Hospitality Marketing Essentials: Roles, Mix, and Plan for TUI UK

This report provides a comprehensive analysis of hospitality marketing, specifically within the context of TUI UK. It begins by outlining the key roles and responsibilities of the marketing function, emphasizing customer needs, advertisement and promotion, trend monitoring, public relations, and sales improvement. The report then discusses the relationship between the marketing department and other organizational departments, such as HR, IT, and operations. It also compares the marketing strategies of TUI with those of Marriott Hotels, focusing on the marketing mix (product, price, place, promotion, people, process). Finally, the report culminates in the development of a marketing plan designed to meet specific objectives for TUI UK, addressing market analysis, target audience, and strategic recommendations. The report aims to offer a detailed overview of marketing principles and their practical application within the hospitality sector.

hospitality marketing
essential

Table of Contents
INTRODUCTION...........................................................................................................................3
P1Deseribe the key roles and responsibilities of marketing function within the organisation...3
P2 Discuss how roles and duty of marketing related to the wider organisational context..........5
P3 Compare the ways in the different hospitality sector and use marketing mix.......................6
P4 Develop a marketing plan for the hospitality organisation to meet the objectives................9
CONCLUSION..............................................................................................................................11
REFERENCES .............................................................................................................................12

INTRODUCTION
Marketing is consider as the process or set of activities for creating, communicating,
delivering and exchanging offer that have the value for the customers, Client, partners and
society at large (Chatterjee and Chatterjee 2019). Along with this it help in understanding and
addressing customers needs and desire which not only benefits customers but as well as
employees. Hospitality marketing is all about applying the marketing strategies and techniques in
the hospitality industry. This report is based on the TUI UK which travel and tourism industry. It
headquarter is located in Luton London. This report briefly explain about the organisation roles
and responsibilities which are essentials for growth and development. Along with this, marketing
play an vital role in to promote and expand business effectively. Beside this this report explain
about the various hospitality sector with the help of marketing mix. At last the business plan is
made for development and meeting objectives in a well define manner.
P1Deseribe the key roles and responsibilities of marketing function within the organisation
Marketing refers to the activities which is undertaken by the company to promote the
buying and selling of product and services effectively. It include advertising, selling and
delivering the product to the consumer or to the other business. In the regards of TUI the
marketing managers is responsible for creating brand image and market for the company. So
organisation have to emphasis on the marketing activities which is important for attracting more
and more customers. Here are some roles and responsibility which are explained down below:
Listening to the customers needs: For development and growth it is important to get
closer to the customers and figure out what they actually need. It is the major responsibility of
marketing departments to plan the necessary outcomes for providing better services to the
consumers. In the context of TUI the marketing departments must ensure about the needs of
customers regarding the hotel services which include bookings, parking facilities. This can be
achieved by the taking proper feedback and make changes for satisfactory services.
Advertisement and promotion: It is most basic and essential duty for the market
professional is to advertising and promotion of a product or service. This involves the creative
factor which involves ad campaigns, and include catchy phrases and powerful images, as well as
deciding where and when to place the advertisements. For the organisation like TUI marketing
manager must ensure that advertisement is done on a large scale which help with the help of
various tools such promotion on TV and print as they covers larger audience.

Track trends and monitor services: It is important to know the organisation current
position regarding the market and the competition (Dias and Afonso 2019). For the marketing
team of TUI have to put emphasis on trends and offer the product as per the requirements of the
consumers. On the other hand it is important to track the services which is offered by the
organisation as it help in maintaining the quality of the product.
Public relations: In the current business scenario there are various kind of competitors
present in the market so it is important for the firm to maintain the public relations because it
help in growth and development. TUI must develop strategies like taking feedback from the
customers which help in creating public relation which leads toward profit making and growth I
a well define manner.
Help in improving sales process: From it has been cleared that marketing departments
have the responsibility to improve the sales performance by using effectively promotional
strategies. In the case of TUI the marketing manager have to promote their services with the help
of advertisement on TV and enduring the celebrities for which help in attracting more and more
customers.
Develop marketing plan: This is consider as one of the most important factor which is
used for preparing blueprint for future course of action. The TUI management must make long
term plan which help in minimising the risk. As with the planning it help organisation to achieve
its desire goals within the limited time span. Hence marketing plan reduce the uncertainties and
loss present in the market.
P2 Discuss how roles and duty of marketing related to the wider organisational context
Marketing is the discipline which involves various kind of action which are undertaken
by customers to maintain the healthy relationship with the customers. Networking is important
for developing and expanding the market in this competition world. Effective relations with the
different department provide efficiency and motivate individual to perform their task in a well
define manner. There must be proper communication among the department so that operational
activities can done smoothly. Along with this communication within the department is essentials
as it help expansion and growth in a well define manner. Therefore here are some inter-relation
of department in the context of TUI is explained briefly.

