a Bernadett Fábián 6 éve
167
5. lecture
In the hospitality industry, understanding the demographics of guests is crucial for tailoring services and promotions. This includes analyzing guest profiles based on age, sex, marital status, family size, income, and occupation, as well as tracking their average length of stay and patterns of occupancy.
Megnyitás
5. lecture website lead generation analytics strategy blog analytics reach competitors sources page visits conversation srtategy prospects leads segment list nurture lead promotion strategy manage email publish social social media SEO strategy off-page SEO on-page SEO keywords content strategy call to action blog posts web pages landing pages positioning - competitor analysis get competitive information from: Company annual reports, Press releases, Trade publications, Travel agencies, Tour operators and wholesalers, etc. listen and speak to competitors employees employ mystery shoppers ask your customers which other competitors they utilize observe their parking lot Visit competitors’ daily event or reader boards, web site, social media who could be your competitor? guest profile Lucrative market segments that should be targeted for future promotions sources of reservations how guests get to the property Average length of stay and the pattern of occupancy (revealing peak, shoulder, and valley periods) Point of origin, or the feeder city from which each guest arrives Demographics of each guest: age, sex, marital status, family size, income, occupation, etc breakdown of the (present) guest base marketing management Evaluation of results continuous monitoring of implementation Action plans Setting Marketing Goals Competitor analysis, positioning Segmentation, selection of target markets Environment and market analysis horizon tactics, projects, tasks monthly strategies quarterly major business objectives departmental short term 1 years goal long term 3-5 years vision picture of a succesful future 5 years+ mission reason for existence timeless plans rules proceedings strategi aim fields cost, result money labor income marketing Verification and evaluation Keep track of each salesperson’s: repeat business versus new business booked. business booked by peak, shoulder, and valley periods; and production of room nights by market segment Track prospecting result and sales production versus goals by salesperson Survey zip codes to determine which media are most effective in local advertising. Chart and compare the number of restaurant covers sold before and after advertising. Record the number of room nights for each market segment. aims Prepare budget
Prepare action plan Forecast occupancy %
Establish differentiated prices Sales&marketing objectives
Overall, by segments, by geographical breakdown, by channels
Redefine or adjust mission/vision if necessary segmenting leissure: Ad Hoc Leisure Groups
Banqueting
SMERF (Social, Military, Educational, Religious, Fraternal)
Complimentary
Internal/ House use Leisure Rack - BAR
Leisure Promotions
Leisure Package
Local Promotions & Packages
FIT
Tour Series Business: Incentive,
Conventions & Exhibitions
Ad Hoc Business Groups
Airline Crews
Complimentary Comm. Rack & Promotions
Corp. Worldwide Agency
Worldwide Consortia
Local Corporate
Conference enviroment and marketanalysis microeconomic understanding, evaluating, concluding yearly details(seasonality) the industry (tourism, hotels) macroeconomic Understanding, Evaluating, Concluding comparisation (time, place) options yearly details most important numbers country details business plan price promotion process ppl product place budget : statement of expected results expressed in numerical terms programme detailed statements about a project (human & physical resources, budget) rule specific statement that tells managers what is to be done method formalised and standardised way of accomplishing repetitive and routine jobs procedure routine steps on how to carry out activities policy general statement that guide thinking in decision making strategy a comprehensive plan for accomplishing an organisation’s objectives (actions, resources) objectives quantitative, measurable, concrete planned target within a given period of time goals desired state of affairs which an organisation want to realise main topic human resources headcount
Job
wage cost
contributions
Organization
logistic
HRM
Motivation profit loss MarketActivity cost
Indirect cost
Fixed cost
P & L
Result statement
Profitability revenue manager MarketPrivacy Resources
P × Q
Dynamic pricing
Forecast
statistics
index number
Analysis manager Market Goals
Concept
Segmentation
Competitors
distribution
Sales
Brand management functions of the management decisions navigation organising control analysing resources planning
