International Journal of Hospitality Management

Running head: MANAGEMENT
Management
Name of student
Name of University
Author note

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Table of Contents
Introduction................................................................................................................................3
Main Body..................................................................................................................................3
Premier Inn Hotel Leeds at Leeds/Bradford airport Marketing.............................................3
Britannia Hotels’ marketing activities...................................................................................5
Comparison between the two hotels......................................................................................5
Research methods.......................................................................................................................9
Conclusion..................................................................................................................................9
Recommendations....................................................................................................................10
Bibliography.............................................................................................................................11

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Introduction
The report is prepared to discuss and research about the tourism or aviation industry
in United Kingdom and determine about the various marketing actions and tactics undertaken
by the hospitality companies, especially the hotels and inns to sustain competitive advantage
in business. The report will compare the marketing tactics carried out by the two companies
including the Premier Inn Hotel Leeds at Leeds, UK and Britannia LBA Hotels and analyse
the various promotional actions undertaken to gain greater outreach to the customers as well
as generate higher revenue in business much more comprehensively. The objectives of the
research will also be presented here along with the assessment of data collection methods and
analysis techniques that are required to meet the objectives and goals too (Kotler et al. 2017).
Not only this, but also the comparison between the two companies will let us know about
various aspects, i.e., how much both these hotels charge for each room and how different the
marketing actions are that have been undertaken by these two hotels in United Kingdom.
Main Body
Premier Inn Hotel Leeds at Leeds/Bradford airport Marketing
Considering the fact that Leeds has always been a busy city in United Kingdom and
boots of a great atmosphere as well as fun activities going on all around such as people visit
museums, stately homes, shopping malls, Trinity Shopping centre. The Premier Inn has been
one of the largest and most beautiful hotels in Leeds, UK, which consists of smart, stylish,
clean and world class facilities’ rooms that have been made available at great prices. Not only
the rooms are quite modern, but also each and every rooms consists of world class
technologies such as touchscreen room controls, superfast Wi Fi connectivity, Smart
Televisions, Luxurious beds and Monsoon showers, which can cater the needs of people
visiting the hotel quite effectively (Premierinn.com 2020). Not only, does this mean that the

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Premier Inn has targeted mostly ths luxury segment of customers, but also the hotel has
aimed at offering value for money services by making rooms available at lesser prices,
without doing much comprise to the facilities available at each of the rooms. This has helped
in targeting every segments of market comprising of customers to gain access to the rooms
and enjoy the services of the hotel effectively, thereby, raise their level of satisfaction
quotient largely too (Jung, Ineson and Green 2013). The Premier In at hotel also made sure to
carry out its marketing efforts properly by offering exclusive rates for the rooms along with
options for brilliant value meal deals, which make people have a perfect stay at the hotels
falling under Premier Inn hotel chain. The ZIP introduced by Premier Inn has also satisfied
the needs of many by providing small sized rooms and delivering a simple stay for the guests
of the hotel for a price that is unmatchable, i.e., starting from just $19 per night (Leonidou et
al. 2013). The Premier Inn hotels located at Leeds is nearby the Bradford Airport, which has
helped in making the people reach the hotel within few minutes and near both Skiptona and
Harrogate.
It has been found that Premier Inn, being a major hotel chain in UK, has managed
online marketing techniques by advertising about its hotel services on prime time television
as well as on various social networks along with management of an own website too. To
instigate a sense of familiarity and belongingness, the company has also made sure to create
high level of confidence among the consumers and that has been possible by differentiating
itself from its competitors. The marketing approaches have been undertaken to emphasize on
the emotionally led campaigns that have helped in generating interest as well as positive
intent among the consumers to make purchases (De Pelsmacker et al. 2018). The company’s
website not only allows the clients to look into the hotel rooms based on the needs and
preferences, but also has helped them to choose the dates for which they want to stay at the