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Hotel CURRENT Service Plan

By: Christian Walker

Executive Summary

Hotel Current, owned by VENQUEST HOTEL GROUP, recently acquired Hotel CURRENT, located in Long Beach. Hotel CURRENT’s goal is to deliver the best guest experience during their stay. Hotel CURRENT provides luxurious rooms at an affordable price, along with a “4 Green Eco-Leafs” from iStayGreen, an organization, which enables the Internet public to make informed decisions on the environmental impact of their travel and lodging choices. With another location in Orange County, VENQUEST HOTEL GROUP has managed to acquire a hotel in the heart of Long Beach. The Hotel CURRENT Service Campaign is designed to specifically achieve to following goal:Position Hotel Current as the “go to” hotel in Long Beach by holding quarterly themed events, along with maintaining an a social media presence.

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Situation AnalysisIndustry Outlook

Situation Analysis

Having a great reputation through social media apps will guarantee more clientele for the hotel.

Millennials are the fastest growing customer segment within the hospitality industry.

Real-time Marketing and providing content on an ongoing basis will dominate the industry. Although it would be unwise to discount the impact of traditional marketing, real time marketing must take place on a regular basis and incorporate guest-generated content, especially via social media. This must be a crucial component of the marketing mix.

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Competitive Analysis

Competitive Analysis The Varden:

• $129/Night• No Social Media• No Events at Hotels

Holiday Inn Long Beach Airport:

• $152/Night• Very Low Social Media

Activity • No Events at Hotel

Competitive Analysis The Hilton Long Beach:

• $189/Night• Corporate Account• No Hotel Events

Hotel CURRENT:

• $139/Night• No Instagram Account• No Hotel Events

Target AudiencesTravelersInternational leisure travel has increased markedly due to the visa waiver program introduced by President Obama in 2012. The U.S. Department of Commerce projects an annual growth rate of approximately 4 percent in international travel. This represents over 80 million visitors. China is preparing to send tens of millions of leisure tourists into the international market every year. Long Beach is one of the world’s busiest ports, so the 4 percent will double.

Target AudiencesWine DrinkersThere are currently about 93m regular wine drinkers in the US – or about 40% of the adult population – says research company Wine Intelligence, but that figure is set to grow to 109m, or 44% of all adults, by 2025.The report shows a shifting emphasis from today’s ‘Millennial’ generation of young drinkers to ‘Next-Generation’ or ‘Next-Gen’ consumers, born in or after 1995.The oldest of this group are about to become of legal drinking age and will, says Wine Intelligence, play an increasingly significant role in the wine market over the next 10 years, with about 22.7m ‘Next-Gen’ consumers drinking wine regularly by 2025.

Target Audiences• Millenials - Exploration, interaction and

experience are the major focus of Millennials who are willing to pay more for a greater experience. Many of them are looking for an overall gourmet experience for a reasonable price and this has produced all new lobby designs in the hotel sector.

• Lobby bars and hotel restaurants are wide open with combination work, play and eat/drink spaces designed with this Millennial customer in mind, one who is a “party of one” but “hanging out together.”

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Key Messages

Key Messages

Fantastic exclusive online giveaways, separating Hotel CURRENT from its competition. 

Unique location in the heart of Long Beach, the nation’s 2nd most diverse city!*

New hotel experiences to keep guest wanting more!

Hotel Current is an affordable, fun, and “green” environment where guests receive five-star treatment, at a low cost. With an innovative digital experience, along with seasonal events, we guarantee your experience will be F.U.N.

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SWOT(Strengths, Weakness, Opportunities, Threats)

SWOT

Weakness No Instagram Account

No Hosted Events

No Press Coverage of hotel

Threats Hard to gain followers on social media

No Participation at events

Surrounding hotels will mimic events

Strengths Great location

Large galleries and halls

NPO relationship already established

Competitive pricing

Opportunity Create a new Instagram account Have a variety of events at hotel Gain relationships with bloggers

Goals

Position Hotel CURRENT as a social media expert. Host more events at Hotel CURRENT to increase

awareness in Long Beach.

Objectives

Increase social media followers by 25%  Increase social media activity.  Increase promotion of social media outlets.  Reach out to traditional media for social media activity for event

coverage.  Create themed events for each season. Create media list to promote events.  Have a 65 person attendance rate per event. Form partnership with non-profit organizations.

Strategies

Utilize social media to engage past and future guests. Hold spring and fall “Wine Downs” inside galleries every

Friday from 4p.m. - 6p.m. and every Saturday from 12p.m. - 2p.m.

Hold Winter Silent Art Auctions inside galleries every Friday from 4p.m. to 6p.m. and every Saturday from 12p.m. to 2p.m.

Hold summer “Summer Movie Night” inside galleries every Friday and Saturday from 6p.m. to 8p.m. for hotel guest.

Tactics

Create an Instagram account. Use the official Hotel CURRENT Hashtag on social media #StayCURRENT. Create a comprehensive content calendar highlighting contest such as ticket

giveaways from Aquarium of the Pacific and Queen Mary.   Free lunch giveaways from partner restaurants on social media. Grand Prizes such as a two-night stay on social media.  Collaborate with local wine bloggers to cover events. Create media list of local wine connoisseurs to invite for event participation (B2B). Promote on social media from August – September & February – June (Wine-Downs) Contact Traditional media to cover events.

Tactics (Cont.)

Create media list of local artist to invite for event participation 

Promote on social media September – December Promote on social media from June – August.  Create events calendar for each month. Create pamphlets highlighting each movie showing

for the month. 

Examples of Wine-Downs

Examples of Art Auctions

Example of Summer Movie Night

Partnerships – B2B (Non-Profit Organizations)Aquarium of the Pacific - The Aquarium of the Pacific was the first among museums, zoos, and aquariums in the nation to register its greenhouse gases and is a leader in green practices, including its LEED platinum Watershed classroom. In 2009 the Aquarium was awarded the Super Nova Star Award by the Alliance to Save Energy for being the nation’s most energy-efficient business with revenues under $50 million.

Partnerships – B2B (Non-Profit Organizations)California Native Plant Society - The California Native Plant Society is a 501(c)(3) organization dedicated to protecting California's native plant heritage and preserving it for future generations. Our nearly 10,000 members promote native plant appreciation, research, education, and conservation through our five statewide programs and 34 regional chapters in California.

Partnerships – B2B (Non-Profit Organizations)Green Long Beach - Green Long Beach, a part of the Catalyst Network of Communities, is a collaborative organization that focuses on bringing individuals and organizations together to promote environmental awareness through education and outreach. Our mission is to promote sustainable practices and activities by providing opportunities to connect with: community gardens and green spaces, green jobs and training, community tree plantings, creative reuse and up-cycling, music and art, celebrating the annual Green Long Beach Day, and other community based environmental needs.

Example of Press Release

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Social Media#StayCURRENT

#StayCURRENT

Hotel CURRENT @hotelCURRENT

RT if you love our #WineDown weekends! #StayCURRENT

$ Budget $

Tracking Social Media Engagement

Free

Wine for Wine Downs $30k - $50kImplementation – Entry Level $42,000Tracking Event Attendance FreeTotal: $72k - $92k

Timeline

Q1: Create Instagram Account and publicize for

winter art auctions.

Pitch letters for Spring Wine -

Downs

Q2: Publicize for Spring Wine

Downs. Send out pitch letters to media

regarding Summer Movie Night

Q3: Publicize for Summer Movie

Night. Send out pitch letters to media for fall Wine –

Downs

Q4: Publicize for fall Wine – Downs.

Pitch letters for spring Wine –

Downs.

Sample Media List

Thank You!