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Essay / Research Paper Abstract
This 5 page develops the outline for a marketing plan for a 30 bedroom hotel in Scotland that has good levels of convention business but a low level of leisure visitors or tourists. The paper shows, how, by building n the exiting competences and the local attractions the company may be able to develop a new complimentary market. The bibliography cites 8 sources.
Page Count:
5 pages (~225 words per page)
File: TS14_TEhotelmar.rtf
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Unformatted sample text from the term paper:
The hotel has 30 rooms and the major of business currently comes from the catering for convention and business meetings or seminars as well as catering for weddings and
other social events. This means that the hotel has managed to remain profitable but there are many weeks where there are few rooms used and the overheads are increasing. The
business for the tourism industry currently makes up less that 50% of the revenue, the hotel is being supported by the onsite restaurant that has a good reputation specialising in
local organic food, it seats 40 people at a time restaurant style, or can cope with up to 140 is the room is arranged banquet style.
The hotel is a family run business and employees 30 other staff, including a full time chef, a catering manager, chamber maids and cleaning staff
and receptionists. Many are employed part time to keep the wages bill down. 2. The Competition The main competition is in the form of chains hotels and other lodge type
hotels in the area. However, in the UK the hotel industry was worth a total of ?8.9 billion in 2004 (Euromonitor, 2005). However, the majority of this is located in
the south, with the figures dropping to below a proportional level in Scotland. The competition would see the majority of guests coming from the rest of Scotland or flying into
Inverness, the local airport. The weather may be sunny, but cannot compete with the south due to the higher winds on the east cost. The market is dived into several
segments in this are. There are local bead and breakfast type hotels. Motels, such as the Travelodge brand, and more exclusive hotels which offer service and more comfort at higher
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