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Hotel De La Poste: Business and marketing research project
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Hotel De La Poste: Business and marketing research project

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MTM IX students have designed a marketing research agenda for tourist companies: here here presented the project on Hotel De La Poste.

MTM IX students have designed a marketing research agenda for tourist companies: here here presented the project on Hotel De La Poste.
www.mtm.iulm.it

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Hotel De La Poste: Business and marketing research project Hotel De La Poste: Business and marketing research project Presentation Transcript

  • BUSINESS AND MARKETINGBUSINESS AND MARKETINGRESEARCH FOR THE HOTELRESEARCH FOR THE HOTELDE LA POSTEDE LA POSTETeam 4№Team 4№Valeriia MalcevaValeriia MalcevaAnzhela TanasAnzhela TanasYulia DavydovaYulia Davydova
  • COMPANY PROFILECOMPANY PROFILE• Location - Cortina D’Ampezzo, ItalyLocation - Cortina D’Ampezzo, Italy• In operation since 1835In operation since 1835• 4 star hotel, Business & Leisure oriented4 star hotel, Business & Leisure oriented• 4 floors,83 rooms (4 suites and 1 junior suite for a total of 136 beds)4 floors,83 rooms (4 suites and 1 junior suite for a total of 136 beds)• 2 restaurants2 restaurants• 42 employees42 employees
  • PROBLEMPROBLEM The hospitality industry is going through a fierce competitionThe hospitality industry is going through a fierce competition Number of hotels is steamily increasing mainly in such famous destinations likeNumber of hotels is steamily increasing mainly in such famous destinations likeCortina D’AmpezzoCortina D’Ampezzo It is difficult to face competition, maintain the demand high and gain profitIt is difficult to face competition, maintain the demand high and gain profitOccupancy in the Hotel de la Poste is droppingOccupancy in the Hotel de la Poste is droppingHotel management is facing a decision to be taken: to set up a Spa center, swimmingHotel management is facing a decision to be taken: to set up a Spa center, swimmingpool and gym for fitnesspool and gym for fitness
  • GOAL AND OBJECTIVESGOAL AND OBJECTIVESGOALGOAL::Understand the real necessity of having SPA & Pool in the hotel De La Poste and clarify all customersUnderstand the real necessity of having SPA & Pool in the hotel De La Poste and clarify all customerspreferences in order to invest money in profitable additional service in the hotelpreferences in order to invest money in profitable additional service in the hotelOBJECTIVES:OBJECTIVES:TO IDENTIFYTO IDENTIFY Importance of having SPA services and swimming poolImportance of having SPA services and swimming pool Frequency of using SPAFrequency of using SPA The most popular and preferable SPA activitiesThe most popular and preferable SPA activities Customer willingness to pay for these servicesCustomer willingness to pay for these services Possible influence of opening SPA on the whole hotel performance (like attracting more customers)Possible influence of opening SPA on the whole hotel performance (like attracting more customers)
  • QUESTIONNAIRE FORMAT & CONTENTQUESTIONNAIRE FORMAT & CONTENTSection 1Section 1 - collected respondents‘ relevant to SPA visiting and hotel stay- collected respondents‘ relevant to SPA visiting and hotel stayinformation and questions regarding the personal information.information and questions regarding the personal information. Are you a SPA user at least once a year?Are you a SPA user at least once a year? How much do you think SPA is necessary for a 4 star hotel?How much do you think SPA is necessary for a 4 star hotel? For what reasons do you usually visit the hotel De La Poste?For what reasons do you usually visit the hotel De La Poste? How often do you stay in the hotel De La Poste?How often do you stay in the hotel De La Poste? When staying in a hotel how likely would you visit SPA center?When staying in a hotel how likely would you visit SPA center? What is your gender?What is your gender? How old are you. Please select one of categories belowHow old are you. Please select one of categories below Please indicate your annual income range (€)Please indicate your annual income range (€)
  • QUESTIONNAIRE FORMAT & CONTENTQUESTIONNAIRE FORMAT & CONTENT Section 2Section 2 asked respondents to rate the importance of availability of SPA activitiesasked respondents to rate the importance of availability of SPA activities(sauna, massage, nutrition, aromatherapy, manicure, facials, body wrap) and Fitness(sauna, massage, nutrition, aromatherapy, manicure, facials, body wrap) and Fitnessand Swimming Pool as additional amenities in the hotel.and Swimming Pool as additional amenities in the hotel. Section 3Section 3 measured respondents‘ opinion on the contribution of SPA center to themeasured respondents‘ opinion on the contribution of SPA center to thebooking.booking. Section 4Section 4 aims to find out the customers willingness to pay for an hour of SPAaims to find out the customers willingness to pay for an hour of SPAactivities by asking the respondents to choose a range of prices.  activities by asking the respondents to choose a range of prices.   Section 5Section 5 is anis an open question about what can they advise us in order to provide youopen question about what can they advise us in order to provide youwith the best SPA services.with the best SPA services.
