Hospitality Marketing Essentials: Roles, Mix & Marketing Objectives

This report provides an overview of hospitality marketing essentials, focusing on Accor, a multinational hospitality company. It explains the key roles and responsibilities of the marketing function within a hospitality organization, detailing its interrelations with other functional units such as finance, human resources, and customer service. The report also applies the marketing mix (7Ps) to marketing planning for achieving business objectives, illustrating how product, price, place, promotion, people, process, and physical evidence contribute to a successful marketing strategy. Furthermore, it produces a detailed marketing plan designed to meet specific marketing objectives within the hospitality sector, emphasizing the importance of understanding customer needs and the marketing environment for effective strategy development. This analysis provides a comprehensive understanding of how marketing drives business growth and customer satisfaction in the hospitality industry.

HOSPITALITY MARKETING
ESSENTIALS

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
P1 Explanation of key roles and responsibilities of marketing function.........................1
P2 Interrelations of marketing roles and responsibilities with other functional units.. 3
P3 Application of marketing mix to marketing planning for achieving business
objectives...............................................................................................................................4
P4 Producing an detailed marketing plan to meet marketing objectives for hospitality.
................................................................................................................................................6
CONCLUSION................................................................................................................................9
References:.....................................................................................................................................10

INTRODUCTION
The marketing efforts are centred on determining and satisfying customers’ needs
profitably. The hospitality marketing essential is a crucial aspect for an organisation. To make
any product or services successful it is essential to be communicated in the correct way, to right
people, on right time and place. The hospitality industry defines to business like hotels, bars, &
restaurants which provides drink, food & place to sleep to people. The hospitality marketing is
focused on business thinking in terms of customer needs and their satisfaction. The hospitality
marketing seeks in what way different sectors of hospitality industry such as accommodations,
food and drink, tourism and travel develops their marketing strategies for product and service
promotion which results in revenue gaining (Alford, P., 2018). The report is based on Accor
which is a French multinational hospitality company in Europe that owns, manages & franchises
hotels, resorts and vacation properties. It was founded in 1967 by Paul Dubrule and Gerard
Pelisson operating in 5,199 locations over 110 countries. The report covers marketing roles and
its interrelationship with other functions. The marketing plan is developed with marketing mix of
hospitality organisation.
MAIN BODY
P1 Explanation of key roles and responsibilities of marketing function.
Marketing- The marketing term defines to a activity, and process which creates,
communicates, delivers and exchange offerings that creates value for customer, clients & society
at large. The marketing activity is performed by companies in the aim of promotion of their
products and services by using social media, advertising etc. It helps in understanding customers
which builds and maintain relationship with them (Campos, J. and Oliveira, M., 2018). In
hospitality marketing of Accor, the customers need to be aware of their services which an
marketer can achieve by using technique of marketing. The current trend of marketing hotel uses
are internet marketing, content marketing and future trends are societal marketing, relationship
marketing etc.
Marketing process- It is related with customer satisfaction towards their requirements for the
value creation known as marketing process. It comprises of 5 steps in marketing hospitality.
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1. Understanding of customer needs and marketplace- In hospitality of Accor it is
significant to have an understanding of consumer wants and demand for increasing long-
term equity.
2. Designing customers-driven marketing strategy- In this market is divided into
segments and organisation decides to whom it will serve. The segmentation is done on
basis of target customers and chooses value proposition which is a set of values that is
offered to customers of Accor (Chandiok, S. and Sharma, P., 2017).
3. Construction of integrated marketing plan- The marketing strategy of Accor outlines
the customers that company will serve and value will be developed. To implement the
marketing strategy, it comprises of marketing mix and customer relationship is build by
by transforming marketing strategy into action.
4. Build profitable relationship- The offering of superior customer value and satisfaction
by Accor helps in developing and maintaining of profitable customer relationship which
produces high consumers equity and increases share of consumer portion in purchase of
product & service.
5. Capturing value from customers- The company combines values of current and
potential customers for producing high customer equity through more loyalty towards the
company. Customer equity is best way for measuring performance than market share or
current sales in Accor.
