Importance of Brand Awareness in Hospitality

This article explores the significance of brand awareness in the hospitality industry. It discusses how brand recognition affects sales, competition, and customer loyalty. The article also provides insights on how to increase brand awareness and highlights the importance of effective marketing strategies.

Discipline: Marketing of the hospitality industry
ROS: “Why is brand awareness is important in hospitality”
Done by: Stepanenko Diana, Alpysbek Zhansaya, Kim Danil
Number of group: 21.364
Алматы, 2022
Table of contents
Abstract……………………………………………………………………………3
Introduction………………………………………………………………………3
Literature Review…………………………………………………………………4
ResearchProposal……………………………………………........................
………………….….5
Methodology………………………………………………………………….…6
Findingsand
Analysis…………………………………………………......................…………………6
Recommendations……………………………………………………………….9
Conclusion ………………………………………………………………………..9
References………………………………………………………………………9
Attachments…………………………………………………………………..…11

Abstract
First, you need to understand what marketing in hospitality is. The subject of
study — marketing of the hospitality industry — is part of our understanding of service
marketing and is an important element of practical marketing. Today, the service sector
is one of the most important sectors of the world economy. The very concept of the
tourism industry is changing before our eyes. The—dimensional definition of tourism,
associated primarily with tourists and the organization of tourist trips, gives way to a
multidimensional concept - the hospitality industry, within which all related branches of
the economy associated with serving people through specialized enterprises are united:
hotels and restaurants, transport companies and travel agencies, entertainment, sports,
cultural, entertainment and gambling establishments. Every sixth person of the able-
bodied population of our planet is employed in this industry today. The hotel and
restaurant business is its main component, since it provides the primary human needs for
rest, sleep and food. This industry is dominated by international corporations, called
hotel and restaurant «chains», which are «like networks stretched all over the world»
and involve hundreds of millions of people in their service.

Introduction
Regardless of the stage of development, brand awareness is crucial for businesses.
The target market's capacity to recall the brand directly affects the volume of sales.
Brand recognition influences competition and influences customers to select the
company's products over several alternatives. Depending on quality qualities, certain
buyers may favor particular products over others. Most consumers select well-known
brands. Awareness fosters loyalty, builds target audience trust, improves the company's
reputation, and aids in its promotion. When a customer can recall a trademark when
needed, it has been successful in creating the appropriate associative sequence. At the
same time, it shows how successful the current marketing approach is that customers can
tell one company from another. Brand recognition, however, varies
(“Чтотакоеузнаваемостьбренда: основы - Определение | SendPulse Казахстан”).
Businesses take a variety of actions to boost sales, including investing in advertising,
running campaigns, and inundating prospective clients with «profitable offers» via
email. The creation of brand awareness is an essential component of communication and
marketing strategy that frequently goes unnoticed and must be addressed prior to the
implementation of the aforementioned strategies. In fact, how can a prospective
customer purchase a product if he has no knowledge of the business or the product's
brand? (Erevan,2021) Companies increase awareness to strengthen their market position
and communication with consumers (Соловьева, 2014). Many people think that big
businesses, usually those involved in the sale of goods, should have more control over
their brands. The hotel business is nonetheless familiar with numerous instances where a
brand started as a single hotel and over time gained momentum and global recognition.
Hotel chains like Hilton, Kempinski, and Sheraton have built their reputations not
through the sale of goods, but rather through the delivery of consistently excellent
service, wherever the hotel may be. Frontdesk.ru specialists claim that starting on the
first day the hotel is open, a new brand must be developed. It's time to reevaluate the
strategy for all brand-building and brand-strengthening efforts in the Kazakhstan market,
where national hotel brands have only recently started to emerge. Let's examine the
primary distinctions between the brand of goods and the brand of services. For the hotel
industry, internal brand development, the development of corporate culture, and service
standards will be of utmost importance. If traditional businesses focus on the external
development of the brand, communication with the client, and primarily providing
information to him as a buyer. Every hotel staff should represent the brand, as is well
recognized. You must be certain that any hotel employee who interacts with a guest will
provide him with the precise information he needs to understand the brand's guiding
principles. In other words, the receptionist must give the visitor information that is
identical to the information the general manager provided ( Лучкина,2014). This
consistency gives the customer trust that the brand maintains a constant quality of
service throughout the entire communication process, which is crucial for the hotel
business. Therefore, it is crucial to concentrate on people who have the power to affect

