Hospitality Marketing Report: Strategies for Hotel Success - Marketing

This report delves into the core functions of hospitality marketing, focusing on The Connaught Hotel in London. It begins by outlining the key roles and responsibilities within a marketing function, including market research, finance, communication, and branding. The report then explores how these marketing roles interrelate with other departments within a hotel, such as front office, housekeeping, and maintenance. A significant portion of the report compares the marketing mix strategies of The Connaught and The Ritz London, analyzing product, price, place, promotion, people, and physical equipment. Finally, the report formulates a basic marketing plan for a hospitality company, aiming to meet marketing objectives through strategic initiatives. The report emphasizes the importance of customer relationships, brand loyalty, and adapting to market trends for success in the hospitality industry.

Hospitality Marketing
Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
TASK 1 ...........................................................................................................................................3
P1 Key roles and responsibilities of marketing functions in hospitality industry ......................3
P2 Discuss how roles & responsibilities of marketing is related with the wider organisational
context.........................................................................................................................................5
TASK 2............................................................................................................................................7
P3 Compare the way in which different organisation of hospitality industry apply marketing
mix to attain business objectives.................................................................................................7
TASK 3 .........................................................................................................................................10
P4 Formulate a basic marketing plan for hospitality company in order to meet marketing
objectives...................................................................................................................................10
CONCLUSION .............................................................................................................................13
REFERENCE.................................................................................................................................14

INTRODUCTION
Marketing is core function of management in which promotion along with survival
other activities is carried out in order to gain success and development at marketplace.
Marketing includes planning and implementation of ideas, concepts, thoughts for
serving services to consumers by offering benefits to both consumers and
organisations. It is a process that is utilised for determining, anticipating, satisfying
future consumers requirements (Bojanic and Reid, 2017). The following report is based
on hotel the Connaught, which is a five star hotel & luxury hotel situated in London. This
is one of the best and prestigious hotel of London. In present report discussion about
roles and responsibility of marketing functions is discussed along with comparison of
two different companies based on marketing mix. Lastly, formulation of marketing plan
according to laid objective in present situational analysis.
MAIN BODY
TASK 1
P1 Key roles and responsibilities of marketing functions in hospitality industry
Marketing of any product or service requires satisfactory efforts on developing
good relationships with customers. These functions performed for such brand loyalty of
organisation that are identification of target customer needs and wants, developing right
product or service for customer satisfaction and finally keep them retained with new
opportunities coming up that gives them a reason to come back again (Neuninger, Dixit
and Loo, 2019). In relevance to The Connaught Hotel, London follows basic concepts of
marketing functions associated to any business product or service mentioned below:
The Production concept: Products or services that are easily available and
affordable are proffered by consumers in this concept of production.
The product concept: Innovative products irrespective of their price having high
quality and performance are preferred here by customers being product-specific.
The selling concept: The main focus of this concept is aggressive selling of
products and service through promotional efforts for increasing company's current
market share.

The marketing concept: After establishing above objectives, organisational goals
are to be achieved. The Connaught Hotel therefore ensures proper delivering of
communication driving customer value as compared to its competitors.
Roles in marketing function
Market research & planning: The marketing research analyst role of chosen hotel
company is to analyse all four departments consisting of food and beverages, travel and
tourism , lodging and other recreational activities for making proper plans for future
marketing (Mariani, Borghi and Okumus, 2020). The connaught Hotel, appoints
concierge to interacts with guests and possible leads directly providing them with
required services they want accordingly.
Finance & product development: Depending on the nature, size, location and
appetite of selected hotel business, product manager oversees the budgeting of
marketing, advertising and promotion of product. Accordingly marketing consultant role
is to provide assistance to all staff members deliver customer experience services within
budget satisfying maximum needs of guests visiting the hotel.
Communication and distribution: Managing a brand requires both internal and
external relationships to be strong be it working with multiple advertising agencies or
monitoring competition through partnerships. Hotel General manager supervises the
sales & marketing departmental functions that consist of PR activities, organizing of
campaigns, event planning, housekeeping, waiter/waitress services etc.
Branding and selling: This involves creation of engaging contents across various
media channels such as websites, intranet, social media and news letters. The
Connaught Hotel, has a brand manager that works on delivering creating new strategies
and logo brands by working with its communicating team members.
Responsibilities
There are certain common responsibilities of mangers and staff members The
Connaught hotel, London according to the roles discussed above of event planner,
executive chefs, marketing and branding manager (Beck, 2017). Apart form those roles,
there are certain responsibilities that should be undertaken by all discussed below:

 For successful promotion and marketing of brand , The chosen Canaught hotel,
London works with different advertisement agencies through outsourcing of
resources.
 It is responsibility of the hospitality organisation to establish proper management
of relationships with partners and agencies in future.
 Evaluation of strategies drawn before for all marketing and advertisement
functions performed for making of new ones accordingly.
 Identification of customer needs and wants visiting the hotel experience and
improve the services & facilities by effective functioning of hotel employees.
 IT is also responsibility of marketing manager to have a supervision over
functions of marketing and sales departments.
 Time management regarding guest check-ins and check-outs, room service
facilities, food facilities , booking system, social media campaigns and
promotions etc. are to be managed and updated accordingly.
 Delegation of job tasks to every employee of chosen hotel as per new planed
strategies formed is the responsibility of senior team members appointed.
P2 Discuss how roles & responsibilities of marketing is related with the wider
organisational context.
A business refers to a system which includes organisational structure,
management structure, resources and employees in order to attain the objective of
organisation. In which there is a interrelation in all the function of company (Okumus
and Cetin, 2018). Interrelation refers to a connection among peoples, parties within or
outside of system.

Marketing department is a crucial department of all companies as they are
responsible to promote and advertise about product or services of hotel at larger scale
in order to increase sales along with profitability of company. It has often seen that it
have a string interrelation with other divisions within organisation. It is considered as
vital in order to attain goal in effective manner. In context of hospitality sector,
interconnection between marketing and its other department are as follows:
Front office and marketing departments: responsibility of front office division is
to carry out effective interaction with guest as this is the first things that imposes
impression on visitors. Primary role that is performed by the entities of front desk is to
mange the data of clients in effective manner. They keep information and provide that to
entities of marketing department of Hotel so that they will able to effectively formulate
the strategies that are required for satisfying the needs of consumers (Mirehie, M., and
et.al., 2018). This information aid marketing team for developing more customized
plans, designs related to effective advertisements for grabbing more consumers
towards services of hotel. This interconnection aids connaught hotel to achieved their
aim of reaching and influencing more consumers.
Housekeeping and marketing department: Roles that is performed by the
housekeeping department is to maintain hygiene and cleanliness within Hotel so that
Illustrati
on 1: organisational chart of Hotel

consuming will able to feel safe while consuming services. Housekeeping team team all
information related with the status, requirements of consumers as well as to make
arrangements according to the specification of consumers. Such information aids
marketing department to formulate marketing plan & adapt personalised strategies for
enhancement of revenue generation of business unit.
Maintenance & marketing departments: Maintenance department of the
Connaught hotel is responsible for provision of engineering facilities and that contributes
toward comfort of guest & that enhances efficiency of employees. The housekeeping
department relies on maintenance in order to keep things in well mannered as well as
they determines all deficiencies in facilities hotel like faulty of electric plugs, dripping
facets etc. and all that information is transferred to marketing departments in order to
increase satisfaction level of loyal guest so that retention of client will improved and
enhanced for longer period of time.
Concierge and marketing department: A concierge is responsible to assisting
guests in order to make reservations, in making arrangements and in delivering related
information. As well as assures in coordination and cooperation so that guest will not
face any problems. They plays vital roles in order to manage all things of hotel
effectively. Where as the roles that is played by marketing department is to promote
about activities and services of company and with the assistance of marketing
department, the entities of concierge will effectively able to guide consumers about their
services.

TASK 2
P3 Compare the way in which different organisation of hospitality industry apply
marketing mix to attain business objectives
Marketing mix is a strategy that comprises different elements like product, price,
promotion and place which are essential to attain predefined goals. It is considers as a
combination of different elements that are related to business operations and provide
competitive edge to organisation. In addition, with marketing mix managers are able to
prepare effective strategies in order to strengthen their marketing position. In reference
of the Connaught hotel, there are some additional elements such as people, process,
physical equipment are also included in marketing mix (Eletxigerra, Barrutia and
Echebarria 2018). Comparison between marketing mix of the Connaught and the Ritz
London is discussed as under:
Basis The Connaught The Ritz London
Product It refers to the services,
facilities that are being
provided by hospitality
organisation. In regards of
Here, organisation provides
range of services such as
customized rooms, delicious
food and beverages, online
Illustration 2: interrelation among all departments of hotel

