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GIBRALTAR HOTEL

BOWRAL

Marketing Plan

Centennial Road & Boronia Street


Bowral

Prepared By: Travis, Phoen, Mint, Maissey, Suresh.


Table of Contents

1. Business Overview.......................................................................................1
2. The Market......................................................................................................2

2.1. Market Information.............................................................................................2

2.2. Top Three Competitors......................................................................................2

2.3. Market Segments...............................................................................................3


3. Objectives......................................................................................................5
4. Strategy..........................................................................................................5

4.1. Product................................................................................................................5

4.2. Distribution..........................................................................................................7

4.3. Promotion...........................................................................................................7

4.4. Operational Plan................................................................................................9

4.5. Sales promotion.................................................................................................9

4.6. Advertising........................................................................................................10

4.7. Public relations.................................................................................................10

4.8. Direct Marketing...............................................................................................10

4.9. Online Marketing..............................................................................................10


5. Budgets........................................................................................................11
6. Action Plan...................................................................................................12
1. Business Overview

Opened in February 2011, Gibraltar Hotel Bowral is built on the site of the
former Bowral Golf Club.

This Boutique, Stylish Escape offers 76 guest rooms and suites. The hotel is the
largest in Bowral and features four different room types.

With almost 990 sqm of Conference space, Gibraltar hotel offers the perfect
place to hold a corporate or social function in the Southern Highlands.

The Hotel contains two dining options, Gibraltar Grill, open Thursday –
Saturday and Sunday Lunch. Also Harvey’s Bar, open seven days for Lunch and
Dinner.

The 18 hole Golf Course has been recently enhanced and re configured. The Golf
Course offers Membership and also casual plays. It also features a Golf Shop,
selling high end golf equipment.

The Grooming Lounge and Bowral Day Spa will offer hair and beauty treatments
to both guests and visitors from outside the Hotel. Offering LI’TYA spa care
range together with the exquisite PEVONIA BOTANICA the spa will add a new
level of luxury to the region.

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2. The Market

2.1. Market Information

Each year, around 1.4 million tourists visit the Southern Highlands, these
visitors spend approximately $170million in the region. Most visitors are
domestic visitors (i.e. Australians travelling within Australia).

Approximately 345,000 domestic overnight visitors generating over 800,000


room nights per year, in addition to this 1.1million domestic day visitors visit
each year.

An estimated 7,000 international visitors stay overnight each year producing


over 100,000 room nights for the region.
The main type of travel party for domestic overnight visitors is “Adult Couple—in
a relationship sense). These account for over two thirds of the total (36%).

2.2. Top Three Competitors

Property Star Room Conference


Name Rating Count Space Advantage

Established
Milton Park 5 46 541sqm brand.

Peppers Chef’s Hat


Manor House 4 41 223sqm Restaurant

Resources of
Peppers National
Craigieburn 4 72 612sqm Brand

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2.3. Market Segments

MICE/CORPORATE
13% of all visitors to the Southern Highlands are for business. This equates to
approximately 99,000 room nights per year.

A breakdown of “Visitor Generating Region” is outlined below by room nights.

Sydney44%
NSWOther 23%
ACT8%
Melbourne 7%

LIESURE
43% of visitors to the Southern Highlands stated they visited for
Holiday/Leisure. This was closely followed by Visiting Family/Friends at 42%.

Accordingly 39% of all people visiting the region choose to stay with friends or
family when visiting. This accounted for 326,000 room nights per year.

Breakdown by Place of Stay

Friendsor Family

Hotel or Motel

RentedHouse or
Apartment
Caravan Park

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OUTLETS- F&B/SPA
Day Visitors: Almost 930,000 people visit the Southern Highlands as Day
Visitors each year, 58% for “Leisure/Recreation”. This opens an exciting
opportunity to increase the Hotels use of Dining and Spa facilities.

51% of all day visitors said that “Eating out/Restaurants” was their top activity
while in the region.

Life Cycle of Day Visitors


YoungMidlife
Singles&
Couples
Parentswith
Children

Older Working

Older Non
Working

Local Trade: According to Census 2009, approximately 46,000 residents lived


in the Southern Highlands. 61% of the population lives within a 13km radius of
the Hotel. 51% of the population is female. 42% of females are aged between
25-65. This again is a market in which the Hotel will target.

