The marketing plan evaluates 2018 activities, analyzes the tourist environment, and outlines the 2019 strategy. It identifies opportunities in cultural experiences and MICE tourism in Da Lat. The plan aims to expand new markets through differentiated leisure services, PR, and digital investment. Key tactics include promotional programs and packages to increase occupancy and additional service usage, especially in the low season. The plan positions the Palace as a luxury heritage property and Du Parc as a high quality facility to attract different customer segments.

1. MARKETING PLAN 2019
HERITAGE HOTEL PALACE
DU PARC HOTEL
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2. AGENDA
1. AN EVALUATION OF MARKETING ACTIVITIES 2018
2. AN ANALYSIS OF TOURIST BUSINESS ENVIRONMENT
3. MARKETING STRATE
4. APPENDIX
2

3. AN EVALUATIONOF MARKETING ACTIVITIES2018
01
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4. OVERVIEWOFMARKETINGACTIVITIES2018
 Follow the activities of sales and
F&B departments to optimize the
promotion programs
 Diverse both offline and digital
marketing platforms
 Innovate and ensure uniformity
of marketing designs according
to brand identity of each hotel
system
 Improve the working process among
Sales, F&B and Marketing departments
to plan, build content, measure
effectiveness of promotions
 Need to produce new videos and
images for marketing materials
 Invest budget on digital channels
 POSM is currently printing by color
printer -> Outsource printing of POSM to
ensure quality
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5. An analysis of tourist business environment
02
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6. Distribution channels of luxury hotels in Vietnam
In 2017, the most popular booking type at
high-end hotels is through tour operators,
followed by OTA channels.
This trend is similar between both 4 and 5-
star hotels.
In 2019, Da Lat hotel system will promote
the development of MICE tourism, through
establishing partnerships with stakeholders.
2.1 external business environment analysis
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7. Since 2017, the growth rate of foreign
visitors has surpassed the growth rate of
domestic visitors, approximately 4 times.
These potential visitors need to be
exploited in the future.
Current customers in the leisure market
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2.1 external business environment analysis

8. FACTORS REAL SITUATIONS MAIN EFFECTS
POLITIC
- Visa exemption policy for foreign tourists (North Asia, Russia, and
Europe ...)
- Focus on the foreign tourist majority in Vietnam
ECONO
MY
- Competition increased in 4-star and 5-star hotel tourism sector
instead of cheap hotel systems.
- Lowest index ranking Vietnam 2017: environmental sustainability,
visa policy, infrastructure.
- Increasing market share of high-class hotels, need to
increase the market share of Dalat Palace and Du
Parc compared to other hotels in the region.
- Establish CSR partnerships with organizations and
communities in Dalat and with Miss Universe Vietnam
SOCIETY
- Foreign tourists to Da Lat increase the most dramatically thanks
to 2 main trends: visitors like cultural experiences and relaxation.
- Building partnerships with stakeholders to reposition
the hotel image in Dalat
TECHN
OLOGY
- Only some 5-star hotel chains develop their own app for
members, personalize the customer experience
- Increasing promotion through OTAs
- According to distribution channel trend, it is
necessary to focus on digital marketing
2.2 OTHER MACROSCOPIC FACTORS
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9. An Bình
MandaraBelresort
Adensee
Palace
DL Wonder
Ngọc Lan
Duparc
Highprice
Medium-
high quality
Highprice
High
quality
Medium-
highprice
2.3 THE IDENTIFICATIONOF HOTEL BRAND COMPETITION
The main competition is about different
high quality services. Rating results of 5 star
hotels does not depend on price. Dalat
Palace's strength is because of beautiful
location and architecture from historical to
design thicknesses, compared to other
hotels and resorts.
Source: TripAdvisor, Booking
5 star hotel Booking Tripadvisor
Dalat Palace 8.2 4.0
Swiss-
Belresort
8.4 4.5
Adensee 8.6 4.5
Ana Mandara 8.6 4.5
Bình An Resort 8.8 4.5
4 star hotel Booking Tripadvisor
Du Parc 7.8 3.5
TTC Ngọc Lan 8.0 4.0
Saigon Dalat 8.1 N/A
Terrasse Villa 8.2 N/A
DL Wonder 8.8 N/A
Pricing strategies are applied by 4-star
hotels with many discount offers. The
location near the center, the number of
large rooms compared to the group of
customers is a big strength of Du Parc
compared to other hotels in the region.
RATING
9
POSITIONING MAP

