phri presentation
TRANSCRIPT
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2008Hotel Marketing in Central JavaBe a good
HOST
Treat YourGUEST
Properly
Build a HOMESweet Home
Ir. H. Heru Isnawan, MMKETUA BPD PHRI JAWA TENGAH
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DIFFERENTIATION
BRAND
POSITIONING
Brand Integrity
3i Marketing Triangle
Being StrategyCore Tactic
Value Indicator
Positioning Differentiation - Brand
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PositioningBeing Strategy
Differentia
tion
Core Tactic
Selling
Mar
keting Mix
Process
Nice Core Elements of Marketing
Explore
(mind share)
STRATEGY
(market share)
TACTIC
Engage
(mind share)
VALUE
Execute
CoordinatedCentral Java
Strategy
CustomizedLocal
Tactic
ConsistentGlobal
Value
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HOTEL
Market Supply
SEMARANG OUTSIDE SEMARANGSTAR HOTEL STAR HOTEL
No. Classification Amount No. Classification Amount
1 5 Stars (Luxury) 4 1 5 Stars (Luxury) 1
2 4 Stars (First Class) 1 2 4 Stars (First Class) 6
3 3 Stars (Comfort) 4 3 3 Stars (Comfort) 12
4 2 Stars (Standard) 8 4 2 Stars (Standard) 13
5 1 Star (Tourist) 12 5 1 Star (Tourist) 31
Sub Total 29 Sub Total 63
NON STAR (MELATI) NON STAR (MELATI)1 Melati 3 15 1 Melati 3 108
2 Melati 2 12 2 Melati 2 230
3 Melati 1 28 3 Melati 1 431
Sub Total 55 Sub Total 769
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HOTEL
TREND NUMBER OF ROOM
YEARROOM AVAILABLE
STAR NON STAR
2001 5.216 15.635
2002 5.279 15.818
2003 5.371 16.209
2004 5.449 16.874
2005 6.098 17.724
2006 6.181 18.055
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0
2000000
4000000
6000000
8000000
10000000
12000000
14000000
16000000
18000000
20000000
Year 2002 2003 2004 2005 2006 2007
Tourist 14.744.000 16.001.260 17.457.776 15.759.444 15.314.118 16.064.510
1 2 3 4 5 6
THE VISIT OF TOURIST IN CENTRAL JAVA(DOMESTIC & FOREIGN)
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Class. Hotel / Room Facilities Class. Hotel / Room Facilities
1 star
2 stars
3 stars
Single room / Double Room
Guest Reception Service
Breakfast
Bath / Toilet or Shower
Fax service
Deposit
Single room / double room
Breakfast buffet
Room have toilet / shower
Color Television
Beverage available
Single room / bed room
Room with toliet / swr/bath
Reception open 24 hours
Beverage in rooms
4 stars
5 stars
Color Television
Credit / debit cards accept.
Restaurant
Single rooms/double rooms
Room service 24 hours
Minibar 24 hours
Cosmetic mirror, hair dryer
Arm chair / couch
Laundry & ironing services
Lobby / Restaurant / Bar
Single Room / bed room
Suites
Reception open 24 hours
Wash basin, cosmetic articl
Safe deposit in room
Reception hall, rest., bar
HOTEL FACILITIES
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CENTRAL JAVA TOURISM VALUE CHAINS
Food
Souvenirs
ConstructionAnd Building
Materials
Shopping
EntertainmentFinancialServices
PublicRelation &
Media
InternationalTransportation
Tour OperatorTour Agency
HOTELS
Restaurants
DomesticTransportation
Core activities
SuppliersServices Providers
Educational &Training Institute
GovernmentAgencies
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MARKETING 2008
1. Familization Tour
Tour Writer Tour Operator Mass Media
2. Road Show
Jakarta
Surabaya Singapore Kuala Lumpur
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Thank You
E-mail : [email protected] : http://hotelgrasia.blogspot.comWebsite : http://www.hotelgrasia.com
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