Twin Farms Hotel Marketing Plan: Customer Engagement & Digital Use

This report provides a comprehensive marketing plan for Twin Farms Hotel, a luxurious establishment known for its sophisticated ambiance and unique art collection. The plan includes a marketing mix strategy focusing on product, price, place, and promotion, emphasizing contactless services and attractive offers to adapt to post-pandemic consumer behavior. An internal (SWOT) and external (PESTLE) analysis identifies the hotel's strengths (location, amenities), weaknesses (lack of marketing), opportunities (attracting customers), and threats (competition). The report also highlights the importance of creating customer value through digital marketing channels, social media campaigns, and loyalty programs to enhance customer engagement and build a loyal customer base. The plan concludes by emphasizing the need for continuous adaptation to market dynamics and customer preferences to ensure the hotel's competitive advantage.

Marketing plan

TABLE OF CONTENT
Introduction......................................................................................................................................4
Main body........................................................................................................................................4
Marketing mix...........................................................................................................................4
SWOT analysis.........................................................................................................................5
Pestle analysis...........................................................................................................................5
Creating customer value and engagement................................................................................6
Effective use of digital marketing.............................................................................................6
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

Introduction
Marketing plan refers to the strategy that the hotel make in order to enhance the
marketing activities of the hotel and to analyse the internal as well as external environment of the
industry it is important for the hotel to strategies in advance so that they can work efficiently in
the continuously changing and dynamic environment of the industry (Tkaczynski and Rundle-
Thiele., 2019). In case of twin farms, the hotel is one of the most elegant and luxurious hotel.
With a sophisticated yet eccentric private art collection throughout 20 uniquely-designed
accommodations ensconced in 300 acres, Twin Farms customizes every detail. It is a classic and
sophisticated 1795 farmhouse style hotel. In this report, a marketing mix which can help the
hotel in making strategies regarding marketing plan is given (Bond and Lester., 2019). The
report also covers internal as well as external analysis of the industry including factors which can
impact the workings of the hotel. Along with that the creation of customers value as well as the
effective use of digital marketing is provided.
Main body
Marketing mix
It refers to the framework which helps the hotel in making strategies and will also help
the hotel in attracting customers specially post pandemic as customers are really focusing on the
products and services of the hotel and are preferring hotels which are providing safe and secure
products as well as services.
 Product: it refers to the actual item that the hotel that they are offering to their customers. It
is important for the hotel to provide contact-less services as much as possible (Pride and
Ferrell., 2021). It is important for the hotel to make sure that their staff members are wearing
masks and are following proper rules and regulations required so that the guest feel safe and
like the services of the hotel.
 Price: it refers to the charges that the hotel is taking from their customers in return to the
products and services they are providing to their customers(Direction., 2018). It is important
for the hotel to understand that after the pandemic, people are very much careful about
selecting their hotels ad their is not much travelers as well. The hotel must provide discounts
and offers to their customers so that they will be able to attract customers.

 Place: it refers to the location of the hotel where the hotel is actually situated (Park., 2020) .
In case of Twin Farm the hotel is situated in a beautiful village and provide a vintage vibe to
the customers which is highly beneficial for the hotel.
 Promotion: it refers to the promotion and marketing activities that the hotel is taking into
consideration (Gausselin., 2019). it is important for the hotel to use effective marketing
strategies post pandemic and one of the most effective marketing strategy that the hotel can
use is digital marketing strategy.
SWOT analysis
 Strengths: The biggest strength of the hotel is its location. The hotel is situated in a
beautiful and peaceful village and blend seamlessly in the environment (Elmessory., 2019).
The rooms of the hotels ate spacious and contain high class amenities which provide their
guests a exceptional and comfortable stay.
 Weaknesses: One of the biggest weakness of the hotel is that they are not having effective
marketing plan which can help them in carry on with their marketing activities and will also
help them in attracting customers and in increasing brand awareness.
 Opportunities: the biggest opportunity that the hotel is having right now is to attract
customers with the help of effective marketing strategies (Campos., 2019). The hotel can
provide more information about their best in class and safe services to the customers which
will help them in attracting customers post pandemic.
 Threats: it is important for the hotel to major emphasis on the activities of the competitors
as the hotels are using advanced technology which are helping them in creating much more
safer environment for their customers (Chaffey and Ellis-Chadwick., 2019) . It is important
for the hotel to try to inculcate technology which can help them in attracting customers.
Pestle analysis
Political factors: The government of UK is highly stable and are helping their home
countries in surviving in the market specially after the pandemic (Hansen and Juslin., 2018). It is
important for the hotel to make sure that they are availing the advantages provided by the
government so that they can survive in the market.
Economical factors: it refers to the factors which inculcates the economic performance
of the country in which the hotel is situated. The pandemic has impacted the economic

