AA Global Academy

HOSPITALITY AND TOURISM MARKETING STRATEGIES

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TABLE OF CONTENTS
TASK 1

1.1. Introduction..................................................................................................................................1
1.2. Critically evaluate Marketing Strategies in Hospitality or Tourism Sector.............................4
1.3.Network and Customer Relationship Marketing Strategies........................................................4
1.4. Recommend marketing and customer loyalty strategies...........................................................9

TASK 2

2.1. Marketing communication used to develop Brand....................................................................8

2.2. Effectiveness of e marketing, viral and guerrilla marketing strategies....................................9
2.2. Recommend and Justify Marketing Strategies.........................................................................10

References

LIST OF FIGURES
figure 1.1: classification of services_________________________________________________1
figure 1.2: hospitality packages offer by tourism and hospitality organization__2
figure 1.3: target market_____________________________________________________________2
figure 1.4: functionality of tourism and hospitality________________________________5
figure 1.5: develop customer loyality different strategies_________________________6
figure 1.1: pricing at two different level____________________________________________1

TASK 1
1.1 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)

ST oe ur v si c me s c l a s i fi c a t i o n
Fig 1.1: classification of Services

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

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FUNCTIONALITY OF TOURISM AND HOSPITALITY: (Evans, 2011)

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1.2 CRITICALLY EVALUATE MARKETING STRATEGIES IN HOSPITALITY OR

TOURISM SECTOR:
Marketing strategy is a practice that can give consent an organisation to deliberate its
inadequate resources on the supreme opportunities to amplify sales and conquer a sustainable
competitive advantage. Marketing strategies dole out as the elementary reinforcement
of marketing plans premeditated to fill market requirements and attain marketing objectives.
Marketing strategies are energetic and interactive. It engrossed vigilant scanning of the
internal

and

external environments.

(Knowles,

2004)In-house environment

factors

embrace the marketingmix, plus performance scrutiny and strategic limitation. External envir
onment factors comprise customer psychiatry, competitor analysis, target market analysis, as
well as assessment of any 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.The successful marketing is not accomplished by just slight endeavor. Establishing and
maintaining a triumphant marketing program requires noteworthy management time and
attempt. Marketing strategy plays a significant role in organizing any business. It is
the backbone of the victorious and profitable business. Tourism and Hospitality
organization is a well-known hotel chain. They require extending an effectual and efficient
marketing strategy to contend its competitors. Attracting customer is the foremost focus of
the organisation. There are number of probable strategies which can be espoused by Tourism
and Hospitality organization to magnetize people to choose it. (Poon, 2009)

TO DEVELOP CUSTOMER LOYALITY DIFFERENT STRATEGIES INCLUDES

(Knowles, 2004)

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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

GroupingfLe Faciltes Shipng

individuality and significance on the product

jumble and in the lack of even solitary parts, the
product jumble is curtailed. (plc, 1998)

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. (plc,
1998)
Tour and hospitality business retort to their exceedingly intricate pricing circumstances is to

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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.
PLACE
The two most important operations are executed by the distribution system in tourism and
hospitality marketing are:

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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 in future

Tourism 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

Promotion

the world wide net and imbursement is completed with online deposits too. (Reich, 1997)

10

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Te l e m a r k e t i n g
PROMOTION
ADVERTISING: 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.

11

PUBLICITY: The exposure and promotion curriculum of Tourism and Hospitality

organization includes such as pictures in media, travel editors, create contact with 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. (Reich, 1997)
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. (Trader, 2005)
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. (Kotler P. B., 2006)

12

PEOPLE
It 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. (Evans, 2011)
PROCESS
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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

13

Ticketing

Provision of foreign currency and insurance (Kotler P. B., 2011)

ASSESS

THE

ROLE

OF

NETWORK AND

CUSTOMER

RELATIONSHIP

MARKETING STRATEGIES FOR HOSPITALITY AND TOURISM

Networking is edifice relationship and affinity with another person in business meetings
or in social events. Networking facilitates individual and organisations to enlarge
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 a superior 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
and using hotel services. Customer relationship management is a approach for managing
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
14

preference to reside in a place 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 the establishment for all other mechanism and actions to erect on. Decide the brand
spectators and aims that the brand desires to accomplish. This all was comprise due to
Tourism

and

Hospitality

organization personality, image, core competencies and

characteristics.

15

Customer
Marketing
Relationship

16

RECOMMEND MARKETING AND CUSTOMER LOYALTY STRATEGIES FOR A

HOSPITALITY OR TOURISM: (Kotler P. B., The marketing environment. In Marketing
for Hospitality and Tourism, 2011)

17

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TASK-2
2.1 MARKETING COMMUNICATION USED TO DEVELOP BRAND
Well 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 STRATEGY
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Marketing, 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.

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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

19

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
20

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-minute hotel bookings

(Morrison, 2002)

2.2 ASSESS THE EFFECTIVENESS OF E MARKETING, VIRAL AND GUERRILLA

MARKETING STRATEGIES WITHIN TOURISM AND HOSPITALITY:
EFFECTIVENESS OF E MARKETING:
Email marketing is a structure of direct marketing, which uses electronic mail as a means
of communicate profitable or fund-raising messages to an spectators. It has develop into the
most effectual and admired media of publicity. This strategy helps Tourism and Hospitality
organization organisations to acquire the product or services message to immeasurable
impending clients. By using email as the marketing media, hospitality or tourism sector of the

21

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:

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company
Firm commence campaigns using graphics, videos etc. that is companys 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

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 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 or services 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
to fabricate 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 helping hospitality or tourism facilitating:
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i
o
t
n
o
r
s

In attaining short term goals and objectives

23

 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 efficiently putting
the internet connectivity to engage in recreation
Working as a faster mode of attaining the feedback of customers
Helping to construct the reputation of the firm fact through augmented sales and prom
otions
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 an investment
Making prediction secure in the organisation
Organisation must be enduring to stay with an obligation

24

 Management must endeavour to scamper the industry in a way that makes it expedient
for the customers
Put an component of incredulity in the 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

advertising or publicity plan, as this will help organizations to execute the plan efficiently and
get

the

needed

results.

Also

it

is

vital

to

reconsider

and

modernize

marketing chart and techniques by exploring market and the performance of the

the

customers.

The position of guerrilla marketing has unmitigated today; becoming not merely an
attribute for small businesses, but also the number of huge companies using it is continuously
escalating. In the hospitality and tourism industry, guerrilla marketing helps in:
Product or service assessment advertising
Implement pillaging
Short-term association
Discriminating price cuts and proffer
Premeditated incapacitate of the competitions test markets, marketing study,
advertising campaigns or sales advertising
Coordinating negative advertising for a competitor

25

One of the mainly important characteristic of guerrilla marketer is his suppleness in making
rapidtactics transforms; ditch a market segment, product, brand, business model or objective.
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 STRATEGIES
Most 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 used can 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 that the 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.

26

Relate all the strategies developed: The strategies urbanized should be very well interlinked
to each other and acknowledged to all the departments. The competence of any 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
of the communiqu learning lessons. In our standard day to day life we anticipate enhanced
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 their consumers 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 say
Test 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.

27

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 best out 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 targeting
Evaluating 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 that can be implemented for the future strategies and can get better result
in the future. (Knowles, 2004)

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Kotler, P. B. (2011). Communication and Promotion Policy and Advertising. In Marketing for
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Morrison, A. (2002). Communications and the Promotional Mix. Hospitality and Travel
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Morrison, A. (2002). Public Relations and Publicity. Hospitality and Travel Marketing. New
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