52NL Year 1 Creativity assignment
Hotel Trade Fair - can you beat the competition?
In your market, you are not the only player. In addition to knowing your customer and who would want to stay at your hotel, you must know who your true competitors are – the ‘comp set’ . So now it’s time to pay extra attention and measure how well your hotel positions itself in the market and the way it promotes, sells, and uses distribution channels effectively.
A very important international Trade Fair is coming up. Ms. Jill Jandal has strongly suggested that your Brand-new hotel concept is present and participate fully at this event as part of the Emerald Forest Portfolio. This is not only a good opportunity to introduce your new hotel concept to press, industry – think: travel agents and planners - potential guests; it’s also the place where you can closely observe your competitors’ commercial efforts and improve on your competitive advantage.
Trade fairs have a long history of onsite presence; examples of important events include ITB Berlin, WTM in London or the Dutch Tourism Expo. Now more than ever, face-to-face networking, AI and IOT technologies, and industry live events are back in combination with integrated social media platforms as part of digital marketing: a hybrid approach. Clearly, a great opportunity to capitalize on your new hotel future plans.
Situation
- Check recent developments and how well you have developed your own strategy. Moreover, be mindful as to how you plan to make use of social media and the integration of digital media transformation and its current technologies. i.e., artificial intelligence, robotics, virtual reality, internet of things, fifth generation wireless technologies, ... etc.
Social media are used for:
- communication with your clients
- 'eavesdropping' on your clients
- checking the competitors
- digital marketing
- revenue management, RevPAR maximization
- managing customer’s experiences
- learning from reviews for service improvement
All these qualities can be used to set up an ultimate campaign performance on the Trade Fair.
Goal
Your Team File Year 0 preparation and strategic choices must be ready and ahead of time before the Trade Fair. Mind, you ought to reflect on the International Trade Fair, observe, and learn from your competitors, and carry out a competitor analysis as part of your decisions in year two. Hence, this assignment is not just about generating some mindless marketing and sales blurb! So, it might not be a bad idea to divide the tasks so you can ensure your deliverables are coherent!
Delivering a newly improved, revamped plan using digital and social media, with concrete choices. So, at the end, it contributes to better marketing intelligence and an improved inbound and outbound communication. Needless to say, it should bring measurable results.
Create the ultimate campaign to beat the competition!
Task, deliverable
In earlier Year 0, Preparations, in certain choices were made. One of them your Facebook business page as well as a 2nd Social media channel. Check once again what your measurable goals are and aim for an even better result.
- Create at least five posts on both accounts, supporting your strategy.
- Be creative in the type of posts, the target audiences and the content you upload (beware of IP!)
- Try to get a decent number of followers or reads, views or comments on these posts.
- Upgrade the information on your social media on the tab ‘Preparation’.
- Prepare a 3-minute video, promoting your hotel, embedding a simulated digital media of some sort and offering an invitation to react online. This video will be a running-video shown at the Hotel Trade Fair.
Be sure that social media accounts are public as you include their links on the tab ‘Preparation’ in your Team File.
At least two members of your team should be present and attending your booth during the entire Trade Fair. The ‘booth’ will be your main promotional tool, a running-video video and an open chat-box for online participants must be noticeable and available. Industry representatives, your fellow students, coaches, and other staff members will visit you and discuss your concept and strategy.
Assessed elements
- Is the link to the strategy clear?
- Are the posts online, original and effective?
- Is the explanation clear and measurable?
- Do the posts and the video support each other?
Handing in your assignment
Hand in your posts and video by uploading them in the right folder in the Capstone Course in LMS and MS teams.
- Be sure that your posts and video are also made public
- Be sure anyone with a link can access posts and video without any login (!)
- Add a written description of the way you have chosen to present your hotel and how this aims to improve your marketing efforts.
Additional information
- Social media
- Website
- Competition
- IP
- Social media now in use by Emerald Forest Hotel
- Social Hospitality: Key 2021 takeaways https://socialhospitality.com/2021/
- 2021 Social Media Trends Hoteliers need to know about https://socialhospitality.com/2020/01/social-media-content-trends-for-2020-infographic/
- H7 HOSPITALITY TRENDS IN 2022 MARKETERS NEED TO KNOW https://www.madfishdigital.com/blog/7-hospitality-trends-in-2022-marketers-need-to-know/
- 3 ways to keep social media visitors hooked on your website https://socialhospitality.com/2021/02/3-ways-to-keep-social-media-visitors-hooked-on-your-website/
- Tips to Market your Business Effectively at Trade Shows https://www.hotelnewsresource.com/article114146.html
- The ultimate guide to hotel marketing https://www.amadeus-hospitality.com/hotel-marketing/
- Will the metaverse revolutionize the hospitality industry? https://www.forbes.com/sites/forbestechcouncil/2022/01/10/will-the-metaverse-revolutionize-the-hospitality-industry/?sh=33d4d3b525e7
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