Strategic Management Plan for Eco Victoria Hotel

This document is a strategic management plan for Eco Victoria Hotel. It discusses the concept of Visitors Economy, market analysis, competitors, marketing and communication, and measures of success. The plan focuses on the construction of an Eco Hotel near Great Ocean Road in Victoria, Australia, to cater to environmentally conscious visitors and contribute to the development of the visitors economy. The plan includes target market analysis and features of the Victoria Eco Hotel.

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STRATEGIC MANAGEMENT PLAN FOR ECO VICTORIA HOTEL
Student’s Name
Course Name
Professor’s Name
University Name
City, State
Date

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Contents
Executive Summary.....................................................................................................................................4
What is Visitors Economy.......................................................................................................................6
Introduction.................................................................................................................................................7
b. Idea Generation.....................................................................................................................................11
Market Analysis........................................................................................................................................14
Competitors...........................................................................................................................................14
Marketing and Communication.................................................................................................................15
Measure of Success...............................................................................................................................22
Demand Differentiation.........................................................................................................................22
Concept and Implementation.................................................................................................................23
Key Personnel and Roles.......................................................................................................................23
Cost Validation and Budget...................................................................................................................23
Risk and Management...........................................................................................................................24

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Executive Summary
Visitors Economy is a concept that is now replacing the word and term commonly referred to as
tourism. We will be discussing the visitor’s economy in Victoria, Australia. Visitors Economy in
Victoria, Australia has maintained an increasing growth pattern. When there is an increase in the
number of visitors coming into Victoria, Australia, means that there will be an automatic boost in
the overall economy of Victoria, Australia. The future is bright for the economy of Victoria,
Australia as a result of the visitor’s economy. There is a direct contribution as the visitors in
Victoria, Australia pay directly either in foreign exchange or money already exchanged at the
point of entry into Victoria. There are three types of contribution the Visitors Economy
contributes to the overall economy of Victoria which is direct contribution, indirect contribution
and induced contribution. The future of the Visitors Economy in Victoria is very bright. The
visitor’s economy will continue to be a very key economic driver for victoria. Victoria is well
known for its different multicultural history, a unique and well known sporting activity, very
beautiful scenery and a welcoming lifestyle.
To contribute to the visitors economy in Victoria, Australia, an organization has come up with a
new innovative idea of constructing and Eco Hotel near great Ocean Road, Victoria which will
greatly help in the development of the visitors Economy in Victoria. The idea is Construction of
Victoria ECO Hotel. Why Eco Hotel, the reason is that the visitors economy is now finding
itself under threat as a result of heightened awareness by visitors on the impact this sector is
causing to the environment and as a result having an impact on climate change.

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From our research and the information already gathered, the Victoria Eco Hotel will first of all
be the only Hotel in the area that will be fulfilling the current need of the victor’s economy of the
ever increasing environmental conscious visitors, this will be the first business of its kind in this
area hence will be distinct and unique and one of its kind and will have its own unique customers
hence this Victoria Hotel already will have a competitive edge against all the hotels in the area.
Due to its unique offering Victoria Eco Hotel has set its Victors rate for its entire business
operations at 100%. To achieve this set of targets and objectives, a strategic management plan
has been put in place

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What is Visitors Economy
Visitors Economy is a concept that is now replacing the word and term commonly referred to as
tourism. The Visitors Economy as well known in Victoria Australia is a section of the economy
in Victoria Australia that has really maintained increasing growth pattern. The Visitors
economy can also be described and defined as any activity, either directly or indirectly
resulting from the visitors visiting, Victoria, Australia interacting with the places they are
visiting. These activities can include consuming goods and services which are provided
by local suppliers, interaction by employees who manage these places of interaction.
When there is an increase in the numbers of visitors coming to Victoria, Australia,
automatically there will be a boost in the economy of Victoria, Australia. To contribute to
the visitors economy in Victoria, Australia, an organization has come up with a new
innovative idea of constructing and Eco Hotel near great Ocean Road, Victoria which will
greatly help in the development of the visitors Economy in Victoria. From the
information gathered one of the current market needs is Environmental Conscious
Visitors - So many visitors are well informed before they make decisions on the
destinations of travel, they normally get concerned about the environment and how the
government of their choice travel destination is making an effort to conserve the
environment, so the Eco hotel is going to fill this need especially on the environmentally
conscious visitors

