Hospitality Marketing Essentials

This report covers the current and future trends of marketing and also analyses the different marketing processes in the hospitality industry. It explains the key roles and responsibilities of the marketing department in a hospitality company and how they relate to the wider organizational context. It also compares various hospitality organizations and how they apply the marketing mix to achieve business objectives. Lastly, it produces a marketing plan for the hospitality organization to meet marketing objectives.

Unit 15: Hospitality
Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
Explain the key roles and responsibilities of marketing department in hospitality company.....3
Explain how roles and responsibilities of marketing is relate to the wider organisational
context.........................................................................................................................................5
TASK 2............................................................................................................................................6
Compare the various hospitality organisations apply the marketing mix to the planning to
achieve the business objectives...................................................................................................6
TASK 3............................................................................................................................................9
Produce the marketing plan for the hospitality organisation to meet thee marketing objectives.
.....................................................................................................................................................9
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is defined as the promotion and advertisement of goods and services with the
aim of selling them in the large market. It is the important department in the every organisation
as it act as the face of the company(Wickens and Avgeli, 2022). Hospitality marketing is concern
with the look out that how the different sector of this industry develop marketing strategies to
advertise their products and services. The Savoy Hotel is the chosen hospitality company for this
respective report, It is the luxury hotel which is located in the City of Westminster in Central
London. This is established in 1889 owned by Carte's family. This report will cover the current
and future trends of marketing and also analyse the different marketing processes. It also define
the roles and responsibilities of marketing functions in relation to organisation. Furthermore, It
will analyse the importance of marketing and different ways by which hotel can use the
marketing mix to achieve the objective of the company. Lastly, marketing plan is being made that
includes he measures for evaluation and monitoring in achieve marketing objectives.
TASK 1
Explain the key roles and responsibilities of marketing department in hospitality company.
According to Dr. Philip Kotler, Marketing is the science and the art of exploring, creating
and delivering value to satisfy the needs of the target market. In context to Savoy hotel, the
marketing department perform various roles and responsibilities to have business growth which
are given below:
Role of marketing
 Spread awareness: It is considered as the essential aspects of the hotel industry and the
Savoy hotel is spreading its brand awareness so that they can reach to their prospective
customers by which large group of potential can be aware about the serveries offered by
the Savoy hotel. They ensure that all the information related to the hotel is available on
the website and other channel of marketing in order to access their potential
customers(Loo, 2020).
 Building customer relationship: In order to have effectiveness in the business, customer
relationship is the key concept by which an organisation can retain their loyal customer
for longer period of time. The Savoy hotel ensures that, they are making some loyalty
programs which helps in building confidence and trust to the hotel. They can promote

their brand through social media or through website which ultimately contributing to
increase the overall profitability.
 Market research: the main consideration of marketing department is to identify and
understand customer trends so that they can meet the needs of them. In context to Savoy
hotel, they are considering all the factors which a customer undertakes while selecting the
hotel and they are conducting market research through database, monitoring the
customers review and also have the face-to-face feedbacks of them. This helps in the
betterment of the services which ensure better customer experience.
Responsibilities of marketing
There are various responsibilities of marketing department as they are giving business to
the hotel and the marketing manager of Savoy hotel having various responsibilities that are given
below:
 Managing budgets: The marketing department of Savoy hotel has the main
consideration for managing the overall budget for promotion so that this can be done in
predefined budget. The marketing manager makes sure that they do not exceed the budge
in order to advertise its services(Gross, 2022).
 Putting the facilities: Promotion is the essential task for every marketing department and
the marketing manager of Savoy hotel make sure that they organize certain promotion
task for the hotel in such way that the overall occupancy can be increased also in low
booking days. Another aspects is, marketing manager must make the full utilization of
conference hall by organising some events which leads to generate more profits and
revenue apart from the accommodating the guest in hotel rooms.
 Proper engagement with managers and staff: All the department is inter linked with
each other. Savoy hotel is having the responsibility of planing task in such a way that
they can coordinate with other teams for effective promotional activities and it has some
sort of work according to the event management teams which also helps in attracting the
guest in low booking days also. This also helps in the development of the business which
leads to have the better approach with the manager and the staff to achieve the business
goals. It also ensures the effectiveness of the business which leads to have more
profitability and growth.

