Marketing and Customer Retention in Hospitality Industry

Marketing
and
Customer Retention

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Discuss marketing mix in context of hospitality organisation as per marketing strategies....1
2. Analyse the characteristics of organisation's relationship marketing programme within
explain its success and failure as customer retention tools with reasons....................................3
3. Design the valuable loyalty programme towards organisation context within hospitality
industry........................................................................................................................................5
CONCLUSION................................................................................................................................7
REFERNECE...................................................................................................................................8

INTRODUCTION
Marketing is a practise of selling, distributing, advertising and manufacturing of product
and services to accomplish people's expectation. The customer retention comprises to ability of
company of product to retain or hold their customer at some particular period of time (ANWAR,
FERINE and SIHOMBING., 2020). It differentiate customer retention in two factor of high and
lower buyers to return business trend and continue to buy in some situation manner for not defect
to another product or business.
As in this report, the company is taken Premier Inn, it is British based hotel chain and
United Kingdom largest rooms with more than 72,000 rooms and 800 hotels worldwide. It
majorly operates hotels in variety location including city centres, suburbs and airports where they
competing with other brands (Baum, 2019). It was founded 1987 Dunstable, England, United
Kingdom. In report topics are to cover Marketing mix to implement marketing strategies.
Discuss characteristics of organisation's relationship marketing programme and design strategic
marketing plan with loyalty programme.
MAIN BODY
1. Discuss marketing mix in context of hospitality organisation as per marketing strategies.
Marketing mix refers about collective actions or strategy which is utilise by company
uses promotes its brand a product in the market. It contains 4ps of marketing mix that derives on
the basis of product, price, place, promotion others are added as process, people and physical
evidence (Camilleri and Rather, 2019). The purpose of marketing mix having purpose to helps
organisation for making strategic decision to attain competitive advantages of marketing. In
below there is analysation of marketing mix for Premier Inn hotels:
Elements of
Marketing mix
Marketing mix describes for Premier Inn.
Product As in service industry like hospitality and tourism they offers product as in
term of packages or largely intangible. The Premier Inn hotels comes
under hospitality industry which is quite unique compares with other
industries (Cheng and et. al., 2019). Their product is in form of services
which they have variety of services in terms of personal care through
1

facilitates quality of food and beverages along with hospitality services.
They ensure that product must effective than their customer.
Price The price are consider to be value of particular product and services, in
hospitality business like Premier Inn implements their pricing according to
quality of service that involve service cost, promotional cost and others.
All cost makes Premier Inn services unique as well as specify their
revenue effectively (Dixit, Lee and Loo., 2019). They focuses on customer
buying behaviour and what quality service they looking for on that basis
Premier Inn provides particular services to them.
Place In hospitality industry their services enhance in different source of location
to location to critically evaluate their business success. Premier Inn has
established metro cities as it based from United Kingdom. But they have
opened their branches in worldwide, some of these factor includes,
accessibility, supports traffic pattern and attractive business infrastructure
(Kandampully, Zhang and Jaakkola., 2018). Hotels are measured market
to establish their venture on the basis of demographic traits or by mapping
distribution area of living.
Promotion This is most valuable and important practise which every hospitality
pursue for taking participation in promotional activities. The purpose of
promotion for product and services to generates effective awareness in
market as well as in customer mind. Different hospitality business having
different promotional activity such as Premier Inn Hotels, their
promotional strategies to raise awareness about services, intergerate sales
volume and create of branding image and having motive to attain more
market share. The promotional activities which utilise by Premier Inn as
advertising in Television, billboards and internet. Sponsorship associated
with another firm through different event causes.
Process Process having objective to provide customer information related with
product and services processing with proper interaction to generating
servicing. As Premier Inn, having their norms, policies, procedure and
2