TABLE OF CONTENTS

Mission Statement 2
Situation Analysis 3
Travel Agencies 3
Corporate 4
Conference / Meetings 4
Local Residents 5
Government 5
Market Analysis 6
Swot Analysis 7-8
Competition 9
Calendar of Events 10-11
Annual Market Segmentation 12
2008 Promo Packages 13
Package Breakdown 14-18
Tie-Up’s with Different Airlines 19-21
Sales & Marketing Budget for 2008 22

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Marketing Plan 2008
Hotel Fleuris, Palawan
By:
Alona Flores-Sales Manager
Ailleen N. Gudaca-General Manager

MISSION STATEMENT

To be the leading hotel in the City of Puerto Princesa with its commitment to quality, reliability
and customer satisfaction.

To meet the expectations of our guests from different market segments thereby ensuring
maximum returns to the owners.

Executive Summary

Hotel Fleuris, is a charming standard class hotel located in the heart of the city of Puerto
Princesa, Palawan. The city is well known as the Cleanest and Greenest City in the Philippines
and now dubbed as City in the Forest, and the hotel is one of the awardees of the cleanest and
greenest hotel. The hotel itself is a cozy and homey work of art. Each SUITE and DELUXE
guest rooms are equipped with air conditioning, cable TV, hot and cold shower, bath tubs in
suites, IDD/NDD telephone lines and a mini bar. The hotel also has a Japanese restaurant,
coffee shop and a piano bar where you can indulge yourself with delectable food plus a function
room which is an ideal venue for seminars, conferences and banquets equipped with audio
visual facilities and a wireless internet connection. In addition to that, the hotel boasts its highly
trained, friendly and hospitable staff, where guests truly find a home away from home.

Hotel Fleuris has competitive advantages that will ensure profitability. The first is its attention is
focus on personalized service. The hotel recognizes that the most important job is to pamper
the guests, allowing them to have an excellent stay. The other sustainable competitive
advantages are the facilities, location, reputation and the quality food and service it offers.

Hotel Fleuris will continue turn leads into customers through attention to giving personalized
service and through sales call and use of a comprehensive website, media mileage with all
details of the Hotel Fleuris’ experience listed therein.

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Situation Analysis

Hotel Fleuris is a business which gives service worth not just at check-in-check out but the total quality
costumer service. Marketing is critical to its success and future profitability. The hotel offers a serene
setting in the heart of the city and just a few minutes away from the airport. The basic market need is a
guaranteed satisfaction of service in the area. The physical structure of the hotel has been engineered
to please the most selective travelers. Upholding these qualities and values will give a continuous and
increasing surge of guest.

Market Summary

Hotel Fleuris possesses good information about the market and knows a great deal about the common
characteristic of the most valued and loyal customers. Hotel Fleuris will manage this information to
better understand who is served, their specific needs, and how the hotel can be of better service them.

Target Markets

TRAVEL AGENCIES:

Market Situation:

There are several travel agencies in Puerto Princesa City; few of them now have direct contacts to
different organizations which conducts Lakbay Aral, Educational Tours and Conventions as well. Also,
they have tie-ups or the official partner of a Travel Agency in Manila and both would work out on group
for their accommodation and tours to Puerto Princesa City. It is important to build a good rapport with
all the local travel agencies for them to give the same in return. Tours should be equally divided.
Marketing should always have strong connections with the travel agencies for they are the ones who
give bulk groups to the hotel.

Action Plans:

 Membership in the major travel associations for a wider market exposure

 Visibility in trade shows and travel mart to heighten market exposure and provide opportunity
to negotiate with tour operators
 Host familiarization tours to identified markets
 Negotiate with travel agents on a competitive GIT package for transiting groups on selected
market.
 Establish good rapport with major wholesaler decision-makers.
 Visit local travel agencies
 Visit TA’s in Manila
 Fax and Mail blitz to all travel agents.
 Provide special token of appreciation to the producing Travel Agents as Christmas Giveaways.

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CORPORATE:

Market Situation

The numbers of our corporate accounts are increasing; they are the one who are sustaining the hotel
during lean season. Some of them have function arrangements every time they come to Puerto
Princesa; which is one of the highest revenue sources of the hotel.