Explain how roles and responsibilities of marketing is relate to the wider organisational context.
An organisation is operating their business with the help of various departments and these
units are also depended on each other in order to have work efficiency. When taking the
consideration of Savoy hotel, marketing department is interlinked to various units so that they
can promote their services and amenities of the hotel efficiently. Coordination among the various
business units helps in consistent work and setting standards for the services. There are various
departments which are inter link with the marketing department which are illustrate below:
 Marketing and Human resource: This unit is responsible for recruiting the fine
candidates so that they can perform their task by using their skills and abilities in the
given job role(Dupej, 2022). This also concern with the training and development,
compensation, leaves and welfare of the employees. The marketing department of Savoy
hotel work with the HR department and ensure that skilled and creative employees is
being hired which helps in promotion and advertising of hotel services. They make use of
proper planning and tactics in order to avail the services of the hotel by the guest which
contributing to the higher revenue and profitability.
 Marketing and Front desk: It is the unit which is the face of the hotel and responsible
for gust reservation, their pre-booking, welcoming and escorting of the guest to their
respective rooms and so on. Marketing department of Savoy hotel take the full
consideration to the front desk about the various accommodation packages which helps
them for promoting the services of the hotel.
 Marketing and Finance department: It is the unit which is engage in procuring and
allocating the funds to the various business operations. The finance department of Savoy
hotel ensures their all the promotional activities to be complete with in the allocated
funds by the finance department so that they can maintain the c ordination between them.
Marketing manager further ask for the more funds if needs and in such way these
departments coordinates themselves (Kwok and Koh, 2022).

Illustration 1: Interrelationship between different departments
TASK 2
Compare the various hospitality organisations apply the marketing mix to the planning to
achieve the business objectives.
Marketing mix is defined as the business tool which is being use by every hospitality
industry in order to promote their products and services. It also includes promotional tactics that
is being adopted by the hotel. It is encompasses with 7 Ps and that are explained below with the
comparison of Savoy hotel and Marriott hotel-
 Products: It refers to the item or the services which is being offered by the hotel to their
customers that includes accommodation, recreational activities, food and beverage.
 Price: It is the amount on which the product and services which is being offer to the
guest by the hospitality industry.
 Place: It refers to the geographical location where the hospitality sectors is serving its
services.

 Promotion: It refers to the promotional tactics which is used by the hospitality industry
to promote their services as it offers to generate higher profits. For example advertising,
word of mouth and digital marketing.
 Process:It includes the various process of offering the services to the hospitality industry
in order to provide best services to their customers.
 People: It refers to the individual who are performing the certain duties and provides best
services to their customers(Glebova, 2022).
 Physical evidence: It refers to the infrastructure of the hotels or the industry by which
they can attract the guest to avail the various amenities and services.
Marketing mix of Savoy hotel and Marriott hotel for better comparison is explained as follows:
Marketing Mix Savoy hotel Marriott hotel
Product The Savoy hotel is offering
main three services such as
accommodation, food and
beverage and certain
recreational activities.
The Marriott hotel is providing
their services in to three parts
which involves core, actual
and augmented. It has certain
services such as
accommodation, food and
lodging.
Price The Savoy hotel is using
hybrid pricing strategy as they
are serving to premium guests.
It is the luxury hotel that is
having elite and high clientele
so they uses premium pricing
for offering services to their
customers.
They are having their pricing
strategy according to the
different locations were the
hotel is situated. They are
using such strategy that
maintains the brand value.
They are using price skimming
for middle class guest and
premium pricing strategy or
high class business.
Place The Savoy hotel is situated in
the Strand in the City of
Marriott is expanded its
business in 120 countries like

Westminster in central
London, England. Now the
hotel is managed by Fairmont
hotel and resorts. this also
accepting booking from the
websites so that they can
attract the large group of
customers.
UK, India. They are having
global business and their
properties is located near
airports and the centre of the
city. This helps in serving the
large group customer and also
having the booking through
online portals that includes
websites, travel agents.
Promotion Savoy hotel is offering high
standards of services which
leads to have the better
services to their guest. They
are using word of mouth from
its customers to advertise their
services. It also uses emails,
regular messages to the guest
by which they can promote
their services.
The Marriott hotel is using the
digital marketing tool for their
promotion and focuses in
targeting their prospective
guest by using campaign,
videos and advertisement to
promote their brand and their
services.
Process Savoy hotel is using modern
technology which helps in
offering services that are
necessary for the growth of the
hotel and they are using
contactless key or electronic
key, self check-ins for
attracting the guest in the
market.
Marriott is working with full
transparency to give quality
customer services, comfortable
stays and pre-booking. It also
allow the customer to do
online booking by their own
wit the help of online portal.
People The savoy hotel is having the
skilled and creative employees
Marriott is focuses on training
of their employees in order to

