1. International marketing strategy
for QL Hotels 2015 – 2017
Project group 12
Diego Carrillo
Annika Hagman
Dannique Nijboer
Tim Visser
IBS2B
Teacher: Roel Geerts

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International marketing strategy
Diego Carrillo S1072689
Annika Hagman S1075982
Dannique Nijboer S1063995
Tim Visser S1038442
Project group 12
IBS2B
The name of the project:
An international marketing strategy for QL Hotels 2015 – 2017
Name of the field of study:
Minor International Business Studies
Name of the School:
Business School
Name of institute:
Christelijke Hogeschool Windesheim
Teacher:
Mr. Geerts
Date and place:
16/05/2014, Zwolle

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Preface
This report is meant for QL Hotels. In this report you can read about the international marketing
strategy for the years 2014-2017. It is made by four students of the Windesheim University of
Applied Sciences, Zwolle. We are Diego Carillo, Annika Hagman, Dannique Nijboer and Tim Visser.
Currently, we are students of a minor called ‘International Business Studies’. Our first report
researched several aspects of the English market and this second report is based on our research.
We would like to thank Mr. Geerts for his assistance and support during the design of our research
report.
Zwolle, 17-04-2014
Diego Carrillo
Annika Hagman
Dannique Nijboer
Tim Visser

4. 4
Management summary
Within this international marketing strategy plan the base for giving the answer to the general
question is outlined. The research part had a range of different counterparts. Marketing and
communication goals, communication mix and budged level there is found all important imput to
give an answer in this matter. The general question for this plan is; How to (online) market the QL
Hotel brand in order to achieve a sustainable competitive advantage for small scale luxury hotels in
England within three years? A few key questions to give answer to the general question that is
stated.
- What are the current corporate reputation and sustainable policies of the company
- What is the external online communication of the company
- What should the company do to maintain or improve its reputation in the future
These questions are the basis of the whole research and strategy plan. The key questions are all
outline in sub questions that give answers from different angles.
QL hotel is a brand with a wide range of hotels all across the Netherlands, Belgium, Luxemburg and
parts of Germany. But if you would ask a group of people if they are known with this brand the
biggest part wouldn’t be able to answer this question positively. QL hotels have all resources to reach
potential customers and have a hand in every potential online tool. You would say that a luxury
brand is well known if it’s active on a wide range of online marketing/communication tools. The
surprising and intriguing part of this is that with deeper research and a look from outside the
company there can be given an answer and recommendation about this case.
This research focuses on England and all the potential within the potential customers from this
district. For knowing what the England customers like and how they approach hotels abroad this
research stated a strategy for underlining the questions. During the research a couple of interesting
findings came forward that are interesting for further research. One of the conclusions is that QL
should target potential customers in sectors and mainly upper class families from England. Also is
stated that QL Hotels is a strong brand with a lot of potential to reach more customers. The luxury
and service that is offered is of a high standard and together with the Michelin kitchens the
combination of kitchen, service and atmosphere the QL Hotel brand has a strong formula. The
English customers mainly book their travels in packages this conclusion gives QL Hotel the
opportunity to offer full packages with travel, hotel and activity arrangements. The content that QL
Hotel offers is not unique in the eyes of potential customers. The name says it all QL means quality.
But the competitors that also offer quality is very wide. The competitors who are well known have a
certain theme ore are very well known for something special. And for QL Hotels it’s difficult to
compete with brands that have hotels all over the world.
To complete the report, we developed a planning the communication mix activities that we give the
company from 2015-2017 by making a short analysis of the corporate communication, describing the
target audiences, developing the communication goals, as well as defining message/archetype for
the company. Moreover, we have developed a communication mix, we have planned the
communication mix activities and then we describe how the organization of the communication

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should be realized and finally we state the budget for the communication advice and we evaluate the
entire communication campaign. The only problem is that it’s difficult to state a outstanding USP and
the problem that QL Hotel is not well known amongst British people.

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Table of contents
MANAGEMENT SUMMARY ..............................................................................................................................4
1. INTRODUCTION............................................................................................................................................7
2. SUMMARY OF CURRENT MARKET SITUATION ..............................................................................................8
3. SWOT -ANALYSIS..........................................................................................................................................9
4. MARKETING / COMMUNICATION GOALS ................................................................................................... 10
§3.1 OBJECTIVES................................................................................................................................................... 10
§3.2 ESTIMATED TURNOVER .................................................................................................................................... 11
5. TARGET AUDIENCES ................................................................................................................................... 12
§5.1 STP-MODEL .................................................................................................................................................. 12
§5.2 PERSONA ...................................................................................................................................................... 15
6. INTENDED POSITIONING ............................................................................................................................ 16
§6.1 WHY............................................................................................................................................................ 17
§6.2 WHO FOR ..................................................................................................................................................... 17
§6.3 SUPPORT ...................................................................................................................................................... 17
§6.4 COMPETITORS ............................................................................................................................................... 17
7. MESSAGE / VALUE PROPOSITION / ARCHETYPE ......................................................................................... 19
§7.1 BRANDING WITH ARCHETYPES ........................................................................................................................... 19
§7.2 THE PROMISE TO THE CUSTOMER....................................................................................................................... 21
§7.3 WHAT IS THE ADDED VALUE OF A STAY IN A QL HOTEL? ......................................................................................... 21
8. COMMUNICATIONS MIX ............................................................................................................................ 22
§8.1 TARGET GROUP (1)......................................................................................................................................... 22
§8.2 TARGET GROUP (2)......................................................................................................................................... 24
9. COMMUNICATION MIX PLANNING............................................................................................................. 27
10. COMMUNICATION ORGANISATION.......................................................................................................... 29
11. BUDGET.................................................................................................................................................... 30
12. EVALUATION ............................................................................................................................................ 31
RECOMMENDATIONS..................................................................................................................................... 32
SOURCES ........................................................................................................................................................ 33
APPENDICES................................................................................................................................................... 34
A: PROJECT PLAN & TASK DIVISION............................................................................................................................ 34

