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Boulder Creek

Satisfactory Essays

CASE- 25 BOULDER CREEK

Presented by: Anvita Biswal 13202194 HTM (A)

INTRODUCTION
 Burt

and Andrea purchased Econo Lodge in 1999 in a non highway location in Boulder, Colorado.  Located in a student residential area, Econo Lodge did not lend itself to drive-by stopovers because of its lack of landscaping, physical amenities etc.  Employee quality and their attitudes were low.  Maintenance and housekeeping were not prepared to provide anything more than a barely acceptable level of guest satisfaction.  The staff they inherited constantly attracted low-life guests.  Which is why the front office was protected by bulletproof glasses.

TURNAROUND
 Winner

AND FLAG CHANGE

of gold award and a nomination for platinum as …show more content…

 But after the hotel was remodelled and repositioned, it attracted guests from universities and other business corporations and travel writers were invited which resulted in many articles written in newspapers and magazines.

Q2. How did they change the marketing mix to fit their new target market?
 They

targeted those people who would recognize and appreciate quality lodging and not those who were seeking “cheap sleep”.  Inviting potential guests or individuals who might influence visitor hotel selection to launch parties, swim parties, cocktail parties and other planned events.  Targeting supportive hospitality businesses.  Packages that supported local businesses were developed.

Q3. Would you retain the Quality Inn flag? Explain your decision.
 Yes,

they should retain the Quality Inn flag as they have worked hard to remodel and reposition a declining hotel and earned appreciation from the townspeople and also it helped the town and the neighbourhood.  Also the hotel was a huge success. The planning and work of Andrea and Burt had paid off.  There is a value in the flag and if they don’t retain the flag then anyone else would acquire the brand and benefit from their hard work.

THANK

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