Hotel Marketing Overview

Hospitality ON Awards ______

HOTEL MARKETING OVERVIEW

TARGET MARKET

GENERAL MARKETING

PRESS/TV/VIDEO MARKETING

PUBLIC RELATIONS

E-MARKETING

MARKETING A. TARGET MARKET Describe the target markets for the hotel in order of importance. Indicate the percentage for each demographic group such as Business/tourist/other. Explain briefly your strategy for marketing to each of your main demographic groups.

WITH YEAR-ROUND SUNSHINE, INTRIGUING DESERTS, BEAUTIFUL BEACHES, SHOPPING MALLS & FASCINATING Target Market ATTRACTIONS, DUBAI RECEIVES MILLIONS OF LEISURE AND 6% BUSINESS TRAVELERS EACH YEAR FROM AROUND THE 5% WORLD.

The latest jewel to adorn Dubai’s luxury lifestyle scene, Palazzo Versace Dubai stands as the centerpiece of the upcoming Culture Village district in the heart of Dubai. Exuding European grandeur and urban glamour, Palazzo Versace Dubai pays homage to the Versace brand and features signature elements such as gold ceilings, marble floors and Roman columns. Located less than 15 89% minutes away from the airport, beaches, Downtown Dubai and Burj Khalifa, Palazzo Versace Dubai is seen primarily by leisure travelers as an attractive urban resort option for their getaway in Dubai.

There are several reasons why leisure travelers see us as an ideal destination Leisure Business Groups/Other and which is why almost 89% of our guests comprise of leisure travelers. They find us as an ideal spot to:

• Celebrate with loved ones, either family, groups of friends or their partners • Relax and renew themselves with our choice of leisure facilities including Market Mix the spa, outdoor pools, and dining options • Get away from the mundane as our hotel is a destination in itself 4% 1% • Enjoy something unique as we are the only Versace-designed hotel in the 3% 5% Middle East and second in the world 4% • Shop and indulge themselves as we are located in close proximity to some 4% of Dubai’s most well-known malls including the Dubai Mall and also have 48% 2% our own Versace boutiques for clothes, home furnishings and jewelry 8% In order to create a more impactful and targeted strategy, we further segment the market by geo-location. As the GCC market (comprising of Saudi Arabia, UAE, Oman, Kuwait, Bahrain) has shown the most interest since the hotel 13% opened in November 2015, we have focused our marketing efforts in this region and also created separate strategies to attract traveler from other 8% international markets, as buyer behavior differs by market and holiday seasons in these markets. GCC China Europe UK Japan India Rest of the World Americas Australia CIS countries Rest of Asia A. TARGET MARKET Describe the target markets for the hotel in order of importance. Indicate the percentage for each demographic group such as Business/tourist/other. Explain briefly your strategy for marketing to each of your main demographic groups.

LEISURE TRAVELERS MICE/CORPORATE

We mainly attract leisure travelers In order to attract the with the creation of attractive groups/corporate market, we work packages, that mostly consist of with the Sales team in creating KEY TARGET MARKETS either experiences or incentives and special group packages, early bird (in order of importance) promote these during their peak discount offers, and producing travel periods (e.g. summer/winter corporate gift items for them to holidays, national/public holidays) present to clients while on road LEISURE TRAVELERS and using a combination of paid, shows. We then produce the MICE owned, earned and social channels. necessary collateral for them to promote these, through e-direct F&B All our offers can be viewed here: mailers, e-signature banners, ads in CORPORATE http://www.palazzoversace.ae/en/s tour operator brochures, WEDDINGS pecialoffers.html developing our presence at global travel markets, etc. SPA

F&B WEDDINGS SPA

We have different strategies in The SPA attracts a large amount of To promote the hotel as a wedding place for each restaurant and bar in local guests and hosting community destination we work on hosting the hotel. The peak periods for F&B events with local bloggers/social bridal events and editors of is usually from September till April. influencers who can write about the wedding publications to visit and During the low season (mostly in spa experience. experience the hotel first hand so June/July when Ramadan is they can promote it to their ongoing) we promote iftar and We also promote the spa by clientele/readers. suhoor and run other discounts. including it as part of room packages so that guests are enticed We also rely on social media to We usually promote the dining to book it. For example we created promote the event spaces and venues through social media, radio, a special offer called the STAY & advertise on wedding-related print, PR, online advertising and RELAX offer to attract the market websites. partnerships with key for spa treatments. These offers are airlines/banks. then promoted through paid, During the low season (usually in owned, earned and social media. the summer) we offer incentivized packages. A. TARGET MARKET

Explain to what extent your hotel’s business is affected seasonally, and the marketing steps to use to increase client volume off-season

STEPS WE USE TO INCREASE CLIENT VOLUME OFF-SEASON

We use a holistic step-by-step approach while communicating to our target markets (leisure travelers/corporate travelers/groups/diners/spa enthusiasts/wedding planners).

