TRT3701
ASSIGNMENT 2 SEMESTER 2 2024
UNIQUE NO.
DUE DATE: 2024
, TRT3701
Assignment 2 Semester 2 2024
Hospitality Administration
Crafting an Eco-Friendly Haven: Applying IHG’s Four-Step Process to the Knysna
Lagoon Retreat
Introduction
Designing a hotel that caters to its target market's specific needs is crucial for success
in the hospitality industry. This response applies the InterContinental Hotel Group's
(IHG) four-step process used in designing their Even Hotels to a proposed eco-friendly
boutique hotel, "Green Haven Lodge," located in the picturesque town of Franschhoek,
South Africa. The target market for this establishment includes environmentally-
conscious travelers seeking luxury and sustainability in their accommodations. This
analysis will show how each step of IHG's process can be tailored to meet the unique
demands of this market.
Physical Address of the Proposed Accommodation Establishment
Green Haven Lodge
Address: 123 Main Road, Franschhoek, Western Cape, 7690, South Africa.
Location Justification: Franschhoek is known for its scenic vineyards, rich history, and
luxurious hospitality experiences. It attracts affluent tourists who are often interested in
sustainability. The location offers breathtaking views, easy access to local wineries, and
proximity to Cape Town, making it ideal for the target market of eco-conscious travelers.
Step 1: Understand the Target Market
Target Market Analysis
The target market for Green Haven Lodge consists primarily of affluent,
environmentally-conscious individuals aged 30-55, including solo travelers, couples,
and small groups who value sustainability and luxury. This demographic is likely to