After standing up as the Vietnam’s premier luxury resort brand for more than a decade, Ana Mandara Hue Resort & Spa has its competitiveness and its iconic status is starting to fade. Locating on the central coast of Hue, Vietnam, the restaurant has 78 accommodations including deluxe rooms, duplex suites, beach villas and pool villas and 2.8 hectares of landscaped gardens. 

The main objective of this project is to revive its original status with future development without damaging the existing landscape character by using rebranding and repositioning strategies. The owner is willing to do significant investment along with the development of additional new luxury residences and other facilities for upgrading purpose of AMH. 

The team was asked to work on finding the key issues that make AMH lose its competitiveness, how to overcome these issues, investigate on competitor’s good practices and benchmark them, identify current and future range of five-star resort facilities suitable for the natural setting and ambiance of AMH, analyse the target market, a little bit of STP and recommendations for future success of the hotel. 

In order to achieve the expected outcomes of this project, our team has conducted research relying on secondary data, made good uses of strategies and we believe that AMH will be relived again and more future opportunities will take place for the hotel.