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Strategic SWOT Analysis

The familiar and oft-utilized SWOT scan of an organization’s operating environment also
can be used during a communications audit to determine the effectiveness and efficacy of
the organizations efforts to influence its stakeholders.

In a SWOT scan, two internal factors (Strengths and Weaknesses), and two external
factors (Opportunities and Threats) are identified. Essentially, this can be considered to
coincide with the familiar listing of advantages and disadvantages one uses to determine
a course of action in one’s business or personal life.

A public relations SWOT analysis is very useful in matching resources and capabilities to
the environment in which an organization operates, and can be very effective and
instrumental in determining communications/action strategy and tactical selection.


A public relations SWOT analysis should begin by listing the communications resources,
capabilities, and positive assets that can be used to give your campaign a competitive
advantage. That is, things you already have that you can use to rise above the noise of the
ambient message clutter. The list should be exhaustive, and can include business-related
strengths that are reputation-oriented, such as innovative proprietary advantages (e.g.
patents, research capabilities, proprietary know-how, good branding), a solid reputation
among stakeholders, and credibility with – and access to – influencers.


If certain strengths are absent, view it as a weakness. For example, lack of proprietary
advantages, lack of a solid reputation, and lack of credibility. If any desirable strengths
are marginal, this also is a weakness. Weakness might include limited proprietary
advantages, a poor reputation among customers or clients, low capability to react quickly
to emergency community situations, lack of experience in issues management, no crisis
management/communications plan, an inability to react quickly to public relations
opportunities, and no competent and experienced outside public relations counsel.


Articulate new opportunities to enhance your organization’s reputation through strategic

communications efforts, carefully selected event sponsorships, and major relevant
partnerships and coalitions. Look for unfulfilled public needs, establishment of new
communications outlets and media technologies, any changes in procedures and
regulatory roadblocks. These external factors will enhance the organizations potential for
profit and growth.

Finally, list the threats (both real and perceived) that can hinder the effective acceptance
of your messages. Most opportunities also contain hidden threats. The list can include
things such as hostile “gotcha” media practices, predisposed attitudes of important
publics to certain issues that are detrimental to the organization, competitors who are
looking to “steal your lunch,” legislative disenchantment with your industry, adoption of
new laws that heavily regulate your organization’s activities, and increased barriers to


Use a SWOT matrix to develop your strategies based on your lists.

Strengths Weaknesses
Opportunities S-T Strategies
Threats W-T Strategies

• Determine how you will use strengths to enhance opportunities (S-

O). Find those opportunities that fit well with your organization.
• Determine how you will use opportunities to strengthen your
weaknesses (W-O).
• Determine how you will use strengths to face your threats (S-O),
and reduce your vulnerability.
• Determine your defensive plan (W-T), in order to keep your
weaknesses from being exploited and susceptible to outside threats.
Business SWOT
Personal SWOT
SWOT Worksheet

Business SWOT Analysis Achievement
What makes SWOT particularly powerful is that with a
little thought, it can help you uncover opportunities
that you are well placed to take advantage of.

Discover the 39 essential

tools needed to win control
of your time and make the
very most of your life.

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And by understanding your weaknesses, you can manage and eliminate

threats that would otherwise catch you unawares.

More than this, by looking at yourself and your competitors using the SWOT
framework, you can start to craft a strategy that helps you distinguish yourself
from your competitors, so that you can compete successfully in your market.

How to use the tool:

To carry out a SWOT Analysis, print off our worksheet, and write down
answers to the following questions:

