Report on Contemporary Hotel Marketing

Running head: CONTEMPORARY HOTEL MARKETING
Contemporary Hotel Marketing
Name of the Student:
Name of the University:
Author’s Note:

1CONTEMPORARY HOTEL MARKETING
Executive Summary
Contemporary hotel marketing is much more concentrated on offering greater support for their
customer base through offering wide ranges of products and services depending on the needs of
the target market. The study has discussed the external environment of Sea World Resort Gold
Coast Hotel in Australia. From the analysis it can be found that, the hotel increased tax rate
imposed on luxurious hotel can increase the overall business cost of hotel. However, growing
inclination of people towards family tour can enhance the sales volume of the hotel. The hotel
faces tough competition from the direct competitors like InterContinental Sanctuary Cove Resort
and Royal Pines Resort in its domestic market. The study has also analyzed the internal
environment of the hotel. It has been found that wide service ranges of the hotels attract the
customers. However, lack of global presence can limit the sales volume of the hotel.
The marketing department of the hotel collects valuable information from the human resource,
finance and customer relationship management for developing effective marketing strategies.
Moreover, the study has targeted family members as its customer group. The study has set
effective objectives and goals of the hotel for next 12 months. Moreover, the study will grow its
domestic market by 12% and international family market by 20% with 12 months period. The
action plan of the study demonstrates the strategies and tactic to be taken for fulfilling those
objectives and goals.

2CONTEMPORARY HOTEL MARKETING
Table of Contents
1.0 Introduction................................................................................................................................3
2.0 Marketing Audit.........................................................................................................................3
2.1 Corporate Connection............................................................................................................3
2.0 Review of Products and Services..........................................................................................4
2.3 External Environment (PESTLE)..........................................................................................5
2.3.1 Political Factor................................................................................................................6
2.3.2 Economic Factor.............................................................................................................6
2.3.3 Social Factor...................................................................................................................6
2.3.4 Technological Factor......................................................................................................7
2.3.5 Legal Factor....................................................................................................................7
2.3.6 Environmental Factor.....................................................................................................7
2.4 Competitive Analysis.............................................................................................................8
2.5 Commercial Partners.............................................................................................................9
2.5 Market and Consumer Research..........................................................................................10
3.0 Internal Environment...............................................................................................................12
3.1 SWOT Analysis...................................................................................................................12
3.2 Internal Research.................................................................................................................13
3.3 Organizational Structure Audit............................................................................................14
3.4 Segmentation and Targeting................................................................................................16

3CONTEMPORARY HOTEL MARKETING
4.0 Objectives and Goals...............................................................................................................17
4.1 Action Plan: Strategies and Tactics.....................................................................................18
4.2 Resource Requirement.........................................................................................................19
4.3 Evaluation and Contingency Plan........................................................................................20
4.3.1 Key Performance Indicator...........................................................................................20
4.3.2 Priorities........................................................................................................................21
5.0 Conclusion...............................................................................................................................21
References......................................................................................................................................22

4CONTEMPORARY HOTEL MARKETING
1.0 Introduction
Contemporary hotel marketing deals with effective communication of hotel’s unique
feature among the customers (Espino-Rodríguez & Rodríguez Díaz, 2017). The hotel chosen for
this study is Sea World Resort Gold Coast hotel of Australia. The hotel provides best leisure and
hotel experience to the family travelers through attractive theme parks, luxurious rooms, fine
dining, conference hall, wedding ceremony and others. The study will discuss the corporate
connection of the hotel and review its product and service categories. The study will also assess
the external environment of the hotel through PESTLE analysis, competitive analysis, and
commercial partner analysis and market and consumer researches. Apart from that, the study will
also assess the internal environment of the hotel through SWOT analysis and internal research.
In internal analysis, the study will also examine the organizational structure and segmentation
and targeting analysis. Furthermore, based on the assessment, the study will set the objectives
and goals for the hotel. In this part, the study will frame an action plan with effective strategies
and tactics with resource requirement for achieving the objectives and goals. On the other hand,
the study will also evaluate and set contingency plans for tracking the performance of the
marketing plan.
2.0 Marketing Audit
2.1 Corporate Connection
Corporate
Mission
Statement
To bring people together from all cultures, ages and
backgrounds for enjoying their leisure experience and
highest theme park standard of quality.

5CONTEMPORARY HOTEL MARKETING
Corporate
Vision
Statement
To become the premier facilitator and provider of leisure and vacation
experience in the world
Goals of Hotel  To grow business from international family travelers by 20% for
upcoming 12 month
 To grow domestic family market by 12% in next 12 month
 To get highest Occupancy rate
 To provide best customer service experience from the experienced
and trained hotel staffs
Table 1: Corporate Connection
(Source: Seaworldresort.com.au, 2017)
2.0 Review of Products and Services
Sea World Resort Gold Coast hotel provides excellent experience of family
accommodation to the tourists in the highly decorated hotel rooms. The travelers can avail wide
varieties of rooms in the hotel including deluxe double room, premium king room, family resort
queen room and others. The hotel also offers various packaged deal like Unlimited Sea World
Holiday, VIP theme park package, Pool closure special, family holiday package, dinner and
show package and lot more. The customers can also avail fine dining experience with highly
delicious food items. Furthermore, the hotel also offers conference and even organization for the
business travelers. Apart from that, the customers can also book their wedding hall in this hotel
for getting an overwhelming wedding experience (Seaworldresort.com.au, 2017).