The presentation is about hospitality and healthcare services from a marketing perspective. The presentation details about the guest cycle in a hotel, the marketing mix of hotels, types of hotels across the globe. It also highlights the evolution of hospitals, facilities in a hospital, and extended services in a hospital.

1. UNIT 4

2. Hospitality Services
 Hospitality refers to the relationship between a guest
and a host, wherein the host receives the guest with
goodwill, including the reception and entertainment
of guests, visitors, or strangers

3. Hotel
 An establishment that provides services like
accommodation, food, communication, entertainment
etc. to the customers while they stay at a destination.

4. Facilities in a Hotel
 Core facilities
 Peripheral facilities

5. Core facilities
These facilities are necessary for a comfortable stay of
guests.
They include
Accommodation
Food
Room services
Entertainment
Parking for vehicles
First aid
Medical facilities

6. Peripheral facilities
These are additional facilities provided along with core
facilities to the guests.
They include
Shopping
Gaming
Internet facility
Personal care
Gym
Local transportation
Telephone etc.

7. Guest Cycle in Hotel
Guest cycle is a sequence of stages that begins with pre-
arrival, continues through point of sale and ends with
departure.
Following are the stages in guest cycle.
Pre-arrival
Arrival
Occupancy
Departure

8. Pre-arrival
 Enquiry by the customer
 Reservation of rooms
 Creating reservation record
 Making advance payment
 Entering data into the system

9. Arrival
 Checking reservation status
 Registration of customer with personal details
 Allocating a room
 Assisting guest to occupy the room

10. Occupancy
 Taking requests by front office
 Coordinating with guest services
 Delivering requested services
 Generating receipts for food and beverages

11. Departure
 Checking out
 Settlement of account
 Making payment
 Providing receipt
 Getting feedback
 Thanking the guest

12. Classification of Hotels
Hotels
Based on
Star System
Based on Size
Based on
Location
Based on
Level of
Service
Based on
Length of
Stay

13.  Size refers to the number of rooms. Various categories
on the basis of size are:
Small hotel- a hotel with 25 rooms or less is called a small
hotel.
Average hotel- a hotel with 26 to 99 rooms is called an
average hotel.
Above average hotel- a hotel with 100 to 299 rooms is
called above average hotel.
Large hotel- a hotel with more than 300 rooms is
classified as large hotel.
Based on Size

14.  The star category to the hotels are given by the
committee called “hotels and restaurants approval
and classification committee (HRACC)”.
 One star
 Two star
 Three star
 Four star
 Five star
 Five star deluxe
 Five star super deluxe
Based on Star System

15. Based on location
 City hotel
 Suburban hotel
 Airport hotel
 Resort hotel
 Motel
 Rotels
 Floatels
 Botels

16. CITY/DOWNTOWN/COMMERCIAL HOTEL: These
hotels are located in the heart of the city.
 These hotels are more expensive than the suburban
hotels.
 These hotels are patronized by business men and high
income tourists.
 These hotels are centrally located and at a convenient
distance from markets, railway station, airport, etc.
Based on Location

17.  SUBURBAN HOTELS: These hotels are located in the
suburb of cities, moderately priced and are of mostly
medium, large or small size.
 Normally these hotels are patronized by low budget
tourists.
 The tourists who do not want to stay in the heart of
city prefer these hotels.

18.  AIRPORT HOTELS: These are Hotels located near the
Airports, especially international airports.
 Airport Hotels are popular because of their proximity
to major travel centers.
 Airport Hotels vary widely in size and level of services.
 Typical target market includes business clientele,
airline passengers with overnight travel layovers or
canceled flights and airline personnel.

19.  MOTELS: Motels are also called Motor Hotels or
transit hotel and are located alongside the highways.
 Motels are normally economical and they provide
comfortable bedrooms that motorists prefer to stay on
their way for a night rest.
 Motels have facilities of proper motor garage to service
a car and a filling station to refill vehicles, parking area
for motor vehicles etc.
 They also have road maps, dormitory for drivers. These
days Motels also provide various indoor and outdoor
facilities like Video parlor, Billiards, Table tennis,
Cyber café, Library etc.

20.  RESORT HOTELS: A resort located in the tourist
interest places like hills, forests, beaches, on an island,
or in some other exotic location away from crowded
residential areas.
 The recreational facilities and breathtaking scenery
typical of most resorts.
 Most resort hotels provide extensive food and
beverage, valet and room services, sight seeing to
vacationers.
 A more leisurely, relaxed atmosphere distinguishes
most resort hotels from other types of hotels.

