Unit 15: Hospitality Marketing Essentials - Accor Marketing Report

This report provides a comprehensive analysis of hospitality marketing essentials, using Accor as a case study. It explores the roles and responsibilities of marketing functions, including market research, product development, and strategic planning. The report delves into how marketing relates to the wider organizational context, emphasizing communication, service quality, and promotion. A detailed comparison of Accor's and McDonald's marketing mix elements (product, place, price, promotion, people, and process) is also provided, highlighting their respective strategies and approaches to customer engagement and market positioning. The report also discusses the importance of digital marketing and maintaining relationships with various departments within the organization, such as Human Resources and Finance, to ensure effective marketing strategies and overall business success. This analysis provides valuable insights into the dynamic and multifaceted nature of marketing within the hospitality industry.

Unit 15: Hospitality
Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................3

INTRODUCTION
Marketing essentials of hospitality can be explains tools as well as process use by firm to
effective target customers and increase revenue of firm. Accor provides hospitality services to
Upper. Middle as well economic classes in United Kingdom and has one of the biggest hotel
chain in world. Roles and responsibility as well as marketing mix describe in report. It also
highlight marketing plan of firm.
LO1
P1 Roles and Responsibility of marketing function
Accor marketing teams has number of roles as well as responsibility that support its
business by attracting British customers in time of globalization (Henríquez, 2018). Organisation
has number of property all around the world which makes firm as one of the biggest hospitality
group in world. Marketers remain alert for any changes that can affect business and for that they
take Feedback, suggestion and opinion from stakeholders relating to hospitality services of
organization.
Market research
It is an important role of marketing team understand demand of customers and increase
profit share in time of globalization. There are number of tools that are use by markers for
analysing need, demand, Experience of customers such as Questback, Key Survey, Google
analytical etc. It helps in understanding how people influence for particular services of Accor.
They try to understand what type of product as well as services required by buyer's from this
tool. Accor has 3 segments which cover all classes’ customers and hence it becomes necessary
for marketing team identify need of travellers and for that they regular analysis business. For
example: after COVID people want safe and secure environment so that will not be infected and
it was analysis by marketers and prepare plan such that social distancing, sanitization and mask
system introduces in firm which increase good-will of firm.
There are different types of market firm focuses on globalize of business and hence
Marketing team analysed need, demand and wants of different type of customers in order to
increase customer satisfaction level. It also analyses changing taste and trend of customers so
that accordingly product can be enhanced hence support growth of firm.
Product & Service development
3

It is responsibility of marketing team to improve system by analysing need of business
such as after COVID travellers want safe stay and hence organisation can implement all rules as
well as regulation so that customer feel secure and enhance Accord hospitality experience.
Organisation remain alert on changing taste as well as trend in market and after evaluation send a
list of new product & services which can be introduce in firm.
Planning
Marketing strategy plays important role in gaining customers and increase revenue and
hence it must include all element which support its success. Accord’ Marketers focus on quality
services rather than quantity and for that they create a separate plans as well as strategy for three
classes off society which help in success of business. Firm emphasizes on increasing experience
and hence most of strategy as well as planning centric to it. They make any changes after
evaluating feedback, suggestion and opinion of customers.
Selling
There are three classes of hospitality, first one focuses on quality of services & product,
second want quality under budget, last line travellers wants best stay at minimum price and
hence Accord Marketers suggest price for each one of them after comparing with competitors.
Large number of customers attracted because of best facility and experience in accord
hospitality.
4

P2. Roles and responsibilities of marketing relate to the wider organizational context
Marketing team role and roles are not limited sales and purchases but it is also focuses on
various aspect of business such as creating strong relation with other department by exchanging
correct information as well as support firm by providing right information related to market.
Marketing Communication
It is responsibility of marketing team to connect with stakeholders and taking their
suggestion, opinion, Feedback etc. related to product as well as services so that they can suggest
proper marketing strategy to increase growth of business. They also build good relation with
investor and take their confidence as well as investment for the firm and hence Accor able to
expand business even in difficult time (Paurva, 2019). Also analyse need of customer by market
analyses which helps in delivering right hospitality services on time and support growth of
business. Marketer maintain good relation with other collaborator of firm such as Transportation
providers, suppliers, Guides etc. and hence effective communication contribute in growth of firm
in time of globalization.
Enhance the liability
5

