INTRODUCTION TO

HOSPITALITY SALES
AND MARKETING

BY BEA CAÑEDO
SALES AND
MARKETING
BUZZWORLD.
In the hospitality and tourism
industry…
The rise of different kinds of marketing
has changed through the years.
• The tourism industry is one
of the leading industries in
the future.
• It contribute largely in
terms of job generation and
strengthening economies.
• Marketing plays an integral
role in the continuing
growth of the tourism
industry.
• On October 2016, the total earning from
tourism activities amounted to 16.5 billion
pesos. (DOT, January 2017)
TRADITIONAL TOURISM
DESTINATION FAVORITES
TRADITIONAL TOURISM
DESTINATION FAVORITES (2016)
• The success of any
business in the tourism and
hospitality industry is
highly dependent on its
marketing efforts.
• Visitor Receipts. Total earnings gained from
tourism activities during the month of October
2016 amounted to Php 16.50 billion, lower by
9.03% from the Php 18.13 billion earnings in
October 2015. (DOT, January 2017)
Marketing for tourism covers
several levels. From the tourism
destination as the product itself,
down to the specific tourism
products and services that a
tourist should avail to complete
the TOURIST EXPERIENCE.
WHAT IS
TOURISM
SELLING
THEN?
 Tourism
is not a
single product.
 UNIQUE
CHARACTERISTICS OF
THE TOURISM
INDUSTRY
INTANGIBLE
INSEPARABLE
VARIABLE
PERISHABLE
SEASONAL
SUBSTITUTABLE
 TOURISM AS A
HIGH INVOLVEMENT
PRODUCT
• Tourism products is considered
to be of high involvement. It
means there is a greater degree
of thought or study involved prior
to purchase.
High Involvement
• Expensive
• Complex
• Unrepeatable

Low Involvement
• Inexpensive
• Simple
• Familiar
ASSIGNMENT

1. Definition of tourism marketing.

2. What are the different marketing
management process?
3. What are the different core
marketing functions?
4. What is a marketing mix?
5. What is Integrated Marketing
Communications (IMC)?
Graded oral recitation: January 24, 2016
 WHAT IS
TOURISM
MARKETING?
Tourism Marketing is a social
process by which individuals
and groups obtain what they
need and want through creating
and exchanging products and
value with others.
-Philip Kotler (2002)
Marketing is the art and science
of finding, retaining, and
growing profitable customers.
-Kotler, Bowens, and Makens
(2010)
Marketing is the activity, set of
institutions, and process for
creating, communicating,
delivering, and exchanging
offerings that have value for
customers, clients, partners,
and society at large.
-American Marketing Association (2013)
Overtime, marketing has
evolved from merely
meeting a customer’s
need or want, to
customer retention.
With the tourism products’
unique qualities of being
sustainable and of high
involvement, the marketing of
tourism products is becoming
extremely challenging There is
a need to see marketing as a
management process to
achieve maximum results.
 MARKETING
AS A
MANAGEMENT
PROCESS
1. MARKETING INFORMATION SYSTEM
- Enables the organization to
compile an updated set of
information about its customers,
competitors, and the
organization’s capability and
effectiveness.
2. MARKETING PLANNING
- Involves an analysis of the
marketing environment in
relation to the potentials of
one’s business.
- Setting objectives, evaluation,
marketing strategies
3. PLANNING TACTICAL CAMPAIGNS
- Ensures practical and realistic
tactical campaigns are
conducted in support of the
comprehensive marketing
strategy.
4. MARKETING OPERATIONS
- Involves the challenging part of
implementing the planned
strategic and tactical campaigns
by coordinating with all
stakeholders, fine tuning the
marketing mix as they unfold,
and ensuring that activities are
conducted as planned.
5. MONITORING AND CONTROL
- Involves the onging process of
evaluating sales data and
financial performance versus
marketing activities conducted.
- Customer feedback and
complaints, staff coordination,
competitor awareness
MARKETING
CORE
FUNCTIONS
1. MARKETING INFORMATION
MANAGEMENT

- Entails gathering information

about the customers to better
serve their needs and improve
decision making.
2. FINANCING

- Involves planning to ensure that

resources are available to
maintain and improve the
business.
3. PRICING

- Ensures that the value and cost

of good and services offered to
customers will be at the level
that customers are willing to
pay.
4. PROMOTION

- Prepares various promotional

strategies that will enable the
products to be introduced and
sold to the customers.
5. PRODUCTS/SERVICE MANAGEMENT

- Involves designing, developing,

maintaining, improving, and
acquiring products and services
to meet the needs of the
customers.
6. DISTRIBUTION

- Involves bringing the products

and services to the customers
in the best way possible.
7. SELLING

- The ultimate measure of

marketing success. Strategies
on following up the sale, closing
the sale, and making a repeat
sale are crucial tasks of
marketing.
Marketing facilitates the exchange process
and the development of relationships by
carefully examining the needs and wants of
consumers, developing a product or service
that satisfies these needs offering it at a
certain price, making it available through a
particular place or channel of distribution
and developing a program or promotion to
create awareness and interest.
- Kotler (2010)
TOURISM MARKETING MIX
 WHAT IS IMC
(INTEGRATED MARKETING
COMMUNICATIONS
APPROACH)?
It is the process of using all forms
of promotion to achieve
maximum communications
impact while maintain a
consistent image for the products
or services.
End.