Hospitality Marketing Mix Strategies

This assignment delves into the application of marketing mix strategies within the hospitality industry. It examines various factors, such as service quality, customer relationship management (CRM), green marketing, and innovative marketing, that influence business performance in hotels. Students will analyze relevant case studies and research to understand how these strategies are implemented and their impact on success.

Running Head: Hotel sales and marketing
Langham International Hotel
Hotel sales and marketing

Hotel sales and marketing 1
Executive Summary
Langham international hotel is a chain of five-star hotels and it is situated in almost all parts of
the globe. As per this scenario, Langham hotel is situated in the Auckland City Centre which is
known as the center of location in New Zealand. This country has set up a unique organization
which officially approves the quality served by the business organizations. Approval of
Qualmark provides the trust to the customers, especially to the tourists. Due to lack of
information, tourists may get fooled by any tour operator. So, to avoid these kinds of situations,
New Zealand government has introduced Qualmark organization which works in the interest of
the tourists and the people to get the adequate value of products and services for which they pay.
Under this report, Langham hotel is registered under the rating of five stars hotels as well as with
the Qualmark assurance. Its competitors i.e. Starwood and Windham are planning to get
registered in the same category. This could create the challenging situation for the Langham
international hotel. For reducing the effect of these challenges, marketing manager of the
organization has been asked to develop service marketing plan so that adequate position in the
hotel industry could be maintained. With the entrance of other organizations in the hotel
industry, existing organization i.e. Langham group of hotels may face competition. Hence, to
avoid these kinds of challenges, appropriate strategies and analysis of the organization will be
performed under this report in order to increase the efficiency of the organization as well as to
attain desired goals.

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Table of Contents
Introduction......................................................................................................................................3
Current Operating System of Langham International Hotel............................................................4
Marketing Mix Strategy...................................................................................................................5
Product.........................................................................................................................................5
Place.............................................................................................................................................5
Price.............................................................................................................................................5
Promotion.....................................................................................................................................6
People...........................................................................................................................................6
Processes......................................................................................................................................6
Physical Evidence........................................................................................................................6
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

Hotel sales and marketing 3
Introduction
Langham hotel was first built in between 1863 and 1865 in England by John Giles. This was the
first traditional cum luxury hotel of England and today it is known as the Langham Hotels. This
hotel has set up its outlets in various places across the globe and all these are performing well.
This hotel has set up its image in various parts of the world. Most successful places for this hotel
are the East Asia, the Caribbean, the Middle East and the Southeast Asia. One of the outlets of
Langham hotel is also situated in the Auckland city of New Zealand. Setting hotel business in
New Zealand is not a difficult task but to gain the goodwill in the same industry is the bit
difficult. Qualmark is the official New Zealand’s agency which provides the assurance to the
tourists in regards to the quality, luxury, and the trust. Under this agency, any business could be
registered through fulfilling all the requirements of the agency. It helps the tourists to build the
trust of the hotels and other organizations and Langham is one of those enterprises which are
registered under Qualmark agency of the New Zealand. This scenario explains that various
competitors of Langham hotel such as Windham and Starwood are also planning to build a five-
star rating Qualmark rated hotel in the Auckland city center. Hence, to maintain the effective
image in the hotel industry, Langham hotel has asked its marketing managers to develop certain
adequate strategies to compete with the organization as well as to maintain their effective image
in the hotel industry.

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Current Operating System of Langham International Hotel
Langham group of hotels has developed a distinctive goodwill in the hotel industry and in the
New Zealand, they have been converted their hotel in a brand through registration under the
Qualmark agency. Luxury, comfort, location and unforgettable service are the primary aspects of
achieving success for Langham group of hotels. Apart from these basic services, main
concentration is on providing additional services with the stay in the hotel as spa, games facilities
such as tennis court, golf area, etc. Since the traditional times when it was developed in the
England, the main concern of this hotel was to provide adequate quality services and adaptation
of various techniques through which continuous improvement in the service offered to the guests
could be maintained (Nieves & Segarra-Ciprés, 2015).
Below are some of the challenges and opportunities faced by the Langham hotel due to an
entrance of its competitors under five-star rating and with Qualmark assurance:
 Lack of Staff: Finding new staff and retention of the key staff members is quite a
difficult task for the hotel industry in New Zealand. It reduces the productivity and the
efficiency of the organization as well as it also raises the labor turnover ratio. Hence,
providing adequate quality to the customers becomes the difficult task for the
organization in absence of the appropriate staff members (Hsiao, et. al., 2014).
 Hygiene: It is observed from the analysis that most of the New Zealand people are
suffering from diseases such as diabetes and overweight. For securing their life, New
Zealand's public has adopted the technique for ignoring the restaurant's food which will