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Introduction
Visitors Economy in Victoria, Australia has maintained a constant growth pattern. Visitor
economy is a major foreign exchange earner into the economy. When there is an increase in the
number of visitors coming into Victoria, Australia, means that there will be an automatic boost in
the overall economy of Victoria, Australia. People are now more concerned with their health
and stability of the mind that travelling around, visiting other places has become the norm hence
the need to bank on the visitor economy to bring in more foreign exchange, create more
employment opportunities and boost the economy of Victoria, Australia. The future is bright for
the economy of Victoria, Australia as a result of the visitor’s economy. When the number of
foreigners who visit increases in Victoria, Australia, it automatically leads to the increase in
direct consumption in the hotel sector, restaurants, the tourism attraction centers, the logistic
sectors also benefits. The entrepreneurs, organizations and institutions supporting the visitor’s
economy also benefit, not forgetting that these organization have employees from Victorian,
Australia whoa are paid and inject the money back into the economy.
The Visitors Market In Victoria
Current Size of the Visitors Economy in Victoria, Australia
There is a direct contribution as the visitors in Victoria, Australia pay directly either in foreign
exchange or money already exchanged at the point of entry into Victoria.
a. Logistical Services including, Taxi, Car hire and Car Rentals, cruises, Air Travel, train and
shuttle services

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b. Entertainment at various spots
c. Travel Agency Consultations
d. Accommodation
e. Financial Services and facilities for exchange of money and card payments
There are the indirect contribution the visitor’s economy plays in the economy of Victoria,
Australia including the employee’s compensation in the entire visitors’ economy supply chain
like hotel employees, services providers, suppliers of food to the hotels and entertainment joints
and the various places of interaction with the visitors.
There is also induced contribution which contributes to growth of the Financial Institutions, the
construction and housing industry and the health sector, thus the benefit of the Visitors Economy
contributes to the very many sectors of the economy of this economy and not just tourism
A graph revealing approximate visitors International, Regional and Domestic in Victoria
Australia
Year (x) 2014 2015 2016 2017 2018 2019 2020 2021 2022
Number of Visitors
( in Millions) (y)
200 300 400 500 600 700 800 900 1000

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12/1/1899
12/1/1905
12/1/1911
12/1/1917
12/1/1923
12/1/1929
12/1/1935
12/1/1941
12/1/1947
12/1/1953
12/1/1959
12/1/1965
12/1/1971
12/1/1977
12/1/1983
12/1/1989
12/1/1995
12/1/2001
12/1/2007
12/1/2013
12/1/2019
0
200
400
600
800
1000
1200
1400
1600
1800
2000
No. Of Visitors
No. Of Visitors
Current Needs and Demands of the Visitors Economy in Victoria, Australia
The Visitors Economy has seen a growth and increase in the use of the internet including the use
of search engines, social media, digital marketing to search for information about the place to
visit, look for pictorial evidence, security issues and even to their bookings. The use of mobile
phones for navigation is also on the increase. New visitors also rely on word of mouth from the
previous customer experience; such information is readily available on the various social media
platforms.
Future Needs and Trends of the Visitors Economy in Victoria, Australia
The future needs and trend that the government of Victoria Australia to watch out for now and in
the future;

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a. Single Travel- Travelling for holiday is normally seen as a family affair. Currently even
married people with family are more into travelling for holiday alone and this trend is increasing
at a very rapid rate
b. Environmental Conscious Visitors - So many visitors are well informed before they make
decisions on the destinations of travel, they normally get concerned about the environment and
how the government of their choice travel destination is making an effort to conserve the
environment. Hence our organization is going to take up on this need and construct Victoria Eco
Hotel near Great Ocean Road, which apart from fulfilling this need to environmentally conscious
visitors will also contribute greatly to the development of the visitors economy
c. Business Work Holiday - Taking advantage of work travel to also holiday and relax, where
one is travelling for work and also decides to extend and make merry in their free time from
work
Current issues facing the Visitors Economy in Victoria, Australia
There are various issues currently facing the visitors Economy in Victoria, Australia, like low
international visitors coming to Victoria as their choice of destination. There is a very low
awareness of the local experiences and locals are not aware what is near them and how they can
experience such benefits locally and still with the local residents, mostly prefer to go out of
Victoria and fly out of the country rather than explore and experience what the country has to
offer. There is also low investment in this area of the visitor’s economy (Higgins, Omer and
Phillips 2015, p. 674)