Accor also provides different services of firm under varying price in a year so that
customers can easily attracted for example” Luxurious rooms on certain occasion provided in the
cost of economic ones. Firm has contacted with number of interior designers as well as other
decoration service provides for change in ambience such that it remain attractive to tourist and
others and hence firm able to increase profit share in time of globalization.
Quality of Service and Products
Marketing team identify immediate as well as changing customers demands and
according to frame strategy and suggest organisation for changes for example: after pandemic
travellers want best facilities and secure environment. Firm has committed to proved best quality
services as well as product to its customers and for that separate team allotted which take
suggestion of marketers and make changes.
Promotion
Marketing team plays important role on promoting Accor hostility services on different
platform so that large number of customers can easily be attracted. It is also responsibility of
marketers to check that any inappropriate advertisement cannot be done by firm which can harm
sentiment of a community and decrease good will of organisation. There are number of
competitors online remain alert on firm’s activities and hence before posting anything must cross
check which help in influencing customers in a right timely. It is also responsibility of marketers
for choosing right channels for promotion of product which decrease expenditure of firm.
Maintain good relation with other department
There are number of function in a firm such as Human Resource Management, Finance,
and Accounts etc. Marketers have to connect and coordinate to all departments for better
functioning of its strategy for example: without support of finance team, it cannot plan effective
while Human Resource management training and development programs provide right workers
on time (Cooper, 2020). On the other hand, it analyses competitors as well as changing taste &
trends which it shares to various concern department and hence quick changes help in increasing
business.
Relation with Human Resource Department
Marketing Team suggest HRM about Training and development programs that will be
used by other firm and which increase efficiency, quality and productivity of work and hence
impact on growth of firm.
6

Relation with Research & Development
Marketers analyse demand of customers and also try to understand the way in which
other competitor product as well as services influencing people and this detail submit to R&D
which make changes in goods and hence increase customer satisfaction level.
Relation with Finance
Finance department of Accor take opinion from Marketing team in order to set budget so
that organization goals cannot compromise because of mismanagement in funds. It also passes
amount that are requires by marketing team for different type of work that can help in attracting
customers.
LO2
P3.Comparison of Marketing Mix
Marketing mix tools support growth of business by analysing various aspect of market
such as product, price, promotion, place etc. This helps firm in setting proper strategy that can
help in influencing customers for firm’s product as well as services. It also plays important role
in market plan where organisation focuses on targeting particular customer of a segment and
hence supports growth of firm. Accor and Marriott marketing elements helps to understand the
way in which organisation growth can be done.
Marketing
Mix
Accor MCDONALDS
Product It is one of the biggest hotel group worlds
which attract all classes such as Upper,
middle and economic ones. Accor provides
luxurious to under budget room and it
offer range of hospitality services under
twenty brands namely Sebel, Grand
Mercure, Angsana, Pullman, Rixos,
Sofitel, Banyan Tree, Raffles, Ibis budget,
Ibis styles, Ibis, Mama Shelter, Adagio,
Mercure, and Novotel. Firm emphasizing
on given best experience to customer by
best quality services. It is connected with
McDonald's offer variety of product
as we as services according to
changing Taste and Trend of
customers which increase customer
satisfaction level and increase profit
share of firm. It's product range
include Vegetarian, Non-vegetarian,
Beverages, Frozen Deserts etc.
Pandemic has shifted strategy of
organization and now it will focus on
providing hygienic food as well as
can invest in organic product which
7

other company and offers them eye-care
vouchers, childcare vouchers, ticket
service, lunch vouchers, and restaurant
tickets (Nga, 2020). It has also expanded
business in onboard services in railway
department and increase restaurant, travel
franchise as well as casinos. It also
provides discount and offers when they
combine package related to travels.
Organisation also improving ambience of
place by continuous changes which can
support sustainable business.
can attract large number of customers
and increase profit share of firm. It
has a range of product & services
which support one stop shopping
habit of British citizens and hence
increase market share of firm even
after pandemic.
Place Accor services are available in 5
continents as well as more than 100
nations which makes one of the largest
hospitality businesses. Firm choose Tourist
first choice places such as Rio de Janeiro,
Istanbul, Frankfurt, Budapest, Hong Kong,
Prague, Rome, Milan, Munich, San
Francisco, Hamburg, Shanghai,
Amsterdam, New York City, Brussels,
Warsaw, Vienna, Singapore, Bangkok,
London, Sydney, Berlin Lisbon, and Paris.
It has more than 4300 hotels all around the
globe and hence able to hold large market.
Organisation strategy not to remain
particular for one class or type of
customers and hence attract people easily
(Della Corte and Del Gaudio, 2020).
MCDONALD'S has large number of
outlets worldwide and located in a
place where customers can easily
targeted such as in Malls, Near to
University etc. Online services of
MCDONALD'S help in reaching to
customers and it has effective supply
chain management which help firm
even during Pandemic situation.
Price Organisation follows different prices
strategy and it bases on class for high
MCDONALD'S follows bundle as
well as Psychological price strategy
8

