Irish Hotels Federation Marketing Plan 2005/2006 Produced By: Ronan Smyth Marketing Executive

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Irish Hotels Federation Marketing Plan
2005/2006Produced ByRonan SmythMarketing
Executive
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Contents

• Market Analysis
• Marketing Strategy

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Visitor Figures and Revenue
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Overseas Visitors
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Expenditure
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Type of Accommodation
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Regions Visited
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Length of Visit/Purpose of Visit
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Global Internet Usage
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Domestic Internet Usage
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Marketing Strategy

• The Marketing Strategy of the Irish Hotels
  Federation is to increase revenue for its members
  through the Irelandhotels.com booking engine,
  distribution of the Be Our Guest Guide and
  various other methods of advertising
• The IHF seek to increase awareness by increasing
  visitor numbers to the website through a mix of
  advertising campaigns
• The IHF seek to increase bookings on the website
  by providing a complete and effective website
• The IHF seek to increase revenue for its members
  through the distribution of the Be Our Guest
  Guide at consumer trade fairs worldwide

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Marketing Objectives

• Increase revenue and bookings on
  Irelandhotels.com by 50 by end of year August
  2006
• Increase bookings on the website through the
  development of the website and initiatives such
  as Special Offers and Last Minute Rates
• Increase visitors to the website through the
  Google Adword campaign, Overture Campaign,
  Partnerships, Advertising and CRM Campaigns
• Increase revenue through the distribution of the
  Be Our Guest Guide worldwide

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Promotion of the Be Our Guest Guide

• Strategy
• Develop awareness of IHF members through the
  distribution of the Be Our Guest Guide and the
  Irelandhotels.com website
• Tactic
• Develop an efficient and cost effective schedule
  of promotions designed to reach the target
  audience in each region
• Program
• Use the strategic alliances with Tourism Ireland
  and Failte Ireland to distribute and promote the
  Be Our Guest Guide
• Tactic
• Expand the brand recognition of the Be Our Guest
  Guide and Irelandhotels.com through the
  availability of ordering the guide online
• Program
• Develop and promote the availability of ordering
  the Be Our Guest Guide online through online and
  offline advertising

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Promotion of Irelandhotels.com

• Strategy
• Increase revenue for IHF members through a
  targeted online and offline promotion of
  Irelandhotels.com
• Tactic
• Increase visitor numbers to Irelandhotels.com
  through the distribution of the Be Our Guest
  Guide, advertising campaign, SEO campaign, Google
  Adwords, Overture campaign and partnerships/affili
  ate programmes

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Continued

• Programs
• Awareness Campaign through the distribution of
  the Be Our Guest Guide worldwide
• Advertising campaign focusing on press in the
  British and Irish markets along with Tourism
  Ireland publications worldwide
• Continue expenditure on Search Engine
  Optimisation campaign on Google, Yahoo and MSN
  search engines
• Continue monthly expenditure on the Google
  Adwords campaign while also assessing whether
  increased expenditure would accomplish a
  beneficial return
• Continue monthly expenditure on Overture campaign
  while also assessing its effectiveness in
  increasing visitor numbers

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Continued

• Tactic
• Increase bookings on Irelandhotels.com through
  the fulfilment of a complete website which
  includes increasing the number of live hotels,
  availability and packages
• Programs
• Increase bookings through the embedded search
  engine on Tourismireland.com
• Continuously send mail shots to IHF members
  encouraging them to make their inventory
  available on Irelandhotels.com
• Encourage existing live members to increase
  their availability on Irelandhotels.com
• Devise a system with In1 Solutions to encourage
  members to upload more pictures of their
  properties on Irelandhotels.com

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Advertising

• Strategy
• Increase awareness and drive bookings on
  Irelandhotels.com through a comprehensive
  advertising campaign
• Tactic
• Develop awareness of Irelandhotels.com through a
  concentrated and timely campaign which in turn
  will drive consumers to the website
• Programs
• Continue expenditure in Irish publications while
  also assessing new opportunities in which to
  advertise
• Continue expenditure on publications in foreign
  markets to increase the awareness of
  Irelandhotels.com