Australia Boutique Hotels: Competitive Analysis

Delivered July 25th, 2019. Contributors: Ruth W., Sheila O. and

Research Outline: Australia Boutique Hotels: Competitive Analysis

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Boutique Hotel Competitive Analysis-Melbourne

The competitive advantage of Notel, Ovolo Laneways, and QT Melbourne in Melbourne Australia is in their designs, package plans, VIP movie nights, host artist markets, goodie markets, sober dances, and the number of hotels. The requested information is provided in the attached spreadsheet.
NOTELThe architecture design of NOTEL is a collection of six 1970s caravans in a car park.
The hotel has in-room HP Sprocket photo printer to print visitor's rooftop moments. The facility also has nine holes at Holey Moley Golf Club, free Wi-Fi, Netflix, and a virtual concierge via in-room iPad Pro. 
NOTEL offers sustainably sourced coffee from First Press Coffee, complimentary mini-bar, and snacks from friends of NOTEL. 
The facility also hosts artist markets, VIP movie nights, goodie markets, and sober dance parties.
OVOLO LANEWAYSOvolo Laneways has sleek contemporary rooms. 
The hotel has dimly lit floors and brightly lit doors and illuminated art. 
The penthouse suite comes with a rooftop jacuzzi. Premium suites come with jukeboxes and punchbag with punching gloves. 
The hotel has no bars or restaurants on site but has a free minibar on each of the rooms. 
Ovolo Laneways has a number of hotels within and outside the country.
QT MELBOURNEQT Melbourne features neon sculptures, talking lifts, and video wall art. The rooms have ceiling concrete, graffiti rugs, and wallpaper lined wardrobes. 
The facility has an outdoor swimming pool and a fitness center. 
The entrance has a soaring ceiling and wood panels and marble. 
QT Melbourne has a restaurant called Pascale, which is also a bar. The hotel has a rooftop garden where they feature the products on the menu. 
The hotel has voucher packages such as Sunday Escape package, QT Life package experience, QT Deluxe King Room, QT Executive King Room, and QT Corner King Room.
RESEARCH STRATEGYThe research team started by exploring sites such as Global GrasshopPer, and Timeout, and boutique hotels in Melbourne. Using the three sources, we cross-referenced them with each other and picked the three most common hotels and with the highest rating. Then using the hotels' websites, we used the information to fill the spreadsheet. Competitive advantage was what other hotels did not have, in terms of features, services packages and, so on. 

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Boutique Hotel Competitive Analysis-Brisbane

A few examples of boutique hotels in Brisbane, Australia are Gambaro, The Johnson, and Tryp Fortitude Valley. Their competitive advantages include unique architectural designs, award-winning restaurants, affordability, and bold street designs. More details have been provided in the attached spreadsheet.  
GAMBAROThis hotel's interior is well-known for its contemporary elegance and warm hospitality.
 One of the novel features in this hotel would be the floating silver fish sculpture as well as the fish wall that attracts people from far and wide.
The Gambaro Hotel has an award-winning restaurant that is famous for serving Australian seafood.
THE JOHNSONThe Johnson Hotel borrows its design cues from the work of abstract artist, Michael Johnson. It also includes in house art libraries and a dedicated art channel.
The design aesthetic of The Johnson Boutique Hotel unveils vibrant colors, altered aquatic landscapes, and symmetrical geometry.
The Johnson Hotel has a restaurant called Tumbling Stone Restaurant and Bar, which offers a variety of cuisines. It was awarded the winner of the Best Restaurant (Hotel Accommodation) at the QHA Award for excellence in 2017.
TRYP FORTITUDE VALLEYThe hotel boasts of contemporary design and bold street art by world-renowned artists Magee, Numskull, Rone, and Beastman. These features coupled with a unique blend of finishes showcasing pieces of Brisbane’s unique heritage, including renewed timber flooring that is 150 years old. 
The Tryp Hotel is Brisbane's only street art boutique hotel. The Tryp Hotel's competitive advantage is that it fuses a perfect balance of a trendy and contemporary hotel at an affordable price.

RESEARCH STRATEGYThe research team started by exploring sites such as The Telegraph, Culture Trip, The Concrete Playground, and boutique hotels in Melbourne. Using these sources, we cross-referenced them with each other and picked the three most common hotels and with the highest ratings. Using the hotels' websites, we then used the information to fill the spreadsheet. We considered their competitive advantage as what other hotels did not have and the hotels' unique selling point.