Ice Hotel Case Study How is this property marketed? Product The Ice Hotel is a unique hotel made of ice and snow. The product they sell is a once in a lifetime experience. This is a unique property in Canada, as nowhere else could you pay to sleep on a block of ice. It is only offered for a few months per year, making it a limited time offer for those who want to explore the Ice Hotel. La Place Hôtel de Glace is located 10 minutes from Quebec City. The hotel offers 44 rooms and suites, a bar and event spaces all made of ice and snow. The hotel is only open during the winter months to ensure the integrity of the building and experience. This year the Ice Hotel will be open from January 4 to March 28. The hotel offers several tour packages including an individual tour, cocktail reception, behind-the-scenes tour and lunch tour. The wedding packages offered include a romantic, exotic and magical wedding, and the two corporate events are Frosty Happy Hour and Winter Discovery. Additionally, the hotel makes itself known by getting involved in special films and products. PeopleWe can only imagine what an amazing opportunity it would be to work at the Ice Hotel. Working there would have many challenges and rewards and it would require someone who is truly dedicated to making people happy to work there. Katherine Tardif, Customer Service Representative, said: “Working at Hôtel de Glace is very unique and wonderful. It's like a big family. Every year the team is fantastic. The Ice Hotel is a really interesting project. Everywhere I go, I talk about it with such enthusiasm that everyone wants to have this fabulous experience. Being a hotel made entirely of ice and snow is truly a competitive advantage for the Ice Hotel. There are other ice hotels located in Sweden, Norway, Romania, Finland, Switzerland, France and Austria, but they have a different target market in geographical terms. We believe that Hôtel de Glace does not market its products in Europe for this reason and therefore does not have to compete with these hotels. We think their closest competitor is the Fairmont Banff Springs, as they are both located in Canada and have drawing power due to their whimsical effect. They are both unique in their own way, the only difference is that the Banff Springs has a wider target market and marketing ability to a larger part of the world than the Ice Hotel. Marie-Pier Daigle, marketing supervisor at Hôtel de Glace, said: “We have guests from all over the world but we don't have the budget to advertise everywhere... that's why we we are heading towards the most important markets.” Even though the Ice Hotel doesn't have a huge marketing budget, it has many great sponsors that provide access to investment opportunities. Some of these sponsors include Heineken, Bell, Four Point Sheraton, Pinnacle and many others. The Hôtel de Glace positions itself to be recognized and competitive in its own field.