Hospitality Marketing Essentials: Marketing Mix and Plan for Hotels

This report delves into the core concepts of hospitality marketing, using the Hilton London Bankside Hotel as a case study. It begins by introducing the marketing concept and current trends, followed by an exploration of the key roles and responsibilities of the marketing function within a hospitality entity. The report then examines the interconnectedness of marketing with other organizational functions, such as human resources and finance, and emphasizes the value and importance of marketing in modern businesses. A comparative analysis of how different hospitality firms apply the marketing mix is provided, leading to the development of a basic marketing plan designed to meet the marketing objectives of a hospitality enterprise. The marketing plan includes executive summaries, company overviews, mission statements, goals, situational analysis using the SWOT model, and detailed strategies incorporating the marketing mix elements. Financial predictions and monitoring/evaluation methods, including KPIs, are also discussed. The report concludes by emphasizing the importance of understanding consumer demands and developing effective marketing strategies to achieve organizational goals.

Hospitality Marketing
Essentials

Table of content
 Introduction
 Key roles and responsibilities of marketing function in a hospitality entity
 Discussion of how roles and responsibilities of marketing are related to other
functions
 Comparison of how distinct hospitality firms apply marketing mix
 Producing basic marketing plan
 Conclusion
 References

Introduction
All businesses whether small, medium or large, makes effective utilisation of
marketing for generating awareness and influencing target consumer group to
engage with their offering. For improving knowledge for hospitality marketing
essential, Hilton London Bankside Hotel is chosen enterprise. It is situated at
London, UK for providing amenities and services such as on-site restaurant,
indoor pool, fitness center and many more to vacationers or travellers.

Explaining key roles together with responsibilities
of marketing function in a hospitality entity
 Introduction of marketing concept with current
along with future trends
The concept of marketing is involves identification of
needs of consumers and accordingly producing
products, ideas, services and others which will have
potentials to fulfil target audiences while making
profit.

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The current trends in marketing of In Hilton London Bankside Hotel are
as follows:
 Micro influencers:
 Personalisation
There are various predicted or future trends of marketing by marketing
department of In Hilton London Bankside Hotel which are as follows
 Virtual reality
 Blockchain’s potential

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 Marketing process includes the ways through which a business devises
values for customers as well as builds stronger customer relationships
with the hope of capturing values in return. The marketing process of
Hilton London Bankside Hotel is as follows:

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Roles and responsibilities of marketing functions in organisational context
The roles and responsibilities of marketing function of Hilton London
Bankside Hotel are explained below:
 Organising and conducting campaign management for initiatives:
 Monitoring and managing pages on different online platforms
 Work addition to brand values
 Innovation:
 Tracking trends together with monitoring competition

Discussion of the ways roles and responsibilities of
marketing are related to other context of company
Marketing function is part of organisation and is connected with other
functional units effectively. The interrelated ways in which responsibilities
along with roles of marketing function with wider functions of Hilton
London Bankside Hotel are underneath:
 Marketing department with human resource management
 Marketing function and Finance function:

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 Value and importance of marketing role in business
Marketing role is most valuable and important for modern businesses. in
Hilton London Bankside Hotel, the marketing role of important as it
conducts market research, understand about customers, shares information
with other functions, builds relationships with target audience and takes
the company to great heights through suitable promotions.

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 Conclusion based on critical analysis of significance of effective
relationships among distinct functional departments
From the presented information, it is concluded that effective relationships
within different functional departments of Hilton London Bankside Hotel is
significant as builds trust and mutual understanding between departments to
carry out activities towards organisational objectives.

Comparison of how distinct hospitality firms apply
marketing mix to marketing planning process for
reaching organisational objectives
Within a business, marketing mix is used as a tool to focus towards various elements
which go to promote a brand together with its offerings. Within Hilton London Bankside
Hotel, marketing mix is used as a technique to generate awareness among target audience
and selling offerings or multiple accommodation programmes to end consumers.

Producing basic marketing plan to meet objectives
related to marketing of hospitality enterprise
 Marketing plan is referred to a comprehensive document which highlights
overall marketing efforts for some organisational product or service. As Covid-
19 situation have left deep scars on entire hospitality industry, managers of
Hilton London Bankside Hotel are planning to initiate workings as they were
performing earlier.