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Regal Carnation

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Regal Carnation Hotel, Guam

Depuis l’avènement du tourisme à Guam, lorsqu’en 1967 Pan American Airways a inauguré le service depuis le Japon, l’économie de l'île s’est étendue et diversifiée. Disposant d’un climat régulier chaud et ensoleillé, l’île jouit d’un potentiel attractif centralisé autour de ses activités en bord de mer.

Présentement, plusieurs vols réguliers se font de multiple pays incluant le Japon, la Corée, Taiwan, Australie, les Philippines, les îles de la Micronésie et les États-Unis. Chaque année, Guam reçoit un nombre record de touristes. Selon le report de statistique de Juin 2009 fait par l’Association de Guam Hotesl & Restaurants, l'île a 25 hôtels avec 7,725 chambres d’hôtel. Sur Guam, le tourisme est le secteur économique étant en plus grande croissance. Environ 80% des touristes qui visitent Guam proviennent du Japon, sinon de la Corée ou de la Chine. Le taux d’occupation des hôtels sur Guam se situe entre 60 et 65%, et entre 80 et 85% pour les hôtels situés directement sur la plage. Une particularité de Guam est que la plupart des visiteurs ne reviennent pas sur l’île et donc qu’une majorité de la clientèle est difficilement fidélisable.

L’étude de cas suivante s’intéresse à un hôtel en particulier, The Regal Carnation Hotel. Cet hôtel est un trois étoiles relativement neuf qui contient 150 chambres standards et se situe à quelques 90 mètres du bord de l’océan. Les clients du Regal Carnation peuvent utiliser les aménagements des autres hôtels avoisinants, moyennant des frais, afin d’avoir accès à la plage. Les prix des chambres au Regal Carnation sont compétitifs et se situent environ 25 à 30 % au-dessous de la compétition ayant l’accès à la plage. La majorité des réservations à l’hôtel sont faites à partir du site Internet qui met en valeur une ambiance de grande luxure et d’élégance. Lors de la confirmation de réservation, l’hôtel insiste sur une politique de paiement en avance complet et de non-remboursement si le séjour est écourté.

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