1. We identify which are the lean demand periods for the target market 2. We then create packages/offers with a unique selling proposition for each market (mostly through offering value-adds or incentives) 3. Once the offer has been created, we then work on the marketing plan to launch the offer in the market. While working on the plan we study the competition, key channels being used by the target market and booking patterns of the target market. 4. The marketing plan comprises a mix of earned, owned, paid and social campaigns with customized creatives and copy to suit the market. 5. The campaign is then launched for a specific period of time, mostly beginning a few weeks prior to the demand period so as to allow enough time for awareness and desire to be created for the market. 6. Results are reviewed during and at the end of the campaign to cross check with actual bookings and revenue A. TARGET MARKET

What marketing does the hotel take to maintain long-term customer loyalty?

SINCE WE ARE A NEW HOTEL WITHOUT THE BACKING OF A CORPORATE HEAD OFFICE ALREADY POSSESSING YEARS OF GUESTS DATA, CLIENT LOYALTY AND RETENTION IS OF KEY IMPORTANCE TO US.

There are a few initiatives we take to ensure we remain at the top of our previous guests minds.

• Dedicated CRM system where we can create customized email messages to send to specific target markets (previous guests of hotel, previous guests of restaurants, current in-house guests, etc.). An example of such an email can be seen to your right. • Partnerships with various airlines and banks to tap into their client network of high net worth individuals. • iPrefer loyalty programme by Preferred Hotels Group, the global hotel network company that we partner with. • Post-stay emails following up on guests experience at our hotel after they check out. OVERVIEW

TARGET MARKET

GENERAL MARKETING

PRESS/TV/VIDEO MARKETING

PUBLIC RELATIONS

E-MARKETING

MARKETING B. GENERAL MARKETING

Supply examples of below the line marketing for the hotel. Include brochures, direct mail, corporate gifts, samples of clothing, etc.

Hotel Fact Sheet Hotel Post Card

eDirect Mailers for Sales team to promote special offers

Hotel Gift Certificates B. GENERAL MARKETING

Supply examples of below the line marketing for the hotel. Include brochures, direct mail, corporate gifts, samples of clothing, etc.

Flyers distributed in the hotel to promote various dining offers

Samples of uniforms OVERVIEW

TARGET MARKET

GENERAL MARKETING

PRESS/TV/VIDEO MARKETING

PUBLIC RELATIONS

E-MARKETING

MARKETING C. PRESS/TV/VIDEO MARKETING

Present a selection of advertisements; include any advertising campaigns

WE LAUNCHED OUR WINTER HOLIDAY CAMPAIGN IN OCTOBER 2016 WITH THE AIM OF INCREASING ROOM BOOKINGS FROM VARIOUS MARKETS. WE OFFERED A 30% OFF OUR BEST AVAILALABLE RATE TO THE BOOKER. A 360 DEGREE INTEGRATED MARKETING CAMPAIGN WAS LAUNCHED COMBINING PR, DIGITAL AND PRINT TO PROMOTE THE OFFER.

Markets: GCC (UAE, KSA, Qatar, Kuwait), Europe (UK, Germany, Switzerland), India, Australia, China, Russia.

• Pay-per-click ads: targeted text-based ads based on user search queries on search engines • Online display ads in different languages with different messages for each market and across relevant travel and leisure websites using contextual targeting • Social Media: targeted ads to all markets on Facebook, Instagram and Twitter • eDirect Mailers to targeted databases (previous guests included) • Print ads in key publications in the target markets • Articles and press coverage in key publications

eDirect Mailer

TripAdvisor Business Listing Print Ads C. PRESS/TV/VIDEO MARKETING

Include details of media coverage gained from launch parties and events held at the hotel.

IN NOVEMBER 2016, A YEAR AFTER THE HOTEL OPENED, WE HOSTED OUR GRAND OPENING TO GREAT FANFARE, WITH DONATELLA VERSACE HERSELF PRESENT ALONG WITH AN ENTOURAGE OF SUPERMODELS. HERE ARE SOME SNAPSHOTS OF SOME OF THE MEDIA COVERAGE WE RECEIVED.

