53647851 Premier Travel Inn

8/21/2019 53647851 Premier Travel Inn

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Assignment 2 - Report Premier Inn 1

Thames Valley University

Faculty of Professional Studies

London School of Hospitality and Tourism

Sales and Marketing for THL (TH!!"!#$

The %ompany &eport ' Promotion Plan of Premier nn in U)


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%ontents Page

1 Executive Summary 04

1.1 Introduction 04

2 Overview of the Company 04

1 Current Market Situation 0!

".1 #ES$%E &na'yi 0!

".2 Competitor &na'yi 0(

4 )ey Opportunitie 10

4.1 &n &na'yi of the Company* Marketin+ Mix Strate+ie 10

4.2 S,O$

- #romotion #'an

! &ction #ro+ram

Conc'uion

/i'io+raphy

&ppendice

&ppendix 01 ori+in ack+round

&ppendix 02 i3e

&ppendix 0" +rowth

&ppendix 04 revenue

&ppendix 0- /uine trave'er firt choice

&ppendix 0! 'oa'i3ation 5 #remier Inn

&ppendix 0 Economic factor

&ppendix 0( ,or'd Cup impact

&ppendix 06 %eiure 7ait


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&ppendix 10 $echno'o+y for +uet urvey feedack

&ppendix 11- Environmenta' friend'y #remier Inn

&ppendix 12 /ud+et hote' competitor

&ppendix 1" $he idea of product mix

&ppendix 14 ood ni+ht uarantee propoition

&ppendix 1- $erm and condition

&ppendix 1! Exce''ent performance on 8evpar

&ppendix 1 9'exi'e pricin+ accordin+ to demand

&ppendix 1( 7i+her return due to 'ow contruction an operation cot

&ppendix 16 #remier Inn :8eceion &ction #'an*

&ppendix 20 Increaed weekend occupancy in comparion to competitor

&ppendix 21 $he propect for +rowth of ;) /ud+et Market

&ppendix 22 Internationa' expanion

&ppendix 2" #remier Inn room expanion

&ppendix 24 #romotion $erm and Condition

&ppendix 2- #romotion price

&ppendix 2! #romotion advertiin+

&ppendix 2 #romotion artwork

&ppendix 2( #romotion time p'an 5 /ud+et

&ppendix 26 9orecat 8evenue


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* #+ecutive Summary

Premier Inn trate+y i to ,hitread? 2010@

*,* ntroduction

$hi report wi'' ana'y3e an overview of the hote' #remier Inn with the purpoe of p'annin+ a promotion

for revenue enhancement. In order to effective'y deve'op a effective promotion? ome key factor of

#remier Inn wi'' e dicuedA company overviewB S,O$ ana'yiB #ES$%E ana'yiB Marketin+ MixBand Competitor ana'yi and fina''y the promotion p'an wi'' e deve'oped.

- .vervie/ of the %ompany

,ith near'y !00 hote'? #remier Inn i the ;)* 'ar+et hote' chain. $he #remier Inn rand i on'y ut a

'itt'e over a year o'd? yet it ha a'ready ecome the favourite ud+et hote' rand for uine trave''er.

#remier inn i part of ,hitread? ;)D 'ar+et hote' and retaurant +roup operatin+ market'eadin+uinee in the ud+et hote' and retaurant ector. >&ppendix 01@

#remier Inn i ;)* fatet +rowin+ hote' rand with -( ud+et hote' and 40?--6 room acro ;)

and Ire'and. It opened 4--" room in 200(06 and p'an on openin+ 2000 new room in 200610.

#remier Inn 'aunched it rand overea in Fuai and India in 200( and 2006 repective'y. #remier Inn

a'o ha a oint venture with EmarM9 to ro'' out (0ud+et hote' in Indiay 201. On a dometic

front? #remier Inn i et to e the 'ar+et provider of ud+et hote' in %ondony the time of the 2012

O'ympic. #remier inn p'an for Capita' expenditure to e G10 mi''ion to de'iver new room in the ;)

and overea. >&ppendix 02 5 0"@

200(2006 wa a tron+ year for the +roup depite the cha''en+in+ economic ackdrop. $he a'e roe
http://www.premierinn.com/in/index.htmlhttp://www.premierinn.com/pti/london.dohttp://www.premierinn.com/in/index.htmlhttp://www.premierinn.com/pti/london.do


