Marketing Communication Plan

In this chapter a detailed SWOT analysis can be found, followed by a summarising table which indicates the SWOT meeting point.

2.1. Strengths
1.History.
The hotel is situated in an Art Nouveau1 building dating back to 1902. The historical value attracts tourists.
2.Location2.
Grand Hotel is easily accessible from the motorway and situated only 10 km away from Maastricht-Aachen Airport. Trains, buses and taxis are available directly across from the hotel.
3.Parking.
The hotel has easy accessible private parking, however, the space is limited.
4.Indoor swimming pool.
An in door swimming pool is a good attraction for leisure tourists, even if they do not use it they consider it as an extra facility.
5.Private infra-red saunas.
Grand Hotel de l’Empereur was the first hotel in Holland which had this facility.
6.Function rooms.3
The hotel has flexible meeting rooms offering groups from 8 up to 1,250 people the technical support and comfort.

7.Brand.4
Grand Hotel de l'Empereur belongs to a well known Holland Amrâth Hotels chain. Guests have the opportunity to recognize the quality.


2.2. Weaknesses

1.Loyalty.
Due to the fact that the hotel at this time focuses both on business and leisure guests there is no loyalty program.

2.Outdated building.
The building in which the hotel is situated is built in 1902, some of the features do not meet the modern requirements5, for example there is no sound insulation, the sealing in some rooms is too low, the floors need to be changed etc.

3.Price adjustments.

The prices are not yet well adjusted for not refurnished rooms, some rooms that have old equipment still have the same price as the modern ones. That happened because there is no possibility to refurnish all the rooms at the same time.…