Hospitality Marketing Essentials

Hospitality Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P1 Explain the key roles and responsibilities of the marketing function within the selected
organization............................................................................................................................3
P2 How roles and responsibilities of marketing relate to the wider organizational context. .5
LO 2.................................................................................................................................................7
P3 Compare the ways in which different hospitality organisations apply the marketing mix to
the marketing planning process to achieve business objectives.............................................7
LO 3...............................................................................................................................................10
P4 Marketing plan for a hospitality organisation to meet marketing objectives..................10
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
The hospitality industry consists of various sectors like accommodation,
transportation, food and beverage, entertainment, lodging etc. Marketing is an important
component for organizations operating in the hospitality industry because it helps them
in serving the customers in an effective manner (Ayuni, 2020). This is because the
industry focuses on creating innovative experiences as well as relationships with its
customers. Organization chosen for this report is Holiday Inn, which is a leading British
group of hotels. The company was founded in the year 1952 by Kemmons Wilson and is
headquartered in Denham, United Kingdom. The report includes an explanation of the
key roles and responsibilities of the marketing function within a selected organization. It
also includes a comparison between different ways in which hospitality organizations
apply the marketing mix to the marketing planning process. Lastly, a marketing plan for
the hospitality organization in order to meet marketing objectives is also included in the
report.
LO 1
P1 Explain the key roles and responsibilities of the marketing function within the
selected organization
Marketing is one of the most important functions within an organization and
involves the organization undertaking various activities in order to promote its products
as well as services. The different activities can include advertising, promoting, branding
and delivering products (Crain and et.al., 2019). The current trends in marketing involve
artificial intelligence, virtual reality, personalization, video content etc. Marketing is a
function that is expected to grow even bigger in the future. The results of various studies
that have been conducted show that a large percentage of the customers may be
managed through artificial intelligence in the future. The various marketing processes
that are undertaken by the marketing function of an organization include situation
analysis, marketing mix and implementation and control. The marketing function has
various roles as well as responsibilities within an organization. The same are explained
below in context to Holiday Inn hotels.

Listening to customer needs – In order to establish a successful marketing
strategy, it is important to have a proper understanding of the needs as well as
preferences of the customers. The marketing function within Holiday Inn is responsible
for receiving feedback from the customers. This includes creating surveys or obtaining
information from the sales team that can help in enhancing overall marketing strategies
for the future (Dayour, 2019). This helps in gaining a better understanding about the
needs as well as preferences of existing as well as potential customers. As a result,
their needs are satisfied in an effective manner. The marketing function also performs
actions in social networks to convert users into customers.
Searching for new marketing tools – The marketing function plays an
important role in being updated with the latest tools and trends in the market. The
marketing function of Holiday Inn is responsible for researching about new and
innovative marketing tools and using them in order to promote the services among
potential customers and maintain their engagement on social media platforms. New
tools not only ease out the process of conducting various marketing activities, but also
help in ensuring a high level of user engagement.
Monitoring and managing social media – This is another role which is played
by the marketing function of Holiday Inn. The employees within the team contribute to
effectively maintaining and managing the different social media pages across various
platforms like Facebook, Instagram and Twitter. The function ensures that all accounts
are managed carefully. It carries out the promotions activities in order to attract a
greater number of customers (The Role of a Marketing Department, 2020).
Innovate – Customers always look out for things that are not only unique, but
also satisfy their needs (Hall, O’Mahony and Gayler, 2017). Thus, the marketing
function works on new and innovative product and service ideas, techniques to retain
customers, promotion ideas, improvements in the conversion of their actions and
messages etc. This helps the respective organization in gaining the attention of new
customers as well as retain the existing ones for a longer period of time.
Conducting marketing and customer research – Research is an important
component for any organization as it helps in identifying as well as defining the target
markets effectively. Not only this, marketing research helps the respective organization