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