2002

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2002 Powered By Docstoc
					  2003
SALES AND MARKETING
         PLAN
             For




SANDMAN LANGLEY.




   Prepared By: RITA NAIDU
Table Of Contents

1. MISSION STATEMENT

2. POSITIONING STATEMENT

3. ECONOMIC OUTLOOK – 2003

4. PROPERTY FACT SHEET

5. COMPETITIVE ANALYSIS

6. COMPETITIVE RATE COMPARISON

7. MARKETSHARE ANALYSIS

8. 2003 - FINANCIAL GOALS & OBJECTIVES

9. 2003 - NON-FINANCIAL GOALS & OBJECTIVES

10. TOP ACCOUNTS – CORP, TOUR, SPORTS & S.M.E.R.F.

11. TOP 20 EMPLOYERS IN LOCAL MARKET PLACE

12. MARKET SEGMENTS ANYALYSIS

13. COMMUNITY INVOLVEMENT, TRADE SHOWS, SALES
    BLITZ.

14. DAILY SALES ACTION PLANS

15. MONTHLY SALES ACTION PLANS

16. CALENDAR OF EVENTS
                  MISSION STATEMENT



EVERYTHING - Right Where You Need It!


Providing Exceptional Value for travelers.


The Sandman Hotel Langley is positioned as a mid- priced hotel
targeted to today’s growing segment of travelers.


We focus on what guests have said they want, and what their needs are
when they are traveling.



We offer clean, pleasant and up-scale accommodations, amenities and
services in a comfortable atmosphere, desired by both, business and
leisure travelers.


Guests will find that the Sandman Hotel Langley takes pride to pamper
them and make them feel comfortable in a room they would call “home
away from home”.
              POSITIONING STATEMENT


Coming up to our sixth year in operation, the Sandman
Hotel Langley continues to forge ahead and seek to further
create awareness of it’s broad existence, thereby becoming
the market leader in it’s category. Since our opening on
June 3rd, 1997, we have achieved a fair market share by
actively implementing new strategies of aggressive sales
and promotions tactics as outlined in our Sales and
Marketing Plan. This will leave no doubt about our
standing in the Lower Mainland Region.

While our strategic efforts continue to target the corporate
market segment, we intend to re-invite our existing clients
for site inspections to rejuvenate and instill the
“SANDMAN” in their insouciant minds. We will continue
to seek more corporate business as well as diligently focus
on Sports and Leisure events to further profit goals. We
will also use the Tour and Group markets to establish base
line occupancy for the spring and fall of 2003 and having
said that we are already working on building a steady client
base that are now loyal to our chain.

However, with the Sandman Surrey opening in November,
we strongly feel that our clients may be subject to a choice,
and very well be attracted to the new property whose main
in-room amenities and features far exceed in quality and
presentation to that of ours. It might be an early prediction
to profess this legacy that a substantial shift in revenue may
occur from Langley Sandman to the Surrey property, but in
the event that such a case is prevalent then
4.
 we must not panic and simply realize that our valuable
business is still retained within the chain during this
transgression.

Having said that, I have an action-plan ready to conquer
this challenging situation;

   I note that the Surrey Sandman will mainly focus on
    corporate business, therefore leaving us to capture
    business from the following avenues:

                 Sports,
                 Events,
                 Allowing pets in our rooms,
                 Going after new business, and
                 Slowly but surely extruding the
                  competition’s business.

On the other hand, we will pick up some overflow business
from the Surrey Sandman through their recommendations, a
potentially great opportunity for us at a time when there is a
large business event or a sporting event taking place in the
vicinity. I will work with these companies, obtain their
calendar of events, market our chain to get their business
and routinely follow up with the companies that are
currently on our database by sending them our promotions
and visiting them on regular basis.

Finally, by constantly re-analyzing our sales activities and
promotions and updating our Guest Service Agents to better
sell our property, I strongly believe that we will hail into a
new era of success in all dimensions.
                 ECONOMIC OUTLOOK
                            2003


During the last 12-month or more, we have seen serious
and trenchant effects of the downward slide in the general
world economy. The imminent effects of September 11th
have been disparaging. We have come to grips with the
reality in that the US economy that directly influences that
of ours has crumbled after September 11th, now elicits in
trepidation amongst the travelers who have been steadily
visiting Langley and other parts of Canada for various
reasons. Others may see a more conclusive evidence of the
September 11th in that many large companies including the
lumber industry that have degraded or simply downsized
their operations. Major companies such as General Motors
have laid-off their staff and continues to scrutinize it’s
human resources and their travel activities. Similarly,
companies such as the Lumber Company, Gmc,
Overwaitea, and Dairy land, who have been our business
partners, are now themselves experiencing a ‘hoodoo’ and
as a result, they too have reduced their overall activities.
This has already impacted our revenue this year and we can
almost predict that the forthcoming year will also be
somewhat lugubrious.

I also note that there has been an increase in the number of
room’s availability in Langley as well as in Surrey; for
example, Hampton Inn & Suites in Langley, Best Western
on King George Hwy, and the Accent Inn in South Surrey
have begun to capture the business from White Rock,
Fleetwood, Cloverdale and Fraser Hwy and Langley.
The increase in competition resulting in substantial increase
in the number of rooms availability plus the impact of
decline in the general world economy will eventually
reduce our market share and affect our profitability,
therefore impact our revenue. It has also caused us to
reduce our rates on a daily basis so that we can remain
ahead in the competition thus affecting our ADR.

In addition to the above list, there are new propositions of
upcoming hotels as sighted in the Planning Department at
the Langley City Hall.

It is expected that a Quality Inn with 62 rooms will be
erected on 20069-64th Avenue, next to home Depot and is
scheduled to open in early 2003. Another hotel is rezoning.
Sundew Motel, a 60- unit property on 6484-200TH Street.
Development permit has been issued for Coast Hotel with
White Spot on 20077-91A Avenue. This is going to be an
80 room, 4 story hotel with conference and banquet facility,
a lounge with Class ‘A’ liquor license. Coast Hotel will
offer full services to its patrons. This hotel will be in direct
competition primarily because of its amenities and location.
It will have an indoor swimming pool, a games room for
children - therefore target setting for teams, both locally
and from across the boarder, and meeting room to host up
to 200 people. It will also include a sauna, a steam room,
and a spectacular waterslide, a sure attraction for families.
Everything that one would want a hotel to have will be
offered by the Coast Hotel with an extensive range of
services and amenities, it is believed that this hotel will be
somewhat comparative to the “Hilton Garden Inn.”
A new Hampton Inn is scheduled to open in Guilford
sometime in 2003. A future site for hotels is under
discussion for the Gloucester area.

