Hotel Marketing Plan Template

MARKETING PLAN

Table of ContentNo. Page

1. Hotel Mission Statement and Positioning Statement

2. Executive Summary

3. Competition Analysis / S.W.O.T. Analysis

4. Statistical Analysis: Available / Sold Rooms, Fair /

Actual Market Share, Average Rate, RevPAR,

Occupancy.

5. Geographic Origin of Guest and Guest Nationality

6. Room Segmentation Report

7. Key Calendar Year 2004

8. Market Segment Productivity:

Rooms (*based on five key room segments)

Restaurants / Bars (*based on four rest / bars)

9. Public Relations: Overview / Objectives / Strategies /

Action

10. Collateral: Printing Requirements / Costs

11. Advertising: Objectives / Strategies

12. Sales Trips / Trade Shows

13. Direct Marketing

14. Organization Chart

15. Marketing Budget

16. Advertising Brief

Page: © Drs. Agustinus Agus Purwanto, MM Website: www.balihospitalityservices.webs.com

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http://www.balihospitalityservices.webs.com/

MARKETING PLAN

1. HOTEL MISSION STATEMENT

OUR VISION"Creating Memories of Bali the island of Paradise"

Our Declaration

We are committed to creating memories of Bali as an island of paradise by being a fun, enthusiastic and high performance teams. We lead with a vision of excellence, integrity and support for one another, while sustaining an environment of pristine beauty and island of paradise.

OUR VALUES

Creativity: Where others see limits, we create opportunities. Excellence: We strive to be the best through consistent delivery of service and products. Support: We assist and partner with each other to succeed and build solid relationships to

reach our goals, dreams and aspirations. High Performance: We aspire to be a Championship Team. Integrity: Our actions are our words. Commitment: We promise to work together, be accountable and exercise service

excellence on a consistent basis. Pristine Beauty: Breathtaking beauty and natural surroundings set us apart. Island of Paradise: We create "Memories of Aloha" through our Hawaiian culture,

language and values.


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MARKETING PLAN

POSITIONING STATEMENT

Our Hotel, being the first independent hotel that managed by a senior hotelier will position itself as the leading hotel in Tuban area, by offering some quality service and value of money, at the same time focusing on the needs of both overseas tourist and local tourist based the markets.

For this to achieve, we will foster an environment in which all our employees can play a part through continued training in excellence, emphasis on teamwork, effective communication and innovation in all areas of the hotel operation.


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MARKETING PLAN

2. EXECUTIVE SUMMARYA. Situation Overview

A. Local situation

Our location is the North of Kuta just 5 minutes drive from International Airport Ngurah Rai and Our Hotel was located in front of Biggest and Famous Hotel, just walking to Shopping Center Kuta, Bowling Club, and Legendary Kuta Beach.

Just only one hotel under development in surrounding our hotel, this hotel maybe will operate some times within the year 2009. Other development is shopping mal that still under construction in the area not far from our hotel.

Kuta area is famous destination for Australian Tourist, but not only from Australia the other country i.e., Germany, Holland and domestic tourist now are starting to choose Kuta and Tuban area as their destinations.

Kuta Beach is good place for surfing; body sun bake; relaxation with some fun games. The traditional masseur will to offer you for relaxation massage and bridal your hairs, juts when you desire. Other than a legendary beaches in Tuban area there a lot of big shopping mal such as Matahari and Kuta Square Shopping Arcade also to sell a lot of cheaper souvenirs and things such as CD’s; Watches; Bags; and Tropical Fashion of Clothes.

B. Product and Services

The room types are:- Standard Room totally 25 rooms;- Superior Room totally 25 rooms;- Deluxe Room totally 75 rooms;- Suite Room totally 10 rooms.

The restaurant as follow:- Balinese Coffee Shop will be focused to sell Indonesian specialties or

local dishes and be decided as a place to the guest take a breakfast each morning from 06:30 am to 11:00 am;

- Tanah Lot Café Down Stair will be focused to sell combine western and local dishes and be decided open from 07:00 am to 12:00 pm;

- Tanah Lot Café Up Stair will be decided as bar and karaoke a place for the guest who will be enjoyed the drink and to sing or to watch a football and/or films.