Interrelation of marketing with HR department: Marketing and Human resource
department have there importance within the organisation which help in reducing the conflict
and misunderstanding in the organisation (Dixit and Loo 2019). Marketing have the role to
promote and expand the business so the company can increase there profit. Whereas HR have the
duty to provide best employees to the organisation. For TUI, marketing team have to provide the
requirement and HR will recruit the employees as per the requirement given the marketing team.
Both the department must have proper communication so that business activities can be
performed effectively and desire goals can be achieved in a well define manner.
Interrelation of marketing with IT department: IT department have grown its
important in the recent years due to technological advancement. As this department help in
technological advancement which help in improving the working performance of the employees.
With the assistance of IT department the TUI marketing team can effectively promote the
organisation services on various platform such like social media as it has become tool for
promotion. So marketing and IT department help in achieving the desire and objective in a well
define manner.
Interrelation of marketing with operational department: The marketing department
have to work closely with the operation department to conduct the proper research and
development programme in order to satisfy the current and future needs of the customers. For the
organisation like TUI marketing department set the deadlines for the operational department to
offer the services in the given time frame. Beside this production department ensure about the
quality of the product as well as services for ordering best offering to the customers. Both the
department must have proper communication to provide timely services to the respective
customers.
P3 Compare the ways in the different hospitality sector and use marketing mix
Marketing mix is a foundation of business model and it is define as the set of marketing
tool the firm uses to pursue its marketing objectives in the target market. It refers to the four
broad level of the marketing decision which are product, price, place and promotion which help
organisation to provide better quality product as well as services to the customers. It is a
marketing tool that combines a number of components in order to strengthen and solidify a
product’s brand and to help sell the product or services. Along with this it help in becoming more
competitive and adaptable in the business market and facilitate with probability and expansion

within the limited time frame. Here are the marketing mix which is explained briefly down
below:
7P'S TUI Marriott hotel
Product The company deals in hotel
and tourism industry and it is
one of the most popular brand
in the UK (Fyall and Wang
2019). They have diversified
business in various sectors
such as airlines and hotel.
They have maintain the quality
by providing high quality
services to their respective
customers.
On the other hand Marriott
hotel provide accommodation
to the tourist. They have best
in class services all across the
world. They provide services
for the higher income group
people and they have loyal
customers around the world.
They offer services and are
famous for its traditional
design and practical for
consumer use.
Price The pricing strategies which is
used by the TUI is competitive
based pricing techniques as
thee are many rivals present in
the market. They keep their
price as per the market as they
want to attract more and more
customers. There main
objective to provide services to
the middle class people as it
help in creating higher profit
margin.
The current pricing strategies
are low as Marriott wants to
capture larger audience. They
offer rooms and services for
higher price as they provide
additional features such as
gym, spa for the comfortable
stay. They use optional
product pricing strategies to
attract more and more
customers.
Place TUI have various hotels and
store around the UK which
include 650 retail stores and
The company sell product
through two marketing
channels such as directly to the

hotels. They are currently
opening hotel at different
countries in order to expand
their business.
customers through the online
website. And second they sell
it to whole seller to various
countries. They have partner
with different other hotel in
different continent to making
higher revenue and profit.
Promotion They are using websites from
where customers can book
their tickets for hotels and
airlines. They are using
tourism magazines and
newspaper for promotional
activities. For the new launch
TUI is conducting formal press
representation for gaining
larger attention of the
customers.
Marriott use various multiple
media channels to promote
their services which include
advertisement on television
and radio. They advertises on
various social media platforms
with a focus on YouTube,
Facebook and Twitter due to
the high monthly usage of
these sites.
People The people of organisation
must have good behaviour as
they are consider as the face of
the organisation. The TUI
employees are well behaved as
they greet customers
effectively (Gretzel and
Murphy 2019). The
organisation spends more time
on training and development
of employees skills as in result
it help in growth as well as
Marriott have staff working
under the various department.
The employees are trained
with the proper techniques in
order to gain competitive
advantages. The employees
also take care of visitors needs
and wants for making their
comfortable stay.

profit maximization.
Process Related to effective services
TUI focuses on timely delivery
of services. They have unique
process for offering services
which include advancement in
technology for booking hotel
for the customers and easy
check in and check out.
They process are simple and
make sure about that their
offering of services are done
on time for their loyal
customers (Lau 2019). They
also have online websites for
making convenience to select
the room as per the
requirement of the customers.
Physical evidence This is consider as the
important element in the
marketing services which
include staff of the employees.
The other physical evidence is
hotels, airlines are the part of
physical evidence.
Marriott have various hotel
across the world which come
under the physical evidence.
P4 Develop a marketing plan for the hospitality organisation to meet the objectives
COVERED IN PPT
CONCLUSION
From the above mentioned report it has been analysed that marketing plays an important
role in hospitality sector for providing quality services to the customer. Further the marketing
department have roles and duty such as identifying the needs of the customers which help them
to gain profit as well expansion. Along with this every organisation have to use marketing mix to
understand the current and future trends present in the market. Beside this, business plan is
important to have to diversifying and promoting the product to the larger audience in a well
define manner.

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