On the other hand Westward Inn, Langley, and Travelodge
Langley City are just two of the hotels that are currently up
for sale, the latter being up for sale for almost a year now.

The Hampton Inn & Suites that is centrally located on Hwy
# 10 has made recognition in a very short period of time.
The have captured most of the corporate clients in Langley
as well as from across the US border. This attraction is
congruent with the recognition of their brand name that is
affiliated with the Hilton Chain Of Hotels. Their rates in
particular are very low compared to the amenities and the
accommodation type they have to offer. They have under
cut their rates to sell the rooms here in Langley, and guests
are taking advantage by using their ‘Hilton Honors’
privilege for double dipping points and Air miles.

As we accelerate and diligently step up our efforts to once
again re-establish our niche in the market place to reach for
higher profit levels, we also aim to achieve an increase in
our A.D.R. between $3.00-$4.00 per annum with a new and
controlled rate maintenance schema.

We will intensify our efforts to grab and retain businesses
from the Gloucester area. We will periodically and
consistently go through the City’s Planning Department to
see the future growth of companies establishing in our area.
We will work on the calendar of events not only from the
Chamber of Commerce and Tradex, but also from the Golf
Courses that feed us business. We will concentrate on
Cloverdale Grounds, a crucial dome that hosts many events
and attracts voluminous amounts of people, mainly from
out of town all year round. We will also look into Lower
Mainland Dog Fanciers Of B.C., which brings at least 5000
people into Tradex each year. Another big event that takes
place annually at Tradex is ‘Vancouver International
Motorcycle Show’ which is usually around January of each
year. Frazer Valley Boat and Sportsmen’s show is also held
at Tradex in March, and there are many more to list.

To conclude, we must not forget to add to the list our next
generation, all Suites Sandman in Guilford which
substantiates our interest in the way it operates and possibly
impact our existing clientele. Having said that, it is almost
imperative to say that the general economic outlook for
year 2003 may seem a little bleak.

Also, lets not also forget to add the possibility of a war that
American Political and Military Strongmen are harping to
pursue on Iraq that may create uncertainty and security
issues globally. This in turn will impact on reduced tourist
and commercial activities, thus directly affecting our
revenue.
               PROPERTY FACT SHEET
                 Sandman Hotel, Langley.



LOCATION:                       8855 202nd Street
                                Langley, B.C.
                                V1M 2N9


GENERAL MANAGER:                Mr. CYRUS MERCHANT


SALES MANAGER:                  Ms. RITA NAIDU


NUMBER OF ROOMS:                144


ROOM TYPES:                     77 Twin Rooms
                                16 Executive Rooms
                                18 king Sofa Rooms
                                11 King Wardrobe rooms
                                06 Queen Rooms
                                12 Murphy rooms


PUBLIC FACILITIES:              Shark’s Club Bar & Grill
                                24-hour Denny’s Restaurant


RECREATION FACILITIES:          Fitness Facilities

BANQUET FACILITIES:             20-25-ppl Boardroom style.
                                20-25 ppl U-shaped Style
                                25- ppl Classroom style
                                35-40-ppl Theatre style

PARKING:                        Ample free parking for hotel
                                and restaurant guests. Truck &
                                RV parking on site.
                      PROPERTY FACT SHEET
                                (Continued)

GENERAL:
Sandman Langley is a full-service, moderately priced, mid size facility with a
touch of class and dexterity. With its 144 articulately designed standard and
stylish executive rooms, it is able to offer and attract patrons visiting Langley
for any reason, whether business or leisure.

The hotel is located off Highway 1, from where it stands atoll and is seen from
within a distance and profoundly reinforces its dominant feature attractions
such as the Sharks club and Denny’s that gives a traveler just another reason to
choose the Sandman Langley over it’s competitors. In addition to this, the hotel
is conveniently located from across the Peace Arch (US) boarder crossing, 25
minutes away from Vancouver Island Ferry Terminal, 25 minutes from
Downtown Vancouver, easy excess to Vancouver International Airport and
close to many other attractions within the vicinity of Langley City.

ADVANTAGES:
The Sandman Hotel Langley is renowned for its Guest Service Excellence and
dexterity. We offer exceptional service for being a 3½ star property to make the
guest feel important. We have a clear advantage over our competition because
of our ideal location. We are pet friendly. Our full kitchenette suites meet the
needs for extended-stay guests. Our Murphy Rooms are in demand for travelers
who seek more space to do their work or even when they have want to use the
room for small meetings when they are traveling as a group. We are within
minutes from Tradex, Abbotsford, Agrifare, Trinity Western University,
Cloverdale Exhibition grounds, Softball City, and Walnut Grove Community
Center, all of which are a large source of our business.

DISADVANTAGES:
There are some obvious disadvantages that our property has that must be
looked into. Room services not provided by Shark Club. We do not have shuttle
services to cater for small groups. The meeting room is not large enough to hold
large functions or private events. We also lack indoor swimming pool, Jacuzzi
and steam or sauna room.
                    COMPETIVE ANYALYSIS

NAME OF HOTEL:                Hampton Inn & Suites, Langley.

ADDRESS:                      19500 Langley Bypass, Surrey.

PHONE / FAX:                  (p) 604-530-6545 (f) 604-530-9192
LOCATION:                     Located on Hwy 10, next to Dams Ford.

GENERAL MGR:                  Alnoor Tejpar

SALES MANAGER:                None

NO# OF ROOMS:                 96

PUBLIC FACILITES:             Proposed Restaurant/Pub – Fox and Fiddle.
                              Seating capacity – 150.

RECREATIONAL FACILITIES:      Fitness Center, Whirlpool, Jacuzzi, Pool with
                              waterslide.

