The Shilla Jeju Hotel _ 1
-The five-star Shilla Jeju Hotel (SJH) was opened in July 1st, 1990
- Shilla Jeju Hotel is the first resort hotel with the European style construction
and pastel interior in Korea
- The hotel is located on the visible costal cliff of the fantastic Pacific Ocean view
- The hotel is located nearby the Jung moon Golf Club(18halls),
Yeomiji Botanical Garden, Pacific land, Daeyoo land , Cheonjiyeon Falls,
horse racing track , Teddy bear museum
2003’ no.1 The Best Resort Hotel in Korea
By Leisure magazine ‘Weekly Friday’
The Shilla Jeju Hotel _ 2
Market Share (2001-2003)
Shilla Jeju Hotel
Lotte Jeju Hotel
Etc…
36%
34.6%
29.4%
2001’
32.5%
33.5%
34%
2002’
34.2%
30.5%
35.3%
2003’
by _ Shilla Jeju Hotel
Since 2002, the Shilla Jeju Hotel (SJH) has been suffering their share of the market with the Lotte Jeju Hotel
(LJH), due to the fact LJH has better and more modern facilities. Recently, SJH suffered another minor setback
when the filming site of the SBS drama ‘all-in’ was shot at the LJH, as the drama soared in popularity the hotel
became a favorite tourist attraction.
Therefore, SJH’s Market share is decreasing
So, what is the way
Shilla Jeju Hotel (SJH) should go for?
About Jeju _ 1
The numbers of Jeju island visitors (1999-2003)
6,000,000
Total
Domestic Tourist
Foregn Tourist
5,000,000
4,000,000
Year 2003
Total number of Jeju island visitors
is 8.8% Increased compare to last year
4,913,390
3,000,000
2,000,000
1,000,000
0
1999'
2000'
2001'
2002'
2003'
by _ Jeju Island Tourism Association
Problems due to SARS affected the foreign tour markets and increased the demand for the domestic tour market.
A convention center was opened, number of lodges increased, a tour infrastructure was established, and a five days a week
working system created bigger domestic tour markets.
However, the war in Iraq, SARS in Asia affected adversely to Jeju island's tourism. Despite these events Taiwan’s chartered
flight line operated thereby increasing the number of Taiwanese tourists. The number of Chinese and Japanese tourists
have recovered to previous years since last September.
About Jeju _ 2
Reasons of tour
Some findings provided by the Jeju Island Tourism Association include:
Eight out of ten tourists visiting Jeju resorts come for leisure sports and
other various recreations.
January 2003 group tour = 25.8% ; Individual tour = 74.2%
February 2003 group tour = 17.9% ; Individual tours = 82.1% respectively
2003 Feb. Halla-ilbo
Leisure sports and recreation
remain the foremost popular activities for tourists traveling to Jeju island.
Therefore, the Shilla Jeju Hotel
needs something to change
its
image as a resort hotel.
SWOT Analysis
s
o
Brand popularity in Korea.
Parent corporation’s strong management.
Variety packages.
Greatest Service.
Advantageous location for resort hotel.
Opening of world class Spas.
Drawbacks due to higher prices.
The setting of PATA headquarters.
Building the national conventional centre of
Jeju which led to increases in its customer
base.
Increases in the people looking for resorts.
Increase in SPA interests.
Competition with Lotte and Hyatt.
Lack of international popularity.
Decrease in foreign tourism due to bird flu.
w
t
So what’s the something?
SOT Strategy
- Strong points along with opportunity points covers the weak points
Using the Guerlian Spa which opens Feb 2004 to grab the people looking for resorts.
Early advantages can be gained within the international markets.
Spa!
Why is spa?
Ritz-Carlton, Bali Resort & Spa
Four Seasons Resort Bali at Jimbaran Bay
With a great beach, beautiful gardens and fishing
village style, designed around paved streets, this
resort of villas wins on impeccable service and lavish
facilities.
The Ritz-Carlton Bali Resort & Spa provides 5-star
accommodation and extensive facilities to guests. The
4-storey building is overlooking the Indian Ocean and
rests on neatly sculptured garden of tropical flora,
terraced lily ponds, fountains and waterfalls.