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14.0H to G!01.- mi''ion with the 'ike for 'ike a'e up !.0H. $hey have taken action to increae

efficiencie and reduce cot in the current economic c'imate. $heir a'ance heet remain rout and i

underpinned y a tron+ freeho'd aet ae and their tar+et to run the current operation in cah f'ow

neutra'ity. 8evenue per avai'a'e performance +rew y 2.(H on a 'ike for 'ike ai >&ppendix 04@

#remier Inn tar+et oth uine and 'eiure trave''er. $he hote' ha +ood offer and faci'itie 'ike

meetin+ room and touch ae centre and pecia' offer for fami'ie 'ike free kid ack which ha 'ed to

rin+in+ in cutomer from oth ide of the tar+et e+mentB &round -- of ;)* #opu'ation 'ive

within - mi'e of #remier Inn.

#remier Inn ha continued to attract corporate cutomer and i now a 'eadin+ choice for /uine

trave''er. >&ppendix 0-@ Sa'e via the #remier Inn uine &ccount +rew y 24H to G11 mi''ion. It i

a'o ecomin+ a 'eadin+ choice for 'eiure trave''er due to premier inn* focued marketin+ trate+ie.

#remier Inn ha come a 'on+ way ince it wa firt acuired y ,hitread #%C and i now a 'eadin+

rand in ;) ud+et hote' indutry with +uet atifaction rate over (0 H.


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0 %urrent Market Situations

0,* Pestle 1nalysis

#ES$%E ana'yi i an inveti+ation of po'itica'? economic? ociocu'tura'? techno'o+ica'? 'e+a' and

environmenta' factor that affect uine. #ES$%E factor are dynamic and conumer* attitude and

ehaviour are affected y thee chan+e. >/owie and /utt'e? 200!@

Political

Factors2

$he demand of the #remier Inn* product wou'd e affected y the chan+in+ of

'oca'? re+iona' or nationa' +overnment taxe uch a va'ue added tax? +enera'

a'e tax rate and tax on a'coho'ic evera+e.

$he :war on terrorim* may 'een unneceary 'eiureaed trave'? o

#remier inn ha to e aware when recruitin+ or contactin+ the upp'ier to keep

up with the demand. >Cetron? 2004@

'oa'i3ation keep on chan+in+ accordin+ with the wor'd? and it mut e

takin+ in concern .>Montana? 200( &ppendix 0!@

#conomic

Factors2

$he company ha reported revpar had improved after a year when previou'y

it had .6H dropped in a'e a the receion hit 'at year. >//C? 2006

&ppendix 0@

$he contant'y weak pound i another factor. It pu'' more trave''er to viit

%ondon? which can e treated a opportunity for the company

Socio3cultural

Factors2

7oueho'd tructure have chan+ed to more in+'e fami'ie and divorced

coup'e. Eatin+ and drinkin+ out hait have rien a we''.

&n increae of e'der'y in the deve'oped countrie wou'd e an opportunity a

they have pare time and money to pend for 'eiure activitie. >McCakey?

200(@


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2010 ,or'd Cup ein+ he'd in June? wi'' impact conumer ehaviour and

their conumption. >Oxy+en Minte'? 2010 appendix 0(@

%eiure indutry hait are chan+in+ a+aint hote' and retaurant? accordin+

with Minte' >2010@ appendix 06

Legal Factors2 Emp'oyer mut pay their worker a minimum amount a defined y 'aw which

i nationa' minimum wa+e. In each Octoer? #remium Inn hou'd check the

nationa' minimum wa+e. $hi imp'ie an increae of expenditure on

workforce.

Technological

Factors2

$he e'fcheck in ytem in #remier Inn reduce the check in time from ten

minute to a min? which imp'ie the time and monetary cot wou'd e 'e for

the company.

Fruce >2010@ reported that #remier Inn ue it +uet atifaction urvey to

tack'e pro'em >appendix 10@

On'ine ookin+ ha een one of the i++et factor affectin+ hote' uine

nowaday. >Internet ,or'd Stat? 200@ More peop'e are ookin+ ho'iday on

the internet? a they wou'd 'ike to +et cheaper dea' than the offer from trave'

a+ent thi reduced cot for #remier Inn and cutomer can ook room ut

tayin+ at home.

