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HOSPITALITY MARKETING
CHAPTER 1
CHAPTER 1
What is Hospitality Marketing?
1.1 Marketing Basics
1.2 Hotel Marketing: A competitive Industry
1.3 The Importance of Hospitality Marketing
HOSPITALITY MARKETING
• Internet reservations
for hotels are now
routine (1)
•
“W” Hotels are
featuring high tech
wireless amenities (2)
• Hilton Hotels
announced plans for
the first luxury hotel in
space (6)
ROOMS
•
In 100 years the
total number of
hotel rooms has
grown from 10,000
to over (7)
3 million
Hospitality!
•
•
Travelers want a clean room and someone
to keep it clean. (10)
Customers want quality food and
someone to prepare and serve it well. (11)
Marketing Mix
1. Product: what a business offers
customers to satisfy needs
2. Price: the amount that customers pay
$$$
3. Promotion: combination of methods used
to inform customers of the products
4. Distribution: method used to get the
product or service to a customer (12)
KEY MARKETING FUNCTIONS
Marketinginformation
management
Survey, history
Determine
& satisfy
needs, get
money
Getting
product to
customer,
service
Designing,
developing,
improving
product,
stay
competitive
Financing
Payment plans,
upgrades,
budgeting, cash
flow
Selling
Distribution
Functions of
Marketing
Product/Service
management
Pricing
Promotion
Value and
cost of
products,
supply &
demand
pricing
Images, Informing
customers,
advertising, P/R
(COMPLETE HAND OUT) (14)
FUNCTIONS OF MARKETING
1. Marketing Information Management:
gathering and using information about customers
2. Financing-acquiring and budgeting financial
resources to stay in business and payment plans for
customers
3. Pricing-determining the value and cost of goods
and services, supply and demand in travel industry
determines this most of the time
FUNCTIONS OF MARKETING
4. Promotion-informing
customers about the
products, services,
images, ideas,
advertising, publicity,
public relations
5. Product/Service
managementdesigning,
developing,
maintaining,
improving products or
services to meet the
needs of customers
6. Distribution-means
of getting a
company’s products
and services to the
customer in the best
way
7. Sellingcommunicating
directly with the
customers to
determine and then
satisfy their needs
Yield Management
•
Yield management
is the practice of
varying the price of
a room based on
current demand. An
example would be
high rates in the
summer for a motel
room on the beach
and low rates during
the winter time for
the same room. (15)
PRIME OBJECTIVE
The prime objective of
hospitality marketing is
attracting and pleasing
the customer.
(1)
Lesson 1.2 Hotel Marketing: A competitive Industry
PROMOTION
Advertising campaigns
use
Radio, TV, Newspaper, Internet and Direct Mail.
(3)
Target Market
is a specific group of people
who share similar
characteristics
(4)
Know Your Customer
•
•
•
A lodging establishment must know their
customers. (8)
Most hotels and motels conduct
marketing research. (9)
Many use a survey or quality-quiz, usually
at check-out time. (10)
Demographics
The characteristics of a target
market such as age, income,
gender, and level of education. (11)
SERVICE MARKETING
1. Hospitality industry involves Service
Marketing because they sell to the
ultimate consumer. (12)
2. Service Marketing usually only gets one
chance to make a good impression. (14)
3. Hotel managers know that there is
usually a nearby hotel about the same
price and about the same service that is
willing to try a little harder to earn the
customers dollar.
INTANGIBLE PRODUCTS
•
The hospitality industry sells intangible
products: comfortable feeling, warm, safe,
clean, individual attention by the staff. (12)
Amenities
•
•
Amenities are those services or items
offered to guests for convenience and
comfort. (16)
Amenities can be bed size, TV, air
conditioning, phone service, movies-ondemand, desks, two-line phones,
computer service, laundry, room service,
etc. (17)
TIA
Travel Industry
Association of America (2)
Lesson 1.3
Jobs and Money!
•
•
•
•
Travel and tourism is good for the
economy. (5)
You are a part of travel and tourism every
time you eat at a restaurant. (4)
Travel and tourism provides over 18 million
jobs for Americans (3)
Travel and tourism is the third largest retail
industry in the US (1)
Lodging Facilities
1. Lodging facilities operate 24 hr a day,
seven days a week. (9)
2. Hotel employees are responsible for
providing a comfortable and enjoyable
stay for their customers. (8)
Some management positions for hotels
– General manager-responsible
for all operations (10)
– Front Office managerreservations, room
assignments, (10)
– Executive housekeepersupervises all. Housekeeping
staff, ensures all rooms are
clean and comfortable(10)
– Food and Beverage manageroversees all meals, drinks,
banquets, meetings(10)
Some management
positions for hotels
– Sales Director-supervise the sales
staff, corporate accounts, special
events, conventions(10)
– Human Resources Managerrecruiting, hiring, training, and
employee benefits(10)
– Operations manager-keeps thing
running, security, heat and air,
electrical, grounds, safety(10)
– Financial manager-hotel receipts,
expenditures, daily audits (10)
HOUSE DIVIDED
• A typical hotel or restaurant has 2
divisions:
– Front of the House which involves any area
which the general public or guest has access.
Guest rooms, meeting rooms, gift shop, pool
– Back of the House which involves any area
which is usually not seen or frequented by the
guests
Human resources, accounting, housekeeping
• Consider one of these jobs for
your future