# BRIEF KHACH HANG — DU LICH / RESORT / KHACH SAN / TOUR

> **Variant chuyen biet cho:** Resort/Villa/Bungalow, Khach san boutique, Tour du lich (inbound/outbound), Glamping/Eco-resort, Travel agency, Homestay cao cap, Cruise.
>
> **Khac voi F&B:** Du lich ban "trai nghiem" + "ky niem" — content must be aspirational, visual-first.

---

## HUONG DAN
- Thoi gian: **35-45 phut**
- Gui kem: hinh resort/phong dep nhat (RAW + edited), video aerial drone, kit press
- Luu y: **Mua cao diem (peak) cuc quan trong — phai cam chot truoc 2-3 thang**

---

## PHAN A — DOANH NGHIEP

### A1. Co ban
| Hang muc | Thong tin |
|----------|-----------|
| Ten | |
| Tagline | |
| Loai hinh | □ Resort □ Boutique Hotel □ Villa/Bungalow □ Glamping □ Homestay □ Tour operator □ Travel agency □ Cruise □ Eco-resort |
| Vi tri | |
| Quy mo | (So phong / So bungalow / So khach toi da) |
| Star rating | □ 3★ □ 4★ □ 5★ □ Boutique (unstarred) |
| Nam khai truong | |
| Web | |
| Booking.com | |
| Agoda | |
| Airbnb | |
| Fanpage | |
| Instagram | |
| TikTok | |

### A2. Doi ngu
| Vi tri | So luong | Ghi chu |
|--------|---------|---------|
| General Manager / Owner | | |
| Sales & Marketing | | |
| Front Office | | |
| F&B Manager | | |
| Activity / Experience | | |

### A3. Concept & Cau chuyen
> *Concept cua resort/khach san la gi? Cam hung thiet ke tu dau? Dieu gi lam ban dac biet so voi nghin khach san khac?*

```
[Dien]
```

### A4. Cam ket trai nghiem
| Cam ket | Mo ta |
|---------|-------|
| Phong cach phuc vu | |
| Check-in / Check-out | |
| Dac san / Am thuc dia phuong | |
| Activities dac biet | |
| Sustainability | (eco-friendly, organic...) |

---

## PHAN B — SAN PHAM & DICH VU

### B1. Phan khuc
- [ ] Budget (phong < 1tr/dem)
- [ ] Mid-range (1-3tr/dem)
- [ ] Upscale (3-7tr/dem)
- [ ] Luxury (7-20tr/dem)
- [ ] Ultra-luxury (20tr+/dem)

### B2. Loai phong / Accommodation
| Loai | So luong | Dien tich | Gia rack | Ghi chu |
|------|---------|---------|---------|---------|
| | | | | |
| | | | | |
| | | | | |
| | | | | |

### B3. Goi cam nghi (packages)
| Ten goi | Bao gom | Dem | Gia | Cho tuong | Chu luc? |
|---------|---------|-----|-----|----------|---------|
| | | | | | |
| | | | | | |
| | | | | | |

### B4. Tien ich & Activities
**Tien ich chinh:**
- [ ] Ho boi (so ho: ........)
- [ ] Spa & Wellness
- [ ] Restaurant / Bar
- [ ] Beach (bien rieng / bien chung)
- [ ] Gym
- [ ] Kids Club
- [ ] Meeting room / MICE

**Activities dac trung:**
- [ ] Kayak / Snorkeling
- [ ] Cycling
- [ ] Trekking
- [ ] Lop nau an dia phuong
- [ ] Meditation / Yoga
- [ ] Fishing
- [ ] Khac: ............

### B5. Kenh ban
| Kenh | Co? | % Doanh thu |
|------|-----|------------|
| Web truc tiep | □ Co | |
| Booking.com | □ Co | |
| Agoda | □ Co | |
| Airbnb | □ Co | |
| Expedia | □ Co | |
| Tour operator / Travel agency | □ Co | |
| MICE / Corporate | □ Co □ Khong | |
| Zalo / Facebook DM | □ Co | |

### B6. Muc gia & Chinh sach
| Muc | Chi tiet |
|-----|---------|
| Rack rate | |
| Best available rate | |
| Package early bird | |
| Package last-minute | |
| Chinh sach huy | |
| Chiet khau OTA | |

### B7. USP (dieu chi resort minh co)
1. ............................
2. ............................
3. ............................

