Hospitality Marketing Essentials: Analysis of Jurys Inn Marketing

This essay provides a comprehensive overview of hospitality marketing, focusing on the case of Jurys Inn. It begins by outlining the key roles and responsibilities of the marketing function within Jurys Inn, including market research, product/service management, promotional channels, and pricing. The essay then explores the interrelationships between the marketing department and other functional units within the organization, such as product management, purchasing, accounts, selling, and distribution. It further analyzes the significance of these interrelationships and how they relate to the marketing environment. The essay also compares the marketing strategies of Jurys Inn with InterContinental Hotels Group (IHG), evaluating how both companies apply the marketing mix (7Ps) to achieve their business objectives. It examines product, price, place, promotion, people, process, and physical evidence strategies, and evaluates the tactics employed by Jurys Inn. Finally, the essay discusses the development of a basic and strategic marketing plan for Jurys Inn, including the use of the 7Ps and measures for monitoring and evaluation to achieve overall marketing objectives.

HOSPITALITY
MARKETING
ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
Key roles and responsibilities of the marketing function within Jurys Inn.................................1
Roles and responsibilities of marketing relating to a wider organisational context....................2
Analysing the roles and responsibilities of marketing in the context of the marketing
environment.................................................................................................................................4
Analysing the significance of interrelationships between marketing and other functional units
within Jurys Inn...........................................................................................................................5
Critically analysing the key elements of marketing function and its interrelationship with other
functional units within Jurys Inn.................................................................................................6
LO2..................................................................................................................................................6
Comparing the ways in which Jurys Inn and InterContinental Hotels Group (IHG) apply the
marketing mix to the marketing planning process to achieve business objectives......................6
Evaluate different tactics applied by Jurys Inn to demonstrate the way in which business
objectives are achieved................................................................................................................9
LO3..................................................................................................................................................9
Basic marketing plan for Travelodge to meet marketing objectives...........................................9
Covered in poster.........................................................................................................................9
Detailed, coherent, evidence-based marketing plan that applies the marketing mix to meet
marketing objectives for Jurys Inn..............................................................................................9
Strategic marketing plan that tactically applies the use of the 7Ps and includes measures for
monitoring and evaluation to achieve overall marketing objectives.........................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is referred to be an essential consideration of almost all sort of organizations and
it plays a contributory role onto the business. The current is hereby entitled as Hospitality
Marketing essentials which is mainly to depict the importance of activities like promotion and
advertisements to further trigger the process of sales. This ultimately serves to the consideration
of enhancing the overall profitability of the enterprise to a great extent (Bowie and et. al., 2016).
The present report has thereby covered some such significant aspects of marketing with a special
context of a well-known hospitality firm in UK named Jurys Inn to enlighten the readers about
its undertaken marketing functions. This also described the interrelationship among the
marketing as well as other departments of hospitality enterprises. Jurys Inn is a privately-owned
establishment which is currently operating in total 43 distinct locations with approximately 2500
employees. It is 137 years old and has been felicitated with several number of awards.
LO1
Key roles and responsibilities of the marketing function within Jurys Inn
This is to discourse upon the vital role and responsibilities of Jurys Inn marketing
department where it duly assists in the promotion of their business for a timely attainment of
their undertaken goals and objectives. It is known to create a predominant image of the brand to
positively represent the company to its audiences in the market.
Roles and responsibilities How is it executed in Jurys Inn
Market Research This is referred to be the foremost role of
marketing that consists of some prime
responsibility of collecting valid and reliable
information about the targeted set of market
(Jauhari and Bharwani, 2017). It is done to
ascertain the factual needs and demands of the
customers in the market to further assess the
information for developing effective and need
base products. In Jurys Inn, this role is being
performed by the marketing team in terms of
understanding the realistic demands in the
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market to take accordant steps.
Product/ Service management This role is carried out once after targeting the
consumers in the market to further set the
prices of the formulated products or services. It
hereby includes correctly responding to the
determined requirements of the customers and
keeping the product updated. In the cited firm
as well, the service management is done by the
team to comply by the above identified needs
and demands of the targeted marketplace.
Promotional channels This is yet another most vital role of marketing
department in Jurys Inn with a prime
responsibility of choosing from some smart
choices of promoting the launched goods and
services (Kandampully Zhang and Bilgihan,
2015). It is for example to choose from the
traditional or digital means of advertising to
attract a large set of consumers.
Pricing This refers to the process of setting price where
Jurys Inn need to select the most suitable
strategy of pricing. It is because in case they
set the most- highest or lowest costs of their
newly launched service, they may suffer from
huge amount of loss.
Roles and responsibilities of marketing relating to a wider organisational context
This is basically to state the relationship of above stated roles and responsibilities of
marketing functions to a wider organisational context. Herein, one can relate the marketing
purposes to other existent departments of the hospitality firm like Jurys Inn (Koritos and et. al.,
2018). Below are some other key organisational departments that relates to the roles and
responsibilities of marketing-
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 Product management- This being a different department of the quoted entity relates to
the function of managing products and services. Despite of being an administrative
department of Jurys Inn, the workers employed in it are responsible to look upon the
operations of guest reservation, etc. Such close interaction with the customers helps
them in acknowledging as well as fulfilling their needs by together informing the same
to the marketing team.
 Purchasing and accounts- This is yet another operational department of Jurys Inn that
is mainly responsible to ensure a satisfactory formation of budget and other financial
considerations (Leung, Xue and Bai, 2015). Employees working in it are required to
coordinate with the marketing personnel’s and set a definite budget for the activities to
be undertaken by them.
 Selling and distribution- This is the most closely related department of Jurys Inn that
looks upon the marketing functions with a prime agenda of coordinating with the
department which is accountable for promoting the goods and services.
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Analysing the roles and responsibilities of marketing in the context of the marketing
environment
Role Responsibility How do they Relate to each other and to
the Marketing environment
1. Undertaking
advanced strategies
to promote the goods
and services
Technical team
This relates to the social factor of the
environment that is mainly concerned
about undertaking such measures that
directly meet out the actual needs of the
customers. This is for instance to develop
some effective digital media strategies to
interact with the customers with a
foremost responsibility of the technical
team to make it possible.
2. Setting prices Budget team This being another vital concern of both
marketing and budgetary team insists on
referring to the fluctuating economic
factors in the market (Perera and Perera,
2018). In whose accordance, the price of
goods and services are needed to be set by
the chosen enterprise.
3. Implementing
policies
HR team HR being a significant part of the
organisation is required to look upon the
legal as well as political factors of the
market and set accordant policies and
practices onto the firm. Likewise, for
marketing department as well, HR sets
effective policies and practices with a
mandatory outlook of performing the
same. This is because of continual
changes in the market that mandates the
HR professionals to stay UpToDate and
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relevantly apply them at the workplace.
This is for instance in context to the hiring
of marketing professionals in Jurys Inn
and allocate their expected wages.
Analysing the significance of interrelationships between marketing and other functional units
within Jurys Inn
There is a huge significance in the interrelated functions of marketing and other
organisational departments. Below referred is the association between marketing and other vital
departments of Jurys Inn-
 Research and development (R&D) department- This is characterised as another most
closely related department with that to the marketing division of the cited entity. A
good affiliation among both of these departments is evident to lead in giving
contending benefits to the enterprise. It is on considering the fact where the R&D
section comes up with the most innovative ideas to be implemented for marketing
goods (Tresidder, 2015). This is for example on implementing one of the most
innovative ideas of introducing a vegan menu in the hotels of Jurys Inn after
determining a rising demand of environmentally conscious people. It can thereby lead
to give the most happening opportunity to the marketing team to work upon its
promotion and enhance the base of consumers.
 Production department- This is another most important operational department in
Jurys Inn that often seems to have a disputed relationship with marketing subdivision.
It is because both of them are discretely concerned about the achievement of their
individual target. Although, a close association among these 2 departments is
important for continual enhancement of the establishment. This necessitates a friendly
interaction among both the divisions to together fulfil the identified needs and
requirements of the customers.
5

