Tourism Situational Analysis

Situational Analysis

• The five A's are attractions, activities, accessibility, accommodations, and amenities.
• Micro analysis involves competition, potential partners, and customers.
• Competitors include Hotel Universal Port, Art Hotel Osaka Bay, and Hotel Nikko Osaka.
• Potential partners are Shiseido and Japan Airlines.
• The customer base has strong demand from the Japanese market.
• Target customers are couples, families, and solo travelers.
• Typical stays are short to medium, up to 6 days.

Objectives

• Setting SMART objectives means that they are specific, measurable, achievable, relevant, and time-bound.
• Vision refers to what is aimed for in the long-term future.
• Mission refers to what is being accomplished right now.

Triple Bottom Line

• It involves caring for the planet by reducing pollution.
• Support and fair pay are provided for the employees.
• It aims for sustainable and sufficient profitability.

Ways to Create Customer Value

• Operational excellence
• Product Leadership
• Customer Intimacy

Macro Trends

• Weak Yen impacts economic trends due to Japan's low interest rates.
• Strong Korean won makes Japan more affordable for visitors.
• The strong won provides a short-term benefit with dependency risk exists if the won weakens.
• Socio-culturally, 30% of Koreans prioritize quality dining.
• Osaka is known as "The Kitchen of Japan" and a historical trade hub.
• There is an opportunity to invest in food and beverage in Osaka.
• Political tensions between Korea and Japan risk impacting the hotel negatively.
• Tensions in 2019 led to 48% fewer South Korean visitors in August.

Our Objective

• To achieve operational excellence.

UN Sustainable Development Goals (UNSDG)

• SDG 7 focuses on sustainable, reliable, and affordable energy.
• A 5% reduction in energy consumption via LED lighting.
• Source 30% of energy from renewables such as solar.
• SDG 12 focuses on sustainable consumption and production.
• A 30% reduction in food waste is targeted using tracking systems.
• Goal to eliminate 90% of single-use plastic by using alternatives.

Strategy

• Segmentation leads to strategy, which informs positioning.

Segmentation Types

• Geographic, demographic, behavioral, and psychographic.

Segmentation Criteria

• Should be substantial, measurable, accessible, differentiable, and actionable.
• The persona of the experience seeker is the large cities, aged 40–44, income ~60,000.
• Values simplicity, is research-driven, and follows trends.
• Willing to pay a premium for quality.

Targeting

• Important to bee determined: (ITBD)
• Questions for determining persona is who, why and how?
• Ha-Yoon Kim is a 42-year-old Cafe & Bakery Chain Owner.
• Married with two kids aged 10 and 12.
• Lives in Busan, South Korea.
• Has a Bachelor's in Hospitality Management.
• She is an extrovert, shops online, and uses OTAs.
• Enjoys cherry blossoms, kids’ activities, and sustainability.
• Prefers the brands Laneige, Lululemon, and Klook.
• Uses the channels Instagram, KakaoTalk, and YouTube.
• Wants to start a travel blog and travel with kids.
• Family responsibilities and financial security are frustrations.
• Requires a convenient, family-friendly hotel for functional needs.
• Looks for a shared cherry blossom experience and dining for social needs.
• Desires to recharge and enjoy quality family time for emotional needs.

Positioning

• Positioning is based on Points of Parity (PoP) and Points of Differentiation (PoD).
• Positioning focus is on comfort, convenience, and family-friendly facilities.

Hotel Comparisons

• Grand Prince Hotel has high comfort and convenience with a great location, spa, and dining.
• Family Facilities are medium-high with some kids’ areas and a shuttle to attractions.
• Art Hotel Osaka Bay has high comfort and convenience with good transport and is relaxing.
• Family facilities are medium with large rooms and family dining.
• Hotel Universal Port has medium level of comfort and convenience due to being far from other attractions.
• Family facilities are high with themed rooms and direct access to Universal Studios.
• Hotel Nikko Osaka has high comfort and convenience being central and business-oriented.
• Family facilities are considered low to medium, and not family-focused.

Tactics

• The RACE model includes reach, act, convert, and engage.
• Reach involves gaining an audience using paid, earned, and owned media.
• Act involves engaging users via content.
• Convert involves encouraging bookings and purchases.
• Engage involves building loyalty for return guests.

Media Strategy

• Paid media include Instagram ads and Booking.com ads.
• Earned media involves influencer reviews and word of mouth.
• Owned media include the official website and email marketing.
• Search engine marketing involves SEO & PPC strategies.

Pricing Strategies

• Cost-plus pricing is markup-based & ignores perceived value.
• Value-based pricing is based on customer perception.
• Dynamic pricing involves real-time adjustment by demand.
• Incentive-based pricing to "Book within 7 days for 10% off".
• Incentive-based pricing uses a quiz to customize packages (interest, stay length, children's age)
• Repeat guests receive exclusive deals.
• Package ideas include cherry blossom cruise, picnic & photoshoot.

Action

• The RACE model for example actions uses Act State with a CTA to "Book Now!".
• Book within 7 days for 10% off & personalized packages via a quiz.
• Engage Stage: Thank-you emails, feedback requests, & return guest discounts and booking rewards.

Call to Action (CTA)

• Includes sign up, book now, try for free, and learn more.

STP

• Segmentation involves experienced-seeking families, relaxation, and adventure.
• Targeting involves Instagram inspiration & Booking.com travelers.
• Positioning involves premium escape with comfort and adventure.

Paid Ads

• Paid Instagram ad (swipeable images)
• Paid Booking.com video ad

Frames of the Ad

• Show the Grand Prince Hotel Osaka Bay building.
• Focus on a perfect escape with favourite people.
• Luxury, comfort, and unforgettable moments.
• Stunning cherry blossom views (family in bloom).
• A rooftop garden pool.

6-Month Campaign Length

• Using key phrases like "perfect escape, favourite people, luxury, comfort, book now".

Control

• The budget is €50,000.
• Reach costs €25,000: Booking.com (€10,000), Instagram Ads (€15,000)
• Act costs €10,000 uses Booking.com cost-per-click ads.
• Convert costs €15,000: Booking.com (€10,000), Agoda.com (€5,000)
• Engage is measured by guest interactions, reviews, and a 20% increase in social engagement.