Marketing in the Hospitality Industry

This assignment delves into the crucial role of marketing within the hospitality industry. It examines various marketing methods used to promote goods and services, such as slogans, packaging design, and media campaigns. The report highlights the importance of a well-structured marketing plan and discusses how marketing interrelates with other functional units within a hospitality organization.

Hospitality
Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK1.............................................................................................................................................1
P1 key roles and responsibilities of the marketing function.......................................................1
P2 Roles and responsibility of marketing relate to the wider organisational context ................4
P3 Elements of Marketing Mix to achieve business objective...................................................9
P4 Marketing plan to meet marketing objective.......................................................................11
CONCUSION................................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is an activity of a business firm that is related with buying and selling of
product and services in order to make profit and generate demand (what is marketing, 2017). In
order to understand the essentials of marketing to the hospitality industry Park Grand London
Kensington hotel has been taken into the context. This is one of the famous hotel in London that
is located in Kensington on of the porsche area near to Natural Museum.
In this project report, different role and responsibilities of marketing function is discussed
and these duties are related to the other organisational department are shown as well. Ways of
marketing mix to the essential planning with the help of 7Ps to achieve business objective are
shown in this report. This project also described the importance of marketing plan for Park
Grand London Kensington so that financial and annul goal can be attain.
TASK 1
P1 key roles and responsibilities of the marketing function.
Park Grand London Kensington is a leading hotel industry in London. It is located in
Kensington exclusive area of Country. Basically is at a walking distance to the Earls Court
underground station and is nearest to the famous Natural History Museum and Hyde park. There
are different special services that are being provide to their customer so that more person visit to
hotel. They provide to their customer with stylish rooms that are designed by embellished
amenities, hi-speed complimentary Wi-Fi internet, plasma TV, complimentary smartphone with
4G data and unlimited, club lounge and modern restaurant and bar that are perfect for guests.
The hotel also has a modern and well equipped fitness centre with health regime etc.
It is observed that marketing function start with identification of consumer demands and
end with the satisfaction of there needs. The primary function involves buying, selling,
transporting, storing, standardising, financing, risk taking and securing useful information.
Proper market planning and strategy formation help in product designing and development.
TheGym, swimming pool, free breakfast, free Wi-Fi, it is a business centre and the main
attracting part of t marketing department has to perform various responsibilities that is related to
growing revenue, increasing market share and developing those strategy that help in contributing
to company growth and increase profitability (Chhabra, 2012). They includes a team of
marketing directors/managers and marketing executive those are responsible to check the
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different function of marketing such as advertising, publication or events. There are different
role and responsibilities of marketing department of Park Grand London Kensington being
described in the tables.
Roles & Responsibilities Execution in the company.
Defining and managing Brand This is one of the main role of marketing that is
maintaining the name of company, customer
satisfaction act and policies for partner when they
interact with company. In hotel, marketing team also
tries to find out different ways to sustain their brand
name in the market. They provide their customer with
valuable services so that they might get satisfied and
hotel brand name be managed. Marketing department
also established new strategy to tell their investor
about the new investing policies. In the marketing
team a senior member takes the responsibilities for
making effective strategy in line with overall
company strategy and objective
Producing marketing and
promotional material.
This role of marketing department is related to the
creating of material that describe and promote their
core product and services. They always update
customer about its different new and old goods and
services. In Park Grand London Kensington team
always innovate new ideas and techniques to
introduce their new services in market and upgrade its
old services to new customer (Denizci Guillet and
Kucukusta, 2016). They form different promotion
activity such as sales coupon, discount and reduces
rate of rooms that all help them to make familiar with
the services provided within hotel. Sometime
manager also evaluate and analyse market so that
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easy promotion of their product is made to the
customer.
Monitoring and managing social
media.
This role of manager is related to the managing and
maintaining its social media account of company.
They also manage online accounts and carefully
check what is being posted on company pages. This
department also act as a spokesperson for company
and sometimes guide to execute about to respond to
media queries. There is a marketing team in Park
Grand London Kensington that always keep update
web pages and regularly check these account for
better promotion of goods and services offered within
hotel. Manager always make sure that web pages ever
show the different scheme and promotion offer on the
hotel website so more customer are attracted toward
Park Grand London Kensington (Guilding, 2014). In
some cases they also create various strategy for hotel
to solve media related issue in effective manner and
react to unusual cited in the media. Sometime they
also acts as a spokesperson in various situation on the
behave of hotel to the customer so that their policies
can easy flow.
