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HS- INTERNATIONAL TOURISM MANAGEMENTTute 01 Date .
INTRODUCTION TO HOSPITALITY MARKETING AND SALES
Important of Sales and Marketing team to a Hotel
High competition among the hotels, need the competent team of Sales and Marketing to promote the
product among the competitors. Main Responsibilities
- Responsible for building the image of the organization among the customers
- Responsible for putting up a effective sales and marketing plan
- Responsible for carrying out market research product development campaign etc.
- Responsible for finding new segment in market
- Responsible for bringing business and helping out finance department to achieve the set targets
ORGANIZING CHART OF THE SALES AND MARKETINGDEPARTMENT
Director Sales & Marketing
Sales Manger
Marketing Manager
Assistant Sales Manager
Assistant Marketing Manager
Sales executives
marketing executives
Whats Marketing?
Marketing is the study and management of the exchange process. It involves the things
that the propert y will do to select a target market and sti mulate or alter that
m a r k e t demand for the property services. It consist with research, action , strategies
advertising, publicity, & sales and promotion.
Whats Sales?
Sales consists of direct efforts to sell the property by personal
s a l e s , c a l l s , telecommunication & mailings
THE MARKETING MIX
The term Marketing mix is used to indicate the variable factors which can satisfy specific consumer
needs. It is mix of 4ps such as product, price, promotion, and place.
Managements Role in Marketing & Sales
Role of Director Marketing
-Responsible for carr ying out a ma rketing plan throughout the ye ar
-Conducting sales promotion plan with the help of Director Sales
- R e s p o n s i b l e f o r i d e n t i f yi n g n e w s e g m e n t a t i o n o f t h e m a r k e t
- R e s p o n s i b l e f o r i d e n t i f yi n g n e w o p p o r t u n i t i e s
-Responsible for redirecting& modifying strategies that are not working well
-Other managerial function
Role of Director Sales
- Responsible for applying marketing strategies and directing the sales staff
- Responsible for putting up sales plan through out the year
- Responsible for Guiding the sales team accordingly
- Responsible for identifying new opportunities
The Challenge of Hospitality Marketing and Sales
Hospitality sales differ greatly from consumer goods sales in that the hospitality
sales person is selling something that has both tangible and intangible products.

I n t a n g i b i l i t y
P e r i s h a b i l i t y
I n c o n s i s t e n c y
I n s e p a r a b i l i t y

Trends shaping the future of Hospitality Marketing & Sales

Identify new trends & act immediately
- G l o b a l i z a t i o n
Expanding the business globally to attract different customer segments around the world
Ex: International reservation / Central reservation Developing marketing strategies for specific countries
and regions
- C o n s o l i d a t i o n
It can be merge, acquisition, or making joint ventures among two or more Corporation
-Partnership
M a r k e t i n g involving two or more partners and serving similar markets with noncompetitive
products. It gives the benefit from each others strengths
-N i c h e M a r k e t i n g & b r a n d i n g
Designing, building and marketing hospitality products for specific market Segments
- T e c h n o l o g y
Providing more efficiency service via technology, more properties have websites and guests are also
being reached on line booking facilities.
-Environmental awareness
Costumers are more concern about the environmental issues Ex: Eco Tourism
- G u e s t p r e f e r e n c e
Giving a prominent place for guest whishes
-Relationship marketing
Today most of the places treat their customer as assets and making good relationship to get the repeat
business
THE MARKETING PLAN
It is a guide for marketing, sales, Advertising and promotional efforts. It is the upon which
sales is built It is the propertys road map .Normally marketing plan has to develop for at least three year
period. It
- Forces Managers to think ahead and make better use of the propertys resources.
- sets responsibilities and coordinates and unifies efforts to reach the propertys sales Goals
- Creates an awareness of problems and obstacles
- Identifies opportunities to increase market share in some market segments and new Opportunities in
previously ignore areas
- Ensure that sales promotions and advertising are not wasted because of misdirected Efforts If the
management is uncomfortable with three year plan a compromise can be
reached b y s e t t i n g b r o a d g o a l s o v e r
t h e t h r e e y e a r p e r i o d a n d w e l l d e f i n e d o b j e c t i v e s a n d strategies for the first year of
three year cycle
The Marketing Team
It denotes a group of people representing at least one from each revenue center of the hotel
Steps of Marketing Plan
Three are five steps that must be included
STEP 01 Conducting a Marketing Audit
The foundation of any marketing plan is the marketing audit. Marketing audit
is the

research steps in the planning process, and is some time referred to as

g a t h e r i n g marketing intelligence
.-property analysis
It is a written unbiased self- appraisal used to assess the strength and weakness of
your property. Under that following factors will be considered
*Revenue and non revenue producing area
* Reputation
* Location
* Building exteriors
* Landscaping
Competition Analysis
An evaluation of a businesss competition to identify opportunities and unique
selling points. It is a part of marketing audit.
The objectives of a competition analysis are to discover the objectives of a competition analysis
are to discover
-profitable guest groups are being served by competitors that are not
b e i n g a t y o u r property
-So me co mp etitive benefits or advantage yo u r propert y enjo ys that cannot be
m a t c h e d by major competitors
- Wea k n e s s i n t h e m a r k e t i n g s t r a t e g i e s o f t h e c o m p e t i t i o n o n w h i c h y o u r
p r o p e r t y c a n capitalize
Market Place Analysis
Researches the propertys current position in the market place and reveals potential opportunities to
promote the property. It evaluates the environmental opportunities and problems that can affect the
business and forces affecting a business, such as changes in life styles societal values, economic
conditions, and Technology.
STEP 02 Selecting Profitable Target Markets
Here we have to consider the difference market segmentation in an around us.
Market segmentation
: Dividing the market in to groups of consumers with similar needs, wants, backgrounds, incomes, buying
habits, and so on
STEP03Positioning the property Positioning:
A marketing term used to describe the process of shaping how consumers perceive the products
and services offered by a particular hotel or restaurant in relation to similar products and services offered
by competitors (the process of designing a propertys market position is known as positioning)Positioning
is not simply advertising. A property s is composed of the hospitality it offers and the managers and
marketers ability to create unique selling points based on the property location internal or external
features personnel. Without positioning it is impossible to determine what the property has to offer, where
the property is going and how it will get there etc.
STEP 04Establishing Objectives and Action Plan
Once the market audit is completed, the target market segments identified and the positioning established,
the next step in the marketing plan is to establish specific marketing objectives. This is one of the most
difficult steps in the planning process because it involves establishing goals for each market segment.
Marketing objectives should be simple should be set for each market segment, revenue centre and
revenue producing service like outsource laundry facilities. Marketing objective should be
- I n
w r i t i n g
- U n d e r s t a n d a b l e
-Realistic and challenging
-Specific and measurable
STEP 05Monitoring and Evaluating the Market Plan

