1. Sales and Marketing Plan
Hotel Name
This sample sales and marketing plan is provided as an example only. You are responsible for determining and implementing a sales and marketing plan that is appropriate for your circumstances and that complies will all applicable laws.

2. Insert hotel image here
Executive Summary
Mission Statement:
Hint: Use this area to formally summarize the aims and values of your hotel
Insert hotel image here

3. Competitive Analysis Information Your Hotel Competitor #1
Year Opened
Most Recent Renovation
Total # of Rooms
Total # of Suites
Rank for Exterior*
Rank for Overall Guestroom*
Rank for Overall Bathroom*
Rank for Location*
Rank for Service*
Rank for Value*
Rank for Facilities*
Rank for Website*
Rank for Loyalty Program*
AAA Diamond Rating
Total # of Meeting Rooms
Free Breakfast
Exercise Area
Pool
High Speed Internet
Shuttle
Business Center
Other
Total Ranking**
*Please rank on a scale on 1-10 (1 being the worst ranking & 10 being the best ranking).
**Total all ranks for the total ranking.

4. My Hotel SWOT Analysis Strengths (Internal)
Insert hotel logo here
Strengths (Internal)
HINT: Close proximity to nearby attractions and public transportation stations
Weaknesses (Internal)
HINT: Limited capacity for meetings and events
Opportunities (External)
HINT: Increased flow of tourists with the opening of the nearby stadium
Threats (External)
HINT: Vulnerability to economic downturns

5. Competitor #1 SWOT Analysis
Insert hotel logo here
Strengths (Internal)
Weaknesses (Internal)
Opportunities (External)
Threats (External)

6. Competitor #2 SWOT Analysis
Insert hotel logo here
Strengths (Internal)
Weaknesses (Internal)
Opportunities (External)
Threats (External)

7. Competitor #3 SWOT Analysis
Insert hotel logo here
Strengths (Internal)
Weaknesses (Internal)
Opportunities (External)
Threats (External)

8. Competitor #4 SWOT Analysis
Insert hotel logo here
Strengths (Internal)
Weaknesses (Internal)
Opportunities (External)
Threats (External)

9. Market Analysis Market Geographics: Market Demographics:
Hint: Use this area to describe the geographic characteristics of your market/city
Market Demographics:
Hint: Use this area to describe your market/city population’s age, marital status, race, etc.
Market Psychographics:
Hint: Use this area to describe your market/city population’s general values, attitudes, buyer’s habits, etc.

10. Market SWOT Analysis Strengths (Internal) Weaknesses (Internal)
Opportunities (External)
Threats (External)

11. Target Audience #1 Corporate Segment Segment’s Needs
Hotel’s Offering to Segment
Positioning Statement:
Hint: This should explain the hotel’s unique selling proposition in relation to the particular segment
Competitors:
Hint: List your hotel’s competitors that can best fit the needs of this segment

12. Previous Year’s Volume
Corporate Accounts
Top 10 Corporate Accounts
Company Name
Previous Year’s Volume
Notes

13. Top 10 “Wish List” Corporate Accounts
Company Name
Current Hotel
Anticipated Volume
Notes

14. Objective & Action Item #1
Corporate Segment
Objective: Write your goals for reaching this segment and how you are going to measure your success.
Action Item
Anticipated Cost
Action Owner
Implementation Date
Recap

15. Target Audience #2 List the Segment Here Segment’s Needs
Hotel’s Offering to Segment
Positioning Statement:
Hint: This should explain the hotel’s unique selling proposition in relation to the particular segment
Competitors:
Hint: List your hotel’s competitors that can best fit the needs of this segment

16. Objective & Action Item #2
Segment #2
Objective:
Action Item
Anticipated Cost
Action Owner
Implementation Date
Recap

17. Target Audience #3 List the Segment Here Segment’s Needs
Hotel’s Offering to Segment
Positioning Statement:
Hint: This should explain the hotel’s unique selling proposition in relation to the particular segment
Competitors:
Hint: List your hotel’s competitors that can best fit the needs of this segment

18. Objective & Action Item #3
Segment #3
Objective:
Action Item
Anticipated Cost
Action Owner
Implementation Date
Recap

19. Target Audience #4 List the Segment Here Segment’s Needs
Hotel’s Offering to Segment
Positioning Statement:
Hint: This should explain the hotel’s unique selling proposition in relation to the particular segment
Competitors:
Hint: List your hotel’s competitors that can best fit the needs of this segment

20. Objective & Action Item #4
Segment #4
Objective:
Action Item
Anticipated Cost
Action Owner
Implementation Date
Recap

21. Sales & Marketing Budget
Quarter 1
Quarter 2
Quarter 3
Quarter 4
Jan.
Feb.
Mar.
April
May
June
July
Aug.
Sep.
Oct.
Nov.
Dec.
Advertising
Radio
Print
Online
Outdoor
Sales
Collateral
Promotional
Travel
Tradeshows
Other
Total

22. Future Sales & Marketing Actions
Year Two Objectives
     
   
Year Two Actions
     

23. Future Sales & Marketing Actions
Year Three Objectives
     
   
Year Three Actions