Hotel Sales & Marketing Plan

Jos Tomaz de Mello Breyner Page 1 -
HOTEL SALES &

MARKETNC PLAN

YEAR 2004

FORMAT & WORK OOK


TABLE OF CONTENTS

INTRODUCTION

1. Operating Environment
1.1 Hotel Top 5 Nationalities graph
1.2 Supply of Rooms

2. Key Marketing Objectives
2.1 Market Segments, Occupancy & Turnover

3. Hotel Positioning
3.1 SWOT Analysis
3.2 Market Perception of Competitive Set

4. Sales & Marketing Action Plans
4.1 Strategic Focus by Market Segment
4.2 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


lNTRODUCTlON

The IoIIowIng SaIes and MarketIng PIan Iormat has been desIgned to be a workIng
document Ior actIve use durIng the year.
You are encouraged to revIew on a quarterIy basIs the IoIIowIng sectIons and to
update them as necessary

ndIcates that the tabIe oI the sectIon Is a MS ExceI document. DoubIe cIIck on
the tabIe to open It, once you have entered the IIgures, just cIIck outsIde the tabIe
area to return to the word document

ThIs document has been saved by deIauIt on your hard dIsk under the IoIIowIng
path:
C:\Accor\2004\SaIes & MarketIng\S&M PIan
'Save As` thIs IIIe, In the same IocatIon specIIIed above:
REPLACE 'XXXX` by your RD number
Once thIs document wIII be compIeted, return It to your CeneraI Manager SaIes Ior
approvaI


1.OPERATlNC ENVlRONMENT

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
Room
Nights
% Total RNs
Room
Nights
% Total RNs
var. %
#####
#####
#####
#####
#####
2003 Actual + Estimate 2004
Top 5 Hotel Guest Origin
Room nights
0
0.2
0.4
0.6
0.8
1
1.2
2003 Actual + Estimate 2004


1.2 THE SUPPLY OF ROOMS

PIace here the current state oI suppIy In the market; aIso IncIude In thIs sectIon the
expected change In suppIy to the market Ior 2004. 8e reaIIstIc In terms oI openIng
dates and In terms oI addItIons to hoteI suppIy.

Comments:

2003 2004
Avl. Rms Avl. Rms
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 0
Opening
Date
(dd/mm/yy)
Comments
Input your comments in this box


2. KEY MARKETlNC O|ECTlVES

PIease state your key objectIves In the IoIIowIng areas:

2.1 Market Segments, Turnover & Occupancy
Note: PIease IIIIIn the IoIIowIng Iorm usIng strIctIy the same IIgures as the one In the StrategIc
8udget PIan


3. HOTEL POSlTlONlNC

3.1 S.W.O.T AnaIysIs & U.S.P

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 0.00% 0.00 0.00% 0.00% 0.00 0.00% 0.00
Average Rate net 0.00 0.0% 0.00 0.00 0.0% 0.00 0.0%
Business Groups, excl. Crews (incl. Complimentaries)
Average Rate net 0.00 0.0% 0.00 0.00 0.0% 0.00 0.0%
Business Groups, Crews only (incl. Complimentaries)
Average Rate net 0.00 0.0% 0.00 0.00 0.0% 0.00 0.0%
Leisure Individuals (incl. Complimentaries)
Average Rate net 0.00 0.0% 0.00 0.00 0.0% 0.00 0.0%
Leisure Groups (incl. Complimentaries)
Average Rate net 0.00 0.0% 0.00 0.00 0.0% 0.00 0.0%

What does S.W.O.T. stand IorZ Strength
Weaknesses
OpportunItIes
Threats

ProvIde a S.W.O.T. anaIysIs oI your property.
n doIng so, IdentIIy the prImary competItors oI your property.

What does U.S.P stand IorZ UnIque
SeIIIng
PoInt

State the UnIque seIIIng poInt oI your hoteI, II any and IIst the ones oI your
prImary competItors

PrImary competItors are deIIned as those propertIes competIng agaInst you Ior
busIness Irom sImIIar market segments, wIth sImIIar average rates.

SWOT`s need to be updated annuaIIy. HoteIs change, theIr markets change etc.
We recommend you not to copy the ones Irom Iast year.

