Promotional Plan for Hotel Hydrangea: Marketing Environment Analysis

This report details a promotional plan for Hotel Hydrangea, focusing on the marketing environment, target audience, and communication strategies. The plan incorporates a variety of promotional methods, including email marketing, social media marketing (Facebook and Instagram), content marketing, and event marketing. The report examines the hotel's offerings, including accommodation, food, and activities, and its commitment to quality and sustainability. The promotional plan aims to increase global reach, engage customers, and highlight the hotel's ethical practices. Key performance indicators (KPIs) such as reach, engagement, and customer conversion rate are also considered. The report also highlights the use of mobile communication, blogs, and social media to reach the target market. The report emphasizes the importance of the customer experience, service quality, and the use of contests and discounts to attract and retain customers. The report also mentions the hotel's location, sustainable supply chain, cleanliness, and food quality. The ultimate aim is to create a premium experience for the customers.

PROMOTIONAL PLAN FOR
HOTEL
HYDRANGEA

OFFERINGS OF THE HOTEL

MARKETING ENVIRONMENT OF HOTEL
• Customers• Suppliers
• Financial
environmen
t
• Competitors
Accommodation Food and
Beverage
Leisure and
activity club
Staff and
management
Fig. Marketing environment

MARKETING MIX OF HOTEL
PRODUCT
PRICE
PLACE
PROMOTION
PROCESS
PEOPLE PHYSICAL
EVIDENCE
Accommodation, Hotel
Restaurant, Premium quality,
Furniture, Soaps, Shampoo,
food, adventurous activities
Differential pricing
UK- Near the beach of Brighton
Employees, management and
suppliers
Social media
presence- Facebook
and Instagram,
Digital marketing
Easy phone app
bookings and
cancellation, quality
service offerings
and active staff
attainment
Ambience and
luxury experience

PROMOTIONAL PLAN
Marketing communication opportunities:
20 billion Pounds of growing market for hotel industry
Forecasted tourism inflow in UK for 2019, 38.8 billion
Growing consumer spending power in United Kingdom
Communication channel:
Mobile Communications Channels- Messages and emails
Written Communication Methods- Blogs and content marketing
Social media marketing- Facebook and Instagram

PROMOTIONAL PLAN
Communication objectives:
To instill global reach for communicating the value offerings of
Hydrangea
To involve customers in the process of creating customized offerings
To communicate the ethical and sustainable practices of Hydrangea
Promotional mix:
Advertising through email marketing, social media and content
marketing
Sales promotion in the off seasons
 Public Relations through event marketing at Hydrangea

PROMOTIONAL PLAN
Promotional message:
Engaging content for understanding customer preferences
Blogs communicating the features of the offerings of Hydrangea
Campaign effectiveness: (KPI)
Reach
Engagement
Customer conversion rate

PROMOTION- FACEBOOK
Combination
of premium
and
reasonable
Attract-Convert-Close-Delight
Middle and
high income
group,
standard
lifestyle

PROMOTION- INSTAGRAM
• Engaging contests- Sales discounts
• Demonstrating staff service quality by posting video clips of training
• Incorporating the feature of Hydrangea App install for bookings
• Posting experiences of real customers

HOTEL ENVIRONMENT FEATURES
Formals for
reflecting
premiumness
Location- The
serenity of
beautiful sea
Sustainable
supply chain
Cleanliness
and food
quality