Hospitality Marketing
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This document provides an overview of marketing and hospitality services marketing. It defines marketing as promoting and selling products or services, including market research and advertising. It discusses key terms like products, services, and the marketing process. It also covers topics like social media marketing, crafting a hotel marketing strategy, and how understanding your audience is important for success.
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Hospitality Marketing
- 1. WELCOME To HOSPITALITY SERVICES MARKETING by Ms. Silvia Cabrera de Vreeze
- 2. MARKETING Definition Marketing is the activity or business of promoting and selling products or services, including market research and advertising. The term marketing englobes many different activities, and it is necessary to discuss some of the terms used in the definition of marketing.
- 3. PRODUCT refers to all of the goods and services that are bundled together and offered to consumers. Products are sold as tangible goods, but they include warranties and service contracts as part of the overall product. Therefore, the term product refers to both goods and services, but it is often thought of as a good or commodity. Nearly every product sold includes both tangible and intangible elements.
- 4. SERVICE is defined as an intangible product that is sold or purchased in the marketplace. A meal purchased at a restaurant or an occupied room in a hotel is considered a part of the service segment. Why? Because, after the meal is consumed and paid for, the individual leaves the facility and does not have a tangible product in exchange for the money spent. This individual has consumed a service that is a part of the hospitality industry, one of the largest service industries.
- 5. Each year, millions of individuals spend billions travelling; when the trip is over, nothing tangible remains. Marketing in the hospitality industry can include references to services. This will eliminate the confusion caused by the semantic differences between products, goods, and services.
- 6. Marketing: - planning - pricing - promotion - distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. Also nonprofit operations (hospitals) must understand the wants and needs of their consumers and provide goods and services at a satisfactory level to as many individuals as possible.
- 7. Before there was a monetary system, people would barter, or exchange goods and services rather than money. Barter refers to the practice of trading goods and services in exchange for other products and services, minus the involvement of money. Bartering benefits all because an individual or a business get the items or services they require.
- 8. There are still companies that engage in bartering today. For example, PepsiCo chose to exchange its soft drink product with a company in Mexico for wine and other products to avoid incurring the foreign exchange risk associated with the peso, which was devalued at the time.
- 9. THE MARKETING PROCESS Competitive Economic Price Product Political and legal Target market Promotion Place Social Technological
- 10. As an old rhyme states, “To sell Jane Smith what Jane Smith buys, you’ve got to see things through Jane eyes.” _____________________ Walt Disney, “Hunt in the hunting season”
- 11. Social Media Marketing 1. Identify Your Audience!!! Understand how hotels use social media to attract customers. Know and understand your target audience. You as a hotelier should get fully acquainted with your audience. Some real-world stats: 2 in 5 millennials admit that hotel and travel images on social media influence their booking.
- 13. Crafting a Winning Hotel Marketing Strategy Know Your Audience Tell Your Story Engage on Social Media Leverage User-Generated Content Personalize Communication Create Value Through Content Loyalty Programs Optimize Your Website Monitor and Adapt Provide Exceptional Service
Editor's Notes
- Good morning, First of all let me introduce myself: Half Dutch – Half Spanish Hotel manager (Switzerland & UK) COOB – Disney – Haagen Dazs – Illy Caffe – LRM – Self employed Pasion for teaching – Pasion for learning (MKT has changed over the years) What do you wnt to get out of this subject? What is MKT for you?
- Each year, millions of individuals spend billions travelling; when the trip is over, nothing tangible remains. Marketing in the hospitality industry can include references to services. This will eliminate the confusion caused by the semantic differences between products, goods, and services. Marketing: planning - pricing promotion - distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. Also nonprofit operations (hospitals) must understand the wants and needs of their consumers and provide goods and services at a satisfactory level to as many individuals as possible.
- As you can see, the target market, rketing efforts, is at the center of the process. The marketing concept is based on the premise that firms determine customer wants and needs and then design products and ser- vices that meet those wants and needs while at the same time meeting the goals of the firm. This concept is an extension of earlier concepts that focused on the production process as a means to design products and services, or the selling of already produced products and services. Today, most firms realize the value of customer input in the new product design process. Chapter 2 looks at the issues unique to marketing services, Chapter 3 focuses on the be- havior of hospitality consumers, and Chapter 4 discusses the process of choos- ing target markets and positioning products in the market. In Figure 1.1 the first layer around the target market, or consumers, is referred to as the marketing mix. The marketing mix has four components: price, product, place, and promotion. These are often referred to as the four P’s of marketing, and they are the variables that managers can control. Firms will manipulate the marketing mix variables to formulate strategies that are combined in a marketing program for a product or service. This program is the basis on which the firm’s products and services compete with the offerings of other firms in the competitive environment. The mar- keting mix will be discussed in more detail later in this chapter. The product component is covered in Chapters 7 and 8, the place (distribution) compo- nent is covered in Chapters 9 and 10, the promotion component is covered in Chapters 11 through 15, and the price component is covered in Chapter 15. The outside layer of the diagram represents the external environments that influence the marketing process. The state of the economy, trends in so- ciety, competitive pressures, political and legal developments, and advances in technology all affect the performance of a product or service. Firms cannot control these environments, but they must monitor the changes and trends in the respective environments and look for opportunities and threats. Later in this chapter the different environments and some of the current trends that affect hospitality and travel firms will be examined in more detail. Firms must continually monitor environments and make changes in their marketing programs. The marketing management cycle involves marketing planning, marketing execution, and marketing evaluation. This cycle is dis- cussed briefly in this chapter, and Chapter 5 covers the marketing planning process in depth. To be successful in marketing planning, firms need to con- duct research and collect information that can be used to evaluate their pro- grams. Chapter 6 discusses the marketing research process used to gather information to be stored in marketing information systems and used to make marketing decisions.