respective hotel, it offers
facilities such as free wi-fi,
food and beverages, room
facilities, waiting room and
many more in order to
provide ease to customers.
room booking, WI- Fi
services and more. In
addition, it also has Spa,
bars, golf banquet and
conference halls to meet
with the requirements of
clients.
Price It is analysed that hotel is
renowned among
customers which make
them enable to charge
higher price. Most of its
customers belong to
premium group of society
that allowed managers to
determine higher price for
their services.
Here, Ritz London adopts
premium pricing strategy as
they are serving to elite
group of customers. It helps
them to maintain the brand
image of organisation at
market place (Mercan, and
et.al., 2020).
Place The Connaught hotel is
located at prime location of
London so it is easy for
customers to reach. Here, it
is operating at different
locations of country that is
essential to enhance the
presence and serve
customers in better
manner.
It is analysed that Ritz
London is an internation
hotel that has presence in
overseas market. Currently,
it is operating in nearly 30
countries such as United
sates, Germany and more.
Managers conscious about
location thus select prime
locations to provide easy
accessibility to customers.
Promotion There are several ways
used by managers to
The Ritz London is majorly
depend on word of mouth

promote services.
Hoardings, posters are also
used by organisation to
promote services. In
addition, they are making
efficient use of digital
techniques such as SEO,
social medial platforms and
more to enhance the brand
visibility. For promotion
purpose, they also provides
complimentary services,
vacations package and
more in order to get
competitive advantage
(Koc, 2020).
advertisement by stratifying
its existing customers
through better services. In
addition, they also give
advertisement in travel
magazines to attract more
number of buyers. In
addition, the website of
organisation also plays a
major role to ensure higher
bookings that is essentials
to inflate in sales and profit
margin.
People Here, managers hire
candidates from elite
institutions who are
competent enough to
perform assigned task in an
efficient manner. They also
arrange necessary training
programs for their
enhancement.
In Ritz London, employees
are effective and able to
deal with guest effectively
that is essential to satisfy
customers. They have the
competency to provide
effective front desk and
house keeping services to
customers that is crucial to
maintain positive image of
brand.
Physical equipment It comprises tangible things
that are visible to people
and help to grab their
Here, ambiance, interior of
organisation are highly
attractive that is essential to

attention. In reference of
the Connaught, ambiance,
interior of hotel is designed
in such a manner that grab
the attention of visitors.
provide better experience
to9 clients. In addition, they
have qualified and
competent front desk and
house keeping stage who
are able to interact with
guest in better manner.
Process The Connaught hotel has
effective process to provide
better services to
customers. They ensure to
use appropriate steps with
an aim to deliver higher
satisfaction to guest.
In context of Ritz London,
there is proper coordination
between different
departments of hotel such
as house keeping, front
desk, maintenance and
more that make them
enable to carry out whole
process in an efficient
manner.
TASK 3
P4 Formulate a basic marketing plan for hospitality company in order to meet marketing
objectives
Marketing plan refers to a documentation of various strategies that are acquired
by companies for achieving laid objectives of business unit. This activity helps to
concentrate on attaining the goal of business so that there will be effectively and better
utilisation of available resources is carried out. Marketing plan refers to a core
strategies with regards to coordination and directing certain marketing efforts in
company. It is carried out with basic level i.e. strategies which utilises for determining
marketing plan (Cheng and Chen, 2017). Another is tactical which is used for execution
of marketing plan.
Goal setting

Mission: Primary mission of Connaught hotel is to make sure that guest will feel
a little like entering another elegant world by offering immersed culture, warmed and
refined ambience.
Corporate objective: Here, are some corporate objectives of company which
need to be attain on the basis of present marketing plan as follows:
 To enhance the market share of company by 7 % in upcoming period of 4 years. To more concentrate on promotional policies for increasing brand awareness as
well as to target more users. So that the revenue generation will be increased by
2.4 % in upcoming time of 2.5 years.
SWOT analysis
Strength Weakness
 Biggest strength of connaught hotel
is that they offers luxurious and
premium services to their
consumers.
 There is a proper guest feedback
systems where connaught offers its
properties to be robust as they are
tracking behaviour of consumers on
regular basis for maintaining royal
consumer base.
 With COVID-19 case, there is
decrement in demand for hospitality
industry.
 They are only targetting higher level
income consumers and due to
which low level consumer will not
afford their services (Guaracino and
Salvato, 2017).
Opportunity Threat
 By concentrating on sponsor events
connaught hotel have opportunity of
further expansion and that creates
high brand awareness for their
target market.
 Threat of stiff competition that
reduces market shares in drastic
manner.
 Large number of competitor rivalries
such as Hilton, Marriott who have
similar strategies and lead to have
high competition.