Marketing efforts should be measured carefully; the easier it will be future marketing activities and
programs. The marketing plan should be review periodically so that corrective action can be taken
through out the planning cycle.If action plans are effective and objectives are realized within establish
budget limits, corrective action need not be a part of the process. But it is painful fact that some strategies
do not work .If hotel sales goals are not being met the problem can often be traced to one or more of the
following reasons
-Lack of responsibility
-Lack of communication
- L a c k
o f
t i m e
- L a c k o f a u t h o r i t y
- L a c k o f a p p e a l
- L a c k o f c o n t r o l
-Lack of realistic goals
LESSON HOSPITALITY SALES & MARKETING
Lesson no 04 PRESONAL SALES
The personal sales call is often the most effective means of customer contact, especially when directed at
volume movers of the leisure, business and meetings market. A person l s a l e s c a l l i s u s e d t o b u i l d
r a p p o r t w i t h c l i e n t s o r p o t e n t i a l c l i e n t s a n d s e l l t h e m t h e propertys product and
services. Type of personal sales call1 cold calls or prospect calls which can either be made in
person or by telephone, are usually made within a small geographic area with a minimum
amount of time spent on each call.2 public relation calls This call made for existing customer to
enhance the relation ship.3 Presentation calls This call are made to individuals committees or groups to
explain how your property can meet their needs and to ask for their business.4 Inside calls These
calls are made to walk-ins inquiry about the property or to group buyers, such as tour operators
and meeting planners.
Prospecting
Prospecting is the life blood of sales because prospecting identifies the individuals
or groups that may become the propertys client base in the future. At a minimum, each
sales person should be making 10 to 15 calls per week on new prospects.
Sources of prospecting
-Referral program of past and present clients
- A c c o u n t p e n e t r a t i o n
-Local organization and companies
- C o m mu n i t y c o n t a c t s
- F r o nt d e s k p e r s o n n e l
-Other property employees
-The property competitors
- O t h e r s o u r c e s
- T h e n a t i o n a l l e v e l
- N e t w o r k i n g
- T h e i n t e r n e t
Qualifying prospects
Qualif y and quantif y are two of the most i mportant steps in the solicitation of
a n y account. Unfortunately, not every prospect qualifies as a potential client, in many hotels80 percent
of business is generated by 20 percent of their accounts.
Prepare for the presentation sales call
Once the prospect has been called on and has expressed an interest in the property,
a presentation sales call can be made. Although you should approach each presentation
sales call with confidence, you should realize that not all presentation lead to sale. You
should have well prepared presentation. It results

1 increased credibility
2 increased confidence
3 increased probability of reaching the decision maker
Pre presentation planning
To be effective pre presentation planning should include property research,
competitor research, and client research.
Property research
i n c l u d e s t h e d e v e l o p i n g a p r o p e r t y f a c t b o o k i n c l u d i n g v a r i o u s information related to
the hotel. Such as
-General property description
- G u e s t
r o o m s
-Restaurants and lounges
-Meeting and banquet facilities
-Audiovisual equipment
- T r a n s p o r t a t i o n
-Recreation facilities
- O u t s i d e s e r v i c e s
- Vendors
Competition research
i n c l u d e s t h e t h e g a t h e r i n g v a r i o u s i n f o r m a t i o n r e l a t e d t o t h e competitors strengths,
weaknesses, and their customer base.
Client research
includes the study about client, annual reports, internet sites, business directories, articles,
trade journals etc...
The sales kit
Before making a sales call you should prepare a well organized and professional sales kit.
Only the information pertinent to the clients particular needs should be included, too much information
results in clutter and appears unprofessional.
Projecting a professional image
You are the official representative of the property and your appearance, attitude, and
approach to clients can mean the
d i f f e r e n c e b e t w e e n n e w b u s i n e s s a n d a n e g a t i v e response. Remember, you never get a
second chance to make good first impression. First and foremost, never smoke; chew gum, or drinking
during a sales call. Other factors in projecting a professional image
include nonverbal communication, voice quality, listening skills, and negotiation skills
Nonverbal communication
- A p p e a r a n c e
- T h e h a n d s h a k e
- Ter r i t or i a l s p a c e
- P u b l i c s p a c e
- S o c i a l s p a c e
- P e r s o n a l s p a c e
- I n t i m a t e s p a c e
- B o d y l a n g u a g e
Voice quality
The sales presentation must be clear and understandable to be effective. The human voice is a persuasive
instrument when used properly, and it is vitally important that you learn to use your voice as a selling
tool.
Listening skill
At the other end of the spectrum, you must know when to stop talking. You need to show genuine
interest in your clients need, and listening is and important part of building a rapport.

Negotiating skill
Listening plays a key role in yet another important sales skill, negotiating. Negotiation
involves two or more parties coming together to reach an agreement for their
mutual benefit.
The presentation sales call
The objective of a presentation sales call is to book business for the property .once you have prepared
yourself for a presentation sales call it is time to make an appointment with the client and follow the five
steps that will help ensure success.
1 opening the sales calls
2 Getting client involvement
3 Presenting your property
4 Overcoming objections
5 closing and following up
1. Opening the sales call
All sales call begins with an opening. The opening should put the customer at
ease establish rapport and build the prospects confidence and trust in you it
d i v i d e s i n t o following stages
- I n t r o d u c t i o n Giving introduction about the presenter
- P u r p o s e s t a t e m e n t Stating purpose of the visit
- B e n e f i t s t a t e m e n t Reasoning out why he /they should listen to him and benefits what
they can gain
- B r i d g e s t a t e m e n t This will indicate the body of sales presentation
2. Getting a client involvement
S e c o n d st a g e i n t h e s al e s ca ll f o c us o n d e t er mi n i n g t h e c li e n t s sp e c if i c n e e d s
andi n v o l v i n g t h e c l i e n t s b y a s k i n g q u e s t i o n s q u e s t i o n i n g a l w a ys p r e c e d
e s a n y s a l e s presentation. This is is a fundamental rule. Questioning and presenting are separate
steps.
3. Presenting your property
You should have prepared, rehearsed sales presentation that addresses the needs of each of the major
market segments the property has targeted. For example a general sales presentation for
meeting planners that relates specially to the needs of that segment.
There are three skills required for a successful presentation; they are
- O r g a n i z a t i o n
- E f fe c t i v e s pe a k i n g
- V i s u a l
a i d s
Closing the presentation
When you have conclude the presentation, a transition phrase, which may be simple as do
you have any questions can lead to the next step of the sales call overcoming any
objections expected by the client.
4. Over coming the objections
Step four of the sales call deals with those times when the client has objections to
your sales presentation. Objection can occur at any time, and there is no reason to panic when an
objection is raised. Some objections are a clients way of asking fro more information and some may
offer an opportunity to close the sale. Normally the objection fall in two three main
categories
1 . P r i c e o r r a t e
2.Product or service
3.Lack of interest

4 . C l o s i n g a n d f o l l o w i n g u p Closing up Many sales people enjoy presenting their

products, but hesitate when it comes to closing. Closing is not difficult, however, when
you understand some fundamental principles involved. There two basic types of closes. Test close
and major close. Test close try draw a reaction from the client. A major close is a question or statement
that asked for sales.
Following up
It is necessary to follow up all the sales call was made. If a sale was not made, followu p c a n c o n s i s t
o f a b r i e f t h a n k y o u l e t t e r . T h e l e t t e r s h o u l d b e a c c o m p a n i e d b y additional material
not given to the client at the time of presentation and any materials specifically requested by the client.
Improving sales productivity
Sales is a highly competitive field, and you should constantly monitor
y o u r performance in no of areas. In order to measures your productivity, you must
firsthave a written list of goals, goals keep you on track and allow you to gauge
your success the basis for goals should always be the hotels marketing plan, and success s h o u l d
b e e v a l u a t e d i n t e r m s o f a c h i e v i n g t h e o p t i m u m c u s t o m e r m i x s e t b y t h e property.
Time management
Good time management is leads to successful sales career. It is important to have track
record for time utilization for each task. Your workday should be planned. Non selling task should be
eliminated during during prime selling time, and emphasis given to work items with deadlines.
In order to use time most effectively, time spent on routine work should be minimized. By using a
hotel director a sales person canutilize his time effectively
Key account manager
A typical sales person at properties of all sizes handles 300 to 400 accounts. Landing n e w a c c o u n t s
d o e s n o t m e a n t h a t y o u m u s t s e r v i c e a n e v e r i n c r e a s i n g n u m b e r o f clients. New
accounts with high potential will replace those with the lowest potential for business, so that the total no
of accounts you service will remain relatively stable as you continually increase the quality of the
accounts being followed
Lesson no 05 Date
TELEPHONE SALES
Chapter will outline the basics of telephone communication; describe how to handle
outgoing and incoming calls in a professional manner. The telephone is an
important business tool and proper handling of a phone call is one of the most important skills one
needs in the business world. Since the telephone is used in so man y different
w a y s , telephone sales may be delegated to several groups of employees within a property. Sales
call may
be handled by sales people or top management no matter how calls are
delegated, both incoming and out going calls pla y an i mportant role in a
p r o p e r t y s overall sales and marketing efforts.
BASIC TELEPHONE COMMUNICATION Telephone Etiquette
The lodging industry offers more than just rooms and guest services. It offers hospitality, and friendliness
and courtesy are an important part of any interaction between a
propertye m p l o y e e a n d p o t e n t i a l g u e s t . W h e n u s i n g t h e t e l e p h o n e , p r o p e r t y e m p l o
y e e s m u s t communicate warmth and a willingness to be of service. Telephone etiquette
begins by letting the potential guest know that he or she is important to the property. It is important that
the propertys representative be polite and understanding and that the unseen guest feel that
someone is concerned about what he or she has to say. There are a number of other ways salespeople can
make a good impression
-Adequate preparation
- A d e q u a t e t i m e
- D i r e c t c o n t a c t

