Professional Documents
Culture Documents
28 April 2006
Demographic
What are their characteristics
Gender, age, education, occupation, income etc.
Psychographic
Self-image and lifestyle
What do they value Allocentric v. Psychocentric
Behavioristic
For business, special occasion, loyalty
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To whom to offer?
Target Market
At what price?
What is the strategy for distribution?
Creating awareness
Through what channels?
Retaining Customers.
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Marriott Strategy
A change from focusing on Accounts to a focus on Industry Deciding on Intermediary Strategies Key Segments
Airlines, Associations, Entertainment, Government, Intermediary, Multi-cultural, SMERF, Sports, Business Travel, Catering
3 Key Strategies
Segment Analysis and Strategy Development Sales Support of Account Management Segment specific value added that drive incremental sales
Sales Support
Leveraging brand initiatives Supporting the market direct sales effort Account management in key industries Facilitate coordination of field efforts Company representation at industry and trade shows.
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Targeted Segments
Airlines
Business partners and revenue source -$185 billion industry
Business Travel
Refers to individuals that travel separate from associations. This market travel for a variety of reasons and lodging needs will change
Entertainment
Movies, theaters, production crews
Government
$20 billion a year segment with fixed stipends
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Targeted Segments
Intermediary
Secondary sources which sell your property
Sports
Most think of professional sport teams but a large and growing market is the weekend youth sport leagues
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be easy to navigate. have some level of interactivity. be linked to appropriate companion sites (demand generator). allow for online booking. balance guest privacy needs with hotels desire to build a customer base. update and revise room rates easily on the website. include a virtual tour of the property. complement other marketing efforts. be in language(s) of potential clients. have website address easy to remember.
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Evaluating Sales & Marketing Department: The Smith Travel Accommodations Report (STAR)
STAR working process and preparation
Hotel voluntarily submits financial data to Smith Smith maintains confidentiality of all individual hotel data Combine operating data submitted by selected competitors An individual hotels operating performance is compared to that of its competitive set (understanding the competitive set is key component of understanding STAR!)
Evaluating Sales & Marketing Department: The Smith Travel Accommodations Report (STAR) Occupancy, ADR, RevPar, market share, historical trends, todate performance, state or region
Assess performance of Sales & Marketing department as well as the entire property Know the strength of hotel and Sales and Marketing staffs sales results, in comparison with selected competitors.
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Goals