Exploring Strategies to Attract Asian Travelers in Ontario, Cali

EXPLORING STRATEGIES TO ATTRACT ASIAN TRAVELERS IN ONTARIO, CALIFORNIA

A Project

Presented to the

Faculty of

California State Polytechnic University, Pomona

In Partial Fulfillment

Of the Requirements for the Degree

Master of Science

In

Hospitality Management

By

Priya A. Patel

2019

PROJECT: EXPLORING STRATEGIES TO ATTRACT ASIAN

TRAVELERS IN ONTARIO, CALIFORNIA AUTHOR: Priya A. Patel DATE SUBMITTED: Spring 2019

The Collins College of Hospitality Management Neha Singh, Ph.D. _______________________________________ Project Committee Chair Professor and Director of Collins College Graduate Studies Michelle (Myongjee) Yoo, Ph.D. _______________________________________ Assistant Professor of Collins College Hospitality Management Margie Ferree Jones, Ph.D. _______________________________________ Professor of Collins College Hospitality Management

SIGNATURE PAGE

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ABSTRACT

The tourism and travel industry around the world has sustained many declines in

outbound travelers, however, the current trends have shown consistent and steady

increases. Recent tourism and travel statistics reflect an influx of Chinse tourist into the

United States and more specifically to Southern California. The growth in China’s

economy, development, and population, leads to an increase in Chinese outbound

travelers. In 2016, Chinese tourists spent the most dollars in the US in comparison to

inbound tourists from other countries. This high spending group has started to create a

new demand in the City of Ontario due in part to the addition of daily direct flights

between Taiwan Taoyuan International Airport and Ontario International Airport. This

increase in demand creates an opportunity for lodging facilities in the area. This

exploratory study will look at a combination of services, amenities, and internal and

external marketability opportunities of a single independent lodging facility, to ultimately

develop a strategy to help capture the benefits from this growth in tourism. Methods used

will include a SWOT analysis and competitive analysis. The academic significance for

this research is to yield results that are expected to better understand and add to existing

research in the context of Chinse inbound tourists. The practical significance is to create a

tailored strategy for Ontario Airport Inn management team to implement in order to

better serve and attract Chinse tourists.

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TABLE OF CONTENTS

SIGNATURE PAGE ....................................................................................................... ii ABSTRACT .................................................................................................................. iii

LIST OF TABLES .......................................................................................................... v CHAPTER ONE ............................................................................................................. 6

INTRODUCTION .......................................................................................................... 6 CHAPTER TWO ............................................................................................................ 9

LITERATURE REVIEW ................................................................................................ 9 CHAPTER THREE ....................................................................................................... 15

METHODOLOGY........................................................................................................ 15 CHAPTER FOUR ......................................................................................................... 18

FINDINGS.................................................................................................................... 18 CHAPTER FIVE .......................................................................................................... 31

DISCUSSION ............................................................................................................... 31 REFERENCES ............................................................................................................. 38

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Table 1 SWOT Analysis Matrix .................................................................................... 16 Table 2 List of Tourist Attractions and Activities .......................................................... 19 Table 3 Online Review Scores ...................................................................................... 23 Table 4 SWOT Analysis Matrix for OAI ....................................................................... 24 Table 5 Competitors Analysis vs OAI ........................................................................... 28 Table 6 Online Hotel Review Scores for Competitors.................................................... 30 Table 7 Proposed Strategies .......................................................................................... 36

LIST OF TABLES

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CHAPTER ONE

INTRODUCTION

The global economy is growing and maintaining momentum year after year

(“World Economic Outlook (WEO), 2017). This growing economy has led to an increase

in international tourism. The international tourist arrivals worldwide increased by seven

percent, 1.322 billion for the year 2017 (Scutt, 2018). This has been the strongest growth

since 2010. According to the United Nations World Tourism Organization, 2018 Tourism

Highlights Report (reporting year 2017), international tourism spending increased five

percent globally, resulting in a total amount of $1.34 trillion. Among international

travelers, Chinese outbound travel has increased at an extraordinary rate. The UNWTO

stated, “China continues to lead global outbound travel in terms of expenditure,” with

$257.7 billion spent on outbound travel. In overall international arrivals, 211 million

tourists arrived in the Americas, which is an increase of five percent from the previous

year, two-thirds of which arrived in North America (“UNWTO Tourism Highlights 2018

Edition,” 2018). Bhadra (2016) analyzed travel demands among Asian countries and

concluded that due to the growing economic development and population, the number of

Asian outbound travelers will continue to grow and will eventually become one of the

main sources of tourism growth worldwide.

In 2016, Chinese tourists alone spent the most dollars in the US in comparison to

inbound tourists from other countries (Weihua, 2017). The number of travelers from this

group is only expected to increase as the economy of China continues to grow. According

to the U.S. Travel Association 2018), “China is the most notable source market in terms

of ‘rising up the ranks’: from the 22nd-largest overseas source market in 2000 to the third-

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largest in 2016, and second-largest [projected] in 2019.” Chinese travelers have become

the second largest group of inbound travelers to the Los Angeles area (Sissen, 2018). The

greater Los Angeles area has maintained its reputation as one of the most popular tourist

destinations for Chinese travelers. For the year 2017, the city reported 7.1 million

international tourists (Discover Los Angeles, Los Angeles Tourism & Convention Board,

2018). According to the Los Angeles Tourism & Convention Board, the city welcomed

1.1 million Chinese tourists which is an increase of six percent for year over year growth.