classes premium while at economical
classes have competitive price strategy.
Accor offer range of discounts to loyal
customers as well as analyse demand of
market and on the bases prices are set for
example: After COVID it reduce price of
rooms which helps in attracting customers.
so that it can break customers of other
firm and increase revenue. However,
Price strategy of firm varies, with
changing business environment.
Promotion Accor highly use digital marketing which
influence large number of customers.
Social media become great to increase
market and firm take it as opportunity to
expand business and increase profit share.
Organisation has collaborated with big
actors in the world and it support growth
of organisation. Firm has separate Digital
promotion department which focus on
promoting product as well as hospitality
services on Facebook, YouTube, Twitter,
Instagram etc.
Organization use number of
promotional channel for attracting
customers such as Digital marketing,
Media etc. Organisation strategy is to
touch with all types of customers by
social media, news paper etc.
People Organisation hired talented and skilled
people which has high professional skills
as well as long experience in hospitality
business and hence increase efficiency,
quality and productivity of work.
Company has diversified work culture.
Organisation customer services are
effective by humble staff and hence
increase customer satisfaction level.
Organization recruit young staff and
build them professionally for
attracting customers and improving
Restaurant services as well as
increase customer satisfaction level
by hostile behave of employees.
Process Customers have to book hotel room in
advance on online so that company able to
provide right services efficiently.
Firm provides product online as well
as offline and hence enhance
customers experience towards
9

companies product and services.
Physical
Evidence
Accor provide beautiful ambience as well
scenic view which influence to customers
visit again (Nikolskaya and et.al., 2017).
Firm develop MCDONALD'S which
enhances customer experience such as
creating to eco-friendly environment
in premises.
LO3
P4. Marketing Plan
Situation
Marketing plans helps organisation in targeting customers in changing business
environment by proper planning and setting effective strategy. There are number of things which
make a plan organised as build in a way which can be controlled such as Deciding aims,
objectives, Pestle and SWOT analysis, Segmentation Targeting Positioning (STP Model) etc.
Accor marketing team build a plan which can be effective in dealing post COVID lockdown
situation and again gaining market position (Giacomel and Dumoulin, 2020). Success of strategy
depends on planning and hence marketers research about competitor, customers etc. which help
in effective monitoring and controlling as well as use right resources on time.
Marketing Action Plan
It will help in taking action for various types of product as well as services which help in
attracting customers and increase profit share after globalization,
Executive Services
Accor firm highly focused on providing best quality services all around the world. It
offers variety of hospitality services which attract all classes of people and organisation focuses
on setup hotels near to railway station, Airport, seaports, eco-friendly location etc. firm
emphasizes on increase customer satisfaction level and save their time by right choice of place in
various cities. However, pandemic affected Accor’s business and it become important for
organisation to analyses old strategy and frame new one so that fir will be able again grow and
expand its business (Blagoev, Nikolskaya and Popov, 2019).
Objectives
1. To rise profit share of company in United Kingdom by 6% with the help of effective
strategy.
10

2. Improve market position as well as share of firm in London by 10% in hospitality sector.
3. Improve financial stability of firm by rise in revenue in 2021 compare to 2020.
4. Focus on improving best quality services in Britain and influence all classes’ people in
UK.
Marketing strategy
 Use multi channels platform for promoting Accor’s hospitality services such as Digital
marketing, Media etc.
 Follow varying price strategy for all classes and launch new membership cards and
provide them to loyal customers of organisation.
SWOT Analysis
Strength
Organisation business spread in 92countries of Globe and have more than 4400 hotels
which consist of 530000 rooms and hence make one of largest hotel group. Accord provided
services to all segments of customers such as rich, middle and economic classes and has a good
fame among them. Firm has a strong experience in hospitality sector, which helps in attracting
travellers as well as suppliers (Sztorc, 2017). Accor group is financial strong in hospitality sector
which helps it in expanding business and increase profit share. Services voucher has given to
430,000 customers and 30million people in 40 nations which choose firm as a first preference.
Weakness
There are number of other firm in hospitality sector which forecasts business and hence
able to break firm’s market. Firm services available in all segments which create confusion
among customers such as rich customers sometimes avoid selecting organisation because they
unable to identify first class. Training and development programs are not properly provided to
employees and hence create difficulty in smooth run of business which affect growth of firm.
Opportunities
After COVID, organisation has a chance to expand business by purchasing other firm’s
property and it can easily possible because Accor is financially strong compare to other group.
Firm has to focus on sustainable as well as inclusive growth which can positively impact on
growth of business.
Threats
11

