Tourism and Travel Report: Hotel Montreal Marketing Strategies

This report examines the tourism and travel strategies employed by Hotel Montreal, a luxury hotel in Christchurch, focusing on its unique offerings and marketing techniques. The report delves into the responsibilities of the public relations team in promoting the hotel's brand and services, particularly its remote control rooms and mobile apps. It explores effective sales management strategies, including leveraging technology to improve services and maximize efficiency, understanding technology-based self-services, and implementing direct booking, guest reward, and revenue management sales strategies. Furthermore, the report analyzes various electronic marketing techniques, such as enhancing the hotel website for search engines, boosting social media communications, mobile advertising, Google Maps optimization, and high-quality commercial photography. The conclusion emphasizes the importance of adapting to online marketing and the benefits of remote control rooms and mobile apps for customer satisfaction and competitive advantage. The report references several academic sources to support its findings.

Running Head: TOURISM AND TRAVEL
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Tourism and Travel
November 13
2018

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Contents
Introduction.................................................................................................................................................2
Responsibilities of the public relation team at Hotel Montreal....................................................................2
Effective management of the sales team for unique remote control rooms and hotel mobile apps..............3
Using technology to improve the services and maximize its efficiency...................................................3
Understanding the technology based self-services and accordingly use the marketing strategy..............4
Hotel direct booking sales strategy......................................................................................................4
Guest Reward Sales Strategy...............................................................................................................4
Revenue Management Sales Strategy.................................................................................................5
Electronic marketing techniques at hotel.....................................................................................................6
Enhance Hotel website for the search engine...........................................................................................6
Boosting communications on social media channels...............................................................................6
Mobile advertising...............................................................................................................................7
A well optimized and managed Google maps listing...............................................................................7
High-quality commercial photographs.................................................................................................7
Conclusion...................................................................................................................................................7
References...................................................................................................................................................9

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Introduction
Tourism is travel for relaxation, amusing and business purpose in human life tourism is a
known affair. It also supports social and economic growth as it is one of the growing industries
in the world. This introduction is about spending everyday life in the digital world and this
focuses on the hotel industry; The Montreal is one of the luxuries hotels in Christchurch.
Montreal is vibrant in nature. And the most vibrant and attraction point is the large remote
control rooms with kitchenette and balcony at hotel Montreal. Here, in this report, Montreal
provides their two important products that are the remote control room service and mobile apps
for customers ease. It uses various tactics to drive its effective remote control and mobile apps
practices; it also uses many electronic marketing techniques to influence lots of potential
customers or tourists (Wang, 2012). For influencing tourists and increasing awareness about
sustainable tourism product Montreal provides online services, promotes public campaigns, it
helps in developing a healthy environment and culture by playing an important role towards its
strategic planning and setting an idea for its growth and success.
Responsibilities of the public relation team at Hotel Montreal
Responsibilities of a public relation team are to perform specific duties to promote brand
and awareness about the hotel and its unique and beneficial luxury services of their remote
control rooms and to promote their mobile apps (Linton, 2016). Increasing market shares and
coordinating and assisting media with the required information and the planning for the proper
media coverage are also comes under the responsibilities of a public relation team. To support
the business goals, execute marketing activities and annual public relations at the hotel are the

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primary responsibilities (Insights, 2015). Public perception is an important part to run especially
a hotel business successfully. There are also some points that cover the responsibilities of public
relation:
1. To the sustainable clients offering the travel tips along with great lifestyle and the
room services.
2. Identifying the problem areas for the customers for using the remote control rooms
and their mobile apps.
3. Changing mind of the public about the hotel for any negative perception or thought
and opinion that they could have held.
4. Coordination between the people such as vendor, media, employees and the important
customers who all are involved in running the hotel business successfully.
Effective management of the sales team for unique remote control rooms and hotel mobile
apps
Sales are an important function of any organization, where the skills of effective sales
management help in improving social and economic factors. It helps in operational activities to
get the customer in successfully. It also influences customers by doing their creative and
effective activities. Responsibilities of a sales team include many activities for the effective
results in the end.
Using technology to improve the services and maximize its efficiency
Technology improves efficiency as well as the end results by boosting revenues at the
hotel industry. Connecting to the internet and technology 24*7 is became a trend in this 21st
century. It also helps in providing the success by impacting on the major parts at the hotel to get

