Hotel Marketing Guide 8501 Hotel Marketing Introduction A

Hotel Marketing Guide, 8501 Hotel Marketing Introduction A. Overview of Hotel Marketing The broad definition of marketing is the process of transferring goods and services from the provider to the consumer. For the purposes of this sales guide, however, we use the word marketing to mean those activities intended to build revenues that do not include guest relations, facility management and direct sales. The most significant of the activities we call marketing are research, advertising, special promotions and public relations. Continue ► SALES & MARKETING GUIDES © Marin Management, Inc. , confidential and proprietary

Hotel Marketing Guide, 8501 Hotel Marketing Introduction A. Overview of Hotel Marketing (cont. ) The following quotation provides some distinction between sales and marketing: “Marketing concentrates primarily on the consumers, determining their needs and desires, educating them with regard to the availability of products and to important product features, developing strategies to persuade them to buy, and enhancing their satisfaction with a purchase. Marketing management includes planning, organizing, directing, and controlling decision making regarding product lines, pricing, promotion, and servicing. ” 1 1 Encarta® 98 Desk Encyclopedia © & 1996 -97 Microsoft Corporation. All rights reserved. Continue ► SALES & MARKETING GUIDES © Marin Management, Inc. , confidential and proprietary

Hotel Marketing Guide, 8501 Hotel Marketing Introduction A. Overview of Hotel Marketing (cont. ) For a franchised hotel, some broad-based marketing support, including research, advertising and public relations, is done by the franchiser to support the brand’s group of hotels. Both independent and franchised hotels still need some advertising and public relations planned by local management. For our Company hotels, the general manager handles most marketing activities allowing more time for the sales department to focus on direct contact with decision-makers. “We read advertisements. . . to discover and enlarge our desires. We are always ready—even eager—to discover, from the announcement of a new product, what we have all along wanted without really knowing it. ” –Daniel J. Boorstin (b. 1914), U. S. historian. The Image, ch. 5 (1961), The Columbia Dictionary of Quotations Continue ► SALES & MARKETING GUIDES © Marin Management, Inc. , confidential and proprietary

Hotel Marketing Guide, 8501 Hotel Marketing Introduction B. What We Do Not Do for Hotel Marketing of lodging accommodations has greatly changed in the past few years. What were common methods of marketing now seem like ancient relics. Following are example of what we do not use to market our Company’s hotels: v broadcast faxes; v discount hotel coupon booklets; v print travel directories, except perhaps AAA Tour. Book; v company flyers v in-flight airline magazine advertising; and; v travel clubs. End SALES & MARKETING GUIDES © Marin Management, Inc. , confidential and proprietary

Hotel Marketing Guide, 8501 Hotel Marketing Introduction SALES & MARKETING GUIDES © Marin Management, Inc. , confidential and proprietary