Accor highly invest in social media marketing to attract customers but people now days
has less trust on this platform and more believes on media advertisement which can effect
growth of firm. Information technology department of firm is not so active which can give
chance to cyber attacks.
PESTLE
Political
BREXIT and COVID lockdown both high effected on Accor business in United
Kingdom. After Britain exit from European Union, tourist from countries in Europe decline
which decrease firm’s revenue. Pandemic decrease number of customers as people avoids
travelling.
Economic
Unemployment in Britain hike because of COVID as well as BREXIT which effected on
purchasing capacity of services of Accor customers and on the other hand inflation rate increase
prices of rooms and other hospitality services. Government focusing on decreasing taxes on
Hotel sectors which can benefit firm.
Social
In United Kingdom people shifted their taste and trend towards eco-friendly services and
Accor already establishes business in it which helps in gaining customers and increase in
revenue.
Technology
Organisation is financial strong which support its investment in adoption of new
technology and it impact on increasing efficiency, quality and productivity of work. However,
continuous changes increase pressure on talented and skilled workforce which can migrate to
another organisation.
Environmental
Accor provide funds in corporate social responsibility for conserving environment and on
the other hand developing sustainable business which can support growth of firm (Akbar and
Tracogna, 2018).
Legal
Firm has implement all required laws for workplace safety and security as well as
protecting rights of workers such Employment act, Wages act etc.
12

Segmentation targeting and Positioning (STP)
Segmentation
Firm has focuses on economical as well as luxurious segment in United Kingdom.
Target
Firm has targeted tourist as well as well as business classes and provide services
to them in London city of United Kingdom.
Positioning
Accor provides world quality services and comes with innovative as well as creative idea
which supports growth of firm and hence increases its profit share.
Marketing Implementation Action Plan
In this organization will set budget as well as follows strategy after market analysis which
help in influencing large number of customers on time and help in achieving objectives of firm
on time.
Budget
The overall marketing budget of Accor is £8000 and the implementation is £9000
Bases Cost in Pounds(£)
Raw Material 2500
Supply chain system 3500
Labour and Staff 1000
Advertisement 1000
Miscellaneous 1000
Total £9,000.00
Monitoring and controlling
Key performance Indicator (KPI)
It helps marketers in analysing success of business and what changes can be done to
make plan effectively.
13

Monthly grow rate:
Accor analyses growth of business after 1 year which help in understanding if plan
succeeded in targeting customers.
Monthly sales:
Accor compare last month sales of services with current month end and hence firm able
analyse firm able gain expected outcome or not.
CONCLUSION
It can be evaluated from the report marketing tools, mix, plans, and strategy etc. plays
important role in influence travellers for hospitality business. Accor provides best quality
hospitality services in United Kingdom and has a good fame in it globally. Roles and
responsibility of marketing function is to communicate product and services effectively in
market and increase profit share. Marketing Mix also discusses in report which helps in analyses
what quality services provided by Accor to attract customers. In the end marketing plan explain
by proper analysis market.
14

REFERENCES
Books and Journals
Henríquez, F.A.G., 2018. Destination marketing essentials (2. Anuario Turismo y
Sociedad23)p.275-278.
Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
Paurva, S., 2019. Essentials of marketing research.
Cooper, C., 2020. Essentials of tourism. SAGE Publications Limited.
Chernev, A., 2019. Strategic marketing management: Theory and practice. Cerebellum Press.
Nga, M.N.T.T., 2020. CORPORATE SOCIAL RESPONSIBILITY: A CASE STUDY OF
ACCOR HOTELS GROUP. Sustainable tourism: Shaping a Better
Future.203.
Della Corte, V. and Del Gaudio, G., 2020. Traditional versus experiential marketing in tourism.
The Routledge Handbook of Tourism Experience Management and
Marketing.
Nikolskaya, E.Y and et.al., 2017. Boosting the competitiveness of hotel business operators in
current conditions. Journal of Environmental Management &
Tourism(8 (24))p.1617-1622.
Giacomel, A. and Dumoulin, R., 2020. The Globalized Hotel Business: Worlds within a World.
Shapes of Tourism Employment: HRM in the Worlds of Hotels and
Air Transport, 4, pp.67-76.
Blagoev, V., Nikolskaya, E.Y. and Popov, L.A., 2019. THE HOSPITALITY INDUSTRY:
Understanding Hotel Business. Varna University of Management.
Sztorc, M., 2017. Franchising as a Model of Business and Hotel Development in the Process of
Market Globalization. BUSINESS AND NON-PROFIT
ORGANIZATIONS FACING INCREASED COMPETITION AND
GROWING CUSTOMERS’DEMANDS.
Akbar, Y.H. and Tracogna, A., 2018. The sharing economy and the future of the hotel industry:
Transaction cost theory and platform economics. International Journal
of Hospitality Management.71.pp.91-101.
Online
[ONLINE] Available through :<>
15

16