Unit 15: Hospitality Marketing Essentials and Thistle Hotels Report

This report provides an in-depth analysis of hospitality marketing essentials, focusing on the key roles and responsibilities of the marketing function within the context of Thistle Hotels. The report explores how marketing relates to various departments, including HR, finance, IT, and operations. It examines the marketing mix elements (product, price, place, promotion, process, physical evidence, and people) as applied to Thistle Hotels and the broader hospitality industry. The report covers the impact of the UK's exit from the EU on the hospitality sector and the importance of marketing research and internal communication. It highlights strategies for brand management, social media monitoring, and customer engagement to achieve organizational objectives. The report concludes with an overview of the importance of service quality in the hospitality industry and its impact on achieving business objectives.

UNIT 15 - HOSPITALITY
MARKETING
ESSENTIALS.

Table of Contents
UNIT 15 - HOSPITALITY MARKETING ESSENTIALS............................................................1
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
Explain the Key Roles and Responsibilities of Marketing function...........................................1
How Roles and Responsibilities of Marketing related to Thistle Hotels....................................2
LO2..................................................................................................................................................4
Marketing mix in the hospitality industry...................................................................................4
LO3..................................................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
Books and Journals.....................................................................................................................8

INTRODUCTION
Hospitality marketing lays focus on how different sectors of hospitality such as travel and
tourism, food and beverage, accommodation make use of various marketing strategies. UK’s exit
from EU has affected hospitality firms. The greatest cause of worry which was faced by UK
hotels and industry that they attract migrants from EU and those are their potential customers.
UK's economy loss related to momentum was perceived in year 2020. There was a synchronized
global slowdown that affected hospitality too. Present report will lay emphasis on key roles and
responsibility of marketing function. It is a UK based hotel company who are running their
business in three or four-star sector. Thistle Hotels were founded in 1965 and the key person of
the organization are Neil Gallagher the CEO of the organizxation.
LO1
Explain the Key Roles and Responsibilities of Marketing function.
Here are some key roles and responsibility of Marketing function in the Thistle hotel:
 Producing marketing and Promotional Material : The role and responsibility of the
marketing function is to provide a great promotion of the organization in the market they
are working. They produce and promote the material the organization offering to its
customers. Thistle hotel work into the hospitality sector, and they are promoting the
product and service they are offering to the customer so that they can develop the process
of working into the business to achieve the overall business goals.
 Define and Managing your brand : Marketing helps the organization in understanding
the situations of the brand and also define the brand into the market they are working. It
is one of the major factor or function of marketing to increase brand awareness. Thistle
hotel are providing different activities including the promotion of product and services
through different sources to increase the business and make the audience aware about the
services they are offering. It defines the brand and the working of the brand in the market
so that audience get to know about the process of working in the organization.
 Monitoring and Managing the Social Media : Marketing help the organization in
increasing the business activity and also help in promotion of the product and services
which is one of the major factor in the hospitality industry. Monitoring and measuring of
the marketing process are important so that they can control the limitation and know the
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actual situation of the market they are working. It helps in increasing the business
because social media is one of the largest platform and Thistle hotel work on all the
platforms of social media including Facebook, Instagram, google, etc. these things helps
in increasing the business profit and more attraction to the customer towards the
organization (Lahtinen, Dietrich and Rundle-Thiele, 2020).
 Conducting of Customer and Marketing research : Marketing function depending on
the basis of the marketing research on which Thistle hotel are working to understand the
business. They conduct the customers through different ways and also do the research by
asking for the feedbacks and what the audience thinks about the services the organization
are offering. It is important for the business because it helps Thistle hotel to know the
issues they are facing and the ways in which they can develop the business. Good
Marketing research can help the organization in achieving the business goal because they
will have a good understanding of the market and also help in increasing of the business
goals and objectives (Blut, Teller and Floh, 2018).
 Producing Internal communication : Marketing helps in increasing the business
activity and it also helps in increasing the communication into the Thistle hotel by
developing more communication activity. It increases the communication which make
them understand each other as well in increasing of the attention into the organization
operation and other activity. Internal communication helps in increasing the better
relation with the working of promotional activity and develop improved performance.
How Roles and Responsibilities of Marketing related to Thistle Hotels
Marketing in HR
Marketing in HR refer to the process of promoting the marketing about the vacancies and
the job position the organization is providing and offering to their applicant. Marketing is
required in the HR department to make sure that they are promoting the information in the
market so that every person gets to know about the vacancies the organization are providing and
the applicant who are interested get to know about the vacancies they are applying.
Marketing in finance
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Marketing required a lot of finance and it is important to them to make sure that they are
making a good process with the finance team. Finance team allot the money and financial help o
the marketing team so that they can apply for marketing activities and promotion. Finance team
make sure that the Thistle hotel does not face any issues due to a lot of use of finance and capital
in making the marketing activities, they need to make a good balance so that the firm does not
face any issues in the future (Thabit and Raewf, 2018).
Marketing in IT
Marketing need a proper structure and the Thistle hotel are developing a lot of
technologies updation so that they can develop their process of marketing on a wider context.
They are utilizing the IT in the organization to increase the technologies and working to be
faster. Marketing need a proper structure of working a way to represent the ideas which is
required to have a better promotional activity by marketing. IT helps in increasing the workplace
for the marketing as they are aware of the process of marketing research in the market and can
handle the situation through the technologies and made changes accordingly.
Marketing in operation
Operations of the business are important for the hospitality industry because they are
working to provide the customer satisfaction into the market which is their main objective. The
organization is having the objective to provide the best services in the hospitality sector, and they
