Competencies for Chapter 14 Marketing to Special Segments

1
Competencies for Chapter 14Marketing to Special
Segments

• Outline considerations for marketing hospitality
  products and services to international travelers
• Outline considerations for marketing hospitality
  products and services to honeymooners and sports
  teams
• Outline considerations for marketing hospitality
  products and services to government travelers,
  travelers with disabilities, and other special
  segments

2
The International Traveler Market is the fastest
growing traveler market see ex 1 on pg 520

• Special Services and Amenities must be an option
  for meeting the needs of these decision makers.
  Some will involve
• Reservations telephone or Internet access
  reservation agents who speak foreign languages
• Foreign-language menus, signs, and brochures
• Transportation to the hotel
• Methods of payment prepaid voucher programs
• Special appliances and adaptors

• Since the international travel market is so
  diverse, properties must market to a number of
  kinds of decision-makers who include
• Individual guests
• Foreign independent travelers (FITs)
• Local or foreign companies
• Tour operators
• Travel agents
• Pages 519-24

3
Finding and Reaching International Travelers Why
is familiarity important to many international
travelers?

• Because independent hotels do not benefit from
  brand recognition, they must seek other ways and
  means of attracting the lucrative International
  Traveler market.
• What are some sources of finding and attracting
  these kinds of travelers?
• Educational institutions, fraternal clubs and
  foreign exchange students
• Propertys own community Local Ethnic Groups
• Chambers of commerce Sister Cities
• Local governments Political Symposia's
• Convention and visitors bureaus (CVBs)
• Tourist agencies
• Travel industry associations pages 524-530

4
The Honeymooner Market is extremely profitable
and often creates loyal customers. (see ex 4 pg
532 The Honeymoon Market at a Glance)

• Todays newlyweds are, Professionals,
  sophisticated and affluent. Recently a trend is
  for Honeymoons to be shorter. Special packages
  are popular destination weddings and adventure
  honeymoons can create shared memories, The Chief
  purpose of a Honeymoon
• Decision-makers bride and groom family members
  members of wedding party.
• Finding and Reaching Honeymooners involves
  Watching for engagement announcements in local
  newspapers, bridal promotions hosted by local
  department stores, and bridal fairs. Reaching
  this market will involve using direct mail and
  print advertising most effective methods also
  hosting familiarization tours and society
  writers, as well as special interest magazines
  such as Modern Bride inserts and attractive adds
  in key feeder city newspapers. Pages 530-3

5
Sports Teams and Support Personnel can provide an
excellent opportunity to fill guestrooms and
increase food and beverage revenue.see ex 6 on
page 535, the sports team market at a glance

• Expectations of Sports Teams and Support
  Personnel
• Personal greeting
• Efficient registration
• Team functions
• Meeting rooms
• Other special services

• Some of the sports teams would include?
• Professional teams college and university teams
  high school and other youth teams
• Football, basketball, baseball, and other teams
• Individual sports market
• Support personnel and fans
• Pages 534-40

6
Other Special Market Segments

• Disabled Travelers will requireVisual alert
  systems, amplified phones, as well as access to
  public facilities and an equal opportunity to
  participate in and benefit from the goods and
  services provided by your property.
• Other market Segments include
• Reunion Attendees
• Travel Crews and Truckers
• Movie Crews
• Military Personnel
• Sequestered Juries
• Pgs 540-9

• Government Travelers
• Straight per diem
• Actual and necessary per diem
• Contract per diem