Marketing Accommodation Services

    Target Audience

    The Marketing Accommodation Services course is designed for hotel owners and general managers of the accommodation service industry who have from 20 to 60 rooms at tourist destinations. In addition, middle managers of larger, more established hotels as well as students of hotel business management (i.e., prospective hotel owner-operators) may find this program beneficial.

     

    Course Objectives
    Upon completion of this course, participants should be able to:
    • Explain how to identify the unique features of their hotel.
    • Establish the proper rate structure to maximize their profit.
    • Explain how to choose the right target markets for their hotel.
    • Select the best methods of promoting their product.
    • Prepare an action plan for marketing activities in their hotel.
    Content
    • Introduction to the workshop
    • Session 1: Why does your hotel need to be unique?
      • Facts of life
      • The benefits your hotel can achieve in the short-run and long-run from being recognized
      • Roadmap to differentiate your hotel
    • Session 2: Steps to make your hotel different from others
      • Define your product
      • Compare your product with your competitors' to identify different features
      • Decide on a theme for unique features
      • Implement or enhance distinct features
    • Session 3: Money matters
      • The importance of creating a proper rack rate and the formula to do it
      • Rate structures and the various types of rates
      • Establishing a budget for marketing and sales activities
    • Session 4: The market
      • Market types and their requirements
      • Leisure market segments
      • Selecting the target market
    • Session 5: Promote it
      • Advertising
      • Packaging
      • Promotion
      • Trade shows
      • Trade missions and sales calls
      • Hotel reservation websites
      • Sales kits
    • Concluding remarks, action planning and wrap-up
    Course Duration

    2 days (14 hours)


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