HOTEL MARKETING PLAN

Name

Institution

Table of content Page

Executive summary……………………………………………………………………..2

Problem or the issue…………………………………………………………………….3

Background………………………………………………………………………………3

Discussion of the findings……………………………………………………………….4

Conclusions and Recommendations……………………………………….……………5

References………………………………………………………………………….……6

Executive summary

The purpose of this plan is to form a strategic marketing plan for Hotel Dimples, a privately owned hotel, small in size and located in the United States. The theoretical aspect of this report represents marketing and tourism in terms of the hospitality industry and also the challenges that the providers of accommodation face when it comes to marketing different products and updates of their marketing plans. The study adopted a strategic research study to come up with qualitative data that was analyzed for content analysis. More than that, in-depth interviews were conducted with the stakeholders of the hotel, such as owners, staff members, as well as some of its customers. The result of all the analyzed components formed the strategic marketing plan outlining the strategy or course of action plans on the best ways that the hotel should have its marketing proceeds.

The issue

The aim of this plan is to create a strategic plan for Hotel Dimples by first assessing the current marketing situation and the gaps it has. In so doing, it will determine the realistic aspects and the suitability of the marketing plan in as much as it is applicable to be used as the marketing plan (Luther, 2011). Therefore, the general problem and/or issues are to create and increase awareness of the business. In addition the other issue is identifying any additional opportunities for promotion. With the action plan being on how to do it and how to work it out, strategies to be adopted upon the recommendation of the plan incorporate all the marketing activities. In this way, all the marketing activities must be jointed by the hotel objectives. One of the problems to be tackled includes whether the hotel has the ability to maintain the services and the hotel standards and whether there exist knowledge about the people who comprise the market.

Background

Hotel Dimples is one of the upcoming hotels in the region, mostly targeting the corporate and other normal customers. Located next to Miami petrol station and the shopping mall, the hotel was established in 2005 with strong business energy. Business idea should be directed to the accommodation and restaurant services management to its customers. The hotel being run by its owners, the hotel has a considerable number of employees and the hotel has outsourced its restaurant services to another company.

Although the current market is very economically depressed as a result of economic restrictions and downswings made within corporate travels within the region, the hotel has been galvanizing its effort on the restaurant services and muscling all its resources to keep up with the competition . The hotel must continue to focus on delivering an exemplary business service, at affordable rates, in order to develop the customer relationship beyond one stay.

Discussion of the findings

In order to compensate for the seasonality of its customers’ inflows, Hotel Dimples should segment its market. Most of the respondents agreed that there are potential different customer groups and sections that could be reached in different ways, thus segmenting the market according the customer group needs. Some customers and sports personality who come to play nearby form one of the group types. The other customer types are the individuals from the regional companies. The hotel management must research, contact, as well as negotiate with the in terms of their orders and to determine what kind of the needs they have for accommodation and hotel services.

The SWOT analysis of the hotel indicate strength through differentiating its strategies, with a flat decentralized structure, diverse skills within the management and staff, brand strength, strong competitive culture and well communicated values. Although the seasonal turn over that requires an ongoing training and orientation of the new staff with certain rooms requiring renovation and upgrades as the weaknesses, the hotel has numerable opportunities in the growth in the market (Rutherford, & O’Fallon, 2006). The absence of strong competitors is also another advantage of the hotel as the corporate customers are also many in the region. However, some of the respondents felt that more efforts should be put into caring for the regular customers. They should be given special attention and revised charges in order to maintain their loyalties. In addition to gathering information and complaints from the customers in terms of improvement suggestion, the hotel must value the feedback with intense attention. Most of the respondents felt that instruction must be clear on responsibility of every stakeholder of the hotel.

Conclusions and Recommendations

Amidst the fierce competition in the region, differentiating the business services offered will go along way assisting Hotel Dimples brand in general and attract many customers, business travelers who require a high standards of personal services and recognitions. In presenting its strategic strengths as the core advantage in the industry, Hotel Dimples, through this plan will have the opportunity to leverage its competencies in serving its customers in a cool environment.

The management must be updated on every event within the region and beyond to make the necessary advertisement of the hotel for the visitors of the accommodations in terms of newsletters and other information leaflets (Seaton, & Bennett, 2009). Many corporate workers should know about the hotel accommodation and the restaurant services and if possible be contacted. Finally, the hotel should take advantage of online marketing and open its webpage where the available services are posted.

References

Luther, W. M. (2011). The marketing plan: How to prepare and implement it. New York: AMACO

Rutherford, D. G., & O’Fallon, M. J. (2006). Hotel Management and Operations. Hoboken: John Wiley & Sons.

Seaton, A. V., & Bennett, M. M. (2009). The Marketing of tourism products: Concepts, issues and cases. London [u.a.: Thomson.