Hospitality Marketing and Innovation

This assignment delves into the intricacies of hospitality marketing, examining its unique challenges and opportunities within a globalized landscape. Students are tasked with analyzing a specific case study focusing on a hotel or tourism-related organization. The analysis should explore current marketing trends, innovative strategies employed by the organization, and potential areas for improvement. The goal is to demonstrate an understanding of how hospitality businesses can leverage marketing principles and innovation to achieve sustainable success.

Running Head: HOSPITALITY MANAGEMENT 1
Hospitality Management
Name
Institution
Date

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Hospitality management
Executive summary
Purpose of this report is to identify the various ways in which hotels in the hospitality
industry , use the concept of ‘home’ , how they do it to enhance the hospitality market, market
their services and products and the benefits of enhancing this market by use of the home concept.
Among the major findings is that home is a sense of safety, comfort and a sense of belonging.
The accommodation providers use this idea to come up with ideological homes for visitors.
Recommendations will enhance better ways in which Townhouse Hotel would improve its
‘Home’ concept to enhancing the business. Among them are enhancement of health living
techniques and use of homemade designs both modern and traditional to enhance new
experiences for their visitors. Main limitation of the study is the challenges of identifying every
visitor’s ideological home preference.

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Table of Contents
Executive Summary……………………………………………………………2
Table of contents……………………………………………………………….3
Introduction…………………………………………………………………….4
Background information of Townhouse Hotel…………………………………5
Findings………………………………………………………………………..5
Discussion………………………………………………………………………5
Conclusion……..………………………………………………………………10
Recommendations………………………………………………………………11
References………………………………………………………………………13
Appendixes………………………………………………………………………15
Appendix i…………………………………………………………………15
Appendix ii…………………………………………………………………16
Appendix iii………………………………………………………………..17

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Introduction
The hospitality industry is a sector that deals with hospitality services provision to people
of distinct classes or levels. Examples of these services include food packages, accommodation
packages, touring packages services among many others that enhance a person’s social life and
comfort ability. The sector is recording better experiences each day as a result of the increased
and growing level of internationalization of both local and international tourists around the
world. Increasing developments in the sector have called for attentions for creating a home
concept. A home is a place like one to feel all the needed concept. Discussion part of the report
illustrates how the hotel home makers are using the concept to incorporate human feelings and
enhance them to better heights and also how the hotel owners are using this concept to benefit
the hospitality market.
Background information of Townhouse Design Hotel Maastricht
Townhouse Design Hotel Maastricht is a designed and developed four-star that was
opened in the year 2009 and is part of La Bergere Group. It’s located in the district Wyck in
Maastricht Netherlands. The successful opening of the hotel was as a result of Siji campaign that
in high effort enhanced the use of proper ingredients for people to accept it. The hotel is also a
proud sponsor of a football club Maastricht in the MVV in the 2010-2011 season. The hotel has
also been awarded many awards in different fields due to its extraordinary performance, like the
Green Key Award in the year 2010 on August 24th (Prayag, 2007).
Findings
The findings have it that the accommodation providers in the market are enhancing both
social and economic factors in developing the accommodation sites in this case referred to as

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‘Home’ to enhance their market offering (Sakdiyakorn,et al, 2016). To do this the
accommodation providers in the hospitality sector are using the home concept as a way of
improving the market and also as way of creating market for their products and services. Some
of these factors include;
a. Improvement of social aspect by different people to fill the psychological gap.
b. Maintenance of multicultural aspect as they incorporate both modern and traditional
home aspect.
c. Developing a home that takes care of the multicultural aspect of the distinct tourists or
rather visitors. That is, they consider visitors well-being from different backgrounds and
also the traditional and modern aspect.
d. Need for a home view that satisfies the tourist’s urge of having a meaningful experience
especially the ones in the sharing economy.
e. Healthy living and positive relationships between the visitors and other employees
Discussion
The social aspect of home is great the impact in which it gives to people should be great
experience. The accommodation providers have taken this in positively to develop the ideal
home that will give memories to their visitors (Pye, Michael, 2015). They use both natural and
artificial products to design in that the image created is that of real home. Example, many hotels
including Townhouse have used established furniture designs of enhancing their living rooms as
well as bedrooms with the best internal and external view (Kiralova & Malachovsky, 2015). The
communication devices used also ensure that the visitors will not at any one time regret having
been part of them. The feeling they give to their customers is that of a real home with real
comfort. As said by Judith Flanders, no other place like home, though it’s the place where many

