Marketing-assignment Trump hotel windy annie

Running Head: MARKETING ASSIGNMENT TRUMP HOTEL TORONTO 1

Marketing Assignment

Trump International Hotel & Tower Toronto

Instructor: Laurie Barnes

Student name: Hsuan Windy Yang, Mei-Lin Annie Chen

Student Number: 000377430, 000302906 SET B

Date: March 16th, 2016

Vancouver Community College

MARKETING ASSIGNMENT TRUMP HOTEL TORONTO 2

Contents

Introduction ................................................................................................................................ 3

Trump hotel Marketing Mix ...................................................................................................... 4

Product ................................................................................................................................... 4

Price ........................................................................................................................................ 5

Promotion ............................................................................................................................... 6

Place ....................................................................................................................................... 7

Process .................................................................................................................................... 8

Physical Evidence .................................................................................................................. 8

People ..................................................................................................................................... 9

Trump hotel Flower of service model ...................................................................................... 10

Information ........................................................................................................................... 10

Consultation ......................................................................................................................... 10

Order Taking ........................................................................................................................ 10

Hospitality ............................................................................................................................ 10

Safekeeping .......................................................................................................................... 11

Exceptions ............................................................................................................................ 11

Billing ................................................................................................................................... 11

Payment ................................................................................................................................ 11

Servicescape Analysis .............................................................................................................. 12

Findings .................................................................................................................................... 13

Conclusion ............................................................................................................................... 14

Appendix 1 ............................................................................................................................... 17

Appendix 2 ............................................................................................................................... 18

Appendix 3 ............................................................................................................................... 18


Introduction

Developed by Trump organization and operated by Donald J. Trump and his three

grown children, Trump hotel chain launched in October 2007 is the next generation of luxury

hospitality – one that is raising the bar in the top-tier travel experience with a level of

customized service unrivaled in the market.

" Trump Hotel Collection continues to raise the bar on the luxury travel experience by

delivering a sense of style and unrivaled customer service at our boutique hotels. With

the intimate involvement of the Trump family and full implementation of the Trump

brand standards, Trump Hotel Collection ensures the highest quality product while

maintaining ultimate uniqueness and outpacing the RevPar Index. Trump believes that

a successful operation is rooted in partnerships based on collaboration and flexibility."

(Trump hotels, n.d.)

They are now having fourteen properties, two of them are in Canada. Trump

International Hotel and Tower, Toronto was opened in 2012, while Trump International Hotel

and Tower, Vancouver will be opened in August 2016.

The paper will focus on the Trump Toronto hotel for detailed information and guest

feedback to support the marketing analysis.

The hotel, home to 261 guest rooms and suites, offers some of the most spacious

lodging in the city, and those who've visited tend to agree that the rooms don't disappoint.

"Visitors say that it's hard to find imperfection at the Trump International Hotel & Tower

Toronto — they describe the service as impeccable, the decor as beautiful and the rooms as

spacious and well-appointed." (Trump hotels, n.d.)


Trump hotel Marketing Mix

Product

In order to provide the unique and unsurpassed experience to match luxury and

modern travellers, Trump International Hotel and Tower Toronto, The Main revenues are

generated through selling hotel room and resident units to customers. Moreover, there are a

set of other facilities and products that also contribute to the level of revenue stream namely

restaurants, bars, spa, fitness centre, swimming pool, banquet services, catering and laundry

services and so on. Evolving these products and services with room divisions yields the

revenues as a whole.

Typically, products for Trump International Hotel and Tower Toronto are divided into

three classifications: core, facilitating, and supporting products.

First of all, core products can be described as a fundamental form of a product that is

the primary reason for customers purchasing from a business (Lovelock & Wirtz 2011). Core

product for Trump International Hotel and Tower Toronto is hotel rooms that accommodate

customers for a specific period of time. Peripheral services can be sketched as additional

products and services beyond the core product that Trump Hotel Toronto provides to earn

competitive edge in the market share (TRUMP HOTELs 2016).

Next, facilitating products involve an array of supplementary service elements that

mutually reinforce value-added enhancements in consumption of core product (Lovelock &

Wirtz 2011). Customers not only consider the value of core product, but also compared to

these value-added facilitating products will bring in higher guest satisfaction. Trump Hotel

Toronto offers a range of facilitating products such as restaurants, bars, superior level of

modern convenience, namely, meeting and event facilities, and Toronto’s most luxuries spa


and salon, as well as a heated infinity Salt Water Lap Pool, fully equipped fitness centre and

online reservation facilities (TRUMP HOTELS 2016).

Last, but not least, supporting products contain additional products and services that

are provided so that a firm can acquire competitive advantage for the business by escalating

the value of core products and services (Lovelock & Wirtz 2011). A set of supporting

products offered by Trump Hotel Toronto consists of 24/7 room service, free newspapers,

magazines, 24/7 concierge service, overnight laundry and dry clean, personal assistance and

shopping, nanny services, exclusive amenities, and personalized stationery, business cards,

in-room fax machine and computer, upon request (TRUMP Toronto). Moreover, augmented

products offered by Trump Hotel Toronto include THE TRUMP CARD Privileges Program

is a royalty program that rewards to its most royal guests who are eligible earning credit or

bonuses through each nigh stayed in room at a participating Trump Hotel. These credits or

bonuses can be redeemed as mini-bar credit, and upgrades and free nights. In addition,

TRUMP KIDS and TRUMP PET are provided by Trump Hotel Toronto.

Price

Pricing strategy in a dynamic hospitality industry often highly adjusted over time

according to some crucial factors such types of travellers, time, place, and level of demand

(Lovelock & Wirtz 2011). Looking at the bottom-up starting price as a Superior Double

Room/ one King Bedroom with a space from 550square feet, it is considered some of largest

and luxurious accommodations in Toronto. For sure, Trump Hotel Toronto employs premium

pricing strategy that involves charging high level prices for products and services with

excellent quality and additional characteristics and features. From the classification provided

by Trump Hotel Toronto can be specified as sophistication without pretension, attention

without intrusion, and five star services without boundaries regarding to its pricing strategy

(TRUMP HOTELS 2016).


Promotion

Obviously, the perspective of promotion is making targeted consumers to understand

the products, and encourage them to take action at a specific time. Ideally, in order to

encourage consumption when demand is low, the activities of promotion are often designed

to manipulate immediate purchases (Lovelock & Wirtz 2011).

Broadly, various components of promotion mix, are been used by Trump Hotel

Toronto, include advertising, public relations, and sales personnel promotion.

First of all, “unique among the world’s finest luxury hotels with impeccable services,”

Trump Hotel Toronto describes itself on its website. This marketing message is presented

through a series of specific elements of advertising promotional strategy including

newspapers, magazines, professional level management magazines such as Forbes, Fortune,

The Economist, Financial Times, and its own Press Room as well as the broadcast

advertisements such as television, radio, online travel agencies, and social media.

Moreover, Donald Trump,, himself, can be playing a major role of public relations

because his speeches have been recognized controversial. One of his strategies of public

relations can be dominating the media is a key to bring the brand of “Trump International

Hotel & Tower” out of others. Also, Trump International Hotel & Tower supports St. Jude

Children’s research Hospital, Adopt-A-Family through Hope For Children, Harry’s Spring

Run-Off supporting prostate cancer research, Bake Sale for Breast Cancer Research, North

York Harvest Food Bank, National Children’s Hospital, and Breast Cancer Walk, and so on.

Another promotion strategy that has been used is that company sales representatives

contact to potential customers through a diverse platform with its goals of making a sale as

well as its service personnel engages in promotions while services provided.


Last, but not least, special offers and TRUMP CARD ® Privileges are employed on

its company website not only encourage the extension of stay, but also, increase the level of

revenues by gaining points, and exclusive amenities and facilities.

Place

Where the making the products and services available to consumers, when and how

they prefer them as well as the ultimate aimed of the distribution strategy for Trump Hotel

Toronto. Since smart devices have been popular with extensive use of internet, Trump hotel

Toronto heavily depends on the information technology and internet in a diversity of formats

such as direst booking through the official website of Trump International Hotel & Tower,

online travel agencies, and social media.

Firstly, the official website of Trump Hotel Toronto serves as a user friendly and

effective platform for service distribution as it is supplied with an ample series of

characteristics and capabilities offering practical assistance to customers such as booking a

room, planning events and weddings, scheduling meetings and special offers. Additionally,

centre reservation line is available (TRUMP HOTELS 2016).

Secondly, online travel agencies are also one of the distribution strategies for Trump

Hotel Toronto. These agencies are Reservations.com, SECURE RESERVATIONS, trivago,

tripadvisor.ca, booking.com, Expedia.ca, priceline.com, and so on.

A wide range of conveniences associated with internet through mobile applications,

social media is adopted as another effective instrument by Trump Hotel Toronto in

distribution of its products and services including Tumblr, Facebook, Twitter, Google+,

YouTube, and so on (TRUMP HOTELS 2016).


Process

Designing effective service processes is very important so that a firm must create an

implementable service blueprint that is easy for the front line employees to perform their

duties well (Lovelock & Wirtz 2011). Through hiring, there are three pillars of Donald J.

Trump’s success: passion, drive, and enthusiasm. In order to achieve Trump Hotel’s vision

“create the preeminent luxury hotel brand in the world,” there are some specifications of

character traits including trustworthiness, openness, engagement, consideration, passion,

service, positivity, and personality. Providing an unparalleled guest experience that ultimately

translates into the success of all of its stakeholders, such as owners, and developers achieves

the competitive advantage.

Physical Evidence

Physical evidence can be sketched as tangibility of Trump Hotel Toronto services and

physical outcome that is generated from consumption of the service (Lovelock & Wirtz 2011).

By looking at the name of Trump International Hotel and Tower, a bright upscale

skyscraper building is significantly suited in the hub of downtown business and entertainment

district. Besides the shining beacon of excellent appearance with sixty-five story, more

specific to the physical products are the rood divisions with a range of facilitating products

such as the spectacularly designed lobby and high-speed elevators, to the vibrant signature

restaurant, bars as well as swimming pool, spa, fitness centre, and so on. There are total 261

guest rooms and suites divided in to six types of accommodations exquisitely finished in an

elegant, cosmopolitan style offered by the Trump International hotel & Tower Toronto

(TRUMP HOTELS 2016).

1. Superior & Deluxe Guest Rooms

2. Superior & Deluxe Suits


3. Grand Deluxe Suite

4. Grand Deluxe Two-bedroom Suite

5. Trump Sky Suite

6. Trump Wellness Suite

Suited on the south east corner of Bay and Adelaide, Trump Hotel Downtown can be

the uniqueness and the closeness of no hotel else from the city’s finest attractions including

the CN tower, Rogers centre, Air Canada, Metro Toronto convention centre, Toronto Stock

Exchange.

From the above classifications, Trump Hotel Toronto also profoundly manages

“servicescapes” such as outstanding customer service provision, and inclusion of tangible

goods within the service.

People

According to the Service marketing textbook written by Lovelock, C. & Wirtz, J.

(2011), authors state that direct interaction between customers and service employees is

strategically recognized as an important factor in many service firms. Therefore, from

recruitment, training, and motivating these service employees, human resource department

needs to seek individuals whose personality and attitudes match organization’s goals and

missions.

Mostly, people that have direct implications on Trump Hotel Toronto performance

can be allocated into two classifications, such as employees and suppliers. First of all,

employees are classified as marvellous influence on service outcome, and as a result, on the

level of profitability of Trump Hotel Toronto through their performance. Furthermore, a wide

range of suppliers and the performance of people employed by these suppliers also may have

an indirect implicated impact to Trump Hotel Toronto.


Trump hotel Flower of service model

Information

Information can be found and it is accessible from the Trump hotel official website. The

website shows hotel introduction, address, directions to hotel, hotel facilities, services offered,

reservations information, pricing, detailed room information, amenities and layout of the room.

Consultation

Guests are provided with hotel email address and reservations number to contact the

hotel for further assistance. As for meetings and special events, customers can reach the hotel

sales team by filling out forms online request for proposal.

Order Taking

The hotel is accepting reservations through online booking, telephone booking. The

hotel chain is also taking enrollment for membership, Trump card privileges program. Trump

gift card is also available for purchasing.

Hospitality

The name Trump represents high quality and unwavering high standard of services.

The signature Trump Attaché™ service is available to all hotel guests 24 hours a day offering

everything from personal assistance and luggage-free traveling to personalized business cards

and stationery. Services and amenities include: America restaurant located on the 31st floor,

The Calvin Bar, 24-Hour in-room dining, 15,000 square-foot Purebeauty Salon & Spa™,

State-of-the-art health club located on the 32nd floor, heated indoor Infinity Salt Water Lap

Pool and Clean-Stream Whirlpool and dry sauna located on the 32nd floor, overnight laundry

and dry cleaning, personal assistance and shopping, personalized stationery, business cards,

in-room fax machine and computers, upon request and 24-hour concierge service.


Safekeeping

The hotel offers nanny services, valet parking, pick-up services, baggage handling

services, safe deposit boxes, and having security on-site.

Exceptions

Trump Attaché™ service is the feature of Trump hotel chain. " Trump Attaché

delivers personalized attention without intrusion, offering a comprehensive brand of VIP

treatment on request, and even sometimes before it. Best, Trump Attaché meticulously

records individual preferences in a private, secure guest history to be referenced and updated

with every visit. Nothing is off limits, Just ask. Or don't and let us anticipate your needs. "

(Trump hotels, n.d.)

Services available through Trump Attaché™ include: Pre-arrival and departure set up

transportation, dining suggestions and reservations, site seeing suggestions and reservations,

museum and attraction tickets, grocery stocking, special amenity set up, pet walking services,

nanny services, personal shopping, personal training and exercise machine rentals in room,

use of house cars, floral arrangement requests, messenger services. (Trump hotels, n.d.)

Billing

After making a reservation with the hotel, guest will receive receipt, reservation

confirmation or invoices for individual transactions. When book a room online, customers

are able to conduct self-billing and make selections among different room types and services.

At hotel front desk, guests can see the amount due displayed on the machine or billing paper.

Payment

Hotel guests are provided with different ways of payment. Self-serving choices such

as entering credit card, debit card number online, or mail a check. Another option for making


payment is to pay directly to payee or intermediary like cash/check handling or change giving,

coupon redemption (Trump gift card).

Servicescape Analysis

Customers quite often rely on physical evidence or tangible cues in order to evaluate a

company or services provided before the purchase. The servicescape elements that influence

customers include facility exterior design (e.g. signage, parking, surrounding environment,

landscape) and facility interior design (e.g. layout, equipment, signage, music and lighting)

Bitner (1992) classifies three dimensions of the physical environment that influence

customers’ holistic perception of the environment (e.g. perceived quality) and their internal

responses (e.g. satisfaction with the environment) as well as external responses (e.g.

approach-avoidance). Those dimensions are: ambient conditions, space/function, signs,

symbols and artifacts. Bitner’s (1992) framework of servicescapes, customers respond to the

environment either cognitively, emotionally or physiologically. (Cicenaite & Maciejewska,

2012)

Trump hotel pays attention to fine details – “small things help make big moments”

The rooms include custom-designed furnishings, marble bathrooms, floor-to-ceiling windows,

even a Trump pillow. (Nguyen, 2013). Once you step into the hotel lobby, the sophisticated

color of purple, black, golden yellow brings you the sense of elegant. Crystal chandeliers,

bright lightening, light music are welcoming their guests. An article showed a report of

Trump hotel Toronto, the comment for Trump hotel Toronto said

"They’re luxurious, with magazine-worthy decor and plush carpeting. But what puts

these accommodations over the top are such details as fine cotton Italian bedding and

the user-friendly bedside controls for lighting and drapes (on both sides of the bed).

The white-porcelain bathrooms sport large baths, glass showers, heated floors and in-


mirror HDTVs so you don’t miss a minute of the financial report or Celebrity

Apprentice. The suites feature electric fireplaces, powder rooms and sofa-beds.

Purebeauty Salon & Spa is remodelling and adding men’s services to its mani-pedi

and hair salons. The spa is surrounded by windows overlooking the skyline and Lake

Ontario — and it’s licensed, so you can kick back during your treatment with a

Scotch — or yes, more Champagne and caviar." (Lash, 2015)

Findings

From the information above, opened in 2012, an upscale high rise building of Trump

Hotel Toronto has its shinning power beauty located on the centre of financial and

entertainment district with stunning interior decor theme, just like discussion through service

marketing mix products and services with its physical evidence as well as information

provided from flower above perfectly presents to its target marketing.

Furthermore, the differentiation of Toronto’s most luxurious facilities and customized

amenities from other boutique hotels is one of its outstanding advantages that boost its core

product’s value.

