Tourism And Hotel Management For Realistic Budget Of Evaluation

Overview of the selected hospitality enterprise “Gold Coast”

Describe about the Tourism and Hotel Management for Realistic Budget of Evaluation.

The present report for the hospitality enterprise “Gold Coast B n B” addressed to the management team helps in gaining an overview of the enterprise and the importance of the promotional campaign for the business. In addition to this, the present study also helps in determination of the strategy for designing the promotional campaign after establishment of the target market. In addition to this, the present report also elucidates in detail the communication objectives of the promotional campaign based on the situation of the company in a particular phase of the business cycle. Furthermore, the study also expounds illustratively different channels of communication that the management of the company can use for ensuring effectiveness of the promotional campaign. Thereafter, the present report presents different performance KPIs that the management of the company can use for evaluation of the performance of the promotional campaign and provides a realistic budget for the same.

Primary features

Gold Coast B N B is situated close to a variety of theme parks and this bed and breakfast is only the 10-minute drive freogm the Warner Bros and many other significant places that include the Movie World, Dream World and “Wet n Wild”. Gold Coast B n B also offers huge outdoor pool, tennis court as well as table tennis court. Again, the guests of the hotel can enjoy different complimentary breakfast and make use of the WiFi connection provided to the customers. In addition to this, the operators of the hotel “Gold coast B n B” also provide air-conditioned rooms with toaster, kettle, refrigerator as well as microwave in each room. Furthermore, the rooms are well furnished with the flat TVs [h, private washroom with hair dryers.

Size

The size of the hotel industry in Australia in which “Gold Coast B n B” refers to the number of players operating in that particular industry. The extrapolation of important results on hotel industry in Australia reveals that approximately 6807 hotels in Australia generates an overall employment of roughly 188000 people (Australian Hotels Association. 2016). Detailed estimation of the hotel industry discloses the fact that the annual expenditure of the hotel industry on security is almost equal to $515.6 million (Edb.gov.hk. 2016). However, there is no definitive figure associated to the number of hotels. The total annual revenue of the hotel industry in Australia is approximately $11.1 billion as recorded during the period (Australian Hotels Association. 2016). The luxury hotel business can become a noteworthy section of the hospitality industry that is currently undergoing expeditious expansions (Deloitteaccesseconomics.com.au. 2016).

Determination of a suitable promotion campaign strategy for the “Gold Coast”

Turnover

The turnover of hotels refers to the act or else the outcome of turning over and lead to change and movement of people (Chernev 2012). The turnover refers to the aggregate of replacements of workers in a particular period in the hotel industry. The hotel turnover therefore directs towards the need for exploration of different antecedents of the thoughts of leaving the job (Clow and Baack  2012). The management of the hotel operators can assume important steps in controlling the flow of the customers as well as the turnover rate of the restaurant.  In addition to this, the management of the company can devise strategies in order to develop the human resource of the service-based organization “Gold Coast B n B”. The strategies can in turn can elevate the morale of the members of the staff, provide working environment and a thereby reduce the turnover of the members of the staff of the corporation “Gold Coast B n B”.

Visitation Numbers

As recorded in the year 2014, there was a strong rise in the international tourism assisted by the faster than anticipated decline in the estimated depreciation of the Australian Dollar. In all, the overall arrival of the international guests grew by approximately 8% (Deloitteaccesseconomics.com.au. 2016). The increase in the arrival of international guests in Australia also increases the demand of the hotels in Australia. The growth in arrival from China sustained the double-digit place that led to the increase in the spending activity by roughly 10.5%. The domestic travel trips increased by more than 5% and the visitor nights grew by more than 6.7% (Deloitteaccesseconomics.com.au. 2016). However, the main drivers of the growth of the hotel “Gold Coast B n B” are the corporate visits as well as visits of friends as well as relatives.

