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BCIT Diploma (2012 LinkBC Case Competition)


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This is the presentation from the BCIT team at the 6th Annual LinkBC Case Competition. They were challenged with creating packages for a Coast Hotels & Resorts property drawn at random. The packages had to attract new visitors to the region during the off season.

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BCIT Diploma (2012 LinkBC Case Competition)

  1. 1. Coast Hotel & Convention Centre Langley City Chanelle Gale, Colleen Smith, Shivani Mukerji, Leslie Lessard British Columbia Institute of Technology
  2. 2. Agenda• Background & Problem Statement• Key Findings• SWOT• Competitive Analysis• Implementation Plan• Evaluation• Conclusion
  3. 3. Background• Convention Centre with 24 hour business facilities• One of the largest Casino’s in western Canada• Heart of Downtown Langley• Walking distance to shopping, entertainment & business sector• Close to American border
  4. 4. Problem StatementWhich packaging solutions should Coast Hotel & Convention Centre Langley City implement toincrease occupancy by 5% during the off season of October to March?
  5. 5. Langley Destination Profile• Primary Tourism Offerings: – Heritage and Culture Tourism: Fort Langley – Family oriented agri- tourism – Wine and Food – Sport Tourism• Secondary Tourism Offerings: – Regional meetings, clubs and associations
  6. 6. Key Findings• Domestic (BC)• Business Partnerships• Hotel Amenities
  7. 7. Strengths• 24 hour meeting facilities• Complementary parking• In house spa & theatre• Coast Rewards Program• Awards/Initiatives: – 4 star rating by Canada Select – CAA & AA Approved Lodging – Green Key Eco Rating Program
  8. 8. Weaknesses• Highly competitive industry• Location not convenient for leisure travels• Minimal social media presence for Langley location
  9. 9. Opportunities• Optimize ecotourism• Creating more of an online presence through social media to create more brand awareness and loyalty• Take advantage of off season activities• Golden Ears & Port Mann bridge allows for easy access• Domestic trips increase by 2% in 2010
  10. 10. Threats• Economic recession reducing disposable income levels• Canadian dollar• Rising cost of airfare• Visitor entries to Canada fell by 3.6%
  11. 11. Best Western Country Meadows• Aldergrove• Close to Tradex Centre• Complimentary Buffet Breakfast• Packages – Fun and Romantic Hotel – Sports Team Exclusives – Tradex Packages – 3 Night Winter Specials
  12. 12. Days Inn and Suites• Langley City Centre• Options – Breakfast, Gym, dogs, an d large vehicle parking• Packages – 20% off for 2 nights – 30% off for 3 nights – 15% off for last minute
  13. 13. Holiday Inn• Langley City Centre• 96 Guest Rooms• Deals for Seniors AAA Members, Advance Purchases• Included – Breakfast, Gym, Wifi, an d Parking
  14. 14. Stakeholders• Local businesses: Fort Langley restaurants, Tourism Langley, Dead Frog• Partners in our channels• Aboriginal community – culture tourism• Environmental interest groups• Shareholders of Coast Hotels• Citizens• Coast employees & management
  15. 15. Meeting & Convention Package• Theme: Convenient and affordable• Target Market: Regional Clubs and Associations• $129.99 Package Includes: – Minimum of 10 rooms per night – Meeting room + up to date audio visual equipment – Breakfast & Lunch – Coffee break – Early check in/Late check out – Wifi
  16. 16. Meeting & Convention PackageImplementation• Personal Selling• Current Clients• Direct Mail
  17. 17. Implementation Plan You are invited toRelive, Remember, Renew at BC’s best Coast
  18. 18. Relive• Theme: Poker Night• Target Market: Men in Baby Boomer generation• $299 Package Includes: – 1 night Accommodation – 6 pack of local Dead Frog beer – $100 Voucher to Cascade Casino – $50 Voucher to Pinnacle Grille – Optional add on: Featured Theatre Show
  19. 19. ReliveImplementation• Internet Marketing through social media• Advertise on online gaming websites• Advertising at local club and sport facilities• Residents rate (10% off for Langley Residents) ex. Capilano
  20. 20. Remember• Theme: Culture Tour in Fort Langley (Family Reunion)• Target Market: VFR Baby Boomers & Families• $159 Package Includes: – Local chocolates from Euphoria chocolates – Voucher to the Fort museum ($20, family rate) – $20 Voucher to Wendel’s Café Maps and brochures from Tourism Langley with trails in the area (free) – Free parking – Wifi
  21. 21. RememberImplementation• Market channels open up through our partnership businesses• Langley Times, Langley Advance• Internet Marketing through social media
  22. 22. Renew• Theme: Getaway – Renew your love• Target Market: Baby Boomer couples• $210 Package Includes: – Room – Welcome drink and appy in Glacier Bar and Lounge – Domaine de Chaberton wine (red or white) and Euphoria Chocolates from Fort Langley care package – Continental breakfast in bed – Late checkout – Free parking – Wifi
  23. 23. RenewImplementation• Cross selling with wine & chocolate retailers• Promote on Coast website• Internet Marketing through social media• Reach out to customer database
  24. 24. Instagram Contest#ReliveCoast #RememberCoast #RenewCoast
  25. 25. Budget
  26. 26. Evaluation• Measurability: – Click through rates – Phone inquiries – Retweets/followers – Facebook likes – Occupancy Rate• Guest survey• Customer Relationship Management
  27. 27. Conclusion
  28. 28. Questions & Comments Thank you
  29. 29. References• Tourism Langley: The Complete Story•••• /comfort_one_king•••• knowledge/TAMS/Canadian%20Travellers%20Culture%20and%20Entertainment/ta ms_report_Canadas_heritage.pdf••