AA Global Academy

HOSPITALITY AND TOURISM MARKETING STRATEGIES

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TABLE OF CONTENTSTASK 11

1.1. Introduction11.2. Critically evaluate Marketing Strategies in Hospitality or Tourism Sector41.3.Networkand Customer Relationship Marketing Strategies......................................................41.4. Recommend marketing and customer loyalty strategies9TASK 282.1. Marketing communication used to develop Brand82.2. Effectiveness of e marketing, viral and guerrilla marketing strategies92.2. Recommend and Justify Marketing Strategies10ReferencesI

LIST OF FIGURESfigure 1.1: classification of services1figure 1.2: hospitality packages offer by tourism and hospitality organization2figure 1.3: target market2figure 1.4: functionality of tourism and hospitality5figure 1.5: develop customer loyality different strategies6figure 1.1: pricing at two different level1

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TASK 11.1 INTRODUCTION:Travel & Tours proffer distinguishing and heartening holiday experiences to the UK. Team of travel experts is fervent about destinations and clients carved up eagerness for different countries around UK.PRODUCTS AND SERVICES OFFERED BY TOURISM ORGANIZATIONS: Below figure showing classification of probably the most alluring services of travel and tour are determined around the accompanying classifications: (Abrate, 2011)

Fig 1.1: classification of ServicesFig: Hospitality Packages offer by Tourism and Hospitality organization (Abrate, 2011)Fig 1.3 target market

FUNCTIONALITY OF TOURISM AND HOSPITALITY: (Evans, 2011)

Fig 1.4: functionality of tourism and hospitality

1.2 CRITICALLY EVALUATE MARKETING STRATEGIES IN HOSPITALITY OR TOURISM SECTOR:Marketing strategy is apracticethat cangive consent anorganisationto deliberate its inadequate resourcesonthesupremeopportunitiestoamplifysalesandconquerasustainable competitive advantage. Marketing strategies dole out as the elementary reinforcement ofmarketing plans premeditated to fill market requirements and attain marketing objectives. Marketing strategies are energetic and interactive. It engrossed vigilant scanning of the internal and externalenvironments. (Knowles, 2004)In-houseenvironment factors embracethemarketingmix,plusperformancescrutinyandstrategiclimitation.Externalenvironmentfactorscomprise customer psychiatry, competitor analysis, target market analysis, as well as assessment ofany rudiments of the technological profitability, edifying effects or political likely to brunt accomplishment. Large hospitality and tourism organisations usually have a director of marketing who is accountable for the management of all marketing activities. (Kotler, 2010)In hospitality and tourism industry, marketing function is the dependability of an operations administrator who must be disturbed with other functions as well.Thesuccessfulmarketingisnotaccomplishedbyjustslightendeavor.Establishingand maintaining a triumphant marketing program requires noteworthy management time and attempt. Marketing strategy plays a significant role in organizing any business. It is thebackbone of the victorious and profitable business.Tourism and Hospitality organizationis a well-known hotel chain. They require extending an effectual and efficient marketing strategy to contend its competitors. Attracting customeris the foremost focus of the organisation. There are number of probable strategies which canbe espoused byTourism and Hospitality organizationto magnetize people to choose it. (Poon, 2009)

TO DEVELOP CUSTOMER LOYALITY DIFFERENT STRATEGIES INCLUDES (Knowles, 2004)

MARKETING MIX OF DISCOVERY TOUR AND TRAVEL

PRODUCT:Tourism and Hospitality organization tourism artifacts, which are primarily the target, consist of the destination, the lodging and facility as well as the leisure at the final place. Thus it is an mixture of products includes: grouping of lure, facilities and shipping. Every part has its individuality and significance on the product jumble and in the lack of even solitary parts, the product jumble is curtailed.