21.  ROTELS: The hotels which rotate on wheels are called
rotels. It is also called motel on wheels. Best example
of rotel in India is Palace on wheels. It is a luxurious
train, fully air-conditioned, well-furnished with
attached restaurant and bar.
 The fare is inclusive of train ticket, food, alcoholic
beverages and sight seeing. The train starts from Delhi
and covers the tourist interest places of Rajasthan and
Uttar Pradesh including Taj Mahal, Agra, Mathura.
 In Japan Rotels are parked in the parking slot in the
late evening and during day the rotel is towed away.

22.  FLOATELS: The hotels which floats on water are
called floatels. These are luxurious suites consisting of
drawing room, dining room, bed room, sitting room,
balcony, kitchen, bathroom etc.
 These days luxury ships are becoming popular for
travelling. The guests are offered cabins to stay. These
float on sea water and these have all facilities of five
star hotels.
 E.g: Hotels in cruise

23.  BOATELS: These are luxury boats/yachts which can
ferry people from one place to another. The best
example of yachts are in Mediterranean or Caribbean,
they can ferry guest through canal-based narrow boat
or Broad-based cabin cruiser.
 In Sirhand, Punjab there is restaurant on boat.
 House boats in Kerala

24. Based on Level of Service
 Economy/ Budget hotels: These hotels meet the
basic need of the guest by providing comfortable and clean
room for a comfortable stay.
 Mid market hotels: It is suite hotel that offers
small living room with appropriate furniture and small bed
room with king sized bed.
 Luxury hotels: These offer world class service
providing restaurant and lounges, meeting rooms, dining
facilities. These guest rooms contains furnishing, artwork
etc. prime market for these hotels are celebrities, business
executives and high ranking political figures.

25. TRANSIT HOTELS: Motels and airport hotels are the best
example of these hotels.
These hotels are patronized by those guests who are in
transit and will be travelling further to their destinations.
Some times these hotels also charge room rent for half a
day as guests would like to stay just for a few hours.
 TRANSIENT HOTELS: Rest houses, Government guest
houses etc are the best examples of transient hotels.
 In these hotels one is not allowed to stay for a very long
time as these hotels are very economical and are patronized
by the employees either on transfer or on tour or on
vacations.
Based on length of stay

26.  RESIDENTIAL HOTELS: These hotels offer
rooms/apartments on monthly basis and even if a
guest stays for a part of the month, is normally charged
for the full month.
 The best examples for these hotels are hostels, paying
guest houses for students, trainees, working people
etc.
 SEMI RESIDENTIAL HOTELS: Most of the hotels in
present days are semi residential hotels and are located
through out the country.
 The guests, staying in these hotels, are required to pay
room rent on daily basis.

27. Marketing mix of hospitality services
 Product
 Price
 Place
 Promotion
 People
 Physical evidence
 Process

28. Product
 Core product providing food and accommodation
 Product differs in terms of customer and his needs.

29. Target Market Hospitality Products/Services
Families • Rooms with more space
• Reasonable rates or no extra rates for children
• Low cost recreational facilities
• Room with kitchen facilities
• Kiddies menus
• Colourful interior rooms
• In house doctors
• Baby sitting facilities
• All inclusive packages
Business Executives • 24 hours room service
• Internet connection
• Business centre
• Airport pick up
• Conference room
• Quality service
Different Target Markets have Different Product/service Needs

30. Target Market Hospitality Products/Services
Female travelers • Safety is the primary concern
• Quiet floors
• Bathroom with good lighting for make up
• Hair dryers, iron boards, etc.
• Spa and health club
Retirees • Clean and comfortable room, lounge areas,
and public areas
• Rooms with two separate beds
• High safety and security measures
• Easy access rooms closer to elevators
• Elderly care facilities
• Large well lit rooms and non slippery
floors

31. Price
 Price is the monetary value that you charge to cover
the cost of the product plus the other costs associated
with the product, such as labor cost, promotional cost,
etc., plus a profit.
 Price if determined based on
 Facilities, services, luxury, length of stay, comfort etc.

32. Place
In the hospitality and tourism industries, one would often
hear the expression of “location, location, location” which
is critical to the business’s success.
Place is the physical location at which service is rendered
to the customers.

33. Third P: Promotion
Promotional Mix
Advertising
Sales promotion
&merchandising
Personal selling Publicity
Promotional
mix

34. Advertising
 Advertising can be in the forms of advertisement in
newspapers, magazines, billboards, sides of public transports
(posters, TV commercials, radio, SMS (short message service),
web banners, bus stop benches, wall paintings, printed flyers,
shopping carts, you name it.

