Hotel Strategic Marketing Plan
The first step for Starwood hotels would be to upgrade all their hotels and establishments. The level of upgrade can involve the internal fittings such as furniture and equipment. It can also include an upgrade in services for the chain of hotels. By doing this, the Starwood will attract a larger volume of high-end clientele and this in itself, will serve to increase the sales volume. Next, the Starwood administration needs to initiate an aggressive advertisement and promotion campaign that will ensure that all of Chicago and the rest of the globe can access all the features, offers and services. The internet is a major marketing channel that should be exploited fully.
This advertising campaign can be done online through the website, unique emails to all customers and other conventional methods such as billboards and digital and print media. Slight, but significant considerations such as including customers’ contributions in the website will improve loyalty. Social media sites such as Facebook and Twitter offer an opportunity for Starwood to advertise their products and services to Internet users. Apart from the advertisement campaign, Starwood can also develop different types of marketing offers and campaigns. These campaigns can be based on the different holidays or seasons. Combining these campaigns with the networking power of the website, Starwood can maximize their guest percentage.
This channel was selected as the best alternative since it offers an effective and measurable way to evaluate the progress of the hotel management. All the marketing channels have been researched extensively. Furthermore, regular targets will best determine if the marketing decisions made were worthwhile. For instance, all the management staff can be given a target for attracting guests, creating new services and opening up fresh establishments.
Michigan Avenue Website Feedback
From a consumer perspective, the Westin Michigan hotel website is simple, functional and effective. All the necessary links that provide information to consumers such as rooms, hotel features and locations are placed in an accessible area. The features of the Westin Michigan hotel have been covered in the website, and a consumer has a relatively easy time browsing through the pages. Consequently, from an SEO perspective, the website also has several benefits. The keywords responsible for the rising popularity of the website have been stated in several pages within the site. These keywords include Westin, Michigan, Westin Hotel, Chicago hotels and others.
Michigan Avenue – Things to Do Page
The page was designed in a simple yet effective way. For a consumer, the ‘things-to-do’ page contained valuable information including maps and directions that guided potential clients within Chicago city. The page also offered suggestions on the best restaurants, clubs, gyms and other recreational facilities within the vicinity of Michigan Avenue hotel. In summary, the page was informative, organized and packed with knowledge. From an SEO perspective, the page contained key information on Chicago locations that would easily show up on most search engines.
Facebook Conversation Calendar
|POSTING DATE||DAY||CONTENT BUCKET||SOCIAL PLATFORM|
|1/01/2014||Monday||Friday night rock concert||The Beatles will be performing live at The Westin Chicago River North. Entrance: $200. Food and drinks will be provided.|
|2/01/2014||Tuesday||Health spa offers||The Westin Chicago River North has lowered its prices for the personal and group facilities. Contact Mercy on +154786458 for more details.|
|3/01/2014||Wednesday||Japan and Korea offers||To celebrate 20 years of Starwood in operation, there is an offer for 50% off for rooms in Japan and Korea.|
|4/01/2014||Thursday||Free getaway||From 3rd May 2014 to 3rd August 2014, we are offering a free family weekend getaway. Enter the raffle for a chance to win.|
|5/01/2014||Friday||Gift||Buy your loved one a heartfelt gift from the Starwood Gift Shop at half price off.|
|6/01/2014||Saturday||Skiing lessons||Starwood is currently offering free skiing lessons to all the guests who stay in their Chicago hotels during winter.|