PRICE:Worth in tourism is a multifaceted process. Tourism and Hospitality organization Pricing consist of the prices of many facilitated amenities like travelling all around world through any mode whether bus, train and as well for accommodation in hotel etc. All are included in Tourism and Hospitality organization tourism package. It includes Geographic position of the tourism target. Pricing of Tourism and Hospitality organization vary on Seasonality. Tour and hospitality business retort to their exceedingly intricate pricing circumstances is to operate at two levels:

The primary echelon is keep up a communication with the promotion and selling strategy, which assessed with the product placing, implication for the money, return on investment on money savings etc. The subsequent rank communicates to the advertising and selling operations where the Tourism and Hospitality organization prices are maneuvers to equivalent the contemporary command and rivalry.PLACEThe two most important operations are executed by the distribution system in tourism and hospitality marketing are:

Increase the sales shops which are located at different no of accessible places, away from the hot selling areas. To make easy services related to procurement system Promotionin futureTourism and Hospitality organization distribution strategies chose to emulate the organizations on the whole aims and targets. The middleman is expedition operators, who acquire tourism products in immensity and craft them accessible to travel partners. The range offered for tourist products by the company are travelling facilities,hotel adjustment, services for within city tour and travel, etc. The most modern approach offered by tourist is through Internet. Ticket booking procedure is also completed during the world wide net and imbursement is completed with online deposits too.

PROMOTIONADVERTISING: Advertisement of Tourism and Hospitality organization endow with significant information to the genuine and impending tourists. Its exposure is wide. it crafts attentiveness of the journey proffers of Tourism and Hospitality organization company accessible on a resting house and its magnetism to manipulate their business decisions. Tourism and Hospitality organization promote their projects hotel bedrooms, well-arranged restaurants and cafeteria, water pools for bath etc through Visual disclosure of sight and events to magnetize the customer.PUBLICITY: The exposure and promotion curriculum of Tourism and Hospitality organization includes such as pictures in media, travel editors,create contactwith magazines through fairy-tale story form etc.SALES PROMOTIONS: Tourism and Hospitality Organization proffers and give significance value and worth to their clients, such as advertisement through bags provided during travelling, wallets for hand carry accessories,covers of identity card.PERSONAL SELLING: The tour and Hospitality organizations business is dependant significantly on the personal selling. The development of Tourism and Hospitality organization has been promising because of well cultivated and well skilled human resources staff. Organizational tour and hospitality business has been prejudiced by the facilities delivered by the travel representative since they exerted as information carrying part of organization. It is significant to declare that in the Tourism and Hospitality organization tourism, the personnel attend tourists this gave them a competitive edge. Firm takes it as an indispensable element of the product, because sales human resources are found answerable for attending the customers after the counter, the resting house line managers and agents provide information according to the want of tourists when they arrive at the destination etc. all of these services participate a imperative role in making certain that the tourism products gratify the tourists. TELEMARKETING: In Tourism and Hospitality organization, the travel representative, offices of air travel, front desk officers, and secretaries work proficiently if through cell phone are not up to the mark. Also engaging a person measured to be competently strong, individually devoted human resources having an intrinsic inventiveness, innovation and thoughts are very imperative.PEOPLEIt is playing a most significant part in Tourism and Hospitality organization tourism. Regional people of the country are very vital, that how they indulgence tourist..The tourist is like a book of information of the company, who interconnect with the customers at the tourist position, all form the people are elementary part in tourism promotion. These contract persons are taught on interpersonal skills as well as information of the product. PROCESS

The operational development of the tourism and hospitality depends upon on the size of the Tourism and Hospitality organization tourism firm. Stipulation of travel information Liaison with providers of services Planning and costing tours Ticketing Provision of foreign currency and insurance (Kotler P. B., 2011)ASSESS THE ROLE OF NETWORKAND CUSTOMER RELATIONSHIP MARKETING STRATEGIES FOR HOSPITALITY AND TOURISMNetworking is edifice relationship and affinity with another person in business meetings orinsocialevents.Networkingfacilitatesindividualandorganisationstoenlarge relationships with assorted people and companies. Similarly networking is an indispensable factor for Tourism and Hospitality Organization Company, which can facilitate organisation to nurture its business and services. Organisation can erect its networking through different companies proceedings detained within the hotel premises. In these proceedings, different companies executives contribute. Individuals are offered with accessible discount packages for individual or business trips to be with the same hotel. In the events, Hotel proposes to endow with them most excellent services to organise their event in asuperior way. Delegations from these companies can be offered a fastidious package and consign within the hotel and the management of the hotel desires to craft and persuaded that every person is contented from the hotel services. This is a very excellent way of building a set of connections and facilitate organisation to cultivate its business. (Kotler P. B., Communication and Promotion Policy and Advertising. In Marketing for Hospitality and Tourism, 2011) Customer relationship is the relationship with every individual who is hanging in the hotel andusing hotel services. Customerrelationshipmanagement isaapproach formanaging companys communications with customers, clients and sales prospects. The overall aim is to magnetize, stumble on and prevail new clients, take care of and preserve those the company already has, entice former clients back into the fold, and diminish the costs of marketing. This relation is very imperative in the hospitality and tourism industry. In general, people have a preference to reside in aplace suggested to them by someone who is close to them so management of the hotel should provide equivalent importance. The most excellent way to set marketing approach for individualism to revise and evaluate what other competitors is provided that to their customers. This facilitates company to perk up their standards and set marketing strategies accordingly. The steps involved in developing the brand strategy of Tourism and Hospitality organization was: Made the brand name for tourism and hospitality, as it was theestablishment for all other mechanism and actions to erecton. Decide the brand spectators and aims that the brand desires to accomplish. This all wascomprisedue to Tourism and Hospitality organizationpersonality,image,corecompetenciesand characteristics.

