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Analyze the ways in which sales, advertising and public relations can be used to
promote a hospitality establishment.
Three Principal Goals of Promotion are to inform, persuade and remind. Promotion in
hospitality industry is essential in order to establish or change image of the organization,
generate sales and send messages to publics.
A manager of a hospitality establishment can create a customer through advertisement,
sales promotion, and public relations. Behind each of these are: origination, imagination,
appearance and appeal, salesmanship and hospitality. By using these tactical instruments,
the company is able to raise its awareness, communicate the value it brings to its potential
customers and helps in the sales process.
First step in a successful promotion is identifying the target market. Managers need to
understand their target audience before they can communicate with them.
Second step represents determining the communication objectives. Thirdly, designing a
message content, structure and format. Forth step represents selecting the communication
channels, whether personal (face to face, telephone, presentation) or impersonal (print,
broadcast and display media). Further comes selecting the message source, and lastly,
measuring the communication’s results
The guests determine what the business becomes. The guests convert economic resources
into wealth when they rent rooms and buy meals and other goods and services. What the
guests consider "value" and think they are buying determines what the business actually
is, what it provides, and whether it will prosper.
The most difficult and important part of the hospitality manager's job is marketing-
planning and accomplishing sales. Sales are the fundamental measure of the success of a
business. By developing the proper sales promotion program a hospitality organization
can gain an enormous success. The size of the incentive is extremely important. The
conditions for participation must be decided on, as well as the way of promoting and
distributing. Furthermore, a promotion dates must be set and decided on the sales
promotion budget.
Sales: for hospitality firm helps secure corporate clients. This segment is ideally
approached through direct sales. Direct sales are also an excellent medium to learn the
service needs of different clients - helps customize your offer.
Advertising can be defined as paid, public messages designed to describe or praise your
business. This can be done through the use of posters, newspapers, radio or other media.
Every lodging business needs some form of advertising to keep revenues at a sufficient
level to produce a profit. In addition to word-of-mouth testimonials and endorsements
(the most valuable of all ways of increasing business), a well organized advertising
program is essential
.
The sales can be increased by:
1. Change the perception of the company’s brand with regard to some particular salient
product characteristics
2. Change the perception of the competitive brands with regard to some particular salient
product characteristic
3. Affect those forces which influence strongly the criteria choice used for evaluating
brand belonging to the product class
Media plan is very important. An organization must decide on the type of advertising:
• Media
• Magazines
• Television
• Radio
• Yellow pages
• Radio
• Outdoor
Effective advertising gains the attention of the prospective guest, holds it so that the
message can be communicated, and makes a lasting, positive impression on the prospect's
mind. A message is created by:
Advertising: helps position the firm to different segments, and in creating a brand name.
However reaching out to different segments is possible through different media. This is
most effective when the firm wants to attract individual travelers/vacationers from far
away places (there are also other means to do this).
Advantages of Advertising
Disadvantages of Advertising
Public relations represent all the activities that a hospitality and travel organization
engages in to maintain or improve its relationship with other organizations and
individuals. PR offers a way to distinguish your company’s products from another.
One of the major PR activities is press relations. The aim of press relations is to place
newsworthy information into the news media to attract attention to a person, product, or
service.
Counseling is a PR activity stands for advising management about public issues and
company positions and image. It is very important when involving sensitive issues.
1. Research
2. Establishing marketing objectives
• Builds awareness
• Builds credibility
• Stimulates the sales force and channel intermediaries
• Lowers promotional costs
3. Defining the Target Audience
4. Choosing the PR Message and Vehicles
5. Implementing the Marketing PR Plan
6. Evaluating PR Results
• Exposures
• Awareness/Comprehension/Attitude Change
• Sales-and-Profit Contribution
An imaginative and vigorous public relations program will help establish your business
as a valuable and wholesome influence in the community. The public and your guests
will recognize your business as one which provides the best services and products for
rates and prices charged.
PR is very important in turning the poor locations into advantages as isolation and
obscurity can be a PR tactic. Furthermore, PR emphasizes unique services.