#nvironmental

Factors2

$he oard of director i committed to the imp'ementation of environmenta'

po'icy and ener+y avin+ po'icy? y comp'yin+ with the 'aw and re+u'atory

reuirement. >,hitread? 2010@

4eather and climate are unsta5le in -!*!6 /hich have ma7or effect on

hospitality industry, The trips of #uropean trave''er cou'd e ruined y

further vo'canim of Ice'and. >Oorne? 2010@
http://www.internetworldstats.com/stats4.htmhttp://www.internetworldstats.com/stats4.htm


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,ith the increae in awarene of environmenta' iue amon+ conumer?

companie continuou'y have to how that they are a'o care. >&ppendix 11@

0,- %ompetitor 1nalysis

$he /ud+et 7ote' Market ha nine key p'ayer which? in addition to #remier Inn inc'ude $rave'od+e?

Jury* Inn? 7o'iday Inn Expre? Eay 7ote'? Comfort Inn? Fay Inn? Ii and Innkeeper* %od+e. Fata

from the /F8C 7ote' Survey 200( howed 10 mi''ion adu't room ni+ht for 200(? a yearonyear fa''

of 1.( per cent. Fue to the drop in the numer of dometic 'eiure +uet? hote' tayin+ penetration

receded 'i+ht'y to fewer than "! per cent of a'' adu't which euate to ut under 1!.- mi''ion peop'e.

$ota' ;) uine vo'ume remained unchan+ed from the previou year at -6 mi''ion room ni+ht whi'edometic 'eiure vo'ume fe'' to 4( mi''ion room ni+ht. $he deve'opment of the ud+et ector? 'ed y

#remier Inn? continue to +row. 9urthermore? ua+e of ud+et hote' y uine trave''er exceeded that

of midmarket and upper tier ector for the firt time? accordin+ to the /F8C.

8rand 9um5er of &oom Market Share (:$ 9o of Hotel Market Share (:$

#remier Inn "2!2 "(.20H 4(( 41.0H

$rave' %od+e 16""- 22.!0H "04 2!.00H

7o'iday Inn 110( 12.60H 10( 6.20H

Ii !-"! .!0H 4( 4.10H

$he remainin+ 20H of ud+et hote' market i mot'ey of other 12 rand. #remier Inn i taken a one of

the et ud+et hote' amon+ their competitorB a they have


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ut for L666? ut o far the in+'e of


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" )ey .pportunities

",* 1n analysis of the company;s Marketing Mi+ Strategies

Marketin+ mana+er can ae their marketin+ trate+y with the ana'yi of the four # product? p'ace?

promotion? and price of a company >appendix 1"@. /owie and /utt'e >200!@ ar+ue that thee trate+ie

mut conider that hopita'ity product and ervice mut conitent'y atify the need and want of it

cutomer. ,ith attention to thoe point? #remier Inn ana'yi how that each part of the product mix

wa uccefu''y created to meet the need of it tar+et market. $o +ive credii'ity to thi affirmation?

the four +roup have een appraied e'ow.

Product

& ud+et hote' chain that offer edroom with enuite athroom? $N >with freeview@ and acce to

,i9i internet. In addition to the room? the promie of a +ood ua'ity room? comforta'e urroundin+

and friend'y ervice i et with the cutomer. ,ith the commitment of keepin+ thi promie? the appendix 14@ offer the cutomer moneyack. $akin+ thi in concern? we can ee

that #remier Inn meet the need of it tar+et market once they ett'e the i''? a no comp'aint have een

raied. &nother part of the product of #remier Inn i a ar and retaurant faci'itie ervin+ dinner? drink

and #remier Inn* renowned :&'' you can eat* reakfat. One maor c'ient of #remier Inn are the

uine trave''er? o a part of it product a /uine &ccount i offered


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Place

In the hopita'ity indutry? thi deciion +roup of the marketin+ mix i extreme'y important. /owie 5

/utt'e >200!@ exp'ain that 'ocation can e identified a crucia' for hopita'ity marketin+ deciion.

#remier Inn accordin+ to it weite ha a'ready -00 hote' ditriuted over the ;) 5 Ire'and? and they

are c'oe to popu'ar tourit attraction? eaide town? airport and 'ocated a'on+ maor road. In

addition? #remier Inn i +rowin+ internationa''y now and ha hote' in Fuai and India.