SWOT Analysis
SWOT stands for Strengths, Weaknesses, Opportunities, and Threats, a SWOT
analysis is used to determine where the hotel stands both internally and in relation to its
competitors. Strengths and weakness are the internal characteristics the hotel can
improve upon, while opportunities and threats come from the market as a whole and must
be considered in the decision making process.
The Omni Interlocken Resort is located at 500 Interlocken Boulevard in
Broomfield, flush against Boulder’s flatirons with a magnificent view of Long’s Peak.
The four star, four diamond hotel is in a new, expanding area just thirty minutes from the
Denver International Airport and twenty minutes from downtown Denver. The Omni
houses 400 room luxury rooms made up of 13 elegant suites and 377 deluxe suites. Each
suite is full of elegant amenities that one would find in only the finest of hotels. The
technology meets and exceeds the high standards of today’s business person. Moreover
the upscale leisure traveler will find a 27-hole golf course and nearby recreation in the
mountains including kayaking, hiking, biking and of course, skiing. The Omni has two
restaurants and two lounges providing four distinct atmospheres, as well as 24-hour guest
room dining. 34,000 square feet of meeting space fully equipped with the latest
technology and on-site technicians give the Omni a plethora of options for conventions
and meetings.
Location- Far removed from the congestion and hassle of downtown, yet only a twenty
minute drive from any of the convention center hotels, the Omni offers the rustic appeal
of Boulder with the perceived benefits of downtown Denver. The Pepsi Center, Invesco
Field at Mile High, and Coors Field, all relatively new stadiums in the Denver area are
less than twenty minutes away. The hotel is just a short ten minute drive from downtown
Boulder, the University of Colorado’s main campus, Folsom Field, home of the Colorado
Buffaloes, and skiing is as close as a half-hour drive. This strategic location in a
relatively new subdivision makes the Omni an attractive hotel to business people and
leisure travelers alike.
Recreation- The Omni and the Inverness are the only two hotels in Colorado with an on-
site golf course. However, the Omni owns and operates its course, unlike the privately
owned Inverness course; this allows the Omni to close all or part of the course for charity
or corporate functions. The 27-hole, par 72 course stretches for 7,100 yards with 400 feet
of elevation changes, a panoramic view of the Rockies from Pike’ Peak in the South to
Longs’ Peak in the North. Split into three nine-hole courses, the El Dorado, the Vista and
the Sunshine this exceptional course is in the top three resort courses in Colorado by
Colorado Golf Digest, but is well suited for golfers of any skill level. Warm up on the
fully landscaped driving range with five bent grass target greens, 12,500 square foot
putting green, or chipping green with upgraded Balata range balls, or if your game is in
need of some work take advantage of the Academy of Golf, which offers Full Day
Schools, Full Swing Power Sessions and daily sessions for men, women and kids in
addition to private sessions.
If golf is not on the agenda the Omni has a state-of-the-art fitness center featuring
Cybex weight training equipment, StairMaster, treadmills, free weights and exercise
bikes, as well as a Get-Fit Kit with a floor mat, two dumbbells and elastic bands for
guests who would rather exercise in the comfort of their own room. A full-service spa
facility offers five different full-body massages, body treatments, sauna, pedicures,
manicures and facials as well as a heated outdoor swimming pool and whirlpool, scenic
hiking, walking, jogging and biking paths, and complimentary bike rentals.
For those shop-a-holics FlatIron Crossings shopping center and entertainment
complex; featuring over 200 retail shops, restaurants and cafes surrounded by over 30
acres of parks, streams and trails is within walking distance.
The Omni is just a short drive to some of the best white-water rafting in the
country, including the scenic Arkansas, Clear Creek and Colorado Rivers, 30 minutes
from Eldora Mountain Resort, a family ski resort featuring skiing, snowboarding,
snowshoeing and cross country trails and a stone’s throw from Red Rocks Amphitheater,
a world-famous natural red rock amphitheater located in nearby Morrison. Horseback
riding and gorgeous mountain views are each just forty-five minutes away at Gold Lake
and Estes Park: Gateway to the Pock Mountain National Forrest respectively. Black
Hawk and Central City Casinos are also forty-five minutes away, with many ski resorts
only about an hours drive.
Meeting Facilities- With 34,000 square feet of meeting space the Omni can host almost
any size function. Two ballrooms, the Intelocken Ballroom and the Centennial Ballroom,
have a combined capacity of over 1,400 in 13,172 square feet with ballroom pre-function
areas with spectacular views. Seven self-contained meeting rooms featuring ISDN ports
and ergonomic chairs, an executive boardroom with windows overlooking the pool area
and golf course and Spruce and Fir rooms overlooking the golf course and featuring
floor-to-ceiling windows, built in audio/visual equipment, CD players and TVs can
accomidate any meeting agenda. A buffet style conference room can hold 50 people and
in-house audio/visual equipment will meet the needs of even the most tech-savvy
conventioneers. A key to the Omni’s convention and meeting space is Business Center
located next to the conference rooms, complete with Apple and IBM equipped guest
offices and a Special Conference Concierge on staff to assist with all stages of any event.
Beautifully landscaped courtyards are suitable for dining, entertainment and private
functions year round.
History- Omni is a privately owned company which began as one of the first luxury
hotels in the world, and jumped ahead of the game by implementing a guest recognition
program and renovations for up to date technology. Omni was one of the few luxury
hotel chains to have Y2K compatibility. The Omni hotel chain has the longest
continually running hotel in the United States. It has also been a second home to many of
America’s celebrities including Chicago Cubs’ sportscaster Harry Carey and music and
film legend Frank Sinatra.
Attractions- Only ten minutes from downtown Boulder, home of the University of
Colorado, Boulder Campus and Folsom Field, the Celestial Seasonings Tea Company
