Download Hospitality and Tourism 110

Hospitality and Tourism 110
Marketing
Marketing Mix
 4 Ps
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Product
Price
Place
Promotion
Product
 What do you sell?
 Products have a physical and service component
developed based on specific market needs.
Product
 Suppliers of transportation (airlines, railways, buses)
must decide what routes to serve and what level of
service to offer.
 Suppliers of accommodations (hotels, motels,
resorts) must decide where to locate their property
and what amenities to provide.
Price
 How much do you charge for your product?
 Many factors influence price such as:
 Location
 Time of year
 Quality of service
Price
 Companies charging below“market” price base its
pricing on “no-frills” service.
 Companies charging above“market”price emphasize
premium service.
Place
 Where are you going to sell your product?
 Place is also called the channel of distribution.
 Most important channel of distribution today is the
internet.
Place
 Channels of distribution:
 Car rental firms use direct distribution
 Cruise lines distribute through travel agencies
Promotion
 How will you advertise your product?
 Tourism makes use of two important methods of
promotion:
 Internet
 Packaging
Promotion
 Promotion is typically sub-divided into
 Mass Selling
 Advertising - which you pay for
 Publicity - which is free
 Sales Promotion
 stuff you do in the store to get the customer to try the product
 contests, coupons, free samples
 Personal Selling
 direct contact person2person with a potential customer
 sometimes for large industrial sales
sometimes for high quality consumer products, like selling a car
Promotion
 Used to:
 Attract attention
 Create interest in the product
 Major advertising media:
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Electronic
Print (newspapers, magazines)
Broadcast (tv, radio)
Direct mail (brochures, letters)
Out-of-home (billboards, transit signs)
Examples
 http://www.mdgadvertising.com/blog/a-brief-look-atthe-long-ad-trend/
 http://www.hotelclub.com/blog/10-classic-tourismads/
Other Ps in Tourism Marketing
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Packaging
Partnerships
Personnel
Positioning
Programming
Packaging
 Products and services from one or more suppliers can
be combined and offered to customers at a single
price.
 Trip to London may include ground transportation,
theatre tickets, hotel accommodations all at one price.
Partnerships
 Two or more companies or individuals may work
together to satisfy tourist needs.
 Airlines and hotel companies grant air miles and
discounted rates to frequent flyers
Personnel
 Trained, experienced, and skilled people with a
positive attitude toward customers and business are
needed to guarantee that the products and services
being marketed meet consumers’ needs.
Positioning
 Differences between a business and competition.
 Comparision of your business to the business next
door, or competition in another city.
Programming
 Special events and activities planned
 Example: Delta Hotel’s milk and cookies for kids