UNIVERSITY COLLEGE SABAH FOUNDATION

TUTORIAL 5

INTRODUCTION TO HOSPITALITY & TOURISM INDUSTRY

(MHM1013)

DIPLOMA IN TOURISM MANAGEMENT

Student Name: Student ID:

ESTERLINE BINTI KAPAT DTM23091017

DATE OF SUBMISSION: 25/10/2023

PREPARED FOR MS SUSIE LABADIN

Tutorial 5

Explain the function in the hotel of the following:

1. Marketing
- Hotel marketing refers to the tools and strategies set in place to promote a hotel. The
purpose is to bring in as many new guests as possible, and to retain past customers.
Here are some key aspects of the marketing function in a hotel.
Firstly, in branding. It is important to establish a strong and unique brand
identity in this industry. This includes creating a logo, slogan, and a consistent visual
style that reflects the hotel's personality and values.
Second, Market Research. To be able to understand the market is essential.
Hotels need to know their target audience, their preferences, and the competitive
landscape. This research helps in making informed marketing decisions.
Third, using online presence in today's digital age, having a strong online
presence is vital. This includes maintaining a user-friendly website, being active on
social media, and managing online reviews and ratings.
Fourth, advertising and promotion. Hotels use various advertising channels,
such as online ads, print media, and social media advertising, to reach potential
customers. Promotions like discounts and special offers can also attract guests.
Fifth, in public relations, building positive relationships with the media and the
community is important. Good press coverage and community involvement can
enhance a hotel's reputation.
Sixth, email marketing by sending newsletters and promotional emails to past
and potential customers is an effective way to keep them informed about the hotel's
offerings.
Seventh, Using Search Engine Optimization (SEO). This will optimize the
hotel's online content to rank higher in search engine results helps potential guests
find the hotel more easily.
Eight, content marketing creates valuable content, such as blog posts, videos,
or infographics. This can help engage potential guests and establish the hotel as an
expert in its niche.
Ninth, using social media management. This helps to manage social media
accounts to engage with customers, share updates, and showcase the hotel's offerings
and personality.
Tenth, there is also customer relationship management (CRM). It helps to
maintain a database of guest information to personalize marketing efforts, such as
sending special offers to repeat guests.
Lastly, Event Marketing is to Promote and host events in the hotel, such as
conferences, weddings, or parties, and can be a significant source of revenue.
2. Financial Control

- The primary function of a Financial Controller is to maintain control over income,

expenses, and assets of the hotel in compliance with its policies and procedures as
well as local requirements. Its responsibilities are overseeing the accounting,
budgeting, and
forecasting for the property. Next, they work with the hotel management team to
create and implement strategies to improve the financial performance of the hotel.
Besides, they also prepare monthly financial reports for the hotel ownership.
Moreover, they are in charge in controlling the automated general ledger entries from
the front office to the back office. Other than that, they assist in the building of an
efficient and professional team of employees within the Finance and Accounting
Department. Lastly, they are responsible for verifying all financial reports and
ensuring that all transactions are accurate and in compliance with local government
regulations.

3. Management information system

- A management information system (MIS) provides information that organizations

need to manage themselves effectively and efficiently. Here's how the management
information system is typically used in a hotel. Firstly, for reservations and room
management, MIS software allows hotels to manage reservations, check-ins, and
check-outs efficiently. It helps in assigning rooms, tracking room availability, and
handling guest preferences. This streamlines the booking process and ensures that
guests get their desired rooms. Next, by using guest profiles, an MIS can store and
manage guest profiles, including contact information, stay history, preferences, and
special requests. This data can be used to personalize guest experiences and provide a
high level of service. Moreover, MIS systems handle billing and invoicing, making it
easier to manage guest charges, generate bills, and process payments. It can also
integrate with point-of-sale (POS) systems for restaurants, bars, and other services
within the hotel. Besides, for hotels with restaurants, bars, and gift shops, an MIS can
help manage inventory, order supplies, and track usage. This ensures that the hotel
doesn't run out of essential items and minimizes waste. Furthermore, MIS provides
data and reports on various aspects of the hotel's operations, including occupancy
rates, revenue, guest demographics, and more. This data is valuable for making
informed decisions and formulating strategies. Other than that, MIS systems can help
manage security by tracking access to different areas of the hotel and monitoring
guest information for security purposes. Finally, by using marketing and customer
relationship management, MIS can be used to manage guest information and segment
guests for targeted marketing campaigns. It can also track the effectiveness of
marketing efforts.
Reference:
1. (2022, May 24). Hotel Marketing: Everything you need to know. GuestJoy
Url: https://guestjoy.com/blog/hotel-marketing-everything-you-need-to-know/
#:~:text=Hotel%20marketing%20refers%20to%20the,them%20your%20hotel's%20best
%20features!

2. (2023). Hotel Financial Controller. Hcareers.com

Url: https://www.hcareers.com/jobs/hotel-financial-controller-1611439

3. Pankaj Giroti. (2021, Jan 11). Hotel / Resort – “MIS” & its importance. Hospitality
World.
Url: https://hospitality.economictimes.indiatimes.com/news/speaking-heads/trends-
redefining-catering-businesses-as-per-the-new-normal/80184721

4. Sushmasahupgdthm. (2015, April 30). Tourism and Hospitality Marketing. Slideshare.net

Url: https://www.slideshare.net/sushmasahupgdthm/paper-3-ppt

5. Denise Dayton. (2019, Nov 15). Hotel Management Information System. Bizfluent by
leaf group.
Url: https://bizfluent.com/facts-7258540-hotel-management-information-system.html