performance of the countries severely. Not only UK but other countries are also suffering from
economic slowdown.
Social factors: it refers to the factors which tells the hotel about the rules and norms of
the society In which the hotel is operation (Bly., 2018). As the hotel is present in a peaceful and
beautiful village the hotel is not facing any issues from society and people are happy with the
hotel and its operations as well.
Technological factors: It refers to the factors which tells the hotel about the
technological advancement prevailing in the market (Hoare., 2018). It is important for the hotel
to make sure that they are having best technology which can help them in providing better
services to the customers and in having competitors advantage in the market.
Creating customer value and engagement
In order to create customer value and to attract customers towards the products and
services of the hotel it is important for the hotel to make sure that they are using effective
marketing channels (Dominguez Mantilla and Gonzalez Gil., 2020). In order to provide
information about the services and products of the hotel, the hotel must use digital marketing
channels. Along with that the hotel must offer special discounts to their customers on essential
services which will help the hotel in attracting more customers. These offers can include gift
cards, loyalty points, etc. It will help the hotel in retaining their customers.
Effective use of digital marketing
The hotel must make sure that they are using social media platforms as well as web
browsers in order to promote their products and services (Gonçalves., 2020). It is important for
the company to make sure that they are reaching out to a larger audience and providing them
information about the changes that the company have made in their products and services
specially after pandemic. It will help the company in attracting customers and will make sure that
the company is having a loyal customer base. The social media marketing campaigns will help
the company in reaching out to millennial as it has been observed that the majority of the
travelling population is millennial and to attract that market segment, social media platforms are
the best way (Berkowitz., 2021). The company can hire a digital marketing expert who can help
them in their social media marketing management.

Conclusion
From the above report it is concluded that marketing plan is one of the most important
strategy that has to be made by the hotel as it will help the hotel in understanding their markets
and will also help them in understating their customers base which they need to attract. It is
important for the companies to make sure that they are providing products and services
according to the needs of the customers so that they can survive in the market. In this report and
analysis of the internal as well as external factors is provided along with the marketing mix
which can help the hotel in making strategies accordingly and will also help them in having
competitors advantage in the market.

References
Books and journals
Berkowitz, E.N., 2021. Essentials of health care marketing. Jones & Bartlett Learning.
Bly, R.W., 2018. The Digital Marketing Handbook: A Step-by-step Guide to Creating Websites
that Sell. Entrepreneur Press.
Bond, J. and Lester, A., 2019. Moving Communities Forward: Social Marketing and Social
Change for Transportation (No. CTEDD 017-06).
Campos, J.V., 2019. Plano de Marketing para a Paróquia de Poiares (Master's thesis).
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson uk.
Direction, S., 2018. Influencing the influencers: Using upstream social marketing to make
changes at the top. Strategic Direction, 34(12), pp.15-16.
Dominguez Mantilla, J.M. and Gonzalez Gil, D.C., 2020. Elaboración de un plan de marketing
para el Supermercado MERCA RAPIDO EXPRESS.
Elmessory, M., 2019. Definition of Marketing.
Gausselin, B., 2019. Impact of Nike Inc.'s Utilization of Social Issues in Their Marketing
Strategy on Brand Equity, Brand Image, and Brand Loyalty (Doctoral dissertation).
Gonçalves, F.D.N., 2020. Plano de marketing para a venda de sistemas de gestão por
assinatura (Doctoral dissertation, Instituto Superior de Economia e Gestão).
Hansen, E. and Juslin, H., 2018. Strategic marketing in the global forest industries.
Hoare, T., 2018. The viticultural and marketing road to alternative varieties: Part 2: The
marketing and making. Wine & Viticulture Journal, 33(4), pp.77-79.
Park, S., 2020. Marketing management (Vol. 3). Seohee Academy.
Pride, W.M. and Ferrell, O.C., 2021. Foundations of marketing. Cengage Learning.
Tkaczynski, A. and Rundle-Thiele, S., 2019. Is destination marketing missing the mark? A
Fraser Coast segmentation analysis. Journal of Destination Marketing &
Management, 12, pp.12-14.