Promotion

$hi +roup of product mix i reponi'e for the communication etween e''er and uyer. $hrou+h

five particu'ar too'A perona' e''in+? advertiin+? a'e promotion? direct marketin+? and pu'icity of the

company the promotion p'an can e identified >)ot'er? 200-@.

#remier inn effective'y promote it product in the ociety throu+h divere apect uch a #remier

$rave' Inn Noucher Code? promo offer? dicount? and other. & a too' of on'ine advertiin+? the

weite everydaya'e.co.uk work to+ether with the company in it promotion. Examp'e of promotion

p'an areA dicount for re+u'ar uine trave''er? and +roupB when accompanied y an adu't havin+ a

fu'' premier reakfat? two under 1! can have a fu'' reakfat freeB #remier Inn* Fay Out preent

moneyavin+ opportunitie.

Price

$o determine the price of it room? #remier Inn effective'y app'ie concept of pricin+. 8e'atin+ to the

tar+et market the hote' chain ue dicount for examp'e? the premier offer of room from G26 on

tay etween the 6 9eruary 2010 and - Septemer 2010. Strate+ica''y? the company deduct the price

on offpeak to increae the market hare and +uarantee it preence amon+ the competition? +eneratin+ a

+ood cah f'ow poition.

$he price on #remier Inn i et per room? per ni+ht and i inc'uive of N&$. On the weite i poi'e

to identify under term and condition on item ". (&ppendix 1-$


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",- S4.T 1nalysis

$herefore? concernin+ what ha een dicued in thi report? the fo''owin+ can e

Strengths

Stron+et 7ote' rand in the ;)

Exce''ent performance on 8evpar &ppendix 1!P

&i'ity to offer 'ow price A G26 room

8e+u'ar 8efurihment every room every " year

Fetai'ed rand tandard and re+u'ar room audit

9'exi'e pricin+ accordin+ to demand &ppendix 1P

9irt choice /ud+et 7ote' for uine $rave''er&ppendix

0-P

7i+her return due to 'ow contruction an operation

cot &ppendix 1(P

#remier Inn :8eceion &ction #'an* &ppendix 16P

Increaed weekend occupancy in comparion to competitor

&ppendix 20P

ood Ki+ht uarantee

/ar and retaurant faci'itie in the hote'

Noucher to variou attraction

Kew weite drivin+ (0H increae in viit

4eaknesses

#roduct ran+enot for upper 'eve' cutomer

;nta'e economic environment affectin+ premier

inn* performance and future deve'opment p'an.

Competition with European detination driven y 'ow

cot f'i+ht a we'' a promie of etter weather.

Economic downturn 'ed to fewer conumer takin+

ho'iday.

.pportunities

3$he propect for +rowth of ;) /ud+et Market are very hi+h.

&ppendix 21P

More hote' to open in Fuai and India &ppendix 22P

Over 242 market where premier inn ha no preence can e

exp'ored &ppendix 2" P

9urther opportunitie in %ondon

- hote' in the pipe'ine

/uine account expanion

Threats

3Firect competitor tar+etin+ the ame conumer ae

affect the market hare

Increae in minimum wa+e rate that increae taff

cot


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Promotion Plan

Title2 Friends ' Family nn London

,hitread? 2010@ tated that the +oa' for #remier Inn i

to improve it 0H occupancy and raie occupancy ack to (0H.In order to ui'd

+rowth from expandin+ market hare and a +rowth return to the market a a who'e? a

promotiona' p'an to our tar+et audience which oot the a'e of the room ha een

p'anned. $he promotion i aimed at drivin+ peop'e to chooe #remier Inn with +reat

offer? in order to retain the cutomer 'oya'ty and +oodwi''.

.ur Target2 9ami'y and 9riend wou'd e our tar+et +roup of 4 peop'e or more.

&ationale2 ,ith the current economic ituation? the wor'd trave''er are coniderin+ ud+et hote'

a eentia' for trave' arran+ement. ,ith hi+h competition in the market? from i+

rand and independent hote'? #remier Inn retain tron+ rand reco+nition. It


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peop'e come to 'ook for offer and can +et the information when they*re reervin+ a

room. &'o the weite of trave' a+encie wi'' a'o feature thi offer.

$he offer wi'' e promoted in trave' a+encie o that the information can a'o e

avai'a'e to peop'e who are not tech avvy.