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the things done in a minimum time and it also provides different hats on the specific moments at
the hotel to handle the problems as well as celebrate the moment.
Understanding the technology based self-services and accordingly use the marketing
strategy
To run a business successfully using effective sales strategies are the most important part
of the business. For meeting the targets and the population of their local destination it is
important to implement a marketing campaign and sales strategies to get the best results. There
should be a brand message to communicate to the customers and the local people to get
influenced for enjoying the technology based self-service where they don’t need to move from
one place to another to turn on the light or turning it off, everything will be in their hands. Easy
to manage and effective to make people lazy and using their all-time for relaxation. It also helps
in maintaining the competitive advantages in the market. There are some strategies that Montreal
implements at the hotel to drive the sales management successfully.
Hotel direct booking sales strategy
This includes the investments in online hotel and rooms booking sales system that syncs
with the property and the existing website system. This helps in promoting the web based mobile
apps that people use for promoting their hotels and by providing services in one step or one click.
Guest Reward Sales Strategy
There are many people who travel very often, in this case, they become the most awaited
customers for the hotel or regular one. By using the guest reward sales strategy hotel can show
values towards their clients or guests who stay frequently. This will help in generating the repeat
bookings, which every hotel operators look for (SiteMinder, 2017).

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Revenue Management Sales Strategy
With the unique remote control room services, the hotel can use this sales strategy to
increase the number of rooms for booking in a particular year at any point in time. Revenue
management strategy includes the deduction in the cost of room rates during the low season, for
an increase in the bookings. And the peak time hotel operators use the opposite strategy, they
increase the value of rooms which is a good profit for them, people are willing to even a high
rate for getting a room. Especially when they get remote control room services, this influences
customers to visit the hotel again (SiteMinder, 2017).
Effective sales management has many other responsibilities that they need to cover under
few points that are:
1. This can include the SWOT analysis that stands for strengths, weaknesses, opportunities,
and threats of the organization that covers most of the core points and also considered as
the soft metrics of the organization. This helps in understanding the proper structure of
the team and to allocate tasks accordingly (Social Tables, 2018).
2. Be updated on social media channels to keep get a competitive advantage in the market.
Also to get the feedback from the customers for providing better results Tsai, Tsang, &
Cheng, 2012).
3. Taking advantages of seasonal festivals and local events by providing beneficial deals.
4. Trained and make employees or people in work updated with the proper information
about the hotel those are in direct access to the customers.
5. Providing best and beneficial hotel services to the regular customer for long-term
visibility and exciting offers for new customers.

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6. Retain the current customers by organizing the loyalty programs, by adding special perks.
And this can communicate via mail campaigns or social media advertising as it is easier
than attainting new customers (SiteMinder, 2018).
Electronic marketing techniques at hotel
Technology makes a man life easier. E-marketing is a modern technology to search the
information via internet and mobile. The importance of e-marketing has increased with the
increased number of internet users (Sotiriadis & Van Zyl, 2013). For the hotel industry, it plays
an important role to be updated and competitive in the tourism market. Using ICT (information
and communication technology) now becomes a need of hotel industry (Theobald, 2012). To
target their goals and promoting products as their rooms the hotel Montreal applies some
techniques and methods of e-marketing that are:
Enhance Hotel website for the search engine
The most crucial strategies or the techniques for the hotel industry or the hospitality
marketing involve ensuring the visibility of the search engines of the hotel’s website. This is a
process called SEO (search engine optimize). Which helps in improving the hotel’s website as a
more likely and shown up on someone’s searching for the ‘book a hotel’ in the related city (Web
FX. 2018).
Boosting communications on social media channels
For promoting their unique product services creating social media channels is the most
recommended for any hotel. Montreal also creates the pages on social media channels to attract
their customers, fans, and followers. But improper details and not to be updated on those
channels can lead to fewer followers that the number of people they expected (Theobald, 2012).

