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Macdonald Hotels and Resorts Marketing and Brand Strategy

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Macdonald Hotels and Resorts Marketing and Brand Strategy

Background of Macdonald Hotels and Resorts

Donald Macdonald, the executive chairperson of Macdonald Hotels and Resorts, founded

the group in 1990. The parent company is based in Bathgate, West Lothian, Scotland, having

more than 4,500 hotel rooms and above 4,000 employees. The company owns more than 30

hotels and five resorts across the UK and Spain. Founded more than three decades ago, the

hoteliers of Macdonald Hotels Ltd have enough experience and passion in managing such an

extensive business model. During financial uncertainty, the company introduced innovative ways

to deal with the turmoil. The company opted for a management buyout of £590m, underwritten

by the Bank of Scotland to pull Macdonald Hotels from losses. The company grew to become

the largest privately-owned hotel group in the UK.  

Summary of Current Brand Strategy

Macdonald Hotels and Resorts rely on the triple bottom line of sustainability and the

luxury outlook as the primary branding and marketing strategy. The current brand strategy does

not apply to one hotel establishment but the entire organization chain. Macdonald Hotels and

Resorts has a brand identity of a luxury hotel, which offers unrivalled customer service and

quality goods and products, especially food. Macdonald Hotels and Resorts use the triple bottom

line of sustainability to maintain a positive brand image to its customers. This approach focuses

on people, profits, and the planet. Treating employees and customers well, generating revenue

transparently, and prioritizing environmental sustainability are the current strategies used in

brand and marketing management. The company has high customer service relations, fantastic

food, and strong employee protection (people). The organization also reports its financial

statements publicly for access by the government, lenders, suppliers, customers, and employees
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(profit). The company also reduced its dependence on electricity and fossil fuels by more than

15% (planet). The current brand strategy paints Macdonald Hotels and Resorts as a sustainable

company, which cares for employees, customers, profits, and the environment. Macdonald

Hotels and Resorts can attract and retain new customers who want services from a sustainable

luxury hotel.

New Communication and Marketing Strategy

The name of the new marketing campaign is “Afternoon Tea with Macdonald Hotels”.

The new campaign will use a mix of radio advertising, influencers, and bloggers. The radio

advertisements and the social media influencers must mention the slogan “Afternoon Tea with

Macdonald Hotel”. The Instagram and Facebook influencers must use the hashtag.

#AfternoonTeawithMacdonaldHotels. This communication and marketing strategy represents a

trial phase that lasts 3 months. The strategy will use a combination of sponsorship for charity

events and a marketing campaign to boost awareness. This communication and marketing

strategy will start on 11 December 2021 (Saturday) until 11 March 2022 (Friday).

New Communication and Marketing Strategy

The name of the new marketing campaign is “Afternoon Tea with Macdonald Hotels”

The new campaign will use a mix of radio advertising, influencers, and bloggers

The radio advertisements and the social media influencers must mention the slogan “Afternoon

Tea with Macdonald Hotel”

The Instagram and Facebook influencers must use the hashtag

#AfternoonTeawithMacdonaldHotels

This communication and marketing strategy represents a trial phase that will last 3 months
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The strategy will use a combination of sponsorship for charity events and a marketing campaign

to boost awareness

Main Strategy

The first step of this communication and marketing strategy is sponsoring charity events in

Camberley, Surrey

The first charity event is the Jingle Jog 2021, which takes place on 12 December 2021 (Sunday)

The second charity event is the ‘Pride in Surrey’ fundraising event, which helps in educating and

communicating to LGBTQ+ communities

30% of the money raised from buying afternoon tea crockery between 13 December 2021 and 9

March 2022 will go to the ‘Pride in Surrey’ fundraising event

Radio Advertising

Radio Advertising – Macdonald Hotels will use radio advertising on three local radios; namely,

Eagle Radio, The FM Co, and Adventist World Radio.

The three local radio stations have the broadest audience in Camberley, Surrey

Macdonald Hotels will use a 30-second advertising message, thrice a week, in the morning hours

Eagle Radio – Advertise from 13 Dec 2021 to 13 Jan 2022 (approx. £2,600)

The FM Co – Advertise between 14 Jan 2022 and 14 Feb 2022 (approx. £2,600)

Adventist World Radio – Advertise between 15 Feb 2022 and 8 March 2022 (approx. £2,400)

Influencers

Macdonald Hotels will use different influencers for both Facebook and Instagram

The two Instagram influencers listed below are located near Camberley, Surrey; therefore, their

followers probably live close by

The cost of Instagram influencing is approximately £150 each week

The total cost of Instagram influencing for 3 months is approximately £1,800 x 2

The rationale for Recommended Strategy

Macdonald Hotels & Resorts requires a new marketing campaign to boost brand awareness.

1. Create a trial for three months for an afternoon tea concept at Macdonald Frimley Hall

Hotel

2. Sponsor charity events in Camberley, Surrey to raise awareness of the new product

3. Invite local people to sell afternoon tea crockery and ensure all the produce comes from

local suppliers.

4. Before a grand launch, use local papers, celebrities, and social media influencers to create

online and offline brand awareness.

5. Monitor the performance of the recommended strategy for three months

Marketing Strategy

Macdonald Hotels and Resorts must curve a unique purpose, direction, and brand image.

1. The organization should use quality and innovation of product development to fight

competitors and new market entrants, such as Airbnb. This move includes introducing

new products, such as the afternoon tea concept at Macdonald Frimley Hall Hotel.

2. Consult with internal stakeholders, trade partners, and loyalty program members on the

strategic introduction of the afternoon tea concept at Macdonald Frimley Hall Hotel.

Consulting with internal stakeholders dictates the right time, place, and price to fit the

afternoon tea concept.

3. Improve customer and brand experience using diverse hardware, software, service, and

communication strategies. The company can create a mobile phone app, update its
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website to include the afternoon tea concept, and utilize social media platforms to

improve customer experience.

4. Maximize human resources, such as celebrities and social media influencers, to market

new products to local and regional customers. Human resources are crucial to spreading

word-of-mouth referrals to potential customers.

5. Use the luxury branding strategy to create a unique visual identity of the brand to

consumers. The hotel should market itself as a luxury brand to attract potential high-end

customers.

Target Market

The primary target market for the afternoon tea concept at Macdonald Frimley Hall Hotel

is residents of Camberley, Surrey. An essential segment of the target market is local adults who

can sell their afternoon tea crockery when visiting Macdonald Frimley Hall Hotel. The target

market of both male and female customers should be accessible in the afternoons to attend the

small tea gatherings. The target market for Macdonald Hotels and Resorts also includes business

travellers, small conference groups, tour groups, and individual tourists. The target market

includes people of all ages since the afternoon tea concept is non-alcoholic and healthy.

Conclusion

Conclusively, Macdonald Hotels and Resorts use the triple bottom line of sustainability

and a luxury outlook as the leading branding and marketing strategy. The organization dedicates

its efforts to the 3Ps of sustainability; people, profit, and the planet. Using this strategy, the

organization cares for employees and customers, earns income sustainably, and protects the

environment. However, the current strategy is wholesome and does not cater to smaller

geographic locations, such as Camberley, Surrey. Introducing an afternoon tea concept at

Macdonald Frimley Hall Hotel and using social media influence is the organization's best

branding and marketing strategy.