- C o u r t e s y a n d r e s pe c t
- B r e v i t y - Concise and exact use of words in writing or speech
- T i m i n g
TELEPHONE COMMUNICATION SKILLS
- T o n e o f t h e v o i c e
- P i t c h
- I n f l e c t i o n
- U n d e r s t a n d a b i l i t y
- E n t h u s i a s m
LISTENING SKILLS
The other half of a successful telephone call is listening to what the prospective client or guest has to
say. A salesperson in particular should be aware of several keys to good listening.
- l i m i t t a l k i n g
- G e t i n v o l v e d
- A s k q u e s t i o n s
Outgoing calls1. Prospect and Qualifying calls
The objective of prospect calls is to gather information and learn the names of decision
ma kers. Qualif ying calls deter mine if prospects need or can afford the products
a n d services offered by the property.
2. Appointments calls
Appointment calls are used to briefly introduce a prospective client to the features and
services offered by the property and ask for an appointment to meet face to
f a c e t h e object of an appointment call is to get the prospect to agree to an appointment,
not to make a sale. Before making appointment call you should have all necessary information available
at your hand. appointment call is made up of several steps
-reaching the decision maker
-opening the sales call
- t h e p r e s e n t a t i o n
-overcoming objection
-setting the appointments
3. Sales call
Telephone sales calls may be made by a sales person or by a telemarketer working with a sales
script. Hotel chain and many large independent hotels work with specially
trainedt e l e p h o n e s a l e s t e a m t h a t c a l l o n p r o s p e c t a n d c o n c e n t r a t e o n g e t t i n g b o o
k i n g s o r commitments by phone.
4. Promotional calls
Promotional calls may be made by sales people or top management to introduce
special promotions.
5. Service calls
Client satisfaction and loyalty can be develop through service calls, whether the calls are made just to
keep in touch or are follow up calls to clients after a sale has been made. It h e l p s t o
build a good rapport with the customer and help to identify any changes in
meeting schedules.
5. Public relation calls
These calls are made to generate goodwill among the prospect customer.
INCOMING CALLS
No matter what type of calls is receiving to the hotel, it is essential that the caller receive a positive
first impression .when a call is answered at the hotel, the spot light is on the person
representing the property, and any unprofessional behavior will create a bad reflection about
organization.

Reservations
Telephones play an important role in making reservations. At small properties reservation a r e h a n d l e
by a small group of reservation staff or the front desk agents. Since
t h e r e s e r v a t i o n i s t s i s o f t e n t h e p u b l i c s f i r s t c o n t a c t w i t h t h e p r o p e r t y, m o r e a n d
m o r e emphasis is being put on the training of reservation personnel.
Response to advertising
One of the most effective advertising methods used by hotelier today is the listening of atoll free
telephone number in print ads. Since people are more likely to respond if the call is free. Toll free calls are
often handle by telemarketing people staff that tries to get either a firm commitment for a reservation or
information to pass along to a hotel sales person.
Inquires
Excellent leads for prospective business come in the form of inquiries from people who call the property
on the recommendation of friends, acquaintances or business associates who are familiar with the
property.

TELEPHONE SALES OPERATIONS

The telephone can be used in creative ways to boost sales. Two of the most common ways
are telephone sales blitz which can be extremely effective for small to mid size properties
and telemarketing which is used primarily by large properties.
TELEPHONE SALES BLITZES
Telephone sales blitzes are usually used to gather information, but thy can also
resulti m m e d i a t e s a l e s . T h i s s y s t e m e s p e c i a l l y e f f e c t i v e f o r p r o p e r t i e s t h a t c a n n o
t a f f o r d expensive computers and other telemarketing technology. The successful telephone sales
blitz begins with organization. The property s general manager or sales team usually
targets a particular geographical area or market segment and develops a plan for contacting as
many as possible within a short period of
TELEMARKETING OPERATIONS
Telemarketing is an effective sales tool that provides person to person contact immediate feed back and
the flexibility of Varity of approaches without the cost of a personal sales call. Telemarketing is
characterized by systematic use of the telephone often by a special Staff of highly trained
telemarketers along with computers and other technology that provide instant access to
information
Lesson no 06 Date
INTENAL MARKETING AND SALES
WHATISINTERNALMARKETING?
-A concept that sees employees as customer who must be sold on the property they work
for and convinced of their importance to its successes.
What is an internal sale? Specific sales activities engaged in by various employees of a
property in
conjunctionw i t h a p r o g r a m o f i n t e r n a l m e r c h a n d i s i n g t o p r o m o t e a d d i t i o n
a l s a l e s a n d g u e s t satisfaction. Management can encourage these vital relationships in three ways.
1 .provide an environment for guest employee relation.
2. Instill pride (recognizing the value of employee and their positions)
3. Provide training that encourages employees to become more helpful.
THE ROLE OF GENARAL MANAGER IN INTERNAL SALES
The attitude of the general manager will greatly influence the success of an internal sales program. If the
GM is not customer and sales oriented, it is unlikely that the staff will be highly motivated. A general
manager can develop a sales oriented staff by
,- h i r i n g s a l e s o r i e n t e d e m p l o y e e s

-training emplo yees in sales techniques

-motivating employees to sell
The role of employees in internal sales
Many employees make guest contacts while the guests are in the hotel.
h e r e t h e e mplo ye es are encourage to ma ke good rapport with the custo mer to
g e t t h e i r r e p e a t business .it is especially important to build guest loyalty to avoid losing even a small
part of your current guest base to competitors.
Relationship selling
Relationship selling can be defined as building guest locality by creating enhancing and
maintaining a good relationship with guest. There several ways for properties to learn
more about their guests so they can build relationship with them. One common method
used is the use of guest profiles. Other way is getting information through staff.
Employee training
Employee training should be included a number of areas that will enable employees to
assist guest and build rapport. These areas include
- k n o w i n g t h e p r o p e r t y E mp lo yees are encouraged to stud y the
p r o p e r t y f a c t b o o k i n o r d e r t o g e t a g o o d knowledge about the property.
- k n o w i n g t h e c o m m u n i t y It important to aware the area surrounding hotel and
places of interest in the area. Employee can promote such things to their customers.
- I n t e r a c t i n g w i t h g u e s t Positive interaction with guest is crucial to making a good
impression and generating repeat business. When ever possible called guest by their names
- L e a r n i n g s a l e s s k i l l s . Sales skills help employees to make the most of sales
opportunities in their particular areas of guest contact.
Upgrading
Reservation is an effective way to increase revenues, but very few front desks
or r e s e r v a t i o n s s t a f f s a r e t r a i n e d t o u s e u p g r a d i n g t e c h n i c q u e s . u p g r a d i
n g c a n b e accomplished without pressuring a guest by using one of three methods.
- T o p d o w n m e t h o d Guests are encouraged to reserve middle or high rate rooms.
- R a t e c a t e g o r y a l t e r n a t i v e m e t h o d s If the guest cant afford high rates, Guests are
encouraged to select middle rates range of rooms
- B o t t o m
u p
If the guest cant afford high rates and middle rates Guest are
encouraged to buy low rates rooms
SUGGESTIVE SELLING
It is a process of influencing guests purchase decision through the use of sales phrases. The entire
employee can practice these techniques to increase the sales volume. Ex; food server can suggest
a cocktail before the dinner.
EMPLOYEE INCENTIVE PROGRAMME
Employee incentive programs can be an effective means of motivating employees to sell and of tracking
sales results. Here the employees are rewarded in various ways for their extra selling efforts.
When developing incentive programs management should realized that while incentives in the
form of cash, merchandise, or trips are often used to motivate employees.
INTERNAL MERCHANDISING
Internal merchandising is the use of guest room services directories, Restaurant tent cards,
Elevator posters, Bulletin boards and other promotional items to promote the propertys
facilities and services.
Lesson no 07 Date
ADVERTISING AND PUBLIC RELATION

