...developed, and launched, Mountain Heritage Inn will embark on an online marketing plan to expand their web presence. Before the website design can begin the Mountain Heritage Inn will need professional photos of their rooms and property, as it has been almost 10 years since professional photos were taken of the property. We will be hiring an outside photography company to do this. Additionally, Mountain Heritage Inn will hire a graphic designer to redesign their logo, as the current logo is very outdated. Once these items are complete, the web design and development stages will begin. The firm we are hiring, Firstview Online, to design and develop the website will also be hosting the website. Moreover, considering they are a full-service Internet marketing agency, they will also be handling the SEO and PPC campaigns. During the development phase, Firstview Online will work with Reservation Nexus, the company providing the online reservations software, to implement online booking on the website. This implementation is included in the web design and development project scope. Processing credit cards for the online reservations will be handled by Authorize.NET – through Reservation Nexus, as they are an Authorize.NET reseller. The CRM and email marketing portion of Mountain Heritage Inn’s campaign will be integrated with the online reservations system as an add-on to the Reservation Nexus service. The online marketing plan also calls for an active presence on Facebook and a...
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...importance): 1. Filling as many tables as possible on a daily basis (with either repeat clients or new clients) 2. Ensuring a consistent level of quality experience for every client, every time 3. Training and managing staff 4. Marketing to existing and new clients TOP FIVE OBSTACLES OR PROBLEMS THAT INTERFERE WITH THE BUYER’S SUCCESS: 1. Traditional marketing like print ads and mailers are expensive and don’t guarantee any measurable ROI. E-mail marketing is better, cheaper, and definitely has its place. However, only a few percent of e-mails are ever opened, and many of my customers do not want to give out their e-mail addresses for fear of more SPAM. 2. My inability to quote accurate wait times for walk-in and call-ahead parties, while simultaneously ensuring that reservations are seated at the time they requested, during peak hours negatively impacts my customers’ satisfaction. 3. Taking reservations by phone with pen & paper by phone is inefficient, requires that someone is available at all hours of the day (even when we’re closed), and is prone to human error. Using reservations services such as OpenTable is extremely costly and they take control of my restaurant’s brand – charging me for reservations even if made on my own website, listing me on their site adjacent to my competition and even using my customer information in e-mails promoting other local restaurants. 4. Viewing and changing the status of tables and making sure that servers...
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...analyze the dynamics of online travel agency (OTA) industry and determine the key success factors to compete effectively in this industry. In addition, the paper will provide a market analysis to understand the target market and segmentation, and provide strategies for market positioning and market entry. Background The online travel distribution industry has evolved from the initial development of computerized reservation systems (CRS) by the airlines to manage airline seat reservations, with the first major system Sabre developed by American Airlines with the help of IBM in the early 1960’s, and followed shortly by United Airlines development of the Apollo system (PhoCusWright, 2009) Services offered by the company Online travel agencies are companies who provide travel reservations primarily on the internet. These companies acquire blocks of airline and hotel inventory at discounted prices and make them available to consumers on the internet. Tripkichen.com is a new start up online travel company looking to capitalize by offering an online travel reservation services by providing competitive priced travel products in real time booking capability, entire facility of travel services through internet. Addition to airline booking Tripkitchen offers hotel booking holiday packages car rentals, train, and cruises. The company intends to offer an efficient, informative, and...
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...INTRODUCTION Situation Synopsis OpenTable was launched by Chuck Templeton in 1999, as a restaurant reservation service provider. The company started to approach the best-known restaurants in each city first, in order to attract others to join. In addition to reservation service, OpenTable developed an integrated service, Electronic Reservations Book (ERB). OpenTable offerings to restaurant include training, customer support, mobile payments, security assistances as well as Guest Center. OpenTable had grown rapidly by 2008; however, its growth slowed significantly from 2008 to 2012. More seriously, after the long-time CEO Jeff Jordan stepped down, the stock price dropped by 67%. Nevertheless, there is one good news that the Priceline, a multiple booking services provider, announced that it would acquire OpenTable with a 46% premium over the market price. It is undoubted that OpenTable is standing at a crossroad. Company’s Current Strategy The core OpenTable business closely tracked the restaurant online booking system. It is using single business diversification strategy as its corporate-level strategy. In terms of business-level strategy, most of other offerings were refinements to complement the core business as a result of differentiation strategy on broad market. Problem Statement The differentiation strategy works out only when the OpenTable is able to produce differentiated features at competitive costs. Indeed, OpenTable’s...
