This is the presentation from the BCIT team at the 6th Annual LinkBC Case Competition. They were challenged with creating packages for a Coast Hotels & Resorts property drawn at random. The packages had to attract new visitors to the region during the off season.
3. Background
• Convention Centre with
24 hour business
facilities
• One of the largest
Casino’s in western
Canada
• Heart of Downtown
Langley
• Walking distance to
shopping, entertainment
& business sector
• Close to American
border
4. Problem Statement
Which packaging solutions should Coast Hotel &
Convention Centre Langley City implement to
increase occupancy by 5% during the off season
of October to March?
5. Langley Destination Profile
• Primary Tourism
Offerings:
– Heritage and Culture
Tourism: Fort Langley
– Family oriented agri-
tourism
– Wine and Food
– Sport Tourism
• Secondary Tourism
Offerings:
– Regional meetings, clubs
and associations
7. Strengths
• 24 hour meeting facilities
• Complementary parking
• In house spa & theatre
• Coast Rewards Program
• Awards/Initiatives:
– 4 star rating by Canada Select
– CAA & AA Approved Lodging
– Green Key Eco Rating Program
8. Weaknesses
• Highly competitive industry
• Location not convenient for leisure travels
• Minimal social media presence for Langley
location
9. Opportunities
• Optimize ecotourism
• Creating more of an online presence through social
media to create more brand awareness and loyalty
• Take advantage of off season activities
• Golden Ears & Port Mann bridge allows for easy
access
• Domestic trips increase by 2% in 2010
10. Threats
• Economic recession reducing disposable income
levels
• Canadian dollar
• Rising cost of airfare
• Visitor entries to Canada fell by 3.6%
11. Best Western Country Meadows
• Aldergrove
• Close to Tradex Centre
• Complimentary Buffet
Breakfast
• Packages
– Fun and Romantic Hotel
– Sports Team Exclusives
– Tradex Packages
– 3 Night Winter Specials
12. Days Inn and Suites
• Langley City Centre
• Options
– Breakfast, Gym, dogs, an
d large vehicle parking
• Packages
– 20% off for 2 nights
– 30% off for 3 nights
– 15% off for last minute
13. Holiday Inn
• Langley City Centre
• 96 Guest Rooms
• Deals for Seniors AAA
Members, Advance
Purchases
• Included
– Breakfast, Gym, Wifi, an
d Parking
14. Stakeholders
• Local businesses: Fort Langley restaurants, Tourism
Langley, Dead Frog
• Partners in our channels
• Aboriginal community – culture tourism
• Environmental interest groups
• Shareholders of Coast Hotels
• Citizens
• Coast employees & management
15. Meeting & Convention Package
• Theme: Convenient and affordable
• Target Market: Regional Clubs and Associations
• $129.99 Package Includes:
– Minimum of 10 rooms per night
– Meeting room + up to date audio visual equipment
– Breakfast & Lunch
– Coffee break
– Early check in/Late check out
– Wifi
16. Meeting & Convention Package
Implementation
• Personal Selling
• Current Clients
• Direct Mail
17. Implementation Plan
You are invited to
Relive, Remember, Renew
at BC’s best Coast
18. Relive
• Theme: Poker Night
• Target Market: Men in Baby Boomer generation
• $299 Package Includes:
– 1 night Accommodation
– 6 pack of local Dead Frog beer
– $100 Voucher to Cascade Casino
– $50 Voucher to Pinnacle Grille
– Optional add on: Featured Theatre Show
19. Relive
Implementation
• Internet Marketing through social media
• Advertise on online gaming websites
• Advertising at local club and sport facilities
• Residents rate (10% off for Langley Residents)
ex. Capilano
22. Renew
• Theme: Getaway – Renew your love
• Target Market: Baby Boomer couples
• $210 Package Includes:
– Room
– Welcome drink and appy in Glacier Bar and Lounge
– Domaine de Chaberton wine (red or white) and Euphoria
Chocolates from Fort Langley care package
