Download Hotel_Marketing_and_Promotion

Hotel Marketing
Be a yardstick of quality. Some
people aren’t used to an
environment where excellence is
expected.
-Steve Jobs
Copyright© Texas Education Agency, 2012.
All rights reserved.
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Marketing Basics
 Marketing
– the creation, management, and selling
of products
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Copyright© Texas Education Agency, 2012. All rights reserved.
Products
Goods
• Tangible, hold or touch
• examples: T-shirts,
furniture
Services • Intangible, can’t touch
• examples: spa, miniature
golf
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Copyright© Texas Education Agency, 2012. All rights reserved.
Marketing Process
Identify the
customer
Market
Segmentation
Determine
customer’s
wants
Target
Marketing
Make the
right
product…
Product
Management
…at the
right
place…
Place
(Distribution)
…at the
right price
Price
Management
Communicate
to the
customer
Promotion
The Marketing Mix
(4 P’s of Marketing)
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Copyright© Texas Education Agency, 2012. All rights reserved.
Identifying the Customer
• Market – All potential customers
– share common needs and wants
– have the ability and willingness to buy
• Marketers can conduct research to
identify a target market
• Identifying a target market is achieved
through market segmentation
• The strength of a marketing mix
depends on two things:
– How well the target market is defined
– How well all marketing decisions are
directed toward that target market
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Copyright© Texas Education Agency, 2012. All rights reserved.
Determine What the Customer Wants

Wants are determined by
segmentation and research
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Copyright© Texas Education Agency, 2012. All rights reserved.
True or False
•
•
•
•
Guests are price sensitive?
Guests want discounts?
Guests want everything for free?
Guest want rest and relaxation?
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Marketing Mix
Product
Place
(Distribution)
Marketing
Mix
Price
Promotion
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Copyright© Texas Education Agency, 2012. All rights reserved.
Make the Right Product…
•
•
•
•
Obtaining
Developing
Maintaining
Improving
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Product Strategies
•
•
•
•
•
•
•
Amenities
Benefits
Branding
Features
Image
Packaging
Services
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Copyright© Texas Education Agency, 2012. All rights reserved.
…at the Right Place
Location,
location,
location!
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Copyright© Texas Education Agency, 2012. All rights reserved.
…at the Right Price
•
•
•
•
Complex decision
Non-price
Revenue Management Software
Strategies include:
– based on demand
– competitors
– image
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Copyright© Texas Education Agency, 2012. All rights reserved.
Communicate to the Customer
Advertising
Sales Promotion
- print
- broadcast
Interactive
-website
- social media
Personal Selling
- suggestive and group
- telecommunication
- coupons, rebates,
discounts
- frequent buyers program
Promotion
Public Relations
- press releases/kits
- media relationships
Personal
Selling
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Copyright© Texas Education Agency, 2012. All rights reserved.
Seekender Wants
4 Passions
1. Food
2. Sports
3. Music
4. Great Outdoors
68% feel experience ranks higher than money
Copyright© Texas Education Agency, 2012. All rights reserved.
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How to reach the Seekender
1. Entice procrastinators (only 7 rooms
available)
2. Include parking
3. Identify things to do
4. Feed the foodies
5. Capture the experience
Copyright© Texas Education Agency, 2012. All rights reserved.
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Facts
Studies show that people remember:
10% of what they hear
20% of what they read
80% of what they see and do
Copyright© Texas Education Agency, 2012. All rights reserved.
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Biggest Marketing Trend
• Social Media
• 91% of smartphone users have their phone
within arm’s reach 24/7
• 60 million tweets mentioned hotels last year
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What did Volvo do?
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Actual Commercial
• https://vimeo.com/122989280
Copyright© Texas Education Agency, 2012. All rights reserved.
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Marketing Trends
•
•
•
•
•
•
•
Visual storytelling
Personalized web experiences
Experience driven strategies
Interactive promotions
Limited Time Offers- cyber Monday
Packages
Local Presence
Copyright© Texas Education Agency, 2012. All rights reserved.
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• Have a Blog to post information on activities,
attractions, dining, shopping, nightlife. It
allows you to provide your guests with
suggestion on what to do. Moreover it is a
constant source of content that you can use to
spread on other social networks like Facebook
and Twitter.
• Manage your online reputation, by inviting
guests to post reviews on TripAdvisor, Yelp and
other review websites.
• Invite guests to join your Facebook page
(upload their emails), and ask them to post
pictures of the hotel and their trip. Panoramia
is also a great site to have guest post pics as it
is linked to Google Earth & Maps.
• Link local companies and attractions in your
Twitter and Facebook posts by using ‘@’ and
their profile name. It will jump start your
interaction online and grow your sphere of
influence.
• Prizes to get the job done. An incentive gets
people moving. Give a free weekend in return
for the best guest pic of the month …
• Find interesting and funny videos of your
destination and add them to your YouTube
Channel to create a sort of video tour guide.
Interactive Promotions
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Limited Time Offer Promotions
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Marketing Fails
DiGiorno’s Pizza
“#WhyIStayed You had pizza.”
Union Street Guest House’s Guest Fines
Brides and grooms were told that they’d be
fined $500 for every negative comment left on
any website by any of their wedding guests.
Copyright© Texas Education Agency, 2012. All rights reserved.
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