Marketing and Customer Retention in the Hospitality Industry

Marketing along with
Customer Retention
within Hospitality
Industry

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Use of marketing mix with marketing strategies.....................................................................1
2. Analyses of characteristics of organisational relationship marketing programme as well as
explanation of success or failure as customer retention tool.......................................................4
3. On the basis of conclusions from the above, proposing strategies to develop the loyalty
program in the business within hospitality industry, that will be opened after completion of
LMU BA Top-Up hospitality management course......................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing refers to an action that covers buying, promotion, distribution, selling, etc of
product, programme or service. At same time, customer retention is an activity to engage active
customers to continue purchasing commodities, services and programme from the company. The
concept of marketing along with customer retention are key for hospitality companies as these
assist on generating awareness about the brand among target audience and continuing business
practices to generate revenues and making profits. The report is prepared on Corinthia Hotel
which is located in London, United Kingdom (Corinthia Hotel, 2020). The hotels offers made to
measure facilities and services to its guests and retain them through a customer loyalty
programme that is named as “Discovery”.
The report includes topics such as usage of marketing mix in marketing strategies,
analysing features of relationship marketing programme of company and explanation of its
failure or success as customer retention technique. At last, strategies to develop the loyalty
programme are proposed that will be opened in the industry after completion of the course.
MAIN BODY
1. Use of marketing mix with marketing strategies
Overview of company
Corinthia Hotel is a hospitality company which is established on triangular site of
London, UK. The hospitality company was established in 1885 with the mission of providing
guests and customers with “Craftsmanship of Care'. It offers multiple services to customers so
that they step out of daily routines and enjoy privileges including early check-in, compliment
room upgrade, hotel credit till £200 and late check-out. “Discovery” is a customer loyalty
programme of the hospitality organisation (Customer loyalty programme of Corinthia Hotel,
2020). Discovery members experiences a property which truly reflects traditions addition to
culture of the location while enjoying all kinds of advantages of loyalty such as room upgrades
together with comfort enhancing perks.
Marketing mix in marketing strategies
Marketing mix can be termed as collection of variables which an enterprise uses for
carrying out the set marketing strategy addition to customer needs. In Corinthia Hotel, marketing
mix us used to create awareness and sell offerings to target population. By using marketing mix
1