Roles and responsibilities of marketing in hospitality
The hospitality marketing seeks hoe segment of industry like hotels, resorts, uses
marketing techniques for the product and service promotion. The tourism marketing drives
business growth by satisfying the customers with services and helps in catering more clients. The
marketing function consists of several responsibilities of business which are responsible for
company growth. The role of marketing manager in Accor hotel is to maximize revenue by
gaining a deep understanding of needs &b attitudes of consumers (Cooper, C., 2020). To meet
the guests needs the marketing manager is responsible for coordinating the marketing and
promotional activities. The manager also works closely with hotel staff to make ensure guests are
satisfied with their facilities. The marketing manager plays crucial role in promotion and selling
of services of Accor hotel to customers. The manager analysis the type of customers hotel wants
and how to attract them by finding the ways for hotel to server the customers. The manager has
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huge role in formulation and implementation of marketing strategies for Accor hotel. The role of
manager is to produce the marketing objectives for the hotel and customers as well. The
marketing process have significant role in identification of new developments in marketing
environment comprising of changing marketing traits, socio-economic forces etc.
Responsibilities
 Market research- It is associated with detail study of various marketing aspects for the
purpose of facilitating marketing decision. The marketing manager is responsible for
conducting market research to identify the factors that shapes hotel appealing to
customers (Evans, N., 2019). The customer reviews are monitored on websites to know
the strength and weakness of hotel. The hotel marketing has prime role in attracting
bookings.
 Promotion of facilities- The marketing manager is responsible for development of
promotion in Accor hotel when the bookings are low. With help of special events such as
gourmet weekends, offering incentives like one night of extra accommodation for more
attraction of guests.
 Brand equity-It defines the product value based on degree which consumers tends to be
inclined over hotel. The process benefits in building reputation and help Accor hotel in
increasing sales volume by creating strong brand value of hotel in eyes of consumers. It is
also considered as an responsibility of hospitality marketing manager.
P2 Interrelations of marketing roles and responsibilities with other functional units.
In the wide context, the marketing functions primarily involves the identification of the
customer requirement and anticipating the consumers’ needs and determining ways for profit
maximization. The prime focus of Accor hotel was be in coordination with other functions in
order to have the effective marketing strategy (George, R., 2021). The interrelationship among
different functions of marketing contributes towards the improvement of efficient marketing
strategy which address wider needs of customers.
 Marketing and finance- The strategies and plans must be in specific budget. The
functioning of finance is related to marketing as it provides the budget for
implementation of marketing campaign and strategies within defined cost. The finance
department also gives information regarding the cost which needs to be included to carry
out the marketing activity. With this marketing department of Accor hotel needs to in
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contact with finance department so that it can have knowledge of financial position of
business to carry business activities Accordingly. '
 Marketing and human resource- The HR department works for employee welfare and
right candidate is recruited for right job in the provided budget. The marketing
department of Accor hotel is linked with HR department which ensures to fill vacancies
on time. The training opportunities are also provided to candidates which help them in
addressing challenging conditions of market. The feedback is provided on employee
performance to marketing department for performance evaluation and checking targets
has been achieved (Gursoy, D., 2018).
 Marketing and customer service- For an organisation it is an important function which
works together for assessing that customer are satisfied or not regarding their products
and services. The customer service department gives feedback of customers to marketing
department of Accor hotel so that in services modification can be made or new service &
product can be developed. Together working of both departments helps in building
positive relationship with their clients and guests.
P3 Application of marketing mix to marketing planning for achieving business objectives.
The marketing mix is a part of marketing plan which is used as tool for the promotion of
product and services to target customers. It is an tactic for a company comprises of 7Ps.
 Product- It defines to an item or service provided by the company for satisfying the need
of customers. The Accor hotel offers unique and qualitative experience to all customers.
The hotel deals in many brands such as luxury (Raffles, Fairmont), premium (MGallery,
Swissotel), midscale (Novotel, Mercure) and economy (ibis). The hotel with twenty
brands have 4000 and 300 hotels in its portfolio. It offers high-quality product to
customers which helps in retaining customer loyalty and offers service vouchers to those
companies who have collaboration with it.