Why Advertise? -------------------------------------------------------------------------------------Hospitality firms advertise for a number of reasons.- A d v e r t i s i n g r e a c h e s

a vast audience.-Advertising is relatively inexpensive-Advertising
prompts audience response-Advertising demonstrates competitiveness
TYPES OF ADVERTISING
The types of advertising that hospitality firms use include print, broadcast, electronic,
direct mail, outdoor, collateral and alternative media.
PRINT ADVERTISING
News papers
Print advertising media include news papers, magazines, and directories. News papers are used by the
hospitality industry more than other advertising mediums for a number of reasons.
- H i g h l e a d e r s h i p
- F l e x i b i l i t y
-Low advertising rates
Magazines
Magazines are an excellent advertising option, since many consumer and trade magazines target specific
leader ship. Other advantages include
- p r o d uc t i o n q u a l i t y
- w i d e r
s c o p e
- l o n g
l i f e
Directories
Directories fall in to three categories. They are general, hotel, trade etc.
BROAD CAST ELECTRONIC ADVERTSING
Both broad cast and high Tec electronic advertising media have the potential of reaching large no of
consumers at one time
Different methods of Electronic Advertising
1. Radio
2. Television
3. Video
4. Internet
5. CD ROMs
6. Fax
DIRECT MAIL ADVERTISING
Direct mail is one of the most popular forms of hospitality advertising because it is
- T a r g e t a b l e
- P e r s o n a l
- C o n s p i c u o u s
- F l e x i b l e
-Designed for prospect involvement action
- E a s i l y c os t c o nt r ol l e d -Easily tested and measured
OUTDOOR ADVERTISING
Methods of out door advertising
-Signs
Sign can be a simple as a painted board or as standing board with the atmosphere of
the place.
-Bill board
Signs appear on the grounds of the hotel or restaurant, but billboard advertisement
are placed away from the property at strategic location on well traveled streets and highways

-Displays
Displays can be used both in house and off property to promote products and services.
Collateral Materials
Virtually all hospitality firms use collateral materials in one form or another. It includes materials, such as
brochures, poster, fliers and tent cards and specialty items designed to promote your product and services.
ALTERNATIVEMEDIAADVERTISING
In addition to these common advertising options, three are several alternative media
advertising options. These include
-Movie theater advertising
-Sponsor ship advertising
-In flight advertising- I ns e r t i n b i l l i n gs
-High flying advertising
- R e t a i l e r t i e i n s
DEVELOPING ADVERTISING PLAN
No matter what strategy is used, your advertising must cut through the media clutter and promote your
firm in a memorable and cost effective way. Four characteristics reach; Frequency,
consistency, and Timing play important roles in all successful advertising strategies.
-Reach
Refers to the no of different individuals or homes exposed to an advertising message at
least once during a specified time period. Genarally advertising costs will be higher as
reach goals increase.
-Frequency
Is a measure of how many times the average person in the target market is exposed to the advertising
message over a specified time period?
-Consistency
P l a y s a n i m p o r t a n t p a r t i n c o n s u m e r r e c o g n i t i o n o f y o u r h o t e l o r r e s t a u r a n t . Yo
u r advertising will be far more effective if it has a consistent look and, in the case of broadcast media, a
consistent sound
-Timing
It involves scheduling advertising for those times when it will be most effective.
Then e w s p a p e r a d v e r t i s i n g b u r e a u r e c o m m e n d s t i m i n g a d v e r t i s e m e n t s t o c o i n c i d
e w i t h seasonal sales patterns promoting summer vacation packages just before the season.

PLACING ADVERTISEMENTS
Here you have to consider the placement of your advertisements should be based on where
and when they will be most effective. In particular you should select the media outlets in
which to place ads based on the ability of each to
-reach the largest number of potential guest at the lowest cost per guest
-deliver an adequate selling message
BUDGETING FOR ADVERTISING
Before establishing an advertising budget, you should consider a number of variables that will affect the
kind of advertising budget you will use,
-The size and t ype of the hospitality firm
- T h e c o m p e t i t i o n
-Marketing objectives
- T a r g e t m a r k e t s

COOPERATIVE ADVERTISING
I nvol ve s a dve r ti s i ng i n c onj unct i on wi t h a not her a dve r ti s i er.t he re ar e t wo t ype s
o f corporative advertising. Horizontal and vertical. Horizontal co-op advertising involves
similar business, such as several hotels that pool resources to promote their destination
city. Vertical co-op advertising, on the other hand involves several different types
of b u s i n e s s e s s u c h a s a h o t e l a n d a i r l i n e t h a t c o s p o n s o r a n a d v e r t i s e m e n t
b e n e f i t b o t h parties.
RECIPROCALADVERTISING
It is the exchange of hospitality product or services (rooms, food and beverages etc...) for advertising
space or airtime. This type of advertising can be especially effective for firms with limited budget
MONITORING ADVERTISING
There are three ways to monitor the cost-effectiveness of your advertising
1.cost per thousand
2.cost per inquiry
3.cost per conversion
ADVERTISING AGENCIES
Advertising agencies can be extremely helpful in making media decisions that will cut
through media clutter and make the best use of your advertising dollars. When selecting an advertising
agency, its important to consider these factors
-The agency longevity, reputation. And experience with hospitality firms
-Who will handle your account and his experience
-The number of accounts the agency handle
-The services the agenc y provides and how it would work with your firm
-The nu mber of and t yp es of media with which the agenc y experienced
-How the agency would be compensated
PUBLIC RELATIONS AND PUBLICITYPUBLIC RELATION
Public relations can be defined as the process of communicating favorable information
about a hospitality firm to the public. Public relations include positive guest
relations, publicity, and other interaction with the public and media
DEVELOPING PUBLIC RELATION PLAN
Your plan should include what you hope to accomplish, when you can best reach target
markets, and, perhaps most important .who will be involved in these efforts and what these
people will do.
PUBLICITY
Publicity, the medias gratuitous of your firm, is one of the most effective promotional
tools available to the hospitality industry, yet few properties include publicity in
their marketing plan.
Developing Promotional Materials
Several types of promotional materials are typically used in conjunction with public
relations and publicity campaigns. Press kits typically include
-A letter of introduction
- A s u m m a r y s h e e t
- F a c t
s h e e t
- A b a s i c n e w s l e t t e r
-Photographs of the property
-Photographs of key personal

