Marketing Communication Report: Analyzing Hotel Marketing Strategies

This report analyzes marketing communication strategies within the context of health tourism, examining how hotels can effectively target and communicate with different customer segments. The report discusses the importance of adapting management styles to cater to diverse traveler needs, including those seeking relaxation, elective surgeries, and critical medical treatments. It emphasizes the significance of digital marketing, clear communication, and partnerships with medical institutions to attract and retain customers. The report contrasts approaches, highlighting the benefits of serving all customer segments versus focusing on a limited market, ultimately advocating for a comprehensive strategy to maximize productivity and profitability in the health tourism sector. References from various sources are included to support the analysis.

Running head: MARKETING COMMUNICATION
Marketing Communication
Name of the Student
Name of the University
Author note

2MARKETING COMMUNICATIONS
Answer to question 1
1
I would definitely like the management style which does not want to limit themselves and mobile
services for all the three segments of the visitors which was mentioned in the case study. I
believe that in this way the managers of those hotels or hotel chains would be able to make the
most out of the market and can effectively gain the competitive advantage against all the Rival
companies. I believe that in this case the approach of the London form was not right as they were
limiting themselves to be able to provide service to only one segment of those Travelers and that
can potentially limit their profitability and the productivity also. It is a matter of fact that when
the management of a hotel chain or a particular Hotel is allowing Three Types of travelers for
Health Tourism that would allow them to have more visitors in their Hotel as they are willing to
serve Three Types of customers who will visit their hotel and stay there while receiving medical
treatments from the nearby hospitals1. According to the case study it is seen that the first type of
the Travelers are the ones who wants to Getaway for relaxation and reduction of the stress level
and they wish to visit health spas for receiving aromatherapy or herbal treatments2. They just
want their stay in those hotels to be a bit relaxing and detoxifying for them so that they can get
1 Ormond, Meghann, and Dian Sulianti. "More than medical tourism: lessons from Indonesia and
Malaysia on South–South intra-regional medical travel." Current Issues in Tourism20.1 (2017):
94-110.
2 Uchida, Yasuo. "Medical tourism or “medical examination and treatment abroad”: An
economic study of the phenomenon." Current Issues and Emerging Trends in Medical Tourism.
IGI Global (2015): 18-30.

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engaged in their daily routine after replenishing the tired body. The second segment of the
visitors is the ones who want to get relative surgeries and want to recover beyond the reach of
their relatives or friends3. These types of customers generally have elective surgery is like
facelifts breast implants liposuction and many more surgeries which are not at all critical. These
types of customers just want to stay out of their hometown and get the surgery is done. These
people want uninterrupted service and comfort in the hotels and the management of the hotel
chains are the hotels should emphasize on attracting this second type of customers as these
customers can generate immense profitability for those business organizations or hotels. In this
context is worthwhile to mention that the third type of customers for the third segment are the
ones who wants to get admitted to the hospital as they suffered from serious medical issues and
for example snows issues are like treatment for heart diseases cancer treatments or joint
replacements and increases it can be said that this that type of customers for the visitors are the
ones who suffered from serious medical issues and therefore as they will have to stay for a long
period of time in that particular location they stay in the hotel after getting treated in the hospitals
will be longer4. It is a matter of fact that these types of customers would not be able to generate
significant amount of profitability for the hotel organizations as their daily routine will be much
more restricted due to the medical treatment stay received and therefore they would not be able
3 Noree, Thinakorn, Johanna Hanefeld, and Richard Smith. "Medical tourism in Thailand: a
cross-sectional study." Bulletin of the World Health Organization 94.1 (2016): 30.
4 Noree, Thinakorn, Johanna Hanefeld, and Richard Smith. "Medical tourism in Thailand: a
cross-sectional study." Bulletin of the World Health Organization 94.1 (2016): 30.

