Sie sind auf Seite 1von 6

Table of Contents

Introduction....................................................................................................................................2
SWOT analysis of Frasers Hospitality Trust (FHT)...............................................................2
Conclusion.......................................................................................................................................5
Reference.........................................................................................................................................5

Introduction
Frasers Hospitality Trust (FHT) is an international hotel system and
serviced house trust founded with the major policy of capitalizing worldwide on
1

a long-standing basis, straight or circuitously, in an expanded portfolio of


income-producing real estate and real estate-related assets used principally for
hospitality drives. According to FHT official website (FHT, 2016), the current
hotel system comprises 12 properties including 6 hotels and 6 serviced
residences.

The

six

hotels

are

InterContinental

Singapore

(Singapore),

ParkInternational London (England), Best Western Cromwell London (England),


Novotel Rockford Darling Harbour (Australia), ANA Crowne Plaza Kobe (Japan)
and The Westin Kuala Lumpur (Malaysia). The six serviced residences are
Sydney (Australia), Fraser Place Canary Wharf (England), Fraser Suites Queens
Gate (England), Fraser Suites Glasgow (Scotland), and Fraser Suites Edinburgh
(Scotland) (FHT, 2016). The company is funded directly by Frasers Centrepoint
Limited (FCL), which is a full-fledged global real estate corporation and one of
Singapores top property enterprises with total asset up to 22 billion US doolar
(March 2015, FHT, 2016). This report will give an SWOT an analysis on FHT
which specializes on hotel and hospitality sector.
SWOT analysis of Frasers Hospitality Trust (FHT)
Theoretically, SWOT analysis is defined as an advantageous practice for
understanding an organization in terms of

internal factors (Strengths and

Weaknesses) and for recognizing the external factors particularly in the


marketplace (Opportunities and Threats) which have a critical impact on the
organizational performance of that business (Hill and Westbrook, 1997). As a
result, business managers can comprehend whether a circumstance has
sufficient aspects in its favor and eventually worth being taken into
consideration.

Figure: SWOT analysis


Applied into the existing situation of FHT, the SWOT analysis will give an
insightful scrutiny depending on accessible primary and secondary data for the
managers to better promote the business performance in and out of the
corporation environment. The sector of hotel and hospitality requires the
manager the outstanding communication competency as well as striking
human resources management (HRM) that are utterly necessary in a
progressively competitive business arena.
The SWOT can be represented generally with the following main points.
About internal strengths and weaknesses that the corporation is
possessing, it can be said that the widespread brand reputation of FCL has
made up the majority of the current success of FHT in the context of more and
more hotels and hospitality service entrants setting foot in the game and
obviously posed as threatening rivalry forces. FHTs strong brand profile has
facilitated the corporation to boost up its marketing to attract more customers
especially the hotel system of FHT stretched over five continents of the globe
such as InterContinental, Holiday Inn, Holiday Inn Express, Crowne Plaza ,Hotel
Indigo and Staybridge Suites which are all extravagance hotels. In addition,
3

thanks to the prestige of FCL, FHT has been sponsored with undisputed
benefits and gained its own fame by exceptional performance in recent years.
The hotels is diversified in multipurpose system that allows them to deliver a
variety of offers to a wide range of guests from civilians to businesspersons,
families

to

national

leaders,

celebrities

or

other

important

persons.

Furthermore, the hotel system is professionally managed with high competency


and great operating practice with Priority programs for sustaining the loyalty of
customers. When the customers participate in the program, they are
guaranteed to be receive top-notch services such as champagne butlers,
private masseurs and chauffeurs who are willing to satisfy the requirements of
customers from the basic ones. Members of this program can convert points
gathered from preceding check-ins for free lodging or other hotel benefits.
From the financial report of FHT (FHT, 2016), the revenue has been growing
since 2009 which are attributed to the superb alternations in service
management as well as the development of hotel operating performance with
the statistics

showing that the

InterContinental

Hotel

Singapore

operating
(35.7%)

margin
was

also

of

hotel

quintuple

alone

that

of

surrounding hotels (with average 5%)(FHT, 2016).


Also in the annual report of FHT, the current ratio was 0.77, which is
lower than 0.86 in 2012 and also lower than its opponent like Hyatt (1.39). This
can be considered a weakness that FHT hotel system has to figure our
resolution in short term. As can be known that lesser ratio shows that the
liquidity status of the business is more fragile than its opponents, besides the
corporation assets hs seen a slight decline since 2013 and an upsurge in
liabilities. Hence, inadequate money and liquidity status will generate
drawback to FHT while its has the long term plan of staying ahead in the hotel
industry.
About external aspects that may either facilitate the corporation to better
perform at ease or negatively affect its operations. Opportunities that are
within reach in current situation are the recovery of regional economy after a
severe recession in 2008 with an increasing number of visitors coming to
countries where FHTs hotels are located including Singapore the headquarter,
the USA, and Europe. According to the FHT (2016), around 70% of people in
which students of exchange programs or overseas ones account for the
4

majority are travelling for diverse purpose such as education, employment, or


leisure purpose ( relaxation, tourism or exploration). It is calculated that the
typical disbursement of students is 2,755 US dollars in 2-month trip, and FHT
has been ready with over 4,000 hotels across the world. The corporation
experts and even outsiders also presume that this is a one in a lifetime
opportunity to make more money and gain more prestige from the favorable
pool of customers. Additionally, FHT is utilizing one of their opportunities which
is various tactical creativities now directing their business to sustainable
growth.
However, the external environmental factors are not always beneficial
but possible threats when the fluctuations in foreign currency exchanges rate
will negatively affect the business of the corporation due to its expenditure
increase, which it may destructively influence the company to deal with other
rivals. As aforementioned, the competition in the hotel and hospitality is
getting aggressive when more hotels which are sponsored by large enterprises
with great ambition to dominate the market share that FHT is currently holding.
The situation forced FHT to thoroughly upgrade its strategic plan and service
management to boost up the hotel profit.
Conclusion
Frasers Hospitality trust is an international corporation, and it will go on
growing its business in the hotel industry with effort and confidence. From the
SWOT analysis which has pointed out the insight of the business performance
of what should be sustain and improved as well as what should be diminished
and minimized for the triumph in the future.

Reference
1.

[Online] Frasers Hospitality Trust Official website (2016).

Available at: http://www.frasershospitalitytrust.com/about_us.html


Accessed on June 8th 2016.
2.
[Online] Frasers Hospitality Trust Official website (2016).
Available at: http://www.frasershospitality.com/en/about-us/heritage.html
Accessed on June 8th 2016.
3.
[Online] SWOT analysis examples (2010). Available at:
http://pestleanalysis.com/swot-analysis-examples/
Accessed on June 8th 2016.
5

4.

Hill, T. and Westbrook, R., 1997. SWOT analysis: it's time for a

product recall. Long range planning, 30(1), pp.46-52.