Hospitality Marketing Essentials

This article discusses the key roles and responsibilities of the marketing function in the hospitality industry, including conducting marketing research, maximizing consumer awareness, building consumer relationships, and promoting facilities. It also explores the relationship between marketing and other departments in the organization. The article concludes with a comparison of the marketing mix strategies of Hilton and Marriott and a marketing plan for Hotel Hilton in Stratford London.

HOSPITALITY
MARKETING
ESSENTIALS.

Table of Contents
HOSPITALITY MARKETING ESSENTIALS..............................................................................1
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1. Key roles and responsibility of marketing function.............................................................3
P2. Roles and responsibility of marketing relate to wider organization.....................................5
LO2..................................................................................................................................................6
P3. Comparison of marketing mix if Hilton and Marriott.........................................................6
LO3..................................................................................................................................................9
P4. Marketing plan for Hotel Hilton, Nandos in stratford London ...........................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is an activity or set of activities that an organization creates, communicates
and exchanges to their client and people at large. It is a process of creating relationships with the
potential customers. Satisfaction of the needs and wants of the customers by exchange is also
called marketing.
The concept of marketing says that every organization must recognize the needs and wants of
their potential customers and must fulfill them more effectively then their customers. The main
elements of marketing concept are needs, wants and demand of customers.
Currently the marketing trend uses use of digital marketing, social media marketing, voice
recognition, etc and future trends in the field of marketing may include use of more hi-tech
technology but along with it there will be challenges too in future marketing field.
The marketing process of any organization includes the following steps situational analysis, then
marketing analysis, marketing mix and control and last is implementation and control of the
actions. Thus, an organization should have to be very keen in selecting the marketing strategy.
LO1
P1. Key roles and responsibility of marketing function
Marketing manager in the Hilton industry are highly responsible for to maximize the
revenue of the hotel. Marketing manager can accomplish by developing the program to raise
occupancy & profitable which can use of accommodation, leisure facilities and meeting. Hilton
hotel marketing manager that must maintain the awareness of factors which influence the Hilton
and gain depth understanding of requirement and attitude of the hotel consumer (Litvin,
Goldsmith and Pan, 2018). Also, it is responsible for the coordinating marketing & promotional
activities which meet requirement of the guest, working closely to the other hotel staff, so to
ensure customer are to be satisfied by providing the well facility with time. It also has various
functions that are.
Conduct marketing research
As consumer select the hotel on the basis of many various in factors, such as hotel
location, where the hotel is located, access to rail, road or air travel, its meeting the facilities, and
also the reputation of the hospitality and its price. Where the function of the manager is ti

identify the strength and weakness of the hotel. Speak to the customer or followup the calls.
Also, try to identify the trends that can affect the hotel industry, that is by raising the demand of
low-cost of family accommodation, price of fuel, good facilities of travel businesses.
Maximize consumer awareness
As role of marketing manager it responsibility to make easy for the customer to easily
find out the Hilton hotel. It is not a small task when considered all options as travelers has such
as hotels, inns, motels, peer to peer house shares (Chan and Hsu, 2016). For the website should
appeal & include all up-to-date the information of the guest on rates and hotel facilities, location
and travel with the detailed information regarding the meeting facilities for the event organizers.
Also post Hilton hotel details on the destination website & online booking sites, so to increase
and reach to the target audience and collaborating with another meeting places to offer delegates
accommodation that can give access to potential consumers.
Build Consumer relationships
To became high level of repeat business and to build stable revenue, manager need to
establish strong relation to the customer. Consumer loyalty program which rewards the
consumer, who are continuous lt book can benefit the hotel & the customers. Keep the process
simple so that buyer can know how to make points and used to make rewards (Xu and Gursoy,
2015). Target the program to the particular guests or corporate consumer that needs continuous
meeting accommodation or facilities for huge number of the traveling visiting consumer or staff.
Promoting facilities
Developing promotion also an important part of the Hilton hotel marketing. Where the
manager has to raise the occupancy during the time of year whenever booking rates are low. By
running an special events that are gourmet weekends, or by offering an incentives like one night
more accommodation, when booking certain period, can support to attract the guest. Also, by
offering the meeting rooms to some local businesses for short period. Likewise, the promotion
are to be made in the facilities to generate more revenue.

