Marketing Strategies And The Positioning Of Hotels Tourism Essay

Marketing Strategies And The Positioning Of Hotels touristry EssayA hotels positioning is a crucial determinant in developing its subsequent marketing strategies. Incorrect hotel positioning pass on lead to an unclear dream of the hotels development and eventually affect the profitability of the hotel (Ransley Ingram 2004, p.37).Our hotel has been positioned as a 3.5 run short hotel that sits in the middle of the competition. This is a very strategicalal approach for our hotel to start with as it allows us to target upper-end of the market since our hotel has the resource and capability to do so and simultaneously attract other markets segments such(prenominal) as leisure time and family spend makers since our price and products be very competitive compared to other hotels in the same category.Hotels targeted market segmentsCorporateOur hotel will continue to set confederation executives and business travellers as our priority of focus, since this market segment has alway s been a major proportion of the hotels business in terms of the number of get ons sold and incomes from the manner sales. This market segment would also bring surplus revenue to the hotel such as onsite dinning and purchase of other facilities. Therefore, meeting, business and throng related facilities needs to be developed to meet these customers needs.LeisureThe city which our hotel is suited in is a destination of family and leisure vacations and our hotels location itself visits a unique marketing advantage as it is located on the seafront and skinny to the main shopping centres. Therefore, with the competitive marketing advantage, if we could offer a desegregate of quality products and swear outs, in fact, all of our hotels guests rooms are able to agree families and other services such as Pub and full service restaurant are integrated to deliver a desired level of convenience. Scale of prudence is a nonher critical element that attracts leisure and family holiday makers, however, simply reduce our room rate is not a strategic action to take. Therefore, special discount can be allowed for weekdays bookings in tack together to maintain the level of room occupancy rates and design mingled packages for the weekend in bon ton to improve the sales of FB facilities.TourTourism has boomed in this region, there are heterogeneous venues take place in the city throughout the year. This induces a great luck to improve our room occupancy rate and ultimately to increase our overall profitability. As tourists turn over similar features with leisure and family holiday makers in terms of scale of economy and convenience of hotels location. Our hotel should come up with different and differentiate packages to suit various venues so that our customers can receive and perceive added values from our hotel. For example, we can pay heed our customers in booking the tickets for some of venues such as the International unison Festival and International Dance Festival. Internally, we can offer special check in and check-out channels for meeting tourists in order to diminish the hassles for them. Additionally, it is essential to fill multi-lingual staff at the front desk as we expect group tourists from overseas.WeddingsFrankly, we cannot soldiery ant weddings prior to our conference facilities in place. Therefore, at this stage, with the available resources and capacities in terms of our rooms and restaurant, we can arrange Honeymoon specials for the new get hitched with couples. Once we obtain any honeymoon bookings, we can pre-decorate the rooms with amorous features and ambiences to provide a physical environment which allow those couples to have interior times together. Additionally, we can also offer discount for new unite couples to have dinner in our restaurant with the menu especially designed for the venue.FB ServicesIt would pose a great impact on the cognitive process of our FB division since the authority resignatio n of our Head Chef. However, we can take this opportunity to be innovative in terms of turning our restaurant into a completely different concept of dine. Nowadays, FB services are usually seen as an adhering service to the accommodation. However, the potential ability of FB services of generating revenue is significant. Therefore, providing we have sufficient financial founds, we can hire another Head Chef who is innovative in culinary arts and develop our restaurant as a dining destination of the region, it is implementable as the local population of over one jillion in the city ensures the demands of such service if we operate it successfully. forward motionPromotion is a very vital element in the marketing miscellanea (4Ps), as in it builds the hotels image and increases the hotels public awareness and helps the hotel to reach more than(prenominal) markets (Kotler, Bowen Makens 2006, p.539). Our promotion mix will include a number of media such advertising, hotels website and join in marketing consortiums.AdvertisingOur hotel will nevertheless submit some of the traditional media such as newspaper, travelling magazines and advertising tug on radio. These media can effectively reach a large group of audience even though involves be and cannot receive instant receipt on the effectiveness until the guests actually come to our hotel. For that reason alone, our hotel should use on-line favorable networks such as Facebook and Twitter. These social networks has increasingly become the immemorial information sources for people especially for Gen Ys whose purchasing power has increased dramatically. The social networks allow us nearly zero-cost and can reach to more potential customers.Hotels websiteHotels website is the first impression we demote to our potential guests when they intend to choose us as their hospitality provider. Therefore, a well-established, designed and managed website will effectively get on our hotel to those who are very likel y to become our customers.Marketing consortiumSince we are an independent hotel and especially with limited budget, we are in a decrepit position in competing with those international chains in terms of spend money on marketing and promoting themselves. Therefore, join a marketing consortia is a strategic approach at this stage for our hotel. For example, The star Hotels of the world, will give us access to its worldwide reservation centre and they have more than 20 offices in the most important cities and this organization also participate in some of the most popular travel exhibitions and trades shows in the sideline of promoting its members. However, it charges annual membership fees and additional shares for each room they have generated (The Leading Hotels of the World, 2010).Other marketing related strategiesConverting guests rooms into Conference facilitiesCurrently our hotel does not tuck any business from this market segment due to the wishing of conference facilities. Functions and banquets are very profitable to conduct as it requires intensifier FB services which can generate significant profits and also impose the potential of room sales and long-term business relationships with the clients. Therefore, the next strategic projection for our hotel is to turn some of rooms into conference facilities (our average room occupancy rate was 20% which means 80% of the room pedigree have not been generating profits, and hotel rooms are perishable products). This strategy will require additional financial founds to support, there will be bump involved, but it will be profitable in the long-haul.Merge to gain additional foundsOur hotel can merge with another non-hospitality establishment in order to get additional financial support as we are deplorable for lack of money. Although merge is not as fierce as acquisitions, it still poses a certain degree of risks to the management of the hotel in terms of the unassailable authority and power over makin g business decisions (Beamish 2008, p.288).Budgeting for marketing departmentThere are two major areas that require enormous funds to complete.Projected Budget for Regency Hotel-Marketing DepartmentConverting rooms into conferences facilities$1.5 millionAdvertising$2,000 per calendar monthJoin marketing Consortia$200,000 per yearMaintaining Website$1000 per yearLabour costs$80,000 per year