10. The comparison of website traffics
Source: TripAdvisor, Booking, SimilarWeb
 Dalat Palace and 4 other 5-star hotels are
competing directly with each other (same
location, same customer segment, and providing
similar resort services at the same price).
 The amount of traffic of Dalat Palace compared
to the other 4 hotels is quite low, only throug the
main channels: directly accessing the website;
advertising link; search with keyword KS. In
addition, the tools Social Media and email have
not brought good results.
 The main traffic source of Dalat Palace website:
through other introduction sites Dalat Palace has
placed advertising links to backlinks to the
website.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Direct Refferals Search Social Mail
Dalat Palace Heritage Binh An Village Ana Mandara
Dalat Edensee Tuyen Lam Hotel
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11. HOTEL
% TRAFFIC
FROM
SEARCH
PAID
KEYWORDS
ORGANIC
KEYWORDS
TOP 5 ORGANIC KEYWORDS
Dalat
Palace
44.94% 0% 100%
- Top 1: Dalat palace luxury - 52.89%
- Top 2: Dalat palace city hotel - 47.11%
- Top 3: Da lat palace
- Top 4: Khách sạn palace da lat
- Top 5: dalat palace
Dalat Du
Parc
27.58% 0% 100%
- Top 1: du parc hotel dalat - 62.10%
- Top 2: where to stay dalat - 37.90%
- Top 3: Dalat du parc
100% of keywords searched for Palace and Du
Parc are from free sources, at which:
Hotel Palace: Customers from the target group /
were introduced / used the service at Palace
(Not new customers) - The hotel was positioned
for high-end customers
Du Parc: Most customers come from the target
group who know about Du Parc service (62.1%).
In addition, Du Parc was promoted through
some Pr articles on Travel magazines (37.9%).
Search Engine Optimization
Source: SimilarWeb
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12. 01
CORE SERVICE
4-5* hotel
room
standards
02
ACTUAL SERVICE
The luxury
additional
services
03
AUGMENT SERVICE
The
according
historical and
cultural
highlights
Brand Recognition
• Synchronize corporation identify
program and adverting images on
media
• Combined service packages based
on customer demand and price (Sale
/ Pr combination) -> create service
difference
Brand Awareness
• Promote the image of Dalat through
CSR activities on historical culture
• Combine cultural values to
collaborate to organize relevant
conferences / seminars  expand
MICE visitors
The levels of services in Palace & Du Parc
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13. Strengths Weaknesses
Opportunities Threats
S1 Large business
scale, higher number
of service rooms
S2 The luxurious, classic
properties bring many
values of cultural
history
S3 Additional services
during vacation at the
hotel (Golf, Club, Spa)
W1 Invest less for
digital advertising,
difficult to attract
current customers from
online source
W2 Human resources:
have not coordinated
regularly
O1 Tourism grew
strongly in Da Lat,
O2 Cultural
experience trend
increases in tourism
activities in Dalat
O3 MICE increases in
Vietnam
T1 High competition in
the region, especially
in digital technology
development in the
service industry
T2 Diversify and
compete premium
experiences for
customers at 4 and 5
star hotels
2.4 SWOT analysis
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14. S-O STRATEGY: EXPANDING NEW MARKETS
2.5 business strategy from swot matrix
ESTABLISH CUSTOMER DATA UTILIZE TECHNOLOGY INTO
CUSTOMER SERVICE
Depend on the types and frequency of service
usage. Identify psychological high-income
customers changes (on vacation experience,
service needs) to supplement or improve
services. Develop the program "Dear customers"
for these customers
Maintain revenue from loyalty plans and turn
them into KS referrals (WOM)
Update or take the lead in technology
trends in customer services (booking,
feedback from customers, providing
information via email marketing)
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15. W-T STRATEGY: REDUCE RISK OF EXTERNAL COMPETITION
2 new markets need to
focus: (1) - Customers
search for hotels from
online sources and (2) -
MICE customers.
Combine the services of Dalat
Palace in a full vacation
package for customers (i.e
apply more deals for loyal
customers / Du Parc,
Convention tour and prominent
Palace service)
Marketing activities will be more
effective when Sale - Marketing
- F&B departments coordinate
on a daily basis to update KPIs
of applied Marketing / event
tools, adjusted for next
campaigns if necessary.
DEVELOP
NEW CUSTOMER
DIFFERENTIATION
IN LEISURE SERVICES
PR AND COMMUNICATION
INVESTMENT
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16. 2.6Phânkhúckháchhàng mục tiêu
Positioning customer needs according to
two main levels:
- Luxury (Palace, Le Rabelais)
- Facilities (Du Parc, Le Bistro)
Besides, additional services such as Spa,
club (Palace, Du Parc); The conference
area (Dalat Convention) and Golf are
attractive to be combined in the promotion
package for MICE customers
Besides, Chinese customers play the key role
in this leisure market in Vietnam
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2018 2019

