Competitive Analysis

Defining Competition

• Little English Bed and Breakfast

• Hotel Duval, Autograph Collection

• Aloft Tallahassee Downtown

• Hilton Garden Inn

• Governor’s Inn

• Residence Inn

• Double tree
 Amenities Analysis

Location Pets Free Free On-site Express Free Extensive

Allowed Parking Breakfast Restaurant Check- Coffee/Tea Beer/Wine
in/out
Selection

Ella Bella X X X X X X X
B&B

Little X
English
Guesthouse

Governor’s X X X
Inn

Aloft Hotel X X X

Hotel X X X X X
Duval

Residence X X X X X
Inn

Double X X
Tree

Hilton X X
Garden Inn
 Little English Guesthouse: Bed and Breakfast

Quick Facts

Rates: Average $95- $199

Address: 737 Timberlane Road, Tallahassee, FL 32312

Check-In/Out: 4:00 P.M. / 11:00 A.M.

Location: 5.2 Miles from FSU, 8.9 Miles from Tallahassee Regional Airport, 4.8 Miles from
Governors Square Mall, 4.7 Miles from Capital Complex

Accommodation: 3 Bedroom / 3 Bathroom; King, Queen

Pros: French style Bed & Breakfast

Cons: No Pets, Children over 11 only

Little English Bed & Breakfast is Bella Ella’s largest competitor because it is the only

Bed and Breakfast establishment in Tallahassee. Tallahassee visitors who desire to stay in a

B&B have been limited to Little English Bed & Breakfast. The traditional French style concept

provides a marketing advantage over lodging options of similar stature as the owners are from

France and give the B&B an authentic edge. Little English Bed & Breakfast’s location is similar

in distance from Tallahassee’s major market areas as Bella Ella Bed & Breakfast. Check-in times

are the same, however Bella Ella has a later check-out time to offer its guests. The Little English

Bed & Breakfast does not allow children under 11 years old in its facility, therefore Bella Ella

appeals more to families in comparison.

 Hotel Duval, Autograph Collection

Quick Facts

Rates: Average $123- 337

Address: 415 North Monroe Street, Tallahassee, FL 32301

Check-In/Out: 3:00 PM / 11:00 AM

Location: 7 Miles from Tallahassee Regional Airport, 1.2 Miles from Florida State University,
1.6 Miles from Governors Square Mall, 0.6 Miles from Capitol Complex

Accommodation: 108 Rooms; Double, Queen

Pros: Fitness Center, Shuttle Bus Service, Shula’s 347 Grill, Level 8, LeRoc Cafe

Cons: Charge for parking, pets are not allowed

Hotel Duval may be seen as a major competitor to Bella Ella Bed & Breakfast because

there are some services provide that Bella Ella does not offer. Hotel Duval has a full service on-

site franchised restaurant, Shula’s 347 Grill. In addition Hotel Duval Offer’s a lounge and a night

club, however this may benefit Bella Ella, as we are a more family oriented establishment. Hotel

Duval’s rates are also slightly higher than those of Bella Ella. Hotel Duval has a slightly more

contemporary look than that of Bella Ella and offers guests a Fitness Room that benefits the

health conscious guest. Unfortunately charges for parking, where Bella Ella provides it’s guests

with free parking. Hotel Duval certainly appeals to a different type of guest, the younger

business professional; however there are services provided that may pull business from Bell Ella

Bed & Breakfast.

 Aloft Hotel Tallahassee Downtown

Quick Facts

Rates: Average $118 - $224

Address: 200 North Monroe Street, Tallahassee, FL 32301

Check-In/Out: 3:00 P.M. / 12:00 P.M.

Location: 4.0 Miles from Southwood Golf Club, 4.8 Miles from Florida State University, >1
Mile from Downtown Tallahassee, 5.3 Miles from Tallahassee Regional Airport

Accommodation: 162 Rooms; King, Queen

Pros: Touch & Go Kiosk Check-In

Cons: $5 Daily parking fee, Charged breakfast

Aloft’s largest advantage over Bella Ella is its location. Aloft Hotel is only a few minutes

away from the Capitol Complex, Downtown Tallahassee, Florida State University, and

Southwood Golf Club. Although Bella Ella’s location is not too far from all of these Tallahassee

attractions Aloft’s location makes it easier to locate these sites without much hassle. Aloft’s rates

are higher than those of Bella Ella and there is a daily parking charge. Aloft’s concept appeals to

travelers who are looking for a less personal experience as they offer the Touch & Go Kiosk

Check-In, and it is a much larger lodging facility than our Bed & Breakfast. Travelers who are

looking for a Brand may also be more attracted to Aloft because it is a Starwood Hotel. Though

Aloft draws in a younger crowd than that of Bella Ella it is mainly considered competition

because of it’s extremely convenient location.

