Hospitality Marketing Essentials

This document discusses the roles and responsibilities of marketing in the hospitality industry, the importance of interrelationship between marketing and other functional units, and a comparison of different hospitality organizations in the marketing mix. It also includes a marketing plan for Ritz Hotel London.

Hospitality marketing
essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Roles and responsibilities of marketing function........................................................................3
Importance of interrelationship between marketing with other functional units.........................5
Comparison of different hospitality organization in marketing mix...........................................6
Marketing Plan for Ritz Hotel London........................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES................................................................................................................................1

INTRODUCTION
Hospitality is relation between host and guest, where hot attend guest with their goodwill,
regard entertainment of guests, visitors and reception. It also manner to delicacy others, this is
work of hospitable visitor for example in hotels. It plays fundamental role in reducing sales
volume of organization which could be either followed by every business (Andersson,2018). The
Ritz-Carlton hotel company is multinational organization which function the luxury hotel chain.
Company has numerous resorts across countries. This report analyses role and responsibilities of
marketing environment and interrelationship between marketing with other functional units. This
report also evaluate different tactics which is applied in business objective to demonstrate
hospitality organization along with marketing plan that meet to achieve goals.
MAIN BODY
Roles and responsibilities of marketing function
Marketing is essential part for organization as it set of institution, creating process,
communicating, delivering and have value for their customer, partner or society at range. It also
refers to buying and selling of goods and services for making customer satisfaction with their
needs and wants.
Roles of marketing function-
Meets consumer desired and wants:- Marketers identify their needs and wants in customer like in
Ritz hotel they try to fulfil consumer by having new menu cards, services and new technological
for achieving more target audience. Desired and wants can be influenced shape of cultural and
single personalities. As they can be satisfied through exchange process at market with buying
and selling of goods and services.
Secure organizational development and reputation:- Marketing function helps business in
developing their objective for consumer desired (Buhalis and Leung, 2018). In Ritz hotel
marketing is essential in satisfying customer expectation as they can have different types of
services that need to be complete, and they are the best promotional gadgets for developing their
hotels skills.
Adapting right price:- Price for every item and rooms price must be important for marketing.
While having price reasonable many more customer visit Ritz-Carlton hotel. Marketing
strategies helps them in setting fair prices, preparing right approaches and cooperate with
changing environment. The exchange process moves smoothly if prices are fixed and flexible.

Better products offering:- Ritz-Carlton offers good product to their loyal customer and keep them
connection with providing some offers, discount and rewards. Services being divided into
intangibility and inseparability. Thus, marketing functions may active role in designing
organizational structure and manage product offers.
Direction of need:- Marketers are skilled professed who influenced even, regulation and
constitution of demand (Cui and Xiao, 2019.). Ritz-Carlton customer demand can be sometime
negative either positive which helps them out in dealing different level of demand in competition
market.
Occurrence social responsibilities:- Improving in consumer prospect, government rules and
regulation as they strained company to activity high level of social responsibilities. Therefore,
social marketing also play important in market of Ritz-Carlton to promote their products and
make them more developed in countries along with loyal customer. For example Ritz-Carlton in
rural location being to develop.
Economic growth:- Marketing the best skills to create demand among competitors. Increasing
demand may leads to encourages production and distribution activities. As result in increasing
Ritz-Carlton assistance and modification income level for rising employment opportunities. In
improving modular of living by contribution superior and well-developed products. Thus,
economic growth is overall modified.
Responsibilities of marketing functions-
Perception to customer needs:-It is most important to keep connection with customer so by that
marketer can easily understand and listen throughout their problem and analysis their conflicts.
Internal of Ritz-Carlton create surveys for sales person and customer support team that can
enhancing and redirecting marketing strategies for future (Johnson And et.al., 2019). Outside of
company they perform as researcher and develop actions on social networks for understanding
their customer through social networking sites.
Tracking trends and control competition:- Most necessary for company to know bout their
competition in market. Ritz-Carlton hotels keep watching towards their customer trends along
with that also keep on identifying their mistake in previous trends where they have done their
mistake for achieving more motive.
Brand values:- In Ritz-Carlton most of their products like towels, shampoo are branded. So that
more of customer can be attracted towards that and more come to know about their products and