- N e w s c l i p p i n g
-Advertising materials
PRESSRELATIONS
It is easier to establish or maintain effective public relations program if your property or restaurant enjoys
a good relationship with the press. To develop good media relations and get the most from media
coverage have to consider following factors.
-prepare news release properly
- a v oi d d u pl i c a t i o n
- b e
h o n e s t
- r e s p e c t d e a d l i n e s
Lesson no 08 Date
MARKETING TO BUSINESS TRAVELERS
Who are the business travelers?
People those who travel business purpose will come under this category. Ex: company chairmen, CEO,
Top Management, Business travelers concern following points when selecting a hotel
- C o n v e n i e nt l o c a t i o n
-Clean, comfortable rooms
-Room rates and amenities
-Recommendations of friends and colleagues
-Previous experience with the property
- F a c i l i t i e s
-Frequent traveler programs
Frequent Business Travelers
Business travelers who come on regularly basis to a selected hotel will known as frequent business
travelers. The following factors are accompanied by the percentage s of frequent business travelers who
found them important.
-Restaurant on premises
- Q u a l i t y s e r v i c e
- R o o m a p p o i nt me n t s
-Sport and recreation facilities
- A m b i e n c e
-Entertainment on premises
- P r i o r k n o w l e d g e
- S a f e t y a n d s e c ur i t y
There are thee types of frequent travelers
1. No Frill Travelers
No frill travelers, is made up largely of middle to upper management level positions. They
expect clean, comfortable, room at a fair price but their spending power is above the cost
plus travelers. They are more interest on such facilities like swimming pool, saunas, tennis
court, etc..
2. Cost plus Travelers
This is the next largest group of frequent business travelers. These travelers are extremely cost conscious
and seeking for low room rates. Cost plus travelers are more interested on restaurant opening hours, room
amenities and lounges of the hotel etc...
3. Extroverted- Affluent Travelers
They are typically young and affluent, and either professional ,top level executives or
self e m p l o y e d t h e y r e q u i r e d f o l l o w i n g c h a r a c t e r i s t i c s i n t h e h o t e l s u c h a s f a s h i o
n a b l e properties, high quality amenities, recreational facilities, live entertainment, finest deco in eating
outlets etc

WOMEN BUISNESS TRVELERS

They are more concern about following points when they book a hotel
- S e c u r i t y
- C o mf o r t a n d s e r v i c e
- C o n v e n i e n c e
- F a c i l i t i e s
IDENTIFYING NEEDS OF BUISNESS TRVELERS
They have high spending power and expect personalized service from hotel side
. Following services are required to attract business clients.
- B u s i n e s s f l o o r s
- B u s i n e s s c e n t e r s
-Health and fitness centre
-High Tech and other special a menities
-In room refreshment centers
-Frequent traveler program( introducing guest privilege cards, special
d i s c o u n t s o n room rates, complimentary finding dinner, VIP treatments)
Lesson no 09 Date
MARKETING TO LEISURE TRAVELERS
WHO ARE LEISURE TRAVELERS?............................................................................
Those who Travel for pleasure, as opposed to business travel. Often used to indicate a trip of seven days
or longer, regardless of its purpose
The leisure travelers market can be divided into two segments, they are
,1 Individual Traveler
2. Group Traveler
INDIVIDUALLEISURETRAVELERS
Can be define as non business guests who are traveling independently rather than with a group on
prearranged tour. They can be classified in to following group
- F a m i l i e s
- S e n i o r s
- B a b y b o o m e r s
- G e n e r a t i o n x
FAMILIES
Married couples, couples with children, single parents and grand parents and other
familym e m b e r s t r a v e l i n g w i t h c h i l d r e n c o m e s u n d e r t h i s c a t e g o r y. T h e y e x p e c t f
o l l o w i n g characteristics from the hotel, such as
- R o o ms w i t h mo r e s pa c e
-Reasonable rates or no rates for children
-Low cost recreational facilities- R o o ms w i t h k i t c h e n f a c i l i t i e s
- K i d d i e s m e n u s
-Colorful interior rooms
- I n h o u s e d o c t o r s
-Baby sitting facilities
-All inclusive packages
SENIORS
An elderly person above 55 years old comes under this. There four types of seniors by age
limit, they are
-Preretirement (50 years -65 years)

-Young ol d (65 ye ars -75 ye ars)

-Old- old (75 years -85 years)
-85 plus ( above 85 years)
What do they expect from a hotel?
- Q u a l i t y s e r v i c e
-Clean and comfortable room
-Clean and comfortable lounge areas and public areas
- R o o m s w i t h t w o s e p a r a t e b e d s -High safety and security measuresEasy access rooms closer to elevators
-Elderly care facilities
- L a r ge w e l l l i t r o o ms
- N o n s l i p p e r y f l o or s
How to reach the senior market?
-Introducing religious tour packages
-Conducting promotion in various social organization
-Advertise to older travelers in travel guides
-Advertise in elders magazines
-Advertise in news papers
BABY BOOMERS
Baby boomers market consists of the 77 million people born in the United States between1946 and
1964 and covers a wide spectrum. Baby boomers include single adults, two income couples
without children, couple with children. This is segment wealthier and healthier than seniors.
What do they expect from a hotel?
-Willing to buy god quality products
-More recreation facilities
-variety of foods and beverages
-Fresh and healthy foods
How to reach the baby boomers market?
-Advertising in News papers and Magazines
-Combination of radio spots and out door advertising
GENERATIONX
People those who born in between 1965 and 1976.this segment has become a variable
economic force.
What do they expect from a hotel?
- E x c i t i n g e x p e r i e n c e
-Latest entertainment
-More seafood and vegetarian dishes
-Prefer for adventure activities
How to reach the Generation X market?
- advertising in computer, travel ,environment magazines
-Through travel agents
OTHERS
Other individual leisure travelers include businesses travelers who are taking a leisure trip either before
or after doing business, affluent leisure travelers, active leisure travelers, and single leisure
travelers who may be traveling alone or with a group of other singles.
Business leisure travelers
People those who travel for both purpose will comes under this

Affluent leisure travelers

This segment consists with those who have wealth and those who have mindset
o f affluence. Each different person has different needs and interests.
Active leisure travelers
Active leisure travelers are actively participating with different type of activities in order to spend their
leisure time. They really concern such activities like sport, adventure etc...
Single leisure travelers
Here only one member is representing alone for his holiday. Many single leisure travelers look for
personal enrichment while on vacation.
GROUPLEISURETRAVELERS
People those who travel with formulated groups comes under this segmented. Services in group tour
packages range from transportation, accommodation, and baggage handling to more extensive
arrangements such as meals ,sight seeing ,entertainment, and admission to attractions.
Tour intermediaries
Travel professionals who arrange tours are known as tour inter mediaries or trav
e l intermediaries. They include tour brokers, tour wholesalers, and retail travel agents.
Tourbrokers
Also known as tour operators. They do bulk purchasing of hotel products and and
other transportation products. Many tour operators operate their own travel agencies
through which tours are sold. Most of the times they own charter flights also.
Tour wholesalers
Like tour brokers put tour packages together, but typically work with airlines rather than ground
transportation. Most of tour wholesalers contact with hotels, air lines and other travel and
lodging suppliers.
TYPESOFTOUR
There are three types of tours commonly taken by group leisure travelers .they are
1.Motor coach tours
2.Airline tours
3.Property package tours
1.Motor coach tours
Motor coach tours fall in to two general categories. They are,Over night or Non destination tours
They only one night at a destination expect following this from the hotel side
< Quick service in baggage handling and meals
< Wide verity of food choices
< Fair room service operation
< Express check-outs
Destination tours
These guests will be staying a minimum of two nights at a place. They are mainly intereston area sight
seen and attraction.
Sample itinerary plan
Tour Features
Tour Itinerary
Tour Duration15 hours The Grand Canyon Executive Coach
Hotel Pick-up
Passengers are picked up from most major hotels in Las Vegas approximately 1to 1 1/2 hours prior to
departure depending on location of hotel.

