This report presents the two examples of hotel marketing activities and summaries each marketing activity. It also demonstrates each of the marketing activities and strategies to identify the target audience and market. It also illustrates different marketing activities, which appeals and engages the audience. This research report also defines the key message given to the target audience that differentiates this hotel and also expresses their unique selling proposition.
Sales promotion of Azur Lodge, Queenstown, New Zealand
Azur Lodge hotel focuses on the high and low season. It also provides the majority of room in low with high season. In responses, the hotel may endorse the low-season rates to influence the guests to rooms that are empty. This hotel also focuses on low rates in low season in order to attract customers towards empty rooms. This hotel may recover the difference via other purchases and charges such as tours and concierge services, parking fees, room service meals, and in-room Internet fees. Along with this, none of these charges will be gathered in case there was no availability of bargain rate guests (Buhalis, and Mamalakis, 2015).
Azur Lodge hotel use popular movies, events, and other pop culture to endorse their rooms, particular amenities, and motivation for traveling in the initial place. For instance, Azur Lodge is located in Queenstown, New Zealand can promote regarding their services. This hotel integrates the idea of secret things for affectionate couples such as offering accessories like books, additional services, and some kind of wine. Along with this, Azur Lodge focuses on their room services and convince guests who are purchasing something as per their desire (Bowie, Buttle, Brookes, and Mariussen, 2016).
Azur Lodge hotel use coupons strategies for their customers in order to influence them. Coupons include a discount on some products or services. Furthermore, the expiration date is on coupon provided by Azur Lodge hotel where, it offers sufficient time for guests to purchase at their convenience. For illustration, Azur Lodge hotel provides family coupons and a couple coupons to influence their guests. Consumers cannot only get a single product but also, they can get a regular coupon discount for re-visiting (Olsen, Wagner, and Thack, 2016).
Azur Lodge hotel does not take any charge on booking as it could be attractive for guests. While, guests free from the added cost of booking, they have the convenience to book online. This could lead to attracting the customers towards Azur Lodge hotel. For example, all orders of $5000 or more might book free. As further benefits, Azur Lodge hotel can provide free breakfast and improves the safety among consumers in terms of room quality, and food and beverage services (Denizci Guillet, Kucukusta, and Liu, 2016).
Digital marketing for Azur Lodge hotel is becoming difficult. Hotel executives need not only to manage rooms, service guests, pricing, and availability, but also focuses on their guests who active on social media channels and digital communities. They can also expand their brand through online and also gives time to sustain their business (Erdem, and Jiang, 2016).
Digital marketing is not only a single time project, as it is new aspects that should be considered by the manager of Azur Lodge hotel. But, digital marketing does not essentially require learning different new techniques and hiring different new employees. Hotel managers can apply their current e-commerce and reservation staffs to generate campaigns. It can also provide rewards of increased marketing experience, more and better booking and follow up the incentives. Therefore, Azur Lodge hotel should identify a technique to minimize the setup expenses and facilitates maximum resilience while creating the campaigns (Bilgihan, and Bujisic, 2015).
Sofitel Queenstown Hotel and Spa provides a membership program that not involves any cost to join and provides a frequent reward to guest with extra upgrades, amenities and free nights. Loyalty is a significant sales technique for hotels, particularly big chains with location around Queenstown, New Zealand. Sofitel Queenstown Hotel and Spa manage marketing activities to build loyalty among its guests as, they are a prospect to try to find and use the same brand every time they travel. It can also offer rewards for revisiting in the hotel (Ramanathan, Ramanathan, and Zhang, 2016).
Sofitel Queenstown Hotel and Spa provides special rates for smartphone booking and online. Furthermore, online booking saves the time with efforts of an individual within an organization. Further, it provides customer services via phones and takes the advance booking. It also tends to influence the younger customers who use more technology and wants to stay in a hotel in the future. Sofitel Queenstown Hotel and Spa are making efforts to develop the long-term liaison with their clients along with; online discount is an essential way to influence the target customers (Kimes, 2016). Smartphones permit the Sofitel Queenstown Hotel and Spa to arrive at anywhere, anytime to a large number of customers. This marketing technique can lead to generating a high amount of future booking. The key limitation of online rate is that travelers already on the road cannot access them in the case; they do not have the feasible technology in tow (Roberts, and Shea, 2017).