services. As generally that items are luxury while high income or middle level income can afford
that products.
Innovative:- Customer can be surprised every day while by having more innovation in their
products. In Ritz-Carlton regular basis customer can be surprised while by having more
innovation of food items, services and other sources (Kandampully, Zhang and Jaakkola,2018).
They can work on new promotion tactics, improving their tags or message and actions. It much
better to keep on changing products while according to time.
Communication from other organization:- Connection from other hotels is must be their.
Basically they have common chain in achieving common goals. Ritz-Carlton marketing
department maintain their relationship with other hotels that can gain knowledge about what new
brand and new products can be more required to their clients and more innovation can be done
for their consumer.
Importance of interrelationship between marketing with other functional units
Marketing and finance:- Marketing and finance are two pillars of Ritz-Carlton. The finance
department want to be more expenditure, high and fast budgets and shorter payment mode. On
other side, marketing department wants flexible budget expenditure and flexibility in payment
cycle. both departments are often disagree on their pricing. The finance department have
overview to cover all costs and marketing department likes to use their pricing strategies' for
market development. In Ritz-Carlton both department effective coordinates with finance team,
marketing should have sense for using their budget well-prepared by finance departments.
Meanwhile, market department could be also kept developing their sales persons for market
strategies for more development of hotels.
Marketing and human resource:- The marketing department in Ritz-Carlton have successfully
part with relationship of HR. Marketing play role and responsibilities in advertising about hotels
recruitment and selection process while by performing in their market skills and attracted many
more candidates for join their organization (López-Rodríguez and Smith, 2020). Human resource
also play important in developing of marketing department while by promoting them in outside
or inside of company with some new strategies that would be more beneficially in company to
achieve common goals and objective. As there can be some area of conflicts among both

department. In succession of marketing department depends heavily on selection training,
placement and motivation its personal which are domain in human resource department.
Production and marketing department;- Most of the hospitality like Ritz-Carlton have
production department or operational department. This both are specialists for technical skills
and in terms of productive with food production. This department may not be concerned with
market needs and wants. There being some areas where production and marketing department
mostly disagree. The production area wants the least changes in their technicals, while marketing
team have modification on their products (Moorman and Day, 2016). Since, production team
wants to maintain average quality if foods and other essential items and flexibility for their
production schedule. In marketing roles want very high quality of control and insists on high
delivery of foods products.
Research and marketing functional:- Research can be mainly gone identifying some new ideas
and innovation of work with more skills and knowledge. As marketing function depends on
research and development teams to come up with some new products ideas and innovation for
earning more profit. R&D cannot operate without marketing functions about buyers and
preferences, trends of market, challenges and opportunities. Market function also provide
commercialization to Ritz-Carlton hotel for developing their more products in food menu and
their taste.
Comparison of different hospitality organization in marketing mix

Marketing Mix The Ritz Hotel The city social Comments
Product They are one of the leading chain of
hotels. They serve their customers
with premium facilities with
professional who have expertise in
service industry. They have high end
services like, Private relaxing baths,
big spacious rooms, banquet halls,
different cuisines and spas facilities
(Išoraitė, 2016).
This hotel is not that popular in
comparison with the Ritz. But they
have specialized in catering their
guest with the traditional and
authentic British cuisine with
personalized services.
As per the comparison
The Ritz hotel have
wider range of
services and products
to offer.
Place They are serving multinationals; they
have their group of hotels in almost 30
plus countries like in India, Japan,
Egypt, Spain, UK, Mexico, Malaysia,
Morocco and Qatar etc. For the
selection of location, company have
employees a dedicated staff to take
site selection decisions by analyzing
its commutability from remote
locations.
It is situated in the heart of
London, which facilitates the
people to find the hotel
conveniently and also, they get to
see the real city and their life and
happenings, during their stay in
the hotel.
Both of these hotels
have same location
strategy.
Physical
evidence
Ritz is famous for providing before
and after sales services to their guests.
They offer their guest with high class
facilities with comfort, relaxing and
soothing ambience with architectural
interiors and bathroom supplies and
toiletries of high quality.
They have an advantage for vegan
or veg. Customers as they offer
vegan food and they arrange their
sitting arrangements in accordance
with the guest’s requirements
(Pogorelova and et. al.,2016).
Due to the pandemic
situation both of them
should build app or
provide PDF for their
Menus for minimal
contact.
Process Management of the hotel always make
sure that their guest will feel most
comfort and conveniency during their
stay. All the process from entering the
They welcome feedbacks and
suggestions and focus on the
health and hygiene of the
customers.
Should provide tokens
and bill no. to guest so
that they can monitor
the screen for their

