Marketing and Customer Retention of Hospitality Industry

Marketing and
Customer Retention of
Hospitality Industry

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
The marketing mix of The Landmark Hotel (and extended marketing mix) and its use in their
marketing strategies................................................................................................................3
Analyse the characteristics of the organisation’s relationship marketing programme and
explain its success or failure as a customer retention tool with reasons................................5
Proposing strategies for the development of a loyalty programme in for own business within
in the hospitality industry.......................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is a business stream that deals in making promotions and spreading awareness
in market about the products and services of the firm or organisations. Marketing practices
enables a communication channel to respective organisation which allows it to stay in close
touch and contact with potential buyers and targeted audiences (Šerić, Ozretić-Došen and Škare,
2020). Like every other industry, hospitality service providers and the field do have similar
importance of the notion of marketing. The plans and methodologies of marketing enables the
hospitality firm to showcase their value to customers and to attract them for making purchases as
well stay connected with the firm for the longer period of time. Thus, in hospitality industry
marketing do have a critical role to play and offers its benefits to the firm and businesses by
increased profitability and proficiency.
The present report is based on The Landmark Hotel a five star luxury property located in
the heart of the city with a magnificent historic hotel and bringing together classic styles and
luxury with modern amenities preferences of people founded in 1899. The organisation deals
mainly in accommodation and food & beverage sector of hospitality amongst all four. The
Landmark hotel is famous for its spacious property with big sizes of rooms and the elegance it
offers. The present assignment includes the marketing mix strategies of the hotel and how it uses
them in their marketing activities. Moving along, the characteristics of company's relationship
marketing programme are elaborated with focus over its success in customer retention and
gaining their loyalty. Moreover, few strategies of customer retention and loyalty will be then
suggested after a thorough analysis.
MAIN BODY
The marketing mix of The Landmark Hotel (and extended marketing mix) and its use in their
marketing strategies.
Marketing mix is a framework that supports and administer company's marketing and
promotional actions. It is constituted of seven tactical factors which when combines together
presents a strong and long lasting marketing strategy for firms (Ta and Yang, 2018). These
tactics and factors are related with customers needs and developed in way to address them in the
best possible manner for keeping people happy and satisfied with the firm. The marketing mix of