According to the California Travel and Tourist Commission, 60.9% of

international arrivals into California entered through Los Angeles International Airport

(LAX). Along with LAX, one of the largest airports in the US, Los Angeles County

contains two additional domestic airports (Hollywood Burbank Airport (BUR) and Long

Beach Airport (LGB)). In the adjacent county of Orange, there is John Wayne

International Airport (SNA). Forty miles east of Los Angeles is San Bernardino County

with Ontario International Airport (ONT). ONT airport has recently added China

Airline's daily non-stop transoceanic passenger service flights, the first flight arrived

March 25, 2018, between Ontario International Airport (ONT) and Taiwan Taoyuan

International Airport (TPE) (“Ontario welcomes China Airlines Taiwan service.” 2018).

The increase in tourism and numbers of travelers to the city of Los Angeles have made

these airports crowded (White, 2015). The city of Ontario and ONT airport have become

a practical, feasible, hassle free alternative. This has provided travelers an opportunity to

rent a car in addition to exploring the popular tourist attractions in the greater Los

Angeles area. The growing numbers of tourist will mean that the hospitality sector in

Ontario and surrounding cities will need to develop unique strategies to attract the new

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wave of Chinese tourists. With the addition of China Airlines, and several international

airlines in the pipeline, the City of Ontario is demonstrating the first step in developing

the untapped potential this area has to offer. There has been a constant and consistent

increase in the airport’s number of travelers which has resulted in an increase of business

for local restaurants, the Ontario Convention Center (OCC), and more significantly in the

lodging sector (“Ontario International Airport continued solid growth in passengers and

cargo in November,” 2018).

The lodging facilities in the Ontario area have not tailored their services and

amenities or updated their marketing strategies to accommodate or attract the growing

number of Chinese travelers. This case study will look at a combination of services,

amenities, and marketability opportunities of a single independent lodging facility. The

purpose of this research is to develop marketability strategies that will allow an

independent lodging facility in the Ontario area to capture its fair share of the growing

market of incoming Chinese travelers. Using SWOT analysis and direct competitive

analysis, actionable and strategic suggestions will be proposed. The proposed strategies

will be aimed to increase marketability or improve attractiveness of the Ontario Airport

Inn. The academic significance for this research is to yield results that are expected to

better understand and add to existing research in the context of Chinese inbound tourists.

The practical significance is to create a tailored strategy for Ontario Airport Inn

management team to implement in order to better serve and attract Chinse tourists.

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CHAPTER TWO

LITERATURE REVIEW

Chinese Outbound Travelers and Growing Demand

Tourism between countries has grown tremendously and studies have shown it is

only going to continue (Sustained growth in international tourism despite challenges,

2017). The number of outbound Asian travelers have continued to grow steadily and are

predicted to continue as one of the fastest growing outbound markets (Mintel Group,

2006). Economic growth among many Asian countries, particularly China, have

contributed to the overall growth of Asian outbound travelers. China has experienced

consistent growth in the economy which has expanded the Chinese middle class. These

households, which continues to grow in numbers, have the increasing ability to engage in

long haul travel (InterContinental Hotels Group (IHG), 2014). “The US is the only long-

haul destination among China’s top 10 destinations,” thus making the US an attractive

travel destination (JCCT China Travel Market Update, 2014).

America has become the most popular outbound travel destination for Asian

travelers (Qu & Im, 2002). This has created a higher demand for tourism to the United

States and a need for understanding the Chinese traveler. For example, Chinese travelers

in the United States are more likely visiting and touring a minimum of two to three major

cities per trip (InterContinental Hotels Group (IHG, 2014). The average length of stay per

city is typically fewer days in each city because of the Chinese preference for visiting

multiple cities within the United States. The total number of tourists from China to the

US is expected to increase by 3.43% or 1.63 million annum by 2020" (Lin, Liu, & Song,

2015). Los Angeles captures the second highest number in Chinese traveler arrivals with

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New York City as the highest by three thousand more arrivals. The largest growth

potential is for US cities because, in comparison to other major countries, the US contains

three major cities on Chinese travelers' long-haul destinations list (Lin, Liu, & Song,

2015).

The financial impact Chinese travelers have on the US is extremely valuable. The

largest spenders when traveling, spending $6,000-$7,200 per person per trip, to the U.S.

are Chinese travelers. China’s middle and upper classes spend 19% of their annual

salaries on overseas travel. This percentage is notably much larger than any other country

(JCCT China Travel Market Update, 2014). This momentum is continuing, and the

United States will see the greatest increase in Chinese travel spending, more than

quadruple by 2023 (InterContinental Hotels Group (IHG), 2014).

Chinese Travelers’ Hotel Accommodation Preferences

Services and amenities. Existing research has found services and amenities that

remain important to Chinese travelers. Although many of these services and amenities

can be important to other types of travelers, research has found these key qualities have

important factors for Chinese travelers, specifically when looking for hotel

accommodations. Cleanliness of both room and surrounding property are especially

important for this type of traveler (Kucukusta, 2017; Li, Cheng, Kim & Li, 2015; Li, Lai,

Harrill, Kline, & Wang, 2011; Tsai, Yeung, & Yim, 2011). Safety and security were

found to be the most concerning to Asian travelers and were deemed a necessary factor

when booking hotel rooms (Tsai, Yeung, & Yim, 2011). Personal safety and a safe and

secure environment with an attentive hotel staff and security were of most importance.