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Mobile advertising
Nowadays, mobile advertising is increasing quickly since the mobile device has
improved screen resolution wise due to connectivity speed. Also, mobile devices are easily
available with every individual, and people use to take most of the information via this handy
device, for efficient and effective advertising plan for the mobile devices people use it as a
product of mobile apps and as a technique for hotel promotions (Moutinho, 2011).
A well optimized and managed Google maps listing
Mobile apps help in providing the proper information about the hotel and its services.
Having a Google maps listing to get the positive reviews for the hotel is very important. And it
should be under controlled by the trained engineers (Moutinho, 2011).
High-quality commercial photographs
By using an effective mobile app product the hotel uses for their first impression for the
customers by uploading or showing photographs of hotel rooms and ambiance, which attracts
them to visit the hotel especially when they see a unique remote controlled room (Theobald,
2012).
Conclusion
In the conclusion of the above the text, travel and tourism play an important role at the
hotel industries. The advertising and the marketing switching from the tradition or manually to
the online is the biggest advantage for the hotel industry. Most of the people are now in a habit of
using technology based services where it is at hotel or their individual’s life. Remote control
rooms are the considerable services for customers, and they want to enjoy it especially when they

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are on a vacation. And mobile apps help in promoting this service by providing the detailed
inform ation to customers. Organizing the events at the peak time or at the festive season helps in
getting the competitive advantages also it attracts the customer’s attention. Use of internet
marketing and online booking has considerably increased, it is beneficial for the hotel industry
and as well as for the customers.

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References
Insights. (2015). Why having a good PR strategy is essential in the hotel industry. Retrieved
from: https://insights.ehotelier.com/insights/2015/02/16/good-pr-strategy-essential-hotel-
industry/
Linton, N. (2016). The Importance of Public Relations for Hotels. Retrieved from:
https://www.outlierpr.com/single-post/2016/07/25/The-importance-of-public-relations-
for-hotels
Moutinho, L. (2011). Strategic management in tourism 2nd ed. London: Cabi.
SiteMinder. (2017). Essential strategies to increase your hotel room sales. Retrieved from:
https://www.siteminder.com/r/hotel-distribution/hotel-revenue-management/strategies-
increase-hotel-room-sales/
SiteMinder. (2018). How to successfully manage a hotel. Retrieved from:
https://www.siteminder.com/r/trends-advice/hotel-management/successfully-manage-
hotel/
Social Tables. (2018). 7 Hospitality Sales Tips to Conquer Your Revenue Goals. Retrieved from:
https://www.socialtables.com/blog/hotel-sales/hospitality-sales-/tips
Sotiriadis, M. D., & Van Zyl, C. (2013). Electronic word-of-mouth and online reviews in tourism
services: the use of twitter by tourists. Electronic Commerce Research, 13(1), 103-124.
Theobald, W. F. (2012). Global tourism 3rd ed. London: Routledge.

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Tsai, H., Tsang, N. K., & Cheng, S. K. (2012). Hotel employees’ perceptions on corporate social
responsibility: The case of Hong Kong. International Journal of Hospitality
Management, 31(4), 1143-1154.
Wang, X. L. (2012). Relationship or revenue: Potential management conflicts between customer
relationship management and hotel revenue management. International Journal of
Hospitality Management, 31(3), 864-874.
Web FX. (2018) 5 Profitable Internet Marketing Strategies for Hotels. Retrieved from:
https://www.webpagefx.com/industries/tourism-hospitality/hotels/