Module 4: Marketing the Hospitality Experience
“Brand promise and target markets … Price, value, and position … Distribution channels … Online opportunities and threats … Marketing performance measures… “
- 4.1: Brand Promise and Target Markets > Watch: Target Markets for the Hospitality Enterprise
- 4.2: Price, Value, and Position > Watch: Viewpoints on Competitive Positioning
- 4.3: Distribution Channels > Watch: Ask the Expert About eCommerce in Hospitality
- 4.4: Online Opportunities and Threats > Watch: New Media Challenges
- 4.5: Marketing Performance Measures > Watch: What Is Marketing's Job?
Topic 4.1: Brand Promise and Target Markets > Watch: Target Markets for the Hospitality Enterprise
- Typically, a hospitality enterprise must have enough customers willing to pay for the services that they provide at the prices that cover the costs.
- Be sufficiently differentiated from competition so that the enterprise can attract and keep those customers for the long term.
- Target markets include:
- Business customers, leisure customers, and customers who tend to come in a clump or a group.
- Customers can come from different geographies.
- Mercenary and loyal customers.
- Unmanaged travel.
- We may want to look at travel and the travel experience a bit differently.
- Perhaps we ought to think about the customer based upon their purpose of travel and the type of experience that they’re looking for.
- Segment target markets by demographic versus psychographic characteristics.
Topic 4.2: Price, Value, and Position > Watch: Viewpoints on Competitive Positioning
- Relationship between the strategist vision and marketing.
- All strategists typically begin by thinking about direction setting.
- The job of the marketer is to take that vision and direction and find the target audience with whom that vision resonates.
- It’s the marketer’s job to monitor the marketplace.
Topic 4.3: Distribution Channels > Watch: Ask the Expert About eCommerce in Hospitality
- Expert Kathy Misunas on eCommerce in hospitality.
- Major changes which have impacted hospitality distribution.
- Major possibilities or likelihoods that can impact distribution in the next five years.
Topic 4.5: Marketing Performance Measures > Watch: What Is Marketing’s Job?
- What is marketing’s job?
- Understand how consumers dream, plan, shop, buy, execute and savor their travel experience;
- Use that understanding to produce marketing strategies that effectively identify and engage the enterprise’s target markets, and then promote that brand promise to them;
- Adjust that strategy promise and service provision based on factors that can impact the enterprise.