Hospitality Marketing: Roles, Mix, and Plan for Brown's Hotel

This report provides a detailed analysis of hospitality marketing, using Brown's Hotel as a case study. It begins by outlining the roles and responsibilities of the marketing function within the organization, emphasizing its importance in revenue maximization and customer awareness. The report then explores the inter-relation of marketing with various departments, such as front office, food and beverage, and events, highlighting the collaborative efforts required for success. A comparison of the marketing mix elements of Brown's Hotel and The City Social restaurant is conducted, evaluating their product, price, place, and promotion strategies. Finally, the report concludes with a discussion of a marketing plan for the organization, addressing strategic initiatives and objectives.

Hospitality and Marketing
Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
P1. Roles and responsibilities of marketing function within the organisation............................3
P2. Roles and responsibilities of marketing inter-relation with wider organisational context....5
P3 Comparison of Marketing Mix elements................................................................................6
P4. Marketing plan.......................................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES................................................................................................................................1

INTRODUCTION
Hospitality marketing refers to the implementation and application of marketing techniques
in the hospitality hotel industry. This report is about the Brown’s hotel which was established in
1837 with its origin in London. The following report examines the role or marketing in hotel and
their interlinkage with the different departments within the industry. It will also conduct a
differentiation of two hotels and their marketing components. Lastly a marketing plan will be
discussed in case on the organisation launching and new product or starting a venture.
P1. Roles and responsibilities of marketing function within the organisation
Marketing is responsible for maximizing hotel's revenues. This can be achieved by
planning strategies in such a way that it will result in increased occupancy of rooms and other
related facilities like accommodation, meeting and banquet halls and other leisure & wellness
facilities. Marketing in hotels includes the studying all the related factors that influence the hotel
industry and also attain a detailed understanding of the needs and behaviour of customers. The
marketing department is also responsible for organising marketing and promotional activities,
and also working closely and monitoring with other hotel staff to make sure that the guest
staying the hotel are satisfied with the facilities and having a good staying experience.
Conduct Marketing Research
Customers tend to select hotels on the base of different factors, such as location, accessibility to
transportation like roadways, railway stations or airports, reputation or affordability. Marketing
Professional of the hotel, their role is to identify the factors that shape hotel in such a way that it
looks appealing to customers. Identify customer feedback on official website or on various
online hotel booking sites to identify the strengths and weaknesses of hotels. Meet with guest in
person or take their follow up through calls. Keep track of changing trends and prices of
packages in the travel industry that could possibility affect the hotel, like demand for inexpensive
family accommodations, or better facilities for business travellers (Baker and Magnini, 2016).
Maximize Customer Awareness
It is the responsibility of Marketing team of Brown’s hotel, is to do proper advertising and invest
in marketing and promotion activities of hotel through online platforms like social media or by
conducting promotional events and sponsoring in some charitable or social campaign etc. And

properly update companies’ website so that people can get access to hotel if they search for them
online. Company website should be tempting enough to attract customers and also have updated
information about the facilities and packages, accommodation prices, other wellness facilities
packages, about the number of conference halls, banquets and their seating capacity detailed
information about the location and locality must be there on the portal. Also do partnership with
destination websites and online booking sites to attain customers in large quantity and can target
larger share of market. Value added services in the hotel will also increase the revenue and will
help in attracting new consumers (Turner and et. al., 2017).
Promoting Your Facilities
Promoting and advertising are essential part of hotel marketing. In order to increase the
occupancy during the low time of the year when travel industry is low and people are busy with
their work schedules. Conducting special events such as pleasure-seeking weekends, offering of
compensatory accommodation for one night’s if they booked for long stay, or free laundry
service or breakfast buffet will also be provided this will help in attract customers and also
increase customer satisfaction and loyalty. Brown’s hotel has several conference rooms, they
avail them to local and small business for their meetings and conferences for a short period of
time at affordable prices in the off season.
Build Customer Relationships
To build a strong customer relationship which is potential from the aspect of profitability. Goos
and efficient customer relationship can ensure loyalty and stability of existing clients and they
will also benefit the company by bringing more new customers for the organisation. The
marketing professional of Brown’s hotel emphasise on maintaining and providing high quality
services to their consumers and guest. They also have a customer loyalty facility which provide a
loyalty card to their guests who are frequent customers and avail different premium services of
hotel. Under this programme the administration will provide bonus credit points to their account
which they can avail as cash point on their next transaction or payment.
Liaison with Staff and Managers
The marketing manager, will also maintain a healthy relationship and bond with other staff and
departmental managers. As the activities of marketing and their functions are inter-related and
dependent on each other. Like with front office department they monitor the booking rates so
that they can promote their accommodation facilities accordingly. Also closely working with the

