BW - Hospitality Industry Marketing Plan - 10-2-2012

8/3/2019 BW - Hospitality Industry Marketing Plan - 10-2-2012

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We identify the exclusive quality of your business that sets you apart from the competition,then build and promote brand awareness.

A marketing plan can take many different forms. We identify your targets, needs and

objectives to design & formulate a customized Strategic Marketing Plan .

India currently has over 200,000 hotel rooms spread across hotel categories and guest-

houses and is still facing a shortfall of over 100,000 rooms (Source: FHRAI).

The country is witnessing an unprecedented growth in hotel constructions and will be adding

almost 114,000 hotel guest rooms to its inventory over the next five years. (Source: HVS)

Hospitality Industry is showing positive growth hence the Market Competitiveness is also atits peak. Competitiveness refers to - the ability and willingness to compete and two most

important underlying criteria of competitiveness are - ‘ Profitability’ and ‘ Productivity’,

that is, increased competitiveness is reflected in sustained growth in productivity and

profitability.

Since ‘productivity’ and ‘profitability’ are vital for all organizations, industries, sectors and

nations, it indicates that the concept of competitiveness is equally applicable to each of these

entities, so it is a must that they appreciate the conceptual framework of competitiveness and

the various forms that it takes, (commercial competitiveness, market competitiveness etc.)

along with the fact that it is a complex on-going process affected by a range of factors /inputs.

The trends that are dominating Hospitality Industry are:

➢ Globalization

➢ Partnership Marketing

➢ Niche Marketing & Branding

➢ Technology

➢ Environmental Awareness

➢ Guest Preference

➢Relationship Marketing

When we plan a Marketing Strategy for this highly competitive market then three significant

trends play the key role:

➢ Information key to servicing the demanding customer: The modern traveller

wants to have experiences built around their personal needs. The hotel industry

recognises that it must go further in its adoption of social networking. User reviews

expose the truth of a hotel's brand since customers often use their peer group as the

main source of information. Hotels are now challenged with maintaining high

standards and meeting the expectations of customers who have done a significant

amount of research before they travel. The more demanding customer of the future will want to engage with a hotel across all touch points where appropriate. Hotels will



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need to capture and store more data, yet access to it must be faster and more targetedin order to personalise the guest experience.

➢ Opportunities for growth into new markets: The country has been flooded by

some of the world's leading hotel brands. New brands such as Amanda, Satinwoods,

Banana Tree, Hampton Inns, Scandium by Hilt and Mandarin Oriental are planning

to enter the Indian hospitality industry in joint ventures with domestic hotel majors.

International Hotel Brands

Brand

No. of hotels

Target

date

Carlson 50 2012

Four Seasons 6 2012-13

Starwood 15 2012

Hyatt 10 2012-13

Marriott 24 2012

Wyndham 50 2011

Hilton 75 2015

Intercontinental 41 2012Fairmont Raffles 15 2012-13

Accor 44 2012

Source: Business Standard

➢ Technological integration to improve operational efficiency: Asdistribution, channel and content management becomes more complex, ensuringtight integration between these cores systems will become an even higher priority for

hotels. Applications, databases and networks must integrate more easily with eachother and third-party systems to facilitate collaborations with partners.The growing importance of the mobile channel is clear. Although the use of smaller

devices for booking is not yet commonplace, it is anticipated the technology platforms used by hospitality companies must support and enable all userinteractions to integrate in the future, from phone to fax to PC to PDA to mobile.