- Hong Kong Restaurant be focused to sell Chinese Food, be decided to open from 10:00 am to 23:00 pm;

- Sunken Pool Side Bar will be served a lot several of drink be decided to open from 07:00 am to 22:00 pm.

C. Competition


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MARKETING PLAN

From the personal observation of hotels at Tuban area as follow:

General Competitor

Now the competitors was very dilate as an impact of pricing policy for five and four star hotel does not reflect to their class. Some five and four-star hotels are sold the room with very low price, so to analyze competitor as framer would be to consider also with hotel above Bali Rani Hotel category.

Hotel Competitor1

The Competitor1 is located in ____________ and closed by ___________ distance ______ km from our hotel.

The room available is 312 rooms and the rate as follow: PUBLISH INTERNET

- Superior Room (200) Single / Double US $ 000,00 US $ 00,00- Premier Room (27) Single / Double US $ 000,00 US $ 00,00- Pool View Room (3) Single / Double US $ 000,00 US $ 00,00- Family Garden View (27) Single / Double US $ 000,00 US $ 00,00- Family Pool View (17) Single / Double US $ 000,00 US $ 00,00- Executive Suite (12) Single / Double US $ 000,00 US $ 00,00- Extra Bed US $ 000,00 US $ 00,00

The above rates all was excluded 21% tax and service charge for Publish and net for Internet RatesCompulsory Christmas Eve Diner the price to be advisedCompulsory New Year Eve Dinner the price to be advisedHigh Season Surcharge US $ 00,00 per room per nightPeak Season Surcharge US $ 00,00 per rooms per night

Meeting Room capacity from 50 up to 300 persons


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MARKETING PLAN

Hotel Competitor2

The Competitor2 is located in ___________ and closed by _____________ distance ____km from our hotel.

The room available is 243 rooms and the rate as follow:- Standard Room Single / Double US $ 00,00 / US $ 00,00 (50%) - Superior Room Single / Double US $ 00,00 / US $ 00,00 (50%)- Deluxe Room Single / Double US $ 00,00 / US $ 00,00 (50%)

The above rates all was excluded 21% tax and service chargeNot Compulsory Christmas Eve DinerNot Compulsory New Year Eve DinnerHigh Season Surcharge US $ 00,00 per room per nightPeak Season Surcharge US $ 00,00 per rooms per night

No Meeting Room

Hotel Competitor3

The Competitor3 is located in _____________ and closed by ___________ distance ______ km from our hotel.

The room available is 137 rooms and the rate as follow:- Superior Room Single / Double US $ 00,00 / US $ 00,00 - Deluxe Room Single / Double US $ 00,00 / US $ 00,00- Deluxe Cottages Single / Double US $ 00,00 / US $ 00,00- Extra Bed US $ 00,00

The above rates all was included 21% tax and service chargeCompulsory Christmas Eve Diner US $ 00,00Compulsory New Year Eve Dinner US $ 00,00High Season Surcharge US $ 00,00 per room per nightPeak Season Surcharge US $ 00,00 per room per night

Meeting Room capacity from 50 up to 300 persons


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MARKETING PLAN

D. Marketing Strategies

1. Advertising

Overseas advertising budget will be used to support the Travel Agents Brochures and produce some flyer for hotel packages.

Local advertising budget will be used to support the Travel Agents Brochures and produce some flyer for hotel packages.

2. Sales

To identify and develop partnership alliance will major Tour Operator in Indonesia (Locally Bali, Surabaya, Bandung and Jakarta) and overseas.

To identify and evaluate on emerging market opportunities with Australia, Europe, Local and Asian Countries

To introduce “Conference Network” package to all corporate and commercial accounts overland and local, to catch the incentive market segment as well.

Bonus Scheme Program, will be given directly to major supporter i.e., Wholesalers in Australia and Europe.

To attend Overseas Sales Trip and Sales Blitz to Travel Agents and Tour Operator as per scheduled where prepared already as at the attachment.

3. Joint Marketing

To arrange with Credit Card Company (BCA Card Center, Dinners Card Center and American Card Center) to get into there monthly magazines for free

To continue with the Airline to feature our Hotel in the guide book to their Preferred Members Card Holder and also to feature in their in-flight magazine with special offer to some airlines passengers (i.e., Star Air; Lion Air, Bouraq Airlines; Merpati Airlines and Mandala Airlines), who show a boarding can pass within 48 hours will get a special rate.

