and kids had to shiver in their jackets Extremely uncomfortable pillows Janet 10 Dec 2023 Liked: Cleanliness, staff & service, amenities, property conditions & facilities After reading some other reviews I was a little worried about staying at this hotel, but it exceeded my expectations. Previous reviews had mentioned issues with the room temperature, but in my case, the room was cool and I was able to turn on the heat as I needed. The bedroom and living space each had a large window with a harbour view, the living area was clean and comfortable, the beds were extremely comfortable. Front desk staff were friendly and welcoming. If I had any complaint it would be that there was a bit of a musty smell around the sink, but it was not overwhelming or noticeable in the rest of the room. I liked that the layout of the suite wasn’t box-y. The location was minutes to the harbourfront which was perfect! It was definitely a pleasant stay and I will stay at this hotel the next time I am in Halifax. Gail Travelled with family 3 Dec 2023 Liked: Staff & service Disliked: Property conditions & facilities
Not as well kept as you’d expect with “Hilton” attached , seems like it’s older than it is, carpets are need of a deep stain removing clean. Pool area is 2 star at the most. Just not a great experience but the valet was great as was the front staff. Mark K wrote a review Apr 2024 Gatineau, Canada5 contributions1 helpful vote Amazing! I've never had a more pleasant experience at a hotel. We had a booking issue and were able to move our booking to the next day with no issue. We were welcomed by friendly staff and given a high floor room which my kids loved. The room was clean and welcoming. The pool area and workout center were enjoyed by my kids. I forgot my charger in the car and the valet had no problem going to get it and return to my room. I'm a regular Hilton customer and this was the best experience I've had. s c wrote a review May 2024 Petersburg, Virginia574 contributions124 helpful votes Great location Hotel selection made by tour operator. Thought excellent location near waterfront. My room on upper floor with excellent views. Suite hotel, so felt in a small apartment. Disappointed hot tub out of service but had been notified prior to arrival. Had occasion to use guest laundry. Only issue felt $3 little steep. Didn't enjoy breakfast but don't know if hotel or tour operator responsible. Lily wrote a review Jun 2024 Toronto, Canada229 contributions76 helpful votes Best reception ever Great Hotel and amazing service. I was greeted with such amazing warmth at reception by Wit and Manesh. I have travelled the world and have not experienced such warmth.
Love this hotel We have stayed here numerous times over the years, and seen the hotel go through good times and not so good times. But now it is an absolutely terrific place to stay. As mentioned in previous reviews breakfast at the Cannery is a winner, innovative and delicious. The rooms are spacious, the staff delightful, especially the front desk staff. A special shout out to Stephen who is always so gracious, helpful and friendly. It is so great to see the hotel back to its previous high standards. I look forward to many more stays. wrote a review Jul 2024 Cambridge, United Kingdom862 contributions343 helpful votes Great location Walking distance from the main attractions and many pubs and restaurants. Spacious room with a view of the harbour. The hotel restaurant does a good breakfast. We had a very pleasant stay. Would have been perfect if it wasn't for the very old and loud air conditioning system.