 Price- It represent to selling prices of product that customer is willing to pay. The Accor
hotel uses several pricing strategies for different sections of society. The hotel adopted
premium pricing for offering the best quality by lowering the prices to compete with the
competitors and for attraction of more customers (Jamal, T. and Camargo, B., 2022). For
the midscale brand it adopted mid premium pricing strategy and for economy product it
adopted affordable and reasonable pricing policy.
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 Place- In this the area of distribution is determined to sale the product. The Accor hotel
spread its network involving 6 continents and 100 countries. The hotel provides its
services to several locations such as Frankfurt, Hong Kong, Sydney, Hamburg, London
etc. which are located in all culturally, economically and nationally tourist destinations. It
has more than 250,000 collaborations to operate successfully in global area. The
important business strategy is followed by that is combination of owned properties,
management contracts and franchise properties which allows in expansion and offers
strong brand to customer across countries.
 Promotion- It comprises of promotional mix to promote a brand such as personal selling,
public relation etc. The Accor hotel is powerful brand which is known globally for
product and services. To maintain position, it launched several ad campaigns through
television, radio, newspapers and billboards (Mathur, M. and et.al., 2020). As
promotional policy it offers festive and seasonal discounts in various of its hotels. The
hotel takes the use of promotional schemes like promo codes, campaigns, 'Happy
Monday' scheme for booking of rooms during off season.
 People- It involves employees who have directly interaction with customers and hoe their
job is performed. The Accor hotel employees more than 250,000 employees which
involves 55% strong work force under 35. The hotel provides training programmes to
employees which is done through 100 partner schools and universities globally and have
own more than 800 trainers.
 Process- It defines to process impacting on handling of product and service by
employees and offering to consumers. The Accor hotel provides best in class services to
consumers so that bookings can be made through smooth integrated websites and mobile
application interface. The hotel also provides redeeming and availing discounts & loyalty
points. The process of booking and check-in is very easy and simple by showing a vaild
identity card.
 Physical evidence- This is related to anything tangible or physical environment in which
services takes place. The physical evidence of Accor hotel is evident in different
properties which are located around the world. It is physically evident that more than
9000 restaurants and spa are the part of services provided by hotels (McGladdery, C.A.,
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2022). There are some of iconic hotels involving Raffles, Singapore, Fairmont Pacific
Rim.
The application of marketing mix helps marketing manager of Accor hotel in analysing
present situation of market for development of effective marketing plan for achieving long-term
organisation goals.
P4 Producing an detailed marketing plan to meet marketing objectives for hospitality.
The marketing plan defines a document which outlines the efforts of marketing strategy
of an organisation for upcoming period. It includes business objectives for the accomplishment
of objectives within a time frame. The plan too considers present marketing position of business
and have flexible formal structure. Marketing plan purpose helps in assisting growth of business
by defining suitable strategies & increasing customer base. It also comprises of detail budget
plan for funds and resources. The hotel with a help of plan is able to focus on tactics that offers
standards and qualities of products. The plan is made up of several elements.
 Executive summary- The marketing concept is a wider term which is mainly related to
the promotion of goods and services by involving market research that needs to be
provided to consumers in According to needs and their satisfaction. The marketing plan is
a blueprint which renders right direction for achieving desired goals in correct way
(Melissen, F. and Sauer, L., 2018). The hotel provides several services such as food,
room services, free Wi-Fi to guests so that they can visit again. To attain the objectives
marketing manager conducts the market research, creates awareness and several
strategies. The plan is prepared for Accor hotel to have growth in long term.
 Vision & mission statements- The vision statement of Accor hotel is to offer best
experience to customers. It wants to become most innovative with best performing and
valued hotel company in world. The mission statement of Accor company is to make the
customers and employees happy & smiling. It also wishes to become leader in Europe in
hotels.
 Objectives- The Accor hotel aims to attain sales by increasing 25%. It also wants to offer
quality products by increasing the product offering in lunch menu. The Accor hotel has
objective of increasing overall revenue by 15% in period of one year.
