Hotel Management SPHM

Hospitality
MARKETING PLAN
Date: 12 / 15 / 2021

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

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EXECUTIVE SUMMARY

Hotel Management SPHM Hospitality is not only in managing operation the hotel, however all hospitality businesses have been
managed in a professional manner with passion.

Hotel Management SPHM Hospitality is a management of planning, managing and carrying out internal audits, so as to quickly and
precisely change inefficient operations to be efficient.

Together with SPHM Hospitality Hotel Management, you have the opportunity to develop your hotel business into other hospitality
businesses.

Together with Hotel Management SPHM Hospitality, we are committed to the four most important things in business, namely: Privacy
Matters, Experience, Various Term Lengths and Convenience

We always prioritize business priorities over interests outside the business, this is what makes Hotel Management SPHM Hospitality
an Owner Representation.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

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VISION & MISSION STATEMENT

Our Vision Our Mission

To develop and manage hotel properties We see a multi-skilled workforce that

that provide the best guest experiences consists of team players with pride of
possible and yield sustainable profits for ownership in every activity of every day,
our clients. maximizing their role and satisfaction
through fulfilling each guest’s expectations.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

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MARKET ANALYSIS
Hotel Management SPHM New-Normal from COVID-
Private hotels, Chain Hotel
Hospitality is newest 19, Volcano Eruption,
as Partner, Villas and
company in the hospitality Political Debate, Recession
Condominiums
industry Crisis

Competitors Collaborators

Company Customers Climate

Hotel Consultant, Hotel

Hotel International Chain Pre-opening Management,
and Franchise, Hotel Local Hotel Internal Audit, Hotel
Chain Representation and Hotel
Accounting Service

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

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PRICING STRATEGY

STR Low Price High Price

Competitive Set
This competitive set is a group of hotel
managements that compete with Hotel
Accor

Quality
Management SPHM Hospitality for business

High
and is selected with the purpose of
benchmarking our performance against the Santika
competition.
SPHM
 Tauzia Management

Quality
Dafam IntiWhizI
 Accor

Low
 Best Western
 Santika Indonesia
 IntiWhiz International
 Dafam Hotels
H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA
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S.W.O.T. ANALYSIS

Strengths
Step a Head]
Hotel Management SPHM Hospitality is one step
further, as it is equipped with up to date intellect
Staffs
Development

Technology
We are transform “Digitalization to all property, by
develop or renting domains.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

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S.W.O.T. ANALYSIS

Weaknesses
We are New Comer
Hotel Management SPHM Hospitality is a new
comer in hotel management.
Introducing Period
We are in the introducing period, to over with
flexible fees and flexible management agreement.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

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S.W.O.T. ANALYSIS

Opportunities
Owner Concern
Due to the Corona Pandemic case, many owners
are considering changing hotel operators..
The most comprehensive management
company
We are comprehensive management company, by prepare
S.O.P, perform evaluation by C.S.O.P, Internal Audit,
Improvement Track and people management

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

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S.W.O.T. ANALYSIS

Threats
Hotel Owner
Preferences
Is challenging to prove to hotel owner when we
are as new comer with limited number of manage
hotels. We are always get an agreement for
“Owner Representation”
Change Regulatory
Changes in government regulations on future
businesses.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA


MARKETING OBJECTIVES
Bookings/Revenue
Selling right room to the right
customers at the right time and the
right place.
Brand Awareness
Brand awareness should not be the
beginning of your brand narrative. By
to build our own brand awareness
Service/Reputation
Reputation marketing highlights and
amplifies positive brand content like
customer reviews through
traditional and digital marketing
H O T E L M A N A G Echannels
MENT SPHtoMboost
H O S P Isales..
TA L I T Y
10
Groups & Events
Early Bird discount(s), Pre-event
page, Blogging, Social media,
Partner outreach, Paid Promotions,
PR Email
Guest Retention/Loyalty
Increase Customers Interaction, With
Loyalty+, engage & retain your
customers with real-time, personalized
rewards.
Colleague Engagement
Employees can be the source of
high-quality content that is also the
most effective in connecting with
your audience.
Drs. A. Agus Purwanto, SE, MM, CHA
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OVERALL MARKET SEGMENTATION

20% 20%
BAR &
1 Discount 2 Negotiated

SHARE OF
35% REVENUE

3 Wholesale 4 Groups

60%

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

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BOOKING FUNNEL
AWARENESS Tactics
Using You Tube to make customer
awareness by posting best video clips
INTEREST in.
Tactics
Lookalikes / Similar Audiences, In-Market
Audiences, Affinity Audiences, Direct-
CONSIDERATION Response
Tactics Ads
Google Search, Google Shopping,
Facebook Custom Audiences
BOOKING Tactics
Retargeting, Facebook Product Ads.

