Marketing mix practices identified
| Elements | Tactics/Actions | % Of hotels that implemented activitiesa |
|---|---|---|
| Pricing | Price drop | |
| Reduced or discount rate | 78 | |
| Weekly rates | 7 | |
| Bundling | ||
| “All Inclusive” packages | 14 | |
| Credit | ||
| Extended credit time for payment (corporate accounts) | 7 | |
| Value added | ||
| Existing product provided free now (i.e. breakfast, transportation) | 14 | |
| Communication | Advertisement | |
| Advertisement in newspaper, magazine or radio | 50 | |
| Online advertisement | 14 | |
| Sponsorships and sport events | 14 | |
| Billboard on highways or airport | 21 | |
| Sales promotions | ||
| Special offers for locals during holidays | 21 | |
| Giveaways and loyalty programs | 7 | |
| Direct/Personal sales | ||
| Redirect sales efforts to new segments (i.e. sport teams, schools, government, churches) | 50 | |
| Increase visits/calls to existing clients | 35 | |
| Trade shows, fairs, expos | 7 | |
| Public relations/Publicity | ||
| Gatherings with business and community members | 14 | |
| Use of social networking (i.e. Facebook) | 21 | |
| Product/Service | New products/services | |
| New product offered in the stay | 28 | |
| Improvements | ||
| Security-related features (i.e. cameras, door locks) | 14 | |
| Nonsecurity-related features (i.e. personalization of items, food and beverages) | 21 | |
| Distribution | Online travel agencies (OTA) | |
| Reinforcement and concentration with OTAs | 28 | |
| Wholesale and global distribution systems (GDS) | ||
| Reinforcement and concentration with GDS, wholesalers and consortia | 14 |
| Elements | Tactics/Actions | % Of hotels that implemented activitiesa |
|---|---|---|
| Pricing | ||
| Reduced or discount rate | 78 | |
| Weekly rates | 7 | |
| “All Inclusive” packages | 14 | |
| Extended credit time for payment (corporate accounts) | 7 | |
| Existing product provided free now (i.e. breakfast, transportation) | 14 | |
| Communication | ||
| Advertisement in newspaper, magazine or radio | 50 | |
| Online advertisement | 14 | |
| Sponsorships and sport events | 14 | |
| Billboard on highways or airport | 21 | |
| Special offers for locals during holidays | 21 | |
| Giveaways and loyalty programs | 7 | |
| Redirect sales efforts to new segments (i.e. sport teams, schools, government, churches) | 50 | |
| Increase visits/calls to existing clients | 35 | |
| Trade shows, fairs, expos | 7 | |
| Gatherings with business and community members | 14 | |
| Use of social networking (i.e. Facebook) | 21 | |
| Product/Service | ||
| New product offered in the stay | 28 | |
| Security-related features (i.e. cameras, door locks) | 14 | |
| Nonsecurity-related features (i.e. personalization of items, food and beverages) | 21 | |
| Distribution | ||
| Reinforcement and concentration with OTAs | 28 | |
| Reinforcement and concentration with GDS, wholesalers and consortia | 14 |
Note(s): aThe percentages do not add up to 100% because some hotels implemented more than one type of activity within the same marketing mix element, while other hotels did not implement any type of activity in some marketing mix elements
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