Introduction of Fairmont Hotel, Marketing Plan Example


This is an international marketing strategy of the Fairmont hotel entry into the Indonesian hotel and tourism market.  The Canadian based hotel and resort company has been in operation since 1907, and is currently one of the largest hotel and resort operators in North America (Youn, 2003). The Hotel group has expanded and established 60 luxury properties in 19 other countries in addition of 20 luxury hotels that provide he luxury services to the affluent people in the Canadian market.

The main products of the hotel are the residential property for affluent people in vacations, invigorating ski and spa services, luxurious Golf destinations on breathtaking mountains, deserts and topical beaches (Rosenwald, 2001). The hotel group has over the years established a niche through its gold product that offers business executive very exclusive hotel experience. The availability of comfortable and stylish guest rooms, gym facilities and restaurants that have won numerous awards have enabled travelling guest to continue enjoying opulent hotel services in different parts of the world.

Currently the hotel employs full time staff of about 8705 in Canada and 25, 554 employees in other Fairmont hotels and guest houses worldwide.

The mission statement of the Fairmont Hotel international is turning moments into memories for the future guests (King, L., 2001). The hotel is targeting to enter the Indonesian hotel market for luxury customers. Some of the targeted markets for the hotel are the tourists visiting the country, the rich people and generally people above the age of 25 years who enjoy quiet environments. As such, the primary strategy of entering the Indonesian market is Fairmont franchising the management contracts and adjusting the prices to be more competitive and hence attract more customers.

In this paper, situational analysis has been done by the use of market analysis tools to position the brand of the hotel in Indonesian. Budgeting planning, implementation and control process has been proposed for expansion in Indonesian.


King, L., (2001), CP Shareholders Approve Spinoffs, Daily Deal, September 26, 2001, Available at:

Rosenwald, M., (2001), Fairmont Buys 50 Percent Stake in Copley Hotel,” Boston Globe,  p. F3 Available at:…hotels-resorts-inc-history

Youn, Jacy, (2003), Top Wealthiest Landowners: It’s Quality, Not Quantity, Hawaii Business, p. 30, Available at:…hotels-resorts-inc-history