Theholygrail

Anna Ablett, Beverli Johnston, Rebecca Haigh and Stacey O’Neill

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Best WesternIn Association with Sharp Agency

Module:TID1091

Anna AblettU1156782

[email protected]

Beverli JohnstonU1150735

[email protected]

Rebecca HaighU1155243

[email protected]

Stacey O’NeillU1163776

[email protected]


2

Contents

Slide

Brief 3

Research – Generation Y 5

Research – Hotels 9

Research – Best Western 21

Ideas 28

Tailored Experience 33

Hostels 38

Business Weekend 41

After review 44

Final idea strategy – Your Best Western 46

Your Best Western – Characters 56

Your Best Western – Marketing 62

Pitch 68


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Briefing day

Module: TID1091 Start Date: 15thJanuary 2013 Brief: 15th January End date: 12th February 2013Review: 29th JanuaryPresent: 12th February

DescriptionTo create a campaign that appeals to the younger target audience generations ‘Y’, the younger business guest. Also to design

a new hotel experience and sell the experience, with the outlook ‘Hotels with personality’.BackgroundBest Western is an international hotel brand represented in over 80 countries with over 4,000 independently owned hotels.

They have 280 hotels in the UK. It includes castles to inns to city centre hotels.Generation YBorn between 1982 and 1999Well educated, connected and informedDigital savvyHeavily influenced by the peersHave a weak affinity to brandsTravels frequentlySpends money per visitTaskTo design a new hotel experience for generation Y, in particular the younger business guest.We would like you to frame your proposal around three elements based on insight from your research.The productWhat would the location and design of new hotels/rooms be?What features would appeal to and help to drive booking from generation Y?The guest experienceWhat is the ultimate hotel experience for this segment? Consider aspects such as technology, health and wellbeing, food and

drink, the booking experience?The communicationsHow best to market to this group?

http://www.bestwestern.co.uk/hotels/best-western-hotels/

http://www.bestwestern.co.uk/hotels/plus-hotels/

http://www.bestwestern.co.uk/hotels/premier-hotels/


4

Research


5

Generation Y

http://mediatel.co.uk/media-trends/news/2012/12/14/understanding-generation-y-2/




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Generation Y Traits

•has grown up in relative affluence•multi-tasks exceptionally well•has a low tolerance for boredom•is very selective in the way they receive information (i.e. the more interactive the better)•is more likely to live at home•is unafraid to express their opinion•expects to be shown respect and given responsibility•wants to be a part of something worthwhile•seeks constant feedback•expects a range of non-traditional rewards and work flexibility•values socially and environmentally active workplaces.

“Gen-Y likes bright and interesting design, although hoteliers should be careful not to put off travellers from other age groups. One presenter at the event, Rob Davidson, senior lecturer at the University of Greenwich Business School, told the audience that he spent a sleepless night at the Klaus K Hotel in Helsinki because there were too

many colours in the room”

“Gen-Y travellers are not that interested in the room and prefer to hang out in chic bar and lobby areas where they can socialise

using their technology of choice, both on and offline”

“Generation Y in particular is living a different lifestyle than previous generations

—family structure no longer follows traditional patterns, and conventional gender roles are no longer valued. The

primary values of this generation include work-life balance, mass communication,

and personal fulfilment as a main driver of motivation. Even more, Generation Y is characterized by its determination and

ambition, and consequently want to advance as quickly as possible in

professional life, seeking to become more skilled and knowledgeable.”

“If you still place Gideon’s Bibles in nightstands but lack wireless internet access, you’re already behind” – Gen Y don’t want an

old fashioned hotel style.

“The main switch in the new generation is that they don’t

live to work they work to live” (Guardian 2008)


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Marketing to Generation Y

Marketing messages need to be short on words and big on images, as the attention span of this generation is limited.This generation does not read newspapers. Messaging to Gen-Y needs to be frequent, brief, and be communicated via technology.

Gen Y want to experience the world firsthand and pass their own judgment, and they like to do so with their friends – through sites such as Trip Advisor and price comparison sites

The following are some examples of where, when and how to target Generation Y:

•Concerts – Generation Y is a culture that has been heavily influenced by

music. This is an effective venue for reaching them.• Extreme sporting events like skateboarding, snow boarding,

or BMX.These are considered cool and exciting by Generation Y, another

greatplace to reach this market.

•Movies – These could be mainstream as well as art‐house. The movies

are another area that has had a profound influence on Generation Y.

• The outdoors. Outdoor activities are an excellent place to reachGeneration Y.

• Video games – Generation Y has grown up with video games, spawning

yet another one of their taglines – The Nintendo Generation. Videogames can provide an effective platform for reaching Generation Y.• Social networking sites – This was mentioned in the previous

section,but social networking sites provide a lot of the experiences for

Generation Y. Facebook, MySpace, Twitter, YouTube, Second Life,del.icio.us, and DIGG are all great places to reach Generation Y.

Be clean and simple – its trendy to be simple and easy• Be Quirky and Unique

• Happy employees – All of the employees who work at the companies

listed above say they love their jobs• Respect them as consumers

• Get to know them


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Generation Y & Expectations

What does Y generation expect form the hotel?

When looking at resent reports done the Times Magazine stated that ‘make the experience like a party no one likes to be stood against a wall’. The feeling of the hotel is seen to be very important to

the Y generation

Lifestyle Hotel said that – the hotel needed to be ‘chic, sociable and affordable’ with a ‘surprise of a

boutique’. Following with the y generation hotels are ‘attracting the road warrior – a customer that has grown up with the irrevent, friendly service … the

open office, the work-among- the-crowd coffee experience and is custom to innovative design’.

The Y generation want casual food available any

time, free internet and views, with an option of a self check in and check out experience.

Generation Y only holds 9% of the business

travellers (2008) but this is 75 million strong. The new travellers are far more adventurous, far more

curious and far more tech-focused then there parents and the past generations. They show less

interest in the traditional things where as design has taken over with then wanting the less predictable experience with the greater amount of personality.

“They are seen to challenge everything; nothing is just how it is to them, some times preserved as needy.”“They hold different work ethics, as they are rebelling against their parents values, where working was a more important life focus.”

