Hospitality and Tourism Marketing strategies

Index
Marketing strategy in hospitality and tourism industry Marketing strategies follow by ClaridgeS

Customer loyalty and its importance

Recommendations Marketing communication strategy

Types of marketing communication strategies

Recommendations

Introduction
Hospitality and tourism industry comes under service industry

,therefore this industry need to market there services by proper implementing marketing strategy and also maintaining relationship with the customers. While designing any strategy manager should analyse its characteristics as services are

Marketing Strategies
to Hofer and Schendel :- An organizational strategy is the fundamental pattern of present and planned resources deployment and ecological communication that indicate how the institute will realize its goals. Marketing strategy:- It is very important for every organisation specially those working in a competitive environment . This strategy helps organisation to cope with the changing environment so to achieve a desire result ,strategies are focused into four areas namely Product, price, promotion and place.
According

Marketing strategies use in hospitality and tourism industry

Positioning

Direct marketing strategy

Social media marketing Service marketing

Technology marketing
Balance demand and supply Developing sales team

Promotion and image building

Talent engagement

Cont
Positioning : In service industry positioning means establish in
competitive market , for this proper market analysis is done after that service is provide which is totally unique or standard than others

Claridge's use this to attract more customers as compare to its competitors. Ex. Hotels sometimes position its services to satisfy the needs of business consumers more willingly than individual.
Direct marketing strategy: Marketing through various advertising media that interact directly with consumers, Direct marketing includes catalogue selling, mail, telecommuting

Claridge's use the method of distributing catalogue to customers who comes for lunch and dinner. So they can easily know about the rooms and services they offer to customers.

Cont.
Social media marketing: in this marketing strategy service

industry using different social networking sites to promote services offer by them. Claridge's can provide its regular updates on twitter and facebook. It can give information related to several dishes it offers in a particular season. And it also make updates of various personalities who visit the hotel. It helps to attract the eyeballs of more consumers. Service marketing: By providing additional services in addition to the core one create a positive impact on customers, Claridge's provides transportation services like free conveyances from airport to the hotel and also facilitate side seen of the city at low rates to create a positive impression on the eye of people

Cont
Technology marketing :By the use technology many service industry successfully promoting there services which includes videos on TV, short movie clips on different sites on internet, Claridge's using this strategy by posting its several photographs of view of its hotel on TV can positively turn the consumers for its services. Balance demand and supply: If demand for rooms and restaurant tables exceeds the supply of it than hotels have no choice other than turning the consumers away. And if supplies of mentioned facilities exceeds demand than it is confirmed that the hotel is less using its resources like conference rooms, restaurants, suites etc.

Claridge's always render its services keeping in mind both demand and supply perspectives by analysing past years demand and supply of services.

Cont..
Developing sales team :- For sales and marketing people

also play a very important role so by proper training of sales team will lead to high customer base, Claridge's always focus on recruiting good sales force, who have intrinsic passion. This passion and determination among its team members not only bring good productivity but also mark a great presence
Promotion and image building: by using different

promotional tricks like free offers, discount coupons and gift hamper this industry can improve its customer base and with the help of advertisement and quality it will enhance its image, Claridge's using promotional techniques to promote services for different occasions like Christmas, Easter, new-year etc

Cont.
.
Talent engagement: For improving the customer

relationship hospitality industry need to encourage people who deliver services to customers
Claridge's focus on engaging the best talent people so they can serve its customer in the best possible way.

Customer Loyalty
. According to Buttle and Burton :- loyalty is an attitudinal state which reflects value, trust and commitment within supplier-customer relationships. Importance of customer loyalty
Retention of customer Improve customer base Create image

Profitability
Efficiency of supplier

Cont..
Retention of customer: customer loyalty is important to retain

the customer, by gaining and satisfying the need of customer ,industry like hospitality and tourism require customer loyalty. Improve customer base: As customer is using service again and again from the hospitality firm it create a positive image, so that person encourage others also to use services Create image : when customers are loyal to its service provider then that supplier of services comes in first position in list of preference which create an image Profitability: Customer loyalty is sign of profitability as more customer retain in company results in high profit to the organisation. Efficiency of supplier: for judging the efficiency of staff and service providers the best way is to check the customer loyalty level of that organisation.