Additionally, people who are engaging to their guests provide professional and

unparalleled services that reflect on its high standard of pricing strategy. Therefore, finding a

right person, doing the right thing, presenting to the guests, and serving at the right place are

very crucial.

By analyzing Flower of Service Model’s information and consultation, and the place

and promotion of the 7 Ps of Service Marketing, the homepage of its interface is user-friendly

and clearly stated its promotion deals, room types, and special event requests. For customer’s

perspective, the service called Trump Attaché is tech-connected that offers to customize

guest’s visit online.


Trump Hotel Toronto promotes itself as a five-star icon hotel which differs from other

boutique hotels in Toronto. Using the pricing strategies, and highlighting its unique modern

decor and remarkable services through service personnel with a spacious room division make

a big difference. Also, encouraging direct booking and enrolling in its TRUMP CARD

Privilege Program on its official website lead to a lowest guarantee deal.

Looking at online reviews, most comments for Trump Hotel Toronto are its luxurious

interiors and impeccable hospitality that exceed its elite travelers as well as its America

Restaurant, The Calvin Bar, and facilities. Most reviews from tripadvisor.ca, the highest rate

are given from the more than a thousand out of twelve hundred and seventeen reviews to

value, location, sleep quality, rooms, cleanliness, and service.

Using these distinguishing market mix strategies with thoughtfulness and astuteness

alone, Trump Hotel Toronto has successfully conveyed its five-star icon of opulence message

to its elite consumers.

Conclusion

In conclusion, with its spacious accommodations from at least 550 up to 1350 square

feet and supporting products such as spa, fitness centre, swimming pool, catering functions,

and augment products namely unparalleled customer service and royalty program, Trump

Hotel Toronto has clearly stated its unique beauty and intangibly excellence in service to its

target customers.

Overall, staff from reception, room division, service, valet parking, turn-down service,

other amenities, and restaurant and bar, and spa and fitness are exceptional, and unforgettable.

Guests are treated to feel very special.

Through the 7 P’s of Service Marketing, Flower of Service Model, and Servicecape

analysis, Trump Hotel Toronto has its specific target markets; thus, it is obvious that from its


products and services, Trump Hotel Toronto has successfully conveyed its specific

characteristics to the market and employed these marketing strategies effectively.

Reference

Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and

employees. Journal of Marketing, 56(2), 57. doi:10.2307/1252042

Cicenaite, E., & Maciejewska, M. A. (2012, May). The role of the perceived servicescape in

a supermarket. Retrieved from http://hj.diva-

portal.org/smash/get/diva2:535481/FULLTEXT01

Lash, R. (2015, January 22). Trump Toronto has stylish young vibe. Retrieved March 13,

2016, from O Canada com, http://o.canada.com/travel/trump-toronto-has-stylish-young-

vibe

Nguyen, K. (2013, April 4). Copy of customer service. Retrieved March 13, 2016, from Prezi

Inc., https://prezi.com/25fqjphwa9gs/copy-of-customer-service/

Tripadvisor. (2016). Trump international hotel & tower Toronto - hotel reviews, deals -

Ontario. Retrieved March 11, 2016, from Tripadvisor,

https://www.tripadvisor.ca/Hotel_Review-g155019-d1985963-Reviews-

Trump_International_Hotel_Tower_Toronto-Toronto_Ontario.html

Trump Hotel Collection. (2013, March 15). Trump. Retrieved March 12, 2016, from

Hospitality Net, http://www.hospitalitynet.org/brand/23000292.html

Trump hotels. Trump hotel CollectionTM– our hotels. Retrieved March 11, 2016, from

Trump hotels, https://www.trumphotelcollection.com/international-hotel-collection.php

Trump hotels. Trump hotel CollectionTM– for developers. Retrieved March 11, 2016, from

Trump hotels, https://www.trumphotelcollection.com/luxury-hotel-development.php


U.S. News & World Report L.P. Trump International Hotel & Tower Toronto. Retrieved

March 12, 2016, from U.S. News & World Report L.P,

http://travel.usnews.com/Hotels/review-

Trump_International_Hotel_and_Tower_Toronto-Toronto-Canada-104732/


Appendix 1


Appendix 2

Appendix 3

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