your visitors' decisions in order to begin connecting with the target audience (i.e., your
guests). Regular engagement will help you build a great reputation for your company
and boost client loyalty ( Кирова,2014).
Literature Review
Why do I need to increase awareness?
Consumers are more likely to avoid a business if they are unaware of it. As a
result, the foundation of brand capital is frequently thought to be recognition. Here are a
few benefits that the business gains by working on recognition. The squad can be
motivated in this way. Top executives frequently monitor brand awareness. The
indication makes it easy to keep track of how the firm is doing. Generally speaking, if
recognition is increasing, the company's position is strengthening. Brand recognition is a
sign of a growing business. You may compare these two metrics if you know the
percentage of individuals who are aware of your brand and your market share. To
convert awareness into a willingness to purchase from you, you must establish a goal.
As a result, more individuals will purchase your brand's goods, increasing the company's
market share. Growing recognition ensures that consumers won't forget the brand. Brand
awareness is a valuable asset (Егорян,2015). Consumer needs are evolving, therefore
you must continually work on recognition to get the right individuals the right
information about the brand at the right time. The brand will remain relevant thanks to
this. Customers will be more loyal to you if you can demonstrate your value to them.
Recognition is a sign of how well marketers are doing their jobs (Котлер,2015). A high
level of recognition shows effective marketing on the side of the department. Change
your promotion plan if brand recognition isn't rising. At the same time, clients must
recall favorable things about the business (Ягодкина,2014).
How to increase brand awareness?
Companies that create a marketing strategy to raise awareness to show the best
outcomes. The strategy should be applied to the plan. On recognition, effort must be
done both now and in the future. This should be considered in the plan. You need to
strike a balance; you shouldn't concentrate solely on one instrument. Don't forget that
customers should buy now if you want to raise awareness over the long term. If you are
attempting to gain fame right now, keep in mind that you must take long-term action.
You must entice a new audience and broaden your clientele base in order to improve
exposure (Шаров, 2017). The usual methods and tactics for brand promotion are listed
below. An integrated strategy that considers the traits of the target audience produces the
best outcomes. For consumers' attention, a wide variety of companies and media outlets
compete. The audience that may be reached will grow as more methods are employed to
promote the business. Advertisement (Игитян, 2017). This is an effective way to reach a
mass audience. Ads can be shown to hundreds and thousands of people. The best way to
increase brand awareness through advertising is to make creatives that will be

remembered. Brands are constantly fighting for the attention of consumers, but only
those who are different from others achieve success (Албитова, 2017).
The main channels for advertising:
-Social network;
-Search engines;
-Television;
-Radio;
-Newspapers and magazines.
Research Proposal
We decided on the subject for our research in the first week, and the teacher and I
approved it in the second. We created a strategy that specified how material from
various sources would be evaluated in the third week. A literature review was done
before the sixth week, and in the seventh week, we put together a research proposal and
submitted the work for review. The survey questions were created in the ninth week.
We distributed a survey in the tenth week and awaited
feedback. We examined the findings of the responses to the questions in the
eleventh week, and in the twelve weeks, we prepared the study's conclusion. We
updated the sources using the APA style in the thirteenth week. We gathered our
information last week, adjusted it in accordance with the criteria, and then submitted the
final product.
Table 1. Research Proposal scheme
1 Choosing the topic
2 Topic approval
3 Searching for sources
4 Writing a literature review
5 Final checking of the literature review
6 Creating a research proposal
7 Submission of the first part of the project
8 Making a quantitative analysis by taking a survey
9 Answering to the research question according to survey results
10 Concluding the project work
11 Approving the final work
Methodology
Quantitative and quantitative research are the two categories of methodological
study. In quantitative research, questions are posed to a large number of participants, and

the data are then compiled into statistics. Contrarily, the primary data for the qualitative
technique is gathered from a smaller group of respondents, but each is subjected to a
comprehensive survey. It aids people in locating trustworthy knowledge from experts. A
quantitative research methodology was selected for this investigation. We participated in
a virtual survey for this study and distributed it to confirmed responders. 124 persons
who are at least 15 years old have recently viewed our survey. According to statistics,
86.3% of people were between the ages of 15 and 20, 7.3% were between the ages of 21
and 25, 4% were between the ages of 25 and 30, and 2.4% were older than 30 [1]. The
respondents' genders were also determined, and statistics revealed that women make up
the majority of respondents (71%)[2].
Findings and Analysis
According to the surveys we conducted with people of various ages, sexes, and
other characteristics, 12.1% of 124 persons had internships in the hotel industry [3]. And
based on this 12.1%, we discovered that these individuals held a variety of positions in
this industry, including those of receptionist, administrator, administrative assistant,
daily check-in manager, cleaning lady, waiter, and bartender, as well as someone who
assisted their father in running his hotel. Based on the responses, it is clear that there are
many different types of jobs in the hospitality sector, thus it is possible to work in a
position that you enjoy [4]. We then inquired, "How frequently do you stay at hotels?"
2.4% responded that they frequently stay in hotels, 8.9% that they frequently do so,
35.5% that they occasionally do so, 43.5% that they seldom do so, and 9.7% that they
have never stayed in a hotel [5]. The most well-liked hotel, not only in Almaty but also
in foreign branches, was Rixos. Rixos in Aktau was also mentioned [6]. In order to
determine the most popular hotels, we also showed interest in the hotels where these
people were staying. The majority of guests who left comments said they were staying
in hotels outside of our city, although there were other hotels there, like the Beis Spa
Hotel, Sadu, Hotel Kazakhstan, and the "Astana International" hotel. Based on our prior

