The vision Hotel Market Plan

8/14/2019 The vision Hotel Market Plan

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The HotelHospitality L eadership thr ough learn ing

Strategic Marketing Plan

Year 2013-2014

Maracas Royal Road

St Joseph,

Trinidad, WI

Onika Blandin


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Table of Contents

Introduction

o Aim of Studyo Restrictions

Situational Analysis

o Market Trends

o Opportunity

Marketing Plan

o Vision

o Mission

o Business Overview

o Customer Overview

o Market Segments

o Objectives

o SWOT Analysiso Competitor Informationo Marketing Objectives

o Product

o Pricing

o Promotions

o Budgets

o Supportive findings


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Introduction

Marketing of any kind of services can be challenging but at the same timeinteresting. How to market a product in a way that it awakens peoples interest and

make them think, I want to have that? Especially since people are more and more

aware of their needs and wants and will not settle for less.

Aim of the study

The aim of the research is to assess the current accommodation market situation what

possible needs and gaps it might have and create a strategic marketing plan with realistic

and applicable marketing theory.

Restrictions

Marketing can be a very broad concept and it has numerous different aspects to it. For the

purpose of this exercise the research was limited to the perspective Hospitality and

Tourism, with regards to data access accommodation providers unwillingness to share

information and schedule deadline posed some challenges.

Situatiaionl a Analysis

The current diversification initiatives of Trinidad and Tobago economy and the

recognition of Tourism as a viable industry has been the catalyst of many

government funded tourism development programs. Best Practices in Linkages with

Intermediaries has lead to certificate and tertiary level expansion as a vital part of the

countrys hospitality and tourism industry thrust. Strategic partnerships with other

CARICOM member states to develop and promote intra-Caribbean tourism by the two

main regional organizations, the Caribbean Hotel and Tourism Association (CHTA) and

the Caribbean Tourism Organization (CTO), in the key areas of:

Marketing, branding and promoting the region

Training and human resource development

Market research and statistics


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Environmental conservation and sustainable development (Tewarie)

The extent to which education is incorporated at the tourism policy and planning

stage could be crucial in achieving sustainable development outcomes, as well asimproving the overall human development. (Edwards) The University of the

Southern Caribbean is ideally positioned to gain opportunity and create value within

this context, because of its established School of Business Hospitality and Tourism

management program and Business Management, partnerships with Government

Ministries national, regional and international SDA community.

These programs, policies and shifted demand for training and the provision of

accommodation for education, business and leisure travelers are relevant to USC

continued growth, better serviced its students and by extension society.

Market Tr ends

Market Trends can be categorized as follows: Global Travel Trends, Local Business

Trends, and Social Trends.

Student and educational travel is becoming increasingly more important within global

tourism. According to youth travel consulting and development company Student

Marketing in collaboration with United Nations World Tourism Organization (UNWTO)

The educational travel is set to double by 2020. The trend will be driven mostly by

educational and experiential travel and offers a huge opportunity to providers.

Educational travelers stay longer (on average over 50 days) and higher spend (on average

US$1,000 to US$6,000 per trip compared to US$1,450 for average tourist) delivering

a significant business opportunity. (World Tourism Organization)

Higher Education continues as a high revenue generator

Language Travel presents a 4.9% market increaseEmerging countries are the markets that look interesting for development and expansion

and will define the industry. They are recovering and rising faster than developed

countries - gaining an increasingly more global market share.
http://www.student-market.com/http://www.student-market.com/http://thepienews.com/news/educational-travel-to-grow-dramatically-by-2020/www.unwto.org/http://thepienews.com/news/educational-travel-to-grow-dramatically-by-2020/www.unwto.org/http://www.student-market.com/http://www.student-market.com/


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Internet is used more for reference, social content (reviews, rankings, sharing, and

recommendations) and travel planning (destination research) (World Tourism

Organization) see figure 1Local Business Trends: There is an increase period of low activity in the area of

conferencing and business catering with local companies electing to conduct

meetings and seminars on their own premises in order to cut cost. This is changing

however as group bookings, incoming visitors and day use of conference facilities is

on the increase.

Social Trends: SDA statistics have shown that there has been steady increase in the

number of people converting their lives to Christianity thus increasing the need for

accommodations that caters for the need of this growing market. See Figure 2Because

more people are becoming more health conscience the demand for nutritious meals is also

increasing. Finally the use of technology and social media is commonplace and has

become an effective and convenient way to accesses, communicate, review and purchase

goods and services.