The management iof the hotel “Gold Coast B n B” can consider suitable strategy for carrying out promotion campaigns. The management of the hotel can devise different promotional strategies that include the mass market pro motion, use of specialized agencies, discounts and the partnering up. The marketing managers of the companies such as “Gold Coast B n B” can help in determination of the promotion mix, establishment of the budget, allocation of resources, coordination of campaign and supervision of resources and measurement of the results (Hutt and Speh  2013). The management of the company can develop a promotional mix for each section of the distribution outlet. In order to promote the products and services of the corporation, the hotel operators might want to use an appropriate mix of the personal selling, advertising and buying discounts. This strategy is known as the push strategy (Hutt and Speh 2014). Again, the hotel operators might use a different promotional mix that incorporates the strategies of local as well as nationwide advertising, displays in stores, sales promotion in addition to public relations to access the targeted consumers (Clow and Baack  2012). This is known as the pull policy that can generate the interests as well as demands of the customers (Inkson  and Minnaert 2012). 

In the present case, the marketing managers of the hotel operator “Gold Coast B n B” can adopt the pull policy and concentrate on the element of the sales promotion of the promotional mix (Keegan 2012). The sales promotion is primarily directed at the customers, employees or else different members of the channels. The sales promotion element of the promotional mix is mainly targeted at the customers such as the consumer sales promotions. The hotel operators an use different devices of the sales promotion that includes the price or else the quantity discount coupons, sample , diverse premiums, attractive displays at different point of purchase in addition to contests as well as rebates among many others (Kotler and Keller 2012).

Mass Market Promotion:

The administration of the hotel “Gold Coast B n B” can take into consideration the mass-market promotion in which the extensive online travel sellers have the access as well as the marketing power to provide big numbers when it comes to total number of rooms sold.  The mass marketing can also be related to the element of the public relation (Lib.dr.iastate.edu. 2016). However, that almost all the travellers are aware about various names that have dedicated websites sustained by different advertising campaigns in markets worldwide. The mass-market promotion also takes into consideration both the large chains as well as independent properties that can sell hotel rooms at discounts via online (Mattson 2012). The mass market promotion can provide invaluable exposure and be well beyond the means of small hotels owners to accomplish targets independently (Yanez 2012).

Specialized Agencies:

The management of the hotel “Gold Coast B n B” can make use of travel agencies that can be used as a mechanism for sale. The specialized agencies can act as a promotional campaign strategy that can act as a targeted effort than the nationwide mass sellers (OrdoÃŒÂñez de Pablos et al. 2012). The management of the hotel “Gold Coast B n B“ can formulate strategies for the purpose of development of different ways to successfully compete with other huge competitors in the market.

Discounts:

The process of discounting can also be considered an important promotional campaign strategy that the management of the hotel “Gold Coast B n B” can take into consideration. As such, the potential guests of the hotel are essentially provided with certain promised rates that are mainly lower than the normal for different rooms booked under different stipulations (Page  2012). The operators of the hotel might offer discounts that in turn can be linked to the elements of the sales promotion of the promotion mix of the corporation.

Partnering

The operators of the hotel can also enter into partnership with other firms. The promotional policies can integrate the needs of more than one business that are often cheaper to put together than diverse efforts of solo marketing (Paliwoda et al. 2013).

Other sales promotion strategies include the “price deal” that refers to the process of luring more guests to the hotel by reduction of the price (Peter and Donnelly 2013). In addition to this, the marketing management of the company can take into consideration different loyal reward program where the target consumers can collect different points as well as credits for purchases for rewards. This strategy can be linked to the policy of public relation (Rosengren et al.  2013).

 The marketing department of the hotel “Gold Coast B n B” can establish the target market for promotional campaign of the corporation. The marketing managers of the company need to understand the services of the corporation and understand the way it resolves different problem. The marketing department of the company can also draw pictures of the target consumers. Again, the marketers also need to understand the people who can gain from different value in the offer (Song 2012). In addition to this, the marketers also need to take into consideration the gain of the target consumers from the value provided by the company. Furthermore, the marketing managers of the hotel “Gold Coast B n B” also need to think about the market and start the segmentation of the market in accordance with the specific categories of the people (age, gender, income class, profession, attitudes, behaviours and preferences). Again, the target market can also take into account different geographical locations as well as tight market sectors. The marketing management can also take into account different internal factors of the corporation (Teq.queensland.com. 2016).