event department to schedule their marketing activities to acquire clients for events and
conferences. They also work towards collecting or gathering customers feedbacks and reviews
and hand over it to CSR team to manage their actions in accordance (Yusoff and et. al., 2017).
P2. Roles and responsibilities of marketing inter-relation with wider organisational context
The marketing department and its functions are widely inter-related and dependent with all
the small or main operational sections of the hotel and their activities can only be fulfilled with
the contribution of different departmental combinations.
Marketing with front office department: The role of front office department in Brown’s hotel is
to greet the guest and handle all the walk-in’s guest and guest who has pre-booked their stays,
they are responsible for maintaining all the occupancy details and the average room rate of the
daily base. This department comprises of concierge desk, bell desk, travel desk and front desk.
They complete all the documentation and allot rooms to the guest as they have all the necessary
information regarding the person if they are VIP or VVIP etc. marketing department works with
the calibration of FO to collect information about the daily or average accommodation charges,
or is there any conference happening in the hotel or who are all the guest arrived in the hotel or is
there any VIP clients. After gathering all the important information, the marketing team will
design their activities in accordance like arranging welcome arrangements for the guest arriving
in the hotels or special facilities for the premium clients. Also promote their hotel on online
portals by availing the room prices and also cross check with the competitors’ pricings
(Dzhandzhugazova and et. al., 2016).
Marketing & Food and beverage department: Restaurants have various cuisines and chefs daily
presents a new dish of the day which is the creation of their own sou chefs or head chefs.
Brown’s have a brilliant team of professional chefs which are famous for their different cuisines.
To promote that marketing team sponsor events for the state or region by conducting a food fair
by inviting chefs from all over the states to take part in this fair, and make it open for people to
join by purchasing exclusive passes for the events.
Marketing & Event department: The event section has the most important relation with the
marketing team. As being a renowned hotel, several big brands and companies organise their
annual events or conferences in hotels banquet. Various elite class marriage, birthday and
anniversary parties arranged in those banquets and halls. Basically, these both segments work
together as the work of event management is to organise the functions and take care off all the

decoration and other additional requirements of the guest. But it is the work of marketing
personals to maintain relationship and lassoing with those parties or clients for future
collaboration and engagements. They are the ones who conduct promotions and advertising of
the hotel and event facilities which attract customers. They bring more events and people to the
industry.
Marketing and finance department: They are the ones who provide the over all budget for the
marketing activities. They need to get the approval of the finance department first and with their
authority they are eligible to conduct any advertising or promotion. They need to provide all the
required information and data regarding the campaign or event that why they are programming
this, for what reason, where and when. Other than that, they have to clarify the financial
requirements and make submission of proper bills and receipts (Uğurlu, 2020).
P3 Comparison of Marketing Mix elements
Marketing mix is combination of strategies which is used to promote the products and services to
achieve the predefined goal as well as create the goodwill in the market. For Brown’s Hotel,
following comparison can be made:
Marketing
mix
Brown’s Hotel The City Social Comments
Product Brown’s Hotel was established
in1837 in London and it is the
oldest luxurious Hotel in London
They provide the best luxuries
rooms, suits food and beverages.
According to the Hotel they have
117 rooms in their Hotel and all
the rooms have different
architecture which is center of the
attraction.
This restaurant as compared to
Brown’s Hotel, is not very
trendy in the market. It was
opened in 2011 on 24th floor of
tower 42, and it is in the heart
of London also it has very
beautiful view of London and
provide traditional British
menu with a great customer
assistance.
As per the
comparison
Brown’s Hotel
has a wider
range of
services
Price As it is 5 star luxury Hotel of
London their prices are high as
compared to the other Hotel or
For The City Social, rates are
moderate, but they are also
providing the dining
The City
Social has
lower price

