Hospitality Marketing Essentials

This presentation discusses the essentials of hospitality marketing and focuses on the marketing plan for Hotel Hilton in Stratford, London. It explores the impact of marketing on hotel revenue and bookings, and provides strategies for improving customer experience and ratings. The presentation also covers PESTEL analysis, marketing mix, segmentation, targeting, and positioning, budgeting, and control and evaluation.

HOSPITALITY MARKETING
ESSENTIALS.

Marketing plan for Hotel Hilton, Nandos in stratford
London
 Executive summary :- Hotel Hilton, Nandos in Stratford London is a one of the best
hotel among the hospitality industry. The marketing plays a very crucial and important
part in the increment of hotels revenue and bookings. Below we are going to discuss
the marketing plan for the hotel Hilton by increasing the afternoon tea menu within
food and beverage department. To improve the customer experience and ratings.
 Company vision :- To fill the earth with the light and warmth of hospitality.
 Company mission :- To be the most hospitable company in the world.
 Marketing objectives :-
 To increase the sales by 20% in Stratford, London.
 To generate consumer awareness within chosen area.

Cont..
PESTEL Analysis
PESTEL or macro economic factors are those which are present outside the
business and have a relevant impact on the working of the company. These are present
outside the company and it has not direct control over these factors. PESTEL includes
factors such as political, economical, social, technological and legal. The detailed
discussion of PESTLE factors is as :-
 Political factors :- The political factors include Tourism taxation and increased number
of tourism in change in country's tourism policies.
 Economic factors :- This includes Inflation rates, economic growth, inflation rates,
Foreign exchange rates.
 Social factors :- It includes change in social needs and preferences of customers which
can have a strong impact on the performance of the orgaisation.

Cont..
Marketing mix for hotel Hilton, Nandos in Straford London.
Marketing mix of hotel includes the various marketing strategies including 7 P's for efficient
marketing of hotel Hilton. Product, promotion, pricing, place, process and physical evidence are the P's
of marketing mix. Below we are going to discuss the marketing strategies for hotel Hilton. The basic
aim of discussion would be to analyze the effectiveness of various strategies on marketing of Hilton
hotel.
 Product :- It is a full service hotel. Its service may additionally include conducting international
corporate events, conferences, tie ups with the multinational companies will be helpful for its
service development.
 Price :- As pricing strategy of hotel Hilton is already strong as a premium hotel but hotel have to
add more facilities in the same pricing to attract more potential and increase the customer
experience.
 Promotion :- Hotel Hilton can increase its potential by adding more promotional tactics to it. It can
use advertisements to attract more specific target customers.
 Place :- The location strategy adopted by the hotel Hilton can be unique and being distinguished
from others.

Cont..
Segmentation, Targeting, and positioning of the Hotel Hilton,Nandos in Straford
London
Segmentation, targeting, positioning is the way in which hotel Hilton positions
itself in the market and how effective the positioning is. It targets onto how to fulfill the
aspirations of the potential customers. Firstly in this process the potential group of
customers would be divided based on their characteristics and needs and desires. After that
the right segment is targeted for marketing purpose and them company tries to place itself in
the perception of its customers.
 Segmentation Segmentation is identification of the potential customers on the basis
of its characteristics, nature and various factors. The hotel can follow demographic
segmentation for its effective marketing. It also includes segmentation based on
Phychographic factors of the person. These psycho graphic factors includes thinking,
nature, preference, perception of the audience.

Cont..
 Targeting Target is process of finding the best out of total segmented sections.
Keeping in consideration the overall strength and weaknesses of targeting a particular
segment. A proper analysis of segment is compulsory before targeting is done.
 Positioning Positioning is process of making the position in the customers'
perception. Hilton can position itself on the unique selling prepositions.

Cont..
 Budgeting :- The hotel Hilton can set up its budget up to 6000 pounds, to achieve
marketing objectives.
 Control and Evaluation :- The company would regularly evaluate the activities and
compares it with the actual strategies and do the deviations as needed on regular basis.

REFERENCES
 Ben Aissa, S. and Goaied, M., 2016. Determinants of tourism hotel market
efficiency.International Journal of Culture, Tourism and Hospitality Research.10(2).
pp.173-190.
 Buhalis, D. and Leung, R., 2018. Smart hospitality—Interconnectivity and
interoperability towards an ecosystem.International Journal of Hospitality
Management.71. pp.41-50.
 Chan, E.S. and Hsu, C. H., 2016. Environmental management research in hospitality.
International Journal of Contemporary Hospitality Management. 28(5). pp.886-923.
 Chandiok, S. and Sharma, P., 2017. Hospitality Marketing: Strategic Issues. InStrategic
Marketing Management and Tactics in the Service Industry(pp. 213-242). IGI Global.
 Fyall, A., and et.al, 2019.Marketing for Tourism and Hospitality: Collaboration,
Technology and Experiences. Routledge.

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