TY - THES AU - Candreja, Marc T1 - New Strategic Positioning for the Widder Hotel Zurich T4 - Exceeding Customer Expectations in the Luxury Hotel Business DA - 2016 CY - Chur PB - Hochschule für Technik und Wirtschaft HTW Chur A3 - Hörburger, Norbert AB - A clear and sustainable strategic positioning is crucial for hotel businesses of all kinds. When looking at the market of Swiss luxury city hotels in particular, this importance even increases as many external influences force Swiss deluxe hotels to take measures in order to stand out from competition. The market is dynamic and facing constant changes. It is therefore inevitable to analyze developments and trends and to take them into account, when a newly positioning of luxury hotels in the market is planned. For this thesis, this issue is researched in collaboration with the Widder Hotel in Zurich. The Widder Hotel is a small, exceptional and utterly luxurious five star superior hotel in the heart of Zurich that convinces with its unique character and its contemporary product. The final outcome of the thesis represents the new strategic positioning recommended to the Widder Hotel, including the measures to be taken in order to implement it successfully. M3 - Bachelorarbeit Tourismus M4 - Citavi ER -