Promotion of Crowne Plaza
The promotion aspect in a marketing mix is vital for a business that operates in the hospitality and tourism sector. Since Crowne Plaza offers both tangible and intangible products, it believes in creating right feeling in its consumer. It promotes its hotels & resorts as ultimate location that helps people to boost their productivity, energize body and soul, and feel inspired (Choy & Elvirozita, 2017).
Crowne Plaza introduces a number of promo codes and discount codes to attract its customers and have a competitive advantage over its rivals. It makes special offers on its dining, accommodation, spa treatments and other facilities provided in the Australian continent. Some of its promotional strategies that differentiate it in the hospitality industry include adoption of more connected, more digital, more flexible and more mobile means to connect with its target audience. It promotes its hospitality business by conducts special buffets that suit the occasion (Gao, 2016).
Currently it has a number of offers and deals like “Best Flexible Rate” policy which allows visitors to get affordable online rate as per their flexibility requirements. It has a Senior Discount promotional strategy which allows customers to take advantage of Crowne Plaza’s Senior Discount and views the world without straining their budget.
Promotion of Intercontinental hotel
The Intercontinental hotel is an award winning luxury located on the river Torrens in the Adelaide, Australian. It adopts various promotional strategies to keep up to its reputation in the highly competitive hospitality industry. It promotes its hotel business by making different offers on its accommodation and dining services (Jack, Stansbie & Sciarini, 2017).
Intercontinental Adelaide believes in ensuring that its customers create a memorable Adelaide experience by using its promotional strategy that offers wide range of accommodation offers for its leisure and business guests alike. The hotel provides special accommodation deals with leading attractions to create unique experience for its visitors. It believes in creating a memorable experience for its target audience by combining the very best features of Adelaide with its amazing service quality (Walters & Beirman, 2016). It promotes its accommodation facilities by adopting promotional techniques including introducing of exclusive package for accommodation with Adelaide Beer and BBQ Festival, offering royal treatments in special months of the year, making memorable escapes offers and allowing its customers to enjoy its accommodation, breakfast, valet car-parking and other facilities while rediscovering the city (Jack, Stansbie & Sciarini, 2017). The hotel has included a“Weekend Special” promotional strategy that includes accommodation, breakfast for two in the Riverside Restaurant and a late checkout of 4 pm that allows its visitors to enjoy the simple joys in life.
It also promotes its dining service by focusing on its three world class restaurants namely Shiki, The Atrium Lounge and The Riverside Restaurant that are located within its premise. It’s new and latest dining offers include royal high tea in June, experiencing worldly classics cocktail and enjoying specially crafted and complimentary canap? (Gao, 2016).
Such unique promotional strategies by Crowne Plaza and Intercontinental hotel help them to strengthen their marketing mix and have a competitive advantage in the hospitality industry.
Choy, S. C., & Elvirozita, T. (2017). How and Why Malaysian Hospitality and Tourism Management Students Learn. In Empowering 21st Century Learners Through Holistic and Enterprising Learning (pp. 59-67). Springer, Singapore.
Gao, X. (2016). University of Surrey School of Hospitality and Tourism Management Conference: 19–22 July 2016, Guildford, UK.
Jack, K., Stansbie, P., & Sciarini, M. (2017). An examination of the role played by internships in nurturing management competencies in Hospitality and Tourism Management (HTM) students.
Walters, G., & Beirman, D. (2016). Guest editorial for special issue of Journal of Hospitality and Tourism Management: crisis response and recovery for the tourism industry. Journal of Hospitality and Tourism Management, 28, 1-2.