Service Marketing in The Victoria Hotel

This study explores the adoption of new service in the tourism and hospitality industry, focusing on The Victoria Hotel. It discusses the importance of service in the business, elements of service that can be used in tourism development, service hierarchy, existing strategy, and marketing recommendations.

Services marketing
The Victoria Hotel

Contents
Introduction......................................................................................................................................3
Importance of service in the business..............................................................................................3
Elements of the service that can be used in the tourism development............................................4
Service hierarchy.............................................................................................................................4
Existing strategy by including service marketing theory and concept............................................7
Marketing 7ps of the service............................................................................................................8
Marketing recommendations...........................................................................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

Introduction
The study has introduced the adoption of new service in the tourism and Hospitality service.
Tourism and Hospitality service in Australia has accumulated 50% in the GDP of the country.
Thus, a new innovation of the cloud software service in The Victoria Hotel has been highlighted
with a few models and theories.
Importance of service in the business
Different technologies in the hotel industry are increasing the efficiency of the staff and
employees which is making possible to compete with the competitors in the market. Adopting
the cloud-based hotel management software service can help The Victoria Hotel to benefit the
consumer with more flexibility and agility(Setupmyhotel.com. (2019). This can also improve the
business process by maintaining the client relationship in Australia. SAAS is one of the
important solutions that can be applied in The Victoria Hotel which will serve to provide world-
class services by keeping the cost as low as possible.
The different function that clouds based SaaS service will help the industry are:
 Reducing the cost and improve in the network and data backups.
 It will improve in the reservation management to housekeeping activities.
 It will help the customers and the tour operators of the hotel to manage the reservation
and book the tickets online.
The data regarding customers and employees of The Victoria Hotel which is stored in the cloud
will help to maintain the high-security level in the organization by keeping a backup of the
existing data. Applying this service will help to manage the front office task for tracking and

resolving the housekeeping issues and ensuring efficiency with customer satisfaction.The Cloud
Service will maintain the scale up and will expand numerals users to access the details of the
hotel, book the hotel, etc without paying any extra cost.
Elements of the service that can be used in the tourism development
Adopting of SaaS in The Victoria Hotel will focus on best practices by maintaining the
Regulation and rules. The different elements for implementing and tackling the service in the
hotel are:
Cost per acquisition: This is one of the clear parts of the marketing which removes wrong
channels and improve in the cost per acquisition of the hotel. This will develop benefit for
generating a direct sale in the organization and will develop a relationship with the customers
who are attending the different section of The Victoria Hotel (Hsu, 2018). This will also improve
services and communication internally and externally.
Churn rate: Adopting the services will improve in the work environment and will determine the
growth rate of The Victoria Hotel. A high churn rate will be mentioned by focusing on the needs
of the customer as well as the staffs. Along with this it will also determine the problem and will
fix it for maintaining a healthy business.
Monthly recurring revenue: The service will calculate the monthly recurring revenue of the
organization and will focus on the products and services that the hotel is providing for the
customers. It will also maintain the recording cash flow system of the organization and will
maintain sustainability by maintaining the growth of The Victoria Hotel.

Service hierarchy
The service will focus on the service hierarchy that will focus on the different levels of the
business and will define the work that will mention the support in the hotel(Zhu, et al. Big SaaS).
The hierarchy service will be responsible for generating tangible commodity for the business.
Saas software service will improve in the finance, production, manufacturing field of The
Victoria Hotel which will include all the employees.
Figure 1: Hierarchy of the services in The Victoria Hotel.
(Source: Setupmyhotel.com. (2019)
Along with this, the service focused on three important hierarchy part which are:
Core: In most of the industry, SaaS is based on the subscription model so it will act as the
development of connectivity with a lower cost of entry to the hotel. This will maintain the
pricing strategy of the organization and will focus on the cost of booking the hotels. This will
also allow the organization to make specific needs easily. This will help customer to maintain
deluxe hotels and other standard customized services that are interlinked with cloud-based
services.

Facility: The Cloud Service will help the customers to manage their payment and book their
hotels from online and also can share the feedback(Nadda, et al., 2017). Along with this, the
staffs will be able to keep a track on the new customers and configure PMS for the restaurant
data and booking policies.
Supplementary: The different Supplementary Services will help to enhance:
Information: The service will take the information from the customers automatically and
operate it within time.
Order tracking: Adopting the service will help to take the order directly through the phone to
which will help to save the time for customers as well as the staffs in The Victoria Hotel.
Billing and payment: The bill be paid directly while checking out through application and the
customer will receive an electronic bill.
Hospitality: The adoption of SaaS service in the hotel will improve the quality by improving the
satisfaction with the core product of the guest.
It has been noted that the physical goods and services of the hotel are divided into:
Intangibility Perishability Simultaneity or
inseparable
Heterogeneity
The products that
cannot be seen and
tested or touched can be
defined as the
intangible to the
product.
SAAs service will focus
This service is basically
cannot be stored or
saved.
It service resource
allocation in the hotel
which will help the user
to maintain the website
This will focus on the
extended period of time
where SaaS will help to
monitor the services
benefited to the
customers.
For example, the
Variability in
experiences will cause
the location and service
provider. The quality
and level of services
will differ between the
vendors that are

on the comfort security
and positive
experiences of The
Victoria Hotel.
of The Victoria Hotel
easily.
production of food
electricity, etc cannot
be separated from
consumption.
operating in The
Victoria Hotel and will
focus on the different
services in the occasion
period.
Existing strategy by including service marketing theory and concept.
It is important for the SaaS services to develop for adopting the challenges and measuring the
success in the hotel industry. Cloud computing services can be adopted with the services
marketing triangle in the hotel.

