2021 Hotel Management SPHM Hospitality Marketing Plan

1. Hotel Management SPHM Hospitality MARKETING PLAN Date: 12 / 15 / 2020 Drs. A. Agus Purwanto, SE, MM, CHA

2. EXECUTIVE SUMMARY Hotel Management SPHM Hospitality is not only in managing operation the hotel, however all hospitality businesses have been managed in a professional manner with passion. Hotel Management SPHM Hospitality is a management of planning, managing and carrying out internal audits, so as to quickly and precisely change inefficient operations to be efficient. Together with SPHM Hospitality Hotel Management, you have the opportunity to develop your hotel business into other hospitality businesses. Together with Hotel Management SPHM Hospitality, we are committed to the four most important things in business, namely: Privacy Matters, Experience, Various Term Lengths and Convenience We always prioritize business priorities over interests outside the business, this is what makes Hotel Management SPHM Hospitality an Owner Representation. Drs. A. Agus Purwanto, SE, MM, CHA

3. VISION & MISSION STATEMENT Our Mission Our Vision We see a multi-skilled workforce that consists of team players with pride of ownership in every activity of every day, maximizing their role and satisfaction through fulfilling each guest’s expectations. To develop and manage hotel properties that provide the best guest experiences possible and yield sustainable profits for our clients. Drs. A. Agus Purwanto, SE, MM, CHA

4. MARKET ANALYSIS Hotel Management SPHM Hospitality is newest company in the hospitality industry Private hotels, Chain Hotel as Partner, Villas and Condominiums New-Normal from COVID-19, Volcano Eruption, Political Debate, Recession Crisis Competitors Collaborators Company Customers Climate Hotel International Chain and Franchise, Hotel Local Chain Hotel Consultant, Hotel Pre-opening Management, Hotel Internal Audit, Hotel Representation and Hotel Accounting Service Drs. A. Agus Purwanto, SE, MM, CHA

5. PRICING STRATEGY STRCompetitive Set Low Price High Price • This competitive set is a group of hotel managements that compete with Hotel Management SPHM Hospitality for business and is selected with the purpose of benchmarking our performance against the competition. • TauziaManagement • Accor • Best Western • SantikaIndonesia • IntiWhizInternational • Dafam Hotels High Quality SPHM Low Quality IntiWhizI Accor Santika Best Western Dafam Drs. A. Agus Purwanto, SE, MM, CHA

6. S.W.O.T. ANALYSIS Strengths Step a Head] • Hotel Management SPHM Hospitality is one step further, as it is equipped with up to date intellect Staffs Development Technology We are transform “Digitalization to all property, by develop or renting domains. Drs. A. Agus Purwanto, SE, MM, CHA

7. S.W.O.T. ANALYSIS Weaknesses We are New Comer Hotel Management SPHM Hospitality is a new comer in hotel management. Introducing Period We are in the introducing period, to over with flexible fees and flexible management agreement. Drs. A. Agus Purwanto, SE, MM, CHA

8. S.W.O.T. ANALYSIS Opportunities Owner Concern • Due to the Corona Pandemic case, many owners are considering changing hotel operators.. • The most comprehensive management company We are comprehensive management company, by prepare S.O.P, perform evaluation by C.S.O.P, Internal Audit, Improvement Track and people management Drs. A. Agus Purwanto, SE, MM, CHA

9. S.W.O.T. ANALYSIS Threats Hotel Owner Preferences Is challenging to prove to hotel owner when we are as new comer with limited number of manage hotels. We are always get an agreement for “Owner Representation” Change Regulatory • Changes in government regulations on future businesses. Drs. A. Agus Purwanto, SE, MM, CHA

10. MARKETING OBJECTIVES Bookings/Revenue Groups & Events Selling right room to the right customers at the right time and the right place. • Early Bird discount(s), Pre-event page, Blogging, Social media, Partner outreach, Paid Promotions, PR Email Brand Awareness Guest Retention/Loyalty • Brand awareness should not be the beginning of your brand narrative. By to build our own brand awareness • Increase Customers Interaction, With Loyalty+, engage & retain your customers with real-time, personalized rewards. Service/Reputation Colleague Engagement • Reputation marketing highlights and amplifies positive brand content like customer reviews through traditional and digital marketing channels to boost sales.. • Employees can be the source of high-quality content that is also the most effective in connecting with your audience. Drs. A. Agus Purwanto, SE, MM, CHA

