Public Relation Program For A Hotel

Public Relations program for the Alfa Hotel in Thessaloniki


First of all, we have to get ready, that means that we have to talk with the owner of the hotel or the person who is in charge to know the purpose in order to set the schedule and find out what do they want.

Once we have done this, we have to look at the trends, so we have to know what’s happening, the hotel performance, whatdoes the hotel need to evolve and also analyse the customers or guests, who is the people coming to the hotel and who do we want to come, think about seasonal strategies for fullfilling the hotel as more as possible in every season, and then think about if we are satisfying our guests.

Also, one of the most important things is to know our competitors, in order to offer better service or the samebut cheaper to attract more people, we need information about other hotels, not only in the same zone as ours even though they are more dangerous in terms of competitivity just for knowing what is our position among the other competitors.

Then, once known the general situation and needings, we should have to go further and deepen in other aspects like it is the hotel product, bacause we need toknow what do we have to sell, adapt the hotel in order to meet customers demand ans also organize to deliver quality. Another thing that we have to do here is to review to see if there are gaps in the public relations program.

We have to do the same with other sections apart from the hotel rooms and the accomodation, I mean the bar or restaurant or everything related with food and beverage,look and investigate mainly who are our customers and why and if we are satisfying them too.





As we did with the hotel competitors, we also have to compare our hotel with the others but with this aspect of food and beverage, because it is also an important part to get the business, we have to know who are the competitors, what kind of customers they attract, and what is our position amongthe others in order to improve.

After collecting all the information we need, we should have to make a SWOT (Strenghts, Weaknesses, Opportunities and Threats) Analysis, because in this manner we are using all the information we have collected from our hotel and also from the others that are competing with us, so we know exactly in which aspects we are better and in which ones we are worsecompared with the competitors.

Another important point while making a public relation program is to be careful about what is the demand for hotel rooms ans also be careful with the forecast, we have to know in every moment what’s ahead, occupancy growth or decline, that’s because if we make a mistake we can have to restart again our planning.

Well, when we have done these steps, we have to set ourmarketing objectives and goals, things like where are we now and where we want to be, what do we want to achieve are important questions before setting the goals, to do better we have to set objectives for each customer segment to be more specific because there are a lot of customers and everyone is different, so the needs of one of them won’t be the same as another.

And then the same as withcustomers but by setting and developing the market strategies, also divided in different sections like leisure, business and food & beverage, which also includes the room service.

To make the hotel visible we have to choose the best way, so we’ll have to know to select the right tools, channels and the media we’ll use, that’s sometimes difficult and we have to do it based on the marketingbudget, we’ll have a detreminate amount of money to spend on marketing and sales so we’ll have to spead a line item budget not to exceed in one aspect and after don’t having money for others.



Before presenting the public relations program we have to check how effective is our advertising, sales and promotion, because sometimes there are effective things that is not necessary to change them or...