酒店管理行销__酒店市场销售开业筹备运作.pptx

See things differently A unique perspective on launching your new, refurbished or brand converted hotel Contents Marketing Basics Introduction Key Contacts/FTP Site Details Budget Recommendations Targeting Marketing Action Plan Timeline Templates New Hotel Opening Templates Brand Conversion and Refurbishment Templates Public Relations Country/Area Marketing Forums (CMF/AMF) Marketing Programmes Priority Club Rewards Business and Meetings Marketing Leisure Marketing Partnership Marketing Distribution Marketing Performance Marketing Local Hotel Marketing Support Sales Case Studies Checklist How To Use This Guide The See things differently toolkit for new hotel openings, refurbishments and brand conversions has been designed to provide you with a comprehensive sales and marketing solution to successfully launch your hotel. For ease of use we have broken the toolkit down into the following sections: Marketing basics Within this section you will find detailed information on how to set your marketing budget, how to effectively target your customers, how to develop a marketing action plan, and when to initiate your activities in the form of a timeline. Also within this section you will find a Contacts page for key marketing personnel who can assist you with your hotel launch and details of the FTP site where you can download a complete selection of marketing and PR templates to use. Templates The Templates section has been divided into new hotels and refurbishments/brand conversions. Within each section we have split the templates into pre-launch, launch and post-launch activities as the messages are different for each stage of the process. Finally we have divided each launch stage into the different markets you will need to target. This means you can present the right message, to the right target market, at the right time to ensure maximum revenue return. As mentioned earlier, all templates can be found on the FTP site and login details are provided on the Contacts page. These files can be given to your marketing agency (LAW Creative in the UK) to be adapted to your hotels specific needs. Public Relations The PR section represents an extensive guide on how to make PR work effectively and ensure maximised visibility for your hotel. The section covers both external and internal PR, providing you with a number of pre-developed press release templates for external customers and information regarding how to communicate and promote your hotel to IHG colleagues at hotels and corporate offices in EMEA. Country/Area Marketing Forums (CMF/AMF) The CMF/AMF section explains the purpose of the Country/Area Marketing Forums and how your hotel can participate. Marketing programmes This section provides a complete run down of all the centrally driven marketing programmes that will assist you in successfully launching your new, refurbished or brand converted hotel including: Priority Club Rewards Business and Meetings Marketing Leisure Marketing Partnership Marketing Distribution Marketing Performance Marketing Local Hotel Marketing Sales The Sales section discusses the role of EMEA Sales/Global Sales Middle East, how to successfully launch your hotel to the relevant sales teams and detailed information regarding iRFP. Case studies Information sharing from a selection of hotels that have successfully launched their new or refurbished hotel. Checklist A summary of the key initiatives that you need to action to ensure your hotel launch is a success. Marketing Basics Introduction Key Contacts/FTP Site Details Budget Recommendations Targeting Marketing Action Plan Timeline Introduction IHG is planning a comprehensive schedule of new hotel openings, refurbishments and brand conversions over the coming years, and to ensure we take full advantage of this exciting business opportunity, we have created See things differently. This substantial sales driven marketing toolkit will assist you in maximising every aspect of your opening, refurbishment or conversion activity and ensure we achieve utmost visibility for our superb brand portfolio. Objectives IHG EMEA Marketing is delighted to provide you with the tools to make your new, refurbished or brand converted hotel launch a great success. Over the past months we have consulted all relevant departments including Franchise, Sales, Marketing, Operations, Brand and PR to ensure all aspects of the business were considered. The results of many interviews and meetings are reflected in this toolkit. As well as marketing advice, budget recommendations and templates, this toolkit also provides a detailed overview of all the IHG EMEA Marketing activities that will help you drive incremental revenue into your hotel. PR, Priority Club Rewards, Business Marketing, Meetings, Conference and Event Marketing, Leisure Marketing, Partnership Marketing, Distribution Marketing, Performance Marketing, Local Hotel Marketing and Sales are all represented here to provide a complete guide on how to make the most of your new, refurbished or brand converted properties. The marketing templates provided here represent the development of the Crowne Plaza brand style to ensure that every communication we make to our customers and guests is consistently delivered both verbally and visually. This toolkit has been designed to be user-friendly and guarantees that the correct resources are identified, actioned and deployed. Good luck with your project we know youll be successful during this exciting time for us all! Key Contacts Please direct all enquiries to the EMEA Marketing Hotline: Telephone: +44 (0)1753 410 100 or contact: For Distribution Marketing (online/channel marketing) E-mail: For Trade they will alert you to special features, give you a good advertising position and run some editorial. Be sure to know when these publications run special features on event facilities in the local area