The services we provide to augment the Brand and promotion of Hospitality Industry are as follows:



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➢ E-commerce:➢ Sales & Marketing Plans (Online & Offline)

➢ Mystery/Secret Shopper

➢ Feasibility Study

➢ Business Performance Management

➢ Management Information System

E-COMMERCE:

The Internet has consolidated itself as a very powerful platform that has changed the way wecommunicate, and the way we do business. Over the last decade the population of Internet

users has increased rapidly. The hospitality industry has always been among the first to

capitalize on new technologies. Costumers are constantly seeking new sources of information

to help them make decisions before purchasing services. E-commerce has been defined as

"the buying and selling of products and services by businesses and consumers over the

Internet." With hotel e-commerce, the landscape of the hospitality industry is forever

changed. Online sales are an important part of the business. The growing importance of e-

commerce in the modern hospitality industry has created an urgent need for simple

solutions to manage companies' online presence. Now that each hotel is involved in e-

commerce, hotel e-commerce is important because:

➢ Accelerating Internet usage worldwide

➢ The Internet is the lowest cost hotel-booking channel

➢ Most travellers research hotel reservations on the Internet

➢ Social media and online hotel reviews are an increasingly important decision factor

➢ The web is the preferred media source for travel information, favoured 17:1 over

television and 6:1 over newspapers and magazines.

Our comprehensive e-commerce management services cover every aspect of your online

presence, from search engine rankings to third-party listings on Tripadvisor, Expedia,

Travelocity and Orbitz. Get the results you need. We know the steps to take to increase sales

online, and we’ll use our proven solutions to get you results.

EFFECTIVE SALES & MARKETING:

BizWizards.net provides tactful and effective hospitality marketing strategy for geometrical

growth. The company specializes in helping travel businesses profitably create brand

resonance, customer engagement and exemplary service delivery processes. With a focus on

creating actionable and measurable business plans, we practice aligns marketing strategies

with the most effective technologies and efficient operational processes.

The strategic foundation and tactical initiatives proposed are always based on two elemental

functions: Solid Analysis and Speed to Market. We provide innovative customer-centric

solutions, which are results-oriented and deliver following strategic solutions:



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Customer Engagement & Brand Strategy Alignment

Hospitality Industry & Online Travel Agency Negotiations

Customer Relationship Management & Segmentation

Travel Reservation Processes & Booking Conversion

Hotel Marketing Planning & Online Sales Promotion

Marketing Planning & Multichannel Promotion Solutions

Competitive Positioning & Market Penetration Strategies

Product Innovation & Niche Product Development

Operating Profitability & Performance Enhancement

Social Media Strategy & Reputation Management

➢ Competitive Analysis: Get an in-depth analysis of your local hotel sales

competition. Find out where the unique opportunities exist in your market that

should be exploited, which hotels are taking your business-and what can you do to

beat them at their own game.

➢ Market Research: Plan B Hospitality Consulting will research your target market

to determine the best hotel marketing strategies to reach new clients and boost sales.

➢ Hotel Marketing Plan: We’ll create a hotel marketing plan that will direct all your

hotel advertising and outreach efforts. The hotel marketing plan we create will take

into account all relevant factors such as budget, competition and your hotel’s target

audience.

➢ Hotel Sales Promotion: Based on our experience in hotel sales and marketing,

we’ll create promotions tailored to your needs across all platforms-from online hotel

marketing and hotel marketing on the web to traditional hotel advertising outlets.

➢ Trade Shows: Hospitality trade shows offer a unique opportunity to network and

create valuable new alliances in the hotel industry. Hospitality Consulting canprepare everything from your employees who will be working the booth to your trade

show marketing materials.

➢ Employee Training: Increasing sales starts with employees who know how to

make sales. We will provide effective training to your staff to increase sales while

respecting the integrity of the hotel brand standards.



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MYSTERY SHOPPER:

A hotel mystery shopper can provide invaluable insight into the current state of your hotel’s

operations and employees. Find out how well your guests are really being treated, and get the

client perspective you need to make the right decisions for your business. A mystery shopper

is a key strategy to understanding client perceptions about your hotel.

We follow up our secret shopping service with a comprehensive report that not only details

the findings of our hotel mystery shopper; it also gives you a list of concrete actions you cantake to increase sales at your hotel.

Benefits of Mystery Shopping Service:

➢ Competitive Edge: Faced with a situation where your service isn't greatly different

from that of your competitors and you don't want to risk a price war which lowers

your profitability, it is worth looking at ways in which you can make the quality of

your customer service better than that of your competitors.