hotel to the checking out process
every thing is well sorted out and
smoothly process.
orders instead of
calling on waiters.
Promotion Ritz are using traditional as well as
modern method for promotional
activity. Traditional method include
TV, newspaper, radio etc. They are
using social media for the promotion
as social media promotions are
trending nowadays (Kwok, Tang and
Yu, 2020). People are using Facebook,
Instagram etc more so company is
using advantage and carry their
promotional activities on them.
Company also do promotion through
their website. Social media promotion
is the most fast and cost effective
technique and also it reaches towards
large customer base.
The city social mostly uses the
traditional method for the
advertisement like TV, print media
or radio. These techniques are
costly and also it covers small
customer base.
According to the
comparison Ritz hotel
is carrying the
promotional activity
more wisely and will
achieve the
competitive
advantage.
Price Ritz are using price effective
technique so that they can attract more
customers and also adopted such
strategies to adopt the high class
customer. The menu of the company
have the competitive price. The guest
of the hotel get influenced by their
pricing strategy. They charge high on
peak season and low when there is less
customer base. They know how to
take the advantage of the situation.
City social has adopted the
marketing strategy which help the
company to capture the local
market.
Both had adopted
pricing strategy which
give benefit to the
company.
People People are the asset for the company. City social also take care about City social is more

They make policies which are
essential for the employees.
their workforce. They consider the
employees in the decision-making
and resolve the conflicts if they
face any (Loo and Leung, 2018).
good because they are
including their staffs
in the decision-
making.
Marketing Plan for Ritz Hotel London
Vision – To persuade life’s most momentous journeys.
Mission – To deliver the outstanding personal services and facilities to guests, so that they enjoy
a warm, comfortable and relaxed, yet elegant ambiance.
Objective –
To increase the sales by 12%, by the end of March 2021.
To create more brand awareness.
Service Description –
The Ritz London is one of the finest 5star hotel which provides the exclusive and luxury services
in the hotel industry such as signature suite, normal suite, rooms, restaurants, bars, spas space s
of different types and categories for events, festive, dining, weddings etc (Wood and Jobber,
2016).
Situational Analysis –
SWOT Analysis
Strength – The major strength of The Ritz Hotel is that have its presence in the best location. The
locations are decided on the basis where the customer can easily avail the luxury accommodation
and do not negotiate for the prices. Its quality employees is also one of its key strength and the
hotel also focus on giving the best training to its employees and in the result they take care of
customers satisfaction.
Weakness – With the rising competition in the hotel industry, creating difference in the
customers experience is getting hard, also to sustain the brand in today’s era is difficult as lot of
different techniques promotions is to be done which needs the good budget (Chernev, 2020).
Fluctuation in the customers demand as the demands vary with the segments, regions is also one
of the weakness of the company.
Opportunity - Customers growing preference for the luxury products and services is growing
which is the opportunity for the Ritz hotel. The demand for the luxury is growing more with the

rising purchasing power of the people and the hotel should definitely work on this and grab the
growing opportunity.
Threat – The only threats for the company is one that is the growing competition within the
industry and second is the occurrence of any uncertain situation such as Covid-19 because these
things directly impact the hotel’s business.
PEST Analysis –
Political – The political factors that can affect the Ritz hotel can be the external political changes
in the country. Terrorist attack can also be one of the reasons which can create the affect on the
hotel business. Political instability, government change are the major reason. One of the major
reasons which impacted the business is the Brexit which impacted the every business of the UK.
Economical - The hotel needs to consider all the factors before investing on its business
expansion in other countries, as all the countries have its own economical factors that can impact
the business of Ritz. In some countries, hotel s facing growth issues, so it should consider all the
factors before taking any step.
Social – Social Factors means factors related to society which can impact the business. With the
changing lifestyle of the people in UK, can impact the business of Ritz. Ritz hotel, needs t
considers all the social demographics changes that happen and adjust its business accordingly
(Wood and Jobber, 2016).
Technological – Technological Factors has given the new heights to the business of Ritz Hotels,
hotel adapted new technologies to benefit itself and provide the best with technologies to the
guests. It uses digital technologies and social media to promote its business and get advantage.
Marketing Mix –
Product – The Ritz hotel offers its guest the exclusive luxurious treatment by providing
outstanding facilities and personal services. Hotel wants that its guests or customers enjoy their
luxurious, warm ambience. It has also decides to provide Yatch collection services from this
year. Ritz has revolutionized the hotel and hospitality sector by offering the comfortable setting,
spacious rooms, beautiful garden areas, bars , beach clubs, banquet halls, 24 hours desk service
etc many more.
Price –. The Ritz hotel, strives to offer memorable and exclusive experience to its each and every
guest, and takes all the steps to give their guest the amazing comfortable experience. As the hotel

