MARCOMS Report and Collateral: Raffles Hotels & Resorts Marketing Plan

This report, prepared by a student, provides a comprehensive marketing communication plan for Raffles Hotels & Resorts. It begins with an introduction outlining the significance of marketing in the hospitality industry, particularly for luxury brands like Raffles. The report details Raffles' corporate and marketing communication objectives, focusing on expanding its network and attracting younger, affluent travelers. It includes a thorough STP (Segmentation, Targeting, Positioning) analysis, identifying key customer profiles and market segments. The core of the report is the development of an integrated marketing communication plan, featuring a creative campaign concept titled "Emotional Lavish – Your home away from home." The report then delves into the strategic use of print advertisements, suggesting placements in magazines like World Travel Magazine, Condé Nast Traveller, and SilverKris. Furthermore, it outlines a detailed public relations (PR) plan, including internal and external communication strategies, such as opening events, annual events, and collaborations with PR agencies. The report provides a valuable framework for Raffles Hotels & Resorts to enhance brand awareness, engage with target audiences, and strengthen its market position.

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MARCOMS REPORT AND COLLATERAL
I. Introduction
Over the last few years, the hospitality business has been influenced significantly by the
tourism industry, hotels are expected to deliver not just a place to stay, but a first-class
experience in order to face an extreme international competition (Sun, 2011). Accor is more
than a world leader hospitality group which is providing exceptional and significant
customer experiences through a rich brand portfolio of 5000 hotels, resorts and residences
all over 110 countries in the world (Accor, 2020). In 2018, Accor’s revenue is 399 million USD
and it is continuing to grow steadily with a new Accor hotel opened every 24 hours (Accor,
2020). One of Accor Group luxury brands - Raffles Hotels & Resorts - is an iconic hotel chain
which provide legendary service since 1887 (The Raffles Story, 2020).
Raffles has an impeccable reputation, along with 16 most renowned hotel locations in 13
countries (The Raffles Story, 2020). One of the key points that leads to the success of Raffles
for decades is how they communicate with their customers in order to change and evolve to
keep up with their guests’ desires and expectations. In recent year, a growing attention
within the usefulness of marketing communications has been seen as major advantages of
creating a sustainable and successful brand (Keller, 2009).
Consumers consider themselves in a complicated marketing environment with
decentralized images and information, given the high scattered tourism and hospitality
industry. Accordingly, marketers within this certain field need to harmonize all messages
and channels to implement a clear, coherent messages throughout their marketing
strategies (Hudson, 2008). The Integrated Marketing Communication (IMC) model is a valid
answer to this necessity because it implements the comprehensive understanding of
marketing communications in addition to creating a clear message and gain significant effect
by combining components of the marketing mix (Keller, 2009). In order to give Raffles Hotels
and Resorts the most suitable marketing communication plan, this academic paper will be
divided into two parts. The first part is the marketing communication plan itself using the
marketing communication plan framework proposed by Tuckwell K. The second part is a
marketing brochure of Raffles Hotels and Resorts.
II. Marketing Communication Plan
1. Application of principles to practice
1.1 Corporation Objectives
Raffles Hotels & Resorts has clearly stated their corporation objectives is to expand their
network and pipeline to eight new hotel addresses by 2023 in six different coutries which
are China, Greece, India, Saudi Arabia, U.A.E and the United Kingdom. Additionally, the
hotel chain also sets their goal to increase the brand margin potential and achieve a RevPar
(revenue per available room) Index Performance of 107.

