Marketing Practices in Hospitality Industry

Marketing Practices in Hospitality Industry 0
Title: Marketing Practices in Hospitality Industry
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Marketing Practices in Hospitality Industry 1
Executive Summary
The report has been divided into three parts-Learning Outcomes One (LO1), Learning Outcome
Two (LO2) and Learning Outcome Three (LO3). LO1 comprise of the introduction of Marriott
International including current and future trends. A brief overview has been provided of
marketing processes, including an explanation of the role and responsibilities of a marketing
manager. An analysis of how marketing influences and interrelates with other functional
departments of the organization and the value and importance of the marketing role in the
context of the organization has been explained. This is followed by a conclusion. LO2 comprise
of the 7Ps marketing mix and how the tactics used in the marketing mix and marketing process
are used to achieve business objectives. LO3 comprise of a Marketing Plan with details of
different tactics with an action plan and measures for monitoring and evaluating progress to
achieve overall marketing objectives.

Marketing Practices in Hospitality Industry 2
Contents
LO1 Explain the role of marketing and how it interrelates with other functional units in a
hospitality organization...................................................................................................................3
Introduction......................................................................................................................................3
An Overview of Marketing Concept at Mariott International.........................................................3
Conclusion.......................................................................................................................................6
LO2 Compare ways in which hospitality organizations use elements of the marketing mix (7Ps)
to achieve overall business objectives.............................................................................................8
7P’s Marketing Mix.........................................................................................................................8
Tactics Used to Achieve Business Objectives.................................................................................9
LO3 Develop a basic marketing plan to meet marketing objectives for a hospitality organization.
.......................................................................................................................................................12
The Marketing plan........................................................................................................................12
Measures for Monitoring and Evaluating Progress.......................................................................16
References......................................................................................................................................17

Marketing Practices in Hospitality Industry 3
LO1 Explain the role of marketing and how it interrelates with other
functional units in a hospitality organization
Introduction
"Marketing" is a broader term which has a list of significant roles in driving every
industry so as for the hospitality industry. It helps to build customer associations and
collaborating and also providing value output to the consumers, which will benefit the
organization and its stakeholders. For the hospitality industry, marketing plays a different role as
it majorly deals with providing services to the customers. In our context, we have taken the case
of Hotel Mariott International and studied the profitability and working of the organization. The
focus of the employees of the hotel was in fulfilling customer needs, demand and wants. This is
what the standard tool of marketing demands from an organization to attain their business
objectives efficiently. Secondly, the hotel management also focuses on enhancing the revenue of
the organization by providing the best possible services and luxuries to their clients.
Being a trainee marketing executive, I have learned various concepts of marketing
management. I gained knowledge about the marketing activities which are vital to the business
and which roles are played by the marketing cycle in the service industry.
An Overview of Marketing Concept at Mariott International
Marriott International is a world-wide operator, licensor, and hotels franchisor and
timeshare of the properties and also brand names at an optimum price and different service
points. The organization is consistent with the focus on licensing, franchising and management.

Marketing Practices in Hospitality Industry 4
The Marriott International markets operate and developing residential properties and provide
services to condominium and home associations. Marketers are increasingly shifting the focus
towards the individual rather than the conventional collective approach (Line and Runyan, 2012).
Mediums effectively target the individual level, such as mobile, virtual and various social
networks. With the exponential increases in choices, nurturing and development of a personal
association with customers and clients is the present trend.
Marriott International has launched its one loyalty marketing process which has unified
benefits and legacy loyalty brands. These are combined Marketing processes and have completed
the integration under a name known as Marriott Bonvoy. The members have been given access
to the diverse portfolio of Marriott International along with rich benefits and also travel
experiences.
Loyalty Marketing Processes-Marriott International has been continuously evolving itself
and has come up with the loyalty marketing process and this is a loyalty brand.
This includes Marriott Reward and Starwood Preferred Guest. The Loyalty program is
not high in cost and gives high impact for profit generation advantages. The loyalty program has
been able to substantially repeat business. As a trainee marketing executive, the main focus is on
enhancing the loyalty programs offering and also strategically marketing the growing guest base
for generating revenue. Example – Earning credit points through advance bookings (Bowie et al.,
2017).
Virtual Mobile Marketing Processes-The mobile and web platforms allow for seamless
booking familiarity and easy enrollment in different marketing programs. Marriott International
provides the best rate of integrity and strengthening customer confidence in the brand and
provides the guest with various rates when booking hotel rooms through the different channels

Marketing Practices in Hospitality Industry 5
(Lutz, 2011). Marriott International is continuously growing in engagement levels with
thousands of guests present across the hotel.
The responsibilities of a marketing manager vary as per the requirements of the organization.
The most important role is Integration and Diversion. The continuous alteration of resources and
attention on Integration can affect day to day business. The marketing manager needs to focus on
the large and complete integration of related matters of Marriott International along with internal
resources and this may continue for a long time. This will have an effect on the daily business
and financial results. The second important role of a marketing manager is Management of
Uncertainties. There are anticipated benefits of combining the Marriott and Starwood. The
Marriott International needs to acquire the Starwood as this can result in different benefits. The
management of uncertainties can help in achieving substantial benefits and this is possible
through the revenue synergies. Example-Robust response to the economic conditions of the
country (Gök and Hacioglu, 2010).
Also, it is the prime duty of the manager to handle Business Challenges. Integration involves
innumerable unexpected costs. The responsibilities of the Marketing Manager at Marriott
International are large. Disruption in the legacy system and ongoing business, systems can affect
the company. The marketing manager needs to encounter the challenges in harmonizing the
systems through loyalty programs and various business practices. The marketing manager needs
to encounter the increased challenges related to integration. The role of a marketing manager is
to enhance the revenues and achievement of operating efficiencies, profit savings and other
benefits that can be achieved with the harmonizing efforts. Example-Change in government
policies can affect the hotel industry. Retention of employees is key to success.