BANQUET / MEETING FACILITY:   Largest meeting facility in Langley, capable of
                              accommodating 150 people in a 1620 sq.ft modern
                              meeting space. It can also be partitioned into 3
                              separate meeting rooms.

PARKING:                      Limited and small. Not ideal for RV’s and trucks.
                              Truckers have to park on Hwy 10.

GENERAL:                      Hampton Inn & Suites is located on the main strip
                              of Hwy 10. It is recognized through its direct
                              affiliation with the Hilton Chain. It is also a newer
                              hotel with an indoor waterslide attraction. The
                              Hampton project will tightly harness its stature
                              with the completion of the proposed restaurant,
                              FOX & FIDDLE that is scheduled to open next
                              year.

ADVANTAGES:                   It’s a new hotel with fairly large rooms. It Has
                              Jacuzzi suites and their main attraction is a two
                              and a half story waterslide. It also Offers one hour
                              free Nintendo 64. Restaurant – Fox & Fiddle
                              opening up in Jan 2003. It is centrally located on
                              Hwy 10. The name needs little advertising. They
                              offer free continental breakfast.

DISADVANTAGES:                Their website is poorly designed and unattractive.
                              The parking lot is too small for truckers and RVs.
                              They do not have a restaurant at this time. The
                              website gives no emphasis to Hilton Honors and
                              Airline mileage privilege programs. Their
                              promotions are not visually appealing nor exciting.
                         COMPETITIVE ANALYSIS
                              (Continued)

Name of hotel:                   Best Western, Langley.

Address:                         5978 Glover Rd, Langley.

Phone/Fax:                       (p) 604-530-9311            (f) 604-530-2438

Location:                        Located on Glover at Frazer.

General Manager:                 Rubina Tejpar.

Sales Manager:                   None.

No# of Rooms:                    78

Public Facility:                 ABC Family Restaurant.

Recreational Facility:           Indoor pool & Jacuzzi, Fitness center

Banquet/Meeting Facility:        2 conference rooms – can accommodate 10-50

Parking:                         Ample.

General:                         Best Western is ideally located and is noticed by
                                 all travelers coming in or going out of Langley. It
                                 is also located next to Kwantlen College. It’s
                                 congenial staff are well trained to sell the hotel and
                                 it’s services. The hotel is equipped with ABC
                                 Restaurant and two conference facilities.

Advantages:                      The hotel is centrally located. It has a beautiful and
                                 user-friendly website giving vital information and
                                 key highlights, including that of their affiliates.
                                 They also have kitchenettes, are pet friendly, have
                                 indoor pool and Jacuzzi, and conference center,
                                 they attract virtually all business from Twin Rinks
                                 and trinity Western.

Disadvantages:                   They don’t have an appointed Sales Team. The
                                 meeting room is limited in size, do not offer
                                 shuttle service anywhere, and they can’t
                                 accommodate large groups due to their room type
                                 mix. Being next to the railway tracks causes
                                 disturbance to guests.
                       COMPETITIVE ANALYSIS
                            (Continued)

Name of hotel:                 Holiday Inn Express, Langley.

Address:                       8750 - 204 Street, Langley.

Phone/Fax:                     (p) 604-882-2000           (f) 604-882-2008

Location:                      Off Hwy 1 on 204 and 88th Avenue.

General Manager:               Sharon Fraess.

Sales Manager:                 Suzanne Furtado.

No# of Rooms:                  85

Public Facility:               Ricky’s Restaurant, Walnut Grove Pub next door.

Recreation facility:           Fitness Room, Indoor pool & Jacuzzi, Sauna.

Banquet/Meeting Facility:      3 meeting rooms – largest – 3100 sq.ft. Cap – 144
                               Smallest meeting room – 75 sq.ft – used mainly
                               for small banquets.

Parking:                       Uncovered and unsecured.

General:                       Being conveniently located off Hwy 1, the Holiday
                               Inn Express offers an array of in room amenities
                               and guests services, which includes deluxe
                               complementary breakfast, and it comes equipped
                               with meeting and banquet space to accommodate
                               corporate meetings or parties for up to a 150
                               people.

Advantages:                    Offers continental breakfast-buffet, and has large
                               meeting room. It has indoor pool and Jacuzzi.
                               Good maps and direction indicators on their web.
                               Promotions and programs on the website.

Disadvantages:                 No room service. No shuttle service. No sports
                               bar. No restaurant within the hotel premises. Very
                               limited secured parking. Generally, their website is
                               a little user-unfriendly and looks flat.
                       COMPETITIVE ANALYSIS
                            (Continued)

Name of Hotel:                 Ramada - Surrey/Langley

Address:                       19225 Hwy 10, Surrey.

Phone/Fax                      (p) 604-576-8388           (f) 604-576-8332

Location:                      On Hwy 10 by 192nd Street.

General Manager:               Diane Lawrence

Sales Manager:                 None

No# of Rooms:                  85

Public Facility:               ABC Family Restaurant

Recreation Facility:           Indoor Pool

Banquet/Meeting Facility:      Small – 525 sq.ft. Meeting space

Parking:                       Ample, but not an area designated for RVs or
                               Trucks and trailers.

General:                       Ideally located on Hwy 10, the Ramada is
                               regularly noticed by everyone using this stretch. It
                               has 85 duly appointed rooms for any type of
                               traveler.

Advantages:                    It’s central location.
                               Easy access to the Ferries Terminal
                               Deluxe continental- breakfast.

Disadvantages:                 Unfriendly staff.
                               Meeting room is very small – can accommodate 50
                               people in Theater-Style seating.
                               Not a full service hotel.
                               No shuttle service.
                               Breakfast room is very small.
                               Rooms are very small and needs renovation.
                               Website is not very appealing.
                       COMPETITIVE ANALYSIS
                            (Continued)

Name of Hotel:                 Sheraton, Guilford.

Address:                       15269 104th Avenue, Surrey.

Phone/Fax                      (p) 604-582-9288           (f) 604-582-9712

Location:                      On 152nd Ave by Guilford Mall.

General Manger:                Lorne Burns.

Sales Manager:                 Dir. Of Sales – Colin Sines,
                               Corporate Sales Mgr – Jamie/Kim
                               (Many sales mgrs designated for diff purposes)

No# of Rooms:                  278

Public Facility:               ‘Orchids’ All Day Restaurant – open 6am – 9pm.
                               ‘Orchids’ Piano Lounge – open 11am – 12 Noon.