Action Plan:

 Develop the corporate business in Puerto Princesa by offering reasonable rates to corporate
guests and upgrade rooms for their traveling executives.
 Creation of Hotel credit/lines to be issued to selected persons who as a good credit standing.
This is to augment our local patronage and support our sales thrust for this approach
 Intensively promote Corporate Rewards and its quarterly activities to draw more members to
increase their bookings
 Visit local corporate accounts
 Visit quality and prospective accounts in Manila
 Create a data bank
 Maintain a market master
 Give Privilege Card on selected Corporate Account
 Provide special token of appreciation to the Corporate Account as Christmas Giveaways.

CONFERENCE / MEETINGS:

Market Situation:

Hotel Fleuris got numerous small functions / scientific meetings of pharmaceutical, local organizations,
non-government organizations for 2007. As always, they are satisfied with the service we provide and
the food we serve. An Advantage that we have renovated our function room and now can
accommodate a maximum of 150 persons theater style which is a great help as tool to increase clients
within that capacity.

Action Plan:

 Create an all inclusive package that won’t burn the pocket

 Use different associations – hotel should be a member in order to top potential clients that will
help clinch a contract.
 Secure the calendar of events of various congress, organizers, and associations.
 Exercise rate flexibility in volume business
 Establish a strong relationship with the other hotels for spill-over bookings specifically, Legend
(Convention Bureau) and Asturias Hotel.
 Maintain market masters
 Maintain harmonious relationship with pharmaceutical companies who conducts scientific

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 meetings
 Maintain the good impression we have created over the years like the very well presentation
and delectable taste of the food we serve.
 Come up with a new and wider selection of menu for the banquet.

LOCAL RESIDENTS:

Market situation:

With the present economic situation, very few have the capacity to indulge in fine dining restaurants
like what we have in Hotel Fleuris. A special discount on food and beverage every week with a mini
show (acoustic night at we be sushi) will help us reach the locals, class A and B, for them to get the
impression that after savoring their succulent meal, it is also a good place to relax and chill out. In
addition, a monthly event will be a good promotion for the locals to have something to look forward to.
It is nice if we could set in their minds that Hotel Fleuris is one of the “Gimik” places in town. Maintain
connections with the universities and colleges that have Japanese subjects or fine dining courses.
Menu from the food outlets should always have a new or additional selection of choices. We should
have a package promo on accommodation for locals depending on the season for them to be aware
and experience the service that we are offering, and suggest it to their visitors and guests.

Action Plan:

 Extend 10% discount on our F&B items to the clients who always dine in our outlets
 Make a personalized invitations for different activities that will be held in the hotel
 Provide personalized thank you note every time we have an event
 Pay attention to repeat guests particularly on their personal preferences
 Keep a data bank
o Names, addresses, birthdays, contact numbers
 Low season rates
 Special discounted set menu for WEBE during lunchtime
 Set a monthly activity with special discounted menu
 Train and develop the Food Attendants in basic Japanese Language
 Promote the gourmet coffee / tea and the freshly baked pastries offered at the Coffee Shop
 Have intensive promotion on Sushi Bar
 Research on the authentic Japanese cuisine for improvement and submission is every week

GOVERNMENT:

Market Situation:

We do not have enough market shares when it comes to government accounts because of the
processing of their payments and the increasing amount of our receivables. However, we still need to
continue support and give service to them for us to exist, mention and actively participate in city
government’s projects and promotions local and international as well as to get an easy approval on
different permits that we need for the business. It is a mutual benefit.

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Action Plan:

 Support DOT projects

 Establish rapport with key officials and decision makers specially with BIR people
 Maintain the rapport with local tourism office staff/officers, as well as DOT Officers like the
Secretary and the Under Secretaries.
 Support the projects of the city and the provincial government especially in promoting the
tourism
 Communicate regularly and send flyers to DOT foreign offices and commercial attaches.

Market Analysis

As a whole, the largest number of clients for 2008 is travel agent followed by corporate, one
of the reasons is because of the low fare promos of airlines and shipping lines and acquiring
new corporate group accounts.

When it comes to potential business partners, travel agencies most especially, it is

important to build a good rapport with them both local and international, since the hotel does
not have its own tour agency; tours should be equally divided to local agents for them to do
the same in return. Tie-ups with airlines and shipping lines should be maintained especially
that the city of Puerto Princesa is now Highly Urbanized.

A flexible rate for corporate guests is very significant, as more companies choose an
accommodation which has the best beneficial rates for them. If we have a friendly rate they
would surely consider our hotel, furthermore we will get function arrangement from them.