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troubles start, in the same way its where many memories are created and so home is the place to
be in good times and bad.
This is very important to both the accommodation providers as well as the customers.
The customers are able to acquire a fulfilling experience that may also help in bridging a
psychological gap in their lives. Hotel owners are able to market their services and also their
products thus enhancing their market. As a result of these two measures of benefit, the main
beneficially is the industrial sector as the market is improved , customers loyalty improved as
well as increased per capital income in the sectors marketing activities.
Hospitality industry welcomes people from all sides of life in the world. Ideas of both
contemporary and real home do not in most cases differ with a high range thus influencing where
and how the visitor will be settled during his or her visit. Both local and international tourist have
distinct cultural influences where they believe things are done in a particular way. As a result, the
visitors believe and expect to have their experiences in the homes that take care of their beliefs
and values. Accommodation providers have learned this aspect of how an important home is and
they are putting up different setups of homes relating to particular cultures. Example, the hotel
homes are setting up living rooms without the wood furniture’s like chairs, beds and tables and
others that have. Instead they use ground mats, homemade carpets among many others. This is
because some cultural groups insist that it’s not healthy to sit on the wooden appliances but
instead they sit on the floor. According to Paul Hemp in his publication my week at the Ritz,
every cultural subject is significant and should be taken care of relevantly.
Australian hotels, example Novotel Brisbane have enhanced this factor in that the cultural
aspect package offered differs relating to the visitors cultural background. Example, preparation
of soup that is offered to visitor as a welcoming services is usually made of different ingredients

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(Nelson, 2014). This is important as it ensures that visitors from that cultural background are
catered for appropriately just as they need their services. More importantly, mats and carpets
designed to fit that situation in most cases are more appealing than the normal used at our
original homes. This gives the visitor a choice of gathering information on how to acquire it
hence creating an immediate market. In the same way, the sector benefits from this services in
that, the market expands creating a better marketing structure.
Traditional aspect and modern aspect of homes today is still a factor to consider in hotels.
Accommodation providers have learned that some visitors are happy when they live under their
traditional aspect and others modern aspect that makes them create new memories as they also
they refresh on the past once (Kukanja, 2013). To ensure this factor is of use, designed
traditional home are set with set fireplaces, fiber and metallic furniture’s with most of the home
appliances being homemade. This enhances the visitors stay at comfort as they get acquitted with
any service they require. As suggested by Paul Hemb, guest comforability is the business of the
accommodators.
Similarly, the hospitality industry has visitors who are in need of modern experiences.
This makes the accommodation providers to actively substantiate between the modern homestay
experience and traditional homestay experience (King & Grace, 2006). Example, in the modern
era, the homestays are made of digital facilities including buildings, furniture’s as well as
modern homestay services. Hotel home builders ensure modernity is enhanced. Example use of
bath tabs, artificial lights among others. They design the tabs in a way that a visitor feels comfort
and feel at home. Townhouse hotel is a good example of hotel contemplating the best modernity
home concerns. Their appliances and the home views are quiet elegant. This is important as it
ensures all visitors are comfortable to explore their wishes of being at home. This enhances the

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hospitality market as visitors can share referral wishes to others willing to visit and join them.
Service delivery and products are made in a way that every customer wants to be part of the
benefits hence creating a new market level.
Over the recent years, individual perspectives and experiences are changing. Most people
in the society today are concerned much more about developmental impacts that may be either
societal, economic or ecological in nature (Andreotti, 2016). The increasing growing concern
related to communal contributions and climatic concerns makes the growing sharing economy
that many different people are exploring to experience. The aspect of identifying common
aspects to combine and form one strong functional is what many visitors are looking for in the
accommodation homes as a way of having a different experience away from their native home.
As a result hotel managers are increasing the use of artificial aspect that calls for manpower
establishment as a way of coming up with a unique home to give the visitor a new experience.
Example, in places where grass cannot grow to enhance the view of nature, the service providers
are coming up with many factors to putting up artificial grass and maintain it to enhance the
home view, establishment of waterfalls and new versions offering services (Hamari, 2015).
Hotel Grand Chancellor and Novotel Brisbane for example in Australia have clearly
enhanced this factor to ensure the visitors get totally a new experience as indicated in the
appendices. This is a shared economy as the developer, buyer and the one to put up and maintain
are different people but working together to ensuring they reach a common goal. This is the
experience that the visitors are looking for and setting it up creates an exemplary home. This is
important as it enhances both industrial market and also that of the services and products offered
(Cortés, 2017,).

