Marketing for a 5 Star Hotel
Contents
I. Executive Summary 2
II. Relation to Corporate Goals 2
III. Situation Analysis and Trend Forecasting 3
IV. Problems and Opportunities 5
V. Consumer Analysis 6
VI. Marketing Strategy and Tactics 7
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I. Executive Summary
Our hotel is a bussiness&luxury hotel. Our targeted market segment in made of business persons and families with medium to high income.
The resources needed include only money, approximately 30.000 Euros, that will be divided in the following manner:
- 15.000 Euros - TV Ads
- 10.000 Euros - International Business and Travel Magazines
- 5.000 Euros - gratuities, bonuses, room upgrades, trainings
II. Relation to Corporate Goals
Our hotel is not part of a major hotel chain. However, it does manage 4 other, smaller hotels in the same town. It is best known hotel in Brasov. However, this doesn’t guarantee a good national or international image. The funds for advertising are low, because we can only promote this hotel, and we cannot promote a whole chain (that automatically promotes the brand).
The hotel is a luxury/business hotel. Its targeted market segment is made of medium to high-level income persons. These persons might be businessemen as well as travelers.
The hotel is unique for its location and its history in the town. The fact that Aro Palace is located in the city center, in the old town, is a major advantage. It is a big hotel, and it is perfect for tourists with medium to high level income. They can stay at our hotel, visit the neighbouring towns during the day and go out for a walk or for shopping in the evening.
The next three to five years will bring a „face-lift”. Our hotel will be completely renewed on the outside, but it will also keep its original elements, being part of the historical center.
Our products and services are of high-class. All of our employees are well-trained and
I. Executive Summary 2
II. Relation to Corporate Goals 2
III. Situation Analysis and Trend Forecasting 3
IV. Problems and Opportunities 5
V. Consumer Analysis 6
VI. Marketing Strategy and Tactics 7
[pic]
*****
I. Executive Summary
Our hotel is a bussiness&luxury hotel. Our targeted market segment in made of business persons and families with medium to high income.
The resources needed include only money, approximately 30.000 Euros, that will be divided in the following manner:
- 15.000 Euros - TV Ads
- 10.000 Euros - International Business and Travel Magazines
- 5.000 Euros - gratuities, bonuses, room upgrades, trainings
II. Relation to Corporate Goals
Our hotel is not part of a major hotel chain. However, it does manage 4 other, smaller hotels in the same town. It is best known hotel in Brasov. However, this doesn’t guarantee a good national or international image. The funds for advertising are low, because we can only promote this hotel, and we cannot promote a whole chain (that automatically promotes the brand).
The hotel is a luxury/business hotel. Its targeted market segment is made of medium to high-level income persons. These persons might be businessemen as well as travelers.
The hotel is unique for its location and its history in the town. The fact that Aro Palace is located in the city center, in the old town, is a major advantage. It is a big hotel, and it is perfect for tourists with medium to high level income. They can stay at our hotel, visit the neighbouring towns during the day and go out for a walk or for shopping in the evening.
The next three to five years will bring a „face-lift”. Our hotel will be completely renewed on the outside, but it will also keep its original elements, being part of the historical center.
Our products and services are of high-class. All of our employees are well-trained and