P2. Roles and responsibility of marketing relate to wider organization
There are various roles and responsibility of the marketing which help the organisatin to increase
the revenue and to achieve success.
Marketing and HR department
Due the marketing department of the Hilton hotel, marketing help to promote the mission
and value of the company, because of the promotion, it can help to attract the potential workforce
of the hotel (Ryan, 2015). Also, it helps the HR department & other workforce of the company to
adapt the communication style and method, as the marketing employees have good
communication and experience as they deal with the customer.
Hr department also help the marketing by sharing the brand messaging that created in the
marketing with the workforce through evaluations, training sessions and the employee
orientations. Through the brand messaging that spread throughout the organization with an
internal communication. Workforce of the Hilton become a brand ambassadors which can
strengthen the mission of marketing department by spreading brand message to the customer.
Marketing and Accounting department
Marketing helps the Hilton by set programs to raise the sales through sales promotion and
advertising (Chan and Hsu, 2016). Through various advertising program it prepares the various
report that assist management which in process of analyzing the sales strategies of the work.
Report also include the gross sales of per campaign or the buyer which hits on the website
advertisement. Where marketing always try to look for the best options to promote business
within confines of organization budget.
Accounting department of the company always work closely to the marketing to know
the current trends in the business market and manage the efficiency of the sales promotions that
initiated through the marketing. Also, make expenditure on the area of the marketing &
advertising and manage the cost of advertising efforts and marketing.
Marketing and F&B Department
Marketing helps the F&B service department of the Hilton hotel which increase the
services of the company through various such as marketing do identify the current tends such as

consumer test and preference of the consumer in the market (Litvin, Goldsmith and Pan, 2018).
Also, which kinds quality food they require and the current position of the other hotel and
making the awareness about the products in the market. Marketing prepares a report and provide
this report to the F&B service department of the hotel, with the help of this report, it make
changes in the food and services of the hotel, which meet the customer satisfaction and needs.
Hence, marketing helps the F&B industry to increase in sales rates.
Marketing and production Department
Marketing has vital role in raise in the production department of the Hilton hotel. Due to
marketing the product in the business market it increases the awareness of the quality food and
services of the Hilton hotel because of which it attracts the customer towards the hotel as
compare to the other hotel because of the best quality food of the hotel (Xu and Gursoy, 2015). It
helps in increase the sales of the hotel, which results raise the productivity in the production
department.
LO2.
P3. Comparison of marketing mix if Hilton and Marriott.
The marketing plays a major role in increasing revenue and booking of the hotel owners.
Likewise, in case of Hotel Hilton Nandos in Stratford London it is necessary to analyze some
important marketing mix strategies with the view to increase its revenue (Chandiok and Sharma,
2017). Hotel Hilton has to consider various marketing plans to increase its overall profitability.
The importance of marketing for hotel Hilton, are promotion, awareness, relationships.
Base Hilton Marriott
Product It is a full service hotel. Its
services include weeding,
meeting, banquets, restaurants,
special events and swimming
pool facilities. Products of
Marriott hotel believed in
continuous updation of its
services over the time with the
aim of improving its service
quality and customer

Hilton hotel can be classified
as core, facilitating and
supporting services.
experience too.
Price The pricing strategies of
Hilton hotel can be categorized
as premium, skimming,
penetration and economy
pricing strategies (Buhalis, and
Leung, 2018). In economy the
service is offered of basic
characteristics at low budget.
Penetration is offering high
quality product at
comparatively lower price than
competitor, skimming is just
opposite to penetration and
premium pricing includes
offering high quality with the
high prices. Thus, Hilton hotel
offers overall options for the
customers to avail its services.
Marriott has adopted the
premium pricing strategies as
it targets the premium
customers only. It believes in
providing the best food quality
and services to its customer
experience and hence they are
premium housing price takers
in the hospitality industry.
Place Place strategy for Hilton hotel
refers to availability of
services at the place they
prefer to.
The network chain is spread
over the large. Its hotels are
located at prime locations like
at highways, near airport to
make it distinctive image in
the market.
Promotion The Hotel has focused on to
the exclusive services and
customer satisfaction. The
Marriott has innovative
incentive structure to make its
customer loyal. It offers