11. OVERALL MARKET SEGMENTATION 20% 20% Negotiated BAR &Discount 2 1 35% SHARE OF REVENUE Groups Wholesale 4 3 60% Drs. A. Agus Purwanto, SE, MM, CHA

12. BOOKING FUNNEL AWARENESS Tactics Using You Tube to make customer awareness by posting best video clips in. INTEREST Tactics • Lookalikes / Similar Audiences, In-Market Audiences, Affinity Audiences, Direct-Response Ads CONSIDERATION Tactics • Google Search, Google Shopping, Facebook Custom Audiences BOOKING Tactics • Retargeting, Facebook Product Ads. EXPERIENCE Tactics Engage our target audience and bring new prospects to our site.. Drs. A. Agus Purwanto, SE, MM, CHA

13. MARKETINGCHANNELS Content Marketing SEO • strategic way of telling your story; how the story gets told is up to you and the audience you want to engage.. • the process of improving your site to increase its visibility for relevant searches.. PPC Social Media • internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher when the ad is clicked. • computer-based technology that facilitates the sharing of ideas, thoughts, and information through the building of virtual networks and communities.. DIRECTBOOKINGS PR Email • messages distributed by electronic means from one computer user to one or more recipients via a network. • strategic communication process that builds mutually beneficial relationships between organizations and their publics.. Drs. A. Agus Purwanto, SE, MM, CHA

14. 1 2 3 4 5 6 7 OTA Analysis Booking EngineAnalysis Hotel WebsiteAnalysis Table OfContents ReviewAnalysis Google Business ListingAnalysis MetasearchAnalysis Social MediaAnalysis

15. In this document, you'll find 40+ parameters to measure and improve your hotel performance. You'll get a clear idea here about how your hotel is performing on OTAs, website, booking engine as well as other connected channels. Overview These parameters will help you increase your bookings, improve online presence as well as hike revenue. DRS. A. Agus Purwanto, SE, MM, CHA

16. OTA Analysis To make the most out of connected OTAs, you need to have the right DISTRIBUTION of the rooms, at the right prices to sell the right room to your guests. DRS. A. Agus Purwanto, SE, MM, CHA Hotel Management SPHM Hospitality

17. Select OTAs wisely Limiting yourself to fewer OTAs gives you fixed online visibility; thus losing several booking opportunities for you. So, ALWAYS consider listing your hotel on more than 8 OTAs. Keep the following things same on all OTAs: Total rooms Star rating Room types Cancellation policy Check-in & check-out time What should you do? DRS. A. Agus Purwanto, SE, MM, CHA

18. Keep your hotel's photos on OTAs Good hotel photos will help your guests in exploring your hotel more, thus resulting in faster bookings. What should you do? Improve your rankings and quality score by posting high- quality pictures on your connected OTAs. Ideally, you should add MORE THAN 25 pictures of your hotel on all the OTAs. Of which, DO consider adding at least 4 high-quality pictures per room. DRS. A. Agus Purwanto, SE, MM, CHA

19. Same room types across all OTAs Not maintaining similarity of room types on all OTAs can create confusion among your guests and hamper their experience. What should you do? ALWAYS show the same room types across all the OTAs. DRS. A. Agus Purwanto, SE, MM, CHA

20. Rate Parity Not keeping the same rates on all OTAs can get you warnings or ban notice from the OTAs. This even affects your OTA rankings. What should you do? Maintain effective rate parity to improve rankings and get more bookings. DRS. A. Agus Purwanto, SE, MM, CHA

21. Seasonal and weekend rates Adding weekend and seasonal rates is useful to gain potential customers. So, automate these rates effectively with yield management. What should you do? INCREASE your rates during high-peak seasons like weekends and vacations. And, DECREASE them during off-peak seasons. This will ensure constant revenue generation at your hotel even during the low-peak seasons. DO get a fully-featured channel managerto optimise yield management strategies. Drs. A. Agus Purwanto, SE, MM, CHA

22. Keep your inventory bookable Keeping your inventory open on OTAs will get you advance bookings. This will even improve your rankings on the OTAs. What should you do? Keep your hotel's inventory open for the next 12-24 months, Because this will rank you better and get more bookings comparatively. Additionally, you will also get more bookings on an advance basis from guests. Drs. A. Agus Purwanto, SE, MM, CHA

23. Offer discounts and free items on OTAs Doing this will make you more preferable over your competitors, and will even help you upsell your extra services and amenities. What you should do? Run regular promotions on the OTAs to increase the number of bookings. Drs. A. Agus Purwanto, SE, MM, CHA