In-room safes and reliable door-lock systems were key terms and amenities that were

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under the safe and secure environment factor (Li, et al., 2017; Tsai, Yeung, & Yim,

2011). Chinse tourist preferred hotel accommodations to offer shuttle services,

complimentary or for a small fee, to shopping centers and/or major tourist attractions

(Tsai, Yeung, & Yim, 2011). Airport and local shuttle services were ranked second out of

four important attributes with complimentary wi-fi third (Kucukusta, 2017). A full

service business center with internet connection, printing, photocopying and ticketing

services were of the utmost importance (Yang, Huang, & Shen, 2017). The Asian traveler

has also shown particular preferences for a common area where groups and families can

gather (Wong, 2012). Li, et al., (2011) found a common complaint from many of the

respondents who participated in their study about a lack of hot drinking water and

Chinese tea. Standard amenities including toothpaste and toothbrushes, combs, shampoo

and lotion, slippers, shoe mitts, even disposable razors, and shaving cream were expected

(p. 744). Complimentary breakfast has also been ranked highly valuable during the

booking process for Chinese travelers.

Price and Location. Li et al. (2017) studied five preferences in which price was

the most important preference in hotel features among the Chinese travelers. “Price” was

found to be essential in triggering tourists’ purchasing intentions for Taiwanese travelers

specifically (Chang et al., 2007). Kucukusta (2017) suggestes that value-based pricing

strategies would be most successful instead of charging the guests for individual

amenities (Tsai, Yeung, & Yim, 2011). Location was found to be important, however, the

price was still one of the top concerns. Location was better if the hotel was near metro

stations. "Value for money" was the top of importance levels, it was suggested that the

Chinese travelers were unwilling to pay more for a better location. It was seen as a better

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option to spend that portion of money in other activities specifically shopping. Li et al.

(2011) inquired about tour guides and the increased importance of having a Chinese

speaking guide. This shows they are more comfortable with their own language and

cultural interactions.

Marketability opportunities

Food preferences. According to the U. S. China Joint Commission on Commerce

and Trade, quality of food and enjoyable fine dining were key attributes for the

Chinese’s’ dining experience (JCCT China Travel Market Update, 2014). Asian tourists

express the importance of having flavor in a dish, authentic cooking cues, and personal

preference as being key attributes in order to satisfy their needs in their dining experience

(Batra, 2008). The authenticity and quality are common attributes for food preferences

along with a variety of food options (Wong, 2012). It is important to understand what

food preferences Chinese are looking for in order to provide and market options that

fulfill their needs.

Important food and beverage attributes included the availability of different

restaurants and quality of foods (Tsai, Yeung, & Yim, 2011). Similar results were also

yielded through a study conducted by Li et al. (2011) on long-haul Chinese outbound

travelers. Food and accommodations were of most concern and were of highest

importance, specifically, cleanliness, safety, and price-sensitivity. Under food and

restaurants, the availability of Chinese food options was extremely important. Traditional

western food was seen as too sweet, oily and not containing enough vegetables and fruits.

Sightseeing and activities. Asian travelers in general, report preferences for

activities that include visiting casinos/gaming, sightseeing, and opportunities to take

12

photos (Li, Cheng, Kim & Li, 2015). For Chinese travelers, experiencing sightseeing

casinos and shopping are attractive activities when traveling (Wong, 2012). The U. S.

China Joint Commission on Commerce and Trade found that preferred activities for

Chinese visiting the U.S., were also shopping and sightseeing (JCCT China Travel

Market Update, 2014).

Stepchenkova & Li (2012) evaluated perceived stereotypes of the US from

outbound Chinese tourist. Many of the ideas and concepts found were related to the

greater Los Angeles area. Among several cities, Los Angeles was the only city in which

several sightseeing opportunities were mentioned. Activity opportunities included

Disneyland Park, Universal Studios of Hollywood, and sea/beach. Another tourist

attraction phrase associated with the Greater Los Angeles area is “Hollywood”

(Stepchenkova & Li. 2012). “Tourist attractions” were found to be important in triggering

tourists’ purchasing intentions for Asian travelers overall. (Chang et al, 2007). These

perceived stereotypes and words are easily recognizable and attract the attention of these

travelers. These highly important activities allow for a better understanding of what can

be used to develop a more appealing marketing strategy. U. S. China Joint Commission

on Commerce and Trade analyzed Chinese destination selection drivers for 2017 in

which affordability and safety were the two important drivers (JCCT China Travel

Market Update, 2014). The destination selection drivers are consistent with previous

research.

There has been extensive and continuous research on the importance of gaming

for this particular group of travelers. Access to casinos and gaming facilities are

predominantly important for Asian travelers because it has evolved into a part of the

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Asian culture (Kim, 2012). According to Wong (2012), researchers have continued to

develop and explore strategies to assist casinos in attracting 1.3 billion Chinese travelers

in Macau, the "gambling capital of the world." This study primarily focused on Chinese

travelers because this group is known to traveling for gaming activities. This culturally

dependent pass time has continued to be shown as important.

