MARKETING: Selling Cycle Diagram

Initially, to create awareness and knowledge of the hotel’s and its products and services, the hotel will engage in personal selling where sales employees will contact potential clients, their agents and intermediaries (distribution channels) and conduct presentations about the hotel in an effort to inform and generate sales. Specific intermediaries will be targeted, for example travel agents who cater to the needs of sports teams and the entertainment community will be contacted and informed about the hotel and its services.  The sales staff will also have a booth at the annual hotel show in New York (the largest hotel trade show) in the tears preceding and following the opening of the hotel.  During this stage, the message from the hotel will be, personalization or service, exclusivity and elegance.  Printed and electronic (internet) advertising will also be utilized to create awareness and product knowledge.  A highlight of the phase to secure sale is invite intermediaries (travel agents) to the hotel on familiarization trips for overnight visits to try the hotel.  To grow and solidify market share, a combination of personal selling, advertising, sales promotion and personal selling will be utilized on an ongoing basis, year round.  It should be noted that the hotel will engage in public relations during all states of the sales cycle.  The hotel will identify and support a cause and will ensure that all initiatives are reported in the media.   

Selling Schedule for first 18 Months

Time	Activities
6 months before opening	·         Advertising and direct selling ·         Print and electronic advertising ·         Develop and launch website
Opening Day	·         Opening party ·         Media invited ·         Travel agents/counselors invited ·         Travel magazine and travel writers invited
3 months after opening	·         Advertising and direct selling ·         Print and electronic advertising ·         Public relations events
6 months after opening	·         Advertising and direct selling ·         Print and electronic advertising ·         Public relations events