target customers of hotel
Hilton are business customers,
multinational companies and
have tie ups with the various
restaurants and payment
banks.
vacation gifts, bonus,
discounts to improve its
customer experience. It has
launched high impact
advertisement targeting to the
specific customers.
Process Distribution services, and
other services of Hilton hotel
goes through various web
portals and websites (Fyall and
et.al, 2019). The hotel has
reliable supply chain
management and thus helpful
in decreasing its operating
costs.
The process of Marriott hotel
is complex as compared to
process of hotel Hilton. The
process of Marriott includes
high operational cost.
People Target market of Hilton hotel
are business customers, so they
have to provide them with the
best hospitality services to
them and make them loyal
customers.
The target market of Marriott
is all premium class customers
which include business groups
and multinational companies
and honeymooners.
Physical evidence Hilton hotel has its large
presence and has tie ups with
the various hotel booking
websites. Besides a big
competition in the hospitality
sector hotel is among the best
in providing infrastructure and
other services.
The Marriott is considered best
in providing luxurious
experience to its customers
through its infrastructure.

Thus , the above comparison analyzes the following points The hotel Hilton, Nandos in
stratford London has the best pricing strategy as compared to Marriott because Hilton has
different pricing policies from economy to premium ranges which is suitable for each class of
customers and satisfactorily to them while Marriott only provides premium pricing strategy for
high class customers only. The target audience for Hilton are all business class while for Hilton it
includes casual holidays and honeymooners as well.
Promotional strategies by hotel Hilton are tie ups with payement banks and restaurants while
Marriott uses high impact advertisements targeting specific customers.
Hilton provides overall service structure to its clients while Marriott focuses on updating its
services from time to time.
Hence, it can be concluded from the above study that Hilton can use more effective tools of
promotion to increase its potential in the market and increasing the profitability in terms of
revenue and bookings.
The effective interrelationship between the functional departments of hotel Hilton,
stratford, London would be helpful in gaining organizational objectives. There are various
departments that functions accordingly. The respective functions play a very crucial role in
overall organizational success (Qi, 2015). But the proper inter relationship of these departments
will be helpful in attaining efficiency in the following ways proper communication, best guest
service, on time delivery of services,
LO3.
P4. Marketing plan for Hotel Hilton, Nandos in stratford London
Covered in PPT
CONCLUSION
The overall report concludes that hotel Hilton, Nandos in stratford London must adopt
some effective marketing promotional activities which must include advertisements to target
some specific customers. The marketing planning is to target the specific customer segment to
achieve maximum profitability. The target customers are big business persons and large
corporate houses. It can focus on increasing its sales by the way of corporate events and
conferences and other big events. This will be helpful in positioning of hotel as well. The hotel
Hilton, Nandos in stratford London can use different marketing mix tactics i.e., place, process,

etc. Thus, hotel has to do overall market research before initiating or implementing any change
in the process and other activities.
REFERENCES
Books and journals
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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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growth in the Turkish hotel industry.Journal of Travel & Tourism Marketing.32(8).
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Examining relevance and recall.Journal of travel research.55(4). pp.523-536.
Qi, R., 2015.Development a marketing plan for MSHM Program at Collins College of
Hospitality Management(Doctoral dissertation, California State Polytechnic University,
Pomona).
Ryan, C., 2015. Trends in hospitality management research: a personal reflection. International
Journal of Contemporary Hospitality Management. 27(3). pp.340-361.
Xu, X. and Gursoy, D., 2015. A conceptual framework of sustainable hospitality supply chain
management. Journal of Hospitality Marketing & Management. 24(3). pp.229-259.