headquarters, Collage Childrens Museum, Fiske Planetarium and the Boulder Dushanbe
Teahouse, and only twenty minutes to downtown Denver home to Coors Field, Mile High
Stadium, Pepsi Center, Denver Performing Arts Complex, Denver Art Museum and
Elitch Gardens - a Six flags amusement park the Omni is in close proximity to many of
the Denver area’s biggest tourist attractions.
Amenities- The Omni offers luxurious amenities, including
Fully-stocked refreshment center
Plush terry robes
Evening turndown service available
Triple sheeting on beds
Foam and Feather pillows
Down pillows available upon request
Scales in bathroom
Twice-daily housekeeping service available upon request
Iron and ironing board
Hair dryer
In-room safe
Complimentary USA Today delivered to your room each morning
Dual line speaker phones with data port
Voice mail
Executive desk with modem outlet
High-speed Internet access - Ethernet
Lodge Net system featuring on-demand hit movies and Nintendo 64 ® videogames
Web TV
Location- The location of the Omni Inter locking can be a strength but it can also be a
weakness, business travelers and leisure travelers alike do not realize how close the Omni
is to downtown Denver, or the mountains. Often times inquiries include questions about
which airport is closest, even though DIA is closer to Broomfield than downtown
Denver. Being outside the downtown business district is also a weakness for the Omni;
many guests need not only to be close to the Convention Center, but other hotels in that
Weather- Colorado gets about 300 days of sunshine annually but not all those days can be
spent playing golf. The Omni golf course cannot be played on year around and that is
one of the hotels largest and most profitable amenities.
The Omni hotel offers a lot of opportunities for frequent guests. Whether it is a
business traveler or the leisure traveler the Omni offers a great deal of packages that
appeal to both.
Omni Select: Consists of “the little things” to make a guests stay more pleasurable. The
hotel keeps records of guests and decides what they like and has it already in their room
when they arrive. Also included is: express check-in/check-out, a complimentary
morning beverage and choice of newspaper. After 6 stays the guests can become a gold
member and receive more desirable room rates.
Omni Club: This simply offers concierge service, an executive lounge with morning and
evening cocktails and hors d’ oeuvres with VIP amenities available. VIP gifts include
wine and cheese baskets and gift certificates or any other basket upon request.
Omni ESP: The Executive Service Plan (ESP) was created to simplify reservations and
increase experience.
Omni Express: This is a program is a 24-hour hotline specifically for meeting planners, 1-
Omni Kids: The Omni kids program is the most popular among leisure guests traveling
with families. For the kids they offer a list of the top attractions near the hotel, a rolling
backpack filled with games, puzzles, and books, giant crayons and coloring books, a
children’s cup with free refills, kid menus, and a nighttime snack. For the parents they
also offer outlet covers and a first-aid kit to keep their minds at ease.
The biggest threats to the Omni Interlocken Resort are the Westin and downtown
Denver hotels. The Westin is the nearest upscale hotel to the Omni, and competes for the
same markets, mainly business travelers, small conventions and meeting and upscale
leisure travelers. Downtown Denver hotels are a threat because of their location. One of
the Omni’s toughest tasks is getting customers to stay or even consider hotels outside of
the central business district and Denver. The Inverness Hotel, which is the only other
Colorado hotel with an on-site golf course, is also a competitor for those guests on a gold
vacation. The Omni Interlocken uses the flexibility of their three nine-hole courses, club
house, extensive practice facilities and golf schools with on-site professionals to outsell
the Inverness.
Westin: The Westin Westminster is located at 10600 Westminster Boulevard less than is
ten minutes for the Omni Interlocken. It is also a four diamond hotel located in between
Denver and Boulder, overlooking the mountains. The Westin is closer to Denver than the
Omni by three miles. With 30,000 square feet of meeting space and all the amenities
required for the business traveler it is ideal to hold a conference.
The strength of the Westin is its amenities: rooms with mountain views, high-
speed internet access, in-room safe, indoor pool and outdoor whirl pool. Also, they have
18 meeting rooms with 30,000 square feet available the largest being 12,000 square feet.
In all the meeting rooms they have the latest technology including a WaveLan wireless
data system, T-1 lines expandable to T-3, and a combination of fiber optics and telephone
drops, a comparable amount of outdoor meeting space.
The Westin has one dinning establishment, O’s, with a connected lounge called
the O Room In addition, the only attraction within walking distance is a movie theater.
Its threats are the Omni Interlocken and downtown Denver hotels that attract their
main concern, the business traveler.
Downtown Denver Hotels: One of the Omni’s main concerns is the luxury hotels of
Denver. They attract much of the business because of their location in relationship with
the convention center. Many business travelers do not want to be far from DIA and
where they need to conduct business. However, those that come to Colorado to see the
mountains and get out of the city might make the location of the hotels in Denver a
weakness. Still, most of the threats of Denver’s upscale hotels are the other hotels they
are competing with. In Denver there is the Hyatt, Marriott, Brown Palace, Teatro, and
the Warwick among others.
The Inverness: The Inverness, located at 200 Inverness Drive West south of Denver, has
31 meeting rooms that span across 60,000 square feet. It is a four star hotel as well as a
fitness and golf club which includes:
Indoor and outdoor Whirlpool/Swimming Pool
Exercise rooms
Cardiovascular equipment
Weight training equipment
Locker rooms
Massage room
3 lighted tennis courts
Volleyball courts
Walking and jogging trails
The golf course is a PGA Championship course and considered one of the top ten
in the state by Colorado Golf Digest. It is an 18-hole, 6,890 yard course.
The golf course is privately owned and has higher green’s fees than the Omni. This is