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Healthy living with positive relationships is a human requirement. Accommodation
providers have ensured that any visitor gets the appropriate attention from the employees to
make him or her feel at home (Daikubara, 2017). The services offered are of high and required
level important in ensuring a healthy leaving. Training and skill equipping is done to all hotel
employees on how to relate positively with the visitor. Townhouse hotel employees understand
that they are the immediate family present for that particular guest at that time and they should
relate positively observing the set rules. According to Marxism theories on Humanism character,
every human being is prawn to relations unless one is a special case (Casado, et al, 2007). All
human beings in one way or other relate to some people or real life aspects. This is important as
every visitor feels wanted enhancing his or her loyalty important to improving marketing
structure of that service as well as the sector.
As discussed above, many accommodations or home service providers are engaging in
different positive activities to enhancing their marketing structures. In the same way, Townhouse
Design hotel Maastricht has exercised some of this practices and others it has not. To help in
improving the marketing structure of the hotel, I would recommend the management to enhance
some of the stated factors below.
Creating the Home experience for Townhouse Design Hotel Maastricht
Townhouse is one of the Hotels in the industry applying the concept of home in
improving the market level of the industry. Services offered at Townhouse Hotel are in every day
unique and special and by well-trained personnel’s using updated facilities (Maravić,et al ,
2015). The hotel is determined to make their customers feel proud of the services they receive
and also value their efforts to be part of them. Example, by checking in the customer is

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welcomed with a cup of best soup made by the well-trained Maastricht Artisanal giving a feeling
of one being at home comfort.
The hotel offers packages like, Weekend and midweek break, shopping, weekend and city trip,
winter offerings and many more other packages fitting every customer. This are great home
aspects that the hotel management enhance to ensure their customers remain loyal to their
services. It’s important as it gives confidence that the industry’s market is gaining acceptance
and hence an increased market.
To enhance on our services, Townhouse will ensure the home concept is the next
requirement to grow our market even higher. Improving on the way our visitors are served more
necessarily to make them feel like kings and queens with all the comfort they need. The hotel
will build and design their home model with homemade designed appliances and also create
appealing views both internal and external. As Marxism states in his theory of humanism, all
human beings have feelings unless one is special. Feelings relating to social life aspects, one of
these is home aspect that Townhouse is willing to enhance in the best way possible. Most
importantly, upon satisfying the needs of our visitors, there will be enhancement of hospitality
market as well as that of our products and services.
Conclusion
Hospitality sector is a crucial sector for both social and economic development. As
individuals are served the economy is also growing. Townhouse Design Hotel Maastricht is a
well-designed four star with adequate ability to develop in to a five star if the marketing structure
will be improved. Home aspect in this sector has been used to allow service providers come up
with measures of making it more enhancing. Adopting new technology and strategic
management factors will instill a good marketing level for the accommodation providers in the

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hospitality sector. Marketing structure in the hospitality industry can only be effective if the
home aspect is efficiently developed.
Recommendations
 Should enhance a healthy leaving training to ensuring all the employees understand the
need of giving healthy services to the visitors. This is important to ensuring that the
requirements on a health leaving for the visitors are enhanced.
 Should adopt homemade designs that enhance a new experience to the visitor and also
give an exemplary outlook just to improve on the existing one. This is important to
ensure that the visitors have totally anew experience as they desire.
 Should deeply enhance the multicultural aspect in-home service provision. Members
from both developed and developing backgrounds should have their satisfying packages
to ensure equality important in enhancing the market structure.
 Should equip all the service providers within that home with both traditional and modern
ways of serving people to help them serve all visitors as they expect. Also, equip them
with digital skills to help them deal with most digitalized individuals in the business
without fear. This is important to the hotel as it improves its market.
 Should come up with aspects of a shared economy in their development activities to help
come up with a different view of things other than the normal view that is all over other
home areas. This is important to ensure that the visitors gather adequate experience
during their stay season thus enhancing their loyalty.

