You are to assume the role of a consultant working for your client, ANTEATER HOTELS, a moderately priced hotel chain with properties across the country. The C-Suite of the company (judges) has asked you to create marketing strategies and recommend operational changes that focus on teenagers and young adults as the target market.
ANTEATER HOTELS has over 1,500 properties across the United States. Each ANTEATER HOTEL location boasts full-service restaurants, spa and fitness centers, and pools with playground areas along with beautifully appointed guest rooms and suites. The company has the highest rating in overall customer service and is in tight competition with its closest competitor for most rewards club members. While business isn’t hurting, the C-Suite (judges) feels that more attention needs to be focused on expanding brand loyalty, especially to teenagers (age 13-18) and young adults (age 18-25). Company data also shows that young adults make up the smallest portion of their rewards club members.
ANTEATER HOTELS is interested in hearing about effective marketing strategies that can draw in teenagers and young adults to their hotels. Your client is also interested in operational changes to restaurants, fitness centers, and other amenities offered. Lastly, touch upon how the rewards program can be modified to appeal to young adults. The C-Suite (judges) will begin the role-play by greeting you and asking to hear your ideas. After you have presented your strategies and have answered their questions, the C-Suite (judges) will conclude by thanking you for your work and breaking character to go into feedback/discussion of the case.