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Springhill Suites Executive Summary

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Springhill Suites Executive Summary
The 2014 SpringHill Suites by Marriott Baton Rouge South Marketing Plan
Diamond R. Williams
Florida International University

Executive Summary
SpringHill Suites by Marriott Baton Rouge South is a hotel in Louisiana. It is an 11 year old, recently renovated 76-key hotel property. It is location is central to many local business an area attractions making it a prime location for both business and leisure travelers. The property ranks in ninetieth percentile for guest satisfaction and we want our guest to be a part of the positive side of travel, providing the spaces, services and functionality that enrich our guests ' lives whenever they stay with us.
The primary objective of this marketing plan is to increase the amount of business travelers we have in-house during weekdays. Increasing the amount of business travelers should also increase our average weekly occupancy during the week by 10%. We also plan to increase brand competitive advantage by using Marriott International marketing tools at property level. By developing partnerships with local arts museums and artists, we hope to improve our brand image for style and value while gaining potential customers. Through evening receptions and focused …show more content…
Space. Value.” positioning. The campaign leverages the tagline "Style and space. Beautifully priced.®" Much of the advertising for SHS is done at the corporate level. The integrated campaign features in-flight video entertainment, CNN Airport network, online and mobile pre-roll video, social media, airport security experience zones and Marriott International owned channels. The media strategy is focused on reaching the on-the-go frequent business traveler during impactful journey moments. The brand also launched new mobile, tablet and website lets showcasing the newest product
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