BCIT Diploma (2012 LinkBC Case Competition)
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This is the presentation from the BCIT team at the 6th Annual LinkBC Case Competition. They were challenged with creating packages for a Coast Hotels & Resorts property drawn at random. The packages had to attract new visitors to the region during the off season.
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BCIT Diploma (2012 LinkBC Case Competition)
- 1. Coast Hotel & Convention Centre Langley City Chanelle Gale, Colleen Smith, Shivani Mukerji, Leslie Lessard British Columbia Institute of Technology
- 2. Agenda • Background & Problem Statement • Key Findings • SWOT • Competitive Analysis • Implementation Plan • Evaluation • Conclusion
- 3. Background • Convention Centre with 24 hour business facilities • One of the largest Casino’s in western Canada • Heart of Downtown Langley • Walking distance to shopping, entertainment & business sector • Close to American border
- 4. Problem Statement Which packaging solutions should Coast Hotel & Convention Centre Langley City implement to increase occupancy by 5% during the off season of October to March?
- 5. Langley Destination Profile • Primary Tourism Offerings: – Heritage and Culture Tourism: Fort Langley – Family oriented agri- tourism – Wine and Food – Sport Tourism • Secondary Tourism Offerings: – Regional meetings, clubs and associations
- 6. Key Findings • Domestic (BC) • Business Partnerships • Hotel Amenities
- 7. Strengths • 24 hour meeting facilities • Complementary parking • In house spa & theatre • Coast Rewards Program • Awards/Initiatives: – 4 star rating by Canada Select – CAA & AA Approved Lodging – Green Key Eco Rating Program
- 8. Weaknesses • Highly competitive industry • Location not convenient for leisure travels • Minimal social media presence for Langley location
- 9. Opportunities • Optimize ecotourism • Creating more of an online presence through social media to create more brand awareness and loyalty • Take advantage of off season activities • Golden Ears & Port Mann bridge allows for easy access • Domestic trips increase by 2% in 2010
- 10. Threats • Economic recession reducing disposable income levels • Canadian dollar • Rising cost of airfare • Visitor entries to Canada fell by 3.6%
- 11. Best Western Country Meadows • Aldergrove • Close to Tradex Centre • Complimentary Buffet Breakfast • Packages – Fun and Romantic Hotel – Sports Team Exclusives – Tradex Packages – 3 Night Winter Specials
- 12. Days Inn and Suites • Langley City Centre • Options – Breakfast, Gym, dogs, an d large vehicle parking • Packages – 20% off for 2 nights – 30% off for 3 nights – 15% off for last minute
- 13. Holiday Inn • Langley City Centre • 96 Guest Rooms • Deals for Seniors AAA Members, Advance Purchases • Included – Breakfast, Gym, Wifi, an d Parking
- 14. Stakeholders • Local businesses: Fort Langley restaurants, Tourism Langley, Dead Frog • Partners in our channels • Aboriginal community – culture tourism • Environmental interest groups • Shareholders of Coast Hotels • Citizens • Coast employees & management
- 15. Meeting & Convention Package • Theme: Convenient and affordable • Target Market: Regional Clubs and Associations • $129.99 Package Includes: – Minimum of 10 rooms per night – Meeting room + up to date audio visual equipment – Breakfast & Lunch – Coffee break – Early check in/Late check out – Wifi
- 16. Meeting & Convention Package Implementation • Personal Selling • Current Clients • Direct Mail
- 17. Implementation Plan You are invited to Relive, Remember, Renew at BC’s best Coast
- 18. Relive • Theme: Poker Night • Target Market: Men in Baby Boomer generation • $299 Package Includes: – 1 night Accommodation – 6 pack of local Dead Frog beer – $100 Voucher to Cascade Casino – $50 Voucher to Pinnacle Grille – Optional add on: Featured Theatre Show
- 19. Relive Implementation • Internet Marketing through social media • Advertise on online gaming websites • Advertising at local club and sport facilities • Residents rate (10% off for Langley Residents) ex. Capilano
- 20. Remember • Theme: Culture Tour in Fort Langley (Family Reunion) • Target Market: VFR Baby Boomers & Families • $159 Package Includes: – Local chocolates from Euphoria chocolates – Voucher to the Fort museum ($20, family rate) – $20 Voucher to Wendel’s Café Maps and brochures from Tourism Langley with trails in the area (free) – Free parking – Wifi
- 21. Remember Implementation • Market channels open up through our partnership businesses • Langley Times, Langley Advance • Internet Marketing through social media
- 22. Renew • Theme: Getaway – Renew your love • Target Market: Baby Boomer couples • $210 Package Includes: – Room – Welcome drink and appy in Glacier Bar and Lounge – Domaine de Chaberton wine (red or white) and Euphoria Chocolates from Fort Langley care package – Continental breakfast in bed – Late checkout – Free parking – Wifi
