The idea of starting a Boutique Farm Hotel also gave us the possibility to welcome guests to deliver reliable, genuine, caring and excellent service from all over the world into our home, to share experiences and exchange ideas via a personal tourism. With the goal of promoting environmentally conscious lifestyles …show more content…
We considered what we had to offer in the Chianti region and also what values we were selling by promoting sustainability. Based on this market, we were most concerned with competition from organic and sustainable wineries that also offer accommodations. This is outlined in more detail in the SWOT analysis.
Finally, after analyzing our strengths in relation to our competition, we developed an effective marketing mix and strategy to most effectively deliver value to our consumers, in hopes of retaining loyal customers and gaining a competitive advantage. We focus on stressing environmental sustainability to gain a competitive advantage, and stress selling the ‘experience’ of staying at our holiday farm. The following report outlines the specifications in greater …show more content…
The hospitality industry first and foremost is divided into business and leisure travelers. Based on our research, other than a few very environmentally driven businesses, we don’t expect to attract very many business travelers, and therefore will not invest much in targeting and marketing towards them. Instead, we will focus on leisure travelers and segment them into more detailed categories. These are the category of people that we intend marketing our hotel and we expect will eventually become our loyal