During the year 2007, we have proven that, we were able to established new contacts from
the US NAVY, US EMBASSY and other corporate groups. Because of our flexible rates and
contracts, we were able to get continuous long staying booking from them and a great result
on what we call walking advertisers. Clients on functions also add for the reason that our
function room was renovated and now connected to the coffee shop which can
accommodate a greater number of persons already.

Keys to Success
The key to success will be based on customer attention. The facilities and location of Hotel
Fleuris already caters to the needs of the guests and the quality of service is far nicer than
anything around. The key is then to treat the customer properly so they are amazed at the
level of attention that they receive. Hotel Fleuris should ensure generating repeat business
and increase the length of stay per customer. The increasing progress of Hotel Fleuris

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would depend largely on how well the management and staff plays on streamlining costs,
and strongly focus and take advantage of all market opportunities.

Market Needs

Hotel Fleuris provides its customers with a beautiful, relaxing, comfy and homey accommodation. The
hotel seeks to fulfill the following benefits that are important to their customers:

Selection: Hotel Fleuris has two kinds of rooms, each are equipped with the basic amenities needed
by the costumer. A swimming pool for them to enjoy and a function room for seminars and
conferences. It has three food outlets which are the WE BE SUSHI Restaurant, Coffee Shop and the
Piano Bar

Accessibility: The hotel is located within 5 minutes away from city airport, providing accessibility for
guests ; market, banks, shopping centers and offices are just a few minutes away by walking and by
tricycle.

Customer Service: The customers will be impressed with the level of attention that they receive.

Competitive Pricing: All rooms will be competitively priced relative to similar standard class hotels.

Market Trends

The market trend for Puerto Princesa City hotels is an increase in occupancy seen on a yearly local
tourism report scale. For years, Hotel Fleuris existed as one of the best accommodation customers
could use. Hotel Fleuris has seen an increase in occupancy, from out of the country or region
travelers, as well as and more importantly, local people that are looking for a place to escape from
their homes. Although we still need to have an aggressive promotion on locals.

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SWOT ANALYSIS

The following SWOT analysis captures the key strength and weaknesses within the company and
describe the opportunities and threats facing Hotel Fleuris.

1. Strengths
• Great location.
• With first basic need amenities inside the room
• With two Food and Beverage outlets and Piano Lounge with excellent food
• Focus its attention on giving personalized service
• Rooms are clean and has a quality sheets and linens
• With wireless connection at the function room and coffee shop
• Sufficient Parking Area (for the meantime)
• Architectural and interiors has a comfy and homey atmosphere
• Owners and staff who are passionate about their work.
• Awarded yearly as one of the Cleanest and Greenest Hotel in Puerto Princesa.
• Has tie-ups with PAL, Air Philippines, travel agencies and International corporate groups,
• Endorsed by the US EMBASSY; which means passing their standards and requirements.
• With Website where guests can book on line.

2. Weaknesses

• Capacity limitation in function room and guestrooms which means limited amount of sales.
• No wireless connection inside the guestrooms which most of the standard class hotel has, and
that is very substantial for customer.
• The struggle with taking care of everything with low labor overhead.
•

3. Opportunities
• Growing market with a significant percentage still not aware of Hotel Fleuris.
• Increase in sales from joining travel marts and tour expos and aggressive follow-up on function
booking for groups that function room can accommodate.
• Continuous coming of investors in the City furthermore identified now as Highly Urbanized.
• The ability to become more efficient and more personalized to guests due to capacity
limitation.
• Maintaining tie-ups with Airlines and Shipping lines especially now that the government is
opening gates to Puerto Princesa from different location and making the airport to be
international.
• Expansion of the hotel in Boracay could add more clients, contacts and shared markets.

4 .Threats

• Competition from new hotels, inns, resorts entrants for this year 2008.
• Legend Hotel already increased their number of rooms and now building an academy for Hotel

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 and Restaurant.
• Legend has its own tour agency, dormitory/family/pension and inn type rooms, making them as
one stop shop.
• Legend joined the Palakbayan Program with rates lower than ours.
• Asturias improved/renovated their coffee shop and introduces new lines of coffee concoctions.
• Security (Terrorism threat in Palawan and in the Philippines as well)
• A fall in the economy, decreasing people's discretionary income.

