Hospitality Marketing

Presented by : Problem Solvers A.Kavya(15A012) Krishnapriya(15C20) Punya prava ( 15C24) Vasudev Akash

Introduction Marketing is the process for getting a company's product or

service out to consumers.

Hospitality marketing takes a look at how segments of the

hospitality industry, such as hotels, restaurants, resorts and

amusement parks, utilize marketing techniques to promote their

products or services.

Hospitality marketing is unique because it deals with the tangible

product, like a bed in the hotel or food in the restaurant, but it also deals

with the intangible aspects of the hospitality and tourism industry.

Cont.. It is about the experience in a trip and social status it

brings eating in a fine-dining restaurant.

Hospitality refers to the relationship process between a

guest and a host. 

Hospitality marketing is very critical in the success of any

hospitality and tourism product, organization and tourist

destination.

Marketing concept

Integrated Marketing

1) Customers’ needs/ wants/ demands – the focus of the marketing concept is to satisfy customers’ needs, wants, and demands2) Profitability – companies aim to generate profits by satisfying their customers’ demands better than their competitors3) Integrated marketing – marketing is a concerted effort from all personnel within

profitability

Customers needs & wants

Three Categories of the Hospitality Industry

Food and BeverageAccommodationsTravel and Tourism

7p’s of Tours & Travelling

Product: Tourism product in marketing is referred to as any product or

service related to tourism like transportation, accommodation, restaurants, attractions, shops, landscapes and etc.

4 A's plays an important role in explaining the product 1. attractions 2. accommodation 3. amenity 4. accessibility.

Price: In tourism price is defined as the combination of monetary

and non monetary prices

Monetary prices are the prices for entrance to destinations, donations for local and environment causes and etc

Non monetary costs are costs other than money example how much time it was taken to reach that destination, risks during the journey, future benefits etc.

While setting the prices it should be kept in mind that product pricing is highly influenced by internal and external factors

Place: Place is the important marketing mix element as before

traveling to other destinations tourists perceive the image of the destinations in their minds

The main variables of place are transportation, merchandising and channels of distribution.

Promotion: Promotion is the main element of marketing mix.

Communication mix for promotion are advertising, sales promotion, public relations and personnel selling.

As tourism is the vast phenomenon normally advertisement in tourism is created by national government of countries and by tourism boards.

Advertising is of four types-1. Indoor advertising media2. Outdoor advertising media3. Direct advertising media 4. Display advertising media.

People:

People in tourism refers to all people and workers whom

tourists interact during their visit to particular

destinations.

People have different roles in tourism they can be

employees, management, culture and customer service

people.

In tourism people represents the culture of the country by

creating specific touch on the minds of tourists.

Process: Process is the mean of conveying messages, services and

information to customers in a easy manner so that customers can easily access those particular products.

Process is the action applied by the companies to deliver and to provide information regarding their products in a relevant and easy manner.

Other essential components of the value chain such as booking system, payment system, queue management and visitor-flow techniques and the area of interpretation are examples for the process component of marketing mix in tourism context

Main key elements in process are planning, system & procedures, documentation, quality control& feedback & reviews.

Physical evidence: In tourism as tourism products are intangible as before purchasing

any service, people can't touch, feel and see those destinations. Physical evidence is the environment or facilities and services

which they experience upon reaching the destinations. Physical evidence is related to another important factors like

physical environment around the product/service, Ambiance, Spatial layout and corporate branding.

There are 3 types of marketing which happens within the service marketing triangle1. External marketing: promotional efforts aimed at potential

customers and guests (creating a promise between the organization and the guest)

2. Internal marketing: training, culture, and internal communications (enabling employees to deliver on the promise)

3. Interactive marketing: direct exchanges between employees and guests (delivering the promise)

In some businesses - such as travel, tourism, catering, and banking - the delivery of high-quality services to consumers is increasingly recognised as a key factor affecting the performance of firms.

SERVQUAL Dimension in tourism

Assurance dimension: being served by the appropriate personnel experienced and competent tour and hotel escorts and fluent and understandable communication with tourists.

Responsiveness dimension: sincere interest in problem-solving provision of adequate information about the service delivered prompt response to tourists’ requests provision of information on local entertainment willingness to help tourists

Reliability dimension: easy contact on arrival at airport easy location of and contact with tour and hotel escorts services delivered on time right first time keeping promises insisting on error-free service meeting the tour schedule no sudden increase in tour cost.

Empathy dimension: pleasant, friendly personnel understanding of specific needs cultivation of friendly relationship

Tangibles dimension: modern and technologically relevant vehicles appealing accommodation facilities availability of information documents and notes physical appearance of tour and hotel escorts (tidiness

etc.) high-quality meals.

Thank you…