The Marketing Plan for Gilligans Backpacker Hotel - Research Paper Example

Download file to see previous pages A marketing research plan is important in setting out how the marketing strategy is going to be put into practice. The marketing research plan ensures that everyone in the business knows what is being done and what each member needs to do to make it happen (Clark 2005).
The organization I choose to do a market research plan is Gilligan’s Backpacker Hotel located in Australia in the entertainment industry. The hotel and resort provide a good attraction for visitors all around the world both local and foreign visitors. Most of the tourists either begin or end their tours in the cairns vibes in the hotel. At Gilligan’s hotel, you can drive right into the party scene filled with regular social events and cool people. The hotel is strategically located near the sandy beaches therefore it provides an idle place for visitors to visit (Ooi & Laing 2010).
The resort is an Australians leading youth hotel resort. Not many aged people visit the hotel. Services offered by the resort include traditional backpacker accommodation rooms as well as hotel rooms. The rooms are fully conditioned with ensuite. Other services available include free linen provision, free airport pickup between 8 am and 8 pm every day, free Wi-Fi, internet café as well as stunning lagoon swimming pools. Entertainment facilities include open deck bars, heaps of plasma televisions, outdoor pub screens and various sporting events. However, very few aged people visit the hotel as the majority of visitors visiting the hotel are aged 55 years and below. It is, therefore, important to conduct market research outlining the collection of information to identify the gap that exists within the market for a new product aimed at individuals aged 55 years and above. ...Download file to see next pages Read More