An integrated marketing communications plan for the Xara Palace Relais & Châteaux : a 5-star boutique hotel in Mdina, Malta

Abstract

The aim of this Integrated Marketing Communications Plan for The Xara Palace Relais & Châteaux in Mdina (Malta) is to highlight the positive benefits and experience one can gain when staying in a luxury, 5-star boutique hotel within cultural and historical surroundings. The first section of this study looks at the overall industry in which The Xara Palace Hotel operates, as well as the 5-star hotel category in Malta and trends affecting the accommodation industry. The current promotional program is also presented in the situation analysis, as well as the competition, environmental factors, and the way the typical customer behaves within this sphere. A qualitative research type of method was used in order to gain insight into what boutique hotels really are, who they cater for, and how they should be marketed. The city of Mdina was also analysed in two of the interviews in order to analyse what this historical city can offer to a visitor. In-depth interviews were conducted with several key personnel. Results show that in service businesses such as boutique hotels, it is the physical surroundings and employees/hotel representatives that actually create an image and affect consumers' behaviour. Results also show that the concept of a boutique hotel does not seem to be very clear within the local market. An IMC plan was drawn up for The Xara Palace Hotel for the year November 2011 - October 2012, using a budget limit of €100,000. The audience contact tools implemented in this plan are print media, direct marketing, interactive/Intemet marketing, PR/publicity, sponsorship, event, an on-site weekly activity, and collaborations with cultural tour operators. This IMC Plan can be used by The Xara Palace Hotel to communicate the essence of what it is to be a unique boutique hotel and what it can offer in terms of luxury, culture, history and the arts to the hotel's target markets.