24. Optimize your OTA ranking Bad ranking on the OTAs = losing many bookings. So, What you should do? Get more positive reviews and respond to them. Write proper content in your listing. Maintain your rate parity. Drs. A. Agus Purwanto, SE, MM, CHA

25. Booking Engine Analysis An online booking engine is your key to commission-free direct bookings. A booking engine reduces your dependency on OTAs, thus earning you higher revenue, against lesser efforts. Drs. A. Agus Purwanto, SE, MM, CHA Hotel Management SPHM Hospitality

26. Offer discounts, packages and promotions on booking engine Offering such exciting deals and discounts will compel your lookers to directly book with you. This will help you in getting commission-free direct bookings. What you should do? Set up discounts, sell packages or run promotions to attract more guests to book with you. If your current booking engine does not support creating packages and promotions, you should consider getting a new one. Drs. A. Agus Purwanto, SE, MM, CHA

27. Keep best hotel pictures on the booking engine page Photos act as a “social proof” for your guests. High-quality pictures will provide your website visitors with a 360-degree virtual tour of your hotel. This will give them a clear idea about your hotel's location and environment. What you should do? Post effective pictures of your hotel to make your guests book faster with you. You should add a minimum of 4 high-quality photos per room. DO consider keeping photos of your hotel's exterior, interior as well as your location. Drs. A. Agus Purwanto, SE, MM, CHA

28. Display hotel amenities Doing this helps your guests to know the kind of facilities you provide. This can make their stay experience better. What you should do? HIGHLIGHT your hotel’s amenities on your booking engine. Add various widgets on your booking engine to do this, which will convert your lookers to bookers. Drs. A. Agus Purwanto, SE, MM, CHA

29. Show directions to your property This makes it easier for your guests to locate you. What you should do? ALWAYS show clear instructions to reach your hotel on your website. Embed “Google Maps” directions on your hotel’s website. Drs. A. Agus Purwanto, SE, MM, CHA

30. Bookings and review notifications Showing notifications of recent bookings and reviews will engage your booking engine visitors, and make them book faster with you. This will build a trust factor between you and your guests. What you should do? Highlight reviews on your booking engine page. Opt for a booking engine that displays such reviews and booking notifications on a regular basis. Drs. A. Agus Purwanto, SE, MM, CHA

31. Match with website look and feel MAKE SURE your booking engine has a similar look and feel as your website. This will help in attracting more visitors to book with you. What you should do? Enhance your hotel bookings by creating a seamless browsing and booking experience for your website visitors. Drs. A. Agus Purwanto, SE, MM, CHA

32. Hotel Website Analysis Good performing hotel websites will in turn improve your hotels’ ranking and visibility on Google. So, a timely analysis of your website performance is essential to get higher sales as well as better guest experience. Drs. A. Agus Purwanto, SE, MM, CHA Hotel Management SPHM Hospitality

33. Website page loading time Having fast page loading time would improve your website performance, SEO and guest booking experience. What you should do? MAKE SURE your website loading time is not more than the loading time i.e. 2-5 seconds. In case your website loading time is higher then contact your website designer and improve its performance. 2sec Drs. A. Agus Purwanto, SE, MM, CHA

34. Easy booking procedure Your website is the first step towards a great experience for your guest. So, receive commission free bookings by giving an easy booking procedure to your them. What you should do? Ensure to offer a seamless browsing and booking experience for your website visitors. Focus on: “Book Now” button should be visible even while scrolling down. DO add appropriate CTAs. Consider adding more information on your homepage related to your hotel like rooms, galleries, offers and more. Optimize SEO keywords for better website performance. Increase your backlink ratio. Drs. A. Agus Purwanto, SE, MM, CHA

35. Mobile-friendly (Responsive) hotel website Having a mobile-friendly hotel website will enhance your guests’ experience and get you more bookings. What you should do? Ensure that your website is mobile-friendly for optimal user experience. Make sure it loads faster and perfectly on a mobile device. Drs. A. Agus Purwanto, SE, MM, CHA

36. Broken links on hotel website Broken links on your hotel website will hamper your guest experience and bookings . What you should do? Keep a regular check on your website performance to increase visitors and bookings. Also, ensure that your hotel website does not have any broken links. Drs. A. Agus Purwanto, SE, MM, CHA

