Case Study: The Wickaninnish Inn

Located in Tofino, the Wickaninnish Inn (or "the Wick," as it's affectionately known) is a world recognized high-end property famous for offering four seasons of luxury experiences on BC's "wild coast." But how does the Wick stay top-of-mind with tourism consumers? A quick look at their marketing mix offers some

answers:

Product: The inn has long been a leader in offering experiences that go above and beyond a room in a luxury hotel, starting with their storm-watching packages in the late fall, a time that was once their offseason.

Place: Reservations can be made online on the inn's website, via a toll-free number, through OTA sites

including TripAdvisor (where reviews are constantly monitored in order to engage with customers), and

other reservation services including the HelloBC program. The staff constantly engages with, and monitors

their customers, tracking trends in traveler purchasing behavior to ensure it is front and center with the

inn's target markets.

Promotion: The inn has a well-maintained, visually rich website and social media presence on Instagram, Twitter, Facebook, YouTube, Pinterest, Google+, and Flickr (a presence that shifts constantly depending

on where consumers can be found online). Its site features a media page with blogs, press releases, and high-resolution photos and videos to ensure journalists can easily post a story at any time.

Pricing: The inn has a comprehensive revenue management and pricing plan that includes packaging and

promotions for all seasons. The pricing reflects offering value to guests, while confidently staying at the higher end of the scale.

People: Not only does the inn attract and train staff who deliver on its promise of exceptional experiences, the Wick also has a multi-person team responsible for sales, marketing, and media (blogging, press releases, photography, hosting familiarization tours).

Programming: Programs include packaging under themes such as elopement, natural, seasonal, romantic, spa, and culinary. Many packages include the involvement of hotel personnel such as an elopement coordinator or concierge to help guests plan specific value-added and memorable components of their

experience, such as a last-minute wedding (Wickaninnish Inn, 2015).

Partnership: The Wick partners with other experience providers and events such as the Tofino Saltwater Classic a fishing tournament hosted by Brendan Morrison of the Vancouver Canucks. By supporting the

event as a platinum sponsor (Tofino Saltwater Classic, 2014), the representatives from the inn meet new potential guests and solidifies its place in the community.

Physical evidence: In addition to familiarization tours, the media team ensures the inn is considered for a number of high-profile awards, and celebrates wins by broadcasting these as they occur (e.g., Travel and Leisure Awards World's Best Winner 2014). Prize logos are placed on the inn's home page online, in print ads, and in physical locations on the property. The inn also has a regular consumer newsletter that celebrates achievements and shares promotions with past and future guests.

Answer the following questions:

1. Imagine the inn received a review on TripAdvisor that showed a customer was not satisfied. How might it deal with this?

2. Visit the company's website at www.wickinn.com. Who are the target customers? How is this conveyed on the site?

3. What are the prices for packages and accommodations? What does the price signal to you about the experience you might have at this hotel?

4. Do an online search for "Wick Inn" using your favorite search engine. What are the first five links that come up? How do these present the property? What hand does the inn's staff have in these results?

5. Look at the community of Tofino as it is presented online and name five potential partners for the Wick.

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