Customer Marketing Relationship Strategies are

RECOMMEND MARKETING AND CUSTOMER LOYALTY STRATEGIES FOR A HOSPITALITY OR TOURISM: (Kotler P. B., The marketing environment. In Marketing for Hospitality and Tourism, 2011)

TASK-22.1 MARKETING COMMUNICATION USED TO DEVELOP BRANDWell implemented marketing programs impelled up both returns and profits. Determine tour organization working with companies to organize such programs too vigilantly to target striking customer division, craft the beloved image and fortify the brand.COMMUNICATION & PROMOTION STRATEGYMarketing, through utilization of all available communiqu and advertising channels, in the vicinity and globally, endow with Public Relations and Promotion services, from the plan and segment and up until the functioning phase. Through the exploitation of its global PR networks proficiency, Marketing meeting point on encouraging and increasing the arrive at and brunt of destinations aggressive advantages in a unsullied, startling and consistent manner.

The services are divided into the following categories:1. Public Relations.Conceding the worth of embattled networking and the conception of the suitable picture to probable visitors, Marketing is constantly endowing in Public Relations. This is attained through synergies with foremost and significant Public Relations and Digital Communication agencies in country and outside of the country worldwide. Following this direction, Marketing is progressively structuring a strapping worldwide communications network. In the UK tour and hospitality companies, the plan and functioning of incorporated tactics for the endorsement of the Tourism Product have previously been allocate to organization proficient in Public Relations for the tourism industry. Most important aim of the Communication Strategy is the generation of optimistic reputation for the Tourism Product, along with, the establishment and distribution of the brand as a pinnacle tourism objective worldwide. Leveraging conventional and new media, Marketing make centre of attention on efficiently showcasing the Tourism Product and target location assortment. This will be proficient by endorsing the undiscovered area of location and by partaking exhilarating stories, as well as, providing the inclusive and exceptional experience of the Tourism Product. (Trader, 2005)2. Digital Communication.Marketing designs and trappings inventive online campaigns in instruct to produce excitement during all the lifecycle period of the expedition to destination, but also tempt the energetic partaking of visitors while they have familiarity each stage. An imperative facet of digital communication is that the visitors by commune their experiences, become the mainly probable advocates of the Tourism Product. 3. Development of relations with the Tourism Industry.Marketing provides recommended sustain to generate and perk up tourism operators to make ease of access to elected target markets, thus attaining enhanced residency in sales channels.4. Organization of Promotional Events.For utmost experience of the Tourism Product, Marketing will systematize promotional proceedings with the contribution of media legislature, as well as, persons complicated in the tourism industry.With the utilize of conventional and modern infrastructure equipment and in collaboration with the worldwide Public Relations Network, we are exploiting the most existing tendency and research conclusion while executing incorporated communiqu strategies that have been tailored to the objectives, messages and requirements of the addressed target markets. (Abrate, 2011)MOBILE MARKETING STRATEGIES:Smart phones and hasty mobile with worldwide network assessment have malformed virtually all facets of life, but travel has seen some of the nearly all vivid revolutionize.Here's a succinct indication of the prospect in the mobile travel market: Tourism is, without any doubt, mammoth business Mobile travellers are a particularly attractive audience for brands and advertisers Online travel is increasingly going mobile Mobile is also particularly strong for last-minutehotel bookings (Morrison, 2002)2.2 ASSESS THE EFFECTIVENESS OF E MARKETING, VIRAL AND GUERRILLA MARKETING STRATEGIES WITHIN TOURISM AND HOSPITALITY:EFFECTIVENESSOFEMARKETING:Email marketing is a structure of direct marketing, which uses electronic mail as a means ofcommunicateprofitable orfund-raisingmessages toanspectators.It hasdevelop into the most effectual and admired media of publicity. This strategy helps Tourism and Hospitality organization organisations to acquire theproduct or services message toimmeasurable impending clients. By using email as the marketing media, hospitality or tourism sector of the firm target its online marketing efforts to a explicit audience of individuals for a meticulous product or service. E marketing of Tourism and Hospitality organization allows to remain in contact with the existing customers which persuades customer loyalty for the hospitality and tourism sector and produce opportunity of obtaining new clients. The advantages of using e marketing are by Tourism and Hospitality organization firm:

Cheaper way of implementing, sending and receiving information through clients to company Firm commence campaigns using graphics, videos etc. that iscompanys prospect to grab the attention and interest of customer. It enables to personalise and greet every person being targeted. This helps increasing a special bond with the prospects Through floating an email with one click to millions of users the audience appreciate firms offering Executing an email campaign is simple and company perform this mode of marketing very effortlessly and without any wide-ranging possessions Helping firm to Increase sales conversion No of hits created through emails is generating repeat sales Up-sell and cross-sell products orservices provided by firm. Gaining expensive feedback from visitors (Morrison, Public Relations and Publicity. Hospitality and Travel Marketing, 2002)VIRAL MARKETING STRATEGIES:Viral marketing are the marketing techniques that use pre accessible social networks tofabricate augment in brand responsiveness or to attain other marketing objectives through self replicating viral processes. Use of Viral marketing by Tourism and Hospitality Organization Company helpinghospitality or tourism facilitating:

In attaining short term goals and objectives Enabling organisation to linger within the aggressive business world, via this viral marketing strategy which is not simple to amalgamate within a distinct buyer-society Enabling business intentions to attain out to a global audience by efficientlyputting the internet connectivity to engage in recreation Working as a faster mode of attainingthe feedback of customers Helpingtoconstructthereputationofthefirmfactthroughaugmentedsalesandpromotions Gaining instantaneous visitors Attracting visitors for years to come Causing exponential intensification (Kotler P. B., 2006)GUERRILLA MARKETING STRATEGIES:Mechanize marketing methods Guerrilla marketing is particularly customized to assemble the desires of small businesses, where as conventional advertising sites are intricate and steep to the point of exclusion. It is a economical way of marketing and engross networking, both with customers and with other businesses. Some of the significant factors concerned in effectual guerrilla marketing are: Organisation must be devoted to the intended marketing plan To deem the arrangement as aninvestment Making prediction secure in the organisation Organisation must be enduring to stay with an obligation Management must endeavour to scamper the industry in a way that makes it expedient forthe customers Put an component of incredulity inthe marketing Use dimension to adjudicator the efficiency of the marketing Demonstrate the contribution with customers and forecast by standard follow-up Use marketing to increase permission from prospects, and then widen that sanction so that it escort to the sale. The significant aspect concerned in all types of marketing is the commitment with the advertisingorpublicityplan,asthiswillhelporganizationstoexecutethe plan efficiently and get the needed results. Also it is vital to reconsider and modernize the marketingchartandtechniquesbyexploringmarketandtheperformanceofthe customers. The position of guerrilla marketing has unmitigated today; becoming not merely an attributefor smallbusinesses,but alsothe number ofhugecompaniesusingitis continuously escalating.Inthehospitalityandtourismindustry, guerrillamarketinghelps in: Product or service assessment advertising Implement pillaging Short-term association Discriminating price cuts and proffer Premeditatedincapacitateofthecompetitionstestmarkets,marketingstudy, advertising campaigns or sales advertising Coordinating negative advertising for a competitorOne of the mainly important characteristic of guerrilla marketer is his suppleness in making rapidtacticstransforms;ditchamarketsegment,product,brand,businessmodelorobjective. The plan being used is measured to be appropriate when the resources of the assailant are moderately feeble, but those of the target competitor are comparatively strapping form, making him competent to endure a head on attack. (Morrison, Public Relations and Publicity. Hospitality and Travel Marketing, 2002)2.3 RECOMMEND AND JUSTIFY THE MARKETING STRATEGIESMost organisations will try to measure the effectiveness of their advertisement and evaluate to what extent they were able to communicate with their advertisement. And also the other factor they look at is that how their sales have affected with their communication strategies.From the points discussed above in marketing communiqu mix to ensure the efficacy of the tools usedcan be checked as follows:Message that spectators get from the advertisement: This facilitate the organisation to ensure the, is that commercial competent to communicate the accurate message that they required to carve up with the audience. In the strategies