 Market analysis- It involves the analysis of market research. The Accor hotel has large
market share in terms of keys, with more than 26,500 rooms over 156 properties in 23
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countries continent-wide and 54 hotels with over 10,386 rooms. It follows hierarchical
structure defining chain of command. The hotel adopted merger & acquisition strategy
which helped French conglomerate in improving presence of emerging markets (Murphy,
J., Gretzel, U. and Pesonen, J., 2019). The Accor hotel provides high value-added
services and personalised services for employees & government such as gifts.
 SWOT analysis- It helps in analysing the potential of hotel in market by analysing the
internal and external factors.
◦ Strength- The strength of Accor hotel is it is a top hotel operator worldwide and
expert in hospitality industry. It provides importance to employee engagement,
training and development and reduces labour turnover which makes the employees
happy. The hotel offers discounts which is enjoyed by 40 million customers in hotel
loyalty programme (Najar, A.H. and Bukhari, S.A.M., 2017). It is being focused on
geographic expansion operating in 100 countries around the world. The hotel has high
brand image and goodwill.
◦ Weakness- The weakness are other players of hotel in the market uses their
forecasting and finds difficulty in catering all segments of customers. It had non-
strategic business which made the brand lose and being an hotel group, it has fixed
costs higher than other business which creates problems in hotel when demand
declines.
◦ Opportunities- The opportunities Accor have of building academics in more
countries providing students a global experience. The packages can be planned for the
customers and provides sustainable and inclusive growth (Pike, S., 2020). It has
opportunity of merger and acquisition with other business such as restaurants and
travel leading to growth strategies. It is also developing partnerships with several
firms to be a market leader. It also takes use of promotional techniques to cater large
customers and to compete in global market.
◦ Threats- The Accor hotel face threat from competition from the competitors such as
Starwood Hotels, Best Western, Cendant Corporation, Hilton Hotels Corporation etc.
The sales can be hampered due to global economic condition and increases demand
for innovation offering. The hotel has threat of foreign currency fluctuations as two
third revenue comes from international operations.
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 Marketing strategy- It is a plan for reaching to prospective customers for product and
services which involves target market. It considers STP which is a business analysis tool
helping in segmentation, targeting and positioning strategies. In segmentation market
demographic and geographic factors are taken as it helps hotel in segmenting market in
correct manner. The Accor hotel segments luxury to economy segments (Proctor, T.,
2020). The Accor hotel targets to those people who provides a huge profit to hotels for
the better growth. It targets to business travellers and leisure travellers belonging to
luxury, upscale, mid-market and economy segments. In positioning to attract target
customers different promotional and advertisement can be used such as Twitter,
Facebook etc. The global, powerful brand provides innovative, high-quality services to
all hotel customers and partners.
 Budget- It outlines budgeted expenditure for the activities of marketing that are
documented in marketing plan. It comprises of revenue and cost which is a financial plan.
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 Performance analysis- It aims to seeks variances of metrics that are documented in
marketing plan. The revenue variance analysis is evaluation of positive and negative of
revenue and in case, of negative the cause of deviations is evaluated. In market share
analysis the evaluation is taken for organisation that it has achieved its target market
share. The sales may increase while there is decline in market share. Hence, it is
important to track this metric. The key performance indicator (KPI) can be used for
evaluating the performance.
 Monitoring of plan- In this marketing plan must ne revised and changes should be
adapted in environment. The progress can be measured by using metrics, budgets and
schedules towards the goals set in the marketing plan. It should involve continuous
assessment for goals verification of plan that are being achieved.
CONCLUSION
From above analysis it is summarised that marketing in hospitality involves significant
and critical task which creates value for customers. To make the business successful in long-run
it is important to adopt correct hospitality marketing strategy which helps in customer attraction,
revenue optimization, and build of recognition & trust. The marketing plan is an essential for
hotels which helps in attracting large customers towards their efficient services and quality
products. In the hospitality the marketing manager has various roles and responsibilities that is to
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performed which helps in maximization of profits. The application of strategies helps in offering
standard marketing to hotels.
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