B Product 65+ market
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Assignments
Name of assignment
Campaign and product 65+ market.
Situation
If we look at the information we have on the customers the hotel had so far, it is unclear what the socio-demographic characteristics are. For sure, the group elderly people (65+)is interesting:
- they tend to be more active and healthy than a decade ago
- they have relatively more to spend
- they numbers are growing
So, they are an interesting leisure group for sure, especially as they are less restricted to specific seasons.
Goal
To have a clear operational plan that enables the hotel to get in contact with this group and to make the overall occupancy rate go up by focussing on this market segment.
Task, deliverable
Develop a campaign which holds the following elements.
Special Weekend Offer for the this target group; be specific in the details of the package:
the customer offer: price, activity program, menu, duration, time period, type of room etc.
Devise a slogan or “ad-line” to announce the offer to customers: choose the medium(-s) of communication used to reach potential customers.
Estimate the resources necessary to provide this s[pecific offer (personnel, estimation of costs, other).
Explain how your campaigns supports the positioning or re-positioning of your hotel business and how it blends in with the other activities.
Very important in a commercial company is the ROI, return of investment of things done. So if you write the campaign, pay special attention to this. You pay attention to the goals, but it means look also at the costs: not only spendings but also (staff) hours.
The same goes for the goals or results: pay special attention to accountability of them: what are possible measurable results and which other results are more soft? But still try to make the soft results calculable as well.
Assessed elements
- Are all choices made and within the boundaries set?
- Is there a clear link to the strategy and current customers?
- Are the choices well argued with real data?
- Is it clear what the costs are spend on exactly?
- Is it clear what the results might be?
- Is the link the the ROPI and REVPAR made?
- Are there basic calculations done to show the effect of the choices at each choice?
Additional information
- Customers
- Occupancy rate
- Revenue per room
- Hotel industry statistics
- European Hotel market
- Senior hotel visitors preferences
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