#u'ic 8e'ationA Sponorhip? Speeche? $rave're'ated Event promotin+ in

hote'. $hey are particu'ar'y effective in ui'din+ awarene and rand know'ed+e?

for reachin+ pecific +roup and community.

#8 perona' wi'' ho'd meetin+ with ma+a3ine editor and $N producer to

continue more media covera+e and reach the ma conumer.&ppendix 2!P

e'etter to cutomer

&ppendix 2.

! 1ction Programme > 8udget ' Time Plan

$hi promotion intend to tar+et 2 +roup >coniderin+ 4 peop'e@ per hote' durin+ each week of the

promotion tota' of 22 week. %o+ica''y? takin+ in concern that #remier Inn ha -( hote'? 44 +roup

per hote' durin+ the promotion time wou'd revea' a tota' of 2-?4"2 +roup participatin+ in the promotion.

&t the price of G266? the tota' revenue per room avai'a'e o'd wou'd e G?!04?1!(.00. 9or marketin+

purpoe? 1H of it revenue hou'd e ue? creatin+ a marketin+ ud+et of G!041.!( which hou'd e

ued in the term of appendix 2(.

9ina''y? a profit i 'ike'y to e achieved aed on ca'cu'ation and utification on appendix 26?

? %onclusion

$hi report ha eva'uated #remier Inn current poition in the ;) and deve'op the idea of a promotion

Friends & Family Inn London for revenue enhancement.

8i5liography


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//C >2006@ Fownturn 7it #remier Inn Sa'e.BBC? June 1! 2006 On'ineP. &vai'a'e atA

httpAnew.c.co.uk1hiuine(1022(.tm &cceed 2- &pri' 2010P.

/owie? F. and /utt'e? 9. >[email protected] Marketing: An Introduction 1ted. %ondonA E'evier

Cetron? M.J. #h.F. >2004@ Hospitality In !"e Age #$ !error On'ineP. &vai'a'e atA

httpAwww.hopita'itynet.or+fi'e1-2001!42.pdf &cceedA 1( May 2010P

Cooper? C. 9'etcher? J.? ,anhi''? S.? i'ert? F. &nd 9ya''? &. >200@ !ourism Principles & Practice. th

ed. 7ar'owA #earon.

Fruce? C. >2010@ 7y+ieneA ,hat $o Fo If $hin+ o ,ron+.Big Hospitality? May 0 2010 On'ineP.

&vai'a'e atA httpAwww.i+hopita'ity.co.ukdefau't.apxQpa+eRartic'e5IFR20461- &cceed "0

&pri' 2010P

Internet ,or'd Stat >2006@ Internet %sage In urope. On'ineP. &vai'a'e atA

httpAwww.internetwor'dtat.comtat4.htm &cceedA 10 May 2010P

McCakey? F >200(@ $he Economic of the Service Sector. InA riffith? &. and ,a''? S. >ed.@

conomics For Business And Management2nd ed. #ort'andA 9inancia' $ime #rentice 7a''

Marvin J. Cetron? #h.F. >2004@Hospitality In !"e Age #$ !error. On'ineP. &vai'a'e atA

httpAwww.hopita'itynet.or+fi'e1-2001!42.pdf &cceedA 1( May 2010P.

Montana >200(@ Lesson ': Factors A$$ecting Hospitality and !ourism On'ineP. &vai'a'e atA

httpAwww.montana.eduhhuntM&9CSH20,E/SI$EH20FENE%O#EFH20200(M&9CS

H20200H20StudentH20%eonH20#'an;nitH20#'anH20adoe

H20fi'e%eon49actor&ffectin+75$%eon#'an.pdf &cceedA 10 May 2010P.


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Oorne? 7. >2010@ $rave' Inurance #o'icie ,i'' Kot Cover &h Firuption. (uardian? May 0(? 2010

On'ineP.&vai'a'e atA httpAwww.+uardian.co.ukmoney2010may0(trave'inurancepo'icieah

diruption &cceedA 1- May 2010P

Oxy+en Minte' >2010@ Economic &nd Socia' Impact Of $he 2010 ,or'd Cup. #)ygenMintel? &pri'

2010 On'ineP. &vai'a'e atA httpAoxy+en.minte'.cominatraoxy+enuectviewRr

eportcate+ory5'itR'at etitemdip'ayidR-02!66 &cceedA "0 &pri' 2010P

Oxy+en Minte' >2010@ $heme #ark ;) 9eruary 2010. #)ygenMintel? 9eruary 2010 On'ineP.

