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Strategic Marketing Plan for a Hotel

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Maarit Karppinen

STRATEGIC MARKETING PLAN FOR A HOTEL

Hotel and Restaurant Business 2011

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VAASA UNIVERSITY OF APPLIED SCIENCES Degree Programme of Hospitality Management

ABSTRACT
Author Title Year Language Pages Name of Supervisor Maarit Karppinen Strategic Marketing Plan for a Hotel 2011 English 59 + 2 Appendices Peter Smeds

The aim of this thesis was to form a strategic marketing plan for Hotel X, a small privately owned hotel in Helsinki. The theoretical part of this thesis presents tourism and marketing from the hospitality industry’s point of view; what challenges the accommodation providers face when marketing their products and what kind of plans can be formed in order to keep their marketing actions up to date. …show more content…

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Marketing .................................................................................................................. 19 4.1 4.2 4.3 Marketing mix ..................................................................................................... 20 Market segmentation ........................................................................................... 21 Relationship Marketing ....................................................................................... 23 Different stages of customership .................................................................. 24

4.3.1 5.

Marketing of Hotel Services ...................................................................................... 26 5.1 5.2 Internal marketing................................................................................................ 27 Distribution channels ........................................................................................... 28

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Marketing Plan .......................................................................................................... 31

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6.1. 6.2 6.3 6.4 6.5 6.6 7.

Situational analyses ............................................................................................ 32 SWOT-analysis.................................................................................................... 33 Setting goals / marketing objectives .................................................................... 34

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