Group package tours (GPT). Group package tours (GPT) are heavily and

frequently used among Chinese travelers. Extensive research has been done on the

persistent growth of using GPTs as a form of outbound travel by Asian travelers (Chang

et al, 2007). The interest in GPTs among Taiwanese travelers has increased, which China

has already normalized GPTs as a form of outbound travel. The top 15 travel agencies in

Taiwan are accustomed to planning GPTs that allow for flexibility in terms of the number

of days. A GPT is appealing to Chinese travelers because they offer the security of a

bilingual guide and the company of like travelers. GPTs tend to include discounted fares

and fees for flights, rooms, and activities (InterContinental Hotels Group (IHG), 2014). A

study focusing specifically on China’s Y Generation found that this group tends to

choose GPTs as a way of travel. 70.3% of China’s Generation Y has a desire to use GPT

as a form of personal or leisure travel (Jin, Lin, & Hung, 2014). Understanding that this

is a recurrent and typical type of travel, marketing strategies should be tailored to attract

and accommodate GPTs.

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CHAPTER THREE

METHODOLOGY

The method for this research will include a SWOT (strengths-weaknesses-

opportunities-threats) analysis of the Ontario Airport Inn and an analysis of its three

direct competitors. The purpose of the SWOT analysis is to understand the implications

of the current practices and policies of the case study subject, Ontario Airport Inn, as it

relates to attracting and serving Chinese travelers. The competitive analysis will provide

crucial data about the subject’s key direct competitors’ practices and policies it competes

with OAI’s fair share of the Chinese market. The researcher will use the information

gathered from the SWOT and competitive analysis along with the literature review

findings to develop both accommodation and marketability strategies.

SWOT Analysis

SWOT (strengths-weaknesses-opportunities-threats) analysis is one of the top

ranked organizational analysis techniques (Glaister & Falshaw, 1999; Fallon, 2018). This

method was created by Edmund P. Learned, C. Roland Christensen, Kenneth Andrew and

William D. Guth in their book Business Policy, Text and Cases (1973). This tool allows

for simplicity and usefulness in analyzing internal and external factors that affect an

entity’s performance. Glaister and Falshaw outline that the internal factors are the

organization's strengths and weaknesses and that the external factors are opportunities

and threats. Strengths are internal positive attributes that are within the organizations

control. Weaknesses are negative factors that take away from the organization’s

strengths. Opportunities are external factors in the business environment that can

contribute to the businesses success if utilized appropriately. Threats are external

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SWOT Analysis Matrix

Internal Strengths Weaknesses

External Opportunities Threats

environment factors that the organization does not have control over and has to prepare

contingency plans in order to mitigate. The analysis is most commonly illustrated in a

2x2 matrix (see Table 1). The topics selected in the Ontario Airport Inn’s SWOT analysis

are taken from the literature review as well as additional relevant topics overlooked by

current research pertaining to Chinese travelers.

Table 1

Competitive Analysis

Competitive analysis has been used and applied in many industries. This analysis

is particularly helpful when used to develop strategies and making informed decisions

(Bloodgood, 2008; Hamel, 2016). This type of analysis looks at the strengths and

weakness of each individual competitive organization. The competitive analysis will look

at three direct competitor’s services and amenities gathered from their online presence.

The researcher will be combining information from each competitor’s website and the

third-party sites they are listed on. This allows for the researcher to gather information

without any bias from a physical walk through. The researcher also preferred gathering

information in the same context a Chinse traveler would. This particular group of

travelers are most likely to book based on online presence of the hotel accommodations

and marketing techniques. Their social media presence will also be analyzed. The topics

used in the Ontario Airport Inn’s SWOT will be the basis for analyzing the competitors.

The competitors’ information, although organized differently, will be focusing on the

16

same attributes as the OAI. This analysis will help the researcher understand and

anticipate any potential challenges the OAI may face from implementing any new

strategies (Enz & Thompson, 2011).

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CHAPTER FOUR

FINDINGS

SWOT Analysis for OAI

Strengths.

Value for money. The OAI aims to provide the greatest value for its guests. The

hotel does not seek to charge for "the little things" that most hotels usually take

advantage of. Complimentary shuttle and park-n-fly with a night's stay have been a huge

advantage for many guests as the airport’s park-n-fly rate increases (average >$10 per

day). The Tempur-Pedic mattresses have also become one of the larger strengths and

have added tremendous value for this hotel.

Location. The OAI is just 1.8 miles from ONT airport and 0.6 miles from the

city's convention center. The hotel is located in close proximity to many tourist

attractions and activities. Popular attractions include Disneyland, Universal Studios,

Hollywood, Beverly Hills, etc. Table 4 list tourist attractions and activities along with the

distance from OAI. The location of OAI is great for those who are interested in gaming.

The average travel time to any of the three casinos is within an hour, the closest, San

Manuel, is only thirty minutes.