The marketing management of the company can segmentify the market in different echelons in order to ensure effective use of the resources, creation of value for the target market and for proper positioning.

The marketing managers of the hotel can take into account both mass marketing and segment marketing. The mass marketing can help the hotel operators to cater the same product to different consumers. Again, the use of segment marketing can help in marketing different products to different sections. The marketing team of the hotel might take into account geographic segmentation and develop the campaign accordingly (Chernev 2012). The promotional campaign needs to attract guests from different geographic segments that include international guests, national tourists as well as regional guests to the hotel.

Again, marketing managers can divide the markets into different demographic segments. The criterion for demographic segmentation include the age, gender, size of the family, income, occupation, level of education, race, nationality and religion among many others. The hotel operators of “Gold Coast B n B” can also divide the market according to different features of the psychographics that takes into consideration the social class, lifestyle as well as personality of the segment.  Furthermore, the management of the hotel can also categorise the market according to different behavioural factors. The different variables of behavioural segmentation include the occasions, benefits, status of the user, rate of usage, loyalty status, and stage of readiness and the attitude of the consumers towards the products and services of the organization (Chernev 2012).

 The analysis of the Australian market for tourism reveals the fact that the tourism business has become encouraging since the time of the pre global financial crisis and the pipeline of the hotel supply has remained broadly stable. The positive demand can push the performance of the hotels. The trips of the visitors in the domestic tourism increased 5% (Deloitteaccesseconomics.com.au. 2016). The main drivers of the growth are the corporate travels in addition to visits to relatives. Therefore, the management of “Gold coast B N B” can also select the target market of both the leisure and the business travellers. In addition to this, the analysis of the international tourism reveals the fact that there is a strong growth in international tourism assisted by the fast depreciation of the Australian dollar. As a result, the arrivals of the international visitors also increased by more than 8.2% during the end of the year 2014 (Edb.gov.hk. 2016). Therefore, the marketing management of the Gold Coast B n B can also target the international guests and develop a suitable marketing campaign that can attract the international travellers as well. Again, as per reports, the spending activity in the most valuable tourism market of Australia also grew by more than 15.2% (Deloitteaccesseconomics.com.au. 2016). Therefore, the selection of the international tourists can be regarded as a right decision of the hotel operators of the “Gold Coast B n B”. Reports also disclose the fact that the arrivals of tourists from China have sustained the double digit figure. In addition to this, there is growth in the arrivals of tourists from Malaysia, Singapore, Hong Kong and many other places of the Asia (Teq.queensland.com. 2016). The promotional campaign that selects both the national and international travellers can be said to be justified. The hotel sector has seen a robust growth in Australia during the year 2014 and the occupancies and the average daily rates has grown by more than 2.2% (Teq.queensland.com. 2016). The marketer can therefore target. Therefore, the segmentation of the market of “Gold Coast B n B” into three different segments: (leisure travellers, business travellers and at the same time premium travellers) is justified. However, the reports on the tourism market of Australia can also support the decision to target the upper and the mid segment class of tourists, honeymooners both national and international, corporate personnel as well as families (Page 2012). The company can position appropriately by adoption of the differentiated strategy of marketing that requires different mixes of marketing for diverse segments.

The communication objective of the promotional campaign it mainly to accomplish specific communication as well as sales objective. The promotional formats for communication include advertising, social media, personal selling as well as visual merchandising (Peter and Donnelly 2013).

The communication objective of the hotel operators is to attain growth by ensuring brand recognition Paliwoda et al. 2013). The communication is for ensuring recognition of the brand that can help in understanding as well as connecting with the brand image that is critical for long term loyalty of the customers as well as profits.

In addition to this, the communication objective of promotional campaign is also to generate of purchase intent among consumer Paliwoda et al. 2013).   The communication objectives in the promotional campaign include stimulation of trial use, convincing tourists to switch from other players in the market and to encourage existing tourists to purchase greater quantities.