EXPERIENCE Tactics
Engage our target audience and bring
new
prospects to our site..
H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA
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MARKETING CHANNELS
Content SEO
Marketing
strategic way of telling your the process of improving your site
story; how the story gets told is to increase its visibility for
up to you and the audience you relevant searches..
want to engage..
Social Media PPC

computer-based technology that internet advertising model used

facilitates the sharing of ideas, DIRECT to drive traffic to websites, in
thoughts, and information
BOOKINGS which an advertiser pays a
through the building of virtual publisher when the ad is clicked.
networks and communities.. PR Email

strategic communication process that messages distributed by electronic

builds mutually beneficial relationships means from one computer user to one
between organizations and their or more recipients via a network.
publics..
H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA
 1 OTA Analysis

2 Booking Engine
Analysis

3 Hotel Website
Analysis

Table Of 4 Review Analysis

Contents 5 Google Business Listing

Analysis

6 Metasearch Analysis

7 Social Media
Analysis
H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y
 IN THIS DOCUMENT, YOU'LL FIND 40+
PARAMETERS TO MEASURE AND
IMPROVE YOUR HOTEL PERFORMANCE.

You'll get a clear idea here about how

Overvie
your hotel is performing on OTAs,
website, booking engine as well as other
connected channels.
w These parameters will help you increase
your bookings, improve online presence
as well as hike revenue.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y
DRS. A. Agus Purwanto, SE, MM, CHA
 OTA
ANALYSIS
To make the most out of
connected OTAs, you need to
have the right DISTRIBUTION
of the rooms, at the right
prices to sell the right room to
your guests.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y
DRS. A. Agus Purwanto, SE, MM, CHA
 SELECT OTAS WISELY
Limiting yourself to fewer OTAs gives you
fixed online visibility; thus losing several
booking opportunities for you. So,
ALWAYS consider listing your hotel on
more than 8 OTAs.

Keep the following things

same on all OTAs:
Total
rooms
Star rating
Room
types
Cancellation policy
Check-in & check-out time
What should you do?
H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y
DRS. A. Agus Purwanto, SE, MM, CHA
 KEEP YOUR HOTEL'S PHOTOS ON OTAS
Good hotel photos will help your guests in exploring
your hotel more, thus resulting in faster bookings.

What should you do?

Improve your rankings and quality score by posting
high- quality pictures on your connected OTAs.

Ideally, you should add MORE THAN 25 pictures of

your hotel on all the OTAs.

Of which, DO consider adding at least 4 high-

quality pictures per room.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y
DRS. A. Agus Purwanto, SE, MM, CHA
 SAME ROOM TYPES
ACROSS ALL OTAS
Not maintaining similarity of room types
on all OTAs can create confusion among
your guests and hamper their experience.

What should you do?

ALWAYS show the same room types across
all the OTAs.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y DRS. A. Agus Purwanto, SE, MM, CHA

 RATE PARITY
Not keeping the same rates on all OTAs
can get you warnings or ban notice from
the OTAs. This even affects your OTA
rankings.

What should you do?

Maintain effective rate parity to
improve rankings and get more
bookings.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y DRS. A. Agus Purwanto, SE, MM, CHA

 SEASONAL AND WEEKEND RATES
Adding weekend and seasonal rates is useful to gain
potential customers. So, automate these rates
effectively with yield management.

What should you do?

INCREASE your rates during high-peak seasons like
weekends and vacations. And, DECREASE them
during off-peak seasons.

This will ensure constant revenue generation at

your hotel even during the low-peak seasons.

DO get a fully-featured channel manager to

optimise yield management strategies.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

 KEEP YOUR INVENTORY BOOKABLE
Keeping your inventory open on OTAs will get
you advance bookings. This will even improve
your rankings on the OTAs.

What should you do?

Keep your hotel's inventory open for the next
12-24 months, Because this will rank you
better and get more bookings comparatively.

Additionally, you will also get more bookings

on an advance basis from guests.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

 OFFER DISCOUNTS AND
FREE ITEMS ON OTAS
Doing this will make you more preferable over
your competitors, and will even help you upsell
your extra services and amenities.

What you should do?