and do look at readership profiles and circulation figures before you commit to any advertising space to ensure your targeting is as effective as it can be. National trade publications should also be considered, although these can often be expensive. If your budget does not stretch to communications via national trade publications a concerted PR effort including press releases, photographs and personal contact is a great way to tackle this target. Please see the extensive PR section in this toolkit for further information on how to make the most out of public relations for your hotel. Leisure In the leisure market segment IHG EMEA Marketing focuses on targeting affluent mature couples with a zest for life, travel and exploration the so-called Rainbow Generation. Go Discover, our leisure platform, is an excellent vehicle to target the Rainbow Generation and drive revenue from this target audience when business is light. The Go Discover platform offers a number of specifically targeted Experience packages through which you can market your hotel to this target audience. By loading package rates your hotel will benefit from increased exposure on the Go Discover website and other central marketing activities related to the Go Discover programme throughout the year. For further information please visit the Go Discover pages in the Leisure Marketing section of this toolkit. Partnerships with local attractions can also be a good source of leisure revenue. Whether it be theme parks, shopping centres, golf courses or any other kind of attraction, a partnership will not only make your hotel more appealing to leisure customers, but the cost of marketing activity can often be shared due to the dual promotional opportunity. In addition, you may even get access to your partners database for marketing purposes. Past leisure stayers are often likely to return for subsequent visits or you can identify new leisure feeder markets research indicates that a 2.5 hour drive-time is ideal for a leisure break. Work out this time from your hotel via good motorway links and target these locations via advertising or ask our sister hotels in the area if they can display flyers for you. Remember to also market your food and beverage facilities to your local market and consider messages such as early bird dining, family meals and Sunday lunch. For more information, visit the Local Hotel Marketing section of this toolkit. Targeting (continued) Photography Many of us are keen photographers and from time to time we can all take the great shots. However, when it comes to serious brand photography, professional photographers should always be used. All of the shots within the brand photo library will have been taken as high resolution images by skilled photographers using appropriate lighting. Often an art director will have been present to identify the most dramatic angles and subject matter and many of the shots will have been digitally enhanced. Badly taken or poorly lit shots will not be to brand standard, may not show your hotel looking its best and will not sit comfortably with other photographs in the Crowne Plaza brand portfolio. Make your hotel look fantastic by ensuring any photography is professionally taken. Marketing Action Plan Introduction Having analysed your marketplace to find your key customer targets, the creation of an action plan is a great way to organise your marketing activity through the pre-launch, launch and post-launch phases of your project. By splitting your overall plan into mini plans you can make sure that all target markets are engaged at the correct times with the right messages. The example shows three mini plans which will form part of the overall marketing action plan. Every plan will be different but as a guide, the following areas should be considered: Collateral Advertising HTML Advertising Events PR Marketing Action Plan (continued) Example Crowne Plaza Caserta COLLATERAL SeptemberOctoberNovemberDecemberJanuaryFebruary Leisure Markets Events Market Advertising in local press Advertising Frequent Business Travellers National MICE Magazine All Markets New business identified and brochure mailed to these Mailed to all new meeting enquiries Pre-opening brochure Hotel brochure All Markets Direct mailMailed to all new leisure targetsUse to target new meetings business Local Press Press releases EVENTS SeptemberOctoberNovemberDecemberJanuaryFebruary Events Events Opening Party for 700 Guests National Conference HTML ADVERTISING SeptemberOctoberNovemberDecemberJanuaryFebruary All Markets Hotel Website Meetings HTML Leisure HTML Local Corporates Exclusive Leisure Rates (all corporate employees) Establish marketing budget for all phases of the opening process. Create Local Marketing Action Plan to ensure visibility of your hotel is maximised. This should be reviewed and updated on a monthly basis both pre and post opening. Engage a marketing agency to assist with the development of marketing templates. If you are based in the UK and Ireland, contact LAW Creative (details supplied in Contacts section). If you are based outside of the UK and Ireland, please contact your Country Marketing Manager or IHG EMEA Marketing (details supplied in Contacts section) for guidance and advice on which agencies to use. To participate in VCRO or MACRO you should contact Distribution Marketing. Effectively highlight your potential customer base for targeting. View FTP (File Transfer Protocol) site (details supplied in Contacts section) for PDF references of the various templates available to launch your hotel. Engage the PR team, make them aware that you will be opening a new hotel and ask them for guidance and advice on which agencies to use (details supplied in Contacts section). Sign and return your CMF/AMF (Country/Area Marketing Forum) participation contract. PRE-LAUNCH: 96 months prior to opening Timeline Please use the