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1.3 Marketing Communication Objectives
As Raffles Hotels & Resorts appeal to be a bit discrete and old-fashioned, the hotel chain
aims to focus more on younger travellers in Asia Pacific so they need to slightly change the
brand perception into more friendly, stylish and closer to it customers. The marketing
communication objectives of Raffles Hotel & Resort will be continue to increase brand
awareness and knowledge of footprint among young and affluent travellers as well as
engaging them with the brand experience as the brand image will be more friendly and
closer to customers. The next goal is to push brand performance and credibility further by
creating a positive public image through public relations and advertising . According to Lan
Sun (2011), Raffles applied differentitation-based focused strategies for their corporation
therefor the next objective is to presenting their unique features and benefits in order to
attract their new targeted group. Moreover, Raffles need to increase the interation on social
media to better communicate with younger audiences.
2. STP Analysis
The current campaign will be segmented in reliance on geographic, demographic,
psychographic and behavioural elements. The figure below will illustrates the most suitable
segment for Raffles Hotels and Resorts:
Customer Profile
Geographic Asia Pacific
Demographic Age 25-55
Gender Both
Income USD$100K+/year
Education Well-educated
Behavioural Benefit sought Luxury, exclusive, experience
Occasion Spare time, special occasion
Client status Past, current, future potential customers
Psychographic VALS type* Experiencers, Achievers, Believers
Personality Sophisticated, classy, fashionable,
uniqueness
*VALS type:
Asia Pacific has been seen as a religion with a highest rise of luxury tourist in the world
and it persisted the market’s main driver (Kadam and Deshmukh, 2018). China has about 7
million outbound trip per year which helps them to be a leader in Asia luxury market,
followed by Singapore and India with a rapid growth of affluent travelers (ibid.).
Customers between the age of 51-69, also called Baby Boomers, create a large portion of
luxury travellers for a several reasons such as eco-tourism, medical touism or second
honeymoon (Bisht and Iqbal, 2016). However, Millenials (aged 20-40) are becoming a major
customers in tourism sector because of their rising interest in travelling (Gardiner et al.,
2014). This younger generations all have a favourable view in spending in travel instead of
physical assets (FutureCast, 2016). Customers are currently prefer the term “experiential
luxury”, for instance experience, seeing and doing new things, to having physical goods
(Euromonitor International, 2017). Besides, older millenials (from 30-40 years old) tend to
spend more of their income on “luxury get aways” as they are entering their peak earning
years (McGivney, 2016). Younger millenials consider luxury travel as their treat, this group is
constantly active on social media and follow the top luxury travel and hotel brands (Verb,

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2017). They are currently not financialy stable to affort such premium services but they can
develop an relationship with the brand and create their personal preferences. Therefore,
millenials should no longer be considered as immature young customers since they are now
among the most knowledgeable and experienced types of travelers.
3. Development of Raffles Hotel and Resorts marketing communicaton plan
The integrated marketing communication tools will be implemented to reach the
marketing communication objectives of Raffles Hotels as mentioned above.
3.1. The Creative Plan
The following creative concept will be established in order to deliver the message to
target audiences. Moreover, the next part will develop the use of advertising tools and the
reason Raffles hotels should utilize it.
Creative Campaign topic: “Emotional Lavish – Your home away from home”
The purpose of this campaign is to pull and engage with younger customers who interest
in unique and personalized experiences and also value an exquisite yet luxury lifestyle.
Moreover, the idea is to bring the brand closer to it audiences. This concept will be used
throughout selected media platforms and provide the brand nature which are
- A leader of worldly elegance and hospitality
- Luxury, unique and warm experience
- Not for all
This will be a suitable and efficience campaign for Raffles Hotels and Resorts because of
this following reasons:
- Delivering a high-end luxury standard carried by a generous, warm, welcoming
and discreet customer service is included in Raffles’s core value
- Raffles offers unique and personalized experiences
- Emotional luxury is one of Raffles Hotels & Resorts unique selling point which
differentiate Raffles to it competitors
The tone of voice of this campaign is adapted from Raffles Hotels & Resorts core values
which are: Gracious, Intuitive, Sumptuously pampered, Perfectly understood (Raffles, 2020).
3.2. Print Advertisements
The content of Raffle’s print advertisments will focus on promoting its unique and
personalized services (e.g: Sleep Rituals service) as well as the brand values throughout the
new concept which is “Emotional Lavish”. Raffles’s appearance in top magazines will mainly
target on younger audiences so the use of up-to-date media technology such as QR (Quick
Respond) code is necessary. Under each article, Raffles should put a QR code that link
straight to its official website to provide customers more information. Addtionally, the
applications of QR code can generate competitive advantage for corporations (Demir et al.,
2015). The following magazines was considered suitable for Raffles to place its
advetisements.
 World Travel Magazine
World Travel Magazine is one of the top luxury travel and lifestyle magazine established
in Singapore which is published globally (World Travel Magazine, 2020). The magazine

