Promotion Strategy For Holiday Inn Express

Group Members :
Report Content

Introduction

Research methodology

Customer satisfaction and its application

Proposed promotion strategies

Findings and Suggestions

Part I

XXX
Structure

1. Background information

2. Literature review of promotion strategies

3. Logic of questionnaire design

 1. Background: Industry Competition
Gap between the demand side and the supply side: Growth rate of arrival visitors is under the growth rate of hotel supply

Hong Kong Partnernet (2017)

2. Literature review of promotion strategies

 Loyalty program

 Unique packages
e.g. new year dinner package, marathon package, culture tour package or honeymoon package

 Partnership with local business

 Seasonal discount
3. Questionnaire Design

 Identity and purpose clarification

 Idea of conventional wisdom

 Improvements
e.g. omitted variables & respondents bias
Part II

XXX
Structure

1. Customer satisfaction

2. Measurements of customer satisfaction

3. Proposed promotion strategies

1. Customer satisfaction

 Assimilation theory

 Contrast theory

 Assimilation-contrast theory

 Negativity theory

e.g. American Customer Satisfaction Index

Ekinci et al (2004)
2. Measurements of customer satisfaction

 Overall satisfaction measurement

 The loyalty measurement

 Intention of potential repurchases

3. Proposed promotion strategies

 Buying three get one free

 Free upgrade promotion

 Early bird promotion

 Membership system
Part III

XXX
Structure

1. Findings and Reflections

2. Conclusion and Suggestion

1. Findings and Reflections (1)

Q1. Gender Q2. Age Distribution

Over 60
years old
6%
46-60 years Under 30
old years old
11% 36%
Female 30-45 years
42% old
47%
Male
58%

Under 30 years old 30-45 years old

Male Female 46-60 years old Over 60 years old
1. Findings and Reflections (2)

Q3. Education Distribution Q4. Income Level

Prim Less
Uni ary than
versi scho Juni Incon HK$ HK$
ty ol or or venie 15,00 1500
and belo scho nt to 0 0-
abov Tecw ol or discl 2% HK$
e 9% Seni
hnic ose More 4000
34% al or or than 0 
seco scho uncer HK$ 36%
ndar ol tain 4000
y 25% 42% 0
scho 21%
ol or
Coll
ege
Primary school or
32%below Less than HK$15,000
Junior school or Senior school HK$15000- HK$40000 
Technical secondary school or College More than HK$40000
University and above Inconvenient to disclose or uncertain
1. Findings and Reflections (3)

Q5. Travel Frequency Q6. Score of Each Factor

4.8
Less than
twice each 4.6
year
9% 4.4
Uncertain Twice to
38% five times
each year 4.2
13%
Six to ten 4
times each
year 3.8
13%
More than 3.6
ten times
each year 3.4
26% n ice d n
lit
y ty le
atio Pr ran a tio ci a fe tr ab
c B it Fa S fo
Lo an g
tal
s
di
n
C om
en un
Less than twice each year Twice to five times each year onm u rro
r S
Six to ten times each year More than ten times each year nvi
E
Uncertain
1. Findings and Reflections (3)

Q7. Promotion Strategies Q8. Whether will stay the next time
Membership Buy three get one No
system free promotion 26%
13% 13%
Yes
74%

Free upgrade
promotion
26% Yes No
Early bird
promotion
47% Q8. Whether will stay the next time
No
26%
Yes
74%

Buy three get one free promotion Free upgrade promotion

Early bird promotion Membership system
Yes No
2. Conclusion and Suggestion

The most effective promotion strategy for Holiday Inn Express :

Early Bird Promotion

1) Market position of the hotel: middle and lower

2) Target customers: intermediate-income individuals, who are price sensitive

Reference:
American Customer Satisfaction Index (2019) Official Website [Online] Available at https://www.theacsi.org/
 
Anderson, Eugene W., and Sullivan, Mary W. (1993). “The Antecedents and Consequences of Customer Satisfaction for Firms,” Marketing Science, Spring, p. 129.
 
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Holiday Inn Express Hong Kong Kowloon CBD2 [Online] Available at https://www.ihg.com/holidayinnexpress/hotels/gb/en/hong-kong/hkgkk/hoteldetail
 
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