Hotel Strategic Marketing Plan

Topics: Hotel, Marketing, Traveler Pages: 11 (1853 words) Published: May 3, 2013

First Name

Student ID

Name of ProgrammeTourism and Hotel Management

Name of Paper


Assignment No.

Unit Standard No.

(If Applicable)

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(including cover)

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Concept Statement and Mission Statement

Copthorne Hotel and Resort Kerikeri is an upscale hotel brand that delivers a refreshing and inviting guest experience that is reflective of the local community. Copthorne Hotel and Resort delivers a vibrant, engaging and genuine hotel experience that gives guests and clients the confidence to step out and explore the local neighborhood. Copthorne Hotel and Resort Kerikeri is unique and designed to reflect the local culture and geography of the surrounding area while the brand ensures consistent and first class service.

Mission Statement

To provide exceptional hospitality services and unique hotel products to our valued guests. We will carry out our vision through our commitment to our core values:

Integrity – We will maintain the highest standard in all our actions.

Teamwork – We will work together to achieve our goals.

Individual Worth – We recognize our individual team members and their contributions.

Standard of Excellence – We will provide our guests with a superior quality product and make an effort to be better than our competitors.

Personalized Guest Service – We will meet the specific needs of each guest with a professional, friendly, prompt and courteous attitude from all staff at all times.

Being able to pursuit these core values will ensure the financial success and growth for Copthorne Hotel and Resort and its team member.

SWOT Analysis


Brand new – Copthorne Hotel and Resort Kerikeri is the only Five Star Hotel in Kerikeri at present.

Five Star – Qualmark Five Star recognition.

Kerikeri town centre – Walking distance to Kerikeri town.

Swimming Pool and Spa – Architecturally designed EnviromentalPool© free from chlorine and other chemicals. The pool and spa blend into the natural surroundings.

Massage and Beauty Spa – A team of highly skilled and professionally trained beauty, massage and hair stylists available on site.

Copthorne Workout – State of the art cardiovascular and weight training equipment.

Wifi – Free Wifi with no data cap.

Customer Loyalty – Customers are loyal to the Copthorne brand


Price – More expensive than your average hotel in Kerikeri.

Orientation – Business orientated and not family orientated enough.

Airport Transfer – No special transportation shuttle to the airport. (However one can be arranged using a local taxi company).


Improving economic conditions – Dynamic growth in emerging markets.

Demand – Between national and international guests can be easily managed due to difference in the period of holidays.

Product and Services expansion – Being part of a chain allows easier access to new popular services and products before our competitors and at cheaper prices as relationships have been made.

Weddings – Conference Rooms that could be easily used for weddings. Or using our park like settings for outdoor weddings.


Frequent World Crisis – Natural disasters (earthquakes).

Credit Crunch – The fear that the travel and tourism industry will see a slow down in revenue as consumers spend and travel less.

Competitors – As the town gets bigger and population grows more chain brands are going to build hotels in the area.

Target Market Strategy

Primary Markets

Business Groups:

Corporate groups will make up the bulk of the hotels occupancy. Corporate groups such as businesses (accounting and law firms). Chain stores choosing our hotel for a conference location. Military and Educational. The corporate group will consist of people...

David Weaver, Laura Lawton (2010) Tourism Management Fourth Edition, John Wiley & Sons Australia, Ltd.
Peter Rix (2011), Marketing: a practical approach 7th Edition, McGraw-Hill Australia Pty Limited.
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