SWOT ANALYSIS.

Strengths

• Ibis hotel belongs to Accor Brand, this brand owns over 3,500 hotels around the world, so the Ibis brand is a very recognized brand.

• The Loyalty Programs of Accor “LeClub Members” 15 million of members around the world. And over 250,000 members of “Accor Advantage Plus in Asia Pacific”.

• It’s location near to CBD and attractions make it perfect for the 2 main market segments 40% business people 60% leisure

Weaknesses

• The rooms are very standard and most of the complaints of the guests made via websites like TripAdvisor are because of the lack of services in the rooms.

• The material of construction of the rooms is of low quality and there are complaints about them.

Opportunities

• Create new loyalty members, as mentioned before there are already 15 million of members around the world, with the reward points of the app we will encourage people to become a loyalty member of the hotel.

• 40% per cent of the market segment of the Ibis is Business people. Business people are more likely to use the services of the app.

• Reduce the amount spent monthly in electricity with the power sensor

• Return of investment with the power sensor “verdant online connection kit”

• Attract more of the “Y” generation market.

Threats

• The main competitors (Vibe Hotel and Rydges World Square) offer more services like; breakfast, WiFi, mini bar with better rates.

Vibe from $200 AUD depending availability

Rydges World Square from $240 AUD depending availability

Ibis World Square from $200 AUD depending availability