Marketing in Hospitality

MARKETING IN
HOSPITALITY

INTRODUCTION
Hospitality marketing is referred to the efforts made by marketing department in order to
increase the revenues of any hospitality industry. Marketing is a process which facilitates
company to distribute its product or services to its customers from manufacturer and in the case
of hospitality marketing looks at how segments of the hospitality industry, such as hotels,
restaurants, resorts, etc. utilize its marketing techniques to promote their products and services
(Tresidder, 2015). Hospitality industry develop their marketing plan in effective manner by using
different marketing functions and marketing mix. This assignment will focus on concepts of
marketing, impact of marketing environment on industry. It also includes relevance of consumer
markets in hospitality industry. It also explains the case study given in the assignment. In
addition to this, individual portfolio is also given in this assignment.
TASK 1
1.1 Concepts of marketing for service industry
As mentioned above, marketing is defined as a process or action through which company
sell or distribute its products to the target market or consumer from manufacturer. Hilton hotel is
one of the reputed hotels in the hospitality industry. They are known for their customer services
and dedicated staff members all round the world. Main aim of Hilton is to provide best services
to its customers in a way that people can see the difference of their services compared to other
hotel. They market in such a manner that the services and hospitality are different and better as
compared to others (Bowie and et al, 2016). They have strong marketing department and all
people associated are fully dedicated to their responsibilities. They know that customer care is
very important and is the key for any hospital industry, so Hilton develop marketing plans in
order to ensure customer satisfaction. They follow societal marketing concept and is explained
below:
Societal marketing concept: In this, the company develop their market plan in order to
serve their customers by fulfilling their needs, desires and interests. Hilton Hotels are known for
their outstanding services and they ensures that they maintain their services in order to remain
ahead of other competitors.

1.2 Impact of marketing environment on the industry
There are many factors which influences the marketing strategies of Hilton, that is,
internal and external factors. They have to analyse these factors in order to make the best
marketing plan which can encourage profitability as well as more revenue to the company.
Following is the SWOT (Internal)and PEST(External) analysis:
STRENGTH WEAKNESS
 Have strong property portfolio.
 Effective customer retention schemes.
 Extensive experience.
 Vast scope of business.
 Highest level of customer satisfaction
level achieved.
 World class management team.
 Strong business history.
 Have positive brand equity through
corporate responsibility.
 Successful loyalty program.
 Mostly dependent on US market.
 High debts.
 Less presence in Asia Pacific Region.
 Highly dependent on proprietors.
 Have little global market share.
OPPORTUNITY THREAT
 International market expansion.
 Focusing on research and development.
 Formation of strategic alliance.
 Mid level affordable section expansion.
 Threat from terrorism and political
instability.
 Adverse changes in macro economic
climate.
 Ethics relates issues in hotel.
 Loss of talented people and key
personnels.
 Change in customer preferences.