logo

(PDF) Hospitality Marketing Research

   

Added on  2020-05-11

19 Pages4819 Words70 Views
Running head: MARKETING IN HOSPITALITYMarketing in HospitalityStudent’s name:Name of the university:Author’s note:

1MARKETING IN HOSPITALITYTable of ContentsIntroduction......................................................................................................................................2TASK A...........................................................................................................................................21.1 Discussing ideas of marketing for hotel industry......................................................................21.2 Analysing the influence of the marketing situation on the hotel industry.................................31.3 Evaluating the importance of consumer markets in the hotel industry.....................................41.4 Discussing the reasoning for developing various market segments..........................................52.1 Analysing the significance of elements of the marketing mix to the hotel industry.................62.2 Analysingthe policies and pricing strategies related to the hotel industry................................84.4 Analysingthe application of marketing strategy for an appropriate service..............................9TASK B.........................................................................................................................................113.1 Evaluatingthe implication of the promotional mix..................................................................113.2 Plan for a compatible advertising campaign for hotel industry operation...............................123.3 Analysing the implication that public relations and sales promotion do in promotional effort.......................................................................................................................................................134.3 Assessing the suitability of various media for marketing of hotel..........................................14TASK C.........................................................................................................................................144.1 The importance of market research to hotel operations...........................................................144.2 Undertaking market research for hotel industry......................................................................15Conclusion.....................................................................................................................................15Reference List................................................................................................................................17

2MARKETING IN HOSPITALITYIntroductionMarketing is an important aspect of any service industry for ensuring success. Themanagement of a hotel, it is very significant to do marketing in order to retain existing customersand to develop the market. The aim of the study is to highlight the aspects of the marketing in thehospitality sector in organising strategies to deliver the marketing plan. In the first part of thestudy, the concept of marketing will be explained and in the latter part, marketing mix,promotional mix and marketing cycle of the service industry will be described. In order tocontinue the study, Four Seasons Hotels has been chosen. This is a privately own hospitalitycompany and it operates more than 43 countries (Fourseasons.com 2017). Headquarter of thishotel is in Toronto, Canada. TASK A1.1 Discussing ideas of marketing for hotel industryIn the hotel industry, marketing is very important in order to meet the desires of theconsumers. In hotel services, varieties of services are part of the marketing, like dining,restaurant, leisure and accommodation. As stated by Lilienet al. (2013), hospitality sales arequite different from the selling of consumers goods as in hotel industry, marketers have to selltangible products and intangible products too. The success of the marketing depends on thefeelings of the customers and hotel industry is mostly created for tourism. In the hotel industry,the brand image is very important along with customer services. Marketers in hotel industry wantto create brand recognition so that customers visit their hotels again and again. Repeat incustomers visiting can increase the revenue of the hotel. Four Seasons Hotels management

3MARKETING IN HOSPITALITYbelieves that relationship with customers can create stable revenue base. Four Seasons Hoteldoes promotions during certain times when the business needs the boost and through promotions,they introduce offers and discounts. Four Seasons Hotel uses marketing myopia as the hotels’management strictly views the marketing from the standpoint of specific selling of the services. 1.2 Analysing the influence of the marketing situation on the hotel industryMarketing environment of a company consists of the external and internal factors that canaffect the organisation’s ability to develop and continue successful relationship and transactionof an organisation’s target customers (Goffenett et al. 2016). It has been noticed that marketingenvironment can impact hotel industry as well and macro environment influences in the hotelindustry as consumers’, employees and agencies all can suffer from this. Four Seasons Hotel hasits hotels also in the UK and political factors of immigration laws can impact on the hotels. Inthe hotel industry, people with disabilities can have the employment opportunity in the hotels.Employees in some of the sectors as per the UK laws have paid and unpaid holidays. Moreover,in economic factors, UK’s GDP has been going down; however, the tourists from all over theworld come in the UK. However, in the UK, the demand for luxury hotels has been decreaseddue to the impact of Brexit (Bowie et al. 2016). In the UK, the hotels with lower prices havebeen increased in last two years. In addition, social factors of demographic elements, such asage, income distribution and ethnicity pose a significant impact on hotels. Moreover, the culturalbeliefs and consumerism can impact on the hotel industry as people's behaviour in spendingluxury hotel is important. Technological factors are important for hotels nowadays because thehotels put their advertisements on social media and online in order to reach maximum guests. Inorder to make bookings, many customers use mobile-based apps and e-commerce. Advanced

End of preview

Want to access all the pages? Upload your documents or become a member.

Related Documents
MARKETING IN HOSPITALITY INTRODUCTION 3
|15
|3844
|341

Role of Marketing Environment in Hospitality Industry
|24
|3941
|69

Impact of Marketing Environment on The Ledbury Restaurant : Report
|12
|4285
|112

Marketing in Hospitality Assignment
|14
|4468
|79

Marketing in Hospitality Industry Assignment - Qbic Hotel
|15
|3565
|301

Marketing in Hospitality Industry Assignment - Granada and Thomas Cook
|17
|4208
|170