Figure 2: Service marketing Triangle
(Source: Hsu, October)
The application of the service will improve in the three groups especially in:
External marketing: The model and the service will improve in the promotional effort aimed at
potential customer and guest. This will create a promise between the organization and the guest
in the hotel.
Internal marketing: This will focus on the training, culture and internal communication for
enabling the services of the employees and deliver on the promises.
Interactive marketing: This will help to exchange communication between the employees and
guest directly without creating any miscommunication and issues.
The service of SaaS service will also focus the need for a quality of the service in different
sectors of the hotel (Theseus.fi. 2019). It will focus on the quality of the services that are offered

by the different services in The Victoria Hotel and also with the consumer-oriented Marketing
concept. The general theory of remote service marketing development has followed with services
that are offered by The Victoria Hotel and the products for enabling the application of existing
marketing theories.
Marketing 7ps of the service
The service marketing mix is unique to services and is very important to develop the service that
is chosen in the study for the hotel industry.
Product: The cloud-based services will be intangible and will help to maintain the hotel room
with price and checking facility without wasting time. Also, it will help to collect the luggage
into the room without any problem.
Price: The chunk of money that the supplier will set for The Victoria Hotel will be determined
by the SaaS the service and would maintain the sales in the organization.
Place: It will analyze the geographical area around Australia and will focus on the different new
products and services that are emerging in the market.
Promotion: The service will remove the risk by promoting the brands using testimonials and
highlight the quality of the products.
People: Popular the defining factor of the service delivery in The Victoria Hotel so adopting
SaaS services help to mention the quality of the food, needs, and demands of the customers and
will improve in the training Strategies for the employees.
Process: This will focus on the network or website for distribution of the services into the
different parts of the place (Concordia University, St. Paul Online. (2019). It will also focus on
home delivery if the customer wants.

Physical evidence: It is an intangible service so so it will reduce uncertainty and will manage the
time by making the work easier.
Marketing recommendations
It is recommended that along with SaaS, WeBee can be implemented to maintain the end to end
guest experience management solutions (Smallbusiness.chron.com. 2019). Along with this, it is
also recommended to focus on other developers as the market is changing daily. The new
marketing service of WeBee can help in:
Product Price Place Promotion People Process Physical
Evidence
This will
improve in
the food and
beverages,
banquet hall
and health
and
Wellness
facilities in
the hotel.
Adoption of
this new
service will
help the
hotel
industry to
focus on the
price of
food,
Deluxe hotel
and tour
package for
the
tourist(Mahe
The service
will help the
hotels to
expand their
location in
outskirts of
Australia or
can also
focus on the
international
market.
This will
benefit the
travel agents
to
collaborate
with
booking.co
m, travel
advisor and
Hotel
website to
gather more
new
Feedback
will be
taken from
the people
and direct
communicat
ion will be
done
according to
their needs.
This process
will be
effective in
the peak
season
which will
help to
maintain the
portal
services and
will reduce
the work of
the
It will
improve in
the services
of
controlling
the AC and
other basic
necessities.

sh, 2015). customers, employees.
Conclusion
The study has concluded about the different elements of the services which are introduced for
maintaining the business prosperity in Australia. Also, 7ps have been described for the other new
service and the old service.

References
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outsourcing (RPO) in the Indian Hotel Sector. International Journal of Academic Research in
Business and Social Sciences, 7(2), pp.218-236.
Salih, N. K., and Zang, T. (2016). Need of Autonomic Management SaaS
Application. International Journal of Computer Science Issues (IJCSI), 13(5), 146.
Setupmyhotel.com. (2019). Marketing Mix - Hotels | Resorts | Restaurants. [online] Available at:
https://setupmyhotel.com/train-my-hotel-staff/sales-and-marketing/285-marketing-mix.html
[Accessed 6 Jun. 2019].
Smallbusiness.chron.com. (2019). Service Marketing vs. Product Marketing in Hotels. [online]
Available at: https://smallbusiness.chron.com/service-marketing-vs-product-marketing-hotels-
23637.html [Accessed 6 Jun. 2019].
Theseus.fi. (2019). [online] Available at:
https://www.theseus.fi/bitstream/handle/10024/103657/Talabi_Juwon.pdf?
sequence=1&isAllowed=y [Accessed 6 Jun. 2019].
Van Niekerk, M., 2016. Business, Technology, and Marketing Trends Influencing the Financial
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