Sofitel Queenstown Hotel and Spa can diversify the online marketing initiatives. The hotel has a threat as it depends on single channels that are already demanding higher commission as per the outcome. Hence, it is a key to diversify the channels. Manager of Sofitel Queenstown Hotel and Spa should focus on considering the signing up with tablethotels.com, jetsetter.com, and mrandmrssmith.com. An effective source of data for the advance trend in accommodation websites is signing up tnooz.com’s roundup as it is top travel websites in the market (Blal, and Sturman, 2014).
Target audience and the market for Azur Lodge hotel
Azur Lodge hotel can target the couples, family and revisiting guest for their sales promotion marketing activities. It can also target the market of Queenstown, New Zealand to promote their products and services through sales promotions. For digital marketing activities, Azur Lodge hotel can target the technology savvy and customers who highly active on the internet (Leung, Bai, and Erdem, 2017).
Sofitel Queenstown Hotel and Spa can target the loyal customers and frequent customers for Membership Rewards and can also target the customers who use smartphones for its sales promotion activities. For implementing digital marketing activities, it can target the internet savvy customers and business travelers who have no time for using offline channels. It can also target the market of Queenstown, New Zealand in order to influence the large number of customers (Zhao, Wang, Guo, and Law, 2015).
Sales Promotion:
Sales promotion is an essential component of Azur Lodge hotel and Sofitel Queenstown Hotel and Spa as, it appeals to and engages the audience in hotels. Sales promotion also develops the image of the hotel and gains the awareness among people about the hotel and also aids to arrive at more markets. Through coupons, Azur Lodge hotel can appeal the customers to revisit in its hotels for getting additional services. Along with this, Membership Rewards appeal the customers to become loyal customers of Sofitel Queenstown Hotel and Spa as; they can get regular benefits via membership (Carvell, Canina, and Sturman, 2016).
Digital marketing can influence the customers towards Azur Lodge hotel and Sofitel Queenstown Hotel and Spa. Through this channel, these hotels provide the positive message and revert on the customer’s comment to influence the potential customers and retain the existing customers. The digital marketing channels include a different medium for connecting with the guest such as Facebook, Twitter, and Snapchat. It may increase the frequency of customers to revisit in the hotel (Solnet, Boztug, and Dolnicar, 2016).
What are the key messages given to target audience that differential this hotel and express their USP
Positioning strategy and USP of Azur Lodge
Azur Lodge provides differentiate package as per the different venues hence, guest can receive and observes the added benefits from their hotel. For illustration, Azur Lodge aids the customers to book the tickets for some of the venues like the International Dance Festival and International Music Festival. It also provides special channels regarding check-in and check-out for group tourists to pull the attention of them. It also hires multi-lingual workforces at the front of the desk that is expected by group tourists from overseas. It creates its unique selling proposition in the hotel industry of Queenstown, New Zealand (Tanford, Shoemaker, and Dinca, 2016).
Hotels website:
Sofitel Queenstown Hotel and Spa has designed a unique website. This Hotel’s website is the first impression to influence the potential guests while they intend to select a hotel. Hence, a well-designed, established and organized websites help to endorse the hotel among those guests who are more likely to use services from this hotel. Thus, its well-designed website is the USP of Sofitel Queenstown Hotel and Spa in the hotel industry of Queenstown, New Zealand (Choi, Fowler, Goh, and Yuan, 2016).
