Queenstown Park Boutique Hotel is a 5-star haven for accommodation during all seasons. The hotel is boutique, yet has a completely modern romantic style and is known for their exclusive service in the adventure capital of New Zealand. The hotel is a designer luxury accommodation that is set in the peaceful parklands and provides the guests with the option of savoring the majestic mountain views of Queenstown. There is easy access available towards the vibrant town center that nestles the shopping centers, nightlife and cafes, situated right on the shores of the beautiful Lake Wakatipu. The hotel contains 19 luxury suites and rooms. As a boutique hotel they have very recently found success by means of provision of unique cultural experience to the guests. As because they are a new entrant into the Australian market, the major competitors would comprise of both the standard hotels as well as the established boutique hotels in Melbourne like The Cullen and The Prince which are situated in the culturally popular areas like Prahran and St. Kilda. The hotel mainly targets cultural enthusiasts who visit Melbourne from other Australian cities. Limited rooms and median prices helps them in maintaining a degree of exclusivity (Queenstown Park Hotel 2017).
The operations of Queenstown Park Boutique Hotel presently do not comprise of huge amounts of advertising. Instead of that, the hotel group concentrates on building a very strong and visually appealing brand image that is generated with the help of word of mouth publicity and press. Similar to their dedicated efforts in building brand awareness and interests with the help of non-traditional methods and social media, the Australian counterpart would also place similar focus on incorporating traditional methods and social media for combating lower brand awareness (Queenstown Winter Festival 2017). To understand the marketing strategies and management tactics in place, the marketing mix analysis would help.
Product
Queenstown Park Boutique Hotel has intangible products that are mainly service based. They fall into the luxury segment, positioned into the industry at a point with the help of branding and sub branding from where they have no fear of becoming indiscernible. Queenstown Park Boutique Hotel offers services and products like guest rooms, banqueting, conference facilities and other recreational facilities. The sales and marketing department of the hotel helps the top management of the hotel in identifying the exact requirements and working along with them for developing these facilities and making improvements accordingly (Newzealand.com 2017).
Price
The average price of the hotel rooms is generally set based on the location. In case of Queenstown Park Boutique Hotel, Melbourne is a rich area, where keeping an average price of $200 would help them achieve their estimated revenue of $7000000 per year. In comparison with the other larger or chained hotels that are situated in the same area, the price of hotels like Queenstown Park Boutique Hotel is relatively inexpensive. The room rates of the hotel gets defined and decided according to the different seasons. During peak season the prices are higher, which falls during off season (Schamel 2012).
Place
Just like any other hotel, Queenstown Park Boutique Hotel also would not be travelling to customers, as it is always the other way around. The hotel would be located in a central position in Melbourne, providing the best amenities, clean and stylish rooms, and experienced staff. To reach out to the potential customers, Queenstown Park Boutique Hotel would be using both direct and indirect distribution methods. Queenstown Park Boutique Hotel uses direct methods like sales via hotel sales team, printed and other media advertisements, hotel website booking system and global distribution system. They use travel agents, event planners and independent hotel representatives (Molina-Azorín et al. 2015).
Promotion
For promotional activities the director of sales and marketing works out the most effective promotion and communication mix for the hotel. The promotional methods and communication channels that are used by Queenstown Park Boutique Hotel are brochures, hotel websites, social media sites, television commercials, stationeries and billboards. With the evolution of technology, the products and services of the hotel have started focusing more on bringing the products to the place at a competitive and reasonable price. Concentration on this aspect has become their point of difference, as the other elements have lost their significance in today’s global markets (Buhalis and Mamalakis 2015).
Queenstown Park Boutique Hotel would look for achieving brand loyalty with their targeted market with the help of both rational products and emotional experiences for their target market by means of their brand positioning. Queenstown Park Boutique Hotel’s brand personality would be created, basing it on the target market’s behavioral profiles in an attempt at resonating with their target audience at both a symbolic and emotional level.
Message strategy
Queenstown Park Boutique Hotel’s message strategy would be focusing on the satisfaction of requirements and wants of every segment inside their target market by means of communication of the brand positioning that is wide and has the capacity of satisfying all the four expected rewards from their target audience that includes “product, sensory, rational, social or ego satisfaction rewards” (Li, Wang and Yu 2015). This notion would be established with the help of their positioning statement, “For the culturally enthusiastic travelers, Queenstown Park Boutique Hotel is going to be the prime boutique hotel that would immerse their guests in a completely cultural experience. At Queenstown Park Boutique Hotel, our guests would he staying at the most unique rooms that are designed by local artists and are encircled by a social hub of culture and creative minds and could meet with similar minded local people and travelers equally with not even ever leaving the building.”
The major differentiated point that Queenstown Park Boutique Hotel would be communicating inside their brand positioning and campaign message is that it would be providing a unique and enjoyable customer experience which would be excellent for every Australians at the same time of being consumer-focused in their conduct of presenting superior value as the customers would be provided with the chance of controlling the amount of purchasing and spending via a visit and stay at the hotel.
Creative strategy
Queenstown Park Boutique Hotel would be making use of the subsequent types of images via the chosen mediums:
Print Media
The imagery that would be used in the advertisements would all be in details, with glossy pictures of the hotel rooms and of the lobby inside the hotel, displaying Park’s social hub status in action. An amalgamation of the whole page and the smaller ads would be positioned and printed in Sunday editions of some specifically chosen newspapers, besides news on different cultural events. Ads in the magazines would be full-page and even small in size, based on the surrounding editorial content and the time of the year.
