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Mike Fitzmaurice

on 8 May 2013

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Are You Staying at the Best Hotel?
A marketing analysis of Holiday Inn By: Shane Voor, Zuehailey Irizarry, Zeinabou Issou, Phong Bach & Mike Fitzmaurice **All information included is based off of Clinton County, Plattsburgh, NY** Brief History First opened in Memphis, TN on August 1, 1952 by Kemmons Wilson
One of the world’s largest global chains with 434,357 bedrooms and 3,414 hotels globally
A part of British-owned InterContinental Hotel Groups (IHG)
Is an upscale, mid-priced hotel
Holiday Inn, Holiday Inn Express, Holiday Inn Resorts & Holiday Inn Club Vacations are all part of the brands immediate family
Other brands within the IHG extended family include: Staybridge Suites, Candlewood Suites, Hotel Indigo, Crowne Plaza, Hualuxe, and InterContinental Leisure Travelers

Business Travelers

Families and Couples on Vacations

Basically anyone commuting through Clinton County Target Market Market Opportunity Average Age
36 years old

% of Customers (based on sex)
51.3% Male
48.7% Female

Average Income

General Population (Clinton County):

Local International Airports
Canadian Border Travel
SUNY Plattsburgh Product – Hotel Rooms, Services, Amenities and Facilities

Price - $120 per night

Place - Global hotel chain

Promotion - TV, radio, print, online ads, social media websites.

“Stay You” Campaign Market Mix Strengths - Facilities, amenities, services, activities.

Weaknesses - Daily Rate, Interior design, Campaign

Opportunities - Target Market, “Stay You” Campaign

Threats - Competition, Interior Design, Target Market of other hotels. SWOT Analysis Many featured amenities and services, with a strong focus on affordability and family orientation

Strives to provide the best possible service to its customers, in all aspects of business

Wants to promote an enjoyable, friendly atmosphere where “memories are made” Brand Position/Strategy Estimated Market Share 4 Stars/$105 3.9 Stars/$85 3 Stars/$75 BENEFITS
Perkins Restaurant
Legends Bar
Sauna/Steam Room
Pool Slide
Arcade Room
Mini-Glow in the Dark Golf
Family Oriented
Modern Style
Convenient BENEFITS
Hot Tub
Different Experiences
Flat Screen TV Screensavers
Pets? Yes!
Trucks/Bus Parking
Complimentary Breakfast
ATM on-site
Business Travelers
Affordable Local Competition Holiday Inn: 8,786,105 (5.74% growth)

Comfort Inn: 19,087,998 (5.04% growth)

La Quinta Inn: 3,349,619 (6.16% growth)

Microtel Inn & Suites: 12,919,215 (5.74% growth)

(These revenue targets represent approximate values.) Revenue Targets
Brand Personality

Technologically advanced, resourceful, good value Objectives

Make Holiday Inn the number one luxury and quality hotel in Plattsburgh. Single Most Persuasive Idea

At Holiday Inn, you will always feel like the king or the queen you really are, and all for an affordable price coupled with excellent service.


Social media and networks
Informational sections and promotions Background

Holiday Inn is a hotel chain that offers a great place to stay for anyone who is looking for quality and satisfaction. Client: Holiday Inn Project: Website Deadline: 05/08/2013 Creative Brief
Target Audience

Luxury consumers and families who love quality in the best way possible

Prove It

Holiday Inn uses quality products to deliver excellent services.
Every customer wishes and desires are important and executed because customers are king at Holiday Inn.
Families and individuals ratings have shown their approval and satisfaction for Holiday Inn on website like trip advisor and hotel.com Social Media and Networking



Sponsorships and Partnerships

Promotions Integrated Marketing Some specific ways to measure performance are as followed:

Occupancy Rate
Rooms Revenue
Total Revenue
Market Share Based on Number of Rooms Sold
Market Share Based on Revenues
Revenue Per Available Room (RevPAR)
Average Daily Rate (ADR)
Operating Efficiency Ratio
Profit Margin Key Performance Metrics & ROI In wrapping up our project, it is distinctly apparent that Clinton County isn’t the ideal place for a hotel chain, but it certainly isn’t the worst choice.

With a fair amount of tourism in the region, and the placement of SUNY Plattsburgh within, the accommodation industry should fair well in Clinton County for the foreseeable future. Conclusion
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