Analyse Consumer Behaviour For Specific Markets: The Virgin Hotels Essay Example
Virgin website, under the section Margin Hotels sums up the company's vision saying that Virgin Hotels will be a place where guests feel ownership, where they can be themselves (with a few delights and surprises sprinkled in! ) and where they can't wait to come back. " Especially business travelers are supposedly returning customers, not only to Just the hotel, but to/from other services the Virgin Group offers.
The Virgin Hotels website affirms that the brand intends to capitalize "on the Virgin brand's global appeal and cosmopolitan fan base" to significantly enhance their marketing promotion, most probably with "flight+hotel" packages.
The official Income: considering that Virgin is offering not only the 4 star hotels, but also luxury, "Limited Edition" packages, the company definitely targets the higher-income segment of the market. Depending on the type of marketing communicatio
...ns, we could identify what consumer responses in different ways.
Virgin Hotels' website states that Margin Hotels' marketing efforts are strongly rooted in digital, CRM and public relations. Leveraging Virgin's global brand awareness to rate collaborative marketing strategies with its other companies will allow Virgin Hotels to quickly garner brand awareness in the hotel industry in a fraction of the time it would take another new hotel brand. Digital marketing is at the core of our marketing strategy as it achieves the most optimal revenue results while providing the highest ROI.
We place a large amount of resources against creating the best in class websites, SEE/SEEM efforts, email and mobile marketing, social media, and visually engaging content. Understanding our customer all the way through is vital to our marketing campaigns s we strive to provide meaningful, and contextual offers
as well as personalizing their stay by knowing their preferences. Our CRM will be centered on bringing in new ambassadors for the Virgin Hotels brand as well as introducing it to the 65 million Virgin consumers worldwide.
Virgin Hotels will immediately align itself with the over 8 million Virgin Atlantic, America and Australia frequent flyers converting them into frequent hotel guests through preferred offers and status.
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