Marketing Strategies of Intercontinental and Hyatt Hotels
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This essay analyzes the marketing strategies used by Intercontinental and Hyatt hotels, including STP analysis, traditional vs digital marketing, and changes made during the COVID pandemic.
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Table of Contents INTRDUCTION..............................................................................................................................3 TASK...............................................................................................................................................3 Different types of marketing methods used by Intercontinental and Hyatt hotel.......................3 Use of STP..................................................................................................................................4 Difference between traditional and digital marketing.................................................................5 Changes in market during COVID pandemic.............................................................................6 CONCLUSION................................................................................................................................7 REFERENCES................................................................................................................................8
INTRDUCTION The chosen companies for preparing this essay is are Intercontinental hotel group and Hyatt hotel corporation. In context to Intercontinental hotel group, it is multinational hotel industry which is headquartered in England and this firm has over 4,600 hotels. But in context to Hyatt hotel it is the largest resort which is situated in United States (Akbar, French and Lawson, 2019). The main highlight of these two restaurants are both are highly popular in between public for their food products. Because their products are very tasty, healthy and hygienic for their new and existing customers. This essay will coversthe STP analysis of chosen restaurants, current market position, comparison between both restaurants, m marketing strategies used by these two companies and others. With help of applying various strategies hotel industry easily reduced their legal risk in their service activities for long time. In this way work efficiency and productivity of firm and their employees are increased effectively for long term. With help of marketing strategies large number of consumers easily attracted for trying their new food products in any time. TASK Different types of marketing methods used by Intercontinental and Hyatt hotel The management of intercontinental group are used some specific strategies for attracting the consumer in large number. It includes real time marketing strategy, digital marketing and well established infrastructure. In real time some essential components are applied management for running the service activities smoothly which includes glocal marketing, campaign extension and others.Real time marketingbasically refer to utilization of various data or information effectively by employees in any situation at time of doing their job (Amelia, Salamah and Sofyan, 2019). With help of using this method management easily understand that which type of services and products are wanted to purchase by users in present moment. Then according to that workers made modificationin their food product before delivering product to consumers. This method are also highly useful for maintaining effective communication between employer and employee or employee and customers for long time. In this way positive word of mouth and expansion of their service activities are easily increased at international level. The other specific method iswell established infrastructurefor increasing the visits of consumers in large number. Because effective infrastructure is essential for maintaining the positive atmosphere for
customers which leads to increase their staying time. In this method it is not only related to physical structure, it is also relates with various applications and technology which is used by management for maintain good relation with customers in long run. Various application or software includes email system, text message, payment systems, use self check and checkout facility and others. With help of all these methods consumer convenience and their satisfaction level are enhanced effectively. The management of Hyatt hotel also used some specific strategy for increasing their popularity of their product and their brand image effectively (Chen, 2018). For maintaining their productivity and work efficiency in effective manner management is providingproper training to employees. Due to good training lower level employees always maintain the good behaviour at the time of serving various facilities to customers. The other method which is used by this firm areadvertising and promotionalmethod and in this method management is using media channels for spreading the awareness of their services and product between public at maximum level. In this way their brand value are easily increased in market between competitors. Hyatt hotel is one of the restaurant who facilitates excellent customer relationship management to users for achieving their threat towards the firm for long time. In this strategy management also used some festive schemes and several discounts which is highly beneficial for customers. In this way customers avail their services and product at large extent which leads to generate the portfolio of company easily. Use of STP STPis a process where management is used for distributing their product and services into various categories according to the customer wants and desires. It is also used for maintaining standard in their product and services by employees in any situation. The full form of STP is segmentation, targeting and positioning which are described below - Segmentation –It refers to distribute the consumers into different segments according to specific eligibility and criteria (Chen and Wang, 2019). It includes geographic, demographic, behavioural and psycho graphic. In contextIntercontinental hotel group, management is highly focusing on demographic factor and according to this factor firm provides wide range of services with affordable prices. It includes staybride and candlewood suites, luxurious boutiques etc. Because intoday's time youngsters did not care about money, but they have passion for food. But in context to Hyatt hotel, they mostly focused on middle and upper class segments for
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increasing the sale luxurious rooms and travelling packages.Because their food products are very expensive in comparison with others. Targeting –It refer to targeting different types of consumers which is essential for increasing the demand of different types of food products in market (Donohue, 2018). In context Intercontinental hotel group, management always target all categories of customers which is essential for increasing their profit easily. But in the aspect of Hyatt hotel, they target only those customers who have high salary and standards in society. For maintaining standards management always used talented and qualified employee within organization. Positioning –It refers to increasing positive impression in minds of consumers in long run with help of facilitating good service and healthy product by management. In context Intercontinental hotel group,management maintained their good image in minds of customers with help of facilitating quality and healthy food to all types of customers. But in aspects of Hyatt hotel, they enhanced their popularity in market with help of some specific services such as types of rooms number of nights utilized by customers and others. According to the analysis STP it is concluded that above mentioned both hotelstarget their customers in different manner or in various aspects. For example Hyatt mostly focused on luxury in their rooms and services for consumers. But in aspect of intercontinental restaurant, management are highly consider price in their products at time of delivering to customers. Difference between traditional and digital marketing Traditional marketing basically refer to enhancing the reach of their product and services to users through offline mode. In this technique previously management of intercontinental group and Hyatt hotel used different channels which are not highly effective for increasing their brand popularity. It includes print media, direct mail, telemarketing and broadcast media etc. it mean through all these elements firm try to engage the different types of audience (Laurie and Mortimer, 2019). But the fact is that all these elements are able to generate the success of company in long run. The other reason for not properly working traditional marketing are in this stageupdatedtechnologyisnotusedby thefirmwhichcreatenegativeimpacton the performance of organization. Due to bad impact in the activities of firm chances are highly increased for decreasing their portfolio at high rate. When firm used the marketing technique in traditional way then the communication with customers are not effectively developed.
But in digital marketingboth hotel companiesare using updated equipmentsand technologies. It is highly essential for deliver various services to customers in time or in fast manner. Due to the use of latest technologies communication with consumers are strongly developed in long term. In this strategy wants and desires of consumers are completed in time by employees of these companies (Lê Giang Nam, 2018). With help of using effective technology different types of media or channel network are strongly developed between employee and employer. Due to the effective network performance and productivity of company are increased for long time. When customers received the services in time then definitely positive word of mouth are spread easily by users. Updated equipments is a very important element for enhancing the effectiveness of marketing activity in front of customers. Changes in market during COVID pandemic In COVID pandemicIntercontinental and Hyattmade lot changes in their activities for facilitating good service and reliable product to all categories of consumers. During COVID management of these two companies initiated various strategies for maintaining the safety and health of the employee’s and consumers. It includesusing sanitization, keeping standard and cleanlinessin the workplace area or in the table etc (Mahmoud, 2018). The other facility is that taking online orders by customers from various locations with help of using technology. Due to using all these facilities. Due to following all these precautions their products and services are get popularized between their new and existing clients. The other development which is made by these two firms is to use of AI technology in their various activities for increase the convenience of customers effectively. For maintaining safety management must provide training to employees for arranging the room systematically and also facilitate equipments such as mask, gloves etc. In this way good relationship are easily maintained with consumer.
CONCLUSION After the analysis of above data it is concluded that methods of marketing plays the major role for developing the awareness of their various products and services in the minds of customers. Effective methods of marketing also helps to increase the popularity of brand image in market between competitors in effective manner. Due to using different types of marketing strategies revenue of organization are increased at higher rate.
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