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Sales & Marketing Plan
Country Inn & Suites
Oklahoma City, Ok
2009
Director of Sales: Sherree L. Martinez
General Manager: Colette Wear
Created: May 29, 2009
Last Updated: Saturday, June 08, 2013
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Country Inn & Suites OKC Airport
Oklahoma City, Oklahoma
Mission Statement:
To generate and boost revenues for the hotel by servicing new& existing accounts to ensure repeat business.Maximize the occupancy and ADR of the hotel
while upholding excellent guest service andexceeding our guests expectations.
Maintain and eventually grow our market share.Provide a consistent level of quality customer service.
The Customer Really Matters!
Property Overview:
The Country Inn & Suites is located 3 miles north of the Will Rogers International Airport andfeatures 102 guest rooms. We offer a Complimentary Deluxe Hot Breakfast. We have a
beautiful indoor pool, hot tub and fitness center. All of our rooms and suites comewith complimentary high-speed internet, microwave, mini fridge, coffee maker, hair dryer,
Iron & Board and 32 LCD Television and work desk. Additionally, we have a meeting roomcapable of seating up to 50 people. We are also proud to offer the Read It & Return LendingLibrary. Plus, to really exceed our guests expectations we offer complimentary cookies,
coffee and tea 24 hours a day!
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Country Inn & Suites OKC AirportOklahoma City, Oklahoma
Competitive Analysis Worksheet
Information Your Hotel Hotel #1 Hotel #2 Hotel #3
Year Opened 2008 1991 1999 1998
Most Recent Renovation New 2007 2007 Sept. 2008
Total # of Rooms 102 134 99 84
Total # of Suites 34 8 10 24
Curb Appeal/Exterior Look B A C D
Rank for Location A C B D
Rank for Service A B C D
Rank for Value A B C D
Rank for Facilities A D B CRank for Loyalty Program D C B A
Rank for Web Site A D B C
AAA Diamond Rating 3 3 3 3
Number of Meeting Rooms/sq. Ft. 1-1200 sq. ft. 1 600 sq. ft. 2 - 800 sq. ft.+ 1 600 sq. ft.
Free Breakfast Full HotExpanded
ContinentalDeluxe Cont. Deluxe Cont.
Exercise Area Yes Yes Yes Yes
Pool Indoor Yes Yes Yes
Hi-Speed Internet Yes Yes Yes Yes
Shuttle Yes Yes Yes YesParking Fees No No No No
Business Center Yes Yes Yes Yes
Managers Reception 1 nt. /week Comments:
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CountryInn & Suites OKC AirportOklahoma City, OK
My Hotel S.W.O.T. Analysis(Strengths, Weaknesses, Opportunities, Threats)
Strengths Airport location
Close to newly designed River walk with boat ramp and boating todowntown/bricktown area.
Conveniently located near major highways. Six miles from downtown businessdistrict.
Complimentary hot breakfast
Managers reception Wednesday night
Welcoming dcor
Goldpoints plus
Perfect for business and leisure
Weaknesses Competition
No attached restaurant
No visibility from I-40
Opportunities Increase Corporate Market Share
Increase Government Market Share
Increase weekend business
Threats Three new hotels being built within 2 blocks within the year.
S.W. 15th
opened through MacArthur now more new hotel potential Several new hotels opened in Oklahoma City in current year and
Many more in pipeline.
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Hampton Inn OKC AirportOklahoma City, Oklahoma
Competitor S.W.O.T. Analysis
Strengths
Hilton honors points Cloud Nine beds
100% Hampton guarantee
Group bookings online
Complimentary expanded deluxe continental
Weaknesses
Older property
Opportunities Established
Repeat
Loyalty
Threats Changing Flags in 2010
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Wingate InnOklahoma City, Oklahoma
Competitor S.W.O.T. Analysis
Strengths Formal Holiday Inn next door, now a full service Wyndham Hotel.
Complete renovation to be done in next few months.
Weaknesses Older property
Opportunities Partnering with the Wyndham Hotel
Threats Less overflow
Less referrals
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Holiday Inn ExpressOklahoma City, Oklahoma
Competitor S.W.O.T. Analysis
Strengths Visable from I-40
Weaknesses Hidden back in industrial area.
Opportunities
Threats Established customer base
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OKLAHOMA CITY, OKLAHOMAMarketplace S.W.O.T. Analysis
Strengths Recession proof
Weaknesses Many new hotels more competition
Not enough city-wide bookings by the Convention & Visitors Bureau
Opportunities Larger city wide events in future due to progress of downtown hotels in future.
Threats Too many rooms being built in the city.