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The Future of the Visitors Economy In Victoria, Australia
The visitor’s economy will continue to be a very key economic driver for victoria. Victoria is
well known for its different multicultural history, unique and well known sporting activities, very
beautiful scenery and a welcoming lifestyle. The Visitors Economy in Victoria has done so well
in the past years and the government of Victoria, Australia is very committed to grow this sector
and increase the number of visitors both locally and from other countries
b. Idea Generation
The idea is Construction of Victoria ECO Hotel. Why Eco Hotel, the reason is that the visitors
economy is now finding itself under threat as a result of heightened awareness by visitors on the
impact this sector is causing to the environment and as a result having an impact on climate
change. From the research we now have environmental conscious Visitors - So many visitors are
well informed before they make decisions on the destinations of travel, they normally get
concerned about the environment and how the government of their choice travel destination is
making an effort to conserve the environment. Hence our organization is going to take up on this
need and construct Victoria Eco Hotel near Great Ocean Road, which apart from fulfilling this
need to environmentally conscious visitors will also contribute greatly to the development of the
visitor’s economy
Target Market Analysis
From the research and the current need of an ever increasing number of environmental conscious
visitors and the need to protect the environment, as a result of increased awareness and
dissemination of climatic change and the impact the visitors economy has on the environment,
Visitors now believe that it’s the role of the visitors economy players in Victoria to incorporate

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the changes needed to protect the environment. So many visitors are willing to support and even
pay extra to the players in the visitor’s economy market who can adopt environment friendly
packages and procedures in their operations.
Visitors Economy
Although there are various players in the Visitors Economy in Victoria, in the Victoria Eco Hotel
construction project , the main area of focus will be upon environmental protection, conservation
and sustainability, talk about going green. . This will support the visitor’s economy as evidenced
from
a. Research evidenced based of ever increasing environmental conscious customers which has
been growing at an annual rate of 20% pa
b. Environmental Conscious Visitors now believe that it’s the role of the visitors economy
players in Victoria to incorporate the changes needed to protect the environment. So many
visitors are willing to support and even pay extra to the players in the visitor’s economy market
who can adopt environment friendly packages and procedures in their operations. Hence have
economic benefits for the visitor’s economy in victoria
Victoria Eco Hotel
Victoria Eco Hotel concentration will be environmentally sustainable. This hotel will be taking
advantage of the increasing legislation about environmental conservation and this can actually
lead to government supporting the construction through financial support and will also get the
support from the community who will also benefit from such initiative through conservation of
the environment and more employment opportunities. Within this strategic management plan

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document an overview response of the construction of the Victoria Eco Hotel business response
and performance and operations to be more environmentally sustainable. Based on the findings
that visitors are willing to pay extra for facilities that are environmental friendly, Victoria Eco
Hotel is a potential for revenue growth and hence a support to the visitors economy in Victoria
Eco Victoria Hotel Features
The unique features will be included in the architecture and building of the hotel which are
intended to use the latest technology that will be used and recommended for reducing the impact
that the visitors’ economy market has upon the environment. These unique features will include
energy conserving systems like installation of solar powered roofs and use of wind power to
generate energy, there will also be a waste recycling plant that will be recycling waste and water
which will be used in bathrooms, The Hotel will be going totally green in their approach to every
of their of their business approach. This going green approach will automatically provide a
competitive edge in the market and hence overall profitability of the business. As information
about global warming is increasingly being disseminated, visitors are now stricter in their
demands that the hotels they are visiting should also have an environmental saving statement and
would also want proof of the same. Eco Victoria Hotel is the first of its kind with structures and
business processes that provide the evidence needed
The Market
The visitor’s economy in Victoria has got so many hotels especially around the Great Ocean
Road area. Under normal circumstances this area is well occupied and there is no need for
additional establishments. From our research and the information already gathered, the Victoria
Eco Hotel will first of all be the only Hotel in the area that will be fulfilling the current need of

