Marketing and Customer Retention in the Hospitality Industry

Marketing and Customer
Retention in the Hospitality
Industry

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1: Implementation of marketing mix...........................................................................................3
2: Organizational relationship marketing programme.................................................................5
3: Loyalty programme for Marriott..............................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing Strategy is the complete set of activities which are done by organization for
reaching wide number of customers. Marriott international is chosen for the analysis in this
report. It is one of the largest multinational hospitality service provider around the globe and is
having several branches within UK. With that company run its loyalty programmes for
maintaining customer engagement. The report will analyse implementation of marketing mix in
organizational context and with that evaluation of company's relationship in their marketing
program will also be included in this report. Analysis of company's performance in their
relationship marketing plan is done in this report.
MAIN BODY
1: Implementation of marketing mix
Marketing strategies are the overall activities which are done by organizations for
achieving a wide range of customers towards them. These strategies are consists of several
activities in which marketing mix is widely used among them (Stead and Hastings, 2018).
Following is the marketing mix analysis of Marriott international.
Product-
Marriott international is a hospitality service provider, which is having several hotels and
resorts throughout the globe with that company also provide lodging services to their customers,
due to which organization is able to attract large number of customers toward them. But on the
other hand limited products are provided by organization to their customers because of which
chances of brand switching increases. So company must enhance their products as per current
market trend.
Price-
Marriott uses premium pricing for their services because of which company is able to
achieve a large profit margin and to maintain customer's engagement with organization, loyalty
programmes are held, such as Marriott rewards this increases customer's engagement. But
because of high pricing it is having limited number of customers (Lahtinen, Dietrich and Rundle-
Thiele, 2020). With that in the present scenario because of COVID-19 organization's customer
count is reduces drastically, so company should make price relaxation, so they can increase their
customers count.