Opportunity

Their is no organisation in Trinidad and Tobago catering to these changeing

demands patterns in a sigular loaction. It is the recomendation of these Hospitality

Marketing Students, that the Univeristy of the Southern Caribben base on their

perlimeray research findings and the University visoion for provieding qulity

servic, that the offerings of a fully intergated business curiculum of a Teaching

hotle would continue to keep USC as the leading provider of holistic devolometal

experiences while maintaitng its compettive edge. For the purpose of this exersie the

following marketing plan is proposed on the assumption that all devlopmental

criteira has been completed and The Vision Teaching Hotle is in its introductry

phase.


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The Vision HotelHospital ity Leadership through learning

Mission

Change the face of Service one Student at a time.

To be the leading teaching hospitality institution in the county, provide hands on

training for future hospitality professional.

Long term goals:

To recruit more competitive and professional staff, train the current ones and

develop them so that they are able to offer better services.


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Page 1 of 18 | 7 November 2013 The Vision Hotel| Marketing Plan

The Vision Hotel & USC School of Business

The Vision Hotel is the platform for The University of the Southern Caribbean

(USC) School of Business Administration, and, for many visitors.

The University of the Southern Caribbean (USC) a private university owned and

operated by the Caribbean Union Conference of Seventh-day Adventists. The

main campus is located on 384 acres (1.55 km2) of land in theMaracas Valley St

Joseph. This 153-room full-service property includes a conference canter, three

restaurants, and more than 14,000 square feet of meeting and banquet facilities.

The Vision Hotel hosts campus visitors, visiting scholars, prospective and

current students and their families, and alumni. With its elegant banquet rooms

and state-of-the-art conference facilities, the hotel serves as the venue for many

important campus events and meetings.

As a Teaching Hotel, it integrates several courses into hotel operations and

provides career-related job experience for students. It serves not only the

school's undergraduate and graduate students, but also industry professionals

from around the world who use The Vision Hotel while taking advanced

hospitality service and management courses through the school's Office of

Executive Education.

Business Overview
http://en.wikipedia.org/wiki/Maracas_Valleyhttp://en.wikipedia.org/wiki/Maracas_Valley


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Customer overview

The Vision Hotel is located 20miles from the Piarco International airport in the

lush valley of Maracas St. Joseph. It is centrally located between the city of Port-

of Spain and the borough of Arima. Maracas-Saint Joseph is one of the largest

valleys on the southern side of theNorthern Range;Lying north of the old

capital ofSpanish Trinidad, the valley was one of the first areas to be settled in

Trinidad. The Maracas Royal Road, which runs up the valley, is one of the oldest

roads in the country. It is drained by the Maracas River a major tributary of

theCaroni River.The lower parts of the valley are rapidly being developed for

upscale housing. The Former Presentiment,George Maxwell Richards,is among

the residents of the valley. The major attractions located in the valley are known

as the maracas waterfall; the historical saint Michael Roman Catholic Church, La

solidad the old supersestate. The Vision Hotel is also in close proximity of the

medical association for those that are seeking medical assistance or coming to

visit loved ones.

Mark et Segment

The Vision Hotel focus is that of four interest base markets;

education

business

leisure travelers

Christen interest groups
http://en.wikipedia.org/wiki/Northern_Rangehttp://en.wikipedia.org/wiki/Spainhttp://en.wikipedia.org/wiki/Caroni_River,_Trinidad_and_Tobagohttp://en.wikipedia.org/wiki/George_Maxwell_Richardshttp://en.wikipedia.org/wiki/George_Maxwell_Richardshttp://en.wikipedia.org/wiki/Caroni_River,_Trinidad_and_Tobagohttp://en.wikipedia.org/wiki/Spainhttp://en.wikipedia.org/wiki/Northern_Range


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SWOT ANAYLSIS

STRENGTHS

Positive elements detected.

- Diversity of natural and cultural resources

centrally located offers good accessibility

and opportunities for practical training

- Beautiful and clean environment

- Geographic proximity to community

attritions -

- New contemporary design

- Image of a safe destination

-Supportive leadership from the userdepartments, Faculties and the school Councilat large.

-Committed employees.

-Enough space and land available forexpansion.

-Strategic Direction.

-Innovative and creative staff

-Professional and experienced staff

WEAKNESSES

Negative or weak detected.

Singular transportation access into the

valley.

- Insufficient infrastructure inside the

country (roads, public transport)

- An initial stage for the development of

product place promotion (PPP)

- Insufficient information in Internet about

the property offerings as a tourist

destination;

- Not quite attractive museums, galleries,

attractions that exhibit the Bulgarian

cultural and

historic heritage;

OPPORTUNITIES

Growing market with a significant SDA

percentage (awareness of USC.)

- Increase conference and seminars from

university-related events.

THREATS

- Economic and financial crises

- Market followers

-Weather conditions that sometime cause

major floods and landslides.