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the victor’s economy of the ever increasing environmental conscious visitors, this will be the
first business of its kind in this area hence will be distinct and unique and one of its kind and will
have its own unique customers hence this Victoria Hotel already will have a competitive edge
against all the hotels in the area. The entry into an environmentally friendly arena , will proof
that the Victoria Eco Hotel cares and is so concerned about the environment and can change the
mess that the visitors economy has created on the environment in an effective manner.
Customers
From the research and the current need of an ever increasing number of environmental conscious
visitors and the need to protect the environment, as a result of increased awareness and
dissemination of climatic change and the impact the visitors economy has on the environment,
Visitors now believe that it’s the role of the visitors economy players in Victoria to incorporate
the changes needed to protect the environment. So many visitors are willing to support and even
pay extra to the players in the visitor’s economy market who can adopt environment friendly
packages and procedures in their operations.

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Market Analysis
Customer Trend Current Situation Future Scenario Explanation
What experiences will
the visitors demand for
International travel has
become accessible and
frequent visitors and
travellers are demanding
for unique experiences
International tourism is
more appealing than
domestic tourism
A international
visitors are becoming
more popular, the
visitors will demand
unique experiences
Focus should be on
developing and
promoting the
experiences that Vitoria
government has to offer
for both International,
Region anal and
Domestic Visitors
How will Visitors access
information
Majority of visitors use the
internet to access
information
Mobile technology is also
being increasingly used to
access information
Visitor are increasingly
using social media
especially Facebook,
twitter and Instagram
This trend for using
the internet , social
media platforms and
mobile technology
will continue to be the
normal way of
accessing information
about destinations
Visitors just do not
want to have access to
information, they also
long to interact and
share their
experiences on social
media platforms ,
hence there is a shift
expected from using
internet and
organization websites
to look for
information to using
the social media
platforms
Build social media
presence throughout
available channels
(Olson, Slater, Hult and
Olson 2018, p. 62)

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Competitors
There are so many hotels in Victoria and especially around the great Ocean Road, but they do not
represent a treat to Victoria Eco Hotel because of its uniqueness. It is only Victoria Eco Hotel that will be
the first one of its kind in the area. A review of twenty Hotels in the area shows than not one hotel is keen
on environmental conservation
Potters Five Forces Analysis
a. Competitive Rivalry within Industry – This strategy adopted by Victoria Eco Hotel has a
total unique offering hence total differentiation and has a competitive edge over completion. The
research data has shown not only one in the area is keen on environment protection
b. Bargaining Power of Supplier – Victoria Eco Hotel will be dealing with various partners in
the visitor’s economy hence strategic partnerships and alliances will be key. The partners in this
arrangement will be benefitting from the hotel hence there will be a reduction of supplier power.
Competitive Rivalry
within Industry
Threat Of New
Entrants
Threat of
Substitute
Bargaining Power
Of Buyer
Bargaining
Power of
supplier

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c. Bargaining Power of Buyer – The offering provided by the Victoria Eco Hotel matches the
visitors need. Based on the information on the need of the visitors for the hotel to be
environmentally friendly, the Victoria Eco Hotel has already addressed this issue
d. Substitute Products – None of the hotels in the area is concerned about the environment
hence the hotels will have a difficult time trying to match Victoria Hotel, hence in the meantime
it like Victoria Eco Hotel will be enjoying monopoly in this area
e. Threat of New Entrants – This is not expected any time soon. This project is capital
intensive and the time taken to complete such an ecofriendly hotel will allow Victoria Eco Hotel
enough time to have dome aggressive marketing to make the Victoria Eco Hotel brand
sustainable in the market

