Republic of the Philippines

     CAVITE STATE UNIVERSITY
       SHIV, Molino VI, City of Bacoor
         Bacoor City Campus

Submitted to the Faculty of the

Department of Management Studies
Hospitality Management Cluster
Cavite State University
Bacoor City Campus

In partial fulfillment of the requirements for 

Tourism and Hospitality Marketing

DATARIO, JESSA J.
DIGO, JAN E.
PADULLANO, PSYCHE LOUISE Y.
PALIMA, NICOLE M.
VICENTE, LOVELY JOY M.
2022

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 TABLE OF CONTENTS

PAGES

ABOUT VILLA DE LA LUNA HOTE………………………………………………………. 4

OBJECTIVES………………………………………………………………………………… 4

SITUATIONAL ANALYSIS………………………………………………………………….. 5

THE COMPANY…………………………………………………………………………….. 5

MISSION…………………………………………………………………………………….. 5

SERVICE OFFERING………………………………………………………………………. 5

SWOT ANALYSIS…………………………………………………………………………… 6

HISTORICAL RESULT…………………………………………………………………….. 7

COMPETITORS…………………………………………………………………………….. 8

FUNCTIONALITY……………………………………………………………………………. 8

PRODUCT AND SERVICES……………………………………………………………….. 8-10

NEW LOGO AND NAME ……………………………………………...…………………….. 10

PLACE…………………………………………………………………………………………. 11

LOCATION……………………………………………………………………………… 11

PROMOTION…………………………………………………………………………………. 12

PROMOTION STRATEGY………………………………………………………………….. 12

ADVERTISING……………………………………………………………………………….. 13

PERSONAL SELLING AND SALE SERVICES…………………………………………… 13

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SALE PROMOTION…………………………………………………………………………. 14

PRICE…………………………………………………………………………………………. 14

PRCE STRATEGIES………………………………………………………………………….. 15

LINEAR PRICING STRATEGY……………………………………………………………….. 15

NON-LINEAR PRICONG STRATEGY………………………………………………………. 15

SEACONAL OFFERING……………………………………………………………………. 16

SERVICES…………………………………………………………………………………….. 16

REBRANDING ANG RECOSTRUCTION………………………………………………….. 17

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ABOUT VILLA DE LA LUNA HOTEL

The Cecil Hotel is fortunate to be experiencing a huge surge in hotel renovation and

exciting new products and services for the first time in decades. The once feared and great

depression hotel will be renamed the Villa De La Luna Hotel.

The Villa De La Luna Hotel, with its distinct sense of history and place, is dedicated to

establishing long-term relationships with our guests and members by offering highly

personalized service and gracious hospitality in an informally elegant atmosphere. Our

workforce is our most valuable asset and the key to our success. We think that only by

combining local community with excellent security can a hotel achieve really world-class

reputation.

We believe that everyone deserves to have a feeling of dignity, pride, and safety in their work.

Villa De La Luna Hotel will provide security from the inside out. To guarantee the safety of the

guests.

The primary mission of Villa De La Luna Hotel is to replace the superficiality of the old Hotel.

With tight security both inside and outside the hotel. To ensure a positive visitor experience on

all levels, Villa De La Luna Hotel must take a proactive and intentional approach to align

resources and further collaboration with community partners such as Los Angeles Downtown,

Los Angeles Area Chamber of Commerce, and Los Angeles International Airport to prompt,

manage, and amplify visitors' endorsements and the destination.

OBJECTIVES

 To Have more visitors and guests to stay and visit, the hotel is trying to gain the trust of

the visitors by attracting them back to come, visit and stay at the hotel.

 To Promote the new and improve quality of the hotel

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  Maximize security for the guaranteed safety of the guest

SITUATIONAL ANALYSIS

Hotelier William Banks Hanner developed the Cecil Hotel in 1924. It was planned to be a

hotspot for worldwide corporate leaders and social elites. The 700-room Beaux Arts-style hotel,

which includes a marble lobby, stained-glass windows, palm trees, and an extravagant

staircase, cost Hanner $1 million.

The hotel in order to make profit, rebranding and Reconstruction is the solution that had been

decided. The controversial Hotel Cecil will be rebranded as Valle De La Luna which will also be

under reconstruction. This is to protect the negative history of the hotel and make it marketable

again to the guests. The hotel will also make sure the safety of the guests and to provide that

safety, the hotel will provide CCTV in all part of the hotel facilities. The hotel will also tighten the

security by providing 24-hour om duty security guard to maintain the peace and quiet in the

hotel.

