Hospitality Marketing

Management

Strategic Marketing Plan

(Villa de Oro – Boracay)

Submitted by: Jeremae Caballero

MSHRM – I
Submitted to: Dr. Antonino F. Alejandro

I. Introduction
 The first time I set foot in Boracay, I stayed in Villa de Oro – Boracay and that was
2014. The resort, I could say is one of the cheapest beach-front establishment in
the stretch of station 2. Boracay having its distinguished popularity, is a
storehouse of market possibilities. However, Villa de Oro have unlikely outlive
these opportunities. I have come back to Boracay sometime in 2016 and earlier
this 2019 – stayed in the same resort. It has improved yes, but too little it still
does not in some way leveled with the adjacent resorts – Henann Boracay and La
Carmela. Since marketing is an ongoing activity, the plan should be constantly
revised and adapted to market conditions.

II. Goals and Objectives

Objective: To provide a positive resort experience to all our guest
Goals: Follow up post-booking – customer service starts even before the
guest arrives onsite. We can send a follow-up email to find out if
there’s anything else they may need or special instructions and
request.
Offer timely technology – WiFi is almost everywhere and may be
considered a necessity especially for foreign guests, but it should
have competitive speed.
Provide above and beyond customer service while anticipating
issues – anticipating issues to avoid problems. Setting up a
complimentary water station with fruit infused waters so guest
can stay hydrated and comfortable, setting up water faucets in
front of the lodges so guest can easily wash sands off their feet.
Train staff to read guests – Hospitality is a customer service
industry. Teach staff to anticipate problems and read a guest’s
body language. Guests love the personal touch.
Provide extra customer service for repeat guests – track down
repeat guests and provide special service to encouraged their
continues patronage. It could be a little familiarity touch through
addressing them by their names, provide a complimentary treat in
their room which can either be a cookie or fresh fruit platter.
Repeat guests certainly will enjoy VIP treatment. It retains their
loyalty.
Objective: To expand our markets and identify new markets for our product
and services
 Goals: Achieve 100% room occupancy – minimally improve rooms
facilities, with the resort’s room rates starting from Php 2,196 to
Php 6,536, we don’t mean extravagant improvements. People go
to Boracay to experience the beach, they would come back in
their accommodations usually to rest. Give them something
worthy of their stay – comfort. Improve air conditioning, the
bathroom and a nice circulation area and view. We should also
consider creating special packages and use discount deals.
Increase market share – stay relevant through innovation, use
guest’s ideas, snap up competitors and be more flexible.
Build a reputation – create a strong narrative for the resort, take a
holistic approach, use social media as a vessel to make your brand
exciting. Reach out to people by offering cocktail evenings for
famous bloggers and influencers to fill your social media with
user-generated photos and comments.
Increase partner networks – partner with booking sites to drive
growth and expansion
Recognition from distinguished accreditation agency – follow
accreditation guidelines from the Department of Tourism
especially now that they have released new ordinances for the
island’s preservation.

Objective: To gain followers on social media and utilize e-marketing

Goals: Create a social media marketing strategy

 Increase brand awareness

 Achieve a higher quality of sales
 Create a loyal fanbase
 Research your audience
 Focusing on Social Media Metrics – Reach, Clicks,
Engagement, Hashtag Performance, Sentiment

III. SWOT Analysis

 STRENGTH WEAKNESS OPORTUNITIES THREATS
Beach front resort In between of two More spaces Lower tourism
larger resorts – available to since Boracay
Henann and La renovate and came from a 6-
Carmela. improve in month
considering an in- rehabilitation and
house swimming have not yet
pool or adding established a
more lofts and strong comeback
rooms
Cheaper room No other facilities Continues Government
rates besides rooms and innovation in resort Regulations
a restaurant operation limiting
attractions as well
as guests’ stay.
Mongolian Buffet Simple design and
Restaurant interior
decorations

Strengths: Villa de Oro-Boracay is a beach-front establishment which attracts more

guests since everyone would want to experience the beach within reach. The resort
also has cheaper room rates which is preferable for budget conscious tourists. The
Mongolian Buffet Restaurant is a noticeably sought-after dining experience. Guests
from other resort would visit the resort to have a taste of the Mongolian Buffet. The
restaurant also offers unli rice and grilling station.

Weaknesses: The resort is in between two larger resorts – Henann and La Carmela
which have more rooms to accommodate more guests. They have also more modern
approach when it comes to design and structure. Both also have swimming pool
inside where kids and even adults can enjoy especially in night time. These are
noticeable deficiency for Villa de Oro-Boracay.

Opportunities: Smaller façade but with more spaces available backside, the resort
can improve these spaces for a possible swimming pool, a bar, or more lofts and
buildings for additional rooms.

Threats: Implementation is crucial at this moment since the island is still

experiencing recuperation from the shut down and most tourists have grown fond
of other island and beach such as Palawan and Siargao. Government Regulations
that limits attractions are causing guests to stay shorter. Thinking they have
experience Boracay at it most.
 IV. Message Map

Extra comfortable
beds, homey
Accessible to major atmosphere
highways and alleys
Free WiFi in the rooms
and lobby

Comfortable

Convenient

Most rooms have

veranda to experience
sea breeze
Rooms are
unbelievably low
offering beach front
experience
Foods are of fresh
ingredients and wide
Scrumptious variety of flavors

Offers a mouth-
watering grill corner
where guests can pick
fresh their seafood and
meats and have it
cooked real time

V. Mission Statement
 Villa de Oro-Boracay is committed to consistently provide an enjoyable time, safe
environment and memorable vacation experience for every guest and every
member of the team.
We will accomplish this through innovation, distinction in service, and anticipation of
our guests ever changing needs and expectations. Fulfillment of this ability will be
reflected in our profitability, continued growth and the success of our company and
every individual.

VI. Marketing Timeline

How do we impose
positive resort
experience?
How do we expand Re-orientation of Design Check who is
our markets and following updates
Marketing Whatnew
do rules to staff andDesign process Assessme
identify new Who is responding
Checklist Improve facilities
we need? Distributi
Do we have budget ntto our
markets for our
products? Build a reputation on advertisements
How do we gain
followers and
utilize e-marketing
2-4 weeks 4-6 weeks 2-3 weeks 2-4 weeks

VII. Budget

2019 Marketing Budget

HARD COSTS
A Marketing Department Salaries Php 360, 000

B Additional Marketing Hard Costs (bloggers, influencers) Php 400,000

C Total Hard Costs: A + B = Php 760,000

CAMPAIGN COSTS
D Costs Per Individual Campaign (Advertisements, click Php 10,000 – 50,000
baits, etc.)
E Number of Campaigns planned to run in 2019?
5-10 (50,000 – 250,000

VIII. Measuring Success

 Return on Investment
 Cost per win (sale)
 Cost per lead
 Conversion rate (goal completion rate)
 Incremental sales
 Customer lifetime value (average sale per customer)
 Multi-channel funnels and attribution
IX. Revisiting the plan
Objectives and goals being set will change over time. We will have to revisit the
plan once a year and make adjustments as necessary. We have assumed growth
so we can measure it. Staying up to date with industry news and trends may aid
in formulating strategies.