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(insert your hotel logo here)
Sales & Marketing Plan Enter Hotel Name Here
Year
Director of Sales: Name
General Manager: Name
Created:
Last Updated: Tuesday, May 09, 2023
This sample sales and marketing plan is provided as an example only. You are responsible for determining and implementing a sales and marketing plan that is appropriate for your
circumstances and that complies with all applicable laws.Sample Sales plan provide by HSMAI and Leadership Synergies, LLC.
Table of Contents
Mission Statement Strategic Planning Executive Summary How We Win in the future Marketplace Analysis Competitive Analysis by Segment Service Analysis Supply and Demand Trend Analysis Future Market Segmentation Analysis SWOT Analysis Key Issues & Opportunities Summary Key Strategies Capital Planning 2 - 5 Forecast 30
Enter Hotel Name Here ‘s Mission Statement:
Enter Hotel Name Here’s Property Overview:
2 of 22
Strategic Planning Executive Summary
(High level overview of the business)
How we will win in the future
(List your strategic advantages)
Marketplace Analysis
(Local trends)
Competitive Analysis by Segment
(Key competitors strengths and perceived weaknesses)
Service Analysis
(Key service opportunities)
Supply and Demand Trend Analysis
(List trends and sources)
Future Market Segmentation Analysis
(Vertical segments like SMERF)
SWOT Analysis (inside out viewpoint)
(Strengths, Weaknesses, Opportunities, Threats)
Key Issues & Opportunities Summary
(Issues that leadership should pay close attention to going forward)
Key Strategies
(How to achieve goals and objectives)
Capital Planning
(What needs to be considered for capital investment?)
3 of 22
Enter Hotel Name Here Competitive Analysis Worksheet
Information Your Hotel Hotel #1 Hotel #2 Hotel #3
Year Opened Most Recent Renovation Total # of Rooms Total # of Suites Curb Appeal/Exterior Look Rank for Location Rank for Service Rank for Value Rank for Facilities Rank for Loyalty Program Rank for Web Site AAA Diamond Rating Number of Meeting Rooms/sq. Ft. Free Breakfast Exercise Area Pool Hi-Speed Internet Shuttle Parking Fees Business Center Other
Comments:
5 of 22
Enter Hotel Name Here ’sMy Hotel S.W.O.T. Analysis
(Strengths, Weaknesses, Opportunities, Threats)
Strengths
Weaknesses
Opportunities
Threats
6 of 22
Enter Competitor #1 Here Competitor S.W.O.T. Analysis
Strengths
Weaknesses
Opportunities
Threats
7 of 22
Enter Competitor #2 Here Competitor S.W.O.T. Analysis
Strengths
Weaknesses
Opportunities
Threats
8 of 22
Enter Competitor #3 Here Competitor S.W.O.T. Analysis
Strengths
Weaknesses
Opportunities
Threats
9 of 22
Enter Your City or Metro Area Here Marketplace S.W.O.T. Analysis
Strengths
Weaknesses
Opportunities
Threats
10 of 22
Target Market by Segment
Segment’s Needs Enter Hotel Name Here ’s Offering to Segment
Positioning Statement:
Top 5 Accounts
Company Name Previous Year’s Volume
Notes
Top 5 Focus Accounts
Company NameHotel They
Are Currently
Using
Anticipated Volume
Notes
11 of 22
Sales & Marketing Objectives and Action Items
Objective 1:
Segment: Corporate
Action Item AnticipatedCost
Action Owner
ImplementationDate
Recap
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Target Market Segment #2
Segment’s Needs Enter Hotel Name Here ’s Offering to Segment
Positioning Statement:
Competitors:
13 of 22
Sales & Marketing Objectives and Action Items
Objective 2:
Segment:
Action Item AnticipatedCost
Action Owner
ImplementationDate
Recap
14 of 22
Target Market Segment #3
Segment’s Needs Enter Hotel Name Here ’s Offering to Segment
Positioning Statement:
Competitors:
15 of 22
Sales & Marketing Objectives and Action Items
Objective 3:
Segment:
Action Item AnticipatedCost
Action Owner
ImplementationDate
Recap
16 of 22
Target Market Segment #4
Segment’s Needs Enter Hotel Name Here ’s Offering to Segment
Positioning Statement:
Competitors:
17 of 22
Sales & Marketing Objectives and Action Items
Objective 4:
Segment:
Action Item AnticipatedCost
Action Owner
ImplementationDate
Recap
18 of 22
Target Market Segment #5
Segment’s Needs Enter Hotel Name Here ’s Offering to Segment
Positioning Statement:
Competitors:
19 of 22
Sales & Marketing Objectives and Action Items
Objective 5:
Segment:
Action Item AnticipatedCost
Action Owner
ImplementationDate
Recap
20 of 22
Enter Hotel Name Here’s Future Sales & Marketing Actions
Year Two Objectives
Year Three Objectives
Miscellaneous Notes for Future Sales & Marketing Plans:
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Enter Hotel Name Here’sSales & Marketing Budget
Quarter 1 Quarter 2 Quarter 3 Quarter 4Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Advertising
Radio
Magazine
Online
Newspaper
Direct Mail
Billboard
Sales
Collateral
Promotional Items
Travel & Entertainment
Tradeshows
Other
TOTAL
Budget Items Details:
22 of 22
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