BCIT Diploma (2012 LinkBC Case Competition)
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Transcript of BCIT Diploma (2012 LinkBC Case Competition)
Coast Hotel & Convention Centre Langley CityChanelle Gale, Colleen Smith,
Shivani Mukerji, Leslie Lessard British Columbia Institute of
Technology
Agenda
• Background & Problem Statement
• Key Findings
• SWOT
• Competitive Analysis
• Implementation Plan
• Evaluation
• Conclusion
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
Problem Statement
Which packaging solutions should Coast Hotel & Convention Centre Langley City implement to
increase occupancy by 5% during the off season of October to March?
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
Key Findings
• Domestic (BC)• Business Partnerships• Hotel Amenities
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
Weaknesses
• Highly competitive industry • Location not convenient for leisure travels• Minimal social media presence for Langley
location
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
Threats
• Economic recession reducing disposable income levels
• Canadian dollar• Rising cost of airfare• Visitor entries to Canada fell by 3.6%
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
Days Inn and Suites
• Langley City Centre• Options
– Breakfast, Gym, dogs, and large vehicle parking
• Packages– 20% off for 2 nights– 30% off for 3 nights– 15% off for last minute
Holiday Inn
• Langley City Centre• 96 Guest Rooms• Deals for Seniors AAA
Members, Advance Purchases
• Included– Breakfast, Gym, Wifi,
and Parking
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
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
Meeting & Convention Package
Implementation• Personal Selling• Current Clients• Direct Mail
Implementation Plan
You are invited to Relive, Remember, Renew
at BC’s best Coast
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
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
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
RememberImplementation• Market channels open up through our partnership
businesses• Langley Times, Langley Advance• Internet Marketing through social media
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
Renew Implementation• Cross selling with wine & chocolate retailers• Promote on Coast website• Internet Marketing through social media• Reach out to customer database
Instagram Contest
#ReliveCoast #RememberCoast #RenewCoast
Budget
Evaluation
• Measurability: – Click through rates – Phone inquiries– Retweets/followers– Facebook likes– Occupancy Rate
• Guest survey• Customer Relationship Management
Conclusion
Questions & Comments
Thank you
References
• Tourism Langley: The Complete Story • http://advertising.sunprovince.com/downloads/pngrates_display.pdf• http://www.mackcollier.com/cost-of-social-media-in-2012/• http://www.wendelsonline.com/• http://www.coasthotels.com/hotels/canada/bc/langley/coast_langley/guestrooms
/comfort_one_king• http://www.euphoriachocolate.com/Qstore/Qstore.cgi• http://www.cascadescasino.ca/glacier_bar.html• http://www.pc.gc.ca/lhn-nhs/bc/langley/visit/tarifs_fees_e.asp?park=78• http://en-corporate.canada.travel/sites/default/files/pdf/Research/Product-knowl
edge/TAMS/Canadian%20Travellers%20Culture%20and%20Entertainment/tams_report_Canadas_heritage.pdf
• http://www.atme.org/pubs/archives/77_253_1108.cfm• http://www.bcstats.gov.bc.ca/StatisticsBySubject/BusinessIndustry/Tourism.aspx