Hospitality Marketing Essentials 1: Double Tree Analysis Report

This report delves into the marketing strategies of Double Tree, a hotel chain within the Hilton worldwide. It begins by defining marketing and explores its core concepts, including production, product, selling, marketing, and societal marketing. The report then analyzes current marketing trends like content and video marketing, SEO, and shoppable posts, along with future trends such as virtual reality and AI integration. The marketing process is broken down into key steps: understanding the marketplace, designing a customer-driven strategy, constructing an integrated market plan, building profitable relationships, and capturing customer value. The roles and responsibilities of the marketing function within Double Tree are outlined, including market research, product development, promotion, selling, and branding. The report further examines the interrelation between the marketing department and other functional departments, such as HR, finance, and R&D. The importance of marketing for Double Tree is highlighted, along with the application of the 7Ps of the marketing mix. The report concludes by emphasizing the value of marketing in driving sales, communicating with consumers, and adapting to market trends.

Hospitality Marketing
Essentials
1

Table of Contents
INTRODUCTION...........................................................................................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4
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INTRODUCTION
Marketing is defined as the process and activity of communicating, delivering, creating,
communicating and exchanging offerings for customers and society at large (Godwin, L.R.,
2019). Double Tree is an American hotel chain and a part of Hilton worldwide to serve the
customers in the hospitality industry.
The report will analyse the concept of marketing along with its current and future trends .
Different marketing processes will be analysed which will help in assessing the various steps to
which marketing procedures can be done in accordance with marketing. Roles and
responsibilities of marketing function for Double Tree will aid in knowing the key functions of
marketing. Analysis will be done of how marketing influences and interrelates with other
functional departments of Double Tree. Therefore, marketing plays an important role for Double
Tree organization effectively and efficiently for the purpose to attain and achieve goals and
objectives of company in long run skilfully and eventually.
MAIN BODY
Concept of marketing along with current and future trends
Marketing is an activity and process of communicating, delivering, creating,
communicating and exchanging offerings for customers and society at large.
There are five main concepts of marketing - The Production Concept — This is the main concept in marketing which deals in
operations. In marketing of a product, it becomes very essential for the purpose of
marketing. The Product Concept — The product concept focuses more on the customers which
enables the customers needs and wants significantly (Terziev and et.al., 2017). The Selling Concept — In marketing, the selling concept is one of the major aspects
which helps in analysing the products and goods which are to be sold. The Marketing Concept — In marketing, the marketing concept overall figures out the
needs and wants of target marketing. The Societal Marketing Concept — This concept believes in giving back to society the
products produced in a better and efficient way.
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Current Trends in Marketing are -
 Content marketing is current trend which is helping the digital world run on more
advanced ways.
 Video Marketing is also one of effective ways in marketing of products and services.
 Search Engine Optimization (SEO), helps in semantic keyword research which is the
current trend followed in organizations.
 Shoppable posts is the current trend which is running on social media through Instagram,
Facebook etc. in which customers shop through these websites.
Future trends for marketing are -
 Virtual reality will make a big impact in future for marketing.
 Important data will drive key marketing decisions.
 There will a rise in voice marketing which will enhance the process of marketing in
organization. Artificial Intelligence approach will integrate the systems in how marketing will be
processed.
Different marketing processes
The marketing process constitutes -
Understand marketplace, customer needs and wants — In marketing process, the first and prior
step which is taken is to understand marketplace, customer needs and wants. This is one of the
effective and efficient ways in which both the customer intention and the marketplace needs is
analysed on large basis (Seturi and et.al., 2017).
Design a customer — driven marketing strategy — For following a marketing process, the
second step is designing a strategy which is based on the customer requirements for the products
and goods which are desired by them. Marketing strategy will help in analysing the customer
intention and will maintain the base of business in organization.
Construct an integrated market plan — The third step is integration of market plan by
formulating it in such a way that the marketing process for external environment is effective in
the ways that it enhances and increased the market performance of the organization. By
constructing market plan, the organization will be benefited from it.
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Build profitable relationships — The fourth step is building profitable relationships of
customers. That is customer relationship management aids in building and maintaining customer
relations by delivering superior customer value and acquiring satisfaction. Organization builds
profitable relationships which ensures their business growth and development. Therefore,
customers should also enhance various profitable measures effectively and efficiently.
Capture value from customers — Capturing value from customers aims at producing high
equity total combined lifetime values of organization current and latent customers which focuses
on customer relationship management. More loyal the customers are, highest is the customer
relationship. Therefore, organization ensures that it functions according to the marking process
significantly and effectively.
