CHM601 Contemporary Hotel Marketing Assignment

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Contemporary Hotel Marketing (CHM601)

Added on 2020-05-04

CHM601 Contemporary Hotel Marketing Assignment

Contemporary Hotel Marketing (CHM601)

Added on 2020-05-04

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Running head: CONTEMPORARY HOTEL MARKETINGContemporary Hotel MarketingName of the Student Name of the University Author Note

CHM601 Contemporary Hotel Marketing Assignment_1

1CONTEMPORARY HOTEL MARKETINGTable of Content Introduction......................................................................................................................................2Literature Review............................................................................................................................3Methodology....................................................................................................................................5Findings...........................................................................................................................................5Result and Discussion......................................................................................................................7Conclusion.......................................................................................................................................8References and Bibliography...........................................................................................................9

CHM601 Contemporary Hotel Marketing Assignment_2

2CONTEMPORARY HOTEL MARKETINGIntroduction The following report is based on a contemporary hotel industry, where the marketingstrategies of the hotel organizations have been analyzed. Some facts are investigated consideringthe external market environment. Investigation helps to back the analysis, which provides theresults. The investigation has been conducted considering the target market-family travelers inthe hotel industry. Defining the objectiveTo examine the type of customers in the hotel industry To develop suitable marketing strategies to approach the target customersThe objective of the research is to investigate the type of customers that hotel organizationacquires and their importance in the expansion of business. Another objective of the report is tocreate marketing strategies considering a particular target market of the hotel organization. Thestrategies help to learn about how those customers can be approached. Background to the research problem It is certain that hotel industry in Australia in the recent time has become dynamic andthis changing need of the customers is knocking the organizations to adapt to new trends in thebusiness (Pegg, Patterson & Gariddo, 2012). The organizations are in the rush of developingtheir marketing strategies to reinforce their position in the market (Leonidou 2013). Thus, toimplement new strategies to the business, the firms must consider a particular market and thetarget customers, upon whom they could apply the strategies. Among the types of customers,family travelers should be the major focus of the organizations as due to the economical stability

CHM601 Contemporary Hotel Marketing Assignment_3

3CONTEMPORARY HOTEL MARKETINGin the nations, the upper class families often prefer to go on a vacation and books hotels.However, the organizations in the sector are required to consider family travelers as their newtarget market and develop suitable plans to meet the needs of such customers. Research aim and QuestionsThe major aim of the research is to focus on “family travelers” as the target customers in thehotel industry and develop suitable strategies to approach the target market. Research Questions What is the impact of dynamic market environment on the organization in the hotelindustry? What are the strategic requirement for growth and expansion of the organizations in hotelindustry?Literature ReviewConducting a situational analysisPolitical-The political grounds always have a direct and intense impact on the hospitalitysector. In Australia, the political stability is always there for hotel organizations. McManus(2013) mentioned that due to the growth of tourism sector in Australia, the hotel organizationsfind significant opportunities to develop their business. Economical-Australia is economically developed; therefore, the hotel organizations inthe sector find the availability of resource to backup the operation. However, Assaf and Agbola(2011) mentioned that sudden downfall in the economy in 2008 caused significant damage in the

CHM601 Contemporary Hotel Marketing Assignment_4

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