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...11 2.3. Sales and sales tools in the hotel industry and their development 12 2.4. Distribution channels 16 2.4.1. Types of distribution channels 17 2.4.2. Participants of the distribution channels 18 2.5. Development of distribution and the appearance of e-reservations 19 2.5.1. Early stages 19 2.5.2. Internet Distribution System 20 2.5.3. Online Travel Agents 21 2.5.4. Latest tendencies 23 2.5.5. Social Media 24 2.5.6. Consumer Generated Media 25 2.5.7. Meta Search Engines 25 2.6. Travel, booking and research behaviour among Hungarian travellers 26 2.6.1. Travel behaviour 26 2.6.2. Booking behaviour 27 2.6.3. Research behaviour 29 2.7. Summary 30 3. METHODOLOGY 31 3.1. Introduction 31 3.2. Secondary Research 31 3.3. Primary Research 32 3.4. Data Analysis Methods 33 3.5. Summary 33 4. EVALUATION OF RESULTS 34 4.1. Introduction 34 4.2. Interviews with intermediaries 35 4.2.1. Mr. Mate Hegedus, Revenue Specialist of Expedia Lodging Partner Services 35 4.2.2. Mr. Zoltan Katona, Marketing coordinator of Wellnessakcio.hu 39 4.2.3. Comparison of the interviews with intermediaries 41 4.3. Interview with a hotel representative 44 4.3.1. Mr. Zoltan Katona, Marketing consultant of Aquatherm Hotel Zalakaros 44 4.3.2. Conclusion of the interview with Aquatherm Hotel Zalakaros 46 4.4. Booking.com – Facts and business concept 47 4.5....
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...Warwick International Hotels Name Institution of Affiliation Warwick International Hotels Introduction The Warwick International Hotels were founded in 1980. Since then, the brand has extended its services all over the five continents, totalling to 55 hotels worldwide. The brand provides a collection of 4 and 5-star hotels (Warwick International Hotels, 2008). The hotels provide quality services and are distinctive for their bond because their operations are common throughout the areas where they are stretched. Some of the cities where Warwick International Hotels are found include Paris, New York, San Francisco, Brussels, Geneva and Bangkok among others. The hotels are centrally located, and they can be easily located from the city centre. Due to their quality services, the hotels have established a reputation for their quality accommodation and services. The Warwick International Hotels have a collective capacity of over 6,500 accommodation rooms with varying number of rooms for the different hotels (Warwick International Hotels, 2008).). The accommodation facilities offer a range of services ranging from hosting conferences and seminars, business meetings and accommodation as well as relaxing for a holiday. The expansion of the hotels from the time the brand was founded is presented graphically below. Chart 1: % Hotel portfolio development from the initial eight hotels. Customer loyalty and Hotel brand performance The brand appreciates that its guests are the...
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...companies Act 1994. The principle activity of the company is to business of hotel, restaurant, café, refreshment room. The commercial operation from 12th November,2004 with three star deluxe hotel constructed in its own land at Marine Drive, kala Toli, Cox’s Bazar and hotel named after “ Hotel Sea Crown” and its Corporate office is in Gulshan Model Town, Dhaka from where all reservation, marketing and accounts activities are operated. The methodology, scope of the report & the limitations are also described here. The second part is about overview of Hotel Sea Crown, which includes the historical background, mission & objectives of the hotel. It also plays a great role in Bangladesh. So it faces some threats. But it has a lot of opportunity here. All the departments run here under the law of Companies Act 1994. The third part is about the finding & Analysis of the study i.e. Marketing strategy, 4ps.STP,Management strategies, Cost strategy, planning &action plan of Hotel Sea Crown & the Problem and prospects of Marketing strategy of Hotel Sea Crown at Gulshan. For continuous smooth activities of the marketing department of the...
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...OpenTable [Marketing Consultancy Report] OpenTable [Marketing Consultancy Report] Table of Contents Introduction …………………………………………………………………………..1 Summary……………………………………………………………………………….2 History…………………………………………………………………………………..4 Market & Competition……………………………………………………………….5 SWOT Analysis………………………………………………………………………..6 Porter’s Five Forces…………………………………………………………………..7 The Ansoff Matrix……………………………………………………………………..8 Product & Service……………………………………………………………………10 Promotional Strategy……………………………………………………………….12 Price Strategy…………………………………………………………………………14 Place & Distribution……………………..…………………………………………15 Recommendation……………………………………………………………………16 Implementation……………………………………………………………………...16 Conclusion……………………………………………………………………………19 Bibliography………………………………………………………………………….20 Introduction OpenTable is an American public company, slated to be a wholly owned subsidiary of Priceline.com, that offers online real-time restaurant-reservation service. The firm provides online reservations at about 31,000 upscale restaurants around the world seating some 15 million diners a month. The service allows users to search for restaurants and reservations based on parameters including times, dates, cuisine and price range. Users who have registered their email address with the system will then receive a confirmation email. Users can also receive OpenTable rewards points after dining (100 or 1,000); these points can be redeemed for discounts at member restaurants. The...