- As you can see, the target market, rketing efforts, is at the center of the process. The marketing concept is based on the premise that firms determine customer wants and needs and then design products and ser- vices that meet those wants and needs while at the same time meeting the goals of the firm. This concept is an extension of earlier concepts that focused on the production process as a means to design products and services, or the selling of already produced products and services. Today, most firms realize the value of customer input in the new product design process. Chapter 2 looks at the issues unique to marketing services, Chapter 3 focuses on the be- havior of hospitality consumers, and Chapter 4 discusses the process of choos- ing target markets and positioning products in the market. In Figure 1.1 the first layer around the target market, or consumers, is referred to as the marketing mix. The marketing mix has four components: price, product, place, and promotion. These are often referred to as the four P’s of marketing, and they are the variables that managers can control. Firms will manipulate the marketing mix variables to formulate strategies that are combined in a marketing program for a product or service. This program is the basis on which the firm’s products and services compete with the offerings of other firms in the competitive environment. The mar- keting mix will be discussed in more detail later in this chapter. The product component is covered in Chapters 7 and 8, the place (distribution) compo- nent is covered in Chapters 9 and 10, the promotion component is covered in Chapters 11 through 15, and the price component is covered in Chapter 15. The outside layer of the diagram represents the external environments that influence the marketing process. The state of the economy, trends in so- ciety, competitive pressures, political and legal developments, and advances in technology all affect the performance of a product or service. Firms cannot control these environments, but they must monitor the changes and trends in the respective environments and look for opportunities and threats. Later in this chapter the different environments and some of the current trends that affect hospitality and travel firms will be examined in more detail. Firms must continually monitor environments and make changes in their marketing programs. The marketing management cycle involves marketing planning, marketing execution, and marketing evaluation. This cycle is dis- cussed briefly in this chapter, and Chapter 5 covers the marketing planning process in depth. To be successful in marketing planning, firms need to con- duct research and collect information that can be used to evaluate their pro- grams. Chapter 6 discusses the marketing research process used to gather information to be stored in marketing information systems and used to make marketing decisions.
- As you can see, the target market, rketing efforts, is at the center of the process. The marketing concept is based on the premise that firms determine customer wants and needs and then design products and ser- vices that meet those wants and needs while at the same time meeting the goals of the firm. This concept is an extension of earlier concepts that focused on the production process as a means to design products and services, or the selling of already produced products and services. Today, most firms realize the value of customer input in the new product design process. Chapter 2 looks at the issues unique to marketing services, Chapter 3 focuses on the be- havior of hospitality consumers, and Chapter 4 discusses the process of choos- ing target markets and positioning products in the market. In Figure 1.1 the first layer around the target market, or consumers, is referred to as the marketing mix. The marketing mix has four components: price, product, place, and promotion. These are often referred to as the four P’s of marketing, and they are the variables that managers can control. Firms will manipulate the marketing mix variables to formulate strategies that are combined in a marketing program for a product or service. This program is the basis on which the firm’s products and services compete with the offerings of other firms in the competitive environment. The mar- keting mix will be discussed in more detail later in this chapter. The product component is covered in Chapters 7 and 8, the place (distribution) compo- nent is covered in Chapters 9 and 10, the promotion component is covered in Chapters 11 through 15, and the price component is covered in Chapter 15. The outside layer of the diagram represents the external environments that influence the marketing process. The state of the economy, trends in so- ciety, competitive pressures, political and legal developments, and advances in technology all affect the performance of a product or service. Firms cannot control these environments, but they must monitor the changes and trends in the respective environments and look for opportunities and threats. Later in this chapter the different environments and some of the current trends that affect hospitality and travel firms will be examined in more detail. Firms must continually monitor environments and make changes in their marketing programs. The marketing management cycle involves marketing planning, marketing execution, and marketing evaluation. This cycle is dis- cussed briefly in this chapter, and Chapter 5 covers the marketing planning process in depth. To be successful in marketing planning, firms need to con- duct research and collect information that can be used to evaluate their pro- grams. Chapter 6 discusses the marketing research process used to gather information to be stored in marketing information systems and used to make marketing decisions.