Generation Y is estimated to have 10 jobs before they are 38 ‘why stay in a job that you don’t enjoy’, challenging the know way of working and making employers more aware about it making the working experience a focus for them to improve especially for that age range.


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Hotels

Eco Friendly Hotel Schemes

Towel and sheet re-use programme – only wash if

needed

Allergy awareness when choosing furniture and

cleaning materials

Rainwater harvesting

system – can be used for toilet flush

etc

Recycling points throughout the hotel

Alternative fuel generation Energy saving

lightbulbs

Guests encouraged to save energy by

switching appliances off when not in use, and by not wasting

water

Hot water boilers, cylinders and pumps only

in use when needed

Staff trained in eco-friendly initiatives such as switching lights off and not wasting water

Eco-friendly cleaning

products used where available

Fairtrade tea and coffee in all room

mini-kitchens

Recycle old beds and mattresses

Reduce delivery requirements and consolidate orders

where possible to save on transportation

Monitor, record and post data of water usage

Buy organic produce where

possible

Get guests motivated to use green transportation, such

as walking, cycling and public transport

Provide reusable items where

possible such as cloth napkins, glass cups etc,

rather than disposable items


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Hotels

Macdonald Hotels

•WiFi throughout the hotels• Natural daylight in conference rooms – gives light and fresh feel• ‘use only the freshest and finest’ ingredients, and use local in-season produce where they can• Golf course and spa• Incredibly stylish and slick interior styles• ‘Meeting @ Promise’ – confirmed booking of conference rooms within the hour & provide a tour of the hotel before the conference/meeting starts• Environmental and sustainability policies throughout franchise

Hempel Boutique Hotel, London

•Doesn’t offer anything particularly extra than a normal hotel, but the style and design makes it worth the price.• 24hr security• Business facilities & meeting rooms• Local car park – but expensive - £24• WiFi throughout• Beautiful furnishings – almost all black and white• ‘Never has a hotel felt more like home’


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Hotels

Bulgari Hotel, London

• Modern, stylish and slick – a lot of marble and silver• In the rooms – small details such as a mini-bar disguised as a travel trunk, Italian fabrics and stylish wood furniture gives a ‘English heritage’ feel – the little touches make this experience• TVs in rooms offer guest media devices• WiFi throughout• Main focus on the website is the craftsmanship, expensive materials and details that have gone into the hotel, rather than the facilities themselves – it’s an experience, not about what you get• Meeting rooms are fitted with latest technology – sounds systems, touch panels, mood lighting, LCD screens etc• 3 private dining rooms if you don’t wish to be part of the main busy dining areaME Hotel, London

•7 meeting spaces• Laptops provided that are linked to remote printers• iPads provided in suites with newspapers pre-downloaded• All rooms have a minimalist design with views over London• Personal training sessions & runs along the Thames – getting people out of the hotel and experiencing the city• Monthly events showcasing live local, national and international music


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Student Hotel

The Student Hotel

• Modern and stylish, but with a homey feel provided by little touches (accessories in the room, plenty of wardrobe space, cushions)

• Bicycle for hire to explore the city you’re in – unique and eco-friendly• Kitchen area in every bedroom – kettle, fridge, sink etc – provides independent space if someone doesn’t want to leave room

•Designated study rooms•24hr security on site• On site gym• Laundrette available 24/7• Entertainment and games rooms, libraries and lounges• Espresso bar, cafe and restaurant• Flexible meal plans for breakfast, lunch and dinner

•‘ Comfortable and Carefree’

•Advertises what events and news Generation Y may be interested in e.g. Local film festivals and radio sessions

Booking system:

•Book in advance and online – ‘hassle free’• All inclusive booking and automatic billing• Discounted prices for friends and family that wish to visit• Offer customized stays for large groups or people needing a meeting/conference areas


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Hostels

Suitable Hostels for a Best Western Generation Y Market

Clink Hostels, London

Facilities•Internet & PC Courtroom• TV & Film Courtroom• Open-plan dining and seating area•Self-catering kitchen• Clink Travelshop•Free breakfast• Multilingual staff•Laundry room• Secure key card•24-hour reception

• Cosy and intimate, with personalised feel and friendly staff• Sociable place to stay and meet other travellers• Perfect for people who don’t want to be ‘pigeonholed’ into a hotel chain• On site basement bar

“Heritage on a budget - delivered with passion and attitude”Unusual & Unique Overnight Directory 2012

“I don’t think there was a better hostel in all of Europe for me in regards to atmosphere. Very few hostels become attractions in their own right, but this one does. ... The vibe alone of this place makes it worth a stay.”Brendan van Son, brendansadventures.com


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Hostels

YHA Ilam Hall, Derbyshire

An example of a high quality rural hostel, that definitely shows how hostels can have ‘personality’ just as much as a Best Western Hotel • Modern, bright and clean interiors• Located in 84 acres of national parkland – offers plenty of local activities• Common room and games room• Swimming pool• Bar, restaurant and cafe

The Fort Boutique Hostel, York

• Modern and quirky – lots of art and design work throughout the hostel• In the city centre of York – no transport required• Flat screen TVs in rooms and WiFi• Located next to bars and restaurants – can leave the hotel to eat – a chance to get out and explore the city – with discounts!• Can choose between en suite and shared bathroom• Can have own kitchen space and living room• Free luggage storage


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Hostels

‘Ace’ Hostel, York

Located near York train station• Impressive interiors – traditional style but modern decor• 24hr dining room• TV & games room and Cinema room• Sauna• Laundry room• All bedrooms are en suite and come with dressing gown, toiletries, towels and safes in the room• WiFi, fax service• Free city maps, bicycle hire and book exchange • 24hr reception and security

Generator Hostel, London

• Can choose between ‘ladies’ rooms, twin rooms or dorms• Very modern, funky and stylish interiors – particularly in social spaces• Free WiFi• ‘Pop Up’ hostel bar – 24hr• Lounge, and cafe• ‘Breakfast in a box’ – can grab one instead of a seated breakfast meal• 24hr reception• Laundry service• Luggage storage• Travel shop – can purchase tickets for attractions, travel etc


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Holiday Inn Advertising

"Fundamentally, what our guests love about the Holiday Inn brands is that we provide a place where they can take their gameface off, come as they are, relax and just be themselves," said Kevin Kowalski , senior vice president, Global Brand Management, Holiday Inn Brands. "Everything we do in our hotels, from our lobbies, to our rooms, to our friendly and genuine service reinforces this feeling. The Stay You campaign just confirms what they love about us in a fun and memorable way."• ‘Stay You’ campaign focuses on how you can still have a personality when you stay at their hotels – you don’t have to fit into their brand. I think this is a theme that would attract Generation Y as it reminds them that they can find a hotel to fit their needs and lifestyle.