Critically analysing the key elements of marketing function and its interrelationship with other
functional units within Jurys Inn
This is to relate the key elements of marketing function with that to the functional units of
Jurys Inn. Herein, Jurys Inn being in hospitality involves several numbers of departments that
links to its marketing division, as well- Food & Beverages- This is highly dependent on the marketing function of the quoted
enterprise where best food is required to be served to the consumers. For this purpose, it
is significant to know their choices and accordingly design the menu and promote it to
the guests and users. Herein, Jurys Inn can refer launching an online interactive medium,
in which the users can directly check the menu and food tariffs, etc., for ordering the food
of their own choice. Accommodation and lodging services- It is on referring to the fact in whose accordance, a
guest’s interest towards booking a room in hotel varies to a great extent (Bhasin, 2018).
There exists a huge list of choices, on whose basis, a guest tends to select a room in the
hotel. Marketing hereby corelates with this department by propagating the services to the
such customers, whose requirements can be easily fulfilled by the Jurys Inn.
LO2
Comparing the ways in which Jurys Inn and InterContinental Hotels Group (IHG) apply the
marketing mix to the marketing planning process to achieve business objectives
Element of (7Ps) Company 1
Jurys Inn
Company 2
InterContinental Hotel Group
(IHG)
Product
The main products and services
of Jurys Inn involves lodging and
accommodation of its guests in its
hotel rooms with services related
to food and beverages and a very
well-known costa coffee bar of its
own. Although, to meet the need
of all kind of consumers, it deals
with a wide range of services.
IHG is more famous for its
distinctly branded hotels and resorts
with services for all type of guests
including business clients and
vacationists, etc.
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Price
For being more into premium
services, the price range of
services provisioned by Jurys Inn
is a bit higher than that of its
contenders. It is thereby known to
base more upon premium pricing
method.
IHG is known to deal with a variety
of services for its users with a
pricing that matches the budget of
all type of consumers (Wikinson,
2013). This is basically on
considering the fact of being tied up
with n number of hotels and
restaurants that gives them an
opportunity to serve the distinct set
of needs of all its users ranging from
low to high budget. IHG is known to
operate with 2 different mix of
premium and economy pricing.
Place
Being in the prime locations of
the globe, it is commonly spread
across the UK, Czech Republic
and Ireland with around 43
hotels. It thus has an approximate
number of 7500 rooms in those
hotels and is planning to expand
to other areas as well.
With several number of divisions,
IHG is known to has a total number
of 5000 hotels consisting of near
about 8000, 000 guest rooms in
across 100 different nations. Being
headquartered in Europe, it too
operates at a worldwide level and is
spread across some major regions of
Asia, Africa and Middle East.
Promotion
Jurys Inn is mainly inclined
towards the tactic of societal
marketing which is an age-old
concept by being responsible
towards the citizens (Radojevic,
Stanisic and Stanic, 2015). The
cited firm is therefore known to
undertake sustainable practice
towards designing their services
IHG with a contemporary outlook
and its widespread presence all over
the globe is known to be make a
perfect use of E-commerce
marketing. This is also referred to be
a great idea of attracting large set of
customers who are more inclined
towards using today’s advanced
measures.
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and serve the same to the users in
the most eco- friendly way.
People
This refers to those who are
inside and outside the business
and are directly accountable for
the sale of services. Jurys Inn
being more customer focussed
operates with assistance of B2C
strategies. For which, they are
known to hire experts who are
very much skilled in proficiently
handling the consumers.
IHG being more into B2B tactics is
also known to employ professionals
having great customer centric skills
to directly deal with the business
clients (Minazzi, 2015). To keep
them up to date about the changing
market demands, regular training
sessions are being held by the
company with accreditation given
who comply by the standardised
norms.
Physical evidence
This is referred to be yet another
effective element of marketing
mix that puts a direct impression
on the guests. The quoted entity
is hereby known to maintain a
clean and friendly surrounding of
their hotels that permit the
customers to make constructive
judgements.
IHG with a similar consideration is
known to maintain a clean and user-
friendly environment at its hotels
with an ability to serve the
customised needs of its guests.
Process
Some fundamental procedures of
Jurys Inn include the customer
services of booking a room for
the guest, checking them in along
with ensuring a smooth check out
(Leung, Bai and Stahura, 2015).
IHG too includes similar procedural
flow with some main procedures of
room booking, check in and check
outs that also comprises some in
between procedures for ensuring
guest’s satisfaction while receiving
other relatable services.
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Evaluate different tactics applied by Jurys Inn to demonstrate the way in which business
objectives are achieved
This is to describe such effective strategies that can be undertaken by Jurys Inn to attain
their overall business goals and objectives. It involves-
 Improved distribution system- This not only intends to met out the marketing objectives
of the hotel but together targets at the achievement of overall organizational goals. An
improved system of distribution is expected to enhance the exposure of Jurys Inn’s room
inventory (Kim, Vogt and Knutson, 2015). This is also apparent to make easy and
reasonable connection with that to the top providers of hospitality industry that involves
tour related services and food and beverages, etc. It also makes it simple for the hotel to
connect with the guests from anywhere in the globe. It together simplifies the process of
decision making with assistance of several reporting tools.
 Effective promotional strategies- This is basically to deal with more web-based measures
of promoting the goods and services rather applying the traditional means of advertising.
Jurys Inn is hereby known to make a proactive use of social media to reach a large set of
customers by together making a progressive use of content marketing.
LO3
Basic marketing plan for Travelodge to meet marketing objectives
Covered in poster
Detailed, coherent, evidence-based marketing plan that applies the marketing mix to meet
marketing objectives for Jurys Inn
Executive summary
This section depicts a marketing plan of Travelodge where it being a budget hotel is now
planning to launch a boutique hotel, consisting of premium economy rooms, also entitled as
“SuperRooms” for its clients and users. Below is a detailed description of its newly launched
services that has also encompassed its targeted set of market and some strategies to attract them
in greater numbers.
Company overview
Travelodge is basically a privately- owned company which operates all over the UK (Gae,
2017). With a foundation of near around 33 years, it is now positioned as the 2nd largest budget
9

