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.

1. Coast Hotel & Convention
Centre Langley City
Chanelle Gale, Colleen
Smith, Shivani Mukerji, Leslie
Lessard
British Columbia Institute of
Technology

2. Agenda
• Background & Problem Statement
• Key Findings
• SWOT
• Competitive Analysis
• Implementation Plan
• Evaluation
• Conclusion

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

6. Key Findings
• Domestic (BC)
• Business Partnerships
• Hotel Amenities

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

20. Remember
• Theme: Culture Tour in Fort Langley (Family Reunion)
• Target Market: VFR Baby Boomers & Families
• $159 Package Includes:
– Local chocolates from Euphoria chocolates
– Voucher to the Fort museum ($20, family rate)
– $20 Voucher to Wendel’s Café Maps and
brochures from Tourism Langley with trails in the
area (free)
– Free parking
– Wifi

21. Remember
Implementation
• Market channels open up through our partnership
businesses
• Langley Times, Langley Advance
• Internet Marketing through social media

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

24. Instagram Contest
#ReliveCoast #RememberCoast #RenewCoast

25. Budget

26. Evaluation
• Measurability:
– Click through rates
– Phone inquiries
– Retweets/followers
– Facebook likes
– Occupancy Rate
• Guest survey
• Customer Relationship Management

27. Conclusion

28. Questions & Comments
Thank you

29. References
• Tourism Langley: The Complete Story
• http://advertising.sunprovince.com/downloads/pngrates_display.pdf
• http://www.mackcollier.com/cost-of-social-media-in-2012/
• http://www.wendelsonline.com/
• http://www.coasthotels.com/hotels/canada/bc/langley/coast_langley/guestrooms
/comfort_one_king
• http://www.euphoriachocolate.com/Qstore/Qstore.cgi
• http://www.cascadescasino.ca/glacier_bar.html
• http://www.pc.gc.ca/lhn-nhs/bc/langley/visit/tarifs_fees_e.asp?park=78
• http://en-corporate.canada.travel/sites/default/files/pdf/Research/Product-
knowledge/TAMS/Canadian%20Travellers%20Culture%20and%20Entertainment/ta
ms_report_Canadas_heritage.pdf
• http://www.atme.org/pubs/archives/77_253_1108.cfm
• http://www.bcstats.gov.bc.ca/StatisticsBySubject/BusinessIndustry/Tourism.aspx