BAH Faculty held a Focus Group Discussion on Brand Performance Analysis on National Hotels to Develop Competitiveness Facing a Single Market in ASEAN

On Thursday, 26th March 2015, the research team in Business Administration and Humanities (BAH) Faculty held a Focus Group Discussion (FGD) on the theme, “Brand Performance Analysis on National Hotels to Develop Competitiveness Facing Single Market in ASEAN.” The research team members included Mrs. Nila K. Hidayat, the chairman of research the team, Mrs. Imelda Suardi, Mrs. Loina Lalolo Krina P. and Mrs. Munawaroh Zainal.

Nine representatives from six hotels were present on the day of the FGD, namely Neo Hotel Melawai Jakarta, Grand Zuri BSD City, Atria Hotel Gading Serpong, Parador Hotels & Resorts, Ara Hotel Gading Serpong, Fame Hotel Gading Serpong and Sultan Hotel. All of them were asked 5 questions in regard to the factors affecting the competitiveness for national brand hotels in Indonesia.

This research aims to identify values and local identities that a hotel needs to be a unique national brand with competitive value. Also to identify what strategies should be made by the national brand hotels in order to be able to compete with internationals hotel and what indicators can be used as a reference in measuring hotel business performance.