hotel in UK and the 3rd largest chain of hotels in terms of bedrooms in its hotels that are more
than 32, 600.
Marketing situation analysis
Internal analysis
This is basically to carry out an internal assessment of Travelodge which will be done using
a famous tool called SWOT and is as referred below-
Strength Weaknesses
 It is known to have a strong base of
customers.
 Provide great rooms to the guests at
cheap rates (Jones, Hillier and Comfort,
2016).
 It has a low brand recognition which
makes it a bit weaker in terms of its
contenders.
 It makes less use of digital technologies
which is needed in today’s era.
Opportunities Threats
 It has a huge opportunity of growing its
presence by expanding into newer set
of markets that has yet not been
exposed by Travelodge.
 A rising competition in this sector is
known to be a threatening aspect for
Travelodge where many of its
contenders are practising several
effective measures to enlarge their
respective base of consumers.
 This is for instance on considering the
use of social media marketing (SMM)
which is less effectively used by
Travelodge.
External Analysis
This is to assess the external environment of Travelodge by analysing its market with the
help of a tool called PEST-
Political Economical
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 This is in context to the political
environment of UK which is very much
instable after the occurrence of Brexit.
 This generally refers to the downfall of
income due to a sudden recession and
inflation in the nation causing to
increase the price of goods and
services.
Social Technological
 It indicates the changing preferences of
the customers where people often
demand differently in distinct set of
areas.
 This is on referring to the technical
advancements that are constantly taking
place in the market (Buccoliero and et.
al., 2018).
Marketing Strategies
This can be specified with assistance of a strategy called segmentation, targeting and
positioning (STP), which is as stated below- Segmentation- This is one of the oldest techniques of marketing in which, Travelodge
has depicted the use of psychographic segmentation on considering the lifestyle of
people who will like its concept of proposing SuperRooms. Targeting- Herein, the undertaken establishment has referred adopting a concentrated
targeting method to meet out the customized needs of its customers (Buccoliero and et.
al., 2018). This is for instance, Travelodge will be hereby fulfilling the distinct set of
requirements of its guests in their SuperRooms. Positioning- This is basically to showcase a unique selling proposition (USP) for
Travelodge to market their newly introduced proposal of SuperRooms. Herein, it has
mainly referred to satisfy the need of its business clients who are often in search of
living in a desired surrounding, despite of being in a business trip. Considering the
same, the SuperRooms will be customised as per their specific needs.
Strategic marketing plan that tactically applies the use of the 7Ps and includes measures for
monitoring and evaluation to achieve overall marketing objectives
11

