Hospitality Marketing Essentials: Roles, Mix, and Comparative Analysis

This report delves into the core principles of hospitality marketing, focusing on the essential roles and responsibilities of a marketing function within a hotel setting, using the Langham Hotel, London as a case study. It examines the interplay between the marketing department and other functional units within the organization, highlighting the importance of collaboration. The report further analyzes and compares the application of the marketing mix (7Ps) by two luxury hotels, the Langham and The Savoy, to achieve their organizational objectives, providing insights into their strategic approaches. Finally, the report concludes with a discussion of how to develop a basic marketing plan for a hospitality organization to achieve its marketing objectives and increase revenue. This report is contributed by a student to Desklib, a platform providing AI-based study tools for students.

HOSPITALITY
MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key Roles and Responsibilities of marketing function in Langham Hotel, London.............1
P2 Analysis how Roles and Responsibilities of marketing department in relation with other
functional units of organisation...................................................................................................3
TASK 2............................................................................................................................................4
P3 Comparison between organisation and how they apply marketing mix to achieve
organisational objectives.............................................................................................................4
TASK 3 ...........................................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing is process of attracting potential buyers to influence their buying behaviour for
particular product or services. It also creates and implement marketing plan that will help
organisation to focus on marketing efforts and increase revenue. Hospitality industry is group of
businesses that are engaged in providing services to customer and enhancing their satisfaction.
Langham Hotel, London is one of the 5-Star, best and largest hotel in traditional style situated at
London, England (Melissen and Sauer, 2018). In this project explanation of essential roles and
responsibilities of marketing function in organisation and discussion on how its relates to other
functional units of business will be included. In this assignment, comparison will be done in the
ways by which two organisation apply marketing mix to planning in order to achieve overall
objectives. At last, basic marketing plan for hospitality organisation will be developed so that
marketing objectives will be achieved.
TASK 1
P1 Key Roles and Responsibilities of marketing function in Langham Hotel, London
Marketing is a process which companies perform for promoting, buying and selling of
product or services. It involves activities like selling, advertising and delivering of products and
services to end consumers. Langham Hotel, London is one of the leading traditional style hotel
located in England and it is member of The Leading Hotels of the World marketing association.
Marketing department have different roles and responsibilities through which they bring business
and growth to organisation.
Roles
Market strategy: Initial role of marketing function is to make strategy or plans for
company after knowing needs and requirements of target market. Developing market plans can
open doors for new opportunities with balance in organisations objectives (Baker and Magnini,
2016). Marketing team of Langham Hotel, London will first gain knowledge about targeted
segment and then make plans for developing required products and promotions so that guests
satisfaction can be improved.
Market research: This is major role performed by marketing function to know and
understand about price, product and consumers to communicate company's products and services
1

in market. Doing research of market is beneficial as organisation identifies what exactly they
need to offer to customers and how to communicate about what company is offering in market.
Langham Hotel, London marketing team will conduct research of market and then set prices of
different services and products hotel is offering to attract more customers.
Monitoring external environment: Another, role of marketing function is to study
external market environment in which organisation is doing business to know about any new
development like changes in legal laws or market trends, etc. Its duty of marketing personnel to
keep close eye on changing external environment of Langham Hotel, London to be updated so
that efforts are put to keep pace with changing market (Chandiok and Sharma, 2017).
Responsibilities
Listening to consumers: For developing marketing strategy its important to first know
what consumers want or require and how much they are willing to pay for it. Its responsibility of
marketing team to get closer to clients of Langham Hotel, London to know what they expect and
how. They can perform surveys internally to enhance strategies and feedbacks from past or
regular customers of hotel.
Innovate: Consumers expect different product and services to be offered by organisation.
Therefore, marketing staff is responsible to bring some new innovative ideas to advertise
products and services in market. Langham Hotel, London is operating in hospitality sector so it is
responsibility of marketing team to introduce innovative services and other promotional tools
for customers to attract new guests and retain existing clients. This will ensure that business
objectives are achieved effectively and hotel has competitive advantage in industry.
Advance strategic plans: Its always beneficial for organisations to have predetermined
plans for near future for better strategies and their implementation. Langham Hotel, London can
save a lot of cost or be cost-effective if strategies are predetermined long time ago by studying
market and taking relevant assumptions for future (Biełuszko and Marciszewska, 2018).
Marketing team can develop plans and strategies for coming months like if holidays season is
starting they can start planning and working on those plans to save cost efficiently and be
productivity.
2