Bus from Aladdin Hotel &Casino, Dessert Passage toGrand Canyon South
Passengers board an air-conditioned motor coach for an immediate departure for the Grand Canyon
National Park. En route, passengers will pass Lake Mead andstop briefly a Hoover Dam. The bus ride
duration is approximately 5 hours to theGrand Canyon National Park.
Lunch
Before entering the Grand Canyon National Park a brief stop will be made inTusayan Village just outside
the park for lunch. This will take approximately 1hour.
Grand Canyon National ParkObservation points
Stops at observation points in Grand Canyon National Park with approximately20 to 30 minutes at each
stop for photos, exploring and souvenir shopping.
Bus from Grand Canyon Southto Aladdin Hotel & Casino,Dessert Passage
Passengers board an air-conditioned motor coach for an immediate departure for the Aladdin Hotel &
Casino, Dessert Passage. En route, passengers will passLake Mead. The bus ride duration
is approximately 5 hours to the Aladdin Hotel &Casino, Dessert Passage.
Hotel Drop-off
Upon returning passengers will board motor coach for a complimentary transfer to most Las Vegas Hotels
or McCarran International Airport for connection flights.
How to reach motor coach tour brokers?
-Sending representatives to motor coach trade association meetings to promote
g r o u p packages and tours
-Sending direct mail along with the brochures
-Sponsoring for their events with display boards
-Developing toll free number to provide infor mation at all the ti me
-Publishing print journals, magazines etc...
-Putting up advertisement in bus tour magazines, bus
w o r l d , c o u r i e r d e s t i n a t i o n magazines etc..
2.Airline tours
Airline tours are usually arranged by airline tour wholesalers. They do advertising like
motor coach travelers and create airline complete vacation packages for their clients.
Property package tours
Here the property will develop packages to suit their client ales before develop your
own p a c k a g e , h o w e v e r y o u m u s t f i r s t f a m i l i a r i z e y o u r s e l f w i t h t h e t o u r i n d u s t r
y a n d determine what type of tour would work best for your property. Property packages can,
- i n c r e a s e s a l e s
-brings business during the off peak time
-Help to make a good name among the industry
-THE VACCATION OWNERSHIP OPTION
A Timeshare is a form of vacation property ownership. With timeshares, the use and costs of running the
resort are shared among the owners. While the majority of timeshares are condominiums or cooperatives
at vacation destinations, developers have applied the timeshare model to houseboats, yachts,
campgrounds, motor homes, cruises and private jets. The notion of a timeshare was originally created
in Europe in the1960s. A ski resort developer in the French Alps innovatively marketed his resort by
encouraging guests to "stop renting a room" and instead "buy the hotel". The developer was successful in
increasing occupancy and the idea spread worldwide. While a useful tool for many, the timeshare industry
has also become a magnet for attracting illegal and barely legal methods for the sale and resale
of property
Lesson no 10 Date

MARKETINGTOTRAVELAGENTS
Travel Agents
Travel agents help travelers sort through vast amounts of information to help them make
the best possible travel arrangements. They offer advice on destinations and make
arrangements for transportation, hotel accommodations, car rentals, and tours for their clients. They are
also the primary source of bookings for most of the major cruise lines. In addition, resorts and
specialty travel groups use travel agents to promote travel packages to their clients. Travel
agents are also increasingly expected to know about and be able to advise travelers about
their destinations, such as the weather conditions, local ordinances and customs, attractions,
and exhibitions. For those traveling internationally, agents also provide information
on customs regulations, required papers (passports, visas, and certificates of vaccination),
travel advisories, and currency exchange rates. In the event of changes in itinerary in the
middle of a trip, travel agents intercede on the travelers behalf to make alternate booking
arrangements.
Travel agents use a variety of published and computer-based sources for informationon departure and
arrival times, fares, quality of hotel accommodations, and
groupd i s c o u n t s . T h e y m a y a l s o v i s i t h o t e l s , r e s o r t s , a n d r e s t a u r a n t s t h e m s e l v e s
t o evaluate the comfort, cleanliness, and the quality of specific hotels and
restaurantss o t h a t t h e y c a n b a s e r e c o m m e n d a t i o n s o n t h e i r o w n
e x p e r i e n c e s o r t h o s e o f colleagues or clients. Travel agents who primarily work for tour operators
and other travel arrangers may help develop, arrange, and sell the companys own package tours and
travel services. They may promote these services, using telemarketing, direct mail, and the Internet. They
make presentations to social and special-interest groups, arrange advertising displays, and
suggest company-sponsored trips to business
managers.A g e n t s f a c e i n c r e a s i n g c o m p e t i t i o n f r o m t r a v e l a n d a i r l i n e w e b s i t e s f o r
low-costfares, but travelers still prefer using travel agents who can provide
c u s t o m i z e d service and planning for complex itineraries to remote or multiple
destinations. Toattract these travelers, many travel agents specialize in specific interest
destinations;travel to certain regions, or in selling to particular demographic groups.
Travel Management Companies
Also known as Mega travel Agencies because of their size and scope are giant chains
thato w n a n d c o n t r o l a l l a s p e c t t h e i r o p e r a t i o n s . t h e y p r o v i d e c o m p l e t e t r a v e l s e r
v i c e s , including arranging and booking transportation ,accommodations, and trips and
tours.Consortiums are groups of travel agents that have partnered to maximize their
buying power and share the high cost of todays computer technology. Independent agencies mayserve
areas not covered by major agencies.Generally speaking travel agents serve three types of travelers. They
are
- B u s i n e s s Tra ve l e r s
- L e i s u r e t r a v e l e r s
-International Travelers
More travel agencies are serving business groups .this trend has lead to the
developmento f a g e n t s o r s e p a r a t e d e p a r t m e n t w i t h i n t r a v e l a g e n c i e s t h a t s p e c i a l i z
ed in business meetings and groups. Leisure travelers often need more
assistance in
planningtheir d e s t i n a t i o n s t h a n b u s i n e s s t r a v e l e r s . b u i s n e s s t r a v e l e r s t h e
y h a v e p r e d e t e r m i n e places. International travelers can be business or leisure travelers.
MEETINGTHENEEDSOFTRAVELAGENTS
Property information

Hotels can provide information to travel agents in a number of ways; they are Global
distribution system, Internet distribution system, Web sites, Faxes, and E-mails, Hotel
directories, Information packages, Familiarizations tours.
Global distribution system (GDS s)
Global Distribution Systems in Present Times

Four Major GDS Systems;

Amadeus, Galileo, Sabre, Worldspan
October 2002 - The travel marketplace is a global arena where millions of buyers (travel agents and the
public) and sellers (hotels, airlines, car rental companies, etc.) work together to exchange travel
services. Among the shelves on which buyers search for travel services are
worlds global distribution systems and the Internet distribution systems. These systems
have become electronic supermarkets linking buyers to sellers and allowing reservations to
be made quickly and easily. Nowadays, more travel is sold over the Internet than any other consumer
product. The Internet is a perfect medium for selling travel as it brings a vast network of
suppliers and a widely dispersed customer pool together into a centralized market place. Nearly 37
million of Americas more than162-million active Internet users have already purchased travel
online. Online travel bookings exceeded $23 billion in 2001, and are expected to reach $63 billion
by 2005.However, any discussion of the Internet as a distribution channel for travel needs
to start with an understanding of the existing electronic distribution infrastructure, the Global
Distribution System(GDS). The airline industry created the first GDS in the 1960s as a way
to keep track of flight schedules, availability, and prices. Although accused of being dinosaurs due
to their use of legacy system technology, the GDSs were actually among the first e-commerce
companies in the world f a c i l i t a t i n g B - 2 - B e l e c t r o n i c c o m m e r c e a s e a r l y a s t h e
m i d 1 9 7 0 s , w h e n S A B R E ( o w n e d b y American Airline) and Apollo (United) began installing
their propriety internal reservations systems in travel agencies. Prior to this, travel agents spent an
inordinate amount of time manually entering reservations. The airlines realized that by automating the
reservation process for travel agents, they could make the travel agents more productive and essentially
turn into an extension of the airlines sales force. It is these original, legacy GDSs that today provide the
backbone to the Internet travel distribution system. There are currently four major GDS systems:
1 . A m a d e u s
2 . G a l i l e o
3 .
S a b r e
4 . Wor l d s p a n
Web sites
Another way to use computers is to create a chain or property web site either as part
of travel related net work or as an independent site.
Faxes and E mails
Updates on property promotions and special rates can be sent via fax as well as over the internet.
Hotel directories
Hotel directories provide the detailed information travel agents need to properly service clients. An agent
can compare one propertys costs, location, amenities, and facilities with each other.
Brochures
A property can also include large quantity of for agency clients in its
i n f o r m a t i o n package.
Familiarization tour

