Marketing and Customer Retention in the Hospitality Industry

This report discusses the use of marketing mix in marketing strategies, analyzes the characteristics of an organization's relationship marketing program, and proposes strategies for developing a loyalty program in the hospitality industry. The case study focuses on Jumeirah Lowndes Hotel, a luxury hotel headquartered in London, UK.

Marketing and Customer
Retention in the
Hospitality industry

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
The use of marketing mix in marketing strategies......................................................................1
Analyse the characteristic of organisation's relationship marketing programme and explain its
success or failure as a customer retention...................................................................................3
Propose strategies for development of loyalty programme in own business..............................4
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
The customer retention within marketing is a process under which better engagement of
customers is developed that assist to make continuous purchasing of different products and
services. In this business has using different set of strategies and tactics that able to develop long
lasting relationship with marketplace and customers as it also helps to make loyal branding
(Adzoyi, Blomme and Honyenuga, 2018). In addition marketing is an essential aspect that is
used by the business in terms of strategy in which more of customers are attracted by which loyal
and potential customer base is developed with better sufficiency. The following report is based
on Jumeirah Lowndes Hotel that is a luxury hotel and offer sophisticated services with having
headquartered in London, UK. The report below consist of marketing mix, characteristic of
relationship with marketing programme and different strategies that is used to develop loyalty
programme.
MAIN BODY
The use of marketing mix in marketing strategies
The marketing mix is basically a set of actions and tactic that is used by the business in
order to promote its product and services within competitive marketplace. It is an adequate tool
that is used while pursuing various marketing objectives and vision under better efficiency is
collected about targeted market. In produces more values of offered products and services that is
completely dependent on segmented target, cost of production, market ability to pay,
management of supply and demand that is varies on the basis of direct and indirect components.
The marketing mix of Jumeirah Lowndes Hotel is as explained below as: Product: Jumeirah Lowndes Hotel is a five star hotel and thus they have offered
sophisticated free Wi-Fi services, bar facilities short walk from Harvey Nichols (Bahri-
Ammari and Bilgihan, 2019). It also include tube stations that is with 5 minute of
distance, stylish and lavish rooms, furnished beds, TV satellite. In addition some of the
luxuries room are having an iPod dock and with sumptuous area for seating. Place: Jumeirah Lowndes Hotel is a hotel that offer global luxury and it is a member of
Dubai holdings as well by which easy management and operation is processed within
world class portfolio. The hotel and resort of Jumeirah includes various places such as
Jumeirah Zabeel Saray, Burj Al Arab Jumeirah, Jumeirah Creekside Hotel,Etihad Towers
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in Abu Dhabi, Jumeirah Messilah Beach Hotel & Spa in Kuwait, Jumeirah Dhevanafushi,
Jumeirah Vittaveli in the Maldives and many others as well. Price:Jumeirah Lowndes Hotel offered services as per room services such as for superior
room the size of room is 161 sq.ft, 1 king size bed, electric kettle, ironing board,
interconnected rooms, Wi-Fi services with price fluctuation in between SAR 1,165-
1,400. For deluxe room the price rate is varies from SAR 1,312- 1,437. The executive
room pricing is varies from SAR 1,507-1,757 for junior site it is from SAR 2,218-2,504
and at last for executive site it is varies from SAR 2,351 to 2,510. Promotion: Jumeirah Hotel get more enjoyment and provide better pleasure by offering
supreme privilege by which better accessibility in global lifestyle is managed (Boateng,
2019). It is used to expand working horizon through which coveted benefits and facilities
are getting unlocked. The hotel has always make appropriate modifications within centre
as in this market attention is enhanced. People: Jumeirah Lowndes Hotel is offered more delightful experiences within global
marketplace and along with this hotel also offered better combination of marketing and
sales by enhancing an adequate ability of recruitment. In this encouraged, motivated and
nurture team is developed that work collectively to produces dynamic outcomes. Hotel is
having corporate with family association and have provide data sheet of 120 companies
as consist of competitor information, financial and particular contacts. Physical evidence: The hotel is also be as a contemporary boutique that has set timeless
backdrop about neighbourhood of Belgravia. The hotel is situated near Hyde Park as it
offers perfect blend of luxury and style. In addition different services are offered such as
bars, cafe, conference room and restaurant along with basic facility as like free parking,
intercom, housekeeping, newspaper, laundry, attached bathroom, smoking room etc.