is one of the premium hotels of UK, so it follows the premium pricing strategy (Fotiadis,
Mombeuil and Valek, 2018). It serves the high-elite class people. For the elite group, comfort
and luxury matters more than money. Hence, they pay the premium prices for its services.
Place - The name and fame of the hotel which help them in getting the esteemed guests. It has its
operations (hotels and resorts) in various countries. It is the brand and has paid extreme attention
to the location of all its hotels and resorts. Every time whenever the company decides to come to
new location its team selects the locations by thoroughly before approving it. Generally, they
choose the location which is on highways and near to airports. Ritz hotel has its own website and
mobile app through which the customer can book online.
Promotion – The Ritz Hotel, London believes in mouth of word as its promotional strategy, for
this customer satisfaction is must and it constantly works on it. If the guests are satisfied with the
services of the hotel they will go and tell about this to their friends and families (Kreutzer, 2019).
Also the hotels collect the feedback and reviews about their experience and advertise them on
various websites and if someone has face something uncomfortable they try to improve that. It
also uses social media platforms and the offers rewards and discounts to attract the customers. It
also advertises its brand on television and high-end lifestyle magazine.
Budget –
Area of Expenditure Cost
Social Media £1,500
Search Engine Optimization £1,000
TV advertisement £1,500
Employees/Staff Salary £1,600
Sponsorship £1,000
Total £6,600
Success Key performance Indicators (KPIs) –
KPIs demonstrate that how effectively Ritz hotel is achieving its key business objective. The
following are the Key performer indicator for Ritz Hotel –
The Ritz monitors the difference between the total available rooms and the total rooms available
through which the hotel does the proper planning of their inventory, which could lead to room
booking.

CONCLUSION
These report concluded that hospitality marketing function is most important for developing in
market and satisfied their customer needs and wants that could be more earning and income
sources for Ritz-Carlton hotels. Roles and responsibilities of marketing function can create
innovation and ideas in their business operation context. Marketing mix study 7P's of
competitors in market and helped in knowing more trends in market regarding hotels system.
Marketing plan established succession key performance for hotels that can be benefited for
organization.

REFERENCES
Books and journals
Andersson, P., 2018. Marketing Organization Research and Ideas Revisited'. Organizing
Marketing and Sales. Emerald Publishing Limited. pp.43-73.
Buhalis, D. and Leung, R., 2018. Smart hospitality—Interconnectivity and interoperability
towards an ecosystem. International Journal of Hospitality Management.71. pp.41-50.
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
Cui, A.S. and Xiao, Y., 2019. The role of market and technical information generation in new
product development. Journal of Product Innovation Management.36(3). pp.305-330.
Fotiadis, A., Mombeuil, C. and Valek, N.S., 2018. Designing and implementing a marketing
plan. The Emerald handbook of entrepreneurship in tourism, travel and hospitality:
Skills for successful ventures. pp.297-311.
Han, Y., and et.al., 2019. Robust consensus models based on minimum cost with an application
to marketing plan. Journal of Intelligent & Fuzzy Systems. 37(4). pp.5655-5668.
Išoraitė, M., 2016. Marketing mix theoretical aspects. International journal of research
granthaalayah. 4(6). pp.25-37.
Johnson, D.S. And et.al., 2019. The marketing organization’s journey to become data-
driven. Journal of Research in Interactive Marketing.
Kandampully, J., Zhang, T.C. and Jaakkola, E., 2018. Customer experience management in
hospitality. International Journal of Contemporary Hospitality Management.
Kreutzer, R.T., 2019. Strategic and Operational Marketing Plan. In Toolbox for Marketing and
Management (pp. 225-229). Springer, Cham.
Kwok, L., Tang, Y. and Yu, B., 2020. The 7 Ps marketing mix of home-sharing services: Mining
travelers’ online reviews on Airbnb. International Journal of Hospitality Management.
90. p.102616.
Loo, P.T. and Leung, R., 2018. A service failure framework of hotels in Taiwan: Adaptation of
7Ps marketing mix elements. Journal of vacation marketing. 24(1). pp.79-100.
López-Rodríguez, S. and Smith, N.C., 2020. 24 Marketing Strategy and Corporate Social
Responsibility. The Routledge Companion to Strategic Marketing. p.41.
Moorman, C. and Day, G.S., 2016. Organizing for marketing excellence. Journal of
Marketing.80(6). pp.6-35.
Pogorelova, E and et. al.,2016. Marketing Mix for E-commerce. International journal of
environmental & science education. 11(14). pp.6744-6759.
Wood, M.B. and Jobber, L., 2016. The marketing plan handbook. Pearson
1

2