Hotel Marketing

Paper Summary:

This paper answers a series of questions in several modules concerned with the marketing of a new hotel in Centerville that needs to identify its target market. The paper discusses how the target market in this case is a multiple market, most clearly divided according to time of year, though the hotel would do well to target vacationers and tourists year round. This being a college town, visitors in the winter are different from visitors in the summer. In addition, the town has a major change in weather between winter and summer.

From the Paper:

"The hotel in Centerville needs to identify its target market. The target market in this case is a multiple market, most clearly divided according to time of year, though the hotel would do well to target vacationers and tourists year round. This being a college town, visitors in the winter are different from visitors in the summer. In addition, the town has a major change in weather between winter and summer. For the summer period, the hotel should target those people who would avail themselves of the hunting, sailing, and fishing that is offered in the area because of the proximity to a large lake. For the winter, the hotel should target people interested in snow activities such as snowmobiling, cross-country skiing, and skating. In the fall in particular, many of the visitors to the town are parents seeing to it that their children are fitting into campus life."

More papers on Hotel Marketing:

• Marketing Plan # 108912 : "Hotel Marketing Strategies"
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• Essay # 91109 : "Royal York Hotel"

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