---

## PHAN C — KHACH HANG

### C1. Doi tuong (chon 2)
- [ ] **Cap doi tre 23-35** — honeymoon, anniversary
- [ ] **Cap doi co thu nhap cao 30-45** — getaway thi gian, nghi duong
- [ ] **Gia dinh co con** — family trip, an toan cho be
- [ ] **Nhom ban be** — group booking, girls/boys trip
- [ ] **Doanh nhan solo** — workcation, nghi xu stress
- [ ] **MICE** (Meeting, Incentive, Conference, Event)
- [ ] **Khach quoc te** — inbound tourism
- [ ] **Khach nuoc ngoai dinh cu tai VN**

### C2. Muc dich chuyen di
- [ ] Honeymoon / Anniversary
- [ ] Nghi le ngan ngay (2-3 ngay)
- [ ] Nghi he dai ngay (5-7 ngay)
- [ ] Workcation
- [ ] Team building / Company trip
- [ ] Tham gia event / festival

### C3. Thu nhap
- [ ] < 20tr/thang (pho thong, di 1-2 lan/nam)
- [ ] 20-50tr (trung cap, di thuong xuyen)
- [ ] 50-100tr (cao cap)
- [ ] 100tr+ (luxury traveler)

### C4. Hanh vi dat phong
- [ ] **OTA-first** (Booking.com, Agoda — compare gia)
- [ ] **Instagram-inspired** (thay dep la dat ngay)
- [ ] **Word-of-mouth** (ban be recommend)
- [ ] **Google Search** (tim resort + khu vuc)
- [ ] **Facebook group du lich** (hoi va dat)
- [ ] **Dat truc tiep qua web/Zalo** (thich ho tro ca nhan)

### C5. Persona
> *VD: "Cap doi Linh & Nam, 29 & 31, lam viec tai HCM, di cong tac nhieu, muon nghi duong tu nguyen 4-5 sao Phu Quoc, ngan sach 4-6tr/dem, dat qua IG sau khi xem Reels, uu tien resort co bien dep + coc toc doc + bua sang view bien..."*

```
[Dien]
```

### C6. Hanh trinh
| Buoc | Thoi gian truoc | Khach lam gi |
|------|----------------|-------------|
| 1. Dream | 2-4 thang | (Scroll IG, Pinterest, YouTube vlog) |
| 2. Research | 1-2 thang | (Xem review Booking, hoi group) |
| 3. Compare | 2-4 tuan | (So sanh 3-5 resort cung muc gia) |
| 4. Book | | (Early bird / Flash sale / Direct) |
| 5. Trai nghiem | | |
| 6. Share | Ngay va sau | (Post IG, review Booking, khuyen ban be) |

---

## PHAN D — CANH TRANH

### D1. Doi thu truc tiep (cung khu vuc, cung phan khuc)
| Resort/KS | Vi tri | Gia | Diem manh | Diem yeu |
|----------|--------|-----|-----------|---------|
| | | | | |
| | | | | |
| | | | | |

### D2. Loi the vi tri / dac diem khong the sao chep
> *Khung canh, bien rieng, kien truc, concept dac biet...*

```
[Dien]
```

### D3. Muon duoc nho den nhu the nao?
> *VD: "Resort tro ve thien nhien dep nhat Da Lat" / "Bungalow bien romantic nhat Phu Quoc"*

```
[Dien — 1 cau]
```

### D4. Dinh vi
- [ ] **Romantic / Honeymoon destination**
- [ ] **Family-friendly**
- [ ] **Eco / Wellness retreat**
- [ ] **Party / Vibe resort**
- [ ] **MICE / Corporate**
- [ ] **Luxury / Exclusive**
- [ ] **Gia tri cuc tot (bang tien)**

---

## PHAN E — MUC TIEU

### E1. Boi canh
- [ ] Khai truong (Grand Opening)
- [ ] Re-brand / Nang cap
- [ ] Push mua le hoi (Tet, He, Black Friday)
- [ ] Tang ty le dat phong truc tiep (giam OTA)
- [ ] Mo rong MICE
- [ ] Push weekday (tang cong suat ngay thuong)

### E2. KPI thang
| Chi so | Hien tai | Muc tieu |
|--------|---------|----------|
| Occupancy rate | | % |
| ADR (Average Daily Rate) | | |
| RevPAR | | |
| Ti le dat truc tiep / OTA | | |
| Leads MICE | | /thang |
| Review 5 sao (Booking/Google) | | /thang |

### E3. Mua peak
- [ ] Tet (1-2) — dat truoc 2-3 thang
- [ ] He (5-8) — gia dinh, hoc sinh nghi
- [ ] Le 30/4 - 1/5
- [ ] He 2/9
- [ ] Cuoi nam (12) — couple, honeymoon
- [ ] Black Friday / Flash sale

---

## PHAN F — NGAN SACH

### F1. Tong ngan sach Marketing
- [ ] Duoi 20tr/thang
- [ ] 20-60tr/thang
- [ ] 60-200tr/thang
- [ ] Tren 200tr/thang

### F2. Phan bo
| Hang muc | % |
|---------|---|
| Facebook/Instagram Ads | |
| Google Search + Display | |
| YouTube / TikTok Ads | |
| KOL Travel + Lifestyle | |
| OTA optimization (Booking, Agoda) | |
| Email / Zalo retention | |
| Photoshoot / Video production | |
| PR / Media du lich | |

### F3. Timeline
| Moc | Ngay |
|-----|------|
| Chay warming Tet/He | (2-3 thang truoc peak) |
| Flash sale | |
| Peak season | |
| Low season push | |

---

## PHAN G — NGUON LUC

### G1. Marketing team
| Vi tri | Co? |
|--------|-----|
| Ads | □ Co □ Khong |
| Content + Copywriter | □ Co □ Khong |
| Designer | □ Co □ Khong |
| Photographer / Videographer | □ Co □ Khong |
| Social media manager | □ Co □ Khong |
| PR / Media | □ Co □ Khong |

