The paper "Strategic Plan for Atlantis Palm Hotel and Resort" is a good example of a management case study. Atlantis, The Palm is a hotel resort in Dubai located at the crescent of Palm Island Jumeirah. It is the first resort to be built on the island. It was opened in 2008 as a joint venture between Istithmar and Kerzner International holding Limited. The hotel has 1500 rooms with two accommodation wings consisting of the West and East tower which are both connected by the Royal Bridge Suite. Aquaventure Water Park and the popular Nasimi beach complement the resort and play a role in hosting concerts and events. The resort was opened on September 24th 2008 and is managed by Kerzber International resort.
The hotel required a lot of effort to construct including the establishment of a man-made island in Dubai. Strategic plan Atlantis palm hotel and resort is focused on developing a corporate brand identity that will position it for growth opportunities. With its extensive skills in resort management and sales and marketing in the luxury hospitality industry, the resort company intends to improve its revenue management, strategic planning, resort operation, business management and central reservations in order to achieve its objectives(Bodeker, & Cohen, M.
2008, 16). For increased customer satisfaction and profit-making, Kerzner International wishes to expand its infrastructure in the resort. It is set to have its second Atlantis that will cost a $1.4 billion. The resort developer plans to establish nearly 250 luxury residences and 800 guestrooms and suites with expertise architecture from Kohn Pedersen Fox Associates (KPF)and expects the Royal Atlantis Resort and palm residences to redefine luxury in Dubai. It is also set to construct a new sky pool which will soar 90 meters above the palm and will offer excellent pool experience with the city views of Dubai.
The new project is also accounting for the establishment of a never seen marine experience. The new Royal Atlantis Resort and Residence project will provide a new resort living experience for tourism and local citizens while adding an exclusively dynamic with its definitive habitations. The hotel management continues to focus on a global strategy and is focused to make a significant impact in Dubai.
The Investment Corporation of Dubai is working in collaboration with Kerzner International to ensure that the project is completed(Bodeker, & Cohen, M. 2008, 18). ICD is the investment arm of the Dubai government and has a portfolio that currently represents a cross-section of Dubai`s companies in sectors deemed by the government for continued innovation and growth of the Emirate. The ICD has confirmed that the initial phase of $1.4 billion Dubai waterfront mixed-use project is on track for its accomplishment by the end of 2016. Marketing (local and international) The economy of Dubai is dynamic and attracts the attention of hotel operators all across the world.
Atlantis has a great repute to attract customers from all over the world. Atlantis provides a unique brand that helps in promoting the positioning and purpose of the company and this helps them in maintaining their employees thus offering a competitive advantage over other resorts located in Dubai. The resort has a multichannel marketing strategy with third-party intermediaries such as Expedia, Booking. com, Orbit and many others. These channels help in driving brand awareness and bookings in emerging markets(Wisnom, & Capozio, L.