Business
Objective
Marketing Mix &
Strategy
Tactics Monitoring & Evaluation
 To
enhance
the base of
customers
in the
market.
Product/ Physical
evidence/ Process
 This
objective
will be
attained
with the
use of
aforesaid
marketing
mix
elements.
 In which,
the product
and
services of
Travelodge
will be
designed in
accordance
to the
identified
needs of
their
business
clients.
Its monitoring will be
done by taking feedback
from the clients and
asking them to fill a form
to share both their positive
as well as negative
experiences (Kim, Vogt
and Knutson, 2015).
 To create a
positive
image of
its brand.
Promotion/ People  This tactic
will
indicate a
better use
of such
Formal surveys will be
carried out by the staff to
know about their
customer’s experiences.
12

promotiona
l strategies
that
smoothens
the flow of
communica
tion among
the service
users and
providers.
 Trained
professiona
ls will be
hired to
serve the
guests and
take care of
their
specified
needs and
demands.
 To
improve its
market
shares.
Price/ Place  Here, the
pricing
strategy
will play a
contributor
y role
where the
place is
also
situated
A cost benefit analysis
will be done to check any
improvements in the
market shares.
13

nearby
renowned
tour
locations
(Leung,
Bai and
Stahura,
2015).
CONCLUSION
The above report is based on the marketing essentials of a chosen hospitality firm of UK and
comprises 3 vital parts. The foremost section has summarized the role played by marketing in an
origination, along with its correlation with other organizational departments. It has been followed
by a comparison among 2 hospitality entities to relate their ways of applying the 7P’s of
marketing mix for attaining their overall business goals. Lastly, both basic and coherent
marketing plan has been depicted to meet the undertaken objectives of marketing by Jurys Inn. In
which, some effective strategies of marketing like STP has been applied. Also, it has concluded
the analytical outcomes of the firm with assistance of certain applicable models.
14

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