• The style of adverts clearly shows the theme of the campaign, and uses a variety of people and situations to attract a wider audience.

AppThe holiday inn app gives people the option to book a room ‘Whenever. Wherever. However.’ A fast way to simplify the booking process.• Ability to find local hotels with GPS system• Access to special offers• ‘one-click’ reservation service

http://www.google.co.uk/url?sa=i&rct=j&q=holiday+inn+stay+you+campaign&source=images&cd=&cad=rja&docid=TktyccwSn8Zu7M&tbnid=L7dcrQfpyAi9-M:&ved=0CAUQjRw&url=http://www.pha-agency.co.uk/models/news/article.aspx?ID=5024&ei=-6gPUf8nrJjRBcO4gZAP&bvm=bv.41867550,d.d2k&psig=AFQjCNE6rKvNGxSG2uc84uH3_5Qb4VqG4w&ust=1360067181928547

http://www.google.co.uk/url?sa=i&rct=j&q=holiday+inn+stay+you+campaign&source=images&cd=&cad=rja&docid=mm3r0lucCFYjdM&tbnid=5_EtqQjrmZ5aLM:&ved=0CAUQjRw&url=http://theinspirationroom.com/daily/2010/holiday-inn-stay-you/&ei=DakPUY3uGIGg0QXWy4Fw&bvm=bv.41867550,d.d2k&psig=AFQjCNE6rKvNGxSG2uc84uH3_5Qb4VqG4w&ust=1360067181928547

http://www.google.co.uk/url?sa=i&rct=j&q=holiday+inn+stay+you+campaign&source=images&cd=&cad=rja&docid=4up7h78uvmmZKM&tbnid=szMIhpZoOPEULM:&ved=0CAUQjRw&url=http://www.youtube.com/user/holidayinn&ei=KakPUfzWGo-00QXo54GwCA&bvm=bv.41867550,d.d2k&psig=AFQjCNE6rKvNGxSG2uc84uH3_5Qb4VqG4w&ust=1360067181928547

http://www.google.co.uk/url?sa=i&rct=j&q=holiday+inn+stay+you+campaign&source=images&cd=&cad=rja&docid=FWCeB3PrFD_tsM&tbnid=nVmJ9vcC2ok4JM:&ved=0CAUQjRw&url=http://www.theinquirer.net/inquirer/news/2194235/samsung-galaxy-s3-doublesup-as-hotel-keycard-for-olympic-hotel&ei=aakPUbzhA6ex0AWW_4GYAg&bvm=bv.41867550,d.d2k&psig=AFQjCNE6rKvNGxSG2uc84uH3_5Qb4VqG4w&ust=1360067181928547

http://www.google.co.uk/url?sa=i&rct=j&q=holiday+inn+stay+you+campaign&source=images&cd=&cad=rja&docid=Pl4jaAwGh2WXVM&tbnid=uwcNgbKMctl30M:&ved=0CAUQjRw&url=http://www.hiexpress.com/hotels/gb/en/global/exp/stay_you/stayimpressed&ei=M6oPUcr5OMWk0AX06YCoCg&bvm=bv.41867550,d.d2k&psig=AFQjCNE6rKvNGxSG2uc84uH3_5Qb4VqG4w&ust=1360067181928547


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Premier Inn Advertising

‘Premier Weekends’ launched 2010Encourages Brits to make the most of their weekends by booking into a Premier Inn and having a weekend break.TV adverts showed comedian Lenny Henry in a variety of locations taking part in different activities – which implies that Premier Inn has beautiful,/inner city/unique locations all over the country.Offers customers an inexpensive weekend away during tough economic times (rooms from £29)

I think this could attract Generation Y if it focused more on a quality break ratherthan budget weekends. Showing variety is something that would attract Gen Y as they like flexibility. Huddersfield Pillow Fight To celebrate the launch of Premier Inn Huddersfield – a giant pillow fight took to the streets of Huddersfield outside the train station (with people taking part wearing ‘Premier Inn purple’ pyjamas)

This style of advertising is unique from how Premier Inn usually advertise – it’ll stand out and catch the eye of people passing. I think Generation Y would be attracted to this style of campaign as it appeals to the ‘big kid’ in all of us. However

http://www.google.co.uk/url?sa=i&rct=j&q=premier+inn+advertising&source=images&cd=&cad=rja&docid=m1oDcXdPGJX28M&tbnid=4Qs1-gCH_A8peM:&ved=0CAUQjRw&url=http://www.advertisingarchives.co.uk/en/pages/image_map.html?level=1&search=Celebrities&page=322&ei=lK8PUberFO-S0QXGw4Fw&bvm=bv.41867550,d.d2k&psig=AFQjCNGTrDAzrV0x70T2Yv96DL1Ldtx_WQ&ust=1360068864895126

http://www.google.co.uk/url?sa=i&rct=j&q=premier+inn+advertising&source=images&cd=&cad=rja&docid=AuPTlxSBEmbWkM&tbnid=vDzWCW7BBC0B2M:&ved=0CAUQjRw&url=http://www.acttwo-um.com/work/view/id/133&ei=wK8PUfehCOy20QXX0YDYCA&bvm=bv.41867550,d.d2k&psig=AFQjCNGTrDAzrV0x70T2Yv96DL1Ldtx_WQ&ust=1360068864895126

http://www.google.co.uk/url?sa=i&rct=j&q=premier+inn+weekends+advertising&source=images&cd=&cad=rja&docid=8KOvtiIwWDMkFM&tbnid=_xqO-gqCPp5E_M:&ved=0CAUQjRw&url=http://dpatd.blogspot.com/2012_05_06_archive.html&ei=B7APUZntAumj0QWIx4CABA&bvm=bv.41867550,d.d2k&psig=AFQjCNFHRsdpXdtBZOgiG6vAACVVczqtnw&ust=1360068965501781

http://www.google.co.uk/url?sa=i&rct=j&q=premier+inn+advertising&source=images&cd=&cad=rja&docid=4QrhS-Xyn1N74M&tbnid=DQyE67h9oN-QRM:&ved=0CAUQjRw&url=http://www.coloribus.com/adsarchive/tv-commercials/premier-inn-just-arrived-pillow-fight-14259105/&ei=T7APUa2-H6mY0QXo64H4Bw&bvm=bv.41867550,d.d2k&psig=AFQjCNGNdNdOfcZ-z8ovabaDV2HFUcJ7bA&ust=1360069060594094


