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Case 23
Elk Mountain Hotel
Teaching Objective
The property and the
collection of wines and a place for a casual business meeting. The property offers recreational
food and a rich
history. The case involves the concepts of target marketing through demographic and lifestyle
analysis, seasonal variation, recognizing the catchment area, publicity and product development.
Chapter 8 or Chapter 18
Examine a map of the state of Wyoming and its neighboring states.
1. What percent of lodging business would you expect from Wyoming residents in the
three seasonal periods: peak summer, shoulder late fall and early spring, trough
winter? Which Wyoming towns are target markets?
2. From what markets would the remaining occupancy come?
3. What market targets would you select in terms of demographics and life style?
Chapter 14
1. Develop a publicity/public relations campaign appropriate for Elk Mountain Hotel.
Include cost estimates. Remember that free publicity costs something such as room and
board for travel writers.
Some ideas include an invitation to the property for travel writers in an unusual package like an
2. Develop a series of creative packages that might be used to increase occupancy in
shoulder and trough periods.
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Chapter 16
1. The Havers have linked their site to TripAdvisor, and have posted photos on Flickr.
Arthur stated if it was not for the Internet they would not have survived. How does the
Internet help a small hotel like Elk Mountain Hotel?
of the Internet to market the hotel?
The