WREST POINT: LEADING WITH LUXURYBy Callum Bradford From Brad&Ford

ABOUT US @ BRAD&FORD▪ A modern forward thinking marketing and branding company

▪ Committed to achieving results

▪ Innovative and creative approach based on real world research

WREST POINT Wrest Point was opened by the Federal Group in 1973.

The building has been extended in recent years, including the Conference Centre which opened in 1984, and the Boardwalk in 1996.

269 rooms along with 6 bars and number of restaurants

CURRENT ISSUES

▪ Current prices for Executive suites are not meeting consumer expectations.

▪ Outdated rooms and décor

▪ Competitors rooms offer modern designs and more value for money.

▪ Lack of services compared to competitors

ROOM QUALITY ▪ Room quality of the Executive/

Premier suites lags behind what the market expects

▪ Consumer feed back indicts this issue is a big problem with attracting high spending customers and younger consumers

▪ Rooms are over priced compared to competitors

Name of Suites Star Rating Price

Tower Premier Suite 4 1/2 399.00AUD

Tower Executive

Suite 4 1/2 299.00AUD

Tower Executive

Harbour View4 1/2 259.00AUD

ROOM QUALITY

$399 A night room Wrest PointTower Suite

$299 a night room Wrest Point Harbor View Suite

COMPETITORS ROOMS

Four Star Room Hotel Grand Chancellor $200 a night room

$120 a night room Best Western 3 and half Star hotel

LACKING SERVICES ▪ Wrest point offers a large

number of services, however no differentiation from competitors

▪ Update services to attract tourist and business guests

▪ Second critical point revealed by consumer feedback was poor service and the lack of differentiation from competitors

TARGET MARKET PROFILE • Geographic

Local and Asia

▪ Psychographic

High/ Medium socioeconomic status

Personally- gambler and risk taker

Values and lifestyle attitude- Achievers, Thinkers and Believers

• Demographics

Age- 25-60

High dispensable income

Couples or small older family's

▪ Behavioural

Buying occasions- Holiday, event, special occasion (weddings)

Benefits sought- high quality accommodation and services

COMMUNICATING TO THE TARGET MARKETFrequency & Reach

▪ Partial Coverage of market

▪ International and local coverage

▪ ‘Pulsing’ Scheduling

Methods

▪ Travel magazines/ Print media

▪ Social media

▪ Outdoor advertising

▪ TV advertising

▪ Creation of app

▪ Public Relations

RECOMMENDATIONS For Rooms

▪ Refurnish rooms with modern Décor and technology

▪ Reengage consumers that left poor reviews

▪ Make sure rooms are clean and up to standard at all times

▪ Invite commercial stakeholders in tourism and business travel to reopening.

For Services

▪ Tours/ticket assistance

▪ Multilingual staff

▪ 24-hour business centre

▪ ATM/banking (no unnecessary fees)

▪ Car rental from hotel/ free car Window washing

▪ Animal friendly

THE END THANK YOU By Callum Bradford