Bed and Breakfast, Marketing Plan Example

The mission of the G2 B&B is to provide hotel guests a comfortable, discreet and environmentally sound stay in beautiful village of Greenville. Located in a hidden hamlet on the upper river, the bed and breakfast offers the highest caliber spa experience somewhere in the pristine woods between U.S. and Canada. The following comprise the Company’s three (3) year objectives and related strategies:

Objective 1: G2 B&B is a owner operated boutique bed and breakfast hospitality business acting as licensed proprietor of a historical site. Strategy: To this end, all construction and use of the building and the land is in keeping with guidelines set forth by the North American historical conservation and preservation commission.

Objective 2: As member of the International Sustainable Hotel Organization (ISHO), G2’s strategic planning and operations are aligned with environmental risk mitigation approaches to hotel operations management. Strategy: Installation and maintenance of emissions reduction performance measures by way of alternative energy utility equipment ensures that all resource consumption by the company is kept to minimum. This serves to promote the brand identityG2 as a ‘green hotel’ business for environmentally conscious couples, and of course contributes to fiscal offset in real operations expenditures.

Objective 3: To maintain a team of highly qualified professional hotel and spa staff so as to effectively develop clientele, and fully support the growth the business in strategic objectives. Strategy: Recruitment and training of both administrative and service staff in G2 B&B’s mission and services so as to support the marketing of the ‘total’ organization.

Competitive market analysis of hospitality establishments in the surrounding market reveal few strong competitors, with only three ‘mom and pop’ style B&B, private motel and corporate hotel services offering accommodation; all without G2’s unparalleled conscious consumer association. Approximately 90% of the competitor companies are associated with national franchise brands, and most adjacent to roadside thoroughfares. Due to G2’s unique and specialized services, the targeted consumer segment will be mostly if not all reservation based, with strong internet and direct phone reservation service over ‘walk-in’ and third party discount reservation options.

In G2’s situation analysis, precision in the B&B’s vision, consumer services, and sophistication in business operations must be parlayed into a streamlined marketing strategy. The forthcoming media campaign incorporates a press kit and collateral for implementation of the hospitality organization’s grand opening announcement circulation in: 1) a newspaper ad; 2) radio spot; 3) television commercial; and 4) business flyer. The marketing mix will be deployed in consecutive order, so as to generate interest in the B&B, and for integration into the Company’s website portal for enhancement of public relations and information on services and upcoming opening events and weekend specials.

Allocations to expenditures in the campaign will be partly contributed in kind by G2’s sponsor organization ENVIRO RECORDS – adding immediacy in brand identification. Progressive partnership with the record label will provide support to the start-up campaign and its promotion through pro bono agreement with radio and television stations in conjunction with airplay licensure of their latest single, Viva Santa Terra. Newspaper print ads have been created by students at the Institute for Green Hotel Architecture and Design. Thanks to LEED Builder, Pavón, flyer printing will paid for by G2 B&B’s contractor company, and include insignia of this new market construction firm.