GOLF
In total 915,000 Australians played golf during 2007 – the last reported
data year. This is nearly 6% of the total population aged over 15 years.
The national male/female ratio is reasonably consistent across all states of
Australia with a national ratio approximately 80% men / 20% women
playing the game. Participation in golf is substantially greater at an older
age. The most participatory age group is that from 55 years to 64 years,
with over 10% of the national population in that age group playing golf.

In 2007 Golf Australia report that 350,745 men and 94,606 women (total
445,351) were members of an affiliated golf club, 49% of the total golf
population. Based on an analysis of Golf Australia membership data for
2007, the size of the social golf market (i.e. golfers who are not members
of a golf club) is estimated to be approximately 470,000 or 51% of the
total golf population.

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3. Objectives
The key objectives for GIBRALTAR HOTEL BOWRAL are:

(1) To become the destination of choice for Corporate Conferences being


held in the Southern Highlands. To achieve an average 60%
occupancy mid week and 80% over weekend trade within the first 18
months.

(2) To increase Golf Memberships by 40% in the first 18 months and have
the Gibraltar Golf Course recognized as a desired place of play in the
Southern Highlands. To also market the F&B outlets and Hair and
Beauty outlets to the local community, and day trippers into Bowral.

(3) To be seen as a significant contributor and supporter of the local


community and economy by pursuing best practice and inclusion in
our business dealings. Also by supporting local issues and events.

Within two years to become an $8 million operation.

4. Strategy

4.1. Product
GIBRALTAR HOTEL BOWRAL offers the following products:

Accommodation: 76 Rooms and Suites offering the following.

• Eco friendly climate control and underfloor heating in the bathroom.


• 42 inch LCD Television.
• IPod dock and alarm clock, digital phone and Wireless connectivity.
• Large walk in showers with two shower roses.
• Plush bathrobes and luxury bathroom amenities and hairdryers.
• Mini fridge with tea and coffee making facilities.
• Key card access and security.

Where the rooms vary are:

• In the view – East or West, Gibraltar rooms face east and a view across the
golf course to Mt Gibraltar. Woodlands room overlook the hotel entry, car park
and surrounding woodlands.
• The option of indulging yourself in a bubbly spa or a traditional freestanding
bath.
• The size of bed - All suites, spa rooms and King rooms have a super king bed
and twin rooms have two Queen beds.
• Whether you would like to sit outside your balcony or not - all suites, spa
rooms and superior rooms have balconies.

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Conference Facilities: Gibraltar Hotel has seven different conference rooms
with differing sizes and suitability. The rooms can accommodate up to 300
people and can also support small groups of 10 to 20 people.

Food & Beverage : There are two dining options at GIBRALTAR HOTEL
BOWRAL.

Harvey’s Bar Featuring a grand piano, oversized armchairs and carefully positioned
tables of four to six. The bar is somewhere you want to linger a little longer, maybe
even stay for dinner.

Harvey's Bar is open 7 days a week from 11am til late including lunch and dinner.
Entertainment is provided every Friday and Saturday night.

Gibraltar Grill, headed by Chef Jonas Ottosson has created something special right
here in the Highlands.

Jonas has returned to the Highlands to create a new landmark grill restaurant
featuring prime cuts of meat cooked to perfection. He wants us to enjoy steaks as they
should be cooked and he achieves that in spades.

Open for Dinner, Thursday – Saturday and Sunday Lunch.

Bowral Day Spa: The Bowral Day Spa’s unique offerings of escapists’ delights &
the traditional will impress, complimenting the elegant & sophisticated lifestyle
experiences within the Gibraltar Hotel.

Fusing ancient therapies from the Dreamtime using the uniquely Australian LI’TYA
spa care range together with the exquisite PEVONIA BOTANICA delivering
performance & exceptional results. Both these spa care ranges are known
internationally & are featured in some of the top spas around the globe.

This luxurious spa will feature five treatment rooms and will be run by Glenn
O'Reilly, who currently operates "The Grooming Lounge" at the Gibraltar Hotel.

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Golf at Gibraltar: A challenging 18-hole country golf course (5,050 metres, par
69 with a 66 rating) and one of the most beautiful courses in the Southern
Highlands. Gibraltar lends itself to corporate golf days enabling your staff and
guests to get away from the stresses of the city and retreat to the quiet surrounds
of the Highlands.