Conclusion
From the above discussion, it can be concluded that two marketing activities are used by Azur Lodge and Sofitel Queenstown Hotel and Spa. These are sales promotions and digital marketing. It can be also summarized that Azur Lodge hotels consider Cross Promotion, Coupons and Free booking in their sales promotions strategy. It is also evaluated that Azur Lodge uses innovate with marketing campaigns in its digital marketing activities to influence the potential guests. It can be also concluded that Sofitel Queenstown Hotel and Spa incorporates Membership Rewards and Online Discounts in sales promotions activities. It can be also concluded that Diversify online distribution channels are key channels of digital marketing activities in Sofitel Queenstown Hotel and Spa. Both hotels target the online customers and couples for their marketing activities and also target the Queenstown, New Zealand market. It can be summarized that differentiate package is USP of Azur Lodge hotel while the well-designed website is USP of Sofitel Queenstown Hotel and Spa.
On the basis of the above conclusion, it can be recommended that Sofitel Queenstown Hotel and Spa is better than Azur Lodge. Since, it considers a range of sales promotion activities and also targets both online and offline customers for it. These sales promotion activities are Membership Rewards and Online Discounts. Furthermore, Sofitel Queenstown Hotel and Spa is better than Azur Lodge in terms of digital services as employees of Sofitel Queenstown Hotel and Spa more active on the internet to respond on their issues as compared to Azur Lodge hotel (Tanford, Shoemaker, and Dinca, 2016).
References
Bilgihan, A., & Bujisic, M. (2015). The effect of website features in online relationship marketing: A case of online hotel booking. Electronic Commerce Research and Applications, 14(4), 222-232.
Blal, I., & Sturman, M. C. (2014). The differential effects of the quality and quantity of online reviews on hotel room sales. Cornell Hospitality Quarterly, 55(4), 365-375.
Bowie, D., Buttle, F., Brookes, M., & Mariussen, A. (2016). Hospitality marketing. UK: Routledge.
Buhalis, D., & 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). USA: Springer, Cham.
Carvell, S. A., Canina, L., & Sturman, M. C. (2016). A comparison of the performance of brand-affiliated and unaffiliated hotel properties. Cornell Hospitality Quarterly, 57(2), 193-201.
Choi, E. K., Fowler, D., Goh, B., & Yuan, J. (2016). Social media marketing: applying the uses and gratifications theory in the hotel industry. Journal of Hospitality Marketing & Management, 25(7), 771-796.
Denizci Guillet, B., Kucukusta, D., & Liu, L. (2016). An examination of social media marketing in China: how do the top 133 hotel brands perform on the top four Chinese social media sites?. Journal of Travel & Tourism Marketing, 33(6), 783-805.
Erdem, M., & Jiang, L. (2016). An overview of hotel revenue management research and emerging key patterns in the third millennium. Journal of Hospitality and Tourism Technology, 7(3), 300-312.
Kimes, S. E. (2016). The evolution of hotel revenue management. Journal of Revenue and Pricing Management, 15(3-4), 247-251.
Leung, X. Y., Bai, B., & Erdem, M. (2017). Hotel social media marketing: a study on message strategy and its effectiveness. Journal of Hospitality and Tourism Technology, 8(2), 239-255.
Olsen, J., Wagner, P., & Thack, L. (2016). Wine marketing & sales: Success strategies for a saturated market. USA: Board and Bench Publishing.
Ramanathan, R., Ramanathan, U., & Zhang, Y. (2016). Linking operations, marketing and environmental capabilities and diversification to hotel performance: A data envelopment analysis approach. International Journal of Production Economics, 176, 111-122.
Roberts, C., & Shea, L. J. (2017). A theory of lodging: Exploring hotel guest behavior. Journal of Hospitality & Tourism Research, 41(4), 389-392.
Solnet, D., Boztug, Y., & Dolnicar, S. (2016). An untapped gold mine? Exploring the potential of market basket analysis to grow hotel revenue. International Journal of Hospitality Management, 56, 119-125.
Tanford, S., Shoemaker, S., & Dinca, A. (2016). Back to the future: progress and trends in hotel loyalty marketing. International Journal of Contemporary Hospitality Management, 28(9), 1937-1967.
Zhao, X., Wang, L., Guo, X., & Law, R. (2015). The influence of online reviews to online hotel booking intentions. International Journal of Contemporary Hospitality Management, 27(6), 1343-1364.
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