A small luxury hotel in a 2nd tier city with a recent sharp surge in hotel room supply (competition). | Skillshare Projects



A small luxury hotel in a 2nd tier city with a recent sharp surge in hotel room supply (competition).

1.) What is Marketing for? What does this department/function/budget exist to do?


It exists to create a place for the hotel in the world as not simply a place for people to rest, but also to enrich themselves. A place of belonging where like-minded people gather as a base for exploring the city, and hopefully themselves.


2.) What are we allowed to touch?


Everything except the structure, fixtures and basic functionality of the building. The décor of the rooms will have fixed components and changeable ones.


3.) What can we as marketers measure?


The interaction potential and former guests have with our direct marketing.

The review score of the hotel in general, and whether our non-cleanliness and non-service related amenities and campaigns are mentioned (eg. Exhibitions we intend to have).

Engagement of these campaigns with guests via word of mouth feedback.

% of Guests returning and whether they've invited their friends to join them.


4.) What can we change?


The concept of the hotel can be molded as required to suit the needs and wants of our guests. Of course, approval of its owners and board are still required. 


5.) What promise are you going to make?


Authenticity in everything we do. We genuinely want to make the hotel experience one in which the minds of guests can be put at ease, and so thinking and connection with the people they’ve arrived with can be done. They will not face problems caused by us which detract from the experience.


6.) What’s the hard part?


While everyone wants a peace of mind, not everyone may understand or value it coming from a hotel. We attend yoga to soothe our minds and body, but can a hotel experience do the same? Am I willing to pay a premium for such a thing, or is it just too invisible, intangible? Are my targeted segments large enough to sustain the hotel?

Training and buy in from staff. It is not usual for a hotel in this region to pursue such high standards. Literacy is good but not everyone hired will be able to see that the experience is something that must be fiercely protected. Training for such a new concept will be difficult to develop.


7.) Should your organization be making trends or following trends?


The organization will be making the trend for hotels in its locality, but will be following the footsteps of mindfulness-focused institutions, like the School of Life (London), and concept-based hotels (eg. Art Hotels, Wellness Spa Hotels) around the world.


8.) Where is the risk?


The experience must be fiercely maintained. Every lapse in service will be a great hit to our promise of Authenticity. Should proper guidance or missteps take place one after another, the promise might be broken and the effort wasted.


9.) Who is in charge?


The marketer is the son of the owner, but the organization is directed by a group of family members whom may not see eye to eye on spending on a new concept.


10.) Marketers spend money. Where are you spending the money? What is it for?


It is to protect the promise of the hotel and let potential and returning guests know about our message and what we stand for.


11.) How should you be spending your time?


I should be spending it on measuring and testing the impact of our campaigns, ensuring standards are upheld and demanding that problems which detract from the experience be fixed. Figuring out how to sell the concept to the stakeholders and arriving at new ways to improve what we have.


The P Words


Choose three or four P’s you will prioritize to be the backbone of your marketing plan:


Personalisation – hotels already have the technology and resources to offer amazing personalization. It is a requirement at our price point.

Positioning – luxury, but value. We are just below the most expensive hotels but will have many amenities and things of interest.

Permission – Returning guests are the cornerstone of our marketing strategy. We will focus on direct marketing to deliver content relevant to our returning guests.

People Like Us – We appeal to guests looking for more than just a hotel stay, good taste, and new-age sensibilities. Our guests will be incentivized to stay and bring others like them to us.




An Action Theory of Marketing


Of the 50+ concepts covered in the lessons, what are the top concepts you'll use to generate Emotion, cause Change, earn the privilege to Alert and encourage people to Share?



Experience – the hotel stay is an experience. It starts before the booking is made and ends way after the guest has left. An opportunity to show true hospitality is only possible within when standards are well maintained and enforced, and when relevant and meaningful training is provided to staff.



Copywriting – a luxury hotel prides itself on useful and elegant copywriting. The quality of our content will send a message about who we are and is worth investing time in.

Lifetime Value – the city the hotel is in has many frequent visitors from the three large metropolitan cities surrounding it. Many come back often because it is their hometown, and others because it’s a convenient and safe escape from their usually hectic big city lifestyle.

Difference – the hotel can be the only one in its category, providing an authentic engaging experience beyond simply ‘good service’ and ‘nice rooms’. Guests often come to foster relationships, explore new and remember old things.


Subscriptions and Email Marketing – anecdotes and quotes and happenings every month. Talking about events happening in the city (though there are few) and new or old places to try out, and the stories behind them. The story of the city is part of our story.

Testing and Measuring – campaigns and mailers will be subjected to testing and measuring as is expected when using direct marketing.

Schedule – coincided with our most profitable periods: long weekends, but also focusing on days with expected lower occupancy.



Word of Mouth, Sneezers and Amplifiers – they are invaluable to us. We will construct materials to help our best guests know how to talk about us. We want to reward and incentivize them as best we can.
Hive – we want to build a hive around whole wellness and affordable, tasteful luxury.


Marketing Point of View


What do you stand for and what are you trying to accomplish? Include what you don’t and won’t do, what you believe in and what works for you and for your customers.


We will build a story on the basis of a principle that hospitality is more than a place to be, food to eat and nice surroundings. It can be a two way, constructive experience between the hotel and guests. We aim for authenticity and good taste, for long-term over short-term profit. We want to invite our guests to be a part of what makes us and to lead the way to a more human hotel experience.


What’s Your Story?


The hotel is a small place where families, friends and couples are squeezed into small rooms. More than just sleeping and eating in it, they also come to rest their minds and bodies, fulfill social needs and perhaps learn something new about themselves and what they hold important. We want to be catalyst for such an experience.


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