➢ The advantages are that quality in customer service doesn't always cost more and that

it is often something which isn't easy for a competitor to copy.

➢ Quality of customer service tends to be more important to a customer than many

other features of a product - even price. Indeed many profitable firms rely on their

reputation for good customer service to sustain a price differential over their

competitors.

➢ Measuring Gap: Managing the 'Gap' may include proactive customer relations,

empowerment of local staff to take extraordinary action or fall back operational

arrangements. But if the 'Gap' isn't monitored or measured it can't be managed.

Mystery Shopping helps us to measure such gaps and make prepare for

contingencies’ with proper planning.

Customer service quality is intangible - and therefore tends to be difficult to measure. Thereare of course many well-known traps. Complaint and compliment rates can lead to a false

sense of security, if nine out of ten dissatisfied customers don't complain. Delivery targets

are important, but the quality of the experience (food, stay, value-added service, and

ambience) may be even more important. Admiration from customers for your new waiting

room is of little benefit if at your competitors' establishment they are never kept waiting.

FEASIBILITY STUDY:

There are always decisions to be made, possible roads to go down and improvements to be

considered. But what’s the best course to take? A feasibility study gives you the hard data,

research and insights you need to make an informed decision for your business. Know the



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right decision to make for your business before you commit your time and money into aproject.

Minimize Risk. Maximize Profit. We bring our in-depth knowledge of the hospitality

industry to the feasibility studies we conduct on behalf of our clients. Importance of

feasibility study is as follows:

➢ Marketability Study

➢ Who are your Competitors

➢ Define Spatial Monopoly

➢ Risk Analysis and Mitigation

BUSINESS PERFORMANCE MANAGEMENT:

The process of business performance management (BPM) focuses on three activities. These

activities include the selection of business goals, consolidating measurable information

relevant to those goals, and the participation of management to assist in improving future

performance. This process involves the gathering of large amounts of data. Commonly most

organizations have difficulties taking the collected data and transforming it into useful

information. Also many companies are trying to gather information from different sectors of

their organization such as finance, inventory, forecasting, and human resources eliminating

the need to use spreadsheet analysis. For reasons such as inaccurate data due to the inability

to acquire timely information, decision makers are unable to correctly identify appropriate

strategic actions.

The plans and execution done for Branding, Promotion and Marketing have to be

consistently monitored for its performance and result generation. This is an on-going activity

that will be done by us to review at set periods.

The tool to support BPM is Management Information System (MIS).

➢ Management Information System: The plans, forecasting and execution of plans is

based on the information that we get from various sources hence the role of

information is as an essential tool for us in planning and decision making. Our MIS

Solution is a well-co-ordinated information system, a database that is to provide

management with needed information to plan and make decisions.

➢ It gives operational data for planning, scheduling and control.

➢ It helps in decision making and to correct an out of control situation.

➢ It helps middle management in short term planning, target setting and control the

business functions.



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➢ It helps top management in goal setting, planning business planes and itsimplementations.

➢ It helps in generating information, communicating of the generated information,

problem identification and helps in the process of decision making.

One of the fastest growing sectors of the economy of our time is the hospitality industry. The

hospitality industry alone is a multi-billion dollar and growing enterprise. It is exciting,

never boring and offers unlimited opportunities. The hospitality industry is diverse enough

for people to work in different areas of interest and still be employed within the hospitality

industry.

We shall keep following aspects in consideration:

➢ Buyers look for tangible evidence that will provide information and confidence about

the service

➢ Customers and employees must understand the service delivery system

➢ Services are produced and consumed at the same time hence we have to be very

proactive

Hospitality management involves the planning, organizing, directing and controlling of

human and material resources within the lodging, restaurant, travel and tourism,

institutional management, recreational management and meeting and convention planning

industries. All of these separate yet related segments of the hospitality industry areinterrelated to deliver kind and generous services to guests. Our plan will focus on all these

issues directly and indirectly to provide a holistic solution.