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- Development of specialized types of

tourism training. E.g. hospitality

management students at the university. An

integrated business curriculum

- Increase demand for educational training

services.

- Domestic tourism and tourism from the

neighbouring countries for weekend

holidays;

- Improvement of the qualification and skills

of staff;

- Attract investment into tourism linkages

programmes public sector service training

The University of the West Indies

hospitality and Tourism management

program.

- Competitors from established

neighbouring market leaders in the

hospitality industry;

- Negative impact of social ills major

circumstances such as crime.

Inferior environmental

infrastructure.(drainage and resulting

flooding


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Competitor Information

Competitor

name

Location Product Price Rooms

1Pax Guest

House

Mount St Benedict

Tunapuna, Trinidad

A Budget House

Catering to

Christians

Twin with

washbasin

69

Twin with

private

facilities 79

Single with

washbasin 85

Single with

private

facilities 103

12superb

bedrooms either

with spectacular

views of the bay

or of our tiered

flower garden.

2Hosanna

Hotel

Santa Margarita

Circular Rd | St.

Augustine, Tel: 1

868 662 5449. Fax:

1 868 662 5451. E-

mail:

A budget hotel

catering to

Christian

patrons.

Smoking and

alcohol are

prohibited in

keeping with

traditional

Christian values.

18Units - 15

guest rooms and

3 suites

3La

SoledadEP 192 Royal

Road, Maracas,

Saint Joseph

outdoor and

indoor

multipurpose

event venue and

resort with

several facility
http://www.tripadvisor.ca/Hotel_Review-g147388-d149878-Reviews-Pax_Guest_House-Trinidad_Trinidad_and_Tobago.htmlhttp://www.tripadvisor.ca/Hotel_Review-g147388-d149878-Reviews-Pax_Guest_House-Trinidad_Trinidad_and_Tobago.htmlhttp://www.hosannahoteltt.com/http://www.hosannahoteltt.com/http://www.tripadvisor.ca/Hotel_Review-g147388-d149878-Reviews-Pax_Guest_House-Trinidad_Trinidad_and_Tobago.htmlhttp://www.tripadvisor.ca/Hotel_Review-g147388-d149878-Reviews-Pax_Guest_House-Trinidad_Trinidad_and_Tobago.html


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and guest

capacity options

4The Oasis

Inn

#19 Lennox

Phillips Drive,

Maracas Gardens

St. Joseph,

Trinidad and

Tobago

Phone+1-868-681-

0237

Large studio

apartments or a

fully self

contained

apartment.

Rooms are

outfitted with air-

conditioning,

cable TV, Wi-Fi,

washer/dryer and

kitchen facilities.

The Oasis Inn is

located in a

secure gated

community.

Single

Occupancy

$ 70.00 US

Double

occupancy

$90 US

Triple

occupancy

$110 US

5University of the West Indies

University on site accommodation and Milner Hall is a co-ed Hall of Residence at

the St. Augustine Campus of the University of the West Indies. Milner Hall is very

accessible both from campus internally and externally. The Hall borders the campus

on the north-east and is within five minutes walking to all campus' facilities.

Facilities:

Buildings comprise five blocks.

Present configuration provides for 2 blocks (60 spaces) for males only. 1 blocks (32

spaces) females only and 1 block (32 spaces) for both males and females. There

are also accommodations for Postgraduate students (male and female) in the

Postgraduate block (20 spaces). The Hall is fully equipped with kitchen facilities,

Common Rooms and both private and shared bathrooms and toilet facilities.

Other facilities include a central laundry area and one large Common Room, which


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is used as a recreation area, a meeting hall and for storage of trophies, and equipped

with cable TV, VCR, and sports equipment.

Spacious grounds and close proximity to the various playing fields on campus and

the Student Activity Centre.

Pay Phones.

Tuck shop.

Cleaning services of Kitchenette and Common areas.

Porter Services.

Maintenance services through Works Department and an in -house Maintenance

Assistant.

Hall houses computer room with internet access that is free of charge to resident

6The Trinidad and Tobago Hospitality and Tourism Institute .

Is located in Chaguaramas, in the north-western peninsula of Trinidad

Female Accommodation Only


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Competi tor Analysis

Analysis 1 2

3

4 5 6

Outside presentation * * * * * * * * *

I nteri or and facil ities

Meeting rooms

Restaurants

Pool

Distance to Air Port

Location

* *

*

**

0

***

***

* * *

**

*

**

**

*

**

**

**

***

**

0

Service:

Range, presentation* * ** ** ** ** **

Staff

Friendliness, dress,

name badges

Product Knowledge,

speed. Do They

Approach you

* *

***

***

***

***

*

*

*

*

*

* * *

**

***

***

**

* *

*

**

*

**

* *

**

***

**

**

Pricing:

Visibility of pricing

* * 0 0 ** 0 0

Marketing and

promotion: Website,

brochure, advertisin g

* * * ** ** ** **

Key

*** Strong

** Average

* Poor

O Not offered

Comment:


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Building and maintaining mutually beneficial relationship with our

stakeholders.