37. High-quality photos on the website • High-quality photos acts as a piece of social evidence and converts your website lookers to bookers. It gives your guests a clear idea of what to expect when they arrive at your hotel. • What you should do? • Highlight enough good pictures of your hotel on your website. • Showcase them what you exactly offer at your hotel be it rooms, amenities, extra services etc. Drs. A. Agus Purwanto, SE, MM, CHA

38. TripAdvisor reviews and awards • TripAdvisor reviews and awards play a huge role in convincing your lookers to book with you. • Displaying such reviews allows your guests to choose as well as compare multiple hotels’ and thereby enhance more guests. • What you should do? • Highlight the reviews received via TripAdvisor. • Also, create a sense of trust in your guest through these reviews. Drs. A. Agus Purwanto, SE, MM, CHA

39. Exit popup offer • Exit popup helps in increase booking opportunities from your website by attracting the looker to book with you. • What you should do? • Create effective exit popups on your hotels’ website to attract more guests. • Offer discounts or promotions that will compel your guests to stay and explore more. Drs. A. Agus Purwanto, SE, MM, CHA

40. Website security Security is an important aspect, which ensures that your website protects the data it stores and that no personal data of your guest is compromised. What you should do? Ensure that your website is trustworthy so your bookers can book with you without hesitation. For this, Add SSL to your website - this will help you get good rankings on Google. MAKE SURE your site is secure from any hacking attempts. Drs. A. Agus Purwanto, SE, MM, CHA

41. Website visitor tracking Visitor tracking enabled via Google Analytics will help you to understand your booker's behaviour and run relevant promotions to get more bookings. What you should do? Track your visitors and their behaviour on your website. P.S eZee’s booking engine is integrated with Google Analytics. Start NOW! Drs. A. Agus Purwanto, SE, MM, CHA

42. Price widget Having a price widget on your hotel website will show a comparison of your room rates and OTAs, thus increasing more of your visitors to book directly with you. What you should do? Integrate price widgets on your hotels' website to receive more commission-free bookings. Show them a clear picture of the difference in prices that are displayed on OTAs and your hotel website. Drs. A. Agus Purwanto, SE, MM, CHA

43. Review Analysis Perform review ananlysis by taking reviews of your guests, based on their personal opinion. This will help you to understand their experience and improve your hotel performance accordingly. Drs. A. Agus Purwanto, SE, MM, CHA

44. Google Business Listing Analysis Listing your hotel on Google Business helps you to improve your property's ranking as well as showcase your hotels' presence online. Drs. A. Agus Purwanto, SE, MM, CHA Hotel Management SPHM Hospitality

45. If your business presence is on Google consider that it is showcased everywhere. So, it is IMPORTANT for you to consider listing your hotel on Google Business. What should you do? Always maintain a good brand image of your business. ALLOW your guests to easily locate your presence on Google. Let them check your hotels' rates, reviews, availability and much more. DRS. A. Agus PurwanTO, SE, MM, CHA

46. Metasearch Analysis Metasearch allows guests to compare your hotel rates from various online travel agencies (OTAs) and other booking sites, all in one place. Such analysis will improve your online presence and increase direct bookings. Drs. A. Agus Purwanto, SE, MM, CHA Hotel Management SPHM Hospitality

47. Bookable via Booking Engine on TripAdvisor TripAdvisor Instant Booking Program helps to improve your online presence and gets you direct bookings as well. What should you do? MAKE SURE your guests are able to book directly with you from TripAdvisor to increase several booking opportunities for your hotel. Enroll for TripAdvisor Instant Booking Program easily through eZee. Drs. A. Agus Purwanto, SE, MM, CHA

48. Bookable via Booking Engine on Google Hotel Ads Stats say: 75% of guests start searching for hotels from Google. So, through Google Hotel Ads get a chance to easily increase your direct bookings. What you should do? Be visible on the world's largest search engine through Google Hotel Ads. Get started NOW with Google Hotel Ads campaign through eZee; an authorized Google Hotel Ads integration partner. Drs. A. Agus Purwanto, SE, MM, CHA

49. Bookable via Booking Engine on Trivago Similar to TripAdvisor, it is advisable to be bookable on Trivago as well. This will improve your hotel’s visibility and direct bookings. Drs. A. Agus Purwanto, SE, MM, CHA

50. Social Media Analysis Social Media presence helps to increase your repeat guests, improve guest experience, receive more reviews and much more. Drs. A. Agus Purwanto, SE, MM, CHA Hotel Management SPHM Hospitality