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Table 2

List of Tourist Attractions and Activities

Attraction/Activity Type City Distance from

Direction

OAI

Ontario Mills Shopping Ontario (miles)

4.2 E

Victoria Gardens

Disneyland Park

Shopping

Theme Park

Rancho Cucamonga Anaheim

7.7

34

NE

SW

Universal Studios Hollywood Santa Monica Pier

Theme Park

Shopping

Universal City

Santa Monica

47

54

W

W

Rodeo Drive Shopping/Attraction Beverly Hills 50 W

Hollywood Blvd

Aquarium of the Pacific

Attraction

Aquarium

West Hollywood Long Beach

45

52

W

SW

The Queen Mary Attraction Long Beach 53 SW

Hollywood Sign Attraction Los Angeles 45 NW

Newport Beach Beach Newport Beach 48 SW

Malibu beaches Beach Malibu 72 W

San Manuel Casino

Gaming Highland 26 NE

Pechanga Resort and Casino

Gaming Temecula 58 SE

Morongo Casino Gaming Cabazon 52 E Resort & Spa

Property cleanliness, landscaping, and layout. The physical appearance of the

property has proved to be a strength for this hotel. The extremely green and clean

landscaping is often explicitly appreciated and photographed by many of its guests. The

188-room hotel sits on 5.4 acres of land which allows for plenty of parking and, if

needed, parking for large buses. The main building encompasses a large lobby, business

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center, and breakfast area. The seating area is large and can accommodate large groups to

gather.

Renovated rooms. The hotel has undergone renovations and has completed 60%

of the guest rooms. These renovations included upgrading bathrooms and closets. The

rooms were also cosmetically upgraded which included the addition of recess light

fixtures.

Amenities. In-room amenities include: Tempur-Pedic memory foam mattresses,

40" LCD with DirecTV, coffee maker, fogless shaving mirror in the shower, micro-

fridge, in-room safe, water bottles, and toiletries basket. Additional amenities offered: 24-

hour airport shuttle, Park n' Fly, shuttle to OCC, guest laundry facilities, coffee, tea and

hot water, full-service business center, outdoor swimming pool, and a large central

courtyard with guest barbecue grill.

Safe and secure environment. The property has a single entrance with a gated

one-way parking lot. The gate requires a guest room key to enter the parking lot. Along

with 24-hour front desk staff, the hotel also employs a uniformed security guard during

the nights.

Courtyard. The property has a fully landscaped 23,654 square foot courtyard

which is in the center of all guestroom buildings and main building. The courtyard

includes the outdoor pool and barbecue grill which is available for guest use. The

spacious and private courtyard allows for guest to enjoy the outdoors.

Weaknesses

Breakfast. Although complimentary, the breakfast is a deluxe and continental

breakfast. The options are extremely basic and need to be upgraded. Some of the

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breakfast items that guests appreciate include the "make-your-own" waffles, hard-boiled

eggs, and fresh cut fruit. The breakfast trends in the hotel industry have changed and it is

becoming a standard to offer a "full hot-breakfast" (“The Hotel Breakfast: How Small

Hotels Can Keep On Trend,” 2016). This includes scrambled eggs, sausage, bacon,

breakfast potatoes, biscuits, and gravy, etc.

Independent hotel. Due to the fact that the property is independently owned and

managed without a flag, makes it hard to compete with many of the large branded hotels

in the area. This creates an extra layer of challenges for both operations and marketing.

Operations. Operational challenges include that any and all changes must be done

in house without corporate guidance. Simple changes that franchised hotels don’t have to

think about can take extra time and money. An example, changing PMS systems for OAI

requires managers and owners to research and learn what systems would increase

efficiency without corporate headquarters guidance. Management and owners use trial-

and-error to make decisions and policies.

Marketing. Marketing as an independent hotel is challenging because they have to

earn and develop a marketing plan and create brand awareness on their own. Branded

hotels have well-researched and strategically planned corporate advertising tools. Part of

being franchised with a brand automatically gives you marketing and brand awareness.

Marketing. The OAI currently does not have a marketing strategy. This is a huge

weakness as the area has severe competitors and the property needs to be marketing to

show its uniqueness. This includes social media platforms. With renovations and future

changes, creating a strong marketing strategy and social media presence will allow for

easier and quicker advertising to promote these additions.

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Outdated infrastructure and architecture. The buildings are original and

outdated. The current building and rooms are all standard with 11 rooms containing the

balconies/patios facing the courtyard. This is a weakness because maintenance costs are

higher than average. The constant repairs during different seasons consume a large

amount of money and labor resources.

Meeting space/conference room. The hotel currently has meeting and conference

space but is not available for public use.

Food and beverage. The current facility does not have a restaurant or bar on site.

Fitness center. The property does not have a fitness center.

Opportunities

Airport growth. The growth the airport has experienced is only the beginning.

Due to the fact that the area is continuing to attract travelers and tourists is a huge

opportunity for the hotel. The hotel can capitalize by creating relationships with incoming

tourist groups, business travelers, etc.

Partnerships. The Ontario Reigns and LA Kings are teams that belong to the

Citizens Business Bank Arena and this creates an opportunity to develop and maintain

relationships with them. The city’s convention center also shows a huge opportunity for

building a relationship. Both the arena and the convention center are used for dozens of

annual events, reaching out to both facilities and its members would benefit the OAI.

Online feedback and reviews. Online review and feedback are positive. Table 5

list OAI scores from 5 major websites.

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Table 3

OAI Online Review Scores

Website Review Score Google reviews 3.8 / 5 Tripadvisor.com 4.0 / 5 Booking.com 8.1 / 10 Expedia.com 3.9 / 5 Trivago.com 7.9 / 10

Courtyard development. The courtyard creates an opportunity because it can be

further developed to create more value for the guests. The current space is underutilized.