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 Should come up with a different control measure. That is, the means by which the Hotel
carries out its control activities should be clear to ensure all the set rules are followed.
This is important to prevent any conflicts arising at any time and also ensure fairness and
competence in service delivery to their customers. Competence while serving the visitors
is very crucial as enhances clients trust important for market enhancement.

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References
Andreotti, A 2016, Participation in the Sharing Economy, EU H2020 Research Project, Milani-
Bicocca.
Casado, M, & Dereshiwsky, M 2007, 'CULTURAL DIVERSITY IN HIGHER EDUCATION:
IMPLICATIONS FOR HOSPITALITY PROGRAMS', Education, 128, 2, pp. 294-306,
Professional Development Collection, EBSCOhost, viewed 21 September 2017.
Cortés, GL 2017, 'The influence of tourism experience self-congruity on the use of virtual social
networks', European Journal Of Tourism Research, 17, pp. 154-176, Hospitality &
Tourism Complete, EBSCOhost, viewed 21 September 2017
Daikubara, M. Y. (2017). Sketch now, think later: jump right into sketching with limited time,
tools, and techniques. Quarry Books.
Hamari, J 2015, The Sharing Economy: Why People Participate in Collaborative Consumption,
Journal Of The Association For Information Science And Technology, vol. 1, no. 1, pp. 1-
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King, C, & Grace, D 2006, 'Exploring the Implications of Market Orientation for Hospitality
Employees: A Case Study Approach', Services Marketing Quarterly, 27, 3, pp. 69-90,
Library, Information Science & Technology Abstracts, EBSCOhost, viewed 21
September 2017.

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Kiralova, A, & Malachovsky, A 2015, 'Innovating the Czech and Slovak tourism through
creative tourism', Skyline Business Journal, 1, p. 101, Business Insights: Essentials,
EBSCOhost, viewed 21 September 2017.
Kukanja, M 2013, 'INFLUENCE OF DEMOGRAPHIC CHARACTERISTICS ON
EMPLOYEE MOTIVATION IN CATERING COMPANIES', Tourism & Hospitality
Management, 19, 1, pp. 97-107, Hospitality & Tourism Complete, EBSCOhost, viewed
21 September 2017.
Loda, MD 2014, 'Suggesting a More Effective Way to Use the Promotional Mix in Services',
Services Marketing Quarterly, 35, 4, pp. 304-320, Library, Information Science &
Technology Abstracts, EBSCOhost, viewed 21 September 2017.
Maravić, M, Križaj, D, & Lesjak, M 2015, 'INNOVATION IN SLOVENIAN TOURISM
ORGANISATIONS', Tourism & Hospitality Management, 21, 1, pp. 51-62, Hospitality
& Tourism Complete, EBSCOhost, viewed 21 September 2017.
Nelson, J 2014, Issues of Authenticity in Small Scale Tourism: A study of the McDisney
Experience, Portland State University, Portland.
Prayag, G 2007, 'Positioning the city product as an international tourist destination: Evidence
from South Africa', Tourism (13327461), 55, 2, pp. 139-155, Hospitality & Tourism
Complete, EBSCOhost, viewed 21 September 2017.
Richins, H, & Scarinci, J 2009, 'CLIMATE CHANGE AND SUSTAINABLE PRACTICES: A
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pp. 107-128.
Sakdiyakorn, M, & Sarawak, O 2016, 'Innovation Management in Cultural Heritage Tourism:
Experience from the Amphawa Waterfront Community, Thailand', Asia Pacific Journal

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Of Tourism Research, 21, 2, pp. 212-238, Hospitality & Tourism Complete, EBSCOhost,
viewed 21 September 2017.
Pye, Michael . New York Times (Online) , New York: New York Times Company. Sep
11, 2015.
Examples of best hotel internal views in hospitality market
Appendix i

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Appendix ii

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Appendix iii

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