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The hospitality industry is one of the oldest industries, and one that has exhibited some serious changes in various fronts. Technological changes have seen this industry adopt some of the ultra-modern facilities and this has seen it grow more competitive.
Players in this industry are keen to ensure that they are not swept away in this competition (Kotler, 2003). In order to remain relevant, many of the star-rated hotels, with their ultramodern facilities have been keen to ensure that they attract customers to their services.
Sonoma Mission Inn and Spa Hotel operates in one of the most competitive industries. With a four-star rating, this hotel must be ready to face some of the strongest challenge from the industry leaders like the Sheratons and the Hiltons.
Tourist visiting California makes the most attractive segment of the customers, alongside the local travelers. This hotel must ensure that it employs both to-destination and in-destination advertising in order to remain relevant.
To-destination advertising Campaign Concept of Operation
This type of advertising is very important, especially to a hotel like Sonoma Mission Inn and Spa, which operates in a highly competitive market. Unlike in-destination advertising, to-destination advertising involves adverting to the target customers who are en-route to the destination.
Although this concept is considered a little too expensive than in-destination campaign strategy because of its scope, it has proven to be very effective. The marketing department of the hotel can liaise with airplane companies plying the desired destination and advertise on the planes. This can also be done on the airports or such other places that the target customers are likely to see en-route to the destination.
The rationale behind this strategy is to positively influence the potential customers’ perception about the hotel at an early stage. By the time the customer reaches the destination, he or she would be aware of the hotel and choosing to stay in it would be easier.
In employing this strategy, the marketing team should ensure that visitors coming to California are well aware of the hotel and its competitive edge over other hotels.
To-Destination Advertising Campaign Process Map
To-destination advertising requires proper planning. The involved parties should have a proper outline of how to conduct the campaign in the targeted region. The diagram below shows the processes that should be taken by the marketing team of Sonoma Mission Inn and Spa.
They should first identify the desirable locations where advertising should be done. These may include airports, the airplanes, along the streets of other countries, in the newspapers, magazines or other dailies of other countries. This may require that the marketing team understand the flow of visitors in order to be in a position to identify the locations where a substantial number of visitors come from.
The next stage would be to develop advertising programs that would best suite the market. The marketing team should be in a position to identify what would be appealing to different markets before developing value proposition. The television commercials, the pictures, and such other advertising prompts should match what the targeted market demands.
The last stage should be the implementation. This would involve engaging the management of identified means of advertising. The identified means of advertising should be those that will effectively reach the desired market. It would involve paying the desired fee and ensuring that the program runs as planned.
Kotler, P. (2003). Marketing Insights from A-Z: 80 Concepts for Every Manager. New York: John Wiley and Sons.