restaurant and targeting the high
income people (Išoraitė, 2016).
They provide the exotic food and
stay to the customers in their
luxurious suits which makes their
prices also exotic.
experience to its customers in a
very beautiful view. They are
targeting the mainly and high
and middle class people and
providing the quality to its
customers.
compare to the
Brown’s Hotel
but still the
leverage of
hotel is much
more.
Place People can easily book their stay
and dining through various way
like through call. Internet and
personal visit where people can
easily available And it is in centre
of city so it will main attraction for
the customers
It is best viewed restaurant in
London and is located in the
right of the city, and mainly
focuses on providing great
experience to the couples
(Pogorelova and et.al., 2016).
Additionally, this place is easy
to find also they provide
takeout’s, online portal, mobile
application to order foods etc.
Both of the
Hotel located
in the centre of
the city
Promotion There is no need to promote the
Hotel as its best Hotel located in
London and exploits benefit of
mouth to mouth publicity. The
aristocratic feels, personal suites
full of elegance and excellently
executed events are the key
attractions of the hotel.
But they promote the business
through advertisement, social
media, blogs and other platforms.
The City Social has their own
dedicated bar on the rooftop
and promoting the restaurant
through various activities such
as providing date nights or
table as gift through arranging
various games is the
commonly adopted strategy,
Both the Hotel
and restaurant
uses various
activities to
promote their
business to
achieve their
goals, but
Brown’s Hotel
is far well
positioned.
People In these point everyone is included
who want to or already connected
to the Hotel. It includes staff,
worker, cleaners, customers and its
The City Social and its
employees work with the goal
to provide the good service
through interaction also take
In terms of
hospitality, the
Brown’s Hotel
has much more

owners. All the employees at
Brown’s Hotel play very important
role in the business.
It’s very important to provide good
service product to the customers
(Lahtinen, Dietrich and Rundle-
Thiele, 2020). They offer various
list of food, drinks etc. in an
excellently trained way.
regular feedbacks from
customers. They also take care
of their employees and
motivate the employees
through a range of activities.
trained and
skilled staff
adept in
dealing with
different
situations.
Physical
evidence
Physical evidence helps to
understand the experience of the
customers after using the service
of the Hotel. At Brown’s, they
welcome people in warm way and
provide the comfortable dinning
for all customers and also provides
a complementary tour of the Hotel
so make aware about the heritage
of British culture.
As compare to the Brown’s
Hotel, this restaurant does not
have large space but they
arrange the tables as per the
customers and suited to each
family and offer different food
and pricing option for all
customers and also offering the
vegetarian (vegan) foods.
Both the Hotel
should provide
mobile
applications or
pdf for their
menu and
offerings.
Process Process define the activities done
before provided to the customer
and it also define the process to of
the product (Pomering, 2017).
Before serving the customer,
management at Brown’s Hotel
ensures about the safe health and
hygiene of the customers.
The city social always open for
suggestion from the customers
and taking care of their health
as well as maintain the
hygiene.
It’s important
to reduce the
waiting time
while serving
the food.
P4. Marketing plan
Purpose: The main aim of the new venture is to provide people with the personalised tailor-
made experience which will leave them in aw or provide them with a wow factor without them

