Marketing Report: Wedgewood Hotel & Spa - Strategies and Environment

This report provides a comprehensive marketing analysis of Wedgewood Hotel & Spa in Vancouver, focusing on key marketing essentials. It covers the marketing mix (product, place, price, promotion), micro and macro environmental factors including a PESTEL analysis, and strategies for creating customer value and engagement. The report also highlights the effective use of digital marketing technologies to promote the hotel, attract customers, and enhance brand image. The analysis includes a SWOT analysis to evaluate the hotel's position in the market, identifying strengths, weaknesses, opportunities, and threats. The report concludes by emphasizing the importance of a well-defined marketing plan and the positive impact of digital marketing on attracting and retaining customers.

Marketing Essentials

Table of Contents
INTRODUCTION (100).................................................................................................................3
MAIN BODY..................................................................................................................................3
Marketing Mix.............................................................................................................................3
The Marketing Environment (Micro)..........................................................................................4
The Marketing environment (Macro) PESTEL...........................................................................4
Creating Customer Value and Engagement.................................................................................5
Effective use of Digital Marketing..............................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
The chosen Hotel from the Relais and Chateaux is Wedgewood Hotel and Spa located in
Vancouver. The main purpose of the marketing plan is to define the objectives of the business
that are connected to the mission and vision of the company. It helps in the growth of the
business as it specifies the relevant marketing strategies which helps in attracting new customers
resulting in increase in customer base (Han, and et.al, 2019). The report covers the marketing
mix, micro environmental factors of the chosen company, analysis of external factors. Along
with this, the report also reflects on the importance of digital marketing for the business.
MAIN BODY
Marketing Mix
 Product: Wedgewood Hotel and Spa is located in Downtown Vancouver and the hotel is
individually owned and not a product. The company provides various facilities such as
spa and has its own restaurant for better customer experience (Toma, and Grădinaru,
2018.). The hotel offers guests rooms, food and beverage, spa and various other facilities
for the convenience of the guests.
 Place: The Hotel is located in Downtown Vancouver, that is neighbourhood of
Vancouver and is in the city centre and is located near the beach. The customer can track
and know more about the hotel on the Tripadvisor(Warrink, 2018). The stakeholders in
hotels are the employees, suppliers, guests and other public agencies that are engaged in
the formal relation with the company.
 Price: The pricing strategy used by the company is the competitors based by analysing
the market trends. The implementation of the various pricing strategy depends upon the
effectiveness of the competitive market(Kareh, 2018). It is necessary to evaluate the
competitors in the market and the same pricing strategy accordingly.
 Promotion: It is defined as the communication tools that the managers use to influence
the market demand (Sigala, and et.al, 2019.). The various methods used by the hotel is
advertising, selling, direct mail,Sponsorship , publicity and maintaining public relations

The Marketing Environment (Micro)
The hotel and restaurants fall in the category of the hospitality industry and is considered
as the most successful industry across the world. It also contributes in the development of the
economy. With the help of SWOT analysis, the company can evaluate their position in the
market and then framing the business strategy in order to succeed in the market.
 Strengths:Wedgewood hotel and spa is one of the luxurious hotels in Vancouver that
provides luxury rooms and services(Shang, and et.al, 2020.). Being a luxurious hotel the
cost of the room is much more than the ordinary rooms. Being one of the most important
industry, the company contributes in the economic development.
 Weaknesses: As compared to the ordinary hotels, Wedgewood hotel is much more
expensive than ordinary hotels and only rich businessman and people can afford it. Tax
rate on the hotels depend upon the country to country and government imposes high tax
on the hotels which can be a weakness of the luxurious hotels.
 Opportunities: The preferences of the customers keep on changing and if the customer
prefer better view and the hotel is providing its customers with that services then they can
explore the opportunities and gain advantage from it.
 Threats: Due to the pandemic, the hospitality industry has faced a huge amount of loss
due to the lockdown because due to this the spending power of the people declined and
the other threat is the competitors in the market.
The Marketing environment (Macro) PESTEL
 Political factor: Wedgeweood Hotel is one of the luxurious hotel in Vancouver and
political factors is very important as the company has to comply with the regulation that
the government has imposed(Kozolup, and Bordun, 2018). The hotel is exposed to various
risk so for long term sustainability the company has to comply with these regulations and
to gain competitive advantage.
 Economic factors: Various economic factors affect the hotel such as it impacts the
strategies and segmentation. Being a luxury hotel, it has to depend upon the economic
situation of the person (Lakatos,and Arsenopoulos, 2019). Recession in the country also
affected because during the times of crisis, people prefer ordinary hotels rather luxury
hotels.