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create the negative impact on the hotel industry. This has been a great challenge for the
whole industry along with the Langham group of hotels.
 The entrance of competitors: This is the biggest challenge as well as the opportunity for
the Langham international hotel. On the one side, it will create the negative impact on the
Langham hotel's business whereas it will also generate more opportunities to grow and
make the better image in the consumers in relevance with its competitors.
Competition is very important for improving the quality of the products and services. Till the
time, an organization will not suffer from competition; they will not focus on improving the
product or service quality. Customers also get the opportunity to select the appropriate hotel as
per their requirements amongst the selection available (Hon, Chan & Chan, 2013).
Apart from the challenges and the opportunities faced by the Langham group of hotels in the
Auckland city centre, set of strategies are developed by the marketing manager of the Langham
hotel with a view to increase the potential of the organization in order to maintain the goodwill
of the organization after entrance of the competitors in the same rating of hotel industry (Jones,
et. al., 2016).

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Marketing Mix Strategy
It is the strategy used to promote the products and services of the organization. It could be used
for the promotion of the existing products as well as to promote the new products and services.
Under this strategy, all the specification including the importance and the features of the
products and services are evaluated. This technique is included in the promotional campaign in
order to gain the confidence as well as to attract the customers (Murshid, et. al., 2016).
Product
Langham Hotel needs to adopt the strategy of providing adequate quality services which could
help them to attract the customers. As Qualmark is already an advantage for the organization but
as their competitors are also planning to get registered under the same rating of five-star hotels.
Marketing manager of the Langham hotel has introduced the unique strategy of providing
customers cab service which will help the customers to reach the hotel easily (Benavides-
Velasco, Quintana-García & Marchante-Lara, 2014). They have launched a mobile application
through which customers can book the hotel room in advance without paying anything on
advance booking. This will save the cost of the customers to reach the hotel from airports or
railway stations. They can request a pick up through sharing the time at the time of advance
booking, the cab will be provided to the guests for picking them up and the same procedure will
be followed at the time of check out. This will help the Langham group of hotels to build a
separate image in the competitive business environment and it will also result in the competitive
advantage for the organization (Shyu, et. al., 2015).

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Place
As Langham Hotel is already situated at the heart location of the New Zealand i.e. Auckland City
Centre so, they do not need to focus on this point. Apart from shifting to the location, marketing
manager of the organization has adopted the technique of expansion in order to increase the
demand for their hotel. Rather situated at the heart location, it may be not reachable for all
customers because public is situated at the every corner hence; to provide them feasibility to
reach to their hotel easily, organization has adopted the technique for expansion under which
another branch of the hotel will be set up in the prime location of the New Zealand. It will
generate competitive advantage for the organization as they will be able to target a number of
people (Pakdil & Kurtulmuşoğlu, 2017).
Price
Under this technique, a customer should be provided with the adequate quality or the quantity of
the services and the products against the money paid by the customers. In order to provide
valuable services to the guests of the Langham Hotel, management of the organization has
arranged a cab service under which pick and drop facility to the airports and the railway stations
will be provided at no cost (Lee, et. al., 2014). Apart from this, they have also adopted the
facility of providing customers various unique and valuable services which make them separate
from their competitors as well as it will also result in the competitive advantage for the
organization. Apart from the cab services, an organization has included various value added
services in the package opted by the guests for the stay in the hotel. Adaptation of these services
will help the organization in attracting more number of people (Mohammed, Rashid & Tahir,
2014).