Threats.

Local competition. The competition in the hospitality market in the city of

Ontario is high. Dozens of hotels are located just within a three-mile radius of the Ontario

Airport Inn. Although the hotels are among different service levels, the number of select-

service and limited-service properties are still of great concern and pose a threat. Many of

these competitive hotels are branded and franchised (Sheraton, Ramada, Holiday Inn,

etc.)

Airbnb. Airbnb and similar sites have become a threat not just to OAI, but the

lodging industry. The ability to rent rooms, apartment, and homes for cheaper is a threat.

The surrounding area of the hotel is filled with apartments and homes which are listed on

Airbnb. This has become a cheaper alternative for travelers because many of the taxes

imposed on hotels do not always get applied for these rental rooms/properties. The

Transient Occupancy Tax, for example, only gets applied to hotels and is 13.75% in the

city of Ontario.

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Unpredictable economy. After the last recession, the city and the businesses took

several years to rebuild. The unpredictability of the economy poses a constant threat to

the hotel. If the economy becomes unstable, the number of travelers decrease.

Political uncertainties. The political environment in the country as well as every

tier down to the city is uncertain. Legislation and policies are constantly evolving.

Table 4

SWOT Analysis Matrix for OAI

Internal Strengths: Weaknesses: Value for money Breakfast Location Independent hotel Property cleanliness, Marketing attractiveness, and layout Outdated infrastructure and Renovated rooms architecture Amenities Meeting/conference space Safe and secure environment Food and beverage Courtyard Fitness center

Courtyard Development

External Opportunities: Threats: Airport growth Local competition Partnerships Airbnb Online feedback reviews Unpredictable economy

Political uncertainties

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Competitive Analysis

The three direct competitors to the OAI are Quality Inn Ontario Airport

Convention Center, Best Western Plus Ontario Airport & Convention Center, and

Ontario Gateway Hotel. All three competitors are within walking distance from OAI,

OCC, and ONT airport. Of the three, Quality Inn Ontario Airport Conventions Center has

visibility from Interstate 10.

Quality Inn Ontario Airport Convention Center (2.5-star Expedia.com)

This competitor has 124 guest rooms with several in-room amenities. Of these

amenities, there is not an in-room guest safe. Food and beverage options include

complimentary full breakfast. However, this property shares a parking lot with Denny's

restaurant. Additional services include airport shuttle service, multilingual staff which

includes Chinese, outdoor pool and heated spa, guest laundry facilities, and full business

center. Due to the location of the property, shuttle services to the OCC are not required.

They also have a meeting space that can accommodate up to 75 people. This competitor

maintains staffs 24 hours. They do not provide any special accommodations for Asian

travelers however they try to provide Asian groups with rooms that are close in proximity

to each other. The Quality Inn Ontario Airport Convention Center does have a Facebook

page however, it does not have any recent activity. This competitor has comparatively

good reviews.

Best Western Plus Ontario Airport & Convention Center (2.5-star

Expedia.com)

This 154-room property maintains all basic room amenities including in-room

safes. They include a full hot breakfast with guest stay. They offer 24-hour shuttle service

25

to the ONT airport and during the day to OCC, and, if requested, metro link and Amtrak

stations. They also offer a meeting space that accommodates up to 70 people and

conference space of 1200 sq. ft. This competitor has an outdoor pool and spa, fitness

center, guest laundry facilities, and a full business center. They have multilingual staff,

English, Spanish, and Chinese. They have, at a minimum, two staff members at all times.

The Best Western Plus Ontario Airport & Convention Center has a Facebook which is

not active.

Ontario Gateway Hotel (3.5 Expedia.com)

This hotel is the largest of this competitive set, they have 299 standard rooms and

suites. This property recently changed from Radisson to its current independent brand at

the end of 2017 and they have undergone room renovations since. In-room amenities

include toiletries and refrigerators, upon request. A shared microwave is located by the

front desk. This hotel offers breakfast for an additional charge. The breakfast options

vary, for example, they have a buffet style set up during weekends and simpler options

during the week. This property also has a restaurant, Pacific Grille, and bar, D Street, on

site. Their shuttle service is to the airport as the OCC is directly across the street from the

hotel. They also have a pool and spa located in their courtyard as well a tennis court

which is currently undergoing renovations. They also have ballroom and conference

space on site. The banquet/ballroom can accommodate up to 350 attendees. Table 6

provides a simple comparison of the three direct competitors and OAI.

The Ontario Gateway Hotel maintains a consistent social media presence. They

regularly post on their Facebook page about their property, restaurant and bar. They also

post about the Ontario Improv Comedy Club events and entertainers. They have relatable

26

posts to their audience however, they have very few followers, 100 likes. The Instagram

page has not been active since November 2017. The online scores the Ontario Gateway

Hotel are by far the lowest of all competitors and the subject of this study (see Table 7).