The biggest tools in Public Relation marketing include publications, events, news,
speeches, public service activities and identity media.
All of the public interests must be served. Serving one group of the public at the expense
of another does not produce desirable public relations. Good morals are the basis of
sound public relations. Each individual business manager and the business he represents
must become respected and earn the confidence of his community. There
is no difference between his personal reputation and the reputation of his business.
The public must have factual information about your business. False information, rumors,
and gossip are detrimental. A manager must relate the actual conditions as they exist.
If marketing and promotional plans have been carefully and thoroughly made, it should
not be difficult to measure results. Find out what has been accomplished and
then review these findings, considering the cost and potentials for further progress.
Compare what has been accomplished with what was planned. Try to discover the
reasons for any shortcomings. If these shortcomings can be controlled, do so.
2. Suggest which above tools should be used and why in the following situations (more
than one tool can be used in each case)
A. A hotel in Corfu that has a guaranteed contract with a tour operator for July and
August but wishes to encourage bookings for the remainder of the year.
In this situation, the best way of promoting a hotel is by sales promotion. Sales promotion
consists of those activities directly involved with the day-to-day business of selling
rooms, food, beverage, and other lodging services. It can be
thought of as the fundamental processes of training all employees to be sales-minded; the
preparation of sales training materials; guest sales literature; direct mail
programs; posters; use of give-a-ways and similar efforts to increase sales.
Sales-Promotion Objectives:
Internal Selling
Persuading a prospective guest to patronize your business is not the sole concern of the
sales effort. Internal selling- all sales efforts made after guests have been
registered- must also be considered. Internal selling has two purposes (1) to encourage
the guest to patronize all facilities of your business, and (2) to favorable
influence him so that he will return again.
Personal Selling
Personal selling, as the most impelling type of selling, provides excellent potential for
increasing business. All of the staff should be sales-minded. They must be trained to offer
sales suggestions to guests when opportunities are presented. Friendly cooperation from
all staff is essential. Here are some examples:
Desk clerk, while registering a guest: "Mr. Brown, we have a beautiful new dining room
here and hope that you can try it out. We're also open for breakfast, beginning
at 7:00 a.m."
Telephone Selling
Expert selling on the telephone is important, too. The hotel's telephone operator is in a
good position to make sales. Guest's inquiries from their rooms or from outside
can often be the opening for a polite and skillful sales effort. Negatively, an unfriendly or
"snappy" manner can discourage sales. Your telephone company can assist in training.
Other Methods
Internal selling can be done by means of various printed pieces or by artistic posters and
similar methods.
In executing a sales promotion, pre-test to determine if they are appropriate and of the
right incentive size, and in the end evaluate the results against the objectives of the
program
The sales promotion is a good tool in this case because it has wide assortment of tools,
rewards quick response, and efforts are short-lived.
In this case we can also use a persuasive advertising. It can help a hotel to build selective
Demand.
• Slice of Life
• Lifestyle
• Fantasy
• Mood or Image
• Musical
Finally, advertising is the best promotion tool because it reaches many buyers, repeats
message many times, and is impersonal.
A. A hotel that is reopening after having been closed due to the death of a guest from
carbon monoxide poisoning because of a faulty water heater.
PR helps a company to create a positive image and customer preference through third-
party endorsement.
Building good relations with the company’s various publics by obtaining favorable
publicity, developing a good corporate image, and heading off unfavorable rumors,
stories or events.
In this case, the best choice would be PR marketing. The PR manager is the person which
is responsible for speeches to the public, and informing the press when crises happen, in
this case, the death of the guest from carbon monoxide poisoning. Sometimes an owner
finds that his business has a poor reputation. He needs a positive, favorable public
relations program to wipe out the unfavorable impression. A careful review of the
procedures outlined in this section should suggest many ways for achieving good public
relations. Product publicity assists in product repositioning.
BIBLIOGRAPHY:
• Books:
Kotler, P., Bowen, J.T. & Makens, J.C. (2006), Marketing for Hospitality and Tourism,
New Jersey: Prentice Hall.
• Websites: