MARKETING PLAN

Marketing Plan for the Lazy Days Hotel



Marketing Plan for the Lazy Days Hotel

Executive Summary

The Lazy Days Hotel is one of the most known Hotels in the Sussex a few miles South of the M25. This is major attraction for most of the tourists as it is situated close to Gatwick Airport. It is a family owned business which was started in 1990 by the Wilson family and is located in twenty acres of grounds close to the main train line from London to Brighton and within easy striking distance of the cross-channel tunnel and ferries to France. This business was established by Sandra Wilson, a remarkable golf player, who represented England at golf. She was also the captain of the Ladies Team at Chartham Park Golf Club. Sandra Wilson financed the purchase of this hotel from her earnings in the City in the 1980s. This resulted in remarkable success of this business and resulted in creating a number of different opportunities for this hotel due to its location and other facilities available for it. Initially the hotel focused more on its business guests, but it was revealed that this results in creating various problems for the accommodation, facilities, serving times, and occupancy rate. There is certain climate for the business guests and there are more opportunities for the tourists and holiday guests. The location and sports facilities also make this hotel more attractive for tourists and holiday guests. Its association with Sandra Wilson and its location provided it a winning edge on its competitors.

Brief Overview

The hotel is developed more in the last twenty years with the expansion in profits and increase in the investments. Initially the hotel was consisted of only 60 bedroom facilities. These bedrooms were not very luxurious, but well equipped to provide comfort of standard business or tourists suites. With the passage of time, there were more advancements and expansion. The 60 bedrooms hotel expanded to accommodate more guests, with additional 20 suits, suitable for affluent guests, or potentially families, and a further 20 bedrooms of the same standard as the existing ones, making 100 in all. In addition, a small conference centre (the Lazy Days Conference Centre) was added and the hotel continued to concentrate on the business rather than the tourist market, attracting companies from London, particularly those that needed to accommodate conference attendees from overseas, who could use Gatwick Airport. Apart from this, there were advancements in order to meet the requirements of guests.

With the increase in number of tourists and other guests, the hotel increased its business and added many other attractions, which provided a competitive edge to this hotel as compared to other hotels. One major facility was to provide a small conference centre (the Lazy Days Conference Centre) to facilitate conference attendee. Other facilities included the Lazy Days bar and bistro together with the Lazy Days Restaurant that could accommodate and cook for some 150 people: all of these enjoyed good custom from the business ...