hotel pattee ian todd, tom graeve, jordan wilson, kristen gerhardt
TRANSCRIPT
Hotel PatteeIan Todd, Tom Graeve, Jordan Wilson, Kristen Gerhardt
Problems
ProblemsProblem 1 – Heads in Beds
Problem 2 – Multifaceted Resort
Problem 3 – Awareness & Image
Secondary Research
Local AreaPopulation
7,981
Local DrawGolfWine ToursBiking
CompetitionLocalDes Moines
Industry TrendsConsumer hotel spending2012 - $101 2013 -$106
Hotel Pattee’s average rate per night is $110
The average traveller household income Leisure - $91,000Business - $120,000
Industry TrendsAverage occupancy rate is 64%.
40% business 60% were for leisure
Leisure stays that consisted of two adults - 56%
Hotel Visits by Ages 35-53 - 38% 55+ - 39
Social MediaFace book
3,162 Followers 741 Talking 509 Check-ins Average rating is 4.5 out of 5 stars Main users are 35-54
Twitter Followers -251 Following – 569 93 Tweets
SWOT- Strength - Historical - Boutique- Reputation - Close to Des Moines- Bike trail nearby - Amenities
- Weakness- Price- Location - Niche Market- Awareness- No brand name
- Opportunity- Packages - New markets - Events- Growth of hotel - Growth of town- New owners
- Threat- Hotel competition - Maintenance cost- Previous history - Far from major venues - Lack of local activities
Primary Research
Primary ResearchRespondents
67% Male 33% Female 16.7% were 18-24 66.7% were 55-64 16.7% were 75+
Primary ResearchMediums used for hotel awareness
Internet -83.4% Local TV- 66.7% Newspaper – 50% Magazine – 33.3% Cable TV – 33.3% Radio -16.67% Social media – 16.67%
Primary Research 66.7% said #1 factor in hotel choice is Quality
Willing to Pay $61- $80 – 50% $81- $100 – 33.33% $120+ - 16.67%
Traveling from hotel to destination 50% would travel10-20 miles 50% would not travel more than 10 miles
Target Audience
35+
WHY?
Target Audience
Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+
7.1
16.8
22.523.4
17.7
12.5
Target Audience
HHI: $150,000+
HHI: $75,000-$149,999
HHI: $60,000-$74,999
HHI: $50,000-$59,999
HHI: $40,000-$49,999
HHI: $30,000-$39,999
HHI: $20,000-$29,999
HHI: <$20,0000
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Objectives, Strategies, and
Tactics
Objective
“Our objective is to increase stays by 10% over the next two quarters by increasing returning customers by 5% and new customers by 15%.”
Strategy
“Our strategy is to raise awareness for the hotel by showcasing the hotels relaxing, international rooms as a local escape from daily life.”
TacticShowcase that the hotel is an escape from
daily life though various mediums Billboard Interactive Internet Banners Radio TV
Media Plan
Creative Brief
Objectives Increase the occupancy rate by 10% over the
last two quarters of 2014
Increase social awareness by 10% more Twitter followers and 10% more Facebook likes over the last two quarters of 2014
DemographicsMen and women aged 35+
People interested in relaxing in a unique, one-of-a-kind setting
People who may be in the area for events such as Ragbrai, sporting events, wine tastings and golf outings
Creative Execution
Africa Room Billboard
Ireland Room Billboard
Italy Room Billboard
Italy Interactive Banner
Ireland Interactive Banner
Africa Interactive Banner
Summary