who are helping to manage the
to build the strong relation
with the staff
members(Devendra, 2020).
This also helps in betterment
of the company by having
potential candidates.
serve the high quality services
to their guest. It is giving
training to workforce to
influence the employees to
offer the outstanding services
to the customers so tat staff
and customer feel satisfied
from the services of the hotel.
Physical evidence The hotel has an elite, high
class infrastructure that depict
its quality. It has vibrant
colours by which they can
attract the large group of
potential customers. They are
also using attractive logo to get
the attention of the potential
customers.
The Marriott is having the
lavish interior and the
ambiance by which they can
attract the customer. T focuses
on attaining the customer
attraction by which they can
retain them which contribute
to the higher profitability of
the business.
TASK 3
Produce the marketing plan for the hospitality organisation to meet thee marketing objectives.
Executive Summary
The Savoy hotel is a global hospitality industry which is designed to offer the quality
services and amenities to their customers. Now the hotel is managed by Fairmont hotel. The
marketing plan is designed for the Savoy hotel is to expand their business in London. The hotel
is planning to open the new branch in London so that they can provide its services to their
existing loyal customers and the potential customers which ensures the higher profitability.
Situation
SWOT analysis
Strengths Weakness

 Savoy is having god brand value
which is the biggest strength which
attracts the customers only by their
brand name.
 They are also having geographical
presence which has made the
specifically by emphasising on
markets.
 The company is also using the digital
marketing tool which also gives the
 The Savoy hotel is not economic hotel
that unable to attract the middle class
customer. As it target the elite and
high class customers.
 The hotel is having poor information
system which also lacks in security.
 The hotel is also focuses on problem in
operating large number of hotel and
they are also concern to the hotel
which are coordinating with the hotel
at single time.
Threats
 The main treat to the hotel are their
competitors as there are many luxury
hotel which are suitable across the
globe and also giving tough
competition to the hotels in different
locations.
 The Savoy hotel is dependent on their
intermediaries to offer their services.
Opportunities
 The Savoy hotel is having
opportunities is to increase its
international clients. It has their
business opportunities which makes
increase in their market share.
 The hotel can innovate their
technology for pre booking for making
its customers easy to book.
Objectives
The main objective of the Savoy hotel is to expand its branches in the London are:
 To generate the profits of 40% in next 6 months.
 To get the market share with 30% in nest 12 months.
 To have the higher sales in 30% in next 12 months.
STP Analysis
Segmentation
The Savoy hotel has segmented its market as per their customers according to the
services which are grouped as the middle class and upper class people so that they can have the
better experience to the customers.

Targeting
The target customer for Savoy hotel are the elite high class guest who are willing to pay
for luxury services. The hotel is aiming to have their upper class people and also having the
consideration to generate higher profits.
Positioning
The intercontinental hotel has the positioned itself with the luxury services and amenities
and the main aim is to provide the best services experience to their guest. It does not have the
any compromises with the quality in their services and make their brand different from others.
Tactics
Marketing Mix
The 7Ps of marketing mix of Savoy hotel is given below:
 Product: The Savoy hotel offering the services in three areas which includes
accommodation, food and beverage, certain recreational activities such as gym,
swimming pool that is also offering outdoor sports to facilitate the guest.
 Price: The Savoy hotel is sing the premium pricing strategy y which they can attract the
large group of customers that are elite high class individual willing to pay for the services
and amenities.
 Place: The hotel is operating in London but now managed by Fairmont which also allows
its customers to book the certain services by using online booking and website. Thy can
book their room which is subjected to availability.
 Promotion: The hotel must promote their services with the use of traditional method of
marketing and also using the strategies such as advertisement in television, radio and
newspaper. It also use the digital tool such as social media, email and internet to increase
the awareness.
 Process: Savoy hotel is using the advance technology so that they can offer comfortable
stay by giving self-checks and checkout to their guest. They are also encouraging digital
payments of marketing.
 People: The Savoy hotel is having talented and skilled staff which are providing better
services to its customers. This also focuses on having the customer relations.

 Physical evidence: The Savoy hotel is having luxury ambiance with premium quality
furniture and infrastructure in order to attract the potential customers.
Budget Allocation
Particulars Amount (£)
Marketing 10000
Promotional activity 20000
Plant and machinery 120000
Print media 7000
Total 148000
Controlling and Monitoring
It refers to the process which manage the various task to ensure whether the things are
completing within the time, scope and the allotted budget. Monitoring refers to the process of
compare the actual performance with the desired one so that final results can be gained in order
to minimise the risk from the project. The Savoy hotel is using benchmarking tool which helps in
motoring the performance. It refers to the practice which is adopted by the company to measure
the overall performance with their actual and desired outcome. This also helps in identifying the
opportunities for the company to widening the scope of growth.
CONCLUSION
From the above discussion, It is concluded that marketing essential is the important part
of the organisation. When taking the consideration of hospitality industry, marketing unit have
their roles and responsibilities for promoting its services in the large market. In order to offer the
better customer experience to the guest, there must be the strong interrelationship between in
various department. Moreover, marketing mix of two luxury hotel with their comparison. This
also helps in knowing the product, price and promotion strategy of them. Lastly, effective
marketing plan for the hotel that helps them to hae the successful opening of their new branch.

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