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1. Introduction
In this report you can find information about the international online marketing strategy of QL
Hotels. The focus is on England. It is the second part of two documents. In the first document, the
marketing research has been discussed. In this second document you can read about the
international marketing strategy.
The central question: How to (online) market the QL Hotel brand in order to achieve a sustainable
competitive advantage for small scale luxury hotels in England within three years?
The sub questions:
1. What is the current market situation of QL Hotels in England?
2. What is the SWOT-analysis of QL Hotels?
3. What are the marketing communication goals?
4. Which target audiences will be reached?
5. What is the intended positioning of QL Hotels in England?
6. Which message will be send to the potential customers?
7. What would be a realistic marketing communication mix for QL Hotels in England?
8. What is the planning of the marketing activities?
9. How will the planned activities be organised?
10. What will be the costs for all the marketing activities?
11. How to evaluate if the marketing activities worked out well?
The report includes four parts:
 Summary of current market situation
 Marketing and communication goals
 Communication mix
 Budget
The goal of this report is to make an international online marketing strategyfor the Dutch company
QL Hotels.
It is important to always keep in mind that the online world changes so rapidly, that it is a
really hard job to create a sufficient online marketing strategy for more than one year.
Because of the changing online environment.

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2. Summary of current market situation
Going through the first part of the project we can conclude that the UK market is attractive for QL
Hotels. Not only for the similarity of the guests with the Dutch ones when it comes to analyse the
main characteristics of the customers but also for the indexes shown in the individualism and power
distance when dealing with the Hofstede analysis. This aspect would make easier the communication
between QL and its special guests that are going to choose these ranges of luxury services.
However, there is a wide range of competition that could make QL lose market share and that has to
be taken into account from the beginning.
Having chosen one market segment for the development of the second part of the project, we could
advise QL to focus on fulfilling those characteristics presented all along the document (for further
information check part C). In this case we have selected the upper class families in order to show
what this kind of guests are looking for. However, it would be advisable for QL to consider the main
perusing that concern the rest of segments once they can control the market properly in order to
reach more customers and success in a better way.
USP’s :
1. Small distances from England to France, Belgium, Luxembourg and Netherlands. All the
hotels are in a maximum of 3 hours’ drive from the Dutch-German border.
2. High quality and the unique atmosphere of the QL Hotels.
3. Every QL Hotel has an excellent restaurant or has an excellent restaurant nearby the hotel.
Often, a professional cook is working in the hotels.
4. Extreme customer-orientation. Everything is about the hotel guests and everything will be
done to ensure that they have a pleasant stay in the QL hotel.

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3. SWOT -analysis
Strengths
 Michelin star chefs
 Located all over Holland
 Easy to be found online (references)
 Clear website
 QL applications for mobile and tablets
Weaknesses
 Unknown lack of visit experiences online
 QL brand is not easily to be found in hotels
 Online bases in the Benelux and parts of
Germany.
 QL doesn’t has a certain theme on the
website.
Opportunities
 Getting recognized on sites of the hotels
within the QL concern
 Online tour for first time visitors, people
attend to not believe pictures anymore
 Get into a certain theme that is similar to
the values of QL based on luxury and fine
taste
Threats
 Worldwide hotel concerns taking over the
market because of further globalization
 Holland (except Amsterdam) not being
attractive anymore to foreign visitors
 QL hotels are based at cities that aren’t
attractive to foreigners do to further
urbanization to mayor cities
SWOT

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4. Marketing / communication goals
§3.1 Objectives
In this paragraph a few objectives will be set for the marketing activities period. With the help of the
‘classic phase model communication’ the most important objectives will be shown. This model is a
tool to formulate your objectives in a hierarchal way. In the image below the model will be shown,
including the communication goals of QL Hotels.
Then, to make it more accessible you can find here a short table with the 3 most important goals:
Category Goal
Awareness 10% of both target groups is aware of
QL Hotels
Attitude 3% of both target groups have a
positive feeling about QL Hotels
Behaviour 0.04% of both target groups to really
purchase a stay by January 2018

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§3.2 Estimated turnover
What will the turnover be if this behaviour goal will work out well? As to be discussed in §5.1, this
will be the target group sizes:
 English people from big noisy cities who sometimes want to relax
44.8 million people
 English people that have an above average income (>$30,000)
5.77 million people
A total target group of 44.8 + 5.77 = 50.57 million people.
0.04% of 50.57 million = 0.04% x 50.570.000 = 20,228 visitors from England.
The turnover of one visit will be estimated on €170,- per stay per visitor. This will result in an English
visitors turnover of 20,228 x €170,- = €3,438,760,-