Roles and responsibilities of marketing functions for Double Tree
Roles and responsibilities of marketing functions are as follows -
Market Research — Market researcher of Double Tree researches the market in the current time
period. The organization identifies the current marketing trends which are being followed in the
external business environment. Therefore, for this purpose company researches the market
thoroughly and in detailed manner.
Product Development — Double Tree ensures that the product has been developed and
efficiently been reached to the customers. Product development is an important process which
ensures products and services of the organization are functioning in the market. Therefore,
products are developed in such way that they correlate with current needs and wants of
customers (Huang, 2020).
Promotion — The marketing department of Double Tree checks the process of promotion and
makes the strategies for the product to be promoted in the market place and analyse its key
strength and weakness whether the product is formed for fulfilling the requirements of customers
on large scale and is profitable on business terms eventually.
Selling — The marketing department of Double Tree assists the product in selling the product
after the promotion of it. The main idea of promotion is to sell the product on next step. Selling
of products and goods is the main aspect of organization in marketing which enables products
characteristics and enhances growth of company.
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Branding — Double Tree's marketing department after the promoting, selling the product
focuses on branding of how the product will reach to the customer on large basis so that the
organization achieves maximum profits. Branding of product in the market place is ensured till
what date the product will make the consumers occupy their minds.
Analysis of how marketing influences and interrelates with other functional departments of
Double Tree
Marketing influences and interrelates with other financial departments such as -
Marketing and Human Resource Management — The Marketing and Human Resource
Department are linked with each other in many ways such as — the policies which are framed by
the HR department helps Double Tree in its marketing. Therefore, the marketing department and
the HR department are interlinked by forming the activities which helps in promoting the ways
in which the company develops its marketing policies and strategies. The HR department of
Double Tree ensures marketing department is functioning accordingly.
Marketing and Finance — Marketing department is interrelated with the finance department as
the products and services which are rendered by Double Tree helps in advertising and promoting
its products (Lin and et.al., 2018). Finances are provided to the marketing department for the
product promotion, selling and branding. Also, finance department makes work the product and
goods of Double Tree gain profitability in the external market environment. Therefore, finance
and marketing department are interrelated with each other. This also makes the company gain
business goals and objectives when the process work effectively and efficiently.
Marketing and Research & Development — Marketing department and Research &
Development department of Double Tree are interrelated with each other in various ways which
also influences the marketing process. Research and development department of Double Tree is
responsible for the product reach and product development process. Research and development
department properly researches the product, plans according to the market requirements and then
promotes and sells the product. Therefore, the products and goods of Double Tree plays an
important part in Marketing Department and Research & Development department which
functions significantly.
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Role and responsibility of marketing
There are various roles and responsibilities of marketing in Double Tree hotel. It helps in
promotion of product and make it familiar to customers. Marketing helps in product
development, communication with customers, distribution, planning, promotion and selling. It is
one of the important function after making product because if consumers will not know about
product then how they will purchase (Pham and et.al., 2020). It is necessary to promote product
with the help of advertisement through social networking sites, newspaper or hoardings.
Effective promotion helps in increasing sales of the product.
Marketing creates a different and new image in mind of customers. In double tree hotel
marketing plays a crucial role in promotion as it helps in increasing sales, overall revenue of
hotel is increased by more customers are booking rooms, events are organized, increase in sales
of food and beverages. Marketing manager of Double tree hotel is responsible for managing all
the activities related to promotion of hotel (Pomering, 2017). Manager makes strategies and
plans for attracting more consumers by giving advertisement on social networking sites and this
increases sales. Company can give all the details on online website and contact with travel agents
as they can suggest guest hotel. In hospitality industry marketing helps in building good image of
hotel and helps in maintaining loyalty.
Value and importance of marketing
Marketing is important for every organization as it helps in selling product easily.
Marketing helps in conveying information to consumers and if promotion of product is good then
it creates good image in mind of consumers, and they want to buy the product. If a company
wants to increase its sales, it should focus on marketing of product. In hospitality industry
marketing is important because people visit new places for enjoying, and they want to take rest
in between, so they need comfortable place where they can stay. Hotels should use new and
innovative ideas for marketing because there are large number of competitors in the market
(Sudari and et.al., 2019).
Double tree hotel uses new and creative ideas for attracting more customers and increase
sales. Without marketing many businesses are closed because consumers did not know about
their product and hence no sales. According to marketing manager of double tree hotel marketing
helps in communicating with consumers about new product, price, features and innovation. This
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is an easy way of interacting with people and collect feedback about product. Double tree hotel
provides facilities, food and beverages according to the need of consumers. Managers conduct
market research and identify new trends and choices of consumers (Othman and et.al., 2019).
