Académique Documents
Professionnel Documents
Culture Documents
BOWRAL
Marketing Plan
1. Business Overview.......................................................................................1
2. The Market......................................................................................................2
4.1. Product................................................................................................................5
4.2. Distribution..........................................................................................................7
4.3. Promotion...........................................................................................................7
4.6. Advertising........................................................................................................10
Opened in February 2011, Gibraltar Hotel Bowral is built on the site of the
former Bowral Golf Club.
This Boutique, Stylish Escape offers 76 guest rooms and suites. The hotel is the
largest in Bowral and features four different room types.
With almost 990 sqm of Conference space, Gibraltar hotel offers the perfect
place to hold a corporate or social function in the Southern Highlands.
The Hotel contains two dining options, Gibraltar Grill, open Thursday –
Saturday and Sunday Lunch. Also Harvey’s Bar, open seven days for Lunch and
Dinner.
The 18 hole Golf Course has been recently enhanced and re configured. The Golf
Course offers Membership and also casual plays. It also features a Golf Shop,
selling high end golf equipment.
The Grooming Lounge and Bowral Day Spa will offer hair and beauty treatments
to both guests and visitors from outside the Hotel. Offering LI’TYA spa care
range together with the exquisite PEVONIA BOTANICA the spa will add a new
level of luxury to the region.
Each year, around 1.4 million tourists visit the Southern Highlands, these
visitors spend approximately $170million in the region. Most visitors are
domestic visitors (i.e. Australians travelling within Australia).
Established
Milton Park 5 46 541sqm brand.
Resources of
Peppers National
Craigieburn 4 72 612sqm Brand
MICE/CORPORATE
13% of all visitors to the Southern Highlands are for business. This equates to
approximately 99,000 room nights per year.
Sydney44%
NSWOther 23%
ACT8%
Melbourne 7%
LIESURE
43% of visitors to the Southern Highlands stated they visited for
Holiday/Leisure. This was closely followed by Visiting Family/Friends at 42%.
Accordingly 39% of all people visiting the region choose to stay with friends or
family when visiting. This accounted for 326,000 room nights per year.
Friendsor Family
Hotel or Motel
RentedHouse or
Apartment
Caravan Park
51% of all day visitors said that “Eating out/Restaurants” was their top activity
while in the region.
Older Working
Older Non
Working
GOLF
In total 915,000 Australians played golf during 2007 – the last reported
data year. This is nearly 6% of the total population aged over 15 years.
The national male/female ratio is reasonably consistent across all states of
Australia with a national ratio approximately 80% men / 20% women
playing the game. Participation in golf is substantially greater at an older
age. The most participatory age group is that from 55 years to 64 years,
with over 10% of the national population in that age group playing golf.
In 2007 Golf Australia report that 350,745 men and 94,606 women (total
445,351) were members of an affiliated golf club, 49% of the total golf
population. Based on an analysis of Golf Australia membership data for
2007, the size of the social golf market (i.e. golfers who are not members
of a golf club) is estimated to be approximately 470,000 or 51% of the
total golf population.
(2) To increase Golf Memberships by 40% in the first 18 months and have
the Gibraltar Golf Course recognized as a desired place of play in the
Southern Highlands. To also market the F&B outlets and Hair and
Beauty outlets to the local community, and day trippers into Bowral.
4. Strategy
4.1. Product
GIBRALTAR HOTEL BOWRAL offers the following products:
• In the view – East or West, Gibraltar rooms face east and a view across the
golf course to Mt Gibraltar. Woodlands room overlook the hotel entry, car park
and surrounding woodlands.
• The option of indulging yourself in a bubbly spa or a traditional freestanding
bath.
• The size of bed - All suites, spa rooms and King rooms have a super king bed
and twin rooms have two Queen beds.
• Whether you would like to sit outside your balcony or not - all suites, spa
rooms and superior rooms have balconies.
Food & Beverage : There are two dining options at GIBRALTAR HOTEL
BOWRAL.
Harvey’s Bar Featuring a grand piano, oversized armchairs and carefully positioned
tables of four to six. The bar is somewhere you want to linger a little longer, maybe
even stay for dinner.