– Continental breakfast in bed
– Late checkout
– Free parking
– Wifi
23. Renew
Implementation
• Cross selling with wine & chocolate retailers
• Promote on Coast website
• Internet Marketing through social media
• Reach out to customer database
Over 40 locations in North America with 18 in British ColumbiaBased in Vancouver
Current Occupancy=58.6% so 45/77Increased Occupancy=63.6% so 49/77
Vancouver Coast and Mountain Region in BCDestination-LangleyOff Season: October-MarchNear Residential Areas40 minutes from downtown Vancouver
Current off season occupancy rate for Greater Vancouver is 58.6%Bed & Breakfasts, Stay and Play, RomanceCaroline Price Delta Hotels BurnabyPrices for packages are based on Bar best available rate plus applicable increment so they fluctuate throughout the yearPackages are targeted mostly to leisure travellersWeekend and holiday purchasesRely on word of mouth and then social media when planning a trip (Cornel school-googledoc)With Domestic Trips having increased by 2% in 2010. This shows that more travellers have changed their attitudes about travelling internationally, and are now staying within their own country. (Euromonitor, 2011)Domestic: (bc, canada, america)STEPHEN PEARCEDriven by VFRFIT individuals are most profitable segmentTime sensitive offers-near end traffic (more perceptive of seasons) –don’t have a lot of timePrice driven offers/event oriented offersLooking for distractions or reasons to celebrate. Foodies (concrete example: dine out vancouver)Recent visitors from almost every GTW market are older traveller demographicVisitors from Australia, Uk and US have the most grey hairs 45% tourists aged over 55yrs(CTC Report-industry canada 2011)
Best Western Country MeadowsLOCATION: - located 45 minutes from Vancouver- less than 10 minutes away from Abbotsford Airport, the Zoo and the Tradex Center- easily accessible from either directions in the Fraser Valley, Abbotsford, Langley, and Aldergrove areas- LOCAL attractions: Tradex Exhibition Center, Abbotsford Internation Air Show, Abbotsford Airport, Aldergrove Days Festival Parade, Newlands Golf  Course, Greater Vancouver Zoo, Thunderbird Park, Abbotsford Chamber of Commerce, For Langley WineriesPACKAGES: Fun and Romantic Hotel Package: ex. champagne basket with chocolates, after hours               access to pool in own privacy, late check out till 2pm Sports Team ExclusivesAldergrove BC Hotel Tradex Packages3 night winter specials PRICING:- all guest rooms feature pillow top mattresses, deluxe furnishings, microwaves, fridges and DVD players, 32’’ LCD TV in all rooms-complimentary Hot Country Style Buffet breakfast with a wide selection (from scrambled eggs, omelettes, hash browns, sausages, ham and cheese Quesadillas along with Fresh Belgian waffles and bakery delights such as croissants, pastries, etc with juices and hot beverageshttp://www.bestwesterncountry.com/
Days Inn- offer meeting space to accomodate up to 30 people as well as 24 hour business cneter and audio/visual equipment LOCATION: - close to Cascade Casino, Langley Events Centre and Willowbrook Shopping  Mall - local attractions: Fort Langly National Historic Site, Greater Vancouver Zoo, Fraser Downs Raceway, Cascade Casino, Glen Valley Stables, Township 7 Vineyard and Winery, Fort Langly Golf Course; all minutes away from the hotelPACKAGES:- breakfast, gym, internet, pets (dogs only), truck/bus parking, car parking
Fix occupancy midweek issue
Fix occupancy midweek issue
Residents rate (10% off for Langley Residents) –ex. CapilanoBC Gold Encore Members receive a special rate (measurability)
Residents rate (10% off for Langley Residents) –ex. CapilanoBC Gold Encore Members receive a special rate (measurability)
websites through Tourism Langley, Wendel’s, the Fort, Euphoria Chocolates