Overseeing outside vendors and
agencies.
Marketing is responsible for choosing and managing
the agencies and vendors those producing market
material for company so that promotion of goods and
services can be done easily. They agencies are
advertisement company, print vendors, PR agencies
and specialists, web page developer etc. They also
helps to identify target markets and opportunities that
helps to evaluate about product and services are
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perceived in the market. As it is clear that hotel
industry is growing fast in UK and on of the leading
industry in London. More than 3.5 million people are
employed in Hotel line and related agencies in UK.
So In Park Grand London Kensington, marketing
team must communicate so well with these agencies
so that proper ad can be made for promotion of its
services. They try to talk with the print vendors and
PR specialists in a manner, as special features about
their services can be transformed to the customer and
company profit can be maximised. They try to
convince With the help of these different agencies
marketing team of hotel can easily identify the
various groups and customer those are more likely to
visit and utilise services of company (Kastenholz,
Carneiro and Marques, 2012).
P2 Roles and responsibility of marketing relate to the wider organisational context .
Marketing is a crucial process to be successful for of small and large business. Every
company wants its product to be perform good in market and attract more customer so that
company profit and productivity can be improved. In general good marketing campaigns helps
companies to drive sales and better inform their customer about the current goods and services
offered by the company. There are different role and responsibility of marketing manger that
help companies to cop up with changing environment factor. The marketing manager has to
understand both micro and macro environment surrounding the company. In Park Grand London
Kensington marketing department have different roles and responsibilities to the external and
internal environment that are descried in the table.
Roles Responsibilities Relate to each and marketing environment.
Advisor Strategy formulation
and market research
Manager of marketing are the owner and driver of the
content strategy. They are the one who are
responsible to evaluate and vision the whole market
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before making any strategy. In general they act as to
be the driver of the strategy using internal and
external resources to implements it. Manager analyse
the market trends and culture of different customer so
that strategy can be formulated to increase sales and
produce goods and services accordingly. These
strategy help them to research pricing strategy market
so that opportunities can be identify and develop
understanding of customer needs. They also
determine the strength and weakness of the
competitor so that action are taken to protect business
(Pike, 2015). In Park Grand London Kensington
senior member of team makes strategy while keeping
micro and macro environmental factor such as skills,
resources, changing marketing opportunities. For
example: they offer extra drink to their customer
those take the membership of exercise room during
visit in the hotel.
Monitoring
and
managing.
Goods and services
development.
The role of marketing manage is to focus on
marketing section of company and to determine the
responsibility for the other workforces that are
needed to be produce a particular good or provide a
services. The main responsibilities of marketing
department is to work with internal and external
product development team so that faithful and
convenient goods and services are developed or
existing services can be improved. They evaluate
sales of the existing product and determine gaps in
the product range so that these gaps can be improved
(Rahimi and Akgunduz, 2017).
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They also keeps n mind about the various factor of
environment that have an diverse effect on the
company performance. Manager of Hotel ascertain
trends and convert them into opportunities with the
global changes scenario and monitor major
environment forces that are demographic, economic,
socio-cultural etc.
Imaginative Communication and
events.
The creative role of manager of marketing
departments related to formation of new ideas of
marketing for new product and sometime for existing
product. Marketing manager is responsible to
formulate creative plan campaigns and
communication material that help to promote product
and services for customer and prospector. These
communication material are advertising movement,
develop mail marketing programs, create promotional
content for company. In Park Grand London
Kensington manager create such unique creative
plans for services provided to customers. They offer
their customer with different communication material
that displays about the uniqueness of their goods and
services such as T.V adds, special offer related email,
cultural and specific events that help to attract more
number of visitors. By creating these creative plans
for communication material for hotel marketing
manager also follows various environmental factor
so that performance can be improved and there is no
effect to the external environment (Smolčić Jurdana
and Soldić Frleta, 2017).
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Interrelation of marketing manager with other functional units.
