Hotel's Smart Plan Development to Achieve Revenue Budget at Wyndham Garden Kuta Beach Bali
Keywords:
sales and marketing planning, smart plan, business model canvas, market segmentAbstract
Purpose: This study aims to determine the process of developing hotel’s smart plan model for sales and marketing department at Wyndham Garden Kuta Beach Bali, Indonesia. A qualitative descriptive research method uses in this research with an analysis of various written reports and statistical data both internal and external at the Wyndham Garden Kuta Beach Bali hotel from 2021 to 2023.
Research methods: The data collection techniques taken from participatory observation includes focus group discussions (FGD, semi constructed interview, and documentation. The research variables are formulated with a combination of the Business Model Canvas and the Principles of Organizing which produce a hotel’s smart plan model.
Findings: The hotel’s smart plan consists of 15 data processed including: 1) hotel value proposition, 2) fact of situation and assumption, 3) competitor analysis, 4) hotel’s swot analysis, 5) revenue stream analysis, 6) target market analysis, 7) key market sources, 8) market segmentations, 9) sales and marketing strategies, 10) food and beverage strategies, 11) room and guest activities, 12) management structure, 13) financial plan, 14) season/event references and 15) updated information of budget vs actual revenue. The operational of the hotel’s smart plan is carried out by implementing Organizational Principles consist of a list tasks and responsibilities, reporting schedule and technical instructions that must be obeyed by every member of Sales and Marketing Department. Those tasks feed the updated information in each of live data section daily as life document.
Implication: The trial results for six consecutive months proving the hotel’s smart plan model succeeded in reaching and even exceeding the revenue budget that had been agreed by the management and owner of Wyndham Garden Kuta Beach Bali.
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