one weakness of the hotel. Others are its location outside downtown Denver. It is,
however, in a fine business location in the Tech Center.
The Inverness offers two package deals. One is the bed and breakfast package
which is going for $109 a night in a deluxe room. Going for $159 is the "a taste of the
ocean package" which includes a room and a seafood dinner.
The Invernesses threats are the Hyatt and the Marriott in the Tech Center and of
course the Omni Interlocken.
The Omni Interlocken’s strengths lie in its recreation and amenities. The golf
course appeals to the business traveler significantly and had a lot of power when it comes
to choosing the right hotel for their company. Other hotels have difficulty matching the
number and variety of dinning, meeting, recreation and amenity options.
Marketing Philosophy
The Omni divides its marketing efforts into two distinct areas macro marketing
and micro marketing. Marco marketing includes corporate marketing and group
advertising on a national level within the Omni chain. For example Omni has recently
begun to award airline miles, and has implemented a nationwide ad campaign to advertise
this to individuals and corporations. Micro marketing is within Colorado, specifically in
Colorado Bride magazine, at regional success meetings for other companies and with the
P.C.M.A. (Professional Convention Management Association). The Omni stresses
individualized service to tangibilize their guest’s stays, as well as specials like pre and
post-ski packages. The Omni has also attacked to the newest marketing frontiers, e-
marketing with e-mail blasts.
Like many hotels the Omni has attempted to woo customers that in the past would
not have been profitable for the hotel. Among these groups are government and religious
organizations, per-diem customers and must travel types who, although looking for a
discounted rate, fill rooms and convention spaces that would otherwise be empty.
The Omni also takes advantages of its golf course in its marketing efforts. The Omni
holds the annual Avalanche Charity Golf Tournament, and recently booked the
Avalanche Wives Banquet which they would have otherwise not have had access to.
Target Markets
As previously discussed the Omni has been forced to add new markets into their
marketing plan, including government and religious groups as well as per-diem guests,
but the hotel maintains its mindset of individualized service designed for the business
traveler and other guests who desire first class service. The Omni and the Brown Palace
are the only four star/four diamond properties in the Denver area, and the Omni works
diligently to provide the amenities that business travelers and their spouses be they male
or female, desire. As well as the creature comforts that guests of luxury hotels have come
to expect.
Using Price as a Weapon
To understand why people are willing to pay for the luxuries the Omni offers, the
hotel must be broken down into internal and external factors.
Internal Factors for the Business Traveler
Omni Interlocken Resort is very proud to cater to the business traveler through
what they call “Executive Express.” This is a full service production resource for all your
business convention and meeting needs, located conveniently within the hotel. Executive
Express has been specifically created to support the needs of business travelers, meeting
planners and presenters. Executive Express offers a wide range of services including:
copying/printing, computer and office equipment rentals, design and fulfillment services,
mailing and shipping, communication, secretarial services, presentation assistance and
advertising specialties.
Conference and banquet facilities: Omni Interlocken Resort offers the most advanced
technology available within their conference and banquet facilities. The comfort and
convenience of their meeting space allows for a flexible and stress free event. In addition
to these services, their highly trained staff will assist in making every event a memorable
The Omni Hotel offers more than 34,000 square feet of flexible meeting space,
including two large ballrooms with a built in projection system, screens and high speed
internet access. The elegant Interlocken Ballroom offers 9,120 square feet of function
space and accommodates up to 1,000 guests. The Centennial Ballroom is a smaller room
totaling 4,032 square feet totaling up to a 444 person capacity. All of the ballroom space
is fitted with large floor-to-ceiling windows which look onto stunning views of the golf
course and the mountains. An executive boardroom with windows overlooking the pool
area and golf course seats 14 comfortably. Seven contained meeting rooms located on
the garden level featuring ISDN lines, T-1 fiber optic access and ergonomic seating.
The Spruce and Fir rooms overlook the golf course and feature floor-to-ceiling windows,
built in audio and visual equipment, CD players and TV’s. A special conference
concierge is on staff during business hours to assist with all stages of events. Beautifully
landscaped garden and pool areas, featuring cascading waterfalls, are suitable for outdoor
private functions. Buffet style conference dining room available for groups under 50.
A conference and planning manager is available to assist in bookings music and/or
entertainment during office hours.
Technical Assistance: The Omni Resort has on site technicians available to assist with
providing state of the art audio and visual equipment and services. The technicians can
help with:
Each meeting room is complete with ISDN lines and T-1 fiber optic access
Electrical outlets are located in all guest rooms and meeting rooms
All rooms are equipped with modem and fax hookups
Shipping and receiving services
Receiving docks
A conference meeting planner can provide special arrangements for delivery and pickup
of meeting material
Valet and self parking is available (complementary). 605 parking spaces are located
adjacent to the resort
Any business person who intends on making a presentation in the Omni hotel has
more than adequate room and services available. The Omni hotel has the most up to date
technology available and is readily available to make any changes to support their guest’s
needs. All of these services are what the business traveler expects from the Omni hotel.
External Factors for the Business Traveler
Omni Interlocken Resort’s business traveler competition is based solely on
banquet and conference space. The few hotels in the Denver area that can compete with
