The next six months will probably decide the next one to two year strategy of the market and the Fiona hotel. The overall global market is undergoing a change affected due to external events of multiple bilateral agreements, trade enhancements agreements, and also some reassessment of old strategies of global corporations are to be seen. Toyota exiting Australian manufacturing unit and the emergence of the Volkswagen scandal in the end of 2015 has been making the markets more resilient against violators and people have stated to lose confidence in multinational corporations. Such events and other macroeconomic factors affecting the market such as political instability, economic revival and assessment, social and technological changes are playing a ticking game for the market (Roth and Fishbin, 2015) and especially on Hong Kong which is a major Asian business destination for regional and international corporations.
- The hotel market is undergoing a consolidation phase and there are more internal synergies created to be expected in the hotel market where groups joining and merging for better alignment with specific purposes.
- The economic market will remain in a wait and watch situation as most multinational companies are seeking a sound investment environment to start with and Hong Kong being on the investment radar for many the onus is on the external environment and the internal governance that supports the investments (Conrady and Buck, 2012).
- The rise of pandemics like Ebola, and market failures of certain key countries has been a worry for investments. However, Hong Kong enjoys a prestigious position among world cities to be chosen as a major financial centre in Asia. The market for Hong Kong is to be stable and not rise faster.
- The market will be more self-sufficient as if the foreign arrivals go down, it is important to be self-sufficient and remain inherently strong to strive for consistent occupancy and ADR maintenance (OCDE, 2014).
- The challenge for the hotel will be to keep itself differentiated because more hotels in the market will mean more competition and the hotel will need to sustain its preferred position of guests to sustain its profit seeking exercises.
- The market will see some tightening of availability of finance and this will be an indicator of how the hotel has preserved its past treasuries and funds and how active it is in understanding financial control (Pechlaner and Smeral, 2014).
- The market will also see good opportunities for distress sales of existing running hotel which are not able to continue in this difficult market. This can be a good opportunity to capitalise on stressed hotel assets to capture a large market share in an inorganic manner.
- The confidence in the sector as a whole has improved and this has converted into more investments and seasoned professionals and deep pocketed investors coming into the market like Hong Kong. This is a major benefit as the industry becomes more and more advanced as it grows and surpasses multiple recessions’ behinds itself(Kimes, 2010).
- Asian countries including Hong Kong has remained more promising markets and unsaturated as compared with the US and Europe which are experiencing more consolidation phase and mergers and acquisitions are dominant. Hong Kong will further see gradual investments going up and this will convert the industry into more matured one with fewer players remaining in the market. This is a great opportunity to be one of these consolidators and be a major player in the market with little competition around.
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