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Travelodge Advertising

‘Sleep Tight’ campaign – launched 2010

Campaign focuses on how the hotel chain will guarantee you a good night’s sleep. It is fronted by a collection of teddy bears (known as the Zzz squad) which is clearly a way of targeting to children and families.

Around the hotels, hundreds of mattresses, duvets and pillows have been replaced to offer guests the best possible nights sleep. Door catches were altered to minimise the amount of noise they make when shutting.

To complement the new focus on Sleep, Travelodge has also revamped its breakfast and evening meal menus. A new take-away breakfast is available in over 280 of its hotels and the all you can eat buffet style English breakfast is being served in its 107 hotels that feature a bar cafe.

The TV advertising will concentrate on sleep, Travelodge will also remain focused on its low price positioning. In 2010 the budget chain will offer over two million rooms at £29 or less and maintain its £9 sales at key points throughout the year.

Even though this campaign is targeted at children I think it’s a good example of how a campaign becomes fully integrated into the hotels to become an experience. The campaign advertises a good night’s sleep – which is reinforced by making changes in the hotels themselves.


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Radisson & Hilton Hotel Advertising

Deals and App Tools

Radisson Edwardian introduced QR codes to its restaurant menus last year, linking diners to an online video of a chef preparing dishes.They have also connected with Facebook and Foursquare to launch a digital tool for consumers to extend their check-out time using smartphones.

There aren’t many campaigns for Radisson other than adverts that show new deals and offers.

‘Stay Hilton. Go Everywhere’ – launched 2012

The campaign focuses on the exceptional experiences guests will have from staying at a Hilton, and how the brand connects travellers to the world in new and unexpected ways.

I think the adverts themselves look very slick and professional, implying a high quality stay at one of their hotels. I think the idea of the brand making a person’s stay unique and more interesting is something that would attract generation Y, as typically as a group they like to try new things.


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Hotel Websites

Above is the site for Clink Hostels in London. The site is bright and colourful, and the information is all clear and in the same place. It also includes links to social networking. This is suitable style to attract Generation Y as it’s professional but fun.

This is the site for Generator Hotel in London. It’s stylish and slick, and the site is easy to navigate and check availability for the hotel. This would also appeal to Generation Y as it’s colourful and interesting to browse through.

The site for the Student Hotel has a raw feel to it, with the slate-looking background and simple colour scheme. The site has everything you’d need to know in easy-to-navigate sections and has lots of photos of the hotel – perfect for Generation Y who like to know the quality of where they’re staying.

The site for the MacDonald Hotels is slick and stylish, which may attract the older end of Generation Y. However I think younger people would prefer a more interesting, colourful site.


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Best Western & Best Western Plus Facilities

Our Standard Services & AmenitiesWhat to expect when you stay at BEST WESTERN*

• Breakfast available to help you get a good start on your day• FREE high-speed Internet helps you stay connected to

work, friends and family• FREE local calls• FREE long distance access• Copy & fax services to take care of business even while

you're out of the office• In-room coffee & tea maker• Convenient lobby-computer to print airline boarding

passes, maps & more

Our Standard Services & AmenitiesWhat to expect when you stay at BEST WESTERN PLUS*

• Upgraded bath amenities—in case you forget anything, we have you covered

• Breakfast available to help you get the right start on your day

• Convenient in-room mini-fridge ideal for keeping drinks and snacks on-hand

• Fitness room to help you stay fit even while you’re on the road

• On-site laundry and/or same-day dry cleaning services• FREE high-speed Internet to help you stay connected to

work, friends and family• FREE local calls• FREE long distance access• Spacious work desk in all guest rooms to keep you

productive• In-room coffee & tea maker• Business centre (copy, fax services and computer access to

print airline boarding passes, maps and more)

• Already offer free calls – Skype would be the next step up

• High speed internet – needs to be free WiFi in all hotels

• Lobby computer – needs more computer access than one pc – most people will already have laptops but the access needs to be there

• ‘Upgraded bath amenities’ – our bath pack would cover that

• Work desk is good – could be more of a work area?


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Best Western Premier Facilities

Our Standard Services & AmenitiesWhat to expect when you stay at BEST WESTERN PREMIER*

• Stylish décor• Personalized guest services• Highest quality furnishings and amenities for a truly comfortable

stay• Breakfast available to help you get the perfect start on your day• On-site dining• Premium linens & towels to wrap yourself in comfort• Deluxe bath amenities to cover all your personal care needs while

traveling• LCD or plasma TV with HD channels for the ultimate in-room

entertainment• In-room safe to protect your valuables• Upscale hotel surroundings• In-room mini-fridge—ideal to keep drinks and snacks conveniently

on-hand• Premium clock radio with MP3 connection• Well-equipped fitness centre so you can stay fit even while on the

road• Convenient on-site shop for snacks and toiletries for any little

extras you may need• FREE high-speed Internet helps you stay connected to work,

friends and family• FREE local calls• FREE long distance access• Meeting rooms so you can get business done right on site• Dedicated business centre (copy, fax services, computer access,

printer and more)

• Stylish décor should be a standard to attract GenY - doesn’t have to be upmarket – just modern, up-to-date and fashionable

• Personalised stay should also be a given – first name basis especially with smaller hotels – tailored to meet your needs & service with a smile

• High tech TV in room should be a given to attract GenY

• On-site shop could be in as many hotels as possible and should include emergency supplies for weather etc

• Meeting rooms are brilliant but need to be light, open and airy – lots of natural light. Need ability to book them out and need to offer up to date technology for business professionals to use – interactive whiteboards, usb and laptop connectivity.

