Souq Waqif

Case Study: Souq Waqif Boutique Hotels
Analysis and Findings:
In Qatar, there are many international hotels classified which are very popular, yet the
rise of boutique hotels are now considered as a strong competitor among these hotels. People
seem to prefer a different than the usual hotel services which are much commercialized.
Guests want a different experience whether they are traveling for a business or pleasure.
The Sour Waqif Hotels located right at the center of Souq Waqif is a collection of 8
unique boutique hotels managed by Al Rayyan Hospitality. It is classified as five-star luxury
boutique hotel. The design is a combination of Qatari culture but with the luxury of the
modern services that most international hotels offer around the city. It is conveniently
situated in a labyrinthine-like market and its cobbled streets. It has a traditional appearance
which gives guests a feel of Arabic culture but provides comfortable and personalized
services.
Organizational Structure:
Under Al Rayyan Hospitality, Souq Waqif Hotel is collectively headed by a Chief
Executive Officer (CEO) like most international hotels. There are positions which are
centralized such as Vice-President for Sales and Marketing, Vice-President for Production,
Human Resources Manager, IT and Customer Services. However, since this hotel is
composed of 7 boutique hotels, each is independently managed by Operations Manager
together with hotel staff such as sales and reservation, reception and front desk,
housekeeping, security and kitchen under his supervision. The organizational structure is
simple and not complicated. Each functions are effective and clearly linked to an officer in
charge.
Management Strategy:
To evaluate the management strategy that Souq Waqif Hotel uses, it is necessary to
examine several aspects of its business operations. The management strategy involves the
following:
A. Hotel Branding- Souq Waqif hotels are classified under boutique hotels. Boutique
hotels are characterized by a theme usually inspired by culture, tradition and history.
In 2006, Souq Waqifs old buildings were carefully reconstructed using traditional
Qatari architectural elements. It has no international affiliation and carries a local
brand which sometimes can also be an advantage to local guests especially those from
the Gulf countries nearby. The hotels have inherited their traditional names from the
residential neighbourhoods nearby. It is small compared to other commercial hotels in
the area, yet it is comfortable. The services are personalized and brings a feel at
home experience. Although, Souq Waqif Hotel does not carry international brand,
still in 2013, it has been awarded as The Best Luxury Hotel Brand for the Middle East
in Thailand.
B. Strategic Location- In terms of location, the hotels are conveniently situated where
guests can comfortably walk around Souq Waqif, a popular landmark and tourist spot
in Doha showcasing the countrys cultural heritage. The hotels give its guests a
genuine feel for the location.
C. Excellent Facility and Services- Souq Waqif Hotels offer distinctive facilities and
services in each of its hotels. It offers variety of services to explore Qatars hospitality.
It has facilities such as restaurants, spas and gyms in all 8 hotels. Like all international
hotels in the city, there are access to complimentary Wi-Fi, currency exchange
services, bespoke city tours, as well as limousine services. The hotel staff and
management offer only the best, friendliest, personalized service a guest can find
available 24/7 to answer questions, help organize itinerary, book events or suggests
the best restos in town.
D. Marketing and Sales Strategy- Since its opening in 2006, Souq Waqif Hotels used the
unique features and excellent services as its marketing and sales strategy. The hotels
are proud to offer better guests privacy, relaxation and recreation in highly elegant and
sophisticated surroundings with lesser rates compared to most international hotels in
Doha. The hotel offers big discounts and regular promotions to walk in guests or those
inquiring on line in advance to get a different experience. The hotel holds a high
returning rate for its guests basing on customer satisfaction.
E. Customer Satisfaction- The most important goal that Souq Waqif Hotel aims to
maintain is the satisfaction of the customers. Whether guests come for pleasure or
business, they can expect to experience a different kind of hotel accommodation, an
experience that boutique hotels are known for. Guests deciding to stay on boutique
hotels would like their experience to be characterized by a more intimate and
luxurious environments, as well as more personalized accommodations and services.
This is what customers get for staying in Souq Waqif Hotel.
F. Advanced Technological Systems- The management values that most people now are
comfortable with on-line technology. Souq Waqif Hotel features each of its hotels in a
sophisticated website with available information in Arabic and English on the facility
and services that the guests wish to avail. It has an on line reservations and payments
and customer inquiries and complaints box.
SWOT Analysis:
Strengths
-
Only one of the few Boutique Hotels

in Doha
Received international award for
being The Best Luxury Hotel in the
Middle East.
Guests can choose from 7 unique
hotel of Souq Waqif Hotel.
Personalized hotel experience based
on the requirements of the customers.
For example guests can requests
dining options.
Hotel location is excellent for all the
guests doing business and leisure
because it is conveniently located at
the heart of tourist spots and near to
business areas.
Customer service feedback is
excellent
Well- trained and hospitable hotel

staff speaking in English and Arabic
Availability of 4 conference areas for

huge business gathering or personal
meetings, complete with latest audio
visual facilities and services.
Weaknesses
-
Opportunities
Threats
-Boutique Hotels are becoming popular

among global guests especially from Gulf
Countries.
-There are always a lot of scheduled

cultural events in Souq Waqif, including
international events in Doha. This means
more guests for the hotels.
-Offering of fresh and unique offers and

promotions from the hotel management
will surely catch the attention of guests.
-Positive write ups, news feature,
feedbacks and reviews of satisfied
customers on line.
Since the hotels were recently

constructed, there are still undergoing
extension works around the area.
Facilities like pool and dining areas
are small and very private. Not all
guests can be accommodated at one
time during peak days.
On-going construction of hotel

residences, suites and other boutique
hotels as competitors with cheaper
rates.
Traffic congestion along the area
because of rail, parking and building
constructions.
On-going area development may
affect the traditional and cultural style
of the hotel location.
Conclusion:
Souq Waqif Boutique Hotels has a very good potential of making a good name in
Qatar and even in the whole of the Middle East because of its strength being in a good
location and carrying the culture and tradition of this country. To keep its good reputation as
the Best Luxury Hotel in the Middle East, they should ensure that the hotel maintain their
customers happy and further improve their services, as well as offer exciting promotions
through its marketing strategies. The Management should also look into its weaknesses and
provides solution to the threats that may affect customer satisfaction. For instance, it should
investigate and review external factors affecting the business operation.

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Souq Waqif

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Case Study: Souq Waqif Boutique Hotels

Analysis and Findings:

Only one of the few Boutique Hotels

Well- trained and hospitable hotel

Availability of 4 conference areas for

-Boutique Hotels are becoming popular

-There are always a lot of scheduled

-Offering of fresh and unique offers and

Since the hotels were recently

On-going construction of hotel

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