Address
Address
Jimbaran
Denpasar
Bali
Indonesia
Rooms
147 villas
Spa
Specialties and Unique Treatments
Body Treatments
Skin-care Treatments
Salon Services
Packages
Jimbaran Spa Package
Bed and Breakfast
Standard Rates
Ocean and River Package
Romance in Bali
Discover the Refined Art of Asian Cuisine
Two-Bedroom Villa Offer
Four Seasons Private Estates
Jalan Karang Mas Sejahtera
Jimbaran
Bali
Indonesia
Rooms
48 villas
Spa
Treatment
Treatment
Treatment
Treatment
Name
Duration
Cost
Long or Short Description
Packages
Bali Blue Sky Promotion
Bali Paradise Package
Romantic EscapadesCouples Package
Body Treatment Packages
Thalasso Packages _ Whole year period
Spa is..
Best Service: Asia
2003 TOP HOTEL SPAS: REST OF THE WORLD
1)
2)
3)
4)
5)
1)
2)
3)
4)
5)
Amandari, Bali
Ritz-Carlton Bali Resort & Spa
Four Seasons Resort Bali at Jimbaran Bay
The Oriental, Bangkok
The Peninsula, Hong
Four Seasons Resort Bali at Jimbaran Bay
The Oriental, Bangkok
Spa at Regent Chiang Mai Resort, Thailand
Ritz-Carlton, Bali Resort & Spa
Four Seasons Hotel George V, Paris
by _ Travel & Leisure
Spa services.
by _ Travel & Leisure
Top Ranked hotels in Asia offers
Therefore, the Spa services becomes a critical element in any hotel services.
Who is the target?
News articles analysis
As the “well-being” types increases, the people within the Spa community have high hopes for the success of the Spa industry. One Spa
manager comments that “ Spas provide a balance and security for the body and mind, and is an important part of a healthy well being.
ECONOMIST
The business companies related to the “well-being” concept are booming with opportunities, companies providing art, yoga, spas, leisure and
health care are growing at a phenomenal rate. Hotels and Restaurants offers “well-being” packages as well as information fairs on “well-being”
food and other products.
2003 Dec HANYURAE
Even the showing aspect is different under the “well-being” concept, it is no longer only about the need to clean up residual dirt. The bath and
shower experience within the well-being concept provide a respite from stress and tiredness, it also helps improve against depression attitudes.
Well being customers seek professional spa centers and are willing to pay exorbitant prices to receive the utmost services.
2002 Dec. The Seoul Economic Daily
Spa is in the center of Well-being life
Most of people who enjoy Spa are Well-Being customers
- So, the target should be the biggest
spa customers which are ‘well-being’ people.
Target
Well-Being?
- Peace of body and mind can be achieved by escaping urban
environmental pollution and the busy life of a modern citizen.
- Consuming natural vegetables and products over fast foods
for a better healthier self.
- Discovering the joy of cultural events along with various
leisure sports activities.
- Health and recreational centre as a stress release activity instead
of social alcohol gatherings.
- Abundance of the wealthy and business class.
- The pleasures of Spa massage or foot massage.
Target
‘Well-Being’ types
Well-Being
Enjoy Well-Being
Upper class are
more critical of
service quality and
demand the utmost
treatment.
So, our targets are:
Rest Well-Being
Business travelers
visiting due to work
will demand peace
and relaxation.
30 to 50 years old from the south east Asian hubs like
Honk Kong, Shanghai, Singapore are the Well-Being types.
Target selection base_ 1
The european and asian tourists objectives are different.
by _ Korea National Tourism Organization
Europeans travel mostly for various historical landmarks. As opposed to the Asian traveler
who seeks travel for
rest and leisure sports.
Target selection base_ 2
Hong Kong, Shanghai and Singapore are the hub of Asian tourism.
The south asian countries that were adversely affected by the financial crisis of 97’ are finally excelling towards the road to
recovery. John S. a columnist with the Financial Times commented that the various investors who fled the asian market during
its crisis are finally coming back. Despite the american recessionary cycle, the persistent growth of the asian market was an
important factor according to John S. Among these markets. Hong Kong, Shanghai, Singapore remains the south asian hubs
and many business projects are achieved there.
We can predict that the big 3 markets of Hong Kong, Shanghai, and Singapore will maintain excellent economic
growth.
2003 Oct. Maeil Business Newspaper
“Well-being” concept
We can deduce that the
has more
potential with the S.E. Asian market due to the fact Hong Kong, Shanghai, and
Singapore are the centre of Asian trade and economic growth.
