Means of attracting European customers to Baltiya Hotel in Saint Petersburg, Russia
Ponomareva, Tatiana (2016)
Ponomareva, Tatiana
Haaga-Helia ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016061613133
https://urn.fi/URN:NBN:fi:amk-2016061613133
Tiivistelmä
The following thesis is a research-oriented study, which aims to provide a comprehensive picture of current and possible marketing strategies of Baltiya Hotel located in Saint Petersburg, Russia. In particular, the report investigates the means of attracting European customers to Baltiya Hotel and keeping them coming back. Therefore, the author’s goal was to come up with development suggestions, which will then be put into action by the management of Baltiya Hotel.
The theoretical framework is based on contemporary marketing studies corresponding to the problem being researched. The situation assessment includes a thorough overview of the Saint Petersburg hotel market performance, as well as PEST, SWOT, and competitor analyses. The report integrates both quantitative and qualitative data. Therefore, a specially designed questionnaire was proposed to European guests of Baltiya Hotel in order to investigate the level of satisfaction with the hotel’s services and develop a profile of this type of guests. In addition, two in-depth interviews were conducted, one with a Haaga-Helia Principal lecturer frequently travelling for business purposes, and another one with the director of sales and marketing at Baltiya Hotel. The aim was to discover typical expectations and perceptions of a European business traveller in relation to hotel services, as well as to obtain information on the current marketing strategies implemented by Baltiya Hotel.
The results of the thesis reveal several gaps between the measures undertaken by Baltiya Hotel to attract more European guests and actual results from these measures to targets. Therefore, improvement suggestions were provided to the hotel management in order to be promptly put into action. The emphasis was placed on upgrading the company website, improving the hotel restaurant menu, increasing social media engagement with the hotel customers, and ensuring personal interaction with the new potential markets in Europe. These measures are supposed to facilitate revenue generation, as well as to ensure that the management is working towards improving the company’s overall effectiveness.
The theoretical framework is based on contemporary marketing studies corresponding to the problem being researched. The situation assessment includes a thorough overview of the Saint Petersburg hotel market performance, as well as PEST, SWOT, and competitor analyses. The report integrates both quantitative and qualitative data. Therefore, a specially designed questionnaire was proposed to European guests of Baltiya Hotel in order to investigate the level of satisfaction with the hotel’s services and develop a profile of this type of guests. In addition, two in-depth interviews were conducted, one with a Haaga-Helia Principal lecturer frequently travelling for business purposes, and another one with the director of sales and marketing at Baltiya Hotel. The aim was to discover typical expectations and perceptions of a European business traveller in relation to hotel services, as well as to obtain information on the current marketing strategies implemented by Baltiya Hotel.
The results of the thesis reveal several gaps between the measures undertaken by Baltiya Hotel to attract more European guests and actual results from these measures to targets. Therefore, improvement suggestions were provided to the hotel management in order to be promptly put into action. The emphasis was placed on upgrading the company website, improving the hotel restaurant menu, increasing social media engagement with the hotel customers, and ensuring personal interaction with the new potential markets in Europe. These measures are supposed to facilitate revenue generation, as well as to ensure that the management is working towards improving the company’s overall effectiveness.