Major road construction on I-40
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Target MarketCorporate Segment
Segments Needs Country Inn & Suites Offering to Segment
Saturation of corporatemarket
Excellent property/location for Corporate travelers
Positioning Statement:
To increase our fair share of the corporate client base through consistentsolicitations while establishing trust and rapport with potential and repeat business.
Country Inn & Suites is a perfect hotel for your upcoming business trip to the area.With complimentary high speed internet access throughout the hotel, complimentaryairport transportation (only 3 miles from Airport) and excellent business center.
Top 5 Corporate Accounts
Company Name Previous YearsVolume
Notes
Burns & McDonnell New buildCameron International New buildJervis B. Webb New buildFAA New buildPollock Paper New build
Top 5 Wish List Corporate Accounts
Company NameHotel They
AreCurrently
Using
AnticipatedVolume
Notes
Boeing Various 150+United Technologies Various 100+Dell Various 75+Northrup Grumman Various 100+Lockheed Martin Various 100+
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Sales & Marketing Objectives and Action Items
Objective #1 To Increase Corporate Transient Room Nights and Local NegotiatedRates by 5% while maintaining a $ 2 ADR or higher over last year.
Segment: Corporate
Action Item AnticipatedCost
ActionOwner
ImplementationDate
Recap
Courtesy calls to top 10None DOS Continuously
Increase Local
Negotiated Accounts by10 this year
None DOS Monthly
Send out Thank Yousto all groups
$25.00 DOS Continuously
Calls made to topaccounts that providebusiness to theimmediate area.
None DOS Weekly
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Target MarketTraining Groups
Segments Needs Country Inn & Suites Offering to Segment
Sleeping rooms & meetingspace
Provide small training meetings to local Corporatecompanies
Catering Offer limited menus for catered meals
Close proximity to theiroffice
Surrounded by business in a 10 square mile area.
Positioning Statement:
Increase meeting room/smaller training groups with limited food & beverage.
Competitors that can meet these guests needs: All
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Sales & Marketing Objectives and Action Items
Objective 2: Training Groups Create an all inclusive meeting package to promotewith nearby Companies that have this particular need for smaller groups.
Segment: Training Groups
Action Item AnticipatedCost
ActionOwner
ImplementationDate
Recap
Create an all inclusivemeeting package topromote to nearbycompanies.
None DOS 6-15-2009
Utilize goldpoints plusfor planners as anadditional incentivebooking
$250 DOS Use throughoutthe year
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Target MarketTour Groups
Segments Needs Country Inn & Suites Offering to Segment
Complimentary cookies, tea & coffee 24 hours
Complimentary hot breakfast
Positioning Statement:
Country Inn & Suites is located near conveniently near all attractions,downtown/bricktown area, fairgrounds, stockyards, Remington Park and the OKCNational Memorial. Surrounded by various restaurants capable of handling groups.
Competitors that can meet these guests needs: All
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Sales & Marketing Objectives and Action Items
Objective 3: Tour Groups
Segment: Leisure
Action Item AnticipatedCost
ActionOwner
ImplementationDate
Recap
Develop Electronic flyerto e-mail all tours thatstop in Oklahoma City.
None DOS 7-01-09
Greeting bus uponarrival. Provide smallgifts from theConvention & Visitorsbureau.
None DOS Immediately
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Target MarketSegment #4
Segments Needs Enter Hotel Name Here s Offering to Segment
Positioning Statement:
Competitors that can meet these guests needs:
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Sales & Marketing Objectives and Action Items
Objective 4:
Segment:
Action Item AnticipatedCost
ActionOwner
ImplementationDate
Recap
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Target MarketSegment #5
Segments Needs Enter Hotel Name Here s Offering to Segment
Positioning Statement:
Competitors that can meet these guests needs:
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Sales & Marketing Objectives and Action Items
Objective 5:
Segment:
Action Item AnticipatedCost
ActionOwner
ImplementationDate
Recap
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Country Inn & Suites Future Sales & Marketing Actions
Year Two Objectives
Continue to work with local Oklahoma City CVB to capture overflow.
Saturate all markets in order to get our fair share Work with top accounts from the Hotelligence Report that give the highest
production for our area. Complete all RFPs for local companies that have inbound travel.
Continue to exceed all current and future guests expectations.
Year Three Objectives
Continue maximizing the occupancy & ADR.
Continue to exceed all current and future guests expectations.
Miscellaneous Notes for Future Sales & Marketing Plans:
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Country Inn & SuitesSales & Marketing Budget
Quarter 1 Quarter 2 Quarter 3 Quarter 4
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Advertising
Radio
Magazine
Online
Newspaper
Direct Mail
Billboard
Sales
Collateral
PromotionalItems
Travel &Entertainment
Tradeshows
Other
TOTAL
Budget Items Details:
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