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SWOT Analysis of the Victoria Eco Hotel
Strengths
 Eco Friendly
 Only Hotel that is Environmental
Friendly
 Partnerships and Strategic Alliances
Weaknesses
 The project is capital intensive
Opportunities
 Cooperating Government and
Stakeholders
 The visitors economy is ever growing
Threats
 Decrease of visitors arrivals as a result
of natural disasters like snakes attacks
 Increased number of crisis events
 Global Financial environment
Marketing and Communication
Due to its uniqueness Victoria Eco Hotel has set its visitors rate for its entire business operations
at 100%. To achieve this set of targets and objectives, a strategic management plan has been put
in place. The plan will concentrate on the following area;
a. Collaboration with travel agencies
b. Marketing Communications
c. Strategic alliance with ;

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 Victorian Government
 The Regional Tourism Sector
 Regional Tourism Board
 Representatives from the Visitors Economy supply chain including hoteliers, airline
representatives etc.
Marketing Strategy
The Marketing strategy will focus on
1. Aggressive International Marketing
2. Aggressive Domestic and Regional Marketing
3. Aggressive Digital Marketing
The target market of our activities will be
a. International Visitors
b. Regional Visitors
c. Domestic Visitors
Destination Experience awareness
When visitors think about victoria Eco Hotel, what comes to mind first?
 Protection of the environment hence protection of our future
POD and POP (Points of Difference and Points of Parity)

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There are so many establishments in Victoria, but with Eco Victoria Hotel the main focus will be
on Eco Friendly Visitors market and Sustainable Visitors Market and these two areas are the
future growth sectors of the visitor’s economy in Victoria.
UVP (Unique Value Proposition)
There are so many establishments in Victoria, but with Eco Victoria Hotel the main focus will be
on Eco Friendly Visitors market and Sustainable Visitors Market and these two areas are the
future growth sectors of the visitor’s economy in Victoria
Victoria Eco Hotel Action Plan
4 year Strategic Plan
Strategic Focus
To aggressively ,market Victoria Eco Hotel in collaboration with the various stakeholders in the
visitors market in Victoria to build and sustain awareness of Victoria Eco Hotel and leverage on
1 Year Operational Marketing Plan
ATL Marketing
Strategy
BTL Marketing
Strategy
Digital Marketing
Strategy

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marketing activities with our stakeholders including the Victoria Government, The regional
Tourism Sector and the Regional Tourism Board (Costantino, Gravio and Nonino 2015, p.1744)
Differentiation Strategies
Travel Agencies Relationship
Most of the visitors normally do their booking online bust still there is a percentage that still rely
on travel agencies to handle all the arrangement and bookings of the hotels. Eco Victoria hotel
will create relationships especially with those travel agencies that are concerned about sustaining
the environment and on going green. To make this relationship stronger Eco Victoraia Hotel will
be offering attractive discounts. During the official launch of the hotel, all our yravel agencies
will be booked into the hotel and taken for a tour around the hotel to enable them have a better
understanding of our going green nitative
Measure of Success
Successful implementation will be measured by
1. Visitation of the Victoria Eco Hotel website, and the numbers of enquiries
2. Social Media Engagement
3. Media Coverage, both international, Regional and Domestic
Demand Differentiation
The need for more information and awareness about the unique offering of Victoria Eco Hotel

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Concept and Implementation
Objective: Create, Increase and sustain brand awareness through aggressive marketing ATL,
BTL and Digital Marketing
Objective Action Expected Outcome
Create, Increase and sustain
brand awareness through
aggressive marketing ATL,
BTL and Digital Marketing
Driving marketing promotions
as a unique visitor and holiday
destination
Actual implementation of
sales and marketing activities
Increased numbers of victors
Key Personnel and Roles
This team will be collaboration between the following different collaborators including travel
agencies, tour operators, financial institutions
Cost Validation and Budget
Objective Action Plan Budget
Create, Increase and sustain
brand awareness through
aggressive marketing ATL,
BTL and Digital Marketing
ATL will include advertising
through
1. TVC
2. Print
3. Billboard
4. Internet

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Risk and Management
If Victoria Eco Hotel is to achieve the stated objectives on this strategic plan and the targets set
out, it will be of necessity to monitor the environment for any unplanned eventuality that has the
potential to negatively impact on the visitor’s economy. This plan will be reviewed quarterly and
were there in a problem corrective action will be undertaken (Akter et al., 2016, p. 113)
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