E. Food & BeverageOUR HOTEL


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MARKETING PLAN

Food & BeverageCompetitor Analysis

Restaurant 1 Restaurant 2 Restaurant 3 Restaurant 4 Our Restaurant

Class of Restaurant A A B C A

Price Value of Money Value of Money Value of Money Moderate Value of Money

Number of seats

Menu & Drink List Western Food, Chinese Food; Local Food; Beer, Wine &

Soft Drink

Western Food, Chinese Food; Local Food; Beer, Wine &

Soft Drink


Soft Drink


Soft Drink


Soft Drink

Entertainment and Other Facilities

Special event only Live Music & Special Event

Live Music on Special Event

Live Music once week

None

Other Features Commission for guide and driver

Non Commissionable

Commission for guide and driver




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MARKETING PLAN

3. COMPETITION ANALYSIS/ S.W.O.T. ANALYSIS

OUR HOTELMarketing Plan

Competition Analysis

Competitor1 Competitor2 Competitor3 Our HotelStar 4 3 3 3Number of Rooms 312 Rooms 243 Rooms 137 104 Rooms1. Date Opened Major Renovation2. Type of Hotel

Month, Year____________________ _______________ _______________

Month, Year____________________ _______________ _______________

Month, Year____________________ _______________ _______________

Month, Year____________________ _______________ _______________

Rate in GeneralSpecial in Room Facilities

______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________

______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________

______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________

______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________

Swimming Pool & Other Sport Facilities

______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________

______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________

______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________

______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________

Parking Good Free

Good Free

Good Free

Good Free

City Center Transport None None None NoneOther Features ______________

______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________

______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________

______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________

______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________

Food & Beverage Nb of Restaurant Weekender Room Service Nb of M.R Min. Nb of Prs. Max. Nb of Prs. Banqueting Fac.

_____________________________________________________________________________________________________________________________________

_____________________________________________________________________________________________________________________________________

_____________________________________________________________________________________________________________________________________

_____________________________________________________________________________________________________________________________________

Sales & MarketingHotel Package ____________________

_______________ _______________ _______________

____________________ _______________ _______________ _______________

____________________ _______________ _______________ _______________

____________________ _______________ _______________ _______________


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MARKETING PLAN

3. COMPETETION ANALYSIS / S.W.O.T. ANALYSIS

Hotel 1 Hotel 2 Hotel 3 Hotel 4 Our Hotel STRENGTHS ___________

_______________________________________________________

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________

WEAKNESSES __________________________________________________________________

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________

OPPORTUNITIES __________________________________________________________________

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________

THREATS __________________________________________________________________

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________

4. STATISTICAL ANALYSIS


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MARKETING PLAN

OUR HOTELMarketing Plan

Statistical Analysis

Hotel 1 Hotel 2 Hotel 3 Hotel 4 Our Hotel

LAST YEAR

Room AvailableRoom Sold% OccupancyActual Market ShareAverage Room RateRevPARMID YEAR ACTUAL

Room AvailableRoom Sold% OccupancyActual Market ShareAverage Room RateRevPAR


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MARKETING PLAN

5. GEOGRAPHIC ORIGIN OF GUEST AND GUEST NATIONALITY OUR HOTEL

Guest Profile Analysis

Geographic Origin of Guest and Guest NationalityCountry Last Year 2007 Forecast 2008 Budget 2009

Room Night % Room Night % Room Night %AustraliaNew Zealand & South PacificTOTAL AUSTRALIA/NEW ZEALAND

BruneiHong KongIndiaIndonesiaKoreaMalaysiaPakistanP.R. of ChinaPhilippinesSingaporeSri LankaTaiwanThailandOthersTOTAL ASIA

BahrainKuwaitUnited Arab EmiratesOthers & AfricaTOTAL MIDDLE EAST

AustriaBelgiumDenmarkFinlandFranceGermanyItalyNetherlandsNorwaySpainSwedenSwitzerlandUnited KingdomOthersTOTAL EUROPE

CanadaUnited States of AmericaTOTAL NORTH AMERICA

ArgentinaBrazilMexicoOthersTOTAL CENTRAL & SOUTH AMERICA

TOTAL AFRICATOTAL JAPANTOTAL PRODUCTION


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MARKETING PLAN

6. ROOM SEGMENT REPORT

Market Segments Definitions Market Category

Individual Business (IB)

