Marketing Plan of the Hotel & Spa Peñíscola Plaza Suites

Abstract

The Hotel&Spa Peñíscola Plaza Suites is a large hotel belonging to the ZTHoteles chain located in the coastal town of Peñíscola. This hotel offers a wide range of services for satisfying the needs of the different types of clients that can be accommodated all year round Due to the current health crisis caused by Covid-19, the hotel and tourism sector is one of the most affected. We are facing businesses closing as a result of the measures imposed by the government, severe capacity and opening hours limitations, alarming data on the risk of contagion, all of which have led to a huge drop both in demand and supply. I believe that a business restructuring is necessary to be able to compete properly. In addition, the country is on the verge of an economic recession also as a result of the global pandemic, creating a climate of uncertainty. Fortunately, the situation is changing and restrictions are being more flexible, hence bringing a return to a new normality. The following marketing plan aims to study the future of this large hotel, its adaption to new trends of all kinds, especially the rise of ICT, the Internet and useful marketing tools, as well as changes in consumer and legal regulations. Thus, it is expected to detect opportunities to exploit, threats to take into account and the strengths and weaknesses that the hotel currently has. After analysing the situation in which we find ourselves, the objectives that the company will try to achieve will be set, aimed at increasing profit, greater customer loyalty and an increase in new bookings. Based on these, the most appropriate marketing strategies will be established, those that the hotel is currently following and the new approaches. Finally, 13 marketing actions have been created. Various marketing tools will be used, as well as increasing the role of digital marketing, all in a way that is coherent with the company and its values. Finally, an organisational schedule, a budget and a control plan will be established to ensure that these actions are carried out optimally.