MARKETING FOR TOURISM

PRESENTATION

GROUP PROJECT
REQUIREMENTS
 I. Introduction to Park Hyatt Saigon

Established: 2005.
Location: 2 Lam Son Square, District 1,
Ho Chi Minh City.
Architecture: French colonial elegance
meets modern sophistication.
Accommodations: 245 luxurious rooms
& suites
 I. Introduction to Park Hyatt Saigon

Market Leadership

Brand: Globally renowned

Park Hyatt, synonymous
with personalized luxury

Reputation: Premier 5-star

hotel in Vietnam, hosting
dignitaries & celebrities
 I. Introduction to Park Hyatt Saigon

Awards:

Condé Nast Traveler Readers' Choice

Awards (multiple years)

Travel + Leisure World's Best Awards

World Luxury Hotel Awards

 I. Introduction to Park Hyatt Saigon
Vision: To be the icon of luxury and
refinement, offering unparalleled
experiences in Vietnam.
Mission:
Deliver world-class, personalized
service that exceeds expectations
Cultivate a passionate, guest-
centric team
Contribute to the community and
Vietnam's tourism industry
 I. Introduction to Park Hyatt Saigon

“Luxury is Personal”
=> “Personalizing customer experience”
is the slogan that Hyatt Group in general
and the Park Hyatt brand in particular
have proposed and implemented for
many years.
 II. Business Environment Analysis (PESTEL)

1. Political:
Stable political environment:
Vietnam's stable political climate
fosters tourism growth.
Supportive policies: Government
incentives encourage investment
in tourism, especially in the
luxury segment.
Examples: Tax breaks, streamlined
licensing, and infrastructure
development.
 II. Business Environment Analysis (PESTEL)

Bar chart showing the growth of international tourist arrivals in Vietnam over the past 5
years (Source: Vietnam National Administration of Tourism)
 II. Business Environment Analysis (PESTEL)
2. Economic:
Steady economic growth:
Vietnam's GDP growth provides
a strong foundation for tourism
development.
Rising middle class: A growing
middle class with higher
disposable income fuels demand
for luxury travel.
Stable exchange rate: The stable
VND/USD exchange rate attracts
international tourists.
 II. Business Environment Analysis (PESTEL)

Social:
Trend towards experiential travel and cultural immersion.
Strong preference for international luxury brands like Park Hyatt.

Technological:
Online platforms (OTAs, social media) are key for customer reach.
Park Hyatt leverages technology to enhance guest experiences.
 II. Business Environment Analysis (PESTEL)
Environmental:

Growing demand for

sustainable tourism.
Park Hyatt implements
green initiatives to meet this
demand.

Legal:
Full compliance with
Vietnamese tourism, labor,
and environmental laws.
 II. Business Environment Analysis (PESTEL)
Overall:
Favorable business environment with growth opportunities.
Key challenges: Competition, environmental concerns, adapting
to changing regulations.
 III. Target Customer Analysis:

Demographics:
Age: Primarily 35-65 years old
Gender: Balanced mix of male and female
Income: High to very high disposable income
 Age Distribution: 35 - 44

Age Distribution: 45 - 54

Age Distribution: 55 - 65
Age Distribution: 55 - 65
25%

Age Distribution: 35 - 44
35%

Age Distribution
Age Distribution: 45 - 54
40%
Gender Distribution Male Female

Female
45%

Male
55%
 High Very High

Very High
30%

High
70%

Income Level Distribution

 III. Target Customer Analysis:

Geographic:
Domestic: Affluent travelers from major Vietnamese cities:
Ho Chi Minh City
Hanoi
Da Nang
Can Tho

International:
Asia-Pacific: China, South Korea, Japan, Singapore, Australia
North America: USA, Canada
Europe: UK, France, Germany
III. Target Customer Analysis:

Domestic Market: Focus on high-

income individuals seeking luxury
experiences in their own country.

International Markets: Tailor

marketing efforts to cultural
preferences and travel motivations
of each region.

Emerging Markets: Explore

potential in growing luxury travel
markets like China and India.
 III. Target Customer Analysis:
Psychographics:
Lifestyle: Affluent, sophisticated, seek unique experiences
Values: Quality, personalized service, exclusivity, authenticity
Interests: Travel, fine dining, arts, culture, wellness
 III. Target Customer Analysis:

Behavior:
Booking: OTAs, direct, travel agents
Purpose: Leisure, business, special occasions
Loyalty: Value loyalty programs and personalization
Information Sources: Online reviews, social media,
travel publications
 IV. Competitor Analysis
Key Competitors:
The Reverie Saigon
Sofitel Legend Metropole Hanoi
Sheraton Saigon Hotel & Towers
IV. Competitor Analysis
Park Hyatt Saigon: Strong in luxury and service, opportunity to
enhance cultural experiences.

The Reverie: Most luxurious, but less focus on cultural immersion.

Sofitel Legend: Unique historical charm and strong cultural

appeal.