Many properties offer familiarization tours to travel agents. These tours can be conducted during during
slack periods are an effective way to promote the property.
SERVICE
The kind of service agents receive from a property is an important factor in whether theywill recommend
that property again. Service to travel agents also includes service to their clients
.1 . T o l l f r e e n u m b e r s
2.Travel agents clubs
3.commission payment plans
4.Providing good service for travel agents clients.
FINDINGTRAVELAGENTS
There are five resources that can help a property identify travel agents and agencies it may
want to do business with
1.The official air line guide
2.The world travel directory
3.In house records
4.Industry mailing list
5.Travel industry trade shows
REACHINGTHETRAVELAGENTS
You can reach travel agents through hotel directories, trade magazines, direct mail, trade
shows, and membership in travel agent association, personal sales and public relation efforts.
THEFUTUREOFTHETRAVELAGENTS
With the evolution of electronic ticketing, self-booking over the Internet, and
t h e emerging trend of point-to-point airline services that can only be booked via
telephone(including some that do not pay agency commissions), the question arises...
Lesson no 11
MARKETING TO MEETING PLANNERS
Definition of "business tourism" The tourism industry can be divided into leisure tourism and business
tourism. IMEX uses the following definition for business tourism: "Business tourism is the provision of
facilities and services to the millions of delegates who annually attend meetings,
congresses, exhibitions, business events, incentive travel and corporate hospitality". Please note that as is
the case for many terms in the meetings industry, there is not one commonly used definition. Group
meeting business can benefit a property in number of ways, such as
-Additional revenue
-Ease in filling slow periods
-Ease in employee scheduling
-Repeat business
THE GROUP MEETING MARKET
Group meeting market can be divided in to two segments. They are associations and c o r p o r a t i o n .
T h e n e e d s o f t h e s e t w o s e g m e n t s m a y b e t h e s a m e i n s o m e a r e a s related to the nature
of the meetings.
ASSOCIATIONS
An association is an organization of persons having common interest of purpose Types of associations
1.Trade associations
2.professional scientific associations
3.Non profit Organizations
1.Trade associations
Trade associations are made up of Individuals and companies or corporations in
as p e c i f i c b u s i n e s s o r industryo r g a n i z e d t o p r o m o t e c o m m o n i n t e r e s t s . T r a d e associa
tions are usually consider as the most lucrative source of group meetings business because of

their memberships consist largely of successful executives. Most trade association hold conventions in
conjunction with trade shows, trade fairs etc... 2. Professional scientific associations
Are closely related to the trade associations but differ in regard to the meeting
frequency. Most Professional scientific associations have regular meeting schedules.
3. Non profit Organizations
A nonprofit organization is for me d for the purpose of serving a public or
m u t u a l l benefit other than the pursuit or accumulation of profits for owners or investors. "Then on
profit sector is a collection of entities that are organizations; private as opposed to governmental; nonprofit distributing; self-governing; voluntary; and of public benefit. The nonprofit sector
is often referred to as the third sector, independent sector, voluntary sector, philanthropic sector,
social sector, tax-exempt sector, or the charitable sector. The National Taxonomy of Exempt Entities
classifies nonprofit organizations into nine major groups:
Arts, culture, humanities
Education
Environment and animals
Health
Human services
International, foreign affairs
Public societal benefit
Religion related
Mutual/membership benefit
Planning factors for association meetings
-Timing
-Lead time
-Geographic pattern
-Geographic restrictions
-Attendance
-Site selection requirements
-Whom to contacts
CORPORATIONS
A legal entity that is separate and distinct from its owners. Corporations enjoy mostof the rights and
responsibilities that an individual possesses; that is, a corporationhas the right to enter into contracts, loan
and borrow money, sue and be sued, hireemployees, own assets and pay taxes. The most important aspect
of a corporation is limited liability. That is, shareholders have the right to participate in the profits,
through dividends and/or the appreciation of stock, but are not held personally liable for the company's
debts.Types of corporations Corporations are greatly in size and purpose. There are local,
state, national, and international corporations that sell products, services or both.Type of
corporation meetings
1.National sales meetings
2.Regional or district sales meetings
3.Training seminars
4.New product introductions
5.Management meetings
6.Stock holder meetings
7.Incentive trips
Planning factors for corporation meetings also same as the association meetings
Reaching to associations and corporate meeting planners
Following ways will help to reach above sectors. They are,
-BY giving Personal sales calls

-By attending Trade shows

-Print advertising
Lesson no 12 Date
MARKETING TO SPECIAL SEGMENTS
INTENATIONAL
TRAVELERS-----------------------------------------------------------------------One of the fastest growing and most profitable special segments is the internationaltraveler market.
International travelers are travelers originating from points outsidethe United States and are divided in to
three categories. They are,
-American travelers
-European travelers
-Other international travelers (Asian, Africans etc...)
They look for following characteristic in a place before they book the holiday. They are
location, facilities, price, services offered by the hotel etc. The decision maker will be one of the
following
-Individual guest
-Local or foreign company managers
-Tour operator and wholesalers
-Travel agents
-Receptive agents
MEETING THE NEED OF INTERNATIONAL TRAVELERS
Following needs will accept by the guest from travel agent or hotel
-Making reservation
-Language barriers
-Transportation to the hotel
-Methods of payment
-Special appliances How to reach international travelers?
- joint advertising with air line
-personal selling in different destination
-Advertising in international market
-Participating to trade shows and exhibition
-Advertising in international magazines and journals
HONEYMOONERS
This market can be extremely profitable for the hospitality industry. Honeymooners are usually loyal
guest; many return to their honeymoon property for anniversary visits or recommend it to
friends. They look for more privacy on their honey moon. Another trend that can prove
profitable to properties interested in attracting this market is the destination wedding. More
people can attract for this event. The decision maker is almost always some one in the wedding party.
Meeting the needs of honeymooners
-look for romantic atmosphere with more privacy
-lot of activities in affordable price
-Special packages including all the services
-Destination toursReaching for honeymooners
-participating bridal promotions and shows
-Advertising in young people magazines
-Direct mail and advertising