Above are some examples of Best Western hotel rooms and the kind of décor they have. Whilst it’s clean and tidy, the furnishings are very outdated and the patterns are a bit garish. When looking on hotel websites, this kind of décor would put off gen Y who are looking for something more stylish.

To the left is an example of a Best Western Premier hotel room. This is perfect for attracting GenY as it’s stylish, modern and clean. This is a style that may sway GenY to book a Best Western over any other hotel.


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Visit to Castle Green Hotel

The Castle Green Hotel had friendly staff and efficient service. We were lucky enough to be offered us a room upgrade when we checked in! When something was requested, such as room service, it was done quickly. Local food and drink was on the menu, giving the hotel a personal touch and showing they support local livelihoods. Leaflets were provided on a morning to show what local foods were available for breakfast that day. The hotel had free wireless internet service, and there was a guest computer in the lobby for those without personal laptops. The Best Western Plus logo is visible in the entranceway. The logo is also visible on pens, staff uniform, and various other aspects (e.g. boxes for shower caps). This gave the best Western brand a strong presence within the Castle Green hotel, without distracting from the hotel’s unique personality. We asked if any extra packages have been provided on special occasions in the past. They said that a ‘hangover pack’ on New Years Day was available at an extra cost. The hotel frequently offers fresh fruit to take away to provide energy for the rest of the day!

From our visit we found that this particular Best Western hotel is actually quite suited for Generation Y! The friendly and reliable service is a major aspect of attracting Generation Y as they like to be welcomed and treated with respect. The focus on helping local businesses is also a plus as Gen Y love to feel as though they are giving something back to society. Extras such as a hangover pack after a big celebration is a brilliant idea, and a nice little touch that will be remembered by young guests. The fact that the Best Western logo is visible throughout the hotel but not too overpowering is great – Gen Y aren’t very brand loyal and hate to feel part of a corporation. If we could improve the hotel we would say – Add more information about local attractions – a brochure rack doesn’t cut it anymore – Gen Y likes to find out extras about where they are staying. Perhaps an interactive board or making sure staff are on hand to suggest local activities and attractions would make finding things to do more interesting!The upgrade to a better room was great, but there were no other little perks or features that we experienced while we were there to make the stay really memorable. The décor wasn’t too bad but an overall boring tone of ‘brown’ was noticed – maybe the odd burst of colour or art would make it seem more lively.


24

These past campaign incorporate a colour theme with the use of the colours from The Best Western logo. They are both well thought out campaigns with good visuals that meet their target audience well. The family campaign aimed at the kids is very tactical with the visuals/characters depicting an adventure story as a hotel stay/experience. The strap line/campaign name then back it up with the ‘Discover & Explore’ caption. This sums the campaign and its intentions in fairly few words. I feel the campaign is very successful and has a young target audience attraction to it due to bright eye catching colours and imaginative stories.

The second campaigns has a more stylish approach with the visuals used, attracting and older and more modern approached target audience. With happy and emotive visuals, using bright colours again. This is fitting for the longer strap line ‘The little book of winter cheer’, this strengthen the connection of the visuals and copy of the campaign.

Best Western Past Campaigns


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This campaign varies from the pervious past campaigns with various angles but with a similarity of 20% and consistent colour theme of blues and white. Also the incorporation of the logo, constantly in the same spot. This campaign is more focused on the deals aspect offering a chance to let yourself go this summer and do something different like revisiting a

favourite place.

Best Western Past Campaigns


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Personal Research Survey


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Initial Ideas


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Initial Experience Ideas

ROOMS• Wifi• Ipod dock/radio/alarm clock• Area to do work in• TV with apps – Skype, YouTube, twitter, Netflix• Whiteboard wall• Homely feel – shelves with books, cushions, magazines etc – a

home from home• BATHROOMS• Bath and shower available• Gift pack – to take to next destination

FOOD• Grab bags for breakfast – ‘toast pack’ ‘healthy pack’ – like Graze

boxes• Different areas to eat in on a morning – wouldn’t work for tea?• Open plan kitchen – reinforces GenY need for trust

FACILITIES• Emergency supplies e.g. coats, umbrellas, wellies• Fitness classes or voucher for local gyms?• Tablet/iPad in reception to find out about local area• Hangover pack delivered to your room• Free first drink at the bar• Area available for entertaining clients – food and drinks/bar?• Games room• Business hub on each floor to work in• Park & ride and late night minibus service to take to city centre• Printing/photocopying/scanning facilities• Dry cleaning/laundrette on site• Waiting area for when business partners/clients arrive

We came together as a group and had a brainstorming session on all facilities

ideas we could come up with to improve the hotel experience to suit a Generation

Y audience.

BOOKING• App as well as website• Ability to book on short notice• On the go booking – confirmation call once booked• Tweet wall in reception with reviews of the hotel

MARKETING• Banners on train windows• Colour schemes to match what GenY want• Preview videos on YouTube, apps and website –

relaxed, casual, hand held camera feel – showing around the hotel but not being pushy – factual rather than persuasive

• Link from app to trip advisor - trust


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Initial Marketing Ideas

TV advert – fast paced days, slow relaxing evenings – could also go viral on YouTube, Facebook, Twitter and holiday review pages (trip advisor)

Ambient adverts on trains – banners on windows advertising last minute hotel rooms

Deliveries to businesses with packages to advertise the new best western style – maybe puzzles, origami style designs, team building packs

Something interactive with smartphones – characters to be found in the hotels?


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QR Code and Near Field Chip Card

The QR code is a small barcode which consist of black module squares dots, in a square grid on a white background. They are machine readable labels, which have information attached to them. They allow a larger storage space to store information related to the recorded item. Data/Information can be extracted or received once a machine reads the barcode.The Near Field chip is a form of communications used on devices such as phone mobiles and bank cards. They are to make payments or exchange od data/details.


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Our Development Process

We then thought about 3 different ideas to present. We made a whiteboard creative brain explosion. We came up with Best Western Tailored Experience, Best Western Hostels and Best Western Business weekend.


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Brand Experimenting

Tailored Experience - Rather then a standard hotel experience it will be tailored around the generation Y audience and what they like and acquire. What would make there ideal hotel stay.

