Some Q& A from Tequila Sunrise (Posted 14/Aug/2023)
Some Q& A from Tequila Sunrise (Posted 14/Aug/2023)
Website visitors: I would like to ask if it is possible for Tequila Sunrise to share access for you or me for its google analytics account. So that we could have some demographics or geographics data of website visitors.Ans:
+ Male (60%)/ Female (40%)
+ Age (20s-30s) also a small percentage of outliers in 40s-50s
Email database: Do they have a list of email for their current customers or potential customers? How do they acquire email address? Have they use the list for any email marketing activities?
Ans: We do have a database of email from customers, but it is currently on Cloudbed and Booking.com the service providers. No email marketing is being done.
Characteristics of current customers: Do they have some information regarding the current customers?
3.1 Travel purpose as compared to last year.
Monthly share of business reservation
3.2 Top nationalities and insights
General insights:
+ Average daily rate (current vs last year): AUD 76.91/AUD 39.81
+ Avg length of stay (in nights) (current vs last year): 3.18/2.71
1. Australia: Reservations in % (current vs last year) (33.11%/63.57%)
Note: South American guests booked via their agencies in Australia
+ Average daily rate (current vs last year): AUD 75.60/AUD 39.24
+ Avg length of stay (in nights) (current vs last year): 2.63/2.41
2. UK Reservations in % (current vs last year) (9.51%/4.54%)
+ Average daily rate (current vs last year): AUD 77.24/AUD 44.32
+ Avg length of stay (in nights) (current vs last year): 2.89/2.96
3. Germany Reservations in % (current vs last year) (7.97%/3.05%)
+ Average daily rate (current vs last year): AUD 74.20/AUD 43.84
+ Avg length of stay (in nights) (current vs last year): 3.2/3.84
4. Spain Reservations in % (current vs last year) (6.28%/1.85%)
+ Average daily rate (current vs last year): AUD 82.50/AUD 36.01
+ Avg length of stay (in nights) (current vs last year): 5.78/3.82
5. Japan Reservations in % (current vs last year) (5.76%/2.58%)
+ Average daily rate (current vs last year): AUD 71.88/AUD 37.68
+ Avg length of stay (in nights) (current vs last year): 5.78/3.82
Monthly share of reservations from Australia
Monthly share of reservations from UK
Monthly share of reservations from Germany
Monthly share of reservations from Spain
Monthly share of reservations from Japan
Monthly share of reservations from Other
3.3 How do current customers know about Tequila Sunrise Hostel Surfer Paradise? (e.g., is it from friends, tripadvisor reviews, or other review pages?)
- Friends (WOM)
- Google reviews- Booking.com direct search
- HostelWorld direct search
3.4 Guest experience (data from booking.com):
+ Current review score: 8.3 (Good) from 1490 reviews
+ 44.2% of guests rated the property lower than the current review score (658 reviews)+ 55.8% of guests rated the property higher than the current review score (832 reviews)
Sample reviews: (the reviews in different languages can also unveil guest nationalities)
+ Basic categories: (overall)
4.Would they like to focus/attract new target market ? Any plan in their mind in terms of characteristics of the new target market (e.g., Nationalities, long term vs short term stay, etc) that they want to focus on?
Ans: For now, no plan is readily available.
5.Is there any competitor (other hostels) that they want to focus on?
Ans:
+ Bunk Surfers Paradise International Backpacker Hostel
+ Budds in Surfers
+Surf Inn Boutique Backpackers
About Your Client
BELOW IS SOME INFORMATION ABOUT TEQUILA SUNRISE HOSTEL FROM ITS WEBSITE.
At Tequila Sunrise Hostel, we believe that the key to a memorable travel experience lies not only in the destination but also in the people you meet along the way. That's why we take great pride in introducing our exceptional team, who are committed to ensuring that your stay with us is nothing short of extraordinary.
We currently have three locations in Australia and we would like to ask you to develop digital marketing campaign which focuses on the Surfer Paradise location.
The majority of our sales are generated through booking.com, with the remainder split between HostelWorld and our own website. Consequently, our current marketing strategy revolves around garnering positive reviews on these platforms, especially on booking.com, Google reviews, and HostelWorld. However, it is important to acknowledge that these venues impose varying commissions and may enact policy changes, potentially impacting our sales. As a result, we are actively working to reduce our reliance on external booking agencies by encouraging customers to book directly through our website.
One of our most successful marketing techniques for the Surfer Paradise hostel is word-of-mouth. We place great emphasis on creating a welcoming and home-like atmosphere, fostering strong connections between our guests and staff. This approach has proven to be highly effective, as many of our guests have developed lasting friendships with our team members. By cultivating this sense of community, we aim to drive sales through the positive experiences shared by our satisfied customers.
Vision & Mission
We do not currently have a specific vision or mission statement, but would love to hear any ideas you have based on the information available to you.
Organisational Structure & Staffing
Tequila Sunrise Surfer Paradise has a total number of 9 employee. Their tasks and responsibilities are listed below.
1. Hostel manager cum receptionist: 2
2. Chef: 2
3. General hostel manager: 1
5. Cleaners (part-time): 4
6. Digital marketer (part-time): 1
Website and Social Media
Tequila Sunrise has a website and a brand page on Facebook and Instagram.
https://tequilasunrisehostels.com/
https://www.facebook.com/tequilasunrisesurfers/
https://www.instagram.com/tequilasunrisesurfers/
Business Objectives
Increase more customers and sales.
Increase brand awareness.
Increase digital engagement (i.e., comments and share)
Increase customer loyalty.
Budget
A budget for the three to six months campaign will be AUD 6,000.
Additional Information
Students are not allowed to contact the client directly. We have nearly 200 students in this course. The client will be very unhappy if they have to communicate with each of our students. The questions should be sent to your tutor and the convenor (Jiraporn-Nui) will contact the client.
Of course, you can click 'Like' and 'Follow' the brand page to get up to date information on its digital marketing activities.
