Hospitality Marketing Essentials

Learn about the essentials of hospitality marketing and how to create a successful marketing plan for a hotel or resort. Understand the importance of strategic planning, target audience, pricing, promotion, and customer satisfaction.

Hospitality Marketing Essentials

Introduction
Marketing plan is the part of the overall business plan in a well written
format and contains a lot of activities or actions without any kind of
sound strategic foundation in order to plan and coordinate each and
every activity in proper manner. In context of Hotel Orizont 4* they
plan and coordinate each step before implement the new store in the
market of Asia.

Information about organisation
Hotel Orizont 4* is a well hotel chain that provides various services
such as Food and beverages, accommodation and resorts to their
consumers in order to remain always competitive in marketplace.
Mission statement:
“To give one of best services to consumers by identify their needs and
wants of consumers in proper manner”

Cont...
Objectives:
Enhance the no. of consumers at world wide scale.
Increase the no. of national and international collaborators.
Goal of the marketing plan:
The major goal of marketing plan is to accumulate all kind of necessary
information before launching products and services into market.

Situation Analysis
Product – Hotel Orizont is aimed to be
launched in the Asian market. Hence, the
products of the hotel company will include
setting up hotels and resorts offering regular
affordable rooms to luxurious rooms with
breathtaking views, a variety of cuisines on
their menu, free Wi-fi for the guests,
housekeeping, gym and an activities area
along with a pool.
Price – The hotel has kept an idea of having
set up a competitive price after conducting
surveys of the market and carefully
examining the results and then setting up the
price. The management of the hotel does not
want to stand out with its pricing against the
competitors since the hotel is a new entrant
in the market. The price will be kept such to
reach out to as much number of people as
possible.
Place – The hotels and the resorts will be set
up at locations like countryside, having a
beach view and far from the city so as to
provide the guests a delightful experience
and that they prefer visiting again. The
places will be selected after carefully
examining the locations chosen by the
management.
Promotion – The hotel has set up a strategy
of advertising and promoting through
various channels and at various levels. The
channels will include promotions through
social media, advertisements being printed
on magazines, flashing advertisement on
television and through bill boards.
Influencers such as bloggers etc. can be
hired to target as much audience as possible
and catch their attention.

SWOT analysis
Strengths – Hotel Orizont 4* offers a delightful
customer experience with a breathtaking
location yet competitive prices. The staff is
highly skilled and welcoming with a Roman
infrastructure and a new concept that appeals
the customers. The hotel has a financial
support from its customers and has seen
constant growth over the last 5 years with best
deals provided online.
Weaknesses - The promotional activities and
the branding used by the hotel is ineffective
with no clear mission and vision which in turn
makes the functioning of the staff not clear
and thereby leading to a higher staff turnover.
The hotel is weak at making sudden
arrangements for customers there is no
balance between quality and quantity of work.
Opportunities – The hotel has opportunities of
expansion with setting up of new hotel
segments with distinct ideas and concepts.
Hotel Orizont has a great potential to increase
its market size and improving its image and
creating awareness through celebrity
endorsements. The new segment hotels can
help create a new market if the management
of growth is done appropriately.
Threats – The hotel serving on a small scale
faces competition from international brands
such as Marriott International and Hilton to
name a few. There is a threat of the business
performing low against expectation.
Competitors may arrive soon due to distinct
features offered by Orizont in terms of facilities
and infrastructure. There is a threat of
changing customer attitudes towards the hotel
if it does not pay attention on constantly
improving the customer experience.

Action plan
New consumers:
 Quality services by using standards
 Resorts and adventures
 Corporate events
 Wedding bells and events
 Online and offline booking of services
 Elimination of mediators.

Cont...
New Collaborators:
Promote international tourism
Enhance participation in international fairs and various associations.
Participation in international meeting to access their taste and
preferences.

Marketing Plan
Marketing Plan: Hotel Orizont 4*
Audience Strategies Activities
Target Person Marketing goals Marketing channels
The majorly target audience are people who loved ethnic food majorly and
youngsters who loved fusion food in order to gain potential outcomes.
The major strategy is to
enhance no. of events by
attracting the large no. of
consumer in order to gain
potential outcomes.
By taking participation
in international events
by reap important
outcomes.
By using channels of
communication to
deliver one of fruitful
information.
Customer journey Key strategies Tactics
Business meetings – Visit- order- Pay- get together
Enter- explore- order- enjoy food – pay.
Discounts and plans to give
advertisement that attracts
consumers.
Fusion of ethnic and modern
food.
By giving offers to
individuals and groups
and organise various
events to gain
popularity.
Provide consumer
loyalty cards.
Value proposition Pricing and positioning Measures of success
Great décor, fusion of ethnic and modern decoration, exclusive furniture and
Romanian recipes.
The affix competitive pricing
and positioned in market by
maintaining quality of
products and gaining
popularity by CSR activities.
By Sales and growth,
no. of consumers visit,
rewards and walk-in of
foreign tourist.

CONCLUSION
From the above PPT, it have been concluded that marketing plan plays
very crucial role in the organisation in order to plan and execute
each and every event in proper manner. By delivering and executing
strategies after collecting necessary information in order to take
crucial decisions in proper manner. With the help of strategic
direction an organisation can plan and execute in proper manner.

References
 Baker, M.A. and Magnini, V.P., 2016. The evolution of services
marketing, hospitality marketing and building the constituency
model for hospitality marketing. International Journal of
Contemporary Hospitality Management, 28(8), pp.1510-1534.
 Chandiok, S. and Sharma, P., 2017. Hospitality Marketing:
Strategic Issues. In Strategic Marketing Management and
Tactics in the Service Industry (pp. 213-242). IGI Global.
 Desai, S.S., 2013. An Analysis of the Competitive Marketing
Strategies of the Hospitality Industry in UAE. IUP Journal of
Management Research, 12(1).

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