3.1 S.W.O.T. ANALYSlS

HoteI Name Nb
Rm
s
FacIIItIes Strengths Weaknesses OpportunItIes Threats UnIque SeIIIng
PoInt
Your hotel (versus
your competitors)
Meeting rooms:
Restaurants:
Banquet:
Pools:
Distance to
Airport:
Location: A, B, or
C

Competitor 1
Competitor 2
Competitor 3
Competitor 4
Competitor 5
Note : Under IacIIItIes, Input number oI meetIng rooms, restaurants, pooIs, etc.
LocatIon: choose between A, 8 or C wIth the IoIIowIng crIterIa: A= PrIme cIty IocatIon, 8= Secondary IocatIon, C=
OutsIde town
The compIete SWOT anaIysIs shouId be kept concIse and IIt In a maxImum oI 2 pages

3.2 Market Share & PosItIonIng

Market Perception of competitive Set - 2002
Comments:

Hotel Name Rms avail Rms Sold % Occ. ARR MPI ARI RGI
Your Hotel #DIV/0! #DIV/0! #DIV/0! #DIV/0!
Competitor 1 #DIV/0! #DIV/0! #DIV/0! #DIV/0!
Market Average 0 0 #DIV/0! #DIV/0!
2002 Actual
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1
0.00 10.00 20.00 30.00 40.00 50.00 60.00 70.00 80.00 90.00 100.00
Occupancy rate
A
v
e
r
a
g
e

R
o
o
m

R
a
t
e
Your Hotel
Competitor 1
Competitor 2
Competitor 3
Competitor 4
Competitor 5
Market Average

Market Perception of competitive Set 2003

Comments:

2003 YTD + Forecast
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1
0.00 20.00 40.00 60.00 80.00 100.00
Occupancy rate
A
v
e
r
a
g
e

R
o
o
m

R
a
t
e
Your Hotel
Competitor 1
Competitor 2
Competitor 3
Competitor 4
Competitor 5
Market Average

Market Perception of competitive Set 2004

Comments:

2004
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1
0.00 20.00 40.00 60.00 80.00 100.00
Occupancy rate
A
v
e
r
a
g
e

R
o
o
m

R
a
t
e
Your Hotel
Competitor 1
Competitor 2
Competitor 3
Competitor 4
Competitor 5
Market Average


4. Sales & Marketing Action Plans

4.1 Strategic Focus by Market Segment

For each oI the maIn segments, pIease state cIearIy the objectIves
IIgures Ior the Year 2004 (Irom sectIon 2.1) and buIIet poInt the key
saIes strategy on how thIs wIII be achIeved. The 2003 budget
coIumn has been IncIuded to have a reIerence poInt Ior 2004 due to
the adverse eIIects oI SARS on the 2003 resuIts.

8USNESS NDVDUAL
2002 actual 2003 Budget
2003 actual Aug
+ Estimate
2004 Budget
2003 - 2004
var.
No. Rooms Rented #DIV/0!
BUSINESS Average Rate #VALUE!
INDIVIDUAL % of Total Rooms Rented #DIV/0!
Net Revenue #DIV/0!

The above obectives will be achieved by:

8USNESS CROUP - ExcIudIng AIr Crew


2003 actual Aug
+ Estimate
2004 Budget
2003 - 2004
var.
GROUP % of Total Rooms Rented #DIV/0!
Net Revenue #DIV/0!

Variation 2003 - 2004 will be achieved with the following actions:

AR CREW - I appIIcabIe

2003 actual Aug
+ Estimate
2004 Budget
2003 - 2004
var.
Net Revenue #DIV/0!


LESURE NDVDUAL


2003 actual Aug
+ Estimate
2004 Budget
2003 - 2004
var.
LEISURE Average Rate #VALUE!
INDIVIDUAL % of Total Rooms Rented #DIV/0!
Net Revenue #DIV/0!


LESURE CROUP

2003 actual Aug
+ Estimate
2004 Budget
2003 - 2004
var.
LEISURE Average Rate #VALUE!
Net Revenue #DIV/0!


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4.3 SALES AND MARKETlNC ACTlVlTY PLANS

These appendIces shouId reIIect Corporate actIvIty, so that a
compIete understandIng oI what actIvIty Is takIng pIace Is
IIIustrated.
To assIst In the preparatIon oI the monthIy SaIes & MarketIng
ActIvIty pIans, you wIII IIrst, need to compIete the Property
AdvertIsIng PIan and the Property PubIIc ReIatIons PIan, these
charts are on the next two pages.
SaIes and MarketIng ActIvIty PIans wIII Incorporate aII actIvIty beIng:
AdvertIsIng
DIrect MarketIng ActIvIty
PubIIc ReIatIons
SaIes ActIvIty

The SaIes and MarketIng ActIvIty PIan shouId reIIect your Corporate J
RegIonaI and Property actIvIty and support both your key J segment
objectIves. AII actIvIty that Is takIng pIace shouId be IIIus

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4.5 SPONSORSHlPS

AII sponsorshIps shouId be IIsted on the IoIIowIng tabIe, and at the
end oI thIs page, pIease provIde a brIeI summary oI aII sponsorshIp
actIvIty.

lTEM SPONSORED

LENCTH OF TlME

EXPlRY

UDCET

4.6 CEOCRAPHlC ORlClN

OutIIne the Intended geographIc source oI busIness.
HIghIIghted comments shouId be made substantIatIng the Intended
budgeted source oI busIness. You shouId be encouraged to use
pIe charts where possIbIe.
The CeographIc OrIgIn tabIe Is on the IoIIowIng page.

