Hospitality Marketing

Ken Kaser
University of Houston
Conrad Hilton College
kkaser1057@comcast.net
 Why Hospitality Marketing?
 The travel and tourism industry is the
fastest growing industry globally.
 Travel and tourism is expected
eventually to be the number one
employer in the world.
 Hotels and restaurants play major roles
in the tourism industry.
 Strength of the Hospitality
Industry Depends On
 Strong Economy
 Mobile Population
 More Disposable Income
 Larger Senior Population with Income
to Travel
 Extended Family Stay after the Business
Meeting
 More One- or Two-Day Seminars
 Changing Hotel Industry
 Changing Target Market
 Less Business Travelers (More
Teleconferences)
 More Leisure Travelers (Growing Market of
Seniors with Disposable Incomes)
Wide Range of Choices for the
Traveler
 Discount Motels – “We’ll leave the light
on.”
 Extended-stay Hotels
 Luxury Hotels
 Convention Hotels
 Who Stays at the Limited
Service Hotels?
 45% - business and government
travelers
 40% - tourist and pleasure travelers
 15% - military, trucking, railroad
contactors, etc.
 Each group has different expectations
for their hotel stay.
 What Do Consumers Want
from the Hospitality Industry?
 Excellent Service
 Extra Perks
 Free Newspaper
 Frequent Guest Program Rewards
 No-Hassle Check-In
 Excellent Product
 Food
 Hotel Room
 General Service
 Changing Restaurant Scene
 Extensive Amount of Competition
 Increased Number of People Eating Out
 Need to Cater to a Health-Conscious
Society
 Thinking Outside of the Box
 To Meet Changing Consumer Demands
 To Overcome Economic Challenges
 Hotel Trends
 HIP Hotels
 Plugged-in Hotels
 Cyber Suites
 Declining Occupancy Rates for Full-
Service Hotels
 Increasing Occupancy Rates for
Limited-Service Hotels
 More Trends
 Hotels Allowing Pets
 Stress-Less Rooms (Hilton) – High tech,
sleek look
 Specialty Rooms – Exercise Rooms for
Private Workouts
 More Business Trips with Kids –Suites
for Kids
 More Guest Attractions
 EverGreen Rooms – with two air
filtration units, hypoallergenic covers,
and filters for the faucet and
showerhead
 Rooms with a digital view – windows
with computer-generated scenes of
palm-tree lined beaches in a cold
climate (virtual views)
 Trends
 More Female Business Travelers
 Wanted to be treated equal to their male
counterparts
 Responsive Service
 Room Service
 Security
 Airport Shuttle
 Computer service available in the room
 The Global Economy
 More International Travelers
 average traveler spends more than $4,000
per trip
 international travelers generally have a one
or two day longer stay
 special accommodations for early check-in
and late check-out
 need to make the international guest feel
more at home
 Aging Baby Boomers
 People are living longer and enjoying more
years of active retirement.
 These individuals have money to spend on
travel and dining out.
 People generally perceive themselves as
being younger than their actual age-
promotional materials show individuals 15
years younger than the target market.
What is Interactive Marketing?
 High-tech Yellow Page Directory
 City Magazines
 On-screen Check-out Service
 On-screen Advertising
 Cyber Suite – complete with voice-
activated “Butler”, virtual reality
headgear, and access to the wireless
Internet
 Hospitality Venues
 Bed and Breakfast Inns
 Resorts
 Casinos and Associated Hotels
 Cruise Lines
 Time Shares
 Extended-Stay
 What Do Guests Want?
 High Quality Products and Services
 Respect
 Competent Employees
 Dedicated Service from Employees
 Happy, Helpful Atmosphere
 Security
 Opportunities!!!
 Numerous Job Opportunities in the
Hospitality Industry
 Major Hotels Need Good Employees and
Can Serve as the Educational Link with
High School Marketing and Family and
Consumer Science Programs
 Restaurants Play a Major Role in the
Hospitality Industry
 The Winners Are
 Students
 Hospitality Industry
 Hospitality Customers
 Marketing Education
 Family and Consumer Science Education