LOKAI RESORT HOTEL

SALES & MARKETING PLAN

EXECUTION COVERAGE

Competitive Check

Sales & Marketing Plan

Budget

OVERVIEW

Lokai Resort Hotel is a soon-to-rise 10-storey deluxe property in Dumaguete, with 50 all-suite accommodations just a few steps from the scenic Rizal Drive. Before construction even began, I was brought in to create a Sales & Marketing Plan that would support the client’s bank pitch for funding.

To kick things off, I conducted a competitive check to see how Lokai could stand out in a growing hospitality scene. With Dumaguete becoming more attractive to domestic travelers, digital nomads, and event-seekers, there was an opportunity to carve out a premium yet accessible brand personality.

The plan I created mapped out how Lokai could capture demand through a smart mix of pricing strategies, digital-first campaigns, and strong positioning as a refined urban coastal retreat. Everything—from target market breakdowns to tactical rollouts—was aligned with the hotel’s vision and built to show clear revenue potential to prospective lenders.

This was more than just planning promotions—it was about shaping the identity of a brand that hasn’t opened its doors yet, but is already positioned to compete with the best in the area.

  • Business Context

    The client, an up-and-coming resort hotel located in a developing tourism corridor, sought funding to complete its final phase of development. With limited operational history and a competitive landscape dominated by established leisure brands, the resort needed a compelling sales and marketing plan to support its bank loan application. The goal: to clearly demonstrate market viability, revenue potential, and a solid go-to-market strategy that aligned with projected financials.

    Strategic Approach

    My role was to craft a data-driven Sales & Marketing Plan that articulated the brand’s unique value proposition and commercial roadmap. The approach focused on:

    • Market positioning: Identifying the resort’s niche in the leisure and events-driven segment, targeting mid- to high-income domestic travelers and destination wedding clients.

    • Revenue optimization: Developing tiered pricing strategies and seasonal packages to increase occupancy and average daily rate (ADR).

    • Brand development: Establishing a distinct identity anchored in authentic local experiences and exceptional personalized service.

    • Channel mix planning: Combining direct bookings, strategic OTA partnerships, and corporate group sales to ensure diversified demand sources.

    • Digital-first approach: Leveraging high-impact visual content and a strong SEO-optimized online presence to attract and convert bookings.

    Tactical Execution

    To support the client’s bank proposal, I delivered a comprehensive Sales & Marketing Plan that included:

    • A 12-month phased rollout of marketing activities with timelines, budgets, and projected returns.

    • A market analysis and competitor benchmarking to validate demand and pricing strategy.

    • Design of lead-generation campaigns, from email funnels and Google Ads to influencer partnerships.

    • Sales action plans targeting travel agencies, corporate accounts, and event planners, including a structured CRM approach.

    • A content strategy built around storytelling, high-quality visuals, and blog articles to drive organic traffic.

    • Performance KPIs and monitoring templates to support transparent reporting to stakeholders and lenders.