 Hilton Garden Inn

Quick Facts

Rates: Average $104 - $214

Address: 3333 Thomasville Road, Tallahassee, Florida, USA 32308

Check-In/Out: 3:00 P.M. / 11:00 A.M.

Location: 4.6 Miles from the Capitol Complex, 7.0 Miles from Florida State University, 7.5
Miles from SouthWood Golf Club, 4.5 Miles from Downtown Tallahassee, 5.2 Miles from
Governors Square Mall, 13.5 Miles from Tallahassee Regional Airport

Accommodation: King, Queen

Pros: Gift Shop, Babysitting services, Video Check out, Video Billing

Cons: Daily parking fee, no pets

Hilton Garden Inn is a large competitor because of its location and brand. The Hilton

Garden Inn is located on Thomasville Road, in a more quaint side of town, as is the Bella Ella

Bed & Breakfast. This might take business from the Bella Ella because the Hilton Garden Inn is

a well recognized brand and has similar location characteristics as Bella Ella. The Hilton Garden

Inn also provides the babysitting services and quick check-in/check-out options. This appeals to

a larger market segment: both the business and leisure family traveler. The Hilton Garden Inn

does not offer accommodations for pets, which gives the Bella Ella an advantage with guests

traveling with guests over its competitors. The Hilton Garden Inn also has larger, suite style

rooms.
 Governor’s Inn

Quick Facts

Rates: $169 - $319

Check-In/Out: 3:00 P.M. / 12:00 P.M.

Location: 0.2 Miles from the Capitol Complex, 1.6 Miles from Florida State University, 3.0
Miles from Governors Square Mall, 4.9 Miles from Southwood Golf Club, .03 Miles from
Downtown Tallahassee, 6.5 Miles from Tallahassee Regional Airport

Accommodation: 41 Rooms; Suites, King, Queen

Pros: Smaller Establishment, Fitness Center, Convenient Location, Complementary Cocktails

Cons: High Rates

Governor’s Inn offers Tallahassee visitors an ideal location – directly in the heart of

downtown Tallahassee. Dining and activity options make Governor’s Inn a high competitor with

Bella Ella Bed & Breakfast. Andrews 228, Harry’s, Clydes, Capitol City Country Club, and

Jasmine Café all give the Governor’s Inn a high dining advantage as they are all within walking

distance to the Hotel. The Governor’s Inn is also a large competitor to Bella Ella because it is a

small hotel with a larger focus on personal attention than most hotels in Tallahassee. Governor’s

Inn also offers suite style accommodations as well as complementary cocktails that may attract

that same type of traveler that the Bella Ella seeks. The main downfall of the Governor’s Inn is

the high rates that extend to the mid-$300’s. The Governor’s Inn developed a unique concept by

naming each of their 41 rooms after a former Florida Governor.

 Residence Inn

Quick Facts

Rates: Average $139.00

Check-In/Out: 3:00 P.M. / 12:00 P.M.

Location: 0.5 Miles from Capitol Building, 4.5 Miles from SouthWood Golf Club, 1.0 Miles
from Florida State University, 4.6 Miles from Governors Square Mall, 0.7 Miles from
Downtown Tallahassee, 5.6 Miles from Tallahassee Regional Airport

Accommodation: 135 Rooms; Suites, King, Queen, Double

Pros: Free Parking, Convenient Location, Pool, Express Check-in/Out

Cons: Pet Fee of $100

The Residence Inn offers competition similar to that of the Hilton Garden Inn. The brand

makes this Hotel high competition especially when considering the convenient location to most

of Tallahassee’s main attractions. The Residence Inn gearing its business to the modern business

traveler lightens the competition with our Bed & Breakfast slightly, however the wide variety of

amenities and accommodations offered pose a threat to Bella Ella’s business. This location is

extremely convenient for the business traveler as it offers lots of meeting space and a full service

business center.
 Double Tree

Quick Facts

Rates: Average $87-$299

Address: 101 South Adams Street, Tallahassee, FL

Check-In/Out: 3:00 P.M. / 12:00 P.M.

Location: 6.0 miles from airport, 1.5 Miles from Florida State University, 0.2 Miles from the
Capitol Complex, 2.3 Miles from Governor’s Square Mall, 5.0 Miles from SouthWood Golf
Club

Accommodation: 243 Rooms: King, Queen

Pros: On-Site Restaurant, Pool, Fitness Room, Gift Shop

Cons: Daily Parking Fee, No pets allowed

The Double Tree is one of the larger properties in Tallahassee. Its room rates are lower

than most Tallahassee lodging properties with such convenient locations. The Double tree offers

presents competition to the Bella Ella because of the extensive amenities offered such as On-site