the Omni are hotels in the downtown area that are within a close radius to the convention
center. There is only one main competitor outside the downtown area is, the Renaissance
Hotel Denver, located close to the on highway 36. The Renaissance Hotel Denver has a
total of 25,514 square feet total meeting space available to the business traveler. Their
total amount of meeting space puts them into the same classification as the Omni;
however, they are not a four diamond hotel and they do not have a golf course, so they
are unable to dominate room rates through prestige like the Omni. Because the Omni
Interlocken Resort has the most updated facilities in the Denver area they are able to
dictate room rates because of name recognition and quality of service available to the
business traveler. Omni’s rates are $45-55 higher than their competitors because they
offer better standards and better services than any other hotel in the area. Omni
Interlocken deals directly with the PCMA. This allows the sales department to book
conference space up to two years in advance, giving them a strong hold on the industry.
The Westin, does not have the luxury services that the Omni has, it is predictable that
business travelers would rather stay at the Omni over any other hotels in the area. Even
though the room rates are higher guests really appreciate them and use the services and
amenities that force these higher prices.
Internal Factors for the Leisure Travelers
Accommodations: The Omni Interlocken Hotel categorizes their rooms into guest rooms,
deluxe guest rooms and various suites. The Omni Hotel has 390 guest rooms which are
broken down into 270 200 square foot deluxe king rooms, 50 with private balconies; 107
300 square foot double/queen rooms; 12 590 square foot VIP suites and the 1,000 square
foot Omni suite. All guest rooms are equipped with high speed internet access, modem
data lines, voice mail, two phone lines for high speed communications and LodgeNet
system featuring on-demand hit movies and Nintendo 64 video games.
Guest Services: Guest services include:
24 hour guest room dinning
Full service concierge staff
Car rentals available through concierge desk
Gift shop
Shuttle services to and from Denver International Airport
Full service business center
Express check in and out
Same day dry cleaning available
Shoe shine service available
Storage facilities
On site valet and self parking available with 24 hour privalages
Childcare services are available through the concierge desk
VCR rental available upon request
In room technology:
High speed internet access at a flat rate, modem data lines, voice mail and duel phone
Executive desk with modem outlets
In Room Amenities:
A fully stocked refreshment center with a wide variety of snacks and beverages.
Convenience items such as cribs, roll-away beds and additional bathroom amenities
available upon request.
Scales in bathrooms
Triple sheeting beds
Foam and feather and down pillows
Twice-daily housekeeping service available upon request
Evening turn down service upon request
Plush terry robes in all guest rooms
Hair dryer
In room safe
Iron and ironing board
Complimentary USA today and local newspaper delivered to your door each morning.
The Omni Interlocken Hotel also includes a children’s program for guests called
the Omni Kids Program. It includes interactive and colorful web pages designed just for
Omni kids at In addition, there are several top family attractions
located near the hotel. The hotel can provide outlet covers and a kids first aid kit for their
safety and security. Omni offers rolling backpacks for kids to take to their rooms filled
with fun games, puzzles and books to read. The restaurant offers kid themed menus in
the restaurants and a nighttime children’s snack.
The Omni Interlocken Resort offers a state-of-the-art fitness center fully equipped
with latest in exercise equipment. The spa includes a heated outdoor swimming pool or
outdoor whirl pool. Guests can enjoy anything from invigorating massages to intricate
jogging and biking paths.
The Omni offers an extensive environment for total relaxation and a perfect
escape into serenity. Guests can enjoy a relaxing message, body treatment, or
replenishing facial treatments. Spa services include use of the sauna, fitness, room, steam
room and inhalation room.
Massages include:
Swedish therapeutic massage
Aromatherapy massage
Deep tissue message
Sports message
Neuromuscular therapy
Body treatments include:
Karisoftness body softening treatment
Mineral salt exfoliating treatment
Detoxifying treatment
Slimness treatment
Remineralizing treatment
Facial treatments include:
Express facial
Deep cleaning customized facial
Flash beaute
Men’s sport facial
Oxydermie “institiute” facial
Hydroptimal “institute” facial
Eye contour treatment
The brand new Graham & Panks designed 27-hole championship golf course
offers a challenging, yet equally rewarding course for armature to professional golfers.
Enhanced by the surrounding beauty, the three 9-hole courses feature large rolling greens,
over 100 sand bunkers, beautiful stone walls, and natural ravines and canyons running
throughout the course. Omni Interlocken Hotel owns the golf course, so they can reap
the benefits of being the only golf course in the area to host tournaments. Outside the
hotel next to the course guests can enjoy a clubhouse where they can visit the golf shop
and the fairways restaurant, and after a long day of fun, guests can enjoy one of four
restaurants in the hotel.
The Meritage: This elegant restaurant has fabulous views of the mountains.
Guests can choose from fine regional dinning for breakfast, lunch and dinner. Other than
the exquisite food, guests can enjoy the warmth from the grand stone fireplace. Seats
The Tap Room: Guests can sample some of Colorado’s famous microbrews. This upscale
pub is the perfect place to enjoy your favorite sports team while dinning on sandwiches
and other lighter fare. Seats 200.
The Lobby Lounge: Located in the lobby of the hotel this is a perfect place for guests to
meet with friends or business associates. Seats 100.
The Fairway: This is located in the club house, where guests can enjoy American food
and drinks after a round on the golf course. Seats 98.
By accommodating such a wide variety of pleasures, the Omni Interlocken Resort
is able dominate and drive price rates in the area. The Omni has all the right tools needed
to be a luxurious hotel and is able to attract association as well as business and leisure
Using price as a weapon