THE COMPANY

The 14-story, 700-room Beaux-Arts structure on Main Street in Los Angeles, California,

between 6th and 7th streets, was designed to be a luxurious destination for international

businesspeople and middle-class tourists.

Mission

The Hotel Cecil is especially built to provide its guest a satisfying experience. It is built to

accommodate not just for international business people and middle – class tourists but also for

all who are interested to stay.

SERVICE OFFERING

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High quality service in line with the budget friendly rooms from 14 floors with 700 rooms and

Tighter security for the assurance of the guest’s safety.

SWOT ANALYSIS

STRENGTH WEAKNESS

History with countless of deaths and

Budget friendly and affordable rooms
Tight securities
Newly reconstruction Establishments
Protected by CCTV
suicides
Known for a lot of negative backgrounds
such as a place where there is serial
killers’ unexplainable suicides and deaths
Unsafe environment

Too many nearby competitors providing

same service

OPPORTUNITY THREAT

Rebranding
Maximized and tighter security
Reconstruction and remodeling
Strategies to promote such as flyers, social
media platforms, bigger signage etc.
Discount and Promo's
Nearby Hotels who have a tighter security
and no negative history such as;
• Freehand Los Angeles
• Millennium Biltmore Hotel
• Double tree etc.
Background history of the hotel may
affect the sales.

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HISTORICAL RESULT

The areas that have produced the best results have been:

Service: high-quality facilities accompanied by a very friendly staff. The room facing the street

but very quiet clean and spacious. breakfast and a roof garden. The hotel is in the heart of the

historical center few steps from Spanish steps and Fontanana di Trevi and as well from

shopping area via del Corso.

Price: Prices are the average nightly price provided by our partners and may not include all

taxes and fees. Taxes and fees that are shown are estimates only. The price will depend on the

time and date of the guests visit.

Place: service information is provided to the guest via personal selling, direct marketing,

advertising through website etc. Delivery channels include travel agents and international

reservations systems

Promotion: Primary focus of promoting is through online platforms and hotel’s website. There

are also printed ads such as flyers.

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COMPETITORS

There are a lot of nearby hotels who is hundreds of meters away from Hotel Cecil and
offering tighter security but Hotel Cecil is the cheapest among them all.

Direct Competition:

• Freehand Hotel – A 4-star hotel- cheaper than Hotel Cecil

• Millennium Biltmore Hotel- A 4-star hotel- almost 60% higher room rate than Hotel Cecil

• Double Tree by Hilton Hotel – A 4-star hotel- A 40% higher room rate than Hotel Cecil

• Sheraton Grand Hotel- A 4-star Hotel- A 40% higher room rate than Hotel Cecil

FUNCTIONALITY

To ensure the safety of the Hotel guests, the new management of the Hotel will tighten

the security to avoid unexpected happening inside the premises of the hotel. The hotel will also

provide CCTV on every part of the Hotel to make sure that all happenings inside the premises

are monitored by the security.

PRODUCT AND SERVICES

With so many new hotel brands, short-term rental competitors, and new technology to

contend with, it's easy to become overwhelmed while attempting to make your hotel stand out in

the eyes of hotel visitors. Renovations are costly and time-consuming, but hotel amenities are a

low-cost, high-impact method to differentiate yourself from the competition.

1. Essential Hotel Amenities

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 • Toiletries (Shampoo, Lotion, etc.)

• Personal Care (Comb, Hair Dryer, Razor, etc.)

• Bathrobes and Slippers

2. Free Breakfast - Guests want to save money and have the convenience of either making their

own breakfast or having breakfast delivered right to their door.

3. Free WiFi Internet Access - Free WiFi is increasingly becoming an amenity that customers

expect and do not want to pay for, similar to shampoo. The lack of free WiFi can be a deal-

breaker for some guests. Allow guests to watch their favorite shows on your hotel TVs via

platforms like Netflix.

4. Mobile Check In - Hotel operations are embracing technology and sustainability, but this

innovation isn't restricted to the guestroom. Make your front office more eco-friendly by

improving your check-in process. There are no registration cards to sign or printouts with a

paperless check-in. Instead, through partnerships with check-in kiosk hardware manufacturers,

the entire procedure is done on a tablet.