Run regular promotions on the OTAs to increase
the number of bookings.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

 OPTIMIZE YOUR OTA RANKING
Bad ranking on the OTAs = losing many
bookings. So,

What you should do?

Get more positive reviews and respond to
them.
Write proper content in your listing.
Maintain your rate parity.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y
Drs. A. Agus Purwanto, SE, MM, CHA
 BOOKING ENGINE
ANALYSIS
An online booking engine is your
key to commission-free direct
bookings. A booking engine
reduces your dependency on OTAs,
thus earning you higher revenue,
against lesser
efforts.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

 OFFER DISCOUNTS, PACKAGES
AND PROMOTIONS ON
BOOKING ENGINE
Offering such exciting deals and discounts will
compel your lookers to directly book with you. This
will help you in getting commission-free direct
bookings.

What you should do?

Set up discounts, sell packages or run promotions
to attract more guests to book with you.
If your current booking engine does not
support creating packages and promotions,
you should consider getting a new one.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

 KEEP BEST HOTEL PICTURES ON
THE BOOKING ENGINE PAGE
Photos act as a “social proof” for your guests.

High-quality pictures will provide your website visitors

with a 360-degree virtual tour of your hotel. This will
give them a clear idea about your hotel's location and
environment.

What you should do?

Post effective pictures of your hotel to make your
guests book faster with you.

You should add a minimum of 4 high-quality photos

per room. DO consider keeping photos of your
hotel's exterior, interior as well as your location.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

 DISPLAY HOTEL AMENITIES
Doing this helps your guests to know the
kind of facilities you provide. This can
make their stay experience better.

What you should do?

HIGHLIGHT your hotel’s amenities on
your booking engine.
Add various widgets on your booking
engine to do this, which will convert your
lookers to bookers.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

 SHOW DIRECTIONS TO YOUR PROPERTY
This makes it easier for your guests to locate you.

What you should do?

ALWAYS show clear instructions to reach your
hotel on your website.

Embed “Google Maps” directions on your hotel’s

website.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

 BOOKINGS AND REVIEW
NOTIFICATIONS
Showing notifications of recent bookings and
reviews will engage your booking engine
visitors, and make them book faster with
you.

This will build a trust factor between you and

your guests.

What you should do?

Highlight reviews on your booking engine page.
Opt for a booking engine that displays such
reviews and booking notifications on a regular
basis.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

 MATCH WITH WEBSITE LOOK
AND FEEL
MAKE SURE your booking engine has a
similar look and feel as your website. This
will help in attracting more visitors to
book with you.

What you should do?

Enhance your hotel bookings by creating a
seamless browsing and booking experience
for your website visitors.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

 HOTEL WEBSITE
ANALYSIS
Good performing hotel websites will
in turn improve your hotels’ ranking
and visibility on Google. So, a
timely analysis of your website
performance is essential to get
higher sales as well as better guest
experience.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

 WEBSITE PAGE LOADING TIME
Having fast page loading time would
improve your website performance, SEO
and guest booking experience.
What you should do?
MAKE SURE your website loading time is
not more than the loading time i.e. 2-5
seconds.
In case your website loading time is
2 sec higher then contact your website
designer and improve its
performance.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

EASY BOOKING PROCEDURE
Your website is the first step towards a great experience
for your guest. So, receive commission free bookings
by giving an easy booking procedure to your them.

What you should do?

Ensure to offer a seamless browsing and
booking experience for your website visitors.
Focus on:
“Book Now” button should be visible even while
scrolling down.
DO add appropriate CTAs.
Consider adding more information on your homepage
related to your hotel like rooms, galleries, offers and
more.
Optimize SEO keywords for better website
performance.
Increase your backlink ratio.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

 MOBILE-FRIENDLY
(RESPONSIVE) HOTEL
WEBSITE
Having a mobile-friendly hotel website will
enhance your guests’ experience and get you
more bookings.

What you should do?

Ensure that your website is mobile-
friendly for optimal user experience.

Make sure it loads faster and

perfectly on a mobile device.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

 BROKEN LINKS ON
HOTEL WEBSITE
Broken links on your hotel website will hamper
your guest experience and bookings .

What you should do?

Keep a regular check on your website
performance to increase visitors and bookings.
Also, ensure that your hotel website does not
have any broken links.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

 HIGH-QUALITY PHOTOS ON THE
WEBSITE
High-quality photos acts as a piece of social
evidence and converts your website lookers to
bookers. It gives your guests a clear idea of
what to expect when they arrive at your hotel.

What you should do?

 Highlight enough good pictures of your
hotel on your website.

