A marketing strategy for a medium-scale hotel?

i was given an assignment over the summer for all the RHM students to work. well, it%26#039;s not to be handed in in early october.





it%26#039;s a medium scale hotel, around 100 hotels in england, target market being tourists/business men, wanting to increase sales turnover.





i%26#039;ve been on vacation and done the paper for the past few days. just want to get more insight and opinions on marketing strategies for a hotel including the 4Ps:





product (service in this case/F+B)


price


place


promotion





thanks in advance, detailed replies appreciated!


jess
A marketing strategy for a medium-scale hotel?
A good marketing strategy should cover more than just the 4-p%26#039;s. You will want to cover the following:





A basic marketing strategy should include the following:





SITUATION OVERVIEW: What is presently happening in the marketplace? Where does your hotel rank in comparison to your competition? Who leads the market? Provide a brief history of your company.





OBJECTIVE: What do you want to accomplish with your marketing? More clients? Do you want to reach a better quality of client? Be specific, as this is how you will measure the success of your efforts.





STRATEGIES: What are the specific goals of your marketing? Are you trying to increase business at a certain hotel or marketing region? Do you plan to concentrate on business travelers exclusively? In your case, one example of a strategy might be %26quot;Establish communication with business travelers who travel upwards of 10 times a year.%26quot;





TACTICS: These are the specific courses of action you wish to initiate to achieve your objective and fulfill your strategies. Given the sample strategy above, a tactic might be to %26quot;Create a direct mail campaign targeted to Human Resource Directors throughout the UK.%26quot;





TARGET AUDIENCE: This is where you spell out who it is you are trying to reach. Where do they work? What do they do? Who at your target companies influence the hiring/purchasing decision? This will influence how you go about reaching them.





UNIQUE SELLING PROPOSITION: What is the one key difference that sets you apart from other companies offering the same or similar services? What makes your hotel different or better?





KEY MESSAGES: What is the one key message that you want your target audience to know? If you have more than one, list them in order of importance.





TONE %26amp; MANNER: This is where you describe how it is you would like to address your customer and how you want to be perceived by them. For example, do you want to come across as formal and professional? Do you want to come across as hard working and blue collar? Tone and Manner influences how your marketing materials will be written and how they will look.





CALL TO ACTION: What do you want to have happen as a result of your marketing communications? Are you trying to build a database of potential clients? Do you want to elicit telephone or e-mail inquiries?





RESULTS: How will the results of your advertising/marketing be measured? By sales? By e-mail inquiries? By visits to your company web site? By hotel bookings? If you don%26#039;t have an expectation, you won%26#039;t be able to measure the success of your advertising.





Good luck with your paper.
A marketing strategy for a medium-scale hotel?
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Reply:I recently wrote an article on the best target market for hotels that you may find helpful.





Plus, I%26#039;m posting articles to my blog this week about the 4 ps of marketing.





I%26#039;ve provided links to both below that you should find helpful.
Reply:Hi,





I have a lot of experience marketing small companies online (I have 3 companies). One of the best ways is to sign up at business directories and protals. These are basically listings of businesses (simliar to the phone book). The advantage is that these portals usually get a lot of traffic and they%26#039;re ranked high on Google because of all the quality links they contain.





My favorite portal is called Directory Exclusive. I signed up a few weeks ago because they%26#039;re giving a away a free business card holder when a person enter%26#039;s their company info. I received it in the mail 3 days ago =)





I don%26#039;t know if they still have that promotion, but you can try to get the free card holder here:








http://www.directory-exclusive-card-hold...





Good Luck