&vai'a'e atA httpAacademic.minte'.cominatraoxy+endip'ayidR46(!1 &cceedA "0 &pri' 2010P

#remier Inn >2010@ On'ineP &vai'a'e atA httpAwww.uperrand.uk.com#a+eFocumentMana+er

CaeStudy#remierH20Inn.pdf&cceedA 1- May 2010P

Sta++? J. >2010@ ,hitread eye expanion a it 'eave receion ehind. Caterer*earc"? May 0! 2010

On'ineP. &vai'a'e atA httpAwww.catererearch.com&rtic'e20100-0!"""""!whitreadeye

expanionait'eavereceionehind.htm &cceed 2- &pri' 2010P.

,hitread >2010@ Environment On'ineP &vai'a'e atA httpAwww.whitread.co.ukcorporate

reponii'ity.cfmQidRenvironment &cceedA 2- &pri' 2010P

,hitread >2010@ On'ineP&vai'a'e atAhttpAwww.whitreadannua'report0(06.co.ukchiefexecutive

reviewourtrate+yandinternationa'pro+re.apx&cceedA 2- &pri' 2010P
http://www.superbrands.uk.com/Pages/DocumentManager%20/Case-Study_Premier%20Inn.pdfhttp://www.superbrands.uk.com/Pages/DocumentManager%20/Case-Study_Premier%20Inn.pdfhttp://www.whitbread.co.uk/corporate_http://www.whitbreadannualreport0809.co.uk/chief-executives-review/our-strategy-and-international-progress.aspxhttp://www.whitbreadannualreport0809.co.uk/chief-executives-review/our-strategy-and-international-progress.aspxhttp://www.whitbreadannualreport0809.co.uk/chief-executives-review/our-strategy-and-international-progress.aspxhttp://www.superbrands.uk.com/Pages/DocumentManager%20/Case-Study_Premier%20Inn.pdfhttp://www.superbrands.uk.com/Pages/DocumentManager%20/Case-Study_Premier%20Inn.pdfhttp://www.whitbread.co.uk/corporate_http://www.whitbreadannualreport0809.co.uk/chief-executives-review/our-strategy-and-international-progress.aspxhttp://www.whitbreadannualreport0809.co.uk/chief-executives-review/our-strategy-and-international-progress.aspx


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1ppendi+

1ppendi+ !* > origins

$he Chain ori+ina''y tarted a D$rave' InnD in 16(? which wa owned y ,hitread durin+ it entire

operation. In 2004? ,hitread acuired #remier %od+e and their hote' were renamed a #remier $rave'

inn. ,hitread oon reranded their hote' uine from #remier $rave' Inn to #remier Inn at a tota' cot

of G12. mi''ion.


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1ppendi+ !- > si@e


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1ppendi+ !0 3gro/th

#remier Inn wa the firt /ritainwide hote' +roup to i+n up with the nationa' tourit oard Niit /ritain

and i now part of a new ua'ity aement cheme? pecia''y created for ud+et accommodation. $he

cornertone of it competitive advanta+e are a comination of product ua'ity and va'ue for money.

Since they have reranded to #remier Inn? due to focued marketin+ trate+ie they have increaed

revpar and va'ue for money have increaed to (1H and +uet recommend core have a'o reached (H.

1ppendi+ !" > &evenue


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1ppendi+ ! > 8usiness travelers first choice

1ppendi+ !A > Blo5ali@ation ' Premier nn

$he main effect of +'oa'i3ation i on economy. Economica''y countrie depend on one another. &

country* receion wou'd make other countrie uffer which reu't in 'e money ein+ pent on 'uxury

activitie in oth countrie. &dditiona''y due to +'oa'i3ation different cu'ture and activitie acro the

+'oe have mixed in different countrie o #remier inn ha to a'ter their product or aim their promotion

accordin+ to thee chan+e,>Montana? 200(@

1ppendi+ !? > #conomic factors

,hitread decided to reume the +rowth amition which force to ca'e ack throu+h the receion?

havin+ reported tron+ annua' reu't. #retax profit efore exceptiona' item wa up H to G1!0m