Public Relations
One of the key components of a successful business is a good relationship with
the community. From a business prospective, public relations is a way of contacting to
the public that surround a property, familiarizing the community with your product, and
showing them what you have to offer. At this point, there are some important factors
involved in building a relationship with the community. First, the relationship should
create a positive image for the hotel. Second, having good public relations should
generate extra revenue. Third, a hotel has to try to be exposed as much as possible and be
recognized as an enterpriser by communities. Forth, a hotel does not spend money on
public relations.
Major Magazines and Newspapers: The Omni hotel hires a public relation manager, to
handle their public relations. The manager sends information regarding the operation to
major newspapers and magazines.
Charity Golf: The hotel held a charity golf competition hosted by the Colorado
Avalanche. One of the members of the golf course brought this charity event to the hotel.
The benefit of this event is to be recognized by the participants. Although the event is
only for a charity event, the hotel can use it to create many revenue centers.

Selling the Product and Service

Description of target market: The primary target market the Omni focuses on is the
business traveler segment. The hotel focuses on this segment because they are not as
price sensitive as families or leisure travelers. In order to attract and keep this segment,
the hotel has adopted several marketing strategies. The first of these strategies is the
contacting of some organizations, the International Hotel Association, the Colorado
Convention Bureau, and nonprofit organizations, like the Colorado Avalanche charity
event. The function of contracting the IHA is to inform overseas consumers about what
facilities the Omni offers and the benefits of staying at the hotel. The Omni Interlocken
is currently trying to reach a new business segment, the incentive market, a subcategory
of the corporate travel market. Associate Director of Sales and Marketing, Kim Steward
says that because of decreasing revenue and profit after the September 11, the hotel
sought out this new market, incentive market.
Hotel segment: The Omni Interlocken is four-star hotel. All of the hotel staffs,
architecture, high level room, conference room, service attitude and so on have to be
prepared to welcome guests because the guest and potential guests expect that the hotel
offer sufficient service as a four-star hotel. The hotel also has to match the products and
service level to guest expectations because gap between high guest expectations and
unsatisfied products and service cause many guest complaints.
Promotional Strategy: The Omni hotel has several strategies to attract business travelers,
so the department of sales and marketing However, the marketing department also
handles an advertisement and promotion regarding part of public relation, so each
department has to cross-functional relation to be exposed to public. The following is
strategies that the Omni hotel uses.
Associations and Organizations (International Hotel Association, Convention Bureau
Association, Nonprofit Association)
Golf Course
Publication (Magazine and News Paper)
Education Event
Religious Event
Associations and Organizations
Director of marketing and sales at the Omni hotel told us that the most focusing part of
public relation is creating a relationship with association and organization. First, the
hotels focus is to contact with International Hotel Association because of a couple of
reasons. First, the hotel is trying to promote international business and leisure market to
increase guests coming from outside of the US. Although their location is isolated the
Downtown Denver, she consider that the hotel is located near Boulder and Rocky
Mountain, which will be a good insensitive for them. For business travelers, the hotel
provides a shuttle service to Denver downtown area in case they would like to. The hotel
also provides a shuttle service to Rocky Mountain for leisure travelers if they ask. She
also considers that these services are much insensitive for international guest staying at
the hotels. Therefore, the hotel always contacts with International Hotel Association.
Secondary, the hotel has a contact with Convention Bureau as well. Main purpose of
contacting to Convention Bureau is to increase a number of guests as well as getting
revenue more. In generally, meeting and convention business brings profit about 50 % of
revenue and large number of guest. Thus, the hotel is contacting with Convention
Bureau. As well as contacting with International Hotel Association and Convention
Bureau, the hotel has a contact with non-profit organization and some association. These
segment is also one of the biggest market for the hotel to increase a revenue.
Golf Course: The Omni Hotel has membership golf course, which have 27 holes. The
Omni Hotel has membership golf course, which have 27 holes. The golf course is part of
insensitive to increase the number of guests coming from any cities on nation wide The
Golf course contributes to increase the number of golf player as well as increasing the
number of guests staying at the hotel because the hotel only have a golf course around
there: geographical competitors do not have a golf course. From business traveler’s
aspect, although the hotel require the golf players to have a membership, the hotel can
sell a package deal combining with hotel discount fee and golf play fee. The advantage
of this package deal is that if guests come to the hotel to have a business meeting or
convention at Denver area, they may expand their stay in order to play golf at there. This