Marketing department is consider to be one of the main part of any company as unless
and until customer are not aware about goods and services they are not going to visit and utilize
these services. But not only this department is responsible for growth and development of
company, there are some other departments that help in increasing productivity and improving
performance during an year. Similarly, in Park Grand London Kensington marketing manager
help to introduce new product and services to the customer by different promotional and
marketing activity that help hotel to become popular in country by giving extra ordinary services
like, SuperRoom for professional at premium price. But there are various different department or
functional units in Park Grand London Kensington that work together or have interrelationships
for better development that are food & beverage and room division that are described.
Marketing and Food & Beverage: The interaction of marketing with other business
functional units has been receiving increasing attention of the company. Marketing can nor alone
create the profit to the company it is interrelated to other department such as Food and beverage.
As marketing is defined as an organisation function and a set of processes for developing,
communicating and delivering values to customers and maintain customer relation in such a
manner that will benefits the organisation and its stake holder. The main function of food and
beverage department is related to supply and services of food and drinks alcoholic or not. This
department also support various services such as wash up , still rooms, clean kitchen, cellars and
stores. So they are interlinked in such a ways that when marketing department develop strategy
for promoting its goods and services in order to attract more customer. As customer start visiting
to the hotel it is the duty of food and beverage department to make sure that services that are
being promoted to the customer are bring offered to the customer. So there must be an effective
coordination between marketing and food and beverage departments so that visitor will have
good experience and their demands can be fulfilled.
Marketing and room division: Room division department work on the maintenance and
cleaning of room within hotel. There are different types of room in hotel such as single, double
luxury or sweet bedroom that require a different department for its maintenance. As marketing
department does various promotion activity to introduce their various rooms and services to
customer so that more customer visit to Park Grand London Kensington and utilize service's of
these rooms (Vitouladiti and Dedousopoulos, 2015). The room division department on the other
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hand always tries to satisfy their customer by providing luxury room services and enhancing the
physical evidence for the hotel that will be helpful in promotion of different services and fulfil
requirement of visitor.
P3 Elements of Marketing Mix to achieve business objective.
Marketing Mix Park Grand London Kensington Hotel Mercure London Bloomsbury
Product In hotel industry product refers to the
accommodation services that are
provided by the Hotel to its customers.
It provides extra services to its
customers such as Gym, swimming
pool, free breakfast, free Wi-Fi, it is a
business centre and the main attracting
part of this hotel is that it has separate
kitchen in every room.
This hotel provides services to its
customers that are laundry, free room
cleaning, air conditioned rooms and
the hotel is Child friendly etc.
Price Market penetration strategy is used by
this hotel, as it provides more valuable
services but on low price and service
quality is also very good. Customers
attracts to the quality of services and
they get more valuable services on low
price.
Premium pricing strategy is used by
the hotel as price of one room of this
hotel is very high which is because if
offers limited services with high
quality.
Place Place is the location which should be
easy to reach. Location of this hotel is
good as it is near to public transit,
railway station and airport. These
factors attracts more and more tourists.
Location of this hotel is very good as
it is near to Russell Square Tube
station and British Museum that helps
to attract large number of guests.
Promotion This hotel use different tools like
advertising in newspapers and on T.V.,
different social media sites. This helps
to attract high number of customers as
In this hotel limited techniques such
as marketing by mails and branded
promotional gifts are used for
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they have to pay less amount for rooms
and it also provides discounts to its old
customers.
promotions that attracts customers.
People There are large number of employee
working in this hotel. Because they
always try to satisfy customer by
providing luxury services available in
the office. According to guest they
appreciated the professionals staff.
Similarly, in this hotel there are
number of employee working to
provide different services. But as a
result they are not able to satisfy
visitor. Some guest said that
management and housekeeping could
be improved.
Physical
evidence
The role of marketer of this hotel is to
design and implement such tangible
evidence so that customer are provided
with physical cues that help them to
evaluate and check product and services
before they use it (Wirtz and Lovelock,
2016).
In this hotel the marketer are not able
to promote and provide physical cues
to customer. As a result visitor are not
visiting to the hotel regular.
Process This concept of process is uses as a
mean to achieve an outcome, it have
input and output as a result. Such as in
this hotel marketer applies number of
process so that overall marketing
process can be created and promotion
can be done like internet marketing etc.
Marketer of this hotel are able to
apply effective marketing process for
promotion of their product. So that
more visitor come and utilize services
provided by them.
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P4 Marketing plan to meet marketing objective.
Business objective. Marketing mix &
strategy.