How do we attack the target?
The Target needs more information about
Shilla Jeju Hotel Spa
- Shilla Jeju Hotel Spa will be opened Spa in February 2004.
First
Second
Third
Recognition
Activation
Message diffusions
and recall
The promotion will be
advertised so that people
will be aware of the spa
packages of Shilla Jeju Hotel
to encourage their patronage
and encourage return.
This step’s aim is to make
people who are interested in
Shilla Jeju Hotel spa book
the services offered
themselves.
Make brand loyalty higher
with the mileage and
discount system to the Shilla
Jeju Hotel’s customers.
Therefore through these three steps,
We will inform people about Shilla Jeju Hotel’s
great spa service.
Communication Concept
So, what is our concept?
Spa in Shilla!
First step
Recognition
The promotion will be advertised
so that people will be aware of
the spa packages of Shilla Jeju
Hotel to encourage their
patronage and encourage return.
Spa Packages
Blooming
spa
Spa Packages with the fragrance of
flower brassica campestris
Like a
fish
3-4
5-6
One
summer
night
This summer package offers party
at night held at a banquet hall with
a view to the ocean.
Family
affair
This package provide special services
were the tourist and his family will be
taken to the best place to watch the
sunrise. *the package is only offered to
7-8
11-12
Fall in
love
9-10
more than three persons per family
Refresh
package
tourists can get involved in jejo
island's silver fish festival, scuba
dive, have pilates lessons and
our spa packages provide a
seafood dinner
This lovely couple package
lets tourists walk the Eulalie
flower track and experience
the rich culture Korea has to
offer
In the first month of new year,
this package will be a reconstituent
for tourists
1-2
*high-demand season _(1-2, 7-8,11-12) packages for the ‘Well-Being’ customers who goes for REST.
*Low-demand season_ (3-4, 5-6, 9-10) Enjoy the special service for Well-Being costumers
The Shilla Jeju Hotel will provide different packages
every two months due to Jeju island’s conditions.
Media Tactics
Media conditions
- For the foreign market,
media has to be worldwide.
- To be successful, we should use
a media that is both popular and low in advertisement.
- Well-being is our main target so we
classify our subscribers.
Therefore
we are going to place our advertisements
in
magazines and internet web sites.
Media Analysis
Magazine
- Classify the magazine types into in-airplane magazine and regular magazine.
In-airplane magazine:
* Morning-Calm (Korean Air Lines), Asiana (Asiana airlines)
Regular magazine:
* Travel Magazines - Travel & Leisure, Business Traveler, National Geographic
* Well-being type magazines - Allure, Cosmopolitan
* News magazines - Times, News Week
Web
- Classify web sites into travel information sites.
Travel:
* Hotel linked Site - www.asiahotels.com
* Travel Agency - www.asiatravel.com
* Airlines website - air.onetravel.com
Second step
Activation
This step’s aim is to make people
who are interested in Shilla Jeju
Hotel spa book the services
offered themselves.
Service Reserve
Making contracts with Internet online hotel reservation
so therefore it will be easier to use Shilla Jeju hotel’s service.
Web sites
- The web sites that are famous for online hotel reservations.
* www.easynetreservation.com
* www.travelocity.com
* www.hotelstravel.com
sites
Third step
Message diffusions
and recall
Make brand loyalty higher with
the mileage and discount system
to the Shilla Jeju Hotel’s
customers.
Higher Brand Loyalty
An aerial navigator
- KAL, Asiana, Cathy Pacific and etc.
Synergy marketing with Singapore, China Eastern Airlines and other airline
corporations and ‘Customer Relationship Marketing’ strategy to get more
costumers and higher brand loyalty.
instances) * Airline mileage saving systems.
* Discounts spa package price for each airline mileage members.
* in-airplane magazine advertisings
Relation with parent corporation ‘Samsung’
- Medical Clinics, Art galleries.
Provides variety services for 'we-being' costumers to satisfy their
health carers, cultural and other high level lifestyle desires by parents
corporation Samsung group.
Instance) * Samsung clinic discounts
* Hoam Gellery Free ticket
Our promotion will succeed by reminding
our target market of the
‘Spa in Shilla’
they will always receive at Shilla Jeju Hotel’s
Guerlian Spa.