4MARKETING COMMUNICATIONS
to receive all the services that the management of the hotel at the hotel chains could offer. On the
other hand the management of the London farm wants to emphasize on attracting anyone
segment of the customers to their Hotel so that they provide Quality Services to the Limited
customers and by this they are aiming to improve their reputation in their market of operation. In
this way the management of the hotel organization would be selective in their weapons both to
the end users and it would also benefit them to find appropriate medical partners as that would be
necessary to establish a Health Tourism5. I would rather say that I will go for the approach where
the management of the hotel organizations would not limit them and would prefer to solve all the
three types of customers so that they can maximize their productivity along with the profitability.
Answer to question 2
If the management of the hotel organizations want to provide services to all the three
segments of the customers they will have to choose a specific pattern of communication that
should be established between the management of the hotels and the patient parties and there
would not be any mediators6. This way the management of the hotel businesses should utilize
digital marketing via websites pop ups and of course social media websites as in today’s world
the significance of digital marketing is known to all and it is a matter of fact that nowadays the
majority of the target customers are active in the social media websites and that can benefit the
5 Moghavvemi, Sedigheh, et al. "Connecting with prospective medical tourists online: A cross-
sectional analysis of private hospital websites promoting medical tourism in India, Malaysia and
Thailand." Tourism Management 58 (2017): 154-163.
6 Gmelch, Sharon Bohn, and Adam Kaul. Tourists and tourism: A reader. Waveland Press, 2018.

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hotel organizations most7. To attract all the three segments of the customers the management of
the hotels be cleared in the communication style and they should let you know the target
customers that they have the capability to provide services to the customers who want only
relaxing and detoxifying ambience, to the customers want to get away from the sights of the
peers and relatives and get elective surgeries done and get recovered. Not only that the
management of the hotel businesses should advertise that they also have the capability to provide
services to the patients who have come to their organizations after getting treated for critical
health issues in the hospital and in this way the management of days Hotel businesses can
generate an effective medical tourism. Not only that the management of these organizations
should make the medical Institutions their partners so that they can get the information of the
target customers from those health centers and can effectively make plans so that they can attract
them to their organizations.
On the other hand is the management of this hotel organizations intend to serve only one
segment of customers they should advertise in such a way that can highlight their capabilities to
serve particular leave that type of the customers who belongs to any one of the segments which
are mentioned above8. In this regard it can be said that the managements of the hotel businesses
7 Han, Heesup, and Sunghyup Sean Hyun. "Customer retention in the medical tourism industry:
Impact of quality, satisfaction, trust, and price reasonableness." Tourism Management 46 (2015):
20-29.
8 Kim, David H., et al. "Financial costs and patients’ perceptions of medical tourism in bariatric
surgery." Canadian Journal of Surgery 59.1 (2016): 59.

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can make the health Institutions their partners and get valuable information from them, they can
advertise in newspapers television channels and in their official websites regarding the typical
services they provide to their target customers and in this way it can be said that the management
of these hotels can effectively improve their performance which can potentially help them to an
immense reputation in their market of operation9.
9 Lee, Hwee Khei, and Yudi Fernando. "The antecedents and outcomes of the medical tourism
supply chain." Tourism Management 46 (2015): 148-157.

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References
Gmelch, Sharon Bohn, and Adam Kaul. Tourists and tourism: A reader. Waveland Press, 2018.
Han, Heesup, and Sunghyup Sean Hyun. "Customer retention in the medical tourism industry:
Impact of quality, satisfaction, trust, and price reasonableness." Tourism Management 46 (2015):
20-29.
Kim, David H., et al. "Financial costs and patients’ perceptions of medical tourism in bariatric
surgery." Canadian Journal of Surgery 59.1 (2016): 59.
Lee, Hwee Khei, and Yudi Fernando. "The antecedents and outcomes of the medical tourism
supply chain." Tourism Management 46 (2015): 148-157.
Moghavvemi, Sedigheh, et al. "Connecting with prospective medical tourists online: A cross-
sectional analysis of private hospital websites promoting medical tourism in India, Malaysia and
Thailand." Tourism Management 58 (2017): 154-163.
Noree, Thinakorn, Johanna Hanefeld, and Richard Smith. "Medical tourism in Thailand: a cross-
sectional study." Bulletin of the World Health Organization 94.1 (2016): 30.
Ormond, Meghann, and Dian Sulianti. "More than medical tourism: lessons from Indonesia and
Malaysia on South–South intra-regional medical travel." Current Issues in Tourism20.1 (2017):
94-110.
Uchida, Yasuo. "Medical tourism or “medical examination and treatment abroad”: An economic
study of the phenomenon." Current Issues and Emerging Trends in Medical Tourism. IGI
Global (2015): 18-30.