Marketing plan of Luz Hotel

Abstract

Luz Hotel hotel chain belonging to Civis Hotels offers a wide availability of accommodation, well equipped with comfort and services of the most advanced hotels. Currently, economic fluctuations, the succession of financial scandals, economic crisis, technological progress and economic globalization have led to a distrust of consumers and a noticeable change in consumer habits of the Spanish people, causing changes to the concerns and needs of people, particularly their health, their personal image and rest. In order that the hotel suits the current market in a changing environment, this marketing plan aims to shape proposals and recommendations for the hotel through the offer of new services, expanding existing services, discounts and promotions, always adapted to the needs of customers. This plan has made an analysis of the internal and external environment, analysing the resources of the company, its competitors, its customers and the situation at hand in the hospitality sector. After this analysis, we have set a number of goals such as increasing visits on site and the interaction with the customer. Finally, after the analysis and setting of objectives action plans have been developed for performance improvement and growth of the hotel. The implementation of these plans will be accompanied by a budget and timing for the actions. Furthermore, in this marketing plan, some control guidelines have been shown for the objectives that have been proposed.