Hospitality Marketing Concepts

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41 Terms

1

Service Orientation

Understanding that hospitality is a service-driven industry where customer experience is paramount.

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2

Customer Relationship Management (CRM)

Building and maintaining relationships with guests to foster loyalty.

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3

Branding

Creating a strong brand identity that resonates with target audiences.

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4

Experience Marketing

Focusing on the overall experience provided to guests, from booking to post-stay follow-up.

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5

Selling (Key Marketing Function)

Engaging customers directly to promote and sell services.

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6

Marketing Information Management

Collecting and analyzing data about customers and market trends to inform marketing strategies.

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7

Financing (Key Marketing Function)

Securing funds for marketing initiatives and managing budgets effectively.

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8

Pricing

Setting competitive prices based on market research, demand, and cost considerations.

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9

Promotion

Communicating the value of services through advertising, public relations, and sales promotions.

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10

Product/Service Management

Developing and managing service offerings to meet customer needs.

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11

Distribution

Determining how services are delivered to customers, including online platforms and partnerships.

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12

Intangibility

Services cannot be seen or touched before purchase, making trust and reputation crucial.

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13

Perishability

Unsold services (like hotel rooms) cannot be stored for later sale, necessitating dynamic pricing strategies.

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14

Customers' Involvement

Guests often participate in the service delivery process, influencing their overall experience.

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15

Job Creation

Supporting millions of jobs across various sectors such as hospitality, transportation, and entertainment.

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16

Economic Growth

Generating substantial revenue through domestic and international travel.

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17

Infrastructure Development

Encouraging improvements in infrastructure that benefit local communities.

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18

Digital Advertising

Utilizing social media, search engines, and travel websites for targeted ads.

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19

Content Marketing

Creating engaging content that showcases experiences offered by the hospitality business.

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20

Influencer Partnerships

Collaborating with travel influencers to reach wider audiences.

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21

Promotional Offers

Running special deals during off-seasons or holidays to attract guests.

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22

Media Relations

Building relationships with journalists to secure positive coverage.

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23

Crisis Management

Addressing negative incidents effectively to maintain a positive image.

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24

Community Engagement

Participating in local events or initiatives to enhance reputation.

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25

Understanding Customer Preferences

Tailoring services based on age, income, family size, etc.

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26

Target Market Identification

Segmenting markets effectively for targeted marketing efforts.

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27

Trend Analysis

Monitoring demographic shifts to adapt offerings accordingly.

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28

Demographics

Characteristics like age, gender, and income level used for market segmentation.

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29

Geographics

Location-based targeting for regional preferences.

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30

Psychographics

Lifestyle choices and values influencing travel decisions.

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31

Product and Service Mix

The variety of products and services offered among different types of hospitality businesses.

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32

Digital Presence Optimization

Ensuring a strong online presence through SEO and user-friendly websites.

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33

Social Media Engagement

Actively engaging with customers on platforms like Instagram and Facebook.

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34

Email Marketing Campaigns

Sending personalized offers based on past behaviors or preferences.

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35

Customer Feedback Utilization

Leveraging reviews and feedback for continuous improvement in services.

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36
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37

EEO

Equal Employment Opportunity ensures fair treatment in hiring, promotions, and other employment practices, prohibiting discrimination based on race, color, religion, sex, or national origin.

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38

ADA

Americans with Disabilities Act prohibits discrimination against individuals with disabilities in all areas of public life.

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39

Service Mix

The combination of various service elements offered by a business, including product, price, promotion, and place, designed to meet customer needs and enhance their experience.

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40

Distribution Mix

The strategy and methods used to deliver services to customers, encompassing channels, locations, and logistics to ensure accessibility and efficiency.

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41

Four basic functions of hospitality management (planning, organizing, implementing, controlling)

Planning: Setting objectives and outlining actions, considering market trends and budgets.

Organizing: Structuring resources appropriately for effective task assignment.

Implementing: Executing plans while coordinating operations and customer interactions.

Controlling: Evaluating performance against objectives, collecting feedback, and making adjustments for service improvement.

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