 Showcase them what you exactly offer

at your hotel be it rooms, amenities,
extra services etc.
H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA
 TRIPADVISOR REVIEWS AND AWARDS
TripAdvisor reviews and awards play a huge
role in convincing your lookers to book with
you.

Displaying such reviews allows your guests to

choose as well as compare multiple hotels’ and
thereby enhance more guests.

What you should do?

 Highlight the reviews received via
TripAdvisor.

 Also, create a sense of trust in your guest

through these reviews.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

 EXIT POPUP OFFER
Exit popup helps in increase booking opportunities
from your website by attracting the looker to book
with you.

What you should do?

 Create effective exit popups on your
hotels’ website to attract more guests.

 Offer discounts or promotions that will

compel your guests to stay and explore
more.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

 WEBSITE SECURITY
Security is an important aspect, which ensures
that your website protects the data it stores
and that no personal data of your guest is
compromised.

What you should do?

Ensure that your website is trustworthy so your
bookers can book with you without hesitation. For
this,

Add SSL to your website - this will help you

get good rankings on Google.

MAKE SURE your site is secure from any

hacking attempts.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

 WEBSITE VISITOR TRACKING
Visitor tracking enabled via Google Analytics
will help you to understand your booker's
behaviour and run relevant promotions to get
more bookings.

What you should do?

Track your visitors and their behaviour on
your website.

P.S eZee’s booking engine is integrated

with Google Analytics. Start NOW!

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

 PRICE WIDGET
Having a price widget on your hotel website will
show a comparison of your room rates and
OTAs, thus increasing more of your visitors to
book directly with you.

What you should do?

Integrate price widgets on your hotels' website
to receive more commission-free bookings.

Show them a clear picture of the difference in

prices that are displayed on OTAs and your hotel
website.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

 REVIEW
ANALYSIS
Perform review ananlysis by taking
reviews of your guests, based on
their personal opinion. This will help
you to understand their experience
and improve your hotel performance
accordingly.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

GOOGLE BUSINESS
LISTING ANALYSIS
Listing your hotel on Google Business
helps you to improve your property's
ranking as well as showcase your
hotels' presence online.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

 IF YOUR BUSINESS PRESENCE IS ON GOOGLE CONSIDER THAT IT IS
SHOWCASED EVERYWHERE. SO, IT IS IMPORTANT FOR YOU TO CONSIDER
LISTING YOUR HOTEL ON GOOGLE BUSINESS.

What should you do?

Always maintain a good brand image of your business.

ALLOW your guests to easily locate your presence on Google.

Let them check your hotels' rates, reviews, availability and much
more.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y D R S . A . A G U S P U RWA N TO , S E , M M , C H A
 METASEARCH
ANALYSIS
Metasearch allows guests to compare
your hotel rates from various online
travel agencies (OTAs) and other
booking sites, all in one place. Such
analysis will improve your online
presence and increase direct bookings.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

 BOOKABLE VIA BOOKING ENGINE
ON TRIPADVISOR
TripAdvisor Instant Booking Program helps to
improve your online presence and gets you direct
bookings as well.

What should you do?

MAKE SURE your guests are able to book directly
with you from TripAdvisor to increase several
booking opportunities for your hotel.

Enroll for TripAdvisor Instant Booking Program

easily through eZee.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

 BOOKABLE VIA BOOKING ENGINE ON GOOGLE HOTEL ADS
Stats say:

75% of guests start searching for hotels from

Google. So, through Google Hotel Ads get a
chance to easily increase your direct bookings.

What you should do?

Be visible on the world's largest search
engine through Google Hotel Ads.

Get started NOW with Google Hotel Ads

campaign through eZee; an authorized Goog
le Hotel Ads integration partner.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

 Bookable via Booking
Engine on Trivago
Similar to TripAdvisor, it is advisable to be
bookable on Trivago as well. This will improve
your hotel’s visibility and direct bookings.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

 SOCIAL MEDIA
ANALYSIS
Social Media presence helps to
increase your repeat guests,
improve guest experience,
receive more reviews and much
more.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

 BOOKING ENGINE INTEGRATION
WITH FACEBOOK
Enhance branding, increase bookings and build
better relations with your guests! Get more
direct bookings through your Facebook Page by
integrating your booking engine with Facebook.

What you should do?