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5. Target audiences
§5.1 STP-model
In the first report which contains the conducted
research, the first step of the STP-model was made. If
we want to conduct effective marketing, it involves
three activities. STP: Segmentation, Targeting and
Positioning.
The segmentation was done during the research. Segmentation is to identify and profile distinct
groups of buyers who differ in their needs and preferences.1
These are the consumer market segments for quality hotels bookings:
Now it is time to choose the one or two market segments that are most attractive for QL Hotels. This
process is called targeting, the second step of the STP-model. Actually, it is smart to first make a
description of every market segment and their characteristics. This leads to a more exhaustive
decision which segment to focus on. “A descriptive summary of the size, needs, behaviours and
preferences of consumers within a particular market segment, with the goal of evaluating segment
attractiveness and developing suitable marketing strategies.”2
1
Book: Marketing Management, Kottler. 2009
2
http://www.segmentationstudyguide.com/segment-profiles/
Demographic:
English people
that have an
above average
income
(>$30,000)
Behavioral:
English people
that prefer QL
Hotels as their
quality hotel
Geographical:
English people
from big noisy
cities who
sometimes
want to relax
Psychographic:
English people
that very often
travel to
quality hotels
Step 1: Segmentation
Step 2: Targeting

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Unfortunately, there is a lack of time and resources to find this particular information for each
market segment. That is why only segment size will be a criteria, because in that way you will reach
the most potential customers.
These are the four main market segments:
1. English people that have an above average income (>$30,000)
2. English people that prefer QL Hotels as their quality hotel
3. English people from big noisy cities who sometimes want to relax
4. English people that very often travel to quality hotels
The population of England is 56.11 million people (2014)3
. The segment size of the four groups is
researched and these are the findings:
Market segment Calculation Segment size
English people that have an above
average income (>$30,000)
Source
http://worldpopulationreview.
com/
5.77 million people4
English people that prefer QL
Hotels as their quality hotel
Can’t be measured Estimated <1 million people
English people from big noisy cities
who sometimes want to relax
Urbanisation degree in
England is 80%5
56.11 x 80% = 44.8 million
44.8 million people
English people that very often
travel to quality hotels
24% of British adults prefer a
small scale quality hotel6
49.1 million adults x 24% =
11.78 million people
Not all of them travel very
often, that is why the
estimation is less than 4
million people.
Estimated <4 million people
As shown in the table above, the largest market segment is “English people from big noisy cities who
sometimes want to relax”. This segment consists of all English people from big cities. The second
largest market segment is “English people that have an above average income (>$30,000)”. This
segment consists of people who can easily afford a stay in a QL Hotel. These two target groups are:
1. English people that have an above average income (>$30,000)
2. English people from big noisy cities who sometimes want to relax
3
http://worldpopulationreview.com/
4
http://www.hmrc.gov.uk/
5
http://cia.gov/
6
Research report for QL Hotels, period 3

14. 14
Step 3, the last part of the STP-model: Positioning. This step is about working out how to best
compete in the selected two target markets. QL Hotels need to identify how to position their hotel in
the chosen target market. There are already competitors in the market, so a plan is needed how they
can win market share from established chains. You can read this in chapter 8 and 9.
Step 3: Positioning

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§5.2 Persona
The ideal representative person from the target group “English people that have an above average
income (>$30,000)”.Is described in this paragraph. In marketing terms this is called a (buyer)
persona. It describes a fictive person that could very well be a potential hotel guest. You can read
about their education, family life, work situation and their age for example. It is a very useful tool,
because the better you know your customers, the better and the more effective you can
communicate with them.
This is Isabelle Sanders. She is 29 years old and lives in London.
She is a successful business woman and earns approximately
$38,000 per year. She attended pre-university education and
after that, she went to the London School of Economics and
got her certificate. Currently, her life consists of working days
from 9 am till 6 pm. Always busy. She has a relationship with
Brad, who she met during a business conference. They are now
together for 6 years and experienced a lot together. From
starting in the hard business world of till they were both
successful entrepreneurs.
They do not have children yet, but are planning to be parents within 5 years. Currently they are living
together in an apartment in London. Sometimes they both desire a weekend off, in a luxury hotel
which they can easily afford and just enjoy each other’s company and be relaxed for a few days.
Her interests are tennis, cooking and fashion. On an average day she works from 7-18 o’clock. Then
cooks dinner and enjoys it with her boyfriend. There are a few days per month where they can’t eat
together. They sometimes go to the cinema after dinner. Sometimes there is time for relaxing on the
couch, but most of the time she will go play tennis or will read fashion blogs. Those blogs influence
her style of buying. She buys on an impulse.
What is important to her is her boyfriend, her work and the time they can spend together without
thinking about work, which is too less. That is why a stay at a quality hotel would very much attract
her.