5. VIP Shopping at Local Merchants - When guests stay at your resort, do they go shopping or
eat at local restaurants? If they do, a small discount or some freebies will be very appreciated.
Create a personalized regional coupon book to save money and encourage people to dine or
purchase locally.

6. Room Amenities: In-Room Tablets - With some guestroom tablet apps, guests may discover
all of the information they need at the touch of a finger, including room service menus and
restaurant recommendations, as well as contact the front desk via instant messenger.

7. Enthusiast & Hobbyist Tech - For a truly unique hotel experience, You can supply technology
that is customized guest preferences. Certain amenities may not be relevant to your guest

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profile, but others may contribute to long-term guest loyalty. A remarkable guest experience can
also be enhanced by unique artwork. Eye-catching artwork in bedrooms and public areas will
appeal to your art-loving visitors.

8. Room Purification - Hotel rooms should be peaceful ideal places. As a visitor, you want to get
away from the city's bustle, crowds, and smells. With a guestroom air purifier, you can create
the ideal environment for comfortable breathing, which isn't just a nice to have, but also a need
for persons with allergies or respiratory difficulties.

9. Relaxation Devices - When guests arrive in a hotel room after a long journey, a busy day of
meetings, or simply the discomfort of jetlag, they want to unwind. Why not add a little something
extra to assist your visitors relax? I enjoy the following aspects of a spa the most: relaxing
music, pleasant aromas, and possibly a massage. How can you give your guests a spa-like
experience in their rooms? Including relaxation devices in your room's amenities is not a difficult
undertaking. If you want to create an in-room relaxation station that is truly unforgettable.

10. Power bank for the Road - How frustrating would it be to discover that all of your
smartphone usage has depleted your power and you are unable to photograph your lovely hotel
room? Offer power banks in the hotel or for rent at the front desk to give travelers a much-
appreciated amenity. As an added bonus, you might ask guests to post something about your
hotel on social media in exchange for using a power bank, or give guests a complimentary,
hotel-branded power bank to take home as an extravagant welcome present.

NEW LOGO AND NAME

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PLACE

The Cecil Hotel can be found at 640 South Main Street in Downtown Los Angeles, California,

90014. There are numerous tourist attractions nearby, including The Varnish (0.12 km) and

Orpheum Theatre (0.46 km). Cecil Hotel is the best option for those seeking affordable lodging

with excellent service. Cecil Hotel is an excellent choice for anyone seeking a decent yet

economical lodging. Cecil Hotel is the ideal choice for you who are looking for a comfortable yet

affordable accommodation.

LOCATION

Nearby Places

 The Varnish 123 m

 Los Angeles Central Public Library 816 m
 Good Samaritan Hospital 1.83 km
 Griffith Observatory 9.49 km
 Popular in the Area
 Universal Studios Hollywood 13.87 km
 Los Angeles International Airport (LAX) 18.40 km

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  California State University Long Beach 31.77 km
 Disneyland California 40.05 km

Other hotels nearby:

 Freehand Los Angeles

 E-Central Downtown Los Angeles Hotel
 Millennium Biltmore Hotel Los Angeles
 Shelter Hotels
 DoubleTree by Hilton Hotel Los Angeles
 Sheraton Grand Los Angeles
 Omni Los Angeles Hotel
 Stillwell Hotel

PROMOTION

Hotel Cecil is targeting to have at least 4 stars as a rating with the new form of

Management under reconstructing and rebranding into Valle De La Luna.

Valle De La luna’s common promotion is to give discount to very first timer guest in

Valle De La Luna. For every guest who will booked on every holiday’s dates. The guest

will experience a deluxe room and can use swimming pool with champagne and the

price will be 50% off.

PROMOTION STRATEGY

Valle De La Luna is always implementing promotion every holiday and every

occasion to our guest or to our first timer guest. Assisting them from booking until their

visit, from entrance the employee assists them to their room with a surprise bouquet to

feel that they are welcome in our hotel. To make sure that they can enjoy their visit and

have fun so they will come again.

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Through our social media accounts blogs/vlogs, flyers and vouchers, we are able to

promote the new and improve Valle De La Luna.

ADVERTISING

Our common tool to engage guest is to promote our hotel in every social media platform

such as Facebook page and Instagram. Every time we have guest, we will ask them to give us

positive feedback so that other people will see.