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...Giordimaina@accor.com Accor Hotel Organisational Chart General Manager Finance Sales and Marketing & Conference & Catering Sales Executive Assistant Manager Human Resources PA to the General Manager Rooms Division F&B Kitchen Technical Services Housekeeping Front Office Revenue / Reservations Duty Management Food and Beverage Department Food & Beverage Director Restaurant Manager Bar Manager Banquet Manager Supervisor Supervisor Supervisor F&B Attendant F&B Attendant F&B Attendant Front Office Department Front Office Manager Assistant Front Office Manager Communications Manager Bell Desk Manager Concierge Manager Guest Relations Manager Front Office Supervisor Communications Supervisor Bell Desk Supervisor Concierge Supervisor Guest Relations Supervisor Receptionist Communications Team member Porter Concierge Guest Relations Officer Housekeeping Department Executive Housekeeper Assistant Executive Housekeeper Supervisor Room Attendant Technical Services / Engineering Department Technical Services Manager/ Chief Engineer Assistant Chief Engineer Trade Person / Supervisor Handyman Chefs Department Executive Chef** Sous Chef** Chef de Parties** Demi Chef** Commis Chef* Revenue / Reservations Department Revenue / Reservations Manager Revenue / Reservations Supervisor Reservations Sales Agent Sales & Marketing Department Director Of Sales And Marketing / C & C Sales Director Sales Manager Business Development Manager / Conf & Catering...
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...RESERVATION ( The main function of the reservation process is to match room requests with room availability. Below is the detailed process of reservation: a) Conduct the reservation inquiry b) Determine room and rate availability c) Create the reservation record d) Confirm the reservation record e) Maintain the reservation record f) Produce reservation reports I- Reservation and Sales: ( Prior to Computerization era, the main function of the Reservation Process is only to determine Basic Room Availability. That is to say, the reservation clerk can only tell the potential guest that a room is reserved for him/her. However, the reservation clerk can not tell you the type of the room, rate honored… Nowadays, with the wide use of reservation software package programs, it is now possible to reserve a room by room type, rate, and to accommodate all the possible special requests of the guest. Therefore, the selling function shifted from the front office to the reservation department. Hence, projections of Room Revenues and Profitability Analysis became one of the basic functions of the Reservation Department. ( In parallel, reservation department and reservation agents should have sales goals to achieve which might focus on number of room nights, average room rate, and/or booked room revenue. II- Types of Reservations: 1. Guaranteed Reservation: Insures that the hotel will hold a room for the guest until a specific time following the guest’s scheduled arrival date...
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...------------------------------------------------- Group Assignment: Pomaly ------------------------------------------------- Marketing and Multimedia BMK3144 Table of contents Executive summary 4 Company description 5 Company history 5 Vision 6 Core competitors 6 Product description 6 CRM 7 Situational Analysis 8 Environmental analysis 8 Legal 8 Technological 9 Market related 10 SWOT Analysis 10 E-marketing strategic planning 12 Market opportunity analysis (MAO) 12 Segmentation 12 Targeting 12 Differentiation 13 Positioning 13 Objectives 13 E-Marketing for Pomaly 14 The Basic Offer and Value 14 Distribution 14 Market Relationship Management 15 The 4p's of Marketing 16 Product 16 Placement 16 Promotion 16 Pricing Strategy 16 IMPLEMENTATION PLAN 17 Marketing Mix (4Ps) 17 Product 17 Place 17 Price 17 Promotion 18 Relationship Management Strategies 18 Marketing Organization (Staff & Department Structure) 19 Program Plans 20 Evaluating and control 22 Evaluation of reaching the customers 22 Selling the application to 25 % of new suitable clients 23 Selling the application to 50 % of all the suitable clients reached in a year 24 Expanding the business and increasing the number of clients by 30 % 24 Executive summary We are Multimedia University’s marketing students and this report is our group assignment in the subject of Multimedia and Marketing (BMK3144). The goal of this assignment is to help us to realize what are the...