means that the hotel can increase guest stay as well as increasing revenue from golf
players. This strategy can be applied for leisure travelers as well.
On the other hand, the members who have a membership of the golf course also bring
businesses as well we the hotel implement marketing plan based on golf course. The
director of sales and marketing says that the hotel have a clarity golf competition with
Avalanche. She says that the event brings many profits not only the hotel increase
revenue, but also the many participants recognize the hotel.
The other thing the hotel have to consider is whether using chemicals for maintaing the
golf course will contaminate an environment around communities or not.
Publication: Major publication such as newspaper, business magazine, and travel
magazine is also one of the advertisement that attract consumer and potential guests.
The director of sales and marketing said that the Omni hotel insert an advertisement in
newspapers such as USA today and New York Times. The purpose of inserting an
advertisement is to inform insensitive of staying at the hotel to the readers. Because the
hotel wants to increase revenue from business travelers or business convention, massage
on the advertisement is for businessperson. However, she also says that the expenditure
of inserting an advertisement expensively costs so the hotel has to pay pretty much
attention for it.
Education and Religious Events: The Omni hotel also concentrates on doing a business
with regional events; religious and education events. The director of sales and marketing
says the hotel already had educational event several times. The actual benefit brings the
hotel to be recognized by participants in these events as well as increasing revenue. For
these events, the hotel has the department of banquet which handle from promoting to the
event planner and meeting planner, receiving a reservation to counting the number of
participants, setting up tables, chairs, AV devices, preparing food and beverages,
collecting feedback from event and meeting planner as well as participants.
The Omni hotel also had religious event several times as well. The hotel should have
paid for making quite place to the guests, but almost same staffs were set up.
Transportation: The Omni hotel has the other way of having public relations: shuttle
service to, Denver downtown area, and Rocky mountain. The omni own a car that our
side of it was printed on name of the hotel. This is one of the chances to inform the
property for car drivers. Not only driving in safety, but also driving courteously is one of
the issue that the hotel has to ensure because driving behavior gives a impact for the other
drivers and passengers.
Omni Hotels’ Mission is to exceed the expectations of their guests, inspire and reward
their associates and provide superior financial results to those who entrust them with
managing their assets. Advertising is very important to remind customers what services,
products and customer benefits they have. Omni Hotel advertises their product and
services by their home page, magazine and newspapers. They also advertise their
customer benefits by direct mail and in reasonable customer services programs.
Select Guest Program
The Omni Hotels Select Guest program is designed to provide and enhanced level of
service for their frequent guests. Omni Hotels’ Select Guest membership is designed to
provide personalized service, and is not a point-based program. However, you may earn
500 frequent flyer miles per qualifying stay. Also, they occasionally reward their most
loyal members with complimentary weekend night at Omni Hotels, 50%-off weekend
nights, complimentary room upgrades, and other pleasant surprises.
Select Guest – Benefits:
500 airline miles per stay for most business travel rates.
Receive all of your personal preferences on every stay without having to ask, including
room type, pillow type, and many other details personalized to meet your specific
Preferred room availability
Access to our exclusive Select Guest toll-free reservation number, 1-800-FOR-OMNI
Express check-in and express check-out
Late check-out, as late as 5:00p.m.
Check cashing privileges
Unique level of personalized attention and special recognition
Nightly turndown service and room refresh, including a luxurious Omni Hotels robe
Additional amenities like complimentary morning beverage service and your choice of a
USA Today, Wall Street Journal or local newspaper each morning.
Those are additional benefits what Omni Hotels’ highest level of privilege for Gold Level
membership status.
500 airline miles per stay for most leisure, government and group rates
Guaranteed room availability, even if customer call as late as 4 a.m. the day of arrival
Guarantee that we will always have a room for you when you have a confirmed
Pleasant surprises such as occasional certificates for complimentary room upgrades, 50%
off weekend nights and complimentary weekend nights.
Frequent Flyer Miles: When customers stay at the Omni Hotel, they can earn 500 airline
miles per qualifying stay, including most travel rates. Also, Select Guest Gold Member
can earn 500 miles per stay on most leisure, government group rates. Select Guest
members become eligible status after just six stays.
By advertising those customer reasonable programs and benefits, Omni Hotel are trying
to attract customers. Omni Hotel uses external advertising to attract customer and uses
internal advertising to attract more customer by those reasonable programs and benefits.
Target market
Omni Hotel are offering consistent products and services in key business and leisure
destinations. Omni Hotel is located between Denver and Boulder valleys and surrounded
by the breathtaking views of Boulder’s famous Flatirons, Long’s Peak and the snow-
