Hospitality Marketing Essentials: Strategies, Trends, and Objectives

This report provides a comprehensive overview of hospitality marketing essentials, covering various aspects such as the characteristics of marketing, current and future trends, roles and responsibilities, and its interrelation with other functional units within a hospitality organization. It delves into the marketing mix and the 7Ps, comparing their application across different hospitality businesses like InterContinental Hotel and Ritz Carlton. The report also explores different marketing tactics for achieving business objectives, including market definition, segmentation, positioning, and strategy creation. It presents a marketing plan for IHG hotels, outlining its vision, mission, objectives, and SWOT analysis, with a focus on increasing sales and leveraging technology. The analysis extends to segmentation, targeting, and positioning strategies, concluding with a discussion of product, pricing, place, promotion, people, process, and physical evidence in the context of IHG's new staycation service.

Hospitality Marketing Essentials

Table of contents
 Introduction
 Marketing characteristics
 Current and future trends of marketing
 Roles and responsibility of marketing
 Marketing interrelation with other functions
 Marketing mix and 7 P’s
 Comparison of hospitality business
 Different tactics for achieving business objectives

Introduction
Hospitality industries is a service industry include broad category of different fields which deals with food
and beverages services, lodging, travel and tourism, theme parks (Mensah, 2021).
Hospitality is spreading at wide rate for consumer satisfaction managing various factors in all the fields.
This report is all about highlighting meaning of marketing and there characteristics, trends and concepts.
Further, involves roles and responsibilities of marketing and its interrelation with other functional units.
Moreover report will compare the use of marketing mix to achieve overall business objectives with develop
plan to meet marketing objectives for a hospitality organisation.

MARKETING INTRODUCTION AND
CHARACTERISTICS
 Marketing is an activity of promoting and advertising of new products and services worldwide at
reasonable and affordable cost (Pike, 2020).
 Every industry needs marketing strategies to make their products information available at every
place for more competition.
Characteristics:
 Marketing is a wide function
 Consumer satisfaction is the main goal
 Marketing is an exchange process
 Marketing is continuous process
 Uncertainty of marketing environment

CUREENT AND FUTURE TRENDS
OF MARKETING
Current trends:
The present change in marketing is the marketers are more innovative and have the ability
evaluate the plan to reach the potential customers.
The present trends are more use of e-commerce activities, new social media trends,
programmatic advertising etc.
Future trend:
The future trends are developing on fast rate with greater degree use of social media marketing.
The role of programmatic advertising and artificial intelligence growth and social media playing
a great role in creating a more advanced market for the consumers.

ROLES AND RESPONSIBILITIES
OF MARKETING
The first and foremost role is managing the brand like the InterContinental Hotel maintaining
his brand worldwide by his good hospitality services.
The hotel is maintain campaign management for marketing activities and producing
promotional materials and selecting the agencies who provide marketing support.
The main responsibility of the InterContinental hotel is listening to customer needs as per
priority and demanding their feedbacks to know the position in the market (Yurchuk,2020).
This hotel is tracking and monitoring the activities to know the competition and to learn the
techniques to the best and identifying their mistakes avoiding any kind of mistakes.

MARKETING INTERRELATED WITH
OTHER FUNCTIONAL DEPARTMENTS
Marketing with sales department:
Marketing is interrelated with sales department because both the department work together in a business.
Marketing keep checking that the sales department selling products or services according to the needs of the consumers.
Marketing with research and development:
Marketing directly deals with research and development for new ideas, innovation, and creative new products with reasonable rates (Tien,2019).
Researchers are done for creating new market and for new consumer and what type of distribution channel should be selected for cheap and easy transportation
services.
Human resource with marketing:
The work of human resource management is the same as marketing to attract people for their organisation.
Marketing ensures to attract the customer for their needs and human resource management is recruiting the right people for doing this marketing task in a
specialised way.
Marketing with Finance department:
The main role plays in marketing is the finance department from which all the funds for doing any activities like advertisement, promotions are done (Deepak,
2019).

Marketing mix and 7P’s
 Marketing mix is commonly utilized strategy by the marketing managers for
the purpose of evaluating the present condition of the market
 It comprise 4P’s that is place, promotion, price and product
 The extended three P’s comprised people, physical evidence and process

Comparison of hospitality organizations
Marketing mix elements Inter-continental hotel Ritz Carlton hotel Marriott hotel
Product 200 rooms, multi-storey building, AC,
television, Wi-Fi, refrigerators, pool, bar,
gym area, food court, restaurants and loans
(IHG Hotels and Resorts, 2021).
Comfortable setting, big rooms, spas,
beach, pool, bar, banquet hall, conference
hall, restaurant, play area, yacht, resorts,
outdoor and indoor venues
Core, augmented and actual which includes
resorts, hotels and lounges, lodges,
hospitality management
Price Premium pricing strategy Premium pricing strategy Competitive pricing strategy
Place Prime location and in different nations such
as UK, USA, India etc.
Arizona, California, Ohio, New York,
Florida and many more and all are at prime
location
100 nations of the world
Promotion Word-of-mouth marketing, advertising and
sponsorships
Mouth-of-word promotional strategy,
loyalty schemes, rewards programs and
incentives
Websites, advertisement, videos campaigns
and social media is also being utilized.
People Trained and skilled employees such as chef,
waiters, cook, maintenance personnel,
managers and other important staff.
Expatriate staff and all are well educated
and skilful.
Skilled and efficient workers
Process Process oriented and have set of processes
for different operations of departments.
They have different processes elated to
online booking, stay and other operations.
Processes of customer service and
comfortable stay of the guests.
Physical evidence Infrastructure is the biggest sources of
competitive advantage
Booklets, pens, soaps, aesthetic beauty. Cordial and peaceful environment, good
ambience and architecture

