4 Keys to Success Hotel Marketing Strategy
BIJAN CHITSAZ
ď‚— Creating your hotel marketing strategy doesn't have to
be a headache. Similar to other businesses, there are five primary areas you have to focus on, but make sure that you address the unique challenges and opportunities of your hotel. Those primary areas, as outlined below, are: Situation Analysis, Marketing Mix, Financials, and Controls.
Situation Analysis ď‚— In your situation analysis, you'll have to examine the
market needs, the market trends, your own hotel's mission, and your competition. Simply put this means: Who exactly are you catering to, and without fanfare, how do you intend to cater to their needs, above the capacity of any comparable establishments?
Marketing Mix ď‚— The next section of your hotel marketing strategy
highlights all of the mediums and techniques you intend to use in marketing your hotel and your budget for each. Do you plan to spend $8,000 on public relations, and $80,000 on advertising? How much will you allocate to your website development or internet marketing campaigns? This is the place to put those initiatives and their cost. Once you've reached this part of the planning stage, make sure that you've not forgotten the information you've laid out in the previous sections.
Financials ď‚— The financial section of your marketing strategy will
mirror many of the financials laid out in your general hotel business plan. This section should make sure to go into much greater detail about your total sales and marketing costs, however, and should discuss the relationship between your strategies/tactics and expenses.
Controls ď‚— Who is the person or people in charge of making sure
your marketing is a success? What are your contingency plans in case of unforeseen circumstances or new competition? This is the section to answer those and similar questions. Now that you've addressed some of the major questions, it is time for you to kick your marketing into high gear with a clear and well thought out marketing strategy.