Increase your social media reach as much as
possible and consider getting more likes on your
Facebook page as well.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

 MARKETING CHANNEL 5
2
TACTICS
Content Marketing

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

 MARKETING CHANNEL 5
3
TACTICS
Search Engine Optimization (SEO)
Our strategy for improving our site's rankings in search engine results. It
involves identifying which keywords and phrases our target audience uses
when looking for products or services like us, then working towards ranking
well for those searches.

● Google Search Engine Optimization target 100,000 visitor our website.

● Yahoo Search Engine Optimization target 100,000 visitor our website.
● Bing Search Engine Optimization target 100,000 visitor our website.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

 MARKETING CHANNEL 5
4
TACTICS
Social Media
An engagement plan is one of the most important parts of a social media
strategy. It outlines how we will use social media to reach and respond to
your target audience.

● Facebook – increase likes and posts

● Twitter – increase followers
● Instagram – increase likes and posts
● LinkedIn – increase group members and followers
● Google+ - increase circle adds and followers
● Pinterest – increase pins and follows
● You Tube – increase posts and subscribe

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

 MARKETING CHANNEL 5
5
TACTICS
Pay-Per-Click Advertising (PPC)
PPC stands for pay-per-click, a model of internet marketing in which
advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a
way of buying visits to your site, rather than attempting to “earn” those visits
organically.

● Google Ads
● Bing Ads
● Facebook Ads
● Twitter Ads
● LinkedIn Ads

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

 MARKETING CHANNEL 5
6
TACTICS
Public Relations (PR)
 Write press releases and blogs
 Write article/blog pitches for journalists—outlets that publish blogs are
often looking for subject matter, but you’ll still need a good hook (e.g.,
money raised, product launch)
 Generate media interest (e.g., television programs, news)
 Build relationships with journalists over social media before you pitch to
them
 Arrange interviews and appearances for company executives
 Plan and execute outreach events for media and the public
 Promote your startup or product via social media (and handling any
negative online responses)
 Attend and rank well at pitch competitions—these are often well covered by
the media
 Win research grants or the like—this is covered by some segments of the
H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y
media Drs. A. Agus Purwanto, SE, MM, CHA
 MARKETING CHANNEL 5
7
TACTICS
Email Marketing
Email marketing is a powerful strategy because it helps to attract subscribers
as well as customers. Email marketing can help you target customers and
take your sales to a whole other level. Companies use email marketing
campaign based on their past purchases, to identify and reach new customers

● Email marketing has a big reach and it puts your message in front of a lot of
people.
● The marketer has great flexibility in how they can handle their email
program.
● It is quite easy to start, you can even start small.
● Email marketing scales, the effort to send one or 100.000 messages are
nearly one and the same.
● Email allows you to target and segment your messages on individual level.

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA


S.M.A.R.T. GOALS
S M
H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y
58
Our SMART content marketing goals:
A R T
 Double our website traffic over the
next 12 months by publishing 5 high-
quality, targeted blog posts per week.
 Redesign all blog content offer CTAs
to increase CTR by 10% for the
calendar year 2021.
Drs. A. Agus Purwanto, SE, MM, CHA
 59
KEY MARKETING METRICS/GOALS

Item Metric Current Goal

Content Marketing Traffic to Website #365,000 #730,000

Traffic to Website # 365,000 # 730,000

Search Engine Optimization
% of Direct Bookings 3.5% 4.0%

Traffic to Website #547,500 #1,095,000

Social Media New Followers #65,000 #130,000
Engagement Rate #32,500 #65,000

Revenue $ 2,150,000 $3,000,000

Paid Advertising
Return On Ad Spend $65,000 $100,000

Public Relations Press Mentions #17,500 #20,000

Open Rate 20% 50%

Email Marketing
% of Direct Bookings 11% 15%

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

 60
MARKETING BUDGET

Item Budget Owner Notes

Content Marketing $0.00 SPHM Share Cost

Search Engine
$0.00 SPHM Share Cost
Optimization

Social Media $0.00 SPHM Share Cost

Paid Advertising $0.00 SPHM Share Cost

Public Relations $0.00 SPHM Share Cost

Email Marketing $0.00 SPHM Share Cost

Other Tools & Resources $0.00 SPHM Share Cost

Total $0.00

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA

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OUR CONTACT

Tibubeneng | Kuta Utara | Badung

Bali | Indonesia 80361
info@sphmhospitality.com

WA: +62-812-9444-1224
Tel: +62-821-4586-2051
Website: https://sphm-hospitality.wixsite.com/hotelmanagement-1

H O T E L M A N A G E M E N T S P H M H O S P I TA L I T Y Drs. A. Agus Purwanto, SE, MM, CHA