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Published byRudolph Fleming Modified over 9 years ago
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Hotel Pattee Ian Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt
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Problems
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Problem 1 – Heads in Beds Problem 2 – Multifaceted Resort Problem 3 – Awareness & Image
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Secondary Research
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Local Area Population 7,981 Local Draw Golf Wine Tours Biking Competition Local Des Moines
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Industry Trends Consumer hotel spending 2012 - $101 2013 -$106 Hotel Pattee’s average rate per night is $110 The average traveller household income Leisure - $91,000 Business - $120,000
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Industry Trends Average occupancy rate is 64%. 40% business 60% were for leisure Leisure stays that consisted of two adults - 56% Hotel Visits by Ages 35-53 - 38% 55+ - 39
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Social Media Face book 3,162 Followers 741 Talking 509 Check-ins Average rating is 4.5 out of 5 stars Main users are 35-54 Twitter Followers -251 Following – 569 93 Tweets
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SWOT - Strength - Historical - Boutique - Reputation - Close to Des Moines - Bike trail nearby - Amenities - Weakness - Price - Location - Niche Market - Awareness - No brand name - Opportunity - Packages - New markets - Events - Growth of hotel - Growth of town - New owners - Threat - Hotel competition - Maintenance cost - Previous history - Far from major venues - Lack of local activities
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Primary Research
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Respondents 67% Male 33% Female 16.7% were 18-24 66.7% were 55-64 16.7% were 75+
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Primary Research Mediums used for hotel awareness Internet -83.4% Local TV- 66.7% Newspaper – 50% Magazine – 33.3% Cable TV – 33.3% Radio -16.67% Social media – 16.67%
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Primary Research 66.7% said #1 factor in hotel choice is Quality Willing to Pay $61- $80 – 50% $81- $100 – 33.33% $120+ - 16.67% Traveling from hotel to destination 50% would travel10-20 miles 50% would not travel more than 10 miles
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Target Audience
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35+ WHY?
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Target Audience
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Objectives, Strategies, and Tactics
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Objective “Our objective is to increase stays by 10% over the next two quarters by increasing returning customers by 5% and new customers by 15%.”
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Strategy “Our strategy is to raise awareness for the hotel by showcasing the hotels relaxing, international rooms as a local escape from daily life.”
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Tactic Showcase that the hotel is an escape from daily life though various mediums Billboard Interactive Internet Banners Radio TV
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Media Plan
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Creative Brief
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Objectives Increase the occupancy rate by 10% over the last two quarters of 2014 Increase social awareness by 10% more Twitter followers and 10% more Facebook likes over the last two quarters of 2014
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Demographics Men and women aged 35+ People interested in relaxing in a unique, one-of- a-kind setting People who may be in the area for events such as Ragbrai, sporting events, wine tastings and golf outings
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Creative Execution
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Africa Room Billboard
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Ireland Room Billboard
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Italy Room Billboard
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Italy Interactive Banner
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Ireland Interactive Banner
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Africa Interactive Banner
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Summary
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