Edward Hotel North York
1 2017
SWOT Analysis
Strengths
Key assets:
Location - just set off HWY 401, 404, minutes
from Don Mills Subway Stn; Fairview Mall, 20
mins from Downtown
Lots of Free parking and space
Free Wifi available - guest rooms and public
areas
Facilities: Full-service, Smoke free;
Restaurant Breakfast ($), bar/lounge??
Coffee shop? Pool and sauna
Plenty of property space to exploit
Flexible Meeting Space and Ballroom Space
for business and events, accommodating
groups ranging from 10-500
290 rooms - plenty of rooms to accommodate
In room amenities- flat screen TV, renovated
showers, mini fridge
In process of renovation - newer amenities,
fresh, modern - design, decor
Competitive rates
Shuttle service available upon request
Strong leadership of managers with years of
experience and training proficiency
What makes Edward Hotel unique?
Availability of Free parking
Attentive and friendly front desk staff
Large space for meetings and events
available
Natural lighting in Meeting Rooms
Wedding/Catering and Meeting planner on
site - Lily
Availability of extended stay
Feb.
Weaknesses
Vulnerabilities:
Inexperienced staff with little to no prior hotel
experience and education, training (employee
selection process??)
High dependence on tourists (highly sensitive
due to seasonal, political events, etc)
Low productivity of sales/marketing team
Poor organization and internal
communication of employees (language
barrier)
Lost business in the past at this location
Occupancy: Less than 30% over period of
time (December 2016, January 2017)
In need of renovation of guest rooms
Not a brand hotel = Lack of recognition
Limited focus on business travellers
Lack of a Vision that is made aware to all
employees: housekeeping, desk clerks,
managers, kitchen, etc
Poor online presence / marketing + lack of
strategy development processes for sales
Lack of creative advertising + reputation?
Low technical innovations to improve
customer experiences
Limited market share
Not diversified
Lack of functionality
Operational Inconsistency
Stagnated growth - slow
Lack of Guest walk in, again because lack of
marketing
Youth focused
Competition from branded hotels in the area,
such as Sheraton, Delta
High Customer dissatisfaction: based on reviews
(Expedia, trip advisor, booking)
Unprofessional staff (other than front desk)
Condition of amenities in rooms, such as dirty
fridge, coffee pots, bathtubs, etc
Problematic housekeeping - booking engines
indicate daily housekeeing, whereas, reviews
emphasize if stay over 1 night, the room is
not freshened up for the next day
Breakfast is not worth the money
Caters mainly to bus tours and students
(Oriental clientele)
 Edward Hotel North York
SWOT Analysis
Opportunities
Lots of businesses in the area - opportunity
for corporate travel and meeting assembly
Lots of hotels near by, hence giving the
opportunity to establish competitor
relationships (if a competitor cannot
accommodate a client, they can refer to
Edward Hotel)
High potential in markets
Digitalization and better use of technology to
exploit the product, offer visibility, presence,
marketing and distribution - be present across
as many social networks as possible
Incentive opportunities to attract clientele
Recent renovations - newer feel to the hotel
than competitors
Guest dependency: repeat corporate
business
Potential training programs for employees to
insure consistency in work ethic
Feb. 1 2017
Threats
Competition: Many hotels near by already
offering same product
Market entry: potential for a competitive
brand to enter the area with similar product
Competitors are branded hotels with a long
standing and are well established in the
industry
Competition on price points
Bar and restaurant are not functional during
the day - plenty of restaurants nearby
Third Party websites - less revenue, lack of
control
Staff needs to be kept engaged through
retention plans
Recovery from renovations and economic
downfall of hotel may take time
Financial constraints on the company
Technological advances in the industry -
Hotel is falling behind
New technologies that threaten to displace
the existing products