- 23. Renew Implementation • Cross selling with wine & chocolate retailers • Promote on Coast website • Internet Marketing through social media • Reach out to customer database
- 24. Instagram Contest #ReliveCoast #RememberCoast #RenewCoast
- 25. Budget
- 26. Evaluation • Measurability: – Click through rates – Phone inquiries – Retweets/followers – Facebook likes – Occupancy Rate • Guest survey • Customer Relationship Management
- 27. Conclusion
- 28. Questions & Comments Thank you
- 29. References • Tourism Langley: The Complete Story • http://advertising.sunprovince.com/downloads/pngrates_display.pdf • http://www.mackcollier.com/cost-of-social-media-in-2012/ • http://www.wendelsonline.com/ • http://www.coasthotels.com/hotels/canada/bc/langley/coast_langley/guestrooms /comfort_one_king • http://www.euphoriachocolate.com/Qstore/Qstore.cgi • http://www.cascadescasino.ca/glacier_bar.html • http://www.pc.gc.ca/lhn-nhs/bc/langley/visit/tarifs_fees_e.asp?park=78 • http://en-corporate.canada.travel/sites/default/files/pdf/Research/Product- knowledge/TAMS/Canadian%20Travellers%20Culture%20and%20Entertainment/ta ms_report_Canadas_heritage.pdf • http://www.atme.org/pubs/archives/77_253_1108.cfm • http://www.bcstats.gov.bc.ca/StatisticsBySubject/BusinessIndustry/Tourism.aspx
Notas do Editor
- Over 40 locations in North America with 18 in British ColumbiaBased in Vancouver
- Current Occupancy=58.6% so 45/77Increased Occupancy=63.6% so 49/77
- Vancouver Coast and Mountain Region in BCDestination-LangleyOff Season: October-MarchNear Residential Areas40 minutes from downtown Vancouver
- Current off season occupancy rate for Greater Vancouver is 58.6%Bed & Breakfasts, Stay and Play, RomanceCaroline Price Delta Hotels BurnabyPrices for packages are based on Bar best available rate plus applicable increment so they fluctuate throughout the yearPackages are targeted mostly to leisure travellersWeekend and holiday purchasesRely on word of mouth and then social media when planning a trip (Cornel school-googledoc)With Domestic Trips having increased by 2% in 2010. This shows that more travellers have changed their attitudes about travelling internationally, and are now staying within their own country. (Euromonitor, 2011)Domestic: (bc, canada, america)STEPHEN PEARCEDriven by VFRFIT individuals are most profitable segmentTime sensitive offers-near end traffic (more perceptive of seasons) –don’t have a lot of timePrice driven offers/event oriented offersLooking for distractions or reasons to celebrate. Foodies (concrete example: dine out vancouver)Recent visitors from almost every GTW market are older traveller demographicVisitors from Australia, Uk and US have the most grey hairs 45% tourists aged over 55yrs(CTC Report-industry canada 2011)
- 1492 Facebook likes4691 followers
- Domestic trip –Euromonitor: tourism flows domestic canada
- Tourism indicators 2011 BC STATS
- Best Western Country MeadowsLOCATION: - located 45 minutes from Vancouver- less than 10 minutes away from Abbotsford Airport, the Zoo and the Tradex Center- easily accessible from either directions in the Fraser Valley, Abbotsford, Langley, and Aldergrove areas- LOCAL attractions: Tradex Exhibition Center, Abbotsford Internation Air Show, Abbotsford Airport, Aldergrove Days Festival Parade, Newlands Golf Course, Greater Vancouver Zoo, Thunderbird Park, Abbotsford Chamber of Commerce, For Langley WineriesPACKAGES: Fun and Romantic Hotel Package: ex. champagne basket with chocolates, after hours access to pool in own privacy, late check out till 2pm Sports Team ExclusivesAldergrove BC Hotel Tradex Packages3 night winter specials PRICING:- all guest rooms feature pillow top mattresses, deluxe furnishings, microwaves, fridges and DVD players, 32’’ LCD TV in all rooms-complimentary Hot Country Style Buffet breakfast with a wide selection (from scrambled eggs, omelettes, hash browns, sausages, ham and cheese Quesadillas along with Fresh Belgian waffles and bakery delights such as croissants, pastries, etc with juices and hot beverageshttp://www.bestwesterncountry.com/
- Days Inn- offer meeting space to accomodate up to 30 people as well as 24 hour business cneter and audio/visual equipment LOCATION: - close to Cascade Casino, Langley Events Centre and Willowbrook Shopping Mall - local attractions: Fort Langly National Historic Site, Greater Vancouver Zoo, Fraser Downs Raceway, Cascade Casino, Glen Valley Stables, Township 7 Vineyard and Winery, Fort Langly Golf Course; all minutes away from the hotelPACKAGES:- breakfast, gym, internet, pets (dogs only), truck/bus parking, car parking
- Fix occupancy midweek issue
- Fix occupancy midweek issue
- Residents rate (10% off for Langley Residents) –ex. CapilanoBC Gold Encore Members receive a special rate (measurability)
- Residents rate (10% off for Langley Residents) –ex. CapilanoBC Gold Encore Members receive a special rate (measurability)
- websites through Tourism Langley, Wendel’s, the Fort, Euphoria Chocolates