Understanding Customers in the Hospitality Industry: Analysis of Marketing Theories Used by Marriott, IHG, Warner Leisure, Hyatt, and Biltmore Mayfair

This report analyzes the marketing theories used by top hotels like Marriott, IHG, Warner Leisure, Hyatt, and Biltmore Mayfair to attract customers. By understanding customers, hotels can meet their needs and wants. The report discusses individual advertisements of the hotels and how they use promotional techniques to reach customers. The report concludes that hotels are using digital platforms for promotions and effectively reaching customers who spend much time on mobile phones.

UNDERSTANDING
CUSTOMERS

INTRODUCTION
• Understanding the customers is much important for the tourism as well as for the hospitality
industries because this will help them to meet the expectations of their needs and wants.
Analysing the customers, helps the hotels to evaluate what all the services which are needed
by the consumers for providing them the satisfaction while accommodating in the hotel.
• This report will include the marketing theories which are used by the different hotels. The
hotels which has been discussed in this are the Marriott Hotel, IHG hotel, Warner Leisure
Hotel and many more. This task includes the theories for all the individual advertisements of
the hotels which are used by them for reaching to the customers.

REFLECTION
• This task has enabled me to learn how the advertisements are made by the hotels for attracting the
customers in their hotels. I have stated the marketing theories which were used by these hotels for
marketing or promoting their hotels for making them reach to the customers so that they can be
attracted. This helped me to understand the need of using the promotional techniques for marketing
of the hotels and how these are benefited to the hotels. The advertisement when done through the
YouTube, these are much cost effective for the company provides much fast results because of the
changing trends among the consumers as they spend much time on the mobile phones.
• By doing this task, I was able to develop the skills of by seeing the things and then evaluating them.
This task has many positive points which helped me while doing this task as it also helped me in
understanding how the advertisements are made much attractive and unique so that the consumers
can directly connect with the advertisements.

MARRIOTT HOTEL
• This is the respective link of the Marriott Hotel's advertisement.
https://youtu.be/CaZe_-d--pY
• From the advertisement for the Marriott Hotel, it can be seen that this hotel is
targeting the visitors which have the motto of accommodating in the hotel for
much long time. The advertisement has been made by the focus of inspiring the
customers as they will be satisfying their needs, and they can visit the hotel for
relaxing as well as for spending their personal time. This advertisement main aim
is the consumer type as they are focusing on the consumers who are visiting for
the long term and by showing the advance facilities in the rooms. This
advertisement has direct connection with the emotional needs of the consumers

IHG HOTEL
• The following is the link for the IHG Hotel's advertisement through which it can be analysed
what type of the marketing theory they are using. https://youtu.be/tdr-tsxoSRU
• The advertisement for the IHG Hotel has mainly focused on showing that these are most
suitable for the couples and for the family as they provide the facilities for them. This
advertisement was made by the main motive for the exchange value for they are paying for
the services. This advertisement also shared that in this hotel, the weddings can also be
organized. IHG hotel has used the STP concept of the marketing because through this
advertisement they are sharing the pictures of the weddings and attracting these types of the
consumers. The STP marketing concept discuss the target market, segment as well as the
positioning of the company. This hotel allows the customer for travelling both for personal
and for the same purpose and the premium collection provides the sense of the belongings to
the customers. This advertisement helps this hotel to attract more number of the guests to the
hotel.

WARNER LEISURE HOTEL
• The advertisement link of the Warner Leisure Hotel is
https://youtu.be/db0jm6EHXak
• The Warner Leisure Hotel have given this advertisement by showing the night views
and the entertainment by the customers. This advertisement has also showcased the
ambience of the hotel and this advertisement has the main aim of the use value. This
advertisement will help the hotel to attract more number of the customers who are
keen of the views at the day as well as of the night. Warner Leisure Hotel has shared
the night views from the hotel as they have used the promotion concept of the
marketing so that the consumers can feel that there needs will be satisfied, and they
can enjoy their personal time with their loved ones in this hotel. This hotel has been
headquartered in the London, and they have hotels in around 14 countries. This
hotel also offers many deals to the customers which helps them to attract customers
to the hotel as making advertisement their main aim is to attract many guests to the
hotel.

HYATT HOTEL
• This is the link which has been uploaded by the Hyatt Hotel for attracting the consumers.
https://youtu.be/aiIubsH4fsQ
• The advertisement for the Hyatt Hotel has showed that this hotel will provide the comfort
and the environment by which the customers will feel that they are staying at the home
and will not feel like to leave the place. This advertisement for the hotel has been made
for the symbolic value as this feels them emotional as the hotel provides all such facilities
same as of home. This helps the hotel to attract the customers by seeing this who gets
emotionally connected with this advertisement. This advertisement has used the concept
of the physical evidence as they have shared the conversation of the couples who are
ready and feeling like to leave this hotel. The advertisement shows that this hotel is trying
to provide them the comfort for better experience.

THE BILTMORE MAYFAIR, LXR HOTELS AND RESORTS
• The Biltmore Mayfair's advertisement can be seen through the provided link.
https://youtu.be/M7ZSv2KnDIY
• The Biltmore Mayfair hotels and resorts made this advertisement to show the ambience as well
as the accommodation of the hotel and how the customers will be able to feel the fresh air by
siting in the open area in the hotel. By going through this advertisement, it can be seen that this
hotel has made this advertisement with the main aim of the exchange value as they commit that
the customers will be provided all the faculties for which they are paying as well as they will be
satisfied by these good quality ambience and the services. The consumers who visit the hotels by
the seeing the ambience will be attracted by this advertisement for the hotel as they have shown
it in a very proper way. This hotel has used the place concept of the marketing mix as they have
focused much on the showing the location of the hotel. The place is the concept which involves
the location where the hotel has been built and what location is attractive for this hotel.

CONCLUSION
• From the above it can be concluded that the hotels are using the digital
platforms for the promotions of their hotels. Above five hotels
advertisements were discussed as well as what all theories have been used by
the hotels for the marketing for attracting more guests in the hotel. The hotels
using this promotional techniques helps them to effectively reach to the
customers as the consumers are spending much time on the mobile phones.