Recreation Facility:           Heated pool, Health club, Fitness-center, Jacuzzi.

Banquet/Meeting Facility:      13 Meeting rooms of various sizes.

Parking:                       Secured and patrolled. Ample space.

General:                       Sheraton Guilford is the only award-winning – full
                               service hotel in the Frazer Valley. Recently
                               renovated, it features 278 deluxe rooms with
                               magnificent mountain views. It is conveniently
                               located near Port Kells business district, and a few
                               blocks from Guilford Mall –3rd largest Mall in
                               B.C.

Advantages:                    Solid and attractive Website, gives you a virtual
                               video tour of the hotel. Door-to-door shuttle
                               service, fares include Washington. Has 13 Meeting
                               rooms – The largest being 5450 sq.ft.
                               Accommodates 660 seating. Offers concierge
                               service and also Preferred Guest (points) program
                               for perks and benefits.

Disadvantages:                 Website has sound but no picture at this time
                               (blackout).
                               Shuttle fare is as expensive as a Taxi Cab fare.
                               Room rates are higher than any other hotel in the
                               area. The hotel is little farther away from Langley
                               therefore guests may choose to stay closer to their
                               events for convenience. Most events happen in
                               Langley and Abbottsford.
                       COMPETITIVE ANALYSIS
                            (Continued)

Name of Hotel:                 Best Western, Surrey.

Address:                       8033 King George Hwy, Surrey.

Phone/Fax                      (p) 604-502-9000            (f) 604-507-4999

Location:                      Located on king George Hwy by 80th Avenue in
                               S. Surrey.

General Manager:

Sales Manager:

No# of Rooms:                  72

Public Facility:               None.

Recreation Facility:           Indoors pool, Jacuzzi, fitness room.

Banquet/Meeting:               Conference room

Parking:                       Limited parking

General:                       This hotel is privately owned and operated with
                               very limited services. It is located in South Surrey,
                               an area that is concentrated with prostitutes and
                               drug abusers. Not an ideal location for families
                               traveling with kids. Across from the hotel is a
                               public recreation area for skateboarding activities
                               where teenagers hangout in gangs.

Advantages:                    Complementary breakfast. Laundry service and
                               business center for guests. Amenities include
                               kitchenettes and hot tub.

Disadvantages:                 Unfriendly staff, mainly because of poor training
                               and lack of formal management structure.
                               No Sales Team. No shuttle service. Incomplete
                               website with poor details of the hotel. Staff refused
                               to furnish information – imagine if I were a
                               potential guest?
                       COMPETITIVE ANALYSIS
                            (Continued)

Hotel Name:                    Days Hotel, Surrey.

Address:                       9850 King George Hwy, Surrey.

Phone/Fax:                     (p) 604-588-9511          (f) 604-588-7949

Location:                      Located by Surrey Central Sky Train Station on
                               King George Hwy and 98th Avenue.

General Manager:

Sales Manager:                 Rose

No# Of Rooms:                  82

Public Facilities:             Jake’s Restaurant / Lounge / Pub

Reaction Facilities:           Indoor Pool, Hot Tub

Banquet/Meeting Facilities:    Meeting / Banquet room for small functions

Parking:                       Ample Parking.

General:                       Days hotel is centrally located in the heart of
                               Surrey, across from the Surrey Place Mall, and the
                               Sky Train allowing easy access to virtually any
                               part of the Lower Mainland.

Advantages:                    Full Service Hotel.
                               Centrally located.
                               Access to sky train.

Disadvantages:                 No fitness center.
                               Little too far from Langley and Cloverdale.
                               Only 82 rooms.
                               Not many corporations in the area.
                         COMPETITIVE ANALYSIS
                              (Continued)

Name of Hotel:                   Ramada Guilford.

Address:                         10410 158th Street, Surrey.

Phone/Fax:                       (p) 604-930-4700              (f) 604-930-4702

Location:                        The hotel is located ¼ mile off 104th Avenue exit
                                 off Hwy 1 in Surrey.

General Manager:                 Ashraf Kassm

Sales Manager:                   Debra Roaker

No# of Rooms:                    77

Public Facility:                 ABC Restaurant

Recreational Facility:           Outdoor pool, Hot Tub, Whirlpool, Jacuzzi,
                                 Fitness center.

Banquet/Meeting Facility:        Banquet / Meeting room / conference Facility

Parking:                         Ample and free.

General:                         The hotel is very well nested in the heart of
                                 Guilford, only minutes away from the Guilford
                                 Shopping Mall, thus it enjoys a business from
                                 many sectors. Being Pet-Friendly, and by allowing
                                 pets in ALL of their rooms, they are able to attract
                                 even more business during pet events, and
                                 travelers with pets.

Advantages:                      Outdoors heated pool.
                                 Affiliates with Aeroplan and Petropoints
                                 Provides room service
                                 Fireplaces in some rooms.

Disadvantages:                   Only 77 rooms
                                 Website is not informative about meeting/banquet
                                 facility in terms of its size and occupancy.
                         COMPETITIVE ANALYSIS
                               (Continued)

Name of Hotel:                   Travelodge Langley

Address:                         20470 88th Avenue, Langley.

Phone/Fax:                       (p) 604-888-4891            (f) 604-888-7161

Location:                        Located off 204th street and 88th Avenue

General Manager:                 Andrea Hallford

Sales Manager:                   None

No# of Rooms:                    59

Public Facility:                 Walnut Grove Pub / Bistro

Recreational Facility:           Seasonal outdoors heated pool

Banquet/Meeting Facility:        None

Parking:                         Trailer / RV and ample parking

General:                         Ideally located around the major hotels in the
                                 vicinity and off Hwy 1, therefore enjoys the
                                 overflow from The Sandman and Holiday Inn, and
                                 also offers cheap rate and limited amenities to
                                 attract a different clientele. It was renovated in
                                 1999.

Advantages:                      Location
                                 Low Rates

Disadvantages:                   Older property
                                 Chain has a reputation of being lower class
                                 Noise from pub / unsafe for kids
                                 No pictures on the website
                                 Cheap ergonomics in the room
                                 Not a full service hotel
                                 Only 59 rooms
                                 Unprofessional staff.