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compared with G60m in 200(6. & i+ reaon i oth corporate and conumer cutomer want to reduce

expenditure? thu ud+et hote' have een +ainin+ market hare. >Sta++? 2010@

1ppendi+ !C > 4orld %up mpact

#eop'e wou'd 'ike to tay out for watchin+ +ame that make an inf'uence on demand of eatin+ and

drink out. $wo third of conumer with an interet in the ,or'd Cup indicated that they wi'' ee a rie

in their expenditure efore or durin+ the tournament. >Oxy+en Minte'? 2010@

1ppendi+ !D > Leisure ha5its

$he theme park market ha +rown y 2.4H to G"1- mi''ion in 2006 and admiion have +rown y

more than "H to a'mot G14 mi''ion. $hi 'eiure indutry ha enefited from economic receion

ecaue of a weak pound. $herefore? the potentia' theme park market wou'd affect the hopita'ity

indutry which make peop'e conume more of the other 'eiure uine than hote' and retaurant

which i a threat for #remier Inn. Oxy+en Minte'? 2010@

1ppendi+ *! > Technology for guest survey feed5ack

If no reo'ution i approachin+ within four day? the comp'aint wou'd e de'ivered to the mana+ement chain to

reo've. $he ytem a''ow the taff to check their performance core on a ite ai? providin+ feedack on what

hou'd e improved.

1ppendi+ ** > #nvironmental friendly Premier nn

)eepin+ thi in mind? #remier inn ha opened the firt environmenta' friend'y hote' in Staffordhire in

200( and ha p'an of openin+ a new one in ,et Suex thi year.


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1ppendi+ *- 3 8udget hotels competitors

F1%T.& Premier nn Holiday nn 5is Hotel Travel Lodge

Products *


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Highlights -!!C=-!!D (source 8


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1ppendi+ *0 > The idea of product mi+

In order to undertand thi uect? the idea of


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1ppendi+ *" > Bood night Buarantee proposition

1ppendi+ * > terms and conditions

8oom price are per room? per ni+ht and are inc'uive of N&$. Mea' are not inc'uded in the room price.

Tou may pay for reakfat at the ame time a payin+ for your room. &'' other mea' mut e paid for

eparate'y. #remier Inn reerve the ri+ht to review it room price from time to time. If you make a

reervation more than one month in advance? the uoted room price may chan+e efore the date of your

tay at #remier Inn. Some hote' may char+e a upp'ement durin+ key event and period of hi+h

demand. 9or detai' of our mot current room price p'eae check our weite www.premierinn.com or

contact your choen #remier Inn direct'y.


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1ppendi+ *A #+cellent performance on &evpar

1ppendi+ *? Fle+i5le pricing according to demand


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1ppendi+ *C Higher returns due to lo/ construction an operation costs


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1ppendi+ *D Premier nn G&ecession 1ction Plan;


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1ppendi+ -! ncreased /eekend occupancy in comparison to competitors

1ppendi+ -* The prospects for gro/th of U) 8udget Market


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1ppendi+ -- > nternational e+pansion


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1ppendi+ -0 >Premier nn rooms e+pansion

1ppendi+ -" 3 Promotion Terms and %onditions


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$he offer wi'' e va'id except in re'ation to ookin+ which fa'' exc'uive'y within the period 2".12.06 unti'

2!.12.06 inc'uive or "0.12.06 unti' 02.01.10 inc'uive. Offer app'ie to minimum of " ni+ht. Offer wi'' e

avai'a'e at e'ected #remier Inn on'yB it wi'' e advied to conider a'ternative date if the e'ected date i not

avai'a'e. In addition? no cance''ation? amendment or refund wi'' e poi'e. $he ookin+ wi'' have to emade 1- day in advance or more.

1ppendi+ - > Promotion price

&fter a carried out reearch on price for dou'e room avai'a'e on the period of the promotion? the price of G266

eem afforda'e and appropriate for the ud+et hote'. Ca'cu'atin+? the price wou'd come out a G24.62 per peron

per day? inc'udin+ a mea' and dicount ticket for different attraction.

1ppendi+ -A > Promotion advertising


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1ppendi+ -? > Promotion art/ork


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1ppendi+ -C > Promotion time plan ' 5udget

$akin+ in conideration the product mix of thi promotiona' campai+n? firt tep >1 tuarter@ wou'd e

p'an the promotion and term of promotion proper'y eide a'' it characteritic invo'ved re'evant.