noticing. They wanted to bring out their new venture to stand out from the crowd and earn
competitive advantage in the industry.
Service description: The are re-opening with the Bespoke experience which is basically a
tailormade services for their clients. Guest will be provided with exceptional and luxurious
services according to their needs and stay. Hotel decided to make the staying experience of the
guest luxurious and comfortable that its worth remembering. This service is basically a next level
personalised experience for the guests which they will never forget.
SWOT analysis:
Strength: The strength of Brown’s hotel is their value for money services. They have premium
and numerous options for accommodations. They have their chain in different locations. One of
the best initiatives and biggest positive aspect of this hotel is that they provide free night
accommodation for Doctors and nurses who are serving in the pandemic, they started this service
to pay them gratitude. They can avail this facility in any of their chain hotels around the world.
Weakness: This hotel is quite expensive and target only a premium and elite customer, which
left them with small customer segment and market share.
Opportunity: They have a vast pool of opportunities before them, as they are on of the historical
hotel leading the hospitality industry, they have possibility to expand their business in several
other locations and also allow public with passes to visit their ethnic historic view of the hotel.
Through this the good will increase and their business get promoted. They can also get the
attention of customers by ensuring them sanitised and most hygienic stay as after the pandemic
situation people are scared to death to stay in hotels as they are not sure weather they are
properly sanitised or not.
Threat: The potential threat can be from competitors as there are huge number of hotel brands
are operating in markets and using competitive pricing policy to acquire customer mostly after
the COVID pandemic situation when the hotel and travel industry were in downfall
(Bondarenko, Efremenko and Larionov, 2019).
PESTEL analysis:
Political: The restriction imposes by the government on travelling because of the corona virus
spread. This has caused a huge loss to the hotel industry as travellers and visitors are stopped and
due to the risk of virus people are not agreeing to stay outside their homes as they are banned to
go outside even from their houses. But on the other side the tax reform helped the industry as

government impose low tax rates on hotels this will help them to stay back at their position after
a huge loss.
Economical: The downfall in the business and market field have lower down the spending
power of customers. As people have lost their jobs and income sources are decreased. So, in such
case people tend to spend on the basic necessities instead of luxury items or travelling or staying
at 5 start properties etc.
Social: The organisation is socially responsible as they started a initiative of paying their respect
to the medical staff by providing them free accommodation for a night in any of their outlets in
the operating locations. As they are thankful for them for working day and night for everyone’s
safety and putting their life’s at risk and they are the reason it is because of their efforts all the
businesses and peoples can come to their regular life routine.
Environmental: The brown’s hotel helps in sustainability as they have partnership with clean
conscience, which is foundation dedicatedly working towards the waste management of
hospitality industries, they tend to utilise the toiletries and soaps which were left by the guest and
going to dump. They refine those and provide these items to underprivileged and to the ones who
have diseases and don’t have proper availability of soaps, so that those disease can be prevented
which could be cures from proper sanitisation and washing of hands (Han and et. al., 2019).
Legal: In order to operate industry, have to comply with several legalities and laws, they need to
get licenced and registered and done proper signatory and authorisation from the local
government entities.
Key performance indicators:
Average Daily Rate: Managing their ADR can be very advantageous for the hotels as they can
make it easy to calculate the daily revenue or expenditure for each room.
Occupancy Rate: By altering their occupancy prices by detailed market research in accordance
with their competitors and avail competitive pricing strategy can help the hotel to earn larger
revenue and generate huge profit.
Online reviews: Continuously reviewing the updates on online portals and website and going
through the feedbacks and suggestions of customers and guest can help in improving services
and replying and ensuring each and every viewer personally will improve customer service
experience of the person and increase satisfaction and brand image.
CONCLUSION

The above report is examined the marketing functions and their roles in the hospitality industry
and it was also analysed that the inter-relation of marketing responsibilities with various
operational department of the hotel. Further the comparison between Brown’s hotel and one
other organisation comparison on the basis of marketing mix components. Lastly a brief
marketing plan was developed for the new venture launched by the hotel and all of its features
and external and internal influence was discussed.

REFERENCES
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