Being customer centered in our continuous product and service improvements.

Marketing Objectives

Maintain positive, steady growth each quarter.

Experience a growth in new customers who are turned into long-term

customers.

To continue to communicate our strategic objectives to our target markets

effectively.

To provide a positive hotel experience to all our guests.

To accomplish our growth targets within the given time and budget.

Expand our markets and identify new markets for our product and

services.

Strategy


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Promotion

The Vision Hotel presently uses mainly the internet as a major promotion tool.

This is done through the use of the Universitys website where accommodation

at the Vision Hotel is advertised extensively. However, in an effort to expand our

market and to foster growth and development, we do intend to work in a

collaborative effort with the Tourism Development Company of Trinidad and

Tobago to aid in advertising our product to a wider community and we also

intend to undertake our own advertising initiatives through the use of the

students who currently occupy the Vision Hotel by creating an atmosphere of

loyalty through fulfilling our promise and commitment to providing excellent

and consistent service so as to encourage brand advocating through the students

themselves. This is the most cost effective method of promotion as it does not

require heavy financial investment and is a very personable form of promotion as

it involves personal interaction which is much more effective than actual

advertisements. In addition to this we intend to form s trategic alliances with tour

guiding bodies so as to cater to the needs of leisure travellers. For the business

traveller, we intend to construct a new website separate from the universitys

website that would allow one to make reservations online and to experience

virtual tours of the facilities. As a teaching hotel, we hope to integrate and foster

the extensive student exposure to the operations of the hotel and get them

involved in the functioning of the hotel so as to further encourage and establish

brand identity as the students would then gain pride in the schools hotel and

would be motivated to further promote it. With regards to our competitors,

according to research, most of them are not well recognized, in terms of persons

not having much knowledge on them as their advertising is at a minimal. As


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most of our competitors stem from religious bodies, most of the advertising is

done through the church and TDC to an extent in terms of its hotel listing.

Therefore, in our undertaking, we decided to focus on using a people approach

in terms of using personal selling as our major marketing tool in an effort to

establish and maintain fruitful relationships rather than to just educate the public

about The Vision Hotel.

Budget


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Action Plan

Market value (selected sectors):

Figure 1 Source (World Tourism Organization)

Supportive fi ndings


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Figure 2 (Adventis)

AnalysisThis research studied the current trends in marketing. The aim was to form a new

strategic marketing plan for a hotel emphasizing on how the hotel could improve

their marketing and what marketing efforts are needed. The aim was to give a

framework on how the hotel should proceed with its marketing; what aspects of

the current marketing actions could be improved and what kind of new marketing

actions could be added.

As the research was conducted, insights to competitors wakens and new opening

was realised. The results of the research formed the strategic marketing plan with

situational analyses, marketing objectives and strategy and a pending action

plan /budget f rom thefi nance department.


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The outcome of the research can serve as a framework on how to proceed with

differentiation of a new hotel through market research and planning. It might

offer new ideas and point out the areas that need improvement. The research

could be continued for example with a more detailed time line and the division of

areas of responsibilities between the Administration and staff members.

The results of the research shows that there is new market expansion potential

as well as taking steps forward to gaining new customer groups as well as taking

a new approach on how to keep the regular customers satisfied and keep them

coming back. The promise of the Vision hotel has many advantages and potential

for its resources to be innovative, and to keeping a marketing image of

excellence.


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Reference

Adventis, Seventh Day. Annual Statistical Report. 12501 Old Columbia Pike

Silver Spring, Maryland 20904-6600: The General Conference of

Seventh-day Adventists, 203. March 2013.

.

Edwards, Larry Dwyer and Deborah. Understanding the Sustainable

Development of Tourism. Sustainable Tourism Planning(2010): 24. 28

March 2013.

.

Hotel, Hossana.Hosana Hotel. n.d. 20 March 2013.

.

http://www.paxguesthouse.com/. n.d. 20 March 2013.

.

Tewarie, Dr. Bhoendradatt. Building Competit iveAdvantage Six Strategic

Business Clusters and Enablers. n .d.

.

The department of Natioan heritage Scotish. The Guide to the Safety at Sports

Grounds (The Green Guide) . n.d. 20 April 2013.

.

World Tourism Organization. Youth Travel Matters Understanding the Global

Phenomenon of Youth Travel. Madrid, Spain: the World Tourism

Organization,, 2008. 12 March 2013.

.

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