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Sales & Marketing Strategy

Consideration before setting your strategy

• Categorize hotel and resort• Positioning of the hotel and resort• Market segmentation• Market Mix• Market Trend• Location and accessibility• Sales & Marketing budget• Working Team

Friday, 17 June 2011

From the Visit Thailand years till now

Nature of Business

Past Present

1) Loyalty customer Loyalty but eager to try some new

product

2) Rely on Brand Image Looking for something new

3) Price is not a concerned More price conscious

4) Booking channel (TA) More direct booking and OTA

5) 2-3 destinations in Thailand Thailand + Indochina



MICE Past Present

1) Popular and preferred Long Haul Short Haul and Domestic, destination Caribbean, Maxico, Europe2) BKK – Riverside only River and city center3) Accommodation – Luxury Luxury & affordable4) BKK+Chiangmai or Bangkok+Phuket BKK + Indochina5) Set budget for real incentive Reasonable Budget6) Special arrangement & Program Special arrangement & Program with less budget7) Special Event & Venue Special Event & Venue with less budget8) Theme Party Simply the



Corporate

Past Present

1) Brand Loyalty Brand Loyalty but depends on company policy2) Prefer riverside location Prefer city location and near by office3) No reward for booker Incentive program4) Recognition program is the option Recognition program is crucial5) Pay as per hotel category Looking for the best deal6) Booking channel Booking Chanel - OTA (Booker & Secretary) (AMEX, CWG)7) Word of mouth Trip



FIT and Group Leisure

Past Present1) Pay as per hotel category Looking for value for money (4 and 5 star hotels are preferred) (3 and 4 star hotels) 2) Popular and preferred Long Haul Short Haul and Domestic, destination Caribbean, Maxico, Europe3) BKK - Prefer riverside location Depends on budget4) Luxury program Less luxury, more adventure5) Cruise line is popular, Still popular and have more majority stay at 5 star hotels choice of hotels6) Spending money in hotel Spending money in hotel (Restaurant, Laundry, gift shop etc) 7) Booking channel Booking Channel (Travel Agent) Direct with hotel website or OTA


Target Group

SALES = > Wholesalers Tour Operators Incentive House

MARKETING = > Tourists

Maintain good relationship and communicated with both MIDDLE MAN and END USER


Target Group

Communication channel has been changed for the past 10 – 15 years

Advertising : Newspaper (Less)

Magazine (Less)

Trade show and Road Shows (Less)

Sales call (Less)

Special Event (More or less the same)

Website & E Commerce (More and More)

Social network on line (More and More)


Market Trend

What are they looking for

- Unique Experience - Safe Destination

- Good Value for Money – Best Deal

- Accessibility with good infrastructure

- Easy and convenient to book and buy


Example

Vacation Club


Example

Vacation Home


Example

Time Sharing


Example

Service Apartment


Example


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