discussed above of organizations where form point in time they come up to with new-fangled products, are they capable to able to inform the consumer that what that product is precisely. And we can see thatthe commercials of organization regarding tourism are much purposeful and communicate what they wanted to say.Knowing audience: For being victorious in convey the communication to their audience, organization should primary identify there audience whom they are leaving to attach. This is accurately done by organization they approach up with new-fangled promotions with time the passage of time with the transform in product or state of affairs.Relate all the strategies developed: The strategies urbanized should bevery well interlinked to each other and acknowledged to allthe departments. The competence ofany communiqu strategy or tool can only be attain if it is very well concurrent and documented to each person operational for its expansion Likewise, if budget department does not appropriately be acquainted with the requirement of imaginative department, the budget affirmed by them would be unprofitable as they did not know the prerequisite in the first place.To know what organizations desire to speak & what you dont want to articulate: This is one ofthe communiqu learning lessons. In our standard day to day life we anticipateenhanced communication at home, place of work; if we dont converse what we want, then how can we wait for to get that thing. In the same way, if doesnt be successful in communicating what their product is all about and what it is not.How will they administer theirconsumers to comprehend why they should buy it? Its very imperative to convey precise message using- what you fancy to say and what you dont want to sayTest your communication mix tools in advance: While testing the tool purely means, whether such kind of advertising tool will be victorious in the market or not. It depends on the culture, convention and lifestyle of people; that which sort of advertisements petitions them. For ex: to gain hundred percent efficiency, organization of hospitality should have and it has different marketing strategies for UK respectively.Dont allow your budget to run out of control: If a company has to enjoy the benefit of marketing communication mix and strategies it should always draw a limitation on the budget that is to be spend in various activities like promotion, sponsorship etc. The limitation to spend would always challenge to make the BRAN name profitable.Niche marketing: Like UK organization of hospitality and tourism always use different marketing tools to cover specific audience which is one of the best ways to market. By doing niche marketing it can portray its brand very well. This would help them to get bestout of the talent spend on marketing the product in result of achieving the huge sales. As product will be familiar with the target audience whom they are targetingEvaluating the result the strategies can be tested by caring small surveys by asking the people about their views after looking at the promotions. And following the survey required changes can be brought into the upcoming planning .Measures to be used for improvement in future: By looking and analysing all the above steps or processes, organisation can come with important measures thatcan be implemented for the future strategies and can get better result in the future. (Knowles, 2004)BibliographyAbrate, G. F. (2011). Dynamic pricing strategies: Evidence from European hotels. International Journal of Hospitality Management, 31(1) .Evans, N. C. (2011). Management for Travel and Tourism. Oxford:Butterworth-Heinemann .Knowles, T. D.-M. (2004). The Globalization of Tourism and Hospitality.Kotler, P. B. (2011). Communication and Promotion Policy and Advertising. In Marketing for Hospitality and Tourism. New jursey:prentice hall .Kotler, P. B. (2006). Market segmentation, targeting, and positioning. In Marketing for Hospitality and Tourism . New Jursey:Prentice Hall .Kotler, P. B. (2011). The marketing environment. In Marketing for Hospitality and Tourism. New Jersey: Prentice Hall .Kotler, P. K. (2010). Marketing 3.0 - From Products to Customers to the Human Spirit. New Jersey: John Wiley & Sons, Inc .Morrison, A. (2002). Communications and the Promotional Mix. Hospitality and Travel Marketing. New York: Delmar Thomson Learning .Morrison, A. (2002). Public Relations and Publicity. Hospitality and Travel Marketing. New York: Delmar Thomson Learning. , pp. 486-512.plc, A. H. (1998). Review of UK Hotel Loyalty Programmes.Poon, A. (2009). Tourism, Technology and Competitive Strategies. Wallingford: CABI .Reich, A. Z. (1997). Marketing Management for Hospitality and Industry: A Strategic Approach. John Wiley & Sons .Trader, H. K. (2005). New Concept Hotel Taps into Niche Market.

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