Hospitality Marketing Essentials

Hospitality Marketing Essentials

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Key roles and responsibility of the marketing function........................................................1
P2. Explain how roles and responsibility of marketing related to the wider organisation
concept.........................................................................................................................................4
TASK 2............................................................................................................................................7
P3. Compare the way in which different organisations apply the marketing mix to the market
planning process to achieve business objective...........................................................................7
TASK 3............................................................................................................................................9
P4. Produce and evaluate basic marketing plan for an organisation...........................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Hospitality sector is considered as wider industry that incorporates various classifications of
services like food & beverages, theme parks and others. With changing period such as COVID-
19, Brexit etc. respective industry has changed their facilities at huge scale. Marketing is defined
as practices, methods and set of activities in order to communicate, develop, deliver and
exchange products or services that are valuable for audiences, communities and many more at
large level (Amatulli, De Angelis and Stoppani, 2020). For respective report, the chosen
company is InterContinental Hotels Group plc, it is known as the British multinational
hospitality firm having headquarters is in Buckinghamshire, Denham, England, UK. It have
around 889, 582 guest rooms as well as also it have above 5, 900 hotel in across 100 countries.
The topics which are going to be discussed in this report are marketing function’s role and
responsibilities, marketing process, interrelation among marketing and other functional units.
Moreover, the comparison among the ways both firm adopt marketing mix is explained. Apart
from this, marketing plan is also discussed in this report.
TASK 1
P1. Key roles and responsibility of the marketing function.
Definition of Marketing
Marketing is regarded as the societal procedures through which persons as well as groups
gain what they required as well as desires by developing, providing and freely exchanging
offerings of value with others. – Philip Kotler.
Concepts of Marketing and their current and future trends
Marketing concept is defined as philosophy which entity should determine their consumers
desires as well as then develop decisions form satisfying that requirements, effective than its
competitors (Camerano, 2020). There are few concepts of marketing which may be helpful for
InterContinental Hotels Group plc are described underneath:
 Production concept: This is regarded as the traditional concept. Moreover, the concepts
which is supported by respective concepts states that the offerings which are much
reasonable could be recommended by audiences. Whereas on other hand, it is sometimes
leads towards myopia of marketing development and firm adopting this undertakes
greater risks of not achieving actual goals.
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 Product concept: This concentrates upon products. Moreover, it is the philosophy that is
supported by this states that, only those offerings would be favoured that are highly
innovative, performance and renders much standardized quality of services to audiences.
Also, the tactics which is opted through respective concepts concentrates on ensuring
continuous development within offerings.
 Selling concepts: Respective concepts consider that promotion is vital tactics which
induces willingness within audiences and trends in order to maximise offerings selling.
Moreover, associated with high risk, entity adapt this concept undertake implementing
aggressive selling sessions.
 Marketing concept: It aids the ideas hat entities have undertake through considering
marketing desires and audiences expectation in considerations which would results within
profit.
 Societal concept: This undertakes that offerings which would be advantageous for entity
as well as society. Moreover, it ensures welfare of person is an essential reason of
product formulation.
Therefore, among whole above, marketing concepts is efficacious for InterContinental Hotels
Group plc as it aids them to acknowledge the potential audiences desires and requirements and
obtain much profit.
Current trends:
Recently, Entity has been adopting several ways of marketing in order to acquire at
audience’s attention towards their offerings (Guillet, 2020). Therefore, few current trends which
InterContinental Hotels Group plc adopt for their marketing are described below:
Voice search: Within current times, voice search are emerging as one of the vital trends
of hotel marketing as well as there are various tactics which could undertake benefits of this. For
instance, InterContinental Hotels Group plc can execute voice search into hotel rooms and
thereafter promoted as way of grabbing consumers’ attention. Moreover, it could be attained
through incorporating smart speakers or hubs into their hotel rooms, enabling guests to utilise
them for gaining current information of tourists or for booking hotel service from comfort of its
room.
Future trends:
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