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6. Intended positioning
Positioning diamond is a model which answers these questions: what is the claimed brand promise
consumer benefit? Who is target group? What are factual or subjective elements which support
claim? Who are the main competitors?
“Made by nature”
High quality luxury hotels in unique
location.
Small distances from England to France, Belgium,
Luxembourg and Netherlands. All the hotels are in a
maximum of 3 hours drive from the Dutch-German
border.
High quality and the unique atmosphere of the QL
Hotels.
Every QL Hotel has an excellent restaurant or has an
excellent restaurant nearby the hotel.
Extreme customer-orientation. Everything is about the
hotel guests and everything will be done to ensure that
they have a pleasant stay in the QL hotel.
Other luxury hotels
 Relais Chateau
 Small luxury hotels
 Design hotels
 Romantik hotels
 Relais de silence
 Britain’s finest

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§6.1 Why
The English attitudes towards hotels are very high about the standard of quality. After Russia,
England is the second country that consumes the most luxury hotels.
British tourists mostly enjoy smaller hotels compared the big chains and prefer more sophisticated
hotels, small and independent hotels, according to a study recently presented by Mintel. The
research that covered an interview about a thousand British consumers found that 39% of British
adults prefer independent brands and individuality when it comes to accommodation for leisure and
business. By contrast 24% said big chains prefer an established brand to consider "quality assurance
and service without last minute surprises." This research concludes that the English customers are
divided in different group but the similar needs are still luxury, comfort and excellent service.
The English customers that are mentioned before in this research plan are the upper class families.
This target group is spread all over England and had the ability to spend a good amount of money for
leisure activities the last couple of years.
§6.2 Who for
We choose two target groups: English people that have an above average income (>$30,000) and
English people from big noisy cities who sometimes want to relax. These target groups are
introduced in chapter 5.
§6.3 Support
QL Hotel has many advantages if we compare it their competitors. Firs benefit is small distances from
England to France, Belgium, Luxembourg and Netherlands where QL Hotels situated. All the hotels
are in a maximum of 3 hours’ drive from the Dutch-German border.
All hotels are high quality and there is a unique atmosphere.
Every QL Hotel has an excellent restaurant or has an excellent restaurant nearby the hotel.
Customers can be sure that they can get excellent dining close by hotel.
QL Hotels extreme customer-orientation what comes to customer service. QL Hotels main idea is do
everything what is possible to ensure that they have a pleasant stay in the QL hotel.
§6.4 Competitors
QL Hotel has a lot of competition in the region where it is placed. Mainly in Germany there are a lot
of high valued chains who are commonly known in the surrounding European countries. The well-
known chains are known for their luxury and service reputation. These qualities are very important
for English customers.
QL hotel is a brand that is mainly based on experience and high standards. Including those high
standards are comfort and convenience. The brand is not highly known yet amongst Europeans but
has the spirit to possess a bigger fracture in today’s hotel market.

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The image of QL is well known and has a wide range of similar types of hotels such as:
 Relais Chateau
 Small luxury hotels
 Design hotels
 Romantik hotels
 Relais de silence
 Britain’s finest
These brands are all similar to QL hotels and are also found in a wide range of European countries.
They all have the same base of luxury and make the same promises as QL hotels. The structure of the
sites and the way of marketing on the internet is also very similar. The types of brands do have their
own USP what is outlined the most in the ways of communication towards the customers.
The 6 different types of brands all use the same sources online to get people known with their hotels.
On each booking site all of the named brands can be found in a wide range of European selected
countries. The price is also often very similar so by making a choice people are depending on
experience and opinions. Besides structure and USP the different brands do have a range of
differences amongst themselves. In some ways compared to QL they have a positive and negative
side to it. In the SWOT analysis beneath of QL Hotels the differences towards QL is stated.

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7. Message / value proposition /
archetype
A marketing statement summarizes why a consumer should buy a product or use a service. This
statement should convince a potential consumer that one particular product or service will add more
value or better solve a problem than other similar offerings.7
Next picture shows the steps of value
proposition.
8
§7.1 Branding with archetypes
Jung’s work is a system what Carol S. Pearson has created of 12 archetypes that put a human face on
and the meaning structures that are correlated with success and fulfillment today. Studying
Pearson's archetypes can help businesses and organizations: It can create a healthy and balanced
organizational culture, create a "brand" identity aligned with the actual values and strengths of the
organization and its products and inspire customer and employee loyalty.
QL Hotels archetype is The Explorer, which means the known to discover and explore the unknown.
This inner is rugged individual braves’ loneliness and isolation to seek out new paths. Often
oppositional, this iconoclastic archetype helps to discover uniqueness, perspectives, and callings.
7
www.investopedia.com
8
www.venturemomentum.com

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The Explorer
Core desire Offer unforgettable stay for hotel guests
Goal To get QL Hotel better knowledge in United Kingdom
Greatest fear Too much similar competitors
Strategy Many-sided marketing communication plan
Trap “Charming with nature”
Gift Unique concept: unique luxury hotels, excellent restaurants, not
traditional hotel chain
Outlaw
jester
lover
caregiver
everyman
innocentruler
sage
magician
hero
creator
explorer

