Question

Briefly discuss about heritage hotel in queenstown, nz (overview, marketing, staffing) in 1500 words

Answer 1

The Heritage hotel is a hotel and resort in the mountainous region of Queenstown. It is within view of the Remarkables mountain range and is situated close to Lake Wakatipu. The hotel-resort is currently closed due to the NZ lockdown.

The hotel recently received a second international marketing award, a silver in the '2019 HSMAI Adrian awards', for their integrated marketing campaigns for consumers which led to a large number of direct bookings, and an increase in the occupancy rate and revenue in July 2019.

The website has also won the 2019 Travel Weekly Magellan Award (gold) recently, indicating that in their industry they are viewed as the top performer. The award is given for outstanding work on design, marketing and services, all of which the hotel seems to have aced by designing and maintaining the best website in 2019.  

The hotel has a multi-dimensional marketing campaign that covers a wide range of topics designed to attract and interest customers such as environment consciousness, television presence, participation in popular initiatives around children, cultural heritage etc.  

The hotel hosted the wedding related to the popular australian reality show 'Married at first sight' in February 2020, which allowed it to showcase its romantic surroundings, luxury accommodations and fine dining restaurant to market it as the preferred wedding and honeymoon destination. This is a great marketing platform as it can draw lots of viewers of the show to the hotel as they seek to experience the reality show in their own lives. Having one or more episodes televised here will also work as an excellent advertisement whenever and wherever the show is aired, on TV, youtube, social media etc. for days,weeks, months or years later.  

In keeping with the global appreciation of environmental responsibility, the hotel has partnered with a recycling programme designed to ensure efficient recycling of hotel single-use amenities. This initiative, while helping the hotel be more environmentally conscious, will also help boost their image in the eyes of responsible customers.

The hotel has set aside a page to focus on their staff, calling them the 'heart and soul' of their organisation. They also publish 'heritage' stories about their staff to help customers personalise the service even before they arrive at the hotel. This can help employees strive to be featured and customers look up service agents that suit their needs.

The hotel makes a point of highlighting new key appointments to their staff, to launch their new joinees in their roles. The latest post is for the appointment of a new international sales manager and highlights her previous experience to indicate the direction she and the hotel are looking to go in. Apart from introducing this new employee and her impressive experience across different roles, this post serves the dual purpose of giving the reader an indication of what the hotel's new strategy is - in this case, emphasis on customer relations, new and old. Aside from new joinees, current employee promotions to key roles are also posted to serve as a form of recognition for employees who have done a good job and are being promoted to newer/bigger roles. The employee gets a chance to showcase their work performance and a voice/space on the website to indicate the firm's recognition of her work.

The appointments in the past year indicate a strong drive to enhance the sales and marketing teams in a bid to increase sales. The staffing pattern also shows considerable diversity sought by the hotel in their employees, customer service - different races, other country's citizens, multiple languages spoken by the appointees, women in higher positions. All of which go to paint a favourable portrait of the hotel's working and work as an inducement for customers.  

All content referenced from Heritage Hotels website.