35. Sales Promotion
There are two main kinds of promotional strategy: push
promotions and pull promotions.
 A push promotional strategy is the company makes use of its
sales force to create consumer demand of a product.
 On the other hand, pull promotional strategy is that the
company needs to spend a lot on advertising to build up
consumer demand for its product.

36. Personal selling:
The sales force of a hotel may contact its
corporate clients from time to time to promote hotel
rooms, banquet service and/or meeting spaces. They
also do cold calls to potential customers.
They can also answer questions the clients may have
and for better understanding of their products or
services.
Publicity:
It is the non paid communication that results
from activities organized by a hospitality or travel
organization which it does not directly paid for.

37. People
We all know that hospitality industry is a people business,
where service is provided by employees within the
organization to their customers. People in the hospitality
marketing mix means employees as well as customers.

38. Physical evidence
 Physical environment of hotel services
 Take an example of a restaurant which has only chairs and
tables and good food, or a restaurant which has ambient
lighting, nice music along with good seating arrangement
and this also serves good food.

39. Process
• A tourist expects that his/her tour programme right
from the beginning to the end of the programme
should pass freely from stage to stage, without any
hurdles.
• The management of service process aims at
simplifying customer interactions and customer
participation in the service process. The systems,
policies, procedures, equipment, tools, people and
other support services need to be customer friendly.

40. Hospital
 Hospital, an institution that is built, staffed, and
equipped for the diagnosis of disease; for the
treatment, both medical and surgical, of the sick and
the injured; and for their housing during this process.

41. Evolution
 Brahmanic hospitals were established in Sri Lanka as
early as 431 B.C.
 King Ashoka established a chain of hospitals in
Hindustan about 230 B.C.
 Around 100 B.C. the Romans established hospitals for
the treatment of their sick and injured soldiers.
 Toward the end of the 15th century, many cities and
towns supported some kind of institutional health
care.
 The first incorporated hospital in America was the
Pennsylvania Hospital, in Philadelphia.

42.  The issues of hospital ownership and control
underwent significant analysis and change in the late
20th and early 21st centuries.
 Significant changes in hospital services during 20th
century.

43. Facilities
 Diagnostic
 Therapeutic
 Medical
 Surgical
 Emergency
 Accommodation
 Food

44. Personnel in Hospital
 Doctor
 Nurse
 Medical staff
 Lab assistants
 Administration Manager
 Accountant

45. Administration in Hospitals
Hospital Administrators
 CEO, Vice President(s), Executive Assistants,
Department Heads
 Business people who “run the hospital”

46. Board
Administration
Therapeutic
Services
Information
Services
Diagnostic
Services
Support
Services
Admissions Billing,
etc. Med. Records
Computer Info.
Health Ed. Human
Resour.
PT, OT
Speech/Lang.
Resp. Therapy
Pharmacy Nursing
Dietary
Med. Lab
Radiology
Nuclear Med
ER Cardiology
Neurology
Central Supply
Biomedical
Housekeeping
Maintenance
Dietary
Transportation

47. Extension Services
 Pharmacy
 Midwife
 Blood Bank/ Organ Bank
 Medical Insurance
 Medical Transcription

48. 7p’s Hospital Industry

49. Presenting the correct product (goods
and/or services) with values that meet or
exceed the needs and expectations of the
target market.
The primary determinant is in knowing
that customers perceive and receive value
and satisfaction by way of your healthcare
practice or organization.
Product

50. The amount paid in
exchange for the value received. Price
must be competitive and lead to profit,
but may vary within promotional and/or
bundle purchase options.
Price

51. This includes both
personal or direct interaction (one-to-one,
inspiring referrals), and interacting with many
(advertising, public relations, publicity). In all
instances, this is done in a professional way.
The objective is to critically examine how,
where and when you let others know about
what you can do for them. (And those in need
want this information.)
Promotion:

52. Place
Presenting products or services to the
customer (patient, client, end-user) in the right place
and at the right time.
The most obvious “place” is the office,
facility, Surgery Center—where the product meets the
user. In healthcare, the place for purchase decision is
often separate from where and when product/service is
delivered.

53. People
The doctors, nurse, service
providers, staff, management – everyone –
involved in the healthcare organization,
facility, or practice.
The people who deliver a service are a
significant ingredient in the product itself.
Consumers evaluate service and satisfaction
based on perceptions and personal
interactions..

54. Physical Evidence
 The physical environment of a hospital involves
 Building
Equipment
Surgical tools
Ambulance
Medicine

55. Process
 It is the procedure in which a service is delivered.
 Process will differ from each service in a hospital.