Harvey's Bar is open 7 days a week from 11am til late including lunch and dinner.
Entertainment is provided every Friday and Saturday night.
Gibraltar Grill, headed by Chef Jonas Ottosson has created something special right
here in the Highlands.
Jonas has returned to the Highlands to create a new landmark grill restaurant
featuring prime cuts of meat cooked to perfection. He wants us to enjoy steaks as they
should be cooked and he achieves that in spades.
Bowral Day Spa: The Bowral Day Spa’s unique offerings of escapists’ delights &
the traditional will impress, complimenting the elegant & sophisticated lifestyle
experiences within the Gibraltar Hotel.
Fusing ancient therapies from the Dreamtime using the uniquely Australian LI’TYA
spa care range together with the exquisite PEVONIA BOTANICA delivering
performance & exceptional results. Both these spa care ranges are known
internationally & are featured in some of the top spas around the globe.
This luxurious spa will feature five treatment rooms and will be run by Glenn
O'Reilly, who currently operates "The Grooming Lounge" at the Gibraltar Hotel.
4.2. Distribution
All services will be provided at the B&B
4.3. Promotion
Website:
www.ozbedandbreakfast.com.au
www.bedandbreakfast.com.au
www.bbbook.com.au
www.babs.com.au
Accommodation sites:
www.stayz.com.au
www.roamfree.com.au
www.takeabreak.com
www.wotif.com.au
Tourist sites:
www.tourismvictoria.com.au
www.visitvictoria.com.au
www.tourism.vic.gov.au
www.visitmelbourne.com
Advertising:
Advertorial will also be offered for placement in the Victorian Open Garden
promotions highlighting the rose garden and the days it will be open for viewing
by the public.
Advertisement will also be placed in the Royal Auto Victoria magazine with an
offer of a 10% discount for members showing their card. Paid advertorial will
also be placed in this magazine highlighting the garden as a place to visit when
touring the region.
Public Relations:
The week prior to opening, the major travel editors are to be invited for a
overnight stay and a chance to see and assess the new facilities. This is done on a
free of charge basis. Local restaurants are to be invited to participate by inviting
guests for dinner where <Business Name> will provide the wines for the
evening.
Grand Opening of the B&B to introduce Judy and John Abbe to the region for all
local residents and businesses is to be organised with an afternoon tea and
snacks on offer. Music and a viewing of the improved facilities will be available.
The cost is a gold coin that will be donated to the local school for improvements
to the library.
The gardens are to be offered for the use of local community groups for
functions on a no cost basis for charity fundraising.
Promotions:
Branding:
All documents and information placed into the public hands are to have a
consistent look and feel that highlights the superior accommodation and
beautiful setting of the B&B. The branding should leave the impression of
indulgence and pampering.
Response to enquiries is to be measured in hours not days and the use of “we
will get back to you” is to be avoided.
Pricing for the use of the facility for functions that would include the use of the
garden setting and B&B accommodation as a total package, requires further
refinement as this market could attract a different clientele such as wedding,
birthday or other celebrations. The use of promotions into specialised magazines
for this sector would need to be undertaken but does require the integration of
other suppliers of services to make this successful. At this stage it is not expected
to actively pursue this avenue of activities.
The emphasis is on having a break in a relaxing but beautiful location and is the
key, so this does not have to be shouted at the consumer using intense mass
media but will be easily available when required.
With the garden profile being increased, Judy will seek out a position on the key
gardening organisational committees in the State and will look to use the
facilities for community based functions. A series of brochures will be developed
for the care and propagating of roses and this is to be offered to gardeners
online, similar to the current wine sites offering information to wine lovers. This
can include access to cuttings, plants and specialty events.
The use of a bulk mail-out either via post, fax or email is not seen as productive
as it does not provide the personal touch.
However, all guests to the B&B will go onto a direct email database (provided
they give permission) and promotions offering discounts to previous users will
be offered on a regular basis. These will be in the form of a reduction in price per
night.
All tourism websites will be advised of the change to ownership and the offers
being made to customers.
5. Budgets
Item Date Cost Measure of Success
Completion
TOTAL $
48,000