Golf Fees Midweek (M-F) Weekend (S-S)


9 Holes $25.00 $30.00
18 Holes $35.00 $40.00
Golf Cart Hire
9 Holes $28.00 $28.00
18 Holes $40.00 $40.00

4.2. Distribution
All services will be provided at the B&B

4.3. Promotion

Website:

The use of the internet is essential in providing information and access to


<Business Name>. A fully functioning site will be developed that will enable
perspective clients to see what accommodation is available as well as allow them
to book online. The site will have a virtual tour facility and links to the other
attractions in the region.

Search Engines Optimisation:

To maximise the discoverability of the website <Business Name> will arrange


for links with the key internet search engine sites.

These will include:

Bed and Breakfast sites:

www.ozbedandbreakfast.com.au

www.bedandbreakfast.com.au

www.bbbook.com.au

www.babs.com.au

Accommodation sites:

www.stayz.com.au

www.roamfree.com.au

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www.bookeasy.com.au

www.takeabreak.com

www.wotif.com.au

Tourist sites:

www.tourismvictoria.com.au

www.visitvictoria.com.au

www.tourism.vic.gov.au

www.visitmelbourne.com

Advertising:

Following the change of ownership at the B&B, advertisements will be placed in


the local press highlighting the new ownership and offering special deals for
local customers wishing to visit the facility.

Advertorial will also be offered for placement in the Victorian Open Garden
promotions highlighting the rose garden and the days it will be open for viewing
by the public.

Advertisement will also be placed in the Royal Auto Victoria magazine with an
offer of a 10% discount for members showing their card. Paid advertorial will
also be placed in this magazine highlighting the garden as a place to visit when
touring the region.

Public Relations:

The week prior to opening, the major travel editors are to be invited for a
overnight stay and a chance to see and assess the new facilities. This is done on a
free of charge basis. Local restaurants are to be invited to participate by inviting
guests for dinner where <Business Name> will provide the wines for the
evening.

Grand Opening of the B&B to introduce Judy and John Abbe to the region for all
local residents and businesses is to be organised with an afternoon tea and
snacks on offer. Music and a viewing of the improved facilities will be available.
The cost is a gold coin that will be donated to the local school for improvements
to the library.

The gardens are to be offered for the use of local community groups for
functions on a no cost basis for charity fundraising.

Promotions:

A high quality multi-folded brochure is to be promoted and distributed to all


tourist information centres within 50 km of the B&B. In addition this is to be
provided to all other tourist facilities within the region, and in return for having
them made available the B&B will carry the brochures of these facilities and
actively direct clients to these locations for a visit. A discount of 5% is offered to
those who mention this cross-promotional arrangement.

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Ten free nights accommodation will be made available to local sporting clubs
and service organisations for use in raffles and fund raising for these
organisations.

In conjunction with the large accommodation sites, 50 packages of ‘two nights


for the cost of one’ weekday deals will be offered in the first three months as well
as 10 ‘three nights for two’ weekend packages.

Branding:

All documents and information placed into the public hands are to have a
consistent look and feel that highlights the superior accommodation and
beautiful setting of the B&B. The branding should leave the impression of
indulgence and pampering.

This branding is to carry over to the provision of monogrammed uniforms for


the staff, linen ware on tables, glasses and bedding used on site. These items will
also be available for sale at the B&B.

4.4. Operational Plan


Successful B&B business depends not only on location and quality of service but
on how it is delivered. The tactics therefore, require a very attentive and direct
approach to the client base. This however, can not be seen to be pushy or
overbearing but constructive and sympathetic to the clients needs to “take a
break”. It is envisaged much of the repeat business will come from personal
referral so the ability to offer simple clear information with a no fuss personal
approach is important. The use of electronic answering machines is to be kept to
a bare minimum and all direct interactions should be at a one-on-one level
where possible.

Response to enquiries is to be measured in hours not days and the use of “we
will get back to you” is to be avoided.

4.5. Sales promotion

The pricing schedules are targeted to encourage weekday usage as well as


maximise the income for what is expected to be popular weekend deals. The
offer of discounts to singles as well as the offer for referral selling should drive
business.