,ou'd revie the promotion p'an here u++eted and officia''y print a new and update 'at verion of the

term and condition for 9riend 5 9ami'y Inn %ondon. &t thi point meetin+ mut e a''ocated

etween taff and proper communication within the different department mut happen? havin+ ready the

deciion y the e+innin+ of the firt uarter annua''y ana'y3ed.

$he ud+et for the firt uarter i 'ow a not much wi'' e done? utifyin+ why on'y G2?100 to e pend

under printin+ and reearch >for mature the promotion idea and fina'i3e@.

&t the e+innin+ of the 2nd uarter wi'' #re 8e'eae the promotion we wi'' e advertiin+ on month'y

ma+a3ine 'ike $rave'ma+ and from the end of the period we wi'' e advertiin+ in ome of the week'y

and dai'y new paper 'ike evenin+ tandard? the +uardian and the mirror? tar+etin+ different +roup of

cutomer. ,e wi'' e uin+ poter advertiin+ in the tue tation and at the city and airport hoardin+

oard. ,e wi'' e a we'' advertiin+ in weite 'ike +oo+'e.co.uk? faceook.comand youtue.como

that we can have a wor'dwide covera+e a we''. ,e wi'' e a'o providin+ f'yer and 'eaf'et to a'' the

trave' a+ent and to a'' the ,hitread Company y the end of thi period. ,e wi'' e endin+ wemai'

to the entire +uet dataae we have and a popup advertiement in the entire trave''in+ weite 'ike

expidia.co.uk? tripadvior.co.uk? 'atminute.co.uk. ,e wi'' e creatin+ a tron+ re'ation with ome of the

re+u'ar air'ine 'ike &ir 9rance 5 /ritih &irway and ome ud+et air'ine 'ike 8yanair 5 Eayet

which are more 'ike'y to e potentia' c'ient of #remier Inn.

$he ud+et of G"6?000 here? aout -1H of the tota' to pend wa ditriute etween thee activitie

coniderin+ contract with company for advertiin+? printin+ of rochure price have een reearched

and printin+ of f'yer i aout 0.11 per pa+e when in 'ar+e ca'e a neceary p'u the hoardin+ oard

and poter to e pread around. Ecommerce for advertie on the weite ince a 'ot of potentia'

cutomer are contant'y in the virtua' wor'd. &nd reearch a ma'' ud+et with a reerve for the uarter.
http://google.co.uk/http://facebook.com/http://youtube.com/http://expidia.co.uk/http://tripadvisor.co.uk/http://lastminute.co.uk/http://google.co.uk/http://facebook.com/http://youtube.com/http://expidia.co.uk/http://tripadvisor.co.uk/http://lastminute.co.uk/


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&t the e+innin+ of the "rduarter w e wi'' e or+ani3in+ ome re'ation ui'din+ for ome dink and

ni'e with the trave' a+ent perona' wi'' +ive continuity to the advertiin+ proce and +et ome

feedack on how they fee' aout the promo and what wa the cutomer feedack o far and form of

contro' promotion effectivene enuiry and a'e repone to the advertB cutomer awarene of

advertB repone to merchandiin+B etc.

$he "rduarter have a ud+et of G"2?"00? aout a it more them 40H? uin+ mot of the ret of the cah

for marketin+ activitie takin+ p'ace durin+ the promotion period. Na'ue are ca'cu'ated in proportion to

neceity and accordin+ with the time p'an.

$he 4thuarter wi'' have the ana'yi and eva'uation of the effectivene of it promotion. $he ret of the

money for marketin+ purpoe hou'd e ue for it.

1ppendi+ -D Forecast revenue

In the next pa+e there i a imp'e revenue forecat coniderin+ that aic cot of a room wou'd e 40H

and any additiona' cot re'atin+ to the room 20H. $akin+ the expenditure of marketin+ on'y? the profit in

the end of the year >Jun 2010 May 2011@ i G 2?6!!?0!1.20. It i important to know thi i not a

rea'itic forecat and wou'd chan+e accordin+ with condition of expenditure? ut even to coniderate a

20H profit on tota' of revenue o'd G1?-20?("".!0? takin+ the marketin+ ud+et forecat of G!?041.!(

#remier Inn wou'd ti'' have a conidera'e profit of G1?444?61.62. 9ina''y? thi promotion wou'd

effective'y improve the performance of the ud+et hote'.


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53647851 Premier Travel Inn

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