Riverview Hotel Marketing Plan -

Riverview Hotel

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2.1 Market Needs

The Riverview Hotel offers value and benefits to our clients, over and above the standard of

our facilities and affordable rates. We seek to provide our guests with an exemplary personal

service, and level of recognition that they have come to rely upon. We provide our guest with

a luxurious, relaxed environment within which to conduct their business.

An environment which they cannot find at our larger, more impersonal competitors. Our

guests need to know that they can develop a relationship with the hotel that will ensure

efficiency, value for their money and reliability in supplying them with the support they need,

when they need it. The Riverview Hotel operates in a city with a very strong sense of

community, and we want to stay an integral part of that community.

2.2 The Market

The Riverview Hotel is a boutique 5*+ hotel comprising 35 luxury guest rooms and specializing

in servicing business and corporate clients. It serves the business community, and visiting

business traveller, in the city of Notown USA.

Our key clients are contracted corporate clients originating from both international and

domestic markets from within the travel trade, automotive and IT segments. The strategic

location of the property is key to its success in these areas due to the proximity of the

Exhibition Halls, Overall Motors and Silicone Hill, USA.

Key to our business success is the level of customer loyalty and repeat business we receive on

an annual basis. We offer our guests the most up-to-date technical business facilities, both

inside the rooms and within the hotel's conference facilities.

Our guests feel that they can conduct their business from within a less austere atmosphere

than can be experienced in our competitive properties, where there is less personal

recognition. They appreciate being called by name when they arrive, and having staff

remember their specific requirements, time and again. This is key in developing the

relationship beyond an initial stay and evidences our added value in relation to competitive

properties in the vicinity.

Table: Market Analysis

Market Analysis

2005 2006 2007 2008 2009

Potential Customers Growth CAGR

Travel 7% 1,000 1,071 1,147 1,228 1,315 7.09%

IT Industry 8% 1,200 1,296 1,400 1,512 1,633 8.01%

Automotive 10% 1,500 1,643 1,799 1,970 2,157 9.51%

Total 8.38% 3,700 4,010 4,346 4,710 5,105 8.38%

Riverview Hotel

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Travel

IT Industry

Automotive

Market Analysis (Pie)

2.2.1 Market Demographics

Market Geographics: Notown, USA is a suburb of Seattle, Washington, with a population of

150,000.

Market Demographics: The community is made up predominantly of households having two to

four children, either at home or away from home, with at least one parent/guardian having

attended college.

Market Psychographics: There is a strong 'small business' ethic in the community, and many

family-run enterprises have been prospering for generations. There is also a strong sense of

community and a high level of awareness as regards to caring for the environment.

Market Behaviors: Businesses in the area choose to support one another wherever possible, be

remaining loyal to long standing relationships with customers and suppliers. This acts as a

means of investing in, and supporting the community structure, rather than shifting alliances

to large 'newcomer' suppliers, despite the potential cost savings involved.

This attitude supports the brand principles of the Riverview Hotel, which has had a presence in

the city for 15 years, and is well supported by local business requirements for rooms,

conference facilities and catering business functions.

Based on research carried out in 2001, more than 68% of the population had some awareness

of the Riverview Hotel. Awareness levels were highest amongst small- to medium-sized

businesses with 20 or more employees, who had utilized the hotel's facilities either for visiting

business guests, or for their own functions.

Riverview Hotel

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2.2.2 Market Trends

Market trends can be categorized as follows: Corporate Travel Policies, Local Business Trends,

and Economic Cut Backs.

Corporate Travel Policies: As a result of various security issues, as regards travelling in

both domestic and international markets, there has been a significant drop in corporate guests

visiting the city. Although