Tactics. Monitoring &
Evaluation.
To provide “Super
Room” services to
business class
customer.
Product:
SuperRoom
Travelodge is
launching premium
economical room for
professional
throughout the UK.
They have develop a
team that is going to
evaluate and research
market condition and
people so that Super
room can be
introduced
accordingly.
Price: Business is
opting for value
pricing for their
rooms.
The basic need of
these room is to
provide unique
services and price for
these services are
being derived from the
demands of customer
those wants better
services within their
budgets. Therefore
price are not so high
for these room as some
people stay for longer
duration.
Travelodge had made
a pricing team that
work regularly to
check the accuracy of
price and make sure
that these price will
remain within budgets
of customer.
Promotion: Through
digital marketing and
existing customers for
the business will be
communicated through
The most important is
to promote about these
room to occupational
group through
different means of
The company has
develop a group of
member that are
responsible to make
certain advertisement

direct marketing. promotion. Unless and
until promotion is not
proper visitor are not
able to know about
these SuperRooms.
The company focus to
do promotion through
its current Travelodge
campaign that will
coincide with the
changes.
for promotion through
digital, social as well
as direct marketing.
This team work on
making different Ad
videos for social site
that display the offer
of company.
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To ensure availability
of premium rooms in
central London.
Place: Targetting
popular destination in
the country.
SuperRooms are
introduced by largest
independent hotel
brand Travelodge so
they launch these
room in every hotel so
that customer can
easily visit and utilize
the services. For
example, the premium
rooms are located in
London, followed by
Heathrow, Gatwick
and then different
regional part of UK.
Management of hotel
tries to introduce
SuperRoom in their
hotel that are close to
corporate hub.
People: Highly skilled
staff.
Once promotion and
location are set then
the next step is to
provide services to the
visitor. Therefore they
adopt skilled staff that
would provide room
services, proper
cleaning etc. to the
professional.
Having a skilled staff
would not let down the
expectation of visitor.
As there is a team
those are responsible
for time to time
cleaning and
maintenance of
SuperRooms.
Physical evidence The rooms include
more modern
residential decor in
shades of taupe and
beige. More seating is
For better monitoring
for these machine
housekeeping
department is
responsible. They
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available, along with
more USB charging
points, more choice of
lighting, a full length
mirror, ironing board
and hair-dryer. The
rooms also include a
Lavazza that is a
Modo Mio fresh
capsule coffee
machine for workers
on the go.
keeps on checking that
whether machine are
working properly or
not.
CONCUSION
In this project report, it was concluded that marketing is a crucial activity for any
organisation as it help in promotion of good and services and as a result assist to increase sales
and profitability. There are different method of marketing of a selected product to the customer
such as slogans, packaging design, general media and some time celebrity endorsements. There
is various roles and responsibility of marketing in hospitality industry and interrelation with
other functional units. This report also shows the importance of marketing plan.
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REFERENCES
Books and Journals:
Chhabra, D., 2012. Management of World Heritage Sites: An Integrated Sustainable Marketing
Approach. In Global Hospitality and Tourism Management Technologies (pp. 190-207).
IGI Global.
Denizci Guillet, B. and Kucukusta, D., 2016. Spa market segmentation according to customer
preference. International journal of contemporary hospitality management, 28(2),
pp.418-434.
Guilding, C., 2014. Accounting essentials for hospitality managers. Routledge.
Kastenholz, E., Carneiro, M. J. and Marques, C., 2012. Marketing the rural tourism experience.
Strategic marketing in tourism services. 16. pp.247-264.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Rahimi, R. and Akgunduz, Y., 2017. Driving force analysis of East European students to study
tourism and hospitality in the UK. Anatolia. 28(2). pp.224-238.
Smolčić Jurdana, D. and Soldić Frleta, D., 2017. Satisfaction as a determinant of tourist
expenditure. Current Issues in Tourism. 20(7). pp.691-704.
Vitouladiti, O. and Dedousopoulos, A., 2015. The significance of human resources in tourism
marketing. Impacts on the evaluation of the tourism product. Tourismos, 10(2).
Wirtz, J. and Lovelock, C., 2016. Services Marketing: People, Technology. World Scientific
Publishing Company.
Online
what is marketing. 2017. [Online] Available Through:
<https://blog.hubspot.com/marketing/what-is-marketing.
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