Different tactics for achieving business
objectives
 Defining the market of the firm
 Creation of the market segments
 Development and execution of positioning strategy
 Segment attraction
 Creation of marketing strategies
 Marketing mix with the marketing planning process

MARKETING PLAN
Vision- The vision of IHG hotel is to provide best staycation services so that experience of visitor gets
enhanced.
Mission- The mission of the hotel it to be supportive and provide the best quality services to increase the
profitability of the business.
Objectives
 To increase the sales of company by 23 % till end of August 2022 by way of introducing staycation.
 To invest 26 % of the money within the marketing of the new service in order to increase the working of the
company.
 To work on using latest technology by increasing investment by 14% and work on repeat consumer by 16%.

CONTINUED
Elements Description
Political factors In the current market condition the tax rate is
low which is beneficial for the company as
they have to pay less taxes.
Economical factor Currently the purchasing power is very high
and this implies that hotel staycation will be
liked by the consumers.
Social factor With respect to the social factor the people
after pandemic has focused more towards
staying home and because of this the new
service of staycation will be helpful in order to
improve the working.
Technological factor For the installing of new service of staycation,
the use of latest technology will be helpful as
it will provide best services to visitors and will
help in better working.
Strength
The key strength of IHG is that it
has a great focus on consumer
experience and CRM.
Another strength is that there are
many strategic partnerships with
other companies to expand brand
portfolio.
Weakness
The weakness of company is that it
has fallen from the worldwide
position.
Another weakness of hotel is that
there is weak IT security and many
information was also stolen.
Opportunity
The opportunity for hotel to grow
and develop is to increase presence
in the developing countries as well.
Another opportunity for the
company is that they must focus on
the technological advancement.
Threat
The most common threat which can
affect the working efficiency of the
company is the intense and high
competition.

CONTINUED..
Basis IHG Hyatt
Product The new service of IHG
is to provide facility of
staycation to the visitor
coming to the place
It involves all the
different services like
facility of resort, hotel
and other related
service.
Price The pricing strategy
used is penetration
pricing as it attracts
large number of
consumers.
Hyatt undertakes the use
of price skimming
method for charging to
consumer.
Promotion With respect to
promotion the use of
modern and traditional
marketing is used.
More focus is on the
modern marketing
techniques.
Element Description
Segmentation The segment is dividing the number of
consumer on the basis of some common
features. The segment for promotion of
staycation will be based on demographic
and behavioural.
Targeting With respect to the target the selection will
be based on age that is young people
belonging to 25- 45 and who are more
focused on personal travelling or solo
travelling.
Positioning With respect to positioning IHG will be
focusing on the providing premium quality
of services so that consumer gets attracted
towards the company.

CONTINUED..
Element Description
Product The product involves the launching of the new service of staycation in order to attract the consumers.
Price The pricing strategy used will be penetration pricing (Westwood, 2019). This is because of the reason that
first it uses low price and as people get used to the service price is increased slightly.
Place The place used will be offline service within the hotel itself and for booking of staycation the use of online
service will be provided.
Promotion The promotion will be done on the basis of combination of both modern and traditional tools like use of
social media, sales promotion, discount and offers and others.
People The people involves the manpower which is being used in order to complete the working of the new service
of staycation. This involves different people employed to work on service attainment.
Process The process involves giving facility of online booking and from their visitor can book their stay and enjoy.
Physical evidence The physical evidence involves the infrastructure and facilities which is being provided to the consumer
during their stay at IHG (Vaníčková and Szczepańska-Woszczyna, 2020).

Conclusion
 Inter-continental group of hotels is one of the largest hotel group across the
globe
 Has acquired large share in the market with their effective marketing
strategies and marketing efforts
 The hotel also has great potential to compete in the industry as determined
through comparing the hotel with other two hotels operating in the same
industry

References
Dunne, Á., Lawlor, M.A. and Rowley, J., 2018. Young people's use of online social networking
sites–a uses and gratifications perspective. Journal of Research in Interactive Marketing. 4(1).
pp.46-58.
IHG Hotels and Resorts. 2021. [Online]. Available through: <https://www.ihgplc.com/>.
[Accessed on 25thMarch 2022].
The Ritz Carlton. 2021. [Online]. Available through: <https://www.ritzcarlton.com/>. [Accessed
on 25thMarch 2022].

Thank you