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Hotel and Motel Marketing Plan
The Drowzey Hotel
This sample marketing plan can be edited directly in Sales and Marketing Pro software.
Appendix
Sales Forecast
| Sales Forecast | |||||||||||||
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | Month 7 | Month 8 | Month 9 | Month 10 | Month 11 | Month 12 | ||
| Unit Sales | |||||||||||||
| Premium level room nights | 0% | 200 | 210 | 221 | 232 | 243 | 255 | 268 | 281 | 295 | 310 | 326 | 342 |
| Mid-level room nights | 0% | 250 | 260 | 270 | 281 | 292 | 304 | 316 | 329 | 342 | 356 | 370 | 385 |
| Introductory level room nights | 0% | 300 | 306 | 312 | 318 | 325 | 331 | 338 | 345 | 351 | 359 | 366 | 373 |
| Room service meals | 0% | 538 | 558 | 579 | 602 | 625 | 649 | 674 | 700 | 728 | 756 | 786 | 817 |
| Total Unit Sales | 1,288 | 1,334 | 1,382 | 1,433 | 1,485 | 1,540 | 1,596 | 1,655 | 1,717 | 1,781 | 1,848 | 1,917 | |
| Unit Prices | Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | Month 7 | Month 8 | Month 9 | Month 10 | Month 11 | Month 12 | |
| Premium level room nights | $900.00 | $900.00 | $900.00 | $900.00 | $900.00 | $900.00 | $900.00 | $900.00 | $900.00 | $900.00 | $900.00 | $900.00 | |
| Mid-level room nights | $700.00 | $700.00 | $700.00 | $700.00 | $700.00 | $700.00 | $700.00 | $700.00 | $700.00 | $700.00 | $700.00 | $700.00 | |
| Introductory level room nights | $500.00 | $500.00 | $500.00 | $500.00 | $500.00 | $500.00 | $500.00 | $500.00 | $500.00 | $500.00 | $500.00 | $500.00 | |
| Room service meals | $50.00 | $50.00 | $50.00 | $50.00 | $50.00 | $50.00 | $50.00 | $50.00 | $50.00 | $50.00 | $50.00 | $50.00 | |
| Sales | |||||||||||||
| Premium level room nights | $180,000 | $189,000 | $198,450 | $208,373 | $218,791 | $229,731 | $241,217 | $253,278 | $265,942 | $279,239 | $293,201 | $307,861 | |
| Mid-level room nights | $175,000 | $182,000 | $189,280 | $196,851 | $204,725 | $212,914 | $221,431 | $230,288 | $239,500 | $249,080 | $259,043 | $269,404 | |
| Introductory level room nights | $150,000 | $153,000 | $156,060 | $159,181 | $162,365 | $165,612 | $168,924 | $172,303 | $175,749 | $179,264 | $182,849 | $186,506 | |
| Room service meals | $26,875 | $27,900 | $28,968 | $30,081 | $31,241 | $32,450 | $33,710 | $35,023 | $36,392 | $37,820 | $39,309 | $40,861 | |
| Total Sales | $531,875 | $551,900 | $572,758 | $594,486 | $617,122 | $640,707 | $665,282 | $690,892 | $717,583 | $745,403 | $774,402 | $804,633 | |
| Direct Unit Costs | Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | Month 7 | Month 8 | Month 9 | Month 10 | Month 11 | Month 12 | |
| Premium level room nights | 18.00% | $162.00 | $162.00 | $162.00 | $162.00 | $162.00 | $162.00 | $162.00 | $162.00 | $162.00 | $162.00 | $162.00 | $162.00 |
| Mid-level room nights | 20.00% | $140.00 | $140.00 | $140.00 | $140.00 | $140.00 | $140.00 | $140.00 | $140.00 | $140.00 | $140.00 | $140.00 | $140.00 |
| Introductory level room nights | 25.00% | $125.00 | $125.00 | $125.00 | $125.00 | $125.00 | $125.00 | $125.00 | $125.00 | $125.00 | $125.00 | $125.00 | $125.00 |
| Room service meals | 40.00% | $20.00 | $20.00 | $20.00 | $20.00 | $20.00 | $20.00 | $20.00 | $20.00 | $20.00 | $20.00 | $20.00 | $20.00 |
| Direct Cost of Sales | |||||||||||||
| Premium level room nights | $32,400 | $34,020 | $35,721 | $37,507 | $39,382 | $41,352 | $43,419 | $45,590 | $47,870 | $50,263 | $52,776 | $55,415 | |
| Mid-level room nights | $35,000 | $36,400 | $37,856 | $39,370 | $40,945 | $42,583 | $44,286 | $46,058 | $47,900 | $49,816 | $51,809 | $53,881 | |
| Introductory level room nights | $37,500 | $38,250 | $39,015 | $39,795 | $40,591 | $41,403 | $42,231 | $43,076 | $43,937 | $44,816 | $45,712 | $46,627 | |
| Room service meals | $10,750 | $11,160 | $11,587 | $12,032 | $12,496 | $12,980 | $13,484 | $14,009 | $14,557 | $15,128 | $15,723 | $16,344 | |