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§7.2 The promise to the customer
QL Hotels & Restaurants encompasses a delightful selection of more than 110 independent, small
quality hotels in The Netherlands, Belgium, Luxembourg, Germany and The Dutch Antilles. The key
joyable visit is a great food and warm hospitality.
Hotels are easily to accessible. All the QL hotels are in a maximum of 3 hours’ drive from the Dutch-
German border. It means that distances from England to France, Belgium, Luxembourg and
Netherlands are small. Almost every QL Hotels located quite far from airports, so most of visitors
from England come by using Eurotunnel.
The high quality and the unique atmosphere all QL Hotels. People from England are ready to use
more money on their holiday and want more luxury their vacations. QL Hotel answers these
demands to offer a fine dining and luxurious accommodation. Most of their luxury hotels have many
extras, such as an interesting art collection, cookery school, tasting room, wellness facilities, tennis
court, swimming pool, board room or even a golf course.
Many consumers prefer to fine dining restaurant and the fine dining food on their holiday. All QL
Hotels has own fine dining restaurant or fine dining restaurant nearby. The chefs guarantee the
highest quality of food and service every time. They use fresh, locally sourced produce, which
changes with the seasons.
§7.3 What is the added value of a stay in a QL Hotel?
After realising a comparison between some similar hotels to QL Hotels about the preferences of
English people we can see that the higher value is the staff, cleanliness and furniture.
In the study realised we could see that the cleanliness is important for this people, if the hotel has a
problem, they always will tell the bad experiences. If the hotel solve the problem for example giving
to them a free suite. For example this experience of Lydia from Nedwick (United Kingdom): “We
were upgraded for free into a luxurious spa suite. It was fantastic. The bed was so comfy and the
bathroom was awesome!”
”The bath was dirty when we got there- there was black hair all in it (me and my boyfriend both have
blonde hair). The tap was wobbly and the water splashed everywhere when the tap was turned on.”
For them is also important the furniture, the design of the room and if is comfortable.
They do not like mediocrity and bad service and of course the tardiness.
The breakfast it is also important for United Kingdom people, being the bacon the product
more demanded. Predominantly they prefer English breakfast.

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8. Communications mix
The marketing communication mix can be divided in 4 P’s. Product, price,
place and promotion. These 4 P’s stand for the different characteristics of
marketing. During this plan the central subject is the promotion part.
§8.1 Target group (1)
QL hotel is a brand that communicates with a wide range of target
groups. A communication mix is always targeting to influence attitude,
knowledge and/or behaviour. There is a big difference between corporate communication and
marketing communication. Corporate communication is trying to sell the organization as a whole.
While marketing communication is pointed at brands, products and services of an organization. To
reach the target group of “English people that have an above average income” these two ways of
communication have to be properly merged. The corporate image is the overall view that outsiders
have of the company. This needs to be the first part of sending out the first communication
instruments. Depending on budget this can be done in a few ways for example:
 Advertising (nationwide)
 Public relations
 Sponsorships
 Intern communication
 Exhibitions
An important instrument for the corporate communication is communicating the house style of QL
Hotel. The brand has a strong house style that immediately stands out with his luxurious image. A
good corporate image enlarges the confidence of a client or potential prospect. A high confidence is
import for a certain kind of products and services like:
 Complex products
 Products and services on demand
 Products with a high purchase price
All these factors are recognizable for QL Hotels so this concludes that the corporate communication
will be very important for QL Hotels.
Besides corporate communication there is also marketing communication. Marketing communication
instruments are ways to influence the choosing behaviour of potential clients. On big booking sites as
Booking.com exc. the marketing communication instruments are very important to stand out
amongst the big range of quality hotels all over Europe. There are two kinds of marketing
communication: thematic marketing communication and action marketing communication. The first
one is to influence knowledge and/or behaviour the second one is to influence purchase behaviour.

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The marketing communication instruments have to be integrated correctly. With the right synergy
between all instruments. With strategic planning the right mix has to be found between all
communication instruments. QL Hotels have to take into account a few important factors:
 Available time
 Market size
 Buying behaviour
 Competition
 Budget
Trough out the project we found out that QL Hotel is a brand that needs to spread out their image
more all over European countries. The base of QL Hotel has to be strong. The website has to be
available in all sizes. The “One size fits all” is important because the target group is using multiple
devices to look op travel ideas and information. At this moment the QL Hotel is not sufficient on
mobile devices.
The change of online form
The UK target groups mainly look up information
on tablets or mobile devices. For iPhone users
it’s difficult to get a quick clear view on the site
because it hasn’t been made compatible to use.
And with a growing use of Android devices all
over the UK the first step has to be to make the
site mobile friendly on Android devices. With a
astonishing percentage of 36,9% Android leaps
over iPhone with his 28,5%. Web sites need to
become Omni-sites. That can adapt and display
the information in every form or shape. Be it on
web browsers, televisions, holographic displays,
mobile devices, tablets or even billboards.
Personalized packages
The English customers love personalized packages. If QL Hotel will separate their inventory like
rooms, dining, sports spa and all other unique selling points of the recommended hotels you’ll give
the consumer more choices. The creation of experience units will allow tourism to collaborate more
effectively online.
To make QL Hotels better known it’s important to enlarge the corporate image this can be realized
with a corporate communication instrument. The best way to send out the right message QL Hotel
should use online advertising on highly used UK traveling sites. There are a lot of ways of online
advertising the best way to get noticed very quickly is well timed affiliate marketing on all devices.
The affiliate marketing message should outline the certain elements that QL Hotel can provide. The
target group that has a bigger budget to spend on holidays love the ability to choose and package
certain elements. Expedia.com found out that mainly business travellers like these options. The
business travellers belong to the target group.

