Toronto Chelsea Hotel (2012)
The Chelsea hotel is Canada’s largest full-service hotel offering almost 1,600 rooms and extensive meeting, food and beverage and recreation amenities. Not only does the hotel occupy a unique position given its size, but the Chelsea’s location outside the central business core—adjacent to Toronto’s university and medical precinct as well as the Yonge Street entertainment/retail area—requires the careful integration of various markets and marketing initiatives.
Chelsea management engaged HLT to review the hotel’s marketing plan and to determine if activities undertaken by the Chelsea were appropriate, comprehensive (within budgetary and other constraints) and effective.
Key elements of the engagement included an evaluation of current marketing spend, a review of marketing activities with respect to cost effectiveness based on ROI as well as media efficiency. In addition HLT was asked to evaluate the hotel’s marketing mix and media mix, creative consistency, messaging and promotions based on incremental revenues and promotional
The final report provided Chelsea management with an overarching critique of current (and recent) marketing activities and, where appropriate, suggestions for change.