timeline above as a guideline for your marketing activity prior, during and after your opening or major refurbishment/brand conversion. Dont forget to include your Ground Break which is a great PR opportunity! And remember to announce your hotels arrival by placing a hoarding on the exterior of the site. For smaller refurbishments or brand conversions the timelines above will only partly apply and actions may vary depending on each specific case. For guidance and assistance please contact the IHG EMEA Marketing team. Contact details can be found in the Contacts section. Provide the Priority Club Rewards team with information about your new hotel to be included in their quarterly paper statement. Its free and a great opportunity to market your hotel. Develop an e-mail banner to use on all of your communications. Organise a meeting with EMEA Sales, Global Sales Centre, Conference Crowne Plaza Glasgow voted citys best hotel; Winning Ways at Crowne Plaza London The City and Sun, sea and Crowne Plaza. For further information please contact the IHG EMEA PR team. Contact details can be found in the Contacts section. Country/Area Marketing Forums (CMF/AMF) Country/Area Marketing Forums What are Country/Area Marketing Forums and how can your hotel participate? Country or Area Marketing Forums are voluntary marketing forums made up of a nominated committee of representatives from franchise partners and hotels. Participants contribute additional marketing spend to the central fund over and above fees paid into the The extra funds allow IHG EMEA Marketing to develop additional revenue-driving marketing activities. Hotels and franchisees can take advantage of group buying to maximise exposure and supplement franchisee marketing activity. The CMF/AMF committee meets on a quarterly basis in a central location to discuss and agree on CMF/AMF funded past, current and future marketing activities. The marketing programmes and activities that are CMF/AMF funded are clearly marked as such in this toolkit to help you identify which initiatives your hotel can make use of depending on whether you participate in the Country/Area Marketing Forums. IHG system. For further information please contact IHG EMEA Marketing. Contact details can be found in the Contacts section. Marketing Programmes Priority Club Rewards Business and Meetings Marketing Leisure Marketing Partnership Marketing Distribution Marketing Performance Marketing Local Hotel Marketing Support Priority Club Rewards What is Priority Club Rewards? Extended check-out until 2pm based upon availability Weekday newspaper Transfer points between member accounts GOLD ELITE (stay 1549 nights or earn 20,000 points in a calendar year) Receive all club benefits plus: Priority Check-in on guaranteed reservations 10% bonus on base points Exclusive Gold Customer Service Phone Number PLATINUM ELITE (stay 50 or more nights or earn 60,000 points in a calendar year) Receive all club benefits plus: Priority Check-in on guaranteed reservations Complimentary room upgrades Guaranteed room availability (72 hours in advance) 50% bonus on base points Access to exclusive Platinum Elite Phone Number Priority Club Rewards is the loyalty programme of all IHG brands globally and the largest hotel loyalty programme in the world with over 33 million members. Not only is it the biggest, its the best, having been voted Best Hotel Loyalty Programme in the World two years in a row (2005 and 2006) by readers of Global Traveller Magazine and recognised as the UKs preferred hotel loyalty programme by SCORES*. In the EMEA region, the largest member bases reside in the UK, Germany and France. Who is it for? Anyone can join PCR. However its primarily aimed at: Frequent business travellers Frequent leisure travellers Less frequent travellers (as the points they earn never expire) Benefits to the customer There are three membership levels, offering the following benefits: CLUB LEVEL (stay up to 14 nights in a calendar year) Points that never expire No blackout dates for Reward Nights Collect points, miles or other partner credits *Syndicated independent hotel loyalty guest survey. E-Newsletter Benefits to the hotel Priority Club Rewards members: PAY MORE The Average Daily Rate (ADR) is typically 9% higher than non-members regardless of the booking channel. STAY MORE Our global multi-brand promotions, which are fully funded by Priority Club Rewards, typically generate uplift in room nights of 30% across all brands in EMEA. COST LESS Members are encouraged to book through low cost booking channels. In fact, Priority Club Rewards members are three times more likely to book online than non-members. Hotel actions Make sure you have a Priority Club Champion who is fully trained and can train other members of the hotel team Your PCR Champion will be sent details on the training Ensure your team is actively participating in the Team Rewards incentive Always maintain a good stock of enrolment forms Tell PCR members about your hotel To announce your hotels arrival (new, refurbished or brand converted) or to drive business into your hotel during need periods i.e. weekends, summer, during holidays, Priority Club Rewards offer a number of communication channels that are free of charge. 71 Paper statement Sent quarterly to approximately 260,000 members across EMEA Six language versions English, French, German, Italian, Spanish and Dutch E-communications Monthly e-statement sent at the beginning of each month to almost 400,000 members across EMEA Five language versions English, French, German, Italian and Spanish Monthly e-newsletter sent around the middle of each month to around 350,000 members across EMEA Priority Club Rewards contacts For Priority Club Rewards members: Call Priority Club Service Centre Telephone number: +44 (0)870 607 2582 E-mail: Visit For hotels: Call John Whitley: +44 (0)1753 410 358 E-mail: john.whit