- As you can see, the target market, rketing efforts, is at the center of the process. The marketing concept is based on the premise that firms determine customer wants and needs and then design products and ser- vices that meet those wants and needs while at the same time meeting the goals of the firm. This concept is an extension of earlier concepts that focused on the production process as a means to design products and services, or the selling of already produced products and services. Today, most firms realize the value of customer input in the new product design process. Chapter 2 looks at the issues unique to marketing services, Chapter 3 focuses on the be- havior of hospitality consumers, and Chapter 4 discusses the process of choos- ing target markets and positioning products in the market. In Figure 1.1 the first layer around the target market, or consumers, is referred to as the marketing mix. The marketing mix has four components: price, product, place, and promotion. These are often referred to as the four P’s of marketing, and they are the variables that managers can control. Firms will manipulate the marketing mix variables to formulate strategies that are combined in a marketing program for a product or service. This program is the basis on which the firm’s products and services compete with the offerings of other firms in the competitive environment. The mar- keting mix will be discussed in more detail later in this chapter. The product component is covered in Chapters 7 and 8, the place (distribution) compo- nent is covered in Chapters 9 and 10, the promotion component is covered in Chapters 11 through 15, and the price component is covered in Chapter 15. The outside layer of the diagram represents the external environments that influence the marketing process. The state of the economy, trends in so- ciety, competitive pressures, political and legal developments, and advances in technology all affect the performance of a product or service. Firms cannot control these environments, but they must monitor the changes and trends in the respective environments and look for opportunities and threats. Later in this chapter the different environments and some of the current trends that affect hospitality and travel firms will be examined in more detail. Firms must continually monitor environments and make changes in their marketing programs. The marketing management cycle involves marketing planning, marketing execution, and marketing evaluation. This cycle is dis- cussed briefly in this chapter, and Chapter 5 covers the marketing planning process in depth. To be successful in marketing planning, firms need to con- duct research and collect information that can be used to evaluate their pro- grams. Chapter 6 discusses the marketing research process used to gather information to be stored in marketing information systems and used to make marketing decisions.
- In the ever-evolving world of hospitality, effective hotel marketing is key to success. While the technical aspects of marketing are important, it is equally crucial to infuse a human touch into your strategies. After all, hotels are not just buildings; they are spaces where unique experiences and memories are created. How to create a hotel marketing plan that connects with people on a personal level. Know Your Audience Effective hotel marketing begins with understanding your audience. Take time to create detailed customer personas. Consider demographics, interests, preferences, and pain points. Knowing who your potential guests are will help tailor your marketing efforts to resonate with them Tell Your Story Every hotel has a story to tell, and it's not just about room sizes or amenities. Share the history, the people, and the culture that make your hotel unique. Let potential guests feel like they're stepping into a world with a rich narrative. Whether it's a family-owned boutique hotel or a historic landmark, your story sets you apart. (EXAMPLE FAMOUS PEOPLE WHO STAYED IN THOSE ROOMS) Engage on Social Media Social media is a powerful tool for hotel marketing. Share behind-the-scenes glimpses, guest experiences, and local attractions. Respond to comments and messages promptly to show your commitment to guest satisfaction. Make sure your social media presence reflects the warmth and personality of your hotel. Leverage User-Generated Content Encourage guests to share their experiences through photos, reviews, and stories. Show this user-generated content on your website and social media platforms. It not only provides authenticity but also gives potential guests a glimpse of what they can expect Personalize Communication Personalization is key in the hospitality industry. Send personalized emails to guests before, during, and after their stay. Offer tailored promotions and recommendations based on their preferences and past interactions. Make them feel like more than just another guest. Create Value Through Content Blogging and creating informative content can establish your hotel as an authority in your area. Share tips about local attractions, events, or travel advice. By offering value beyond accommodation, you position yourself as a helpful resource. Loyalty Programs Implement a loyalty program that rewards repeat guests. These programs not only encourage return visits but also make guests feel appreciated and valued. Remember, it's often easier and more cost-effective to retain existing customers than to acquire new ones. Optimize Your Website Your website is your digital storefront. Ensure it is user-friendly, mobile-responsive, and visually appealing. Highlight your unique selling points, such as special packages, location advantages, and guest testimonials Monitor and Adapt Marketing strategies are not set in stone. Regularly monitor the performance of your campaigns and adapt accordingly. Pay attention to what works and what does not, and be willing to pivot when necessary. Provide Exceptional Service Lastly, the most effective marketing happens within your hotel. Ensure that your staff delivers exceptional service. Happy guests are your best brand ambassadors, and their positive word-of-mouth recommendations can be invaluable. In conclusion, hotel marketing is not just about numbers and statistics; it is about building genuine connections with your audience. By understanding your guests, telling your unique story, and engaging with them on a personal level, you can create a marketing strategy that resonates and builds lasting relationships. Remember, at the heart of it all, hospitality is a people-centric industry.