This report analyzes marketing and customer retention strategies within the hospitality industry, using the Royal Garden Hotel as a case study. It explores the application of the marketing mix (product/service, price, place, promotion, process, physical evidence, and people) and its impact on customer acquisition and loyalty. The report examines the characteristics of the hotel's relationship marketing program, evaluating its success as a customer retention tool. Furthermore, it proposes strategies for developing effective loyalty programs, including Royal Garden Preferred Guest and Cash Back programs, along with tactics such as social engagement, customer support, and promotional strategies. The report concludes with a personal selection of the Cash Back Loyalty program, highlighting its potential for attracting and retaining customers in the competitive hospitality market. The report is designed to give students an overview of how to apply marketing strategies to customer retention within the hotel business.
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