.
                         COMPETITIVE ANALYSIS
                              (Continued)

Name of Hotel:                   Aston Pacific Inn

Address:                         1160 King George Hwy

Phone/Fax:                       (p) 604-535-1432           (f) 604-531-6979

Location:                        5 minutes from the Peace Arch border, hotel is
                                 located on White Rock beach.

General Manager:                 Fareed Pirani

Sales Manager:                   (dir/sales–Denine Jackson) (sales mgr-Ross Dyck)

No# of Rooms:                    150 Room and Suites

Public Facility:                 The Pantry / Lounge and Pub

Recreational Facility:           Spa, Sauna, full-range Fitness Center.

Banquet/Meeting Facility:        Costa Ballroom – 800 people / Pacific room - 40

Parking:                         Ample Free parking.

General:                         Immaculate small resort type set up, the Aston
                                 Pacific Inn and Resort in ideally situated just 5
                                 minutes from the White Rock beach and the Peace
                                 Arch (US) border, the hotel is authentically
                                 covered in a glass roof atrium that overlooks its
                                 beautifully mastered heated pool.

Advantages:                      Beautiful attractive website.
                                 Complete shuttle service to the beach.
                                 Full service hotel.
                                 Just 20 minutes to the Vancouver International
                                 airport.
                                 Good rates compared to the amenities.
                                 Just 5 minutes from the beach.
                                 150 rooms.
                                 Can hold very large weddings and conferences

Disadvantages:                   By calling the hotel a resort may make a corporate
                                 traveler think twice before booking.
                                 Away from Langley, thus may not be convenient
                                 for all travelers.
                                 Costa Ballroom may not be booked all the time
                                 because of its size; therefore they are not being
                                 able to optimize profits from it.
              COMPETITOR RATE COMPARISION
                        Winter Rates Comparison
                                  2002
    Hotel         Single/Double   Twin       Corp         Team
Sandman Lan           89.75       97.75      84.75       Negotiated
Best Western
Langley Inn           85.00        85.00      85.00        70.00
Holiday Inn
Express Langley       77.35        77.35      70.30        69.00
Ramada
Surrey/Langley        76.00        76.00      69.00        55.00
Sheraton                                                 119-129 or
Guilford              89.00        89.00     99-119        Other
Best Western
Surrey                85.00         85.00     74.00      Negotiable
Hampton Inn           109.00       109.00    10% off     Negotiated
Days Inn Surrey       92.00         92.00     78.00        69.00
Ramada Guilfrd        69.00         69.00     59.00        59.00
Travelodge Lan        69.00         69.00     63.00        50.00
Aston Pac Inn        109/119      109/119     99.00      Negotiated




              COMPETITOR RATE COMPARISION
                       Summer Rates Comparison
                                  2002
    Hotel         Single/Double   Twin       Corp         Team
Sandman Lan           99.75       109.75     99.75       Negotiated
Best Western
Langley Inn           89.00        99.00      99.00        89.00
Holiday Inn
Express Langley       101.00      101.00      89.00        89.00
Ramada
Surrey/Langley        115.00      115.00      95.00        89.00
Sheraton                                                 139.00 or
Guilford              199.00      199.00     99-120        Other
Best Western
Surrey                115.00       115.00     94.00      Negotiated
Hampton Inn           99.00        99.00     10% off     Negotiated
Days Inn Surrey       99.00        99.00      84.00      Negotiated
Ramada Guilfrd        99.00        99.00    Negotiated   Negotiated
Travelodge Lan        89.00        89.00      73.00      50.00 (neg)
Aston Pac Inn        129/139      129/139      109       Negotiated
                    MARKET SHARE ANALYSIS

      PROPERTY                 ROOMS AVAILABLE               % of MARKET SHARE

Sandman Langley                            145                           12.01
Best Western Langley                        78                            6.46
Holiday Inn Express Langley                 85                            7.04
Ramada Surrey/Langley                       85                            7.04
Sheraton Guilford                          278                           23.03
Best Western Surrey                         72                            5.97
Hampton Inn Langley                         96                            7.95
Days Hotel Surrey                           82                            6.80
Ramada Guilford                             77                            6.38
Travelodge Langley                          59                            4.89
Aston Pacific Inn & Suites                 150                           12.43

TOTAL MARKET                              1207                          100%
INVENTORY




               FAIR MARKET SHARE ANALYSIS
                                  2002 (Y.T.D)

      PROPERTY                     ROOMS SOLD                   MARKET SHARE

Sandman Langley                          25031                           14.38
Best Western Langley Inn                   -                                -
Holiday Inn Express                      15421                            8.86
Ramada Surrey/Langley                    15151                            8.70
Sheraton Guilford                        56340                           32.36
Best Western Surrey                        -                                -
Hampton Inn Langley                        -                                -
Days Inn Surrey                          13327                            7.65
Ramada Guilford                          13291                            7.63
Travelodge Langley                       11183                            6.42
Aston Pacific Inn                        24385                            14.0
TOTAL ROOMS SOLD                        174,129                         100%

* NOTE. Information from some hotels is not available to accurately complete the above
chart. The above figures are deemed to be correct with the information available and the
formula applied.
            FINANCIAL GOALS & OBJECTIVES
                        2002

                          ROOMS DIVISION
     YEAR           OCC %             ADR         REVENUE            REV PAR
     2003
     2002
     2001
     2000



      NON – FINANCIAL GOALS & OBJECTIVES
                     2003
1.   Focus on building public relations and rapport.

2.   To increase our corporate and group business and enhance our corporate
     image by way of package promotions, and upgrades to suites.

3.   To increase our corporate business by establishing new accounts and
     placing emphasis on building better rapport with existing clients for repeat
     business. To achieve these goals, I intend to promote the hotel on a daily
     basis.

4.   To increase our (SMERF) business. This goal can be achieved through
     persistent personal contact with coaches and respective organizations.
     Create awareness.

5.   To cater to the needs of family leisure travelers. Market trends show that
     even the corporate traveler travels with his/her family whenever possible.
     Children’s activities such as Nintendo completes package for this market
     segment.

6.   To improve and maintain business relations with existing corporate, group,
     and leisure markets to maximize profits.

