Relational Marketing Strategies for Hotels
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ScribdTranslationsRelational Marketing Strategies for Hotels
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ScribdTranslationsCase: The relationship with the client: keys to relational marketing
Given the typology, size, and structure of our hotel:
❖ Establish a relational marketing plan throughout the year, establishing
commercial actions that drive segmented sales. Remember that not
all types of customers want the same thing and the goal of relational marketing is
make personalized proposals for each type of client.
Segmentation should always respond to groups of existing or potential customers who have
a similar commercial behavior, it is useless to segment if we do not then act
nothing specific for that segment nor does it help to have segmentations if
then we treat all segments in the same way.
❖ Expose different business actions throughout the year where it is possible
check that each action is thought out expecting a reaction from a
market segment at a given moment. Specifically, the actions
they should always be at a specific time of year, aimed at a specific segment
of clients and to achieve a specific objective.
❖ Describe then, in the case solution, the annual commercial planning with the
actions, always setting a deadline, target, and objective.
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The Blue Point Hotel will carry out activities annually focusing on using
Social media to promote the Blue Point Hotel in Valencia. In addition to adding
holiday services and/or personalized events and we will have an event
planner for activities that can be done in the hotel. Social media will be used.
social media to promote and position Hotel Point Blue.
The hotel will offer the following packages that can be used year-round.
❖ Weddings ❖ Engagement Party
❖ Birthday ❖ Seminars
❖ Corporate anniversaries ❖ Conferences
❖ Corporate parties ❖ Romantic getaways
❖ Press conference ❖ Tours
❖ Exhibitions ❖ Among other activities.
❖ Customized vacations
❖ Conventions
❖ Private concerts
January
In this month, being cold and a low season, the hotel will focus on making
promotions to carry out business activities.
❖ Target:pequeñas, medianas y grandes empresas.
❖ Objective: To be the main choice for companies to execute their plans
strategic, conventions, and seminars.
❖ Actions: Proposals will be made with different options for the companies to
that they carry out their activities. Although it is an event that can be held
at any time of the year for being celebrated in this month will have a 20%
discount. Reservations must be made at least one month in advance.
anticipation.
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February
As it is the month of friendship and love, we will focus on promoting getaways.
romantic, a romantic music concert, a dance, and also a party of
masks to find a partner.
❖ couples in relationships and marriages.
❖ Objective: to promote packages for lovers in order to increase the
hotel visits.
❖ Actions: Different packages will be created for couples to do.
a romantic getaway and surprise their lovers according to their
needs. At the same time, a concert, a dance, and a party will be promoted.
there will be packages that offer these for finding a partner
activities
March
In Valencia in March, "Las Fallas" is celebrated, a festival that has
cardboard and stone monuments, that represent reenactments, trying
satirically themes of current social and political events. The hotel will hold a contest to
see who creates the best monument which will have as a prize for the winner to stay in
a group of 4 people on the date of your choice for free for 7 nights and 8 days,
premio de segundo lugar 4 noches y 4 días y el tercer lugar 2 noches y 3 días.
❖ people of all ages who want to participate.
❖ Objective: to support the festivities of the Valencian community.
❖ Actions: massively promote this contest and motivate the
people to participate and register for the contest.
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April
This month a golf tournament will be held organized by the hotel in which it will award
discounts for golfers' companions.
❖ targeting enthusiasts and professionals, creating tournaments for both categories.
❖ Objective: to promote the golf courses owned by the hotel.
increase hotel stays.
❖ Acciones:promocionar el torneo de golfistas, invitar a un golfista profesional
as judge of the event.
Holy Week
Packages for Holy Week will be created for families and groups of friends.
❖ families, group of friends
❖ Objective: to ensure that the hotel is filled with guests.
May, June, July, August, and September
These are the months when water sports competitions will be held such as
windsurfing, surfing, kitesurfing, and wakeboarding. In addition, the hotel will be promoted for
extend the stay at the hotel. Bonfire parties will also be held on the beach
❖ Families, athletes, groups of friends, and couples.
❖ Objective: to ensure that guests have the best experience in their
stay and the services offered by the hotel.
❖ Actions: The packages and activities will be promoted on social media.
They are carried out at the hotel to increase hotel package sales.
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October and November
In this month, as it starts to get cold and the low season begins, the hotel will focus on making
promotions to carry out business activities and also vacation packages
❖ Targets: couples, small, medium and large companies.
❖ Objective: To be the main choice of companies to execute their plans.
strategic, conventions and seminars. In addition, increase attendance in the
hotel.
❖ Actions: Proposals will be made with different options to the companies for
that they carry out their activities. Although it is an event that can be held
At any time of the year for being celebrated in this month, it will have a 20% discount.
Discount. Couples who stay on this date will receive a discount.
by 25%.
December
This month activities for Christmas and New Year's will take place.
Target: families, groups of friends, couples, etc.
Objetivo:aumentar la afluencia en el hotel
Actions: a dinner and party will be held for each Christmas and New Year, in addition to each
This year will be done with a different theme. Activities will be promoted so that the
people choose the package that best suits them.
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