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

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

• 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)

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

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

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. Selling communicating directly with the customers to determine and then satisfy their needs

• 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)

(1)
Lesson 1.2 Hotel Marketing: A competitive Industry

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

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

• 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)

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

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.

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

• 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
Lesson 1.3

• 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)

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 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)

– 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)

• 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