Attracting Customers to Stella Gardens Resort and Spa in the Off-Season
Kamel, Annya (2023)
Kamel, Annya
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023060521559
https://urn.fi/URN:NBN:fi:amk-2023060521559
Tiivistelmä
This thesis is intended to analyze how the Egyptian hotel, Stella Gardens Resort and Spa attracts customers in the off-season. The framework of the study is divided into primary and secondary research from physical books, case studies, and previous hospitality cases of offseason improvements and customer attractions. Primary research consisted of three in-depth interviews with the marketing manager of the hotel, the CEO of a successful hotel in Cairo, and an AI translator and expert in Egypt. Additionally, a survey was distributed on 50 participants to understand their traveling behaviors and preferences.
The study found that Stella Gardens Resort and Spa uses a dynamic pricing strategy that changes according to the season and demand, offering discounts during the off-season to compensate for losses. In terms of marketing and understanding guests, the hotel's primary customer segments are foreigners from East European markets, while Egyptians tend to book during high seasons. The study findings show that the hotel should work on enhancing its online presence, encouraging early booking, incentivizing website booking, offering packages for loyal customers, utilizing all spaces for additional amenities, and using promotional pricing strategies to attract customers during the off-season.
By implementing these recommendations, Stella Gardens Resort and Spa can increase its competitive advantage and attract more customers during the off-season, ultimately leading to increased revenue and a stronger brand image. Upon analyzing the thesis, Stella’s feedback was positive and the marketing manager added that flight availability affects booking rate in addition to 25-30% discounts are applied to clients who book six months prior their stays. He also added that clients who stay longer than 21 days get a 10% discount on their stays. The manager noted that the recommendations part was very helpful and will be considered in the hotel’s future strategies.
The study found that Stella Gardens Resort and Spa uses a dynamic pricing strategy that changes according to the season and demand, offering discounts during the off-season to compensate for losses. In terms of marketing and understanding guests, the hotel's primary customer segments are foreigners from East European markets, while Egyptians tend to book during high seasons. The study findings show that the hotel should work on enhancing its online presence, encouraging early booking, incentivizing website booking, offering packages for loyal customers, utilizing all spaces for additional amenities, and using promotional pricing strategies to attract customers during the off-season.
By implementing these recommendations, Stella Gardens Resort and Spa can increase its competitive advantage and attract more customers during the off-season, ultimately leading to increased revenue and a stronger brand image. Upon analyzing the thesis, Stella’s feedback was positive and the marketing manager added that flight availability affects booking rate in addition to 25-30% discounts are applied to clients who book six months prior their stays. He also added that clients who stay longer than 21 days get a 10% discount on their stays. The manager noted that the recommendations part was very helpful and will be considered in the hotel’s future strategies.