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Research Outline
Prepared for Philip | Delivered July 24, 2019
Australia Boutique Hotels: Competitive Analysis
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Goals
Determine the competitive landscape of boutique hotels in Melbourne and Brisbane. This information will be used for a hotel brand positioning marketing strategy for a property in Australia.
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Early Findings
MELBOURNE
The Como
The Como
is a boutique hotel in Melbourne.
It houses
well-designed rooms
and an intricately-designed interior.
The hotel is also a favorite spot of
famous entertainment personalities
.
The hotel's suite includes a
jacuzzi, a grand piano
, and an exclusive terrace.
Como's dining establishments include the
Sobar street bar
.
The bar is known for its cocktails especially the
South Yarra Spritz
, a gin cocktail derived from the elder flower.
The Adelphi Hotel
The
Adelphi Hotel in Melbourne
is known for its nostalgic style.
T
h
e
hotel's design is partially inspired by the
'60s era
without the garishness.
T
h
e
architecture of the hotel is praised for its
clever and unique design
.
T
h
e
hotel's floor features a zigzag design and there are
novelty pieces in guest rooms
such as lolly jars, whimsical lamps, furry rugs, and other unique decors.
It is also known for its
premium service
and good location.
The hotel houses the
Om Nom restaurant
where guests can avail of a dessert degustation menu.
There is also a pool at the
hotel's rooftop area
. The pool is a favorite among photographers due to its glass bottom and its
protrusion over
the Flinders Lane street.
The hotel provides free minibar items to its guests.
Adelphi was "voted as the
best boutique hotel
in Victoria."
BRISBANE
Ovolo Inchcolm Brisbane
The
Ovolo Inchcolm Brisbane
is a boutique hotel in Brisbane that has been recently renovated.
The hotel is located inside a building that was erected during the
30s
.
Ovolo's
rock n
'
roll design
is considered to be an epitome of luxury.
T
h
e
hotel's design is also being compared to an artist's hangout in Paris because of its
creativity-inducing ambiance
.
Salon de Co
is a high-end restaurant inside the hotel's premises.
The restaurant tries to balance a home-like atmosphere and its artistic ambiance by applying concepts from the
Art Deco era
and the crazy years.
Spicers Balfour Hotel
The
Spicers Balfour Hotel
is known for its well-designed rooms and interior area.
The award-winning hotel combines elegance with a home-like atmosphere.
The hotel features a
veranda and a garden
with sweet-smelling plants.
Spicers Balfour has its own restaurant called "
The Balfour Kitchen
."
T
h
e
restaurant serves
modern Vietnamese
cuisine with a touch of French-style cooking.
T
h
e
hotel offers various
experiential attractions
such as winery tours, rainforest tours, eco safari, perfumery, and a river cruise.
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