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Chapter 12 Marketing to Chapter 12 Marketing to Special SegmentsSpecial Segments
Reunion groups, juries, out-of-town wedding or funeral guests, truckers, sports teams, and movie crews are just few examples of the small or special market segments that many properties are now targeting.
International TravelersInternational Travelers
One of the fastest growing and most profitable special segments is the international traveler market.
International TravelersInternational Travelers
Definition Travelers originating from points outside the
country. Categories
North American Travelers European Travelers. Other international travelers (Asian, Australian,
African, etc.)
Define several patterns in the Define several patterns in the international traveler marketinternational traveler market Point of origin Reasons for travel to our country
The quality of nightlife, shopping, and accommodations as reasons for visiting.
Destinations The Japanese usually prefer large cities and tent to stay in
just one per trip. The French also prefer cities that offer cultural events and
nightlife. The British opt for such destinations as the Grand Canyon or
Rocky Mountains. Germans often tour extensively or select beach vacations in
Florida or Hawaii. Length of Stay
The Decision-MakerThe Decision-Maker
Individual guests: Foreign Independent Travel (FIT).
Local- or foreign-company managers Tour operators and wholesalers Travel agents Receptive agents
Meeting the Needs of International Meeting the Needs of International TravelersTravelers
Making reservations Language barriers Transportation to the hotel Methods of payment
Prepaid voucher programs Special appliances
Finding International TravelersFinding International Travelers Familiarity is important to many international
travelers. Hilton, Best Western International, and Sheraton are
well-known abroad. Independent or small properties
Seek out international travelers. Schools, colleges, and universities bring foreign
exchange students or special study groups into the country.
Service and fraternal clubs. International marketing manuals and directories.
Reaching International TravelersReaching International Travelers
Affiliation with a travel supplier such as an airline.
Destination area efforts. Individual property efforts.
Personal selling, participation in trade shows, advertising, the Internet, direct mail, and public relations.
HoneymoonersHoneymooners
A honeymoon market can be extremely profitable for the hospitality industry. Honeymooners are usually loyal guests.
HoneymoonersHoneymooners Market Characteristics
Many return to their honeymoon property for anniversary visits or recommend it to friends.
Professional careers who are sophisticated and affluent.
They look for special activities at their destination location.
Today’s honeymoon tend to be short; weekend packages.
Destination wedding trend. The Decision-Maker
Someone in the wedding party. Use the services of a travel agent.
Meeting the Needs of HoneymoonersMeeting the Needs of Honeymooners
Trip periods: one to two weeks Looking for romantic atmosphere, privacy, and a
lot of activities at an affordable price. Special packages are appealing to many
honeymoon couples on a budget. All-inclusive packages-meals, accommodations,
entertainment, sporting equipment, tips, and so on, included in one price-are attractive to newlyweds who do not want to be bothered with details.
Adventure honeymoons have gained popularity.
Finding HoneymoonersFinding Honeymooners
Watching for engagement announcements in local newspapers
Participating in bridal promotions hosted by local department stores or specialty boutiques.
Participating in a bridal fair. Travel agents: Invite travel agents to tour
the property during a bridal fair.
Reaching HoneymoonersReaching Honeymooners Effective means
Direct mail: Letter of congratulation and invitations to special events at the property.
Advertising (see Exhibit 6). Letting the couple experience the property for
themselves during a champagne brunch or giving them a personal tour of the property.
Inviting the society writers of local newspapers to property functions.
Creating a unique honeymoon package or offering a special honeymoon package as a prize in local or national contests or on game shows.
The Sports MarketThe Sports Market
Professional and college sports, prep teams, professional and amateur tournaments, special sporting events, and other sports-related activities can generated business.
Professional TeamsProfessional Teams
While attracting professional teams can be profitable-and often results in publicity for a property-their impact on business can vary greatly. Professional football teams: 20 games a year,
additional room nights and food business. Location is the prime factor for professional
sports teams in selecting a property.
Serve the professional market Personal greeting Efficient registration Food functions Meeting rooms Other services
Reaching the market Football teams: contact by phone or direct mail or
through inquiries to the respective leagues. Baseball teams: major- and minor-league offices. Basketball teams: League offices.
Other teamsOther teams College team sports segment High school and other youth teams Teams and fans Individual sports market. At the amateur level, tournaments, competitions,
and other special events. The Internet The fans and support personnel. The Supporters
Government TravelersGovernment Travelers
Federal, state, and local government provide numerous opportunities for properties to increase room occupancies through the year.
How expense money is allocated?How expense money is allocated?
Straight per diem A dollar figure allocated to cover lodging, meals, local
transportation, and gratuities when government employees travel on official business.
Actual and necessary per diem The maximum amount an employ may spend
regardless of location and is usually to or higher than the straight per diem rate.
Contract per diem The most complex of the pricing arrangements, and
incorporates the total cost of accommodations, meals, gratuities, travel expenses, and so on.
Reach the marketReach the market
Direct sales Direct mail Advertising (see Exhibit 10)
Travel with DisabilitiesTravel with Disabilities Categories
Those with mobility impairments Those with hearing impairments Those with visual impairments
Facilities Adding ramps, widening doors, and providing special p
arking spaces. Visual impairments: directories and menus printed in br
aille, raised room numbers, and braille labels in elevators.
Hearing impairments: amplified phones, special telecommunication services.
Other Special SegmentsOther Special Segments Reunion Attendees Travel Crews and Distressed Passengers Truckers Construction Crews Movie Crews Military Personnel Sequestered Juries Overflow/Local Business.