Date of Publication

2020

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Warren Go

Defense Panel Chair

Benison Cu

Defense Panel Member

Ayette Ostrea
Katherin Yupitun

Abstract/Summary

Located at the heart of Tagaytay City, The Lake Hotel Tagaytay is a Mediterranean-inspired hotel known for its majestic view of the Taal Lake and Volcano. With guest’s satisfaction as the main priority, the brand ensures that guests will have a wonderful experience all throughout their stay. The brand has eight room types and they provide amenities such as game room, KTV, fitness center, kiddie playroom, indoor pool, outdoor pool, dining, and free parking for guests. On Agoda.com, The Lake Hotel Tagaytay has an excellent rating of 8.1. Guests loved the hotel’s location, service, and cleanliness among other hotel aspects.

The Lake Hotel Tagaytay falls under the hotel industry, which is unfortunately one of the industries that have been affected the most due to the global health crisis brought by COVID-19 resulting in quarantine protocols and travel restrictions. According to Statista (2020), the hotel industry reached revenue of PHP 73 billion in 2017, PHP 76.1 billion in 2018, and PHP 79.8 billion in 2019. Considering the impact of COVID-19 to the industry, Statista (2020) has forecasted a decline of 41.30% in 2020 revenue vs 2019. Also, the projected annual growth rate is 23.5% from 2020 to 2023.

Based on the survey and focus group discussions conducted for this campaign, majority of the 202 survey respondents and 16 focus group discussion participants shared that they are willing to travel locally, specifically in Tagaytay, once travel restrictions are lifted. The Department of Tourism Philippine Travel Survey Report also supports this and has reported that domestic travel will help revive the tourism industry as 48% of their 12,732 survey respondents expect to travel locally within six months after travel restrictions are lifted. The top activities include beach trip, staycation, and roadtrip. With staycation being part of the top activities the target market is looking forward to, it serves as an opportunity for The Lake Hotel Tagaytay especially for travellers residing in Metro Manila, CALABARZON, and Central Luzon as they prefer to travel near home. The overall target audience sentiment revealed that the pandemic has been stressful and having a vacation sounds great. Safety, customer reviews, and price are the main considerations of the target market when booking a hotel in the new normal. With this, the big idea is “New Normal Staycation You’ll Enjoy” with campaign tagline “Comfort and Safety Guaranteed.”

This six-month Integrated Marketing Communications campaign aims to increase brand awareness and recognition, increase engagement, garner sales, and encourage positive word-of-mouth. The main IMC tool is digital marketing supported by advertising, public relations, and sales promotions. The total budget for the campaign is PHP 200,000.00 and the target revenue is PHP 16,954,587.48, inclusive of projected conversion from the campaign and forecasted daily operational sales.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Hotels—Marketing

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Embargo Period

8-25-2022

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