Services Marketing

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Hotel Marketing
Hasna Askar Reg. no. 330 Ivth sem. MBA
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Introduction:The common law says that hotel is a place where all who conduct, themselves properly and who being able and ready to pay for their entertainment, accomodation and other services including the boarding like a temporary home. The ultimate in marketing is to establish brand loyalty so that eventually the consumer does not purchase the goods / services once, but continuously. This is achieved only by the product following the complete process of marketing.

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Hotel and its Typology:ON THE BASIS OF NATURE:-

i) Residential hotel ii) Commercial hotel iii) Resort hotel iv) International hotel v) Floating hotel
ON THE BASIS OF STANDARD:-

i) 3 star hotels ii) 5 star hotels ii) 7 star hotels

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Users of hotel industry:DOMESTIC USERS:Pilgrims, Students, Officials, Film stars, Intellects, Sportsmen, Business executives.

FOREIGN USERS:Political representatives, Trade representatives, Educationists, Tourists, Sportsmen, Cultural representatives, Pilgrims, Business executives.

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Product Planning & Development: LOCATION:Location implies accessibility and conveniences to the users of hospitality services. The selection of a suitable place for hotel is found important. The main thing in the location of a modern hotel is accessibility and this gravitates our attention on the infrastructural facilities such as availability of quality roads, electricity and communication facilities in addition to other services.

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 HOTEL BUILDING:Construction of hotel buildings is an important component of hotel planning. It is related to the planning of bedrooms, restaurant and also to develop other peripheral services. The designing of hotel building no doubt is concern of architects but the management experts can identify the changing trends and emerging preferences.

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 HOTEL BEDROOMS:-

While planning for the bedrooms, it is essential that we keep in our minds the needs and requirements of users.

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 HOTEL FUNCTION ROOM In the planning and development we find hotel function room, conference hall, wedding halls etc. as important points. The hotel planners need to consider about the management of function rooms.

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Product:a) Reception, b) Boarding, c) Lodging, d) Entertainment, e) Shopping, f) Personal care, g) Communication and transport, h) Medical.

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Promotion:For successful marketing, it is only not sufficient that we concentrate on the quality of services but it is also impact generating that we promote our business in such a way that our prospects come to know about the quality to be offered to them as hotel customers. i) Advertisement, ii) Publicity, iii) Sales promotion, iv) Word of mouth promotion, v) Personal selling, vi) Telemarketing.

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Price:Pricing decisions are found critical and challenging. It conveys something to customers even about the quality of the product. We also use pricing as a tool to manage demand. Some of them are as follows:a) Pricing for room tariffs:b) Pricing for food and beverage:c) Pricing for function:-

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Place:The location is, the most important business decision, specially for proprietor owned restaurants, guest houses, and small tourists attractions etc. This is due to the fact that a well located business can often be sure of an adequate flow of customers to its catchment area. The consumers come to the producer directly and therefore, we find the distribution channels less significant.

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Physical evidence:1] Restaurant, 2] Bedrooms, 3] Conference halls, 4] Plunge pools, 5] Parlours, 6] Court yards, 7] Gym, 8] Function halls.

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Process:1] Zero level distribution:-

Hotel companies

Users

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Process:1] One level distribution:-

Hotel companies

Travel agents

Users

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Process:1] Two level distribution:-

Hotel companies

Tour operators

Travel agents

Users

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To say thank you, is in recognition of humanity.

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