Sheraton: Appeals to a broader market with competitive pricing.

 IV. Competitor Analysis
Strategic Implications for Park Hyatt Saigon:
Differentiate: Emphasize unique cultural experiences and
personalized service to stand out.

Target: Focus on affluent travelers seeking luxury and authentic

Vietnamese experiences.

Positioning: Maintain premium pricing while highlighting value

through unique offerings.
 V. SWOT Analysis
Strengths: Strong brand reputation, prime location, luxurious
amenities, exceptional service.

Weaknesses: High price point may limit some segments, potential

competition from newer luxury hotels.

Opportunities: Growing demand for luxury travel in Vietnam,

increasing interest in cultural experiences, potential for
partnerships with local businesses.

Threats: Economic downturns, increased competition, negative

reviews or incidents affecting brand image.
 VI. THE MARKETING PLAN:

Marketing Objectives

Increase room revenue by 15% within

one year.

Increase direct bookings through the

hotel website by 10% within six months.

Achieve a 95% guest satisfaction rating

within the next year.
 VI. THE MARKETING PLAN:
Marketing Strategies
Product:
Elevate luxury: Continuously upgrade rooms, suites, and
facilities to maintain a cutting-edge, opulent experience.

Diversify offerings: Create tailored packages for couples,

families, and business travelers.

Curate experiences: Offer unique, immersive experiences

that showcase Vietnamese culture and local attractions
(e.g., private cooking classes, art tours, bespoke
excursions).
 VI. THE MARKETING PLAN:

Marketing Strategies
Pricing:

Dynamic pricing: Adjust rates based on seasonality and

demand to maximize revenue.

Value-added packages: Bundle accommodations with dining,

spa treatments, and activities to enhance perceived value.

Loyalty rewards: Offer exclusive discounts and benefits to

World of Hyatt members to foster repeat business.
 VI. THE MARKETING PLAN:

Marketing Strategies
Distribution:

Optimize online channels: Ensure a seamless booking

experience on the hotel website and mobile app.

Partner with OTAs: Leverage platforms like Booking.com and

Expedia to reach a wider audience.

Cultivate direct bookings: Incentivize direct bookings

through special offers and personalized service.
 VI. THE MARKETING PLAN:
Marketing Strategies
Promotion:
Social media: Share captivating visuals and stories that
highlight the hotel's luxury, experiences, and promotions.

Digital advertising: Target affluent travelers with tailored

ads on platforms like Google and social media.

Public relations: Secure positive media coverage and partner

with influential figures in the travel industry.

Email marketing: Send personalized offers and curated

content to build relationships with guests.
 VI. THE MARKETING PLAN:
Implementation Plan
Timeline:
Phase 1 (Months 1-3): Refine product offerings, update
website and marketing collateral, and launch social media
campaigns.

Phase 2 (Months 4-6): Implement dynamic pricing, launch

promotional packages, and expand OTA partnerships.

Phase 3 (Months 7-12): Focus on guest feedback and loyalty

program engagement, monitor and optimize marketing
performance.
 VI. THE MARKETING PLAN:
Budget:
Allocate resources strategically across channels based on
expected ROI.

Continuously track and adjust spending based on

performance data.

Responsibilities:
Clearly define roles and responsibilities for each marketing
team member.

Establish regular communication and reporting to ensure

alignment and progress tracking.
 VI. THE MARKETING PLAN:
Measurement & Evaluation
Financial:
Room revenue
Overall revenue (including F&B, spa, etc.)
Average daily rate (ADR)
Revenue per available room (RevPAR)
Operational:
Occupancy rate
Guest satisfaction (NPS)
Marketing:
Website traffic
Social media engagement (likes, shares, comments)
Direct booking conversion rate
 VI. THE MARKETING PLAN:
Measurement Tools:

PMS (Property Management System): Track reservations,

revenue, and occupancy.

Google Analytics: Analyze website traffic, user behavior, and

conversion rates.

Social media analytics tools: Measure engagement and reach on

platforms like Facebook and Instagram.

Guest surveys: Gather feedback on satisfaction and identify

areas for improvement.
 VI. THE MARKETING PLAN:
Regular Reporting:
Monthly performance reports to track progress against KPIs.

Quarterly reviews to assess overall strategy effectiveness.

Adjustments made as needed based on data insights.

 VI. THE MARKETING PLAN:

Conclusion
Park Hyatt Saigon is well-positioned in the luxury market, with
opportunities to enhance cultural offerings.

The marketing plan focuses on differentiating through

personalized service and unique experiences.

A multi-channel approach targets affluent travelers seeking

luxury and cultural immersion.

Data-driven measurement and evaluation will ensure

continuous improvement.
 VI. THE MARKETING PLAN:

Conclusion
Value Proposition:
This plan will drive revenue growth, increase brand awareness,
and enhance guest satisfaction.

By focusing on the target audience's needs and desires, Park

Hyatt Saigon can strengthen its position as a leading luxury
hotel in Vietnam.
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