| Subtotal Direct Cost of Sales | $115,650 | $119,830 | $124,179 | $128,705 | $133,415 | $138,317 | $143,420 | $148,733 | $154,264 | $160,023 | $166,021 | $172,267 | |
Marketing Expense Budget
| Marketing Expense Budget | |||||||||||||
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | Month 7 | Month 8 | Month 9 | Month 10 | Month 11 | Month 12 | ||
| Advertising | $5,000 | $5,000 | $5,000 | $5,000 | $5,000 | $5,000 | $5,000 | $5,000 | $5,000 | $5,000 | $5,000 | $5,000 | |
| Direct Mail | $5,000 | $7,500 | $5,000 | $7,500 | $5,000 | $7,500 | $5,000 | $7,500 | $5,000 | $7,500 | $5,000 | $7,500 | |
| Focus Groups | $0 | $0 | $0 | $0 | $0 | $10,000 | $0 | $10,000 | $0 | $0 | $10,000 | $0 | |
| Web Development | $5,000 | $5,000 | $5,000 | $5,000 | $5,000 | $5,000 | $5,000 | $5,000 | $5,000 | $5,000 | $5,000 | $5,000 | |
| Marketing Training | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | |
| Quality Assurance | $2,000 | $2,000 | $2,000 | $2,000 | $2,000 | $2,000 | $2,000 | $2,000 | $2,000 | $2,000 | $2,000 | $2,000 | |
| ------------ | ------------ | ------------ | ------------ | ------------ | ------------ | ------------ | ------------ | ------------ | ------------ | ------------ | ------------ | ||
| Total Sales and Marketing Expenses | $18,000 | $20,500 | $18,000 | $20,500 | $18,000 | $30,500 | $18,000 | $30,500 | $18,000 | $20,500 | $28,000 | $20,500 | |
| Percent of Sales | 3.38% | 3.71% | 3.14% | 3.45% | 2.92% | 4.76% | 2.71% | 4.41% | 2.51% | 2.75% | 3.62% | 2.55% | |
Key Marketing Metrics
| Key Marketing Metrics | |||||||||||||
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | Month 7 | Month 8 | Month 9 | Month 10 | Month 11 | Month 12 | ||
| Revenue | $531,875 | $551,900 | $572,758 | $594,486 | $617,122 | $640,707 | $665,282 | $690,892 | $717,583 | $745,403 | $774,402 | $804,633 | |
| Leads | 1,000 | 1,050 | 1,103 | 1,158 | 1,216 | 1,276 | 1,340 | 1,407 | 1,477 | 1,551 | 1,629 | 1,710 | |
| Leads Converted | 15.00% | 15.00% | 15.00% | 16.00% | 16.00% | 17.00% | 17.00% | 17.00% | 18.00% | 18.00% | 18.00% | 19.00% | |
| Avg. Transactions/Customer | 1.00 | 1.00 | 1.00 | 1.00 | 1.00 | 1.00 | 1.00 | 1.00 | 1.00 | 1.00 | 1.00 | 1.00 | |
| Avg. $/Customer | $1,000 | $1,040 | $1,082 | $1,125 | $1,170 | $1,217 | $1,265 | $1,316 | $1,369 | $1,423 | $1,480 | $1,539 | |
| Referrals | 200 | 210 | 221 | 232 | 243 | 255 | 268 | 281 | 295 | 310 | 326 | 342 | |
| PR Mentions | 10 | 10 | 10 | 10 | 12 | 14 | 15 | 17 | 20 | 23 | 25 | 25 | |
| Testimonials | 15 | 16 | 17 | 19 | 19 | 22 | 23 | 24 | 27 | 28 | 29 | 32 | |
| Focus Groups | 0 | 0 | 0 | 0 | 0 | 1 | 0 | 1 | 0 | 0 | 1 | 0 | |
Gap Dashboard
| Gap Dashboard | |||||||||||||
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | Month 7 | Month 8 | Month 9 | Month 10 | Month 11 | Month 12 | ||
| Personal | |||||||||||||
| Speaking engagement requests | 0 | 0 | 0 | 0 | 1 | 1 | 1 | 0 | 1 | 0 | 1 | 0 | |
| Other | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | |
| Business | |||||||||||||
| Revenue | $531,875 | $551,900 | $572,758 | $594,486 | $617,122 | $640,707 | $665,282 | $690,892 | $717,583 | $745,403 | $774,402 | $804,633 | |
| $ Per Customer Transaction | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1,252 | |
| Leads | 1,000 | 1,050 | 1,103 | 1,158 | 1,216 | 1,276 | 1,340 | 1,407 | 1,477 | 1,551 | 1,629 | 1,710 | |
| Tactical | |||||||||||||
| Individuals targeted by direct mail | 5,000 | 0 | 0 | 0 | 0 | 5,000 | 0 | 0 | 0 | 0 | 0 | 0 | |
| Focus Groups | 0 | 0 | 0 | 0 | 0 | 1 | 0 | 0 | 1 | 0 | 1 | 0 | |
| Strategic | |||||||||||||
| Customer satisfaction level at highly satisfactory | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 90% | |
| Forbes Star Rating | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 4 | |
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