You are the Sales & Marketing Manager of a 150 room, independent hotel. The property is in a trendy location, close to the offices of several media and fashion companies. The main street has many independent shops and restaurants.

Your hotel has a bar and small restaurant/ coffee shop, popular with guests and locals.

The business mix is 50% Corporate and 50% Leisure.

35% of your guests book via your own website

20% via GDS

30% via OTA

10% book direct over the phone with the Sales office

5% via FIT agents.

The owner is about to complete a refurbishment of public areas and bedrooms, so you now have the opportunity to create a new Executive floor of 50 rooms, with lounge area to be sold at a premium.

You are confident you can sell these new rooms if you position them correctly to the right customer.

please answer the following questions:

1/ Suggest which of your customers you will target for the new rooms and why

2/Decide how you will differentiate the new experience

3/Explain how you aim to integrate these experiences into the product and your marketing.