ONLINE MARKETING SERVICES:

➢ Web Design

Why: Designing an effective hotel website requires time to create pages that

are attractive, informative and visitor friendly. This requires knowledge of the

hotel industry in addition to technical knowledge and an understanding of

usability guidelines.

➢ Website Maintenance Why: Building and managing a website are two different tasks. Website

design gets a lot of attention, but upkeep is equally important. It’s important

to constantly update your sites with the latest information.

➢ Pay-Per-Click Advertising

Why: Sure, anyone can throw together a PPC campaign in a few hours, but it

requires a lot of research and testing over the long term to do this well. We

understand your business needs, and build a campaign around it to reach the

target audience.

➢ SEO Optimization



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Why: Effective SEO can include website re-design, optimization and astrategic linking plan that highlights effectual keywords to generate traffic.

➢ Content Creation or Copywriting

Why: We understand that the way information is conveyed is critical as the

presentation and content speaks about the personal style. Your content MUST

be:

Informational, engaging and persuasive

Punchy enough to keep people clicking through your site

Optimized for the right keywords, the right audience and the right

conversion funnels

Edited for grammar, spelling and Associated Press guidelines

➢ Twitter

Why: twitter can make you achieve excellent results – both in positive buzz

and in generating revenue. It helps in:

Keeping in touch with Industry Bloggers/Media Personality

Monitoring the Brand

Announce Special Deals & Sales

Live Updates on Events & Conferences

Promoting Blog Articles, Webinars, Interesting News Updates

➢ Online Reputation Management

Why: ORM is the analysis of a brand's reputation as represented by contentacross all types of online media channels. Basically, when people online write

stuff about a brand, it should know about it fast enough to be able to respond

– especially if it’s negative. ORM will enable:

ORM protects the brand

ORM allows the top management to make smart decisions

ORM gives a brand a lead over its competitors

ORM is one of the best customer retention tool a brand can deploy.

➢ Mobile Phone Promotions

Why: This is one of the hottest new distribution channels, and hiring

specialists in this area can help you gain a first-mover advantage. As Mobiletechnologies advance, the consumer experience has changed dramatically. As

technologies converge, the mobile phone now offers consumers the ability to

use it as their work station.



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OUR CLIENTS FROM HOSPITALITY INDUSTRY

➢ LE- MERIDIEN, NEW DELHI: Introduced the monthly event targeting the ladiesand Nero Bar. Ladies Whisky Club serves as a great platform where all the ladies who

are the members of Ladies Whisky Club to interact. This has helped in increasing the

footfall and promoting various internal properties. This has been a great PR tool

which enables creating following:

Customer Loyalty

Increased Footfall

Maintaining Customer Database

Networking

Media Coverage

➢ AYURVEDA BHAVAN AT RISHIKESH, RISHIKESH: Bizwizards.net focussed

on complete reinvention of the brand and its marketing strategy. We revamped the

website in consideration with SEO (Search Engine Optimization) and initiated Online

Marketing. The Marketing Strategy Plan was designed and implemented keeping in

view the Target Visitors (mostly foreigners inclined towards Indian Tradition and

Culture), their expectations from the place and the service being offered to the guests.

In the very first month we were able to generate 100 % occupancy and a very

enthusiastic response from the online guests on various social networking platforms.

The services provided by Bizwizards.net to Ayurveda Bhavan at Rishikesh:

Website Design & Development

Photo-shoot Online Marketing

Lead Generation

Public Relation Strategy

➢ SCORPIO CLUB, LUCKNOW: We as their Management Consultants are working

on over all Brand Recognition Strategy and promoting their Aeroclub & other

Sporting Activities being offered by the Club. The services that Bizwizards.net is

providing Scorpio Club are as following:

Website Design & Development

Online Marketing Monthly Event Calendar and Co-ordinating Events



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Promotional Events Strategic Tie-ups (Corporates, Schools & other Organizations)

Introducing Loyalty Programmes

Business Performance Management

Documents

BW - Hospitality Industry Marketing Plan - 10-2-2012