research, we discovered that many scientists hold the opinion that you should first work
for the brand before the brand begins to work for you [7]. After speaking with 124
people, we discovered that 96.8 of them shared this opinion. We believe it's important to
learn what increases hotel brand recognition. 80.6% of respondents believe it increases
bookings and profits, while 53.2% believe it attracts new celebrities and recognizable
faces, 58.1% believe it increases activity, and 48.4% believe it increases responsibility
[8]. We concur with all of these responses because we covered this topic earlier in our
literature review. The trust in more well-known hotel brands is also higher, as we noted
in our literature study, and 96% of the respondents to our survey concur [9]. As one
might expect, the hotel's recognition shortens the time it takes to attract guests because,
as was noted before, "first you work for the brand, and then the brand works for you"
and is actively seeking out new clients with you, and 50.8% concur [10]. It's important
to keep in mind that marketing is an important aspect of any business and that effective
marketing may help your hotel establish a name for itself over time. And at what point
must effective marketing be started in order for your hotel to become well-known?
55.6% think it should be done during the development stage, when you add new
features, while 42.7% think it should be done at the beginning when you are just starting
your firm [11]. Individuals trust hotels they know more about, as we stated in our
literature review, and 96.8% of people concur with this statement [12]. Here are a few
justifications for their beliefs: 1) Recurring guests who book the same hotel year after
year is a sign of a successful hotel. Read the reviews carefully, and avoid selecting
solutions that are overly idealistic or stereotypical. To confirm that a guest was indeed at
the hotel, you can occasionally write to him directly. Your friends and acquaintances
won't just make up stories about your trip; they'll also let you know about the humorous
incidents and difficulties that occur.
Although picking a hotel is difficult, the time and effort put into your search will
be worthwhile. 2) The brand I am already familiar with has some level of credibility.

3) Recognizable companies typically, although not always, already have a
customer base and do not want to jeopardize their standing. As a result, they work to
raise the (high) bar rather than degrade the quality of services.
4) You can find out all there is to know about a well-known brand and be certain.
A well-known brand will have more reviews, which will aid in your decision-making.
Naturally, they can be both positive and negative, but solely because of the latter, a
lesser-known brand has a better chance of being chosen.
5. Those who value their time and money will pick a hotel with a good reputation.
Only those who are trying to save money will be interested in learning something new,
so to speak; these individuals will review both the brand and the anti-brand.
Since you hear a lot about well-known companies and their services. Additionally,
well-known bloggers frequently post assessments of well-known locations, drawing
visitors. Smaller companies must "sell" their services to consumers through the perks
and incentives they offer. Human psychology also favors "well-traveled" paths even
while other locations provide a larger selection of services. In other words, individuals
are reluctant to take chances, especially when it comes to the destination of their
vacation.
7) Quality is a result of recognition, which leads to many delighted consumers
[13].
To better understand what matters to service professionals and how people
interact with well-known hotel brands, we conducted an analysis.
Recommendations
This poll offers insightful data on the preferences of clients who have both worked
in the hospitality industry and clients who only use hotel services in face of clients. The
analysis findings can be applied to the development of marketing and financial plans.
Additionally, you can create a strong loyalty program based on the results. Hotels and

other hospitality organizations can learn what the customer is most interested in by
asking questions about brand popularity, in particular.
Conclusion
According to a quantitative study, it is crucial for everyone, including those who
have worked in hotels themselves, that the hospitality industry has a strong reputation in
the community. You don't have to be extremely well-liked, though, for people to trust
you. It's critical to have great reviews so that clients and experts can say wonderful
things about you. If your work has any flaws, you should be honest about them and
accept responsibility for your mistakes. Customers value honesty from businesses
greatly. This fosters loyalty by building a sort of bridge between clients and the
business. In general, it is true that brand awareness is crucial, but this idea is also
influenced by the characteristics of the company itself, not just by its name.
References
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Attachments

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