Executive Summary
Royale Suites, an all suite hotel, is ready to expand its business into the downtown Inner Harbor Baltimore district. History tells us that the Royale Suites has been in business since early 1980 accommodating business professionals and families desiring larger and more private hotel rooms. The 267 room hotel offers 2 room suites, where small business meetings can be held or families can feel the comforts of home. The standard suite room contains a bed, television, table, chair, couch/love seat, computer accessibility, and variety of daily newspaper. The suites do not offer a kitchen facility. The hotel offers two large meeting rooms are available seating 60 each or combined to seat 100 and serve meals as well as a restaurant facility. After meeting with the executive committee members, marketing, advertising, rooms, food & beverage, and accounting, we determined that many concerns need to be addressed before the grand opening of Royale Suites Baltimore. Our target market includes the business professional and families with emphasis on business professionals. Based on statistics from our customer surveys we need to improve guest satisfaction in the following areas: comfortable beds, sought after amenities, efficient check-ins, and reasonable phone charges. We are tasked with developing a marketing mix which includes determining a competitive room rate for the downtown Baltimore district as well as promoting our product as a superior option in the area. Offering an all suite hotel in the Baltimore area is a great market opportunity as statistics show that many current downtown hotels have a minimum number of suites. We expect to penetrate the market through offering a superior product, fully promoting that product through advertising, marketing, and sales. We will also become pace setters as an all suite hotel offering both free