Restaurant, Pool, and fitness room in combination with a convenient location and family-

oriented atmosphere. Bella Ella offers a more personal experience with each stay which it’s

major difference with the Double Tree Hotel. The Double Tree charges it’s guests with a $6

daily self parking fee and pets are not allowed on the property which may be seen as a down fall

to some Tallahassee Travelers

 SWOT OVERVIEW

Strengths Weaknesses

• Personal Attention • Lack of Amenities

• Bed and Breakfast status • Location

• Exclusive varieties of Beer and Wine • Lack of Dining Options

• Affordable Rates

Opportunities Threats

• B&B Extended Stay • Limited market segmentation

• Group events • Lodging alternatives

• Affiliations • Seasonality
 Strengths

Personal Attention

With such a small property and limited amenities, Bella Ella is able to focus a larger

percentage of its efforts on the personal attention that each guest receives while staying at the

bed and breakfast. Each guest receives a complementary beverage upon arrival on the property,

checked-in by the friendly and accommodating staff, escorted to their room, receives a

complementary evening turn down service, and given more opportunities than the average hotel

to receive personalized services.

Bed & Breakfast Status

Considering that Tallahassee has a very limited amount of Bed & Breakfast options,

Bella Ella should be at a large advantage. Travelers whom enjoy staying in a more quaint and

relaxing location will enjoy that Tallahassee has added another bed and breakfast choice.

Exclusive variety of Beer and Wine Selection

The Bella Ella Bed & Breakfast offers a unique concept regarding beverages. The Bed

and Breakfast has a large selection of beers and wines that rare and special. Each beverage is

handpicked exclusively by staff. Selection will be large and exclusive, unable to find these

selections elsewhere in Tallahassee.

Affordable Rates
 The Bella Ella has extremely affordable rates compared to many overpriced lodging

option in Tallahassee. Some of these properties may have rates as large at $350 per room per

night. The Bella Ella maintains affordable pricing while remaining consistent and excellent

service.

Weaknesses

Lack of Amenities

As a traditional bed and breakfast the Bella Ella Bed & Breakfast is a small property with

10 rooms and does not offer the traditional amenities that a full-service or limited service hotel

may offer. The Bella Ella Bed and Breakfast does not have an on-site restaurant, a pool, spa,

disability access, fitness center, or shuttle bus service to and from main locations. For the

Tallahassee traveler seeking to gain for more their dollar a bed and breakfast may not be the

most practical lodging choice because of the lack of amenities.

Lack of Dining Options

The Bella Ella Bed & Breakfast does not offer extensive dining options. Many hotels

located in Tallahassee’s main market place offer a variety of dining options around the hotel

property. The bed & breakfast guest may have to travel a few miles to explore the restaurants

that Tallahassee has to offer.

Location

Although the Bella Ella is located by the beautiful Lake Ella, it is not as conveniently

located as some of Tallahassee’s other lodging options. With hotels such as Governor’s Inn,

Aloft, and Double Tree Hotel less than a mile from Tallahassee’s main attractions such as the

Capitol Building and Complex and Florida State University, and only a few miles from

Tallahassee’s main golf course and market place, it gives Bella Ella a marketing challenge.
 Opportunities

Bed & Breakfast Extended Stay

Considering that Bella Ella is one of only two bed and breakfast establishments in

Tallahassee city limits there is lots of opportunity to take advantage of the market. Offering

exclusive specials for couples traveling to Tallahassee for an extended period of time (7 + days)

may be beneficial to the property. Rather than staying in a traditional hotel with high rates, Bella

Ella can offer Tallahassee visitors a “Home away from home” feeling.

Group Events

As the Capitol of Florida, Tallahassee attracts much of its visitors from groups. If Bella

Ella focused larger efforts on catering to the group event business revenues may increase.

Offering meeting space and retreat packages may attract smaller groups of 5-12 guests.

Affiliations

Considering that Bella Ella Bed & Breakfast is a small establishment, it would benefit

highly from word of mouth advertisement. Becoming a part of local lodging associations and

organizations can help increase business for the bed & breakfast.
 Threats

Limited Market Segmentation

Tallahassee attracts much of its visitors from business travelers, college sports

enthusiasts, student visitors, people visiting students, politicians, lobbyists, others involved in

Tallahassee’s political process and people with friends and family in Tallahassee. Most people

associate bed & breakfasts with destination and leisure vacation travel. Choosing a bed &

breakfast as a lodging option for other reasons may be challenging.

Seasonality

Tourist travel in Tallahassee is defined significantly by season. September through

November brings many visitors to Tallahassee for college football. March through May is also a

high volume season for Tallahassee due to the legislative session. Months in between these

seasons are slow for Tallahassee businesses and difficult to survive.

Lodging Alternatives

Tallahassee offers many other lodging options with more amenities than a bed and

breakfast has to offer. Amenities such as a fitness room, pool, gift shop, business center, and on-

site restaurants may attract travelers who are looking for more than just a room and excellent

service.