-Advertising in bridal magazines

THE SPORT MARKET
Sport tourism is a multi-billion dollar business, one of the fastest growing areas of the $4.5 trillion global
travel and tourism industry. By 2011, travel and tourism is e x p e c t e d t o b y m o r e t h a n 1 0
p e r c e n t o f t h e g l o b a l g r o s s d o m e s t i c p r o d u c t . T h e economies of cities, regions and even
countries around the world are increasingly r e l i a n t o n t h e v i s i t i n g g o l f e r a n d s k i e r o r t h e
t r a v e l i n g f o o t b a l l , r u g b y o r c r i c k e t supporter. In some countries, sport can account for as
much as 25 percent of all tourism receipts. Sport tourists are passionate, high-spending, enjoy new
sporting experiences and often stimulate other tourism. Their direct benefit to a destination is cash their
indirect benefit can be years of follow-on tourists. Sport tourism is now a tool to
make achieve many things - to make-money, create thousands of new jobs and even help change cultural
perceptions such as in the Middle East and South Africa
EXPECTATION OF SPORT MARKET
-Location
Hotels closer to sport arena
-Facilities
Block booking facilities of rooms, Group function rooms, 24 hrs room service, extra facilities like game
rooms, sauna, and swimming pool, secure
-Price
Amateur teams look for low rates, professional team look for higher rates and someare looking for group
rates
-Services
Preferred services include discount club, preregistration, late c
h e c k - o u t s complimentary news papers, special balance and healthy food menus, bus
parking facilities, take away meals
-Decision maker
Decision maker will be the coaches, athletic directors, panel of directors or chairman
Reaching the sport market
-Personal contacts
-Direct mail
-Advertisement in college magazines
-Promotion on the internet
-News paper advertisements
GOVERNMENT TRAVELLERS
Federal, state and local government provides numerous opportunities for properties to increase
room occupancies through out the year. government business automatically go to the lowest bidder.
The final decision is also based on the propertys ability to contribute to the efficiency and
effectiveness of government operations by providing quality accommodation and services. Before
bidding for government business, you should be aware of the requirements involved
in establishing a business relationship with the government. You should aware of how
expense money is allocated to government travelers.
Straight per dim
i s d o l l a r f i g u r e a l l o c a t e d t o c o v e r l o d g i n g , m e a l s , l o c a l , transportation and
gratuities when government employees travel on official business
The actual and necessary per dim
is the maximum amount and employee may spend regardless of location and usually equal to or
higher than the Straight per dim rate.
The contract per dim

is the pricing arrangements and d incorporates the total cost of accommodation, meals, gratuities, travel
expenses and so on.
Reaching the government market
-Direct sales
Direct mail
-Advertising in government journals and magazines
Disability travelers
People those who travel with disabilities comes under this segment D D A
( Disability Discrimination Act) will facilitate equal opportunity to enjoy hotel benefits for
those who travel under above category. Individual with disabilities are divided in to three
categories, they are
-Those with mobility impairments
Hotel will facilitate easy access facilities, widening doors, providing special parking,ground floor rooms
-Those who with hearing impairments
Hotel will facilitate amplified phones, special telecommunication services, visual alert system etc
-Those who with visual impairments
Hotel will facilitate access to directories and menus printed in Braille, raised room
numbers, Braille labels in elevators etc...
OTHER SPECIAL SEGMENTS
1.Reunion attendees- consists of family , class and military reunions
2.Travel crews and directresses passengers
3 . Tru c ke r s
4.Construction crews
5.Movie crews
6.Military personnel

Lesson no 13 Date
MARKETING RESTAURANT AND LOUNGES
Restaurant Marketing and Public Relations
Restaurant marketing, though often overlooked and under funded, is crucial to both startup success and
the building and maintaining of critical sales levels. While there are many things you can do in house and
direct and community marketing is always a good idea, I have found a public relations campaign
essential to building large scale awareness of a restaurant quickly and effectively.
The Restaurant Business Plan
T h e b u s i n e s s p l a n i s e s s e n t i a l t o a n y n e w r e s t a u r a n t v e n t u r e . You r o d d
s o f succeeding are greatly increased when you study and report your idea. It is
yourb u s i n e s s r e s u m e a n d m a p t o s u c c e s s . I t i s t h e d o c u m e n t t h a t m o s t o
f t h e important startup connections will demand to see.
Restaurant Startup Products
Starting any business is always a challenge. Its not only a lot of hard work, its not always
obvious what needs to be done and when. If you are planning (or even
justd r e a m i n g ) o f o p e n i n g a r e s t a u r a n t , s o m e o f t h e p r o d u c t s b e l o w c o u l
d b e t h e difference between failure and success.
Restaurant Operations
The products below have been created or chosen to help the restaurant owner manage the day-to-day
operations more easily and effectively. Each one of these items is designed for a specific aspect of

restaurant operations or management We have also combined some similar and related products
into special offer combo p a c k a g e s . B e s u r e t o
c h e c k t h a t y o u d o n ' t " d o u b l e o r d e r " p r o d u c t s t h a t a r e already included in the combo
sets.
Restaurant Back Office
The products below have been created or chosen to help the restaurant owner manage back
office tasks more easily and effectively.
Restaurant Training & Manuals
Formal training of your employees is usually considered an unnecessary luxury. M o s t c o m e w i t h
e x p e r i e n c e a n d y o u m a y s a y t h a t t h e s e j o b s a r e n ' t e x a c t l y rocket science. However,
the benefits of proper and periodic training and clearly stating company policies are huge and longlasting. You will save money, have
ah a p p i e r s t a f f , a m o r e c o n t e n t e d c l i e n t e l e , a n d m a y e v e n a v o i d s o m e l e g a l proble
ms.
Special Offers
These products have either been discounted form the original price or
combined with similar products to create a utility package that we can offer at substantial
savings.Some of the trends that are affecting the food and beverage industry as follows
1. Celebrity involvement
2. Theme restaurant
3. Dining entertainment options
4. Increased competition
5. Take out and delivery
6. Hotel and restaurant branding partnership
7. Multiple branding among restaurant
Positioning Restaurant and lounges
It means introducing the revenue centers among customer. Before positioning youhave to see whether the
restaurant or lounge is met following requirements.
-physical location
-Atmosphere
-Considerable prices If it is free standing restaurant there will be big competition with others. Here you
have to find unique characteristic to suit to your place and use that as selling tool
POSITIONING RESERCH
Positioning research should become an ongoing part of the operation of any restaurant. Positioning
research falls in to following basic areas
1 . G u e s t t r a d i n g a r e a r e s e a r c h It covers the research about guest and where they come from and
catchments area of guest, their lunch and dinner behavior
2 . G u e s t p r o f i l e r e s e a r c h Study about guests age, gender, employment, spending power, loyal
customer or not etc...
3 . p e r s o n a l c o n v e r s a t i o n o r o b s e r v a t i o n The host or food server can get information by
conversing with guest
4 . S p e c i a l p r o m o t i o n Conducting special promotion by giving benefit to the customers
5 . G u e s t s u r v e y s Get the guest comments and feed back in order to make changes
6. Situation research Situation research can be used to identify market segments.
7. Competition analysis Here study about all the competitors an their strengthens and weakness
MERCHANDISING FOOD AND BEVERAGES
Food and beverage can be merchandised by special packaging and prici
n g , promotional materials such as posters and table tent cards and suggestive selling byfood servers.
CREATING MENUES

A menu must reflect the restaurants position or image, provide information and serve as
suggestive selling tool. While this may seem like a monumental challenge, iti s a c t u a l l y q u i t e
e a s y w h e n y o u f o l l o w a m e n u d e v e l o p m e n t c y c l e t h a t i n c l u d e s image, price, message
and design.
Image:
T he men u develop ment c ycle begins with the restaurant positioning or i mage.
Restaurant image refers how your restaurant is perceived by your patrons. What image
does your restaurant create? What type of ambiance or atmosphere do you offer?
Price:
P r i c e i n f o r m a t i o n i s c r i t i c a l m e n u c o n s i d e r a t i o n . You r p r i c i n g s t r a t e g y s h o u l d b
e determined long before your menu is designed. What price does you guest expected to pay for menu for
menu item? Will items be priced individually or as full meal? How much will be the preparation cost?
What will be the profit margin? In addition to that the following factors should be considered when
pricing menus
-Type of operation
-Guest perception and demand
-Competition
Message:
Make sure your menu is organized, readable, and convey the tone of your restaurant Design: The menu
message is only part of the presentation. An attractive design will enhance the copy and draw guests to
featured items and specials