Grazia, Middle East Front Row, Mail Online and Daily Mail Vogue

The Telegraph

Harper’s Bazaar Elle Russia C. PRESS/TV/VIDEO MARKETING

Include details of media coverage gained from launch parties and events held at the hotel.

www.thetelegraph.co.uk

Q’s Bar and Lounge in Gulf News Enigma Restaurant in Conde Nast Russia

Enigma in Hotelier Middle East Vogue Ukraine CEO Middle East OVERVIEW

TARGET MARKET

GENERAL MARKETING

PRESS/TV/VIDEO MARKETING

PUBLIC RELATIONS

E-MARKETING

MARKETING D. PUBLIC RELATIONS

Present a selection of up to 5 published articles in newspapers, magazines or online

Russian Emirates

Architectural Digest Middle East Daily Design News D. PUBLIC RELATIONS

Present a selection of up to 5 published articles in newspapers, magazines or online

Modern Weekly/China

Harper’s Bazaar Bride, India

Architectural Digest Middle East D. PUBLIC RELATIONS

Present a selection of up to 5 published articles in newspapers, magazines or online

Conde Nast Traveler Magazine

Financial Times Citizen K Arabia

Paris Social Diary Elle Russia OVERVIEW

TARGET MARKET

GENERAL MARKETING

PRESS/TV/VIDEO MARKETING

PUBLIC RELATIONS

E-MARKETING

MARKETING E. E-MARKETING Provide your web address for scrutiny and highlight in writing any features you want to draw the judges’ attention to. If you have used e- marketing to attract additional business, please supply details.

BESIDES GUEST ENGAGEMENT AND RETENTION, ONE OF OUR KEY MARKETING OBJECTIVES IS TO GENERATE REVENUE FOR THE HOTEL. AS SUCH, MOST OF OUR ACTIVITIES ARE DONE WITH THE PURPOSE OF DRIVING TRAFFIC TO OUR WEBSITE IN ORDER TO INCREASE DIRECT BOOKINGS AND RELY LESS ON THIRD-PARTY WEBSITES FOR ROOM BOOKINGS.

Key features of the website: • Four languages – English, Arabic, Chinese and Russian • Social Media aggregator highlighting guests posts on Instagram • An AWARDS section highlighting all the awards won till date • MEDIA LIBRARY where visitors can download high and low resolution images of the hotel, logos, fact sheets and videos • CALENDAR that features all the current and upcoming events that guests can enjoy in Dubai • Share button options on all pages • SPECIAL OFFERS section that highlights all the ongoing promotions www.palazzoversace.ae guest can take advantage of • eNewsletter subscription area

Social Media ads across Facebook, Twitter and Instagram promoting the Winter Holiday offer based on Online display banners to promote the interests of target market: travel, luxury goods, etc. > Winter Holiday Offer on websites most relevant to the target audience > OVERVIEW

TARGET MARKET

GENERAL MARKETING

PRESS/TV/VIDEO MARKETING

PUBLIC RELATIONS

E-MARKETING

MARKETING F. MARKETING In your opinion why do you think this hotel should win an award in this category? If your hotel has a unique selling point, please start your statement with your USP.

AED 14 000 000

PALAZZO VERSACE DUBAI IS AN URBAN RESORT AED 12 000 000 LOCATED IN THE HEART OF THE METROPOLIS OF DUBAI. BECAUSE OF ITS ICONIC NATURE BEING THE AED 10 000 000 FIRST VERSACE-DESIGNED HOTEL IN THE MIDDLE AED 8 000 000 EAST, AND THE VARIETY OF FACILITIES AVAILABLE, THE HOTEL CATERS TO THE NEEDS OF DIFFERENT AED 6 000 000 TRAVELERS, BE IT LEISURE OR BUSINESS. AED 4 000 000 Those looking for a resort-like hotel located in the city center love our AED 2 000 000 hotel for its location and it’s beach-side resort feel, because of the waterfront views and outdoor pools, offering them a good balance AED 0 between business and leisure. The presence of The SPA and Nail Studio offers leisure travelers a rejuvenating stay option, while business travelers can get a quick fix before they start their hectic day. The hotel is also ideal for couples, whether they’re celebrating a TOTAL PR VALUE: 54,219,518 AED honeymoon or just a romantic getaway. Candlelight courtyard dinners, special bath menus, high-end couples spa treatments, a hidden oasis-like feel. make it ideal for these travelers. 60000 50000 Families find the variety of facilities and quaint nature of the hotel very refreshing. Our family-friendly pool and brunch, kids club and its 40000 various activities, variety of suites and residences, make it attractive for 30000 this group of travelers. 20000 10000 Our marketing efforts over the last year in promoting the hotel, its grand opening, facilities, offers, etc. has resulted in us achieving our 0 marketing objectives in the first year of opening, namely:

• Brand Awareness in our key source markets which can be seen in the phenomenal PR value we have generated in 2016 Facebook Instagram Twitter • Engagement and Retention of potential and previous guests, which can be seen with the growth in our social footprint • Revenue Generation TOTAL FACEBOOK FANS: 60,040 TOTAL INSTAGRAM FOLLOWERS: 44,782 TOTAL TWITTER FOLLOWERS: 8548 Thank you