Hostels - It will be the best western hotel quality and experience with the core hostel social aspects, such as; dorm sleeping and shared facilities and dinning.It will be eco-friendly and will be mainly aimed at the generation traveller.

Business Weekend - Team building weekend company retreatExtreme team buildingMotivational talksTeam developmentWeekend experience design around young professionalsThis helps develop the companies relations in terms of productive work outcomes.


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Best Western Tailored Experience – Audience Mood Board


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Best Western Tailored Experience – Interior Mood Board


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Best Western Tailored Experience

Strategy Version 1

• Best Western Gen Y Tailored Experience • This idea sections the Generation Y into 3

core types of people and types of traveling. • There are many things we would want to

include in all experiences to entice Generation Y to stay in a Best Western Hotel, and extras things we would want to individualise the packages.

• For instance someone visiting their mum and dad at home and staying in a best western is going to want different aspects than someone going to a job interview in London.Our 3 packages are student, business, and homely hotels (family oriented audience)When booking there would be an option to have this tailored experience.We picked these because...

• The core points for the packages to aim at the audience's wanted experiences are... Student - drinks, food, fun, getting drunk, going out, cheap

• Business - business trips, clients, professional, on the go, busy lifestyle, business meetingsHomely hotels - interior, customer service, keep sakes, memories, connection and communication (especially for family and friends elsewhere)(However you could always group all the packages together if you just wanted one package.)

Family Student BusinessWi-Fi Alarm clock/ iPod player TV in the room TV app system – Skype, net flix, face book, twitter, YouTube and games Games room – computer, board, Business hubs – TV with finance- somewhere to go to work out of the room Working area in the room Part and ride – mini bus and may be a night buss Printing and photo Gym?? Classes that people could do – zumba Refresh pack Bath shower combo Show/ bathing sett that is able to be brought away if wanted Pack lunch breakfast – healthy, full English, cereal, ect Music in the dinning Different idea dinning in morning not at night as would not work – Packages for clients – areas to go On the go booking Banner on trains/ busses for advertising for last min staying Local area information point – pamphlets or tablet (ipad) App – on the go booking – approval call from the hotel – trip advisor on come up The colours of the audience – what colours not to use Flowers in the room Relaxed quick video that allows people to see the hotel in the light of someone without the audience being told what to think Come back incentives Hangover pack – new year Christmas- ask for though Review board – tweets wall, Seeing who and what is being cooked – Gormay style - open plan – look at hells kitchen Voucher to nearest gym if not got a gym included Spar relaxation area Different seasons – marketing approaches Emergency supplies services Waiting area for business trips / clients Coffee and tea in the room – improve on what is there currently Supporting the locals – advertising Dry cleaning / washing service Later checking out times options


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Strategy Version 1

• After considering our 3 main ideas, we decided we already had a student based hostel plan and business themed plan, so we wanted to make the tailored experience flexible across the whole Generation Y demographic.

• From our research we found the main points of Gen Y we wanted to focus on are: family oriented, socialising, trying new experiences, a need to give back to society, eco-friendly, and respect/trust from society and company brands.

• Our main aspects that target these areas are: homely interiors, open plan dining areas to socialise with other guests, local entertainment information, vouchers for local businesses and attractions, environmentally friendly hotel arrangements, customer service that is very friendly and personalised to young people, and honest communication.

• We think a big positive feature of Best Western hotels is the focus on the little details and the ‘personality’ that each individual hotel provides., to create a unique experience every time

Aspects of a Best Western Tailored Experience:

Rooms• Modern TV in every room – with app system where available – provides Skype, Twitter, YouTube, Netflix etc• iPod dock in every room• Homely feel to the rooms – move away from a repeated hotel style. Best Western has the appeal of every hotel being different – so create a new home from

home on every stay. Could do this by the use of furnishings, accessories, colour theme etc• Work area in each room• Refresher pack in bathrooms – to take with you to next destination or use there• Eco-friendly – don’t wash towels unless needed

Facilities• Free WiFi throughout the hotel• Games room• Business hubs on each floor – a quiet area where guests can get work done or discuss work• Park and Ride – mini bus to town centres and a late night bus for party goers – more Eco-friendly than everyone using a car• Gym on site or voucher for local gyms• Local area information points – can be info from reception or a tablet in reception areas for people to discover what’s to see and do.• ‘hangover pack’ available on request• Review wall in reception that would project tweets of what guests have thought of their stay • Emergency supplies shop – coats, umbrellas etc• Waiting areas for visiting family and friends/business partners/clients

Dining• Grab n Go breakfast packs – may options: healthy (fruit or veg packs), full English, toast and porridge options• Open plan communal dining areas. Option to either sit alone or on large table to meet new people


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Best Western Hostels – Audience Mood Board


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Best Western Hostels – Interior Mood Board


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Best Western Hostels


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Best Western Business Weekend – Audience Mood Board


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Best Western Business Weekend – Interior Mood Board


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Best Western Business Weekend


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Reviews from Sharp Agency & Best Western

Tailored Weekend: “This is the most like what we are after, but we want to focus on the experience rather than simply what the rooms will include and look like. Have a look at which aspects stand out the most.”

Hostels: “We like the social aspect of staying in a hostel, and this will appeal to young people.

However, we don’t want to down grade the best Western brand by being associated with hostels. YHA have already got this covered – it would be strong competition. ”

Business Weekend: “Business weekends don’t happen much anymore, so there isn’t an audience

for this. We do like how you have marketed this using the office art and online campaigns”


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Final Idea


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Our Development

We needed to create a theme that could run throughout all the hotels.

The best aspects from each package were – the marketing from the Best Western Business Weekend; the experience feeling of the Tailored Weekend; the social aspect of the hostels.

We thought about what type of people they want to target. They had said they wanted to target

young business people, but not only the business side of them. We then thought about the person

underneath the suit and reasons why they travel and how to create packages that best suited them.