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Table 5

Competitors Analysis vs OAI

Location

Ontario Airport Inn SUBJECT OF STUDY

Quality Inn Ontario Airport Convention Center

Best Western Plus Ontario Airport & Convention Center

Ontario Gateway Hotel

Distance to OCC Distance to ONT airport Distance to OAI

0.8

1.3

-

0.6

1.1

0.3

0.3

0.8

0.5

feet

0.8

1.0

Other

Rates/pricing

Visible from I-10 $79 - $95

Visible from I-10 $91 - $124 $119 - $140 $85 - $120

Room types Single K Single K Single K Single K

Double QQ Two Double Double QQ Two Double

In-room amenities

smoking & non-smoking

Single Q

Double QQ

Deluxe Suite

Presidential Suite

Microwave yes yes yes by request

Refrigerator yes yes yes in lobby

TV

Channels

40" HDTV

DirecTV premium

32” LCD/Plasma TV HBO/sports channels

LCD TV/HDTV

premium TV channels

LCD TV

cable

Coffee maker yes yes yes yes

Water bottles yes yes yes no

Toiletries yes front desk yes yes

In-room Safe yes no yes some rooms

Breakfast yes yes yes additional fee

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Ontario Quality Inn Best Ontario Airport Inn Ontario Western Gateway SUBJECT Airport Plus Ontario Hotel OF STUDY Convention Airport &

Center Convention Center

Additional F&B options

Coffee/Tea/Hot yes yes yes additional fee water Restaurant/Bar no no no yes

Additional amenities/services

Shuttle yes yes yes yes

Pool yes yes yes yes

Spa no yes yes yes

Fitness Center no yes yes yes (tennis court)

Full Business yes yes yes yes Center Meeting Space yes yes yes yes

Laundry yes yes yes no Facilities Chinese no yes yes no speaking staff Park N' Fly yes no no no

Special no no no no accommodations for Asian Travelers?

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Table 6

Online Hotel Review Scores for Competitors

Quality Inn Best Western Ontario Ontario Plus Ontario Gateway Airport Airport & Hotel Convention Convention Center Center

Google reviews 4.0 / 5 4.2 / 5 3.1 / 5 Tripadvisor.com 4.0 / 5 N/A 2.0 / 5 Booking.com 8.3 / 10 8.6 / 10 6.7 / 10 Expedia.com 3.9 / 5 4.2 / 5 3.3 / 5 Trivago.com 8.0 / 10 7.1 / 10 N/A

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CHAPTER FIVE

DISCUSSION

Based on the findings from this research, the following discussion will illustrate

the researcher’s basis and understanding for the proposed strategies. The discussion will

detail several categorize that the researcher has outlined and will be linking the findings

to the literature and its practical implications.

Conclusion

As the number of Asian tourists is increasing, understanding their needs and wants

are incredibly important. This exploratory study uses existing research, SWOT analysis,

and competitive analysis to develop strategies that are focused on attracting Asian

travelers to the Ontario Airport Inn hotel. The practical implications of this research is to

propose strategies that can be implemented by OAI owners and management team. The

research focuses on hotel accommodations and marketability opportunities specifically to

ensure practical and viable strategies. Theoretical implications of this research are to add

to existing research by further understanding who Asian travelers are and what attracts

them.

Findings suggest that the OAI has a good foundation of services and amenities that

are significant to Asian travelers. The hotel needs to focus on tailoring their marketing

strategy to include key words and phrases that can easily be recognized by inbound Asian

tourists. In addition, the hotel needs to advertise and promote the activities and attractions

that are important to Asian travelers. A main attraction and activity that is underutilized

are the local gaming facilities. The property’s physical appearance and condition is both a

strength and weakness in attracting these travelers. The appearance is attractive however

31

the condition is dated and would benefit from creative upgrades. Further conclusion of

study findings is summarized below.

Hotel services and amenities. The current amenities offered by OAI are exactly

what Asian travelers are looking for during their stay. From research, toiletries, a safe and

secure environment, shuttle service, and the accessibility to coffee/tea and hot drinking

water are important for the Asian travelers. The findings from the competitive analysis,

show that the competitors also provide these same important services and amenities.

Continuation of these services and amenities will help market to Chinese travelers

The meeting space and conference room have not been used and can become a great

asset to attract Chinese travelers. With the growth of GTP bookings, opening these large

spaces can become a huge advertising selling point when booking these large groups.

While opening these spaces, offering amenities such as a hot water/tea station, for small

fees, would attract the Chinese traveler. Research also shows that Chinese travelers

generally look for a common area for gathering when seeking hotel accommodations. All

three competitors already offer meeting and conference spaces. Opening this space with

optionable amenities at the OAI will attract the Chinese travelers due to this significant

finding.

Hotel price and location. The OAI has great value for the price point to attract Asian

travelers. In comparison to its competitors the OAI is a more affordable option for more

if not, the same hotel value. Research found that location and price were dependent of

each other. Location was important however; a more affordable hotel would allow for the

Asian travelers to spend the “saved” money on shopping. This is a significant finding as

the location of OAI and its competitors are all within a two-mile radius. If all other hotel

32

accommodations are met, then this leaves Chinese travelers with the difference in prices.

The Ontario Airport Inn must maintain its value to money ratio as it is a huge competitive

advantage when attracting Chinese travelers.

Food preferences. The current breakfast offered by OAI is a weakness because the

competitors are currently offering a full hot breakfast. This creates an opportunity to

redevelop OAI's breakfast to attract Asian travelers. This upgraded breakfast can surpass

what the competitors are offering by included Asian specific breakfast options. Research

shows that this group of travelers is drawn to foods that are from their own cultures.

