Module 3
2.3 Compare the brochures of different categories of accommodation establishments in SA with specific reference to what sector of the market it is aimed at and the tariff
Click on the links in the web links block and access/print the brochures of the three hotels listed. In the table below, the brochures of the three properties are compared. Students can do their own comparison of brochures as well. Obtain three brochures from three different accommodation establishments from your local tourism office or directly from the establishments. Look at the layout of the brochure, the quality of the paper, the type of language used, quality of the photographs and evaluate if is appropriate for the establishment. A 5 star property will put more time and effort into their brochures and prospective guests should be able to ‘experience’ the luxury of the hotel by just looking at and reading the brochures. A 1 star property will have a different approach; the layout will be simpler and will probably show the facilities and contact details in a basic manner. Look at the brochures you collected and evaluate them according to the criteria below. Do you think the brochures are appropriate for the chosen accommodation establishment? Do you have any suggestions for improvement?
Name of hotels Comparison
Location
Twelve Apostles Hotel and Spa
Cape Town
Type of establishment Hotel Star grading
5 star
Tariff per night (please note rates change oſten)
Photographs
Type of activities at establishment
R2 500 per room per night for standard room, room only (Conditions apply)
Shows all aspects of the hotel focusing on the luxury and unique location
Spa, movie house, restaurant, wedding venue
Notes about brochure Tis brochure is evidence of the fact that this is a five star property. It portrays quality and uniqueness focusing on the excellent location of the hotel.
Roodevallei Conference & Meetings Hotel
Kameeldriſt East, Pretoria Hotel 3 star
R450 per person per night including dinner, bed and breakfast
Shows interior: dining hall, lounge, conference room
Temed dinners, jacuzzi and sauna, restaurant
Tis brochure has a simple, professional layout. Ideal for business guests. Focus is on the facilities offered.
Coffee Shack Backpackers, Wild Coast
Coffee Bay Backpackers Not rated
R120 – R320 per person per night depending on the type of accommodation
Shows guests having fun with outdoor activities
Dorms, daytrips offered, pool table, surf lessons
Te brochure focuses on the fun guests can have while staying at the backpackers lodge. It is a laid back, social experience and the brochure illustrates that.
Did You Know Te Internet changed the purpose and use of brochures. Hotels no longer need to spend great amounts of money on printing brochures that are just thrown away. Although it can still be useful – for example, to hand out at trade exhibitions – it can be replaced with a website that provides all the necessary information. Placing an advertisement in the GSA or in other tourism marketing material distributed by the provincial tourism organisations can provide a better return on investment than just printing brochures. Brochures can be one aspect of a marketing strategy but should not be the only marketing tool used by accommodation establishments.
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FutureManagers
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