Analysis of Como Hotels and Resorts Strategic Vision and Values

COMO Hotels and Resorts is a luxury international hotel group chain that dedicated to delivering an outstanding experience through drawing an inspiration from irresistible places to the travellers around the world which have a passion in seeking a uniqueness and comfort places to stay. The owner of COMO Group is Christina Ong and this group had begun their career since 1991 in London with the name is ‘COMO The Halkin’ (COMO Hotels and Resorts, 2018). As time goes by, COMO Hotels and Resorts has thirteen city hotels, adventure hotels, wellness retreats and island hotels among continents in the world except for Africa. Each hotel in COMO hotel and resort is really different.

However it would not be a problem in identifying the most common aspect in each hotel (Ibid, 2018). In this group, there is some uniqueness being developed that called Asian spirit as a commitment symbol from the COMO group to serve their customers by ensuring their stay will be full of peace. In other COMO hotels, they didn’t change customer perception of the hotel that feels like home, instead of being local through the culture in each country to ensure that guests will always remember the hotel by culture uniqueness inside the design. To ensure this business always keep in track, COMO group has 3 main keys of vision and values such as passion that means group care about all guests needs by giving a service that contains of energy, warmth, and spontaneity. Another thing is about creativity which means that this group loves infant ideas and initiative by inspiring their guests and last is about COMO group styles that authentic, genuine and consistent, valuing integrity over quick solutions.

According to the Zoominfo (2018), Como Hotels and Resorts has a revenue of $756. 8 Million under 3,784 employees. Looking deeply into market share sector of COMO Group that that has a statistic in 2010 consists of 3 city hotels (eighteen apartments), 2 resorts and umas and 1 shambala estate. The hotels are located in Bangkok and London while the resorts are located in Parrot Cray and Coco Irelands. The most important aspect that differentiates COMO Group with other competitors is their Uma Ubud and COMO Shambala Estate in Bali and Uma Paro in Bhutan. It has been proven by the total revenue of COMO Hotels and Resorts, this group has gained a lot of customers because of their brands become more popular in recent years.

As a statement from Kuno Fasel (CEO of COMO Hotels and Resorts) that mentioned about a new updated brand identity of COMO Hotels. This group is keeping their individual properties logos but it should be underpinned with ‘by COMO’. It means to recognized other group even has a different brand symbol, it under COMO Hotels and Resorts group.