American foods are seen as too salty or sweet. Introducing Asian food items in addition

to the traditional American breakfast options would become a huge competitive

advantage to attracting Asian travelers.

Hotel marketing. A large strength for the OAI is its proximity to many important

activities and attractions that Asian tourist want to experience. The abundance of local

shopping malls and restaurants allow for an opportunity for OAI to expand its shuttle

service. This would create an advantage over the three competitors as none offer this

service. The popularity of shopping for this particular group has been shown through

research to be a prominent activity.

Due to the hotel’s location and proximity to many large popular tourist attractions and

activities, the strategies for marketing must be aimed towards what the Asian travelers are

looking for. The research shows that certain phrases and terms are most commonly

searched by this group. Attractions such as Universal Studios Hollywood, Disneyland

Park, and beaches are common places this group looks for. One specific

attraction/activity that has been omitted from advertisements from OAI and its

33

competitors are the close gaming facilities. Research continues to grow on the importance

of gaming and gambling for this specific group of travelers. Advertising these and other

popular attractions will benefit OAI during the booking processes.

Current marketing strategies the OAI has is not utilizing its potential. To capture the

influx of Asian travelers and to promote new changes, their marketing presence needs to

be improved. The online feedback reviews are positive and should be used to help market

the property. The online reviews in comparison to the competitors are strong and

positive.

Partnerships and group package tour. With no current partnerships and

relationships with local businesses, the OAI is losing its potential of attracting Asian

travelers. The hotel can benefit from reaching out to local businesses and the ONT

airport. The OCC and Citizens Bank Arena hold dozens of events and shows annually.

Partnering with event centers would greatly attract business. Another partnering

opportunity would be with large group travel booking companies that cater to Asian

groups. Due to the increased popularity of GPT traveling, capitalizing these partnerships

before the competitors would ensure OAI's increase in profits from this group of

travelers.

Other. The opportunity to develop the courtyard to become more purposeful would

greatly attract attention. The current courtyard is not utilizing space to reach its potential.

This can be changed if a resort style pool area was developed. A heated spa and kiddie

pool would add value to the property. Also having small activities such as a putting green

would attract the attention of families. With this development, there is an opportunity to

bring a new design aspect to the property. Current strength is the properties landscaping

34

and this courtyard development would only add to its strength. This will attract Asian

travelers because research shows they like to capture pictures of pretty scenery.

The infrastructure and architecture of the property can greatly be improved with the

development of the courtyard. Another opportunity within this development would be

creating a new and unique exterior that could eliminate the current outdated architecture.

This development must create a unique and new twist for the hotel. A boutique style

design would greatly and positively impact the appearance and character of the whole

property. Current hotel trends from many large branded properties are looking to create

smaller brands that appeal to boutique guests (How design enable guests to connect with

boutique hotels, 2018).

In comparison to its competitors, OAI is lacking a multilingual staff. The current staff

speaks English and Spanish. Hiring a Chinese speaking staff member would add value to

the hotel. This would also allow for easier communication and a sense of comfort with

Asian travelers.

Proposed Strategies

The proposed strategies are listed in table 7. The upgraded breakfast must be top

priority as it is already below standards in comparison to its competitors. The advertising

strategy is a feasible and a quicker strategy which can be implemented with more ease.

Looking to partner with group travel agencies and hiring a Chinese speaking staff will

improve and shape the properties services. The shuttle service will have to be

implemented and tested with trial and error as there are many alternatives in

transportation, ie Uber, Lyft, etc. Opening the current meeting and conference space is

achievable as it does not require extreme renovations. The courtyard development and

35

exterior design will take a large amount of time and money to implement. The benefits

however out way the cost due to the potential business it can attract. The current

competitors do not have physically unique properties with resort-style courtyards. This

redevelopment will create a competitive advantage that other hotels will not be able to

compete with.

Table 7

Proposed Strategies

Upgrade breakfast and include Asian breakfast options Advertising popular activities/attractions, especially gambling/gaming Hiring Chinese speaking staff Partnering with the airport, local event centers, and group travel agencies Shuttle to local shopping centers Opening meeting and conference space. (more public areas) Develop courtyard for physical appearance (photo opportunities) Creating new exterior

Study Limitations and Recommendations for Future Studies

This research has some study imitations as it is as an exploratory study. First, the

findings are collected and gathered by the researcher which can lead to biased and

subjective results. Second, the methods used are tailored to a single hotel which creates a

limitation in terms of generalizability and if this study were replicated different results

will be yielded. The strategies cannot be applied to any hotel in Ontario. Third, there is

no reliability check to show the validity of this study. Finally, this study is a preliminary

analysis which does not factor in the cost of implementing the proposed strategies.

Further analyses must be done with regards to cost.

Future studies can take the SWOT method and use that information to utilize an

Importance-Performance Analysis (IPA) (Phadermrod, Crowder, & Wills, 2019). To

36

continue this case study utilizing IPA and then reevaluating the hotel's performance after

implementing the proposed strategies would show the validity of this research paper.

Another continuation study would be to evaluate the return on investments after the

implementation of the strategies. If the return on investment is of significant value, this

would support and prove this research to be credible. The growth of ONT airport is

expected to continue due talks and negotiations with other international airlines. This

creates an opportunity for other types of travelers to visit Ontario and an opportunity for

additional exploratory studies.

37

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