Marketing as a system is based on the methods of planning, monitoring and recording professional information. Necessary to develop your own detailed information system that provides marketing services with the ability to function.
Information “hunger” when making decisions on choosing a hotel marketing strategy in the hotel business leads to the fact that the development of a long-term perspective marketing strategy becomes problematic. To avoid this, it is necessary to regularly, timely and purposefully develop the necessary information catalogs and be aware of hotel marketing trends. These publications should offer solutions to various problems related to the analysis of the situation on the market. The competitiveness of the offer, its various forms and their correspondence to existing and potential demand. Many professional publications now publish statistics on the industry as a whole and measures to improve the quality of service offerings.
The key positions of the marketing plan show that only in their combination and interconnection within the framework of a joint marketing concept that has a perspective orientation, individual actions to promote the product to the market can ensure the success of all marketing activities.
Clearly defined marketing goals (for example, increasing profits, expanding the range of goods and services, creating a positive image of the enterprise, improving the quality of service, increasing the length of the season, etc.), which are realized in real market conditions, should be the basis of any marketing plan.
Marketing technique in the hotel industry.
The volume and adequacy of the marketing information system should be sufficient to set these goals on the basis of the actual current position of the enterprise in the market, market trends, its susceptibility to existing and potential goods and services, and the current level of competition. To achieve the set goals, a long-term marketing concept and an enterprise development strategy are important. Taking into account the multiplicity of potential categories of customers, alternative marketing strategies are being developed based on various market instruments.
Only constant monitoring of all positions of the marketing plan, including the stage of setting goals, determining the list of measures necessary for the implementation of the tasks set within the given time frame, the use of specific marketing techniques, cost forecasting, the correct distribution of powers, etc., allow timely identification of deviations from the planned parameters and take appropriate steps to eliminate them by analyzing the causes.
For the successful implementation of a marketing strategy in the hotel business. It is necessary to ensure the correct and objective choice of the appropriate tools.
Marketing strategy in the hotel business
The specifics of the hotel business are manifested in such areas of marketing as the production of products and services, pricing policy, after-sales service, sales tactics, for which special methods are being developed. The ability to get a certain result in the hotel business depends on the degree of development of the initial marketing plan. In the hotel market of Western Europe, traditional business methods are no longer enough to obtain a positive result. The provision of additional services related to the organization of recreation. Including through its active forms, and maintaining good shape (using fitness centers, saunas, swimming pools, etc.). An important factor is also the creation of a warm friendly atmosphere in customer service. The choice of specific methods largely depends on the tourist specifics of the place where the hotel is located.
The search for additional services as a marketing tool serves, as an addition to the hotel product. On the other hand, it performs the function of feedback from the market. With an appropriate pricing policy, these factors form the basis of a successful business.
Communication marketing tools
Communication marketing tools, such as sales policy, advertising, product promotion, public relations, are for solving industry problems. The interchangeability and complementarity of various marketing tools make it possible to achieve in practice numerous optimal combinations.
The specificity of marketing in the service sector is determined by the main properties of the service. Its intangibility, inseparability from the source, variability of quality, and perishability. When making decisions about the purchase of a particular service, the consumer, should look for certain characteristics. Thus, the first task of marketing in the service sector is to remove this uncertainty for the consumer.
The second feature is the temporal and spatial continuity of production and consumption. The provision of services requires the presence of two parties: the producer and the consumer. This means that the client (consumer) is, like the performer, the object of management by management. As a result, not only the employees of the enterprise producing the service. Also, the customers want to know the necessary conditions under which the service can be provided. Bringing these conditions to the client should also be part of the marketing of services.