The Hospitality and Tourism Customer Experience

This report discusses the importance of customer experience in the hospitality and tourism industry. It provides an overview of Hilton St. George Park, identifies their target audience, examines their brand positioning using theory, and explores how the organization meets the needs and wants of its customers through the marketing mix.

The Hospitality and
Tourism Customer
Experience

Table of Contents
INTRODUCTION................................................................................................................................3
MAIN BODY.......................................................................................................................................3
1. Provide a brief overview of Hilton St. George Park and identify their main target audience...3
2. Provide an overview of its brand and identify how the brand is positioned in relation to its
competitors, using theory.................................................................................................................5
3. Identify how the organisation meets the needs and wants of its customers through the
marketing mix..................................................................................................................................6
CONCLUSION....................................................................................................................................8
REFERENCES.....................................................................................................................................9
Books & Journal:.............................................................................................................................9

INTRODUCTION
Tourism and hotel industry is changing with changing period of time. It has become
important to focus on customer attraction tourist places so that status of country and economy
increases. Hilton St. George Park, which is four star hotel headquartered in UK. As it is branch of
Hilton Chain hotels, it is easier for them to attracts potential customers for their business. This
report comprises of overview of hotel, identifying target audience, overview of brand &
identification of brand theory and concept of marketing mix. Customer experience in tourism plays
vital role because they are uses services. It is responsibility of manager to make ensure that positive
relationship is maintained & business generates profits.
MAIN BODY
1. Provide a brief overview of Hilton St. George Park and identify their main target audience
A) OVERVIEW
The chosen tourist attraction which is Hilton St. George Park is a four star hotel situated in
UK. It is located six miles away from west of Burton upon Trent & hotel is close to M1, M6 & M42
motorway links. It is also to be considered as home to all 24 England teams & an inspirational
centre for coach education. This hotel is equipped with modern art and equipments which are the
eye catching point for tourists as well as customers. Moreover, it has wide space for parking which
is covered with security and CCTV'S. They provide food of high quality and take care of guest and
customers demands as well as requirements. It also deliver ample number of amenities such as
pool, bar/ lounge, business centre with internet access, fitness centre, spa etc. (Smit, 2018).
Manager of hotel make ensures that customers get positive experience when use hotel services &
when they checkouts. Hilton St. George Park is expanding and introducing new services to deal
with increase of competition in market. For example- they provide additional discounts offers to
their old and regular guests, deliver ad ons facilities on foods and rooms depending upon users
requirements.
B) Identify target audience
In tourism industry, it is important to identify and examine the potential audience for
business so that decisions regrading the business functions, operations and functions are taken with
proper manner. In relevance with chosen hotel, they target their audience through using marketing
approach such STP(Adhikari, 2016). It is elaborated as Segmentation, Targeting, Positioning which
is method used by organisations to identify their potential audience in market. Through this
approach, it is easy to select and target appropriate market for business activities. This method is
further explained below-

 Segmentation- It is process of dividing of market on the basis of variable such as
demographic, psycho graphic, geographic etc. (Godovykh, 2020). In this, firm try to identify
customers at broader level. In reference with Hilton ST. George Park they divide their
market on basis of Demographic variables which comprises of several factors such as Age,
Gender, Occupation etc. d With help of this, manager of hotel is able to develop &
implement strategies for business.
 Targeting- Further comes the targeting in which main purpose is to target the identified
market segments. In this, targeting is done on several factors like selected hotel use
demographic segment which provides higher rate of interest and return. Also, other factors
which are being considered are measurable, accessible, profitable etc. on basis of which
targeting is done.
 Positioning- It is one of the crucial aspect of approach as in this value is provided and
decided by firm according to which prices are also set. Positioning is defined as creating a
value for a brand or product in minds of customers and in market. It is often seen that most
of end users uses services or products after comparing position of brand to other.
2. Provide an overview of its brand and identify how the brand is positioned in relation to its
competitors, using theory.
Hilton ST. George Park is four star hotel situated in UK close t6o Motorway links. It
provides and delivers ample number of services with aim to attract more & more customers for
tourism. With affordable prices of their rooms & other services it is easier for them to generate
profit for business as guests books rooms and use their hospitality at larger scale. They have
updated and advanced securities as well as updated management system through which they
managers every clients or customers details confidential so that it is not misused by any other third
party (Phan, 2020).