Rack Rate

Corporate Rates

Commercial Rates

Unique Programs (Business)

Hotel Packages (Business)

Other

Group Business (GB)

Air Crew

Meetings/Incentives/Conventions ExhibitionsSport Events

Individual Leisure (IL)

Rack Rate

Unique Programs (Leisure)

Hotel Packages (Leisure)

Contracted Leisure Rates

Airline Related

Group Leisure (GL)

Series

Ad Hoc

Airline Delayed

Complimentary Rooms

Other


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MARKETING PLAN

7. KEY CALENDAR YEAR 2009

MONTH DATE EVENT % Occupancy Target Market


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MARKETING PLAN

8. MARKET SEGMENT PRODUCTIVITY

A. Corporate & Business

Objectives

Room nights % Change Avg. rate % Change

Revenue % Change

200720082009

Market Situation

Key Strategies


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MARKETING PLAN


A. Corporate & Business

Action ByWho When


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MARKETING PLAN


B. Leisure

Objectives:

Room nights % Change Avg. rate

% Change

Revenue % Change

200720082009

Market Situation:

Key Strategies:


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MARKETING PLAN


B. Leisure

Action ByWho When


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MARKETING PLAN


C. Hong Kong Restaurant:

Objectives:

# Of covers % Of change

Avg. food check

% Of change

Total food revenue

% Of change

200720082009

Market Situation:

Key Strategies:



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MARKETING PLAN

C. Hong Kong Restaurant:

Action ByWho When


D. Tanah Lot Café:


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MARKETING PLAN

Objectives:


Avg. food check

% Of change

Total food revenue

% Of change

200220032004

Market Situation:

Key Strategies:


D. Tanah Lot Café:


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MARKETING PLAN

Action ByWho When


E. Sunken Pool Bar:


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MARKETING PLAN

Objectives:


Avg. food check

% Of change

Total food revenue

% Of change

200720082009

Market Situation:

Key Strategies:


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MARKETING PLAN


E. Sunken Pool Bar:

Action ByWho When



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MARKETING PLAN

F. Room Service:

Objectives:


Avg. food check

% Of change

Total food revenue

% Of change

200720082009

Market Situation:

Key Strategies:


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MARKETING PLAN


F. Room Service:

Action ByWho When

8. MARKET SEGMENT PRODUCTIVITYPage: © Drs. Agustinus Agus Purwanto, MM Website: www.balihospitalityservices.webs.com

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MARKETING PLAN

G. Balinese Coffee Shop:

Objectives:


Avg. food check

% Of change

Total food revenue

% Of change

200720082009

Market Situation:

Key Strategies


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MARKETING PLAN


G. Balinese Coffee Shop:

Action ByWho When

9. PUBLIC RELATIONSPage: © Drs. Agustinus Agus Purwanto, MM Website: www.balihospitalityservices.webs.com

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MARKETING PLAN

Overview

Objectives

Strategies


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MARKETING PLAN

9. PUBLIC RELATIONS

Action

Action ByWho When


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MARKETING PLAN

10. COLLATERAL - PRINTING COSTS

ITEM PURPOSE TARGET MARKET DISTRIBUTION TOTAL QUANTITY

COST TARGET DATE

Page: © Drs. Agustinus Agus Purwanto, MM Website: www.balihospitalityservices.webs.com -31 -


MARKETING PLAN

11. ADVERTISING

Objectives

Strategies


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MARKETING PLAN


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MARKETING PLAN

12. SALES TRIPS / TRADE SHOWS

DATE COUNTRY SALES TRIP / TRADE SHOW

WHO IS ATTENDING

PURPOSE / TARGET MARKET BUSINESS POTENTIAL COST



MARKETING PLAN

13. DIRECT MARKETING

DATE TARGET MARKET OFFER DISTRIBUTION QUANTITY COST



MARKETING PLAN

14. Organization Chart

15. MARKETING BUDGET


Managing Director

Director of FinanceA. Managing Director Resident Manager

Sales Manager F.O Manager Housekeeper FB Manager Chief Eng. HRD Manager Chief Accountant