Our next steps were to:• Look at what hotels offer in their proximity that would appeal to Generation Y• Narrow down to 10 places that have a strong set of local attractions• Create fun characters to become part of the marketing and booking scheme• Find out what makes each hotel interesting – have a look at roughly 10 and pick out their

key features• Come up with an interactive marketing scheme


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Revised Strategy


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Water Sports Music Festival Extreme Outdoors

Tourist Party

5 Reasons Why GenY Travel


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Wales

Best Western HotelsLamphey Court Hotel and SpaDiplomat Hotel and SpaAberavon Beach HotelHeronston Hotel and Leisure ClubCwrt Bleddyn Hotel and SpaRoyal George HotelWaterloo Hotel and LodgeSt. Mellons HotelCross Lanes HotelPark Way

Best Western Plus HotelsNew House CountryMaldron Hotel Cardiff

Scotland

Best Western HotelsScores HotelInvercarse HotelKings Manor HotelGlenspean Lodge HotelPark HotelBraid Hills HotelBurnett Arms HotelHilcroft HotelImperial HotelKinloch HotelMoffat House HotelQueens Hotel (Dundee)Queens Hotel (Perth)Station HotelStrathaven HotelWoodlands HotelDryfesdale Country House HotelGarfield House HotelInverness Palace Hotel and SpaGlasgow City HotelCartland Bridge HotelArgyll HotelPhilipburn Country House HotelEglinton Arms HotelBuchanan Arms Hotel and SpaBalgeddie House HotelSummerhill Hotel and SuitesThe Queens HotelThe Crianlarich HotelLovat Hotel

Best Western Plus HotelsBruntsfield HotelKeavil House HotelInverness Lochardil house Hotel

Best Western Hotel Locations


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Best Western Hotel Location

England

Best Western HotelsAbbey HotelAbbots Barton HotelAdmiral Rodney HotelAlicia HotelAmbleside Salutation HotelAngel & Royal HotelAnnesley House HotelAppleby Park HotelAtlantic HotelBanbury House HotelBeachcroft HotelBeamish Hall HotelBeaumont HotelBell in DriffieldBestwood Lodge HotelBolholt Country Park HotelBradford Guide Post HotelBrighton HotelBroadfield Park HotelBromley Court HotelBuckingham HotelBurns HotelCalcot HotelCarlton HotelCedar Court HotelCharnwood HotelCheltenham Regency HotelChilworth Manor HotelChiswick Palace & SuitesClaydon Country House HotelCliff Head HotelClifton HotelCompass InnConnaught HotelConsort HotelCoronaCresta Court HotelCrown Hotel

Cumberland HotelCutlers HotelDeincourt HotelDelmere HotelDerwent Manor HotelDonnington Manor HotelDower House Hotel & SpaDuke of Cornwall HotelEverglades Park HotelFalstaff HotelFeathers Liverpool HotelFir Grove Hotel & RestaurantForest And Vale HotelForest Hills HotelForest LodgeFrensham Pond HotelGarstang Country Hotel and Golf ClubGatehouse HotelGatwick Moat HouseGeorge Hotel (Swaffham)George Hotel (Norwich)Glendower Promenade HotelGlenridding HotelGrand HotelGrasmere Red Lion HotelGrosvenor HotelHeath Court HotelHenbury Lodge HotelHigher Trapp Country House HotelHomestead Court HotelHotel BristolHotel de HaveletHotel GleneaglesHotel RembrandtHotel RoyaleHotel Smokies ParkHotel St PierreIlfordIvy Hill HotelJersey Arms

Kenwick Park HotelKilima HotelKings Arms HotelKings Head HotelLairgate HotelLancashire Manor HotelLansdowne HotelLe Strange Arms HotelLee Wood HotelLeicester Stage HotelLeigh Park Country House Hotel & VineyardLimpley Stoke HotelLinton Lodge HotelLion HotelLivermead Cliff HotelLlyndir Hall HotelLondon HighburyLord Haldon Country HotelMaitrise Suites Apartment HotelManor HotelManor House HotelMarks Tey HotelMayfield House HotelMiddlesbroughMonkbar HotelMontague HotelMoore Place HotelMoores Central HotelMornington HotelMytton Fold Hotel & Golf ComplexNaseby HotelNew Holmwood HotelNew Kent HotelNormanton Park HotelNorth Shore Hotel & Golf ClubNorthfield HotelNottingham DerbyOaklands Hall HotelOaks Hotel

Old Mill Hotel & Leisure ClubOld Tollgate Hotel and RestaurantPalace Hotel & CasinoPalm HotelPark Hall HotelParkmore Hotel & Leisure ClubPassage House HotelPastures HotelPeacock HotelPenmere Manor HotelPhoenix HotelAston Hall HotelPrinces Marine HotelPriory HotelQueens HotelRed Lion HotelReigate Manor HotelRestormel Lodge HotelRockingham Forest HotelRoebuck InnRogerthorpe Manor HotelRoker HotelRombalds Hotel & RestaurantRose and Crown HotelRoyal Adelaide HotelRoyal Beach HotelRoyal Chase HotelRoyal Clifton Hotel & SpaRoyal HotelRoyal Victoria HotelRussell HotelRyokan HotelSalford Hall HotelShaftesbury Paddington Court LondonShap Wells HotelShip HotelShrubbery HotelStade Court HotelStratton House Hotel

Studley Castle HotelSudbury House HotelSwiss Cottage HotelTalbot HotelThe Bell HotelThe Birch HotelThe BoltonsThe Burnside HotelThe CromwellThe Gables HotelThe George HotelThe Grange at OborneThe Rose & Crown HotelThe Sea HotelThe Vine HotelThe WatermillThree Swans Hotel Tiverton HotelValley HotelVictoria Palace Victoria Square HotelWalton Park HotelWalworth Castle HotelWebbington Hotel and SpaWest Grange HotelWestley HotelWestminster Hotel (Chester) Westminster Hotel (Nottingham)Weston Hall HotelWhite Hart Hotel and EateryWhite House HotelWhitworth Hall HotelWillerby Manor HotelWillow Bank HotelYork House Hotel

Best Western Plus HotelsAngel HotelBentley Hotel & Spa

Blunsdon House HotelCambridge Quy Mill HotelCastle Green Hotel in KendalCedar Court Hotel Leeds BradfordCenturion HotelDean Court HotelDover Marina Hotel & SpaHardwick Hall HotelHenley HotelKnights Hill Hotel & SpaManor NEC BirminghamMilford HotelMosborough Hall HotelOrton Hall Hotel & SpaPark Grand London HeathrowParkway Hotel & SpaPinewood on WilmslowReading Moat HouseSeraphine Hammersmith HotelStoke on Trent Moat HouseSwan HotelThe Coniston Hotel & RestaurantThe Gonville HotelUllesthorpe Court Hotel & Golf Club West Retford Hotel Windmill Village Hotel, Golf & Leisure ClubWroxton House Hotel


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Water Sports: Deal Examples


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Music Festival: Deal Examples


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Extreme Outdoors: Deal Examples


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Tourist: Deal Examples


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Party: Deal Examples


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Marketing Strategy: Characters

• As we had these 5 themed packages to target Generation Y we wanted to come up with a way of showing the different packages. We thought about Best Western’s slogan of “hotels with personality” and thought of how we could create personalities for these packages by creating different characters for each one.

