Ice Hotel Case Study: Hotel De Glace

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Ice Hotel Case Study
How is this property marketed?
Product
Hotel de Glace is a unique hotel made of ice and snow. The product they are selling is a once in a life time experience. This is a one of a kind property in Canada as nowhere else could you pay to sleep on a block if ice. It is only offered a couple months out of the year making it a limited time offer for those who want to explore the Ice Hotel.
Place
Hotel de Glace is located 10 minutes outside of Quebec City. The hotel offers 44 rooms and suites, a bar and events spaces all made of ice and snow. The hotel is only open in the winter months to insure the integrity of the building and experience. This year Hotel de Glace will be open from January 4th to March 28th. Guests can
The Hotel offers multiple tour packages that include individual, cocktail, behind the scenes and a lunch tour. Wedding packages offered include Romantic, Exotic and Magical wedding, and the two corporate events are Frosty Happy Hour and Winter Discovery. As well as the hotel promotes themselves by getting involved in movies and special products.
People
We can only imagine how amazing an opportunity it would be to work at the ice hotel. There would be many challenges and rewards to working there and it would take a person who is truly dedicated to making people happy to work there. Customer service clerk Katherine Tardif said, “Working at the Hotel de Glace is very unique and wonderful. It is like a big family. Each year, the team is fantastic. The Hotel de Glace is a really interesting project. Everywhere I go, I talk about it with such enthusiasm that everyone wants to experience this fabulous
To be a hotel made completely of ice and snow truly is a competitive advantage for Hotel de Glace. There are other ice hotel located in Sweden, Norway, Romania, Finland, Switzerland, France, and Austria, however they have a different target market as far as geographic’s. We believe the Hotel de Glace doesn’t market to Europe for that reason so they don’t have to compete with those hotels. We think the closest competitor they have is the Fairmont Banff Springs as they both are located in Canada and have a drawing powering due to their whimsical effect. They both are unique in their own way, the only difference is that the Banff Springs has a wider target market and an ability to market to more of the world then the Hotel de Glace. Marie-Pier Daigle the marketing supervisor at the Hotel de Glace said, “We do have guests from all around the world but we don’t have the budget to do advertising everywhere…that’s the reason why we go with the most important markets”. Even though the Hotel de Glace doesn’t have a huge marketing budget they do have a lot of great sponsors that provide access to investment opportunities. Some of these sponsors include Heineken, Bell, Four Point Sheraton, Pinnacle, and many more. The Hotel de Glace positions themselves to be recognized and competitive in their own unique

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