The Marketing Mix and Communications Mix of the Novotel Forest Resort

1. Introduction

The Novotel Forest Resort is a 4-star room only resort situated in the heart of the Gold Coast Hinterland in Australia. The resort has been operational for eight years and employs around 120 people. It is family owned and operated with a focus on customer satisfaction (Novotel, 2016).
The marketing mix of the Novotel Forest Resort comprises of product, price, place and promotion. The marketing communications mix of the Novotel Forest Resort comprises of public relations, advertising and viral marketing. In order to be successful, the resort must adopt ethical and sustainable business and marketing practices. This report will discuss what ethical and sustainable tourism is, the principles of sustainable tourism, the benefits of ethical and sustainable tourism, the marketing mix of the Novotel Forest Resort and the marketing communications mix of the Novotel Forest Resort.

2. Ethical and sustainable business and marketing practices

Ethical and sustainable tourism is when businesses take into consideration the social and environmental impacts of their operations ( ‘{E}tudes & Marketing, 2016). Sustainable tourism is tourism that does not have negative impact on the environment or local communities (World Commission on Environmental Development, 1987). The three pillars of sustainability are environmental protection, social inclusion and economic development (World Commission on Environmental Development, 1987).
The principles of sustainable tourism are set out by the International Union for Conservation of Nature (IUCN) which are as follows:
– tour operators should design their products with sustainability in mind;
– destinations should develop sustainably;
– tourists should be aware of the principles of sustainable tourism;
– all stakeholders should work together to make tourism more sustainable (IUCN, 2016).
The benefits of ethical and sustainable tourism are that it creates jobs, preserves cultural heritage, protects the environment and can be used as a tool for poverty alleviation (WTO, 2011).

3. The marketing mix of the Novotel Forest Resort

The marketing mix is a tool used by businesses to identify what needs to be done in order to market their products or services successfully (Kotler & Keller, 2009). The four Ps of the marketing mix are product, price, place and promotion (Kotler & Keller, 2009).
Product:
The product offered by the Novotel Forest Resort is accommodation. The resort has 86 rooms which are spread over three floors (Novotel, 2016). The rooms at the resort are spacious and have been designed with comfort in mind. All rooms have a private balcony or patio where guests can relax and take in the scenic views (Novotel, 2016).
Price:
The prices charged by the Novotel Forest Resort are based on room type, seasonality and length of stay. The resort offers a variety of room types including standard rooms, deluxe rooms and suites. Standard room rates start at AUD$250 per night during low season and increase to AUD$400 per night during high season (Novotel, 2016).
Place:
The Novotel Forest Resort is located in Currumbin Valley which is just a short drive from Surfers Paradise and Brisbane airport. The location is perfect for those who want to escape the hustle and bustle of city life and enjoy some time in nature. The resort is surrounded by lush rainforest which provides the perfect backdrop for a tranquil getaway (Novotel, 2016).
Promotion:
The Novotel Forest Resort uses a variety of marketing communications tools to promote its products and services. These tools include public relations, advertising and viral marketing.
Public relations:
The Novotel Forest Resort uses public relations as a tool to build relationships with stakeholders and create a positive image for the resort. The resort has a strong presence on social media and uses this platform to engage with guests, promote special offers and share news about the resort. The resort also works with travel bloggers and influencers to generate positive word-of-mouth (Novotel, 2016).
Advertising:
The Novotel Forest Resort uses a variety of advertising channels to reach its target market. These channels include television, radio, print and online. The resort has run promotional campaigns on television and radio in the past which have been successful in driving bookings (Novotel, 2016).
Viral marketing:
The Novotel Forest Resort has used viral marketing as a tool to generate interest in the resort. In 2015, the resort launched a social media campaign called "#FindYourEscape" which encouraged people to share photos of their favourite places to relax and unwind. The campaign was successful in generating awareness of the resort and driving bookings (Novotel, 2016).

4. The marketing communications mix of the Novotel Forest Resort

The marketing communications mix is a tool used by businesses to identify what needs to be done in order to communicate effectively with their target market (Kotler & Keller, 2009). The four Ps of the marketing communications mix are public relations, advertising, sales promotion and direct marketing (Kotler & Keller, 2009).
Public relations:
The Novotel Forest Resort uses public relations as a tool to build relationships with stakeholders and create a positive image for the resort. The resort has a strong presence on social media and uses this platform to engage with guests, promote special offers and share news about the resort. The resort also works with travel bloggers and influencers to generate positive word-of-mouth (Novotel, 2016).
Advertising:
The Novotel Forest Resort uses a variety of advertising channels to reach its target market. These channels include television, radio, print and online. The resort has run promotional campaigns on television and radio in the past which have been successful in driving bookings (Novotel, 2016).
Viral marketing:
The Novotel Forest Resort has used viral marketing as a tool to generate interest in the resort. In 2015, the resort launched a social media campaign called "#FindYourEscape" which encouraged people to share photos of their favourite places to relax and unwind. The campaign was successful in generating awareness of the resort and driving bookings (Novotel, 2016).

5. Conclusion

The Novotel Forest Resort is a 4-star room only resort situated in the heart of the Gold Coast Hinterland in Australia. The resort has been operational for eight years and employs around 120 people. It is family owned and operated with

FAQ

Some ethical and sustainable business and marketing practices include using recycled materials, supporting local and organic farmers, reducing energy consumption, and using green marketing strategies.

Businesses can ensure that their practices are ethical and sustainable by implementing policies and procedures that promote these values, such as conducting regular audits or setting sustainability goals.

The benefits of ethical and sustainable business and marketing practices include reducing environmental impact, improving social responsibility, building customer trust, and creating a competitive advantage.

Some challenges associated with implementing ethical and sustainable business and marketing practices include the initial cost investment, changing consumer behavior, and dealing with supply chain issues.

Businesses can overcome these challenges by developing a long-term plan, partnering with other businesses or organizations, investing in employee training,and offering incentives to consumers.

Consumer education plays a significant role in promoting ethical and sustainable business because it helps increase awareness of the importance of these practices among the general public.