  • METHODOLOGY. DATA COLLECTION.METHODOLOGY. DATA COLLECTION.USED MEASUREMENT SCALES.USED MEASUREMENT SCALES. Self Administered Survey ( Questionnaire left in the room to be filled in duringSelf Administered Survey ( Questionnaire left in the room to be filled in duringguest`s stay);guest`s stay); Executive Interview (Face-to-face discussion);Executive Interview (Face-to-face discussion); E-mail - Internet (Communication with recent stayers)E-mail - Internet (Communication with recent stayers) Itemized Rating Scale (Question 2)Itemized Rating Scale (Question 2) Traditional One-Stage Format (Question 1.2)Traditional One-Stage Format (Question 1.2) Linker Scale (Question 3)Linker Scale (Question 3) Purchase Intent Scale (Question 1.5)Purchase Intent Scale (Question 1.5)
  • APPLICATION OF STATISTICAL TOOLSAPPLICATION OF STATISTICAL TOOLS Descriptive statistics (Ex. Frequency of importance of having SPA in hotel byDescriptive statistics (Ex. Frequency of importance of having SPA in hotel bySegments and Frequency of Stay in the hotel)Segments and Frequency of Stay in the hotel) Independent Sample t test (Ex. Comparing statistical values by Gender of SPAIndependent Sample t test (Ex. Comparing statistical values by Gender of SPAnecessity, by Frequency of Stay, by Segments)necessity, by Frequency of Stay, by Segments) ANOVA (Ex. Comparing sample groups within the SPA variable)ANOVA (Ex. Comparing sample groups within the SPA variable) Regression (Ex. ToRegression (Ex. To find out the effect of SPA, Fitness and Swimming Poolfind out the effect of SPA, Fitness and Swimming Pool(dependent variables) on the level of contribution to the hotel booking(dependent variables) on the level of contribution to the hotel booking ((independentindependentvariablesvariables))))
  • DESCRIPTIVE ANALYSISDESCRIPTIVE ANALYSISThe business segment is thelargest (48%) guest groupsamong the 4 sample groups:Business, Leisure (32%), Business& Leisure (16%) and Other (4%). 99 surveys. 85% of respondents are SPA center99 surveys. 85% of respondents are SPA centerusers, 15% of non-users.users, 15% of non-users.
  • DESCRIPTIVE ANALYSISDESCRIPTIVE ANALYSIS55 % measured the importance for a hotel to have SPA center as VERY NECESSARY55 % measured the importance for a hotel to have SPA center as VERY NECESSARY
  • DESCRIPTIVE ANALYSISDESCRIPTIVE ANALYSIS
  • DESCRIPTIVE ANALYSISDESCRIPTIVE ANALYSISThe quests that stay inthe hotel more than 4times a yearmeasured the SPAnecessity higher thanother sample groups.The other groups findthe necessity at thesame importancelevel.
  • ANOVA test:SPA mean 3, 5Fitness mean 4,1SP mean 4,8SP is significantlyof higher importanceamong the 3 values
  • DESCRIPTIVE ANALYSISDESCRIPTIVE ANALYSIS
  • FREQUENCY ANALYSISFREQUENCY ANALYSIS The majority ofrespondents areready to pay 35 € for1 hour in SPA; 23% are willing topay 45€ Only 12% are readyto pay 70 € andmore
  • REGRESSION ANALYSISREGRESSION ANALYSISRegression equation:Regression equation:Contribution to Booking = -2,3E-15+0,714286 SPA+0,145856 SP+0,142856 FitnessContribution to Booking = -2,3E-15+0,714286 SPA+0,145856 SP+0,142856 Fitness•Multiple correlation coefficient R =1 shows a strong relationship between theMultiple correlation coefficient R =1 shows a strong relationship between theindependent variable and the three dependent onesindependent variable and the three dependent ones•Squaring R = 1 means that 10% of Contribution to Booking is accounted for throughSquaring R = 1 means that 10% of Contribution to Booking is accounted for throughthe effect of SPA, SP and Fitness.the effect of SPA, SP and Fitness.•P< 0 – the contribution of having additional amenities in the hotel is significantlyP< 0 – the contribution of having additional amenities in the hotel is significantlyimportantimportant
  • RESEARCH FINDINGSRESEARCH FINDINGS•85% of respondents claimed to have visited SPA in the last year period.•The likelihood to buy SPA services by potential customers achieves 83%.• 2/3 of respondents scored the additional amenities in the hotel Very Necessary.•Frequent guests are more likely to need these services. Although the first comers did not miss to indicate that a4 star hotel need additional services to provide, lack of which ones definitely lags the hotel competitiveness on themarket. Another interesting point was found when Male group ranked the SPA necessity much higher thanFemale. The SPA trend of increasing number of man SPA goers implicates to redefine the value proposition inorder to anticipate the ever-changing demand niches.•Among the preferred amenities respondents chose the availability of Swimming Pool. SPA and Gym was alsoranked as Important. This finding may incentive further researches to undertake to find out the factor thatinfluenced respondents’ choice. In the SPA amenity Massage and Sauna are more important than Aromatherapyand Manicure.•As price is a consequence of the value delivered the research is not able to define the price at this stage. It wasonly found the customers willingness to pay which is 35-45€ per hour.•Finally the impact of additional services availability on booking was defined. There is strong positive effect onbooking according to the regression analysis made. SPA amenity comes up to have the greatest influence oncontribution to booking.
  • THANK YOU FOR ATTENTION !THANK YOU FOR ATTENTION !