Fairmont Hotel Norfolk: Com 421: Final Project Part 1
Fairmont Hotel Norfolk: Com 421: Final Project Part 1
Fairmont Hotel Norfolk: Com 421: Final Project Part 1
Submitted to:
Rose Mwangi
Of
Daystar University
Department of Communication
School of Communication, Languages and Performing Arts
9 November 2020
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Introduction
Fairmont Hotel Norfolk is one of the several branches of Fairmont Hotels, which is
currently located in Nairobi. Just like many businesses in the hospitality industry, Hotel
Norfolk was severely negatively affected by the COVID-19 pandemic. According to Fredrick
Obura (2020) of Standard Media, the hotel sent out a retrenchment memo to all of its
employees, notifying them that they were ceasing their operations and making them
redundant due to lack of business. Fortunately enough for the employees the hotel withdrew
the retrenchment memo a few days later, as confirmed by Saada Hassan (2020). In addition to
this, Hotel Norfolk was sold to a new company- CG Hospitality Holdings. The hotel’s current
priority is the health, safety and wellbeing of its employees (and future customers).
Situation Analysis
Presently, the fear of COVID-19 has led people to avoid hotels and restaurants, hotels
including Fairmont Hotel Norfolk. However, as communities and countries work towards
controlling and eradicating the virus, businesses in the hospitality industry might have fresh
perspective of what to bear in mind while trying to meet consumer expectations. According
to Bogdan Ramashko (2020), the best post COVID-19 target market are millennials, the
generation of individuals who are most eager to get out more often during lockdown. Some of
the other things that hotels could focus more on in order to bounce back from the Coronavirus
pandemic would be more food deliveries, deep cleaning services, creating hand-free
experiences for tenants, open air exercise or leisure spaces, safeguarding hotel staff and most
Currently, Fairmont Hotel Norfolk offers a wide range of services that remain both
pleasurable and health-conscious, as these services still observe the precautions to avoid the
contraction and spread of Coronavirus. Some of these services and features (which contribute
to its strengths) include room service food delivery, intensive housekeeping, widespread hotel
rooms, private balconies and open-air fitness/leisure centres. In 2019, the hotel scored an
average rating of 4.5 stars out of 5, as rated by previous guests due to exceptional services
and charming staff. In addition to this, the hotel has a distinctive reputation as the first luxury
hotel in Kenya (which was built in 1904), thus being a historical site as much as it is an
accommodation area.
However, as distinguished and wonderful Fairmont Hotel Norfolk is considered by
travellers, the hotel still has some weaknesses. First, the hotel is located right on the side of
the road. Although the hotel has high security measures and this location is convenient to
other tourist attractions in Nairobi, the hotel is located right near the Nairobi CBD, a busy
area where (if it wasn’t for lockdown) there are usually many people. Without social
distancing, this area can possibly be a high-risk area for contracting Coronavirus.
Second and even more importantly, the hotel’s purpose even in history was more
geared to cater to Western foreigners. Although the hotel carries some elements of European
history and is a beautiful attraction for these foreigners, the hotel does not do much to appeal
to Africans, especially Kenyans. Local tourists would love to travel and visit these beautiful
establishments like Fairmont but the rates and how they advertise themselves is in a way to
mostly attract the tourists, yet locals have so much to offer but aren’t really their preferred
audience. Indeed, this place is a historical site but over the years, it seems as though the hotel
benefited Western foreigners more than actual Kenyans- the ones whose land the hotel is
built upon, especially in colonial times. Thus, the hotel highlights some of the nicest
historical and cultural aspects of European culture based on history without giving Kenyans a
sense of pride in their own history. Hence, the hotel has not made much effort to include
Kenyans in some way. Though the hotel is designed to strongly attract Western foreigners, it
also fails to showcase and attract foreigners through some aspects of Kenyan culture- one of
Fortunately, the hotel has some great opportunities that it can seize as part of the plan
to bounce back by mid-2021. First, the hotel could focus more on appealing to domestic (and
other African travelers). This is because due to lockdown, there are too few to completely
none international travels that will bring foreigners to Kenya and therefore, to the hotel. Thus,
the hotel could do some renovations and make certain changes that will model some aspects
of Kenyan history and culture, so as to create a blended space that will cater to both domestic
and foreign travelers. Most importantly, the hotel will retain its current (positive) aspects of
European history and culture, while still ensuring representation and inclusion for Kenyans.
Second, the hotel has the opportunity to boost its image through public relations and
going from once being the hotel that fired all of its employees, to the one that was ethical
enough to reverse this sacking and then finally, becoming the one hotel that truly prioritizes
the health, wellness and safety of both its employees and guests.
Lastly, the hotel has an opportunity to appeal to millennials and just Kenyans in
general especially who are most eager to leave the house during this COVID-19 period, they
are looking to travel to new, exquisite locations for vacationing and just feeling the Kenyan
vibe.
Communication Objectives
1. To show that Fairmont Hotel Norfolk values people from a variety of heritages,
including Kenyans i.e. the goal should be to communicate their pride for Kenya even
2. To show Fairmont Hotel Norfolk’s potential guests and staff that their health is
equally important to the business as their enjoyment and leisure i.e. the goal should be
to show that they value customers and staff’s health and will protect it while
References
2. Obura, F. (2020, May 28 ), Fairmont Hotels and Resorts dismisses all employees
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3. Ramashko, B. (2020, April 13 ), How can hotel industry recover after COVID-19?
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