The Victoria Hotel: Service Marketing and Strategy Report

This report provides an analysis of service marketing strategies applicable to The Victoria Hotel, focusing on the implementation of Software as a Service (SaaS) to enhance various aspects of the hotel's operations. The report explores the importance of SaaS in reducing costs, improving data management, and streamlining reservation systems, ultimately aiming to improve customer service and operational efficiency. It discusses key elements of service marketing, including cost per acquisition, churn rate, and monthly recurring revenue, and then delves into the application of the 7 Ps of marketing (Product, Price, Place, Promotion, People, Process, and Physical Evidence) within the context of the hotel. The report also highlights the use of external, internal, and interactive marketing strategies and concludes by summarizing the key findings and recommendations for improving the hotel's marketing approach. References to relevant sources are also included to support the analysis. The report aims to provide insights into improving services and maintaining business success in the hospitality sector.

SERVICES MARKETING
THE VICTORIA HOTEL

INTRODUCTION
 The study has introduced the adoption of new service in the tourism and Hospitality
service.
 Tourism and Hospitality service in Australia has accumulated 50% in the GDP of the
country.
 Thus, a new innovation of the cloud software service in The Victoria Hotel has been
highlighted with a few models and theories.

IMPORTANCE OF SERVICE IN THE BUSINESS
 SAAS is one of the important solutions that can be
applied in The Victoria Hotel which will serve to
provide world-class services by keeping the cost as
low as possible. The different function that clouds
based SaaS service will help the industry are:
 Reducing the cost and improve in the network and
data backups.
 It will improve in the reservation management to
housekeeping activities.
 It will help the customers and the tour operators of
the hotel to manage the reservation and book the
tickets online.

ELEMENTS OF THE SERVICE THAT CAN BE USED IN THE TOURISM DEVELOPMENT
 Cost per acquisition:
 Churn rate:
 Monthly recurring revenue:

SERVICE HIERARCHY
 SaaS software service will improve in the finance, production, manufacturing field of The
Victoria Hotel which will include all the employees.
 Core:
 Facility:
 Supplementary:
 Information:
 Order tracking:
 Billing and payment:
 Hospitality:

CONTD..
Intangibility Perishability Simultaneity or
inseparable
Heterogeneity
The products that cannot
be seen and tested or
touched can be defined as
the intangible to the
product.
SAAs service will focus on
the comfort security and
positive experiences of
This service is basically
cannot be stored or saved.
It service resource
allocation in the hotel
which will help the user to
maintain the website of
The Victoria Hotel easily.
This will focus on the
extended period of time
where SaaS will help to
monitor the services
benefited to the
customers.
For example, the
production of food
Variability in experiences
will cause the location and
service provider. The
quality and level of
services will differ
between the vendors that
are operating in The
Victoria Hotel and will

EXISTING STRATEGY BY INCLUDING SERVICE MARKETING
THEORY AND CONCEPT.
 External marketing:
 Internal marketing:
 Interactive marketing:

MARKETING 7PS OF THE SERVICE
 Product:
 Price:
 Place:
 Promotion:
 People:
 Process:
 Physical evidence:

MARKETING RECOMMENDATIONS
Product Price Place Promotion People Process Physical
Evidence
This will improve
in the food and
beverages,
banquet hall and
health and
Wellness
facilities in the
hotel.
Adoption of this
new service will
help the hotel
industry to focus
on the price of
food, Deluxe
hotel and tour
package for the
tourist (Mahesh,
The service will
help the hotels
to expand their
location in
outskirts of
Australia or can
also focus on the
international
market.
This will benefit
the travel agents
to collaborate
with
booking.com,
travel advisor
and Hotel
website to
gather more new
Feedback will be
taken from the
people and
direct
communication
will be done
according to
their needs.
This process will
be effective in
the peak season
which will help
to maintain the
portal services
and will reduce
the work of the
employees.
It will improve in
the services of
controlling the
AC and other
basic
necessities.

CONCLUSION
 The study has concluded about the different elements of the services which are introduced
for maintaining the business prosperity in Australia.
 Also, 7ps have been described for the other new service and the old service.

REFERENCES
 Concordia University, St. Paul Online. (2019). The Importance of Marketing in the Hospitality Industry. [online]
Available at: https://online.csp.edu/blog/business/the-importance-of-marketing-in-the-hospitality-industry
[Accessed 6 Jun. 2019].
 Nadda, V., Rafiq, Z. and Tyagi, P., 2017. Effectiveness and Challenges of Recruitment process
 outsourcing (RPO) in the Indian Hotel Sector. International Journal of Academic Research in Business and Social
Sciences, 7(2), pp.218-236.
 Salih, N. K., and Zang, T. (2016). Need of Autonomic Management SaaS Application. International Journal of
Computer Science Issues (IJCSI), 13(5), 146.
 Setupmyhotel.com. (2019). Marketing Mix - Hotels | Resorts | Restaurants. [online] Available at:
https://setupmyhotel.com/train-my-hotel-staff/sales-and-marketing/285-marketing-mix.html [Accessed 6 Jun.
2019].
 Smallbusiness.chron.com. (2019). Service Marketing vs. Product Marketing in Hotels. [online] Available at:
https://smallbusiness.chron.com/service-marketing-vs-product-marketing-hotels-23637.html [Accessed 6 Jun.
2019].
 Theseus.fi. (2019). [online] Available at: https://www.theseus.fi/bitstream/handle/10024/103657/Talabi_Juwon.pdf?
sequence=1&isAllowed=y [Accessed 6 Jun. 2019].
 Van Niekerk, M., 2016. Business, Technology, and Marketing Trends Influencing the Financial Performance of The
Hotel Industry. The Journal of Hospitality Financial Management, 24(2), pp.153-157.

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