7.   Promote our meeting room and banquet facility with every flat sheet that is
     sent to a potential customer.

8.   Promote Sharks club, Denny’s, and Star plus program as a package.
                                  2002
                             TOP ACCOUNTS


CORPORATE:


1. E.V. Logistics                              6. Mini Tankers

2. Overwaitea                                  7. Detroit Diesel

3. Viesman                                     8. Thompson Technologies

4. Westgen                                     9. Thiessen Equipments

5. Canada Bread                                10. Finning Canada



  SRATEGIES / PLANS TO MAINTAIN / INCREASE
                PRODUCTION:

   1.   Build rapport with existing companies.
   2.   Act on potential business immediately.
   3.   Incentives for ‘pool business’ providers.
   4.   Invite potential guests / promoters / coaches for site tours.
   5.   Follow up on leads from Sales Blitz.


                        TOP 5 MOST WANTED

   1.   B.C. Gas
   2.   Department of Corrections
   3.   Ford Motors
   4.   General Motors
   5.   Frybe Sausage, Glouchester.
                                      SPORTS
1. Softball B.C.                         6. Thunderbird

2. Langley Hornets                       7. West coast roller Hockey

3. Gymnastics B.C                        8. Trinity Western – Spartans

4. Trinity Western Rugby                 9. Trinity Western Volleyball

5. Vanc. Motorcycle Show                 10. Tradex Car Show




 STRATEGIES / PLANS TO MAINTAIN / INCREASE
                PRODUCTION:

   1.   Sponsor events.
   2.   Volunteer to help in events.
   3.   Invite Key people to Christmas receptions.
   4.   Need to create some attraction or activities for the kids, for example; pool.
   5.   We need to provide Shuttle Service within 15 KM of any sporting event.



                        TOP 10 MOST WANTED

1. Twin Rinks                                     6. Langley Curling

2. Abbotsford Curling                             7. Frazer Downs

3. Cloverdale Dog Shows                           8. All Tradex Events

4. Swim BC                                        9. BC Gymnastics

5. Labor Day Weekend Soccer                       10. Langley Track & Field Events
                                  TOUR:

1. Climax                                  6. Cantop

2. FIT                                     7. Skyline

3. Creative (FIT)                          8. Globespan (FIT)

4. Jonview (FIT)                           9. Lion

5. HMDA                                    10. Mijoo


  SRATEGIES / PLANS TO MAINTAIN / INCREASE
                PRODUCTION:

   1. Agents should be invited more often to our property for inspection.
   2. Agents should be given COMP rooms during OFF seasons.
   3. Research web for Travel and Tour companies.



                      TOP 5 MOST WANTED

   1.    Korean Air
   2.    Kitetsu
   3.    Senior Tours
   4.    Dominion
   5.    Robinson Cruso
                               S.ME.R.F:
    SOCIAL / MILITARY / EDUCATIONAL / RELIGIOUS
                   FRATERNETIES

1. Canadian Kennel                         6. Abbotsford Air show

2. RCMP Dog Training                       7. Kwantlen College

3. BC Seniors Association                  8. Trinity Western

4. Lower Mainland Dog Fanciers             9. Langley Community Church

5. Tradex                                  10. BC Elks Association




      SRATEGIES / PLANS TO MAINTAIN / INCREASE
                    PRODUCTION:
   1. Obtain more contact of SMERF through their websites.
   2. Follow up on existing accounts and work on the new ones.
   3. Invite RCMP and Military travel coordinators for a site inspection.




                     TOP 5 MOST WANTED:

1. Campers Crusade

2. Focus on the Family

3. Church of God

4. RCMP

5. Golf Courses Wedding and Leisure Events.
                    AREA’S TOP 20 EMPLOYERS

1. E.V.Logistics

2. Detroit Diesel

3. Westgen

4. Ford

5. GMC

6. Tim Horton’s Group

7. Daimler Chrysler

8. Wendy’s

9. Can-cell

10. Thompson Technology

11. Winroc Corporation

12. Dairy land / Saputo

13. Andrew Sheret

14. BC Films

15. BC Gas

16. Finnings

17. Coast Tractor

18. Wajax Industries

19. Teal Cedar group

20. Home Depot (Canada/USA)
             MARKET SEGMENTS ANALYSIS
                                          % VARIANCE
 GUEST TYPE     2002 ROOMS   2001 ROOMS    FROM 2001


Walk Inn


Complimentary


Corporate


Entertainment


Government



Groups


Teams



Rest Easy



Senior


Star Plus

Total
                 COMMUNITY INVOLVEMENT
                 TRADESHOWS, SALES BLITZES

COMMUNITY INVOLEMENT:


MEMBERSHIPS:                             $


Abbotsford                               $228.00
Cloverdale                               $25.00
Delta                                    $53.50
Langley                                  $258.94
Surrey                                   $160.50




TRADESHOWS:                              $


Addission Trade Show




SALES BLITZES:                           $



Island (Courtney/Comox/Campbell River)
                  DAILY SALES ACTION PLAN
1.   Parking lot checks of competitors – identifiable vehicles and read –
     graphs

2.   Thank you cards to new clients

3.   Prospecting new opportunities via newspapers for leads daily.

4.   Banquet / Meeting follow up calls

5.   Outside calls and sales activities as per monthly sales action plan.

6.   Sales Reports – continuously.




               WEEKLY SALES ACTION PLAN
1.   Conduct a minimum of 6 to 8 outside sales calls daily. (35 – 40/ week)

2.   All sales calls should be qualified as potential customers & at least half of
     these calls should be new prospects. Repeat calls should be kept to a
     minimum with contact maintained by a schedule of regular telephone calls
     or a schedule that allows for monthly or quarterly personal outside calls.

3.   Plan your work and work your plan.

4.   Tracking of monthly-reduced blocks or cancellations or groups will be
     required to determine accurate revenue projections.

5.   Attendance at various community or business functions to enhance the
     property position in the marketplace should be part of your weekly
     planning.

6.   Ensure all potential business is recognized when pursuing local print
     media and ensure appropriate follow up occurs when appropriate.

