Hospitality Marketing Essentials

Unit 15 - Hospitality
Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Marketing and current and future trends of marketing................................................................3
Marketing processes....................................................................................................................4
Roles and responsibilities of marketing function in context of organisation..............................5
Influence of marketing and Interrelation of marketing with other functional departments........6
How roles and responsibilities of marketing relate with wider organisational context...............7
Value and importance of marketing role.....................................................................................8
Application of marketing mix......................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Hospitality marketing essentials refers to key elements of marketing that are part of
marketing activities at hospitality organisation. Marketing can be defined as societal process
through which groups and individuals work on what they need and desire by creating, offering
and exchanging products and services that have value with others. This report aims at discussing
different elements of marketing that involves its concepts and trends and process of marketing.
Followed by this roles and responsibilities of marketing along with influence of marketing and
its interrelationship with other functions will also be discussed. Report will also discuss value
and importance of marketing along with application of marketing mix by different organisations.
This report will contextualise Conrad London St. James hotel for discussion. This hotel is
international brand of luxury hotel and resort founded in 1985 and is headquartered at McLean,
Virginia, United State and is owned and operated by Hilton Worldwide.
MAIN BODY
Marketing and current and future trends of marketing
Marketing can be defined as activities or set of activities that an organisation undertake to
promote sell of their products and services. As defined by American Marketing Association
marketing is a process of planning and execution of conception, pricing, promotion and
distribution of ideas, goods and services to create exchange that satisfy individuals and
organisational goals.
Concepts of Marketing
Production concepts- This concept of marketing considers that consumer prefer goods and
services that are widely available and are not expensive.
Product concept- As per this concept of marketing consumers and customers prefer goods and
services that offer best performance, highest possible quality and unique and innovative features
(Grzegorczyk, 2017).

Selling concept- This is concept that considers that consumers of an organisation will only buy
their products when they are sold aggressively and this requires aggressive promotion.
Marketing concept- This is concept of marketing in which organisation develop products on the
basis of needs and desires of consumers in order to ensure they are purchased by customers.
Societal marketing concept- This is a concept in which organisation considers society as
connected unit of target market and works on delivering value to improve society.
Current and future trends of marketing
Current Trends
Mobile Booking- This is one of the trend in marketing that Conrad London St. James requires to
consider. This is a trend in which guests and customers are increasing using mobile for booking
hospitality services and this requires that booking services are mobile friendly.
Sustainable marketing- This is another current trend in hospitality marketing that Conrad
London St. James requires to consider. Sustainable marketing involves identifying impact of
hospitality practices on environment and taking actions to reduce that impact.
Future Trends
Personalisation- This involves offering personalised services to customers because this trend
will increase its value (Lim, 2017). The reason behind this is that customers and guests now
expect personalisation of services offered to them.
Influencer marketing- This is fastest growing marketing strategy in hospitality industry. This is
strategy which involves traditional word-of-mouth marketing strategy using technology. In this
influencers promote hospitality organisations to create and increase brand awareness.
Marketing processes
Mission- This is first step of marketing process that involves developing mission for marketing
activities of the company.