(insert your hotel logo here)

Sales & Marketing Plan  Enter Hotel Name Here 

 Year 

Director of Sales:  Name    

General Manager:  Name    

Created:       

Last Updated: Tuesday, May 09, 2023

This sample sales and marketing plan is provided as an example only. You are responsible for determining and implementing a sales and marketing plan that is appropriate for your

circumstances and that complies with all applicable laws.Sample Sales plan provide by HSMAI and Leadership Synergies, LLC.

Table of Contents

Mission Statement Strategic Planning Executive Summary How We Win in the future Marketplace Analysis Competitive Analysis by Segment Service Analysis Supply and Demand Trend Analysis Future Market Segmentation Analysis SWOT Analysis Key Issues & Opportunities Summary Key Strategies Capital Planning 2 - 5 Forecast 30

 Enter Hotel Name Here ‘s Mission Statement:

     

 Enter Hotel Name Here’s Property Overview:

     

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Strategic Planning Executive Summary

(High level overview of the business)

How we will win in the future

(List your strategic advantages)

Marketplace Analysis

(Local trends)

Competitive Analysis by Segment

(Key competitors strengths and perceived weaknesses)

Service Analysis

(Key service opportunities)

Supply and Demand Trend Analysis

(List trends and sources)

Future Market Segmentation Analysis

(Vertical segments like SMERF)

SWOT Analysis (inside out viewpoint)

(Strengths, Weaknesses, Opportunities, Threats)

Key Issues & Opportunities Summary

(Issues that leadership should pay close attention to going forward)

Key Strategies

(How to achieve goals and objectives)

Capital Planning

(What needs to be considered for capital investment?)

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2 - 5 Year Forecast

(How the market will look in the future based on current trends)

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 Enter Hotel Name Here Competitive Analysis Worksheet

Information Your Hotel Hotel #1 Hotel #2 Hotel #3

Year Opened                        Most Recent Renovation                        Total # of Rooms                        Total # of Suites                        Curb Appeal/Exterior Look                        Rank for Location                        Rank for Service                        Rank for Value                        Rank for Facilities                        Rank for Loyalty Program                        Rank for Web Site                        AAA Diamond Rating                        Number of Meeting Rooms/sq. Ft.                        Free Breakfast                        Exercise Area                        Pool                        Hi-Speed Internet                        Shuttle                        Parking Fees                        Business Center                        Other                        

Comments:      

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 Enter Hotel Name Here ’sMy Hotel S.W.O.T. Analysis

(Strengths, Weaknesses, Opportunities, Threats)

Strengths      

Weaknesses      

Opportunities      

Threats      

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 Enter Competitor #1 Here Competitor S.W.O.T. Analysis

Strengths      

Weaknesses      

Opportunities      

Threats      

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 Enter Competitor #2 Here Competitor S.W.O.T. Analysis

Strengths      

Weaknesses      

Opportunities      

Threats      

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 Enter Competitor #3 Here Competitor S.W.O.T. Analysis

Strengths      

Weaknesses      

Opportunities      

Threats      

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 Enter Your City or Metro Area Here Marketplace S.W.O.T. Analysis

Strengths      

Weaknesses      

Opportunities      

Threats      

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Target Market by Segment

Segment’s Needs  Enter Hotel Name Here ’s Offering to Segment

Positioning Statement:

Top 5 Accounts

Company Name Previous Year’s Volume

Notes

Top 5 Focus Accounts

Company NameHotel They

Are Currently

Using

Anticipated Volume

Notes

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Sales & Marketing Objectives and Action Items

Objective 1:      

Segment:  Corporate  

Action Item AnticipatedCost

Action Owner

ImplementationDate

Recap

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Target Market Segment #2  

Segment’s Needs  Enter Hotel Name Here ’s Offering to Segment

Positioning Statement:

Competitors:      

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Sales & Marketing Objectives and Action Items

Objective 2:      

Segment:      

Action Item AnticipatedCost

Action Owner

ImplementationDate

Recap

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Target Market Segment #3  

Segment’s Needs  Enter Hotel Name Here ’s Offering to Segment

Positioning Statement:

Competitors:      

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Sales & Marketing Objectives and Action Items

Objective 3:      

Segment:      

Action Item AnticipatedCost

Action Owner

ImplementationDate

Recap

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Target Market Segment #4  

Segment’s Needs  Enter Hotel Name Here ’s Offering to Segment

Positioning Statement:

Competitors:      

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Sales & Marketing Objectives and Action Items

Objective 4:      

Segment:      

Action Item AnticipatedCost

Action Owner

ImplementationDate

Recap

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Target Market Segment #5  

Segment’s Needs  Enter Hotel Name Here ’s Offering to Segment

Positioning Statement:

Competitors:      

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Sales & Marketing Objectives and Action Items

Objective 5:      

Segment:      

Action Item AnticipatedCost

Action Owner

ImplementationDate

Recap

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 Enter Hotel Name Here’s Future Sales & Marketing Actions

Year Two Objectives

                             

Year Three Objectives

                             

Miscellaneous Notes for Future Sales & Marketing Plans:      

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 Enter Hotel Name Here’sSales & Marketing Budget

Quarter 1 Quarter 2 Quarter 3 Quarter 4Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.

Advertising

Radio

Magazine

Online

Newspaper

Direct Mail

Billboard

Sales

Collateral

Promotional Items

Travel & Entertainment

Tradeshows

Other

TOTAL

Budget Items Details:      

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