P2 Analysis how Roles and Responsibilities of marketing department in relation with other
functional units of organisation
Marketing department roles and responsibilities are interconnected with other divisions of
organisation as well. It is process which requires integrated efforts from other functional units of
business so that overall objectives of organisation is achieved effectively. The relationships of
marketing department with other functions of Langham Hotel, London are as follows:
HR and Marketing Department: Success of marketing strategies depends upon
efficiency of workforce which works on ground level and interact regularly with customers on
personal basis. There is need that skilled and innovative candidates are recruited so that
execution of plan is effective to achieve objectives of business. This requires interrelationships
between HR and marketing functions so that manpower required by Langham Hotel, London is
communicated to HR, so that recruitment is done accordingly (Hammam, and El Sayed, 2017).
Other functions like training and development, medical check-ups, career development, etc. are
also functions of HR department to maintain skilled staff for marketing processes.
Marketing and Finance Department: Funds are required for each activity in business
operations and it is main function of finance department to identify adequate sources and
allocate budgets for every functions of organisation. It is responsibility of finance department to
provide sufficient funds for marketing activities so that organisational objectives are achieved. In
order to exploit opportunities present in business environment, marketing section relies on
finance department to provide funds so that it can be turned into profitable actions. Thus this
shows interrelationships between these two functional units of Langham Hotel, London.
Marketing and R&D Department: Research and development unit of business is
concerned with identifying customers needs and wants and other factors present in micro and
macro environment of business. Marketing is all about satisfying customer by improving
satisfaction through offering product or services which meets their expectations. Marketing
department lies on R&D functions to provide them with information which will help them to
make strategic marketing plan and other related decisions (Eletxigerra, Barrutia and Echebarria,
2018). Research and development functions plays important role in marketing actions of
Langham Hotel, London by providing information about customer needs and wants so that
guests experience can be improved.
3

Production and Marketing Department: Marketing department provides specifications
to production personnel about the product or services needed to enhance customer services. In
return, productions department ensures that quality is maintained according to expectations of
customers. Marketing department of Langham Hotel, London ensures that product or services
like accommodation, food, complimentary services, staff and other factors are well maintained
and according to customers wants and expectations so that their expectations can be met.
All these interrelationships shows that achieving organisational objectives is integrated
efforts of every department in Langham Hotel, London. This ensures that customers needs are
identifies and products and services produced are according to specifications so that guests
experience can be improved (Dinçer and Alrawadieh, 2017). Trained and skilled staff are needed
so that customer satisfaction can be enhanced with positive attitude and behaviour of personnel.
All these activities requires funds which are allocated by finance sections ensuring that
operations are performed smoothly.
TASK 2
P3 Comparison between organisation and how they apply marketing mix to achieve
organisational objectives
Marketing mix is set of actions that businesses uses in promoting its product or services
in the target market. It includes 7Ps which are Product, Price, Place, Promotion, Process, People
and Physical Evidence. There are two organisation for which marketing mix will be compared,
they are Langham Hotel, London is one of 5-Star luxury hotel known for its traditional style in
London, England and another is The Savoy which is luxury hotel on the River Thames, situated
in London (Guaracino and Salvato, 2017).
Marketing Mix Meaning Langham Hotel The Savoy
Product It is finished product
or services that any
company is offering in
target market to satisfy
consumer needs
(Baker and Saren,
It presently has around
380 rooms, palm
court, bar, dining
room, cookery school,
restaurant which are of
world class design. All
It has approximately
267 rooms and view of
River Thames. It also
has dining room,
restaurant, weddings
and events halls, bars,
4

