Objective of the product marketing: identifying the product and the reference target

The MKT of product has got a key function to plan the REVENUE and the commercial politics of every single structure or hotel.
We start with the analysis and a data collection on the destination, from a market study, from the reference target, basing also on the historical data on production, the analysis of the sales channels, of the origin markets travelled from the hotel and lastly the stay indexes:

- SWOT analysis;
- Analysis of the reference market;
- Identification of competitors;
- Elaboration and gathering of statistical data on the fluxes and origin (bodies, observers, etc.);
- Calculation of the stay indexes such as: length of stay, ADR, RevPar, Booking Window, etc depending on the markets and of the origin fluxes and on the period of the year;
- Analysis and successive evaluation of the complete mapping of the distribution of the hotel;
- Analysis of the clusterized production for the single customer targets;
- Analysis of the production processes and of the quality standards;
- Plan and implement (if not already existing) the management control and analytical accountability that creates a relationship on costs and revenues of every single sector, emphasizing the fixed costs, the variable costs and the degree of productivity and the efficiency of every single sector.

THE PRODUCT IS THE RESULT OF THE ANALYSIS AND OF THE CORRECT READING OF DATA. AFTER DEFINING THE OFFER OF THE HOTEL STRUCTURE, AFTER ANALYSING AND IMPROVING THE PRODUCT, AND THE RELATIVE REFERENCE TARGETS, WE WILL ANALYZE THE NEW DISTRIBUTION CHANNELS.

REVENUE MANAGEMENT

It’s an articulated and complex philosophy, expressing itself in a strategic commercial plan in view of a bettering of our productive capacity and thus to the exponential improvement of occupation of our rooms intervening on the market with different price levels and services, that determine the attention of the market towards our structure.
In effect, if we want to make a practical example, the strategy of revenue is well represented by the flower field in our photograph.

We have to be able to sow different types of flowers that can satisfy a wide range of potential customers, to identify the characteristics that every flower must have to satisfy the customer’s needs and to match our offer to the right price according to the period and to the relationship between the demand and the offer.
All this has of course to be supported by an effective system of listening to the market, of communicative exchange with it and a capacity to transmit the qualities and the characteristics of our brand.
In order to simplify we have to sell the right product/service, in the right moment, to the right customer and with the right channel.

Therefore when we talk of Revenue Management we mean directly the politics of tariffs and the sales channels online and offline, sustained by adequate actions of marketing.
The result is the optimisation of the average occupation of the rooms during the year and the increase of the average redditivity of the rooms.

Following the continuous evolution of the market, means implementing constantly our plan of marketing and communication that completes the offer.
The objective is always and only that of widen our reference market, to improve the attention to the customer, disintermediate the sale of our rooms and to build customer loyalty.

The objective of the Price Management: analyze historical data and forecasts (Forecasting)

Through the analysis of historical data of the Hotel, the average price and REVPAR (calculated on the profitability of the room available rooms and not on those in employment), along with other indicators that we will not be here to call for short exposure should be performed a focused assessment of the perception of the market compared to the price / quality ratio of our offer.

Having previously defined quality standards of our products and services, you are going to indentificare of the tariff schedules of segmented based on the time, the services requested, length of stay, number of occupants, and how many other variables we deem appropriate to identify the different types of clients to whom they are diversified tariff levels that will interact with the progress of requests and confirmations.
After this analysis will be established tariff policy future, shared with the property. We aim to implement a policy “strongly REVENUE ORIENTED”, customized to the needs and trends of the market.

- Analysis and optimization of the next trade policies and pricing;
- Strategic management of the daily tariff policy both on-line and off-line;
- Evaluation daily tariff levels applied to the online channel;

- Analysis of the continuous flow of reservation relating to individual sales channels;
- Create different pricing plans based on demand and market needs;
- Analysis of hotel services in order to increase the feedback or reviews on-line;
- Analysis and development activities related to brand reputation.

The aim of Distribution: Optimizing Sales Channels on and off line

We talked about this, but it is worth reiterating some basic concepts that today are involved significantly on the distribution of the tourism product.
First, the web has completely transformed the communication system and information retrieval enabling the end user to form their own opinions directly compared to what is offered and the satisfaction of their needs and expectations.

Therefore, knowing how to get in touch with this vast pool of market, knowing how to implement the wishes and needs, establishing a direct communication exchange and dialogue between them, meaning to perceive the pulse of the market and adjust accordingly the offer to the changing needs of customers.

Making an assessment of the existing channels and their productivity, new channels of distribution will be analyzed on the basis of changing market evaluating the actual adherence to the tourist flows and their ability to intercept tourism demand in relation to our product.
It will also optimize the content of the channels of sale (photos, texts, etc), so you always have effective tools.

- Search and continually assess new sales channels online;
- Create any new products and manage the connections between the various channels;
- Create promotions and events promotions for the web;

- To harmonize the rates of all the sales channels used;
- Manage operationally sales channels online daily;
- Check the pick up daily requests and actual bookings;

- Check daily quotas on all the sales channels online;
- Optimize the content-channel online sales.

The aim of the Department of Marketing and Communications: Branding Optimization, Social Media & Email Marketing

The main objective of this section is to communicate to the market and potential customers our philosophy of hospitality, the specific features that distinguish us, the environment and the atmosphere of our hotel, attention to detail and hospitality. We want to tell our guests their centrality in our actions, the importance that they play for us and the effectiveness of our action for the satisfaction of their needs.
For us, every customer is unique and special, and our efforts are directed to make him a stay, whatever the reason for his trip, which leaves a positive memory and a sign of our “home” that will allow him to choose us again and to talk well of us.

The brand for us is not only image but also content, essence and originality.
It will therefore developed a specific plan of communication with the use of several tools that can be transferred in a clear “sense” of a stay with us.
This will create a project that focuses on the development of BRAND and increasing the visibility of the structure. The research and subsequent management of SOCIAL CHANNELS allow you to reach a large number of visitors and potential new customers.

Using the same channel and with direct mailings, through appropriate tools and professional, you can create targeted promotions or emphasize existing ones. The result will be a significant increase in brand awareness, reputation and visibility online.

In addition, it will also be developed COMMUNICATION PLAN addressed to channel print, online and off line. Finally a plan for reporting, consistent over time, the performance and the feedback of every single action that will allow us to measure the results objectively.

Education and Training

Being efficient and effective quality are essential in a modern business hotel.
The internal organization, supported by job descriptions and organizational planning are the essential tool for a high quality of services and a careful cost management.
In addition, the image of the hotel is on the professional skills of those who work there and it is in direct contact with the user.

For these reasons, involve all employees in a strategic plan reception and efficiency becomes a major element in the success of our efforts.
Human capital is an essential element for the success of our business and then share through targeted training for each department, the strategic organizational and business, develop their professionalism and act on the sense of belonging to the company are essential principles .

The education and training (ON THE JOB sessions or front) of the staff and management is critical to the success and development of a commercial hotel. Every department of the Hotel requires specialized training, and above all studied the characteristics of the facility.

Thanks to our EXPERIENCE IN THE FIELD, gained over many years, we can offer practical solutions to the problems that arise every day in the hotel and it is important to address and solve, solutions based on the reality of the concepts and operations through the adoption by the staff adequate CONDUCT, aiming to optimize the production / productivity in all departments of the hotel, improving the overall efficiency, effectiveness in terms of reduced service costs.

Are available and will be used as necessary tools for an objective assessment of the abilities and capacities of the staff of the themes to be developed, to make a precise analysis of the initial situation, and to implement training interventions really specific on critical areas or by train.