Promotion
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Hardly promotion or marketing
Until you take over, the hotel did not spend any money on marketing, as you can tell by zero marketing costs in the operating review.
The hotel was run in a family hotel style and many leisure customers were regulars or booked because of word-of-mouth.
For the business market the same goes: the relations the the companies in the city always have been good, and there was no real need to profile the hotel at all.
Distribution
The same goes for distribution: so far there has been hardly any cooperation with agents, Tour operators, DMO's, affiliates or platforms.
Now, with the upcoming of platforms like Tripadvisor, Hoptels.com, Bookings.com, Airbnb e.g. a new look at this is needed.
Bonuses can be given for:
- Game play
In the game you are asked to perform in a certain way, you are asked to be creative and think commercial. Some of the teams actions are not rewarded in getting more customers, but by a special bonus given to your team. This can be related to a decisions which your team has worked out very well and of which you have proven that it could bring results to the hotel. All of this calculations then should be extended, realistic and backed-up by benchmarks or cases in real life (hyperlinking and explaining this).
- Creativity
You are asked to be creative and in this still be commercial. If you are the first team in a city to come with a refreshing new look on communications or marketing this could be rewarded by a bonus. If you have thought of something very creative, always, as normal in marketing, point out what the goals are, which stakeholders or customers you want to reach, with which message and what are our expectations on the results. Try to make things SMART and be sure that the coaches know and it this creativity might bring a bonus which will directly be added to your profit in a year.
- Game events
In the game events might occur or sometimes governmental organisations come with new rules, with subsidies or funds. If you are alert and react in the right way, you might get a bonus out of this if you keep to the rules.
Influence of bonuses
Fines and bonuses while have direct effect on the result of the year if which they are given. There is a special item on you operating review where they will be mentioned. So they will influence (for the good or the bad) the result of (only) this year. But as the profit of any year lead to the total of the net profit (or lose..) accumulated after all of the years played, any figure on the operating review has influence on your ranking and net profit. So do fines and bonuses.
A bonus or fine will directly make your net profit go up or down.
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