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EarthyEquine, by EartHotel Welcome to the presentation by EartHotel, an eco-friendly hotel with particular horse-related services in the beautiful italian location of Maremma Toscana. We are proud to offer a unique experience for our guests who are interested in sustainable travel and outdoor activities. Our buildings are designed and conceived to provide a comfortable stay while minimizing the impact on the environment, with our commitment we inspire people to make more conscious travel choices. We will now begin a journey to discover our company characteristics and the details concerning marketing’s area. Earthotel is an eco-friendly hotel surrounded by a magical nature where our guests can relax in cozy rooms made with recycled materials, each room features attention to detail with large spaces and functional furniture. The hotel offers an outdoor swimming pool and a small spa with Finnish Sauna. Services and outdoor activities are our highlights, guests can choose a large variety of different proposals from the most peaceful (like pic-nics) to the most adventurous such as horse riding in the woods or down-hill with bike. EartHotel is located near the Tuscan city of Grosseto in the wilderness. The hotel is situated in a big manor divided in 3 buildings, the reception and the local restaurant are in the main structure. It features over 30 guest rooms of different types from single to quadruple. Our hall-marks are horse stable and horse-related infrastructure that are fully equipped to accommodate passionate riders and also their horses for competitive preparations, riding lessons or simply fun. Our aim is to create unforgettable experiences pursuing sustainability in a way of responsible tourism for the new generations of conscious travelers, in fact EartHotel is provided by renewable energy and follows a policy based on recycling and nature conservation. WE have come to the overview of our new excellent reality : EartyEquine. EartyEquine is a special horse barn that is considered a slow tourism promoter: personalized horseback tours are organized here and the bridleway that winds its way throughout the region starts and ends exactly from our gate. Only ethological methods are used in our stable and the first value to respect is animal welfare. We also offer riding lessons for beginners and children in our arena, for our most demanding end experienced customers, lessons of competitive improvement are carried out with professional instructors. The concept behind EartyEquine comes from an in-depth analysis of our values and hopes for the future. The name of our company derives from the union of the words Earth and Equine that remarks our interest for the environment and the love of these fantastic animals. Our Pay-Off “GALOPPING TOWARDS SUSTAINABILITY” take up again the importance of minimizing human impact on nature with horse-related activity based on slow tourism concepts. We have created a logo that wants to communicate who we are and our vision, for this a stylized image was chosen to represent us, a haflinger mare holding a leaf in her womb. Protecting biodiversity and promoting safeguard are our most cherished principles. Our eco horse stable offers state-of-the-art facilities that are entirely made from sustainable materials and are designed to provide natural ventilation and lighting. The paddocks are built according to the Paddock Paradise principles such as our horses always live in herds with the possibility of walking on different types of land with hay available 24 hours a day. We also have a spacious riding arena where guests can enjoy horse riding lessons or simply watch our horses in action that is provided by all weather footing material for every season and weather conditions. In addition to our stables we also have a tack room, washing area and clubhouse, in which our guests can relax in a cozy lounge area surrounded by eco-friendly furniture and decor. Guided horse tours are available all year round to allow clients to enjoy the landscapes of our Maremma over the seasons. Our target market is principally formed by 3 categories of travelers that we have represented in a graphic: The first occupies about 50% of the total number of our yearly clients and represents groups of youngers who are nature and sporty passionates. They are generally 4 or 6 people who are looking for new experiences. In the second segment we see the exclusive clients in our hotel: horse riders and passionate, they both looking for professionalism and emotional experience. In this category we find animal and sports enthusiasts. The last one (20%) we can find families with kids. Today's parents are more conscious and they prefer a healthy lifestyle for their children. Families are the most quality researchers clients and they are willing to pay more for services As a typical client we have created a customer profile of a young woman. Her name is Talula, she is in her 30ies and she worked as a guide in a Science Museum. She has an income of about 50.000$ per year .She is an open minded person, she loves to stay with friends and she is really sensitive. Her interests concern in long trekking in nature, discovering new foods and the agricultural landscape. She also has two dogs. She travels a lot, especially during summer, she usually prefers to stay away for a long time (about 2 weeks) in country hotels or residences in half board, she loves very much to try different services and activities. Our principal competitors are two businesses near our hotel: Heaven’s Agritourism and Bee Beauty Farm. The first has its own production of vegetables, homemade jams and cured meat. As an activity they organize educational farm activities for schools, for that has obtained a lot of contacts and positive reviews. At least they do hiking activities every weekend, that is an open call to the sports association. Bee Beauty Farm specializes in beauty treatments and has a greater choice of wellness itineraries, their spa is bigger and more professional than our. They also produce honey for cosmetic use. We differentiate ourselves by focusing on sustainability and responsible tourism ( values that the other activities didn't have), we also promote a lifestyle for our guests. We sell experiences, not products, they will always be in our guests minds and hearts. Then is very important for us to taking care of animal welfare, we don’t see them only like money productor, whe could see them as life companions that deserve respect and love. Our goals are related to increasing the awareness about eco tourism by attracting more clients and retaining customers. We really believe in partnership, so our main objective is to obtain a lasting and positive relation with locals also for business collaborations. We have designed two purposes for the next three years: one is about the creation of a modern eco glamping near the hotel, for a new type of experience that will be also more interesting for nature lovers; the second is to bring the Slow Food Earth Market in our structure twice a months, that will attract new targets. To obtain these goals we must use some strategies that will be separated into EXTERNAL STRATEGIES and INTERNAL STRATEGIES. The external includes a measure of research of local partners interested in our future projects that deal with our philosophy that will be our mate also for promotional horse riding packages linked to extra service; we must continue a social managing activity to promote our business also for foreign countries. Internal strategies are based on the guests involved: having fun in a beautiful location can be a special memory to share with friends and is a spur for their return back. We must keep in mind that happy or unhappy guests can both share their experiences and reviews online. But we also can share in our social videos and photos to intrigue new clients and create a nostalgic sense in our old habitué. To differentiate our income we can also create small eco themed gadgets that will be sold in local shops. In addition to traditional marketing strategies, our staff plans to implement some innovative promotional ideas in the equitation and travel markets. One of them is to offer kids summer camp that allows them to interact with our horses and certified instructors in a didactic perspective with amusing moments with interactive groups plays and themed bonfire nights with music, this will generate positive word-of-mouth. The most spellbinding idea is to collaborate with local artists to create horse-themed art installations around our stables and into the woods. These installations can be made from recycled materials and reflect our commitment to sustainability. They can also serve as eye-catching photo opportunities for visitors and social media influencers, who can help spread the word about our eco horse stable. By incorporating art into our marketing strategy, we can appeal to a wider audience and enhance the overall aesthetic of our facility. At least, we will promote horse training days in which we will host sectoral experts, veterinary and professional riders, our hotel will be at disposal to course participants and their horses to enjoy a full 360 degrees experience.