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released 6 issues per year which are accessible all over first and business class lounges at
top international airport, luxury hotels, resorts and private clubs, main newsstands and
bookshops (ibid.). Raffles should position its print advertisement in 2 issues which are
summer and festive season editions as these are peak travel time.
 Condé Nast Traveller
Condé Nast Traveller is a market leader in luxury travel and lifestyle magazine with 9
international editions, two of them are from Asia which are Condé Nast Traveler China and
India (Condé Nast, 2020). According to Condé Nast Traveller Media Kit (2020), the magazine
has a print readership of 1.1 million as 89% of them stated holidays are their personal
luxury. Moreover, the average age of their reader is 30-45 years old. This can be a favourale
point for Raffles because they can gain an outstanding number of target clients. The
advertisement will be placed in 2 issues which are considered to be the most the related for
Raffles:
- July/ August: “Summer Issue”
- September: “Body & Soul”
 SilverKris – Singapore Airlines inflight magazine
Singapore Airlines (SIA) is awarded as “World Best Airlilne” by Skytrax and it serves 1.6
millions passengers monthly with a network of 370 destinations in 86 countries (Singapore
Airlines Media Kit,2020). The report has shown that 74% of their passengers ẹnjoy reading
inflight magazine so the chance that Raffles can reach to it target audiences is relatively high
(ibid.). The cost of having a full-page advertisement is $26.000/month (ibid.).
3.3. Public Relations (PR)
Abdullah and Threadgold (2008) claimed in their report that in service sector, PR has
became more essential and required as businesses tend to expect a solid relationship
towards stakeholders, PR duties and function should be possible to facilitate in such
connections.
 PR Objectives
- Create opsimistic public awareness through related press and online media
- Construct and develop customers’ loyalty and trust in Raffles Hotels & Resorts
- Widen customer network by launching a new event
- Create a deep-rooted motivation of workforce to to spread the good picture and
influence of Raffles Hotels & Resorts
 PR Plan
Raffles should hired an external source to carry out it PR plan in order to approach
related and a suitable number of journalist and press. A suggestion PR agency for Raffles is
GHC Asia, the company is a leader in Public Relations field with a professional and
international team (GHC Asia, 2020). GHC Asia speacialized in travel and lifestyle PR with an
experience in working with Accor’s lux brands such as Sofitel, Fairmont, M Gallery (ibid.). By
working with GHC Asia, Raffles will have a chance to engage with the top luxury travel and
lifestyle magazines. The PR plan will be divided into these following sections:

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a. Internal communication: Raffles must persistantly have a two-sided interaction and
communication with employees in order to bring the best and most professional service
along with unique experience.
- Inform to its employees throughout e-newsletter about the corporation newest
information and strenghthen their commitment with Raffles’development
- Establish training workshop and team building quarterly to enhance customer
service as well as make employees better understand each other.
b. External communication:
- Opening event: As in Raffles’s corporation plan, Raffles is planning to open eight
new locations by 2023 and each of them should held an opening party hosted by
the hotel chain itself. Raffles should invite VIP guests, A-list celebrities, travel
influencers and bloggers in order to attract the new target segment which is
millenials. Along with exlusive guests, Raffles should contact with relevant
journalists and press, allow livestreaming.
- Annual event “The Art of Lavish”: Raffles should launch an event annually to
celebrate it birthday with a theme called “The Art of Lavish” along side with art
exhibitions and charity fundraising auction. Another special point about this event
is the dresscode theme will be change annually to attract younger customer
group. The e-invitation will be sent to loyal client, A-list millenial celebrities,
influencers and bloggers. The size of the party will be about 150-200 guests
including luxury travel and lifestyle jounarlists and press to raise brand awareness.
For this event, invited guests will have a chance to visit the most luxurious suit at
a hotel.
- Press releases: In order to increase media coverage, Raffles should issued press
release frenquently. The content will be about new update and development of
the brand.
- Press interview: Before and after any event such as “The Art of Lavish”, there will
be a press conference with a specific spokeperson to gain effective media
exposure of related press.
3.4. Digital Marketing
Millenials are known as “Digital Native” and also called GenNext, Google generation,
netGeneration which mean this generation is deeply engage with digital technologies
(Schiopu et al., 2016). Within this Web 2.0 era, Raffles need to be adaptable and keep up
with the dynanism of the time. In order to do that, an efficient digital marketing is required
to establish
3.4.2. Social Media
 Instagram:
According to Statista (2020), Instagram is a media platform for young users with half of
the app’s user are younger than 34 years old. With more than 500 million accounts active
daily, it is a great opportunities for Raffles to engage and build relationship with target
audiences (Instagram for Business, 2020).
- Instagram Story: Raffles need to focus more on promote it brand on Instagram
Story as it did a good job on manage their Instagram post. Their are 300 million
users use Story everyday so Raffle should update their story daily and the content

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will be more casual compare to regular post. Raffles need to utilize Instagram
story features such as polls, boomerang, location, Q&A, etc. Moreover, influencer
marketing and instagram story can create a great combinition where Raffles will
get an influencer to host their stories for a day to do a Q&A section or to create a
hotel tour.
- Hashtag: Raffles will use Instagram hashtag which are revelant to its new
campaign such as #EmotionalLavish #Yourhomeawayfromhome
#EmotionalLuxury.
 Facebook:
- Raffles will utilize Facebook new feature: livestreaming as the demand for video
content is increasing. Raffles can use Live Video feature to livestream on
upcoming events to interact not only with guests but also online audiences.
Livestreaming can be use inside the kitchen where the chef is making a special
dish or when there is a imediate special announcement.
- Video 360 can also be used to showcase the hotel’s facilities especialy hotel suits
to provide customer an in-depth experience.
 Tiktok:
On the report of Mohsin (2020), Tiktok has 800 million active users worldwide which
available in 155 countries. Moreover, Tiktok users spend an average 52 minutes per day on
the app (ibid.) Raffles will applied Tiktok to get closer to younger audiences by using its own
employees to appear on short videos. Raffles can duplicate hot trends on Tiktok or become
a trend-setter by create a challenge called “Raffles check” where the hotels can show its
hotel facilities. This will prove that Raffles’s staffs are not only professional but also appear
to be friendly and joyful.
3.4.3. Influencer Marketing
Influencer marketing is now one of the most effective marketing tools. Solis and Webber
(2012) stated that “ Business will spark beneficial word of mouth, create brand lift, and
ultimately influence the actions of other consumers much more authentically than does
traditional marketing”. Raffles will devided its influencers in two group which are paid and
unpaid influencers:
 Paid Influencers: Raffles will work with IMA (https://imagency.com) which is a
leading agency for influencer marketing strategy. This collaboration will helps
Raffles to attract top global celebrities and to have an authentically engagement
with target audiences. Emma Watson and Elle Fanning is Raffles’s top choices
because they are not only young but also have a elegant and classic style which is
suitable for the hotel’s concept.
 Unpaid Influencers: Micro-influencers are people have 5,000 to 100,000
followers, with a loyal followers and have a higher chance to interact with
audiences. In exchange for content development and review, Raffles will offer
them interests such as free hotel stays.
III. Conclusion
To sum up, Raffles will applied and intergrated all of these marketing communication
tools above in order to achieve the organization’s marketing objectives. These tools will be

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implemented and evaluated for the next six months and if the plan meets all of the success
criterias, Raffles will considered it to be the company’s long term marketing communication
plan.
IV. Reference list:
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