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...first came into this business, you made your profit from the last twenty percent of travelers, now you try not to lose your shirt to keep the ship at capacity for each sailing. I blame the internet!” Seven Seas Cruise Vacations Pamela Homesworth, then a 31 year old businesswoman, had joined Seven Seas Cruise Lines Inc. directly from an MBA focused on electronic marketing and operations. She began work six years earlier as the internet came to be a strategic force for consumer businesses, starting in 1998. Pamela worked her way into increasingly important roles with the firm and with the start of the fall cruise season had taken over an experiment that Seven Seas was testing on integrated vacation planning and direct sales under the selling brand Seven Seas Cruise Vacation. Using one of their midsize ships, Seven Seas was sailing a dedicated week long circuit from Miami through the western Caribbean and back along the coast of Mexico while testing several new ideas for managing passenger occupancy and also in transporting passengers to the Miami cruise terminal. Seven Seas was targeting this marketing experiment at customers whose homes were located within the North East United States and Central and Eastern Canada. Seven Seas was targeting this offering to families in the 25 – 50 year old demographic looking for a 1 week holiday in the winter...
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...Ltd. is the company chosen for the purpose of this study. With over 100 hotels in more than 90 destinations, ITC Hotels has set new standards of excellence in the hotel industry in accommodation, cuisine, environment and guest safety. As one of India's most dynamic hospitality chains, ITC Hotels has set standards for excellence in the hotel industry by pioneering the concept of branded accommodation. First to introduce branded cuisine, its restaurants Bukhara, Dakshin and DumPukht are renowned for their delicious and authentic Indian cuisines from the different regions of India. With its exclusive strategic tie up with Starwood for its top of the line premium brand the 'Luxury Collection', the group is strengthening its international marketing stance. ITC Hotels was also instrumental in bringing the 'Sheraton' brand to India, with which it enjoyed a three-decade exclusive partnership. ITC Hotel's properties are classified under four distinct brands:- LUXURY COLLECTIONIn 2007, ITC Hotels entered a new phase in its collaboration with Starwood Hotels & Resorts. ITC Hotels now has an exclusive tie-up with Starwood in bringing its premium brand, the 'Luxury Collection', to India. These are seven-star super deluxe and premium hotels located at strategic business and leisure locations. WELCOMHOTELS It offers five-star hospitality for the discerning business and leisure traveler. Sheraton Hotels – Sheraton Rajputana Hotel Jaipur, Sheraton Chola Hotel Chennai, Sheraton Park Hotel...
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...Marketing Research Paper Air Leo Airline ______ This Air Leo airline will base its business and marketing strategies on achieving high, and profitable, load factors through absorption of unmet demand in three key air-traffic categories: unserved and under-served routes on which high unmet demand currently exists or can be readily developed; serving key niche markets where demand is either unmet or poorly served; and meeting peak traffic demands on certain key regional, seasonal, and variable routes where very high load factors can be predicted despite existing but lower-quality competition, or where competition cannot meet the demand. The proposed Air Leo airline will be designed around, and operated utilizing, the most up-to-date electronic, informational, and aviation technologies to ensure low operating and marketing costs, maximum efficiency in deployment of its resources, and a high level of customer service and convenience. And it is this final element - dedicating the airline, its staff, and its organization to providing a high level of customer service and convenience, and efficiently meeting the needs, wants, comfort, and safety of the passenger - that will assure the proposed airline's rapid acceptance in the marketplace and its long-term growth and success. How the company will execute the Marketing Plan: 1. Provision of high-quality service on routes and in markets that currently are either unserved, poorly served, or under-subscribed by existing carriers...
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...IT and Internet’s Impact on Tourism and Hospitality Industry: Implementations of technologies for Hilton Hotels Group. Demonstrate critical and evaluative interpretation and application of theoretical IT/ e-business concepts to a current tourism and hospitality market situation in order to build sustainable competitive advantage. I Introduction Accompanying the technological revolution of the 1990s there are many new opportunities and challenges for the tourism and hospitality industries. Since tourism, global industry information is its life-blood and technology has become fundamental to the ability of the industry to operate effectively and competitively. Poon (1993) suggests that the whole system of information technologies is being rapidly diffused throughout the tourism industry and no player will escape information technologies impacts. The report below gives an insight into the importance of application of information technologies and the use of Internet in tourism and hospitality industries. Two given strategic frameworks provide the analysis of the Internet and its impact on these sectors. This paper also aims to show how technological innovations and information systems can be beneficial for the hotel companies, by using the example of Hilton Hotels Group. II IMPORTANCE OF TECHNOLOGY IN TOURISM AND HOSPITALITY SECTORS Market wisdom today suggests that hospitality companies must embrace technology to compete against traditional competitors, as well as entrants...
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