CLIENT ORIGIN
% % Tot al %
EUROPE AUSTRIA 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
BELGIUM/ LUX. 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
FRANCE 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
GERMANY 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
ITALY 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
NETHERLANDS 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
RUSSIA 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
SCANDINAVIA* 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
SPAIN 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
SWITZERLAND 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
U.K. 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
OTHER EUROPE 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
TOTAL EUROPE 0 0 0 0 ##### 0 0 0 #DIV/ 0! 0 #DIV/ 0! 0
U.S.A 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
N. AMERICA CANADA 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
TOTAL N.AMERICA 0 0 0 0 ##### 0 0 0 #DIV/ 0! 0 #DIV/ 0! 0
BRAZIL 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
S. AMERICA OTHER S. AMERICA 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
TOTAL S.AMERICA 0 0 0 0 ##### 0 0 0 #DIV/ 0! 0 #DIV/ 0! 0
SOUTH AFRICA 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
AFRICA OTHER AFRICA 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
TOTAL AFRICA 0 0 0 0 ##### 0 0 0 #DIV/ 0! 0 #DIV/ 0! 0
ASIA HONG-KONG 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
CHINA 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
INDIA 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
INDONESIA 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
JAPAN 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
KOREA 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
LAOS 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
MALAYSIA 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
MYANMAR 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
PHILIPPINES 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
SINGAPORE 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
TAIWAN 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
THAILAND 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
VIETNAM 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
OTHER ASIA 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
TOTAL ASIA 0 0 0 0 ##### 0 0 0 #DIV/ 0! 0 #DIV/ 0! 0
OCEANIA AUSTRALIA 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
NEW ZEALAND 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
NEW CALEDONIA 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
OTHER OCEANIA 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
TOTAL OCEANIA 0 0 0 0 ##### 0 0 0 #DIV/ 0! 0 #DIV/ 0! 0
MIDDLE EAST SAUDI ARABIA 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
Duba/ U.A.E 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
OTHER MIDDLEEAST 0 ##### 0 #DIV/ 0! 0 #DIV/ 0!
TOTAL MIDDLE EAST 0 0 0 0 ##### 0 0 0 #DIV/ 0! 0 #DIV/ 0! 0
##### #DIV/ 0!
TOTAL 0 0 0 0 ##### 0 0 0 #DIV/ 0! 0 #DIV/ 0! 0
% #DIV/ 0! #DIV/ 0! #DIV/ 0! #DIV/ 0! #DIV/ 0!
ORGES Budget -2004
Business Leisure
IndividualsGroups Crew S.TOTAL IndividualsGroups S.TOTAL
Local
Currency
room Rvn.


5 DlSTRlUTlON

5.1 ALLOCATlON ANALYSlS

The IoIIowIng tabIes wIII heIp us to access the weIght and eIIIcIency oI
aIIotments throughout the regIon.

PIease ensure to add IInes II there are more accounts to be IIsted.

I you are unsure about how to IIIIIn thIs document, pIease revert to
your respectIve CM SaIes.

PIease note that the season must correspond to the one you have
deIIned In the LeIsure Rate CrId 20032004

***FIense nserI Ihe nges jrom Ihe xceI jIe nnmed
AIIocnIon AnnIyss.xIs njIer Ihs nge.

6 UDCET

PIease IIIIIn the Iorm beIow wIth the IIgures pertaInIng to SaIes
onIy, excIude aII MarketIng and PR expenses
ExpIaIn dIIIerences In the comment box beIow the tabIe

2002 actual
2003 actual
Aug +
Estimate
2004 Budget 2003 - 2004
var.
#DIV/0!
#DIV/0!
#DIV/0!
#DIV/0!
- - - #DIV/0!
#DIV/0!
#DIV/0!
#DIV/0!
0 0 0 #DIV/0!
- - - #DIV/0!
Total Sales Expenses
Travel
Other Expenses
Sub Total Other Expenses
Sub Total Payroll & related
Accor Asia Sales Contribution
Salaries & Wages
Employees Benefits
Service Charge Redistributed

7 Sales & Marketing Organization Chart


PIease Insert your SaIes & MarketIng OrganIzatIon
Chart on thIs page.

ThIs Is the Iast page oI your HoteI SaIes & MarketIng PIan
2004

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