copped Continental Divide. There is very beautiful the Rocky Mountains view and
located on a 27-hole championship golf course, comprised of 3 individual regulation 9-
hole courses. Also, Omni Hotel is located near Jefferson Country Airport and Denver
International Airport. By considering location, their target market is business people,
leisure, family, and people who want to relax by beautiful and breathtaking views. Omni
Hotel offers reasonable and great benefits for their target market.
Benefits for Business Customers
Omni Club
Omni club id designed with the guest’s ultimate comfort and convenience in mind. Omni
Club provides concierge service and an executive lounge offering morning and evening
cocktails and hors d’oeuvres. Specially appointed Omni Club rooms with upgraded
accommodations and VIP amenities are also available.
Omni Hotels ESP
The Executive Service Plan (ESP) is designed to meet the needs of the corporate travel
planner and their business travelers. ESP corporate travel planners are provided benefits
to simplify the reservation process and enhance each guest’s stay.
Omni Gavel Service
Omni Hotels recognizes that different meetings have different needs. Omni Gavel
Service assures meeting planners that their meetings will run smoothly and trouble-free
or the hotel will adjust the bill accordingly.
Omni Express
Omni Express offers a direct hotline for meeting planners to connect with an Omni
Express representative at the hotel of their choice. Written confirmation of the meeting
plans and a contract are sent within 24hours.
Business Center
Full-service business center complete with Apple or IBM computer in private guest
offices. Guests may ship and receive all business-related materials form the business
center. Most services available Monday through Friday during business hours. For
business services during evenings and weekends, customer can contact the Front Desk.
Their services are
Fax machine
Free-standing computer terminals
High-speed Internet access
Audio/ visual equipment and services
Secretarial services
Notary publc
Color transparency services
General office supplies available for purchase
Video/ data monitors
VCR rental
Overhead projectors
Also there are more benefits which Business woman usually consider at hotel.
Same-day dry cleaning service
Shoeshine services available
Fitness Center
Heated outdoor swimming pool
Outdoor whirlpool
Soothing massage
Walking, jogging or biking paths
Full-service health club with Cybex weight training equipment, StairMaster, treadmills,
free weights and exercise bikes
Revitalizing spa featuring steam/ inhalation room, sauna and luxurious massage treatment
Facial treatment
Benefits for Leisure and Family
Recreation and Leisure
Heated outdoor swimming pool and whirlpool
Scenic hiking, walking jogging and biking paths located nearby. Bike rentals are
Cross-country and alpine skiing located nearby
27-hole Championships Golf Course and practice facility with Golf Shop and Clubhouse
Walking distance to Flatlron Crossings shopping center and entertainment complex;
featuring over 200 retail shops, restaurants and cafes surrounded by over 30 acres of
parks, streams and trails
10 minutes to downtown Boulder
20 minuets to downtown Denver
Short drives to the best white-water rafting, including the scenic Arkansas, Clear Creek
and Colorado Rivers.
Red Rocks Amphitheater, a world-famous natural red rock amphitheater located in
nearby Morrison
30 minutes to Eldora Mountain Resort, a family ski resort featuring skiing,
snowboarding, snowshoeing and cross country trails
45 minutes to Black hawk and Central City casino areas
1 hour drive to numerous ski resorts
Omni Kids Program
The Omni Kids program is an added value service focused on meeting the needs of those
traveling with children. The kid-friendly program provides four-diamond service to
Omni Hotels’ youngest guests. The program features kid-mainded amenities including
suitcased filled with games and books, a goodie bag upon check-in and menu choices
prepared esoecially for their young travelers. Parents are provided with a list of top
family attractionsm local emergency numbers and a safety/first aid kit which includes a
night light and outlet covers.
Ideal Living
When guests are having long meeting, hectic flights and eating outside can all make
staying committed to a health difficult while on the road. The Ideal Living comes to the
aid of travelers to help them healthy attitude and lifestyle. Ideal Nourishment program
guests with healthy meal options, while program lets guests work-out in the private own
Internal Promotions
Consider to establish comfortable atmosphere for employee is important when hire
employees. Omni Hotels is looking for high-potential applicants who want to join the
“Best Team in the Business”. Omni Hotel considers to establish comfortable atmosphere,
the chance of having satisfied internally customer (Employees). If employees like their
atmosphere and environment, they intern will want to satisfy the customers. Also, they
provide safe and comfortable environment that will motivate employees. They offer the
chance and environment that allows employees to communicate and suggest. Omni
Hotels associates are encouraged to make decisions that exceed the expectations of their
internal and external customers by using the ‘Power of One” which is the key component
of the Omni Hotel’s company culture service code. Their culture provides associates
with the training and authority to make these decisions in a positive, supportive
environment and rewards them through the Omni Service Champions program.
Compensation and Benefits
Relocation allowances
A 401(k) retirement plane
Tuition reimbursement
Medical, dental and life insurance coverage
Short-term and long-term disability
A flexible spending account
Paid time off
Discounted associate rates at Omni Hotels