HOSPITALITY MARKETING

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HOSPITALITY MARKETING
CHAPTER 1
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CHAPTER 1

• What is Hospitality Marketing?
• 1.1 Marketing Basics
• 1.2 Hotel Marketing A competitive Industry
• 1.3 The Importance of Hospitality Marketing

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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)

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ROOMS

• In 100 years the total number of hotel rooms has
  grown from 10,000 to over (7)
• 3 million

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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)

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Marketing Mix

• Product what a business offers customers to
  satisfy needs
• Price the amount that customers pay
• Promotion combination of methods used to inform
  customers of the products
• Distribution method used to get the product or
  service to a customer (12)

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KEY MARKETING FUNCTIONS
Payment plans, upgrades, budgeting, cash flow
Marketing-information management
Survey, history
Financing
Determine satisfy needs, get money
Selling
Functions of Marketing
Getting product to customer, service
Pricing
Distribution
Value and cost of products, supply demand
pricing
Promotion
Product/Service management
Designing, developing, improving product, stay
competitive
Images, Informing customers, advertising, P/R
(COMPLETE HAND OUT) (14)
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FUNCTIONS OF MARKETING

• Marketing Information Management gathering and
  using information about customers
• Financing-acquiring and budgeting financial
  resources to stay in business and payment plans
  for customers
• Pricing-determining the value and cost of goods
  and services, supply and demand in travel
  industry determines this most of the time

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FUNCTIONS OF MARKETING

• Promotion-informing customers about the products,
  services, images, ideas, advertising, publicity,
  public relations
• 5. Product/Service management-designing,
  developing, maintaining, improving products or
  services to meet the needs of customers

• 6. Distribution-means of getting a companys
  products and services to the customer in the best
  way
• 7. Selling-communicating directly with the
  customers to determine and then satisfy their
  needs

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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)

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PRIME OBJECTIVE

• The prime objective of hospitality marketing is
  attracting and pleasing the customer. (1)

Lesson 1.2 Hotel Marketing A competitive
Industry
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PROMOTION

• Advertising campaigns
• use
• Radio, TV, Newspaper, Internet and Direct Mail.
• (3)

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Target Market
is a specific group of people who share similar
characteristics (4)
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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)

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Demographics

• The characteristics of a target market such as
  age, income, gender, and level of education. (11)

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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.

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INTANGIBLE PRODUCTS

• The hospitality industry sells intangible
  products comfortable feeling, warm, safe, clean,
  individual attention by the staff. (12)

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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-on-demand, desks, two-line
  phones, computer service, laundry, room service,
  etc. (17)

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TIA

• Travel Industry
• Association of America (2)
• Lesson 1.3

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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)

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Lodging Facilities

• Lodging facilities operate 24 hr a day, seven
  days a week. (9)
• Hotel employees are responsible for providing a
  comfortable and enjoyable stay for their
  customers. (8)

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Some management positions for hotels

• General manager-responsible for all operations
  (10)
• Front Office manager-reservations, room
  assignments, (10)
• Executive housekeeper-supervises all.
  Housekeeping staff, ensures all rooms are clean
  and comfortable(10)
• Food and Beverage manager-oversees all meals,
  drinks, banquets, meetings(10)

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Some management positions for hotels

• Sales Director-supervise the sales staff,
  corporate accounts, special events,
  conventions(10)
• Human Resources Manager-recruiting, 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)

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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

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• Consider one of these jobs for your future