i stay with status
hotels | lodges | spas
- as individual as you are -
i stay with status
I am an individual I celebrate my uniqueness I want a hotel that is different I stay with status
status hotels
a suggested way forward
i stay with status
Overview Status Hotels is a hotel management, marketing and representation company with a regional footprint. The group needs a fresh approach to remain focused and to react to an increasingly competitive marketplace. The Group needs to develop a clear, fresh and interesting strategy to refresh its brand concept and to add value to its existing and new clients as well as its shareholders. This document provides a very brief overview of the potential contents of a Business Development Plan for Status Hotels.
The Status Brand The Status brand, with its wax seal, provides a trusted impression to customers. It simply needs some modernization with the addition of a tag line and a brand concept. The “I stay with Status” campaign is just an example of how the brand could appeal to a fresher, younger market, a market that is tired of stereotypical chain hotels, who want a hotel with individuality and character but who rely up a generic brand to provide a predefined minimum service standard. Our stategy would be to introduce “life” to the brand in the form of “real” people who “Stay with Status”, from all walks of life, to appeal to all walks of life. At all times, the Status brand should be the “seal of approval”. Many hotel groups such as Three Cities, AHA, Signature Life continue to focus on individual hotel brands and names which fail to achieve group loyalty in the eyes of the consumer. Hotel owners, too, join a group such as Status for the prestige and benefits that the brand association brings their establishment. Think of some of the most successful hotels in the world. The majority are clearly branded as part of a global chain. Our challenge is to promote our individuality while remaining true to the cohesive brand. This document will highlight some of our preliminary ideas on how to go about taking Status to the next level, to focus on its individuality while growing the hotel brand. Status Hotels. As individual as you are.
Status Hotels - Membership Options Status Hotels is able to offer two membership levels to potential clients: - Fully Managed Solution - Associate Solution Fully Managed Solution The Fully Managed Solution provides for the complete management of a hotel property by Status Hotels. The Hotel should be fully branded as a Status Hotel using the standard corporate branding guidelines (to be developed). Revenue is achieved through all or a combination of the following: - Monthly Management Fee - Turnover percentage - Gross ProďŹ t percentage Associate Solution The Associate Solution provides for a marketing service only. The hotel owner has two options: 1. 2.
Fully branded Status Hotel Associate branded Status Hotel classiďŹ cation.
A different fee structure applies to points (1) and (2) above. examples: Fully branded Status Hotel: Associate branded Status Hotel:
STATUS HOTEL JEFFREYS BAY JEFFREYS BAY HOTEL - a Status Hotel
All members of Status Hotels will be required to abide by the Status Hotels branding guidelines and requirements.
i stay with status
Status Hotels - Marketing Categories Status Hotels Members will be divided into the following classifications. Hotels may be included in more than one category: 1. 2. 3. 4. 5.
City Hotels Leisure Hotels Conference & Meetings Hotels Lodges Guest Houses & Bed and Breakfasts
Marketing Strategies will include: 1. 2. 3. 4. 5.
Status City Breaks Status Leisure Breaks Status Meetings Status Lodges Status Intimate
STATUS ROYAL LEGEND SAFARI LODGE - TIMBAVATI | SOUTH AFRICA -
CONCEPT LOGO
A comprehensive marketing plan and strategy will be developed for each Classification to ensure that all members receive sufficient marketing exposure, regardless of their location or membership classification. Each member must adhere to the brand and collateral guidelines as laid down in their agreement, this will include: 1. 2. 3. 4. 5.
Logo design Signage Stationery In Room Items such as Directory of Services etc Guest Amenities
STATUS ROYAL LEGEND SAFARI LODGE TIMBAVATI | SOUTH AFRICA
CONCEPT LOGO
Status Hotels - Two new ground-breaking brands As part of the Group’s growth and development strategy, two new brands will be introduced: STATUS SPAS STATUS INTIMATE - Guest Houses & Bed Breakfasts from Status Hotels
STATUS SPAS reawaken your mojo
STATUS intimate
the guest house collection from status hotels
The Status Spa brand will allow Status Hotels to assume control of Spa Operations within its own hotels thus providing a new revenue stream for the Group. In addition, Status Spas will be able to expand into Day Spas and operations within other hotels. The Status Intimate brand represents a new angle for a hotel group allowing smaller properties such as Guest Houses and Bed & Breakfasts to align with a large hotel brand. This will provide them with access to new markets and new affiliations with stringent application criteria to be applied. With the large number of Guest Houses & Bed and Breakfasts in South Africa, the Status Intimate concept could offer a significant new revenue stream to Status Hotels.
i stay with status
STATUS SPAS reawaken your mojo
Conclusion This document purely serves as a very brief “taster� of what can be achieved at Status Hotels. With a fresh approach, a new strategy and a well-researched business plan and marketing plan, Status Hotels can reach the level that its shareholders strive for. Prepared by: Neil Baines Marco Soares
i stay with status
neil@therockstarfactor.co.za marco@therockstarfactor.co.za
083 33 55 157 083 73 30 333