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Guest social networks
The wide range between suppliers and users are quickly fainting by the minute. Consumers get more
power by each day and even help suppliers in making decisions in how to connect with them. The
growth of social networks provides whole new news feeds that are considered important for online
users. People no longer only rely on recommendation sites but also look op meaningful experiences
of their expanding social networks. The dialogue between hotels and their guests online will be more
crucial in the coming years. This is a great opportunity for hotels to have a saying in online feedback
of former guests. With a target group that has a income of +€30000 euro you can expect that a big
amount of them is active on the social network LinkedIn. At this moment the founder of QL Hotels
posted a lot of messages online. At the topic discussions you mainly see achievements there isn’t a
option to really discuss anything about QL Hotels for foreign guests because the messages are all in
Dutch. QL Hotel should make a special LinkedIn page where guests and potential guests can
exchange ideas on a business level. QL Hotel can interact with their guests by joining discussions and
let them know that the channel to interact with QL Hotel is really small. This can create a bigger
confidence and loyalty to QL Hotel and get guests who will keep coming back to hotels that belong to
the QL Hotel brand.
Making QL Hotel virtual
Most hotel chains use the same way of showing content on their
websites. With outdated scenery shots from a far distance what
only give a fade impression of the surroundings. With the ever
growing technology and quicker internet hotels can use new
technology to give a impression of the hotel. People love to get a
clear impression of what the hotel looks like. Some hotel chains
took the extra mile to implement a 3 dimensional view in photos
and videos of what the hotel and its surrounding looks like. The few
videos that QL Hotels offer on YouTube give an impression of a
couple of hotels but this way of impressionism is outdated. With
new technologies potential customers should have the ability to use
Google earth to zoom in on the environment and the hotel to give a
clear 3 dimensional impression.
§8.2 Target group (2)
A communication mix is defined as the process that the company transmit determined information
about itself and/or offer to their target group, through different channels, to obtain the desired
target. QL hotels is not in England yet so they will be in the introduction phase, for the objectives that
are going to pursue with the next communication plan will be:
- Be known and stimulate the sale
- Position the brand in the consumer´s mind and support the brand value
- Generate desire towards QL hotels products and build customers loyalty
- Build a good brand image
The acts to English target:

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- Advertising campaign
- Promotional campaign
- Direct marketing
- Social network
Advertising
The advertising is a communication method that controls the entire message and it reaches in an
impersonal way and simultaneously by different s ways to potential customers to get notoriety,
accept and consume of the people those receptors of the message.
QL hotels, due to is in a new market, it´s lacks notoriety so the advertising campaign have to be as
objective principal that the clients knows it and they perceive the quality, satisfaction and profit that
gives them the use of QL hotels.
The advertising campaign could make by an external agency. The objectives that QL Hotels want to
express in that campaign is that the customers will have a unique experience of relax and culinary.
The advertising campaign will be held in different communication media:
 Specialized magazines: With these advertisements we focus on customers with high
purchasing power. Ex. Dentist specialize magazines.
 Internet: Banners will be inserted into the digital English versions of specialized magazines
and newspapers, advertising and also contract in search engines like “Google” or “Yahoo”,
which the calls through our company key words will appear on the first search results related
to the words “quality Hotel”, “restaurant hotel quality” and “culinary hotel relax”, making
the client go directly to our website.
Promotional activities
The objective in the promotional campaign is that the customers try the product or services of QL
Hotels. For example, after open a new hotel in England, the customers will have discount in rooms
and in the restaurant for incentive to new potential client to try the hotel. The discount could be 10%
per night.
With these tools the results can be immediately.
Direct marketing
Direct marketing is a form of communication with the customer based on the use of direct, personal
and interactive media, causing a reaction in the receiver or the beginning of a direct and personal
communication. It is used both for communication or relationship with client as an individual, as for
distance selling through direct or interactive channels. This technique relates the product directly to
consumers, achieving acceptance and positioning.

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The actions for monitoring and customer loyalty will be:
 CRM system (Customer Relationship Management) that will be integrated all information
about our customers (personal data, likes, hobbies,etc.)
 E-mailing campaigns customized to the clients to congratulate their birthdays and Christmas,
including a gift of a specific discount to use in our company subject to conditions of supply.
 Post-sale service, QL Hotels will contact with the customers after 2 or 3 weeks to check their
impressions and suggestions for possible changes.
Social network
To reach a wider audience QL will have to change and create accounts on different social networks
like Facebook, Twitter, LinkedIn, Google+, Pinterest, Instagram with all the information about QL
Hotels. Very important to also make text available in English.
But creating this account and upload sometimes pictures is not enough nowadays, as we could see in
the report English people are the second group in Europe that spend more time looking for and
booking hotels, so is important that QL Hotels have one person or a group of person doing this kind
of work due to is very important for some reasons:
- Social networks give visibility to our hotel and are a perfect platform to share content
and information with our customers. In addition, through them, we can get more traffic
to QL Hotels website.
- The immediacy of communication in social networks is a value. The information can be
published at the time, which favors publishing promotions and last minute offer.
This instant feedback channel allows fluid communication between customers and the
hotel and fosters a closer relationship.
- Humanize the hotel and help the client to know the team establishing a more personal
way.
- The establishment can know the opinions of customers first hand and respond in real
time complaints or
suggestions.