2016). It should be
according to customers
needs and wants to
achieve organisational
objectives (Gibson and
Parkman, 2018).
this services are
provided by hotel to
ensure that customers
expectations are met
and loyalty is
increased which helps
in attaining marketing
plan.
swimming pool, etc.
All these services
improves customer
satisfaction and thus
helps hotel to increase
its sales.
Price It is value of product
or services that
customer is willing to
pay. It should include
cost and profit margins
so that company can
survive in market.
There are competitive
pricing policy in
which strategies are
framed after analysis
prices of competitors.
Bring 5-Star luxury
hotel, although has
adopted Premium
pricing policy but
keeping other
competitive hotels in
consideration.
The Savoy adopted
Premium Pricing
policy. In this prices
are decided after
evaluating quality of
services provided by
hotel. In this prices are
kept higher than usual
so that it represents
qualitative aspects of
services (Fairley,
2019).
Place It shows place where
product or services is
accessible for buyers
with ease. It can be
exclusive stores, E-
commerce websites for
online purchase, etc.
Langham Hotel is
situated in London,
England. In the district
of Marylebone facing
towards Regent's Park.
It is one of grand hotel
and known for its
traditional styled.
It is luxury hotel
which has innovations
like lights, lifts, lavish
rooms and other
facilities. Best
experience is the view
of River Thames that
enhances satisfaction
of guests.
Promotion It includes all Langham Hotel offers The Savoy attract
5

promotional tools and
activities that
organisation applies to
promote their product
or services in market.
It can be advertising,
discounts, offers,
coupons, etc. which
are intended to
increase sales (Dileep
and Mathew, 2017).
fourth night free with
the stay for three days,
advance purchases
discounts, package for
breakfast, picnic stay,
pyjama party, family
getaway, etc. are used
as promotional tools
so that more customer
are attracted to achieve
objectives.
guests by introducing
offers like Early
Booking discounts,
complimentary nights,
breakfast package,
Christmas offers, etc.
All these to target
more guests so that
sales revenue is
increased.
Process It shows steps or
activities by which
services are delivered
to consumer so that
their satisfaction and
experience is
improved
(Mahadevan, 2018).
Langham Hotel
processes are mainly
concerned with
restoration and
bringing innovative
ways to enhance
experience of guests.
Introduction of
Artesian menu in
restaurant, service
style of staff to treat
every customers in
respecting with their
travelling needs and
expectations (Melissen
and Sauer, 2018).
The Savoy hotel
enhances customer
experience by
introducing Afternoon
Tea Winter menu in
garden, restoring
heritage, pick up and
at airport in luxury car,
trained staff at ground
level to increase guests
satisfaction level. This
will help hotel to
increase its market
share and competitive
advantage in industry.
People It includes all
individuals which are
connected or have
Targeted customers
are upper income
population which
The Savoy targets
customers which are of
upper class and
6

stake in organisation
like management,
employees, suppliers,
customers,
stakeholders, etc.
makes its market
niche. Langham Hotel
is managed by The
Leading Hotels of the
World. It has highly
trained and experience
staff which are capable
of handling customer
grievances and
enhancing their
travelling experience.
wealthy population. It
is owned by The
Savoy group of hotels.
It has trained
employees which
serves guests
according to their
needs and expectations
so that satisfaction can
be improved (Lee,
Reid and Kim, 2016).
Physical Evidence It is material part of
service which helps in
providing satisfaction
to customers. For
example, building,
logos, equipments,
business cards,
websites, customer
attitude, etc (Ariffin
and et. al., 2018).
Langham Hotel
physical evidence is
processes by which
hotel provides services
to guests like rooms,
food and beverages,
restaurants cookery
school programs , etc.
All this provides world
class experience to
guests which help
hotel to increase
customer satisfaction
and attain objectives.
All the services of
hotel like restaurant,
spa, dining rooms,
ballroom, resort, pick
and drop services for
guests in luxury car,
are considered as
physical evidence for
The Savoy hotel. All
this increase sales
revenues which further
assist in achieving
organisational
objectives.
TASK 3
Covered in PPT
7

