Sample Hotel Marketing plan #3

Marketing Mix

Place: product and service information are sold to the guest via personal selling, direct marketing, advertising and the Internet. Delivery channels include travel agents and international reservations systems.

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Product Marketing

Product: high quality facilities accompanied by exemplary personal service, differentiated from competition quality with the overall brand strategy has proven to be a successful approach generating high levels of repeat business.

Pricing

Pricing strategy has been consistent with the differentiation objective, to provide added value for a reasonable rate as opposed to discounting and de valuing our products and services.

Room rates quoted are net of tax and service, are per night, per room with continental breakfast included:

• Corporate single - $95.00;
• Corporate double - $125.00;
• Corporate double deluxe - $ 175.00;
• Corporate suite - $225.00 (maximum occupancy 2 persons).

Conference room rates are net of tax and service, quoted per day use with tea and coffee breaks (2) included:

• The Riverview Boardroom - $260.00;
• The Riverview Conference Hall - $320.00;
• The Riverview Ballroom - $875.00.

Promotion

Promotion: primary focus will remain on mass communication via print ads in trade publications and on the Internet. Direct mail campaigns to existing and prospective clients will increase as a cost effective means of targeted campaigning.

Personal selling in the local market will remain an important element of the mix in order to continue to build long-term relationships within the local community and generate high levels of corporate activity.

Public relations activities will continue to play an important role in the marketing mix, presenting the hotel as a supportive member of the community and participating in significant local events.

Advertising

The following table shows our primary advertising milestones.

Advertising Milestones

Milestones
Advertising	Start Date	End Date	Budget	Manager	Department
Contract media space	1/1/2005	4/1/2005	$20,000	Geoff	Marketing
Ad agency liasonon print ad material	1/1/2005	3/28/2005	$11,000	Geoff	Marketing
Dispatch/monitor campaign results	5/1/2005	8/1/2005	$2,000	Sally	Marketing
Total Advertising Budget			$33,000

Public Relations

The following table shows our primary PR milestones.

PR Milestones

Milestones
PR	Start Date	End Date	Budget	Manager	Department
Public relations functions to schedule	2/1/2005	3/1/2005	$0	Anne	PR
Evaluate sponsorship requests	3/1/2005	4/1/2005	$0	Anne	PR
Establish list of sponsorship events/companies	4/1/2005	6/1/2005	$6,000	Anne	PR
Total PR Budget			$6,000

Direct Marketing

Our direct marketing will be handled by our PR agency. We will buy select targeted list of corporate companies and send them information about Riverview Hotel. We know that we are no experts in direct marketing so it will be important that our PR agency handles every aspect of direct marketing for us.

Direct Marketing Milestones

Milestones
Direct Marketing	Start Date	End Date	Budget	Manager	Department
Direct mail lists to purchase/prepare	2/1/2005	3/1/2005	$6,000	Sally	Marketing
Ad agency liason on direct mail material	3/1/2004	3/1/2005	$7,000	Sally	Marketing
Total Direct Marketing Budget			$13,000

Web Plan

Our website is already up and running, but needs to be revamped to give it an updated look and feel, as well as to add secure interactivity. The content is good -- it just need a little refresher.

We need:

1. New home page design and navigation
2. Online reservations capability
3. Printable brochure

Website Goals

Our website needs to be able to do the following:

1. Convey our messaging of high quality, luxury business accommodations
2. Be indexed on major travel websites so that people find us
3. Be able to take reservations online and make changes to reservations online

Website Marketing Strategy

Our main website marketing strategy hinges upon making sure all major travel sites such as Expedia.com, Orbitz.com, and Hotels.com list our hotel when customers search for hotels in our area.

Development Requirements

To attain the level of interactivity we want in our redesign, we need to increase the features allowed (security for reservations and credit-card processing, daily back-ups, and real-time database linking) and service-level of our hosting service. This will slightly increase our monthly hosting fee.

Sally has contracted with a database developer to update our reservations system to be compatible with the online reservation requirements. The new website will be ready to launch in April.

Pay-per-click ROAS

Sample Hotel Marketing Plan #2

Marketing Strategy

Our marketing strategy's objective is to communicate the unique set of services that we offer to discerning hotel guests. We attempt to direct the focus of our guests to the issues of quality and value for the money as opposed to simply the bottom line costs associated with their stay.

Our marketing strategy will allow us to communicate our brand values, develop close working relationships with our customers and suppliers and to identify the needs of our guests in an effective manner. Continued differentiation and growth are two goals we have set for ourselves. Growth will take place by targeting new areas of business within both local and national communities.

Value Proposition

Riverview Hotel offers the best, most personalized service for the corporate traveler. We include business essentials in every room, such as a nice desk, internet connection, wireless access, and provide easy to access meeting rooms with all audio-visual and technology needs as well as catering for longer meetings.

Critical Issues

We have many strengths including our differentiation strategy, our flat structure and highly skilled and well trained staff. Our weaknesses involve the need to communicate our strategy more clearly in the external environment, our high staff turnover and training requirements due to seasonal fluctuations.

Although there is a low to medium threat of a competitive brand entering the market, there are also opportunities as regards the high level of dependency of our guests for our particular service and our strong position within the community with both customers and suppliers.

Critical issues for the Riverview include:

• Continuing to differentiate from our competition and offering added value to our guests.
• Retaining our current levels of repeat business and developing further customer loyalty in a competitive market.
• Attract new market sectors such as the Notown University-based business sector.
• Continue to be perceived as a supportive member of the Notown community.

Financial Objectives

• Increase overall room revenue by 10% on the past year.
• Accomplish growth within the given budget of $250,000.
• Increase corporate contracted rates to reflect the return of confidence in the corporate travel market.
• Keep payroll expenses down and reduce the level of overtime within the workforce.

Marketing Objectives

  To continue to communicate our strategic objectives to our target markets effectively.

  To provide a positive hotel experience to all our guests.

  To accomplish our growth targets within the given time and budget.

  Expand our markets and identify new markets for our product and services.

Target Market Strategy

Our primary targets continue to be professional visitors to the region  from the following industries, where annual corporate contracts can be entered into:

• Travel trade;
• IT industry;
• Automotive.

Local firms will be targeted for day use of conference facilities, room nights for visiting executives and long stay professional guests.

Messaging

It is critical to the success of the Riverview Hotel to make sure that the hotel is kept up to the highest level in order to keep the high quality branding that Riverview properties are known for. Our messaging will reflect this high standard that we want to be associated with. We need to print brochures with high quality photographs as well as on high quality paper. It will be important to spend a little bit extra on marketing materials to ensure that they keep our "high quality" message in front of our customers.

Branding

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.

Target Market Messaging

Target Market Messaging
Market Segments	Messaging
Travel	Most Luxurious Small Hotel
IT Industry	Business Ammentities and Proximity to IT Industry
Automotive	Best Business Ammentities

Strategy Pyramids

Our marketing strategy is to focus customers' attention on the high quality of the services we offer. Within this strategy are three main points aimed at different market segments.

We will provide:

• The Best Business facilities
• Personalized Services
• Luxurious Amenities