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9. Communication mix planning
In this chapter the planning of the recommended marketing activities will be described. The period of
activities is from 2015-2017. First, a short overview of the activities:
 Personalized packages
 The change of online form (iPhone, Android)
 Social network LinkedIn
 Making QL Hotel virtual tour
 Advertising: Specialized magazines
 Advertising: Internet banners
 Promotional activities (10 % discount)
 Customer Relationship Management
 E-mailing campaigns (birthdays)
 Post-sale service
 Facebook, Twitter, LinkedIn, Google+, Pinterest, Instagram
 Youtube video
There are 3 different colours which stand for how intensive the marketing activities have to be
worked out. High, medium and low locus. You can find the marketing planning on the next page.

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Q. = Quarter
high focus
medium focus
low focus
Q. 1
2015
Q. 2
2015
Q. 3
2015
Q. 4
2015
Q. 1
2016
Q. 2
2016
Q. 3
2016
Q. 4
2016
Q. 1
2017
Q. 2
2017
Q. 3
2017
Q. 4
2017
Online
Personalized
packages
The change of
online form
Social network
LinkedIn
Making QL Hotel
virtual tour
Advertising:
Internet banners
Promotional
activities
CRM
E-mailing
campaigns
Post-sale service
Social media
Youtube video
Offline
Advertising:
Specialized
magazines

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10. Communication organisation
The suggestions outlined in the communication mix ask for lot of time during the preparation time.
To set up a new website platform on all possible platforms (mobile, computer, tablet etc.) QL has
could consider to get help from outside the organisation to maximize the potential opportunity.
To set up new personal packages QL has to capacity to arrange this from out the organization. The
marketing department of QL should invest time in arranging new packages that focus on the USP’s of
the hotels who belong to the QL family. These new personalized packages could be used in online
advertising. When people mainly search for hotels with good food QL could advertise the Michelin
start restaurant of the Librije in Zwolle for example. These personalized advertisements are attractive
for potential customers. This will take a lot of time and creativity for the marketing department of
QL Hotels, also a online expert has to be advised to suggest to potential advertising possibilities
online.
Besides upgrading the websites for all devices QL has a possibility to enlarge the comfort of visiting
the website. For now the website is outdated and similar to other websites from competitors with
pictures of the scenery and outdated newsfeeds. To make the site more attractive the site first has to
be comfortable on all devices and to have something unique on the site a 360 tour of the hotels
could be a real eye openers for visitors. To get a free look from abroad locations such as England the
potential customers get’s a unique look inside the hotel and won’t be afraid anymore to book a hotel
abroad.
Everybody had that one experience that they booked a hotel based on a travellers agency’s promise
and outdate fake pictures that gave a beautiful impression of the hotel. After travelling for hours and
being pushed in a small van to travel to the hotel somewhere in the middle of nowhere some people
got the surprise of their live. They look up and see a outdated hotel with a small pool instead of a
grand new hotel with a Olympic pool. The 360 tour will have to be designed by a expert but the 360
photo’s can be made by a marketing employee that will press costs.
All of these recommendations have to be done at the start of the campaign. Only one
recommendation have to be controlled daily and that are the social platforms. For creating new
interaction with customers a new Linkedin page should be created for former visitors to exchange
experience. In discussion forms QL has to ability to mingle in discussions and make the space
between customer and hotel even smaller.

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11. Budget
Calculation Budget
Online
Personalized packages Invest in an online tool: €2000
Based on time and online
advertising
€2,000.00
The change of online form Costs of an expert: about €400 €400.00
Social network LinkedIn - Premium LinkedIn account: €50
per month x 36 = €1800
- Participating in discussions costs
time. Personnel costs. 20 hours x
€20 = €400
€2,200.00
Making QL Hotel virtual tour €75 (costs for making a virtual tour
per hotel) x 70
€5,250.00
Advertising: Internet banners - Design: hire expert €200
- Placement: €3000
€3,200.00
Promotional activities €800.00
CRM €1,000.00
E-mailing campaigns €2,500.00
Post-sale service €2,000.00
Social media - Translation to English: €500
- Personnel costs: €900
€1,400.00
Youtube video Free. Made by students €0.00
Offline
Advertising: Specialized magazines - Design: hire expert €200
- Placement: €3500
€3,700.00
Total €24,250.00

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12. Evaluation
Having set up all these different marketing actions and defining their costs, it is also very important
to check whether or not these actions will have a positive effect. That is why there has to be a
evaluation of the marketing activities.
The intensive marketing period is 2015 – 2017, that is why the evaluation will take place in January
2018.
In January 2018 we will conduct an online survey among our target group. The survey will be
uploaded on our Facebook and to activate our members to fill in the survey, there will be a possibility
to win something. By introducing a giveaway, you will activate the members sooner than by just
uploading the survey on Facebook. People from the target group that will fill in the survey can win 3
x 1 overnight stay in a QL Hotel at choice.
The following goals will be evaluated:
 The awareness of QL should be 10% in both target groups
 3% of both target groups should have a positive feeling about QL Hotels
 0.04% of both target groups had really purchased a stay
o This last goal can be internal evaluated