are developing the standards of the comfort for the customer. They are promoting these through
the marketing and promotion about the company product and services. Marketing is one of the
most important factor of the business, and they are developing the business activity in the
organization so that they can improve the performance by the operation activity in their
workplace (Othman and et.al., 2019).
Marketing and Objectives
Organization are having a lot of objectives which they want top achieve in the process of
working in the industry. The organization is having objective to provide the best services of the
hospitality industry and developed service through new technologies. They need to provide the
marketing for these things to make sure that the people and customers are aware about the
services the organization are providing. Objectives are being promoted through marketing and
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also developed the information in the working business market where the organization is
working and need to achieve the goal in.
LO2
Marketing mix in the hospitality industry
Marketing Mix: Marketing mic refer to the process of tool used by the organization to
understand the marketing process in the operation and working in the business. It defines about
the company overall information which can help to the manager in understanding the decision-
making process and also in other activity.
 Product:
The Savoy Hotel Thistle hotel
Product refer to the process of providing
different product and services the organization
is offering to the customers and audinece4. The
Savoy hotel is providing different type of
services in the hospitality including the process
of food management, hospitality, spa, the
organization are providing all the services of
the hospitality industry (Law and et.al., 2018).
Product offer by the Thistle hotels are
including the food, hospitality, spa, music,
gym, pool etc. they are providing all the
necessary services which are required in the
hospitality industry. They are offering all the
services the hospitality industry are offering in
the process of working.
 Price:
The Savoy Hotel Thistle hotel
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The pricing strategies refer to the process of
making the pricing of the product and services
the organization is offering to the customer,
The Savoy Hotel are having a premium pricing
for their services which they offer to the
customers and in market. They are following
the premium rates in their prices.
Pricing strategies of the Thistle hotel are
economical with premium services. This is the
strength of the organization as they are
following the low price strategies in the
process of working. The hotel is providing the
services with pricing strategies of low price.
 Place:
The Savoy Hotel Thistle hotel
Place refer to the location and the place where
the organization are offering its product and
services for the customers. The Savoy Hotel
are choosing a lot of places near the luxury
areas where the high society class people stay
according to the company standards.
Thistle hotel are using the place where they can
attract more of the customers including the
places which are near airport and near famous
place in the country they are working in. they
use the geographical factors which help them
in increasing of business goals.
 Promotion:
The Savoy Hotel Thistle hotel
The savoy hotel use online and print media to
promote their product and services. They use
the media to increase the brand awareness and
awareness about their services to the customers
through online marketing promotion. They use
all the sources of media to promote the
services they are offering.
The Thistle Hotel are offering a lot of
promotional activity through print media and
online media. They are utilizing the best of
social media marketing to increase the
audience as social media is one of the biggest
platform to connect and attract customers.
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 Process:
The Savoy Hotel Thistle hotel
The process refer to the planning and
operational activity of the organization and
The Savoy Hotel are providing new
technologies to increase the process of working
(Hudson and Hudson, 2017). They are
developing new ways in increasing the process
of working in the hospitality and reducing the
waiting time through online registration and
app work.
They are including the online and offline
process of working in the hospitality including
the registration and booking of the rooms and
services they are offering. They are developing
the process to increase the customer
satisfaction. They are developing different
process so that the customer does not need to
wait in the lobby to do the necessary
formalities.
 Physical evidence:
The Savoy Hotel Thistle hotel
The physical evidence refer to the process of
providing the existence in the industry and also
to provide the evidence of the existence. The
hotel is having the physical assets and structure
of the building. The physical evidence include
the people working in the organization,
infrastructure, pool, food objects etc (Kim and
et.al., 2018).
The physical evidence of the thistle Hotel are
the gym equipments, taxis, people,
infrastructure, assets, services. It includes all
the physical things which is in the
organization, and they offer it as a service.
 People:
The Savoy Hotel Thistle hotel
The people refer to the employee working for
the organization and the people who are into
They are referred top the people who are
working as an employee and a labour in the
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the committee and boards. They are those who
are running the organization and providing the
services and product in offers to the customers.
organization are a part of the people in the
business. There are chefs, drives, hospitality
management. Human resource etc (Alrubaiee
and et.al., 2017).
LO3
Covered in PPT
CONCLUSION
The report concludes that it is important in the hospitality industry to increase the services
quality to make the objective achieved. The report provided that the roles and responsibilities of
the business are important and the organization follow the roles to increase the process of
working and develop the entire process of development. The report further concluded the
marketing mix as marketing mix are one of the best tool to increase the marketing knowledge
where the organization is working and it developed the process of increased knowledge of
market and business environment. Hospitality are providing the new concept of utilizing the
technologies in the business to increase the customer satisfaction which is one of the major goal
that they want to achieve.
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REFERENCES
Books and Journals
Blut, M., Teller, C. and Floh, A., 2018. Testing retail marketing-mix effects on patronage: A
meta-analysis. Journal of Retailing, 94(2), pp.113-135.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies, 4(4).
Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020. Long live the marketing mix. Testing the
effectiveness of the commercial marketing mix in a social marketing context. Journal of Social
Marketing.
Othman and et.al., 2019. The influences of service marketing mix on customer loyalty towards
Umrah travel agents: Evidence from Malaysia. Management Science Letters, 9(6), pp.865-876.
Law and et.al., 2018. Systematic review of hospitality CRM research. International Journal of
Contemporary Hospitality Management.
Alrubaiee and et.al., 2017. Relationship between corporate social responsibility and marketing
performance: The mediating effect of customer value and corporate image. International business
research, 10(2), pp.104-123.
Hudson, S. and Hudson, L., 2017. Marketing for tourism, hospitality & events: a global & digital
approach. Sage.
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Kim and et.al., 2018. The effects of corporate social responsibility (CSR) on employee well-
being in the hospitality industry. International Journal of Contemporary Hospitality
Management.
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