The Impact of hotel rebranding from international chain into local chain to improve business performance with the case study at The Sultan Hotel Jakarta (formely known as Jakarta Hilton International)
The main purpose of this research is to study and analyze the impact of sultan hotelrnRebranding in improving business performance after its rebranding in 2006, andrnCustomer purchase preferences, satisfaction and loyalty.rnThis research used both primary and secondary data that analyzed using spss andrnPhstat. Primary data consisted of questionnaires distributed to the hotel guests.rnMeanwhile, secondary data were collected from internal sources. Paired-samplesrnAnalyses were conducted on the hotel?s Pre- and post re-branding (occupancy,rnAverage daily rates (adr), revenue per available room (revpar), gross revenuernAnd net operating profit (nop)).rnThe results revealed that after the rebranding, hotel?s Occupancy, revpar, gop, andrnNop increased significantly; adr reflected a non-significant increase, while totalrnRevenue f&b reflected a non-significance decrease (result of closing two f&brnOutlets).rnBased on overall performance, sultan hotel is perceived to be the best hotel by itsrnCustomer. However continues effort to be made for improvement of quality of productrnAnd services.
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