7.   Guest history reports of your top 30 clients are due each month.
         2002 MONTHLY SALES ACTION PLANS

MONTH:         January

MONTHLY OBJECTIVES:
 Promote repeat business and instill good will
 Maintain current clients
 Increase market share
 Obtain new business
 Community involvement – to maintain and increase “ Top of Mind
  Awareness”
 Increase sport and group markets

Budgeted:                                ACHIEVED:

OCCUPANCY%: 51.20 %                      56.60 %
ADR: $71.50                              $67.25

ACTIVITY:
   Parking lot checks
   Review competitors read – a – boards
   Morning contact with guests in lobby
   Thank you cards to corporate guests
   Research daily newspaper for leads
   Follow up on all banquet/meeting business
   Corporate account calls
   Site inspections
   Proposals
   Attend community events
   Promotions – fruit baskets/ doughnuts/ chocolates
   Travel Agents
   Government Agent
   Chamber of Commerce – membership dues
   Supply Infocentres with brochures
   Contact all sports complexes re: upcoming events * Obtain schedule of
    events

TRADESHOWS:

SALES BLITZES:
        2002 MONTHLY SALES ACTION PLANS

MONTH:         February

MONTHLY OBJECTIVES:
 Promote repeat business and instill good will
 Maintain current clients
 Increase market share
 Obtain new business
 Community involvement – to maintain and increase “ Top of Mind
  Awareness”
 Increase sport and group markets
 Establish new Gov’t contacts

BUDGETED:                                       ACHIEVED:

OCCUPANCY%: 48%                                 59.8%

ADR: $72.80                                     $69.83


ACTIVITY:

   Parking lot checks
   Review competitors read – a – boards
   Morning contact with guests in lobby
   Thank you cards to corporate guests
   Research daily newspaper for leads
   Follow up on all banquet/meeting business
   Corporate account calls
   Site inspections
   Proposals
   Attend community events
   Promotions – fruit baskets/ doughnuts/ chocolates


TRADESHOWS:

SALES BLITZES:
        2002 MONTHLY SALES ACTION PLANS

MONTH:         March

MONTHLY OBJECTIVES:
 Promote repeat business and instill good will
 Maintain current clients
 Increase market share
 Obtain new business
 Community involvement – to maintain and increase “ Top of Mind
  Awareness”
 Increase sport and group markets
 Promote golf packages and specials

BUDGETED:                                 ACHIEVED:

OCCUPANCY%: 67.20%                        64.40%

ADR: $73.00


ACTIVITY:

   Parking lot checks
   Review competitors read – a – boards
   Morning contact with guests in lobby
   Thank you cards to corporate guests
   Research daily newspaper for leads
   Follow up on all banquet/meeting business
   Corporate account calls
   Site inspections
   Proposals
   Attend community events
   Promotions – fruit baskets/ doughnuts/ chocolates
   Mail out for golf packages


TRADESHOWS:

SALES BLITZES:
        2002 MONTHLY SALES ACTION PLANS

MONTH:         April

MONTHLY OBJECTIVES:
 Promote repeat business and instill good will
 Maintain current clients
 Increase market share
 Obtain new business
 Community involvement – to maintain and increase “ Top of Mind
  Awareness”
 Increase sport and group markets
 Promote golf packages and specials

BUDGETED:                                 ACHIEVED:

OCCUPANCY%: 66.70 %                       67.71 %

ADR: $73.60                               $72.72


ACTIVITY:

   Parking lot checks
   Review competitors read – a – boards
   Morning contact with guests in lobby
   Thank you cards to corporate guests
   Research daily newspaper for leads
   Follow up on all banquet/meeting business
   Corporate account calls
   Site inspections
   Proposals
   Attend community events
   Promotions – fruit baskets/ doughnuts/ chocolates
   Meet to ten corporate clients

TRADESHOWS:

SALES BLITZES:
        2002 MONTHLY SALES ACTION PLANS


MONTH:         May

MONTHLY OBJECTIVES:
 Promote repeat business and instill good will
 Maintain current clients
 Increase market share
 Obtain new business
 Community involvement – to maintain and increase “ Top of Mind
  Awareness”
 Increase sport and group markets
 Promote golf packages and specials
 Promote summer vacation packages

BUDGETED:                                 ACHIEVED:

OCCUPANCY%: 72.30 %                       67.2 %

ADR: $85.40                               $80.64

ACTIVITY:

   Parking lot checks
   Review competitors read – a – boards
   Morning contact with guests in lobby
   Thank you cards to corporate guests
   Research daily newspaper for leads
   Follow up on all banquet/meeting business
   Corporate account calls
   Site inspections
   Proposals
   Attend community events
   Promotions – fruit baskets/ doughnuts/ chocolates


TRADESHOWS:

SALES BLITZES:
        2002 MONTHLY SALES ACTION PLANS

MONTH:        June

MONTHLY OBJECTIVES:
 Promote repeat business and instill good will
 Maintain current clients
 Increase market share
 Obtain new business
 Community involvement – to maintain and increase “ Top of Mind
  Awareness”
 Increase average rate

BUDGETED:                               ACHIEVED:

OCCUPANCY%: 69 %                        61 %

ADR: $83.98                             $82.75


ACTIVITY:

   Parking lot checks
   Review competitors read – a – boards
   Morning contact with guests in lobby
   Thank you cards to corporate guests
   Research daily newspaper for leads
   Follow up on all banquet/meeting business
   Corporate account calls
   Site inspections
   Proposals
   Attend community events
   Promotions – fruit baskets/ doughnuts/ chocolates
   Develop back to school shoppers package – to implement by August

TRADESHOWS:


SALES BLITZES:
        2002 MONTHLY SALES ACTION PLANS

MONTH:         July

MONTHLY OBJECTIVES:
 Promote repeat business and instill good will
 Maintain current clients
 Increase market share
 Obtain new business
 Community involvement – to maintain and increase “ Top of Mind
  Awareness”
 Increase average rate

BUDGETED:                                 ACHIEVED:

OCCUPANCY%: 64.45 %                       $66.9 %

ADR: $90.87                               $86.62

ACTIVITY:

