Guest Data 2022 Fiscal Year Guest Survey Results

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Conducted a guest survey to analyze sources of guest referrals, advertising strategies, and budget optimizations for Painted Paradise Resort and Spa. The data covers guest responses on how they heard about the resort, segmented by seasonality, from July 2020 through June 2021, with the goal of developing effective advertising campaigns, budget analysis, and potential marketing strategies, including contracting marketing consultants and analyzing loan options for high retainer fees.

Paper For Above instruction

The Painted Paradise Resort and Spa has long relied on a comprehensive guest survey system to assess the effectiveness of its advertising channels and guide strategic budget allocations. This study utilizes guest survey data from July 2020 to June 2021 to evaluate how guests learn about the resort, analyze advertising performance, and inform marketing decisions. The overarching goal is to maximize guest results derived from advertising investments while maintaining fiscal responsibility and planning for future growth through strategic budget management and potential external consulting support.

The guest survey data reveals vital insights into seasonality and guest communication channels. The data indicates fluctuating guest responses across seasons, with the highest survey counts observed during high season months and the lowest during the low season. Specifically, the survey results demonstrate that traditional media—magazine, radio, television—along with digital avenues like the Internet, influence guest decision-making. Notably, magazine advertising provided the lowest cost per guest result, implying cost efficiency in reaching potential guests. Conversely, although television advertising accounted for the highest total expenditure, its cost per guest remained significantly higher, signifying less efficiency per dollar spent.

Budget analysis shows that expenditure on magazines is minimal yet yields consistent results, contrasting with television where increased spending did not correspond to proportionate guest responses. Radio advertising, while less utilized, incurs moderate costs but contributes to guest engagement, suggesting a viable supplementary channel. Internet advertising, crucial in digital marketing, showed stable results, yet limited budget growth constrained its potential impact. These findings advocate for a balanced approach where traditional and digital advertising channels are optimized based on their cost efficiencies.

Further, the resort's strategic planning involves negotiations with media vendors annually to secure favorable advertising contracts. The upcoming fiscal year presents opportunities to renegotiate terms with television providers—whose budgets have doubled—aiming to improve cost per guest ratio. Advertising plans include allocating new budgets toward internet campaigns, given their cost effectiveness, and scaling back television spending to recalibrate return on investment. Using the existing data, projections estimate the number of ads that can be purchased with revised budgets and predict corresponding guest results, employing formulas to calculate the number of ads and expenditure based on new budgets and costs per ad.

Simultaneously, the resort considers engaging experienced marketing consultants to bolster campaign effectiveness. Given the high retainer fee, a loan analysis is conducted to evaluate installment options under varying interest rates and down payments. The loan calculations leverage the PMT function in Excel, considering different scenarios to determine monthly payment obligations. This financial planning approach ensures the resort manages cash flow prudently while accessing expert marketing support, anticipated to enhance guest acquisition rates indirectly.

To visually communicate these analyses, the study develops charts comparing past versus anticipated guest results and the correlation between advertising expenditure and guest engagement. A 3-D Clustered Column chart illustrates the expected increase or decrease in guest results dependent on new advertising strategies, facilitating strategic decision-making. An additional combination chart presents the money spent on advertising against guest results, highlighting the efficiency of various channels. Customizations in font size, chart style, and positioning ensure clarity for stakeholder presentations, aiding in strategic discussions.

In conclusion, this comprehensive analysis synthesizes survey data, budget adjustments, media performance, and financial planning to guide Painted Paradise Resort and Spa toward optimized marketing investments. By leveraging data-driven insights, the resort can balance cost efficiencies with effective guest outreach, ensuring sustainable growth and competitive advantage in the hospitality industry.

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