Digital Media
The online advertisements would be basic standard banner ads that would be displaying the images of Queenstown Park Boutique Hotel, which would contain the rooms, the lobby and its surroundings, along with the cultural events that take place in Melbourne and are of interest for ten target market. Images might also flash inside one banner ad for including these multiple scenes (Barreda and Bilgihan 2013).
Social Media
Social media websites would be used for putting up different types of altered and vintage inspired pictures of the hotel and the surroundings it would be positioned in. Along with that, all photos of the events that take place, the product collaborations that happen, unrelated information, videos and photos that might only be of notice for the target market would also be put up. This marketing approach has a very important role to play in the cementing of the role of Queenstown Park Boutique Hotel as a form of brand that has the capacity of permeating the lives of the different guests beyond their hotel stay (Leung et al. 2013).
PR Efforts
In attempting to support and encourage worth of mouth publicity and making known and reinforcing Queenstown Park Boutique Hotel’s status as a form of a social hub, different PR efforts would take place, like sending out of press release at the time when the hotel would start operating, hosting different types of events like concerts and art openings, and inviting travel bloggers to visit and stay at the hotel at no cost. Press releases would be generating awareness among the people who have some amount of voice in media. Travel blogger invites would help in generating interest among loyal and new customers. Events would further help bolster the social hub status of the hotel and attract the locals (Radford 2012).
Brand Image
The following traits of Queenstown Park Boutique Hotel would be evoked with the help of the imagery discovered in the hotel’s advertising strategy:
To enter the Melbourne hotel market, Queenstown Park Boutique Hotel can take the help of regular advertising campaigns for reinforcing their brand values that includes luxury, warmth and efficiency. Queenstown Park Boutique Hotel can produce an unobtrusive bundle of short films attempting to intrigue a younger generation of travelers, and their undertakings can get paid off. They can get a Christmas campaign which would show up as a magnificent vivified coming timetable that would be released over 25 days provoking Christmas. Following the outing of a Christmas Star traveling to Earth, each 15-second episode would incorporate another objective, and solidify to outline a whole five-minute video that would be released on Christmas Day. While most self-ruling properties are without the kind of budget that spreads film production, the achievement of these campaigns may spur lodging heads to imagine fresh out of the box new thoughts concerning their own specific properties’ videos (Luck and Lancaster 2013).
While virtual reality may seem like a front line peculiarity, it’s been a fervently issue in the hospitality business starting late with Marriott trialing the technology and Hilton Hotels driving a 360-degree video campaign. Marriott made prepared with VRoom Service a novel in-room extravagance planned to empower and move guests. By methods for VR Postcards, hotel guests could experience the shops and the clamoring streets of Melbourne, perfect from their hotel room. Hilton’s compact beginning 360-degree video passes on inescapable guests to the chain’s Barbados property, making an immersive undertaking expected to move bookings (the video consolidates an end card that is composed with the chain’s booking system). While conveying 360-degree video is an expensive endeavor including specific cameras and production gatherings, virtual reality offers skilled potential for travel headway and is an example to look things being what they are to be more standard and sensible to self-governing properties (Schegg and Stangl 2017).
Conclusion
As another competitor into the Australian market, Queenstown Park Boutique Hotel will realize a decently expansive IMC system for a singular hotel of its size. Messages will hope to portray Park’s status as a boutique hotel arranged as a phase over the competition, offering to guests rooms uncommonly styled by adjacent specialists, a lot of close to nothing, careful touches, and the opportunity to be immersed in a dynamic social focus. Utilizing a mix of day by day paper and magazine sees close-by web publicizing and expansive social media use, Queenstown Park Boutique Hotel will get a level of agreeable vitality that empowers it to get reach, and repeat, of advancements for its summed up target market of socially excited specialists in Australian capital urban groups; social media and digital media advertisements will be utilized reliably, while print media notification will be used basically in the months going before broad social events in Melbourne, for instance, the Food and Wine, film, and diverse festivals.
References and Bibliography
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Bowie, D., Buttle, F., Brookes, M. and Mariussen, A., 2016. Hospitality marketing. Taylor & Francis.
Buhalis, D. and Mamalakis, E., 2015. Social media return on investment and performance evaluation in the hotel industry context. In Information and Communication Technologies in Tourism 2015 (pp. 241-253). Springer, Cham.
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Molina-Azorín, J.F., Tarí, J.J., Pereira-Moliner, J., López-Gamero, M.D. and Pertusa-Ortega, E.M., 2015. The effects of quality and environmental management on competitive advantage: A mixed methods study in the hotel industry. Tourism Management, 50, pp.41-54.
Newzealand.com. 2017. Queenstown Park Boutique Hotel | Accommodation in Queenstown, New Zealand. [online] Available at: https://www.newzealand.com/in/plan/business/queenstown-park-boutique-hotel/ [Accessed 4 Oct. 2017].
Queenstown Park Hotel. 2017. Luxury Queenstown Accommodation New Zealand – Queenstown Park Hotel. [online] Available at: https://www.queenstownpark.co.nz/ [Accessed 4 Oct. 2017].
Queenstown Winter Festival. 2017. Queenstown Park Boutique Hotel. [online] Available at: https://www.winterfestival.co.nz/explore/listing/queenstown-park-boutique-hotel [Accessed 4 Oct. 2017].
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