Hotel Sales & Marketing Plan

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    Jos Tomaz de Mello Breyner Page 1 -

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    Jos Tomaz de Mello Breyner Page 2 -

    TABLE OF CONTENTS

    INTRODUCTION

    1. Operating Environment1.1 Hotel Top 5 Nationalities graph1.2 Supply of Rooms

    2. Key Marketing Objectives2.1 Market Segments, Occupancy & Turnover

    3. Hotel Positioning3.1 SWOT Analysis3.2 Market Perception of Competitive Set

    4. Sales & Marketing Action Plans4.1 Strategic Focus by Market Segment

    4.2 Pricing4.2.1 Price comparison4.2.2 Hotel Rate Grid 2004

    4.3 Activity Plans: Advertising, Direct Marketing, PR, Sales andSponsorships

    4.4 Orges

    5. Distribution5.1 Allocation Analysis

    6. Budget

    7. Sales & Marketing Organization Chart

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    This section is not applicable anymore for the hotels. A country overview and demographics will be provided to every

    General Manager sales in order to complete the Country Sales & Marketing Plan

    1.1 Top Five Tourist arrivals by Country of Residence ORGES Hotel

    Country of OriginRoom

    Nights% Total RNs

    Room

    Nights% Total RNs

    var. %

    #####

    #####

    ##########

    #####

    2003 Actual + Estimate 2004

    Top 5 Hotel Guest Origin

    Room nights

    0

    0.2

    0.4

    0.6

    0.8

    1

    1.2

    2003 Actual + Estimate 2004

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    &!#&'!!###',,)#$!"#7&'##

    -,&',,)##$!"#!*8!#!$,##!$###',,)*

    2$$#1

    2003 2004

    Avl. Rms Avl. Rms

    Your Hotel Name

    Competitor 1

    Competitor 2

    Competitor 3

    Competitor 4Competitor 5

    New Hotel 1

    New Hotel 2

    New Hotel 3

    New Hotel 4

    TOTAL 0 0

    Opening

    Date

    (dd/mm/yy)

    Comments

    Input your comments in this box

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    ;*9*

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    #$ %

    $

    ? #!#

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    ;*!"#!#

    Market Perception of competitive Set - 2002Comments:

    Hotel Name Rms avail Rms Sold % Occ. ARR MPI ARI RGI

    Your Hotel #DIV/0! #DIV/0! #DIV/0! #DIV/0!

    Competitor 1 #DIV/0! #DIV/0! #DIV/0! #DIV/0!

    Competitor 2 #DIV/0! #DIV/0! #DIV/0! #DIV/0!

    Competitor 3 #DIV/0! #DIV/0! #DIV/0! #DIV/0!

    Competitor 4 #DIV/0! #DIV/0! #DIV/0! #DIV/0!

    Competitor 5 #DIV/0! #DIV/0! #DIV/0! #DIV/0!

    Market Average 0 0 #DIV/0! #DIV/0!

    2002 Actual

    0

    0.1

    0.2

    0.3

    0.4

    0.5

    0.6

    0.7

    0.8

    0.9

    1

    0.00 10.00 20.00 30.00 40.00 50.00 60.00 70.00 80.00 90.00 100.00

    Occupancy rate

    AverageRoomRate Your Hotel

    Competitor 1

    Competitor 2

    Competitor 3

    Competitor 4

    Competitor 5

    Market Average

    Input your comments in this box

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    Market Perception of competitive Set 2003

    Comments:

    Hotel Name Rms avail Rms Sold % Occ. ARR MPI ARI RGI

    Your Hotel #DIV/0! #DIV/0! #DIV/0! #DIV/0!

    Competitor 1 #DIV/0! #DIV/0! #DIV/0! #DIV/0!Competitor 2 #DIV/0! #DIV/0! #DIV/0! #DIV/0!

    Competitor 3 #DIV/0! #DIV/0! #DIV/0! #DIV/0!

    Competitor 4 #DIV/0! #DIV/0! #DIV/0! #DIV/0!

    Competitor 5 #DIV/0! #DIV/0! #DIV/0! #DIV/0!

    Market Average 0 0 #DIV/0! #DIV/0!

    2003 YTD + Forecast

    0

    0.1

    0.2

    0.3

    0.4

    0.5

    0.6

    0.7

    0.8

    0.9

    1

    0.00 20.00 40.00 60.00 80.00 100.00

    Occupancy rate

    AverageRoom

    Rate Your Hotel

    Competitor 1Competitor 2

    Competitor 3

    Competitor 4

    Competitor 5

    Market Average

    Input your comments in this box

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    Market Perception of competitive Set 2004

    Comments:

    Hotel Name Rms avail Rms Sold % Occ. ARR MPI ARI RGI

    Your Hotel #DIV/0! #DIV/0! #DIV/0! #DIV/0!

    Competitor 1 #DIV/0! #DIV/0! #DIV/0! #DIV/0!Competitor 2 #DIV/0! #DIV/0! #DIV/0! #DIV/0!

    Competitor 3 #DIV/0! #DIV/0! #DIV/0! #DIV/0!

    Competitor 4 #DIV/0! #DIV/0! #DIV/0! #DIV/0!

    Competitor 5 #DIV/0! #DIV/0! #DIV/0! #DIV/0!

    Market Average 0 0 #DIV/0! #DIV/0!

    2004

    0

    0.1

    0.2

    0.3

    0.4

    0.5

    0.6

    0.7

    0.8

    0.9

    1

    0.00 20.00 40.00 60.00 80.00 100.00

    Occupancy rate

    AverageRoomRate Your Hotel

    Competitor 1Competitor 2

    Competitor 3

    Competitor 4

    Competitor 5

    Market Average

    Input your comments in this box

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    !"#$!%&'()%&*''"

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    + Estimate2004 Budget

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    var.