 Social factors: With the change in the customer preference and requirements, it is
observed that younger generation prefer travelling across the world and results in increase
in the demand for hotels (Chan, and Tai, 2022). Customers prefer visiting those hotels
which provide wide variety of services at one place. The hotel is benefited if they are
providing the facilities near the premises.
 Technological factors: Every hotel uses advanced technology in order to serve better to
their customers(Karki, 2018). With use of technology, the hotel is providing additional
services and getting feedback from the customers which helps in improving in the areas
where required.
 Legal factors: Wedgewood Hotel has to comply with the rules and regulation by the
government and ensure safety and security of the guests visiting their hotel(Jaakkola, and
Aarikka-Stenroos, 2019).
Creating Customer Value and Engagement
Customer value has become most important aspect for the managers as it is regarded as
the great source of gaining competitive advantage. The main responsibility of the managers is to
provide quality services to their guests visiting the hotel and must provide superior customer
value and should be done regularly and efficiently(Aluri, and et.al, 2019). The manager should
receive feedback from the customers in order to knot equality of services that is offered by the
hotel. This will help the manager to improve the areas where required. If the hotel is offering
quality services to their customers and receives positive feedback will help in increasing the
customer base as more visitor will visit the hotel which increase the brand image of the company
in the market.
The main purpose of the customer engagement is to enhance the relationship between the
company and their guests and in order to increase the customer engagement, the management of
the hotel can use various marketing strategies such as social media marketing that is being a
luxurious hotel, the managers can make strategies like posting the videos and pictures of the
hotel, rooms and spa rooms in order to spread the information about the facilities of the hotels
and the view(Ruel, and Njoku 2020). The staff of the hotel should ask for feedback from the
guests in order to evaluate the quality of the services offered by the hotel. Ask the customers to
leave the reviews on the online websites which highlights the performance of the hotel.

Effective use of Digital Marketing
Wedgewood Hotel and Spa uses various digital marketing technologies in order to
promote their hotel and the facilities and services offered by the company. It has been observed
that visitors visit to the online websites in order to find the best and value deals so that hotel
company need effective website in order to attract number of customers. With the help of social
media, marketing the hotel can post their pictures and videos on Facebook, Instagram etc. This
will help in attracting more number of visitors through the offers and services provided by the
hotel. With the help of developing blog will help to attract number of visitors as blogs provide
content on the website which help the customers to make their decision and to know more about
the services provided by the hotel(Itaniand et.al, 2019 ). The marketing strategy of the hotel also
involves to maximize the search engine optimisation which helps the company to place it on the
top an also helps in increasing the segments and target customers. The marketing strategy also
involves to resolve the queries of the customers and take decisions which reflects the brand
image of the hotel.

CONCLUSION
From the above report, it can be concluded that the hotel has to consider various internal
and external factors which can affect its business. With the help of effective marketing plan, the
company will know the current position in the market. The company should focus on introducing
effective marketing methods which helps the company to promote the facilities and services
provided by the hotel. The scope of digital marketing is applied by every company in order to
retain and attract new customers. With help of social media marketing, the customer can gain
more information about the services offered by the company and can compare it with other
services offered by the hotel. With the help of using effective digital marketing methods the
company can attract new customers and retain the old customers which has positive impact on
the hotel.

REFERENCES
Books and journals
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Toma, S.G. and Grădinaru, C., 2018. The marketing mix in a luxury hotel chain. The Journal
Contemporary Economy, 3(2).
Sigala, and et.al, 2019. Big data and innovation in tourism, travel, and hospitality. Berlin:
Springer. Tao, S., & Kim, HS (2017). A study of comparison between cruise tours in
China and USA through big data analytics. Culinary Science & Hospitality
Research, 23(6), pp.1-11.
Shang, and et.al, 2020. Rural ecotourism planning and design based on SWOT
analysis. International Journal of Low-Carbon Technologies, 15(3), pp.368-372.
Lakatos, E. and Arsenopoulos, A., 2019. Investigating EU financial instruments to tackle energy
poverty in households: A SWOT analysis. Energy Sources, Part B: Economics,
Planning, and Policy, 14(6), pp.235-253.
Chan, B. and Tai, S.K., 2022. The Role of Strategic Stakeholder Groups in the Air Transport and
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Warrink, D., 2018. The marketing mix in a marketing 3.0 context. International Journal of
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Kareh, A., 2018. Evolution of the four Ps: Revisiting the marketing mix.
Kozolup, M. and Bordun, O., 2018. SWOT Analysis of Lviv Tourist Destination and Key
Indicators of its Sustainability. Studia Periegetica. 24. pp.37-58.
Köseoglu, and et.al, 2019. Strategic decision tools and organizational performance in the hotel
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Karki, G.B., 2018. A brief environmental analysis of tourism and hotel industries and their
impact on Nepalese base structure. KMC Research Journal. 2(2). pp.59-70.

Jaakkola, E. and Aarikka-Stenroos, L., 2019. Customer referencing as business actor engagement
behavior–Creating value in and beyond triadic settings. Industrial marketing
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Aluri, and et.al, 2019. Using machine learning to cocreate value through dynamic customer
engagement in a brand loyalty program. Journal of Hospitality & Tourism
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Ruel, H. and Njoku, E., 2020. AI redefining the hospitality industry. Journal of Tourism Futures.
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