The brand positioned itself while using Porter Generic Matrix. It is a theory which is used
by firms to gain competitive advantage & position themselves in market.
From the above stated picture, it is seen that this matrix comprises of four quadrants which
is further explain below-
Cost leadership- It is a strategy in which company try to be the lowest leader in market
through they lower cost of product to gain large customer base and market share growth. In
reference with chosen firm, they do not prefer this one because they positioned themselves as
premium hotel in market. In comparison with their competitors such as Hoar Cross Hal spa hotel
which is situated 4.2 KM away from location uses this strategy in some their services (Wuryandani,
2018).
Differentiation- In this, company differentiate itself from their competitors in market to
increase their awareness within the specific market. In context with Hilton St. George Park, they
use this strategy & positioned themselves as different from others. This is because they are located
in the middle of the city area & also in comparison with Hoar Cross Hal spa hotel, Hilton provides
services to all types of end users whether guests are for professional, personal or social purpose. By
this, they consider their position in market different from others (Wang, 2016).
Cost focus- It specifies that company's lowers their cost in niche market or say in target
segment (Hu, 2020). It is mostly done to promote brand position or acquire customers in specific in
area. The selected corporation use this strategy for their brand position at time of peak period. As it
is also adopted at time of festivals or events with aim of competing with competitors.
Differentiation focus- This is another strategy which is used by organisation for their
positioning in which differentiation regrading products is done at target segments or area. It is also
used in niche area to gain short term advantage for business. So, chosen organisation position their
brand by using this strategy by providing redeem cards to customers which they can use at time of
bookings or checkouts.

3. Identify how the organisation meets the needs and wants of its customers through the marketing
mix
Organisations fulfil needs & wants of customers through using marketing mix in proper
manner which is discussed below-
Marketing Mix- It is procedure or say strategy of firm to promote their brand in market.
(Iyer, 2019). It includes several components which are mentioned below-
 Product- Hilton St. George Park is hotel with brand name and uses varieties of products
for their business expanding. They provide products such as different club memberships to
customers for example- diamond membership is mostly used by guests.
 Price- The pricing strategy of chosen hotel is decided according to market portfolio and
analysing competitors tactics. They have a different prices for their product according to use
of services by customers. Then, mostly use psychological pricing strategy for their business.
 Place- It refers to location where he firm is located. So, selected hotel is located in main
city area which is linked to motorway links M1, M42. Customers are easily accessible to the
location and is very convenient (Islami, 2020).
 Promotion- It is essential for enterprise to promote their brand by using promotional
techniques. There are various ways of promotion such as social media tools, offline modes
like boardings, brochure etc. In context to given hotel, they use social media as their
promotion strategy.
 Physical evidence- The hotel have physical evidence as they are located physically & via
online websites. Moreover, they also uses documents for keeping and booking records of

end users.
 Process- It is defined as process used by business to deliver products to end users. In
relevance with taken hotel, they have the best processing system compared to their
competitors (Hales, 2017). They use updated systems & skilled staff for managing their
products and delivery through focusing on delivery time, in store wait time, communicating
with customers etc.
 People- It involves people who are involved in delivering of the project, product to end
users. In relation with selected entity, they hire potential employees who are capable of
handling and dealing with end users on daily basis (Wu, 2018).

CONCLUSION
After a brief analysis of above report, it is concluded that hospitality & tourism customer
experience is necessary to be carried out in proper manner so that objectives of tourism destination
is achieved. In this present report, discussions have been made about use of STP approach,
overview of hotel, brand position and theory and at last concept of marketing mix is discussed in
brief. It is examined that tourism sector has the great impact on customers experience.

REFERENCES
Books & Journal:
Smit, 2018.Sustainable customer experience design: Co-creating experiences in events, tourism and
hospitality. Routledge.
Adhikari, 2016. Appraisal of literature on customer experience in tourism sector: review and
framework.Current Issues in Tourism,19(4), pp.296-321.
Godovykh, 2020. Customer experience in tourism: A review of definitions, components, and
measurements.Tourism Management Perspectives,35, p.100694.
Phan, 2020. A research on guest satisfaction at Hotel St. George Helsinki.
Wuryandani, 2018. STP analysis in marketing pigmented rice as functional food.KnE Life Sciences,
pp.128-135.
Wang, 2016. Integrating correspondence analysis with Grey relational model to implement a user-
driven STP product strategy for smart glasses.Journal of Intelligent Manufacturing,27(5),
pp.1007-1016.
Hu, 2020. Mapping hotel brand positioning and competitive landscapes by text-mining user-
generated content.International Journal of Hospitality Management,84, p.102317.
Iyer, P., Davari, A., Zolfagharian, M. and Paswan, A., 2019. Market orientation, positioning strategy
and brand performance.Industrial Marketing Management,81, pp.16-29.
Islami, 2020. Linking Porter’s generic strategies to firm performance.Future Business Journal,6(1),
p.3.
Hales, 2017. Uber's Competitive Advantage vis-à-vis Porter's Generic Strategies.IUP Journal of
Management Research,16(4).
Wu, 2018. Marketing mix, customer value, and customer loyalty in social commerce.Internet
Research.
Datta, 2017. How well does consumer-based brand equity align with sales-based brand equity and
marketing-mix response?.Journal of Marketing,81(3), pp.1-20.

Abedi, 2019. Nurses’ Perspectives on the Impact of Marketing Mix Elements (7Ps) on Patients’
Tendency to Kind of Hospital.Ethiopian journal of health sciences,29(2).