Introduction

In a strategic move to elevate guest satisfaction and drive holiday-season bookings,
Best Western Plus Accra Beach Hotel has launched a comprehensive festive engagement
campaign. The initiative, centered around a Christmas Tree Lighting and Carols Night,
aims to enhance brand positioning, create memorable visitor experiences, and foster
long-term loyalty. This article explores the campaign’s key components, background,
and practical implications for hospitality marketers and travelers.

Key Points

Background

The Rise of Experiential Hospitality Marketing

The hospitality industry has shifted from transactional interactions to
experience-driven engagement. Guests now prioritize unique, shareable moments
over standard amenities. This trend, amplified by social media, has led hotels
to invest in themed events and community-centric activities to differentiate
themselves in competitive markets.

Best Western Plus Accra Beach Hotel: A Strategic Overview

Located on Accra’s vibrant coastline, Best Western Plus Accra Beach Hotel
leverages its beachfront setting to attract both local families and international
tourists. The property’s focus on affordable luxury positions it as an accessible
yet premium destination, particularly during peak travel periods like the December holidays.

Festive Season Dynamics in Ghanaian Tourism

The Christmas and New Year period is a high-demand season for Ghana’s tourism
sector. Domestic travel surges as Ghanaians in the diaspora return home and
urban residents seek short getaways. Hotels that offer curated experiences
often see increased occupancy and positive word-of-mouth promotion.

Analysis

Strategic Brand Positioning Through Festive Engagement

The hotel’s festive campaign aligns with modern branding principles that
emphasize emotional connection. By hosting a Christmas Tree Lighting and
Carols Night, the hotel creates a sense of community and tradition, reinforcing
its image as a family-friendly and culturally engaged establishment.

Value Proposition and Pricing Strategy

Affordability remains a critical factor in the West African hospitality market.
Best Western’s decision to keep event pricing accessible ensures wider audience
reach, supporting customer acquisition while maintaining perceived value. This
approach is particularly effective in encouraging group bookings and repeat visits.

Event Programming and Guest Retention

The diverse lineup—from Laugh and Jazz Night to Afrofusion pool parties—cater
to multiple demographics. Such variety increases the likelihood of guest
satisfaction across age groups, enhancing the probability of positive reviews
and referrals. The inclusion of a thanksgiving buffet in January extends the
campaign’s impact into the new year, promoting extended stays and early-year occupancy.

Customer-Centric Philosophy and Long-Term Growth

The hotel’s emphasis on gratitude and customer appreciation reflects a
relationship marketing approach. By acknowledging patrons as partners in
success, management fosters emotional loyalty, which is more sustainable
than price-based retention.

Competitive Differentiation in Accra’s Hotel Market

Accra hosts numerous beachfront properties, making differentiation essential.
Best Western’s integrated festive program—combining entertainment, dining,
and recreational activities—sets it apart from competitors offering standard
holiday packages. This holistic experience strategy enhances brand recall and
preference.

Practical Advice

For Hotel Marketers: Designing Effective Festive Campaigns

• Integrate Local Culture: Blend international holiday traditions
  with local customs to appeal to both domestic and international guests.
• Offer Tiered Experiences: Provide free or low-cost entry events
  alongside premium packages to maximize inclusivity and revenue.
• Leverage Visual Storytelling: Design photogenic settings (e.g.,
  decorated trees, themed décor) to encourage social media sharing.
• Extend the Timeline: Plan activities that span pre- and
  post-holiday periods to optimize occupancy across a longer window.
• Gather Feedback: Use event attendance and guest feedback to
  refine future campaigns and identify popular offerings.

For Travelers: Maximizing Holiday Hotel Experiences

• Book Early: Secure reservations and event tickets in advance
  to access better rates and preferred time slots.
• Participate in Complimentary Events: Take advantage of free
  activities like carol nights to enhance your stay without additional cost.
• Engage with Local Experiences: Choose hotels offering culturally
  relevant programming to gain authentic insights into the destination.
• Check for Family Packages: Look for bundled offers that include
  meals, activities, and accommodations for better value.
• Share Your Experience: Post reviews and photos online to support
  the property and help future travelers make informed decisions.

For Hospitality Students and Professionals: Learning from the Campaign

This initiative exemplifies how experiential marketing can drive both immediate
revenue and long-term brand equity. Future professionals should study the balance
between operational costs and guest satisfaction, as well as the importance of
timing and thematic coherence in seasonal campaigns.

FAQ

Conclusion

Best Western Plus Accra Beach Hotel’s festive campaign represents a well-executed
example of modern hospitality marketing. By focusing on experience creation,
inclusive pricing, and emotional engagement, the hotel not only boosts seasonal
performance but also builds a foundation for sustained growth. For industry
professionals, this case underscores the importance of moving beyond conventional
promotions to deliver genuine value and connection. For travelers, it highlights
the growing availability of enriching, culturally grounded vacation experiences
in West Africa.

As the hospitality sector continues to evolve, properties that prioritize guest
experience over transactional interactions are likely to lead in customer loyalty
and market share. Best Western Plus Accra Beach Hotel’s approach offers actionable
insights for hotels worldwide aiming to thrive in an experience-driven economy.