ESSENTIALS OF HOSPITALITY MARKETING ESSENTIALS
Added on 2020-12-09
13 Pages4456 Words332 Views
HOSPITALITYMARKETINGESSENTIALS
Table of ContentsINTRODUCTION-..........................................................................................................................1P1 explain role and responsibilities of marketing in travel lodge....................................................1P3 compare the different hospitality organization how they are using marketing mix in their businesses.........................................................................................................................................8P4 Create a marketing plan which meet with the objectives of the hospitality organizations.......10CONCLUSION..............................................................................................................................13REFERENCES..............................................................................................................................14
INTRODUCTION-Marketing is important activity which is performed with motive of increasing sales and profitability. Marketing is the process which includes developing, promoting and delivering of products and services. Present study is based on Travelodge hotel which is a hotel chain located in UK. Known for its super deluxe, luxury rooms and restaurant. Staff of 10000 people try it gives the best service to Travelodge customers. This study is relation to know the role and responsibility of marketing function in Travelodge and external and internal factor affect a hospitality organisation. Report summarise relation and interchange a department have with another to run whole organisation smoothly. Report provide information about Marketing mix policy of Travelodge with its evaluation and tactics and practises perform by Travelodge to take competitor advantage .P1. explain role and responsibilities of marketing in TravelodgeHospitality Organisation: hospitality organisation offer services to their customer. They do business of services rather than product for example hotel industry, tour and travel service, airline and cruise. Any economic change in economy or environment hit this kind of organisationbecause they deal in luxury service not in essential services. Lack of disposal income can make aperson withdrawal from these services, if there is any major environmental change occur at any place also decreases sale. Hospitality organisation put more emphasis on customer satisfaction. Brand loyalty, brand positing and public image play a very important role for this organisation. Another unique feature of hospitality organisation is they can follow special theme like a hotel can follow only wooden decoration theme(Awan And et.al., 2015).Travelodge is a hotel chain offer variety of service in the hotel like super room, luxury rooms, group booking, free meal to children, free wi-fi access, spa, food restaurant, bar facility. It also has unique feature room like room changes its colour according to body clock.Role and responsibility of marketingRoles and responsibilitiesHow is it executed in the selected OrganisationOpportunity investigator-marketing seek opportunity for growth, expansion and improvement. This is done by doing research regarding customer behaviour, product innovation and competitiveness, research for advertisement tool, location cost effectiveness, look for suitable distribution channel align with cost, know prediction of changes in external and internal business environment, customer satisfaction analysis Travelodge use marketing research in knowing demographic factors affecting like income levelof people, age, culture, customer want and need. Factor affecting choosing location like easy accessibility, near to market, railway or airport, weather condition, no social elements etc. travel lodge use advertising on social media, mail marketing, promotion on travel agency site, referral, collaboration with local business. Customer satisfaction is prime concern check by feedbacks, CRM, and two way communication.1
Build Public image - marketing help in build public image through company social responsibly programme, charity, host event, sponsor education and health program, environment friendly activities etc. Travelodge organise free health check-up programme, Christmas events, sports event, new year eve, contribute on environment day, mother day greetings, use co-operate social responsibilities, help government in disaster management, Brand positioning– brand positioning is efforts try to occupy image and impression incustomers brain. Brand positioning strategy include clear massage of statement conveyingwhy your product is different from and what benefit it will give to the customers. But before defining positioning statement organisation must clearing recognise their target audiences and customer behaviour.Travelodge use its website and advertisement tool to make impression on customer by show them what they have as their service as environmental friendly atmosphere, free complementary food for child, discounts,Categories of rooms according to income and requirement of people, luxury experience, give value to each customers, spa treatment and transformational experience.Make coordination – Marketing create action plan to meet business objective, give instruction to team, give information to higher authority regarding plan, issues and strategy and co-ordinate with other functionalunits of organisation.(Baker, 2016.)Marketing team of Travelodge plan for room booking, advertisement and customer satisfaction. Also, coordinate with room division, food department and finance and HR department for smooth working.P.2 Roles and responsibilities of marketing in the context of the marketing2
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