Pricing for the use of the facility for functions that would include the use of the
garden setting and B&B accommodation as a total package, requires further
refinement as this market could attract a different clientele such as wedding,
birthday or other celebrations. The use of promotions into specialised magazines
for this sector would need to be undertaken but does require the integration of
other suppliers of services to make this successful. At this stage it is not expected
to actively pursue this avenue of activities.

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4.6. Advertising
Specific target market approach for advertising is seen as the direction for
<Business Name>. The target market for using the accommodation facility is
able to be reached with careful use of both online sites and information being
posted in key travel magazines such as the Royal Auto, Travel Victoria etc.

The emphasis is on having a break in a relaxing but beautiful location and is the
key, so this does not have to be shouted at the consumer using intense mass
media but will be easily available when required.

4.7. Public relations


The <Business Name> is to be seen as being a positive contributor to the local
community without expecting anything in return. It is to actively participate in
local functions and support the regional initiatives around the promotion of
tourism in the region. Both owners will make themselves available for these
activities.

With the garden profile being increased, Judy will seek out a position on the key
gardening organisational committees in the State and will look to use the
facilities for community based functions. A series of brochures will be developed
for the care and propagating of roses and this is to be offered to gardeners
online, similar to the current wine sites offering information to wine lovers. This
can include access to cuttings, plants and specialty events.

4.8. Direct Marketing


The use of a high quality brochure is seen as essential to providing potential
client’s information about the B&B and its surrounds. This is to be available at
all tourist destinations in the region and it is expected both Judy and John will
deliver these by hand to discuss the offering. In addition, they will gather
information about other facilities they can pass onto their guests.

The use of a bulk mail-out either via post, fax or email is not seen as productive
as it does not provide the personal touch.

However, all guests to the B&B will go onto a direct email database (provided
they give permission) and promotions offering discounts to previous users will
be offered on a regular basis. These will be in the form of a reduction in price per
night.

4.9. Online Marketing


The internet is seen as a critical tool to reach customers. During the opening
phase of the program special deals will be on offer. These will be repeated if
consumers accept these offers.

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The website is to be fully functional and will enable clients to request bookings
and be able to make these in real time. On receiving the bookings the customer
will receive a personal confirmation along with information of things to do in the
region.

All tourism websites will be advised of the change to ownership and the offers
being made to customers.

5. Budgets
Item Date Cost Measure of Success
Completion

Website build 21 st March $ 7,000 Number of hits at 2,000 per


month

Paid search engine 21 st April $ All sites listed carrying web


advertisement to 10,000 link
increase exposure

Cost to pressure test 16 th April $ 2,000 Smooth performance of B&B


operations

Five colour brochure 21 st April $ 6,000 All sites carrying information


printed and in prominent location
distributed through
out region

Advertisement in 21 st April $ 4,500 Monthly slot secured for five


RACV and other months. Advertorial accepted
travel magazines

Newspaper 16 th April $1,500 Featured on page 3


advertisement for
local paper

Site hosting costs 1 st June $2,500 Secured and feature on first


page of Google search

Cost of publishers 25 th April $7,500 One article written and


evening x 3 published over the next month
in all major travel magazines
and paper supplements

Advertising and 25 th June $ 5,500 Feature article


editorial in Victorian
Garden Program

Grand Opening 1 st May $ 1,500 200 people in attendance

TOTAL $
48,000

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6. Action Plan

Action March April May June July Who

Development of website 21 st John

Prepare logo and brand – order 1 st Judy


stationary

Link website to key tourism 15 th IT Dev


sites

Open website to public 15 th IT Dev

Pressure test operation with 16 th Judy


family and friends

Visit all local tourist offices 15 th – John


21 st

Place advert in Royal Auto and 21 st 21st 21 st 21st Judy


other key magazines

Introduce business to local 21 st – John


groups and other businesses. 30th and
Distribute brochure and special Judy
offers.

Prepare newspaper advert and 23 rd Judy


place in local paper

Web specials to be released on 25 th IT


sites

Invited writers and publishers 25 th John


week -30 th

Grand Opening of B&B for local 1st John


groups and
Judy

Submit advertorial to House 15th Judy


and Garden and Beautiful
Gardens

Republish brochure 15 th Judy

Victorian Open Garden Scheme 13 th Judy


Open Day

Web specials for feature days to 15 th John


be offered

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