COMPETITION

Hotels/Motels/Inns/Pension Houses

Typically, other accommodation sectors have a set of unique features, something that makes
them stand out. Some will create uniqueness down to the level of different rooms. The guests of
hotels generally use the hotel as a place to stay at night. The operator will usually see the guest
when they check in and when they check out. This differs from ours where the guests are
encouraged to spend time to visit places and socialize with the staffs and other guests. For
them to experience what we call personalized service, pampering them in any way possible.

TWO MAJOR COMPETITORS IN THE AREA

1. LEGEND HOTEL
• Has the biggest convention hall in the Palawan and added more or less 60 rooms
and now building an academy for Hotel and Restaurant Management Course
solely.
• Target Markets are Big Groups from the sector of the Government and Private
• Most of their rooms are upgraded already
• Can monopolize a group almost thrice the number than we can
• Has regular trainings and seminars for their key players in the company
• With one food outlet but now developing a mini coffee shop on their second floor

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 • Can accommodate different types of guests depending on their room
requirements
• Give up to more than 50% discount on room rates and always give FOC’s just to
get the clients specially travel agents.

2. ASTURIAS HOTEL
• Has a ballroom with a capacity of 300 guests
• Has Scenario Bar with Live Bands from Manila
• Has recreational Facilities
• Changes management frequently especially on the front desk and sales
• Quality of food and service gets negative feedback from clients and travel agents
• Uses vincard key system but no mini bar in most of their rooms

CALENDAR OF EVENTS / FESTIVALS FOR 2008

Month HFP Activity / Event

City / Province Event
January  Monthly Event ( year opening
show)
 Sales Call every week
 Promote the Valentine Promo and
We Be’s 7th Anniversary

February  Pre-Valentine Celebration – Feb.  Love Affair with Nature –

12 or 13 City Gov’t
 We Be’s 7th Anniversary
 Participate to Travel Tour Expo
February 15-17, 2008 at Mall of
Asia
 Sales Call to Baguio February 19
 Attend 2nd International Travel,
Tours, Leisure & Lifestyle
Exhibition in Davao on February
22-24, 2008
March  Graduation Dinner Promo  Balayong Festival
 Sales Call every week (Foundation Day of PPS) –
 Luau at the Poolside with Reggae City Gov’t

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 Music and Japanese Buffet or
Mongolian.
 Attend 4th International Visayas-
Mindanao Travel, Tours, Leisure &
Lifestyle Exposition and
Conference in SM Cebu City Trade
Hall on March 6-8, 2008
 Sales call to Cebu Travel Agents
April  Cool Summer Treats  Pista y ang Baybay
o Summer Menu  Holy Week Celebration
 Promote the Fleuris de Mayo and
its Mechanics, invite the
contestants ( 2 categories now)
 “Chill” (monthly event) special
menu and special rates will be
given to in-house and locals
 Weekly Sales Call
May  Fleuris de Mayo  Karagatan Festival
o Flower arrangement  Flores de Mayo w/ the
contest Catholic Church
o Kids in flower costume/Litlle  Start of the Baragatan ’08 –
Ms. Fleuris (optional) Prov’l Govt.
o Buffet
 Special Baragatan rate
 Weekly Sales Call
June  Baragatan 2008  Baragatan Festival
 Monthly event (environmental  Pista y ang Kagueban
show)
 Weekly Sales call
July  Sales Blitz – Manila Office
 Sales Call to Local Travel Agents
and Corporate Account, if possible
with a box of pastries
 Monthly Event
Prepare materials for PTM
August  Come up with the theme for HFP’s  Cuyuno Festival
9th anniversary
 Weekly Sales Call
 Monthly event (cultural)
 Promote the said event
 Prepare materials for PTM
September  19th Philippine Travel Mart on
September 12-14, 2008 at SM
Megamall
 HFP’s 9th anniversary celebration
( a thanksgiving and benefit show)
 Employee’s Party
October  Promote the Halloween Party  Pabilugon Anniversary and

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  Halloween Costume Party Indigenous Month
October 19 Celebration
 Formulate the 2009 package rates
 Weekly Sales Call
November  Distribute the 2009 Corporate and
Contracted Rates through Sales
Call
 List of recipients of the Christmas
Giveaways
 2009 Marketing Plan
 Budgeting for 2009
 Monthly Event
 Promote Christmas Party
Packages
December  Distribute the Christmas  City Fiesta – 12/8
Giveaways to the recipients  Paskuhan sa Kapitolyo
 Employees Christmas Party
 Christmas cocktails for in-house
 Christmas Event

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