 Process: The Hotel is always offered better values to its guest and it reflect a classic style
with exclusiveness (Dewnarain, Ramkissoon and Mavondo, 2019). Hotel also present
caring team at great locations that indulge capital enhancement and advancement of its
investment so as to offer peace and contemporary style of weekends.
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Analyse the characteristic of organisation's relationship marketing programme and explain its
success or failure as a customer retention
The relationship marketing is a differ form of marketing that is used to develop and
perform direct campaigns and response through which customer retention is emphasised. It bring
better level of satisfaction instead of sales transaction (Frye and et. al., 2020). The relationship
management is a strategy that is used to maintain better engagement as by creating certain
partnership as by reviewing all its market relation. It is more essential to business as it enhance
market ability so that customer contact become more transparent and closer. In this business
worked on to make better understanding about different services that is offered by Hotel to its
customers. In this various feature are added on through which need and demand of marketplace
is fulfilled.
Jumeirah Lowndes Hotel is the brightest star and they have worked on to specify reward
programme so that best experience is illuminate within Hotel, resort and resident that is
presented all across the world. Jumeirah Lowndes Hotel offer family moments with Jumeirah
Sirius as it assist to escape fun filled holidays that is well spend with family by which superior
moments are collected. In this family have to stay for two nights or more than that and it helps to
whilst to create better and lasting memory. In this young ones are concerned as host delights and
also consider different services as well that is as explained below as:
 Best available services with affordable rate by making 10% savings.
 The complementary services as in terms of breakfast is provided to children and parents.
 The kids have ate under free services and that is of till age group of 12.
 The complimentary services and activities are offered to kid as for their entertainment.
 The amenities for kids also provided as per their arrival so that better attraction is
processed (Han and Hwang, 2018).
 It is offered on the basis of different terms and conditions by which better participation is
processed with certain validity.
 It requires that minimum two night stay.
 Offer is validate only for booking services.
 It is essential that new booking is only processed with the subject to availability.
 All the different schemes and policy of the hotel is processed and applies with better
suitability.
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 The standard cancellation of policy is applied as per room restriction and blackout dates.
 The guest and their children required to present valid identification while check-in and
out.
The customer retention is getting enhanced in adequate level of product and services is
offered to marketplace as on continuous basis. It is also being promoted effectual relationship
with customers through which effectual trust and believe is develop through specified
interrelationship. It is not always necessary for Jumeirah Lowndes Hotel to make better review
about customers and its services. In this required aspect is that customer get satisfied under
which desirable outcome is conceived with perfection (Hanaysha, 2018). The hotel must have
reviewed each and every review or feedback of its customer by which easy and flexible solution
is offered with higher suitability and perfection.
The hotel has induce creation and innovation on the basis of market acceptance as it is the
best way to offer specialised services as compared to its opponents. To attain long term success
and growth it is essential that different kind of tactic and strategies are implemented to make
pleasant changes is addressed. It is a marketing strategy under which suitable sacrifice is offered
in pleasant mode as it assist to develop better competitive advantage. The customer loyalty must
not be taken as granted and along with this adequate reward is provided that make customer
investment in wonders. It is actually processed sustained value and image that is also used to
attract more of customer's with affordability.
The Jumeirah Lowndes Hotel also didn't segment the market of the basis of customer
choice and selection. It allows adequate design and a perfect model of retention as it used to
maintain while developing trust and loyalty. The vital reason of using loyalty program is to
intensify the amount of perfection and adequacy that is processed with the parallel support of
customers need and demand (Kandampully, Zhang and Jaakkola, 2018). In this adequate
portfolio as per the choice of customer's requirement is developed under which luxury services
also get offered with suitable period of time.
Propose strategies for development of loyalty programme in own business
The strategic development is usually a segmented approach that is used by Jumeirah
Lowndes Hotel in order to promote and advertise its offered products and services with better
perfection and suitability. Jumeirah Lowndes Hotel is a five star hotel and offer luxuries and
lavishing services to its customer's so that contemporary style is processed in systematic mode.
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In support of Sirius Jumeirah points aid to make free stay at hotel and it is an iconic and world
fame Burj Al Arab hotel. If an individual become a member of hotel than it offer exclusive
privileges and saving that also assist to make better exchange of points in between hotel and
customers. In this new discovery is developed as it is as aspect that allows or ensure that guest
and their visit processed with particular luxury (Mahmoud, Hinson and Adika, 2018). In this fine
dining, additional benefits in lifestyle and sweet temptation of dessert is offered with perfection.