7p's of marketing mix
7p's of marketing mix Double tree hotel L- ENCLUME restaurant
Product Double tree is an American
hotel which provides
comfortable rooms, food and
beverages, organizes event and
good services are provided.
L- enclume is a restaurant
which provides good quality of
food and there are different
variety of food and beverages.
Price Double tree hotel is using
competitive pricing strategy in
which prices are set according
to competitors pricing plans.
This is one of the best hotel in
UK so it prices are high .
L- enclume issuing penetration
pricing strategy in which
initially prices are kept low to
attract more customers and
after sometime pricers are
increased to earn more profit.
Place In booking rooms in double
tree hotel customers can
contact travel agents or book
room from online sites. In this
distribution channel are used
by hotel to increase their sales.
In this there is no distribution
channel customers directly
reach to restaurant.
Promotion For promotion of hotel they
give advertisement on social
networking sites, newspapers.
They promote their restaurant
with the help of advertisement
in magazines, newspapers,
make websites.
People In hotel housekeeping staff,
HR, finance manager, front
office manager, chef,
In restaurant HR manger,
finance manager, customers,
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travelling agents, consumers
all these people are involved.
kitchen staff are involved.
Physical evidence Double tree hotel is having its
own website and travelling
agent from where consumers
can get all the information
regarding hotel.
Information is available on
website.
Process For booking room consumers
have to give their details like,
date of arrival and departure,
contact number, email id, id
proof and essential details that
is required.
In this no information is
required and there is no
process.
Interrelationships between different functional departments
Marketing department is interrelated with other functional departments such as, research
and development, human resource management. Research and development helps in making
effective marketing strategy according to need and requirement of consumer. R&D conduct
market survey band identify what type of product consumer want and hoe promotion should be
done to attract more consumers. They collect information from market and give it to marketing
department. HR department communicate with marketing manager for giving advertisement for
hiring new candidates for hotel.
It is good for hotel that every department is interrelated with other functional area , it
helps in proper communication and coordination between employees. Sometimes, it lead to
misunderstandings and conflicts among workers and it affects working of hotel and create
disturbance in other departments (Al-Gharaibah, 2020).
CONCLUSION
Thus, it is concluded from the above report that concept of marketing along with its
current and future trends were explained which focused on marketing key concepts principles
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and its definition. Different marketing processes were analysed which helped in assessing the
various steps to which marketing procedures can be done in accordance with marketing. Roles
and responsibilities of marketing function for Double Tree aided in knowing the key functions of
marketing for the organization. Analysis was done of how marketing influences and interrelates
with other functional departments of Double Tree and assessed in acknowledging the main areas
and segments in which marketing plays the main role along with describing the different roles of
departments in the organization. Therefore, marketing played an important role for Double Tree
organization effectively and efficiently for the purpose to attain and achieve the goals and
objectives of the company in long run skilfully and eventually.
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REFERENCES
Books and journals
Al-Gharaibah, O., 2020. Customer retention in five-star hotels in Jordan: The mediating role of
hotel perceived value. Management Science Letters.10(16).pp.3949-3956.
Godwin, L.R., 2019. The ultimate definition of marketing. Marketing Review, 19.
Huang, Y.T., 2020. Internal marketing and internal customer: A review, re conceptualization,
and extension. Journal of Relationship Marketing.19(3).pp.165-181.
Lin, P. and et.al., 2018. THE RELATIONSHIP BETWEEN MARKETING AND FINANCE.
(pp. 667-671).
Othman, B., and et.al., 2019. The influences of service marketing mix on customer loyalty
towards Umrah travel agents: Evidence from Malaysia. Management Science Letters.
9(6).pp.865-876.
Pham, L., and et.al., 2020. Technology readiness and purchase intention: role of perceived value
and online satisfaction in the context of luxury hotels. International Journal of
Management and Decision Making.19(1).pp.91-117.
Pomering, A., 2017. Marketing for sustainability: Extending the conceptualization of the
marketing mix to drive value for individuals and society at large. Australasian
Marketing Journal (AMJ).25(2).pp.157-165.
Seturi, M. and et.al., 2017. About Marketing Process Model and Relationship Marketing.
In Proceedings of International Workshop, Model-Based Governance for Smart
Organizational Future (pp. 169-171).
Sudari, S., and et.al., 2019. Measuring the critical effect of marketing mix on customer loyalty
through customer satisfaction in food and beverage products. Management Science
Letters.9(9).pp.1385-1396.
Terziev, V. and et.al., 2017. Evolution of the marketing concept, marketing mix–„mix of
components “or a set of actions. Knowledge International Journal, 20(1).pp.213-218.
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