Hotel Marketing Plan
Executive Summary
The
Riverview Hotel, Notown USA, is representative of the five
star brand within the 'Exclusive Business Hotels of the World'
group. All Riverview Hotels are boutique properties, offering between
25 and 35 exclusive rooms.
The
Riverview properties are renowned for their convenient and strategic
locations within major cities throughout the country. Also synonymous with
the brand are the high level of personal service guests receive, and the
extensive range of comprehensive business facilities available
in luxurious settings.
The
Riverview Hotel, Notown has 35 exclusive rooms and is targeting corporate
guests with a two to three night stay requirement. Target business segments
include the IT sector, due to the proximity of the property to Silicone Hill,
USA; the automotive industry in order to capitalize on the strategic location
of the hotel in relation to the Overall Motors Plant and HQ in Notown and
travel trade guests attending National and International Travel Fares at the
Notown Exhibition Halls.
Differentiating
the type of business service offered, from that of the competition, will assist
not only in building the Riverview brand as a whole, but will attract frequent
business travelers, who require a higher level of personal service and
recognition than they can receive at competitive five star properties in
Notown. This will provide the Riverview with an opportunity to leverage its
core competencies as regards servicing the business traveller in a luxurious
environment.
Situation Analysis
The 'Exclusive Business Hotels of
the World' group is the ninth largest International Hotel chain in
the world, with over 320 wholly owned and managed properties. The
group specializes in occupying strategic, inner city locations and serving
primarily corporate clients.
The properties range from three to
five star plus categories, and include the following brands: River Inns (3*),
River Post Houses (4*), and Riverview Hotels (5*+). The group has a high
instance of repeat business across all its brands, particularly the Riverview
Hotels properties, which account for 68% of total revenue across the group.
The Riverview Hotel, Notown, is
dependent on annually contracted clients from the travel trade,
automotive and IT sectors with guaranteed room nights per year. This area
of business accounts for 70% of the property's revenue.
The current market is somewhat
depressed, due to the economic downturn and restrictions being made on
corporate travel within the U.S. This threat to the critical corporate sector
could be considered as short to medium term, as indications of a return to
business travel are observed. Riverview Hotel, Notown, must continue to focus
on delivering an exemplary business service, at affordable rates, in order to
develop the customer relationship beyond one stay.
Competitive room rates have been cut
dramatically in order to attract contract clients over the next 10-12 month
period. The Riverview Hotel's survival in the current environment, will be
dependent on repeat corporate contract business and customer loyalty to
the brand. The brand must therefore continue to deliver on its
promise and values.
Market Needs
The Riverview Hotel offers value and
benefits to our clients, over and above the standard of our facilities and
affordable rates. We seek to provide our guests with an exemplary personal
service, and level of recognition that they have come to rely upon. We provide
our guest with a luxurious, relaxed environment within which to conduct their
business.
An environment which they cannot
find at our larger, more impersonal competitors. Our guests need to know that
they can develop a relationship with the hotel that will ensure efficiency,
value for their money and reliability in supplying them with the support
they need, when they need it. The Riverview Hotel operates in a city with a
very strong sense of community, and we want to stay an integral part of that
community.
The Market
The Riverview Hotel is a boutique
5*+ hotel comprising 35 luxury guest rooms and specializing in servicing
business and corporate clients. It serves the business community, and
visiting business traveller, in the city of Notown USA.
Our key clients are contracted
corporate clients originating from both international and domestic markets
from within the travel trade, automotive and IT segments. The strategic
location of the property is key to its success in these areas due to the
proximity of the Exhibition Halls, Overall Motors and Silicone Hill, USA.
Key to our business success is the
level of customer loyalty and repeat business we receive on an annual
basis. We offer our guests the most up-to-date technical business facilities,
both inside the rooms and within the hotel's conference facilities.
Our guests feel that they
can conduct their business from within a less austere atmosphere than can be
experienced in our competitive properties, where there is less personal
recognition. They appreciate being called by name when they arrive, and having
staff remember their specific requirements, time and again. This is key in
developing the relationship beyond an initial stay and evidences our added
value in relation to competitive properties in the vicinity