   Parking lot checks
   Review competitors read – a – boards
   Morning contact with guests in lobby
   Thank you cards to corporate guests
   Research daily newspaper for leads
   Follow up on all banquet/meeting business
   Corporate account calls
   Site inspections
   Proposals
   Attend community events
   Promotions – fruit baskets/ doughnuts/ chocolates
   Developing Back to School shoppers package
   Mail out to all local associations – brochures
   Contact bowling clubs


TRADESHOWS:

SALES BLITZES:
        2002 MONTHLY SALES ACTION PLANS

MONTH:         August

MONTHLY OBJECTIVES:
 Promote repeat business and instill good will
 Maintain current clients
 Increase market share
 Obtain new business
 Community involvement – to maintain and increase “ Top of Mind
  Awareness”
 Increase average rate

BUDGETED:                                 ACHIEVED:

OCCUPANCY%: 79 %
ADR: $96.85                               $87.19


ACTIVITY:
   Parking lot checks
   Review competitors read – a – boards
   Morning contact with guests in lobby
   Thank you cards to corporate guests
   Research daily newspaper for leads
   Follow up on all banquet/meeting business
   Corporate account calls
   Site inspections
   Proposals
   Attend community events
   Promotions – fruit baskets/ doughnuts/ chocolates
   Put together team rate packages
   Sponsorship opportunities – MVP plaques
   Begin developing g student ski packages
   Developing Back to School shoppers package
   Mail out to all local associations – brochures
   Contact bowling clubs

TRADESHOWS:

SALES BLITZES:
        2002 MONTHLY SALES ACTION PLANS

MONTH:        September

MONTHLY OBJECTIVES:
 Promote repeat business and instill good will
 Maintain current clients
 Increase market share
 Obtain new business
 Community involvement – to maintain and increase “ Top of Mind
  Awareness”
 Increase sport and group markets

BUDGETED:                               ACHIEVED:

OCCUPANCY%: 66.70 %
ADR: $87.79                             $81.00

ACTIVITY:
   Parking lot checks
   Review competitors read – a – boards
   Morning contact with guests in lobby
   Thank you cards to corporate guests
   Research daily newspaper for leads
   Follow up on all banquet/meeting business
   Corporate account calls
   Site inspections
   Proposals
   Attend community events
   Promotions – fruit baskets/ doughnuts/ chocolates
   Contact Senior Secondary Schools with Team Packages – obtain
    coaches names
   Contact school Volleyball coaches
   Contact School Boards
   Promote meeting and banquet facilities
   Follow up on association mailout
   Establish contact for – men and women
   Finish shoppers package
   Winter saving - Promotion

TRADESHOWS:
SALES BLITZES:
        2002 MONTHLY SALES ACTION PLANS

MONTH:        October

MONTHLY OBJECTIVES:
 Promote repeat business and instill good will
 Maintain current clients
 Increase market share
 Obtain new business
 Community involvement – to maintain and increase “ Top of Mind
  Awareness”
 Increase sport and group markets
 Promote golf packages and specials

BUDGETED:                               ACHIEVED:

OCCUPANCY%: 50.10 %
ADR: $74.52

ACTIVITY:
   Parking lot checks
   Review competitors read – a – boards
   Morning contact with guests in lobby
   Thank you cards to corporate guests
   Research daily newspaper for leads
   Follow up on all banquet/meeting business
   Corporate account calls
   Site inspections
   Proposals
   Attend community events
   Promotions – fruit baskets/ doughnuts/ chocolates
   Vancouver Ski show
   Team Rate Flyers – fax to WHL. BCHL, BCAA
   Shoppers Flyer – fax to travel agencies
   Snickers Xmas Comedy Dinner Packages Flyer – mail out to local clubs
    and associations
   AA/AAA Volleyball Championships Flyer – fax to participating teams
   Follow up on Hockey Associations
   Contact Senior Secondary Schools for tournament schedules
   Contact all Martial Arts Clubs in surrounding area re: upcoming
    tournaments

TRADESHOWS:
SALES BLITZES:
        2002 MONTHLY SALES ACTION PLANS

MONTH:        November

MONTHLY OBJECTIVES:
 Promote repeat business and instill good will
 Maintain current clients
 Increase market share
 Obtain new business
 Community involvement – to maintain and increase “ Top of Mind
  Awareness”
 Increase sport and group markets
 Promote Ski packages

BUDGETED:                                ACHIEVED:

OCCUPANCY%: 49.40 %
ADR: $68.31

ACTIVITY:

   Parking lot checks
   Review competitors read – a – boards
   Morning contact with guests in lobby
   Thank you cards to corporate guests
   Research daily newspaper for leads
   Follow up on all banquet/meeting business
   Corporate account calls
   Site inspections
   Proposals
   Attend community events
   Promotions – fruit baskets/ doughnuts/ chocolates
   Government sales focus
   Follow up on all Hockey Associations
   Follow up on Badminton and Squash Tournaments
   Call on Curling clubs
   Promote ski packages mail out
   Sales Plan for 2003 – Revised and Completed

TRADESHOWS:

SALES BLITZES:
        2002 MONTHLY SALES ACTION PLANS

MONTH:         December

MONTHLY OBJECTIVES:
 Promote repeat business and instill good will
 Maintain current clients
 Increase market share
 Obtain new business
 Community involvement – to maintain and increase “ Top of Mind
  Awareness”
 Increase sport and group markets
 Promote Ski packages

BUDGETED:                                ACHIEVED:

OCCUPANCY%: $36.70
ADR: $71.41

ACTIVITY:
   Parking lot checks
   Review competitors read – a – boards
   Morning contact with guests in lobby
   Thank you cards to corporate guests
   Research daily newspaper for leads
   Follow up on all banquet/meeting business
   Corporate account calls
   Site inspections
   Attend community events
   Promotions – fruit baskets/ doughnuts/ chocolates
   Christmas cards to group contacts and Corporate guest
   Promote meeting / banquet facilities
   Follow up on Hockey Associations
   Follow up on Curling Clubs
   Follow up on Ski Clubs
   Follow up on Western Canada Volleyball Championships
   Establish contact for Senior Curling – in February
   Contact Secondary Schools for tournaments in new year
   Contact Tennis BC for schedule and contacts
   Contact Jan / Feb 2002 groups
   Visit Special local Corporate Clients with Christmas Cards and
    Chocolates

TRADESHOWS:
SALES BLITZES:
THE END

				
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