Benchmarking as a strategic tool for optimising event management in the hotel industry
Jensen, Jodie (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025101626083
https://urn.fi/URN:NBN:fi:amk-2025101626083
Tiivistelmä
In the context of the events market, which is characterised by its high degree of competitiveness, hotels are compelled to adopt clear positioning strategies and undertake strategic development of their offerings. In order to distinguish themselves from competitors, it is imperative that businesses implement a targeted offering structure, emotional staging and digital infrastructure. Therefore, it is necessary to understand how event hotels position themselves in comparison and which strategic measures can contribute to differentiation. The objective of this thesis is to explicate how ARCOTEL Camino Stuttgart positions itself in comparison to selected competitors and what recommendations for action can be derived from a benchmark analysis. The following research question was thus formulated: This study sets out to explore the strategic areas of development that arise from the competitive comparison for ARCOTEL Camino Stuttgart in the context of the event hotel market.
In order to answer the research question, a qualitative benchmark analysis
was carried out. In this analysis, five relevant competitors were examined on the basis of defined criteria. The evaluation process encompassed a range of criteria, including the offer structure, design profile, sustainability communication, digital equipment and target group approach. The analysis demonstrates that ARCOTEL Camino has a robust foundation, yet there is scope for enhancement in domains like emotional staging, digital infrastructure and the visibility of sustainable measures.
The findings indicate that strategic investments in design, technology and communication are imperative to enhance competitiveness. Further research could concentrate on the perspective of guests, quantitative performance indicators and international comparative studies, with a view to enhancing the strategic positioning of event hotels.
In order to answer the research question, a qualitative benchmark analysis
was carried out. In this analysis, five relevant competitors were examined on the basis of defined criteria. The evaluation process encompassed a range of criteria, including the offer structure, design profile, sustainability communication, digital equipment and target group approach. The analysis demonstrates that ARCOTEL Camino has a robust foundation, yet there is scope for enhancement in domains like emotional staging, digital infrastructure and the visibility of sustainable measures.
The findings indicate that strategic investments in design, technology and communication are imperative to enhance competitiveness. Further research could concentrate on the perspective of guests, quantitative performance indicators and international comparative studies, with a view to enhancing the strategic positioning of event hotels.