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Promotion
Promotional techniques contribute their valuable role in spreading awareness amongst the people
in relevance with the new services and products launched by the organization. The more
potential techniques will be adopted, the more organization will gain the competitive advantage.
Social media platforms and other digital media platforms will be more effective in comparison to
the posters, banners and another print medium of advertisement. Apart from various
communication channels such as marketing manager has introduced a mobile application
through which guests can book anytime on their phones, computers only (Pereira & Almeida,
2014). Apart from the mobile application, emails and messages have been sent to their regular
customers in relevance with providing them the information regarding the opening of a new
branch as well as an announcement of unique value added services in the same packages and at
the same price. The mobile application will include an offers tab and under that tab, all the
current and future offers will be disclosed to the customers directly. The offers may differ on the
basis of visitor’s regularity as more offers will be provided to the regular customers as compared
to the occasional visitors (Singh & Kumar, 2015).
People
They are the only source of their profitability, growth as well as for the success of the
organization. Hence, Langham hotel’s managers have built an effective strategy through which
they can create a valuable goodwill in their customers’ mind (Hoque, 2013).Occasional
customers could be turned into regular customers; they have launched the scheme for first-time
visitors under which certain rate of discount will be provided to guests for stay with their hotel.
As they are the primary source of the success of the organization, hence; appropriate and reliable

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steps need to be taken in order to attract them towards the hotel. Apart from the new guests,
appropriate and attractive offers need to be launched for the regular customers to keep their
interest in the hotel (Maziriri & Chinomona, 2016).
Processes
The process of the service reddening needs to update in order to enhance the customers'
experience. For this, a staff of the hotel will be trained in such a manner so that all the
requirements of the organization could be fulfilled. Customers' feedbacks need to be resolved on
the priority basis and if customers' have suffered anything unethical due to organization's fault
then it should be resolved on the priority basis through any mode such as by providing free stay
at the hotel or certain rate of discount depending on the severity of the issue (Fraj, Matute &
Melero, 2015).
Physical Evidence
Under this step, an organization needs to develop some physical evidence which could help the
customers to rely upon the services offered by the Langham hotel are appropriate. Hospitality
services could be measured on the basis of customers’ reviews hence; this is the best approach
through which organization could gain the trust and reliability from other customers. Positive
reviews from the previous customers will work as the element of attracting future customers
(Mok, Sparks & Kadampully, 2013).

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Conclusion
Aforesaid explanation concludes the marketing and service plan for the Langham International
Hotel Auckland City Centre, New Zealand. There is a quality assurance organization set up by
the government of New Zealand in order to protect the tourist’s interest. Organizations registered
under Qualmark are assured by the government in terms of the quality of services as well of the
products. Langham hotel is also registered with the same sort of rating and they are enjoying
their success adequately in the New Zealand. With the increasing demand of the consumers,
Langham Hotel's primary competitors Starwood and Windham are planning to expand their hotel
business in the Auckland city center with a view to providing competition to the Langham group
of a hotel through providing the same sort of rating and the quality assurance. To maintain the
image in the hospitality industry, marketing manager of the Langham Hotel has developed
certain strategies including marketing strategy technique with a view to maintaining their
goodwill in the New Zealand’s hospitality market.

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References
Benavides-Velasco, C. A., Quintana-García, C., & Marchante-Lara, M. (2014). Total quality
management, corporate social responsibility and performance in the hotel
industry. International Journal of Hospitality Management, 41, 77-87.
Fraj, E., Matute, J., & Melero, I. (2015). Environmental strategies and organizational
competitiveness in the hotel industry: The role of learning and innovation as determinants
of environmental success. Tourism Management, 46, 30-42.
Hon, A. H., Chan, W. W., & Lu, L. (2013). Overcoming work-related stress and promoting
employee creativity in hotel industry: The role of task feedback from
supervisor. International Journal of Hospitality Management, 33, 416-424.
Hoque, K. (2013). Human resource management in the hotel industry: Strategy, innovation and
performance. Routledge.
Hsiao, T. Y., Chuang, C. M., Kuo, N. W., & Yu, S. M. F. (2014). Establishing attributes of an
environmental management system for green hotel evaluation. International Journal of
Hospitality Management, 36, 197-208.
Jones, P., Jones, P., Hillier, D., Hillier, D., Comfort, D., & Comfort, D. (2016). Sustainability in
the hospitality industry: some personal reflections on corporate challenges and research
agendas. International Journal of Contemporary Hospitality Management, 28(1), 36-67.

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Lee, J. J., Capella, M. L., Taylor, C. R., & Gabler, C. B. (2014). The financial impact of loyalty
programs in the hotel industry: A social exchange theory perspective. Journal of Business
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