Marketing and Customer Retention in the Hospitality Industry

Marketing and Customer
Retention in the Hospitality
Industry

Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Marketing mix.............................................................................................................................3
Relationship programme of hotel Dorchester contributing in success........................................5
The development of own loyalty programme..............................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................8

INTRODUCTION
In hospitality industry, marketing played up important roles in brand building, attracting up new
customers and maintaining better customer loyalty in business. Customer tends to choose the
hotels in references to wide range of services. The role hospitality industry is considered to be
collection tourism another experiment as services (Ngacha, and Onyango, 2017). Marketers
should ensure proper brand recognition in the market in order to stay competitive in upcoming
global business environment.
The Dorchester hotel is five start luxury hotels built in year 1931 taking up London most
legendry properties. The hotel is located in stylish Mayfair just across the street from Hyde Park.
In this report there will be discussion on the marketing mix of the hotels along with customer
relationship marketing programs of Dorchester hotel. beside this report will have discussion on
proper strategies development for own hospitality company.
TASK
Company overview
The hotel set up in the tony Mayfair on corner overlooking for Hye Park with ionic
curved façade features geometric wrought-iron railings lining the balconies and yellow-and-
white awnings. The luxurious hotel has been all time favourite for elite society of London. The
hotel is summed up with 182 room and 65 suites and three penthouses. The hotel has the variety
of feature will be discussed in firm marketing mix giving up the clear idea of marketing
strategies.
Marketing mix
The strategy of marketing mix is defined as sect of tactical actions used by the firm in
different manner for promoting up brand (Han, Jongsik, . and Hyun., 2020.). The marketing mix
have inclusion have systematic 7 element that’s is product, price, place and promotion. Later on,
the marketing mix have been extended to people, physical evidence and process.
Product
The product or services are important aspect of business which is developed by company
for meeting out customer expectation and wants. In the hospitality industry hotel have to major
attention in developing in hotel service. the hotel is providing up traditional British experiences
with range in standard room ranging up from 280-square-foot (26-square-meter) Deluxe Queens
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to 387-square-foot (36-square-meter) Executive Kings. In addition, amenities are modern such as
entertainment system, Wi-Fi, minibars, offering dining, classical and spa.
Price
The Dorchester hotel is paying up major focuses on providing up best services and product in
the luxurious manner. The firm have dedicated team working out company requirements of both
guest and company itself. Hotel is focusing on premium pricing strategy catering high profile
customers and upper-class social providing them experience for traditional British. This strategy
is successful in as customer ready to pay services being obliged (Adzoyi, Blomme, and
Honyenuga, , 2018). hotel is proving up with feasible deal and complimentary suites to fancied
customer.
Place
The hotel is located right across the street from Hyde Park in posh Mayfair lined with
luxurious properties such as sister 45 Park Lane. The stretch of road is busy having several lining
options including Nobu, Tamarind, and The Wolseley. The hotel is located in the main street of
London giving up easy accessibility to customers. The hotel is offering up 27*7 service it has 15-
20 minutes convenience accessibility for important areas such as British Museum, Westminster
Abbey, and the London Eye
Promotion
Promotion is concerned with tactical action and strategies increasing up appeal against customer
awareness to buy up the services. This is helping out in awareness regarding services encourage
sales and creating brand image which help out in increasing market share. The firm advertising
strategy is looking into higher customer satisfactions along with providing up customer
relationship management (Dzhandzhugazova, and et.al.,2016). The hotel is using the digital
media for promotion by making use of various social platform such as Facebook, twitter,
Instagram and other websites. The hotel has Diamond Program known as Dorchester Collection
Diamond Club promoting loyalty programme.
People
Customer service and employee satisfaction is an important aspect for hospitality
industry for serving the best possible services to customer. Customer service staff have the
major responsibility over carrying out different activities in organization. Dorchester have
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