Hospitality and Marketing Essentials

Hospitality and Marketing
Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
P1. Roles and responsibilities of marketing function within the organisation............................3
P2. Roles and responsibilities of marketing inter-relation with wider organisational context....5
P3 Comparison of Marketing Mix elements................................................................................6
P4. Marketing plan.......................................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES................................................................................................................................1

INTRODUCTION
Hospitality marketing refers to the implementation and application of marketing techniques
in the hospitality hotel industry. This report is about the Brown’s hotel which was established in
1837 with its origin in London. The following report examines the role or marketing in hotel and
their interlinkage with the different departments within the industry. It will also conduct a
differentiation of two hotels and their marketing components. Lastly a marketing plan will be
discussed in case on the organisation launching and new product or starting a venture.
P1. Roles and responsibilities of marketing function within the organisation
Marketing is responsible for maximizing hotel's revenues. This can be achieved by
planning strategies in such a way that it will result in increased occupancy of rooms and other
related facilities like accommodation, meeting and banquet halls and other leisure & wellness
facilities. Marketing in hotels includes the studying all the related factors that influence the hotel
industry and also attain a detailed understanding of the needs and behaviour of customers. The
marketing department is also responsible for organising marketing and promotional activities,
and also working closely and monitoring with other hotel staff to make sure that the guest
staying the hotel are satisfied with the facilities and having a good staying experience.
Conduct Marketing Research
Customers tend to select hotels on the base of different factors, such as location, accessibility to
transportation like roadways, railway stations or airports, reputation or affordability. Marketing
Professional of the hotel, their role is to identify the factors that shape hotel in such a way that it
looks appealing to customers. Identify customer feedback on official website or on various
online hotel booking sites to identify the strengths and weaknesses of hotels. Meet with guest in
person or take their follow up through calls. Keep track of changing trends and prices of
packages in the travel industry that could possibility affect the hotel, like demand for inexpensive
family accommodations, or better facilities for business travellers (Baker and Magnini, 2016).
Maximize Customer Awareness
It is the responsibility of Marketing team of Brown’s hotel, is to do proper advertising and invest
in marketing and promotion activities of hotel through online platforms like social media or by
conducting promotional events and sponsoring in some charitable or social campaign etc. And

properly update companies’ website so that people can get access to hotel if they search for them
online. Company website should be tempting enough to attract customers and also have updated
information about the facilities and packages, accommodation prices, other wellness facilities
packages, about the number of conference halls, banquets and their seating capacity detailed
information about the location and locality must be there on the portal. Also do partnership with
destination websites and online booking sites to attain customers in large quantity and can target
larger share of market. Value added services in the hotel will also increase the revenue and will
help in attracting new consumers (Turner and et. al., 2017).
Promoting Your Facilities
Promoting and advertising are essential part of hotel marketing. In order to increase the
occupancy during the low time of the year when travel industry is low and people are busy with
their work schedules. Conducting special events such as pleasure-seeking weekends, offering of
compensatory accommodation for one night’s if they booked for long stay, or free laundry
service or breakfast buffet will also be provided this will help in attract customers and also
increase customer satisfaction and loyalty. Brown’s hotel has several conference rooms, they
avail them to local and small business for their meetings and conferences for a short period of
time at affordable prices in the off season.
Build Customer Relationships
To build a strong customer relationship which is potential from the aspect of profitability. Goos
and efficient customer relationship can ensure loyalty and stability of existing clients and they
will also benefit the company by bringing more new customers for the organisation. The
marketing professional of Brown’s hotel emphasise on maintaining and providing high quality
services to their consumers and guest. They also have a customer loyalty facility which provide a
loyalty card to their guests who are frequent customers and avail different premium services of
hotel. Under this programme the administration will provide bonus credit points to their account
which they can avail as cash point on their next transaction or payment.
Liaison with Staff and Managers
The marketing manager, will also maintain a healthy relationship and bond with other staff and
departmental managers. As the activities of marketing and their functions are inter-related and
dependent on each other. Like with front office department they monitor the booking rates so
that they can promote their accommodation facilities accordingly. Also closely working with the