The major objective and target of Jumeirah Lowndes Hotel is to meet up the requirement
of centre city as it promote customer's availability and accessibility in effective mode. In this
adequate services are offered that has strong impact on luxury as well as quality assurance as
well. In this prominent changes is measured within the managerial department so that customer's
attractiveness is enhanced over repetitive basis. In this customer's retention is increases and it
support to make higher sustainability in productive manner. There is different strategies that is
implemented within the management of hotel and it is as explained below as:
Addition of points as per guest visits: The loyalty programme of the Jumeirah Lowndes
Hotel is dependent on the customer's ability under which daily point is stayed over continuous
time period. By collection of these points customer's adds up more values under which suitable
loyalty is developed with perfection (Sahoo, 2018). In this better treatment is offered to its
customer's in special format as these points are represented as reward.
No regulation of delivery of points: Jumeirah Lowndes Hotel has provided different
loyalty points to each and every individual without getting differentiating them on the basis of
selective services. On the other hand it is essential that minimum 300 redeem points are selected
by customer's as within certain period of time (Porcu and et. al., 2019). The additional services is
provided as per the earning points so that strong engagement and enhancement of services is
processed.
Request customer's feedback: It is most essential aspect under which Jumeirah
Lowndes Hotel has collected and gathered sufficient feedback from its customer's. In this
supreme amount of changes is addressed as under this sufficient clarity is processed in between
customer's and hotel. It used to develop strong relationship so that modified amount of changes
is measured in affordable mode.
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CONCLUSION
It has been concluded from above report that customer retention is the most appropriate
aspect for business as it helps to make profitable outcome for longer period of time. For this
business has develop long term sustainability as with the parallel usage of marketing by which
adequate outcome is conceived with perfection and adequateness. In this marketing mix is being
used that assist to generate profitable ending in effective mode. The usage of marketing
programme customer retention is processed with better sufficiency.
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REFERENCES
Books and Journals
Adzoyi, P.N., Blomme, R.J. and Honyenuga, B.Q., 2018. Customer Retention among Hotels in
an Emerging Market: An Employee-Based Perspective. In Advances in Hospitality and
Leisure. Emerald Publishing Limited.
Bahri-Ammari, N. and Bilgihan, A., 2019. Customer retention to mobile telecommunication
service providers: the roles of perceived justice and customer loyalty program.
International Journal of Mobile Communications. 17(1). pp.82-107.
Boateng, S.L., 2019. Online relationship marketing and customer loyalty: a signaling theory
perspective. International Journal of Bank Marketing.
Dewnarain, S., Ramkissoon, H. and Mavondo, F., 2019. Social customer relationship
management: An integrated conceptual framework. Journal of Hospitality Marketing &
Management. 28(2). pp.172-188.
Frye, W.D. and et. al., 2020. What factors influence Generation Y’s employee retention in the
hospitality industry?: An internal marketing approach. International Journal of
Hospitality Management. 85. p.102352.
Han, H. and Hwang, J., 2018. Growing competition in the healthcare tourism market and
customer retention in medical clinics: New and experienced travellers. Current Issues in
Tourism. 21(6). pp.680-702.
Hanaysha, J.R., 2018. Customer retention and the mediating role of perceived value in retail
industry. World Journal of Entrepreneurship, Management and Sustainable
Development.
Kandampully, J., Zhang, T.C. and Jaakkola, E., 2018. Customer experience management in
hospitality. International Journal of Contemporary Hospitality Management.
Mahmoud, M.A., Hinson, R.E. and Adika, M.K., 2018. The effect of trust, commitment, and
conflict handling on customer retention: the mediating role of customer satisfaction.
Journal of Relationship Marketing. 17(4). pp.257-276.
Porcu, L. and et. al., 2019. Analyzing the influence of firm-wide integrated marketing
communication on market performance in the hospitality industry. International
Journal of Hospitality Management. 80. pp.13-24.
Sahoo, K.C., 2018. The influence of social media marketing on customer satisfaction in
hospitality industry. Journal of Tourism Challenges and Trends. 11(1). pp.31-48.
ONLINE
Jumeirah Lowndes Hotel, 2020. [Online] Available through:
<https://www.jumeirah.com/en/hotels-resorts/london/jumeirah-lowndes-hotel/offers/
family-moments-with-jumeirah-sirius/>.
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