### G2. Assets san co
| Asset | Co? |
|-------|-----|
| Hinh resort chuyen nghiep (100+) | □ Co □ Khong |
| Video aerial drone | □ Co □ Khong |
| Video phong + tien ich (4K) | □ Co □ Khong |
| UGC tu khach | □ Co □ Khong |
| Press kit | □ Co □ Khong |

### G3. Khach co post/tag tu nhien?
> *UGC la noi luc cuc lon cho resort.*

- [ ] Rat nhieu — hashtag rieng co > 5000 post
- [ ] Co nhung it — chua co he thong khuyen khich
- [ ] It — khach it dung mang xa hoi
- [ ] Chua co — can xy dung UGC system

---

## PHAN H — TAI SAN SO

### H1. Kenh
| Kenh | Co? | Link | Metric |
|------|-----|------|--------|
| Instagram (CRITICAL) | □ Co □ Chua | | |
| Facebook | □ Co □ Chua | | |
| TikTok | □ Co □ Chua | | |
| YouTube | □ Co □ Chua | | |
| Web chinh | □ Co □ Chua | | |
| Booking.com | □ Co □ Chua | | rating: |
| Agoda | □ Co □ Chua | | rating: |
| Google Business | □ Co □ Chua | | rating: |
| TripAdvisor | □ Co □ Chua | | rating: |
| Airbnb | □ Co □ Chua | | rating: |

### H2. Web booking
- [ ] Co booking engine truc tiep
- [ ] Chi gioi thieu, dat qua OTA
- [ ] Chua co web

### H3. Database
- Khach hang cu: ............
- Email: ............
- Zalo: ............

---

## PHAN I — SANG TAO

### I1. Tone & Style
- [ ] **Dreamy / Aspirational**
- [ ] **Romantic / Intimate**
- [ ] **Natural / Earthy**
- [ ] **Vibrant / Party**
- [ ] **Luxury / Exclusive**
- [ ] **Family / Warm**
- [ ] **Adventure / Wild**

### I2. Brand cam hung (resort/khach san)
| Brand | Ly do |
|-------|-------|
| | |
| | |

### I3. KHONG duoc lam
- [ ] Khong dung hinh khong phan anh thuc te (qua chinh sua)
- [ ] Khong cam ket "view dep nhu hinh" neu phu thuoc thoi tiet
- [ ] Khong fake review
- [ ] Khong dung hinh khach chua xin phep
- [ ] Khong quang cao hoat dong chua duoc phep

---

## PHAN J — DELIVERABLES

### J1. Strategy
- [ ] Marketing Plan (theo mua + kenh)
- [ ] OTA optimization strategy
- [ ] Direct booking increase strategy
- [ ] Content calendar (visual-first)
- [ ] MICE sales strategy

### J2. Creative
- [ ] Photoshoot resort (200+ hinh: phong, ho boi, am thuc, nguoi)
- [ ] Video resort (60s hero + 30s room cut + 15s IG Reel)
- [ ] Drone video (30-60s)
- [ ] Bo template IG stories + Reels
- [ ] Email/Zalo template (booking, nurture, re-engagement)
- [ ] Brochure / Press kit
- [ ] Landing page (tung goi cam nghi)

### J3. Van hanh
- [ ] Setup Facebook/Instagram Ads
- [ ] Setup Google Search + Hotel Ads
- [ ] Optimize OTA listing (Booking, Agoda, Airbnb)
- [ ] Booking KOL Travel (3-5)
- [ ] Hosting media trip (bao chi, KOL)
- [ ] Setup email nurture
- [ ] Setup Zalo OA
- [ ] UGC system (hashtag + khuyen khich khach post)
- [ ] Google Business optimization

### J4. Hop tac
- [ ] Project (khai truong / peak season)
- [ ] Retainer 12 thang

---

## PHAN K — BO SUNG

### K1. Tai lieu
- [ ] Hinh resort (RAW + edited)
- [ ] Video (neu co)
- [ ] Rate sheet (gia phong chinh sach)
- [ ] Press kit (neu co)
- [ ] Danh sach awards / Certification

### K2. Cau hoi
```
[Dien]
```

### K3. Thong tin khac
> *VD: Giai doan nang cap, them tien ich, partnership voi hang khong/tour...*

```
[Dien]
```

---

## XAC NHAN

**Nguoi dien:** ............................
**Ngay:** ......./......./..........

**Cam ket:**
- [ ] Da dien day du
- [ ] Hinh su dung la cua resort, chua chinh sua qua
- [ ] Phan hoi 48h

**Han nop:** ......./......./..........

---

## NEXT STEPS

1. 24h: Review brief + hinh
2. 48h: Hop ve concept + kenh
3. 5-7 ngay: Plan v1 + media plan
4. 7-10 ngay: Plan v2
5. 10-14 ngay: San xuat creative
6. Launch (truoc peak 2 thang)

---

**Team Marketing — Agency**