CONCLUSION
From the above assignment it is understood that marketing is process of creating and
implementing strategies so that organisational objectives can be achieved. Hospitality sector
deals in accommodation, food and beverages, travel and tourism and other amenities for
travelling. Its process is changing with the current and future trends of marketing environment.
In this study, different roles and responsibilities are identified in context or organisation which
helps in achieving objectives. Interrelationships of marketing functions with other departments of
business shows that marketing plan is integrated efforts of organisation. Marketing mix states
7Ps which depicts different aspects of market plans and various strategies. In order to introduce
new product SOSTAC model will be applied so that actions and strategies are made to introduce
new product effectively in market.
8

REFERENCES
Books and Journals
Ariffin, A. A. M. and et. al., 2018. Exploring the influence of hospitality on guest satisfaction in
luxury hotel services. e-Review of Tourism Research. 15(1).
Baker, M. A. and Magnini, V. P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International
Journal of Contemporary Hospitality Management. 28(8). pp.1510-1534.
Baker, M. J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Biełuszko, K. and Marciszewska, B., 2018. Room Rate Parity vs. Rate Fences in the Context of
Price Discrimination Theory: the Case of the Polish Hospitality Market. Argumenta
Oeconomica. (2 (41)). pp.113-133.
Chandiok, S. and Sharma, P., 2017. Hospitality Marketing: Strategic Issues. In Strategic
Marketing Management and Tactics in the Service Industry (pp. 213-242). IGI Global.
Dileep, M. R. and Mathew, V., 2017. Marketing of Tourism Industry: Enhancing Services
through Marketing Mix Elements. In Strategic Marketing Management and Tactics in the
Service Industry (pp. 304-329). IGI Global.
Dinçer, M. Z. and Alrawadieh, Z., 2017. Negative word of mouse in the hotel industry: A content
analysis of online reviews on luxury hotels in Jordan. Journal of Hospitality Marketing &
Management. 26(8). pp.785-804.
Eletxigerra, A., Barrutia, J. M. and Echebarria, C., 2018. Place marketing examined through a
service-dominant logic lens: A review. Journal of destination Marketing &
Management. 9. pp.72-84.
Fairley, J., 2019. Turnaround Strategies in Destination Marketing Organizations. In Tourist
Destination Management(pp. 227-239). Springer, Cham.
Gibson, P. and Parkman, R., 2018. Cruise operations management: Hospitality perspectives.
Routledge.
Guaracino, J. and Salvato, E., 2017. Handbook of LGBT tourism and hospitality: a guide for
business practice. Columbia University Press.
Hammam, A. and El Sayed, S.F., 2017. THE EFFECT OF POLITICAL INSTABILITY AND
TERRORISM ON THE MIGRATION OF EGYPTIAN HOSPITALITY MANPOWER
(CASE STUDY ON FIVE STAR RESORT HOTELS IN HURGHADA). International
Journal on Recent Trends in Business and Tourism. 1(2). pp.55-68.
Lee, H. Y., Reid, E. and Kim, W. G., 2016. Antecedents and the Moderating Effect of Value
Consciousness on Customer Complaints in the Social Commerce Industry. Culinary
science and hospitality research. 22(6). pp.98-104.
Mahadevan, R., 2018. Examination of motivations and attitudes of peer-to-peer users in the
accommodation sharing economy. Journal of Hospitality Marketing &
Management. 27(6). pp.679-692.

2