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MARKETING PLAN

DESCRIPTIONS Last Year 2007 Forecast 2008 Budget 2009Amount % Amount % Amount %

PAYROLL- Salaries & Wages- Other Benefits

TOTAL PAYROLL

OTHER EXPENSESUniforms LaundryUniformsPrinting & StationaryPainting & DecorationsPromotion MaterialsTelephone & FaxTransportationsData ProcessingPostage & TelegramAgents EntertainmentsMarketing FeesAdvertising & PromotionsBroadcasting & TelevisionsTraveling ExpensesCommission Travel AgentsMiscellaneous

TOTAL OTHER EXPENSESTOTAL MARKETING



MARKETING PLAN

16. 2009 Advertising Briefing Form

1. Primary Marketing Objective(s)

I) ____________________________________________________________________________________________________________

II) ____________________________________________________________________________________________________________

III) ____________________________________________________________________________________________________________

2. What Are Your Key Selling Points?

I) _____________________________________________________________________________________________________________

II) _____________________________________________________________________________________________________________

III) _____________________________________________________________________________________________________________

IV) _____________________________________________________________________________________________________________

V) _____________________________________________________________________________________________________________

VI) _____________________________________________________________________________________________________________

VII) _____________________________________________________________________________________________________________



MARKETING PLAN

3A. Please Provide A Breakdown Of Where Your Business Comes From

Country 2008 2009

Primary BusinessTraveler %

Ave. LengthOf Stay

Leisure % Ave. LengthOf Stay

BusinessTraveler%

Ave. LengthOf Stay

Leisure % Ave. LengthOf Stay

I)___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________II)___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________III)___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________Secondary

I)___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________II)___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________III)___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________



MARKETING PLAN

____________________________________________________________________________________________________________________

____________________________________________________________________________________________________________________

____________________________________________________________________________________________________________________

Cont'd

3B. Please Provide A Breakdown Of Where Your Business Comes From

Airline Crew

2008 2009

Airline No. Of Rooms Airline No. Of Rooms

I) I)II) II)III) III)IV) IV)V) V)VI) VI)

4. Percentage of Repeat Guests __________ %

5. Lead Times For Corporate Bookings ______ Days; Leisure Bookings ______ Days.

6. How Are Bookings Made At Your Hotel?



MARKETING PLAN

I) Internet _________ % II) Airlines (GDS) _________ % III) Travel Agents _________ %IV) Corporate _________ % Local _________ % International _________ %V) Wholesalers / Inbound Operators _________ % VI) Other _________ %



MARKETING PLAN

7. Seasonality Of Your Business

Month/Year Occupancy Special Reasons Forecasted Occupancy 2008January ‘09 % %February ‘09 % %March ‘09 % %April ‘09 % %May ‘09 % %June ‘09 % %July ‘09 % %August ‘09 % %September ‘09 % %October ‘09 % %November ‘09 % %December ‘09 % %Year End* % %

(*Based on 8 months actual / 4 months forecast)

Comments On When You Feel You Ought To Advertise And Why

____________________________________________________________________________________________________________________

____________________________________________________________________________________________________________________

____________________________________________________________________________________________________________________



MARKETING PLAN

8. What Type Of Advertising Will You Require This Year?

Image Ad Yes / No

Meeting / Conference Ad Yes / No

Seasonal Tactical Offer Yes / No Fall 09 _________, Winter 09 _________,

Spring 09 _________, Summer 09 _________.

Executive Club Floor Ad Yes / No

Other ____________________________________________________________________________________________________________

__________________________________________________________________________________________________________________



MARKETING PLAN

9. Will You Want To Change Your Current Creative For Any Of The Above, And / Or Do You Need To Develop New Advertising?

If Yes, Please Explain:

____________________________________________________________________________________________________________________

____________________________________________________________________________________________________________________

____________________________________________________________________________________________________________________

____________________________________________________________________________________________________________________

10. Key Messages

To Business Travelers

_____________________________________________________

_____________________________________________________

_____________________________________________________

_____________________________________________________

_____________________________________________________

To Leisure Market

__________________________________________________________

__________________________________________________________

__________________________________________________________

__________________________________________________________

__________________________________________________________



MARKETING PLAN

11. What Is The Advertising Budget* For Fiscal 2009?

Image US$__________________________

Tactical US$__________________________

Total Budget US$__________________________



Documents

Hotel Marketing Plan Template