Marketing and Customer Retention in Hospitality Industry

MARKETING AND
CUSTOMER
RETENTION IN
HOSPITALITY
INDUSTRY

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Marketing mix.............................................................................................................................3
Characteristics of organisation relationship marketing programme...........................................5
Build strategy for development of loyalty program in own business.......................................6
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing refers to the set of activities in which business enterprise focus on customers
short term and long term needs and according to this create a connection between people and
other clients so that high values can be gained by the organisation. Customer retention is refers to
that ability of the company that shows the power of retaining customers for a longer period of
time. In this activities related to marketing is very significant for the enterprise because it is
helpful to retaining the customers and satisfies them. Within the hospitality industry, companies
can associate with the loyalty programme for maximising their customer retention and
engagement for the success(Mahmoud, Hinson and Adika, 2018). Within the project report
concept related to marketing with their impact on customer satisfaction in the context of
Leonardo Royal London Tower Bridge London. This report is based on the famous hotel i.e.
Leonardo Royal London hotel that is located in the London City centre neighbourhood and near
the beach. It looks like a luxury hotel in the London that offers the varieties of services to their
customers under the scheme of their loyalty program that helps in retaining existing customers
and attracting new customers attention so that they can place the well position within the
competitive marketplace.
MAIN BODY
Marketing mix
Marketing mix refers to an effective marketing strategy that is adopted by the businesses
to understand the latest trends of the market and used strategies so that all this adhered to the
marketing tendency. Industry like hospitality industry is adopted by the organisation for adopting
the suitable marketing strategy so that large number of customers get attracted towards this
sector and also firm will get the loyal customers. In case of Leonardo Royal London Tower
Bridge London that is a five star hotel in London that are working for managing the customers
by retaining them in an effective and efficient manner(Han and Hwang, 2018). For this elements
of marketing mix can be elaborated below:
 Product- Leonardo Royal London Tower Bridge London can deals in offering the
varieties of luxurious services to their guest. In this Leonardo Advantage club is a loyalty
program that is develops by the Leonardo Royal London Tower Bridge to maintain their
position within the rival market. As this Hotel is dealing in some major aspects of