Malta's three star hotel sector : analysing the possibilities of branding and new product development : an intra-sector perspective.

Abstract

This study aims to discover what the intra-three star hotel sector views regarding the possibility of creating a brand for the segment are and what can be referred to as encapsulating the sector's image together with identifying what its strengths are which could be used for purposes of branding. Moreover, the research also intends to explore what the opinion regarding three star hotels' current product is and whether there is a possibility to specialise into a particular hotel type and develop a new offer. The research is based on the data collected from questionnaires and interviews with managers of three star hotels given a number of limitations encountered which are elaborated in the dissertation. The results indicate that the sector does not consider there to be a possibility for the three star hotels coming together for purposes of developing and being represented by one brand, the reason being the degree of competition between the hotels which is extremely high among other reasons. The image and strengths identified mostly revolve around the sector's personalised, customer-oriented service, hotels being family run together with the cost aspect, namely the lower prices charged. Even though the sector recognises the need to upgrade the hotels' product offer, its views are rather uncertain as to whether specialising would bring benefits. Likewise, its outlooks are rather confounding as to what the new product should include in order to distinguish itself from other hotel categories. This implies that the three star hotel sector may need some assistance in the exploration of possible ideas and their eventual generation vis-à-vis branding and new product development. Even though the views expressed weigh more on the negative side, and are rather confounding, this research nonetheless provides a step closer to the topic under study and towards further possibilities for research in the field.