PERSONAL SELLING AND SALE SERVICES

We also promote Weddings, Debuts, Birthdays and other occasions with discount in

every room rate if they will be going to use our rooms. We will have an event hall where the

guests can have their party of course with the strict supervision of the security guards to avoid

conflicts. We also cater foods to be cooked by our hotel’s cook and we also offer service such

as waiter for your party because we have on call waiters for events to be celebrated inside the

hotel’s event place.

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SALE PROMOTION

Valle De La Luna also have membership card; this card will be owned by someone who visits

and stayed at our hotel for three times and more. Those who have these card will have their

discount together with the person who accompany them to stay in our hotel.

PRICE

Pricing a hotel room involves a certain amount of trial and error because there are so

many factors to consider. If the room rates price is too high, many people simply won’t buy it. Or

your company might even find itself facing competition from other hotels that thinks it can beat

your price. On the other hand, if the price is too low, you might not make enough profit to stay in

business. Let’s look at several pricing options in every room rates pricing in Villa De Luna, an

example we introduced earlier. We’ll begin by discussing two strategies that are particularly

applicable to every room rate in every occasion or holidays. Villa De La Luna is still working with

the price rates of the room depending whether the reconstruction and rebranding’s outcome.

The price is still in its process but the management will make sure that the price of the rooms is

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not so far from the price before the rebranding and reconstruction. The manager will make sure

that the room is still affordable yet very relaxing accommodation and good service. The

management will make sure to price the rooms in line with the nearby hotels and

accommodations.

PRICING STRATEGIES

Having a definite pricing strategy in Valle De La luna is imperative for carrying out the

hotel transactions smoothly. The effectiveness of the pricing strategy also determines the

revenue generations for our hotel. There are many three types of pricing strategies which can

be applied as per as our hotels' requirements.

LINEAR PRICING STRATEGY

In right pricing strategy, we apply a right rate for a base price. For example, the base

price of your room is $500 for two grown-ups and a child to stay in the room. However, also the

rate will increase by fixed price, if any of our guests want to use the same room together with

child and grown-up. Let's say the fixed price for a spare child is $100, for spare grown-up, its

$150. The total room charge in such a case will be $750. Still, the price will be $500, if there are

two spare adults. However, also the price will be $800, if there are two spare children. In a right

rate pricing strategy, the rate for the spare grown-ups or spare children is specified, fixed and

the same for all the spare grown-ups or children.

NON-LINEAR PRICING STRATEGY

Non-linear Rate Price can be applied to base on our pricing by using this strategy. In

simple words, the non-linear price rate does not involve a fixed spare charge for your services.

For instance, the base price of your room is $500 for two grown-ups and a child to stay in the

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room. However, you can charge another $100, if the guests bring in one spare child. However,

you can charge in another $100, if the guest brings in another child. It goes the same for spare

grown-ups as well. The non-linear price rate is flexible and can be edited to suit the conditions

of your guests. Having an automated pricing strategy for our hostel apartments saves us from

the trouble of setting our room rates again and again. It makes price operation easier for Cecil

Hotel and to all staff, operating in speedy services and better guest experience

SEASONAL OFFER

Valle De La Luna offers 20% discount to every holiday booking for a couple and small

family with free breakfast and special gifts who spends holidays in Valle De La Luna.

SERVICES

Based on the competitor analysis, there are many nearby hotels that offers services but

the Valle De La Luna will offer more. We will make sure that the guest will have their best

experience with our hotel. Once the guest has checked in, there are privileges that will come

and offer to them from the services of our hotel. Free WIFI, Personal Kit for each guest

(including toothbrush, shampoo, soap etc.) free snack and juice after checking in, smart tv, mini

fridge inside the room. This are all included in the service and just in case there is a need for a

person to do a certain task. The telephone is always ready and the staffs are always active.

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REBRANDING AND RECONSTRUCTION

To make the hotel in demand again, our company decides to rebrand Cecil Hotel to Valle De La

Luna to become new again and to forget bad memories. In order to get to know our hotel again

we make new Social Medias Standards and Websites by changing the logo or avatar of the

hotel. We will also have in magazines, newspapers and billboard every city nearby to know that

we are rebranding Cecil Hotel. We will be going to reconstruct Cecil Hotel into a new design and

logo to attract more guest. We will change the brand color into new one so that it will become

livelier. Reconstructing the whole hotel for the guest to feel that hotel is not the same anymore.

The hotel will be going to make sure that every guest feels welcome, feel at home, hiring more

security personnel and have more cctv in every corner of the hotel to make them feel safe while

staying in hotel.

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