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Recommendations
1- QL Hotels has to make modifications to alter their website for all possible devices like
mobiles, pc´s, television, tablets, etc. by altering the website for all devices could be more
accessible for online users.
2- QL Hotels has to point out one person who will update and monitor all social platforms 24-7.
If QL Hotels has someone to respond quickly the line between customers and the Hotel´s will
be smaller.
3- To give the QL Hotels website a more futuristic look QL Hotel should implement a 360 degree
tour on the website. By giving the users a full look of the hotels they get a realistic look of the
hotels.
4- QL Hotels should create personalized packages for online users. By outlining specific details
of the hotel by the user’s needs the hotel will look more attractive.
5- To attract more British customers QL Hotel has to make all information available in English so
the British customers can read all information and review.
6- To introduce in the British market QL Hotel should advertise in magazines that people read
within the target group. Suggestions are golf magazines, cricket magazines, high fashion
magazines, etc.
7- To make the brand of QL Hotels more recognizable trough out Holland and other countries
QL Hotels should stand out in hotels across Europe. If you visit sites from hotels within the
chain you can´t see the QL brand. If you visit the hotels the brand QL is also not recognizable.

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Sources
The Diamond model (February 24th
2012). Read 11.5.2014. Address:
http://www.vectorstudy.com/management-theories/diamond-model.
Value proposition (2014).Read 11.5.2014. Address:
http://www.investopedia.com/terms/v/valueproposition.asp
Value proposition picture (2014).Read 11.5.2014. Address:
http://www.venturemomentum.com/images/ezine/valuegraphicr.GIF

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Appendices
A: Project plan & Task division

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- Project Planning and Organization
Team members
Tim Visser
E-mail: timvisser1990@gmail.com
Tel: +31610638168
Dannique Nijboer
E-mail: dannique_nijboer@hotmail.com
Tel: +31611848188
Diego Carrillo
E-mail: diegodcc@hotmail.com
Tel: +34620300353
Annika Hagman
E-mail: annika.hagman@windesheim.nl
Tel: +358407542976
- Project Cost
Task Time allocation/team member/week (hr)
Project kickoff 3
Project Plan 3
Starting up 4
Part A 5
Part B 15
Part C 10
Finishing 3
Final report 2
Group meeting 10
Lectures/ Feedback 10
Total 65

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- Quality and Risk analysis
Quality
The project quality standards are based on team members’ feedback. We agree that every document
is read by everyone in the team. The feedback is given immediately so we can avoid grammar
mistakes or to improve the content of the document.
Risk analysis
Communication problems: We exchange contact numbers, email and Facebook account to keep in
touch with all members in the team.
Running out of time: Every team member will follow the project plan and project contract strictly to
make sure that we will finish the project on time.
Loss of information due to computer crashes: All the documents are saved into group’s Dropbox and
Facebook group to prevent loss of information.
- Code of conduct
• The essence of the meeting is to complete the project in the scheduled time.
• The meetings are informal and structured.
• Everyone is allowed to talk.
• Everyone takes the decisions.
• The decisions are made by consensus.
• The teacher role in the project is to provide help when needed.

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- Task division
Part What? Who?
Part A Summary of current market situation
Based on your research findings from period 3
Tim & Diego
SWOT Annika &
Dannique
Part B Marketing / communication goals Dannique
Target Audiences
Use a persona to describe the ideal representative person from the chosen
target group. Market segments, target groups = Choose one or more target
groups which you expect to be interested in visiting one of the QL Hotels.
Dannique
Intended positioning
Indicate how to position the QL Hotel brand against the competition. Annika
Message / value proposition / archetype
Message / value proposition. State a clear promise to the consumer, in line with
the intended positioning.
Annika
Communications mix
Choose the appropriate communication media (trade, business press, internet,
website linkages etc) to reach the potential readers/buyers. Communication
mix. Set up an integrated communication mix.
How will you reach your target audience, e.g., news media, newsletters, email,
advertising, website linkages, you tube movie, news media, blogs ,
Indicate if and how the QL Hotels philosophy can be used as marketing tools.
Specific: How should the online possibilities social media as twitter, facebook
and blogs etcbe implemented in the marketing strategy of QL Hotels.
Could you set up an international QL Hotels community on linkedin or facebook
Tim & Diego
Planning the communication mix activities 2015 – 2017
Plan your campaign, include time planning of all communication activities (of line
and on line) and a global budget estimate.
Annika &
Dannique
Communication organisation
Communication organisation. Howshould QL Hotels organize the
communication?
Who will do the work , is responsible for which communication actions. What
communications capacity is required – staff and time?
Tim & Diego
Budget
Estimate costs of your campaign. Including suggestion for financing.
Annika

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What budget do you have to do this work?
Evaluation
How will you evaluate your efforts?
Dannique
Part C YOUTUBE MOVIE
Youtube movie to produce and to present
Together