Recommendation for marketing strategy

Claridges can use different marketing and customer loyalty strategy for improving its current status it includes By using different network marketing strategies Claridge's s can improve its marketing By creating Brand image in the mind of customers it can improve its customer base By maintaining customer relationship Claridge's can enhance the customer loyalty By involving public relation it strategy Claridge's can gain competitive advatage

Recommendation for customer loyalty strategy

For retaining customer and creating image among them

require proper customer loyalty strategies. There are some techniques which are using for customer loyalty they are:

Reducing Attrition Bring back the lost sheep Frequent Communications Calendar Extraordinary Customer Service Courtesy system Product or service integrity Measure lifetime value: A complaint is a gift

Marketing communication strategies for hospitality and tourism

Communication is the method of advertising the

products and services to target market In hospitality industry and tourism industry one strategy follows which is called as Marcom ,under this strategy there different marketing communication mode are consider to properly create the service image

Marketing communication program

Advertising

Public relations
Seminars Web site Trade shows and conferences Event sponsorship Packages

Types of marketing Communication strategy

E- marketing strategy: In this marketing communication

strategy hotels using internet as a tool to market there services it include marketing through designing website on internet or advertisement through the use of e-mail. They use attractive pictures and colors to show the standard of services.
Viral Marketing : communicate product and services through the

use of social network of people by the word of mouth or by using social websites, this marketing tool uses to passes advertisement about services in such a fast speed as viral spread.
Guerrilla marketing : it is a marketing strategy which is use to

communicate people together in a large number by using different ideas like designing garden according to different services provide by hotels or using air balloon to grab the attention of large number of people together.

Recommendations
For effective marketing Claridges can use different communication strategies which include E-marketing : Claridges is very known hotel in London so using E-marketing is very convenient for it to provide information about services to vast number of customers at a single time, this strategy involve pictures and videos of Hotel services so it create a realistic view of services Viral marketing is best strategy for hospitality industry as to spread the service advertisement through social networking results high new customer base. and cost effective strategy

Cont
Claridges provide different packages and offer timely

for new occasions so it is the best way to inform all about new offer with the social network sites like facebook and twitter. Guerrilla marketing : By using unique ideas to inform large number of customers at low cost it is the best strategy as Claridges is having vast services so by using this strategy it can grab number of customers for the services by using big picture for promotion or using big air balloons with message written on it for grabbing large number of customer attention.

References
Analoui, F., 2003. Strategic Management in Small and Medium Enterprises.

Cengage Learning EMEA. Wolak, R. Kalafatis, S. and Harris. P., 2000. An Investigation Into Four Characteristics of. [Online]. Available at:<http://www.members.byronsharp.com/empgens/emp1.pdf>.[Accessed on 3 Aug. 20012]. Garling, A. 2000, March, [Online], Available: HYPERLINK "http://www.kfb.se/pdfer/R-00-18.pdf" http://www.kfb.se/pdfer/R-00-18.pdf [7 May 2012]. Price, J. and Starkov, M. 2012. 'Developing an Email Marketing Strategy in Hospitality', Hospitality SMITH, M.R., n.d. DEFINING CUSTOMER LOYALTYAND THE ROLE OF BRAND LOYALTY. [Online]. Available at:< http://www.pm-management.co.uk/chapter4.pdf > [Accessed on 31July 2012]. Osmon, H., Hemmington, N. and Bowie, D. 1989. A transactional approach to customer loyalty in the hotel industry. 21(3). Pp239-250. Reicheld, F. 1996. The Loyalty Effect: The hidden force behind growth, profits and lasting value. Watertown MA.: Business Harvard Review. Mohr, J. and Nevin, J.R. 1990. 'Communication Strategies in marketing channels', journal of marketing, vol. 54, no. 4, october, pp. 36 - 51. Delana. 2011. 'Guerrilla Marketing Versus Viral Marketing: Part Four in an EightPart WebUrbanist Gmarketing Series', Web Urbanist. Ingram, D. 2012. Guerilla Marketing vs Viral Marketing. [Online]. Available at: <http://smallbusiness.chron.com/guerrilla-marketing-vs-viral-marketing11786.html>. [Accessed 6 May 2012].

Bibliography
Slabbert, G.J. 2010. Facilitating Customer retention in hotels.

[Online]. Available at: <http://www.nmmu.ac.za/documents/theses/GJ%20SLABBERT %20MBA%20TREATISE%20FINAL.pdf>. [Accessed 31 July 2012]. Mininni, T. 2012. The Latest Marketing Strategy in the Hospitality Industry: Spas, [Online], Available: HYPERLINK "http://www.mpdailyfix.com/the-latest-marketing-strategy-in-thehospitality-industry-spas/" [31 July2012]. The International Customer Service Standard. 2009. TICSS2009, The International Customer Service Reicheld, F. 1996. The Loyalty Effect: The hidden force behind growth, profits and lasting value. Watertown MA.: Business Harvard Review Ingram, D. 2012. Guerilla Marketing vs Viral Marketing. [Online]. Available at: <http://smallbusiness.chron.com/guerrillamarketing-vs-viral-marketing-11786.html>. [Accessed 6 May 2012].