José Tomaz de Mello Breyner
Page 1 -
TABLE OF CONTENTS INTRODUCTION 1.
Operating Environment 1.1 1.2
Hotel Top 5 Nationalities graph Supply of Rooms
2. Key Marketing Objectives 2.1
Market Segments, Occupancy & Turnover
3. Hotel Positioning 3.1 3.2
SWOT Analysis Market Perception of Competitive Set
4. Sales & Marketing Action Plans 4.1 4.2
Strategic Focus by Market Segment Pricing 4.2.1 Price comparison 4.2.2 Hotel Rate Grid 2004 4.3 Activity Plans: Advertising, Direct Marketing, PR, Sales and Sponsorships 4.4 Orges
5. Distribution 5.1 Allocation Analysis
6. Budget 7. Sales & Marketing Organization Chart
José Tomaz de Mello Breyner
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José Tomaz de Mello Breyner
Page 3 -
This section is not applicable anymore for the hotels. A country overview and demographics will be provided to every General Manager sales in order to complete the Country Sales & Marketing Plan
1.1 Top Five Tourist arrivals by Country of Residence – ORGES Hotel
Country of Origin
2003 Actual + Estimate Room % Total RNs Nights
2004 Room Nights
Top 5 Hotel Guest Origin Room nights 1.2
1
0.8
0.6
0.4
0.2
0 2003 Actual + Estimate
José Tomaz de Mello Breyner
Page 4 -
2004
% Total RNs
var. % ##### ##### ##### ##### #####
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2003
2004
Opening Date Avl. Rms Avl. Rms (dd/mm/yy) Your Hotel Name Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 5 New Hotel 1 New Hotel 2 New Hotel 3 New Hotel 4 TOTAL
0
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José Tomaz de Mello Breyner
Page 5 -
Comments
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José Tomaz de Mello Breyner
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ROOM SEGMENTATION
Actual
Vari
Actual
Estimate
Vari
Budget
Vari
YTD Aug 2003
ance
2002
2003
ance
2004
ance
Business Individuals (incl. Complimentaries) Number of rooms sold - Paid
0.0%
0.0%
0.0%
Number of rooms sold - Complimentaries
0.0%
0.0%
0.0%
Room Revenue net
0.0%
0.0%
0.0%
Number of Guests
0.0%
0.0%
0.0%
% of Total Rooms Rented Average Rate net
0.00%
0.00
0.00%
0.00%
0.00
0.00%
0.00
0.00
0.0%
0.00
0.00
0.0%
0.00
0.0%
Business Groups, excl. Crews (incl. Complimentaries) Number of rooms sold - Paid
0.0%
0.0%
0.0%
Number of rooms sold - Complimentaries
0.0%
0.0%
0.0%
Room Revenue net
0.0%
0.0%
0.0%
Number of Guests
0.0%
0.0%
0.0%
% of Total Rooms Rented
0.00%
0.00
0.00%
0.00%
0.00
0.00%
0.00
0.00
0.0%
0.00
0.00
0.0%
0.00
0.0%
Business Groups, Crews only (incl. Complimentaries) Number of rooms sold - Paid
0.0%
0.0%
0.0%
Number of rooms sold - Complimentaries
0.0%
0.0%
0.0%
Room Revenue net
0.0%
0.0%
0.0%
Number of Guests
0.0%
0.0%
0.0%
Average Rate net
% of Total Rooms Rented Average Rate net
0.00%
0.00
0.00%
0.00%
0.00
0.00%
0.00
0.00
0.0%
0.00
0.00
0.0%
0.00
0.0%
Leisure Individuals (incl. Complimentaries) Number of rooms sold - Paid
0.0%
0.0%
0.0%
Number of rooms sold - Complimentaries
0.0%
0.0%
0.0%
Room Revenue net
0.0%
0.0%
0.0%
Number of Guests
0.0%
0.0%
0.0%
% of Total Rooms Rented Average Rate net
0.00%
0.00
0.00%
0.00%
0.00
0.00%
0.00
0.00
0.0%
0.00
0.00
0.0%
0.00
0.0%
Leisure Groups (incl. Complimentaries) Number of rooms sold - Paid
0.0%
0.0%
0.0%
Number of rooms sold - Complimentaries
0.0%
0.0%
0.0%
Room Revenue net
0.0%
0.0%
0.0%
Number of Guests
0.0%
0.0%
0.0%
% of Total Rooms Rented Average Rate net
0.00%
0.00
0.00%
0.00%
0.00
0.00%
0.00
0.00
0.0%
0.00
0.00
0.0%
0.00
0.0%
;*9*<**)=** José Tomaz de Mello Breyner
Page 7 -
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Page 8 -
# $
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José Tomaz de Mello Breyner
Page 9 -
;*!"#!# Market Perception of competitive Set - 2002 Comments: 2002 Actual Hotel Name
Rms avail Rms Sold
Your Hotel Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 5 1
% Occ.
ARR
#DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! Market Average
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Your Hotel Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 5 Market Average
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Rms avail Rms Sold
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Your Hotel Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 5 Market Average
0.2 0.1 0 0.00
10.00
20.00
30.00
40.00
50.00
60.00
Occupancy rate
•
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José Tomaz de Mello Breyner
Page 10 -
70.00
80.00
90.00
100.00
Market Perception of competitive Set – 2003 2003 YTD + Forecast Hotel Name Your Hotel Competitor Competitor Competitor Competitor Competitor
Rms avail Rms Sold
ARR
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Your Hotel Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 5 Market Average
0.2 0.1 0 0.00
20.00
40.00
60.00
Occupancy rate
Comments: •
Input your comments in this box
José Tomaz de Mello Breyner
Page 11 -
80.00
100.00
Market Perception of competitive Set – 2004 2004 Hotel Name Your Hotel Competitor Competitor Competitor Competitor Competitor
Rms avail Rms Sold
ARR
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0.9 0.8 e 0.7 t a R m0.6 o o R 0.5 e g 0.4 a r e v A 0.3
Your Hotel Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 5 Market Average
0.2 0.1 0 0.00
20.00
40.00
60.00
Occupancy rate
Comments: •
Input your comments in this box
José Tomaz de Mello Breyner
Page 12 -
80.00
100.00
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2003 Budget
Page 13 -
2002 actual
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No. Rooms Rented
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José Tomaz de Mello Breyner
Page 14 -
2002 actual
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=.C.= José Tomaz de Mello Breyner
Page 15 -
2002 actual
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José Tomaz de Mello Breyner
2004 Budget
Page 16 -
2002 actual
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2004 Budget
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José Tomaz de Mello Breyner
Page 17 -
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ORGES Budge t -20 04 Business
Leisur e Local Currency room Rvn.
CLIENT ORIGIN div idual Gr oups AUSTRIA BELGIUM/ LUX. FRANCE GERMANY ITALY NETHERLANDS RUSSIA SCANDINAVIA* SPAIN SWITZERLAND U.K. OTHER EUROPE T OT AL EUROPE
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%
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José Tomaz de Mello Breyner
div idual Gr oups S.T OT AL
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Page 27 -
> •
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Total Sales Ex enses
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?!"#$!%&'(#('&@%&*'/#% José Tomaz de Mello Breyner
2003 - 2004 var.
Page 28 -
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José Tomaz de Mello Breyner
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