The Mandarin Oriental Hotel Group is an international hotel management company that specializes in Asian luxury hotels. The company operates over 31 hotels and 8 residences in more than 20 different countries.

Mandarin Oriental hotels are renowned for offering exceptional facilities with high-quality restaurants, bars, employees, and accommodations. The Mandarin Hotel started in 1963 in the Central District of Hong Kong island. In 1974, Mandarin International Hotels Limited was founded as a hotel management company and acquired 49 percent ownership of The Oriental Hotel in Bangkok. In 1985, these two massive luxury hotels and others in the region were combined under a common name—Mandarin Oriental Hotel Group.........

Questions

1. What are the key drivers of Mandarin Oriental’s global success?

2. What are the pros and cons of Mandarin Oriental’s positioning as a global luxury brand? Can it have universal appeal for travelers around the world?

3. How should Mandarin Oriental build its global digital media strategy in a way that increases its popularity without hurting its brand image?