Concept of Home in Hotel Marketing

Running head: CONCEPT OF HOME IN HOTEL MARKETING
CONCEPT OF HOME IN HOTEL MARKETING
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1CONCEPT OF HOME IN HOTEL MARKETING
Executive Summary
The report essentially focuses on the emerging trend of applying the concept of ‘home’ among
the product offerings and marketing functions of businesses operating in the accommodation
industry. Hotels are using the concept of home in order to promote themselves as homes away
from homes. The concept is being utilized to enhance the factor of customer satisfaction to
greater levels. The study has essentially evaluated the concept of home according to its
significance in hotel marketing and product offering. The utilization of the concept by various
hotels have been discussed. Moving forward the recommendations for the effective
implementation of the concept within the operational aspects of the Best Western Australia hotel
were provided. The findings suggest that the concept of ‘home’ is emerging as one of the
strongest factors that can affect the present and future business proposition of hotels across the
industry.

2CONCEPT OF HOME IN HOTEL MARKETING
Table of Contents
Introduction......................................................................................................................................3
Business background.......................................................................................................................3
Concept of “Home”.........................................................................................................................4
Use of the concept of “home” by Accommodation Businesses......................................................5
Creation of the home experience by Best Western..........................................................................7
Recommendations............................................................................................................................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

3CONCEPT OF HOME IN HOTEL MARKETING
Introduction
The report will focus on a recent marketing concept of ‘home’ that is being used by
businesses operating in the hotel or accommodation sector. The home concept focuses on the
homely nature of the business offering. Hotel companies are increasingly focusing towards
providing the travellers with the comfort of their homes through their accommodation services.
The report will analyse the essential aspect of marketing considering the concept of home and
the subsequent competitive advantage it can provide a business. Initially, the background of the
business will be essentially discussed. The report aims to bring forward through extensive
analysis and evaluation, the concept of creating a strong home value for the customers utilized by
the hotel industry. The various factors that can affect customer preferences concerning the
concept in the accommodation industry are presented through the study. The concept of home
and its feasibility towards the effective marketing of accommodation services have to be
essentially discussed.
Business background
The company in focus in the report is Best Western Hotel. The company is a significantly
large hotel sector business predominantly operating in the US and North America (Heyes and
Aluri 2017). In Australia, the subsidiary company of the Best Western Hotels is the Best Western
International, which is moderately successful. It operates relatively large number of hotels in the
country. The hotel company have recently opened its accommodation services in some of the
popular tourist destination in Australia and wants to attract customers that are mainly
international travelers. The company wants to strengthen its marketing functions in the
southeastern region of Australia (Zervas, Proserpio and Byers 2017). The company is located