    No. Rooms Rented #DIV/0!

    BUSINESS Average Rate #VALUE!

    INDIVIDUAL % of Total Rooms Rented #DIV/0!

    Net Revenue #DIV/0!

    /!,*0!*,1!)%&0!"2&,!)/&!0!3,-4

    8==D-&'!2!

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    2002 actual 2003 Budget2003 actual Aug

    + Estimate2004 Budget

    2003 - 2004

    var.

    No. Rooms Rented #DIV/0!

    BUSINESS Average Rate #VALUE!

    GROUP % of Total Rooms Rented #DIV/0!Net Revenue #DIV/0!

    #&%&*'556552&,!)/&!0!32&%/%/!7**2&'()%&*'"4

    2

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    2002 actual 2003 Budget2003 actual Aug

    + Estimate2004 Budget

    2003 - 2004

    var.

    No. Rooms Rented #DIV/0!

    BUSINESS Average Rate #VALUE!

    GROUP % of Total Rooms Rented #DIV/0!

    Net Revenue #DIV/0!#&%&*'556552&,!)/&!0!32&%/%/!7**2&'()%&*'"4

    =.C.=

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    2002 actual 2003 Budget2003 actual Aug

    + Estimate2004 Budget

    2003 - 2004

    var.

    No. Rooms Rented #DIV/0!

    LEISURE Average Rate #VALUE!

    INDIVIDUAL % of Total Rooms Rented #DIV/0!Net Revenue #DIV/0!

    #&%&*'556552&,!)/&!0!32&%/%/!7**2&'()%&*'"4

    ==

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    2002 actual 2003 Budget2003 actual Aug

    + Estimate2004 Budget

    2003 - 2004

    var.

    No. Rooms Rented #DIV/0!

    LEISURE Average Rate #VALUE!

    GROUP % of Total Rooms Rented #DIV/0!

    Net Revenue #DIV/0!#&%&*'556552&,!)/&!0!32&%/%/!7**2&'()%&*'"4

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    CLIENT ORIGIN

    % % Total %

    EUROPE AUSTRIA 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    BELGIUM/ LUX. 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    FRANCE 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    GERMANY 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    ITALY 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !NETHERLANDS 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    RUSSIA 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    SCANDINAVIA* 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    SPAIN 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    SWITZERLAND 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    U.K. 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    OTHER EUROPE 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    TOTAL EUROPE 0 0 0 0 ##### 0 0 0 #DIV/ 0 ! 0 #DIV/ 0 ! 0

    U.S.A 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    N. AMERICA CANADA 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    TOTAL N.AMERICA 0 0 0 0 ##### 0 0 0 #DIV/ 0 ! 0 #DIV/ 0 ! 0

    BRAZIL 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    S. AMERICA OTHER S. AMERICA 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    TOTAL S.AMERICA 0 0 0 0 ##### 0 0 0 #DIV/ 0 ! 0 #DIV/ 0 ! 0

    SOUTH AFRICA 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    AFRICA OTHER AFRICA 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    TOTAL AFRICA 0 0 0 0 ##### 0 0 0 #DIV/ 0 ! 0 #DIV/ 0 ! 0

    ASIA HONG-KONG 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    CHINA 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    INDIA 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    INDONESIA 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    JAPAN 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    KOREA 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    LAOS 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    MALAYSIA 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    MYANMAR 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    PHILIPPINES 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    SINGAPORE 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    TAIWAN 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    THAILAND 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    VIETNAM 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    OTHER ASIA 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    TOTAL ASIA 0 0 0 0 ##### 0 0 0 #DIV/ 0 ! 0 #DIV/ 0 ! 0

    OCEANIA AUSTRALIA 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    NEW ZEALAND 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    NEW CALEDONIA 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    OTHER OCEANIA 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !TOTAL OCEANIA 0 0 0 0 ##### 0 0 0 #DIV/ 0 ! 0 #DIV/ 0 ! 0

    MID DLE EAST SAUDI ARABIA 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    Duba/ U.A.E 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    OTHER MIDDLE EAST 0 ##### 0 #DIV/ 0 ! 0 #DIV/ 0 !

    TOTAL MIDDLE EAST 0 0 0 0 ##### 0 0 0 #DIV/ 0 ! 0 #DIV/ 0 ! 0

    ##### #DIV/ 0 !

    TOTAL 0 0 0 0 ##### 0 0 0 #DIV/ 0 ! 0 #DIV/ 0 ! 0

    % #DIV/ 0 ! #DIV/ 0 ! #DIV/ 0! #DIV/ 0 ! # DIV/ 0 !

    ORGES Budge t -20 04

    Business Leisure

    dividual Groups Crew S.TOTAL dividual Groups S.TOTAL

    Local

    Currency

    room Rvn.

    Input your comments in this box

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    > :#!$%##'!,!##

    )/-&'!"#-, -,!&$$#%-%##%

    2002 actual

    2003 actual

    Aug +

    Estimate

    2004 Budget 2003 - 2004

    var.

    #DIV/0!

    #DIV/0!

    #DIV/0!

    #DIV/0!

    - - - #DIV/0!

    #DIV/0!

    #DIV/0!

    #DIV/0!

    0 0 0 #DIV/0!

    - - - #DIV/0!Total Sales Ex enses

    Travel

    Other Expenses

    Sub Total Other Expenses

    Sub Total Payroll & related

    Accor Asia Sales Contribution

    Salaries & Wages

    Employees Benefits

    Service Charge Redistributed

    ?!"#$!%&'(#('&@%&*'/#%

    Input your comments in this box

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