Hospitality Marketing: Roles, Interrelation, and Marketing Mix

Unit 15 - Hospitality
Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................5
P1) Discuss the key roles and responsibilities of marketing function........................................5
P2) Elaborate the interrelation between marketing and other functional department of
hospitality organisation...............................................................................................................6
TASK 2............................................................................................................................................8
P3) Compare how different organisation of hospitality industry apply the marketing mix to
achieve business objectives.........................................................................................................8
TASK 3.........................................................................................................................................11
P4) Evaluation of basic marketing plan for an organisation. ...................................................11
CONCLUSION: ............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Hospitality industry is a crucial field that provides several services such as food,
beverages, event planning and many more. It provides a range of services and give significant
contribution in overall economic development of country (Avila-Robinson and Wakabayashi,
2018). With the change in current market trend, there are several new as well as recent
techniques have been adopted by hospitality industry. The current report is about Hallmark that
is a five star hotel has headquartered in UK. It has expanded business in different countries such
as Canada, London, U.S and more. Here, roles and responsibilities of marketing functions along
with its interrelation to another organisational functions are discussed in current report. In
addition, comparison has been carried out between two organisations of hospitality industry.
Further, a detailed marketing plan is included in current report to ensure future growth and
success of company.
TASK 1
P1) Discuss the key roles and responsibilities of marketing function
Marketing Concept: It is an important concept as per which customers are crucial key
stakeholders of an organisation. In this, company analyse the needs and wants of customers and
provide them product band service accordingly. In context of Hallmark, managers of entity
undertake extensive research in order to know the prevailing trend at market place. With this,
they are able to provide enhanced services to clients.
Future and current market trend:
In hospitality industry, organisations use digital marketing approaches such as social
media and content marketing, search engine optimization to promote services at wide level thus
enhance sales and profit margin (Baggio and Baggio, 2020). Here, marketers of Hallmark use
various social media platforms such as Instagram, Facebook to stay connected with potential and
existing customers. In future, there is huge scope to use automations and robotics in hotel
industry to provide better services to customers. It will make customers enable to do easy check
ins and check outs using mobile devices that is essential to operate business effectively. Thus,
there are several trends are prevailing in market and can be adopted in near future for the
betterment of whole industry.

Marketing is a series of events conducted by a company to efficiently interact with their
customers and convey the virtue of their products so as to satisfy them and increase the growth
of the organisation. Effective marketing plays a crucial part in the success of any enterprise as it
not only helps the company in promoting it's product it also helps the company in driving away
completion by imprinting the organisations brand in the consumers mind as synonymous to
quality. In context of the hospitality sector, marketing the purpose of marketing is to inform the
consumers about the excellence of various services offered by the hotels. Several marketing
functions used by the British hotel chain Hallmark Hotels with 28 hotels across UK are described
below:
Branding: Building an impactful public image which ensures the organisation to become
substitutable with excellence is important as it brings customers back to avail services of the
hotel (Caliskan, 2019). This task can be accomplished by creating campaigns which market the
unique facilities offered at the hotels. The organisation should focus on creating a brand which
give the customers a sense of eliteness to their customers and motivates them to revisit the hotels
in desire to associate with the hotels elite status. The hallmark hotels has invested to brand itself
as an accessible yet noble establishment and offering top notch services.
Promotion: The hotel industry uses promotion as a marketing strategy to increase
costumers. Promotion is a continuous operation and requires planing so that the organisation can
promote their services at different time periods to different consumers. Such planing is necessary
for the hotel marketing as unlike other industries here customers are not available in same
amounts all year. Hallmark uses special promotion strategies for holiday seasons such as
Christmas or new years. The company also indulges in targets their international customers
during their cultural holidays.
Rewards: Many organisations use planned rewards schemes and lucrative offers to lure
customers. These offers and rewards are placed to give maximum satisfaction to the customers
and ensuring revisits in the future (Chen, Murphy and Knecht, 2016). Limited time offers can be
used to produce a sense of necessity in the minds of consumers which motivates them to avail
the offer before the offer reaches expiration date. The organisation uses this strategy in making
effective and targeted discount offers for their customers. The hotel chain also gives their
revisiting customers special incentives to retain them for a long period of time.