– Water sports – Person with snorkel

– Music festival – Person in wellies with headphones and an instrument

– Extreme sports – Person in a harness and a helmet

– Tourist – Person with camera and sun hat

– Party – Person with sparkly outfit with a drink

• We wanted to look at different types of characters and find one that would suit Generation Y


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Characters Style Research

Quentin Blake

Quentin Blake is most famous for the Roald Dahl illustrations.His style is rather messy and playful.

Olympic indents for the games are often an iconic representation of the different sports.

Manuel Corsi

If Best Western wanted to create there own characters we suggest this illustrator/graphic designer as he has the type of style we would want for this campaign.


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Characters Development

Weenicons · Water (seaside and in-land)· Music (Festivals)· Extreme Sports· Tourist/Historical sites (sight-seeing and museums)· Party (nights out)

“Weenicons represent a contemporary, design-led take on pop culture and retro classics. Looking at original characters with new eyes, and giving our cultural icons a 'cute' and modern twist.As the figurines reflect much-loved childhood heroes of our time, the range has longevity that ties in with the characters' long term appeal. And above all, Weenicons rock! They are proof that it is possible to be cute and cool at the same time.”


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Variations of Characters


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Characters: The Person Underneath the Suit

Barry Becky Ben Bobby Britney


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Marketing Strategy


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Marketing: Website Design


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Marketing: Website Design


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Marketing: Merchandise


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Marketing: Posters


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Marketing: Posters


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Marketing: Ambient Characters


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Pitch to Client: Notes

• Hello this is our presentation, my name is Bev, Anna, Becky, Stacy

• In our feedback session we presented these three ideas, we decided to merge all the best aspects that you liked into a new idea of ‘Your Best Western’

• We looked into the target audience Generation Y and we understood they were a young business person but you wanted to target to person underneath the suit. We realised there are many different types of people that fit into this audience depending on their hobbies and interests.

• Our research and knowledge shows that when you’ve booked a hotel you look at the interesting things to do in that area, or vice versa you pick a hotel near to an attraction or event that you are going to. This demonstrates a great link of local attractions and hotels which is what we have explored.

• ‘Your Best Western’ has 5 main packages, water sports, music festival, extreme outdoors, tourist and party. Each package provides the customer with a themes experience around the theme they have chosen and their personality. The experience of the packages with offer discount to the local attractions for each package. Best Western will also tailor around these experiences to provide an optimal visit.

• For example, Water sports could offer… • · near the sea, lakes or water sports centres• · equipment lockers/storage areas, information for repair

/replacement services for broken items. • A ‘Warm up’ or ‘Cool down’ kit will be provided on request on

an evening. The ‘Warm Up’ kit will include slippers, a hot drink & meal and a hot water bottle. The ‘Cool Down’ pack will include

• Music Festival• · The Music/Festival pack provides discount/VIP tickets for

local events an• · National Express coach tickets as part of the package/price.• · Festival packs - include: poncho, face wipes, hand sanitizer

and toilet roll.• Extreme Outdoors• equipment lockers /storage areas• lunch grab bag with a choice of a healthy or big lunch filling• a refresher pack in the rooms on the return to the hotel.• Staff can recommend/provide information on the best

picturesque routes/locations.• Tourist• A scrap book will be available on check in, which can be used

to remember your trip• Staff will be able to talk guests through a holiday plan –

suggesting the best routes to take, transport to use and attractions to group together.

• Part of this can be ‘Secret Treasures’, where less well-known cafes/attractions/shops that are well worth a visit are recommended to fit within the route/day you’ve planned.

• Party

• Hotels that offer the Party package would offer discounts for certain clubs/bars.

• A hangover pack will be available on request which would contain: water, vitamins, face wipes, a hangover ‘smoothie’ and slippers.

• Members of staff would be available to take a photo of your group before a night out, and put it into key ring/frame ready for when you leave.

• Gift packs would be available on request for special occasions such as hen/stag nights or birthdays.

• Characters – To market each package we came up with characters for each experience. We wanted to really emphasise that we were aiming at Generation Y, young business person but the person underneath the suit, these 5 characters would appear on the website and then when rolled over they would turn into packages for each experience. Water sports, music festival, extreme outdoors, tourist and party.

• These characters would feature in the campaign throughout and with their given names.

• As well as each package the hotel would offer an overall experience in ‘Your Best Western’ including

• Free WiFi throughout every hotel • Flexible meal and dining plans – grab n go breakfasts, variety

of evening meal times• Open plan lounge and dining areas to socialise, outdoor

eating spaces• Discounted taxi service to local attractions from the hotel• Local area information points within reception• Emergency supplies shop – coats, umbrellas etc• Hangover pack available on request for ‘party’ locations• Friendly, helpful and inviting staff• Prices are based on price per room not per person• Flexible check-in and out times• Larger rooms to accommodate groups of people e.g. 5 – 10• Homely but stylish interiors to the rooms• Modern technology in bedrooms where possible e.g. high

quality TV• Refresher pack in bathrooms• Here is the website• Here is merchandise and special features the hotel

experiences would offer, for instance the music festival poncho. We also included some examples of office equipment that Generation Y would use and then think of ‘Your Best Western’. Another marketing tool is a direct main flip book that you could send to your current clients that fit into this audience to promote the company are recognising people’s characters and show that they can be the character they are.

• Here are some of the marketing posters and billboards.• End


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Your Personality. Your Experience. Your Best Western

Theholygrail

Business

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