Again, the promotional campaign also has the communication objective of attainment of the growth in the sales. Gold Coast B n B that intends to attain growth by using promotional campaign that can build the base of the customers and collect greater revenue to cover up the costs of the business operations (Paliwoda et al. 2013).      

 The perceptual mapping shows the competitive position of the hotel “Gold Coast B n B” among different competing players in the Gold Coast (Peter and Donnelly 2013). The diagram above shows that the Gold Coast B n B offers high quality services at comparatively lower price in comparison to other players in the market.

 As per the goals of the communication of the promotional campaign that includes brand awareness, generation of leads and sales, the channels for communication can be selected by the management of the hotel. The marketing channels that are also known as the media can act as the delivery vehicle for the intended message (Mattson 2012). The marketing management of the organization can select traditional media that includes the publications such as newspapers, journals as well as magazines, radio and tv, billboards, postal services, telephones as the channels for promotional campaign. In addition to this, the management of the Gold coast hotel can also use new channels of media that comprises of websites and blogs, social media, emails, digital apps in mobile among many others (Mattson  2012).  

 The marketing management division of the hotel “Gold Coast B n B” can build the KPI system for the purpose of evaluation of the performance of the job of different individual sections of the organization, objectives of the organization along with the overall performance management system of the hotel with special orientation to the promotional campaign. The KPIs need align with the strategy of the organization and need to provide answers to the important questions and thereby need to provide pertinent information regarding the efficacy of the operations of the business concern (Keegan 2012).

The marketing managers of the organization can implement different types of KPIs in order to manage the performance of the promotional campaign aimed at improvement of the business operations of the company “Gold Coast B n B”. As rightly put forward by Keegan (2012)the types of KPIs that can manage the performance of the promotional campaign of the organization include the Process KPI, I[nput KPI, Output KPI, Leading KPI, Lagging KPI, Outcome KPI, Outcome KPI, Qualitative KPI and Quantitative KPI. ne

Performance KPI (Categories)	Examples
Process KPI- Enumerates the efficiency of the processes involved in launching the campaign	Days to present and launch the promotional campaign
Input KPI-  measures the assets as well as resources required to generate the requisite business results from the promotional campaign (Keegan 2012)	Amount of dollars spent on the overall research and development, finances for training the employees of the hotel
Outcome KPI-enumerates the results that can reflect the success as well as failure of the corporation after the conduction of the promotional campaign from the perspective of generated benefits. This type of KPI helps in the quantification of the overall performance of the promotional campaign (Hutt  and Speh 2013)	Percentage of customer retained, awareness of the customers regarding the brand (Hutt  and Speh 2013)
Output KPI- enumerates the financial as well as non-financial measures of different business actions involved in the promotional campaign	Revenues earned, total number of new guests acquired by the hotel
Qualitative KPI- helps in evaluation of the descriptive characteristics from the opinions, features, properties as well as traits (Hutt  and Speh 2013)	Satisfaction of the consumers through extensive survey that can generate qualitative report      (Keegan 2012)
Quantitative KPI- The quantitative KPIs are essentially measurable features that can enumerated by counting, calculation of percentages, averages and ratios among many others	Quantitative data can be considered as the most measurable form of data and is the backbone of the key performance indicators

Conclusion

The present segment helps in analysing the condition of the tourism industry in Australia especially Gold Coast in order to formulate a successful promotional campaign for the hotel Gold Coast B n B. The present study discloses different facts and reports that can help in the carrying out the promotional campaign for the hotel. Reports reveal that the domestic day trip visitation increased 1%, international visitation increased 7% along with the increase in the average length of stay by 1%. This shows that there are further opportunities for growth in this business that directs the management of the company to frame a promotional campaign that in turn can help the business to attain growth. The above study provides an overview of the organization along with the important features of the industry. The current study thereafter helps in gaining deep understanding regarding the business of the corporation, the significance of the promotional campaign and the most appropriate campaign that can support the objectives of the business.

References

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