17. MARKETING strategy 2019
03
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18. FINANCIAL GOAL MARKET EXPANSION GOAL
 Maximize room capacity, apply sales
promotion program in lower season to
increase revenue
 Balance budget for Marketing activities, in
which:
 Invest more for Digital platforms than OOH
advertising
 Strengthen advertising in lower season,
diversify service package in the peak
months
 Target customers: New customers to search
for hotels from online sources and MICE
customers, retain loyal customers
 Service objectives: Design the combo service
with the linkage, run promotion programs to
attract more customers in lower season
 Branding: In the long term, develop Palace
image to preserve historical and cultural
values.
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3.1Marketinggoals2019

19. Production Event
Digital
Marketing
SPONS
ORSHIP
& PR
A B
C D
4 STAR HOTEL
- Duparc
- Le Bistro
5 STAR HOTEL
- Palace
- Le Rabelais
- Golf
- Convention
- Karaoke Club
- Spa
3.2 Marketing TOOLS
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20. 20
JAN FEB MAR APR MAY JUL AUG SEPJUN
LOWER SEASON PEAK SEASONPEAK SEASON
OCT NOV DEC
• Focusing on promotion programs
for businesses (year-end, new
year parties), promotion through
OTA, inventional F&B policies for
guests staying longer , outbound
guests
• The PR articles to introduce
outlets with promotion
• Promotes digital advertising
programs
• POSM
• Deploy bedroom discount program
to maximize room capacity, aiming
at international tourists and groups
in the summer
• Promoting OTA and F&B promotions
to increase the number of customers
using the service, especially during
the holidays in Vietnam: (30 / 04-01 /
05, 01/06, 2/9)
• Peak wedding season: apply the
program of wedding package,
wedding party offers
• The PR articles to introduce outlets
with promotion
• Promotes digital advertising
programs
• POSM
• Deploy sales promotion
programs for businesses,
winter programs, events -
year-end conferences for
guests, outbound guests
• Promote F&B promotion to
increase the capacity of
using additional services,
especially in holidays:
October 20, Christmas,
New Year
• The PR articles to introduce
outlets with promotion
• Promotes digital advertising
programs
• POSM
3.3 MARKETING & COMMUNICATION PLAN

21. APPENDIX: HOW TO APPROACH CHINESETOURISTS
THROUGH THE DIGITAL PLATFORMS
04
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Please see this link: https://bitly.vn/2-tg

22. Thank You!
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