Roles and Responsibilities of Marketing in Hospitality Industry

Hospitality Marketing
Essential

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Key roles and responsibilities of marketing function of Hospitality Industry.......................3
P2 Roles and responsibilities of marketing relating to wider organisational context.................5
M1 Roles and responsibilities of marketing in context of marketing environment....................6
M2 Significance of interrelationships between marketing and other functional........................7
D1 Key elements of marketing function and interrelate with other functional units..................7
TASK 2............................................................................................................................................8
P3 Comparison of marketing mix to marketing planning process to achieve objective.............8
M3 Different tactics applied by hospitality organisation.........................................................10
TASK 3..........................................................................................................................................10
P4 & M4 Covered in Poster......................................................................................................10
D2 7Ps for monitoring and evaluating tactics plan...................................................................10
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
In any type of business, marketing plays an important role in maintaining loyalty,
building brand and attracting new customers. Hospitality marketing essentials is composed of
tourism and travel for building brand identity. It segments hospitality industry based on hotels,
resorts, restaurants, amusement parks, and use techniques to promote goods and services (Baker
and Magnini, 2016). Given assignment is based on Travelodge Hotels Limited which is private
company founded in 1985 at United Kingdom and operates in hospitality and hotels industry.
Here will be discussing about roles and responsibilities of marketing function at hospitality
industry, organisational context and marketing environment. Different way to apply marketing
mix to marketing planning process for achieving objectives and marketing plan of hospitality
industry. Also discussion about tactics used in firm along with 7Ps for monitoring and evaluating
plan.
TASK 1
P1 Key roles and responsibilities of marketing function of Hospitality Industry
Marketing functions are handled by marketing manager of firm who is responsible for
maximizing revenue of hotel by introducing various programmes to increase occupancy and
using profits for accommodations, facilities and meeting. Manager must be aware of factors
which influence industry and understand attitude need of customer. There are various roles and
responsibilities which are played by marketing manager such as coordinating with marketers,
promotional activities to meet use needs and working with staff for ensuring that customers are
satisfied with given facilities (Bowie and Buttle, 2013). Understanding importance of marketing
at hospitality industry lead to go ahead and stand unique in competitive market. Different key
roles and responsibilities of marketing function within Travelodge are as follows:
Roles and
Responsibilities
How is it executed in Travelodge Organisation
Research Travelodge marketing manager should do proper research for
survival and growth. They should understand customer need and
want first and accordingly choose location. Consumer prefer good
location, ambience and reasonable price which should be provided

by manager to meet their need. Factors should be identified which
give shape to hotel appeal by visitors. Customer review of hotel at
website influence strength and weakness of hotel. Current trends
should be reviewed and research to meet need, prices, affordability
required by guest. Thus, it is important role played by marketing
manager for fulfilling their visitor needs.
Awareness Travelodge marketing manager should create proper awareness
about hotel and should make easy for customer to find about hotel
in website, application. Website should include all updated
information about hotel, prices, travel, location and detailed of
meeting facilities for event organiser. Awareness plays an
important in knowing about hotel and provided facilities. Also it
helps in increasing profits, sustainability and growth of industry.
Awareness can be created with help of social media, newspaper,
magazine for customers (Bowie and et. al., 2016).
Promotion It is also an essential part of hotel marketing. Travelodge manager
have to create promotion for their firm in order to grow and
survive. It can de done through running special events such as
gourmet weekends, offering incentives, which attract large number
of guests. It can also provide meeting room for local business and
using conference room in case of emergency for party. Different
discounts, coupons should be given to royal and regular customers
in order to attract them. In this way firm can do promotion for their
business and consumer to attract them and providing all facilities
required to them (Chen, Liu and Chang, 2013).
Customer Relationships It is the most important role and responsibilities of marketing
manager of Travelodge to create relationships with their customers,
guests and visitors. By building strong relationship revenue and
repetition of business from them can be created. Also company can
conduct customer loyalty program for their royal and regular guest