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The hotel marketing plan: 3 key elements

The hotel marketing plan: 3 key elements

The hotel marketing plan is a key element for a hotel establishment to achieve success. Well, it is not enough just to know the strategies and concepts, you must plan. Therefore, marketing strategies must be accompanied by a meticulous and well-executed hotel marketing plan. Planning offers us a clear direction, helps us to anticipate events […]

The hotel marketing plan is a key element for a hotel establishment to achieve success. Well, it is not enough just to know the strategies and concepts, you must plan. Therefore, marketing strategies must be accompanied by a meticulous and well-executed hotel marketing plan.

Planning offers us a clear direction, helps us to anticipate events and aligns us with the objectives we want to achieve. But, in addition, the hotel marketing plan fulfills several purposes for a hotel:

  • It indicates the direction that should be taken for future hotel marketing activities.
  • It allows marketing activities to be harmonized with the strategic plan of the hotel.
  • It encourages an analysis and review of each step that must be taken.
  • It provides a clearer picture to create budgets that fit with the marketing objectives that you want to achieve.
  • It makes it possible to compare the results obtained with those expected.
  • Finally, a marketing plan serves to document the means by which business objectives are to be achieved, but with the customer as the starting point.

3 IMPORTANT TIPS FOR THE HOTEL MARKETING PLAN

1. THE HOTEL MARKETING PLAN SHOULD HAVE A GOOD EXECUTIVE SUMMARY

The executive summary is one of the first elements to take into account in any marketing plan. It is the first section of the plan and its main objective is to draw the attention of the reader. In this sense, it is estimated that the executive summary or some graphics of the plan are the only ones that hotel managers read. Therefore, this aspect should be taken into account.

So, the executive summary of a marketing plan should consider the following:

It must be very attractive to the top executives of the business.
It must have an extension between 2 and 5 pages.
It is recommended to use short sentences and paragraphs. The reading should be natural and easy to understand.
Future goals, marketing strategies, target market, costs, and resources should be described in it.

2. THE HOTEL MARKETING PLAN SHOULD BE RELATED TO OTHER PLANS

A hotel marketing plan should be related to and support other business plans, for example, the corporate plan. Therefore, in order to develop the plan, one must have a thorough understanding of the elements of the company-wide strategic plan.

In addition, the strategies of the marketing plan must go hand in hand with the general objectives of the company. But not only that, but also with market share, strategic partnerships, scope of services and products, and management of customer interactions.

3. ANALYZE THE FACTORS AFFECTING THE INDUSTRY

When carrying out the marketing plan, an in-depth analysis of the environmental factors that affect the market must be carried out. Well, these factors can affect our business and marketing processes.

Environmental factors can be divided into three groups: social, political and economic. These factors generally consider realities such as crime or demographic changes. It also highlights the issue of taxes, pensions, urban growth, employment and wages.

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