BCIT Diploma (2012 LinkBC Case Competition)

Coast Hotel & Convention Centre Langley CityChanelle Gale, Colleen Smith,

Shivani Mukerji, Leslie Lessard British Columbia Institute of

Technology

Agenda

• Background & Problem Statement

• Key Findings

• SWOT

• Competitive Analysis

• Implementation Plan

• Evaluation

• Conclusion

Background• Convention Centre with

24 hour business facilities

• One of the largest Casino’s in western Canada

• Heart of Downtown Langley

• Walking distance to shopping, entertainment & business sector

• Close to American border

Problem Statement

Which packaging solutions should Coast Hotel & Convention Centre Langley City implement to

increase occupancy by 5% during the off season of October to March?

Langley Destination Profile• Primary Tourism

Offerings:– Heritage and Culture

Tourism: Fort Langley– Family oriented agri-

tourism– Wine and Food– Sport Tourism

• Secondary Tourism Offerings:– Regional meetings, clubs

and associations

Key Findings

• Domestic (BC)• Business Partnerships• Hotel Amenities

Strengths• 24 hour meeting facilities• Complementary parking • In house spa & theatre• Coast Rewards Program• Awards/Initiatives:

– 4 star rating by Canada Select– CAA & AA Approved Lodging– Green Key Eco Rating Program

Weaknesses

• Highly competitive industry • Location not convenient for leisure travels• Minimal social media presence for Langley

location

Opportunities

• Optimize ecotourism • Creating more of an online presence through social

media to create more brand awareness and loyalty • Take advantage of off season activities • Golden Ears & Port Mann bridge allows for easy

access• Domestic trips increase by 2% in 2010

Threats

• Economic recession reducing disposable income levels

• Canadian dollar• Rising cost of airfare• Visitor entries to Canada fell by 3.6%

Best Western Country Meadows

• Aldergrove• Close to Tradex Centre• Complimentary Buffet

Breakfast• Packages

– Fun and Romantic Hotel– Sports Team Exclusives– Tradex Packages– 3 Night Winter Specials

Days Inn and Suites

• Langley City Centre• Options

– Breakfast, Gym, dogs, and large vehicle parking

• Packages– 20% off for 2 nights– 30% off for 3 nights– 15% off for last minute

Holiday Inn

• Langley City Centre• 96 Guest Rooms• Deals for Seniors AAA

Members, Advance Purchases

• Included– Breakfast, Gym, Wifi,

and Parking

Stakeholders

• Local businesses: Fort Langley restaurants, Tourism Langley, Dead Frog

• Partners in our channels• Aboriginal community – culture tourism• Environmental interest groups• Shareholders of Coast Hotels• Citizens• Coast employees & management

Meeting & Convention Package

• Theme: Convenient and affordable• Target Market: Regional Clubs and Associations• $129.99 Package Includes:

– Minimum of 10 rooms per night– Meeting room + up to date audio visual equipment– Breakfast & Lunch– Coffee break– Early check in/Late check out– Wifi

Meeting & Convention Package

Implementation• Personal Selling• Current Clients• Direct Mail

Implementation Plan

You are invited to Relive, Remember, Renew

at BC’s best Coast

Relive• Theme: Poker Night• Target Market: Men in Baby Boomer generation• $299 Package Includes:

– 1 night Accommodation – 6 pack of local Dead Frog beer– $100 Voucher to Cascade Casino – $50 Voucher to Pinnacle Grille – Optional add on: Featured Theatre Show

ReliveImplementation• Internet Marketing through social media• Advertise on online gaming websites• Advertising at local club and sport facilities• Residents rate (10% off for Langley Residents)

ex. Capilano

Remember• Theme: Culture Tour in Fort Langley (Family Reunion)• Target Market: VFR Baby Boomers & Families • $159 Package Includes:

– Local chocolates from Euphoria chocolates– Voucher to the Fort museum ($20, family rate)– $20 Voucher to Wendel’s Café Maps and

brochures from Tourism Langley with trails in the area (free)

– Free parking– Wifi

RememberImplementation• Market channels open up through our partnership

businesses• Langley Times, Langley Advance• Internet Marketing through social media

Renew • Theme: Getaway – Renew your love• Target Market: Baby Boomer couples• $210 Package Includes:

– Room – Welcome drink and appy in Glacier Bar and Lounge – Domaine de Chaberton wine (red or white) and Euphoria

Chocolates from Fort Langley care package– Continental breakfast in bed– Late checkout – Free parking– Wifi

Renew Implementation• Cross selling with wine & chocolate retailers• Promote on Coast website• Internet Marketing through social media• Reach out to customer database

Instagram Contest

#ReliveCoast #RememberCoast #RenewCoast

Budget

Evaluation

• Measurability: – Click through rates – Phone inquiries– Retweets/followers– Facebook likes– Occupancy Rate

• Guest survey• Customer Relationship Management

Conclusion

Questions & Comments

Thank you

References

• Tourism Langley: The Complete Story • http://advertising.sunprovince.com/downloads/pngrates_display.pdf• http://www.mackcollier.com/cost-of-social-media-in-2012/• http://www.wendelsonline.com/• http://www.coasthotels.com/hotels/canada/bc/langley/coast_langley/guestrooms

/comfort_one_king• http://www.euphoriachocolate.com/Qstore/Qstore.cgi• http://www.cascadescasino.ca/glacier_bar.html• http://www.pc.gc.ca/lhn-nhs/bc/langley/visit/tarifs_fees_e.asp?park=78• http://en-corporate.canada.travel/sites/default/files/pdf/Research/Product-knowl

edge/TAMS/Canadian%20Travellers%20Culture%20and%20Entertainment/tams_report_Canadas_heritage.pdf

• http://www.atme.org/pubs/archives/77_253_1108.cfm• http://www.bcstats.gov.bc.ca/StatisticsBySubject/BusinessIndustry/Tourism.aspx