INTRODUCTIONHotel owners world­wide

INTRODUCTION
Hotel owners world­wide have recognized the importance and benefits of belonging to a benchmark. To remain competitive, they opt for joining an international hotel chain and get slotted into that chains’ multi­tiered branding system or by paying to have independent rating agencies inspect regularly their properties and to validate their claims on services and facilities. International hotel chains have always had an edge over independent hotels by virtue of brand recognition. It is this reason why brands protect and maintain their service and quality standards so vigilantly. This is their key to successful marketing. Their customers will experience no surprises but more importantly, no shocking experiences. Having a recognized classification system will make competition fairer.
The Federation would like to explore if the possibility of an internationally recognizable hotel classification system would be beneficial to the hotel industry in Hong Kong. If so, what are the economic impacts, what are the problems and opportunities for our industry and consumers, what are the rating criteria, who are the qualified international independent hotel experts to carry out a fair grading criteria. Would it be acceptable to hotel owners, hotel managers as well as consumers and why, how is it being maintained.
OBJECTIVES OF THE HOTEL CLASSIFICATION SYSTEM FOR H.K.
1. Assisting the HKTA to market Hong Kong to the different market segments.
Assisting the Hong Kong Tourist Association to fully understand the quality in terms of service and facilities of its diverse portfolio of hotels, and to enable them to market and position Hong Kong in the different market segments. Presently, it is extremely difficult for HKTA to market Hong Kong as a preferred destination due to Hong Kong’s average room rates that hovered amongst the highest in the world before the Asian crisis.
The current classification system is out­dated and inadequate and it is time to implement a classification that is internationally comparable and meaningful.
2. Coping with the age of information technology
In to­day’s world of B to B, B to C way of doing business, more and more hotel guests (consumers) base their purchase decisions on information (rates, star rating, facilities, service and location) published in the web­site. With a hotel classification system, hotels in HK could be compared with hotels located in other cities in the region. At the moment, rack rates of Hong Kong hotels published in the Internet have created a wrong impression to consumers that Hong Kong is too overpriced. To justify these rates, a globally recognized hotel classification system is vital to help them gauge value to price in their selection of hotels. With the system, we expect the variance between posted room rack
July 2000
1

ผลลัพธ์ (ไทย) 3:

INTRODUCTION
Hotel owners world­wide have recognized the importance and benefits of belonging to a benchmark. To remain competitive, they opt for joining an international hotel chain and get slotted into that chains’ multi­tiered branding system or by paying to have independent rating agencies inspect regularly their properties and to validate their claims on services and facilities.กลุ่มโรงแรมระหว่างประเทศเสมอมีขอบมากกว่าโรงแรม อิสระ โดยอาศัยอำนาจของการรับรู้แบรนด์ มันอยู่ที่ยี่ห้อ ปกป้อง และรักษามาตรฐานคุณภาพและบริการของตนเพื่อให้เข้มงวด นี้เป็นกุญแจสำคัญของการตลาดที่ประสบความสำเร็จ ลูกค้าของพวกเขาจะได้สัมผัส ไม่ต้องแปลกใจ แต่ที่สำคัญคือ ไม่มีประสบการณ์ที่น่าตกใจมีการจัดหมวดหมู่ระบบ จะทำให้การแข่งขันที่เป็นธรรม .
สหพันธ์ต้องการที่จะสำรวจความเป็นไปได้ของการเป็นที่รู้จักในระดับสากล ถ้าโรงแรมหมวดหมู่ระบบจะเป็นประโยชน์กับอุตสาหกรรมโรงแรมในฮ่องกง ถ้าเป็นเช่นนั้น อะไรคือผลกระทบทางเศรษฐกิจ สิ่งที่เป็นปัญหาและโอกาสสำหรับอุตสาหกรรมและผู้บริโภคของเรา อะไรคือคะแนนเกณฑ์ who are the qualified international independent hotel experts to carry out a fair grading criteria. Would it be acceptable to hotel owners, hotel managers as well as consumers and why, how is it being maintained.
OBJECTIVES OF THE HOTEL CLASSIFICATION SYSTEM FOR H.K.
1. Assisting the HKTA to market Hong Kong to the different market segments.
Assisting the Hong Kong Tourist Association to fully understand the quality in terms of service and facilities of its diverse portfolio of hotels, and to enable them to market and position Hong Kong in the different market segments. Presently, it is extremely difficult for HKTA to market Hong Kong as a preferred destination due to Hong Kong’s average room rates that hovered amongst the highest in the world before the Asian crisis.
The current classification system is out­dated and inadequate and it is time to implement a classification that is internationally comparable and meaningful.
2.การรับมือกับยุคเทคโนโลยีสารสนเทศ
ในองเป็นวันโลกของ B B B กับ C วิธีการทําธุรกิจมากขึ้นและแขกของโรงแรม ( ผู้บริโภค ) ฐานของการตัดสินใจในการซื้อข้อมูล ( อัตรา ระดับดาว สิ่งอำนวยความสะดวก บริการ และสถานที่ ) เผยแพร่ในเว็บไซต์องเว็บ กับระบบการจำแนกโรงแรม , โรงแรมในฮ่องกงอาจจะเทียบกับโรงแรมที่ตั้งอยู่ในเมืองอื่น ๆในภูมิภาค At the moment, rack rates of Hong Kong hotels published in the Internet have created a wrong impression to consumers that Hong Kong is too overpriced. To justify these rates, a globally recognized hotel classification system is vital to help them gauge value to price in their selection of hotels. With the system, we expect the variance between posted room rack
July 2000
1